Illogical Campaigns Against Vending Machines

Vending machines are ingenious inventions that come in all sizes and shapes giving customized and quick services in efficient manner at a cheap cost. In recent times, there has been a rigorous campaign to kick soda vending machines out of schools in the US owing to the perceived problem of increment of obesity among many American children.Soda vending machines should be included in schools but in the teachers lounge because for them (teachers), are mature enough to make decisions about their health. Contained therein in this paper are arguments in favor of this proposition and misconception of the same through facts that are present and are hard to ignore.For starters, these vending machines generate a lot of income for student organizations. A survey released at Roosevelt showed that these machines raked in about $40,000 in a recent year. Elimination of the machines from schools may result in the bankruptcy of student programs that depended on revenues from the vending machines.Clos ely related to this is the fact that these machines might be supplying less than par calories but this can not possibly eliminate obesity in the American society. Vending machines might be a part of the problem, but their contribution is negligible because obesity problems start at home with unhealthy eating habits of living on fast foods only.These campaigns are about patronizing students by parents and school administration in their thinking that they know what is best for them and forgetting that these students can choose for themselves from a rich menu of drinks that is offered by these machines.These students are aware of the side effects that are associated with consumption of sodas and many parents think that the machines only sell drinks that contain over added artificial sugars. In these same machines, you get sugar free diet sodas with no calories, bottled water, juices and even milk which are as popular as any other carbonated drink.Another baseless argument for banning v ending machines in schools is to rid our schools of commercialism claiming that this is detrimental to students learning. This is a very interesting argument that borders absurdity and ridicule. US is a capitalist country and the current culture trend supports this idealism through splashing of the whole country with advertisements from our TVs in our living rooms to erection of billboards on every available space in out cities.Soda companies are not the only companies that have their advertisement in our school but we have other companies erecting their billboards in schools like Nike cloth line labels. Most of the materials that we use in classes come with signatures of the manufacturing companies which then defeat the nonsensical idea of routing commercialism from our schools.ConclusionImportant and vital concerns have been raised about the influence of unhealthy sodas in our schools which might be contributing to the glide into abyss of obesity of obesity by the American society .Sodas are healthier compared to plain water available in taps and therefore it is better to take a soda than nothing. About riding commercialism from our schools, this is an argument that neglects to address other commercialism through advertisements that surround students around school and at home.The bid to kick vending machines from our schools is a campaign that tackles real concerns about obesity and commercialism in our society but from the wrong angle. This will only result in failure of the noble cause and therefore there is no point of denying our students much needed services of the machines and also the revenues associated with them.

Reaction Paper for “The Count of Monte Cristo” Essay

The movie The Count of Monte Cristo has a lot of similarities with El Filibusterismo. It tells the life story of Rizal and delves on a society of conspiracy and injustices. It shows us the effect of being innocent and uneducated. It made me realize the very big importance of education in our lives. Edmund Dantes, the main character of the movie, is faced with so much conflict and suffered for a long time in prison because of his traitor friend and unconsciously being the carrier of the dangerous letter of Napoleon Bonaparte. Edmund doesn’t know how to read and write that’s why he wasn’t able to know the content of the letter which was then a plan of rebellion by Bonaparte. He lost his trust in God after what had happened to him because he thought that God was never there when he needed help and justice. When his priest friend died, he had the chance to escape. After escaping, he traveled to the island of Monte Cristo to find the treasure. He considered his fortune as a gift from God. After finding the treasure, he went back to Marseilles and disguised himself as an Italian priest. He used the treasure to punish those people who have hurt him and made his life miserable. The movie gave me a new perspective of vengeance which is never meant for self-fulfillment but for the good of everybody. We don’t have to put the justice in our hands, rather ask it from God and wait patiently because everything happens for a reason just have faith in Him. The movie also inspired me to work harder in my studies because education is a gift that cannot be taken by anyone from you, and it is the key for a brighter and successful future.

Corporate finance Essay

1 Bonds (3 points) A company aims to takeover one of its suppliers valued at 2 million Euros and is planning to fund the takeover by issuing three-year zero coupon bonds, each with face value C1000. After having their credit rating checked, executives have decided that they need to issue 2400 of these bonds to raise the 2 million needed to fund this takeover. What is the YTM of the bonds issued by the company? (a) 5.79% (b) 7.13% (c) 6.27% (d) 5.34% If the company’s credit rating changes due to recent earnings announcements and the YTM of the bonds should now be 4.4% how many bonds must the company issue to raise 2 million Euros? (a) 2351 (b) 2276 (c) 2248 (d) 2302 Suppose that the company may default on these bonds with a 25% probability. In case of default, bondholders will receive 60% of the face value of bonds. If the price of the bonds is same as in part (a), what is the YTM in this case? (a) 3.1% (b) 2.9% (c) 2.6% (d) 3.4% 1 2 Financial statements (4 points) Use the following information for ECE incorporated: Assets Shareholder Equity Sales $200 million $100 million $300 million If ECE reported $15 million in net income, then ECE’s Return on Equity (ROE) is: (a) 5.0% (b) 7.5% (c) 10.0% (d) 15.0% If ECE’s return on assets (ROA) is 12% , then ECE’s return on equity (ROE) is (a) 10% (b) 12% (c) 18% (d) 24% If ECE’s net proï ¬ t margin is 8% , then ECE’s return on equity (ROE) is: (a) 10% (b) 12% (c) 24% (d) 30% If ECE’s earnings are $10 million, its price-earnings ratio is (a) 10 (b) 5 (c) 20 (d) Cannot be determined 2 3 Capital budgeting (3 points) Fancypants Fashion is going to purchase new sewing machines worth 50 million Euros to manufacture purple trousers for the coming ï ¬ ve years, after which purple trousers will be out of fashion and no longer in demand. The machines will be depreciated on a straightline basis over ï ¬ ve years, and after ï ¬ ve years will be sold at an estimated 20 million Euros. The company estimates that the EBITDA from the sale of purple trousers will be 12 million Euros per year for the coming 5 years. The company’s earnings are subject to a corporate tax rate of 40%. If the ï ¬ rm’s equity cost of capital is 9.6% what is the NPV of this project? (a) 0.48 million Euros (b) 0.72million Euros (c) 0.26 million Euros (d) 0.92 million Euros Instead of selling the machines after ï ¬ ve years, the company can use them to produce grey trousers starting in year 6. If they do so, using these machines the company will generate free cash ï ¬â€šows of 2 million Euros per year in perpetuity, since grey trousers are classics and never go out of fashion. What is the NPV of the project if the company chooses this option? (a) 5.89 million Euros (b) 5.72 million Euros (c) 6.36 million Euros (d) 6.07 million Euros Suppose that the company has decided that they will use the machines to produce grey trouse rs after ï ¬ ve years. The company can ï ¬ nance the purchase of new sewing machines entirely by debt by issuing 5-year bonds with 6% coupon rate sold at par. Assuming this additional borrowing is project-speciï ¬ c and hence will not alter the company’s capital structure, what is the value of the project with the tax shield? (a) 11.56 (b) 11.94 (c) 12.25 (d) 11.12 3 4 More capital budgeting (4 points) Use the following information for â€Å"Iota Industries† (all ï ¬ gures in $ Millions) Iota Industries Market Value Balance Sheet Assets Liabilities Cash 250 Debt 650 Other Assets 1200 Equity 800 The company considers a new project with the following free cash ï ¬â€šows: Iota Industries New Project Free Cash Flows Year 0 1 2 3 Free CFs -250 75 150 100 Assume that Iota Industries has a debt cost of capital of 7% and an equity cost of capital of 14%. Furthermore, it faces a marginal corporate tax rate of 35%. If the project is of average risk and the company wants to keep its debt-to-equity ratio constant, its weighted average cost of capital is closest to: (a) 8.40% (b) 9.75% (c) 10.85% (d) 11.70% The NPV for Iota’s new project is closest to: (a) $25.25 million (b) $13.25 million (c) $9.00 million (d) $18.50 million The Debt Capacity for Iota’s new project in year 0 is closest to: (a) $263.25 million (b) $87.75 million (c) $50.25 million (d) $118.00 million If instead of maintaining a ï ¬ xed debt-equity ratio Iota ï ¬ nances the project with $100 million of permanent debt, the NPV of the project is closest to (a) $44.28 million (b) $48.10 million (c) $53.44 million (d) $48.14 million 4 5 Arbitrage (4 points) An exchange traded fund (ETF) is a security that represents a portfolio of individual stocks. Consider an ETF for which each share represents a portfolio of two shares of International Business Machines (IBM), three shares of Merck (MRK), and three shares of Citigroup Inc. (C). Suppose the current market price of each individual stock are shown in the following table: Stock IBM MRK C Current Price $121.57 $36.59 $3.15 What is the price per share of the ETF in a normal market: Assume that the ETF is trading for $366.00, what (if any) arbitrage opportunity exists? What (if any) trades would you make? 5 6 NPV and exchange rates (2 points) You have an investment opportunity in Germany that requires an investment of $250,000 today and will produce a cash ï ¬â€šow of C208,650 in one year with no risk. Suppose the risk -free rate of interest in Germany is 7% and the current competitive exchange rate is C0.78 to $1.00. What is the NPV of this project? Would you take the project? (1 point) (a) NPV = 0; No (b) NPV = 2,358; No (c) NPV = 2,358; Yes (d) NPV = 13,650; Yes Explain in a few sentences the intuition behind your answer. (1 point) 6 7 Options (4 points) Which of the following statements is false? (a) The option delta, ∆, has a natural interpretation: It is the change in the price of the stock given a $1 change in the price of the option. (b) Because a leveraged position in a stock is riskier than the stock itself, this implies that call options on a positive beta stock are more risky than the underlying stock and therefore have higher returns and higher betas. (c) Only one parameter input for the Black-Scholes formula, the volatility of the stock price, is not observable directly. (d) Because a stock’s volatility is much easier to measure (and forecast) than its expected return, the Black-Scholes formula can be very precise. The current price of KD Industries stock is $20. In the next year the stock price will either go up by 20% or go down by 20%. KD pays no dividends. The one year risk-free rate is 5% and will remain constant. Using the binomial pricing model, the price of a one-year call option on KD stock with a strike price of $20 is closest to: (1 point) (a) $2.40 (b) $2.00 (c) $2.15 (d) $1.45 The risk neutral probability of an up state for KD Industries is closest to: (a) 37.5% (b) 60.0% (c) 40.0% (d) 62.5% Using the risk-neutral pricing model, the price of a one-year call option on KD stock with a strike price of $20 is closest to: (1 point) (a) $2.40 (b) $2.00 (c) $2.15 (d) $1.45 7 8 Financial Distress (3 points) Suppose that you have received two job offers. Rearden Metal offers you a contract for $75,000 per year for the next two years while Wyatt Oil offers you a contract for $90,000 per year for the next two years. Both jobs are equivalent. Suppose that Rearden Metal’s contract is certain, but Wyatt Oil has a 60% chance of going bankrupt at the end of the year. In the event that Wyatt Oil ï ¬ les for bankruptcy, it will cancel your contract and pay you the lowest amount possible for you to not quit. If you do quit, you expect you could ï ¬ nd an new job paying $75,000 per year, but you would be unemployed for four months while searching for this new job. If you take the job with Wyatt Oil, then, in the event of bankruptcy, the least amount that Wyatt Oil would pay you next year is closest to: (a) $45,000 (b) $50,000 (c) $54,000 (d) $75,000 Assuming your cost of capital is 6 percent, the present value of your expected wage if you accept Rearden Metal’s offer is closest to : (a) $133,000 (b) $138,000 (c) $140,000 (d) $144,000 Assuming your cost of capital is 6 percent, the present value of your expected wage if you accept Wyatt Oil’s offer is closest to: (a) $138,000 (b) $140,000 (c) $144,000 (d) $150,000 8 9 Real Options (3 points) You own a small manufacturing plant that currently generates revenues of $2 million per year. Next year, based upon a decision on a long-term government contract, your revenues will either increase by 20% or decrease by 25%, with equal probability, and stay at that level as long as you operate the plant. Other costs run $1.6 million dollars per year. You can sell the plant at any time to a large conglomerate for $5 million and your cost of capital is 10%. If you are awarded the government contract and your sales increase by 20%, then the value of your plant will be closest to: (a) $5 million (b) $8 million (c) $0 (d) $4 million If you are not awarded the government contract and your sales decrease by 25%, then the value of your plant will be closest to: (a) -$1 million (b) $5 million (c) $8 million (d) $0 Given the embedded option to sell the plant, the value of your plant will be closest to: (a) $5.0 million (b) $4.0 million (c) $6.5 million (d) $8.0 million 9

Women in Western Culture Essay Example | Topics and Well Written Essays - 750 words

Women in Western Culture - Essay Example Women in the Asian or Middle Eastern culture do not have equal human rights as compared to the women Western societies. As Rebrisorean states, â€Å"the social position of women in Muslim countries is worse than anywhere else† (1). Severe cases of gender discrimination occur quite often against them not only professional but also in educational environment. In some parts of Asian countries like Pakistan, Afghanistan, and India, women are considered slaves of men. If we talk about Middle Eastern counties, the condition is not very different. Women of Middle Eastern countries neither have equal social position nor professional position. The role of most of the women of such societies is to live like perfect housewives who are fully obedient to their husbands. Women of Saudi Arabia even do not have the right to drive cars which shows the mindset of people regarding women in Middle Eastern countries.  However, when we talk about the effect of age on women in Asia or Middle Easte rn societies, the case is not that negative. For example, older women are given due respect in these cultures. Children take care of their mothers and other older females relatives as much as they can. They even do not speak in loud voice when talking with older women. Women in the Asian or Middle Eastern culture earn more respect by the time they start getting older. They live with their children and grandchildren at home who take care of them and provide them will all love and care they need. Women in the African culture enjoy the least amount of freedom.... Women of Saudi Arabia even do not have the right to drive cars which shows the mindset of people regarding women in Middle Eastern countries. However, when we talk about the effect of age on women in Asia or Middle Eastern societies, the case is not that negative. For example, older women are given due respect in these cultures. Children take care of their mothers and other older females relatives as much as they can. They even do not speak in loud voice when talking with older women. Women in the Asian or Middle Eastern culture earn more respect by the time they start getting older. They live with their children and grandchildren at home who take care of them and provide them will all love and care they need. They do not have to do jobs to earn their livings rather their children provide them with all necessities of life which make the life of older women even more relaxing and pleasant. Summing it up, we can say that although women do not enjoy equal rights in Asian and Middle East ern cultures, but they get a great respect and care from the society when they get older. Women in African Culture Women in the African culture enjoy the least amount of freedom if compared with the women of the rest of the world. In Africa, women are not given due respect or status in the society. They usually live a dejected life because of some pathetic rituals, customs, and traditions. Even in case of marriages, women are not supposed to present their choice to their elders. Their elders arrange marriages for them and they have to submit their will to the choice of their elders. In African culture, women are generally considered inferior to men in every field of life. They

GBST300 Essay Example | Topics and Well Written Essays - 250 words - 5

GBST300 - Essay Example World Bank is mainly an institution concerned with development whereas the IMF focuses on maintaining orderly payment systems between countries. IMF has no subsidiaries while World Bank has subsidiaries across the world. The structure of World Bank is also more complex than that of IMF. It means different things to diverse people but the most vital aspect is the economic dimension of globalization, which has led to opening up of economies to global competition, giving room to ideas, goods, capital and people to interact and move freely between countries. Free market, justice to all people, and personal freedom are the main elements of neoliberalism. It relates to Washington consensus in the sense that it encourages economic policies that aimed at reforming and repairing the damaged economies of third world countries. Both neoliberalism and Washington consensus focus on making the world a better place to live in for all people around the world. He thinks so because via education and government accountability, poverty can be eliminated. However, the movie End of Poverty disagrees because corruption and poor policies to eradicate poverty does not exists. Poverty eradication demands sound policies and zero tolerance to corruption, which is deficient in many governments. In sum, government is not committed to eliminating poverty. The four gaps include human trafficking, lack of education, over population and corruption. These gaps make leaders in developing countries fail to take responsibility of their actions. The four traps drain most governments of the energy required to make progress in development because governments of developing nations tend to have their attention diverted to other things that just affect development negatively. As such, the countries remain contained within the poverty cycle. Globalization has destabilized the economies of poor states and uncovered people to

Christianity and Human Rights Essay Example | Topics and Well Written Essays - 2000 words

Christianity and Human Rights - Essay Example The Christian faith has been very instrumental in ensuring that the universal human rights are respected and that everybody is born with a certain inalienable rights that cannot be taken away from them. This means that everybody is equal irregardless of their races, color, sex and religion. Although Christianity has been cited by some people as being oppressive in various instances in the history, the role it has played in promoting human rights can be overly underestimated and this is because the religion from its inception have considered everybody as being created by one Supreme Being, God and that everybody is equal before the eyes of the lord (Tierney, 1997). However, the religion has also been culprit of gross human rights violation in various instances in history and especially the Pre-Christian period whereby some people were considered to have more rights than others. However, even at this time the religion still advocated for human rights in various aspects. The most import part to note is that the foundation that was laid by the religion have been very instrumental in today’s humanism and this can be evidenced by the fact that today’s secular humanism have adopted some of its aspects from Christianity (Jack, 2008). History Christianity has been very instrumental in furthering the ideology of universality and this means that since the Pre-Christian era to the modern time Christianity, the Christians have been very vocal in issues surrounding the human rights. In this respect, the Christians have also been involved in various issues that are concerned with human rights and this can be evidenced by various sentiments that have been aired by the Christians in various periods in the history. During the Pre-Christianity period the Jew advocated for the equality of all men (Richard Tuck, 1973). However, their views towards women were deeply discriminating and this can be attributed to the fact that their laws grossly violated the rights of the women. This can be evidenced by the various laws that were put in place whereby the women were not recognized as independent entities and they could not be allowed to attend some ceremonies and also perform some religious activities. All the leaders at that time were men and only few women assumed leadership roles. However, during that period, all people were considered to be created by God and with that came various inalienable rights which could not be violated by other people. In this period all people were considered equal before the eyes of God (Thomas, 2005). In the Christian period, all men were considered equal before the eyes of God and they were all considered to be the children of the almighty. During this period the rights of the women were also highly lobbied for and this was mainly through the teachings of Jesus Christ who asserted that all people were equal before the eyes of God irregardless of their sex, color or race. At this time, through the teachings of Jesus Christ even the slaves were deemed to have some rights and this meant that there was the promotion of the universality ideology. These sentiments however, were not felt by various races especially the Romans who deemed other races as inferior. This can be evidenced by the fact that the Romans being the ruling class enacted laws that were discriminative of other races especially the taxes. Still in this period there was gross abuse of human rights because there were people who were deemed as slaves and they were treated as inferiors (Elizabeth, 2005). In the Secular period, the human rights of all individuals have greatly been lobbied for by various organizations and this has played a very important role in ensuring that there is a gross protection of human rights. The secular world have deemed that every human being was born with a certain inalienable rights and these can be observed by the fact that such things as slavery were abolished and women have been afforded equality in various fronts as politics and

Day Care Paper Research Example | Topics and Well Written Essays - 1750 words

Day Care - Research Paper Example A child is far healthier when he is brought up in home rather than day care. Despite so many negatives the best advantage that day care provides a child with is the ability to socialize better and accept diversity. Placing your children in day care gives both the parents a free reign to earn money and hence they can do over times and work longer hours without any hassle. DAY CARE Day care centers are a new breed of facilities that are now available to single parents. They provide child care facility to single parents or parents who work and need someone to care for their child. Since the economic crisis, there has been a dramatic increase in the working parents and thus the requirements for day care centers are on the rise. According to the recent statistics there are around 70 % children who are under the care of Daycares. This has all been due to the increase in the working mothers. Earlier there were many families which had the father and mother both juggling their work hours with the time they spend with the taking care of the child. It was an easy job, but the current economic crisis has made employers more demanding as they are aware that there are many more talented and hardworking candidates who are willing to replace any time. Although many people look for low cost care for their children so as to save unnecessary expenses, but this is declining as such help is not much readily available with the rise of cost of living standards. Also, the need for economical day care centers is high on demand as the number of parents requiring the need for day care is increasing (NICHD, 2005). Earlier the day cares were more of a babysitting service that was available to parents, but since the increase in the working hours of parents which proportionally increases the time the child spends at day care, day cares have become grounds where the early development of child takes place and hence they have gained a lot of importance psychologically in the life of a child. Th e day cares now play a very important and prominent part in the child development. A modern daycare today teaches the child about things and skills that he will require as he grows up. In short, they equip the child to face the world as he steps out to walk to his first school. The main reason because of which the day cares have evolved such is that parents today have started demanding quality care and skill development in their child. The care requirement and need for skill development varies with the age of the child. A child with age two or younger needs special attention with respect to his/her health requirement, the food he will consume and the extent to which he needs exposure to the environment in general. Compared to this an older child needs necessary tools to develop his cognitive, spatial and verbal skills. He will need to learn to communicate with different people and will also learn as to how to socialize (Martin & Fabes & Fabes, 2006). Since the demand for the day car e is so high that there are many day care centers that re running today are unregulated ones and hence they hire anybody and everybody who applies to the vacancies. Many a times it has been observed that the nannies that work in such day cares have a past criminal record and thus it becomes a reason for parents to be very

MODERNITY VERSUS POSTMODERNITY Essay Example | Topics and Well Written Essays - 2000 words

MODERNITY VERSUS POSTMODERNITY - Essay Example The evolution of modern concrete and certain other building technologies have contributed to varied changes; thus design building has been and continues to be practiced in a more or less similar form in many states globally. Modernism architectures have become more coherent, a structured field containing a variety of equivalent strains and more pluralistic array of formal practices. Among the modern building design of the 20th century includes the MNCARS (Museo Nacional Centro de Arte Reina Sofia), the Sistine chapel, St Andrew's Cathedral, Sydney, which is a revival of gothic architecture, mosques, parliamentary building and many others. The idea of the avant-garde is considered as the hallmark and the beginning for novelty, which was distinctive from postmodernism architecture. The avant-garde comprehends itself as attacking indefinite territory, exposing itself to the threats of sudden, shocking encounters; conquering and as yet unoccupied future; thus the avant-garde must find aw ay in a scene into which no one seems to have yet ventured. Sistine Chapel One of the structural buildings of the 20th century is Sistine chapel, which is among the best and advanced acknowledged structural buildings for the apostolic fortress. ... Some of the painting styles employed by Michelangelo, which are on the ceiling, are among the utmost and notable works of the modern creative style ever created (Norberg-Schulz, 2000, p. 81). The frescoes of the Sistine chapel, which are mainly on the upper parts of the buildings especially on the ceiling and accompanying lunettes by Michelangelo, have been the issue for varied aspect of refurbishments. Sistine chapel has created spontaneous and shocking encounters to most people because of varied features and paintings, as well as, decorations of the buildings. The mystery that was gathered to reveal the contemporary issue was at formerly viewed as timely and timeless. For the aspect of timely, scholars explain that the faithful have higher complexity in accomplishing prayerful reminiscence and a sense of the existence of God. This is seen as a complex issue and a predicament that surrounds the holy or sacred structural designs. For the case of timeless, God never ceased to call hum anity to himself; thus he interceded through human history. There are varied realistic and grounded guiding doctrines that reflects upon the concerning aspect of vocation and mission of the structural designers in the church history. The sacred or holy scripture confirms that the purpose of architects and artists arose from the very aspect of God’s plan during the creation of the world; therefore, scholars beliefs that from the very beginning, the talents of architectures and artists have been shaped through a distinctive relation to the plan of God. From the sacred scriptures, God is seen as the divine architect and the first mission of God was to create a suitable place for man to dwell in or live and that was the Garden of Eden. Therefore, Sistine chapel is one of the sacred

Strategies for Building Business Success Essay Example | Topics and Well Written Essays - 2750 words

Strategies for Building Business Success - Essay Example This report stresses that this restaurant has grown in reputation over the years, and has gained popularity as a destination restaurant that can cater to business professionals and the local residents. The menu is though formal for this market segment, but the bar draws great rush. During this study it was evident that some customers came solely to sit at the bar, without any intent of dining in the restaurant. This paper makes a conclusion that the restaurant market is growing in Atlanta. It is therefore an obvious step on part of Zaika to expand the operations to target a bigger market segment and thereby increase the revenue. The top ten Atlanta restaurants have common two things: plush, trendy interiors and reasonably priced menus. Only one of them offered traditional food. And half of them were located in Midtown. Though the competitors are moving in the right direction, but Zaika is expanding on the basis of sound market research in the local market. Atlanta consumers are seeking diversity and new occurrence. Location is undoubtedly important, but so is environment and uniqueness. The marketing challenge is thus to stand out from major competitors, not only as an ethnic restaurant, but as one that offers consistently high quality food, menu variety, and a unique atmosphere. Maintaining the edge will depend partly on marketing not to forget a ‘delighting experience’ for th e customer at the restaurant.

Ambition in Macbeth Essay Example for Free

Ambition in Macbeth Essay Julius Caesar once said â€Å"When the gods wish to take vengeance on a man for his crimes they usually grant him considerable success and a period of impunity, so that when his fortune is reversed he will feel it all the more bitterly†. This quote directly reflects the problem with over ambition in effective all cases. Being over ambitious can bring someone to great heights but usually also leads to their downfall. In William Shakespeare’s Macbeth, the situation is no different. Macbeth, the protagonist in the play, is cursed with over ambition. This affliction brings him to great heights in his career however ultimately leads him to his downfall. Three main examples of Macbeths blind ambition go as follows. Near the beginning of the play Macbeth is awarded the title of the Thane of Cawdor by the late Kind Duncan after he managed to capture the previous thane on crimes of treason. Macbeth is temporarily content with his title but that was not to last. Upon his wife, named Lady Macbeth, receiving word of a prophesy regarding Macbeth becoming king she begins to hatch a plot to have Macbeth seize power from Duncan. Macbeth, hesitantly accepts the plot after much prodding from his wife by saying† I am settled, and bend up each corporal agent to this terrible feat. Away, and mock the time with fairest show: false face must hide what the false heart doth know. †(1.7. 89-93) This simply means that he must hide his true intentions from Duncan before he kills him. Shortly after his coronation, Macbeth begins to fell unsafe with his position. He feels the guilt bearing down on him at almost every moment in the day and he has trouble sleeping. He ponders the witches prophesy and realizes the next step that he must take. The witches stated that Banquo â€Å"Thou shalt get kings, though thou be none: So all hail, Macbeth and Banquo! †(1.3.70-71) Given this knowledge, Macbeth is worried that Banquo may overthrow Macbeth. He hires three murderers to go out and kill Banquo and his son Fleance. He says â€Å"Well then, now Have you considerd of my speeches? Know That it was he in the times past which held you So under fortune, which you thought had been Our innocent self: this I made good to you In our last conference, passd in probation with you, How you were borne in hand, how crossd, the instruments, Who wrought with them, and all things else that might To half a soul and to a notion crazed Say Thus did Banquo. † (3.1.80-90) By saying this, he basically pins all of their troubles on Banquo and thus giving them reason to kill him. The third and ultimately final example of Macbeths reckless ambition occurs when Macbeth has the family of MacDuff, one of his Thanes, killed to simply send a message to the people of Scotland that he was not to be trifled with. Coincidentally, the reason that spurred him on to do this and the reason MacDuff manages to convince Prince Malcolm are quite closely connected. MacDuff escapes to England to raise an army against Macbeth, upon arriving he is questioned by Malcolm who had escaped previously as to the reason for his arrival. The only thing that allowed MacDuff to convince Malcolm to do this for him was the furor he had mustered upon receiving word of his dead family. He exclaims: â€Å"O, I could play the woman with mine eyes And braggart with my tongue! But, gentle heavens, Cut short all intermission; front to front Bring thou this fiend of Scotland and myself; Within my swords length set him; if he scape, Heaven forgive him too! † (4.3.269-273) In conclusion, these three events had temporarily positive effects and long lasting extremely negative effects on Macbeth and ultimately leading to his death. He did not remain content with the title bestowed upon him by Duncan and instead strive after the title for king for himself. He sought to stop  the prophesy bestowed upon him by the witches by having Banquo killed but revealing his guilt afterward. Finally he had the family of a potentially opposing thane murdered to send a message to him. Unchecked ambition has been the bane of powerful men and women throughout history and nothing has changed in William Shakespeare’s Macbeth.

Colonization And Neo Colonization History Essay

Colonization And Neo Colonization History Essay Colonization is the extension of political and economic control over an area by a state, whose nationals have occupied the area and usually possesses organizational or technological superiority over the native population. MOTIVES OF COLONIZATION: Colonization has occurred through out the history in Europe. Three most influential colonizers work British, Spanish, French. These three countries had three basic motives: Material gain Desire to spread religion. Desire expend territory. Using these motives they created long term effects in the culture religion and economy of areas that they colonize. EARLY COLONIZATION: As early as the 10th cent. B.C., the Phoenicians founded trading posts throughout the Mediterranean area and later exercised political dominion over these commercial colonies. The Greeks, from a desire for wealth or as a result of the expulsion of a political faction or the defeated inhabitants of a city, established colonies in Asia Minor and Italy, spreading Hellenic culture and stimulating trade. BIGGEST COLONIZATION OF HISTORY: Colonization of India Colonization of Africa Colonization of America COLONIZATION IN AFRICA: From the seventh century, Arab trade with sub-Saharan Africa led to a gradual colonization of East Africa, around Zanzibar and other bases. After that Africa remained colonized under French, British Portuguese. French established equality, interracial marriages, rights support. British didnt support equality they considered others lower didnt liked it if they adopted British culture. Portuguese allowed interracial marriages but considered blood related Portuguese as superior Finally struggle was made by Africans to gain independence get rid off colonization. COLONIZATION IN AMERICA During the sixteenth century the work of colonizing America was left almost entirely to the people of Spain. Colonies were established on the coasts of South and Central America. in 1519 Cortez began that memorable expedition which soon subjected the Aztec empire of Mexico to his sway. In a comparatively short time the whole of western South America from the lower boundary of Chili to the Caribbean coast was Spanish territory. COLONIZATION IN INDIA : When the British colonize India they modernized and make conveniences only for themselves. India suffered, destruction of education system, economies ancient monuments and lively hood of people. Living standards, sanitation, water resources and other facilities were barely provided. The East India Company established trading posts on different parts along the India coast. IMPACT OF COLONIZATION SELF IMAGE IDENTITY: New cultures religion was introduced but tradition culture was destroyed. Example : British brought English language but destroyed traditions. DECISION MAKING LEADERSHIP: Colonization weakens decision making leaders. Example: Tribal leadership system in Africa was destroyed. RIGHTS: No equality or rights were given to the natives. Example: Indians were forced to labor on constructions of road buildings but were kept from benefiting from such. WEALTH RESOURCES: Exploitation of resources occurred. Example: Tons of silver gold were transported from America to Spain. Similarly British took valuable jewels from India etc. NEO COLONIZATION: As long as imperialism exists it will, by definition, exert its domination over other countries. Today that domination is called neocolonialism.   Che Guevara,  Marxist  revolutionary, 1965 Neo Colonization is used for the exploitation rather than for development of less developed parts of world.   Kwame Nkrumah, who in 1957 became leader of newly independent  Ghana, was one of the most notable figures to use the term. HOW NEO-COLONIZATION OCCURS TODAY: The essence of neo-colonialism is that the State which is subject to neo colonization is in theory, independent and has all the outward trappings of international power. In reality its economic system and thus its political policy is directed from outside. METHODS AND FORMS OF NEO COLONIZATION: In an extreme case the troops of the imperial power may occupy the territory of the neo-colonial State and control the government of it. More often, however, neo-colonialist control is exercised through economic or monetary means. Control over government policy in the neo-colonial State may be secured by payments towards the cost of running the State and by monetary control over foreign exchange through the imposition of a banking system controlled by the imperial power. RESULT OF NEO COLONIZATION: The result of neo-colonialism is that foreign capital is used for the exploitation rather than for the development of the less developed parts of the world. Investment under neo-colonialism increases rather than decreases the gap between the rich and the poor countries of the world. STRUGGLES AGAINST NEO COLONIZATION: The struggle against neo-colonialism is not aimed at excluding the resources of the developed world from operating in less developed countries. It is aimed at preventing the financial power of the developed countries being used in such a way as to weaken the less developed. EXAMPLE: Non-alignment, as practiced by Ghana and many other countries, is based on co-operation with all States. Such a policy, therefore, involves foreign investment from capitalist countries, but it must be invested in accordance with a national plan drawn up by the government of the non-aligned State. NEO COLONIZISM A THREAT: The growth of nuclear weapons has made, the old-fashioned balance of power out dated. Historically the mutual mass destruction prevented countries from threatening each other. But now the case is different. Rich and technologically developed countries aim to have better and more dangerous nuclear power, whereas poor countries may be low at these resources and may not be able to compete with the richer developed states. The evil of neo-colonialism is that it prevents the formation of those large units which would make impossible limited war. To give one example: if Africa was united, no major power community would attempt to control it by limited war. Neo-colonialism is also the worst form of imperialism. For those who practice it, it means power without responsibility and for those who suffer from it, it means exploitation without redress. In the days of old-fashioned colonialism, the imperial power had at least to explain and justify at home the actions it was taking abroad. In the colony those who served the ruling imperial power could at least look to its protection against any violent move by their opponents. With neo-colonialism neither is the case. Neo-colonialism is based upon the principle of breaking up former large united states into a number of small non-viable States which are incapable of independent development and must rely upon the former imperial power for defense and even internal security. THE DIFFERENCE BETWEEN THE OLD IMPERIALISM [COLONIZATION] AND THE NEW GLOBALIZATION PROCESS [NEO COLONIZATION]: In old colonialism you at least knew who your enemy was, you felt the knife on the back. You knew what had to be done if you wanted a better life. In globalization you are captive and unaware. When the prisoners are unaware of their chains then its hopeless. The US is freely threatening other countries. After Iraq war, nearly 2.5 million people are out of their country, one million plus have been killed, 75% are without electricity and drinking water. In the U.S. it has touched the lives of African-Americans who have had lives caught in street violence and are fighting for their lives. Suddenly Islam comes to them and they find peace, dignity and a faith they can believe in. The underlying value of globalization is material. In this proliferation of unnecessary necessities, as Mark Twain said, result in the enrichment of the rich and the greater impoverishment of the poor, in every country. Globally, the numbers of the poor are increasing fast, the concentration of wealth is greater. That is an unlivable position. The U.S. governments need for an enemy, its search for new enemies is really a way of uniting the country, covering its real motives and appealing for patriotism that is called the last refuge of the scoundrel. Patriotism is not the real motive. The real motive is domination and exploitation, and to get away with it you have to have a rallying ground, an enemy. That is where the military comes in. The U.S. spends more on arms than all other countries combined.

Soda bottle rocket :: essays research papers

Soda bottle rocket Purpose The students will investigate the effect of the rocket length upon the distance of flight. The students will also investigate the mass upon the distance flight. Background The students will proof Newton's third law of motion states that for every action there is an equal and opposite reaction. Newton's third law also applies to rockets. A rocket gets its lift from the gases pushing out of its tail. The force of the rocket pushing on these gases is the action force. The gases exert an equal but opposite force on the rocket, which forces the rocket up, this is called the reaction force. According to the original guide sheet, the two items NASA will be evaluating the rocket on will be distance flown and time aloft. A two liter bottle with a cone and fins. The time is measured by seconds that the bottle flays, starting when it lives from the launch pad until it rites the ground. The distance is how far it flew. The motion will be projectile. The average velocity will be the total distance of rocket sting measured. The average speed will be the total distance of rocket flight measured in meters and total amount of time aloft measured in seconds. The altitud e will be measured by an altimeter. The acceleration will speed up and change direction. The force can be the gravity. The kinetic energy will be the mass and velocity. The potential energy on the launch pad. Newton’s first law is about the state of motion of an object does not charge as long as the net force acting on the object is zero. His second law is about the acceleration of an object is equal to the net force acting on it divided by the object’s mass. Newton’s third law is whenever one object exerts a force on a second object, the second object exerts an equal and opposite force on the first object. The momentum is mass Ãâ€" velocity. The kinetic energy is the mass Ãâ€" velocity. Momentum is a property of any moving object. For a slow moving object it is given by the mass times the velocity of the object. For an object moving at close to the speed of light this definition gets modified. The total momentum is a conserved quantity in any process. Weight is the vertical force exerted by a mass as a result of gravity.

The Blue Whale Essay -- essays research papers

The Blue Whale   Ã‚  Ã‚  Ã‚  Ã‚  Balaenoptera Musculus, or the blue whale, is the largest mammal in the world. This enormous mammal can grow to be 110 feet long and weigh as much as 190 tons. That's longer than two city buses and the total weight of 30 elephants. This giant is powered by a heart the size of a taxi-cab. The blue whale's of the Antarctic grow larger than those of the Northern Hemisphere. Also, the females tend to be slightly larger than the males of the same age. These mammals are bluish-gray in color, with some paler spots. Algae tends to accumulate on their bellies causing a yellowish or mustard color. It has a mottled appearance with a broad, flattened U-shaped head. Fifty to ninety throat grooves run from the mouth to the belly. Instead of teeth, blue whales have 270 to 400 black baleen plates on each side of their mouths. These plates are about forty inches long and twenty-two inches wide. The blue whale has a tiny, stubby dorsal fin set far back on its body. It has a 20 foot wide, slightly notched, triangular flukes, which is propelled by an extremely thick tail stock. The flippers on this creature are long and slender, and are about one-seventh of the whale's body length. The blue whale's most prominent feature is its exceptionally fleshy splashgaurd, which surrounds the blowholes at the front and sides. This whale spouts a single slender jet that soars forty to fifty feet high.   Ã‚  Ã‚  Ã‚  Ã‚  The blue whale has very poor eyesight, no sense of smell, and has no sense of taste. However, the blue whale does have well-developed senses of touch and hearing. This large mammal has a life span of about eighty years.   Ã‚  Ã‚  Ã‚  Ã‚  At this time there is not too much known about the blue whale's behavior. Blowing and diving patterns vary according to the whale's activity. The blue whale blows every ten to twenty seconds for a total of two to six minutes, when relaxed, and then dives. They usually stay submerged for five to twenty minutes, but can stay under for up to 40 minutes. Blue whale's usually dive to around 490 feet, but can go deeper if need be. When swimming slowly, the whale rises at a shallow angle. He blows as soon as the head begins to brake the surface. The head disappears below the surface and a long expanse of the back rolls into view. The dorsal fin normally appears some time after the... ...ws about blue whales coming from the rest of the world's oceans. California waters may now represent some of the most critical large whale habitats in the world. Bibliograpghy 1.  Ã‚  Ã‚  Ã‚  Ã‚  Boitani, Luigi and Bartoli, Stefania 1983. Simon and Schuster's Guide to Mammals. NewYork: Simon & Schuster Inc., p.237. 2.  Ã‚  Ã‚  Ã‚  Ã‚  Singing Blues for the Blues. U.S. News and World Report, July 3, 1989 vol 107, n 1; pp.8 and 9. 3.  Ã‚  Ã‚  Ã‚  Ã‚  Leatherwood, Stephen and Reeves, Randall 1983. The Seirra Club Handbook of Whales and Dolphins. San Francisco: Seirra Club Books, pp. 47-51. 4.  Ã‚  Ã‚  Ã‚  Ã‚  Sattler, Helen Roney 1987. Whales, the Nomads of the Sea. New York: Lothrop, Lee and Shepard Books; pp. 17, 28, 62-63. 5.  Ã‚  Ã‚  Ã‚  Ã‚  Carwardine, Mark 1985. Whales, Dolphins, and Porpoises. New York: Dorling Kindersley Publishing, Inc., pp.68-71. 6.  Ã‚  Ã‚  Ã‚  Ã‚  Lockley, Ronald M. 1979. Whales, Dolphins, and Porpoises. NewYork: W.W. Norton and Co., Inc. p. 88. 7.  Ã‚  Ã‚  Ã‚  Ã‚  Baskin, Yvonne. Blue Behemoth Bounds Back. Bio Science, October 1993, vol 43, n 9; pp. 603-606.

The Supreme Court Essay -- Supreme Court Governmental Congress Essays

The Supreme Court At the apex of our federal court system stands the United States Supreme Court. It stands as the ultimate authority in constitutional interpretation and its decision can be changed only by a constitutional amendment. Two documents are responsible for its creation which is the Constitution, which explicitly creates the Supreme Court, and the Judiciary Act of September 24, 1789. The Supreme Court is the only court named in the constitution laying out the Courts basic jurisdiction, identifying the mode of selection and tenure for justices. Under Article III, Section 1 of the Constitution provides that "[t]he judicial Power of the United States, shall be vested in one Supreme Court, and in such inferior Courts as the Congress may from time to time ordain and establish." Article III establishes the Court as the chief authority of the judicial branch making it equal to the executive and legislative branches (Lieberman, 2003, p 3). The Judiciary Act of 1789 not only set up the federal court system and used the Court’s jurisdiction under the Constitution as a basis for granting it broad powers that are recognized everywhere. According to Abraham (1983), â€Å"There is no gainsaying the importance and the majesty of the most powerful of courts, not only in the United States, but the entire free world (p. 19).† The French political observer Alexis de Tocqueville noted the uniqueness of the Supreme Courts in the history of nations and jurisprudence. He stated, â€Å"The representative system of government has been adopted in several states of Europe, but I am unaware that any nation of the globe has hitherto organized judicial power in the same manner as the Americans. . . . A more imposing judicial power was never constituted by any people (qtd in Abraham, 1983, p. 27). Issues as the number of justices, their qualifications and their duties have been settled by law and tradition rather than being specified in the Constitution (Baum, 1992, p. 13). The Courts composition was addressed in the Judiciary Act of 1789 under Section 1 stating â€Å"That the Supreme Court of the United States shall consist of a chief justice and five associate justices. . . â€Å". The number of justices changed several times during the Courts first century. A number of changes were to the number of justices after the Judiciary Act of 1789 in part to accommodate the justices’ duties in... ...embers are crucial in affecting the interpretations of the Constitution and important amendments relevant to citizens (Champion, 2003, p. 203). References Abraham, H. (1983). The Judiciary: The Supreme Court in the Governmental Process (6th ed). Newton, MA: Allyn and Bacon Inc. Baum, L. (1992). The Supreme Court. (4th ed). Washington, DC: Congressional Quarterly Inc. Champion, D. (2003). Administration of Criminal Justice: Structure, Function and Process. New Jersey: Prentice-Hall. Lieberman, J. Supreme Court of the United States. Microsoft ® Encarta ® Online Encyclopedia 2003. Retrieved 22 September from the World Wide Web: http://encarta.msn.com Supreme Court Cases. Retrieved 17 September 2003 from the World Wide Web: http://www.findlaw.com/casecode/index.html The History of the Supreme Court. Retrieved 12 September 2003 from the World Wide Web: http://supreme.lp.findlaw.com/supremecourt/supcthist.html Van Dervort, T. (2000). American Law and the Legal System: Equal Justice under the Law. (2nd ed). Albany, NY: West Legal Studies Zalman, M. (2002). Criminal Procedure: Constitution and Society. (3rd ed). New Jersey: Prentice Hall.

Consumer Attitude Toward Green Marketing

LITERATURE REVIEW Some literatures were reviewed in the course of this study. These include the previous researches which are as: 1. Sourabh Bhattacharya (2011) conducted research on â€Å"Consumer Attitude Towards Green Marketing In India†. According to him, Marketing is the process which begins with identifying the needs of the consumer and further includes product development, delivering products to the consumer and providing after sales service. The conventional marketing process is not specifically concerned or bothered about environmental safety.The contemporary green marketing concept, on the other hand, analyzes, ecological compatibility of the product. It emphasizes on the formulation of marketing strategies in conformation with environmental safety or protection. Conventional marketing paid little attention to the pollution caused to the environment from the actual usage of the products, the raw materials used in manufacturing or from the packaging materials used. Co nventional marketing concentrated on profit taking, while green marketing maintains the philosophy that doing business for a longer period is not possible without protecting the environmental.He concluded that the green marketers in India should carry out heavy promotional campaigns, because a majority of the Indian consumers are not sure about the quality of the green products. They are indecisive whether to pay premium for purchasing green products. They are highly suspicious regarding the real greenness of the eco-friendly products and tend to search for more information before buying. All these have a negative impact on the success of green marketing in India. Therefore, the green marketers must do heavy promotion, so that the target customers are convinced about the qualitative aspects of the green products.This is very important as the Indian consumers are in general price-sensitive and green products are costlier. If they are not convinced with the quality of the green produc ts, they remain suspicious and will not be willing to pay premium. 2. Meenakshi Verma & Anuj Verma (2011) conducted research on â€Å"Green Marketing-Strategy & Scope Of Growth In Indian Market†, According to him, Green marketing is the marketing of products that are presumed to be environ mentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production rocess, packaging changes, as well as modifying advertising. Green products balance environmental compatibility with performance, affordability, and convenience. They are typically durable, non-toxic, recyclable, and are often made from recycled materials. Green products have minimal packaging, and should carry low environmental impact. Green marketing not only focuses on advertisements and promotion of products with environmental characteristics, but it pervades all the activities of designing, production, packaging and promoting greener products. Green ma rketing thrives of the underlying philosophy ‘Reduce, Reuse, and Recycle.It was concluded that as the demand for green products undoubtedly exist in growing economies, Green marketing provides an opportunity to the companies to increase their market-share by introducing eco-friendly products. Stricter environmental regulations across the world, growing consumer preference for eco-friendly companies, and the inherent cost advantages in lowering toxic waste are encouraging industries big and small to clean up. The research has revealed that awareness level among the consumers is pretty high and they are willing to adopt green products.However, the manufacturers need to improve the quality of the product and its after sales service. The consumers are concerned about the global warming and majority of them believe that green products shall help in reducing this cause however they are not overly committed to improving their environment and may be looking to lay too much responsibil ity on industry and government. Though it’s the responsibility of the firm to produce products, which are having minimum impact on the environment, but ultimately it’s the consumer who is having responsibility to use eco-friendly products. 3. Dr.Priyank Azad (2011) wrote an article â€Å"Green Marketing: The Innovative Mantra of Marketing†. This article discusses the notion of green marketing, its initiatives, challenges and probable strategies as conclusion. The mounting awareness about/on disturbed ecological balance and environmental consciousness has changed the behavioral patterns both in the individuals and business across the world. The apprehension towards global warming, harmful pollutants, non-biodegradable sold waste has sharply risen in the past decade. Now is the time of recyclable, non-toxic and environment-friendly green products that can help in preserving our nvironment and keeping it healthier. This has led the marketers to take a shift in prac tices and incorporates the concept of ‘Think Green’. The term ‘sustainability’ has become the keyword of this competitive era. As the resources are scarce and human wants are infinite, this broadening gap has augmented the interest among the consumers all over the world regarding fortification of environment. This increasing awareness and environmental consciousness has transformed the behavioral blueprints both in individuals and businesses.Now there is an era of recyclable, non-toxic and environment responsive green goods. This led to green marketing which speaks of mounting market for sustainable and socially accountable products and services. It contains a wide range of tasks such as product adjustment, transforming the production process, changed advertising, modifications in packaging, etc. , that aims at reducing the harmful impact of products and their consumption and disposal on the environment. Despite this world awareness, there are numerous pote ntial challenges and issues that are required to be surmounted. . Andrew Franklin Prince, Reuban Jacob and Jerrin M Philipose (2011) conducted a study on â€Å"Green Marketing: Recaliberation and Disposal of Exhausted Product Earns for Itself†. In this era of technologically-advanced educated world, products developed considering ecological aspects have more mileage than the regular products. Consumers’ awareness of proper disposal of exhausted products is need of the hour. The products demanded by the customers could be recaliberated to be used further as homogeneous or differentiated products.Meanwhile, the products which cross the bar of recaliberation could be disposed by the manufacturer. However, product disposal, is yet to find a prominent ground in India. The culture of corporate organizations trying to bag the sensible customers by providing the right kind of product with a tag line of ‘eco-friendly’, has just kick started. At this juncture one ma y think, is Corporate Social Responsibility (CSR) a good initiative only in papers? It was concluded that the strategy could bring revelation in the market. It is high time that we emphasize on the concept that â€Å"marketing begins and ends with manufacturer†.This however would need the background support of customers as well as policy makers for the effective implementation of the strategy. The flow of demand is expected to develop the customers’ buying preference for particular manufacturers who are following this strategy. Brand building effort could also be practiced to the maximum. The era of green market could be enhanced to the utmost. The waste in the Mother Nature will be minimized in the coming era, which shall provide better products for the better customers. Thus, providing recaliberation and disposal will earn itself for the company. 5.Deeksha Dave & Kartik Dave (2011) conducted a study on â€Å"Environmental Management Practices In The Hospitality Indu stry†. With their massive resource consumption and waste generation, big hotels quite literall function and pollute like a mini city. Hotels consume resources like energy, water, food, paper and pollute the environment in the form of smoke, noise and chemical pollutants. Keeping the above issues in view, the industry has come forward to save the environment and is playing a major role in environment protection by developing awareness and adopting environmental friendly practices.Since hotels occupy a central place in the tourism industry and its development does impact the environment considerably, it is believed that hotels should be more proactive in their managerial response concerning environmental performance. Keeping this in mind the study explores the environmental management practices among hotels operating in Udaipur. The results have shown that although hotel companies are concerned with environmental management issues, many are not proactive enough in their response s and prefer to only take management initiatives that have considerable financial benefits for their business.Focus has been mainly on cost-cutting management measures such as minimizing energy use and water conservation as this contributes directly towards a hotel’s profitability. 6. Dr. Ashish Chandra, Anoop Pandey and Navneet Kaur(2010) conducted a research on â€Å"Green Marketing: A tool to combat Environmental Challenges†. In this paper, the authors had taken a little attempt to academically examine environmental and green marketing issues and gray areas.This article introduces the terms and concepts of green marketing, briefly discuss why going green is important and also examine some of the reasons that organizatios are adopting a green marketing philosophy. He concluded that a successful marketer is one, who not only convinces the consumer, but also involves the consumer in marketing his products and delivering the services. Green marketing should not be consi dered as just one more approach to marketing, but has to be pursued with much greater vigor, as it has an environmental and social dimension to it.With the threat of global warming looming large, it is extremely important that green marketing becomes the norm rather than an exception or just a fad. Recycling of paper, metals, plastics, etc. , in a safe and environmentally harmless manner should become much more systematized and universal. It has to become the general norm to use energy-efficient lamps and other electrical goods. 7. Sunita Dahiya, Dr. Amita Charan & Vijay Kumar (2010) conducted a research on â€Å"Green Marketing, Emission Trading and Carbon Crediting In India†.Changing trade pattern, global recession, financial crisis, stock fluctuations, corporate governance, corporate laws, and many other upcoming global challenges are truly difficult to manage for corporate, environmentalists, economists, experts, manufacturers and even administrators at the top. Ecologist s, economists and financial planners are continuously debating for global sustainable development and steady economic growth. Most of the intellectuals and eminent personalities are releasing it is a right time to become â€Å"Globally Green† and protect environment by reducing pollution and emission.It was concluded that green marketing covers more issues than a firm’s marketing practices only. Green marketing is a requirement for our survival on this earth. India can set standards for others to lead in the area of carbon crediting and trading. From decades we are exploiting natural resources but now because of natural calamities: like global warming, Acidic rains, Tsunami, Earthquakes, floods, Drought and green house gases, we are realizing importance of green marketing.Globally there are number of environmental trading markets as have been explained above which provide for balance in period of environment and effect corporate competitiveness and profitability in ter ms of standards and final finished products. 8. Oyewole, P. (2001). Social Costs of Environmental Justice Associated with the Practice of Green Marketing. Journal of Business Ethics, 29(3), Feb, pp. 239-252. This paper presents a conceptual link among green marketing, environmental justice, and industrial ecology. It argues for greater awareness of environmental justice in the practice for green marketing.In contrast with the type of costs commonly discussed in the literature, the paper identified another type of costs, termed ‘costs with positive results,' that may be associated with the presence of environmental justice in green marketing. A research agenda is finally suggested to determine consumers' awareness of environmental justice, and their willingness to bear the costs associated with it. 9. Merilanen, S. , Moisander, J. & Personen, S. (2000). The Masculine Mindset of Environmental Management and Green Marketing. Business Strategy and the Environment, 9(3), pp. 51-162 . Environmental management systems and green marketing programmes have gained increasing popularity in western market economies. They are viewed as cost-efficient, effective and just means of tackling problems associated with the impact of economic activity on the environment. It is argued in this article, however, that these optimistic views are based on a number of ideas, images and metaphors that retain many androcentric and inadequate assumptions about self, society and nature that may be incompatible with long-term environmental protection goals. 0. Prothero, A. & Fitchett, J. A. (2000). Greening Capitalism: Opportunities for Green Community. Journal of Macromarketing, 20(1), pp. 46-56. In this paper, the authors argue that greater ecological enlightenment can be secured through capitalism by using the characteristics of commodity culture to further progress environmental goals. The authors reject both naive ecological romanticism and revolutionary idealism on the grounds that they fail to offer any pragmatic basis by which greater environmental responsibility can be achieved.Drawing on the now well-established theoretical tradition of post-Marxist cultural criticism, the authors offer a conceptual justification for the development and implementation of a green commodity discourse. For this to be achieved and implemented, prevailing paradigms regarding the structure, nature, and characteristics of capitalism must be revised. Marketing not only has the potential to contribute to the establishment of more sustainable forms of society but, as a principle agent in the operation and proliferation of commodity discourse, also has a considerable responsibility to do so. 11.Prothero, A. (1998). Green Marketing: The ‘Fad' That Won't Slip Slide Away. Journal of Marketing Management, 14(6), July, pp. 507-513. The author introduces several papers discussed in the July 1998 issue of ‘Journal of Marketing Management' focusing on green marketing. This includ es; a citation of the need to review existing literature on green marketing, an empirical study of United States and Australian marketing managers, a description of what a green alliance look like in practice in Great Britain, ecotourism and definitions of green marketing. 12. Kilbourne, W. E. & Beckman, S. C. (1998).Review and Critical Assessment of Research on Marketing and the Environment. Journal of Marketing Management, 14(6), July, pp. 513-533. This paper provides a review and categorization of the environmentally related research published in the major English language marketing journals over the period from 1971 to 1997. It traces the development from the early research which focused predominantly on the characterization of the â€Å"green† consumer, conceptualization of environmental consciousness, environmentally related behaviours such as recycling, and attitudes towards environmental problems such as pollution.This was followed by a period in which energy conserva tion, legislation, and public policy issues were added to the agenda which remained predominantly managerialist in perspective. While the same issues were studied within the 1990s, the research agenda was expanded again to include broader issues such as environmental values and institutions. Most recently, the macro issues of sustainable marketing and its relationship to the dominant social paradigm have been introduced into the literature.The paper concludes by arguing that the examination of the macro issues from an interdisciplinary perspective is necessary for further development of marketing thought in this area, and that a synthesis of the macro and micro perspectives is necessary for effective and enduring public policy regarding the marketing/environmental relationship. 13. Walker, R. H. & Hanson, D. J. (1998). Green Marketing and Green Places: A Taxonomy for the Destination Marketer. Journal of Marketing Management, 14(6), July, pp. 623-640.This paper highlights and discuss es green/environmental implications and imperatives associated with destination marketing as distinct from those related to product and services marketing. A comparative taxonomy has been developed to illustrate these, and to provide a framework for discussing their relevance, with reference to the particular case of Tasmania as a tourism destination. 14. Kilbourne, W. E. (1998). Green Marketing: A Theoretical Perspective. Journal of Marketing Management, 14(6), July, pp. 641-656. The author discusses the failure of green marketing to move beyond the limitations of the prevailing paradigm.While there are nascent macro developments in marketing thought that might lead to a truly green marketing considering sustainability, holistic thought, and the limitations of the prevailing paradigm, they remain thus far on the periphery of the discipline. This will remain so until a broader, multi-disciplinary approach incorporating the multiple dimensions of the DSP is developed. The author ide ntifies areas that must be examined for their effect in the marketing/environment relationship, namely economic, political and technological dimensions of the cultural frame of reference. 5. .Fisk, G. (1998). Green Marketing: Multiplier for Appropriate Technology Transfer? Journal of Marketing Management, 14(6), July, pp. 657-677. The effectiveness of â€Å"reward and reinforcement† strategy used in marketing activity is compared to a strategy of â€Å"mutual coercion mutually agreed upon† as a means for accelerating acceptance of environmentally appropriate production and consumption technologies. The risk and reward consequences of green marketing tactics are traced to identify their implications in pursuing globally sustainable development.Together, reward and reinforcement strategies and coercive regulatory activities are more promising for attaining sustainable development than either one alone. 16. Grove, S. J. & Fisk, R. P. (1996). Going green in the Service Sec tor. European Journal of Marketing, 30(5), pp. 56-67. The authors attempted to bring attention to the general and pervasive exclusion of service industries from discussions of green marketing practices. They explore why circumstance may exist, and provided arguments to support the adoption of environmental practices by services providers.Also in trying to identify how the service sector can contribute to the preservation of the environment, a greening of services matrix was presented. This matrix was designed to demonstrate through hypothetical examples the many ways that service industries can reduce, reuse or recycle resources, either collectively or individually, and thereby embrace the green initiative. Finally, the authors submitted a total quality/ benchmarking approach as a means by which services organizations may adopt environmental practices. 17.Menon and Menon (1997) Green marketing is a phenomenon which has developed particular import in the modern market. This concept h as enabled for the re-marketing and packaging of existing products which already adhere to such guidelines. Additionally, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green-friendliness of some while ignoring that of others. Such marketing techniques as will be explained are as a direct result of movement in the minds of the consumer market.As a result of this businesses have increased their rate of targeting consumers who are concerned about the environment. These same consumers through their concern are interested in integrating environmental issues into their purchasing decisions through their incorporation into the process and content of the marketing strategy for whatever product may be required. 18. Banerjee, S. , Gulas, C. S. and Iyer E. (1995). Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 24(2), 21-32.This paper discusses how businesses have increased their rate of targeting green consumers, those who are concerned about the environment and allow it to affect their purchasing decisions. The paper identifies the three particular segments of green consumers and explores the opportunities businesses have with green marketing. The paper also examines the message of green marketing and describes the deceit of ‘green washing'. The paper considers three green campaigns of the New Leaf Paper Company, the Courier Corporation and Clorox bleach and concludes that green marketing is something that will continuously grow in both practice and demand.

Hills Like White Elephants Essay

In the story â€Å"Hills like White Elephants† the vague dialogue conveys an allusive tone, in order to be represented correctly the author puts more emphasis in the character’s interaction with the setting. The setting is at a stopping point before their final destination. The dialogue mainly transpires throughout between the Girl and the American. This story is based around a vague dialogue, but is filled with the observations of the setting in order to express the pressure, significance, and opinions upon the subject at hand. In order grasp these messages, the reader interprets through the vivid imagery that is depicted by the author.The style of writing conveys this picture with an intended amount of clarity to leave the rest up to the reader to elucidate. This clarification is necessary in order for the reader to truly grasp the decision at hand and the weight of it as well. A metaphorical aspect of the setting is the â€Å"Elephant in the Room [2]†. This im plies that there is a subject that no one truly wants to discuss, and is left there to fester within the subconscious of these two characters until they have finally reached their decision. Another extended metaphor throughout the story is â€Å"†¦Like White Elephants†.This symbol can be interpreted as a great gift given to a person, but it is also a heavy burden that most would not desire. At this time they are having the discussion on whether or not to have an â€Å"Operation†. There are four main aspects of the setting that reflect upon the tone. The first are the hills mentioned in the beginning of the story. The second is the isolation between the two characters within the train station, and this is mainly because of it’s opposition to the tone, The first part of the setting that is mentioned is the hills along the Ebro Valley that from their perspective has no shade or trees.The absence of shade represents the blatant manner of how the American goes a bout convincing the girl in this story. Over and over again he promises happiness if she agrees. The trees represent life she is considering having. The absence of shade also shows why there is an absence of trees. As the â€Å"sun† overwhelms the â€Å"trees† they start to wither away. For example, later in the story as another form of persuasion he says â€Å"I don’t want you to do it if you feel that way [1]† in order to coax her in to making the decision he wishes for without making it seem that he had any influence with it.This displays the American’s true intention to rid Jig and himself of the baby. The lack of shade may also symbolize the lack of thought the girl goes through for the American’s suggestions. For example, the girl does not speak Spanish and therefore relies on him in order to get her a drink, and after that she also asks him if a drink is good with water claiming that she couldn’t decide this on her own. Her dep endency on the American in these situations indicates how reliant she is on him. This is an example of why she is so incapable of making such heavy decision.The second significant aspect of the setting is the Train station. The statement â€Å"the station was between two lines of rails in the sun. [3]† this has two significant observations. The first is the fact that the station is between two lines. This means that the conversation and the two’s relationship is at a â€Å"Stop† or a crossroad. At this point they are to make an important decision about whether or not to keep the baby. In this story you’ll notice the dialogue of the girl sounds somewhat ambivalent due to the way her decision sways back and forth. This is a prime example of why.What she sees on that side ultimately depicts the choice she is about to make. For example; in the story the reader may notice that there are â€Å"no trees† along the hillside. Later in the story the American is still busy trying to convince and then she gets up and she walks to the other side of the station she notices fields of prospering vegetation full of life alongside a flowing river whose viscosity emphasizes the idea of moving forward. These enticing promises from the American paired with the barren valley are dwarfed by the cornucopia of life seen within the field on the other.The juxtaposition between the two sides represents the heaviness of the choice on whether to give life or take it. The second tone-related characteristic of this station was the drinking between the American and the girl. As the girl and the American sat, she asked him what they should drink the American suggested alcohol. The beer was a way of escaping the serious discussion the two were trying to avoid. The alcohol was a method of getting around the â€Å"Elephant in the Room† with such dry small talk as â€Å"The beer is nice and cool [4]† or â€Å"They look like white elephants†¦.. I`ve never seen one†¦no you wouldn’t have [5]†.The girl points out that this routine of â€Å"look at thing and try new drinks? [6]†has grown tiring. This is the first change in her mood that is noticed, but after this small inquiry she recedes into her submissive nature continues this throughout most of the story. The third aspect of the setting that expresses the allusive tone is the juxtaposition between the two sides of the valley. This is another example of the reader relying on the setting in order to understand the representation of the tone. One of the sides features long white hills that resemble white elephants and are without shade or any trees.White Elephants are a symbol of burden, which anyone would normally abhor from. This mainly represents the American’s view on how this pregnancy will affect the two of them and how they’ll live. He states â€Å"We`ll be fine afterwards [7]† and â€Å"That’s the only thing that bothers us. [8]† in order to convince her about the positive things that will come out of this operation. The girl later retracts the statement about the hills looking like white elephants but states â€Å"They’re lovely hills†¦.. They don’t really look like white elephants. I just meant the coloring through the trees. 9]†. This portrays a sudden change within the girl; from being very submissive to what the American suggests (Reason why she sees the hills without trees and lifeless) to questioning the reason for avoiding the true matters at hand (Reason she now sees flaws in his logic and starts form optimistic views about how the baby should not have an effect on how their relationship functions. ). The trees on this side of the station ultimately resemble the life she can hope for, but the other side of the station represents a promise of homogenous happiness.This side is showcases the joys of not having to worry about the â€Å"One thing that mak es unhappy†. The fields of grain and the river appeared to represent the progress that the American promised. While the girl stares into this auspicious land a cloud’s shadow is cast upon it. This shadow foretells the future that land that would prosper will have the shadow’s influence over, meaning the American will most likely take over her will and rid her of independent thought. Moreover there have already been examples of her relying on him for the simple decisions, and taking his desires as a primary concern instead of her own.The fourth aspect setting that reflects the allusive tone is the train. This part of the story conveys a sense of pressure to the story since it occurs within a time period of 40 minutes. Also since this in an unpopulated train station the sense of isolation also has an effect on the characters. This sense of isolation forces them to face the â€Å"Elephant in the Room† no matter how much they want and they must face it within the time frame. In order to avoid â€Å"talking with her† or communication between each other he speaks to her as if his attention was omewhere else. This explains why the American’s compelling reasoning is being heard over and over again. It’s mainly because he wants her to see his view and submit to his â€Å"Suggestion†. Once his suggestions fail he entices her with promises of affluence in the future by showing her the land and saying all this could be ours. The girl once again falls under the pressure of the time frame she has to make the choice and looking for relationship security, but after her acceptance of this the American perseveres with his insistence.In response the asks for silence or otherwise she’ll scream, this symbolizes the need for seclusion in order to steal away from the constant battering and pressure of another’s thoughts. The Woman then comes out with more alcohol in order to break the tension, also adds more pressu re by saying â€Å"The train comes in five minutes. [10]†. Instead of reiterating his last point he decides to take the heavy bags to the other side of the station, and when he comes back he decides to sit at the bar instead of the table with the Girl. He asks her if she felt better now and she replies with â€Å"I feel fine†¦.There’s nothing wrong with me. I feel fine. [11]† This tells us that she has resolved the issue by herself and is ready to continue with what she desires. In conclusion, we see that the different parts of the setting portray different methods of expressing their decision due to the lack of direct dialogue. Through things such as scenery like the hills; the change in how she sees them represent how her forms and has changed from when the story started. It has also been depicted through how the different sides of the train station juxtapose one another.On one side prosperity and promising futures are seen, but on the other side the deso late, dry, and lifeless hills promise nothing but a lack of progression. Another way the train station represents the tone is the change in what the girl sees alongside the hill as she abjures her previous statement and restates the hills no longer seem like white elephants but only appear that way through the trees. This change in viewpoint shows how she is starting to no longer lean on the opinion of the American and form one of her own.This retraction of her statement also means that she no longer sees this birth as the burden or the â€Å"Only thing that makes us unhappy† anymore. And lastly the inclusion of a timeframe increase the amount of weight that is felt within the decision making process. The train shows why the American is trying to be overly-persuasive in this conversation in order to convince her to go through with the operation. Overall, Ernest Hemingway expresses the majority of the decision through the characteristics of the setting and how the characters a re willing, unwilling, or unable to interact with one another.

Orientalism as a lens to A Passage in India Essay

Orientalism is described by Edward Said as an integral part of European civilization and culture. Orientalism has been a part of the culture globally. The author of â€Å"Orientalismâ€Å" had used three types of definition in his essay. Academically, Said had defined Orientalism is as a label. Anyone who studies and seeks information about the Orient can be considered an Orientalist. He had also defined Orientalism as the study of the Orient. However, it can also be considered as an ideology based on â€Å"ontological and epistemological† difference between the Occident and the Orient like what the author did to the Passage to India. As stated in the text, the comparison of both worlds where the inland natives and the Europeans is clearly seen and differentiated. In the text, the author of the passage to India said that â€Å"Chandrapore was never large or beautiful, but two hundred years ago it lay on the road between Upper India, then Imperial and the sea, and the fine houses date from that period. † This passage shows that the author viewed the place as beautiful during the colonization period. Politically, it is a known fact that the Occident or the Western part of the globe (Europe) had dominated the Orient. This relationship gives a presence of power domination of the Occident against the Orient. Therefore as Said explains in his introduction, Orientalism is believed to be more of a sign of European Atlantic power over the orient. Furthermore Orientalism shows the superiority of the Westerners as a race, as described by Denys Hay. In the Passage to India, there had been a description regarding the democracy of the people who lives in Chandrapore. â€Å"The zest for decoration stopped in the eighteenth century, nor was it ever democratic. This only shows that the decorations and the like are dictated by the colonizer. The view of the author in â€Å"A Passage to India† only shows that the author sees the natives as nomads. Socially, the aspect of Orientalism is also studied by Said as an exchange between individual authors and the large political concerns from the three races who had colonized the Orient, namely British, French and Americans. The author describes the word Orientalism as a word that had been used by the west. Orientalism is seen as a system of citation from authors. The cultural role played by the Orient in the west had connected the word to the ideology, politics, the logic of power and relevance. The essay â€Å"A Passage to India† illustrates the difference of times from the colonization period and the present times. This is shown in the same passage shown above â€Å"Chandrapore was never large nor beautiful, but two hundred years ago it lay on the road†¦and the fine houses date from that period. The zest for decoration stopped, nor was it ever democratic. From this passage, the author shows that in the eighteenth century, fine houses and decorations are mandated by the colonizers during that time. It had described the times before as the glorious years and as such prosperous and a very profitable city. However, the author believes that through time, there are several changes that had made the city that way in the present. As such the author describes the place as lifeless and unholy, this is so because there was a note in the passage in the first paragraph that â€Å"Ganges is not holy here†. The river Ganges is considered as a holy place in India. Through that statement it shows that the author perceives the city of Chandrapore as an unholy place. Furthermore, it can also be understood from the writing style of the author that the only beautiful sight that can behold in a distance are the houses of the Europeans. This can be further verified in the passage â€Å"Inland, prospect alters. There is an oval maidan and a†¦hospital, houses belonging to Eurasians stand on the high ground†¦Ã¢â‚¬  The passage only shows that because the houses are built in high ground it is obvious that the author describes this places as high society. It also describe that the Europeans are the ones who are benefiting from the land of India. This is so because in the passage written next to the description of the European Houses is the comparison of Chandrapore. It can be seen in this passage â€Å"†¦second rise is laid out in the Civil Station and viewed hence Chandrapre appears to be a totally different place†¦It is no city but a forest sparsely scattered with huts. † This only show that the foreigners live in concrete houses in the city, while the original inhabitants of India live in mud huts in the forest. The Introduction of Orientalism written by Said and A Passage to India can be related in terms of the British Colonization. Edward Said describes the superiority of the Westerners against Oriental Culture. It is evident that the British had colonized India in a very long time. The term Orientalism shows the superiority of the Western Race against India. On the other hand, the essay A Passage to India shows the superiority of the westerners in terms of the beautiful houses and distinctive buildings seen from the European Communities as compared to those of who lived in India. It is evident in both essays that they are showing the inferiority of the people in the Orient and at the same time the people in the Orient are not doing anything to argue the point. Based on the different descriptions of the places and knowledge that both authors share, it can be seen that they see the Orient as a very prosperous place that is rich in culture. Both authors think that the Westerners had exploited this riches to their benefit. Political issues can be seen in the description of both authors in the text. In the Orientalism essay, Edward Said thinks that Orientalism represents the opposite of the Occident. If the Occident is very advanced, that is how Orientalism is backward in its ideologies and technology. On the other hand, in A passage to India, it can be seen in the description of the text. The place where Eurasians lived were described as a city with complete amenities such as the hospital and houses. However, on the other side of the land is Chandrapore, which the author describes as a city of gardens. This could mean that the author sees that the Eurasians live in houses while the Indians live in the forest. As a conclusion, both authors are partly right in their claim that Orientalism had been a word used by the Westerners to show their superiority over the Orient as stated by Said in Orientalism. This domination is also seen in the essay â€Å"A Passage to India†. As mentioned in the essay â€Å"A Passage to India†, Europeans had created an environment that is prosperous compared to where the Indians reside. However, it must be noted that the Oriental people had been the ones who had let the colonization happened. The thinking of the Orients and the Westerners are different in terms of colonization. Orientalism can be a very strong word and as the author said this is an ideology of the Orient and as such, the word must not be used as a representation of who is superior over the other. A Passage to India had shown the different ways of life before and also the different lifestyles that the colonizers and original inhabitants of the place. The essay of the A Passage to India can be patterned after the Orientalism of Said in a different way, Orientalism showed the difference of both worlds through culture, A Passage to India showed the difference through the lifestyles. As such, one can conclude that the Orient had let the domination of the Westerners happen. In other words it can also be described that the Orients had welcomed the invasion of the Westerners because they had given additional knowledge, culture and beliefs to the Orients. In order to assess the true meaning of the word Orientalism and to further see the true image of the Orient, one must consider the cultural aspects before the Westerners had come to the Orient. The knowledge, political and social systems of the Orient can only be seen from the eyes of the people who live there. When the Westerners came, the Orient had been influenced in their political systems and social status. This in turn has given the authors of both essays the idea that the Westerners show their superiority through the illustration different cultures and ways of life by the Westerners.

Green Marketing

Consumer Awareness towards Green Marketing 1. EXECUTIVE SUMMARY Terms like â€Å"Green Marketing† and â€Å"Environmental Marketing† appear frequently in the popular press. Many governments around the world have become so concerned about green marketing activities that they have attempted to regulate them. Other similar terms used are Environmental Marketing and Ecological Marketing. American Marketing Association Define: – Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities including: ? ? ? Product modification, Changes to the production process, Packaging changes, As well as modifying advertising To succeed, any green strategy must fulfill three criteria: ? Firstly, it must be a sustainable and credible programmed, which brings real benefits to the environment. ? Secondly, it must deliver sound economic ROI and competitive advantage to the business. ? Thirdly, i t must be supported by relevant green messages, which resonate with customers and prospects. Basically the main aim of the project is to analyze the developments which are taking place throughout the world to promote green products and green marketing. Title of the project: The title of the project is â€Å"Consumer awareness towards Green Marketing. † 1 Consumer Awareness towards Green Marketing ? Objectives of Research: †¢ †¢ †¢ To understand the level of awareness regarding green marketing among consumers. To understand the buying behavior of consumers related to green marketing. To understand how green marketing helps Company to built its image. To understand initiative taken by government towards green marketing. To understand the success of green marketing as a corporate social responsibility. †¢ †¢ Limitations of the study: †¢ Demographic Constraints – will be a main issue of concern. This is †¢ †¢ due to the reason that t he data collection will be restricted to the Borivali and Kandivali region. Unawareness – people are unaware of the i. e. Green marketing. Time Constraint – the time duration for doing the complete research on green marketing is very limited. Green Marketing a broad topic which requires an in-depth research and analysis. Due to the time period given for research is very limited. 2. RESEARCH METHODOLOGY 2 Consumer Awareness towards Green MarketingResearch Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. When we talk of research methodology we not only talk of the research methods but also consider the logic behind the methods we use in the context of our research study and explain why we are using a particular method or technique and why we are not using others. The major steps involved in research process are: ? Formulating the Research Problem ? Choice of Research Desi gn ? Sources of Data ?Processing and analyzing the data ? Formulating the Research Problem: The problem well defined is half solved. The formulation of a general topic into a specific research problem constitutes the first step of specific enquiry. ? Unit of analysis: Consumers between age group of 25 to 30 yrs. ? Characteristics of Interest: Awareness of Green Marketing. ? Choice of Research Design: Every project requires an action plan and method for conducting a study. This project is more prone to single cross-sectional descriptive research design. 3 Consumer Awareness towards Green Marketing Sources of Data: The data presented are both primary data and secondary data. ? Primary Data: The primary data are those which are collected afresh and for the first time, and thus happen to be original in character. We collect primary data during the course of doing experiments in an experimental research but in case we do research of the descriptive type and performs surveys. Here the Pri mary data will be collected by means of preparing a questionnaire and getting it filled by a large sample space. These questionnaires will help in drawing conclusions about the case. Secondary Data: Secondary data means data that are already available i. e. they refer to the data which have already been collected and analyzed by someone else. When the researcher utilizes secondary data then he has to look into various sources from where he can obtain them. In this case he is certainly not confronted with the problems that are usually associated with the collection of original data. Secondary data may either be published data or unpublished data. ? Processing and analyzing the data: The data analysis has been done in correct form.Usage of current information & graph is made in the project so as to make it easier & appropriate to understand. 3. INTRODUCTION TO GREEN MARKETING Environmental issues have gained importance in business as well as in public life throughout the world. It is not like that a few leaders of different countries 4 Consumer Awareness towards Green Marketing or few big renowned business houses are concerned about the day to day deterioration of oxygen level in our atmosphere but every common citizen of our country and the world is concerned about this common threat of global warming.So in this scenario of global concern, corporate houses has taken greenmarketing as a part of their strategy to promote products by employing environmental claims either about their attributes or about the systems, policies and processes of the firms that manufacture or sell them. 5 Consumer Awareness towards Green Marketing Clearly green marketing is part and parcel of overall corporate strategy; along with manipulating the traditional marketing mix (product, price, promotion and place), it require an understanding of public policy process.So we can say green marketing covers a broad range of activities. 3. 1 Definition & Meaning According to the American Marketi ng Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including 6 Consumer Awareness towards Green Marketing ? ? ? ? Product modification, Changes to the production process, Packaging changes, as well as Modifying advertising. So, in simple terms Green marketing refers to the process of selling products and/or services based on their environmental benefits.Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way. 7 Consumer Awareness towards Green Marketing Green marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. 8 Consumer Awareness towards Green Marketing The many meanings of green The different mean ings of GREEN 9 Consumer Awareness towards Green Marketing . 2 Evolution of Green Marketing The green marketing has evolved over a period of time. According to Peattie (2001), the evolution of green marketing has three phases: ? First phase was termed as â€Å"Ecological† green marketing, and during this period all marketing activities were concerned to help environment problems and provide remedies for environmental problems. ? Second phase was â€Å"Environmental† green marketing and the focus shifted on clean technology that involved designing of innovative new products, which take care of pollution and waste issues. Third phase was â€Å"Sustainable† green marketing. It came into prominence in the late 1990s and early 2000. 3. 3 Importance of Green Marketing 10 Consumer Awareness towards Green Marketing Human Beings have limited resources on the earth, with which she/he must attempt to provide for the worlds' unlimited wants. There is extensive debate as to whether the earth is a resource at man's disposal. In market societies where there is â€Å"freedom of choice†, it has generally been accepted that individuals and organizations have the right to attempt to have their wants satisfied.As firms face limited natural resources, they must develop new or alternative ways of satisfying these unlimited wants. Ultimately green marketing looks at how marketing activities utilize these limited resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the selling organization's objectives. When looking through the literature there are several suggested reasons for firms increased use of Green Marketing. Five possible reasons cited are: ? Organizations perceive environmental marketing to be an opportunity ? ? ? ? hat can be used to achieve its objectives. Organizations believe they have a moral obligation to be more socially responsible. Governmental bodies are forcing firms to become more respons ible. Competitors' environmental activities pressure firms to change their environmental marketing activities. Cost factors associated with waste disposal, or reductions in material usage forces firms to modify their behavior. 11 Consumer Awareness towards Green Marketing 3. 4 GOALS OF GREEN MARKETING ? Eliminate the concept of waste. ? ? ? ? ? ? ? Reinvent the concept of product.Make prices reflect actual and environmental costs. Make environmentalism profitable. Bringing out product modifications. Changing in production processes. Packaging changes. Modifying advertising. 12 Consumer Awareness towards Green Marketing 3. 5 Need of Green Marketing: An Anthropological View Issues like Global warming and depletion of ozone umbrella are the main for the healthy survival. Every person rich or poor would be interested in quality life with full of health and vigour and so would the corporate class. Financial gain and economic profit is the main aim of any corporate business.But harm to en vironment cost by sustain business across the globe is realized now though off late. This sense is building corporate citizenship in the business class. So green marketing by the business class is still in the selfish anthological perspective of long term sustainable business and to please the consumer and obtain the sanction license by the governing body. Industries in Asian countries are catching the need of green marketing from the developed countries but still there is a wide gap between their understanding and implementation. 3. 6 Challenges in Green Marketing 13 Consumer Awareness towards Green Marketing Need For Standardization: It is found that only 5% of the marketing messages from â€Å"Green† campaigns are entirely true and there is a lack of standardization to authenticate these claims. There is no standardization to authenticate these claims. There is no standardization currently in place to certify a product as organic. Unless some regulatory bodies are involved in providing the certifications there will not be any verifiable means. A standard quality control board needs to be in place for such labeling and licensing. ? New Concept: Indian literate and urban consumer is getting more aware about the merits of Green products.But it is still a new concept for the masses. The consumer needs to be educated and made aware of the environmental threats. The new green movements need to reach the masses and that will take a lot of time and effort. By India’s ayurvedic heritage, Indian consumers do appreciate the importance of using natural and herbal beauty products. Indian consumer is exposed to healthy living lifestyles such as yoga and natural food consumption. In those aspects the consumer is already aware and will be inclined to accept the green products. ? Patience and Perseverance: 14 Consumer Awareness towards Green MarketingThe investors and corporate need to view the environment as a major longterm investment opportunity, the market ers need to look at the long-term benefits from this new green movement. It will require a lot of patience and no immediate results. Since it is a new concept and idea, it will have its own acceptance period. ? Avoiding Green Myopia: The first rule of green marketing is focusing on customer benefits i. e. the primary reason why consumers buy certain products in the first place. Do this right, and motivate consumers to switch brands or even pay a premium for the greener alternative.It is not going to help if a product is developed which is absolutely green in various aspects but does not pass the customer satisfaction criteria. This will lead to green myopia. Also if the green products are priced very high then again it will lose its market acceptability. 3. 7 Benefits of Green Marketing Today’s consumers are becoming more and more conscious about the environment and are also becoming socially responsible. Therefore, more 15 Consumer Awareness towards Green Marketing companies are responsible to consumer’s aspirations for environmentally less damaging or neutral products.Many companies want to have an early mover advantage as they have to eventually move towards becoming green. Some of the advantages of green marketing are: ? It ensures sustained long term growth along with profitability. ? It saves money in the long run, though initially the cost is more. ? It helps the companies market their products and services keeping the environment aspects in mind. ? It helps in accessing the new markets and enjoying the competitive advantage. ? Most of the employees also feel proud and responsible to be working for an environmentally responsible company. 4. PRESENT TREND IN GREEN MARKETING . 1 GREEN Code 16 Consumer Awareness towards Green Marketing Generalizes with care. Consumer behavior will not necessarily be consistent across different product types, and particular market segments may respond to certain issues on the green agenda but not others. Remem bers, the validity of a piece of market research is not related to the degree to which it supports your preferred option. Explores the context from which market research data comes. Be clear on the nature of the sample used, the questions asked, the way in which responses were recorded and the time and place from which the responses come.Ensures that where market research is crossing international borderlines, that the terminology and interpretation remains consistent. Terms like ‘environment’, ‘green’ and ‘conservation’ do not always translate precisely between languages. Neutrality is important. Ensure that when you pose questions to consumers, that they can make any response without being made to feel guilty or uncomfortable, and ensure that your own preconceptions about the green agenda (such as an assumption that green products will cost extra) are not encoded within the questions. 4. 2 Golden Rules of Green Marketing 1.Know your customer: If you want to sell a greener product to consumers, you first need to make sure that the consumer is aware of and concerned about the issues that your product attempts to address. (Whirlpool learned the hard 17 Consumer Awareness towards Green Marketing way that consumers wouldn’t pay a premium for a CFC-free refrigerator because consumers didn’t know what CFCs were! ). 2. Empower consumers: Make sure that consumers feel, by themselves or in concert with all the other users of your product, that they can make a difference. This is called â€Å"empowerment† and it’s the main reason why consumers buy greener products. . Be transparent: Consumers must believe in the legitimacy of your product and the specific claims you are making. Caution: There’s a lot of skepticism out there that is fueled by the raft of spurious claims made in the â€Å"go-go† era of green marketing that occurred during the late 80s–early90s — one brand of ho usehold cleaner claimed to have been â€Å"environmentally friendly since 1884†! 4. Reassure the buyer: Consumers need to believe that your product performs the job it’s supposed to do — they won't forego product quality in the name of the environment. Besides, products that don’t work will likely wind up in the trash bin, and that’s not very kind to the environment. ) 5. Consider your pricing: If you're charging a premium for your product — and many environmentally preferable products cost more due to economies of scale and use of higher-quality ingredients — make sure that consumers can afford the premium and feel it’s worth it. Many consumers, of course, cannot afford premiums for any type of product these days, much less greener ones, so keep this in mind as you develop your target audience and product specifications. . 3 Green Marketing Strategies V/S Conventional Marketing 18 Consumer Awareness towards Green Marketing Gre en Marketing Consumers Human beings with lives â€Å"Cradle-to cradle† flexible services Conventional Marketing Consumers with lifestyles â€Å"cradle-to-gave† one size fits for all products Selling oriented and benefits Receptive, independent, competitive, departmentalized, short term oriented profit maximizing. Products Marketing And Communication Educational values Corporate Proactive, interdependent, cooperative, holistic, long term 4. GREEN MARKETING MIX PRODUCT 19 Consumer Awareness towards Green Marketing Entrepreneurs wanting to exploit emerging green markets either: Identify customers’ environmental needs and develop products to address these needs or will develop environmentally responsible products to have less impact than competitors. The increasingly wide variety of products on the market that support sustainable developments are: ? Products made from recycled goods, such as Quick’ N Tuff housing ? ? ? ? ? ? ? materials made from recycled bro ccoli boxes.Products that can be recycled or reused. Efficient products, which save water, energy or gasoline, save money and reduce environmental impact. Products with environmentally responsible packaging, McDonalds, for example, changed their packaging from polystyrene clamshells to paper. Products with green labels, as long as they offer substantiation. Certified products, which meet or exceed environmentally responsible criteria. Organic products-many customers are prepared to pay a premium for organic products, which offer promise of quality.Organic butchers, for example, promote the added qualities such as taste and tenderness. A service that rents or loans products-toy libraries. Whatever the product or service, it is vital to ensure that products meet or exceed the quality expectation of customers and is thoroughly tested. PRICE Pricing is the critical element of the marketing mix. Most customers will only be prepared to pay a premium if there is a perception of additional product 20 Consumer Awareness towards Green Marketing value. This value may be improved performance, function, design, visual appeal or taste.Environmental benefits will be often being the deciding factor between products of equal value or quality. Environmentally responsible products, however are often less expensive when product life cycle coast are taken into consideration, for example fuel-efficient vehicles, water efficient printing and non-hazardous products. PLACE The choice of where and when to make products available will have significant impact on the customers you attract. Very few customers go out of their way to buy green products merely for the sake of it.Marketers looking to successfully introduce new green products should position them broadly in the market place so they are not just appealing to a small green niche market. The location must also be consistent with the image you want to project and allow you to project your own image rather than being dominated or co mpromised by the image of venue. The location must differentiate you from the competitors. This can be achieved by in-store promotions and visually appealing displays or using recycled materials to emphasize the environmental and other benefits. PROMOTION 21 Consumer Awareness towards Green MarketingPromoting products and services to target markets include paid advertising, public relations, sales promotions, direct marketing and on-site promotions. Smart green marketers will be able to reinforce environmental credibility by using sustainable marketing and communication tools and practices. For example, many companies in the financial industry are providing electronic statements by email; e-marketing is rapidly replacing more traditional marketing methods and printed materials can be produced using recycled materials and efficient processes such as waterless printing.Retailers, for example are recognizing the value of alliances with other companies, environmental groups and research organizations. When promoting their environmental commitment to reduce the use of plastic bags and promote their green commitment, some retailers sell shopping bags and promote their green commitments. 4. 5 Green Marketing Process Green marketing process comprises with external and internal P’s. After integrating external and internal P’s, green success will automatically come through four S’s.Here external 7 P’s consists of Paying customers, Providers, Politicians, Pressure groups, Problems, Predictions and Partners; internal 7P’s consists of Products, Promotion, Price, Place, Providing information, Processes and Policies. After integrating external and internal 7P’s, we can 22 Consumer Awareness towards Green Marketing find out the green successes through 4 S’s such as Satisfaction – of stakeholder needs, Safety – of products and processes, Social acceptability – of the company and Sustainability – of it s activities.External Green P’s †¢ Paying customers †¢ Providers †¢ Politician’s †¢ Pressure groups †¢ Problems †¢ Predictions †¢ Partners Internal Green P’s †¢ Products †¢ Promotion †¢ Price †¢ Place †¢ Providing information †¢ Processes †¢ Policies Green Marketing 4. 6 Green Marketing: A Corporate Initiative The S’s of Green Success  · Satisfaction – of stakeholder needs  · Safety – of products and processes  · Social acceptability – of the company  · Sustainability – of its activities Green important in because limited earth and if we Marketing is today’s world mankind has resources on the want long term 3 Consumer Awareness towards Green Marketing sustainability of human life on this earth’s surface, then companies has to learn to conserve these scarce natural resources and create products that have less environmental damage. Otherwi se the very existence of humankind will be under question mark. Corporate are going green from the grassroots level to sustain and win the customers’ expectations. The environment is becoming increasingly important part of the corporate reputations and they are actively participating in greening the corporate strategy.Companies have converted almost all the products to make them eco-friendly products. Following are the recent environment friendly initiatives taken by the companies. Cipla: CFC-free Inhaler: Cipla, India’s second largest drug company by market share has planned and started replacing all its CFC contained drugs to meet the international standard and Montreal Protocol ban deadline. The CFC depletes the ozone layer and also is a major cause of global warming. Cipla has updated the necessary technology to avoid the CFC and has also done its clinical trial in India and overseas.The Rota haler and the Asthalin inhaler are environment – friendly inhalers , used by asthma and bronchitis patients. These inhalers are using HFA (Hydro Fluro Alkaline) technology. The Rota haler is a powder based inhaler, different from regular inhaler which contains propellants. Maruti Suzuki The company has remained ahead of regulatory requirements in pursuit of environment protection and energy conservation at its manufacturing facilities, and in development of products that use fewer natural resources and are environment friendly. The company credited the ‘Just-in-Time' philosophy 24Consumer Awareness towards Green Marketing adopted and internalized by the employees as the prime reason that helped to excel in this direction. The company has been promoting 3R since its inception. As a result the company has not only been able to recycle 100% of treated waste water but also reduced fresh water consumption. The company has implemented rain water harvesting to recharge the aquifers. Also, recyclable packing for bought out components is being activel y promoted. The company has been facilitating implementation of Environment Management System (EMS) at its suppliers' end.Regular training programs are conducted for all the suppliers on EMS. Surveys are conducted to assess the vendors who need more guidance. The systems and the environmental performance of suppliers are audited. The green co-efficient of this system is much better than the conventional system. The Country’s largest car manufacturer had managed to slash energy consumption per car at its Gurgaon factory by 26 per cent over the past six years, while its carbon dioxide (CO2) emissions during car manufacturing processes has come down 39 per cent in the past five years.The model with gas as fuel was adopted by Maruti Suzuki India Limited as their Green Marketing practices. Bharat Petroleum Bharat Petroleum launched a campaign to position itself as a responsible corporate ‘green’ entity. Foraying into renewable energy-solar and wind power-it installed solar panels on its service stations. It also ran a program to cut production of greenhouse gases by 10% across its units worldwide and achieved it much ahead of schedule. Cleaner fuels such as Greener Diesel 25 Consumer Awareness towards Green Marketing (ultra low sulphur content) and BP Auotgas were developed.Almost all of its plants are ISO 14001 certified. Currently it is running a program to contain its net emissions at current levels for ten years. Hindustan Petroleum Hindustan petroleum owns a massive e-waste recycling plants, where enormous shredders and granulators reduce four million pounds of computer detritus each month to bite-sized chunks-the first step in reclaiming not just steel and plastic but also toxic chemicals like mercury and even some precious metals. HP will take back any brand of equipment; its own machines are 100 percent recyclable.It has promised to cut energy consumption by 20 percent by 2010. Proctor & Gamble Laundry detergents are also touting energy savings. Proctor & Gamble’s (P) newest market entry, Tide Coldwater, is designed to clean clothes effectively in cold water. About 80 to 85 percent of the energy used to wash clothes from heating water. Working with utility companies, P and G found that consumers could save energy and resources by using cold rather than warm water. As energy and resource prices continue to soar, opportunities for products offering efficiency and savings are destined for market growth.ITC ITC has been ‘Carbon Positive’ for three years in a row sequestering/storing twice the amount of CO2 than the Company emits. It has been ‘Water Positive' six years in a row creating three times more Rainwater Harvesting potential than ITC's net consumption. It has obtained close to 100% solid waste recycling. All Environment, Health and Safety Management Systems in ITC conform to the best international standards. ITC's businesses generate livelihoods for over 5 million people. 26 Consumer A wareness towards Green MarketingITC's globally recognized E-Choupal initiative is the world's largest rural digital infrastructure benefiting over 4 million farming families. ITC's Social and Farm Forestry initiative has greened over 80,000 hectares creating an estimated 35 million person days of employment among the disadvantaged. ITC's Watershed Development Initiative brings precious water to nearly 35,000 hectares of dry lands and moisture-stressed areas. ITC's Sustainable Community Development initiatives include women empowerment, supplementary education, integrated animal husbandry programs. 4. Initiatives Taken By Government Development of ISO 14000 Series of Standards. ISO has been developed to help any company in any country to meet the goal of sustainable development and environmental friendliness. The ISO 14000 family of standards (i. e. ISO 14001, 14004, 14010, 14011 and 1412) were published as an official document in 1996. The ISO series aims to provide guidance for dev eloping a comprehensive approach to environmental 27 Consumer Awareness towards Green Marketing management and for standardizing some key environmental tools of analysis such as labeling and life cycle assessment.Eco-Labeling Initiatives Eco label provide information regarding the environmental performance of products. The objective of eco-labeling is to provide authentication to genuine claims regarding the environmental impact of products and processes by manufacturers. In India the government has introduced the eco-mark scheme since 1981. The objectives of the scheme are: †¢ To provide incentives to manufacturers and importers to reduce the adverse environmental impact of products. †¢ To reward genuine initiatives by companies to reduce adverse impact of environmental impact of products. To assist consumers to become environmentally responsible in their daily lives by providing them information to take account of environmental factors in their daily lives. †¢ To en courage citizens to purchase products which have less environmental impact. Eco-Labeling Schemes in India The Ministry of environment and forest of government of India has prescribed the following criteria for products that: †¢ They cause substantially less pollution than comparable products in production, usage and disposal. †¢ They are recycled and/or recyclable whereas comparable products are not. They contribute to a reduction on adverse environmental health consequences. 28 Consumer Awareness towards Green Marketing †¢ They comply with laws, standards and regulations pertaining to the environment. †¢ Their price is not exorbitantly higher than comparable products. Eco-Mark in India Under the concept, products which are less harmful to the environment or have benign impact on environment through the various stages of development-manufacture, packaging, distribution, use and disposal or recycling may be awarded the Eco-Mark.An earthen pot has been chosen as th e logo for Eco-Mark scheme in India. The familiar earthen pot has renewable resource like earth, does not produce hazardous waste and consume little energy in making. As a symbol it puts across its environmental message. Its image has the ability to reach people and help to promote a greater awareness of the need to be kind to the environment. The logo Eco-Mark scheme signifies that the product which carries it does least damage to the environment. 4. 6 Reasons for adoption of Green Marketing by the Firms.Green marketing has been widely adopted by the firms worldwide and the following are the possible reasons cited for this wide adoption: 1) Opportunities – As demands change, many firms see these changes as an opportunity to be exploited and have a competitive advantage over firms marketing non-environmentally responsible alternatives. Some examples of 29 Consumer Awareness towards Green Marketing firms who have strived to become more environmentally responsible, in an attemp t to better satisfy their consumer needs are: ?McDonald's replaced its clam shell packaging with waxed paper because of increased consumer concern relating to polystyrene production and Ozone depletion. ? Tuna manufacturers modified their fishing techniques because of the increased concern over driftnet fishing, and the resulting death of dolphins. ? Xerox introduced a â€Å"high quality† recycled photocopier paper in an attempt to satisfy the demands of firms for less environmentally harmful products. 2) Governmental Pressure – As with all marketing related activities, governments want to â€Å"protect† consumers and society; this protection has significant green marketing implications.Governmental regulations relating to environmental marketing are designed to protect consumers in several ways: 1. Reduce production of harmful goods or by-products. 2. Modify consumer and industry's use and/or consumption of harmful goods. 3. Ensure that all types of consumers h ave the ability to evaluate the environmental composition of goods. Governments establish regulations designed to control the amount of hazardous wastes produced by firms. 3) Competitive Pressure – Another major force in the environmental marketing area has been firms' desire to maintain their competitive position.In many cases firms observe competitors promoting their environmental behaviors and attempt to emulate this behavior. In some instances this competitive pressure has caused an entire industry to modify and thus reduce its detrimental environmental behavior. For example, it could be argued that Xerox's â€Å"Revive 100% Recycled paper† was introduced a few years ago in an attempt to address the introduction of recycled photocopier paper by other manufacturers. In another example when one tuna manufacture stopped using driftnets the others followed suit. 30Consumer Awareness towards Green Marketing 4) Social Responsibility- Many firms are beginning to realize t hat they are members of the wider community and therefore must behave in an environmentally responsible fashion. This translates into firms that believe they must achieve environmental objectives as well as profit related objectives. This results in environmental issues being integrated into the firm's corporate culture. There are examples of firms adopting both strategies. Organizations like the Body Shop heavily promote the fact that they are environmentally responsible.While this behavior is a competitive advantage, the firm was established specifically to offer consumers environmentally responsible alternatives to conventional cosmetic products. This philosophy is directly tied to the overall corporate culture, rather than simply being a competitive tool. An example of a firm that does not promote its environmental initiatives is Coca-Cola. They have invested large sums of money in various recycling activities, as well as having modified their packaging to minimize its environme ntal impact. While being concerned about the environment, Coke has not used this concern as a marketing tool.Thus many consumers may not realize that Coke is a very environmentally committed organization. Another firm who is very environmentally responsible but does not promote this fact, at least outside the organization, is Walt Disney World (WDW). WDW has an extensive waste management program and infrastructure in place, yet these facilities are not highlighted in their general tourist promotional activities. 31 Consumer Awareness towards Green Marketing 5) Cost or Profit Issues – Firms may also use green marketing in an attempt to address cost or profit related issues.Disposing of environmentally harmful by-products, such as polychlorinated biphenyl (PCB) contaminated oil are becoming increasingly costly and in some cases difficult. Therefore firms that can reduce harmful wastes may incur substantial cost savings. When attempting to minimize waste, firms are often forced to reexamine their production processes. In these cases they often develop more effective production processes that not only reduce waste, but reduce the need for some raw materials. This serves as a double cost savings, since both waste and raw material are reduced. 5. GREEN CONSUMER BEHAVIOR 5. Environmentally Conscious Consumer Behavior ‘Environmentally Conscious Behavior’ (ECCB) is consumer behavior based on some awareness of the environmental impacts associated with a product or service, and a desire to reduce those impacts. Many researchers in the field of consumer’s psychology and market research have demonstrated a substantial growth in ECCB across a range of markets. It has been demonstrated through case studies that how product developers and marketers have capitalized on this positive attitude and effectively differentiated their product in terms of their ‘environmentally friendly’ character. 2 Consumer Awareness towards Green Marketing Th e term environmental consciousness does not have a standardized definition in the body of academic literature; the reason can be due to arousal of the term out of political and everyday language. Environmental consciousness is the desire to protect flora and fauna, a willingness to scrutinize the consequences of economic activity and a willingness to combine long-term with short-term planning. 5. 2 Attributes of the Green ConsumersTo take the advantage of the emerging green market, it is important to understand who green customers are and the factors influencing their purchasing decisions and behavior. Attributes of Environmentally Conscious Consumers Implication for Green Marketers 33 Consumer Awareness towards Green Marketing Target products to women who generally buy On behalf of men and families. Use the influence of children to Will most likely be well educated, encourage parents to try green young adult women who have more products. The green consumers of the future are genera lly knowledgeable money to spend. bout environmental issues. They should be offered samples and increments to try products. Will expect green products to function as non green products and won’t pay much extra or sacrifice quality for greener products. Will not buy green products on the basis of environmental benefits alone. Products choice is still based on whether it meets their basic want or need. Environmental features are added selling points. Effectively communicate assurance of quality for example quality of performances, look, feel, fit, comfort, durability.Like environmental attributes such as energy efficiency or toxic substance reduction with other benefits such as lower price, convenience, or quality of life improvements. Will be more likely to respond to Emphasize personal benefits by using product attribute that will personally terms such as ‘safe’, ‘non-toxic’, ‘cost benefit them. effective’ rather than more generalized gr een messages such as ‘biodegradable’ or ‘ozone friendly’. Will tolerate only minimal inconvenience in using green products and don’t want to go out of their way to buy them.Making the use of product simplee. g. minimize or eliminate refilling bottles. Select mainstream distributors wherever possible. Offer one-stop shopping and eye appealing displays. Will be analytical, eager to learn, and Reinforce product benefits with can be cynical about corporate claims evidence of corporate performance for green product unless they have and improvements. Educate 34 Consumer Awareness towards Green Marketing independent verification. consumers about environmental issues and your efforts through a variety of means.Provide credible environmental endorsements. use labels in compliance with government labeling guidelines, to convey precise, detailed information about your product and its packaging. Communicate your steps towards sustainability and commitments to im provement. Seek feedback and promote your efforts to respond to customer concerns. Will not expect companies to have perfect green credentials, but will look for a commitment to improve and evidence backed by facts. 5. 3 Green Buyers and Green Consumers 35 Consumer Awareness towards Green MarketingResearch about the identity and nature of green consumer has been the central character in the development of green marketing, as business attempt to understand and respond to external pressures to improve their environmental performance. Marketing practitioners and academics are attempting to identify and understand green consumers and their needs, and to develop market offerings that meet these needs. SEGMENTATION OF GREEN CONSUMERS ? True-Blue Greens- The most environmentally active segment of the ? ? ? ? society. Greenback Greens- Those most willing to pay the highest premium for green products.Spouts- Fence-sitters who have embraced environmentalism more slowly. Grousers- Uninvolved o r disinterested in environmental issues, who feel the issues are too big for them to solve. Apathetic- The least engaged group who believe that the environmental indifference is main stream. Apart from this Natural Marketing Institute (NMI) divides the market into following categories: ? Lohas- Very progressive on environment and society, looking for ? ? ? ? ways to do more; not too concerned about price. Naturalites- Primarily concerned about personal health and wellness, and use many natural products; would like to do more to protect the environment.Conventional- Practical, like to see the results of what they do; interested in green products that make sense in the long run. Drifters- Not too concerned about the environment, figuring we’ve got time to fix the environmental problems; don’t necessarily buy a lot of green products. Unconcerned- Have other priorities, not really sure what green products are available and probably wouldn’t be interested anyway; the y buy products strictly on price, value, quality and convenience. 5. 4 Consumer Information and Education 36 Consumer Awareness towards Green MarketingIf managers believe that consumers view greenness as a motivating variable, they should invest in conveying information through advertising, direct mailing, brand labels, in-store displays and pamphlets. The important points to be noted here are: a. Firms willing to provide clear, comprehensive and credible information must ensure that consumers have low cost to access it. b. Governmental policies and stakeholder initiatives can be important in reducing consumers’ search, information or transaction costs. c. Regulators can publish and disseminate it to the media by press releases and post it on the internet. . Stakeholders can use the media as well as use their organizationspecific vehicles such as newsletters. Green marketing can be successfully implemented by use of ICT in cost effective way: ? By developing compelling, conci se messages, plan innovative ways to repeatedly deliver, identify appropriate links within network of political, legislative, nonprofit organization and media, develop concept based programs and events. ? Utilize extensive relationship with local and national media to get a client’s message to the right media targets. Identify venues, plan tours, identify audiences, and organize meals, speakers and press. ? Strategies and plan joint PR initiatives as well as joint advertising campaigns and events to cross-promote companies and organization campaigns. ? Help develop identify and branding for print, broadcast and digital mediums. ? Consulting and creation of a corporate design, brochures, leaflets, info materials. ? Develop web sites, e-mail campaigns, and banner advertising. ? Develop creative print, broadcast and digital advertising, identify advertising targets and purchase appropriate media slots. 6.FUTURE GROWTH OF GREEN MARKETING 37 Consumer Awareness towards Green Market ing There are many lessons to be learned to avoid green marketing myopia, the short version of all this is that effective green marketing requires applying good marketing principles to make green products desirable for consumers. The question that remains, however, is, what is green marketing’s future? Business scholars have viewed it as a â€Å"fringe† topic, given that environmentalism’s acceptance of limits and conservation does not mesh well with marketing’s traditional axioms of â€Å"give customer what they want† and â€Å"sell as much as you can†.Evidence indicates that successful green products have avoided green marketing myopia by following three important principles: Consumer Value Positioning: ? Design environmental products to perform as well as (or better than) alternatives. ? Promote and deliver the consumer desired value of environmental products and target relevant consumer market segments. ? Broaden mainstream appeal by bun dling consumer desired value into environmental products. Calibration of Consumer Knowledge: 38 Consumer Awareness towards Green Marketing Educate consumers with marketing messages that connect environmental attributes with desired consumer value. ? Frame environmental product attributes as â€Å"solutions† for consumer needs. ? Create engaging and educational internet sites about environmental products desired consumer value. Credibility of Product Claims: ? Employ environmental product and consumer benefit claims that are specific and meaningful. ? Procure product endorsements or eco-certifications from trustworthy third parties and educate consumers about the meaning behind those endorsements and eco-certifications. Encourage consumer evangelism via consumers social and internet communication network with compelling, interesting and entertaining information about environmental products. 7. ANALYSIS OF EFFECTS OF GREEN MARKETING 39 Consumer Awareness towards Green Marketing Size of sample: This refers to the numbers of items to be selected from universe to constitute a sample. An optimum sample is one, which fulfills the requirements of efficiency, representativeness, reliability and flexibility. Sample size – 64 consumers Sample design: A sample design is definite plan for obtaining a sample from a given population.It refers to the technique or the procedure the researcher would adopt in selecting items for the samples. Sample design – consumers Sample type: Convenience sampling: – when population elements are selected for inclusion in the sample based on the case of access; it can be called convenience sampling. This study is based on stratified sampling and a structured questionnaire has been used to gather data from about 50 respondents to analyze effects of green marketing. By analyzing respondents’ answers towards the questions helps to understand the various aspects related to green marketing.The study attempts to ex pand research on exploring how many people have positive attitude towards green marketing and what are their thoughts on it. RESULTS: According to the analysis of questionnaire most of the respondents were not aware about green marketing but after reading the questionnaire they realized what it is all about. Of the 64 respondents 37 were male and 27 female. The respondents were between the age group of 25-27 and 28-30 yrs. 40 Consumer Awareness towards Green Marketing ? Are you aware of the term â€Å"green marketing†? The above bar graph indicates that 56% of respondents are familiar with the term Green Marketing.But many of them have a misconception with the term Green Marketing. They consider Green Marketing as something related to vegetable market or ? Have you heard of any campaign related to Green Marketing? 41 Consumer Awareness towards Green Marketing The above bar graph indicates that 44% of respondents are aware of the campaign related to Green Marketing. Rest 56% d oes not know about any campaign related to Green marketing. ? Have you been part of any such campaign? The above graph indicates that only 17% of the total has been a part of Green Marketing campaigns. ? Do you consider the environmental aspects of the products before buying them? 2 Consumer Awareness towards Green Marketing The above graph indicates that only 58% i. e. the majority of respondents consider the environmental aspect sometimes. And, only 23% consider the environmental aspect of the product while buying it. ? Do you think that green marketing and advertising are good sources of information about green products and services? The above graph indicates that only 69% i. e. the majority of respondents consider green marketing and advertising as good sources of information for green products and services. And, only 10% do not consider it. 43 Consumer Awareness towards Green Marketing Do you think that Green Marketing activities are good at addressing environmental issues? The above graph indicates that 87% of the respondents feel that Green Marketing activities are good at addressing environmental issues while 13% respondents do not. ? Do you think Green Marketing activities results in better product quality? 44 Consumer Awareness towards Green Marketing The above graph indicates that 70% of the respondents think that Green Marketing activities results in better product quality. ? Do you think that Green Marketing strengthen company’s image in the mind of consumer? 45 Consumer Awareness towards Green MarketingThe above graph indicates that majority of the respondents i. e. 86% think that Green Marketing strengthen company’s image in the mind of consumer. ? Do you think that companies that focus on environmental concerns persuade consumers to buy products? 46 Consumer Awareness towards Green Marketing The above graph indicates that the respondents the companies initiative towards environment do influence the consumers to buy product. 63% of respondents agree to it. ? Are you aware of the eco-labeling initiatives of the government? 47 Consumer Awareness towards Green Marketing The above graph indicates that majority of the respondents i. . 69% of the respondents are not aware of the eco-labeling initiatives of the government. 8. RECOMMENDATIONS Finite resources such as oil, metal, and even fresh water will become scarcer and more expensive. If businesses do not become more efficient in using these resources it will have a huge impact on the bottom line. Investing in Green Products thus changes from ‘beyond doing good’ to ultimately ‘good business sense’. Thus they should: Invest in research and create clean and environment friendly products. Clean energy sources such as solar, wind, bio-fuels and hydra power. Water harvesting.Recycle at every level. Move towards paperless office. ? Educate masses of the environment issues because they are going to be the bulk consumers. ? Socially responsible investing in environment driven projects. ? Plant more trees. ? ? ? ? ? The corporations must rethink: ? Their raw material and procurement strategies. ? They should develop new products ? They should redesign existing products and service. ? They should realize that pollution prevention can be a cost saving activity. ? They should steer their product and packaging designs to use less material. 48 Consumer Awareness towards Green Marketing . Conclusion As the demand for green products undoubtedly exists, Green Marketing provides an opportunity to the companies to increase their market-share by introducing eco friendly products. Stricter environmental regulations across the world, growing consumer preference for eco-friendly companies, and the inherent cost advantages in lowering toxic waste, are encouraging industries big and small to clean up. Result of a survey conducted showed that, consumers are not overly committed to improving their environment and may be looking to lay too mu ch responsibility on industry and government.Though it’s the responsibility of the firm to produce products, which are having minimum impact on the environment, but ultimately it’s the consumer who is having responsibility to use eco friendly products. Consumers are not too much concerned about the environment but as they have become more sophisticated, they require clear information about how choosing one product over another will benefit the environment. Consumer education results in their empowerment. Empowered consumers choose environmentally preferable products when all else is equal.Ultimately green marketing requires that consumers ‘Think Green, Think clean, Think Eco-friendly’ i. e. they want a cleaner environment and are willing to â€Å"pay† for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms alone to lead the green marketing revol ution. 49 Consumer Awareness towards Green Marketing 10. BIBLIOGRAPHY ? Kotler Philips & G. Armstrong. Principles of marketing. New Delhi, Prentice Hall. ? Richa Agrawal, Green Marketing: An Emerging Trend (PJMR, Vol. 5,April 2000) ?Excerpts from the survey report conducted by BT-TERI. ? www. ecomall. com ? www. greenmarketingcorner. com ? www. greenpeace. org 50 Consumer Awareness towards Green Marketing 11. ANNEXURE Questionnaire Consumer Awareness towards Green Marketing Name: Age: Gender: Are you aware of the term â€Å"green marketing†? Yes No What do you understand by the term â€Å"Green Marketing†? Have you heard of any campaign related to Green Marketing? Yes 51 Consumer Awareness towards Green Marketing No Have you been part of any such campaign? Yes No Do you consider the environmental aspects of the products before buying them? Yes No SometimesDo you think that green marketing and advertising are good sources of information about green products and services ? Yes No Sometimes Do you think that Green Marketing activities are good at addressing environmental issues? Yes No 52 Consumer Awareness towards Green Marketing Do you think Green Marketing activities results in better product quality? Yes No Do you think that Green Marketing strengthen company’s image in the mind of consumer? Yes No Do you think that companies that focus on environment al concerns persuade consumers to buy products? Yes No Are you aware of the eco-labeling initiatives of the government? Yes No Thank You 53