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Throughout his career, Drucker expanded his position that management was "a liberal art " and he infused his management advice with interdisciplinary lessons including history, sociology, psychology, philosophy, culture and religion. He also strongly believed that all institutions, including those in the private sector, had a responsibility for the whole society. If the managers of our major institutions, especially in business, do not take responsibility for the common good, no one else can or will.
Others include a decreasing birth rate in developed countries, a shift in population from rural to urban centers, shifts in distribution of disposable income and global competitiveness. Drucker believes these changes will have a tremendous impact on business. Business "gums" have come and gone during the last 50 years, but Drucker's message continues to inspire managers.
In Managing for the Future: The s and Beyond , Drucker discussed the emergence of the "knowledge worker" — whose resources include specialized learning or competency rather than land, labor or other forms of capital. Questions Reading Passage 2 has 6 paragraphs A-F.
Choose die correct heading for paragraphs A-F from the list of headings below. Write the correct number: i-x, in boxes on your answer sheet List of Headings i. Introducing new management concepts to postwar era ii.
Ideas that stood the test of time iii. Early publications iv. Shifting the focus of management in modem manufactures v. Thinker and scholar with world-wide popularity vi. The changing role of employees in management viii. Find fault with Drucker ix. Paragraph c Drucker believed the employees should enjoy the same status as the employers in a company Drucker strongly support that economists of schools have resources to explain the problems of modem economies at least in a macroeconomics scope Write your answers in boxes 24 and 25 on your answer sheet.
Managers should be responsible for the common good of the whole society. Young executives should be given chances to start from low level jobs C. More emphasis should be laid on fostering the development of the union. Management should facilitate workers with tools of self-appraisal instead of controlling them from the outside. Write your answers in boxes 26 and 27 on your answer sheet. Which TWO of the following are mentioned in the passage as criticisms to Drucker and his views?
His lectures are too broad and lack of being precise and accurate about the facts, C. His concepts helped corporate executives but not average workers. His ideas are sometimes impractical and result in opposite outcomes. He was overstating the Nova 1624 Ii Dvr Upgrade Connect case for knowledge workers when warning businesses to get prepared. Section 3 Extinct: the Giant Deer Toothed cats, mastodons, giant sloths, woolly rhinos, and many other big, shaggy mammals are widely thought to have died out around the end of the last ice age, some 10, years ago.
The Irish elk is also known as the giant deer Megaloceros giganteus. Analysis of ancient bones and teeth by scientists based in Britain and Russia show the huge herbivore survived until about 5, B. The research team says this suggests additional factors, besides climate change, probably hastened the giant deer's eventual extinction.
The factors could include hunting or habitat destruction by humans. The Irish elk, so-called because its well-preserved remains are often found in lake sediments under peat bogs in Ireland, first appeared about , years ago in Europe and central Asia.
Through a combination of radiocarbon dating of skeletal remains and the mapping of locations where the remains were unearthed, the team shows the Irish elk was widespread across Europe before the last "big freeze. He added that pollen analysis indicates the region then became very dry in response to further climactic change, leading to the loss of important food plants.
Hunting by humans has often been put forward as a contributory cause of extinctions of the Pleistocene mega fauna. The team, though, said their new date for the Irish elk's extinction hints at an additional human-made problem—habitat destruction.
Lister said, "We haven't got just hunting 7, years ago—this was also about the time the first Neolithic people settled in the region.
They were farmers who would have cleared the land. Meanwhile, Lister cast doubt on another possible explanation for the deer's demise—the male's huge antlers. Some scientists have suggested this exaggerated feature—the result of females preferring stags with the largest antlers, possibly because they advertised a male's fitness —contributed to the mammal's downfall.
They say such antlers would have been a serious inconvenience in the dense forests that spread northward after the last ice age.
But, Lister said, "That's a hard argument to make, because the deer previously survived perfectly well through wooded interglacials [warmer periods between ice ages]. High amounts of calcium and phosphate compounds are required to form antlers, and therefore large quantities of these minerals are required for the massive structures of the Irish Elk.
The males and male deer in general met this requirement partly from their bones, replenishing them from food plants after the antlers were grown or reclaiming the nutrients from discarded antlers as has been observed in extant deer.
Thus, in the antler growth phase. Giant Deer were suffering from a condition similar to osteoporosis. The extinction of megafauna around the world was almost completed by the end of the last ice age. It is believed that megafauna initially came into existence in response to glacial conditions and became extinct with the onset of warmer climates. Tropical and subtropical areas have experienced less radical climatic change.
The most dramatic of these changes was the transformation of a vast area of north Africa into the world's largest desert. Significantly, Africa escaped major faunal extinction as did tropical and sub-tropical Asia. The human exodus from Africa and our entrance into the Americas and Australia were also accompanied by climate change.
Australia's climate changed from cold-dry to warm-dry. As a result, surface water became scarce. Most inland lakes became completely dry or dry in the warmer seasons. Most large, predominantly browsing animals lost their habitat and retreated to a narrow band in eastern Australia, where there was permanent water and better vegetation.
Some animals may have survived until about years ago. If people have been in Australia for up to 60 years, then megafauna must have co-existed with humans for at least 30 years.
Regularly hunted modem kangaroos survived not only 10 years of Aboriginal hunting, but also an onslaught of commercial shooters.
The group of scientists led by A. Stuart focused on northern Eurasia, which he was taking as Europe, plus Siberia, essentially, where they 've got the best data that animals became extinct in Europe during the Late Pleistocene.
Some cold-adapted animals, go through into the last part of the cold stage, and then become extinct up there.
So you've actually got two phases of extinction. Now, neither of these coincide — these are Neanderthals here being replaced by modem humans. There's no obvious coincidence between the arrival of humans or climatic change alone and these extinctions. There's a climatic change here, so there's a double effect here.
Again, as animals come through to the last part of the cold stage, here there's a fundamental change in the climate, reorganization of vegetation, and the combination of the climatic change and the presence of humans -- of advanced Paleolithic humans — causes this wave of extinction. There's a profound difference between the North American data and that of Europe, which summarize that the extinctions in northern Eurasia, in Europe, are moderate and staggered, and in North America severe and sudden.
And these things relate to the differences in the timing of human arrival. The extinctions follow from human predation, but only at times of fundamental changes in the environment. Questions Answer the questions below.
What kind of physical characteristics eventually contributed to the extinction of Irish elk? What kind of nutrient substance needed in maintaining the huge size of Irish elk? What geographical evidence suggested the advent of human resulted in the extinction of Irish elk?
Questions Matching choose the letter A-D and fill in box A. Eurasia B. Australia C. Asia D. Which statement is true according the Stuart team's finding? Neanderthals rather than modem humans caused the extinction in Europe B. Paleolithic humans in Europe along kill the big animals such as Giant deer C.
Onion growers in eastern Oregon are adopting a system that saves water and keeps topsoil in place, while producing the highest quality "super colossal" onions. Pear growers in southern Oregon have reduced their use of some of the most toxic pesticides by up to two-thirds, and are still producing top-quality pears.
These are some of the results Oregon growers have achieved in collaboration with Oregon State University OSU researchers as they test new farming methods including integrated pest management IPM. Nationwide, however, IFM has not delivered results comparable to those in Oregon. A recent U. S General Accounting Office GAO report indicates that while integrated pest management can result in dramatically reduced pesticide use, the federal government has been lacking in effectively promoting that goal and implementing IPM.
Farmers also blame the government for not making the new options of pest management attractive. Green action groups disagree about the safety issue. Department of Agriculture and Oregon farmers to help develop agricultural systems that will save water and soil, and reduce pesticides.
In response to the GAO report, the Centre is putting even more emphasis on integrating research and farming practices to improve Oregon agriculture environmentally and economically. The work coming from OSU researchers must be adopted in the field and not simply languish in scientific journals. In Oregon, growers and scientists are working together to instigate new practices. For example, a few years ago scientists at OSU's Nova 1624 Lathe Dvr Upgrade Motor Os Malheur Experiment Station began testing a new drip irrigation system to replace old ditches that wasted water and washed soil and fertilizer into streams.
The new system cut water and fertilizer use by half, kept topsoil in place and protected water quality. In addition, the new system produced crops of very large onions, rated "super colossal" and highly valued by the restaurant industry and food processors. The new practices benefit the environment and give the growers their success. OSU researchers in Malheur next tested straw mulch and found that it successfully held soil in place and kept the ground moist with less irrigation.
In addition, and unexpectedly, the scientists found that the mulched soil created a home for beneficial beetles and spiders that prey on onion thrips - a notorious pest in commercial onion fields - a discovery that could reduce the need for pesticides.
OSU researchers throughout the state have been working to reduce dependence on broad spectrum chemical sprays that are toxic to many kind of organisms, including humans. Picture perfect pears are an important product in Oregon and traditionally they have required lots of chemicals.
In recent years, the industry has faced stiff competition from overseas producers, so any new methods that growers adopt must make sense economically as well as environmentally. Hilton is testing a growth regulator that interferes with the molting of codling moth larvae. Another study used pheromone dispensers to disrupt codling moth mating. These and other methods of integrated pest management have allowed pear growers to reduce their use of organophosphates by two-thirds and reduce all other synthetic pesticides by even more and still produce top-quality pears.
These and other studies around the state are part of the effort of the IPPC to find alternative farming practices that benefit both the economy and the environment. Questions Use the information in the passage to match the people listed A-G with opinions or deeds below. Write the appropriate letters A-G in boxes on your answer sheet. NB you may use any letter more than once A.
Patrick Leahy C. Bill Bowler D. Paul Jepson E. Art Pimms F. Steve Black G. Rick Hilton 1. There is a double-advantage to the new techniques. The work on developing these alternative techniques is not finished. Eating food that has had chemicals used in its production is dangerous to our health.
Changing current farming methods into a new one is not a cheap process. Results have exceeded the anticipated goal. The research done should be translated into practical projects. The U. Expectations of end users of agricultural products affect the products. Integrated Pest Management has generally been regarded as a success in j the across the US. Oregon farmers of apples and pears have been promoted as successful examples of Integrated Pest Management.
The IPPC uses scientists from different organisations globally Shaw mulch experiments produced unplanned benefits. The apple industry is now facing a lot of competition from abroad. In the French minister of education, facing limited resources for schooling, sought a way to separate die unable from the merely lazy. Alfred Binet got the job of devising selection principles and his brilliant solution put a stamp on the study of intelligence and was the forerunner of intelligence tests still used today, he developed a thirty-problem test in , which tapped several abilities related to intellect, such as judgment and reasoning, the test determined a given child's mental age', the test previously established a norm for children of a given physical age.
A large disparity in the wrong direction e. This message was however lost, and caused many problems and misunderstanding later.
Although Binet's test was popular, it was a bit inconvenient to deal with a variety of physical and mental ages. So in Wilhelm Stem suggested simplifying this by reducing die two to a single number, he divided the mental age by the physical age, and multiplied the result by An average child, irrespective of age, would score Terman, professor of psychology and education of Stanford university, in The practical side of psychometrics the development and use of tests became widespread quite early, by , when Einstein published his grand theory of relativity, mass-scale testing was already in use.
The military had to build up an army very quickly; it had two million inductees to sort out. Who would become officers and who enlisted men? Psychometricians developed two intelligence tests that helped sort all these people out, at least to some extent, this was the first major use of testing to decide who lived and who died, as officers were a lot safer on the battlefield, the tests themselves were given under horrendously bad conditions, and the examiners seemed to lack commonsense, a lot of recruits simply had no idea what to do and in several sessions most inductees scored zero!
The examiners also came up with the quite astounding conclusion from the testing that the average American adult's intelligence was equal to that of a thirteen-year-old! Intelligence testing enforced political and social prejudice, their results were used to argue that Jews ought to be kept out of the united states because they were so intelligently inferior that they would pollute the racial mix; and blacks ought not to be allowed to breed at all.
And so abuse and test bias controversies continued to plaque psychometrics. Write the correct letter A-G in boxes on your answer sheet. Questions Choose the correct letter, A, B, c or D. Officers B. Normal Soldiers C. Examiners D. Submarine drivers. Give credit to the contribution of Binet in IQ test B. Computer technology was supposed to replace paper.
But that hasn't happened. Every country in the Western world uses more paper today, on a per- capita basis, than it did ten years ago. The consumption of uncoated free-sheet paper, for instance the most common kind of office paper — rose almost fifteen per cent in the United States between and A number of cognitive psychologists and ergonomics experts, however, don't agree. Paper has persisted, they argue, for very good reasons: when it comes to performing certain kinds of cognitive tasks, paper has many advantages over computers.
The dismay people feel at the sight of a messy desk — or the spectacle of air-traffic controllers tracking flights through notes scribbled on paper strips - arises from a fundamental confusion about the role that paper plays in our lives.
They begin their book with an account of a study they conducted at the International Monetary Fund, in Washington, D.
Economists at the I. Nonetheless, the I. Their answer is that the business of writing reports - at least at the I. The economists bring drafts of reports to conference rooms, spread out the relevant pages, and negotiate changes with one other.
They go back to their offices and jot down comments in the margin, taking advantage of the freedom offered by the informality of the handwritten note. Then they deliver the annotated draft to the author in person, taking him, page by page, through the suggested changes.
At the end of the process, the author spreads out all the pages with comments on his desk and starts to enter them on the computer — moving the pages around as he works, organizing and reorganizing, saving and discarding. Without paper, this kind of collaborative and iterative work process would be much more difficult. According to Sellen and Harper, paper has a unique set of "affordances" — that is, qualities that permit specific kinds of uses.
Paper is tangible: we can pick up a document, flip through it, read little bits here and there, and quickly get a sense of it. And it's tailorable: we can easily annotate it, and scribble on it as we read, without altering the original text.
Digital documents, of course, have then own affordances. They can be easily searched, shared, stored, accessed remotely, and linked to other relevant material. But they lack the affordances that really matter to a group of people working together on a report. Sellen and Harper write: D. Paper enables a certain kind of thinking. Picture, for instance, the top of your desk. Chances are that you have a keyboard and a computer screen off to one side, and a clear space roughly eighteen inches square in front of your chair.
What covers the rest of the desktop is probably piles- piles of papers, journals, magazines, binders, postcards, videotapes, and all the other artifacts of the knowledge economy. The piles look like a mess, but they aren't. When a group at Apple Computer studied piling behavior several years ago, they found that even the most disorderly piles usually make perfect sense to the piler, and that office workers could hold forth in great detail about the precise history and meaning of thefr piles.
The pile closest to the cleared, eighteen-inch-square working area, for example, generally represents the most urgent business, and within that pile the most important document of all is likely to be at the top.
Piles are living, breathing archives. Over time, they get broken down and resorted, sometimes chronologically and sometimes thematically and sometimes chronologically and thematically; clues about certain documents may be physically embedded in the file by, say, stacking a certain piece of paper at an angle or inserting dividers into the stack.
But why do we pile documents instead of filing them? Because piles represent the process of active, ongoing thinking. The psychologist Alison Kidd, whose research Sellen and Harper refer to extensively, argues that "knowledge workers" use the physical space of the desktop to hold "ideas which they cannot yet categorize or even decide how they might use.
What we see when we look at the piles on our desks is, in a sense, the contents of our brains. This idea that paper facilitates a highly specialized cognitive and social process is a far cry from the way we have historically thought about the stuff. Paper first began to proliferate in the workplace in the late nineteenth century as part of the move toward "systematic management. Thus was born the monthly sales report, and the office manual and the internal company newsletter.
The typewriter took off in the eighteen-eighties, making it possible to create documents in a fraction of the time it had previously taken, and that was followed closely by the advent of carbon paper, which meant that a typist could create ten copies of that document simultaneously.
Paper was important not to facilitate creative collaboration and thought but as an instrument of control. Questions The reading passage has seven paragraphs, A-F Choose the correct heading for paragraphs A-F from the list below. Favorable situation that economists used paper pages iv.
Paragraph F Questions Summary Complete the following summary of the paragraphs of Reading Passage, using no more than three words from the Reading Passage for each answer. Compared with digital documents, paper has several advantages. First it allows clerks to work in a Next, paper is not like virtual digital versions, it's Finally, because it is However, shortcoming comes at the absence of convenience on task which is for a What do the economists from IMF say that their Nova 1624 Bed Extension Jack way of writing documents?
What is the implication of the "Piles " mentioned in the passage? What does the manager believe in sophisticated economy? Teamwork is the most important D. Terminated Dinosaur Era A. The age of dinosaurs, which ended with the cataclysmic bang of a meteor impact 65 million years ago, may also have begun with one.
Researchers found recently the first direct, though tentative, geological evidence of a meteor impact million years ago, coinciding with a mass extinction that eliminated half of the major groups of life and opened the evolutionary1 door for what was then a relatively small group of animals: dinosaurs. The cause and timing of the ascent of dinosaurs has have been much debated. It has been impossible to draw any specific conclusions because the transition between the origin of dinosaurs and their ascent to dominance has not been sampled in detail.
Paul E. Olsen and his colleagues studied vertebrate fossils from 80 sites in four different ancient rift basins, part of a chain of rifts that formed as North America began to split apart from the supercontinent that existed million years ago.
In the layer of rock corresponding to the extinction, the scientists found elevated amounts of the rare element iridium. A precious metal belonging to the platinum group of elements, iridium is more abundant in meteorites than in rocks. On Earth, A similar spike of iridium in 65 million- year-old rocks gave rise in the s to the theory that a meteor caused the demise of the dinosaurs. That theory remained controversial for years until it was corroborated by other evidence and the impact site was found off the Yucatan Peninsula.
Scientists will need to examine the new iridium anomaly similarly. The levels are only about one-tenth as high as those found at the later extinction. That could mean that the meteor was smaller or contained less iridium or that a meteor was not involved—iridium can also come from the Earth's interior, belched out by volcanic eruptions.
Michael J. Benton, a professor of vertebrate paleontology at the University of Bristol in England, described the data as "the first reasonably convincing evidence of an iridium spike".
The scientists found more evidence of rapid extinction in a database of 10, fossilized footprints in former lake basins from Virginia to Nova Scotia. Although individual species cannot usually be identified solely from their footprints — the tracks of a house cat, for example, resemble those of a baby tiger — footprints are much more plentiful than fossil bones and can provide a more complete picture of the types of animals walking around.
Olsen said. Because the sediment piles up quickly in lake basins, the researchers were able to assign a date to each footprint, based on the layer of rock where it was found. They determined that the mix of animals walking across what is now the East Coast of North America changed suddenly about million years ago. The tracks of several major reptile groups continue almost up to the layer of rock marking the end of the Triassic geologic period million years ago, and then vanish in younger layers from the Jurassic period.
Peter D. Ward, a professor of geology at the University of Washington. He called the data "very required more research. Last year, researchers led by Dr. Ward reported that the types of carbon in rock changed abruptly at this time, indicating a sudden dying off of plants over less than 50, years. Several groups of dinosaurs survived that extinction, and the footprints show that new groups emerged soon afterward. Before the extinction, about one-fifth of the footprints were left by dinosaurs; after the extinction, more than half were from dinosaurs.
The changes, the researchers said, occurred within 30, years- a geological blink of an eye. The scientists postulate that the asteroid or comet impact and the resulting death of Triassic competitors allowed a few groups of carnivorous dinosaurs to evolve in size very quickly and dominate the top of the terrestrial food chain globally.
Among the creatures that disappeared in the extinction were the dominant predators at the time: foot- long rauisuchians with great knife-like teeth and phytosaurs that resembled large crocodiles. Dinosaurs first evolved about million years ago, but they were small, competing in a crowded ecological niche.
Before the extinction million years ago. Not terribly impressive. The dinosaurs quickly grew. The toe-to-heel length of the foot of a meat eater from the Jurassic period was on average 20 percent longer than its Triassic ancestor. Larger feet can carry bigger bodies; the scientists infer the dinosaurs doubled in weight, eventually evolving into fearsome velociraptors, Tyrannosaurus rex and other large carnivorous dinosaurs.
The spurt in evolution is similar to the rise of mammals after the extinction of dinosaurs. Mammals, no larger than small dogs during the age of dinosaurs, diversified into tigers, elephants, whales and people after the reptilian competition died away. The success of the dinosaurs after the Triassic-Jurassic extinction may be why they did not survive the second extinction.
Olsen said, because they can survive on smaller amounts of food. Write the appropriate letter A-C in boxes on your answer sheet. Paul Olsen B. Michael Benton C.
Peter Ward 1 Large animals are in a disadvantageous position when disasters happen. Question Do the following statements agree with the information given in Reading Passage? Section 2 Detection of a meteorite Lake A. AS THE SUN rose over picturesque Lake Bosumtwi, a team of Syracuse University researchers prepared for another day of using state-of- the-art equipment to help unlock the mysteries hidden below the lake bottom.
Nestled in the heart of Ghana, the lake holds an untapped reservoir of information that could help scientists predict future climate changes by looking at evidence from the past. This information will also improve the scientists' understanding of the changes that occur in a region struck by a massive meteorite B.
The resulting crater is one of the largest and most well- preserved geologically young craters in the world, says Scholz, who is collaborating on the project with researchers from the University of Arizona, the University of South Carolina, the University of Rhode Island, and several Ghanaian institutions.
Equally important is the fact that the lake, which is about 8 kilometers in diameter, has no natural outlet. The rim of the crater rises about meters above the water's surface. Streams flow into the lake, Scholz says, but the water leaves only by evaporation, or by seeping through the lake sediments. The record of those changes is hidden in sediment below the lake bottom. To understand global climate, we need to have records of climate changes from many sites around the world, including the tropics.
Before the researchers could explore the lake's subsurface, they needed a boat with a large, working deck area that could carry eight tons of scientific equipment.
It was constructed in modules that were dismantled, packed inside a shipping container, and reassembled over a day period in late November and early December in the rural village of Abono, Ghana.
The research team then spent the next two weeks testing the boat and equipment before returning to the United States for the holidays. In this process, a high-pressure air gun is used to create small, pneumatic explosions in the water. The sound energy penetrates about 1, to 2, meters into the lake's subsurface before bouncing back to the surface of the water.
The reflected sound energy is detected by underwater microphones-called hydrophones—embedded in a meter-long cable that is towed behind the boat as it crosses the lake in a carefully designed grid pattern. On-board computers record the signals, and the resulting data are then processed and analyzed in the laboratory.
Team members spent about four weeks in Ghana collecting the data. On a good day, when everything went as planned, the team could collect data and be back at the dock by early afternoon.
Except for a few relatively minor adjustments, the equipment and the boat worked well. Problems that arose were primarily non-scientific—tree stumps, fishing nets, cultural barriers, and occasional misunderstandings with local villagers. Lake Bosumtwi, the largest natural freshwater lake in the country, is sacred to the Ashanti people, who believe their souls come to the lake to bid farewell to their god. The lake is also the primary source of fish for the 26 surrounding villages.
Conventional canoes and boats are forbidden. Fishermen travel on the lake by floating on traditional planks they propel with small paddles. When the team began gathering data, rumors flew around the lake as to why the researchers were there.
Questions 19 - 22 There are three steps of collecting data from the lake as followings, please filling the blanks in the Flow Chart below: Questions Summary Complete the following summary of the paragraphs of Reading Passage, using no more than three words from the Reading Passage for each answer. The technology they used called Then the data had been analyzed and processed in the Scholz also added that they were now building Whole set of equipment works well yet the ship should avoid physical barrier including tree stumps or Section 3 Internal and External Marketing A.
Employees need to hear the same messages that you send out to the marketplace. At most companies, however, internal and external communications are often mismatched.
This can be very confusing, and it threatens employees' perceptions of the company's integrity: They are told one thing by management but observe that a different message is being sent to the public. One health insurance company, for instance, advertised that the welfare of patients was the company's number one priority, while employees were told that theft main goal was to increase the value of theft stock options through cost reductions.
And one major financial services institution told customers that it was making a major shift in focus from being a financial retailer to a financial adviser, but, a year later, research showed that the customer experience with the company had not changed. It turned out that company leaders had not made an effort to sell the change internally, so employees were still churning out transactions and hadn't changed theft behavior to match theft new adviser role.
Enabling employees to deliver on customer expectations is important, of course, but it's not the only reason a company needs to match internal and external messages. Another reason is to help push the company to achieve goals that might otherwise be out of reach. In , when IBM launched its e-business campaign which is widely credited for turning around the company's image , it chose to ignore research that suggested consumers were unprepared to embrace IBM as a leader in e-business.
Although to the outside world this looked like an external marketing effort, IBM was also using the campaign to align employees around the idea of the Internet as the future of technology. The internal campaign changed the way employees thought about everything they did, from how they named products to how they organized staff to how they approached selling. Today, research shows that people are four times more likely to associate the term "e-business" with IBM than with its nearest competitor, Microsoft.
The type of "two-way branding" that IBM did so successfully strengthens both sides of the equation. Internal marketing becomes stronger because it can draw on the same "big idea" as advertising.
Consumer marketing becomes stronger because the messages are developed based on employees' behavior and attitudes, as well as on the company's strengths and capabilities— indeed, the themes are drawn from the company's very soul. This process can result in a more distinct advertising idea because marketers are more likely to create a message that7 s unique to the company.
Perhaps even more important, by taking employees into account, a company can avoid creating a message that doesn't resonate with staff or, worse, one that builds resentment. In , United Airlines shelved its "Come Fly the Friendly Skies" slogan when presented with a survey that revealed the depth of customer resentment toward the airline industry.
In an effort to own up to the industry's shortcomings. United launched a new campaign, "Rising," in which it sought to differentiate itself by acknowledging poor service and promising incremental improvements such as better meals. While this was a logical premise for the campaign given the tenor of the times, a campaign focusing on customers' distaste for flying was deeply discouraging to the staff.
Employee resentment ultimately made it impossible for United to deliver the improvements it was promising, which in turn undermined the "Rising" pledge. Three years later. Today, James explores one very simple and tragically under-appreciated tool: Really Simple Syndication. John writes in to ask how a global conspiracy can function and how it can be kept under wraps.
Good question. There are many things we can do to improve the way we use our devices: Using open source software, boycotting Google and other Big Tech monopolies, participating in distributed and decentralized networks, etc. Could you unplug from your devices altogether?
And, if so, for how long? Joining us to discuss this important question is Tim Kilkenny, one of the co-hosts of the Revelations Radio News podcast. Stephen writes in to ask about excess mortality. What is this number, how do we find it, and what does it tell us or fail to tell us about what happened in ? And, if not, what is the real lesson of this hunt for excess deaths?
This week on the New World Next Week: Time Magazine games conspiracy theorists with a nothingburger about the s election; German government caught paying researchers to justify their coronavirus restrictions as countries put the break on vaccines; and Nevada prepares to institute technocratic Innovation Zones.
The Canadian government announced it was going to subject Canadian residents to mandatory quarantine, at their own expense, after returning from international travel, regardless of their negative COVID status. After public backlash and the threat of legal action, the government is now delaying those plans, but some are alleging that the government has already arrested Canadians arriving in the country by air and transported them to a secret hotel location.
Joining us to discuss this developing story and what Canadians can do about it is John Carpay of the Justice Centre for Constitutional Freedoms. This is an educational moment about the power of decentralized movements that people of all stripes pooh-pooh to their detriment. A listener writes in to ask whether he has to sign in to YouTube to watch the rest of the documentary.
What About Excess Mortality? Share on Facebook. Share on LinkedIn. Share on Reddit. Home Research Libraries. College libraries Every College has its own library, often consisting of a modern, working library and older collections.
Finding resources SOLO Search Oxford Libraries Online is the main search engine for library collections across Oxford, providing access to information in over Oxford libraries including circa eight million bibliographic records and more than 13 million item records.
Digital projects and services The Bodleian is actively involved in developing new digital collections and services in close collaboration with students, researchers, and staff from around the University.
Was this page useful? Finding resources Bodleian Libraries resources list Bodleian Libraries strategy, policies and reports Contact the Bodleian. True Planet As we respond to a changing climate, how humanity will cope and thrive in this uncertain future has never been more important.
A quiverful of qubits How do quantum physicists affect industry?
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