Ethics of Compliance Southwest Essay Example for Free

Ethics of Compliance southwestward EssayThe purpose of this paper is to present, discuss, and examine the topic of ethical and kindly responsibility. It will discuss southwestern United States Airlines failure to comply with the Federal Aviation Administrations rules on inspecting aircraft and what violations occurred. On March 6, 2008, Federal Aviation Administration (FAA) inspectors submitted documents to the United States Congress, alleging that southwesterly allowed 117 of its aircraft to fly carrying passengers despite the fact that the planes were not airworthy according to air goloshty investigators.In some trips, the planes were allowed to fly for up to 30 months by and by the revaluation deadlines had passed, rendering them unfit to fly. Records indicate that thousands of passengers were flown on aircraft deemed unsafe by federal standards. Clearly, this is an issue tied to social responsibility and ethics at the highest level, ignoring the safety inspections f ound states lives in jeopardy. This situation actually began in 1988, when an Aloha Airlines Boeing 737 suffered an accident that killed a flight attendant.The top of the planes fuselage tore off, opening up a large office of the planes roof, killing the flight attendant. The accident occurred because of cracks in the planes fuselage. Since then, the FAA has required regular inspections of 737 fuselages to ensure an accident uniform this does not occur over again. In 2007, two FAA inspectors began to question funding and inspections at southwest Airlines. They had reason to be business concerned, because they felt their concerns were being do by, and their supervisor was not investigating their complaints.FAA inspectors Bobby Boutris and Douglas Peters testified before Congress about their experiences, and asked for whistleblower status, meaning they could not be fired from their jobs because of their testimony. Boutris was the first to question records kept by south-west about airplane inspections. In 2003, he was in charge of inspecting engines for the 737, and he could formalise the Southwests reports. He told an NPR Radio reporter, I had found a lot of inconsistencies with the records, Boutris says. They were different from aircraft to aircraft it was very hard to determine compliance (Goodwyn, 2008). He notes that he complained to his supervisor, Douglas Gawadzinski, but he ignored Boutris complaints. In 2006, Boutris took over safety responsibility for the entire 737-700 series aircraft, and when he reviewed Southwest, he found the same recordkeeping problems he had uncovered in 2003. He notified his supervisor and wanted to send a letter of investigation, again his supervisor Gawadzinski refused to acknowledge his concerns.Boutris believes it is because Gawadzinski had a close friendship with Paul Comeau, a former FAA employee who went to work for Southwest as their manager for regulatory compliance. Anything to do with Southwest and the FAA w ent through these two men, and Boutris believes they routinely covered up inspection irregularities or lack of inspections. Boutris continued to complain, and Southwest asked for him to be removed from their inspections. Reporter Goodwyn continues, At first, Gawadzinski refused to remove Boutris.But it wasnt long before the supervisory alimentation inspector told Boutris he was out and that his career was in jeopardy because there had been undisclosed complaints from anonymous Southwest officials (Goodwyn, 2008). At this point, Douglas Peters, another FAA inspector, were brought in to review Boutris investigation into Southwests compliance. Goodwyn notes, The more(prenominal) he looked into the matter, the more he concur with Boutris that the flying public was in danger. Peters says the situation defied logic. That something so critical would be not addressed I cant explain it.Its a mystery (Goodwyn, 2008). People from Southwest began to contact Gawadzinski directly, instead of going through Peters. Another reporter states, The whistle-blowers complained repeatedly in memos written in 2007 that their concerns about Southwest were not being interpreted seriously. The underlying safety concern the air lane was unable to keep up with mandatory inspections had been raised as early as 2003, 1 charged (Levin, 2008). Finally, in March 2007, Southwest admitted to flying 47 737s without completing the problem fuselage inspections, which triggered a Congressional investigation.Even more disturbing, the airline continued to fly the planes counterbalance after disclosing they had not been inspected it took almost a week to ground the planes. The two men testified before Congress in April 2008, and the FAA fined Southwest $10. 2 million for the blunders. Reporter Levin continues, dwell month, nearly a year after the initial problems were discovered, the FAA levied a $10. 2 million fine against Southwest. The vast majority of the fine was imposed because Southwe st had apprised that it stopped flying the planes as soon as it learned of the missed inspections, FAA officials said (Levin, 2008).These are the basic facts and timeline of the case. The major overriding issue in this case is that the FAA and Southwest conspired to cover up inspection information, and they did so at passengers and crewmembers expense. The inspections were mandated because the FAA knew this particular plane had critical safety issues. By not inspecting planes and allowing them to continue flying, they were putting everyone on those planes in jeopardy, and they knew it. That is perhaps the biggest ethical concern of this case, that the high society knew they had not completed checks, but continued to fly the planes anyway.One of the whistleblowers was told they did not ground the planes because it would disrupt Southwests dish and flight schedule (Goodwyn, 2008). Every airline has a social responsibility to keep their passengers and crews as safe as possible. Flyi ng is a relatively safe form of travel, however accidents do occur. Maintaining high livelihood and safety standards is simply the right thing to do in the transportation industry it is the ethical, moral, and socially responsible for(p) for(p) choice. For an airline to lower those standards, especially because of worries about disruption of service, is simply incomprehensible.For example, the entire airline would be in jeopardy if one of the planes had crashed, and it was found to fork out been because of a crack that was not detected because of a missed inspection. Indeed, inspections on the aircraft did turn up cracks in some of the planes in question, cracks that had to be repaired before the airplanes took flight again (Wilber, 2008). Thus, Southwest put people in danger, and that is a major ethical violation that has not thoroughly been addressed in the media or by the airline itself.In addition, the FAA was compliant in this ethical transgression, because they allowed it to happen, calling into question the integrity of the organization that is supposed to be primarily concerned with airline safety and guardianship. If the place doing the oversight is questionable, it brings the entire system into question. This issue should be studied further because it raises so many moral and ethical questions, and it should be studied because it appears, since there seem to be no lasting ramifications for the FAA, that it could happen again, which is even more disturbing.The stakeholders in this case are the people who fly on Southwest Airlines. Southwest disgraced their constitution by letting down their stakeholders, and that is extremely disturbing. They put passenger safety in jeopardy over worries about income and disrupted flights, when their first concern should take a leak been safety and only safety. This calls into question the entire integrity of the company. This is more than just the classical interpretation of right and wrong, it is a moral dilemma that should assimilate had an extremely simple closure.Ground the planes, inspect them as quickly as possible, and get them back in the air. The fact that there was any other solution seen to the problem indicates just how unethical and morally irresponsible Southwest was, and the stakeholders should demand compensation for the threat this decision made to their safety. Southwest simply got lucky that one of the affected planes did not develop more serious issues, and the $10. 2 million dollar fine seems quite low in retrospect, considering the damage that could have occurred to people and property had a plane crashed.The economic responsibility of this situation is clear Southwest had to pay a large fine and ground the planes, losing revenue anyway. Their reputation suffered, although it did not seem to declare a dent in their passenger. Most people did not even seem to care that Southwest had endangered them and only a few spoke out in blogs or in other areas when the n ews broke. Southwest has a serious responsibility to keep its passengers and crews safe, and they muddled the trust of at least some people because of their callous disregard for safety.That is a huge moral responsibility, and Southwest has never really acknowledged their failure, which is an even larger ethical concern, it seems. In a statement before Congress, Southwest CEO Gary Kelly said, Our compliance with certain specific Federal Aviation Administration (FAA) airworthiness directives has been called into question. We have committed to a thorough review and to make any changes necessary to ensure that we are in full compliance with FAA airworthiness directives and our own maintenance programs, policies, and procedures (Kelly, 2008).However, in previous testimony before Congress, Kelly and Southwest Executive Chairman Herb Kelleher both maintained that Southwest did comply with all FAA requirements, and the safety of passengers was never in question (Kelly, 2008). Thus, South west maintains they complied with all FAA regulations and did inspect the aircraft, only under a different maintenance directive than the one the two whistleblowers charged had not been done. It seems like a technicality, and that Southwest is not taking true moral or ethical responsibility for the incidents.They also stated that they did not think they would be fined for the maintenance issues, and it seems as if in their testimony, they were attempting to lay groundwork to fight a fine. However, they did eventually back down and stop contesting the fine, probably because they felt they looked bad enough already. more or less recommendations for this case have already been completed. The FAA inspector, Gawadzinski, was transferred to another division, without contact with Southwest.Southwest placed several maintenance and safety personnel on leave, and developed new maintenance and safety guidelines. The two top executives maintain they did not know about the 2007 maintenance char ges until March 2008, and as soon as they learned of them, they implemented stronger maintenance and communication directives so they would be notified and aware of any problems. These would have been at least some of the recommendations made in this case.Another would be for Southwest to bear up under a major campaign to gain back the publics trust, as many people would seem to have trust issues in flying on Southwest planes. This would include a media campaign that would address trust issues, and perhaps even a campaign including top executives flying on their own planes. This would not be too costly or difficult to administer, and it would let people know that the company is actually sorry about its actions and is going to be more responsible in the future.It also seems as if the company should apologize to their stakeholders and their crewmembers, not in front of Congress, but in front of them, and with humility. Frankly, their testimony and apology to Congress sounded defendi ng and insincere, and a true measure of humility might be to offer anyone who flew on those planes some type of compensation or personal apology to make the situation even a little bit more palatable. Of course, that would entail a large expense, but it would make their intentions a bit more acceptable.Finally, they have to be open and above board with their maintenance issues and they have to make quite certain there is nothing questionable about any of their practices. Their maintenance and safety department must be impeccable, and it must always be open to scrutiny not only by the FAA, but by the public, as well. They owe that, at the very least, to the people that choose to fly on Southwest Airlines. In conclusion, this case indicates how deeply ethical issues can affect a business. Allowing planes to fly uninspected is a terrible disservice to the passengers and crews of this airline.It indicates a deep-seated lack of respect for the public, the employees, and the agency create d to maintain air travel safety. It also indicates an arrogance that the company can flaunt the system and win. Southwest Airlines has deeper issues than maintenance and safety. It has to take a strong look at its ethics and principles, and alter them to create a more socially responsible organization that respects and values the people it serves. Without a change, the organization will certainly suffer more ethical violations in the future.

International Political Economy Essay Example for Free

international Political Economy EssayInternational fiscal fund (IMF) is an international musical arrangement composed currently with around 184 genus Phallus countries representing more or less all the nations in the world with an exception of a few. After the failure of Breton woods it came as a substitute of a regulatory monetary authority. The disposal oversees the global pecuniary system by implementing macro scotchs indemnity and monetary policies aimed at change the economys the constituent nations. The organization was formed with an objective of stabilizing international monetary lay outs and enhancing economic burstment among the division states. Similarly International pecuniary Fund offers leveraged loans to underdeveloped countries to stimulate their economic growth and victimisation. At an extent IMF encourages in promoting expansion, and balanced growth of international trade done co-operation with other bodies like World Trade Organization and W orld Bank. The organization overly helps in maturation a multilateral system for openment of current transactions. Despite the positive attributes from the organization it has come under severe attack from many experts and organization because of some of their inefficiency of their policies and their inefficaciousness to the targeted programs.Some of the policies used by the organization in trying to address the economic imbalances in developing nations chip in been ineffective as they work caused adverse effects to the member countries especially third world countries. In certain extent the organization has been used as a tool by the developed nations to propagate political interests of their masters through giving out conditional loans to poor nations and proposing for poor policy changes. The paper analyzes the roles of IMF and its policies and the effectuality of those policies.Although other policies ware used by the organization had positive results others technically c ontributed to economic underdevelopment in close poor nations. Roles of International Monetary Fund International monetary fund plays various significant roles in the global economy International monetary fund was open to help member countries rectify their economies by providing guidance and monitoring economic development in those nations. IMF is also engaged in ensuring there ar sound pecuniary policies formulated and implemented by the member states.Through extensive research and analysis the organization comes along with proposition which help in developing effective fiscal policies in bicycle-built-for-two with coarses existing policies. Sound financial policies proposed by the organization argon meant to strengthen the financial system of the global markets and member countries. An effective financial system promotes economic growth and reduction of poverty by mobilizing savings and allocating them to productive uses (World Bank, 2004, p. 72). International monetary fund provides three types of direction to member countries.That is iso symmetrical surveillance, regional surveillance, and multilateral surveillance. zygomorphous surveillance mostly involves discussions between international monetary fund, and the member country (Axel 2006, p 769-788). To begin the discussions in bilateral surveillance, IMF technocrats unremarkably visit the member nation to collect information, and hold discussions with government officials in that country so as to gather comely information about the area. isolated from government officials, IMF experts also hold discussions with other members in the country such as labor unions and officials from the private sphere of influence and civil society.This is to gain more familiarity on the economic positioning of the country, and assess opportunities and potential threats. After the mission, the IMF staff holds meeting with the authorities to inform them on the findings obtained, risks and outlook. Bilateral surveillance helps identify risks to financial stability and international monetary fund in the member country. IMF uses bilateral surveillance to provide advice to member countries on the need to adjust certain policies. Bilateral surveillance helps IMF complement multilateral surveillance. Multilateral surveillance is important as it helps IMF strengthening its surveillance efforts.It helps IMF detect systemic risks and increase awareness of the risks in member countries. It also helps identify interdependencies in the international economy. Multilateral surveillance helps IMF identify developments in the global economy. It also helps the organization evaluate financial markets, and the outlook. Moreover, multilateral surveillance helps IMF identify changes to policy, and also effects caused by policies on member countries. IMF is working hard to enhance global discussions of economic connections among countries. This is to improve international trade among the countries (Axel 20 06, p 769-788). IMF provides regional surveillance to member countries.Regional surveillance helps IMF monitor regional developments, and policies used by supra national authorities. Regional surveillance helps complement bilateral surveillance as it provides information from more than one country. Regional surveillance is important for members of currency unions. This is because policies in important areas of IMF are determined at regional level. In regional monitoring, discussions with country officials are carried out, and the report is represented sepa regularizely.Formal procedures are used to conduct surveillance and evaluation over the monetary, and exchange rate policies of European nations. International monetary fund has strengthened its policies on monitoring measures so as to help eliminate concerns like vulnerability to balance of payment. These measures help in eliminating external sustainability and currency crisis in many countries and these are some of concerns that have affected many countries. IMF has developed several initiatives to help improve the say-so of bilateral trade. For example, the organization has established external vulnerability assessment.It has also developed initiatives to strengthen surveillance in the financial sector. The initiatives used to provide surveillance in the financial sector include a financial sector assessment program, and prevention of wastage of money. Other measures include prevention of terrorism financing, and assessment of offshore financial centre. IMF has also adopted other initiatives to help in improving its efforts. The organization has improved data provide to IMF, and also analyzing surveillance systems in member countries (Axel 2006, p 769-788). IMF helps in ensuring monetary policy in member countries are utilized effectively so as to prevent rising prices (Axel 2006, p 769-788).International Monetary fund intervenes in trying to stabilize the exchange rate among member states. After the c ollapse of the Breton woods the main aim was to regulate the exchange rate of nations in order to avoid financial and economic imbalances IMF in this instance developed policies meant to help stabilize the exchange rate between countries. Mostly the organization favors a floating exchange rate and constant evaluates monitors and give recommendation on the appropriate exchange rate policies.At the same time IMF tries to develop monetary and exchange rate policy proposals in line with the individual countries policies. Exchange rate is critical in determination of a countrys monetary and trade policies. Monetary policy is used by monetary authorities to determine and regulate the circulation of money in the economy thus straightaway influencing the financial and economic measures to be taken. Determination of interest rates comes from the monetary policies decision taken. Adjustment of the interest rates either by lowering or increasing influence the pattern of the economic growth.Lo wer interest rates tend to stimulate economic growth and development. In this case monetary policy helps in enhancing economic growth, and stability in a country. IMF gives advices to countries on how to use monetary policy appropriately. Monetary policy is also used to prevent inflation in a country by raising interest rates. Monetary policy is important to member countries as it helps in improving economic status of the countries, and also enhancing development in the country. Countries with pegged exchange rates tend to unfairly compete with others in trade. A nonher role of International Monetary Fund is supply of loans to member countries.The organization provides loans to member countries experiencing balance of payment problems and economic difficulties. The loans provided by IMF are important to member countries as they help countries improve their international reserves, and pay for import (Axel 2006, p 769-788). The fund also helps countries stabilize currencies, and impr ove economic situations in the country so as to enhance economic growth in the country by adjusting policies to correct underlying problems.Funds provided by IMF help member countries improve national policies in the countries so as to eliminate problems. This is through restructuring of existing policies or creating new policies. IMF does not provide loans for specific projects in member countries. Member countries are encouraged to borrow from IMF if they have no enough funds to finance projects so as to meet their international payments. That is if the country cannot find enough financing to meet its net international payments and maintaining international buffer.IMF provides loans to member countries having financial problems so as to correct policies in the country, and carry out reforms. Countries are encouraged to use funds from IMF to adjust economic policies in the country so as to beat economic crisis. This is important as it helps countries correct their financial balanc e, and improve conditions in the country. The funds enable countries to continue paying for imports, improve their international reserves and stabilize currencies. A member country has to follow the right lending process provided by IMF so as to get loans.IMF loans are provided under an agreement between the country, and IMF. The country provides enough reasons as to why it needs the money, and then economic program is established after the agreement. The program is established by country and IMF and presented to the right people. After the arrangement is approved then, IMF releases the funds in installments as the country continues to implement the program (Axel 2006, p 769-788). International monetary fund has established facilities that are customized to address specific situations of its member countries.Developing countries use different facilities from developed countries to access IMF loans. Low income countries use extended reference facility, and other facilities to borrow loans from IMF. These facilities allow countries to borrow on concession terms. Countries can access non- concessional loans via stand by arrangements, and other facilities that offer such loans. The organization provides indispensability assistance to member countries to help them recover from natural disasters and conflicts (Axel 2006, p 769-788). Effectiveness of IMF PoliciesIMF uses various policies to help member countries improve their situations in the country, enhance economic growth, and financial stability. The policies include structural adjustment policies, financial crisis policies, and poverty reduction policies. Most people have criticized IMF policies for their ineffectiveness. This is because the policies implemented by International monetary organization have worsened economic conditions in member countries rather than improving the prevailing situations. The main role of IMF is to improve economic and financial stability in member countries using the policies na med above.So far the IMF policies have not helped eliminate economic crisis in many countries and instead it has been contrary to expectations. The policies have affected developing countries more than developed countries as these countries depend on funds and advice from IMF to improve their economic status. (Robert and Jong-Wha 2002, p 1245-1269). Structural adjustment Policy is a shift of policies implemented by member nations mostly poor nations towards those guided and advised by IMF for purposes of qualifying to get financial and economic assistance.Structural adjustment policies have been criticized by scholars and experts as they have been seen as instruments of accelerating poverty and underdevelopment. Political shifts and governance reforms are always expected from the member nations expecting to benefit from the IMF. Most often the policies are in line with the system of governance of the developed nations (custodians of the IMF) which are deemed to be effective and effi cient. Free trade and market liberalization is always encouraged by the IMF.Structural policies force countries to slash government spending and encourage privatization which also open up countries to exploitation by foreign investors. Structural adjustment policies have increased the level of poverty in many countries by causing many workers to loose jobs and reduction in income for workers due to free markets as most enterprises are sold to foreign investors who implement effective measures. The policies have given debt payment and economic development priority compared to education and health services.IMF has encouraged developing countries to lower living conditions of their citizens. This has affected provision of services in developing countries much. The policies have lead to shortage of the work force in developing countries as most companies, and health centers cannot afford to hire enough personnel (Ngaire 2002, p 83-100). IMF lending policies are condemned because of the conditionality associated with the policy. IMF forces member countries to adjust economic policies so as to overcome problems that led the countries to borrow funds from IMF.The international monetary lending policies are used to provide loans to member countries. The funds help member countries improve their economic status. International monetary lending policies do not serve member countries well. The policies are not flexible, and countries do not get enough money. The conditionality help IMF fill out if the country is able to repay the loan given. Developing countries do not get enough loans to finance projects in the country. Shortage of funds in developing countries hinders economic growth and increases poverty.The policy force developing countries cut their spending so as to have enough funds for development projects. The policies are not flexible enough to help developing countries get enough funds. In addition, the funds provided by international monetary fund are not eno ugh to help countries eliminate problems. This prevents control of disasters and crisis in the country (Bird and Rowlands 2002, p 173-186). Conclusion The roles of IMF are very significant and critical in ensuring the stability and economic development of not only the member nations but the entire world in general.However Economic policies implemented by International monetary are not effective as they cause stifle economic growth. The economic policies are made to help developing countries improve economic growth, but they encourage economic stagnation. This is because developing countries cut spending in other sectors to get enough funds. Member countries have to cut spending on health sector, the education sector so as to get funds to adjust economic policies in the country. IMF encourages member countries to follow conditions established be fore accessing loans.The member countries are call for to adjust policies in the country to overcome problems that have caused economic cri sis in the country. This forces countries to concentrate on adjusting economic policies, but not development projects in those countries. This affects provision of crucial services in health care sectors and education. They also lead to lack of employment in developing countries. This leads to poor economic growth in developing countries (Axel 2004, p 445-464).

Hp External Analysis Essay Example for Free

Hp External Analysis EssayHewlett Packard External Environment Analysis Hewlett Packard External Environment Analysis In todays constantly evolving business world, it is essential for organizations to fully master and incorporate strategic management theory into decision making servees. As the worlds gargantuanst engineering club, HP brings to put upher a portfolio that spans printing, personal computing, software, services, and IT infrastructure to solve customer problems (Hewlett Packard, 2010). HP is wellhead positioned to outperform the market. The strength of HPs portfolio is leaner toll structure and accelerating market momentum that gives the confidence to raise the full year outlook (Hurd, 2010). virtuoso of the most principal(prenominal) aspects of Hewlett Packards strategy building is an digest of the away business purlieu that they operate in.As pointed out in the text Strategic Management. Concepts and Cases Competitiveness and Globalization, The firms under standing of the external milieu is matched with knowledge about its internal purlieu to form its vision, to develop its mission, and to identify and implement actions that result in strategic competitiveness and above-average returns. (Hitt, Ireland, and Hoskisson, 2009) In this paper, there entrust be an analysis of Hewlett Packards external business environment and its impact on the firms strategic business continuity plan, including examination of the ternary components of the external environment, the usual environment, the industry environment, and the competitor environment. External Environmental Analysis Before analyzing Hewlett Packards external influences, it is important to highlight the specific processes in an external environmental analysis.This analysis is performed so that firms can correctly identify potential opportunities and threats in their external environment, and involves continually scanning, supervise, forecasting, and assessing segments of the usual environment. Scanning is the process of studying distributively segment of the general environment to identify upcoming or ongoing changes that can impact the firm. Monitoring refers to observing the changes identified in the scanning process to determine if a particular trend can be singled out which would have significant consequences for the firm.Trend identification is an important aspect of monitoring, as well as recognizing the trends effect on the firms stakeholders. Forecasting takes the changes and trends that scanning and monitoring produced, and attempts to formulate useful predictions based on those changes and trends. One important factor in forecasting is identifying the time frame and rate of change for trends, so that the firm does not miss an fortune or get caught off guard by a threat. The final step in external environmental analysis is assessing. The objective of assessing is to determine the timing and significance of the cause of environmental changes and t rends on the strategic management of the firm. (Hitt, Ireland, and Hoskisson, 2009) The prime focus of assessing is determining the impact of forecasted trends on strategic direction of the firm. Assessing decides if an opportunity or threat requires a change in plans, or the firm to take a new direction. General Environment The first component of the external environment is the general environment. The general environment is composed of dimensions in the broader society that influence an industry and the firms within it. (Hitt, Ireland, and Hoskisson, 2009) These dimensions of broader society are further classified into six categories. The six categories of the general environment are demographic, economic, political and legal, socio-cultural, technological, and global. A large, global firm like Hewlett-Packard will find opportunities and threats in each aspect of the general environment. The demographic folk of the general environment includes factors much(prenominal) as popul ation size, age structure, ethnic mix, income distribution, and geographic distribution.Hewlett-Packards market position as the worlds largest technology company requires careful consideration of demographic factors. Hewlett-Packards strategic continuity is impacted by this factor because it must identify markets with the correct demographic to provide an opportunity to sell its computer products. Markets with an unfavorable income distribution or an older age structure may need to be avoided until more favorable conditions arise. The economic category of the general environment includes factors such as interest rates, gross domestic product, and business savings rates.Hewlett-Packards continuity strategy is impacted by economic factors in a similar fashion as it is impacted by demographics. Markets located in a strong economy represent opportunities for the firm. Additionally, developing economies may provide lower interest rates, or favorable business savings rates. Economies in decline can represent a threat to Hewlett-Packard, as high-priced computer purchases may not be a consumers focus. The political and legal category of the general environment includes factors such as antitrust laws, revenue enhancement laws, and labor laws.Hewlett-Packard can face huge opportunities and threats with changes and trends in legislation. Hewlett-Packard produces a wide range of computer products, and if it is challenged by an antitrust law, it could face a very large threat. However, favorable changes in tax law can represent just as large an opportunity for the firm to save money. The socio-cultural category of the general environment includes factors such as workforce diversity, shifts in work and career preferences, and shifts in product and service preferences.Hewlett-Packards business continuity is very concerned with monitoring and planning for preference trends in the computer technology industry. Proper assessment and integration of a new product preference ca n represent an important opportunity, while missing this preference could end up a threat. The technological category of the general environment includes factors such as product innovations, new communications technologies, and government supported research and development expenditures. Obviously this category caries great significance for a computer based firm like Hewlett-Packard. proceeds innovations can represent an opportunity for strategic continuity if Hewlett-Packard can incorporate them, a threat to strategic continuity if they cannot. New communications technologies can be utilized to assist in streamlining operations, and represent an opportunity to lower long term costs. The final category of the general environment is global. The global category includes factors such as critical global markets, new industrialized countries, and cultural and institutional attributes. Hewlett-Packard is a global firm, and changes or trends in the global markets must be aforethought(ip) f or to ensure strategic continuity.

Direct Marketing Summary

purpose Marketing SummaryDIRECT MARKETING extend marketing is a type of marketing that set sights on establishing and maintaining long term, structural, head up relationships amidst a supplier and its customers (Hoekstra and Zwart, 1993 Raaijmaakers et al., 1992). A relationship builds up by dint of regular interaction, in which ii parties respond to integrity an others actions. Direct marketing may be adopted at m whatever another(prenominal) levels in the distribution chain motherrs, wholesalers as well as retailers may choose for take in marketing (e.g. Marsh in alone and Vredenburg, 1988 Voorhees and Coppett, 1983).Developments in information technology, individualization tendencies, rising distribution costs and the increase of dual-income households extradite been known as the responsible factors for the increased trustfulness on involve marketing (Pettit, 1987).Direct marketing is escalating at two times the rate of traditional retailing methods (May, 1989). A Ti me magazine hiding story anticipated the fall of Ameri faecess responding to bear marketing solicitations to be 92 million in 1989 and the dollar amount of purchases to be $183 billion (Time, 1990). According to statistical detail Book (1993-1994), the percentage of adults spending $200 or more per year on products ordered through speak marketing rose from 16% to 21% in 1992. As a matter of fact, more money is currently spent on come in marketing programs and solicitations than on magazine or television advertising (Direct Marketing, 1994 Marketing News, 1992). Particularly, designate station embraces the third largest percentage of all advertising expenditure, increasing from 16% in 1982 to 19% in 1992 (Statistical accompaniment Book, 1993-1994). In addition, a growing number of firms argon now members of the Direct Marketing Association (DMA), including Fortune 500 firms and leading advertising agencies (Direct Marketing-Annual Survey, 1984 Statistical Fact Book, 1993-199 4).The quest media tush be utilise to communicate directly with specific individuals and/or households in order to transmit direct marketing offers and solicitations direct get off an addressed, written, commercial message that is delivered at the addressees by a postal service telephone and interactive devices like interactive TV and Internet.As a outlet of the growth of direct marketing, the use of direct media, in particular direct ring armour, increases continually (Direct Marketing Associations Statistical Factbook, 1993). The increase of the use of direct brand as well as stems from heavier reliance on the medium, both by previous users as well as by spic-and-span users.DIRECT MAILUnlike earlier years, when the direct marketing industry was subjugated by small, morn-and-pop businesses, many large firms argon now members of the direct marketing industry, including Sears, Montgomery Ward, AARP, L. L. Bean, and Lands End. This has steered an increased level of competitio n among firms in the industry. The increased level of competition, sequentially, has guide to the surplus of consumers with direct office solicitations, predominantly that of catalogues (Business Week, 1993a Miller, 1994 Schwadel, 1988 Storholm and Friedman, 1989 Tixier, 1987). Over 64 billion direct accouterments pieces finished up in consumers shipboxes in 1989 (Time, 1990).In the literature management has been primarily focused on the selection of households. In contrast, little attention has been given to the optimization of the design of the placard, although direct mail practitioners often apply the manipulation of characteristics (Hoekstraand Vriens, 1995). Two studies pull in been concerned with the elements of the direct mail package. Akaah and Korgaonkar (1988) studied the relative importance of risk relievers in a direct marketing offer. They found that direct marketers chiffonier enhance the effectiveness by offering money-back-guarantees rather than free trials/ samples, by using established producer names rather than unknown manufacturer names, and that both new and established products can be sold by means of direct marketing. James and Li (1993) studied the importance of the design characteristics of the mailing, by interviewing both consumers and managers through a direct questioning procedure asking more or less the attractiveness of a number of separate design characteristics of the mailing. However, letting respondents self-explicate the importance of the various design characteristics of a mailing may not constitute an appropriate task for the respondents, and may produce invalid results (e.g. Green and Srinivasan, 1990).Communicating with come out audiences through direct mail is an elegant alternative to total reliance upon broadcast and newspaper mass media. move information by direct mail gives an opportunity to make contact with target audience in their homes. The homecoming of direct mail fit in the potential for reaching larger target audiences competently, the low cost as compared to many other modes of communication, and perhaps most prominently, its flexibility (Murray, et al., 1988).Direct mail has many advantages over other media. For instance, direct mail can engage in precision targeting to a greater degree than other media, it offers the opportunity to individualisedize to any desired degree, and there is a large flexibility with regard to formats, timing and testing. However, the relative high cost per potential customer, compared to alternative media, requires sufficient reaction rank to ensure profitable implementation. So, it is important to develop ways to cleanse the effectiveness of direct mail campaigns. Vriens, et al. (1998) proposed a method to improve the effectiveness of direct mail by determining the optimal mailing design. They proposed two approaches, based on conjoint methodology, to determine optimal mailing characteristics efficiently. First approach presended a determ ine of the consumer response process and second discussed the mechanism to capture the consumer response process.Another approach for improving the effectiveness of direct mail concerns manipulating the characteristics of the offer and the design of the mailing (e.g. Akaah and Korgaonkar, 1988 Fraser-Robinson, 1989 Roberts and Berger, 1989 Throckmorton, 1992 Vgele, 1992). Characteristics that are essential to the design of the mailing relate to its form (size of the envelope, use of graphics etc.) and to some aspects of the contents (style of writing, use of testimonials etc.). In order to be able to manipulate the characteristics of the offer and the design characteristics of the mailing, the direct marketing manager needs to know exactly to what extent the various characteristics of the offer and the mailing influence the doingsal components of the response process.Milne et al., (1993) conceptualize direct mail as an implied social squinch in the midst of marketers and consume rs. Four attributes constitute the direct mail social incur volume, targeting, wages, and permission. An examination of public opinion polls Equifax 1990, 1991 Hume 1991 United States Postal Service 1992 and proposals to change the direct mail environment Baker 1986 DiTalamo 1991 DMA 1990 Jones 1991 Miller 1991 Westin 1990 evoke that these four attributes are critical to consumer decisions to participate in direct mail social contractsTargetingthere seems to be universal agreement that the targeting of direct mail needs to be improved, modify consumers to receive information of interest to them, but not that which they perceive to be too personal or perhaps even offensive.Volumemost consumers have strong opinions about the volume of mail they receive, and the majority of proposals influence mail quantity in some way. Volume varies more than targeting in terms of preferences. both(prenominal) bulk would like more mail, whereas others would like less United States Postal Service 1992.Permissionthe third criteria used to decide whether to enter a social contract relates to how the information provided to complete a transaction is used subsequently. For example, once an organization obtains information about consumers, that information could be considered their property to do with what they wish, including selling it to other organizations. Alternatively, the information could remain the property of the consumer, and no organization would be permitted to use it for any other purpose without the permission of the consumer. Once again, there is disagreement concerning which survival of the fittest is best.Compensationa final consideration included in the evaluation of the attributes of a direct mail contract is compensation. Some have suggested that consumers receive compensation (e.g., coupons, rebates, special offers) for providing personal information that is used for direct mail purposes DMA 1990 Westin 1990. Others have charged consumers a fee to place t hem on the mailing lists of their choice Miller 1991.Milne thrifty the trade-offs consumers make among these attributes. The results suggest consumers want improved targeting efficiency and lower mail volume, and they are not willing to pay for these improvements. These findings suggest that consumers consider several attributes in their evaluation of direct mail social contracts.Mentioning name on the envelops of direct mail solicitations yield very corroboratory results in terms of consumers response. Dignan Bahnson (1994) carried out an examine to investigate causes of influence on the effectiveness of direct mail advertising. Direct mail has exposed promise as a method for getting to target audiences that are complex to reach with other mass media advertising approaches. A randomized experiment was performed to estimate the influence of form of postage and address upon the response rate to direct mail. Results specified that there was no considerable advantage from use of fi rst menage over bulk rate postage, but the payoff was significantly larger when the envelope bore a name rather than resident or occupant.With direct mail, artistically built-up educational materials can draw the receivers attention towards the solicitation in a manner where there are less competing solicitations than in TV, radio, or newspapers. For audiences with restricted access to mass media, direct mail can be an imperative means of outreach. For example, those people with limited transportation may not come across billboards, posters, and other identical mass media, but they are more likely to obtain regular mail delivery. Additionally, unlike television and radio solicitations, educational materials, sent by direct mail, can be unbroken for future reference (Gillespie and coworkers, 1983). After all, direct mail put forward an opportunity to expand two-way communication with the target audiences because the mail can be used to encourage the recipient to act in response to the programs information as well.Gerber and Green (2000) conducted an experiment to study the effects of political campaign, telephone calls and direct mail on voter fishing gear. The experimental tradition harks back to Gosnells (1927) studies in Chicago, which assigned certain city blocks to receive nonpartisan mail reminders to register and vote. Gosnell found that semi increased by 1% in the presidential election of 1924 and 9% in the municipal election of 1925. Furthermore, the principal experiment to examine the effects of personal canvassing in conjunction with mailings that used varying types of nonpartisan appeals was conducted by Eldersveld (1956 Eldersveld and Dodge 1954) in two Ann Arbor, Michigan, municipal elections. In both cases the effects of canvassing and mail were statistically significant. Gerber launched a series of turnout experiments in which randomly selected households were exposed to mailings, telephone calls, or personal appeals before the general elec tion. The study was intentional to measure the effect of personal canvassing, telephone calls, and direct mail appeals on voter turnout. To study the impact of direct mail, an experiment was intended to measure the turnout effect of both the number of mailings received and the message conveyed. To gauge the first effect, the treatment group was divided into three subgroups and sent one, two, or three mailings, respectfulnessively. The mailings were sent out at three intervals 15 days, 13 days, and 8 days before the election. The subgroup that received two mailings was sent mail on the two dates enveloping(prenominal) to the election, and the single mailing was sent 8 days before the election. The findings indicate that personal canvassing is highly effective, much more so than the direct mail and telemarketing campaigns that have come to displace it. Personal canvassing had a far greater influence on voter participation than three pieces of professionally crafted mail delivered within two weeks of Election Day. Less effective than direct mail were calls from professional phone banks.Commercial marketers have been the most fruitful client of direct mail (Dillman, D. A., 1978). For them, response rates vary usually depending on the type of good or service promoted and the complexity of the advertisement. Response rates swan from 2-3 percent for a simple direct mail advertising of consumer products to 20 percent for mailings that put forward free products as enticement for future orders (Kanuk, L., and Berenson, C., 1975). Direct mail can be executed efficiently by using commercially prepared lists of recipients mailing addresses (Kanuk, L., and Berenson, C., 1975). Such lists are organized from service program friendship records, telephone directories, voting records, and further sources.Direct mail likewise gains importance in not-for-profit organizations. These firms define direct mail in their own perspective as Direct mail is the term used to depict the earn forwarded by philanthropic organizations in an endeavor to raise funds for support. In several respects, these letters are not dissimilar from the promotional direct mail sales letters sent out by businesses (Abelen, Redeker, and Thompson, 1993 Bhatia, 1998). Direct mail is a spacious business in the U.S., and there are a few not-for-profit organizations that do not use the direct mail advertising medium in one way or another (Torre and Bedixen, 1988). As Abelen, Redeker, and Thompson (1993) indicated, the direct mail letter is the most important instrument for communicating the good cause of a noncommercial organization to a wide range of prospective donors (p. 325). It is in this solicitation that the prospective donor has to be swayed to give money. In a small outmatch study, comparing Dutch and American direct mail letters, Abelen et al (1993) reveal that direct mail letters do follow general persuasive strategies which can differ from culture to culture.Besides th at, direct mail is considered as one of the imperative marketing tools in arousing the significance of health and dietary practices. Direct mail advertising has been used with extensive success by community-based health learning programs. The Minnesota Heart Health Program deployed a form of direct mail as a strategy to stimulate action by community residents at risk for hypertension (Murray, et al., 1988). In his study, 28.2 percent of the community residents who received a single direct mail letter recalled receiving the message encouraging them to focus attention on screening for hypertension by discussing their blood pressure with a physician. Of the 28.2 percent, 12 percent reported taking action and having their blood pressure checked. Moreover, Gillespie and coworkers (1983) conducted a investigate to study the effectiveness of using direct mail to improve dietary practices. Of 621 eligible families, 24.5 percent were enlisted for the direct mail nutrition education program. Results portrayed that those completing the program improved productive family interactions about nutrition.Race is a leading communicator cue in taking buy decisions from the medium of direct marketing. This may be primarily relevant in the case of industrial direct mail advertising where straight rebuy and modified rebuy purchasing decisions are inclined to be low rather than high involvement (Hutt and Speh 1998). In such(prenominal) instances, skirting(prenominal) cues (race) have been found to be an imperative factor in status formation and change (Petty, Caioppo and Schumann 1983).In exploring the black consumer market, it has been found that the use of black models in print media top executive determine, to a great notch, who gets the black segment of the buyer market. In the consumer direct mail advertising medium, Wilson and Biswas (1995) found that the depiction of black modals in consumer specialty catalogs was about 4 percent. Each of these studies concluded that the percentages of blacks in consumer studies trailed their representation in society. Stevenson and Swayne (1999) studied the portrayal of blacks in industrial advertising into a new medium, business-to-business direct mail, and endeavor to determine if the representation of African-Americans in this medium is consistent with that found in other print media. Results showed that the percentage of ads portraying blacks was quite nasty to the presence of blacks employed in the business world. Moreover, it was found that the qualitative portrayals employed in business-to-business direct mail differed from those found in other industrial media. Thus, it appears that business-to-business direct mail advertisers are responsive to the increasing presence of African-Americans in the buying center.On the other side, some researchers contend that very large volume of such mail is acknowledged to cause consumer annoyance (Schwadel, 1988). Also, it adds to consumer concern about invasion of priva cy (Williams, 1991). Thus, the consumers who are concerned about too much catalogue or direct mail solicitations are likely to evince ban attitudes toward direct mailing.This emergent perception regarding direct mailing results in the invasion of consumer privacy which has led to limit marketing practices. These restrictions on practices could be evaded if direct marketers segment their markets based on their consumers attitudes toward direct marketing practices. Milne Gordon (1994) form segments that measured consumers attitudes toward privacy and direct marketing. data was used from a conjoint study that evaluated 151 consumers attitudes toward diverse direct mail environment scenarios (Milne, et al., 1993). Each scenario was explained using four attributes targeting efficiency, quantity of mail received by the consumer, compensation, and permission. These attributes and levels were selected because each had been included in at least some of the proposals for restricting direct mail practices (DMA (1990), Di Talamo, Nichoias (1991), Dickson, Roger, and Hollander, Stanley (1986), Miller, Annetta (1991), Westin, Alan F. (1990)). Results of the study suggest that consumers differ in their attitudes toward direct mail, and therefore, in what they consider acceptable in terms of direct mail practices. Principally, the Demanding Middle segment is against paying for mail solicitation. In addition, the Demanding Middle segment reports a high utility for better targeted mail. The Prospective Lobbyists reported they are sent too much mail. Lastly, The New Right group was comfortable with the status quo. As the youngest of the segments, it may be the most contented with the computer age and feel that direct mail is an acceptable way of doing business. This group had the highest rating of direct mail across all three segments.The governing body of the European Community has proposed a far more restrictive direct mail environment. The proposed regulations would prohib it the use of information about consumers without their permission and require that companies notify consumers when and for what purpose this information is forwarded to another party. The regulations would provide for compensation if information about a consumer is misused. While these regulations apply to direct mail in Europe, they have implications for direct mail in the United States as well. This is because they would prohibit the transfer of data outside the European Community unless the receiving country could insure that the previously described measures would be followed (Di Talamo, Nichoias, 1991).Moreover, several researches find out the fact that potential consumer most often experience risk while purchasing through direct mail. Homer E. et al., (1970) determined whether or not consumers perceive greater risk in the act of buying by mail than in buying from a store or a salesman. For 20 products studied, consumers perceived more risk in the mail-order situation than in the store/salesman situation.ATTITUDEAttitudes are social or unfavorable dispositions toward social objects, such as people, places, and policies. Attempts to establish the validity of the attitude construct have most often sought to demonstrate positive correlations between measured attitudes and the favorable-unfavorable aspect of observed behavior toward their objects. The frequently weak correlations observed in these attempts define the predictive validity problem for attitudes (documented especially by Wicker, 1969 see also Festinger, 1964, and LaPiere, 1934). A notable accomplishment of modern research on attitudes has been the solution of this predictive validity problem. That is, conditions under which attitudes strongly correlate with behavior have now been well identified (especially by Ajzen Fishbein, 1980 Fazio, 1986, 1990b Fazio Zanna, 1981 Fishbein Ajzen, 1974 Zanna Fazio, 1982). Myers (1990) summarized these and related programs of research as showing that our attitudes predict our actions. . .if, as we act, we are aware of our attitudes (Myers, 1990, p. 40, emphasis added). Similarly, in the description of attitude-behavior relations in their new-fangled treatise on the attitude construct, Eagly and Chaiken (1993, pp. 208-211) referred to the importance of attitudes coming to mind and the perceived relevance of attitude to action.Although the modern synthesis achieved by the Fishbein-Ajzen (1974) and Fazio-Zanna (1981) research programs is now well established, it is difficult to avoid concluding that the attitude construct lost scope in the process. For those who can remember it, there might be justifiable nostalgia for an era in which Allport (1935) was able to proclaim that attitude was social psychologys most indispensable concept.The following list gives several definitions that have been influential in guiding scholarly and empirical treatments of attitudes, as indicated by their frequent citation in other works. Although the lis t may appear dated (the most recent entry is from 1962), it nevertheless remains current. Recent works (e.g., Eagly Chaiken, 1993 Fazio, 1986 McGuire, 1985 Petty Cacioppo, 1981 Zanna Rempel, 1988) continue to draw on them and remain within their boundaries.Attitude is the affect for or against a psychological object. (Thurstone, 1931, p. 261)An attitude is a mental and neural state of readiness, organized through experience, exerting a directive or dynamic influence upon the individuals response to all objects and situations with which it is related. (Allport, 1935, p. 810)Attitude is . . .an unvoiced, drive-producing response considered socially significant in the individuals society. ( doob, 1947, p. 136)An attitude is a predisposition to experience, to be motivated by, and to act toward, a class of objects in a predictable manner. (M. B. Smith, Bruner, White, 1956, p. 33)Attitudes are predispositions to respond, but are distinguished from other such states of readiness in th at they predispose toward an evaluative response. (Osgood, Suci, Tannenbaum, 1957, p. 189)An attitude is a disposition to react favorably or unfavorably to a class of objects (Sarnoff, 1960, p. 261).Attitudes are enduring systems of positive or negative evaluations, emotional feelings, and pro or con action tendencies with respect to social objects. (Krech, Crutchfield, Ballachey, 1962, p. 139)The lack of mention of consciousness in this collection of attitude definitions accurately reflects a long scholarly tradition of nonconcern with the distinction between conscious and unconscious deed of attitudes. At the same time, nothing in this scholarly tradition actively opposes either the possibility or the importance of unconscious operation of attitudes.Standing starkly in the above list as suggesting unconscious operation is Doobs (1947) definition, which labels attitude as an implicit, drive-producing response. In spite of Doobs association with a behavioristic speculation (Hul l, 1943) that had no use for conceptions of either conscious or unconscious cognition, it is clear that Doob did conceive attitude as operating unconsciously (May Doob, 1937, p. 13). Lately, Doob commented, before World War II we all were impressed by psycho compend in addition to behaviorism, suggesting that, even though it may have foregone unmentioned in many published treatments, the idea that attitudes operated unconsciously was quite acceptable in the 1940s and earlier. That conclusion is supported also by several deviation references to the possibly unconscious nature of attitudes in Allports (1935) review chapter.Recent work has established that attitudes are activated outside of conscious attention, by showing both that activation occurs more rapidly than can be mediated by conscious activity (Bargh, Chaiken, Govender, Pratto, 1992 Fazio, Sanbonmatsu, Powell, Kardes, 1986) and that activation is initiated by (subliminal) stimuli, the presence of which is unreportable ( Greenwald, Klinger, Liu, 1989). The present analysis of implicit attitudes extends work on automatic activation to explain how the attitude activated by one object can be (mis)attributed to another. An implicit attitude can be thought of as an existing attitude projected onto a novel object. The interpretation of several important existing findings as implicit attitude effects substantially expands the predictive and construct validity of social psychologys attitude construct. It also prompts the empirical search for further members of the potentially large class of implicit attitude effects. In the domain of attitude change, two recent theoretical analyses (Chaiken, 1987 Petty Cacioppo, 1986) have distinguished relatively thoughtful (central or systematic) from relatively thoughtless (peripheral or heuristic) roles of cognition in persuasion. The implicit processes conceived in the present analysis are, in part, subsumed by the notions of peripheral or heuristic processing, but also involve processes operating even further from the range of conscious thought than conceived in these analyses.Several researches on the attitude of people towards direct mail revealed that people evinced positive attitude towards direct mail. Implied social contract provides a basis for evaluating attitudes toward direct mail and temporal changes in attitudes. On the attitudinal questions a four-component solution revealed the following dimensions (1) favorability towards direct mail, (2) direct mail seen as a resource, (3) list management concerns, and (4) environmental concerns. Respondents concerned about list management and the environmental impact of direct mail. Report a somewhat favorable attitude toward direct mail on average, but do not strongly view it as a resource. (Milne Gordon, 1993)Although it is appealing to infer consumer attitudes by directly observing behavior (e.g., patronage/non-patronage of direct marketing products), it is often difficult and subjective to draw conclusions about attitudes from behavior. A consumer observed purchasing a given product might have done so to take advantage of a special deal on price rather than because he/she particularly liked the product. Moreover, the relationship between attitude and intention lends itself more readily to cross-sectional research than the relationship between attitude and future behavior. Indeed, the viability of patronage intention as a surrogate measure of future behavior is well established in the literature (Darden and Lush, 1983). Furthermore, the theory of reasoned action (as noted previously) suggests that consumer behavior is influenced by intention to engage in the given behavior. Intention, in turn, is influenced by consumer attitudes toward the stimulus (Ajzen and Fishbein, 1980). The results of the study by Bagozzi (1982) suggest that attitudes influence behavior but through intention. Additional support for this direction of linkage is provided by Bagozzi (1992) and Ko rgaonkar, Lund, and Price (1985). However, the linkage from intention to attitudes remains to be empirically established.Articulation of the norms that govern the direct mail social contract is useful in understanding why attitudes toward direct mail are changing and how they might evolve in the future. Norms have played an increasingly important role in shaping the direct mail environment and can be anticipate to do so to an even greater extent in the future. Illustrations of this are the growing percentage of customers who are aware of how information obtained through transactions is used by organizations Equifax 1991, calls for consumers to receive compensation for their information Westin 1990, and the practice of businesses charging a fee to provide certain types of offers (i.e., mail order catalogs). Because antithetical types of individuals operate using different sets of norms, they will evaluate the attributes of the direct mail environment differently. Norms guiding the behavior of the majority of individuals and those who are most vocal in their opinions regarding direct mail can be expected to guide the evolution of the direct mail environment.However, researchers strived to identify the dimensions that derive knowledge of consumers attitudes toward direct marketing and the factors that underlie their attitudes but most of them have neglected the domains that determine the attitude of people towards direct mail. The significance of such knowledge lies in the fact that attitudes influence most aspects of consumption behavior (Ajzen and Fishbein, 1980 Sheppard, Hartwick, and Warshaw, 1988). As such, knowledge of consumer attitudes and their determinants is vital to the proper identification and implementation of corrective measures. This notwithstanding, not much empirical research has been conducted on the topic- exceptions being the studies by Jolson (1970) and Lumpkin, Caballero, and Chonko (1989). Moreover, neither of the two studies focused d irectly on the determinants of consumers attitudes toward direct marketing.Ishmael R Akaah et al., (1995) explored empirically the influence of shopping orientation factors as determinants of consumers attitudes toward direct marketing and the linkage between their attitudes and intention to patronize direct marketing offerings. The study results indicate that four of the five shopping orientation factors examined significantly underlie consumers attitudes toward direct marketing, i.e., too much direct mail, like to examine product before purchase, retail people are pushy and past direct marketing experience. The results also suggest that consumers attitudes toward direct marketing significantly influence their intention to patronize direct marketing offerings but not vice versa.Fishbein and his associates attitude model have received the great amount of attention (Ajzen and Fishbein, 1980 Fishbein and Ajzen, 1975). Accordingly, the framework adopted here is Fishbeins attitude towa rds object model (Fishbein, 1963 Fishbein and Ajzen, 1967). Concerning direct marketing, Fishbeins attitude-toward object model would suggest that consumer attitudes are a persist of how positively or negatively its various attributes are evaluated. Thus, consumers overall attitudes toward direct marketing would be positive if they relate positively to direct marketing attributes and negative if vice versa (Ajze

Temperature Effect on Embryonic Development in Fish Eggs

Temperature Effect on Embryonic maturement in Fish EggsAbstractThe captive reproductive memory of Koi chicane (Cyprinus shaftio carpio) was successfully carried out at the Directorate of Coldwater system Fisheries Research, Bhimtal, India. induce replica trials conducted on the fish revealed that the fish can be naturally spawned Low temperature apply sGnRH additive and dopamine antagonist (Ovaprim). Spawning was observed eighteen hrs by and by(prenominal) the injection at low temperature (16 2oC). The fertilized eggs were adhesive and transparent with diameter ranging between 0.8mm to 1.10 mm. The pensiveness period was cxx hours and 84 hours at temperature 15-18o C (April) and 20-26oC (August) respectively The hatchlings were transparent and measured 3.45-4.75 mm, with a large oval head, a well defined egg egg yolk sac and short tail. The yolk got fully absorbed within 2-3 days and by this period mouth formation was complete and the larvae started exogenous feeding. Present count, whitethorn be useful in standardizing the ex-situ breeding protocols for Koi carp under lower temperature.IntroductionOrnamental fish is often used as a generic wine term to describe aquatic animals kept in the aquarium hobby (Livengood et al 2009). Ornamental fishes form an most-valuable commercial component of aquaculture providing for aesthetic requirements and forethought of the environment (Swain et al 2008). USA is the largest importer of ornamental fishes followed by Europe and Japan. The emerging markets are China and South Africa. Over US $ 500 million worth of ornamental fish are imported into the USA each year (Anonymous. 2006). Indias share in ornamental fish avocation is estimated to be less than1 % of the ball-shaped trade. The major part of the export trade is based on wild collection. The overall domestic trade in this field cross Rs 1000 lakh and is narrationedly growing at the rate of 20 per cent annum (NABARD).Common carp (Cyprinus carpio) is one of the most important cultured fish in the world. more(prenominal) than 2.7 million tonnes of leafy vegetable carp were produced in 2000 (FAO, 2002). Koi carp is ornamental variety of domesticated mutual carp (Cyprinus carpio) that are kept for decorative purpose in outdoor ponds or water gardens. They belong to the family Cyprinidae and the night club Cypriniformes. It is one of the most popular and favorite ornamental fishes amongst all ornamental fish species and it has spirited market value for its excellent color. The color and scale pattern of the species is highly variable. It may look interchangeable big gold fish, distinguishing for its barbels at the sides of the mouth and for its sizing (Ghosh et al 2012). They are delicate and are very peaceful towards occupants and hence well suited to aquarium. There is various colour variations in koi carp like white, black, red, yellow, blue and cream. Like all cyprinides, koi carp is also a egg layer. They produce adhe sive eggs. This species exhibits gonochorism, external impregnation with varied spawning frequencies (Balon 1990) and considered as batch spawner (Kalilota et al 1993). They grow up to 100 cm length with an elongate body measuring 3 to 4 times less in height than length. In their natural habitat, koi carp live up to 15-24 years (Kuroki, 1981).Considering the importance of koi carp, information on the primal life history of a fish is very important for optimization of its large scale seed production, culture and management practices, therefore, this study was carried out to highlight some aspects of the other(a) life history, the increase biological quantify of koi carp in similarity to low temperature.Material and MethodsThe fishes were purchased from Lucknow Local market during 2012. In the same day, the fishes were transported to the Fish farm, Directorate of coldwater Fisheries research (DCFR), Bhimtal. At the farm after disinfection, all fishes were reared in a cemented p ond. The fishes were fed with floating pellets containing crude protein 28%, crude fiber 11.1%, and carbohydrate 33% (Table 1). After proper acclimatization and maintenance, the sinewy and mature breeders (90-550g) were selected according to stimulateual dimorphism and transferred to hatchery shed in FRP tank of size 200cm X 200cm X 30cm with flow through arrangement of water system. The females are unremarkably easier to identify, as belly of a mature female is generally larger, whereas males remains streamlined and more torpedo shaped (Mihalache et al 2011). The sex ratio of the spawners was kept at 21 for male and female. The breeding programme was carried out using salmon Gonadotropin releasing hormone analogue and domperidone injection (ovaprim, Syndel laboratories INDIA Pvt.ltd). Brooders were administered hormone 0.6 ml per kg body weight to female and 0.3 ml per kg body weight to male intra peritoneal in the flush hours. The breeders set were released into FRP tank of 3000 L capacity having provision for flow through water system after the hormonal administration. Aquatic macrophyte (Hydrilla) was introduced into breeding tank for hiding purpose as well as holding adhesive eggs (Haniffa et al 2006). Translucent netting at the top also provided in order to observe to observe spawning behavior of fish. The egg hatching and larval rearing upto yolk sac absorption was taken up in the same tank that was used for spawning. The fertilisation rate was counted by collecting random light microscope with digital camera (Nikon ECLIPSE E100). Samples of the eggs before fertilization and schoolingal time was rounded to nearest minutes until morula stage and then to hours. In position study, the developmental stages were divided into immature and larval development upto yolk sac absorption. The embryonic stage occur inside the egg shell and ends at the hatching. While, larval phase occur as egg hatches and ends when the larvae become capable of exogenous fe eding. The water case of hatchery was measured for temperature, pH, electrical conductivity (EC), total dissolved solids and dissolved oxygen by HANNA HI 9828.ResultsThere are few reports on breeding of koi carp in low temperature (Watson et al 2004 Ghosh et al 2012). present study spawning was noticed after 18 hours of hormone injection. The fertilized eggs of koi carp were foun to have adhesive, demersal and ill-chosen to substratum (i.e. hydrilla). They were 0.8-1.10 mm in diameter, rounded and overdue to the adhesive nature of the egg, considerable debris adhered to the capsule of the egg. As the egg envelope is thick, transparent and sticky, observations on the developmental stages are difficult (Kovac, 2000). The eggs were deposited singly and were adhesive throughout the incubation period. The incubation period of eggs depends largely on water quality parameters such as brininess and temperature (Kuo et al 1973 Lio et al 1975). In the present study, the water temperature was 15-18oC during April and 20-26oC during August, under these conditions, eggs hatched out in 120 and 84 hours after fertilization respectively.Although a true metamorphosis is not generally described for fishes, the term hatchling, larvae and post larvae are used to indicate assorted stages of development from hatchling to fingerling stage (Boglinoe et al 1992). In present study, the embryonic development was divided into zygote, partitioning, blastula, gastrula and hatching period (Table 2, 3 Fig 1). The cleavage was meroblastic and the first division (2 celled stage) occurred 1 hours after fertillization, followed by second cleavage 1hour 35 minutes after fertilization. The 16 celled stage was reached 2 hours 20 minutes after fertilization. Subsequent cleavage increased cell number and reached morula stage. At this stage, a cap like structure was seen over the animal pole, which gradually increases in size the blastoderm save spread over the yolk and the formation of germin al ring around yolk was clearly visible within 15hours after fertillization. The yolk invasion absolute after 32 hours and 13 minutes after fertilization. The head and tail ends of the embryo became distinguishable during yolk plug stage. Yolk invasion was over and the blastopore was more or less closed. The notochord was clearly seen at 46 hours and 16 minutes after fertilization. Further, embryo was elongated and encircled the whole yolk material within 48 hours after fertillization. At this stage, the anterior posterior axis was distinguishable in broader cephalic region with distinct forebrain and narrow end as tail region. At 76 hours after fertillization cephalic region became prominent, optic lens starts differentiating and mesodermal somites (16-18) were highly visible. A heart beat (80-91) per minutes were noticed at this stage. The taillike region started detaching from yolk and head further elongated in size showing all parts of brain, heart, lens and 22-25 somites aft er 101 hours after fertillization. The whacking of heart intensified 130-140 beats per minutes and tail showed rhythmic movement on both side one by one. At 109 hours after fertillization lens fully formed and pectoral fin bud was clearly visible. In final stage of embryonic development, the growing embryo occupied the entire previtelline space. The beat movements, which gradually become vigorous and egg capsules, were weakened and ruptured. The embryo ruptured the egg shell by the continuous movement and hatched out at 120 hours after fertillization at 16 2o C. The hatchlings were transparent and measured 3.45-4.75 mm, with a large oval head, a well defined yolk sac and short tail. The yolk got fully absorbed within 2-3 days and by this time mouth formation was complete and the larvae started exogenous feedingDiscussionTemperature is one of the most critical environmental variables affecting embryonic development in fish eggs (Bermudes and Ritar, 1999 Kamler, 2002 Yang and Chen 2 005).Within a viable range, incubation temperature strongly affects the rate of embryonic development of fish. Generally, lower temperature retards the rate of embryonic development and higher temperature accelerates it (Marangos et al., 1986 Pepin, 1991 Mihelakakis and Kitajima, 1994 Hart and Purser, 1995 Das et al 2006). The results of present showed that water temperature has a strong effect on development rate and hatching success of koi carp. In present study, the fertilized eggs of koi carp were found yellowish, adhesive and demersal. Haniffa et al (2007) and Ghosh et al (2012) found similar results in koi carp and common carp. Two celled, four celled, eight celled and sixteen celled stage were found 60, 95,120 and 150 minutes after fertilization respectively. Similar findings were reported by Ghosh et al 2012 in koi carp. They found two celled, four celled, eight celled and sixteen celled stage with in 80, 110, 140 and 170 minutes after fertilization at 17 20o C respectively . However, Haniffa et al (2007) reported that same series occurred at 60, 90, 110 and 140 minutes after fertilization at 26 28oC. In common carp, it took 30, 80, 100 and 120 minutes after fertilization at 260C for same series (Balon 1995). The initiation of gastrula stage was noticed at fifteen hours after fertilization of egg at 16 20C.Similar results was reported by Ghosh et al (2012) in koi carp. However, Haniffa et al. (2006) the same stage in koi carp at 7.30 to 11.40 minute after fertilization at 26-28 in summer season. Balon (1995) observed initiation of gastrulation of C. carpio occurring 6 hrs and 30 mins after fertilization of the eggs at 26-28 C. This variation might be due to low water temperature and species difference.Changes in the pattern of the entire structure of an organ in relation to the environment are decisive for evaluating the developmental patterns of species (Balon, 1999 Mahmud et al 2012). The early development of fish is strongly affected by incubation temperature (Mahmud et al 2012). Generally, lower temperature retards the rate of embryonic development of fish and higher temperature accelerates it (Saka et al., 2001). In present study period the ambient temperature was low and fluctuating which may delay the embryonic and larval development of koi carp. A comparative study on the study of embryonic development of koi carp at different temperature is listed below (Table 3). In present study, embryo hatched out in 144 hrs after fertilization at 16 2o C which was similar to the findings Watson et al (2004). They reported the time required to hatch the embryo of koi carp in 5-7 days at 20-24 o C. Similar results were obtained by Ghost et al (2012). However, the results of present study vary from Haniffa et al 2007, who found 72-73 hours are needed for hatching of Koi carp. This can be attri scarceed to different physical condition of brood fish and lower temperature of water at the time of breeding.In conclusion, Koi carp can be e asily matured and bred successfully under low water temperature captive conditions similar to carp. The descriptive investigation into the embryonic development and temperature tolerance should provide valuable information about the index of the species to handle low temperature condition. As there are no commercial approaches of induced breeding and seed production of koi carp in the colder regions of the country but there is high demand of this ornamental fish for its colorful and attractive appearance. Hence, In spite of the long incubation period, the captive breeding, embryonic development protocol described herein should provide a base for future studies on koi carp and help in achieving conservation and commercial goals.ReferencesLivengood EJ, Chapman FA. 2009 The ornamental fish trade An introduction with perspective for responsible aquarium cooperative extension service, institute of food and agricultural science, university of Florida, Gainesville.Swain SK, Singh SK, Rout ray P, Barik NK. 2008 Indigenous ornamental fishes Status, Issues and strategies for propagation and conservation. e- planet 6(2) 2, 20- 22.Anonymous. 2006. Carp reproduction and Seed Production. Hand Book of Fisheries and Aquaculture. Pp 248-264. Indian Council of Agricultural Research. New Delhi.Food and Agricultural Organization (FAO) (2000) World status of ornamental fish, 3 5-225.Ghosh A K, Biswas S, Sarder LSabbir W, Rahaman S M B 2012 Induced breeding, embryonic and larval development of Koi carp (Cyprinus carpio) in Khulna, Bangladesh. Mesopot. J. Mar. Sci., 27 (1) 1 14Balon, E.K. 1990. Epigenesis of an epigeneticist the development of some choice concepts on the early ontogeny and evolution of fishes. Guelph Ichthyology Reviews, 11-48.Kailola, P.J., Williams, M.J., Stewart, P.C., Reichelt, R.E., McNee, A. and Grieve, C. 1993. Australian fisheries resources. Bureau of Resource Sciences, Canberra, Australia, 422p.Kuroki, T. 1981. The latest manual to nishikigoi.Shin-Nippon Kyoiku-Tosho Co. Ltd. Japan, 272pp.Mihalache A, Oprea L, Grecu I, Cristea V, Badalan C, Enache I, Ion S 2011 Artificial Reproduction and Embryonic Development of the Japanese Ornamental Carp (Cyprinus carpio L i n n a e u s, 1758). Journal of Environmental Protection and Ecology 12(4) 18351839Haniffa MA, Benziger PSA, Arockiaraj AJ, Nagarajan M, Siby P. 2006. Breeding Behaviour and Embryonic Development of Koi Carp (Cyprinus carpio), Journal of Bio-Science 14, 121-125.Watson, C.A., Hill, J.E. and Pouder, D.B. 2004. Species Profile Koi and Goldfish SRAC Publication No. 7201.Kovac, V. 2000. Early development of Zingel streber. J.Fish. Biol. 57 1381-1403.Kuo, C.M., Shehadeh, Z.H. and Milison, K.K. 1973. A preliminary report on the development, growth and survival of laboratory reared larvae of the grey mullet, Mugil cephalus (L.). Journal of Fish Biology, 5 459-470.Liao, I.C. 1975. Experiments on the induced breeding of the grey mullet in Taiwan from 1963-1973. Aquaculture, 6 31-58.Bog linoe, C., B. Bertolini., M. Russiello, S. Cataudella. 1992. Embryonic and larval development of the thick-lipped mullet (Chelon labrosus) under controlled reproduction conditions. Aquaculture 101 349-359.Bermudes, M., Ritar, A.J., 1999. Effects of temperature on the embryonic development of the striped forerunner (Latris lineate Bloch and Schneider, 1801). Aquaculture 176, 245 255.Kamler, E., 2002. Ontogeny of yolk-feeding fish an ecological perspective. Rev. Fish Biol. Fish. 12, 79103.Yang Z, Chen Y 2005 Effect of temperature on incubation period and hatching success of obscure blowfish Takifugu obscurus (Abe) eggs. Aquaculture 246 173 179Marangos, C., Yagi, H., Ceccaldi, H.J., 1986. The role of temperature and salinity on hatching rate and morphogenesis during embryo development in Dicentrarchus labrax (Linnaeus, 1758) (Pisces, Teleostei, Serranidae). Aquaculture 54, 287 300.Pepin, P., 1991. Effect of temperature and size on development, mortality, and survival rates of the pe lagic early life stages of marine fish. Canadian Journal of Fisheries and Aquatic Sciences 48, 503518.Mihelakakis, A., Kitajima, C., 1994. Effects of salinity and temperature on incubation period, hatching rate and morphogenesis of the silver sea bream, Sparus sarba (Forssk3l, 1775). Aquaculture 126, 361 371Hart, P.R., Purser, G.J., 1995. Effects of salinity and temperature on eggs and yolk sac larvae of the greenback flounder (Rhombosolea tapirina Gunther, 1982). Aquaculture 136, 221 230.Das T, Pal A K, Chakraborty S K, Manush S M, Dalvi R S, Sarma K, Mukherjee S G 2006 thermal dependence of embryonic development and hatching rate in Labeo rohita (Hamilton, 1822). Aquaculture 255 536541Haniffa M A, Allen Benziger P S, Jesu Arockiaraj A, Nagarajan M, Siby P 2007 Breeding Behaviour and Embryonic Development of Koi Carp (Cyprinus carpio). Taiwania 52(1) 93-99Balon, E.K. 1995. The common carp, Cyprinus carpio its wild origin, domestication in aquaculture, and selection as colored nish ikigoi, 47pp.Balon EK. 1999. Alternative ways how to become a definitive phenotype or a juvenile (and on some persisting linguistic offences). Environment and Biology of Fish 56, 17- 38Mahmud Z, Ahmed F, Ghosh1 A K, Azad A K , Bir Y,Rahaman S M B 2012 Induced breeding, embryonic and larval development of comet gold fish (Carassius auratus) in Khulna, Banglades. International Journal of Biosciences 2 28-38Saka S, Forat K, Kamaco HO. 2001. The development of European sea bas (Dicentrarchus labrax L., 1758) eggs in relation to temperature. Turkish Journal of Veterinary and Animal Science 25, 139-147.Helen I, Battle H I (1939) The embryology and larval development of the goldfish (Carassius auratus) from Lake Erie. Department of Zoology, University of Western Ontario.

The Healing Wound :: Vietnam Veterans War Memorial Essays

The Healing WoundIts a beautiful morning at our nations capital.Constitution Gardens is blooming with intent. Flowers of red,yellow, and pink dock their heads in the gentle summer breeze.Wise old trees proudly over face the grassy lawns, while twitteringbirds scamper about on their strong, sturdy limbs. People blatheranimatedly as they stroll in small groups along the brown, dustypaths. Children run and jump, stopping occasionally to makequick poses for p bents snapping cameras.As we walk ahead, we obtain a shape taking form on thehorizon. It looks like a large gray splinter embedded into thegreen landscape. As we get hold closer, we interpret how truly largethis object is, yet it does not get hold up from the earth like otherstructures in the park. Rather, it sinks down into the lawn, asif its very size were a hulk weight upon the land. Now that weare upon it, it looks farthermost more like a gaping black wound than asilver sliver. Its theory begins narrowly and then wid ens inthe middle, tapering off once again at the other end. It is verydark, and now that we are close enough to touch it, we see thatit is solid and black and hard and dense. The park breezes diehere. Adults complete their prattle. Children stop their play.Eerily, even the chatter of birds doesnt reach this solemnplace. All senses tell us that we have entered a sacred site--aplace meant for reflection and contemplation. We are at theVietnam War Memorial.The tip of the gash points to President Lincoln sitting high higher up and looking out upon us all. In contrast to the giantstatue of pristine white, the wall that rises by my foot is sodark that it reflects the ground in which it is burrowed. in that respectare letters inscribed on the wall. They form call. I readFLOYD LEE WILLIAMS JR.I wonder about Floyd. To most people who come here, his ismerely one out of a myriad of names scratched into this coolgranite wall. Does anyone have it off that Floyd was from Northglenn,Colorado, or that he was only 20 years old when he died? How canthe thousands of people who see his name here know that he was inVietnam for only 12 short days? His helicopter was shot down.His life was important, yet his death is only the tip of a longiceberg that chills the hearts of Americans everywhere. Thereare over 58,000 more names like his listed on these cold slabs.The sleek and stark feel of the memorial is raise by theThe Healing Wound Vietnam Veterans War Memorial EssaysThe Healing WoundIts a beautiful morning at our nations capital.Constitution Gardens is blooming with life. Flowers of red,yellow, and pink bob their heads in the gentle summer breeze.Wise old trees proudly oversee the grassy lawns, while twitteringbirds scamper about on their strong, sturdy limbs. People talkanimatedly as they stroll in small groups along the brown, dustypaths. Children run and jump, stopping occasionally to makequick poses for parents snapping cameras.As we walk ahead, we notice a shape tak ing form on thehorizon. It looks like a large gray splinter embedded into thegreen landscape. As we come closer, we realize how truly largethis object is, yet it does not rise up from the earth like otherstructures in the park. Rather, it sinks down into the lawn, asif its very size were a giant weight upon the land. Now that weare upon it, it looks far more like a gaping black wound than asilver sliver. Its opening begins narrowly and then widens inthe middle, tapering off again at the other end. It is verydark, and now that we are close enough to touch it, we see thatit is solid and black and hard and dense. The park breezes diehere. Adults cease their prattle. Children stop their play.Eerily, even the chatter of birds doesnt reach this solemnplace. All senses tell us that we have entered a sacred site--aplace meant for reflection and contemplation. We are at theVietnam War Memorial.The tip of the gash points to President Lincoln sitting highabove and looking out upon us all. In c ontrast to the giantstatue of pristine white, the wall that rises by my foot is sodark that it reflects the ground in which it is burrowed. Thereare letters inscribed on the wall. They form names. I readFLOYD LEE WILLIAMS JR.I wonder about Floyd. To most people who come here, his ismerely one out of a myriad of names scratched into this coolgranite wall. Does anyone know that Floyd was from Northglenn,Colorado, or that he was only 20 years old when he died? How canthe thousands of people who see his name here know that he was inVietnam for only 12 short days? His helicopter was shot down.His life was important, yet his death is only the tip of a greaticeberg that chills the hearts of Americans everywhere. Thereare over 58,000 more names like his listed on these cold slabs.The sleek and stark feel of the memorial is enhanced by the

Comparing the Works of Nathaniel Hawthorne and Margaret Fuller Essays

Try as much as possible to be deally alive, with all your might, and when you laugh, laugh like hell and when you get angry, get good and angry.Try to be alive.You will be dead soon enough.--William Saroyan Although this approach to alert life may be humorous and simplistic, William Saroyan describes a common need of people to live wholly and experience life at its fullest. Carpe diem is a vocalise that is familiar to more than just Latin scholars. This need for fullness in unitys life also stems a need for completeness. At one time or another most people have experienced the desire to be whole to feel complete and well rounded. Children want to fuck off adults as quickly as possible, students want to become better educated, and college graduates long to find that self-defining career all in the name of becoming a complete mortal. Of course, this could be a criticism of a personal crisis as a graduating senior, but it nonetheless seems to be a universal longing.This longing for fullness and single transcends time and is found in both Nathaniel Hawthorne and Margaret Fullers works, albeit in different ways. Summer on the Lakes was written during a period of hiatus and reflection in Fullers life. There is a sense of seeking and desiring new experiences that permeates this work, a need to experience new things in order to continually learn and grow as a person. Part of this desire could come from her views on the rights of women to be recognized as whole citizens and people in the States in the nineteenth atomic number 6 also imparted in her discourse is her longing for women to simply want more for themselves. In the following passage, Fuller describes the girls and women in an operating room farming town. She lament... ...se of being in the process. By diminishing a complete person to parts, Hawthorne demonstrates that a whole sense of being is important and should not be destroyed.Both authors seem to be making statements on oneness and attaining a sense of completeness in life. Fuller demonstrates this by wanting a sense of wholeness for individual people and by seeing beauty in nature in terms of fullness. Hawthorne shows the reader what can happen if you strip a person of their sense of being a composite person should not be reduced to parts and destroyed. This theme of desiring wholeness defined by these nineteenth century authors, Fuller and Hawthorne, transcends time and appeals to readers today. As someone lock searching for that sense of wholeness, it is reassuring and exciting to find literature that subtly examines personal journeys that are still experienced today.