The Consumer Electronics Industry And Apple Company Marketing Essay

The Consumer Electronics Industry And Apple Company Marketing Essay With the global economy boosting rapidly and continuous development of high and new technology, the competition of consumer electronic industry is becoming more intense. Depend on the hi-tech, consumer electronics manufacturers are able to push forward the productivity (Robert G., 2009), constant develop the varieties of consumer electronics, improve quality of product and service to meet consumer changing needs (Jeffrey, 2006), create a better satisfied life and change the society deeply. In the past, consumers have only a little choice in the consumers electronics due to there were not have many manufacturers in this industry, consumers feel easily to select in purchasing decision process (Ralph, 2011), but consumers are overwhelmed by too many choices now. As the consumer electronics marketers have realized in coming face to face with the brutal reality that its more difficult and complexity than ever to beat the competitors, so great is the worry of being shut out of this growing market for global marketers of consumer electronics. Under this market background, the growing role of marketing is to be seen. Marketing is about business creates consumers interest in products and services to the right price and place at the right time (Philip Kotler, 2009). Marketing is relating to understanding the needs wants of consumers and finding ways to offer products services which consumer satisfaction (Adcok, 2001). Marketing as a process for manufacturing, communicating, delivering and exchanging that provide value for consumers (Hochbaum, 2011). The marketing aims at meeting the needs of consumers and consumer satisfaction in return for business profit (Mohan, 2005). The theory of marketing is enriched day by day, the successful marketing is essential to any marketers to succeed (Schultz, 2006). Thus, for being success of marketing as a practice, it can be composed of a coordination of four or seven roles called marketing mix and also is called 4Ps or 7Ps (Chekitan, 2005). Marketing mix as a useful framework is that describes and decides how marketers driven consumer behavior to gain competitive advantages (Dennis, 2001). Marketers use this practice to try to create the optimal responses in the target market by compounding variables in an optimal method (Keller, 2012). Increasingly consumer electronics marketers are also gradually conscious of maintaining their sustainable competitive advantage to marketing by translate their core values into a rational marketing mix framework to effect on consumer purchasing decision (Levinson, 2007), so in the process of marketing, the role of marketing mix are becoming more importance than ever before (Halborg, 2002). Nowadays, consumer electronics marketers strive hard to run their marketing scenario with the right marketing mix which will enable them to foster a strong and sustainable competitive advantage (Schnnaars, 1997), moreover, they are also attempting to come out with sophisticates, effective and aggressive marketing mix are used to drive consumer behaviors to achieve objective of marketing (Meerman, 2011). Despite marketing has own many different definitions, but no matter what, in short, they all try to clarity the essence of marketing is about meeting the wants or needs of consumers (Yelland, 2000). If marketers want to directly driven consumer purchasing behavior in marketing, the premise is that they must determine what the phases of consumer buying decision making process while buying a product (Blackwell, 2005) and which the major factors are affecting consumer purchase behavior in each phase of this buying process. In other word, marketers must to know the demographics of their consumers and demand preference (Rakesh, 2006). Therefore, marketing as management process, which products and services move from concept to the consumer (Caroline, 2003), it is a consumer focused marketing that drives the entire market. Consumer is a central to all marketing activities (Moreno, 2010). Understanding how consumer behavior when they recognizing it, searching for, purchasing to use, evaluating it and expected satisfying will creates potent and available marketing mix (Christensen, 1998). There are many different complex dynamics closely interwoven with marketing, but can exactly forecast consumer behaviors thereby develop effective marketing mix to drive the variables that achieve desired outcome in line with the concept of marketing where consumers are satisfied and marketers meets their objectives( Clayton, 1999). Moreover, once marketers understand their target market, it is most likely their competitive advantages will be delivered to their correct target market and change consumer behavior by marketing mix (Deborah J. 2012), resulting in an expected final sales. Meanwhile, theres more than one perspective to say is that consumer behavior is an analysis of people and it can be used to create marketing mix framework that as a marketing tool to achieve target segments (Harper Boyd, 2007). Hence when the marketing mix and consumers behaviors are intervened, marketers will be able to success in their marketing and higher profits in industry market and sustainable competitive to future marketing development (Baker, 2008). However, experience has taught us that due to the significant differences exist in the relationship between consumers demographic variables and their perceptions of marketing mix in marketing procedure (Michael, 2007). Therefore, leverage operating in this relationship can be deeply challenging. Against this background described above, the Apple will serve as a case study to understand how marketing will successful drive consumer behavior by their marketing mix, this research with explore a relationship between components of marketing about the Apple marketing mix and consumers choice of the Apple product based on effects of demographic variables. With the marketing mix and consumers perception for Apple product, the effects of marketing on consumer behaviors can be understand. The interest for this study will base on the increased attention toward Singapore. Apple is an international enterprise that makes consumer electronics, computer software and commercial service, their core product lines are the iPhone, iPad, iPod music players, Macintosh line of computers, software and iTunes media browser (Kuester, 2009). For now, Apple is one of the worlds largest technological consumer electronics firm and the pioneers of consumer electronic industry by led a technological innovation (Neal Goldsten, 2012), Apples core product had a large market share in current consumer electronic market. Apple is well known for its successful marketing with effective marketing mix, in this digitalize tide (Homburg, 2007), consumer electronics manufacturers create value in the mind of their consumers, but the perception of value is subjective and what consumers value this year may be quite different from what they value next year (Tyson, 2011). Facing this more fierce competitive market, Apple still can successfully analysis the next wave of trend and grasp the continuous change of consumer preferences every time. It is awfully strange: how Apple to drive their marketing with the right marketing mix framework which will enable them to became the current worlds most valuable company by used in different stages of consumer buying decision making process, how the effects of Apple marketing on consumer behavior? the reasons why Apple is really successful strategic secrets of marketing are still a mystery to people, but one thing of which can be sure is that it didnt happen overnight. This research attempts to find that in a successful marketing, if there is a higher influences relationship between consumer behavior and marketing mix based on demographic variables. Through analyze the consumers behavior and perception for marketing of Apple in Singapore, to understand what marketing factors influences on consumer purchasing decision and how marketing mix can change consumer behaviors. I am taking several core products of Apple, iPhone, iPad, iPod, Macintosh line of computers, software and iTunes media browser are involved on this subject research, why is Apple outsells most other companies? How they successful implement the marketing? How are these products becoming a market leading position? What makes consumers go for these products? 1.2 Rationale The rationale is selecting the Apple instead of others of many. Firstly, as my research is Apple centered rather than consumer electronics industry, because different companies have different effects of marketing on consumers buying behavior by different marketing mix framework, but can better understand the process of marketing through my research. The second reason is that only use core product will not broaden the scope of my study, this will benefit from data search that can be easily obtained. Apple started out to get a personal computer in the hands of everyday and unique of products succeeded beyond others. With the introduction of the iPod in 2001, Apple successful established itself as a leader in the consumer electronics market (Kumar, 2011), and transfers a single area of computer from a new direction (Napier, 2010). After these, the success of the iPad has subverted traditional concept of in PC market again (Schneider, 2011). Since 2007, Apple Inc. has published the mobile product of iPhone that it is mean the touch screen has emerged and a real mobile phone war has begun in the mobile world (LaMarche, 2011). Additionally, the iTunes success revolutionizes music industry when Apple rolled out it for the masses in 2003 (Jantsch, 2010). Few companies can disrupt an industry only with a single product is launched, but Apple whose history is filled with such technological world-changing moments. The third reason for using Apple as a case study is that Apple had many successes in marketing. Ill confident of get high quality data richly in my research. 1.2.1 Benefits to the Consumer Electronics Industry and Apple Company To analyze the marketing of Apple by its marketing mix will encourage more consumer electronics business obtain success in the future. This research will bring out the effective marketing mix in consumer electronics industry, which helps in marketers to better understand the needs of consumer and marketing communications to achieve the objectives of marketing. The study also will demonstrate how consumer electronics companies can align their competitive capabilities and core competences to marketing communicate with their consumers and better satisfying the needs of the consumers. Moreover that doesnt mean the Apple product will be the only consumer electronic for everyone and destroy every consumer electronic on the future market. Therefore, this research also will undoubtedly help Apple to better monitor the their marketing framework and their consumers, the research result of consumer purchase behavior will use as a guidance that help enterprise to strategic plan marketing by improve marketing mix for a sustainable competitive advantages, also effective marketing help they in innovate development based on existing products and services to attract more potential consumers and retain the loyalty of old customers, know clearly their future opportunities and threats are faced so that can continually keep an invincible position in future. 1.2.2 Benefits to the Academics and the Society This research will be expected to study marketing based on the relationship between the influence of marketing mix and consumer purchasing behavior with many theories, not much has be studied on what if any factors have effect on customers and their buying choices by business marketing mix in marketing procedure. This research will try to support the future research as much as possible, at the least to describe the latest trends and development of this subject. A study of the significant differences in consumer behavior and their perception of marketing mix based on a distinct geodemographics. Academics and society will benefit from the relative problems of this subject answered by this research. 1.2.3 Personal Benefits As a market researcher, Im particularly interested in the marketing relate to an effects of factors on consumer purchasing decision via marketing mix framework as the mediator will explicitly examined. This will also be a unique opportunity to study marketing that focus on consumer purchasing behaviors and business marketing mix, which will support me in my future career as marketing professional. In addition, as a future manager, this research will show my ability of expertise to recognize marketing planning while meeting tough limited budget and time requirement. This research also will demonstrate my determination in of engaged in marketing management after graduate and encourage my entrepreneurial spirit. 1.3 Research Aims The aim of this dissertation is to research the influence of marketing mix through attitudinal buying behaviors consumers and further to evaluate the effects of marketing mix on attitudinal buying behaviors consumers. To identify the significant differences exist in the relationship between marketing mix perceptions of consumers and their consuming behavioral intentions based on their distinct demographic variables. Determine the influences of Apple marketing mix on consumers and their self-demographic characters have been taken as independent variables, and consumers purchasing intentions toward Apple product would become as a dependent variable. Further how the above mentioned independent variables will impact the consumer purchase intention for an Apple product will try to be studied. To understand consumer behavior understands how they interact the marketing mix that more conducive to effective marketing. From investigate in term of how marketing mix of Apple influence the consumer purchasing decision in Singapore. Additionally, do identify and assess the successful marketing which would be more helpful to my future career way after graduation. 1.4 Research Objectives According to the research problem, rationale and main aim detailed above, my research objectives are: 1. To identify there is a significant differences exist in the relationship between consumers responses for Apple marketing mix and consumer buying behaviors according to demographic variables in Singapore market. 2. To evaluate there is significant differences exist in the relationship between demographic variables and consumer behaviors in Singapore market. 3. To evaluate there is significant differences exist in the relationship between demographic variables and the perceptions of consumers for the Apple marketing mix in Singapore market. 4. To identify there is significant positive relationship between consumers perceptions of Apple products and consumers intentions to buy according to demographic variables in Singapore market. 5. To identify there is significant positive relationship between consumers consciousness of prices for Apple products and consumers intentions to buy according to demographic variables in Singapore market. 6. To identify there is significant positive relationship between consumers perceptions of promotions for Apple products and consumers intention to buy according to demographic variables in Singapore market. 7. To identify there is significant positive relationship between consumers perceptions of channel devilry for Apple products and consumers intention to buy according to demographic variables in Singapore market. 1.5 Research Questions This research will try hard to offer an in-depth analysis of major research problem and seek to overall purposes of research, so research questions are highlighted to the following: 1. Will demographic variables make significant affect consumers intentions to purchase Apple product? 2. Will demographic variables make significant affect consumers perceptions for Apple marketing mix? 3. Will Apple marketing mix has a positive impact on consumer buying behavior? 4. Will the value of Apple product make positive affect consumers intentions to buy on alternative evaluation stage of consumer purchasing decision process? And will the value of money as a significant medium influence on post-purchase and customer loyalty? 5. Will the price of Apple product as a significant medium influence on alternative evaluation stage of consumer purchasing decision process? 6. Will the promotion of Apple make a positive impact on consumers intentions to purchase an Apple product? 7. Will consumption channel of Apple make consumers feel satisfied and comforted? And if has a positive impact on consumers intentions to purchase an Apple product? 1.6 Dissertation Structure CHAPTER TWO Literature Review 2. Literature Review 2.1 Concept of Consumer Buying Behavior Consumer buying behavior is study based on consumer purchase decision making process and act of consumers involved in buying and using products. (businessdictionary.com, 2010). Understand the needs of consumers and their purchase behaviors are important when a marketer comes to success delivering products to the market. (Sheth, 1973) However, the most challenging thing about that every consumer is unique and has his own reason for purchasing a particular product in satisfaction of his needs and wants. Consumer buying behavior also trends to move with change continually in influential factors. As marketers, they must know what factors influence consumer purchase. The earliest literature review on consumer buying behavior is the book of Golden Rules of Business Success by Tao Zhu Gong (Fan Li, 439BC), which record about the importance of understanding the current and forecasting the future consumer purchasing trends, and then educating consumers, thereby influence their purchasing decision (Kotler et al, 1994). There is a wonderful example of how does Apple through evaluate consumer behavior to obtain an effective online marketing. Apple assume about consumer behavior are reflected in their online shopping. In consideration of an assumption for consumers time presses and technical savvy, Apple focus on their products and technology, and design with a tag relating to their core products like iPod, iPhone, Mac and iTunes in website. The design aim at facilitate information intensive and more convenient to consumers online shopping based on Apple behavioral assumption for consumers. This is a minimalist method that Apple assumes their target consumers are suspicious of hard sell, so Apple tries marketing toward soft sell approach. 2.2 Six Stages Consumer Purchasing Process A consumer gets through six stages in any purchase (Vashisht, 2005) (see Figure 1). According to this model, a consumer must first be recognizing a problem based on his needs. This perceiving could be external stimulated by marketing communication, physical cues or seeing the product in use (Neal, 2006). When the consumers are aware of they need, and then meaning the identification of product consumer needs, this stage depends on how important the product is to consumer by socially, economically and psychologically (Adcock, 2001). Once the consumers have recognized a problem, they enter the information search stage on products that look for solutions to their problems. Consumers could undertake both an internal search (memory), and an external search from commercial or public sources (Belch, 2007). Consumers will also tryout the product if possible. The consumers will have a rank or shortlist from which they will buy the products by then. After the information search, the shortlisted products will be compared and evaluated by product attributes, subjective factors or personal criteria (Gilligan, 2007). By the end of alternatives evaluation stage, the consumers would have decided on an ideal product to buy. When the alternatives have been evaluated, the consumers will decide to purchase product includes from whom to buy, where and when to buy, even whether to buy (Vashisht, 2005). Khosla, Swati (2002) notice that marketer must facilitate the action of consumers on purchase intention. In the final stage of post-purchase evaluation, the consumer compares it with his expectations and ranks his purchase levels of satisfaction. The evaluation determines if the consumer will purchase this product again and tell others (Mullin, 2008). With the newest MacBook in June, 2012, a case about the influence of Apple successful marketing on a typical consumers purchase decision making process based on six stages mentioned above. At first a consumer is going to recognizing need. This problem is recognized by the stimulus, like Apples secretive press conference. The result as may not be a truly essential item but still become his needs and he so desperately want it. After recognizing his needs, consumer starts an information search stage. Depend on a high interest, he is going to search all pertinent information for the newest MacBook, because he want understand it better, it include opinions for others and reviews to weight his own options. During this consumer to evaluate the alternatives, the result in the newest MacBook is very different from others and it is an innovative product. Now to his purchase decision, he is inclined to purchase the newest MacBook base his evaluations on a truly need level. Lastly, when he has gained the newest MacBook, he feels satisfaction on the post purchase. 2.3 Factors Influencing Consumer Behavior Various analysts categorize the many factors influencing consumer behavior in different classification. Relevant ways are internal and external factors by Koudelka (1996) and categorization in to sociocultural and psychological factors by Hitesh Bhasin (2010). Mowen and Minor (2009) identifies five factors, which they categorizes in to Personal, Social, Cultural, Psychological and Situational factors effect on consumer purchasing decision (see Figure 2). This way is also endorsed by Kujnish Vashisht et al. (2005). 2.3.1 Personal Factors Gilligan (2009) opinion that each of us is unique traits such as age, knowledge, profession, personality, lifestyle and financial situation will influence our consumer behavior. Kotler (2009) identifies that individual factors are highly linked to the human psychological factors. According personal factors, Apple will segment market into a meaningful consumer groups, better serve toward target consumer groups, provide differentiated serve to target consumers and positioning themselves in the minds of consumers. Another compelling example highlights how does Apple utilizes personal factors to implement their marketing successfully. Due to Gilligans opinion for everybody is unique, Apple allow consumer according to their own favor to download the different software in their devices so that assemble into a unique product for theirself, such as iTouch allow consumers to download their own favor games, music or moves by iTunes, thus everyone has a unique iTouch that should aim to maximize consumer satisfaction. 2.3.2 Cultural Factors Bob Perry (2009) suggests that cultural factors has most important effect on consumer purchasing decision due to they are the major cause of a personal needs and behavior. Cultural factors include personal value, attitude, perception, etc. cultural factors dominated by personal social culture, geographical area, education level or religious belief and life experiences of shape the personal consciousness or behavior ways (Wilson, 2009). Berkman (1986) note that social status also plays a role will be reflected in the consumer purchasing habits by a combination of income, wealth, education, occupation and others. For example, consumers used to measure their social status by their consumption level, higher consumption level represents the higher social status, Apple successful utilizes this variable to induce consumers purchase Apple product on an expensive side. Owning an Apple product has become a contemporary social sign. It means that youre doing well enough financial conditions to piss away on a higher-priced consumption level. 2.3.3 Social Factors Human beings live in a society and social factors are really important influence for individual buying behaviors. Family members, friends, relatives or colleagues often form reference groups who play an important role in influencing the purchasing decision of individuals (Hoyer Haythornthwaite, 2002). Hence, Apple did a smart application about networking, public forums discussion, and online reports share to indirect influencing the consumer emotion. Based on the modern socially-connected world, Apple marketing has benefited to public praise, word of mouth way, social proof or media hype by this variable (Macinnis, 2010). 2.3.4 Psychological Factors Psychological factors include personal motivation, views, needs, attitudes or perception. Marshal (2007) believes that individually psychology is the biggest challenges will be managed. If a resource is scarce, people will put a lot of value to it, Fernbach (2012) said, consumers go nuts, and they want to buy it. The rarer a thing is, the more it is value has been become the Apples marketing mantra is used to driven consumers psychology. Fernbach also indicated two other psychological behavioral factors play a role in helping Apple draw their consumer behaviors to marketing are impatience and herd mentality. Apple thinks that when we see others doing something, we will automatically to following. When Apple release iPhone 5 in September 21st 2012, many consumers take the time to line up outside Meadows mall in order to first to get an iPhone 5 (Denver, 2012). Conformity psychological trend will add personal value, acknowledge and self-recognition (Herzberg, 1987). 2.3.5 Situational Factors Foxall (1998) identified that situational factors accounted for a large proportion of consumer purchasing decision. The act of purchase is influenced by many factors: physical environment (mood, weather or lighting), social surrounds (stores atmosphere) occasion (seasonal pressures) and even temporal perspectives (Stewart, 1987). 2.4 Types of Consumer Buying Behavior Henry Assael (1987) divide buying behavior into four types (see Figure 3), depending upon the extent of involvement and degree of difference among products: complex buying behavior, dissonance reducing buying behavior, habitual buying behavior and variety seeking buying behavior. 2.4.1 Brief Four Types of Consumer Buying Behavior Habitual buying behavior in results when the consumers choose between different substitute products with same features and functions, consumers will go for the one that they has been using before or familiar with it. Kotler (2009) is of the opinion that more due to brand loyalty than habit. Variety seeking consumer buying behavior is a randomly buy, the result when the consumer has decided on a different product every time. Adcock (2001) holds that switch a new brand not due to dissatisfaction for old brand, it only satisfy they to try out the new one. Dissonance reducing buying behavior as the third, consumers will be highly involved in this type of buying behavior due to the cost and risk of the purchase, but will recognize less or no product difference between the brands. They feeling distrust or disappoint (Wilson, 2009). Complex buying behavior takes place when highly involved consumers who compare with full brands of the products in the market. This type of consumer will go through a relative lengthy stage of information search and evaluation based on their needs (Baker, 2003). 2.4.2 The Application for Apple Company The analysis shows that four types of consumer buying behavior-based, Apple successful built their brand loyalists, this type consumers loyal to Apple brand goes beyond the product itself. For example, the loyalists who purchase Apple Mac because of them like and believe in the Apple brand. Apple positions their brand values in mind of consumers. Apple applies these values to design anything. If Apple were to sale a car as result in they should be also successful with their loyal consumers due to loyalists will believe that the same perceived across every Apple product they offer. In this research, according to the concepts, influential factors, purchasing decision making process and types of consumer behavior, consumers gender, age, education level, and income level as the most important demographic variables will be involved in Apple marketing. Apple applies these individual demographic factors to create marketing mix in order to cater consumers satisfactions. These demographic factors play a major role in consumer purchasing decision making process. Hence, the hypothesis one was stated as follow: H1: The significant differences exist in the relationship between demographic variables and consumers intentions to purchase Apple product. 2.5 Marketing Marketing Mix Adock (2007) using Neil Bordens 4Ps (1953) (see Figure 4), identifies marketing is that a right product, in a right place, at the right time and at the right price. Around this conclusion, the market competition between the businesses has moved from product, price, place and promotion to a single p-people, and that people are the consumers. Marketers are able to obtain more consumers that play a major role in deciding the winner in a diverse, complex and rapid changing situation (Uysal, 2005), because of they recognize that it look unlikely to produce one product that will satisfy all consumers in this competition. Instead, marketers must plan marketing mix to guide marketing. The marketing mix is the strategic framework to focus on developing best tactics and strategies to achieve marketplace success based on objectives of marketing. Marketing mix also as a strategic tool is that used in marketers to communicate their marketing objectives and control variables to their target market (Kolter, 2001). It includes 4 types of variables in marketing mix, also called the 4Ps: (1) product: supply of a tangible or intangible item to meet the needs of consumers, such as brand name, functions, design or packaging etc. (2) price: the amount of money a customer pay for the product, it may include pricing, discounts etc. (3) promoti on: the methods of communication that companies to delivery information to consumers, the means like advertising , sales promotions etc. (4) place: a location where is consumer to purchase, the decision such as distribution channels or transportation (Clemons, 2006). 2.6 The Extended Marketing Mix The Extended Marketing Mix of Booms and Bitner (1981) also called 7Ps (see Figure 5), as marketing tool that increase 3 variables based on 4 traditional Marketing Mix framework for seven. The 7Ps model is more useful for technological-intensive industries to attract and retain their consumers (Mauborgne, 2004). The expanded the marketing mix by replenishing the following three additional Ps: People refer to all individuals directly or indirectly involved in the consumption process. They include the workers, employees, management and consumers themselves. Process as methods, procedures of providing quality services and products and is an essential element of the marketing mix. Ph

Children learn in a variety of ways

In order to see why some kids are more successful as scholars than others it is necessary to see how success is to be defined. This is a peculiarly hard inquiry as a practician within an English secondary school, where two definitions presently persist. The National Curriculum ( the statutory model for instruction in England ) defines successful scholars as pupils who possess certain accomplishments[ I ]( see appendix A ) . This would connote that within English schools kids are deemed to be successful scholars depending upon whether they have developed the identified accomplishments. The accomplishments listed are non specific to any one topic and as such there is no demand for scholars to finish any traditional academic class. However, English schools are measured and judged by the criterions set by consecutive authoritiess. The current authorities has decided that a school ‘s success will be judged based upon their pupils ‘ public presentation in specified GCSE topics[ two ]( 5 A*-C GCSE ‘s including English, Maths, Science, Modern Foreign Language and History or Geography ) . This clearly shifts the focal point within English school from the accomplishments of successful larning back towards public presentation in traditional academic topics. Within this assignment a successful scholar shall be considered to be a pupil who achieves the English Baccalaureate. The writer acknowledges that the authorities ‘s current definition of success is controversial, non least of all as a consequence of the inclusion or exclusion of specific classs of survey. However this definition seems likely to be at the head of educational reform for the foreseeable hereafter and as such is of specific involvement to new practicians. This assignment seeks to critically analyze the consequence of theories of intelligence upon the success of a scholar. It is acknowledged that intelligence research is a monolithic field and that hence this assignment can non measure the full range of research. The focal point of this assignment will stay steadfastly grounded in the deductions of theories within instruction. If intelligence, nevertheless defined, were the lone finding factor upon the success of scholars so a simple trial should be able to accurately foretell the educational results for every kid around the universe. This is clearly non the instance. Individual pupils interact with the universe, and accordingly, the instruction system in a assortment of different ways. There are legion factors impacting upon this interaction which autumn outside of the range of this assignment. Nevertheless it is of import to retrieve that pupils ‘ ultimate success at school can be earnestly affected by factors such as the pupil ‘s motive, their cultural background and any Particular Educational Needs. By definition, it is clear that the whether or non a pupil achieves the English Baccalaureate does non take into history the single differences between scholars. There is no universally acknowledged definition of intelligence. A simple hunt in the Oxford English Dictionary reveals legion definitions, supported by quotation marks within written English dating back every bit far as the 1300 ‘s[ three ]. The word itself holds a curious topographic point within society, its importance is revered and yet its significance can non be easy defined. So what is intelligence? At its most limited definition, â€Å" intelligence is what intelligence trials step †[ four ]. A individual ‘s public presentation on a set on unrelated specified undertakings. However in order to follow this definition of intelligence it is necessary to cognize what it is that intelligence trials really test. At the clip that Boring made his statement ( 1932 ) his statement was genuinely round, neither he nor anyone else at the clip knew what the trials measured[ V ]. In regard of the deductions of intelligence theories on instruction trials began to be developed in France around 1904. Such trials were devised by psychologists such as Binet to foretell ‘success ‘ within the Parisian School system, to the extent that he abandoned the usage of any trial which did non separate between the kids irrespective of its conformity with his vague and traditional theory of intelligence. It would look that Binet ‘s work was non based upon any fresh theory of intelligence, simply the practical job of screening kids into those who could and could non execute in a traditional school scene. Binet ‘s ensuing trial was weighted towards mensurating verbal memory, verbal logical thinking, numerical logical thinking, grasp of logical sequences and an ability to province how one would work out the jobs of day-to-day life. An person ‘s trial mark age was so compared to their existent age. This work formed the footing of Stern ‘s develo pment of the â€Å" intelligence quotient † . The success envisioned by Binet and the Gallic Government at the clip is really similar to the success required by the current UK authorities. Therefore such trials will go on to be a forecaster of success today. Given Binet ‘s attack to the development of his trial, it would look that despite being credited as the Godhead of the first intelligence trial he was in fact the Godhead of a standardized appraisal trial. In recent old ages at that place has been increasing concerns over the impact of national trials. Standardized appraisal trials have been dropped at Key Stage 3 wholly and reduced to merely trials in English and Mathematics at Key Stage 2. In 2010 many primary schools took the extra measure of boycotting the national trials, directing their pupils to secondary schools with Teacher Assessed Levels. Whilst many argue that instructor appraisal leads to better truth than trials for which pupils are extensively prepared, how so can it be the instance that while many instructors are reasoning against the usage of SAT trials in UK schools, they continue to utilize the information provided from intelligence and cognitive ability trials. The usage of intelligence and cognitive intelligence proving within UK schools has increased dramatically within recent old ages. Within this field there are two chief trials which a big figure of pupils presently sit ( CAT and MidYIS/YeLIS ) . These trials are frequently used to help schools in the scene of mark classs and ability grouping without the coaching antecedently experienced in readying for SAT ‘s. Despite this being normal pattern in many schools, it remains controversial. The usage of such trials within schools strengthens the position of intelligence and intelligence-style trials as simply a method of finding success in school. The thought of ‘intelligence proving ‘ has been developed well in the United States since Binet ‘s original work and is now applied in a assortment of different ways, frequently with terrorizing consequences. The writers of The Bell Curve sparked monolithic contention with their work sing the IQ tonss of cultural groups within the United States. Their work seamed to back up the position that intelligence was unconditioned, that it could non be altered and that people with low IQ ‘s caused the jobs within society. This has caused monolithic concern around the universe and the potency for this system to be used to warrant societal segregation or worse can non be ignored. Whilst it is outside the range of this assignment to to the full measure the ongoing nature versus raising argument, it is the writer ‘s position that if a pupil can be ‘coached ‘ to better their consequences on the SAT ‘s trials so it is imaginable that they could be ‘coached ‘ to better their mark on an IQ trial. In response to the publication of ‘The Bell Curve ‘ concern began to turn sing the limited nature of intelligence, as measured by the ‘intelligence quotient ‘ , and any cultural prejudice within the trials. What is valued within a peculiar civilization has monolithic deductions of the development of its people and its construct of intelligence. The original intelligence trials were devised with Western school success in head and early illustrations contain clearly cultural and socio-economic based inquiries. In visible radiation of this concerns sing the US-centric intelligence research Stern berg kind to see the deductions of civilization upon theories of intelligence. In his article Culture, direction, and assessment Sternberg looked at his and other research workers work sing the impact of civilization. The research indicates that ; the act of assessment itself can impact upon an person ‘s public presentation as different civilizations have different outlooks of how they will be assessed, that persons in different civilizations may believe about constructs and jobs in different ways, that public presentation is improved when the stuff being assessed is familiar and meaningful to them, that academic accomplishments are non every bit valued in all civilizations peculiarly where certain practical accomplishments and cognition help them last in their environment. Whilst researching in Africa Sternberg found that many of the traditional positions of intelligence, valued in western so ciety, were frequently considered ‘stupid ‘ in different civilizations i.e. it was non the instance that they could non screen the points as required by the trial but they thought that do so was a mark of stupidity. In response to this find Sternberg developed his theory of successful intelligence ; nevertheless it is non the lone theoretician to review the current system culturally-loaded attack. Gardner MI â€Å" puting logic and linguistic communication on a pedestal reflects the values of our Western civilization and the great premium placed on the familiar trials of intelligence. † These cultural differences can non be forgotten and may function to foreground a failure on the portion of the Bell Curve to look into the grounds for the differences they identified. In a multicultural society how can we be certain that the trials are appropriate for the pupils sitting them? It is argued by the writer that without extended research into the cultural cogency of trials such as CAT and MidYIS, their consequences may take to pupils losing out on chances whilst could otherwise be unfastened to them. Whilst there has been increasing usage of intelligence proving within schools in recent old ages for all students, it has frequently been used to name larning disablements. What deductions for ADHD etc if a wide definition of intelligence had been accepted â€Å" adaptation to the environment † . Such trials are frequently performed by educational psychologists utilizing US-centric trial systems. In response to the increasing desire to label persons as ‘unintelligent ‘ due to their single differences, theories began to spread out the traditional position. Sternberg the â€Å" inclination to blend tonss on trials of intelligence with some sort of personal value † ( 2003b p13 ) . Many theoreticians have purported to follow a wider attack to the significance of intelligence, nevertheless few have really sort to use this to their ain actions or trials. A authoritative illustration of this can be found in the plants of Wechsler, who gives his name to a really traditional manner intelligence trial. Wechsler describes intelligence as â€Å" the sum or planetary capacity of the person to move purposefully, to thin rationally and to cover efficaciously with his environment † ( 1958 p7 ) . However his trial does non reflect this position. This highlights the trouble in inventing trials which match broader theories of intelligence. Given the jobs associated with traditional theories of intelligence, which all excessively frequently focused merely on accomplishments which are valued in the peculiar parts of society, theorists kind to promote a lodger position of intelligence. Sternberg â€Å" the clip possibly has come to spread out our impression and everyone ‘s impression of what it means to be intelligent † ( 2003b p 69 ) . This is an interesting pick of phrasing. It implies that it is non merely theorists which need to spread out their impression ‘of what it means to be intelliegent ‘ but the general populace every bit good. Sternberg proposed his theory of successful intelligence, backed by international research, to explicate why some of the most successful persons in the universe are non considered to be traditionally intelligent. â€Å" A cardinal facet of the theory is that success is defined in footings of a individual ‘s single ends with the context in which that individual lives, instead than in footings of more generalized ends that somehow are supposed to use to everyone. † TFSI â€Å" no affair how good traditional psychometric or cognitive theories account for public presentation on intelligence trials, they seem non to travel much beyond the trials in footings of their ability to account for intelligence in the mundane universe † p.317 â€Å" The triarchic theory is an effort to history for, in a individual theory, what in the yesteryear has been accounted for by multiple theories frequently perceived to be in struggle with each other. † P.325 â€Å" The point to be made, so is that intelligence is non a individual thing ; It comprises a really broad array of cognitive and other accomplishments. Our purpose in theory, research, and measuring ought to be to specify what these accomplishments are and to larn how best to measure and develop them, non to calculate out a manner to unite them into a individual, perchance nonmeaningful figure. â€Å" p. 327 p.335 beyond IQ â€Å" many bing theories of intelligence are uncomplete instead than incorrect † p.328 â€Å" each of the three subtheories of the triachic theory has received at least some empirical proof and amplification, although more empirical research and theory development are clearly needed. † p.334 â€Å" Our research, like that of others, is hindered by the deficiency of entirely satisfactory exeternal standards against which to formalize our theories and steps. † The trouble with bring forthing a wider theory of intelligence is at what point do you halt? What is included and what is non? Where is the line to be drawn? It would look that Sternberg believes that within the US the broadening of intelligence has gone excessively far. â€Å" In U.S. society, cognitive accomplishments have become practically equated with rational skills- the mental bases of intelligence. This equation is a error. † ( Sternberg, wisdom, Intelligence and Creativity synthesized 2003b ) On this point there is one theoretician who has been to a great extent criticised for spread outing this theory excessively far. Howard Gardner appears to hold an of all time turning list of ‘intelligences ‘ each one more vague and abstract that the following, many overlapping with his old classs. The chief expostulation which many people have of Gardner is his usage of the word ‘intelligence ‘ to depict what many would prefer to be known as abilities, accomplishments, endowments or capacities. In response to such unfavorable judgment Gardner explained that he realised, â€Å" that each of these words harboured booby traps, I eventually elected to take the bold measure of allowing a word from psychological science and stretching it in new ways aˆÂ ¦ I was suggesting an enlargement of the term intelligence so that it would embrace many capacities that had been considered outside its range † ( 1999 p33,34 ) . â€Å" There is nil charming about the word â€Å" intelligence † . I have intentionally chosen it to fall in issue with those psychologists who consider logical logical thinking or lingual competency to be on a different plane that musical problem-solving or bodily-kinesthetic aptitude. † ( Multiple intelligences ) â€Å" To name some â€Å" endowment † and some â€Å" intelligence † shows this prejudice. Name them all â€Å" endowments † if you wish ; or name the all â€Å" intelligences † . † â€Å" I think of an intelligence as a biopsychological potency. That is, all members of the species have the possible to exert a set of rational modules of which the species is capable. † â€Å" When I wrote Frames of Mind, I was excessively promiscuous in the usage of the term intelligence, and I applied it in countries where it would hold been preferred to deploy other nomenclature. † Cogency of MI â€Å" it surveys a broad assortment of independent research traditions: neurology, particular populations, development, psychometries, anthropology, development, and so on. The theory is a merchandise of the synthesis of this study. † â€Å" the contention that MI is non theory until the experiments are performed is indefensible. † â€Å" If other researches, looking at the same empirical informations or at new empirical informations, were to come up with a list of modules that were better supported, the current versions of MI theory would be called into inquiry. If there turned out to be a important correlativity among theses modules, as measured by appropriate appraisals, the supported independency of the modules would be invalidated. Furthermore, the theory could be partly disconfirmed on any figure of finer points. Possibly one or more of the campaigner intelligences will be found to be inadequately justified based on farther reappraisal. Possibly there are campaigners that I have non considered. Or possibly the intelligences are non about every bit independent as claimed. Each of these options can be through empirical observation verified and can supply agencies for disconfirming or redeveloping the theory, although in the instance of certain alteration, there might still be some public-service corporation to the theory itself. † The writer would travel as far to province that Howard Garner has non created a list of intelligences, but yet another list of larning manners. This averment is supported by the overplus of articles and books written on the topic in the US and throughout the universe. The application of the theory to the schoolroom puting reads merely as any text on acquisition manners, speaking about holding an consciousness of kids ‘s single form of intelligences, of learning in such a manner that all students have entree to the information in their preferable manner and of developing countries where kids may demo a failing. Sternberg ‘s work is besides non immune from such unfavorable judgment, in his work sing learning for successful intelligence besides describes the theory in a really similar manner to that of acquisition manners. â€Å" The theory of successful intelligence holds that some pupils who do non make good in conventional classs may, in fact, have the ability to win, if they are taught in a manner that is a better tantrum to their forms of abilities. † Teaching for successful intelligence. â€Å" One of the most utile things a instructor can make is to assist a pupil figure out how to do the most of what he or she does good, and to happen ways around what he or she does non make so good. † Coffield ‘s work in this country has found that there are far excessively many accounts of larning manners.

Printing Press Consequences

The Consequences of a Forgotten Invention There have been people who have influenced every person in the world yet a seldom few know their contributions let alone their names. Of these people was a man named Johannes Gutenberg; the man who invented the printing press. The printing press is one of those inventions that most people take for granted and do not realize their importance. Without the press we would still be handwriting every single copy of any book every written and so the question is what were the main consequences of the printing press? That is, what happened as a result of the invention of the printing press?The answer is that it marked the transition from script to printing and it allowed the mass production of information, which in turn allowed ideas to spread quicker. The ability to have a mass production of information has transformed almost all aspects life and all fields of study. Two of these topics include religion and geography and exploration. This essay will first explain the importance of the transition from script to printing and then will go on to explain the impact the press had on literature and geography and exploration in order to elaborate on the latter consequence listed above.Perhaps the absolutely most important thing about the invention of the printing press is that it marked the transition from script to printing. As seen in Document A, whilst comparing the two images, the effect of Gutenberg’s invention is very clear. In the top visual, which shows the dictation method, it can be seen that the process is very lengthy and tiring. Also, only a few books are visible. Whereas, in the bottom visual, which shows the printing method, there are many papers in sight and the process seems to be a lot less time-consuming.From this it can be concluded that printing is a lot more efficient method of producing books and no longer required laborious hours of writing manuscripts. This conclusion can be supported by the next documen t: Document B. By looking at the maps it becomes apparent that the people back then also had similar opinions about the printing press as, with-in thirty years, the number of printing presses in Europe more than quintupled. In 1471, there were about a dozen presses but by the end of the century, there were upwards of 65 in the continent. However, Document C represents a contradicting opinion.This source claims that people still liked hand-written documents over those that were printed. This was bound to happen because, even like today, hand-made items are always considered more precious but the more practical solution will always prevail, which, in this case, was the printing press. In the subsequent paragraphs, the consequences of this transition on various aspects of life will be explained. ‘Gutenberg’s invention probably contributed more to destroying Christian concord and inflaming religious warfare than any of the so-called arts of war ever did. These twenty-four w ords written by Elizabeth Eisenstein in her book, ‘Printing Revolution in Early Modern Europe,’ (Document E) perfectly describe the consequence of the printing press on religion. Around the same time as the birth of the printing press, a desire for reformation in the Church was also arising amongst the people. According to history, Martin Luther lit the fire of desire by posting his 95 Theses on a Church door. However, what is not being taken into account is that Luther’s ideas spread quickly solely because of the printing press, as John Man explains in Document D.Had his ideas not spread all over Europe with-in a month, reform would have come much later or perhaps never. Similar to Luther’s 95 Theses, the Polyglot Bible, which allowed ordinary people to understand the Bible as it was written in nine different languages, would not have spread around Europe so rapidly if it were not for the press. Both, the Polyglot Bible (Document G) and Luther’s 95 Theses (Document D), fueled the Protestant reform but would not have even close to as big of an impact if it were not for the printing press.The map in Document F verifies this statement because it shows how quickly Protestant ideas spread around Europe. In merely 60 years, Europe went from being completely Catholic to roughly half Protestant and half Catholic. This in itself further emphasizes how mass production of information allows ideas to be spread faster and therefore demonstrates the one of the consequences of the printing press. Along with the religious turmoil came times of great exploration. Partially credited to Renaissance ideals, Europeans began to explore the world. Perhaps the most famous explorer of all is Christopher Columbus.In 1492, he did indeed sail the ocean blue to discover the Americas. After Columbus, came other great sailors from various other European nations who explored other parts of the world. Believe it or not, the printing press served a great purp ose in exploration too. Columbus sent a letter to the King of Spain, which talked about the New World. According to Document H, this letter was translated and published over and over again and with-in a year it reached places as far as Antwerp. In the succeeding years Europeans embarked upon a great number of voyages.This indicates that Columbus’ letter was likely to have sparked curiosity or even jealously into the hearts of other Europeans and so they to began to explore the world. There was an obvious correlation between exploration and maps. As seen in Document I, the more people that explored, the more accurate the maps were became. The relationship goes the other way too. The more accurate the maps were, the better the explorer can judge where they were, which then allowed them to have a better sense of direction. The printing press played a huge role in the publication of maps.With the press, maps now looked the same, unlike before when they were drawn by hand, which a llowed for inconsistencies amongst copies of the same work. Once again, this highlights both consequences stated above: the press allowed the mass production of information and marked the transition script to printing. In conclusion, it can be clearly seen that the printing press revolutionized the world on a countless number of levels. It transformed the way people communicated and the way information was dispersed. The transition from script to print was huge because the press was far more efficient for publishing any kind of information.As a result, there could now be a mass production of information. It was made obvious, through the examples given, how mass production fueled the Protestant Reformation and perhaps even sparked the age of exploration. Taking all this information into account there is no doubt that the consequences of the printing press were that it marked the transition from script to printing and it allowed the mass production of information, which in turn allowe d ideas and information to spread over a large distance in a short period of time.

U.S. Foreign Policy Toward Taiwan Essay - 1232 Words

Introduction The American foreign policy affects everyone in some type of way, shape or form. After all, all actions and decisions made by our nation have both positive and negative consequences on its citizens. A controversial issue or nation so to speak that the United States has been dealing with and is currently dealing with today is Taiwan. Taiwan, also known as the Republic of China, faces several elements implicated by the U.S. foreign policy. The first element of American foreign policy is that the United States only recognizes one China. Whether it’s the China to the left of the Strait or the Taiwan to the right, it is up to both sides. The second element of American foreign policy is that Washington encourages dialogue between†¦show more content†¦To this day, the United States stands by its policy of only recognizing one China (Taiwan: Maps, History, Geography, Government, Culture, Facts, Guide Travel/Holidays/Cities | Infoplease.com, n.d.). The Shanghai Communiquà © The Shanghai Communiquà © was signed on the 27th of February in 1972 between our country and the Chinese. The communiquà © was drafted by Henry Kissinger the National Security Adviser at the time and Chou En-lai the Chinese Prime Minister. Ultimately the communiquà © pledged China and the United States to work towards normalizing their relations, expanding â€Å"people-to-people contacts† and trade opportunities. This is where Taiwan came into play. Neither side wanted to broach the subject of Taiwan, but this tiny island was a massive block throughout the negotiations. However, neither China nor the United States was going to let China hinder the start of their developing new relationship. The Normalization Communiquà © The Normalization Communiquà © was announced by President Jimmy Carter and went into effect on January 1, 1979. Prior to this announcement, Western nations had been selling military equipment to Beijing permitted by President Jimmy Carter. 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