What about Ariel

Civilization and Barbarism are different cultures depicted well in the Shakespeare play, “The tempest” (Cohen 82).  These multicultural practices were common in the 17^th century and Shakespeare in his writing chose two characters to explain vividly his views on the two different cultures.  The symbolism used in the two characters elaborated the view of the writer from the onset.  Civilization is a state where individuals in the contemporary society are enlightened. This means that the persons are educated and have sound reasoning. In addition, there decisions are deemed prudent and acceptable by majority. On the other hand, barbarism is a state of inhumanity. Individuals under this state are normally uneducated and their actions defy the laws of civilization. The mode of treatment of these two individuals by the society is different. In a glimpse of the entire writing, Prospero, a master exiled from Duke Milan seeks refuge in an island. In the island, he frees a cursed spirit called Ariel and enslaves it in his house. In addition, Prospero and his daughter Miranda took a non-biological monster son of a witchdoctor to their home. The monster, Caliban, was to serve as a slave at Prosperos’ home (Cohen 87).

Ariel is a spirit considered civilized while Caliban is a representation of a barbaric character. The writer depicts Caliban as a naturally morally detestable animal. In addition, Shakespeare looks to present this character as an innocent individual unable to differentiate between bad and good.  Caliban enjoys the traits that other natural beings in the society do not possess. Moreover, the writer draws sympathy from the readers’ on the knowledge nature of the beast. This infliction of sympathy is directed to the less valued persons in the society that the monster slave represents. The trait of Caliban does not make him a lesser man when compared to the civilized ones. The nature of upbringing of Caliban was uncivilized. The devil mother, who was a witch, brought him up and he later inherited the island of her mother. However, despite the innocence, Caliban earned his enslaving after attempting to rape Prospero daughter (Cohen 93). This action is not one of an innocent man who is worth sympathy.  The swift anger of Caliban on Prospero depicts that nature has a natural impact on the society.

Prospero managed to control Ariel and Caliban in one island. It is apparent from the writer that Prospero was in exile after a quarrel with Antonio his brother.  The man feels the treatment by Antonio was unfair while on the other hand he is enslaving Ariel and Caliban. Prospero domesticated Ariel after the death of Sycorax (Cohen 89). The masters’ intention was to have him fit into the shoes of the death witch. Ariel possessed unique traits over his fellow slave, Caliban. Ariel is knowledgeable and can handle various tasks conclusively. This intelligence is attributable to his civilization. The state of his understanding enables him enjoy massive favors from the master. There was a friendly atmosphere between him and the master. However, Ariel and Caliban operated in a coarse environment, this is because of the bad blood they had against each other. The hatred was caused by the master selective treatment of the two parties. The barbaric nature of Caliban brought about the unfriendliness with Prospero. The abilities of Ariel aggravated the hatred between these two parties. However, they had a number of similarities. First, he was adopted as an illegitimate son and his father failed to honor him to his rightful position. The civilized nature of Ariel shelters him from nerve-wracking activities that required hard labor. His master and fellow slave were positioned to harness immensely from his capabilities but they failed to utilize them. 

The airy spirit had super natural powers. This is attestable to his intelligence and his capabilities to tackle issues and conclude them in a civilized manner. Caliban, despite being a child of a supernatural father lacks the supernatural traits. The dented human nature he faces nearly saw him murdered by Stephano. However, Caliban enjoyed knowledge limited to language; however, the learned language failed morality test, as he used the learned language in cursing. Prospero initial intention was revenging on his brother (Cohen 136). The marriage of his daughter by Ferdinand would see her become a queen. Prospero admits that it was upon him to fight for her daughter and himself after releasing Aries, who was exemplary in his duties.

Ariel is a depiction of an individual largely acceptable by the contemporary society. His contribution, though supernatural, amplifies the good moral virtues harbored by civilized individuals. In addition, the knowhow and magnitude of his knowledge base toward various issues enhances his value in the society.  On the other hand, it is apparent that natural talent can be natured to help solve problems experienced in the society. However, barbaric state mould immoral attributes which are harmful to individuals and society. Shakespeare view of these different characters attracts several criticism, this is because, despite the sympathy triggered, the character fails the morality test by engaging in an immoral activity i.e. rape. Education is a plus to Ariel, he is considered a rational individual who tackles issue in a prudent manner and leaves no trail of damages.  The character enlarges the idea of rebellion and authority. Before the rescue, he was paying for the wrath of authority and even afterwards, he served as a slave against will. The patience advanced by Ariel in his service and slavery to both authorities amplifies the amazing nature of a civilized character. Prospero also is a victim of betrayal, his brother Antonio betrayed him after delegating over half of his powers in authority (Cohen 165).

The writing to a large extend depicts an island which incorporates two cultures, explaining various differences and similarities of a number of issues. Prospero is an exclusive liberator in the island. This is attributable to his treatment of Ariel and Caliban. In a glimpse, the freeing of Ariel from a tree enabled him to have a new life while his nurturing of the monster to be well versed with language is another major accomplishment. From the aforementioned issues, it is apparent that freedom is important if a nation is to accommodate diverse cultures. Cultural transformation has helped nature acceptable values in the society.  The choice of characters by Shakespeare shows that, one culture is not an island in a contemporary society. In addition, Shakespeare identifies the importance of nurturing nature to fit in the acceptable morals of the society (Cohen 191). It is therefore apparent that Caliban and Ariel are available in the society and the mode of handling them is important to enhance acceptable morals in the society.

Works Cited

Cohen, Derek. Searching Shakespeare: studies in culture and authority. Toronto, Canada: University of Toronto Press, 2003.

Government Spending

Addressing federal deficit

Government spending is a fiscal policy used by the government to improve the welfare of its citizens. There are two types of expenditure, recurrent and development expenditure. Recurrent expenditure is the spending used to  settle  the salaries and benefits of government employees while developmental expenditure are used in improving infrastructure  to foster growth and development in the economy (Strawser & Ryan, 2008). However, increased spending has resulted to increased deficits in the federal budget (Rao, 2006). The paper looks to examine various types of government spending. In addition, it seeks to unravel various ways of reducing the budget deficits while at the same time improving and maintaining the welfare of the citizens.

1. Categories and changes

There are several change s I advanced in relation to category contribution to the general welfare of individuals and the state as a whole. Some of the greatest changes are decrease in the military spending, Iraq war and Afghanistan operations (Christoff, 2009). Military spending was chosen because it is already enjoying a massive allocation in the budget. The country muscle in terms of military gadgets is up to date and the country is not under an imminent threat that calls for such budget allocation. Social security and Medicare remained the same; the two categories are important for the wellbeing of the citizens and are already enjoying a good amount of funding from the government. In my opinion, there was no need to make the changes because of the level satisfactions associated with them.

2. Beliefs regarding what the government should do

The government is responsible for both the social and economic developments of the country (Strawser & Ryan, 2008). Several changes are paramount to harmonize these two responsibilities of the state. First, I proposed a tax reduction; this move will boost the income of the public, relatively improving their welfare. It is heart breaking seeing several citizens are unable to afford their daily needs i.e. shelter. The government needs to devise several ways of ensuring that unemployed citizens are employed. This is possible only if the government increases spending in the category of Training, labor and unemployment Programs.

3. Three important Changes

Several changes are paramount in bringing down budget deficit while at the same time improve the general standing of the general citizen. According to me, decreasing military spending, Iraq and afghan operations and cutting tax are vital changes.  The move apart from reducing budget deficit by a large margin boosts the level of individual incomes in the economy. In addition, the state will have additional funds to plough back to important development projects that will largely reduce the levels of unemployment. Tax cut has direct impact to the welfare of citizens. With a boost in the level of individual income, demand for products and services will increase, growing the market (Rao, 2006). Moreover, improved welfare and relative increase in product demand will induce investment to the trade sector. The attracted investors will address the increased demand by improving the traditional industries and establishing new ventures (Strawser & Ryan, 2008). In addition, the pumping of investor funds into the trade market leads to economic growth in the long run, as a lot of employment opportunities will be created.

4. Ways of reducing federal deficit.

It is apparent that policy makers face an uphill task trying to review down the spending in order to reduce federal deficit. The review is often a painful capsule to several individual as its impacts are huge to individual citizens and the economy at large.  However, there are several ways of reducing this budget deficit, prioritization of projects relevant to revamping the economy and promote the livelihood of citizens are important. Cutting of international affairs allocations, military spending and Iraq War and Afghanistan operations is one ultimate way of reducing budget deficit without negatively affecting the general growth of the state (Christoff, 2009). Security is a major compromise in the reduction of budget deficit. Foreign aggressors may take advantage of the reduced funding in the military to pose threats in the short run. In addition, the reduction of international affair funding may dent the image of the country globally. Moreover, the state position in containing terrorism will experience a blow, considering there is a reduction of budgetary allocation to Iraq War and Afghanistan operations category. Reducing military spending is a worthy compromise, as the impacts are mild unlike the ones relating to international affairs that may affect state image negatively (Christoff, 2009).

5. Roles of government as a social institution

Government is an important institution in the contemporary society.  The state has a mandate of ensuring that the welfare of her citizens is taken care of through the formulation of sound policies (Christoff, 2009). In addition, accountability and transparency are pillars of a society, and the role of government is ensuring that structure which foster the aforementioned factors are in place. In conclusion, it is the responsibility of the government to ensure that equity prevails in a nation. Equity is achieved by bridging the gap between the rich and the poor.

Annotated Bibliography _ History Behind Halloween

Bannatyne, Lesley P.  Halloween: an American holiday, an American history. Louisiana, USA: Pelican Publishing, 1998.

            Lesley, a renowned author with a bachelor’s degree in English, in this article elaborates more about the history of Halloween. According to her argument, Halloween is an American holiday traditionally celebrated yearly. She further points out that its history dates back to 16^th century. Lesley notes that there has been a lot of misconception in relation to the specific dates of Halloween celebrations.

RavenWolf, Silver.  Halloween: customs, recipes, spells. Woodbury.  USA: Llewellyn Worldwide, 1999.

            In this article, silver is analyzing the activities undertaken during Halloween festival. The writer further discusses in detail the alienation from initial Halloween traditions. In accordance to the article, the activities undertaken by communities and societies during this period vary. Silver elucidates that the holiday attracted the use of special clothing.

Rogers, Nicholas. Halloween: from pagan ritual to party night. Oxford, UK: Oxford University Press, 2002.

            This article gives a detailed analysis of the ever-changing faces of Halloween. Rogers argues that Halloween has gradually lost its traditional meaning. According to the article, Halloween that was originally a religious holiday changed to a film session in the 20^th century. In addition, special traditional costumes were worn during the ancient days that have largely been replaced by modern clothing.

Bannatyne, Lesley P. Halloween Nation: Behind the Scenes of America's Fright Night. Louisiana, USA: Pelican Publishing, 2011.

            Bannatyne in this article discusses in detail the activities surrounding this celebrated holiday. According to her, the modern society has distorted the primary meaning of this holiday. The initial celebrations entailed the telling; of scaring stories and children activities, i.e. trick-treat marred the celebrations. However, in the modern society, horror movies and costume parties have replaced Halloween traditional activities.

Heiligman, Deborah. Holidays Around the World: Celebrate Halloween.  Washington, USA: National Geographic Society, 2009.

In this article, Heiligman begins by briefly discussing the history of Halloween. According to Heiligman, Halloween is a historical event that has been in existence since the 16^th century. According to the article, the holiday is celebrated on October 31in most parts of the world, although no specific date is set. However, Heiligman points out that most societies and communities in the world conducted the celebrations at the end of summer.

Kallevig, Christine p.  Holiday folding stories: storytelling and origami together for holiday fun.  New York, USA: Storytime Ink International, 1992.

Kallevig, in this article examines in detail the activities of this world longest holiday. The article discusses identifies story telling as an integral part of Halloween holiday. According to the article, the storytellers were keen to telling scary stories that were nerve wrecking. Kallevig points out that the celebrations were an amazing bonding session for all groups. 

Descriptive Essay _ Basketball

A basketball is a well-designed sphere in shape ball. In addition, the ball contains an inner rubber bladder that varies in shape in accordance with the size of the ball itself. The Balls’ inner material is always inflated to enable ease in its usage. Basketball is a vital component in the game of basketball after the playing field commonly referred to a court and the basket (Dean 2004). A basketball is dribbled on the surface and therefore design addresses its state in terms of handling and durability. The interest of the basketball game solely rests on the handling of the ball. Spinning and rolling the basketball in different styles before making a basket varies with the size of the ball. The lighter the basketball, the easier it is to roll the ball in the court. Basketball is a game that is dominating the world. It is among the most viewed sport in the entire universe. The popularity of this sport is mainly in the west; organization of leagues in the western states has grown the fun base rapidly. It has drawn interest of the young and old in an equal measure. Basketball is a game came into existence in the early.  Basketball is designed uniquely to suit the usage; there are those used in doors and those meant for outdoor usage (Dean 2004). According to the aforementioned variation in usage, material for making the ball varies.

The evolution of a basketball started in the 19^th century. Initially soccer ball played the role of this ball before its invention (James 1941). The soccer ball texture was not satisfactory to the game as the ball specifications disadvantaged the hands, leading to many injuries. Legal suits from the soccer firms necessitated the development of a ball unique to basketball. The mother design composed of leather and a rubber bladder in the inside. To distinguish it with the soccer ball, the inventors wrapped it with a cloth lining. Different environments called for unique balls, this called for additional innovations in the material and designs of basketball. In the 20^th century, various trials were done and composite materials were unanimously accepted in the different leagues for use in the manufacturing of balls (James 1941).

Leather and rubber are the preferred material for making indoor and all-surface balls respectively. Leather basketballs are more expensive than rubber balls because of the durability in use and cost of acquiring them. Outdoors environment are harsh and therefore necessitates the use of a material that is fully adapted to the surrounding. The balls surfaces vary in texture but have one thing in common, they have a small air opening in its surface to aid in inflating and deflating. In addition, the surface of the ball is recessed to different manufactures designs and variety of colors used to make it attractive. Moreover, the surface contains the logo of the traditional manufacturer or the individual logo presented during its development (Forrest 2003).

Basketball comes in different weights and circumference. These unique specifications vary in different leagues. According to basketball certifying body, International basketball federation, men competition basketball is termed as size 7 while female balls are size 6. The amount of pressure is another factor that is looked into by a certifying body before the basketball is used in a given league. For basketball to be certified, manufacturers name and a unique serial number need to be incorporated in the surface of the ball. Professionalism is highly valued by the international basketball federation, therefore the material used in the manufacturing of basketball needs to meet the requirements postulated.  Basketball associations formulate the measures to be taken into consideration when designing a basketball (Forrest 2003). The strictness of these measures varies from one association to another. National basketball associations (NBA) for example allow the usage of basketballs from a single manufacturer. The associations from 2006 have been using synthetic balls that replaced the initial leather balls. The adaptation of a different basketball changes in accordance with the requirements of the sport. Spalding, the parent company that supplies the balls to the NBA, has always designed balls that meet both the federations and player requirements (Randall 2011). The color of this association is orange and therefore most of the basketballs produced by Spalding are orange though they produce a mixture of orange and white for Women national basketball association.

A basketball from the aforementioned description is unique in different aspects. However, the name of the game is the same. Basketball attributes vary in relation to the requirements of a given league, the ranking of these leagues are also determined by the specifications of the basketball used in their practice and games (Forrest 2003). A basketball that incorporates the requirements of most of these corporations needs to be moderated for the competition to operate in the same platform. Basketball size and texture needs to cope with the play requirements and be conducive to the players using appropriate materials. To be arrived at, different federations need to harmonize their requirements with the establishment of a product with international features in their minds.

Works cited

Dean Oliver. Basketball on paper: rules and tools for performance analysis . New York: Potomac Books, Inc., 2004

Randall Parr.  Basketball Fundamentals With a Twist . New York: AuthorHouse, 2011

 James Naismith . Basketball: its origin and development . Springfield: Nebraska Press, 1941.

Forrest C. Allen. Basketball, Delhi: Sterling Publishers, 2003.

United States Congress

Brief summary of article

United States congress is responsible for the formulation of economic policies. According to the article, congress intends to pass legislation on free trade agreements. This legislation looks to open up the United States market for free trading with other countries (Reinsch 2011). The writer points out that the deliberations and debate took a period of four years. This is a long period and the article seeks to analyze some of the factors that lead to congress acrimony and subsequent delays. In accordance to the article, Public skepticism is one of the factors that delayed the legislation. Two thirds of the United States citizens were against the legislation with a sole believe that it could bring with it unemployment. From the aforementioned, it is apparent that human beings only like change in theory but are fearful of it in fact. This skepticism was not only limited to the public, congress men were also divided on the issue. The division caused sharp debates and agrimony in the house.

Explanation of how the article relates to United States congress.

Congress is responsible for the formulation of programs and policies that affect the lives of individuals in one way or another. Among the issues dealt by the congress, economic related issues are its top priority. According to the article, the economic program advocated for by the congress cuts across the political sphere. Congress plays a major role in agitating for reforms in the economic sector that will help the citizens enjoy better returns. According to Reinsch (2011), congress is due to pass legislation on free trade agreement with Colombia, panama and South Korea that had been debated for four years. These reforms have to be in line with the public outcry. According to the writer, the United States citizens initially disapproved the legislation because of the belief that it was much of an economic evil. In addition, the United States senate had been deliberating on unfair trade practices by other countries and this scared the citizens. Despite the skepticism that halted the passage of the legislation for up to four years, the corporate and the public have diffused their tensions. The debates in congress helped create public awareness.

 Politics and public opinions affect the deliberations and debates in congress. It is apparent from the article that the arguments for and against free trade agreements are clear. However, they have to be in accordance to political manifestos for it to get utmost support in the floor of the house. According to NBC news poll, politicians are keenly following public opinion developments in the issue (Reinsch 2011). Proponents of the policy argued that the legislation was a win-win policy that could benefit the nation despite political affiliation. However, differences marred the committees deliberating on the issue leading to delays, as parties wanted the incorporation of their ideologies in the paper. The committees form an integral part in congress. The individuals making up these committees are experts in their respective fields. Different committees are entitled to different tasks that include regulating, designing program structure, dealing with finance and the one overseeing implementation (Reinsch 2011).

In conclusion, consensus building is paramount in a democracy. From the article, it is apparent that despite opinion differences by the members of congress, the legislation is finally seeing the light of day.  The congress debates that lasted for four years helped build public support on the issue. According to the writer, this legislation could open up the United States market enhancing economic growth by increasing exports and creating new employment opportunities.

Bibliography

Reinsch, B. 2011. Congress finally gets it: Free trade is good for America. Christian Science Monitor, October 10.

The marketing concept development, stakeholders and future directions

Introduction

Businesses are established with the sole aim of making profits. To achieve this, attracting and retaining customers is paramount. To realize the aforementioned, firms have been seeking to attract the best marketing brains in the world to drive this objective (Gainer & Padanyi 2005). Global marketers have advanced several ways of understanding consumers. Most have employed market research techniques while others are applying the traditional marketing techniques. However, it is apparent that consumer satisfaction is paramount if a company is to attract and retain clients. With the mad rush for new customers, several new firms have become casualties. The larger firms have employed their financial muscle to outdo the smaller firms in the employment of qualified marketers.  The result of this scramble has seen most small business depend on fate resulting to customer loss and subsequent collapse.

The following essay focuses on several aspects of marketing including definitions and the marketing concept development. In addition, it looks to analyse various key stakeholders in a marketing orientated organizations while analysing the future directions of marketing itself in the contemporary business world.

Definitions of Marketing

 Several scholars have advanced different definitions of marketing. Marketing is a process of understanding consumer needs (Ronell 2005). Businesses that understand the interests and preferences of their consumers are better placed to adopt a sound sales strategy. Having a vivid knowledge about the preferred consumer products and services also enhances the choice of communication media. Secondly, marketing is defined as an entwined process that develops a strong bonding between an organization and her clients (Hampton 2004). Companies which have natured a strong relationship with their customers easily understand change in consumer interests and preferences.  From the two definitions, it is apparent that marketing has a sole strategy. The strategy seeks to enable firms understand the consumer needs and adopt viable marketing strategies that could increase sales and subsequently firms’ revenue. In addition, selling techniques adopted by firms are guided by the intensity of consumer-firm relationship. Many big firms that have adopted accurate strategy have thrived in business by the nurturing of strong product value for their clients. Moreover, the strong client relationships help a firm nature loyalty and hence keep consumers.

Being a component of business management, marketing is a process that focuses mostly on the consumer. In addition, the adopted strategy is aimed at raising the firms’ sales while paying attention to consumer utility. Moreover, the process of making customers loyal to a given brand is based on sound communication. With a profitability intention, marketing strategy ought to be based on innovation. Businesses in the 21st century have changed their marketing strategy from the primary focus on the production side. Most businesses are now keen on the interests and need of their clients (Antorini & Andersen 2005).

Marketing concept development

For organization to realize their respective goals, marketing concept is important. Marketing concept is a term that relates company goals with a given target consumer market (Muniz & O'Guinn 2001). According to Rentz (2005), organization knowledge on a given market is paramount in the realization of their goals. The needs and wants of consumers and their preferences call for consideration in the application of market concept. Despite the basic knowledge of various target markets, companies should be striving to satisfy fully the needs of their clients. In addition, marketing concept is based on the assertion that an organization should be able to satisfy her customers more than her competitor. The philosophy of market concept has helped decision-making organs advance valid organization decisions that seek to beat competitors. According to this philosophy, producers ought to develop products that satisfy client needs fully. There are a number of ways to realize superior production over competitors. First, market research is important to ascertain the special needs of different consumers. Most companies in the 21^st century have adopted the marketing concept philosophy. However, the philosophy was not fully functional in the past. According to Adam smith, production ought to be based on the ability of a given good and service to satisfy customer needs (Lings 2004). Although this scholar advanced his theory in the 16^th century, it was much neglected by business marketing executives. However, the marketing theory has developed over a long period.  The 1776 wealth of nation’s philosophy by Adam smith is much in accordance with the marketing strategy.

To understand the marketing concept, we are going to look at a brief history of development. During the agrarian revolution, production concept was primarily used. This agrarian revolution lasted up to 20^th century (Hampton 2004). Firms’ production was based on those goods that could be produced at low costs. In addition, the quantity supplied to the market was those of efficiently produced goods. Moreover, the philosophy enhanced firm specialization as quantity supplied to the market depended on the quantity demanded.  Production during this industrial revolution age had two crucial questions to answer. These questions were, ‘can we produce the product? And can we produce enough of it?’ (Thomson & Hecker 2000, p.163).  During agrarian revolution, the production concept worked pretty well. The goods supplied to the market were guided by the consumer demand.  The production costs were used in the determination of commodity prices. This eased the operations of selling executives. However, the functioning of the production concept was short lived as it ended in 1920.

With the collapse of production concept in the 1920, the sales concept was introduced in the 1930’s. During this period, capitalism was taking over, and production was in large quantities. In addition, competition was rampant and quantity demanded was lowed.  With increased levels of production, companies employed the selling concept to woo customers.  To convince and attract clients, firms considered advertisement and personal selling strategies. The firms had different questions to consider at this stage. These were, ‘Can we sell the product? And can we charge enough for it?’ (Thomson & Hecker 2000, p.164).  The sales strategy was unique in the sense that firms failed to consider the needs and wants of customer. However, the organizational goal was to have a competitive advantage over other firms. The 1930’s concept was employed after product output was readily available in the market.  The sales concept developed a notion that related marketing to hard selling (Ind & Watt 2000). It is apparent that even in today business world, marketing and selling are terms used interchangeably.

After 1945, firms produced different products rendering the sales concept ineffective. The sales concept failed to increase firms’ revenues as consumers’ choice was increased. Consumer needs change from time to time. With increase in personal income, consumers were able to diversify their purchase of goods and services. With this concept, three questions are asked, ‘what do consumers want? , can we develop it while they still want it? And how can we keep our customers satisfied?’ (Keller 2005, p. 19) .The adoption of market strategy after the Second World War sought to answer the aforementioned questions. According to this strategy, the consumer is the boss. Organizations are keen in ascertain the needs and wants of her clients before designing and producing a product. In addition, the decision organ of the company bases her policies on the interests of the clients. Moreover, the main organizational objective is to increase her profits while attracting and retaining more consumers.

Upon the introduction of the marketing concept, firms were forced to establish marketing departments (Kee-hung & Cheng 2005). Firms’ primary intention in these establishments was to have a unique body to look into the divergent needs and wants of consumers.  Initials firms had sales departments that performed marketing department functions. Strong marketing departments are responsible for improved firm performance. Innovativeness is paramount if marketers are to reach diverse individuals in the market. In addition, good working relationship between marketing department and other departments is important. However, this departmental relationship calls for transparency and accountability of parties. Competent marketers are responsible for the dissemination of information and subsequent advice to their respective companies. Marketing is a field that has standardized methods of reaching consumers. However, experienced marketers are free to adopt any mode of marketing that is in accordance to the market needs at a particular time. The adopted modes may be necessitated by local circumstances. Organizations exist to address the divergent needs and wants of clients.  This is evident in the manner in which modern companies have been structured. Modern company structures are marketing oriented and seek to unravel the mystery of consumer change of preferences while fostering competition (Denison 200).

Key stakeholder groups in a marketing oriented organisation

In a marketing oriented organizations, there are several stakeholders. Organizations are formed with the primary objective of making profits. To earn revenue, individuals who are willing and able to buy are of necessity. The individuals who are the nerve to any business survival are called customers. To survive in a competitive world, organizations have to be sensitive to consumer needs.  Marketing is a good component of creating consumer awareness on the existence of a firm or a product. However, innovativeness and accountability are important maintaining customer satisfaction and keeping competitors at bay. The ever-changing preferences of customers have encouraged the adoption of different marketing strategies to ensure that their needs are satisfied (Kee-hung & Cheng 2005).

Shareholders form an integral part of an organization. This vital component of a company is responsible for the company decisions. In addition, shareholders are the nerve an organization. They inject their fortune on the business with the sole aim of earning a return. In addition, they seek to attract and keep consumers. To achieve this, shareholders review marketing strategies more often to meet customer needs and wants. Quality production is also paramount to attract new consumers. To maintain product quality, shareholders need to satisfy their employees by rewarding them for increased revenue. In addition, the formulated policies ought to be all-inclusive for individuals to feel cared (Ind & Bjerke 2007).

Employees are responsible for the day-to-day operations of an organization. The success of an organization lies on these individuals. The important need of the employee is an excellent working environment that ensures the taking care of his health and welfare.  They should be incorporated in the decision making process. Organizational culture of a company is important to develop employee relations with the customers and the organization. Due to the rampant competition, organizations need to treat their employees well to prevent exodus to other companies. In addition, Conducting workshops and training is important for a firm to develop her staff. Employee creativity has enhanced the bonding with company consumers. Employee expertise in consumer relations helps nature consumer connection on a personalized level that attracts consumers to a firm.

Future direction of marketing

              The future looks bright for marketing companies. To manage the cutthroat competition, companies will pay attention to the slight changes of consumer interests. It is apparent that in the future, marketing departments will have to establish consumer preferences before marketing a good or service. From the aforementioned, management decisions have to be client oriented for a firm to survive in future business. Lack of sound marketing concepts will lock out companies that are reluctant to adopt market changes. In addition, individuals’ income and choice of basic products id bound to change in the future. It is therefore prudent that companies are aligned to these needs to ensure that goods produced meet the needs of the customer. Nowadays some companies have merged marketing and sales department, however this is bound to change in the future. Many companies in the future will focus mostly on consumer satisfaction, this will encourage them consider a marketing department as an integral part to their firms survival.

Conclusion

            In conclusion, marketing plays an important role in modern organizations. It puts the customer in a position where every company decision is made with him/her in mind.  Its developments in relation to customer needs and wants have improved over time. It is apparent that organizations that have adopted marketing strategy are successful. Companies that take into serious consideration the interests of their consumers are able to stay ahead of their competitors (Ind & Bjerke 2007). However, the aforementioned advantages are limited to the type of marketing strategy adopted. Therefore, for organizations to thrive they need to advocate for qualified marketers who are well versed to changes in consumer preferences.

References

Antorini, Y & Andersen, K 2005, A communal approach to corporate branding, Copenhagen Business School Press, Denmark.

Rentz, J 2005,  'A conceptual and empirical comparison of three market orientation scales', Journal of Business Research, Vol. 58, pp. 1–8.

Keller, K 2005, 'Branding shortcuts', Marketing Management, Vol. 14, no. 5, pp. 18–23.

Muniz,M & O'Guinn, T 2001, Brand community', Journal of Consumer Research, Vol. 27, No. 4, pp. 412–432.

Ind, N &  Bjerke, R  2007, Branding Governance: A Participatory Approach to the Brand Building Process, Wiley and Sons, Chichester.

Kee-hung, L & Cheng, E 2005, 'Effects of quality management and marketing on organizational performance', Journal of Business Research, Vol. 58, no. 4, pp. 446–456. 

Ind, N & Watt, C 2004, Inspiration: Capturing the Creative Potential of Your Organisation, Palgrave, Hants.

Lings, I 2004, 'Internal market orientation: Construct and consequences', Journal of Business Research, Vol. 57, No. 4, p. 405. 

Denison, D 2000, Organizational culture: Can it be a key lever for driving organizational change?', John Wiley and Sons, London.

Hampton, G 2004, 'Relationship of professionalism, rewards, market orientation and job satisfaction among medical professionals’, Journal of Business Research, Vol. 57, no. 9, pp. 1042–1053.

Thomson, K & Hecker, L  2000, The business value of buy-in: How staff understanding and commitment impact on brand and business performance, Routledge, London.

 Gainer, B & Padanyi, P 2005, 'The relationship between market-oriented activities and market-oriented culture’', Journal of Business Research, Vol. 58, no. 6, pp. 854–862.

Ronell, A 2005, The Test Drive, University of Illinois Press, Urbana.

Teachings of The Prince under a republican form of government

Machiavelli is an individual who was born at the end of 15^th century. In his career development he served Florence which was then under republican government as a diplomat (Machiavelli 1979). Being in this position, Machiavelli engaged in high-level diplomatic practices on behalf of this state. The Diplomatic activities took him to big countries i.e. Italy and France. In addition, Machiavelli being an individual gifted in personality analysis put in paper the political assignments he undertook. However, during this period of personal career development, republic forces were defeated and the government disbanded. This regime change had several casualties; Machiavelli was the most affected victim. It was alleged that Machiavelli conspired against the individual who defeated republican forces, Medici (Machiavelli 1979). The regime change brought torture and misfortune to Machiavelli who was imprisoned and brutally tortured. After the imprisonment and subsequent torture, Machiavelli wrote the prince. The article seeks to analyze the good teachings of Machiavelli article under republican form of government.

The important work of Machiavelli enlightens his thoughts on government. The writer is keen at unmasking the tradition of tyranny and its relation to the republican government. The republic government according to the writer is one of the popular regimes that cannot be separated with tyranny. Tyranny is a political tool that depends primarily on political circumstances. According to Machiavelli (1979), tyranny just as any other government, principle is prone to change and a regime that practices the same can be changed. The prince and the discourses, Machiavelli important political works postulates that the reform of tyranny regimes is solely through leader education and exposure. The works are a revelation to those individuals striving to join politics. In addition, this works are vivid in relation to political circumstances and results. The two articles aim at educating the states men and women on various aspects of political regimes and the general, morality of leadership. In accordance to the prince, a wise political leader is important in elimination of tyranny regimes. Machiavelli (1979) argues that this individual is gifted with the knowledge of understanding the goals of politics while at the same time understanding the ever-changing times that call for frequent changes in running government. In addition, the book points out the presence of challenges in political life, these are referred to as accidents. Political leaders therefore need to accommodate these difficulties and engage prudent ways in solving them. Machiavelli writing is clear on the issue of sacrificial politics. The writer advances that for a political regime to be appealing, its seriousness in politics is of utmost importance. Given the seriousness of politics, the political leaders are in a position to sacrifice their interests for the sake of the state. Having represented the state as a diplomat, Machiavelli in his articles agitates for personal sacrifice to the state and citizens in dissemination of service (Machiavelli 1979).

The prince and the Discourses are great educators to the contemporary leaders and citizens. Machiavelli has largely elaborated ways of eradicating tyranny regimes. Machiavelli teachings seek to address both the public and those in authority. According to his writings, citizens play a major role in the transformation of state. They are tasked with the provision of quality services on behalf of the state. This is an integral lesson, the good citizens are able to foster nationhood during times of crises and salvage their countries (Machiavelli 1979). In addition, being a prudent leader will allow wise counsel to the responsible authorities. The writings seek to nature responsibility in both the leaders and the public. Legitimacy of any authority in accordance with Machiavelli articles is based on its moral goodness (Machiavelli 1979). In addition, the political power accrued by a political leader is based in his moral standing in the society.  According to the prince, good moral standing is paramount given the ruler intends to pass reign to offspring.  This is because good and peaceful leaders are believed to gain more favor from the electorate. However, Machiavelli argues that judging the power use legitimacy lacks moral basis. Rather, the individuals in power have the right impose their command over subjects (Machiavelli 1979). Machiavelli criticizes the assertion that individual goodness leads to power and argued that the level of moral character does not guarantee increased authority. Machiavelli having worked for republican government has the authority to rubbish the relationship of moral character and maintenance of public office.  In accordance to the aforementioned criticism, Machiavelli intents to pass a point that when it comes to power, there are specific rules guiding the game. According to the prince, the activities undertaken during a given regime is directly related to regime power and it is paramount therefore to educate rulers on the use of power to encourage morality in activities. In addition, the writer advances a teaching that, the usage of power ascertains the level of public obedience to the ruler. Moreover, the ruler with proper application of power is capable of reigning for longer period while maintaining a stable society with good security.

Authority and legitimacy of a political system rests squarely on the enforcement of law (Machiavelli 1979). The treatment of law and force is an important concept addressed by Machiavelli writings.   According to Machiavelli, for a political system to enjoy massive acceptance, it has to nature good laws an arms of governance.  Although Machiavelli fails to address the issue of good laws in his writing, he argues that the issue of having nice arms covers them (Machiavelli 1979). In addition, according to him, laws depend on arms.  To control the public, a state instills fear in them. This deception gives the state an ample time to conduct its inhumane control of the public, as each individual will tend to run to the state for help. According to Machiavelli (1979), people are amazing creatures that breaks the bond of love most of their time but are loyal to deceptions. In addition, people tend to be loyal to a retrogressive regime because they fear the consequences of their actions.  The aforementioned issues of law and arm are an important revelation. The public are the enemies of themselves as they buy deception more easily then treasuring the bond of love in their daily activities. The teachings of Machiavelli are that the public are ungrateful and insincere just like their political systems. Furthermore, Machiavelli asserts that political rulers’ respect of rights defines their level of success. The rulers’ who are selfish and are only keen in protecting their own rights tend to perish by the same rights while vice versa is true. In addition, during times of conflicts, individuals who belief in power more that authority tend to succeed in the quest. From Machiavelli article, it is apparent that for citizens to acknowledge and respect laws, law authority needs power support (Machiavelli 1979).

A discourse is one of Machiavelli works that expresses in depth his personal feelings towards republican government (Machiavelli 1979). Its apparent from this works that Machiavelli that for successful rule a strong government is necessary. Although he argued that the position of the prince was hereditary, he agrees that an ear to the aspirations of the public is paramount for a state to thrive. However, a strong government will not function fully without incorporating the rule of law and functional institutions. A state with a sound constitutional dispensation assures freedom to its citizens. In such a society, individuals participate in the daily operations of the government and the government works in a manner that does not infringe on the rights of the public (Machiavelli 1979). Throughout the work of Machiavelli, liberty is the integral part of his theory of political dispensations. To analyze the importance and the worthiness of a state it is paramount to ascertain the level of liberty enjoyed by the citizens. Machiavelli is an individual who had a lot of government experience after working as a diplomat for the French government. Despite the hardships he suffered, he still praises monarchy in a scenario where republics ought to be encouraged. However, he laments that, despite the organization of a monarchy government, it still lacks important qualities that are core to the composition of a republican government. In addition, the qualities and the setting of the republican form of government streamline its constitution more than that of a monarchy regime. The discourse looks to applause the kingdom of France by being one that is guided by law. According to Machiavelli, laws in this kingdom are considered important and all individuals are under the law than any other kingdom in existence. Machiavelli argues that despite the amount of power at the king disposal, the population liberty and freedoms are still protected. The supreme laws of the land check the powers of the king (Machiavelli 1979).

Security is an important aspect to both a regime and the masses. According to Machiavelli, most individuals under a monarchy regime fail to differentiate between liberty and security. In addition, people claim liberty to make others their subjects. However, the demand of others is in relation to security. Monarchs fail to honor the masses with the demanded liberty but are quick to provide security to every individual.  The state provision of security is enhanced by disarming the people to ensure all citizens are equal. However, Machiavelli believes that the advantages of the disarmament are limited compared to what could be derived in a liberal state. The king of such a disarmed nation does not possess supernatural prowess over her aggressors. It is an incentive to subject the masses under their control. Machiavelli (1979) believes that a nation with armed citizens is able to withstand both the government and foreign tyranny. From the writing, Machiavelli is an ardent supporter of people induced liberty. In monarchy regime, entirely the king controls everything. By contrast, republican government entails the participating of all citizens in government. Liberty is an important aspect in a republic and it is the responsibility of every citizen to fight for its realization. Machiavelli in his work, discourses, points out clearly that the general liberty enjoyed is a contribution of other parts (Machiavelli 1979).

The prince adopts incentives that have grave negative effects to his soul (Machiavelli 1979). The prince acts immorally to preserve his regime. However, acting against morality and humanity is necessary when dealing with foreign aggressors and when dealing with economic ills i.e. bribery and corruption. There are times when corruption laws favor those in authority, this contradicts the initial meaning of a democratic and liberal community and the common citizens are considered less important.  The writer in his writing postulates that, sacrifice is paramount if the state of the economy is to be sustained. Lack of humanity and civility drives individuals in authority to commit grave mistakes that influences states negatively (Machiavelli 1979). This selfishness is expounded in Machiavelli works, the prince and discourse. An example is the Italian prince who seeks to amass wealth and enhance personal protection at the expense of the state. From the aforementioned issues, it is apparent that immoral activities that negatively affect society should be avoided.

The prince is responsible for the peace and stability in his kingdom. Adverse situations i.e. aggressions call for sober response from the prince. The individual at the helm of leadership is responsible for the decisions to save the state. Machiavelli argues that, the prince is responsible for restoration of order in a state. In addition, Machiavelli in discourse, points out that the prince is responsible for reforms to address the economic ills of a state. The reason for this argument was based on the belief that the pioneers of republics enjoy public support and many like them while tyrants face stiff public opposition. There are several difficulties encountered by leaders in the course of their duty especially in relation to reforms. This therefore calls for a leader with extraordinary character. In accordance to Machiavelli, the prince is a very lenient, moral prince that seems to contradict the extraordinary capabilities of a leader. However, Machiavelli states in the prince that the prince needs to nature a good environment of arms, laws, friends and act as a good example. These virtues are important for a morally upright leader. However, the aforementioned issues are only realized after a struggle. According to Machiavelli, republican government supersedes principality in the long run. In discourses, Machiavelli argues that states have visions and dreams which political communities need to enjoy together with freedoms.  Every state is striving to ensure it meets its human necessities in the long run.  Political, social and economic stability are some aspects of judging the state of a regime, to ascertain whether it is good or bad. In accordance to fostering stability, republican government is accredited.  In accordance to Machiavelli, it is apparent that during times of hardships and disasters, it is paramount to seek redress on the political community principles and values. The principles are believed to nature good morals that are important in restoring the initial good status of a state (Machiavelli 1979).

In conclusion, both the prince and the discourse speak about the political leaders of both forms of government (Machiavelli 1979). Machiavelli intends to teach individuals on the necessity to be a responsible leader and make prudent decisions and challenging times. Moreover, Machiavelli through his reverences displays the negativity of tyranny in both the ancient and modern states. He asserts the fact that most men are driven by personal ambition and selfishness. However, Machiavelli seeks to educate statesmen on the importance of good morals that bring glory. In this regard, the prince and the discourses pose important lessons concerning republican government than other previous writings.

Bibliography

Machiavelli, N. 1979.  The portable Machiavelli. New York: Penguin Books.