Physician Assisted Suicide free essay sample

The role of a practicing medical doctor, or a physician, is defined by Mosby’s Dental Dictionary as a practitioner of medicine; one lawfully engaged in the practice of medicine. The essential word in this definition is lawful – physicians must act in a manner that is ethical to their practice and lawful to the country in which they are practicing. In most countries, murder and suicide are unlawful; therefore for a doctor to commit such an act would be considered as crime. For this reason, I stand by my belief that doctors should only prescribe life terminating drugs in certain cases, which I will explain below. To help strengthen my argument, I will use facts and opinions given by philosophers James Rachels and John Paul ll. James Rachels, an American philosopher who specialized in ethics, authored an article titled Active and Passive Euthanasia, which describes the difference between two forms of euthanasia. We will write a custom essay sample on Physician Assisted Suicide or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Active euthanasia is defined as a circumstance in which a doctor administers drugs into a patient’s body with intent to end their life. Passive euthanasia is when a doctor withdraws from giving their patient medical attention, knowing that without the care they will seize to survive. After reading Rachels’ article, I was able to differentiate between the two forms of physician assisted suicide, which essentially helped in my deliberation if it should be permissible. Additionally, my argument is based upon the definition and viewpoint philosopher John Paul II’s gave of euthanasia in his article The Tragedy of Euthanasia. In his article euthanasia is described as â€Å"an action or omission which of itself and by intention causes death, with the purpose of eliminating all suffering. † Paul stated that depending on the circumstances, this practice is malicious and can fall into the categories of suicide and murder (Paul 204). Another key component to my argument is derived from John Arras’s three criteria for physicians assisted suicide. The three criteria are: that all request for eath be truly voluntary, all reasonable alternatives to PAS and active euthanasia must be explored before granting the request for death, and a system must be kept to record all cases of PAS in order to prevent abuse (Arras 232). Arras created these criteria with the hopes that it would prevent abuse of physicians assisted suicide and that is only acted on in appropriate circumstances. The two criteria which support my argument is voluntary action and that all other options have been explored. Like Arras, I believe there are a limited number of situations in which PAS should be an option. From what I have gathered, I have determined my own personal opinion, which is that when physician assisted suicide is required and only when it is required, it should be completed as passive euthanasia. Situational details for my argument are as follows: Physicians assisted suicide should only be acted upon in extreme situations in which the patient has either 1. ) Been in a permanent vegetative state for at least six months, and the family has determined to seize treatment. In this circumstance, drugs should not be administered to illicit death. Instead, all treatment should be ended. 2. ) Been given a short amount of time (less than a month) to live and wishes to pass away peacefully instead of suffering, the physician can end treatment. In no case should a drug be prescribed to end the patient’s life, but by the patient’s request the physician can administer pain killers or a numbing drug for the patient to exit peacefully. 3. ) has an ample amount of time to live, but still has the desire to exit life, the physician should offer alternatives to the patient – euthanasia not being one of them. I have specifically identified the three situations above, because I feel only in these cases should the doctor seriously consider the option of PAS, or in the situation of option three, how to alternatively assist a patient who is seriously considering euthanasia. In the first case, I mention the doctor’s patient being in a permanent vegetative state – medically defined as patients who have an irreversible loss of brain damage who are left permanently unaware and extremely unlike to ever recover. The vegetative state case is a vital circumstance in which the doctor should consider euthanasia, because these patients will most likely never function fully as human beings again, therefore never to lead a life worth living. The decision is only to be made by the family, guardian, or caregiver of the patient rather the doctor should end treatment to allow to patient to live. However, this should only be done after six months of complete inactivity of the patient, to secure there is no chance of revival. If the family requests for their loved one to be kept alive after the six month, their wishes must be granted; the doctor shall have no say in the decision. In the case of a patient with a short amount of time to live (for example, if a disease was quickly eating and decomposing their body) and there was no cure that would keep them alive, doctors should also seize treatment if it’s is the patients wish to do so. If their wish is to be at peace for the remainder of their lifetime, the doctor should be admitted to prescribe painkillers or numbing medicines, in order to make the patient comfortable. Still, even in this circumstance, the physician should not consider active euthanasia. To prescribe a patient with deadly drugs at this point their life, would be to take a life too soon. Actions such as this would be considered murder, which is unlawful for a human being and unethical for a practicing physician. I included the third case in my argument, a patient with an ample amount of life left with the wish to end it, because I assume this is a case physicians are faced with commonly. A situation described in Timothy Quill’s article, Death and Dignity, pertains to this circumstance. One of Quill’s patients, a 45-year-old woman with Leukemia, has been under his care for years. One day she reached a point where her health had reached another decline, but instead of completing another round of chemotherapy, she wanted to enjoy the rest of the time she had with her family. After sometime, she requested sleeping pills from Quill, to exit life peacefully – he completed her prescription and within a matter of days she had taken her life. I believe Quill was wrong for giving her the prescription – this is a form of active euthanasia, and more so, a case of murder. The end of her life was determined by herself and Quill, not by the natural course her life was supposed to take. Yes, she would have eventually died at some point due to her illness, however her actual death was premature. A doctor should not have the power to decide the course of someone’s life. When a physician is presented with circumstances similar to Quill’s, they should insist on helping their patient find alternative options. This ties back into Arras’s three criteria – explore all alternatives to PAS before granting a patients wish to end their life. My justification for being completely against active euthanasia most likely stems from my strong sense of optimism. I believe life will lead its own course and should not be interrupted by others, but even more so I believe in a sense of hope and perseverance, and ultimately justice. When a patient decides to take his or her life and a doctor succumbs to the idea, the reality of the future for a patient is completely ignored. If the patient has an option between life and death – the option chosen should always be life. In our society we look down at perfectly healthy people who commit suicide, and I feel these situations are no different. I also believe these situations should be looked at in term of justice. A physician, rather given permission or not, has no greater right than any other human being to take another’s life. However, I do understand that while I am emotionally tied to this issue, there are others who think more strategically and who may have objections to the points I have made. The strongest objection I have discovered is that the fault should not be placed on the doctor, when the decision to end their life is the patients. They feel the doctor is not committing murder. I understand the logic behind this thought, however, I stand by the definition that I mentioned early in the essay – a physician is to act ethically and lawfully. More than any other duty of a physician, their job is to keep their patients healthy. In no way, does speeding up the process of death allow a patient to improve their health status. I also respond to this objection by restating that a physician has no greater right than any other human being when it comes to ending a life. A physician who commits active euthanasia should be accused and tried just as any other human who kills another. I believe physician assisted suicide should be legalized but with strict restrictions to prevent abuse and unnecessary deaths committed by physicians. The restrictions should follow stern codes, which will be determined by the government and medical associations, in order to maintain a just and trustworthy health system. Physician Assisted Suicide free essay sample In the medical field there are massive amounts of treatments for various diseases. Some treatments are going to help the patient feel more comfortable; however, some are going to counteract the problem, and others are going to help kill the patient. Physician assisted suicide is defined by medterms. com as â€Å"the  voluntary  termination of ones own life by administration of a  lethal  substance with the direct or indirect assistance of a physician.   Any person wishing to undergo assisted suicide in Oregon must be at least 18 years of age and have a terminal illness. This illness must be within its final stages and leave the patient with less than six months to live. Within these six months a patient can request the treatment, but must orally request twice, and provide a written request once as well. In order to receive this treatment, however, a second physician must give a second opinion on the length the patient has to live. We will write a custom essay sample on Physician Assisted Suicide or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page In her article, â€Å"Physician-Assisted Suicide: Compassionate Liberation or Murder? Vicki Lachman talks about the option that patients have to request a lethal dosage of medication. She explores the moral conscience of nurses, the ethical and moral issues, and the legal issues that surround a patient’s request for lethal dosages. Similarly in her article, â€Å"Physician-Assisted Suicide: Development, Status, and Nursing Perspectives,† Theresa F. Rose gives background on the history of physician assisted suicide. She investigates the perspectives that nurses have on the issue and their personal views on the subject. Joris Gielen and his coworkers show a different angle in their article, â€Å"Religion and Nurses’ Attitudes to Euthanasia and Physician Assisted Suicide. † Their goal was to find the viewpoint of nurses on physician assisted suicide in regards to their religious beliefs. There are many different viewpoints on physician assisted suicide and they come from many different sources. Although physician assisted suicide may seem like a personal liberation from suffering for the patient, it is emotionally stressing on healthcare professionals. Within the healthcare spectrum the nursing staff is the closest to the patient and must deal with the moral feelings caused by physician assisted suicide. Nursing staff are going to have the closest contact with patients and their families, and therefore, will become attached to the families. This makes it difficult to live with such a decision. According to Lachman, â€Å"nurses who frequently care for dying patients did tend to be less supportive of euthanasia. †(124) Personally I can say that caring for a dying patient is very difficult. The patient may be struggling and having trouble breathing or swallowing, but they are still hanging on. In this case it is the nursing staff that tries to make the patient as comfortable as possible, but there is no thought of helping them die. There is a conscious thought to always have the patient’s comfort first place, and any other behavior would go against the moral standard set by many medical professionals. Assisting with suicide also violates the Code for Nurses with Interpretative Statements as well as any other ethical code put into place by established nursing associations. Doctors also have a moral issue in dealing with physician assisted suicide. Although the nurses generally have more contact with the patients, the doctors are still very present with patients. While nurses have the connection with patients that would be very difficult to harm, physicians have a very difficult job as well. The physician has to fulfill the wishes of the patient and prescribe the needed medication. This in itself seems unethical because the doctor is prescribing a lethal dosage of medication that will ultimately kill their patient. Furthermore, doctors must recite an oath that ensures they are only practicing to help patients, not harm them. The Hippocratic Oath is recited by new physicians stating they will practice medicine ethically. In the original version it says, â€Å"I will neither give a deadly drug to anybody who asked for it, nor will I make a suggestion to this effect. † This statement goes strictly against any physician assisted suicide plans. Ultimately physician assisted suicide goes against moral and ethical judgment that is placed within the â€Å"hands† of a practicing physician. Moral behavior of a murderer is considered lacking in many cases, but how are physicians who administer a lethal dosage of drugs any different? There are many physicians who are participating in assisted suicide, but they all have lives within their hands. They are responsible for the lives they have been entrusted with. In Norway any physician that helped with assisted suicide was charged with â€Å"accessory to murder. † In the United States there are many laws regarding murder, but accessory to murder is also a charge. A person who is considered an accessory to murder is â€Å"not typically present at the scene of the crime, but contributes to the success of the crime before or after the fact. † This statement creates a controversial wave within the country. Those physicians who are prescribing deadly doses of medication are knowingly providing a means to kill someone. Even though the physician does not administer the drugs themselves, the patient is still being killed because of the physician’s prescription. The immorality of prescribing lethal drugs may be heavily felt by the prescribing physician after administration. Many physicians are affected by the procedure after it has taken place. They are held responsible, but not liable, for the patient and their death. They provided the needed prescription to cause death to a patient. In a survey mentioned in an article by Kenneth R. Stevens, Jr. , M. D. , FACR, it was stated that, â€Å"53% of physicians received comfort from having helped a patient with euthanasia or PAS, 24% regretted performing euthanasia or PAS, and 16% of the physicians reported that the emotional burden of performing euthanasia or PAS adversely affected their medical practice. It is obvious that the effects of such a traumatic experience are hard on any physician. The act of killing someone, even if it is just prescribing the needed medication, is hard on the conscious mind of any psychologically sound person. Although it would seem that the physicians practicing physician assisted suicide should know what kind of psychological battle they are getting into, some are finding it m ore difficult than they first believed. These physicians have to prescribe a drug that will kill their patient, the one they have tried to keep as healthy as possible.

Definition and Examples of Lists in Composition

Definition and Examples of Lists in Composition Definition In composition, a list is a  series of particular images, details, or facts.  Also called a  series, a catalog, an inventory, and (in  classical rhetoric)  enumeratio. Lists are often used in works of fiction and creative nonfiction (including essays) to evoke a sense of place or character. Lists are commonly used in business writing and technical writing to convey factual information succinctly.   The items in a list are usually arranged in parallel form and separated by commas (or semicolons if the items themselves contain commas). In business writing and technical writing, lists are commonly arranged vertically, with each item preceded by a number or a bullet. Lists may also be used as a discovery or prewriting strategy. (See listing.) See Examples and Observations below. Also see: Writing With Descriptive ListsAccumulationAsyndeton and PolysyndetonCongeriesCoordinate Adjectives and Cumulative AdjectivesCrotEnumeratioFocusingListicleOutlineRhythmSpacingSerial CommaSynathroesmusSystropheTetracolon Climax  and  TricolonWilliam H. Gass on Writing With Lists Lists in Paragraphs and Essays Edward Abbeys List of Examples in The Great American DesertIan Fraziers List of Reasons in Great PlainsLists in Bill Brysons Neither Here Nor ThereLists in William Least Heat-Moons Place DescriptionStreet Yarn by Walt WhitmanWhen I Come to Be Old by Jonathan Swift Examples and Observations A rat can creep out late at night and have a feast. In the horse barn you will find oats that the trotters and pacers have spilled. In the trampled grass of the infield you will find old discarded lunch boxes containing the foul remains of peanut butter sandwiches, hard-boiled eggs, cracker crumbs, bits of doughnuts, and particles of cheese. In the hard-packed dirt of the midway, after the glaring lights are out and the people have gone home to bed, you will find a veritable treasure of popcorn fragments, frozen custard dribblings, candied apples abandoned by tired children, sugar fluff crystals, salted almonds, popsicles, partially gnawed ice cream cones, and the wooden sticks of lollypops. Everywhere is loot for a rat- in tents, in booths, in hay lofts- why, a fair has enough disgusting leftover food to satisfy a whole army of rats.(E.B. White, Charlottes Web. Harper Brothers, 1952)There were too many bells at  Castrevenford altogether. There were the clock chimes, which sounded the hours, halves and quarters with peevish insistence; the bells in the Science Building; the electric bell which marked the beginning and end of each lesson; the hand bells in the Houses; the chapel bell, which had obviously suffered some radical mishap during its casting.(Edmund Crispin [Bruce Montgomery],  Love Lies Bleeding, 1948) Her speech was an endlessly interesting, swerving path of old punch lines, heartfelt cris de coeur, puns new and old, dramatic true confessions, challenges, witty one-liners, wee Scotticisms, tag lines from Frank Sinatra songs, obsolete mountain nouns, and moral exhortations.(Annie Dillard, An American Childhood. Harper Row, 1987)What a jovial and a merry world would this be, may it please your worships, but for that inextricable labyrinth of debts, cares, woes, want, grief, discontent, melancholy, large jointures, impositions and lies!(Laurence Sterne, Tristram Shandy, 1759-1767)The modern technocracies of the West have their roots in the medieval European world, from which there emerged three great inventions: the mechanical clock, which provided a new conception of time; the printing press with movable type, which attacked the epistemology of the oral tradition; and the telescope, which attacked the fundamental propositions of Judeo-Christian theology. Each of these was significa nt in creating a new relationship between tools and culture.(Neil Postman, Technopoly: The Surrender of Culture to Technology. Alfred A. Knopf, 1992) One sometimes gets the impression that the mere words Socialism and Communism draw towards them with magnetic force every fruit-juice drinker, nudist, sandal-wearer, sex-maniac, Quaker, Nature Cure quack, pacifist and feminist in England.(George Orwell, The Road to Wigan Pier, 1937)Bare lists of words are found suggestive to an imaginative and excited mind.(Ralph Waldo Emerson, The Poet, 1844)My own inclination is to think of [lists] as a rhetorical figure- like hyperbole, say, or zeugma- as essentially humble figure that can be extended indefinitely and still flavour what it is applied to.(Francis Spufford, The Chatto Book of Cabbages and Kings: Lists in Literature. Chatto Windus, 1989)A List of Tom Sawyers TreasuresThere was no lack of material; boys happened along every little while; they came to jeer, but remained to whitewash. . . . And when the middle of the afternoon came, from being a poor poverty-stricken boy in the morning, Tom was literally rolling in wealth. He had besid es the things before mentioned, twelve marbles, part of a jews-harp, a piece of blue bottle-glass to look through, a spool cannon, a key that wouldnt unlock anything, a fragment of chalk, a glass stopper of a decanter, a tin soldier, a couple of tadpoles, six fire-crackers, a kitten with only one eye, a brass door-knob, a dog-collar- but no dog- the handle of a knife, four pieces of orange-peel, and a dilapidated old window sash.He had had a nice, good, idle time all the while- plenty of company- and the fence had three coats of whitewash on it! If he hadn’t run out of whitewash he would have bankrupted every boy in the village.(Mark Twain, The Adventures of Tom Sawyer, 1876) The Contents of Mildreds CupboardsWhen she opened the cupboards, an ache slid down her forehead into her nasal passage and throbbed on the roof of each nostril. It continued like an arrow into her skull, and skated up and down her neck until it had no place else to go. Mildred gave her head a good shake. Bags of black-eyed peas, pinto beans, butter beans, lima beans, and a big bag of rice stared her in the face. She opened another cabinet and there sat half a jar of peanut butter, a can of sweet peas and carrots, one can of creamed corn, and two cans of pork-n-beans. There was nothing in the refrigerator except a few crinkly apples shed gotten from the apple man two weeks ago, a stick of margarine, four eggs, a quart of milk, a box of lard, a can of Pet milk, and a two-inch piece of salt pork.(Terry McMillan, Mama. Houghton Mifflin, 1987)The List as a Graphic Device- Keep in mind that graphic devices should be used carefully and with moderation, not just for decoration or to dress up a letter or report. Used properly, they can help you toorganize, arrange, and emphasize your ideasmake your work easier to read and recallpreview and summarize your ideas, for example, headingslist related items to help readers distinguish, follow, compare, and recall themas this bulleted list does(Philip C. Kolin, Successful Writing at Work, 8th ed. Houghton Mifflin, 2007)- The most important effect of any list is to create white space on the page, making for a relaxed visual environment in which information can be scanned and understood.(Roy Peter Clark, How to Write Short. Little, Brown and Company, 2013) The Appeal of Online ListsWe share what we’re thinking about- and we think about the things we can remember. This facet of sharing helps explain the appeal of list-type stories . . ., as well as stories that stick in your mind because they are bizarre. Lists also get shared because of another feature that [marketing professor Jonah] Berger often finds successful: the promise of practical value. We see top-ten lists on Buzzfeed and the like all the time, he notes. It allows people to feel like there’s a nice packet of useful information that they can share with others. We want to feel smart and for others to perceive us as smart and helpful, so we craft our online image accordingly.(Maria Konnikova, The Six Things That Make Stories Go Viral Will Amaze, and Maybe Infuriate, You. The New Yorker, January 21, 2014)The Functions of Lists- Lists . . . may compile a history, gather evidence, order and organize phenomena, present an agenda of apparent formlessness, and express a multiplicity of voices and experiences. . . .Each unit in a list possesses an individual significance but also a specific meaning by virtue of its membership with the other units in the compilation (though this is not to say that the units are always equally significant). Writers find a wide range of application for lists because of this capability, and subsequently critics offer a variety of readings.(Robert E. Belknap, The List: The Uses and Pleasures of Cataloguing. Yale University  Press, 2004)- [E]ssayists have been using the list as a way to structure thought for a long time. (Sontag’s Notes on Camp, to point to a famous example, takes the form of a list of fifty-eight numbered fragments.) But the list is a way of writing that anticipates, and addresses itself to, a certain capriciousness in the reader. By not only allowing partial and fleeting engagement but by actively encouraging it, the list becomes the form which accommodates itself most smoothly to the way a lo t of us read now, a lot of the time. It’s the house style of a distracted culture.(Marc OConnell, 10 Paragraphs About Lists You Need in Your Life Right Now. The New Yorker, August 29, 2013) Dorothy Sayers on the Advertisers ListsThe very work that engaged him- or rather, the shadow simulacrum of himself that signed itself on every morning- wafted him into a sphere of dim platonic archetypes, bearing a scarcely recognizable relationship to anything in the living world. Here those strange entities, the Thrifty Housewife, the Man of Discrimination, the Keen Buyer and the Good Judge, for ever young, for ever handsome, for ever virtuous, economical and inquisitive, moved to and fro upon their complicated orbits, comparing prices and values, making tests of purity, asking indiscreet questions about each others ailments, household expenses, bed-springs, shaving cream, diet, laundry work and boots, perpetually spending to save and saving to spend, cutting out coupons and collecting cartons, surprising husbands with margarine and wives with patent washers and vacuum-cleaners, occupied from morning to night in washing, cooking, dusting, filing, saving their children from germs, t heir complexions from wind and weather, their teeth from decay and their stomachs from indigestion, and yet adding so many hours to the day by labour-saving appliances  that they had always leisure for visiting the talkies, sprawling on the beach to picnic upon Potted Meats and Tinned Fruit, and (when adorned by So-and-sos Silks, Blanks Gloves, Dashs Footwear, Whatnots Weatherproof Complexion Cream and Thingummys Beautifying Shampoos), even attending Renalagh, Cowes, the Grand Stand at Ascot, Monte Carlo and the Queens Drawing-Rooms.(Dorothy L. Sayers, Murder Must Advertise, 1933) Tom Wolfes List: Subway Station at 50th Street and Broadway (circa 1965)All round them, tens, scores, it seems like hundreds, of faces and bodies are perspiring, trooping and bellying up the stairs with arteriosclerotic grimaces past a showcase full of such novelty items as Joy Buzzers, Squirting Nickels, Finger Rats, Scary Tarantulas and spoons with realistic dead flies on them, past Freds barbershop, which is just off the landing and has glossy photographs of young men with the kind of baroque haircuts one can get in there, and up onto 50th Street into a madhouse of traffic and shops with weird lingerie and gray hair-dyeing displays in the windows, signs for free teacup readings and a pool-playing match between the Playboy Bunnies and Downeys Showgirls, and then everybody pounds on toward the Time-Life Building, the Brill Building or NBC.(Tom Wolfe, A Sunday Kind of Love. The Kandy-Kolored Tangerine-Flake Streamline Baby. Farrar, Straus Giroux, 1965)Two Lists in Tender Is the Nigh tWith Nicole’s help Rosemary bought two dresses and two hats and four pairs of shoes with her money. Nicole bought from a great list that ran two pages, and bought the things in the windows besides. Everything she liked that she couldn’t possibly use herself, she bought as a present for a friend. She bought colored beads, folding beach cushions, artificial flowers, honey, a guest bed, bags, scarfs, love birds, miniatures for a doll’s house and three yards of some new cloth the color of prawns. She bought a dozen bathing suits, a rubber alligator, a traveling chess set of gold and ivory, big linen handkerchiefs for Abe, two chamois leather jackets of kingfisher blue and burning bush from Hermesbought all these things not a bit like a high-class courtesan buying underwear and jewels, which were after all professional equipment and insurancebut with an entirely different point of view. Nicole was the product of much ingenuity and toil. For her sake trains began the ir run at Chicago and traversed the round belly of the continent to California; chicle factories fumed and link belts grew link by link in factories; men mixed toothpaste in vats and drew mouthwash out of copper hogsheads; girls canned tomatoes quickly in August or worked rudely at the Five-and-Tens on Christmas Eve; half-breed Indians toiled on Brazilian coffee plantations and dreamers were muscled out of patent rights in new tractorsthese were some of the people who gave a tithe to Nicole, and as the whole system swayed and thundered onward it lent a feverish bloom to such processes of hers as wholesale buying, like the flush of a fireman’s face holding his post before a spreading blaze. She illustrated very simple principles, containing in herself her own doom, but illustrated them so accurately that there was grace in the procedure, and presently Rosemary would try to imitate it.(F. Scott Fitzgerald, Tender Is the Night, 1934) Clarks List at the Museum of Civilization: The Snow GlobeConsider the snow globe. Consider the mind that invented those miniature storms, the factory worker who turned sheets of plastic into white flakes of snow, the hand that drew the plan for the miniature Severn City with its church steeple and city hall, the assembly-line worker who watched the globe glide past on a conveyer belt somewhere in China. Consider the white gloves on the hands of the woman who inserted the snow globes into boxes, to be packed into larger boxes, crates, shipping containers. Consider the card games played belowdecks in the evenings on the ship carrying the containers across the ocean, a hand stubbing out a cigarette in an overflowing ashtray, a haze of blue smoke in dim light, the cadences of a half dozen languages united by common profanities, the sailors’ dreams of land and women, these men for whom the ocean was a gray-line horizon to be traversed in ships the size of overturned skyscrapers. Co nsider the signature on the shipping manifest when the ship reached port, a signature unlike any other on earth, the coffee cup in the hand of the driver delivering boxes to the distribution center, the secret hopes of the UPS man carrying boxes of snow globes from there to the Severn City Airport. Clark shook the globe and held it up to the light. When he looked through it, the planes were warped and caught in whirling snow.(Emily St. John Mandel, Station Eleven. Alfred A. Knopf, 2014)

The Power of Thinking or Feelings in Crest and Vaseline Advertisements Essay - 3

The Power of Thinking or Feelings in Crest and Vaseline Advertisements - Essay Example Vaseline persuasively uses pathos because of its emphasis on the word â€Å"feel,† so that the audience can â€Å"feel† its sincerity regarding the benefits of its product, and then it expounds on the scientific backup of these benefits to fully convince the audience that it is the best lotion in the market. The main positioning statement of the ad is â€Å"feels good, does well.† The statement is simple, but its meanings are varied. Vaseline uses the words â€Å"feel† and â€Å"good† to underline emotions. It is stating that its lotion feels good on the skin while providing emotional benefits too. Instead of just stressing its ingredients, it centers on the resulting â€Å"feelings,† which is related to â€Å"goodness.† Another impact of the feelings of goodness is having a good day. When people feel good, they tend to do well in school, work, and home. Feeling good starts the day with happiness and improves quality of life. After the short introduction on what the product makes consumers feel, a longer explanation is below it, where scientific words are added. The long paragraph stresses that the product is the â€Å"next generation† of Vaseline lotion, which suggests that it is current and not an â€Å"old† formula. The words â€Å"pure† and â€Å"natural† make Vaseline a â€Å"natural† product, even when it has chemicals too. The main goal is to relate Vaseline with the goodness of â€Å"Nature,† but one that is scientifically tested and perfected. The words â€Å"new formula† and â€Å"infuse moisture deep down† accentuate that the product is the latest tested formula that goes beyond other usual lotions. The â€Å"rich feel and glowing skin† is a suitable end, since many consumers want their skin feeling smooth and looking young and fresh.o reinforce its sincerity further, another strategy of Vaseline is its â€Å"Money Back Guarantee.† T he ad has a blue stamp, a stamp that symbolizes something assured and permanent.     

Wireless Security Best Practices Guide for Business Essay

Wireless Security Best Practices Guide for Business - Essay Example Every company in today’s world is run on wireless network technology. Local Area Networks, generally called LANs, are privately-owned networks within a single building or campus of up to a few kilometers in size. They are widely used to connect personal computers and workstations in company offices and factories to share resources and exchange information. Deploying wireless LAN or wireless network is something like a pilot without instructions to fly an aircraft. One will probably get off the ground; the next thing is probably a matter of chance, someone is likely to get hurt. As it is defined in RFC 2196, the IETS’s site Security Handbook, a security policy is a formal set of rules through which people who are given access to organization’s technology and information assets must abide to. There are many kinds of security policies such as Password Policies, Remote Access Policies, Mobile Device Policies, Vulnerability Assessment Policies, Acceptable Use policies and Wireless Communication Policies. The assets protected by each one of the policies are different but, they all share common agenda. The security policy has the following important specifications to follow for the best benefit. Devices such as notebooks, handhelds, portables, personal digital assistants, smart phones, etc. which are issued by the Information Technology Department should be permitted to get access to the company internal network through wireless technology. Devices should be checked to have pre-configured with necessary operating system and security software which provides an encrypted tunnel (virtual private network) for network traffic; encrypts device hard drives; screens and removes virus and other malware; supports extended user authentication dialog; supports remote file backups; updates software when the software resident on the device is out of date; prevents

Marketing Essays Starbucks Coffee

Marketing Essays Starbucks Coffee Starbucks Coffee Starbucks Coffee company is headquartered in Seattle, Washington. It began in 1971 with just one retail store at Seattles historic Pike Place Market. Now it has become the leading brand and retailer in the world. Starbucks went public on June 26, 1992. The main aim of Starbucks is to become the leading brand and retailer of finest coffee in each of its target markets nationally and internationally by selling the best quality coffee and related products, and by providing high class customer service. Starbucks purchases and roasts a high quality whole bean coffees to sell them with fresh, rich-brewed espresso beverages, different varieties of pastries and coffee related accessories and equipments (www.starbucks.com). Moreover Starbucks also sells coffee and tea products strategically through other channels such as supermarkets and non traditional retail channels such as United Airlines, Marriott International, Barnes Noble bookstores and Department stores. More than quality coffee, Starbucks features a variety of hand-crafted beverages, pastries and in some markets, a selection of sandwiches and salads. Starbucks merchandise includes exclusive espresso machines and coffee brewers, unique confections and other items related to coffee and tea. Some of the Starbucks products are as follows; Beverages: Brewed coffees, Italian-style espresso, cold blended beverages, roasted whole bean coffees, tea products, fruit juice, sodas, and coffee liqueur. Food: Sandwich, Salads, pastries and ice creams Non food items: Mugs, Travel tumblers, coffeemakers, coffee grinders, storage containers, compact discs, games, seasonal novelty items, Starbucks card, media bar. Starbuckss main mission is to be a global company. In order to achieve this it needs, the development strategy that Starbucks implemented to adapt with variety market and local need are: joint ventures, licenses and company owned operation. The total number of Starbucks stores are 15,011 which are operated and 3,891 are licensed operation in US which are spread out in 50 states. For the international location, Starbucks’ store can be found in 44 countries outside of the United States and 1,049 stores are company owned operated in Australia, Canada, China, Germany, Singapore, Thailand and the U.K. and 6,506 are joint ventures and licensed operation. Internationally Starbucks opened their stores in the following countries; Starbucks open in Tokyo, Japan. Nowadays, there are more than 700 retails shops in Japan. Furthermore, Starbucks also open in Hawaii and Singapore. Starbucks open in Philippines Starbucks open in U.K., Taiwan, Thailand, New Zealand and Malaysia. Starbucks open in Beijing, Kuwait, South Korea and Lebanon. Starbucks open in United Arab Emirates, Shanghai, Australia, Qatar, Saudi Arabia and Bahrain. Starbucks open in Switzerland and Austria. Starbucks open in Oman, Germany, Spain, Mexico, Puerto Rico, Southern China, Macao and Shenzhen, Greece and Indonesia. Starbucks open in Turkey, Peru, Chile and Cyprus. Expansion to France The latest expansion in Jordan 5 Ps for Starbucks Coffee Company Starbucks is not just a good cup of fresh coffee, but a better quality product, excellent customer service and better understanding of coffee culture. Starbucks has so far achieved unpredictable achievements in coffee chain industry. Now we will go through the strategies of 5 Ps, price, product, place, promotion and people. Price: The Starbucks prices continuously matches with its competitors competitively represents Starbucks an attractive combination of features, high quality, excellent service and other attractive attributes. Product: Starbucks is known very well in the market due to its high quality coffee, care in selection and expertise in roast. It purchases coffees that have been grown and processed which meets strict environmental, economical, social and quality standards, which is suitable appropriate for the market and the customers. Starbucks establishes its longer lasting and more profitable competitive advantages by broadly differentiating its coffee and coffee related products depending upon its competence and innovation. Place: The decisions of Starbucks about where to site its stores depends on reaching its potential customers and providing better service to its existing customers. Its stores are typically clustered in high-traffic, high visibility locations. When it opens a new store near an established Starbucks, it is generally intended to relieve long customer lines and improve service. It takes more than just location to be successful. Attracting customers to Starbucks happens by providing high-quality coffee as well as creating inviting, comfortable places located in convenient location. The store expansion strategy for Starbucks is by entering new markets wherever the opportunity exists to become the leading specialty coffee retailer. Its current location totals 8,505 worldwide by the year 2007. Promotion: There is not much conventional advertising because Starbucks found that there is too much competition for consumers attention in TV, radio and print media. Starbucks usually picks one or two charities or events that reach the community it serves. This will inspire people inside and outside the company and reinforce the companys value and image. For instance, after September 11, stores in New York, Washington D.C and Pennsylvania brewed coffee free of cost for relief workers. People: One of the strategy of Starbucks is to believe that the Company is in the people development business as well as in the coffee business. As stated in its mission Provide a great work environment and treat each other with respect and dignity, Starbucks realizes that one of the most important resources contributing to success is their employees or partners as referred by the Company. Starbucks is attempting to imbed its values in the Company culture. They use these values to give employees a sense of meaning to their work even if it is just pouring a cup of coffee. The coffee chain provides medical, dental and vision coverage to all employees, even including part-timers. The part- time partners are also eligible for the companys stock program. The purpose is to instill in its partners a sense of purpose, commitment, loyalty and enthusiasm. Expectedly, what Starbucks benefits are the reduced recruiting and training costs. Get help with your essay from our expert essay writers ‘PESTLE’ Analysis for Starbucks Coffee Company Political: High taxation imposed on farmers in those countries producing the coffee bean will usually mean Starbucks pay a higher price for the coffee they purchase. Any fluctuations in taxation levels in the industry are almost certainly ultimately passed on to the consumer. Trade issues will affect Starbucks predominantly when exporting and importing goods. When another country’s government imposes a tariff it not only results in an efficiency loss for Starbucks but large income transfers can become inconsistent with equity. This extra charge can turn a bargain into a rip-off. Also, since 9/11, trade relations have been adversely affected between the USA and some other countries. Starbucks should thoroughly investigate the political stability of any country they plan to expand to. Changes in government can lead to changes in taxation and legislation. The American elections may have an effect on Starbucks as new legislation or new or existing government may bring in taxes. Also, those countries in political turmoil or civil war (e.g. Zimbabwe at present) should be approached with great caution when considering new ventures. The international economy must be brought into consideration as it can affect Starbucks’ sales and markets. The aftermath of 9/11 was an example of an economic downturn that affected the world market. A reduction in licensing and permit costs in those countries producing the coffee bean for Starbucks would lower production costs for farmers. This saving would in turn be passed on to the purchaser. Economic: A rise in interest rates means investment and expansion plans are put off resulting in falling sales for Starbucks and their suppliers. Also mortgage repayments rise so consumers have less disposable income to spend on luxury products such as coffee. Low interest rates will have the opposite effect of it. If growth is low in the nation of location of Starbucks then sales may also fall. Consumer incomes tend to fall in periods of negative growth leaving less disposable income. Consumer confidence in products can also fall if the economic situation is bad. Competitive pricing from competitors can start a price war for Starbucks that can drive down profits and profit margins as they attempt to increase, or at least maintain, their share of the market. Globalisation of the coffee market has meant farmers of the bean now earn less money than they used to. This can result in a decrease of people willing to do it for a living, which will mean a decrease in coffee produced, resulting in a drop in Starbucks supply levels and probably profits. Starbucks are affected by exchange rates when dealing with international trade. If the value of the currency falls in the country of a coffee supplier this enables Starbucks to get more for their $ or  £ when importing the goods to their country. This saving can be passed along to the customer. Exchange rates are forever changing throughout the world in today’s market. Social: Where income is distributed is another factor that Starbucks should look at as this also demonstrates the ideal place to aim their marketing or to locate their stores. Coffee is more of a luxury product so it is those people/places with the most amount of disposable income to spend that should be targeted the most intensely. Starbucks would not want to locate to an area where the local population have a poor attitude to work. Recruitment would be difficult, training arduous, and staff turnover would be high. Attitudes to work are important in other ways. Transport needs to the premises must be considered for both staff and customers. Easy access is vital to ensure there is no excuse for staff to arrive late or for customers not to visit. Research shows the average age of the population is getting older and birth rates are stagnating. Starbucks is presently aiming it’s product at young people but maybe these views will change in the long-term as the market proportion for young people diminishes. The most profitable way forward may be to widen their target market despite the risk of alienating present customers. Technological: Developments in the technology of coffee making machines and the computers that Starbucks use to run their cash registers will enable their staff to work more quickly and efficiently. This will result in customers being served quicker and create the potential to serve more customers in a day. In the short-term, Starbucks must identify the most efficient software upgrades to use to keep up with the competition. This applies to the improving the accessibility of their website (www.starbucks.com) and also improving the speed and quality of the service provided on the shop floor. As a multi-national business empire, Starbucks has the budget and the resources to have a cutting-edge RD department. The website is very accessible, the facilities are state of the art but more importantly new ideas are consistently being tried in terms of a constantly updating menu. The rate of technological change in the current world market is high, much higher than, say, thirty years ago. Much of this is down to the Internet and the speed with which information can be communicated around the globe. Starbucks will need to invest heavily just to stand still in their ever expanding and developing market, and even more so to try to stay ahead of competitors. Legal: Starbucks need to be aware of the trade laws in the various countries they occupy and do business with. They need to ensure they are not in violation of e.g., religious laws. Also, certain countries impose a tariff that has to be paid when goods are imported/exported so this must be taken into account. Each country has varying employment laws. Some may have a Sabbath day, some may have a limit on the number of hours an employee may work per week, and all will have varying levels of minimum wage. Starbucks should consider these factors when deciding on relocation. Starbucks may have to abide by local planning regulations when building shops or altering purchased sites, as certain areas of land may be protected or unsuitable. All matters would be addressed by the local government. Environmental: Starbucks customers create a lot of waste as they often leave the shop with their cup of coffee and then dispose of it in the street. The packaging for this cup must be carefully considered to make it as biologically degradable as possible. Certain other materials can be very harmful to the natural environment. Planning permission may not be granted if Starbucks wish to build in an area that could be harmful to the environment. The land may be protected. Starbucks need to carefully consider the methods in which they dispose of their waste as there are strict laws in most countries to ensure a firm trading in their country disposes of the waste that is created in their business in a specific and efficient way. Starbucks should be aware of the physical and influential power of groups such as Greenpeace and Friends of the Earth. Find out how our expert essay writers can help you with your work ‘SWOT’ Analysis for Starbucks Coffee Company Strength: Strong brand name and image The reputation of brand name and image of Starbucks allow brand recognition and consumer retention. Therefore, the expanding of stores to other countries is more proficient and easier. Healthy financial performance The financial performance of company has positive aspects. The revenues of Starbucks in 2007 were $9.411 billion, growing at about 30 percent. The exponential growth in revenue and profit creates the strong financial statement and reliability to shareholders. High-skilled management team Starbucks has highly skilled and professional Chief executive officers (CEOs), for example, Howard Schultz, Orin Smith and Howard Behar. These lead to the rapid and stable growth of Starbucks. High technology Starbucks brings the technology to use in the stores in order to attract more customers. For instance, there are high-speed internet, website and prepaid Starbucks card. It might be increase traffic in the stores particularly in new generation group. High quality and innovation of products Starbucks uses high quality of coffee beans and dairy goods. Furthermore, new products are usually introduced by Starbucks including coffee and beverage line. Both of them enable Starbucks to be able to maintain level of sales and keep competitors out. Weakness: High price Starbucks has increased the price due to rising cost of production, including cost of dairy goods and cost of rent. The increase of price might have an effect on the falling of sales and customer retention directly Clusters of store Because Starbucks has a lot of stores and also these are located in closed areas, it leads to the scramble of customers in each store. Clusters of store might cause inefficient performance of the company. Opportunities: Large consumer group China has the biggest world’s population. Coffee drinking is more popular among young generation, especially those who have overseas education, which influences the coffee consumption. Many of these teenagers have lived in western countries for a long time and they have familiar with the coffee culture. When returning to China they have carried on living in this fashion. Chinese teenagers also like to choose western style coffee shops as their favorite place. Lifestyle Modern lifestyle of Chinese teenagers and adults supports the proliferation of western coffee shops. Meeting and discussing business in a warm and nicely designed coffee shop have become more popular in China. Consequently, the teahouse’s domination has been challenged by the foreign coffee house. Threats: Competitors The global coffee market is a very competitive sector. Starbucks is facing the increase of competitions from other foreign players. The latest Starbucks’ competitor is Canadian chain Blenz Coffee, which plans to open a string of cafà © in China where consumers can smoke, while Starbucks is non smoke stores. Intellectual-property violation Starbucks filed a lawsuit for trademark infringement against Shanghai Xingbake which signs, logos and names similar to Starbucks. It would seem that chances of consumer confusion are high. Porters Five Forces Analysis Porter’s five forces analysis is an important tool for analyzing an organizations industry structure in strategic processes. It helps the marketer to contrast a competitive environment. It tends to focus on the single, stand alone, business or SBU (Strategic Business Unit) rather than a single product or range of products. Porter has identified five competitive forces that shape every industry and every market. These are: The threat of entry, The power of buyers, The power of suppliers, The threat of substitutes and Competitive rivalry. The threat of entry: The threat of entry covers: Economies of scale, The high or low cost of entry, Ease of access to distribution channels, Cost advantages not related to the size of the company, Whether competitors will retaliate? Government action and How important differentiation is. There will always be a continuous pressure for Starbucks to react and adjust to these new entrants. The easier it is for new entrants to enter the market the more competition there is within the market. Although this really should not pose too much of a problem for Starbucks as they have a very large share of the market that will be relatively immune to the threat of new entrants. Starbucks is a company that have years of experience in roasting specialised coffee, if a company was to enter the coffee industry it would be extremely difficult for them to offer the same quality of coffee at a competitive price. As a company’s volume increases, so does its experience and knowledge which tends to decrease the cost of their products The power of buyers: Buyer power is likely to be high if a number of conditions are in place. There is a concentration of buyers, particularly if the volumes of purchases of the buyers are high, the supplying industry comprises a large number of small operators, there are alternative sources of supply, the component or material cost is a high percentage of total cost, the cost of switching a supplier is low or involves little risk, there is a threat of backward integration by the buyer. This is high where there a few, large players in a market If there are a large number of undifferentiated, small suppliers The cost of switching between suppliers is low for Starbucks. The power of suppliers: If the market is dominated by few large suppliers rather than numerous fragmented sources, a suppliers bargaining power is likely to be high. Although suppliers do have certain amounts of power, it is limited. With Starbucks being ‘the most famous specialty coffee shop chain in the world’ and still expanding they should still be requiring coffee beans for some time. It is safe to say that the Suppliers need Starbucks, just as much, if not more so than Starbucks need their supplies. Fortunately for Starbucks they buy their coffee beans directly from producing countries: Latin America (50%), Pacific Rim (35%) and East Africa (15%). The threat of substitutes: This occurs where there is product-for-product substitution, where there is a substitution of need e.g. a bald head reduces the need for hair gel, where there is generic substitution and finally the attitude ‘we could always do without. An example for Starbucks would be if an alternative to coffee was offered e.g. a customer switching from coffee to tea. Competitive rivalary: Numerous factors contribute to intense rivalry between existing competitors in an industry. This is most likely to be high where entry is likely; there is the threat of substitute products, and suppliers and buyers in the market attempt to control. This is why it is found in the centre of the diagram. The extent to which competitors are in balance, this is where competitors are of an equal size which creates intense competition as one of the competitors tries to gain dominance over the other, high fixed costs in an industry may result in price wars, differentiation is important as in a commodity market where products or services are undifferentiated there is little to stop customers switching between competitors. Starbucks do not really have any competitive rivals that are of similar size to them so there are not any rivals in the market that would be considered in balance with them. However, they must maintain their excellent standards and always be on the lookout for new innovation s in order to stay as the market leader. Competitor Analysis Competition is steadily growing against Starbucks each year as the industry grows. Competitors look to gain an advantage by price cuts, launching a rival product, aggressive expansion of production to increase market share or inclusion of significant modifications to a product that other competitors must also undertake to keep up. The following are the current figures showing the market share of companies in the coffee industry. 35% Starbucks 20% Local Coffee Outlets 14% Internet Cyber Cafes 13% Caffe Nero 10% Costa Coffee 8% Coffee Republic Culture Model The culture of an organisation is the set of values that helps its stakeholders understand what the organisation stands for, how it does things and what it considers important. Under culture model, we are going to explain the communication and decision making of Starbucks. The Organisation its environment (Source: Davidson, 2002 pg. 73 Figure 3.1 In the diagram (above), owner created the company objective for Starbucks and the boarder of directors is going to lead company to achieve that company objective. Therefore, the boarder of directors has to choose the suitable organisation culture environment for Starbucks in order to achieve the company objective. The Value System The value system is the inter-organisational links that are vital in the creation of the product or service of a company. It follows the production of the service/product from raw material stage right through to the customer purchase. Each instruction for the development of the product is detailed and explained at each stage of the value system. The ‘firm value chain’ is the most important to a manager because that is their company, however, a good manager will understand the whole process and how to manage each individual link and relationship to maximise customer value. Managers should also need to learn the whole value system because most of the cost and value creation occurs in the supply and distribution chains. For Starbucks, the ‘supplier value chain’ deals with where they get the coffee beans from that they use to create their end product – a cup of coffee. Starbucks buy all their beans direct from the farmers in the producing countries cutting out any middle-man therefore keeping prices to a minimum. The countries that supply them can be found in Latin America, East Africa and on the Pacific Rim. Starbucks fully appreciate the need to oversee all aspects of the value system and we can see an example of this in their determination to obtain the highly sought Narino Supremo crop in 1992. This acquisition ensured some of the highest quality coffee supplies in the world would be reaped by Starbucks. The company has close relationships with their coffee exporters. They maintain this by working directly with them and training them. A good relationship here is essential and needs to be maintained. The ‘firm’s value chain’ consists of: The Firm’s infrastructure; which is about the ways in which Starbucks want their organisation to run and how it is best to implement systems of planning, finance, quality control and information management, it is also where they have made the decision to make high quality coffee from the best coffee beans as this is involved with the quality control. Human Resource Management; It is concerned with the activities involved in recruiting, managing, training, developing and rewarding people within the organisation. For Starbucks this is where they have made decisions about the fact that all employees are equal, even those on the shop-floor that are working over 20 hours a week receive bonuses like free coffee and health care coverage, this was to make sure that the members of staff felt as if they were valued by the company and would continue to provide a good service. Another implemented scheme is for all Starbucks store staff to have a comprehensive 24 hour training scheme before they were allowed on to work directly with customers. Technology development; Starbucks has a large number of areas where it uses technology from regulating their stock levels to the cash registers. There is also technology to enable customers can to order their coffee over the internet and then pick it up from the store when they get there. Some stores now also contain computers where customers can access the internet. Procurement; this refers to the processes for acquiring the various resource inputs to the primary activities. For instance, the method of obtaining the grade A coffee beans from suppliers to use in the Starbucks coffee. Inbound logistics; For Starbucks this means receiving the coffee beans and other products that they need to make the products in their stores from their suppliers and storing these until they are used to make the product that they are going to sell. Operations; this is the stage where Starbucks make the coffee in the store and package the other subsidiary products. Outbound logistics; this is collection, storage and distribution of coffee. A customer actually purchasing a cup of Starbucks coffee from the store. Marketing and Sales; This is how consumers become aware of Starbucks coffee and purchase it. Starbucks is a worldwide company and their brand is recognised all over the world, which means that marketing is not as necessary as it once was. Most people now recognise the name and associate the brand-image with high quality products. Service; this includes all the activities that enhance or maintain the value of the product, e.g. installation, repair and training. This area is concerned with the members of staff that deal with the customers, it focuses on the need to ensure the ‘customer experience’ of visiting a Starbucks store is all the more enjoyable due to the friendliness and efficiency of staff and consistently high quality product on offer.

Best Buy Essay

Best Buy is one of the world’s largest multinational consumer electronics retailers with stores in Canada, China, United States and Mexico. Richard M. Schulze and Gary Smoliak founded Best Buy in 1966, but it was established as a company in 1983. The company’s stores offer video products, audio products, musical instruments, mobile electronics, home & office products, and networking equipment as well; it also provides service contracts, warranties and repair services; therefore, it operates as a retail store, online retail and call center. Best buy has been facing the increase in competition from online retailers and discount stores however the company has been reorganizing its e-commerce offerings and making other site upgrades. An effective communication is important for managers in the organization so that they can perform their jobs and responsibilities. A manager would need the basic functions of management that are planning, organizing, leading and controlling. Customers turn to Best Buy for purchases and answers to their technology questions; this company gives their clients the opportunity to communicate, learn with all different benefits that Best Buy has to offer. Today, we have become more dependent on technology. We live in a society that is called â€Å"technologically civilized†, meaning that every small work we do, is technology dependent. Every person is carrying a device or gadget that is technically advanced. Ultimately we can say that in this technical world of today, we are much dependent on technology. Gadgets make it easier for communication to take place when someone needs to reach out to other people in different countries. We also use technology to work, purchase things online and basically do almost everything. As a company, Best Buy strives to reach out to their local community to provide new and creative programs to serve the community. Best Buy will train their employees to educate shoppers on hand held devices and walk them through purchase and activation. In the customer support section, shoppers can ask Best Buy employees what they can do when something goes wrong with a hand held device, as when the screen breaks. Marketing strategic plans Best Buy is one of the largest specialty retailers in the United States. It is the 10th largest online retailer in the U.S and Canada and it is also number one in customer service. All employees are committed to helping deliver the technology solutions that provide knowledge, values, and ideas whether online, via mobile device or in stores. It also provides variety of services which makes them one of the leading retail and consumer merchandise companies. With each visit, Best Buy offers the customers an inviting and inspiring experience. Best Buy sets high-quality standards of communication and uses different marketing strategies to reach the public. It appeals to a diverse public and makes sure whoever enters their stores, feels comfortable enough to approach one of our employees when they need help. Best Buy’s communication aims to build a reputation with best quality brand and service. Best Buy sells a wide variety of products that appeal to all ages and gender types. They are an electronic store that sells DVDs, CDs, video games, iPod and mp3 music, phones and TVs. There is a music section that appeals to musicians, where you can get music albums and musical instruments. You can find phone sections for those who need or would like to have the latest phones. You can also pick up a computer or laptop for personal use or work. Television lovers have a big section as well. Best Buy has a lot more to offer for the younger audience, there are toys and video games. For the older audience there are appliances, suc h as TVs, home theater systems, car accessories, office supplies and more. Overall Best Buy target audience is not specific due to their variety of products. Best Buy’s  target market is the general consumer; the one that continuously visits their stores and that are satisfied with their product quality. In order to get a hold of their customers, Best Buy mostly advertises the latest phones, such as the Apple iPhone, and Samsung’s Galaxy. Phones are an everyday necessity and Best Buy has made it their main product to advertise. There are seasonal promotions where Best Buy has summer sales for back to school and Christmas sales for the winter. Best Buy takes a hold of their customers by doing this. Customer loyalty is not a problem due to their variety of product. Customer loyalty programs/Customer Service Best Buy has different strategies to keep customers coming back and buying their products. When school is back in session, usually around August 1st they commence their back to school deals on electronics such as laptops, tablets, cameras, phones, TVs and any other sort of devices students need or like to buy, which is their way of getting people’s attention by lowering the prices of their favorite electronics. Best Buy’s slogan on the back to school deal is â€Å"Deal today. Gone tomorrow. Limited quantities.† They have free in-store pick up, which will allow the customers to pick it up at the store, avoiding shipping and delivery charges. Aside from having back to school deals, Best Buy works on developing customer loyalty by having the lower price guarantee, which is finding a lower price and matching it. The way it works is if the customer finds an item at local competitor retail store or Mayor Company online with a lower price than Best Buy, they will do their best to match that price, both in stores and online. It is their way of keeping the customers committed to their stores and to keep them from buying an item at another store. â€Å"Deal of the day† is also a method used to keep customers engaged and to improve customer-driven service quality. Best Buy puts popular items up for sale. They have weekly offers, texts alerts and emails to alert you when there’s a sale going on and customers will have the chance to buy quality items at a more reasonable price. When you order online, they have free standard shipping on sale items and no minimum purchase required. These deals improve customer loyalty an d customer satisfaction. Product Quality and prices When you want to buy an electronic, the first place you think of is Best Buy. You look for Best Buy because is a familiar place and you trust that you can get a quality product along with great prices. They have owned up to their image by building up to customer loyalty along with customer satisfaction and customer engagement. With the merging of different operating systems all in one place, Best Buy promises the latest devices and services, knowledgeable employees, impartial advice, competitive prices, ability to shop online as well as in stores and support for the life of the products. In order to keep those promises, Best Buy offers a variety of exclusive services to make the most of the mobile technology. They have upgrade checker, where buyers are able to know whether or not they are eligible for a new phone. They also have a program called â€Å"trade-in† where customers trade in their mobile phone and in return they get a $200 Best Buy gift card. The â€Å"Geek Squad protection† is a service that Best Buy provides from within the store. They have a section with letters written on top spelling out â€Å"Geek Squad† in orange, black and white. Their slogan is, â€Å"Go ahead. Use us.† It covers accidental damage from handling battery replacement to repairing electronics. They also have an app that customers can access the Geek Squad and get protection benefits. Best Buy also offers phone activation and transfer all of your contacts to your new phone. They call it the â€Å"walk out working† program. They can set up your phone as soon as you buy it and will throw in a Bluetooth set up. And to ensure that you get the best service, they offer a Best Buy rewards card. You pay no interest and you are able to earn rewards as long as you use it. As for product prices, best buy has the most popular operating system, all in one store. They sell the Windows Phone, Blackberry products, iPhone products, Android products, Bose electronics, Beats products, and many more. Prices range from $49.00 to $ 399.99 for phones. And that’s including new phones. They put newer phones at a lower price when the customer signs a service contract. The lower prices help lure the customers in the store, resulting in greater revenue. SWOT Best Buy specializes in consumer electronics, home office products, entertainment software and household appliances, therefore is one of the largest specialty retailers, providing a diverse customer service. Best Buy gives a major importance to the Strength, Weaknesses, Opportunities and Threats (SWOT) that the company may face. Some of the strengths are that it operates more than 1,150 stores in the United States and abroad. Its revenues are $16.26 billion and profit of $651 million. It also leads U.S retailer offering a wide market mix of services in computers, televisions, tablets and cameras. The weaknesses of the company are primary reducing prices to match competitors, it established image as a lower quality retailer and some impacts from the past of class action lawsuit. The opportunities for Best Buy are primarily to grow in sales of mobile phones and tablets, extended store hours, hiring highly trained sales consultants so that they can assist with technical issues, improving inventory management through long term relation with supplier, as well as outsourcing items to China which will lower production costs. The threats that Best Buy encounter are the online and retail competitors. Its current competitors are Staples, Office Depot, Wal-Mart, Costco, Sam’s club and Amazon. Another threat would be the pressure to reduce prices because of the competitors and rising labor wages. Competitors around 5th Ave Store Its competitors around 5th Ave store (between 43rd St and 44th St) are H and B Digital (located on 46th St between 5th Ave and 6th Ave), RadioShack (located on 42nd St between Madison Ave and Park Ave), and Barnetts Computer Warehouse (located on 5th Ave between 38th St and 39th St). Other than these, there are many electronics retailers on 5th Ave within 10 blocks from 36th St to 46th St all of which have its own competitive advantages to survive in this area. For example, RadioShack retails a wide range of products, from cables to cameras. They offer technology products, accessories, mobile devices, and power supplies. Therefore, competition in this area is also intensive, as many competitors that have their own competitive advantages and strengths surround the store. Competitors in general Major competitors for Best Buy CO., Inc. are Wal-Mart Stores Inc., Dell Inc., RadioShack Corp., Target Corp., etc. The leader of this market is Wal-Mart Stores, which has 252.14 billion market capitalizations. Wal-Mart’s strengths are that large scale of operation and word-wide, which is 3,615 stores in all over the world, and low cost performance. RadioShack Corp. also has 4,453 stores in the United States and Puerto Rico, according to its official web site. Therefore, the electronic retailing market has very intensive competition. How Best Buy survives in this competition is that they have their original loyalty program, which is called â€Å"Reward Zone†. With this program, customers get 1 point for every $1 spending on purchase at Best Buy stores and 250 points is going to be $5 reward certificate. They also e-mail customers when the reward certificates are available. The customers print their reward certificates online or access it with Reward Zone mobile app. Overall Appearance Upon walking into a Best Buy, one can notice the effort they go into keeping their store looking presentable at all times. Not much seems out of place when considering the overall appearance and sanitation of the store, with the few exceptions of items out of place because of customers themselves placing merchandise on the wrong shelf when the item is not needed. This is definitely a place where one can feel comfortable shopping because of its clean and organized environment. When it comes to talking about controversies, Best Buy is no stranger to the issue. Connecticut State Attorney General Richard Blumenthal is investigating Best Buy after it was discovered that some locations throughout the country were using a secret website identical to the public website that everyone can access through www.bestbuy.com, to deny customers of the advertised prices when shopping at the locations. Essentially customers would search for deals on their website and decide what they wanted to buy howe ver; when they arrived at the store to buy the item they were denied the price when a store associate would show them a different price on their secret website. The website looked the same as the public one, but only store associates had access to it, with which they could manipulate customers into paying the higher price. It was also found that locations in New Jersey and Ohio were selling used merchandise as new when they would repackage it, as well as not fulfilling customer  rebates. Controversies such as this show an unprecedented market unfairness not often seen with a major U.S. retailer such as Best Buy. One would think a company as big and with so few competitors such as Best Buy would stray away from bad business practices, but the reality is different. Reflections It is interesting how much we, as a collective team, have learned about Best Buy over the course of our many visits, interviews and research. We have come to the conclusion that Best Buy truly is a force to be reckoned with when talking about electronics. From the customer service, their loyalty programs, variety of products, and down to their reasonable prices. As a group we understand the value of these great qualities, and despite the controversies, we stand as loyal customers to this great brand. Best Buy is a great place to shop for electronics. They have several quality brands customers can chose from. Their products are not an issue in this organization, something they should focus is on is their service. New customers walk in and do not immediately know where everything is. In order fix this issue Best Buy should have a staff member that greets the customers and ask if they need any assistance such as help with looking for a certain brand and product, information on current sales and who to speak with in case of any questions on a product. Cleanliness is not a major issue with the stores, but customers sometimes look through the store items and don’t replace them where they belong so staff should improve on their cleanliness and organization of the items. Recently one of our teammates bought a computer to Best Buy, and being an existing customer she expected to receive good service; however she notices that most of the employees did not help each other and there was a long line at the cashier. No one wanted to help until one employee came up to her and asked her if she needed help. He had confessed to her that no one wanted to do anything because the employees found out that they were not receiving commission anymore. There was a lack of communication with employees and with customers. There were a few employees giving the service, the rest were walking around watching the game. Overall, as far as we have come to know Best Buy, we learned that it is a store with a variety of high quality products. Of course it has its flaws, but which business doesn’t? Best Buy does its best to keep their  reputation as the number one retail store, and provides the consumers with their needs and wants. Best Buy is recognized as the number one store for electronics. When you think of buying an electronic, the first store you think of is Best Buy.

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