Primate Social Behaviour - Free Essay Example

Sample details Pages: 6 Words: 1742 Downloads: 7 Date added: 2017/09/22 Category Advertising Essay Type Argumentative essay Tags: Development Essay Social Essay Did you like this example? Primate intelligence and social behaviour Introduction Most primates spend their lives in large social groups and the social brain hypothesis posits that selection has favoured larger brains and more complex cognitive capacities as a means to cope with the challenge of social life (Silk 2007) Research in the field and laboratory shows that sophisticated social cognition underlies social behavior in primate groups. Social behaviour is behaviour and interactions that takes place between organisms of the same species. There are many different levels of social behaviour. The â€Å"simplest† or lowest forms of social behaviour are those which specific biological processes account directly for the behaviour. These are biological behaviours, of which there are three levels (the taxis, biotaxis and biosocial) the biosocial level is the level at which the reciprocal simulative function of other organisms is the source of the groups behaviour. The higher levels of social beha viour are those of plastic adaptive adjustments arising through widened learning capacities and the entrance of thinking. These higher levels are psychological behaviours of which there are two levels. The psychotaxis is the level at which behavioural plasticity becomes increasingly important in directing the course of behavioural development, as in the effects of maternal behaviour on the subsequent behaviour or the gorilla. The second psychological level is the psychosocial level where the development of bonds becomes an important factor in determining an organism’s further behaviour (Greenberg, 1988) These two psychological behaviours, the psychotaxis and phsycosocial levels are the levels of social behaviour that are easiest to observe in a zoo setting. I have further broken these levels up into further categories, these are; Social observation: individuals watching one another Mother and infants: this is the basic social group for many primates. Mother infant bondi ng is essential to teach the infant how to interact properly as an adult. Dominance: Primates and animals that live in groups tend to form â€Å"dominance hierarchies† the rank is learned through play, agnostic interactions and affiliative interactions. Grooming: this is an important affiliative mechanism and is used to strengthen links Communication: this ncludes scents, body postures, gestures, vocalisations Play: attempts to define play behaviour has been historically tricky (Pellengrini 2005) Cooperative feeding: individuals feeing together The aim of this study is to test the hypothesis that â€Å"more ‘advanced’ primates make the most use of social behaviour† so first we must look at how we decide what makes a primate more advanced or more intelligent than another and also look at the emergence of intelligence. The social intelligence hypothesis was developed to explain the evolution of primate intelligence and suggests that life in complex social environments was the primary selective pressure for primate cognitive evolution and for enlarged brains (Maclean 2008). It has been suggested that â€Å"intelligence† and brain volume are linked but it remains largely untested. A study by Reader and Laland showed there to be a positive correlation between social learning, innovation and tool use and species’ relative and absolute â€Å"executive† brain volumes. Reader and Laland 2002) Also, relative neocortex size is positively correlated with social group size in primates. Researchers simply do not know how best to measure cognitive ability across species, but a measure of brain size is a good first approximation until more further research can suggest better characteristics, so brain size is how we will divide the zoo primates into levels of intelligence. The primate with the largest brain size is the Western Lowland Gorilla, followed by the Chimpanzee and then the Back Handed Spider Monkey (Kiwanuka, 2010) M ethodology On the 8th of May 2010 three different primates were observed at Sydney’s Taronga zoo. The three primates that were chosen for this study was: The Western Lowland Gorilla, Chimpanzee and Black Handed Spider Monkey. These three primates were chosen because there was at lease six individuals in each enclosure this is important because there needs to be several individuals interacting with each other for it to be possible to effectively observe their social behaviour with each other. Primate groups are important because they show social learning which can lead to the development of temporal stable condition or even proto-culture (Voelkl 2008). There were seven behaviours that we decided would be observable and quantifiable on the day and they were; social observation, dominance, grooming, communication, play, cooperative feeding, mother infant, and presenting. These behaviours were put into a table and it was decided that a tally system would be the easiest meth od of quantifying. One tally was put down for each time the behaviour occurred. So if there was a mother holding her infant for the whole time they were being observed; only one tally was put down for that behaviour. Figure 1 shows what our data sheet looked like on the day. Within a group of three people we all observed the entire enclosure at the same time and marked down a tally each time we saw a behaviour that was on our list. But to avoid marking the same behaviour several times we would discuss sightings of behaviour with each other before marking it down. Each species was observed for 45 minutes at a time by our whole group. It would have been more ideal and accurate to be able to observe all three primate species at around the same time of day and all around feeding time but time constraints on the day made this method unable to be carried out. Social BehaviourGorrillaChimpSpider monkey Dominance5 2 Grooming 13 Communication41 Play71 Co-operative feeding2 Presenting S oicial observation652 Mother infant 21 Figure 1: data sheet for marking down social behaviours for each primate species. Results The Gorilla apeared to show the highest amount of social behaviour(n=9) (figure 2) showing a range of different behaviours with most of their social behaviour being play and social observation. The chimpanzee and spider monkeys showed a lesser amount of social behaviour (n=9, n=6) but also a high proportion of this was social observation behaviours. Figure 2: This graph compares the difference in amount of social behaviour between Gorilla, Chimpanzee and Spider Monkey Chi? test GorillaChimpanzeeSpider MonkeyTotal Passive Behaiour13 (13. 6)6 (4. 7)3 (3. 7)22 Active Behaviour13 (12. 4)3 (4. 3)4 (3. 3)20 Total 269 742 GorillaChimpanzeeMonkeyTotal Observed269742 Expected269741 The above data gives an x? value of zero and a P value of 1 this is not significant. A Chi Squared test cannot give us accurate results from the data collected because there are more than three expected values that are less than 5 so the results are not significant or accurate. Discussion The results gathered proved to be inconclusive because the statistical Chi square test showed no significant results because there were not enough observations to make the analysis reliable. The primates needed to be observed over a longer period of time in order to gain enough data to have reliable results. This study would need to be carried out in a period of months instead of one day. This would make it easier to acquire data from the same time of day for each species. So each day there would be data collected for both feeing time and non feeding time for each of the species. This was definitely a limitation of our experiment because we only had one day to make our observations and the three species were observed at different times of day. The Gorillas were observed during and after their feeding time, giving us more social behaviours to observe. But the Spider Monkey s and Chimpanzees were observed after feeding time and late in the afternoon so they weren’t as active as the Gorillas. It was also a warm sunny day so when observing the Spider Monkeys and Chimps they spent most of their time sunning themselves and not interacting with each other. But the difference between these two was that the Chimpanzees would lie around in groups with all the members close to each other whereas the Spider monkeys were all spread out into their separate spaces in the enclosure. This is supported by Spehar (2009) who explains that spider monkeys live in a flexible fission-fusion social system where group members are not always in constant contact with each other. Studies have shown that Chimpanzees and Spider monkey have similar social structures; they form parties of variable sizes which are smaller when food is scarce. This is very different to the social structure of Gorillas that live in long term groups with a stable membership this suggests th at the principles underlying social evolution in the Spider Monkeys and Chimpanzees are different from the Gorillas so we could expect to experience different amounts or different types of social behaviour between these species (Wrangham, 1980) There is a general trend that can be concluded from our results if we look at the amount of social behaviour that was observed, and that is that the Gorilla showed the greatest amount of social behaviour, followed by the Chimpanzee then the Spider Monkey which both showed similar amounts of social behaviour. This supports our hypothesis but a strong conclusion cannot be made because they were observed at different times of day and we cannot make a significant statistical analysis because of the lack of data, so we cannot accept nor prove our hypothesis that â€Å"more ‘advanced’ primate’s make the most use of social behaviour† This experiment would be valuable if we had more time, better knowledge and more insight i nto how to observe social behaviour. Having more time to observe the primates would improve our observations because we would be able to recognize the different behaviours more clearly giving us stronger results and a larger set of data to work with. References Greenburg G. and Tobach E (1988) Evolution of social behavior and integrative levels. Schneirla conference series volume 3 Kiwanuka B. (2010) Gorilla Intelligence and That of the Other Great Apes, accessed: 13/5/2010. https://www. buzzle. com/articles/gorilla-intelligence-other-great-apes. html Manclean E. L. , Merritt D. J. , Brannon E. M. (2008) Social complexity predicts transitive reasoning in prosimian primates. Animal Behaviour 76 479-486 Pellengrini AD and Smith PK (2005) the nature of play: great apes and humans. The Guilford Press New York Silk J. B. (2007) Components of Fitness in Primate Groups. Science. 317 (5843), 1347-1351 Spehar S. N. ,Link A. and Di Fiore A. (2009) Male and female range use in a group o f white-bellied spider monkeys (Ateles belzebuth) in Yasuni National Park, Ecuador Voelkl B. and Noe R. (2008) The influence of social structure on the propagation of social information in artificial primate groups: a graph-based simulation approach. Journal of Theoretical Biology. 252 (1) 77-86 Wrangham R. W. and Smuts B. B (1980) Sex differences in the behavioural ecology of chimpanzees in the Gombe National park, Tanzania. Journals of reproduction and fertility Ltd. 28, 13-31 Don’t waste time! 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Motivation Theories, Content And Process Theories - 910 Words

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Steve Jobs And Bill Gates - 1782 Words

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HR fail Development Plans

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Marketing strategy development Unilever Group

Question: Discuss about the Marketing Strategy Development Unilever Group. Answer: Introduction The present report will discuss about the management of the marketing for Unilever Group which is one of the most popular company. There is a huge difference in the marketing and management of a company but still they are deeply interrelated to each other. The marketing of a product refers to advertisement and promotion of the products and services to make it familiar to the existing and potential customers. While the management of company refers to a systematic arrangement of all the activities so that the company can minimize its input and maximizes its output. The management of marketing refers to a situation where a company decides to manage the marketing plans and strategies of a company. In this report, in-depth discussions will take place on Unilever Group and its marketing management. As the business environment is changing, there is a need to update the marketing management of company like Unilever group which is an international brand for consumer goods. It is a leading company that has a huge number of customers all over the world. Due to this, the level of competition is also increased and the company is facing problems and issues in achieving competitive advantage against the competitors. The motive of this company is to sustain in the existing and also in the new markets of different countries. To achieve this target, the company has to adopt new strategies and policies to attract new customers. The focus of Unilever Group is to achieve big targets and make unique identity. An overview of the company Unilever Group Unilever Group is one of the leading companies of consumer goods. This company is a British-Dutch company which is headquartered in London, Rotterdam, and Netherlands, United Kingdom. This company is dealing with a huge variety of consumer goods products like beverages, food items, milk products, cleaning, cosmetics, personal care products, etc. in the year 2012; it was found that this company is the worlds third largest company for the consumers good. At that time, the firms of the consumer goods that are also the biggest competitors of Unilever Group are Procter Gambles and nestle. At present also, Unilever Group is the third largest but the company is trying hard to reach to first position. However, Unilever Group is one of the largest companies who is manufacturing and producing foods and beverages items. It is also an oldest company for the consumer goods. Unilever Group deals in more than 190 countries and it has more than 40 brands that are working under this brand. The major focus of Unilever Group is on its main brands like Ice-creams, dove, Surf, Lux, Omo, Magnum, Flora, Sunsilk, Heart brand etc. These are the top selling brands of Unilever Group (Gummesson, 2002). Industry of the company As discussed above, the industry of the present company is consumer good company that deals with the goods and services. The company that deals with the consumer goods produces such products that accomplish the daily needs of the customers. to have a better life style, consumers need consumer goods like daily soaps, surf, shampoos, eatables, etc. these are the most selling products present in the consumer markets. This company also belongs to the same group and manufactures beverages, foods products, packed items, clothing, and many more items that have a direct use to the customers to have a good and easy life style. Slogan used by the company to communicate the utilization to the customers The slogan of Unilever Group is very attractive and nice it attracts a huge number of customers that is Feel good, look good, and get more out of life". This is a slogan that represent Unilever group as one of the favorite brand of many customers. Orientation of the market The focus of Unilever Group is to expand the markets of the company and increase the operations. The company also wants to reduce the impact of the company on the environment. In order to achieve this, Unilever Group has to increase the environmental and ethical awareness in the internal and external management of the organization. The focus of the company is to bring development through the motivation of the employees and also the other people related to Unilever Group (Kasi, 2011). Motivation is a key factor that helps every organization to increase the performance of the employees. Unilever Group idea of doing business is to analyze the operations first and then apply strategies on the same. They analyze the market by using different approaches like SWOT analysis, PESTLE analysis, etc. In this way, they identify the internal and external environment of the company. A big difference can be made in the company through taking actions on a daily basis. In this way, the process of market orientation takes place in Unilever Group (Srinivasan, Vanhuele, Pauwels, 2010). Products The aim of the company is to accomplish the daily needs of every customers present in the market. This is the reason due to which company is trying to expand their business organization and presently it is operating in more than 190 countries and serving their customers. the product range for Unilever Group is very vast as it not only providing consumer goods but also goods that have become a part of peoples life like cosmetics, cleaning items, food items, household products, baby products, clothing, and many other goods (Elliot, and Larry, 2011). 5 Cs 1.Company SWOT analysis POSITIVE NEGATIVE INTERNAL STRENGTHS Largest brand and leading organization Worldwide body leading the consumer goods market share prove is too high reformation plan is very unbeaten like one Unilever effective research and development department Development and growth of product and services successful ad and make use of real life and real people WEAKNESSES the company do not have any patent for the new and innovative technology used by the company huge expenditure on the promotion and commercial ad EXTERNAL OPPORTUNITIES Unilever Group has an opportunity to expand in new and untouched markets A vast impact on the customers perception Increase in the demand of products They can also deal in economies that are booming. THREATS Competition slowdown in the market of urban nations The influence of government and authority is growing There is boost in the position of brand 2.Customers There is a wide group of customers that spread almost in every country as this companies as captured the consumer goods market in a very effective way. Unilever Group tries to cater all age group of people by manufacturing products that can be used by everyone. The range for the products begins with baby products and ends with old age people. The largest market for Unilever Group is Asian market in which the company is selling products like dressings, ice creams, deodorants, cosmetics, health care, etc. (Vargo, Lusch, 2004). 3.Collaborators Collaborators refers to the people who are related to the Unilever Group like their partners, customers, suppliers etc. these people are either directly or indirectly related to the operations of the company. 4.Competitors It is observed that there are large competitors present in the consumer gods market of the company like Unilever Group. The competitors that directly influence the position of Unilever Group are P G, Nestle, LOreal, Kraft foods, Revlon, Nokia, Palmolive, Colgate, gamble co., etc. the position of Unilever Group is the consumers market is third due to P G and Nestle. In order to be at a first and leading position in the consumer goods, the Unilever group has to change its policies and strategies of marketing. They should make timely changes and bring innovation. The industry of consumer goods is full of small companies of consumer goods. So, the threat of competition not only raise form the international organizations but also from the small companies and unmanaged companies. They provide goods at cheaper rates. 5.Context- 6.PEST analysis Political factors- It is very relevant for a company to have stability in the government and political factors. Many times, Unilever Group has to face issues from the European Union. Unilever Group also has an opportunity in the other countries as there is a growth and development in the free trade relationships (Fikri, 2010). Economical factors- As the economies are developing; the development is providing opportunities to the companies like Unilever Group. The growth of the economies helps in facilitating growth of this company. The company should identify the economies that are stable and highly growing (Parasuraman, Grewal, 2000). Social factors Unilever Group is an organization in which the growth and development takes place with sustainability. They care for the society and also very health concisions for their customers. In this way, they try to attract the customers by providing them opportunity to use the products of such company. Unilever Group always tries to improve the quality of the products to serve a mass of the people. Social factors that impact the sale of the company are Increase in the health consciousness Increase in the environmental awareness Technological factor There is a tremendous growth in the technology of the production of goods. This is the biggest challenges for Unilever Group as the competitors are already adopting new techniques of production. The growths in automation, Research and development investments, etc. are the challenges faced by Unilever Group. Market intelligence and Market research It is very important for companies to conduct a market research and identify the marketing intelligence for the company. The aim of doing so is to generate data and information regarding the competition present in the industry of consumer goods, collaborators role, change in the context of business, threat, opportunities, etc. hence, the companies like Unilever Group conduct timely research on the market (Okada, 2005). It can be achieved through research and development department of Unilever Group where they apply approaches of marketing research. Then the data is collected for the same. They also collect feedbacks from the customers and internal department. It helps the company to cope up with the challenge ad issues that come in the way of growth and development (Wilkie, Moore, 2003). 1.Customers want- To analyze the wants of the customers, it is very important to conduct a market survey. It is one of the efficient an effective way to understand the needs and wants of the customers. Unilever group can also take feedback from the customers directly or indirectly through forms, phone calls, emails, etc. in this way, Unilever group can identify the wants of customers. 2.Competitors who pose threat- There are few competitors who poses threat for Unilever group that are P G, Nestle, etc. They are the major players in the consumer market as Unilever group. 3.Changing context of business- The context of business is changing as per the changing economies and business conditions. The world has now become global village and the companies who are international in nature have to tackle all the issues and challenges present in all those countries where they are doing business. 4.Role of collaborators- The collaborators of Unilever group plays an important role as they help the company to optimize the operations. They act as administrators, owners of the project takes place in Unilever group, editor and viewers. These are the major roles played by the collaborators of not only the Unilever group but also in every company. Potential market segment The potential of the company depends on the target market chosen by the same as they are interrelated to each other. It is very particular in nature and depends totally on the needs and demand of the customers of that particular target market. The target and brand position of this company is basically the customers who are very health conscious as the company focus on the health of the customers. The products of this company are also related to health and beauty of the customers. The most famous brand for Unilever Group is dove which is a beauty care product (Elliot, and Larry, 2011). A value proposition for the target market The process for the development of strategies and market penetration help Unilever Group to value the position for the positioned and target market customers of the company. In order to achieve competitive advantage, Unilever Group tries to differentiate their marketing strategies and policies. This process is known as diversification strategy which is very focused in determining of dynamic products and services in the organization (Gummesson, 2002). Position statement for the target market In order to maintain all the data and information related to the position and status of the company and its marketing condition, Unilever Group makes position statement. It is very helpful in recording the data (Sorescu, Spanjol, 2008). 4 Ps Product- This Company is providing a higher range of products to its customers as it is one of the major companies that is dealing with consumer goods (Webster, 2005). Refreshments Food items Home and health care products Personal care Cosmetics and beauty care Place- The distribution and supply chain of Unilever Group is very effective and dealing in many developed and developing countries. The target and brand position of this company is basically the customers who are very health conscious as the company focus on the health of the customers. The products of this company are also related to health and beauty of the customers. The most famous brand for Unilever Group is dove which is a beauty care product. The ways of distribution is through- Retailers Kiosks Stores Subsidiary companies Promotion- Promotion and marketing of product splays an important role in the selling of goods and services. Unilever Group spends a huge amount on the marketing and advertising of their products (Lovelock, Gummesson, 2004). Television advertisement Many types of sale and promotional techniques Growth and development with the public and public relation Personal selling of goods and products Direct marketing and selling of products Door to door selling Pricing strategies- the company is adopting the most effective method of pricing in their company. Premium Pricing strategies Market Pricing strategies Product bundle Pricing strategies Conclusion The conclusion for the preset report is that Unilever Group is one of leading brand that has an established management for its marketing. The b rand is enjoying a reputed and well established place in the consumer goods and markets. Unilever Group share has a very high position in the share markets of consumer goods. It is also observed that this company is competing with the major competitors like P G, LOreal, and Nestle. In this report, there are various research has conducted on the Unilever Group like its customers, competition, position in the market, market segmentation, value of the brand, marketing mix of the company, etc. that has provide an in-depth information about the company. Unilever Group is still a leading brand in the personal care and food products which is one of the biggest achievements for the organization. To achieve more in the consumer goods markets, the company must focus on the advertisement and marketing strategies that should includes some updated and innovative ways of promotion. It is noticed that Unilever Group is spending a huge amount of its investment on dove and Sunsilk which is already established and well known brands. Instead on investing in such brands, they have to invest in new products to uplift them and to make customers aware about the same. 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