Literature Review Definition Of Marketing Marketing Essay

Literature Review Definition Of Marketing Marketing Essay Marketing is managing profitable customer relationships, the twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction (Armstrong Kotler, 2007 p. 5). People often think marketing as selling and advertising, which is just a small part of marketing. The marketer does a good job when he understands superior customer value, prices, distributes and promotes them effectively; the products will sell very easily then. This tells that selling and advertising are just a part of marketing as a marketing mix; a set of marketing tools that work together to satisfy customer needs and build customer relationships. (Armstrong Kotler, 2007 p. 5). Figure: A simple model of the marketing process Source: Armstrong G and Kotler P, (2007, p. 6). Marketing: an introduction. 8th ed. Upper Saddle River: Pearson Education. Marketing mix According to Mohammed Rafiq and Pervaiz K. Ahmed (1995), the term marketing mix was first used by Borden and that it was suggested to him by Cullitons (1948) description of a business executive as mixer ingredients. Borden did not define the marketing mix; it simply consisted of important elements of ingredients that make up a marketing programme (Borden, 1965, p. 389). McCarthy (1964, p. 35) refined this further and defined the marketing mix as a combination of all of the factors at a marketing managers command to satisfy the target market. Later McCarthy and Perreault (1987) together defined the marketing mix as the controllable variables that an organisation can co-ordinate to satisfy its target market, which is widely accepted as the set of controllable marketing variables that the firm blends to produce the response it wants in the target market (Kotler and Armstrong, 1989, p. 45). According to Jonathan Ivy (2008), marketing mix is a set of controllable marketing tools that an i nstitution uses to produce the response it wants from its various target markets. Ronald E. Goldsmith (1999) stated that 4Ps was first formulated by McCarthy (1975) as a pedagogical tool to describe the chief tasks of marketing managers. Marketing managers must develop a systematic plan to sell to the customers after selecting a target market to create long-term relationships (Doyle, 1995). The marketing mix plan consists of 4Ps which consists of decisions about product, place, promotion and price (Goldsmith, 1999). According to Bennet (1997), the concept of marketing outlines a course for the organisation using controllable variables in an environment where many factors are uncontrollable, defined as the external market. Kotler (1967) (cited by Bennet, 1997) broadened this classification into four namely, customer, environmental, competitive and marketing decision variables. Focussing on manufacturing industries, Borden (1964) identifies the four external forces on the organisation as consumer buying behaviour, trade behaviour, competitors position and behaviour and government regulations. Robins (1991) formulated four Cs which is an alternate mnemonic to the marketing mix formulated by McCarthy (1964). Four Cs are defined as Customers who buys goods and services in the market place, Competitors who provide the choice of alternative sources of supply, Capabilities and Company both of them refers to the organisation which has ability to satisfy customer needs. Gronroos (1984) proposes a concept of interactive marketing which was backed by Kotler (1991). This concept emphasizes the relationship between the employee and the customer and identifies it as the key factor in successful market making. Kotler (1991) argues that the employee-customer relationship is an important factor in the success of the market-making process. Booms and Bitner (1981) added three additional factors to the marketing mix elements proposed by McCarthy (1964) namely people, processes and physical evidence. This concept highlights that the model proposed by McCarthy (1964) might lead to too narrow focus on the internal variables, and does not include some of the process variables which is a part of marketing planning system (Bennet, 1997, p. 151). Lings (1999) argues for services industry 4Ps are in adequate and 7Ps marketing mix illustrates the importance of internal factors, as retail sector is not a service based industry traditional 4Ps marketing mix is used to represent the external factors (cite d by Khanh Kandampully, 2004). 4Ps makes the marketing easier handle for the managers in non service based industry; the components of traditional marketing mix can change a firms competitive position (Gronroos, 1994). Even with the deficiencies, the 4Ps remain a staple of the marketing mix (Kent and Brown, 2006). According to the American Marketing Association (1985), marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individual and organisational objectives. Kent (1986) states that the four Ps of the marketing mix as the holy quadruple of the marketing faith written in tablets of stone. According to Armstrong and Kotler (2007) marketing mix tools are classified into four broad groups, called the four Ps of marketing: product, price, place and promotion. In order to deliver on its value proposition, the firm must first create a need-satisfying market offering (product). It must decide how much it will charge for the offer (price) and how it will make the offer available to the target customers (place). It must communicate with target customers about the offers and persuade them of its merits (promotion) (Armstrong and Kotler, 2007 p.53) Baker Hart (2008, p 463) the logic of 4Ps is straight forward; a supplier needs products, needs to price them, to promote them and distribute them to the place where the customer can buy them. According to Dogra Ghuman (2008) some of the variables associated with 4Ps are: Price: price level, credit terms, price changes and discounts. Product: features, packaging, quality and range. Promotion: advertising, publicity, sales promotion and personal selling. Place: inventory, distribution channels and number of intermediaries. Figure: The four Ps of the marketing mix Source: Armstrong G and Kotler P, (2007, p. 6). Marketing: an introduction. 8th ed. Upper Saddle River: Pearson Education. Product According to Armstrong and Kotler (2007), product can be defined as the goods and services is a combination the company offers to the target market. Belohlavek (2008) argues that a product or service is the element which satisfies the clients needs. The product or service generates two types of relationships with the prospect: a functional and a linking one. The usefulness of the product bears a relationship with its benefits measured both objectively and subjectively. The products use value is fundamental to the purchasing decision process in its closing stage (Belohlavek, 2008 p.15). For a competitive approach the company has to offer products that are unique and meet customer needs, wants and values. Maintaining the product uniqueness is difficult for a company since the product can be matched by competitors. The company must often compete on price, distribution, or promotion; in order to compete unless the product is of sound quality (Rea Kerzner, 1997 p. 57). Product variety Pine (1993), product variety is defined as the number of different products offered to the customers (cited by Felipe Scavarda, Reichhart, Hamacher, Holweg, 2010). According to Bils Klenow (2001) and Er MacCarthy (2006) product variety is a new development and a trend in many industry sectors worldwide (cited by Felipe Scavarda, Schaffer, Jose Scavarda, Reis Schleich, 2009). Product variety is an effective strategy to increase the market share as it enables the company to serve different kinds of customer segments and to satisfy the customer variety seeking behaviour (Tang, 2006). This involves different product features, packaging, or channels of distribution (Felipe Scavarda, Schaffer, Jose Scavarda, Reis Schleich, 2009). Product variety strategy as a marketing strategy will result in sales growth, profits and meeting more specialised demands (Berry Cooper, 1999). Kim Chhajed (2000) argues that different kinds of product manufacturing results in a decrease in logistics perfor mance or manufacturing performance. Lee Billington (1994) also argues that product variety can result in higher forecast errors and lead to excessive inventory for some products and shortages for other products. If the product variety is to the optimal or to the appropriate level of variety, then product variety will result as economical efficient and will create positive marketing efforts (Lancaster, 1990). According to Pine (1993) and da Silveira (1998), product variety enables the ability to customise products to customer needs and has been identified in achieving competitive advantage over other retailers (cited by Felipe Scavarda, Reichhart, Hamacher, Holweg, 2010). As product variety gives a broader product line and can lead to increased profitability (Kekre and Srinivasan, 1990). Product variety gives rise to the need to consider different products of the individual product variants, as different end items that are fundamentally different do not feature the same variety level for the individual (MacDuffie et al., 1996 Koste and Malhotra, 1999). Price Belohlavek (2008) states that price is a conditioning element for buying a product; price only conditions a product but does not determine it, in accordance to the buyers income makes a monetary value of a given service or goods, which makes them reachable to the goods. Price is a factor which acts as a barrier which when reached in operational terms, thats when the last stage of purchasing action is reached. Price is an element which determines a priority relationship with the value and opportunity creating access to the customer. Kasper et al. (2000, p. 627), pricing is an important management tool to achieve the objectives of the organization. Similarly, Pellinen (2003, p.218) has suggested that pricing is one of the most central management tasks for a service company. It is also the only element of the marketing mix that generates revenues for a firm, while all the others (e.g. new product introductions, promotions) are associated with costs (Zeithaml et al., 2006) (cited by Indounas Avlonitis, 2009). Rea Kerzner (1997) argues that the easiest way to reach and compete with the competitor is to match the price with the competitor. Price is one of the most important criteria that customers use when choosing between competing brands (Huber et al., 2001; Ta and Har, 2000) (cited by Indounas Avlonitis, 2009). Price is the sum of money customers has to pay to acquire the product; often customers buy the product negotiating the price for more accessibility, companies offer discounts to customers adjusting price to sustain the competitive situation (Armstrong Kotler, 2007 p. 52). Price Discount According to Palazon Delgado (2009), Customers are price sensitive and they often look for price related information. Manning et al., (2003), they are vigilant about any information about price and other pricing information (Kukar-Kinney et al., 2007) they spend a lot of time thinking about prices of products, always evaluating savings offered and the convenience by the price discount. Customers with lower levels of price consciousness and value, they are most likely to be influenced by the magnitude of the discount (Alford Biswas, 2002) than the pecuniary value of the discount really offered. (Babin et al., 2007) customers are engaged in searching for more devoted to the task of shopping to the extent that a better price exists in another store. Hardesty Bearden (2003) and Grewal et al., (1996) claims that when the promotional benefit is low, customers are not going to process information extensively about the promotion (price discount) as it has low pecuniary value. Similarly wh en the promotional benefit is high, customers are not sure about the product or the deal they are unlikely to process information extensively as there is less uncertainty about the product. Customers are predicted to analyse the deal moderately whether the benefit are high (Palazon Delgado, 2009). Hardesty Bearden (2003) and Grewal et al., (1996) states that if the promotional benefit is low or high the levels of information processing is low, but for moderate benefit levels information process is high. Chandrashekaran (2004) and Raghubir (2004) argue that high promotional benefits are always evaluated positively. According to Madan Suri (2001) there are different types of price promotions and short term price discounts have been used by the retailers to create short term demand for their products (Monroe, 1990 p 369). Retailers can sell the products very fast without much expensive when they are offering immediate savings to the customers. Short term price discounts are easier to execute and provide immediate price savings to the customers (Madan Suri, 2001). Discounts actually increase the value to the customers and this happens at the intermediate levels of discounts and when the discounts are either very high or very low it decreases the value (Madan Suri, 2001). Promotion The most common promotion is a sale (Levy Weitz, 2007 p 433). Promotion is one of the key Ps in the marketing mix (Dibb et al., 1994). The promotion strategy is used in increasing sales by creating differences in resources which results in a firm being able to outspend a competitor in advertisement, purchase displays, trade shows and other promotional methods (Rea Kerzner, 1997 p. 58). * According to Jennifer Rowley (1998), the objectives of any promotional strategy will be drawn from an appropriate mixture of the following roles of promotion; to: increase sales; maintain or improve market share; create or improve brand recognition; create a favourable climate for future sales; inform and educate the market; create a competitive advantage, relative to competitors products or market position; improve promotional efficiency * According to Jennifer Rowley (1998), an appropriate promotional mix must be created in order to meet the promotional objectives of any given promotion strategy. The promotional mix is the combination of different promotional channels that is used to communicate a promotional message. This will involve an appropriate selection from the range of tools that are available for use as part of the promotional mix. The tools in the promotional mix include: Advertising. Any paid form of non-personal presentation and promotion of ideas, goods or services by any identified sponsor. The pages of professional newsletters and magazines are common avenues for advertising information products. Direct marketing. The use of mail, telephone or other non-personal contact tools to communicate with or solicit a response from specific customers and prospects. Mail shots and leaflets inserted in professional magazines are used to promote information products. Sales promotion. Short-term incentives to encourage trial or purchase of a product or service, such as discounts for access to a database over a limited time period. Public relations and publicity. Programmes designed to promote and/or protect a companys image, or those of its products, including product literature, exhibitions and articles about organisations products in professional or in-house newsletters. Personal selling. Face-to-face interactions with one or more prospective purchasers, for the purpose of making sales. This is common within the business-to-business marketing transactions in the information industry, where sales representatives, often also with a support function, are common. Sponsorship. Financial or external support of an event or person by an unrelated organisation or donor, such as is common in respect of the arts, sports and charities. Large organisations, such as major publishing groups like Reed Elsevier, or software houses, such as Microsoft, may engage in sponsorship, but public sector organisations, in education and libraries, are more likely to be the recipient of sponsorship. Place According to Kai Li Hung Hung (2007), place is a marketing mix which describes whether the location is accessible and transport is convenient, place comes out as a heterogeneous phenomenon which is created by the company at each place combining resources; accessibility increases value to the customer. Kotler, et al., (2005) claims that place involves all activities of the company to make all products available to the customers. According to Mason Staude (2009), Place is the least changing marketing tactic. Distribution and availability are used in stabilising dimensions, communicating and creating a control as a link between supplier and customer, and reducing the probability to change suppliers, which actually stabilises the market. Backward and forward integration also reduce the uncertainty of retailer stocking the products, lowering the risks and stabilising the environment (Nilson, 1995). According to Boyle Proctor (2009), in the context of product sales, placement is actually distribution (Biech, 2003). In social marketing, distribution can be defined as dissemination channels (NWPHO, 2006). Clearly for dispersing channels to be effective they must be accessible to the target market (Boyle Proctor, 2009). Store location and layout The location and atmosphere of a store communicates information about the service and pricing to the customer. The physical characteristics play an important role in a customers mind (Levy Weitz, 2007 p 434). Store layout influences customer buying behaviour, stores can attract customers with their design and layout motivating them to make impulsive sales or give them a pleasant shopping experience (Levy Weitz, 2007 p 491). According to Davies Rogers (1984), guy (1980), Jones Simmons (1987) and Birkin et al., (2002) site selection and sales forecasting of retail stores are a important factor in retail management and retail geography (cited by Wood Browne, 2007). Store location is used in sales forecasting for retail stores and for determining the optimal location and sales of the store (Clarkson et al., 1996; Smith Sanchez, 2003). Superstores are one of the main formats through which food is sold increasing the money flow (IGD, 2005). The size of the stores is important and it is very expansive to open up a big store therefore accuracy in location planning is essential (Wrigley, 1996). Retail stores are dependent on the daily purchases made and regular weekly purchases this involves repeated car journeys from the customers homes, which requires space for parking near the store for easy access (Wood Browne, 2007). The location of a store affects the customer with sociological and geographical factor s (Wrigley, 1998; Meyer Johnson, 1996; Rust Donthu, 1995) (cited by Beyon, Griffiths, Marshall, Expert Systems (2002). Pricing strategy According to (Blythe, 2008 p 151), pricing a product is one of the most important issues for marketers; it is significant not only to the profit that is to be made but also to the quantity of products which are to be sold. Pricing also touches on all the elements of the marketing mix, pricing is the indication to the consumer of what a company expects in exchange; for the products being offered. Profitability of the company depends on the pricing strategy (Doyle Stern, 2006 p 225). Price may become a proxy measure for product quality when buyers have difficulty in evaluating complex products (Cravens Piercy, 2006 p 316). Consumers are often confused in choosing a product; price helps them choose a product. A strategic viewpoint on pricing decisions may create new market space and opportunities for the company (Cravens Piercy, 2006 p 317). Figure: Steps in selecting a pricing strategy Source: (Cravens Piercy, 2006 p 321). A pricing strategy must be consistent with the retailers overall image (positioning), sales, profit, and return on investment goals (Berman Evans, 2007 p 498). Various roles of Pricing (Cravens Piercy, 2006 p 320) Pricing has few important roles in the marketing program of a company. Some of the roles are: Signal to the buyer Price is the easiest way to directly communicate with the customer. When comparing with other brands price is a visible difference to the customer. Price is also used in positioning the brand to show its quality or instead give direct competition with other brands (Cravens Piercy, 2006 p 320). Instrument of competition As the competitions between companies are high, Price is an element which can quickly attack competitiors. Price can also be used by a company to stay away from the competition if used strategically; pricing strategy is always related to competition with other brands or companies (Cravens Piercy, 2006 p 320). Improving financial performance Using a pricing strategy wisely, companies can generate revenues by forecasting about a product or brand to increase the financial statement in the short term or in the long term in order to survive the global competition (Cravens Piercy, 2006 p 320). pricing strategy has the biggest impact on the profit and loss statement of the company in the short run, Pricing is even more crucial in the long run; the primary purpose of business strategy is to offer consumers enhanced value so that price can be raised considerably above costs (Doyle Stern, 2006 p 225). Marketing program consideration Companies pay a price for marketing, in order to maintain or penetrate in to the market. Price strategy is also used for promoting products (Cravens Piercy, 2006 p 320). Consumer behaviour Blackwell, et al., (2006) defined consumer behaviour as the activities people undertake when obtaining, consuming and disposing of products and services. The activities are divided into three, they are: obtaining, consuming and disposing (Blackwell, et al., 2006 p. 4). Obtaining According to Blackwell, et al., (2006 p. 4) it is the process of purchasing or getting a product. This process includes comparing with other similar products, alternative brands and searching for more information of the product before obtaining it. Analysts often study these purchases in order to improve the understanding of the market; consumer buying behaviour is studied whether they are buying for themselves or as gifts, payment methods, and product transportation or delivery, how they get information about other alternative brands and how the brands influence the consumers product choices. Consuming According to Blackwell, et al., (2006 p. 4), it is the process or activity of using a product by the customer to his/her needs. Based on the consumption of the products researchers can study the consumer decisions whether the product is bought to be consumed in the office or at home, or for entertainment purpose or for its functional purpose, do they consume the product or do they dispose it without using it even once. Based on the consumption these buying behaviours are studied in order to understand the needs of the customers. Disposing According to Blackwell, et al., (2006 p.4), it is the process of getting rid of the product after its use or its packaging. And how do they dispose the product remains or the packaging, whether the packaging is biodegradable. Analysts think in the ecological point of view for this process. Consumer buying behaviour According to McCall, et al., (2009), purchasing decisions happen on daily basis and the most important factor influencing these decisions is the price of the product. For buying any product, price is often the most silent feature (Nagle and Holden, 2002). This can be used as an advantage to increase the overall sales by offering discounts (promotions) to the price sensitive customers (Soman, 1998). According to Saha, et al., (2010), Consumer behaviour is the study of how individuals spend their available resources on consumption-related items. It includes the study of what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it (Schiffman and Kanuk, 1996). The main objective of marketing in the consumer buying behaviour context is to satisfy the needs and wants of the target customer. As a subject consumer behaviour also deals with the factors that affect the buying behaviour of a consumer. The study of consumer behaviour gives a clear idea that how consumer select, buy, use and dispose the product, service, experiences to please the needs and requirements (Kotler, 2003). Stimulus response model is the starting point of understanding consumer buying behaviour. The buyers characteristic and decision process leads to the purchase decision; a consumers buying behaviour is influenced by 4ps, cultural, social and personal factors (Kotler, 2003). The role of marketing mix is also important in making the buying decision by any consumer. The marketing mix consists of everything the firm can do to influence the demand for the product. The many possibilities can be collected into four groups of variables known as the Four Ps that is product, price, place and promotion (Saha, et al., 2010). According to Mowat and Collins (2000), for successful development in business, the company needs to understand and meet the consumer needs and expectations (Douglas, 1993; Knox and Theisen, 1981). Store layout plays (place) an important effect in consumer behaviour besides price and consumer expectation (Kotler, 1973; Eroglu and Machleit, 1990; Bitner, 1992; Baker et al., 1993; Baker et al., 1994; Grewal and Baker, 1994; Simonson, 1999; Baker, et al., 2002) (cited by Vrechopoulos Atherinos, 2009). According to Solomon, et al., (2006), consumer purchase is a response to a problem and a customer goes through a series of steps in order to make a purchase. These steps can be described as (1) problem recognition (2) information search (3) evaluation of alternatives and (4) product choice. After the decision is made, the quality of that decision affects the finals steps in the process, when the learning occurs based on how well the choice worked out. The learning process influences the likelihood that the same choice will be made next time the need for a similar decision occurs (Solomon et al, 2007 p.258). Brin (2004, p 85) argues that it is important to understand the characteristics of the consumers and their buying decision process in order to target them with the most appropriate and effective marketing methods, the management needs to understand and study this decision process on what particular product or service the consumers choose from; the brand they select, from which outlet they buy, what kind of product and the amount spent. It is useful to understand what influences the consumer (Brin, 2004 p 85). Some of the influences in buying roles in the consumer buying process are (Brin, 2004 p 85): The initiator: the very first person who thinks about buying a product The influencer: the person who influences other consumers in taking the final step of the buying decision The decider: the person who takes the final decision The buyer: the person who actually buys a product The user: the customer. There are different types of consumer buying behaviour, and the type of consumer buying behaviour changes according to the type of buying decisions. The main influence is the brands available to the consumer and the personal attachment towards the decision which influences the consumer to become a loyalty customer (Phillips, et al., 1994; p 85). Involvement can be a major factor in decision making; consumers often tend to develop a form of emotional attachments to products and most people would be familiar with the feeling of having fallen in love with a product, even when the product is totally unreasonable though the purchase may not have an important practical outcome for the consumer; the consumers future behaviour does not always materialise (Blythe, 2005 p 53, 54). Low involvement, low price, low risk High involvement, High price, high risk Few differences between brands Brand loyal Repeat purchasing Influenced by price And sales promotional offers Buying process is relatively quick because of the limited differences Significant differences between brands Brand switching but limited information gathering Information gathering and processing is important. Purchase decision is important Figure: Four types of buying behaviour Source: Phillips, et al., (1994; p 85) (Adapted from Assael, 1985 Kotler, 1988). According to Kapoor Kulshrestha (2009), Products convey different meanings to different people and this differing forms an attachment towards the products. According to Zaichkowsky (1985), attachment means the interest, the enthusiasm, the emotional level expressed by the consumer regarding a product (cited by Steichen Terrien, 2009). The meaning of the product depends on the nature of the consumers rather than the nature of the products (Martin, 1998; Rochberg-Halton, 1981). The consumer plays a role in his or her choices (Steichen Terrien, 2009); the decisions are principally based on personal perception followed by the cues sent by the environment with personal interpretation (Fishbein and Ajzen, 1975; Fazio, 1985). These choices have different attributes, and some of them are very salient; the choice of salient attributes also depends on the personal characteristics of the consumer (Steichen Terrien, 2009). Based on Uncles and Ellis (1989) the interplay of costs and benefits affects the retailers in making huge gross margins, many retailers are establishing their own labels as a part of retailing today. This allows the retailer selling products under their own name to differentiate their products and stock, from other retailers. Also, allowing them to have a full control over product price, quality and stocks (cited by Rothe Lamont, 1973; McGoldrick, 1984; Simmons Meredith, 1984). This will actually generate higher gross margins. For competitive edge over other stores and brands, retailers hope to build a relationship with the customer by lowering price and offering consumers better value for money without narrowing the product range (Simmons Meredith, 1984). Customer relationship strategy Relationships can obtain competitive advantage (Kanter, 1994; Kay, 1995; Huxham, 1996; Stone and Mason, 1997) (cited by Donaldson O Toole, 2002). Customer relationship strategy is based on mutual trust with the customers creating long term relationships; many researches conclude that customer relationship strategy has increased the profit margin for many firms (based on Lawrence, 2002). Long-time customers are less costly to serve and smooth running of relationships are inexpensive and less resource intensive (Lawrence, 2002). Long term relationships benefit both the buyers and suppliers (Szmigin, 1998). For the strategy to be effective, the component elements should be inter-related. When there is a strong synergy between the component elements the strategy will be eff

Phineas Gage

Phineas Gage Paper The brain plays a significant role in cognitive functioning. The human brain is made up of various structures, and each of these structures is responsible for specific cognitive functions. Scientists and psychologists have conducted many studies and experiments in an effort to pinpoint which brain structures are responsible for certain cognitive functions. In the past, technology was quite limited which left few options for studying the human brain. The only way to study the brain at this point in time was to perform studies on subjects that were already deceased. While this did help shed some light on cognitive functioning there were still many unanswered questions and misunderstandings about the brain and its functions. One particular case that has been linked to the brains role in cognition is that of Phineas Gage. Gage suffered a traumatic brain injury which altered his original cognitive functioning abilities. The case of Phineas Gage has left a lasting mark on the world of cognitive psychology and has been used as a prime example of how the brain affects cognitive functioning. Cognitive Functioning The cerebral cortex is divided into four lobes as well as into left and right hemispheres. Martinez (2010, pp. 237) states that, â€Å"The cerebral cortex is the anatomical origin of the mind’s higher-order functions—reasoning, intelligence, creativity, and problem-solving—as well as the coordination of sensory input and motor control that helps us relate skillfully to our environments. † By segregating each structure of the cerebral cortex a greater understanding is achieved as to which section is responsible for certain cognitive functions. One important discovery was that the left and right hemisphere of the brain actually process information differently. Phineas Gage’s Life Changing Accident Phineas Gage’s life changing accident took place in the year of 1848. Gage worked on a railroad construction crew. When the accident occurred, Gage was using a tamping iron to fill holes in the ground with gunpowder. Doing so would allow space for the new railroad to be laid. Unfortunately for Phineas Gage, an unexpected explosion occurred which sent the tamping iron straight through his skull. The tamping iron entered through Gage’s left heek bone and exited through the top of his skull. Amazingly enough, Gage was conscious and able to walk just a few minutes after the accident took place. Due to the massive wounds, Phineas Gage was not expected to survive when he arrived to a local physician named John Martin Harlow. Harlow had to remove small bone fragments from the wound and then closed the primary wound o n the top of Gage’s head using adhesive straps and a wet compress. This allowed the wound to drain. Gage was never surgically treated for his wounds. Gage suffered three major injuries as a result of his accident. Despite the extremely traumatic injuries that Gage sustained from his accident, he was able to recover and by 1849 Gage was leading a seemingly normal life. However, shortly after Gage’s recovery those closest to him began noticing dramatic changes in his overall demeanor. His wife and family members noted a significant change in his personality. Harlow also noticed changes within Gage’s personality. Harlow was allowed to examine Gage’s body a few years after his death. By examining Gage’s brain and skull Harlow was able to determine what structures of the brain were harmed by the accident. This allowed Harlow to make connections between Gage’s change in behavior prior to and after the accident. He was able to â€Å"estimate from the skull that damage had occurred mainly to the left anterior part of the frontal lobes, including the orbitofrontal cortex† (Wickens, 2005, p. 160). This type of damage seemed to lead to inappropriate behaviors and a loss of social inhibitions, which were not apparent prior to the accident (Deakin University, 2010). Harlow’s observations allowed him to write several publications which became very significant within the field of psychology. His publications were aimed towards uncovering that damage to certain areas of the brain can result in dysfunctions within the cognitive system. Gage sustained the most damage to the orbitofrontal cortex. This part of the brain is believed to play a role in emotional behavior and decision making processes, which is likely why Gage experienced such a significant change in behavior after the accident. Gage’s accident is significant because it enabled psychologists and scientists â€Å"to associate that the frontal lobes are essential to cognitive and emotional self-regulation† (Martinez, 2010, p. 46). Conclusion Cognitive functioning is attributed primarily to the inner workings of the human brain. The major structures that make up the brain each play an exclusive role in certain cognitive functions. The discoveries made by studying Gage’s brain injuries and the effect that they had on his behavior and personality has made a lasting impression on the field of psych ology. Gage’s accident led to many new theories and studies to uncover how brain injuries and illnesses could affect cognitive functioning. Without a proper understanding of the brain and its crucial role in behavior and mental processes it would be impossible to comprehend the various cognitive functions that exist. References Deakin University. (2010). Phineas Gage’s Story. Psychology: Phineas Gage Information. Retrieved June 18, 2011 from http://www. deakin. edu. au/hmnbs/psychology/gagepage/Pgstory. php Martinez, M. , E. (2010). Learning and cognition: The design of the mind. Upper Saddle River, NJ: Pearson Education Inc. Wickens, A. , P. (2005). Foundation of biopsychology. (2nd ed. ). New York, NY: Pearson & Prentice Hall Inc.

Want to Know More About Personal Narrative Essay Samples Pdf?

Want to Know More About Personal Narrative Essay Samples Pdf? Facts, Fiction and Personal Narrative Essay Samples Pdf Narrative can be organized in numerous thematic or formal. If you are concerned about the plagiarism issue, we provide you detailed plagiarism report so that you're able to see it on your own. Writing process of this kind of a paper is also an extraordinary experience. Templates like Descriptive Essay about Office can be beneficial for someone who's planning to pay a visit to an office. The readers would like to know the reason for the behavior of the characters. When you have grabbed the interest of your readers, now you can begin your story. Body The prey wasn't any farm animal this moment, it turned out to be a youthful child playing by the barn. The reader announces he or she has this fear'' and you need to keep reading to find out what that fear is. A very good engaging story is dependent on words. It may be used in such cases when somebody has impacted your life. You've got to mention every individual involved whether it is the principal character or a side character. Personal Narrative Essay Samples Pdf - What Is It? The notion of a compelling first-person narration isn't the just one. An outline is a significant part and it can help to organize and structure the key ideas. In case it's a personal narrative, it has to have details associated with personal experiences and their outcome. Besides learning these fundamentals, skimming through examples is also an extraordinary means of learning and utilizing the instructions correctly. Your essay is dependent on your private narrative, thus, don't neglect to add your voice and sensory details in it. Generally, personal essays are connected with scholarship applicati ons, examination questions, and several other that would ask you to present your response to a particular guide question or debatable matter. Every precise detail matters if you wish to assemble an excellent narrative essay. A personal narrative essay is just one of the greatest tools to stop social issues which are frequently disregarded. College life includes writing essays and application letters whether you're in the industry of company or literature. Students, utilize the work chart below to lead you in your own personal narrative writing. It is among the most frequent essays given as an assignment to students of distinct levels. Writing events in a chronological manner is the most significant element to remember when writing a narrative essay. They can help you construct your own essay in an easy to comprehend manner and accomplish your goal of explaining the principal idea with deep analysis and detail. These guidelines can help you fully grasp the fundamentals and help you compose an excellent narrative essay in less time. Bear in mind that a high degree of detailing is a feature of all very good narrative essay examples. The relevance to the primary statement you make should be quite apparent. Should you need some wonderful topic tips for your essay, review these interesting narrative essay topics recommended by experts to aid you with your essay. Additionally, your essay ought to be written based on the universal rules of grammar and literature. Personal essays, however, supply you with more freedom in contrast to the other sorts of essays. Nothing beats a distinctive and personalized essay. It will help to remain focused and keep up a consistent flow throughout the essay. The subject of the essay is easily the most important element of a narrative essay. Reflective essays are personal parts of the writer that they've translated into words. Writing a superb narrative essay could be difficult but it isn't impossible. To aid you in finding an excellent and remarkable essay, we've added a sample below. To assist you understand better, we've attached a sample outline of a very good essay. Essays term papers dissertations and a whole lot more. Order now and receive a top quality narrative essay. Read the writing prompts which have been assigned to you and read them carefully, because this will enable you to think about the period of the essay your teacher or professor have assigned. Your life story can likewise be thought to be a fantastic topic in writing your private essay. The very first step in writing a narrative essay is to make an outline. After reading our guide to writing a narrative essay you ought to be in a position to write it all on your own. I had to find work as a way to obtain the music I desired. Your selection for the structure always is dependent on the story you're likely to tell. You're on the right path. When you want an example written by means of a student check out our vast assortment of completely free student models.

The role of Non Verbal Communication in the Facilitation...

The ability to communicate with one another is of paramount importance to the success of the human race (Hartley, 1999). Communication is a dynamic process with the interacting components of sending and receiving information. Nonverbal cues may provide clarity or contradiction for a message being sent (Dunn, 1998). This is not to say that nonverbal forms of communication merely provide a modem of clarity for verbal communication, they can, and do, stand alone (Krauss et al, 1995). Facial expressions, body movements, gaze and posture can all be used to provide further emphasis to language communication or can be employed silently and still convey important messages (Danziger, 1976). This paper will discuss the role nonverbal communication†¦show more content†¦For example, when a lecturer attempts to give an explanation to a room full of students, the only way they can ascertain the students’ level of understanding is to watch for nonverbal cues. A nod and a smile provi des enough information for the lecturer to know that they can continue, as the information has been understood. Whereas a room full of frowns will convey that more explanation is needed and the lecturer can act accordingly. This example shows the importance of nonverbal communication in everyday, social life as without it the lecturer would have to rely on verbal feedback, which would be confusing and time consuming when a large number of students are present. Hartley (1999) had differing views on the role of nonverbal communication. He argued that ‘representation’ was also a key function in that nonverbal communication allows a channel for individuals to pass on points of view and differing perceptions and is a vital medium of information. This idea is supported by Krauss et al (1995) who studied hand gestures to determine if they help increase understanding. The results of this study show that communication understanding accuracy was better than chance when hand gestures were present. ‘Presentation’ also appears in Hartley’s (1999) definitions, but he argued that this category should also include the facilitation of how individuals wish to be perceived. For example, it is possible to give a message toShow MoreRelatedDiscuss the Role Non Verbal Communication Plays in the Facilitation of Social Interaction and the Consequences of Its Absence on Social Relationships1510 Words   |  7 Pages1999). Communication is a dynamic process with the interacting components of sending and receiving information. Nonverbal cues may provide clarity or contradiction for a message being sent (Dunn, 1998). This is not to say that nonverbal forms of communication merely provide a modem of clarity for verbal communication, they can, and do, stand alone (Krauss et al, 1995). 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It is about compiling objective and subjective information related to patients, through skills of communication, observation and clinical knowledge and interpretation forRead MoreImportance Of Social Work And How You Developed It And What Led You Essay1960 Words   |  8 PagesKaren Healy goes to great lengths in chapter one to ensure readers are aware of why she is discussing the importance of social work and how you approach it. The author emphasizes the importance of knowing your skill set, how you developed it and what led you to be there in the first place. Healy explains throughout chapter one that our sense of purpose can be shaped from a variety of sources from taking in stuff from those around us, using critical reflections, seeing how others see us and how weRead MoreThe Nature of Communication10702 Words   |  43 PagesDifine and describe the nature of communication in detail? Answer: The nature of communication is the exchange of information between two people. 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