Mass Marketing and Mass Customization Essay

1. Stragetic Marketing In its strategic role, marketing focuses on business’s intentions in a market and the means and timing of realizing those intentions. The strategic role of marketing is quite different from marketing management, which deals with developing, implementing, and directing programs to achieve designated intentions 1.1 Concept of strategic marketing As shown above, the marketing function plays at different levels in the organization. At the corporate level, marketing inputs (competitive analysis, market dynamics, and environmental shifts) are essential for formulating a corporate strategic plan. Marketing represents the boundary between the marketplace and the company, and knowledge of current and emerging happenings in the marketplace are extremely important in any strategic planning exercises. At the other end of the scale, marketing management deals with the formulation and implementation of marketing programs to support the perspectives of strategic marketing, referring to marketing strategy of a product/market. This time, marketing strategy is developed at the business unit level. Marketing’s Role in the Organization Organizational level Role of Marketing Formal Name Corporate Provide customer and competitive perspective for corporate strategic planning Corporate marketing Business unit Assist in the development of strategic perspective of the business unit to direct its future course Strategic marketing Product/market Formulate and implement marketing programs Marketing management Together, the strategic three Cs form the marketing strategy triangle. All  three Cs-customer, corporation, and competition- are dynamic, living creatures with their own objectives to pursue. If what the customer wants doesn’t match the needs of the corporation, the latter’s long-term viability may be at stake. Positive matching of the needs and objectives of customer and corporation is required for a lasting good relationship. But such matching is relative, and if the competition is able to offer a better match, the corporation will be at a disadvantage over time. In other words, the matching of needs between customer and corporation must not only be positive, it must be better or stronger than the match between the customer and the competitor. When the corporation’s approach to their customer is identical to that of the competition, the customer cannot differentiate between them. The result could be a price war that may satisfy the customer’s but not t he corporation’s needs. In summary, marketing strategy, in terms of these three key constituents, must be defined as an endeavor by a corporation to differentiate itself positively from its competitors, using its relative corporate strengths to better satisfy customer needs in a given environmental setting. 1.2 Example for marketing strategy 1.2.1 Around the World There are a lot of corporations succeed in marketing strategy. The most highlight one is Samsung. Just a few years ago Samsung was struggling to catch up in the smartphone market. Now it makes more of them than anybody else and has Apple on the back foot, in addition to being the world’s largest technology company by revenue. Samsung’s aggression has gotten it into trouble in the past, losing a high profile case to Apple for imitating its design. But the reputation hit and the fine were a small price to pay. The company pivots and produces quickly, coming out with a variety of devices. It sees what the market responds to, pushes successes, and kills failures. And now, rather than just providing a cheaper and lesser iPhone, it’s differentiated itself with larger screens, different features, successful marketing, and delivering what consumers want. The Note is a perfect example. The company found through market research that Asian-language speakers in particular wa nted a device that they could hand-write on, because drawing characters is easier with a pen. The result was a combination phone/tablet (â€Å"phablet†) that’s been an unexpected hit. 1.2.2 Vietnam In Vietnam, the marketing strategy has just started in 2006 (as Vietnam joined WTO). Therefore, marketing strategy could count on the fingers of one hand. But there still are some corporations do that. As we know they are ICP, THP, and Vinamilk†¦ To Vinamilk, at the beginning, Vinamilk just paid their intension in distribution. But later, the most important thing that they concerned about is to build the trust and quality (especially after the melamine incident) As the quality is acquired, Vinamilk makes a further step forward in building the trust in their customers. In order to do that, they aim to produce milk from domestic initiative through developing and supporting farmers in their dairy herds. After the melamine incident, it makes a positive impact on Vinamilk. So that Vinamilk can make a further step to increase customers’ awareness in products’ quality. In 2011, Vinamilk went in making trust by cooperating with well-known milk and nutrition research center s. In that way, Vinamilk can be more proactive in meeting the milk and nutrition which suited the Vietnamese. 2. Mass marketing 2.1 Definition Mass marketing is a market strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy. Companies use mass marketing to promote a single product or service to as many people as possible without differentiating how various segments of the market might respond. For example, a fast-food chain might offer the same hamburger promotion at all of its franchises to create a demand for its new product. The idea is to broadcast a message that will reach the largest number of people possible. By reaching the largest audience possible, exposure to the product is maximized. In theory, this would directly correlate with a larger number of sales or buy in to the product. It is the technique of trying to spread our marketing message to anyone and everyone who are willing to listen. It enables us to reach a wide range of services to take any job that comes on our way. Some examples of mass marketing strategies would be direct mail, yellow page ads, billboards, radio ads, free dinner seminars, etc A mass market is a general population which can be targeted at wide for the sales and marketing of a product. A  mass market is broad in nature and is not categorized by demographics. For example – Automobiles – cars and two wheelers, usually target the mass markets with heterogeneous ages, locations and preferences. . However these mass markets can be further diversified into smaller segments. Products which target a mass market generally vary their promotion strategies according to the market. Example – An automobile company or a telecom company targets a mass market. However each individual might have a different preference for automobiles or telecom service providers. Does within the mass market, there exist individual segments. A smart marketer will try to promote his product to the biggest chunk of the mass market. For example – In soft drinks, Pepsi is targeting the youth, but on the other hand coke is targeting whole families through defining values. Thus coke has a bigger market and it is a more widely recognized brand when compared to Pepsi. 2.2 Purpose The purposes of undifferentiated marketing are several. Mass marketing focuses on high sales and low prices. It aims to provide products and services that will appeal to the whole market.It announces the presence of your small business and products to the general public and attracts as many eyes to the brand as possible. By doing so, it allows you to gauge which segments of the market are most interested in your brand and adjust your marketing to target them more specifically. Mass marketing also saves the expense of market research and targeted campaigns by allowing you to reach the market as a whole and fine tune your efforts later on once revenue is comfortably consistent.Henry Ford realized this when he created the Model T. Before him, the automobile was a niche product for the wealthy. Ford developed a vehicle that was accessible to all and made millions. The reason mass marketing strategies work at all is because at any given time, there is approximately 3 percent of the market that is actively looking for what it is you have to offer. For example, 3 percent of people are actively in the market, as we speak, for a new car, a new home or maybe even a new advisor. Mass marketing strategies rely on this 3 percent to give you a return on your investment. To be successful utilizing these strategies, you have to invest a significant amount of time and money upfront to see any response. Many advisors spend a lot of years and money competing with other advisors in their market over this small â€Å"need help now† market. 2.3 Background Mass marketing has its origins in the 1920s with the inception of mass radio use. This gave corporations an opportunity to appeal to a wide variety of potential customers. Due to this, variety marketing had to be changed in order to persuade a wide audience with different needs into buying the same thing. It has developed over the years into a worldwide multi-billion dollar industry. Although sagging in the Great Depression it regained popularity and continued to expand through the 40s and 50s. It slowed during the anti-capitalist movements of the 60’s and 70’s before coming back stronger than before in the 80’s, 90’s and today. These trends are due to corresponding upswings in mass media, the parent of mass marketing. For most of the twentieth century, major consumer-products companies held fast to mass marketing- mass-producing, mass distributing and mass promoting about the same product in about the same way to all consumers. Mass marketing creates the largest potential market, which leads to lowered costs. It is also called overall marketing. 2.4 Products For certain types of widely consumed items such asnecessities, furniture, artwork, automobiles, residential communities, soft drinks and personal computers,†¦mass marketing approach makes the most sense. Typically, things which are perceived to be necessary to the consumer are subject to mass marketing. Resources of mass marketing provide cost-effective marketing solutions for small and micro businesses, including start-ups. For example, toothpaste isn’t marketed to one particular market segment.It is sold in huge quantities. A company or individual who manufactures toothpaste wishes to get more people to buy their particular brand over another. The goal is that when a consumer has the option to select a tube of toothpaste, he would remember the product that was marketed. Often, this type of general appeal is supported by positive, emotional settings, and a great many reinforcers at the point of purchase. Walk through any supermarket, and you will observe hundreds of food products that are perceived as nearly identical by the consumer and are treated as such by the producer, especially generic items. Many mass marketed items are considered staple items. These are items people  are accustomed to buying new when their old ones are used up. Even â€Å"products† like politicians and services from professions such as law, chiropractic and medicine, are subject to mass marketing. A company that sells affordably priced products that appeal to a wide variety of consumers. Mass market retailers are not necessarily known for selling durable, high-quality merchandise or for having exceptional customer service, but they do meet consumers’ wants and needs, at reasonable prices. Examples of mass market retailers include big box stores such as Target, Sam’s Club and Best Buy, as well as brands like Levi Strauss and Gap, and e-retailers like Amazon. Supermarket, drugstore, mass merchandise and warehouse chains, are all considered mass market retailers. 2.5 Shotgun Approach The shotgun theory is an approach of mass marketing. It involves reaching as many people as you can through television, cable and radio. On the Web, it refers to a lot of advertising done through banners to text ads in as many websites as you can, in order to get enough eyeballs that will hopefully turn into sales. An example of shotgun marketing would be to simply place an ad on primetime television, without focusing on any specific group of audience. A shotgun approach increases the odds of hitting a target when it is more difficult to focus. 2.6 Strategy â€Å"All things to all people† It is the technique of trying to spread our marketing message to anyone and everyone who are willing to listen. A truckload of general advertising is done to the mass market in the hope that some of them will hit a target. It enables us to reach a wide range of services to take any job that comes on our way; and ultimately we become a â€Å"jack of all trades and a master of none†. Mass marketing quite simply targets the masses without any concern over addressing different needs and desires of different segments of the population. Mass marketing can be effective for products that are helpful to the majority of people. Advertisers often combine more than one type of ad around a single theme or slogan to help the product become more familiar with consumers. Companies aim mass marketing at the total market for a particular product. With an un-segmented strategy a firm develops a single marketing mix – one combination of product, price, promotion and  distribution. Compan ies that adopt mass marketing take an undifferentiated approach that assume that all customers in the market have similar need and wants that can be reasonably satisfied with a single marketing program. Coca-Cola, for example was available in only one flavor and in one type of bottle. Another example of mass marketing was Henry Ford’s offer to consumers of only one car Model-T in just one color. 2.7 Advantages and disavantages 2.7.1 Advantages Product Life Cycle A mass marketing approach may offer an advantage in cases where a product has reached the end of its life cycle. A product’s life cycle charts its course within a consumer market, from its first appearance on the market to increasing sales followed by its eventual decline in popularity or demand. A decline in sales typically marks the end of a product’s life cycle, regardless of what type of marketing approach you used. At the beginning of the life cycle, businesses may use mass marketing approach to obtain the most sales possible from targeted consumer markets. Once sales start to slow, these marketing approaches show little potential for increasing sales. By using mass marketing approach at the end of a product’s life cycle, businesses may increase the likelihood of sales by making a product available to other market sectors. Economies of scale When applying the mass marketing approach, the companies are able to produce in large scale. This requires that companies have to invest in the modern equipment, improve leadership. Moreover, the production processes need to be standardized in order to gain the economies of scale. For example: Advertising messages by mass media can reach millions of viewers in a single showing, and economies of scale make mass distribution cheaper than regional deliveries Spreading of risk When investment in capital is scattered, the companies can minimize changes of demand. For example, if one segment is crashed, this is likely to be compensated by other segments. Brand awareness and value When applying mass marketing approach, your brand will appear in many segment markets. This will help your company build a strong brand. For example: Hoang Anh Gia Lai has been a wood manufacturing company since 1990. In 2009, this company invested in estate and succeeded quickly thanks to this famous brand 2.7.2 Disadvantage Marketing cost When applying mass marketing approach, companies have to implement the promotion strategies such as: advertising, public relation (PR). For example: when introducing toothpaste product P/S, Unilever implements advertising campaign on national television channels, even on local television channels. According to experts, brands that are as large as P/S, are advertised 30-40 times in a single day on VTV3 channel. The price of a single advertising range is between 7 million vnd to 40 million vnd in accordance with advertising time. It is just a single channel; in fact, P/S has also been advertised on VTV1, VTV2, and many local channels such as DRT†¦ And in addition, Unilever also has to pay for banner cost, labor cost†¦ And P/S is also a single Unilever’s product. Therefore, Unilever spends millions of dollar a day on advertising. Research and development cost and fierce completion Today, technology has become the most important factor in business. This factor is vital factor especially for market leaders. In many cases, the new products of competitor are able to dominate market, even are able to make your products disappear. For example: Kodak is a photography company. While Kodak is competing with Fuji, a photography company from Japan, the invention of digital camera almost makes those companies to be in bankruptcy. Another example, Unilever and many detergent manufacturers are anxious about the invention of ultrasonic washing machine. This may lead to the disappearance of Omo (products of Unilever) Market research cost Today, when the supply of many commodities overcomes the demand, the society changes from manufacturer society to consumptive society. The marketing concept also changes. The manufacturers, now, have to find out the needs of customer, and try to satisfy them. The manufacturers no longer pay attention  about how to find out markets to sell their products, therefore, they try to produce as much as possible. And in order to satisfy diverse needs, companies have to spend much time and money on market research activities such as population census, level of economic growth, demography, culture, polity, national policy†¦ 3 Mass customization 3.1 Definition Mass customization was first popularized in 1993 by B. Joseph Pine II in his book â€Å"Mass Customization – The new Frontier in Business competition† and defined as â€Å"developing, producing, marketing and delivering affordable goods and services with enough variety and customization that nearly everyone finds exactly what they want† Indeed, mass customization did not become a tangible innovative business trend until the second half of the 2000’s thanks to rapid manufacturing and information technologies and more structured customer-manufacturer interaction methods A completed definition appeared. Mass customization, in marketing, manufacturing and management, is the use of flexible computer-aided manufacturing systems to produce custom output. Those systems combine the low unit costs of mass production processes with the flexibility of individual customization. Mass customization has become particularly important within the fashion industry, where ther e is an increasing demand for personalized clothes, handbags, shoes etc. 3.2 Characters of mass customization †¢ It is an evolution of mass production, which seeks to answer customers’ needs, requirements and wishes for having individualized and personalized goods and services. This also implies the production of high quantity at low costs. †¢ It leverages on new information technologies and innovative manufacturing processes to ensure high volumes at low cost; It produces goods and services to meet individual customer’s needs with near mass production efficiency† 3.3 Key success factors of mass customization Customer sensitivity. Refers to customer demands for individualized and customized products, which depends on two main factors: 1) Degree of customer’s sacrifices (how much he is willing to pay and how long he is willing to wait); 2) Firm’s ability to produce according to customer’s  specifications within a reasonable time and cost limits. Process amenability. Manufacturing technology and information technologies must be available for mass customization systems and products must be designed to be customizable. Competitive environment. Market conditions will support competitive environment. Being the first to implement mass customization in a particular industry may lead to gaining competitive advantage but when mass customization becomes more common, there are fewer opportunities to achieve that. Organizational readiness. Organizational readiness refers to the firm’s attitudes, culture and resources. The firm’s management should be open to new ide as and aggressive in competitive advantage and the promotion of a culture through the development of networks, new products and process technologies. 3.4 Example In 1996, Dell drew people’s attention to completely-new computer marketing strategy called â€Å"Build-to-order†: Marketers must first consult with customers to determine their requirements, then realize exactly what customers need and finally, use the information in product design processes. Dell Computer was also eager to use this method very successfully in building a database for their website. They allowed individual customers to assemble and purchase computers and accessories directly via the website www.dell.com. In 2000, Dell’s revenue reached $ 50 million per day. In 2001, Dell surpassed IBM to become the multinational computer technology company having the largest market share in the world. The success of Dell shows trends and demands to shift from mass production to mass customization. A typical example can be found easily through fast food outlets providing â€Å"burger† and chips at a low price. However, until 1995, this model became backward to market growth. Therefore, McDonald’s quickly shifted from mass production to customer requirements. McDonald’s added meatballs, pizza, sandwich, apple pies and ice cream to their menus. Moreover, the menu is suitable for each country and is written in many languages. For example about Big Macs (hamburgers sold by McDonald’s) in India where the majority of people are Islamic, pork is replaced with lamb on the menu, and drinks also diversify with beer and wine beside Coca Cola , Pepsi and 7 Up . The size of the glass also varies by regions: large glasses of water in the U.S. and smaller glasses in Asian countries. The present success of McDonald all  over the world shows a good change in their strategy. 3.5 Advantages and disadvantages 3.5.1 Advantages Benefits to the economy Applying the method â€Å"build to order†, no goods are actually made until the buyers send an order. Unwanted and out-of-date products, which are wasted to our limited resources, are eliminated. Because mass customization uses â€Å"build-to-order†, which requires a very short lead time from the receipt of the customer’s order to the delivery of the product, speedy response and perfect coordination of all types of input is necessary. Therefore, it would be suitable for the company’s functional departments such as procurement, manufacture, assembly and logistics to be addressed which market nears the customer. Specalization will save our resources because it reduces cost and time despite of mass production. Blue-collar workers (people who do physical work in industry) in developed countries will benefit as they have more jobs in their local without going to any far countries. Manufacturers, who always want to sell to large populations of developing countri es, believe that their local subsidiaries are able to independently meet the needs of that market without direct producing from parent company. Therefore, developing economies will also benefit as more knowledge-based jobs moved to their countries. Benefits to manufacturers By applying mass customization and â€Å"build to order† strategies, products are only manufactured when a customer order is received. As nothing is produced until an order is received, there are huge saved successes to be harvested by eliminating of unsold goods, goods in process and raw materials. In the case of Dell, payment is collected upfront when the customised order is received. Therefore, the company’s cash flow position improves and financial risk is reduced. Tseng and Jiao (1996) pointed out that in high volume production; mass production shows an advantage due to the economy of scale. However, with low to medium volume production, where production quantity cannot give remarkable result to buyer’s profits, customers are willing to pay more because their special and divers needs are satisfied. Consequently, small and medium enterprises, that have difficulty achieving economy of  scale, have the most to gain from mass customisation. In taking a custome r order, closed information about the customer’s preferences is collected thus generating a profile of the customer. By keeping profiles of all customers in a database, the company is able to design a â€Å"customised marketing† strategy for each individual customer. More importantly, knowledge of the customer’s profile allows the company to better manage the relationship it has with the customer. This stage also helps the company reduce the cost for market research. Benefits to customers The most obvious benefit to the customers is that goods that can meet the exact needs and wants of an individual are available at prices comparable to those of standard mass produced goods. Fiore et al. (2001) state that in the fashion apparel industry, the process of configuring and designing clothes by themselves proves to be a stimulating experience. The sheer novelty, intriguing application of advanced technology such as body scanning and pleasure from involvement in the creative process may prove as desirable as the apparel itself. As build to order becomes the norm in industry, customers can expect shorter lead-time to delivery. Long wait for goods due to out of stock situation would no longer occur. 3.5.2 Disadvantages Drawbacks for the customers A major concern of customers is whether there would be higher prices for customised product. In short to medium term, pricing would likely be higher than mass produced goods. In the longer term, when mass customisers compete among themselves, prices are expected to fall. A key disadvantage of customised goods is the difficulty in comparing between suppliers. Different suppliers rarely offer the same options for their goods. Therefore, some benefits of sharing information between customers are lost. Consequently, the lack of comparison and competition may result in higher prices for customised products than mass-produce ones. Suppliers are likely to apply value-based pricing rather than cost-based pricing. In value-based pricing, price is set based on the feeling value that customers think about goods. In cost-based pricing, the price is set based on the actual cost of production. However, this disadvantage to the customer is an advantage to the manufacturer who gains a higher profit on customised product. Because the  customer is given multiple choices product, identifying the real cost of the customized product may prove difficult. When the number of product options increases, so does the complexity of cost estimation. To separate the risk of costing, manufacturers may place higher profit on all features of the products. Lack of product knowledge by some customers may result in wrong details and unwanted products. There is also increase in the performance of the customised product due to lack of comparison. Helping customer to learn how to configure the products is an additional unpredicted cost. Entering into the privacy of customers can be a major concern. Personal information is extracted during product detail stage and set database. The information is then sold to other suppliers without previous agreement of the customers; this company may have to be faced with punishment. Drawbacks for manufactures & the economy Although there are many substantial researches into the subject, there are very few actual successful organisations that a working framework can be modelled coherently. A key problem of mass customisation is deciding on the options for customers. Gilmore and Pine (1997a) warned that customisation options should be restricted to limit options for customers to choose, in order to avoid wasteful efforts. Another difficulty is too definite the amount that the customer is willing to pay for functional goods. Mass customisation faces the hard task of changing their organisational structure and culture. When the progress go wrongly, factory productivity and capacity planning can be seriously affected. The complexity of supporting multiple types of product can result in increased cost due to: lower worker, higher machinery cost and higher inventories of goods in process and finished goods. Other concerns are constant re-training demand, production delays and product quality issues. Substanti al investment in information technology is required to create the close relation between all organisation’s value chain and external suppliers and intermediaries. As information technology becomes obsolete (out-of-date) fairly quick, keeping the information infrastructure can increase cost. Approriate market players, whose strategy is to focus on small part of the market, will be the biggest losers. Mass customisation organisations are able to enter all parts of the market, at mass production pricing. Market manufacturers that do not change will not survive. Michael  Cox, chief economist at the Federal Reserve Bank of Dallas, in concurrence with Toffler lamented that â€Å"If you don’t customize, you’re going to lose business in today’s marketplace.† (Wall Street Journal, April 29, 1999, pp. A1). Finally, we may have a remarkable situation, where the market is dominated by a few super efficient mass customisation organisations. Entering into the privacy of customers can be a major concern. Personal information is extracted during product detail stage and set database. The information is then sold to other suppliers without previous agreement of the customers; this company may have to be faced with punishment. 4 Mass Marketing and Mass Customization 1. Goal -to appeal to an entire market, create the largest potential market and reach the highest turnover. -Delivering goods and services at prices low enough that nearly everyone can afford them. -to meet consumers’ diverse and changing needs at near mass production prices. -Delivering affordable goods and services with enough variety and customization that nearly everyone finds exactly what they want. 2. Strategy -using one basic marketing strategy to approach the entire market. -using different methods designed to target each specific population segment. Because Mass Marketing is a market coverage technique that does not distinguish or recognize any substantial differences between customer segments, it only use one basic marketing (single marketing mix) strategy by utilizing mass distribution and mass promotion to appeal the entire market place. On the contrary, mass customization uses many different methods to satisfy each specific customer segment. There are 4 types of mass customization (which are Collaborative Customization, Adaptive Customization, Transparent Customization and Cosmetic Customization) and in each type; the company has different ways to communicate with customers. For Collaborative Customization, the company works in partnership with individual customers to develop precise product offerings to best suit each  customer’s needs. For Adaptive Customization, the company produces standardized products that are customizable by the end-user. Transparent Customization is where the company provides unique products to individual customers without overtly stating the products are customized. And Cosmetic Customization produces standardized products but market the products in different ways to various customers. 3. Tools -utilizing mass distribution and mass media. -using technologies such as computerization, internet, product modularization, and lean production. Mass marketing tries to spread the marketing message to anyone and everyone who are willing to listen and let its products/services known by the greatest number of people so that it can reach potential customers. Therefore, mass media and mass distribution are good tools for the strategy. Businesses can reach the mass market with advertising messages through a variety of media. Radio is the oldest mass market medium. Television quickly took a dominant role as the mass medium of choice of a large number of businesses. Television remained the most effective means of reaching mass market audiences until innovations in technology and the Internet began to change the game around the turn of the 21st century. Newspapers are also a traditional mass market medium, although not as effective as radio or television due to the regional or biased nature of individual publications. Mass customization concentrates on using technologies (such as computerization, internet, product modularization, and lean production) in order to make products that really meet customer’s needs and be able to quickly produce an item only when an order is received. 4. Products -standardized products built to inventory. -long product life cycles -standardized modules assembled based on customers’ needs. -short product life cycles Mass marketing aims to attract all kinds of buyers by producing and distributing the one best product at the lowest possible price; no product  is made specially for one person or a group of people. Therefore, the products must be standardized to make sure that the vendor can sell their goods to a large number of customers. Typically, things which are perceived to be necessary/essential to the consumer are subject to mass marketing. It focuses on products that have little change in customer’s demand, so the life cycles of products are long. In mass customization, products are made to satisfied different customer segment, it also have standardization but for modules to be assembled and made complete products based on customer’s need. Because the mass customization produces goods in response to volatile market demand, the life cycles of products is short. 5. Economics -Economies of scale. -Economies of scope and customer integration. An economy of scale means the decrease in unit cost of a product or service resulting from large-scale operations and it plays an important role in mass marketing. When applying the mass marketing approach, the companies are able to produce in large scale. Advertising messages broadcast over mass media can reach millions of audiences in a single showing, and economies of scale make mass distribution cheaper than regional deliveries. Economies of scope are conceptually similar to economies of scale. Whereas economies of scale for a firm primarily refers to reductions in the average cost (cost per unit) associated with increasing the scale of production for a single product type, economies of scope refers to lowering the average cost for a firm in producing two or more products. In mass customization, the product customization concepts and design schemes are determined and agreed between customers and manufacturers. Moreover, by sharing demand and supply information, supply chain partn ers can better utilize production resources in response to volatile market demand. The integration of customer in manufacturing really helps to make products with reasonable and affordable prices. 6. Customer involvement -customers are passively involved in the value chain. -customers are actively integrated into the value chain. In Mass Marketing, products are made before there are orders from customers and they just receive products’ information through mass media like newspaper, TV or internet; then make decisions to buy goods or not. In other words, mass marketing is where the vendor offers a product on a ‘take it or leave it’ basis, so customers are passively involved in the value chain. In Mass Customization, there are many applications including software-based product configurations that allow end-users to add and/or change certain functionalities of a core product. This involvement of the customer in the design and production stage means that the customer becomes a â€Å"prosumer† as described by futurologist Alvin Toffler in the 1970 book, ‘Future Shock’. The â€Å"prosumer† is producer and consumer in concert, defining and producing the product. This type of customization is called Collaborative customization and the customers are really involved in the value chain of products. 7. Type of business -big enterprises. -small and medium enterprises. To carry out a mass marketing strategy, a company must have a strong finance to pay for heavy advertising costs, establishing brands and. The company has to pay a large amount of money on mass media for keep its image in public eyes. Whereas, in mass customization, thanks to the build-to-order method (products are only manufactured when a customer order is received), the company can reduce the cost of a customized products and avoid unsold products. Moreover, the company creates specific marketing strategies to reach different customer segments, so it can really understand the customer’s needs and keep good relationship with them. This also helps the company reduce the cost for market research. This is an advantage for small and medium enterprises to start their business with limited resources. 5 Which one is dead? Mass marketing strategy is trying to reach market in greater areas by using single marketing strategy. The advantages of this strategy is in terms of low cost in production costs and tends to masters market monopolistic ally – as well as – can close all markets from competitors. In the past, mass  marketing was a relatively common and successful approach. The classic example given is the Ford Motor Company with their standard offering of the Model T Ford, which is the only product they sold for many years and it was only provided in one color (black). Nowadays, mass marketing is facing to the death because of several challenges below: Various segmented market and different demand of customer Today’s marketplaces are individualized, customized, and personalized. A single product offering, therefore, cannot fully satisfy the diverse needs of all consumers in a market and consumers with unsatisfied needs expose businesses to challenges by competitors who are able to identify and fulfill consumer needs more precisely. In fact, markets for new products typically begin with one competitor offering a single product, and then gradually splinter into segments as competitors enter the market with products and marketing messages targeted at groups of consumers the original producer may have missed. These new competitors are able to enter a market ostensibly controlled by an established competitor because they can identify and meet the needs of unsatisfied customer segments. In recent times, the proliferation of computerized customer databases has worked to drive marketing toward ever-more-narrowly focused market segments The ineffiecience of communication to customer Mass marketing is an attempt to appeal to an entire market with one basic marketing strategy utilizing mass distribution and mass media. Also called undifferentiated marketing, it maximizes products advertising to consumers. Unlike niche marketing, that targets markets and audiences via research and analytical techniques; mass marketing advertises products to a large audience. Until recently, marketers have pretty much taken a â€Å"mass media† approach to their efforts: Blast out as many marketing messages as possible on every medium available as often as you can afford it. In an era when it’s not really possible to learn anything about the audience and their tastes, this crude shotgun method of attack is pretty much the only option. Mass marketing tactics are really just slightly more sophisticated versions of standing on the street corner yelling at people who walk by, hoping that some small percentage of them might be interested in what you have to say. The development of the Internet and social media Traditionally mass marketing has focused on radio, television and newspapers as the media used to reach this broad audience. By reaching the largest audience, exposure to the product is maximized. In the new millennium, the Internet – a mass communications medium- is more and more developing. Besides, it also changes the way people approach new products. The Internet has allowed people to reach out to each other and becomes a powerful force of one. Through ‘world wide web’ and social media, customers are able to connect with others who have similar interest, share experiences about products, complain about poor performing products or even become brand advocates.. Thereore, customers – not mass maketing tools – have influence on their decision buying products themselves. The Mass marketing could be coming to an end replaced by a new era of personal marketing. The businesses should make the right marketing strategy to approach their targets. VII. Conclusion Mass marketing is old school marketing. No longer can businesses afford to blindly send large volume of the same messages to unqualified recipients. Nor can they afford to treat each customer to same way. Yet many businesses still practice these useless exercises. Plenty of businesses practice bad marketing on a regular basis. It’s wasteful and it produces negative effects. With an unfocused target, the wrong people will get the wrong message. As a result, marketing dollars will be wasted. Prospective elients may look unfavorably on your business because you appear to be careless, desperate, or just plain clueless, and no one wants to work with a business like that. Customers can’t be treated anonymously. One of the keys to successful marketing and sales understands your customer’s needs and pains, and how to better serve them. Personalized marketing will help businesses address these customer needs. Today, when more and more industries move towards creating mark ets of one, the satisfaction of increasingly individualized consumer demand is a challenge faced by many manufacturing organizations. Consequentially, this situation has led to a rapid growth in the attention given to mass customization for the fulfillment of individual consumer requirements. Customer co-design and integration are the keys to  mass customization. This is the core element that differentiates mass customization from other strategies like lean management or agile manufacturing. With today’s information technology, mass customization customers can be included into the value creation chain by defining, configuring or modifying an individual order. Though an interactive website customers can configure specifications of the product or service, packaging and even delivery options. The use of build-to-order methods, where an item is not constructed until an order is received, is an important factor in minimising the cost of a customized product. Mass customization is a reality because it is an attractive strategy for both manufacturers and customers. Producers are able to reduce their inventories a nd manufacturing overhead costs, eliminate waste in their supply chains, and obtain more accurate information about demand. Including the customer in the product design also establishes an individual contact between the manufacturer and customer, which offers possibilities for building up a lasting relationship. Mass customization technologies make it possible for companies to create a cost efficient value chain, while increasing flexibility towards answering customers’ needs from heterogeneous market demands. In this way, companies pay more attention in delivering products and services, and, instead of focusing just on acquiring new customers, they concentrate on building lasting relationships with the existing customers. Involving customers into the company’s value creation process increases their sense of contribution in the end product and brings real first hand customer knowledge. Small and medium enterprises comprise most of the world’s manufacturing secto r. In addition to feeling intense pressure from low-cost international competitors, these organizations have to deal with rising raw material cost, customers demanding high quality service, support, and product variety. Mass customization has snuck up on many of us. It has happened gradually and has moved from industry to industry without carrying the â€Å"mass customizing† label. We have gotten used to having our products and services customized without having the label â€Å"mass customizing† used to define customizing what is happening. We take mass customization for granted. We turn on our computer, click on â€Å"Word,† choose our favorite font, our color of the day, and the stationery that we think will impress our reader, and within seconds we are creating a document that we have quickly and effortlessly customized  to meet our personal desires. We believe that mass customization has great potential to be a source of sustainable financial and strategic adv antage. Today’s market characteristics and competitive challenges favor mass customization in many industries and market situations. We invite managers to learn more about this strategy and investigate how a customized mass customization approach can suit their businesses better.

Multi National Corporation

â€Å"On balance, multinational corporations provide more positive outcomes for society than negative ones†. Multinational corporations are practically in every sphere of modern life, from policy making to the  environment and international security; from problems of identity and community to the future of work and nation state. (Gabel and Bruner,  2003, VI) A multi-national corporation (MNC) is a business organisation which has its headquarters in one country but conducts and controls productive activities in a range of different countries.There are numerous examples of such organisations, car manufacturers like Ford, Toyota, Honda , Volkswagen; oil companies like Shell, BP, Exxon Mobil ; technology companies like Dell, Microsoft, Hewlett Packard ,Canon ; food and drink companies such as Coca Cola, Interbrew, McDonalds, FMCG companies like P&G and banking companies like Yes bank, Hsbs, etc.According to Bartlett and Ghoshal (1998), the multinational organisation is defined by the following characteristics: ‘A decentralized federation of asset and responsibilities, a management process defined by simple financial control systems overlaid on informal personal coordination, and a dominant strategic mentality that viewed the company’s worldwide operations as a portfolio of national business. In a multinational organisation, the decisions, obviously, are decentralised. ’ Generally speaking multinational corporations are a boon to this world.They have made this world a better place to live in. There are numerous positive outcomes of a MNC. These corporations have brought this world together and have connected the whole mankind. They have developed the underdeveloped countries through their investments and improving their economy. MNC, by their very nature, are large organisations. Their size means they often have considerable power and influence and as a result have come in for some criticism of their actions. It is also assumed that MN Cs tend to locate operations in poor countries only.This, of course, is not the case. Honda and Nissan have both invested heavily in production facilities in the UK but are Japanese companies. (Bized, 2007) Multinational Corporations are believed to play a major role in improving the economy and lifestyle of the developing country. MNC have made this world a global village and connected people from all parts of the world and made them work together in a state of harmony. Due to these transnational corporations, the working of people from different origin, caste, and race is possible.These corporations are the reason that we can now live together with any type of human. They have made it possible for us to think globally and live globally. It is believed among many economists that MNCs fill various gaps within a host country's economy. The first and most often cited one is that, when domestic investment and savings doesn't meet the required rate of growth in the economy, the gap in i nvestment is filled by the MNCs' investment because these corporations have large funds and so can help in building an economy benefitting the whole world.Secondly when the targeted foreign exchange is not met by the net foreign exchange derived from imports and exports together with net public debt, the gap is constituted by MNCs' net exports and capital inflow. These giant enterprises also fill the gap between targeted government tax revenues and locally raised taxes. Lastly the gap of management skills, entrepreneurship and technological skills are believed to be filled by the MNCs. They bind all sorts of people together because these are huge agencies and so require works of all type.Engineers use technological skills to make a product which is sold by entrepreneurs using management skills and lastly the whole all account is managed by managers. So everyone works together filling up the gap between them. (Financial times, 2001) According to A. K. Cairn Cross, ‘It is not po ssible to buy development so cheaply. The provision of foreign capital may yield a more adequate infrastructure, but rarely by itself generates rapid development unless there are already large investment opportunities going a begging. That is why the intervention of multinational corporations is imperative in the context of the economic growth and modernisation of developing economies where ample investment avenues lie open and yet due to lack of capital and technical know-how, these potentials remain unexploited. Multinational corporations help in reorganising the economic infrastructure in collaboration with the domestic sector through financial and technical help. These corporations build huge buildings and factories which improves the infrastructure of a developing country to a huge extent. Multinational organisations (MNO) have helped in he increase of employment in the host nation as well as in the other countries where it functions. Let us assume that a company manufactures a nd supplies raw material for making furniture. To this firm, the contract to supply the raw material for the new plant might be worth ? 35000. If the plant was not built then the firm will not generate that order and not receive that work. For workers working in the plant, the order helps to maintain the flow of orders and can keep them in employment. It can also be expected that the additional income will find its way through the local economy.If additional people are hired, they will receive an income which they spend. For existing workers, increased orders might equate to job security and they too might feel more confident in spending on new items – furniture, house extension, new white goods, holidays and so on. Inward investment therefore can act as a trigger to generating wealth in the local economy. If a MNC is attracted to an area then this might also lead to other smaller firms in the supply chain deciding to locate in those areas. Other firms providing services to t hese firms are then attracted to the area and so on. (Bized, 2007)MNCs provide immense resources and investments, technology, innovation and expertise to the host societies. A culture of research and development is encouraged and human resources are developed, at least within the organization. MNCs also contribute significantly to the national treasury by paying taxes. As these organisations have huge revenues and profits so the amount of tax paid by these organisations is also large, this in turn lifts up the economy of the country. MNCs bring with them new ideas and new techniques that can help to improve the quality of production and help boost the quality of human capital in the host country.Many will not only look to employ local labour but also provide them with training and new skills to help them improve productivity and efficiency. In some cases this can prove a challenge but in others it can lead to improvements in motivation and productivity. The skills that workers build up can then be passed on to other workers and so this improves the supply of skilled labour in the area which makes it more attractive to new industry as it helps to reduce the costs of training and skilling of workers. In addition to the investment in a country in production and distribution facilities, a multinational orporation might also invest in additional infrastructure facilities like road, rail, port and communications facilities. This can provide benefits for the whole country as in building road or port one requires labour, therefore eradicating the problem of unemployment. If people are employed they will like to buy different products which will lead to increase of production and supply leading to making of new factories to meet the demand and therefore uplifting the whole economy. Peter Drucker (1975) remarks that multinationalism and expanding world trade are two sides of the same coin.He points out that the period of most rapid growth of multinational trade was in t he fifties and sixties. Indeed, during this period the world economy grew faster than the fastest growing domestic economy of Japan. India has always been facing the issue of brain drain since the past few decades where   Indian students go to developed economies like United States for higher studies and  never return back. But the above statement highlights a new trend, even though not as  prominent as the earlier one, entrepreneurs migrating to other emerging economies for better business prospects.But due to liberalization in 1991 many multinational corporations are allowed in our country which has reduced brain drain to a much greater extent, as students get the opportunities to work in a better environment that is matching their level of education, in their home country itself as these corporations give the skilled employees a good amount of money which was missing before the globalization. So they come back after the higher education to work in their home country instead of settling in foreign nations. In short it causes Brain Gain instead of Brain Drain.Good governance, organizational transparency, clear command structures, and performance-based evaluation and incentives programs for employees encourage the merit system. MNCs introduce a professional working environment and culture for local organizations to emulate, thereby promoting sound management and business education. In some cases, large-scale economies, quality control and a healthy competition lead to price cuts and other benefits for the end-user. People have more access to the comforts of life with a large variety of choices.Today a person is available with many choices if he goes to buy a handbag or a shoe. There are ten brands offering the same material so the company is forced to use the best quality materials for their product reducing the amount of prices. Earlier before liberalization there was no competition so as there was a single local company selling a product which gave tha t local company full authority over the prices and the material used in making the product. These local companies used low quality material and increased the prices of the goods.But this drawback has been fulfilled by these multinational corporations. MNCs help boost cross-boundary interaction among people. Even education, particularly, business education, has taken on a global perspective. The global perspectives and opportunities for cross-cultural understanding increase the adaptability of students to alien environments. This leads to the mixing of cultures and practices and encourages pluralism as well as competition which helps in overall learning of the student and makes him capable of working in any environment. (Khalid Rahman, n. d. The enormous resources of the multinational enterprises enable them to have very efficient research and development systems. Thus, they make a commendable contribution to inventions and innovations. They also work to equalize the cost of Factors of Production- Land, Labour, Capital and Entrepreneur-around the world. MNCs also stimulate domestic enterprise because to support their own operations, the MNCs may encourage and assist domestic suppliers. So they help in increase completion and break domestic monopolies.Today fun and entertainment have become a refuge for man from their misery, tension and daily hectic routine. A good level of Media Company can provide that kind of entertainment that will help the common man to relax. A good show can only be made if the company has enough funds to afford it which is only manageable by a multinational corporation. Due to the globalization we are able to enjoy the fun of the animated movies, thrill of James Bond and Romance of Twilight. We have been able to enjoy the 3D effects and the shopping mall life due to these corporations.The luxuries offered by the Grand Hayat or Radisson are not possible without MNCs. Reliance is a perfect example for a MNC which provides entertainment to all sorts of people worldwide. From theatres to producing a movie, from channels to televisions, reliance provides everything related to entertainment to the rest of the world. The ‘khushiyon ki home delivery’ of dominoes or the yummy Mc veggie burger of McDonalds was not even believed to be possible in your home town thirty years back. In this world of skyscrapers and travelling to mile long distances for work, one requires transport.I don’t think one can travel by foot twenty kilometres to your office. One has to possess a vehicle or travel by public transport. These vehicles are manufactured by the MNCs like Ford, Mahindra, Honda, Tata and many more. Multinational companies have made your easy and comfortable. In a survey carried over all over the world the most important, unavoidable and most needed service or profession is the field of medicine. To answer the question of MNCs having more positive outcomes than the negative ones, why not take this important f ield as an index, Particularly in India.This is a proven fact that medical professionals trained in India are amongst the best in the world. A large percentage of doctors in NHS UK (National Health Scheme) 26 % to be exact, and in United States are doctors of Indian origin. This so called brain drain was primarily because of lack of availability of infrastructure and facilities for specialized training and treatments in India. With the advent of Multinational corporations the best of the training facilities, knowledge equipments and medicines are now available freely in India at affordable cost. Health commission of India, London) We take a particular example in the field of orthopaedic surgery, particularly joint replacements. The Dr. C S Ranawat– Atal Bihari Vajpai episode- is not far away when India or India trained doctors replaced our prime ministers knee joint with an artificial joint made by a foreign MNC which was designed and invented by Dr C S Ranwat himself. Incide ntally who is from Indore and an old Dalian. To take a company in particular as an example DEPUY, this was previously owned by Johnson and Johnson but now merged with Synthes.They are the largest manufactures of artificial joints of hip and knee in the world. As their operations are now very well established in India the best, latest joints are available freely to us. As these companies have access to the most modern training facilities and so the faculty Indian doctors can get trained in India and abroad at affordable expenses and with ease. The Depuy academy in Chennai, the Ethicon institute in New Delhi and many others are amongst the best training institutes in the world set up by these huge multinational enterprises.As these corporations have associations, sponsorships with the faculties who are in the fore front of research, the Indian doctors now have better opportunity to gain knowledge with the leaders in their field. The sessions held in many cities held in India of the Am erican Academy of Orthopaedic Surgeon (AAOS) and annual meetings of IGOF Indo German orthopaedic foundations are possible only because of the logistic and financial support of these corporate. Similarly the British orthopaedic society is having a special autumn session in the national conference of the Indian orthopaedic association in Chennai.So now we have a situation where the best of the medical professionals with world class training and knowledge armed with all the latest equipments and implants available at our door step. Now a common man who previously could not afford to have such modern operations or surgeries now can have access to them. One do not have to go abroad to have these procedures. Agreed that some profit goes to the multinational giants but the ultimate beneficiary is the common man. As the number of these high end surgeries increases the local hospitals, doctors, infrastructure, paramedical staff have their own benefits.Looking to the huge population of India and as the number of these surgeries are growing rapidly, the Indian doctors are also now becoming opinion at world level and the Mncs are designing the implants to special Asian needs. And as the experience of the Indian MNCs are supplying same products to the world. So the product used in its home country will be same as the product it has supplied to the rest of the world. One cannot deny the fact that, today multinational companies have become part of our lives.With all the above glamour and luxuries offered by these corporations they provide a lot of economic help to the developing countries. There are some negative aspects of multinational companies but there are more positive outcomes. They have made our lives worth living. The technological advancements and business growth is the result of working of these corporations. MNCs have connected the world as a whole. Some will say that globalization has ruined the culture of a country, say India. But what MNCs have eradicated is n ot our rich traditions but our false believes.One still celebrates Diwali with the same enthusiasm as he used to do ten years ago. But due to globalization today women have the right to vote, the literacy rate of our country has increased, female foeticide and infanticide is banned, untouchability has been banned, caste system is eradicated. Today people have started following their own dreams, not doing what others say. Education system of the country has developed. Number of students going into higher education is increasing year by year.This all is possible only because MNCs have brought Globalization which has led to change in the narrow minded mentality of the people to a realistic logical one. Today’s generation is grown up and does not live in a world surrounded by superstitions. Imagine a world without MNCs where we don’t have all the big companies and your favourite brands. From coca-cola to KFC, from Reebok to Adidas, from Starbucks to Barista, CK to UCB, and Louis Vetton to Gucci â€Å"You Are Living It†. REFRENCE LIST 1. Gabel M and H Bruner,  2003. Global In, New York: The New Press. 2.Peter drucker, management, Bombay, Allied publishers Pvt. Ltd. 1975, p. 733 3. Christopher A Bartlett and Sumantra Ghoshal, Managing Across Borders, Boston, Harvard Business School Press, 1998 4. Bized, 2007, Economic Notes- Multi-national Corporations, http://www. bized. co. uk/learn/economics/notes/multi. htm (date accessed: 16/10/2012) 5. Dinithi Thanthiriwatte, 6th June 2004, MNCs – bane or boon for development? Financial Times, Sunday Times. 6. A K Craincross, 1953, Home and Foreign Investment, 1870-1913: Studies in Capital Accumulation, University Press . Khalid Rahman, MNCs and TNCs: Their Role and Socioeconomic Impact on Host Societies, Policy Perspectives, Volume 4, No. 2, http://www. ips. org. pk/globalization/1007-mncs-and-tncs-their-role-and-socioeconomic-impact-on-host-societies. html (date accessed: 18/10/12) 8. Health Com mission of India, London, Biotechnology and Healthcare, http://hcilondon. in/biotech. php (date accessed: 20/10/2012 ) 9. American Academy of Orthopaedic Surgeons, http://www3. aaos. org/education/international/courses/prev_courses. cfm? evt_year=2012 (date accessed: 21/10/2012)

Case Study of Management of Globalization at Ryanair

Case Study of Management of Globalization at Ryanair With increasing globalisation, numbers of companies are entering different foreign markets but some of them only attain success. This is because of their lack of knowledge about free markets advantages and limitations and role of enterprise within organisations (Brooke 1996). Firms that operate by assessing the impact of globalisation are much able to operate successfully rather than the firms that operate without analysing the impact of globalisation (Vittorio 2006). In this report all these aspects will be discussed with the help of a company, Ryan Air that is one of the oldest and most flourishing low-cost airlines of Europe (About Us 2011). This report will be completed by analyzing all previous researches or studies done in this field and its implications in real life. Different researchers and theorist have analysed free markets, globalisation and role of enterprise within organizations. With their analyses they have also given different theories and approaches that can be use d in a workplace to maximise its opportunities. All these theories and approaches will be used to analyse that what extent free market conditions have allowed Ryan Air to grow and prosper (Iyer & Masters 2000). As well it will also describe, at what extent the company had benefitted from free market conditions and to what extent it was constrained by limitations on this market. In addition to this, here it will also be analysed that how company and other markets are driven by enterprise led organisations. In the end, it will also be analysed that what extent the air travel market relies on globalisation and what is the importance of global expansion for Ryan Air. As well, in this report the importance of global markets in other industries will also be evaluated along with the analysis of importance of globalisation. Critical Evaluation of Ryan Air’s Entry Ryan Air was established in the year 1985 and it entered low cost European air travel market as a low cost airline. The co mpany attained huge success in Europe and it was all because of free market conditions (About Us 2011). The company success due to free market conditions can be understood effectively by critically evaluating it along with the discussion of its benefits and limitations. Significance of Free Market Conditions to Ryanair: Free market conditions refer to an economy or market in which buying and selling of products and services is done without any restriction related to price and valuation. European air travel market is also highly affected with free market conditions that in turn have also affected Ryan Air (Brooke 1996). The company is highly affected by free market conditions and it is an important reason of its growth and success. Due to the effect of free market conditions, the company along with its competitors has become able in allowing market forces to determine the price and values of air travel offered by them (Vittorio 2006). The free market concept was initially conceptuali zed throughout the First World War but in present it has become a reason of number of economies success. With the free market conditions of Europe, Ryan Air has derived various benefits like flexibility, freedom, and variety that in turn assist it in growing its business operations in Europe and in other foreign countries (Suneja 2000). With the free market conditions like deregulation and free market entry, Ryanair has been able to exploit the Irish and subsequently the European transport market (Brophy & George 2003).

The Chinese Occupation during 2 decades Essay Example | Topics and Well Written Essays - 2000 words

The Chinese Occupation during 2 decades - Essay Example However, the revolution was faced with great resistance from the colonial powers of the central people’s government. The central people’s government deployed police officers who arrested, tortured and detained many of the Tibetan people who were thought to be the reason behind the revolt. Moreover, the extremities of the Chinese oppression on the Tibetans heightened with the police opening live fire and killing scores of protesting Tibetans. This paper therefore intends to carry out an analysis of the Chinese occupation amidst the Tibetans in India within the two decades in mid 20th century. Great interest will focus on the mistreatment leveled against the Tibetans and which saw many arrested, detained and tortured while many others were killed. Discussion Immediately after the independent republic of China got internal governance, it embarked on a hasty mission to claim backs other territories, which belonged to her among which Tibet was. Chinese People’s libera tion army was then tasked with the task to propel the newly formed state in the missions to liberate other territories. However, the sovereignty of such a country as Tibet was not taken with the dignity it deserved and as such was one of the targets to be claimed by the Chinese army. Tibetan sovereignty had well been understood due to the reason that the country had never been taken captive by any political administration of a foreign country1. However, with initial peaceful approaches by the Chinese government to take over Tibet, the motive later turned out fatal with resistance from the Tibetan people who resisted the captivity. The reaction is what best describes the bloodshed and the mass deaths witnessed by the Tibetans. China was successful in taking over Tibet though they subjected the native Tibetans to untold sufferings and deprived them of the human rights as prescribed within the international human rights provisions by the UN. The 1950 invasion of the Tibet by an estimat ed thirty thousand Chinese troops marked the start of a painful ordeal to the people of Tibet. Their government of Tibet was toppled over and the Chinese took over control under the leadership of Dalai Lama since when many other troops of Chinese origin were deployed into the region. The onset of 1951 saw the Tibetan and Beijing counterparts sign into treaties, which pointed to national regional autonomy. Among other fundamentals in the agreements were that the central authority would observe the sovereignty of the governance structures governing Tibet as well as the already established status quo. Freedom of religion as well as the autonomy of the education system of the native Tibetans was to be safeguarded and developed2. However, the Tibetan revolt set in 1954 as resistance towards the failure of the Chinese government to honor the written agreement persisted. The Chinese started imposing collectivism to the Tibetans while at the same time destroying the Tibetan monasteries. As a result, the voluntary defense army of the Tibetan was born which facilitated and coordinated the rebellion against the central people’s government. 1959 and 1961 mark a milestone within the history of the Tibetans as it was the period in which the Chinese destroyed many the monasteries of the Tibetan people. Moreover, a severe famine swept across the Chinese territories killing thousands of the Chinese and many other Tibetans as well. After a mass revolt erupted in Lhasa because of bleach to the 1951 agreement by the

Panera Bread Case Study Research Paper Example | Topics and Well Written Essays - 3000 words

Panera Bread Case Study - Research Paper Example The company has been quite fortunate to be mentioned by the Wall Street Journal as the one of the middle sized cafà © which provides excellent service and superior quality food to its customers. The management structure went through changes during the year 2007 which assisted the company to focus more clearly on the designed goals. As of 2013, Panera Bread has been operating in Canada as well as in more than thirty states and successfully delivering its authentic bread in a warm and cozy ambience by ensuring efficient service. The mission of Panera Bread is based on the concept of ‘A loaf of bread in every arm’. Panera’s aim is to emphasize much on its strategy of Bread Leadership in which they strive to offer fresh bread to savor the taste buds of its customers across the US states and Canada. The management staff at Panera is well aware of its goals and objectives and ensures that the best product, service and ambience is experienced by the customers at both company operated and franchises of Panera Bread. Freshly baked bread that is made available to all its cafes everyday serves as the differentiating feature for Panera bread and all the efforts are directed towards the achievement and maintenance of this key feature. The key strategy of Panera is to keep itself updated technologically and innovatively in such a way that it stands strongly in competition. The mission statement of Panera serves as the driving force for its strategy. Panera keeps revising and updating its menu so as to meet the organic and healthy food requirements of its customers. The price of food charged at Panera is a little higher than those of its rivals because Panera believes in delivery real quality to its customers in terms of product, ambience and service and it cannot risk this goal by offering cheap rates for customers’ attention. Strengthening the differentiation feature of freshly baked bread reaching the restaurants of Panera Bread everyday is also a key part of the

Personal Statement for Urban and Regioanal Masters degree

For Urban and Regioanal Masters degree - Personal Statement Example My immediate plan is to take admission in an institute from where I can get a high quality education in urban and regional planning. My long-term goal is to serve the nation as a skilled project director by achieving a high post in some well-known organization. As I have studied urban development in my bachelors, I want to do further in this field by gaining perspectives in many areas, such as, historical preservation, planning law, economic development and transportation planning, and emergency preparedness planning in order to diversify my knowledge base and be able to apply new approaches to my work. With the knowledge I would attain with this degree, I would use my credentials to become a professional planner working in both development and policy streams and eventually become a planning executive supervising a large public organization in either Canada or the United States. As far as my professional experience is concerned, I have cultivated professional planning technical experience based on my interest in land use planning and have attained positions with progressive responsibilities. I have also been working within a public organization since graduating university. I have also gained leadership and teamwork experience by participating in some notable organizations, such as, Geography students association, Pre-Law society, model united nations society, and Sigma Nu fraternity kappa beta chapter. I wish to become a master’s degree candidate at your institution because I want to gain an accredited planning education from a prestigious university in order to remove any limitations in my career progress. My academic skills and relevant professional experience make me a suitable candidate to get admission in this university. I am sending this statement of purpose to get an opportunity to pursue my degree from this university. Having a

Music about Music as Part of Twentieth-Century Discourse Essay

Music about Music as Part of Twentieth-Century Discourse - Essay Example The essay "Music about Music as Part of Twentieth-Century Discourse" investigates modernism and postmodernism eras. This paper also discusses music about music in the context of two important eras. On top of drawing inspiration and commenting on other music, the 20th century music discourse also entailed using musical quotations from either the traditional western music or other classical non-western music. The concept of music about music also involved the dedication of some music to other musicians or to other rhythms, tunes and compositions that were formulated before, which then influenced the musician to develop their own music. Thus, through all these influences, the western music in the 20th century generally became associated with the other music in different ways. The most influential music to the western music in the 20th century was the hymnal and folk songs, due to their classical nature that could easily be incorporated into different western music genres. Therefore, thi s analysis seeks to examine the rise to prominence of the tradition of music about other music, through applying three musicians the case study. The Italian musician and composer, Luciano Berio, is one of the musicians of the 20th century, who better exemplifies the application of the concept of music about other music. Most especially, the Folk Song composition falls directly under this category of music, considering that it is a composition arrangement of music from the folk genre that were drawn from various countries.

How IT improves managerial role Essay Example | Topics and Well Written Essays - 500 words

How IT improves managerial role - Essay Example The new model of management suggests ways of flattening the organization structure, streamlining its processes, and speeding up its feedback systems in order to help produce these continuously improving results. This essay will examine how IT improves the managers’ performance. To meet the demanding expectations of a good model, an agency requires a great deal of complex data that is timely, complete information about both processes and outcomes. The model also requires that the organization have the ability to act promptly on that information. These requirements can be met only by agencies that take advantage of recent developments in information technology. Today’s companies are much larger and complex. They most likely manufacture, service, and finance what they sell. They also operate in complex, fast-changing, competitive, global environments that can quickly turn competitive advantages into competitive disadvantages. If I am given managerial roles I will ensure that I integrate information technology in the accomplishment of organizational aims in an effective and efficient approach through planning, organizing, leading, and controlling organizational assets. The type of information am likely to deal with is on how to set annual budgets for the entity, analyzing financial information and statistics of the firm, managing staffing and recruitment levels, deal with customer complaints, and make risk assessment and health safety checks. In all these a manager can integrate IT to make his work easier for example in preparing the budget he can use applications which makes it possible to prepare budgets quickly. The manager can post performance information on intranets, making weekly and even daily information available for decision making at all levels. Coordinated service system requires coordinated information streams. Integrated information system not only increases client satisfaction but more imp ortantly increases the agency’s ability to

Conduct a Literature Review Coursework Example | Topics and Well Written Essays - 1250 words

Conduct a Literature Review - Coursework Example Once each school is adequately funded, they might not find it challenging to support all their curricular and co-curricular activities much easily. However, many schools are not able to effectively discharge their roles mainly because of poor management of the available resources. Many schools have been, in the past, found to have misused their resources. Unknown to them, failure to be accountable for the school funds has had detrimental effects on the teaching and learning processes in these schools. Surprisingly, it is the school administrators who have been accused of engaging in such immoral and illegal acts. Instead of complying with their school budgets, they do choose to ignore and instead divert school funds to their personal uses. The sensitivity of this matter has attracted lots of scholars to conduct several researches aimed at unveiling these acts and helping to come up with measures that can be used to ultimately resolve it. Despite these attempts, a lot still need to be done to bridge the existing gap. In my research, I will have to carry out an extensive review on a lot of secondary resources that might be releva nt to my studies. To emphasize on the important contribution of management skills in public schools, Schultz & Shultz (2010) and Martindale (2011) state that self-discipline is paramount. In their opinion, a leader should always be ready to restraint themselves and refrain from any activity that might hinder the progress of their organizations. This view is supported by Gomez-Mejia (2008) who acknowledges that management is not a simple task because it does not only involve human, but also non-human resources. The findings of these scholars can be of much value if applied in this research. Management skills are necessary for the success of any public school in the country. Despite training as teachers, school heads should be equipped with managerial skills. These can be of

Total Quality Management (TQM) Survey Paper Essay

Total Quality Management (TQM) Survey Paper - Essay Example However, many businesses make the effort but fail to fully achieve Total Quality Management. TQM incorporates all the vital concepts of product quality, process control, quality assurance, and quality improvement. Consequently, it is the control of all transformation processes of an organization to better satisfy customer needs in the most economical way. TQM is a technique used by manufacturing and service organizations to meet or exceed the expectations of the customer. The focus of TQM is the customer. In order to satisfy customers, organizations attempt to provide them with quality product or service at the right time and at the right place. A quality product or service has the features, characteristics, and attributes to satisfy a given need. The dimensions of quality are performance, features, reliability, conformance, durability, serviceability, and aesthetic All members of TQM organization strive to systematically manage the improvement of the organization through the ongoing participation of all employees in problem solving efforts across functional and hierarchical boundaries in a way to meet the customer's requirements and expectations The organizations that will be studied in this paper represent the manufacturing sector, non-profit sector, and the service sector. Every one of these economic sectors has diverse values in quality of customer relations, and strategies towards TQM based on their customer needs along with their level of development in their sector. Manufacturing Sector: As of today, successful organizations are extremely driven by consumers, which increase customer satisfaction by providing quality products/services, and meeting target expectations (James 2004). The first focal point representing the manufacturing sector will be the Sunny Fresh Foods Company. Sunny Foods is in the food service industry producing primarily value added egg based foods. Their headquarters is located in Monticello, Maine, and other factories in Big Lake, LAKE ODESA, MI, Mason City, IA, and Panora, IA. Sunny Foods has more than 2,000 consumers, including schools, healthcare, military, and quick service restaurants. They produce more than 160 different goods that are labeled under Sunny Fresh Foods, or privately for other retail marketers and food services. Sunny Foods manufacture fat and cholesterol free products, refrigerated and frozen meals, pre cooked frozen diced or scrambled eggs, peeled hard cooked eggs, frozen liquid egg mixes, and pasteurized eggs, SFF received a Baldrige Award in 1999 in the small business category.. Sunny Fresh Foods currently employs 620 people (called stakeholders). Sunny Fresh Foods Location include: Monticello, MN (headquarters, and plant), Big Lake, MN (Plant), Lake Odessa, MI (Plant), Mason City, IA (Plant), Panora, IA (Plant). Sunny Fresh Foods, Inc. was selected as the 2005 Malcolm Baldrige Award Winner for the manufacturing sector. Consumer driven quality is required in order for SFF to retain its large market share in the wholesale and retail food markets. The company's leadership must insure improvement in their

Egyptian art Essay Example for Free

Egyptian art Essay In Egyptian art, style is everything. In the Egyptian Art we have examined, we see striking similarities in the objects d’art that are included in this view. One thing that we can see in all the art works that we have seen is that the style remains consistent throughout the history of Egypt. The view of this writer is to look at each work and compare it to other works later in Egypt’s history. To that end, we will examine four separate works—the Palette of King Narmer, which was predynastic, the tomb of Ti at Saqqara which is of the Fifth Dynasty, the Portrait of Ni’Ankhesut, which is from the early Sixth Dynasty, and finally the Funerary Stele of Iamu, from the First Intermediate period. Each of these unique works has their own similarities to each other and their own unique differences. Three of the works are worked in limestone, which was a primary medium of Egyptian art, especially when it came to tomb or funerary art. The fourth is in stone, and was used to hold makeup and was intricately carved with a well for that express purpose. The first work that this writer will examine is the Palette of King Narmer. This work is done in what is probably basalt or some other stone, as it is not done in the soft limestone that was common in other Egyptian art forms. Egyptologists are unsure exactly what event this depicts, but what we can see is that King Narmer is the largest figure on the palette. On the front of the palette Narmer is depicted leading an army and slaying an opposing army. The opposing army is dead and decapitated, with their heads between their legs. This is pictured in the top third of the palette. In the middle third of the palette is a round depression made up of the entwined necks of two cats. This indented area is where eye makeup would have been placed. In the bottom third we see a warrior fighting a bull, a common theme in early Egyptian art. It should be noted here that the cats with the entwined heads is a distinctly Mesopotamian feature, showing the influence of the Middle Eastern art forms on early Egyptian art. On the back of the palette, we see a large figure who appears to be Narmer, wearing the crown of Upper Egypt. He appears to be subduing an enemy, who appears to be the leader of Lower Egypt. This is obviously meant to symbolize the supremacy of Upper Egypt over Lower Egypt. We notice from the position of the figures that every figure is in the profile position, but the arms are facing forward. This shows early on the foundations of Egyptian art, mainly, the consistency of keeping a majority of the body in profile, while only putting arms and chest in full frontal view. We also notice that on both sides of the palette, Narmer is the largest of the figures, making it clear that the palette is about him and his accomplishments. This is also a recurring theme in Egyptian art—the making of the main figure larger than other figures in the work. This assures the viewer that they are aware of who the main subject is. The second work that we are going to examine is the tomb of Ti at Saqqara. Again, we see that Ti is the largest figure in the work. This tomb relief is in color, which sets it apart from the other works we have examined. It probably retains its color due to the fact that it was not exposed to the elements as were other works. The paint brings out the striking details and shows the intricacies of Egyptian tomb art. It is also worked in limestone, which was a primary medium in Egypt. In this relief, we se that Ti is on a boat on the Nile. The Nile is teeming with all sorts of marine life. From our knowledge of the hieroglyphics, we know that Ti and his hunters are hunting hippopotami in the Nile marshes. Again, Ti is in profile save for his hands and chest. It is at this point, however, that we can see that there is very little difference between the picture of Ti and the picture of Narmer. This shows us that the Egyptians did not think about differentiation between human forms. They counted on the hieroglyphics and the idea of the larger figure being the focal point of the work. The third work that we will examine is the portrait of Ni’Ankhesut. It is a limestone portrait, which makes us assume that it is from the tomb of this individual. This is from the Sixth Dynasty. In this work, we see Ni’Ankhesut as the central figure in this work. Out of necessity, Ni’Ankhesut is the largest figure in the work, and above his head are hieroglyphics. These probably tell his story or his name, though we do not see the characteristic cartouche that accompanies the name. The fact that this individual has a tomb indicates that he was of sufficiently high rank to have the wealth and prestige that a tomb connotes. Again, if we physically look at the portrait, we see that the head and the legs are in profile, but the chest and the arms are in full frontal view. This again shows the idiosyncrasies in Egyptian art. If we compare the physicality of the portrait to the other two works that we have examined, we see that there is very little physical difference in the three figures. Again, the lack of differentiation among figures is evident. The final work we will examine is the Funerary Stele of Iamu. It is worked in limestone, which is the primary medium of Egyptian tomb art. This work is a more complex work than the portrait, but not as detailed as the Palette of Narmer. In this work, we see again that Iamu is the largest figure, and above his head are hieroglyphics. In this relief, it is difficult for one to tell what Iamu is doing. Again, we see little physical differentiation with the other figures that we have examined, and we see that all the figures are in profile and that this is totally in keeping with all Egyptian art. This writer does see some beginnings of differentiation in the figures, which begins to pave the way for more realistic portraiture. What conclusions can we draw from these four works? The first thing is that Egyptian art changed little over the years of Egypt’s rise and fall. Second, we see that Egypt chose art to express and transmit their culture. We also note that hieroglyphics were used to great effect to tell the individual stories that each work shows (with the exception of the Narmer Palette). Fourth, we can see that relief is the main form of art used by the Egyptians. Fifth, color is used throughout the Egyptian artistic world to give life to the two-dimensional images on the limestone walls. Sixth, relief is also a way to provide the art with a depth that it would otherwise lack. We must continue to learn from ancient art as it is the way that we learn the most about ourselves. To understand it is to better understand ourselves and our own culture.

Research on adolescent girls who attend different schools Essay Example for Free

Research on adolescent girls who attend different schools Essay The study consists of research on adolescent girls who attend four different schools. These researchers emphasis on social behavior would be reflected in both quantitative and qualitative measures. The research question ‘Is social experiences are central to the adolescent experience in girls. The hypothesis is social experiences are central to the adolescent experience in girls. The methods the study consists of are orientation session at school that day for the girls who participate in the study. Then they were told that via email to go to study’s website and complete the forms. The girls were given instructions to complete the activities questionnaire and the writing sample online. They are given till 8:00pm that night to complete the online forms after school. There were two measurements or instruments that were used in the study, Activity assessment online and writing sample online. The activity assessment online was revised of Passmore and French’s (1998)Lessure questionnaire/revised for their age group. Example from the article was leisure turned into activities less common modified to tell or describe their activities for that particular day (Feyberg, 2009). The activity assessment consisted of three domains, sense of accomplishment often through competition or a personal challenge (achievement activities). The second domain is those that are social in nature (social activities). Lastly, the third domain is that promotes relaxation and is often solitary (relaxation activities) (Feyberg, 2009). The participants were allowed to report up to ten activities for each domain. Then they had to tell the three they spent the most time doing, most enjoyed, most meaningful, and how much they engaged in the activity. Then they were to rate them from 1 to 5. This scale that was used is known as the five point Likert Scale from 1 is being less than 30 minutes and 5 being more than four hours (Feyberg, 2009). Then they were added up to a maximum points of 15 per domain. Participants reported their enjoyment of up to three achievement, social, relaxation activities on a 4 point Liker Scale from 1 (not enjoyable) and four (very enjoyable) for a maximum of 12 points per domain. The next one is degree of meaningful based points of Likert Scale 1 (not meaningful) and 4 (very meaningful). The last one is to choose if they are engaged in certain activities. They would mark 1 if they were engaged in it and 0 if they are not engaged in it for a maximum of three points (Feyberg, 2009). The second  activity is a writing assessment written online. Previous research proves that words use convey extensive information about social and emotional processes. The writing samples would provide meaningful information about personal experience and not to be captured by self- report scales. Writing examples is to be written on a website by the author for the study. They were to think about a personal experience that you participated and have a good recollection of (Feyberg, 2009). The written sample is was needed to be a descriptive of the experience include feelings and could write as much as they wanted. The written sample examines different in affiliation, achievement, or power themes. Each theme was composed of four subcategories and if the written sample contained at least one of them, it was awarded one point and if all three was in the sample then four points were awarded (Feyberg, 2009). The three themes were afflication, achievement, and narratives. Afflication consisted of four subcategories, positive effect, dialogue, commitments, and surrender of code. Achievement theme consisted of achievement imagery, anticipating success, world block, and negative feelings. Narratives theme consisted of general power imagery, increased prestige, lower prestige, and effect. Particapants consisted of 57 adolescent girls who attended four different schools. They ranged from ages 11 to 19 years of age and in grades from 6th to 12th. The girls age ranged from 12 girls; 11 to 13 (early adolescent), 22 girls; 14-16 (middle adolescent), 23; 17 to 19 (late adolescent). 49 describe themselves as white, 4 as African American, 2 as other, and 1 as Hispanic (Feyberg, 2009). The results were evualted by ANOVA. ANOVA showed significant differences for reported time, enjoyment, meaningfulness, and choice in achievement, social, and relaxation activities. Follow up contrast demonstrated spent more time in achievement then relaxation. The trend for spending more time in social then relaxation. No significant different in achievement and social. Employment results showed significant main effect found. Follow up reported greater enjoyment in relaxation then achievement. Reports show higher levels of enjoyment in social than in achievement. No significant differences in the amount of enjoyment reports for social and relaxation. Meaningfulness results show higher levels of achievement than social activities. No reports for meaningfulness for social and relaxation. Significance of social behavior in adolescent girls by the use of two  methods, self-reports, and narrative analysis. Recalling social behavior for adolescent girls, the two methods, which were diffe rent in their approaches to understanding adolescent experiences. Although it was predicted that both methods would provide similar information about adolescent social experience. According to the narrative analysis demonstration that participated used more afflication themes than achievement or power theme. the strengths of the experiment was too asked to describe a personal experience, so researches could identify their narratives. The weakness is that they only test this on girls. The limitations of the study were that they examine one gender due to likelihood of an invalid across-group comparison.† Study demonstrated that quantities and qualitative methods were not significantly correlated with one another (Feyberg, 2009). One suggestion I could say would benefit is examine this same study on boys. Reference Freyberg, R. (2009). Quantitive and Qualitive Measures of Behavior in Adolescent Girls. Adolescene, 44(173),33-54.

Relationship Between Music and Architecture

Relationship Between Music and Architecture CHAPTER 1: INTRODUCTION Research Overview There have been some efforts that were made by a number of researcher vis-ÃÆ'  -vis looking at the parallels of architecture and music in terms of rhythm, harmony and the inherent ability to provoke emotional responses of each discipline; however, those researches have not covered all genres of music. One of the types of music that have not attracted a lot of architectural critics, cabaret music, has captured my interest. Given the limited research in the area, this study intends to achieve a better understanding of the relationship between cabaret music and architecture. Statement of the problem Towards the end of the 19th century, Romanticism reached its limits of expression. Consequently, diverse and experimental music forms began to emerge, which broke away from the mainstream of Romanticism. These included the impressionism of Debussy and Ravel, and the surrealism of Erik Satie. The emphasis on irregular rhythms within Stravinskis The Riot of Spring caused its first audience to riot in 1913. These followed the experimentation in scales and rhythms of BartÃÆ' ³k. In the performing arts, cabaret songs were intentionally naturalistic in language, theme while certain of its devices, such as the shadow play, were both decadent and symbolist in their use of light, colour and evocative suggestion. Simultaneously, in this period, architects like Frank Lloyd Wright and Le Corbusier experimented with new approaches in composing architecture. Purpose and importance of the research This study is valuable in that it might contribute and add to the existing body of knowledge that has drawn out the parallels between architecture and music. Structure of the report The remaining of the report is organised into four chapters that will start from the known intersections between music and architecture to more specifically, the parallels between cabaret music and architecture. The report will then move to discuss the relationship between architecture and other related music disciplines like dance and Non-western musical. CHAPTER 2: INTERSECTIONS OF MUSIC AND ARCHITECTURE The Chapter focuses on analysing selected architectural work that has used music as design inspirations as a way of introducing the topic. Alberti, Palladio and the application of music in architectural design Historically music was thought of as a mathematical science. The idea of harmonies sprung from the process of division. A string that produced a certain tone could be divided along exact proportions to create a note that would resonate in harmony with the first note, creating an overlapping of tones that could be considered beautiful both aesthetically and mathematically. These ideas were developed by the ancient Greeks, but brought into importance during the Renaissance. It was during this time that architecture was thought of as an art that needed a mathematical and therefore scientific basis to be considered objectively. Palladio often looked to musical proportions as a means to achieve ideal proportions in his designs. Basic harmonies such as octaves and fifths were applied to room sizing in all three dimensions, and were also often overlooked to as ornamental guides. The Palladian practice of applying basic harmonic ideas to basic room proportions is a starting point with what can be achieved by translating tonal ideas into the practice of architecture. Renaissance thinkers placed importance on the translation of audible proportions to the visual arts partly because they viewed musical composition as a mathematical science whereas architecture was thought of as a liberal art. In an attempt to give architecture a system of design method, it had to be referenced to a mathematical framework. Leonardo Da Vinci once said that music and painting are sisters, and both are used to convey harmonies. According to him, music achieved this through the use of chords and painting through the use of proportions. Palladio noted within his illustration ideal proportions for room dimensions and other architectural devices. The numbers within the ratios are carefully chosen and are the result of his attempt to fulfill Vitruvian principles. The principle in question has to do with achieving an ideal design. The artists of the Renaissance believed that it was possible to obtain an absolute beauty by following the proportional principles found in nature. In the practice of architecture, this was achieved by allowing specific geometries to define certain forms. These forms then would act as modules that would define and govern the development of the entire structure. Palladio even stated that it was possible to achieve a harmonic building through the use of proportional principles and that it would be possible to explain and evaluate the success of the building using the terms of musical theory. Leone Battista Alberti had taken the music scale and noted that musical theory is important to the practice of architecture because the numbers that are responsible for pleasing harmonies also evoke delight from mans eyes and mind. Palladio took this idea and used this harmonic scale as a proportioning system in his buildings. He focused on the relationship found between four strings with lengths in a ratio of 6:8:9:12. When these strings were placed under equal amounts of tension and then vibrated they produced wavelengths of consonant tones, most importantly an octave, fourth and fifth. These proportions are noted in his plans published in the Quattro Libri. Le Corbusier and the Phillipss Pavilion The growth of subjective judgment slowly did away with the Renaissance search for an absolute beauty, but this did not stop the intersection of musical and architectural ideas. It did change them, leading to new investigations and ideas. Of particular importance is the work of Le Corbusier on the Phillipss Pavilion. He investigated both the translation of musical proportions to built form, but also the use of acoustics and sound to generate and convey a sense of space. In 1958, Phillips Company, a producer of electronic speakers, hired Le Corbusier to design and build a pavilion for the Brussels World Fair. The Phillips Companys goal was to show off the capabilities of their latest speakers and filled the pavilion with three hundreds of them. Le Corbusier proposed to give the Phillips Company an electronic poem with which to showcase their work. He worked with a team of Phillips engineers and two modern composers: Iannis Xenakis and Edgard Varase. Xenakiss role in the Phillips Pavilion was focused on the exterior shell of the building. His task focused on translating the sketches and abstract ideas of Le Corbusier (mainly dealing with geometry and proportions) into a buildable, architectural form. The end result, a curved, hyperbolic not only fulfills the mathematical ideals of Le Corbusier, but also evokes the glissandi of Xenakiss 1953-1954 composition Metastasis. Steven Holl and the Stretto House Steven Holl took the investigation of a more complex musical idea that of stretto, as a departure point for a house built in Texas. This project focused on using both the compositional and experiential qualities of a particular piece of music as a means to solve the architectural problems presented by the site and the client. The Stretto House, a project by Steven Holl located in Dallas, Texas exemplifies a modern approach to marrying the ideas of architecture and music. While there is more to the project than just this aspect the ideas of music played an important part in the development and implementation of the design. The name of the house comes from the musical term stretto. Stretto is most commonly used in the fugue and in this context it refers to the theme of the piece being repeated and overlapped by different voices. The decision to explore this musical idea as a mode of design occurs during the initial sketching phase. This phase explored some of the vernacular materials of Texan architecture, specifically metal roofs and concrete blocks. This combined with the need to create shade and producing this via overlapping led to the exploration of the overlapping that occurs in stretto. Holl narrowed the study of stretto to one particular piece of music, Bela Bartoks Music for strings, percussions and Celeste. The feature of this work is the distinct separation between heavy and light by carefully dividing the percussion and string sections. Holl literally took the basic composition of the music and composed his building in the same way. Bartoks work is divided into four movements and its most compelling feature is the aforementioned division of instruments into two models. Holl designed his structure to have four distinct spatial sections and focused the work on two distinct elements: masonry, which mimicked the heavy role of the percussion and curved metal, which played the light nature of the spring section. The result is an overlapping and intersection of several elements. The curved metal roofs overlap with the heavy masonry structure, referred to as spatial dams. The different planes of the building, roof, floor and wall, pull space from each other to continue the overlapping effect. The materials of the building follow suit, as do the actual design drawings. The orthogonal plan of the main house drawing stands in contrast to the curvilinear section while the drawings of the guest house reverse this pattern, mimicking the inversion found in Bartoks composition. This project was designed around a cohesive idea that can organize and guide the experiential qualities of the space. Holl notes that the concept that drives a design like the Stretto House disappears completely in the phenomena of the physical reality and yet intuitively the abundance of the idea may be felt. By combining the ideas of music and architecture Holl was able to create an analogue between the two practices. By treating music as something that has a materiality, one gained from its instrumentation, he was able to synthesize it with architecture through his use of light and space. The equation that Holl himself writes to explain this is material multiplied by sound and divided by time equals material multiplied by light and divided by space. The key to success of this lies in the distinction that both architecture and music have a material aspect, and this common factor allows parallels to be drawn. To summarize, the practice of architecture and the practice of music have intersected and impacted each other in a variety of ways throughout their histories. These instances can be divided into two distinct categories. The first category involves architecture taking proportional and compositional principles directly from musical theory. Palladios villas ?t into this category as many of the proportions that guided the design were taken from their eras understanding of music and the nature of sound. The second category involves architecture learning from the experiential qualities of music and trying to replicate them in built form. CHAPTER 3: LITERATURE REVIEW Writer Johann Wolfgang Von Goethe is famous for describing architecture as frozen music in the 19th century. Music and architecture also share similar experiential aspirations. Architectural historian Sir John Summerson notes in his essay The vision of J.M.Gandy that architecture is an art that is constantly attempting to realize in solid, stable form those effects which music is able to conjure up in an instant. He goes on to point out that music and architecture even use a similar vocabulary, specifically the use of mass, rhythm, texture and outline to achieve similar effects such as the colossal. It was Pythagoras who discovered that a vibrating string, stopped at its centre, produced the octave; at two thirds of its length the fifth, and at three quarters, the fourth. From this he developed the series of ratios that result in the twelve tone scale used in western music today. The ratio between the full length of the string and the length stopped, or the ratios between the lengths making different notes have their direct equivalents in the ratios between the sides of the rectangles that have made up much of western architecture in the intervening centuries. Numerous aspects of this relationship between the underlying ratios of music and architecture have been developed and discussed and in this chapter we shall consider the aspects of rhythm, improvisation and emotional response in the light of some of these discussions, and the architecture of Palladio, Le Corbusier, Schindler and Holl. Rhythm Many architects have developed theories of proportion with which to govern and explain their work. These have generated in their turn a significant body of critical analysis and comment. Palladio, like Alberti a century earlier, expounded theories which took up and developed those first proposed by Vitruvius in the 7th Century BC. These were particularly attractive to the spirit of the Renaissance. To the minds of the men of the Renaissance musical consonances were the audible tests of a universal harmony which had a binding force for all the arts. In the 1930s R M Schindler, developed the ideas of module used by Frank Lloyd Wright in his Usonian houses. Here not only the architectural plans, but also the concrete floor slabs were inscribed with grids derived from the sizes of the materials to be used. Schindler took this pragmatic idea and incorporated it into a system of proportion which he described as Reference Frames in Space. The appreciation of this relationship between the mathematics of the ratios and proportions that underlie both music and architecture is of course a purely intellectual exercise. The analogy with music simply amounts to the transference of an established convention in one art to the purposes of another It does not help explain or evaluate the emotional responses that these media can evoke, which is a factor of how the underlying principles are used and manipulated to create the final work. Stretto, the musical term for the overlapping of subjects, and the only strict rule in the formation of fugues, provided Steven Holl with the basis to explore the relationship beyond this intellectual analogy in his Stretto House. The house is directly inspired by Music for Percussion, Strings and Celesta by BÃÆ' ©la BartÃÆ' ³k, in which stretto is used extensively. It is a choice which is particularly apposite as the chief feature of his [BartÃÆ' ³ks] chromatic technique is obedience to the Golden Section in every element. Improvisation In music improvisation is the impromptu or in the moment creation and performance of music as well as spontaneous response to other musicians. It is distinct from untutored or casual composition, in that it requires discipline and a rigorous understanding of the forms and rules in order to be sufficiently coherent to evoke an emotional response. improvisation is a performative (sic) act and depends on instrumental technique, improvisation is a skill. Because the creation of a work of architecture requires rigorous planning and control of all its elements, improvisation is not usually associated with it. The usual view is that architecture cannot be impromptu, it must be planned, detailed and explained thoroughly if all those involved in its production are to collaborate effectively. In his BBC Proms lecture in 2002 Daniel Libeskind confirmed that it is difficult to have improvisation in architecture â€Å" to have rotating players, to have players interpret. He suggested, however, that if the spatiality and materiality is open, then the public can form its own operation on the building. This being, perhaps, the closest that architecture can come to improvisation. Certainly the villas of Palladio, with the proportions of their components controlled by a strict series of ratios, and their spaces assembled according to harmonic sequences, must be considered as careful exercises in composition rather than improvisations. Le Corbusiers villas too are compositions which follow a set of rules governing their proportions; Le Modulor. Within these cool, intellectual compositions, however, there are elements which are freer in form and which play off against, and highlight, the orthogonal correctness of the remainder. Coming finally to Schindler, Sarnitz observes that as his work evolved the great importance attached to proportion in his early work gradually receded; he never repeats the complexity of the Lovell Beach House. This move away from strict adherence to the system of proportion that he himself developed, to more lyrical or spiritual values, is directly analogous to that of a musician who has learnt the disciplines of his instrument and the rules of music to the highest level but feels able to express himself more fully and coherently through improvisation. Schindler, having developed and established his competence in his early work, chose to follow this route after recognising the limitations that a purely intellectual approach can bring to a potentially lyrical art. Most of the buildings which Corbusier and his followers offer us as machines to live in are crude contraptions to serve a purpose. Mere instruments of production can never serve as a frame for life. Emotional response The emotional impact of both music and architecture is generated not by the intellectual understanding and appreciation of the ratios and proportions that govern the relationships of their parts and overall composition. It is a response produced by the composer or architect or improviser by manipulating the material multiplied by sound divided by time and the material multiplied by light and divided by space which Holl proposes as the equivalent formulae for the creation of music and architecture respectively. The power of the piece to move the listener or viewer is in direct ratio to the skill of the creator. Both music and architecture are immediate rather than mediate forms of communication. That is they do not require the intermediation of language. They affect the listener and viewer respectively, of all backgrounds and languages, directly with no need for translation or interpretation. They also both have a physical element to their means of communication. Music can recall the serenity and grandeur of a seascape; so also, says Viollet, [le Duc] can architecture when it has occasion to give us long, unbroken, horizontal lines. Then he compares the emotional effect of a low broad crypt with that of a soaring knave; he notes the physical reactions of a man in these two settings, And both directly affect the emotions and understanding. The very same numbers that cause sounds to have that concinnitas [a certain harmony] pleasing to the ears, can also fill the eyes and mind with wondrous delight. The cool but powerful emotional response generated by the composed serenity and authority of Palladios villas is not simply the result of the principles of proportion that govern the elements of the elevations, but also the extension of these principles to the way that the spaces and volumes are arranged. the systematic linking of one room to the other by harmonic proportions was the fundamental novelty of Palladios architecture, At the other end of the architectural scale, Holls fugue in the Stretto House generates a similar response in the viewer to that, which stretto in music evokes in the listener, namely excitement, acceleration, fuller realization, a certain indescribable ecstasy with the sensation of heightened simultaneity. Another aspect of emotional impact, which may be more mundane but is nevertheless worthy of consideration, is the cumulative effect of the music and architecture that surrounds us as distinct from the impact of a particular work. Emily Thompson posits the importance that advances in sound engineering made to the aural perception of life in the early years of the century, giving rise to the phenomenon that is sometimes referred to as the soundtrack of our life. The idea of a parallel stage set of our lives has been hinted at by author Will Self, if Brutalism is heavy metal, then what was Modernism, Schoenbergs dodecaphony? Clearly the Little Englander Palladian nostalgia of the Prince of Wales, the Quinlan Terry partnership, and even Barratt Homes, is of a piece with light classical music: Viennese waltzes, frozen in red brick, Chapter 4: Improvisation after the Renaissance and after Modernism In the earlier chapter I have established that improvisation in architecture can be considered as the departure of a skilled practitioner from the rules he has mastered in order to express himself more fully or to give coherent expression to new or developing ideas. Albertis De Re Aedificatoria (written about 1450) may be seen as the theoretical foundation for the re-establishment of classical order and proportion in the Renaissance. A century or so later Palladios Quattro Libri (published in 1570), re stated these classical rules, and his buildings followed them strictly. At the same time, however, other architects were interpreting these established rules with varying degrees of freedom. In his two villas on the Capitoline Hill in Rome Michaelangelo took the conventional Corinthian order, enlarged it and ran it through two stories; something that the Romans had never done. Vignola, in his Castello Farnese at Caprarola, designed an entablature that, [I]s a departure from the strict grammar of the antique â€Å" a departure in the direction of inventive modelling, of designing a faÃÆ' §ade as a pattern in light and shade, a pattern through which runs a play of meaning rather than any precise series of statements. Giulio Romano was even freer in his interpretation of the rules of antiquity. His Palazzo del Te, with its affected dilapidation and dropped stones in the entablature and his Cortile della Cavallerizza with its extravagant rustication and twisted Doric finds its equivalent in the developing mannerism of the music of the time. In the late 16th century, as the Renaissance era closes, an extremely manneristic style develops. In secular music, especially in the madrigal, there was a trend towards complexity and even extreme chromaticism (as exemplified in madrigals of Luzzaschi, Marenzio, and Gesualdo). Chromaticism in particular is an essential characteristic of the mannerist style at this time. It demonstrates a departure from the rules regulating the fundamental ratios underlying musical theory which is directly equivalent to that executed by Romano upon the rules of classical architecture as restated by Alberti and Palladio. The Pythagorean tone, with a ratio of 9:8, consists of a minor and a major semi-tone; But only the minor semitone can be used in actual music. For this reason, progressions between Bb â€Å" B natural or F â€Å" F#, or any other equivalent intervals, are forbidden. When the chromatic madrigal begins to abound in such progressions, it raises a flurry of controversy. The relationship between mannerism in architecture and in music may be illustrated by comparing the use of chromaticism by Guesaldo with Romanos use of rustication in the Palazzo del TÃÆ' ¨. On the one hand, Guesaldos madrigals are, full of unresolved dissonances, illogical modulations, and chromatic progressions. These are used to powerful effect to create, disruptive and restless changes of mood, so that the end result is rather like eavesdropping on some unresolvable, private agony. On the other, Romanos use of rustication gives the impression that, Everything is a bit uneasy, a bit wrong. It also [R]ecalls ruins [and] ancient buildings left half-finished. But it has great power and this is very largely because of the dramatic use of rustication. Just as Schindler developed a more improvisational style in his later works as he became disillusioned or cynical about the ethos of the Machine Age,[38] so Le Corbusier may also be considered to have undergone a major shift following the Second World War. This is exemplified by the chapel at Ronchamp, the monastery at La Tourette and the Courts of Justice at Chandigarh, all of which may be considered to be improvisational, with regard to the strict principles of Le Modulor. Charles Jencks observes that this perceived change in direction was seen to condone a new turn for modern architecture. He lists a range of diverse range of architectural movements that drew inspiration from Le Corbusiers later works. CHAPTER 5: CABARET MUSIC and MODERNIST ARCHITECTURE Architecture and cabaret music are closely affiliated, not least because both focus on creating unique atmospheres for a variety of purposes. During the early to mid twentieth century American architecture and cabaret were born out of and represented similar cultural concerns. This chapter considers some of the ways in which architecture and cabaret interact and how cabaret uses principles of architecture, such as the utilisation of space, the division of stage space, the distinction between public and private space, and the use of synthesis in design. Examples of Modern architectural designs, including those of Frank Lloyd Wright and Le Corbusier, built during the thirties and forties will be considered with the aim of identifying shared cultural affiliation between cabaret music and architecture during the mid twentieth century. Cabaret â€Å" the trend of combining music, dance, comedy, and theatre in a public place â€Å" was first established in France in 1881. Throughout both world wars and the Great Depression in America, Cabaret afforded a means of relaxation and the opportunity to celebrate, through shared performance, a variety of cultures, talents and tastes. Monmartre, in France, is recognised as the place where buildings were first constructed specifically for cabaret performance. The Moulin Rouge was built in Pigalle in 1889. At the time, the traditional Monmartre windmills were being pulled down at an alarming rate, which accounts for the construction of the large red windmill on the roof of the Moulin Rouge. The turn-of-the-century interior of Moulin rouge expresses the late Victorian Romantic sensibility, just before the introduction of the Modernist Art Nouveau movement. Elegantly and richly decorated, the cabaret setting was described in 1952 as possessing an atmosphere of tawdry luxury [. .] much like that of a bordello. At the time this would have befitted the styles of music which it was built to stage. Artists such as Henri de Toulouse-Lautrec recorded in paint various scenes from this early era of cabaret, such as music-hall singers, women dancers, and women preparing themselves to take to the stage. The flamboyance of early cabaret and the suggestiveness of dances, such as the can-can, paved the way for a relationship between the architectural setting and the music. In the late Victorian era, when more sensual forms of entertainment tended only to be considered as an underground activity, cabaret legitimised more diverse forms of theatre, music and dance, allowing men and women to mingle freely in a public space specifically designed for that purpose. At the time of the popularisation of Cabaret, the pursuit of pleasure had become a popular activity. During the twentieth century new dance halls were erected throughout Europe and in America in order to accommodate the rising popularity of the sociable and edgy form of cabaret entertainment. Cabaret music traditionally involves singing and orchestra, and American cabaret stars included artists such as Eartha Kitt, Nina Simone, and Bette Midler. However, as an art form cabaret declined in popularity during the sixties due to the rising popularity of alternative forms of music, such as rock. Due to the glamour of its beginnings the architectural setting of cabaret traditionally retained elements of luxury, wealth, and flamboyance. On the relationship between Romanticism â€Å" which the late-Victorian introduction of cabaret was celebrating â€Å" and the poetic sensibility, Geoffrey Scott observes that Romanticism may be said to consist in a high development of poetic sensibility t owards the remote, in that it idealises the distant, both of time and place and identifies beauty with strangeness. The elaborate dÃÆ' ©cor of cabaret stages, often including plush red or plum coloured velvet, idealise the sensual and were designed to encourage maximum comfort, pleasure and enjoyment of the entertainment. The designs of traditional cabaret stages were such that the audience area was only minimally lit, with the main focus being on the stage. In Modernist architecture there is suggestion that the culture of cabaret at least crossed over into and was in part incorporated into design. With the introduction of jazz and Broadway style music, cabaret became recognised as being seedier than during the years of its Victorian beginnings. We can explore the parallels between the responses of the two arts to the exigencies of the time by looking at three of the distinguishing qualities of cabaret music and architecture. The popular appeal of cabaret Cabaret deals with emotional or sentimental themes that easily evoke strong responses, rather than intellectual concepts that require esoteric knowledge to be fully appreciated. Frank Lloyd Wrights Usonian homes, built during the 1930s and 1940s, embody the cultural concerns and ideals of the Modern era, and reflect the complexities associated with the Great Depression of the thirties. During this time, many American families looked to cabaret and its music as the solution, albeit temporary, to the stresses of the quotidian drudge associated with the same economic, social and political forces. Usonian houses were intended to deal with the day to day living requirements of the average American family. A large living room for family life, with a big fireplace in It, a triplicate bathroom with sections for the man, the wife and the children and enough space for dressing rooms, closets and perhaps a couch in each, and airy bedrooms, all with easy access to a garden. A significant aspect of popular appeal is the recognition afforded to the performer; the phenomenon of stars. In this regard Wright, at this time, was actively marketing himself as the possessor of a unique, truly American architectural vision, and promoting his reputation as one of the great architects of the century. Variations in cabaret Cabaret offers variety. The subjects of its songs and dances range from tragedy to comedy and its forms from ballad to blues to jazz. It was popular for certain shows to be given to a select audience â€Å" part of the growing consumer culture in which greater emphasis was to be placed on the needs of the patron. In a similar way that cabaret performances were customised, Wright designed buildings with specific elements for patrons. Scholars have already drawn parallels between the designs of Lloyd Wright and music. For example, as expressed by Brooks Pfeiffer and Nordland, Wrights unit system was as an intrinsic part of the organic process of design and construction: just as the warp is discipline for a woven textile, and as the scale and notes are disciplines for the composer of music, so Wright used the unit system as a discipline for design. The modular unit system, based on rectangular and square units, unified and simplified the construction process, and involved the repetition of components such as doors and windows, with an emphasis on geometric pattern and symmetry. Wrights designs were remarkable for their unification of different component parts and ideas, whi