Defamiliarization - 1099 Words

Defamiliarization What is it? Defamiliarization is the artistic technique of forcing the audience to see common things in an unfamiliar or strange way, in order to enhance perception of the familiar. According to Viktor Shklovsky, a Russian writer who coined the term ‘Defamiliarization’, â€Å"The purpose of art is to impart the sensation of things as they are perceived and not as they are known. The technique of art is to make objects, unfamiliar‟, to make forms difficult, to increase the difficulty and length of perception because the process of perception is an aesthetic end in itself and must be prolonged. Art is a way of experiencing the artfulness of an object; the object is not important.† Defamiliarization vs. Habitualization:†¦show more content†¦To feel that waking is another dream That dreams of not dreaming and that the death We fear in our bones is the death That every night we call a dream. To see in every day and year a symbol Of all the days of man and his years, And convert the outrage of the years Into a music, a sound, and a symbol. To see in death a dream, in the sunset A golden sadness--such is poetry, Humble and immortal, poetry, Returning, like dawn and the sunset. Sometimes at evening there s a face That sees us from the deeps of a mirror. Art must be that sort of mirror, Disclosing to each of us his face. They say Ulysses, wearied of wonders, Wept with love on seeing Ithaca, Humble and green. Art is that Ithaca, A green eternity, not wonders. Art is endless like a river flowing, Passing, yet remaining, a mirror to the same Inconstant Heraclitus, who is the same And yet another, like the river flowing. Here, we clearly see how language is used to create the apparent confusion in reading which prolongs the time taken to absorb this piece of writing by the reader. The way in which time, a river, water and human beings are connected with very clearly noticeable connections and the way in which the connected words are repeated twice, makes us ponder on the associations, make an extra effort to understand the significance of them. May be a flowing river and time can be easily connected, nothing unusual in it, but the familiar is defamiliarized in terms of feel byShow MoreRelatedDefamiliarization in Relation to Winfred Owens Poem Anthem for Doomed Youth726 Words   |  3 Pages In this Essay I will discuss defamiliarization in relation to Wifred Owen’s poem â€Å"Anthem for Doomed Youth†. I will examine how his use of defamiliarization affects the reader in their understanding of the poem. To defamiliarize is to â€Å"make (something) unfamiliar or strange† (Definition of Defamiliarize. www.oxforddictionaries.com. 29 Nov 2013). This involves making the words seem different to the reader that they have a hidden meaning, it makes it strange to the reader. It encourages the readerRead MoreThe Poetry Of Billy Collins861 Words   |  4 Pagesability to defamiliarize commonplace subjects is the crux of Collin’s talent. The defamiliarization of ordinary life, written in prose poetic form, is what makes his poetry both accessible and exceptional. Defamiliarization is a term first coined by the literary theorist Viktor Shklovsky to explain the poetic method of creating an unfamiliar description of a familiar thing. The traditional method of defamiliarization takes an object or experience that would usually go unnoticed and describes it inRead MoreLook Back in Anger Play Analysis Essay935 Words   |  4 Pagesold Empire, hence the title â€Å"Look back in anger†. I am going to discuss the concept of Schkolvsky, Defamiliarization, applied on this play written by John Osborne. Defamiliarization is a technique, found in art, which presents familiar things and actions as we have just discovered them. It has been the main criteria for modern writers in creating literature. In this play, defamiliarization is found almost everywhere, family life, characters, and relationships. It offers a fresh perspectiveRead MoreThe Master And Margarita By Mikhail Bulgakov1640 Words   |  7 Pagesthe more obvious characters he chooses to focus on defamiliarizing is Pontius Pilate and his relationship that develops between him and Yeshua Ha-Nozri, Pontius Pilate is a representation of an authoritarian ruler in the novel. Bulgakov uses defamiliarization of the Pilate and Yeshua relationship, the character of Pilate in the novel, and morality versus survival to show the effect of the systems on the rulers during this time. In both the story line with The Master and the story line on PontiusRead More Linking Magical Realism and the Sublime in A Very Old Man with Enormous Wings1022 Words   |  5 Pagesthe first place seems very acceptable to the characters, and this nonchalance is conveyed to the reader. To take an idea or an object that one is familiar with and distorting that image into something unfamiliar is called defamiliarization (Simkins 150). This use of defamiliarization is a very important characteristic of both Magical Realism as well as the Sublime. An angel is something with which most are somewhat familiar; however, Marquezs angel is a completely different type of angel. One expectsRead MoreEssay on Analysis of The Metamorphosis1033 Words   |  5 Pagesthe family has nothing to do with Gregor. They turned on him when he needed them. This feeling of worthlessness kills him. Kafka uses defamiliarization in his fantastic story even though it is a characteristic of magical realism. Magic Realists use defamiliarization to radically emphasize common elements of reality (Simpkins 150). Kafka uses defamiliarization through telling the story of Gregor. Gregor, a workaholic, who always tries to do what is best for his family makes himself miserable inRead MoreMedia Project1616 Words   |  7 PagesArt as Technique 1. Defamiliarization is stripping objects or subjects from their individual or â€Å"familiar† characteristics and giving them unusual or â€Å"unfamiliar† traits to allow the reader to see it in a whole new perspective. An example of this is in Tolstoys defamiliarization of spanking, explaining the act as â€Å"to strip people who have broken the law, to hurl them to the floor, and to rap on their bottoms with switches.† The crude description removes the disciplinary context it had andRead MoreThe Is Not A Story Of Slavery, And Evidence From Close Reading1353 Words   |  6 PagesOlivia Butler writes in her afterword that â€Å"Bloodchild† is not a story of slavery, and evidence from close reading can be used to support this statement. Butler uses the human form as a vehicle for defamiliarization to show the mechanical functions humans use to serve themselves and others. Furthermore, this process is able to reveal their passive nature and ultimately highlight the human allowance for manipulation. She brings light to these behaviors by showing a lack of respect for human life,Read MoreThe Road Not Taken967 Words   |  4 Pagesback. (15) I shall be telling this with a sigh Somewhere ages and ages hence: Two roads diverged in a wood, and I— I took the one less traveled by, And that has made all the difference. (20) Formalism deals with ‘literariness’ and ’defamiliarization’ aspects. The aspects differ literary from the other kinds of writing. In formalism, a poem can be analyzed scientifically by looking at the devices. This paper analyzes The Road Not Taken by Robert Frost by explaining the poetry devices. Read MoreAnalysis Of Michael Sliwinski s The Globalization Of Cinema3189 Words   |  13 Pagesfreer camera movement, the film s images become more powerful and beautiful. X.2 Participation of Defamiliarization Formalist had come up defamiliarization theory. Viktor Shklovsky ï ¼Ë†1917ï ¼â€°argues that the purpose of poetry is to reverse the process of habituation, to creatively destroy the standard that people are accustomed to, and to reconstruct ordinary senses of the real world. But defamiliarization theory needs to be based on some familiar material. In the absence of necessary counterparts and

Decision Support System and Harvard Cooperative Society Free Essays

Chapter 2: Information Systems and Knowledge Management From his office window overlooking the main floor of the Harvard Cooperative Society, CEO Jerry Murphy can glance down and see custom- ers shopping. 19 They make their way through the narrow aisles of the crowded department store, picking up a sweatshirt here, trying on a baseball cap there, checking out the endless array of merchandise that bears the Harvard University insignia. Watching Murphy, you can well imagine the Co-op’s found- rs, who started the store in 1882, peering through the tiny win- dowpanes to keep an eye on the shop floor. We will write a custom essay sample on Decision Support System and Harvard Cooperative Society or any similar topic only for you Order Now Was the Harvard Square store attracting steady traffic? Were the college students buying enough books and supplies for the Co-op to make a profit? Back then, it was tough to answer those questions precisely. The owners had to watch and wait, relying only on their gut feelings to know how things were going from minute to minute. Now, more than a hundred years later, Murphy can tell you, own to the last stock-keeping unit, how he’s doing at any given moment. His window on the business is the PC that sits on his desk. All day long it delivers up-to-the-minute, easy-to-read elec- tronic reports on what’s selling and what’s not, which items are running low in inventory and which have fallen short of forecast. In a matter of seconds, the computer can report gross margins for any product or supplier, and Murphy can decide whether the margins are fat enough to justify keeping the supplier or product on board. We were in the 1800s, and we had to move ahead,† he say s of the $55 million business. Questions 1. What is a decision support system? What advantages does a decision support system have for a business like the Harvard Cooperative Society? 2. How would the decision support system of a business like the Harvard Cooperative Society differ from that of a major corporation? 3. Briefly outline the components of the Harvard Cooperative Society’s decision support system. How to cite Decision Support System and Harvard Cooperative Society, Essay examples

Biff is the antithesis of Bernard Essay Example For Students

Biff is the antithesis of Bernard Essay Biff and Bernard are two contrasting characters in this play. As young boys, the differences between them are apparent. As grown men, the differences are subtle, but, Biff and Bernard are antithetical of one another. Thats because he likes you. If somebody else took that ball thered be an uproar. (p. 30)Willys response to Biff borrowing the football, gives Biff the idea that it is alright to steal as long as he is popular. In effect, Willy teaches his son that popularity and freedom to do what one wants go hand in hand. Bernard, however, is not as popular as Biff. Hes liked, but hes not well liked. (p. 33)Biff uses these words to refer to Bernard. The Lomans see Bernard as a pest, who will not amount to much because he is not well liked. Much like his father, Biff tends to embellish the truth. Well, I borrowed it from the locker room. (p. 29)This is Biffs response to Willy concerning the new football. Biffs response shows his dishonest nature. One sees that Biffs dishonesty continues into his adulthood when he steals the fountain pen of bill Oliver. Bernard, on the other hand shows that he is an honest young boy. When Willy demands that Bernard give Biff the answers for the exam, Bernard replies:I do, but I cant on a Regents! Thats a state exam! Theyre liable to arrest me. (p. 40)Even though Bernard looks up to Biff, he does not want to resort to cheating to help Biff pass the exam. Both Biff and Bernard have contrasting views of one another. One can see that Bernard idolizes Biff. Before Biffs big game in Ebbetts Field, Bernard asks if he can carry Biffs helmet. This shows that Bernard is willing to do anything for Biff even if it is a task as trivial as carrying Biffs helmet. Willy teaches Biff that is acceptable to use people if one is popular. Bernard is one of the many people that Biff manipulates. Let him carry the shoulder guards. (p. 88)Biff is speaking to Happy about allowing Bernard to carry some equipment. Biffs condescending attitude towards Bernard is demonstrated in this line. Biff believes the allowing Bernard to carry the shoulder guards is a great honour for Bernard. Even in adulthood, Biff and Bernard remain foils of one another. Biff displays a lack of maturity as a grown man. And dont say Gee. Gee is a boys word. A man walking in for fifteen thousand dollars does not say Gee! (p. 65)Biffs use of the word Gee displays his lack of mature vocabulary, thus, in Willys eyes, Biff appears to be immature. In Bernards speech to Willy about the turning point in Biffs life, one can see that Bernard maintains an air of maturity. Because Id thought so well of Biff, even though hed always taken advantage of me. I loved him, Willy, yknow? (p. 94)Even though he was manipulated by Biff, Bernard demonstrates maturity because he harbours no resentment towards Biff. The older Biff shows impatience when waiting to meet with Bill Oliver. Well, I waited six hours for him, see? All day. Kept sending my name in. Even tried to date his secretary so shed get me to him but no soap. (p. 104)Biff obviously believed that he really was salesman for Oliver and that Oliver would meet with him right away. Impatience caused Biff to go to great lengths to fulfill his appointment with Oliver. Contrary to Biff, Bernard displays patience, particularly in his conversation with Willy. Although, Willys replies are voiced angrily, Bernard manages to remain patient with Willy by not letting Willys anger bother him. .u73e655866b5212ed6ca0fdc49a220551 , .u73e655866b5212ed6ca0fdc49a220551 .postImageUrl , .u73e655866b5212ed6ca0fdc49a220551 .centered-text-area { min-height: 80px; position: relative; } .u73e655866b5212ed6ca0fdc49a220551 , .u73e655866b5212ed6ca0fdc49a220551:hover , .u73e655866b5212ed6ca0fdc49a220551:visited , .u73e655866b5212ed6ca0fdc49a220551:active { border:0!important; } .u73e655866b5212ed6ca0fdc49a220551 .clearfix:after { content: ""; display: table; clear: both; } .u73e655866b5212ed6ca0fdc49a220551 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u73e655866b5212ed6ca0fdc49a220551:active , .u73e655866b5212ed6ca0fdc49a220551:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u73e655866b5212ed6ca0fdc49a220551 .centered-text-area { width: 100%; position: relative ; } .u73e655866b5212ed6ca0fdc49a220551 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u73e655866b5212ed6ca0fdc49a220551 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u73e655866b5212ed6ca0fdc49a220551 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u73e655866b5212ed6ca0fdc49a220551:hover .ctaButton { background-color: #34495E!important; } .u73e655866b5212ed6ca0fdc49a220551 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u73e655866b5212ed6ca0fdc49a220551 .u73e655866b5212ed6ca0fdc49a220551-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u73e655866b5212ed6ca0fdc49a220551:after { content: ""; display: block; clear: both; } READ: Psychology Term Paper On Freudud EssayIn his glory days, Biff is considered popular, athletic and good with his hands. Bernard, however, is weak, anemic and not very popular. Willy teaches Biff a false sense of self importance and believes:the man who makes an appearance, the man who creates personal interest, is the man who gets ahead. (p. 33)Biff blames this false sense of self-importance for his unprosperous life. And I never got anywhere because you blew me so full of hot air I could never stand taking orders from anybody! Thats whose fault is! (p. 131)Bernard, in Willys opinion, is not going to reach the same level success as Biff. Bernard can get the best marks in school, yunderstand, but when he gets out in the business world, yunderstand, you are going to be five times ahead of him. (p. 33)To Willys surprise, Bernard grows up to be a successful lawyer arguing cases in front of the Supreme Court. One can see that the success experienced in the lives of both biff and Bernard are antithetical. Throughout the play there are contrast between Biff and Bernard. At first one sees that Biff is popular and athletic and that Bernard is weak and unpopular. Later on one sees that Bernard grows up to be a great success and Biff grows up to be a disappointment. No matter how one perceives it, one can see that Biff is the antithesis of Bernard.

Planning, Execution and Control Capabilities in a Real

The Executive Summary Dubai, like many other countries within the Middle East, is well known for oil production. Oil, being the rare commodity that it is, has enabled economies of countries where it is produce to blossom to envious levels. Most countries in the Middle East like Qatar, Bahrain and Saudi Arabia have recorded huge and tremendous growths in their economies due to the availability of the oil deposits that they have.Advertising We will write a custom proposal sample on Planning, Execution and Control Capabilities in a Real-World Project – The Real Estate Projects in Dubai specifically for you for only $16.05 $11/page Learn More The same is true with the United Arab Emirates. But, due to the growing concerns of diversification, it has become necessary to invest in other sectors of the economy as well. It is against this backdrop that Dubai has put much infrastructural investments in the real estate (Pacione 2005, p. 259). As one of the s even emirates of the United Arab Emirates, Dubai has cut a niche to be one of the most desirable destinations in the real estate. The real estate projects are actually growing very fast in this emirate. In fact, it is reported that about a third of all the cranes in the world are involved in building properties in Dubai. Incidentally, according to the Interpol, the Emirate is ranked as one of the safest places to live in the whole world. This has made investors rush to the Emirate with various development projects. Key, among the projects, includes tourism and real estate development. However, in order to realise the efficient execution of any real estate project, adequate planning and control capabilities must be put in place. The main aim of this paper is to underscore various planning, execution and control problems in a specific real estate project in Dubai. The project under study apparently is the City of Arabia in Dubai (Pà ©rez, 2007, p. 38). Introduction The city of Arabia is a multi billion dollar investment in the Dubai suburb at the heart of Dubailand. It is projected to offer residency and homes to more than thirty four thousand households upon completion. In addition, it contains the world’s largest Mall, the Mall of Arabia together with the Restless Planet, which is an internationally known dinosaur theme-park. This makes it assume the position of key destination within the new Dubai. This is based on the restaurants, shopping malls, clinic, administrative offices and schools that are contained within the city (Cooper 2008, p. 103). The city of Arabia is majorly divided into four elements which include the Mall of Arabia, the Restless Planet, the Wadi Walk and the Elite Towers. On the other hand, the Wadi walk consists of a water front community with outdoor cafes, stylish apartments and attractive retail outlets while the elite towers is a group of thirty four impressively residential and commercial apartments (Bagaeen 2007, p. 183).Adv ertising Looking for proposal on project management? Let's see if we can help you! Get your first paper with 15% OFF Learn More Upon completion, the city of Arabia is planned to have its own monorail system for purposes of reducing the use of cars within the city. Other major planning considerations for the city include thirty thousand, eight hundred residents who will occupy eight thousand two hundred residential units. In addition, there will also be a catchment area that has a total population of 1.87 million people. Research Aim and Objectives The aim of conducting this research is to determine the implications of project planning, execution, and control capabilities on project development and progress according to budget, schedule, resource management, and identify opportunities for improvement for water treatment in the city of Dubai. To that end, the following objectives serve the purpose of achieving the aim: To competitively identify and contract the best com pany to design, develop, and install a water treatment system adhering to the CPM chart, cost estimates, and earned value for the project. To identify the implications of project success based on initial budget, schedule, challenges and opportunities for improvement, and appropriately manages available resources. Hypothesis H0 (Null hypothesis): The capabilities of planning, execution and control capabilities of projects have no implications on real-world project success. H1 (alternative hypothesis): Project management tools when used by the have positive implications on the planning, execution and control capabilities of projects in a real-world project according to project budget, schedule, and resource management. A one tailed test will be used since an increase in the value of the alternative hypothesis will have implications on the research. Literature Review and Discussion The success of any major undertaking depends on the manner in which planning and the execution of the pl an is carried out. Magnificent plans require well laid down procedures, adequate finance and competent teams of personnel for their completions. The planning of the city of Arabia in Dubai presented a lot of planning opportunities to different stakeholders most of whom were multinational companies who were contracted to do the work. One such opportunity involved the Aquateknik plan implementation (Balakrishnan 2008, p. 77). Apparently, Aquateknik was the company contracted to deal with the water treatment suppliers of the city of Arabia. This company was founded back in the year 1987 and majorly deals with the treatment of water. As an expert in this industry, the company is focused on designing, development, installation and the project of water treatment systems that are individually manufactured. They thus have vast knowledge and experiences in this trade.Advertising We will write a custom proposal sample on Planning, Execution and Control Capabilities in a Real-World Projec t – The Real Estate Projects in Dubai specifically for you for only $16.05 $11/page Learn More In the planning and execution of the city of Arabia, the Aquateknik Company was contracted to build camp sites, swimming pools, amusement parks, hotels and water parks within the city. Other areas where their focus was required were the aquariums, zoological gardens and animal parks. In addition the services of treating the industrial water, building natural lakes, rivers and canal system were firmly under them. Besides, the company was also contracted to build fountains, water art and mirror basins. It is evident from the above scope of work that huge resource and manpower allocation was required for the success of the projects. But of greater importance was planning on the best and practical means of managing all these (Ramos 2010, p. 124). Although the consultancy and construction of different components of the projects will not be an easy task, the Wadi Walk area as an Arabian Venice presents a formidable challenge. This is because it will require the construction of a canal that floats gently throughout the city of Arabia. Considering the fact that the current supply of water to the residential areas is dependent on the taxis, there is destined to be a lot of opposition from the taxi operators who might interpret this as being thrown out of business. This is tantamount to generate real and actual planning challenges for the company. However, the taxi operators should be assured of alternative sources of livelihoods once the project is in place (Oxford Business Group 2008, p. 373). Recommendations Based on the massive work portfolio that will be involved in the planning, design and development of the city of Arabia, it is highly recommended that only companies with enough credibility and capability of delivery on the plans should be contracted. This can be achieved by letting many companies to different areas of operation instead o f leaving the whole work to a single contractor. Through this, high competency and good quality of work will be achieved due to the adequate division of labor and expertise. However, most importantly, the different contracted companies must share their design plans so as not to overlap the works of others or leave job gaps in anticipation of handling by a different company. Conclusion The city of Arabia has presented an ideal planning opportunity to the design and development firms of the world. They will showcase their talents and capabilities for the same in attaining the best of standard. Of great importance, however, will be the formulation and adherence to credible planning tools and strategies.Advertising Looking for proposal on project management? Let's see if we can help you! Get your first paper with 15% OFF Learn More References Bagaeen, S 2007, ‘Brand Dubai: The Instant City; or the Instantly Recognizable City’, International Planning Studies, vol. 12, no. 2 , pp. 173-197. Balakrishnan, MS 2008, ‘Dubai – a star in the east: A case study in strategic destination branding’, Journal of Place Management and Development, vol 1 no. 1, pp. 62 – 91. Cooper, P 2008, Opportunity Dubai: Making a Fortune in the Middle East, Harriman House Limited, Petersfield. Oxford Business Group 2008, The Report: Dubai 2008, Oxford Business Group, London. Pacione, M 2005, ‘Industrial solid waste disposal in Dubai, UAE: A study in economic geography’, Cities, vol. 22, no. 3 , pp. 255–265. Pà ©rez, L 2007, United Arab Emirates: 2007 Article IV Consultation – Staff Report; Staff  Statement; Public Information Notice on the Executive Board Discussion; and Statement by the Executive Director for the United Arab Emirates, International Monetary Fund, Washing ton, D.C.. Ramos, SJ 2010, Dubai Amplified: The Engineering of a Port Geography, Ashgate Publishing, Ltd, Burlington. This proposal on Planning, Execution and Control Capabilities in a Real-World Project – The Real Estate Projects in Dubai was written and submitted by user Ben Hampton to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Strong Quotes to Discover Your Inner Strength

Strong Quotes to Discover Your Inner Strength Everyone deals with low self-esteem or a lack of self-confidence from time to time. Its not easy to face hardships with a smile, nor should you try to; unresolved stress or anxiety can manifest itself in many negative ways (including physical illness).   But sometimes we just need a little nudge to try to get out of a rut or to keep going on a path that seems long and arduous. Hope can help us emerge from difficult situations feeling stronger and wiser.   Here are some quotes about finding that inner strength, from people who have faced hardship, to inspire you to keep going.   Inner Strength Quotes from Politicians Solitary trees, if they grow at all, grow strong.Too often the strong, silent man is silent only because he does not know what to say, and is reputed strong only because he has remained silent. -    Winston Churchill.  The legendary British Prime Minister, who was shot at during the Boer War and guided his country through World War II, was never at a loss for words.   A woman is like a tea bag - you cant tell how strong she is until you put her in hot water. - Eleanor Roosevelt.  Although Roosevelt changed forever the office of First Lady, acting as an advocate for women, minorities, and the poor, she had much hardship in her life, including being orphaned at age 10.   The strong man is the one who is able to intercept at will the communication between the senses and the mind. -   Napoleon Bonaparte Do not pray for easy lives. Pray to be stronger men. -   John F. Kennedy It is easier to build strong children than to repair broken men. -   Frederick Douglass You are never strong enough that you dont need help. -   Cesar Chavez Inner Strength Quotes from Writers Character is higher than intellect. A great soul will be strong to live as well as think. -    Ralph Waldo Emerson. He rose to become one of the elder statesmen of literary circles in early America, but Emerson suffered both the loss of his wife not long after their wedding  and the early loss of his father, both of which affected him profoundly.   The world breaks everyone, and afterward, some are strong at the broken places. -   Ernest Hemingway. Although he was a highly influential journalist and novelist, Hemingway struggled with alcoholism and depression his entire life.   Nothing can dim the light which shines from within. ― Maya Angelou. The author had a difficult childhood which included being raped by her mothers boyfriend, but she went on to win numerous critical accolades and awards for her writing.   Inner Strength Quotes from Philosophers To keep the body in good health is a duty,   otherwise, we shall not be able to keep our mind strong and clear. ―Buddha That which does not kill us makes us stronger. ―Friedrich Nietzsche Look well into thyself; there is a source of strength which will always spring up if thou wilt always look. ― Marcus Aurelius

The Aztec Triple Alliance

The Aztec Triple Alliance The Triple Alliance (1428-1521) was a military and political pact among three city-states who shared lands in the Basin of Mexico (what is essentially Mexico City today): Tenochtitlan, settled by the Mexica/Aztec; Texcoco, home of the Acolhua; and Tlacopan, home of the Tepaneca. That accord formed the basis of what was to become the Aztec Empire that ruled Central Mexico and eventually most of Mesoamerica when the Spanish arrived at the very end of the Postclassic period. We know quite a bit about the Aztec Triple Alliance because histories were compiled at the time of the Spanish conquest in 1519. Many of the native historical traditions collected by the Spanish or preserved in the towns contain detailed information about the dynastic leaders of the Triple Alliance, and economic, demographic, and social information comes from the archaeological record. The Rise of the Triple Alliance During the late Postclassic or Aztec Period (AD 1350-1520) in the Basin of Mexico, there was a rapid centralization of political authority. By 1350, the basin was divided into several small city-states (called Altepetl in the Nahuatl language), each of which was ruled by a petty king (Tlatoani). Each altepetl included an urban administrative center and a surrounding territory of dependent villages and hamlets. Some of the city-state relationships were hostile and plagued by nearly constant wars. Others were friendlier but still competed with one another for local prominence. Alliances between them were built and sustained through a vital trade network and a commonly shared set of symbols and art styles. By the late 14th century, two dominant confederations emerged. One was led by the Tepaneca on the western side of the Basin  and the other by the Acolhua on the eastern side. In 1418, the Tepaneca based at Azcapotzalco came to control most of the Basin. Increased tribute demands and exploitation under the Azcapotzalco Tepaneca led to a revolt by the Mexica in 1428. Expansion and the Aztec Empire The 1428 revolt became a fierce battle for regional domination between Azcapotzalco and the combined forces from Tenochtitlan and Texcoco. After several victories, the ethnic Tepaneca city-state of Tlacopan joined them, and the combined forces overthrew Azcapotzalco. After that, the Triple Alliance moved quickly to subdue other city-states in the basin. The south was conquered by 1432, the west by 1435, and the east by 1440. Some longer holdouts in the basin include Chalco, conquered in 1465, and Tlatelolco in 1473. These expansionist battles were not ethnically-based: the bitterest were waged against the related polities in the Puebla Valley. In most cases, the  annexation of communities simply meant the establishment of an additional layer of leadership and a tribute system. However, in some cases such as the Otomi capital of Xaltocan, archaeological evidence indicates that the Triple Alliance replaced some of the population, perhaps because the elites and commoner people fled. An Unequal Alliance The three city-states sometimes operated independently and sometimes together. By 1431, each capital controlled certain city-states, with Tenochtitlan to the south, Texcoco to the northeast and Tlacopan to the northwest. Each of the partners was politically autonomous. Each ruler king acted as the head of a separate domain. But the three partners were not equals, a division that increased over the 90 years of the Aztec Empire. The Triple Alliance divided booty recovered from their wars separately. 2/5 went to Tenochtitlan, 2/5 to Texcoco, and 1/5 (as the latecomer) to Tlacopan. Each leader of the alliance divided his resources among the ruler himself, his relatives, allied and dependent rulers, nobles, meritorious warriors, and to local community governments. Although Texcoco and Tenochtitlan began on a relatively equal footing, Tenochtitlan became preeminent in the military sphere, while Texcoco retained prominence in law, engineering, and the arts. Records do not include reference to Tlacopans specialties. Benefits of the Triple Alliance The Triple Alliance partners were a formidable military force, but they were also an economic force. Their strategy was to build on pre-existing trade relations, expanding them to new heights with state support. They also focused on urban development, dividing the areas into quarters and neighborhoods and encouraging an influx of immigrants into their capitals. They established political legitimacy and fostered social and political interactions through alliances and elite marriages within the three partners and throughout their empire. Archaeologist Michael E. Smith argues that the economic system was taxation, and not tribute since there were regular, routinized payments to the Empire from the subject states. This guaranteed the three cities a consistent flow of products coming in from different environmental and cultural regions, increasing their power and prestige. They also provided a relatively stable political environment, where commerce and marketplaces could flourish. Domination and Disintegration The king of Tenochtitln soon emerged as the supreme military commander of the alliance  and made the final decision on all military actions. Eventually, Tenochtitln began to erode the independence of first Tlacopn, then that of Texcoco. Of the two, Texcoco remained fairly powerful, appointing its colonial city-states and able to fend off Tenochtitlns attempt to intervene in Texcocan dynastic succession right up until the Spanish conquest. Most scholars believe that Tenochtitln was dominant throughout most of the period, but the effective union of the alliance remained intact through political, social, and economic means. Each controlled their territorial domain as dependent city-states and their military forces. They shared the expansionist goals of the empire, and their highest-status individuals maintained individual sovereignty by inter-marriages, feasting, markets and tribute sharing across alliance borders. But hostilities among the Triple Alliance persisted, and it was with the help of Texcocos forces that Hernan Cortes was able to overthrow Tenochtitln in 1591.

Supply Chain Management COURSWORK Coursework Example | Topics and Well Written Essays - 1750 words

Supply Chain Management COURSWORK - Coursework Example More so ethics in organization can relate to managerial decisions which entail, organizational factors like code of ethics, compliance and the culture of the organization and individual ethics. Ethical decision making process in the supply chain targets implementation, planning and controlling the effective and efficient reverse and forward flow of services and good and also their storage (Weele &Van, 10). It also targets the effective information between the origin and consumption point with the aim of meeting the requirement of the customers. The ethical decisions in the supply chain encompasses the management and planning of the activities involved in procurement, resourcing, conversion and the other activities related to the management logistics. It also entails collaboration and coordination with the partners in the channels which include customers, service providers, suppliers and intermediaries. It encompasses integration of the demand and supply management across and within the organization. The primary function of the supply chain management is to link the various business functions in Coca Cola Company and other processes in the business. Ethical decision making in the organization’s supply chain keeps on changing. The change arises due to cross-functional integration in the organization (Weele &Van, 16). The integration focuses on relationship management emphasis and aligning of the objectives. Ethical behavior has a lot of benefits such as effective recruitment and motivation, higher revenue, new source of finance and increased recognition and awareness. Coca Cola Company may risk being affected with many accusations if the chain of supply is involved in bad practices. Some examples of foul unethical practices in supply include corruption, bribery and child labor which can impact negatively on the general achievement of the company.

Descriptive Statistics Essay Example | Topics and Well Written Essays - 3000 words

Descriptive Statistics - Essay Example The contention behind internal consistency checks is to ensure that the research questions produce consistent responses in the case of the respondents. It is common practice to insert similar questions in research surveys in order to gauge whether respondents answer these questions similarly (Berg, 2001). Research in marketing often entails working with a number of different variables in order to establish the relationship between such variables. Typically the data collected in order to carry out social sciences or marketing research relies in large part on quantitative research backed up by qualitative research to fill out the missing gaps. The use of large sets of quantitative data such as in the current research poses a number of problems in itself. For one thing, there are a number of variables who could be related to each other and may have an impact on the overall hypothesis. Such relationships between variables may pose strong or weak connections in one or more variables that need to be investigated. A preferred method to carry out such investigations is to use a factor analysis (Creswell, 2009) to determine the degree of correlation between various variables. Often a number of variables may be related to each other such that other variables may also exert an influence on the overall relationship. This can only be determined by utilising a proper factor analysis which may be related to but differentiated from principal component analysis (Bartholomew et al., 2008) The current research has focused on eliminating a number of problems from data collection and analysis by relying on factor analysis and internal reliability examinations. Descriptive Statistics Descriptive statistics are utilised in order to describe the major characteristics of a data set (Dodge, 2003). The contention in utilising descriptive statistics is to summarise the data set for analysis. In addition, descriptive statistics ensure that the respondents for a study all fall into the sub group being studied. For example, in the current research the aim is to describe the brand image habits and perceptions of ordinary consumers from the middle class. In this case, descriptive statistics ought to ensure that the respondents come from the middle class in large part or else the responses may be markedly different since the brand perceptions may be markedly different between consumer groups. The major descriptive statistics related to the respondents for the current research are presented in the tables provided below along with explanations. Favorite Brand: Frequency Percent Valid Percent Cumulative Percent Valid APPLE 64 40.3 40.3 40.3 BLACKBERRY 19 11.9 11.9 52.2 HTC 9 5.7 5.7 57.9 LG 2 1.3 1.3 59.1 MOTOROLA 5 3.1 3.1 62.3 NOKIA 20 12.6 12.6 74.8 SAMSUNG 33 20.8 20.8 95.6 SONY ERICSSON 7 4.4 4.4 100.0 Total 159 100.0 100.0 The first issue of importance was to establish which brands consumers subscribed to in connection to the cellular phone market. A number of differen t brands are available that subscribe to the tastes of different market segments so it was important to establish how the current cellular phone market was distributed. The results from the survey indicate clearly that the largest market leader is Apple (40.3%) followed by Samsung (12.6%) although it must be recognised that the proportion of Apple users and Samsung users differs significantly. Nokia (12.6%) and BlackBerry

The Ways in Which the Principal Teachings of Two Religious Traditions Essay Example for Free

The Ways in Which the Principal Teachings of Two Religious Traditions Essay Peace and its execution and conservation is a concept embedded within the teachings of both Christianity and Islam. Thus the sacred texts of each tradition, namely; the Christian Bible and the Qur’an and Hadith instruct the adherent as to the best way of contributing to peace at a global level. Upon the analysis of the principal teachings of Christianity and Islam pertaining to peace, it is the contention of this paper that; the inspiration and desire for peace derives directly from the sacred texts of the two traditions. Essential to the concept of peace contained within the Christian Bible is the belief that peace as a concept was given to humankind by God, demonstrated by the teaching and example of Jesus Christ as recorded in the New Testament. â€Å"Peace is what I leave with you; it is my own peace I give to you. † (Jn) This teaching is as such evident in a number of movements which advocate and attempt to achieve world peace. The World Conference on Religion and Peace is a prominent initiative created through the influence of Christian teaching, aiming to encourage dialogue between nations in order to foster and conserve the peace ordained by God. They have provided mediation is such areas as Kosovo and have brought together world leaders to discuss issues such as global security and disarmament. This elucidates the way in which global initiatives for peace are heavily influenced by the principal teachings of Christianity. Moreover, another prominent initiative directed towards the attainment of peace at a global level is the promotion of the World Day of Peace by Pope John Paul VI, declaring that annually, New Years Day should be dedicated to reflection regarding the need for peace, saying that; â€Å"peace results from the harmony built into society by its divine founder. (John Paul VI) This highlights the direct influence of Christian teaching on movements for world peace. Although conflict in contemporary society in a global context is still prevalent, it can be observed that small in-roads to peace have been made as a result of the adherent’s capacity to act on the principal teachings of the tradition. Another prominent teaching of Christianity pertaining to world peace encompasses the concept that peace s attainable if adherents exercise the virtues of faith, hope and love which were bestowed by God in all aspects of ife. Moreover, this teaching demonstrates the notion that evil should not be re-paid with evil but must be dealt with by way of righteous action. â€Å"But I say to you, love your enemies and pray for those who persecute you. † (Mt) This is thus demonstrated on a practical level through the National Council of Churches in Australia’s (NCCA) initiative, the â€Å"Decade to Overcome Violence. † This employs the aforementioned teaching as its basis and urges the Christian community collectively to practise these virtues. Moreover, the council works to denounce international conflict, saying that; â€Å"war as a method of settling international disputes is incompatible with the teaching and example of Jesus Christ. † (NCCA) This demonstrates the way in which the worldwide Christian movements for peace place at their foundation the ethical principals of Christianity as reflected through the Bible. Perhaps one of the more prominent ethical teachings of Christianity with reference to world peace is that which highlights the correlation between being a Christian and working for peace. If your enemy is hungry, give him food†¦ resist evil and conquer it with good. † (Rom) This highlights the concept that working towards peace is an obligation of being a Christian. This is well exemplified by such movements as Pax Christi International, a peace organisation who sought to rectify the problems of the world in the aftermath of WWII and to promote such ideas as ecological awareness, disarmament and human rights. Moreover the pacifist movement, the Quakers or Society of Friends actively promote pacifism, typifying the notion of the practical application of Christian teaching. With reference to Islam, the cornerstone of the Islamic view of world peace is the Lesser Jihad. The principal teaching surrounding this is that Allah desires peace but acknowledges the human capacity to be violent and aggressive. Thus, the concept of the Lesser Jihad or the struggle against external evil in pursuit of world peace is developed. Adherents focus every aspect of their lives in the pursuit of Jihad and it is through this that one may finally achieve submission. O soul at peace, return to the lord. † (Qur’an) This struggle against external evil is demonstrated at a practical level through the initiatives of Australian Muslims to enter into dialogue with non-Islamic Australians to attempt to quell misunderstandings regarding Islam such as the misconception regarding Jihad. In 1989, The International Scholars Annual Dialogue was established by scholars from various faiths to clarify such issues as the aforementioned, helping to achieve world peace. This organisation believes that the western media â€Å"oversimplifies the position of Islam† on matters such as terrorism, thus impeding initiatives towards peace in a global context. Moreover such movements as the Bridges not Walls Foundation is an interfaith movement instigated by Muslims and Jews in order to oppose the conflict in the Middle East. Although peace in its entirety has not yet been achieved, initiatives such as these possess an incalculable significance in directing the world towards peace. Peace is a concept that is embedded into the sacred texts and principal teachings of both Christianity and Islam. These texts instruct the adherent toward the most appropriate way to peace and as such it is the concluding contention of this paper that; the inspiration and desire for peace derives directly from the sacred texts of the two traditions and although this has not yet been fully achieved, the movement towards world peace has been aided by the capacity of adherents to act practically on the principal teachings contained within the sacred texts of the aforementioned traditions.

Attention Deficit Disorder :: Biology Essays Research Papers

Attention Deficit Disorder Attention Deficit Disorder is a neurobehavioral disorder that affects thousands of people in the United States. Over the past decade, media focuses have been primarily on children with the disorder and the effects of the traditionally used medication, Ritalin. It is important to note that A.D.D. does not target only children, but it also greatly affects adults because it is not a condition than can be outgrown or cured. Furthermore, it has become critical, since more doctors have become specialists on this disorder, thus presenting the many ways in which it affects the life of a human being. The identification of Attention Deficit Disorder dates to the early 1900's when it was called "minimal brain dysfunction"; researchers found that children with encephalitis and soldiers who had received some brain damage (after World War I), demonstrated hyperactivity, impulsivity, and conduct disorders. (1) Consequently, researchers made the assumption that since brain injury could cause hyperac tivity then all hyperactivity would be caused by brain damage. After many years of new observations, this statement has been shown to be untrue; however, there are still many misconceptions and rumors about the causes of A.D.D., which limit the general understanding of the disorder. The topic of A.D.D. is of great interest to me since two of my siblings have been diagnosed with the disorder. This first assignment has given me the opportunity to explore the causes and the many faces of A.D.D. I found myself to be one of many people who believed many rumors and misconceptions to be true about A.D.D. as well as learning about the newest most commonly accepted observations and conclusions about the causes of this disorder. For example, A.D.D. does not occur in one form only; in fact, there are two major types of A.D.D.: Inattentive: In general, people with this type have trouble keeping focus and attention and are not consistent with hyperactivity. †¢ Often failure in paying close attention to details/making mistakes in assignments †¢ Difficulty in retaining attention in tasks †¢ Seems not to listen/forgets daily activities †¢ Failure to follow instructions or finishing assignments †¢ Constantly loosing belongings Attention Deficit Hyperactivity Disorder: In general, people with this type are in constant overactivity and are highly impulsive, which leads to the inability to remain focused and attentive. †¢ Fidgety and squirmy/ not being able to stay seated †¢ Feeling restless †¢ Often "on the go" or acts if "driven by a motor" †¢ Often talking excessively

Logistics Management

LOGISTICS MANAGEMENT Chapter-1 Concepts Objectives and Elements of Logistics 1. A. Introduction of Marketing Logistics B. Definition of Marketing Logistics C. Evolution of Marketing Logistics & Intl. Logistics D. Concept of Logistics E. Components of Logistics system F. Article Chapter-2 Logistics Sub-system A. Marketing Logistics B. Essence of logistics in marketing: C. Relevance of Logistics in Export Management D. Importance of Logistics as a strategic resource: E. Trade-Off Analysis F. Forms of logistics management G. Questions for Self-Analyzation Chapter-3 International Logistics A.Introduction B. Definition C. Supply Management D. Incoterms E. International Packaging Issues Chapter-4 Integrated Logistics A. Introduction B. Network Design C. Information Location Redesign D. Transportation E. Inventory Warehousing, Material Handling, and Packaging F. Integrated Logistics Inventory Flow G. Information Flow Hospital's Cure for Inefficiency H. Barriers to Internal Integration CHAPT ER-1 Concepts Objectives and Elements of Logistics 2. Definitions of Logistics Logistics is new unique, it never stops! Logistics is happening around the globe 24 hours days Seven days a week during fifty-two weeks a year.Few areas of business involve the complexity or span the geography typical of logistics. Logistics is concerned with getting products and services where they are needed whenever they are desired. Most consumers take a high level of logistical competency for granted. When they go to store, they expect products to be available and fresh. It is rather difficult to visualize any marketing or manufacturing without logistical support Modern logistics is also a paradox. Logistics has been performed since the beginning of civilization: it’s hardly new.However implementing best practice of logistics has become one of the most exciting and challenging operational areas of business and public sector management According to Council of logistics management: â€Å"Logist ics is the process of planning, implementing and controlling the efficient, effective flow and storage of goods, services and related information from point of origin to point of consumption for the purpose of conforming the customer requirement†. Logistical management includes the design and administration of systems to controls the flow of material, work- in – process, and finished inventory to support business unit strategy.Logistics is the designing and managing of a system in order to control the flow of material throughout a corporation. This is a very important part of an international company because of geographical barriers. Logistics of an international company includes movement of raw materials, coordinating flows into and out of different countries, choices of transportation, and cost of the transportation, packaging the product for shipment, storing the product, and managing the entire process. Analysis of the figure of evolution of logistics [pic] Fragment ation 1960This era was known as fragmentation because every thing that done was disintegrated Evolving Integration At this stage of time new concepts of Logistical management were evolving Total integration In the present scenario because of technological advances logistics has evolved as part of management Concept of Logistics The concept of logistics is fairly new in the business world. The theoretical development was not used until 1966. Since then, many business practices have evolved and logistics currently costs between 10 and 25 percent of the total cost of an international purchase.There are two main phases that are important in the movement of materials: material management and physical distribution; Materials management is the timely movement of raw materials, parts, and supplies. The physical distribution is the movement of the firm's finished products to the customers. Both phases involve every stage of the process including storage. The ultimate goal of logistics is: â €Å"To coordinate all efforts of the company to maintain a cost effective flow of goods. † Word, ’Logistics’ is derived from French word ‘loger’, which means art of war pertaining to movement and supply of armies.A military concept, fighting a war requires: i. Setting of an objective ii. Meticulous planning to achieve the objective iii. Troops properly deployed iv. Supply line consisting weaponry, food, medical assistance, etc. maintained v. Plan should be such that there is minimum loss to men & material Like fighting a war in the battlefield, the marketing managers also need a suitable logistics plan that is capable of satisfying the company objective of meeting profitably the demand of targeted customers. Inbound logistics + Material Management + Physical Distribution =LogisticsDiscussion of each and every term in this above summation i. Inbound logistics covers the movement of materials received from suppliers ii. Material management describes t he movements of material & components within a firm iii. Physical distribution refers to movement of goods outward from the end of the assembly line to the costumer. iv. Supply- chain management is somewhat larger than logistics and it links logistics more directly within the user’s total communication network & with the firm engineering staff. It includes manufacturer and suppliers but also transporters, warehouses, retailers and customers themselves.Importance of logistics i. Transportation cost rose rapidly due to the rise in fuel prices ii. Production efficiency was reaching a peak iii. Fundamental change in inventory philosophy iv. Product line proliferated v. Computer technology vi. Increased use or computers vii. Increased public concern of products Growth of several new, large retail chains or mass merchandise with large demands & very sophisticated logistics services, by pass traditional channel & distribution viii. Reduction in economic regulation ix. Growing power of retailers x. GlobalizationThe interrelation of different logistics element and their costs should be based on total cost rather than individual costs. The objectives of Logistics Operating Objectives In terms of logistical system design and administration, each firm must simultaneously achieve at least six different operational objectives. These operational objectives, which are the primary determinants of logistical performance, include rapid response, minimum variance, minimum inventory, movement consolidation, quality, and life-cycle support. Each objective is briefly discussed. Rapid ResponseRapid response is concerned with a firm's ability to satisfy customer service requirements in a timely manner. Information technology has increased the capability to postpone logistical operations to the latest possible time and then accomplish rapid delivery of required inventory. The result is elimination of excessive inventories traditionally stocked in anticipation of customer require ments. Rapid response capability shifts operational emphasis from an anticipatory posture based on forecasting and inventory stocking to responding to customer requirements on a shipment-to-shipment basis.Because inventory is typically not moved in a time-based system until customer requirements are known and performance is committed, little tolerance exists for operational deficiencies Minimum Variance Variance is any unexpected event that disrupts system performance. Variance may result from any aspect of logistical operations. Delays in expected time of customer order receipt, an unexpected disruption in manufacturing, goods arriving damaged at a customer's location, or delivery to an incorrect location-all result in a time disruption in operations that must be resolved.Potential reduction of variance' relates to both internal and external operations. Operating areas of a logistical system are subject to potential variance. The traditional solution to accommodating variance was t o establish safety stock inventory or use high-cost premium transportation. Such practices, given their expense and associated risk, have been replaced by using information technology to achieve positive logistics Control. To the extent that variances are minimized, logistical productivity improves as a result of economical operations.Thus, a basic objective of overall logistical performance is to minimize variance. Minimum Inventory The objective of minimum variance involves asses commitment and relative turn velocity. Total commitment is the financial value of inventory deployed throughout the logistical system. Turn velocity involves the rate of inventory usage over time. High turn rates, coupled with inventory availability, means that assets devoted to inventory are being effectively utilized. The objective is to reduce inventory deployment to the lowest level consistent with customer service goals to achieve the lowest overall total logistics cost.Concepts like zero inventories have become increasingly as managers seek to reduce inventory deployment. The reality of reengineering a system is that operational defects do not become apparent until inventories are reduced to their lowest possible level. While the goal of eliminating all inventories is attractive, it is important to remember that inventory can and does facilitate some important benefits in a logistical system. Inventories can provide improved return on investment when they result in economies of scale in manufacturing or procurement.The objective is to reduce and manage inventory to the lowest possible level while simultaneously achieving desired operating objectives. To achieve the objective of minimum inventory, the logistical system design must control commitment and turn velocity for the entire firm, not merely for each business location. Movement consolidation One of the most significant logistical costs is transportation. Transportation cost is directly related to the type of product, siz e of shipment, and distance. Many Logistical systems that feature premium service depend on high-speed, small-shipment transportation.Premium transportation is typically high-cost. To reduce transportation cost, it is desirable to achieve movement consolidation. As a general rule, the larger the overall shipment and the longer the distance it is transported, the lower the transportation cost per unit. This requires innovative programs to group small shipments for consolidated movement. Such programs must be facilitated by working arrangements that transcend the overall supply chain. Quality improvement A fifth logistical objective is to seek continuous quality improvement.Total quality management (TQM) has become a major commitment throughout all facets of industry. Overall commitment to TQM is one of the major forces contributing to the logistical renaissance. If a product becomes defective or if service promises are not kept, little, if any, value is added by the logistics. Logist ical costs, once expended, cannot be reversed. In fact, when quality fails, the logistical performance typically needs to be reversed and then repeated. Logistics itself must perform to demanding quality standards.The management challenge of achieving zero defect logistical performance is magnified by the fact that logistical operations typically must be performed across a vast geographical area at all times of the day and night. The quality challenge is magnified by the fact that most logistical work is performed out of a supervisor's vision. Reworking a customer's order as a result of incorrect shipment or in-transit damage is far more costly than performing it right the first time. Logistics is a prime part of developing and maintaining continuous TQM improvement. Life-Cycle supportThe final logistical design objective is life-cycle support. Few items are sold without some guarantee that the product will perform as advertised over a specified period. In some situations. The norma l value-added inventory flow toward customers must be reversed. Product recall is a critical competency resulting from increasingly rigid quality standards, product expiration dating and responsibility for hazardous consequences. Return logistics requirements also result from the increasing number of laws prohibiting disposal and encouraging recycling of beverage containers and packaging materials.The most significant aspect of reverse logistical operations is the need for maximum control when a potential health liability exists (i. e.. a contaminated product). In this sense, a recall program is similar to a strategy of maximum customer service that must be executed regardless of cost. Johnson & Johnson's classical response to the Tylenol crisis is an example of turning adversity into advantage. The operational requirements of reverse logistics range from lowest total cost, such as returning bottles for recycling, to maximum performance solutions for critical recalls.The important p oint is that sound logistical strategy cannot be formulated without careful review of reverse logistical requirements. Some products, such as copying equipment, derive their primary profit from selling supplies and providing aftermarket. Service. The importance of service support logistics varies directly with the product and buyer. For firms marketing consumer durables or industrial equipment, the commitment to life-cycle support constitutes a versatile and demanding operational requirement as well as one of the largest costs of logistical operations.The life-cycle support capabilities of a logistical system must be carefully designed. As noted earlier, reverse logistical competency, as a result of worldwide attention to environmental concerns, requires the capacity to recycle ingredients and packaging materials. Life-cycle support, in modern terms, means cradle-to-cradle logistical support. We will now cover the components of Logistics The components mainly comprises of the part m ostly of which we have already covered in our earlier semesters With the help of the figure given below can you tell me with how many terms are you aware with?Yes that very nice of all of you that you are aware of most of the terms But don’t panick!!! I would be covering each term in detail so that you can revise with me For the components see the figure given below Inputs into logistics i. Natural resources ii. Human Resources iii. Financial Resources iv. Information Resources Can anyone tell me what these resources regarding logistics management? Management actions i. Planning ii. Implantation iii. Control We have already discussed these terms in first and second semesters Logistics Management i. Raw Material ii. In-Process Inventory iii. Finished GoodsThese are the systems through which products goes from suppliers to customers. Logistics activities i. Customers Service ii. Demand forecasting iii. Distribution communication iv. Inventory Control v. Material Handling vi. Or der Processing vii. Part & Service Support viii. Plant and Warehouse side selection ix. Procurement x. Packaging xi. Return goods handling xii. Salvage & scrap disposal xiii. Traffic & transportation xiv. Warehousing & Storage Outputs of Logistics i. Marketing Orientation ii. Time & Place Utility iii. Efficient Movement to Customer iv. Proprietary asset Components of logistics management: pic] Questions for self-analysation A. What do you understand by term LOGISTICS? Explain it with the evolution concept. B. With the help of suitable figure discuss the components of logistical systems. C. Define the term LOGISTICS, with suitable example . And the importance of logistics in today’s business life. D. With the help of suitable example clearly explain the objectives of Logistics. Why tylenol remains number one Johnson & Johnson's McNeil Consumer Products Division was hit with a major crisis in September 1982. Their top-seHing product line, Tylenol, was linked to seven deaths in the Chicago area.At the time of the incident, Tyleool enjoyed 35 percent of the $1 billion analgesic market, but by the end of September, this market share had dropped 80 percent. Currently, Tylenol is again the top-selling brand with approximately 30 percent of the now $2,7 billion analgesic market. t How Was Johnson & Johnson (1) able to regain market share and a leading image after such a damaging tragedy? Its recovery was successful because of reverse logistics capability coupled with a marketing strategy that focused on protecting the consumer and going above and beyond what was necessary to instill] trust and an image of security.This recovery plan is a positive prototype for other corporations to follow, which, in effect, may increase the potential for voluntary product recants across a variety of industries. When the List news reports hit about cyanide-tainted Extra-Strength Tylenol capsules, J was unsure whether the tampering occurred in its manufacturing operations or at t he retail level. As such, its first efforts were directed at pinning down the problem. As soon as the lot numbers were identified from the first few deaths, J stopped production in the plant responsible.At the same time, it halted all Tylenol commercials nationwide and began recalls that eventually involved 31 million bottles of product, which had a retail value of $100 million. Another strategy that J took was to work openly and closely with the media. 1 has traditionally maintained a distance from the press, but in this case it felt that openness and honesty would help reduce consumer panic and provide a vehicle for disseminating critical information. A crisis team was put together that included J as well as McNeil executives and top managers.This team was quite sure that the tampering had occurred at the retail level since the incident was isolated to Chicago's West Side and other samples from the same lot were normal. Regardless, they began the recall with the remaining 93,000 b ottles from this lot. The expenses of this first phase of the recall included $1 million just for phone calls and telegrams to doctors, hospitals, and distributors. The sixth poisoning ensured that the tampering was at the retail level since the bottle came from a lot manufactured at its second plant. Since the cause was now isolated, J&1 could concentrate on containment.The first step was to advocate a total recall. While this step was in some ways unnecessary, J&J felt it was a key step to ensure consumer confidence. At first, the FBI and FDA advised against a total recall because of the potential psychological response of the person who tampered with the product and the response of consumers in general. However, after copycat strychnine poisoning in California, all parties agreed that complete removal was the best solution. This total recall entailed the following i. Advertisements stating that NcNeil would exchange tablets for capsules, ii.Thousands of letters to the trade to ex plain the incident and recall procedures, iii. Media statements, iv. A sales force of over 2,000 employees to contact doctors and pharmacists to regain trust and restore their recommendations that had traditionally served as the main promotional avenue for Tylenol products, v. An extensive reverse logistics system that included buying products back from retailers and consumers and shipping returns to disposal centers, and vi. Creating a tamperproof package. It is estimated that recall costs were at least $100 million, most of which involved the reverse logistics operations.By January 1983, the new tamperproof bottles of Tylenol were on the retail shelf. Consumer confidence was obviously regained as a result of the extensive voluntary recall] program, effective public relations, and sales programs and repack operations. This confidence was shown by the fact that at the end of the year, Tylenol had regained almost 30 percent of the market although market share has remained at about 30 percent, sales dollars have more than doubled. Since the total industry sales were about $1 billion in the early 1980s but are now $2. 7 billion CHAPTER-2 Logistics Subsystem Marketing LogisticsIn 1991 the Council of Logistics Management (CLM) a prestigious, professional organization, defined logistics as â€Å"the process of planning, implementing & controlling the efficient, effective flow the point of origin to the point of consumption for the purpose of conforming to customer requirements†. â€Å"Logistics means the art of managing the flow of raw materials and finished goods from the source to the user† To get goods from where they arise to the right place in the right form, at the right time, at the right cost, â€Å"Logistics or physical distribution or distribution logistics is an integral part of Marketing Process†.Essence of logistics in marketing i. Marketing Process is successfully completed when ii. Products are produced and priced to satisfy the i dentified needs of the segment of buyers Arrangements are made to supply these goods through selected distribution channels iii. An awareness is created among the buyers about the availability of the goods through information facilitation & iv. Goods are physically supplied to the buyers at the place & time selected by them. v. Besides satisfying the customers need, the marketing process must be profitable to the seller.So in the Marketing sense, utility is not merely the usefulness of a product to satisfy the customer needs but also moving the product from a manufacturing facility to the user. â€Å"Thus, Logistics is a link between the manufacturing & selling process that leads to the creation of place and time utility† While the production element in the marketing – mix (product, price, place & promotion) leads to creation of ‘form’ utility by taking decisions as product line variety, design, color brand, service, etc. he distribution element comprising distribution channel fixation & physical movement, creates ‘time’ & ‘place’ utility by ensuring that the produced goods reach the place & time chosen by the buyer. Logistics is the designing and managing of a system in order to control the flow of material throughout a corporation. This is a very important part of an international company because of geographical barriers. Relevance of Logistics in Export Management International trade is becoming a more important part of the GNP in the industrially advanced countries.Many firms in these countries have production centers world wide for markets all over the world. Lack of local resources, small size of home market and many other reasons has resulted in functional centers being maintained in various countries. Issues associated with international transportation of finished goods are essentially the same as those that apply to transportation in domestic trade. But, under international operations, goods can be out of exporter's control for longer period of time, more documentation is required, packaging may be more costly and shipping insurance is more costly.The transportation alternatives include ocean shipping and containerization as well as airfreight. The basic activities involved in the flow of goods, like transportation, warehousing and holding of inventories, should be integrated in a systems approach. The systems approach would recognize the trade-offs, such that sometimes more expensive airfreight may be opted for, instead of less expensive ocean shipping, because of savings in warehouse and inventory costs. In the field of exports, it should be noted that transport systems in developing countries are generally not as efficient as in the industrially advanced countries.Transportation is often considered to be the most important single determinant of plant location. Firms in international trade also try to reduce amount of unnecessary product packaging, since packing material can account for almost 40 per cent of the weight of the products shipped. A company can reduce inland transportation charges by locating its distribution facilities adjacent to container ports or airports. The burden of documentation can be eased through computerization. Export management involves marketing in overseas market.Hence the discussions on the interface of logistics with marketing holds good for the relevance of logistics in export management. Yet, in addition, export management has certain unique features, as discussed above, to be understood in the context of relevance of logistics to export management. Importance of Logistics as a strategic resource Logistical Management includes the design and administration of systems to control the flow of material, work-in-progress and finished inventory to support business unit strategy.Discussion of the concept of logistics, its place in the value-chain process leading to profitability, its contribution as one of the primary functio ns and its interface with other functions of the firm bring outs its importance as a strategic resource. However, to be of a real strategic influence, a good amount of competency has to be achieved and a well-defined logistical mission and objectives has to be committed to, by every one in the firm, especially the top management. Logistical competency Logistics involves detailed and complex work.Logistical management starts with how logistical competency fits into a firm's overall strategic. Positioning. It is fundamentally important to view logistics as to how it can be exploited as a core competency. For logistical competency to develop, it is important to develop an integrated framework that defines and relates key concepts. This integration should be in such a way that competitively superior logistical performance contributes to overall enterprise strategy. Logistical competency is a relative assessment of a firm's capability to provide competitively superior customer service at the lowest possible total cost.This typically means that logistical performance is dedicated to supporting any or all marketing and manufacturing requirements in a manner that exploits delivery capability. In short, the strategy is to provide superior service at a total cost below industry average. Alternative logistical capabilities, emphasizing flexibility, time-based performance, operational control, postponement capabilities, and most of all a commitment to perfect service performance typically characterize the service platform of superior logistic achievers.So we can say that all enterprises must perform logistics to achieve their basic business goals. One of several competencies required to create customer value is logistics. When logistics becomes a cornerstone of basic business strategy, it must be managed as a core competency. The Logistical Mission Logistics exists to satisfy customer requirements by facilitating relevant manufacturing and marketing operations. The challe nge is to balance service expectations and cost expenditures in a manner that achieves business objectives.Basic logistical service is measured in terms of Availability Availability means having inventory to consistently meet customer material or product requirements. Operational performance Operational performance deals with the elapsed time from order receipt to delivery. Operational performance involves delivery speed and consistency. A firm's operational performance can be viewed in terms of how flexible it is in accommodating unusual and unexpected customer requests. Service reliability Service reliability involves the quality attributes of logistics.For logistics performance to continuously meet customer expectations, it is essential that management be committed to continuous improvement. Do you know in 1956, in an effort to explain conditions under which high-cost air transport could be justified, Lewis, Colleton and Steele conceptualized the total cost of logistics. Total co st was positioned to include all expenditures necessary to perform logistical requirements. The authors illustrated an electronic parts distribution strategy Wherein the high variable cost of direct factory to customer air transport was more than offset by reductions in inventory and field warehouse costs.They concluded that the least total cost logistical way to provide desired customer service was to centralize inventory in one warehouse and make deliveries using air transportation. The concept of total cost, although basic, had not previously been applied to logistical analysis. Managers typically focused on minimizing functional cost, such as transportation, with the expectation that such effort would achieve the lowest combined cost. The total-cost concept opened the door to examining how functional costs interrelate. The appropriate level of logistics cost expenditure must be related to desired service performance.The simultaneous attainment of high availability, operational p erformance, and reliability is expensive. A significant managerial challenge stems from the fact that logistical cost and increased performance have a no proportional relationship. The typical logistical system in an enterprise seeks to develop and implement an overall logistical competency that satisfies key customer expectations at a realistic total-cost expenditure. Overall, logistical management is concerned with operations and coordination. Operations deal with strategic movement and storage. To complete the total operations mission.Attention must be directed to integrating physical distribution, manufacturing support, and procurement into a single logistical process. These three areas, functioning as an integrated and coordinated process, can best provide operational management of materials; semi finished components, and finished products moving between locations, supply sources, and customers of an enterprise. The mission of the logistical system is measured in terms of total cost and performance. Performance measurement is concerned with the availability of inventory, operational capability, and quality of effort.Logistical costs are directly related to desired level of performance. As a general rule, the greater the desired performance, the higher the total logistics cost. The key to effective logistical performance is to develop a balanced effort of service performance and total-cost expenditure. The strategic integration of logistics is fundamental to an enterprise's success. While a firm may not select to differentiate competitively on the basis of logistical competency, it must perform logistical responsibilities as part of the fundamental process of creating customer value.The relative importance that a firm places on logistical competency will determine the degree of emphasis on achieving internal and external integration. Flexibility is key to logistical competency. Logistical flexibility results from integration and from implementing time-base d control techniques. There are four logistics concepts: i. The systems concept ii. The total cost concept iii. The after-tax concept iv. The trade-off concept The systems concept is based on all functions of a organization working together in order to maximize benefits.This concept sometimes requires certain components of the organization to operate sub optimally in order to achieve maximum goals of the system. The total cost concept is based on the systems concept; however goal achievement is measured in terms of cost. A variation of the total cost concept is the after-tax concept. This goal of this concept is after-tax profit. This concept is becoming very popular because of the many different national tax policies. The trade-off concept links the system together in a way that is very efficient, but can have trade-offs that might be inefficient.The advantages of such high efficiency must be weighed against the risk involved. Logistics is a system having number of components, whic h can be combined in different proportions to achieve a set objective. Long-term objective is profitability; short-term objective is to survive competition by recovering marginal costs. Logistics sub-systems i. Physical Supply or Management of flow of raw materials, spare parts, consumable stores and machinery & tools from suppliers ii. Physical distribution or management of finished goods from the factory to the buyers & iii.Logistical Controls for managing the logistics system, it helps an efficient co-ordination of physical supply & distribution sub-systems. Objective of an ideal logistic system is to ensure flow of supply to the buyer i. In Correct Quantity ii. At Desired location iii. At Required time iv. At useable condition v. At the lowest total cost Thus the objectives encompass efforts to coordinate physical distribution and material management in order to save money or improve service. Elements of logistics system i. Transportation ii. Warehousing iii. Inventory Managemen t iv.Packing & Utilization & v. Information & Communication When economists originally discussed supply-and-demand relationships, facility location and transportation cost differentials were assumed either nonexistent or equal among competitors. Given a facility network and information capability, transportation is the operational area of logistics that geographically positions inventory. Because of its fundamental importance and visible cost, transportation has received considerable managerial attention over the years. Almost all enterprises, big and small, have managers responsible for transportation.Finding and managing the desired transportation mix is a primary responsibility of logistics. Network of three of the functional areas of logistics – information, transportation, and inventory can be engineered into a variety of different operational arrangements. Each arrangement will have the potential to achieve a level of customer service at an associated total cost; In ess ence, these three functions combine to create a system solution for integrated logistics. The final functions of logistics – warehousing, material handling, and packaging – also represent an integral part of an operating solution.However, these functions do not have the independent status of the three previously discussed. Warehousing, material handling and packaging are an integral part of other logistics areas. For example, merchandise typically needs to be warehoused at selected times during the logistics process. Transportation vehicles require material handling for efficient loading and unloading. Finally, the individual products are most efficiently handled when packaged together into shipping cartons or other types of containers. Logistics is viewed as the competency that links an enterprise with its customers and suppliers.Information from and about customer’s flows through the enterprise in the form of sales activity, forecasts, and orders. The whole pr ocess is viewed in terms of two interrelated efforts, inventory flow and information flow. Information flow is a key element of logistics operations. Paper-based information flow increases both operating cost and decreases customer satisfaction. Electronic information movement and management provide the opportunity to reduce logistics expense through increased coordination and to enhance service by offering better information to customers.Information flow was often overlooked because it was not viewed as being important to customers. The Council of Logistics Management recognized this change in 1988 when it incorporated â€Å"material, in-process, finished goods and information† into its definition of logistics Transportation is a key activity in the logistics value chain as it moves product through the various stages of production and ultimately to the consumer. The primary functions include product movement, product storage and integration of international production and di stribution operations.The major transportation principles involve economies of scale and economies of distance. While effective distribution systems should not be designed to hold inventory for an excessive length of time, there are occasions when inventory storage is justified. While the traditional warehousing role has been to maintain a supply of goods to protect against uncertainty, contemporary warehousing offers many other value-added services. These services can be described in terms of economic and service benefits. Economic benefits include consolidation, break bulk and cross-dock, processing/postponement, and stockpiling.Service benefits include spot stocking, assortment, mixing, product support, and market presence The handling of products is a key to warehouse productivity. Handling activities include receiving, in storage handling, and shipping. Packaging has a significant impact on the cost and productivity of the logistical system. An integrated logistics approach to packaging operations can yield dramatic savings. A marketing mix is a compilation of activities designed to attract customers while simultaneously achieving business objectives.The so-called four P's -products/service, promotion, price, and place – constitute a generic marketing mix. The key to formulating an effective mix strategy is to integrate resources committed to these activities into an effort that maximizes customer impact. Logistics ensures that customer requirements involved in timing and location of inventory and other related services are satisfactorily performed. Thus, the output of logistical performance is customer service. Logistical competence is a tangible way to attract customers who place a premium on time and place-related performance.Thus the discussion on the objectives, logistics interface with marketing and the system elements brings out the depth of the scope of logistics in the efficient functioning of any business entity. The key to excellent logi stics is to achieve integration of both internal and external operations. Such integration requires clear identification concerning the role that logistical competency is expected to play in overall enterprise strategy. Key Factors Involved in efficient and effective and effective logistics system are i. Shippers (users of logistics) i. Suppliers (of logistics services) iii. Carrier (rail, road, sea, water, pipeline) iv. Warehouse Providers v. Freight forwarders vi. Terminal operators (port, stevedores, etc vii. Government (regulator of logistics) Trade-Off Analysis Trade-off analysis is a family of methods by which respondents' utilities for various product features (usually including price) are measured. In some cases, the utilities are measured indirectly. In this case, respondents are asked to consider alternatives and state a likelihood of purchase or preference for each alternative.As the respondent continues to make choices, a pattern begins to emerge which, through complex m ultiple regression (and other) techniques, can be broken down and analyzed as to the individual features that contribute most to the purchase likelihood or preference. The importance or influence contributed by the component parts. i. e. , product features, are measured in relative units called â€Å"utils† or â€Å"utility weights. † In other cases, respondents are asked to tell the interviewer directly how important various product features are to them. For example, they might be asked to rate on a cale of 1 to 100 various product features, where 1 means not at all important to their purchase decision and 100 means extremely important to their purchase decision. Trade-off analyses produce several types of information. First, they tell us what features (and levels of features) are most valued by customers. Second, they allow us to model how likely people will be to purchase various configurations of products, the share of revenue these products will most likely receiv e and what role price plays in the assessment of acceptability. There are four main types of trade-off i.Conjoint ii. Discrete Choice iii. Self-explicated iv. Hybrid One additional model, the MACROModel ©2, will be discussed which does not fall into any of the above four categories. We will discuss each of these trade-off types after reviewing a few basic concepts. Experimental Design, A critical issue in most trade-off methods is the selection of product attributes to be combined together to create each product configuration to be tested. If every possible combination of attributes were included in the study, the study would be said to be using a complete or full factorial design.This is desirable but very seldom practical. For example, if we had 6 attributes with 3 levels each, the total number of possible combinations would be 36 or 729. This is much too large to ask one respondent to rate (and 6 attributes with 3 levels each is untypical modest). When a fractional factorial de sign is used, only a fraction of the total possible number of product combinations needs to be tested, For the above example, a fractional factorial design could be generated (usually with the help of a computer) that would require perhaps as few as 14 product configurations to be rated.It must be kept in mind, however, that whenever a fractional factorial design is used, some information will be lost. It is the job of the researcher creating the experimental design to ensure that the information being sacrificed (usually higher order interaction effects) does not compromise the project's ability to answer the research objectives. Bridging Occasionally, even with the most efficient fractional factorial design, we still end up with more products than can be practically accommodated.One possible solution to that problem is bridging3. Bridging allows the attributes to be divided into two or more sets (with some attributes common to all sets). Each set of attributes is treated like its own trade-off study. A fractional factorial design is created for each set of attributes. Respondents are asked to rate or rank two smaller sets of products rather than one large set. The utilities are calculated for each trade-off exercise independently and bridged together to create one final set of utilities.Cognitive and Non-cognitive Behavior Critical to the selection of an appropriate trade-off technique is the issue of which type of behavior, cognitive or non-cognitive, best represents the behavior being measured. Cognitive behavior is behavior that is based on rational, conscious decision-making. Such factors as price, functionality or durability are typically cognitive. Non-cognitive behavior is behavior that is based on less tangible or even less conscious factors such as status, aspiration, insecurity, perceived taste, etc.One might argue that the selection of a life insurance policy, a computer or a water heater are all cognitive decisions and that the selection of a bee r, a skin cream or a pair of pants are all non-cognitive. One might also argue that all decisions made by humans are non-cognitive. However, trade-off techniques that employ direct questions (self-explicated and hybrid) all assume that the behavior being modeled is cognitive, because at least some of the product features are being rated in a way that requires both awareness and honesty from the respondent.That is, the respondent must be aware of the degree to which a product feature affects his or her purchase decision and also be willing to admit to that degree of affect. Additionally, any data collection methods that rely on verbal or written descriptions of product features all assume that the behavior being modeled is cognitive, because the process of understanding a verbal or written description is itself a cognitive behavior. Non-cognitive trade-off models should be based on an indirect trade-off technique (conjoint or discrete choice) and data collection that relies on experi ence rather than language to communicate the product choices.For example, if you are modeling the pant selection process, show respondents a variety of pants that they can see and touch. A consumer may respond to the phrase â€Å"light blue pants† very differently than he or she would to a particular pair of light blue pants. The Four Main Types of Trade-Off Conjoint Conjoint analysis is the original trade-off approach and uses linear models. There is metric conjoint, where respondents monadic ally rate various product configurations, and non-metric conjoint, where respondents rank a set of product configurations.There are also full-profile conjoint, partial-profile conjoint and pair wise conjoint. Full-profile conjoint uses all product features in every product configuration. Partial profile conjoint uses a smaller subset of available product features in the product configurations. Pair wise conjoint requires the respondent to rate their preference for one product over anoth er in a paired comparison. We will only discuss conjoint methods in general in this paper. Conjoint models are simply regression models which are constructed for each individual respondent.Typically, each respondent rates or ranks 20 to 30 product configurations. Each product configuration contains different levels of the product attributes being tested. If the product levels are varied appropriately (the role of experimental design), a regression model can be estimated for each individual, using the product ratings as cases. The coefficients from the model are the utilities or utils. A conjoint approach should be used if a limited number of attributes needs to be tested and utilities need to be estimated for individual respondents, e. g. conjoint-based segmentation. Discrete Choice Discrete choice differs from conjoint in that respondents are shown a set of products from which they pick the one they most want to buy or none if they are not interested in any of the choices shown (ra ther than rate or rank choices). Respondents are shown several sets of choices sequentially. For each choice set, they are asked to pick one or none. This is in contrast to most forms of conjoint where respondents are not allowed to choose none of the product options (MACRO incorporates no-buy choices into its conjoint models).The discrete choice procedure has the advantage of being more like the actual purchase decision process than does any of the data collection methods used in most Conjoint studies. . Also, in conjoint methods, the mathematical models constructed to simulate market behavior are based on linear regression models. In discrete choice, the basis is the multinomial logit model4, which is non-linear. Another analytical difference is that, in conjoint procedures, the utility weights are estimated for each respondent individually. These weights can often provide the basis for a very powerful customer segmentation.Most commercially available forms of discrete choice do n ot allow this option, although this may be rapidly changing. Further, because discrete choice models are generally estimated at the aggregate level, there exists the possibility that respondents will have strong but opposite preferences to one another. These preferences will effectively cancel each other out when the model is constructed at the aggregate level, yielding the incorrect conclusion that respondents had no strong preference. This is sometimes referred to as the heterogeneity problem.There are two basic forms of discrete choice: classic and exploding data5. Classic discrete choice involves showing a respondent a series of sets of products (as described above). In exploding data discrete choice, respondents are asked to rank order a set of products based on purchase interest (similar to non-metric conjoint). This rank-ordered data set can be transformed into a format suitable for logic model estimation. Exploding data discrete choice has the advantage of more efficient dat a collection over classic discrete choice. The exploding data approach creates many times ore data points (or cases) than the classic approach with the same interview length. Discrete choice should be used if the primary objective of the study is to estimate market share or price sensitivity, a limited number of attributes need to be tested and the sample population is known to be homogeneous with respect to all product attributes. Self-Explicated Conjoint and discrete choice both determines respondent’s utilities indirectly. Self-explicated determines respondents' utilities directly. With self-explicated scales, respondents are asked directly how important all levels of all attributes are to their purchase interest.Despite its conceptual simplicity, self-explicated models have been shown to be comparable to conjoint models. Self-explicated conjoint analysis requires respondents to reveal their utilities directly. Accordingly, standard questionnaire methods can be used to col lect the information. The technique involves the following steps: i. Respondent are informed about all the attributes and their levels, and the respondents are then asked to identify attribute levels that are totally unacceptable to them ii.From among the acceptable levels of the attributes, respondents are asked to indicate which are the most preferred and least preferred levels of each attribute iii. Using the respondents' most important attribute as an anchor, elicit importance ratings for the other attributes (on a 0 – 100 scale) iv. For each attribute, rate the desirability of the different acceptable levels with the attribute v. Utilities for acceptable attribute levels are obtained by multiplying the importance rating and the desirability ratings.The utilities are then entered into a choice simulator program, and choice information similar to other conjoint programs can be obtained. Self-explicated approaches are useful when there are a large number of attributes and t he decision process being modeled is cognitive. Hybrid Hybrid models are models that use a combination of the above techniques. The most famous hybrid model is ACA, Adaptive Conjoint Analysis. Adaptive Conjoint Analysis, in this procedure, a computer program prompts the interviewer with questions. The procedure is as follows:Respondents are first walked through a battery of feature-importance ratings and rankings; second, through a series of pair wise trade-offs of different product configurations. The product configurations shown to any one respondent may not include all of the attributes being tested. The configurations to be paired are based on the answers to the importance questions and rankings asked in the beginning of the interview. Items that are considered of little importance show up in the comparisons less often. Items that are considered of greater importance show up in the comparisons more often.For each pair of products being tested, the respondent is to indicate which product they prefer and the degree to which they prefer it. The software continues prompting with pair wise comparisons of product configurations until enough data has been collected to estimate conjoint utilities for each level of each feature. Since the procedure is adaptive, only a fraction of the total number of possible product combinations is tested. ACA is an approach that is appropriate for building preference models of cognitive behavior with large numbers of attributes.It may not be as useful when price sensitivity, non-cognitive purchase decisions or interaction terms are to be modeled. Cake Method and Logit-Cake Method Other hybrid models include the Cake Method ©8 and the Logit-Cake Method ©9. Both of these models have been developed by MACRO Consulting and were designed to overcome weaknesses in other models. Cake Method The Cake Method © is a unique, proprietary approach to conjoint analysis which offers several advantages over other conjoint methods: A large n umber of product features (50 or more) can be included in the model First rder interactions can be estimated at both the disaggregate and aggregate levels There is complete control over the experimental design, in a full-profile format Since product combinations are specified, via traditional experimental design, before the interview takes place, physical exhibits can be easily incorporated into the interview The approach involves a specific data collection procedure as well as a unique analytic protocol. The basic outline of the approach is to: i.Collect self-explicated scales on most of the product attributes tested ii. Conduct a full-profile conjoint exercise with a limited number of product attributes, some of which are common to the self-explication exercise iii. Estimate conjoint utilities for each respondent iv. Bridge self-explicated scales to utility weights The Cake Method should be used when there are a large number of attributes, utilities need to be estimated for indivi duals, interaction terms need to be measured and the purchase decision is at least partially cognitive.Logit-Cake Method The Logit-Cake Method is a unique, proprietary approach to choice-based trade-off analysis which offers several advantages over other conjoint methods: i. A large number of product features (50 or more) can be included in the model ii. The heterogeneity problem long associated with aggregate logit models is avoided iii. The traditional advantages of logit models over conjoint models are maintained iv. First order interactions can be estimated v.There is complete control over the experimental design, in a full-profile format Since product combinations are specified, via traditional experimental design, before the interview takes place, physical exhibits can be easily incorporated into the interview, The approach involves a specific data collection procedure as well as a unique analytic protocol. The basic outline of the approach is to: i. Collect self-explicated sc ales on all product attributes tested ii. Conduct a full-profile choice-based exercise with a subset of product attributes iii. Segment the sample based on self-explicated scales iv.Estimate logit models for each respondent cluster v. Bridge self-explicated scales to logit-based utility weights The Logit-Cake Method © should be used when there are a large number of attributes, market share and price need to be estimated, interaction terms need to be measured and the purchase decision is at least partially cognitive. MACRO Model One other model will be discussed in this paper. It does not fall into any of the four main types of trade-off models. In fact, it is not strictly speaking a trade-off model because it does not estimate utilities for any product attributes.The MACRO Model was developed by MACRO Consulting to address a specific research methods need that frequently occurs in new product development and packaging. The MACRO Model is a unique approach to new product screening which offers several advantages over other methods: i. A large number of concepts or packages (50 or more) can be screened at one time ii. Price sensitivity can be calculated for every new product concept screened iii. Price/volume can be individually optimized for every product concept tested iv.New product concepts can be screened and/or completely rank ordered on consumer appeal, market share, unit volume, gross dollar volume or gross profits. The approach involves a specific data collection procedure as well as a unique analytic protocol. The basic outline of the approach is to Sort a stack of new product concepts cards (all new product concepts, each at three price points) into two piles: would definitely buy and would not buy. Note: Stack would contain several existing products as reference have them rank order the would buy pile on a continuum from most want to buy to least want to buy.If the number of items to be sorted is too large for one sorting exercise, the task can be broken down into several smaller exercises, with two or three items common across sorting tasks. After the data are collected for all respondents for the various sorting exercises, a bridging technique can be used to incorporate the data from the separate exercises into one rank ordering of all of the items used in the study. Once the data are combined into one rank order data set for each respondent, the MACRO Model © (a first choice share of preference model) can be constructed.The MACRO Model © should be used when the product is too complex to decompose into attributes, e. g. , packaging graphics, when a large number of highly different products are to be included, e. g. , new product screening, when price sensitivity needs to be measured and when products will be screened based on their revenue potential. Conclusion There are a variety of approaches to trade-off analysis, each with its advantages and disadvantages. Which trade off procedure is best is dependent on the issues and constraints of each marketing problem.The marketing problem should be discussed with a researcher who is knowledgeable in all appropriate methodologies before a research approach is selected. Thus trade-off are necessary. The aspects of trade-off analysis are i. Within One logistics Elements, Trade-off that occurs within a single element ii. Between logistics Element, Trade-off that are possible by considering the impact of one on the other iii. Interface between companies functions, these trade-off are brought about through impact on production. iv. Between the Company & other organizations, These trade-off benefit all concerned organizations.Forms of logistics management. Centralized logistics management Centralized logistics management provides that managers that also head other divisions of the company head the logistics operations. This type of management helps avoid internal problems by having a central manager that ultimately decides how logistics and operations are coor dinated. Decentralized logistics management Decentralized logistics management is based on the fact that a company needs to have a division that helps control the local-adaptation needs. Dealing with different cultures requires input from the local branch.The managers that deal with the cultural differences on a daily basis normally know what works and what don’t. Outsourcing Outsourcing is the final option for logistics management. When this happens, transportation firms concentrate on logistics, and the company can concentrate on it's production. There are many cost savings using this type of program, however that lack of control can negatively effect many companies. International logistics requires many different options and requirements to be met in order for a company to operate internationally.It's like a big puzzle that must be put together, in order for all the goals to be met. As described above, there are many options to consider, and sometimes what appears to be an option really isn't. It is not difficult to hit a road block, and you must start over with a new plan. Once the logistics plan is in place, you must constantly look for improvements in order to maximize profits and goals. Source for trade off analysis An edited version of this article was published in the February, 1998 issue of Quirk’s Marketing Research Review. i. P.Richard McCullough, MACROModel ©-A Price Sensitivity and Volumetric Approach to New Product Concept Screening, Mountain View, CA, 1995. A MACRO white paper ii. Pierre Francois, Douglas L. MacLachlan and Anja Jacobs, Bridging Designs for Conjoint Analysis: The Issue of Attribute Importance, Leuven, Belgium, 1991-2. An unpublished paper iii. R. Duncan Luce, Individual Choice Behavior: A Theoretical Analysis, New York: John Wiley, 1959 Richard R. Batsell and Abba M. Krieger, Least-Squares Parameter Estimation For Luce-Based Choice Models, June, 1979. iv. Randall G.Chapman and Richard Staelin, Exploiting Rank Ord ered Choice Set Data Within the Stochastic Utility Model, Journal of Marketing Research, August, 1982. v. V. Srinivasan, A Conjunctive-Compensatory Approach To The Self-Explication of Multiattributed Preferences, Decision Sciences, 1988, vol. 19. vi. ACA is a product of Sawtooth Software, Inc. , Sequim, WA. Sawtooth Software offers a broad range of trade-off software products. vii. P. Richard McCullough, The Cake Method ©-A Proprietary Hybrid Conjoint Approach to Trade-off, Mountain View, CA, 1997. A MACRO white paper. viii. P.Richard McCullough, The Logit-Cake Method ©-A Proprietary Hybrid Choice-Based Approach to Trade-off, Mountain View, CA, 1997. A MACRO white paper. Questions for self-analyzation: Q1 What is the relation between Marketing and Logistics? Quote a Suitable example to prove the relationship. Q2 What are the subsystems of Logistics Management? Expain the importance of about each system with respect to the importance in business? Q3 What do you understand by Trad e-Off Analysis. Explain the various techniques used to do the same. Also explain the importance of trade-off analysis. CHAPTER-3International Logistics Introduction For the international firm, customer locations and sourcing opportunities are widely dispersed. The firm can attain a strategically advantageous position only if it is able to successfully manage complex networks, consisting of its vendors, suppliers, other third parties, and its customers. Logistics costs comprise between 10% and 30% of the total landed costs of an international order. Thus, international logistics is a competitive tool. Effective international logistics and supply-chain management can produce higher earnings and greater corporate efficiency.Definition