Essay on Book Review Common Sense Economics - 1161 Words

Oha1 Amanda Oha PPOG 502 Dr. Stewart Book Review: Common Sense Economics The book, Common Sense Economics written by James D. Gwartney, Ricahrd L.Stroup, Dwight R. Lee, and Tawni Ferrarini, gives a simple insight for reader into the inner workings economics in a common sense terms. The main point of the book is that to have economic success comes from low interference from the government, the motivation of individuals, and competitive markets. In the beginning of the book, the authors of the book started to breakdown this message of economics by explaining to the readers the twelve key elements of economics. 1. Incentives matters 2. There is no such thing as free lunch 3. Decisions are made at the margin 4.†¦show more content†¦They explained that: â€Å"Changes in incentives influence human behavior in predictable ways†. The main point of this concept is that the more attractive an option is the more likely an individual to choose it. Another point that they also focused on was the fact that if a partic ular product more costly, the more unappealing it will become to the consumer. They used examples such as employees will worker harder if they feel that they will be greatly rewarded or a student will study material that they feel will be on an Oha3 exam. This concept also can be correlated with political process as well. It is explained that citizens will vote for candidates will benefit them in their own personal lives. The second important concept was â€Å"There is no such thing as a free lunch†. This concept is built based upon human desire for good being unlimited and the limited resources to match that could not possible match those resources. This is relates to the theme of opportunity costs. This means that the choice of one thing, but you must sacrifice the opportunity to do another thing. There are opportunity costs with producers with the cost of outputting quality goods and adhering to regulations put on by the government. The next concept is â€Å"Decisions are made at the margin† this meant that individuals wanted to get the most out their resources. You want to have most benefits out your actions. One thing that the authors put emphasis on is the fact that allShow MoreRelatedCapital Analysis : Capital And Income Inequality Essay1743 Words   |  7 PagesAs a Economics book, The book Capital in the Twenty-First Century is written for all Economics scholars and Econ major students all over the world. Since the book is mainly talking about the wealth and income inequality in the United States and Europe since the 18th century, it is a great reference for scholars who is writing papers about wealth distribution and income inequality. 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PR Plan for MS Clothing Free Essays

Introduction In recent years, Marks Spencer’s clothing sales have experienced a period of decline and have been involved in a large amount of discounting which has a negative impact on the profit margins within the department. The purpose of this PR plan is to consider an appropriate marketing and PR strategy that would lead to the turnaround of this ailing department. Aims and Objectives The primary aim of this PR and marketing agenda is essentially to reinvent the positioning of the MS clothing division, so that it is not forced into having to discount and is therefore able to maintain stronger profit margins. We will write a custom essay sample on PR Plan for MS Clothing or any similar topic only for you Order Now Historically, Marks Spencer’s has maintained a strong reputation for providing quality basics, without necessarily being at the cutting edge of fashion, with the establishment of additional ranges, aiming to have the impact of turning this perception around. Yet, the increased use of disposable fashion from the likes of Primark has put increasing pressure on companies such as Marks Spencer when it comes to retaining their market share (MacDonald, 2011). Despite this, the marketing campaign, â€Å"Leading Ladies†, has shown a slight turnaround of fortunes, indicating that a concerted effort within the PR and marketing area could indeed have a dramatic effect on this ailing area within MS (Marks and Spencer, 2014). Audience The audience is potentially one of the hardest things to identify, in terms of this overall PR plan, as Marks Spencer’s clothing covers such a potentially wider audience. It is suggested in this case, however, that by focusing on ladies wear, the overall agenda for the clothing department can be considered and looked at in the long run (Hackley, 2009). The target audience for this plan therefore is to focus on the fashion conscious, yet affluent 20 – 40 year old category. Attempting to compete with the prices of disposable fashion outlets is simply impractical; therefore, the focus needs to be on the high income a professional, fashionable women who also want their clothes to be excellent quality and durability. Message Linked to the chosen audience is the message that MS clothing products are providing quality, durable essentials that offer a sophisticated and professional look, with a touch of fashion that is not a disposable, cheap fashion product. One of the key problems which have been identified within the MS clothing range in recent years is that the cost of the product has simply not warranted the quality of fashion being provided, and the balance between quality and cost needs to be redressed (Parrish, 2010). Maintaining a strong quality is important. Yet, it is necessary for the fashionable element of the product to be brought to the forefront of this message, and this needs to be delivered clearly to the young, affluent audience. In order to achieve this MS is going to focus on the younger audience by engaging with young workers and students. Offering discounts and selecting the relevant media publications that aim at these people will be a crucial part of delivering this message. Communication Strategies Bearing in mind the message and the target audience in question, the choice of communication strategy will be particularly important when it comes to successfully providing this shift in emphasis and new marketing strategy. Given the chosen audience, the communication strategies also need to be aimed at a younger audience, using factors such as the internet and e-mail marketing, in order to portray a younger, more cutting-edge image. Establishing affiliations with third parties and appropriate magazines will also be important for encouraging potential consumers to view Marks Spencer clothing in a slightly different light. Events such as fashion shows and launches of product ranges in locations that are going to be targeting this new audience. Working with Universities and popular work areas in central towns will assist in this matter. Celebrity endorsement is also potentially going to assist in shifting the perceptions of Marks Spencer away from products which are slightly old and staid. By partnering with the appropriate celebrities and also appropriate events, the general perception of the company can be changed, over time, and this needs to be a relatively mid-term agenda for MS. Resource and Budget The overall size of MS and the ability to draw on financial resources from other departments such as the food and home department provides evidence of real opportunities in regard to spending a large amount on this revised PR and marketing approach that would be impossible for other organisations without the backing of these departments. In order to completely reinvent the perception around an organisation the size of MS will require a consistent and large resource, over a relatively prolonged period of time. In addition, however, it is proposed that a six-month time horizon be looked at, with the majority of the focus being placed on shifting the emphasis and eventually reinventing the product range. It is therefore suggested that a team of four marketing professionals should be given the agenda of achieving this plan as part of a specific six-month project (Hallbauer, 2008). Initially, it is proposed that a budget of ?260,000 will be provided on the basis of ?40,000 per month to cover the advertising in key locations and in order to ensure that the manpower is available in every store across the country. It is also recognised that having a strong celebrity endorsement may be very beneficial, the budget may need to be adjusted to reflect this. Evaluation Methods By looking at the current difficulties being faced by the MS clothing range, it can be seen that it is largely attached to the perception of individuals and the demands of the potential target audience. With this in mind, evaluating the marketing and PR agenda will not only involve looking at quantitative figures such as the change in sales, but more crucially at the changing perceptions of customers and potential customers. Also for this reason, at least initially, the necessary way to evaluate the PR agenda will be to undertake an analysis of customer perceptions and satisfaction of products. After the initial six-month period, it is anticipated that there will be shifting sales figures and therefore the evaluation methods used would need to alter to take this into account. It is, however, recognised that this marketing agenda will not completely change the fortunes of the company in a matter of weeks and evaluation methods need to be reflective of this gradual shift, if the agenda is not to be deemed a failure, at a fairly early stage (Newman Cullen, 2002). References Hackley, C, (2009) Advertising and Promotion: An Integrated Marketing Communications Approach, SAGE Publications Hallbauer, S, (2008) Retail Marketing and New Retail Idea – Marks and Spencer, GRIN Verlag MacDonald, G, (2011) For MS’s Bolland, Success is in the Detail, Retail Week, Available at: http://www.retail-week.com/city/for-mss-bolland-success-is-in-the-detail/5025603.article Marks and Spencer (2014) Available at: http://corporate.marksandspencer.com/investors/press_releases/only_m_s_marks_spencer_invites_you_to_meet_britains_leading_ladies Newman, A Cullen, P, (2002) Retailing: Environment Operations, Cengage Learning Parrish, E. (2010) Retailers’ use of niche marketing in product development. Journal of Fashion Marketing and Management, Vol. 14, No. 4, pp. 546-561 How to cite PR Plan for MS Clothing, Essay examples

Chinese Calligraphy, Painting and History Essay Example For Students

Chinese Calligraphy, Painting and History Essay In contrast to western calligraphy, diffusing ink blots ND dry brush strokes are viewed as a natural impromptu expression rather than a fault. While western calligraphy often pursue font-like uniformity, homogeneity of characters in one size is only a craft. To the artist, calligraphy is a mental exercise that coordinates the mind and the body to choose the best styling in expressing the content of the passage. It is a most relaxing yet highly disciplined exercise indeed for ones physical and spiritual bevel being. Historically, many calligraphy artists were well-known for their longevity. Brush calligraphy is not only loved and practiced by Chinese. Koreans and Japanese equally adore calligraphy as an important treasure Of their heritage. Many Japanese schools still have the tradition of having a student contest of writing big characters during beginning of a new school year. A biannual gathering commemorating the Lancing Xx by Wang Xi Chi (The most famous Chinese calligrapher in Jinn dynasty, ) is said to be held ceremonially in Japan. There is a national award of Wang Xi Chi prize for the best calligraphy artist, Not too long ago, Korean government officials were required to excel in calligraphy. The office of Okinawa governor still displays a large screen of Chinese calligraphy s a dominating decor. In the West, Picasso and Matisse are two artists who openly declared the influence by Chinese calligraphy on their works, Easier Calligraphy is the art of making beautiful or elegant handwriting. It is a fine art of skilled penmanship. Harder The word calligraphy literally means beautiful writing. Before the invention Of the printing press some 500 years ago, it was the way books were made. Each copy was handwritten out by a scribe working in a scriptorium. The hand writing was done With quill and ink onto materials like vellum or parchment. The lettering style applied was one of the period backhands like cutis, Carolingian, blacklisted, etc. Today, there are three main types or styles of calligraphy: (1) Western or Roman, (2) Arabic, and Chinese or Oriental. This project focuses mainly on Western calligraphy with a glimpse at the other two styles. topic Wang Xiii ?-t ± Wang Xiii is a Chinese calligrapher. He is considered by some as the first artist in the Western sense, insofar as it has moved away from the official canon in force, the cursive handwriting, practicing a form of free personal and pictorial practice. AU, Tastes, CENT,  ±Zip-F-If-E, ?i#-F-a, 4th-Y-