Compassion Fatigue Analysis Health And Social Care Essay

Compassion Fatigue Analysis Health And Social Care Essay Nowadays, natural disasters, warfare, violent crime, acts of terrorism, domestic violence and child abuse are circumstances that significantly impact life in modern society (Bush, 2009). These events necessitate professional counselors to effectively treat the trauma associated with these personal and societal crises. When counselor are therapeutically engaged with a child or adult who has been traumatized or encounter with the trauma survivor, he or she may be at risk to intrusive thoughts, avoidance, negative affect and impaired psychological functioning (Chrestman, 1995). Therefore, counselors are vulnerable to compassion fatigue. The concept of compassion fatigue emerged only in the last several years in the professional literature. It represents the cost of caring about and for traumatized people (Adams et al., 2006; Figley, 2002). 1.1 Definition of compassion fatigue Some authors identified compassion fatigue as a state in which a counselor lacks of emotional strength, exhaustion, experience languor, and loss of vitality and energy (Alkema, Linton, Davies, 2008). In other words, it may be understand as a sense of being tired of helping others and finding it difficult to act out of compassion. Additionally, some experts view compassion fatigue as a hazard associated primarily with mental health clinicians and with first responders to natural and human made disaster such as China earthquake and incident of 9/11 (Boscarino, Figley, Adams, 2004). Among the helping professions, genetic counselors clearly do witness much pain and suffering, and may fall prey to compassion fatigue (Udipi, Veach, Kao, LeRoy, 2008). According to Fidley (1993) as cited in Figley (2002), compassion fatigue or secondary traumatic stress (STS) can be define as the natural consequence behaviors and emotions resulting from knowing about a traumatizing event experienced by a significant other-the stress resulting from helping or wanting to help a traumatized or suffering person. As Figley (2002) pointed out, compassion fatigue is identical to secondary traumatic stress disorder (STSD) and is the equivalent of post traumatic stress disorder (PTSD) (Figley, 2002). Moreover, compassion fatigue is also recognized as secondary traumatization, secondary traumatic stress disorder, or vicarious traumatization within professional literature (Figley, 2002; Hofmann, 2009). 1.2 Historical Background of Compassion Fatigue The study of traumatic events and their subsequent impact on human beings has grown considerably over the past two decades. Since the early 1980s, the Diagnostic and Statistical Manual of Mental Disorders (DSM-IV) (APPENDIX A) has recognized both acute and Post Traumatic Stress Disorders (PTSD) as identifiable mental health concerns (Alkema et al., 2002). Besides that, according to the notion stated in criterion A1 of the PTSD diagnosis, it clearly indicates that people can develop the symptoms of PTSD without actually being physically harmed or threatened with harm (Alkema et al., 2008; Figley, 2002). That is, people can be traumatized simply by learning about the traumatic event. However, according to a review of the traumatology literature, it come to a conclusion that nearly all of the hundreds of reports focusing on traumatized people exclude those who were traumatized indirectly or secondarily and only focus on those who were directly traumatized, that is, the victims (Craig S prang, 2010; Figley, 2002). As a result, after more than a decade of negligence of the indirect traumatized people, it is important to consider the least studied aspect of traumatized stress, which is secondary traumatic stress (STS) or later, compassion fatigue. The term compassion fatigue was used as far back as 1990, the news media in the United States used compassion fatigue to describe the publics lack of patience, or perhaps simply the editors lack of patience, with the homeless problem, which had previously been presented as an anomaly or even a crisis which had only existed for a short time and could presumably be solved somehow. Later on in 1992, Joinson first used the term in print, in discussing burnout among nurses who deal with hospital emergencies, counselor, emergency workers and other professionals who experience STS in the line of duty (Dominguez-Gomez Rutledge, 2009). That same year Jeffrey Kottler (1992), in his book, Compassionate Therapy, emphasize the importance of compassion in dealing with extremely difficult and resistant patients. Additionally, compassion fatigue has been studied by the field of traumatology, where it has been called the cost of caring for people facing emotional pain (Boscarino et al., 2004; Hofman n, 2009). Furthermore, one of the first earliest references in the scientific literature regarding this cost of caring comes from Carl G. Jung in The Psychology of Dementia Praecox. In this text, Jung discusses the challenges of countertransference the therapists conscious and unconscious reactions to the patient in the therapeutic situation. In his text, he pointed out that therapist can treat their patients with schizophrenia by participates in the delusional fantasies and hallucinations with the patient. Nevertheless, he warns that this participation in the patients darkly painful fantasy world of traumatic images has significant deleterious effects for the therapist; especially when the therapist has not resolved his/her own developmental and traumatic issues (Craig Sprang, 2010; Figley, 2002). 1.3 Statistic of compassion fatigue on counselors Throughout the years, the number of natural and technological disasters was on the rise, therefore, studies of the effects of disaster events on both the victims and the disaster responders increased (Boscarino, Adams, Figley, 2006; Bush, 2009). Many researchers focus on those professionals who provide therapy to victims of trauma such as trauma counselors, crisis workers, nurses and other caregivers who become victims themselves of secondary traumatic stress (STS) or compassion fatigue (Bourassa, 2009; Coetzee Klopper, 2010; Figley, 2002). Studies which focus on examine the psychological impacts of providing mental health counseling to the disasters victims had found out that counselors were psychologically affected by their work, whether or not they personally experienced the disaster (Martin et al., 2010). For instance, as Myers and Wee (2005) pointed out, nearly three-quarters (73.5%) of counselors were rated as being at risk of compassion fatigue, which include moderate risk (23.5%), high risk (29.4%), and extremely high risk (20.6%) in their study of the psychological impact on counselors who work with the trauma survivors of the Oklahoma City Bombing (Myers Wee, 2005) Furthermore, Meldrum et al. (2002) found that 27% of a sample of Australian mental health professions who worked with traumatized individuals reported extreme stress from this type of work (Meldrum, King, Spooner, 2002). In a research article that have been done by Arvay and Uhlemann (1996) using a sample of 161 trauma counselors in British Columbia, they found out that 24% of the counselors interviewed perceived life as stressful. Sixteen percent reported high levels of emotional exhaustion, 4% reported levels of depersonalization and 26% reported feeling ineffective at work in terms of professional accomplishment (Arvay Uhlemann, 1996). Fourteen percent of the sample reported traumatic stress levels similar to PTSD. In their article, Arvay and Uhlemann (1996) also pointed out that the impaired counselor was in his or her early 40s, held less than a masters degree and was more likely to work for an agency than in a private setting. Additionally, Sprang et al. (2007) also found out that young female with higher educational degree and less experience in clinical settings predicted elevated levels compassion fatigue in the studys sample of 1,121 mental health providers (Sprang, Clark, Whitt-Woosley, 2007). 1.4 Causes of compassion fatigue According to Figley (2002), compassion fatigue occurs when one is exposed to extreme events directly experienced by another and becomes overwhelmed by this secondary exposure to trauma. Thus, counselors who always listen to reports of trauma, horror, human cruelty and extreme loss of their clients are at high risk of experience compassion fatigue. In effective counseling, controlled reactivation of the traumatic memories is promoted by many interventions or forms of psychotherapy due to in the prevailing opinion among psychotherapists; working through the traumatic events is beneficial to the client (Craig Sprang, 2010; Kinzel Nanson, 2000). For instance, in behavior therapy, clients are asked to confront with stimuli relating to the traumatic events through returning to a crime scene (in vivo) or imagining the events of the crime (in sensu) (Craig Sprang, 2010). However, psychotherapy work with torture victims is potentially harmful to the therapist and can lead to compassion fatigue although working through the traumatic events experienced by a sufferer of PTSD seems to be beneficial to the client. Undeniably, empathy allows counselors to relate to others in their care and to have a sense of what their clients are feeling. Moreover, it also helps the counselors to put the clients experiences into perspective and understanding how the clients are being affected by the incidents which the counselors are trying to mediate (Meadors et al., 2009). In brief, in an effective counseling, empathy understanding is necessary. Besides that, counselors, by the very nature of their work, are called on to be compassionate toward their clients on a daily basis (Meadors et al., 2009; Pickett, Brennan, Greenberg, Licht, Worrell, 1994). However, the more compassionate and empathetic a counselor is toward the suffering of the traumatized person, the more vulnerable that counselor is to compassion fatigue. It is due to compassion fatigue is based on the idea of a syndrome resulting specifically from empathizing with people who are experiencing pain and suffering; counselor can become overwhelmed a nd may begin to experience feelings of fear, pain and suffering similar to that of their clients (Figley, 2002; Meadors et al., 2009). As Alkema et al. (2008) pointed out, the common situations of counselor that can lead to compassion fatigue include 1) listening to stories of child abuse; 2) working with suicidal ideation, 3) interacting with the terminally ill; 4) responding with humanitarian aid in situations like disaster, poverty, or war; 5) caring for families with an injured or dying child; 6) providing support for survivors of rape; and 7) providing services for bereaved families. It is important to note that the sense of being overwhelmed or vulnerability to compassion fatigue is subjective, meaning that what overwhelms one counselor, may not necessarily overwhelm another. Additionally, even one story that overwhelms the counselors ability to make sense of the event, can lead to compassion fatigue symptoms (Alkema et al., 2008; Bush, 2009). Therefore, it is essential for the counselor to recognize compassion fatigue symptoms in themselves and their coworkers in turn to provide any emergency aid if needed. 1.5 Symptoms of compassion fatigue The symptoms of compassion fatigue vary in intensity depending on counselor characteristics and the characteristics of the client population. The resulting symptoms of compassion fatigue typically have an acute onset and are usually associated with a particular event (Stamm, 2005). Symptoms may include: being afraid, having intrusive images enter the persons attention, having trouble sleeping, or avoiding situations that remind the individual of the event (Tehrani, 2010). Moreover, compassion fatigue can have negative impact on spiritual development of counselor due to in some cases, counselor are psychologically bombarded by the traumatic recollections, emotional suffering, and psychological pain brought by their clients into session. A counselor might begin doubting his/her values, might express anger or bitterness toward God, and begin withdrawing from fellowship (Udipi et al., 2008). Furthermore, the range of counselor behaviors indicating compassion fatigue can include spending less time with clients, being late and absent from work, making professional errors, being hypercritical of others, making sarcastic and cynical comments about clients and the organization, abusing chemicals, and keeping poor records (Stewart, 2009; Tehrani, 2010). In addition, compassion fatigue also can manifest as physical symptoms such as rapid pulse, sleep disturbance, fatigue, reduced resistance to infection, weakness and dizziness, memory problems, weight change, ga strointestinal complaints, hypertension, and head-aches, backaches, or muscle aches (Meadors et al., 2009) According to Stewart (2009), for people exposed to primary stressors (i.e., client) and for those exposed to secondary stressors, there is a fundamental difference between the pattern of response during and following the traumatic event. Researches indicate the symptoms of secondary traumatic stress disorder (STSD) or compassion fatigue is nearly identical to post-traumatic stress disorder (PTSD), except that PTSD symptoms are directly connected to the sufferer (e.g., client), yet STSD symptoms is associated with a exposure to knowledge about traumatizing event experienced by the people who care (e.g., counselor). Moreover, as Fidley (2002) pointed out, symptoms of compassion fatigue can be divided into categories of intrusive, avoidance, and arousal symptoms. Table 1: Compassion fatigue symptoms Intrusive Symptoms Thoughts and images associated with clients traumatic experiences Obsessive and compulsive desire to help certain clients Client/work issues encroaching upon personal time Inability to let go of work-related matters Perception of survivors as fragile and needing the assistance of the caregiver Thoughts and feelings of inadequacy as a caregiver Sense of entitlement or specialness Perception of the world in terms of victims and perpetrators Personal activities interrupted by work-related issues Avoidance Symptoms Silencing Response (avoiding hearing/witnessing clients traumatic material) Loss of enjoyment in activities/cessation of self-care activities Loss of energy Loss of hope/sense of dread working with certain clients Loss of sense of competence/potency Isolation Secretive self-medication/addiction (alcohol, drugs, work, sex, food, spending, etc.) Relational dysfunction Arousal Symptoms Increased anxiety Impulsivity/reactivity Increased perception of demand/threat (in both job and environment) Increased frustration/anger Sleep disturbance Difficulty concentrating Change in weight/appetite Somatic symptoms 1.6 Measuring compassion fatigue It is essential to assess for compassion fatigue symptoms in the caregiver especially for counselors who work with those traumatized clients (Hofmann, 2009; Stamm, 2005) Thus, certain reliable instrument is needed to use to measure the degree of compassion fatigue in counselors. It is mainly due to through the scoring of the instrument, it can give the counselor valuable feedback or insight of their vulnerability level to compassion fatigue (Adams et al., 2008; Stamm, 2005). Besides that, an examination of the history of the counselor is also a critical step in treating compassion fatigue as researchers have found that a personal history of a traumatic experience can contribute to the experience of compassion fatigue (Adams, Figley, Boscarino, 2008). Thus, compassion fatigue counselors can assist their co-workers to examine the role that their previous traumatic material has on making them vulnerable to the experience of compassion fatigue. For instance, the Professional Quality of Life Scale: Compassion Satisfaction and Subscales (ProQOL) have been widely used in assessing secondary/vicarious trauma (Bride, Radey, Figley, 2007). Professional Quality of Life Scale (ProQOL) ProQOL is a 30 item self-report measure to assess the dimensions compassion satisfaction, burn-out and compassion fatigue (APPENDIX A). The compassion satisfaction dimension (CS) measures pleasure derived from being able to do the daily work well where higher scores on this scale represent a greater satisfaction related to ones ability to be an effective caregiver. Besides that, the burnout dimension (BO) in this scale is associated with feelings of hopelessness and difficulties in dealing with work. Higher scores are related to higher risk for burnout. Moreover, the compassion fatigue dimension (CF) relates to work-related secondary exposure to extremely stressful events. High scores indicate that ones are exposed to frightening experiences at work. The alpha reliabilities for the scales are 1) Compassion Satisfaction alpha = .87, 2) Burnout alpha = .72 and 3) Compassion Fatigue alpha = .80. Additionally, the construct validity upon which the test is based is well established with over 200 articles noted in the peer-review literature. Using the multi-trait multi-method mode for convergent and discriminant validity the scales on the ProQOL do, in fact, measure different constructs (Adams et al., 2008; Bride et al., 2007). 1.7 Consequences of compassion fatigue Researches have indicated for those counselors who have the greatest capacity for feeling and expressing empathy are at the greatest risk from experiencing secondary traumatic stress or compassion fatigue (Alkema et al., 2008). Furthermore, it has been recognized that counselors suffering from compassion fatigue may be engaged in impaired or unethical practice. Those counselors may become worried with their patients/clients and exhibit signs and symptoms that are not beneficial to optimal patient/client care. It can negatively affect the ability to provide services and maintain personal and professional relationships (Craig Sprang, 2010). When a counselor is suffering from compassion fatigue, he or shes ability to listen with empathy becomes compromised, the counselor may unconsciously avoid the traumatic material brought by the client in an effort to maintain the integrity of the counselors world view (Alkema et al., 2008; Bride et al., 2007). For instance, the counselor will tend to remain silent when he or she is unable to attend to the clients traumatic material. Instead, the counselor will redirects the conversation to less disturbing material that is more pleasant to them (Alkema et al., 2008). Moreover, as Adam et al. (2006) pointed out, counselors who are suffering from compassion fatigue may hurt their clients by placing their own needs above the needs of the clients. They may tend to avoid the discussion of the traumatic content as a means of protecting themselves from further exposure. According to Bride et al. (2006), avoidance of clients traumatic issue in counseling comprise a degree of unethical practice as it further isolates the client in his or her psychological pain and suffering. As a result, the counseling alliance may be damage and will lead to further suffering for the client and puts the counselor itself at risk for injuring other clients. Besides that, it is important to note that counselor with compassion fatigue is more likely to develop a sense of isolation, exhaustion and professional dissatisfaction. Therefore, compassion fatigue has the potential to rob the professional of his or her sense of well-being if left unaddressed (Alkema et al., 2008; Crai g Sprang, 2010; Figley, 2002). PREVENTIONS AND INTERVENTIONS After years of clinical practice, counselors are being confronted with tragedies of life and depression (Hofmann, 2009). Therefore, they are at high risk of accumulated pain and sadness. Thus, if without an appropriate way or the time to have positive experiences, it will increase the risk of compassion fatigue and distancing (Kinzel Nanson, 2000; Newsom, 2010). For that reason, the need for some kind of structured prevention, support, and strengthening processes is necessary in order to help the counselor to deal with indirect traumatization. Among the intervention methods, debriefing sessions are a good way to help a counselor with compassion fatigue decompress and normalize what they are experiencing (Kinzel Nanson, 2000; Pickett et al., 1994). During debriefing session, traumatic incident is discussed in a structured group meeting. Through debriefing, it can help the counselor to address the immediate psychological impact that he or she experienced from the client. Thus, through discussing and seeking assistance from other colleagues and caregivers who have had experience with trauma and have remained healthy and hopeful, it can assist the counselor to alleviate the traumatic symptoms (Pickett et al., 1994). In addition, the importance of regular professional supervision, before and after traumatic events, has been identified as essential, as is continuing education and training (Kinzel Nanson, 2000; Meadors et al., 2009). It is due to for the purpose to promote long-term coping with the consequences of the traumatic events, continuity of the supervision and training program is necessary. Moreover, the aim of supervision is to explore and reduce the impact of the painful client material on the counselors thinking and emotions. In the United Kingdom, personal supervision is a professional requirement for counselors and it may be provided by a clinical supervisor, manager, or peer (Kinzel Nanson, 2000). According to pre-existing studies, it had been recognized that self-hypnosis have beneficial effects on immune control, enhanced mood and well-being (Martin et al., 2010; Mottern, 2010; Ruysschaert, 2003). Besides that, clinical experience with clients and therapists reports also indicated that ones can recovering and lowering their overall level of stress through self-hypnosis (Martin et al., 2010). Therefore, self-hypnosis is an effective tool to help counselor in preventing compassion fatigue or in promoting compassion satisfaction. In stress management, counselors ability to let go do play a very important role in stress-resistance or resilience. Figley (1995) also sees let-it-go as an important aspect in the reduction of compassionate stress. Therefore, in effective counseling, it is important for the counselor to find ways to create some distance from the emotional pain that they experienced from their clients. According to Morttern (2010), practicing self-hypnosis in a regular basis is important step in promoting self-awareness and temporarily distancing oneself from the outside world. For instance, it is possible for the counselor who suffered from compassion fatigue letting go of intrusions and thoughts indirectly by imagining thoughts as clouds, coming and going, and just noticing what happens (Mottern, 2010). Furthermore, counselors have to increase their own self awareness and live a healthy, balanced lifestyle in order decreases their vulnerability from compassion fatigue (Figley, 2002; Prati Pietrantoni, 2009). For instance, counselors can increase their self awareness by knowing their own triggers and vulnerable areas and learn to defuse them or avoid them (Bride et al., 2007). Besides that, counselors have to realize that normal responses to abnormal situations is true for helpers as well as victims. Thus, they should allow themselves to grieve when bad things happen to others (Figley, 2002). Moreover, it is essential for the counselors to set boundaries for themselves by develop realistic expectations about the rewards as well as the limitations of helping (Prati Pietrantoni, 2009). In brief, they have to become aware of any irrational beliefs that impair their well being throughout the helping process. Last but not least, diversions and recreation that allow the counselor to take mini-escapes from the intensity of their work is absolutely essential to avoid from compassion fatigue (Alkema et al., 2008). Researches indicate that those that have the ability to turn their thoughts about work off are more resilient throughout their career (Alkema et al., 2008; Figley, 2002). For instance, counselors can express their feelings through writing in a journal, music or art. CONCLUSION Counselors enroll themselves in the helping profession because they want to assist other in need. Yet, counselors can become so overwhelmed by the exposure to the feelings and experiences of their clients and leave them vulnerable for compassion fatigue. Compassion fatigue, if left untreated, can spark a deterioration of personality and generate a decline in general health of the counselors. Thus, it is of vital importance to treat the helpers or counselors with compassion fatigue so that it do not reach a absurd situation where clients/victims are treated and helped, but those who help them experience such burnout that they can no longer function as mental health care providers or even continue their own life patterns as usual. Therefore, counselors and every mental health professionals must note and address the prevention steps in order to prevent compassion fatigue. In brief, compassion fatigue is a serious problem among members of the helping professions, but counselors will be a ble to get through it by acknowledging it, and staying connected to the good in their own life.

Principles of marketing Essay

1. Introduction   1.a What is marketing? Elements of marketing: Marketing is a business philosophy that seeks to address customers wants and needs by either determining what a customer wants or anticipating customer demands and then producing goods and services that meet these requirements. The marketing concept therefore differs significantly from the selling and the production concept, where it was what the firm produced that was sold. The production concept believed that all production sells and what is needed is a selling effort. In marked contrast, the marketing concept works first at determining what the customer needs and then producing the same so that the customer is satisfied. The elements of marketing include the customer, the product, the value of the product and the want it addresses. 1.b Advantages of marketing and criticism: The marketing approach ensures that the seller does not make mistakes in determining what the market demands. There is thus that much efficiency in the marketplace as production capacities are built depending on market feedback and what customers want. Also, as the marketing department knows what the customer wants, it is able to provide an efficient answer and design, at a cost that the customer is willing to pay. The marketing approach has also been criticized for its attempt at forecasting and determining personal choices. It is also criticized for influencing customers towards goods and services that they may actually not need, but are driven to these products through clever strategies that convert simple desires into burning needs. Marketing also has been criticized for using external influences through advertising and promotions to make people demand goods that they would otherwise not have found useful. Leveraging customer psychology to get people influenced by imaginary reference groups that they aspire to belong to, also is another tool used by marketing that is often criticized for its ability to attract customers. Modern marketing, with all available technology and databases that track customer behaviour, is a weapon that can be used by firms wanting to grab large market shares. It therefore tends to be unethical at times and needs string regulatory mechanisms. 1.c The marketing function The marketing function is a function that includes all activities that contribute to the marketing strategy and the marketing process. This function therefore covers all aspects of identifying customers, determining their needs, estimating wants, calculating total demand, building supply chains and constructing marketing promotion strategies through all available marketing channels. This also includes marketing controls and control systems that ensure that all activities undertaken by marketing departments are consistent with and in line with the objectives of the firm. The marketing planning and control mechanism tracks the various activities undertaken by the firm, and determines if the process is going as per plan. 1.d Marketing management: Monitoring and evaluating its marketing processes regularly, a firm is able to take corrective action. The monitoring of marketing activities is a specialized task that ensures the entire chain of activities is checked regularly, constant feedback taken and corrective measures instituted that bring the plan back to the path desired so the firm’s overall objectives are met and are not deviated from. The marketing function starts with a marketing plan that is a written statement of objectives and processes that the firm would undertake to meet its goals. This plan is constantly recalled to ensure the control system and the action plan sticks to the strategy that has been drafted. The plan takes into account the economic environment the firm exists in, the regulatory framework, and the demographic characteristics of the population, competitive forces and product characteristics. The marketing mix   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Product: The marketing mix is central to any marketing plan that a marketing strategy evolves. The marketing mix primarily looks at the four components that have defined marketing strategy. These four major components of a marketing plan are the Product, Place, Price and Promotion. The first – product, focuses on making the firm’s product something that is of value for the customer, is constantly redefined to meet changing tastes and is what is actually something that meets market demand. The product that is marketed is defined by its quality, its functionality, the appearance, the service that comes with the product and the support provided to the customer. It is important for the firm to produce a product that is of high quality. In a competitive market, it is no longer possible to sell a product that is not of high quality as there are several substitutes available and competitors are always ready to improve quality. Hence the product is defined by it functionality and the brand that is built around the product. The brand defines product quality and provides customers with information about the product even before the product is bought and used. Additionally, the product is defined by what the firm provides by way of after sales support and service. Modern brands provide products with warranties that cover the risk of failure after the product is sold to the customer. Brands are built around the various facets of the product sold. A brand carries an inbuilt guarantee of the usefulness of the product. Brand building is essential to marketing management and defines the product part of the marketing mix. Products are also made so as to acquire certain niches in the market and this can be either done through specific functionalities or through product differentiation. Place: The second component is place and this focuses on the fact that the product would be made available to the customer at the right time and at the right place. It also includes the aspect that the product should also be available in the right quantities. Non-availability will move customers away to another substitute while too large a stick will increase inventory costs. So the correct balance needs to be struck. The place component of the marketing mix depends on the logistics that go into supplying the product to the customer at the right place and at the right time. The logistics department must identify appropriate locations, the appropriate channels of distribution, the channel partners that take the product to the customer and ensure maximum coverage. The place also defines the point of contact with the customer, the point of purchase advertising and the support locations. Modern technology has added a new dimension to place by way of providing Internet and mobile access to marketers. Using mobile phones and online marketing, customers are able to access distant locations at the click of a mouse and check out the product in a virtual environment. Delivery is quick because of the developments in transportation and travel. Support and service can now be provided through distant, centralized locations that are accessible through support centers and call centers. Successful marketing in today’s environment is a function of how well the marketer leverages modern technology by way of online brochures, online advertising and payment gateways.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Price: The price of course is a critical component of the marketing mix. In a competitive market where goods are homogenous and perfectly substitutable, it is price that would ensure some buyers for a new product. On the other hand, in similar situations, a product that is priced high could occupy the position of a superior good and guarantees a premium only because it attracts prestige and value to the product. In goods and services that are price elastic, price can e used as a strategic tool to increase margins, whereas in price inelastic markets, prices need to be kept stable. A large number of marketing strategies focus on the price range a product offers and the income levels and consumption characteristics of the customer in the neighborhood.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Pricing is also a strategy that incorporates list prices and how they are estimated. The list price takes into account the competition and the channel margins. Where the marketer is using a push strategy, pricing must include incentives to retailers and wholesalers that enable them to push the product among the customers. Pricing also includes the strategy that involves using discounting and discounting sales to increase volumes periodically. Today pricing strategies also have to keep in mind leasing options and installment based payments. They must therefore allow for various financing options.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Promotion: The other important component of the marketing mix is the promotion package that is used by the marketer. Especially in a new market, where a product is being launched and introduced, it is critical for the market to accept the new product. Here is where the promotional aspect acquires a new dimension compared to the promotional strategy of a product that is entering a competitive market. Promotional strategies need to be carefully defined depending on the nature of the product and the market characteristics. The most important promotional tool used worldwide is advertising and this in the modern world is a strategic decision that must take into account the advertising mix that calculates what amounts of money and effort be spent on television, print media, internet advertising, bill boards, radio stations and mail brochures.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Also, in the days of consumer movements and regulatory mechanisms, it is important for promotion to concentrate on public relations. Most brands today spend a lot of effort in maintaining public relations through regular contact with the consumers and the media. Also promotion in specific goods and services is carried out through a direct sales network that requires a great amount of coordination and networking. It is also important to remember that, given its scope and coverage, promotion is an activity that requires scientific budgeting and monitoring. Promotion as an activity needs to cover the target audience, the end customer, the opinion makers and the potential buyers and channel members that could be part of the future supply chain.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The 4 P marketing mix model has been the one most used by various marketers all over the world and ensures that each of the marketing function gets covered and focused on. There have been those who have argued for a 5 P and even a 7 P marketing mix, especially to cover service products. The one extra P that is most often talked about is People, the human resource component that actually makes the efforts in tackling the 4 Ps. In any marketing firm, where customers need to be convinced and must trust the product, it is the people handling the product, the promotion and the supply chain that need to be extremely well trained, motivated and understanding of customer demands. Therefore it is often argued that the marketing mix must give an equal emphasis on its people and their training and incentives. However the 4 Ps discussed above are the most critical and need to be focused on to be able to successfully compete at the market place. Buyer behaviour   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3.a Purchase decision: Purchase decision is a complex mechanism that involves a .large number of steps. The buyer behaves differently for high involvement and low involvement products. Products that are expensive and are in the nature of assets are high involvement products where the consumer takes time and makes efforts to look at various possible substitutes and competitors before making the purchase decision. The purchase decision is therefore sees to go through the various steps. There is a need recognition phase where the marketing begins. Here the buyer defines what his needs are the starts exploring possibilities that would solve the need. High involvement products there fore need great amounts of research before the buyer is able to decide. On daily consumables like soaps and toothpaste the buyer may not be as highly involved and easily makes decisions. Therefore after the need recognition process, the buyer then goes of ran information search through which a set of alternatives emerge. These are then weighed against various constraints and then the actual purchase decision is made. What follows is the post purchase behaviour and in this the buyer may actually regret making the decision or may go away satisfied. Marketers need to understand what is referred to as post purchase dissonance to be able to ensure good word of mouth promotion from existing customers.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3b. Reference groups, culture: Of course buyer behaviour depends a great deal on the cultural background where the market exists. In savings oriented societies buyer behaviour is quite different form societies marked by conspicuous consumption. Also buyers in certain societies are bound to make far more careful decisions than in certain other cultural frameworks. Also groups tend to alter behaviour is different settings. The reference group is a major decision maker for most customers who would like to reach a group that they aspire to belong to through similar buyer behaviour. This is why a large number of celebrities are used to sell products and promote them. To influence buyers who consider these celebrities as these reference groups and inspirational groups. 4. New product development   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Market plans and market strategies therefore are complex mechanism that must look at various aspects of buyer behaviour, product characteristics and promotional strategies. Very often in such mechanisms, it becomes critical for firms to make decisions regarding innovation and new product development,. It could sometimes to easy for a firm to simply provide a market with existing demand and give the same product that exists at a better price and better place. However this might not work as the first mover ahs an advantage. Also the demand levels keep changing as culture changes and incomes change.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Therefore new products must be offered and innovations required both in developing new products, in new segmentation strategies, in product differentiation, in defining new niche markets and in being able to design both push and pull promotional strategies. Innovation is the name of the game as markets become more competitive and the customer more demanding. Market strategy demands that innovative strategies and products be designed keeping the basics in mind – that of the need to study and satisfy customer demand. Marketing is a science that attempts at assessing demand and developing products and promotions that meet this demand at appropriate prices and places. Innovation in marketing must keep this design in mind and develop new processes and products that work at the market place. References Moorman C. and Rust T. R., (1999) The Role of Marketing, Journal of Marketing, Fundamental Issues and Directions for Marketing Webster F. E., (1992) The Changing Role of Marketing in the Corporation, Journal of Marketing Borden, N. H., (1964) The concept of the marketing mix, Journal of Advertising Research Howard, J and Sheth N. R. (1969), The theory off buyer behavior, John Wiley and Sons. Peter P. J. and Olson J. C., (2004) Consumer behavior and marketing strategy. Irwin/McGraw-Hill Grà ¶nroos C, (1991)The Marketing Strategy Continuum: Towards a Marketing Concept for the 1990s,   Journal: Management Decision Hooley G, Saunders J and Nigel Piercy N., (2004), Marketing Strategy and Competitive Positioning FT Prentice Hall Wind Y, Robertson TS., (1983) Marketing Strategy: New Directions for Theory and Research,   Journal of Marketing Fill C, (1995) Marketing communications: frameworks, theories and applications, Prentice Hall Mela CF, Gupta S, Lehmann DR, (1997) The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice, Journal of Marketing Research

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Kant s The Categorical Imperative - 875 Words

Kant believed that good intentions count. He also thought that the morality of an action is determined by the intentions behind it rather than its consequences. Kant tells that courage isn’t good by itself, but good when combined with good intentions. In Kant’s eyes, consequences are irrelevant to assessments of moral worth. He believed the only appropriate motive for moral action is a sense of duty. Sense of duty is doing something solely because it is the right thing to do, not just acting purely out of inclinations is the only just motive for action. Kant defined maxim to be the underlying principles motivating an action which determine its moral worth, not the end result. This sharply contrasts with Mill’s utilitarianism. Kant developed the categorical imperative which is based on Kant’s belief that morality is derived from rationality. The categorical imperative is an absolute moral law to be upheld regardless of circumstances. He was a deontologist, meaning that he believed that moral judgement is contained in the action alone. His categorical imperative is broken down into three maxims. The first is universality which means that for an action to be moral in your circumstances, it must be okay for everyone else in the world to do also. The next maxim is to always treat people as an end rather than a means to an end. This means that someone can never lie or manipulate someone for any reason. The third maxim is that everyone should behave as if they are the absoluteShow MoreRelatedKant And Kant s Categorical Imperative1241 Words   |  5 Pages Immanuel Kant, an 18th-century moral philosopher, had contended that the fundamental principle of morality is the Categorical Imperative, from here will be additionally labeled as (CI) or otherwise mentioned. He supported his view by suggesting a pure moral philosophy; a metaphysics of morals that is not solely for rational beings to explore different ¬ sources of basic moral principle s that are found through their own observational experience a priori, but additionally for the sake of morality asRead MoreKant s Categorical Imperative Essay1246 Words   |  5 Pagesutilitarianism, Kant was more focused on intent and action itself. This leads into one of Kantian ethics main ideals; you mustn’t treat another human being as a means to an end. Kant’s Categorical Imperative (CI) is a deontological theory, which relied heavily on his belief that humans are all capable of reason in the same manner, on the same level (A Brief Summary of Kant s Categorical Imperative, 2012). Kant recognized 2 kinds of moral ‘imperatives’, a hypothetical imperative (what must be doneRead MoreKant s First Categorical Imperative984 Words   |  4 PagesI will not use a person s information for my own profit without his consent. (1) According to Kant’s first categorical imperative, the formula of the universal law, â€Å"Act only on that maxim through whic h you can at the same time will that it should become a universal law.† (Korsgaard) (2) Kant stated that people should act from the maxim or their own personal rule. (3) Therefore, under the rule, using a person’s information for profit without his consent is an irrational action, so it is unethicalRead MoreKant s Categorical Imperative Of The Modern Era826 Words   |  4 PagesEmmanuel Kant was an influential philosopher and strong proponent of the modern era. Besides his large contribution to epistemology and metaphysics, his work in ethics was just as substantial. Kant’s ethics came to propose an objective morality, where moral judgments is not only true according to a person s subjective view. He believed the moral worth of an action is not determined by its consequence but the motive behind it. Through Kant’s ethics, he demonstrates this duty through his unconditionalRead MoreKant s Categorical Imperative Essay1454 Words   |  6 PagesIn this paper , I will explain the concept of Kant’s Categorical Imperative, and show how he used it to justify why it is wrong to lie to an inquiring murderer. I will note how he arrived at this conclusion, and why I consider it to be the correct moral answer. According to Kant, the Categorical Imperative is the supreme law of morality by which a particular rule that an individual takes as a maxim must be accepted by all rational beings. This universal acceptance is what judges an action to beRead MoreKant s Categorical Imperative Essay1190 Words   |  5 PagesIn section I of Immanuel Kant’s categorical imperative, Kant argues that every human being alive is subject to the categorical imperative. Kant came to this conclusion by arguing that the only thing that is good without needing qualification is a good will. Throughout this paper I will discuss Kant’s good will and his three propositions. A good will is an act done from duty and motivated by respect. If a person manifests a good will in action, the respect for duty determines that I do the actionRead MoreKant s Categorical Imperative Essay2239 Words   |  9 PagesKant’s Categorical Imperative An imperative is the linguistic form of a ‘command of reason’. In section II of the Fundamental Principles of the Metaphysics of Morals, German philosopher Immanuel Kant writes, â€Å"the conception of an objective principle, in so far as it is obligatory for a will, is called a command (of reason), and the formula of the command is called an imperative.† It is a rule telling us what we ought to do. He distinguishes between two types of imperatives: hypothetical and categoricalRead MoreKant s Categorical Imperative And Morality1297 Words   |  6 PagesKant: The Categorical Imperative and Morality Immanuel Kant, a Prussian philosopher, was a leader in the rationalization of society and morality. His revolutionary law, known as the categorical imperative, was a major step toward freeing morality, and people in general, from the bounds of a religious authority or moral absolute to judge them. Working during the Enlightenment, he contributed to the flow of similarly progressive ideas during this pivotal era in human development and knowledge. BroughtRead MoreKant s Categorical Imperative Essay1448 Words   |  6 PagesKant’s categorical imperative is a natural conclusion of reason when searching for a moral guideline that does not depend on previous expense but reason alone. The categorical imperative can be explained in many different ways. Kant offers five formulations in his work groundwork of the metaphysics of morals. The formulations of Kant’s categorical imperative can be considered a test. If your maxim passes the test then your actions under that maxim wi ll be good. The formulations that Kant offers,Read MoreKant s Categorical Imperative Essay983 Words   |  4 PagesImmanuel Kant is known for his absolute and idealistic approach to answering this question, with which he provides us a medium to answer it. Kant calls this his categorical imperative. Throughout this paper I will break down Kant’s view on ethics, explain one formulation of his categorical imperative, and evaluate his theory on an existential level. Kant was a firm believer that there are two different worlds. He called them the â€Å"World of Phenomena,† and the â€Å"World of the Noumena.† Kant describes