High Wire Essay

The living standards of an individual in any country depend on numerous factors. The economic conditions of that country, is one of the most important factor which influences the lives of the people living and working in the country. The changes in the economic conditions of country have a huge impact on the lives of people, as they affect their earning and spending capacity. One such country which is experiencing massive changes in its economy is America. America was regarded as a country where one can achieve his/her dream of an affluent and prosperous lifestyle but the recent economic situation in America tells another story. The book â€Å"High Wire: The Precarious Financial Lives of American Families† by Peter Gosselin deals with the economy of America and the changes it has undergone since 1970s. The author brings forth the affects of these changes on the financial lives of Americans. The changes in the economic policies of America have led to a situation in America where Americans are being deprived of financial security. Through his book, Gosselin throws light on the financial life of Americans which is becoming more and more insecure, owing to the shift of risk from the employers to employees, from the insurance companies to their clients and from the federal government to the American people. Financial Lives In the book â€Å"High Wire: The Precarious Financial Lives of American Families† by Peter Gosselin, the author focuses on the financial lives of Americans in the present times. He begins his book by pointing out the difference in the economic conditions in America and the financial lives of its people in the past and in the present times. In the period that followed World War II, Americans led a life of prosperity and affluence, owing to the favorable economic conditions in their country. â€Å"The first is that for most of the past quarter century, the United States has enjoyed the return of a resilient and growing prosperity that once seemed lost. † (Gosselin 1). But in present times, the financial lives of Americans have been affected by the changing economic scenario in their country. Even if they are leading a life of prosperity, they are insecure regarding their financial lives. â€Å"The second fact is that many of us, even the affluent among us -those with family income running into the hundreds dollars-have arrived at the new century increasingly uneasy, with a gnawing sense that our circumstances are changing in ways that leave us less secure. † (Gosselin 2). The lack of security is having a huge impact on the lives of Americans. After citing the economic situation, in which the Americans are leading their lives, the author goes on to analyze the reasons for this insecurity that is gripping Americans. The foremost reason he mentions in his book is related to the new economic policies which places the risk on the individuals instead of government. â€Å"In its place, wrapped in the economic doctrine of free markets and the moral precept of personal responsibility, stands a new first principle: Each of us is now expected to forge our own future, free to rise or fall as our talents or luck may dictate. † (Gosselin 4). In support of his claim, Gosselin provides numerous examples which prove the shift of risk from government, employers and insurance companies to the people. Insurance companies are taking advantage of the new economic policies and reducing the payments which are claimed by their clients. In such circumstances, American people are forced to bear their medical expenses, without any substantial support from their insurance companies. The concept that individuals or companies are responsible for their own financial conditions has led to the collapse of even big companies. â€Å"Within days, in September 2008, another investment bank, Lehman Brothers, was on the brink collapse†¦.. But Paulson under intense political pressure from Conservative Republicans in Washington to invoke moral hazard and let the company fail†. (Inside The Meltdown). Another factor that has greatly influenced the financial lives of Americans is the effect a job loss has on the work life of an individual. The unemployment benefits that a worker receives after a job have reduced drastically in the comparison to the times before a couple of decades ago. The author also brings forth the fact that a job loss leads to a greater drop in wages in present times. A worker, who has lost his job, is compelled to work on fewer wages on his next job, thereby leading to a drastic reduction in his/her spending capacity. Effects on Individuals The effects of the drastic changes in the socio-economic policies of America on individuals working and leading their lives in America are presented by Gosselin. He writes in his book that in present times, American people are more concerned about the problems they will face in their financial lives than the national problems. â€Å"Indeed, it has not been public events that sometimes awaken us and leave us tossing in bed. Instead, fleetingly, but recurrently, we have been night stalked by questions about our private lives. † (Gosselin 2). They are worried about their medical expenses, the cost of education of their children, the impact a job loss would have on their family. The author cites the examples of some individuals in his book to bring forth the impact the changed rules in American economy is having on American people. He writes about real people whose financial lives have been largely impacted owing to the new economic policies in their country. Individuals like Debra Potter had to bear the medical expenses on their own, as their insurance companies, taking advantage of the new economic policies, refused to pay them the proper amount of benefits liable to them. People received benefits from their insurance companies but they were insufficient enough to cover their medical expenses. A job loss turned the life of an individual upside down, like Coss who had to manage with meager unemployment benefits after losing his job as the Vice President of a reputed bank. â€Å"As Coss-tall, taciturn, with short-cropped almost military, hair- recounted what it was like to go from earning several thousand dollars a week to collecting a few hundred in unemployment benefits. † (Gosselin 6). With the aid of statistics, Gosselin proves his claim about the growing insecurity among the Americans regarding their financial lives. The changed economic conditions has created such a situation in America where financial lives of its people lack the security which is needed to stabilize them when they are effected by a job loss, medical expenses or college education. The government is not providing a security net where people can cope with the changes that new economic policies are having on their financial lives. People have to deal with these changes on their own. â€Å"Instead of joining together to solve problems, that affect the whole society, the heralds of the new approach say, more responsibility should be placed on individuals and families.† (Gosselin 5). Even though the number of people whose financial lives have changed owing to the new economic situation is less, these effected people are less likely to return to their former financial positions. â€Å"As with so much else about the present economy, the dangers are like rifle shots, hitting fewer targets but doing more lasting damage. † (Gosselin 54). The financial lives of Americans are being influenced by a number of factors. Through this book, Gosselin brings forth these factors and the impacts these factors are having on the way the Americans are managing their work lives and family expenses. Conclusion The author has put forth the current economic situation and the impact it is having on the financial lives of Americans in his book â€Å"High Wire: The Precarious Financial Lives of American Families†. Being an economics reporter, the author has succeeded in presenting the real picture of American economy and the insecurity experienced by American people regarding their financial lives. His book differs from other books written on this topic, for Gosselin has presented an accurate depiction of American economy in present times. He also brings forth the reasons which have led to insecure financial lives for the Americans. He holds the government and the companies responsible for this situation in America. But he fails to consider the other factors that are influencing the economic situation in America. He focuses only on the economic policies of American government and American companies, and ignores the impact of other countries on the American economy. The book has aided me in understanding the present economic condition of America and the risk its people are facing regarding their financial lives. It also made me aware of the negative impact the new policies are having on American economy. My thinking that the new economic policies were assisting in the economic development of the America was proved wrong after reading this book. The book can be helpful for economists as well as the common people of America, for it will inform them about the reasons for their insecure financial lives, and this information will assist them in voting for appropriate candidate during the Presidential elections.

Of Mice and Men Prologue

The sun set through the window of the bar. A girl with bouncing brown ringlets and yellow feathers in her hair and deep blood red lips was set on a bar stool talking to the bar tender, â€Å"I tell ya what Tony, one day I'ma be somethin', you just watch. I ain't selliin you no baloney. I'ma go into town, get outta this hell hole and make something of myself. I wasn't born to be a nobody singin' in a bar every night that's for sure, I'ma make it big Tony. I'ma be in the pictures one day.† â€Å"You need to stop dreamin kid. It ain't gonna get you nowhere just broken hearted. We all have our hopes an' dreams, but nothin' ever happens. You best go get ready now, you're on in five.† The girl was barely 16 in her bright blue eyes, but was looking more than 25 in her low cut sparkling sun yellow dress. She shuffled off her bar stool to the stage where she stood in front of her microphone facing the audience of big burly men shouting at each other, playing card games, and drinking ale. The man on the piano started playing and the room went silent, all except one voice and a piano. The sweetest sound anyone in that room had ever heard. The girl sensed all the men's eyes falling on her and she cherished the attention. She started to shake her hips and glide around the stage, lapping up the wolf whistles from all the men. Two men entered the bar, both the same height; One was an elderly men, with white hair and a beard, the other just slightly older than her. They stood out amongst all the other men in the room that were dressed in denim. They were seated at the table right in front of the stage. The girl couldn't take her eyes off the younger man. Something about the mystery of him was giving her stomach butterflies. She finished her show to a big applause and shouts from all the men apart from the two at the front who just applauded quietly. She took her place back at the bar, â€Å"say, Tony, what are them two doing here?† She pointed carefully at the men near the stage, â€Å"They certainly ain't from this town, for sure.† Tony looked over and sighed, â€Å"Don't know who they think they are, flashin' their stuff like they somethin' special, folk like them got no business in places like this†¦Ã¢â‚¬  Tony quickly stopped talking as he saw the youngest of the men walking over. â€Å"Hey, my name is Rico Millegrew, I work for a talent agency. Me and my old man heard you were good and came to check it out, we'd like you to join our agency, try you out for acting, get you in the pictures, we seen what you can do with your singing and you're quite a looker, we think you could really go far.† The young girl looked astonished, â€Å"What you tryna say?† Her face gleamed and the excitement grew inside her when she thought of all the nice clothes and money she'd have. â€Å"Just give me your address and I'll send a letter out to you first thing†. Tony who had been listening very carefully to the conversation slipped her a piece of paper and a pen, â€Å"Lola, think what ya doing kid, it could be a scam, you hear about this kinda stuff all of the time, guys pretendin' to be somethin' they ain't to take advantage of young girl like you.† Lola stared at him, â€Å"Shut up Tony! What do you know? Just ‘cuz you're goin' nowhere with your life don't mean you can try to ruin mine. I know you want me to stay here in this hell hole wit you ‘cuz you got no chances but I ain't, you hear me? This is my chane, I'ma make it big Tony and then we'll see who was right!† The anger flared in the girl's eyes as she listened to the cruel words of her friend trying to ruin her dream. In anger and excitement she scribbled down her address and name and gave the paper to the man, â€Å"promise ya'll write, you better make sure you write to me now!† The man looked at the stressed girl and muttered before leaving the bar with the other man. The girl grabbed her coat and ran underneath the moonlight, all the way to her house. She flung open the door, â€Å"Ma'!† she cried towards the middle aged morose looking woman sat next to the fire rocking a cradle. The woman stared at her like she was mad as she told her the story of the men at the bar and how she was going to make something of herself. â€Å"You're crazy!† she shouted at the young girl, â€Å"You ain't going nowhere, you're too young, you don't think we all have dreams? Well I had a dream once, look where I ended up! A single mother with six kids, and you screaming nonsense at me! Some life this is ain't it!† The woman panted to catch her breath, â€Å"Stop bein' so ridiculous, life ain't a dream, life ain't easy, you ain't takin' any easy route missy, you just gonna end up like me and all the other women in this god forsaken town, a worthless nobody, only good for poppin' out babies an' your husband runnin' off with some cheap lousy tart† The young girl was reduced to tears, she ran upstairs where she refused to come ou t of for days. Lola spent three, slow months waiting for the letter. She'd been panicking that it wasn't coming, worrying she had given the wrong information, blaming Tony for making her blow her top in front of them. After another three months, June was approaching. Eventually, 6 months of waiting and blaming everyone for it not coming had made Lola realise there would never be a letter. The hot sun gleamed through the bar window. Tony stood in his usual spot behind the bar cleaning glasses, he noticed the tired dead eyes and flat dirty brown hair of the girl that had just walked in wearing a dirt stained sun dress. After 6 months, Tony hardly recognised the girl that was staring at him and he immediately knew what had happened, she never got the letter. He didn't say anything, just got her a drink. â€Å"On the house.† He said to Lola. She was bewildered at his generosity after how she had treated him, â€Å"thank you,† she said solemnly and gave him a weak smile. She took her drink and set at the bar till the sun set, drinking till she was half-dead. â€Å"You've had enough Lola,† Tony said looking at the limp body sprawled across the bar, â€Å"you need to be getting off home.† He looked around the room for help and saw a small man with coarse wire hair standing near the bar, â€Å"you couldn't give me a hand now could you?† He asked the stranger. The stranger looked at the girl and said â€Å"Sure. My name's Curley by the way. This girl looks dead!† He put his arm around the girl and Tony did the same, â€Å"NO!† she shouted, â€Å"No, I'm not going back there! Not a chance in hell am I goin' to go back!† The men looked at each other dumb strucken, â€Å"Say, my old man owns a ranch not too far away, why don't she come stay up there for a few nights until she gets herself sorted?† Tony didn't know what to say, â€Å"I suppose she'd be alright, I've heard good things about the boss up at the ranch in Soledad.† The girl muttered a drunken plea, â€Å"Anythin' but that place †, she said. The men took the girl outside and placed her on a strong horse. Curley then climbed up and set behind her. â€Å"Make sure she's alrigh'!† said Tony to Curley. Curley looked at Tony and smiled, â€Å"Oh don't you worry, she'll be fine, I can sure pack a punch to anyone that tries to hurt her† he grinned. Tony was reassured and waved him off.

Green Marketing

Consumer Awareness towards Green Marketing 1. EXECUTIVE SUMMARY Terms like â€Å"Green Marketing† and â€Å"Environmental Marketing† appear frequently in the popular press. Many governments around the world have become so concerned about green marketing activities that they have attempted to regulate them. Other similar terms used are Environmental Marketing and Ecological Marketing. American Marketing Association Define: – Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities including: ? ? ? Product modification, Changes to the production process, Packaging changes, As well as modifying advertising To succeed, any green strategy must fulfill three criteria: ? Firstly, it must be a sustainable and credible programmed, which brings real benefits to the environment. ? Secondly, it must deliver sound economic ROI and competitive advantage to the business. ? Thirdly, i t must be supported by relevant green messages, which resonate with customers and prospects. Basically the main aim of the project is to analyze the developments which are taking place throughout the world to promote green products and green marketing. Title of the project: The title of the project is â€Å"Consumer awareness towards Green Marketing. † 1 Consumer Awareness towards Green Marketing ? Objectives of Research: †¢ †¢ †¢ To understand the level of awareness regarding green marketing among consumers. To understand the buying behavior of consumers related to green marketing. To understand how green marketing helps Company to built its image. To understand initiative taken by government towards green marketing. To understand the success of green marketing as a corporate social responsibility. †¢ †¢ Limitations of the study: †¢ Demographic Constraints – will be a main issue of concern. This is †¢ †¢ due to the reason that t he data collection will be restricted to the Borivali and Kandivali region. Unawareness – people are unaware of the i. e. Green marketing. Time Constraint – the time duration for doing the complete research on green marketing is very limited. Green Marketing a broad topic which requires an in-depth research and analysis. Due to the time period given for research is very limited. 2. RESEARCH METHODOLOGY 2 Consumer Awareness towards Green MarketingResearch Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. When we talk of research methodology we not only talk of the research methods but also consider the logic behind the methods we use in the context of our research study and explain why we are using a particular method or technique and why we are not using others. The major steps involved in research process are: ? Formulating the Research Problem ? Choice of Research Desi gn ? Sources of Data ?Processing and analyzing the data ? Formulating the Research Problem: The problem well defined is half solved. The formulation of a general topic into a specific research problem constitutes the first step of specific enquiry. ? Unit of analysis: Consumers between age group of 25 to 30 yrs. ? Characteristics of Interest: Awareness of Green Marketing. ? Choice of Research Design: Every project requires an action plan and method for conducting a study. This project is more prone to single cross-sectional descriptive research design. 3 Consumer Awareness towards Green Marketing Sources of Data: The data presented are both primary data and secondary data. ? Primary Data: The primary data are those which are collected afresh and for the first time, and thus happen to be original in character. We collect primary data during the course of doing experiments in an experimental research but in case we do research of the descriptive type and performs surveys. Here the Pri mary data will be collected by means of preparing a questionnaire and getting it filled by a large sample space. These questionnaires will help in drawing conclusions about the case. Secondary Data: Secondary data means data that are already available i. e. they refer to the data which have already been collected and analyzed by someone else. When the researcher utilizes secondary data then he has to look into various sources from where he can obtain them. In this case he is certainly not confronted with the problems that are usually associated with the collection of original data. Secondary data may either be published data or unpublished data. ? Processing and analyzing the data: The data analysis has been done in correct form.Usage of current information & graph is made in the project so as to make it easier & appropriate to understand. 3. INTRODUCTION TO GREEN MARKETING Environmental issues have gained importance in business as well as in public life throughout the world. It is not like that a few leaders of different countries 4 Consumer Awareness towards Green Marketing or few big renowned business houses are concerned about the day to day deterioration of oxygen level in our atmosphere but every common citizen of our country and the world is concerned about this common threat of global warming.So in this scenario of global concern, corporate houses has taken greenmarketing as a part of their strategy to promote products by employing environmental claims either about their attributes or about the systems, policies and processes of the firms that manufacture or sell them. 5 Consumer Awareness towards Green Marketing Clearly green marketing is part and parcel of overall corporate strategy; along with manipulating the traditional marketing mix (product, price, promotion and place), it require an understanding of public policy process.So we can say green marketing covers a broad range of activities. 3. 1 Definition & Meaning According to the American Marketi ng Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including 6 Consumer Awareness towards Green Marketing ? ? ? ? Product modification, Changes to the production process, Packaging changes, as well as Modifying advertising. So, in simple terms Green marketing refers to the process of selling products and/or services based on their environmental benefits.Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way. 7 Consumer Awareness towards Green Marketing Green marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. 8 Consumer Awareness towards Green Marketing The many meanings of green The different mean ings of GREEN 9 Consumer Awareness towards Green Marketing . 2 Evolution of Green Marketing The green marketing has evolved over a period of time. According to Peattie (2001), the evolution of green marketing has three phases: ? First phase was termed as â€Å"Ecological† green marketing, and during this period all marketing activities were concerned to help environment problems and provide remedies for environmental problems. ? Second phase was â€Å"Environmental† green marketing and the focus shifted on clean technology that involved designing of innovative new products, which take care of pollution and waste issues. Third phase was â€Å"Sustainable† green marketing. It came into prominence in the late 1990s and early 2000. 3. 3 Importance of Green Marketing 10 Consumer Awareness towards Green Marketing Human Beings have limited resources on the earth, with which she/he must attempt to provide for the worlds' unlimited wants. There is extensive debate as to whether the earth is a resource at man's disposal. In market societies where there is â€Å"freedom of choice†, it has generally been accepted that individuals and organizations have the right to attempt to have their wants satisfied.As firms face limited natural resources, they must develop new or alternative ways of satisfying these unlimited wants. Ultimately green marketing looks at how marketing activities utilize these limited resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the selling organization's objectives. When looking through the literature there are several suggested reasons for firms increased use of Green Marketing. Five possible reasons cited are: ? Organizations perceive environmental marketing to be an opportunity ? ? ? ? hat can be used to achieve its objectives. Organizations believe they have a moral obligation to be more socially responsible. Governmental bodies are forcing firms to become more respons ible. Competitors' environmental activities pressure firms to change their environmental marketing activities. Cost factors associated with waste disposal, or reductions in material usage forces firms to modify their behavior. 11 Consumer Awareness towards Green Marketing 3. 4 GOALS OF GREEN MARKETING ? Eliminate the concept of waste. ? ? ? ? ? ? ? Reinvent the concept of product.Make prices reflect actual and environmental costs. Make environmentalism profitable. Bringing out product modifications. Changing in production processes. Packaging changes. Modifying advertising. 12 Consumer Awareness towards Green Marketing 3. 5 Need of Green Marketing: An Anthropological View Issues like Global warming and depletion of ozone umbrella are the main for the healthy survival. Every person rich or poor would be interested in quality life with full of health and vigour and so would the corporate class. Financial gain and economic profit is the main aim of any corporate business.But harm to en vironment cost by sustain business across the globe is realized now though off late. This sense is building corporate citizenship in the business class. So green marketing by the business class is still in the selfish anthological perspective of long term sustainable business and to please the consumer and obtain the sanction license by the governing body. Industries in Asian countries are catching the need of green marketing from the developed countries but still there is a wide gap between their understanding and implementation. 3. 6 Challenges in Green Marketing 13 Consumer Awareness towards Green Marketing Need For Standardization: It is found that only 5% of the marketing messages from â€Å"Green† campaigns are entirely true and there is a lack of standardization to authenticate these claims. There is no standardization to authenticate these claims. There is no standardization currently in place to certify a product as organic. Unless some regulatory bodies are involved in providing the certifications there will not be any verifiable means. A standard quality control board needs to be in place for such labeling and licensing. ? New Concept: Indian literate and urban consumer is getting more aware about the merits of Green products.But it is still a new concept for the masses. The consumer needs to be educated and made aware of the environmental threats. The new green movements need to reach the masses and that will take a lot of time and effort. By India’s ayurvedic heritage, Indian consumers do appreciate the importance of using natural and herbal beauty products. Indian consumer is exposed to healthy living lifestyles such as yoga and natural food consumption. In those aspects the consumer is already aware and will be inclined to accept the green products. ? Patience and Perseverance: 14 Consumer Awareness towards Green MarketingThe investors and corporate need to view the environment as a major longterm investment opportunity, the market ers need to look at the long-term benefits from this new green movement. It will require a lot of patience and no immediate results. Since it is a new concept and idea, it will have its own acceptance period. ? Avoiding Green Myopia: The first rule of green marketing is focusing on customer benefits i. e. the primary reason why consumers buy certain products in the first place. Do this right, and motivate consumers to switch brands or even pay a premium for the greener alternative.It is not going to help if a product is developed which is absolutely green in various aspects but does not pass the customer satisfaction criteria. This will lead to green myopia. Also if the green products are priced very high then again it will lose its market acceptability. 3. 7 Benefits of Green Marketing Today’s consumers are becoming more and more conscious about the environment and are also becoming socially responsible. Therefore, more 15 Consumer Awareness towards Green Marketing companies are responsible to consumer’s aspirations for environmentally less damaging or neutral products.Many companies want to have an early mover advantage as they have to eventually move towards becoming green. Some of the advantages of green marketing are: ? It ensures sustained long term growth along with profitability. ? It saves money in the long run, though initially the cost is more. ? It helps the companies market their products and services keeping the environment aspects in mind. ? It helps in accessing the new markets and enjoying the competitive advantage. ? Most of the employees also feel proud and responsible to be working for an environmentally responsible company. 4. PRESENT TREND IN GREEN MARKETING . 1 GREEN Code 16 Consumer Awareness towards Green Marketing Generalizes with care. Consumer behavior will not necessarily be consistent across different product types, and particular market segments may respond to certain issues on the green agenda but not others. Remem bers, the validity of a piece of market research is not related to the degree to which it supports your preferred option. Explores the context from which market research data comes. Be clear on the nature of the sample used, the questions asked, the way in which responses were recorded and the time and place from which the responses come.Ensures that where market research is crossing international borderlines, that the terminology and interpretation remains consistent. Terms like ‘environment’, ‘green’ and ‘conservation’ do not always translate precisely between languages. Neutrality is important. Ensure that when you pose questions to consumers, that they can make any response without being made to feel guilty or uncomfortable, and ensure that your own preconceptions about the green agenda (such as an assumption that green products will cost extra) are not encoded within the questions. 4. 2 Golden Rules of Green Marketing 1.Know your customer: If you want to sell a greener product to consumers, you first need to make sure that the consumer is aware of and concerned about the issues that your product attempts to address. (Whirlpool learned the hard 17 Consumer Awareness towards Green Marketing way that consumers wouldn’t pay a premium for a CFC-free refrigerator because consumers didn’t know what CFCs were! ). 2. Empower consumers: Make sure that consumers feel, by themselves or in concert with all the other users of your product, that they can make a difference. This is called â€Å"empowerment† and it’s the main reason why consumers buy greener products. . Be transparent: Consumers must believe in the legitimacy of your product and the specific claims you are making. Caution: There’s a lot of skepticism out there that is fueled by the raft of spurious claims made in the â€Å"go-go† era of green marketing that occurred during the late 80s–early90s — one brand of ho usehold cleaner claimed to have been â€Å"environmentally friendly since 1884†! 4. Reassure the buyer: Consumers need to believe that your product performs the job it’s supposed to do — they won't forego product quality in the name of the environment. Besides, products that don’t work will likely wind up in the trash bin, and that’s not very kind to the environment. ) 5. Consider your pricing: If you're charging a premium for your product — and many environmentally preferable products cost more due to economies of scale and use of higher-quality ingredients — make sure that consumers can afford the premium and feel it’s worth it. Many consumers, of course, cannot afford premiums for any type of product these days, much less greener ones, so keep this in mind as you develop your target audience and product specifications. . 3 Green Marketing Strategies V/S Conventional Marketing 18 Consumer Awareness towards Green Marketing Gre en Marketing Consumers Human beings with lives â€Å"Cradle-to cradle† flexible services Conventional Marketing Consumers with lifestyles â€Å"cradle-to-gave† one size fits for all products Selling oriented and benefits Receptive, independent, competitive, departmentalized, short term oriented profit maximizing. Products Marketing And Communication Educational values Corporate Proactive, interdependent, cooperative, holistic, long term 4. GREEN MARKETING MIX PRODUCT 19 Consumer Awareness towards Green Marketing Entrepreneurs wanting to exploit emerging green markets either: Identify customers’ environmental needs and develop products to address these needs or will develop environmentally responsible products to have less impact than competitors. The increasingly wide variety of products on the market that support sustainable developments are: ? Products made from recycled goods, such as Quick’ N Tuff housing ? ? ? ? ? ? ? materials made from recycled bro ccoli boxes.Products that can be recycled or reused. Efficient products, which save water, energy or gasoline, save money and reduce environmental impact. Products with environmentally responsible packaging, McDonalds, for example, changed their packaging from polystyrene clamshells to paper. Products with green labels, as long as they offer substantiation. Certified products, which meet or exceed environmentally responsible criteria. Organic products-many customers are prepared to pay a premium for organic products, which offer promise of quality.Organic butchers, for example, promote the added qualities such as taste and tenderness. A service that rents or loans products-toy libraries. Whatever the product or service, it is vital to ensure that products meet or exceed the quality expectation of customers and is thoroughly tested. PRICE Pricing is the critical element of the marketing mix. Most customers will only be prepared to pay a premium if there is a perception of additional product 20 Consumer Awareness towards Green Marketing value. This value may be improved performance, function, design, visual appeal or taste.Environmental benefits will be often being the deciding factor between products of equal value or quality. Environmentally responsible products, however are often less expensive when product life cycle coast are taken into consideration, for example fuel-efficient vehicles, water efficient printing and non-hazardous products. PLACE The choice of where and when to make products available will have significant impact on the customers you attract. Very few customers go out of their way to buy green products merely for the sake of it.Marketers looking to successfully introduce new green products should position them broadly in the market place so they are not just appealing to a small green niche market. The location must also be consistent with the image you want to project and allow you to project your own image rather than being dominated or co mpromised by the image of venue. The location must differentiate you from the competitors. This can be achieved by in-store promotions and visually appealing displays or using recycled materials to emphasize the environmental and other benefits. PROMOTION 21 Consumer Awareness towards Green MarketingPromoting products and services to target markets include paid advertising, public relations, sales promotions, direct marketing and on-site promotions. Smart green marketers will be able to reinforce environmental credibility by using sustainable marketing and communication tools and practices. For example, many companies in the financial industry are providing electronic statements by email; e-marketing is rapidly replacing more traditional marketing methods and printed materials can be produced using recycled materials and efficient processes such as waterless printing.Retailers, for example are recognizing the value of alliances with other companies, environmental groups and research organizations. When promoting their environmental commitment to reduce the use of plastic bags and promote their green commitment, some retailers sell shopping bags and promote their green commitments. 4. 5 Green Marketing Process Green marketing process comprises with external and internal P’s. After integrating external and internal P’s, green success will automatically come through four S’s.Here external 7 P’s consists of Paying customers, Providers, Politicians, Pressure groups, Problems, Predictions and Partners; internal 7P’s consists of Products, Promotion, Price, Place, Providing information, Processes and Policies. After integrating external and internal 7P’s, we can 22 Consumer Awareness towards Green Marketing find out the green successes through 4 S’s such as Satisfaction – of stakeholder needs, Safety – of products and processes, Social acceptability – of the company and Sustainability – of it s activities.External Green P’s †¢ Paying customers †¢ Providers †¢ Politician’s †¢ Pressure groups †¢ Problems †¢ Predictions †¢ Partners Internal Green P’s †¢ Products †¢ Promotion †¢ Price †¢ Place †¢ Providing information †¢ Processes †¢ Policies Green Marketing 4. 6 Green Marketing: A Corporate Initiative The S’s of Green Success  · Satisfaction – of stakeholder needs  · Safety – of products and processes  · Social acceptability – of the company  · Sustainability – of its activities Green important in because limited earth and if we Marketing is today’s world mankind has resources on the want long term 3 Consumer Awareness towards Green Marketing sustainability of human life on this earth’s surface, then companies has to learn to conserve these scarce natural resources and create products that have less environmental damage. Otherwi se the very existence of humankind will be under question mark. Corporate are going green from the grassroots level to sustain and win the customers’ expectations. The environment is becoming increasingly important part of the corporate reputations and they are actively participating in greening the corporate strategy.Companies have converted almost all the products to make them eco-friendly products. Following are the recent environment friendly initiatives taken by the companies. Cipla: CFC-free Inhaler: Cipla, India’s second largest drug company by market share has planned and started replacing all its CFC contained drugs to meet the international standard and Montreal Protocol ban deadline. The CFC depletes the ozone layer and also is a major cause of global warming. Cipla has updated the necessary technology to avoid the CFC and has also done its clinical trial in India and overseas.The Rota haler and the Asthalin inhaler are environment – friendly inhalers , used by asthma and bronchitis patients. These inhalers are using HFA (Hydro Fluro Alkaline) technology. The Rota haler is a powder based inhaler, different from regular inhaler which contains propellants. Maruti Suzuki The company has remained ahead of regulatory requirements in pursuit of environment protection and energy conservation at its manufacturing facilities, and in development of products that use fewer natural resources and are environment friendly. The company credited the ‘Just-in-Time' philosophy 24Consumer Awareness towards Green Marketing adopted and internalized by the employees as the prime reason that helped to excel in this direction. The company has been promoting 3R since its inception. As a result the company has not only been able to recycle 100% of treated waste water but also reduced fresh water consumption. The company has implemented rain water harvesting to recharge the aquifers. Also, recyclable packing for bought out components is being activel y promoted. The company has been facilitating implementation of Environment Management System (EMS) at its suppliers' end.Regular training programs are conducted for all the suppliers on EMS. Surveys are conducted to assess the vendors who need more guidance. The systems and the environmental performance of suppliers are audited. The green co-efficient of this system is much better than the conventional system. The Country’s largest car manufacturer had managed to slash energy consumption per car at its Gurgaon factory by 26 per cent over the past six years, while its carbon dioxide (CO2) emissions during car manufacturing processes has come down 39 per cent in the past five years.The model with gas as fuel was adopted by Maruti Suzuki India Limited as their Green Marketing practices. Bharat Petroleum Bharat Petroleum launched a campaign to position itself as a responsible corporate ‘green’ entity. Foraying into renewable energy-solar and wind power-it installed solar panels on its service stations. It also ran a program to cut production of greenhouse gases by 10% across its units worldwide and achieved it much ahead of schedule. Cleaner fuels such as Greener Diesel 25 Consumer Awareness towards Green Marketing (ultra low sulphur content) and BP Auotgas were developed.Almost all of its plants are ISO 14001 certified. Currently it is running a program to contain its net emissions at current levels for ten years. Hindustan Petroleum Hindustan petroleum owns a massive e-waste recycling plants, where enormous shredders and granulators reduce four million pounds of computer detritus each month to bite-sized chunks-the first step in reclaiming not just steel and plastic but also toxic chemicals like mercury and even some precious metals. HP will take back any brand of equipment; its own machines are 100 percent recyclable.It has promised to cut energy consumption by 20 percent by 2010. Proctor & Gamble Laundry detergents are also touting energy savings. Proctor & Gamble’s (P) newest market entry, Tide Coldwater, is designed to clean clothes effectively in cold water. About 80 to 85 percent of the energy used to wash clothes from heating water. Working with utility companies, P and G found that consumers could save energy and resources by using cold rather than warm water. As energy and resource prices continue to soar, opportunities for products offering efficiency and savings are destined for market growth.ITC ITC has been ‘Carbon Positive’ for three years in a row sequestering/storing twice the amount of CO2 than the Company emits. It has been ‘Water Positive' six years in a row creating three times more Rainwater Harvesting potential than ITC's net consumption. It has obtained close to 100% solid waste recycling. All Environment, Health and Safety Management Systems in ITC conform to the best international standards. ITC's businesses generate livelihoods for over 5 million people. 26 Consumer A wareness towards Green MarketingITC's globally recognized E-Choupal initiative is the world's largest rural digital infrastructure benefiting over 4 million farming families. ITC's Social and Farm Forestry initiative has greened over 80,000 hectares creating an estimated 35 million person days of employment among the disadvantaged. ITC's Watershed Development Initiative brings precious water to nearly 35,000 hectares of dry lands and moisture-stressed areas. ITC's Sustainable Community Development initiatives include women empowerment, supplementary education, integrated animal husbandry programs. 4. Initiatives Taken By Government Development of ISO 14000 Series of Standards. ISO has been developed to help any company in any country to meet the goal of sustainable development and environmental friendliness. The ISO 14000 family of standards (i. e. ISO 14001, 14004, 14010, 14011 and 1412) were published as an official document in 1996. The ISO series aims to provide guidance for dev eloping a comprehensive approach to environmental 27 Consumer Awareness towards Green Marketing management and for standardizing some key environmental tools of analysis such as labeling and life cycle assessment.Eco-Labeling Initiatives Eco label provide information regarding the environmental performance of products. The objective of eco-labeling is to provide authentication to genuine claims regarding the environmental impact of products and processes by manufacturers. In India the government has introduced the eco-mark scheme since 1981. The objectives of the scheme are: †¢ To provide incentives to manufacturers and importers to reduce the adverse environmental impact of products. †¢ To reward genuine initiatives by companies to reduce adverse impact of environmental impact of products. To assist consumers to become environmentally responsible in their daily lives by providing them information to take account of environmental factors in their daily lives. †¢ To en courage citizens to purchase products which have less environmental impact. Eco-Labeling Schemes in India The Ministry of environment and forest of government of India has prescribed the following criteria for products that: †¢ They cause substantially less pollution than comparable products in production, usage and disposal. †¢ They are recycled and/or recyclable whereas comparable products are not. They contribute to a reduction on adverse environmental health consequences. 28 Consumer Awareness towards Green Marketing †¢ They comply with laws, standards and regulations pertaining to the environment. †¢ Their price is not exorbitantly higher than comparable products. Eco-Mark in India Under the concept, products which are less harmful to the environment or have benign impact on environment through the various stages of development-manufacture, packaging, distribution, use and disposal or recycling may be awarded the Eco-Mark.An earthen pot has been chosen as th e logo for Eco-Mark scheme in India. The familiar earthen pot has renewable resource like earth, does not produce hazardous waste and consume little energy in making. As a symbol it puts across its environmental message. Its image has the ability to reach people and help to promote a greater awareness of the need to be kind to the environment. The logo Eco-Mark scheme signifies that the product which carries it does least damage to the environment. 4. 6 Reasons for adoption of Green Marketing by the Firms.Green marketing has been widely adopted by the firms worldwide and the following are the possible reasons cited for this wide adoption: 1) Opportunities – As demands change, many firms see these changes as an opportunity to be exploited and have a competitive advantage over firms marketing non-environmentally responsible alternatives. Some examples of 29 Consumer Awareness towards Green Marketing firms who have strived to become more environmentally responsible, in an attemp t to better satisfy their consumer needs are: ?McDonald's replaced its clam shell packaging with waxed paper because of increased consumer concern relating to polystyrene production and Ozone depletion. ? Tuna manufacturers modified their fishing techniques because of the increased concern over driftnet fishing, and the resulting death of dolphins. ? Xerox introduced a â€Å"high quality† recycled photocopier paper in an attempt to satisfy the demands of firms for less environmentally harmful products. 2) Governmental Pressure – As with all marketing related activities, governments want to â€Å"protect† consumers and society; this protection has significant green marketing implications.Governmental regulations relating to environmental marketing are designed to protect consumers in several ways: 1. Reduce production of harmful goods or by-products. 2. Modify consumer and industry's use and/or consumption of harmful goods. 3. Ensure that all types of consumers h ave the ability to evaluate the environmental composition of goods. Governments establish regulations designed to control the amount of hazardous wastes produced by firms. 3) Competitive Pressure – Another major force in the environmental marketing area has been firms' desire to maintain their competitive position.In many cases firms observe competitors promoting their environmental behaviors and attempt to emulate this behavior. In some instances this competitive pressure has caused an entire industry to modify and thus reduce its detrimental environmental behavior. For example, it could be argued that Xerox's â€Å"Revive 100% Recycled paper† was introduced a few years ago in an attempt to address the introduction of recycled photocopier paper by other manufacturers. In another example when one tuna manufacture stopped using driftnets the others followed suit. 30Consumer Awareness towards Green Marketing 4) Social Responsibility- Many firms are beginning to realize t hat they are members of the wider community and therefore must behave in an environmentally responsible fashion. This translates into firms that believe they must achieve environmental objectives as well as profit related objectives. This results in environmental issues being integrated into the firm's corporate culture. There are examples of firms adopting both strategies. Organizations like the Body Shop heavily promote the fact that they are environmentally responsible.While this behavior is a competitive advantage, the firm was established specifically to offer consumers environmentally responsible alternatives to conventional cosmetic products. This philosophy is directly tied to the overall corporate culture, rather than simply being a competitive tool. An example of a firm that does not promote its environmental initiatives is Coca-Cola. They have invested large sums of money in various recycling activities, as well as having modified their packaging to minimize its environme ntal impact. While being concerned about the environment, Coke has not used this concern as a marketing tool.Thus many consumers may not realize that Coke is a very environmentally committed organization. Another firm who is very environmentally responsible but does not promote this fact, at least outside the organization, is Walt Disney World (WDW). WDW has an extensive waste management program and infrastructure in place, yet these facilities are not highlighted in their general tourist promotional activities. 31 Consumer Awareness towards Green Marketing 5) Cost or Profit Issues – Firms may also use green marketing in an attempt to address cost or profit related issues.Disposing of environmentally harmful by-products, such as polychlorinated biphenyl (PCB) contaminated oil are becoming increasingly costly and in some cases difficult. Therefore firms that can reduce harmful wastes may incur substantial cost savings. When attempting to minimize waste, firms are often forced to reexamine their production processes. In these cases they often develop more effective production processes that not only reduce waste, but reduce the need for some raw materials. This serves as a double cost savings, since both waste and raw material are reduced. 5. GREEN CONSUMER BEHAVIOR 5. Environmentally Conscious Consumer Behavior ‘Environmentally Conscious Behavior’ (ECCB) is consumer behavior based on some awareness of the environmental impacts associated with a product or service, and a desire to reduce those impacts. Many researchers in the field of consumer’s psychology and market research have demonstrated a substantial growth in ECCB across a range of markets. It has been demonstrated through case studies that how product developers and marketers have capitalized on this positive attitude and effectively differentiated their product in terms of their ‘environmentally friendly’ character. 2 Consumer Awareness towards Green Marketing Th e term environmental consciousness does not have a standardized definition in the body of academic literature; the reason can be due to arousal of the term out of political and everyday language. Environmental consciousness is the desire to protect flora and fauna, a willingness to scrutinize the consequences of economic activity and a willingness to combine long-term with short-term planning. 5. 2 Attributes of the Green ConsumersTo take the advantage of the emerging green market, it is important to understand who green customers are and the factors influencing their purchasing decisions and behavior. Attributes of Environmentally Conscious Consumers Implication for Green Marketers 33 Consumer Awareness towards Green Marketing Target products to women who generally buy On behalf of men and families. Use the influence of children to Will most likely be well educated, encourage parents to try green young adult women who have more products. The green consumers of the future are genera lly knowledgeable money to spend. bout environmental issues. They should be offered samples and increments to try products. Will expect green products to function as non green products and won’t pay much extra or sacrifice quality for greener products. Will not buy green products on the basis of environmental benefits alone. Products choice is still based on whether it meets their basic want or need. Environmental features are added selling points. Effectively communicate assurance of quality for example quality of performances, look, feel, fit, comfort, durability.Like environmental attributes such as energy efficiency or toxic substance reduction with other benefits such as lower price, convenience, or quality of life improvements. Will be more likely to respond to Emphasize personal benefits by using product attribute that will personally terms such as ‘safe’, ‘non-toxic’, ‘cost benefit them. effective’ rather than more generalized gr een messages such as ‘biodegradable’ or ‘ozone friendly’. Will tolerate only minimal inconvenience in using green products and don’t want to go out of their way to buy them.Making the use of product simplee. g. minimize or eliminate refilling bottles. Select mainstream distributors wherever possible. Offer one-stop shopping and eye appealing displays. Will be analytical, eager to learn, and Reinforce product benefits with can be cynical about corporate claims evidence of corporate performance for green product unless they have and improvements. Educate 34 Consumer Awareness towards Green Marketing independent verification. consumers about environmental issues and your efforts through a variety of means.Provide credible environmental endorsements. use labels in compliance with government labeling guidelines, to convey precise, detailed information about your product and its packaging. Communicate your steps towards sustainability and commitments to im provement. Seek feedback and promote your efforts to respond to customer concerns. Will not expect companies to have perfect green credentials, but will look for a commitment to improve and evidence backed by facts. 5. 3 Green Buyers and Green Consumers 35 Consumer Awareness towards Green MarketingResearch about the identity and nature of green consumer has been the central character in the development of green marketing, as business attempt to understand and respond to external pressures to improve their environmental performance. Marketing practitioners and academics are attempting to identify and understand green consumers and their needs, and to develop market offerings that meet these needs. SEGMENTATION OF GREEN CONSUMERS ? True-Blue Greens- The most environmentally active segment of the ? ? ? ? society. Greenback Greens- Those most willing to pay the highest premium for green products.Spouts- Fence-sitters who have embraced environmentalism more slowly. Grousers- Uninvolved o r disinterested in environmental issues, who feel the issues are too big for them to solve. Apathetic- The least engaged group who believe that the environmental indifference is main stream. Apart from this Natural Marketing Institute (NMI) divides the market into following categories: ? Lohas- Very progressive on environment and society, looking for ? ? ? ? ways to do more; not too concerned about price. Naturalites- Primarily concerned about personal health and wellness, and use many natural products; would like to do more to protect the environment.Conventional- Practical, like to see the results of what they do; interested in green products that make sense in the long run. Drifters- Not too concerned about the environment, figuring we’ve got time to fix the environmental problems; don’t necessarily buy a lot of green products. Unconcerned- Have other priorities, not really sure what green products are available and probably wouldn’t be interested anyway; the y buy products strictly on price, value, quality and convenience. 5. 4 Consumer Information and Education 36 Consumer Awareness towards Green MarketingIf managers believe that consumers view greenness as a motivating variable, they should invest in conveying information through advertising, direct mailing, brand labels, in-store displays and pamphlets. The important points to be noted here are: a. Firms willing to provide clear, comprehensive and credible information must ensure that consumers have low cost to access it. b. Governmental policies and stakeholder initiatives can be important in reducing consumers’ search, information or transaction costs. c. Regulators can publish and disseminate it to the media by press releases and post it on the internet. . Stakeholders can use the media as well as use their organizationspecific vehicles such as newsletters. Green marketing can be successfully implemented by use of ICT in cost effective way: ? By developing compelling, conci se messages, plan innovative ways to repeatedly deliver, identify appropriate links within network of political, legislative, nonprofit organization and media, develop concept based programs and events. ? Utilize extensive relationship with local and national media to get a client’s message to the right media targets. Identify venues, plan tours, identify audiences, and organize meals, speakers and press. ? Strategies and plan joint PR initiatives as well as joint advertising campaigns and events to cross-promote companies and organization campaigns. ? Help develop identify and branding for print, broadcast and digital mediums. ? Consulting and creation of a corporate design, brochures, leaflets, info materials. ? Develop web sites, e-mail campaigns, and banner advertising. ? Develop creative print, broadcast and digital advertising, identify advertising targets and purchase appropriate media slots. 6.FUTURE GROWTH OF GREEN MARKETING 37 Consumer Awareness towards Green Market ing There are many lessons to be learned to avoid green marketing myopia, the short version of all this is that effective green marketing requires applying good marketing principles to make green products desirable for consumers. The question that remains, however, is, what is green marketing’s future? Business scholars have viewed it as a â€Å"fringe† topic, given that environmentalism’s acceptance of limits and conservation does not mesh well with marketing’s traditional axioms of â€Å"give customer what they want† and â€Å"sell as much as you can†.Evidence indicates that successful green products have avoided green marketing myopia by following three important principles: Consumer Value Positioning: ? Design environmental products to perform as well as (or better than) alternatives. ? Promote and deliver the consumer desired value of environmental products and target relevant consumer market segments. ? Broaden mainstream appeal by bun dling consumer desired value into environmental products. Calibration of Consumer Knowledge: 38 Consumer Awareness towards Green Marketing Educate consumers with marketing messages that connect environmental attributes with desired consumer value. ? Frame environmental product attributes as â€Å"solutions† for consumer needs. ? Create engaging and educational internet sites about environmental products desired consumer value. Credibility of Product Claims: ? Employ environmental product and consumer benefit claims that are specific and meaningful. ? Procure product endorsements or eco-certifications from trustworthy third parties and educate consumers about the meaning behind those endorsements and eco-certifications. Encourage consumer evangelism via consumers social and internet communication network with compelling, interesting and entertaining information about environmental products. 7. ANALYSIS OF EFFECTS OF GREEN MARKETING 39 Consumer Awareness towards Green Marketing Size of sample: This refers to the numbers of items to be selected from universe to constitute a sample. An optimum sample is one, which fulfills the requirements of efficiency, representativeness, reliability and flexibility. Sample size – 64 consumers Sample design: A sample design is definite plan for obtaining a sample from a given population.It refers to the technique or the procedure the researcher would adopt in selecting items for the samples. Sample design – consumers Sample type: Convenience sampling: – when population elements are selected for inclusion in the sample based on the case of access; it can be called convenience sampling. This study is based on stratified sampling and a structured questionnaire has been used to gather data from about 50 respondents to analyze effects of green marketing. By analyzing respondents’ answers towards the questions helps to understand the various aspects related to green marketing.The study attempts to ex pand research on exploring how many people have positive attitude towards green marketing and what are their thoughts on it. RESULTS: According to the analysis of questionnaire most of the respondents were not aware about green marketing but after reading the questionnaire they realized what it is all about. Of the 64 respondents 37 were male and 27 female. The respondents were between the age group of 25-27 and 28-30 yrs. 40 Consumer Awareness towards Green Marketing ? Are you aware of the term â€Å"green marketing†? The above bar graph indicates that 56% of respondents are familiar with the term Green Marketing.But many of them have a misconception with the term Green Marketing. They consider Green Marketing as something related to vegetable market or ? Have you heard of any campaign related to Green Marketing? 41 Consumer Awareness towards Green Marketing The above bar graph indicates that 44% of respondents are aware of the campaign related to Green Marketing. Rest 56% d oes not know about any campaign related to Green marketing. ? Have you been part of any such campaign? The above graph indicates that only 17% of the total has been a part of Green Marketing campaigns. ? Do you consider the environmental aspects of the products before buying them? 2 Consumer Awareness towards Green Marketing The above graph indicates that only 58% i. e. the majority of respondents consider the environmental aspect sometimes. And, only 23% consider the environmental aspect of the product while buying it. ? Do you think that green marketing and advertising are good sources of information about green products and services? The above graph indicates that only 69% i. e. the majority of respondents consider green marketing and advertising as good sources of information for green products and services. And, only 10% do not consider it. 43 Consumer Awareness towards Green Marketing Do you think that Green Marketing activities are good at addressing environmental issues? The above graph indicates that 87% of the respondents feel that Green Marketing activities are good at addressing environmental issues while 13% respondents do not. ? Do you think Green Marketing activities results in better product quality? 44 Consumer Awareness towards Green Marketing The above graph indicates that 70% of the respondents think that Green Marketing activities results in better product quality. ? Do you think that Green Marketing strengthen company’s image in the mind of consumer? 45 Consumer Awareness towards Green MarketingThe above graph indicates that majority of the respondents i. e. 86% think that Green Marketing strengthen company’s image in the mind of consumer. ? Do you think that companies that focus on environmental concerns persuade consumers to buy products? 46 Consumer Awareness towards Green Marketing The above graph indicates that the respondents the companies initiative towards environment do influence the consumers to buy product. 63% of respondents agree to it. ? Are you aware of the eco-labeling initiatives of the government? 47 Consumer Awareness towards Green Marketing The above graph indicates that majority of the respondents i. . 69% of the respondents are not aware of the eco-labeling initiatives of the government. 8. RECOMMENDATIONS Finite resources such as oil, metal, and even fresh water will become scarcer and more expensive. If businesses do not become more efficient in using these resources it will have a huge impact on the bottom line. Investing in Green Products thus changes from ‘beyond doing good’ to ultimately ‘good business sense’. Thus they should: Invest in research and create clean and environment friendly products. Clean energy sources such as solar, wind, bio-fuels and hydra power. Water harvesting.Recycle at every level. Move towards paperless office. ? Educate masses of the environment issues because they are going to be the bulk consumers. ? Socially responsible investing in environment driven projects. ? Plant more trees. ? ? ? ? ? The corporations must rethink: ? Their raw material and procurement strategies. ? They should develop new products ? They should redesign existing products and service. ? They should realize that pollution prevention can be a cost saving activity. ? They should steer their product and packaging designs to use less material. 48 Consumer Awareness towards Green Marketing . Conclusion As the demand for green products undoubtedly exists, Green Marketing provides an opportunity to the companies to increase their market-share by introducing eco friendly products. Stricter environmental regulations across the world, growing consumer preference for eco-friendly companies, and the inherent cost advantages in lowering toxic waste, are encouraging industries big and small to clean up. Result of a survey conducted showed that, consumers are not overly committed to improving their environment and may be looking to lay too mu ch responsibility on industry and government.Though it’s the responsibility of the firm to produce products, which are having minimum impact on the environment, but ultimately it’s the consumer who is having responsibility to use eco friendly products. Consumers are not too much concerned about the environment but as they have become more sophisticated, they require clear information about how choosing one product over another will benefit the environment. Consumer education results in their empowerment. Empowered consumers choose environmentally preferable products when all else is equal.Ultimately green marketing requires that consumers ‘Think Green, Think clean, Think Eco-friendly’ i. e. they want a cleaner environment and are willing to â€Å"pay† for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms alone to lead the green marketing revol ution. 49 Consumer Awareness towards Green Marketing 10. BIBLIOGRAPHY ? Kotler Philips & G. Armstrong. Principles of marketing. New Delhi, Prentice Hall. ? Richa Agrawal, Green Marketing: An Emerging Trend (PJMR, Vol. 5,April 2000) ?Excerpts from the survey report conducted by BT-TERI. ? www. ecomall. com ? www. greenmarketingcorner. com ? www. greenpeace. org 50 Consumer Awareness towards Green Marketing 11. ANNEXURE Questionnaire Consumer Awareness towards Green Marketing Name: Age: Gender: Are you aware of the term â€Å"green marketing†? Yes No What do you understand by the term â€Å"Green Marketing†? Have you heard of any campaign related to Green Marketing? Yes 51 Consumer Awareness towards Green Marketing No Have you been part of any such campaign? Yes No Do you consider the environmental aspects of the products before buying them? Yes No SometimesDo you think that green marketing and advertising are good sources of information about green products and services ? Yes No Sometimes Do you think that Green Marketing activities are good at addressing environmental issues? Yes No 52 Consumer Awareness towards Green Marketing Do you think Green Marketing activities results in better product quality? Yes No Do you think that Green Marketing strengthen company’s image in the mind of consumer? Yes No Do you think that companies that focus on environment al concerns persuade consumers to buy products? Yes No Are you aware of the eco-labeling initiatives of the government? Yes No Thank You 53

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Stops, Frisks, and Terry Stops - Research Paper Example This paper will analyze the Terry stop legal issue and its impact in the society. The paper will also look at constitutional issues that touch on the matter and the impact that they have had. Introduction The issue of stop, frisk and Terry stop is very controversial and has been debated for a long period of time. A Terry stop involves stopping of an individual by a law enforcement officer for frisking and in some cases a short detention. An individual may be stopped for frisking if they are suspected of having committed or being likely to commit a crime by a law enforcement officer. As one undergoes a Terry stop, the police officer frisks and individual (the suspect) to ensure that the officer is not in danger or other members of the public (Acker & Brody, 2012). A Terry stop is different from an arrest since it takes less time and is accompanied by less legal procedures. During a Terry Stop, a police officer usually confirm the details of the suspect and finds out whether they have a criminal record or outstanding fines or arrest warrants that have been issued against them. Groups that represent both sides of the argument present their debates which sound justified. Records of crime statistics show that there has been an increase in crimes that are committed all over the country. People all over the world feel that is up to the government to introduce measures that lead to a reduction of crime levels. Stop, frisks and Terry stops is one of the ways that was introduced by the government to try and curb crime levels all over the country. Law enforcers feel that prevention of crimes consumes fewer resources and saves more lives for minimal inconvenience if any to those that undergo the Terry stops. Discussions Stops, Frisks, and Terry Stops affect many individuals in the United States and perceptions on the government and law enforcement officers. This constitutional issue also affects the constitutional rights of individuals. Terry stop and frisk involves detent ion by police if they are suspicious that an individual has been involved in committing a crime. The Terry stop and frisk law was introduced in 1968 after the Terry v. Ohio, 392 U.S 1 (1968) court decision that was made by the Supreme court in the United States. The decision also authorized the police to conduct searches on the outer garments of the suspect if they have articulable suspicion that the suspect is armed and dangerous. The court authorized law enforcers to being able to detain an individual who they suspect is involved in committing a crime. Law enforcement officers also have the legal right to search the individual that they have detained. In some cases, the law enforcers might feel that the suspect might be in possession of a weapon, and may be planning to use in order to commit a crime. The rationale that causes the law enforcers to feel that the individual is likely to commit a crime should be reasonable. For example, a suspect might look overly nervous yet there is no evident reason why they should appear so. Such behavior might be an indication that such an individual is about to commit a crime. The law authorizes police officers to seize any form of contraband that they would find on a suspect while conducting the frisking. However there are some conditions in the frisking of the suspect (Acker & Brody, 2012). The frisking should be limited to the outer clothing of the

Reproduction Essay Example | Topics and Well Written Essays - 250 words

Reproduction - Essay Example Estrogen induces oxytocin receptors in the uterine musculature while progesterone softens the cervix. Signals from the moving fetus signals greater secretion of oxytocin which initiates a positive feedback by increasing uterine contractions (Despopoulos & Silbernagl, 2003, p 303). Thus oxytocin causes rhythmic contractions of the strong uterine muscles and helping in easy birth of the birth and prevents chances of post-partum hemorrhage (Odent, 1998. Milk production after the birth of the child is initiated by another hormone called prolactin. Post-parturition, estrogen and progesterone levels fall; because of this the inhibitory action of these hormones on prolactin is removed. Prolactin then induces secretion of milk in the glands. Though oxytocin has no direct role in milk production it plays an important role in the release of milk or the reflex of â€Å"milk let-down† (Mackenna & Callander, 1997). The infant’s suckling acts as the stimulus which initiates release of oxytocin from the pituitary (Campbell & Reece, 2009, p 986). Oxytocin then induces contraction of the muscles of the mammary glands to initiate the flow of milk from the glands to the nipples under the control of prolactin. Hence, it has also been named milk ejection

Strategic management leadership strategy Essay Example | Topics and Well Written Essays - 3000 words

Strategic management leadership strategy - Essay Example An organizational change that leads to a more organic and flexible environment would be related strongly to the entrepreneurial spirit. This means that there must be an adjustment away from the traditional school of top-down management that seeks out new talent and innovation to maintain a strong level of competition (Timmons 2004). The importance of entrepreneurial management strategy also relates to the need to incorporate unique skill sets and knowledge management into the corporate environment (Rigsby and Greco 2003). Very often, companies require employees to work long hours, and yet remain flexible in the evolution and growth of the company (Rigsby and Greco 2003, Timmons 2004). This often has an effect on the balance between work and life for the employee, and difficulties often arise when employees do not embrace excitement, innovation and opportunity, the essence of the entrepreneurial spirit (Rigsby and Greco 2003, Timmons 2004). Another issue with traditional top-down mana gement is that it very often imposes restrictions on creativity. An overabundance of policies will not enhance change management, but instead can stifle it and, possibly, be counteractive to the empowerment and encouragement of employees (Rigsby and Greco 2003). Motivating change requires that the people within the organization understand and commit to the change; creating vision in employees is a continuation of commitment where employees know where they fit into that change; developing political support means that stakeholders-from employees to HR professionals-have been assessed according to their place and function in the change; managing the transition must be set by parameters and adequate available technology as well as an understanding employee wide of how the parameters and technology work towards the goals. The momentum of leadership in change management is sustained by "(1) providing resources for change, (2) building a support system for the agents of change (3) developing related competencies and skills among those charged with administering and using the modified process and (4) reinforcing new behaviors called for by the changed environment" (Dreher and Doherty p 17 2001). Assumptions Change management is not without its assumptions. Organizational change management strategies that rely on the theories may not fully examine their own nature and culture. Most management theories assume that change management is a process and not a continuous improvement event (McKelvey and Holmen 2006). This is strongly relative to the idea of leadership, rather than management. Management is a process that organizes and implements, where leadership is an idea that presents and motivates. In the face of business and organizational changes, it is important that both paradigms exist, but as noted by McKelvey and Holmen (2006), leadership is often overlooked in management strategy. To understand the manners in which good managers can lead the organization members through business changes and

Consultation Essay Example | Topics and Well Written Essays - 250 words

Consultation - Essay Example providing nursing services for a while and hence is qualified to provide advice and information about rehabilitation to organizations dealing with different forms of rehabilitation and their providers (Harmsen, 2008). Even before becoming a fully qualified CNS, the preceptor started her education and gathered much experience as a registered nurse where she worked in different settings including a hospital and even in different rehabilitation centers. Her passion to reform addicts led her to write her thesis based on rehabilitation centers and this required numerous research in that area including also dedicating time to work as a volunteer nurse in the centers where she was collecting data from (Fulton, Lyon and Goudreau, 2009). The years of experience combined with the educational expertise in rehabs has led her to become one of the top consultants and teacher in that field and that is why she is sought after by many rehabilitation organizations and the practitioners in the rehabilitation centers and even well-wishers wishing to invest in different forms of rehabilitation. Her caring nature contributed by her nursing career also has made her a consultant with a passion who follows up on her consultees to ensure that they understand issues and problems in rehabilitation (Hamric, Spross and Hanson,

Jargon Usage in Intervention Essay Example for Free

Jargon Usage in Intervention Essay The independent variables in the study are the intervention description (jargon vs. no jargon) and group (teachers vs. undergraduate), while the dependent variable was their scores in the Treatment Evaluation Inventory (TEI; Kazdin, 1980a). The case used in this study was about a boy named Michael who has a habit of leaning back in his chair and unfortunately experience hurting himself due to accidental falling for several times The subject of this study took the test in their respective classes. The researcher explains to them briefly the objective of the research. The test kits were distributed to them, they read the direction and completed a profile sheet; TEI was used to rate the intervention. The test takes 15 minutes to finish. The scores of the test were examined using analysis of variance (ANOVA) and independent t test. Based on the result, there were significant differences between the teachers and students’ overall acceptability rating. The teachers rated the jargon description of time-out as significantly more acceptable than the no jargon description, while the result of the test of the undergraduates revealed that there were no significant differences between the jargons versus the no jargon intervention description The result of this result thus contradicted some of the former researchers. Some of them were as follows: 1. Significant higher ratings of teachers for the jargon versus non jargon. It was mentioned in the review some former researchers from Hall Didier, Kazdin and Cole, and Watt et. al. (as cited in Hyatt, Tingstrom Edwards, 1991) regarding the difficulty and negative influence encountered by third party (parents, teachers and ward personnel) in using jargon intervention description. Outcome of this research was reverse because the teachers favor more using jargons and it has positive influence on them. 2. No difference in judgment between low experienced teachers and high experience teachers. The difference between the result of the test and the research of Witt and company (as cited in Hyatt, Tingstrom Edwards, 1991) and the researcher said that this maybe due to the difference in the method they use in treating the variables understudy. Other result of the test revealed that: 3. For undergraduates on this study – they have found out that jargon versus no jargon description in intevention is not an issue for the undergraduates. It doe not matter to them whether which of the two approach is use in the intervention description. The acceptability ratings also revealed that both upperclassmen and underclassmen favored both intervention descriptions. It also revealed that they respect the intervention description whether it uses technical or non-technical language and the outcome of the intevention is still the same for their opinion. The researchers of these study pointed out that their research has its limitations that might one way or the other affect the result of the test and they were as follows: 1. Generalizability to classroom interventions other that time-out (Hyatt, Tingstrom Edwards, 1991) 2. Jargons other than behavioral (Hyatt, Tingstrom Edwards, 1991) 3. Teachers not seeking additional educational past the bachelor’s degree. (Hyatt, Tingstrom Edwards, 1991) 4. Relative Effect of jargons versus other variables like teachers time expenditure, theoretical orientation and intervention agent on intervention acceptance (Hyatt, Tingstrom Edwards, 1991) The researchers recommended further additional studies to support this study. The use of variables is recommended a. Regular and special education teachers in school setting b. Jargon’s influence on acceptability to a behavioral assessment c. Design, evaluation and acceptance of behavioral intervention for Children. References Hall, C. W. , Didier E. (1987) Acceptability and Behavioral Treatment: Review of Variables that influence treatment selection. Professional Psychology: Research and Practice. In Hyatt, S. P, Tingstrom, D. H, and Edwards, R (1991) Jargon Usage in Intervention During Consultation: Demonstration of a Facilitative Effect. Journal of Educational and Psychological Consultation. 2(1) 49-56

The Process Of Leading And Directing Construction Essay

The Process Of Leading And Directing Construction Essay According to Websters Dictionary, management defines as the process of leading and directing all or part of an organization, often a business one through the deployment and manipulation of resources (human, financial, material, intellectual or intangible). Other function of management is the action of measuring a quantity on a regular basis and adjusting an initial plan and the actions taken to reach ones intended goal. This applies even in situations where planning does not take place. Situational management may precede and subsume purposive management. Therefore the maintenance management will characterise the process of leading and directing the maintenance organization. British Standard Glossary of terms (3811:1993) defined maintenance as: the combination of all technical and administrative actions, including supervision actions, intended to retain an item in, or restore it to, a state in which it can perform a required function , maintenance is a set of organised activities that are carried out in order to keep an item in its best operational condition with minimum cost acquired . According to British Standard 8210 defined maintenance as the combination of all technical and administrative action intended to retain an item in, or restore it to, state in which it can perform its required function. Another British standard ( BS 8831 : 1964 ) maintenance as the combination of any action will be make to retain the items or restore it to make sure it in acceptable standard , maintenance management typically required both capital and operating expenditure. The maintenance management needs to work hard to make sure the maintenance standard is achieved. According to (Noble, 1984; Lee, 1987).there is no absolute maintenance definition for maintenance, the definition is very subjective, the standard is depends on person, or organization as a client request. The standard of maintenance is base on the objectives of the company or organization that the maintenance company will take care. Every building have their function and the maintenance works need to achieve to make sure the building is function as the client wanted, for example, for the building that function as a business purposed, the maintenance standard is high, such as maintenance for hotel building. According to books (building pathology principles and practice by David S. Watt), building and their services inevitably become obsolete as a result of factor relating to the use of the building (functional, economic, locational, social, statutory or physical) and changes in the needs of building user. BS 3811: 1984 define maintenance as A combination of any action carried out to retain an item in, or restore it to an acceptable condition. From this definition two key components can be identified: Action that will take is not only to the physical execution of maintenance, but it also concerned with its initiation, financing and organization. The notion of an acceptable condition, which implies and understanding or requirement for the effective usage of the building and its parts which in turn compel broader consideration of building performance. The committee on building maintenance recommended the adoption of the following definition work undertaken in order to keep, restore or improve every facilities, i.e. every part of the building, its services and surround to a currently acceptable standard that and to sustain the utilities and value of the facilities. According to Paul Wordsworth ( Lee s Building Maintenance Management, 4th edition ) The Charted Institute of Building offer the following definition work undertaken in order to keep ,restore or improve every facilities i.e. every part of building services and surround to an agreed standard by the balanced between need and available resource. 2.2 MAINTENANCE OBJECTIVE Maintenance may be undertaken either in anticipitation of failure (preventive maintenance) or carried out to restore the building to an acceptable standard after failure (corrective maintenance). According to several of reference the successful maintenance program should achieve these goals. Help buildings function as they were intended and operate at peak efficiency, including minimizing energy consumption. (Harvey H. Kaiser, The Facilities Managers Reference (Kingston, MA: R. S. Means Companying., 1989), 81; and American Public Works Association (APWA), Public Works Management Practices (Chicago: APWA, August 1991), 65.). Building maintenance must achieve to make sure the building can functioning as it proposed to be. For example, the design for commercial building must be function to attract people to come; proper maintenance to keep the building in good condition must be program. Prevent failures of building system that would interrupt occupant activities and the delivery of public services. (R. S. Means Company, Inc., Cost Planning Estimating for Facilities Maintenance (Kingston,MA: R. S. Means Company, Inc., 1996), 264.) Building that operate trouble-free allow public employee to do their jobs and serve the public. Because building maintenance includes regular inspection and replacement of equipment crucial to operating a building, maintenance staff reduces the problem that might otherwise lead to a breakdown in operation. Sustain a safe and healthful environment by keeping building and their component in good repairs and structurally sound.( APWA, Public Works Management Practices, 63; and International Code Council, Inc., International Property Maintenance Code 1998 (Country Club Hills, IL: International Code Council, Inc.,1997), 9-10.). Building maintenance must protect every building component in good condition, to create safe and healthful environment to the building occupant. Any serious defect to the building must be take an action because event a small defect it can slowly effect the building structure, and sometimes it also can effect to the occupant health. Provide maintenance in ways that are cost- effective. (Federal Facilities Council, Standing Committee on Operations and Maintenance, Budgeting for Facilities Maintenance and Repair Activities (Washington D.C.: National Academy Press, 1996), 29. Cost-effective denotes both economic efficiency and desirable results.) A main goal of maintenance is to minimize cost without reduce the quality services and building performance. To achieve cost effective a proper building maintenance cost planning must be developed to make the maintenance cost that will be spent for the building is relevant. To protect building owner invest for the building. (Dr. Ahmad Bin Ramly, 2002, Prinsip dan Praktis Pengurusan Bangunan) Building owner has been investing a lot of money for the building; every investment must give an income. The increasing operation and maintenance cost of building will cause the owner investment will unrelavant and also not economical for a long term. The impact will be more conspicuous when the building has a lot of problem defect and need a lot of repairing works. 2.3 BUILDING MAINTENANCE CLASSIFICATION. In generally, building maintenance can be categories into 2 categories, planned and unplanned maintenance. Planned maintenance is maintenance organized and carried out with forethought, control and the used of record to a predetermined planned. Maintenance works must be program properly, to make sure there no failure will occurred, any defects or problem must be recorded to make the observation works will be easier. Unplanned maintenance is ad hoc maintenance carried out to no predetermined plan. According to the Audit Commission considered a better maintenance to be as follows. Strategic repair and maintenance. This represent work required for a long term preservation of an asset, and includes planned maintenance of the building fabric (decoration and routine replacement), maintenance of engineering services and maintenance repair items such as re-roofing. There are normally item which can be plan of because, for some extent there can be foreseen and budgeted for. Tactical repair and maintenance. These items are related with day to day works of minor nature in response to immediate need. The audit commission point out that tactical maintenance is not necessarily the same as responsive maintenance as some immediate respond item are clearly of strategic nature for example a flat of roof failure. According to BS 3811 and for practical purposed about maintenance classifications are Preventive maintenance this maintenance carried out at pre determined interval, or corresponding to prescribe criteria, and intended to reduce probability of failure or the performance degradation of an item. Corrective maintenance maintenance carried out after failure is occurred, an intended to restore an item to a state in which it can perform it required function. Emergency maintenance maintenance which it is necessary to put in hand immediately to avoid serious consequences. Condition based maintenance preventive maintenance as a result of knowledge of the condition of an item from routine or continuous monitoring. Schedule maintenance preventive maintenance to carried out to a pre-determined interval of time, number of operation mileage etc. Another maintenance classification was made by Noble (1984) that classified maintenance as five different types: a. Routine or cyclic maintenance, it is task carried out at more or less regular intervals without prior inspection, such as cutting grass, lamp changing, cleaning of drains and gutters. b. Planned maintenance; can be determined as selected services, plant and equipment. It is a regular inspection and servicing (lubrication and adjustment) with repairs and replacements made or programmed only when found to be necessary. c. Planned inspection, for selected elements of structure, fabric and finishes. It is a regular inspection but with maintenance work carried out or only when found to be necessary. d. Breakdown or emergency maintenance, an action taken to remedy failure. e. Minimum maintenance, often applied to premises awaiting disposal. No action except to meet mandatory requirements, e.g. for health or safety, to conform to the terms of a lease, or to keep the property wind and waterproof. MAINTENANCE STANDARD In maintenance management there is no specific statement that defines the maintenance standard for building. In generally, maintenance standard is base on the client requirement and the contractor will know the standard base on the owner requirement. According to Dr Ahmad Bin Ramly, maintenance standard is basically same in any building or equivalent with the type of building, however in practically small size building will be easier to maintain and easier in maintenance management. Many of it repairing works can be done as planning. For the building that larger and more complex, with sophisticated design it will need a lot of special service. To fulfill the maintenance need, the building owner needs to provide one maintenance department to take care of the building facility and services. If the owner want to take consultant to maintain their building, they must specify ,what maintenance jobs will be carried out ,then ,all the workers must be supervise properly, to make sure the maintenance work is followed as planned. Besides that, all the maintenance workers must a qualified person to carry out the works, there must be no person can do the maintenance job, except the qualified person or maintenance expert. Milne, 1985, the main idea about maintenance standard is basically the request or maintenance work order from the owner to contractor, which area or defect that should be repair or replace, and this order should be clear as a standard for the contractor to perform the job. The work order should include the sufficient detail in order to enable the workman to take with him the correct quantity and type of material when making the maintenance work. In fact some of 40% of the maintenance standard was directed in site. (Lee, 1987) have mention, in building maintenance management describe building maintenance standard can be divide into two categories. Lower level The need of maintenance due to increasing probability of failure involving not only enhanced repairs costs but also consequential losses where the normal user of the building is interfered with. Upper level Set by a cost of achieving it. Lee also said about building individual element, he divide the maintenance standard into three condition : Physical condition of the elements. Has two related terms, the condition of element that related to the magnitude of defect that calls for remedial action and second is the performance or environment systems. Times criteria. When the repair or replacement will be make. At this method, the maintenance need frequent inspection and its need a little bit knowledge about decoration. The balance between frequently inspection, risk, and consequences of failure is the important part that should be achieve. Financial criteria. This criterion can be taken from the variable sum based on the costs of some primary activity or replacement value, or taken from fixed sum based on historic costs or an analysis of anticipated benefits. In certain time, maintenance works sometimes have a difficulty during do an operation some product that gives unsatisfaction to the owner. However, this problem can be solving if the proper maintenance works can be program, beside give a relevant budget. It can be done smoothly with one good maintenance program. MAINTENANCE NEEDS According to Dr. Ahmad bin Ramly state that in Principe, the important building maintenance can be seen in four main aspects: Investment value. Building design Building function. heritage stuff 2.5.1 Retaining investment value. There is no person that have been invest for one thing want to lost, they always hope what they have been spent the money will be get a benefit from it. It also same with building owner, they have spent a lot of money for the building; so, they wanted their investment will be worth, and they will get the benefits. There are two type of income that usually investor hopes from their investment. Short term income. It means the owner hope to get profit from their new building. They hope their new building can be sold fastly, especially when the owner used loan to buy the land, then they must sale the building quickly, so they can cut the loan interest quickly. If the sale is slow, the loan interest will be rise, and when the interest is more than profit, the owner will be lost. Long term investment. Long term investment usually consists of calculation about rental rate that will be get and sale price. If the investor find the land market is in the good condition and increase, or any sign that the land market will be a rise, usually the owner will save their property for a longer term, so that, one day, they can sale the land or building with the higher price, or they used tenant as a source to pay the loan. Building Design. With proper building maintenance, the building will be look more interesting and less defects will occur. There have some reason that can cause the building will look not interesting and a lot of defect occurs: Dirt because of user careless. Natural environment effects. Such as, weather, season and air pollution. Insect attack. Fungus and plant attract. A decay that usually attack at some part of building that has dampness. Natural disaster or any unpredictable accident. Building function. All building that build have a reason to build, there have their function. So, proper building maintenance program will help to retain the building function as planned. There have some reason, why the building need maintenance to retain their function : To remain their actual design function and their construction objectives especially for preservation and conservation proposed. To maintain and fulfill building occupant needs or the owner. To remain or followed the statutory requirement or other local authority requirement. To remain building space with other services that have been provide for the buildings. To make sure all the facilities that provide or other services always functioning and can be used all the time Heritage Stuff The awareness and interest of the public and country to heritage item is increase. Now a day, the heritage stuffs not only just a collection to the people that interest with history, but now, it can be main things to make money. The heritage stuff such as old building, fortress, and houses not only have high value from their design, but for some local community it was a main thing to them, to make money. Those structures can attract tourist from out or in the country to come. 2.5.5 The satisfaction of building needs. According to Paul Wordsworth (Lee building maintenance management ,4th edition), said that, in order to put the problem into perspective it is necessary to view maintenance in the context of the overall building process. The building needs community is met by interrelated construction activities of maintaining, modernizing and replacing existing stock of building and by erection of additional new building.( figure 2.0) The recent express view is that the level of expenditure on maintenance is too high. However in order to know the reasonable of expenditure is reasonable or not it is necessary to consider 3 factors: Whether the amount spent is excessive in relation to the work done. The amount that provide for maintenance works need to use carefully, to make sure the works is reasonable with the budget. Whether the work which is done is necessary and unavoidable. There are many reported cases of early maintenance which could have been avoided with better design and the suitable of the material. Whether it would be advantageous to carry out more works. Clearly construction resourced are limited and the goal should be to achieve the optimum allocation of manpower, material and capital between the maintenance and improvement of existing building and the construction of new building. 2.6 MAINTENANCE PLANNING The maintenance planning is one of the important element in develop the good maintenance works, according to Barrie Charter and Peter Swallow, (1996, The Maintenance Management) state that, the basic principle of the planning should be firmly understood before considering maintenance planning specifically. The planning should be transparent to make sure the workers are understood what is the maintenance planning and their goal to achieve. The maintenance planning should be planned before the construction building , this will make sure to take account the effect of the building design to the maintenance aspect. According to Dr. Ahmad Bin Ramli (2002, Pengurusan Penyelenggaraan Bangunan), the maintenance planning should be done in five stages: The building in still in design stage. The proper maintenance planning should be plan at this stage need to be rigid and nonstop, especially for those building that need to do renovation in the future, the maintenance aspects need to take account to make sure the building long lasting. In the construction stage, the maintenance manager need to know the progress to make sure the construction works is followed as in planned. Before handover to the owner. the planning should be prepare before the building is handover to the new owner, the maintenance manager must know the condition of the building , and the new owner need, from the information, maintenance manager can program the maintenance works for the client need. The change of use to the building. The maintenance manager should have a planned if the building will change to the new function, they must know the relevant of the new function that will be use to the building. The maintenance manager should give advice or inform to the new owner about the impact of the building function to the maintenance. The change of maintenance budget. The change of maintenance budget is not impossible if the client faces the economic problem, the maintenance manager need to plan what should do to use the new budget to the maintenance. Thats mean if the client decides to cut the maintenance budget, the manager should cut down the unimportant works, and only focus on the serious maintenance works. Change of manpower. There have a possibilities that the manpower will decrease, this is because with some reason, such as because of high demand that the workers cannot accept the situation, and resign. The because of the economic problem by the owner, maybe a lot of worker will be reject to cut the operation fees. The maintenance manger should reprogram all the planning, and find the other alternative to face the problem. 2.7 PROBLEM IN MAINTENANCE MANAGEMENT. Maintenance management is very important for the building, a good maintenance management will make the building life span is more, and also can reduce maintenance cost for the building. Any small defects at the building must be identify and must be solve it as soon as possible, because the small defects is like a cancer that slowly will become big defects in the future. Big defect means, big problem, and big problem need big cost to solve. However, why there still have some of the building that have maintenance department, but the defects still occurs? Until sometimes the defects have cause injuries to the people who used the building. There are some general ideas about the problem in maintenance management: The building design. The building design is one of the factors that cause problem in maintenance management. Sometimes, the building designer does not consider about building maintenance during design the building, the design just take serious about building appearance compare to building maintenance. Some maintenance access must have to provide to make maintenance works can be done quickly and safe, beside that to make sure all part of building can be reach, so that any problem to the building can be Identify and solve quickly. Maintenance budget. Budget for maintenance is very important things, with the relevant budget, the maintenance management can manage all the maintenance cost properly. Most of the owner didnt want to spend a lot of budget for maintenance, because for them, the money is more important to use it in their business. For government building, limited budget to maintain will cause the maintenance management could not do their job properly. Because, the maintenance equipment, such as any specials equipment is very expensive, but it is very important tools, to make sure the building test or survey is accurate. Poor maintenance program. Poor maintenance program means the maintenance manager failed do their job to manage the building properly. Good maintenance management can provide the good maintenance program such as, provide maintenance information management, routine maintenance schedule, proper maintenance planning, and manage maintenance budget. Lack of professional skills. Maintenance management is a work that needs a skill to manage it. Less professional workers to manage building maintenance is very important to make maintenance management process can do smoothly. Professional person in maintenance need to know all about maintenance, such as , programming maintenance work, get to know , the suitable material to use for building and also know how to do and analysis test. Some country needs to import the professional worker from oversea to do this works. It is very sad, when government need to spend a lot of money to pay foreign workers. It will be better if the works can be managed by local people. Unqualified workers Maintenance works need a qualified person to do the work; this is because maintenance work is dangerous which the workers need to handle dangerous equipment such as electrical system. At this stage, maintenance management is responsible to take a qualified person, besides have high skill or experience to do maintenance works. The maintenance workers need have a high knowledge about the works that they will do,they need to know how to reduce the risk and work safety during do the maintenance works.