Strategic Marketing Marketing Strategy - 3559 Words

STRATEGIC MARKETING REPORT WHAT IS STRATEGIC MARKETING? â€Å"The primary purpose of a marketing strategy is to effectively allocate and coordinate marketing resources and activities to accomplish the firm’s objectives within a specific product market. Hence pronouncements about the possibility of a marketing strategy contain specifying the target-market fragment(s) to be trailed and the artefact line to be vacant. Then, organisations pursue a modest advantage and synergy, preparation a well-integrated program of marketing mix elements.† (Boyd, 1998). PRINCIPLES OF MARKETING Principles of marketing are normative avowals about marketing that state a circumstance lagged by a suggested action ( (Armstrong, 1994) The word â€Å"normative† simply means explicating a median, where median is an authoritative rule. Thus, principles are action phases or rubrics that are authoritative in the sagacity that they work in a specified condition. Alternative mode of observing at marketing principles is that they are operational guidelines, convincing managers how to deed in a assumed condition The arena of marketing strategy reflects the total marketing environment and its effects on a company or merchandise or service. The stress is on an in depth understanding of the market environment, particularly the competitors and customers.( (Acker, 1988) A marketing strategy reflects the means a firm has, or is obligatory to assign in exertion to attain an objective. Marketing Strategies comprise theShow MoreRelatedMarketing Strategic Planning : Marketing Strategy1042 Words   |  5 Pages2.4 MARKETING STRATEGIC PLANNING PROCESS Marketing strategic planning is a management tool to help the organization does better work and understand how to compete for the future. It is a guiding process for the members of an organization developing them necessary procedures and operations in the future. Like a decisions strategy for the organization process, as the process of growing and maintaining a strategic fit between target of organization and capability and it’s changing marketing opportunitiesRead MoreStrategic Marketing Management : Marketing Strategy Essay2339 Words   |  10 PagesIntroduction Strategic marketing management is the vital principle of successful marketing in this global environment and market. Strategic marketing is the marketing strategy which combines all the marketing and advertising goals into the comprehensive marketing plan. It is stated that a good marketing strategy should be come from the research on the national and international market and on the product mix. This strategy can be made for maximizing the organization profit and to sustain the businessRead MoreStrategic Marketing Strategy Of Qatar Airways1478 Words   |  6 PagesQatar Airways, founded in 1994, was determined to become the world’s best airline and through their use of strategic marketing strategies over the last twenty years the company has experienced substantial growth and is now considered among the world’s best. Through exploring Qatar Airways marketing strategies eight P’s framework – Product, Pricing, Place, Promotion, Partnerships, People, Packag ing and Programming – It can be understood how the airline has achieved its wealth of success despite isRead MoreContent Promotion : A Strategic Marketing Strategy Essay878 Words   |  4 PagesContent marketing is 62 percent more affordable than traditional advertising campaigns and it generates nearly three times as many leads, DemandMetric statistics show. 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SWOT Analysis Strength Carrefour’s global presenceRead MoreTesco and Its Strategic Marketing Strategies Essay3591 Words   |  15 PagesSummary This report examines the marketing strategies of Tesco, the market leader in the retail grocery industry in the UK. Analysis has shown that in this oligopolistic market, Tesco is following different marketing strategies to remain market leader. Tesco has been doing extremely well in focusing on different marketing strategies by constantly sticking to its principles â€Å"very little helps†. Subsequently the report highlights the different marketing strategies adopted by Tesco, specifically marketRead MoreMarketing Strategy –Strategic Position Assessment1902 Words   |  8 PagesMarketing Strategy –Strategic Position Assessment Strategic position assessment: provides the basic information about the sources of value in the business and the drivers that create value in the business. The SPA should be done at two levels: The corporate level should focus on the value potential of the company’s portfolio of businesses. The unit level should focus on the value and drivers of the individual markets and products. Each business is assigned one for the five strategic objectives: Read MoreCarrefours Strategic Marketing Strategy2255 Words   |  10 Pagestheir interest in entering into Russia’s retail markets. Carrefour entry into Russia market in 2009 had a short span of four months before Carrefour decided to pull out of the country. By conducting a SWOT analysis, defining the corporate global strategy, application to course work, case questions, and recommendations of Carrefour entry into Russia. It will make it possible to identify key components that lead to the failure of Carrefour in Russiaà ¢â‚¬â„¢s. SWOT Analysis Strength Carrefour’s global presenceRead MoreStrategic Marketing Management : Analysis Strategy, Implementation, And Control Of Marketing Activities1128 Words   |  5 Pages-Define Strategic Marketing Management and identify some current issues in strategic marketing management that might be faced by an organisation. â€Å"Strategic Marketing Management: The analysis strategy, implementation, and control of marketing activities in order to achieve organisation s objectives,† (Jack in the box, 2014). Through strategic planning, the company can break down their SMM into three main questions. What is the business doing now, what is happening in the environment, and whatRead MoreAmazon s Strategic Marketing Strategy1458 Words   |  6 Pagesphysically going to the store, Amazon created ecommerce and e-business models that generated massive profits for the company. This paper will discuss primarily on how IT aided in Amazon’s strategies involving their ecommerce business as well as their Web Services business. Before diving into Amazon’s business strategies, it is crucial to draw the distinction between Amazon’s ecommerce business from its Web Service business. Amazon’s ecommerce business allows different groups of people to buy, sell, or

Why Do No Harm - 1450 Words

DO NO HARM. - Saving those who try to do us harm. Ninety percent of deaths in combat or in a shooting occur before the victims ever make it to a hospital; COMBAT SEARCH AND RESCUE medical operators are dedicated to bringing that number down. To save the wounded, the CSAR operator has to make life or death decisions quickly and accurately. We use Tactical Combat Casualty Care, or TCCC, to guide our clinical decisions. TCCC as well as TECC [Law Enforcement is also guided by these principals, this process is known as TECC] is a process of treatment endorsed by the American College of Surgeons and the National Association of Emergency Medical Technicians. Once a scene is safe or the operator / officer determines that it is safe to do so†¦show more content†¦Ã¢â‚¬Å"Then I just heard this thunderous boom,† †¦ â€Å"At first it was like, ‘Whoa, what just happened? I immediately grabbed my rifle and pack and shouted †¦Wake up, get the hell up!’ Then over the COMMS (a radio known as a PRC148) I hear, ‘Hey! We have guys in a burning in the trucks [MAT-V] at the god damn tents [Using my nickname DC or DOC COUNTRY], my TL, (who we will call STRETCH in this story), said, ‘Hey DC, we got to roll! So we get Oscar mike, and it’s just us two, a couple hundred rounds of ammo, medical bags, and two Toyota pickup trucks. It wasn’t very far away, maybe a 3-minute drive. We came around a corner, and as soon as we did, we started getting shot at. So, I faced my vehicle east, he faced his west. Two bad guys came out, and I immediately raised my weapon and dropped them. We were about 120 meters from the burning [MAT-V], and the whole road was on fire. There were people everywhere, just scattered in pieces. 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Agriculture and Environmental Challenges

Question: Discuss about the Agriculture and Environmental Challenges. Answer: Introduction Latin American coffee industry is highly potential and profitable. It is important to discuss that Latin American countries are the leading producers and distributors of coffee beans across the globe. However, the cultivation and distribution process of coffee beans used to follow different important methods. Now-a-days, the farmers and different organizations in the Latin American countries used to focus on effective and significant cost as well as time effective approaches in the cultivation as well as distribution of coffee beans. There are several negative consequences of the cost effective manufacturing processes of the coffee beans. Soil erosion, lack of disposable income of farmers, and unemployment are referred as the most critical negative consequences of the cost effective coffee manufacturing processes. This report will critically examine and discuss the corporate responsibility in the coffee industry of Latin America. In an addition, this particular report will also analy se and explain the best suitable practices for the entire coffee industry in Latin America to maintain the sustainability within the industry. Lastly, the report will provide some valuable recommendations to the associated organizations, farmers, and government agencies to take care of the social as well as environmental sustainability. Examination and Discussion It is important to mention that Latin American countries are considered as the major coffee producers in this world apart from the East African regions across the globe. It is true that coffee industry plays an important role in the economic GDP growth rate of the countries in Latin America. Brazil is the one of the leading coffee producers across the globe based in Latin America. However, the governments of Latin American countries generally consider organizational sustainability, employees sustainability, environmental sustainability, social sustainability, economic sustainability, and overall countrys sustainability in order to ensure effective corporate responsibility. It is clear from the above diagram that the countries of Latin America always ensures effective and significant integration of stakeholders, such as government, communities, and enterprises in maintaining corporate responsibility. The governments also have similar approach towards the coffee industry, but the production process and business operation approaches of the farmers and organizations have faced several types of sustainability and corporate social responsibility related issues that are discussed below Coffee Production and Economic Sustainability Issues ICA used to govern the global coffee industry from the year 1962 and the year 1989. On the other hand, ICA was management by ICO. However, it is also important to mention that the Latin American coffee industry was also governed by ICA. Several critiques and industry experts have stated that the coffee sector faced huge problems during this period, but the industry and farmers did not face any kind of economic challenge (Topik, 2003, p.16). However, in the year 1989 several parties associated with the governor denied to make an agreement regarding export and important. As a result, the agreement got collapsed in the year 1989 as the countries did not agree with the newly developed export quota (Mobner, 2014, p.9). It is true that different types of pricing challenges appeared in between 1962 and 1989, but in the year 1989 and after the year 1989 the demand as well as price of the coffee products failed suddenly. Apart from that the economic inflation also hit the profitability as wel l as sustainability of the industry (Sims, 2007, p.204). Most importantly, farmers as well as distributors failed to sell the coffee products at fixed price rate as they did in the previous years. As a result, it has created economic crisis within the Latin American coffee industry as the demand as well as price of the products were less, but the supply was more comparing to demand (Pearson, 2008, p.26). It is quite important to mention that farmers failed to give proper basic facilities to the family members. On the other hand, they used to face difficulty in terms of the giving the educational opportunities to their children. These aspects clearly can state that the dispute and conflict in agreement caused economic challenges within the industry and in the lives of farmers and their family members. Coffee Production and Social Sustainability Issues There are several important facts and aspects regarding coffee plantation and cultivation. Now-a-days, several organizations as well as famers in the Latin American countries consider high volume of coffee plantation instead through the help of advanced technological instruments (Kirby, 2003, p.51). However, it is also important to mention that there are some firms that used to focus on effective as well as significant traditional cultivation activities. Still coffee is considered as a traded commodity across the globe. However, business orientation and high profitability interest are influencing the firms to product coffee in huge volume through the help of advanced technological applications. These aspects are usually affecting the business profitability as well as social sustainability of small trader ad farmers. Production in high volume by organizations and large traders is causing over supply comparing to the actual demand (Biswas, 2015, p.62). This particular over supply aspec t is actually hampering the demand for high quality goods and premium pricing aspect. These aspects have reduced the coffee price across the globe, which has created social crisis. Now-a-days, consumers facing difficulty to consume high quality coffee products as the farmers of large farms are focusing on technology-oriented manufacturing process. Moreover, they are directly dealing with the organizations (Oliveria, 2012, p.138). On the other hand, it is also important to mention that decrease in coffee price and demand also affected the social sustainability of the lives of common farmers, who are in traditional farming business. They faced huge loss. On the other hand, they also got de-motivated to cultivate coffee-beans according to the tradition process. Especially, the crackdown of ICA in the year 1989, affected that sustainability and systematic approach and procedure within the coffee manufacturing industry (Williams, 2014, p.12). Coffee Production and Environmental Sustainability Issues It is already discussed in the above part that several farmers and farming organizations have become business oriented as they are strongly focusing on the cost as well as time effective technologically advanced manufacturing options (Mol, 2006, p.81). It is true that the farmers can get high quality as well as sustainable coffee beans through shade-grown cultivation process. This particular process helps the farmers to maintain environmental sustainability as the coffee plantation and cultivation can sustain for 30 long years through this shade-grown cultivation process. Traditionally, according to the shade-grown cultivation process the coffee plants used to grow under the shade of banana trees. On the other hand, it is also important to discuss that shade grown plantation process helps to overcome soil erosion problem as the plantation and cultivation process used to take a longer time. However, this particular process is time as well as cost consuming, but it helps the farmers to maintain high quality aspect of the coffee beans (Srivastava, 2013, p.28). On the other hand, it also helps the farmers to maintain effective environmental sustainability as it helps to overcome soil erosion problem. Now-a-days, farmers are used to consider sun-grown manufacturing process. In this particular cultivation process, the farmers use advanced technological applications. Moreover, this sun-grown cultivation process is time as well as cost effective as the entire plantation or life cycle of tress used to complete within 15 years, which is lower comparing to the shade-grown process (Hertel, 2015, p.43). This process may increase the problems like soil erosion and earthquake. Last but not the least; it is also important to discuss that several farmers used to focus on chemical sprays and medicines in order to ensure rapid growth of plants and coffee beans (Patil, 2015, p.28). These aspects can affect the environmental sustainability in near future as these may cause environmental pollution and critical human diseases. Analysis and Explanation It is clear from the above discussion that organizational leaders as well as farmers within the coffee industry in Latin America faced economic challenges. On the other hand, it is also transparent that the farmers are approaching for cost as well as time effective manufacturing options in order to gain potential as well as significant competitive advantages through the use of technologically advanced solutions. In an addition, it is also important to mention that governments of the Latin American countries are also not that much bothered about maintaining economic, social, as well as environmental sustainability within the coffee production industry. Consideration of following strategic option and Kants Deontology ethical theory can help to ensure best practices to maintain social, economic, and environmental sustainability of the entire industry. Kants Deontology Ethics Theory Kants deontology ethical theory is based on five different important aspects that need to be considered in this analysis and explanation process. These five aspects are primary domain, philosophy, method, control, and source of value (USAK, 2016, p.1). In terms of primary domain, the farmers and important stakeholders should focus on specific actions that can help to maintain economic, environmental, and social sustain ability. It is clear from the above discussion that how time as well as cost effective cultivation approaches are affecting the economic as well as social sustainability of the small farmers. Moreover, use of chemicals and short-cut process in the cultivation also can hamper the environmental sustainability (Sugarman, 2001, p.37). Therefore, the primary domain and fundamental actions would be to focus on the, limitation of sun-grown manufacturing process and concentrating on the shade-grown cultivation process as it will help in maintaining both the social and environmental sustainability. In terms of principle, it can be mentioned that all the important stakeholders associated with the industry should try to focus on maintaining transparency and effective corporate governance. Corporate governance of the particular industry can be maintained as well as enhanced through effective integration of stakeholder engagement approach. In this approach, NGOs, government agencies, consumers, and farmers will participate in the strategy development and decision making process regarding maintaining sustainability. It is highly essential to mention that the farmers are finding it difficult to maintain social as well as economic sustainability. On the other hand, consumers are facing it difficult to consume high quality coffee beans due to increase in technologically advanced sun-grown cultivation process. On the other hand, limited coffee price is also affecting the profitability of the industry (Wood, 2009, p.114). Therefore, it would be effective for the stakeholders to come toge ther and decide that they should focus on the effective and significant shade-grown coffee cultivation activities. Moreover, it is also important for the NGOs and other government agencies to focus on the limitation of the usage of chemical sprays in the manufacturing process in order to enhance environmental sustainability. In terms of source of value, it will be effective for the government, industry experts, and other public legal agencies to ensure farmer empowerment aspect. It is true that coffee industry plays an important role in the sustainable economic GDP growth of the Latin American countries. Therefore, it would be highly effective for the government as well as different important public agencies to take care of the growth and sustainability of this particular industry. Farmers can be referred as the real growth drivers as well as major assets of this particular industry. On the other hand, traditional cultivation process only can ensure high quality as well as effective coffee beans. However, small scale farmers who used to focus on this traditional cultivation process are suffering from economic challenges due to lack of demand and low price of the coffee beans. Therefore, it will be highly effective to give appropriate value to these small scale farmers as they are the major stakeholders a nd they are real contributors to the GDP growth of the country. Empowerment to those farmers will help them both socially as well as financially as they can find it easy to lead a sustainable life (Reidy, 2013, p.549). In terms of method, the consumers should be knowledgeable enough to understand the quality of coffee beans and related products. Now-a-days, the price of coffee beans has been reduced due to consideration of cost as well as time effective cultivation activities. Therefore, it would be effective for the In terms of control, the government as well as important public agencies need to take care of the overall sustainability of the industry. It is highly important to discuss that important strategic approaches can be adopted and implemented to maintain sustainability if government takes any action as government can be referred as the most important stakeholder of a particular industry. The coffee industry in Latin America is suffering from the economic, social, as well as environmental challenges and sustainability issues. Therefore, the government should control the cultivation as well as different business operation activities of this particular industry. Moreover, it is also important to discuss that different types of legislative orientations should be developed to ensure effective traditional shade-grown cultivation process, as this particular cultivation process helps the farmers to maintain environmental sustainability (Cummiskey, 2016, p.8). On the other hand, it also helps in maintaining effective and significant transparency within the business operation process of the particular industry. Therefore, it can be stated that the farmers should focus on effective and sustainable cultivation and farming approaches to maintain environmental and social sustainability. On the other hand, it is also important to maintain economic sustainability of the industry through this approach. Most importantly, government and other important stakeholders should try to focus on significant farmer empowerment aspect as this particular aspect will help to ensure sustainable growth rate of the entire industry as the farmer are considered as real growth drivers of this particular industry. Conclusion It6 is clear from above discussion, examination, analysis, and explanation that Latin American coffee industry is highly potential as this particular industry used to play an important role in the economic development of the country. The coffee production industry in the Latin American countries were considered as profitable industry, but currently te industry is going through a lean patch due to some critical issues, such as poor pricing issues, inadequate farming challenges, lack of corporate governance, inadequate stakeholder engagement issue, and poor strategy development issues. Therefore, the industry is suffering from economic sustainability, social sustainability, and environmental sustainability related challenges. It is highly important for the important decision makers and government to focus on following recommendation plans to overcome the ongoing challenges. First of all, it is highly important for government to focus on effective corporate governance, transparency, and strong business ethics within the business operation process. Huge numbers of individuals has chosen coffee plantation and cultivation as profession. Therefore, it is highly essential for the governments of the respective countries in Latin America to interfere in the ongoing conflicts. The government should bring farmer empowerment aspect within the sector as the farmers are the major and important stakeholders of this industry. A strong centralization is going on within the industry. Lack of government interference and too much centralization can affect the business growth rate of the industry as it may hamper the motivation and productivity of the farmers (Gallaghar, 2010, p.223). Apart from all these things, effective farmer empowerment will help to bring decentralization within the overall system that can help to maintain economic as well as social sustainability of the industry. Last but not the least; it is recommended that government and farmers should prioritize effective stakeholder engagement in the strategy development and decision making process. It is clear from the above discussion that chemical products have been used in the production process to improve the growth of the plants and coffee beans (Bacon, 2008, p.209). However, integration of community members as well as government agencies in the strategy development and implementation process will help to maintain effective environmental sustainability throughout the cultivation and distribution process. References Bacon, C., 2008. Confronting the Coffee Crisis. London: Rowman and Littlefield. Baiasu, S., 2011. Kant and Satre. London: Sage. Biswas, A., 2015. Sustainability in Coffee Production. London: Routledge. Cummiskey, D., 2016. Kantian Consequentialism. New York: Springer. Gallagher, K., 2010. Handbook and Trade and the Environment. New York: Springer. Haslam, A. P., 2004. The Corporate Social Responsibility System in Latin America and the Caribbean. [PDF]. Available at: https://www.focal.ca/pdf/csr_04.pdf. [Accessed on December 16, 2016]. Hertel, W. T., 2015. Global Changes and Challenges of Sustainability. New Jersey: Pearson. Kirby, P., 2003. Introduction to Latin America. London: Cambridge University Press. Mobner, K. A., 2014. Corporate Social Responsibility in the Coffee Sector. [PDF]. Available at: https://projekter.aau.dk/projekter/files/195927591/CSR_in_the_Coffee_Sector.pdf. [Accessed on December 16, 2016]. Mol, A., 2006. Governing Environmental Flows. Stamford Cengage Learning. Oliveria, J., 2012. Upgrading Clusters and Small Enterprises. New York: Oxford University Press. Patil, S., 2015. Nutraceuticals and Functional Foods. New York: Springer. Pearson, L., 2008. Ethics and Environment in the Coffee Sector Linking CSR to the Consumer's Power in the Context of Sustainable Development. [PDF]. Available at: https://hj.diva-portal.org/smash/get/diva2:5391/FULLTEXT01.pdf. [Accessed on December 16, 2016]. Reidy, D., 2013. A Companion to Rawls. New Jersey: John Wiley Sons. Sims, G. B., 2007. Addressing the Challenges facing Agricultural Mechanization. New Jersey: John Wiley Sons. Srivastava, J., 2013. Agriculture and Environmental Challenges. New York: McGraw-Hill. Topik, S., 2003. The Global Coffee Economy in Africa, Asia, and Latin America. Stamford: Cengage Learning. USAK., 2016. Six Ethical Theories Rough Overview. [Online]. Available at: https://homepage.usask.ca/~wiebeb/Etheory.html [Accessed on December 18, 2016]. Williams, G. R., 2014. Social Evolution and States. New Jersey: Pearson. Wood, W. A., 2009. Kants Ethical Thought. London: Kogan Page.

Should the Past Be Judged free essay sample

We can learn a lot from consulting the past. We learn more about our world, more about our history, and even more about ourselves. Spanish aphorist George Santayana once said: â€Å"Those who cannot remember the past are condemned to repeat it† (qtd. in Moncur 1). In general terms, this famous aphorism means that it is important for us to study and learn from history in order to avoid repeating the same mistakes. However, the standards and values that we use today to judge the present are much different than they were in the past. What may have seemed like the right thing to do one hundred years ago might not be viewed the same way today. In her essay â€Å"At the Buffalo Bill Museum, June 1988,† Jane Tompkins questions whether or not we should judge the past by the standards and values of today. While visiting the Buffalo Bill Museum, Tompkins mentions that she is disturbed by the scenery of the museum and the statement made by William Frederick Cody, or Buffalo Bill, in the museum’s introductory video. Cody mentions that he wants to be remembered as â€Å"[the] man who opened Wyoming to the best of civilization† (Tompkins 588). However, Tompkins isn’t sure if he can be viewed as that man because of his controversial actions in the past. Although today’s standards and values are much different from those of the past, that doesn’t mean that we shouldn’t use them to judge the past. If anything, it is beneficial to judge the past by today’s standards, because we can use it as a learning experience. Society benefits when it judges the past from the current standards and values because as George Santayana mentioned, we must learn from history in order to avoid making the same mistakes. To some people, Buffalo Bill is one of the greatest heroes in American history. Buffalo Bill spent most of his early years working for the army. Cody served as a Union scout in the campaigns against the Kiowa and Comanche during the Civil War. He later enlisted with the Seventh Kansas Cavalry. After taking a few years off to settle down with his wife, Cody returned to the Army as chief of scouts for the Fifth Cavalry. He fought in 16 battles, including the defeat of the Cheyenne at Summit Springs. After his many years of service, Cody was awarded the Congressional Medal of Honor in 1872. Cody’s service to the Army was called â€Å"above and beyond the call of duty. † In between his services to the Army, Cody took part in the buffalo trade that earned him his nickname. He became a buffalo hunter to feed the construction crews of the Kansas Pacific Railroad. Although these actions made him a big-game hunter, Jane Tompkins still considers him in part to be a conservationist. â€Å"If it were not for the buffalo in his Wild West shows the species would probably have become extinct† (Tompkins 592). However, the main reason for Cody being a conservationist is because he simply wanted to continue living as a hunter. â€Å"The combination big-game hunter and conservationist suggests that these men had no interest in preserving the animals for the animals’ sake but simply wanted to ensure the chance to exercise their sporting pleasure† (Tompkins 592-93). In this sense, it is difficult to determine whether Cody really cared for the animals or if he only wanted them preserved so he could continue hunting them. It was actions like these that make Cody a controversial figure in American history. According to N. Scott Momaday, Cody’s actions towards the Indians were what created so much opposition towards him. That’s not to say he wasn’t an authentic western hero. â€Å"As a scout, a guide, a marksman, and a buffalo hunter, he was second to none. At a time when horsemanship was at its highest level in America, he was a horseman nearly without peer. He defined the Plainsman† (Momaday 631). Like Tompkins, Momaday describes Cody has an American hero. They both praise him for his heroic deeds to the Army and for his preservation of the buffalo. But unlike Tompkins, Momaday believes Cody’s actions in his Wild West shows are what make him questionable as a hero. Cody’s Wild West shows weren’t just used to preserve the buffalo species; they were used to depict his actions as an Indian fighter. â€Å"Buffalo Bill was a plainsman, but the place he might have held on the picture plane of the West was severely compromised and ultimately lost to the theatrical pretentions of the Wild West Show† (Momaday 638). For Cody, these shows were just a transformation into an imitation of himself. The great fascination and peril of Cody’s life was the riddle of who he really was. The thing that opposed him, and perhaps betrayed him, was above all else the mirage of his own identity† (Momaday 631). In this essence, it is important for us to judge the past. Despite his treatment of the Indians, Cody is still an authentic American hero. Buffalo Bill isn’t the only figure in American history to be v iewed in this controversial manner. Consider the actions of Christopher Columbus after discovering America. In 1492, Columbus set out on a voyage across the Atlantic Ocean in an effort to prove that the world was round. After spending two months at sea, Columbus finally reached what he thought was India but was actually Central America. Columbus is credited for being the first to generate European awareness of the American continents in the Western Hemisphere. His voyages eventually led to the colonization of the Americas and the development of a modern world. After Columbus, more and more explorers set out to the Americas, in search of land, natural resources, and knowledge of the environment. Columbus’ voyages were what ultimately led to the country we live in today. Because of this, a national holiday was created, known as Columbus Day, which is celebrated to honor his contributions to the development of the American continents. Columbus however isn’t viewed as a hero in the eyes of everyone today. Gerald Kevitt degrades Columbus for his treatment of the indigenous people who were already living in America prior to his arrival. â€Å"Universally lauded as a hero in the nineteenth century, the famous explorer is today often denounced as an ignoble precursor of imperial exploitation, environmental degradation, and genocide† (Kevitt 3). Columbus’ discovery is what ultimately led to the colonization of the Americas, but also to the destruction of an entire race. As more and more Europeans arrived, the native peoples’ land slowly diminished. Prior to European arrival, the inhabitants of the American continents were primarily made up of natives. Although it is unknown how long they inhabited the land, historians suggest that it was thousands of years before the Europeans even knew of its existence. N. Scott Momaday considers the Europeans to be thieves of the native peoples. Those Europeans who ventured into the West must have seen themselves in some way as latecomers and intruders. In spite of their narcissism, some aspect of their intrusion must have occurred to them as a sacrilege, for they were in the unfortunate position of robbing the native peoples of their homeland and the land of its spiritual resources (Momaday 628). The Europeans robbed the natives of their homeland. As more and more settlers a rrived, the natives were forced to move westward and further away from their villages. Their land slowly reduced in size until it was completely diminished and reduced to nothing. Many natives died along the way, not only because of the hardships they encountered but because of the diseases they caught from the Europeans. When the Europeans arrived, they brought with them many diseases from the east. The natives, who had never come in contact with Europeans before, were subjected to these diseases that killed many of them instantly. Their population slowly diminished as more and more Europeans moved west and took up even more of their land. The biggest problem with this tragedy is it is unknown by so many Americans today. Many Americans look at the time of European colonization as a time of expansion and renewal. They see it in the same way as Frederick Jackson Turner. In his essay â€Å"The Significance of the Frontier in American History†, Turner describes the period of European colonization as positive in the eyes of everyone. â€Å"The frontier promoted the formation of a composite nationality for the American people†¦In the crucible of the frontier the immigrants were Americanized, liberated, and fused into a mixed race, English in neither nationality nor characteristics† (Turner 541). Turner fails to mention the Indians anywhere in his essay, as if they had no part in the event. To the colonists, they didn’t and that is why they were sent west. Turner sees the formation of the frontier in an entirely different perspective than Momaday. While it may have been a significant time for the colonists, it led to the destruction of the native tribes that were living in America centuries before the Europeans. We need to look to the past and learn from the mistakes of the Europeans. If we do not judge the past through the eyes of the present, how can we move on and prevent similar situations? There are some critics to this idea who believe that we should not judge the past based on today’s standards. They believe this causes us to see the past from a negative perspective because of how different society was run. Throughout her essay â€Å"At the Buffalo Bill Museum, June 1988†, Jane Tompkins continuously brings up her struggle in determining who Buffalo Bill really was. As mentioned before, Buffalo Bill is considered to be an authentic hero of the west. However, his treatment of the Indians makes his heroic title questionable. It is not so much that we cannot learn from history as that we cannot teach history how things should have been† (Tompkins 602). Jane Tompkins believes it is sometimes impossible to look at the past through the eyes of the present. Because of the different lifestyles led by the people of that time, it is difficult to see some of them as heroes from today’s perspective. After learning about Cody’s heroic deeds as a w ar fighter and his mistreatment of the Indians, Tompkins isn’t sure what her true vision of Cody really is. Must we throw out all the wonderful qualities that Cody had, the spirit of hope and emulation that he aroused in millions of people, because of the terrible judgment history has passed on the epoch of which he was part? The kinds of things he stands for – courage, daring, strength, endurance, generosity, openness to other people, love of drama, love of life, the possibility of living a life that does not deny the body and the desires of the body – are these to be declared dangerous and delusional although he manifested some of them while fighting Indians while representing his victories to the world? And the feelings he aroused in his audiences, the idealism, the enthusiasm, the excitement, the belief that dreams could become real – must these be declared misguided or a sham because they are associated with the imperialistic conquest of a continent, with the wholesale extermination of animals and men? (Tompkins 602) This question explains why we must judge the past based on today’s standards and values. Cody was an American hero, but his treatment of the Indians contrasts with that title. We need to look past that mistreatment and learn from the mistakes he made. This allows for us to move forward in life and define the true qualities that determine a hero today. In a contemporary world, it is important for us to study and learn from history in order to avoid repeating past mistakes. This general idea comes from George Santayana. It is true that a lot of the actions taken by individuals in the past are today viewed as controversial. The actions taken by William Frederick Cody make it difficult to determine who he really was.