MARKETING OF TURKISH OLIVE OIL TO THE UK
MBA, INTERNATIONAL MARKETING
SUBMITTED TO DR. MIKE KEARSLEY BY MELEK ISLEK 11.04.2011
TABLE OF CONTENTS Page ABSTRACT 3 1. INTERNATIONAL MARKETING OF TURKISH OLIVE OIL 4 1.1 Introduction....................................................................................................4 1.2. General information and literature review 4 1.2.1 Olive Oil 4 1.2.1.1 A Mysthical History.................................................................................4 1.2.1.2 Types of Olive
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Greek mythology describes how Zeus promised to give Attica to the god or goddess who offered the most useful invention (http://www.teatronaturale.com/article/2046.html). Figure 1: Greek goddess Athena holding an olive branch
It was Athena, Goddess of wisdom and peace, who won the contest with her gift of the olive tree and its soothing, nourishing oil. Athena became the goddess of Athens and her olive tree was said to be planted on the rock of the Acropolis. (http://kaufmann-mercantile.com/images/athena) 1.2.1.2 Types of Olive Oil Olive oil is one of the most important products of the Mediterranean diet and a very important element of the Turkish culture. For centuries it is used in various products such as soap and cosmetics (Giakoumaki et al., 1999) and for the storage of food products such as vegetables and fish. In the ancient years it was used in medicine. In Olympic Games, people placed on the heads of the winners leaves of olive tree, because they had a great respect for “Kotinos*”.(Papaioannou, 1978). The types of olive oil can be classified according to their acidity and obtaining techniques as decribed below: Extra Virgin Olive Oil: Virgin olive oil with an absolutely impeccable taste and aroma; fruity; the acidity, expressed in oleic acid, may not exceed 1%.
The Large Kneeling Statue of Hatshepsut displays the progression of art throughout the decades. The Kneeling Statue of Hatshepsut shows continuity through its religious influence, its depiction of royalty, and its connection between nature and human life. Hatshepsut was the fifth pharaoh of the eighteenth dynasty of Egypt, but was the second confirmed female pharaoh. As pharaoh, Hatshepsut embraced new building ventures, especially in the range around Thebes. Her most prominent accomplishment was the huge commemoration sanctuary at Deir el-Bahri, considered one of the compositional miracles of Ancient Egypt. Another incredible accomplishment of her rule was a trading endeavor she approved that brought back immense riches, including ivory, coal
The city of Athens viewed the goddess Athena as their patron and protector. There were multiple instances in the city’s mythology where they believed that due to their dedication she successfully protected their territory and helped them to remain successful and prosperous. The entire city of Athens is dedicated to Athena. One of the main ways that they honored her was through elaborate temples or other forms of architecture. Athena was the goddess of several different things but architecture and mathematics were some aspects of her that could explain the way that they chose to honor her and why Athens was a center for progress in technology.
The ancient Greeks thought the gods affected everything. They believed that Mount Olympus was where the gods lived, earthquakes were a message from the gods, and their first olive tree was a gift from Athena. Mount Olympus was assumed to be home to the gods because the mountain rises 9,570 feet in the air. The entrance to Olympus was a “...great gate of clouds, kept by the Seasons.” (Document 2) Another important geographic feature the Greeks made into a religious belief was the landscape and environment. Greece is “...smack-dab in the middle of a very active volcanic zone,” (Document 3) so the Greeks formed a religion called oracles, and the belief was “Oracles are the gods speaking to people, often in the form of minor earthquakes,” (Document
One positive effect that the geography has on Greece it that they can grow olives easily. The land conditions that are favorable for growing olives are hot and dry climates, which Greece has so it is a great spot to grow them in. In document 4 it says that, “the Greeks believed that the god Athena gave them the first olive tree as a gift and they thought it was so priceless they named their city after Athena.” Olives and olive oil became one of the most valuable items that Greece had and traded. Greeks
The first settlers came to Apex NC in the 1860s. Not too long after settlement, the town was incorporated in 1873. Most of the history of Apex is derived from the railroad system that went through the community. Even the town’s name can be traced by to the system. As the highest point along the railroad between Richmond, Virginia to Jacksonville, Florida, the town was named Apex.
This document represents The i-Fusions Consultant’s Report on BRITA. The company’s current business situation is analysed and various options for action considered. The report aims to identify a clear marketing strategy for Brita in order to address the current issues facing the company the associated falling sales.
As a resident on Mount Olympus, Athena rightfully represents both intelligence and strategy (Grant, Hazel 83). Symbols that identify with the goddess include the owl for wisdom and the olive
In ancient Greece, around 500 B.C.E, the culture was revolving around gods and goddesses. The lifestyles and actions of the people of Greece had an interdependence with the common belief of Hellenism. By understanding that many Greeks looked to their gods and goddesses in most aspects of their life, we can better understand how Greek culture worked as a whole. This can be seen specifically in Athens Greece. In Athens they looked to the Goddess Athena in particular because she was their patron Goddess. During this time a sculptor, named Phidias, sculpted a grand statue called the Athena Parthenos. The Athena Parthenos was viewed as an actual incarnation of the Goddess Athena, and symbolize victory in wars that ultimately create peace and harmony.
The Temple of Athena Nike exemplifies the early Greek belief that the gods, specifically Athena, held divine providence over government and victory in war. It was built as part of the same project as the Parthenon, one of the greatest achievements of Mycenaean Greece. Lasting from 1300-1000 B.C.E, Mycenaean Greece bordered Epirus, Macedonia, Phrace, Phryapa, Mysia, Caria, and Lydia. Encompassing this time span, Ancient Greece lasted from 8000 to 50 B.C.E. The achievements of Athens in this time include the Pythagorean Theorem and the Socratic dialogues. The epic Trojan War was said to have occurred in Mycenaean times as well. So were the Ionic Greeks who built this ancient temple. (Ancient-Greece.org)(about ancient history.com)
First, Greek architecture was mainly created to give respect to Gods and create worship areas for the Gods. Representing and respecting Greek Gods appropriately was considered important to the Greek people during this time. A very early Greek architectural example of showing respect towards the Gods, was when trees were used as the first temples as a place of worship. As expressed by Pliny, “The Trees formed the first temples of the Gods.” (Pliny). Trees held a valuable position to the Greeks because they were classified as sacred and even representational to certain Gods. The Greeks believed that trees had relation to certain Gods. For example, The God Zeus’s sacred tree was the oak tree, while, the olive tree was the Goddess Athena’s sacred tree. The olive tree was the first temple for Athena, which was
The God and Goddess are both in war over a city-state. So they both need to give the Greek people the best or most useful gift. Poseidon says he’s giving them tsunamis and the Trojan horse, which isn’t really a big help but mainly destruction, will be caused. On the other hand, Athena is providing the olive tree. The olive tree will give the Greek people olive for food, wood to build boats and houses, also olive oil for their lamps. Tsunami after tsunami, Poseidon is really destroying the city everyone. So the winner has to be Athena, and the new city-state will be calling themselves the “Athens” now, which is after their new patron Athena.
referred to this as her sacred bird ( Hamilton 29 ). Athena created the olive tree and
will supply you with what you need to live on earth. This myth helped the people of Greek learn
“Drunk driving is a significant problem in the United States, costing thousands of lives and billions of dollars each year”(Preventing). Drunk driving is not just a huge problem in the United states, the whole world suffers from it. Some people do not see the real cost of drunk driving. When the driver is drunk, families have experienced losing a loved one, whether he or she was part of the problem or not. The driver that consumes a significant amount of alcohol cannot control him or herself, weaving in between lanes or running down innocent people on sidewalks or simply getting into a car accident. The world overlooks the effects of drunk driving, but it is a common problem that kills thousands every year.
They thought that olive trees were linked to Zeus and high quality olive oil was valued by the powerful and wealthy. In the ancient Olympics, winners were given an olive wreath as a prize for winning. In the Olympics held in Athens in 2004, winners received an olive wreath like the winners in the ancient Olympics (The New York Times “Uneasy Lie The Heads Wearing The Wreaths”). The modern Greeks tried to link both the ancient and modern Olympics by honoring the tradition of the olive tree being associated with success and prosperity. The ancient Greeks cured their olives in various ways like dry curing the olives with salt (Greek Islands “Use Of Olive Oil”). This technique is still used today by cooks and artisans and has lasted and been very useful for centuries. The consumption of olive and olive products between ancient and modern times has not gone down but instead is more widely available and is in more demand. Modern Greek people consume over twenty-six liters of olive oil annually (Olive Oil Times “Greek olive Oil: A Gift from The Gods”).