Russian Avant-Garde in History of Modern
Art
The Russian avant-garde is a massive wave of
non-traditional, experimental, and innovative art
that covers the period from the end of the
19th century to the middle of the 20th century in
Russia. Inspired by French Symbolism and Post-
Impressionism, it introduces new techniques and
various art movements, such as Neo-
Primitivism, Futurism, Cubo-Futurism,
Constructivism, and Suprematism (Erjavec 3).
The book chapter describes the history of the
Russian avant-garde through the movements
and exposes the most significant artists and their
works.
It is highly essential for readers to know avant-
garde’s prehistory and the significant artists of
every movement. They may discover the World
of Art movement and the collections of
Shchukin and Morozov that had projected a
massive influence on the Russian avant-garde.
They receive the essential information
concerning unpopular Rayonism and its creator.
This chapter gives a chance to get acquainted not
only with modern but with ancient Russian
forms of art, such as lubok prints and icon
painting. Readers will get more information
about Kazimir Malevich and Vasily Kandinsky,
the most outstanding and well-known exponents
of the Russian avant-garde (Arnason and
Mansfield 202). The images attached to the
article provide a clearer insight into the meaning
of modern art.
The text about Russian avant-garde offers all
necessary information for the individual
examination of this period in art. This research
helps to get acquainted not only with new avant-
garde movements but with the elements of
Russian culture as well. It helps to discover the
new artists of the Russian avant-garde and
motivates them to examine their works in the
future.
Martin Seligman’s “Flourish” and Modern
Psychology
Introduction
Martin Seligman is a famous American
psychologist whose contributions to the field of
psychology are studied worldwide. Seligman is
the father of modern positive psychology
because of his well-being theory as a part of
psychology research (Cherry, 2018). In 2011, he
introduced a non-fiction book Flourish, with the
purpose of explaining the idea of well-being and
flourishing in human life and its critical
measurement techniques. This work was
published by Free Press (New York) and gained
recognition worldwide within a short period of
time. It was translated into many languages,
providing different nations with an opportunity
of learning his study. In this report,
Seligman’s Flourish will be summarized and
analyzed to understand the worth of his work
and its application to modern psychology.
Summary
There are ten chapters in Flourish, divided into
two major parts. The first section, “A New
Positive Psychology”, explains the essence of
human well-being and the main ingredients of
positive psychology. The second section, “The
Ways to Flourish”, contains a thorough
description of his research, with a number of
tables and figures being used as evidence. Each
chapter in both sections has specific goals and
main points, which shows the relationships of
the book with the field of psychology.
Chapter One
The first chapter of Flourish aims at providing
the background of Seligman’s studies. There
was the moment when Seligman (2011) began to
“rethink happiness” as there is a “huge hole” that
“omits success and mastery” (p. 10). Instead of
interpreting happiness as a thing “defined by life
satisfaction”, he uses the term “well-being” as a
construct that has to be measured (Seligman,
2011, p. 15). He created authentic happiness
theory about a decade ago, and now, he
questions its elements through the prism of a
new theory. The acronym PERMA (positive
emotion, engagement, positive relationships,
meaning, and accomplishment) is introduced to
measure well-being and human flourishing
(Seligman, 2011). Life satisfaction is hard to
measure, and well-being properties are easily
recognized either in relation to each other or
independently.
Chapter Two
In the next chapter, positive psychology
interventions are discussed to prove their
effectiveness in exploring the assessment of
human behaviors. Such practices as the
“Gratitude Visit”, “Three Blessings”, and
“Signature Strengths” help students and other
stakeholders of psychological research to grasp
the meaning of positive psychology. Many
people do not believe in the power of
psychotherapy, and Seligman (2011)
recommends using it as a part of treatment for
patients with depression and other mental health
disorders. If participants are involved in the
offered psychological practices for more than
six months, improvements can be observed.
Chapter Three
In the next chapter, attention is paid to the
connection between biological psychiatry and
clinical psychology and the effects these fields
have on a treatment process. According to
Seligman (2011), there are many barriers (roads
with cones) in the intention of care providers to
help patients, and the neglect of happiness and
well-being is one of them. A new approach to
cure is based on positive psychology and
emotions people experience when they take
medications, communicate with doctors, or pass
tests.
Chapter Four
Applied positive psychology consists of many
elements, and the master of applied positive
psychology (MAPP) program reveals its worth.
Seligman (2011) devotes the whole chapter to
this concept as it helps understand the
challenging nature of the content, personality
transformations, and calling. The application of
the MAPP is a unique opportunity for students
of different ages to benefit from positive
psychology and education and promote
successful treatment outcomes.
Chapter Five
As soon as the idea of positive education is
mentioned in the previous chapter, the author
focuses on the importance of well-being
education in schools via different projects.
Seligman (2011) underlines that as a part of
education, positive psychology could prevent
depression and other psychological concerns
among students and enhance happiness and
satisfaction. The example of Geelong Grammar
School serves as evidence of the correctness of
his approach.
Chapter Six
The sixth chapter introduces a new part of the
book. Its purpose is to introduce a new theory of
intelligence and success through skill and effort
development (Seligman, 2011). GRIT is used as
one of the tests to be offered to people and
evaluate their skills in different contexts. As
soon as an individual understands if his or her
knowledge is enough for further growth, the
importance of education is revealed.
Chapter Seven
The essence of this chapter is to demonstrate
how the army could influence people and their
social interactions. Being constantly involved in
research practice and psychological
experiences, Seligman (2011) focuses on the
psychological and physiological aspects the
army could promote in humans. There are many
people who have post-traumatic stress disorder
(PTSD), and the psychological strength of
soldiers is a significant element in well-being
studies.
Chapter Eight
This chapter is a continuation of the discussion
about PTSD and the role of the army in human
life. Military experiences vary and leave
different traces in people’s relationships.
Seligman (2011) is not able to focus on all
possible outcomes but pay close attention to
such feelings and behaviors as guilt, anxiety,
relief, and fear. It is necessary to deal with
challenges to promote well-being, and the US
army turns out to be a source for better family
life, good physical health, and deep feelings.
Chapter Nine
As well as any theory and policy, the well-being
theory could have its opponents and supporters.
Seligman (2011) uses the concept of positive
health and proves that psychological optimism
has to be associated with physical conditions
like cardiovascular health, infection control, and
physical exercises. Longitudinal analysis results
and other qualitative data are used as evidence
to prove the position that positive health could
extend life span and reduce morbidity.
Chapter Ten
The final chapter of Flourish focuses on
political and economic institutions that play a
key role in the promotion of positive
psychology. The author explains that money
should not determine the quality of life, but
wealth remains a significant factor that is “in the
service of well-being” (Seligman, 2011, p. 221).
Positive psychology, well-being, and health are
interrelated concepts that have to be thoroughly
investigated in the future.
Analysis
The main achievement Seligman demonstrates
in his book is the establishment of a new
psychological model that is based on well-being
and positive psychology. The author uses
personal experiences, knowledge, and
interpretations of meetings and cooperation with
different people to underline why rethinking his
past project is important. The organization of the
book successfully contributes to the chosen
content and goals of writing. First, Seligman
develops a theoretical framework for his study
on flourishing and well-being. Then, credible
evidence and techniques are used to gather and
analyze information about human emotions,
relationships, and attitudes towards the world
and people.
Each of the ten chapters in the book has its
purpose and examples. It is not enough for
Seligman to introduce the new theory and prove
its worth. The author admits that his past
findings are not full, and much information is
omitted that prevents the discussion of positive
psychology to its full extent. Cherry (2018)
admits that Seligman’s research overcomes the
existing pessimistic attitudes and demonstrates a
deep interest in optimism via promoting positive
emotions, meaning, accomplishment,
relationships, and engagements. This PERMA
concept is a powerful tool in positive
psychology, as well as in the evaluation of social
interactions.
One of the most appropriate criteria to judge the
book and identify its success in relation to the
field of psychology is the association between
the reader’s expectations and actual findings
after reading it. Seligman (2011) sets a clear and
definite goal at the beginning of his book, which
is to help the reader flourish. In my opinion, the
author succeeds in completing the task and
explaining why well-being has to be recognized
as one of the central concepts in human life. In
their intention to be healthy and follow the
established treatment plans, many individuals
neglect the role of positive emotions, optimism,
and psychological support. Positive psychology
is created as an improvement of the quality of
life, and Flourish is a source of motivation for
researchers, psychologists, students, or a
random reader.
Conclusion
Seligman’s Flourish turns out to be a helpful
guide for researchers and psychologists who use
the concept of well-being in promoting high-
quality standards in human relationships and
life. Discussions in the field of psychology are
always unpredictable and educative. This area
continues developing, and the new theory
offered by Seligman is developed to underline
the worth of personal experiences and
knowledge. Flourish contains descriptive
analysis, tests, and interpretations to prove
psychology as a multifaceted discipline with a
variety of perspectives and processes. Every
individual has his or her preferences and needs,
depending on the context and the environment,
and well-being is a common goal that has to be
achieved.
Political Parties in the Modern America
Introduction
Modern political life of any country impossible
imagines without political parties. Political
parties introduce the political life of the country
through the ideas and considerations which are
put in the basis of these parties and are the main
differential features, which make the opposite.
American political life is fulfilled with the
political parties which make up the government
of the country and should function of the benefit
of the whole society.
The history of the modern American parties is
very long, and its role on the democracy of the
country is significant. It is not the secret that
every party should be responsible before the
nation for its actions. Responsible Parties Model
may be characterized according to the following
features: (1) the politics and promises of the
parties should be specific, (2) the specific
promises should be acted on and carried on by
the parties, when they are in the office, (3)
parties should be in constant opposition, and
those who are out of power should search for the
alternatives to the decisions made by the parties
with power, (4) the difference between the
ideological considerations of the parties should
be significant (LeLoup 11).
Main Body
A Responsible Party Model: characteristic
and discussion
Considering the usage of the Responsible Parties
Model in the modern America, it can be
mentioned that it failed to be provided. The
reasons for this may be numerous, the promises
cannot be absolutely specific as people in one
society search for the improvement in their lives
in the same spheres. Moreover, in the condition
of present separation of power, it is impossible
to follow and to act on all issues, which are
mentioned in the model. The current crisis
makes political parties in power provide the
changes and the reforms of the economical life
of people with the aim to improve their
economic position and do not have time to care
about the political changes which were promised
by them.
Except the political parties, there are a lot of
other issues and concepts which can be
considered as the various forms of political
participation. Having provided some researches
it was concluded that there are a lot of other
forms of political participation. The types of the
political participation are (1) voting in national
elections and on referendum, (2) different
campaigns which occur during the elections, (3)
different pressure groups, demonstrations, some
industrial strikes (the aim of which is political),
and other political activities which objectives
are to change the public policy, (4) different
social policies, different forms of disobedience,
which have civil or political nature, and (5)
different social organizations and political
parties, which are created by the society in order
to provide their opinion to the government
(Axford and Huggins 123).
Various forms of political participation
Having considered different forms of political
participation, it is possible to mention that
democracy is impossible without political
participation and that government cares about
the rights of those who take in such
participation. The information between
government and society is mostly provided
through the political participants and,
furthermore, people are involved in the political
life of the country by means of the political
participation (Inoguchi and Marsh 196).
Conclusion
In conclusion, political parties of the modern
society are the main political participants of the
political life, which should tend to follow the
Responsible Parties Model. In the modern
conditions this model fails to be provided but in
future it may be implemented. Parties are not the
only participants of the political life in the
country and which can be influential and deliver
the information of the political life of the
country.
Art and Modernity. New Movements
The modernity era was characterized by
industrialization, capitalism, urbanization, and
secularism. It brought wide changes not only to
people’s lives but also to the world of art. Many
artists responded to the progress of modernity in
an unusual way. Some, like Picasso, scared the
audience with geometric forms of human bodies.
Russian avant-garde chose a defensive position,
refusing to believe in the positive side of the
progress. Surrealist Salvador Dali represented
chaotical and paradoxical elements in his
pictures. The world of art reacted to the changes
with non-traditional ways of reality
representation creating new movements.
Cubism, with its angular and sometimes
monstrous forms, has become one of the
brightest movements of the modernity era. In
1907, Pablo Picasso created the picture Les
Demoiselles d’Avignon (The Young Ladies of
Avignon). The painting depicts five nude
women having figures with straight lines and
sharp corners. Apart from being the first Cubism
piece of work, this painting also reflects
different periods of Picasso arts. Inspired by
African culture, Picasso depicted two women on
the right side of the picture with African masks.
At the same time, the tones of the painting
remind of Picasso’s Rose and Blue periods. The
researchers also see this piece of art as
revolutionary. According to Chave, “Picasso’s
picture has been held to mark or even to have
precipitated the demise of the old visual order
and the advent of the new” (596). The plot of Les
Demoiselles d’Avignon has sexual context as the
represented women are the prostitutes in a
brothel on Carrer d’Avinyó in Barcelona. The
style and plot of the picture caused controversy
among the contemporaries of Picasso.
The audience of that time did not accept the
painting. As Chave notes, the picture seemed
mad and monstrous to many, and the men
viewers even felt as if they were victims of
depicted prostitutes (596). Researchers consider
that men became the main audience for that
piece of work and were terrified by geometric
forms of female bodies and uncertainty that
hides behind African masks (Chave 609). The
painting, depicting one of the most vulnerable
female groups involved in the sex industry, also
causes debates from a feminist perspective.
Chave finds the picture offensive and attractive
at the same time, seeing its attractiveness in the
fact that the painting “makes fun of the
prostitutes’ clients, despoiling their sexual
appetite” (599). Thus, it is possible to agree that
Picasso tried to make people reconsider their
view not only on art but also on sexuality.
An unusual answer to social and industrial
changes during the modernity era was given by
Russian avant-garde. According to Groys,
Russian artists were “far from enthusiastic about
technology or inspired by a naive faith in
progress,” seeing the destructive effect in those
changes (15). One of the artists who responded
to modernity destructions with modern methods
was Kazimir Malevich. His most famous and
peculiar picture Black Square, created in 1915,
belongs to the Suprematism movement and
depicts a black square figure on a white
background. This picture became a “sign for the
pure form of contemplation” (Groys 16). The
object of that contemplation became nothing in
the form of the black square, as Malevich felt
that the progress was moving to nothing (Groys
16). Suprematism was characterized by simple
geometric shapes, usually of different colors. In
this context, Malevich’s Black Square, with its
blackness, managed to express nothingness even
more brightly. It is possible to agree that this
picture represents a new level of reality
belonging to the subconscious world.
This painting became revolutionary, expressing
an absolutely non-traditional way of art
representation. Russian avant-garde artists,
including Malevich, believed that traditional
methods were not able to respond to new forms
of reality (Groys 15). Given the revolutionary
nature of the work, it can be assumed that
Malevich was not interested in the reaction of
the audience, but in the opportunity to express
his thoughts and concerns. Malevich considered
that the technological invasion destroyed the
harmony that existed between “the original
suprematist elements” of classical art and nature
(Groys 16). These elements were previously
perceived subconsciously, but with the
destruction of that harmony, it became necessary
to reveal them (Groys 16). Thus, Black
Square became the symbol of the subconscious
world and expressed resistance to modernity.
Another modern movement that impressed
viewers with its unusual and paradoxical forms
was Surrealism. Developing out of Dadaism, it
emerged as a movement in France in the 1920s.
Researchers note that Surrealism founded itself
as “the re‐establishment of what had been lost,
as the recovery of elemental and universal forces
which modern society was in the process of
destroying” (Richardson 132). It is interesting to
discuss one of the most famous surrealists,
Salvador Dali, and his painting The Lugubrious
Game, created in 1929. The picture was among
those works that Dali wanted to represent in his
first solo exhibition in Paris.
The Lugubrious Game can be called attractive
and repulsive at the same time. Various objects
and creatures are presented in a chaotic but
organized manner as a mixture of reality and
fiction. The painting represents some objects
and themes that are typical of Dali’s art in
general. For instance, there is an image of a
locust depicted on Dali’s face, which hints at
personal and biographical motives. Many
objects, such as female hips, also vividly
illustrate the theme of sexuality. Huge steps
leading to the unknown are represented on the
right side of the picture, and on the left side,
there is an impressive monument and sculptures
of lions.
The painting caused controversy, and some
elements seemed even offensive to the audience.
For instance, according to the study, Breton
found the most vulgar figure was “the man in the
lower right hand corner whose shorts are visibly
soiled with excrement” (Rothman 8). However,
it was claimed that Dali, with that picture,
opened “the mental windows” really wide
(Rothman 8). Dali himself saw the depicted
objects as mattered in themselves and wanted
“to liberate all things – especially the tiniest of
things – from the minds that would control
them” (Rothman 11). It is possible to agree that
Dali opened his mind to the audience,
representing his own nightmares and dreams
mixed with the reality that is peculiar and scary
as well.
One may conclude that the modernity era
created artists whose picture of the world did not
meet traditional views on art. Some artists,
including Picasso, living in times of great
changes, were not afraid to bring even greater
changes to art, creating new movements.
Russian avant-garde artists expressed protests to
the new era and its progress. Surrealists tried to
re-establish something that was lost in a
whirlwind of modern time, filling simple objects
with deep meaning.
Works Cited
Chave, Anna C. “New Encounters with Les
Demoiselles d’Avignon: Gender, Race, and the
Origins of Cubism.” The Art Bulletin, vol. 76,
no. 4, 1994, pp. 596-611.
Groys, Boris. The Total Art of Stalinism: Avant-
Garde, Aesthetic Dictatorship, and Beyond.
Verso Trade, 2011.
Richardson, Michael. ““Other” Surrealisms:
Center and Periphery in International
Perspective.” A Companion to Dada and
Surrealism, edited by David Hopkins, Wiley
Blackwell, 2016, pp. 131-143.
Rothman, Roger. “Object-Oriented Surrealism:
Salvador Dalí and the Poetic Autonomy of
Things.” Culture, Theory and Critique, vol. 57,
no. 2, 2016, pp. 176-196.
Differences of Realism, Naturalism, and
Modernism Periods in Art Research
Introduction
There are three main periods in the history of art
(Realism, Naturalism, and Modernism), and
each of them has its worldview that is
manifesting through its works. Understanding
the differences between them helps a person
orient themselves in the culture more
confidently and see the whole picture, reflecting
streams of imagination of their time.
Main body
Naturalism is an exaggerated part of Realism,
while Modernism differs from them
principally—the former two accent the outside
world where their characters and plots take
action. Modernism speculates more on the inner
dimensions of human consciousness and soul
when the external aspect of history is in the
background. It is crucially important to
understand that such a transition from one
principle to another is not a coincidence and
depicts changes in interpreting the world and
humans.
Realism reflects reality literally as a social and
mundane one trying not to dramatize or
romanticize it. It appeared in the nineteenth
century in France and Russia and moved away
from Romanticism, emphasizing the description
of everyday experience. Realist recognizes the
most common for all people, and that makes
Realism a genre of social progress (Newlin,
2019, 2). It takes its place in a period of
significant changes in the structure of society
(the transition from monarchy to democracy),
reflecting situations without embellishments.
The realism movement in art is a product of the
ideological and philosophical spirit of its time.
The nineteenth century is a time of radical
rebellion and rejection of traditional ideas and
life patterns in all aspects (Newlin 4). Now
people build their world according to the
scientific, empirical, and secular rules first
formulated by philosophers. The most
spectacular examples of this change are
revolutions in the nineteenth and twentieth
centuries (The French Revolution, Russian
Revolution, and others) and show a
paradigmatic shift.
Naturalism is a type of extreme Realism that
postulates scientific determinism and
objectivism. “Naturalism sought to go further
and be more explanatory than Realism by
identifying the underlying causes for a person’s
actions or beliefs” (West and Patterson 45).
Thus, Realism concentrates on representing the
shared experience, suggesting that a person acts
spontaneously in response to one or another
situation. Naturalism emphasizes that humans
are not free in their actions, using science that
does not leave a person free will.
Naturalism is a logical result of the development
of Realism as the latter derives from a secular
context that denies dignity. It relies on the
Darwinian evolutionary theory, using it in a
social dimension, even though Darwin never did
this (West and Patterson 45). This fact moves a
form of Social Darwinism that was unavoidable
because free will used to be sanctioned only by
divine law earlier.
Modernism may be characterized as a
movement of departure from traditional art
forms in search of something new in the new
world. It differs from Realism and Naturalism in
choosing the main object of the narrative. If
objectivity was a primary field of unfolding
events for those two movements, Modernism is
essential to reflect the inner human world.
O’Callaghan notes that “modernist art is
concerned with the interior world of things, no
matter how banal” (13). Indeed, it again reflects
the contemporary ideological, intellectual,
philosophical, and psychological context
resulting from “God’s death” (Nietzsche). In
addition to new techniques and styles,
something new was to shift the attention into
introspective mode as the inner person’s
problems grew and demanded attention.
Conclusion
To conclude, Realism, Naturalism, and
Modernism are three periods in the history of art
in cause-and-effect relationships. Realism was
the first to break the link with Romanticism and
concentrated on the reflection of social
objectivity. Naturalism is its extreme form that
went more profoundly in nature of human
behavior and postulated determinism.
Modernism is the movement in search of new
forms of art, and it emphasizes the interior
world. These three periods show that art is
closely linked to its contemporary context,
which is necessary to know in order to
understand it.
Smartphones Affect and Change Modern
Life
Modern life is characterized by multiple
inventions and technological progress that
facilitate human interactions and promote
positive changes. Smartphone technology has
shaped the modern world in various ways, and,
as any achievement, it has certain advantages
and disadvantages. On the one hand, people
enjoy available convenience, connection, and
many services available at hand. On the other
hand, distraction and constantly changing price
policies promote financial and ethical concerns.
In this essay, three ways of how smartphones
have changed modern life will be discussed. The
invention of smartphones allows people to
communicate, exchange information, and
develop new designs, which contributes to
economic development and creativity, but it is
insensibly becoming not just a device but
another reality for society.
The quality of communication is one of the most
evident contributions of smartphones today. The
citizens of developing and developed countries
continuously use smartphones for different
purposes, but immediate contact and
information exchange are primary goals.
Modern people need to stay informed about
recent changes, achievements, and states of
affairs. They deserve a chance to access and
share information in the most convenient way,
and smartphone technology makes it possible.
WhatsApp is a popular chat app that unites users
from different parts of the world (Hern). It does
not take much time to find a person, send a
message, or make a call. People like
smartphones to exchange photos, deliver visual
or audio files, and stay in touch all the time.
Another way smartphones have changed human
life is the necessity to introduce new designs,
services, and products that people are eager to
buy together with a new device. Someone could
say that the Internet is the major invention of all
time, and they would be right. Still, smartphones
have made the Internet convenient and available
from any place. It is possible to use smartphone
apps to take care of the elderly, check on health,
organize business meetings, send photos, and
make inevitable separation with siblings less
painful (Hern). Companies offer new models,
improve international trade relationships, and
strengthen the economic situation by
appropriate price policies and directions.
Despite a number of positive changes and
improvements associated with smartphones, it is
important to understand that this innovation is
just another device to be used for everyday
activities but never to replace them. According
to recent anthropological studies, the
smartphone has already become the place where
people try to live (Hern). Instead of organizing
real meetings and communicating face-to-face,
society prefers to turn on smartphones and send
visual information online. Human relationships
are seriously damaged today because instead of
experiencing true feelings and emotions with
one person, it is easier and more beneficial to
share the same with the whole world.
Smartphones have become a dangerous
psychological addiction with no cure and a poor
understanding.
In conclusion, it seems to be wrong to impose
one definite opinion about smartphones.
However, there are many ways this technology
has already changed people and shaped their
interests and priorities. Connection,
communication accessibility, and the promotion
of convenient usage attract people’s attention.
Not to turn this innovation into the plague of the
21st century, it is expected to set the boundaries
between the smartphone environment and the
real world. The initial purpose of smartphones is
to facilitate personal communication, and this
change was successfully achieved several
decades ago. Now, it is time to manage
technological addiction and enhance the benefits
of using smartphones for new creative designs
and high-quality data exchange.
The Coming of Modern Era and the Birth of
“New Art”
The first half of the twentieth century happened
to be fruitful in innovative techniques and new
ideas in every aspect of the human life. Major
reformations affected not only political
influences, social systems, and economies, but
also the subtle levels of human existence – the
cultural sphere with its array of art forms. The
new art movements sparked in many parts of the
globe all at once – each with its own set of
characteristics, ideologies, and serving a
particular purpose. The most notable
movements included Impressionism, then
Cubism, Expressionism, Fauvism,
Suprematism, Abstract art, proponents of which
contributed immensely to the establishment of a
new perspective on the role of art in society.
One of the first aims that the innovative artists
addressed was the foundational aspects of
painting. The fact that the academic painting had
strict boundaries and a particular realistic
aesthetic with meticulous brushwork and a set of
rules to qualify did not suit their vision. The
precursor of the radical forms of art now
associated with challenging the artistic tradition
does not look very extreme to a 21st century
viewer. Yet the first ones to question the purpose
of art would be the Impressionists – with their
idea of capturing a special atmosphere on
canvas. Monet, Renoir, Degas tried to captivate
“momentary and transient effects of sunlight”
(Tate). They used small, chaotic brushstrokes as
the core of their movement relied on an
obsessively accurate depiction of natural light in
different times of the day.
Camille Pissarro “Boulevard Montmartre at
Night”
Impressionism was born out of the necessity to
break the stale academic norms of traditional
painting, and the movements that followed
revolutionized art even further. Expressionism,
Cubism, and Fauvism challenged the old ways
on a broader scale: these styles were embracing
the artist’s immediate feeling and de-constructed
its subjects to the point of being unrecognizable.
Munch, Picasso, and Matisse were inventing
new techniques for expressing their vision in a
completely subjective perspective – “an extreme
subjectivity is underlined, with the artist as a
creator, driven by inner necessity” (Furness, p.
17). From then onward, an artist claimed a new
role for himself, that of a true creator and a
visionary. Prior to the Modern era, their role was
essentially limited to that of a decorator. Avant-
garde movements rejected this derogatory
perception – now, art should not imitate real-life
objects and the artist should be free to invent a
new visual language.
However, the biggest reimaging of art was done
by the Russian avant-garde. The great art
ideologists such as Malevich or Kandinsky
questioned the foundation of an artistic subject
matter, feeling the change of the times the
strongest. Malevich wrote: “Academic
naturalism, the naturalism of the Impressionists,
Cezanneism, Cubism — all these are nothing
more than dialectic methods” thus, rejecting the
revolutionary forms of the past and deducing the
formula for true art – a non-objective one.
K. Malevich “Suprematist Composition:
Airplane Flying” (1912).
The movements at the dawn of the Modern era
were not uniform and evolved immensely, often
with one artist going through phases in terms of
style and form. However, the unifying factor that
is even more apparent from the contemporary
perspective is that each of them contributed to
the development of the essential idea of art. The
historical context of a rising industrial and
scientific revolution only pushed the boundaries
even further, allowing for more radical ideas to
materialize.
Ndop of king Mishe miShyaang maMbul by
Unknown artist (1760-1780)
Méphistophéles by Mark Antokolsky (1880)
The fuman form was served as the prime subject
for artists from around the globe for milleniums.
Humans depicted themselves since the very
dawn of humanity’s existence, with entire
cultures unfolding around a certain perception or
style. The reason for studying this phenomenon
lies in the never-ending interest of one’s identity,
and different nations and tribes have done it in a
pleiad of ways. With Mark Antokolsky’s
Mephistopheles and an African sculpture of a
“King Mishe mi’Shyaang ma’Mbul” this essay
explores the differences and core characteristics
of the two in an attempt to paint an well-rounded
universal human perception of their own kind.
As it is evident at the first glance on these works,
each is entirely different from the other. The
style, the material, the very aim of each
sculpture argues with the other work.
Antokolsky’s piece is an elegant reflection of
European tradition spanning from Ancient
Greece to the present days – white marble,
realistic human anatomy, dynamic, flowing
poses serve as the building blocks of a typical
European-style academic sculpture. It represents
the millennium-old cultural obsession of
European people: the glorification of human
corporeal form as the apotheosis of nature’s
expression. However, the subject matter is not
the one that is often glorified: Mephistopheles is
a demon portrayed in a human form. The
character serves as a reminder for people to be
vary of such advisors as him: in “Faust”,
“Mephistopheles does not show true concern for
Faustus’ soul, constantly deceiving him”
(Rowland, 2016). The reason for its creation is
suggested to be the one for immortalizing the
Mephistopheles character, while also
romanticizing the ambiguity of his nature.
The sculpture of an African king is called
“ndop”, which is a form of statue, typically
wood or clay, that serves as a posthumous
portrait of a leader or other significant figure.
The lines and shapes of a sculpture are much
more “honest” and abstract – the subjectivity
and stylization according to the artist’s view is
celebrated in tribal art. In a way, this kind of
artwork is free from any preexisting features it
has to meet, except for the obvious cultural
influence from a particular tribe. It serves a
similar purpose to the Mephistopheles’ one, in
the way that it immortalizes a certain figure,
however, it does that from a completely different
frame of mind. Rather than “humanizing” the
subject, it turns it into a kind of a spirit –
dwelling in the abstract planes of being it bears
the characteristics of.
At first impression, the statues have absolutely
nothing in common. Nonetheless, despite them
being from completely different regions and art
traditions – what unifies them is a human point
of view on themselves. Whether it is a historical
figure or a fictional character, the desires and
aims of the authors is readable through the lines.
The desire to preserve a unique outlook, a
particular human identity, to remember is the
same regardless of cultural, economic,
geographic or religious context all over the
globe.
Department-Wise Profile of a Specialty
Hospital: How It Works in Modern
Conditions
Care and improvement of human life is the
principal mission of every hospital, which could
be achieved through the delivery of high-quality,
cost-effective healthcare to the community it
serves.
World Health Organization’s expert committee
on organization of medical care define the
hospital as an “integral part of a social and
medical organization, the function of which is to
provide the population complete health care,
both curative and preventive, and whose out-
patient services reach out to the family in its
home environment; the hospital is also a center
for the training of health workers and bio-social
research” (Gilder and Routley, 800). In this
perspective, the illness profile of patients,
services provided, and the specialty teams
available to provide complete health care
through various departments are narrated in the
ensuing paragraphs.
Cardiology Department
Major conditions of coronary heart disease
(CHD), such as myocardial infarction
(commonly known as a heart attack), angina,
and acute coronary syndrome are generally
reported to the cardiology department. Records
suggest that the predominant cases examined in
the cardiology department are atherosclerosis,
ischemic cardiovascular disease, left ventricular
systolic dysfunction, acute myocardial
infarction, acute coronary syndrome, and heart
failure.
The cardiology department aims to treat patients
as individuals and ensure all patients experience
an integrated and seamless service appropriate
to his or her needs. It is achieved through a
dedicated multi-disciplinary team of 14
cardiologists who are supported by a team of
specialist doctors and nurses. An expert and
dedicated team of cardiologists/cardiovascular
surgeons aided with high-end imaging
technology including cardiac CT are well geared
to handle heart attack cases round the clock.
Stress echo, myocardial perfusion scanning,
electrocardiogram, and arrhythmia stress testing
facilities are available at this centre. The
department also provides
pacemaker/defibrillator test and extends
technical cover in coronary angiography
Dermatology
It is the branch dealing with diagnosis and
treatment of diseases of the skin, hair, nails, and
adjacent mucous membranes. Most common
skin diseases seen in dermatology department
are associated with bacterial, fungal, and viral
infections like acne, viral warts, eczema, and
benign tumours. (Julian, 518-520). The
dermatologists of this hospital are not only
conversant in treating medical problems but
have skills, experience and equipment in
attending cosmetic dermatology as well. In
addition, treatment of melanomas using latest
technology of photo dynamic treatment is also
available. The team of nine dermatology
consultants assisted by clinical, technical, and
nursing staff are in position to attend patient
reporting with skin problems. (Our Services and
Specialities: Dermatology at
LBH). Endocrinology:
Endocrinology chiefly is an outpatient specialty
and the number of visits per year to
endocrinology department exceeded 20,000
patients. Major problems reported are
decompensated diabetes, thyrotoxic problems
and Graves disease. Graves disease, an auto
immune disorder, is “found to represent 60-90%
of all causes of thyrotoxicosis in different
regions of the world.” (Yeung, Habra and Chiu).
The endocrinology service offers specialist care
for endocrine disorders, particularly for diabetes
through diabetes nurses, dieticians, and
specialist podiatrists, and the facilities include
dynamic testing, and insulin pumps.
Endocrine specialists attend to thyroid,
parathyroid, and adrenal and pancreas disorders,
surgery is also adopted, if necessary. Major
surgical interventions are used in patients
reporting with thyroid cancer, adrenal tumours,
endocrine tumours of the pancreas, and multiple
endocrine neoplasia type I and type II.
Gastroenterology department
Gastroenterology is the diagnosis and treatment
of disorders of the digestive system, including
the stomach, bowels, liver, gall bladder and the
related organs. Major diseases reported to this
department are, common bowel symptoms,
alcohol related illness such as “decompensated
alcoholic liver disease,” inflammatory bowl
disease, and chronic diarrhoea. (Hislop and
Heading, 57-60).
Common bowel symptoms are rectal bleeding,
abdominal pain, changes in bowel habit, and
anal pain. Laboratory investigations used in
gastroenterology department includes upper
gastro-intestinal endoscopy, flexible
sigmoidoscopy, and colonoscopy. Major
services, such as Doppler guided haemorrhoidal
artery litigation (DGHL), Pouch surgery for
ulcerative colitis, colorectal cancer surgery,
pelvic floor surgery, and laparoscopic resections
are provided in this department. There are four
expert colorectal surgeons and five
gastroenterologists with support staff, who
provides a comprehensive investigation and
management services to meet the expectations
of the patients.
The services include gastroscopy, colonoscopy,
capsule enteroscopy, and bowl cancer screening.
Gastroenterology department is also engaged in
obesity prevention activities in association with
other specialties to offer enlightened,
sympathetic and practical guidance with the aim
of tackling multi-faceted condition of obesity.
The clinical team includes nutritionist,
lipidologists, gastroenterologists, and
hepatologist, and services of cardiologists,
gynaecologists, and rheumatologists are also
engaged when the patient is found to be in need
of such specialists.
By offering the “full range of treatment options
from detailed and personalised dietary and life-
style guidance to medication, through to
endoscopic intervention and/or surgery” obesity
control is achieved, which is conforming to
National Institute of Clinical Escellence (NICE)
recommendations. (Welcome to the London
Obesity Practice).
Neurology
Disorders affecting the nervous system are
widespread with long term conditions, and
account for 20% of medical admissions of which
are stroke. Incidences of most common
neurological diseases are migraine, epilepsy,
Parkinson’s disease, cerebral tumour, and
multiple sclerosis.
Services are provided through specialized
clinics, such as neuromuscular clinics,
neurogenetics clinics, motor nerve clinics,
specialist epilepsy and Parkinson disease clinics,
specialist neurovascular and neuro-oncology
clinics. Neurophysiology department with in
patient and out patient EEG and EMG services
provides efficient services with the assistance of
technician team.
Obstetrics and Gynaecology department
Gestational diabetes, pelvic inflammatory
disease, endometriosis, and carcinoma of the
vulva, are serious complaints reported in the
Obstetrics department. Besides, Gynaecological
maladies of menstrual disturbances, urinary
incontinence, infertility problems, vaginal
bleeding, excessive vomiting in early pregnancy,
and ectopic pregnancy, are also attended from
this department. The clinic provide full range of
diagnostic services including hysteroscopy and
colposcopy, and offers specialist advice and
management of abnormal cervical smears,
ovarian cysts, ovarian screening and
endometriosis. (Our Services and Specialities:
Dermatology at LBH).
Minimal access surgery that minimizes surgical
trauma, pain, and blood loss and shortens
hospitalization, introduced recently is used in
gynaecological procedures, reconstructive
procedures, and radical cystectomy. Another
innovative move was introduction of liquid
based cytology (LBC) for taking samples in
cervical smear screening. There are 12
consultant gynaecologists and 10 consultant
obstetricians and each consultant lead a team of
specialist doctors, and nurses such as consultant
nurse, surgical nurse practitioner, and
gynaecological nurse practitioner
Oncology
Hepatocellular carcinoma (HCC), acute
lymphoblastic leukaemia, Hodgkin’s disease,
carcinoma of the breast, prostate cancer, and
cancer of digestive and urinary systems are
majority of the cases reported in oncology
department. Greatest numbers of deaths are
reported from lung, colorectal, breast, and
prostate cancers. Installed with state of the art
chemotherapy equipment, and run by supportive
team of senior cancer nurses and support staff,
chemotherapy unit offers comfortable and
friendly environment suitable to the needs of
oncology patients.
Support services of specialist breast care nurses,
palliative care nurses, clinical psychologist, and
complementary therapists are added advantage
of this department. Photodynamic or ‘blue light
systoscopy’ is effectively used to treat patients
with suspected bladder cancer or in those
undergoing check cystoscopies. “Bowel cancer
is the third most common cancer in the UK, and
the second leading cause of cancer deaths.”
(New East London Screening Centre to Reduce
Bowel Cancer Levels).
And hence bowel cancer screening using
colonoscopy is adopted in this department to
identify gastro-intestinal problems. Newer
digital mammography, in which images can be
stored and manipulated later on a screen to allow
for optimum diagnosis, service helps diagnose
symptomatic of breast cancer at early stage.
Trials (Pisano et al 2005) establish that digital
mammography reduces radiation dose and it is
significantly better than film mammography.
Scientific evidence suggests that regular
mammography screening between ages 40 to 69
was found to reduce“17 to 37 percent advanced
tumors. (Our Services and Specialities:
Dermatology at LBH). Mammography team
comprises radiographers with postgraduate
certificate in Mammography practice and
consultant radiologist who are internationally
renowned specialists in the respective field
Orthopaedics Department
Soft tissue pain, shoulder pain, and spinal
complaint associated with musculoskeletal
disorders; osteoarthritis of the knee,
rheumatological disorders such as osteoarthritis,
inflammatory joint disease, and osteoporosis;
and fall injury, hip fracture, and ankle sprain.
The department is will equipped to conduct
orthopaedic surgery, and the list of specialties
include back, foot and ankle, hand and wrist,
hip, and knee surgery. Latest minimal invasive
surgical techniques are used to restore lost
function in any part of the musculo-skeletal
system to allow the patient to return to their
former way of life.
All these departments are supported by well
equipped, state of the art instrumentation and
computerization pathology department.
Pathology department provides a variety of
services in biochemistry, haematology and
blood transfusion services with the back up of
registered biomedical scientists and consultant
pathologists. With the concerted efforts of
specialists, clinicians, nurses, and technical
support staff each department is able to provide
high quality, cost effective, and compassionate
care for the restoration of normal healthy life to
the patients reporting to each department.
Works Cited
Gilder, S. S. B., and Routley, T. C. (Eds). The
Functions of the Hospital. The Canadian
Medical Association Journal. 77. 1957. Web.
Hislop, W Stuart., and Heading, Robert C.
Impact of Alcohol Related Disease and Inpatient
Workload of Gastroenterologists in Scotland:
Abstract. SMJ: Scottish Medical Journal. 49.2.
2004. Web.
Julian C G. Dermatology in General Practice.
British Journal of Dermatology. 141.3. 2009.
Web.
New East London Screening Centre to Reduce
Bowel Cancer Levels. Barts and the London:
NHS Trust. 2007. Web.
Our Services and Specialities: Dermatology at
LBH. London Bridge Hospital. 2009. Web.
Welcome to the London Obesity Practice. The
London Obesity Practice: London Bridge
Hospital. 2009. Web.
Yeung, Sai Ching Jim., Habra, Mouhammed
Amir., and Chiu, Alice Cua Chiu. Graves
Disease: International. emedicine: From
WebMd. 2007. Web.
Modern Corporate Marketing Departments
Evolution
Introduction
Marketing is a social and managerial process
where by individuals and groups obtain what
they need and what they want through creating
and exchanging products and value with others.
(Kotler, et la, 1996).
There are two major functions of marketing.
One is to attract new customers and other is to
retain the old ones. For this a company needs to
have a marketing plan. In order to have a good
marketing plan the four P’s of the plan should
reflect the needs, wants of the target market. The
four P’s are product, pricing, promotion and
placement. These are referred as the marketing
mix. These general sets of activities are
developed in a way that they meet the customer
needs. (The Concept of the Marketing Mix”
from the Journal of Advertising Research, June
1964).
History
During 1910 and 1920, there was no actual
production going on. It was the simple trade era.
People usually exchanged things which were in
excess; hence there was no need of marketing.
After 1920 and 1930, few specialized products
were made. What little amount of products were
made, were sold immediately. As the companies
saw the increase in demand, they started to try
new methods to improve their production. Most
of the products were sold immediately; hence
there was no need of marketing, but as
production increased, companies saw that they
had products left unsold. This was the time when
manufacturers started practicing different
techniques of marketing in order to sell their
products. This could be said as the first stage of
marketing. The basic aim was not to satisfy
customers but to sell more and more products. It
was after 1940 when the companies realized that
it was all about customer satisfaction. They
found out that a satisfied customer would come
again and again. After 1950, companies starting
taking marketing seriously. It was then, made as
a separate department. Later on, all the
companies’ processes were focused around this
department. Companies started building up
relationships with their customers. This
relationship made the customers come back, and
hence reduced the cost of attracting new
customers. This was the relationship era which
continues still (Robert, 1976).
Stages of Evolution
Before the industrial revolution, people usually
consumed what they made. There was very little
need of marketing. If they fell short of anything
they could always get it by swapping, more
commonly known as the barter system. As time
passed, societies grew, this exchange system
became difficult and what we call as “The
Evolution of Corporate Marketing” began. This
evolution is broken down in to six eras or stages,
which are discussed below.
Simple trade era
This was the era of subsistence economy. In this
people consumed almost all they made, what
little was left was brought to the market in order
to exchange for other goods. Usually a middle
man was present; who would either sell it in the
market himself or any other middleman. This
was the first stage of marketing evolution.
Importance
This era is the pillar of marketing evolution. It is
this stage when people’s surplus goods which
were actually useless for them were made
useful. Before this if people needed anything,
they would exchange it for something else. This
was called Barter. Barter was not always
possible and not always fair; hence the simple
trade era helped people sell their excess
household goods with a fair return. Little effort
was needed as selling and buying was done in
small circles. If anybody did not want to go to
town and sell his products, he could simply give
the product to the middleman, and the
middleman would then take care of the rest. This
stage was not only important to the people, but
also to ‘marketing’. This is where the evolution
of marketing begins
Benefits
There was little systematic exchange required in
this stage. This made the whole process very
easy and quick. Moreover as people were buying
and selling what they actually had, therefore
there was no manufacturing or production going
on. This process was also fairer than the earlier
processes. People did not have to wait for
somebody who would want to take their things
and had things they needed. They could simply
go to market and get what they wanted. Even if
they did not want to go to the market, they could
simply give their excess goods to the
middleman. No marketing was needed in this era
hence there was no cost and time spent on
marketing.
To understand this more better let us take an
example. If in a neighborhood, almost
everybody is cultivating wheat, and in another
neighborhood (which is quite far from the first
one), cows and cattle is reared. And there is a
third one growing all the fruits. Each of them
would need the things the other one has. In this
case all of them will sell their things to the
middleman, who will just interchange the
products and voila! The transaction is complete.
Obviously the middleman will keep some for
himself also.
Production era
The production era is the time after the industrial
revolution lasting till the late 1920s. In this era
there were only few specific products
manufactured which were sold immediately.
The companies tried new and efficient ways of
production in order to reduce their costs. Two
innovations had a great impact, Henry ford’s
assembly line and Fredrick W. Taylor’s
scientific management movement. (Haber,
1964)
These helped manufacturers in mass production
resulting in huge profits. At that time it was
thought that reduced production costs result in
reduced prices hence more sales, but the
economic conditions at that time proved
otherwise sales went down (porter, 1980).
Importance
This era was the result of the Industrial
revolution. It was the first time ever that
products were produced in a mass amount. The
aim of actually ‘producing for selling’ was
introduced in this era. It brought in the idea of
supply and demand. In this era as actual
production was going on, there fore jobs were
created. People who did not have their own lands
or livestock could now work in the factories and
earn some money. Many new innovations came
up, which made a great impact not only in this
era, but the upcoming eras also. The main focus
was on; how to increase supply? This focus
definitely helped made a lot of advancement in
the production techniques.
Benefit
In this the producers sold their goods as fast as
they were created. This era brought in the
technological advancements and the industrial
revolution. Consumers found what they needed
very easily and producers made huge profits.
This era proved beneficial for the economy, the
companies and for the people. New jobs were
created. Later with the advancement of
technology, even more jobs came up. Everybody
was happy, companies made huge profits, poor
people got jobs, rich got new products and the
economy went up.
Example
Let’s assume that there are only one or two
companies producing pencils. Not much
marketing is needed as pencils with lower price
will speak for itself. But companies would have
to put their energy in the advancement of
product line in order to reduce their costs. If it
was produced in the production era, then even
the price would not matter because the amount
of goods produced were so less, that whatever
was manufactured got sold. Hence my company
will not need any marketing at all. However I
will have to come up with new techniques in
order to reduce my costs and make more
products because, in this production era,
anybody who makes more; sells more and gets
more profit.
Sales era
After 1930 everybody was producing goods.
Now the problem was not to produce them but
to sell them. Companies started to use different
techniques to persuade the customer to buy their
products. Sales went up again. But in October
1930, the stock market, which was the chief
indicator of America’s economy, showed the
worst fall of prices. More than $30 billion was
lost from the economy (Schultz, 1999).
It was then when the idea of satisfying the
customer rather than selling the product came up
(Levitt, 1960).
Importance
This era brought in the actual marketing. The
companies used various techniques like personal
selling and commercials on radio. Their main
aim was to sell no matter what. This is when they
realized that they should try and satisfy the
customer instead of trying to just sell their
product. This theory is still valid. Sales era had
laid a foundation of ‘customer satisfaction’.
Customers were given more importance.
Companies realized that they could save their
marketing costs if they can make a customer like
them. This customer would then buy their
product whenever he needed one.
Benefit
Due to the marketing which started in this era,
customers started to find more about what they
are buying. The commercials which were played
on the radio were compared with other sales
commercials. Price and quality was checked.
Though sometimes it came a little hard on the
producers, who now had to monitor their quality
and price but it was good for economy and labor.
Example
In the last era not much competition was there,
so almost all of my pencils got sold. As in this
era everybody realized the profits in this
business therefore everybody starting producing
one thing or the other. Not only this, but they
also started to advertise. So in order to sell my
pencils now I have to check that I have the
lowest price, the best quality and make sure
everybody know about this. For this I will have
to come up with different selling techniques.
Marketing department era
This was the era when all the marketing
activities were brought under one single
department name as ‘marketing’. From this era
a change in the thinking of the companies
occurred. Henry ford (who created the assembly
line) believed that he could sell a car for 500
dollars not because his assembly line reduced his
prices but because a buyer was willing to buy it
for 500 dollars (Ford, 1923).
It shows that the manufacturers of that time were
now focusing more on satisfying their customers
instead of selling their products. In this era
marketing was identified as an important
element for the company and was now a separate
department.
Importance
This era brought up what marketing actually is
and made it what it is today. It gave the main
marketing concept which is; we should find out
what the customer wants and then sell it to them
at a price profitable for the company. In this era
companies started making short run policies,
which circled around the marketing department.
Marketing became on of very important
department in the company.
Benefit
The marketing department area definitely
brought benefit to not only the customer and the
companies but to marketing it self. Companies
started to make more profits. This era developed
the thought of the companies and they found out
what business is actually about. It was not about
just selling products but satisfying the customer,
therefore they started to make policies, which,
revolved around this concept. This era brought a
new concept to marketing.
Example
In this era you will have to find a way to satisfy
the customer buying your pencils. Though your
pencils might be better, but the other company
sells more. Why? Because they not only focus
on selling, but they make sure they manufacture
what the customer wants. Therefore, now I will
introduce a new department in my company
named as the marketing department. This
department will help me introduce new ways to
attract customers and help me make what the
customer actually wants not what I want to sell.
Marketing company era
In the marketing company era, it was not just a
department, but it actually set the company’s
operating policy, its research, procurement,
advertising and sales. This era says that all the
functions of a company should be focused on the
customers’ needs. This mean they might need to
do pricing again, they might need to make
changes in distribution and sales. In short do
everything that will make their customer happy.
Importance
The importance of this era is that without this,
marketing would be incomplete. In this era
marketing come to its fullest sense.i.e. focus all
the energies of the company in satisfying the
customer. All the companies’ policies now
revolved around this department. Marketing
became so important that without this the
company would not survive.
Benefit
Again, the benefit comes to the companies and
the customers both. In this era the companies, in
addition to the short term plans made long term
plans. Their main focus was now marketing, and
it proved beneficial for everybody. Companies
came up with new methods to satisfy customer.
The customer now has more say than the
company itself.
Example
With more companies coming in competition
has increased. Now you need a separate
department which will focus everything such as,
price, promotion, research and sales towards the
satisfaction of the customer. Now my pencil
company will make sure that all their processes
and strategies are based around marketing. My
marketing department will make all the policies
and will base them upon customer’s needs.
The relationship marketing era
The cost of attracting a customer is five times
the cost of retaining a customer (Kotler, 1997).
Therefore in this era the companies built long
term relationship with the customers. It changes
the whole mission statement of the company.
Now it is about building relationship with the
existing customers, not just attracting new ones.
Importance
Up to this far, this is the most recent and new
marketing concept. It certainly helps the
customers, as they do not have to search for new
producers every now and then. It is good for the
companies also, because half of the battle is won
if your customer is satisfied to the extent that he
wants to come back again. This era, which
continues still, defines buying as not just getting
the product but an experience of the customer
with the company.
Benefit
The long term relationship the company has with
the customer helps avoid the cost of attracting a
new one. It takes marketing one step further. The
customers are also more satisfied as now a lot of
other policies in their have come up, like after
sale service, which, build a relationship of the
customer with the company.
Example
Saturn, a car manufacturing company has
retained almost 60% of its customers. How?
Well, instead of selling just a car they include the
entire shopping and ownership experience. This
helps retain the customers even though
competitors might have better cars (Herron,
1996). This shows that in order to sell more
products, attract more customers and satisfy
existing ones, my company will have to think
beyond just giving the pencil to the customer.
Relation of all the eras to the modern
marketing
In the simple trade era we can see that there was
minimal marketing or almost no marketing.
Where as when we come to the production era,
we can see that though the companies were
doing no marketing, but it was carried out at
some level. One customer told another about any
good product he bought, and there fore almost
all products got sold. When many companies
came up and sales went down, manufacturers
started thinking about marketing. This is when
the sales era started. Manufacturers thought
about attracting customers to buy their products.
It was still just about selling. When the
marketing department era came, it was then the
manufacturers realized that it was all about
satisfying the customer. And therefore all the
energy of the company was focused on the
customer satisfaction. This developed into a new
stage called the marketing company era. Last but
not the least came what we call today as modern
marketing, the relationship era. This era is still
going on. In modern marketing companies try
not to just sell their products but to bring in a
whole new experience with it.
Conclusion
It can be seen that how from a time when nobody
knew what it meant, marketing has developed to
an extent where not even one company can
survive without it. Companies are selling not
just products but a whole new experience with
them also. Companies see themselves as
customers’ partner, and this relationship goes a
long way.
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