Summary of chapter 11 Citizens can participate in politics in a variety of legal ways: conventionally, by voting and taking part in public opinion polls; organizationally, by joining political parties or interest groups; or professionally, by working full time for such organizations. Street demonstrations and economic boycotts are unconventional forms of participation. Illegal participation runs the gamut from nonviolent actions (civil disobedience) to extremely violent acts (terrorism). Public opinion polls can influence the political process in various ways. Elections, despite inherent limitations, are the democratic way to translate mass preferences into public policy. The two major types of electoral systems are first past the post (found in the United States and Great Britain) and proportional representation (used in most representative democracies). In democratic republics, voters elect legislators, chief executives, and sometimes judges. Forms of direct democracy include referendums, initiatives, and recalls. Voting rates in the United States are low, especially in midterm elections. Voters are generally ill informed. According to elitist theories, political power is always concentrated in the hands of the few. Madisonian pluralists, who argue that power in democratic societies is diffused, dispute this elitist theory. Political parties perform several key functions in republics. They facilitate participation, aggregate interests, recruit qualified candidates for office, raise money for political campaigns, and help organize governments by building a national consensus and offering alternatives, especially during the election process. One-party systems are generally associated with authoritarianism. Multiparty systems typically offer voters clearer alternative than do two-party systems. The type of party system found in a given country is determined by its traditions, constitution, and culture. In modern democracies, interest groups and lobbies play an important role in influencing public policy. Some say they distort the democratic process and serve special interests rather than the public interest. Defenders say they offset one another and ensure a competitive political system. The Internet has transformed politics. It both facilitates popular participation and places a new control tool in the hands of governments. Summary of chapter 12 We can classify political leaders who occupy government positions as statesmen, demagogues, or ordinary politicians. Citizen-leaders hold no official office but can exert significant political influence. Exceptional leaders who display an overriding concern for the public good, superior leadership skills, and keen practical wisdom in times of crisis were long called statesmen; today this term is not considered politically correct in some quarters, so it has fallen into disuse. The lure of fame has been one of the motivating forces for many great leaders. Modern neglect of the concept of statecraft has.

1. Summary of chapter 11
Citizens can participate in politics in a variety of legal ways:
conventionally, by voting and taking part in public opinion
polls; organizationally, by joining political parties or interest
groups; or professionally, by working full time for such
organizations. Street demonstrations and economic boycotts are
unconventional forms of participation. Illegal participation runs
the gamut from nonviolent actions (civil disobedience) to
extremely violent acts (terrorism).
Public opinion polls can influence the political process in
various ways. Elections, despite inherent limitations, are the
democratic way to translate mass preferences into public policy.
The two major types of electoral systems are first past the post
(found in the United States and Great Britain) and proportional
representation (used in most representative democracies). In
democratic republics, voters elect legislators, chief executives,
and sometimes judges. Forms of direct democracy include
referendums, initiatives, and recalls.
Voting rates in the United States are low, especially in midterm
elections. Voters are generally ill informed. According to elitist
theories, political power is always concentrated in the hands of
the few. Madisonian pluralists, who argue that power in
democratic societies is diffused, dispute this elitist theory.
Political parties perform several key functions in republics.
They facilitate participation, aggregate interests, recruit
qualified candidates for office, raise money for political
campaigns, and help organize governments by building a
national consensus and offering alternatives, especially during
the election process. One-party systems are generally associated
with authoritarianism. Multiparty systems typically offer voters
clearer alternative than do two-party systems. The type of party
system found in a given country is determined by its traditions,
constitution, and culture.
In modern democracies, interest groups and lobbies play an

2. important role in influencing public policy. Some say they
distort the democratic process and serve special interests rather
than the public interest. Defenders say they offset one another
and ensure a competitive political system.
The Internet has transformed politics. It both facilitates popular
participation and places a new control tool in the hands of
governments.
Summary of chapter 12
We can classify political leaders who occupy government
positions as statesmen, demagogues, or ordinary politicians.
Citizen-leaders hold no official office but can exert significant
political influence.
Exceptional leaders who display an overriding concern for the
public good, superior leadership skills, and keen practical
wisdom in times of crisis were long called statesmen; today this
term is not considered politically correct in some quarters, so it
has fallen into disuse. The lure of fame has been one of the
motivating forces for many great leaders. Modern neglect of the
concept of statecraft has led some observers to view it as a
dying art.
Most prevalent in representative democracies are ordinary
politicians. All elected officials must decide whether to exercise
positive leadership or merely represent the views of their
constituents. According to the delegate theory of democratic
representation, politicians should act primarily as conduits for
the expressed wishes of the electorate; the trustee theory, by
contrast, stresses the importance of independent judgment in
political office. Politicians who seek to combine these two
concepts of representation are called solons in the text, in honor
of the Roman statesman and lawgiver, Solon. The demagogue
combines reckless personal ambition, unscrupulous methods,
and charismatic appeal. Demagogues are most prevalent in
democracies, and their fall is often as sudden and spectacular as
their rise to power.
Citizen-leaders combine dedication to a cause, personal ability
or magnetism, and opposition to governmental policy (or

3. established practice). They inspire others and attract a
sympathetic following, frequently on a worldwide scale. They
exert a moral force generated by the power of the cause they
personify.
BA 444/544 PRODUCT POLICY
Course Description:
Analyzes the process, organizational interaction, and strategic
concepts that govern the development of new products and
services. Involves the formation of rough ideas through market
and financial analysis for the development and marketing of a
product. Topics also include strategies and tactics for managing
products over the entire life cycle.
Objectives:
This marketing course is designed to provide an in-depth
understanding of the job of the "typical" product manager in
marketing consumer and business-to-business goods and
services. While the specific duties of a product manager vary
considerably across industries and companies, the course
focuses on four major activities common to the
position: 1) analysis of market information, 2) developing a
product strategy, 3) programming the strategy, and 4)
implementation.
As might be surmised from the variety of activities covered by
the course, a successful product manager has a broadly-based
set of skills. Thus, key concepts will be drawn from a variety of
areas including marketing strategy, buyer behavior, marketing
research, and quantitative methods.

4. Tentative Schedule BA 444/544 Product Policy
4/1/19 Introduction and course overview 5/8/19 Ch 9
New Products
4/3/19 Ch 1 Intro to Product Management 5/13/19 Ch
10 Pricing Decisions
4/8/19 Ch 2 Marketing Planning 5/15/19
Test 2 Ch 6-10
4/10/19 Ch 3 Defining the Competitive Set 5/20/19 Ch
11 Advertising Decisions
4/15/19 Ch 4 Category Attractiveness 5/22/19 Ch
12 Promotion
4/17/19 Ch 5 Competitor Analysis 5/27/19
Memorial Day Holiday (No Class)
4/22/19 Test 1 Ch 1-5
5/29/19 Ch 13 Channel Management
4/24/19 Research Day (no class) 6/3/19 Ch
14 Service and Direct Marketing
4/29/19 Ch 6 Customer Analysis 6/5/19
Ch 15 Financial Analysis
5/1/19 Ch 7 Market Potential/Forecasting
5/6/19 Ch 8 Developing Product Strategy
Guidelines for Product Alerts:
Product alerts are written to keep upper management informed
about developments in the market that may have an impact on
your firm's performance. For purposes of this assignment you
are required to focus on one narrowly defined product/industry
category that exists in publicly traded company, trading on one

5. of the US stock exchanges. All 15 of your product alerts must
deal with the same industry/product category. During the course
of the term you will write 15 product alerts that deal with a
product related development that you feel upper management
should be aware of. These product alerts will be written in the
form of a MEMO to the instructor. You should include a number
of different topics in your collection of product alerts such as:
NEW PRODUCT INTRODUCTION, PRODUCT BEING
DISCONTINUED, LINE EXETENTION, MAJOR STRATEGY
CHANGES, MERGES, ACQUISITION AND COMPANIES
WHO ARE EXITING THE MARKET -- NO MORE THAN 5 OF
YOUR 15 PRODUCT ALERTS CAN BE ABOUT NEW
PRODUCTS OR LINE EXTENSIONS OF EXISTING
PRODUCTS. The sources you use should be CURRENT
(published within the last 6 months). Your sources should be
credible, we are interested in facts NOT rumors! Each update
will be graded separately as each is submitted.

6. Sample Product Alert: (Follow this format exactly)
Product Alert 7
To: Joe
From: Joe Student - Product Manager Harris/Galante Hip
System
Subject: Orthopaedic Surgeons Rethinking Age Ranges for
Total Hip Replacement.
Article Summary:
Orthopaedic surgeons are rethinking traditional wisdom about
who is and who isn't a good candidate for total hip replacement
surgery (THR), a procedure that replaces the bones of the hip
with an artificial joint.
Once reserved primarily for patients over the age of 60, the
surgery offers a more desirable option for younger patients with
disabling arthritis than previously believed, John J. Callaghan,
MD, reported at the 69th Annual Meeting of the American
Academy of Orthopaedic Surgeons (AAOS).

7. Only 5-10% of the 150,000-200,000 total hip replacements
performed each year are in patients under the age of 50.
That could change, said Callaghan, professor and Lawrence and
Marilyn Door Chair of the department of orthopaedics at the
University of Iowa. Anyone under 60 with severe arthritis can
be a candidate for THR if he or she is willing to make some
lifestyle changes.
That means making lifestyle changes, including a shift to more
moderate activity - hiking, biking and doubles tennis rather than
jogging and high-impact aerobics.
According to the results of a University of Iowa study of 70
patients presented by Callaghan at the AAOS meeting, the
prostheses of 65% of patients who underwent THR before the
age of 50, remained intact 25 years later.
Recommendation for Action:
If the average age for THR continues to decline, firms in our
industry may have to take another look at promotional materials
used in pull marketing. Currently these advertisements feature
elderly patients in rather sedate settings. We might be wise to
revamp materials to also include patients in younger age groups.
I own 107 shares of ZMH. The current value is $ 10,091
Source: Orthopaedics Today (2014). New Age Ranges for Hip
Replacement. March 13 2014 pp 17-21.
Guide to grading written material
Use of the phrase "in order to" shall be avoided. This overused
phrase adds little and is to be omitted. Use of the the phrase
AUTOMATICALLY reduces your grade by 10% for each

8. occurrence.
Misspelled words - Each misspelled word AUTOMATICALLY
reduces your grade by 20% for each occurrence.
Misused words (i.e. their vs. there) Each misused word
AUTOMATICALLY reduces your grade by 20% for each
occurrence. You must carefully proofread your work!!
Subject-verb agreement - 10% for each occurrence of a
mismatched subject and verb.
Capitalization of proper nouns - 10% for failure to capitalize
people's names and company names
Improper use of (or omission of) an apostrophe - 10% for every
occurrence.
it, its, it's, itself or ANY form of the word "it" is STRICTLY
FORBIDDEN (unless quoting a reference),
each occurrence AUTOMATICALLY reduces your grade by
10% for each occurrence.