Carl Rogers Essay Example for Free

Carl Rogers Essay Experience is, for me, the highest authority. The touchstone of validity is my own experience. No other persons ideas, and none of my own ideas, are as authoritative as my experience. It is to experience that I must return again and again, to discover a closer approximation to truth as it is in the process of becoming in me. -Carl Rogers, On Becoming a Person Best Known For: †¢Carl Rogers is best-known for his nondirective approach to treatment known as client-centered therapy. †¢His concept of the actualizing tendency. †¢Developing the concept of the fully-functioning person. Birth and Death †¢Born January 8, 1902 †¢Died February 4, 1987 Timeline of Events: †¢1902 Carl Rogers was born in Oak Park, Illinois. †¢1919 Enrolled at University of Wisconsin. †¢1924 Graduated from University of Wisconsin and enrolled at Union Theological Seminary. †¢1926 Transferred to Columbia. †¢1931- Earned Ph.D. from Columbia. †¢1940 Began teaching at University of Ohio. †¢1946 Elected president of American Psychological Association (APA). †¢1951 Published Client-centered Therapy. †¢1961 Published On Becoming A Person. †¢1980 Published A Way of Being. †¢1987 Nominated for Nobel Peace Prize. Early Life: Carl Rogers enrolled at the University of Wisconsin in 1919 as an agriculture major, but later changed to religion. After attending a 1922 Christian conference in China, Rogers began to question his career choice. He graduated from the University of Wisconsin in 1924 with a bachelors degree in History and enrolled at the Union Theological Seminary before transferring to Teachers College of Columbia University to complete his masters degree. He completed his doctorate at Columbia in 1931. Career: After receiving his Ph.D., Rogers spent a number of years working in academia, holding positions at Ohio State University, the University of Chicago, and the University of Wisconsin. It was during this time that Rogers developed his approach to therapy, which he initially termed nondirective therapy. This approach, which involves the therapist acting as a facilitator rather than a director of the therapy session, eventually came to be known as client-centered therapy. After a number of conflicts within the psychology department at the University of Wisconsin, Rogers accepted a position at the Western Behavioral Studies Institute (WBSI) in La Jolla, California. Eventually, he and several colleagues left WBSI to form Center for Studies of the Person (CSP). Carl Rogers continued his work with client-centered therapy until his death in 1987. Contributions to Psychology: With his emphasis on human potential, Carl Rogers had an enormous influence on both psychology and education. Beyond that, he is considered by many to be one of the most influential psychologists of the 20th century. More therapists cite Rogers as their primary influence than any other psychologist. As described by his daughter Natalie Rogers, he was a model for compassion and democratic ideals in his own life, and in his work as an educator, writer, and therapist. Selected Works By Carl Rogers: Rogers, C. (1951) Client-centered Therapy: Its current practice, implications and theory. Boston: Houghton Mifflin. Rogers, C. (1961) On Becoming A Person: A Therapists View of Psychotheraphy Boston: Houghton Mifflin. Rogers, C. (1980) A Way of Being. Boston: Houghton Mifflin Biographies of Carl Rogers: Cohen, D. (1997) Carl Rogers. A critical biography. London: Constable. Thorne, B. (1992) Carl Rogers. London: Sage. Sources: Rogers, N. Carl Rogers Biography. http://www.nrogers.com/carlrogersbio.html

Conclusion and Recommendation for Dhaka Bank Study

Conclusion and Recommendation for Dhaka Bank Study The objective of this study was to explore and analyse the social banking by Dhaka Bank through its banking marketing mix and the CSR policies. The findings of an investigation of these organisational processes in a Bangladeshi Banking system and the contribution to its customers as well as the society prove the banks the bank position in a positive manner. The banks customer service policies started operating with the aim of achieving the customer satisfaction by offering the razor sharp service through accuracy, trustworthiness, on time delivery, innovative technology, and tailored solution for business needs. Beside this bank tries to reach in Global trade and commerce and high yield on customers investments-the sum of which is, in their words, Excellence in Banking. This is the mandatory aim for a service oriented organization by which they can contribute their social bonding. The first contribution of the study is stated that the marketing mix of the bank and the customer satisfaction on the service marketing linked to the adoption of organisational culture and commitment to the customer in a single organisation. Although researchers have called for scholars to adopt a wider range of perspectives in analysing the culture of organisations (Martin 1992, 2002; Harris and Ogbonna 1998), some other researchers have given emphasize on the social value of the organizations. The sense of this approach to organisational analysis is plagiaristic through the deliberation that companys members are entrenched in practices which are constituted in social norms and which are characterised by numerous, sometimes incompatible meanings (Casey 1999; Alvesson 2002). This attitude helps the banks reputation to the wide range of the customer. Environmental value à £Ã†â€™Ã‚ »awareness building on global warming à £Ã†â€™Ã‚ »Resource recycling à £Ã†â€™Ã‚ »Preservation of water resources à £Ã†â€™Ã‚ »Preservation of natural environment Employees value à £Ã†â€™Ã‚ »Equal opportunity, non-discrimination à £Ã†â€™Ã‚ »TD, continuity of employment à £Ã†â€™Ã‚ »Compatibility of work family life à £Ã†â€™Ã‚ »Support for employment of women à £Ã†â€™Ã‚ »Work safety hygiene Market value à £Ã†â€™Ã‚ »Fair trade competition à £Ã†â€™Ã‚ »Consumer rights à £Ã†â€™Ã‚ »Supply chain management à £Ã†â€™Ã‚ »Growing profitability à £Ã†â€™Ã‚ »Growing shareholder value Social value à £Ã†â€™Ã‚ »Dialogue partnership with community à £Ã†â€™Ã‚ »Ensure safety of community à £Ã†â€™Ã‚ »Contribution investment in community à £Ã†â€™Ã‚ »Relation with politics public administration à £Ã†â€™Ã‚ »Cooperation collaboration w/ intl bodies Management integrity à £Ã†â€™Ã‚ »Commitment of top management à £Ã†â€™Ã‚ »Corporate governance (3rd party perspective) à £Ã†â€™Ã‚ »Ethical legal compliance à £Ã†â€™Ã‚ »Disclosure accountability à £Ã†â€™Ã‚ »Risk management Management integrity and the corporate values of the Dhaka Bank Beside the mainstream business services, they also have the responsible corporate citizenship among the private sector organizations of Bangladesh. So far the bank has a standing on a quite sound financial base, and is operated by a team of seasoned bankers. It has been reviled from the study that the bank has attractive liability products for all divisions of the society, and tries to fulfill the financing needs of large corporations to SMEs to the personal in need of consumer finance. The banks growth trend tells us that it would become a major player in the banking arena of Bangladesh if the quality of service is duly maintained (Dhaka Bank 2009). Most of the big companies commitment and job satisfaction of their employees depends on the perceptions of managers use of power and procedural justice and that can play an important role among the companys internal satisfaction. This is another tool of varying the CSR of a company. In Dhaka Bank the researcher has found the manager are dealing their internal matter by discussing with the higher authority and Marketing Mix Dhaka Bank Ltd Customer satisfaction Product Wide verities of deposit and loan Products Satisfied Price The interest rate and service charge for loan product is comparatively higher than the state owned commercial banks. On the other hand the interest given for the deposit scheme is comparatively higher. Moderate Place This bank has comparatively more branches in urban area. 40% of their branches in Dhaka city. The ATM booths are also in the central area. Satisfied (They have only urban customer) Promotion This bank uses following promotional activities on a large scale, like; personal selling, public relation, Advertisement, publicity and sales promotions. Satisfied Physical Evidence This bank has lucrative branches with central air conditioner. Their branches have good sitting arrangement and nice outlook. Satisfied Process This bank has shortcut and easy process in opening account, sanctioning loan and remittance transfer Satisfied People This bank has comparatively smart employee with cordial approach to customers Satisfied Though managers legitimate and reward power bases were unrelated to employees organizational commitment and job satisfaction, in contrast, managers referent and expert powers were strongly related to employees organizational commitment and job satisfaction. This implies that, managers may most effectively build employees loyalty and support through development of power bases. Similar results were also found in case of the DBL. These findings suggested that employees felt comfortable and enthusiastic working under managers with high expertise. It could also be related to cultural issues. In Bangladeshi culture, higher level authority is expected to be more aged, educated, and experienced. The higher rank employees are expected to provide guidance for the lower rank employees. Following this guidance the lower rank employees will grow within the organization. When the managers are not able to provide guidance, employees feel low in confidence and usually perform the jobs in their own i ndividual way. Perceived Quality Customer loyalty Perceived Value Over all Customer satisfaction Customer Expectations Customer complaints + + + + + + + American customer satisfaction model (Fornell et.al. 1996). The research also revealed that employees need to see effective use of power and procedural justice. This will create a sense of belonging to the organization for the employees and should enhance organizational outcomes. The reward system would help to motivate managers to serve the organization better. In the competitive business world, a firm needs to respond to its customers and employees faster than its competitors By the time we are discussing about the DBL, we have found some important lackings those they might not be aware of. But these obstacles are very serious and might be huge in future. These are: Lake of flexibilities to cope with the recent and dynamic changes in the banking environment. There are not enough branches of DBL across the country. Thats why they are failing to capture a huge market In spite of being one of the best commercial bank of this country, DBL is not having a proper market research team and product development team. 13.0 Recommendations Any organization has to operate within its environment, and its success or failure is decided through the interplay of strategy, competition, stakeholders priorities and macro economic environment. They also have to stay within their limitations to solve their problems. Here some recommendations are given below: To cope with the changes in the macro operating environment, DBL should perform its SWOT (Strength, Weakness, Opportunity, and Threat) analysis and make prudent adjustments to be in the competition. Among other things, the bank must increase its reach by opening new branches across the country, and thereby developing a large core deposit base. Many new products are being introduced by banks and non-banking financial institutions (NBFIs) every now and then. That is why DBL must have a market research team and product development team to identify the underlying market trends and catch them up for the best interest of the banks stakeholders. The bank must give proper attention to maintaining the quality of service it has already attained-because customer satisfaction is the key of profitability in this age of tough competition on a small turf. These are all the recommendations that we can provide on behalf of DBL. They should be very careful about solving their problems. Because they are one of the top commercial bank in the country and they do have their reputations. They need to solve their problems at the same time need to keep their goodwill. There are competitors as well, who are on their toes to get benefited against their little faults.

Self-Concept and Education :: Education Learning Educational Essays

Self-Concept and Education An attractive dark-skinned black child with a tall and slender body, Jewel inhabits her third-grade universe with the energetic self-assuredness of someone who is eager for the next lesson, the next week, the next grade, her future. She's eight years old-going on nine, not nineteen, and you wouldn't guess that her mother died of a drug overdose a couple of years ago. You don't have to guess because her teacher will freely share the information with you a stranger--accompanied by an expression filed with smugness about self-fulfilling prophecies--if you comment even casually about Jewel's good attendance and punctuality record, praise her consistently neat home and class work admire her excellent handwriting, one of the best cursives in the class. In a classroom of thirty third-graders, Jewel is one of two black children. The other child is racially mixed with some African-American parentage but her physical features and color blend in seamlessly and nearly anonymously with all of th e other tan, tawny, golden Latino, Filipino, white, and Asian children in the class. This is a restless bunch of third- graders, except for those half-dozen who are usually too sleepy or enervated by 9:00 or 10:00 a.rn. to do any more than put their heads down on the desk when they can. Five or six students are always extremely quiet in the class, but the behaviors of the majority range from the docile but talkative to the intensely and continually disruptive and unmanageable. Jewel is talkative but is also wary and sensitive; she watches the others, watches the teacher, and desists when necessary. She has reasonable self-control, does not appear to be incorrigible, is cooperative and tractable most of thc time, is appropriately silent and focused for stretches of time, and is considered a good student by the usual everyday measurements. On this day, Jewel is talking and laughing, almost dancing--so absorbed and delighted with her classmates' topic or the moment--with the enviable childhood balloon of rising silliness and laughter that no brow-wrinkling, long division problem can easily burst--Jewel gets louder and forgets to be watchful, but it is too late. The teacher looks toward Jewel from the other side of the room, and I can tell from teacher's expression--her mean-curved lips, the narrowing of her wide blue eyes, her reddening cheeks--that Jewel is toast. From across the room teacher yells, "Jewel, sit down and be quiet--you're acting like an animal!"

Slim and George in John Steinbecks Of Mice and Men :: Steinbeck Of Mice and Men Essays

In the novel Of Mice and Men, by John Steinbek, there are several characters that make the book as interesting as it is.   For example, Slim and George are two characters who are alike in some ways, yet are different in many others.   They both want to be leaders, but only one of them can.   George and Slim have many characteristics, but there are reasons why Slim is considered a leader by his co-workers and George is not.    George is an ordinary man, unlike Lennie who is mentally retarded.   He promotes moral responsibility unlike Lennie or Curley’s wife. His need for companionship exceeds the generally accepted traditional remedies for loneliness.   He has some major physical characteristics that are noted by many people, which are restless eyes, strong small hands, thin arms, and a bony nose.    Slim is the moral judge of the bunkhouse.   He is a skilled workman.   With being the skilled workman that he is, he can gain acceptance by not claiming anything, but by just being himself.   That causes him to be a figure of integrity for many people.   Furthermore, Slim can be very concerned and helpful.   For example, Slim immediately thinks of getting a doctor for Curley, when Lennie crushes his hand.    There are many reasons why George is not a leader.   For example, he is always thinking about the future.   For example, he constantly asks himself questions such as, where will they work next?   Will he ever get his dream?   How can he protect Lennie from doing bad things?   Another reason for George not being a leader is because he works fairly well, but he does not stand out. That does not provide himself with any pride or satisfaction, therefore he has to look somewhere else for those qualities.      There are many reasons why Slim is a leader.   For example, Slim is the only had who appears to have a self-confident direction.   Another reason is because he has a reputation for craftsmanship.   That provides him with a source of pride and satisfaction.   When Slim receives the pride and satisfaction, he does not throw superiority in his partner’s faces.   That is why Slim is respected and viewed as a leader by his partners. Slim and George in John Steinbeck's Of Mice and Men :: Steinbeck Of Mice and Men Essays In the novel Of Mice and Men, by John Steinbek, there are several characters that make the book as interesting as it is.   For example, Slim and George are two characters who are alike in some ways, yet are different in many others.   They both want to be leaders, but only one of them can.   George and Slim have many characteristics, but there are reasons why Slim is considered a leader by his co-workers and George is not.    George is an ordinary man, unlike Lennie who is mentally retarded.   He promotes moral responsibility unlike Lennie or Curley’s wife. His need for companionship exceeds the generally accepted traditional remedies for loneliness.   He has some major physical characteristics that are noted by many people, which are restless eyes, strong small hands, thin arms, and a bony nose.    Slim is the moral judge of the bunkhouse.   He is a skilled workman.   With being the skilled workman that he is, he can gain acceptance by not claiming anything, but by just being himself.   That causes him to be a figure of integrity for many people.   Furthermore, Slim can be very concerned and helpful.   For example, Slim immediately thinks of getting a doctor for Curley, when Lennie crushes his hand.    There are many reasons why George is not a leader.   For example, he is always thinking about the future.   For example, he constantly asks himself questions such as, where will they work next?   Will he ever get his dream?   How can he protect Lennie from doing bad things?   Another reason for George not being a leader is because he works fairly well, but he does not stand out. That does not provide himself with any pride or satisfaction, therefore he has to look somewhere else for those qualities.      There are many reasons why Slim is a leader.   For example, Slim is the only had who appears to have a self-confident direction.   Another reason is because he has a reputation for craftsmanship.   That provides him with a source of pride and satisfaction.   When Slim receives the pride and satisfaction, he does not throw superiority in his partner’s faces.   That is why Slim is respected and viewed as a leader by his partners.

The Cardiac Cycle :: Papers

The Cardiac Cycle The cardiac cycle is the sequence of events that occur when the heart beats. There are two phases of this cycle: * Diastole - Ventricles are relaxed. * Systole - Ventricles contract. During the diastole phase the atria and ventricles are relaxed and the atrioventricular valves are open. De-oxygenated blood from the superior and inferior vena cava flows into the right atrium. The open atrioventricular valves allow blood to pass through to the ventricles. The SA node contracts triggering the atria to contract. The right atrium empties its contents into the right ventricle. The tricuspid valve prevents the blood from flowing back into the right atrium. During the systole phase the right ventricle receives impulses from the Purkinje fibers and contracts. The atrioventricular valves close and the semilunar valves open. The de-oxygenated blood is pumped into the pulmonary artery. The pulmonary valve prevents the blood from flowing back into the right ventricle. The pulmonary artery carries the blood to the lungs. There the blood picks up oxygen and is returned to the left atrium of the heart by the pulmonary veins. In the next diastole period, the semilunar valves close and the atrioventricular valves open. Blood from the pulmonary veins fills the left atrium. (Blood from the vena cava is also filling the right atrium.) The SA node contracts again triggering the atria to contract. The left atrium empties its contents into the left ventricle. The mitral valve prevents the oxygenated blood from flowing back into the left atrium. During the systole phase the atrioventricular valves close and the semilunar valves open. The left ventricle receives impulses from the Purkinje fibers and contracts. Oxygenated blood is pumped into the aorta. The aortic valve prevents the oxygenated blood from flowing back into the left ventricle. The aorta branches out to provide oxygenated blood to all parts of the body. The oxygen depleted blood is returned to the heart via the vena cava. Atrial systole Ventricular systole Ventricular Diastole

Healthy Eating Habits of African Americans Essay

America is an overweight nation with many being considered obese; African Americans in particular, make up a considerable fraction of the population due mainly to culturally poor eating habits and inactive lifestyles. The latest Gallup-Healthways well-being Index survey shows that up to 63. 1% of the US population was overweight or obese in 2009. That means two out of every three adults and 17% of children in this country are overweight. Out of that number, approximately 60% are African American men and 78% African American women. The survey also says that African Americans were the most likely to be obese at 36. 2% compared to a national average of 26. 5%. Disturbingly, African Americans rank at the top of many similar health studies. This group is at a higher risk for chronic diseases. Chronic diseases are normally lifetime diseases that have no cure, but can be treated and maintained. African Americans lead all other ethnic groups in the nation in most statistics on obesity. Even though the numbers are alarming and a bit sobering, there are a variety of unhealthy habits that help contribute. The top reasons for many of these social and health issues lifestyle choices that can be prevented by proper education on health and fitness. For many Americans, poor lifestyle choices make for vulnerability to an assortment of health issues. One of the challenges for African Americans to overcome is healthy food choices. The cultural diet that many African Americans share makes this even more of a hurdle so to speak. African Americans have a rich family tradition of soul food that can present problems for today’s less active lifestyles. Many African Americans accept the notion that soul food is African-American recipes that have been handed down from generation to generation. â€Å"Soul food† meals traditionally depend on high levels of sugar, fat and salt for flavoring. Even though this may have some degree of truth to it, decreasing portion sizes and modifying recipes, can insure that blacks continue their cultural heritage of family eating traditions without expanding their waistlines. Decreasing the holesterol, fat and sodium content in their diets; African Americans can significantly reduce the risk of diabetes complications. Often these instructions by doctors and fitness experts result in dishes that can seem unfamiliar. According to the Department of Agriculture, (2002)11% of American households did not have access, at all times for to enough food for their family to support an active and healthy lifestyle. There is a direct relationship in the diets and eating habits of African Americans based on their socioeconomic status and education. African Americans have this and other cultural challenges to overcome. For example frying food is common method of cooking for African Americans due to the fast cooking time and versatility of meals that can be arranged quickly. The lack of affordability of higher quality meats, vegetables and fruits can also impact the opportunity leaner diets. A large amount of African Americans are on the poorer end of the poverty scale. Families scrambling to barely feed their households often select the cost conscious foods versus nutrition. The average African American family household income according to the Economic Census Bureau report (2007) was $33,916 compared to $54,920 for non-Hispanic White families. These issues are by no means excuses and in fact, change easily by a focus on health education and better diets alternatives. Meals can be modified by purchasing meats with less fat, fresh, green vegetables and fruit. African Americans can choose also choose better cooking methods such as baked, grilled or broiled. These methods can reduce saturated fats, cholesterol, and sodium while keeping the original, intended flavor of the food. Many cookbooks and recipes have been created to offer options and alternative to traditional soul food and unhealthy â€Å"quick† meals. African Americans of all ethnic groups in the United States have shown the most difficulty choosing diets that are low in fat and high in fruits, vegetables, and whole grains. This would require a huge change in diet quality and working against this is the greater marketability of packaged and processed foods. The packagings of processed foods seem strategically designed to attract certain demographics and African Americans do not seem to be exempt. African Americans have the highest risk of almost all diet-related disease when compared to their non-Hispanic white counterparts. Heart disease, cancer, stroke, and diabetes are all leading causes of death in blacks. It’s a well know fact that being overweight can be dangerous to our health, however African Americans have to worry more about life-threatening disease like Type 2 diabetes, high blood pressure, heart disease and certain forms of cancer. African Americans are twice as likely to be diagnosed with diabetes as non-Latin white adults. Type 2 diabetes is more prevalent in African Americans because fat interferes with body’s ability to use insulin. Death from heart disease was 30% more likely among African Americans compared to their white counterparts. (2005, CDC) The most serious forms of cancer like lung, prostate, breast, and stomach also are more likely to be a cause of death in blacks than whites. These often fatal diseases can be traced back to poor eating habits. Heart attacks are often discovered to start from blockage of arteries from high cholesterol and saturated fat. Proper screening and regular checkups is a proactive way to early detection. Many African Americans do not get blood screenings or physicals regular, let alone have a primary-care physician. Changing to more active lifestyles and a regular exercise routine are critical ingredients needed to reduce the chances African Americans have for stroke and heart attack. According to the Centers for Disease Control and Prevention, African Americans were 50% less likely to participate in active physical activity as non-Hispanic whites. Considering this, it’s of no surprise that they die from heart disease and stroke almost twice the rate of Whites also. A professor at the Pennington Biomedical Research Center in Louisiana, Robert Newton Jr. , PhD, said in his Exercise for African Americans article that one of the perceptions of African Americans have is the belief that work provides sufficient exercise. Many African Americans are blue collar workers and often do strenuous jobs. He goes on to say other so-called barriers African Africans declare prevents them from regular exercise are myths like messing up their hair styles or dislike of public showers. Whether there is any validity to these claims or not, African Americans must educate themselves on the benefits of regular exercise and the affects of an in-active lifestyle. There are many books, programs, clubs and social activities that offer the specific, specialized support African Americans need in order to improve their overall health as a group. Many unhealthy habits of African Americans can be changed by simply adding in a regular exercise routine. Regular exercise brings along with it the desire to eat healthier. African Americans will first need to make some tough and ometimes unfamiliar choices. Choosing a family doctor or primary care physician is a positive step in the right direction. This is especially important when there are current health issues or one hasn’t been active lately. Educating themselves around the specific trends and downfalls they have as an ethnic group, can be a motivating factor in a lifestyle change. Also, developing a regular exercise routine will take firm commitment and discipline. One of the easiest ways African Americans can incorporate this into their current lifestyles is to start sneaking it into their daily activities. For example, they could take the stairs instead of the elevator at work, or go for walks during breaks or lunches. Even doing housework at a fast past can get the heart rate up and pumping. Yard work like raking leaves can provide extra-curricular activity too. Gym memberships and personals trainers can be a barrier to some African Americans due to the costs and fees associated with them. African Americans don’t have to look very far to find alternatives. Various local churches sponsor health programs or have created fitness committees to help improve their congregations health. A lot of companies sponsor mini-marathons or charity races to help a local cause and keep its staff in better physical shape. African Americans are still at the highest risk for a shorter life expectancy due to generations of poor eating habits and a lack of general health knowledge. These trends are evident in many Americans, but disproportionately still more in African Americans. With continued focus, attention and education by experts, schools, churches, even media and society as a whole, there can be a cultural shift. African Americans can close the gap between them and other ethnic groups in health statistics like obesity and body mass indexes (BMI). This is especially essential between blacks and non-Hispanic whites where the biggest gaps are evident. Chronic and diet related diseases like hypertension, diabetes, heart disease and cancer can all partly be attributed to lifestyle choices. Healthful living, proper diets, and active lifestyles can greatly improve the health of all Americans, but essentially the African American people.

Obesity and Dove Company

Case Study : Dove in global market. ‘We want to challenge the definition of beauty. We believe the beauty have become too narrow in definition. We want to defy the stereotype that only young, blond and tall are beautiful’ (Phillippe Harousseau, Dove’s Marketing Director) Dove profoundly runs their CFRB (Campaign For Real Beauty) over the world, whereby they choose to use real women, which define as non-setting up of image, or original natural beauty and use in the campaign advertisement, focus on cultural issue, US receive great feedback from the public, company believe US market are growth matured since consumer are able to take words easily, for an example, Dove recent advertisement in US, as below, The company design the advertisement in the sense of alternative, it’s consider a strategy to target female market, according to research which conducted by Dove Company (U. S. Obesity Trends, 2009), overweight and obesity problem is still slightly increasing every years, Dove define it as a good market opportunity, in order to fit into the market, campaign like ‘Stand for something big and deliver it’ actually running in United State, the main purpose is to telling their consumer, do not concern able the problem of overweight, do not hide, Dove are here to tell audience, they are beautiful because they are not pretend to be beautiful. Finally, the concept of the whole campaign by revealing the problem, get a very good respond from the public, Dove acting as personal caring to everyone, and prospectors are thinking Dove is stand on consumer side, feel and understand their problem, PR department does evaluated while post-event stage, generally Dove company concluded aiming obesity population will typically increasing their sale. The problem of translation and expression is still occur from years 2005-2008, advertisement below, European country opinion toward freckled skin do not receive pretty much positive value upon itself, the advertisement in the testing stage actually using the word freckled instead of flawed, but some kind of rejection appear on the market, PR and in-house agency for Dove company immediately conduct a focus group on differences country, they found out, the word ‘freckled’ ndirectly offending women who face the problem, instant consideration given to the translator to actually look for a suitable word to replace ‘freckled’, and finally came out with ‘flawed’, post-event group survey the market opinion, the campaign achieve higher value in the view of their perspective buyer, public think the word ‘flaw’ is acceptable because the word ‘freckled’ can indirect define as a illness for skin, but ‘flawed’ is still r epresent a healthy status compare to the previous word choice. Western and eastern country contain hundred and eighties degree of different upon cultural value, Dove Company realize the same event running in US can’t be apply in Japan, 2 factors affected the trend, one is the general opinion and stereotype on judging beauty for women is totally different, secondly, Japanese education is typically different in sense of how they can think as open as European does, other than that, media selection play important rule because Japan is developed and advance in technological device, population density is higher compare to US, meanwhile the accessibility must be as high as possible, CFRB event declined at Japan while the testing stage is running at years 2005 to 2006, local advertising agency Ogilvy & Mather ASIA Pacific adapting to the Japanese lifestyle, and came out with a event so call ‘ACTIVATION’ at September 2008 (Creative Director David Morgan, 2009), due to the existing problem, Japanese do not agree on voting or judging in some weakness point that clearly can be seen or tangibility, like freckled skin, or overweight problem, so ‘ACTIVATION’ is some kind of education base to telling viewer, think carefully, revealing is not a problem, Activate and generate your mind in no time! As a result, this event is still running in Japan, and it’s receiving a positive feedback from the public, and the concept of original beauty is still delivered successfully. Promotion part, Dove have more than 50 types of product launched in the market, several context and competition running in those country where Dove is able to reach the market, Malaysia promotion focus on convenience and discount or even free gift to attract buyers, and it’s work, sales is increasing, but same method failed in another country, Japan. Beside of education aspect, behavior or I’ll define it as psychological interfere issue, advisor from in-house expert, PR conjunction with psychiatrist, expert group believe the Japan market prototype ‘free’ as ‘no quality’, Dove company work with legal advisor in order to find out the principle for Japanese’s prototyping, Dove decided to evolutes the concept of free gift as complementary base of promotion, but they start focus on re-value or reposition the brand image into something slightly above the cost, but perfect value and quality, even though this promotion did not achieve highest climate of profit, but it is good enough to create awareness and enable consumer to differentiate Dove with competitor, due to the price set is clearly can be seen. Dove using standardization on running their campaign worldwide, but some facts have to bring in on how they standardize everything worldwide, difficulty on controlling everything is still one of the issue Dove company concern about, Dove company held the main official website at US, because Dove headquarter is locate in USA, sub ordinary company will refer changes on what does the headquarter will do, and what their plan will run worldwide, referring to this, management style for Dove company using centralization whereby headquarter will control organization management so it can consistence with the objective set by headquarter, but decentralization applicable for sub quarter so concept of adapting to local market helps to reach the market goal. The point briefly discuss on history, is because in the 20s century, Dove company face problem on management style for Dove soap and other product do not contain similar image, misleading consumer on Dove is a common product that look alike with others competitors, that period of time, consumer lack of ability to differentiate what is the uniqueness between Dove and competitor, Dove came out with a campaign that changed their destiny, ‘Dove Campaign For Real Beauty’ conducted at the years of 2004, at 1st running in US and Canada, where they receive high value of support from the public, Dove company decided to run the campaign for real beauty worldwide with the same kind of concept, no doubt, it work everywhere, slightly changes like language in the advertisement, color and level of women body disclosure still bothering creative team to come out with campaign without insulting talented buyer, but the main point focus on organization management style, Dove company using o ne kind of concept running in worldwide market successfully influence the market whereby information overload will never apply for buyer, consumer realize only one identity can be seen from Dove, which is real beauty, by using Dove product, you are one of them. For an example, Dove company headquarter in US have the strongest controlling power to communicate with others sub-corporation so sub-corporation will follow their plan to held any event, Phillippe Harousseau, creative director of Dove company in US, said that, challenging women basic perception require a consistency of strategy flow to exactly reinforce audience mind, once perception toward a brand, product or services consistence with the management style, it’s easier for them create a creative event which define the uniqueness of the product, eventually if the event will running worldwide. Appendix Article for Dove Company Its just some basic idea how does Dove Company discuss on the concept, article below observe discussion on ‘The Women’ as principle to running any campaign. Advertiser cash flows to indie film projects Business | Lorenza Munoz | June 1, 2007 Advertisers have long linked up with Hollywood by placing their products within films or trotting out stars as their official sponsors. But some companies are now going a step further, investing directly in movie productions in the hopes of striking even deeper connections with film audiences. In what could be the latest trend in the financing of independent films, Unilever brand Dove has agreed to invest $3 million — about one-fifth of the budget — into â€Å"The Women,† the first theatrical movie by Diane English, the creative force behind the hit television series â€Å"Murphy Brown. Dove look is real, but does it inspire? Entertainment | Robin Givhan | August 23, 2005 Popular culture is in a tizzy of a debate over the female physique and the way in which it is depicted. Much has been written about the broad concept of beauty and its role in cultural politics, but the current conversation has narrowed the focus, from the woman as a whole to her individual parts: thighs, rear end and stomach. Comparison Eastern and Western Print Ads Western Eastern †¢Level of disclosure is different. †¢Word Choice is different. †¢Different in women portrayals. (Sexy vs Beauty) Reference: DOVE online references †¢Pathamisra, ‘Dove Final Presentation’, Slide shows, retrieved from http://www. slideshare. et/parthamisra/dove-final-presentation-presentation, August 2, 2009. †¢Authen Bill. ‘U. S. Obensity Trend’, articles, retrieved from http://www. cdc. gov/obesity/data/trends. html, August 2, 2009. †¢Dove Pro-Age: ‘Activation’, Slide Show, http://www. colo ribus. com/adsarchive/prints/dove-cream-products-activation-275559/, August 2, 2009. Printed resources †¢McGraw. Hill, Contemporary Advertising Tenth Edition, ‘Chapter Summary’ page 263, August 2, 2009. †¢McGraw. Hill, Contemporary Advertising Tenth Edition, ‘The Important of Relationship’ page 242, August 2, 2009. †¢Paul. J Argenti, Corporate Advertising Fourth Edition, ‘Centralization and Decentralization’ page 183, August 2, 2009.