Strategies and public relations of Hilton

Strategies and public relations of Hilton In todays vital range of competitive business environment there has been a shift from traditional marketing towards more varied approaches. In particular there has been a change from transactional to relationship management in marketing. I certify that this assignment is my own work, based on my personal study and or research. I have acknowledged all material and sources used in the preparation of this assignment, including any material generated in the course of my employment. I have not copied in part, or otherwise plagiarised, the work of other students. I have read and I understand the criteria used for assessment. The assignment is within the word and page limits specified in the unit outline. In other words, the use of any material in this assignment does not infringe the intellectual property/copyright of a third party. I did very hard work for this assignment and full concentrate on my work. I did try to do my best. Hilton worldwide is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended -stay suites and mid priced hotels. For 90 years, Hilton worldwide has been offering business and leisure travellers the finest in accommodations, service, amenities and value. The company is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Its brands care comprised of its more than 3,300 hotels in 77 countries and include Waldorf Astoria hotels and resorts, Conrad hotels and resorts, Hilton double tree, Embassy suite hotels, Hilton garden Inn, Hampton Inn and suites, Homewood suites by Hilton and Hilton Grand vacations. The company also manages the world-class guest reward program Hilton HHonors. Hilton Hotels properties are renowned for their convenient and strategic locations within major countries throughout the world. Also synonymous with the brand are the high level of persona l service guest receive, and the extensive range of comprehensive business facilities available in luxurious settings. This hotel is built in 1963 as a showcase for international guests; this stunning New York City hotel has warmly welcomed families visiting the worlds fair, representatives attending political conventions and certain Fab Faur from England, coming to appear on the Ed Sullivan Show. With a multilingual staff of professionals, a wide choice of elegantly appointed accommodations, this extraordinary NYC hotel looks forward to continuing its legacy of service and guest satisfaction. MARKETING The marketing function is the study of market forces and factors and the development of a companys position to optimize its benefit from them. It is all about getting the right product. There is a difference between sales and marketing, marketing people deal with markets that contain many potential customers, and they talk to them as a group. Whereas profit or service to the customer at the right place at the right time. Marketing is much more than just advertising or PR. Its a way of doing things that starts with a potential customer and ends up with a profit. In the middle are competitors who are after the same customers and same profits. In the business as a marketing person, its necessary to use some proven tools and techniques to attack the competition and gain the customers. Marketing is the process where a company satisfies customer needs with a product and service at a price that generates a salespeople deal with a few customers and talk to them one at a time. According to me Marketing is a body of knowledge concerned with the relationship of a business to the marketplace. This market place is made up of customers, potential customers, competitors, suppliers, distribution channels, communication media and government regulations. It is a key of discipline that enables the producers of goods and services to interpret customer wants, needs and desires and match, or exceed them, in delivery to their target consumers. Marketing is also a mixture of all the activities of advertising promotion, publicity, deciding the look and feel of the product, how it will be sold and send to the consumer etc .All of these are the different parts of the marketing, they are not marketing. According to Philip Kotler (2006), Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Eric Davies and Barry Davies (2 edition), Institute of Management, Successful Marketing in a week, Marketing is the identification and profitable satisfaction of customers needs'. The Charted Institute of Marketing, Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. We define marketing management as the analysis, planning, implementation and controls of programs designed to create, build and maintain beneficial exchange with target buyers for the purpose of achieving organizational objectives. According to Bennett (1995), The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals. According to handouts The American Marketing Association defines marketing as, The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals. Facets of Marketing: Marketing has two sides first is philosophy, an attitude, a perspective or a management orientation that stress customer satisfaction. Second marketing is a set of emotions used to implement this philosophy. This is the marketing process. In hospitality marketing, the product is the experience of the guests. This experience has both a goods component (like food) and an interactive component, which we call service. In practice, hospitality employees become part of the product (experience). Another way every employee is part of the guests experience, because the typical hospitality organisation is highly personal and interactive. APPROACHES TO MARKETING Product orientation: Product orientation means focuses on the internal capabilities of the hotel rather than on the desires and needs of the marketplace. The benefits offered by a product or service can include: Convenience and accessibility. Good after-sales technical support and advice. Comfort and ease of use. Accountability- the knowledge that if things go wrong, the manufacturer will put them right. Courtesy and helpfulness of staff. Attractive, appropriate and efficient design and packaging. Peace of mind- the knowledge that you can trust the hotel, that your needs are understood and the good or service you have purchased will not let you down. Sales orientation: A sales orientation is based on the ideas that people buy more goods and services. In marketing a product is important to establish a unique selling proposition which sets business, brand or product ahead of the competition. Creating a unique selling proposition is particularly important in providing services. Unique selling propositions are usually set out in advertising. Therefore, the focus of a sales orientation is still the product, or what an operation has to offer. Marketing orientation: Marketing is based on the ideas how the product comes out in the market. The right place is profitable for the product. It focuses on customer wants and needs and integrating all the organisations activities, including production, to satisfy these wants. Achieving long-term goals for the organisation by satisfying customer wants and needs legally and responsibly. Societal Marketing Orientation: The Societal Marketing Orientation is the newest marketing concept. This concept holds that the organisation should determine the needs, wants and interests of target markets and deliver the desired satisfaction more effectively and efficiently that competitors in a way that maintains or improves the consumers and societys well being, whether the marketing concept is adequate in the age of environmental problems, resources shortage, rapid population growth, worldwide inflation and neglected social services. The pure marketing concept ignores possible conflicts between short run consumer wants and long run societal needs. Like a Hotel, Hotel chains have established no-smoking floors and no smoking sections in their restaurants. Fast-food restaurants that practice the societal marketing concept pursues more environmentally sound packaging and produce foods with more nutritional value. Resort developers must consider the impact on the environment not only of their initial construction but also of the disposal of waste products and their use of water. MARKETING PLAN Marketing plan is designed to implement the strategies chosen at the corporate and strategic business unit levels. Writing a marketing plan of the hotel allows you to examine the hotel environment in conjunction with the inner working of the business. The marketing plan allows the marketing manager to enter the market place with an awareness of possibilities and problems. The development of a marketing plan every year is also important because good strategies are equal to success. It is noted that the long term effect of a marketing plan is hard to measure with precision. Ronald McDonald and Santa Claus have such things as long term effects. Elements of Marketing Plan Current Situation: Its important to assess market trends and the competition. These days, most forward thinking marketing people also involve salespeople to help their understanding. This is because sales people have an intimate knowledge of individual customers and competitors. Marketing Objectives: This is to help potential customers understand what your business does. It includes brochures, presentations and website. Salespeople should use these to describe the business and explain the benefits of your products to individual customers. There are all important goals to determine which ones you want to achieve first, second and so on and which are most easily and effectively executed. Swot Analysis: The total evaluation of a hotels strengths, weakness, opportunities and threats is called SWOT analysis. The best marketing people know exactly what they are good at, and what they are not so good at their strengths and weaknesses, it comes in internal analysis of hotel. In strategic planning opportunities and threats come in external analysis of the hotel. Competitor Analysis: Every business has competitors and its good for combined spend on promotion and advertising increases the size and growth of the market. It must understand that who is competitors, things like location, business size, website, product information and their target customer groups. Must spend time working out their strengths and weaknesses. Monitor their website every month and keep an eye open for them in a press. Try and work out what they are trying to achieve and where they are going. Try and guess how much they depend on a particular product or market. Market Research: Marketing people have come to rely too much on research, and they use it as a drunkard uses a lamppost for support, rather than for illumination. David Ogilvy Its important to know about existing and potential customers and need to establish basic information about them. Advertising and promotions assessment Market tracking Customer satisfaction Market segmentation Target Markets: It depicts which markets are most worthwhile and important for organisation. Marketing Tools: Its important to develop a sort of shopping list of the promotional tools organisation use and what budget organisation will devote to customers. Monitoring: Organisation will need to decide how it is going to monitor its performance. Monitoring is an important phase of the marketing process. SWOT Analysis HHC, like all major hotel corporations, is continuing to recover from the events of Sep.11th. This tragic human event also delivered a financially devastating blow to the travel industry as a whole and to the hotel industry in particular. In order to fully recover and thrive in the coming years, HHC must assess its overall all strengths and weaknesses as it moves forward through the new millennium. The following SWOT Analysis sheds some light on some of the pitfalls and opportunities that await the Hilton Hotels Corporation. Strengths Strengths are the positive aspects and distinctive attributes; It provides a significant market advantage. Strength is essential part and power of the hotel. Brand Recognition: Hilton has a good reputation and their name is well known. Hilton is a leader in the hotel industry. Its good to make their product, their packaging and their tangibles look different to those of their competitors, it is essential to make them support their brand values. Demand-Supply gap: Hotel remains proper gap in demand and supply products. It gives good results to the hotel and get promotion. Diversification of products: Hilton is more than hotels. They also generate revenue from gaming and entertainment. By being involved more than one industry. Hilton has a benefit of drawing from one part of its business if another part becomes less lucrative. Gaming and entertainment (as well as hotels) serve different customers needs. While this diversity does not automatically insure success, it does help the company to balance out its profits across three areas of the business. Hilton Hotel Corporation (HHC) is a well established organization and industry leader in the hotel, hospitality and gaming industry HHC is well diversified across the industry with hotels in the high end, business and mid-priced classes in their product mix Brand recognition HHC also possesses solid integration features such as owning the companies that manufacture its furniture and has invested in online reservation travel enterprises Hotel facilities: Hilton Hotel has a full service spa, a health club, an outdoor-pool, a steam room, a sauna, wireless and wired high speed internet access is available in public areas. The luxury properly features two restaurants for surcharge, guest receive, transportation including an airport shuttle and an area shuttle. Guest parking is complimentary. Event facilities consist of a ball room and conference/meeting rooms. The staff can arrange concierge services, wedding services, event catering. Guest Rooms features coffee/ tea makers and complimentary bottle water. Bathroom offers separate bathtubs and showers with handheld showerheads, phones, scales. All guest rooms are non-smoking. There are no room charges for children 12 years old and younger who occupy the same room as their parents or guardians, using existing bedding. The following fees and deposits are charge by property at time service, check -in check-out. In last, laundry facility, massage-spa treatment room and wheel chair are also available. Hilton Hotels are known for a high level of comfort and prestige. The Port of San Diego and Hilton are planning to develop a 1200-room hotel on the waterfront adjacent to the San Diego Convention Canter. The prestigious Hilton Malta promises the best in accommodation and a high standard of service for which Hilton hotels are renowned. For business or pleasure the Homewood suites by Hilton hotels are designed with all the comforts of home in mind. The Hotels are the Official Hotel Group of UK Athletics and the Great Britain and Northern Ireland Athletics Team. Hilton Hotels are now building computer files on customer preferences using a system called On Q, pronounced on cue. The Hotels are known across the globe and offer a choice of 2700 quality hotels in the UK, Europe, Asia, America, Africa and Australia. Hotel chain: Hilton Hotel develops many countries. This is the deluxe hotel in the Newyork city. Hotel chain is vital part of the strengths of the hotel. Hilton hotel is worldwide. Customer Satisfaction: Customer satisfaction with a purchase depends upon the products performance relative to a buyers expectations. A customer might experience various degrees of satisfaction. If the products performance falls short of expectations, the customer is dissatisfied. If performance matches expectations, the customer is satisfied. If performance exceeds expectations, the customer is highly satisfied or delighted. Expectations are based on customers past buying experiences. Hotel strengths with customer satisfaction as table setting, better offers, easy switch suppliers, location and good management team etc. Weaknesses HHC may be two narrowly focused making it vulnerable to a downturn in the global economy and other world-wide catastrophes that could limit global travel such as the bird-flu and a significant terrorist strike HHC may be vulnerable to workers strikes and crack down on undocumented workers in the U.S. Most of its holdings are in the U.S. Opportunities HHC should offer an array of distinctive and specialized services to the high end guests and high rollers such as Wedding planning hosting Spas that specialize in personal services Personal trainers HHC should look to expand into or acquire a cruise line A cruise ship is little more than a hotel that floats this would essentially match what it currently does with its leased properties Gaming activities would escape regulation, etc. Take advantage of emerging markets, especially with business class and mid-priced markets Threats HHC must be careful not overextend its efforts to mix entertainment and gaming Also the extension of credit and other side effects of gaming can slowly but surely nibble away profits September 11th was a major blow to the hotel industry. A similar event could result in another down turn. The hotel has many competitors like the Oberai Towers, the Marine Plaza, The Orchid, Le Meridian etc. Relationship Marketing: Relationship Marketing involves using methods and tactics to develop long term relationship with customers in order to retain them. An organisation must exceed customer satisfaction to develop a healthy relationship with customers. Traditional transactional marketing involved the organisation focusing all of its marketing efforts on attracting the customer for one off sales. Company must put into place tactics to attract customers. To attract customers promoting the product and brand, offering good quality products, services and competitive prices. Attracted customers to be retained with organisation. Methods used to retain customers include Loyalty cards, a good customer service, product variety and quality. (Handout) Marketing Strategies Marketing strategies are the means by which marketing objectives will be achieved and are generally concerned with the seven elements of the marketing mix. It deals with pricing, selling, and distributing a product .Using a market development strategy, a company or business unit can capture a larger share of an existing market for current products through market saturation and market penetration or develop new markets for current products. What a company wants to accomplish, in terms of such things as market share and volume, is a marketing objective. How the company intends to go about achieving its objectives is strategy. Strategy is the overall route to the achievement of specific objectives and should describe the means by which objectives are to be reached, the time programme and the allocation of resources. There is clear distinction between strategy, and detailed implementation, or tactics. The following headlines indicate the general content of strategy statements in the area of marketing which emerge from marketing literature:- Policies and procedures relating to the products to be offered, such as number, quality, design, branding, packaging, positioning and labelling, etc. Pricing levels to be adopted, margins and discount policies Advertising, sales promotion, direct mail, call centres and the internet, along with The mix of these, the creative approach, the type of media, type of displays, the amount to spend, etc. What emphasis is to be placed on personal selling, the sales approach. Sales training, etc. The distributive channels to be used and the relative importance of each Service levels, etc., in relation to different segments. Marketing Mix In marketing, one such conceptual framework that is particularly useful in helping practitioners structure their thinking about marketing problems is called marketing mix. To devise a product or service which will be seen as different in the eyes of prospective customers, to the point where they will prefer it to all competing substitutes, is obviously the ultimate objective of the marketer. Marketing professionals and specialist use many tactics to attract and retain their customers. These activities comprise of different concepts, the most important one being the marketing mix. There are two concepts for marketing mix: 4P and 7P. It is essential to balance the 4Ps or the 7Ps of the marketing mix. The concept of 4Ps has been long used for the product industry while the latter has emerged as a successful proposition for the services industry. According to John O Shaughnessey (1984), Product, price, promotion and distribution 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 .The marketing mix is at the core of marketing. The marketing mix consists of the key decisions where marketing managers should exhibit their greatest expertise and professionalism. It has become common to summarize the elements of the marketing mix in the 4Ps- product, price, promotion and place. The seven Ps of marketing mix can be discussed as: Product Expand the line Change performance, quality or features Consolidate the line Standardize design Positioning Change the mix Branding. Price Change price, terms or conditions Skimming policies Penetration policies Promotion Change advertising or promotion Change the mix between direct mail, call centres, the internet Change selling. Place Change delivery or distribution Change service Change channels Change the degree of forward or backward integration. People People refer to the customers, employees, management and everybody else involve in it. Realize reputation of the brand Process Methods and process of providing a service Must be helpful to customers Physical (Evidence) Experience of using a product or service Brochures, Pamphlets PUBLIC RELATIONS Public relations (PR) is an important marketing tool that until recently was treated as a marketing stepchild. PR is moving into an explosive growth stage. Advertising costs continue to rise, while audience reach continues to decline. Advertising clutter reduces the impact of each ad. Sales promotion costs have also increased as channels intermediaries demand lower prices, better commissions and deals. The creative use of new events, publications, social events, community relations and other PR techniques offers companies a way to distinguish themselves and their products from their competitors. A simple definition of public relations is the development of and maintenance of good relationships with different publics. The publics are the range of different groups on which an organization is dependent. These include employees, investors, suppliers, customers, distributors, legislators/regulations/governments, pressure groups, the community, the media and even competition. Most of these groups have different interests in any particular organization. Public relations integrate with most aspects of an organizations activities. Public relations communication tools News Generation One of the most widely used is the generation of news. News is best structured around a story which can incorporate information about an organization or its products. Events Organizations can also gain peoples attention through staging or sponsoring Events. These can range from simple news conferences and seminars to exhibitions, competitive activities, anniversary dinners and stunts. All are likely to gain media coverage and draw attention to the sponsoring organizations name. They can also aid the achievement of credibility or establish images with which an organization would like to be associated. Events are also good opportunities to develop relationship with suppliers, opinion leaders and associates, as well as customers. Publications An organizations publications are another method of communication in which public relations will have an active interest. Sales support material is an obvious example, which can include brochures, manuals and presentations, usable by all personnel who have contact with the outside world. Annual reports, other public interest communiquà ©s, and special publications such as cookery books and childrens stories also provide vehicles for influencing both customers and those who can affect customers perceptions. Internal audiences and significant stakeholders are often addressed by organizational newsletters and magazines. Support for good causes Organizational support for good causes is another means of promoting an image and associating an organization with a certain set of values. This can include charity donations in return for product coupons, the sponsorship of public service activities such as festivals, and individual executives support for local community interests such as educational establishments, hospitals or crime prevention. All these provide many opportunities for publicity elsewhere. Expert opinion Individuals within an organization can also act as sources of expert opinion for journalists, public enquiries or other forms of research and investigation. Public relations managers may seek to promote the expertise in their organization through the dissemination of contact lists, and by grooming individuals interviewing and presentational skills. Visual identity Organizations also often seek to establish a visual identity through conformity of design or logos. While design can make it easier for customers to recognize an organizations products when they come across one, logos and other identification marks can be more important for internal markets as a means of signifying change or commonalty of purpose. Market Position and Services Hilton Hotels is one of the market leaders in the hotel and gaming industry in the United States. Hilton is a well-known and distinguished name in fine hotels across the United States and worldwide. In 1999, Hilton expanded aggressively by acquiring the Promus Hotel Corporation, Hampton Inn and Suites, Doubletree Hotels, Embassy Suites Hotels, and Homewood Suites. Hilton Hotels Corporation has grown to become the worlds most recognized and most successful hotel company (Hilton Innovation, 2007). With the 2006 acquisition of Hilton International, Hilton Hotels Corporation became a global force with more than 2,800 hotels in more than 80 countries throughout the world (2007). Marketing Mix theory on Hilton Hotel The marketing mix is essentially a conceptual framework that is particularly useful in helping practitioners structure their thinking about marketing problems is called marketing mix. To devise a product or service this will be seen as different in the eyes of customers. There are many different approaches to the marketing mix like 7ps. Product: There is no point in developing a product or service that no one wants to buy; it becomes first what to offer first. Hilton hotel find out what customers need or want and then develop the right product-with the right level of quality to meet those needs now and in the future. Their product is not tangible. Their perfect product must provide value for the customer. They regularly check customers satisfaction about product and their services. They also provide product of best quality to their customer. Price: Hotels price is competitive but not cheapest This business is able to compete with other larger rivals by adding extra services or details that is offer customers better value for money. . Their pricing must also provide a profit. It is the only element of the marketing mix that generates revenue everything else represents a cost. The price is used by many buyers as an indicator of quality. Promotion: It does not mean communicating just their customers. They ensure their internal stakeholders are aware of the value and attributes of their products. Hotel communicating effectively to his staff/ fellow employees so that they can be knowledgeable and share expertise with their customers. The employees look regularly at the products that account for the highest percentage of their sales. Process: Hotels process is good because customer does not see how their business runs, customers will see the work. The process of giving a service and the behavior of those who deliver are crucial to customer satisfaction. Its process is best. Never customer waited for their products, they never waste their time. They provide right information of the product to customers and the staff is helpful to them at every time. Customers keep happy by staff. There is no value in making the rest of the company run perfectly if this part is faulty. This P could be great source of competitive advantage if used wisely. Physical Evidence: Hotel provides facilities such as clean, tidy and well-decorated reception area to reassure. They also delivered financial services product in a formal setting, while a childrens birthday entertainment company adopt a relaxed approach. Although customer cannot experience the service before purchase but they talk to other people with experiences of the service. Their views do not come from the company. This Hotel engages these customers and asks for their feedback, so that they can develop reference materials. New customers can then see testimonials and are more likely to purchase with confidence. Physical presence, style, location and decoration of the hotel grabs attention, interest and, to some, creates the desire to enter and explore. People: Anyone who comes into contact with hotels customers will make an impression and that can have a profound effect-positive or negative-on customer satisfaction. The reputation of hotels brand rests in their peoples hands. So they are appropriately trained, well motivated and have the right attitude. Hotels all employees who have contact with their customers are not only properly trained, but also the right kind of peop

Animal Farm Comprehension Questions Essay

1. Writing as if you were speaking in Napoleon’s voice talking to the other animals, explain why Boxer is sent to the Knacker’s. Comrades of Animal Farm! We are gathered here today not to mourn Boxer but to understand him. You see, Boxer was a great worker, he had two great ways of looking at life. 1) â€Å"I will work harder!† and 2) â€Å"Napoleon is always right!† In these two ways, Boxer was right. But you see, Boxer was not who we thought he was. Boxer was a mischievous horse and he working for Snowball! You see, comrades, it turns out that Snowball was not on but he was actually sneaking around the very grounds of Animal Farm! His plan was to infiltrate Animal Farm by. Converting our best worker into a double-agent, a spy, and a sabotaging (insert adjective here)! And furthermore, it worked. Squealer was doing his routine act of informing when he came upon Snowball and Boxer discussing these no-longer confidential plans in this very barn! This, comrades is why I have called this meeting to order. I couldn’t have all of you grieving over something that is not worthy of :insert emotion here: So carry on, comrades and know that he died for a reason. forward, comrades! If you believe this is hard, then think about this, do you really want Jones back? Snowball and Boxer would have found a way to bring him back, and as your leader, I could not let that happen. I brought you all here today to tell you this, that I have rid us of a backstabber and doublee-crosser. Long live Animal Farm! 2. Animal Farm is an allegory. Find out what an allegory is, and in your own words explain what you think George Orwell is trying to explain about human behavior through this story about animals. Describe three characters with human personality traits that are universal and timeless, and speculate on what kind of people they represent. An allegory is a story, poem, or picture that symbolizes a â€Å"hidden meaning† or maybe an idea. In this case, I believe that George Orwell is intending to symbolize politics and more specifically, socialism. In socialism, distribution of the output was decided by individual contribution. For example, the pigs claimed they were contributing the most via brain power and thought and therefore needed more food than the other animals. One character that has universal and timeless personality traits is Napoleon the pig, and leader of Animal Farm. Napoleon is power hungry like a lot leaders and eventually, in my opinion, becomes corrupt. He might represent ::::insert leadership role here:::. Another character with timeless personality traits is Boxer and well, the rest of the horses. Boxer was an extremely hard worker and adopted the motto â€Å"I will work harder†. Boxer even started getting up a full hour earlier and stayed up later than the rest of the animals just so he could work on the windmill. For these reasons I believe that Boxer and the horses represent the working class. A third character with universal personality traits is Mollie. She is vain, conceited and wants the best for herself and is not concerned with the rest of the farm. She eventually abandons animal farm and decides to live on another farm so she may have more sugar cubes. This is the case with a lot of people. I believe Mollie represents the upper-class. 3. Research propaganda and its techniques. How does Napoleon use Squealer for his own propaganda? Explain at least three techniques of propaganda and describe how Squealer uses these on the animals. Why do they work? Napoleon uses Squealer for his own propaganda by â€Å"advertising† how great he is as a leader, how Animal Farm has significantly improved, and how Napoleon is in control. One method of propaganda is called glittering generalities. This method uses very â€Å"glittering† and positive language that make the listener feel great. The words suggest a very positive meaning but since the words are so general, they don’t actually guarantee anything. Squealer uses this when he brags about how marvelous Napoleon is as a leader and when he talks about how amazing their life will be before they overthrow Jones. Another method is called plain folks, which uses language to make the idea seem necessary, even for the most simple person. Squealer uses this method by telling the animals that they were to engage in trade with neighboring farms only, of course, to obtain materials that were essential to building the windmill. After all, the windmill was their first and foremost priority. A third method is to have an important person advertise the idea to make it seem like the important person believes in the idea strongly enough o advertise it. This will reinforce the listeners’ trust in the idea because if said important person was trustworthy, then why shouldn’t the listener like the idea? Squealer uses this when Boxer disagrees with him. When Boxer starts to protest Squealer immediately says â€Å"Napoleon said it.† Of course, Boxer’s motto is â€Å"Napoleon is always right.† so he went along with it. These methods of propaganda work because the animals are ignorant and they will believe what they want to believe, not necessarily what is true. They believed Napoleon was a good leader because they thought anybody was better than Jones. But the truth is, Napoleon ended up being just as bad and maybe even a worse leader than Jones. 4. How do the pigs use education and the lack of it to control the other animals? What larger point do you think Orwell is trying to make about knowledge and the power of education? The pigs use use the lack of education in Animal Farm to their own advantage. The majority of the animals are not very bright and will believe practically anything that they hear without thinking about it twice. Therefore the pigs, mainly Squealer and Napoleon, tell massive untruths to the animals of Animal Farm and nobody objects. You see, because the majority of the animals aren’t educated they don’t known what is true and what is not. The animals go along with what they are told because they don’t know any better. I believe the larger point that Orwell is trying to make is that education is more important than we think, we shouldn’t take it for granted. If the majority of the USA was uneducated, the government might start getting different ideas on how to run the country which is basically what happened on Animal Farm. Knowledge is extremely valuable and absolutely essential. Had the animals been smarter they might have realized what was going on right under their noses. Or asked for proof when Squealer claimed they found documents that proved Snowball was evil. The power of education was underestimated in Animal Farm, and Orwell is trying to show that it is also underestimated in politics. 5. Compare Animal Farm to a book you have read recently. How is the message about society or human nature the same? What do the authors express that is different? Many books from the reading list on the back would make an interesting comparison. A book I read over the summer was Mockingjay. The message about society or human nature is very similar in each book. In either book there is a rebellion that leads to different government. The government ends up being corrupt, controlling, and will do anything to maintain their image as powerful. For example in Mockingjay, each year they have the Hunger Games where 23 people are killed, and only one survives. This is to remind the people that the goverment is in control and it demonstrates their power very well. In Animal Farm, any animal that stands up to Napoleon or argues the slightest bit later ends up confessing to some sort of crime and being slaughtered. Coincidence? I don’t think so. The main idea of the book is rebellion or corrupt governmentMost of the people in either book don’t understand what is going on and that works to the governments advantage. The people are busy with other struggles, for example a dead daughter/son or a spoiled wheat crop. The books do have many differences, however. In Mockingjay the government is corrupt because the president wants to get revenge on the citizens for rebelling oh-so-many years ago. He does this by secretly torturing people in the capitol city, hosting the Hunger Games, and killing anybody who poses a threat to his power. In Animal Farm Napoleon just slowly corrupts and acquires to his own needs rather than the needs of his animals. Napoleon modifies the rules to justify his actions. Like when Napoleon sleeps in a bed, drinks alcohol, or even murders another animal he adjusts the rules from â€Å"No animal shall sleep in a bed†, â€Å"No animal shall drink alcohol†, and ‘No animal shall kill any other animal† to â€Å"No animal shall sleep in a bed with sheets†, â€Å"No animal shall drink alcohol to excess†, and â€Å"No animal shall kill any other animal without cause†. Animal Farm is considered a famous, class and significant book in 20th century literature. Research and reflect on its importance George Orwell was a political writer. He had very intense feelings and emotions, specifically hate, that were projected in his writing. This is demonstrated in Animal Farm What events in his life might have influenced this book? Orwell had experiences in the Spanish Civil War that affected the way he viewed government and its relationship with its people. His experiences with Soviet communism basically inspired this book, and therefore the book was based on Soviet communism. Publishers especially did not want to publish this book because it was about two Russian dictators, and they were portrayed as pigs. What was the world like when he wrote Animal Farm? World War II had just ended and much of Western Europe was happy with communist Russia with its efforts to beat Germany. Most people were pro-Soviet in 1943 What happened when Orwell tried to publish the book, and how was it received when it was printed? When Orwell tried to publish Animal Farm, he had trouble finding a publisher that would publish his book. Animal Farm was basically a slap in the face to Soviet communism and a lot of people didn’t want to publish anti-Soviet literature. People greatly liked Stalin’s Soviet Union and therefore did not want to hear any criticism that Orwell had to offer, especially since this book is written out of animosity. Some even thought he was a Nazi supporter because of his stance on Soviet communism, since the two main pigs Snowball and Napoleon were obviously Stalin and Trotsky. After the war, however, Frederic Warburg decided to publish Animal Farm. What SPECIFIC historical figures and events does the story refer to in its allegory? This story refers to two Russian dictators, Trotsky and Stalin. The revolt against Jones symbolizes the October 1917 Bolshevik Revolution. The Battle of the Windmill represents World War II and specifically the Battles of Stalingrad and Moscow. People still read it today–even people who weren’t required to read it over summer vacation? In your opinion, why is this an important and well-liked book? People still read this book today, and it was extremely popular throughout the 1900s, after it was sold of course. I believe this book is well-liked because people like to know the truth. Its important to know the potential of bad government, and its opened my eyes to what the government could be hiding or what lies they could have told. This book is well-liked because although it is not explicitly said, this book is a warning for the Socialist movement and attempts to show its true colors, meaning, display how corrupt it can be. Orwell intentionally tried to make it harder for politicians to fool people in order to gain power. People do not like to be fooled at all, and I’m certain that is why this book is popular. Not only is it different than most stories and interesting, but it exposes the truth

The Genealogy of Morals

The philosophical works The Genealogy of Morals, by Friedrich Nietzsche provides the reader with an opinion on what human morality means. The following paper will explore Neitzche’s l as implementation of analysis for his philosophy.   In Neitzche’s The Genealogy of Morals the concept of humanity and the way in which God produced or created humanity and gave them certain attributes of good or evil will also be represented in this paper.   In fact, the basis of Neitzche’s writing is about good and evil and the way in which humanity, history, religion, and philosophy have created, or manipulated these concepts to fit their own devices. Nietzsche restricts the presence of God in his equation by saying that the concepts of good and evil have changed with the progression of history and that these two paradigms of human behavior and secular code will continue to evolve toward the demands of a changing society. Nietzsche, therefore, makes the argument that morals are constructs of the times in which we will and have evolved much as human beings have over the ages, but that this is not necessarily a good thing because it is meant as a manner of preventing others from having control over us. This is because people inherently wish to exercise power over others and morals are a way of leveling things off so that the strongest members of society do not dominate, as Nietzsche emphasizes, The pathos of nobility and distance, as mentioned, the lasting and domineering feeling, something total and complete, of a higher ruling nature in relation to a lower nature, to an â€Å"beneath†Ã¢â‚¬â€that is the origin of the opposition between â€Å"good† and â€Å"bad.† (The right of the master to give names extends so far that we could permit ourselves to grasp the origin of language itself as an expression of the power of the rulers: they say â€Å"that is such and such,† seal every object and event with a sound and, in so doing, take possession of it.) In the Genealogy of Morals, Friedrich Nietzsche presents his idea about the morality of human beings and why it is flawed: Nietzsche begins by discounting many of society’s assumptions on how they function in life, as he believes that we tend to view things as having inherent meanings But all purposes, all uses, are only signs that a will to power has become master over something with less power and has stamped on it its own meaning of some function, and the entire history of a â€Å"thing,† an organ, a practice can by this process be seen as a continuing chain of signs of constantly new interpretations and adjustments, whose causes need not be connected to each other—they rather follow and take over from each other under merely contingent circumstances. Nietzsche uses punishment as an example in this case, as human beings tend to believe that punishment is an action that happens to a person as a result of that person doing something that he or she deserves to be punished, although counter to this Nietzsche also states that suffering is meaningless and therefore, punishment may also with Nietzche’s own philosophy be meaningless. He would argue that punishment is completely separate from this, however, as punishment is very often used as a way of showing off one’s power or in some cases, as an act of cruelty. This suggests that the punishment does not always fit the crime, as the clichà © is written, so those two things should not necessarily be associated with each other. It cannot be understood how these two things are the same thing, so it is necessary to keep them separate. Nietzsche then continues this argument to show how morality has arrived at the point that it is at right now. He believes that morals have become such an important thing in a person’s life because they have very sacred reasons for having these morals, which include religion, culture, and reason. These, morals, however, are flawed because what constitutes a good, bad, or evil act can change over the course of history in a social morality as situations change because there is no absolute truth to them. What this means is that an action could be considered either good or bad depending on the situation, so it is impossible for morals to be considered absolute as well. Nietzsche, rather than defining good and bad, looks at what helps to define what shape an action will take over the course of our lives. Nietzsche argues that all of existence, especially in human beings, is a struggle between different wills for the feeling of power. This means that society wishes to have some sort of control over their own lives and also over the lives of others. This is why competition and the nature of this in man is so prevalent in society, Rather, that occurs for the first time with the collapse of aristocratic value judgments, when this entire contrast between â€Å"egoistic† and â€Å"unegoistic† pressed itself ever more strongly into human awareness—it is, to use my own words, the instinct of the herd which, through this contrast, finally gets its word (and its words). And even so, it took a long time until this instinct in the masses became ruler, with the result that moral evaluation got downright hung up and bogged down on this opposition (as is the case, for example, in modern Europe: today the prejudice that takes â€Å"moralistic,† â€Å"unegoistic,† â€Å"dà ©sintà ©ressà ©Ã¢â‚¬  [disinterested] as equally valuable ideas already governs, with the force of a â€Å"fixed idea† and a disease of the brain). It is all a competition to achieve this power, even if there is no physical reward for winning these competitions. Nietzsche shows the constant changing of the ideologies of good and bad by stating that in past generations, the concept of good was defined by the strongest people in society. In barbaric times, anything that the stronger members of society did was defined as good, while the weaker members of society were seen as bad. This is not something that we would agree upon today, but members of these past societies would not agree with the way we do things either. Therefore, Nietzsche believes that to give anything an absolute interpretation does not work because as the times change, so will this interpretation. It is wills which define this, so as wills change, so will the apparent truth. If it is truly desirable to have free will, therefore, a person must not believe in any absolutes, but rather view the world as a constantly changing place and let our wills define the things that are occurring around and in society. This includes looking at things from as many different perspectives as possible in order to decide contingently upon personal perspectives which viewpoint a person wishes to make. This can also be applied to morality as, since nothing is absolute, morals are constantly changing as well. Morality is not something that was passed down from God to human beings, but is rather something that has evolved and changed since the beginning of time and will continue to do so. The only thing that has not change in human beings is that they inherently have the desire to achieve more power over their fellow human beings, because of the existence of free wills. This means that the present morality that human beings possess has been born due to hatred for those things that are stronger in the presence of society. Nietzsche argues that a person will have fear of things that could possibly have power over them, so a person must have developed this moral code in order to protect themselves from the stronger members of society. Nietzsche believes that a person must embrace these animalistic instincts because a person is currently hurting themselves by repressing them. Nietzsche says that morals are a result of trying to deter others from having power.   The notion of human morality is something that philosophers have debates over for centuries and will continue to do so as society progresses as well as thoughts of absolutes and God evolve. Work Cited Neitzche, F.   Genealogy of Morals.   Dover Thrift Edition.   New York.   2003.                  

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