Ethics paper Case Study Example | Topics and Well Written Essays - 1000 words

Ethics paper - Case Study Example I would like to provide the reasoning for that decision and would also like to point out the ethical issues that have risen for the company. The company being one of the large automobile manufacturers of the world produces two different types of vehicles, one being the SUV’s and the other being the light trucks. Of late, the company has faced issues remaining profitable for its shareholders. There are about 1,000,000 of these types of vehicles on the road and all of them having a good reputation amongst its customers. The engineers in the company have found some balancing issue in the vehicles and due to that the company had to face five law suits lately. All those law suits had to be settled amounting to $500,000 in total. To fix the balancing issue in the vehicle, it would cost $180 per vehicle after all the vehicles would be recalled. The main ethical issue that is to be considered is the knowledge of the defect in the vehicles not been conveyed to the customers. Although the company has faced five different legal proceedings, it has dealt with them with any disclosure made to the public at large. This issue of not disclosing the information to the public may cause severe damages as all the customers using the vehicles face the risk of death in an accident. This may cause the drivers of the vehicles to face severe accident which may life threatening or may cause any other disability to the drivers of the vehicles. Recall the vehicles; this would cost the company around $18,000,000 but in such a drastic period where profits have been deteriorating, the shareholders would not agree to this. This $18,000,000 would be a major cost that the company would have to bear and because of this cost the other stakeholders that might get affected are the employees. The employees would have to be paid extra for the additional work to be done, this would further upset the shareholders as the profits would further diminish and have a negative

Australian Immigration Policies Essay Example | Topics and Well Written Essays - 2000 words

Australian Immigration Policies - Essay Example Within the party, his evident energetic commitment to public service and his active loyalty to Labour Party principles and political precepts contributed to both his growing popularity within Labour Party circles and ever-increasing public visibility. It was thus that in 1931 he became the President of the Victorian Labour Party and, in 1940, the MP for Melbourne in the Australian House of Representatives. During the war years, he served as Minister of Information in Curtin’s government and, from 1945 to 1949, the Minister of Immigration in Chifley’s government. As may be deduced from the foregoing biographical information, Calwell was a consummate politician, as evidenced in his elected to Victorian Labour Party presidency, his election to the House of Representatives and, importantly, in his appointment to ministerial positions in two consecutive governments. More importantly, he was a consummate politician of strong beliefs, largely evidenced in his staunch commitmen t to Roman Catholicism. The importance of the above-cited biographical information lies in its exposition of Calwell’s political temperament and the clues it provides to his visions of and for Australian society. As some scholars have pointed out, amongst whom one may mention Albinski, Ozdowski, and Jupp, Caldwell’s background immediately informed his political temperament and, thus, his immigration policies.... from the foregoing biographical information, Calwell was a consummate politician, as evidenced in his elected to Victorian Labour Party presidency, his election to the House of Representatives and, importantly, in his appointment to ministerial positions in two consecutive governments. More importantly, he was a consummate politician of strong beliefs, largely evidenced in his staunch commitment to Roman Catholicism. The importance of the above-cited biographical information lies in its exposition of Calwell's political temperament and the clues it provides to his visions of and for Australian society. As some scholars have pointed out, amongst whom one may mention Albinski,4 Ozdowski5 and Jupp,6 Caldwell's background immediately informed his political temperament and, thus, his immigration policies. As the descendant of immigrants to Australia, he was staunchly pro-immigration. As an Anglo-Saxon Catholic, however, whose loyalties were to Western Christian heritage and culture, he was unequivocally pro-White European immigration to Australia, and not immigration per se.7 In essence, he advocated European immigration to Australia, as opposed to Asian, for example, because he saw in European immigration the fortification and solidification of Australia's Western and Christian cultural heritage and Anglo-Saxon Caucasian ethnic majority. In other words, Calwell advocated a selective immigration policy which would constructively contribute to the populating of Australia, without undermining the nation's hegemonic culture or introducing challen ges to its Anglo-Saxon Christian ethnic majority. Informed and influenced by Calwell's background and political temperament, Australia's post-World War II immigration policies was a highly selective one.

ESOL and Training for Security Industry Authority Licence Essay

ESOL and Training for Security Industry Authority Licence - Essay Example This essay explores the topic of teaching and training that becomes more and more challenging for the educators or trainers of many migrants. The researcher analyzes the effects of the diversity among the community, that strengthens its economic and social status. On the other hand, it entails social responsibilities that involve the need to educate then effectively especially its immigrants. Continuous expansion of the European Union has brought about the increase in migrant workers struggling to fit into the new community that demands the need to learn the English language to meet the needs and the demands of the society. In addition, the researcher mentiones that learning the English language moreover helps migrants understand more the ideas that they need to know in accordance to the society’s requirement as member of the new group of civilization. Their limited English proficiency therefore implies a need for further development or innovations of the teaching and training strategies. Their difficulty in the English language limits their capability in understanding the ideas and ideals that the community would want to emphasize. The researcher then states that the increasing number of English as Second Other Language learners choosing the Security Level 2 training in the Security Industry Authority that involves Licensing affects the teaching modes such that a more interactive and transactional oral communication should be developed in order to meet the needs of the learners.

Mental health nursing Essay Example | Topics and Well Written Essays - 750 words

Mental health nursing - Essay Example Please write down the questions that you asked and the responses that were given. This information will then be summarised and presented to a group of peers and an assessor in your PBL 1 assessment The service user in his own opinion believes that he suffers from some sort of depression. He claims that his problems at the moment were that he was suffering from anxiety and in the morning panic attack. He believes that this response was because he is worried about his father ie if dad pass away who is going to take care of me. when asked if he did have any auditory hallucination he went on to say that he did here voices but did not want to talk more about it. I started with the humanistic approach so as to make the client at ease and for him to be able to express himself more. I then went onto the medical model to try to figure out what he was suffering. Some data from the interview give evidence service user has p[sychotic symptoms, e.g. auditory hallucinations. ... He claims that his problems at the moment were that he was suffering from anxiety and in the morning panic attack. He believes that this response was because he is worried about his father ie if dad pass away who is going to take care of me. when asked if he did have any auditory hallucination he went on to say that he did here voices but did not want to talk more about it. Conceptual Model Analysis I started with the humanistic approach so as to make the client at ease and for him to be able to express himself more. I then went onto the medical model to try to figure out what he was suffering. Some data from the interview give evidence service user has p[sychotic symptoms, e.g. auditory hallucinations. There is acknowledged that patients with mental disorders are not able to percept their condition critically and usually underestimate the severity of disease. This patient believes he has depressive state thus he is ready to perceive the model of "sick person" and wish to regain his health. There is known that psychotic symptoms in schisophrenia could be related to dopaminergic hyperactivity in the brain structures. Thus medical interventions based on the use of antidopaminergic drugs (e.g. Ziprasidone (Geodon), Quetiapine (Seroquel) could be effective in the disease management. It seems that the psychotic symptoms reported by the client have the endogenic origin, i.e. they are not caused directly by external causes. What does the service user believe are the causes of his/her present crisis Service user believes that the cause of his present crisis is due to the wrong chemical release in his brain and added that it is genetic as he got a family history of metal illness in his family. Thus his mother was treated in mental hospital

My Dream Job Essay Example for Free

My Dream Job Essay Everyone has a dream. I too dream of a job that will make me child’s dream comes true. My grandfather and father both traditional Chinese physician. They have excellent medical skill and lofty medical ethic. In China, The doctor is called ‘angles in white’, People respect them. I used to get sick in my childhood. My father always can cure my disease by traditional Chinese medical. I think everything like a magic. I feel so amazing. I adore my father, so when I was a child, I want to be a traditional Chinese physician. And then the dream is not changed. History By learning about more knowledge, I know Traditional Chinese medicine has a history of several years. It is one of Chinese splendid cultural heritages. It is the science dealing with human physiology, pathology, diagnosis, treatment and prevention of diseases. During several thousand years it has made great contributions to the promotion of health, the proliferation and prosperity of the Chinese nation, and the enrichment and development of world medicine as well. pic] Li Shizhen, one of the famous physicians in the Chinese history. He is very important for the traditional Chinese medical’ develop. He makes people start attention it. He wrote too many books that about how to use the tradition skill to cure the sickness to save the patient. [pic] ‘Ben Cao Gang Mu’ is the most famous of traditional Chinese medical books by Li Shizhen wro te. The book consists of 52 volumes with 1,892 medicinal herbs, including over 10,000 prescriptions and 1,000 illustrations of medicinal items. It is a great contribution to the development of pharmacology both in China and all over the world. Methods of treatment †¢ Diagnose skills †¢ Chinese massage †¢ Acupuncture †¢ Chinese herbs ? Diagnose skills [pic] There is a combined use of the four diagnostic methods among herbalist doctors: observe, hear and smell, ask about background and touching After the four steps, the doctor can know patient’s illness. Then treatment was deferred pending further diagnosis. ? Chinese massage [pic] Chinese massage is known as Tui Na, uses wave-like motions to loosen joints and nourish muscles. Bring awareness back to a person’s body and making it a first step in the healing process. Stimulate the flow of Qi, blood and body fluids can be used to treat pain, stress or digestion problem. The masseur can give you an all-over massage and focus on specific areas with pain or do a treatment on the affected area. So tradition Chinese medical can use our life. Chinese massage need skilled technological and more experiences. So I should constant practice. ? Acupuncture Acupuncture is both One of the oldest forms of Chinese Medicine. It as same as massage are both important. Acupuncture involves the stimulation of anatomical points on the body with thin needled. Needles are placed at â€Å"Yin/Yang Meridian points†. Contrary to what you might think, acupuncture patients usually feel little to no pain, because acupuncture needles are hair-thin and are manipulated either by hand or electricity. [pic] ? Chinese herbs Except for use these skills, tradition Chinese physician also need know Chinese herbs purposes. Herbs are a vital part of Chinese healing. Chinese herbs have many kinds. Differentiate into many species. Each ingredient has unique characteristics. The ingredients work in harmony to help a person’s body. Herbs can help boost Qi and balance Yin/Yang. [pic] Advantage †¢ Whatever traditional Chinese physician or other doctors, they have many same effects. They like an angel who brings patients from illness to happiness and give the hope to the patients to live on. They may let these experiences personally the human which the indisposition suffers to get rid of the pain and they saved many people’s lives during their work. †¢ Traditional Chinese physician not only can help patients take away the pain, but also help people keep in good health by some traditional methods. For example: Chinese food therapy is good for our health, and it can use to our daily life, for food and drink. Certain foods and herbs are prescribed to restore balance to the body. Combining Qigong with exercise is a good choice, because it regulates the mind and breathing to promote the flow of Qi. It can make our sound in body and mind. [pic] [pic] †¢ Traditional Chinese medicine contains thousands of year people’s wisdom. It is only belong to Chinese unique culture. †¢ And Chinese herbs are from nature, without adding any chemicals. So the herbs don’t have bad effect for health. Tradition Chinese medicine is an abstract subject. It has many different skills. The effects of different, but they are the same important. So I know that if I want to be a good tradition Chinese physician, I need spend many energy and time to master different knowledge and learn how to become a good doctor. I will try do my best that make dream come true.

John Locke on Tacit and Unintended Consent Essay Example for Free

John Locke on Tacit and Unintended Consent Essay In his Second Treatise on Law and Government, John Locke outlines clear and coherent standards for what constitutes a legitimate government and what persons one such government would have authority over. Both are determined by citizens acts of consenting to relinquish to the government part of their natural authority over their own conduct. Unfortunately, the situation becomes much less clear once we consider how his standards would apply to the political situation existing in the real world today. If we continue to subscribe to Lockes account without altering its standards, we would see a precipitous drop in the number of people whose interests existing governments are responsible for serving. In this paper I will show that with certain changes and clarifications to Lockes standards, the responsibilities of existing governments need not be allowed to shrink so drastically. This creates a tradeoff, however. Changing the standards to apply more closely to actual functioning governments has the consequence of making it more difficult to determine the legitimacy of those governments. Some of the clarity of Lockes theoretical model is lost in translating it to apply to actual instances of government. A cornerstone of Lockes political philosophy is the idea that a government holds power legitimately only through the consent of the governed. A civil society consents to grant a particular government rule over it, and each person chooses on an individual basis to become a member of a particular civil society (II, 117). As giving such consent has far-reaching consequences over a persons life, Locke provides further explanation of what consent entails in this context. Only one way exists to become a member of a civil society: express consent. From Lockes account this would have to be a fairly formal business, which the individual enters by positive Engagement, and express Promise and Compact (II, 122). Lockes original wording is important because it seems to imply that unless a person actually makes a public agreement to submit to government law in return for protection of person, liberty, and property, she has not expressly consented. He makes it clear that there are no alternatives to this official process if one is to become part of a civil society, (II, 122). Even if one is not considered part of a particular civil society, she must submit to its authority to the extent of her involvement in that society. Someone who owns land within the territory occupied by a civil society is obligated to obey the law of whatever body has ruling authority in that territory as it applies to ownership and use of property. Someone merely travelling on a public road through a country will have less contact with the civil society of that area and so fewer laws of that society will have application to her behavior. Still, those laws that do cover what activities she carries out have binding force on her (II, 120-121). These people incur the obligation to submit to local authority because that authority is protecting them, perhaps by preventing the citizens of the area from acting in ways that would harm other people including the outsider. For the outsider to be free of those restraints and take advantage of the areas citizens would be unjust; therefore she is obligated to comply with the legal restraints observed by citizens the area. In neither of these cases would the person in question be considered a member of the civil society whose laws she is obeying unless she expressly consented to join that society in addition to her tacit consent to follow its laws. An immediate criticism of Lockes account thus far is that in practice, hardly anyone expressly gives consent to join any civil society. Even in most real-world cases where a person does announce submission to a particular government, the declaration would not meet Lockes conditions of consent that would give legitimacy to the rule of government over that person. Oaths such as the U. S. Pledge of Allegiance are usually only indications that the speaker is prepared to obey directives from the government of a particular state. Consent in the strict sense would have to make explicit what the person is consenting to. Someone joining a civil society under Lockes conception would need to spell out that she is giving up the right to make and enforce her own judgments to the government of that society, in return for that governments protection of her interests. Even promises of blind obedience are far from universally practiced, and in most countries are the practice of reciting such pledges is confined to schools and youth groups as a form of education rather than contractual agreement. (The idea that most civil societies do not consider young people mature enough to consent to become members is discussed later in this paper). Explicit contractual consent is far rarer than these questionably binding declarations. If most people fail to give explicit consent to trade away some of their natural rights, under Lockes terms they have not joined any civil society, and so should not be counted as the citizens of any state or the subjects of any government. This has profound significance because of the relation between civil society and government. The agreement of a civil society is the force and justification behind its governments authority (II, 149); in return for the mandate that grants it power, the government exists to protect the interests of that particular group of people. Anyone not the member of a particular civil society has no legitimate voice in the form or operation of the government that society creates, and she has no right to expect that government to protect her interests. This does not mean that the government will not take any actions that are to her benefit; the laws of that nation which prevent its citizens from killing and robbing may also prevent them from killing or robbing her. When the government enacts laws, however, it need only do so with the interests of its constituency in mind, and has no obligation to create laws conducive to the interests of an outsider. Any benefits the outsider enjoys as a result of the laws of a particular country are purely coincidental to those laws intent. Someone who is not a member of any civil society at all will accordingly have no power over any government, and her interests will deserve the consideration of no government. Since the vast majority of people have not given express consent to join a particular society, the majority of humanity has no right to expect its interests to be served or protected by any of the governments existing on earth. Everyone, however, is required to submit to the control of one government or another depending of where they live, since basically every part of the earth inhabited by humans is under the dominion of one state or another. Rule is solely in the hands of those few people who have actually signed some kind of formal social contract, and needs only to consider their interests. Any government with which no living person has made a formal consent agreement rules illegitimately. The fact that Lockes model leads to an implication that most of humanity is neither the legitimate authors nor the deserving beneficiaries of government does not prove the model is logically flawed. However, the very great majority of people consider themselves members of a civil society, and are considered as such by other people and, most importantly, by governments. However real governments define their constituency, few if any set express consent as the standard. Enslavement of the tacitly consenting masses by the expressly contracted few thus fails to provide an accurate theoretical model of governmental institutions in the real world. Locke himself describes of the formation of government as an action taken by and for the community (II, 149); this wording suggests that he would have disagreed with the idea that citizenship by express consent leading to dictatorship by a de facto minority is, in practice, the most typical form of legitimate government. It is possible that those without citizenship (the majority of people under our present definition) actually benefit by not being contractually bound to any particular civil society. As long as someone who is not an official citizen resides within the territory of an existing government which fulfills the duties expected of government (II, 131), its laws discourage both citizens of the civil society and other outsiders from threatening her life, liberty, and property. Thus someone could enjoy much of the security that membership in a civil society would provide simply by living in a well-governed area without joining in civil society. In PHI 309 lecture, Prof. Sreenivasan pointed out a possible advantage that such a living arrangement could provide for the unaffiliated: in cases where it was in ones best interests to abandon a country beset by war, pestilence, or economic or other disaster, noncitizens could jump ship without that act being considered an injustice. Those who had by express consent tied themselves to the civil society might well be obligated to remain with the community, and would not have the option of fleeing the war or hardship. Yet in most of the world, nomadic living is considered the exception, not the rule. Citizens of the worlds various nations must be considering factors not included in Lockes account. One of the most significant of these is a convention that has introduced a new kind of consent enabling people to become citizens of particular states. Most civil societies have found it desirable to designate officially who is a member of that society, i. e. a member of that state. As a governments power depends on its constituency, government function is expedited by the governments having accurate knowledge of the extent of its power base, that is to say the extent of its citizenry. At the same time, concern for its own integrity and distrust of outsiders drives a civil society to delineate who is and is not a member. These and perhaps other factors have led to the creation of conventions (usually expressed as laws passed by governments) by which a person is declared to be a member of a particular civil society (i. e. citizen of a country) regardless of whether or not that person has actually expressed consent to what such membership entails. The most typical example is a law declaring that anyone born in the territory of a particular nation is a citizen of that nation. When still a juvenile, that person of course has not actively consented to anything, and so is usually considered not complete member of civil society; although part of a community, the juvenile generally lacks certain rights and powers given to full members of the society. Upon reaching the age when she can make her own decisions, laws indicate what society the person is considered a member of in the absence of active consent by that person. The person continues to hold that default membership until she makes an active decision to join another civil society. The conventional reflection of this active decision is generally a naturalization process by which someone can become a citizen of a country she did not belong to by default. By going through the naturalization process, a person is understood to consent to the tradeoff which would make her a member of that civil society. It could be objected that being considered the member of a civil society by default is another matter entirely from consenting to join that society and willingly relinquish ones rights. Where is the consent in this instance? This question is less troubling before the person has come of age, because most would agree that a juvenile generally lacks the judgment to be signing any kind of binding social contract. But can a government legitimately assert that a person has consented to cede her rights to it simply because she has not actively protested? This question could be answered affirmatively. A person can choose not to consent to membership in her default civil society, or give up her membership in a civil society she already belongs to, by joining another civil society through a more active process such as naturalization. This means that if she does not take such an action, she is accepting the convention that interprets her inaction as an expression of consent to join the civil society she was assigned to by default. By systematizing and codifying standards for consent, then, states in actual practice ensure that the great majority of people are not lone agents. One might still question how conscious most people are that they are held to be making this sort of contract, even in the most open societies. A case can be made that essentially, they are aware. No one is unaware of what society she belongs to. Each person is effectively the member of whatever civil society exerts control over her, usually through its government. As soon as that person is conscious of the control being exerted over her, she is made unmistakably aware of what her citizenship is. With the realization of what government she is under comes the option to change her membership. The final and most damaging criticism of the consent model is the question of what happens when a person does not have the option to move to a new territory and join a new civil society. This may occur because of a persons own lack of means to carry out or simple ignorance of the options ostensibly available to her. It may also be the result of oppression by the government, preventing citizens of the country from leaving. Any of these conditions can force a person to remain an official member of a particular civil society. However, the standard of conventionalized explicit consent introduced above is only able to maintain that most people consent to join a civil society because it assumes those people have options besides their initial citizenship. If people are not being given other options, the model is still not logically flawed. Rather, it suggests a situation similar to that originally introduced as the consequence of applying Lockes model to the real world: the people in such situations are not really part of the civil society that created the government to whose control they are forced to submit. As such, they retain undiminished the right to join another civil society through a new social contract. If they do so, they may create a new government to follow instead of the one they currently submit to by tacit consent. Of course, there is no guarantee that the government ruling them in the status quo will allow them to replace its control. If it retains control over them by force, Lockes model would still hold them to be tacitly consenting to its authority by enjoyment of its dominion. This counterintuitive conclusion is avoided by the model requiring choice for real consent. If we follow that paradigm, we come to the conclusion that the government is ruling without any consent from the governed in those cases. According to Locke, such government is mere enslavement and so is illegitimate. To say that a government is wholly illegitimate if it hold power over even one person without her consent is clearly excessive; probably no government could ever achieve legitimacy under that criterion. However, we can say that a government is legitimate to the extent that its citizens are aware of other options and consider membership in their current civil society with its ruling government preferable to those options. The problem with such a standard is that it depends on what is thought by the citizens of a country, and to ascertain a persons mentality is difficult. The most reliable test is to provide citizens with realistic options and observe whether they remain with the status quo or seek a change in their situation. That change may involve leaving their current civil society, or it may mean seeking to change the structure or behavior of that societys government. The countrys citizens can be said to consent to the government ruling them to the extent that they posses the power to change their situation, but still maintain the status quo. Thus, the legitimacy of a government can be measured by the effective options available to its citizens. If we had held to Lockes standards for consent to membership in a civil society and submission to government rule, we would have concluded that most people in the world are tacitly consenting to the rule of governments created by very small groups of explicit signers of social contracts. This would lead to a bizarre picture of the political landscape very much at odds with intuition and with modern reality. By changing standards for consent to mean compliance with official requirements for citizenship when other options are available, we are able to account for those who consider themselves and are considered members of a civil society without having given explicit consent, while at the same time freeing those not given a choice from the appearance of having given consent. A government is then legitimate to the extent that its citizens have given consent according to these standards. It is one of those rare examples where laws have made the situation clearer. Sources: Locke, John. Second Treatise. From Two Treatises of Government, Laslett, Peter, ed. New York: Cambridge University Press, 1988.

The Importance Of Employees In An Organization Marketing Essay

The Importance Of Employees In An Organization Marketing Essay The article focuses on the importance of employees in an organization. The categorization of employees as the most valuable asset of an organization has been proclaimed by many marketing, human resource and other business experts. However, it is just a claim and no concrete measures are taken to harvest this invaluable asset. Companies focus on the four Ps of marketing strategy, rather than the role of employees in delivering customer satisfaction. This article advocates the concept of the fifth P, which is not packaging or public relations but rather people-power. The article focuses on the importance of an organizations workforce in marketing strategy. The author touches on general marketing concepts covered by great authors such as Kotler and Levitt and builds upon them with relation to the human resources of an organization. In the academic context, the article is a practical approach to internal marketing and covers the concept of including the 5th P in the marketing mix. From an industrial context, the theoretical concepts covered stress the implementation of these concepts in the industry. The author reiterates the importance of refraining from platitudes and instilling the value of employees with regards to customer service at all levels of the organization. From a scholarly point of view, the article builds on attempts to include people power by authors such as Parkinson (1988), Gross et al. (1993), Rafiq and Ahmed (2000) and Judd himself in 1987 and 2001. The difference between this article and others is that it focuses on people powe r as an integral part of the marketing mix over all sectors in an economy whereas other articles focused on its role in specific industries or the importance of employees in internal marketing. An organization needs customers to survive and be profitable and customers are looking for value. Marketing persuades the customer that value is to be found in a specific organizations product or service thus an organization has two main marketing objectives which are to satisfy customers and to provide customers with a differentiated product that holds value for them. An introduction of marketing mix in the article explains that it is the combination of price, promotion, placement and most importantly product that an organization develops to attract and satisfy customers. The marketing mix elements must provide an offering that holds value for customers and substantially differentiates the offering from competitors. According to Levitt (1986), marketing is basically about getting the customer and this customer orientation defines all aspects of marketing strategy. The article bases its argument for the 5th P firstly on this concept of customer orientation which is the cornerstone of marketing principles. The second concept is the role of employees in differentiating and delivering value. Kotler (2000) mentions employees as a differentiating element for organizations. According to him, an organization consisting of qualified, courteous and helpful staff is automatically differentiated from a competitor who does not have a customer-oriented staff. According to the author, most business authors mention the employees as the most important asset of an organization (Freeman, 1993; Shoniwa and Gilmore, 1996; Peak, 1997; Business Week, 2000). This assertion by various authors has not had any real impact on the way organizations consider their human resources Although motivational theories have changes from a more scientific to humanistic approach and managers of every organization claim in their annual reports that their employees are the driving force, or they are invaluable but implementation of these assertions in strategies and organizational behavior has been lacking. Thus the central idea of the article is that the main aims of marketing which are delivering value to customers through differentiation and achieving customer satisfaction are attainable through the organizations employees. The organization cannot be fully customer oriented until its employees are focused on creating and delivering value to the customers. Employees at all levels of the organization should be committed to the customer and that is the only way an organization can be fully customer oriented. Accordingly, it is vital that employees be included in the marketing strategy as the fifth P. The author proposes that people-power be included in the marketing mix as employees are as important in differentiating and delivering value to the customer as price, product, placement and promotion. In explaining this orientation towards people-power, the article explores the marketing ideas of differentiation and the marketing mix which are the basis of marketing strategy. An organization can differentiate its product offering through product, design, style, name, logo, packaging, features, store location, availability, branding, goodwill and personal touch (Chamberlin, 1965). But the core concept is perceived differentiation in the mind of the customer, thus differentiation is only effective if it is perceived by the customer to add value to the product (Kotler 1986). Thus, on this basis of differentiation the organization can attract customers and satisfy them. The marketing mix denotes elements of marketing strategy and product development that can be modified by the organization. These elements represent the augmented product or service offering to the customer and can be differentiated to suit the customers needs. Price, place, promotion and product are widely accepted as the four Ps (McCarthy, 1960). However Kotler (1986) the marketing Guru, suggested that public relations should be a part of the marketing mix as did Mindak and Fine (1981). Political power has also been suggested as a marketing mix variable (Kotler, 1986) whereas Wind (1986) asserted there were 11 Ps in the marketing mix. However, recently the concept of relationship marketing has been pushed forward as a replacement for the marketing mix (Groà ¶nroos, 1994). Although, relationship marketing has gained prominence it does not compromise the significance of the marketing mix; according to the author. In fact, it is another concept of marketing that requires the harvestin g of human resource to develop relationships and thus deliver value to the customer. The inclusion of people-power was first discussed by the author in previous articles with regards to field sales in B2B marketing (Judd, 1986) and with regards to non-profit organizations (Judd, 2001). With reference to industrial and manufacturing concerns it was included in the marketing mix by Gross et al. (1993) and to small businesses by Parkinson (1988). Although, it has been discussed by many other scholars (Christopher et al., 1993; Harris, 1999), recently people power has ignited more interest with regards to organizations across all sectors of the economy. The strengths of the article are that it clearly states the concepts of marketing and its aim to introduce people-power in the marketing. It clearly refers to many previous articles and books about marketing and makes an informed leap into the stretching of the marketing mix. The conclusions derived in the article, are easy for the reader and the student to grasp as there is a logical progression from one concept to another. The concept of employees as a major force that determines the success and failure of an organization is not a new one, however mostly it is just a statement with no real actions by marketers or managers to instill it in their strategies; this article correctly identifies and criticizes this and provides a real workable path to employee involvement in creating value for the customer. It does not focus on the customer relations employees or the board of directors; rather it covers all employees that work in an organization whether or not they directly or indirectly influence the marketing strategy. The author believes that every employee influences the customer through his performance whether directly or indirectly. The main weakness of the article is that though it advocates the importance of employees in a marketing concept; he does not put forth details about how different employees can affect the organization. The author does not use any primary research. The author states many sources but only focus on major concepts from Levitt (1969). The article does not bring any major new conclusions to the marketing world except for the employee matrix and how different employee roles should change due to the induction of people power. The research methodology the article follows is usage of secondary research. A wide variety of sources and references have been incorporated from the books and journals. The author covers different perspectives of the marketing mix and differentiation. He considers different views of employees. In detail, he discusses Levitts theories and Rafiq and Ahmeds summary on internal marketing. The author has not conducted surveys and studies himself although he has build upon concepts and ideas from his older articles in 1987 and 2001; both dealt with people power in specific types of organizations. The author has chosen to specific examples in his article for the implementation of people power in the marketing mix. One is an industrial setting and the other a non-profit organization. In each organization there are different levels of contact with the customers and different levels of involvement with the design and execution of the marketing mix. The most involved in both areas are the contactors which would include marketing management, sales people, customer service, design engineers and so on. Influencers are involved in the marketing mix but have little chance of customer interaction; they include RD, senior management and process engineers. Modifiers have high customer contact but no involvement in the marketing mix and include receptionists, credit and billing departments. Isolateds are not involved in either of the two areas and examples include Human resources, accounts payable and personnel department. In a nonprofit organization the situation is slightly different as most employees are customer oriented and involved in the marketing mix. Volunteers in a nonprofit organization make up a major part of the people and are an integral part of the organization. Thus the major finding of the article is that as people power becomes the 5th P; the management needs to develop a strategy for the contactors, modifiers, influencers and most importantly the isolateds. The strategy of managing people in the organization to develop a customer oriented approach is found in many articles about internal marketing. Piercy (1995) states that views of performance diverge amongst internal and external markets and employees may perceive service to be high quality but customers may be of a differing opinion thus even employees not in contact with the customer should be aware of the customers needs and priorities and an analysis of divergence between external and internal market should be carried out. Internal barriers may be recognized and should be the basis of the internal marketing strategy and thus the gap between the external and internal market should be closed. Rashid and Ahmed (2000) in their article focus on the three step implementation of internal marketing. Firstly employees should be treated as customers and thus the second step involves marketing techniques to be used to move the employees to a more customer oriented approach. Thirdly, strategi es should be developed create awareness about the employees role in the organization and its strategy and change management should be undertaken. Another approach to managing people power is that the CEO should be responsible for directing the organization into a more customer oriented approach (Levitt, 1969). Webster (1988) agrees with this concept of the CEO being the guiding force for commitment to marketing strategy. This article however, takes a different approach by dividing employees into categories based on the level of involvement in the marketing mix and customer contact as mentioned previously. The article proposes different strategies for different types of employees and claims this will be more effective than a blanket approach. As contactors and influencers may already be customer oriented but modifiers and isolates may need different strategies to develop customer orientation and focus on the bigger picture. The article outlines a management process as a result of the analysis which details the desired strategies and outcomes for specific types of employees. Contactors are directly involved in the marketing strategy and have high probability of contact with the customers; thus it is vital that the organization firstly hires qualified people who understand the customer. The contactors should be experts in their field, highly motivated and have in depth knowledge about the organizations customers. As they are the designers of the marketing mix, if their focus is on customer satisfaction, so will be the strategies they design. Modifiers should be effective communicators, and frequent communication training should be carried out. As the modifiers have customer contact but are not involved in marketing strategy. They should be thoroughly educated with regards to the customers value to the organization, the marketing strategies and the customers needs. Modifiers need to be reminded regularly o f the bigger picture and customer focus, as a rude receptionist can entirely change the customers perception of an organization. Influencers are the driving force behind the marketing strategy, thus they should be knowledgeable about the market and be able to judge things from a customers point of view. In order to increase their customer orientation they should be evaluated on customer orientation based standards. As they lack contact with the customer, programs should be implemented that enable them to interact with customers directly. Isolateds have no contact with the customer and are not involved in the marketing mix such as accountants, HR department, and operations and so on. They are the support staff and carry out organizational activities that enable service to the customer. However, these employees are focused on the organization and processes and have no sense of serving the customer. Thus they should be made aware of the customers and their needs. Methods such as writte n, audio and visual materials should be used to present the customer, the marketing strategy and their contribution to satisfying the customer. Regular inter department events can be held to make them feel a part of the organization and learn more about its strategy and goals. The processes explained in the article are useful for the academic community for the development of a human resource oriented marketing strategy. The concepts of differentiation and marketing may mention people in the organization but for students to realize the importance of people in the success of an organization is vital. Marketing strategies that focus on customer orientation and differentiation through employees may be just as successful as forming strategies based on branding or product features. This focus is useful for practitioners as well, as organizations need to actualize the potential of their employees. As commitment to the customer is not a part of motivational strategies, management needs to develop their own strategies to develop customer orientation through internal marketing. For marketers to develop a customer oriented approach in the organization, formalizing people power and developing and implementing strategies to harness this power is vital. Critique of the Judd article The article provides many references and sources however it lacks substantial evidence to back up the claim of people power. It is a conceptual paper that does not focus on practical examples and studies which detracts from the message. The author could have created a greater impact on the reader by providing results of surveys and researches or conducting studies himself. Although the paper cites many relevant respected sources it does not provide concrete support for the authors stance. The article is focused and to the point; and the diagrams are clear and simple. However, one feels that the article should have given generic examples rather than focusing on non profit and manufacturing organizations as the purpose of the article is people power across all sectors. The topic that Judd covers has been a source of debate in recent years. Human resources have gained importance and their value and input has been recognized in the academic world as well as in firms. The marketing mix has also been analyzed and criticized by many scholars as being too limited and many authors have proposed different elements to be added; as Kotler (1987) did in his books Principles of Marketing and Marketing Management. Although many authors promote human resources as an integral part of marketing, they often take different approaches. As Piercy (1995) in his article on internal marketing states that views of performance diverge amongst internal and external markets and employees may perceive service to be high quality but customers may be of a differing opinion thus even employees not in contact with the customer should be aware of the customers needs and priorities and an analysis of divergence between external and internal market should be carried out. Internal barriers that are identified should be the basis of the internal marketing strategy and thus the gap between the external and internal market should be closed. He focuses on identifying customers and suppliers within the organization. He also emphasizes the importance of employees views to be aligned with customer views just as Judd focuses on the employees being customer oriented even if not in contact with the customer. The proposal of 7 Ps by Rafiq and Ahmed (1995) in a generic marketing mix also proposes the inclusion of participants in the mix. Other Ps that they propose are physical training and process. The article is very different from Judds as it focuses on all aspects of the marketing mix rather than only people. The article focuses on a 7P vs 4P idea, and presents surveys and primary research which represent acceptance of the 7P framework. Another major difference is that participants means suppliers and customers as well and not only employees. The similarities include the focus on training and a customer focus throughout the organization; as it is vital for participants to create synergy and be aware of each others needs. As Judd focuses on the importance of people within the organization as an element of the marketing mix; Rashid and Ahmed focus on the entire marketing mix with participants as an integral element. It provides the Boom and Bitner framework which considers all human actor s as participants and as an element of the marketing mix. An article by Gronroos (1997) about relationship marketing focuses on the simplicity of the 4P framework and how it cannot apply to current organizations. It focuses on how relationship building with customers is of utmost importance and it is the foundation of marketing. This involves employees as being the force that enable the organization to build long term mutually beneficial relationships with customers. This is similar to Judds theme of the element of people power and their importance in providing service to the customer. Judd focuses on the marketing mix and Gronroos dismisses the marketing mix. But the element of employees being the basis of all services and marketing is common among the articles although the approach is different. According the article marketing attracts and persuades the customer and relationship marketing makes promises and builds trust. Judds article also focuses on customer orientation and building relationships but through internal marketing and the ma rketing mix. In his paper, Marketing Redefined; Gronroos (1990) covers the limitations of the marketing mix and its ignorance of customer relations. This article focuses on development of customer relations being more important than the 4 Ps just as Judd stresses the importance of people power as another P. However, the two papers reach the same conclusions from different points of views; customer orientation and relationship building is achieved through employee focus and commitment. Chris Lane (1988) wrote a paper on putting people first in the marketing mix. Lane (1988) focuses on the importance of the service giver in the marketing mix. He states that the service giver is the utmost important marketing factor as services are intangible and more emotional. He does not focus on a generic marketing mix, rather on the service industry. Although, caring for people and harnessing human resources is considered as vital to marketing, he does not focus on all the employees as being vital like Judd does. As Judd covers the generic marketing mix and focuses on customer orientation throughout the organization; Lane focuses only on the service industry and the service provider as being important. Judds article does not present a unique approach to the marketing mix and does not provide unique solutions as well, but it actively focuses on all employees of an organization. The articles strength is that it covers all types of human resources and their addition to the marketing mix, rather than just the influencers and contactors. The main weakness is the lack of primary research and statistical results that would have helped Judd in further persuading the reader about his assertions. Evaluation The article brings up an interesting view of employees and how to develop customer orientation in them. Although the importance of employees and HR is a common subject, this article develops a marketing perspective on employees. It proposes that for all types of organizations, the marketing mix should include people-power as the fifth element and thus strategies should be developed for employees to achieve customer orientation at all levels of the organization. The author builds up on his previous article on the same topic and thus it is not an entirely new concept. The strategies that the article proposes may achieve customer orientation in the organization, but it seems unlikely that the support staff and receptionists can be convinced to value the marketing strategy of the organization and customer focus as much as contactors and influencers. The article has a limited focus on the marketing mix; which has been criticized for being outdated. It does not focus on the relevance of re lationship marketing to people power and customer orientation. Judd touches on internal marketing but does not incorporate it in his views of employee and management roles. The article provides new roles for employees and new management responses based on the inclusion of the 5th P and customer orientation; however it might be difficult for marketers to convince other managers to implement these strategies unless there is high level commitment from the top. Thus, the initiative should be taken from the very top in order for customer orientation to take root at every level of the organization.