Marketing Case Study Levi

Marketing Case Study Levi Levi Strauss Company is one of the worlds leading brand-name apparel marketers with sales across the world. There is no other company with a equivalent worldwide presence in the jeans and casual pants market. Their market-leading apparel merchandise are sold under the Levis, Dockers, and Levis Strauss Signature brands. Today, the Levis trademark is one of the most globally recognized, and is registered in almost over 160 countries. Now, more than ever, constant and meaningful innovation is vital to their commercial success. The global business environment is intensely competitive. Worldwide trade, instantaneous communications and the effortlessness of market entry are among the forces putting greater pressure on merchandise and brand differentiation. To be successful, it is imperative that Levi Strauss continuously change, competing in new and different ways that are relevant to the changing times. What position in the market does Levi occupy (using the strategy clock to characterise its position) A strategy clock is based upon the work of Cliff Bowman. It is another suitable way to examine a companys competitive position by comparing the offerings of competitors The strategy clock allows one to consider competitive advantage in relation to cost advantage or differentiation advantage. (C. Bowman and D. Faulkner Competitive and Corporate Strategy Irwin 1996).There a six core strategic options, one of them are where Levi is positioned and this will be shown below. According to Bowmans Strategy Clock Levis displays Differentiation with price premium. This means that the company has value to its product and the customers to justify high costs. Differentiation is about charging a premium price that more than covers the additional production costs, and about giving customers clear reasons to prefer the product over other, less differentiated products. (Johnson, G Scholes, K 1997) The first indication of Levi been this position is that Levis states that they wanted to avoid price-based competition due to their history of brand recognition and brand loyalty to their customers. Therefore Levi created value to the customers by providing them with customised jeans and accustomed the price according to the Levis brand which carries enough clout to justify a reasonable price premium. Over the years though it seemed that the brand name lost some importance and it was critical for Levi to create valued features to the customers in order to differentiate them from their competitors. The cost structure showed that Levi sold their products through wholesale channels which were then distributed by the retailers. Levi also maintained a chain of Original Levi Stores. These two choices allowed Levis to be closer to the customers and help them satisfy their needs in the search for the perfect fitted jean. The next factor that indicates the position is that Levi emerged with mass production with the use of emerging communication and computer technologies. The concept allowed Levi to find a niche market and help them create a competitive advantage over the competitors by providing customized made jeans. Previously it was thought that highly-customized products were expensive to produce, however with information technology Levi was able to meet the customer needs for flexibility and it created a chance for Levi in becoming more economical. Levi found a way to make a mass production and have services delivered due to the technology. Levi was facing a lot of competitors that provided the low-cost and high volume producers, therefore they had an advantage over the company. The Personal Pair Proposal project allowed a discovery of a niche market and this allowed Levi to create differentiation from its competitors and by adding price premium. Levi wanted to avoid competing against the low-cost volume producers therefore Levi did market research and revealed that only a quarter of women were truly happy with how their jeans fitted them. This project was a jean customisation program that made it possible to approach the customers with having lower distribution costs and unsold inventory. The mass customised program allowed the costs to be lower as well as provide the differentiation advantage due to the reengineering process of new technologies. Therefore the position of differentiation is providing customers with value, medium prices and high perceived value is created for Levi jeans. The fact that there is value added with the service. The proposal of a $15 premium and with focused groups suggested that women would consider the price fair due to them finding a superior fit, which competitors have not done yet. Suggestions have been made that a realistically price would be between $5 and $10. The fact that there is a brand name involved it would not be considered for the premium to be $15 as customers know the quality of the jean that they will be receiving and the knowledge that the jeans are hand sewn. Manufacturing and raw materials will not be affected with the proposal both therefore eliminating unnecessary costs and allowing prices to be reasonable for the customers, which creates more value for differentiation. How confident are you that the Personal Pair project will change the differentiation and low cost trade-off? Levis has a legacy of being very durable and high quality jeans that last at a low cost. Levi is very high quality with a low cost but they somehow are losing favour with their customers. To compete in the always changing market Levis might have to enter into a new market which would be high quality with a high price. Therefore with evidence below I am confident to say that the Personal Pair will change the Low cost trade off. It is almost a must that Levi must change the differentiation and low cost trade-off. This would change Levis motto of high quality for a reasonable price, unless they start a new line to compete in the new market. Levi will move to incorporate a focus differentiation strategy where focus is on the higher end of the jeans market, yielding stronger profit margins due to price premium. The fact that customers expect prices to be higher due to quality the company cannot just reduce the prices even though with mass customisation will be cheaper. The idea of the perceive price has been set in the customers minds and therefore they are willing to pay a higher price for perceived added value to a particular segment, justify a price premium. Therefore it is vital the company prices the jeans correctly because the particulare market segments is not necessarily price sensitive and is willing to pay a higher amount for a jean that they know is going to fit them perfectly and is made of good quality fabrics. The personal pair proposal approach helps the customers who find a array of choices in the market place overwhelming, and to narrow down their specific needs. The Personal Pair Project adds extra value and therefore customers perceive the premium price to be high. These customers are approached and are helped to understand what their needs are, and with the offerings of a customized fitting jean it allowed customers to know that Levi is catering for their need which creates customer loyalty and a strong brand name. The actual manufacture products in a just-in-time fashion respond to specific customer request. What are Levis unique resources and core competence? Resource is any physical or virtual entity of limited availability that needs to be consumed to obtain a benefit from it. (Alexander Osterwalder, 2004) In most cases, commercial or even ethic factors require resource allocation through resource management. (Alexander Osterwalder, 2004) Unique resources are resources that are not easy to copy, incomparable to competitors and create value for the company. A core competency is a specific factor that a business sees as being central to the way it, or its employees, works. (Prahalad, C.K. and Hamel, G. (1990). It provides consumer benefits, it is not easy for competitors to imitate and it can be leveraged widely too many products and markets. (Prahald, C.K. et al (1990). Core competencies are particulare strengths relative to other organizations in the industry which provide the fundamental basis for the provision of added value. Core competencies are the collective learning in organizations, and involve how to coordinate diverse production skills and integrate multiple streams of technologies. (Prahalad, C.K. and Hamel, G. (1990) The core competence of the corporation, Harvard Business Review (v.68, no.3) pp. 79-91). Levis core competencies were found in manufacturing, merchandising and marketing. With regards to manufacturing, Levi has decided to do mass customization for the customers. The mass customization results in them satisfying a number of customers needs and savings cost at the same time by producing in bulk. From a strategic point, the concept is based on finding a niche market. Mass customization uses emerging communication and computer technologies to bypass the limitations of traditional mass production methods. Therefore Levi had a core competency in meeting the customers needs by been more flexible and has greater choice in the market place with the help of manufacturing with the use of technology. In addition, a mass customisation model lowers the costs as well as it provides the differentiation advantage over the competitors, since the re-engineering process is often more efficient once the new technology is applied. Therefore Levi will have this competency of customers loyalty and brand recognition due to their needs been satisfied. The next core competency is merchandising, Merchandising is the methods, practices, and operations used to promote and sustain certain categories of commercial activity. (Kunz, Grace (2005). In the broadest sense, merchandising is any practice which contributes to the sale of products to a retail consumer. Levi is doing this by offering the customers a chance to find the perfect fitting jean. Levi operation equips the store with networked PCs and personal pair kiosks. Customers will be measured and with this technology operation and practice it results in one of 4ÂÂ  224 possible size combinations. The computer generates a code for the number of correspondents. This practice gives Levi a competitive advantage as they would be the first company to offer these unique resources to the customers. Lastly you can see the core competency of Levi in their marketing. Levi is such a well known brand, and is given terms such as authentic, genuine and original. This indicates that they are widely known and considers having customer recognition. Therefore Levi is able to market to their customers that are willing to pay for the quality products. The marketing strategy allowed differentiation to be possible and to offer the customers a new product development of a perfect fitted jean. Levis aspects of the VRIO framework: Valuable: Has a history of Brand Loyalty and Recognition and remains number one internationally in its markets. Rare: Has a strong branding image. Levis is marketed as authentic and genuine and enjoys customer support. Inimitable: Jeans are US made unlike competitors. Levis provides generous packages to employees retention of HR. Organised: Manufacturing is key core competency and is managed to have maximum value for resources (J.F Smith, 06/22/2009). Should Levi go ahead with the joint venture? What would you recommend and why? Yes, Levis should go ahead with the joint venture with Custom Clothing Technology Corporation (CCTC). Levi stands to lose this opportunity to competitors if it decides to not move forward. Market research has shown that more than ÂÂ ¾ of women are not fully satisfied with fit of their jean, this is almost guaranteeing a market segment that will be willing to buy the perfect fit. Low-cost and high value competition makes it necessary to create value features that would differentiate it in the eyes of the consumer. Therefore by joining CCTC, Levi will be able to get the technology expertise on how to create and capture different possible size jeans for different shaped people. Offering this to the customers will allow them to feel that they are been catered for and therefore willing to pay the price in order to feel good. This creates customer loyalty at the end of the day due to customer intimacy, Levi should ensure that the intimacy is marketed and to show the benefits. Levi should at first enter into the proposal cautiously by choosing to enter a test phase before proceeding in joining the full scale project. The result of doing this will ensure that Levi will be making a good decision and know more about what they are getting involved with. Levi will benefit this joint venture in many ways. Firstly with mass customisation and offering the customers a perfect fit can result in Levi to better adapt to the individual needs and wishes. This means that it will result in the customers to less likely switch brands. Levi should also consider the fact that by going into a joint Venture with CCTC and offering mass customisation it will help Levi learn directly from the customers and it will help them identify the new trends and the taste that improves the New Product Development. This is because Levi will be dealing with a variety of customers of different shapes and sizes and needs to understand that they require and look for different styles. Therefore Levi will get a hand full of people to represent the possible sizes and this creates the customer value. This venture can allow more customers needs responded to and therefore by allowing the customers to participate in the New Product Development allows the product to be accepted by the market much faster. Levi will be catering for them and they will respond due to Levi identifying that there is a need for a perfectly fitted jean. Levi must understand that by doing this venture they are responding to the individual needs of the customers. The response of one person will lead to them telling their friends, the word of mouth is a very powerful and very cheap form of communication. Levis Strauss can only benefit from joining the CCTCs approach. At the end of the day it will add value to Levis value chain due to them catering for their customers needs and wants. The fundamental idea in this approach is to gain customers satisfaction and if Levi does not take this opportunity another company will. Creating this system which is driven by the customers demands and specific to the exact needs of their customers CCTC can help Levi ultimately make their business be more aware and learn more about their customers and how to fully achieve customer satisfaction. Without a joint venture with CCTC and outside value chain analysis, Levi might not be able to grasp the actual scope of the opportunities that they were missing out on. This joint venture will help the company adapt to the fast growing industry and competition, it can also help the company differentiation. Due to the fact that the competition is offering lower prices it is vital that Levi offers something unique to the customers. Levi wants to avoid price based competition because they had a history of brand recognition and brand loyalty. Therefore it would be wiser to join this venture with CCTC and create customer value and customer satisfaction. Personal pair was a jeans customisation program which will make the joint venture with Custom Clothing Technology Corporation. Together these companies can enter the mass customisation with the help of technology. CONCLUSION: A valuable lesson that can be taken from this case is how necessary it is to keep up with your brand image and customer loyalty. Being content with one niche in a market such as clothing is never acceptable and is therefore necessary that Levi makes the joint venture successful. Styles, times, and preferences are changing so rapidly, that a clothing line must be able to meet the needs and wants of their customers. While Levis still had a market in the older generations, they were missing out on a huge market that likes to shop and that are looking for the perfectly fitted jean no matter what their size was. The second implication that can be applied to other companies would be their option for strategic alliance. Levis really needs some help in the area of brand image and by collaborating with Customer Clothing Technology Corporation, they will have a whole new consumer market. Levis has learned that they cannot be comfortable in one market for too long because that alienates another market such as the younger generations. Collaborating with CCTC, the company can obtain certain advantages that can only help Levi with the competitive environment. Therefore Levi can improve its customer value chain and achieve maximum customers satisfaction with mass customization. Harvard References: Alexander Osterwalder, 2004 Barney, J.B. and Hesterly, W.S. (2008). Strategic management and Competitive Advantage: Concepts and Cases. 2nd edition. Upper Saddle River, NJ: Pearson Prentice Hall C. Bowman and D. Faulkner Competitive and Corporate Strategy Irwin 1996). Dr Brian Squire, Supply Chain Management Research Group, Manchester Business School, Executive Briefing 2006-04 J.F Smith, 06/22/2009 Johnson, G., Scholes, K, 1997). Phil Dourado, Bart de Boever, Dirk De Vos the annual, organised by ICBI and held in Paris. Prahalad, C.K. and Hamel, G. (1990) The core competence of the corporation, Harvard Business Review (v. 68, no. 3) pp. 79-91. )

Comparing Alienation in My Life to Frost’s Mending Wall and Melville’s

Comparing Alienation in My Life to Frost’s Mending Wall and Melville’s Bartleby, the Scrivener A mere cursory glance at my life suggests that my life has been free from alienation. While it is true that as a heterosexual Caucasian male growing up in a predominately white community I did not experience much isolation based on my skin color, my gender, or my sexual orientation. I was not immune to alienation as a child. My timidity that came about as a result of having no older siblings in whose steps I could follow, in addition to my slightly above-average intelligence proved to be the grounds for fellow students to treat me differently than they treated others. My feelings of alienation while growing up are similar to those both the speaker of Robert Frost’s "Mending Wall," and Bartleby, of Herman Melville’s "Bartleby, the Scrivener" experience. Just as in Frost’s "Mending Wall," the speaker questions why his neighbor insists upon keeping the barrier between the two, asking, "Why do they [fences] make good neighbors?" so I, to this day, question why I was alienated as a child (line 30). In my first few years of grade school, I had lots of friends - it seemed as though everyone liked everyone else. As time progressed, however, students began to notice differences between themselves and others and act according to those often inaccurate perceptions. I remember being criticized for a variety of unsubstantiated reasons - whether it was for tucking my shirt in when it was popular to leave t-shirts untucked, for not having heard of the latest musical group, for doing my work diligently, or for getting a 100% on the test - the sarcastic and hurtful remarks did not sit well with me. Though it is clear they most likely made such co... ...at he simply "would prefer not to." Allowing myself to feel alienated by living in submission to my fears made my early days at school miserable. None the less, in the end, the situation turned out for the better. As my peers and I matured and I "proved myself" to them by making my voice heard in class discussions and other aspects of school outside of academics, and as I learned to expect more from others, the alienation slowly came nearly to a standstill. There will always be those who treat some people poorly. That’s their loss. Once one is able to acknowledge the fact that though unfriendly, ill-natured people do exist, not all humanity acts as such, his alienation can be overcome. Even Bartleby and Frost’s narrator could have overcome their alienation. All they had to do was put forth some effort to break down the barriers between themselves and their peers.

Marriage and Family Therapy Essay

This paper will also evaluate five major themes relevant to Marriage and Family Therapy which include: ethical dilemmas in marriage and family counseling, premarital counseling qualifications of marriage and family therapists including licensure and certification. The biblical insight related to marriage and family therapy will also be explored as well as my personal reflections about this topic. History and Development of Marriage Counseling Marriage counseling was established in the early 1930’s. Counselors recognized the advantages and effectiveness of treating married couples in joined sessions. This growing appreciation for patterns of relationships in families led to numerous studies on marital conflict and dynamics and the effects on children’s development. In 1932, there were three marital clinics said to open. They worked with individuals and their difficulties adhering to traditional gender role expectations. Developed and founded in the late 1970’s was the Marriage and Family Therapy’s code of ethics which is called The American Association for Marriage and Family Therapy (AAMFT). The organization’s philosophy was that marriage and family therapy were two separate areas, each with their own histories, concepts and differing practices. (AAMFT, 2012) Introduction of Marriage and Family Counseling Counseling is to help persons understand and clarify their views of their life space, and to learn to reach their self-determined goals through meaningful, well-informed choices and through resolution or problems of an emotional or interpersonal nature. (Burks and Steffire, 1979 . Focusing on a broader field in counseling, What is Marriage and Family Counseling? Marriage and family counselors work with couples and families on a wide range of clinical problems including, but not limited to, depression, marital strife, communication, and anxiety and child-parent problems. Marriage and family counseling is not just for unhappy or struggling couples, couple’s therapy can be used proactively to strengthen bonds and to gain a better understanding of one other. In addition, before a marriage begins pre-marital counseling can help couples achieve a deeper understanding of each other and iron out differences before their wedding day. They also help families learn to solve their problems by managing their relationships effectively. Family therapists often work with individuals, the couple and parents and children to get a better perspective of patterns that affect the entire system to develop strategies for modification. (Corey, Corey ;amp; Callanan p. 450 2011). Family Counseling is important to the counseling field this therapy can help people within the family to resolve their disputes and quarrels through effective communication. Proper communication with the help of a therapist or a counselor can help family members discuss their problems and issues with each other. The importance of the family in our development as whole and healthy individuals is recognized as a basic truth by. In most cases, however, a disturbed and distressed client will have some difficult, challenging relationships within his/her family and these will need to be explored and addressed if the client is to discover and create relief and resolution of their problem. Biblical Insights related to Marriage and Family Therapy In the book, Competent Christian Counseling it states that â€Å"To understand the individual, the one must see the individual in the context of his or her system of relationships† This implies that the quality of a individual is much more than one person, the person is a part of a social system that begins with family. (Clinton ;amp; Ohlsclager p. 518 2002). From a biblical aspect Family is described as a social system that progressed by forming a set of rules, roles, power structure. Forms of communication and way to solve problems. There are four key principles that a Christian counselors point out when approaching any family. The first one is â€Å"The family, in is social dimensions, reflects God†. Meaning that The Father, Son and Holy Spirit all have unique distinctiveness however they are â€Å"one† as God; this is compared to the Family. A family can consist of a mother, father and children or a mother and husband. If thought they are their own persons, they are considered â€Å"one†. The second key principle that is describe is â€Å"Family health, individual health, and maturity are inseparably entwined†. This key principle entails that the powers of family identity and socialization is significant for growth and development among each family member, which can ultimately lead to healthy family living. â€Å"The Family is also like the church is that next basic principle, meaning that a family has functions like the church. Finally, the last key principle describes states that â€Å"Trouble is reproduced, but can also be stopped, in families and in generations of families†. This key principle indicates that there is a psychosocial and spiritual relation among family reproduction pertaining to alcoholism and other issues as describes in Competent Christian Counseling as â€Å"generational curses†. Christians believe that these issues within families from generation to generation can be transformed through Christ. A example is that of Abraham found in Genesis 20. Abrahams family was said to show favoritism to certain children, which continued for three generations. When it comes to marriage counseling, Christian counselors believe marriage counseling helps couples to understand God’s pattern for husband-wife relationships, diagnoses unbiblical patterns and their root causes, and prescribes God’s solutions for soul change that leads to relational growth. Biblical marriage counseling should result in enhanced relationship: closeness with Christ, intimacy with your spouse, and a sense of greater peace. Biblical insights involving to family counseling, the focus is solutions, not simply external solutions. Your counselor will help you to understand God’s design for healthy family living, will assist you to assess unhealthy and unbiblical ways of relating as parents and children, and will equip you to reconcile and grow in your family relationships. Counselor Identity, Functions and Ethics of Marriage and Family Counseling The practice of Marriage and Family counseling rest on the foundation of systems theory, which views psychological problems as arising from within the person’s present environment and intergenerational family system. Corey, Corey, Callanan p. 449 2011). The systems theory is very similar to the views on Christian Counselors as stated earlier; â€Å"Trouble is reproduced, but can also be stopped, in families and in generations of families†. Marriage and Family therapists follow a specific code of ethics know as The American Association for Marriage and Family Therapy (AAMFT). Founded in 1942 as the American Association of Marriage Counselors, the A AMFT has been involved with the problems, needs and changing patterns of couples and family relationships. The association focuses on increasing understanding, research and education in the field of marriage and family therapy, and ensuring the quality training of marriage and family therapists. AAMFT members meet standards for education and training and are held to the ethical standards of the profession. (AAMFT, 2011) AAMFT ethics are broken down in eight core areas. The first area is the responsibility to Clients. Marriage and family therapist have a responsibility to the welfare of both the family and individuals in the family. Therapists are to make reasonable efforts to guarantee their services are used properly and accordingly. Confidentiality is the next core area, which applies to all code of ethics pertaining to the counseling field. Confidentially in Marriage and Family is distinctive because the therapist is dealing with a group of people. However, the AAMFT insist on therapists to respect the confidentiality of each individual client. Although, confidentiality is essential, there are some exceptions. Those exceptions include, mandates by the law pertaining to cases of child and elderly abuse, incest, or abuse to persons with disabilities. A therapist has an exemption from confidentially when it is necessary to protect clients from hurting themselves and others (AAMFT, 2011). When working with a family, all family members must agree concerning the release of any information. Some therapists, in fact, arrange for sessions with individual family members to actively encourage the sharing of â€Å"secrets† to better understand what is occurring in the family. The therapist then may work with the individual client in the hope of enabling that person to disclose the same information in the family session. Marriage and family therapists are to maintain high standards if professional competence and integrity. Therapists must remain current on any developments and advances relevant to their field of practice. They can do this by continuing education, training, workshops and interacting with other professionals in the marriage and family therapy field. (Corey, Corey ;amp; Callanan p. 452 2011). Therapists also have a responsibility to students and supervisees. They are not to manipulate the trust and dependency of the students and supervisees in which there are working with. Responsibility to the profession is the next core is in the AAMFT code of ethics. This includes reporting people practicing without a license and contributing to community service for advancement of the society. The next core area is financial arrangements. Marriage and family therapists are not to misuse clients financially for services. Issues and Ethics in the Helping Professions states that clients are to be â€Å"truthful in representing facts to clients and to third parties regarding any services rendered†. The last core area in the ethical standards of Marriage and family therapy is advertising. Therapists are able to truthfully represent their competence, education, training and experience in marriage and family therapy. Nevertheless, they should not advertise themselves as specialists with show evidence and supporting this assertion. The therapist’s primary responsibilities are to protect the rights and to promote the welfare of his or her clients. The dilemma with multiple clients is that in some situations an intervention that serves one person’s best interests may be conflicting to another. Indeed, the very reason that families tend to seek therapy is because they have conflicting goals and interests. The family therapist must insure that improvement in the status of one family member does not Occur at the expense of another family member. Other therapists implement the policy of not keeping secrets from other family members. They clearly discourage the sharing of any information that might lead to a special alliance with one individual and that excludes the remaining uninformed family members. The impact of the therapist’s values, unavoidable in any counseling process, can play a particularly role in marriage and family therapies. Issues discussed in family therapy elicit very important personal, familial, and societal values regarding preservation of the family system, extramarital relationships, and sex roles. Dealing with these values is not easy, particularly when the therapist confronts a conflict in values among different family members and is inclined to reinforce the beliefs and attitudes of one family member over another (Hines & Hare p. 65 1978). Premarital Counseling Couples now face more demands and have fewer supports than ever before. The typical complex marriage includes managing two careers while rearing children – really requires that couples have very strong, well-established abilities to communicate, resolve issues, maintain support and set goals. Without this foundation, it’s easy to feel overwhelmed by stress and time pressures . Problems can intrude much more easily than most couples realize. Therefore, premarital counseling is recommended for couples looking to eventually get married. Research shows that premarital counseling reduces the risk of divorce by up to 30% . Premarital counseling is a type of therapy that helps couples prepare for marriage. Premarital counseling can help ensure that you and your partner have a strong, healthy relationship, giving you a better chance for a stable and satisfying marriage. Premarital counseling can also help you identify weaknesses that could become bigger problems during marriage. There are a variety of formats of counseling through local psychology and counseling centers, including individual counseling, small group counseling and interactive seminars where couples participate with a large number of other couples. (Wright p. 65 1992) Characteristics and Qualifications of Marriage and Family Therapists To be qualified as a marriage and family therapist requires not just that you get the right degree, pass the right tests and meet the licensing requirements, but that you possess qualities that prove you to be both sensitive and firm. Corey, Corey and Callanan in Issues and Ethics in the Helping Professions identifies personal characteristics for effective marriage and family therapists as being assertive, confident, accepting, appreciating the influence of diversity to just name a few. Self knowledge is predominantly vital for marriage and family therapists because when working with a family, their reactions and perceptions are influenced by their own regard to family of origin issues. Marriage and Family Therapists must be sensitive to dealing with people’s most personal and graphic secrets, shame, guilt and rage. A Marriage and Family therapist should be embarrassed to hear about these things or make distasteful comments about a chosen lifestyle or action, otherwise she risks shutting out the patient. An effective marriage and family therapists must listen to stories that are painful to hear but should remember that those stories are always more painful for the teller than the listener. An important quality in an marriage and family therapists is recognizing the difference between judging and advising. A good marriage and family therapist will help the patient with insights into sensible decisions that lead to greater personal happiness and responsibility but will not tell the patient what choice to make or ask the patient to adhere to the therapist’s own likes and dislikes. An marriage and family therapist should distinguish between dysfunctional qualities in a patient and those that are simply non-normative. Marriage and family therapists may hear confessions of illegal activity or hear from the victims of crimes, and legal codes dictate what they have to report. A therapist’s job is not just to listen but to encourage the patient to take action in his life to get the patient to see their actions in a clear light and make good decisions in turn. Marriage and family therapist can become eligible for state certification, or licensure, upon completion of their internship. First, candidates must register with the Association of Marital and Therapy Regulatory Boards. The Regulatory board will examine the applicant’s credentials, education and experience to establish competency before the applicant can qualify for testing. State certification costs vary from state to state. Each state has different rules regarding retesting if the candidate does not pass the test on his or her first attempt. Upon completion of the test, scores are validated and mailed to the candidate. A candidate who has passed the state exam is called a Licensed Marriage and Family Therapist and is free to practice in a private or clinical setting. The educational requirements to become a Marriage and Family Therapist are regulated by each state and thus may vary; however, most will require a master’s degree or higher in Marriage and Family Therapy or a related field from an accredited institution. It is essential for students to gain experience in working with a selection of families from different ethnic and socioeconomic backgrounds. A program that offers a all-inclusive course work and clinical supervision provides the ideal learning situation. Corey, Corey & Callanan p. 457 2011) Ethical Dilemmas is Marriage and Family Counseling Couples counselors and family and marriage therapists are likely to encounter many ethical dilemmas throughout their careers. Because of the nature of couple’s therapy, issues pertaining to informed consent, confidentiality, multiple relationships, and value systems can have a damaging effect of the counselor-client relationship if they aren’t handled appropriately and dis cussed by both parties at the beginning of the counseling relationship. Informed consent refers to the process of informing clients about the therapeutic process. Issues such as fees and payment schedules, appointment cancellation policy, theoretical framework that the counselor employs in his practice, approaches and techniques the counselor intends to use with clients and the limits of confidentiality should all be discussed. In addition to discussing verbal consultation, clients also should be given an informed consent package detailing all the information discussed in session. Clients should be asked to sign an informed consent document for both the client and counselor’s records. In couple’s counseling, informed consent prevents misunderstandings, disagreements and hostility between the counselor and the client. (AAMFT, 2011) One of the biggest ethical dilemmas in any kind of counseling is confidentiality. This is particularly complicated when it comes to couples counseling in which couples receive both individual and couple counseling. It is important for the counselor to determine early on in the counseling process whether information disclosed in individual counseling sessions will be kept confidential or if both individuals will sign waivers allowing what’s discussed in private sessions to be brought up in couples counseling. According to the AAMFT Code of Ethics, counselors must discuss the limits of confidentiality with their clients and make sure clients understand these limits. Article 2. of the AAMFT Code of Ethics states that â€Å"marriage and family therapists do not disclose client confidences except by written authorization or waiver, or where mandated or permitted by law. Verbal authorization will not be sufficient except in emergency situations, unless prohibited by law. When providing couple, family or group treatment, the therapist does not disclose information outside the treatment context without a written authorization from each individual competent to execute a waiver. In the context of couple, family or group treatment, the therapist may not reveal any individual’s confidences to others in the client unit without the prior written permission of that individual. † (AAMFT, 2011) In counseling, multiple relationships refer to a situation when the counselor and client are engaged in a sexual or nonsexual relationship outside the counseling relationship. Multiple relationships are often unavoidable, especially in small towns; as a counselor, you may attend the same church as your clients, your children might be on the same soccer team or you may serve on the same board or council. However, multiple relationships should always be avoided when possible. In couples counseling, multiple relationships can further complicate the counseling relationship if the counselor is involved in a multiple relationship with one client but not the other. The client that is not involved in the multiple relationships may feel that the counselor is taking sides or treating her unfairly. (Corey, Corey ;amp; Callanan 2011) At some point in their careers, counselors are likely to encounter couples with a value and belief system that differs significantly from their own. Within the counseling relationship, the counselor has a position of authority; the counselor must not take advantage of this position by trying to impose his values on the client or clients. Counselors must understand that individuals from different backgrounds, cultures, ethnicities and religions than their own may have different value systems. It is not the counselor’s job to change his client’s value system; it is only the counselor’s job to help clients become comfortable with the decisions they make within their personal value systems. Article 1. of the AAMFT Code of ethics states that â€Å"marriage and family counselors respect the rights of clients to make decisions and help them to understand the consequences of these decisions. (AAMFT, 2011). Personal Reflections In today’s world more and more people are experiencing life struggles when it comes to family. These issues can range from problems in a marriage, how to deal with your children issues and understand yourself and how to deal with your family and certain issues. The area of marriage and family counseling/therapy has had an outbreak over the past decade. The counselors are expected to work effectively with families experiencing a variety of issues and problems. In marriage and family therapy/counseling there are so many different types of techniques that are out there but should be used and looked upon not a cure, but a method to help mobilize the family. Choosing this topic wasn’t hard for me because of the love I have my family and evaluating what I believe needs to be repaired and what I believe stands strong for us. I believe in saving marriages and families, I think it is really important. Having strong family and a stable marriage plays such a major part in kids lives today, they need a solid foundation in order to have a healthy life. Watching so many young couples get divorce after less than two years of marriage and seeing how the kids suffer really from the break up of the family. I believe that if younger therapist/counselors were out there and start getting involved in the community, church and conducting seminars relating to marriage and families this could be the beginning of change. This is why I chose this topic to research.

Essay on Homosexuality in Hong Kong - 1477 Words

Introduction In the last decade, the issue of homosexuality has been widely discussed and known in Hong Kong. People have more opportunities to approach the word `homosexuality in their daily life through literatures, movies and occasional news revealing celebrities homosexual behaviors. Simultaneously there has also been significant growth in commercial venues such as restaurants and bars, catering to gays and lesbians. In short, the social context of Hong Kong and the attitudes gays and lesbians are likely to hold about their sexual orientation are very different from those of previous generations. However, this is not proper to indicate that the homosexual minority, which consists of 6 to 10 percent of population in Hong Kong†¦show more content†¦A clarification of some falsehoods related to homosexuality is also mentioned. It is hoped that this essay will make people in society of Hong Kong better understand homosexuals and decrease discriminations, prejudices and misunderstandings towards them. Discussion The question of what causes some people to be sexually attracted to members of their own gender generates many different answers. In recent years, startling new research (Barinaga, 1993, p.17) has indicated that homosexuality is possibly inherited and determined by biological differences in Brain structure and genes. This study raises an interesting question: If homosexuality is hereditary, is there any basis for societal discrimination against something innate? If it is nature, it is good. If it is good, it should be accepted. A genetic component in sexual orientation would send a message to homosexuals and the society that homosexuality is not a fault, and not the fault of anyone other than nature. Gays and lesbians are born in nature, just like some people who are inherited left-handed gene from their parents. Some researchers also speculate that `homosexuality is a by-product of upbringing, especially a childs relationship with his or her parents. (Dudley, 1993, p.16) Assuming this is the true cause of homosexuality, do we have the right to vilify or look down upon those who show their intimacy to the same gender people? It is better to understand them when we consider theirShow MoreRelatedPopular Culture Affect Gender and Sexuality1388 Words   |  6 Pagesindependent. superior, domination; women are always weak, emotional, passive, dependent, inferior and subordination has already been changed. Men can be weak, emotional and women can be strong and rational. Furthermore, Korean popular culture affect Hong Kong a lot with their music and drama, especially the girly make up and dressing of the male artistes. 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