Marketing and Promotional Tools Coursework Example | Topics and Well Written Essays - 1500 words

Marketing and Promotional Tools - Coursework Example As the report declares the modern technology has made reception and dissemination of information quite simple for companies. Companies can share information regarding the products or services they offer to the world via the internet. In addition, there are various media that companies can use to market their products or services. These media include televisions, magazines, posters, social media platforms such as the Facebook and many others. It is essential to identify that marketing techniques are tailored to attract potential customers to buy the product or service in question. The aim of this project is to analyze the different media and promotional tools used to market the products of the Innocent Company and Coca-Cola Company. According to the discussion findings the innocent company is a multi-billion company that serves in the product sector. The company mainly provides drinks of varies taste to its customers. Some of the drinks produced by the company include smoothies and fruit juice. The company has established various strategies to promote the sale of its products in the competitive beverage market. The Coca-Cola Company holds over 90% of the company shares. In essence, the beverage market is very competitive since there are millions of companies in the world market. The Innocent Company has purposed to improve its communication structure in order to facilitate smooth interaction with the customer. The communication structure is aimed at ensuring proper dissemination of information regarding the products offered by the company to members of the public.

The movie was made in 1997 Essay Example for Free

The movie was made in 1997 Essay During this essay I will look and analyse the opening scene from the movie Romeo and Juliet, the movie was made directed by Baz Lurhmann. The movie was made in 1997. I will discuss the camera usage, music, lights, events, settings and costume. The movie is cultural representation of the time with extensive special effects and expensive budgeting being used. Baz Lurhmann produced Romeo and Juliet in a never seen way of representing Shakespeare, he uses a very clear, modern day Hollywood film and he conquers modern day issues such as age and gender (newsreader being black female with coloured people being discriminated against in Shakespeares time) to show a representation of the time, he develops Shakespeare in a way that could never be imagined. The events of the opening scene show the cultural objective, first the movie starts with a television coming closer towards the viewers, the newsreader is a black female, when the TV switches on the newsreader reads the prologue. Once the prologue has been read there are quick flash shots of Verona including the Montague and Capulet buildings, then the prologue is herd again. After this the prologue is in newspaper form in the form of headlines, following this we meet the main characters of the movie this is done to remind us that the characters play roles and are not real. After we meet the characters the prologue flashes for the final time and finally at the end of the prologue the title of Romeo and Juliet comes on screen. After the opening prologue has been said the camera takes us to the first scene it starts with the Montague boys in a car joking and laughing about the Capulets, we see the car with the number plate of the Montague family. They go into a petrol station and a short time later the Capulets enter the petrol station, then the two families notice each other and a after some teasing a fight breaks out with guns. The scene is largely over exaggerated using special effects and camera trickery. At the end of the fight the petrol ignites and the whole petrol station is on fire. After the fight and unrest the Chief police officer describes the fight as a civil brawl and ends with a threat that next time the peace is broken the cost will be their lives. The opening scene end with Romeo reminiscing about his life and realising from a news broadcast there was another brawl between the Montagues and Capulets. The music used in the opening scenes is largely diverse and this helps to create a deeper effect of the scene and another effective dimension to the pictures. The music used in the opening prologue is fast operatic, dramatic, loud and orchestral as it combines many instruments. The effect of this is to enhance effect of the prologue and attract the attention of the viewer, also the fast music is used to combine with the quick flashes of Verona that are used in the opening prologue. The first noticeable point in the movie is that the families are swoped round with the viewers being introduced to the Montagues first, this is done because the families are better suited in this way which enhances effect. When we meet the Montagues the music changes and being played is rock music giving an image of hard boys this is shown by the main line of the music being the boys, which signifies the character of the boys as we are introduced to them. The rock music used is modern popular music and gives an image that the Montague boys are childish and nai ve. When we meet the Capulets the music played is a cowboy and western style and this implies they are bad, powerful, sophisticated and quick. These two diverse music styles highlight the difference in styles and deepen the meaning to the viewer. When the fighting starts the music changes again and becomes fast again which indicates the quickness of the shooting and gunshots, also to enhance the power of each gunshot. After the fighting scene is over when the Prince is talking to the two fathers of each family there is no music to highlight the serious mood and consequences of the brawl. When we meet the Romeos parents the music is by Radiohead and is softer and thought provoking. Another very diverse factor between the two families is the costume, when we are introduced to the Montagues they are wearing colourful and vibrant clothes. They are wearing beach style modern clothes, which are popular and common. The Capulets are wearing much darker and smart clothes with cowboy style shoes the clothes are of a Mediterranean, shark look and the Montagues is a casual American style. Also another noticeable change is the Prince changing costume to a police officer this sis because a police officer has more control and authority in modern times and also shows another modern adaptation that the prince becomes a police officer. The lighting used in the opening scenes is bright as it is during the day and is sunny. This makes the light natural and more effective and realistic, this shows another change as Shakespeare implies theatrics but Baz Lurhmann wanted to use a Hollywood style movie instead of a play in theatre. The use of natural light makes the audience forget that the film is a Shakespeare play. The camera usage and angles in the film are used to great effect and are used to enhance effect and meaning of the opening scenes. There are many quick edits in the opening scenes these are used when there are quick flashes of Verona. Also the camera uses zoom to go closer to the characters and further out and this enhances effect and the image and power of the character. Also the character speeds up and slows down this coordinated with speed of the scene, during gunshot battle the camera speeds up as the firing is quick. Close ups of the camera are used to enhance the image of the character. The close-ups are used on a Capulets boots, to characters faces, to buildings and to the petrol station. Also there are many close-ups of a sign in the petrol station, which said add more fuel to fire which highlights the meaning of the brawl as more hatred was added between the two families. Other camera devices used are freezes for characters, which is used to remind us they are characters. Another way the camera is used is the camera panning; this is used to pan over characters, the city of Verona and the petrol station. This is used to focus different things on the same scene. Another camera usage device used is low angles and this is done to show the viewers where the power is this is highlighted when the camera first shows the Capulets boot first and this shows the Capulets are powerful. Also another very revolutionary camera trick as the viewer is put in the eyes of different characters. The quick edits in the play coincides with the quick music and the camera panning coincides with softer music. The effect of different camera shots is it draws in the viewer and seeks their attention.

The Zero Based Budgeting Accounting Essay

The Zero Based Budgeting Accounting Essay Zero-based budgeting avails a better approach to dealing with the drawbacks associated with incremental budgeting. Unlike in incremental budgeting, zero-based approach does not necessarily start from the previous years budget level; instead, the existing operations are evaluated and continuance of the operation or activity ought to be justified on the basis of its utility and its need to the company. Zero-based budgeting pursues to justify resource allocation within individual budget scheme, irrespective of prior period budgets. The budget in this case is initially allocated as zero unless the manager responsible makes the case for resource allocation. Every plan in this case is justified as per the total cost and the total benefits and past performance is not in any way referred as a building block. The goal of zero-based budgeting is to re-evaluate and re-examine all programs and expenditures for each budgeting cycle by computing workload and effectiveness appraisals so as to verif y substitute levels of financing for each program or expenditure. Zero-based budgeting approach avails some distinctive advantages compared to traditional incremental budgeting such as: it allocates financial resources based on planning requirements and results; and, in order to attain efficiency, zero-based approach encourages managers to search for alternative operation plans. However, despite the outlined advantages, zero-based approach also manifest some disadvantages; first, since the budgeting process is sophisticated, the process can consume a lot of managerial time and may appear to be too drastic a solution for the task at hand; second, short-term benefits may take precedence and obscure long-term planning as the latter is less dominant within the planning process; and, third, since the new budget is launched every year, there may be annual conflicts over budget allocation. In order to circumvent these drawbacks, especially concerning the managerial time required, one alternative may be to conduct a rolling budget every year and carry out zero-based budgeting perhaps three to five years, or in cases where a considerable modification that occurs within operations. This compromise may aid to weed out waste and inefficiency, especially within a period of intense competition and reengineering that is characteristic of the mobile phone industry. Indeed, zero-based budgeting is an effective means of controlling for unnecessary costs since the departments and divisions in Pear Ltd do not automatically receive a distinctive sum every year, each amount of money apportioned to each unit bear a purpose, which keeps waste and discretionary spending to a minimum. Zero-based budgeting minimizes the entitlement mentality with respect to cost increases, and bears the potential to render budget discussions to be more meaningful. Activity Based Budgeting Activity-based budgeting awards financial resources to activities that see the highest return in the form of enhanced revenues for the company. Thus, the organization can be able to translate its vision into a strategy with definable objectives so as to create value. The benefit of adoption of activity-based budgeting is that Pear Ltd can be to accurately link revenues to strategic objectives, which, in turn, may enhance revenue moving forward. Nevertheless, the implementation of an activity-based model demands investment of substantial time and resources, which may not be immediately feasible for Pear Ltd. The most effective performance budgets manifest how the invested resources fund day-to-day tasks and activities, and how the activities are anticipated to generate certain outputs and the outcomes that should be the result. If Pear Ltd adopts a performance-based budget, the company will have a good idea of how money is anticipated to translate into results. One of the drawbacks to this approach is that the budget process must incorporate the review of performance measures and time for discussions of performance against expectations. Performance-based budgeting Performance-based budgeting (PBB) process is a continuum that incorporates the accessibility and utilization of performance grounded in information at each of the varied phases of the budget process. Performance budgets mainly seek to contain information of a number of elements, namely: inputs, outputs, efficiency, and effectiveness. PBB mainly start at begin policy level in which the organization develop goals and explicit policy objectives. Decisions are mainly taken to link budget allocations to the set goals, objectives, and measures. Priority-based budgeting This approach represents an adjustment of zero-based budgeting method whose focal point centers on highlighting corporate priorities and apportioning growth accordingly. This demands a thorough ongoing review of departmental services. Based on the analysis for every unit the elements of spending could be classified as highly desirable or beneficial. Such decisions are supplied to the decision makers. Priority-driven-budgeting is a powerful tool that aids entities to: better manage the expectations of constituents; address present or anticipated fiscal constraints; highlight on the revenues at hand and utilize them in the most productive ways possible; spend within the entities means; and, attain the best results for the invested resources. Flexible budgeting can be employed by Pear Ltd management in planning by indicating what costs will be at diverse levels of activity. In so doing, flexible budgeting can be employed to solve the problem that emanate from employing static budgets for performance evaluation. Whereas the traditional incremental budgeting may not be necessarily flawed, the adoption of flexible budgets can award managers some feel for the impact of both fixed and variable costs. Pear Ltds management could shift from traditional incremental budgeting to zero-based budgeting. The adoption of zero-based budgeting suits the Pear Ltd, especially since in the mobile phone industry competition is rife. This is informed by the fact that it allows every managerial activity to be properly identified and then assessed by analyzing alternative levels of operation for a particular activity. The highlighted alternatives may be ranked and relative priorities laid for attaining effectiveness and efficiency. Alternatives to traditional incremental budgeting offer Pear Ltds management the most ideal characteristics of a budgeting system such as flexibility, responsiveness, and coordination. A move towards a decentralized structure can be critical to easing the drawbacks associated with traditional budgeting process. Critically evaluate alternative methods of product costing and the role of such methods in supporting such areas as the evaluation of strategy and cost control. Costing systems differ along three dimensions, namely: the components being measured; what is included in product cost; and, the manner in which the cost are accumulated. The differences in costs emanate from the urge to incorporate or exclude certain forms of information in product costs. The differentials manifested between the approaches stem from the timing of the cost recognition whereby the core issue centres on when the fixed production costs become expenses. Eventually, both methods produce the same merged appraisal of total profit; nevertheless, there may be differences in short-term phase profit measures and stock valuations. Basic approach to product costing normally incorporates assigning direct costs to products and allocating manufacturing overhead costs to products. The core product costing methods in this category include job costing and process costing. Job costing encompasses the transfer of outlays to a certain manufacturing job and may include contract costing and batch costing. Overhead is allocated to jobs and the approach is utilized when individual lots of products are distinctive, especially when the entities are billed directly to customers. Process costing infers the accumulation of labor, material, and overheads outlays across whole divisions or entities whereby the entire production cost being allocated to individual units. Process costing incorporates aspects such as operation costing, unit costing/output costing, service costing, and multiple/composite costing. Alternative Product Costing There is an overall concurrence as to the accounting treatment of key aspects such as product costs and of period costs; however, there is constantly a debate centering on what item costs should be billed as product costs. This is largely a case of designation of absorption costing (AC) and variable costing (VC)/ marginal costing) that embodies diverse approaches to product cost description and dimension, and consequently profit measurement. Absorption costing embodies the traditional approach that deems all production costs to be product costs. The accounting treatment of fixed production costs varies as per each approach. Hence, all the approaches deliver varied periodic stock valuation whereby in absorption costing, stocks remain valued at full cost of production while under VC; the stocks remain valued at variable production cost. Similarly, the methods may also yield to diverse periodic profit measurements. Variable costing system incorporate direct material, direct labour, and the variable constituent of overhead within product cost. Fixed overhead, in this case, is treated as a period cost. Absorption costing system incorporates direct material, direct labour, and both the inconsistent and rigid elements of overhead in product cost. Factory overhead, in this case, is absorbed into the product cost. Job order costing Job order costing explores and establishes the outlay of individual jobs/batches. The direct material employed and the direct labour hours are accumulated for each job whereby manufacturing overhead is mainly applied as per the direct labour hours. One of the advantages of employing this approach is that the outlays of every job can be independently analyzed. If the actual cost was extremely high, the manager is at liberty of reviewing the actual material and labour costs to establish the reason for the surge. While job order costing can be an effective tool for some companies, it can create additional work tracking costs that may not necessarily add value. Activity-based costing Activity-based costing represents a managerial accounting method that approximates the outlay of products and services by apportioning overhead costs to direct costs. Activity based costing system represents a modified absorption costing system whereby the indirect outlays are outlined to their cost pools to reflect resource exploitation of indirect reserves by the cost object. Activity-based costing (ABC) represents a two-stage product costing method that first allocates costs to activities and then allots them to products based on the products consumption of activities. Activity-based costing mainly incorporates four steps: first, identifying the activities that consume resources and assign cost to them; second, outlining the cost drivers connected with every action; third, computing a cost rate per cost driver unit/transaction (each activity should possess multiple cost drivers); fourth, establishment of output metrics and conveying outlays to products in multiplying the outlay dr iver fee by the quantity of outlay driver units registered in the manufacturing of the product. Since product mix has grown more diverse, activity based costing has evolved to become a useful tool. Activity-based costing allows managers to arrive at decisions by employing product outlay constituent that only covers those actions that add to the manufacturing of the product. Nevertheless, ABC demands more detailed analysis of the activities within the plant that require additional resources from the company. The key benefit of this approach is the potential to approximate the outlay of entity products and services precisely. ABC helps to underline wasteful or non-profitable ventures that impact on the productivity of the production processes. Marginal costing Marginal costing is an approach that employs variable costs. Variable costs, in this case, embody those outlays that stay the identical per unit, but vary in sum as per the overall quantity of units manufactured. Fixed costs essentially remain the same in total irrespective of the number of units produced. Since variable costs are mainly controlled costs, marginal costing enables mangers to make decisions devoid of being swayed by uninhibited statistics such as fixed outlays. Marginal costing also embodies a valuable device to utilize when the entity business environment is extremely competitive. The product pricing can be engineered to recover the changeable outlays of the products. However, disregarding fixed outlays may modify the proceeds to recover overall outlays of the business. The Role of Alternative Methods of Product Costing in Supporting Evaluation of Strategy and Cost Control Alternative methods of product costing are critical to the evaluation of company strategy and overall cost control. In the contemporary competitive business environment accurate product costing is essential to a business survival. Such methods are critical in supporting such areas as the evaluation of strategy and cost control. The approaches are critical in shaping precise divisional and product outlays as a foundation for estimating the cost effectiveness of divisions and the productivity of diverse products. Cost allocation plays a strategic role in shaping competitiveness, especially in informing the effectiveness of the decision-making. Alternative methods of transfer pricing The rapid advances in technology, communication, and transportation have yielded to a large number of multinational enterprises that bear the flexibility to place their enterprises and activities anywhere in the world. The main rationale of transfer pricing is to render most favourable decision making within a decentralized organization so as to maximize the profit of the organization. A transfer price integrates the cost one sub-entity of a corporation charges for a given product or service supplied to the next sub-entity within the same corporation. The sub-entities may be profit centres, cost centres, or investment centres. Pear Ltd central managements adoption of alternative transfer prices may possess significant impact on aspects such as motivation, performance indication and autonomy across the range of Pear Ltds responsibility centres. Motivation in this case combines goal congruence and effort and includes the aspiration to achieve a given goal outlined by the management merged with the search of those goals. Ideally, alternative transfer prices should possess properties such as promoting goal congruence, motivating management effort, useful in evaluating subunit performance, and preserving an enhanced level of subunit autonomy in decision making. The advantages of transfer pricing across Pear Ltds range of responsibility centres include better, timely decisions owing to the managers proximity to local conditions; the managers are not diverted by regular, restricted decision difficulties; managers motivation increases since they have better control over results; and enhanced decision making that avails better training for mangers for enhanced level positions within the future. Some of the disadvantages that can be cited include lack of goal congruence among mangers within diverse parts of the organization; inadequate information available to top management; and, lack of coordination among managers in diverse parts of the organization. Alternative methods of transfer pricing Market-based transfer pricing Market-based transfer pricing details when the outside market for the product is well-defined, competitive, and stable, organizations frequently tend to institute the market price as a benchmark for the transfer price. This approach, however, attracts some concerns, especially when the outside company is neither competitive nor stable. This may distort internal decision making for relying on market-based transfer prices that mirror distress prices or a variety of special pricing strategies. Market-based pricing overall leads to finest decisions, especially when: a) the marketplace is perfectly competitive; b) there is low interdependencies of sub-divisions; and, c) there is lack of extra costs or gains to the association in its entirety from buying or selling within the external market rather than transacting internally. Using market prices for transfers in certain conditions leads to goal congruence. Division managers will be acting in their own best interests to arrive at decisions that may be within the best interests of the organization as a whole. Nevertheless, one can argue that computing transfer prices grounded in cost will most probably make Pear Ltd to pay little attention to mitigating outlays since all expenditures incurred amid production will be recovered. Negotiated transfer pricing This approach features a firm identifying regulations for the computation of transfer prices. Divisional managers, in this case, are persuaded to settle or jointly agreeable transfer prices. The exact transfer price in this case hinges on the negotiating powers of the divisions. The bargained transfer price manifests a number of properties: attainment of goal congruence; critical for evaluating division performance since the transfer derives from express bargaining between the set divisions; motivating administration endeavour given that once bargained, the transfer price is autonomous of real costs of the subunit (the subunits in this case manifest every reason to direct the organization resourcefully to increase profits; and, safeguarding subunit independence since the transfer pricing flows from express negotiations between the two subunits. Cost-based transfer pricing In the lack of perfectly developed market-price, majority of the companies base their pricing on the manufacturing cost of the supplying sub-entity. The most prominent methods employed include: full cost, cost-plus, variable cost plus lump sum charge, dual transfer prices, variable cost plus opportunity cost. One possible restraint of full-cost-based transfer prices derives from the fact that they can yield to suboptimal conclusions for the organization as a whole. Transferring products internally at incremental cost possess the following properties: attains goal congruence; not useful for evaluating subunit performance since transfer price fails to exceed full costs. Transferring products internally at incremental cost fails to preserve subunit autonomy since it is rule-based and some divisions have no say in and, thus, no capability to set the transfer price. However, transferring products internally at incremental cost will motivate management effort if based on budgeted costs (actual costs are comparable to budgeted costs). If, however, the transfers are grounded are based on actual costs, Pear Ltd possess little incentive to control costs. Although, neither approach can be cited to be perfect, negotiated transfer pricing possesses more favourable properties compared to the cost-based transfer pricing. Both transfer-pricing approaches attain goal congruence; however, bargained transfer pricing assists in the estimation of subunit performance, stimulates management action, and conserves subunit autonomy, while the transfer price remain based on incremental costs fails to attain these objectives. The benefits of utilization of alternative methods of transfer pricing between responsibility centres is that the operating managers possess the incentives to closely weigh and conduct cost-benefit analysis prior to requesting groups services or products. Similarly, the operating managers possess an inducement to pursue the job and the development undertaken by the responsibility centres. Decentralization would encourage plant managers to enhance output so as to achieve the highest profitability, and inspire plant managers to track cost cutting measures that would increase margins. Manufacturing managers would be equally motivated to design their operations as per the criteria that satisfy the marketing managers approval, hence enhancing cooperation between the responsibility centres. The problem that emanate from adoption of alternative transfer pricing by Pear Ltds central management is that the contract may necessitate extensive internal negotiations with regard to cost, time, and technical specification. Similarly, Pear Ltds divisions need to consistently sell their services or products to the operating division and this could possibly result in loss of morale. To the degree that the focal point of the responsibility centres is on short-term schemes stipulated by the operating divisions, the current arrangement would lead to goal congruence and motivation. Goal congruence is attained since both the central management (operating divisions) and the responsibility centres are motivated to work the organizational goals such as enhancing the environment. The operating divisions would be highly motivated to utilize the services of the responsibility centres so as to attain the objectives outlined for them by the administration.

The Use of Stanislavskis Ideas to Guide Actors During the Rehearsal Process :: Konstantin Stanislavski Acting Theatre Essays

The Use of Stanislavski's Ideas to Guide Actors During the Rehearsal Process Stanislavski's ideas on relaxation, concentration of attention and tempo-rhythm went into great detail. He had very distinct, yet simple to follow ideas on each three, which actors still use and study to this day. Stanislavski dwelled on concentration of attention to a great extent. The use of attention when playing a role was considered very important. Concentrating on the attention was a skill that came from practise and focus, beginning in rehearsal and continuing into the final performance. The theory of concentration of attention is being able to concentrate on a particular part of the scene, which could be an object, a physical move or listening to the speech. This allows the actor to concentrate on the part of the play and know what is going on and happening around him, so there are no free moments. This means that each performance is similar, as the same objects of attention will aid the same actions, movements and speech. It keeps the performance consistent. Taking the theory of concentration a step further, Stanislavski devised the 'circles of attention'. This was where an actor would create a 'circle' in his or her own performance where they would devote their entire attention. Anything outside the circle would cease to exist. This would mean the performance would be totally dedicated, without any disruption from anything else, like a noise from the audience, or anything out of the ordinary. Not all performances allow for this approach to attention, as some may require the need to monitor the audience and connect with them. This would be the case when a speech is delivered directly to the audience. Or in the case of a comedy, an actor needs to observe the audience reaction and alter the performance. This is where concentration of attention becomes more complex. A performer must be able to split the mind into two. The first part being committed to the act, the second being able to take into account any external conditions. As a director, the use of concentration of attention is important to allow the performers to act at their best ability. The relevant use of concentration would be essential. For instance, when playing a singular, solitary part, like that of Davoren at times in 'The Shadow of a Gunman', the use of circles of attention would be very useful. Sitting at his typewriter, attempting to write poetry, he has no interaction with any other characters, and requires no audience response. Therefore, he can devote his entire concentration into the role and the scene around himself. However, if playing the role Mrs.

How would I write a Native American History textbook? :: Essays Papers

How would I write a Native American History textbook? Why does one write a history in a book? Most historians argue that the events and beliefs of the past constitute who we are today: to understand current structures of society and government, we must devote ourselves to understanding the struggles, failures and triumphs of our forefathers. Yet as events and beliefs are recorded and transmitted, the interpretative bias of historians come through the pages of text-books. Interpreting the interpretations of historians is the vital responsibility of readers to develop critical awareness of bias, stereotpye and discrimination. I see two existing veins of intention in recording history the history of Native Americans: I can seek to either exalt the success of Western ways of life in describing the conquest and consequential transformation (â€Å"civilization†) of â€Å"primitive† cultures into a Western way of life, or alternatively, I can seek to enhance and rejuvenate the cultural realities of our own time by articulating the history of Native Americans from a different perspective and emphasize past and present connections. In crafting a textbook of my own choice, I would emphasize three major movements and intrinsic arguments in the History of Native Americans. First, I would deliver a clear and extensive history of pre-contact experience and culture. In describing Mississippian societies, western cliff dwellings like Mesa Verde, and earthen-village houses of the plains, I would highlight the complex matrilineal property rights and parenting restrictions also inherent in Native American cultures. I would draw special attention to the politics of marriage and kinship ties, the practice of rearing children and caring for the elderly, and the hierarchy of villages and mother towns that draw populations together as allies in time of war fare. Within this first section, I would also offer a brief rendition of mythology and creationism, and assert that Native Americans possess the collective rights of indigenous peoples in the continent of North America. I would parallel Marshall’s argument that â€Å"first† is not the pivotal word in discerning indigenism, but the word â€Å"always:" Native Americans claim to have always inhabited the continent and I would offer my support of their claim. Furthermore, I would discuss the politics of "indigenous survival," and emphasize the gravity of cultural depravity through economic exploitation and usurption of resources: I would demand that history be remembered. The second movement I would emphasize is the four centuries of European conquest and colonialism.

Augustus: Establishment of the Principate

Establishment of the Principate: Booklet 1 Impact of the death of Caesar Government of Rome, under the republic: ?Senate governed Rome ?Corsus Honorum- political ladder of offices Consul > Praetor > Political offices voted for by public Aedile > Quaestor > Army services- 10 years Impact on Octavian: †¢Treated him like a son, groomed him as heir, military experience †¢Danger to O after death, assassinated for his dictatorial behaviour †¢When he found out, he didn’t go to Rome straight away (danger) wen to Italy †¢In will, O had been named heir A. H. M jones- no danger to Oct only wanted to rid Rome of Caesar †¢Return to Rome for inheritance †¢Reinforced position by raising two legions (5000 each)- veterans of retired Caesar, loyalty and closeness. Needs to match to C and show why C made him heir (prove himself) †¢We don’t know how he was feeling, but though that ‘a furious hatred for the murderers of his beloved†¦ great uncle ’. When he was heir must have a duty of vengeance †¢Felt robbed of the hopes of a career under C patronage As Caesar’s son he commanded support from soldiers and veterans †¢Frosty reception from Antony, who denied access to C fortune. O borrowed money to pay off C bequest to the Roman people and celebrate games > increase pop. †¢Filial piety = loyalty to father, family and ancestors †¢The games coinage with image of comet which confirms Caesar’s divine status > made Oct ‘divus filius’ > son of god Impact on Rome: †¢Upset, C was pop by Rome †¢Initially calm, C assassins expected normal government to resume. Antony and Marcus Lepidus remained untouched †¢Assassins perceived him as dictator and threat to republic.After Rome was sent into turmoil for murdered, who had no future plans and though death would lead to restorations of the republic †¢David Shotter- meant little more than the nobility would be free to re sume their self- indulgent lifestyle †¢Left a power vacuum in Rome †¢Political support- situation was unstable one side there were the supporters of the conspirators against Caesar, on the other side there were Caesar’s men (M+A) who had the people and the majority of the tribunes behind them. †¢The question remained- what was to be done about murderers of Julius Caesar? Early Career of Octavian: Gaius Octavian was born on the 24th September 63BC into a wealthy and respected family †¢Mother Atia, niece of Julius Caesar †¢She later married th aristocratic L. Marcius Philippus who proved to be a good step father to Oct providing the young boy with a solid if rather old-fashioned education †¢When 11 he gave a speech at his grandmother’s, Julia, funeral †¢Caesar was impressed with the boy’s abilities had him elected to the college of pontiffs and allowed him to take part in his African triumph when Oct was only 16 †¢He was a d edicated boy who suffered bouts of illness throughout his life. Sickness prevented him from going to Spain in 46, accompanying Caesar †¢Although he soon followed even though still not feeling well †¢Caesar was impressed and was from then made his will in favour of Oct †¢In preparation of his planning for the campaign against the Parthians, Caesar appointed Oct to his staff and sent him to Macedonia to complete his education and also receive military training †¢O took with him a friend, Marcus Vipsanius Agrippa, who until his death in 12BC was to remain O’s loyal friend and supporter Oct attempts to secure is inheritance: †¢Didn’t know that he was heir until returning from Italy †¢Parents suggested that he shouldn’t accept but he not only accepted, but changed hi name to Gaius Julius Caesar Octavianus †¢He now had to aims: Avenge his father’s death Prove himself worthy of such a father †¢As he moved around Italy, C v eterans and friends welcomed him – he would have to be cautious to meet his ends †¢Cicero did not trust him, he wrote in a letter to Atticus; â€Å"†¦ there are too many around him.They threatened death to our friends and call the present state of affairs intolerable† †¢O received a cold and hostile welcome from his father’s friend Marc Antony when he arrived †¢Antony blocked O attempt to have his adoption legalised and would not hand over Caesar’s money †¢Oct borrowed money in order to honour father’s legacy > gained him pop. and has games at his own expense †¢Antony probably didn’t perceive O as a serious political rival – Jones Octavian’s temporary collaboration with the Republicans: †¢Two broad categories: republicans and CaesariansRepublicans: Brutus and Cassius > left for the east to raise troops, Cicero > returned to R to lead the senate against Antony Caesarians: Antony> laid a siege t o Brutus at Mutina, Oc > rebuffed by Antony, appealed to Caesar’s veterans and seduced 2 of Antony’s legions †¢43BC Cicero decided to use Oct for a republican cause > in doing so speaks favourably of him †¢Raising an army like O did was illegal, however Cicero decided to look past this Oct first consulship: †¢Defeated A in Gaul he was now an enemy (with republicans) †¢Senate tried to discard Oct O realised that now the republicans were in command, his fathers murderers that he would have to take vengeance †¢He was consulship so that allowed him to gain leading position of the Caesarion party †¢Senate and Cicero continued to reject O demands > used 400 centurions to march to Gaul and demand that their commander be given the consulship †¢When this was resisted, O marched with Rome’s legions †¢He was elected in 43BC with his cousin Quintus Pedius they revoked the decree outlawing Antony and legalised the adoption †¢Oct h ad achieved his immediate objectives Now planned to meet B+C in battle The Second Triumvirate: Members: Antony, Lepidus, Octavian Five years- length of appointment Purpose of alliance: to set the state in order and to attack the republican armies of B+C in the east Power of T: Absolute- pwers of a dictator without the name The right to nominate all magistrates in advance Territory controlled: A- Transalpine & Cisalpine Gaul, L-Narbonese Gaul & Spain, O- Africa, Sicily & Sardinia First task undertaken: campaign of proscription ?Purpose? Confiscate estates in order to have money and land for the troops ? Destroy their enemies ?Results? ?Death of 300 senators ?Inc. death of Cicero ?Escape republicans Further activities: Julius Caesar fully deified, Lepidus appointed consul for 42, preparations made for A+O to face B+C in Macedonia Civil War: Battle of Philippi, 42BC: †¢After proscriptions, a campaign made to avenge murder †¢The Caesarion faction finally completes the avenging of the murder of Caesar †¢Faction found itself in control of 60 legions Path to Civil War: At first it seemed that A to control of the east. = rich in resources †¢O received Italy (heart of the empire) †¢Sextus based in Sicily Interfered with the trading in Italy – grain supplies and refuge for opponents of the the T. †¢Defeted Lucius Antonius, 41BC and Sextus Pompeius, 36BC †¢Make an example of his control †¢Argued that A was succumbing in relationship with his mistress Cleopatra †¢Republicans taken refuge with S, allowed them to return to Italy Showed the Roman virtues(merciful) †¢Claimed credit for their rehabilitation Events provided material for O propaganda †¢Undesirability of the union- A and chief victim was A wife and O’s sister, Octavia †¢Shotter says that O’s marriage to Livia Drusilla was â€Å"one of the most important decisions of his life† †¢Oct, leader of Caesarion faction was now the Champion of the republicans †¢The west were being prepared for a war that was not portrayed as the civil war Battle of Actium- Consequences and Significance: Significance: -O was now supreme ruler of the Roman world -Egypt added to a new province of the Roman Empire Wealth was added -Victories lead the civil wars to a decisive end -29BC O closed the doors of the Temple of Janus in Rome > new era of peace was brought to the empire Source 1- coin: †¢Proclaiming E has been taken †¢Croc means that -Creation of financial stability -No acceptance of exceptional honurs or powers -Use of propaganda to promote a new era of peace -No vengeance in the form of proscriptions exacted against enemies -Emphasis on interest in traditional and conservative activities -Provision of diversions and employment for the people

American-Cuban Relations: A critical analysis

The American Cruise Line is a United States small ship company. Its operations are around Eastern Seaboard in the US. Its operations commencement is dated back in early 1970’s. However, the business stopped sometimes in 1980s due to a decreasing level of customers. Its operations either went in business again in 2000, by launching some three ship fleet with the American Eagle (49 – passenger capacity) being the first ship. Others launched in 2002 and 2005 where the American Glory (49 – passengers) and the American Sprit (98 – passengers) respectively. In 2007, the company is to launch the American Star.The owner had sold the company in late 1980’s before it went under due to operational inefficiencies. Since it’s rebirth in 2002, the company continues to embrace a big growth, with its operation expanding highly. The same rebirth followed an acquisition by the owner of the then former company which was operational in 1980’s. The company is a US based small ship company registered in Maine. Its operations are along the US coastal line form the Maine to Florida. Operational profile. The company owns a much larger fleet with a capacity of 220 square fleets.Its cabins are of a larger size than any other small ship company. In its fleet Profile, its currently operates with three cruise ships such as the American Eagle, American Glory and the American Spirit. Its current decision to launch the fourth ship (America Star) within the year is perhaps its greatest achievement. Its ships are profound in three characteristics which make it to adequately compete with its competitors at the market place. They are highly roomy, and of the most modern nature. (http://www. cruisecritic. com/reviews/cruiseline. cfm? CruiseLineID=57)Their ships have adequate privacy due to the large capacity, intimate relations for their relatively small size as well as allowing its passengers to be able to frequently meet within a week. Their dining room are located at the deck which primarily lowest at the stem point, where it has some windows on its three sides it has other two cabin sized lounges, with the tip deck making open cut facility for the remaining part of the ship. The four decks will then be linked together by an elevator. Many of the cabins have balconies which provide an attractive environment for the passengers on the coastal scenery while traveling.Those without balconies will have their windows painted large pictures which are then opened for free circulation of air and also the different sounds emanating form the sea. They also offer cabin facilities for persons who are single or disabled. Generally, the vessels will have identical features in regard to the facilities, decor and also layout. The passengers are free in their choice of cruise in terms of date or even itinerary without been forced to use a cruise without their choice. (Morgan, 2004) The decors are attractive and exciting, with both muted and a range of simple colors.Their close array is like that of a hotels generic lobby. Its main lounge has a specific location. This is underneath their bridges at a directly forward position. It has a set of tail windows in one of the three sides which are used for providing a way of viewing the attractive scenery while passing. However, the stringent maritime laws have worked to lower the company’s activities. These laws prescribe an attractive package in the certain conditions relating to capacity, modern, operating diameters, and other legal conditions on the cruise business.At one point, we can talk of the advantage into the nature of the business customers. However, the same laws may be argued as stumbling blocks into the cruise business where stringent legacies ought to be followed. Consequently, cruise businesses are required to have a layout of specific modalities in the operational system and the physical nature of their ships. Such conditions have been voted as been hig hly expensive leading to conditions of high operating costs. The company has the launch of the American Star in progress which is to be later in this year.Either, its development of Pearl Seas Cruises within the course of 2008, will find the company at the most competitive edge in the international waters. This would have the same similarities to the other ship models, though it’s highly sophisticated. With a regard to the environmental laws about water pollution, the company has been in the fore front to ensure Low rates of environmental pollution. The construction system of its ships follows a highly conventional manner in which high standards ships manufactured with lower cases of oil spill-over in the water.Either, it has various facilities for ensuring safe custodies for any emergency cases and accidents that would lead to oil spillages in the water. Above these parameters, its high advocacy to the travelers of frontiers that provides conditions for lower environmental p ollution has been ensured by the management. The company has continued to recognize and put in place various campaigns on environmental conservations, and reduction in water pollution. Through such a campaign, it has ensured high operational statuses which provide a hallmark in the conservation of the water environment through reduced pollution.(Sagers, 2006) Organizational structure and current operating environment. The company has provided a layout in terms of its organizations structure. A compliment of various stakeholders to be same structure is therefore available. It has the CEO as the highest rank in the structure. A panel of board of directors also accompanies the same structure. Elsewhere, various managerial staff positions provide management services to the different management offices. The current operating structure may be summarized under the aspect of ship board organizational structure.The shipboard organizational structure is comprised of system of controls into th e various activities and operations at the time of boarding a ship. Like any other organizational activity, the ship boarding activity is comprised of various activities that help an adequate environment for the operations. Different personnel have various delegated responsibilities, which help the smooth process of activities during the boarding time. (Hazell, Fitzpatrick, 2006) Various control persons are therefore delegated with various duties.These include; operations control who is capable of the communication process within the shipping process. The engineering control, who provide various engineering services for the shipboard process incase of mechanical breakdowns; the damage controller, who provide repairs and maintenance to any materials breakdown in the shipping process. The shipboard directors(s), who provides a package of directorship in the control layout systems of the ship board process. Above these profiles, the shipboard organizational structure is compounded by o ther systems of control / control officials.These are medical controls, finance officials, supervisors, safety officers, security control and quality assurance controls. All the controls play their relevant authorities and displiness in correspondence to the requirements of the shipboard process. Summarily therefore, shipboard organizational structure is comprised of a system of control that ensure adequacy in the company’s organization at the shipboard process. The shipboard operating structure is comprised of a system of control available at the process of its operations.While the ship is on its traveling process, there are various operating controls and processes that accompany it for adequate and safe traveling and services. At one level, the demographic population of the company can be echoed in a close perspective between the ships and the passenger volume they operate in. The demographic structure of the company depicts diversity in its clients in terms of geographical parameters. Clients are from the whole region. Generally, the number of children clients has been voted to be low.However, a higher volume of children is available during the summer within the Maine and the New England. Currently the company has its three ships with the American Star at the verge of been launched within this year. (Talley, 2000) The major nationalities working in the onboard process are Americans. The company has had dominance in the employment of Americans for its onboard activities. This is in attribute and understanding that fellow Americans can provide good customers relation in the onboard process during the ship traveling.However, the onboard process is accompanied by a number of activities on process where different personnel perform different roles. Firstly, the role and position of show excursions controller should not be overlooked. This is the controller person in charge of excursions in every port in which passengers are taken through to know the differ ent environments they are driving in. This is taken as a refresher course to the passengers in the long journey processes. Food and drinking personals (waiter) who are allied to the different schedules of the passenger feeding.With the long journey process, passengers are ideally provided with food, this is taken care of by the food controller. Like the shipboard organization structure, the on process is also accompanied by a system of control which includes quality assurance, finance, medical, security, administration, above others. At the onboard process, the persons are responsible for these controls. At the shore side either, a comprehensive, package of management structure, controls and human resources issues is highly pronounced to provide a higher and better environment of the shipping process.Majority of the characteristics of activities found at the shore side is a combination those at the shipboard organizational and operating structures above those of the onboard structur e. A combination of the relevant system of control relating to the various systems of control is therefore attributable to the shore side organizational structure. Marketing positioning The small ship industry in America is highly competitive. The company continue to get a high and stiff competition form its competitors around the world.The success to the company has however been through a package of providing relatively high quality products and services above other strategies which helps it to even pursue well in such a competitive market. It has however a highly developed and established system of itineraries which are found placed in the whole Eastern Seaboard covering the Penobscot Bay at the Maine up to the Florida. (Haigh, Nomikos, Bessler, 2004) The traveling system changes considerably during the various seasons of the year. The cruises allied to England Island have the Block Island as their stopping areas at the summer periods.They can also stop at Nantucket or Martha†™s Vineyard. Trips also change in the course of the year depending on the environmental conditions allied to the navigation process. There is the June offer of itineraries from the Chesapeake Bay which are allied to the Baltimore case. However, these are all short trip cases. The great passageway which is form the Baltimore to the peak of Florida is among its long paths. Elsewhere, the ships will sail via the Antebellum Itineraries, which is form the Jacksonville and the Charleston.This occurs at the periods form November throughout April. The Okeechobee trip is offered as an occasional trip. As the 2008 approaches, other cruises will be introduced by the Pearl Seas Cruises. There destinations are proposed to been Canadian Marmites, St. Lawrence Seaway Caribbean American itineraries and also the Central American itineraries. This 2008 activity plan is a clear indication of the high level of expansion by the company in their itineraries. (Still, 2001) The target market of the compa ny is to include the whole of the US costal line.However, this is only its immediate (short run goals) with the intensity into its expanding phenomena, the company is perhaps to embrace its final attribute of expanding to reach the various water ways and ports in the US coastal strip. Elsewhere, its greatest achievement would be expanding to the broad foreign market. Foreign market is seen as an attribute in which the company will develop in capacity to even reach the global market, through mergers, acquisitions, starting or even through Franchises. Miscellaneous details The American Cruise company has continued to embrace the sovereignty as one the largest small ship company in US.Over the last three years, it has had an average of reported profit amounting to $ 694 per annum. The price of it share in the American stock market has considerable been improving. Since is rebirth in 2002, it has continued to show an increasing level of profit. . References Cruise Review and News (2007) American Cruise Lines. Retrieved on 7th Nov. 2007 from http://www. cruisecritic. com/reviews/cruiseline. cfm? CruiseLineID=57 Haigh, M. S. , Nomikos, N. K. , & Bessler, D. A. (2004). Integration and Causality in International Freight Markets: Modeling with Error Correction and Directed Acyclic Graphs.Southern Economic Journal, 71(1), 145+. Retrieved November 6, 2007, from Questia database: http://www. questia. com/PM. qst? a=o&d=5006987575 Hazell, L. C. , & Fitzpatrick, S. M. (2006). The Maritime Transport of Prehistoric Megaliths in Micronesia. Archaeology in Oceania, 41(1), 12+. Retrieved November 6, 2007, from Questia database: http://www. questia. com/PM. qst? a=o&d=5015172724 Morgan, C. (2004). The Public Nature of Private Industry in Confederate Georgia. Civil War History, 50(1), 27+. Retrieved November 6, 2007, from Questia database: http://www. questia. com/PM. qst? a=o&d=5006500885Sagers, C. (2006). The Demise of Regulation in Ocean Shipping: A Study in the Evolution of Co mpetition Policy and the Predictive Power of Microeconomics. Vanderbilt Journal of Transnational Law, 39(3), 779+. Retrieved November 6, 2007, from Questia database: http://www. questia. com/PM. qst? a=o&d=5019554251 Still, C. (2001). Thinking outside the Box: The Application of COGSA's $500 Per-Package Limitation to Shipping Containers. Houston Journal of International Law, 24(1), 81+. Retrieved November 6, 2007, from Questia database: http://www. questia. com/PM. qst? a=o&d=5000945085 Talley, W.K. (2000). Ocean Container Shipping: Impacts of a Technological Improvement. Journal of Economic Issues, 34(4), 933. Retrieved November 6, 2007, from Questia database: http://www. questia. com/PM. qst? a=o&d=5001180959 The state of conflict that has come to define the relationship between the United Sates of America and the tiny island nation of Cuba is, unknown to many, as old as the history of Cuba as a nation state. The first signals of conflict came early in the life of Cuba as a Spanis h colony when in 1795 Negro slaves and whites came together to revolt against the Spanish overlords.That momentous occasion caused a great disquiet amongst slave owners in the American south, and thus attracted the keen attention of the American establishment, who did not desire such an example to be set too close to home. The first overt reaction of the American rulers at that time was to make overtures to Spain for the purchase of Cuba. In this respect, Thomas Jefferson, the American President, was reported to have said in 1809 that, â€Å"I candidly confess that I have ever looked upon Cuba as the most interesting addition that can be made to our system of States. †Though Spain persistently rejected the American request, the Americans never dropped their desire to annex Cuba by any possible means. This ardent American desire and policy on Cuba was summed up by the then American Secretary of State, John Quincy Adams, â€Å"These islands (Cuba and Puerto Rico) are natural a ppendages of the North American continent, and one of them (Cuba) almost within sight of our shores, from a multitude of considerations has become an object of transcendent importance to the commercial and political interests of our Union†¦ These are laws of political as well as physical gravitation.† It was therefore only a matter of time before the first real conflict over Cuba erupted. When it did, it did so in two fronts, one involved America and Spain while the other involved Cubans themselves, who desired independence from Spain. In 1823, US President Moore declared the Western Hemisphere, including Cuba, as an exclusive sphere of influence of the United States, warning European powers to take heed and steer clear of any interference in the affairs of any nations within the so declared ‘sphere of influence’.Subsequently, in 1898, Cuba became a theatre of war between the Americans and Spain, the Spanish American War. This was coincidentally at a period C uban revolutionaries claimed they were on the threshold of liberating Cuba from Spanish rule. The Americans won in the ensuing war and subsequently took control of the governance of Cuba as protectorate. What was to follow was a despoliation of the Cuban state by successive American appointed administrators, land speculators, profiteers, the Mafia and their local Cuban collaborators.Attendant to these was the economic emasculation of the Cuban nation as American colonists swooped on the island and acquired large swats of fertile farm land, marginalizing the local people, and in so doing sowed the seeds of the many conflicts that were later to help shape American-Cuban relations for almost the past half century. 2. 7. 1. The Actors General Fulgencio Batista Formerly a Sergeant in the Cuban Army, Batista came into limelight when he led a group of sergeants, ‘The Revolt of the Sergeants’ to overthrow a sitting government in 1933.Though he relinquished power shortly afterwa rds to become the army chief, he made himself the elector of the next president and subsequent five others until 1940 when he contested and won the presidency for himself. Successive American administrations found him a willing ally and were in tacit support of his conducts and rule over Cuba. Under Batista, the Miami mafia mob became the co-rulers of Cuba. Batista was to retire from presidency in 1944 only to make a quick come-back in 1948 when he was elected into the Cuban senate. Later in 1952 he sidestepped the elections and took over power in a coup.With the support of U. S administration of Harry Truman, Batista cancelled the elections all together and became the maximum leader. Fidel Castro was one of the contestants in that botched election. Fidel Alejandro Castro. The son of a wealthy Creole farmer, Castro was educated in Jesuit schools, and finally graduated from the Havana University with a law degree. Disillusioned with the poverty he saw around him and the display of we alth by the American colonists, Fidel joined the political movement with intent to stand for an election into the Cuban congress.When this desire of his was scuttled by the cancellation of the elections and the usurping of power by General Batista in 1952, he took up arms with other rebels, ‘The July 26 Movement’, including his brother Raul to wrest power out of Batista forcefully. Their attempt at rebellion in 1953 ended in disaster and the killing of most of the rebels. Fidel, his brother and a few others were arrested, tried and jailed, but later released. Castro was to strike again, and eventually defeated Batista’s soldiers to take over power in 1959.On assumption of power, Castro took several populist actions, which endeared hum to the down trodden Cuban masses. But his later actions of nationalizing all American run and owned businesses in Cuba, closing down all casinos, whore houses and sending the mafia on the run, as well as his switch to communism earn ed him powerful enemies in the American establishment. Ever since, American Cuban relations can be effectively summed up in two this short term- mutual hostility. Dwight D.Eisenhower. Two-term president of the U. S, 1953-1961, Eisenhower was in power at the height of the Castro rebellion, which ousted General Batista from power. Eisenhower was the architect of initial American policy response to the Castro challenge. Hostility was the initial and consistent response to the Castro regime. This response was later to be institutionalized, thus setting the mood for subsequent US-Cuban relations. Eisenhower took far-reaching steps to checkmate Castro.Some of these steps were the authorization of the CIA to train Cuban exiles to form a force that could overthrow Castro and install a more acceptable regime in Cuba, cancellation of American orders for Cuban sugar, prohibition of American exports to Cuba, putting pressure on European banks to cancel loans meant for Cuba, blacklisting of nava l vessels carrying cargo to or from Cuba, massive propaganda offensive to discredit the Cuban regime, liaisons with and use of mafia links to try to assassinate Castro or destabilize Cuba. J. F.Kennedy. He succeeded Eisenhower as American President, and true to his election campaign pledge to ‘do something about Castro’, Kennedy went a step further by authorizing and sponsoring the failed Bay of Pigs invasion of Cuba in 1961 by Cuban dissidents. This was in addition to other US sponsored covert and overt terrorist attacks against Cuban interests and attempts on Castro’s life. Kennedy followed up late with the termination of diplomatic relation with Cuba in 1961. Some other attempts by Kennedy to deal with Castro included:Operation Mongoose, whose aim was to overthrow Castro through acts of terrorism and subversion; The invoking of US military intervention to â€Å"overthrow the Castro regime; Operation Peter Pan, (1960-62) in which the US colluded with the Catho lic Church transport 14,048 unaccompanied children between 6 and 18 years old out of Cuba for the US; Institution of a full trade embargo against Cuba; Punishment and denial of US aid for third countries which allowed assistance or commerce with Cuba; Imposition of travel to Cuba on US citizens;Though President Kennedy was assassinated in circumstances which some speculations have linked to the Castro issue, the US policy direction on Cuba did not change, but had rather intensified with successive US regimes. 2. 7. 2. Issues Basically the Issues at stake in American-Cuban relations could be described as both ideological and territorial.The United States on the one hand had a long standing interest to annex or control Cuba and to have the island nation come under its capitalist mode of operation, whereas Cuba had traditionally resisted any such designs by the Americans and had under Fidel Castro towed the communist line of production and ideology. 2. 7. 3. The Underlying factors Many recent commentators on the unending face-off between Cuba and the United States have wondered why the US has found it difficult to accommodate the Cubans and their communist form of government at a time that they have normalized relations with such other communist regimes as China and Vietnam.`It is quite obvious that such commentators have failed to take into account the full weight of the underlying factors that have helped shape and instruct American policy direction on Cuba. Some of these factors can be discussed below: 1. The ideological war: Capitalism vs Communism. It is an established fact that the United States is as rabidly capitalist as the former Soviet Union was Communist. So when Castro concluded his revolution by tilting towards communism he inadvertently touched America at it sorest point.It was a declaration that an enemy was at its back door. Thus Cuban American relations were ab initio anchored on diametrically opposing posts the moment Castro took over power. 2. Proximity. Cuba’s proximity to the US which put it within the so-called American sphere of influence in the Western Hemisphere precluded that the US must, as a matter of national security, have interest in what happens in its back waters. And what the American administrations loathed most was for Cuba to become an example which other Western hemisphere counties could look up to and copy.3. Interest groups. Most of the American business interests that were nationalized by Castro are today part of the dominant group ruling the United States, and dictating state policy. They have not forgiven Castro and will never forgive him for disrupting their lucrative business operations in Cuba. The same is true of the mafia elements within the Cuban exile groups. 4. Resistance from ordinary Cubans. Having witnessed firsthand what unbridled capitalism and corrupt did to them the first time they came under U.S rule, ordinary Cubans are loathe to again welcome any American hegemony over the m. 2. 7. 4. Scope The scope and ramifications of US-Cuban relations crossed national and continental boundaries in the 70’s and 80’s when Cuba embarked on shoring up leftist regimes or groups in South America and Africa. These attempts brought them into direct conflict with the US; with disastrous effects in Nicaragua, Grenada, Angola, Ethiopia and Congo democratic republic.Consequently, local conflicts were internationalized, protracted and resulted in tremendous human tolls. The effect of almost fifty years of American economic embargoes on Cuba has also been horrendous on Cubans. 2. 7. 5. Previous Attempts at Settlements The first known attempt at settling the disputes between the US and Cuba was in 1964 when Cuba offered to desist from exporting revolutionary ideals to South America if the US would halt its hostile actions against Cuba. The US refused, urging Cuba to first stop close relations with the USSR.It was also speculated that Kennedy had intended to engage Castro in negotiations shortly before he was assassinated in 1965. Another secret attempt was made at reconciliation in 1974, but was supposedly cancelled after Cuba got involved in Angola. President Ford at that time linked normalization of relations with Cuba with its voluntary pull out from Angola. It was under Jimmy Carter that the most real attempts at the normalization of relations with Cuba were initiated when he lifted the travel embargo on Cuba.A maritime boundary and fishing accord was signed by both countries during this period, while diplomatic interest sections were opened by both countries in Havana and Washington, respectively. Other bilateral negotiations were started; the American Congress also repealed the provision of the Foreign Assistance Act of 1961 banning aid to countries permitting their vessels to trade with Cuba. The National Security Council also rescinded the ship blacklist. 2. 7. 6. Phases and IntensityThe Kennedy era was perhaps marked zenith of Ameri can-Cuban hostility. It was then that the botched Pay of Pigs invasion of Cuba was carried out in 1961, same as the Cuban missile crisis, which involved the installation of Soviet nuclear missiles in Cuba in 1962. Though the missile crisis was eventually resolved, when the Soviets willingly dismantled the missiles, the crisis almost precipitated a nuclear war between the US and the Kruschev-led Soviet Union. Several U.S instigated attempts were also made during that same era to assassinate Fidel Castro, but the climax was the assassination of President Kennedy himself. The other high intensity points in American-Cuban relations were in the 70’s and 80’s when Cuba actively supported leftist insurrections against American backed dictatorships in Africa and South America. The most notable of these countries where Cuban forces played direct combat role were Angola, Ethiopia, Grenada, El Salvador and Nicaragua. The U. S countered these Cuban moves by pouring in massive supp ort to the opposing groups.However, the relations between the have traditionally been known to experience upward and down swings in response to the parties in power in Washington- much more favorable under the Democrats and less so under the Republicans. 2. 7. 7. Balance of Power In territorial size and resources, Cuba is no match to the United States, but the active support of the Soviet Union at the start of the Castro revolution and until the collapse of the Soviet Union brought a semblance of balance of powers between the two feuding neighbors- U. S and Cuba.However, at the collapse of the Soviet Union, there were expectations that Cuba would falter and collapse, but world public opinion and the support of Canada, the European Union, China and of late Venezuela have helped stabilize Cuba ideologically and materially. 2. 7. 8. Capacity and Resource There is no room for comparison of the resources and capacities of both countries, the U. S is way ahead of Cuba in all respects, but as explained earlier what Cuba has going for it are favorable world opinion and the resilience of its leadership and people. 2. 7. 9.State of the Relationship The support for the continuing US embargo of the island nation have been completely eroded, as many of the nations of Europe, Latin America, Asia and Africa have since normalized relations with Cuba. Even fellow North American countries of Canada and Mexico have consistently opposed US embargoes on Cuba, especially as it affected US subsidiary companies within these two nations. Even many Americans have come to question the wisdom of continuing with the hostilities when it is obvious that Cuba, at present, poses no threat to U.S national security. Visits have been made of late by sitting congressmen and other influential Americans in efforts to settle the disputes between the two neighbors that are so close but yet so far apart. Works Consulted Chadwick Ian. History of Cuban American relations. Retrieved March 30, 2007 from h ttp://www. ianchadwick. com/essays/cubahistory. html Siera J. A. Compilations of History of Cuba. Retrieved March 30, 2007 from http://www. historyofcuba. com/history/batista. htm