The role and effect of culture jamming

The role and effect of culture jamming Culture jamming can be defined as activities to resist consumerism, globalisation, and corporate advertising, which based idea of liberation, in order to affect and change advertising saturation society for better (Sandlin Milam, 2008; Barber, 2007). The development of mass medias technology, especially internet technology, supports different pathways for culture jammers to extend their opinions, such as Adbusters magazines, Anti-Pearlman Permanent Poster League on Facebook, and Reverend Billy and the Church of Stop Shopping (Sandlin Milam, 2008; Nomai, 2008). Culture jammers provide another way to understand the world and critical analyse the modern commercial culture. First of all, consumers could have chance consider the other side of advertisements via culture jamming movements. Products providers claim the best aspects of their products, sometimes consumers are encouraged to purchase the products which may harm for their healthy and not very environment friendly, such as alcohol, cigarettes, and some eco-cleaning products (Hickman, 2010). Therefore, culture jammers insert their ideas in existed advertisements to show the other side of truth. For example, as picture 1 shows, culture jammers try to warn people stop drinking and keep health with changing Absolut Vodka advertisement. Picture 1 Secondly, culture jammers against consumerism to protect human well being, based on the idea of liberation (Sandlin Milam, 2008). According to Rumbo (2002), in 1996, American people were exposed to 3600 advertisements per day, culture jammers believe these advertisements will change consumers daily life and beliefs (Behr, 2010). Kasser and kanner (2005) argued that advertisements encouraged people more materialistic because they want to compare with images of wealthy people. Results from this, culture jammers appeal anti-consumerism campaign to opposite advertisements and logo of brands (Rumbo, 2002). Picture 2 shows that culture jammers resist corporate advertising and screaming for more personal space. A video from Youtube showed similar argument of culture jammers (http://www.youtube.com/watch?v=gJTCWtcAewsfeature=player_embedded). Picture 2 (Picture from internet) Furthermore, as results of some mainstream commercial advertisements have negative moral effects on citizens, culture jammers try to persuade people to be better. Take an instance, advertisements of violence against women have influences on high rape criminal rate in US (Capella et al, 2010). Culture jammers reject these legal but effective advertisements, for example, there is a video on Youtube (http://www.youtube.com/watch?v=qp6gjxCRuxs) to appeal people. Another problem is advertisements contains violent criminal relate to peoples attitude because violence pictures can be captured and memorised easily (Scharrer, 2004; Soderlund Dahlen, 2010). Under this situation, culture jamming activities have positive affects. However, ethical consideration in culture jamming activities should be reviewed as well. For example, putting leaf posters on public facilities is hard to clean and make city dirty, as Picture 3 shows. At same time, culture jammers applied similar advertising method as other mainstream advertising, for instance, there is a video on Youtube for culture jamming Facebook (http://www.youtube.com/watch?v=gR5gEy3HkzE), and however, the facts which were stated were not persuasive but seem like in purpose. Picture 3 (The picture was taken on 24/02/2010, in Liverpool) To sum up, activities of culture jamming have positive effects on re-building commercial life and explore a different way to understand the hidden meaning of advertisements. On the other hand, the formations of culture jamming could be considered because of negative aspects. Leaf posters and illegally advertisements which posted by culture jammers would give bad impressions on these good activities. 2. Does our fascination with celebrity add value to our lives? Celebrity is a social phenomenon today. Celebrity could be described as people who are well known by others, much talked about, and notoriety (Pendfold-Mounce, 2009). According to Rojek (2001), celebrities can be classified by status, including ascribed (blood relationship), achieved (talented people and hard workers), and attributed (who are created instantly) celebrities. Modern mass media support the development of celebrity industry, numbers of celebrities are created and the amount of obsessions increased dramatically (Pendfold-Mounce, 2009; Cashmore, 2006). Particularly attributed celebrities are benefited from mass media, such as celetoids who become famous by public scandals, celeactors which are fictional roles originally (Rojek, 2001). The effects and values of celebrities in our life should be critical analysed, because this depends on personality of celebrities and the way of advertising by medias. Michael Jackson will be used as an example in this essay. Negative effects of celebrity, especially attributed celebrities, are concerned for decades, and it is still a problem of society which should be solved. This means there are harmful impacts if celebrities perform as bad example in their products or daily gossips. Penfold-Mounce (2009) embodied celebrities relate to criminal and ethical challenges today. Celebrities who have criminal records or moral considerations, for example, Michael Jackson was accused of sexual abuse in 1993, will have bad affect on attitudes of people, especially teenagers (Daily Mail, 2009). Additionally, celebrity culture also influences the career choice of students and their academic achievements. For instance, over 30% of pupils claimed want to become famous as who they adored (BBC News (a), 2008). Meanwhile, adults cannot avoid the effects of celebrities as well. Take an instance, some marketers try to infantilize adults via celebrity advertisements and other visual products (Barber, 2007; Boon Lomore, 2 006). Under this situation, celebrity is useless for add value on our lives but only make troubles. On the other hand, celebrities could impact people positively if they perform well and mass media advertise good aspects. Furedi (2010) stated that celebrities gossips may represent peoples daily lives and give them psychological comforts. At same time, celebrities promote healthy lifestyle and attitude to people. For example, Michael Jacksons Beat it is very exciting and encourage people to face difficulties. Because of the appeal of celebrities, they contribute a lot in charities and other aspects of society, such as Michael Jackson were awarded result from his contributions in Afrcia (BBC News (b), 2009). Indeed, celebrities procedure of achievements like Michael Jackson could encourage people fighting for dreams (Cashmore, 2006; Furedi, 2010). In addition, the creation and commodification of celebrities TV shows (e.g. X-Factors) encourage ordinary people to achieve their dreams. Especially the players in these shows could share their ideas to public and make it as recognitions (F uredi, 2010). Additionally, this may close the distance between celebrities and ordinary people (Cashmore, 2006). Picture 4 (Picture from internet) Overall, celebrities and celebrity culture have effects in our daily lives. It is hard to say which side is more, just like the case of Michael Jackson. However, the problems which are made by celebrities or celebrity culture could be solved if mass media and celebrity industry select more disciplined players. Meanwhile, journalists and media companies disclose more positive news but not only gossips, the celebrity culture is worth for our well being. 3. Marketers who target children are no better than paedophiles. All marketing to kids should be banned. Purchasing power of children is not only affect on children but also their families. Children market was worth $24 billion and encouraged another $500 billion in family consumption indirectly years ago (Moore, 2004). Therefore, marketers target to children and wish to make more profit. However, debates on ethical considerations about advertising to children via mass media are argued for a long time, because there are negative effects in these advertisements. At same time, result from some positive implications of marketing to children, advertising to kids could not be denied at all. Advertisement for children has negative effects on lifestyle and attitude of children, especially food habits and materialism. First of all, large proportion of TV advertisements targeted children is food and drinks, particularly sweets and convenience food which are less healthy (Gunter et al, 2005; McGinnis et al, 2006). Otherwise, some advertisements contain violence or contents are not suit for children (Truman, 2004). This implicates lifestyle of people for long and may influence on social problem today. For example, approximately 16% of children and adolescence in US have problem on obesity (McGinnis et al, 2006). Additionally, advertisements carry marketers bias which may affect attitudes of children. Indeed, children have less ability of judgement when they receive the information which is included in advertisements (Hofferth, 2010; Pettersson Fjellstrom, 2006). Under this situation, children may fall in materialism and consumerism (Barber, 2007). Take an instance, advertisements for Christmas may encourage children to ask more gifts from parents (Gunter et al, 2005). In addition, children would like to ask for payments if their parents want help from them (BBC News(c), 2011). Due to the negative effects of advertising to children, some countries limit this kind of commercial activities, such as Australia has time limitation for childrens advertisements, Sweden bans all advertisements which aimed at children below 12 years old, and UK has detailed regulations for advertisements as well (Gunter et al, 2005). Control the contents of advertisements for children via National law are important, because media companies do not want to take risks to post unethical advertisements. Beyond national codes, education of acknowledging advertisements from parents and school are as equal important in this field. Result from children become more important in family consumption life, consumer education for children is essential for avoiding deceives from marketers (Pettersson Fjellstrom, 2006). Children may not know the meaning of advertisements, therefore, how they understand the advertisements are rely on explanations of their parents (Gunter et al, 2005). Another path for pupils understanding advertisements is school education (Gunter et al, 2005). For instance, it is legal to advertising to children in schools in England (Clark, 2004), and this is chance for teaching students how to judge advertisements. On the other hand, advertising to children appropriately may have positive influences. Similarly as mentioned above, advertisements could be inserted the information which is good for children, such as help children to recognise and memorise some culture issues, for example, the meaning of Christmas festival (Gunter et al, 2005). Meanwhile, advertisements are supposed to send healthy lifestyle and attitudes to children and that will have positive implications if there are enough detailed codes for the media companies (Hofferth, 2010). Some companies did advertisement which contains contents good for children, for example, PG Kids Winter Olympics commercial (http://www.youtube.com/watch?v=gGgwfjA0V14). Overall, commercial advertisements have negative influences on children because marketers want to sell more products. However, the power of advertisement should be admitted and use it for the better. National laws are effective on this subject and detailed codes will let companies create better advertisement good for commercial and children. 4. We would all be better off without supermarkets. In the UK, five biggest supermarket chains such as Tesco, Sainsbury, Asda take over 80% of grocery market share (NewStatesman, 2003). In the meantime, less and less corner shops can survive when supermarkets closed in. Approximate 100,000 corner shops were closed since 1940s (NewStatesman, 2003). Supermarkets look like double-edged sword, provide conveniences to consumers but also damage society, particularly they change the concept and behaviour of shopping. Indeed, supermarket is the future because it can use sources more effectively. Supermarket chains have advantages to compete with small independent shops and provide convenience to customers. First of all, supermarket is more effective and provides one-stop service for customers. For example, people can find everything they need in one big supermarket (Taylor, 2011). Secondly, cheaper and quality products are provided by supermarket chains, especially supermarket named products (Simms, 2007). Moreover, supermarkets can create employee occupations for local people. Tesco claimed 140 jobs are created in each new store (Monbiot, 2009). However, comparing with benefits which are brought by supermarkets, more damages are created to consumers and society at same time. Firstly, damages will be discussed from stand point of consumers. Shoppers are dissatisfied with supermarkets. According to Simms (2007), around 50% of people feel unhappy when they are shopping in Tesco because of bored, stress and other unpleasant reasons. In addition, the price of products is not as cheap as supermarkets claimed. For instance, bread, eggs, and milk are more expensive than local independent shops (Taylor, 2011). Food price is higher than rate of inflation recently and supermarket is considered as a sector which push price going up (Wearden, 2011). Meanwhile, it is trap to shopping in supermarkets because people try to full fill their trolleys, which means spend more money (Taylor, 2011). On the other hand, less variety of food can be found in supermarkets (Eastbourne Herald, 2011) Supermarket chains dominate market which has negative effects on interests of suppliers, communities and local authorities as well. Supermarkets squeeze suppliers because they have market and suppliers have to dependent on them, particularly farmers (Arnold, 2004; Gray, 2003; Timpson, 2011). Figure 1 shows the supermarkets and mid-chains grind farmers. Indeed, it is untrue that a new supermarket store could provide 140 jobs but at least over 270 unemployed will happen (Monbiot, 2009). Some people who loss jobs were corner shop owners, and they created 5 times job opportunities than supermarkets originally (Monbiot, 2009; Simms, 2007). Due to corner shop owners are almost local people, the shop could be the connection for community, and residents have chance to have conversation usually (Simms, 2007; NewStatesman, 2003). Figure 1 (Arnold, 2004) Simms argued that big supermarket chains like Tesco may kidnap local authorities to ask what they want (2007). Over 90% of the population choose to go to supermarkets as first option when they want to shopping (Arnold, 2004). This means supermarkets have been vital role in our daily life and government should follow them. Another advantage of supermarket chains is they can keep on appealing local authorities base on their tremendous financial power, for example, the turnover of Tesco in 2008 is 47 billion (Simms, 2007). Supermarket chains provide conveniences to people before they become profit earning machine. People can enjoy shopping and have chance to get cheaper but good quality products. However, supermarkets tie up the whole society and transform the traditional shopping habit of all consumers, even authorities cannot beat them. Supermarket is good for using resources more effectively, but appropriate control is necessary. 5. Is that acceptable to buy fake brands? Counterfeiting of named brands is an international commercial problem today. Piracy is illegal and unethical, however, people still buying. There are two types of consumers perspective on counterfeits purchasing behaviourdeceptive and non-deceptive (Wilcox et al, 2009; Nia Zaichkowsky, 2000). Deceptive counterfeiting damages consumers benefits because it exists among genuine products and hard to be distinguished. Non-deceptive counterfeiting is fully recognised by consumers but they wish to purchase (Wilcox et al, 2009). No matter what kind of reason, it is not acceptable to buy counterfeit brands. Some people argued that counterfeits helped genuine brands promoting to customers. Counterfeits may increase awareness of named brands and bring additional orders for genuine manufactories (Staake et al, 2009). McCartney stated that people buy counterfeits when they young and ignorant, but genuine products are their pursuit when they become elder (2005). Indeed, customers may think counterfeits are inferior and cannot be compared with original products on quality. Therefore, fake products cannot devalue the genuine brands, manufactories and marketers concentrate on creating strong positive images and good quality products will bring success (Nia Zaichkowsky, 2000). The counterfeits may have positive effects as stated above, but this is not the reason to buy fake products. Meanwhile, it is impossible to ban all counterfeits because of high profit and consumers desire of luxury brand which encourage counterfeiters to take risks (Wilcox et al, 2009). Counterfeiters can obtain high profit because there is no expensive design and advertising cost, and raw material cost is low because of quality (Juggessur Cohen, 2009). Consumers will to buy fake named fashion products because of psychological reason. Counterfeits such as clothes, bags and shoes seem harmless and cheaper, especially some counterfeiters could provide the products which similar as genuine, this may be why people could accept fake products (Cathcart, 2007). However, fake brand products disrupt normal commercial life and bring social problems. Companies like Burberry claimed loss every year because of counterfeits, for example, US counterfeit market was worth $155 million in 2006 (Hilton et al, 2004). Furthermore, counterfeiters are also invading in low-end markets and bring negative effects. Take an instance, Kiwi label in Africa lose 20% sales overall because of counterfeit products, as a result, some plants have to be closed and people lose their jobs (Businessweek, 2008). Purchasing fake products would decrease the income of named companies and increase unemployment rate, this is bad for development of economy and security of society. Therefore, stop buying counterfeits and learning knowledge about anti-counterfeit is necessary. Moreover, purchasing fake products is not respect on creation. Branded companies invest huge capital to develop new products for consumers. This is the cost which should be collected back on selling. However, it is not sustainable development if people do not buy genuine products but counterfeits (Staake et al, 2009). For example, Microsoft lost $2 billion in China in 2007 because of counterfeiting (Microsoft, 2007). It is a disaster if China is main market of Microsoft because that means the company cannot obtain money back on time to develop new product. To sum up, fake brands might have some positive effects which are proved. However, negative influences are main part of discussion. People buy counterfeits will bring legal and moral considerations, and affect on normal business life. Indeed, unemployment and slower creating may attribute to this behaviour.

Marketing Analysis and Planning at HSBC

Marketing Analysis and Planning at HSBC This report highlights the market segmentation of the HSBC credit card in India. The organisation segments the market on the basis of geographic locations and in view of income, lifestyle and behavioural traits. The product has been majorly targeted to the existing customers of the bank and the shopaholics at the Westside store. The bank also emphasises on increasing credit card-spends and customer satisfaction by offering distinct product types and elite additional benefits unlike its industry rivals. The brand image and service excellence of the organisation has positioned its credit card at an elevation. The marketing mix strategy executed by the bank coils strength to the market position of its credit card. HSBC has designed its credit card to satisfy the needs of every individual in the respective market segment by offering six different card types. The demand for credit card is increasing in the country as more people prefer plastic money over hard cash. Hence, they are willing to pay the optimum price for the card usage. The massive presence of the entity gives an advantage over the competitors and provides convenience to the customers. The report also emphasises on the success of cobrand association with the Westside store and the effective marketing strategies implemented by HSBC. The consumer engages in complex buying behaviour due to numerous similar product options. The effective and efficient marketing mix implemented by the bank echoes positivity on the buyers behaviour towards the credit card. The product satisfies the consumer needs and wants, cost, convenience and communication aspect enhancing the buyers inclination towards the product. Finally, the report critiques the marketing strategy executed by the organisation. It also sketches the key marketing facts and suggests future marketing plans which might help in accelerating growth. 1.1 Description of the Organisation The HSBC group in India was founded in October 1853 when the Mercantile Bank of India, China and London was established in Mumbai. With the authorised capital of INR 5 million, the mercantile bank opened branches in Chennai, London, Colombo and Kandy. By 1855, the bank expanded operations in Kolkata, Canton, Singapore, Hong Kong and Shanghai. The HSBC Group serves around 100 million customers worldwide through around 8,000 offices in 87 countries and territories in Europe, the Asia-Pacific region, the Americas, the Middle East and Africa. With assets of some USD 2,418 billion at 30 June 2010, HSBC is one of the worlds largest banking and financial services organisation. HSBC is marketed worldwide as the worlds local bank. (About us, www.hsbc.co.in) The HSBC Group is committed to the five core business principles of outstanding customer service: effective and efficient operations, strong capital and liquidity, prudent lending policy and strict expense discipline. 2. The market segment of HSBC credit card HSBC isolates the various broad segments within the market and follows segmented marketing. The company divides the market on the basis of creditability. It offers several card types to different market segment adopting clustered preferences. The chart below illustrates HSBCs bases for segmenting: C:UsersPrashantDesktopUntitledaa.jpg The consumer market has been classified on the grounds of different geographical units i.e. states, cities and regions. The main focus is to target urban and sub-urban markets needs and preferences. With the economic growth in the country, double income has become a common scenario in most families resulting in high spending power. HSBC divides the market on the basis of their income and the purchasing power, occupation and social class. Buyer under the common segment group may have different psychographic profiles bases personality and lifestyle. HSBC and Westside offer the cobranded card that is designed to supplement the lifestyle and is regarded as mark of prestige and recognition. The consumer market has further been segmented on the basis of the buyers attitude, knowledge, usage and response to the product. 2.1 Product Targeting HSBC targets the existing customers of the bank from Personal Banking, Assets and Investments and Personal Finance Services (PLB, AIQ PFS) through open market acquisition bases their creditability. HSBC amalgamates its customer base, while amplifying revenue from within the existing customers by majorly increasing their spending on the card instead of hunting for new prospects. The bank can afford new cards, but not at the expense of non-performing assets (NPA). The bank majorly engages in cleaning-up on credit card portfolio and emphasis on retained growth. The bank also considers the credit cards for upgradation to superior card types bases the income criteria. The chart below shows the income eligibility criteria (GBP) for its card types: Source- www.hsbc.co.in There is no income eligibility criterion for HSBC Premier credit card as the existing cards are upgraded to Premier bases card performance and creditability. Furthermore, HSBC targets the Westside store shoppers covering the entire age group in the market. With the acceleration in urbanisation, the rise in customer density area is evident thus enabling efficient utilisation of resources by reaching same number of consumers with minimum number of store outlets. The consumers are in the middle to high range income groups as the products in the store are moderately priced. HSBC Credit card operations, which keep a hawks eye on demographics, are swooping down on shopaholic consumers through the cobrand association with the Westside store. 2.2 Market Positioning and Major Competitors HSBC has a competitive advantage over its counterparts as it engages in offering better, cheaper and newer products and services. It incorporates the customer-benefit approach and product-class approach in order to position its product overcoming the industry rivals. Major Competitors: Citibank Credit Card Standard Chartered Credit Card SBI Credit Card ICICI Credit Card Axis Bank Credit Card HSBC differentiates its credit card from its competitors bases four dimensions: Product Differentiation The HSBC credit card provides special features like fuel surcharge waiver and exclusive rewards programme. The petrol fuel surcharge waiver is an elite feature on HSBC credit card which undermines the similar product offered by the market competitors. The rewards programme on HSBC credit card gives bonus points to the cardholder on every purchase that can be redeemed for annual fees, gifts, gift vouchers, charities and JPmiles (Jet Airways Jet privilege account). Along with these features, HSBC Westside Co-branded card is packed with benefits from both the HSBC and Westside. The card offers privileges and superior savings for a memorable shopping experience unlike its competitors. The HSBC credit card is globally accepted at over 18 million establishments worldwide and over 1 lakh establishments in India. The card has access to cash, round the clock, at over 700000 ATMs worldwide. HSBC endeavours password protected payment facility on the Internet at no additional cost. Moreover, the card comes with the zero lost card liability after the loss of card has been reported to the HSBC. Service Differentiation The cardholder is provided with the usage and service guide along with the credit card to safeguard consumer from any misuse of the product. Moreover, HSBCs international connectivity gives it competitive advantage over a similar product available in the market. The post-sale service is also an integral aspect that a consumer looks for before buying a product. HSBCs preamble is to ensure that the customer get the best of service. The cardholder may contact the customer service channels i.e. phone banking service, email or visit the nearest HSBC branch for any probes. The quality of service offered by HSBC provides a brink to its credit cards market position over the industry rivals in the market. Image Differentiation An established brand name is the result of HSBCs continuous identity building programs and service excellence. The logo of the bank signifies that the doors of the Hongkong and Shanghai Banking Corporation are open for business. The symbol of hexagon representing the six quadrants has an instant recognition and bagged a distinct place in the target customers mind. The same has also worked into brand advertisements in conveying the company personality. At the same time, the banks focus is to create a professional and elegant unified ambience across establishments. There is an exclusive Premier Service desk in selected branches to ensure extra comfort and convenience for its valued customer. The organisation has always believed in playing an active role in the community it serves. At HSBC, corporate sustainability is not mere generosity. It takes its Corporate Sustainability (CS) role seriously and helps create an environment where business and nature can flourish hand in hand. Its MicroFinance lending initiative launched in April 2005 has already benefited almost 9000 poor households in Andhra Pradesh giving them the hope of a sustainable livelihood. (HSBC, www.superbrandsindia.com) Majorly, all the banks offer similar offers and features in the product though; it is HSBCs brand name that creates a difference. Personnel Differentiation HSBC has a strong competitive advantage through hiring and training the better individual that its competitors do. The market segment by HSBC is commendable and targeting market bases financial stability is opt for the industry type as there is huge risk involved. Since, the Indian economy to an extent has recovered from the recession; the bank can initiate offering credit cards to new customer bases. The New to Business (NTB) consumer group can be arbitrated bases their credit history and financial stability within formulated limitations using forecast based risk management. Otherwise, the bank ensures service excellence, local presence and strong market position that undermines its rivals. 3. Marketing Mix Developed by HSBC Supports Its Market Position for Credit Card HSBC devises marketing activities and instils the marketing-mix strategies to influence its business partners along with the prospect consumer. Marketing activities are aimed to create awareness, communication and deliver value to the consumer. 3.1 Product The bank offers different product types for every consumer with different needs and wants. The core product benefit of the credit card is the 52 days free credit period for repayment of purchases. The credit card also comes with the cash advance facility wherein the customer can withdraw cash within the specified cash credit limit. The HSBC credit card types currently in the market are as follows: HSBC Classic credit card HSBC Gold credit card HSBC Platinum credit card HSBC Premier credit card HSBC Westside Cobrand Classic credit card HSBC Westside Cobrand Gold credit card With the HSBC Credit Card the consumers can avail the Balance Transfer which allows them to transfer other credit card outstanding dues for repayment at lower interest rates. Furthermore, the HSBC credit card comes with the Loan on Phone facility to convert the purchase into easy instalments. The bank also has cobrand association with CPP Assistance Services Private Limited to safeguard the cardholders interest in event of card loss, theft and related fraud. The CPP (Card Protection Plan) shields the loss of important cards valuable documents including the other credit, debit, ATM, membership or loyalty cards. Furthermore, the role shoppers can also apply upto three additional credit cards for their spouse, parents, siblings and children. 3.2 Price The HSBC credit card has been priced high compared to the most of the competitors in the market. The consumer does not hesitate to opt for the card at offered price considering the brand name and the additional features of the product. The bank charges annual fee towards the card usage which is levied to the cardholders account in the anniversary month and a joining fee on some card types that is levied at point of sale. From time to time, the bank offer cards with no joining fee and cards free from annual fee for life to select customers. The bank may offer 50% discount on the fee bases the creditability of the prospect and the existing customer. 3.3 Place The enormous International presence of the bank ascertains to be a marketing advantage. It endeavours ease of access to bank services to the cardholder even on an international travel. The existing customers of the bank (PLB, AIQ, and PFS) can directly approach any of the branches for credit card application. However, the bank has also established various distribution channels across country i.e. Direct Selling Agents (DSAs) who generates business for the bank under a mutual agreement. Moreover, the banks cobrand association with Westside store has concentrated the target prospect of the bank and enriched its local presence. The consumer can apply for HSBC Westside credit card by visiting any of the Westside store in the region. The Westside store has an enormous presence in the country that ensures that prospect consumers are at ease to reach the product. 3.4 Promotion HSBC focuses on establishing sound communication with the consumer and implement Direct Marketing strategies. The bank advertises the credit card through various marketing means like Email Telemarketing, trade magazine advertising, hoardings, brochures and cobranding. The bank also attempts to create a positive image of the product to ensure word of mouth strategy works for the product. The Westside association has proved propitious for the bank in conquering the target market base. The card is being majorly marketed by cobranding with other business partners (e.g. pizza hut, movie theatres) in form of discounts and coupons to existing cardholders. From time to time, the bank launches the cash back scheme on card usage or on purchases with associated business partners to retain the existing cardholders and lure the prospect. E.g. the bank is offering 5% -10% cash back on purchase using HSBC credit card with the merchant MakeMyTrip (India) Pvt. Ltd. (Travel Agency). The strategy of offering different product types expands HSBCs market horizons and also ensures convenience and sound communication. HSBC views email marketing as a vital component of their overall marketing mix, enabling them to communicate with their customers in a highly targeted way.CPP insurance offered by the bank safeguards the consumer liability for misuse before reporting the card as lost. However, the bank can also offer a card type that requires a passcode on manual swipes like it offers secure pay for online purchases. This will enhance security and the bank would expand its customer base by attracting the consumer group who do not opt for credit card due to the risks involved. 4. Marketing Mix implemented by HSBC influences Buying Behaviour for its Credit Card As the product is one time buy and is long-term association, the consumer engages in complex buying behaviour. The studies show that similar social class exhibit similar buying behaviour. The banks strategy to offer different product types influences the buyers behaviour to opt for the respective product types. The basic core product is identical to the similar product being offered by the industry rivals. However, the distinct product type and additional exclusive features associated with HSBC credit card allures the esteem-seekers who look for class, brand and snootiness. CPP insurance on the credit card safeguards the buyer from the perceived financial risk. Also, the EMI facility towards purchase is more likely to generate magnetizing effect on the buyer. This is also a well-known fact that in spite of increased interest rate and annual fee levied, the demand for credit card is rising. In the last decade in India, the usage of plastic money encouraged the young middle class to defy the Hindi adage Dont stretch your feet beyond your sheet which is another way of saying, Live within your means. (The swipe and spend economy, p.4) Hence, the pricing strategy opted by HSBC has been quite successful to attract the target consumer who associate the product with prestige and reputation. The bank might fail to allure the consumers who look for cost benefit and whose interest is only in the cashless purchase and credit facility. However, the bank should offer a card type without any joining or annual fee with the core product benefit for full market coverage. Many people have a psychology to correlate the price of the product with its quality and brand name the costlier the better. Such consumers are likely to have positive approach while making a purchase decision. C:UsersPrashantDesktopaaa.jpg The 4 Cs associated with the 4 Ps As the HSBCs tagline goes the Worlds Local Bank the bank ensures the same substantiates to be true with its massive presence in the country and worldwide. The Marketing Mix variable Place has been designed by the bank as such it delivers customer benefit effectively. It provides ease of access to the consumers unlike any of the competitors in the Indian market. Hence, the contended comforters who ponder the convenience and service would consider the product over its substitutes. Thereafter, as the credit cardholders need continuous association and post-sale services, the self-actualizers would understand the benefit of massive presence of the entity. HSBC engages in personalized promotion through direct marketing that enhances effective communication with the consumer and develops loyalty and trust towards the brand. The Email and Telemarketing adopted by HSBC has been the wisest strategy to approach the existing customers of the bank. HSBC is a big brand name and a buyer will have a tendency to buy the HSBC credit card if the reference group or the influencer is currently using the same. The word of mouth strategy works well for these buyers. The family members or friends of the existing customers are likely to choose HSBC credit card over its rivals. The bank emphasises on associating with brands that is most popular by all in the target consumer group to expand its market horizon. There will be no market for product that everybody likes a little, only for products that somebody likes a lot. (Kotler.P, Marketing Management p.251) HSBCs association with popular brand develops a positive image for its product and the consumer having preference for the associated brand would develop positive image towards HSBC. 5. Conclusion HSBC credit cards are among the most popular and top-rated credit cards in India. The product has been designed as per the market requirement and caters to the needs and wants of every individual with different product attributes, brand image and additional benefits. Furthermore, the bank focuses on operational excellence, customer intimacy and product leadership to enhance its market position over its industry rivals. The product is moderately priced and ensures convenience to the buyer. HSBCs cobrand association with Westside and collaboration with strong business partners creates positive buyers approach towards the product.

Platos Allegory of a Cave, Wachowskis Matrix, and Marge Piercys Woman on the Edge of Time :: Argumentative Persuasive Papers

Plato's Allegory of a Cave, Wachowski's Matrix, and Marge Piercy's Woman on the Edge of Time Plato's Allegory of a Cave is a story about prisoners that are chained underground, who can not see anything except for shadows caste on a wall by a fire. The only thing that these prisoners can see is the shadows of people. Eventually, one of the prisoners breaks free of the chain and ventures out into the real world. In the real world the freed prisoner discovers that the shadows in the cave are created from light diverge off people. He recognizes there is a whole new world filled with light. The freed prisoner is very confused and blinded by the light so he decides to return to the cave. When the prisoner returns to the cave, he shares what he saw in the real world with the other prisoners. The remaining prisoners treat the freed prisoner like he is crazy and they tell the freed prisoner that the real world does not exist. The prisoners in the cave do not believe in the real world because the cave is all that they know exists. Platos story is a close parallel to the film The Matrix and Marge Piercys Woman on the Edge of Time. Platos theory suggests that masses should be silenced in order to discourage desire because desire leads people to be unjust. Thus, equilibrium is needed to create peace and prevent chaos between two powerful worlds. The parallel of Platos theory can be seen in Marge Piercys Woman on the Edge of Time. The novel is about a chosen person, Connie, and her journey to keep peace between the machine world and the human world. Connie has special communicating powers, in which she is able to contact two completely different future worlds. The first world is a total utopia where Connie communicates with Luciente. The utopian world is a very high spirited, trustworthy, healthy community which is extremely peaceful and relies very little on technology. The world in a dysutopian, is completely controlled by computers, and humans are slave-like to cyborgs. This world is very dirty and the world wa s completely trashed. Connie lives in the present, where the worlds future is threaten by complete control by machines or a world with no technology. Like the prisoner in Platos story, Connie is shunned by society and put in a mental hospital.

Understanding Of Scottish Society :: essays research papers fc

Abstract The concept of a nation state has only emerged over the last couple of centuries, before this point less advanced and coherent states managed the affairs of the populous. The nation state is the overlapping of two separate features. The nation is the identity that individuals relate to within the society. This can exist on its own, as all that is needed is a person to feel that they have a connection with others on no more than shared belonging. The state is used to take national feelings of loyalty and use them to effectively govern peoples lives. The state almost like a governmental overlay for a national identity to operate within. Scotland can be seen in this light because it is a fine example of what nationhood looks like, without the apparatus of the state to cloud the picture. Scotland has this dual identity of Scottish nation within the confines of a British state. In answering this question it is necessary to investigate the origins of modern nation states. Firstly examining what the term 'Nation State' means by breaking it down into its two parts. Lastly I will examine how accurate a term the 'Nation State' is when applied to Scottish Society. The 'Nation State' is a recent phenomena, with most of human history being founded on stateless societies. These stateless societies refer to the tribal and clan systems that existed across the globe, before the emergence of larger societies such as Empires and Kingdoms. These societies were able to function as they were relatively small. The whole or at least a large part of the community could be involved in any decision that need to be made, although because of their size complex decision making processes were needed. With the increase of population and the subsequent competition for limited resources, systems started to emerge that could handle the new demands. Economies started to produce more than what was required by the community, so the surplus was trade with neighbouring communities. This process also created the need for higher authority to govern the transactions between the communities. These embryonic communities developed into what can be described as traditional states, with a sovereign leader such as a King or Emperor who ruled absolutely. They could do this because they held the reins of the states military forces. In Max Weber's view this was the critical component of any state. For a state to be legitimate it must have a monopoly of the use of violence within the confines of its own territory. However usually this was only a last resort and the ordinary people were quite unaware of the state developing around them. A limited form of government would emerge to ensure that the Head of the State could rule effectively.

Mexican Cartel Essays -- Drugs, Weapon, Trafficking

Mexican Cartel Drug War Mexico has a long history of cartels the deaths, drugs and weapon trafficking is in all time high increasing year by year. â€Å"Mexico's gangs have flourished since the late 19th century, mostly in the north due to their proximity to towns along the U.S.-Mexico border. But it was the American appetite for cocaine in the 1970s that gave Mexican drug cartels immense power to manufacture and transport drugs across the border. Early Mexican gangs were primarily situated in border towns where prostitution, drug use, bootlegging and extortion flourished† (Wagner). They keep themselves armed and ready with gun supplies shipped from the U.S, taking control of the drug trades. The violence is spilling so out of control that they overthrew the Mexican government. The cartels are now in control of most of the drug trades and are successful. The Mexican border gives them the power to go everywhere they desire, making them a relentless force. â€Å"To date operation Xcellrator has led the arrest of 755 individuals and the seizure of approximately 5 U.S. Currency more than 12,000 kilograms of cocaine, more than 16,000 pounds of marijuana, more than 11,000 of methamphetamine, more than 8 kilograms of heroin, approximately 1.3 million pills of ecstasy†(Doj 2). Mexican cartels extend to central and southern America. Columbia is the supply of much of the cocaine exported to the U.S. Colombia is under control of South American gangs, they do business with the Mexican cartels to transport drugs the north. The Northern Mexican gangs hold the most control because the territory is very important (Wagner1). They are many different types of cartel in Mexico it also signifies that there are killing each other so their cartel can expand an... ...g steps in helping out with any evidence we might know to the official authorities and FBIs. In doing all this we secure our borders by stopping gun flow, any types of drugs, kidnappings, murders, and the criminals causing it before it gets to out of control and start doing it on our side of the border. â€Å"We must employ the full spectrum of our law enforcement agencies` resources, expertise, and statutory authorities by continuing to work together, building on what we have done well so far and developing new ideas to refresh our strategies, we can rise to the current challenge. Again, thank you for your recognition of this important issue and the opportunity to testify here today† (Odgen6). Together, we can help the U.S and Mexico to work together more often to build a better border and a strong army of men designed for a better future in favor of the both nations.

Biomedical or scientific, naturalistic or holistic

People view illness and death differently depending including on their own personal beliefs as well as their culture. The 3 major views that are often used by different cultures to explain the causes of death and disease are: biomedical or scientific, naturalistic or holistic, and magic-religious. Biochemical or scientific worldview is the most prevalent view in our healthcare system and it is embraced by most nurses and other health care providers. The basic idea of this view is that all events in life have a cause and effect, and that the human body works like a machine, and all reality can be observed and measured (ex:BP, Papa levels, intelligence test. ) one example of the biochemical or scientific view regarding disease and illness is the bacterial or viral explanation of communicable disease. A naturalistic or holistic viewpoint are commonly embraced among the Native American, Hispanics, African American, Arab and Asian cultures. This viewpoint explains and focuses on the holis tic explanation of what caused the disease. This belief focuses on keeping the forces of nature in natural balance and harmony. Many Asian groups believe in the yin and yang theory which is a great example of this viewpoint.The yin and yang theory is a belief that there Is an ultimate balance between everything in life one way or another, meaning that health is believed to exist when all aspects of a person are In perfect balance or harmony. According to the holistic theories, disrupting the laws of nature creates Imbalances, chaos, and disease. The Magic- Religious view's basic concept It that the world Is a place where the supernatural forces dominate, and they believe that the fate of everyone depends on the action of the supernatural forces for good and evil.According to some African American and Caribbean people their explanations of magical causes of Illness Include belief In voodoo or which craft. There are some Christian religions that believe In faith healing to help fight disease and Infection. These three viewpoints are defiantly very different from one another. As a nurse, It Is important to be aware that people view heath and Illness differently. A nurse must know that not matter If they agrees with the patient's views or not, they must respect the patients beliefs and do everything possible to work within the guidelines of their sews and beliefs to give them the best care possible.Brenner: Chapter 7 [pages 102-103] http://YMMV. Credulous. Com/theory/waylaying. CFML http://w+M. Nursing-nurse. Com/causes-of-illness-236/ biomedical or scientific, naturalistic or holistic, and magic-religious By Alexandra_enema example of this viewpoint. The yin and yang theory is a belief that there is an is believed to exist when all aspects of a person are in perfect balance or harmony. According to the holistic theories, disrupting the laws of nature creates imbalances, chaos, and disease.The Magic- Religious views basic concept it that the world is a magical cau ses of illness include belief in voodoo or which craft. There are some Christian religions that believe in faith healing to help fight disease and infection. These three viewpoints are defiantly very different from one another. As a nurse, it is important to be aware that people view heath and illness differently. A nurse must know that not matter if they agrees with the patient's views or not, they must respect http://www. Credulous. Com/theory/yang. CFML http://www. Nursing-nurse. Com/causes-of-illness-236/

Definition of the political system Essay

The claims of superiority, often evident in the attitudes and actions of the west, is based on their acceptance of democracy and the ideals which it suggests. Democracy is the fundamental basis that western countries use to claim themselves superior to other countries in the world. Western countries believe that democracy is the only fair form of government and are often critical of countries that have different forms of government. One of the ironies of these facts is that most citizens of democratic countries do not know what the word democracy means and what it represents. â€Å"A citizen of America will cross the ocean to fight for democracy, but wont cross the street to vote in a national election.† Bill Vaughan The Oxford dictionary defines democracy as government by the people, direct or representative. In Canada we have a representative democracy that allows us to pick our political leaders, but because of the laws and institutions that are in place it is unlikely that we will ever have a â€Å"pure† form of democracy. Some of the important questions, which all Canadians need to ask themselves, include those at the heart of this essay: Why do we call ourselves a democracy, do we only have democratic rights every four years when we are asked to vote? When we chose those who will represent us do we have any control over their actions after they are in power? What possible means do the people have in controlling politicians and government decisions? These and other questions need to be addressed in order to determine the nature of our democracy and perhaps our attitudes toward it. Representation is an essential element of modern democracy. In comparing populations of modern countries to the 5th century B.C.E. city-state of Athens, where the first democracy originated, the first difficulty encountered by modern democracy becomes clear. The citizen assembly in Athens was the most innovative and important idea in the development of democratic politics. The small population of Athens, however, allowed for a gathering of all men over the age of 18. Modern cities and states could never gather all men and women over 18 in one area to discuss and vote on every aspect of a political agenda. The modern solution, representative democracy, ensures that one person who voices the opinions of the majority represents a large number of people in the government. Unfortunately in  modern politics this does not usually work the way it was intended to. In theory representative democracy is a logical and practical way to deal with large populations and limited time. But with political corruption being a widespread problem, the voice of the majority is not always heard and their interests are not always fought for. Instead our political system is corrupted by influence and alliances and this is one of the principle reasons why modern western countries will never have a pure form of democracy. During the Golden Age of Athens, democracy was the prided of all Athenians and they believed in only the purest form of democratic institutions. â€Å"The most pure democracy, is that which is so called principally from that equality which prevails in it, for this is what the law in that state directs: that the poor shall be in no greater subjection than the rich, nor that the supreme power shall be lodged with either of these, but both shall share it. For if liberty and equality, as some persons suppose, are chiefly to be found in a democracy, it must be so by every department of government being alike open to all?as the people are majority and what they vote is law† Democracy in Athens included people being given positions of power at random by drawing names or by election by peers. Modern democracy has become a means to pick our so-called political elites, those that have devoted their lives to politics. The elite are people we pick who have the real power in the institutions of representative government. The question that needs to be addressed is whether we have any control over those in power after we have put them there. Are there laws and institutions in place to prevent a group from gaining so much power that they are hard to challenge? I do not think there are. In some ways the people do have democracy only when they can vote every four years. That is one of the few times that the public is a real threat to any party. Canadians do have a lack of total control over actions of the government, the essential element of pure democracy. Majority rule in the  legislature is an element of the Canadian government that allows for a party to be in a position where few things threaten its ability to govern how it wants. If a party in Canada holds the majority rule in the House of Commons they are given the opportunity to place members in the senate. Also if the party holds majority in the House of Commons for long enough they will be able to create a majority in the senate. The Prime Minister of the party that hold a Commons majority is able to pick the governor general (a political figurehead), and they have almost absolute power and influence over the various institutions of government. This is why, in democratic countries like Canada, it is necessary to have institutions or laws that will keep the government in check. A government that holds the majority fears few things when it comes to the public. It can easily be seen that demonstrations have little effect on the government nor do many attempts by the public to get the governments attention. There are two very important things that the governments do fear and have little direct influence over, the Supreme Court of Canada and the media. Both of these institutions cater to the rights of every Canadian. The Supreme Court has jurisdiction over disputes in all areas of the law, including constitutional law, administrative law, criminal law and civil law. One of the main functions of the court is to interpret the constitution as it pertains to the rights of Canadians. The Supreme Court is often called on to assist the government in interpreting the constitution during the creation of new law. Because the Supreme Court is based around fundamental human rights the government must abide by its rulings without question. And when it comes to the Supreme Court there are few instances of corruption, which is one of the bigger problems in politics. The Press, or Fifth Estate, is the second important check on government power. The press is the voice of the people, and although susceptible to manipulations of government, it is vital in keeping the public informed. The press are members of the public who appeal to the public and don’t necessarily care what the government thinks. The laws surrounding freedom of speech and freedom of the press allow the public to have some access to the truth. In my opinion the press has become a modern substitute for the  Athenian assembly where all Athenians were invited to every assembly to hear arguments on all aspects of political decisions. Although in modern democracy every citizen is not given the right to vote on every political decision, the media allows for the public to hear arguments from both sides about all issues. If one desired, one could find information on every issue up for debate in the House of Commons on any given day. When Democracy first started in Ancient Greece in a relatively small city-state of Athens it was enormously different than the democracy we know today. The basics of democracy: rule by the people, equality, and majority rule, have continued to be the foundation of modern democracy. We have maintained the basic principals of pure democracy but we have made some mandatory alterations to adopt democracy to the modern world. Sir Winston Churchill once said, â€Å"democracy is the worst form of government except all the others that have been tried.† But most importantly, at the end of the day, democracy attempts to create social equality.