The Bill of Rights and the 14th Amendment Essay

The Bill of Rights and the 14th Amendment - Essay Example Further, the 14th amendment will also be considered and discussed as a means of providing a greater degree of equality, citizenship, and fairness under the Constitution and the law. The most cited of these ten amendments is naturally the first. As a fundamental right of the citizen, the first amendment gives the right to freedom of speech, press, religion, and petition. From a societal perspective, this is the amendment that, perhaps more than any other, allows for the continual growth and development of the American society based upon the premise of the enumerated freedoms. As freedom of religion, press, speech, and petition are guaranteed as a fundamental right which cannot and should not be infringed, the ability of the citizen to express a degree of self determination that would otherwise not be possible under a different code of ethics or laws is actionable (Kayman 324). Naturally, as with all the Bill of Rights and further amendments to the Constitution, each of these is given by means of entrusting the citizen not to break any law in the practice or implementation of these rights and privileges. The second of the ten amendments relates to the right to keep and bear arms. This hotly debated issue comes to the forefro nt of the political and societal discourse as acts of horrific gun violence bring out the anti-gun and pro-gun forces to a nearly seasonal battle royal in which both camps argue over the true meaning of the second amendment and how it relates to our current cultural reality (Case Law 1). With the exception of some key restraints being placed on the ownership and use of automatic weapons and a few regulations concerning what defines a handgun and what defines a rifle, the interpretation of this amendment has been historically quite liberal. In this way, American society has seen that, as with the other amendments in the Bill of Rights, the judiciary is keen on upholding the original intent, as best they see it, of the framers. Although it receives little attention, the third amendment which is included in the Bill of Rights is nonetheless important. Whereas the colonies experienced great hardship during the Revolutionary War period as well as before with relation to being required to quarter and provide sustenance to British Redcoats, the framers sought to enumerate upon the rights of the populace with regards to being required to provide material support for the military. Accordingly, this amendment secures the rights of the citizen against imposition by the military or the government in both time of peace and time of war with relation to providing quarter for soldiers and/or other military personnel. Socially, this amendment has experienced little growth and/or development due to the fact that the need of the government to require such an imposition of its citizens has been limited. The fourth amendment is infinitely more complex than the others which have heretofore been discussed. This fourth amendment states that the rights of the citizen to be free in their house, person, papers, and effects.

Structure, Physical Properties and Uses of Metals

Structure, Physical Properties and Uses of Metals Jason Thien FS Introduction Metals account for about two thirds of all the elements and about 24% of the mass of the planet. Metals have useful properties including strength, ductility, high melting points, thermal and electrical conductivity, and toughness. From the periodic table, it can be seen that a large number of the elements are classified as being a metal. Iron (Fe) The symbol for iron, Fe, comes from the Latin word Ferrum, and is one of the most useful elements in the world. Iron has: An atomic mass of 55.845 amu Melting point of 1535.0 degree Celsius Boiling point of 2750.0 degree celsius Electric configuration of [Ar] 3d6 4s2 Density of 7.86g/cm3 at 20 degree Celsius 26 number of electrons and protons and 30 neutrons Atomic structure of Iron Iron has a cubic crystal structure which is cubic body centered normally and it becomes cubic faced centered when heated up to between 1185K – 1667K. Uses of Iron Iron is the most used metal in the world due to being the fourth most abundant element in the Earth’s crust in addition to having high strength. It is also due to this which makes Iron having a lower cost than most metals in proportion to usefulness. Iron is ductile, relatively soft and a moderately good conductor of heat and electricity. It is used to make many things from screwdrivers to machine parts and automobiles to hulls of large ships. Iron can also be made into many useful compounds such as Iron Chloride, Iron Sulfate, Iron Hydroxide and steel. Iron can also be easily magnetized and lose it’s magnetism easily, making it suitable for making the core of an electromagnet. Copper (Cu) Copper comes from the Latin word cyprium. Copper has: An atomic mass of 63.546 amu Melting point of 1083.0 degree Celsius Boiling point of 2567.0 degree Celsius Electric configuration [Ar] 3d10 4s1 Density of 8.96g/cm3 at 20 degree Celsius 29 number of electrons and neutrons and 35 neutrons Copper has a cubic-faced centered structure in it’s crystal form. Uses of copper Copper is malleable, ductile and an excellent conductor of heat and electricity with only Silver having a higher electrical conductivity than copper. As a result of it’s excellent electrical conductivity properties, it is commonly used in electrical equipments such as wirings and motors. Copper is also used in roofing, guttering and rainspouts on buildings due to it’s slow corrosion rate. Many commercially important alloys such as brass and bronze contains copper. Furthermore, it can be used for many useful compounds such as copper sulfate and copper oxide. Copper is also an essential element in our body to help enzymes produce energy in cells. Aluminium (Al) Aluminium comes from the latin word alumen. Aluminium has: An atomic mass of 26.981 amu Melting point of 660.37 degree Celsius Boiling point of 2467.0 degree Celsius Electric configuration [Ne] 3s2 3p1 Density of 2.702g/cm3 at 20 degree Celsius 13 number of electrons and neutrons and 14 neutrons Aluminium has a face-centered cubic structure in it’s crystal form. Uses of aluminium Aluminium is a silvery-white metal. It is non-magnetic and an excellent conductor. As a result of it’s low density, low cost, thermal conductivity and corrosion resistance, aluminium is widely used around the world. It can also be easily cast, machined and formed. It is the second most malleable and sixth most ductile metal. Due to these properties, it is extensively used to make airplanes, outside building decoration and in any area where a strong and light material is needed. It also has no aroma compared to many metals therefore it is used for food packaging and cooking utensils. Although not as good as copper, Aluminium is still a good conductor of electricity. Because of this and also that it is heaper and lighter it is commonly used to make overhead power cables. Gold (Au) The symbol for gold, Au, comes from the Latin word aurum. Gold has: An atomic mass of 196.96 amu Melting point of 1064.43 degree Celsius Boiling point of 2807.0 degree Celsius Electric configuration [Xe] 4f14 5d10 6s1 Density of 19.32g/cm3 at 20 degree Celsius 79 number of electrons and neutrons and 118 neutrons Gold has a lattice faced centered structure in it’s crystal form. Uses of gold It is a soft, yellow metal with a beautiful lustrous sheen. It is the most malleable and ductile of all the elements and a single gram can be beaten into a one square meter sheet of gold leaf. Gold is widely used in jewelry and coinage. It is also used in dental work as crowns, as gold platings for decoration and as gold thread in embroidery work. Nearly 80% of all recycled or mined gold is intended for ornamental use. Many satellites carry gold-covered mylar sheets as a solar heat shield because gold is an excellent reflector of radiation and is unreactive. Gold is also widely used in microelectric circuits to ensure reliable, corrosion-resistant and static-free performance. Mercury (Hg) The symbol for mercury, Hg, comes from the Latin word Hydrargyrum. Mercury exists in the liquid state at room temperature. Mercury has: An atomic mass of 200.59 amu Melting point of -38.87 degree Celsius Boiling point of 356.58 degree Celsius Electric configuration [Xe] 4f14 5d10 6s2 Density of 13.456g/cm3 at 20 degree Celsius 80 number of electrons and neutrons and 121 neutrons Mercury has a rhombohedral structure in it’s crystal form. Uses of Mercury Mercury is a dense, silvery-white, poisonous metal with a mirror like appearance. It is the only common metal to be in liquid state and evaporates slowly at room temperature. Mercury can readily form alloys (called amalgams) with other metals such as silver and gold. Since it does not react in iron, mercury is often stored in iron containers. Due to it’s high density, mercury is used in barometers and manometers. It is extensively used in thermometers thanks to it’s high rate of thermal expansion that is fairly constant over a wide temperature range. It’s ease with almagating with metals is made use of in extracting them from their ores. Mercury is widely used in advertising signs, mercury switches and other electrical apparatus. Various compounds of mercury are used in medicine, dentistry, cosmetics and also in agriculture to make fungicide. Platinum (Pt) The name Platinum comes from the Latin word Platina. Platinum has: An atomic mass of 195.078 amu Melting point of 1772.0 degree Celsius Boiling point of 3827 degree Celsius Electric configuration [Xe] 4f14 5d9 6s1 Density of 21.45g/cm3 at 20 degree Celsius 78 number of electrons and neutrons and 117 neutrons Platinum has a face centered cubic structure in it’s crystal form. Uses of Platinum Platinum is a precious metal; soft, silvery-white, and dense with a beautiful lustrous sheen. It is malleable and ductile and has a high melting point. Platinum does not oxidize in air even in high temperatures and is unaffected by common acids. Platinum is widely used as a catalyst for chemical reactions with the most important use in vehicles as a catalytic converter. Platinum is also used in jewelry, decoration and dental work. The metal and it’s alloys are also used for electrical contacts, fine resistance wires and medical/laboratory instruments. It can also be used to make electrodes sealed in glass. Bibliography http://www.usesof.net/ http://www.chemicalelements.com/index.html http://www.lookchem.com/ http://www.rsc.org/ http://www.lenntech.com/index.htm 1 | Page

Bill Gates :: essays research papers

Bill Gates   Ã‚  Ã‚  Ã‚  Ã‚  What does it take to be the richest man? It is obvious that you don’t need to be extremely attractive or even good looking at all. You only have to have a great idea, you have to be an obsessive workaholic, and you have to be willing to beat and crush all of your competitors. Also being a genius, and being in the right place at the right time may help too. Someone that has seemed to accomplish all of these is now the Chief Executive Officer of the Microsoft Corporation and goes by the name of Bill Gates. He currently worth more than 100 billion dollars and is the most wealthy man in the world. There are many people who admire and respect him, and then there are many that hate and despise him. Either way he has managed to develop and successfully operate one of the worlds largest software manufacturers, Microsoft. Microsoft is so successful, and has such control over the computer industry that the U.S. government is filing a lawsuit accusing claiming a monopo ly. How did Bill get himself into this and where he is now? Is it possible he has made too much money and has too much power? You can decide after reading this.   Ã‚  Ã‚  Ã‚  Ã‚  William Henry Gates III was born on October 28, 1955 in the Seattle suburbs of Washington. He grew up with his two sisters in a family of descent wealth, his father William Gates Jr. a Seattle attorney, and his mother Mary Gates, a school teacher, University of Washington regent and chairwomen of The United Way International. Gates attended public elementary school in Seattle before moving on to the private Lakeside school in North Seattle. There he began cutting classes to hang out at all hours at his schools computer center. He liked computers and learned so much that he began programming them at age 13. Throughout his early teens he and his friend Paul Allen were writing computer programs working on ways to start a business. At 16 they sold a computer-runned system to monitor highway traffic, and made around 20,000 dollars off it, but business ended when the customers found out the young entrepreneurs were still attending high school. After successfully graduat ing high school, Gates wasn’t quiet sure what to do next. He decided to attend Harvard with no specific career goal in mind. While going to Harvard he was your average smart college student with a special interest in the Popular Electronic magazine.

Ethical Consumer and Fair Trade

QUESTION 3:Choose one of the theoretical approhes considered during the module, apply it to a particular issue or text and discuss how useful that approach is in analyzing, evaluating or questioning your chosen topic. Ethical Consumer and Fair Trade Introduction: Social responsibility and marketing ethics are natively controversial , continues research in this area represents conflicts and challenges addressed to marketers in respect to socially responsible approach to marketing activities(Laczniak and Murphy, 1993; Smith and Quelch, 1996).The aim of the essay is to explain arising phenomenon of Ethical consumption by the use of related theoretical frameworks, as well as explaining Fair Trade and paradoxes of ethical consumption in respect to the use of child labour by western MNC’s. The essay will be structured as follows :the rise of ethical consumption , theoretical approaches and critics ,business aspect of ethical consumption, explaining Fair Trade , paradox of child labo ur.Escalation of ethical concerns about the influence of modern consumption culture on society and the environment, the rising importance of these environmental and social issues within mainstream media, the emergence of organised consumer activist groups and the growing availability of ethical products, have all led to a rising awareness by consumers of the impact of their purchasing and consumption behaviour.In addition (Rob Harrison, 2005) provide external factors which have atributed to the rise of ethical consumtion: the globalisation of market combined with the weakening role of the state, the rise of MNC’s and brands, rise of campainging groups, enviroment as well as social effects of technological advance, shift in market power to consumers , and the growth of a wider corporate responsibility. Rise of Ethical consumption A new category of consumer – the ‘ethical consumer’ – has arisen.Ethical consumerism can be view as a process which contri butes to an ecologically sustainable future through development of sustainable lifestyles. Characteristics of ethical consumer   includes both ‘fairness’ in the sense of support for producers as well as environmental sustainability. Thus rise of the ‘ethical consumer’ and ‘ethical shopping’ via recycling and   boycotts over the past decade displays concern for sustainable consumption and social responsibility. Consumers, as a concerned party, can orient their choice and exercise purchaser power to buy the products which were made with the least harm to the environment.Furthermore this process the consumer becomes connected to, and an active participant in, global social and environmental issues. Ethics will contain different expressions, concerns and issues for each individual. Examples of ethical concerns for the ethically conscious include environmental/green issues, sustainability concerns, labours’ rights, country of origin, arms trade, fair trade and animal welfare. ‘Green’ consumerism, it should be noted, is subsumed within the broader category of ethical consumerism.The wider range of issues (including environmentalism) integrated within ethical consumerism produces complex decision-making processes for ethically minded consumers (Freestone and McGoldrick, 2008). Theoretical Approach: Baumhart (1961) and Tzalikis and Frizsche (1989) propose that the morale issues in marketing are crucial ,as marketing is expected to detect , anticipate and satisfy customer desires profitably , thus forming and sustaining the interface between consumer needs and companies market aspirations.There are problems in achieving a general agreement on the ethics in marketing stem resulted from the lack of uniform philosophical arguments of what is â€Å"good† and whereas â€Å"good† and â€Å"ethical† have matching meaning. Kant’s (1788) had an utilitarian and deontological views on ethic s based on reason,intention and duty. He states that duties cannot be connected with self-interest expressed in expected payoffs or rewards. Hence businesses should not exist to satisfy the needs of the society and companies have a responsibility, a moral obligation to deliver benefits to the society..Using Kant’s ethical theory as a reference point it can be argued that it pay off for companies to appear ethical : their expectations of enlarged sales , market share and profitability to appear as motivated by objective other than self-interest(Yeo,1988) In contrast John Mills (1998) ,has utilitarian view based on the outcome indicating that business ethics should maximize the total amount of pleasure worldwide and minimise the total amount of pain consequently enhancing the scope of beneficiaries.Mills associate ethics with the common â€Å"good† rather than self-interest. Nantel and Weeks(1996) argues that the use   of ethics in marketing is a paradox in itself as t he meaning of marketing, which is predominantly utilitarian , provides marketing managers with the justification for ethical behaviour when they ensure that the consequences of their behaviour are moral. In addition, in international marketing the problem becomes even more complex and important as the common â€Å"good† should transcend country borders.Crane and Matten (2004) stresses the fact that their is no moral absolutes and hence the implication of what is moral is based on the social context of the society in which they are practised. Hence in marketing terms   ethical relativism can justify diverse ethical standards applied to various countries and evolve over time. Besides , this forms a need for marketing adaptation within a particular market over time as the social culture, knowledge and technology change across markets at a given time. Business aspect of Ethical Consumption: n order to support ethical behaviour companies and industry organisations have adopt cod es of ethics or relied on self-regulation , consumer watchdogs, or external audit. Yet , these efforts alone are not enough to abolish unethical conduct. Businesses have been relatively passive in investigate their in marketing ethics and are still operating according to traditional business models and process that do not reflect consumer interests and ethical implications of their activity often continue afterthought and are yet to be thoroughly incorporated into management decision-making.The contingency framework can accelerate this pre-emptive approach to ethical decision-making. To embed ethics into firms planning and strategy formulation process , marketers should learn from consumers ethical evaluation of their marketing techniques (Smith and Cooper-Martin 1997). An â€Å"ethical execution of the marketing program. In addition to financial , market, and competitive objectives, marketers should include consumer concerns and ethical integrity as important criteria for manageme nt decision making .Furthermore, ethics must be matched throughout the marketing planning process from product development, market selection , advertising and promotion execution. Fair Trade: The fair trade concept, based on the idea of both economic activity and social development, is replete with ethical and sustainable echoes. Ransom (2002 p 20) asks, ‘can the process of production be democratized, ownership shared, organized labor encouraged, child labor made unnecessary, environmental sustainability and human rights promoted? This is likely to happen through the established process of consumerism, the normal working process of the market changed only slightly to make sure that a greater share of the profit is repaid to the original producers. Fair Trade is a new approach to the buyer-supplier transactions which aims at quality of exchange within a partnership approach. It is recognizes the power discrepancy between the developing and developed worlds(Strong, 1996). The bu siness focus is on the producer , rather than the consumer , has been central to Fair Trade.Although there is controversy about Fair Trade with the large corporations like Cadbury, Tesco’s , Tate and many more entering the market for FairTrade. The market for fairly traded products. The market for fairly traded products reached sales of ? 576m a year ,one out of five worldwide Fair Trade product are sold in the UK. Dr Iain Davies states that initial principles of the movement are being diluted by MNC’s entering market as well as the fact that consumer might not paying attention to the fact that how much in percentages this product is Fair traded exactly.Fair trade become a trendy brand itself . Research is not about blaming corporations, but is about making sure that people know that buying Fair trade-marked products from corporations is not the same as buying from companies that are 100 percent dedicated such as Traidcraft, Divine or Cafedirect. However, Dr. Iain Davi ess also confirms that consumers can rest assured that, everywhere the Fairtrade mark appears on a product, the producers co-op have received the Fair trade price and premium which they use for social schemes like   healthcare and education, or business developments.The rise of fair trade goods in retail and on the Internet can be said to have created decisively, in the sense that it was promoted through co-operation and campaigning events of social groups such as charities, small businesses, and community groups. The market in contrast has grown throughout consumer decisions based on individual ethics. Child Labour: Today, there are around 215 million children full-time employed throughout the world. In order to explain the issue of child labour, theoretical framework described earlier in the essay will be applied.Deontologist might reject to buy product made by child labour on principle, reasoning that this is violet a fundamental moral rule against the exploitation of children. However the paradox arise when one is faced with the argument that the fate of children is worsened by this action as the vital source of family income may be reduced. In respect to utilitarian approach, consumer might buy products made by the use of child labour, since not to do so would cause more damage than good. it might be incorrect to force corporations to dismiss their child workers.The main cause for children doing work is poverty. Earning money is an inevitable necessity for them. If they must give up their work in Western companies, they are forced to interchange them for something else, and this might not be to their benefit. For example when the U. S. government banned the import of clothing made by children labour under 14 in Bangladesh, around 50. 000 of them went from their works in the comparatively clean textile factories to collecting garbage, braking bricks and getting into prostitution.Moreover, economics models in certain conditions (where demand is assumed to be an elastic variable) product boycotts even can cause child labour to rise rather than decline. Conclusion It is difficult to draw specific conclusions about the merit of ethical behavior, nor the imperfections of unethical behavior given the contradictory research evidence. Consumers do seem to need more information to allow them to make better ethical judgments, and there is a role for firms to communicate this more efficiently through the media. Similarly, consumers need to more easily be able to compare and contrast the ethical ehavior of different businesses and their products if ethical values are to enter into their purchase decisions. Bibliography : Harrison, Rob, Terry Newholm, and Deirdre Shaw. The Ethical Consumer. London: SAGE, 2005. Print. Nicholls, Alex, and Charlotte Opal. â€Å"Fair Trade: Market-Driven Ethical Consumption [Paperback]. † Fair Trade: Market-Driven Ethical Consumption: Alex Nicholls, Charlotte Opal: 9781412901055: Amazon. com: Books. N. p. , n. d. Web. 14 Mar. 2013. Carrigan, Marylyn. â€Å"International Marketing Review. † Emerald. N. p. , n. d. Web. 14 Mar. 013. Bondy, Tierney. â€Å"Journal of Business Ethics. † Springer. com. N. p. , n. d. Web. 14 Mar. 2013. Matthew Adams and Jayne Raisborough â€Å"Journal of Business Ethics† (2010) 97:139–158 Isabelle Szmigin, Marylyn Carrigan and Morven G. McEachern International â€Å"Journal of Consumer Studies† ISSN 1470-6423 Anne-Marie Coles, Lisa Harris â€Å"Journal of Research for Consumers† Issue: 10, 2006 Carrigan, Marylyn and Attalla ,Ahmad â€Å"Journal Of Consumer Marketing†, VOL. 18 NO. 7 2001, pp. 560-577 Tierney Bondy Vishal Talwar â€Å"Journal of Business Ethics† (2011) 101:365–383 Read also: Disadvantages of Ethics in the Workplace

Marketing Philosophy Essay

Efforts of reviewing and modelling marketing elements, concepts and philosophical attitudes were numerous and effective. But with new challenges causing hurdles in making marketing function more effective on macro- and micro- level of the economy, a revision of marketing philosophy is always at place. Elements of marketing philosophy Dibb and Simkin (2004)| Lancaster and Reynolds (2005)| Blythe (2005)| Drummond and Ensor (2005)| Morgan (1996)| 1. Production orientation 2. Financial orientation 3. Sales orientation 4. Marketing orientation 5. Customer orientation 6. Competitor orientation 7. Interfunctional Coordination| 1. Production orientation 2. Sales orientation 3. Marketing Orientation| 1. Production orientation 2. Product orientation 3. Sales orientation 4. Customer orientation 5. Societal marketing 6. Relationship Marketing| 1. Production orientation 2. Product orientation 3. Sales orientation 4. Financial orientation 5. Marketing Orientation| 1. Cost philosophy 2. Product philosophy 3. Production philosophy 4. Sales philosophy 5. Erratic philosophy 6. Marketing philosophy 7. Social marketing philosophy| As indicated in Table 1, authors tend to use various terms for the elements of marketing philosophy: a) ‘orientation’ (Dibb and Simkin, 2004; Lancaster and Reynolds, 2005; Blythe, 2005; Drummond and Ensor, 2005); b) ‘philosophy’ (Morgan, 1996); c) ‘concept’ (Kotler and Armstrong, 2008). Even the Lithuanian authors, who wrote the first university book on marketing, professors Pranulis, Pajuodis, Virvilaite and Urbonavicius (1999, 2000 and 2008) have used the Lithuanian counterpart word ‘orientation’. Following this broad tendency of the term ‘orientation’ usage, here, in this article, the choice of the ‘orientation’ term will be applied. The renowned American professors Kotler and Armstrong (2008, pp.9-12) indicated that their choice of marketing management orientations were as follows: * the production concept, * the product concept, * the selling concept, * the marketing concept. * the societal marketing concept. A similar opinion was expressed by a group of Lithuanian marketing professors, where they classified marketing orientations as follows (Pranulis et al., 1999, 2000): a) production orientation, b) product orientation, c) selling orientation, d) marketing orientation; e) socialethical marketing orientation. Because of the difficulty of incorporating all the various facets of marketing into a single definition, Lancaster and Reynolds (2005) distinguished features of the subject in the following statements (Lancaster and Reynolds, 2005, p.16): †¢ â€Å"Marketing is dynamic and operational, requiring action as well as planning. †¢ Marketing requires an improved form of business organisation, although this on its own is not enough. †¢ Marketing is an important functional area of management, often based in a single physical location. More importantly, it is an overall business philosophy that should be adopted by everybody in the entire organisation. †¢ The marketing concept states that the identification, satisfaction and retention of customers is the key to long-term survival and prosperity. †¢ Marketing involves planning and control. †¢ The principle of marketing states that all business decisions should be made with primary consideration of customer requirements. †¢ Marketing focuses attention from production towards the needs and wants of the market place. †¢ Marketing is concerned with obtaining value from the market by offering items of value to the market. It does this by producing goods and services that satisfy the genuine needs and wants of specifically defined target markets. †¢ The distinguishing feature of a marketing orientated organisation is the way in which it strives to provide customer satisfaction as a way of achieving its own business objectives.† The author of the article proposes the following perception on the classification of marketing orientations, which constitute the marketing philosophy essence: 1) the production orientation, 2) the product orientation, 3) the financial orientation, 4) the selling orientation, 5) the marketing orientation, 6) the market orientation (which extends to internal and external orientations), 7) the social-ethical marketing orientation, 8) the holistic marketing orientation (which extends to internal marketing orientation, integrated marketing orientation, social marketing orientation relationship marketing orientation). The holistic marketing concept was proposed by Kotler and Keller (2007) but it was not mentioned or wider discussed in the textbook of Principles of Marketing (Kotler and Armstrong, 2008), but introduced in their co-operative book on Marketing Management (2007). For this reason, it is viable to include this new orientation in the proposed model (Figure 3), as it integrated at least four other sub-orientations: a) internal marketing orientation, b) integrated marketing orientation, c) social marketing orientation and d) relationship marketing orientation. Internal marketing orientation will be directly dealing with a Marketing Department within an organisation. It will directly subordinate to the senior management level and other organisational department, emphasising the organisational culture and micro-climate, suitable for effective work and success factors in marketing performance. Integrated marketing orientation would focus towards integrated marketing communications, the cost-effective selection of marketing channels and integrated development of products and services within the scope, demand and challenges of the national and international markets. Social marketing orientation would be focusing on the concept of societal marketing proposed by Kotler and Armstrong (2008), where the basic societal marketing triangle is based on the well-being of the community, incorporating the corporate social responsibility of companies and non-profit organisations, legal issues and environmental protection issues, which altogether streamline the sustainable development of the economy and consumption patterns. Relationship marketing orientation would be concerned with fostering the customercompany relationship with consumers, offering value added products and services. This orientation will also foster the company-partner company (B2B) relationship, seeking trust and reliability in partner selection process and its maintenance for coming years. Therefore, marketing channels should be effectively developed to reduce costs and enhance profitability ratios for all three market participants: a) producers, b) distributors and sellers, c) consumers. The market orientation is proposed to be grouped as internal and external orientations. Though Narver and Slater (1990) proposed a model that identified the components of market orientation as: †¢ Customer orientation, which incorporates customers’ perceptions and understanding by customers’ creating value, offering cost-effective solutions to satisfy their needs. †¢ Competitor orientation emphasises one of the marketing’s functions, i.e., to seek competitive advantage in the market. Competitor analysis, performed in various techniques (e.g. PESTED analysis, Porter’s forces analysis, Boston matrix analysis, etc.), gives a company tools to objectively evaluate competitors’ capabilities and results on the market. †¢ Organizational culture if analysed on an individual basis could be either included into market orientation factor or in the holistic marketing orientation, depending how integrative the marketing philosophy is on an organisational level. Organisational culture should support customer service and customer relationship development throughemployee performance prism. †¢ Interfunctional coordination should focus on the interaction between internal functional areas of the organization which best serve customer need and satisfaction, which in other cases would correspond to the relationship marketing orientation (Kotler and Keller, 2007). †¢ Long-term focus would incorporate the consideration of how the above can be sustained, and financially viable, over the long term. In this paper the proposition by Drummond et al (2000) is closer to the author’s perception of market orientation, therefore the constituent parts of the market orientation are considered to be the balance between: a) External market orientation: customers, competitors and other external stakeholders. b) Internal market orientation: employees and other internal stakeholders. Marketing Orientation The term marketing is used extensively in modern life. If you stop someone in the street and ask them what it means, they will probably use words like â€Å"advertising†, â€Å"market research† and† a modern word for selling†. In fact, marketing is a lot more than just selling, advertising and research, although all of these functions are important aspects of marketing. The Chartered Lrstitute of Marketing in the UK defines marketing as follows: â€Å"Marketing is the management process which identifies, anticipates, and supplies customer requirements efficiently and profitably†. So what is marketing orientation? In the next sections we shall explore this. First we will consider what it means for an organisation to adopt a marketing-based business philosophy. We shall then consider the evolution of the marketing concept and look at how marketing orientation has influenced organizational structures in business. An Overview of a Marketing-based Business Philosophy The points below describe marketing and its role in a marketing based business philosophy. We shall then go on to consider a marketing-based philosophy in more detail. * Marketing is a management process, and the support of management for the marketing concept is a key element in its success. Today, a company has to be marketing orientated if it is to be successful. * Marketing is involved with identifying customer requirements – usually with market research. * We have to consider current needs and anticipate the requirements of the customer in the future. This requires planning – a very important aspect of the marketing process. The satisfaction of the needs will require the supplier to provide benefits – the right market offering at the right place at the right time. * Truly market-driven companies adopt strategic level marketing, where marketing has a key role in defining the long-term objectives and mission of the company. In this way, a strategic framework is established whereby the customer is placed at the centre of the organisation’s activities. * Marketing is not just for profit-making companies. Marketing is for any organisation that has customers, and that includes charities and government bodies. Very many selling jobs in fact are in non-profit-making organisations, although very often the people who have those jobs would not think of themselves as salespeople! Marketing is a business philosophy, the process responsible for anticipating, identifying and satisfying customer current and future needs. The marketing philosophy developed out of the need by producer manufacturers, whose focus was on efficient production, to compete more effectively in their markets. They turned their attention away from mass production at lowest unit cost to try to anticipate the specific needs of customers and produce products/services whose benefits would satisfy those needs. Marketing is sometimes referred to as a ‘pull strategy’. The principle is that we understand customer needs and produce products or services, which meet those needs through specific benefits. Customers will want to purchase products or services, which they perceive as meeting their needs and wants. Literature review on marketing challenges in the new millennium The precondition, which fostered to review the challenges for the marketing in the new millennium, was the statements in various forms and shapes, which appeared during the past decade in text books, social networks, media and social forums. The selection of disturbing statements were selected and presented here for the discussion. The biased perception of marketing functions and orientations at the dawn of the new millennium is not compelling. Traditional (conventional) marketing is visualised as a dead function, notwithstanding the critics of modern marketing practice. The critics bring up the issues of lost customers, mass marketing and viral marketing. Therefore, a more fundamental change for marketing is at stake – towards a more personal touch in the field, as well emphasised by Spellings (2009). Boynett and Boynett (2003) in their book on â€Å"The Guru Guideâ„ ¢ to Marketing: A Concise Guide to the Best Ideas from Today’s Top Marketers† have also identified a number of citations, which question the future of marketing and its conventional functionality. It is apparent that marketing is becoming a multi-disciplinary theory, which inevitably incorporates postmodern aspects of the markets and consumption patterns and consumer behaviour. Selected statements on the death of traditional marketing in the new millennium Authors/sources| Statements| Boyett and Boyett (2003, p.1)| Death-of-marketing gurus rationalize their hyperbole by explaining that marketing is in the throes of fundamental change.| World of DTC Marketing (2008)| Conventional marketing is dead†¦| Bishop (2009)| Marketing is dead; long live marketing: Attracting consumers in the post-mass marketing era| Big Marketing Ideas (2009)| The reason we say viral marketing is dead is not because content no longer spreads in the same way – quite the contrary. But the idea that you could create a flash game or a funny video and expect it to get a million hits and downloads within a week is now patently naà ¯ve. | Wymore (2009)| Forget direct mail, television advertising, and other mass media marketing. They just don’t work anymore. Traditional marketing is dead. In other words, these marketing chestnuts simply don’t stand out in today’s noisy media market.| Spellings (2009)| â€Å"Mass Marketing is Dead. Make Way For Personal Marketing†: The days of mass marketing are coming to an end as we enter a new era of personal marketing. Personal marketing will require more work, more preparation, and smarter implementation, but the rewards will be vastly better than the mass marketing approach.| Selected marketing challenges in the new millennium Sutton and Klein (2003)| Blythe (2005)| Kashani (2005)| Brown (2008)| Kotler and Armstrong (2008)| Bishop (2009)| †¢ Increasing market complexity †¢ Accelerating demand for speed to market †¢ Growing need to capture marketing knowledge †¢ Increasing availability of innovative marketing technologies †¢ Escalating demand for marketing efficiency and effectiveness| †¢ Relationship marketing development †¢ Service quality enhancement †¢ Internet marketing development †¢ Marketing ethics †¢ Marketing strategy revisited| †¢ Commoditisation (change in technologies, more informed customer, more intense competition) †¢ Consolidation(mergers & acquisitions) †¢ Power shift †¢ Margin erosion †¢ Value focus| Postmodern challenges: †¢ Hyperreality †¢ Fragmentation †¢ Reversed production and consumption †¢ Decentred subjects †¢ Juxtaposition of opposites| †¢ The new digital age †¢ Rapid globalisation †¢ The call for more ethics and social responsibility †¢ Growth of non-profit marketing| †¢ Aggressive innovations †¢ Building a strong value proposition †¢ Engagement and connection to the customer †¢ Delivering customer experiences at or above expectations| It could be generalised that marketing in the 21st century presents many new postmodern challenges (see Table 3): †¢ shrinking markets, which in effect implies fragmentation and decentralised subjects (Brown, 2008), followed by increasing market complexity (Sutton and Klein, 2003) and market globalisation (Kotler and Armstrong, 2008); †¢ green issues (Blythe, 2005), more marketing ethics (Blythe, 2005; Kotler and Armstrong, 2008) and social responsibility (Kotler and Armstrong, 2008); †¢ marketing strategy revisited (Blythe, 2005) through accelerating the demand for marketing efficiency and effectiveness (Sutton and Klein, 2003) and speed to market (Sutton and Klein, 2003), and aggressive innovations (Bishop, 2009); †¢ advancements in technologies in the digital age (Kotler and Armstrong, 2008), including Internet, commoditisation (Kashani, 2005), communications (Bishop, 2009), internet marketing development (Blythe, 2005), increasing availability of innovative marketing technologies (Sutton and Klein, 2003); †¢ engagement and connection to the customer (Bishop, 2009), through service quality enhancement (Blythe, 2005), delivering customer experiences at or above expectations (Bishop, 2009), rapidly changing public attitudes towards consumption (Sutton and Klein, 2003); †¢ building a strong value proposition (Bishop, 2009) through growing need to capture marketing knowledge (Sutton and Klein, 2003), power shift (Kashani, 2005) and reversed production and consumption (Brown, 2008). Therefore, marketers are facing the re-evaluation of marketing strategy, applying new tools and sophisticated techniques in the new millennium, where changes are of a constant nature. â€Å"Ultimately, the firms who take the greatest care of their customers’ interests are the ones most likely to maintain their competitive edge in a cut-throat world† (Blythe, 2005 p.332). The case of coffee bars: applying marketing orientations and marketing challenges in the new millennium. In practice, each company selects business and marketing philosophy which suits it best. The decision depends on the company’s type, size, products and services it produces, distributes and sells and etc. In order to apply marketing orientations and marketing challenges to a practical situation, two companies in coffee bars sector: a) an international company STARBUCKS (the USA) and b) a national company COFFEE INN (Lithuania). Their briefs and marketing philosophies will be discussed bellow. The case of Starbucks (the USA) Probably one of the most famous brands in the United States and now in the whole world, reflecting the specific lifestyle of the few generations, is definitely Starbucks. Starbucks is the largest coffee-house company in the world, offering a wide range of various coffees, hot and cold coffee and non-coffee drinks, sandwiches and sweet snacks. Founded in 1979, only as a coffee bean retailer Starbucks became a coffee-house selling coffee drinks as well as beans, when its present headmaster Howard Schultz came in and bought the company from its former owners in 1987. Since then, an extraordinary quick expansion in the Unites States, and from 1996 in the whole world, has begun. Now, Starbucks owns approximately 16 000 stores in the world and announces about opening 900 new stores outside United States in 2009 (on the other hand, Starbucks is closing the same amount of stores in the United States) (www.strabucks.com). It is obvious, that such a big success would be impossible without well selected and formulated marketing philosophy. As one of the most innovative companies in the world Starbucks has chosen social-ethical marketing orientation and declares care for the environment and common wealth as well as for people. The main idea of their philosophy is defined in the Starbucks mission statement. Starbucks has two mission statements which are placed in the official company’s website : „To inspire and nurture human spirit – one person, one cup, and one neighbourhood at a timeâ€Å" and „Starbucks is committed to a role of environmental leadership in all facets of our businessâ€Å" (www.strabucks.com). Social-ethical marketing orientation is getting a trendy buzz word, as environmental and ecological problems are on the increase. Some years ago Starbucks was criticised for wasting resources by using paper and plastic cups, for wasting water and even funding Israel army (Vitkus, 2009). Now this company is shown as the best example of environmental friendly business in the business schools around the world. Starbucks announces its corporate social responsibility Annual reports for the public; here the company describes their attention to the employees, customers and the environment, manifesting marketing orientation, marketorientation and holistic marketing orientation. They started to use cups from recycled paper or biodegradable plastic. Social responsibility is also emphasised in their coffee-bars’ design, posters and various promotional campaigns (the integrated marketing sub-orientation in the holistic marketing orientation). According to Pranulis et al (2008), the main idea of marketing orientation is to create the circle of loyal clients rather than one-time buyers. Starbucks could be called a champion in this field too. The chairman of Starbucks Howard Schultz explains, that a person gets more than just coffee when he/she visits Starbucks – „he gets great people, first-rate music and a comfortable and upbeat meeting place† (www.strabucks.com). That’s why people all around the world are willing to pay for coffee more than in other coffee-bars – they buy and experience, not a drink (the selling orientation). According to Howard Schultz, Starbucks build personal relationships with each of their customers (this implies the relationship marketing sub-orientation in the holistic marketing orientation). Even the waiters at Starbucks are called baristas to make them feel exceptional and proud about their workplace, not to feel just simple service workers (internal marketing sub-orientation in the holistic marketing orientation). Another core element of marketing concept (Pranulis et al., 2008, Kotler and Keller, 2007) is to appeal to customers’ needs. Starbucks does everything to achieve its costumers’ satisfaction. They were the first who offered free internet at their coffee-bars and started to open the stores 10 minutes before the actual opening time just to make customers always feel welcome and happy. Viral marketing has also become one of the most important features of Starbucks‘. You can hardly find and advertisement in any newspaper or marketplace, but they build extremely strong relationships by using social networks, internet and mouth-to-mouth marketing, which means Starbucks meets the marketing challenges of a) the digital age, b) value proposition, c) connecting to customers, d) corporate social responsibility, e) green issues and f) overall revised marketing strategy, g) market shrinking factors (as Starbucks was forced to close down 600 coffee-bars in the USA during the economic slowdown (Milasius, 2008)). The case of Coffee Inn (Lithuania) The other company selected for a comparative study is a national company, located only in Lithuania. Coffee Inn is a coffee-bars’ chain opened a few years ago in Vilnius, the capital city of the country. Started from just one coffee-bar, Coffee Inn now owns 7 coffee-bars in Vilnius and one in Kaunas in 2007 (Vaitiekuniene, 2007). At first, Coffee Inn came into the market with the same concept as Starbucks did. It sells coffee and various coffee drinks, served in paper cups, sandwiches and desserts in small, cosy coffee-bars, located in the city centre. The main difference between Starbucks and Coffee Inn is that Starbucks is a big global company (the globalisation challenge) and can afford applying social-ethical marketing orientation, while Coffee Inn is still too small to afford huge investments for various socialprojects and campaigns and it has chosen the marketing orientation. However, Coffee Inn expands constantly, therefore, sooner or later this company will also apply social-ethical marketing oreintation (now Coffee Inn supports various cultural festivals, such as cultural night TebÃ… «nie naktis, or Street music day, not financially, but by helping to promote them, or by prolonging their opening hours during these festivals). The main idea, the co-owner of Coffee Inn Nidas Kiuberis explains, is that they sell a feeling of pleasure rather than just a cup of coffee (Obcarskaite, 2009). It seems extremely similar to Starbucks idea. The waiters are called baristas too, Coffee Inn also offers free internet access and their menu is quite similar to Starbucks one. Lithuanians sometimes even claim that Coffee Inn tries to copy Starbucks. On the other hand, there are a lot of cafeterias offering similar facilities (e.g., Vero Cafe, Double Coffee and etc.), and Coffee Inn is not an exception. However, Coffee Inn is a lot smaller as coffee-bars’ chain than Starbucks and for this reason it is much easier to control it. Being small enables Coffee Inn to be more flexible and to react to customers’ demands and wants quicker and to create new demands and wants at the same time (marketing orientation). Coffee Inn constantly offers new drinks, snacks and other features (product orientation). They were one of the first who invited customers to come together with their pets, set free book collection and invited everyone to come to read or to donate a book (the communication challenge). While talking about customers’ loyalty, new technologies play an important part here too (the technological challenge): Coffee Inn keeps exceptionally close relationships with its customers using Facebook social network, writing the blog and honestly replying to all the letters and comments. The co-owner Nidas Kiuberis maintains the Coffee Inn blog himself – this is very important, as customers notice, that director of the company itself pays attention to their opinion (Milasius, 2008). Nidas Kiuberis explains, they are following â€Å"guerilla marketing† ideas, because it is the best solution for a small business without large budget, where creativity and energy are the most important things (Obcarskaite, 2009). â€Å"Viral marketing and personal blog writing costs nothing and gives better results, than advertisement on TV – your loyalty for customers loyalty, these are the things every company seeks, especially in a crisis time† (Obcarskaite, 2009). As a result, Coffee Inn has created a steady circle of loyal customers, who are indifferent to similar competitors, such as Vero Cafe, offers. The Evolution of the Marketing Concept Marketing is basically about anticipating and serving customer needs, but where does the concept come from? In fact, even though the term â€Å"marketing† quite modern, the idea of customer orientation is as old as trade itself. For example, if we looked at a pre-Industrial Revolution village, we would see a number of trades-people such as the blacksmith at work. These people provided the villagers with what they wanted. There was no question of producing large volumes of goods and assuming that people would take them. Everything was made to order – the customer had needs and the supplier met them. Conclusions In the changing market environment with changing customer behaviour and seeking business opportunities, companies face marketing challenges on a daily basis. In the process of theoretical research, a modified model of marketing orientations, which form the marketing philosophy, was proposed, comprising eight major orientations, where market orientation and the holistic marketing orientation are split into further sub-orientations. The other task for the author was to review and structure marketing challenges in the new millennium and test these issues in two cases of coffee-bars sector on international (Starbucks) and national (Coffee Inn in Lithuania) markets. Starbucks and Coffee Inn both follow similar marketing orientations. Starbucks follows social-ethical marketing orientation as a basis of business, while Coffee Inn is being still guided by the marketing orientation. Both companies sell an experience, rather than just coffee and image is very important for the customers of these companies as they are mainly young people (20-40 years of age, Miksys, 2008). Both companies use viral marketing techniques, though Coffee Inn can create closer relationships with its customers, because it is able to react to changes quicker. Loyal customers could be called the biggest strength and competitive advantage of these companies as they do not compete on price, just by creating exceptional atmosphere.