Barclays Bank Total Quality Management (TQM)

Barclays Bank Total Quality Management (TQM) EXECUTIVE SUMMARY Banks believe that they are in the finance industry, and not in the service industry. Thus they tend to compete in terms of financial prowess rather than service quality. People, resources, time, and systems are devoted more to managing assets and cash rather than managing customers and service. In fact most bank systems are designed to control customers rather than satisfy customers. Products and procedures are set up for the convenience of the bank rather than that of the customer. Banks usually give customer service and satisfaction very low priority. (Rene T. Domingo) The lifeblood of any business is its customers. Customers decide sales based on their perception of product and service quality. Therefore, quality determines profits, and customers alone define and determine what that quality is and should be. Introduction This study will limit itself to the assessment of operations department at Barclays Bank PLC. Information provided is strictly confidential and for the only purpose of this study. 1.0 Introducing Barclays Bank PLC ‘Our strategy is to increase the growth potential of Barclays by continuing to diversify our business by customer, product and geography. John Varley, Group Chief Executive, Barclays Group With over three hundred years of history and know-how in banking, Barclays operates in more than sixty countries and employs one hundred and thirty five thousand people. Barclays progresses, lends, invests and protects the money of over thirty million customers around the world. Barclays Bank Plc, Mauritius with its ninety years of presence in the country, has built itself a very solid reputation. As a branch of Barclays Plc (UK) operating in Mauritius, the bank caters for the domestic and international divisions of the financial sectors. As a fast growing multi-national bank with approximately one thousand two hundred employees, Barclays Bank, Mauritius offer a wide range of services for individual as well as corporate customers. Barclays Mauritius has reported outstanding results for the Year 2010 with a profit after tax increasing by 119% to reach Mur 2.38bn. This includes a one-off gain of Rs 1.33bn from the sale of the custody business to Standard Chartered Bank. As a result, income has increased by 33 % with Mur 4.8bn. The Operation Strategy 1.1 The Operation Strategy in Mauritius The operations area is the driving engine of the bank with a headcount of 450 employees split into the Consumer and Commercial Operations. These two streams will have greater and clearer focus to the business functions to which they provide support. The operations function is headed by the Chief Operating Officer assisted by managers and team leaders from each section. The Operation Function chart 1.2 Purpose of the Project Barclays Bank Plc have to maintain image, reputation, and credibility in order to do their job as custodians of other peoples money. But over the years, the complex systems and bureaucracy were set up and added in the name of control while sacrificing and neglecting customer service in the process. The management is concerned with profitability, growth and resource generation. But only a few inspectors are responsible for checking product quality. If one looks at the concept of Quality and its progress over the years carefully, it is evident that Quality has always been an important element for the success of any organization. pay much attention to the plight of their clients before, during, and after sales. The bank is considering implementing a quality system that conforms to ISO standards. Total Quality Management (TQM), which is about total customer service and continuous customer satisfaction, is applicable not only in the manufacturing industry but in the service sector as well, where the customer is just as important. In fact, customers in the service industry are more sensitive to service quality and service delivery than in manufacturing because they are always in contact with front-line service personnel. Starting a total quality management (TQM) programme will upgrade and improve professional skills of the employees and the proposed programmes will also emphasise the need of excellence in all spheres of management. For design, development and implementation of a QMS, the ISO 9000 approach is completely compatible with the total quality philosophy. ISO system is about standardizing the approach organizations everywhere take in managing and improving the processes that ultimately result in producing better quality products and services. The quality management system is often implemented all at once throughout the organization. Where phased implementation takes place, the effectiveness of the system in selected areas can be evaluated. It would be a good idea initially to evaluate areas where the chances of a positive evaluation are high, to maintain the confidence of both management and staff in the merits of implementing the quality management system. According to initial plans, the proposed training programme will have two stages. The first phase will be implemented in the Commercial operations department. In the next phase, TQM will be applied across all departments across the bank. The process for implementation of a quality management system depends on the size of the organization and complexity of the actual process. Lets have a look at these in our next chapter. Current Situation 2.1 Literature review Supplier quality management is an important aspect of TQM since materials and purchased parts are often a major source of quality problems (Zhang et al., 2000). Many authors advocate that companies must establish supply chain partnerships to motivate suppliers to provide materials needed to meet customer expectations (Harrison et al., 1996; Kumar, 1996; Lambert et al., 1996; Clifton, 2001; Jabnoun, 2000; Thakur, 2002). The quality gurus believe that supplier should be  viewed as an integral part of the organizations business operations (Ishikawa, 1985; Deming,  1986; Crosby, 1989). 2.2 Definitions of Quality Total Quality Management (TQM) is defined as a quality-centered, customer-focused, fact-based, team-driven, senior-management-led process to achieve an organizations strategic imperative through continuous process improvement. The Oxford American dictionary defines Quality as â€Å"A degree or level of excellence†. Feigenbaum, 1983, defines quality as: â€Å"Quality is defined as being about value†. According to Juran, 1989, â€Å"Quality is fitness for use†. The word total in TQM means that everyone in the organization must be involved in the continuous improvement effort, the word quality shows a concern for customer satisfaction, and the word management refers to the people and processes needed to achieve the quality. 2.3 Tools and techniques to depict current situation All departments within the Commercial Operation Functions are linked to each other with the same aim to meet business strategies. However there are no clear interactions and synergies present between them which will make all department functions effectively. The service level between each department is low as there is great competition to perform better than the other. 2.3.1 Flow Chart Figure 3 below, depicts the current situation in the Commercial Operation department. List of tasks to be performed by: 1) Operators: record all incoming and outgoing instructions Operators may liaise with external customer by face to face telephone, emails or signed fax, Nature of instructions/queries by telephone statements, transfers, debit or credit advises, swift copies, queries on cheques/interest/charges acknowledgement of instruction form client either by fax/mail/diskette for salary transfers/or original documents being submitted personally by client Nature of instructions by fax/mail new account opening, change in authorized signatories, transfers, payments of bills or import loans, salaries, request of statement/advices/swift copies, complaints/, of letters of credit/bills/import loan accounts, access to internet banking, Liaise with internal customers like the Consumer Operations department in order to respond to clients queries 2) Team leader: verifies/sample checks whether all incoming and outgoing instructions are logged properly after instructions signed by relationship managers send all instructions to be processed to concerned department Does sample checks whether operators performing jobs as required 3) Line manager: liaises with other departments to help improve quality of service/ attend queries/complaints when same are of high priority and if involves loss to the bank No wonder staffs do not pay attention to customer service since it does not affect their performance evaluation. Most banks do not have a system to handle errors or customer complaints. Few banks realizes that if they continuously cut all processing times, it becomes a WIN-WIN situation customers are happier, and the banks make more money. 2.3.2 The current work flow process is being described in below chart: Our main concern is that the quality of service has decreased to such an extent that we are not able to retain the existing customers. We have to accept that all banks are able to provide the same products but what differentiates one bank from another is its quality of service. Our ultimate goal is providing customer satisfaction. 2.3.3 Ishikawa (Fishbone) Diagram The Fishbone/cause and effect diagram is an analysis tool to display possible causes of a specific problem. Its major benefits is that it pushes you to consider all possible causes of the problem in a structured and uncomplicated manner. Using Ishikawa (Fishbone) diagram, we will be able to identify the reasons why customer service has declined and as such identify remedies. It also helps in indicating how much we know about the process. Poor technology compared To other banks Internal environment (stress, high processing time)Poor communication) Ignorance of staff External On how to make full Environment (highly Utilization of existingvolatile and risky laws and risky technologyindustry, law and legislation) Currently nobody opinion is Bureaucracy 2.4 Implementation of a Quality System There are several approaches that can be used to implement a quality system, like Juran 10 Points for Quality improvement, Crosbys 14 Steps for Quality Improvement, and many others. However for this study, we are going to implement W.E Demings 14 Points for quality improvement. W.E Deming is one of the most famous gurus in quality implementation. He is generally credited with the post-war introduction of quality concepts in Japan. According to Deming : â€Å"The consumer is the most important part of the production line. Quality should be aimed at the needs of the consumer, present and future†. According to Deming, adoption and implementation of his 14 points would be a a sign that management intends to stay in business and aims to protect investors and jobs. Below are the 14 points of W.E Deming and how their application would increase quality and customer satisfaction: 1) Create constancy of Purpose for continual improvement of product and service Management should accept this as number one priority. Resources have to be allocated for long term planning rather than short-term profits. Investment in quality and innovation will ensure existence and competitiveness of the company. Top management should motivate employees and communicate clear policies. For the purpose of this study, implementation of point one will help to remove stress and hence providing a friendly environment to work with. Commitment form top management to invest in innovation and allocate resources for long run will ensure the people (employees and external customers) that the organization is planning to remain in business for the very long run. Innovation will help the bank increase its technology or product/service quality that will help it gain competitive edge over its competitors. This will also help to decrease the gap in technology with other banks. 2) Learn and Adopt the new Philosophy. A change is necessary in the old management methods. Organisations need to understand that higher quality cost less. However change cannot happen overnight. There should be a constant movement towards the new philosophy. First we have to analyse the existing system (as described in figure 2 chart 1 above) and the damaged caused by the current system should be appreciated by everybody (cause and effect diagram). Managers have to admit that they should be more present in day to day business, rather than just delegation work on the operation side. The organization should concentrate on defect prevention rather than defect detection. One dissatisfied customer is equivalent to a lost customer. Defect prevention will help improve process, quality and productivity as each instruction/document returned causes a delay and decrease quality. Top management should make each and every staff aware the benefits the organisation expects to realize through quality management system. The above flowchart (chart 1) can also be called a value chain, and if everybody in the value chain looks for defects, the flow towards the documents/instructions processing will be smooth, quick and the end result will surely meet or even exceed customers needs. 3) Understand the purpose of inspection. Management should understand that the purpose of inspection is to improve the process and reduce cost. Mass inspection is managing for failure whereas defect prevention is managing foe success. Defect prevention decreases long run costs, results in high quality products and minimizes the need for after sales service. For this statistical evidence is required. Team leader should take note about the number of failures with respect to any documents and the reasons why. With proper recognition by staff about building quality in the service or product, the number of failures should decrease and this will also lead to a decrease in number of controls and procedures over time. Use of checklist as a tool of quality control will help management to observe the common defects and how many times they occurred. By checking this on a weekly basis, management would know whether they are decreasing and what is the biggest problem. Checklist Defect type Number of defects Total Day 1, 2, 3, 4, 5 Fraudulent instructions 0, 0, 0 ,0,0 0 Instructions not processed 5, 6, 7, 8, 4 30 Instructions received early but process late 4 , 3, 2, 2, 1 12 Unattended complaints 10, 5, 6, 7, 9 37 Unattended queries 9, 4, 7, 9, 8 37 E.g. Management needs to make staff understand that controls are not punitive measures, but to minimize risk that pose a threat to business. 4) Stop awarding business based on low price alone. Purchasing managers should look at quality form suppliers before making any purchase. There are huge savings that can occur over the long run by purchasing quality products. As Walter Shewhart says: â€Å" Price has no meaning unless a measure of quality is purchased at the same time†. Deming advice is to choose a single supplier for each item on the basis of statistical evidence from the suppliers process feedback loop. This point refers to the technological problem in our study. The appropriate technology that matches the organisation context should have been build in-house rather than sub-contracting or buying the package from outside. This would have helped to meet the needs of the employees better and hence providing and producing quality products. Also building the technology in-house would have required employees from all department collaboration and hence almost each and every staff would have been aware of the technologies and staff would have a sense of belonging to the organization. 5) Improve constantly and forever the system of production and service. Management should take more responsibility for problems by finding and correcting them in order to decrease costs and increase quality and productivity. The focus is again on prevention rather than detection. The process of quality improvement should never stop and it should always be geared towards customers absolute satisfaction. Note that there is always variability around every target and this is why there is always a room for further improvement. Constant improvement will lead to a reduction in customers complaints. Improving quality of service will lead to increase in communication and employees opinions taken into consideration. 6) Institute training on the job. A continuous program of on the job training should be instituted and this should include managers. Investment in proper training of all new employees will ensure that the new comers will know exactly what is expecting from them. Training will help detect variation, use of statistical techniques and helps to keep up with new developments. For our purpose, training will help employees to equip with a better understanding of the job and its requirements. The worker is not just getting satisfaction but also getting an incentive to improve. Proper training will help managers address complaints themselves, help in defining roles and responsibilities and help in the integration between old workers and the new generation. 7) Adopt and institute modern methods of leadership. Management should not create a negative and fault finding environment. They should create a positive and supportive environment where workers job are recognized. For this there should be clear communications at all level. Management should ensure that immediate action is taken whenever defects are identified which compromises quality. Modern leaders should ensure that quality, productivity and performance are continually improved. Difference between old and new school of thoughts should be taken as an advantage. According to Deming, todays leaders should: Lead and motivate by example rather than fear, Teach and counsel rather than judge and supervise. Use mistakes to learn rather than to blame Understand the difference between random and special variation. Management should differentiate between variations due to outside factors (special causes) and random variation (causes are due to the process itself). Size Size Statistical Controlh Out of statistical control Promote team work and mutual trust Provide innovative methods to accomplish the improvement. 8) Drive out fear and create trust and a climate for innovation Management should encourage effective communication and teamwork. Fear is caused by lack of job security, performance appraisals, ignorance of organization goals, and not knowing the job. Fear can be eliminated through proper communication, clear definition of goals and objectives, training and supervision. Once fear eliminated, innovative ideas will crop up. Deming believes that fear makes the implementation of most of his other management points impossible. Elimination fear in the department, will lead to a less stressful environment, positive attitude towards work, opinions being voiced out, decrease the clash between old and new school of thoughts and hence leading to better quality service. Performance appraisal leads to competition, competition leads to jealousy and jealousy leads to fear. Removal of performance appraisal will lead to cooperation. 9) Break down barriers between departments and individuals. Barriers exist among levels of management, among departments and within department. It exists because of poor communication and ignorance of organizational goals. Eliminating barriers, communication channels opened and teamwork organized, competition within the company has to be replaced with cooperation. Note that point (8) and point (9) are allied and go hand in hand. By breaking down barriers, employees from different departments can meet and interact to find quality solutions. 10) Eliminate the use of slogans, Posters and exhortations for the workforce. Exhortations that ask for increased productivity without providing specific improvement methods can handicap an organization. They just express managements desires. According to Deming, people should be given the means to work smarter, not harder. This is quite common in large organizations like Barclays Bank Plc. Due to its large number of employees, management goals are communicated through emails and this is interpreted differently at different levels of the organisation. A more face to face interaction is required so that management policies are understood, friendly environment is created, proper channel of communication developed and employees have a sense of belonging to the organization goals. 11) Eliminate numerical quotas for the work force. Quotas focus on quantity rather than quality. Quotas should be replaced with statistical methods of process control. Instead of management by objective, management should learn the capabilities of the process and how to improve them. Management should stop focussing on figures and start looking at customer satisfaction. Relevant statistical data should be analysed in line with current procedures and system. We have to take into consideration that Mauritius is a small country and it is quite impossible to look for new business every year. The only way to increase sales in through competition among banks. This leads to clients advantage. Same products are offered in all banks but the only difference is the quality of service. Only by improving process and service quality will the bank remain in business for the long run. 12) Remove barriers that rob people of pride of workmanship. Ignorance of organisational goals, punitive supervision and adequate training leads to loss of pride. According to Deming, the two serious mental obstacles which prevent pride in workmanship are performance appraisal and management by objective. These two obstacle leads to internal competition and hence barriers in communication, reduces risk taking and hence decrease in innovative ideas, variability in performance leading to jealousy and fear and focuses on short term results which may prevent the organization from attaining its long term goals. Deming strongly recommends the abolition of annual merit rating because of above reasons. Performance appraisal can be replaced bay a proper leadership and communication and by a proper counselling and development procedure. This will lead to job security, teamwork, friendly environment and all employees will have a sense of belonging to the organization. 13) Encourage Education and self improvement for everyone. An organization requires people who are improving with education. Things change fast. Managers should be aware of this and be appropriately trained. Here we are referring to continual re-education and self-improvement for everyone which is quite similar with point (6). The common truth between both points is that without training there is no guarantee for innovation. Re-training leads to investment in the most important asset of the company its people. This leads to job security, increased motivation and less brain drain. 14) Take action to ensure top management permanent commitment to accomplish the transformation. The top management should demonstrate a commitment and a determination to implement a quality management system in the organization. Without top management commitment, no quality initiative can succeed. The top management should provide evidence of its commitment for e.g. by defining the organizations quality policy and make this known to every employee, ensuring that quality objectives are established at all levels and functions and ensuring the availability of resources required for the development. Management has to accept the primarily responsibility for the never ending improvement of the process. A cultural change is required. All employees should understand and be committed to the new philosophy. Deming advocates† Quality is made in the Board Room†¦.[however]†¦ limitations on quality are also made in the board Room†. 2.5 Obstacles to implementation According to Deming, there are 7 Deadly Diseases that management will face while implementing the above. Lets analyse the 7 diseases (the first seven ones below) as advocated by Deming and others that apply particularly to our case. 1. Lack of constancy of purpose. As long as the focus in on short term thinking, management will fail to plan adequately. This follows from his last point. Constancy will decrease cost, assist innovation, make employees feel secure, they know about the vision of the organisation. 2. Emphasis on short-term profits. This defeats constancy of purpose. Its easy to show short term profits by cutting expenses on training, maintenance and other long term plans. Short term profits is due to fear of takeovers, but if long term strategy/planning is forgone, surely in the long run the company will be more prone to takeovers. 3. Evaluation by performance, merit rating, or annual review of performance. All this should be stopped. The main reasons are because they create competition, fear, they are subjective, concentrate on short term profit. 4. Mobility of management/Job hopping This causes instability and destroys teamwork. 5. Running a company on visible figures alone. Figures can be manipulated. The only figures to be used are those that which represent properly selected statistical data. 6. Excessive medical costs. For our study, this can be related to additional benefits provided by the organisation to its staff. 7. Excessive costs of warranty, fuelled by lawyers who work for contingency fees. 8. Inability of management to use statistical techniques to improve productions. 9. Training once completed is not put into practice. 10. Inability to change the organisational culture and lack of planning. These are long term objectives and if management would like these to happen in the short term, then there will be complete chaos in the organisation. 11. Lack of continuous training and education. 12. Fear of change. For the TQM to succeed, we need to have a careful analysis of its failures/obstacles. But most importantly, management should educate all staff about the reasons for adapting TQM. TQM will not take place until all employees understand and are committed for its implementation Implementation In this chapter, we will have a look about the benefits TQM will have on the department and also how TQM will help in overcoming the obstacles mentioned in the previous chapter. Lets have a look at the direct benefits the department will achieve: Increased effectiveness in the use of the organizations resources to enhance customer satisfaction and improved reliability of its processes through shorter cycles time. This means that processes will be simpler, more reliable and the amount of defects will decrease. Tailor made services can be produced. Improved quality of products and services, leading to reduce in customer rejection of products/services because of poor quality. Results are more predictable. This will lead greater employee and customer satisfaction, hence higher sales and profits. Improved organizational performance and competitiveness. This will be a long term goal for the organization, whereby the organization will have a competitive edge over its competitors. Improve customer loyalty leading to repeat business. It is commonly acknowledged that a satisfied customer tells about four friends, but an unhappy customer tells about thirty people. Customer loyalty will help increase the organization reputation. Reduce or eliminate repetition of work. Responsibilities and accountabilities are clearly defined. This will decrease cost, increase efficiency and make staff performing value added jobs. Reduce management time spent on â€Å"putting out fires†. This is due that there are good controls and everybody is committed in producing quality services/products. This gives management time to focus on improving conditions of work of the staffs. Improve productivity by â€Å"doing it right the first time†. This will decrease cost of re-work, scrap and inspection. Preserve Existing Revenue and increase in revenue. Preserve revenue due to customer loyalty and having an account management team and increase in revenue due to quality products and services and having a sale management team. Staff will be motivated and will work towards the organization objectives. Workforce will be proactive and prevention oriented. Miscommunication between organizations will be minimized leading to cooperation. Establishment of trust and elimination of fear. By providing staff with the appropriate training, this will lead to greater responsibility, and this will inspire, motivate and encourage them to work smarter. This lead to creativity and innovation. Staff will be eager to participate, understand the importance of their role, identify their own constraints, accept ownership of their problems and free sharing of knowledge and experience. Use of statistical techniques will make more data available for analysis and hence leading to improvement. Also this will facilitate decision making (as the structure is well defined) and decisions are made in accordance with staff. Pay much attention to the plight of clients before, during, and after sales. Assesing root cause of complaints will help improve service in the future. Complaints and problems should be looked as an opportunity to enhance quality service and look at the root cause of problems. Other benefits that will accrue to the organization are: Wider customer acceptance of products and services (New customers require ISO compliance) Consumers are confident that they are dealing with an organisatiopn where fair treatment is central to the corporate culture Increased revenue and market share obtained through flexible and fast responses to market opportunities. Internationa

Services Marketing Integrating Customer Focus Across the Firm

services marketing integrating customer focus across the firmChapter 01 Introduction to Services Multiple Choice Questions 1. (p. 4)  In the simplest terms, _____ are deeds, processes and performances. A. Attributes B. Experiences C. Services D. Goods E. Benefits Difficulty: Easy 2. (p. 4)  The maintenance contract offered by Sears on its Kenmore refrigerators, dishwashers and microwaves is an example of a(n) _______. A. Service B. Experience C. Attribute D. Good E. Benefit Difficulty: Easy 3. (p. 4)  When Heather goes to the local gym, she has a personal trainer who helps make sure she is using the equipment correctly.The personal trainer is an example of a(n):   A. Service B. Experience C. Attribute D. Good E. Benefit Difficulty: Easy 4. (p. 4)  Many people when they go on vacation are choosing to leave their dogs in posh pet resorts that offer a variety of activities for the dogs, such as swimming pool frolics, nature walks and hayrides. Dog owners are paying $17 per nig ht for basic boarding at the pet resorts and up to an additional $20 for the other activities, which would be collectively classified as:   A. Goods B. Values C. Services D. Satisficers E. Attributes Difficulty: Easy 5. (p. )  _____ is a key determinant of whether a product offering should be classified as a product or a service. A. Physicality B. Audience passivity C. Tangibility D. Perception E. Abstraction Difficulty: Easy 6. (p. 4)  Which of the following is an intangible component of a car repair shop? A. Replacement parts B. Employee uniforms C. Barrel for storing recyclable motor oil D. The training the mechanic has received E. Customer waiting area Difficulty: Easy 7. (p. 4)  Which of the following is an example of a tangible component provided by a hotel? A. Wake-up call B. Guest rooms C. Room service D. Express check-out E.Guaranteed reservations Difficulty: Easy 8. (p. 3, 11)  Which of the following is NOT an example of a service business? A. Amusement park B. H otel C. Bank D. Department store E. Soft drink bottler Difficulty: Easy 9. (p. 17)  Extron Electronics makes coaxial cables for connecting computers to all types of peripheral devices like printers, modems and fax machines. For the benefit of its customers, Extron provides a laminated card with pictures of all the possible cable connections that a customer could need. With this card, a customer can order from one to any number of connectors with as many feet of cable as is needed.Orders can be placed using a toll-free number, a fax number or an e-mail address. Company reps are also available 24-hours a day in case the customer is not sure which drawing on the card matches his or her needs. Orders are shipped within 48-hours of receipt. If a customer is not completely satisfied with his or her order, Extron has a 100 percent satisfaction guaranteed return policy. Which of the following trends that has influenced the development of services marketing concepts and strategies as illus trated by Extron's focus on customer service? A. The increasing importance of service industries to the U.S. and world economies B. The increase of government regulation of service industries C. The growth in information-based technology D. Increased competition in professional services E. Manufacturing firms are placing increased emphasis on providing services Difficulty: Moderate 10. (p. 7)  Which of the following trends has directly influenced the development of services marketing concepts and strategies? A. The decreasing importance of service industries to the U. S. and world economies B. The growth in information-based technology C. Decreased competition in professional services D.The fact that manufacturing firms are placing increased emphasis on providing services E. None of the above Difficulty: Moderate 11. (p. 8)  On his way to work today, Terry saw a billboard for a physician's group that specialized in vascular surgery. In his local newspaper there was a full-page a d for a medical clinic that performed similar surgery. Then in his mail, he got a brochure from yet another medical clinic asking him if he wanted to get rid of ugly varicose veins. Which trend that influenced the development of services marketing concepts and strategies is illustrated here?A. The increasing importance of service industries to the U. S. and world economies B. The increase of government regulation of professional service industries C. The growth in database marketing D. Increased competition in professional services E. Professional firms are placing increased emphasis on providing services Difficulty: Easy 12. (p. 10)  Which of the following statements about services is true? A. A service economy produces services at the expense of other sectors B. Service jobs are low paying and menial C. Service production is labor intensive and low in productivity D.Service is a necessary evil for manufacturing firms E. The skills needed for managing services differ from those u sed for managing manufacturing businesses Difficulty: Easy 13. (p. 14)  Without good mailing lists, businesses cannot engage in effective direct-marketing advertising. On average 20 percent of the U. S. population moves annually. Return Path is a company that provides changes of addresses to businesses. It takes a business's mailing list, compares it to address changes that it gathers daily in its database and makes any necessary corrections.Return Path is a part of which trend in the services marketing industry? A. The increasing importance of service industries to the U. S. and world economies B. The decrease of human interaction as a result of widespread use of technology-based services C. The growth in the use of technology-based services D. Increased competition in the direct-mail industry E. The fact that direct marketing firms are placing increased emphasis on providing services Difficulty: Easy 14. (p. 14)  Garrett and Hugh were having breakfast when they decided they wa nted to have pizza and watch a video that night.Garrett turned on her computer, brought up the site of a local video store and ordered the movie Cold Mountain to be delivered to her doorstep at 7 p. m. Next she logged on to her favorite pizza restaurant's Web site and ordered a large pepperoni pizza and a bottle of her favorite soda to be delivered at 6:45 p. m. Garrett and Hugh enjoyed their evening. The next morning the video store had someone pick up their tape at Hugh's office. Which trend that influenced the development of services marketing is illustrated here? A. The increasing importance of service industries to the U. S. nd world economies B. The decrease of human interaction as a result of widespread use of technology-based services C. The growth in the use of technology-based services D. Increased competition in the entertainment industry E. The fact that manufacturing firms are placing increased emphasis on providing services Difficulty: Easy 15. (p. 30)  Which of the following statements has been suggested as a plausible explanation for the customer perception that service quality is declining? A. Technology-based services, which are superior to human-based services, are not being implemented enough B.Services are leveling the playing field and consistently trying to offer the same level of service to every customer C. Companies are decreasing their reliance on self-service and increasing the use of human interaction in the performance of services D. Customer expectations are higher because of the excellent service they receive from some companies E. Even though it is Easy to provide consistent, high-quality service, many companies do not want to do it Difficulty: Moderate 16. (p. 30)  Which of the following statements has been suggested as a plausible explanation for the customer perception that service quality is declining?A. Increasing use of technology is perceived by many customers as less service because there is no human interaction B. Companies provide unclear tactics for customers to follow when dealing with service providers C. Delivering consistent, high-quality service becomes routine D. Customers have no concept of what conditions produce to quality service E. Too many talented employees are left mired in front-end jobs that do not challenge them Difficulty: Moderate 17. (p. 15)  Which of the following statements about how technology has positively influenced service is true? A.Technology provides vehicles for delivering existing services in more accessible, convenient, productive ways B. Technology facilitates basic customer service functions C. Technology facilitates transactions by offering a direct vehicle for making purchases D. Technology provides an Easy way for customers to learn and do research about products and companies E. All of the above statements about how technology has influenced service are true Difficulty: Easy 18. (p. 14)  Which of the following statements describes how consumers and employees are responding to technology-based services? A.Services can readily calm fears that privacy may be sacrificed if technology is used B. An infusion of technology can lead to an increase in human interaction C. The payback for investments in technology is a certainty D. Employees are often reluctant to integrate technology into their work lives E. All of the above statements describe how consumers and employees are responding to technology-based services Difficulty: Easy 19. (p. 20)  The most basic and universally cited, difference between goods and services is:   A. Heterogeneity B. Perishability C. Intangibility D. Comparability E. DivisibilityDifficulty: Easy 20. (p. 20)  The characteristic of a service that means that it cannot be seen, felt, tasted or touched is:   A. Intangibility B. Heterogeneity C. Divisibility D. Perishability E. Compatibility Difficulty: Easy 21. (p. 20)  On a recent visit to The Home Depot store, a sales associate greeted Gigi when she entered the store, helped her locate the items she needed to repair her gutters and suggested how she could prevent gutter problems in the future. The assistance provided by the sales associate illustrates the ______ of services. A. Intangibility B. Comparability C. Divisibility D. PerishabilityE. Compatibility Difficulty: Easy 22. (p. 20)  In India weddings are timed to occur when Venus is in the ascendant and Jupiter is strong. This day is deemed lucky. In 2005, almost 15, 000 couples in New Delhi had their wedding on December 25, the day astrologers announced would be the best day for a wedding. The service provided by the astrologers is an excellent illustration of the _____ of services. A. Intangibility B. Comparability C. Divisibility D. Perishability E. Compatibility Difficulty: Easy 23. (p. 20)  Last November, Andrew and Jana went to talk to a wedding consultant about planning their June wedding.The consultant congratulated them on thinking ahead and then began to ask th em questions about what kind of wedding they wanted. She gave them a book that contained all the information they needed to plan a memorable wedding. They met with the consultant regularly to talk about how the plans were coming and made more decisions with her help. The consultant helped them with everything from invitations to wedding reception favors. She even went with Jana to select her wedding gown and her bridesmaids' gowns. The sort of assistance provided by the wedding consultant illustrates the _____ of services. A. IntangibilityB. Comparability C. Divisibility D. Perishability E. Compatibility Difficulty: Easy 24. (p. 21)  Which of the following statements describes a marketing implication that results from the intangibility of services? A. Customers participate in and affect the transaction B. Service quality depends on many uncontrollable factors C. Services can be readily communicated D. There is no sure knowledge that the service delivered matches what was planned a nd promoted E. Services cannot be inventoried Difficulty: Easy 25. (p. 21)  The characteristic of a service that refers to differences in employees' performances is:   A.Intangibility B. Heterogeneity C. Divisibility D. Perishability E. Simultaneous production and consumption Difficulty: Easy 26. (p. 21)  The first time Terry brought his car to Auto Lube to have the oil changed he was very satisfied with the service. The service manager consulted him several times while his car was being serviced, asked him if there were any problems with the car, recommended when additional services should be performed and answered questions directly and politely. However, when Terry went back to Auto Lube after three months to have his oil changed again, he was not satisfied with the service.The manager spoke to him only when he arrived and when he paid his bill. In addition, the manager was impatient and unfriendly during the interaction. Terry's experience at Auto Lube illustrates the ____ _ of services. A. Intangibility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Divisibility Difficulty: Easy 27. (p. 21)  The first time Alexis went to take golf lessons, she had a golf pro who was very patient with her and who was able to pinpoint what she was doing wrong without making her feel uncoordinated. Her second golf lesson was not nearly as helpful.The golf pro who gave the lesson wanted Alexis to watch what he was doing and imitate his swing. He was unable to verbalize his instructions. Alexis's experience with the two golf instructors illustrates the _____ of service. A. Intangibility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Divisibility Difficulty: Easy 28. (p. 21)  Two roommates both registered for an introduction to business class. At midterm, one roommate found his instructor so boring that he was thinking of changing his major to history. The other roommate had a charismatic teacher and loo ked forward to going to class.This heterogeneity of instruction demonstrates:   A. How difficult it is to synchronize supply and demand with service B. That customer service depends on employee actions C. How customers affect each other D. The fact services cannot be readily communicated or displayed E. Why services cannot be inventoried Difficulty: Easy 29. (p. 21)  Weddings have always been lavish in India. Vandana Mohan is New Delhi's most successful wedding planner. The average New Delhi middle-class wedding in 2005 cost $20,000 with one recent wedding costing more than $10 million.Because budgets vary as do the desires to show off one's ability to engage in conspicuous consumption, Vandana Mohan sometimes finds it difficult to maintain his reputation for lavish and beautiful weddings. The problems associated with the planning of weddings illustrate the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishabili ty E. Intangibility Difficulty: Easy 30. (p. 21)  Parents everywhere are very busy and often cannot spend time with their children.In the Netherlands, children who want a bedtime story can call the telephone service and request to listen to one of twenty prerecorded fairy tales. The phone company charges $7 per story. Because of the prerecording of the stories, this bedtime service reduces the problems typically associated with the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Intangibility Difficulty: Easy 31. (p. 22)  Which of the following is a marketing implication that results from the heterogeneity of services? A.Services cannot be returned or resold B. Services cannot be patented C. Services cannot be inventoried D. Mass production of services is difficult E. All of the above are marketing implications resulting from the heterogeneity of services Difficulty: Easy 32. (p. 22)  Because of t he _____ of services, service producers find themselves playing a role as part of the product itself and an essential ingredient in the service experience for the consumer. A. Comparability B. Intangibility C. Heterogeneity D. Simultaneous production and consumption E. Perishability Difficulty: Easy 33. (p. 2)  Due to the _____ characteristic of services, customers can affect the transaction and how others perceive the transaction. A. Comparability B. Intangibility C. Heterogeneity D. Simultaneous production and consumption E. Perishability Difficulty: Easy 34. (p. 22)  The Offshore Sailing School in Jersey City, New Jersey offers a basic sailing course, which takes place in three days over two weekends, for $495. Students enrolled in the course attend classroom sessions that cover the theory and technology of sailing and receive hands-on sailing instructions in the water that introduces them to all fundamental sailing kills. Student participation in the Offshore Sailing School' s classroom sessions and hands-on sailing instructions illustrates the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Intangibility Difficulty: Easy 35. (p. 22)  For their wedding anniversary, Beth and Rick wanted to go skydiving. They enrolled in a skydiving class at the local airport at a cost of $260. After a 30-minute training course in which everything that was going to happen to them was carefully explained, Beth and Rick were sent up in an airplane with two skydiving experts.Each was placed in a harness arrangement with one of the experts and did what is called a tandem dive. With a tandem dive, Beth and Rick get to enjoy the experience without having to worry about when to open the parachute. The skydiving expert does that for them. This tandem jump illustrates the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Intangibility Difficulty: Easy 36. (p. 22)  Which of the following statements describes a marketing implication that results from the simultaneous production and consumption of services?A. Services cannot be returned or resold B. Service quality depends on many uncontrollable factors C. Employees affect the service outcome D. Services cannot be readily displayed or communicated E. There is no sure knowledge that the service delivered matches what was planned and promoted Difficulty: Easy 37. (p. 22)  _____ refers to the fact that services cannot be saved, stored, resold or returned. A. Intangibility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Incompatibility Difficulty: Easy 38. (p. 2)  In India weddings are timed to occur when the stars and planets are in certain positions, which are deemed lucky. In 2005, almost 15,000 couples in New Delhi had their wedding on December 25, the day astrologers announced would be the best day for a wedding. Wedding planners had to prepare all year for this one date instead of planning lots of weddings throughout the year. The service provided by the Indian wedding planners illustrates the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D.Perishability E. Intangibility Difficulty: Easy 39. (p. 22)  An attorney who charges a client for a missed appointment is taking into account the _____ characteristic of services. A. Heterogeneity B. Simultaneous production and consumption C. Incomparability D. Perishability E. Intangibility Difficulty: Easy 40. (p. 22)  Bob Wilson owns and operates Flashdance Skating Rink. Last Monday afternoon, he had rented the rink out for a birthday party that was cancelled at the last minute due to a flu epidemic that had sickened three-fourths of the children who were invited.While Wilson kept the deposit, he did not get the skate rental fees or the snack food money he had anticipated from the rent al. Wilson lost money as a result of the _____ characteristic of services. A. Heterogeneity B. Simultaneous production and consumption C. Incomparability D. Perishability E. Intangibility Difficulty: Easy 41. (p. 20)  Which of the following is a marketing implication that results from the perishability of services? A. Service quality depends on many uncontrollable factors B. Employees affect the service outcome C. Synchronizing supply and demand is difficult D. Customers participate and affect the service outcomeE. Service delivery and customer satisfaction depend on employee actions Difficulty: Easy 42. (p. 23)  Which of the following is NOT an element of the traditional marketing mix? A. Production B. Place C. Product D. Price E. Promotion Difficulty: Easy 43. (p. 24)  In addition to the elements of the traditional marketing mix, the expanded mix for services includes:   A. Positioning, personalization and process B. People, physical evidence and process C. Personalization , procurement and people D. Profit, production and psychology E. People, partnerships and positioning Difficulty: Easy 44. (p. 4)  Which of the following is an example of the people element of an airline company's services marketing mix? A. Pilots B. Baggage handlers C. Customers D. Flight attendants E. All of the above Difficulty: Easy 45. (p. 24)  Andreason Removal Company removes asbestos from old houses and buildings. Which of the following is an example of the people element of services marketing mix? A. Federal inspectors who check behind Andreason's employees to make sure the job is done properly B. People in the community where it disposes of the asbestos C. Physicians who have studied the dangers of breathing asbestos D.People who hire the company to remove the asbestos from their property E. Suppliers who provide the uniforms and masks to protect Andreason's employees from the asbestos Difficulty: Easy 46. (p. 24)  When Alicia and Jordan dined at Formia Ristorante, a contemporary Italian restaurant in New Jersey, they both enjoyed Formia's coy, smart and embracing atmosphere. Formia creates this atmosphere with a single large dining room that measures 20 by 60 feet and contains 14 roomy tables. Ceiling fans slowly swirl as candlelight dances across the tables that are attentively cared for by servers.Vertical pink and white florid patterns emerge from old wainscoting. Finally, Formia's two-page menu offers guests a range of pasta, chicken, veal and seafood entrees, in addition to nightly specials that are handwritten and presented on large index cards. Alicia and Jordan experienced the _____ element of Formia Ristorante's services marketing mix. A. Product B. Production C. Process D. Place E. Physical evidence Difficulty: Easy 47. (p. 24)  Ruth recently visited a day care center that is convenient to her work. Ruth is thinking of letting the day care workers care for her infant son while she is at work.The first thing Ruth noticed when she wa lked in the door of the facility was the smell of urine. There was a dead plant in the window. Three babies were crying and no one was paying them any attention. Other children that Ruth could see looked listless. In this example, Ruth experienced the negative side of the _____ element of the day care center's services marketing mix. A. Product B. Production C. Process D. Place E. Physical evidence Difficulty: Easy 48. (p. 24)  Historically, the Japanese have had poor dental care. As part of their beauty regimen, the Japanese do have a habit of lightening and whitening their skin.Teethart has developed â€Å"tooth manicure† salons, which allow Japanese to match their teeth coloration to their skin. Each treatment takes place in a small booth, which contains an ergonomically-designed chair, muted lights and New Age-style music. The walls are painted calming shade of blues and greens. Teethart uses the _____ element of its service to reduce stress associated with dental proce dures. A. Product B. Production C. Process D. Place E. Physical evidence Difficulty: Easy 49. (p. 24)  Historically, the Japanese have had poor dental care.As part of their beauty regimen, the Japanese do have a habit of lightening and whitening their skin. Teethart has developed â€Å"tooth manicure† salons, which allow Japanese to match their teeth coloration to their skin. A personalized whitening mouthpiece is developed for each patient. The mouthpiece is placed around the teeth and a cleaning solution is added. The patient listens to soothing music and sits in a comfortable chair while his or her teeth are whitened. Monthly treatments in this spa-like environment reflect the _____ element of Teethart's service mix. A. Product B. Production C. Process D. Place E. PromotionDifficulty: Easy 50. (p. 24)  Yesterday, Mike went to the dentist for his 6-month check-up. Two weeks before he went to the dentist, he called the office to make an appointment. The day before his ch eck-up, the office's receptionist called him to confirm his appointment. When Mike arrived at the office, he checked in with the receptionist and then waited in the waiting room for 15 minutes, reading a magazine, before being greeted by the dental hygienist, who escorted him to an examination room. The dentist entered the room, greeted Mike, examined Mike's teeth, took a set of x-rays and asked the dental hygienist to clean Mike's teeth.When his teeth were cleaned, the hygienist told Mike he should return in 6 months for another check-up. Mike experienced the _____ element of the dental office's services marketing mix. A. Product B. Personalization C. Process D. Place E. Physical evidence Difficulty: Easy True / False Questions 51. (p. 6)  Corn, bricks and paper clips are three examples of tangible dominant products. TRUE Difficulty: Easy 52. (p. 5)  According to the concept of derived services, the value derived from physical goods is really the service provided by the good, n ot the good itself. TRUE Difficulty: Easy 53. (p. 0)  The development of services marketing concepts has been strongly influenced by professional services like doctors and attorneys. TRUE Difficulty: Easy 54. (p. 12)  Despite the importance of services and the bottom-line profit potential for services, consumers perceive that overall the quality of service they are receiving is declining. TRUE Difficulty: Easy 55. (p. 10)  The deregulation of industries has actually lessened the demand for services marketing skills. FALSE Difficulty: Easy 56. (p. 16)  Technology is creating a demand for ethnocentric services. FALSE Difficulty: Easy 57. (p. 7)  All businesses and organizations that operate on the Internet are essentially providing a service. TRUE Difficulty: Easy 58. (p. 22)  Because a product is tangible, it cannot be inventoried. FALSE Difficulty: Easy 59. (p. 22)  Because the production and consumption of services is simultaneous, the mass production of services is d ifficult. TRUE Difficulty: Easy 60. (p. 22)  A primary issue that marketers face in relation to service perishability is ensuring service quality over time. FALSE Difficulty: Easy 61. (p. 21)  Pricing is easier when marketing services than when marketing goods. FALSE Difficulty: Easy 62. p. 24)  The seven elements of the marketing mix for services are product, promotion, place, price, process, physical evidence and people. TRUE Difficulty: Easy Short Answer Questions 63. (p. 4)  What do deeds, processes and performances have in common? Those words together define what a service is. Difficulty: Moderate 64. (p. 4)  What do tax preparation services, law offices, dental practices and architects have in common? They are all industries classified as part of the service sector. Difficulty: Moderate 65. (p. 6)  What is the key determinant of whether a product is a good or a service? Its intangibility.Difficulty: Moderate 66. (p. 6)  Luke Rison has developed a great new massag e therapy that can completely alleviate the pain produced by the typical migraine headache. He wants to patent his massages. What is wrong with this plan? A massage is a service. Services are by definition intangible. Intangibles cannot be patented. Difficulty: Moderate 67. (p. 6)  Weight loss centers provide moral support and weight-loss aids to those who believe they need to diet. The centers often use before and after pictures of their most successful cases to overcome problems associated with which service characteristic?Intangibility. Difficulty: Moderate 68. (p. 20)  Keith overheard two women comparing the way the dog groomer clipped their poodles. One claimed the groomer did not cut the hair between her dog's toes as was advertised, but that everything else about the cut was perfect. The other groused that the groomer left the hair on her dog's tail too long, but at least the hair on his feet had been cut. Which characteristic of service were the two women discussing? Het erogeneous. Difficulty: Moderate 69. (p. 21, 22)  Briefly explain why it is impossible to mass produce a service.Services are typically produced and consumed at the same time. Difficulty: Moderate 70. (p. 22)  Imagine you own an ice skating rink that operates in Aspen, Colorado. What is your primary concern when considering service perishability? Your inability to create an inventory when demand for your service is low. Difficulty: Moderate 71. (p. 22)  Maria Kingsley is a fortune teller. She is concerned because today two of her clients missed their appointments to have her read their Tarot cards and she had plans for the money she would have earned. With which characteristic of services is Kingsley most concerned?Perishability. Difficulty: Moderate 72. (p. 24)  A service provider is studying other services to see how they achieve and maintain service quality. The service provider has looked at nurses, concierges, massage therapists and department store customer service rep resentatives. With which element of the services marketing mix is the service provider concerned? People. Difficulty: Moderate 73. (p. 24)  Which elements of the services marketing mix are influenced by the techniques used to recruit and train new employees as telemarketers? People and process. Difficulty: Moderate 74. (p. 4)  Which element of the services marketing mix is influenced by the health inspector's report that is prominently displayed in all restaurants? Physical evidence. Difficulty: Moderate 75. (p. 24)  Which elements of the services marketing mix is being used when the guy preparing pizzas in the front window of an Italian restaurant tosses the pizza dough in the air? People and process. Difficulty: Moderate 76. (p. 24)  An airline is concerned with whether its passengers are satisfied with how their luggage is handled before, during and after a flight. With which element of the services marketing mix is the airline concerned?Process. Difficulty: Moderate 77. (p. 16)  How are customers and employees responding to the proliferation of technology-based services? Technology is providing vehicles for delivering existing services in more accessible, convenient, productive ways. Technology facilitates basic customer service functions such as bill paying and order tracking. Technology also facilitates transactions by offering a direct vehicle for making purchases. Technology also gives customers access to a wealth of information. Through self-service technologies, customers can serve themselves more effectively.On the downside, customers worry about privacy and the confidentiality of their personal information. Customer technology readiness is also an issue with some customers who prefer to be laggards. With technology infusion, there is a loss of human interaction, which may be seen as a negative by both customers and employees. For employees, technology can provide tremendous support in making them more efficient and effective in delivering services. Customer relationship management and sales support software are broad categories of software that can aid front-line employees in providing better service.Employees can use the information available through technology to customize services and create greater customer satisfaction. Not all employees are eager to integrate technology into their work life either because they don't want to change or they don't see value in the new technology. Difficulty: Challenging 78. (p. 17)  What does it mean when someone says, â€Å"The Internet is a service†? All businesses and organizations that operate on the Internet are essentially providing services-whether they are giving information, performing basic, service functions or facilitating transactions.Thus, all the tools, concepts and strategies learned in studying services marketing have direct application to e-business. Although the Internet has changed how people do business and what offerings are possible, it is clear th at what customers still want is basic services. Difficulty: Challenging 79. (p. 20-22)  List the four characteristics of service and discuss how each would impact the marketing of a chain of fitness centers that is being started by six former Olympic athletes. Student answers will vary.They need to look at intangibility, heterogeneity, simultaneous production and consumption and perishability issues and relate each to its marketing implications listed in Table 1. 2. The following is a possible answer. Intangibility-If they develop some unique weight-training or aerobic exercise program, they cannot be patent it. Moreover, it could be easily copied by competitors. The service itself is difficult to promote because they can only show the results of using their fitness center.Pricing will also be complex because of the intangibility of service-people have to believe they are getting their money's worth. Heterogeneity-Employees must be carefully trained and even then inconsistency of service is a possibility, especially if an employee has to work overtime. There are many uncontrollable factors that determine the effectiveness of the fitness center, including the motivation level of the customers. There is no way the athletes can be sure customers are receiving the services exactly as they are being promoted-what if an aerobics instructor is sick.Simultaneous production and consumption-Patrons who sign up but don't attend miss the benefits of the program as do patrons who talk others into boycotting instructors who require a full commitment. Employees who are not committed to fitness and miss exercise classes also can cause problems. Perishability-Fluctuating attendance in terms of time of day and day of week will make it difficult to provide the service. If members are not there at the time the class is offered, that class cannot be resold. Difficulty: Challenging 80. (p. 24, 25)  Stakeholders are defined as all the people who have an interest in the success o r failure of a firm.With this definition in mind, comment on the following statement: â€Å"All stakeholders are a part of the people element of the services marketing mix†. People who would have an interest in the success or failure of an organization would include its employees, suppliers, stockholders, distributors, legislators and government officials, consumer advocates and people in the community. The people element includes all human actors who play a part in service delivery. Therefore, the two terms are not typically synonymous. The people element of a service is limited to employees and customers. Difficulty: Challenging

Historical events Essay

Depending on the political views of a reporter, columnist, author, or news agency, the facts can be reported in a variety of different ways. This can often cause controversy regarding the truth, as different sources report differing things as being true. This is also true when speaking of historical events, as different people will speak differently of different events, depending on their political affiliation and beliefs. By slating the information in a particular way, the reporter can further his or her own political agenda, by making his or her beliefs seem like the right ones. If a person is a conservative politically, it would not make much sense for him or her to report the news in a manner that would support liberalism and vice versa. This is apparent in the way that Fox News and CNN report the news on a daily bases. There are clearly some political biases that distort the fact, in order to best serve the beliefs held by the people at these agencies. In a historical sense, it would not make much sense for a government to re-tell history in a manner that makes it seem tyrannical or even blood thirsty, so based on these political goals, the government can simply choose to leave certain aspects of history out. This makes it possible for them to manipulate public opinion in the manner that best compliments their objectives. An example of how the manner in which a news story is reported can change the entire event is perceived is a recent story that was picked up by both Fox News and CNN. The story was about a tour that President George W. Bush and Secretary of Defense Donald Rumsfeld embarked on in order to increase support for the war in Iraq. While the exact same speech was covered by both news agencies, the information that was passed on to the public was different in each case. Fox News focused on the positives that had been accomplished in Iraq. It started by giving numbers on how many Iraqi soldiers had been trained to fight insurgents in the region. Rumsfeld was quoted as saying that â€Å"95 battalions, 50,000 of the 212,000 Iraqi force, are trained, equipped and in the fight against insurgents† (Baier). Fox also made a point of mentioning how Iraqi forces were taking an increased role in the stabilization of Iraq and they were well on their way to being able to defend their own country. Fox continued on by including Rumsfeld’s quote that withdrawing troops from Iraq would be counter productive to their anti-terror movement and would â€Å"put the United States ‘at still greater risk’† (Baier). Fox News did not forget to mention how George Bush said that he has a strategy for victory, despite the fact that no specific strategy is discussed. Lastly, Fox News included Rumsfeld’s claim that â€Å"most citizens in Iraq are not supporting their (the insurgents’) cause† (Baier). By comparison, CNN took this story in a completely different direction by adding negative views on the war to its coverage. CNN begins by mentioning that the war is becoming â€Å"increasingly unpopular† (Bush: No Iraq Pullout Without Victory) in the United States. CNN continues on with its unflattering views by saying, â€Å"About 159,000 troops are in Iraq, up from about 138,000 in the summer† (Bush: No Iraq Pullout Without Victory). This shows how unsuccessful the Bush administration has been at accomplishing its goal of getting the troops out of Iraq. The CNN articles also reminds the reader that the war began under the assumption that Iraq was in possession of weapons of mass destruction and that despite this claim, no weapons had been found in the country. This is something that the government would desperately like the people to forget, but CNN will not let them. CNN also gives figures on the death toll of American troops in Iraq. This is another soft spot, as those who oppose the war often bring up the fact that many American soldiers have died fighting in a war that has no point. A quick mention is also given of anti-war demonstrators that showed up while Bush was speaking. Fox made no mention of this because it is very anti-Bush. Finally, CNN’s coverage of this story included the opinions of Senator Jack Reed, who is a Democrat from Rhode Island. His opinions are anti-Bush, due to his political affiliation. Reed comments add to the negative picture this article paints of Bush. These two articles cover the exact same thing, but they are obviously spun in very different directions. While some of the same quotes are used in both stories, they are not used in the same manner. Due to their conservative viewpoints, which coincide with the Republican Party’s viewpoints, Fox News focuses on the positives that are coming out of Iraq. Since Fox News is seen as a supporter of the Bush administration, it will slant its stories to paint Bush and his associated in a positive manner. Fox also does not include any opposing statements or differing points of view in its article, which gives the reader the impression that what they are reporting is the only opinion of this subject matter. CNN, on the other hand, is better at exploring both sides of the story. This article is more centerist than anything else, as it presents both sides of the story, although perhaps not equally. CNN says a lot of negative things about the war in Iraq, due to its liberal ideology, but it also does include what Rumsfeld said about certain things. CNN’s coverage does not follow one particular political ideology but can rather be interpreted as anti-conservative which, in turn, makes it anti-Bush. Seeing as how a story that quotes both Bush and Rumsfeld would only give one political view, CNN brought in the help of a Democratic Senator, in order to give a differing ideology on the matter. Both of these networks take the events that occurred, and organize them in a manner that will appeal to their viewers the most, even though both of them leave things out and include outside resources that contribute to their goals. This trend, however, has led to the public becoming â€Å"increasingly cynical toward the news media, as reflected in the slumping credibility ratings for many outlets. More generally, a majority of Americans (53%) agree with the statement ‘I often don’t trust what news organizations are saying. ’ And while 43% disagree with that statement, just 9% completely disagree with it† (Attitudes Toward the News: News Audiences Increasingly Politicized). A historical event that that has been changed due to a particular political ideology is the happenings surrounding the Nicaraguan election of 1990. The American government had the ideology that the Sandinistas, who were in power in Nicaragua, were not good for American interests in the region. It was reported in the New York Times just after the election that this was a long overdue victory for the opposition party, as American political ideals did not agree with the Socialist regime in Nicaragua. David Shipler wrote, It is true that partly because of the confrontation with the U. S. , Nicaragua’s economy suffered terribly, setting the stage for the widespread public discontent with the Sandinistas reflected in Sunday’s balloting. But few governments become moderate during a war; the contra war strengthened Sandinista hard-liners and probably contributed to their oppressive policies. The way to resolution opened only when Congress suspended the war, in effect, to give the Sandinistas a chance to proceed democratically. . . . Thus, Nicaragua’s election has vindicated Washington’s fledgling program of providing public, above-board funding to help democratic procedures take root in countries with authoritarian regimes. (A. 27) Due to the slant that the American government wanted to put on this situation, they only released certain information to the general public, which gave the public a favorable opinion of how the situation was handled. The American government portrayed Sandinista leader Daniel Ortega as a vicious man who tormented his people for years and only lost the his power when he agreed to a democratic election. In reality, however, Ortega won an election in 1984 by quite a wide margin and had been making strides in Nicaragua, until a group of U. S. backed militants began a war with him and his troops. This is the dominant ideology as well. During this time period, the United States was able to use the fact that the Sandinistas are a left wing party, as the Communist Party in the Soviet Union was, in order to gain support for their actions in Nicaragua. The American government to this day continues to tell the people of the United States that U. S. policy aims to continue supporting the consolidation of the democratic process initiated in Nicaragua with the 1990 election of President Chamorro. The United States has promoted national reconciliation, encouraging Nicaraguans to resolve their problems through dialogue and compromise. It recognizes as legitimate all political forces that abide by the democratic process and eschew violence. U. S. assistance is focused on strengthening democratic institutions, stimulating sustainable economic growth, and supporting the health and basic education sectors. (Background Note: Nicaragua) A differing political view, however, is held by Noam Chomsky. He has reported much different happenings in Nicaragua, due to his political angle being much different than the American government’s and the New York Times’. He has reported that â€Å"Nicaragua was†¦exceptional in the strength of that government’s commitment†¦to improving the condition of the people and encouraging their active participation in the development process† (Chomsky 42) which makes the United States’ goal of keeping the Sandinistas out of power seem odd. The real reason why the American government did not want to have the Sandinistas in power was that they believed in distributing wealth evenly among its population. They had a steal from the rich and give to the poor-type of mentality. This goes against the capitalist society that the United States prides itself on. The American government saw that socialism had the potential to work in Nicaragua and was worried about what kind of message that would send to the rest of the world. As it turns out, reports Chomsky, the American government funded the insurgents that caused so many problems for the Nicaraguan government while they were in power. They were provided with American weapons and resources, in order to make the people of Nicaragua believe that the government was not in control of things, in order to make them vote for someone one. None of these things were reported very regularly in American newspapers because of political views and they have changed the way this entire situation has been viewed in history. Throughout history, politics have played a huge role in the way news is reported. The political ideologies held by an individual or agency can impact the story that the public hears. Many times, different agencies will report on the exact same story, but with different results. Other times, the real story does not make it to the mainstream media, but rather comes out later in books and journals. These political views change the way things are reported and also the way things are remembered in the future. It is entirely possible to have your entire memory of an event molded by the network you switched to in order to watch the coverage. Past, present, and future events have all been manipulated by media and this trend will continue because there will always be political bias. Because of this, it is important to get news from as many sources as possible, and make an educated decision on what the real truth is.

Literary Foils Of Pride And Prejudice By Jane Austen

â€Å"Distinguished by her sisters†: Literary Foils in Pride and Prejudice The bicycle, the tin can, the steam locomotive, exercise, and the Bennet sisters; all of these were creations that came from Regency England. All of these things have had a lasting effect on modern day society. While the Bennet sisters seem the least important, the story of their lives provides modern society with insight into how the upper class in Regency England lived. The Bennet sisters themselves are an eclectic group of girls; each one has her own distinct personality. In Pride and Prejudice by Jane Austen, the minor characters: Mary, Lydia, and Kitty, serve as literary foils to glorify the good traits of the major characters: Jane and Lizzy. Of the five Bennet sisters, three of them get engaged/married throughout the book. Of those three, Jane and Lizzy have happy, loving marriages. The other marriage, Lydia’s marriage, was forced due to her scandalous relationship. Jane was ecstatic to be engaged and was truly in love with her fiancà ©: â€Å"Oh! Lizzy, why am I thus singled from my family, and blessed above them all! If I could but see you as happy! If there were but such another man for you†(Austen 300). Jane, and later on Lizzy, got engaged to a wealthy upper class man who she truly loved. Lydia’s relationship did not begin as joyfully as her sisters’. Lizzy demonstrated the issues of the marriage perfectly: â€Å"How Wickham and Lydia were to be supported in tolerable independence, she could notShow MoreRelatedJane Austen s Pride And Prejudice1115 Words   |  5 Pageseach one has her own distinct personality. In Pride and Prejudice by Jane Austen, the minor characters: Mary, Lydia, a nd Kitty, serve as literary foils to glorify the good traits of the major characters: Jane and Lizzy. Of the five Bennet sisters, three of them get engaged/married throughout the book. Of those three, Jane and Lizzy have happy, loving marriages. The other marriage, Lydia’s marriage, was forced due to her scandalous relationship. Jane was ecstatic to be engaged and was truly in loveRead MoreThe Character of Lady Catherine de Bourgh In Pride and Prejudice1175 Words   |  5 Pages Although typically overlooked by the inattentive reader, the minor character can serve a myriad of literary roles from adding to the overall story elements to distinguishing the character’s impact on the plot. In Pride and Prejudice by Jane Austen, minor characters play a paramount role in advancing the plot, reinforcing Austens tone, and uniquely contributing to the work as a whole. Surprisingly, the impact of a certain minor character upon the work is illuminated as well as expatiatedRead MoreJane Austen s Pride And Prejudice Essay968 Words   |  4 Pagesown distinct personali ty unlike the others. In Pride and Prejudice by Jane Austen the minor characters: Mary, Lydia, and Kitty, serve as literary foils to glorify the good traits of the major characters: Jane, and Lizzy. Of the five Bennet sisters, three of them get engaged/married throughout the book. Of those three Jane and Lizzy have happy, loving marriages, the other marriage, Lydia’s marriage, was forced due to her scandalous relationship. Jane was ecstatic to be engaged and was truly in loveRead MoreNervousness in the 19th Century1283 Words   |  6 Pagesaccording to Dr. George M. Beard, â€Å"strictly deficiency or lack of nerve-force† (American Nervousness, vi) in the 19th century. Nervousness at the time, was commonly acknowledged and accepted, so much so that it was written into literature, such as many of Jane Austen’s works. Many doctors considered nervousness to be a â€Å"woman’s disease† meaning that women were the most afflicted by this condition. Doctors of the 19th century have found excuses to restrict, restrain, objectify and metaphorically and literallyRead MoreMiss Mary Bennet, By Jane D. Austen1177 Words   |  5 Pagesone in the family, [ who] worked hard for knowledge and accomplishments,† (Austen 11) provides her readers with another perspective of the female sphere. Even at the Netherfield Ball, young Mary occupies herself at the piano, connecting rarely with others, and even more rarely dancing with a gentleman (Austen 48). Unlike her sisters, Mary Bennet has no preferences on males; â€Å"what are men compared to rocks and mountains† (Austen 73). Her devotions in her youth are centered in accomplishments, such as