asian american essays

asian american essays Twinkling stars off in the distant sky shine as a symbol of hope. Hope for those who dream for a better way of living, and a new beginning. Thus this dream would soon be a reality for people of Asian ethnicity, but would prove to be far more difficult then imagined. The road that lied ahead would be full of difficult obstacles, and implicit messages that read "go home," but what was home? People previously known as Orientals and now classified as Asian Americans have almost all, at one time or another, been excluded from U.S. citizenship. Asians were discriminated against because of the color of their skin, or simply put they weren't white. One huge obstacle was "The Naturalization Act of May 16, 1790, which required a two year residence in the United States and one year residence in the state where the naturalization was granted"(Ogle County Naturalization). This Act regulated those who weren't "free whites," and especially targeted Asian immigrants. Congress first created this Act in hopes to discourage immigration by any non white persons. By the mid 1800s citizenship was finally given to African Americans thanks to the 14th Amendment, however Asian immigrants continued to be discriminated against. Not having citizenship in America clearly had its disadvantages. For example, in May 1952 the foreign miners' license tax was issued. American miners felt threatened from the presence of Chinese miners. American miners wanted to eliminate competition from foreign miners. The California Assembly argued that "they degraded the American white workers already in the state and discouraged other Americans from coming to California" (Takaki 81). This tax directed specifically towards the Chinese, which now required a monthly payment from all foreign miners. Since the Chinese at this time could not gain citizenship because of the Naturalization Act of 1790, they soon found themselves victim to this tax. ...

Product Hunt Books A new opportunity for discoverability

Product Hunt Books A new opportunity for discoverability Product Hunt Books: A new opportunity for discoverability? We all know the importance of a book’s â€Å"launch.† That moment when you finally launch your characters into the outside world and put them at the mercy of your readers. That moment when, if you’re publishing digitally, it all becomes about making friends with Amazon’s little elves.Once you’ve let your mailing list, Twitter followers and Facebook fans know about your new book, it becomes time to look for new readers, places and audiences.Product Hunt Books might be one to strongly consider. While famous in the â€Å"tech† space, the Product Hunt website is much lesser-known among authors, and that is where the opportunity lies (as there is less competition!). To let Reedsy readers know more about it, we managed to interview Erik Torenberg, founding team member  of Product Hunt and Product Hunt Books, to tell us more about the platform and how you can use it. We've added our personal Reedsy opinion on the matter in italic right under  hi s answers.You can also check out Reedsy Discovery, our platform that helps indie authors gain reviews and exposure for their books!Interviewing Product Hunt founding team member Erik TorenbergHi Erik, it’s an honor to have you on the Reedsy Blog! For our non-techy readers, could you tell us quickly what Product Hunt is all about?Product Hunt is a place to discover new and undiscovered products - from apps and websites to games and books - and discuss them with other awesome people. It grew from a simple email list to talk about apps and websites into a website where people started â€Å"hunting† not only apps and sites but also books, games, movies, music, etc.More on Product Hunt: Erik’s actually being quite modest. Product Hunt is the leader in tech product discovery. Last time Reedsy was â€Å"hunted† there, we got a massive spike in traffic, and great feedback from early adopters: https://www.producthunt.com/tech/reedsy-2The way it works is: people â€Å"hunt† (submit) products, and the curators select a few that are featured on the landing page. Users can then â€Å"upvote† the products they like most after reading more about them on their product hunt page. The products that get to the top are then selected for Product Hunt’s daily and weekly newsletters.A few months ago, you launched Product Hunt Books. What was the thinking behind it? Why books?We launched books for a few reasons. First, people started hunting books on the main producthunt.com website: Peter Thiel’s Zero to One did very well, Ashlee Vance’s biography of Elon Musk did very well, Eric Ries’ new book did very well, etc.More importantly, I’m a big fan of books! I love to read, and I realized that we had a lot of readers on Product Hunt. I knew Eric Ries had started a book club and that it had gone really well, so I decided to create one as well and a few thousand people joined in just to start.A lot of publisher s and authors are convinced there is a huge â€Å"content discoverability† problem in the book publishing industry. Would you agree with that? Does Product Hunt Books aim at solving it?Yeah, I think there’s a content discoverability problem for books. There are so many books out there but I want to read stuff that has been curated for me by either people who I really respect and follow or by my close friends. So we’re really investing in â€Å"collections† to make that possible: we have a collection by Mark Cuban, Eric Ries, and many more.More on collections: Collections also exist on the general Product Hunt website and work really well. Here’s an example: https://www.producthunt.com/e/tools-for-writers: we get traffic coming from that one on a regular basis.For the future of Product Hunt Books, collections represent a huge opportunity for authors and readers. They offer every reader the opportunity to â€Å"curate† their own list of books, in a much more elegant way then Goodreads. Then, people can â€Å"follow† collections, the same way you would follow a book reviewer or blogger. As Product Hunt becomes less â€Å"tech-oriented† and gathers a more generalistic following, PHB collections could become one of the biggest players in book discoverability.How are the books featured on the Product Hunt Books page selected every day?We’ve got a team of curators who basically see the feed of submitted books and select which books to let through on the landing page every day. Those curators have been vetted by us and are people who’ve been familiar with Product Hunt for a while now.If I’m a reader, how does Product Hunt Books work? Are there any â€Å"perks† to using Product Hunt to find my next book? Do authors offer discounts on Product Hunt?Yes, some authors will do â€Å"exclusives† for Product Hunt: for Neil Strauss we did an exclusive of the first few chapters. Weâ€℠¢ll do other things like that where readers get the first few chapters for free, or exclusive pre-launches.If you’re an author, we’d love to do deals with you to offer something special to Product Hunt readers. Some publishing houses want us to do quizzes and surveys, and we’re keen on doing that. We’re also very open on working with people who are self-publishing and going outside of the traditional route.Some authors have huge followings. Aren’t you worried that they’ll just invite all their existing readers to vote for their book once it’s been â€Å"hunted†?Yes, that can always be a concern, when Ashton Kutcher or Snoop Dogg post something on Product Hunt for example - they have millions of followers. But the Product Hunt community is so big already that most of the time, it’s not going to be enough to move the needle. When Snoop posts something it sometimes goes to the top, but sometimes also doesn’t. Author s don’t have more followers than those guys do, so I’m not super worried about it!Testimonials from authors and publishersOf course, you don’t need to take Erik’s word for it. Here are two testimonials from people whose books have been featured on Product Hunt Books.Reedsy - The Fundraising Field GuideYou might remember we published a book at Reedsy a few months ago. As it was a â€Å"tech† book on fundraising, we thought that Product Hunt Books would be the perfect audience for it. And we were right, we got a nice spike on the day it was featured and over 100 upvotes on the book: producthunt.com/books/fundraising-field-guideWhat now for Product Hunt Books?To sum up, Product Books represents not only an awesome marketing channel for authors who write for a tech-savvy audience. It also presents major new opportunity for the whole book industry if it manages to establish itself as a major player in the â€Å"book discovery† game. We can defin itely see that happening: in terms of user experience and design, and through its â€Å"collections†, it is, in theory, a much better platform for readers than, say, Goodreads. The question is whether it will be able to break out of its â€Å"techy† reputation and go mainstream to touch a wider variety of readers, and genres.In the meantime, if you have a new release and want to see if Product Hunt can be good for you, submit your book here: https://www.producthunt.com/books/new and then trust the little PH elves to make it rise. They’re usually nicer than the Amazon ones.Check out today's hunted book on the Product Hunt Books page!Do you think Product Hunt Books can become a major player in book discovery? Have you had your book featured there? Please leave us your thoughts and experiences in the comments below and join the conversation!

Measuring Business Performance Coursework Example | Topics and Well Written Essays - 1500 words - 2

Measuring Business Performance - Coursework Example According to Chary (2009: 19.7) efficiency is defined as the ability of a business to produce a desired effect, service or a product with a minimum amount of effort. While effectiveness is defined as the degree or extent to which objectives are achieved, it is being successful in realizing or achieving what is required. Wharton (2012) defines effectiveness as the total output that is generated while efficiency refers to the economy in the utilization or use of resources to perform a task. Assume a lathe operator assigned to make bushes, makes 500 bushes per shift using 25 kilogram of steel rod. The effectiveness is that the operator makes 500 bushes per shift while the efficiency is that the operator produces 25 bushes per kilogram of steel rod. i) Higher levels of effectiveness and efficiency contribute to better results. They enable the company to increase their productivity by producing lower cost goods and services than competitors. This therefore makes the company to make higher profit for each unit sold or offer lower price than competitors to the customers (Wharton (2012: 24). ii) The company is able to develop a competitive advantage over its competitors. Higher levels of efficiency and effectiveness enable organizations to produce high quality goods and services. The organization is able to utilize their resources optimally to achieve desired output thus being ahead of their competitors (Chary, 2009: 19.8). iii) Finally, achieving higher levels of effectiveness and efficiency enables businesses to learn how to energize their workforce to focus on common goals. It helps the organization to manage and direct their human capital towards goal achievement and mission fulfillment. The organization is therefore able to create better communication, leadership, interaction, direction, adaptability as well as positive environment (Chary,

Theoretical relationships between market structure and bank Essay

Theoretical relationships between market structure and bank performance - Essay Example Besides, most banking institutions are failing to engage with customers due to the rising competition from other customers. As opposed to this, it remains the duty of the bank to re- arrange itself in order to beat the other competitive banks in the market. For instance such a bank needs to sell its services well to its potential clients outside through sales representatives ( Gutek, Barbara, & Theresa, 2000). The market structure is normally very sensitive for any institution to sell its services to the publics. The banking institutions at time sell customer products and services they do not comprehend. This makes it easier for banks to really charge these services rather than focus on customer needs which is the most important aspect in the market. High concentration in market encourages organizations to collude. A bank in a more concentrated market will earn higher profits than a bank operating in a less concentrated area ( Etro,2009). In order a bank to know the relation that exi sts between market structure and their performance it should employ or investigate the effects that are caused by changes in the structure or formation of the market. There are two theories that are used to explain how a bank can determine its profitability and understand better its relation with the market structure. They are namely; the structure-conduct- performance (SCP) and the efficient-structure (E-S) hypotheses. The bank will also use the following measures to evaluate the banks performance; return on asset (ROA), return on capital and return on capital ( Baligh, 1997). Structure-conduct-performance theory Structure-conduct -theory determines the degree of a firn’s performance....Most banks may therefore end up in lobbying in order to stop or delay the success of any competitive policy. The market power may however be lost if banking institutions establish non-competitive prices in their products and services. This theory mainly uses market share to measure efficient structure hypothesis. This hypothesis is negatively related with profitability. Market power is the ability of a company to control the prices in the market by manipulating the demand or the supply of goods and services or both. The ability of a company to control prices can have a negative effect on the bank performance due to lower interest rates that will have to be charged on the clients when acquiring loans from the commercial banks. This is due to monopoly in provision o services and goods which money supply low ( Etro,2009). â€Å"Quiet life hypothesis† indicates that the banks tend to enjoy the market power through foregone revenues and the savings on the costs, while the â€Å"efficient structure hypothesis† describes companies are able to make bigger profits into the company than their competitors due to maximum efficiency and not sales or provision of services.

Cuban Missile Crisis Essay -- essays research papers

On October 22nd, 1962, John Fitzgerald Kennedy, 35th President of the United States of America, addressed the nation on television. In his seven-point speech, he informed his audience that long-range nuclear missiles, capable of â€Å"striking most of the major cities in the Western Hemisphere, ranging as far north as Hudson Bay, Canada, and as far south as Lima, Peru† (JFK library p. 3) were being installed in Cuba by the Soviet Union. President Kennedy discussed the United States’ response, which included the placement of a naval blockade around the island of Cuba, a request for an immediate convening of the United Nations Security Council, and a heightened military alert. However, it was his third point which sent a chill around the world.   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"Third: It shall be the policy of this Nation to regard any nuclear   Ã‚  Ã‚  Ã‚  Ã‚  missile launched from Cuba against any nation in the Western   Ã‚  Ã‚  Ã‚  Ã‚  Hemisphere as an attack by the Soviet Union on the United States,   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  requiring a full retaliatory response upon the Soviet Union.†   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   (JFK Library p. 3) With these words, President Kennedy informed the world that the Cold War was perilously close to turning hot, and the world stood on the brink of nuclear holocaust. Almost twenty years since the end of World War 2, after two decades of mounting tension between the Soviet Communist Empire and the Western allies, the dreaded nuclear showdown was underway. America and the Soviet Union were on a collision course. How had this come to pass? Although the announcement came as a great shock to the public, the Cuban Missile Crisis had not occurred â€Å"overnight†; it had been building for more than two years. In mid-1960, Cuba signed agreements with the USSR and Czechoslovakia, and almost immediately U.S. Intelligence detected the start of a massive, secret arms buildup on the island, sponsored by the Soviets. (Johnson, Hatch p. 2) Soviet ships began arriving at Havana, and the Cubans unloaded them under extreme secrecy. Over the next year, U.S. Intelligence recorded deliverie... ...ations, to ensure the carrying out and continuation of these commitments (a) to remove promptly the quarantine measures now in effect and (b) to give assurances against the invasion of Cuba. (Goldman, Stein p. 3) On October 28, the Russian Premier conceded to President Kennedy's demands by ordering all Soviet supply ships away from Cuban waters and agreeing to remove the missiles from Cuba's mainland, and the world breathed a sigh of relief. Looking back on the crisis, Robert McNamara believed the world was one step away from nuclear war. That step would be the President ordering invasion of Cuba. What was not known at the time was the presence of 43,000 combat-ready Soviet soldiers in Cuba, or the deployment of tactical nuclear weapons along Cuba's shore. Khrushchev had also given a standing order to his generals that if he couldn't be reached in the event of an invasion, they had authority to launch battlefield nuclear weapons. If Kennedy had invaded, the Soviets would have used nuclear weapons and President Kennedy would have had no choice but to retaliate. The response would likely have been an attack on Soviet soil, and global nuclear war.   Ã‚  Ã‚  Ã‚  Ã‚  

Marketing Concept

In the article â€Å"Pow! Romance! Comics Court Girls† by Matthew Phillips, it features the comic company’s new market. Male readers have always been the comics company’s target market for the past several years. Commonly, the main character portrays the strength of male gender. In the launching of the new comic series, â€Å"The Plain Janes†, â€Å"Re-Gifters†, â€Å"Clubbing,† DC Comics set a new target market, which are the female readers. It is a big opportunity to expand the possible customers for their market. Their market strategy is that they made the titles more appealing to the women. They based it on fantasy and romantic storylines to get girls’ attention. They emphasized female strength and their interests. By this strategic move, comic-book industry had their most significant growth. The Diamond Comics rose their sales to a 15% increase while Marvel Entertainment's publishing-segment revenue — which includes sales to booksellers and comic shops — rose 17% to $108.5 million. This market strategy is very advantageous for both parties. It provides materials for the female readers and also an additional market implying additional income for the company. The benefit of the market expansions is advantageous not only to the customers but more importantly to the company itself. The â€Å"Nolan Ryanx Pitches Virtues of U.S. Beef To Dubious Japanese† written by Amy Chozick, was all about the campaign on how to win back the Japanese customers on buying U.S. beef products. It has been very evident that the demand for beef had decreased since it was banned in Japan at 2003 due to the outbreak of mad-cow disease. It was a big challenge since there is a huge decrease in market and also competition was intensified. Japanese ordered more than 50% of their beef from Australia. By using a promotional strategy on the declining market, their market sales had been saved. Baseball legend Nolan Ryan was made as a campaign model. The slogan â€Å"Beef makes you strong!† was thrown during a ceremonial first pitch during a baseball game at   A concession stand called the â€Å"American Meat Booth† sold boxes filled with American beef and featuring Mr. Ryan's photo in the meat aisles at major grocery stores under in Chiba, a Tokyo suburb, last month. The campaign starring Mr. Ryan was featured in more than 2,000 different beef-related promotions over a three-month period. Once the problem was identified, promotional strategies (advertising campaign) are useful in uplifting the image of the product (U.S. beef) to the customers (Japanese consumers). Using Nolan Ryan, a well-known pitcher, as the endorser has a big impact on the Japanese since Japan is fond of baseball. He is also a credible person in line with meat knowledge since he also has his own cattle farm. In effect of this campaign, the American beef monthly sales had been doubled according to Philip Seng, president of the Denver-based federation. The cost of the promotion has not been stated but the ideal is that it should be relatively lower than the revenue. He admitted that there is a lot more to do to regain the past demand, after the sudden decline in sales due to the negative connotation of the mad-cow outbreak, but as their sales imply, the promotional campaign can be said successful.    Marketing Concept Marketing philosophy has experienced three major shifts during the history of commerce in the United States. First it was production oriented, then sales oriented, and currently it is consumer oriented. Till the late 1920s, companies had limited production capacity, and there was continuous demand for their products. The belief at that time was that, one can sell as much as one can produce. The entire company used to focus on production and Marketing was limited to taking order and supplying products on time. With the introduction of mass-production, production capacity caught up with and, in many areas, exceeded demand. Now, the businesses were sales oriented. Their philosophy became selling as much as one can, by using advertisements and other promotional activitiesThe end of World War II bought a world of choices to the consumers and a lot of competition to the existing players. There started a heavy competition for the consumer dollar. Businesses quickly came to realize that if t hey were going to get their share of those dollars, they were going to have to become more consumer oriented. This change in philosophy became known as the marketing concept.The Marketing concept relies on marketing research to define market segments their size and their needs. It is the philosophy that the companies should analyze the needs of their customers and then make decision to satisfy those needs better than their competition. (www.NetMBA.com)Thus, the marketing concept is essentially establishing a tangible relation between a company’s capabilities with customer needs. However, this is not the only factor that is taken into account. The marketing environment has other competitors who are planning the very same strategies to lure consumers. Herb Kelleher, CEO of Southwest Airlines says†We don’t have a Marketing Department; we have a customer department† And in the words of a fords executive â€Å"If we are not customer driven, our cars won’ t be either† (Kotler, Armstrong. 2006). Companies that have embraced the marketing concept have found that it has had a strong impact on sales. They have also found that, in many respects, it has changed the way they operate.In addition the volatility of the marketing environment like and changes in the political, economic, social and technological environment, should also be taken into account, while developing a strategy. Any organization that applies the marketing concept essentially puts its present and potential customer’s needs as a guideline for its marketing and organizational operations.For e.g. – Consumers need to eat when they are hungry. What they want to eat and in what kind of environment will vary enormously. For some, eating at McDonalds satisfies the need to meet hunger. For others a microwaved ready-meal meets the need. Some consumers are never satisfied unless their food comes served with a bottle of fine Chardonnay. (http://www.tutor2u.net/bus iness/marketing/marketing_concept.asp)However, after creating a desire in the consumers, the pricing should also be sufficiently affordable, make them actually purchase the product.The Marketing concept first analyzes the needs of the consumer and then decides the appropriate product to fulfill those needs. Being customer driven, the marketing concept starts with a target market and customers. The company then focuses on the needs of these consumers and integrates all its marketing activities towards building an effective relation with these customers.For e.g. – The shift in buying behavior from marketplace to â€Å"marketspace â€Å"made Microsoft enter into online automobile retailing with CarPoint.com. While CarPoint could not â€Å"sell† or deliver any cars, it could shift much of consumer search, comparison, and decision-making, including pricing, from the physical platform of the traditional car dealer to the virtual world of the Web (Boyd, Walker, Mullins, 200 6).As is clearly seen above, such customer-driven approaches succeed, when the consumers know what they want. There is a clear need which is fulfilled by a combination of product and promotional mix. In many cases however, the customers do not know what they want or need. For e.g. – 25 years back, the concept of e-books or for that matter cell phones for a regular usage was something an average customer could not foresee.Such cases call for customer driver marketing, where the company understands the customers even better than the customers themselves. As Sony’s Akio Morita says â€Å"Out plan is to lead the public with new products, rather than as them what kind of products they want.† (Kotler, et al, 2006) SONY Corporation was the first to come up with the idea of a â€Å"walkman†, when they observed that consumers like music to be with them always. It is just as if they well â€Å"humming the music†. The idea, which was initially fiercely oppose d, became a milestone in the company’s history.Marketing CommunicationAccording to Philip Kotler – Any Company’s marketing strategy requires more than just developing a good product, attractively pricing it and ensuring its ready availability to its consumers. The strategy must include communicating with its current and prospective customers, and what they communicate should not be left to chance. (Kotler et al 2006)Companies use a wide range of marketing communications to promote the company, their products and their services. A company’s total marketing communication mix consists of a combination of tools like advertising, sales promotion, public relations, personnel selling and direct marketing tools (Kotler et al. 2006).Each of these categories involves specific tools. Advertising includes brochures, flyers TV/radio broadcasts etc.   Sales promotion includes free demos, discount coupons, Sale etc. Public relations includes sponsorships, press releas es etc. Personnel selling includes trade shows, sales presentations etc. Direct marketing includes telemarketing, direct selling etc.Before any company decides to go in for a specific blend of the above mentioned tools, it should first decide the message to be passed across, the recipients or audience for the message, way and means of presentation and its timing. In addition the follow-up actions after the message is passed across should also be decided, in order to avoid confusion when the orders or product information requests do start coming in.Owing to the advancements in Information technology, the consumers are now becoming increasingly aware of various choices available to them. The markets hence are seen to becoming more fragmented. Targeting these different fragmented groups becomes a challenge for the company, especially when they wish to portray different images of the company to the consumers, without affecting the overall company’s brand image. This calls in for Integrated marketing communications,IMC , the integration of the company’s entire communications channel to deliver a clear and consistent message to the consumers, regarding the organization and various products. (Fill, 2004)The first step of any marketing communication strategy is awareness. Awareness in turn starts from curiosity.   A motion-control company launched its products in the Nuremberg market fair for the first time, by placing big boxes of candies in their stall. Needless to say, this attracted the curiosity of many people, who would later become its customers, to the stall just to ‘have a look at what is going on’.There is another thing which goes hand-in-hand with awareness, the target market or audience. This factor sets the tone of the promotion in question, and the kind of message to be passed on. There are two extreme end of the tone – humor and emotional. Companies use emotional appeal concepts like patriotism, family closeness, anim al welfare, sharing and giving etc. to promote their products.For e.g. – Salvation army uses moral appeal as a pull toward its goal of seeking attention. At the other end of the spectrum are the humorous ads, which are gaining more and more acceptance amongst American audience. According to various studies, light natured ads catch the attention of consumers. In one of its popular ads Budwieser and Bud light featured a wannabe donkey that wears fur hoof extensions and brays in effort to becoming a part of the Budweiser Clydesdales team (Kotler et al 2006).Message structure and format is very important, especially when print media is the desired mode of communication between the company and its consumers. Even the tele-ads are very much concerned about the overall logo and messages displayed on-screen to its consumers. The most popular example of this is the Statuary warning written on cigarette packs.They are always there, always mentioned and always displayed and yet the bala nce of injurious-yet fashionable is clearly visible in all of these ads. Yesmail sends clients’ promotional e-mail messages to targeted consumers who said â€Å"yes† when asked whether they wished to receive promotional offers in certain categories of interest (Winer, 2006).Choosing the media of communication is the next step. The is chosen based on getting the maximum amount of visibility and the media that creates lasting impression on the minds of consumers There are many channels that can be used in this case. For e.g. – the success of Harry Potter, collapsible scooters, the Chrysler PT Cruiser, and The Blair Witch Project is all due to word-of-mouth publicity (Kotler, Keller, 2005).The print media includes advertisements in magazine, newspapers, pamphlets etc. The most popular media still remain as the television and radio, though internet marketing is fast gaining over them.After the entire process of communication is done, one of the steps that should alw ays be done is collecting the feedback from the consumers. This is done so as to know the effectiveness of the communication on the minds of the consumer.This total marketing communications program used while promoting a company or business is called the promotional mix. Success is all about integrating separate approaches such as PR, internal and direct marketing into one complete marketing strategy. All the promotional elements which are used to gain customers must be planned and then implemented in a coordinated way. (Smith, Taylor, 2004).ReferencesBooksFill, C., â€Å"Marketing Communications: engagement, strategies and practice†, 2nd ed.,2004, FT Prentice HallKotler, P. Armstrong G., â€Å"Principles of Marketing†, 11th ed, 2006, PearsonKotler, P., Keller, K., â€Å"Marketing Management†, 12th ed., 1 March 2005, Prentice HallMullins, J., Walker, O., Boyd, H., â€Å"Marketing Management: A Strategic Decision-Making Approach†, 6th ed, 17 Oct 2006, McGr aw-Hill/IrwinSmith, R., Taylor, J., â€Å"Marketing Communications: An Integrated Approach†, 4th ed, 1  July 2004, Kogan PageWiner, R., â€Å"Marketing Management†, 3rd ed, 31 May 2006, Prentice HallWebsitesâ€Å"Marketing concept and orientation†,http://www.tutor2u.net/business/reference/marketing-orientationâ€Å"The Marketing Concept†, Oct. 2003, One Vision Ltd.â€Å"10 minutes Guide – Marketing Communication†, 2004, The Chartered Institute ofMarketinghttp://www.cim.co.uk/mediastore/10_minute_guides/10minguide_marketingcommunication.pdf

Definition and Examples of the Historical Present Tense

In English grammar, the historical present is the use of a verb phrase in the present tense to refer to an event that took place in the past. In narratives, the historical present may be used to create an effect of immediacy. Also called the  historic present, dramatic present, and narrative present. In rhetoric, the use of the present tense to report on events from the past is called translatio temporum (transfer of times). The term translation is particularly interesting, notes German English literature educator Heinrich Plett, because it is also the Latin word for metaphor. It clearly shows that the historical present only exists as an intended tropical deviation of the past tense. (Plett, Henrich. Rhetoric and Renaissance Culture, Walter de Gruyter GmbH Co., 2004.) Examples and Observations It is a bright summer day in 1947. My father, a fat, funny man with beautiful eyes and a subversive wit, is trying to decide which of his eight children he will take with him to the county fair. My mother, of course, will not go. She is knocked out from getting most of us ready: I hold my neck stiff against the pressure of her knuckles as she hastily completes the braiding and the beribboning of my hair. ... (Walker,  Alice. Beauty: When the Other Dancer Is the Self. In Search of Our Mothers Gardens: Womanist Prose, Harcourt Brace, 1983.) There is a famous story of President Abraham Lincoln, taking a vote at a cabinet meeting on whether to sign the Emancipation Proclamation. All his cabinet secretaries vote nay, whereupon Lincoln raises his right hand and declares: The ayes have it. (Rodman, Peter W.  Presidential Command, Vintage, 2010.) Verbs in the historic present describe something that happened in the past. The present tense is used because the facts are listed as a summary, and the present tense provides a sense of urgency. This historic present tense is also found in news bulletins. The announcer may say at the start, Fire hits a city center building, the government defends the new minister, and in football City, United lose. (Language Notes, BBC World Service.) If you introduce things which are past as present and now taking place, you will make your story no longer a narration but an actuality. (Longinus,  On the Sublime, quoted by Chris Anderson in  Style as Argument: Contemporary American Nonfiction, Southern Illinois University Press, 1987.) An Example of the Historical Present in an EssayI’m nine years old, in bed, in the dark. The detail in the room is perfectly clear. I am lying on my back. I have a greeny-gold quilted eiderdown covering me. I have just calculated that I will be 50 years old in 1997. ‘Fifty’ and ‘1997’ don’t mean a thing to me, aside from being an answer to an arithmetic question I set myself. I try it differently. ‘I will be 50 in 1997.’ 1997 doesn’t matter. ‘I will be 50.’ The statement is absurd. I am nine. ‘I will be ten’ makes sense. ‘I will be 13’ has a dreamlike maturity about it. ‘I will be 50’ is simply a paraphrase of another senseless statement I make to myself at night: ‘I will be dead one day.’ ‘One day I won’t be.’ I have a great determination to feel the sentence as a reality. But it always escapes me. ‘I will be dead’ comes with a picture of a dead body on a bed. But it’s mine, a nine-year-old body. When I make it old, it becomes someone else. I can’t imagine myself dead. I can’t imagine myself dying. Either the effort or the failure to do so makes me feel panicky. ... (Diski, Jenny. Diary,  London Review of Books, October 15, 1998. Report title At Fifty in  The Art of the Essay: The Best of 1999, edited by Phillip Lopate, Anchor Books, 1999.) An Example of the Historical Present in a Memoir  My first conscious direct memory of anything outside myself is not of Duckmore and its estates but of the street. I am adventuring out of our front gate and into the great world beyond. Its a summers day — perhaps this is the very first summer after we moved in when Im not yet three. I walk along the pavement, and on into the endless distances of the street — past the gate of No. 4 — on and bravely on until I find myself in a strange new landscape with its own exotic flora, a mass of sunlit pink blossom on a tangled rambler rose hanging over a garden fence. I have got almost as far as the garden gate of No. 5. At this point, I somehow become aware of how far I am from home and abruptly lose all my taste for exploration. I turn and run back to No. 3. (Frayn, Michael. My Fathers Fortune: A Life, Metropolitan Books, 2010.) The You-Are-There IllusionWhen the reference point of the narration is not the present moment but some point in the past, we have the historical present, in which a writer tries to parachute the reader into the midst of an unfolding story (Genevieve lies awake in bed. A floorboard creaks ... ). The historical present is also often used in the setup of a joke, as in A guy walks into a bar with a duck on his head. ... Though the you-are-there illusion forced by the historical present can be an effective narrative device, it can also feel manipulative. Recently a Canadian columnist complained about a CBC Radio news program that seemed to him to overuse the present tense, as in UN forces open fire on protesters. The director explained to him that the show is supposed to sound less analytic, less reflective and more dynamic, more hot than the flagship nightly news show. (Pinker, Steven.  The Stuff of Thought, Viking, 2007.) A Warning From the PastAvoid the use of the historical present unless the narrative is sufficiently vivid to make the use spontaneous. The historical present is one of the boldest of figures and, as is the case with all figures, its overuse makes a style cheap and ridiculous. (Royster, James Finch and Stith Thompson,  Guide to Composition, Scott Foresman and Company, 1919.)