Data Management: Relational Database Systems (RDBMS) o Data backup and recovery

Nondependence on a particular platform; and so on.

Storage and management of data is a
key aspect of data science. Example: Library Database System
Data, simply speaking, is nothing but a collection of facts—a
snapshot of the world—that can be stored and processed by
computers.
Database
 A database is a collection of organized data in the form of DBMS Products
rows, columns, tables and indexes.
 In a database, even a small piece of information becomes
data.
 Data owners tend to aggregate related information together
and put them under one gathered name called a Table.
 A database system is a digital record-keeping system aor an
electronic filing cabinet.
 Database systems can be used to store large amounts
Relational database management system (RDBMS) is a database
of data, and data can then be queried and manipulated later
management system (DBMS) that is based on the relational model of
using a querying mechanism/language.
data.

Relational Database Systems

 A database management system (DBMS) is the system DBMS DBMS tells us about the tables
software that enables users to create, organize, and manage RELATIONAL DBMS Relational DBMS specifies about
databases relations between different entities in the database
The main objectives of DBMS The two main principles of the RDBMS are entity integrity
 Mass Storage and referential integrity.
o removal of duplicity
o DBMS makes sure that same data has not been stored Entity integrity - All the data should be organized
earlier by having a unique value (primary key), so it cannot accept null
o providing multiple user access—two or more users can values.
work concurrently;
 Data integrity
o Ensuring the privacy of the data and preventing
unauthorized access
Referential integrity
Must have constraints specified between two relations and the
relationship must always be consistent (e.g., foreign key column must
be equal to the primary key column).
 Primary key: is a column in a table that uniquely identifies
the rows in that relation (table).
 Foreign keys: are columns that point to primary key columns of
another table.

Normalization
Organize, Optimize, Remove - A database design technique that is
used to efficiently organize the data, optimize the table structures, and
remove duplicate data entries.
Separate, Link - It separates the larger tables into smaller tables and
links them using the relationships.
Improve, Increase Integrity - Normalization is used to improve the
speed, for efficient usage of space, and to increase the data integrity
Structured Query Language (SQL)
SQL (structured query language) is a computer language
exclusive to a particular application domain in contrast to some other
general-purpose language (GPL) such as C, Java, or Python that is
broadly applicable across domains.
SQL is text oriented, and designed for managing (access and
manipulate) data.
SQL was authorized as a national standard by the ANSI
(American National Standards Institute)
in 1992. It is the standard language for relational database
management systems.
Some common relational database management systems that

operate using SQL:

SQL statements are used to select the particular part of the data,
retrieve data from a database, and update data on the database using
CREATE, SELECT, INSERT, UPDATE, DELETE, and DROP
commands. SQL commands can be sliced into four categories:
DDL (data definition language)
 deals with the database schemas and structure
DML (data manipulation language)
  deals with tasks like storing, modifying, retrieving, PERFORMANCE MANAGEMENT
deleting, and updating the data in/from the
Learning Objectives:
database.
• Understand the concept and importance of performance
DCL (data control language)
management
 used to uphold the database security during multiple
•Familiarize with the process of Performance Evaluation
user data environment. The database administrator
•Able to understand feedback mechanism
(DBA) is responsible for “grant/revoke” privileges on
database objects.
Performance Management is a systematic process aimed at
TCL (transaction control language)
improving organizational performance by developing the performance
 used to uphold the database security during multiple
of individuals and teams. It involves setting clear performance
user data environment. The database administrator
expectations, monitoring progress, providing feedback, and
(DBA) is responsible for “grant/revoke” privileges on
conducting evaluations to ensure that organizational goals are met.
database objects.
 enable you to control and handle transactions to keep Key elements of performance management
up the trustworthiness of the information within SQL 1. Goal Setting
statements. 2. Continuous Feedback
3. Performance Appraisal
4. Development Plans
5. Rewards & Recognition

KEY ELEMENTS OF PERFORMANCE APPRAISAL

1. Goal Setting -Establishing clear, measurable objectives aligned
with organizational goals
2. Continuous Feedback -Providing ongoing feedback to employees
to encourage development and address issues promptly.
3. Performance Appraisal -Formalized process within performance
management where an employee’s performance is assessed against
predetermined criteria and objectives.
Performance Appraisal as a component
Performance Appraisal can also be called performance
evaluation, performance assessments, or employee appraisals.

4 TYPES OF PERFORMANCE APPRAISAL

 1. 360-Degree Appraisal
The manager gathers information on the employee’s 4. Checklist Method
performance, typically by questionnaire, from supervisors, co- This simple method consists of a checklist with a series of
workers, group members, and self-assessment. questions that have yes/no answers for different traits.
2. Negotiated Appraisal
This type of appraisal uses a mediator to help evaluate the 5. Critical Incidents Method
employee’s performance, with a greater emphasis on the Critical incidents could be good or bad. In either case, the
better parts of the employee’s performance. supervisor takes the employee’s critical behavior into account.

3. Peer Assessment
6. Customer/Client Review
The team members, workgroup, and co-workers are
This method fits best for employees who offer goods and
responsible for rating the employee’s performance.
services to customers. The manager asks clients and
customers for feedback, especially how they perceive the
4. Self-Assessment
employee and, by extension, the business
The employees rate themselves in categories such as work
behavior, attitude, and job performance.
7. Field Review Method
METHODS OF PEFORMANCE APPRAISAL An HR department or corporate office representative conducts
the employee's performance evaluation.
1. 720-Degree Feedback
The 720-degree feedback method collects information not only
from within the organization but also from the outside, from
8. Forced Choice Method
customers, investors, suppliers, and other financial-related
This method is usually a series of prepared True/False
groups. Methods of Performance Appraisals
questions.

9. Rating Scales
2. The Assessment Center Method
These ratings measure dependability, initiative, attitude, etc.,
This method consists of exercises conducted at the company's
ranging from Excellent to Poor or some similar scale. These
designated assessment center, including computer
results are used to calculate the employee's overall
simulations, discussions, role-playing, and other methods.
performance.
Employees are evaluated based on communication skills,
confidence, emotional intelligence, mental alertness, and
10. Project Evaluation Review
administrative abilities
This method involves appraising team members at the end of
every project, not the end of the business year.
3. Behaviorally Anchored Rating Scale (BARS)
This appraisal measures the employee’s performance by
comparing it with specific established behavior examples.
Each example has a rating to help collect the data.
IMPORTANCE OF PERFORMANCE MANAGEMENT
-FOR ORGANIZATIONS
Employee assessments provide insight into an employee's
contribution, enabling management to improve working conditions,
address behavioral issues, recognize employee talents, support skill
and career development, and improve strategic decision-making.
FOR EMPLOYEES:
Performance reviews are a way to recognize and thank them
for their achievements, find opportunities for promotions or bonuses,
help them get training or education to advance their careers, find KEY ELEMENTS OF PERFORMANCE MANAGEMENT
areas where they can improve, encourage and involve them in their
career development, and start conversations about long-term goals. 4. Development Plans

BENEFITS OF PERFORMANCE APPRAISAL Creating personalized plans for employee development and skill
enhancement.
* Creates career growth
* Improves performance 5. Recognition and Rewards:
* Increase employee engagement
Acknowledging high performance through incentives and recognition
* Helps determine training
programs.
* Clarifies expectations
* Guides current projects Ethical & Legal Considerations in Performance Management
* Allows for conversation • Fairness and Objectivity
* Evaluate goals • Transparency
* Provides documentation • Confidentiality
* Addresses area of improvement • Feedback Mechanisms
* Strengthen team bonds • Bias Mitigation
* Refocuses work • Legal and Ethical Compliance
There are four reasons why a systematic performance evaluation
system should be implemented Performance Appraisal Legal
Considerations The legality of performance appraisals was questioned
1. Encourage positive performance and behavior.
in 1973 in Brito v. Zia, in which an employee was terminated based on
2. Way to satisfy employee curiosity as to how well they are
a subjective performance evaluation. Following this important case,
performing in their job.
employers began to rethink their performance evaluation system and
3. It can also be used as a tool to develop employees.
the legality of it.
4. Provide a basis for pay raises, promotions, and legal disciplinary
actions. The performance management cycle
DISRUPTIVE INNOVATION - Low cost
- Highly Accessible
Changes in the competitive landscape have made companies
- -Lower gross margins than its incumbents
feel the need to continuously adapt. Innovation pushes brands to
- Caters to least-demanding markets before
think outside the box, but not all of them were ‘disruptive’ enough to
experiencing tremendous growth
cause a significant change in their chosen industries.
- Dramatically upends existing markets or creates a new
The concept of ‘disruptive innovation’ was first coined in market segment
1995 to describe small companies that became market leaders by - Supported by new technology or business model
beating out established organizations through devising products in
EXAMPLES OF DISRUPTIVE BRANDS
ways that have surprised the world.
(When disruptive products are made, established brands are often
CLAYTON CHRISTENSEN- first who coined the term "disruptive
‘dethroned’)
innovation" when researching the disk-drive industry in the mid-90s.
He also introduced it in a popular HBR article and in his 1997 book Despite being at the bottom of the competition, disruptive
The Innovator's Dilemma: When New Technologies Cause Great brands are able to move up the market by offering Lo-cost solutions
Firms to Fail. that also meet the requirements of high-demanding customers.
1.) AMAZON prime – 200 million members
Amazon, a leading ecommerce giant, has disrupted
DISRUPTIVE INNOVATION IN SIMPLEST SENSE:
brick-and-mortar retail with its Amazon Prime service.
Capsizing an existing market through new business models or Launched in 2007 at $79, Prime offered unlimited two-
technologies. Creating a whole new market segment by extending day shipping, a bold move given the costs and potential
value that varies from the current offerings of top-tier businesses. for abuse. However, Jeff Bezos believed it was a
worthwhile risk. Fourteen years later, Prime boasts
Disruptive innovation is an innovation that simplifies and over 200 million global members enjoying benefits like
makes more affordable products and services to undesirable or same-day delivery and streaming for $119 annually.
ignored markets.
Disruptive innovations are not advanced versions of already 2.) GOOGLE maps- Billion Users
existing products. They are entirely different from sustaining Google has dominated the tech space for years, but its
innovation, which only focuses on turning the good into better. fame as a search engine doesn’t define it as disruptive;
other search engines like Yahoo! preceded it. However,
Instead, disruptive innovations redefine trajectories by Google Maps is truly revolutionary, replacing physical
offering new benefits such as affordability, accessibility, and maps and GPS devices. It offers global location
convenience. Disruptive innovation is more often than not, a services, complete with images, directions, suggested
cheaper alternative that caters to a larger yet least demanding routes, and estimated travel times.
population.
3.) SPOTIFY Music – 626 Million Active Users
Spotify is a leading music streaming platform, but its
A PRODUCT IS CONSIDERED DISRUPTIVE IF IT HAS THE disruption lies in its freemium business model. Users
FOLLOWING PROPERTIES can access music for free with ads and no offline
 capability, while a premium membership allows ad-free subscription fee. Over time, this model gained
listening and offline access. This model attracts a popularity, as customers appreciated the convenience
broad customer base by offering basic services upfront
and encouraging upgrades for additional features. of not needing to visit a store to rent or return movies.
Netflix is a prime example of a disruptive brand. Initially
4.) AIRBNB- 150 MILLION USERS a DVD-by-mail rental service, it faced stiff competition
Airbnb enables homeowners to rent their properties to from Blockbuster, a dominant player in video rental.
travelers, offering a budget-friendly alternative to Recognizing the internet's potential, Netflix pivoted to
hotels. The idea emerged when founders needed to streaming after securing a $30 billion investment from
make rent and rented out air mattresses during a sold- Groupe Arnault. This shift allowed users to access a
out conference in San Francisco. Positive feedback led wide range of films and TV shows from home for a low
them to expand the concept, creating a platform that subscription fee. Over time, this model gained
disrupts the hotel industry with diverse popularity, as customers appreciated the convenience
accommodations like tents, boats, and treehouses. of not needing to visit a store to rent or return movies.
Airbnb allows guests to experience destinations like
locals, and it now boasts over 150 million users SUMMARY*
worldwide. Disruptive innovations transform industries, but they
take time to develop. The brands mentioned in this
5.) APPLE Ipods- 420 Million Solds article began as market entrants, and their success
The iPod revolutionized music consumption, replacing stemmed from innovative ideas that addressed
cassette tapes and CDs. While competitors focused on consumer needs. Achieving such transformation
walkmans and mp3 technology, Apple developed a requires creativity, resources, and a clear
digital music player that seamlessly synced songs from understanding of market demands. Businesses must
computers via iTunes. Smaller, with greater storage offer affordable alternatives and innovative
and battery life—5 GB and 10 hours on its launch—the technologies that disrupt competition and create new
iPod solved compatibility issues and made portable market segments. Unlike sustaining innovations,
music accessible. Its success transformed Apple into a disruptive innovations aim to provide simple,
tech powerhouse, paving the way for iconic mobile accessible products rather than refining existing
devices like smartphones and tablets ones for current customers.

6.) NETFLIX- 277.65 MILLION SUBSCRIBERS

Netflix is a prime example of a disruptive brand. Initially
a DVD-by-mail rental service, it faced stiff competition
from Blockbuster, a dominant player in video rental.
Recognizing the internet's potential, Netflix pivoted to
streaming after securing a $30 billion investment from
Groupe Arnault. This shift allowed users to access a
wide range of films and TV shows from home for a low
BRANDING AND RE-BRANDING 4.Merger or Acquisition Where should you focus while rebranding
your organization?
REBRANDING*****
Where should you focus while rebranding your organization?
 Rebranding is a process of changing how a brand is perceived
by its target audience through a makeover in its look, voice, 1. Logo and Visual Identity
and feel.
• Logo Design
 Rebranding is a major milestone for a company, as it can
• Brand Guidelines
redefine its vision, attract more customers, and stay relevant in
the market. 2. Messaging and Communication
 Reasons for rebranding include targeting a new audience, • Tagline and Brand Message
standing out among competitors, improving customer
communication, and eliminating negative associations. • Content Strategy

Companies rebrand for a myriad of reasons. 3. Website and online presence

 Whenever a brand has extended its offering or product line. • Website redesign

 Whenever a brand has added a new product or service to its • Social Media profiles
portfolio. 4. Collateral and Marketing materials
 Whenever a brand merges with another brand or is acquired • Brochures and print material
by sub-brands under its umbrella.
• Digital Marketing
Who should you rebrand for?
1.Current Customers
2. New and potential customers
3. For staying updated on market trends
4. Competitors

When should you rebrand your organization?

1. New Goals and Values
2. Obsolete Brand Image
3. Market Changes
 1998 (Brand Marks)
History of logo Steve Jobs returned to Apple in 1997 and revamped the
The origins of the logo can be dated back to the Ancient company's entire brand image. He removed the rainbow colors
Egyptians. They originally used hieroglyphics to brand and and replaced them with solid black known as the
identify their possessions, until in medieval times when graphic monochromatic logo, symbolizing a fresh start and a refined
imagery such as coats of arms were used to distinguish vision for the company which was used briefly until 2001.
between the statuses of different nobilities.
History of Logo by the following company: 2001 (Brand Marks)
APPLE Alongside the groundbreaking launch of the iPod, Apple
Apple started in a small Californian garage in 1976. Initially, it introduced a refreshed logo that featured a chrome texture
was founded by 3 people named Steve Jobs, Steve Wozniak, design in silver, moving away from the flat monochrome
and Ronald Wayne in April 1976. Apple Incorporation is an emblem, symbolizing the company’s commitment to elegance
American computer and consumer electronics company famous and advanced technology.
for creating the iPhone, iPad and Macintosh computers. Apple is
one of the largest companies globally with a market cap of more 2007 (Brand Marks)
than $3 trillion. This new design, with its glossy, reflective surface, perfectly
complemented the innovative feel of the iPhone and other
Apple’s Logo from 1976 – Present products of that era.

1976 (Emblem and Shape Logos) 2017 (Brand Marks) The logo underwent a little change when
The job of creating the company’s first logo fell to Ronald Landor & Associates was hired in 1984 before the Macintosh
Wayne, who decided to use Isaac Newton’s image sitting below was launched. Apple got a new typeface, but the logo was now
a tree – the same Isaac Newton who discovered gravity when often used without the name. 3
an apple fell out of a tree onto his head. It captures the moment
right before an apple fell on his head.

1977 (Combination Marks)

Jobs hired Rob Janoff, a graphic designer tasked with creating a
logo that would blend the name “Apple” with a modern-looking
design. The design took Janoff about two weeks, costing Steve
Jobs around $100,000. It was based on Steve Jobs’s desire for
a simpler and more approachable logo. 2

1984 (Brand Marks)

The logo underwent a little change when Landor & Associates
was hired in 1984 before the Macintosh was launched. Apple
got a new typeface, but the logo is now often used without the
name.
TOYOTA The company continued to embrace the bright red and white
Toyota is the largest automobile manufacturer in the world, coloring. Resulting in a wordmark very similar to what we see
producing about 10 million vehicles per year. Kiichiro Toyoda today. With minor changes to letter height and spacing.
was the founder of Toyota Motor Corporation and the
automotive centered Toyota Group. Kiichiro used the spirit of 1989 (Combination Mark)
invention, and the business base inherited from his father Toyota updated its logo with more than just a wordmark.
Sakichi Toyoda to expand into the automotive business and Incorporating the first version of the oval emblem. Featuring a
build the foundation of today's Toyota Group. It was founded by large horizontal oval with a set of two overlapping ovals in the
Kiichiro Toyoda and incorporated on August 28, 1937. middle. Originally, the color for the oval emblem was a deep red.
The color scheme has since been updated
Toyota’s Logo from 1935 – Present through the years.

1935 (Combination Marks) 2005 (Combination Marks)

The 1935 logo wasn’t that much different than the present day. During the year 2005, Toyota updated its oval emblem to a
It incorporated the same red and white colors we see today. silver version. Which made the separate ovals of the Toyota
However, the main difference between past and present designs symbol easier to recognize. 4
is the 1935 version featured a very geometric logo compared to
today. 2019 (Combination Marks)
By the year 2019, Toyota updated its image again. This time
1949 (Abstract Marks) refine the contours of the oval emblem. Displaying its logo on a
This logo replaced the past geometric design with a red circle red, white, or black background.
and markings spelling out Toyota. The new spelling was
considered good luck in Japanese belief due to it taking 8 pen 2020 (Abstract Marks)
strokes. 8 pen strokes in Japanese belief are how many strokes This change, according to The Partnership and Toyota, was an
make up a lucky number. Hence, bringing good luck. That logo acknowledgement of the brand's visual recognition amongst
change influenced the international market, and the company European consumers, meaning it no longer needs to plainly
introduced a watermark similar to times new roman spelling out state its
“Toyota”. Changing the initial name from Toyoda to Toyota. to be identified.

1958 (Word Marks)

The company had forayed into the international market, which
also was a reason for adopting the new name Toyota, which
sounds Roman. This time they used a font that looked like
Times New Roman font and created the letter in black.

1969 (Word Marks)

In 1969 the wordmark for Toyota changed again, evolving into a
sans-serif design. Creating a more modern image. 1978 (Word
Marks)
 1950s (Emblem and Shape Logo)
PEPSI To differentiate from Coca-Cola, Pepsi introduced blue to its
logo, particularly on bottle caps. The red, white, and blue color
Pepsi, produced by PepsiCo, Incorporation, is a globally scheme became iconic, symbolizing energy and fun, with
recognized carbonated soft drink known for its bold cola flavor. slogans like “More Bounce to the Ounce
Originally created in 1893, Pepsi has grown to become a
leading competitor in the beverage industry, offering various 1962 (Combination Marks)
product lines like Pepsi Zero Sugar and flavored colas. The This was a pivotal year for the entire Pepsi brand. Two major
brand is associated with youthful energy and has made a things happened: The logo bottle cap now laid flat, and Pepsi-
significant impact through pop culture partnerships and Cola dropped the word “cola.” emphasizing the brand’s youth-
innovative marketing strategies. oriented approach. From here on out, it was just Pepsi. 5

Pepsi’s Logo from 1893 – Present 1973-1990 (Abstract Marks)

Pepsi embraced 1970s minimalism when it switched to the
1893: Brad’s Drink (Word Marks) globe logo in 1973. This was a fairly simple change; the bottle
Before Pepsi was Pepsi, it was known as Brad’s Drink, created cap just dropped its ridges.
by pharmacist Caleb Bradham in New Bern, North Carolina in
1893. During that same era, pharmacists created a bunch of the 1991 (Combination Marks)
sodas like coca cola and dr pepper. The Brad’s Drink logo was a The big Pepsi logo shift in 1991 was just to pull the brand name
blue wordmark against a white background. The font was bold out of the wavy globe. The font and design elements largely
and ornate, a characteristic the Pepsi logo would hold on to for a stayed the same, they just pull the brand name out the wavy
while, even after changing colors and becoming known as globe to improve its visibility and make the logo more versatile
Pepsi-Cola. across different media. This allowed the logo to be clearer and
more easily recognized, especially in an era where branding
1998 – 1940 (Word Marks) needed to stand out in digital and print formats.
In 1898, Brad’s Drink became known as Pepsi-Cola, a name
derived from the word “dyspepsia,” another word for indigestion. 1998 – 2005 (Combination Marks)
(Remember, these were the days when soft drinks were In 1998, Pepsi's logo became 3D, featuring a dominant blue
considered medicinal aids.) Over time, the logo words started to background, a glowing globe, and a rounded, futuristic font. By
become softer and less wild, in that the letters started to show a 2005, the logo added more depth with a gradient background,
much more even spacing. By 1940, the logo was paired down to shine on the globe, and shadowed serif letters for a sleek,
a succinct banner with smooth words. It had a very Art-Deco-era dynamic appearance.
feel. The letters were clean cut and more thinned out from the
version in 1906, where the font gave off a little bit of a carnival 2006 (Combination Marks)
vibe. And the lines from the ‘C’ took on flourishes that highlight The addition of droplets to the 2006 Pepsi logo was meant to
the rest of the word, without the awkward connection it had evoke a refreshing, thirst-quenching appeal, which fit the early
previously tried to share with the ‘P.’ 2000s trend of adding detailed, dynamic elements to make
logos feel more interactive and visually engaging.
2008: A global cola leader (Dynamic Mark)
The 2006 version was cool, but by 2008, it was time for another
change. This time around, Pepsi was due for a big change.
Famously, Pepsi paid Arnell Group more than $1 million to
design their next logo,
his was not just a simple tweak, Pepsi was looking for a visual
shift that would not only stand out but also become iconic,
ushering in a new era for the brand.

2014 - (Dynamic Mark)

In 2014, Pepsi made a subtle yet impactful change by removing
the outline around the globe, opting for a minimalist design that
emphasizes implied waves within the circle. This streamlined
branding aligns perfectly with modern platforms and packaging,
ensuring clarity and ease of recognition. 6

2023 (Combination Mark)

In celebration of its 125th anniversary, Pepsi made a notable
return to a bold, uppercase font that harkens back to its iconic
designs from the 80s and 90s. This nostalgic choice not only AMAZON
pays homage to the brand’s rich history but also evokes feelings Amazon is a multinational technology company based in
of familiarity and trust among longtime consumers. The flat Seattle, primarily known for its e-commerce platform. Founded
design aesthetic aligns with contemporary branding trends while by Jeff Bezos in 1994, it began as an online bookstore and has
still incorporating classic features, like the black accents used since expanded to offer a wide range of products and services,
for the Zero Sugar product line, which help differentiate it within including cloud computing (AWS), digital streaming, and artificial
the portfolio. This blend of nostalgia and modernity reflects intelligence. Amazon is recognized for its customer-centric
Pepsi's strategy to appeal to both older fans who remember the approach, innovative logistics, and vast marketplace, making it
brand's vibrant past and younger consumers who appreciate one of the world's largest and most influential companies.
clean, minimalist designs.
1995 (Combination Marks)
In 1995, Amazon's first logo was a stylized black "A" with a
white line representing the Amazon River. The wordmark
"amazon.com" was placed beneath in a simple sans-serif
typeface. It was designed by Jeff Bezos, the company's founder.
t was a straightforward design that aimed to establish Amazon's
identity as an online bookstore. 7
1997 (Combination Marks)
The first logo redesign features the same garish late 90s
stylings and ridiculousness. The logo was redesigned with white
horizontal lines extending from the Amazon River, creating a
resemblance to a tree and a zebra pattern. The wordmark
became bolder, and the emblem was made smaller and more
elegant. It designed by Turner Duckworth, a design firm based
in San Francisco and London.

1998 (Combination Marks)

In 1998, Amazon experimented with several different logos,
reflecting the company's rapid growth and evolving brand
identity. Here's a breakdown of the logos used that year: Early
1998: A simple wordmark "amazon.com" in a serif typeface with
the tagline "Earth's Biggest Bookstore" in all caps and a sans- GOOGLE
serif font. This logo was black and white and was quickly
replaced. Google's parent company, Alphabet Incorporation, is one of the
five Big Tech companies focusing on online advertising, search
1998 (Word Marks) engine technology, cloud computing, computer software,
Mid-1998: A capitalized wordmark "amazon.com" in black with a quantum computing, e-commerce, consumer electronics, and
large yellow "O". The tagline was removed. This logo was also artificial intelligence. Google was founded on September 4,
short-lived. 1998, by American computer scientists Larry Page and Sergey
Late 1998 - 2000: The "swish" logo was introduced, featuring a Brin while they were PhD students at Stanford University in
lowercase wordmark "amazon.com" in black with a bright yellow California.
line underneath, slightly arched to represent a bridge connecting
past and future. The wordmark was executed in Officina Sans Google’s Logo from 1998 – Present
typeface, with "amazon" in bolder lines than ".com". This logo
laid the foundation for the current logo. 1996 (Word Marks)
Google originally started as a search engine project called
2000 (Combination Marks) “Backrub” at Stanford in 1996. The founders, Sergey Brin and
The current logo, designed in 2000, features a lowercase Larry Page, wanted to organize all of the information on the
wordmark "amazon" with a bold yellow arrow extending from the internet in an easily accessible way.
"a" to the "z", forming a smile. The ".com" was removed as
Amazon expanded its offline presence. 8 1998 (Word Marks)
The Baskerville Bold typeface and brave, yet playful, logo colors
caught the attention of Google’s audience.
1998
There’s no rhyme or reason as to why Google chose these
brand colors. But there’s speculation that the first Google logo
was inspired by the Lego tower that stored the tech giant’s first
server. This rendition only lasted a month before Google
decided it needed a change.

1997 – 1998 (Word Marks)

In 1997, Google presented its first official logo, a classic 90s
creation with an exclamation point at the end. The use of a serif
font provided a sense of authority and trust. Essential for a
company that wants users to rely on it for the world’s
information. The team introduced more shadows and gave the
lettering more rounded notes. And of course, changed the first
‘G’ from green to blue.
Additional Information:
1999 – 2010 (Word Marks) The genesis of Google’s Doodles
In 1999, Google decided to lean further into its playful spirit. The Google Doodles revolutionized how users interact with a brand.
team brought in Ruth Kedar, a designer, to create the colorful It all began as a playful, quirky modification of the Google logo
Google we’re all familiar with. The new logo consisted of a new back in 1998 when Page and Brin attended the Burning Man
typeface, Catull. The Catull font has sharp serifs, an angled Festival. The Doodles embody Google’s brand ethos of injecting
axis, and modern features. fun and creativity into technology. Doodles commemorate a
wide range of events, anniversaries, and unsung heroes from
2010 – 2013 (Word Marks) around the world.
By 2010, Google began shedding its startup skin. The logo’s
drop shadow was minimized and the colors were slightly muted, The google “G” favicon used since September 1, 2015
creating a smoother appearance. It was the beginning of A favicon is a small image that represents a website in web
modern design that reflected the stark advancement of browsers. If you look at your browser’s address bar right now,
technology. you’ll see several favicons, including SE Ranking’s favicon.
Typically, favicons feature things like logos, the first letter of the
2013 – 2015 (Word Marks) company’s name, or images that reflect the specifics of the
The 2013 revision saw Google take the modern minimalist websites they represent.
approach a step further. It eliminated the shadow effect and
opted for a flatter, simpler design. 9
 media. Coca-Cola launched the “Share a Coke” campaign, which
personalized bottles by replacing the logo with popular names. This
COLA WARS
campaign encouraged social sharing and community engagement,
HISTORY driving sales and creating a viral sensation across social media.

The Cola wars are the long-time rivalry between soft drinks
producers The Coca-Cola Company. and PepsiCo, who have
PRODUCT INNOVATION
engaged in mutually-target marketing campaigns for the direct
competition between each company's product lines, especially their This rivalry began in the late 19th century, with Coca-Cola establishing
flagship cola, Coca Cola and Pepsi. Beginning in the late 1970s and an early lead. Pepsi differentiated itself through affordability during the
into the 1980s, the competition escalated until it became known as the Great Depression, marking the start of their ongoing battle.
cola wars.
Coca-Cola's New Coke (1985): A controversial reformulation that was
In 1886, John Stith Pemberton, a pharmacist from Atlanta, met with consumer backlash, reinforcing brand loyalty when the
Georgia, developed the original recipe for Coca-Cola. By 1888, original formula was reintroduced
control of the recipe was acquired by Asa Griggs Candler, who in
Pepsi's Crystal Pepsi (1992): An experimental clear cola that, despite
1896, founded The Coca-Cola Company. Two years later, in 1898,
marketing efforts, failed to gain long-term success.
Caleb Bradham renamed his "Brad's Drink" to "Pepsi-Cola," and
formed the Pepsi-Cola Company in 1902, prompting the beginning of
the cola wars.
CULTURAL INFLUENCE
The two companies continued to introduce new and
contemporary advertising techniques, such as Coke's first celebrity The competition between Coca-Cola and Pepsi has driven significant
endorsement and 1915 contour bottle, until market instability following advertising innovations, from celebrity endorsements to creative
World War I forced Pepsi to declare bankruptcy in 1923. In 1931, product photography. Pepsi's
Pepsi went bankrupt once more, but recovered and began selling its bold marketing, exemplified by campaigns like the Pepsi Challenge,
products at an affordable 5 cents per bottle, reigniting the cola wars often forces
through to today. Pepsi offered to sell out to Coca-Cola following both
of its bankruptcies during this time, but Coca-Cola declined each time. Coca-Cola to react. However, taste tests can be misleading; while
consumers may prefer Pepsi's sweeter flavor in short sip tests, long-
MARKETING BATTLES term preferences often differ.
In 1975, Pepsi conducted a blind taste test called "The Pepsi Sustainability and Social Responsibility
Challenge" to see which product people liked better, Pepsi or Coca-
Cola. In 1982, Coca-Cola released "Diet Coke" but changing its recipe Diversification of Product Lines
to "New Coke" in 1985, but ultimately returned the original recipe,
Health and Wellness Trend
resulting in the creation of "Coca- Cola Classic."
Globalization and Local Adaptation
As marketing moved into the digital age, Pepsi launched the “Live for
Now” campaign. This campaign was all about capturing the Digital Marketing and Social Media
spontaneity and excitement of life, heavily promoted through social
Cultural Authenticity and Storytelling
BRAND LOYALTY PRODUCT LIFE CYCLE
The Cola Wars, a competition between Coca-Cola and Pepsi, reveal The product life cycle is the length of time that a product is available
that brand loyalty in mature markets is strong. Despite intense to customers. It starts when a product (a good or a service) is
advertising and price wars, consumer loyalty remains strong. A study introduced into the market and ends when it's removed from the
found that 94.4% of Coca-Cola households remained loyal over a shelves.
quarter, while 91% of Pepsi households did the same. This suggests
This concept is used by management and marketing professionals to
that brands could benefit from targeting "fringe" consumers, those
make marketing and sales decisions, such as whether or not to
who haven't committed to a brand, rather than competing for
increase advertising, reduce prices, expand to new markets, or
entrenched customers.
redesign packaging. The process of strategizing ways to continuously
support and maintain a product is called product life cycle
management.
SUMMARY
The Cola Wars, a long-standing rivalry between Coca-Cola and
PepsiCo, have significantly shaped the soft drink industry and popular HOW PRODUCT LIFE CYCLE WORKS?
culture since their inception in the late 19th century. The rivalry has
A product begins with an idea. Within the confines of modern
led to marketing campaigns such as the Pepsi Challenge, "Live for
business, that idea isn't likely to go further until it undergoes research
Now," and "Share a Coke." The competition has also influenced
and development (R&D). If the business finds that it is feasible and
sustainability, social responsibility, product diversification, health
potentially profitable, the product will be produced, marketed, and
trends, globalization, digital marketing, and cultural authenticity.
rolled out.
Despite initial financial struggles faced by Pepsi, the two companies
have engaged in intense marketing battles and product innovations.
Marketing campaigns have been pivotal in the Cola Wars, with
campaigns like "Pepsi Challenge" and "Share a Coke" capturing FOUR STAGES OF PRODUCT LIFE CYCLE
consumer interest and driving sales. The Cola Wars have also left a 1. Introduction
lasting impact on culture and society, driving advertising innovation
through celebrity endorsements and creative product presentations. In - First launch of the product
recent years, both companies have shifted their focus towards
- High advertising costs to create awareness
sustainability, social responsibility, and product diversification.
- Limited competition
- Negative financial results (low sales, high expenses)
 4Ps Strategy in the Introduction Stage themselves through pricing strategies, product improvements, or
enhanced customer service to sustain profitability.
● Product: Launch a minimal viable product (MVP)
4Ps Strategy in the Maturity Stage
● Price: Use skimming or penetration pricing
● Product: Companies may enhance product features to
● Place: Limited distribution channels, often testing the
differentiate them from competitors.
product in select regions or through direct channels.
● Price: Companies may need to lower prices to maintain
● Promotion: Heavy focus on advertising and promotions to
market share.
create product awareness. Use influencer marketing or
product trials. ● Place: becomes more intensive, and companies may offer
incentives to encourage preference over competitors.
● Promotion: Promotion emphasizes product differentiation
2. Growth Stage
and social proof.
- Increasing demand and production
- Product becomes more recognizable
4. Decline Stage
- Competition increases
● Objective: Minimize costs and exit the market gracefully.
- Higher sales but thinner margins
● Characteristics:
4Ps Strategy in the Growth Stage
- Sales decline due to changing customer preferences or new
● Product: Add new features or variants alternatives.

● Price: Slightly lower prices for competitiveness - Profits dwindle, and companies may cut back on investments.

● Place: Expand distribution to new regions or retailers, both 4Ps Strategies in Decline
online and offline.
● Product: Reduce the number of variants or discontinue less
● Promotion: Shift from awareness to persuasion, profitable versions.
emphasizing product benefits over competitors. Use customer
● Price: Offer deep discounts to clear inventory.
testimonials and social proof.
● Place: Reduce distribution to only the most profitable
channels.
3. Maturity Stage
● Promotion: Minimize advertising, focusing only on loyal
- where market growth slows, competition becomes intense, and firms customers or niche markets.
focus on maintaining market share rather than increasing sales.
- products have typically reached widespread acceptance, leading to
stable demand and the need for companies to differentiate
BENEFITS AND DRAWBACKS OF USING THE PRODUCT LIFE
CYCLE
BENEFITS:
● Clarify portfolio of offerings
● Better allocation of resources
● Positive impact on economic growth
● Promotes innovation
DRAWBACKS:
● Not appropriate for every industry or product
● Legal or trademark restrictions
● Planned obsolescence
● Product or resource waste
PRODUCT LIFE CYCLE VS. BCG MATRIX
A similar analytical tool to help businesses determine the market
positioning of a product is the
EXAMPLE:
Boston Consulting Group (BCG) Matrix. This four-square table
defines products based on One of the most widely well known consumer product
companies in the world is Apple.
their market growth and market share:
● Cash Cow - Once an innovative product, Apple’s laptops are
no longer in a fast-growing industry but generate healthy
● Stars: Products with high market growth and high market share profits for the company

● Cash cows: Products with low market growth(slow-growing ● Dog - Apple’s iPods have now been cannibalized by its
industry) and high market iPhones and should no longer receive further heavy
investment
share
● Question Mark - Apple’s AirPods are growing extremely
● Question Marks: Products with high market growth and low market quickly but have yet to dominate the market
share
● Star - Apple’s iPhones continue to generate excess profits
● Dogs: Products with low market growth and low market share and the company dominates the growing smartphone market
 EXERCISE PRESCRIPTION
Both systems analyze a product's market growth and saturation. SEDENTARY LIFESTYLE AND LOW ACTIVE LIFESTYLE
However, the BCG Matrix does not traditionally communicate the
direction in which a product will move. For example, a product that
has entered the maturity stage of the product life cycle will likely 1.1:What is Sedentary Lifestyle?
experience decline next; the BCG Matrix does not communicate this
product flow in its visual depiction. There is no direct relationship - When someone spends six or more hours per day sitting or lying
between where a product sits in the BCG Matrix and where it is in the down, and they lack significant physical movement in their daily life.
product life cycle. 1.2: What is Low Active Lifestyle?
- Low active lifestyle refers to a way of living where physical activity is
minimal or limited to light, everyday activities, such as walking to the
car, doing basic household chores, or engaging in short periods of
movement.
1.3: How Sedentary Lifestyle affects our body?
- Sedentary habits increase the risk of obesity, diabetes, heart
disease, depression, and anxiety.
1.4: What activity should we do to avoid this?
- To reduce obesity, we should invest in regular physical activities,
healthy eating endeavors, and of course, reduced sedentary activities.

SOMEWHAT ACTIVE,
ACTIVE, and
HIGHLY ACTIVE
2.1: What is Somewhat Active?
- refers to a category of physical activity where an individual takes
between 7,500 to 9,999 steps per day.
2.2: What is Active?
- refers to a physical activity level where a person takes 10,000 to
12,499 steps per day.1. Improved Cardiovascular Health - Regular
walking, jogging, or taking
2.3: What is Highly Active? "Four Types of Physical Activity"
- refers to a physical activity level where a person takes more than 1. Endurance
12,500 steps per day.
- Refers to an individual’s ability to sustain prolonged physical activity
2.4: What benefits that these activities could provide to our without getting tired or fatigued.
bodies? Examples: Jogging, Dancing, Swimming, Biking, Climbing
Stairs/Hills, Playing Tennis/Basketball.
1. Improved Cardiovascular Health - Regular walking, jogging, or
taking the stairs strengthens your heart and improves circulation. 2. Strength
2.Weight Management and Muscle Strength - Walking or jogging - The maximum force of a muscle or group of muscle which can apply
regularly burns calories, helping to maintain a healthy weight or against a resistance in a push, pull or lift motion.
support weight loss.
Examples: Weight-lifting, Carrying Groceries, Gripping, Arm
Curls, Wall Push-ups, and Lifting Body Weight.
PHYSICAL ACTIVITY PYRAMID 3. Balance
- The ability to control your body's position, to stay upright, steady and
in control of your posture while undertaking a movement activity.
Examples: Yoga, Pilates, Balance Beam, Ballet, Skating, and
Single-leg Exercises.
4. Flexibility - is having the full range of motion of the joints, or the
ability to move the joints freely.
Examples: Yoga, Dancing, Martial Arts, Gymnastics,
Swimming, Cheerleading, and Pilates.
What is Cardiorespiratory Endurance?
- Cardiorespiratory endurance (aerobic fitness) is the ability to perform
large-muscle, whole-body exercise at moderate to high intensities for
extended periods of time.

3.1: What is Physical Activity? Examples: Swimming, Riding a Bike, Dancing, Jogging, and
Walking.
The World Health Organization (WHO) defines physical activity (PA)
as any bodily movement produced by skeletal muscles that requires Cardiorespiratory endurance benefits:
energy expenditure. Physical activity refers to all movement including
-Improved Endurance.
during leisure time, for transport to get to and from places, or as part
of a person’s work.
-Reducing risk of many diseases, such as heart and blood vessel 3. Mental Health Impact - Physical inactivity can contribute to
conditions. depression, anxiety, and poor sleep quality.
-Strengthening heart and lungs. 4. Reduced Energy Levels
-Helps to complete everyday tasks (like carrying a full laundry basket - Ironically, being inactive can make you feel more tired and sluggish,
or climbing stairs) with less effort. creating a vicious cycle.
STRENGTH AND FLEXIBILITY EXERCISES 5. Impaired Cognitive Function
1. Strength Exercise - Research shows that regular physical activity improves brain health,
cognitive function, and including memory and attention.
- A system of physical conditioning in which muscles are exercised by
being worke against an opposing force (as by lifting weights) to
increase strength.
What effect it may contain if we are
Examples: Lifting-weights, Push-ups, Squats, Climbing Stairs, and
physically inactive, in terms of:
Dancing.
1. Cardiovascular Health
Benefit: Helps to maintain the ability to perform everyday tasks and
slow down the rate of bone and muscle loss associated with aging. 2. Metabolic Health
2. Flexibility Exercise 3. Musculoskeletal Health
- Activities that improve the ability to stretch your muscles, joints and 4. Mental Health
tissues that can help your body move and bend easier through a full
range of motion.
Examples: Yoga, Stretching, and Pilates. THREE PHASES OF EXERCISE PROGRAM

Benefits: 1. Warm–up

- Improve posture, reduce aches/pains, and lower the risk of injury. - This prepares the body especially the heart and circulatory system
for physical activity or exercise. Stretching exercises in this phase is
- Increase muscles' blood flow, and allow the muscles to work highly recommended to reduce risk of possible injuries. Warming up is
effectively. a preparation for physical exertion or a performance by exercising or
practicing gently before a performance or practice.
Why should we minimize our inactivity? 2. Work-out or Conditioning Phase
- A sedentary lifestyle leads to muscle atrophy, decreased bone - refers to the key component of a fitness program or your chosen
density, and a decline in cardiovascular health. physical activity (e.g. resistance training, aerobic dancing, swimming,
bicycling). This phase should follow the principle of training or the
2. Increased Risk of Chronic Diseases - Inactivity is a major risk
MFIT Formula with regards to mode, frequency, intensity, and time of
factor for heart disease, stroke, type 2 diabetes, certain types of
physical activity.
cancer, and obesity
3. Cool-down THE FITT FORMULA
- (also known as limbering down or warming down) is the transition 1. Frequency (how often)
from intense physical activity to a more typical activity level, such as
- Pertains to the number days of a person engaging in a physical
slow jog, walk, or rehydrating after practice. This promotes an
activity or exercise program in a week.
effective and gradual recovery from physical activity. If exercise is
stopped abruptly, this may result to post exercise hypotension (low - It must be performed in a regular basis to be effective.
blood pressure) and possible dizziness.
2. Intensity (how hard)
- Refers to the required exertion of intense physical activity to be
THE SIX (6) IMPORTANT PRINCIPLE OF EXERCISE TO MAINTAIN performed or worked against a load greater than normal (overload).
GOOD HEALTH AND WELLNESS
3. Time/Duration (how long)
1. Overload Principle
- This is the length of time the activity session is performed.
- Most basic of all physical activity principle that indicates doing “more
than normal”. 4. Type (mode)

2. Principle of Progression - Refers to the type of physical activity you perform.

- Refers to the increasing of intensity of our exercise.

3. Principle of Specificity HOW TO DETERMINE CARDIORESPIRATORY TRAINING ZONE?

- Training must be specific to the individual and their goals. 1. Determining the Maximal Heart Rate (MHR)

4. Principle of Reversibility - The maximum heart rate is the upper limit of what your heart and
blood vessel system, called the cardiovascular system, can handle
- “Use it or Lose it” A basic principle of training that refers to the during physical activity. If you're healthy, you can figure out your
gradual loss of beneficial training. approximate maximum heart rate by multiplying your age by 0.7 and
subtracting the total from 207.
5. Principle of Rest and Recovery
2. Resting Heart Rate (RHR)
- Pertains to the amount of rest needed to allow the body to adapt
and recover from the exercise. - Find your pulse inside your wrist (on the thumb side is a good place)
then count the number of beats in 30 seconds then multiply it by 2.
6. Principle of Individuality
That number is your Resting Heart Rate.
- The individual response to the adaptation to physical activity is
- The normal RHR for Ages 16 - 18+ year old is 60 to 100 BPM.
highly diverse.

3. Heart Rate Reserve (HRR)

- What is heart rate reserve? Heart rate reserve is the difference
between your maximum (peak) heart rate and your resting heart rate.
Your maximum heart rate is the number of beats per minute your
heart can reach during exercise. Your resting heart rate is the number
of beats per minute when you're not exercising.
4. Training Intensities (T.I)
- This refers to how hard our body is working during physical activity.
Our health and fitness goals, as well as our current level of fitness and
this also determines our ideal exercise intensity.
To get it, just multiply the Heart Rate Reserve (HRR) by the 30%,
40%, 50%, 60%, 70% 80% and 90%, and add the Resting Heart Rate
(RHR).
The Self in Western and Eastern Thoughts Confucianism is what some scholars call a "subdued self" wherein
personal needs are repressed (subdued) for the good of many.

The geographical location may have a huge impact on the

people who are trying to understand the perception of one's "self". For Taoism
example, there's a huge difference between Western-vs-Eastern
It is living in the way of the Tao or the universe. Taoism rejects the
dichotomy because of its origination and its distinct difference in
idea of having one definition of what the Tao is. Taoism rejects the
culture. Eastern represents Asia while Western represents Europe
strictness brought by Confucianism and would prefer a simple lifestyle
and North America.
and its teachings thus aim to describe how to attain that life (Ho
Meanwhile, countries who are closer to each other may share 1995).
commonalities. In the Philippines alone, each region may have a
The self is not just an extension of the family or the community; it is
similar or varying perception of the self.Analysis
part of the universe, one of the forms and manifestations of the Tao
1. Do you agree with the differentiation between the West and the (Ho 1995). The ideal self is selflessness but this is not forgetting about
East? What made the Philippines distinction stand out from the the self, it is living a balanced-life with society and nature. In simple
others? term, Taoism holds that humans and animals should live a
harmonious life together in Tao or the universe
2. What are the factors that make the Philippines similar or different
from its Asian neighbors? Is there also a difference between regions
or ethnolinguistic groups in the Philippines?ABSTRACTION
Buddhism
There are actually a lot of sources on how we can perceive the
The core concept of Buddhism is the self is seen as an illusion, born
concept of "self".
out of ignorance, of trying to hold and control things, or human-
Each culture and country have their own views of "self" that can be centered needs; thus, the self is also the source of all these sufferings
seen to their literature, on how they view heroes or villain. Another is (Ho 1995). It is believed that our quest is to forget about self, and
the clues on their artwork, dances, and even clothing that may provide remove the attachment you have with the world and to renounce the
a guide hint on how they perceive the concept of "self". self which is the cause of all suffering and in doing so, attain the state
of Nirvana (Ho 1995).
Confucianism
ABSTRACTION
More of a code of ethical conduct. Having a good moral character,
which can affect the world around a person through the idea of cosmic The Asian or Eastern philosophies does not focus on the perception of
harmony; thus, it is also focused on having a harmonious social life how the "self" or individual should work even with extended
(Ho 1995). It is also interwoven to the identity and status of the discussions. Confucianism and Taoism is somehow similar in a sense
community or culture by sharing each pride and as well as failures that it is striving to become a better person, one does not create a self
(Ho 1995). above other people or nature but a self that is beneficial
Self-cultivation is seen as the ultimate purpose of life but the to his community as well as in order and harmony with everything
characteristics of a (chun-zu), a man of virtue of noble character is still else. As for Buddhism, the self, with all its connections and selfish
embedded in his social relationships (Ho 1995). The cultivated self in
ideas, is taken not just out of the center of the picture, but from the one can say that they also promote ideals that create "fair"
whole picture entirely. competition and protect the individual. Asians, with their collectivistic
culture, put more emphasis on hierarchy as the culture wants to keep
The previous discussion emphasizes that the Western perspective
things in harmony and order (Qingxue 2003).
does not really include the environment and society in the formation of
the self. They focus towards the self. For example, you compare For example, Westerners would most likely call their bosses, parents,
yourself in order to be better; you put primacy in developing yourself or other seniors by their first name. For Asians, we have respectful
and create association for your self-esteem.One can also describe terms for our seniors and a lot of workers would not dare go against
that the Western thought looks at the world in dualities wherein you the high-ranking officials (Qingxue 2003).It must be emphasized,
are distinct from the other person, the creator is separate from the however, that these are general commonalities among Western
object he created, in which the self is distinguished and acknowledged cultures as compared to Asian or Oriental cultures. In the case of the
(Wolter 2012). On the other hand, the Eastern perspective sees the Philippines, we can also consider the colonization experience for
other person as part of yourself as well as the things you may create, differences and similarities with our Asian neighbors. We might also
a drama in which everyone is interconnected with their specific roles find variation among provinces and regions due to geographical
(Wolter 2012). conditions.
Several studies showed that the Americans talk more about their With the social media, migration, and intermarriages, variety between
personal attributes when describing themselves while Asians in the Western and Asian perceptions may either be blurred or
general talk about their social roles or the social situations that highlighted. Whereas conflict is inevitable in diversity, peace is also
invoked certain traits that they deem positive for their selves possible through the understanding of where each of us is coming
(Gleitman, Gross, and Reisberg 2011). Evaluation of the self also from.
differs as Americans would highlight their personal achievements
while Asians would rather keep a low profile as promoting the self can
be seen as boastfulness that disrupts social relationships (Gleitman,
Gross, and Reisberg 2011).The Western culture is what we would call
an individualistic culture since their focus is on the person. Asian
culture, on the other hand, is called a collectivistic culture as the group
and social relations that is given more importance than individual
needs and wants.
By valuing the individual, Westernians may not or does not really
prioritize associating or even loyalty to their groups. Competition is the
name of the game and it greatly affected their decision-making and
their communication as they are straight-forward. Meanwhile, Eastern
or Oriental people values welfare to their group and cooperation. They
would also be more compromising and they tend to go around the
bush in explaining things, hoping that the other person would "feel"
what they really want to say (Qingxue 2003).Westerners are more on
the value of equality even if they see that the individual can rise above
everything else. Because everyone is on their own in the competition,