HEALTH INSURANCE SECTOR IN INDIA: CURRENT SCENARIO Essay

1.1 Introduction: Health and health care need to be distinguished from each other for no better reason than that the former is often incorrectly seen as a direct function of the latter. Heath is clearly not the mere absence of disease. Good Health confers on a person or groups freedom from illness – and the ability to realize one’s potential. Health is therefore best understood as the indispensable basis for defining a person’s sense of well being. The health of populations is a distinct key issue in public policy discourse in every mature society often determining the deployment of huge society. They include its cultural understanding of ill health and well-being, extent of socio-economic disparities, reach of health services and quality and costs of care. and current bio-mcdical understanding about health and illness. Health care covers not merely medical care but also all aspects pro preventive care too. Nor can it be limited to care rendered by or financed out of public expenditure- within the government sector alone but must  include incentives and disincentives for self care and care paid for by private citizens to get over ill health. Where, as in India, private out-of-pocket expenditure dominates the cost financing health care, the effects are bound t be regressive. Heath care at its essential core is widely recognized to be a public good. Its demand and supply cannot therefore, be left to be regulated solely by the invisible had of the market. Nor can it be established on considerations of utility maximizing conduct alone.1 Health insurance in a narrow sense would be ‘an individual or group purchasing health care coverage in advance by paying a fee called premium.’ In its broader sense, it would be any arrangement that helps to defer, delay, reduce or altogether avoid payment for health care incurred by individuals and households. Given the appropriateness of this definition in the Indian context, this is the definition, we would adopt. The health insurance market in India is very limited covering about 10% of the total population. 1.2 Hypothesis: The Researcher assumes that all projections of health care in India must in the end rest on the overall changes in its political economy – on progress made in poverty mitigation (health care to the poor) in reduction of inequalities (health inequalities affecting access/quality’), in generation of employment /income streams (to facilitate capacity to pay and to accept individual responsibility for one’s health ) in public information and development communication (to promote preventive self care and risk reduction by conducive life styles ) and in personal life style changes. 1.3 Research Methodology: In this endeavour, both primary and secondary sources of data have been used to prepare the present paper. Further, it must be noted that the present paper discusses in detail the Indian position in this regard. 1.4 Object : The purpose of this paper is to study the Situation exists in a scenario where health care is financed through general tax revenue, community financing, out of pocket payment and social and private health insurance schemes. 1.5 Scope : The Scope this Research is limited to the extent of Indian position in this regard, while ignoring the foreign Scope. Chapter-2 Health Insurance: Health insurance in a narrow sense would be ‘an individual or group purchasing health care coverage in advance by paying a fee called premium.’ In its broader sense, it would be any arrangement that helps to defer, delay, reduce or altogether avoid payment for health care incurred by individuals and households. Given the appropriateness of this definition in the Indian context, this is the definition, we would adopt. The health insurance market in India is very limited covering about 10% of the total population2. The existing schemes can be categorized as: (1) Voluntary health insurance schemes or private-for-profit schemes; (2) Employer-based schemes; (3) Insurance offered by NGOs / community based health insurance, and (4) Mandatory health insurance schemes or government run schemes(namely ESIS, CGHS).3 2.1 Voluntary health insurance schemes or private-for-profit schemes: In private insurance, buyers are willing to pay premium to an insurance company that pools people with similar risks and insures them for health expenses. The key distinction is that the premiums are set at a level, which provides a profit to third party and provider institutions. Premiums are based on an assessment of the risk status of the consumer (or of the group of employees) and the level of benefits provided, rather than as a proportion of the consumer’s income. 4 In the public sector, the General Insurance Corporation (GIC) and its four subsidiary companies (National Insurance Corporation, New India Assurance Company, Oriental Insurance Company and United Insurance Company) and the Life Insurance Corporation (LIC) of India provide voluntary insurance  schemes. The Life Insurance Corporation offers Ashadeep Plan II and Jeevan Asha Plan II. The General Insurance Corporation offers Personal Accident policy, Jan Arogya policy, Raj Rajeshwari policy, Mediclaim policy, Overseas Mediclaim policy, Cancer Insurance policy, Bhavishya Arogya policy and Dreaded Disease policy (Srivastava 1999 as quoted in Bhat R & Malvankar D, 2000) Of the various schemes offered, Mediclaim is the main product of the GIC. The Medical Insurance Scheme or Mediclaim was introduced in November 1986 and it covers individuals and groups with persons aged 5 – 80 yrs. Children (3 months – 5 yrs) are covered with their parents. This scheme provides for reimbursement of medical expenses (now offers cashless scheme) by an individual towards hospitalization and domiciliary hospitalization as per the sum insured. There are exclusions and pre-existing disease clauses. Premiums are calculated based on age and the sum insured, which in turn varies from Rs 15 000 to Rs 5 00 000. In 1995/96 about half a million Mediclaim policies were issued with about 1.8 million beneficiaries (Krause Patrick 2000). The coverage for the year 2000-01 was around 7.2 million. Another scheme, namely the Jan Arogya Bima policy specifically targets the poor population groups. It also covers reimbursement of hospitalization costs up to Rs 5 000 annually for an individual premium of Rs 100 a year. The same exclusion mechanisms apply for this scheme as those under the Mediclaim policy. A family discount of 30% is granted, but there is no group discount or agent commission. However, like the Mediclaim, this policy too has had only limited success. The Jan Arogya Bima Scheme had only covered 400 000 individuals by 1997. The year 1999 marked the beginning of a new era for health insurance in the Indian context. With the passing of the Insurance Regulatory Development Authority Bill (IRDA) the insurance sector was opened to private and foreign participation, thereby paving the way for the entry of private health insurance companies. The Bill also facilitated the establishment of an authority to protect the interests of the insurance holders by regulating, promoting and ensuring orderly growth of the insurance industry. The bill allows foreign promoters to hold paid up capital of up to 26 percent in an Indian company and requires them to have a capital of Rs 100 crore along with a business plan to begin its operations.Currently, a few companies such as Bajaj Alliance, ICICI, Royal Sundaram, and Cholamandalam among others are offering health insurance schemes. The nature of schemes offered by these companies is described briefly.5 Bajaj Allianz: Bajaj Allianz offers three health insurance schemes namely, Health Guard, Critical Illness Policy and Hospital Cash Daily Allowance Policy. – The Health Guard scheme is available to those aged 5 to 75 years (not allowing entry for those over 55 years of age), with the sum assured ranging from Rs 100 0000 to 500 000. It offers cashless benefit and medical reimbursement for hospitalization expenses (preand post-hospitalization) at various hospitals across India (subject to exclusions and conditions). In case the member opts for hospitals besides the empanelled ones, the expenses incurred by him are reimbursed within 14 working days from submission of all the documents. While pre-existing diseases are excluded at the time of taking the policy, they are covered from the 5th year onwards if the policy is continuously renewed for four years and the same has been declared while taking the policy for the first time. Other discounts and benefits like tax exemption, health check-up at end of four claims free year, etc. can be availed of by the insured. – The Critical Illness policy pays benefits in case the insured is diagnosed as suffering from any of the listed critical events and survives for minimum of 30 days from the date of diagnosis. The illnesses covered include: first heart attack; Coronary artery disease requiring surgery: stroke; cancer; kidney failure; major organ transplantation; multiple sclerosis; surgery on aorta; primary pulmonary arterial hypertension, and paralysis. While exclusion clauses apply, premium rates are competitive and high-sum insurance can be opted for by the insured. – The Hospital Cash Daily Allowance Policy provides cash benefit for each and every completed day of hospitalization, due to sickness or accident. The amount payable per day is dependant on the selected scheme. Dependant spouse  and children (aged 3 months – 21years) can also be covered under the Policy. The benefits payable to the dependants are linked to that of insured. The Policy pays for a maximum single hospitalization period of 30 days and an overall hospitalization period of 30/60 completed days per policy period per person regardless of the number of confinements to hospital/nursing home per policy period. ICICI Lombard: ICICI Lombard offers Group Health Insurance Policy. This policy is available to those aged 5 – 80 years, (with children being covered with their parents) and is given to corporate bodies, institutions, and associations. The sum insured is minimum Rs 15 000/- and a maximum of Rs 500 000/-. The premium chargeable depends upon the age of the person and the sum insured selected. A slab wise group discount is admissible if the group size exceeds 100. The policy covers reimbursement of hospitalization expenses incurred for diseases contracted or injuries sustained in India. Medical expenses up to 30 days for Pre-hospitalization and up to 60 days for post-hospitalization are also admissible. Exclusion clauses apply. Moreover, favourable claims experience is recognized by discount and conversely, unfavourableclaims experience attracts loading on renewal premium. On payment of additional premium, the policy can be extended to cover maternity benefits, pre-existing diseases, and reimbursement of cost of health check-up after four consecutive claims-free years. Royal Sundaram Group: The Shakthi Health Shield policy offered by the Royal Sundaram group can be availed by members of the women’s group, their spouses and dependent children. No age limits apply. The premium for adults aged up to 45 years is Rs 125 per year, for those aged more than 45 years is Rs 175 per year. Children are covered at Rs 65 per year. Under this policy, hospital benefits up to Rs 7 000 per annum can be availed, with a limit per claim of Rs 5 000. Other benefits include maternity benefit of Rs 3 000 subject to waiting period of nine months after first enrolment and for first two children only. Exclusion clauses apply (Ranson K & Jowett M, 2003) Cholamandalam General Insurance: The benefits offered (in association with the Paramount Health Care, a re-insurer) in case of an illness or accident resulting in hospitalization, are cash-free hospitalization in more than 1  400 hospitals across India, reimbursement of the expenses during pre- hospitalization (60 days prior to hospitalization) and post- hospitalization (90 days after discharge) stages of treatment. Over 130 minor surgeries that require less than 24 hours hospitalization under day care procedure are also covered. Extra health covers like general health and eye examination, local ambulance service, hospital daily allowance, and 24 hours assistance can be availed of. Exclusion clauses apply. Employer-based schemes. Employers in both the public and private sector offers employer-based insurance schemes through their own employer-managed facilities by way of lump sum payments, reimbursement of employee’s health expenditure for outpatient care and hospitalization, fixed medical allowance, monthly or annual irrespective of actual expenses, or covering them under the group health insurance policy. The railways, defence and security forces, plantations sector and mining sector provide medical services and / or benefits to its own employees. The population coverage under these schemes is minimal, about 30-50 million people. 2.2 Insurance offered by NGOs / community-based health insurance: Community-based funds refer to schemes where members prepay a set amount each year for specified services. The premia are usually flat rate (not income-related) and therefore not progressive. Making profit is not the purpose of these funds, but rather improving access to services. Often there is a problem with adverse selection because of a large number of high-risk members, since premiums are not based on assessment of individual risk status. Exemptions may be adopted as a means of assisting the poor, but this will also have adverse effect on the ability of the insurance fund to meet the cost of benefits.6 Community-based schemes are typically targeted at poorer populations living in communities, in which they are involved in defining contribution level and collecting mechanisms, defining the content of the benefit package, and / or allocating the schemes, financial resources (International Labour Office Universities Programme 2002 as quoted in Ranson K & Acharya A, 2003). Such schemes are generally run by trust hospitals or nongovernmental organizations (NGOs). The benefits offered are mainly in terms of preventive care, though ambulatory and in-patient care is also covered. Such schemes tend to be financed through patient collection, government grants and donations. Increasingly in India, CBHI schemes are negotiating with the forprofit insurers for the purchase of custom designed group insurance policies. However, the coverage of such schemes is low, covering about 30-50 million (Bhat, 1999). A review by Bennett, Cresse et al. (as quoted in Ranson K & Acharya A, 2003) indicates that many community-based insurance schemes suffer from poor design and management, fail to include the poorest-of-thepoor, have low membership and require extensive financial support. Other issues relate to sustainability and replication of such schemes. Some examples of community-based health insurance schemes are discussed herein: Self-Employed Women’s Association (SEWA), Gujarat: This scheme established in 1992, provides health, life and assets insurance to women working in the informal sector and their families. The enrolment in the year 2002 was 93 000. This scheme operates in collaboration with the National Insurance Company (NIC). Under SEWA’s most popular policy, a premium of Rs 85 per individual is paid by the woman for life, health and assets insurance. At an additional payment of Rs 55, her husband too can be covered. Rs 20 per member is then paid to the National Insurance Company (NIC) which provides coverage to a maximum of Rs 2 000 per person per year for hospitalization. After being hospitalized at a hospital of one’s choice (public or private), the insurance claim is submitted to SEWA. The responsibility for enrolment of members, for processing and approving of claims rests with SEWA. NIC in turn receives premiums from SEWA annually and pays them a lumpsum on a monthly basis for all claims reimbursed. The Action for Community Organization, Rehabilitation and Development (ACCORD): Nilgiris, Tamil Nadu was established in 1991. Around 13 000 Adivasis (tribals) are covered under a group policy purchased from New India Assurance. Another scheme located in Tamil Nadu is Kadamalai Kalanjia Vattara Sangam (KKVS): Madurai. This was established in 2000 and covers members of women’s self-help groups and their families. Its enrolment in 2002 was around 5 710, with the KKVS functioning as a third party insurer. The Voluntary Health Services (VHS): Chennai, Tamil Nadu was established in 1963. It offers sliding premium with free care to the poorest. The benefits include discounted rates on both outpatient and inpatient care, with the VHS functioning as both insurer and health care provider. In 1995, its membership was 124 715. However, this scheme suffers from low levels of cost recovery due to problems of adverse selection. 2.3 Social Insurance or mandatory health insurance schemes or government run schemes (namely the ESIS, CGHS): Social insurance is an earmarked fund set up by government with explicit benefits in return for payment. It is usually compulsory for certain groups in the population and the premiums are determined by income (and hence ability to pay) rather than related to health risk. The benefit packages are standardized and contributions are earmarked for spending on health services The government-run schemes include the Central Government Health Scheme (CGHS) and the Employees State Insurance Scheme (ESIS). Central Government Health Scheme (CGHS): Since 1954, all employees of the Central Government (present and retired); some autonomous and semi-government organizations, MPs, judges, freedom fighters and journalists are covered under the Central Government Health Scheme (CGHS). This scheme was designed to replace the cumbersome and expensive system of reimbursements (GOI, 1994). It aims at providing comprehensive medical care to the Central Government employees and the benefits offered include all outpatient facilities, and preventive and promotive care in dispensaries. Inpatient facilities in government hospitals and approved private hospitals are also covered. This scheme is mainly funded through Central Government funds, with premiums ranging from Rs 15 to Rs 150 per month based on salary scales. The coverage of this scheme has grown substantially with provision  for the non-allopathic systems of medicine as well as for allopathy. Beneficiaries at this moment are around 432 000, spread across 22 cities. The CGHS has been criticized from the point of view of quality and accessibility. Subscribers have complained of high out-of-pocket expenses due to slow reimbursement and incomplete coverage for private health care (as only 80% of cost is reimbursed if referral is made to private facility when such facilities are not available with the CGHS).7 Employee and State Insurance Scheme (ESIS): The enactment of the Employees State Insurance Act in 1948 led to formulation of the Employees State Insurance Scheme. This scheme provides protection to employees against loss of wages due to inability to work due to sickness, maternity, disability and death due to employment injury. It offers medical and cash benefits, preventive and promotive care and health education. Medical care is also provided to employees and their family members without fee for service. Originally, the ESIS scheme covered all power-using non-seasonal factories employing 10 or more people. Later, it was extended to cover employees working in all non-power using factories with 20 or more persons. While persons working in mines and plantations, or an organization offering health benefits as good as or better than ESIS, are specifically excluded. Service establishments like shops, hotels, restaurants, cinema houses, road transport and news papers printing are now covered. The monthly wage limit for enrolment in the ESIS is Rs. 6 500, with a prepayment contribution in the form of a payroll tax of 1.75% by employees, 4.75% of employees’ wages to be paid by the employers, and 12.5% of the total expenses are borne by the state governments. The number of beneficiaries is over 33 million spread over 620 ESI centres across states. Under the ESIS, there were 125 hospitals, 42 annexes and 1 450 dispensaries with over 23 000 beds facilities. The scheme is managed and financed by the Employees State Insurance Corporation (a public undertaking) through the state governments, with total expenditure of Rs 3 300 million or Rs 400/- per capita insured person. The ESIS programme has attracted considerable criticism. A report based on patient surveys conducted in Gujarat (Shariff, 1994 as quoted in Ellis R et a, 2000) found that over half of those covered did not seek care from ESIS facilities. Unsatisfactory nature of ESIS services, low quality drugs, long waiting periods, impudent behaviour of personnel, lack of interest or low interest  on part of employees and low awareness of ESI procedures, were some of the reasons cited.8 Chapter-3 Conclusion: The challenge for the Indian policy-makers is to find ways to improve upon the existing situation in the health sector and to make equitable, affordable and quality health care accessible to the population, especially the poor and the vulnerable sections of the society. It is in a way inevitable that the state reforms its public health delivery system and explores other social security options like health insurance. Implementing regulations would be one, but by no means the best mechanism to contain provider behaviour and costs. This can only be done by developing mechanisms where government and households can together pool their funds. This could be one way of controlling provider behaviour. There is an urgent need to document global and Indian experiences in social health insurance. Different financing options would need to be developed for different target groups. The wide differentials in the demographic, epidemiological status and the delivery capacity of health systems are a serious constraint to a nationally mandated health insurance system. Given the heterogeneity of different regions in India and the regional specifications, one would need to undertake pilot projects to gather more information about the population to be targeted under an insurance scheme and develop options for different population groups. Health policy-makers and health systems research institutions, in collaboration with economic policy study institutes, need to gather information about the prevailing disease burden at various geographical regions; to develop standard treatment guidelines, to undertake costing of health services for evolving benefit packages to determine the premium to be levied and subsidies to be given; and to map health care facilities available and the institutional mechanisms which need to be in place, for implementing health insurance schemes. Skillbuilding for the personnel involved, and capacity-building of  all the stakeholders involved, would be a critical component for ensuring the success of any health insurance programme. The success of any social insurance scheme would depend on its design, the implementation and monitoring mechanisms which would be set in place and it would also call for restructuring and reforming the health system, and developing the necessary prerequisites to ensure its success.

The Effects of a Teachers Religion in the Classroom

Existing studies on Instructor's spiritual convictions and understanding concerning teaching either has failed to address an educator's alignment of his instructional practices and evaluation or has one it presumably. This paper provides a traditional literature review on the impact of a teacher's religion In the classroom. Keywords: teachers' beliefs, pedagogy, classroom practices Introduction Teachers' religion has been seen as a vital section that requires being tackled in the perspective of most educational modifications.This is particularly so when teachers are to aid students' learning in the classroom because a teacher's beliefs could affect his/her teaching practices. It is vital for teachers to comprehend the intricate association between their epistemic beliefs (beliefs concerning information ND learning), pedagogical beliefs (beliefs concerning teaching), and the manner in which the teaching contexts affect the endorsement of these beliefs. Teachers are not supposed to sup port or disparage some particular religions or not have any spiritual belief.Teachers are expected to be exceedingly perceptive to revere, and not impede, students' religious beliefs and practices by not interpolating personal perspectives or advocating those of some students (Chaw, 2010). The main aim of this study is to establish the degree to which teachers plan their classroom teaching and assessments so that they are geared toward their personal spiritual beliefs. An associated purpose is to establish whether learners perform better on their teachers' perspectives due to belief or on the state assessments if educators are compelled only to pursue a strict curriculum.The research question employed is: To what level are teachers' instructional activities focused on personal belief compared to concentrating on state assessments that are administered? Definition of Terms Pedagogy-for the present study, refers to the activity of training or teaching and the techniques applied to tea ch. Beliefs-in this study denotes the decisions and assessments that we make concerning ourselves, concerning others, and concerning the world surrounding us. They are individual beliefs founded on reasonable ways of thinking.Van Hover (2006) described beliefs to mean a set of perceptions and views that are installed in a person through his experiences and the overlaying of ideas throughout the learning courses. Educators' Beliefs- in the present study denotes the mindsets and ideals regarding training learners, and the learning process those educators bring to classrooms. They are the notions held by the educator in the instruction and learning process, which affect his classroom instructional performance. Classroom Practices-A group of instructional strategies and techniques of training utilized in the classroom.Van Hover (2006) described the interface between the educator and his learners to develop their cognitive and proficient experiences through the proper classroom administr ation, will power to instruct, and constant assessment to attain the preferred instructional goals. Literature Review This research is based on the idea that the individual instructor's spiritual beliefs e regarded as leading beliefs that educators affirm to be right and that function as lenses by which new experiences can be inferred.When people Judge something as right, they recognize information backing that conviction. What educators perform in the classroom is known to be controlled by what they trust, and these convictions habitually operate as sieves through which instructional decisions and choices are formed (Levin & He, 2008). A study has shown that educators have a huge range of complex spiritual convictions about educational matters. Accommodating the nature ND the theoretical function of these spiritual convictions is vital to comprehend the instructional preferences and Judgments that educators make.It has become extensively accepted that the educators' pedagogical con victions play a fundamental role in their instructional practices because these spiritual convictions are demonstrated in the training techniques, in selecting teaching subjects, decision- making, and formulation of class assessments (Levin & He, 2008). From the point of view of Levin and He (2008), the instructors' spiritual beliefs are depicted as being the cost imperative in the psychological constitution of the educator.They suppose that there is an urgent want to delineate the theory of educators' spiritual beliefs, while realizing that there is a complexity in distinguishing a comprehensible description of the spiritual beliefs because of the divergence of investigators' and scholars' opinions. These researchers observe that the convictions are a type of notions that envelop all issues that there is inadequate comprehension about, but that have sufficient faith to practice them.Sadler, Maraschinos, Shoemaker and Allows (2006) scribe spiritual beliefs in the education context a s the educator's spiritual contentions, and their perspectives on instruction and training. Conversely, other researchers perceive that the educators' beliefs are the holistic concept of a number of aspects connected to the beliefs about teaching and learning, the syllabus and the training career generally, and that such convictions outline the â€Å"education culture† that influences pedagogical goals and principles.Van Hover (2006) showed that an educator's spiritual convictions originate from three sources that encompass individual experiences of the educator in ordinary life and teaching, educator's experience as a learner, and the educator's knowledge from his religious affiliations. This experience, as said by Sadler et al. (2006), characterizes the attainment of the teaching career via direct examination because it presents the educators with information associated to the teaching career. It as well assists them in the development of particular theories regarding the w ay training should be.From the point of view of the traditional instructional study, the views and assumptions the educators obtain from this source may be regarded as an extremely strong control in impacting their instructional beliefs (Levin & He, 2008). Early educator spiritual condition studies concentrated on a set of features connected to school with the creation of educators' convictions, the organizational support, the mind-set of workmates, school climate, learners' capabilities and backgrounds, as well as the canons and guidelines that apply in a specific school.Sadler et al. (2006) recapitulated the outcomes of study on educators' religious convictions by mistreating that there is a strong correlation between religious convictions of educators and their design for training, teaching Judgments, and classroom profession play a vital role in the clarification of understanding and instructional behavior when Joining the teaching career. In his view, these religious beliefs ar e the most substantial aspects on which we can forecast the teaching behavior.Sadler et al. (2006), as well, articulates that educators' religious convictions have a strong impact on the teaching practices by changing those convictions into a practical actuality. Similarly, Van Hover (2006) perceives that educators' religious beliefs are a wealthy depot of knowledge that may influence teaching programs and ideas. There is a rising interest in examining the correlation between educators' religious convictions and their classroom instructional practices.Even though some research outcomes (Van Hover, 2006; Levin & He, 2008) have revealed that the educators' instructional practices were incoherent with their religious beliefs, some studies established that the educators' religious convictions played a significant part in the alignment and design of their classroom instruction and assessments. In the teaching profession, there is a rising need to review the traditional literature on the religious beliefs of the educators to recognize the aspects that influence their classroom practices.Beliefs and State Assessments It appears that the degree of epistemic beliefs demonstration relies mainly on what educators envisaged as their priorities with respect to objective attainment and their insight of students' willingness (Iridous & Morton, 2007). In this regard, it appears significant to modify the framework in which educators function if the forms based on state assessments are to begin. On this note, researchers have found out that it is not adequate for teachers to enhance improvement in teachers' beliefs.A favorable setting mutually generated by policy makers and stakeholders, such as the school leadership, has to be instituted for success of state assessments. Devoid of such a favorable environment, educators could opt to embrace traditional methods of teaching that work successfully only for passing of examinations and assessments. It is this optimism that leads to this study demonstrating a complex interplay between the beliefs of teachers and the success of state assessments, from a teacher's perspective.In spite of some considerable challenges with state assessments, the deep-seated mistake in such a move is the presumption that the presence of an excellent progression in the course of observation links to the academic achievement of learners. If the learning of students is the ultimate objective of state assessments, then it ought to be gauged directly and not being interpolated from inadequate observations of classroom teaching and teacher's beliefs.A reasonable advance to teacher assessment would entail an examination of the understanding of instructions, in addition to the outcomes of tutoring (Iridous & Morton, 2010). Nevertheless, the application of classroom reflection to promote teaching enhancement cannot be underestimated. The success of both students and teachers can be evaluated and illustrated by both understanding of instruct ions and The majority of teachers would concur that they are accountable for student learning, but the career as an entirety has avoided assessments anchored in measures of student learning (Ross & Gray, 2006).This at times is explained excellently, given the inequitable advances that have been recommended. Nonetheless, the solution is not to maintain traditional policies merely due to their being benevolent and comfortable, but instead to generate Just and rational ways of assessing teacher achievement with learners. A good number of school structures and teaching plans have discovered inventive means of attaining suitable and consistent information on student learning to inform the educator-assessment progression (Iridous & Winkle, 2010).Generating reasonable advances for the valuation of the success of teachers demands an unwavering glance at both the justifiable considerations that have propelled the prevention of outcomes direction in the past, and the potential capacities that lead to it being more gorgeous in the modern climate of enhanced responsibility for student learning results. Teachers' Instructional Activities To comprehend which prospective educators require learning, it is vitally significant to comprehend their beliefs and their personal characters that could aid in their associating beliefs and teaching.Tsar, Jessie Ho, Liana, and Line (2011) suggested that the beliefs of teachers are the foundation of the Judgments, practices, and activities that they make about in the progression of teaching and assessments because the belief systems of educators, their discernment, and examinations of best practices have a vital function in determining teaching performances. GÃ'Ëœr$m#k (2014) affirmed that learners take up teacher education plans with an array of beliefs concerning education, glasswork, and students emanating from their educational encounters.For example, teachers' beliefs concerning the significance of teaching as transferring a pre-esta blished tenet of knowledge from educator to learner could be n line with affirmations in relation to teachers' beliefs concerning the task of the learner, and the beliefs regarding the function of educators and the effects of a teacher's religion in the class. The beliefs of teachers generate a challenge to their operations aimed at advancing the functions of future teachers. The aforementioned challenge arises because in students' learning it is evident that it is more intricate to unlearn taught beliefs as compared to other beliefs.Educator's education-teaching processes are a monumental source of cognitive, psychological, and ethical advancement of learners. It is distinguished that teaching conducts, teaching techniques, administration policies, and learners' discernment of the learning atmosphere are associated with the learners' learning and generation of beliefs concerning themselves and other people. On this note, educators must adhere to a broad array of concerns and challe nges in the classroom (Tsar et al. , 2011).The outcomes of different studies illustrate that amid others, the greatest concern of educators and starting candidates is the administration of learners' conduct and learners' control. Teaching Method and Leadership Approach The Effect of Studies have shown a link involving the teaching methods of educators, the leadership approaches of school principals, and teachers' directions of student agreement with the general idea in research: teaching methods and custom of a school are closely linked to leadership approach and conduct.In this regard, after assessing the functions and operations linked to school principals and educators, Tsar et al. (2011) affirmed that the leadership approach extends all through the school and has an impact on the teachers' teaching methods. In a study that was carried out, the School Description Inventory (SD') was applied to twenty secondary school principals, 300 teachers, and 7,400 students to seek views of t he teaching methods and leadership approach.With the application of teachers' SAID responses, it was assumed that a positive association would exist between teaching methods of teachers, hierarchical conduct in leadership approach, and tutelary student control directions as recognized in the student management beliefs. The hypothesis of this study was proved as indicated by the Pearson correlation coefficients and with aspect to the different specific characteristics. The study concluded that the Pupil Control Ideology of public secondary school educators is tutelary in schools that are bureaucratic, and humanist in non- bureaucratic schools.In contrary, a transformational leadership approach promotes different attributes linked to humanist school customs. Such customs are in agreement with the Theory Y, where leaders see workers as self-induced, accountability-taking, and dependable. The interpretation of successful leadership with respect to democratic deliberation of teacher's co ncerns as evident in research ND the representation of humanist student control beliefs are consistent with the facilitation of confidence and strengthening dealings between educators and learners.A comprehensive empirical study of the effect of the school principals leadership approach on the learning atmosphere and the success of students was carried out by Tsar et al. (2011). The study used a varied sample of 2,800 students, 500 educators, and 25 school principals in 20 schools, in the United States. In this study, there were statistically significant indications in the learning atmosphere and n the success of students that were seen to be associated with the leadership approach of school principals.Even though studies affirm that the school learning atmosphere relies on the leadership approach, they also find a powerful trend for school principals to employ the supporter approach of leadership that has a sturdy direction in satisfying the requirements individuals and engaging pa rents and the society in the Judgment- making progression. In the present school leadership approaches, school principals are more probable of creating learning societies where the enlightenment of cheers happen in the course of the practices, actions, and associations.GÃ'Ëœr$m#k (2014) established that the perception of school principals as the only instructional directors makes the endowments of educators go underexploited. For schools to be self-governing, all-encompassing, and a successful society, the empowerment of teachers is vital and for this to be attained, the leadership approach has to be transformation. Studies also have affirmed that teachers start becoming causal, developing constituents of the learning setting when they are taken as partners in the progression.School principals who go beyond the hierarchy form of proficiency distinguish the proficiency in other people and guide in the transformation approach both teachers and school principals will be cognition trans missions. Conclusion As it appears, there are only a few teachers who have highly advanced epistemic beliefs. On this note, the teacher educators and other stakeholders should offer a chance for teachers to elucidate their beliefs. Teachers beliefs regarding teaching appeared to differ from knowledge attainment to knowledge creation.Moreover, it appears that the teachers' religion manifestation relies mainly on what their teachers leveled to be their priorities with respect to goal attainment and their knowledge of students' willingness. It thus appears significant to adjust the circumstance in which teachers function if teachers' belief-based efforts are to bear better fruit. A highly favorable learning environment mutually generated by the policy-makers and the school principals has to be established.Devoid of such a school environment, teachers could decide to take up traditional teaching methods that were only directed to passing of examinations and assessment rather than overal l betterment of students. This study has demonstrated the intricate interchange involving teachers' beliefs and their teaching perspectives from a teacher's viewpoint. In sum, it is significant for future studies to aim at discovering teachers who are capable of solving the tension between their beliefs and their teaching perspectives in any given environment and ensure their students' overall triumph.

Children spend too much time playing computer games Essay

Agree or disagree: Your job has greater happiness than your social life. With the past decades witnessing a great leap in the development of the society, we are now attaching great importance to the sense of happiness which can bring us power, arouse our enthusiasm for loving life, and help us to create a promising future. While some people consider jobs provide us with greater happiness, I bolster that our social life can achieve it better. Admittedly, our job brings happiness, as it can meet both our material and spiritual needs. We will realize our self value and social value in our work, thus meeting our spiritual needs. For example, when it comes to men like Bill Gates, charity work reaches new levels of generosity and commitment. Well-known for founding the Bill Melinda Gates Foundation while also contributing to many other causes, Gates is not only one of the wealthiest men in the world-he is also one of the most giving. I’m fully convinced by the instance that one can gain happiness from work. However, a healthy relationship with our friends is the source of happiness and harbor of our heart. Communication with friends could help us get away from the pressure in our work. When we are in blue, we can talk with our friends, thus extricating ourselves from morbid emotions and even solving problems. Besides, some group work like singing, dancing and playing basketball together help us totally relaxed. Last but not the least, by engaging in social life, we can befriend people from all walks of life. Thus, we can enlarge our social networking and have a happier life. For instance, author Michael Lewis said at a speech:† One night I was invited to a dinner, where I sat next to the wife of a big shot at a giant Wall Street investment bank, called Salomon Brothers. She more or less forced her husband to give me a job. â€Å"Then he was so happy that he got a fantastic job and wrote the book Liar’s Poke which was a hit to the country. If he did not take part in the dinner, he would never have become so successful and delightful. It is a hot issue that do you agree or disagree that your job has greater  happiness than your social life does? Admittedly, your job provides opportunities(opportunities) for you to earn money and gain high career(status). However, can we say that job gives more happiness than social life does? Perhaps not; job also brings us about the deep pressure and deprives the leisure staying with friends. Despite various perspectives people hold on this controversial topic, I, given this choice, prefer to assert that social life has happiness than job does. My point of view, involves the fundamental and deep discussion(s) as follows. In the first place, Social life brings us lots of happiness and leisure when staying with our friends. Both common sense and our experiences from our daily life inform us that friends are very familiar with us, and we can gain lots (of) happiness with them. Take me as an example, in my spare time I often invite my friend to go outdoors. We often go to the Starbucks Coffee and enjoy our hobby that she most likes mocha and(while) latte is myfavorite. There are also tens (of) tastes of cookies worthy to try. Most important, they are not very expensive. We oftensite(sit) outside, enjoying our happiness, talking to each other and playing chess. We both enjoy the leisure time and feel much happy. But how can it’s going when you doing your job, you must bear the pressure coming from high quality assignments(assignments with high quality requirements). Apparently, it’s(it is) indisputable that social life brings us more happiness. In addition, an equally essential and compelling argument that deserves people’s attention is that social life enlarges our social relationships(relationship net) net and give(s) us many chances to improve ourselves. One only need to look at that in the last vacation, I participated into a social party with my parents, just as a big dinner with different people. A brother sitting nearby me kept talking with me and was very interesting. He got to know that I was a student preparing Toefl exam and had many difficulties. And(Fortunately) he was just a teacher from New Oriental School. He gave me many instructions about the listening, speaking, reading and writing learning. Then he gave me many valuable Toefl material(s)after the dinner. I followed his advice and improved my  English. If I didn’t(did not) join the dinner, can I gain the improvement? Of course not. I felt happy not only because of the improvement of the English study but also because of the enlargement of the social relationships net(relationship net). Admittedly, it is probably true that we can achieve the money and advancement from the job. But we also experience the high pressure and complex relationship with colleagues. What’s more, if we get caught in the sophisticated relationship, wewon’t(will not) be happy any more. When the advantage and disadvantage (are) carefully examined, the more striking conclusion is apparent that social life brings us more happiness than job does. To sum up, although some people might still (be) unconvinced. But the reasons and factors I have analyzed make them more aware of the dimensions under discussions. There is little doubt that more and more people realize that social life has more happiness. The lecture and the passage give contradictory opinions on the topic of the function of â€Å"great houses† of Chaco Canyon. The passage explains that there are three competing theories about their function, while the lecture provides several counterarguments to this view. First, the professor challenges the idea expressed in the reading passage that the great structure purely for people to live. He argues that it is impossible for the structure to be residential although it looks like the later American apartment from outside. Because the house is so great that it could be capacity of more than a hundred families, while only around ten fireplaces have been found, which means it couldn’t serve so many people for their daily cooking. Second, the passage suggests that the Chaco structures were used for grain storage while the lecture says that no trace of spilled maize or containers have been found, so they could not been used to store food. This is where the speaker disagrees with the write Finally the lecture apparently refutes the point illustrated in the passage that the house was for ceremonies. According to the professor, there are lots of materials besides broken pots have been found, such as sands, stones, even construction tools, which provides good evidence that the pots may be the leftover from the meals of the construction worker, and which further proved that the house may be not used for ceremonies

Railroad Network after the Civil War Assignment

Railroad Network after the Civil War - Assignment Example This essay stresses that the major cause of the Great Migration was the Emancipation Proclamation. It freed the African American society from slavery and allowed for their social rights and freedom as outlined in the U.S constitution. Secondly some of the population moved as a result of pressure from Anti-abolitionist who refused to end the slave trade such as South Carolina, Texas, Louisiana, Alabama, Mississippi, Georgia and Florida. There witnessed increased cases of segregation in these states and widespread violence against the blacks. This paper makes a conclusion that the Korean War was directly responsible for speeding up the militarization of the Cold war. It gave the conflict a massive military dimension and emphasis. Major countries embraced the militarization process with a distinct possibility of a major attack from either side of the two blocks. The U.S entered into a significant rearmament and moved five divisions to Western Europe and urged the rest of the NATO alliance to follow suit. Sara Palin an Alaskan Governor chosen to be nominated for the running mate by the then presidential hopeful John Mc Cain of the Republican Party. During the end of the campaigns, many women changed their perception towards Palin and her ratings dropped significantly. Palin was a fascinating and bold choice for the republicans. However, it is undeniably that she had an unusually minimal success in fulfilling her obligation to assist clinched the presidency for the republican ticket.

Ex-fellons and the Right to Vote Essay Example | Topics and Well Written Essays - 1250 words

Ex-fellons and the Right to Vote - Essay Example Above all, the hallmark of a thriving and ever growing nation is that time and again it dares to face the questions and issues that tend to be an impediment to the well being and dignity of some or all of its citizens. In some states of the United States of America, ex-felons, that is the people who committed a crime and have served the concomitant sentence, are not allowed to vote. This very provision not only deprives a good proportion of the citizens of their essential and basic rights, but also in a way tends to compromise their sense of dignity and respect. In a social, political, legal and humanitarian context, the ex-felons should have the right to vote in this country. The provision of debarring the ex-felons from voting is not only anti-democratic, but also contrary to the objective of enabling the ex-felons rejoin the society as worthy equals. It could reasonably be understood that a great many people tend to have reservations, as far as the task of taking an initiative about mixing with and employing ex-felons is concerned. Yet, the very society which punished these people for the crimes they committed also carries the responsibility of assuring that once they have served their sentence, they do not get stigmatized and persecuted, once they are set free. However, the provision for restricting the ex-felons from voting not only amounts to a state sponsored persecution, but also does much to further alienate and sideline these individuals. Genuinely speaking, how could one expect these people to rejoin the society as law-abiding and responsible citizens, when they state formally declares them to be untrustworthy, by debarring them from voting. Ma ny people tend to put forward the argument that serving a sentence is not a guarantee that the ex-felons have abstained from their criminal and unlawful tendencies. However, at a deeper analysis, this argument smacks predominantly of abject prejudice, rather than being logical enough to deserve a blanket generalization. There was a time when many thought that the blacks should not have the right to vote. There was also a time when many felt that the women should not have the right to vote. In retrospect, everybody now understands that such provisions were based on ruthless prejudice and senseless biases. The plea for allowing the ex-felons to vote ought to be seen in the same light. A Democracy cannot deny a future to a citizen, simply because one had a tainted past. United States of America is a country based on the rule of the law and is run as per the sacrosanct constitutional arrangements. As per the law of the land, every citizen guilty of violating the law should face a trial and be appropriately punished by a court of law. The very same law also states that no citizen can be punished twice for committing one crime, and the act of punishing an ex-felon for a crime, for which one has already served a sentence, deserves to be labeled as being extrajudicial. Now, when the people who have feelings against ex-felons say that these people should be punished for their trespasses, it is just and understandable. Yet, advocating the withdrawal of the voting rights of ex-felons, especially when they have already paid their debt to the society, is positively akin to extrajudicial and unconstitutional lynching, if nothing else. Declaring a human to be an unequal and non-citizen, especially when one has immensely suffered for the crime one committed, perhaps not only at the level of one’

Truth, Jacobs or Tubman Essay Example | Topics and Well Written Essays - 1250 words

Truth, Jacobs or Tubman - Essay Example Her firm faith in God is the major force that helped her reach spiritual heights winning many friends and admirers among the noblest and the best of the dominant race. Her mother’s teaching had a profound effect on her. It sowed the seeds of tolerance, strong ethical attitude and a deep faith in God. As a child she was told that God lives in the sky and whenever she was beaten, or cruelly treated, she was guided to seek the help of Him1, who will always hear and help her. Her mother taught her children to kneel and say the Lord’s Prayer. They were entreated to refrain from lying and stealing, and were trained to obey their masters. She had a revelation that there was no place where God was not. She considered it a sin to forget her Almighty friend who is ever present to help her in times of trouble. She plainly saw there was no place, not even in hell, where he was not. She was awe struck at his bigness and it frightened her. At the same time she became aware of her and wanted to talk with God. But she was terrified by that idea as He may extinguish her with his look. She felt she badly needed a spokesperson to represent her case to God. But who would plead for her without letting God know that it had come from her? She saw a bright vision getting into a distinct form beaming with the beauty of holiness and radiant love. She was confused. The figure in vision was intimate to her, yet it was not so familiar. Her mind was restless like the agitated waters in the sea. Her heart was haunted with the question who he is. The vision got more and more distinct. She realized it was Jesus. Jesus appeared to her in the form of vision. In the beginning, Jesus appeared as a savior and like any other eminent man who is very loving and good. She says she believes Jesus is the same spirit that was in our first parents, Adam and Eve, in the beginning, when they came from the hand of their Creator. According to Painter, Truth refashioned

Employee Motivational Strategies Essay Example | Topics and Well Written Essays - 1750 words

Employee Motivational Strategies - Essay Example Add that to the fact that sometimes, employees think that the compensation that they receive on a monthly basis (or maybe even more frequently, depending on the agreement between the employee and the employer) is just enough or maybe even not enough for their daily needs. Most companies have perceived this problem, realizing that manpower or more specifically the employees themselves are their most important resource. Employers also have realized that like any other resource, manpower should be continually replenished or renewed in terms of loyalty, trust and overall satisfaction from the work they are currently employed in. The concept of employee motivation comes into mind, wherein the company adapts certain policies that will motivate their employees so that they will remain not only financially satisfied but also emotionally, physically and mentally contented. The introduction of fun in the workplace is a welcome idea, and many companies are jumping on this idea for the improveme nt of their employees. Employee motivation techniques are now most often done in many forms in modern workplaces and usually revolve around the concept of rewarding satisfactory effort with the appropriate reward or set of rewards that are given either immediately or at a designated time depending on certain situations. Employee motivation is a new keyword today that states that employees have the need to be motivated and satisfied in order to maintain their level of work and positive attitudes towards the company. This topic is very significant and very much applicable in today's high-stress work environment, as it sees that employees as a very important resource that needs to be nurtured and developed. The relationship between the employer and their employees are also discussed as well as their parts in the creation of solutions pertaining to employee motivation and satisfaction. There are several theories and methods of employee motivation discussed herein, as well as recommendations on how to implement employee motivation methods and improvement of the said system if it is already implemented in the workplace. Employer and employee relationships A very fine line exists between the employer(s) and the employee. One thing for certain is that the employer is the employee's superior and the employee must comply with the work that his or her employer demands. With this, it can be thought of that the employee is bound to the service of his or her employer within the contract that they have agreed between themselves. This is not unlike the relationship between master and slave of yesteryears, in which the slave is not just bound to its master's service but also treated as that person's property. Times have changed and so do employee rights. Treating employees like slaves would not do an employer any good, and this has been shown with the creation of employee rights and privileges laid down upon each country's constitution. One of the basic tenets of this is the provision of salaries to the employee by their employer according to the existing minimum wage rates. Other benefits such as health benefits, bonuses and other financial an d non-financial perks may or may not be given again depending on the agreement set upon between the emplo

Episcopal and Presbyterian Essay Example | Topics and Well Written Essays - 750 words

Episcopal and Presbyterian - Essay Example Furthermore, we find women not allowed for teachers, and yet allowed to speak in the church as prophets: now, these being debarred speaking in their natural capacity, because teaching implies an act of authority, that privilege being reserved to the men, shews they had a right to it in the Christian church without prophetical inspiration, otherwise there was nothing at all in this case debarred to the woman. Moreover, the general directions given by the Spirit, in the Epistles to Timothy and Titus, concerning the appointment of bishops and deacons, elders or ministers, running all upon moral qualifications, the common Graces of the Spirit, and good instruction in the Scripture, did, then, as well as for ages succeeding, lay a foundation for the ministry of teaching without the special gift of prophesying. An appropriate Catholic response would appear to include the following elements, which flow from a fundamental belief in the dignity of each individual human being and the imperative to seek the universal common good in solidarity with the poorest, the weakest, the oppressed and the marginalized: * a recognition of the reality of sin and evil in the world and the duty of Christians to resist evils such as oppression, social and economic injustices, and genocide; * actively to seek to address the causes of grievances and conflicts in social, economic, and political inequalities which fail to treat every person and nation with appropriate dignity and respect; * the establishment of appropriate international institutions for the reconciliation of differences, with legitimacy and the authority to enforce compliance; * a recognition that an option for non-violence is as important an imperative for Christians as the option for the poor; * focus more than previously on alternatives to war, the need to promote social justice as an integral element in the following of Jesus, to fund peace education programs, and so forth; * the promotion of agreed and internationally regulated arms reduction; * in so far as armed responses to evils such as genocide are necessary, they should conform to the principles of the just war, and particularly proportionality and discrimination; * the need for this to be undertaken speedily and effectively by reformed international institutions with legitimacy and powers of enforcement; * the creation of a strong international civil society with a commitment to human dignity and rights; and * the promotion o

Action Research Plan Coursework Example | Topics and Well Written Essays - 250 words

Action Research Plan - Coursework Example It makes it hard and more expensive to access credit. It also increases the demand for basic necessities and essential human services. Financial crisis also brings about downward pressure on the government and philanthropic revenue sources. It also takes non-profit organizations long to recover from a financial crisis. This is due to the state budget timing and depressive giving rates. Collaboration is one way in which non-profit organizations can deal with a financial crisis. Non-profit organizations should enter into mergers and alliances with other organizations so as to fulfill a mutual mission. Collaboration should range from planning and analysis to implementation and forecasting. This makes it easy for a non-profit organization to cope during a financial crisis. During a financial distress, the leaders of a non-profit organization should start viewing it as a business. They should do this when a financial crisis is forecasted. This ensures that there are good financial reporting and measures of success (Landskroner, 2002). Therefore, non-profit organizations should take appropriate measures prior to a financial crisis. Good preparation ensures that non-profit organizations do not get affected badly by a financial crisis. It is also important for non-profit organizations to collaborate with other organizations so as to reduce the effects brought about by a financial

Management and globel economy Essay Example | Topics and Well Written Essays - 1000 words

Management and globel economy - Essay Example ive application of cross cultural teams can offer a source of experience and inventive thinking that enhances the competitive position of the organization. Nonetheless, cultural disparities are can impede with the successful completion of projects in present multicultural, global business society. To attain project objectives and avoid cultural misapprehensions, project managers should be culturally sensitive and support creativity and motivation through flexible headship. They should also apply the famous and accepted cross cultural management theories for the benefit of the company and society. Theories tackle connections between populace, motivational direction, orientation toward threat, definition of oneself and others, outlooks to time, and attitudes to the atmosphere. Motivation and training of multicultural projects groups and appropriate inferences for project management is an integral in business success. Cultural differences in business management affect people as it affec ts the relationships between people. Two main, distinct cultural dissimilarities can be identified concerned this relationship. It leads to egoism and collectivism approaches, which further develops universalism versus particularism as well as individualism and communitarians. Managers also apply motivational orientation whereby society’s means to deal with intrinsic vagueness of living. In this aspect, masculinity and femininity, uncertainty averting, and control distance are issues to consider. Another aspect to consider is outlooks toward time between long-term and short-term courses, which are either inner or outer time. For instance, Unilever applies cultural differences approaches at it operates in over hundred countries with different cultures. The case study of Unilever is an inspiration to corporations that fancy thriving in the fast-moving economy. Unilever has long considered adaptation a chief factor of success in the consumer goods sector globally, mostly in the

Two British newspapers select, construct and present news to readers Essay Example for Free

Two British newspapers select, construct and present news to readers Essay Analyse the way in which two British newspapers select, construct and present news to readers. In this essay I am going to look at two newspapers, one tabloid and one broadsheet, and analyse the different techniques used by them to select, construct and present news to their readers. I will do this by examining their news values, news sources and use of effective layout. I will also look at their use of key concepts in the production of news articles. I plan to look at The Sun and The Times. The definition of a tabloid is: In summary form; condensed. Lurid or sensational. This does accurately sum up what a tabloid is. A tabloid newspaper is a newspaper of small format giving the news in condensed form, usually with illustrated, often sensational material. The language used in The Sun is mainly mono syllabic language using simple language and a large proportion of the space is taken up by mastheads and pictures. This means the stories in tabloids are not only easier to read but also shorter. The language is very sensationalised in tabloids also, this is because they want to sell more papers and making stories more dramatic can do this. The amount of hard news that a paper decides to print is determined by the editorial policy of the paper. Tabloids do feature political stories, though they tend to prefer to focus on personalities of the politicians rather than the actual issues that may be relevant. The language used in broadsheets is very different. The language is mostly poly syllabic and much more subjective. They use more complex language and a large proportion of the space is taken up by text, broadsheets have less pictures and generally smaller mastheads. There is likely to be a much closer correlation between the news in the broadsheets and the TV news. In most cases the lead story will be the same. The order of importance in which the news has been ranked is also likely to be similar in the case of TV news and the broadsheets. Rupert Murdoch owns both the newspapers I have chosen to look at. The editor of The Sun is Rebecca Wade and the editor of The Times is Robert Thompson. Broadsheets are aimed mainly at class A, B and C1s. This is because they often have a higher interest in the issues of politics and finance. They are less likely to want to read gossip and news based around celebrities. Tabloid readers are, however, more of working class, categories C2, D and E and are usually less educated therefore would rather have a gossip page to read that is less challenging and demanding. However often newspapers will runt he same story on the front page. Newspapers have to tailor the story to its target audience. They will adjust the angles at which they look at it. A newspapers sources are also quite important in the way that they effect the way a story is written. Whereas broadsheets sources will be mainly manipulative, a tabloid will have more pluralist news sources. The way in which minority groups are represented in newspapers is very different. A specific example of this is the representation of Muslims since the incident on September 11th. The Sun actually wrote a story trying to stop prejudice toward Muslims in this country and tried to take a differing view to other pares. The Times has a similar view to all the other broadsheets, a very conservative view. Many of these newspapers are printing a bad representation of minority groups. This is more evidential in broadsheets because the people who read them hold more power. By putting across a bad representation of minority groups to these people they are effecting the way these groups are treated. The Times is a conservative paper with quite right wing views. The Sun, however, is now labour although it has been known to change its political standing and has become known as the paper that wins election. It helped Margaret Thatcher to win the conservative election in the 1970s and then in 1997 changed to labour and helped Tony Blair to come into power.

Machiavelli’s story Essay Example for Free

Machiavelli’s story Essay He wrote to medic embellished with magnificent words together with extrinsic allurements wishing the Medic’s honor should give him the position of the office that he definitely was stuffing of. He contemplated and made assumptions of himself being humble and low before the concerns of the princes, pretending to have understood the needs of people. He also thought that the book was a present to the prince to entice him in order to be given a vacancy in the new government. He even recommends to the prince to intelligently and diligently read and consider the book as in the Prince will end up learning Machiavelli’s extreme desire for prince to attain the greatness that fortune and other attributes promise. Machiavelli figured that the principalities are all hereditary to power and its acquisition is accustomed to live under the prince by either fortune or ability. He anticipated that the prince should keep the corrupt government continue to rule for the benefits of the few him included against to which what it was. His story from is was ultimately different from what it should be. For instance, Duke of Ferrara in Italy who could not have withstood the attacks of the Venetians in 1984 nor those of Pope Julius in 1910 unless of the establishment of dominions. For hereditary prince has less cause to and less necessity to offend to happen that he will be more loved but the vice versa caused him to be more hated as it was reasonable that Machiavelli’s subject naturally disposed him off from the prince, his motives was derived to no existence of change and his own definition of change was the one that leaves the toothing for another to keep the corrupt government from one generation to another that impossibly didn’t happen. Machiavelli’s story was defining change as the deception of the willing election of the new ruler hoping to better themselves expectation that could hardly rise from the inherent difficulties from the new to be principalities. He figures solidarity as hardship that he must put upon his new acquisition in order to satisfy those who elected Medic into power. Machiavelli egocentrically viewed himself as the core pillar for the success of Medic’s government, thus he must be given the position on this regime to excel. He beliefs not that Borge Cesare lost power by malignity of fortune that he acquired during the ascendancy of his father. In Machiavelli’s story, he didn’t imagine to care about the so called enemies whom he injured in seizing principality and he is not even considering the essence for them to feel satisfied as the way the expected or hopped when they were electing you into power. Instead Machiavelli suggested for the strong measures to be taken against them, feeling not bound to them anymore and they are profound to be oppressed by the use of the strong forces under the command of the leader in charge. This was totally different from even the theoretical view of Medic when he came into power. His mission and vision was to have equality among all those who elected him, stop/ eradicate corruption and that is why he disputed the gift from Machiavelli that was vividly giving him a clue towards the corrupt government to benefit the a few including Machiavelli. Medic wasn’t gullible for the public properties as the story of Machiavelli portray him as somebody who is gullible, selfish/mean, corrupt and egocentric. Basing on Machiavelli’s story, he viewed that the hold of accustomed hereditary pass of power was a prudent courtesy from the ancestors and anybody doing contrary to it was like transgression towards the ancestors. In order to deal prudently with circumstances as they arise and for the care to maintain Medic in state Machiavelli must be in the cabinet in the government and if not so something sinister will happen to deprive Medic extra-ordinary from power, which was untrue and didn’t happen. Reference: 1. The Prince By Niccolo Machiavelli, Translated By George Bull Published By Penguin Books Ltd (1995).

Product life cycle and its concept

Product life cycle and its concept All products and services have certain life cycles. The life cycle of a product, also known as PLC, is a model that illustrates the six different stages that a product/service will go through. The PLC shows the life of a product from its conception to its final withdrawal and each phase has its own characteristics and varies in length depending on the product/service. When a company introduces a new product in the market is very important to identify the six stages of its products life cycle because it has to take specific marketing actions in each stage in order to have the more profits it can. The understanding of the PLC can help the businesses to find out the right timing to introduce or withdraw a product from the market and realize whether their products are successful or not. THE HISTORY OF THE PRODUCT LIFE CYCLE AND ITS CONCEPT The product life cycle concept was developed in the 1950s and became very popular during the next decade. Up until now, it represents a core element of marketing theory and it is widely accepted because of its extensive applications. The PLCs concept can be applied to other theories such as new product development, portfolio analysis etc. The concept of PLC involves that: All products and services have a limited life similar to the human life (or the life of any other living organism). The product sales range. They pass through several and unique stages which pose certain challenges, opportunities and problems. The profits of a product/service range also. During different stages the profits are bound to rise or fall accordingly. Finally, at each stage of PLC, the firms must alter their strategies and their marketing in order for their product to be as profitable as it can. The product life cycle and its stages refer to three production levels: As far as it concerns a specific product (brand) of a company (e.g. Samsung captivate Galaxy S cell phone). A specific company that produces similar and parallel products (e.g. Samsung cell phones). And the whole industry. The group of companies that produce competitive products (e.g. the whole cell phone industry). The brands usually have shorter product life cycles. The products on the other hand, follow standard PLC, while the product categories (industries) have the largest PLCs and stay in maturity phase for a long time, sometimes indefinitely. THE PLC STAGES The products life cycle consists of six phases: Development Introduction Growth Maturity Saturation Decline Fig.1 3821925.gif PRODUCT DEVELOPMENT PHASE The development phase begins when a company generates and develops a new product idea. Its a process that demands the translation of different kinds of information (market and consumers trends, competitors products, environmental analysis etc.) which will have to be organized, combined and incorporated into the new product. This product must pass several test market and laboratory tests (Beta testing) in order for the company to see if it will be profitable and if the customers will benefit from it. Only those products that survive the tests can be introduced into the real market. Its obvious that during the development stage the company does not have any sales or profit. INTRODUCTION PHASE The introduction phase begins with the launch of the product in the market. The company tries to promote the new product, develop a market for it and spends a great deal of money in order to achieve this. During this phase the sales generally are low and the profits of the company even tend to be sometimes negative (low sales, high unit costs). The companies produce a small amount of products and their employees must be highly educated. Expertise is needed now. There is little or no competition and there may be high skim pricing for the company to recover the development costs. Finally, the distribution is very selective until the consumers start showing acceptance of the product and start buying it. Sadly, most of the times, the new products fail this stage and the company must withdraw them early from the market. GROWTH PHASE The products that managed to pass the first two stages with flying colors can now proceed to the growth stage. Thats the most profitable stage for the firms. The product takes-off in the market place and the sales increase rapidly. Costs decline on a per unit basis and we have scale economies in production. Thats the time that the company wants to increase the market share and find loyal customers (brand loyalty). However, the success of the product draws the competitors attention. The pricing, which would have be maintained with little competition, starts changing. The company must now become the leader, indicate all the products offerings and differentiate the brand from those of competitors. Basically, the companies during this phase try to find sources of competitive advantage and establish position in the market. The promotion continues as well, but not in the same extend that was needed in the second phase and is also aimed at a broader audience. Finally, distribution channels are added since the product is now successful and the demand continues to increase. MATURITY PHASE Its the stage where the sales have reached to their maximum point (peak) and now start decreasing. The strong growth in sales diminishes and the competition becomes harsher. Now there is a plethora of similar products in the market and the first basic product becomes less wanted. However, if the company managed to achieve its market share goal, now is the time to enjoy the most profitable period. The maturity stage is a period that the firms try to extend their products life as we will show further down. During this stage, pricing strategies change and usually the companies lower their prices because of the new competition. Price wars start. Discounts, coupons, BOGOF offers etc. give an advantage to those who are leaders, helping them to withstand the crisis caused by the low prices. Promotion changes and focuses in finding new buyers. Emphasis is given to the product differentiation especially in terms of quality, use, reliability and price. The distribution becomes more intensive and the use of multi distribution channels begins. The phase of the maturity is a period that drives many companies to stop the production and withdraw (shake-out) since they cannot handle the competition. Its a phase that lasts for a long time and includes the majority of products (mature products of mature industries). SATURATION PHASE This phase usually is excluded because it has many characteristics of the maturity phase. However, the saturation stage is even more extreme. During this stage, sales are impossible to increase and the profits decline sharply. The competition becomes more and more austere and relentless and the customers now search for the low cost substitutes. Meanwhile, the quality of the similar products gradually rises and the previously new product straggles to keep up and not fade away. DECLINE PHASE This is the final stage. In the decline phase sales decrease rapidly either because new products are launched in the market or the buyers behavior starts to change. Its the time that the companies start to withdraw their products, minimize the promotion and lessen the distribution channels. Sometimes, the firms continue to sell their products in a lower price to their loyal customers but that cannot continue for a long time since ultimately the costs will exceed the profits. At this phase the firm has several options such as: To maintain the product by adding new features or by finding new uses of it (extension strategies). Sell the product to another company which is willing to continue the production. This is called divestment and basically refers to companies that want to associate the dying product with their production line or sell it to a different market. Harvest the product. With this option, the companies reduce costs and offer the product until they run out of stock. Most of the times the product is sold to the loyal customers who already know the product and the places where they can acquire it. The group of these loyal customers is also called Niche segment. Withdraw the product. (Sometimes this becomes a 7th phase called the abandonment phase). Fig.2productLifeCycle.gif Fig.3product_life_cycle-2-797072.gif Fig.4 (a PLC compared to the companys profits) product_lifecycle.jpg In the table bellow there is a summary of the strategies that the companies must follow in each product life cycle phase. The table has been taken from the book Strategic Industrial Marketing Development Phase Introduction Phase Growth Phase Maturity Phase Decline Phase Strategic Goal Make your product known and establish a test period Acquire a strong market position Maintain your market position and build on Defend market position from competitors and improve your product Milk all remaining profits from product Competition Almost not there Early entry of aggressive competitors into the market Price and distribution channel pressure Establishment of competitive environment Some competitors are already withdrawing from market Product Limited number of variations Introduction of product variations and models Improvement upgrade of product Price decrease Variations and models that are not profitable are withdrawn Price Goal High sale to middle men Aggressive price policy (decrease) for sales increase Re-estimation of price policy Defensive price policy Maintain price level for small profit Promotion Goal Creation of public market product awareness Reinforcement of product awareness and preference Reinforcement of middle men Maintain loyal to middle men Gradual decrease Distribution Goal Exclusive and selective distribution trough certain distribution channels and creation of high profit margins for middle men General and reinforced distribution through all distribution channels available General and reinforced distribution with good supply to the middle men but with low margins of profit for them General and reinforced distribution with good supply to the middle men but with low margins of profit for them Withdrawal from most channels of distribution except those used in development phase Source: Avlonitis G. THE DIVERSITY OF PRODUCT LIFE CYCLES Beside the usual and common product life cycle that we have just analyzed, there are some special categories. They are usually called alternative Product Life Cycles and appear very different PLC patterns. As the majority of products go through the normal six stages of their PLC, there are many that do not or will not follow them. These special categories of PLC are mainly five: the style, the fashion, the fad, the low learning and the high learning. However other PLC patterns are also the instant bust, the aborted introduction, the market specialty, the growth stump -maturity pattern, the cycle recycle pattern, the scalloped pattern etc. STYLE Style is a basic and distinctive model of expression appearing in a field of human endeavor. Once a style is invented it can last for generations Examples of Style appear in clothes, home art etc. FASHION Fashion is a currently accepted and popular style in a given field. It passes through four stages. The stage of distinctiveness, where some buyers approve something new and innovative that will characterize them. The stage of emulation, where other buyers approve this fashion in order to imitate the fashion leaders. The stage of mass fashion, where fashion becomes very popular and companies start producing in large quantities (mass production). The stage of decline, where the customers live behind the particular fashion and begin heading towards a new one. FAD Fads are fashions that rapidly appear to the consumers. They become accepted with great enthusiasm, peak early and decline very fast. Their acceptance cycle is very short and products that we will come across in this category are the tattoos or the body piercings. HIGH LEARNING PRODUCTS High learning products are products which have very long introductory phases. After their appearance in the market, they need time in order to become accepted either because they are complicated (require significant education of the customer) and expensive or simply because they are not compatible with the existing values of the society (e.g. Video phones, microwave ovens etc.). LOW LEARNING PRODUCTS Low learning products are the exact contrary of the high learning ones. Their introduction is very fast and some time it is difficult to separate the introductory and the growth stage. They peak rapidly because of their high relative advantage. The customer already knows how to use them and understands the benefits of having them. ALTERNATIVE PRODUCT LIFE CYCLES As we have already mentioned, there are also other product life cycles which do not exhibit a bell shaped PLC. Growth slump maturity pattern Its a pattern that usually comes up in new drugs. At the beginning, the products success leads to a high sale level but later slumps. After that point the sales fall to petrified level (other examples are the kitchen supplies like spoons, mixers, kitchen knives etc.). Cycle recycle pattern Cycle-recycle pattern often suits in the pharmaceutical industry. At start, the firm aggressively promotes the product. As a result sales grow producing the first cycle. After their peak, sales start declining and the firms give another promotion push in order to have other smaller growths which produce a second, third cycle and so on. The Scalloped pattern The scalloped pattern on the other hand, differs from the other two. Here sales go through a series of PLCs. This succession of life cycles is the result of good marketing. The company finds new uses of the product, discovers new future customers and sometimes the launches the product to new foreign markets. A great scalloped pattern example would be again a certain drug which company found new applications of it. Other Other alternative Product Life Cycles would be the Instant Bust, the Aborted Introduction, The Market Specialty and the Extended Life Cycle which is the most common type and we are going to analyze next. EXTENDING PLC EXTENSION STRATEGIES The life cycle of the products varies, as we have already mentioned, but sooner or later all products will eventually reach the maturity stage which will be followed by the decline stage. Since the most profitable period of the PLC is during the stages of growth and maturity, companies pay strong attention on the life cycle of their products and try hard to extend them especially as those life cycles near an end. This kind of extension can be achieved by operating certain strategies which usually are introduced during the maturity phase. The most usual and effective PLC extension strategies are the following: Re-Packaging Re-Branding Pricing Re-Designing Promotion New Markets RE-PACKAGING Re-packaging the product means basically that you alter the image of a mature product. The companies try to give a new image to their products in order to make them look more appealing to their existing customers and/or attract new customers. This slight alteration can be done by changing the materials, the size or the messaging on the package. Take for example a chocolate that a company has been selling for decades. Though the product was popular in the 1970s, the new generations will not buy it because is not as modern as they would like it to be. However, if the company changes it just a bit, then it can reach out to those people who will start buying it. RE-BRANDING Re-branding a product is a difficult extension strategy because the companies must change the packaging, the name and the total appearance of their product. This strategy is usually followed when the company wants to reach out to a different audience, target a different market. Take for instance a shampoo. The firm must consistently offer improved versions of this product to maintain the interest of its customers. Re-branding this product would mean giving it a fresh look and name and can involve developing comparative ads that explain how the product has changed and is now better than ever before. PRICING A widely used extension strategy is the re-designing of the products pricing strategy. This can be done by either reducing the products existing price, discounting, or by offering different pricing options. By using this technique, the companies reach out to target markets that couldnt afford the product, gain customers and sustain market share for the products that they offer. RE-DESIGNING Re-designing a mature product is actually the modification of the products features. This strategy is usually followed when the product must adapt to market changes or changes in buyers preferences (customers behavior). In order to do so, the companies, can change the color, the shape or the decoration of the product depending on what their target groups want. Additionally, the companies can add new features to a product providing alternative uses for it. These modifications must be noticeable to the buyer and satisfy his needs in a better way than before, or satisfy him in more ways. Finally, there are two types of value adding modifications: The retention type modification that increases the attractiveness of a product/service to the loyal customers of the company. The conquesting type modifications that allow a company to attract another companys loyal customers by increasing the appeal of its product/service to them. PROMOTION Promotion is used for every single product no matter the stage they are in. However when a product nears the end of its life cycle, the company tends to increase the advertising in order to increase awareness and remind customers the benefits of purchasing this product. The marketing departments can develop new advertising campaigns or stick to the old ones but increase the frequency of the ads. By using persuasive promotional techniques such as BOGOF (Buy One, Get One Free), companies try to stimulate demand. NEW MARKETS Companies can always expand abroad and launch in new markets. By expanding their products abroad, they can reach out to completely different customers (numerous cultural, social, political or geographical differences) and extend the PLC. This strategy can be very expensive since the market will be new and unknown, however, if its done properly, the product will be very profitable and wont fade away. To sum up, if the above product life extension strategies are done properly and be successful, then they can increase the profitable period of a product, generating additional profit from a mature or declining product. THE PROBLEMS OF PLC MODEL As mentioned above the standard PLC model is not followed by each and every product/service. In spite of the companies efforts, sometimes the poor marketing or the misunderstanding of the environments and the consumers messages can lead a product straight to the decline stage. Usually, the firms cannot predict the time that their product will need to go from one phase to another and sometimes they cannot even realize their products current stage. All these ultimately will lead the firm to take marketing actions too early or too late. Since every product is bound to spend different lengths of time in each stage there is no physical way of showing this on the PLC model. As Day (1981: 65) points out: The identification of the boundaries between phases will be affected by the variety of product life cycles patterns. The more variations of the PLC identified, the more difficult the positioning process becomes. Through the years, several scientists and authors have criticized the PLC model and have questioned its validity. In the table below we present some of those along with the problems that they found in this extraordinary model. Major criticisms and problems Authors The PLC concept has no practical use Levitt (1963: 93) It is still difficult to determine at which phase of the PLC a product or service is Levitt (1963: 93) Dhalla and Yuspeh (1976: 102-110) Grantham (1997: 9) The PLC concept has not yet been tested systematically Polli and Cook (1969: 385-400) The PLC led many companies to make costly mistakes and to neglect opportunities. It is often difficult to accurately determine in which phase of the PLC a product actually is. Shortcomings on the practical application of the PLC concept Dhalla and Yuspeh (1976: 102-110) There is still no evidence of the efficacy of the PLC as a tool to predict marketing strategy Dhalla and Yuspeh (1976: 102-110) Grantham (1997: 9) Most empirical studies testing the product life cycle concept have found that it lacks validity or usefulness for explaining sales growth Weber (1976: 125-132) The problem with the PLC concept is that sales are modeled primarily as a function of time and are expected to produce curves that display growth, leveling and decline Tellis and Crawford (1981: 125-132) In many markets the product or brand life cycle is longer than the actual planning life cycle or organizations Mercer (1993: 269-274) There is still serious doubt about the application of the product life cycle as a marketing tool Grantham (1997: 4) THE INVERTED PRODUCT LIFE CYCLE The inverted product life cycle was first invented by John A. Weber. Its a new framework that provides new aspects for viewing and understanding the possible growth opportunities for the organization. It is nothing more than the classic PLC concept. However, this inverse expands it into a detailed, inquisitive and intuitive tool for planning future growth. According to Weber the inverted product life cycle will help organizations to estimate the sales likely to result from taking advantage of available growth opportunities. The inverted PLC uses the industrys life cycle and not the products itself. It can be used in plenty ways such as to help the top management and the product line managers, assess alternative growth choices and international markets, separate the market segments etc. PRODUCT CANNIBALISM Product cannibalism is a phenomenon that appears when a company launches a new product, similar to other pre-existing ones, regardless of their market position. This is mostly due to the introduction of new technologies in the market, which makes cannibalism common among technologically advanced companies. When a firm decides to follow this strategy, it launches a new product to replace previews ones, which cannibalizes on the market share of its predecessors. The favorable case of cannibalism Product cannibalization has both a negative and a positive side. In a usual case of cannibalism, the improved product is introduced to the market when the older one reaches its peak sales. Prices for the new product are high, in order to sustain profit, as the previous version reaches the end of its life cycle. Sometimes, companies introduce a new product, before the existing one even reaches its maturity phase. It is important, for managers, to know exactly the right moment to introduce the new product, as mistimed actions can be catastrophic. The unfavorable case of cannibalism If cannibalism is implicated without caution, the results might be harmful for the company. These are: Smaller contribution to profit, as the new product sold at a lower price, does not yield as much profit as the previous one and does not expand the companys market share. Switching to a new product causes smaller combined profits from both products, compared to not cannibalizing. Changes in the manufacturing process may be too expensive to handle and cause a decrease in profit. A new product with higher risk may cause an unexpected rise in production cost and a decrease in profit margin. Offensive and Defensive Cannibalism strategies Product cannibalism can be used in order to hit the market leader, or repel competitive companies from stealing market share. Offensive cannibalism is useful when a company wishes to establish itself in a new market or expand its market share. For the market leader it is advisable not to cannibalize, until it is necessary. Companies should wait for the right moment, when they have developed or acquired technology allowing them to develop an innovative product. When competitors arise, they will be ready to quickly launch their new product, not only sustaining their market share, but increasing it as well as gaining larger profit. This is not always the case, as delays give competitors the opportunity to attack market share, before the leader is able to react. Defensive cannibalism strategies include: Cannibalizing before competitors, using proper timing. Early use of this strategy causes profits to drop, while late use causes a loss in market share. Using product cannibalism as a way to maintain a technological advantage over competitors. The market leader adjusts the length of the products life cycle this way. This is the case with Intel corp. cannibalizing its older processors in favor of new ones. Adjusting the cannibalization rate to pricing. The price of a new product determines the mix in sales between new and old. Giving the new product at a lower price causes cannibalization to be slow. In the opposite case, cannibalization becomes fast, as the new product is considered to be superior to the previous one. Minimizing cannibalization with the introduction of a new product to specific market segments. This strategy helps the company to maintain a balance between gain and loss in the market. Cannibalism and e-commerce Cannibalism is also common among companies that operate on the internet. Their strategy is to offer products at a lower price on the internet, compared to retail prices. Since buyers are affected by prices they choose to buy online, causing a reduction in volume for retail sales. Large companies such as Toys R Us (United States of America), have launched online ventures in order to achieve this result. THE PLC AND PRODUCT PORTFOLIO THE BCG MODEL Bruce Henderson of the Boston Consulting Group (BCG) has developed a matrix called BCG matrix. The BCG matrix is a portfolio planning model which is used to identify products, current and future market position, profitability, capital requirements and development opportunity. The BCG matrix is based on the theory of product life cycle and it is a well-known portfolio management tool. The BCG matrix is often used to know which products in company gets more funding and attention. Each product has its product life cycle and each phase in the product life cycle represents a different profile of risk and return. A company should retain a balanced portfolio of products that includes both high growth and low growth products. The high growth product is a new product that has to get to the market and it takes a lot of effort to get it there. The high growth products are those which are expected to bring the most profit in the future. A low growth product is already established and known by th e market. In other words these products are the milking cows that brings a constant cash flow. It is important for the companies to know what phase their products are in and in order to find this out they can use the BCG matrix. The model has four categories in a portfolio of a company. These four phases are: Star. If a product is placed in the category of stars it has a high growth and a high market share. The products are also those which are the leaders in the business but still they need to retain the market share with a lot of marketing and promotions. If the company manages to keep the market share the stars will grow into cash cows. The most important thing for a star product is to maintain the strong market position to later develop into a cash cow and try to avoid moving to a dog. Cash cow. When a product has reached a high market share in a mature market it becomes a cash cow. It is characterized by a low growth but a high market share. Due to the high market share there is no reason to invest on the product. A cash cow generates a lot of cash flow because of the high profit margins. This phase of the product life cycle is what every business strives for. Question mark. This phase of the products life cycle exists when the product enters the market and is waiting for the buyers to discover it. The strategy is to get the customer use the products. It is about a high growth and a low market share therefore question marks have high demands and low returns due to the low market share. If the managers do not manage to increase their market share these products will become dogs. When a product reaches this phase the company has to decide if they want to invest in it or to sell it. Dog. When a product has reached the low growth limit and when it has a low market share it is time for the company to remove the product from the market because expensive turn around plans do not help. One possibility the company has is to focus on a defensible niche. Generally, dogs should be avoided and minimized. These four steps of the BCG model can be compared to the model of the product life cycle. When the product life cycle is compared to the product portfolio concept, the marketing manager can take strategic decisions with greater certainty. We can compare the question mark phase to the introduction phase. When the product has evolved to become a star it has reached out to the market and also managed to get a strong market position. This can be compared to the phase of growth. After the period as a star the product turns to a cash cow which is also the maturity stage. Finally a declining product can also be called a dog. CONCLUSION The product life cycle model has been a central and crucial element of marketing theory for four decades. It has been helpful to marketers in their attempt to understand, conceive and analyze their products success and profitability and has proved itself to be an important research tool. Despite the criticism that it has received and the g