Learn ESL Through Movement

Learn ESL Through Movement If youve tried, and struggled, to learn English as a second language (ESL) the usual ways, its time to try it Dr. James Ashers way- through movement. With a student seated on each side of him, Asher demonstrates his technique by asking them to do what he does. Thats all. They dont repeat what he says, they just do what he does. Stand,  he says, and he stands. They stand. Walk, Asher says, and he walks. They walk. Turn. Sit. Point. Within minutes, he gives commands as complicated as, Walk to the chair and point at the table, and his students can do it by themselves. Heres the clincher. In his DVD, he demonstrates in Arabic, a language nobody in the room knows. In study after study, Asher has found that students of all ages can learn a new language quickly and stress-free in just 10-20 hours of silence. Students simply listen to a direction in the new language and do what the instructor does. Asher says, After understanding a huge chunk of the target language with TPR, students spontaneously begin to speak. At this point, students reverse roles with the instructor and utter directions to move their classmates and the instructor. Voila. Asher is the originator of the Total Physical Response approach to learning any language. His book, Learning Another Language Through Actions, is in its sixth edition. In it, Asher describes how he discovered the power of learning languages through physical movement, and the lengths to which he went to prove the technique through scientific experimentation involving the differences between the right and left brain. Ashers studies have proven that while the left brain puts up a fight against the memorization of new languages that occurs in so many classrooms, the right brain is completely open to responding to new commands, immediately. He is adamant about the need to comprehend a new language silently, by simply responding to it, before attempting to speak it, much like a new child imitates his or her parents before beginning to make sounds. While the book is on the academic side, and a little dry, it includes Ashers fascinating research, a lengthy and comprehensive QA that covers questions from both teachers and students, a directory of TPR presenters around the world, comparisons to other techniques, and get this, 53 lesson plans. Thats right- 53! He walks you through how to teach TPR in 53 specific sessions. Can learning take place if the students remain in their seats? Yes. Sky Oaks Productions, publisher of Ashers work, sells wonderful full-color kits of different settings such as home, airport, hospital, supermarket, and playground. Think Colorforms. Remember the pliable plastic forms that stick on a board and easily peel off to move? Responding to imperatives with these kits has the same result as physically moving. Asher also shares samples of mail he has received from people around the world. One of his letters is from Jim Baird, who writes that his classroom has wall-to-wall white boards on which he has created communities and complete countries. Baird writes: Students are required to drive, walk (with their fingers), fly, hop, run, etc. between buildings or cities, pick up things or people and deliver them to other places. They can fly into an airport and rent a car and drive it to another city where they can catch a flight or a boat, all kinds of possibilities. Sure is fun! Asher is generous with the materials and information he provides on his Sky Oaks Productions website, known as TPR World. He is clearly passionate about his work, and its easy to see why.

Free Essays on Communication Between Men And Women

â€Å"Effective Communication between men and women† In today’s modern society, communication has become a very important issue in all aspects of our life but especially in relationships. Many times women and men don’t realize that to have a stable relationship they need to learn a good way to communicate. Deborah Tannen and John Gray both agree that men and women can understand each other better if they know and respect each other’s differences. This situation may look too familiar to many couples that for years have struggled to avoid misunderstanding and improve their relationships. According to Tannen, â€Å"men and women talk differently because they are raised in something like two different cultures: a male culture from which young men learn to speak like men and a female culture in which young women learn to speak like women†. These two different types of talking can lead to misunderstandings and confusion. Gray’s theory is similar to Tannen’s but one of the most remarkable differences is his metaphorical use of the planets Mars and Venus by which he doesn’t literally mean that men and women speak different languages, he means it as a way of thinking about relationships. Although there is no definitive answer as to which type of theory is better, both authors offer their own unique advice to improve communication. One of the most important points in Tannen’s reading is understanding her â€Å"private-speaking or rapport talk† by this she means that women tend to feel more comfortable with people they feel close to and comfortable with. By â€Å"public speaking or report talk† she means that men feel better speaking in groups of large people. On the other hand, Gray offers a different perspective when he says that â€Å"to fully express their feelings, women use various superlatives, metaphors and generalizations. Men mistakenly take these expressions literally†. Also Gray explains in his reading that women a... Free Essays on Communication Between Men And Women Free Essays on Communication Between Men And Women â€Å"Effective Communication between men and women† In today’s modern society, communication has become a very important issue in all aspects of our life but especially in relationships. Many times women and men don’t realize that to have a stable relationship they need to learn a good way to communicate. Deborah Tannen and John Gray both agree that men and women can understand each other better if they know and respect each other’s differences. This situation may look too familiar to many couples that for years have struggled to avoid misunderstanding and improve their relationships. According to Tannen, â€Å"men and women talk differently because they are raised in something like two different cultures: a male culture from which young men learn to speak like men and a female culture in which young women learn to speak like women†. These two different types of talking can lead to misunderstandings and confusion. Gray’s theory is similar to Tannen’s but one of the most remarkable differences is his metaphorical use of the planets Mars and Venus by which he doesn’t literally mean that men and women speak different languages, he means it as a way of thinking about relationships. Although there is no definitive answer as to which type of theory is better, both authors offer their own unique advice to improve communication. One of the most important points in Tannen’s reading is understanding her â€Å"private-speaking or rapport talk† by this she means that women tend to feel more comfortable with people they feel close to and comfortable with. By â€Å"public speaking or report talk† she means that men feel better speaking in groups of large people. On the other hand, Gray offers a different perspective when he says that â€Å"to fully express their feelings, women use various superlatives, metaphors and generalizations. Men mistakenly take these expressions literally†. Also Gray explains in his reading that women a...

Bio 101 Essay Example | Topics and Well Written Essays - 500 words

Bio 101 - Essay Example Not only is fast food prepared quickly, but it is also available easily on every busy street corner and in various fast food restaurants and fast food outlets in abundance. Moreover, it more than satisfies a â€Å"hungry man’s appetite†. More than a necessity, fast food has become a social and cultural standard. Originating from the West, the fast food trend has expanded and spread in all countries of the world as a new fashion or a new social standard. However, the negative aspects of fast food are many. Even before the health aspects are considered, there are a number of social stigmas attached to the trend of fast food. The concept of meal preparation in the home is not as prominent as it previously was. This tends to reduce the bonding between families of cooking and eating together. It also means that mothers who used to pass on their cooking skills to their daughters do not find time to do so anymore or do not find it as important. Moreover, this fast food trend has put a few large corporations in power and destroyed the local food industry of countries. These large corporations hire unskilled workers in Third World countries and offer them low wages which leads to the exploitation of workers in these countries; while these corporations make large profits. These are only a few of the social problems caused by the trend of fast food. The health stigmas are far more dangerous and harmful. Fast food is one of the main factors causing obesity in adolescents in countries all over the world. Since fast food outlets are located close to schools and colleges, adolescents tend to skip breakfast and indulge in the intake of fast food all day resulting in the intake of an excessive amount of calories which cause obesity (Richardson, 2006). Moreover, greasy fast food is known to cause high cholesterol which is a cause for high blood pressure and heart disease. Mothers were not wrong when

Gender issues propagated and enhanced by a rise of reality television Essay

Gender issues propagated and enhanced by a rise of reality television - Essay Example In support of the above statement by Keller and Luller; dwelling on gender implication by the television shows; in America, the current generation is getting its main behaviors from the media channels. Through the viewing of the reality, comedy and drama shows, give massive population particularly the young, new lease of characters and behaviors. According to Keller (9) products of media culture necessitates ways and means under which we develop characters. People perceive and copy what they view on the television and incorporate as their character. In real life, change occurs influencing the behaviors, characters and the perception of individuals in life. The media have in the 21st century contributed considerably to the social changes experienced in the current life. When evaluating gender issues in America and how it has transformed with time, one can fairy look at the representation in the media shows. The television has presented an arena for various thoughts and values of ideas in which the Americans have use to express and pass ideas perceived to be important in the society. Valuable ideas presented and expressed through the comedies, dramas and televised ideas on gender issues have been of crucial essence in the present life.

Theoretical Perspectives as Rituals of Power and Knowledge Essay Example for Free

Theoretical Perspectives as Rituals of Power and Knowledge Essay â€Å"Pornography is a panoptic function. It is everything watch by a mechanical eye†¦Optics is the genius of the West, and voyeurism is its major mechanism of control.† Monica Sjoo and Barbara Mor, The Great Cosmic Mother, p. 328. In order to begin to understand â€Å"panoptic functions,† such as the function of pornography as expressed in the headlining quote, one must understand these functions as structures for generalization, in order to later deconstruct deeper and more hidden meanings. In this sense, theoretical perspectives are always selective, yet it is within this selectivity that we can begin to unearth very deeply layered psychological and societal mechanisms of control. This essay will outline three historical mechanisms of social control (Christian demonology, classic criminology and the sciences of the medicalization of social control), and will juxtapose said mechanisms against the backdrop of sadistic pornography as a highly structured, ritualized agency for power and the creation of the â€Å"Other.† The essay will conclude with suggestions for a reduction in social mechanisms of hegemony and the creation of â€Å"otherness,† through an individual reduction in the psychological creation of â€Å"Other.† Christian demonology Christian demonology is an early tactic of the Roman Catholic Church, and a subsequent tactic of the modern-day deliverance-oriented Pentecostal ministries. In the case of demonology, the ecclesiastic power center felt that there was a need to utilize hegemonic tactics by creating a clear enemy in the form of a spirit force given all the qualities abhorred in humans. A clear evil was created for the reduction of deviant behaviors. A study into demonology will render a comprehensive list, given by the Church, of characteristics and activities in humans that create an association or an invocation for a possible demon take-over. Such activities as yoga, martial arts, female prayer gatherings, telepathy, seduction, and divination are all examples of activities that bring about demon possessions in human beings. Often demons are said to be the creators of negative emotions in humans. Many times, the Church would appeal to demonology for the explanation of any perceived deviance in behavior, particularly among women.   The organization (in this case, church) outlines clear behaviors and psychological characteristics deemed as â€Å"offensive† or â€Å"sinful.† The power structure then creates an outside force that has the power to take over the most intimate part of a human being: his/her very soul. The soul is captured by a fictitious being incapable of eradication by the human. In â€Å"The Great Cosmic Mother: Rediscovering the Religion of the Earth† (Monica Sjoo and Barbara Mor), we can see how, through fear tactics, the human being has been placed in a situation of inferiority, and must then appeal to the Church itself for the remedy and the perceived deviance. The female element, the relationship of the human to the all-encompassing reality out there, has become territory of the white male dominating power. The Church, in this fashion, is both the creator and the eradicator of evil, of sin, or of social deviance. Human morality in the Other (the sinner) is created, judged and remedied through the interaction with the power structure. Christian demonology is a clear example of what Stephen Pfohl refers to as â€Å"social control†, stating that â€Å"When effective, social control ritually reduces, expels, or constrains what is other to the dominant organization of power within a specific historical period.† Through the creation of a demon possessive force, Church hegemonies successfully ritualize a categorization of behaving and thinking considered moral, and others that are considered evil, sick, immoral or crazy. This is the creation of deviance. Core rituals and images of demonic social control include the social contract, rational hedonism, and the calculation of pleasure and pain. These are concepts are drawn upon in Stephen Pfohl’s â€Å"Images of Deviance and Social Control.† The social contract, in the case of demonology, there is an implied agreement between the Church and the people, whereby a social order is established. In this sense, people give up some say over particular beliefs, in order to receive the protection of the authoritative body. In this sense, we can see how quickly people are ready to give up rights over action in order to receive a free pass into heaven. Rational hedonism involves an understanding of reality based on the search for pleasure and the avoidance of pain. The calculation of pleasure can be different to differing individuals.   Sexual sadism is an example of this, thus pleasures cannot be judged based on their qualities.   Ritually, the creators of demonology devised an entire host of rituals and images to further enforce the creation of deviance. Exorcism of demons, witch hunts, literature on demons, as well as specific cleansing techniques and remedies should one come in contact with such demons.   (though, again, some discussion of the core images and rituals of this form of social control would be helpful). As you point out, sadism is about domination and humiliation, but Susan Griffin offers a more robust definition of it. This definition involves the (masculine) othering of sexuality, nature, desire, and Eros†¦which, once projected onto the bodies of women, becomes a target of (sadistic) control. Perhaps this process of othering is similar to that you noticed in the demonic perspective. Perhaps, too, the sadistic fear and resulting domination of bodies resembles the medicalization of control over human bodies. Finally, in â€Å"Images of Deviance and Social Control† there are several relevant passages on sadism and these perspectives. See, for example, the closing section of the chapter on the classical perspective and also consider the witch burnings of the demonic perspective. Grade: C+ Please take these comments into consideration and revise the paper. Thank you!! Classical Crminology Classical criminology, an 18th and early 19th century reform to the justice and the prison system, it is associated with authors such as Cesare Beccaria (1738-1794), Jeremy Bentham (1748-1832), Samuel Romilly (1757-1818). These philosophers claimed to be advocates of principles of rights, fairness and due process in place of retribution, arbitrariness and brutality within the justice system. Critics of classical criminology claim that the system was a mere cover-up to the more outright systems of torture of the time, replacing blatant and barbaric control mechanisms with more subtle ones.   Ã¢â‚¬Å"Critical criminologists see in these reforms a tool by which the new industrial order of capitalism was able to maintain class rule through appearing to apply objective and neutral rules of justice rather than obvious and direct class domination through coercion.† A part of classical criminology involves Social Control theory, whereby the process of socialization is furthered, building what is perceived â€Å"self-control† and lessening â€Å"anti-social† behaviors either by direct punishments or by more internal guilt-based controls. The Medicalization of Social Control Medicalization can be defined as â€Å"the process by which non-medical problems come to be defined and treated as if they are medical issues.† Recent times have witnessed an explosion of the medicalization of many areas of human experience and pathology. Alcoholism, emotional problems such as anxiety and depression, and even the experience of menopause in women, have been claimed by the medical community to be areas where an allopathic response is necessary. The dramatic growth in the number of categories of mental illness as explained the various versions of the DSM (diagnostic and statistical manual of mental illness) are primary examples. For instance, the current (DSM-IV) version lists impotence, premature ejaculation, jet lag, and caffeine intoxication as mental illnesses. In this sense, many of the body and mind’s processes are given somatic remedies through Western medical processes and medicines. If we think of our natural bodies and the processes that accompany it, we can see that this is truly our most intimate and personal sphere. In the case example of a woman with menopause, here we can clearly see how the medicalization of a woman’s natural hormonal changes are surrounded in discourses of negativity. Women are made to feel as if something is essentially wrong with them. The medical community can then cash in on these feelings of deviance in women, offering a plethora of remedies at a heavy cost. This process, named by Irvin K. Zola, extended the realm of medicine to formerly non-medical areas of life. In its extreme form, it includes social deviance, and even aging, as medical problems. The medical community, as a hegemony, has extended its discourse of power over into the realms of a person’s natural right to even die, making them feel like death itself is a condition of deviance. In this way, yet again, the individual is placed in an inferior state, stripped of power over their bodies ´ natural tendencies. Simply put, doctors are placed within the hierarchal structure as priests or shamans, the controllers of the power, the ultimate oracles for the human condition and the decision makers regarding our bodies as medicine corners more and more areas of our lives.   The medicalitzation of phenomena also follow ritualistic behavior. In much the same way as a priest tells us how to behave morally in order to avoid damnation, and a psychologist tells us how to behave socially in order to avoid imprisonment, similarly, medical doctors and pharmaceutical companies lay claim on bodies by instructing them how to behave in order to be free from disease. This ritual is based on imagery, which comes to us in the form of the mass media. The mass media represents the motivating ritualization force behind medicalization, whereby viewers are constantly being presented with a list of new diseases and the remedies offered to relieve these problems. Unfortunately, many of the so-called diseases are in fact natural processes in the pathway of life. Rituals of Sadistic Pornography as Related to Power Structure Deeply embedded into each of these three previously outlined power structures is an inherent need for group control. This is a reflection of an individual need for control, and of an inherent dissatisfaction with one’s own self. Nowhere can this be clearer seen than in sadistic pornography. In her book, Pornography and Silence, Susan Griffin eloquently describes the process of control in pornography. There need not be pain transpiring between the two people. The essential element is control and humiliation. One must be in control of the other, and own must humiliate the other in this culture to have power over another is a form of humiliation also objectification is a form of humiliation. We can extend this metaphor towards each of the aforementioned structures, whereby hegemony represents the sadist. A simple look into the definition of the two terms reinforces this belief. Hegemony is defined as the dominance or leadership of one social group or nation over another. A sadist is defined as someone who enjoys inflicting pain over another. The very nature of dominance is the clear intent to subordinate another, and in this lies the need for control as seen in demonology, classical criminology and medicalization. It is also the basic structure for any system, whether capitalism, racism, or religion, whereby one imposes power over another. â€Å"Group-ness† is the nature of humans, as well as many animals. We have the tendency to form groups for emotional and biological well-being. Against this backdrop, it is not to say that the nature of groups is sadistic, and therefore grouping is the problem. It is possible to create groups for social cohesion and working together in a way the supports the rights of the individual. This involves a commitment on the part of each individual to only be responsible for his/her own actions. It requires a deep realization, on a psychological level within the individual, that the creation of â€Å"Otherness† will do nothing but further alienate. In this light, we can begin to heal these destructive social devices through an acceptance of the individual right to have ownership of his/her body and processes as well as modes of behavior and expression. Sources (1) Griffin, Susan. â€Å"Pornography and Silence: Culture’s Revenge Against Nature† (2) Mor, Barbara. Sjoo, Monica. â€Å"The Great Cosmic Mother: Rediscovering the Religion of the Earth† (3) Pfohl, Stephen. â€Å"Images of Deviance and Social Control: A Sociological History† (4) Williams, Patricia. â€Å"The Alchemy of Race and Rights: Diary of a Law Professor† Web Sources: http://en.wikipedia.org/wiki/Neo-classical_school http://www.uta.fi/laitokset/tsph/health/society/medicalisation.html Online Dictionary of the Social Sciences. bitbucket.icaap.org/dict.pl?term=CLASSICAL%20CRIMINOLOGY 7k

Ecstasy Abuse Essay -- essays research papers

Article 1 C) Source of Article: Bureau of Medicine and Surgery Title of Article: Navy Medicine Steps Up to Help Prevent Ecstasy Abuse A)  Ã‚  Ã‚  Ã‚  Ã‚  Talks about how the military is not protected by ecstasy abuse. They may have a zero tolerance mentality about it but that still does not stop people from accessing it. The Navy found a medicine that makes hiding of having the trace of ecstasy on a person harder to hide. They found a better way to detect ecstasy with a certain drug exam that is ahead of technology. Instead if a normal test for amphetamines they found a new agent that can even trace the smallest amount of ecstasy on a person system. This medicine has been tested for the past two years and was tested again before they sent out the troops to go to Afghanistan. Ecstasy symptoms can be decreased facility to regulate sleep and emotions, as well as increase changes in hear attack, stroke and possibility of death. Hopefully this will shorten the amount of people using drugs like ecstasy in any military branch while on task. B)  Ã‚  Ã‚  Ã‚  Ã‚  The authors idea with writing this article is that ecstasy abuse will be eliminated from all military branches. This idea is backed up with what he said about the testing results, â€Å"Navy Medicine also tested the product at the Navy Drug Screening Lab in Jacksonville, Fla., before rolling it out to the troops†. This comment by the author can be interpreted as successful results. Another of the author’s ideas or comments is that he claims to say that ecstasy abuse is rising in all over the country, and that the military should get more involved to stop it. The military is improving ecstasy testing on humans. â€Å"Although the Navy maintains a zero-tolerance position on drug abuse†, this means they are doing their best to stop drug abuse, and they are improving testing methods. Article 2 C) Source of Article: Naval Media Center and Bureau of Naval Personnel Title of Article: From Ecstasy to Agony Author: Capt. John Jemionek and Jo1 Joseph Date: Unknown A)  Ã‚  Ã‚  Ã‚  Ã‚  He gives some of the street names for ecstasy and he calls it the club drug mostly because it is used at raves and such parties. Also goes on to call it the â€Å"safe drug†. Then even more he gets an in depth look of how the drugs looks and that it comes in a capsule about the size of an aspirin in po... ...zing on increased demand for the drug in the United States. Authorities are especially concerned about the role of organized crime in Ecstasy trafficking. Russian mafias have recently forged relationships with European traffickers and begun to dominate the global Ecstasy trade. The profit potential of Ecstasy is huge for such traffickers. Ecstasy tablets can be bought in Amsterdam for as little as 50 cents to $2 each. B)  Ã‚  Ã‚  Ã‚  Ã‚  In this article the writer talks about the urgency that our grate nation has over this simple deadly looking pill. He gives explicit detail in his believed and has insight information about the drug trafficking ways. By some sort f thought the writer believes that the drugs are sponsoring terrorism and that people in the Middle East and Russia use this money to buy weapons. He also talks about the Columbians trafficking ecstasy to the United States. Says that our nation is in great fear of this drug and what it can cause to our society. The writer believes that these drugs are going destroy America little by little by destroying the youth of America. Then with this they can invade the nation and destroy everything that we have built.

Possible that one can fulfill the responsibilities of a professional role while lacking personal integrity

Turn on hit highlighting for speaking browsers by selecting the Enter button Show highlighting Abstract (summary) Transcendentalist One of the basic tenets of the CPA profession is to serve the public interest. Working with the Winchester County Association and the Business Council of Winchester, it took weeks for the task force of about 20 Caps to attend budget hearings and various meetings, well as to pore over the proposed budget. Caps have much to offer working n concert with local governments.Fiscal responsibility is a shared responsibility among all Interested parties the public, the business community, the private sector, and the government. The difference between a tenuous budget situation and a more stable financial environment could very well be the participation of Caps. As a member of the public, and even more so as a CPA, it is his obligation to get involved. Full text Translated text Turn on search term navigation One of the basic tenets of the CPA profession Is to serv e the public Interest.So as New York State struggles with its fiscal woes – along with at least 35 other states that needed to close budget shortfalls as of press time – who better than Caps to try to help at the local level to reduce the budgetary burden on the taxpayer? This is exactly what happened in Westchester County. Members of the Naysayer's Westchester Chapter volunteered to review Westchester County $1. 8 billion budget and offer insight on how the county could reduce a proposed 4. 9% Increase In taxes.Working with the Westchester County Association and the Business Council of Westchester, It kook weeks for thetas force of about 20 Caps to attend budget hearings and various meetings, as well as to pore over the proposed budget. The project was done pro bono, with each of the volunteers dedicating between five and 10 hours to producing an analysis of the budget. The upshot? The county government formally adopted the $1. 8 billion budget, but county taxes Incre ased by 2. 9% Instead of 4. 9%. Did Caps' Involvement In the dialogue have an Impact? I'd Like to think so.This particular case wasn't about setting policy; it was about setting precedent. As the New York Times noted (Jennifer Stealthier, â€Å"New Year but No Relief for Strapped States,† January 5, 2010), state budgets all across discounter are being prepared with the knowledge that the federal stimulus money that was available last year – and kept many states' proverbial heads above water – is now gone. The tide is rising again. Caps as Part of the Process responsibility is a shared responsibility among all interested parties – the public, the business community, the private sector, and the government.Difference between a tenuous budget situation and a more table financial environment could very well be depreciations of Caps. The reality L's that even Caps can't fix a local government's fiscal woes in one budget year. But you can start now. Become a fam iliar face. Introduce yourself to your local elected and government officials. As a member of the public, and even more so, as a CPA, it is your obligation to get involved. Every government needs a watchdog, including local governments. Watchdogs are not adversarial bulldogs, but they're not passive lapdogs, either.With newspapers laying off Journalists by the thousands, taxpayers are in dire need of financial watchdogs who can help them make sense of the government's numbers. This isn't an indictment of the budgeting process performed by our local governments. This is about governments and Caps working together. Caps are the trusted advisors to businesses that range from the comer newsstand to global corporations. And while businesses are a different animal from governments, there are certainly some similarities, which means that Caps can lend their expertise in an advisory capacity.The federal government, and most states, are in a budgetary crisis. Elected and governmental officia ls are being forced to choose between raising taxes and cutting services. They should have more options. And perhaps they would have those options if more citizens were involved in the budgetary process – especially Caps. Sidebar Who better than CRASS to try to help at the local level to reduce the budgetary burden on the taxpayer?

Kayem Foods, Inc

Executive Summary Problem/Issues Matt Monkiewicz, director of marketing for Kayem Foods, Inc. , is challenged with a decision pertaining to a small but fast growing product, Al Fresco chicken sausage. The product has become a brand leader in its market niche, and means on how to promote the product is in question. A â€Å"buzz† marketing campaign was recently used, and while the company did increase in sales, there is no way to directly calculate the effect the campaign had on the product. Mr. Monkiewicz would like to continue to use the â€Å"buzz† marketing approach, but supermarket executives and food distributers are unwilling to increase buying and support for the brand. They do not believe that this small marketing campaign is solid enough to increase buyer recognition and increase sales. Customers have remarked that the product is hard to find in stores, and some cannot find it entirely and have to visit other locations. Analysis The sausage market, while growing, has several competitors who dominate the market. Al Fresco chicken sausage has become the number one brand in its market niche, but buyer power is high due to the low price and similarity of the product. Kayem Foods Inc has primarily sold through supermarkets and other retail food stores in the Northeast. In the last two years, it had made a concerted effort to obtain distribution in the Midwest and the Southeast. Kayem has two different communication needs. First, they need to convince retailers that their product has a stable top of the market demand, and that current pricing creates a large profit potential. This objective can be achieved by devoting money to print advertisements in food magazines, and by allocating money to trade advertisements which depict the success the company has currently seen with the Al Fresco product Monkiewicz used Al Fresco’s high recent sales increases to secure an $185,000 advertising budget for FY 2006. His perceived marketing options include spending $75-72,000 on another Buzz campaign, which supermarket executives do not believe is an adequate marketing campaign for the product. Another possibility is running trade advertisements to entice more retailers to sell Fresco’s chicken sausage (minimum cost of $80,000). The company has evaluated the possibility running no less than 2 or 3 print ads in specialty food magazines; this would be a cheap way to get circulation to the target market. A final alternative would distribute consumer price-off coupons at a minimum cost of $90,000. On top of the advertising venues chosen, an informative website that provided, product history, flavors, recipes, and product locations would be beneficial Recommendations Kayem Foods, Inc. should use the budgeted $185,000 promotional dollars to run a series of â€Å"trade advertisements† that would cost $80,000. They should also run two ads in both Food and Wine and Cooking Light food specialty magazines which would cost $39,765 and $57,840 and would be seen by 5. 4 million people. They should also launch an informational website that would help build product awareness. Use of these three advertising avenues helps resolve the problems the Al Fresco brand currently faces; a new, largely unknown brand to consumers, supermarket managers have been reluctant to offer the brand considerable, if any shelf space due to doubts of stable demand. Problems/Issues Matt Monkiewicz, director of marketing for Kayem Foods, Inc. , is challenged with a decision pertaining to a small but fast growing product, Al Fresco chicken sausage. This product, though small, has become the number-one brand in its niche market. The company had recently implemented a â€Å"buzz† marketing campaign for the product. This is a unique technique for using a word-of-mouth advertising venue. Monkiewicz did not initially have a substantial marketing budget adequate enough to make a substantial impact using traditional media. â€Å"Buzz† marketing, gave him means to promote the rand on a small budget but still have an impact on his target market. According to ACNielsen, Al Fresco had become the number one-selling branded chicken sausage in the United States by late July 2004. However, it was not clear whether this was due to the buzz campaign or to other marketing activities implemented by the firm. Prior to the campaign, the brand had developed substantial m omentum with a minimum of advertising support. Also, during the campaign period the sales force had made a special effort and offered special discounts and allowances to obtain new distribution. The sales increase by the brand was very impressive, but it was not clear how much more growth Kayem could expect from this rather unusual marketing tactic. Monkiewicz explained that it would be a challenge to sustain the growth and increase market share with such a limited marketing budget. Even with substantial growth of the product, the company has continued problems with supermarket executives and food distributers still unwilling to increase buying and support for the brand. They do not believe that this small marketing campaign is solid enough to increase buyer recognition and increase sales. This placed a major dilemma for Kayem Foods, and Al Fresco. They would like to continue to use the â€Å"buzz† marketing approach, but there is no way to justify and link the increase in sales with the campaign. The big issue now is getting supermarket executives and distributers to be confident with the product to increase shelf space and brand recognition. This is very important because seventy-two percent of the BzzAgents reported that they had had difficulty finding the product in the supermarket. This meant that they had to either ask the store manager for the product or go to a different store. Twenty-three percent were never able to find the product. Monkiewicz has two weeks to decide how to implement an upcoming market strategy for the product. He would like to implement another â€Å"buzz† marketing campaign in 2005, but since this strategy is not wielded well by supermarket executives, he has to look at other venues. Some alternatives he could look to with the advertising budget include; limited magazine advertising, consumer coupons, or more point-of-purchase material. Monkiewicz has also considered an advertising campaign in supermarket trade magazines aimed at retail food buyers and merchandising executives. Situation Analysis 5 Forces Upon reviewing the five forces model for Al Fresco, it is noted that competition is pretty high in the industry. Total category sales for the chicken sausage segment were about $75 million per year. The market is growing at about 12 percent a year. This is a growing market, with a few large brands, and rivalry is high. Al Fresco possesses a small 5. 3 percent of the market in the New England area. Because the chicken sausage category is small, it is difficult to obtain many specifics about competition. Buyer power is moderate to high, due to the fact of low switching cost and ease of access to the product. Buyers can be brand loyal, which is a benefit to some companies in the industry. Tying in with the high buyer power is a high power of substitutes. Consumers on average spend $16. 95 annually per year in the target market, when compared to the food industry is not very much. The sausage market can be seasonal, with price promotions and coupon discounts during these periods can be very high. This can lead to shelf space being a big factor, because if a consumer cannot find their desired product, they can easily purchase a similar product for a similar price. Barrier to entry is low in the market due to the fact of establishing a high quality product at a reasonable price with good shelf space and advertising. Supplier power is also low due to the fact that the low priced products in the industry are located in all major grocery stores. S. W. O. T. Strengths In 1999 Kayem introduced the Al Fresco brand. The firm believed if they could have a well-recognized â€Å"demand brand,† it could potentially obtain higher prices and better margins and open doors in new markets. By late July 2004, Al Fresco had become the number one-selling branded chicken sausage in the United States. The product was offered with high quality, healthy attributes, freshness, and distinctive flavors. Al Fresco chicken sausage has 75 percent less fat than traditional pork sausage and is available in seven flavors. Sales have increased significantly for Al Fresco chicken sausage. In September of 2003 they posted sales of $197,000 and in October of 2004 that number rose to $575,000. Weaknesses Though Al Fresco has been prosperous in recent years, Kayem’s profit margins have been eroding. Gross margin for the company had been declining for several years due to supermarkets gaining â€Å"power† through consolidation and demands for greater discounts and promotional allowances from suppliers. With this, Al Fresco has been asked for more price- oriented promotions. This could be a possible benefit for the company, but would cost about $90,000 to be effective. The target market for Al Fresco chicken sausage is the 25- to 54-year-old woman who was health conscious. This is a good niche market, but it makes Al Fresco cater to this niche instead of advertising to an entire population. Opportunities Kayem Foods Inc has primarily sold through supermarkets and other retail food stores in the Northeast. In the last two years, it had made a concerted effort to obtain distribution in the Midwest and the Southeast. This market expansion could lead to vast growth for the company if it takes hold of market share in these regions. The chicken sausage segment is small, with category sales about $75 million per year, but the market is growing at about 12 percent a year. With the new prospective advertising campaign, Al Fresco has potential to capture additional market share. Since sales of Al Fresco had been increasing significantly, the advertising budget was increased to $185,000 for fiscal year 2006 (March 1, 2005-February 28, 2006). This allows Monkiewicz with new possibilities for advertising and reaching a broader customer base. The company should use this to increase demand from supermarket executives, to provide better shelf space for the product. Monkiewicz would like to continue to use the â€Å"buzz† marketing campaign. Rob Walker wrote an article in the New York Times, explaining how effective this campaign was. Appendix) One agent related. †I told everyone that they were low in fat and so much better than pork sausages. †Ã‚  The article relates how effective â€Å"word of mouth† advertising can be. Threats Al Fresco has faced a few problems along the way. During their â€Å"buzz† marketing campaign, seventy-two percent of the agents reported that they had had difficulty finding the product, while twenty-three percent were never able to find the product. This is unacceptable in the marketplace and Al Fresco must convince the supermarkets to carry the product, and give it adequate shelf space. Though Monkiewicz liked the â€Å"buzz† campaign, it was hard to track and justify just how effective an advertising campaign it was. This is threatening, because supermarket executives are timid to demand the product if this is the only kind of advertising the company partakes in. Sausage Market Consumers of sausage products spanned all national regions and income levels. Accordingly, the sausage products where used for both main entree’s and complements to other center-plate dishes for all three main meals of a day. Retail sales of all sausages tallied $2. billion in 2003. This total includes Al Fresco’s product segment, specialty sausage, which had a 20%, or $4. 8 million in sales, and was currently the fastest growing segment. Increased sales were linked with a shift in consumer preference for differentiated products that added a variety to their menus, or were lower in fat content. Concurrently, Al Fresco’s chicken sausage was part of a market segment of low-fat/lean sausages which made up 19% of all sausage sales. Communication strategy Kayem has two different communication needs. First, they need to convince etailers that their product has a stable top of the market demand, and that current pricing creates a large profit potential. This objective can be achieved by devoting money to print advertisements in food magazines, and by allocating money to trade advertisements which depict the success the company has currently seen with the Al Fresco product. Ads in food magazines will also help achieve the second communication goal, stimulating primary demand in consumers, by introducing them to not only a new product segment, but the most popular product in that market. Supermarket executives have recommended that Kayem advertise in specialty food magazines. Through this type of method consumers should be encouraged to deepen brand loyalty. Due to the niche market of chicken sausage, consumers may not need a sales promotion as often as in larger, saturated market segments. Running advertisements in specialty magazines allows a company to easily target desired geographic and demographic segments. Magazine ads are thought to have both high credibility and prestige. Plus, this method of marketing has a longer life span than many other mediums (TV, radio, telephone). In essence, though Kayem would be out the entire expense of running advertisements in the current fiscal year, sales spurred by these investments may be realized in months or even years to come. Out of the possible types of advertising goals, the persuasive approach is most in line with both Kayem’s marketing goals and the potential customers reading cuisine magazines. The company can create liking, preference, and conviction for readers to buy their sausage by highlighting its flavor, freshness, and more importantly healthy composition in comparison to other sausage alternatives. They currently have very low brand awareness which could be alleviated with vast advertising campaigns. This method also works best when consumers are processing the advertisement in a detailed, analytical mode. This description fully fits the reader of a food magazine who is seeking new recipes and/or foods. Point-of-purchase (P-O-P) communication is not the most effective use of Kayem’s promotional money at this time. The company’s current dilemma involves convincing more retailers to buy/stock their item on shelves. This problem should be tackled before the same retailers are asked about in-store promotions. Analysis of Alternatives Monkiewicz used Al Fresco’s high recent sales increases to secure an $185,000 advertising budget for FY 2006. His perceived marketing options include spending $75-72,000 on another Buzz campaign, running trade advertisements to entice more retailers to sell Fresco’s chicken sausage (minimum cost of $80,000), running no less than 2 or 3 print ads in specialty food magazines, and distributing consumer price-off coupons at a minimum cost of $90,000. Monkiewicz must decide if BzzAgent’s previous campaign generated enough sales to warrant spending an additional $75,000 on a second campaign in FY 2006. Due to other promotional activities that occurred simultaneously with the first campaign he is unable to determine how many incremental sales the program created. Kayem’s own sales representatives claimed that they were unable to get additional placements or expanded shelf space due to the buzz campaign alone. The cost per â€Å"buzz† (conversation/ activity involving Al Fresco) was calculated to be almost $4. 24. The new campaign would have a unit breakeven of 62,500 packages. While this advertising approach does disseminate relevant literature there remains no clear way to track generated sales. Growing negative market sentiments of BzzAgent’s techniques may also hurt the image of the company if consumers become aware that they use this form of advertising. Another drawback is the fact that Kayem must rely on unpaid employees of another firm to handle their promotions. A second option costing at least $80,000, involves Kayem running a series of â€Å"trade advertisements† directed at convincing retailers that their chicken sausage is in high demand and can be sold with high profit margins. This alternative has a unit breakeven of 66,667 units. Although past efforts have lacked the intended success, Kayem must address the limited availability of their product. Producing the leading brand of a product in a market segment which has quickly expanded gives them better financial support when approaching retailers than before. The option of distributing consumer price-off coupons was mentioned by both Al Fresco’s sales force and certain supermarket managers. The supermarket managers would still receive full retail selling price, but the Kayem would be cutting their profit margin on each package bought with a coupon. The unit breakeven of this promotion would be 75,000 packages. The product is competitively priced with other chicken sausage products according to a survey of the Boston-area supermarkets. Another draw-back to offering price reductions is in conflicts with Kayem’s desire to keep margins high to off-set their lower profit lines. A final promotional route Kayem could choose involves running advertisements in specialty food magazines. This approach covers a large geographic area, connects to the targeted demographic profile, and has a longer life than most of media avenues. Various costs for ads covering a full, half, or quarter of a page for three different magazines is accompanied by number of circulations in the appendix. Kayem’s managers believe that no fewer than 2 or 3 ads would be needed to have any positive effect on sales. There are many new opportunities opening in the advertising venue for Al Fresco due to the increased budget. Two big issues the company faces are product awareness, and knowledge of where the product is available for purchase. With the Internet becoming more and more common place, a simple website would be a possible alternative for Al Fresco. The site would offer history of the product, types of product, recipes to go with the sausage, and locations were the sausage may be purchased. Any advertising that is done; the name of the website could be placed on the advertisement. It is assumed that a start up fee cost for a simple informative website would be $4,000 and yearly upkeep would be an additional $3,000. Recommendations/Implementation Kayem Foods, Inc. should use the budgeted 185,000 promotional dollars to run a series of â€Å"trade advertisements†, 2 ads in both Food and Wine and Cooking Light food specialty magazines, and launch an informative website. Use of these three advertising avenues helps resolve the problems the Al Fresco brand currently faces; a new, largely unknown brand to consumers, supermarket managers have been reluctant to offer the brand considerable, if any shelf space due to doubts of stable demand. Due to budget constraints, the placement of two 1/4 four-color advertisements in both food specialty magazines is the cheapest way to increase broad brand awareness in the target market. An estimated 5. 2 million ads will be circulated at an estimated cost of $18. 7 per 1,000 viewers. This is by far a cheaper avenue to reach potential customers than another â€Å"buzz† campaign (appendix). The ads should highlight the freshness and natural, healthy composition of Al Fresco’s chicken sausage, and should include the statements, â€Å"#1 Selling, Healthy, All-Natural Choice† and â€Å"Ask for It at Your Local Supermarket†. Thes e advertisements will not only increase selective demand, an approach that attempts to highlight a specific brand’s competitive advantage in the face of many substitutions, but will also spur a deepening in brand loyalty. By using a persuasive advertising approach these placements will lead to higher preference, liking, and conviction of Al Fresco’s chicken sausage flavors by consumers because they will be processing the ads in a detailed, analytical mode. Placing these ads in food magazines gives Kayem the opportunity to place their product in the minds of consumers actively searching for new products/ recipes, thus initiating new sales from experimenting, health conscience, or even allergenic consumers. Secondly, supermarket executives have said such an advertisement campaign is needed to create the stable demand required to prompt initial purchases and shelving of Al Fresco’s chicken sausage. Increasing the pressure on retailers to adopt and sell Al Fresco’s products can be supplemented by running a series of â€Å"trade advertisements†. These ads will highlight the specialty and low-fat sausage market segment’s growing sales numbers, and Al Fresco’s personal commitment to faithfully market their products. High profit margins and placement at the top of the segment market are also key points that must be received by retailing executives. As mentioned by Monkiewicz, $80,000 will be needed to successfully implement this advertising campaign. The remaining budget dollars will be used to launch and maintain an informational website specifically aimed at providing product awareness to customers. In today’s day and age, the internet is becoming more resourceful. With Al Fresco’s increased advertising over the next year, they can add they website URL to the ads for free publicity to the website. The website would be simple, offering product history, flavors and recipes, and locations were the product is available. APPENDIX |BREAKEVENS | | | | | | | | | | | |$1. 0 contribution margin per pound, typical package (unit) size= . 75 pounds, SO, $1. 20 contribution margin/package | | | | | | | |OPTIONS | | | | | |1. Bzz campaign @ cost $75-72,000 | | | | |75,000/1. 2 = 62,500 Breakeven in units | | | | | | | | | | |2. Series of â€Å"Trade Advertisements† @ cost $80,000 | | | |80,000/1. 2 = 66,667 Breakeven in units | | | | | | | | | | |3. Consumer Price-off Coupons @ cost 90,000 | | | |90,000/1. 2 = 75,000 Breakeven in units | | | | | | | | | | |4. Ads in specialty magazines | | | | |MEDIA COST AND CIRCULATION FOR MAGAZINES | | | | | | | | | | |Circulation |Cost of Full Page |1/2 Page |1/4 Page | |Better Homes and Gardens |7,600,000 | $ 359,000 | $ 215,400. 0 | $ 107,700 | |Food and Wine |900,000 | $ 66,275 | $ 39,765. 0 | $ 19,883 | |Cooking Light |1,700,000 | $ 96,400 | $ 57,840. | $ 28,920 | | | | | | | | | | | | | |$185,000 Proposed Budget | | | | |Circulation |Price | | | | |1. 8 million |$39,765 |(2) 1/4 Page ads in Food & Wine | |3. million |$57,840 |(2) 1/4 Page ads in Cooking Light | |5. 2 million |$97,605 |Total | | | |   |$80,000 |Cost of Trade Advertising | | | |$177,605 | | | | | |$7,000 |Launch and Maintenance of Website | |$184,605 |Total Advertising Budget | | | | | | | | |*Cost of magazine ads $97,605 with an estimated 5. 2 million circulation = $18. 77 per estimated 1,000 viewers | |*While Cooking Light has a lower cost-per-thousand | |the difference is not significant enough to offset the potential | |increased reach of running advertisements in Food and Wine simultaneously. | Buzz Mkt | | | | | | |2000 agents | | |Conversation Locations | | | |3 coupons for free package | | |Place |Percent | | |10 $1 off coupons when purchasing 2 packages | | |Home |41% | 5,807| | | | |Social Location |16% | 2,266| |goal each agent talks to 10 people = 20,000 people | |Work |15% | 2,125| | | | |Grocery Store |10% | 1,416| |758 agents filed reports | | |Other |18% | 2,550| |1,647 BzzReports completed, 8,470 buzz hits | | | | | | |1 report = 8. 6 conversations or activities about Al Fresco | | | | | |8. 6 x 1647 = 14,164 buzz hits (revised) | | |14,164 | | | | | | | | | | |Reedeming coupons 6000 free package coupons | | | | | |at 4. 9 = $26,940 | | | | | | | | | | | | | |20000 $1 off coupons = $20,000 | | | | | | | | | | | | | |Total cost of full redemption = $36,940 | | | | | | |$47,000 + 46,940 = $93,940 Potential Total Cost of Bzz campaign | | | | |Estimate | | | | | | |Total cost $ 60,000/ 14,164 = 4. 361 | | | | | | |An estimated $4. 24 spent for each conversation/activity | | | | | |stemming from Bzz regarding Al Fresco | | | | | | |CHICKEN SAUSAGE MARKET | | | | | | |FY 2006 |FY 2007 | |$75,000,000 |$84,000,000 |$94,080,000 | Sources

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Should America Police the Worl essays There are two clearly defined sides to this question. One side would like to see America take a state of neutrality when it comes to overseas intervention. This side includes the anti-war protestors and critics questioning the recent war on Iraq. They say that America should let other countries worry about their own problems, because Americans already have enough problems to agonize over. Since America is the only superpower left in the world they have a responsibility to keep the peace, which calls for them to play the role of the worlds police force. This leads to the other side of the question, where war-supporters argue that if America doesnt step up to the plate to control evil tyrants, then who will? In the past, there have been international organizations that have tried to promote world peace and patrol the world. For example, the League of Nations was a dismal failure and currently the United Nations is not much better. Its hard to take seriously a federation of countries whose human rights commission is chaired by Libya and whose disarmament commission will soon be chaired by Iraq. So who does that leave to be the worlds police force? Argentina? Bolivia? Cameroon? The answer is pretty obvious. It is the country with the most vibrant economy, the most passionate devotion to liberty, and the most powerful military. The only nation capable of incorporating all of the above requirements is the United States of America. The United States is the only power that can handle a showdown in the Persian Gulf, mount the kind of force that is needed to protect Saudi Arabia, and deter a crisis in the Taiwan Strait. Do we really want that job? For the past fifty years, Americans were told that policing the world was a strategic and moral obligation. They were told that they were saving the world from communism and defending their own national security. Now with the defeat of communism, with the exception of ...

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