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My assignment will look at what makes liberalism an ideology. Through the years liberalism has evolved taking on new ideas and becoming a fundamental part of human life. This assignment will look focus on two aspects: what is an ideology? And liberalism. The liberalism aspect will focus on various forms of liberalism that have appeared through time. The Enlightenment was a key period in the eighteenth century were liberals wrote important writings on liberty, this assignment will explore the key Enlightenment thinkers who formed their own view on liberalism. My work, will also look at John Locke and Adam Smith, the importance of their writings and how they inspired future liberalists. Adam Smith went onto inspire classical liberalism, this assignment will look at classical liberalism and how it went onto inspire a new form of liberalism call modern or social liberalism. Liberalism has evolved slowly through time and this work will explore the changes that liberalism has adopted along the way. Research for this assignment will establish what makes liberalism an ideology.

According to the Oxford Dictionary an ideology is “A system of ideas and ideals, especially one which forms the basis of economic or political theory and policy.” (Oxford Dictionaries, 2015). In the world of politics, political parties often build their core around an ideology, however this is not always the case. Through time an ideology can change depending on one’s interpretation of that ideology. Political parties that base themselves on an ideology, through time can adopt a completely different ideology to the one they started with.

The Enlightenment is a term used to describe a period in Europe during the 18th century, where philosophers, social scientists and scientists championed the doctrine of reason and individual progress. In his essay “What is Enlightenment?” (1784), the German philosopher Immanuel Kant summed up the era’s motto in the following terms: “Dare to know! Have courage to use your own reason!” (History.com, 2009). Barbara Goodwin author of Using Political Ideas writes, “Liberalism, utilitarianism and classical economics were all part of a homogeneous intellectual worldview which developed at the time of the Enlightenment.” (Goodwin, B. 2014, p. 54). The Enlightenment produced many political thinkers including Francis Bacon, John Locke, René Descartes, Adam Smith and Sir Isaac Newton.

John Locke (1632-1704) was an English political philosopher and theorist. Locke made central contributions to the development of liberalism and laid much of the groundwork for the Enlightenment. “His political theory of government by the consent of the governed to protect life, liberty and estate” (History.com, 2009). Locke believed in natural rights which are the conditions we need in order to protect and preserve our lives under the natural laws given to us by god. These laws give us the right to liberty and the acquisition of property without interference. (Gray, J. 1995, p. 13-14). Locke argued for rights of individuals, limiting the power of the government to ensure greater freedom for citizens, a constitutional government rather than arbitrary government and tolerance of most views and religions.

Liberalism is a “political doctrine that takes protecting and enhancing the freedom of the individual to be the central problem of politics. Liberals typically believe that government is necessary to protect individuals from being harmed by others; but they also recognise that government itself cannot pose a threat to liberty. (Encyclopaedia Britannica Online, 2015). Liberalism stems from the early Enlightenment thinkers of the 17th and 18th century, political philosophers such as John Locke considered to be the ‘father of classical liberalism’ and Adam Smith also nicknamed the ‘father of modern economics’. David Johnston one of the writers of the Encyclopaedia of Political Theory states “The Enlightenment produced a new branch of liberal thinking that soon came to compete with and sometimes overshadow its original growth.” (Johnston, D. 2010, p. 796-802). Johnston makes an interesting point in regards to Locke and other early Enlightenment thinkers that their liberal constitutionalist stance has been replaced in parts by a rationalist faith that envisaged the accomplishment of ambitious social objectives. (Johnston, D. 2010, p. 796-802). The Liberalism that early Enlightenment thinkers wrote about has clearly evolved through time as each individual adds his or her own interpretation and view. “Liberalism is the label for a diverse family of views and practices that began to take shape in England and Europe in the wake of the Protestant Reformation, emerged in several countries as a powerful force in the late eighteenth and nineteenth centuries, and now dominates political discourse throughout much of the world.” (Johnston, D. 2010, p. 796-802).

Adam Smith was a Scottish philosopher, economist and is perhaps best known as the author for An Inquiry into the Nature and Causes of the Wealth of Nations (Wealth of Nations 1776). During the 18th century national wealth was judged on a nations stock of gold and silver. Imports were seen as damaging because they had to be paid for, which required giving up wealth. This is an old view of economics, which kept countries in control with protectionist rules to prevent the spending of wealth. (Adam Smith Institute, 2015). Smith’s book Wealth of Nations 1776 called for governments to encourage the economic activity of individuals through a legal framework that protects both individual rights and interests. “His ideas drew heavily on liberal and rationalist assumptions about human nature and made a powerful contribution to the debate about the desirable role of government within civil society.” (Heywood, A. 2012, p. 47). “Originally developed by philosophical radicals like Jeremy Bentham and non-liberal thinkers such as Henri de Saint-Simon, the idea of a regulatory state was especially attractive to those liberals who feared that individuals’ rightful entitlements might be threatened by social and economic inequality.” (Johnston, D. 2010, p. 796-802).

Classical liberalism emerged in the nineteenth century following the writings of Adam Smith. This form of liberalism values limited government, the freedom of individuals, including the freedom of religion, speech, press, assembly and markets. However classical liberalism has a somewhat negative conception of freedom. The absence of constraint: classical liberals believed there should be some constraint on individuals by the state, which they saw as a necessary evil. Political Ideologies by Andrew Heywood states “Classical liberalism – A tradition within liberalism that seeks to maximize the realm of unconstrained individual action, typically by establishing a minimal state and a reliance on market economics.” (Heywood, A. 2012, p. 26). Classical liberalism is composed of a mix of ideas and strategies about how to acquire or defend liberty. There is a certain unity in classical liberalism that is clearly committed to individualism. Individualism can be described as political or moral doctrine that celebrates the value of individuality among the human race. (Vincent, A. 1992, p. 29). John Stuart Mill an English nineteenth century philosopher paints his own picture of liberty that justifies the values of freedom and individuality. On the subject of liberty, Mill states “that the only purpose for which power can be rightfully exercised over any member of a civilized community, against his will, is to prevent harm to others.” (Heywood, A. 2012, p. 29). Mill was a champion of utilitarianism a theory of maximizing the utility of individuals or society developed by Jeremy Bentham.

In the modern world liberalism has evolved into a new form which is called modern or social liberalism. John Hobson, Thomas Hill Green and Leonard Hobhouse are the new liberals that spawned this new wave of liberalism. These new liberals did not call for free enterprise after seeing the injustice and poverty that a free market economy caused. New liberal argued about the clear disparities of wealth were unjust and needed to be redistributed without undermining the market system. This new liberalism recognized that wealth should be spread more evenly for the sake of genuine freedom, equality and justice. (Vincent, A. 1992, p. 42).

“Welfare state – a state which goes beyond the provision of minimal services such as internal and external security and provides other services, such as health, education and pensions – generally associated with socialism but also with welfare liberalism.” (Goodwin, B. 2014, p. 467). The twentieth century gave rise to state intervention in most western and developing countries. This intervention took the form of social welfare, an attempt by government to provide support for its citizens by overcoming poverty, disease and illiteracy. (Heywood, A. 2012, p. 56). Even classical liberalist John Stuart Mill wrote about the need for some form of measures to increase welfare, despite opposing state intervention. According to author Barbara Goodwin, “the landmark in the adaptation of liberal thought to the growth of the welfare state was Hobhouse’s book Liberalism (1911)” (Goodwin, B. 2014, p. 63). The welfare policy of 1909 by liberal Lloyd George Chancellor of the Exchequer, created a contributory pension scheme, sickness and unemployment benefits for the lowest paid workers. Modern liberals believe that if particular individuals or groups are disadvantaged by their social circumstances, then it is the state’s responsibility to reduce or remove these disadvantages in order to create equal opportunities within society. (Heywood, A. 2012, p. 56). These measures can be seen as intervention by the state, however Leonard Hobhouse argued that “modern liberals could justify the extension of public control on humane grounds. The doctrine of liberty should not prevent the general will from acting, were it must, for the common good.” (Goodwin, B. 2014, p. 63).

Conclusion

From the evidence obtained throughout this assignment it is clear that an ideology is a complex idea that implements a system. However this system changes through time to suit the environment and the individuals which use this system. Early liberal thinkers during the Enlightenment period shared very similar but different views to classical liberals and the same could also be said of modern or social liberals compared to classical liberals. These different views form the evolution of liberalism through time. Liberalism is undoubtedly an ideology in the sense that it advocates the common themes of individuality, equality for all within a legal framework and minimal government to define and enforce law. Throughout the different forms of liberalism these fundamental themes are present and they form the core of liberalism. The Enlightenment period bought about the earliest form of liberalism. John Locke one of the key Enlightenment thinkers argued for the rights of individuals, greater freedom for citizens and limited government. The Enlightenment bought about fresh ideas and inventions that inspired philosophers, scientists and social scientists.

Adam Smith also believed in individualism, freedom, limited government and free markets. Smith showcased the economic side of liberalism and the benefits of a free market with limited state interference. Adam Smith writings on economics were very influential and would go on to inspire many classical liberalists. John Stuart Mill one such classical liberalist was a proponent utilitarianism and advocated the maximization of the utility of individuals or society. Modern and social liberalism are somewhat different to the previous aspects of liberalism. Social welfare and state intervention was a common theme within social or modern liberalism.

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However the evolution of liberalism justifies state intervention through social welfare as providing equal opportunities for all. Today the western world is built on liberal ideas and ideals, incorporating Adam Smith’s idea of free trade and the liberalist view of minimal state intervention. Liberalism is perhaps the most dominant ideology our time. The liberalist ideas of individuality, equality and minimal government form the foundations of many political parties operating at present.

Fluctuating Fears of Incompetence

Erik Erikson developed the idea of competence as a result of adequately learning to cope with the environment through industriousness and inferiority. The Fear of Appearing Incompetent Scale was published in the 1970’s to assess how well this crisis was handled in the respondent’s childhood. The 36 questions put scorers in three ranges, signifying self-aware, average, and apprehensive aspects of personality. I believe my score did a decent job assessing my fears of incompetence, although I may be a special circumstance that can not be 100% accurately judged by the questionnaire. I believe that Erikson and I would agree that my sense of self-awareness and self-confidence is rooted in the relationship between my mother and school administrators.

The Fear of Appearing Incompetent Scale is based on Erik Erikson’s theory of the psychosocial crises of life, specifically the industriousness versus inferiority stage. Erikson theorized that everyone goes through these 8 crises which, if properly resolved by learning both the adaptive and maladaptive coping techniques (relying more on the positive approaches,) establishes a basic strength specific to the crisis. If a crisis is not sufficiently resolved and the ego only resorts to adaptive or maladaptive attitudes basic weaknesses may arise, this is called maldevelopment. Basic weaknesses may either be maladaptive, where only positive tendencies are presented, or malignant, where only negative tendencies are displayed.

At about ages 6 to 12 the child will enter a period of latency and “forgets, or rather sublimates, the necessity to “make” people by direct attack or to become papa and mama in a hurry” (Erikson, 1950). The outcome of this crisis, along with the three prior crises, depends on others rather than the child; “the attitudes and behaviors of parents and teachers largely determine how children perceive themselves to be developing…” (Schultz, 2013) With positive reinforcement and praise the basic strength of competence emerges. If the development is unbalanced by scolding, ridicule, and rejection from influential outside sources the child is “likely to develop feelings of inferiority and inadequacy” (Schultz, 2013). Other examples of maldevelopment in this psychosocial stage include narrow virtuosity and inertia.

The Fear of Appearing Incompetent Scale, created by Lawrence R. Good and Katherine C. Good is a personality questionnaire made up of 36 true or false questions that measures how anxious a person generally is about seeming, feeling, or being incompetent. The scores are split in 3 ranges; 0-9 (low scorers), 13-22 (average scorers), and 23-36 (high scorers.) Low scorers are said to hardly worry about feeling incompetent; these people are most likely confident, self-aware, and possibly even “self-actualized”, proposing “a high level of self-acceptance and self-esteem” (Good & Good, 1973). Average scorers typically have a balance between confidence and apprehension in their abilities, feeling a mixture of competence and incompetence. High scorers on this personality test generally spend a significant amount of time in fear of their competence (or lack of) in most situations although certain circumstances may produce stronger feelings reactions. These scorers usually fear acting spontaneously in fear of the greater risk of making a mistake and struggle to accept themselves. The authors did note that scores at the low end of this division could have possibly been an average scorer who’s self-doubt was temporarily inflated by stress.

To score this test the respondent must compare their true or false answers to the answers provided on the scoring sheet and note how many correlate, each worth one point. For example, on question number one “I would never worry about the possibility of being judged a fool in some activities” both my answer sheet and the scoring sheet had false, adding 1 point to my overall score. The total score I received on this test was 9, which puts me in the 0-12 low scorer’s category. According to this personality test I am hardly ever concerned with my competence and do not worry about looking silly or ignorant going into an activity.

As I previously declared, I scored a 9 on this personality questionnaire, labeling me as a low scorer. This signifies that I am most likely viewed as confident and know my strengths and weaknesses. The score reflects some aspects of my personality very well, especially in the workplace. At a job, disregarding when I am a new employee in training, I feel very confident in my abilities to get things done and dislike aide with a task unless I need and ask for it. An example of this would be a day I was working in the Noyer Complex’s dishroom when a coworker would not stop trying to help me. I went from task to task and I felt like he was right behind me trying to do whatever I was doing at every turn, which began to really frustrate me. Eventually I snapped and told him I felt like I might as well go home if he was going to do my job for me, resulting in him letting me do my job without interruption.

Another example of a time reflecting my score would be my time spent on World of Warcraft-a game I was very skilled at. I put a lot of effort into this video game and was very dedicated to it for a long time. Although I could play both styles of combat (Player versus Player and Player versus Enemy) capably, I focused mostly on Player versus Player or PvP, where interaction among players was highest. Hopeful in my skills and very self-assured, I spent a great deal of time teaching others or helping others get things they needed, such as different currencies. An activity I participated in a lot was called the Arena, where you could fight against other small teams of players for a certain type of in-game currency. A very confident adolescent version of myself would trade gold (another in-game currency) to “carry” (win without help) the other participant(s).

Erik Erikson would say that the self-awareness and self-confidence I have derives from my childhood, specifically around ages 6-12 when I battled the industriousness versus inferiority crisis. Around this age, for the most part, I was living with my mother, who pushed me to work hard in school, explore sports, music, a foreign language, etc. I was involved in basketball, soccer, tee-ball, learning Spanish, and taking piano, guitar, drum, and singing lessons. I was in the top of my class at school and was involved in organizations such as 4-H and the Environmental Club. My mother’s authoritative parenting style was filled with love, praise, and encouragement. Erikson stated that “literate people...must prepare the child by teaching him...the widest possible basic education for the greatest number of possible careers” (Erikson, 1950) and I believe he would agree that my mom succeeded.

School provided another relevant source of influence, where learning to work with others, produce efficient work, and efficient study habits are central ways of obtaining praise and satisfaction. All of my elementary school teachers played a role in my achieving of the basic strength competence, broadening my knowledge and pushing me to develop more. If my home and school environment had not been so supportive, open, and fruitful, I would have become maldeveloped, scored high on the personality questionnaire, and would suffer from a sense of inferiority.

The Fear of Appearing Incompetent Scale was published in the 1970’s, a time that “individualism and self-expression were important for people.” (1970’s, 2004) Fashions were bold, with bright colors, flared pants, and big hair. The music industry was dominated by disco, punk, and rock through artists such as The Bee Gees, David Bowie, Pink Floyd, and Blondie. The Vietnam War, PONG, and Steve Jobs were all noteworthy influences of this decade. This personality scale ties in with this age of individuality, creativity, peace, and expression very well and could have been convenient for job applications, scholarship applications, and getting to know yourself. Today, the scale could still be helpful in job applications because it would provide the employer with an idea of the applicant’s general confidence level.

I believe this assessment could be very useful in areas such as job applications to give insight into how a person will act on the job. I found the assessment enjoyable to take but I felt that it could not truly scale myself personally. The only thing I did not appreciate about the assessment was that the wording was very strict in some questions, for example question number 19 states “I would never worry…”. The word “never” is rigid, used frequently, and made it hard to answer questions that gave no leniency. I also feel it is a little audacious to say a low score illustrates a self-actualized person as I feel like there is more to self-actualization than self-esteem and self-awareness. As previously stated, I scored a 9 out of 36, which I feel fairly adequately represents my personality, but it is very situational. My whole life is filled with special circumstances so it is no surprise that I do not perfectly fit anywhere on the scale. I feel very socially incompetent and I believe it is because my mental development hit a brick wall when I moved into my father’s house around the age 10. I am always worried about my behaviors around other people, for example I hate to wear two earbuds because I worry I will be breathing too loud and will not be able to hear to correct myself.

On the other hand, I feel very confident in my abilities when it comes to things that I know a lot about, such as video games, working, or academics (specifically psychology.) I never worry about getting school work or job tasks done on time, I just do what needs to be done. I think a better explanation for the confidence I have, at least in the workplace, can be found in the work of Hans Eysenck and my high level of neuroticism on The Big Five scale.. High scorers on neuroticism tend to outwork low scorers in fast-paced and stressful environments; “neurotics seemed to function best in busy situations where they were forced to work harder.” (Schultz, 2013)

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Conclusion

A sense of competence derives from Erikson’s psychosocial crisis of industriousness versus inferiority. Lawrence R. Good and Katherine C. Good created the Fear of Appearing Incompetent Scale in 1973, using true or false questions to gauge how incompetent or competent the respondent feels. My score of 9 classifies me as a low scorer, indicating that I am confident in my abilities and aware of my strengths and weaknesses. This score correctly portrays me in a lot of situations but not all, which may be because of the disruption of development of this psychosocial stage when there was a shift in parental authority in my life.

Los Angeles – We were greeted to our interview with basketball superstar and central figure of the Los Angeles sports scene, Kobe Bryant, with a pet tiger lying next to his ankles and the smell of marble statues in the air.

“Welcome to my home. Please don’t touch my new Bugatti or my tiger, they can get feisty,” Bryant warmly said.

As our crew descended into the athlete’s wealthily funded abode, we passed a small room with a small old man inside.

“Mr. Bryant, your popularity is skyrocketing in nearly every province of China! I think we’ll be able to renegotiate your contracts to an increase in profit of over 50%,” he yelled.

Our host simply nodded and turned with a smirk left on his face as we followed the footsteps of the custom shoes made with Italian leather. We finally arrived into the heart of the fortress as we took a seat on the couch made from some unknown animal. Mr. Bryant took a seat with one leg crossed over the other while a servant at his feet began shining the fancy footwear. Ready to inform viewers about living as the Kobe Bryant, the interviewee awaited my questions.

I began the interview by asking, “How does your playing style on the basketball court affect your overwhelming popularity among the world’s basketball fans?”

“Well, my elbows and wrists are unable to bend into an angle capable of making a pass. This forces me to shoot the ball and allows me to be an offensive powerhouse which is what the fans come to see. The style of play my teammates are forced to be accustomed to benefits everybody in the end. After all, who doesn’t want to watch Kobe Bryant and company?”

“So you’re saying that your unique style of selfishness on the court scores the points and also brings in the popularity for the team?” I asked.

“You must understand that popularity is not a single element. Popularity translates into the dollars that athletes such as I work hard for. Though I do in fact take a large portion of that wealth for my own and spend it on luxury shoes, I make up for it by being a role model to the team and to fans,” Bryant replied. “Plus they can touch the ball in practice.”

I looked at my watch and informed Mr. Bryant that his game was scheduled to begin in an hour. “Shouldn’t you be preparing at the arena by now? It’s getting quite late.”

Bryant nonchalantly responded by brushing away the servant that had moments ago, just shined his footwear up to the shoelaces. “My teammates won’t mind. I have the referees under control tonight,” said Bryant walking outside and stepping into one of many cars situated in the driveway. “This is my car I drive to home games in February.”

One of the cameramen asked, “What does that mean Kobe? Did you bribe the officials?”

Kobe took off in his vehicle without an answer at the slow speed of eighty miles per hour. Our crew scrambled into the company van and started the engine, trying to keep up with the trail of money floating to the ground that stemmed from the window of Kobe’s car.

“Wait!” we shouted. “Can you tell us more about Shaq? Did he pass the ball to you in practice? How much was the championship trophy worth compared to your trophy wife?”

But it was no use. As we hoped for another interview in the future with Kobe, all we could expect was a phone call with his less wealthy and less outspoken teammate, Dwight Howard.

Weber exposes some hard truths about scientific academic existence and the reflections this has on our lives. He talks about universities showing preference for lecturers who can draw the crowds, the unfortunate trend of mediocricies in the academic aristocracy and the luck needed to be promoted. He talks about the increasing specialisaiton of science and how discoveries made now are destined to become obsolete. He uses Plato s analogy of the men chained facing a wall with a light - the sun of the truth of science - behind them. It is the pholosopher that breaks free and shows others that light and to strive for true being . However, if the truth of science is constantly being overlain by new truthsas the old become out-of-date (or out of fashion), what are we to believe as the final truth?

He says that it is thought necessary to put on blinkers to specialise and how this a detriment to science as a whole. He instead encourages scientists to have passion in their work whatever it is for nothing is worth anything to a man, as a man if he cannot do it with passion .

He talks with disgust about those who believe that science is all intellect and no soul and shows the parrallel between art and maths and how inspiration favours both in the same way - through long hours of work and sometimes not even then.

He makes a correlation between the progresss of civilisaiton and scientific discoveries and the continuous stream of discoveries (due to the obsoletion of previous ideas) being essential to development. However, he does see that this very advancement leads to the death of magic and the intellectualization of our perception of the world. Weber goes on to say that this lack of mystery makes us less likely to be satisfied or gain pleasure in our lives. We can see this theme also in Civilisation and its discontents where Freud asks with all these things (technology, etc), why are we still unhappy .

When Weber begins to discuss politics as a science is where I find a pertinent point. Lecturers must keep personal politics out of the science of politics, offering each alternative model on its own merits and detriments. He points out that in lecture situations it is too easy for the teacher to impose their views on the class because there is no discussion, no quesioning allowed. Personal politics should be practiced in the party room.

Weber only breifly describs how studying politics as a science can be useful, that is by using an empirical method of deducing the best models from all the options. However, I think the most useful aspect of studying political science is learning the art of reading and the skill of obtaining the autors thoughts and motivations within what is written piece. The science of politics is also the art of questions and arguments but not just for the purposes of persuasion and manipulation - for the benefit of society as a whole. Weber asserts that the goal of the scientist is to work in the hope that others will get further than we do so surely, by studying philosophy and politics, being that person who turns those chained around to see the light, we are aiding the progress of society with the science of politics.

The episode begins with the workers of the Springfield cleaning up an area close to a waterfall from thrash. Homer unwilling to work fakes his death by throwing a dummy of him down the waterfall, which caused everybody else to believe that he died. There is no conflict at the beginning of the show until forced by his wife to fix the issue of his apparent death Homer visits his grave. But first he mistook the grave of Walt Whitman as that of his Mother and he insulted “The Leaves of Grass” by Walt Whitman in his rage. This one scene foreshadows a mayor spoiler in the Belief of his not so deceased mother, who like Walt Whitman could be categorized into the category of Expressive individualism, but more on that later on. He meets his mother near his grave and they reconcile. At home the family gets suspicious about the fact why she left Homer in the first Place so they demand an answer. She was part of a peace-protest against Montgomery Burns, local owner of the power plant, who during the sixties tested biological warfare. Here lies the major Moral class of the episode which I will analyse now.

Burns represent the evil republican side of the American nation. He is a business man at its finest and he tries to profit from any source. Furthermore he is a firm believer in might makes right. His moral standards are on the evil side as he doesn’t care about the health issues of other people and freely tests his inventions on random people. Mona Simpson, Homers mother, on the other hand at first, in a flashback, showcased a responsible attitude until she saw something on the TV which awoke her free spirit. From that moment she became an example of expressive individualism, as she fought against Burns chemical test with protests and later on with an “Antibiotics bomb”. Burn found her when he collided with her when he went to check out what caused the explosion at the facility where he kept his experiments. She was branded a fugitive soon after. Mona forms a close relationship with Homers daughter Lisa. Both of them showcase a strong expressive attitude during the episode showing strong attachments towards individual feelings and intelligence. The moral conflict between the republican tradition and expressive individualism is resolved when Mona was forced to leave so that she does not endanger her family.

The only other moral vocabulary somehow expressed is the utilitarian individualism expressed by Homers father Abe. He did not care about anything other than watching TV all day. When he finally meets his wife after twenty seven years his only question was after telling her what a terrible wife she is, was to ask can they have sex and what’s for supper. Here his worth is show he only cares for his own self-interest and any situation that comes along he tries to change for his own better.

While the moral vocabularies were not as obvious at first glance they were obvious if greater attention was given to the work as whole. The Republican tradition stood from a position of power and was challenged by expressionism in its position of what was right. While the struggle between those two was being waged the showcase of utilitarian belief of self-reliance was introduced in Abe, showing that in the grand picture most of the common people did not care much about the conflict between those two.

The last film I saw was Spider-Man and I really enjoyed it. The movie was about a young man who gets bitten by a radioactive spider and turns into a web-spinning superhero, doing his best to save a city from the charge of evil, while also trying to impress the girl next door. Of course, it is Spider Time and the comics I read when I was a kid are all finally in a film.

As the famed comic book goes, Tobey Maguire who plays Peter Parker in the movie Spider-Man is your typical weird teenager. He wears glasses, hangs out with his best friend, Harry Osborn (James Franco), and has a serious crush on Mary Jane Watson (Kirsten Dunst), the girl who has lived next door to him since he was six. She, of course, doesn't even know he exists. Things get decidedly better for Peter, however, when he is bitten by a radioactive spider and develops superhuman powers that allow him to scale walls and shoot a web-like substance from his wrists. What should someone do with such powers?

The answer comes quickly for Parker after his beloved Uncle Ben (Cliff Robertson) is killed in a carjacking: Parker will create an alter ego known as Spider-Man and will use his newfound powers to fight evil on the city streets, especially against Harry's father, scientist Norman Osborn (Willem Dafoe), who mutants into the Green Goblin, a particularly sick fellow hell-bent on taking over the world. Peter pays a heavy price being a superhero, as his uncle's words ring in his ears: "With great powers come great responsibility."

Well, Maguire did it. Even after many people complained about the casting of this soft-spoken, yet talented, actor as one of the comic-book world's greatest legends, a few of us out there had faith he could pull it off. Spider-Man is an introspective superhero, after all, and if you want someone to play him right, you need someone who can act. Maguire not only possesses the necessary skill to become the tortured Spider-Man, but he buffs up with the best of them as well. He could very well turn into one of Hollywood's sexier men--sexy but vulnerable. He ultimately played the best role for the spider-man. It is also quite evident he and co-star Dunst connected on many levels.

Their scenes are all at once sweet and then sexually charged. Her Mary Jane is often relegated to the helpless female part, but Dunst infuses the character with a definite spunk as well as a bit of sadness. Dafoe does what he can with the villainous Green Goblin, but there have been better comic-book villains. Well, at least in my opinion. I have read and seen many better comic-book villains than that of the Green Goblin, but of course, I guess it works. It is a shame his face is covered up by a ugly mask most of the time, Dafoe's lean face by itself would have been sufficient. Also quite good in smaller parts (which will inevitably get bigger in the sequel) is J.K. Simmons as Daily Bugle editor Jameson (he just nails it) and Franco as Harry Osborn.

Not that there's any pressure or anything, but Spider-Man is one classic comic book you do not want to screw up when adapting into a big summer blockbuster, too many legions of fans to impress. Luckily, director Sam Raimi doesn't disappoint, remaining fairly faithful to the original source. The movie is pure fun, from the time Parker finds out about his super powers, to the exciting climatic battle between Spider-Man and the Green Goblin.

Particularly entertaining is how Peter learns to use his powers. What would a teenager with superhuman powers do first? Use them to try to win money to buy a car and impress a girl, of course. The look of the movie is also slick, even using a bit of the Matrix-like slow-motion shots. (Then again, Spider-Man does move pretty fast.) The film, however, is not without some flaws. For one, it really isn't what you would call a balls-out action flick, which some people may be expecting. There are many moments of quiet contemplation on the part of a few characters. (The scenes where Norman Osborn talks to his evil alter ego via the mask is a little silly.)

All in all, though, Spider-Man purely entertains and is a pretty good movie. Well, at least I enjoyed it when I watched it a month ago in theaters. Spider-Man fans should rejoice--Spider-Man is funny, touching and true to form with Tobey Maguire and company fleshing out the well-known comic-book characters with style.

One of the most famous cases in Roman law is Case 61 in our casebook also known as “A barber cuts a slaves throat”. In this case, a barber was shaving a slaves face in an area where people were playing ball. One of the players hit the ball “quite hard” and the ball proceeded to hit the barber causing his hand to slip, slitting the slaves throat. This situation causes a difficult problem with deciding who is liable for this loss, whether it be the ball players, the barber or the slave itself.

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The two main viewpoints of this case are those of Ulpian and Mela. Mela holds that the culpa lay with the barber, therefore making him liable. Culpa is a question of whether an action was wrongful due to a parties negligence, recklessness, or violation of duty of care. In this situation Mela claims that the barber could have participated in Culpa by choosing to perform a dangerous action (shaving the slaves face) in an area where ball is typically played. Mela states that since the barber chose to conduct his “dangerous” business in an area where it might not necessarily be safe, then he should be liable for any damages that occur as a result of his Culpa. This decision would have an effect on Roman society as it would prevent barbers from opening their business in an area where it would be deemed unsafe. Ulpian disagrees in that he believes some of the blame should be placed on the slave. Ulpian believes that by accepting to get his haircut in an area where ball was typically played, the slave himself is participating in recklessness and therefore the barber should not be held fully responsible. That is to say that the recklessness of the slave is the primary issue, as he should never have entered into that dangerous situation where he would allow his face to be shaved in an area was ball was typically played.

Though both these Jurists have good points, the culpa should not entirely lie with either the barber or the slave. Both of them participated in some sort of recklessness and therefore neither of them should be wholly responsible for the loss that occurred. Certainly the barber participated in recklessness by setting up his business in an area where ball was typically played but the slave also participated in recklessness by allowing his face to be shaved in a place where danger was likely to happen. In addition, both Mela and Ulpian’s decisions have consequences which lack what is to be desired. For example, if Mela was to be held right and the barber was held fully responsible then barbers would have to be extremely careful about where they performed their service. Also the number of people willing to perform this service would go significantly down as the risk of having to pay full compensation for this loss would be too great a danger for many. However, Ulpian’s decision also has unseen consequences. If the slave was to be held fully responsible for the loss incurred the owner of the slave would receive no compensation for the slaves death. This decision burdens the slave owner with the loss suffered when he participated in no form of Culpa at all. By holding both the slave and the barber partially responsible this prevents either party from suffering the full effect of the losses suffered and prevents these consequences from occurring.

Cases 54 and 56 deal with a situation in which a slave is mortally wounded by one person, and is later killed by someone else before the wound inflicted by the first party can take effect. These cases are interesting because the second attack caused the slaves death, but the first attack would have also caused the slaves death, had it been allowed to follow its course. The second attack clearly directly caused the slaves death; the issue that is less clear is whether the first attacker would be held to have caused the slaves death at all. Even once that is decided, the issue is should both parties be held liable and to what degree.

Celsius makes the claim that the first attacker should not be held liable for killing the slave, but merely for injuring it. The second attacker meanwhile would be held completely liable for the death of the slave since the wound he inflicted directly cause the death of the slave. By saying this, Celsius is endorsing the notion that since the wound inflicted by the first attacker did not directly lead to the slaves death than he is not at all liable for the death of the slave. However, since the first attacker did inflict a wound on the slave and therefore cause its owner loss, the first attacker would be liable for his attack and the wound he inflicted. Julian has an opposing view on this sort of incidence which he explains in case 56. Julian claims that in a scenario such as this, both attackers would be responsible under the Lex Aquilia. Julian shows the two attacks as completely unrelated incidences. He claims the first attacker should be liable as the wound he inflicted was surely mortal and under the Lex Aquilia a person is liable if the cause a wound to a slave and later they die as a result of that slave. In addition the second attacker would be liable as he directly caused the slaves death therefore causing its owner loss. However, though both attackers would be fully liable for the slaves death, in many cases they would be liable for different amounts. This occurs because the first attacker would be liable for the slaves maximum in the past year from the initial attack, while the second attacker would be responsible for the slaves maximum value in the past year from the point of the slaves death. Julian believes this is a better system as if only one of the attackers was held liable then he would go unpunished (for the death) for a misdeed that he was guilty of.

Though Julian’s system has some merits, the system devised by Celsius seems more useful for this case. The main reason for this is that Celsius’ system seems more practical and easier to implement in the Roman world. If Julian’s system were adopted than citizens could be held liable for the death of a slave when they inflict a wound that would not have caused their death. In a society where medical practice was underdeveloped it would be very difficult to decide whether the actions of attacker one would have eventually led to the death of the slave. In Celsius’ system the first attacker still would be held responsible for his misdeeds (in the form of liability for the wound he inflicted) without the conflict over whether the wound inflicted by attacker one would have caused the slaves death. Celsius’ system allows both the owner of the slave and the first attacker to be treated fairly. The owner of the slave is compensated for his loss (by attacker two), and the first attacker is treated fairly as he is responsible only for the loss he inflicted, and not the loss he may have inflicted had not attacker two intervened.

The above case was argued using a system of negligent liability, but would it be better settled using a system of strict liability. A strict liability system is a system in which an individual is responsible for any loss they cause; regardless of if it was wrongful. This eliminates defenses such as self-defense, negligence of the victim, etc. The proponents of using this system for the case about the barber would argue that since the case includes multiple semi-negligent parties, then it would be more easily resolved by using the system of strict liability. That is to say, instead of trying to decipher who was more negligent, the barber or the slave, instead we would merely show that since the actions of the ballplayers caused this loss they are responsible for it. Obviously the benefit of using this system for cases such as this is that it makes it significantly easier to assign blame for the loss. It is much easier to simply find who caused the loss (in this case the ball player) than to decide whose negligent or reckless actions caused the incident to occur. Though this system appears to make this case significantly easier to handle, this is not the best system to use for cases such as this.

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A system of strict liability would not produce a better solution to this case as it punishes those who were not acting wrongfully due to actions that occurred as a result of other parties’ reckless actions. If a system of strict liability were adapted for this case, then the individual who hit the ball (causing the barbers razor to slip) would be held liable for the loss, meanwhile the two parties who were reckless (barber and slave) would face no liability for the loss. This seems strange as the ball player was in an area where ball was commonly played. His actions were completely within the norm and he was not at all reckless or negligent. The incident occurred due to the recklessness of both the barber and the slave due to their choice of where they performed a dangerous act (shaving of slaves face). A decision like this could have consequences that far exceed the facts of this case. For example, if the Roman people were aware that they could be held liable in a situation like this, it is highly doubtful that anyone would play ball (or any sort of activity) in a place where there was even a slight chance that they might cause loss to someone. In using strict liability you are stating that as long as a party causes the loss (whether wrongful or not) then they are liable for the loss. This would cause society to be overly careful as they know that they would be held liable for any sort of loss that might occur as a result of their actions, whether their actions were wrongful or not. Though using a strict liability system in a case like this might be more efficient in the short run, it would have wide ranging effects that could severely inhibit a societies inability to function. For this reason, a system of strict liability should not be used for cases such as that of the barber and the ball player.

Pan’s Labyrinth is a Spanish fantasy film about a little girl named Ofelia who is forced to move with her pregnant mother to live with her cruel stepfather. She is told by a faun in the labyrinth that she is a princess and must complete certain tasks in order to see the king, her true father. The music, composed by Javier Navarrete, along with the sound effects and minimal dialogue in this scene enhance the audience’s feelings of suspense and terror.

The scene begins with the sound of Ofelia cracking open her book of fairy tales, which magically shows her what tasks she needs to complete. As the image appears on the page, very soft string and piano music plays. A voice over occurs next as Ofelia thinks about the instructions she was given, the first one being,“Use the chalk to trace a door anywhere in your room.” There is a very slight sound advance of the chalk scraping against her wall as she closes the book. A few seconds later we see her and the sound of chalk scraping and squeaking against her walls continues and blends with the soft string music in the background. The next instruction is, “Once the door is open, start the hourglass. Let the fairies guide you.” With this, the chalk outline starts bubbling with a sizzling sound and a door appears. “Don’t eat or drink anything during your stay, and come back before the last grain of sand falls.” Ofelia pushes the door open, which makes a loud, heavy, sound. The music intensifies here to emphasize Ofelia’s wonder. The strings and brass create a darker sound by using haunting minor chords. Ofelia puts down a chair so she can jump through the door into the strange new place. The music subsides. Ofelia turns over the hourglass, and we can hear the sand start slipping through.

As she begins walking through the hallway, a strange sound is in the background that resembles wind or breathing. Here, the audience must use causal listening to interpret this sound since we do not know the source. She takes another look back at the hourglass, and the sound of the sand is sweetened to be very prominent to remind the audience that her time is limited. She enters a room with a large dining table full of food, and the sound of the crackling fire can be heard. She gets to the end of the table, looks up, and jumps, frightened. At the same time, the windy sound in the background makes a sharp sound in order to frighten the audience as well. Before her is a pale, man-creature, whose eyeballs are on the plate before him. She takes the plate and moves it around to inspect it and the eyeballs make a gooey, sticky sound. Ofelia then looks over at the walls which has paintings of the monster killing and eating children. At this time, the faint sound of babies crying can be heard in the background. It’s unclear where this sound is coming from, but we can infer that Ofelia is imagining it.

Next, Ofelia opens up her bag and the fairies chirp and flutter their wings when they’re let out. They bring Ofelia over to the wall where there are three locks, one of which she has a key for. When she pulls out the key and it rings very loudly, which is another example of sweetening. As she tries the locks, we can hear the metal sliding together and Ofelia’s nervous breathing. When she finds the lock that matches her key and unlocks it, the music starts up again with low brass playing long, slow chords. As the door opens and she sticks her hand inside, the music intensifies and crescendos until she pulls out a shiny dagger. There is also sweetening here when Ofelia touches the dagger and it makes a very loud “shing!” noise.

Ofelia turns around to leave. The music here is dissonant, creating a feeling of unease. Ofelia is somehow drawn to the grapes on the table, and the music reflects this with quick crescendo-ing scales as her eyes gaze upon them. The fairies squeak and try to stop her, but Ofelia starts feasting on the grapes, creating the sound of crunching. The music continues to crescendo and become higher- pitched to signal to the audience that something bad is about to happen. It abruptly ends with the sharp, staccato sound of low brass that mimics the sharp bending of the monster’s hands as it comes awake. His nails tap against the wooden table. These sharp, staccato sounds continue as the monster takes a slow, harsh inhale and plops his eyes into holes in his hands. When he looks around, the brass is at its loudest. It remains this loud and creates a suspenseful melody as the fairies try to distract the monster. The timbre of the brass instruments is low and haunting, yet also creates a rushed or panicked feeling by emphasizing the danger Ofelia is in. The next prominent sound effects include the monster biting off the heads of the fairies, which makes a sickening ripping and splattering sound.

Ofelia runs from the monster, and he makes a loud screech and follows after. The music is intense and suspenseful. With the door once again in view, we hear the sand in the hourglass slipping away. The door begins to close, and Ofelia screams, “No! No!” Eventually, she is able to squeakily draw another door with her chalk and push herself out while the monster reaches after her. The music is climactic as she finally gets out, and stops immediately with the shutting of the door behind her.

To summarize, the use of uneasy sound effects, especially the use of sweetening, mixed with intense brass and string music creates the feeling of suspense and fright. All of the music is obviously non-diegetic underscore, while the sound effects are on-screen and diegetic. The music is both ambient and orchestral at times. The times when there is no music also bring about a sense of uneasiness since it emphasizes that Ofelia is all alone and scared.

Table of contents

1. Introduction
2. Toyota Branding
3. Brand Perception
4. Toyota Marketing Strategies in UK
5. Marketing Mix
6. Product
7. Price
8. Place
9. Promotion

Introduction

Toyota is a leading brand in the car manufacturing Industry. The company has been a leading player in providing vehicles to different classes of individuals. Toyota for decades has been a player in the manufacture of heavy trucks, family cars as well as luxury automobiles. With respect to branding of products in the market, it is essential to note that this is the most crucial part in the success of manufacturing business. Utilizing effective branding plans ensures that customers purchase products according to their specification and preference. Customers in the car industry are specific relating to consistency (Ashton, and Stacey, 2009). Most of these customers are keen on the features of vehicles.

If a firm promises to provide certain features to customers, the most important part is fulfilment of the promise. This therefore means that such firms need to be consistent in their production. Branding is an emotional fulfilment strategy. Customers value their emotional attractiveness to products largely (Bogdan and Biklen, 1982). This means that such an emotional attachment relates to consideration of products image brand as well as image.

Toyota is a leading automobile manufacture with its headquarters in Japan. The company has been popular with users of different generations. It is true to state that the car is probably the most famous in the globe. One cannot miss to spot a Toyota automobile in various highways on the globe. By the year 2014, the company had over 300,000 employees in its various branches around the globe. The company is the eleventh leader by market capitalization in the automobile manufacturing industry (Gabrielsson, Gabrielsson, and Seppäl, 2012). The company is priced to having the potential of manufacturing over 10 million vehicles per year. The car manufacturer history begins in the years 1924 and its production continued ever since. Branding has been of great importance to the company in marketing of its products on the international market arena (Amasaka and Sakai, 2010).

Toyota Branding

Toyota remains one of the greatest brands in the global market. In the United Kingdom, the car markets its products for different categories of customers. With a team of researchers to finalize designs, it is true that the firms serve the need of individuals from baby boomers to generation Y (Taneja, Pryor and Sewell, 2012). The brand on the global scale takes a value of $29.6 billion. This refers to data on the brand as per the year 2014. A research study took place on various brands of automobile for 9 years.

Research data reveals that in this period of study, Toyota brand took the leading spot for seven years of the nine. Most of consumers of the brand reveal that the brand is of best quality as well value. In the United States of America, the brand is seen as local because of its strategy in manufacturing with the borders of the country. However, the company has had its share of failures too. In the years 2009 and 2010, the company suffered huge losses due to recall of its products (Upadhyay and De, 2011).

Toyota specializes its branding on its safety. According to consumer’s perception in UK and the United States, Toyota remains among the safe cars in the market. Toyota has a long history of manufacturing safe vehicles. The safety of its automobiles concentrates on providing high quality breaking systems (Cusumano, 2011). The other systems of importance include concentration on creation of safety kits in case of accidents. Quality is another important aspect for Toyota as a manufacturer. According to the organization, quality takes the highest position (Baumeister, Scherer, and Wangenheim, 2015).

Research finding of the year 2012 shows that Toyota takes the first position in relation to quality. Value is another pillar of the organization. Even though value is relative, consumers in the automobile industry perceive Toyota as a value driven manufacturer. Performance of automobiles brand is another important aspect of Toyota brand. Through its research and design teams the company producer high performing vehicles for the consumer market (Chatterjee et al 2004). The car Manufacturer has been a keen player in providing environmentally friendly vehicles in the market. The company has concentrated in providing vehicles that meet European standards of emission.

Design of the vehicles is another aspect of consideration in the manufacturing of Toyota brand of vehicles. The company has been producing cars through its research and design teams to meet consumer design preferences. In producing high quality vehicles, the company utilizes latest technology. The car manufacturer’s goal has been the creation of high value entertainment systems. It has been keen on developing high quality audio systems. It has been a keen manufacturer by providing Smartphone integration systems. The other aspect is the formulation of navigational systems to meet consumer needs (Luxton, Reid and Mavondo, 2015).

The branding strategies of Toyota on the UK market concentrates on continuous improvement. This approach of the company ensures a continuous improvement on the quality of its products. It relates to provision of competitive products, quality production with the help of workforce. The other strategy of the organization concentrates on the production of high quality products. It relies on the utilization of innovative technologies. This process ensures the fulfilment of future research needs and on creativity of its production teams. This firm is further a global firm in promotion of research and development (Ashton, and Stacey, 2009). Such an activity provides formidable responses to future needs in the automobile industry.

The other strategy of Toyota is to be a global player in the production of less pollutant vehicles. The manufacturer through is team produce environmentally friendly vehicles. The company commits its effort in production of hybrid vehicles for the UK market. Utilization of innovative technologies is among brand strategies of the company. Through utilization of innovative technologies, the company is able to formulate plans for the future. Safety is another strategy for Toyota. The priority areas of safety for the brand include advanced steering systems. The other aspects of safety for the firm are the traction control, braking system and suspension.

The other areas of safety include passive safety innovations. Provision of airbags systems in vehicles is another important aspect of safety for the organization. The company’s production relies on teams of expert who produce and test products for the market. Through its efficient production techniques, the company ensures production of almost zero defects products. Its utilization of research and design system ensures production of quality products. Its other branding strategy is the formulation of procedures to penetrating international markets (Amasaka, and Sakai, 2010).

Brand Perception

Toyota has a better Brand perception in the US and the UK compared to its competitors. The firms have captured the minds of many consumers in the market. In the current market environment, consumer perception is shrinking between current market leaders and competitors. A survey by the Consumer Reports National Research Centre provides details on leaders in the automobile industry that include Honda, Chevrolet and Toyota. The research findings relates to safety, performance, environmental friendliness of automobiles and on quality. Technology utilization and design are another basis for finding data. In respect to this research, it is evident that Toyota brand of automobiles takes the first position (Srivastavaa and Thomas, 2010).

Consumer perception in the industry has a multiplicity of factors that affect its values. Consumers are worried about fuel prices in the global scene as well as safety of vehicles. In the year, 2009 Toyota faced poor perception brought about by recall of its brand. Further, the company faced challenges in recovering from the earthquake that rocked the country in the year 2010.

Toyota Marketing Strategies in UK

Branding strategies has been an important aspect for Toyota in meeting the needs of the automobile international market. The car manufacturer has special branding strategies that provide UK markets with user-friendly vehicles. In order to enter an international market, organizations need to develop branding strategies that meet various factors and actors. The branding strategies need to consider aspects such as the economic condition of the people, culture, social implications and other aspects. Understanding the norms and aspects of international nations assists in providing better products (Heath, Brandt, and Nairn, 2006). Therefore, Toyota needs to consider various aspects in promoting branding strategies for international markets.

Toyota marketing strategies focus on market segmentation. Its marketing strategy follows the philosophy of the firm. According to its philosophy, the firm focus on providing the best car for the right occasion. The firm utilizes psychographic as well as demographic segmentation to capture international markets. The car manufacturer has segmented is operations in countries such as the US, UK as well Canada. However in relation to this aspect we one can attest that the US consists of perhaps its largest consumption (Todor, 2014). The country consists of over 30% of its consumers. The company’s market segmentation concentrates in providing vehicles for the lower class customers as well as the middle classes. Toyota has specific cars for the middle class and luxury vehicles for the highest class of consumers.

The other strategies of the firm relates to market targeting as well as market positioning in the UK. In marketing of its products, Toyota utilizes a centralized marketing system (Lipman, 2010). In the Case of UK, the country utilizes market dealers in meeting the needs of its consumers. The company understands that UK has customers of varied cultural, lifestyle and cultural perspectives (Goranova and Vasileva, 2015). Therefore, a different approach to marketing needs consideration. In light of these aspects, the company makes an effort in utilizing vehicle dealers in marketing its products. The firm would use a lead dealer to market its products across the country. The dealer is responsible for enforcing advertisements from the head office and in meeting new consumers (Saporito et al 2010).

In relation to market segmentation of Toyota, one can state that its focus is on psychographic and demographic aspects. On the demographic sphere of the firm, Toyota concentrates on providing vehicles for the lower, middle and high classes. The company provides different classes of automobiles for these various classes. On the high end of consumers, one can states that the company produces cars such as Toyota Prado and land cruiser (Rahman and Areni, 2014). On the middle class of consumers, the manufacturer produces vehicles such as Toyota Prius and Caldina. On the psychographic segment, the company produces vehicles for individuals who love sporty lifestyle. In the United Kingdom, there has a growing attitude towards owning sporty and high-class vehicles. To satisfy this demand, the company produces vehicles such as Toyota Fortuner and Atlis (Goranova and Vasileva, 2015).

Marketing Mix

Marketing mix is the most known modern marketing tool. The tool relies on its aspect of controlling and use of tactical manoeuvres in response to the needs of the target market. Marketing mix is an important aspect in the improvement of demand of products in the market. In relation to this aspect, the most important aspects include the four P’s, which are product, price, price and promotion (Dawar and Bagga, 2015).

Product

In relation to Toyota, the brand has launched various products for the UK market. The Products for the UK market include Rav , Toyota Corrola and Avensis. Land cruiser and Toyota prius are other important products of the company. European regulations on car manufacture have been strict on emission levels. Cost of fuel has also been a major concern for consumer. In understanding these conditions, Toyota has been a leader in providing environmentally friendly automobiles and effective consumers of fuel.

The company has also been a leader in the manufacture of hybrid vehicles. One of the notable brands of Toyota vehicles on the hybrid category is Toyota prius. The company has made sales of over 20,000 hybrid vehicles it the United Kingdom since the year 2000 (Kotler, and Keller, 2007).

Price

Price is an aspect of consideration in relation to its market mix. UKs market enjoys a strong economic condition. This means that the buying capability of its citizens is very high. In marketing it products, Toyota wishes to give it consumers for less in terms of price. In relation to this aspect, the firm sets diverse price lists to meet the needs various consumers in the market. The price of Toyota automobiles in the UK market; range from £ 6500 to £ 50000 in all segments. Considering this aspect, one can state that the company sets its prices relating to two segments (Goranova and Vasileva, 2015).

The segments in consideration are providing of vehicles for people with low income levels. The other group of consumers are those who wish to distinguish themselves from the rest of the public. Since pricing is a challenging aspect in marketing and branding products, companies need to develop various pricing techniques (Todor, 2014). The various pricing techniques to utilize might be the use of price skimming or market penetration techniques. An example of Toyota pricing strategy relates to pricing of Toyota prius. The pricing of this car ensured that majority of consumers get the product; thus improving its sales.

Place

Place plays an important role in branding and marketing of products in markets. Place relates to various competitive factors in the market and conditions of various segments in markets. In business sense, one can state that a product may perform well in certain markets but fall in other markets because of various factors. These factors in the market may have certain levels of influence on the buying behaviour of consumers. In relation to meeting the needs of the UK market, Toyota has undertaken various strategies (Kotler, and Keller, 2007).

At first, the company saw the nation of having less economic benefit. After analysing the market, the company understood the need of the market. The management teams understood that the UK market liked to go “green”. For this reason Toyota has seen is possible to develop a hybrid vehicle to meet the demands of UK consumers. Then came Toyota Pruis a product that meet the needs of UK consumer due to its profit benefits to the company.

Promotion

Promotion is among the best strategies for organization meeting the needs of consumers. Companies utilize various promotional procedures to meet competition as well as market demands. The company formulated the design of Toyota prius as the new technology in the market. The hybrid can utilize both electrical and fuel power. The promotional activity of the organization based on the need to provide environmentally friendly automobile. The focus of Toyota in relation to the car was its representation of a green technology. In the promotional feature, interested customers of the product had a chance to visit its website to view the developmental stages of the prototype (Kotler, and Keller, 2007).

Every customer had the opportunity to make comments on features of the vehicle. Customers had the opportunity to evaluate the product and make their views. From these evaluations, the management teams found out that consumers valued quality, fair price and technology. Since the company rely on agents in the UK market, substantial amount of funds need to be set aside for advertisement purposes. These funds are important for dealers to communicate with hybrid customers. The company spends over £27million on advertising.

One of the main contributors to the promotion of Toyota’s branding strategy is its people. The people in close contact with the manufacturing process include its workforce. Considering all workforce groups, their contribution has immense influence on the production process of automobiles. It is true that workforce in almost all organizations have an influence on customers. It is therefore the goal of Toyota to express a culture of creativity among its working teams.

One might have an opinion that human resource aspects does not relate to marketing. However, it is also true that motivated workforce produce quality products. This therefore means that quality products will eventually satisfy the needs of consumers. The company values every employee contribution. It is the philosophy of the organization that “every worker should strive to work like its founder”. The organization culture promotes employee-making decisions concerning product development to the management teams (Grebosz and Otto, 2013). Such contribution gives the research and development teams a picture on the expectation of customers. The democratic approach to management by Toyota makes it profitable in the UK market.

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Production process is another important feature of Toyota. Its lean production techniques make it a global champion in the automobile manufacturing industry. The company utilize just-in- time production process to meet the need of consumers. In respect to its production process Toyota, utilize Total Quality management procedures. This procedure has seen the organization make achievements on their economic of scale (Todor, 2014). The organization works towards zero wastage. This is done due to the efficiency of its workforce. Its supply chain has been effective in reducing production costs within its production channel.

That’s an ambulance and I was in it. March 11, 2016 or the Eagan Speech tournament was the first time I ever almost died. I didn’t have a seizure, a stroke, or even heart problems. Nope, I had eaten an almond. Seriously, I had eaten an almond. I quickly found myself in the nurse’s office where the policemen, paramedics and my coaches all swarmed around me. Needless to say the entire situation really scary. That day I learned that I have anaphylaxis, more commonly known as a life-threatening allergy. I’ve found however, that I am not alone. Millions of people around the world have an allergy and studies conducted in 2016 by the Hopkins Medical Research Center showed that 1 in 50 people have a life-threatening allergy, this is the same number of people who have red hair. As anaphylaxis becomes more and more prevalent in our society it’s important that understanding and familiarity with the condition increases so that people like me can be safe when outside their own home. Today, we will learn about the complexity and prevalence of anaphylaxis in three ways; first, by understanding how anaphylaxis works, next taking a look at how our community has dealt with the recent uprise, before finally looking at how airline companies have reacted in recent years.

1st point:

First let’s pecan in on how anaphylaxis works. As I quickly learned, eating something you’re allergic to isn’t the best idea. My body immediately rejected the almond protein and went into anaphylactic shock. Anaphylaxis is a process when your body overreacts to a foreign antigen, resulting in a sudden and potentially fatal allergic reaction. When the allergen is inhaled, touched, or swallowed your body releases chemicals that in a small amount protect you but during anaphylaxis too many of these chemicals are released which causes symptoms such as difficulty breathing and low blood pressure. As the Allergy and Asthma Foundation of America explains in their 2015 article aptly titled “Anaphylaxis,” these symptoms can begin minutes or even hours after exposure to an allergen. As your protector cells overreact your body goes into panic. Many first responders believe that this initial reaction is the first and only stage of anaphylaxis, however, there are two different types of anaphylaxis that can affect a person’s body. They are: the more common allergen-induced anaphylaxis and exercise-induced allergies. So if a person has an exercise-induced allergy they are basically allergic to sports, although it sounds like the perfect excuse for speech kids to get out of gym class, as the Huffington Post writes in their article titled “No Runny Business - Why it Matters” People can in fact experience an allergic reaction to exercise. People usually associate working out with an increased heart rate and a rush of endorphins — not hives, fainting, or an itchy rash. According to studies from the University of Michigan up to 11 percent of young adults, more commonly males, experience this form of anaphylaxis. When a person goes into anaphylactic shock, no matter the cause, there is only one known way to treat it, with the epipen. The epipen provides the correct amount of epinephrine to the individual, since the amount of medicine changes based on whether you are a child or an adult having the correct epipen is very important. Epinephrine relaxes the muscles and allows for increased blood flow to the brain and other organs. Epipens are an essential device for anyone who has anaphylaxis. The chances that you will encounter someone who needs an epipen is increasing but unfortunately so are epipen prices. In 2007 epipens cost an average of $97 but today they cost over $600. As stated by Forbes in an article from January 3rd of this year, the price inflated 450% in only 11 years. This price hike has made the ability to obtain the life-saving device even more difficult, even though the need for epipens has increased.

2nd point:

Although, the first time I experienced anaphylaxis I had eaten an almond, now since my allergy has progressed, even if my skin comes into contact with a tree nut, I could have a reaction. Allergies progress over time, you are more sensitive to second and third exposure since your body has identified the allergen as dangerous and is prepared to attack it. Staying away from an allergen may seem like a simple task. However, it can be especially difficult at large public places like schools, where the cafeteria is full of homemade and school lunches. Knowing concerns about anaphylaxis is becoming increasingly important because anaphylaxis is becoming more and more common. The American College of Allergies and Asthma has seen a 377% increase in anaphylactic reactions from 5 to 22%. In the mid 1990s, 1 in 250 school-aged children had a food allergy, that ratio has changed to 1 in 13 children or about 2 in every classroom. Scientists don’t know exactly what has caused this upsurge of anaphylactic reactions but there are many different possibilities. Thankfully, however, there are many known ways to raise awareness and create a safe environment for everyone. One way the community is getting involved, even those without food allergies, is through the Teal Pumpkin Project. The blue pins on the map represent the addresses that have allergy safe treats on halloween. An easy way to tell if a house is participating is by a teal colored pumpkin outside their door. The Teal Pumpkin Project has skyrocketed in recent years and allows for the community to know which houses are allergy safe. Another way the community is working on becoming more allergy-friendly is in schools, Massachusetts became the first state to enact guidelines for the management of food allergies in schools, calling for “peanut-free” tables in the lunchroom. And posting peanut free classroom signs around the building. Although the different lunch table for students with allergies may seem over the top, restaurants are taking the same approach. In 2015, Panera Bread Co. released an allergy action plan that as a test run had 40% of of their locations add an “allergy-safe” table where meals without the top 5 allergens could safely be served. This new addition to the restaurants proved to be successful and by 2020 Panera plans to have almost all of their locations add the allergy safe table. It’s important that the community is involved and aware of these changes as anaphylaxis is becoming increasingly common.

3rd point:

Airline carriers have a long tradition of serving peanuts on flights, and often serve little to nothing else. But this also presents a challenge to travelers with severe nut allergies, who can suffer a reaction simply by touching a surface that has been exposed to nuts. As anaphylaxis increases in prevalence and along with concerns from passengers, the airline industry is beginning to recognize these concerns. But tensions between passengers with food allergies and airline staff members have risen in recent years, as airlines have begun to enforce stricter rules related to pre-boarding passengers. In the past, passengers with allergies could board the plane early, giving them a chance to wipe down seats, trays and armrests to reduce exposure to allergens. But today many airlines have stopped letting passengers do this. This is Dinah Johnson, after telling the flight attendants that she had a nut allergy, they promptly escorted off the airplane against her will. In spite of the fact that people can’t control if they have allergies, in 2018 alone over 25 people have claimed very similar stories. In a 2017 article by the Guardian, Dr. Jen Bowden writes that since there is no blanket policy on how the different companies should deal with allergies, many passengers don’t know what to expect. Dr. Bowden contines that some airlines train staff to recognize anaphylaxis symptoms, others provide special meals or make an announcement but some do nothing at all. Last year, the Department of Transportation asked the public about a possible peanut ban on planes. It presented three options for debate: a complete ban on serving peanuts on planes, a ban on serving them when a passenger requests, or a requirement for peanut-free buffer zones. However, in a statement from a DOT spokesperson for the Economist they stated that “the Department is prohibited by law from restricting the serving of peanuts aboard aircrafts.” The same Economist article states that of the 134 major airline companies around the world, only 11 have allergy protocols that ensure the passengers safety. Along with that, none bann food allergens, such as peanuts, because apparently it isn’t the best solution. Dr. Ruby Pawankar of the World Allergy Organization states that this request creates a complacent society where people assume that they are safe. Instead, providing masks or wipes for the seats would be a more practical and reliable way to ensure safety for passengers on board with a peanut allergy.

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So to wrap this speech up in a nutshell, we can see that the knowledge and spread of awareness about life threatening allergies is just beginning. Today, we learned about anaphylaxis by understanding how it works, then we looked at regulations that restaurants and schools have adopted before finally looking at how the airline industry has dealt with the increasing number of anaphylaxis cases. Although many kids joke about being allergic to homework, which is typically my excuse, one day that might be true if the rise of anaphylaxis continues.