Hans Morgenthau and Kenneth Waltz Essay Example | Topics and Well Written Essays - 2500 words

Hans Morgenthau and Kenneth Waltz - Essay Example According to the conventional view, realism is apprehensive with how the humankind is in contrast with the ideal situation, this is to mean that it is an empirical rather than normative paradigm. Realism views things from a pessimistic perspective since it emphasizes on the patterns of power politics that are dominant in the global political arena manifested through wars, recurring conflicts and rivalry among nations. Issues such as balance of power and security threats and measures are the main tools that the realism uses in the study of world politics; in addition, realists consider a state as the main player in international politics. Realism pays special attention to the most powerful states as they have a greater say in international politics compared to the less powerful states, the behaviour of these states usually dictates the patterns of international relations since they are considered rational egoists whose self interests come first. In the orthodox view, four differences are evident between classical realism and structural realism; the first difference is that while classical realism tries to locate the source of international conflict and wars to the imperfect nature of human beings, structural realism attributes these conflicts and wars to the anarchic nature of the international political system. The second difference is that while classical realism recognises the state as the most superior player in international relations, structural realism recognizes the role played by agents.... Realism pays special attention to the most powerful states as they have a greater say in international politics compared to the less powerful states, the behaviour of these states usually dictates the patterns of international relations since they are considered rational egoists whose self interests come first. In the orthodox view, four differences are evident between classical realism and structural realism; the first difference is that while classical realism tries to locate the source of international conflict and wars to the imperfect nature of human beings, structural realism attributes these conflicts and wars to the anarchic nature of the international political system. The second difference is that while classical realism recognises the state as the most superior player in international relations, structural realism recognizes the role played by agents. The third difference is that classical realism recognises the original super powers and the new powers in international rel ations while structural realism recognizes states as independent and unitary actors. The fourth difference is that while structural realism uses scientific methodology to study international relations which is influenced by the behaviourist revolution of the 1960’s, classical realism studies international relations based on based on an individual’s subjective valuations. Defining power Realism believes that the actions of a country are to a large extent determined by events that happen in the international arena. Hans Morgenthau defines power as the anything that gives a man control over another person; this includes both physical aggression and psychological manipulation of the subjects. According to Hans, the most important material

Marketing Communications Essay Example | Topics and Well Written Essays - 3250 words

Marketing Communications - Essay Example Usually, target markets are set based on their â€Å"geographic location, their demographic and psychographic characteristics† (Koekemoer, 2004, p.1). Previously, different aspects of marketing communication like selling activities, direct marketing, sales promotion, Internet advertising etc were handled by experts of the respective fields. This generated lack of coordination and frequent inconsistency resulting in reaching target below the optimum level. Today, integrated marketing communication (IMC) is emerging where all kinds of communication and messages are properly coordinated with each other. Basically, IMC is proper integration of all communication tools to make them perform in harmony. Understanding consumer behavior is the primary objective of all marketers. Demand is created when consumers recognize need of a product and change of demand occurs when opportunities change. For instance, a person may prefer superior brands after a job promotion. After recognizing a brand, a consumer then looks for alternatives which may always be price based. For instance, a consumer may prefer quality over price. Consumers of products and services, and business customers all over the world are becoming increasingly accessible (Rosenbaum-Elliot et al., 2011, pp.6-8). Today, the management system is moving from tier system with managers becoming independent and without supporting services. This means managers today need to have full knowledge of marketing which is an ever changing process. The focus of marketing has shifted from acquiring new customers or retaining customers for life to selecting the right kind of customers. The emphasis is on discarding unprofitable customers while at the same time attracting and retaining the more profitable customers. There are many customers who do not remain loyal to any specific brand as they shift to other brands as soon