Importance Of A Career Coach - 780 Words

Do you often find yourself locked in a staring competition with the clock, willing it to hit 5 PM so you can finally leave the office? You’ve done every task on your to-do list for today, tomorrow, and even the day after, but somehow there’s still time to spare. Maybe you even find yourself hitting refresh on your inbox, hopeful that you’ll get something (anything?) to add to your plate. Sound familiar? I’ve been there before, and it’s not the most fun to be bored at work. And I’m not proud of it, but I’ve run the gamut of taking office laps, extra trips to the kitchen, and even long breaks (we called it â€Å"taking executive lunch†) to help the long workday pass more quickly. Fortunately, it didn’t take me long to find smarter ways to take†¦show more content†¦You’ve got nothing to lose other than the time you’re trying to fill. And it’s worth it: Working on your confidence will help you shine at the next all-hands meeting and in your social life. 7. 30 Free Ways to Find the Answer to â€Å"What Should I Do With My Life?† And if you’re so bored that you think it’s time to find your life passion, we have 30 free ways for you to explore just that. Can We Send You a Helpful Email? More articles like this one, job opportunities youll actually like, and advice that doesnt sound like it was written in the 80s. YOUR EMAIL GO MOST POPULAR 7 Easy Craft Projects You Can Make With Office Supplies The Just Right Reaction When You Mess Up at Work 15 Amazingly Accurate Things Thatll Happen After You Work in an Office for Too Long How to Make Boring Tasks Suck Less TOPICS Getting Ahead , Links We Love , Career Advice Career Guidance Nina understands the struggle of a major career change. After snagging her first job at fourteen, she continued down the path of employment by pursuing a motley assortment of vocations. Ask her about her time in the Army, or her stint as a Harvard research guinea pig. Say hi @ninadawdles or ninasemczuk.com. MORE FROM THIS AUTHOR BACK ONE STEP What is your primary career goal? Not totally sure... Land a (new) job Make a major career switch Growth (andShow MoreRelatedAssistant Coach : A Realistic Perspective Essay1270 Words   |  6 PagesMany coaches in start of careers have begun as a head coach or as an assistant coach. The assistant coach has a unique position within the program and coaching staff. Assistant coach is hired by a head coach to make sure players, equipment and facilities are well-prepared and organized. However, some assistant coach has direct coaching responsibilities, while others only respond to the head coach s directive. The assistant job given the opportunities to work up the ladder by allowing the gain ofRead MoreAssistant Coach : A Realistic Perspective Essay1223 Words   |  5 Pages Many coaches in start of careers have decision yo begin as head coach or as an assistant coach. The assistant coach has unique position within the program and coaching staff. Assistant coach are hired by a head coach to make sure players, equipment and facilities are well-prepared and organized. Howev er, some assistant coaches have direct coaching responsibilities, while others only respond to a main or head coach s directives. The asissant job given the oppurunties to work up the ladderRead MoreEthics And Ethics Of The Field Of I / Psychology878 Words   |  4 PagesWhile the importance of ethics and ethical behaviors is not a new facet of my professional life, as I emerge into the field of Industrial and Organizational Psychology the weight of ethical responsibility has heightened. According to Lefkowitz (2005), ethics are moral principles that govern a person s or group s behavior. Hence, after reviewing the American Psychological Ethical Principles of Psychologists and Code of Conduct (2010) and the role ethics play in the field of I/O Psychology I thisRead MoreWhat Does Leadership Coaching Mean? Essay1554 Words   |  7 Pagesthis guide, we’ll explore the essence of leadership coaching, what is looks like in practice and the benefits it can have to individuals, but also organisations. Furthermore, we’ll also examine how the process can boost your career development and whether you can advance your career by enrolling in these programs. Finally, we’ll give you tips on making the most out of your experience, if you participate in leadership coaching. 1 What is leadership coaching? What does leadership coaching mean? To understandRead MoreFrank Leahys Coaching Philosophy Vs. Stacey Darnleys Biography1391 Words   |  6 Pagesever coach NCAA Division 1 College Football. Frank Leahy was second best to Knute Rockne who he played for, both men Coached at the University of Notre Dame. Leahy coached a total of 13 seasons as a head coach-including two at Boston College. During his coaching career he compiled a record of 107 wins, 13 losses, and 9 ties for a .892 percentage. He had six undefeated seasons, four national championships in seven years holding onto a 39 game winning streak. Frank is the only coach to coach four HeismanRead MorePerformance Avoidance Within The 2x2 Model767 Words   |  4 Pagesexperiencing the fear of failure can significantly increase after a long period of success within a career. This relates to performance-avoidance within the 2X2 model (Moller Elliot, 2006) whereby an athlete strives to avoid negative evaluations of their sporting ab ilities, especially in comparison to previous achievements. Armstrong’s coach (Carmichael) also placed a strong emphasis on the importance of extrinsic rewards through his coaching style and encouragements such as: â€Å"you’re gonna win theRead MoreMy Values And Ethical Behaviors845 Words   |  4 PagesWhile the importance of my values and ethical behaviors is not a new facet of my professional life, as I emerge in the field of Industrial and Organizational (I/O) Psychology the weight of ethical responsibility has heightened. According to Lefkowitz (2005), ethics are moral principles that govern a person s or group s behavior. Hence, after reviewing the American Psychological Association (APA) Ethical Principles of Psychologists and Code of Conduct (2010) and the role ethics play in the fieldRead MoreThe Importance Of Coaching And An Organization1541 Words   |  7 Pagesfuture leaders. The adaption of these developmental tools within an organization is providing employees with the necessary feedback and support to establish and plan their career. Coaching and mentoring provides an employee with the necessary leadership and management skills they would need to endeavor in order to climb the career ladder within an organization. These processes are both helping activities, employed either as distinct interventions or together as part of a package of personal developmentRead MoreCareer Plan For A Career Development1706 Words   |  7 Pagessuccessful career before planning on extending their vocation into a formal leadership role in their organization. Hansen and Tovar (2013) suggested that career development, and subsequently becoming a good leader, is a lifelong process that requires the motivation to continue to grow by taking a methodical approach into their daily study and work habits. Fortunately some modern academic institutions are projecting into the future in mandating their student’s curriculum to include career planningRead MoreEffective Relationships : Effective And Ineffective Relationships1486 Words   |  6 Pageslittle room to grow as the relationship does not have a solid base and the characteristics that define the relationship show no connection between player and coach. 2. I learned about successful and unsuccessful relationships. Unsuccessful relationships may bring some positives, but without a successful relationship, the bond between the coach and player will no be formed. A relationship can be successful, but no effective, the two go hand in hand with building the relationship. Successful relationships

Conflict Resolution Was Created By Jeff Muir Essay

Summary Conflict Resolution was created by Jeff Muir. The main idea revolves around the idea that conflict occurs when one needs something from another and is not receiving that need. The resolution of conflicts grows out of that idea, and involves three basic steps. The first step circles around clearly expressing the need. The next step is figuring out if that need can be met, or if it cannot. Step three is negotiation to see if the need can be met a different way, or management of conflict. If the need can be met, then conflict resolution has been reached, and there is no need for step three. If not, then the third step is needed. The third step can go one of two ways; negotiation or conflict management. Negotiation is the prefered way because the need is acknowledged and a different path is found. Conflict management is worse because it involves avoidance or aggressive behaviors like the silent treatment or harmful gossip. Problems manifest when people skip step one and step two by jumping straight to conflict management. People cannot jump to negotiation because a keystone of negotiation is knowing what need is to be negotiated. If the need is not expressed, then people can only jump to conflict management. One reason why people may not express their need is because they are scared and refuse to open up to those who could help. Another reason is because the need is too hard or personal to express by themselves. If that is the reason, then a mediator is suggested toShow MoreRelatedStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesSaddle River, New Jersey 07458, or you may fax your request to 201-236-3290. Many of the designations by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and the publisher was aware of a trademark claim, the des ignations have been printed in initial caps or all caps. Library of Congress Cataloging-in-Publication Data Robbins, Stephen P. Organizational behavior / Stephen P. Robbins, Timothy A. Judge. — 15th ed. p. cm. Includes

Kfar Free Essays

1. Stimulus generalization transfer a response learned to one stimulus to a similar stimulus. The benefit of stimulus generalization outweighs the disadvantage in strategic marketing. We will write a custom essay sample on Kfar or any similar topic only for you Order Now In the market today buyers consider perceptions, needs, product loyalty, age and income when purchasing a product. Stimulus generalization allows the market to offer new products with new benefits into an existing brand name product. Thus consumers can have several options to choose from, but some consumers are confused because there are so many different products. Some consumers like to stick to the same brand, some like to try something new and some will experiment from time to time. The advantage is being able to make new products such as: mouthwash, different flavored toothpaste, whiting strip and many more. Some of the disadvantages it has are so many brands and choices to choose from which consumers are not sure what to buy. It is better that there are so many options, but consumer are not sure what products are the best and then they have to purchase the product to find out the results. Normally most people will stick to the products that they are used to buy because they know those are going to satisfy their primary needs. 2. The marketers of Pepsodent and Colgate can decrease consumer confusion regarding toothpastes and related oral hygiene products by distinguishing the difference between the products they offer. For this reason, the identity of a particular product in the line should be made to stand out from the rest. Being that when one brand brings out a new product the other brand brings out a new one that is similar, it is basically a matter of personal choice and what works for that consumer and their situation How to cite Kfar, Essay examples

An Introduction to the Deeper Meaning of Rock Music free essay sample

Nowadays, people are more engrossed in mainstream music. Mainstream is something that is done, heard, or seen by the majority of this population. In other words, people would like it better to stay in track of popular songs and artists loved by many, than those that are out Of favor. Many people think of rock music as rubbish or noise. But is it really? Dont you think there is more to it than what you think of? Music is never literal. Behind all the lyrics and melodies, there will always be a message. Now it is always up to the people to find out what that meaning is. Rock music, throughout the ages, has always been misunderstood. Maybe because of its loud and obelisks aura, people gain bad impressions. Often it has been labeled as Satanic, demonic or evil. What the people should remember is that it is never right to criticize a thing, which they themselves never understood in the first place. We will write a custom essay sample on An Introduction to the Deeper Meaning of Rock Music or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Behind all those screams and riffs, they want to tell the world something.People tend to overlook these things because maybe they are too agitated by the musics intensity. Rock musicians dont bound themselves, which explains why their music is very hard-edged. Music is all about that. Music is self-expression. Music knows no boundaries. According to Michael Eldon, Theres a million theories about rockabilly, what it is and what it means, but what it most obvious is most overlooked: its music. Some people condemn rock music just because of their own impression on it. But they should not forget that rock is music. Rock is an art. And these musicians just have their own ways of showing it. Rock music is not just noise, as how some people describe it. Rock music is compelling and enlivening. It brings life and energy to a crowd. In each song and chord, the composers just want to bring to their listeners a message; a message that seems negative for many, but is actually something that the charity of this population are just too blind to see. Not all people are able to understand this fact, because they are too disturbed by the musics exterior. Dont judge a book by its cover, this is a very popular quote that many should already have known or heard. No matter how many times youve heard or said it, it will be meaningless if you dont apply it to real life. Rock music should not be judged too just because of its dark and dreary appearance. To love this style of music is not an obligation for everyone, the only favor asked from society is just to learn how to appreciate and understand it. To appreciate how rock music is a revolutionary art, and how extremely influential it is.To understand what message is intended to be shouted out in every lyric. As you go on reading this paper, you will find out what lies behind all what most people see as a bedlam, what the society thinks as an upheaval. You will be able to understand what the rock musicians really want the people to realize. Like what William Culled Bryant said, Truth crushed to earth shall rise again. The truth that this society cogently denounced shall once again emerge.

All In One Social Media App What Makes CoSchedule the Best

All In One Social Media App What Makes the Best Managing your social media is†¦ well, it isn’t easy. At first it seems like it should take way less  time than a blog or email†¦ But it actually is a MAJOR time suck. First, you have to plan out all your posts Which includes spending time trying to pinpoint the BEST time to publish  your content based on your audience while still making sure you don’t have any gaps in your schedule. Next, you spend a large amount of time creating + curating your social media content†¦ only for it to drop into social media oblivion (a.k.a the very bottom of a newsfeed) just hours or even minutes  after it’s posted. *insert tiny sobs here* ^^#reallife This doesn’t even take into consideration all the social networks (and every associated username and password) you have to manage in that packed spreadsheet of yours. And to make matters worse†¦ After you’ve already spent all that time creating and posting your content†¦ taking any extra time (if you have any) to measure the effectiveness + reach of your social media feels SUPER tedious. And very un-fun. Because your marketing plan is more than just social media.

Fight Club Essays

Fight Club Essays Fight Club Paper Fight Club Paper Essay Topic: Fight Club Novel The other people who were camping near us wanted to drink and party all night long, and I tried to get them to shut up one night, and they literally beat the crap out of me. I went back to work just so bashed, and horrible looking. People didnt ask me what had happened. I think they were afraid of the answer. I realised that if you looked bad enough, people would not want to know what you did in your spare time. They dont want to know the bad things about you. And the key was to look so bad that no one would ever, ever ask. And that was the idea behind Fight Club. (1) This realisation that humanity does not want to know about the dark side of life is central to the narrative of Fight Club. It focuses on how society has become numb; relying on physical possessions to define them (Id flip through catalogues and wonder what kind of dining set defined me as a person) rather than accepting yourself as being more than what you own, your career and how much money you have in your wallet, a notion which one of the central characters, Tyler Durden, reminds his followers of regularly. The film adaptation of Fight Club remains loyal to the ideas presented in the novel, with a few somewhat hidden visual clues to highlight the message within the story. : Our Narrator is an insomniac, working for a big corporate car company evaluating accidents, and whether it would be cost effective to warrant a recall. To counter-attack these dehumanising factors he joins numerous therapy groups and soon finds himself addicted, that is, until another tourist names Marla joins the self-help group scene and he finds himself unable to open up, and his insomnia begins again. It is soon after meeting Marla that the Narrator meets Tyler Durden, an enigmatic soap manufacturer who embodies all the qualities he wishes he had self-fulfilment, perfect looks and who isnt a slave to his possessions. Together they form Fight Club, a way to feel something in an otherwise numb life which consists of the same thing day in and day out. When Marla overdoses on Xanax, she is saved by Tyler and the two embark upon a sexual relationship. Tyler tells the narrator that he must never talk about him with Marla. Under Tylers leadership, the fight club soon spirals into a nihilist terrorist organisation named Project Mayhem, which commits increasingly destructive acts of anti-capitalist vandalism in the city. After an argument, Tyler disappears from the narrators life, and following a member of Project Mayhem dying, the Narrator attempts to trace Tylers steps, discovering that clubs have been set up in all major cities. One of the participants identifies him as Tyler Durden, which a phone call to Marla confirms, and he realises that Tyler is an alter ego of his own split personality. Tyler appears before him and explains that he controls his body whenever he is asleep. The opening scene of the film shows the main character, an unnamed twenty-something male, being held at gunpoint. The succeeding description, accompanied by a visual tour through the corporate building which is about to be blown up, immediately engages the viewer, as not only does the visual style appear edgy, but intrigue about how he got himself in such a situation is aroused. One of the main gripes in Fight Club is the consumerist society, and at its heart is a dark parody about consumerist discontent. The film engages with this idea by regularly not showing faces and focussing on other aspects to identify them. The first instance this is shown is when the unnamed central character, unnamed because it could be any twenty-something male, is approached by his boss. He immediately focuses on his tie, identifying the day as Tuesday because his boss was wearing his cornflower blue tie. We then get a glimpse of how our main character has fallen victim to the Ikea trend, the camera pans around his apartment with the catalogue descriptions of each item he owns appearing next to it. The scene finishes with a comment about how we used to read pornography, now it was the Horchow collection which fully shows how consumerism has become the new form of self- gratification. Its only when his apartment is blown up that he begins his journey to total freedom, his entire i dentity was enclosed in that apartment, and now that it has gone he begins again Its only after weve lost everything that were free to do anything. Director, David Fincher, employs an impressive array of techniques to tell the story, combining traditional cinematic conventions (voice overs, breaking the fourth wall to address the audience directly) with arresting CGI sequences and subliminal blips. For example before we are formally introduced to Tyler, he flashes onto the screen at what may seem like random moments, but are in fact key to unravelling the mystery of a confused identity. Of course, we dont realise the genius behind this until after the film. The main thing to remember whilst watching this film is that nothing has been put in there by mistake; every minute detail serves its purpose. From this aspect Fight Club succeeds in every way, and it also succeeds as being one of the rare film adaptations which is better than the book. The opening credits of Fight Club shows how the film incorporated modern CGI sequences to its advantage; a special effects sequence which quite literally takes us into the Narrators brain, wh ich starts from a tiny glow deep within his brain-cells, through his mouth and up the barrel of the gun. The clean look of the CGI contrasts greatly with the general visual texture of the film. There are many negative images in the film (bags of human fat splitting open, broken teeth and crackling electrical cable in water) which all adds to the effect. The most discussed, and criticised, aspects of Fight Club is its violent content. Fight Club was one of the first openly violent films to be released after Columbine High School massacre in April of 1999, and for this reason it generated a lot of critical attention about its attitude and graphic depiction towards violence, with voices being raised claiming that the movie glorifies violence by portraying it as something positive. (2) No one can deny that Fight Club is a violent movie; there are in fact some scenes which are so brutal that some viewers will turn away. But there is purpose behind showing this bloody battering, and its to make a point about the bestial nature of man and what can happen when the numbing effects of day-to-day drudgery cause people to go a little crazy. As the film evolves, he methodically reveals each new turn in an ever-deepening spiral that descends into darkness and madness. The reason Fight Club is such a memorable film, lies in its ability to reach out to modern society, of a certain age at least, and engage and relate to them in someway. The characters acknowledge at more than one point that theyre in a film. The Narrator makes sarcastic voice-over remarks, and is constantly rewinding and fast-forwarding through his story. After the Narrator has giving us the whole story, we return to the comment this is about where we left off, and Tylers response, Oh. Flashback humour. Fight Club takes on everything that cinema can do but has been too afraid to. Maybe it is the fights that stand out the most. In an era of fake fight scenes, beefed up with special effects, the fight scenes in Fight Club have a somewhat narcotic effect; with their documentary feel its much more realistic. The lack of music only adds to the atmosphere, with the only memorable music being at the very end of the film appropriately named Where Is My Mind? Fight Club is a daring film, forcing you to thing outside the box with how a Hollywood film should look and feel. It also forces the audience to question their lives, in modern times most people can not help but be caught up in the consumerist rat-race.

The role of controlled drug release in cancer therapeutics Dissertation

The role of controlled drug release in cancer therapeutics - Dissertation Example These technologies are also responsible for the control of drug release in therapeutics because it protects therapeutic agents structurally from the physiological barriers that they could be facing. These technologies also create the development of bioactive macromolecules that are of a novel class such as the DNA. The other reason that nanoparticle technology is used for this purpose of controlled levels of drug use is that these technologies can be used to make the practitioners and the patients monitor delivery of the drugs besides the in vivo efficiency that is accredited with therapeutic agents. The nanotechnology was given a boost when its products were approved for clinical use by the FDA (Food and Drug Administration) based in the United States. Many of these technologies are still under pre-clinic and clinic development to make them more efficient and effective for the purpose in therapy for cancer patients who need this kind of updated technologies. The nanotechnology compo nents that have been clinically approved are majorly the first generation and primarily comprised of polymer-drug conjugates and liposomal drugs that are simplistic in nature. They lack the active-controlled or targeting the drug release components. Novel nanoparticles platforms that function in various aspects of the therapy have been designed by researchers to make the nanoparticles more effective and safer for the patients to whom these kinds of treatment are applied for improved results for the patients.

Starbucks Going Global Fast Essay Example | Topics and Well Written Essays - 750 words - 13

Starbucks Going Global Fast - Essay Example Customers can get a cup of Starbucks right around the corner. Also, Starbucks is the first to offer free Wi-Fi to their customers and has introduced Starbucks prepaid cards to speed up check out time. These convenient and innovative services increase customers’ satisfaction. The biggest weakness for Starbucks comes with dissatisfaction among its employees. They have mainly concerned that the company’s remunerations packages are not commensurate with the amount of work considering the huge customer base that it enjoys. Their general feeling is that they are being underpaid and this could translate into poor services to customers. Therefore, Starbucks has to change their employment strategies and boost employee satisfaction levels so as to ensure quality products and services to their customers. Just like any other company in business Starbucks also has its opportunities and threats to its business. The first opportunities lie in its vastness, growth pace and brand recognition. Starbucks has opened its doors to global expansion thus creating lots of room for growth and gaining global status. It is true that the sales are vast but the threats in foreign countries are unforeseeable. For instance, there are cultural and preferences differences in foreign countries that Starbucks must cope with. Additionally, Starbucks faces competition from other companies in the ready to drink beverages market hence must ensure its service standards remain at the top in order to maintain the leadership position. The main problem facing Starbucks as it expands internationally revolves around strategy. The company has to develop several new strategies to increase sales and further expansion in the competitive beverage industry especially when it comes to new markets like in Japan. Although Starbucks has been in Japan for more than 10 years, it carries out its business as an American company.

Soil Mechanics Lap Report Lab Example | Topics and Well Written Essays - 2000 words

Soil Mechanics Lap - Lab Report Example rent laboratory tests, which were performed to determine various important mechanical properties and index of soils: Atterberg Limits, Visual classification, compaction (Moisture-Density relationship), Constant Head Method (Hydraulic Conductivity), Consolidation, and Unconfined Compression Test. This lab was performed with a view to determine the liquid and plastic limits of fine-grained soil. The LL (Liquid limit) is defined arbitrary as the water content expressed in percent, at which part of soil in a cut and standard cup by the groove of dimensions can flow together at a groove for 13 mm, when it is subjected to 25 shocks from a cup, which is being dropped from a distance of 10 mm in a standard LL apparatus operated at two shocks per second. The PL (Plastic Limit) refers to water content, expressed as a percentage, at which soil can be deformed any longer by rolling it into 3.2 mm diameter threads without crumbling. Porcelain dish, Liquid limit device, Flat grooving tool with gage, Balance, Spatula, Drying oven set at 150 degrees Celsius, Eight moisture cans, Wash bottle filled with distilled water, and Glass plate 1. About three quarters of the soil was taken and placed into the porcelain dish. The soil was thoroughly mixed with some small amounts of distilled water until a smooth uniform paste appeared. The cellophane was used to cover the dish in order to prevent moisture from getting out. 3. The liquid limit apparatus was adjusted by checking height of the drop of cup. The block which was the end of grooving tool was 10 mm high and was used as a gauge. Using the cup, the correct rate was determined by rotating the crank to drop the cup approximately 2 times per second. 4. A portion of previously mixed soil was placed into the cup containing the liquid limit apparatus at a point where the cup could rest on the base. The soil was squeezed down in order to eliminate air pockets and ensure it is spread into a cup to a 10 mm depth at its deepest point. 6.

Apple Inc Market Analysis

Apple Inc Market Analysis According to Kotler Marketing is not like Euclidean geometry, a fixed system of concepts and axioms. Rather, marketing is one of the most dynamic fields within the management arena. The marketplace continuously throws out fresh challenges, and companies must respond. Therefore, it is not surprising that new marketing ideas keep surfacing to meet the new marketplace challenges. (Varadarajan, 2009) Product, price, promotion and place are factors that, within limits, are capable of being influenced or controlled. Marketing strategy can be viewed as reflecting a marketing mix of these four elements. (OShaughnessey, 1984). Market planning involves the logical sequence and a series of activities leading to the setting of marketing objectives and the formulation of plans for achieving them. Marketing tools are used in the realisation of market plans. This paper aims to critically evaluate how Apple Inc could use some of the main strategic marketing tools (Product Life Cycle, Ansoff Matrix, Boston Matrix etc) to develop and manage its products and product portfolios. Some of the advantages and limitations observed will also be discussed. 1.1: BACKGROUND OF APPLE INC Apple was founded in 1976 by Steve Wozniak and Steve Jobs with the aim of providing user-friendly computers to a set of computer hobbyists (David, 2007; pg 2-3). The first computer they made had no keyboard or power supply and they were able to sell about 200 of such computers which they called Apple 1 (International directory of company history, 2001). Later that year, they began working on Apple II with the intention of reaching a greater market segment. Apple II was a success and made more than $1 million in annual sales. Apple II stored information on cassette tapes and that made them very slow. Apple improved on this memory problem in 1979 with Apple II+ and made 400% more sales than that of the previous year. (International directory of company history, 2001) Apple III was launched in 1980 to break into the office market dominated by IBM. However, the computer was released without adequate testing and many of its unit were defective. Production was stopped and the problem was fixed but Apple III was not as successful as Apple II in the market and it was discontinued in 1984. (International directory of company history, 2001) The company forged ahead despite the failure of Apple III and released more than 40 software programs. It became the first personal computer to reach $1 billion in annual sales in 1982. (International directory of company history, 2001) Steve Wozniak left Apple in 1983 and John Sculley was hired to be the Company president. Steve Jobs was eventually forced out of the company too. Apple turned down Microsofts appeal for the license of their Macintosh operating system. Microsoft went on to develop DOS operating system which soon became the international operating standard for more than 90% of all personal computers in the world. (David, 2007; pg 2-3) Apple experienced a lot of problems with poor management and failed products over the next couple of years and its financial losses reached a staggering $1 billion in 1997. Its share price fell from $70 in 1991 to $14 and its lost majority of its market share. (International directory of company history, 2001) Steve Jobs returned as the CEO of Apple in 1998 and began making efforts to right all the wrongs that had been made over the years. He instantly forged a relationship with Microsoft which included the release of Macintoshs version of Microsofts popular office software (David, 2007; pg 2-3). He went on to eliminate 15 of the companys 19 products (International directory of company history, 2001) as they were not making profits. He introduced the iMac, a sleek and colourful computer in 1998 (David, 2007; pg 2-3). The iMac was a great success and Apples annual sale for that year was $5.9 billion. They experienced continuous growth and their stock made a 140% increase to $99 by the end of 1999 (International directory of company history, 2001). The iPod was introduced in 2001 and over 100million units has been sold. The iTunes online store was launched in 2003. It is a platform where people can download music and pay for it and it has gone on to become the biggest online music store recording more than 4 billion downloads. In January 2006, the Mac book Pro was launched (Anonymous, 2008). In January, 2007, the iPhone and Apple TV were launched and Apple Computer Inc became Apple Inc to accommodate its wide range of products (Anonymous, 2008). 1.2: THE MARKETING MIX According to Professor Peter Doyle, the selection of the target market and design of the marketing mix are the two key decisions that determine the success of a firm in a new market (Baker, 2007). Marketing comprises of a number of elements and the relationship/interdependencies between these elements is referred to as the marketing mix (Cartwright, 2002). The marketing mix is made up of four basic components that can be combined in a number of ways to achieve different end results (Baker, 2007) and these are Product, Place, People and Promotion. Only the product will be discussed in details for the purpose of this paper. 1.2.1: PRODUCT A product has been defined as tangible in the past but we are at the age where that definition is no longer adequate as it does not completely capture the whole essence of a product. A product is defined as a combination of both tangible and intangible properties for the sole purpose of customer satisfaction (Baker, Marketing Strategy and Management, 2007). A product is more than just the food a customer eats at a restaurant; it includes all the services rendered such as convenience, speed, mobility etc (Cheverton, 2004). 1.3: THE PRODUCT LIFE CYCLE A typical product goes through different stages in its life time and this is referred to as the product life cycle. This is illustrated with the diagram below: INTRODUCTION: The introductory stage is crucial to the life of a product. It is advisable for companies to invest a lot of money into advertisement at this stage to ensure they are able to make sufficient impact upon entry into the market (Cartwright, 2002). The rate of growth and investment at this stage is inversely proportional (Cheverton, 2004). GROWTH: There is a change in marketing strategy at this stage and the cost on advertising reduces as the customers are aware of the brand (Assael, 1985; Pg 308) resulting in a lot of market growth. A lot of sales are usually generated at this stage due to customer awareness. It is usually very good to be the first company to pass through successful unchartered water. However, as soon the success become obvious, other companies will wish to enter the market (Cartwright, 2002). MATURITY: This is the most profitable stage. However, the product is capable of little or no further developments. An effective marketing mix is essential for survival at this stage as competition becomes stiff and competitors will do anything to survive in the market (Baker Hart, Product Strategy and Management, 1999; Pg 97 100). There are too many players in the market at this stage and it is imperative for organizations to come up with new products or improvement on existing products (Cartwright, 2002). DECLINE: With decline in sales, impending death is inevitable and the company can either re-design the product or totally withdraw it (Assael, 1985; Pg 308). 1.3.1: ANALYSIS OF THE IPHONE FAMILY USING THE PRODUCT LIFE CYCLE Every once in a while a revolutionary product comes along that changes everything these were the words of Steve Jobs at the launch of the iPhone in January, 2007. Jobs had noticed an opportunity in the mobile handset market two years prior and set Apples Engineers in motion to develop the iPhone (Grossman, 2007) which was to save people the stress of carrying both an MP3 player and a phone and the cost of purchasing the two items. The iPhone marked Apples entrance into the mobile handset market. It combines the features of the iPod, smart phones and mobile computing into one device. The user interface is built around a new input technology called multi touch and the only physical button on the iPhone is the home key; every other feature is virtual (Honan, 2007). INTRODUCTION: The build-up to the introduction of the iPhone was second to none. It generated over 69 million hits on Google prior to its launch (Koeppel, 2007). The popularity translated to huge sales and Apple reported selling more than one million iPhones within the first quarter (Financial Statements, 2007). There were some mistakes with the marketing strategy for the iPhone and the obvious one was in the price slash just three months after its introduction (Vertygo Team, 2008). The early adopters were outraged but Steve Jobs made efforts to pacify them by offering $100 store credit that customers could use in purchasing at retail Apple stores or online (Mickalowski, Mickelson, Keltgen, 2008). GROWTH: Apple Inc introduced iPhone3G a little over a year after the first iPhone was launched. The iPhone 3G was compatible with 3G networks which translated into higher connection speed at half the price of the original iPhone, it promised better battery life and also included a built-in GPS (MacWorld, 2008). Iphone 3G was highly successful and Apple sold more than 11.6 million units of the handset (UNITED STATES SECURITIES AND EXCHANGE COMMISSION, 2008). The sale of the Iphone expanded beyond the US and the company had a target of reaching 70 countries before the end of 2008. However, the contract with ATT increased by more than 10% from the monthly charge of the previous model therefore, even though the iPhone3G was cheaper, customers will end up spending more over the two-year contract with ATT (MacWorld, 2008). June, 2009 marked the launch of yet another iPhone this time the iPhone3Gs. The features include: Hands free control, longer battery life. It also included the soft ware iPhone OS 3.0, a new software capable of a lot of functionalities such as copy and paste, MMS etc (Vertygo Team, 2008). It had larger memory capacities and was again cheaper than the previous model. The product was well accepted by the market and Apple sold more than 20 million units of the iPhone and witnessed a growth of 78% from the previous year sale (UNITED STATES SECURITY AND EXCHANGE COMMISSION, 2010). In June 2010, the company again introduced a new iPhone; the iPhone 4. This included such features as face time (ability for callers to see each other while making phone calls provided they are both using the iPhone4), 5 mega Pixel camera etc. Building on the success of the previous iPhones, the fourth generation of the iPhone recorded an instant success upon its launch. The company declared more than 93% growth in its iPhone net and unit sales for the year ended September, 2010. This success was attributed in part to the huge demand on the iPhone 4 (UNITED STATES SECURITIES AND EXCHANGE COMMISSION, 2009). ADVANTAGES OF THE PLC The PLC helps organizations plan and make allowance for the eventualities of products. The realisation that every product will die if not improved or modified in some ways, help organizations work hard at constantly improving their products. This fact is not lost on Apple Inc and the company strives to constantly improve on its products or add new features to its existing products. Apple Inc is probably the company that understands the importance of the product lifecycle the most and they usually replace their own product with a new product while its still in the growth stage (Average of a year after its launch). The strategy is commendable as it ensures that no competitor takes their position and their market share. DISADVANTAGES OF THE PLC A number of limitations were observed with the PLC and these are: It has no time limits associated with the stages. Thereby making it difficult to estimate exactly what stage a product is in its lifecycle. For instance, in the case of the Apple Inc, the iPhone 3Gs was still enjoying a lot of sales and the introduction of the iPhone4 could have been delayed for a couple of months more to milk the sales of the iPhone 3Gs to the maximum. It can cause a company to kill its own product prematurely because of the need to retain their position in the market. This could be seen in the case of the iPhone 3Gs; with the new iPhone 4, the decline of the iPhone 3Gs is imminent sooner rather than later. Even though every product will decline eventually, the PLC does not take the effect of technology into consideration. The lifecycle of the iPhone could be extended by constant introduction of new applications. Lastly, not every product goes through the stages in the life cycle as it is possible for products to go from introduction to decline etc. 1.4: RISK ANALYSIS USING THE ANSOFF MATRIX The Ansoff Matrix is a strategic marketing tool that proposes ways in which organisations seeking growth can come up with a strategy that encompasses risk analysis, directional policy, portfolio management etc (Lancaster Massingham, 1999); (CIM, 2003). The framework of this tool is shown below: The cells (Strategies) in the matrix are: MARKET PENETRATION: The market penetration strategy has the lowest risk involved and as such the easiest route to take. It involves expansion of sales in existing market and this can be achieved by expanding distribution channels, improving service performance, price slashes, increasing the frequency of usage etc (CIM, 2003); (Aaker McLoughlin, 2007). The most important aim is for a company to increase their market share. MARKET DEVELOPMENT: This is a strategy of growth based on entering new markets (countries) and targeting new segments (Aaker McLoughlin, 2007). PRODUCT DVELOPMENT: This strategy is based on developing new products for existing markets (Lancaster Massingham, 1999). DIVERSIFICATION: This is the most risky of all the strategies as it involves delving into a totally new market with a totally new product (WMG, 2010) 1.4.1: MANAGING APPLE INC PRODUCT PORTFOLIO USING THE ANSOFF MATRIX MARKET PENETRATION: Although Apple Inc is doing a fantastic job with this strategy; there is still ample room for growth and this can be achieved using the increase in product usage approach (Aaker McLoughlin, 2007). Apple could increase the iPhone usage by targeting the older people (50 years and above). They currently do not find the iPhone appealing because it lacks a keypad and as such, it will be difficult to use. A solution is to come up with an iPhone that combines all the current features of an iPhone with a keypad; an iPhone that displays a keypad when slid up might be a good place to start. MARKET DEVELOPMENT: One of the strategies Apple Inc can adopt in increasing its growth is geographic expansion (Aaker McLoughlin, 2007). There are still so many countries where the iPhone and iPad are not yet been sold. Acquiring more markets will translate to more sale and ultimately more market share. PRODUCT DEVELOPMENT: This involves line extensions, developing new products for existing markets, expanding product scope etc. (Aaker McLoughlin, 2007). There is a huge problem usually encountered when using the Macintosh Computers to browse or download software as most vendors are not familiar with the operating system and this could be frustrating for users. It is important for Apple to bridge this technological gap by introducing a more compatible operating system and applications. DIVERSIFICATION: From Computers to MP3 players to iPhones to iPad; Apple Inc knows all about diversification and it has worked for them. Even though it is the most risky of all the growth strategies, if successful, the ROI (return on investment) could be huge. Apple recently entered the tablet market and they own 95% of the market share within just 6months of launching the iPad. ADVANTAGES OF THE ANSOFF MATRIX The Ansoff Matrix is very useful in coming up with a growth strategy for an Organization. Apple Inc explores all the possible growth opportunities and it has helped in their growth and expansion. It has also pointed out areas where there is still room for growth and expansion. LIMITATIONS OF THE ANSOFF MATRIX The limitation observed with the Ansoff Matrix is similar to those observed with the other tools. The tool is not exhaustive enough to be used alone in coming to a marketing decision and as such for effective use, it should be used with other tools such as SWOT analysis, PEST analysis etc. 1.5: PRODUCT PORTFOLIO ANALYSIS USING THE BCG MATRIX The Boston Consulting Group (BCG) matrix is a portfolio management tool that helps companies group their products based on the market growth and market share matrix (Kotler et al, 2008)as shown below: The matrix is divided into four segments namely: STARS: These are products with high market share in a high growth market. Their growth rate is rapid and hence, often requires a lot of investment. If market share is retained, they often grow into cash cows (Kotler et al, 2008). QUESTION MARKS: These are products with low market share in a high growth market. They are also referred to as problem children. They usually require a lot of money to maintain or increase their market share. A company usually has two options with such products; invest a lot of money to grow them into stars or just phase out the product (Doyle Stern, 2006). CASH COWS: These are products with high market share in a low growth market. They usually require low investments to maintain their market shares and as such, they usually generate the resources required to maintain other products that require a lot of investment (Kotler et al, 2008) (Doyle Stern, 2006). DOGS: These are products with low market share in a slow growth market and they are usually unprofitable (Doyle Stern, 2006). It is advisable to avoid or totally minimize the number of Dogs in a companys portfolio. 1.5.1: HOW APPLE INC COULD USE THE BCG TO MANAGE THEIR PRODUCT PORTFOLIO Apple has a range of products. The iPhone family and the iPad will be analysed using the BCG matrix. STARS iPhone 4 iPad QUESTION MARKS iPhone 3Gs IPOD Cash Cow FIGURE 1.5.1: Apple Inc BCG Matrix STARS: The iPhone 4 is currently the star product of the company as it experiences high market share in a high growth market (Mobile hand set market). The high market share it enjoys is largely due to the success of the previous models. It is very likely that the iPhone 4 will retain its market share for a while to come as there is currently no product in the market that combines all the features it has for the price it is available for. Another product of the Apple Inc that falls under this category is the iPad. Even though it was just introduced in April 2010, it has enjoyed a passive sale of 7.5 million units already (UNITED STATES SECURITY AND EXCHANGE COMMISSION, 2010) and the iPad accounted for 8% of the companys total net sales for 2010. According to Mintel reports, it owns more than 95% of the tablet market which shows that it enjoys high market share in a high growth market. QUESTION MARKS: The iPhone3Gs has lost a huge part of its market share to the iPhone4 and as therefore become a question mark (albeit in the early stages!). It will generate some cash for the company for a while to come mainly because of the reduction in its price. However, with the new iPhone 4 it is unlikely to grow into a star again and it is advisable for the company to phase it out eventually. CASH COWS: The iPod is the companys major cash cow. It has been around for a long time and enjoys huge market share. The growth in the market has reduced with a lot of gadgets that combine MP3 players with their other features. However, it requires little or no further advertisement as people are aware of it and will continue to buy it for a while to come. The resources generated from it can be used to fund other products in the portfolio. ADVANTAGES OF THE BCG MATRIX The major advantage of the BCG Matrix is that it helps companies determine their position in a market relative to their competitors. They can use the result from the analysis to determine what products to invest resources in and what products to phase out. For instance, knowing that the iPhone 3Gs has become a question mark will help the company focus more on the new iPhone4 and reduce the production and advertisement costs that would have been incurred on the iPhone3Gs. Also, the revenue realised from their cash cow (iPod) can be channelled to other products in their portfolio. LIMITATIONS OF THE BCG MATRIX However, there were some limitations observed with the tool. The matrix views each product in a portfolio as independent from each other. It is possible to have low market share in a high growth market (Question Mark) and still be profitable. This is seen in the case of the iPhone3. Even though it has lost its market leader position, it will serve more as a cash cow for the company for a while to come because it will continue to enjoy sales rather than instantly becoming a question mark. The matrix judges the performance of products using only growth rate and market share. This is not sufficient as there are a number of other factors that determine the success of a product in a market such as the marketing mix etc. A major determinant in the case of Apples iPhone is the ATT. Customers are not happy with the quality of their network and even though Apple is making profits on the phone; they could be making more if they were with a more preferred network. Therefore, the choice of network provider also impacts on the performance of their products. CONCLUSION The business environment has become highly competitive and it is imperative for any company entering the market to develop a strategic plan based on analysis of the market, customer needs etc. It is often a wise choice for an organization to have multiple growth strategies for their various products and product portfolios. Apple Inc Products and Product Portfolios have been analysed using the Product Lifecycle, Ansoff Matrix and BCG Matrix. Some advantages and limitations observed with the tools have been discussed and recommendations have been made in areas where there is still ample room for growth. There is no stand-alone or all sufficient marketing tool and the full potential of a tool can only be realised when used with one or two other tools. 2.0: THE MARKETING GAME The marketing game was about four companies vying for the number one position in a market that showed excellent room for growth and profit (word processing software). The aim of the game was to be the company that made the most profit after 5 financial years. As four companies were competing for the market shares and profits, it was important for each company to understand the market, the competitors and the market trends and use this understanding to come up with a strategy that will set them apart from the remaining three if they were to make profit and ultimately win the game. WORDSOFT3 Before any decision or strategy could be made, it was important to understand the different market segments and their unique needs and these are summarized below: THE MODERN STUDENTS: This segment consists majorly of college students who are not keen on the technicalities of the software but on the price. For this category, economy is the most crucial factor. THE HOME SCRIBBLERS: This segment consists of a mix of households who use the software for various purposes. This category of users prefers easy to use software and one which is not easily prone to errors. They are also a price-sensitive segment. THE HARRIED TYPISTS: As frequent (not necessarily expert) users of the software, members of this category want software that is easy to learn and use. Price is not a major factor for this category as they are usually not in the position to make purchasing decisions. THE PROFESSIONAL WRITERS: As professionals in their field, this segments primary concern is for software that can save them time and affords them special commands for advanced auditing and formatting capabilities. THE HIGH-TECH MANAGERS: Members of this segment are interested in the latest software and the number of capabilities they offer. They are motivated by social needs for status and esteem. Price is not of concern to this category of users. THE CONCERNED PARENTS: This category of users wants easy to use software that children can learn themselves. 2.1: YEAR 1 In the first year, WordSoft3 targeted the students and home scribblers and the product 10, 4, 3 was manufactured. The 4Ps of marketing (Price, Place, Promotion and Product) were employed in formulating the strategy for the first year. Emphasis was placed on Channel two since it was the channel students frequented more and as such fifteen salesmen were deployed to this channel against the five deployed to channel one. However, the retail price was erroneously set at  £136, which was higher than that for channel one.  £200,000 was spent on promotion and pioneering advertisement was used to raise general awareness about the software market. The Company did not fully utilize its budget and had money in excess at the end of the year. 30,000 units were requested however; only 20,716 units were sold out of the 24,000 units that were produced. Money was therefore lost on inventory transferred. Some of the decisions made paid off and Wordsoft3 made a profit in excess of  £500,000. However, this performance was dismal when compared to the performance of the other three companies and even though profit was made, the year ended on a sour note. 2.2: YEAR 2 The performance from the first year was analysed alongside the market research report and some errors made in the first year were highlighted as follows: Promotion is key in marketing and the amount spent on advertisement was insufficient. This affected the overall performance relative to the other companies. Sales performance was less than actual production hence, the company lost money for inventory transferred. The product was not achieving the desired result in the targeted segments and it was therefore important to re-assess the various segments and manufacture a more needed product. The price set for the channel two market was erroneously higher than that of channel one After careful analysis, it was necessary to re-strategise if Wordsoft3 was to become a Company to be reckoned with. The first step was to reassess the marketing mix (Product, Price, Place and Promotion) and determine what market segment to target and generally try and improve on the performance of the previous year. PRODUCT: It was obvious from the previous year performance that there was a need to manufacture a new product that will target a different segment of the market. It was decided that the typists and managers should be targeted since they made up 47% of the market and the new product 12, 6, 5 was manufactured to suit their needs. PRICE: The retail price was set at  £280 for Channel one since the majority of the target market shopped there and  £240 for channel two to attract students, home and parents. Even though the product was not produced to meet the specifications of the later group, it was decided that they will compromise on product if the price was right. PLACE: Fifteen more salesmen were employed and they were deployed on a ratio 20:15 to channels one and two respectively. PROMOTION: Advertisement will help inform potential customers and there was a chance they will become customers therefore, a loan of  £500,000 was taken from the bank and it was spent solely on advertisement. Indirect advertisement was employed. The decisions made paid off and Wordsoft3 made the most sales and performed well in more segments than anticipated. It sold all the units produced and it became the market leader in four out of the six segments owning more than 25% of the market share and it doubled the profit made in the first year. 2.3: YEAR 3 By the third year, the rudiments of the market had been understood and the decisions for the third year were easier to make. Slight modification was made to the product to be more suited to managers but not enough to deter the typists and writers from purchasing. In addition, the prices were increased slightly from that of the previous year. Thirteen more salesmen were employed and they were distributed evenly between the two channels to increase awareness for the product in both channels and their commission was increased to 8% which was more than the average been paid in the market. The percentage non-selling time was set at 20:25 for channels one and two respectively, thereby raising more awareness for the brand with personal marketing.  £43,000 was spent on sales promotion and  £550,000 was spent on advertisement and direct advertisement was employed to reinforce Wordsoft3 as a market leader. The retail price was set at  £289.77 for channel one and  £259.46 for channel tw o. At the end of the third year, Wordsoft3 made the most sales. It also went on to become the market leader in all the six segments, a feat that had not been achieved previously by any of the other companies. It owned more that 30% of the overall market share and made profit in excess of  £2,000,000. 2.4: YEAR 4 By the fourth year, Wordsoft3 had been able to carve a niche for itself as a reputable and trusted brand. The ease of learning was slightly increased and the product 13, 6, 6 was manufactured. As a result of the volume of sales of the previous year, it was imperative to employ more salesmen. Eight more salesmen were employed and they were shared at the ratio 30:26 to channels one and two respectively.  £500,000 was spent on indirect advertisement and  £14,000 was spent on sales promotion. Wordsoft3 maintained its lead at the end of the third year, selling more than 70,000 units. It made profits of over  £3million and owned more than 35% of the market share. 2.5: YEAR 5 For the fifth year, the price for the products was reduced to attract more consumers since the product has been in the market for a number of years and market research showed that it might be getting to its saturation stage in the product lifecycle. The price was therefore set at  £279.85 and  £250.36 for channels one and two respectively.  £500,000 was spent on advertisement and  £43,000 was spent on sales promotion. The game ended on a very happy note for Wordsoft3 and they totalled a cumulative profit of over  £10million and maintained the market leader position and market share of over 30%. LESSONS LEARNT In retrospect, the failure at the end of the first year was the launching pad for the success of Wordsoft3. It was evident that they needed to re-assess their strategy and determine whether it was strong enough to help them achieve their vision of being the market leader and the company with the most profit after the fifth financial year. They realised the need to better understand the market. The market research gave them the insight they needed to identify possible market opportunities and to focus their resources on it. More money could have been spent on advertisement in the first year. Marketing is all about taking risks

Philosophers of the Age of Enlightenment Essay -- European History

During the eighteenth century, ideas of reform started in France and spread through Europe. This period is referred to as The Age of Enlightenment. The Enlightenment carried the idea that economic change and political reform were possible. People started to think that they could use their own intellect to challenge the intellectual authority of tradition and the Christian past. The people who wrote for change and reform were called the philosophes (French for philosophers). They wrote hoping to bring reform to religion, political thought, society, government, and the economy. Thanks to the print culture, the philosophes’ ideas were spread throughout Europe. People started to have educated conversations about these new ideas in places like coffeehouses and drinking spots. The ideas of philosophes during the Enlightenment challenged whole societies. Some of philosophes include Denis Diderot, Jean Le Rond d’Alembert, Immanuel Kant, Adam Smith, Montesquieu, Jean-Jacques Rou sseau, and Voltaire. In the mid eighteenth century, the Encyclopedia was published. It was written under the leadership of Denis Diderot and Jean Le Rond d’Alembert. Over one hundred French thinkers contributed to the Encyclopedia, including all of the major French philosophes. Diderot wrote on about every subject including philosophy, science, music, and art. D’Alembert divided and described the different sciences, and he analyzed the role of reason. The Encyclopedia was meant to secularize learning and to refute intellectual assumptions from the Middle Ages. It contained articles on religion, government, and philosophy. It attempted to see the natural world through science and technology, and human passions through an understanding of how individuals and societies work. The Encyclopedia helped spread the thoughts of the Enlightenment over the continent. Immanuel Kant was an important German philosopher who coined the term the â€Å"Enlightenment.† He said, â€Å"Enlightenment is man’s emergence from his self-imposed nonage. Nonage is the inability to use one’s own understanding without another’s guidance† (Kant). His greatest works were The Critique of Pure Reason, and The Critique of Practical Reason. â€Å"He sought to accept the rationalism of the Enlightenment and still to preserve a belief in human freedom, immortality, and the existence of God† (Kagan, 687). Kant did not think that the human mind j... ...e itself† (Richter, 109). During his lifetime, Voltaire wrote over two thousand books and pamphlets, and wrote for the Encyclopedia. He was one of the first philosophers in the Enlightenment, and some of his ideas lead to the French Revolution. Denis Diderot, Jean Le Rond d’Alembert, Immanuel Kant, Adam Smith, Montesquieu, Jean-Jacques Rousseau, and Voltaire all helped to write about possible reform for society. They all challenged the established society. They all believed that society could be perfected a bit at a time. Work Cited Gay, Peter. The Enlightenment. New York: Norton, 1969. Kant, Immanuel. â€Å"What Is Enlightenment?† trans. by Peter Gay, in Introduction to Contemporary Civilzation in the West, 2nd ed., Vol. 2 New York: Columbia University Press, 1954, pp. 1071-1072. Kagan, Donald and Ozment, Steven and Turner, Frank. The Western Heritage: Volume Two: Since 1648, 8th ed., New Jersey: Prentice-Hall, 2004. Montesquieu. The Spirit of the Laws, trans. Thomas Nugent. New York: MacMillan, 1949. Rousseau, Jean-Jacques. The Social Contract and Discourses. trans. by G.D.H. Cole. New York: Dutton, 1950. Richter, Peyton and Ricardo, Ilona. Voltaire. Boston: Twayne, 1980.