Company On Cadbury

Company On Cadbury As a result of our report, we have come to discover that there are various forces that affect the environment that is Cadbury and Freddo Frog, including political, economical, socio-cultural, technological and legal. We have also discovered that there are many levels of competition which include generic competition, product competition and brand competition, as well as the situational and group influences and individual characteristics of consumers. Various market segmentation approaches were explored, and involved demographic, psychographic and behavioural market segmentation. The ways in which the brand is perceived and positioned was also explored and identified, and were illustrated through the creation of a perceptual and positioning map. Our report also explored the communication tools that were used within Cadbury for its Freddo Frog product, and evaluated the effectiveness of campaigns in reaching the consumers and communicating with the public. 2.1 Introduction: Cadbury is a multi-national corporation, which produces essentially chocolate and confectionary products and operates in more than 60 countries.(Callus Cutler). According to IBISWorld, Krafts Cadbury products have majority of confectionary market share of 49% (2010), which makes it an interesting company to study. With specific attention to the tween market of children aged 6-13 years old, Cadburys Freddo was developed and has been a great success as a childrens chocolate due to its popular brand identity, taste, and initiatives such as fundraising, interactive computer gaming and the fact that it is packaged as an appealing product. Cadburys popular brand identity and market share has such an impact on the Australian chocolate industry making the Cadbury Freddo an interesting topic to study. Part A will discuss the Cadbury brand environment and its impact on marketing initiatives for the product Freddo. That, political factors, economical forces, socio-cultural factors and legal factors all play a significant role on marketing Freddo. Part B will observe the generic, product and brand levels of competition that Cadbury has been involved in; the situational, group and individual factors that influence the consumption of the brand; and, the demographic, psychographic and behavioural characteristics of the Freddo product tween target market. This section will observe why people purchase Freddo, brand identity, the role of packaging and the changing demographics of Australian lifestyle to healthy eating choices. Part C examine how Cadbury wants its product Freddo and its associated brand perceived by its target market and how the target market perceive Freddo and Cadbury. This will include the positioning statement that: Cadbury Freddo is aimed at ‘pre-teen children and their parents who only want to spend a couple of dollars on a small chocolate as an inexpensive treat or reward for good behaviour (Cadbury 2011). This section will show positioning and perception maps for the Freddo target market. Part D will explain the various tools that Cadbury has used to communicate its desired position to its tween market and will describe a communication campaign with specific reference to this market. This report will observe, as Cadburys Australia and New Zealand Managing Director, Mark Callaghan recognises, that Cadbury has been a big part of Aussies lives for almost 90 years, and underpinning this relationship has been the unbeatable taste of our chocolate and the affinity people feel for our brands† (Ellis 2010). 3.1 Part AKaitlin Ramsay (3863803) Cadbury is a multi-national corporation that operates in more than 60 countries, and employ over 46,000 people (Callus Cutler, 2010) As such an internationally renowned and utilised company, Cadbury is thus subject to many major forces within the business environment that affect and impact upon their marketing initiatives. These forces political, economic, socio-cultural, technological and legal forces. The political factors that can affect an organisation and its initiatives are the laws and regulations that the Government can impose, as well as the political stability of a nation, or indeed, the world. (Elliot et al, 2010, pg. 48) In the case of Cadbury, forces that have affected its environment include the Childrens Television Standards 2009. This meant for Cadbury that there were now advertising restrictions in place that negated them from being able to advertise their product, in any way that may mislead or deceive children, and must be perfectly clear and understandable for a typical child (Australian Government, 2010). This means that Cadbury and their marketing initiatives of Freddo Frog must adhere to these restrictions, and be careful about that way they promote their product to children. In promoting Freddo Frogs to children, they must also not promote HFSS (High fat, salt and sugar)(Hackford, 2010). Consequently Cadbury has to focus on sensible and appropriate ways to market Freddo Frogs to kids, that doesnt infringe upon these impositions. On the other hand, parents can now be more comfortable about the fact that their children are less likely to be targeted in deceptive marketing tactics that encourage kids to consume unhealthy products. This initiative is also helping to contribute to creating a healthier lifestyle for all Australians. The Economical forces impacting upon the environment of Cadbury and its product, Freddo Frog, include interest rates, income levels, levels of inflation and the level of unemployment (Elliot et al, 2010, pg. 49) One of the foremost impacts upon all companies throughout the world was the Global Financial Crisis. This caused an increase in interest rates, a rise in inflation, high unemployment and a lower income.An increase in interest rates may lead to an increase in prices for consumers; which in turn can negatively affect sales, as people during times of financial difficulty, may be reluctant to spend more money. A rise in interest rates may also cause a change in demand for products—which in this case, would mean a decrease in demand. It also means less capital for Cadbury—which may lead to the possible retrenchment of workers due to the inability of Cadbury to support a high number of employees. The impact of these economical forces mean Cadbury needs to focus on effectively utilising their resources during times of financial obscurity. This may mean spending less money on marketing, and more on other areas of production, as there is less capital to spread around to all areas of the company. Cadbury may be more productive and efficient in these times as they are forced to consume their resources in a cost-efficient manner. An interesting fact is that although people are less likely to buy luxury goods during times of hardship, Cadburys sales increased by 2% in 2009 during the GFC, as people bought chocolate as a source of comfort food (Despuez, 2009). Looked at from this perspective, it can be concluded that Cadbury may not have to be as concerned as one would think when people are financially inadequate, as chocolate becomes a popular product during such times. The Socio-Cultural factors that affect Cadbury and its Freddo Frog include the culture, values, attitudes, beliefs and trends of the public (Elliot et al, 2010, pg. 50). In todays society, there is an increasing trend towards video games and similar technology for younger people, as well as gravitation towards initiatives that are â€Å"green† or considered ethically responsible. In addition there is an ever-increasing importance placed on the social aspect of schooling—in terms of acquiring the latest trends in order to â€Å"fit in† with the other kids, whether this is with clothing, books, toys, food and drinks. These forces that affect the youth today mean Cadbury must integrate and take into account such factors when establishing their marketing initiatives. As a result of the increasing use of technology and computers amongst young people, which is now a generational characteristic, Cadbury introduced the Internet game â€Å"The Adventures of Freddo Frog†(2010). The exciting and interactive nature of the game enticed younger people to partake in the game, and has made the product increasingly popular for young people. Modern society values the idea of contributing to a cause or initiative that helps achieve something positive. People also like the idea of being associated with something that is ethically responsible, and Cadbury has achieved this through their Fairtrade Scheme â€Å"Which seeks to address the imbalance of power in trading relationships, unstable markets and the injustices of conventional trade(Cadbury, 2010) The fact that Cadbury is so invested in their Fairtrade scheme creates a positive image for them and all of their products, including Freddo Frog. There is an element of trust that Parents value and respect, and thus are more likely to buy Cadbury products for their children, due to their belief in the brand and its ethics. The social aspect of schools also impacts upon the nature of marketing initiatives of Cadbury and their products like Freddo Frogs. The fact that a child may be considered â€Å"cool† if they are associated with a chocolate that has its own representative game (The Adventures of Freddo Frog) means social factors are important for Cadbury. Cadburys success in the creation of the game is a result of their marketing initiative in the form of Internet gaming for kids. On the other hand, the fact that importance is placed on what kids bring to school is not exactly a healthy lesson to learn for kids, and the idea that food choices is incorporated into this is also not ideal, as kids may consume more than is necessary to achieve the desired social outcome. The technological forces that may affect the company environment include whether the technology can be used for innovation, whether distribution or communication can be improved using technology, the accelerating use of technology and the better standard of quality of products due to technology (Elliot et al, 2010, pg. 50). Technology is what has allowed for the creation of the online games, and is essentially the innovative tool used to create more interaction between children and the Cadbury Freddo Frog brand. The communication improvement between children and Freddo frog is essentially due to the improvement in technology over the years (Cadbury History, 2009). Not only has the increase in computer technology been ideal for Cadbury, but also production technology, as it has allowed for considerable growth and success for Cadbury and thus, Freddo Frog. The improvement in technology has allowed Cadbury with its Freddo Frog to compete again with Kinder Surprise. For a time, Kinder was dominating the market for childrens chocolates, as the toy inside the chocolate was very popular amongst kids. The introduction of the online Freddo Frog game however, allowed Cadbury to take back its reign as the top confectionary company. The fun and interactive nature of the game is contributed to making the product so popular. The ever increasing use of technology by Generation z (otherwise known as Generation @) means that Cadbury are reaching their target market in the most ideal and popular way. And the more and more children that use the Internet, the larger the chances are they will come across the Freddo Frog Adventure Game, and the likelihood of their buying the product (or their parents for them) increases. Although, on the other hand, kids are now spending more time in the virtual world of computer games, interacting with characters that dont exist, instead of being outside playing games and interacting with real people. Legal forces are a facet of the business environment that always has a large impact upon companies, as they essentially govern and direct the actions of a company, with laws and regulations (Elliot et al, 2010, pg. 51). These come from industry bodies such as the Advertising Standards Bureau and the Australian Competition and Consumer Commission (ACCC). Companies, including Cadbury, must comply with laws and regulations such as the Fair Trading Act 1987 (NSW), the Competition and Consumer Act 2010, and the (Goods and Services Tax) Act 1999. These Acts essentially ensure that Cadbury acts in a fair manner, in relation to trade, production, workplace environment, employee treatment, taxes etc. As well as ensuring they comply with industry regulations to not deceive or mislead, or have the intention to deceive or mislead consumers, or behave in a way that does not adhere to any standards set by these regulatory bodies. The Australian Competition and Consumer Commission (2011) is responsible for dealing with matters in relation to competition, as well as the enforcement of the Competition and Consumer Act 2010. They are concerned with different areas including dealing with customers, dealing with other businesses, the running of the business in question, industry codes of conduct and professions competition. The ASB deals with issues including â€Å"use of language, the discriminatory portrayal of people, concern for children, portrayal of violence, sex, sexuality and nudity, and health and safety.† (NSW Government) There are more Commissions and Boards such as these that businesses have to be concerned about, although these are the most important and recognized. As such Cadbury has to market its product, Freddo Frog, and conduct business surrounding this product, in such a way that it does not mislead or deceive (neither parents/adults nor children), does not falsely misrepresent the product, and does not infringe upon any of the other aforementioned criteria for business conduct in relation to the Trade Practices Act, or the Fair Trading Act (ACCC, 2011). This will impact upon Freddo Frog, as they will be a legally responsible and trustworthy company, that can be relied upon by both consumers, suppliers etc. to produce a product that markets itself using only the approved methods. If a company is legally sound, they are generally thought to be an ethically/socially responsible entity as well. 3.2 References: Australian Government, 2010, Advertising to Children, accessed 26/4/11, http://www.acma.gov.au/WEB/STANDARD/pc=PC_91814 Australian Competition Consumer Commission 2011, For Consumers, accessed 28/4/11, http://www.accc.gov.au/content/index.phtml/itemId/815215 Australian Competition Consumer Commission 2011, For Businesses, accessed 30/4/11, http://www.accc.gov.au/content/index.phtml/itemId/815214 Callus, A, Cutler, D, 2010, Fact box: Cadbury vital statistics and history, accessed 26/4/11 http://www.reuters.com/article/2010/01/19/us-cadbury-factbox-idUSTRE60I1Jh30100119 Elliot, G, Rundle-Thiele, S Waller,D 2010, Marketing, John Wiley Sons Australia Ltd, Milton Queensland Cadbury 2011, Fairtrade Certified Cadbury Dairy Milk hits Australian shelves, accessed 27/4/11, http://www.cadbury.com.au/About-Cadbury/Fairtrade.aspx Cadbury History n.d., accessed 28/4/11, http://www.bizaims.com/coffee%20break/curiosities%20events%20funny/cadbury%20history Competition and Consumer Act 2010 (Cwlth) Despuez, N 2009, More People Buy Chocolate Amid Recession, Cadbury Sales Up, accessed 27/4/11, http://www.startupbizhub.com/more-people-buy-chocolate-amid-recession-cadbury-sales-up.htm Fair Trading Act 1987 (NSW) Hackford, C 2010, Sugar and Spice and All Things Nice: Advertising to Children, accessed 26/4/11, http://www.advertisingcompliancelaw.com/articles/hfss-foods/ NSW Government 2010, Fair Trading-Advertising, accessed 30/4/11, http://www.fairtrading.nsw.gov.au/Businesses/Advertising_and_marketing/Advertising.html 2010, The Adventures of Freddo and the Time Machine, accessed 27/4/11, http://www.freddo.com.au/ 4.1 Part B Madelin Robertson (3665926) Through effective marketing, Cadbury needs to make sure that they provide their target market with greater value then their opponents on different levels of competition. Cadbury works on the ‘Generic competition level by identifying that its consumers have alternative ways to meet their product needs and that this same want or need can be satisfied by substitution with quite different products (Elliot, G, et al, 2010, p.46). Today the market is highly competitive and companies are now competing against other segments of the marketplace with products such as snack foods, cakes, cereal and biscuits (IBISWorld 2010). These products are sometimes obtained at a cheaper price or offer more value for money. Cadbury aims to avoid generic competition by effective marketing of Cadbury chocolate and Freddo products to give them a prestigous and trusted image that is reasonably priced. Cadbury promote that the taste of its chocolate is superior to other common chocolate brands, that it is more enjoyable to eat compared to items such as biscuits, and that its price is similar if not reasonably priced compared to other confectionary and sweet products. ‘Product competition describes products that are broadly similar but have different benefits, features and prices that distinguish them from competing products (Elliot, G, et al, 2010, p.46). Cadbury chocolate and Freddo compete with a wide variety of confectionary products and children confectionary products in the Australian confectionary industry. Many of these products are chocolate or sweet based so they vary in flavour and product type. Some examples of products which Cadbury compete against are: Jelly lollies, hard boiled sweets, chocolate products, fine chocolate products which could all satisfy a consumer in the confectionary industry. According to IBISWorld in the confectionary industry Krafts Cadbury products have majority of confectionary market share of 49.1% (2010). Like other confectionary brands, Cadbury need to be innovative and differentiate their products, keep prices low and maintain their popular brand image to sustain consumer consumption through changing consumer tastes and dietary trends, for example, a price rise in chocolate may persuade consumers to switch to sugar-based confectionary instead (IBISWorld 2010). Cadbury contends with ‘Brand competition where many of its products are similar to other chocolate brands that offer the same benefits, features and price to the same target market. Childrens chocolate products such as Ferreros Kindersuprise, Mars Mars bar, MMs, and Nestle Smarties all target the pre-teen chocolate market in Australia. To emphasise brand image and acquire market share Cadbury works with initiatives such as supporting and sponsoring community events, fundraising initiatives and sporting groups, where Cadbury products are promoted and recognised within different communities and age groups (Cadbury 2011). Online, Cadburys Freddo interactive computer game, which children can play, helps to create demand for the product and give it a fun and prestige pre-teen confectionary brand identity over its competit ors (Cadbury 2011). Cadburys Australia and New Zealand Managing Director, Mark Callaghan recognises that Cadbury has been a big part of Aussies lives for almost 90 years, and underpinning this relationship has been the unbeatable taste of our chocolate and the affinity people feel for our brands† (Ellis 2010). Cadbury also uses individual branding of its products to give them their own identity and position in the marketplace, to reach its market segments, and to avoid confusion with other product brands. Situational influences are the circumstances a consumer finds his or herself in when making purchasing decisions. According to Elliot, principal situational influences may be classified as: physical: the characteristics of the location in which the purchase decision is made; social: the interactions with others at the time the purchase decision is made; time: the time available for a purchase decision; motivational: the reasons for the purchase; and mood: the mood of a person at the time of the purchase decision (et al, 2010, p.104). Confectionary items usually constitute an impulse purchase that is unplanned or spontaneous. The strategic presence of chocolate and confectionary in stores such as at the grocery store checkout or a vending machine signify purchases that may not have been considered or planned (IBISWorld 2010). Due to the nature of impulse buys, customers will not pay high prices for the items they did not originally intend to purchase so products such as Cadbury Freddo is relatively cheap retailing at around $1. In the current economic climate, high retail prices for children items such as toys may lead parents to buy cheaper items such as Freddo (IBISWorld 2010). When buying chocolate for children it is usually purchased as a reward for good behaviour or celebration. A retail outlet must have pleasant surroundings and be strategically placed to influence consumption. Group influences â€Å"comprise social factors (the influence of other people) and cultural factors (the influence of the values, beliefs and customs of the persons community)† (Elliot et al, 2010, p.106). The culture, subculture and social class of a group of people greatly influence buying behaviour. Increasing technology and production techniques, marketing techniques (such as interactive computer games) and environmentally friendly packaging, play a role in consumption of products and Freddo (Cadbury 2011). Cadbury has recognised the difference in generation gaps and has moved to consider this. Freddo uses modern pictures, symbols colour, packaging and a fun and happy image of Freddo to create consumer interest and to target its younger market. Cadbury promote its products as a friendly brand that is associated with family whilst being widely recognised and trusted. Freddo is also reasonably priced available to majority of the population. Many children and parents learn fr om others that Cadbury is a respected chocolate brand and identity that families enjoy and often pass this knowledge directly onto others, or indirectly by others observing use of the product. Individual factors relate to personal characteristics such as demographic factors, lifestyle and personality, and individual psychological characteristics such as motivation, perception, beliefs and attitudes and learning (Elliot et al, 2010, p.118). Individual motives such as hunger, to satisfy self with something sweet, or a treat for celebration are seen with the purchase of Freddo, however purchase of the product has been identified to impulse purchase (IBISWorld 2010). Cadbury aim to work on an individuals perception by shelving space (usually low or at eye sight where it is easy to see and reach) and packaging which shows bright and colourful tones, stylistic cartoon image of Freddo (which relates to children), legible writing, and the purple trademark colour of Cadbury which is widely acknowledged and brings consumer awareness. Cadbury ads reflect that its chocolate simply tastes good and uses this as a key element to marketing their product. The fact that Cadbury Freddo comes in a variety of flavours (strawberry, peppermint, dairy milk, top deck, white chocolate, rice crisp and caramello koala) also targets individual wants and taste and therefore targeting a wide range of people (Cadbury 2011). Although many people carry the belief that chocolate is not a healthy lifestyle choice, the new portion sizing and Freddo sizing is a well thought approach for children in todays lifestyle. The demographic segmentation of the target market is based on demographic variables related to the vital and social characteristics of populations such as age, education and income (Elliot et al, 2010, p.177). Cadbury Freddo are focused on the tween market segment (children aged 6-13) Generation Z and the parents of this generation, Generation X, for product consumption. Generation Z, the digital and technologic generation, present an age where children are typically focused on the internet, video games, social networking and mobile phones, hence earning the title digital natives (Elliot et al, 2010, p.177). The parents of Generation Z, Generation X, are also included in the target marketing of Freddo as these individuals are usually the ones who purchase the product. The economic climate of the Global Recession saw a dramatic fall in spending as unemployment grew, however consumption of chocolate and confectionary sustained according to IBISWorld as â€Å"consumers choose to indulg e themselves in inexpensive, ‘feel good luxuries such as candy and chocolate, in an attempt to ease more pressing concerns such as mortgage or loan repayments† (2010). The changing demographic of the average Australian household due to an ageing population and regulatory constraints are which are increasing in relation to product labelling, food safety and advertising may also put pressure on manufacturers. Psychographic segmentation is based on the psychographic variables of lifestyle, motives and personality attributes (Elliot et al, 2010, p.178). Increasing health awareness and lifestyle factors today majorly influence consumer consumption, as many people are aware that ‘junk foods are contributing to the increasing obesity rate in Australia and around the world. People are aware of the health risks and problems for themselves and their children and so aim to promote a healthy lifestyle through a balanced diet, exercise and health education. Because of the awareness between obesity and heart disease, and concerns about dental health, parents are less likely to buy chocolate products for their children, instead resorting to healthier food options or smaller portions (IBISWorld 2010). The growing popularity of low-fat diets are having an adverse effect on chocolate sales, whilst the opposite is happening for confectionary promoted on a healthy platform such as sugarless candy and gum and healthy substitute products such as snacks, cereals, nuts, yoghurt and fruit have seen a rise in demand (IBISWorld 2010). Organic products and dark chocolate are seen as a healthier option due to antioxidant content. The ethical consumer has influenced the shift towards sustainable methods of production with an emphasis on fair and equitable trading conditions and preferring fair trade chocolate brands. The behavioural market segmentation is based on actual purchase and/or consumption behaviours towards particular products and their variables, which include benefit expectations, brand loyalty, occasion, price sensitivity and volume usage (Elliot et al, 2010, p.181). As well as being the leading chocolate brand, Cadbury has been rated the most popular grocery brand of Australians in the Nielsens Company Top 100 Brands report (Ellis 2010). Many Australians are loyal to Cadbury products as they are a trusted brand with a popular identity. Parents know they can trust the quality of Cadbury products and that it will meet with their expectations. Typically parents with tweens, and tweens themselves are at the end of the purchase volume for Cadbury Freddo products (Cadbury 2011). It is a cheaper option then more expensive brands such as Lindt or Fererro products. The seasons, time of day and the scheduling of special events such as Easter, birthdays, and Christmas, influence confectionary consumption. Chocolate sales tend to be higher in cooler months (IBISWorld 2010). 4.2) References Cadbury Fundraiser accessed 04/05/11, http://www.fundraising.com.au/. Cadbury 2011, accessed 04/05/11, http://www.cadbury.com.au/. Freddo, accessed 20/04/11, http://www.cadbury.com.au/Products/Pre-teens-Confectionery/Freddo.aspx. Elliot, G, Rundle-Thiele, S Waller, D 2010, Marketing, John Wiley and Sons, Australia. Ellis, D 2010, Cadbury Named Australias Most Popular Grocery Brand, accessed 25/04/11, http://www.cadbury.com.au/About-Cadbury/News.aspx?newsID=133. IBISWorld Chocolate and confectionary manufacturing in Australia 2010, accessed 0 3/05/11, http://www.ibisworld.com.au/industryau/ataglance.aspx?indid=110. The nations favourite chocolate: Now Fairtrade Certified and on shelf throughout Australia, accessed 25/04/11, http://www.cadbury.com.au/About-Cadbury/News.aspx?newsID=134. Working together to make a difference in the community accessed 20/04/11, http://www.cadbury.com.au/Cadbury-Community.aspx. 5.1) Part C Tamara Nicol (4067137) In order for a product to be bought and ultimately perceived, evaluated and repurchased by the customer the business must first position the product so it is made available to the target market. Positioning involves how the brands name, logo, slogan and design are used to create a perceptual image of the product in the consumers mind. The product must be positioned so that customers who need, want and demand the product can have access to it and hopefully purchase it. Positioning is a very important element of target marketing as it decides how the customers will perceive the product and it requires a close understanding of the product, market and competitors. Positioning will determine whether the customers purchase the product, enjoy the product, if it meets expectations and whether they have a good experience with the product and plan of making a repurchase (Elliot et al, 2010). Perception is an outcome of the positioning. It is a psychological response to diverse stimuli. It includes the persons sensory experience, that is, smell, taste, touch, sight and hearing (Elliot et al, 2010). The consumers perception of the Cadbury Freddo would involve a variety of senses. People will evaluate this product on the grounds of, most importantly, taste but also smell and looks, if the packaging and actual product is aesthetically pleasing. Cadburys official website has the Freddo Frog filed under â€Å"Pre-Teen Confectionery† as the product is aimed at younger children, the product must be positioned towards the children as well as the parents or care givers who will most likely buy the product or give the child permission to buy it themselves (Cadbury, 2011). Cadbury implements positioning strategies in order to influence the consumers perception of the Freddo Frog. The Freddo Frog is sold in many stores country wide including supermarkets, petrol stations and corner stores (Observation). By doing the Cadbury positions the product as accessible and popular. Cadbury would like the Freddo to be perceived as at treat but also something that can be enjoyed frequently for a low cost. As a Freddo review states, â€Å"There are two reasons for cheapness; Number One so that children can afford to buy said treat with their pocket money and Number Two so that when children are harassing their mothers for sweets in the supermarket they can hold up the product and their mothers will give in because it is so cheap. Cadbury has such a product in the form of the Freddo.† (Ciao, 2004) Cadbury wishes for the Freddo Frog to be seen as a snack or treat that encourages children to buy it or pester their parents to buy it for them. As unhealthy products aimed at younger children

Renting Software :: essays research papers

Renting Software The life expectancy of software, especially purchased software, has become shorter and shorter over the years. While in the past an organization could be on the cutting edge of technology for five or six years with the software it had, now some applications become obsolete within two or three years. If you personally want to use the most current application, such as word processors and spreadsheets, you must pay several tens or hundreds of dollars to upgrade your version every two or three years. Now imagine how much money organizations have to pay for the same privilege for hundreds of thousands of employees. Worse, unlike households and small firms, many organizations spend millions of dollars on enterprise-wide applications, such as supply-chain management, ERP, and Web-based transaction systems only to find that two or three years later their version is old and lags behind the newer versions that their competitors use. Also, for small companies, the cost of even a single module o f an enterprise-wide system may be too high for purchasing. They prefer a monthly payment to a single, but large allocation of capital for the software. The answer to these challenges may be a relatively new approach to acquiring applications – renting. There are two approaches to renting: in one, the organization pays for the use of an application over a limited period of time at its site; in the other, the organization pays to use the application through the web. On-site Renting Many IS executives would rather rent software for a limited period of time and pay less than own it for a much higher cost. To satisfy this need, many software vendors now offer rental programs. For example, many organizations rent antivirus software rather than purchase it. Network Associates, Inc., the company that owns the popular McAfee antivirus software offers rental contracts for limited periods, as short as one year. The company realized that since thousands of new computer viruses are launched every years, its customers prefer to rent a version of the application for only one year, and when the next version, which takes care of new virus, is available, rent the newer version. When a company rents software, the rental rate is determined by the number of users and the period for which the software is rented. At the end of that period, the company must delete all copies of the software from its computers, or renew the rental agreement. Renting Software :: essays research papers Renting Software The life expectancy of software, especially purchased software, has become shorter and shorter over the years. While in the past an organization could be on the cutting edge of technology for five or six years with the software it had, now some applications become obsolete within two or three years. If you personally want to use the most current application, such as word processors and spreadsheets, you must pay several tens or hundreds of dollars to upgrade your version every two or three years. Now imagine how much money organizations have to pay for the same privilege for hundreds of thousands of employees. Worse, unlike households and small firms, many organizations spend millions of dollars on enterprise-wide applications, such as supply-chain management, ERP, and Web-based transaction systems only to find that two or three years later their version is old and lags behind the newer versions that their competitors use. Also, for small companies, the cost of even a single module o f an enterprise-wide system may be too high for purchasing. They prefer a monthly payment to a single, but large allocation of capital for the software. The answer to these challenges may be a relatively new approach to acquiring applications – renting. There are two approaches to renting: in one, the organization pays for the use of an application over a limited period of time at its site; in the other, the organization pays to use the application through the web. On-site Renting Many IS executives would rather rent software for a limited period of time and pay less than own it for a much higher cost. To satisfy this need, many software vendors now offer rental programs. For example, many organizations rent antivirus software rather than purchase it. Network Associates, Inc., the company that owns the popular McAfee antivirus software offers rental contracts for limited periods, as short as one year. The company realized that since thousands of new computer viruses are launched every years, its customers prefer to rent a version of the application for only one year, and when the next version, which takes care of new virus, is available, rent the newer version. When a company rents software, the rental rate is determined by the number of users and the period for which the software is rented. At the end of that period, the company must delete all copies of the software from its computers, or renew the rental agreement.

Group Dynamics: Ethics in Counseling Essay

Abstract A current and very active debate surrounding counseling, psychotherapy, and the human services professions is the hot topic of ethics in groups. This paper will explore the intriguing world of ethics by looking at how ethics is defined, including ethical theories and philosophical concerns. Ethics are designed to enforce the needs, and ethical principles of an association, organization, or business, while demonstrating the expectations of professionals obligated to particular ethic codes. This paper will seek to examine ethics in-group counseling settings by reviewing empirical based evidence and outlining information from the American Counseling Association (ACA) code of ethics. In addition, this paper will discuss ethical practices in counseling, focusing on issues such as a competence, confidentiality, and rights while taking an in depth look at group therapy versus individual counseling. Furthermore, it will establish an understanding of why a therapist would choose one type of therapy over another. A spiritual integration will include a worldview perception of ethics in relation to God’s covenant. In conclusion, a first person analysis will discuss leadership qualities, an individual approach to group therapy, along with identifying ethical personal challenges. Intro Counseling is a broad term encompassing many types of counseling subfields; marriage counseling, family counseling, grief counseling, and group and individual counseling to name a few. Counseling offers a way for an individual to gain perspective on his or her behavior, emotions, relationships or personal circumstances. It acts as a means for addressing pain or working through difficult transitions in life. This is accomplished by providing methods for expressing feelings, exploring new ideas, and  identifying patterns in behavior and thinking. For many people it is a way to alleviate anxiety or depression and to find effective ways to develop their communication skills. â€Å"Counseling specialties share a common interest in facilitating human and systematic growth† (Ponton, R. F., & Duba, J. D., 2009). However, professionals in human service and mental health professions are challenged with ethical dilemmas involving their clients on a continual basis. Ethics in Counseling Throughout history numerous individuals have sought to maintain their psychological well being through therapeutic methods such as counseling. An important aspect of the counseling field is ethics, a system of moral principles, which attempts to differentiate between good and bad. According to Collins English Dictionary, ethics are defined as a social, religious, or civil code of behavior considered correct, especially that of a particular group, profession, or individual. Ethic codes are an integral part of both personal and professional lives that are the root of an individual’s actions on a daily basis. There are several types of ethics that are applied to different fields, however ethics play a very pivotal role in the various forms of counseling. One of the principle concerns of ethics is an individual’s well being. For counselors, according to Gravitz (2008), â€Å"facing ethical dilemmas is a normal and expected part of our work, and ethical awareness is a continuous, active process that involves constant questioning† An individual’s conception of ethics is based on his or her own system of beliefs, values, cultural influences and life experiences. In efforts to govern the professional application of qualified therapists, counselors, and human service professionals, a standardized code of ethics was developed by mental health associations. This code of ethics is a basic foundation that defines professional therapy and sets the standards for appropriate behavior, professional expectations, and protects the client, the counselor, and the profession as a whole. A therapist or human service professional is responsible for identifying the limit or scope of his or her practice and training in efforts to prevent crossing ethical boundaries.  Ã¢â‚¬Å"The ACA Code of Ethics (American Counseling Association, 2005) is an articulation of the ever-changing relationship between counseling  professionals and society† (Ponton, 2009). Mental health professionals have an obligation to themselves and their clients to be familiar with their professional code of ethics and how it applies to their particular professional service. Group Counseling Among the many forms of counseling available to individuals is group counseling. In-group counseling a therapist, or therapist and co- therapist work with multiple patients in resolving specific issues. According to MacNair-Semands, R. R. (2007), â€Å"In a society marked by racism, classism, sexism, and heterosexism, we have an opportunity of transforming the group experience rather than perpetuating these dynamics†. For people who may suffer from social anxiety issues or who are not comfortable in a one on one setting with a therapist, a group setting can be very effective. Another important factor to consider is the cost involved with group counseling as opposed to individual counseling. As previously stated, group counseling is a form of counseling designed for several people at once, as opposed to individual counseling. In section B.4 of the ACA Code of Ethics (2005), it highlights the specific areas that should be taken into consideration in group therapy. An important role as the group leader is to keep the group focused and to encourage healthy positive communication between and among group members. A group will typically focus on one specific issue due to the complexities of having different people with unique personalities and circumstances together in a group. By focusing on one issue, such as depression, sexual assault, or social anxiety, each member of the group is surrounded by others who are struggling with a similar experience or concern. This allows the group members to feel heard and understood by their peers. As time progresses in a group setting, the cohesion and trust of group members also evolves. The group members are more confident, drawing strength from one another and able to support each other, essentially beginning to heal. For trained human service professionals (i.e., medical doctor, counselor, social worker, etc†¦), there is a high standard of ethical behavior that applies to group counseling to protect the group leaders and members of the  group. In an article written by Corey, G., Williams, G. T., & Moline, M. E. (1995) it notes how â€Å"we assume that the group leader’s personal life is a key determinant of how well he or she will function in the role of group facilitator†. However, in terms of ethical considerations, the focus should be on unethical behavior such as â€Å"sexual misconduct, incompetence, negligence, and malpractice†. It is essential for therapist to be knowledgeable about ethical principles and incorporate them into everyday decision-making. According to Brabender, V. (2006), â€Å"in the training of group psychotherapists, considerable attention is devoted to the mastery of theory and technique that will enable the therapist to be effective in helpi ng members to meet their individual and group goals†. There are many issues associated with group therapy that can provide significant implications for a group therapist or the group as a whole. In Section B.4.a of the ACA Code of Ethics (2005), it states that counselors â€Å"clearly explain the importance and parameters of confidentiality for the specific group being entered†. Unfortunately, literature on ethical issues with group therapy is not as prominent as existing literature within individual therapy settings. â€Å"One of the major clinical and ethical challenges for the group therapist is identifying and managing the difference between therapeutic and destructive pressures for members’ self disclosures† (MacNair-Semands, 2007). A group therapist is responsible for the consideration of group members’ sensitivities and disclosures to be held confidential by other group members as well as him or her. Ellman, M., & Pezanis-Christou, P. (2010) notes how â€Å"communication can affect the ethical behavior of a group†. If confidentiality is not handled in a professional and ethical manner it can cause anxiety and shame towards the group member and the therapist may suffer extreme repercussions from state licensure boards, and the group may encounter a premature termination. Individual Therapy An alternative to group counseling is individual therapy that involves individuals meeting with a therapist one on one. This direct approach allows individuals to identify effective techniques to achieve their goals and cope with difficult events in their lives. Individuals seeking therapy are typically suffering from different forms of problematic behaviors, feelings, beliefs, or some form of traumatic experience. This active form of therapy  may encompass many different treatment styles such as psychoanalysis that strives for personal growth and cognitive behavioral therapy, which examines the patterns of a client’s feelings and behaviors. Therapist and human service professionals will help clients focus on issues such as self-awareness, adjustment to personal circumstances, and finding understanding in their lives. For effective individual therapy to take place it is essential that the therapist or human service professional has a good awareness of self and how his or her own morals and values could affect the relationship with the client. However, â€Å"every form of psychological intervention presents its own set of ethical and legal problems and dilemmas† (Brabender, V. M., & Fallon, A., 2009). Ethical principles stem from ethical theories, which are divided into three general subject areas; metaethics, normative ethics, and applied ethics. When human service professionals are defending particular actions, they normally appeal to these principles and not the underlying theory. According to Fieser (2009), â€Å"Metaethics investigates where our ethical principles come from, and what they mean† this focus is on universal truths, the will of God, the role of reason, and the role of reason in ethical judgments. â€Å"Normative ethics takes on a more practical task, which is to arrive at a moral standards that regulate right and wrong conduct†. This includes the consequences of behavior along with the rules we should follow, such as the guidelines provided by the ACA Code of Ethics, 2005. â€Å"Applied ethics involves examining specific controversial issues, such as abortion, infanticide, animal rights, environmental concerns, homosexuality, capital punishment, or nuclear war. An individual therapist can be faced with a variety of ethical concerns that branch from these ethical theories such as accepting gifts, which could cause harm to a client or breach relationship lines. Yet, in the same instance, a counselor may risk insulting a client from another culture if they refuse the gift. â€Å"The psychoanalytic psychotherapist encounters various, often conflicting guiding principles, when faced with an ethical predicament† (Brà ¤sler, L., 2009). Confidentiality is a major problem that is often reported to state license boards across the country. There are a number of exceptions to this rule when the decision to breach confidentiality must be made to protect the client from him or herself, or  another person. Another important issue is in relation to boundaries, there are both sexual and non-sexual ethical boundaries that counselors should not cross. Counselor self-disclosure is one example of boundary counseling. According to Gutheil (2010), ethical aspects of self-disclosure identify â€Å"the most relevant principles, which are: †¢Beneficence (doing good for the patient) †¢Nonmaleficence (doing no harm) †¢The fiduciary relationship between clinician and patient, where the interests and welfare of the patient always predominate A counselor’s self-disclosure can often place an added burden on the client or take the focus off him or her and put it on the counselor. Some individuals, who are not comfortable with self-disclosure or examining their feelings in individual therapy, may choose to seek group counseling to be surrounded by others dealing with similar difficulties. Group Therapy vs. Individual Therapy The traditional form of therapy is a one on one interaction with a client and therapist, or human service professional. People seek individual or group counseling to address many issues such as depression, anxiety, low self esteem, mental disorders, or sexual assault to name a few. However, as previously stated, group therapy is a form of treatment that involves more than two or more clients at once and can sometimes involve more than one therapist. While group therapy encompasses many of the same techniques that are utilized in individual therapy, it does this on a larger scale and with a variety of complex ethical implications. According to MacNair-Semands (2007), â€Å"another potential conflict for group members is maintaining the confidentiality of other group members when they feel the need to discuss their group experiences with significant others†. Nonetheless, group therapy can be used as an alternative, or in conjunction with, individual therapy, â€Å" The complexi ty of combined therapy necessitates the therapist’s firm grounding in ethical theories and a thorough understanding of the fundamentals of the ethical codes of the human service professions† (Brabender, V. M., & Fallon, A., 2009). Depending on the situation, a therapist providing individual counseling can opt for group therapy to best  serve the needs of his or her client. â€Å"In principle ethics, when principles conflict, the practitioner must carefully weigh, balance, sift, and winnow competing principles to determine which principle has precedence† (Urofsky, R. I., Engels, D. W., & Engebretson, K., 2008). A therapist must consider these principles when in a group setting, because people often feel a sense of connection with other members of the group that could lead to potential conflict or jealousy. They are surrounded by people suffering from a similar experience and typically will grow a sense of mutual support with one another. Individuals are accustomed to being in groups in one form or another, through family, work, or school for example. Counselors may choose group therapy for their clients to bring them into a situation in which they may be more comfortable. Members are able to learn and grow from one another. Others prefer to have the one on one attention that is provided in individual counseling. Approach Like many counselors in the human services profession, the leadership qualities I possess have developed from my life experiences, personal ethics, morals and values. I have a strong, determined, willful personality that feeds into my skills as a leader. I am an active, empathetic listener and I will approach any counseling setting with the confidence and skill necessary to help others. I am flexible, considerate, and willing to adapt to any given situation, especially when my client requires change. It is my belief that we grow from our own difficulties. My life experience has helped me to communicate in an efficient manner, listen and hear more effectively, and maintain a non-judgmental, non-dismissive stance on the complexities in life. Therapy is about helping someone examine themselves in an honest and open manner so they may learn and grow from the experience. I am a sincere, genuine, and trusting individual with a passion for helping others; I have a clear understanding of my competence level and will competently provide the best care possible within my limits. I understand that what works well for one person may not work for another, therefore keeping in mind that every person is unique and finding what works best for each client at that specific time is invaluable. In a group setting, preparation is a very important factor, I would first  make a commitment to providing an ample amount of time to organize and plan for my group. I will make sure all group members are aware of all the rules and expectations in a group setting. My primary focus would be to encourage the group members to be open and honest with themselves, and to the group. I will tactfully handle any conflict that occurs, and provide substantial questions for the group to open discussion. By knowing my own strengths and weakness I am aware of my abilities and knowledge that I will bring to a group setting. For instance, if I am working with a group of abused women, I understand that trust and security are a very important factor in their lives. It is imperative that I be viewed as a trustworthy person. Therapy in any setting is a very personal and private relationship, it is important for clients to be able to trust and depend on their therapist or group leader. Corey (1995) indicates that: â€Å"Groups have unique therapeutic power that can be used to empower clients in their life changing journey, groups also have the potential to produce harm to their participants. Thus, the group leader’s skill, style, personal characteristics, and competence in group work are crucial dimensions that contribute to the quality of the outcomes of a group†. In a group setting, I will treat all group members with respect, set limits when necessary and include self-disclosure to maintain trust and cohesion. â€Å"For completeness, note also that the therapist’s comfort level, personal needs, and wishes for privacy also enter into the decision of whether and what to disclose† (Gutheil, G. T., 2010). I am most confident in a leader directed approach to group settings however, I am also comfortable with maintaining the group’s focus when turning the group over to group members in a group directed approach to determine the direction and content. In a group setting I will focus on the strengths of group members and help each to utilize their strengths when facing areas of weakness. I will also be cautious to make referrals when an issue has reached a scope beyond my capability. When faced with an ethical challenge, I will handle it according to principle and ethical guidelines. There are a number of ethical concerns, which I may encounter, such as end of life care for terminally ill patients.  I tend to be very emotional about this subject matter and may find myself in a situation in which I am unable to separate my personal beliefs from my professional responsibilities. Another area of concern is my roles and relationships with clients. In section A.5.c of the ACA Code of Ethics (2005), it outlines that a â€Å" counselor-client nonprofessional relationships with clients, former clients, their romantic partners, or their family members should be avoided, except when the interaction is potentially beneficial to the client†. I have a tendency to become attached to people and form close relationships, which will be unethical in a counseling setting. Because of my personal nature a main ethical concern of mine is boundaries in relation to self-disclosure. While a certain amount of self-disclosure can establish trust in a therapeutic relationship, â€Å"both disclosure and nondisclosure may foster or impair the therapeutic alliance† (Gutheil, G. T., 2010)†. A key factor when encountering any ethical dilemmas will be maintaining my professionalism and handling the issue in the most responsible, effective manner. Spiritual Integration One of the most widely used scriptural references used worldwide is found in John 3:16 (English Standard Version), â€Å" For God so loved the world, that he gave his only son, that whoever believes in him should not perish but have eternal life†. This scripture declares God’s response to our sin, his covenant. The bible speaks of God’s covenant with his people in numerous places, explaining how our relationship with God is made by provision and exists by his terms alone. As humans through our covenant with God we enjoy a relationship with Him, which includes material provision in this life as well as the life to come. As counselors we enter into a covenant agreement with our clients, and the human services profession. According to Ponton (2009), when he speaks of the ACA Code of Ethics, 2005 he states that it â€Å"provides clear parameters of behaviors to meet the challenging needs of the people counselors are called to serve†. He includes that it acts as both a statement of counselor identity and an ethical covenant with society. In our covenant with God we are called to serve Him. One way this is done is by serving others through the human services professions, using the gifts in which God has given us to help others. Throughout the old and new testaments we read stories of ethical and moral concerns, such as in 1 Corinthians 6:9-11 (English Standard Version) where it reads â€Å" Or do you not know that the unrighteous will not inherit the kingdom of God? Do not be deceived: neither the sexually immoral, nor idolaters, nor adulterers, nor men who practice homosexuality, nor thieves, nor the greedy, nor drunkards, nor revilers, nor swindlers will inherit the kingdom of God. And such were some of you. But you were washed, you were sanctified, you were justified in the name of the Lord Jesus Christ and by the Spirit of our God†. In our covenant with God there is no bargaining, no bartering, or contract negotiations regarding the terms of His covenant. It makes an extreme difference how we think of our covenant with God, especially with regard to the motives of the heart. Our covenant with God is a unique relationship of intimate fellowship in mutual love. We have an ethical and moral responsibility to our God and ourselves in keeping the covenant. If human services viewed their professional covenant outside of the realm of cold, business like, rules and guidelines then it would make a world of difference in how clients are treated. Conclusion Having been on both sides of the counseling spectrum as a client and group leader, I am a firm believer in the therapeutic process and the power of groups. If a counselor is of sound mind and body, and has a full understanding of his or her ethical obligation then they will be fully aware of how to handle the ethical dilemmas that they may encounter. The American Counseling Association (2005), and other mental health associations provide distinctive outlines of things that should be considered when entering the field of counseling. The aforementioned sections of this paper are only a mere sample of what is indicated in ethical concentrations. References American Counseling Association. (2005). ACA Code of Ethics. Alexandria, VA Retrieved from http://www.counseling.org/Resources/CodeOfEthics/TP/Home/CT2.aspx Brabender, V. (2006). The ethical group psychotherapist. International Journal of Group Psychotherapy, 56(4), 395-414. doi:10.1521/ijgp.2006.56.4.395 Brabender, V. M., & Fallon, A. (2009). Ethical hot spots of combined individual and group therapy: Applying four ethical systems. International Journal of Group Psychotherapy, 59(1), 127-147. doi:10.1521/ijgp.2009.59.1.127 Brà ¤sler, L. (2009). The ethical container: Different dimensions informing ethical action. Psychoanalytic Psychotherapy in South Africa, 17(2), 53. Collins English Dictionary – Complete & Unabridged 10th Edition. Retrieved from http://dictionary.reference.com/browse/ethics Corey, G., Williams, G. T., & Moline, M. E. (1995). Ethical and legal issues in group counseling. Ethics & Behavior, 5(2), 161-183. doi: 10.1207/s15327019eb0502_4 Ellman, M., & Pezanis-Christou, P. (2010). Organizational structure, communication, and group ethics. (author abstract). American Economic Review, 100(5), 2478. doi:10.1257/aer.100.5.2478 Fieser, J., (2009). Ethics. Internet Encyclopedia of Philosophy. Retrieved from http://www.iep.utm.edu/ethics/ Gravitz, M. A. (2008). Ethics in psychotherapy and counseling: A practical guide, 3rd ed. American Journal of Clinical H ypnosis, 51(1), 79. Gutheil, G. T. (2010). Ethical aspects of self-disclosure in psychotherapy. Psychiatric Times, 27(5), 39. MacNair-Semands, R. R. (2007). Attending to the spirit of social justice as an ethical approach in group therapy. International Journal of Group Psychotherapy, 57(1), 61-66. doi:10.1521/ijgp.2007.57.1.61 Ponton, R. F., & Duba, J. D. (2009). The â€Å"ACA code of ethics†: Articulating counseling’s professional covenant. Journal of Counseling & Development, 87(1), 117-121. Urofsky, R. I., Engels, D. W., & Engebretson, K. (2008). Kitchener’s principle ethics: Implications for counseling practice and research. Counseling and Values, 53(1), 67.

Free Morphemes in English, Definition and Example

A free morpheme is a  morpheme (or word element) that can stand alone as a word. It is also called an  unbound morpheme or a free-standing morpheme.  A free morpheme is the opposite of a bound morpheme, a word element that cannot stand alone as a  word. Many words in English consist of a single free morpheme. For example, each word in the following sentence is a distinct morpheme: I need to go now, but you can stay. Put another way, none of the nine words in that sentence can be divided into smaller parts that are also meaningful. There are two basic kinds of free morphemes: content words and function words. Examples and Observations A simple word consists of a single morpheme, and so is a free morpheme, a morpheme with the potential for independent occurrence.  In The farmer kills the duckling the  free morphemes are the, farm, kill and duck. It is important to notice here that (in this sentence) not all of these free morphemes are words in the sense of minimal free forms--farm and duck are cases in point. (William McGregor,  Linguistics: An Introduction. Continuum, 2009) Free Morphemes and Bound Morphemes A word like house or dog is called a free morpheme because it can occur in isolation and cannot be divided into smaller meaning units...The word quickest...is composed of two morphemes, one bound and one free. The word quick is the free morpheme and carries the basic meaning of the word. The est makes the word a superlative and is a bound morpheme because it cannot stand alone and be meaningful. (Donald G. Ellis, From Language to Communication. Lawrence Erlbaum, 1999) Two Basic Types of Free Morphemes Morphemes can be divided into two general classes. Free morphemes are those which can stand alone as words of a language, whereas bound morphemes must be attached to other morphemes. Most roots in English are free morphemes (for example, dog, syntax, and to), although there are a few cases of roots (like -gruntle as in disgruntle) that must be combined with another bound morpheme in order to surface as an acceptable lexical item... Free morphemes can be further subdivided into content words and function words. Content words, as their name suggests, carry most of the content of a sentence. Function words generally perform some kind of grammatical role, carrying little meaning of their own. One circumstance in which the distinction between function words and content words is useful is when one is inclined to keep wordiness to a minimum; for example, when drafting a telegram, where every word costs money. In such a circumstance, one tends to leave out most of the function words (like to, that, and, there, some, and but), concentrating instead on content words to convey the gist of the message. (Steven Weisler and Slavoljub P. Milekic, Theory of Language. MIT Press, 1999)