Consumer behaviour in Brazil

Consumer behaviour in Brazil Brazil is the largest country in Latin America. The total population of Brazil is 170 million. The south east part of Brazil has the highest population and then comes the north east region. The GDP and per capita of the south east is more than that of the north east of Brazil. CONSUMER BEHAVIOUR The consumer behaviour in brazil to the detergent market is different in the north east and the south east of Brazil and is depended on many influences. One of the influence is the social influence. Social Influences North East Brazil South East Brazil Culture and sub culture 65% of the population are a mix of African and European origins and their lifestyles, rituals and values share an African influence. Music and humour are the key elements of their culture. Only 35% of the population share an African influence whereas the rest are the migrants from Europe. This part is the financial and the political hub of Brazil. Social class More than half of the population fall in the low income category .The economy is heavily dependent on agriculture. It is more labour intrinsic type of job. Most of the women in the family are housewives. Only 21% of the entire population fall in the low income category and most of the women are from the working class. Group Membership Most of the women meet and wash their clothes in public laundry or pond in a group. Cleanliness being an issue of gossip, every woman tend to keep their family clean to please the group. Most women own a washing machine so self esteem and social status is given less importance. The purchase behaviour of a customer depends on various factors as shown in the diagram below. The social influences are the subjective norms. Apart from price of the detergent, the important attributes for the north east customers as per the rankings are Power of detergent Its fragrance The ability to remove stains without the need of soap and bleach The dissolving power with the water Packaging Impact on colours Whereas the south eastern customers are habitual decision makers. They would prefer to use the same detergents that they are using unless they dont get any flaws. BRAND PLAYERS AND THEIR STRATEGIES UNILEVER: TOP BRANDS: Omo is the top brand of the portfolio and is considered as a high quality at a premium position which is for the high end market. Omo has more than half percentage of the total market share in Brazil .Minerva is a medium quality product with low brand awareness and second in market share. Campeiro is a well-known cheapest product but with a low top of the mind penetration. The target customers of Unilever were the high income segment. The highest profit margin that Unilever generates is from the sales of Omo. STRATEGY USED: With the help of brands like Omo Unilever was the market pioneer in Brazil and hence got the first mover advantage in the detergent sector. Unilever is the LEADER in the market. It followed the strategy whereby it created the most desirable market space in the minds of the consumers as seen by the Top-of-Mind-Awareness results. (Exhibit 8) Their main strategy is to advertise and increase the sales especially of Omo as the profits generated from their detergents proves a backbone for their expansion in food and personal care categories. Unilevers main line of promotion was through the media advertising. This is cost effective and irrespective of the income, Brazilians are avid television watchers. POSITIONING: The various products of Unilever are positioned as per the product and its appeal. Its positioning ranges from removal of stain by eliminating the need of bleach (Omo) to delivering pleasant smell and softness (Minerva) to cost reduction (Campeiro) DISTRIBUTION: Unilever had the daunting task of distributing to 75,000 small outlets in the Northeast. For this it relied on its existing network of generalist wholesalers and sometimes also on secondary, smaller local wholesalers. This however increased their cost. It also had the option of contracting with the specialized distributors. PROCTER GAMBLE: TOP BRANDS: Ace is of the superior quality and is still sold at a lower price than its second brand. Through research and development, their strategy would be to improve the price and the perceived quality of Bold and Ace which is in competition with Minerva and Omo respectively. STRATEGY USED: PG is a MARKET CHALLENGER which is aggressively trying to extend its market share. It has specific challenger strategies like VALUE PRICE GOODS AND SERVICES and IMPROVED SERVICES. The advertising is not very effective as the consumers dont have much knowledge or a top of the brand awareness as compared to the other brands in the market. POSITIONING: Like most of the products of Unilever their products are also positioned depending on the target customers. Two of their main products are positioned similar to Unilevers products e.g. Bold and Pop whereas Ace is positioned as a superior whiteness source. ASA ASA is a local Brazilian brand and is only popular in Northeast TOP BRANDS: Invicto which is an entry level detergent as it is a low cost detergent and valued by its customers. It is a key competitor of Campeiro and focuses on cost reduction across all dimensions. STRATEGY USED: They are the MARKET NICHERS and have been serving a special segment of the market as a whole. POSITIONING: Positioned like Campeiro i.e. as a low priced product SWOT OF UNILEVER IN BRAZIL (AS PER CASE) PRESENT SITUATION: Unilever is the pioneer of consumer goods industry in Brazil and a clear leader in the detergent powder category with an 81% market share achieved by brands like Omo, Minerva and Campeiro. The Brazilian fabric wash market consists of two categories: detergent powder and laundry soap. It faces a huge threat from PG and hence Unilever should look into tapping the niche markets before its competitors entry into them STRENGTHS: Detergent market pioneer in Brazil. Hence gained the first mover advantage which proved very favourable for its success Unilever is a strong brand in itself and has wide acceptance for its products all over the world Have a wide range of brands i.e. have a strong brand portfolio which caters to different market segments. For e.g. Omo is more technology oriented, Minerva clings to its emotional appeal and is a traditional brand, Campeiro focuses more on cost reduction They are innovative and customer centric in their approach. E.g. introduction of 4 new variants of Omo. Each of them have different properties targeted at specific needs of customers Detergents will always remain the cash cows for Unilever WEAKNESS: Difficult to make a selection with respect to cost effectiveness between the Generalist Wholesaler and Specialist Distributor since both could prove to be equally useful in its own way and once selected very hard to reverse Vast difference in distribution of social classes in the Southeast and Northeast. So similar strategies and products will not have the same result and might also vary vastly from the expected result especially in the Northeast Its brand Campeiro is perceived to be low on quality since it is also low priced High availability of substitute products OPPORTUNITY: Tap the niche market i.e. the untouched low income sector before the competitors penetrate there Change the positioning of detergents in the minds of the Northeasterners so as to increase the use quantitatively Make use of the high frequency of washing tendency in the Northeasterners which would improve product sales in this area Omo has the highest Top-of-Mind-Awareness amongst the Northeasterners (approximately 70%). This can be used as a way to generate awareness about Unilevers other brands and also for the product which needs to be directed to the lower income consumer segment (exhibit 8) Improvement in Brazils overall economic performance thereby improving the purchasing power of the natives and especially the lower income consumers Adopt appropriate strategy targeted at the lower income group so that Unilever successfully manages to tap all the classes of people Introduction of more technology based and innovative products like Omo THREATS: Rapid growth and improvement of PGs RD and marketing expertise Northeasterners manner of using detergents is different from the Southeasterners. As per this logic the use of detergents is less with the Northeasterners Preference of laundry soap over detergent powder in the Northeast. This would pose a challenge to the lower income consumer segment product which the company wishes to market Competitor brands like Bold, Pop and Invicto are direct competition to Minerva and Campeiro with regards to quality and price There is almost equal market penetration of the competitors brands with Unilevers brands. For e.g. Invicto, Ace, Campeiro (penetration in the range of 60-80%) Introduction of local products by smaller companies with better distribution Price war with other giants like PG UNILEVER IN BRAZIL As given in the case study, Unilever in Brazil has a strong 81% market share by means of its three brands: Omo, Minerva and Campeiro. Question at hand is Whether or not to market detergents to lower income consumers in Northeastern Brazil and How to go about it The lower income segment isnt tapped by any of the giants of the detergent industry hence it provides opportunity to the company for growth in this segment. Also there is a need for good products matching the flagship brand Omo combined with affordability as clearly seen by the example stated about Maria ConceiÇà £o. TREND IN BRAZIL: As per case study it is known that Northeasterners believe bleach is a must for removal of stains; detergent powder is used only to make the clothes smell good. For the Northeasterners cleanliness is perceived as important despite of their low income survival. Cleaning of clothes for them is also seen as a measure of dedication of the woman of the family. Hence the challenge is to change few age old perceptions and yet successfully make a mark in the lower income segment. For this Unilever will have to convert the laundry soap users into an Omo class user. This is a long term strategy but yet a feasible one. WHY CHOOSE LOWER INCOME GROUP: Enter lower income group segment before PG penetrates there Detergent market in this segment will always be a cash cow Need gap analysis shows that there is an existing need for good detergents in this market IMPLICATIONS OF MOVE: SHORT TERM IMPLICATIONS: First mover advantage, shift of investment of money in low price brand from premium brands LONG TERM IMPLICATIONS: Market leader in low income detergent market, without a shift in Omo customers the new brand will be able to attract lower income customers WHAT SHOULD BE DONE? There are various options with Unilever. Namely, Launch a new product in the market targeting the lower income consumer without cannibalizing its own premium brands extensively Reposition one of its existing brands Have a cheaper version of Omo/Minerva Carry out an extension of one of the existing brands I believe that Unilever in Brazil should carry out PRODUCT LINE EXTENSION. Hereby they should introduce an additional item in the same product category. Unilever should have an extension of its brand Minerva named Minerva Progress (similar to Omo Progress which removes difficult stains without bleach and laundry soap). Minerva Progress should be positioned between Omo and Minerva PROS: The positioning of product between Omo and Minerva will help gain visibility Can promote positively using Unilevers brand name Good market penetration of Minerva as a brand  [1]   CONS: Minerva as a brand is perceived to be a medium quality brand with less Top-of-Mind-Awareness  [2]   Fierce competition with PG brands like Bold and Ace WHY EXTENSION OF MINERVA: Not possible to have a low cost product under the Omo brand since this would confuse the consumers about the original Omos credibility Launch of a new product will not be cost effective Having an extension of Campeiro might not be successful due to the original image of the brand as a cheap quality brand Repositioning of any of the top brands might confuse the consumers and Unilever might lose its loyal customers Minerva having a good market penetration can perform well if the positioning for the extended product is done appropriately. Also as per Exhibit 8 the consumers in the Northeast have good knowledge about the Minerva brand (rated second after Omo). Hence the company should capitalize on this fact and thereby build a route to tap its lower income segment by using the brand name. A MARKET RESEARCH SHOULD BE CARRIED OUT TO UNDERSTAND THE RANGE IN WHICH THE CUSTOMERS WOULD BE WILLING TO SPEND MARKETING MIX OF MINERVA PROGRESS: PRODUCT: A new formula should be produced to match the requirements of the customers and at the same time not increasing the cost Product should have attributes as per requirement of the lower income segment especially cleanliness, whitening and productivity  [3]   Along with price the product should match the six key attributes important to this segment. Formulation should have more emphasis on stain removing capability while keeping Minervas original features intact like perfume and softness The product should be made available in various sizes and types. This would be apt for customers who do not use a large quantity of product per month. This would also give a notional feeling to the customer of having spent less Use of packaging other than cardboard boxes e.g. plastic sachet PRICE: The price of the product should be affordable for the lower income consumers The company is increasing the cost on formulation and nullifying it by cutting down on packaging charges The product should be such that it is priced less than Omo and Minerva itself but a little more than Campeiro Unilever should adopt PENETRATION PRICINGfor its product whereby the profit margin for Unilever would be less but it would maximize unit sales and increase market share in this segment Adoption of penetration pricing would also discourage the competitors entry Also initially Unilever can have an INTRODUCTORY PRICE for the product which would encourage people to purchase the product SUGGESTION: Unilever can also get into backward integration to reduce its cost thereby managing to produce low priced products PLACE Unilever should sell its products at all places in the Northeast Since the big shopping malls are perceived to be expensive it should display its products at local stores Unilever should display Minerva Progress along with Omo. This is because Omo itself has a good image that even this product will be highlighted to all the customers PROMOTION Product should not be advertised as a product meant only for the low income group since this might create a negative impression about the company Medium like hoardings, radio, television should be used Above the line promotion should be emphasized on more than below the line advertising Sales promotion activities should also be carried out heavily which are directed at the customers DISTRIBUTION: Intensive distribution should be used to make the product available extensively in all the retail outlets To target the lower income segment Unilever should adopt the Specialized Distribution method as given in Exhibit 13 PUSH STRATEGY: Initially a push strategy should be used wherein the product is pushed at the customers and made widely available to them. Then depending on the demand forecasts a push-pull strategy should be used. POSITIONING: FRAME OF REFERENCE: Detergents POINT OF DIFFERENCE: Quality with affordability POSITIONING: Attribute and benefit positioning STATEMENT: THE MORE THE BETTER OR THE LESSER THE BETTER.WE GIVE YOU BOTH; MORE QUALITIES FOR LESSER PRICE! PERCEPTUAL MAP: 200 MINERVA PROGRESS OMO 200 0 100 ACE BOLD PERCEIVED QUALITY PRICE INDEX 100 CAMPEIRO POP INVICTO MINERVA = UNILEVER = PG = ASA

Major Depressive Disorder: Theories and Therapies Essay

1. Major Depressive Disorder Definition and Symptoms Major Depressive Disorder may be diagnosed as one or more episodes of a Major Depressive Episode. Symptoms of a major depressive episode include depressed mood, diminished interest or pleasure in activities, weight changes, sleep problems, slowing of speech or agitation, fatigue or loss of energy, feelings of worthlessness and/or guilt, difficulties in thinking, concentrating, or indecisiveness, and thoughts of death, suicide, or suicide attempts. These symptoms are not due to another medical or psychological reason, and they cause clinically significant distress or functional impairment. 4th ed. , text rev. ; DSM-IV-TR; American Psychiatric Association, 2000) The cause of depression is not completely understood. It is, most likely, a combination of reasons, which may include chemical imbalances in the brain, psychological, or environmental factors, and genetics. Severe life stressors, such as divorce, or job loss, often contribute to depression. In a twelve month period, 6. 7% of the U. S. population is depressed. Of those that are depressed, 30. 4% are severe, or 2. 0% of the total U. S. population. Lifetime prevalence in the U.  S. is 16. 5% of the population. (National Institute of Mental Health (NIMH), Prevalence) Women are 70% more likely than men to experience depression during their lifetime. (NIMH, Demographics) The National Institute of Mental Health also reports that Blacks are 40% less likely than Whites, to experience depression in their lifetime. The World Health Organization (WHO) estimates the total number of years a person may lose to illness, disability, or death. They have rated Unipolar Depression number one in diseases and disorders, with a loss of 10. years, well above heart disease and cancer. (NIMH, Leading Individual Diseases/Disorders) 2. Cognitive Theory and Symbolic Interaction Theory of Major Depressive Disorder Cognitive Theory (CT) Early negative experiences are overgeneralized and become a part of one’s schema. The theory, developed by Beck, asserts that one’s negative and dysfunctional view of one’s self leads to depression. Thought distortions, such as absolute thinking, selective abstraction, and personalization, set one up for failure, and perpetuate the negative thinking, leading to depression. Maladaptive thinking and behavior may be learned or caused by inexperience. Symbolic Interaction Theory (SIT) A person gives meanings to objects, experiences, and to self. Social interaction with others helps to define those meanings. Symbols and meanings develop and change over time. Self-conception comes from one’s social interactions with other’s, and how one believes the other person perceives them. If a person believes others are looking at them and judging them negatively, self perception is negative. Depression is caused by negative thinking and perceptions. Etiology: Compare and Contrast In both Cognitive Theory and Symbolic Interaction Theory, dysfunctional and negative thinking about self, form the basis for the depression. Both theories involve thoughts and feelings formed from internal and external stimuli. In both theories, beliefs are based on interpretations rather than reality. In CT, the depression is more self centered and self inflicted. It is more internally based and controlled, while SI depends more on negative external stimuli. Symbolic Interaction Theory adds the concept of interaction with others, while Cognitive Theory does not. Cognitive Theory suggests cognition and behavior are learned and built upon, while Symbolic Interaction Theory suggests thoughts and actions taking place in the present and are dynamic, changing according to the present experience. Dynamics: Compare and Contrast Cognitive Theory and Symbolic Interaction Theory both assert that beliefs about self will strongly determine the way the individual behaves. CT and SIT both assert that people process external information and then apply it to themselves. Both involve irrational thinking. In both theories, the epressed person makes thought leaps, assumptions that are not supported. In Cognitive Theory, one may assume that because they had a negative experience in one situation, it will always be experienced the same way. In Symbolic Interaction Theory one may assume that an interaction with a person, or certain types of people will always be the same. CT may involve a situation the person experiences alone or with others, while SIT naturally would include interaction with others. Cognitive Theory of Depression builds and grows stronger with each negative experience, while Symbolic Interaction is more in the present. The negative and distorted thoughts of a depressed person are reactionary. c. Motivation for change: Compare and Contrast In Cognitive Theory and Symbolic Interaction Theory, motivation for change would include the need for love, support, and interaction with others. We are social beings and need that interaction. Depression separates one from others because it becomes mentally and physically difficult to function. With that separation comes confirmation of the distorted, negative self beliefs. Ruminations drag the depressed person further away from truth (cognitive) and people (interaction). Major Depression is not an illness one can pull out of alone. Although it would be possible without professional help, it wouldn’t be possible without other people. There would be no purpose to change. In Cognitive Theory, motivation for change would include a positive self image and the ability to enjoy one’s life. Motivation for change in Symbolic Interaction Theory would include positive self image and enjoying one’s life, as well as rejoining society, and having a positive impact on others. 3. Major Depressive Disorder Interventions  According to the American Psychiatric Association (APA) practice guidelines, acute phase treatment for patients with major depressive disorder may include pharmacotherapy, depression-focused psychotherapy, the combination of medications and psychotherapy, or other somatic therapies such as electroconvulsive therapy (ECT), transcranial magnetic stimulation (TMS), or light therapy. The treatment chosen should depend on the severity of symptoms, other illnesses or stressors present, patient and doctor preference, and past treatment outcomes. In their study of depressed patients, Budd, James, & Hughes (2008) found that patients felt Cognitive Behavioral Therapy helped them more than any other therapy. Pharmacotherapy Antidepressant medication is generally the first treatment recommended for depression. Some of the first drugs used to treat depression were tricyclic antidepressants (TCAs), such as Elavil. They affect the neurotransmitters norepinephrine and serotonin. They are used less often because of side effects. Monoamine oxidase inhibitors (MAOIs), such as Narwal, were also used in early treatments for patients with treatment resistant depression. Because of food interactions and the need for dietary restrictions, these medications are also used less often. Selective serotonin reuptake inhibitors (SSRIs), such as Prozac, work by increasing the amount of the neurotransmitter serotonin available to the brain. Seratonin and Norepinephrin reuptake inhibitors (SNRIs), such as Effexor, increase the amount of serotonin and norepinephrine neurotransmitters that can be used by the brain. Mirtazapine, a brand name is Remora, is a non-adrenegic and specific serotonergic antidepressant. Buproprion, found in the brand Wellbutrin, is a norepinephrine-dopamine reuptake inhibitor. All of these drugs may be used in the treatment of depression. (NIMH) Psychotherapy Psychotherapy, sometimes referred to as talk therapy, educates a patient about mental illness and provides tools, or strategies, to improve the patient’s mental health, as well as social functioning. There are several different types of psychotherapy. Psychotherapy for Major Depression is usually used in conjunction with medication. Cognitive Behavioral Therapy (CBT) Developed by Aaron Beck in the 1960’s, CBT helps the patient understand how thoughts can influence behavior. CBT helps a person focus on his or her current problems and how to solve them. The patient learns how to identify distorted or unhelpful thinking patterns, recognize and change inaccurate beliefs, relate to others in more positive ways, and change behaviors accordingly. (NIMH) Interpersonal Psychotherapy (IPT) Interpersonal Psychotherapy was developed in the 1980’s, by Gerald Kerman and Myrna Weissman, to treat depression. (Markowitz & Weissman, 2012) Mood, and it’s relation to social circumstances, is examined, and the patient learns how to react positively to negative circumstances. It is time limited and has been proven to be an effective treatment for depression. (Markowitz & Weitzman, 2012) Rational Emotive Behavioral Therapy (REBT) Similar to CBT, Rational Emotive Behavioral Therapy focuses on changing cognitive, emotional, and behavioral problems. The therapy was developed by Albert Ellis, Ph. D. , in 1955. Ellis asserts, â€Å"It is largely our thinking about events that leads to emotional and behavioral upset. Working with the present in mind, the patient is encouraged to look at the negative thinking that leads to negative emotions and behaviors†. Mindfulness-Based Cognitive Therapy (MBCT) Mindfulness-Based Cognitive Therapy was developed by Drs. Zindel Segal, Mark Williams, and John Teasdale. It is an eight-session program based on eastern spirituality. Developed for use in preventing depression relapse, it focuses on the patient’s awareness of personal thought patterns and emotions. Knowing the ruminations and self-critical thinking that precedes depression, the patient is taught how to divert the depression. (American Psychological Association) Somatic Therapies Deep Brain Stimulation (DBS) Electrodes are placed on specific areas of the brain that stimulate the brain continuously through a pulse generator implanted under the skin. A long term follow up study by Kennedy and his colleagues (2011), found social functioning and physical health continued to improve for up to six years after the treatment. The response rate was high at 60%, and the remission rate was 30%, based on the Hamilton Depression Rating Scale. (Kennedy et al. , 2011) Repetitive Transcranial Magnetic Stimulation (rTMS) Repetitive Transcranial Magnetic Stimulation was first used in a study for treatment of depression in 1993, and approved by the FDA in 2008. The neural pathway, from the frontal cortex of the brain to the limbic area, is stimulated. This pathway is believed to be deficient in depressed patients. A pulsating, alternating magnetic field above the scalp sends an electric current through the brain. The electrical current flows to the cortex, depolarizing neurons, and sends signals to the limbic region. This procedure is preformed while the patient is awake. It produces minor twitches, has few side effects, and is non-invasive. The study I read showed a 65% improvement in symptoms. (George & Post, 2011) Electroconvulsive Therapy (ECT) Electroconvulsive therapy (ECT), or shock therapy, is usually used on treatment-resistant depression. A seizure is produced by an electrical shock to the brain. This shock changes the chemical balance in the brain. A patient generally has several procedures a week at first. Procedures are reduced to once a week and then once a month. The amount of ECT needed varies with each person. Memory loss and other cognitive effects sometimes occur, but usually diminish with time. (National Institute of Mental Health) It is important that a skilled Psychiatrist perform the procedure because the effectiveness of the treatment depends on the accuracy of the physician’s skills. (Lisanby, 2007) Vagus Nerve Stimulation (VNS) Vagus nerve stimulation sends electrical pulses from a surgically implanted generator in the chest to the vagus nerve. Every few seconds a pulse runs through the nerve to the part of the brain that is thought to effect mood. (NIMH) Complimentary and Alternative Therapies The National Institute of Mental Health also lists St. John’s wort, S-adenosyl methionine (sometimes called SAMe), omega-3 fatty acids, light therapy, and acupuncture as complimentary and alternative therapies. Botox has also been studied as a treatment for depression, with the theory that suppressing frowning in a depressed person can decrease the depression. (Kruger, T. H. C. , et al. , 2012) 4. Theory and Treatment Links Cognitive Theory and Cognitive Behavioral Therapy a) Etiology Maintenance of depression by negative, automatic thoughts, and withdrawing from others, is the basis for Cognitive Theory. In Cognitive Behavioral Therapy (CBT) for depression, the client is taught to replace negative cognitive thoughts and behaviors with positive ones. Sterling Moorey (2010) developed a maintenance model of depression with six cycles depicted as a â€Å"vicious flower†. It is a tool to help clients understand depression: what causes it, and how it is maintained, as well as cognitive and behavioral changes to ameliorate it. The links between Cognitive Theory and Cognitive Behavioral Therapy can be seen clearly in the model as described below. b) Dynamics Testing negative thoughts and beliefs replaces automatic negative thinking. Problem solving and developing compassion replaces ruminating and self-attacks. Mood recognition replaces mood/emotions. Becoming physically active, and taking one step at a time, replaces withdrawal and avoidance. Experimenting with helpful behaviors replaces unhelpful behaviors. Motivation and physical symptoms are replaced by taking care of oneself and exercising. (Moorey, 2010) A link between Cognitive Theory and Cognitive Behavioral Therapy, is demonstrated when exercise is used as a treatment for depression. Exercise engages the patient mentally and physically. It changes behavior, increases health, and encourages interaction with others. It is positive change that can be used for intervention and prevention. (Martinson, 2008) c) Motivation for Change Cognitive Theory of Depression asserts that dysfunctional and negative beliefs about self causes and maintains depression. Gaining a positive self image based on cognitive behavioral changes will enable a depressed person to participate in, and enjoy life. Looking at difficulties and life events from a positive perspective, allows one to believe success is possible, and behave accordingly. Symbolic Interaction Theory and Interpersonal Therapy a. Etiology Looking at events from a dysfunctional and negative view, based on our interactions with others, perpetuates negative thoughts and feelings, according to the Symbolic Theory of Major Depressive Disorder. This was demonstrated in a study by Vranceanu, Gallo, and Bogart (2009). They found that women with depressed symptomatology reported more negative personal interactions and less positive support, than women who were not depressed. The negative reactions the depressed women received, may serve as reinforcers for dysfunctional beliefs. (p. 468) Interpersonal Therapy (IPT) links mood to the clients circumstances, helping the client to understand what triggers the depression. Often, negative circumstances involve a relationship, or some event that involves the client’s interpersonal functioning. (Markowitz and Weissman, 2012) Liverant, Kamholz, Sloan, & Brown (2011), showed there is a correlation between rumination and other forms of emotional suppression, such as avoidance and withdrawal. They found the more often emotional suppression was used, particularly rumination, the greater the intensity of sadness. b. Dynamics The negative thoughts and feelings the client has perceived from interactions with others, as well as personal relationship problems, are evaluated by the therapist. IPT is time-limited, and solution based. The therapist is understanding, supportive, and encouraging. Emotional acceptance of negative experiences may serve as a tool to reduce rumination, thus decreasing the symptoms of depression. (Liverant, et al. 2011) Interpersonal skills are taught so clients can learn to interact with others in more positive ways. c. Motivation for Change Motivation for change in both Symbolic Interaction Theory and Interpersonal Therapy is a return to a positive mood, the ability to enjoy life, and to interact with others in a positive way. Negative, dysfunctional beliefs attained through interaction with others, as demonstrated in Symbolic Interaction Theory, can b e changed by learning person skills to interact more positively with others, thus providing positive response and reducing depression.

Philippine Long Distance Telephone Company and Sun Cellular

1. What are the factors that contributed to URC' s success? Some of the factors that contributed URC's success are: Being innovative and aggressive frontrunner in the snack food industry. Its products can be found in virtually every household across the country, with market shares indicating that one out of every two modern snack products enjoyed by Filipino consumers is a URC offering. The secret behind URC's success is the EXCELLENT VALUE that its products provide consumers. URC products offer consumers world class quality at affordable prices.Using only state-of-the-art equipment and stringent manufacturing standards, the company is also well on its way to obtaining ISO 9002 Certification for all its plants. 2. Analyzed the growing market base in Asia. How did Gokongwei take advantage of it? Gokongwei take advantage the growing market base in Asia by producing innovative products but at the same time cheaper than the other products in the market. Gokongwei also provide goods that basically needed by the consumer. As his early life as a teen, Gokongwei learned that basic need are the best product that the demand will never cease.Also he offered fresh products that the other company didn't offer. With this strategy invading the growing Asia market is possible. 3. Based on Gokongwei words of wisdom, how can the Philippines compete globally? â€Å" I am 81 today. But I do not forget the little boy that I was in the palengke in Cebu. I still believe in family. I still want to make good. I still don’t mind going up against those older and better than me. I still believe hard work will not fail me. And I still believe in people willing to think the same way.Through the years, the market place has expanded: between cities, between countries, between continents. I want to urge you all here to think bigger. Why serve 86 million when you can sell to four billion Asians? And that’s just to start you off. Because there is still the world beyond Asia. When you go back to your offices, think of ways to sell and market your products and services to the world. Create world-class brands. You can if you really tried. I did. As a boy, I sold peanuts from my backyard. Today, I sell snacks to the world.I want to see other Filipinos do the same. † Based on Gokongweis' words of wisdom, to able for the Philippines to compete globally, we Filipino must not be afraid to take the challenge of competing against multinationals compny or bigger competitors. For us not to be aeaten by larger competitors we must make sure we came prepared with great products and great strategies. We ended up changing the rules of the game instead. 4. Are there hindrances for the Philippines inability to have it's own global branch? Explain.Yes, there’s always an opportunity everyday passes our lives but ignore them as we don’t like of doing it because of PRIDE and FEAR. it is always printed in our mind that every time we saw something different we al ways ignore them as it is not our line of profession or simply saying its against our pride or just fear of doing it. if only we have the same determination and willingness to reach our goal just like Sir Gokongwei, then we are far more successful than any other countries. i knew that this is a life changing story and i hope that we all use it.I myself has a lot to work out specially my ATTITUDE. the attitude of wasting TIME. i have a lot of goals in life but did nothing to get them until time passes by and forgot them. if only i valued my time then i’m sure i would be now a somebody person. but its not yet late. starting immediately, ill make something different for my self. something that i can be proud of someday when my hair became grey†¦ and has a story to tell to my grandchildren. ITS NEVER LATE TO BE A SUCCESSFUL PERSON, just work it out.At the end, it is only you who will reap them all. don’t mind about the failure, as they say it is always â€Å"trial an d error†, and always say it to your self † at least i tried†. but never stop from there. as from failure you will learn the best wisdom in life, and from wisdom can have the best weapon to fight the battle, and through your best weapon you will have a big chances to win. then you will have a story to tell†¦ who knows you might will become part of the business history. 5. Identify Gokongwei's entrepreneurship traits which made him successful.Gokongwei's entrepreneurship traits made him successful are: Self-determination This self-made entrepreneur is not afraid to become a second mover. He loves to offer an alternative from the number 1 company offering products and services like in telecommunications (SUN Cellular), real estate (Robinsons Land), and airline (Cebu Pacific). He doesn’t like mixing politics and business. He doesn’t like being very close to government. Because according to him, wealth that’s based purely on politics cannot be sustained. He thinks outside the envelope.Like Henry Sy Sr. and Andrew Tan, John Gokongwei Jr. thinks outside the envelope because he started his businesses from scratch. There’s no baggage and no tradition to follow. 6. Make a research on the acquisition of sun cellular by PLDT. Make your comments. PLDT buys majority stake of Sun Cellular The biggest IT story of the day is PLDT’s acquisition of Digitel which operates Sun Celluar, the 3rd largest telco player in the Philippines. PLDT, which owns Smart Comm. , becomes a much bigger operator and strengthening it’s number 1 spot in the country.The Philippine Long Distance Telephone company announced today its acquisition of Digital Telecommunications Philippines, Inc. (Digitel) from JG Summit amounting to Php74. 1 billion or 51. 55% shares in exchange of new PLDT assets worth 2,500 per share. Digitel, which owns Sun Cellular, announced that under the new leadership the paired networks will continue to the expansion of broadband rollout and other next generation technologies in both fixed and wired services. PLDT says Sun Cellular will remain a separate entity and retain the brand.Smart already surpassed 45 million subscribers in 2010 while Sun Cellular, which has over 16 million subs, was already inching closer to Globe Telecom (26. 5 million). Smart’s rapid growth and expansion requires more wider frequency and that might have prompted the Sun Cellular buy-out. At the same time, Sun Cellular has become a large player in terms of post-paid subscribers (even the first one to reach 1 million). Meanwhile, Smart has only around 500k postpaid subscribers while Globe has around 900k.From having 3 large celco players, we now have just 2 — Smart at far #1 and Globe at a minority #2. COMMENT: This strategy that PLDT done is what we called Globalization, since the market for networks are now vast where there are various networks competing with each other,companies now have to buy another network. To maintain quality and competitive pricing, PLDT have redesigned their organizational structures and strategically buy the competing netwoork such as Sun cellular to lessen the competitors in the industry. Philippine Long Distance Telephone Company and Sun Cellular 1. What are the factors that contributed to URC' s success?Some of the factors that contributed URC's success are:Being innovative and aggressive frontrunner in the snack food industry. Its products can be found in virtually every household across the country, with market shares indicating that one out of every two modern snack products enjoyed by Filipino consumers is a URC offering. The secret behind URC's success is the EXCELLENT VALUE that its products provide consumers. URC products offer consumers world class quality at affordable prices. Using only state-of-the-art equipment and stringent manufacturing standards, the company is also well on its way to obtaining ISO 9002 Certification for all its plants.2. Analyzed the growing market base in Asia. How did Gokongwei take advantage of it?Gokongwei take advantage the growing market base in Asia by producing innovative products but at the same time cheaper than the other products in the market. Gokongwei also provide goods that bas ically needed by the consumer. As his early life as a teen, Gokongwei learned that basic need are the best product that the demand will never cease. Also he offered fresh products that the other company didn't offer. With this strategy invading the growing Asia market is possible.3. Based on Gokongwei words of wisdom, how can the Philippines compete globally?â€Å" I am 81 today. But I do not forget the little boy that I was in the palengke in Cebu. I still believe in family. I still want to make good. I still don’t mind going up against those older and better than me. I still believe hard work will not fail me. And I still believe in people willing to think the same way. Through the years, the market place has expanded: between cities, between countries, between continents. I want to urge you  all here to think bigger. Why serve 86 million when you can sell to four billion Asians? And that’s just to start you off.Because there is still the world beyond Asia. When y ou go back to your offices, think of ways to sell and market your products and services to the world. Create world-class brands. You can if you really tried. I did. As a boy, I sold peanuts from my backyard. Today, I sell snacks to the world. I want to see other Filipinos do the same.† Based on Gokongweis' words of wisdom, to able for the Philippines to compete globally, we Filipino must not be afraid to take the challenge of competing against multinationals compny or bigger competitors. For us not to be aeaten by larger competitors we must make sure we came prepared with great products and great strategies. We ended up changing the rules of the game instead.4. Are there hindrances for the Philippines inability to have it's own global branch? Explain.Yes, there’s always an opportunity everyday passes our lives but ignore them as we don’t like of doing it because of PRIDE and FEAR. it is always printed in our mind that every time we saw something different we alwa ys ignore them as it is not our line of profession or simply saying its against our pride or just fear of doing it. if only we have the same determination and willingness to reach our goal just like Sir Gokongwei, then we are far more successful than any other countries. i knew that this is a life changing story and i hope that we all use it. i myself has a lot to work out specially my ATTITUDE.The attitude of wasting TIME. i have a lot of goals in life but did nothing to get them until time passes by and forgot them. if only i valued my time then i’m sure i would be now a somebody person. but its not yet late. starting immediately, ill make something different for my self. something that i can be proud of someday when my hair became grey†¦ and has a story to tell to my grandchildren. ITS NEVER LATE TO BE A SUCCESSFUL PERSON, just work it out. at the end, it is only you who will reap them all.Don’t mind about the failure, as they say it is always â€Å"trial and error†, and always say it to your self † at least i tried†. but never stop from there. as from failure you will learn the best wisdom in life, and from wisdom can have the best weapon to fight the battle, and through your best  weapon you will have a big chances to win. then you will have a story to tell†¦ who knows you might will become part of the business history.5. Identify Gokongwei's entrepreneurship traits which made him successful.Gokongwei's entrepreneurship traits made him successful are:Self-determinationThis self-made entrepreneur is not afraid to become a second mover. He loves to offer an alternative from the number 1 company offering products and services like in telecommunications (SUN Cellular), real estate (Robinsons Land), and airline (Cebu Pacific). He doesn’t like mixing politics and business. He doesn’t like being very close to government. Because according to him, wealth that’s based purely on politics cannot be su stained. He thinks outside the envelope. Like Henry Sy Sr. and Andrew Tan, John Gokongwei Jr. thinks outside the envelope because he started his businesses from scratch. There’s no baggage and no tradition to follow.6. Make a research on the acquisition of sun cellular by PLDT. Make your comments.PLDT buys majority stake of Sun CellularThe biggest IT story of the day is PLDT’s acquisition of Digitel which operates Sun Celluar, the 3rd largest telco player in the Philippines. PLDT, which owns Smart Comm., becomes a much bigger operator and strengthening it’s number 1 spot in the country. The Philippine Long Distance Telephone company announced today its acquisition of Digital Telecommunications Philippines, Inc. (Digitel) from JG Summit amounting to Php74.1 billion or 51.55% shares in exchange of new PLDT assets worth 2,500 per share. Digitel, which owns Sun Cellular, announced that under the new leadership the paired networks will continue to the expansion of br oadband rollout and other next generation technologies in both fixed and wired services. PLDT says Sun Cellular will remain a separate entity and retain the brand.Smart already surpassed 45 million subscribers in 2010 while Sun Cellular, which has over  16 million subs, was already inching closer to Globe Telecom (26.5 million). Smart’s rapid growth and expansion requires more wider frequency and that might have prompted the Sun Cellular buy-out. At the same time, Sun Cellular has become a large player in terms of post-paid subscribers (even the first one to reach 1 million). Meanwhile, Smart has only around 500k postpaid subscribers while Globe has around 900k. From having 3 large celco players, we now have just 2 — Smart at far #1 and Globe at a minority #2.COMMENT:This strategy that PLDT done is what we called Globalization, since the market for networks are now vast where there are various networks competing with each other,companies now have to buy another netwo rk. To maintain quality and competitive pricing, PLDT have redesigned their organizational structures and strategically buy the competing netwoork such as Sun cellular to lessen the competitors in the industry.

The Differences Between Neanderthals and Modern Human Beings

The Neanderthals seem to have largely disappeared around 25,000 years ago, but the precise explanation for their disappearance remains something of a mystery. A number of different theories have emerged, some mutually exclusive, some not, but all of them draw upon substantial archeological, anthropological, and biological evidence. Researchers have variously proposed that Neanderthals were the victims of genocide at the hands of modern humans, died out due to some kind of plague or epidemic, or went extinct because they could not cope with climatic shifts. While none of these can be conclusively proven or disproven, one can at least begin to assign certain degrees of likelihood to each hypothesis. Upon examining a variety of these theories regarding the extinction of the Neanderthals, it becomes clear that in all likelihood, the Neanderthals disappeared not due to any single cause, but rather from susceptibility to climate change coupled with conflict, disease, and interbreeding. To begin this study, it will be useful to start with a brief discussion of the major differences between Neanderthals and modern humans, because as will be seen, these differences may have a played a key role in their eventual extinction. Neanderthals were not the brutish, ape-like creatures they are often depicted as in popular media, but they did have some noticeable anatomical differences from modern humans. In general they were stockier with shorter, more powerful limbs, but these limbsShow MoreRelatedThe Extinction Of The Neanderthals1742 Words   |  7 Pagesof the coexistence and the potential interaction between the last Neanderthal and the earliest intrusive populations of anatomically modern humans in Europe has been a topic of debate. The extinction of the Neanderthals occurred during the latter part of the last glaciation which was characterized by a rapidly changing climate, cold conditions and corresponding vegetation and faunal turnover. However, it coincided with the e xpansion of modern humans out of Africa during the Late Pleistocene. ThusRead More Neanderthals Essay1492 Words   |  6 Pages Were Neanderthals the same as modern humans, or were they an entirely different species? This is a major topic of debate among Anthropologists, and many people strongly argue each view, backing their opinion with evidence from physical remains and inferred ideas about behavior. nbsp;nbsp;nbsp;nbsp;nbsp;The proponents of the separate species hypothesis believe that they had a common ancestor, but Neanderthals and modern humans were separate species. They argue that the Neanderthal line wasRead MoreDescriptive Essay : Mountain Creek State High School 1747 Words   |  7 Pagesneanderthalensis- The Beginning of Modern Man Term 4 VAN EGMOND, Kirby 11/3/2014 Key Words Archaic Ancestor Anthropologist Evolution Monogenesis mtDNA Multiregional Neanderthals â€Æ' Homo neanderthalensis-The Beginning of Modern Man Introduction In the early 1800s, knowledge of the variety and characteristics of living things became detailed enough for some natural scientists to begin questioning the origin of species and the arrival of humans on earth. This spurred Charles DarwinRead MoreThe Biology Of Neanderthals1710 Words   |  7 PagesThe Biology of Neanderthals The purpose of this paper is to highlight some of the current results of testing of Neanderthal fossils. By providing a comparison analysis of Homo sapiens to Homo neanderthalensis we can see the fundamental differences as well as the advances of our evolution. By starting from the macro level and working toward the micro level we can see how sciences views of these creatures have evolved as well. The advances in scientific technology and ever expanding database of knowledgeRead MoreHuman Nature, Human, And The Human Past1210 Words   |  5 Pages Neanderthals: Are We Really That Different? Mitch Charlton Student #250833199 Anthropology 1020E 001 5A Alexis Dolphin November 9 2015 Introduction Evolutionary studies are undoubtedly a large, significant aspect of biological anthropology. Anthropology can be defined as â€Å"the study of human nature, human society, and the human past† (Lavenda and Schultz 2016:5). Evolution includes the past, present, and future. It revolves around how we got to where we are today; what are our originsRead MoreWhat Has Changed World History1724 Words   |  7 Pagesthe thing that has changed human history the most. Humans drove Neanderthals to their extinction, which contributed to the rise of human hegemony. Anything that has happened in human history was allowed to happen because of Neanderthal extinction. Humans have been around since about 200,000 years ago, and so have Neanderthals. But, humans were made differently than Neanderthals. Each species had specific differences and similarities. But had it not been for Neanderthals’ extinction, the world wouldRead MoreWho Were th Neanderthals?1223 Words   |  5 PagesNeanderth als are modern humans closest extinct relative. They are part of the genus homo (Homo neanderthalensis) meaning they are very closely related to present day Homo sapiens, or modern humans. Fossil evidence suggests they lived from approximately 200,000 to 28,000 years ago when they became extinct. Neanderthals lived generally in central to southwest Asia and Europe. The first discovery of a Neanderthal fossil occurred in 1856. This fossil was found in Neander Valley in Germany. In GermanRead MoreDarwinistic Theory of Evolution: Neanderthals vs. Humans Essay680 Words   |  3 Pagesevolved from primates and then, by following the Darwinistic theory of evolution, Neanderthals, when in fact they all evolved alongside each other, sharing common ancestors rather than directly coming from one another. This then lead to similarities in the DNA as well to the high probability that there was interbreeding between the species; phylogenic tree mappings of the mitochondrial DNA of numero us different modern humans from around the world as well as the mtDNA of an assortment of Homo neanderthalensisRead MoreEvolution Of The Fossil Record900 Words   |  4 Pagesobserve the changes among different homo genus, as they evolved over time becoming what we now know as the modern human (Fossil Record, 2015). The fossil record not only organizes the sequential generations that have changed over time to adapt better to their environments, but it also provides a time line to how homo sapiens came to exist (Fossil Record, 2015). Through careful analysis of the human fossil record, characteristics in the skull such as the brow ridge, brain size, cranial capacity, dentitionRead MoreWhat Are Homo Sapiens?964 Words   |  4 PagesWhat are Homo sapiens? Homo sapiens are the only existing human species left on earth evolving since about 160,000 year ago. Homo sapiens is the complete modern humans Homo is the human genus. Which also includes Homo erectus and Neanderthals plus many ot her extinct species of hominid family. According to â€Å"most Paleoanthropologists agree that Homo erectus evolved into Homo sapiens.† (171). The Paleolithic period is a big part of human evolution, it is broken up into three different measures lower