Gandhi's social sins point to the crucial relationship between our ethics and our public life. That relationship has proven in the 21st Century to be the main subject in scholarly debates and the primary focus of constant questioning regarding the future course of human interaction, in relation to the latest technological advancements. In the vast global marketplace, people have to redefine themselves according to their needs and classify their wants/desires along a streamline of corporate offers. Incorporating ethos, dignity and self-awareness in this new technological era has become more than a challenge for today's consumers. At the same time, corporate actors begin to steadily realize that their survival depends heavily on recognizing this battlefield and to act proactively so as to come up with innovative flexible channels to service their targets. Redefining these new competent and knowledge markets has become for firms a must that needs to be carefully planned before attempting to indulge consumer minds.
According to the business strategists, market analysis requires a thorough understanding of the organization's own capabilities, the capabilities of current and future competitors, the consumption patterns of potential customers, and the economic, physical, and technological environment in which these elements will interact. Having in mind that the organization's objective is to provide superior customer value, the firm must know how consumers determine value, its own and its competitors' capabilities with respect to customer value creation, and the relevant economic, physical, regulatory, and technological environments. Firms have to know all the elements before attempting to target any market.
But defining a market is not a definite and unchangeable decision. As an example, the Coca-Cola Company marketers initially viewed the U.S. cola soft drink market as homogeneous, thus offered one flavor and communicated one message. Today, Coca-Cola has changed its view of the market it wishes to target and has expanded its product line to include new flavors, with varying caffeine and sugar content, while it uses different communication strategies for each market segment. But even if it is easy to comprehend how production or consumption patterns have changed over the years due to market dynamics, how have the distribution channels been affected? How have markets altered the circulation models used by firms to reach them?
In today's information-based global economy of interconnected networks, sellers have to come up with innovative ideas, simplify the processes and increase consumption patterns. The amazing outcome of the Internet as a distribution channel was its enormous diffusion from the old traditional markets to the new adaptive areas, as a necessary technological advancement, and received as manna from heaven. Today, rural on-line markers are capable of defining their virtual environment and differentiate between corporations' offers. But judging from the psychological drawbacks, along with issues on safety and privacy, the new challenges that the multipurpose distribution channels face have to be addressed soon so as to better serve the global market.
Reading Between The Signs
Since the beginning of 1970s, social developmental psychologists such as Allport and Erikson have stated that a divorce has to be a well-thought decision ? planned and conceived in detail. A couple should not divorce merely because they have too less sex or they work long hours and fail to spend time with the family. Allport argues that these are trivial issues which do not actually constitute a threat to the marriage. These issues can always be sorted by the couple through mutual dialogue and discussion. These negative vibes or conditions can be reversed with marriage counselling. In other words, these negative behaviours can be seen as warning signs to tell a couple that all is not well in the marriage.
The basic problem lies when couples fail to realise and accept the true meaning of marriage. According to Allport, modern couples enter into matrimony without grasping the true meaning and demands of marriage. When dreams meet actual harsh reality, conflicts are bound to occur. These conflicts and disagreements are camouflaged by social feelings of love, trust, arrival of a baby, change of job or house. A couple prefers to sweep these minor disagreements under the carpet. But this is a wrong attitude. Minor disagreements do have the capacity to escalate and become major problems causing a marital breakdown. Thus, it becomes extremely critical to read and grasp these minor irritant differences and solve them with your partner before things get out of hand.
A primary change is easily seen in intimate behaviour between the couple. The couple seems to spend more time individually preferring to do activities by themselves. Some social psychologists hold that it is important for a couple to have the same set of friends. This makes intimate behaviour easier in the form of romance, banter, laughter and joint activity. A couple can sense that something is wrong in the marriage if they or their partner does not reciprocate their feelings and gestures. There is a reluctance to indulge in sensual behaviour of touch, taste, smell and sexual intimacy. Related to this comes the concept of lack of mutual trust and respect. As romance fades, trust and respect are also threatened. The couple fails to see eye-to-eye on many issues and refuses to compromise fearing that if they give in one time, it would indicate a weak nature.
Allport argues that this behaviour stems from selfish ego-driven natures which refuse to make way for pluralistic familial goals. Partners do not perceive themselves as a team anymore ? working hard individually to fulfil personal goals for the satisfaction of the ultimate familial goal. Spouses would rather work for themselves; fulfil their own selfish desires at the cost of the other partner. This attitude and behaviour often fan the flames of hatred and a desire to hurt the spouse. There is a tendency to distrust each other on every issue of finance, property and even children. This is followed by abusing or criticising the spouse in front of other people i.e. the partner tends to disrespect the spouse.
Lack of respect and interest can be followed by physical, sexual and emotional abuse. At this stage, it is important to draw a line between intimate behaviour and abusive behaviour. Intimate behaviour does not harm the other person while abusive behaviour does. It strips away the self-esteem and personality of the individual making him or her fearful and feeble. Abuse is usually marked by a disinterest in spousal activities of house renovation or shopping ? activities which were earlier enjoyed by both spouses. There is a tendency to be quarrelsome and irritable ? trying to avoid speaking to spouse. This is generally followed by a break even in the pretence of keeping the marriage together. The spouses begin to start making social appearances alone. Family outings and gatherings are reduced. Spouses don't even attend any school activity of the child together ? they go alone. Finally, they start sleeping in separate bedrooms and cooking their own meals.
They don't indulge in romantic talk anymore and prefer to lead separate lives. It is vital that such signs are recognized right at the beginning and professional help is sought to reverse the situation. Social psychologists argue that a marriage has to be perceived as a partnership of mutual trust, love and respect. Both the partners have an equal say in the marriage and when this attitude governs the marital relationship, there is little chance of divorce signs and warning signals entering the picture to cause alarm.
Both Jonathon Hardcastle & James are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
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