Empowerment & Strategic Workforce Management Assignment

Empowerment & Strategic Workforce Management - Assignment Example An organization should make sure that the benefits that they accord to their employees are in line with their core values. For example an organization with environmental suitability as its core value should make sure that they give their employees benefits that are environmental suitability oriented. Employee reward plays a huge role in motivation of well performing employees. It makes them want to give more towards the achievement of the organization’s goals. Benefits are also very important in making the employees feel like they are appreciated by the organization and that they are part of it. As a result the organization will be in a position of improving the contribution of its employees to the achievement of the organization’s goals. Through employee development systems, an organization will have the capability of improving the performance ability of their employees. The skills and experience gained during the process would reflect in the overall productivity of an organization’s workforce. Cases when reward systems have failed to provide incentives include those that involved overspending financial resources on rewarding employee (Walker, 2002). Financial compensation is not the only form of reward that can be used in motivating employees. To avoid thi s, an organization might consider blending all the other forms of compensation and makes sure that all are in line with the organization’s goals and abilities. In a business organization, managers should make sure that they are able to strike a balance between their organization’s commitment to systems of control and to empowering employees. On way through which this can be possible is through making sure that various forms of empowerment have to be earned through employees’ performance (Oh, 2009). They can also keep the balance by making sure that they put in

Purpose of satisfying the audience Essay Example for Free

Purpose of satisfying the audience Essay On the other hand this is effective because it appeals to the audience and influences their views on Lohan, because it appeals to the audience making them envious of her. In the article from Cosmopolitan Jennifer is more in control and has a more appropriate picture for her target audience which is women from 20-30 where as the picture from sugar is suited for young adults from 13-17. The image of Jennifer is natural and has a sharp focus with a light background to make her stand out more. Jennifer looks like the glamorous one as she says that she no longer has to try hard to please others. This is because her hair is tied back just like herself tied away from the publicity. Her hair is tidy and neat like herself and it is unlike Lindsays hair. Lopez is also smiling at you being more welcoming and approachable whereas Lindsay looks rebellious and standoffish which gives Cosmopolitan readers a good impression. The article meets the purpose of entertaining the audience using imagery. The purpose of Lohans article is to introduce Lindsay and make the target audience who are teenagers, more drawn in and interested in Lindsays life t. The tag which is a piece of small text that tells you about the article, works in favour of promoting both celebrities. In Lindsays case; an alleged love for booze and bad boys Lindsays not your average Hollywood A-lister . Sugar uses quick chatty informal language and the use of booze which is colloquial language. It also uses words like nope and stuffin helps to sell and promote her. When sugar uses these types of phrases appeals to teenagers who tend to read quick easy and short texts. Whereas in Lopezs article the use of formal words like speculation and identifies and longer sentences are appropriate to entertain and satisfy the audience which are adults. They are more effective to the target audience making them feel the magazine is made just for them, but advertising the celebrities at the same time. The articles are trying to publicize Jennifer and Lindsay by putting a positive light on them. Both the articles satisfy the audience because they tell you about an everyday situation and problem. For example the celebritys love life but it is more alluring because it is based and happening to a celebrity and it is easier to compare with our own lives. In Lindsays situation its all about her wanting a boyfriend, however in Lopezs view its more about her former boyfriends and the fact that now shes at the age where she doesnt need men, which appeal to adults. The text is in favour of Lindsay, we can see this because the article talks about her life and the gossip talk that teenagers are interested in. a reported fling with Fred durst (well who hasnt? ) The article is talking about Lindsays relationship, they point the finger at Fred making it seem normal to go out with different boys, saying what Lindsay is doing is right. Which is a popular subject in teenage talk, appealing to the target audience? There is a great contradiction with her wanting to be normal. Sugar says Hollywood clones sport blonde hair, spray on tans and skinny bods And, well, normal figure here sugar says that Lindsay stands out because she doesnt look like other celebrities. She is no longer a red head or has a curvy figure but looks like a Hollywood clone. This is effective to the audience because the target audience are being entertained with this contradiction. She no longer stands out or is not normal in her figure and looks. The anchorage which is a small piece of text at the bottom of a page next to Lohans picture, gives an extra feature which supports the view of Lohan being important. Apparently Colin Farrell turned down the lovely Lindsay when did he get so fussy The anchorage is pointing the finger at Farrell, making him look bad but in my view it just makes Lindsay look more desperate and in need of promotion. Farrell is a celebrity known for his popularity for dating all girls. Whereas Jennifer Lopez doesnt seem to need it, because she has so many years of experience in the celebrity light. The desperation of Lindsay Lohan is more apparent now because she looks like another Hollywood clone, shes become skinny and blonde just like her friend Paris Hilton ( a popular super model) from looking healthy uniquely beautiful to skinny and blonde. In other words selling herself more then she needs to. She is contradicting herself because in the article when shes asked about dieting she says NO! its sad how people have become so aware of how they look, but now shes completely changed herself. The two articles entertain, inform and sell the celebrities lives in a positive light and satisfy the audience using imagery and words appealing to the target audience. In Lohans case she is promoting herself to please her target audience using colloquial language and sorter text. Whereas in Lopezs article, it refers to her love life and puts her in a positive light towards her target audience. Using longer words, formal language and text. The type of language and the length of the text suits and satisfies the different audiences.

Universal declaration of human rights

Universal declaration of human rights INTRODUCTION Universal Declaration of Human Rights(UDHR) was adopted on 10th of December 1948 by General Assembly resolution 217(III).it includes civil and political rights, economic, social, Cultural and group rights. There are quests to transform the declaration to legally binding documents, United Nations eventually adopted the two covenants, that is International covenant on civil and political rights (ICCPR) and International covenant on economic, social and cultural rights (ICESCR) in two separate instruments. The reason for the separate covenants was clearer in different arguments by scholars. In the course of two streams of arguments on whether economic and social rights received United States and western allies support or not was highly polarised that US and Western allies advocated for two separate documents while the desire for single document for both economic and political rights were from USSR and developing counties and when there was need for agreement on both sides during the cold war, US therefore advocated for ‘signature of two separate covenants to allay many fear that division of the Covenant might prioritize civil and political rights over econ omic, social and cultural rights.It indicates that many countries were against proliferation of the covenants while US and allies supported the separation because a single document was then against its capitalist policy, federalism and US stakeholders support, the motion was moved by USA and its interest hold sway, the covenants were proliferated. As a result, human rights were classified into three sub division; the ‘first generation rights known as civil and political rights while the ‘second generation rights are economic, social and cultural rights and ‘group rights as ‘third generation rights.But USA till now has not incorporated the covenants in its national law. ICCPR and ICESCR will be adumbrated by juxtaposing them with other bill of rights. INTERNATIONAL COVENANT ON CIVIL AND POLITICAL RIGHTS (ICCPR) The preamble of the covenant which was adopted in 1966 but ratified and came into force in 1976 acknowledged that the state parties to the covenants consider principles in the charter of the UN and recognized the civil and political rights in Universal Declaration of Human Rights(UDHR) and duties of individual to other individuals and community.it can be said that this covenant has its foundation in Universal Declaration of Human Rights and UN charter .Currently, there are 165 state parties and 72 signatories to the ICCPR , 113   states are also parties to the First Optional Protocol to the ICCPR..The Second Optional Protocol on abolition of death penalty was adopted for ratification in 1989 and came into force in 1991 with 71 state parties. The Covenant can be divided into a preamble and six parts, Part I -III (Articles 1 to 28) constitutes civil and political rights comparable to European and American conventions on Human Rights and African Charter on Human and Peoples rights and majority of these are ‘negative rights and briefly they are, the right to self determination,the right to life ,freedom from torture ,degrading treatment freedom from slavery and slave trade ,right to liberty and security,the right of detained persons,freedom from imprisonment from debt, freedom of movement and choice of residence,freedom of aliens from arbitrary expulsion ,right to fair trial ,Prohibition against retroactivity of criminal law ,right to recognition everywhere as a person before the law ,right to privacy, right of freedom of thought, conscience and religion, right of opinion and expression ,prohibition of propaganda for war and of incitement to national, racial or religious hatred ,right to peaceful assembly, freedom of association ,right to marry and found a family,rights of the child, political rights,equality before the law,right of person belonging to the minorities.Part IV to VI(Articles 28 to 53) contains monitoring provisions, interpretation and final c lauses. The First optional protocol has 14 articles with nexus to procedures on individual complaints while second optional protocol basically amended the right to life in article 6 of ICCPR. A cursory look at the rights shows they were copied from UDHR in order to develop it from ‘soft law to ‘hard law even the ones without nexus to it could be traced to other regional human rights, for emphasis, civil and political rights are in UDHR articles 2 to 21 while Articles 22 to 27 contains economic, social and cultural rights .ICCPR unlike Article 17 UDHR and ECHR first protocol did not however cover ‘protection to the right to property, it also did not contain rights to nationality and asylum. UDHR is normative declaration and statement of guidance in observance of human rights universally while ICCPR and ICESCR are legally binding instrument on the basis of the principle of pacta ,sunt servanda .it confers obligation on the parties because it arises from treaty. The advantage of UDHR is that all human rights and covenants relied on it and copied copiously from it, for example civil and political rights copied from, articles 3,4,5,6,9,10 etc; economic and so cial rights also copied from articles 22,23,24,25,26,and 27,importantly, ICCPR is the most comprehensive and well established UN treaty on civil and political rights.ICCPR and UDHR both share similarity by setting universal standard with the use of word ‘everyone ‘no one ‘all people, ‘all human beings. ICCPR nature as a ‘general and universal human rights treaty, most of its rights apply to every human being. Article 2(1) of ICCPR disallow any discrimination in the application of the rights, however, some of the rights are applicable only to certain categories of people like Article 6(5) restriction on death penalty is applicable only to pregnant woman and under 18 years of age. Article 27 is applicable only to ethnic, religious and linguistic minorities. Article 12 on freedom of movement is applicable to lawful residents and not illegal immigrant. Article 25 on political rights is exclusive to citizens; Article 13 on lawful redress against expression is for alien. Article 24 is for children. Political rights in article 25 ar e not for alien but for citizens. The benefit of Article 14(2) and (3) is for those charged with criminal offences. A keen observation shows that some rights are more detailed in the covenant while some are in general terms, for example Article 6,9,10, and 14(restriction) are detailed while   others are generally mentioned. Other treaties however provided detailed provisions of the generally termed rights in ICCPR, for example, UN Conventions on Discrimination against Women, the Convention on the Right of the Child, Convention against Genocide, Torture, Racial Discrimination and Declaration on Elimination of Belief or Religious Intolerance. Convention on the Rights of Person with Disabilities, International Convention for the Protection of all Persons from Enforced Disappearance.All these have generated civil and political rights into details. Most importantly however, Section 40(4) enables Human Rights Committees to comment while transmitting its report and by this explain the meaning of the rights under the covenant. Importantly, Article 2(1) talked about ‘positive character of civil and political rights ‘it means, as in the case of economic, social and cultural rights, that states parties must take positive steps to give effect to the covenant rights and to enable individuals to enjoy their rights.Some covenants on human rights are not without enforcement mechanism which is common in report system; whereby state parties submit report on the implementation of the rights in the covenant.Human Right Committee (HRC) has the monitoring task ascribed to it by article 28 of ICCPR to ensure compliance of state parties to their obligations and examine state reports in accordance to Article 40.It has inter-state and individual complaints procedure and this the committee has developed ‘far beyond the narrow limit of their legal framework due to its independent membership. The committee however lack power of forceful enforcement but only has persuasive enforcement power in term of submission of reports per time by state parties since they have obligation under Art icle 2(1) to respect and observe the covenanted rights. ICCPR substantive rights can be analysed further and in relation to incorporation of same in states national laws, many state parties had incorporated ICCPR in their national law and allow its invocation in national courts save countries like Australia, Canada, UK , USA and few othershowever, that does not mean ICCPR is not binding on these countries. Right to life in Article 6 is about ‘arbitrary deprivation of life and not about ‘absolute prohibition of taking life.In Guerreno V Columbia, where national law authorized killing by police on national interest. HRC found that national legislation could not justify Columbian police action of taking life ‘arbitrarily. In regards to the Socio Economic aspects of Article 6, right to life must not be seen in narrow perspective, right to life can also be deprived by hunger, diseases, malnutrition and epidemics .HRC confirmed that article 6 has an aspects of socio economic rights and many people died of these than being kill ed, it is submitted that death can be a result of absence of implementation of social and economic interest in ICESR. It is encouraging that HRC has addressed ‘socio-economic aspects of Article 6 which optional protocol lack ‘mechanism for its redress. HRC cited war, armed conflict and abortion of foetus as threat to life. Article 7 disallows torture, inhuman and degrading treatment ,and complemented by Article 10 which disallow a lesser treatment than that disallowed in Article 7.The article was expanded in scope by UN Convention Against Torture(CAT)1984.The act must be ‘malevolent and required   public official as perpetrator of it by consent as CAT committee agreed with the author in Dzemajl et al V Yugoslavia as well as HRC in Francis V Jamaica.It is submitted that torture can be a result of social and economic deprivation like lack of   housing facilities and gainful employment can cause people to sleep on the floor under the bridge which constitute tortur e. Also, solitary imprisonments without medical attention constitute torture. Few of the  Ã‚   rights discussed though constitute civil and political rights, nevertheless has economic and social interest and this is applicable to almost all civil and political rights, therefore, concern must also be given to economic   and social rights as well. INTERNATIONAL COVENANT ON ECONOMIC, SOCIAL AND CULTURAL RIGHTS The covenant was adopted alongside ICCPR to develop UDHR rights, it contains ‘second generation rights. it was opened for signature in 1966.it came into force in 1976 with 155 States as parties as at January 2007.During the cold war, western countries showed preference for political and civil rights while socialist states became sponsors of economic, Social and cultural rights.ICESR covenant with new optional protocol has preamble that is similar to ICCPR that is, ‘founded on the inherent dignity of the human person. it also has five parts, Part I of the covenant is solely on Article 1,which on right of all people to self determination with free right to pursue economic, social and cultural development and right to deal freely with their natural resources and wealth. Part II of the covenant in Article 2 to 5 states obligations and clauses that are applicable to Part III generally. Part III constitutes substantive provisions, what Cravens called ‘the heart of the covenant includes, the right to work,the right of fair condition of employment, the right to join and form trade unions, the right to social securities, the right to protection of family right to adequate standard of living, the right to health, right to education, and the right to culture and enjoyment of scientific progress .Part IV is about system of supervision by submission of periodic report to UN ,the reports which will be scrutinized by economic and social council of the UN (ECOSOC).The   part also contain ‘saving clause with intention of ensuring   developed states did not interfere excessively by means of the supervisory system in the utilization of natural resources within developing countries.Part V is on ratification ,process of amendment ,its application to federal ,states ‘without   any limitations or exceptionsand its entry into forceSome of the article of the covenant are recognised in other international convention like Convention on the Rights of Child(1989),Convention on the Elimination of all Forms of Racial Discrimination(1965) e.t.c. The supervision of the covenant by virtues of Articles 16 and 17 is by Economic and Social Council (ECOSOC), one of the UN organs, states send their report to the Secretary General of UN, who will in turn transmit the report to ECOSOC for consideration. ECOSOC in 1985 created a new body to assist in report consideration, the body is the Committee on Economic, Social and Cultural Rights, now the main supervisory body. ICCPR, ICESCR AND PROTECTION Preamble of both covenants indicates they are both Civil and Political rights as well as economic, social and cultural rights. The two covenants are like a coin with two sides. The 1993 Vienna declaration of programme of action recognised the ‘interdependence and interrelationship of both covenants. Both covenants contribute to the erga omnes principle and care must be taken trying to classify rights into ‘superior or ‘inferior, in hierarchical terms so as not to affect the credibility of human rights.Both covenant codified in treaty form the rights in UDHR. Parties can not terminates both covenants once ratified, it is an obligation that can not be denounced because they have no temporary nature.Both covenants believe in ‘collective right to self determination, the right allows ‘all people to freely determine their political status and freely pursue their economic, social and cultural developmentand both instruments are legally binding and they are treaties that must be respected. Both instruments copied copiously from UDHR and both rights are product of cold war era between USSR and its allies and USA and its allies. Universa l language and terms are in the two covenants, UDHR shows the interdependency of the covenants before they were separated and made binding treaties. The compactness and interdependency still reflects in their articles, for example, rights to form Trade Union in ICESCR is recognised as freedom of association by ICCPR, Article 13 of ICESCR deal with education and liberty of parents to choose school for their children can be seen in Article 18 of ICCPR right of parents to choose religion and moral education of their child; Article 2 and 26 deal with prohibition of same discriminations and both recognise family They are interrelated to the extent that one will be miserable without the other covenant. The difference between the two covenants can first be seen in both covenants Artcle2 (1) of ICCPR is assertive while Article 2(1)   of ICESCR is passive .ICESCR is subject to the ‘maximum of its available resources and ‘with a view to achieving progressively while ICCPR put it that state parties ‘undertakes to respect and ensure compliance. The language in ICESR has been criticised ‘for devoid of meaningful content and only impose ‘programmatic obligations upon government. ‘The tenor of the economic covenant is promotional rather than mandatory, the covenant is designed to promote economic and social welfare, not to hinder it by placing states under obligations, that prevent widespread economic and social reformThe   enforcement machinery of ICESC is not as strong as that of ICCPR, State party under ICESC is to submit report every five years to the committee on economic, social and cultural rights(CESCR)with the aim of achieving same purpose as human right committee of ICCPR but of which the outcome of CESCR has been more ‘political than ‘legal exercisesUnlike ICCPR,ICESCR has no right of individual petition because the intention of ICESCR is not to interfere with ‘State Control over citizen and non citizen at the same pedigree as ICCPR.HRC according to article 40 of ICCPR, is the only mandatory monitoring procedure that the covenant established, it received report at the first year of its entry into force and subsequently in accordance to committee requests. Their report is publicly examined, the inter state procedure is not better than mediation and conciliation procedure and committee can only express its view on this basis which may not be accepted by state party, and Parties to First Optional Protocol had submitted themselves to the jurisdiction of Human Rights Committee, in ‘practice, a total of 844 individual communication relating to 59 states have so far been dealt with by the committee of which 248 were declared inadmissible and 308 were decided on their merits by so called final views under Article 5(4)of the optional protocol. ‘Decisions are neither legally binding nor politically enforceable and by implication, compliance are left at the mercy of relevant state organs for adoption of the committees recommendations which based its decisions on written submission of parties before it. SHOULD HUMAN RIGHTS BE PRIMARILY CIVIL AND POLITICAL ALONE? The two rights are sacrosanct to balanced protection of human rights since the two Covenants are interrelated; therefore one must not be neglected at the expense of the other. The juxtaposition of both covenants above shows that they are interwoven and interdependent, though this has been criticised as a compromise after the failure to equate ICESR with ICCPR which is not true. it is submitted that the foundation of both covenants made them equal but the cold war separated them and classified them into ‘generations of rights if ICESR had been considered with ICCPR as a single document, it would have been ‘ first generation rights as well, after all UDHR never desire the instrumental divorce. It has been argued at one extreme that economic and social rights are superior to civil and political in hierarchical standard of value, the argument well founded, for example, what essence is the political rights to an illiterate who doesnt know his right?   Economic and social right can correct this. Again, what essence is freedom of speech and expression to an hungry man? Economic and Social rights like right to work and right to food or standard of living can solve this. Displaced and homeless will only understand freedom of association as avenue for crime. it is therefore submitted that   total deficiency of social and economic interest will lead to counter productivity of civil and political freedom. if Social and economic   interest are deficient in mass and free civil or political will society, it will eventually hamper the latter. Hunger, Homelessness, economic frustration can cause violence and breach of civil and political rights, the civil and political problems in Rwanda, Somalia and Niger Delta in Nigeria were due to social and economic imbalance that ICESR can address for peace to reign. Economic and Social interest are instrumental to societal peace. Should human rights therefore be concerned primarily with protection of civil and political rights? The analysis above answers the question, the two covenants are contiguously related and where they are not, they complement each other. The argument of critics against economic and social interest can be summarised and dismissed as follow. That civil and political right has binding obligation language whereas economic and social right has passive and ‘progressive achievement.One may partially agree with this but law is not static, it has progressive formation of a binding nature, it only allow state party to have assessment of resources   for steady implementation. Another criticism is that to observe civil and political rights, state party has to abstain from doing act against the right s and these are ‘negative rights whereas state party has to intervene to observe economic and social rights and this makes it ‘positive rights. One may rightly say here that some civil and political rights required prompt intervention too like economic and social right. It has been argued that civil and political right are easier to implement because of little resources required while economic and social right required substantial resources for implementation. it is submitted that resources wasted in political right alone is enough to take care of economic and social interest, especially in developing countries, resources wasted on rigged election, bribery and corruption on political reasons and payment of political office holders is enough to fix economic and social interests. it is submitted that political rights in expression through democracy, is the most expensive rights in the world. ICESCR was criticised further that it lacked enforcement mechanism and that the co ntent of the right is not as authoritative as ICCPR. Argument premised on ICCPR Inter state and individual procedures of complaints while that of ICESCR is weak. This problem has received the attention of UN General Assembly when on 18 June 2008, HRC adopted Optional Protocol on Economic, Social and Cultural Rights and   10 December 2008,UN adopted it, the optional protocol in its Article 2 provides for Inter State and Individual Complaint Procedure like ICCPR in economic, and social rights Complaints, Article 1 states that CESR can receive communication on breach of economic, social and cultural rights. The protocol was opened for signature in September 2009; this is a primary focus on economic and social interests. State membership and cooperation with International Organisations are making them to protect and promote indirectly and directly Economic, Social and Cultural rights, organisations   like UNDP, UNICEF and specialised agencies like IMF .ILO,UNESCO and few NGO in coop eration with chapter IX of UN charter. CONCLUSION The school of thought that believes that the two covenants are interrelated and interconnected is the best. Most Articles in ICCPR has economic and or social interest, Primary concern for civil and political rights only will collapse the rights itself. ICESCR is no longer weak in its enforcement with September 2009 open signature of its Optional Protocol. Giving primary attention to civil and political rights as opposed to economic interest is no longer in compliance with new World economic order, if States can fund political rights via democracy, they must be able to fund economic and social interest, many government of State parties that neglects economic and social interest do fail woefully in civil and political mandates, why? Because economic and political interest falls within primary values encompassing children and family interest and unit of family makes a state .it is high time States began to honour the covenant they entered into 33 years ago   (1976) with intention to b e bound   on pacta sunt servanda principle. The era of its gradual development is gone with 2009.Absence of war or conflict is not an assurance of peace and security but sincere determination in solving economic and social obstacles. Political and civil rights will only exist at the assurance of economic and social interest.

Significance Of The Sermon Of The Mount Religion Essay

Significance Of The Sermon Of The Mount Religion Essay In this essay, I am going to explain the significance of the Sermon of the Mount and how it relates to the rest of the teachings of Jesus. I will start by defining the meaning of the term Sermon of the Mount, the significance of the sermon of the mount and the structure of the Sermon of the Mount in Matthew 5:3 7; 27. Furthermore, I will discuss the key theological themes in the Sermon of the Mount. I will conclude by reflecting on the centrality of the Sermon of the Mount to the other teachings of Jesus in the gospels. WHAT IS THE SERMON OF THE MOUNT? The term The Sermon of the Mount originated from the title of Augustines commentary on Matthew 5 7, De Sermone Domini in Monte, which was published in 391 396 AD. Matthew 5 7 became well known as the Sermon on the Mount in the 16th Century. The modern term of Matthew 5 7 is Sermon on the plain. This term is used mainly to differentiate between Lukes shorter version of the sermon of the mount from Matthews version. There are two versions of the Sermon on the Mount: Matthews version Matthew 5: 3 7:27 which consists of 106 verses. Lukes version Sermon on the plain Luke 6:20-49.  [1]   THE SIGNIFICANCE OF THE SERMON ON THE MOUNT ETHICAL TEACHING The gospel of Matthew provided the Jewish Christians with evidences to ascertain their faith in Jesus as the Messiah. Jesus in the gospel of Matthew introduced the kingdom of heaven. Hence, the sermon of the mount is of great significance because it expounds the ethics of the Kingdom of heaven which was introduced by Christ Jesus. Therefore, the sermon of the mount summarised the code of conduct in this new kingdom of heaven. Furthermore, the sermon of the mount set the standards of discipleship in the kingdom of heaven. In this sermon, Jesus showed his disciples how to live the life of the kingdom. This kingdom way of living lays great emphasis on the inner life which is in contrast to the outward workings of religious activities of the Sadducees and the Pharisees.  [2]  In addition, Jesus stated that, the ethical conduct of the disciples must exceed that of the scribes and the Pharisees before they can enter the kingdom of heaven (Matthew 5:20). Henceforth, the disciples of Jes us are called to a superior ethical conduct which is by the Grace of God. This ideal character of Discipleship in the kingdom of heaven is achievable by the infusion of the gift of righteousness in the spirit of the New Testament believer. THE STRUCTURE OF THE SERMON OF THE MOUNT The Beatitudes forms the main introduction of the sermon of the mount. The central section of the sermon is from Matthew 5:17 to Matthew 7:12. This section opens and closes with Reference to The Law and The Prophets. The sermon ends by an epilog in Matthew 7:13 27.  [3]   THE KEY THEOLOGICAL THEMES OF THE SERMON OF THE MOUNT 1) The Beatitudes (Matthew 5:3 12) The Beatitudes are named from the Latin word Beatus meaning blessed. These are the rewards from the blessings and responsibilities of discipleship. The Greek term means happy, fortunate  [4]  . In Matthew, there are nine beatitudes and four in Lukes version of the Sermon on the Mount. The word Makarios is at the beginning of the beatitudes. It means happiness which is as a result of God given salvation  [5]  . Jesus revealed in the beatitudes, the essential nature of true happiness. This happiness is achieved by relying and depending wholly on God.  [6]   Andrew Perriman points out that the beatitude described a marginalized group within Israel that will benefit from future turn of events. His view established the eschatological dimension of the rewards of true discipleship in the kingdom of heaven  [7]   Matthew 5:14 states You are the light of the world. A city that is set a hill can not be hidden. In John 8:12, Jesus said I am the light of the world, he that follows me shall not walk in darkness but shall have the light of life This teaching in the Sermon of The mount has a direct comparison with Jesus teaching in the gospel of John. Jesus expects His disciples to shine in the midst of the darkness of this world. Hence, as Jesus is the light, the disciples will eventually become the light of the world. 2) The Law and the Prophets (Matthew 5: 17 20) The new ethical standards put forward by Christ deals with the motives behind the actions of men. In accordance with Christs Standard, sin begins in the mind and in the will of men  [8]   In addition, Jesus said he has come to fulfil the Law and the Prophets. His ethical instructions reveal how the Law of the Torah will operate under the kingdom of heaven. Therefore, the Law and the Prophets are fulfilled in the inner life of motives behind the actions of men. The kingdom of heaven is within the heart of the New Testament believer. This kingdom is expected to produce corresponding actions that reflects the inner life of peace and joy in the Holy Ghost. 3) The Antitheses (Matthew 5: 21 48) The structure of the sayings of Jesus within Matthew 5: 21 48, have the same pattern: You have heard that it was said (by God) to those of old à ¢Ã¢â€š ¬Ã‚ ¦ but I say to youà ¢Ã¢â€š ¬Ã‚ ¦ The style of Jesus words repeats itself in six paragraphs. Three of the six paragraphs have similar parallels with Lukes Sermon on the Plain. The phrase but I say to you seems to suggest that the sayings of Jesus is in opposition to the scripture of the Torah. Therefore, Matthew 5 : 21 48 is often referred to as the Antitheses. Matthew is known for the antithetical structure of his writings. However, this antithetical style of writing can also be found in Luke 6: 27 But I say to you who hear à ¢Ã¢â€š ¬Ã‚ ¦. According to Davies and Allison, the antithesis has two primary functions: It shows the kind of attitude and behaviour that is required by Jesus in the life of His disciples. The demands of the ethical standards of Jesus surpassed those of the Torah without contradicting the Torah. For example, one can abstain from committing adultery and still lusts in his heart  [9]   4) The Golden Rule and the Greatest commandment (Matthew 7:12, Luke 10:25 28, Matthew 22: 34 40). Whatever you wish that others do to you, do so to them. This statement has been known as the Golden Rule since the 18th century. There are various parallels to this statement in Greco Romans, oriental and Jewish writings. The Golden Rule in Matthew 7: 12 according to Jesus is Law and The Prophets. That is, it sums up the whole essence of the Law and The Prophets in the Torah. The teaching of Jesus on the two greatest commandments in Mark 12: 28-34 love God and love your neighbour as yourself. In Matthew 22:40, Jesus said on this two commandments hang all the Law and The Prophets. The Golden rule and the love commandments are the very essence of the scriptural teachings of Jesus. Furthermore, the Golden Rule in the sermon of the mount is the bedrock of all the teachings of Jesus as it is revealed in the gospel account of Luke, Mark, and John. In summary, the Golden rule in the sermon of the Mount has direct relationship to the major teachings of Christ in the gospels.  [10]   THE EPILOG: TWO WAYS The Epilog of the Sermon Of the Mount contains a series of contrasts. It starts with the contrast between the gate and the way which leads to death or life. There are other examples of contrast between two ways in Deuteronomy 11:26, 30:15, Jeremiah 21:8 and many Jewish and Christian writings. The Epilog summarizes the picture of the beauty in the life of anyone who makes the right decision in life.  [11]   CONCLUSION In this essay, I have attempted to show the significance of the Sermon Of the Mount and its relationship with the other teaching of Christ in the gospels. I approach this essay by exploring the theological themes in the Sermon on the Mount. The Golden Rule in the Sermon on the Mount is the foundation of the Law and the Prophets. This rule parallels with the two greatest commandments, which is Love the Lord your God with all your heart and love your neighbour as yourself. In conclusion, the Sermon on the Mount summarizes the totality of the ethical teachings of Christ in the gospel.

Free Essays - Comparing Odysseus and Medea :: comparison compare contrast essays

Free Essays on Homer's Odyssey: Odysseus and Medea "Let me hear no smooth talk of death from you, Odysseus, light of councils. Better, I say, to break sod as a farm hand for some poor country man, on iron rations, than lord it over all the exhausted dead." Right before restless Odysseus leaves Circe, she tells him that he must go down into Hades to visit the shade of Teiresias, the blind prophet who advises Odysseus of his homecoming (the Wanderings). He then goes on to meet the shades of the queens and lovers of dead heroes and finally the heroes themselves. In the quotation cited, Odysseus is talking with Achilles, the greatest hero of the Trojan War. Achilles, while alive, was fully cognizant of his choice between a long life spent in obscurity or a short life, filled with glory. He chose the latter. I suppose Achilles quickly realized after he died that fame has no meaning for you after you're dead. In retrospect, he understood that death gives meaning, and fills one up with the passion for life. Every action, however mundane, is filled with the miracle of life and completes itself when one interacts with others. This is what Achilles meant when he asks Odysseus about his son and his former kingdom--never mind the dead, what are the living doing? Achilles yearns to be back among the living. This theme of death giving meaning to life is prevalent throughout the Odyssey. Hell is death, heaven is now, in life, in the field of time and action. Odysseus nearly died of homesickness (or boredom) when Kalypso detained him on her island, hoping to make him her immortal husband. Odysseus knew if he drank that ambrosia, life would be eternal, you'd have a beautiful house and a babe for a wife, but things would get terribly vapid after a certain point. Immortality is death, in this sense. Finally, it is Athena (thought, action) who convinces the gods (who are, I think, jealous of us mortals) to let Odysseus off the island and back into his life. It is interesting to note that even Hermes couldn't wait to get off Kalypso's island--"who would willingly come here? There is no city of men nearby. . . . . Ultimately, Odysseus' journey to Ithaka is about embracing one's life, accepting the challenges, the dangers, pitfalls, and joys, with courage, tenacity and a keen sense of what it takes to maintain balance in one's life.

A Tale of Two Cities Essays: The Character of Lucie Manette :: Tale Two Cities Essays

The Character of Lucie Manette in A Tale of Two Cities Lucie Manette, in A Tale of Two Cities by Charles Dickens, is a quiet young woman. She is deeply compassionate but never develops a real believable character. Her feelings, which are similar in all cases, are revealed to us when she interacts with her father Dr. Manette, Charles Darney, and Sydney Carton. During the scene in the shoemaker's shop the reader learns about daughter Manette through description, actions, and her words. First off, we picture her slowly coming out of the darkness. Next she is described as young, with golden hair, and a dress. Her words are the main point of study, though. The reader has been drawn in by the first superficial description and now we expect that her words will build a strong character in Lucie. Her words however, may be important to the revival of Dr. Manette, but do not create a real, strong, true-to-life character. The comforting words are just a bad sentimental melodrama and she says, "weep for it, weep for it!," over and over. Miss Manette's conversation with Carton is a similar type of conversation in which she reassures Carton several times. The line "If that will be a consolation to you", is a summary of the conversation between Carton and Lucie. Lucie Manette is at the center of the group in Soho, a suburb of London. Because Lucie is a main character we expect her to be in the middle of gatherings. Miss Pross says that hundreds of people visit Lucie, an exageration but still many pay visit to her house in Soho. Because Lucie's character is not fully developed and because we don't fully know her, we are left wondering what part of her character, or personality, makes her so attractive to everyone.

Marketing Plan Mkt 421 U of P

Team C Product – Safety Step University of Phoenix MKT/421 Robin Reis March 29, 2010 Organizational overview Ames is a leader in North America and is known for its quality non-powered garden and lawn products. Ames was founded in 1774 by Captain John Ames. During most of the company’s past 230 years of service the company produced only shovels and controlled 60% of the U. S. market share (n. d. ). Over the past three decades Ames has purchased several companies to widen its market share to include quality non-powered lawn and garden products. In 1991 Ames acquired the Garant Company a Canadian company and in 1997 purchased Woodings-Verona and IXL. Over the next decade the shovel giant continued to purchase various companies in the garden and lawn business. The shovel giant is again looking for ways to expand its product line; Ames will introduce a new daughter company called Safety Step. Ames is a leader in quality products and customer satisfaction, Safety Step will keep the same quality and workmanship and focus on the customer. The Mission Statement is to develop and deliver the most reliable non-powered lawn and garden products including tools and decorative accessories that provide quality to our customers, maximize sustainable profitability, and drive shareholder value. We believe that our global manufacturing strategy, based primarily upon a blend of domestic manufacturing and sourced product, makes us cost-competitive while allowing us to provide a high level of customer service (â€Å"Ames true temper,†). Safety Steps is in the heart of the snow and ice to ensure quality product development is continued. The main headquarters is in Mount Washington New Hampshire. The average snowfall in Mount Washington is 260. 6 inches (NCDC, 2010), with an annual low mean temperature of 19 degrees. Mount Washington is noted for its extreme weather conditions, one of the world's highest wind velocities (231 miles [372 kilometer] per hour) has been recorded there in 1934 (Britannica, 2010). The production plant is in Marquette, Michigan. The city has an annual snowfall of 141 inches (NCDC, 2010) and an annual mean temperature of 8. 7 (Current Results, 2010). Safety Step is introducing a heated floor mat to allow both homeowners and commercial businesses a safe, snow and ice-free walkway into and out of their homes and businesses. The mat will have multiple attachments and color options to fit the demand of the customer. New Product Description The following paragraphs below take in consideration a new product that our parent company will amplify a tangible product for a household consumer and commerc ial customer. The difference between the consumer products market and the business product market is derived demand – the demand for business products derives from the demand for final consumer products (Kerin, Berkowitz, Hartley, & Rudelius, 2006). This product provides safety steps while walking through and on increment weather, snow, ice, or wet surfaces. The technology and design of the durable nonslip diamond-top surface has ? in diameter holes for excellent drainage and safe passage as pedestrians walk on surface. A mat that covers a walkway or porch that prevents snow and ice from forming called Safety Step. The mat can be purchased in different lengths and widths and has additional attachments for steps. The mat is plugged into an outlet that keeps the snow and ice from forming on it. The mat uses low wattage technology minimizing the amount of electricity used during operation. The product contains a circuit that will turn itself off in case of any power interruption or surge. It has a non-skid, non-slip proof surface that even when wet will prevent a person from slipping on it. The mat dimensions are two feet wide by five feet long. ? SWOT Analysis The external and internal factors of a business forces their company and management to come up with solutions to potential threats. A SWOT analysis aids to guide business strategies and identifies threats and opportunities an acknowledging the external and internal factors into the business plan will allows a company to achieve goals, and keeping a vision and mission of that company from failure. SWOT Analysis StrengthsWeaknessesOpportunitiesThreats Highest quality of products Safety step can be looked upon as seasonal item Uses a new type of technologies’ Competitors can alter Safety Step Provides safety steps for pedestrians as they move on surfaceCostly to hold inventory in warehousesCustomer service personal commitmentIncreases production; therefore, increases in production causing prices to increase Versatile can be used in landscapingCan be ordered 24hours online Strengths The uniqueness in the marketplace comes from the vision, mission, and values of Ames. We are well known worldwide and earn the trust of many customers and deliver the highest quality of products and services to our customers. Pedestrians walk with confidence and safety. Unique colors and costume features attract versatility. ? Weakness The Safety Step may be looked upon as only a seasonal item. Incremental weather only; therefore, overlooking the fact that the Safety Step technology design provides efficiency, safe comfort, and in all kinds of weather. Opportunities The unique colors and custom attachments provide a wide range of surfaces uses. The technologies that Safety Steps requires extra workers; therefore, providing new jobs. Ordering on telephone has direct access to talk with customer representatives, earning and keeping the trust of personal commitment. Promotes less injuries and lost time at work, or decorative yard landscaping feature. Threats Competitors can alter the Safety Step to make something similar whereas Ames would have to do fast adjustments; therefore, causing an increases in production or cost making the Safety Step less appealing because it becomes too expensive to own. Trends Recently on the news everyone has heard about how crazy the weather has been. The State of Washington covered in snow for weeks; the state of Texas covered four days of nine and 10 inches of snow. The world’s ever-changing environment it is a perfect time to launch a great product like the Safety Step. Marketing Research Market research for the Safety Step consists of consumer analysis and industry analysis. Consumer analysis will consist of secondary data gathered from the 2000 US Census Bureau that lists the potential households in cold weather states that may purchase the Safety Step. Primary analysis will consist of surveys of shoppers at a few targeted stores in the regions in which the Safety Step is planned to be sold. Demographics Demographics for the Safety Step are areas of the United States that experience cold weather below 35 degrees F. The Safety Step can be marketed to both consumers and businesses. Consumers would purchase the Safety Step to ensure a clear snow free/ice free walkway during the wintertime. Using the US Census Bureau results from 2000 there are 31 states in which the Safety Step may be marketed. Appendix A shows the states and the total households per state. The Census results show a US market potential of 60 million households in 31 cold weather states. Psychographics The consumer psychographics are homeowners in cold climates that have walkways prone to ice buildup. Homeowners with ice buildup fear someone slipping on the ice and causing an injury. Homeowners can be liable of injuries sustained on their property because of negligence. Safety Step will prevent any ice from forming on walkways removing the fear for the homeowners. Behaviors (e. g. purchase behaviors) Safety Step will be marketed to homeowners stating the benefit that the product provides to the consumer by eliminating ice buildup. The convenience of placing Safety Step on the walkway at the beginning of cold weather and plugging it in will be communicated to the consumers to promote the product. Geographical considerations Safety Step will be marketed in the colder states because of its snow/ice melting features for the consumer market. The business market will also be targeted in the colder states. Industrial Analysis Competitor Analysis Safety Step competition for the consumer market comes in many forms. The snow shovel is one source of competition in which the homeowner believes that if they just shovel well enough there will be no need for the product. Another competitor is the chemical product that the homeowner throws on top of the ice and as the chemical starts to work the ice is melted. The shovel and chemicals both need to be used after the snow or ice has built up whereas the Safety Step prevents snow and ice from forming on the walkway eliminating the potential of someone slipping. Segmentation Market segmentation for this product is important to justify the necessary marketplace needs. This product may be useful for some clients, and yet others may not find a need. This segmentation process is important to understand the needs of the client. A client who lives in Mexico is most likely not going to need a mat that warms up. This is understandable that this is not the target demographic . Criteria The geographic segmentation involves extensive research into the needs of the clients within the different areas. Demographic segmentation is based on the age, income level, purchasing power, gender, family size, nationality, religion, education (Mathe, 2010). The demographic segmentation focuses more on the larger purchases that a family may make such as a home or vehicle. Target Markets The sale of this product is more likely to be based on geography. Certain states with different climates will be more inclined to purchase a product that they can use in the winter. The Safety Step will be marketed to the all states that have a temperature that drops below 40 degrees in a normal year. These states will be the primary sales areas, but the product will also be available through website and catalog throughout the world. This product is important for those who have had issues with bad weather and are having issues with safety outside. Differentiation and Positioning The competing consumer products are shovels and chemical products that melt snow and ice after it has formed. Safety Step will be marketed with the approach that the mat melts snow and ice before it can build up on the customer’s step. The plan is to draw attention to the fact Safety Step is a safer product because it does not allow the snow and ice to build up on the step whereas the competitor’s product does. This will give Safety Step the unique position of promoting the product as safer than the competitor’s promotes. Another marketing strategy that will be used is the Safety Step’s ease of use. The plan is to market Safety Step to the consumers with the information that the all the consumer needs to do is lay the mat down on the step and plug it in before the weather turns cold. The approximate cost to operate is $0. 02 per hour. This is an estimate based on the cost per kilowatt-hour is $0. 15. Cost per kilowatt-hour may vary by state or region. The marketing approach will continue by stating Safety Step will provide a snow/ice from form on the walkway even during a heavy snowstorm unlike shovels or chemical products that require the consumer to go outside and shovel or apply the chemical to the step. The position defined with ease of use approach will be put the Safety Step on the consumer’s steps at the beginning of the cold weather plug it in and the consumer does not need to bother with the product until spring comes. This will differentiate the product from shovels and chemicals that have to be used frequently during winter months. Product Life Cycle Product life cycle needs to be understood and managed for a product to be successful. The market introduction phase for Safety Step may be a longer process than other products handled by Ames Company because there is no other product currently on the market similar to the Safety Step. The marketing approach during the introduction phase will be to demonstrate the product at local Home and Garden shows held in major cold weather cities throughout the United States. Additionally, direct mailings will be sent to households in major cold weather cities informing the consumer of the product. These approaches should provide the interest needed for the product to move into the market growth phase of the product life cycle. The market growth phase of Safety Step should last one winter season and possibly even two winter seasons before competitors develop a similar product. During the market growth phase advertising will continue with the direct personal approach for sales. The plan is to have one-on-one meetings and demonstrations of the product in the customer’s home. It is expected that the demonstrations will increase word of mouth publicity that will increase sales. Once the consumer interest has been established and the competition has similar products Safety Step will enter the market maturity phase of the life cycle. During this phase the marketing approach will be to offer discounts for consumers who buy more than one Safety Step. The advertising for Safety Step during the maturity phase will point out Safety Step’s durability and quality attributes as well as pointing out any other attribute that Safety Step has that the competition does not. The maturity phase of the life cycle should last a minimum of two to three years before another better product is introduced and sales start to decline. The sales decline life cycle may be short in duration as the new products take sales away from Safety Step. The approach during the sales decline phase will be to advertise the Ames company brand along with the products quality and durability features. The product price may also have to be reduced to keep consumers interest. The price will only be lowered to such that the company is still making a small profit but not much. The production of Safety Step will be stopped once the competition has driven the price below the cost to produce the product. Planning a marketing strategy for all four phases of the product life cycle will help to make Safety Step a successful product. Marketing mix In order for an organization to be successful, balance marketing fosters the termination of a new product or service. When examining the marketing mix for a product launch or new service eliminating the threat factor can happen if managed correctly. Understanding the tools are necessary, as marketers call the four Ps, will put the right product or the right type of service at the right point of sale price. Product and Service A new product or service first step is to consider where to begin, create and develop the process launch unto the public. An organization considers itself first when asking does it meet the needs in the perspective for the customer, how assessable can the organization provide and distribute its product or service; moreover, will the customer consider that the new product is a fair price and easy to remember the brand because the marketing communications developed. Type of Product Introducing Safety Step when weather grows tough and budgets are tighter, customers can rely on Ames to offer a quality new product at an extraordinary price. Safety Step is a heated floor mat offered to both homeowners and commercial businesses. This product provides safety steps while walking through and on incremental weather, snow, ice, or wet surfaces. The heated mat electrical waves built within provide enough heat to penetrate through snow and ice. The melted and wet surface drains from the sides of covered area. The technology and design of the durable nonslip diamond-top surface has ? in diameter holes for excellent drainage and traction. Features †¢Vinyl top is tough enough to take abuse from works shoes and wheelchairs. †¢Safe comfort provides workers with a cushioned area to stand or work that decreases strain on feet and legs. †¢Resist oil, greases, and liquid †¢ Runners (sides of the mat) are beveled around the entire mat to prevent tripping hazards †¢Snow /ice melting features for consumers/ business markets †¢Versatile can also be unitizes landscaping Identification/ Brand Ames Corporation is a quality merchandiser that customers can trust with reliable service. Ames distinguishes products from the competition with unique colors, and custom features that extends mats through easy attachments. Production and Delivery Service Products can be ordered online through secure shopping 24 hours a day. If a customer is registered through Ames website, Ames will offer discounts of 10%. Orders on a telephone have direct access to talk with a customer service representative. Orders in and service by mail fax, online or phone features to keep any customer happy. Ames has several large warehouses with large stock quantities. Shipping in some cases will be free, and for large orders because of super size surfaces coverage, Ames provides installing services as customer courtesy. Pricing The Safety Step mat has little to no competition in the market in comparison to other products as potato chips. The research has shown that less than 10 competitor mats are available for purchase now. The competitor’s mats range from $99. 95 to $127. 98. These mats are primarily online with little to no advertisement. The Safety Step will be priced accordingly to ensure sales are possible for the company and the employees. Although there is not a single way to price a product there are many ways to test the market and find an appropriate price for an item. The pricing strategy for this product begins with performing a market analysis, segmentation, targeting, and positioning. Understanding that this mat is most useful in an environment that is more likely to have ice or snow is necessary when analyzing the market. The product sales will need to be focused on the beginning of the winter season. The spring and summer months are less likely to have a large amount of sales. The demand will increase in the beginning of the winter cycle; the price of the item should coincide to help sell the item. The cost of production will also have an effect on the product. The company will attempt to maximize the current profit, while taking into account revenue and costs. Maximizing the quantity of product is justified to have preparation of customers. The status quo is keeping the product stable avoiding price wars among other companies. The company will choose to focus on a cost plus pricing method to achieve the production costs as well as a small profit to achieve a toehold in the market. Once the product has been placed for sale the market will show the company what if any reduction of price should take place. If the product sells quickly than the company may need to reevaluate their pricing strategy for the future. Safety Step will be price competitively at $99. 00. Production costs for each mat is roughly $38 dollars, distribution costs is a percentage of each sale and base pay for the sales team. This comes to about $15 dollars per mat sold. If the staff sells 100 mats to a retailer, they will net $1500 dollars. Marketing of the product is $3 dollars per mat. The retail price of the mat should be $99 dollars; this price is based on the $56 dollars in costs and overhead with $10 dollars going to the retail establishment for sales. This leaves a profit of $33 dollars per mat. This profit will go toward revelation of the product and the continued manufacturing of the product. Based on 100 mat sales the company would make $3300 dollars in profit. This mat must have 1000 sales in order for the company to have a good profit base. Once the market has been tested with this price the sales will show if the product price is too high or too low. Placement The company will have Safety Step manufactured at the existing facility in Camp Hill Virginia. This manufacturer will complete an established amount of mats within the necessary time frame. Production costs are based on the different sizes, and components of the mats. The company may decide to focus on three sizes than they must have three separate prices and production costs for the mats. The company will focus on one mat that is 24 x 5; this particular mat has 120 volts and 263 watts. This mat is one color and one size to make the production costs less than they would be in the future. Promotion Promoting a product is not only about developing the correct product at the correct time, but also the communication involved with all parties. A company would not want to promote a product that was used for ice and snow in a climate that never receives snow or ice; the likely hood of the product selling is not very high. Promotion is the fourth â€Å"P† in the marketing mix designed to teach the end consumer about the product, what the product does and how the product can help the user. What benefits the consumer will receive from the product and will the price of the product fit into the budget. Promotion is also used to persuade a customer that the product is the correct one for him or her. The promotional mix is a combination of personal selling, advertising, sales promotion, public relations, and websites. The first thing a company needs to ask its self is what strategy they believe will work best for the company, will they use the â€Å"PUSH† or the â€Å"PULL† method. Safety Step believes the â€Å"PULL† method would work best for the new heated mat. The PULL STRATEGY requires direct interface with the end user of the offering. Use of channels of distribution is minimized during the first stages of promotion and a major commitment to advertising is required. The objective is to â€Å"pull† the prospects into the various channel outlets creating a demand the channels cannot ignore (Center for Business Planning, 2010, para 12). The product cannot be promoted effectively in warmer areas causing the company to work with specific areas and to build a strong bond with customers to help ensure safety. Safety Step will focus on the benefits of product advertising. This is especially beneficial when you have introduced a new approach to solving a user need and comparison to the old approaches is inappropriate (Center for Business Planning, 2010). † Initial Sales Promotion Safety Step will focus sales of the heated floor mat through the company website www. safetysteps. com. Sales from the website are virtually free of charge to the company with only a small set up fee and the process of fulfilling the orders. Personal selling to households and businesses in major cold weather cities will be the main focus in the initial selling process. Safety Step wants to have a personal relationship with its customers; with one-on-one meetings and demonstrating the product in a home or business setting to allow the customer to feel comfortable to ask questions and see the product in person with no pressure. Safety Step believes that with this approach the product can sell its self and the customer will learn Safety Step is about not only safety but also the customer. Safety Step will advertise through direct mail via an 8 ? x 11 glossy sheet showing areas used without a mat and also used with a mat. Ames the parent company has a large database of addresses, phone numbers and e-mail address for both businesses and homeowners available to Safety Step. The flyer will also picture other options currently available for snow and ice removal including salt pellets, sand and rocks, Sodium chloride (NaCL), which may contain cyanide. Calcium chloride (CaCl) is slightly better because less goes farther, but it is still not ideal, considering its run-off still increases algae growth, which clogs waterways. Potassium chloride is another salt to avoid. Customers will learn the advantages of Safety Step and how it will not only help the customer but also landscape plants, especially those particularly salt-sensitive, like tulip poplars, maples, balsam firs, white pines, hemlock, Norway spruce, dogwood, redbud, rose bushes, and spirea bushes (The Daily Green, 2010). Landscaping can be an expensive cost to customers and the Safety Step can eliminate the need for chemicals that can cause damage and even death to landscape plants. Safety Step will have promotions for customers who wish to purchase more than one mat and with the purchase of the accessory all in one transaction. Contests also can be used to find the most creative ways a mat has been applied around a business or home. This will not only benefit the customer but also the business with a flow of new ideas and ways to better help the end user. Budget Safety Step has allotted a budget of 11. 7 million dollars for the first year of operations. Areas covered include personnel, marketing research, marketing communication, channels, customer acquisition, retention, and other. Safety Step has looked at each area and broken each section into sub-sections see appendix B attached. Safety Steps has allotted the largest portion to the personnel section. The personnel section has sub-sections of salaries/wages, benefits, payroll taxes, commissions, and bonuses. Salaries and wages tops out the chart at 7. 2 million in burden with taxes coming in second at two million. Safety Step believes the allotted amounts should cover the personnel section with a contingency included. Marketing and Research have a budget of 260 thousand dollars. This amount covers both the primary and secondary research for the Safety Step mat. Secondary research has been allotted approximately five thousand per month to cover quality problems should they exist. Safety Step and the Ames Company are known for their quality products and service and keeping a fund for problems is essential. Marketing Communications falls second in regard to cost of budget. A budget of 1. 1 million has been set. The areas with the larger amounts being spent are branding at 240 thousand, advertising at 435 thousand, and public relations at 140 thousand. Advertising the Safety Step in a positive and customer-focused atmosphere is critical for the continuance of the product. Channels have a budget of 96 thousand. Channels include communications and training, promotions and incentives, and commissions/bonuses. Commissions and bonuses are awarded in December of each year allowing a budget only in December. Training and communication is included to ensure the quality of the sales team at Safety Step. Incentives are also included each month to promote the sales team. The sales team, production, and office staff will need focus and drive and offering incentives will help with morale and positive workflow. Safety Step has a section for other to include postage, attorney fees, telephone, travel, computers, and office equipment. Postage will be a large expenditure with mass mailings to costumers to educate them in Safety Step. Travel is the largest expenditure in the other sections; because of the need for salespeople in strategic areas (cold weather cities) to promote Safety Step. Computers and equipment is the second largest expenditure for the other section, Safety step believes in year two this amount should drop dramatically. Computers and office equipment are needed to offer both the customer and employees piece of mind. The computers can offer piece of mind by fast reliable service for ordering, processing claims, and tracking inventory. Attorney fees are in the section to have an on hand attorney office for any needs that may arise. Monitoring and Evaluating Effectiveness A successful development process for Safety Step starts with Ames 5D Principles; in addition, will apply a perceptual map for identify opportunities by highlighting unsatisfied needs of the customer to gain an edge because Safety Step goal must differentiate. DISCOVERDEVISEDESIGNDEVELOPDEPLOY Good Data Organizations values and Philosophy Perceptual Map SWOT Analysis Message Strategy Brand name, label, and packaging Production staff functionality controls changes and defects Execute with confidence Production method and delivery of service Target Customers and customers feedback Measurable Data Developed copy writer and creative art ads Testing phase implementing mat to diverse weather conditionsPlan activities around promotions Purchase Behavior Marketing Strategies Competitor AnalysisPromote safety step phrase in visual and verbal expressionsResearch and testing staying ahead of the competition Evaluate preparations for the next four years plan Review and research Geographical ConsiderationsPlanning process through project managers Challenging target market , but avoiding costly errorsTracking movement of sales and awareness of recommendations Perceptual map gives a visual representation to the marketing team of customers’ perception of Safety Step aids in the positioning strategy. The insight gained from the perceptual map can be formulated through the four parameters’; therefore, implementing a guide of a before and after execution. Ames understands that increase of profit and sales drives the success in marketing execution, but a good marketing team also understands it is not the best indicators. During the course of an execute launch of a new product sales sometimes remain flat. Ames will identify all performance indictors with comprehensive reports so that through execution of the 5Ds principles, perceptual map, and knowing the parameters for development will be modified the next four years. The success of Safety Step growth stage in an oligopoly market can keep the competitions in uncertainly. Ethics and Social Responsibility The marketing efforts will be monitored to ensure that Safety Step will be promoted accurately to the consumer. The advertisement for Safety Step will only contain information that is true and accurate for the product. Packaging of the product will not have any misleading claims but rather describe the product accurately. Salespeople will also receive training to communicate accurately the product without pressuring customers while they are demonstrating the product during the door to door campaign. The company’s goal is to promote the product accurately by having knowledgeable salespeople that provides product information not pressure. Conclusion Developing a marketing plan with Perceptual Maps, SWOTT analysis, identifying environmental factors affect marking decisions. These business decisions move the product life cycle and identifies the appropriate price strategy along with public relations opportunities for Safety Step. Therefore, allowing Team C to answer all questions, without this structure information could not be obtained in an orderly prompt manner. ? References: (n. d. ). Ames true temper: past present and future. Retrieved from http://www. ames. com/aboutus. html (n. d. ). Ames Shovel Works. Retrieved March 14, 2010, from http://www. responsiblegrowthforeaston. com/shovel_shop/ShovelWorksHistory. pdf Center for Business Planning (2010). Marketing Plan. Retrieved March 21, 2010, from http://www. businessplans. org/Market. html Current Results (2010). Coldest Places in United States. Retrieved March 15, 2010, from http://www. currentresults. com/Weather-Extremes/US/coldest. php Kerin, Berkowitz, Hartley, and Rudelius Chapter 9, McGraw-Hill/Irwin, 2004 New York, NY Mathe, AR (2010). Market Segmentation Targeting Positioning. Retrieved March 15, 2010 from website http://www. scribd. com/doc/24765486/Market-Segmentation-Targeting-Positioning-by-amarnath. NCDC (2010). Snowfall – Average Total In Inches. Retrieved March 15, 2010, from Pearce, Jack and Richard Robin, ( 2004). Chapter 1, Overview of Strategic Management. Retrieved March 5, 2010 from University of Phoenix, rEsource, Bus475 course Website. The Daily Green (2010). 9 Eco-friendly Ways to De-Ice Your Driveway. Retrieved March 21,2010, from http://www. thedailygreen. com/living-green/blogs/green-products-services/driveway-ice-environment-55013001 U. S. Census Bureau, (2000). United states — states; and puerto rico . Retrieved from http://factfinder. census. gov/servlet/GCTTable? _bm=y&-geo_id=01000US&-ds_name=DEC_2000_SF1_U&-_lang=en&-redoLog=false&-format=US-9|US-9S&-mt_name=DEC_2000_SF1_U_GCTH5_US9&-CONTEXT=gct (n. d). Washington, Mount. Retrieved from Britannica Online database. ? Appendix A: 2000 US Census Bureau Total Housing Units Geographic areaTotal housing units United States115,904,641 Alaska260,978 Colorado1,808,037 Connecticut1,385,975 Delaware343,072 District of Columbia274,845 Idaho527,824 Illinois4,885,615 Indiana2,532,319 Iowa1,232,511 Maine651,901 Maryland2,145,283 Massachusetts2,621,989 Michigan4,234,279 Minnesota2,065,946 Montana412,633 Nebraska722,668 New Hampshire547,024 New Jersey3,310,275 New York7,679,307 North Carolina3,523,944 North Dakota289,677 Ohio4,783,051 Oregon1,452,709 Pennsylvania5,249,750 Rhode Island439,837 South Dakota323,208 Utah768,594 Vermont294,382 Washington2,451,075 Wisconsin2,321,144 Wyoming223,854 Total59,763,706 (U. S. Census Bureau, 2000) ? Appendix B: Budget (amounts in thousands) Marketing Budget Plan Safety Step JanFebMarAprMayJunJulAugSepOctNovDecTotal Personnel Salaries, wages800 400 400 400 800 800 800 400 800 800 800 $ 7,200 Benefits 100 100 100 100 100 $ 500 Payroll taxes 500 350 400 150 200 200 200 $ 2,000 Commissions and bonuses 100 $ 100 Total$800$400$1,000$400$1,250$800$1,300$0$550$1,100$1,000$1,200 $ 9,800 Market Research Primary research 100 100 $ 200 Secondary research10 10 10 10 10 10 $ 60 Library management $ – Total$10$0$10$100$10$0$10$0$10$0$110$0 $ 260 Marketing Communications Branding60 60 60 60 $ 240 Advertising50 100 50 25 100 100 10 $ 435 Web sites2 2 2 2 2 10 10 10 2 10 10 10 $ 72 Direct marketing20 10 10 10 10 10 10 $ 80 Internet marketing10 10 10 10 10 10 10 10 $ 80 Collateral $ – Press relations5 5 5 5 5 5 5 $ 35 Public relations20 20 20 20 20 20 20 $ 140 Analyst relations $ – Events5 5 5 5 5 5 5 $ 35 Total$172$2$12$2$62$160$110$85$62$160$160$130 $ 1,117 Channels Channel communications and training10 10 10 10 10 10 $ 60 Channel promotions and incentives2 2 2 2 2 2 2 2 $ 16 Channel commissions/bonuses 20 $ 20 Total$12$12$12$10$10$12$2$2$0$0$2$22 $ 96 Customer Acquisition & Retention (CAR) Lead generation 10 10 10 10 10 $ 50 Customer loyalty2 5 5 2 5 4 3 $ 26 Total$2$0$0$10$10$5$5$12$0$15$4$13 $ 76 Other Postage8 10 10 10 10 $ 48 Attorney fees5 5 5 5 5 5 5 5 5 5 5 5 $ 60 Telephone2 2 2 2 2 2 2 2 2 2 2 2 $ 24 Travel12 8 8 8 8 12 12 12 8 18 18 18 $ 142 Computers and office equipment10 5 5 5 10 10 10 10 5 10 10 10 $ 100 Total$37$20$20$20$25$39$39$29$20$45$45$35 $ 374 Total Marketing Budget$1,033$434$1,054$542$1,367$1,016$1,466$128$642$1,320$1,321$1,400 $ 11,723