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Racism in the American Society
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Racism in the American Society
The issue of systemic racism remains largely unaddressed and an issue of concern in the United States and this has been the case since the days of our founding fathers. Slavery was not resolved by the constitution or the conflict of the American civil war. Notably, the face of slavery and racism has transformed and continued to enslave the generations that follow. However, the emergence of the Civil Rights Movement has played a key role in riding society of systemic racism and unequal treatment of people of color. Although great progress has been made towards achieving an equal society we still have a long way to go to eliminate the vices. There has been an emergence of movements including the black lives matter that became popularized recently following the ruthless and publicized murders George Floyd Breonna Taylor among others. Lots of countless Americans particularly, people of color have lost their lives in the arms of their white counterparts also in the police force. Law enforcement has been accused of using excessive force while arresting civilians, shooting unarmed black men, and violence. This text talks about the issue of systemic racism in American society and my position on the matter it by focusing on stories of victims of violence including George Floyd, Breonna Taylor, the little nine and the power that white people had before the wake of the Civil Rights Movement. Further, it touches on Emmett till whose grotesque murder served as a wake-up call to the effects of racism.
In the American Society for a very long time, a person’s skin color dictated a lot including the school they attended, what where they ate or drunk and the neighborhoods they lived in. There was segregation between white and black people. Before the Civil Rights Movement, black people were not allowed to vote and they always lived in fear of racial violence and lynching. Further, people of color experienced discrimination in employment until civil rights activists began challenging white supremacy. The case of Emmett till was nothing short if tragic. He was a 14-year-old black boy from Money, Mississippi who was abducted, tortured and brutally murdered in the 1950s for allegedly whistling at a white woman. At the time this was considered a threat because white people were not considered of the same social class as black people. To date the people responsible for Till’s murder have not been convicted. The all-white jury ruled them as not guilty after only 1 hour of deliberation. In rebellion, her mother decided to hold an open-casket funeral in protest of the brutal killing murder his young son. This served as a wake-up call that passed the Civil Rights Movement. The news had read widely and people started having conversations and questioning officials about it.
Further, in 1957 nine (9) black students for the first time were integrated into central high school where they learned and mixed with white children. They experienced strong resistance and rejection like never before. The president had to send troops to escort them to school. They lived in fear and received threats and comments that they would be killed. This followed a decision by the Supreme Court that declared separate schools for black and white people and constitutional. I feel that Society is wired in a way that people in different classes receive equal treatment. Social classes are directly interlinked with factors such as race which place is white people at an advantage and people of color at a disadvantage. For a long time, people of color have remained quiet about injustice but right now people have started standing up for their rights. In May 2020, a video of George Floyd pleading for his life saying he can’t breathe went viral on social media. The incident sparked global outrage about the unequal treatment of black people in America. Despite the covid-19 pandemic, people still came together to protest about police brutality and injustice. For months they protested against police brutality and murder of innocent black men. What noting the protest did not only take place in the United States but many cities across the world. Society came together for one to speak out against systemic racism.
Racism and the unequal treatment of people of color remain the biggest problem facing U.S society today. Although there have been great developments towards the elimination of the problem, we still have a long way to go as a society. Notably, recently there have been increased cases of unjust treatment of people of color including police brutality, shooting of unarmed men among others. Racial discrimination and lynching are few among the issues a person of color experienced in the 1950s and continues to experience to date.
Consumer Behaviour MKT00102
Consumer Behaviour MKT00102
End of Session 1 Examination 2020
UNIT: MKT00102 – Consumer Behaviour
TIME ALLOWED: 24 hours in total. The Exam is to be completed and uploaded no later than Thursday 11th June 2020 at 9am (AEST)
Instructions :
Only one submission is permitted to the TurnItIn link.
You must complete your exam on the Exam Questions document in the spaces provided under each question. You can expand the space under each question if needed.
This is an OPEN BOOK exam where the use of study resources such as textbooks and tutorial materials are permitted.
When complete, upload your Exam document to Exam link in the Assessment Tasks and Submission menu on the unit MySCU learning site. As your completed Word document is submitted through Turnitin, academic standards of referencing and originality are mandatory.
Action required if you have download or upload issues.
1. If you experience internet connection problems and are unable to download the Exam file you must take a photo or screenshot of the error message and email Joanne Phythian at joanne.phythian@scu.edu.au immediately (through your phone if your computer is not working). Ensure you attach a photo of the error message as evidence.
2. If you experience delays in uploading your completed exam document, you are required to email a copy of the exam to your Unit Assessor. However, you will need to complete a successful upload before your exam can be accepted for marking.
Exam format:
Section A – worth 30 marks. You need to answer all questions.
Section B – worth 30 marks. You need to answer all questions.
Marks will be allocated for demonstrating your knowledge and application of concepts from the Consumer Behaviour unit.
The exam is worth 30% of your total assessment so your exam mark out of 60 will be halved to provide a mark out of 30.
Consumer Behaviour MKT00102
Section A (30 marks): You must answer ALL questions in this section
Question A1 (10 marks)
You want to form positive attitudes towards reducing consumers footprint on the environment through encouraging less use of plastics, and plastic products and encouraging the use of non-plastic bags when purchasing at supermarkets and stores.
Which attitude component would you target and why? (4 marks)
The most effective attitude component to target would be the behavioural aspect. It targets and alters a person’s purchase or consumption behaviour, after which the person’s beliefs are adjusted (Topic 5). In this case, using this target will help convince the person to change their view of the environmental care to a positive one, so that they may be further encouraged to reduce use of plastic. The trustworthiness of this truth can be based on the motive assessment, so that the good of a green environment is seen. 86
What type of appeal would you use, and why? (2 marks)
Fear can be used to identify the consequences that can come from little or no consideration of the environment. Once the person sees this, they will be more moved to work on improving their environment through elimination of plastic use. An emotional message can also be used to help the person realize that this step will be positively impactful. Emotions can best be used to show the person that there is good in caring for the environment for others too. 80
Do you think social media is suited to attitudinal change in this case? Why or why not? (4 marks)
Social media is suited to this attitudinal change since pictures and videos showing the effect of plastic on the environment can be used to reach out to people’s emotions. The moving messages in such pictures or videos can be tweaked to bring out the fear and emotions linked to the environmental misuse and carelessness, thus showing the good that comes out of providing care instead (Topic 5). With a good understanding of those who are being targeted, the message can be adjusted to be appealing to them for change. 87
Question A2 (10 marks)
What is the main determinant of the type of learning approach used, and why? (2 mark)
The situational needs of the consumer are the main determinant of the type of learning approach used. These are the determining factors of the motivation that the consumer will have towards their learning (Topic 6). This will then determine how much effort will be put into the marketing of the product to the consumer.
For each of the following products, which learning theory would you use to ensure the consumer learns a favourable positioning for the product, and why? (8 marks)
Chanel perfume
Vicarious learning under cognitive learning would be used in this case since the public gets to borrow their purchase ideas from celebrities who are mostly used to market such products. They observe the behaviour of celebrities and adopt it as their own.
iPhone
Classical conditioning stands out in this case. Consumers are usually attracted to iPhones due to the branding that Apple took on. This is attractive to consumers, thus encouraging them to purchase the iPhone. This is where classical effectively works (Topic 6). On top of this, seeing the glamour that others hold on to in line with this product, people are motivated to buy.
Harley Davidson motorcycles
Operant conditioning is the learning theory effective in this case. Marketing is done in a manner that encourages product trial. Once the consumer enjoys the experience, they are then motivated to respond to the stimulus through motorcycle purchase.
Cadbury chocolate
This one too falls under operant conditioning since the consumer engages in product trial so that it becomes a reward. Samples may be given to test how the market responds to the stimulus. The consumer market then slowly grows as they find out their liking (or lack of it) towards the product.
Question A3 (10 marks)
What impact has technology had on consumer behaviour and the decision making process? Discuss and demonstrate your understanding by applying your knowledge of concepts from consumer behaviour.
Technology is variously impactful on consumer behavior. On this note, it aids in the recognition of a problem with an identification of the desired state against the actual state of the consumer. This triggers an information search, with the external search bringing to affect the use of technology. This is effective in identifying the solution to the problem earlier identified (Topic 3). From the search, the consumer evaluates the alternatives that work best for them and then selects them. The costs and benefits of each alternative are measured in the process.
The consumer is then able to search and identify the most suitable store to purchase their product from, based on the options and costs. All this can be done from the internet. After purchase, the consumer can either make a complaint, use the product with no repeat purchase, or be encouraged to take on repeat purchases leading to brand loyalty (Topic 4). These processes are possible over the internet where the consumer engages with the company or decides to reach out to other providers.
Section B (30 marks): Marketing high performance, designer active wear
This question contains 5 parts. You must answer ALL questions in this section.
You have been employed as a marketing consultant by a boutique Sydney athletic wear company to develop a marketing campaign for a new line of high performance, luxury designer active wear (gym and exercise clothing) made from organic and recycled fabrics and materials. The range is designed for women and men and is available online and instore.
B1. Identify two potential target market segments for the active wear. Explain and support your answer. (4 marks)
Target Market 1: Upper class/Upper middle class people with active lifestyles.
This is a good target group since they are able to afford the active wear that meets their high performance needs while keeping fit. At the same time, it meets their high quality needs.
Target Market 2: Upper class/upper middle class people with active lifestyles and motivated to care for the environment.
This target market segment works since it is able to afford the active wear which also meets its quality and high performance needs. At the same time, people within this segment are able to keep fit while caring for the environment by making well-thought-out purchases
B2. For one of the target markets you have identified above in question B1, describe how the consumer would proceed through the decision making process for purchasing an active wear outfit from the new activewear line. Explain your answer. (10 marks)
The decision making process for the upper class group with an active lifestyle would be detailed in such a manner as recognizing the problem of needing luxury designer active wear, of high quality, and of high performance. This is the consumer’s greatest need. Their actual state is the absence of such active wear with their desired state being the gap that is to be filled by the purchase of active wear that meets their needs. With this awareness, the consumer conducts an information search through external sources and in this case, marketing sources which help them identify the active wear by various companies including the Sydney Active Wear Company (Topic 3). With various options arrived at during their internet information search, they now have several alternatives to consider. With the evaluations at hand, conducting an evaluation is the next important step. This helps them identify the Sydney Active Wear Company as having met their needs of high performance and luxury designer active wear, thus selecting them as their supplier. After identifying this as the store of choice, the consumer purchases the active wear from the company’s retail store or online store (Topic 4). The store meets the consumer’s requirements and then brand loyalty is born, making the consumer a repeat customer.
B3 Explain two different internal influences that would impact the decision making process for the chosen target market and support your choice (4 marks)
Personal experiences and past searches by the consumer are two important internal influences that are highly impactful on the consumer’s decision making processes. Personal experiences are stored in the consumer’s memory, either positively or negatively (Topic 3). If the consumer has had a good experience before from active wear companies selling luxury designer active wear, then they are hopeful and trusting of the Sydney-based company. Negative experiences would, however, affect this decision for them and they might be reluctant. Past searches may encourage them to try out something that they have been eyeing for a while.
B4 Explain two different external influences that would impact the decision making process for the chosen target market and support your choice (4 marks)
Marketing sources and personal sources are highly impacting on the consumer’s decision making process. This is especially true when advertisements and active wear company websites depict the true state of the active wear experiences of other consumers as well as honest thoughts of the active wear by the company (Topic 3). Personal sources such as friends and family may encourage the consumer to purchase active wear from the Sydney-based company due to positive experiences that they have had, thus prompting the consumer to conduct a purchase and become a repeat customer.
B5 Based on your answers above, recommend and discuss two marketing strategies that you think could ensure success of the new active wear line for the chosen target market. (8 marks)
The new active wear line can have a successful marketing impact when approach-approach and approach-avoidance motivation conflicts are applied as marketing strategies for the campaign. The approach-approach motivation conflict would be such that the consumer can purchase their active wear from the retail store with the advantage of getting a smart watch as a bonus for the luxury purchase, running for the next one month (Topic 7). At the same time, they have the option of purchasing their choice of active wear online, where the company is selling the active wear at 10% off, seeing that the company just went online, on top of the presence of its retail store.
Looking at the approach-avoidance motivation conflict case, the consumer can pick one of two options. They can either opt for the in-store purchase that comes with no discount and is available for only one week, at which point it will be phased out for a new design. They can also opt for the online purchase that comes with a smart watch as a bonus but the active wear available here is not for high performance use.
References
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Topic 4
Topic 5
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Topic 7
The Impact of Utilizing
Annotated Bibliography: iBook and Learner Engagement
Student’s name
Institutional affiliation
Topic: The Impact of Utilizing iBooks on Learners’ Academic Engagement and Language Acquisition in ESL Classes for Grade Six
Almekhlafi, A. G. (2021). The effect of E-books on Preservice student teachers’ achievement and perceptions in the United Arab Emirates. Education and Information Technologies, 26(1), 1001-1021.
E-books are slowly taking over as and replacing traditional textbooks in many educational institutions. This research investigated the effect that e-books had on the ability of students to learn technological course content. The research also assesses the perception of teachers on the benefits of books in learning. The study took a quasi-experimental approach. It had two experimental groups and one control group. The first group used an iBook, the second group used the PDF version of the iBook, while the control used a hard copy of the PDF. A questionnaire was later administered at the end of the experiment. The results did not indicate any significant difference in course achievement associated with the kind of book used. However, the students showed a significantly positive attitude toward the usefulness of the e-book than other versions. Abdurrahman Ghaleb Almekhlafi, the author is affiliated with the United Arab Emirates University.
Alzubi, A. A. F. (2021). The Role of Mobile Technologies in Impacting Learner Autonomy in an EFL Context: A Systematic Review. International Journal of Computer-Assisted Language Learning and Teaching (IJCALLT), 11(3), 56-73.
This study examines previous studies carried out on the role of mobile devices in supporting learner autonomy in English as a foreign language. The research uses a meta-analysis approach. It selected studies based on research design, field of study, publication type, and use of technology as the inclusion criteria. Coding sheets were used to analyze the 23 papers. This study revealed that the examined studies were carried out in Europe and Asia and that majority of the studies had both female and male subjects. The analysis revealed that mobile dives played a significant role in boosting learner autonomy in the study of English as a foreign language. Ali Abbas Alzubi is affiliated with Najaran University located in Saudi Arabia.
Azma, P., & AM, N. F. (2018). Preliminary survey: iBooks for engineering subjects in utem. Proceedings of Innovative Teaching and Learning Research Day, 2018, 14.
The 2018 article investigates the perception that students have in regard to digital interactive books and particularly the iPhone and Apple iPad. The methodology employed in this study was that the researchers designed two iBooks, namely the Multimedia Signal Processing and the Mechanical Vibration. The former was used by fourth-year students, while the latter was used by third-year students in the faculty of engineering. Two main factors were considered in the development of the iBooks namely interactivity and design. The findings showed that students tend to excel in engineering fields better when they learn with iBooks. The students also tend to spend more time on the gadgets hence they learn independently. The study was undertaken by Azma P. and Nurul Fajar. Azma P is affiliated with the Center for Advanced Research on Energy and the Universiti Teknial in Melaka Malaysia. Nurul is affiliated with the Faculty of Electrical and Computer Engineering in the same university.
Elyas, T., & Al-Bogami, B. (2019). The role of the iPad as an instructional tool in optimizing young learners’ achievement in EFL classes in the Saudi context. Arab World English Journal,[Special Issue], 144-162.
This article aimed at probing the role of iPads in boosting language achievement. The research assesses the impact of integrating iPads as instructor tools in the learning of English as foreign language. Language achievement was measured using vocabulary abs reading tests administered before and after the intervention. Qualitative and quantitative data findings indicated that students who used iPads were more engaged and outscored their students in learning English as a foreign language. Basmah Al-Bogami, the author of this article, is affiliated with the King Abdulaziz University in Saudi Arabia where he works in the institute of English language. This article is connected to Alzubi (2021) study because they center around the impact of mobile devices in the learning of English as a foreign language.
Eubanks, J. F., Yeh, H. T., & Tseng, H. (2018). Learning Chinese through a twenty-first-century writing workshop with the integration of mobile technology in a language immersion elementary school. Computer Assisted Language Learning, 31(4), 346-366.
This study assesses whether a technology integrated writing workshop had any notable effect on the attitude and ability in wiring among Chinese second graders. The subjects were part of the language immersion language program. The study involved twenty four students. The workshop incorporated an iPad recording technology, Book Creator Application and iPad camera. The research employed qualitative methods such as observation and pre and post surveys. The results confirmed the assertion that use of iPads decreases writing barriers, as demonstrated in the workshop of the Chinese immersion program. Noteworthy, the attitudes and abilities of the students improved drastically after going through the twenty-first-century writing workshop. The authors of this article have affiliation with major universities, Jia-Fang Eubanks teaches Japanese and Chinese at South High school in Denver. Hungwei Tsemg is an assistant professor at Jacksonville State University in the Department of Educational Resources. Hsin-Te Yeh is afflicted with Metropolitan State University where he works as an associate professor. This study is similar to the studies conducted that show how technology is used to teach English as a second language.
Reinhold, F., Hoch, S., Werner, B., Richter-Gebert, J., & Reiss, K. (2020). Learning fractions with and without educational technology: What matters for high-achieving and low-achieving students?. Learning and Instruction, 65, 101264.
This study compares learning for low and high-achieving students with and without technology. Reinhold et al. came up with a theory-grounded, which was interactive and provided scaffolds in eBooks. They evaluated scaffolds and curriculum but splitting 260 low achievers and 745 high achievers into three categories. The three categories included the curriculum group using paper copy, the scaffolded curriculum group that used ebooks on iPads and the Traditional group that used convectional textbooks. The results indicated that high-achieving students benefited most from the study regardless of whether the curriculum was presented with scaffolds or without. Low achieving students that were using scaffolds were decisive. This suggested that adaptive and interactive scaffolds support the learning of mathematical concepts particularly in low achieving students. Stefan Hoch, one of the authors of this text is the Chair for Geometry and Visualization in Germany and also has affiliations with the Technical University of Munich.
Remón, J., Sebastián, V., Romero, E., & Arauzo, J. (2017). Effect of using smartphones as clickers and tablets as digital whiteboards on students’ engagement and learning. Active Learning in Higher Education, 18(2), 173-187.
This study probes the use of smartphones and tablets in enhancing student engagement and learning. The researchers evaluated and compared traditional and interactive teaching strategies. The traditional strategies combined PowerPoint presentations with the use of blackboard while interactive strategies where lessons were taught using digital materials and activities such as tablets. Outcomes were measured via the question and answer method undertaken during class time and at the end of the term. Findings showed higher outcomes in the interactive lessons than the traditional strategies. The results further indicated that using interactive procedures increased student participation. The article was written by Javier Remon, Jesus Arauzo, Enrique Romero, and Victor Sebastian, who have affiliations with Spain’s University of Zaragoza.
Rivera, C. J., Hudson, M. E., Weiss, S. L., & Zambone, A. (2017). Using multicomponent multimedia shared story intervention with an iPad to teach content picture vocabulary to students with developmental disabilities. Education and Treatment of Children, 40(3), 327-352.
This article centers on the increased use of technology for academic purposes in students with developmental disability. The researchers employed a multiple probe design strategy. They used an iPad to assess a multicomponent multimedia shared story (MSS) intervention to teach three students with developmental disability science vocabulary. The vocabulary was included videos, texts and photographs and was all delivered using iPad. The results indicated that all three students could identify the vocabularies and maintained the knowledge across other stimuli. The conclusion was that iPads facilitated mastery of digital skills. The authors of this article, including Christopher Rivera, Melissa Hudson, Stacy Weiss, Alana Zambone, all had affiliations with East Carolina University. This study can be linked with all other studies mentioned here-in because iPads facilitate mastery of digital skills and improve learning outcomes.
Suharti, D. S. (2018). Utilizing iBooks in teaching EFL reading comprehension. In ELT in Asia in the Digital Era: Global Citizenship and Identity (pp. 553-570). Routledge.
This article is about the use of iBooks in reading and teaching English as a Foreign Language (EFL). This research was a case study and employed qualitative research techniques, including interviews, observation and documents examination. Data was gathered from 32 participants with one of them doubling as a participant-observer. The instructor used an iPad to teach students English. Results indicated that iBooks altered both the teaching and learning experiences. The experience was beneficial as students could read easily and instructors could teach easily. The author of this text, D.S. Suharti has affiliation with Muhammadiyah University of Tengerang in Banten, Indonesia.
Zaitun, Z., Hadi, M. S., & Lestari, D. R. (2021). Using bookwidgets to attract students’ interest in learning English. Journal of Languages and Language Teaching, 9(4), 504-511.
Published in 2021, the article is a research regarding the role of bookwidgets in influencing students interest in learning studying English. Bookwidgets is a platform that uses creative learning activities to engage students in teaching material. The platform equips students and teachers with widgets including chromebooks, iPad, iBooks, and Android tablets. This research employed quantitative descriptive research method. Data was collected using surveys. The population of study was students from junior high school. Data was analyzed using Likert statistical analysis. The results indicated that students recorded a 48.1% increase in interest in learning English after being introduced to Bookwidgets. This article was authored by Diah Rahmawati Lestari, Zaitun Zaitun, and Muhammad Sofian Hadi. Muhammad Sofian Hadi is currently a lecturer at the Muhammadiyah University of Jakarta while Diah Rahmawati Lestari is a student at same institution. This study is similar to the study conducted by Azma (2018) on how iBooks influences learning outcomes on engineering students.
HYPERLINK “https://orcid.org/0000-0002-8988-0803” t “_blank”