Business Ethics and Corporate Social Responsibilty Essay Example for Free

Business Ethics and Corporate Social Responsibilty Essay Business ethics and corporate social responsibility Introduction Anglo American is one of the world’s leading mining companies. It is a UK public limited company and operates on a global scale. Anglo American operates mainly in the primary sector of the world economy. This, as the name suggests, covers industries involved in the first stage of economic activity, such as mining and agriculture. Anglo American operates throughout the world. It has extensive operations in Africa, where 76% of its employees live. It is also a major employer in Europe. Its Tarmac aggregates and construction products business employs nearly 7,000 people in the UK. As a primary producer, Anglo American plays an important role in the world economy. Anglo American produces five main types of raw material.†¢ Business ethics †¢ Corporate social responsibility †¢ Effects of ethical behaviour †¢ Benefits of ethical behaviour Public limited company: a company whose shares are traded on the London Stock Exchange, denoted by the initials plc. Primary sector: the first stage in producing goods. Pressure group: an organisation formed by people with a common interest who get together to further that interest, for example, nongovernmental organisations. Ethics: moral principles or rules of conduct and behaviour accepted by members of society. Corporate social responsibility: the responsibility of an organisation to wider society, to a range of stakeholders including the community and society at large. Mining operations can have a big impact on the environment and on the societies where they work. Since most mineral resources belong to nation states, mining companies largely depend upon a licence to operate from governments. This allows them to extract and process minerals in return for investment and the payment of taxes and royalties. Increasingly it is also important to get the consent of local communities to mining development – a ‘social licence’ to operate. Like all businesses, mining companies are under increasing scrutiny from pressure groups as well as the general public. Anglo American seeks to adopt fair and sound business practice. The company believes that it has an important role to play in building the capabilities of the communities where it works. Issues such as combating corruption and promoting revenue transparency are high on the company’s business agenda. This case study shows how Anglo American seeks to make ethical choices in its business practice. What are business ethics? Business ethics are moral principles that guide the way a business behaves. The same principles that determine an individual’s actions also apply to business. Acting in an ethical way involves distinguishing between ‘right’ and ‘wrong’ and then making the ‘right’ choice. It is relatively easy to identify unethical business practices. For example, companies should not use child labour. They should not unlawfully use copyrighted materials and processes. They should not engage in bribery. However, it is not always easy to create similar hard-and-fast definitions of good ethical practice. A company must make a competitive return for its shareholders and treat its employees fairly. However a company also has wider responsibilities. It should minimise any harm to the environment and work in ways that do not damage the communities in which it operates. This is known as corporate social responsibility. ANGLO AMERICAN 25 www. thetimes100. co. uk The law is the key starting point for any business. Most leading businesses also have their own statement of Business Principles which set out their core values and standards. In Anglo American’s case, this is called ‘Good Citizenship’. A business should also follow relevant codes of practice that cover its sector. Many companies have created voluntary codes of practice that regulate practices in their industrial sector. These are often drawn up in consultation with governments, employees, local communities and other stakeholders. Anglo American has played an active part in initiatives such as the Extractive Industries Transparency Initiative, the United Nations Global Compact and the Global Reporting Initiative. GLOSSARY Code of practice: written guidelines governing business behaviour. This could take the form of a voluntary code or a legally enforced set of regulations. Universal Declaration of Human Rights: a declaration adopted by the United Nations General Assembly in 1948 outlining human rights that should apply to all people. Engagement: the process of involving others in the decision making process. Anglo American has also contributed to the Voluntary Principles on Security and Human Rights. This code sets out principles and practices for ensuring that a company’s need to ensure the security of its employees and operations in volatile countries does not adversely impact upon the local population. Thus the Principles provide guidance on how both private and public security forces assigned to protect a mining operation or an oil and gas facility should be vetted, trained in human rights, monitored and controlled. Anglo American also aims to ensure that it plays a role in protecting the human rights of its employees and local people in countries in which it operates. The company supports the principles set forth in the Universal Declaration of Human Rights. All companies need to make a profit. However, Anglo American recognises that this objective must take account of ethics as shown in its statement on corporate responsibility: ‘Though providing strong returns for our shareholders remains our prime objective, we do not believe that these can or should be achieved at the expense of social, environmental and moral considerations. Indeed a long-term business such as ours will only thrive if it also takes into account the needs of other stakeholders such as governments, employees, suppliers, communities and customers. ’ An important process used by Anglo American is that of stakeholder engagement. This enables it better to understand the perspectives and priorities of external groups that are affected by its activities and to factor them into its decision-making processes. To support this work at a local level, Anglo American has developed a Socio-Economic Assessment Toolbox or SEAT process. This ‘toolbox’ helps managers to measure the impact of activities on the company and communities. It also helps to improve a mine’s contribution to development through, for example, using its supply chain needs to generate new businesses or to improve the water or electricity infrastructure. They use this toolbox to engage with stakeholders including community representatives. 26 Sometimes communities have to be resettled, with government sanction, in order for important mineral deposits to be accessed. This can cause controversy and divisions in the communities concerned. International best practice sets out a number of key stages in such a process including the need for structured consultation, fair compensation and the importance of restoring and enhancing the livelihoods of people in their new locations. Recently Anglo American has had to undertake two such relocations in South Africa at the villages of Ga Pila and Motlhotlo. These were undertaken with the support of the provincial government and local tribal leadership and after consultation with local people lasting for several years leading to agreement with each householder. New villages have been built with better houses and infrastructure and more land for farming. The relocation programme was voluntary. The relocation programme at Motlhotlo is still under way but at Ga Pila 98% of those living in the old village took up the offer to move to the new village. www. thetimes100. co. uk GLOSSARY Empowerment giving responsibility for making decisions to lower levels within the organisation or community. Indigenous: naturally existing in a place or country rather than arriving from another place. Why should a business act ethically? Businesses have great potential to transform peoples lives and to alleviate poverty through generating economic growth. They produce goods and services that customers want and they create jobs. Through paying taxes, they contribute to government revenue that can finance schools, hospitals and other public services. However, a business must keep in tune with the wishes of the societies it serves or it runs the risk of alienating its shareholders, stakeholders and customers. This would be bad for business, reducing growth and potentially affecting profit. Anglo American has to deal with many different levels of interest when setting up a new project. This includes, for example, the owners of the land and the people and services in the area. The current South African government has a policy of transferring a share of the ownership, management and benefits of the countrys mining industry to people previously excluded from the economy. Anglo American is backing the South African government in this process. This includes supporting black economic empowerment deals (BEE). Through this process, Anglo American has sold (usually at a small discount) 26% of its assets in South Africa to BEE groups. For example, Anglo American was instrumental in the creation of Exxaro. This is now the largest black-owned and managed mining company listed on the Johannesburg Stock Exchange. It also aims to have at least 40% of its managers drawn from the ranks of previously disadvantaged ethnic groups. Governments in the developing world face many challenging social and economic problems. They need companies that are ready to be part of the solution. Anglo American believes that it can support governments in reducing poverty and inequality and in improving health and welfare. In South Africa, the company has been a major campaigner for AIDS education. It was the first major company in South Africa to announce that it would provide free anti-retroviral drugs to its HIV-positive employees. It now has the largest workplace HIV/AIDS education, voluntary testing and treatment programme in the world. After running the programme for five years studies have shown that the programme has become self-financing through reducing deaths and the attendant loss of skills and cutting absenteeism rates by boosting the health of infected workers. What are the effects of acting ethically? Most business activity incurs financial costs such as equipment and labour. Non-financial costs include noise and impact on the environment. There is a financial cost to acting ethically. To engage stakeholders takes time and money. Mining in ways that minimise environmental impacts is more expensive than extracting resources regardless of impact. An ethical business also recognises its responsibility for minimising the non-financial costs. The Pebble Project in Alaska is a good example of the way that Anglo American takes account of non-financial costs. This is a gold and copper mining project in the early stages of assessment. This could provide new jobs and revenues for the Alaskan economy at a time when oil and gas revenues have been falling. However, some people are concerned that the mine could damage fish stocks and wildlife. Therefore, Anglo American has been consulting widely and through a structured process with local people, politicians, businesses and especially indigenous people. 27 ANGLO AMERICAN Anglo American has made it clear that it will only seek to proceed with the project if it can be done without damage to the local fisheries. It will also give priority to the recruitment of local people. www. thetimes100. co. uk The benefits of ethical behaviour Anglo American establishes goals each year for sustainable development. These goals include: †¢ working without fatal accidents †¢ eliminating occupational diseases †¢ increasing diversity in the workplace †¢ increasing the benefits of mining for local communities †¢ increasing energy efficiency. By working towards these goals, Anglo American hopes to gain a competitive advantage. By demonstrating a more caring and sustainable approach, the company is able to differentiate itself from rival mining companies. It makes Anglo American more likely to be the partner of choice for many governments and communities in the developing world. It also helps with its position on the stock market. Most long-term investors, such as pension funds that run investments for millions of ordinary people in the UK, believe that it is important for a company to consider social and ethical issues and not just the financial bottom line if a business is to be sustainable. Anglo American sees shareholder returns and social and environmental responsibilities as complementary activities. This puts the company in a stronger position. All stakeholders benefit – shareholders, employees, governments, local communities and suppliers. GLOSSARY Sustainable development: development which meets present needs without compromising the ability of future generations to achieve their own needs and aspirations. Competitive advantage: a strategic element that enables an organisation to compete more effectively than its rivals. Governance: the process of making decisions and governing. Conclusion Anglo American is a multinational organisation with a high profile in the primary extractive sector. Because many new mineral deposits are to be found in developing countries, some of which have weak governance, Anglo American recognises that it must be rigorous in observing local laws, even if they are not always enforced. It has a significant role in supporting good governance initiatives and boosting the opportunities available to the communities associated with its mines. The company is involved in a range of initiatives to help these communities, such as AIDS testing and provision of new local services like schools and clinics. Its socio-economic assessment toolbox helps it measure its impact and engage with local communities to resolve issues and to underpin initiatives like small business development or partnerships with local farmers. The Times Newspaper Limited and  ©MBA Publishing Ltd 2008. Whilst every effort has been made to ensure accuracy of information, neither the publisher nor the client can be held responsible for errors of omission or commission. The financial and non-financial benefits to the company and shareholders are shown in several ways. Anglo American is trusted as a business partner that takes into account social and environmental issues. It has licence to operate in countries like South Africa, Brazil or Chile, where it is playing an important part in encouraging local business development. Questions 1. What are business ethics? Give two examples of business practices that stakeholders would regard as ethical and two that might be considered unethical. 2. The benefits of ethical business behaviour affect the business itself and the wider community. Taking an example of an Anglo American business project, identify the benefits to the local community and to the company’s shareholders. 3. How is Anglo American’s reputation enhanced by engaging with local communities in decision-making? Why is it important for this engagement to be an ongoing process? 4. Some business decisions involve a careful balance of social, economic and environmental considerations. Evaluate how Anglo American achieves that balance, using examples from the case study.

Defending our Nation Against Terrorism :: America Terrorism Argumentative Essays

Defending our Nation Against Terrorism As a member of the US Navy and a servant to the armed forces of the US, the past four or five months have been almost heartbreaking as I have watched the world take shots at the domination of US foreign policy. To think about the US Military as a potential or even acting terrorist makes me sick as I believe that I am serving to protect ideals such as freedom and democracy. However, there are many that look to the red, white and blue of the Americas as an aggressor against world peace and not as a linch-pin in the search for the global sustainment of order. This idea of aggression can be backed up by many examples, however, I would like to take this time to try and point out the good that comes from military intervention and disregard, just for a minute, the inability of the US to respect global sovereignty of various nations. It is through this explanation of service to the world in which I will defend myself as I try desperately to defend my nation. To begin with, a sense of duty was instilled in many Americans from the day they could first watch and hear the flag ceremonies held throughout the nation. A deep history of revolutionary blood and a restless search for inner-peace with our nation governed the formation of these 50 peaceful states. The emergence of the US as a dominant global power forced new responsibilities upon us as we entered the 20th century. It was the age of imperialism and the US jumped in headfirst in expanding her â€Å"empire without tears†, as William Cohen stated, into all parts of the global economy. This intrusion of US economic welfare and constraint angered many but it also helped many third world nations to regain their confidence in both their identity and in their people as a whole. It was from this period which we entered the World Wars and proved to many that we could be the guiding force in the spread of Democracy. The post War era saw the birth of the Marshall plan and one of the biggest restoration projects in the history of the world began in Western Europe as the US tried to right the wrongs that WWII ingrained in so many peoples heads.

A Personalised Induction Will Always Be More Effective

Introduction A personalised induction is a type of hypnotic induction that is designed to suit a certain individual. As humans, we appear to share the same traits, but in reality, we are different in various ways. This is because we have different likes, dislikes, perspectives, values, and we have diverse cultural backgrounds. Because of these unique differences, everyone has his or her way of handling various situations, and every individual has a different level of openness and resistance (Chapman 2006, p.113). Consequently, during hypnosis, it is worthwhile for the hypnotist to adopt a personalised approach because each participant has unique traits, and people normally respond to the hypnotic process in different ways. The personalised approach takes into account the client’s desires, perceptions, likes, dislikes, as well as their cultural background (James 2006, p.30). Thus, by personalising the induction, hypnotherapists can help their clients to realize better quality results that a re in line with each of the client’s goals. . In this essay, I argue that a personalised induction approach will always be more effective. As humans, we communicate with each other in various ways including gestures, facial expressions, body language, as well as tone of voice and intonation. However, during hypnosis, the hypnotist has limited techniques of communication available since the clients have their eyes closed. For instance, he or she cannot adopt non-verbal communication techniques, and this makes the message or the instructions he or she is sending to weaken. Thus, it is necessary for the hypnotist to adopt other appropriate techniques of strengthening the message being conveyed to the clients. In order to do this effectively, the hypnotist can personalise the way he or she speaks to the clients by adopting different words, tone variation, volume, and pace, but ensuring the message remains unchanged (Erickson, Rossi & Ryan 1998, p.37-59). Milton H. Erickson common ly referred to as the father of contemporary hypnotherapy recognised that people have different beliefs, values, perceptions, and cultural backgrounds, and consequently, throughout his career as a psychiatrist, he adopted the personalised induction as the best tool for hypnosis. Erickson differed with Hull’s opinion that the subject should always be a passive participant. According to Hull (1933/1968), adoption of a standardized induction would have the same effect on all the subjects (Hawkins 2006, p.36). Difference of opinion between these two great psychiatrists fuelled Erickson’s quest for a valid understanding of the best approach to the hypnotic induction. Later on, Erickson concluded that it is what the subjects do and understands that matters most, not what the operator wishes. In other words, he believed that in order to realize quality results of the therapy, the subjects must be active participants, and the suggestions given by the therapist ought to concur with the client’s desires, perceptions, values, and goals of the therapy (Zeig & Munion, 1999, p.48-51). Permissive and the authoritarian technique Erickson developed the idea that hypnosis is a natural process that needed a more viable approach such as the permissive technique, because it enhances the client’s responsiveness and cooperation. The permissive technique acknowledges that every individual has unique traits, values, perceptions, and desires. It is normally based on the assumption that every person has a unique way of entering into a trance state and receiving suggestions. In this approach, most of the clients know how to relax and enter a trance state, since the hypnotist briefs every client on how the process takes place at the start. As a result, the hypnotist simply acts as a guide as the subjects enters into a hypnotic state (Simpkins 2001, p.53). Before Erickson pioneered the permissive technique, the authoritative technique was the only available technique that was deemed effective. . The authoritative approach is commanding and direct, and its main objective is usually to establish control over the clie nt and modify his or her behaviour through adoption of repetitive commands. Pioneers of this approach believed that by establishing control over their clients, they would be able to increase the chances of getting remarkable results. However, this approach does not produce effective results as asserted by its pioneers since the subjects, who respond in a positive way to it, are only those who respect their authoritarian figures in their daily lives. As a result, authoritative technique can fail to produce quality results if the participant believes in being at the same level with all the authoritarian figures in his or her live (Sheehan 2005, p.67-70). Unlike the authoritative approach, the permissive technique mainly involves adoption of a soft tone to lull the client into relaxation. Throughout this approach, the client and the hypnotist are usually equal partners. Furthermore, more imagery is employed to increase the magnitude of the suggestions. The subject is also given greater responsibility. Since personalised imagery is incorporated in this technique, the induction becomes more real and viable than in the authoritative approach, since the suggestions used by the hypnotist conform to the clients likes and expectations (Sheehan 2005, p.70-72). Clark Hull and Sigmund Freud’s research on hypnosis Despite Erickson’s insistence on the value of the permissive technique, some people object the personalised induction approach. They claim that the personalised induction approach takes more time than the authoritative approach. Moreover, they support their stance by citing some of the works of the great traditional researchers such as Clark Hull and Sigmund Freud. Arguments involving state and the role theory are also used to analyze Erickson’s position. Hull differed with Erickson’s perspective and on the contrary, he proposed the authoritarian technique, which makes the subject a passive participant (Pintar & Lynn, 2009, p.112). He believed that adoption of a standardized approach would yield the same results on all the subjects. In 1940, Jung (1902/1957) backed him in his research, but Jung was not comfortable in using the authoritarian technique, because it involved commanding clients to do according to their therapist’s expectations. According to Jun g’s perspective, participants ought to be involved throughout the process instead of directing then to comply with suggestions that do not conform to their likes. Consequently, Jung broke away from Hull’s research (Hamill 2012, p.24). Based on this, it is clear that the authoritarian approach is not viable, and as a result, it is not logical to oppose the personalised approach based on Hull’s perspective since he does not take into account preferences and expectations of the participants. In addition, Freud’s research asserts that the process of hypnosis would give better results when the subject was on deep trance. Like Hull, Freud adopted the authoritarian technique in a more assertive manner hoping that he would get better results (Sofroniou 2010, p.12). He was particularly interested in the technique because he believed that it was the perfect way of accessing forgotten events and emotions, a cathartic process, which gave relief to his clients. Howeve r, Freud became uncomfortable with hypnosis because his patients did not respond uniformly to the process. He was also afraid that the direct suggestion technique might do away with symptoms that were important for the clients to retain. In addition, Freud had worries over the sexual perceptions that surrounded the hypnotic process, which labelled a client as ‘giving herself’ emotionally to the psychiatrist. Because of these reasons, as well as lack of sufficient experience with hypnosis both through research and clinically, Freud decided to quit hypnosis (Zeig & Munion 1999, p.48-49). If Freud had adopted the permissive approach, he would have succeeded because the personalised approach relies on suggestions that are in line with the client’s expectations, desires and likes, and as a result, the clients could not lose any important symptom. The permissive technique would also help him to eliminate the ill-sexual perception, since it gives the client greater resp onsibility unlike the authoritarian technique. State and the role theory Advocates of the state theory, which asserts that hypnotic induction arouses a unique modified state of consciousness in the patient, base their argument on the notable changes that occur to the brain during hypnosis, and to the dramatic effects, which hypnosis can cause such as the disappearance of warts and insensitivity to pain. They also claim that sometimes, both hypnotised and non-hypnotised participants take instructions differently. For instance, in a certain study, both the hypnotised and non-hypnotised were told to run their hands through their hair once they heard the word ‘experiment.’ The pretenders carried out the suggestion only when the psychiatrist said the word, but the hypnotised participants complied regardless of who gave the suggestion (Coon, Mitterer, Talbot & Vanchella, 2010, p.194). Based on this, opponents of the personalised induction claim that the authoritative approach is as effective as the permissive approach. They support their claim by a sserting that participants who do not respond to the permissive technique can respond to the authoritarian technique effectively, particularly those who respect authoritarian figures in their life. Moreover, advocates of the role theory assert that hypnosis is not a special state of consciousness. They argue that some of the changes linked with hypnosis can also take place without it. They claim that hypnotised people just comply with the demands of the situation, and act in conformity with a special role. From this point of view, hypnosis provides a socially logical reason to comply with someone’s suggestions, in the same way as a physical exam, which provides a logical reason of removing clothes on request. Supporters of the role theory justify their claims by arguing that non-hypnotised participants sometimes exhibit behaviours that are usually linked with hypnosis (Bernstein & Nash, 2008, p.153). Based on this, I disagree with the opponents of the personalised induction w ho adopt the role theory to support their stance, because the theory rejects the idea of hypnosis without providing concrete reasons. The dissociation theory The dissociation theory provides substantial reasons why the personalised inductions should be adopted during the hypnotic process. The theory suggests that hypnosis is not a single specific state, but the general condition, which temporarily reorganises our normal control over actions and thoughts. Dissociation allows body movements to occur under voluntary control and the involuntary processes to be controlled voluntarily. As Hilgard proposed this theory, he asserted that the relaxation of control occurs because of the social agreement between the hypnotist and the hypnotised person to share control (Bernstein & Nash, 2008, p.153-154). In other words, the theory supports the idea that for the process to be effective, the participant should be an active participant, something advocated in the personalised induction approach. Modern hypnosis Based on contemporary hypnosis, a personalised induction seems to be the most effective approach in hypnosis. The approach takes into account the client’s values, desires, and it views the subjects as active participants. It also supports the idea that it is imperative to have the patient as relaxed as possible, get them involved in the in the process, and discuss the expectations and goals of attending the therapy with the client. Furthermore, the modern hypnotherapist starts the therapy session by establishing a rapport with their patients, which is a key aspect of the personalised induction approach (Gaschler 2009, p.21). In the course of the personalised induction, strong relationships between the clients and the therapist are necessary in order to ensure the client is fully involved in the process. Learning Modalities Overtime, personalised induction has stood out as the best because it takes into consideration learning modalities, which are key channels through which people receive, store, and give information. Modality is comprised of perception, sensation, and memory and the key senses include smell, taste, visual, auditory, and kinaesthetic. Knowledge of modalities enables therapists to personalise screeds for each client. When a patient’s modalities are ascertained, it becomes easy to discuss with them in a way that makes them feel comfortable and relaxed (Hogan & LaBay 2007, p.226-239). As a result, it becomes easy to achieve the objective of the therapy. Conclusion The above discussion has suggested that personalised induction is more effective than the authoritarian approach. This is because we have different likes, dislikes, desires, perceptions, and we come from different cultural backgrounds. Consequently, to achieve remarkable results in the process of hypnosis, the hypnotist should take into consideration all this aspects. Although a standardized approach (authoritative approach) can be effective in some instances, it only works on subjects who respect the authoritative figures. Moreover, the authoritative technique assumes that all people react in the same manner to suggestions. However, this should not be the case since we possess different traits. Thus, the personalised induction or the permissive approach is the only method through which noteworthy results can be achieved during the hypnotic process, since it acknowledges that we have different likes, dislikes, perceptions and that we come from diverse cultural backgrounds. References Bernstein, D. A., & Nash, P. W. (2008). Essentials of psychology. Boston, MA, Houghton Mifflin. Chapman, R. A. (2006). The clinical use of hypnosis in cognitive behavior therapy a practitioner’s casebook. New York, NY, Springer Pub. Coon, D., Mitterer, J. O., Talbot, S., & Vanchella, C. M. (2010). Introduction to psychology: gateways to mind and behavior. Belmont, Calif, Wadsworth Cengage Learning. Erickson, M. H., Rossi, E. L., & Ryan, M. O. (1998). Mind-body communication in hypnosis. London, Free Association. Gaschler, T. (2009). Modern hypnosis techniques Pt. 1. Pt. 1. [Bad Sachsa], Steiner. Hamill, D. (2012). An Introduction to Hypnosis & Hypnotherapy. Bolton, MA, eBookIt.com. Hawkins, P. (2006). Hypnosis and stress a guide for clinicians. Chichester, England, Wiley. Hogan, K., & LaBay, M. (2007). Through the Open Door: Secrets of Self-hypnosis. Gretna, Louisiana: Pelican Publishing. James, U. (2006). Clinical hypnosis textbook: a guide for practical intervention. Oxford, Radcliffe Publishing. Pintar, J., & Lynn, S. J. (2009). Hypnosis a Brief History. Chichester, John Wiley & Sons Sheehan, L. (2005). Basic Hypnosis Manual. Raleigh, North Carolina: Lulu. Simpkins, C. A. (2001). Self-Hypnosis: Plain and Simple. Tuttle Pub. Sofroniou, A. (2010). The misinterpretation of Sigmund Freud. [Raleigh, N.C. ], Lulu Com. Zeig, J. K., & Munion, W. M. (1999). Milton H. Erickson. London, Sage Publications. A Personalised Induction Will Always Be More Effective Introduction A personalised induction is a type of hypnotic induction that is designed to suit a certain individual. As humans, we appear to share the same traits, but in reality, we are different in various ways. This is because we have different likes, dislikes, perspectives, values, and we have diverse cultural backgrounds. Because of these unique differences, everyone has his or her way of handling various situations, and every individual has a different level of openness and resistance (Chapman 2006, p.113). Consequently, during hypnosis, it is worthwhile for the hypnotist to adopt a personalised approach because each participant has unique traits, and people normally respond to the hypnotic process in different ways. The personalised approach takes into account the client’s desires, perceptions, likes, dislikes, as well as their cultural background (James 2006, p.30). Thus, by personalising the induction, hypnotherapists can help their clients to realize better quality results that a re in line with each of the client’s goals. . In this essay, I argue that a personalised induction approach will always be more effective. As humans, we communicate with each other in various ways including gestures, facial expressions, body language, as well as tone of voice and intonation. However, during hypnosis, the hypnotist has limited techniques of communication available since the clients have their eyes closed. For instance, he or she cannot adopt non-verbal communication techniques, and this makes the message or the instructions he or she is sending to weaken. Thus, it is necessary for the hypnotist to adopt other appropriate techniques of strengthening the message being conveyed to the clients. In order to do this effectively, the hypnotist can personalise the way he or she speaks to the clients by adopting different words, tone variation, volume, and pace, but ensuring the message remains unchanged (Erickson, Rossi & Ryan 1998, p.37-59). Milton H. Erickson common ly referred to as the father of contemporary hypnotherapy recognised that people have different beliefs, values, perceptions, and cultural backgrounds, and consequently, throughout his career as a psychiatrist, he adopted the personalised induction as the best tool for hypnosis. Erickson differed with Hull’s opinion that the subject should always be a passive participant. According to Hull (1933/1968), adoption of a standardized induction would have the same effect on all the subjects (Hawkins 2006, p.36). Difference of opinion between these two great psychiatrists fuelled Erickson’s quest for a valid understanding of the best approach to the hypnotic induction. Later on, Erickson concluded that it is what the subjects do and understands that matters most, not what the operator wishes. In other words, he believed that in order to realize quality results of the therapy, the subjects must be active participants, and the suggestions given by the therapist ought to concur with the client’s desires, perceptions, values, and goals of the therapy (Zeig & Munion, 1999, p.48-51). Permissive and the authoritarian technique Erickson developed the idea that hypnosis is a natural process that needed a more viable approach such as the permissive technique, because it enhances the client’s responsiveness and cooperation. The permissive technique acknowledges that every individual has unique traits, values, perceptions, and desires. It is normally based on the assumption that every person has a unique way of entering into a trance state and receiving suggestions. In this approach, most of the clients know how to relax and enter a trance state, since the hypnotist briefs every client on how the process takes place at the start. As a result, the hypnotist simply acts as a guide as the subjects enters into a hypnotic state (Simpkins 2001, p.53). Before Erickson pioneered the permissive technique, the authoritative technique was the only available technique that was deemed effective. . The authoritative approach is commanding and direct, and its main objective is usually to establish control over the clie nt and modify his or her behaviour through adoption of repetitive commands. Pioneers of this approach believed that by establishing control over their clients, they would be able to increase the chances of getting remarkable results. However, this approach does not produce effective results as asserted by its pioneers since the subjects, who respond in a positive way to it, are only those who respect their authoritarian figures in their daily lives. As a result, authoritative technique can fail to produce quality results if the participant believes in being at the same level with all the authoritarian figures in his or her live (Sheehan 2005, p.67-70). Unlike the authoritative approach, the permissive technique mainly involves adoption of a soft tone to lull the client into relaxation. Throughout this approach, the client and the hypnotist are usually equal partners. Furthermore, more imagery is employed to increase the magnitude of the suggestions. The subject is also given greater responsibility. Since personalised imagery is incorporated in this technique, the induction becomes more real and viable than in the authoritative approach, since the suggestions used by the hypnotist conform to the clients likes and expectations (Sheehan 2005, p.70-72). Clark Hull and Sigmund Freud’s research on hypnosis Despite Erickson’s insistence on the value of the permissive technique, some people object the personalised induction approach. They claim that the personalised induction approach takes more time than the authoritative approach. Moreover, they support their stance by citing some of the works of the great traditional researchers such as Clark Hull and Sigmund Freud. Arguments involving state and the role theory are also used to analyze Erickson’s position. Hull differed with Erickson’s perspective and on the contrary, he proposed the authoritarian technique, which makes the subject a passive participant (Pintar & Lynn, 2009, p.112). He believed that adoption of a standardized approach would yield the same results on all the subjects. In 1940, Jung (1902/1957) backed him in his research, but Jung was not comfortable in using the authoritarian technique, because it involved commanding clients to do according to their therapist’s expectations. According to Jun g’s perspective, participants ought to be involved throughout the process instead of directing then to comply with suggestions that do not conform to their likes. Consequently, Jung broke away from Hull’s research (Hamill 2012, p.24). Based on this, it is clear that the authoritarian approach is not viable, and as a result, it is not logical to oppose the personalised approach based on Hull’s perspective since he does not take into account preferences and expectations of the participants. In addition, Freud’s research asserts that the process of hypnosis would give better results when the subject was on deep trance. Like Hull, Freud adopted the authoritarian technique in a more assertive manner hoping that he would get better results (Sofroniou 2010, p.12). He was particularly interested in the technique because he believed that it was the perfect way of accessing forgotten events and emotions, a cathartic process, which gave relief to his clients. Howeve r, Freud became uncomfortable with hypnosis because his patients did not respond uniformly to the process. He was also afraid that the direct suggestion technique might do away with symptoms that were important for the clients to retain. In addition, Freud had worries over the sexual perceptions that surrounded the hypnotic process, which labelled a client as ‘giving herself’ emotionally to the psychiatrist. Because of these reasons, as well as lack of sufficient experience with hypnosis both through research and clinically, Freud decided to quit hypnosis (Zeig & Munion 1999, p.48-49). If Freud had adopted the permissive approach, he would have succeeded because the personalised approach relies on suggestions that are in line with the client’s expectations, desires and likes, and as a result, the clients could not lose any important symptom. The permissive technique would also help him to eliminate the ill-sexual perception, since it gives the client greater resp onsibility unlike the authoritarian technique. State and the role theory Advocates of the state theory, which asserts that hypnotic induction arouses a unique modified state of consciousness in the patient, base their argument on the notable changes that occur to the brain during hypnosis, and to the dramatic effects, which hypnosis can cause such as the disappearance of warts and insensitivity to pain. They also claim that sometimes, both hypnotised and non-hypnotised participants take instructions differently. For instance, in a certain study, both the hypnotised and non-hypnotised were told to run their hands through their hair once they heard the word ‘experiment.’ The pretenders carried out the suggestion only when the psychiatrist said the word, but the hypnotised participants complied regardless of who gave the suggestion (Coon, Mitterer, Talbot & Vanchella, 2010, p.194). Based on this, opponents of the personalised induction claim that the authoritative approach is as effective as the permissive approach. They support their claim by a sserting that participants who do not respond to the permissive technique can respond to the authoritarian technique effectively, particularly those who respect authoritarian figures in their life. Moreover, advocates of the role theory assert that hypnosis is not a special state of consciousness. They argue that some of the changes linked with hypnosis can also take place without it. They claim that hypnotised people just comply with the demands of the situation, and act in conformity with a special role. From this point of view, hypnosis provides a socially logical reason to comply with someone’s suggestions, in the same way as a physical exam, which provides a logical reason of removing clothes on request. Supporters of the role theory justify their claims by arguing that non-hypnotised participants sometimes exhibit behaviours that are usually linked with hypnosis (Bernstein & Nash, 2008, p.153). Based on this, I disagree with the opponents of the personalised induction w ho adopt the role theory to support their stance, because the theory rejects the idea of hypnosis without providing concrete reasons. The dissociation theory The dissociation theory provides substantial reasons why the personalised inductions should be adopted during the hypnotic process. The theory suggests that hypnosis is not a single specific state, but the general condition, which temporarily reorganises our normal control over actions and thoughts. Dissociation allows body movements to occur under voluntary control and the involuntary processes to be controlled voluntarily. As Hilgard proposed this theory, he asserted that the relaxation of control occurs because of the social agreement between the hypnotist and the hypnotised person to share control (Bernstein & Nash, 2008, p.153-154). In other words, the theory supports the idea that for the process to be effective, the participant should be an active participant, something advocated in the personalised induction approach. Modern hypnosis Based on contemporary hypnosis, a personalised induction seems to be the most effective approach in hypnosis. The approach takes into account the client’s values, desires, and it views the subjects as active participants. It also supports the idea that it is imperative to have the patient as relaxed as possible, get them involved in the in the process, and discuss the expectations and goals of attending the therapy with the client. Furthermore, the modern hypnotherapist starts the therapy session by establishing a rapport with their patients, which is a key aspect of the personalised induction approach (Gaschler 2009, p.21). In the course of the personalised induction, strong relationships between the clients and the therapist are necessary in order to ensure the client is fully involved in the process. Learning Modalities Overtime, personalised induction has stood out as the best because it takes into consideration learning modalities, which are key channels through which people receive, store, and give information. Modality is comprised of perception, sensation, and memory and the key senses include smell, taste, visual, auditory, and kinaesthetic. Knowledge of modalities enables therapists to personalise screeds for each client. When a patient’s modalities are ascertained, it becomes easy to discuss with them in a way that makes them feel comfortable and relaxed (Hogan & LaBay 2007, p.226-239). As a result, it becomes easy to achieve the objective of the therapy. Conclusion The above discussion has suggested that personalised induction is more effective than the authoritarian approach. This is because we have different likes, dislikes, desires, perceptions, and we come from different cultural backgrounds. Consequently, to achieve remarkable results in the process of hypnosis, the hypnotist should take into consideration all this aspects. Although a standardized approach (authoritative approach) can be effective in some instances, it only works on subjects who respect the authoritative figures. Moreover, the authoritative technique assumes that all people react in the same manner to suggestions. However, this should not be the case since we possess different traits. Thus, the personalised induction or the permissive approach is the only method through which noteworthy results can be achieved during the hypnotic process, since it acknowledges that we have different likes, dislikes, perceptions and that we come from diverse cultural backgrounds. References Bernstein, D. A., & Nash, P. W. (2008). Essentials of psychology. Boston, MA, Houghton Mifflin. Chapman, R. A. (2006). The clinical use of hypnosis in cognitive behavior therapy a practitioner’s casebook. New York, NY, Springer Pub. Coon, D., Mitterer, J. O., Talbot, S., & Vanchella, C. M. (2010). Introduction to psychology: gateways to mind and behavior. Belmont, Calif, Wadsworth Cengage Learning. Erickson, M. H., Rossi, E. L., & Ryan, M. O. (1998). Mind-body communication in hypnosis. London, Free Association. Gaschler, T. (2009). Modern hypnosis techniques Pt. 1. Pt. 1. [Bad Sachsa], Steiner. Hamill, D. (2012). An Introduction to Hypnosis & Hypnotherapy. Bolton, MA, eBookIt.com. Hawkins, P. (2006). Hypnosis and stress a guide for clinicians. Chichester, England, Wiley. Hogan, K., & LaBay, M. (2007). Through the Open Door: Secrets of Self-hypnosis. Gretna, Louisiana: Pelican Publishing. James, U. (2006). Clinical hypnosis textbook: a guide for practical intervention. Oxford, Radcliffe Publishing. Pintar, J., & Lynn, S. J. (2009). Hypnosis a Brief History. Chichester, John Wiley & Sons Sheehan, L. (2005). Basic Hypnosis Manual. Raleigh, North Carolina: Lulu. Simpkins, C. A. (2001). Self-Hypnosis: Plain and Simple. Tuttle Pub. Sofroniou, A. (2010). The misinterpretation of Sigmund Freud. [Raleigh, N.C. ], Lulu Com. Zeig, J. K., & Munion, W. M. (1999). Milton H. Erickson. London, Sage Publications.

Essay about Advertising In Baseball Stadiums - 1673 Words

Introduction nbsp;nbsp;nbsp;nbsp;nbsp;Baseball is considered to be America’s favorite pastime and has become popular all over the world. This sport is watched by millions of people every time there is a game played. People will go to the stadiums to watch and a lot of fans will watch the game on television. Since there are so many people watching these games, advertising has become more and more apart of every baseball stadium due to the amount of exposure a company can receive by using the many types of ads found in a baseball stadium. The stadiums use billboards, fences, green screens, merchandise, airplanes, names of stadiums, and scoreboards as all different ways to advertise a company’s product. Billboards Billboards play a huge†¦show more content†¦It is the background of the outfielders and whenever a ball is hit out there or someone wants to look at the scoreboard, people have to look at the outfield and have really no choice to look at the advertisements on the fences. GAP Inc. really benefited from company’s putting there ads on the fence, because left-centerfield and right-centerfield are called the â€Å"gap† in baseball leaving a lot of stadiums to use GAP as their advertisement in that area on the fence. Fences are really useful due to how visible they are throughout an entire game. Green Screens nbsp;nbsp;nbsp;nbsp;nbsp;Technology is making advertising much easier in baseball stadiums and the use of green screens is really starting to take off. Greens screens are only visible to fans watching the game on television, but are very useful due to how easy it is to switch an advertisement during an inning of the game. The green screens are usually located behind the umpire on the backstop to left of batter’s box for left-handed batters. This is not a distraction to pitchers or infielders, because they use a green screen which is similar to the centerfield sitting area. This area never sits any fans and is either black or green in a stadium so that the batter is not distracted when a pitcher is throwing a pitch. Marketers like the ads because they dominate the background behind the pitcher-hitter confrontation, which is the central image in a baseball telecast. Plus, if an advertisement takes place duringShow MoreRelatedAdvertising in Baseball Stadiums1701 Words   |  7 PagesIntroduction Baseball is considered to be Americas favorite pastime and has become popular all over the world. This sport is watched by millions of people every time there is a game played. People will go to the stadiums to watch and a lot of fans will watch the game on television. 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Without having to share equity with anotherRead MoreGreendale Stadium Case1281 Words   |  6 PagesBONTÉ Geoffrey KERTESZ Samuel BONTÉ Geoffrey KERTESZ Samuel Professors  : Elisabeth KJELLSTRÃâ€"M Nikos MACHERIDIS Professors  : Elisabeth KJELLSTRÃâ€"M Nikos MACHERIDIS ASSIGNMENT 1: Essay on a case Greendale Stadium Case ASSIGNMENT 1: Essay on a case Greendale Stadium Case FEKH13 - Project Management A Business Perspective FEKH13 - Project Management A Business Perspective November 19 2012 November 19 2012 Questions 4th Edition of the book. 1. Will the project be able to be completed by the MayRead MoreA Game For Price And Tampa Bay950 Words   |  4 Pagesbut we can control the experience that they have while at the ballpark. It’s clear to see that attendance has been a problem lately. Attendance has dropped every season since 2012. In 2015, we had the lowest total attendance of any Major League Baseball team by over 100,000 people. 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Throughout Various Regions of the World - Free Essay Example

Sample details Pages: 5 Words: 1493 Downloads: 3 Date added: 2019/04/26 Category Sociology Essay Level High school Tags: Gender Roles Essay Did you like this example? Introduction Gender roles and expectations have constantly evolved throughout history. Many of the practices that used to restrict the rights of women have been gotten rid of, thus giving women are more equal footing in modern-day society. However, even with the rise of awareness for womens rights, many women are not afforded the same luxuries and opportunities as women who live in countries that are more developed. Don’t waste time! Our writers will create an original "Throughout Various Regions of the World" essay for you Create order In places such as the Middle East, women virtually have no rights whatsoever. In My Daughter, Malala, Ziauddin Yousafzai addresses the issues that Pakistani women face. They are used as bartering tokens in marriages, and are restricted from leaving their homes, unless a man accompanies them. In Kenya, women are treated just as poorly as Middle Eastern women are. In A Girl Who Demanded School Kakenya Ntaiya details the struggles that many Kenyan women must put up with. Arranged marriages are also a common occurrence in Kenya. Kakenya Ntaiya, a native of the small Kenyan village of Enoosaen, was engaged at five years old. She had to agree to undergo female circumcision, so she could stay in high school. Once she graduated, she was able to get permission to go to college in the United States of America. She was the first girl in her village to ever leave and pursue a higher-level education. In Our Centurys Greatest Injustice, Sheryl WuDunn speaks on the numerous occasions that she was w itnessed women being deprived of their rights. In My Daughter, Malala, A Girl Who Demanded School, and Our Centurys Greatest Injustice, it is evident that despite being disadvantaged through cultural, religious, and societal means, women all around the world are still striving to better themselves and break the molds of traditional gender roles. My Daughter, Malala In My Daughter, Malala, Ziauddin Yousafzai speaks on the climate regarding women and their quest for equality in Pakistan. Ziauddin is an educated man who was freely allowed to go to school and learn when he was younger. This is the same for all boys in Pakistan. If Pakistani boys want to further their education, it is completed accepted. This, however, is not the same for girls growing up in Pakistan. In Pakistan, men are the dominant figures in society. Everything is decided by men, and often times, they do not factor in the opinions of women. Pakistanis believe that men should have the final say in any discussion, and any woman who tries to give her input can be punished severely, or even killed. This causes many women to stay inside their homes since this is where they are the safest from inequality and ridicule (Men and Women, Gender Relations). In Pakistani culture, it is only acceptable for me to receive an education. This allows men to get jobs that require skill, which in tu rn allows men to get paid more. Since women cant go to school, they are confined to the home. Ziauddin Yousafzais daughter, Malala, decided to go against the grain and go to school. Her defiance of gender norms angered many Pakistani men. The terrorist group, the Taliban, was so enraged that they attacked and shot Malala in the head. Thankfully, Malala survived the attacked, and she continues to speak out against the outrageous treatment of women in Pakistani culture. Malala and her father use their newly-found platform to help provide awareness for the issues that Pakistani women face on a daily basis (Yousafzai, 2014). The way women are regarded in Pakistan is slowly changing for the better. With more exposure and awareness for their cause, the Yousafzais will hopefully be able to change Pakistans gender disparity forever. A Girl Who Demanded School In A Girl Who Demanded School, Kakenya Ntaiya discusses the disparities between men and women in Kenyan society. In her TED Talk, Kakenya Ntaiya recounts the story of when she first learned that she was engaged to be married. Shockingly, Kakenya was only five years old. Prearranged marriages are oddities in developed countries, but they are the norm in developing ones such as Kenya. As she was growing up, her mother and grandmother would point out her husband whenever he would walk by. From the age of five, Kakenya was trained to do all of the tasks and chores that were expected from a wife. She collected water, swept mats, and milked cows (Ntaiya, 2012). Like in many other developing countries, Kenyan men are the ones tasked with getting skilled jobs. Men are the breadwinners in society, and nearly all of the familys financial responsibilities rest on their shoulders (Kenyan Culture â€Å" Family). Although many Kenyan girls do not attend school, Kakenya was determined to receive h er education, because her mother was not able to go to school. This was easier said than done. Kakenya Ntaiya had to bargain with her father just to be able to complete high school. They agreed that Kakenya had to undergo female circumcision before she could finish high school. Kakenya Ntaiya graduated with very good grades. Her grades were so good that she was able to get a scholarship to attend college in the United States. Although her college was completely paid for, Kakenya still had to raise enough money to get a plane ticket to the United States. Many of her village elders were originally skeptical about helping Kakenya. Most elders felt that such a great opportunity should go to a male villager, and not a female. Thankfully, the elders eventually decided that Kakenyas cause was a worthy one, and they raised enough money to fly her to America. Once she graduated, Kakenya returned to her village of Enoosaen. In Kenya, many schools only accept boys or have limited spots for gir ls. Because of this, Kakenya founded her own school, designed for the sole purpose of educating young girls. The girls are taught leadership, empowerment, and other life skills. Kakenyas school has grown exponentially since its initial founding (Ntaiya, 2012). The status of women is rising in Kenya each and every year. Many women are receiving higher level education, which provides them better-paying jobs (Kenyan Culture â€Å" Family). Hopefully, more Kenyan women will continue going to school, which will, in turn, help raise awareness for womens rights. Our Centurys Greatest Injustice In Our Centurys Greatest Injustice, Sheryl WuDunn speaks on the terrible realities that some women have to deal with each and every day. WuDunn states that the biggest moral issues of the 18th and 19th centuries were slavery and totalitarianism, and she believes that crimes against women are biggest issues that will plague society in the 21st century. She states that millions of girls all across the globe are at risk of being raped, neglected, or sold into slavery. WuDunn notes that the number of women and men living on Earth is almost split evenly 50/50, but when living conditions and quality of life are at peak level, women have been found to live longer. However, in developing countries, when living conditions are lower, boys are 50% more likely to survive than girls are. This is due to parents feeling less compelled to provide for their daughters when their sons are in need. Parents in poorer southern Asian countries are also less likely to enroll their daughter in school. Rape a nd prostitution were two of WuDunns major talking points. India is one of the biggest hotbeds for sex trafficking. Many Indian men want to preserve the decency of their women, so they hire prostitutes from Nepal. Often times, they dont even pay for the womens services. They just rape the women, and sometimes they kill them. WuDunn believes that through education, she can get people in first world countries to donate money to charitable causes in third world countries. She also feels that people in developed countries need to rid themselves of the idea that people in third world countries are helpless and hopeless (WuDunn, 2010). Conclusion All around the world, women are being deprived of basic rights that all people, no matter their gender, deserve to have. In places like Pakistan, little girls are rarely allowed to go to school. The ones that do are instantly put at risk of attack. In Kenya, girls are forced into prearranged marriages. They have no choice in the matter, and they can be killed for trying to object the union. People who live in developed countries can help to raise awareness for women and the struggles that they go through in under-developed countries. By donating and volunteering, people can help impact the lives of women who live thousands of miles away. My Daughter, Malala, A Girl Who Demanded School, and Our Centurys Greatest Injustice all illustrate the drive and determination women have to better themselves and the situation for other women. Women like Malala, Kakenya Ntaiya, and Sheryl WuDunn will continue to raise awareness for the hardships that women have to endure all over the world. These w omen are the light that leads oppressed women to continuously overcome the stereotypical gender roles that often confine them.

Analysis Of Pariah, Directed And Written By Dee Rees Essay

LGBT is an initialism that stands for lesbian, gay, bi-sexual, and transgender. It is intended to highlight a diversity of sexuality and gender identity-based cultures. Historically, LGBT people have had to deal with being brutalised and misunderstood because of the misconception that being gay is different and deserves different treatment. However, there are efforts being made daily by the community in order to educate people and ease their fears. The purpose of the following analysis is to deconstruct how people who fought back while growing up realizing they are apart of community help shaped and/or will shape them to become strong roles for LGBT people around the world. In this paper, I will examine how women of color who deal with the lack of acceptance growing up because of their lesbianism help shape and/or will shape them to be future role models for LGBT people around the world. I will be using the coming of age drama, Pariah, directed and written by Dee Rees, as a primary source in order to argue how the cinematography in this film portrays Alike being the epitome of embracing one s sexuality. I chose this film because it reminded me of a similar story that touched me in the form of a book written by Audre Lorde called Zami: A New Spelling of My Name. Standing up in what Alike believed in and taking a stand by fighting back against so many in the community deal with on a everyday basis is the driving force I will use to show how she took a big giant step

Marketing Strategy Uber

Question: Discuss about theMarketing Strategyfor Uber. Answer: Introduction Uber is a share and ride taxi service that is supported by the Google. The services of this company have been launched in Australia in the year 2012. He services ever since has seen an unprecedented growth and popularity. Nevertheless it has been in a, logger heads with the general taxi services of the nation. In the following discussion we shall propose a marketing strategy that can help to improve the business plan and structure of Uber in Australia(Nextjuggernaut, 2015). Controls The controls of the marketing plan shall indicate at the points or the parameters that can be used for monitoring the progress of the business plan and to ascertain that how much of the projected plan has been attained. Customer Feedback: The uber is a taxi service system that provides an option to the customers to register their feedback with the company; In fact this system is mandatory. The customer cannot book another taxi without giving a review of the previous service used. This is a parameter that can be used to ascertain the success of the service o the brand in the market. Target Sales: The target sales can yet again be another effective control of the marketing plan that can help the management of the company to understand the business trend or tide of the company. Budget: The budget values of the plan can help the management to understand again that whether the business is having a profitable trend or not. Market Share: The percentage of market share of the brand can also act as a probable control that can tell whether the business plans are attained or missed(Funk, 2015). Analytics and Performance In order to bring about a successful marketing analytics, or a process of evaluating the success of the marketing plan as designed earlier, the system of evaluating the customer feedback can be put into rigorous and aggressive use. At the same time the management can also focus on the element or the index of market penetration that has been successfully attained by the brand. This is again an index that shall be indicated by the sales figures of the brand and also an increase in the area of operation of the brand. In addition to the same we see that the brand can elevate its performance through an increase in the range of services that it can provide to the customers. Hence one of the underlining points shall be to come up with innovative services that can attract the attention of a larger section of customers('Keefe Jones, 2015). Implementation The implementation of the marketing strategy shall consist of the following steps that can actually help the company and the brand to increase its visibility amongst the customers, so that it can attract the attention of a larger gamut of users. In this context the marketing team shall have to make use of various channels: Use of the media channels such as the television, radio and also the print media shall be one of the major sources that can help to build the brand image in the market. The various media channels shall be used to create an increased awareness of the brand amongst the customers in the market. The portals or the sites of this service are one of the best channels that can help the user to know about the other new schemes of the brand. This shall be one of the most vital moves on the part of the brand to introduce its new services amongst the customers of the brand. Uber can also start a new scheme as per any person who can add a new customer to the companys list shall get a rebate of a certain percentage over the next three rides. This shall lead to a positive word of mouth about the brand almost the customers(October, 2014). Marketing Administration Organization The marketing administration organization in this context shall deal with the attributes of the product category, the country where the marketing is being done, Australia in this case and also prime offer being made. In terms of the product category, mention can be made of the new offers and the new products that are to be launched. In this context the scenario of the Australian market, the requirement of the people of the nation etc are to be kept in mind at the time of making the marketing strategy. In other words the prime facet on which the marketing strategy is to be planned shall be based on the aspect of the new features of the services that are to be launched. This is an aspect that can help to attract a larger gamut of customers for the brand(Cmd, 2015). Contingency Planning The contingency planning of the marketing strategy shall concentrate on changing the genre of attraction that has to be projected to allure a larger share of customers. Initially as per the original strategy the aspect of new services and new features would have been projected to attract the attention of the customers. However in case it failed the point of attraction and its projection would defer to the following points: The prices of the rides shall be lowered in the name of the approaching festive season. The services can offer other lucrative offers such as free wifi connection and better connectivity rates. Uber can also work on the facet that elderly people shall be given extra assistance in terms of carrying their luggage and giving them extra attention. This personalised touch can help the brand to build a better goodwill amongst the customers of the nation. Uber can also introduce the system of granting extra rebate to people who are celebrating days such as birthdays, anniversaries etc(Bellpartners, 2016). Conclusion It is to be remembered in this context that the market is a lucrative and also a challenging one in Australia. The marketing strategy for Uber has to be such that can offer extra advantages to the customers and can offer them a feeling of extra care extended. References: Bellpartners. (2016, April 06). Insurance What does the rise of ride-hire services mean for insurance in Australia? Retrieved October 22, 2016, from Bellpartners: https://www.bellpartners.com/insurance-what-does-the-rise-of-ride-hire-services-mean-for-insurance-in-australia/ Cmd. (2015, October 06). Uber Australia. Retrieved October 22, 2016, from Cmd: https://www.cmd.act.gov.au/policystrategic/regreform/2015-taxi-industry-innovation-reforms/submissions/uber Funk, J. (2015, April 13). Uber's Business Model. Retrieved October 22, 2016, from slideshare: https://www.slideshare.net/funk97/ubers-business-model 'Keefe, B., Jones, M. (2015, October 22). How Uber plays the tax shell game. Retrieved October 22, 2016, from fortune: https://fortune.com/2015/10/22/uber-tax-shell/ Nextjuggernaut. (2015, September 24). How Uber Works: Insights into Business Revenue Model. Retrieved October 22, 2016, from nextjuggernaut: https://nextjuggernaut.com/blog/how-uber-works-business-model-revenue-uber-insights/ October. (2014, October 02). A review of Ubers online marketing strategy. Retrieved October 22, 2016, from webprofits: https://www.webprofits.com.au/uber/