Managing Political Risks Essay

A firm must be able to manage the different kinds of political risks that it may have to face by investing in a particular country. Firm-specific risks are defined as risks that affect the multinational enterprise at the corporate and/or project level. The most consequential firm-specific risk is referred to as the â€Å"governance risk,† which entails that there may be a conflict of goals between the multinational enterprise and the host government (Frenkel, Karmann, and Scholtens 5). Volatility of foreign exchange rates is another example of a firm-specific risk (Frenkel, Karmann, and Scholtens). Country-specific risks must also be managed. These risks affect the multinational enterprise at the corporate and/or project level, too. However, the difference between firm-specific and country-specific risks is that the latter originate at the level of the country. Institutional and/or cultural risks in addition to â€Å"transfer risks† are examples of country-specific risks (Frenkel, Karmann, and Scholtens 6). While the latter involves the issue of â€Å"blocked funds,† the former involves problems such as corruption in the country where the multinational enterprise intends to invest its funds (Frenkel, Karmann, and Scholtens 6). Lastly, the multinational enterprise must seek to manage its global-specific risks. These risks affect the enterprise at the corporate and/or project level but originate at the level of the entire globe. Poverty and terrorism are examples of global-specific risks (Frenkel, Karmann, and Scholtens). Indeed, it is possible for the multinational enterprise to manage the three types of political risks. There are three principles methods of political risk management: â€Å"limiting, diversifying, and hedging (Frenkel, Karmann, and Scholtens 20). † The first method refers to the investor’s effort to limit the exposure to the political risk by â€Å"putting a cap on the exposure vis-a-vis a particular country, often as a percentage of overall exposure or own funds (Frenkel, Karmann, and Scholtens 20). † Netting is involved in this procedure, as the investor must calculate the net exposure before â€Å"trying to derive a smaller overall position (Frenkel, Karmann, and Scholtens 20). † Following this political risk management procedure, a parent company may decide to limit the amount of funds that it transfers to its subsidiary that directly faces a particular type of political risk (Frenkel, Karmann, and Scholtens). Diversification is another useful method of managing political risks. A multinational enterprise, when faced with political risks, may decide to spread the exposure among various countries that are not perfectly correlated. If the enterprise is faced with corruption in the countries of two of its subsidiaries, it may choose two more countries where corruption is not a political risk. As a matter of fact, this method of managing political risks tends to be the easiest and therefore most commonly used (Frenkel, Karmann, and Scholtens). Hedging is yet another way to manage political risks, but is typically understood to be possible only with investment and/or export insurance. As an example, the multinational enterprise may obtain such insurance from the Multilateral Investment Guarantee Agency of the World Bank. The insurance may provide covers against civil disturbance, war, expropriation, in addition to currency transfers. National insurance companies – run by the government – may similarly be approached by the investor to obtain cover for risks that arise from non-payment (Frenkel, Karmann, and Scholtens). Regardless of the kinds of political risks facing the investor, therefore, it is possible to invest by managing the risks after choosing one or more methods of political risk management. Works Cited Frenkel, Michael, Alexander Karmann, and Bert Scholtens (eds. ). Sovereign Risk and Financial Crises. New York: Springer-Verlag, 2004.

Cause, effect, solution to deforestation Essay

Deforestation means clearing forest cover or tree plantations to accommodate agriculture, industrial or urban use. It may cause the end of forest cover because of human purpose. So what can cause deforestation? As earlier mentioned, agricultural activities are one of the major reasons. Nowadays the demand for food products of people is overgrowing, so a large number of trees is cut down to grow crops or for cattle grazing. Another reason is for logging. Wood based industries, like paper, match-sticks and furniture, are now used frequently, so several trees are chopped down for this purpose. Also, wood is used as fuel in an either direct or indirect way, for example firewood or charcoal, so trees are destroyed. Some of the factors is the desertification of land. It happens because there isn’t much land enough for houses, roads and for the overpopulation in urban areas. One more example is forest blazes. Thousands of trees are lost each year because of the forest fire. It happen s due to extreme warm summers or milder winters. As a result, deforestation can affect a lot on nature. As we know, trees play an important role in controlling climate balance and global warming. They release water vapor in the air, give shades so that soil is kept moist and is prevented from erosion and utilize the greenhouse gases. They also protect some areas from floods as trees absorb and store large amount of water with their roots. In addition, the falling of trees can cause wildlife extinction. Because forests and jungles are natural habitats for wild animals, when these places are destroyed, the animals have nowhere to live. They are forced to move to a new location, some of them are even pushed to extinction. To stop these terrible effects from happening, we need to have solutions to this problem. So as to reduce the number of trees falling down, the government should make a series of rules and laws of cutting trees. Also, clear cutting of forests must be banned. And they should have a policy of planting young trees to replace the older ones tha were cut. We should make a mov e as soon as possible, to save the trees for our future.

Imitation a story Essay Example | Topics and Well Written Essays - 500 words

Imitation a story - Essay Example The main objective of writing a script is to be clear, concise and accurate. First, the headline is expected to give a summary of the story and catches the attention of the reader (Simnet & reed 2). The lead paragraph should consist of simple sentences. Moreover, the sentences should be constructed using one subject and one verb. The writer is expected to avoid the use of words such as however or furthermore as they complicate the sentence. The first paragraph is expected to contain a placeline. A placeline captures the attention of the reader and introduces the story. The 5 W’s of writing should be answered with the first paragraph. The 5W consists of questions such as what happened, Where, Why and Who (Simnett & Reed 2). The first paragraph contains the most important information about the story. The script is also expected to transition smoothly from one paragraph to the next. The writer should avoid repetition and is encouraged to use direct quotations as they add to the a ccuracy of the information. The simple sentence structure is Subject-Verb-Object (Allen 13). The story should be based on factual events. The language of the article should not describe the news. The writer is expected to let the listeners decide whether the news is good or bad (Allen 14). Pompeii - 2000 people died owing to a volcanic eruption in the Italian region of Campania. The eruption of Mt. Vesavius occurred on Tuesday at 4:15am. The eruption occurred unexpectedly destroying the entire city in its wake. A spokesman for the refugees of the city claimed that people were unprepared for the unexpected tragedy. One witness told BBC that the inhabitants of the city were reluctant to leave their homes, believing that the impact of the eruption would not affect them. On a visit to the region of Campania, the Senator said, â€Å"Only the gods can explain why this catastrophe would befall such a beautiful city.† The senator told the citizens of Campania that the tragedy was an

Midterm question Essay Example | Topics and Well Written Essays - 2000 words

Midterm question - Essay Example However, since humans are not purely rational, they are prone irrational behaviors and hence the need for a code of ethics to establish relations in an organizations. Indeed, the possibility of having rational and irrational perspective gives rise to a moral consideration in business deliberations according to Kant. Most notable is the fact that reason supersedes any decision and reason gives a moral direction that abides with the law. In fact, Kant reckons that whether a moral act is right depends on the correctness of the actor’s reasoning. According to the Utilitarians, the morality of any action absolutely relies on its utility in providing happiness or pleasure. As such, the Utilitarians define morality or ethical tenets in relation to the outcome of the action. Furthermore, John Stuart Mill respects the value of the natural world and the environment by arguing that destruction of the environment and a reduced quality of life leads to reduced growth in an organization. In analyzing the business model of the Walmart and McDonald’s Corporation, the two dimensions of moral worthiness of an act in an organization will apply. Walmart Corporation is an international company with its headquarters based in Wal-Mart Home Office complex in America (Walmart). Walmart business model associates with selling a wide variety of general merchandise at significantly low prices. This seemingly relates to Utilitarianism define morality or ethical tenets in relation to the outcome of the action. Indeed, the morality of this act derives its worthiness from the profits collected from such a strategy. More so, in U.S and Canada, the company equally employs greeters and designates them at strategic places in the entrance of the store to assist the customers get what they want and give feedback. As such, the corporation plays a huge responsibility in creating quality products and marketing them in an ethical manner. This relates to Kant’s view that it is the mo tive and free will behind every action that derives the action moral worth and not the outcome of such an action. Moreover, these moral acts are compliant with the law. Furthermore, the company refers to its employees as associates thus motivating them in their work. Clearly, the corporation does this with reason and at free will as established by Kant’s view. Nevertheless, Walmart business model attracts serious criticism relating to extensive foreign product sourcing, treatment of employees and product suppliers, and environmental practices. Overall, Walmart has successfully offered goods at low prices for working families and subsequently gaining competitive advantage in the market (Walmart). McDonald's is the world's largest fast-food company (McDonald’s Web).  However, the model of business in McDonald’s faces a lot of criticism relating to its menu, its expansion, environmental policy, health policy, and labor record. Indeed, there have been consistent a llegations of corruption at the McDonald. The corporation faces accusations of increasing its profits through political influence. This subsequently has adverse effects on human health especially children who suffer obesity and social conditions of its workers. This is against the law as seen in the documentary film Super-Size Me by Morgan (Supersize Me). As we can see, the McDonald’

Health Beliefs of Christian Science Followers Research Paper

Health Beliefs of Christian Science Followers - Research Paper Example In the prior twenty-five years, a resurgence of interest in the spiritual dimensions of human health has given reason and foundation to the thought that the preference of medical science over that of religion may be weakening. Christian Science was founded in 1866 and the founder later founded the Church of Christ, Scientist (Singh, 2009). A 25-year-old pregnant female arrives at the emergency department, accompanied by her husband, with complaints of severe pains and abdominal cramps. Further examination by the physician discovers that she is suffering from an ectopic pregnancy. The diagnosis and plan of care are explained to the patient by the physician. The proposed treatment plan includes the insertion of an IV, pain intervention through the use of medication and surgical intervention. Surgery will remove the developing cells which could potentiate a need for the administration of blood products and IV antibiotics. The couple refuses surgery by their religion and explains that they are Christian Science followers. The physician is insistent and explains ectopic pregnancy and the in inherent risks and cautions that the surgery must take place within the hour. The physician explains fully the implications of an ectopic pregnancy. An ectopic pregnancy develops outside of the uterus and the embryo implants in an area other than where it should, which is the endometrial layer of the uterus. The travel of the embryo through the fallopian tubes is altered in some way in these pregnancies. Up to 98% of these pregnancies develop in the fallopian tubes (Mcqueen, 2011, p 50). It is a leading cause of first-trimester mortality.An ectopic pregnancy is usually not capable of survival through the pregnancy can grow large enough to rupture the area that it is in which can cause severe and heavy bleeding which endangers the life of the mother. These pregnancies damage the fallopian tubes and must be detected and treated early to prevent severe bleeding. One that has ruptured will bleed slowly into the abdomen and is considered a medical emergency.

Family Biography Essay Example | Topics and Well Written Essays - 1000 words

Family Biography - Essay Example This paper illustrates that the author’s parents met many years back when they were appointed as prison guards in OJT. At that time, his Dad was divorced and was 30 while his Mom was married to another man and was 25 years of age. His Mom and Dad started seeing each other about which his Mom’s husband knew nothing. They fell in love with each other. His Dad could do anything for her because she was smart, skinny and attractive. He would drive miles just to see her for an hour. To the author, he was a very superficial person giving importance to looks rather than the person inside. He always liked skinny women and loathed bigger ones. As for his Mom, even though she was pretty, she was very rude and rough in her behavior. That is why she did not have many friends. Since she was attractive, nobody ever held her accountable for her terrible behavior. She always thought that she was right even when at times she would be wrong. She has always been very bossy in nature and ob livious to what others think of her. She was, and is till now, very possessive toward the author. The researcher knew that she loved him very much but her possessiveness and messing with everybody who tried to pick a finger at the authorreally ripped the researcher of his personality. The researcher was not humble anymore. Until now, the researcher share a love-hate relationship with her and the reseahasr have not been able to change his feelings toward her no matter what she does for him.  ... I would miss my older Dad too much and developed a constant hatred for my Mom for tearing apart the family. I knew she was the one who had always started the fights. But now, everything had changed and a new guy had come into my life as my real Dad. I came to know about this fact when I was about 7 or 8 years of age and I would not understand why it all happened. After a couple of years, I realized that my Mom was getting better along with my Dad. They seemed to love each other quite well. They would take me for outings and helped me do my homework. We became a happy family. My Dad is a bit superficial person in that he likes me being always in good shape. He likes cars, houses, money and beauty. But still I think I like him a lot because he enjoys sports with me. He attends my parent-teacher meetings with my Mom. I like both of them being there for me whenever I need them. They communicate with me whenever they want me to do something for them and make me understand the logic behind . When I was growing up, I wanted to be a doctor. My parents wanted me to go into law school. So, they made me understand why they wanted me to become a lawyer. Once I got into the habit of coming home late in the evening because I started hanging out with my friends. My Dad did not shout at me; instead, he talked to me about the issue. He made me understand why late nights would be harmful for me. I understood and straightened myself. We go to visit friends and family and invite them to our house. My Mom, at times, shouts and makes issues of small things but my Dad and I handle her quite well with her temper tantrums. I wish she could leave

Professional Development Assignment Example | Topics and Well Written Essays - 3750 words

Professional Development - Assignment Example As I began to consider civil engineering as a suitable career, I became more aware of the time that I spent studying and learning, at my own will, about a great deal of construction, design, and architecture topics, along with mathematics, science, and project management that are all relevant to civil engineering. I am an observant listener and I believe that learning from others’ advice and experiences will be useful input for career development, especially from those who are engaged in the civil engineering profession. At present, I do believe that I possess a number of skills and attributes which may be valuable if I pursue my preferred career, such as technical skills for design and construction. My analytical and problem-solving skills and excellent use of computer applications are significant in dealing with engineering projects in the future. Moreover, I also possess soft skills such as confidence and team spirit which may be favorable in working with a team. Team performance has been suggested to significantly influence organisational performance (Tarricone and Luca 2002), making such skills critical in contemporary organisations. I strongly believe in the power of motivation and I try to be a good example to others, especially when faced with difficulty. I do not fear unexpected comes as I trust that there is always a solution to a problem. In a state of uncertainty, it is better to be creative and make the best use of opportunities (Vakola and Nikolauo 2005). However, I also have weak points, particularly in management skills. Although I can consider myself as capable of managing projects with my technical abilities and dealing with other people through my values, these are not enough. There is a need for engineers to be highly capable of managing all processes involved in a managerial role to allow for coherence and holism. I find it difficult to be organised, and this is a

Scholarly Argument Essay Example | Topics and Well Written Essays - 1500 words

Scholarly Argument - Essay Example Those who are against this form of union by marriage are of the opinion that it is religiously incorrect for individuals from same sex to get married, this form of marriage will lead to weakening of the institution of marriage, legal status of this form of marriage will be manipulated by those who are not even involved in this form of marriage, these marriages cannot be recognized a marriage because these marriages do not lead to formation of traditional family system, acceptance of this form of marriage will lead to a slippery slope and other issues will be raised and parents of the same marriage will fail to provide knowledge regarding the difference between male and female to their children. Thesis Same sex marriage should be awarded with legal status because it will lead to the wellbeing of the society as it has more benefits to offer to the society than costs on the basis of cost benefit analysis. Same Sex Marriage Should be legalized Introduction Legally, marriage has been defi ned as the union between two individuals representing different gender and is the eventual method through which partners express their affection for each other. The constitution of the US has not yet accepted same sex marriage as a legal marriage even though the society has accepted such unions. A change in the structure of families within the US societies has been experienced and a huge number of stakeholders are raising their voice in the support of such marriages. Similar gender marriages should be awarded with the legal status by the constitution of US because it is a discriminatory act to treat same sex couples and different sex couples differently by law, they even believe that this form of marriage is ethical as it has more benefits to offer than costs, these marriages have gained social acceptance, a few of the states have even legalized this marriage, legalization of same sex marriage will allow same sex couples to enjoy the same rights as different sex couples. Body Marria ge is a Worldly Act Groups that are religious in nature are of the idea that same sex marriage is against religion and is even equal to a sin as such marriages are against the will of God, the reality is that religion even supports love and affection and due to this such marriages should not be considered as a sin. The constitution of US has stated that under the 1st Amendment all individuals residing in US will be protected by law for their own religious views (Davis 158). Marriages are seen as a worldly act and if legality of marriage is based on religious grounds, policy makers are working against their own policies (Stevens 261). Illegal Status Deprives Couples from Legal Benefits There are several benefits enjoyed by couples when they get married, they benefit from different rules regarding taxation, insurance, ownership of assets rule of agency. Gay marriages even positively impact various judgments. Health care law states that only couples who are married are allowed to make decisions for each other and are allowed to meet each other if one of the couple is hospitalized (Luppino 79). Since gay marriages are not yet realized as legal, the couples

Deaf Community Church Essay Example | Topics and Well Written Essays - 750 words

Deaf Community Church - Essay Example What had been learnt in class is only theoretical language that needed to be practiced practically in the real life situation by meeting the deaf and talking to them in order to gauge my knowledge of understanding the language. The purpose of the visit was also to have an understanding of what this community feels like. One can only understand if you have an experience with them to see how they are friendly, how they joke, and how much they enjoy the service? As I was going to this event, I had one question to answer during this course, what exactly make this community bond so strong? It became so had at first to figure out this bond but as I observe them communicating through signs with each other, I realized that these people understood one another because of their common experience that resulted from their state. The fact that they were using the American Sign Language (ASL) was the most important thing that kept them bonded so strongly. Some body watching from far distance would not expect this event to be fan especially a church service that I attended, and as a matter of fact, I belonged to that category. I expected a boring event full of only deaf and feeling nervous without knowing where to start from. An event full of only deaf people came into my mind that it could only be a very quiet place with people only in sign language. Actually after the event, I realized that it was actually not boring or even silent as I had thought. Before that, as I entered the church compound, I thought of finding a place to sit as I meditate. I was feeling nervous. Besides the church under a tree, there was a bench with two ladies sited on it and signing. My challenge was, they just sat with little space left even though the seat looked spacious, so I had to open a conversation to request for a place to sit. Little did I know that it was an opportunity for me to start a conversation that took long to reach its end

Yes or no, did Roman architecture show any artistic advance over Greek Essay

Yes or no, did Roman architecture show any artistic advance over Greek architecture If so, how; if not, why not - Essay Example Nonetheless, many of the buildings were turned into places of worship during the Christian era. This paper highlights how Roman architecture shows artistic advances over Greek architecture. Roman culture and architecture, in specific, is established on that of the Greeks. In the republican period, Roman architecture merged Greek components and developed structures like the curved arch and the round temple. The principle Roman advancement in architecture was the establishment of sophisticated arched construction. This is where a ceiling is held by arches. During the Greek era, arched building was uncommon and straightforward. The common style of construction was referred to as post-and-beam (Kleiner 14). This was made up of vertical posts that held horizontal beams. The Romans also made advances in the building materials. Early Greeks used stone, mud, plaster, and wood in their buildings. In their natural form, these structures could not exist for long. Nonetheless, the Greeks built their temple with limestone or marble. Moreover, early Romans also used similar materials, especially limestone and marble. The Romans advanced building materials by utilizing concrete in many of their structures. Concrete is a combination of lime mortar, sand, and water. It is stout but light, permitting the Roman architects to build free-flowing and larger buildings. In addition, temples are the only form of Greek architecture that are still in existence (Ching, Jarzombek and Prakash 59). These structures were discernible on the inside and ornate on the outside. Conversely, Roman structures still exist. This is because of their progress in building technology. Unlike Greek structures, Roman buildings were ornate both on the inside and outside, showing the desire f or pleasure. Also, Romans improved the construction details. Greek buildings are usually of post and lintel and rectilinear construction. The

Marketing Mix Essay Example for Free

Marketing Mix Essay Abstract In this paper I will define what a good marketing mix requires and describe how a company uses this process to market their product. I have chosen Anytime Fitness as my company to do my paper on. Anytime Fitness is a unique style of fitness club that is in a very competitive market place. Their marketing mix focuses on all of the four Ps to attract customers. They locate small neighborhood clubs close to where people live and work. They are a no frills workout center that offers weights and cardio equipment. This allows people with busy lifestyles to workout whenever they have time. Anytime Fitness also offers a very good pricing plan for individuals and families. Marketing Mix Even with the economy that appears to be slowing down some business are still growing. With people wanting to lose weight and get in shape some fitness clubs are still expanding. The low cost approach that Anytime Fitness has may be a big reason for their continuing growth. With a good marketing mix Anytime Fitness is a fast growing business. They have tailor made their fitness clubs with the busy person in mind. Anytime Fitness offers small workout centers within three miles of most of their customers homes or work. I will show in this paper what different type of marketing mix Anytime Fitness uses to be a leader in market. Definition A good marketing mix includes four main points. These are considered the four Ps of marketing. Product is the first item; this can be an actual product or a service. Other things that are considered part of the product are the quality, style, and even packaging. The next item is price decision. This includes pricing strategy, suggested retail price, volume discounting and wholesale price. There could be other items included in pricing but not limited to seasonal and bundling pricing (The Marketing Mix, 2007). Place is the next of the items that make up a good marketing mix. This is also considered the distribution of the product or lets just says getting the product to the customer. This could be the location you plan to provide your service or product. Generally speaking distribution includes warehousing, distribution centers, order processing and transportation. The  final stage of a good marketing mix is promotion. This stage includes promotional strategy, advertising, personal sales and sales promotions (The Marketing Mix, 2007). Product The term product refers to tangible, physical products as well as services (The Marketing Mix, 2007). I believe the product that Anytime Fitness offers is a great product which is a basic workout center. They have free weights, weight lifting machines and cardiovascular equipment. They also offer free unlimited tanning with most memberships. All the workout centers are open twenty-four hours a day, three hundred and sixty-five days a year. This is possible by allowing members in the gym when it is not staffed. This also helps to reduce the cost of operating the facilities as well. To allow this to happen, each member receives an electronic key that opens the door. They have a monitor that sounds an alarm if two people try to walk in at the same time. The also have several security cameras that can be monitor at any location a manager or owner may want to use. Place Place is concerned with all the decisions involved in getting the right product to the target markets Place. A product isnt much good to a customer if it isnt available when and where its wanted (McCarthy and Perreault, 2005 P 39). Anytime Fitness lives and breathes this statement. This is one of the items that made me change from the mega gym that I was previously a member of. Anytime Fitness locates all their workout centers in small shopping centers close to their members home or places of work. The average distance a member travels to reach a workout center is three miles. They are also opening new clubs at rate of more than one a day. They also are one of a few fitness franchises to succeed in smaller population centers traditionally ignored by larger clubs (Anytime Fitness, 2008). Price You might think that lowest price is always going to win. This statement could not be farther from the truth. The best price for the product or service is a more accurate statement. I have one fitness club that charges eighty dollars a month per member. They offer a product that is more than just a workout center. I do not know all what they offer but it appears they offer activities for the kids, rock climbing classes and basically just a  place to relax. So for some people the eighty-dollar price tag is a good deal. The gym I was formally a member of offered all different types of group workout type classes and individual trainers. They also had a smoothie bar, a large locker area with a sauna. The price there was forty-five dollars a month. This was a good price point for what was offered. Anytime Fitness price is only thirty-five dollars per month but as I have described earlier this club just offers a basic workout facility. Promotion When planning a promotion you have to also have planned a budget for your promotions. Publicity and public relations are also part of the promotions part of a good marketing mix. Anytime Fitness is not only the largest fitness club but also the fastest growing, fitness club franchise in the world. They nearly doubled in size from 308 to 604 clubs in 2007. They plan to open their 1000th club in 2008 (Anytime Fitness, 2008). One of their promotions that I took advantage of was a pricing promotion. This was a grand opening pricing promotion. When my son signed up for thirty-five dollars a month he was told that his whole family could sign up for a monthly rate of fifty-five dollars. I was currently paying forty-five dollars a month for just myself. I now have my wife and daughter signed up with my son and myself for only fifty-five dollars. Good promotions will usually draw in new customers but you also have to weigh the cost of every promotion. Conclusion There are many different factors involved in a good marketing mix. Even though there are only four main categories, these points are broken down into many different points. This is all a part of a good marketing plan. The market place is very competitive all going after the same customers. The companies that succeed find ways to attract a large portion of these customers. As you can see different people have different opinions on what a good deal is. Anytime Fitness is marketing their product to the busy person who is looking for more of a convenience style club than a club with many different options for exercising or in some cases even entertainment. I personally prefer this style club to the mega clubs. I was a member of a small club very similar to Anytime Fitness when it built a mega club and closed all the smaller clubs in the surrounding area. I  constantly had trouble finding open equipment to use and when I was finally done workout and needed to shower to go to work there was never a shower open. Anytime Fitness found a market they had a chance to succeed in. Their marketing program has help to make them a very successful company. References: (2008). The Anytime Fitness Story. Retrieved April 5, 2008, from Anytime Fitness Web site: http://www.anytimefitness.com/corporate/about(2007). The Marketing Mix. Retrieved April 6, 2008, from Net MBA Business Knowledge Center Web site: http://www.netmba.com/marketing/mix/McCarthy, E, Perreault, W (2005). Basic Marketing.New York: McGraw-Hill/Irwin.