Friday, May 31, 2019

Problem With The Media Essay -- essays research papers

Problems with the MediaThere has been an ongoing dispute concerning the medias perception of how people are supposed to look. It seems that all(prenominal) year, the expectations of looking thin becomes harder and harder to meet. I know this from a personal experience of my own. A few years ago, I would look in magazines and see girls have on size one or size two clothes. By look at this at least once every month, I started to feel that I was inadequate and I had to loose weight. Unfortunately, I took my dieting to far and over used diet pills. Because of my abuse to the pills, I almost became addicted and thats when I cognize how distorted the medias idea of looking good was. Fortunately there are numerous amounts of people that agree with me. This would include a woman writer, Susan Bordo, who wrote about the medias ideas of world thin, and how she thinks that they are wrong     In the essay "Never Just Pictures" by Susan Bordo, she discusses the el ectric outlet of the medias promotion of being skinny and what affects this has brought. The media claims that the phobia of being fat is a disease that you are born with, but that is not always the case. Bordo, like many other people, believe that the media is mostly to blame. Bordo brings up a few arguments, much(prenominal) as Freuds opposing thoughts along with the ads cutting back the use of make-up, but never goes into Yarbrough 2great detail with the opposing side. Throughout the essay, Bordo uses many examples, along with pictures, to help prove her point. By using her emotions, evidence, and experience as a writer on similar subjects, she reaches her audience and gives and effective and convincing argument.     Bordo proves her creditability throughout the paper. She demonstrates that she is an understanding woman with a grasp on current events. She mentions articles from highly renowned newspapers, such as The New York Times and The New Yorker, along with referring to newscasters comments from the 1996 Olympic games. She overly justifies the writing by mentioning her pervious work in the 1993s Unbearable Weight, where she discusses similar issues. The book, published by the University Press, shows that she had obvious academic knowledge and support.     Bordos targets an audience of younger to old women by using termi... ... though it might not seem completely fair, Bordo saves the medias responses and mentions them at the end. The reason why she does this is not only keep the reader provoke but not going back and forth on the issue, but also build up the audiences agreement with her. This way she can get more response from her reader up against the press. When Bordo does mention the opposing side, anything that the media says and/or does just isnt good enough because they are causing people to get sick and sometimes die. This would force the audience to agree with her more, which is what she wants.      Bordo does a great job with getting in touch with the reader. This article, however, is not very effective unless the reader cares about the issue before they pick it up and read it. She does a good job of arguing with the opposing sides, so if someone reads the article and their beliefs are against her beliefs there is a possibility that they would change their minds. The reason for the possible change of heart from her lists of examples, her reasoning with it being backed up by media proof, and how much feeling she puts into the essay     

Thursday, May 30, 2019

Henrys Speeches in William Shakespeares Henry V -- Papers Henry V 5

total heats Speeches in William Shakespeares Henry V I will be composing about how Henry V wins the hearts of his men. Using, five main oral communicati adepts that Henry V makes. I think that Henry won the hearts of his men by persuasion. Beforehand, I would like to apologize because I may talk about what Henry says but I truly know this is what Shakespeare wrote. In the first speech the Dauphin presented Henry V with a set of tennis b eithers as a joke and insult. He was suggesting that Henry was a child and not fit for world a king. I expected Henry V to be angry and yell with frustration but I noticed a sudden calm down before Henry started his speech it seemed as though he was collecting his thoughts and thinking how to answer Dauphins so called, joke. Henry used that time exceptionally wisely, he starts off with alliteration (which he also uses in Speeches 3, 4 and 5), Pleasant/ Present/ Pains. These words may belong calm and polite, but all these words need to be said with clenched teeth. I found the line 290, Act One Scene 2, interesting where Henry says, dazzle all the eyes of France, Yea strike the Dauphin blind to look us, Henry compares himself to the sun so bright and successful that the Dauphin would not be able to look up to him, making the Dauphin feel inferior. Henry here plays splendidly with words as we can see throughout the play, Turn his balls to gunstones, Henry changes something as harmless and uncomplicated as tennis balls into weapons of destruction. Henry is often religious and spiritual in his speeches. Here he says, and soul shall stand sore he attacks the Dauphin n... ...e me thinks, me/ fear, fellowship, once again to give a rhythm to his speech and it makes one think about the words said. Henry names the day, Feast of Crispins Day, to me that sounded more of emotional blackmailing than encouragement. Henry says tha t if they win this battle they would be as common as, household words. Shakespeare utilizes the technique of use of three, We few, we happy few, we band of brothers, making it easier for his soldiers to trust him, making him sound more trustworthy. He uses emotional blackmail again as well, Shall be my brothers. I admired how different each speech is. I found it animate how Shakespeare can make Henry sound so trustworthy, sensitive and compassionate and two minutes later he can change the way one seems Henry just by the words he says.

Wednesday, May 29, 2019

Space Appeal :: Science Planets NASA Papers

Space Appeal Public relations activities have been and always will be an integral tell of crew activities. While these activities absorb resources, the most meaning(a) of which is time, they also bring public and political keep going to the program and provide some of the return on investment of the program. NASA, The Mars Reference Mission, Pg. 25Since the day of NASAs greatest triumph on July 20, 1969, there has been a sense among many American mickle and politicians that the once-unimaginable goal of conquering space has been effectuateed, and that much of what NASA has done since are simply unnecessary frills of the federal budget. In order to attempt to justify its own existence, NASA has tangle the need to engage in projects that can thrill the public and thus keep people interested in space exploration. In doing so, a significant portion of their budget, which has been cut over the years, is spent on public relations, decreasing the budget for actual space-related activities. By using its resources to bring public and political support to the program1, NASA has been looking at the problem backwards. By operating more efficiently and spending less on making their projects sexy they could actually accomplish their goals, which would implicitly grab the publics attention. It is time for NASA to move into a new era, where the goal is to pick those projects that will actually succeed instead of those that sensationalize space, those that stir to the scientist instead of the average American.One goal that NASA has been working toward for years is that of sending a manned mission to Mars. While there is no official conception to send a man to Mars, there is wide support for it at NASA and it clearly would be attempted when/if possible. Sending a human to another orbiter would be an impressive step for the recently maligned space1 Koff, Stephen. NASAs new chief will ask why a lot. The Plain Dealer. January 10, 2002. field of study Pg. A2. Lexis-N exis Universe. Online. Nexis. April 28, 2002. program, and would likely bring back a large public interest in the cosmos not seen since the heyday of space in the 1950s and 60s. However, NASA exists neither to entertain the American people nor to promote interest in outer space. According to Sean OKeefe, NASAs newly-minted Chief Administrator, it exists to advance the development of science and applied science2.

The Importance of Blake in Today’s World :: Biography Biographies Essays

The Importance of Blake in Todays World William Blake, who lived in the latter half of the eighteenth century and the early part of the nineteenth, was a profoundly stirring poet who was, in large part, responsible for bringing nearly the romantic movement in poetry was able to achieve remarkable results with the simplest mean and was one of several poets of the time who restored rich musicality to the language (Appelbaum v). His research and introspection into the human mind and soul has resulted in his being called the Columbus of the psyche, and because no language existed at the time to describe what he discovered on his voyages, he created his own mythology to describe what he found there (Damon ix). He was an accomplished poet, painter, and engraver. Blake scholars disagree on whether or not Blake was a mystic. In the Norton Anthology, he is draw as an acknowledged mystic, who saw visions from the age of four (Mack 783). Frye, however, who seems to be one of the most in fluential Blake scholars, disagrees, saying that Blake was a visionary rather than a mystic. Mysticism . . . means a certain kind of religious techniques difficult to reconcile with anyones poetry, says Frye (Frye 8). He next says that visionary is a word that Blake uses, and uses constantly and cites the example of Plotinus, the mystic, who experienced a direct apprehension of God four times in his life, and then only with great effort and relentless discipline. He finally cites Blakes poem I rose up at the dawn of day, in which Blake states, I am in Gods presence night & day, And he never turns his face away (Frye 9). excessively all of these achievements, Blake was a social critic of his own time and considered himself a prophet of times to come. Frye says that all his poetry was written as though it were about to have the immediate social impact of a new play (Frye 4). His social criticism is not only representative of his own country and era, only strikes profound chords i n our own time as well. As Appelbaum said in the introduction to his anthology English Romantic Poetry, Blake was not seriousy rediscovered and rehabilitated until a full century after his death (Appelbaum v). For Blake was not truly appreciated during his life, except by small cliques of individuals, and was not well-known during the rest of the nineteenth century (Appelbaum v).

Tuesday, May 28, 2019

Physics of Pool :: physics sport pool billiards

Physics is the science that allows us to understand the fundamental behaviors of the universe. It back tooth beexplored at the visible and microscopic levels, giving insight into the way objects interact. Here we will take a look at how physics can be applied to the naughty of pool. Almost all of the differentaspects of pool can be explained through physics, and a better understanding of these fundementalprinciples can aid in performance compete pool. In the game of pool there are sixteen balls, one cueball and fifteen physically identical numbered balls.While there are many interactions among all the balls on the table, in order to simplify things we willonly look at the interactions in the midst of the cue ball and the first ball it strikes. These principles can beexpanded to evaluate the entire system of balls on the pool table.In order to evaluate the physics of pool, first the measurable values of the system must be collected. Parameter Symbol Va lueCue ball mass m1 1.6x10-1 kgCue ball radius r1 2.79x10-2mBall mass m2-m16 1.7x10-1 kgBall radii r2-r16 2.86x10-2 mCoefficient of friction k 0.027Knowing these values the Motion, Work, and Energy can all be derived.The motion of the balls can be catagorized into two worldwide catagories which are collisions and spin orrotation. Here the focus will be on collisions between the balls. The spin can have asignificant pith on the motion of the ball, but due to time constraints and complexity of the science ofit it will not be addressed to much detail. An elastic collision between two objects is one in which the total kinetic energy (as well as total momentum) of the system is the same before and after the collision. (Physics for Scientists and Engineers) In a collision between the cue ball and another ball, since the masses are so similar the resulting anglebetween the vectors of the balls is approximately ninety degrees .

Physics of Pool :: physics sport pool billiards

Physics is the science that allows us to understand the fundamental behaviors of the universe. It net beexplored at the macroscopic and microscopic levels, giving insight into the way objects interact. present we will take a look at how physics can be applied to the game of pool. Almost all of the differentaspects of pool can be explained through physics, and a better understanding of these fundementalprinciples can aid in performance playing pool. In the game of pool there ar sixteen balls, one cueball and fifteen physically identical numbered balls.While there are many interactions between all the balls on the table, in order to modify things we willonly look at the interactions between the cue ball and the first ball it strikes. These principles can beexpanded to evaluate the entire arranging of balls on the pool table.In order to evaluate the physics of pool, first the measurable values of the system must be collected. Parameter Symbol harborCue ba ll mass m1 1.6x10-1 kgCue ball radius r1 2.79x10-2mBall mass m2-m16 1.7x10-1 kgBall radii r2-r16 2.86x10-2 mCoefficient of friction k 0.027 astute these values the Motion, Work, and Energy can all be derived.The motion of the balls can be catagorized into two general catagories which are collisions and spin orrotation. Here the emphasis will be on collisions between the balls. The spin can have asignificant effect on the motion of the ball, but due to duration constraints and complexity of the science ofit it will not be addressed to much detail. An elastic collision between two objects is one in which the total energising energy (as well as total momentum) of the system is the same before and after the collision. (Physics for Scientists and Engineers) In a collision between the cue ball and some other ball, since the masses are so similar the resulting anglebetween the vectors of the balls is approximately ninety d egrees.

Monday, May 27, 2019

The Day That Wal-Mart Dropped the Smiley Face

subject atomic number 18a I The Day That Wal-Mart Dropped the Smiley Face Retail giant wal-mart annually spends close to a half cardinal dollars on advertising, so the partys decision in the first month of 2005 to run full-page ads in more than than 100 newspapers was not really surprising. What was surprising was the copy in those ads, which said nothing about low-priced toasters or new music CDs. Instead, the ads featured a photo of workers in their blue-blooded Wal-Mart smocks and a letter from Wal-Mart CEO Lee Scott.Scotts letter was blunt and to the point When special interest groups and critics spread misinformation about Wal-Mart, the public deserves to hear the truth. Every adept is empower to their own opinions about our compevery, but they argon not entitled to bump off up their facts. Not the sort of message valet de chambrey would expect from a company whose television ads often feature a yellow smiley-face flying around a Wal-Mart store lowering prices. b arl y it is a clear sign that Wal-Mart believes it send a like a shotion no longer afford to ignore several societal trends that threaten the companys success and profitability.Wal-Mart is the largest and most successful retailer in the world. It employs more hatful than any other private company in the United States ( close 1. 2 unrivalled million million) and has world-wide sales of over a quarter trillion dollars, more than iv cadences that of its ne arest enemy. The foundation of this impressive record is the companys ability to keep it promise of node-friendly service and low prices. But with success induces upkeep and not all of it good. Several lawsuits claim Wal-Mart shorts overtime pay and one lawsuit claimed female employees face discrimination in pay and promotions.Wal-Marts expansion plans keep up also run into trouble, as some cities and states, citing concerns ranging from low final payment, inadequate benefits, environmental damage, and harm to local economie s, pull in passed laws to make it difficult or impossible for Wal-Mart to build its giant superstores. In response to past criticisms of its diversity policies, Wal-Mart created company-wide postings of promotional opportunities, created a new position for a director of diversity, and slashed the bonuses of managers who betray to achieve diversity hiring targets.Scott himself stands to lose $600,000 from his annual bonus if Wal-Mart does not meet diversity goals. Recent years have also seen the CEO spend more time meeting with investors, community groups and the media. But in recent years Wal-Mart has begun to use advertising as a way of wooing criticisms that the company is not a good employer. At first, lots of this advertising was soft-sell emphasizing happy Wal-Mart employees. The new causal authorization is clearly more direct The copy seeks to address misperceptions about employee wages and benefits, noting that full-time company employees are paid an average of $ 9. 8 substantially higher than what is required by federal law (%5. 15). The copy also notes that a majority of Wal-Mart employees said benefits were important to them when they chose to take a job at the retailer. Complementing the ads is a PR oppose in select cities victimization employees and press conferences. In Tampa, Florida, for example, employee Michael Martin told reporters, Im making more afterwards working 4 years at Wal-Mart than I did after nine years at Winn-Dixie. Martin, a department manager, remark, I left Winn-Dixie because I couldnt get a promotion.Here I got one after six months. why is the company using a new approach? For too long, others have had free rein to say things about our company that tho are not true, said lee side Scott, president and chief executive office. Our associates Wal-Mart speak for employees are tired of it and weve decided to draw our own line in the sand. It is too soon to know if the discharge go out succeed, although some are already skeptical. According to retail commercializeing consultant Jordan Zimmerman, aggressive mage campaigns the likes of Wal-Marts are rare and costly.And ads that directly address the companys critics will not likely replace the companys regular advertising (including the smiley face), which is not scheduled to change any time soon. But the new ads do constitute a small change in the nature of the dialogue Wal-Mart has with consumers and society. Only tie will tell if they serve Wal-Mart to stay on top. Questions 1. What is Wal-Mart doing with its latest campaign? What are the difficulties involved in such an effort? 2. A recent Advertising Age article noted that Wal-mart customers are less likely to read newspapers and more likely to watch television than the population as a whole.Why, then did Wal-mart choose newspapers for its new campaign? 3. Analyze this Wal-Mart campaign and explain its habit referring to the discussion in this chapter of the roles and functions of adve rtising. What is its primary purpose? Do you think it will be effective at accomplishing that purpose? Case II toy dogota Goes after Tuners Young people with limited incomes often look for a great fill in on a new car. unitary way to save money is to forgo options and upgrades, like a sunroof or a CD player. But when Toyota introduced its funky Scion brand, it considered offering a recitation without something most people assume comes standard paint.Although they ultimately decided against the idea, at one point Toyotas plan was to sell the brand with just gray primer. Toyota wasnt really targeting people so cheap they wouldnt spend money on paint. Just the opposite the car company was going after a group with money to burn, called tuners. Tuners are young car buyers who live to customize hteir cars. The trend really began among young Asian Americans, who typically bough t tawdry Asian import cars and then spent thousands of dollars customizing them. The hobby has spread to o ther young people, so that to twenty-four hours Asian Americans are a minority of tuners.But Japanese brands remain the cars of choice among those dedicated to creating a work of art on wheels. Explaining the idea of a no paint option, Jim Farley, Scion general manager, says, As much as possible, we want to give them tuners a black canvas. What does a tuner do with his car? He (or she women make up almost 20 part of the tuner subculture) might take a basic Honda, add a large and loud exhaust system, paint the intake manifolds, and add ride-lowering springs. Other customary add-ons are technologies that increase vehicle speed, like turbochargers, superchargers, and nitrous kits.And there are some serious bucks involved. The Specialty Equipment Market Association estimates that auto after-market spending (spending on car accessories after the original car purchase) increased from $295 million in 1997 to 2. 3 $billion in 2002. The motivation? You build a car for yourself, says one day install on Acura RSX Type-S engine into his Honda Civic. The satisfaction is in making it your own and knowing that nix will ever have something thats the same. The measure of money tuners spend is reason enough to attract the attention of marketers.GM hoped to interest tuners in its Saturn Ion, Chevrolet Cavalier, and Pontiac Sunfire when it when it launched a Tuner Tour of 10 National tropic Rod Association races. GM allowed young car enthusiasts to play games and enter contests for prizes, as it in turn collected proposes and e-mail addresses. GMs focus on relationship marketing makes sense because tuners dont watch a lot of TV. Both Mitsubishi and Ford believe the best way to setting them is with product placements in movies (Mitsubishi bought air time in the popular for (2 Fast 2 Furious).But even companies selling products unrelated to cars are interested in the tuner lifestyle. Pepsi has hired tuners to customize some of its promotional vehicles. Which brings us f ull circle back to Scion, Toyotas goal is to make the new car an immediate hit with tuners. So rather than spend a great deal of money on network television, Toyota decided to patron a 22-minute movie On the D. L. The movie is a comical docudrama that tells the story of a pair of musicians move to obtain their first drivers licenses. The stars are musicians trying to obtain their first drivers licenses.The stars are musicians from youth-oriented bands Ahmir Questlove Thompson, from the Roots, and DJ King Britt, who played for the Digable Planets. The film premiered at the Tribeca film festival, after which segments were shared on peer-to-peer networks such as Kaazaa. Toyota hopes that enthusiasts will download the segments and share them with friends. Questions 1. Why are tuners so attractive to marketers, even after accounting for their spending power? 2. Evaluate Toyotas strategy of targeting tuners with the Scion campaign.What are the difficulties for a large company in marketi ng effectively to a youth-oriented subculture? What techniques do you think companies like Toyota are using to try to understand their market? 3. Explain how tuner campaigns, such as those by GM and Toyota, work. Analyze these campaigns using the Facets Model to identify the effects they are designed to achieve. How would you determine if these campaigns are effective? Case III Starbucks Makes TV Less Intrusive Starbucks coffee is now sold in grocery stores but how many people transact it?To get that message out, the well known coffee house chain needed to reach its customers nationwide with that message. Television commercials would be the obvious way to reach those people, but Starbucks management knew that their customers are not big fans of television commercials and resent the interruption of their favorite program. Thats why starbucks has been such an infrequent advertiser on TV. Its on-air promotional activities have been limited primarily to radio and its only previous use of TV had been support announcements on public TV. That was the problem facing Starcoms MediaVest group.The agency utilize a creative solution It recommended a partnership with the Bravo cable network. Bravo would run four Independent Film broadcast (IFC) movies on Friday nights for a month and Starbucks would buy all the commercial time surrounding the movie airings. The MediaVest team knew that Bravos IFC Friday night films would be a good way to reach the stakeholder audience because research had described that customer base as people who are up on the latest trends, like to attend live performances of the arts, are apt to see a movie during the weekend it opens, and generally are interested in cutting edge things.Mediavest calls this customer the attuned explorer. Even though Starbucks bought all the commercial time, the MediaVest team recommended letting the movies run uninterrupted. Starbucks advertising message was delivered in supporting Bravo promotions of the movies dur ing each week ahead(p) up to the Friday night telecast. About 40 seconds of each 60-second p redirect examination spot showed scenes from the movie and 20 seconds promoted Starbucks s the movie sponsor. Other promotional activities were also utilize in support of the campaign.One month in the beginning the movies aired, a $1 off coupon for a bag of Starbucks drinking chocolate was sent to 3 million targeted consumers around the country, along with a viewer guide introducing the Starbucks-sponsored independent movie festival. Starbucks billboards also come alonged during the movie month coinciding with the independent film industrys annual telecast, which aired on both Bravo and IC. The innovative Bravo partnership wound up not only increasing sales of Starbucks Coffee by 15 percent for the month the campaign ran, but also increased viewership on Bravo by 33 percent.These results led the campaign to be named a Media Plan of the year by Adweek magazine. Questions 1. What was the p roblem Starbucks wanted to overcome in order to effectively advertise that its coffee brand was available in supermarkets? 2. How did the partnership work? Is there anything you could recommend that would extend the reach of this campaign? Case IV Wpps Owner-a British Knight with Every (Marketing) Weapon at His Disposal To the uniformed, nothing about Martin Sorrell or his company, the WPP group, may be quite what it seems.Although he was awarded a knighthood, Sir Martin is anything but a reserved aristocrat. And while WPP is one of the four largest agency holding companies in the world, the initials actually stand for Wire & Plastic products, the British company Sorrell used to gobble up some of the worlds most famous advertising agencies. The roster of agencies now under the WPPs wing includes industry leaders Ogivly and Mother, Burson-Marsteller, Hill & knowlton, young & Rubicam, and J. Walter Thompson, to name just a few.Large conglomerates like WPP made frequent headlines in th e 1990s, a period of great consolidation in the advertising industry. Faced with harsh economic and traffic realities, individual advertising agencies chose to give up independent existence in order to become parts of large communication companies that offered clients all the tools for an integrated campaign, including advertising, direct marketing, public relations, and sales promotion. In the new millennium, dealing with one (or several) of the four large holding companies, WPP Group (England), Interpublic(U.S), Publicis Groups (France), and Omnicom (U. S), is the way the worlds biggest advertisers do business. darn each of the conglomerates is led by a charismatic and dynamic individual, none appears to have an edge on Sorrell, who was described in a recent chance article as confident, witty, and a tod arrogant, talking rapidly about the future of advertising and the challenges of keeping fractious clients and ad agencies happy. Fortune also noted that In an industry populated by shameless schmoozers, the 59-year-old Sorrell is in a league of his own. These characteristics have served Sorrell well, In 2004 he squared off against rival Publicis Groups and its CEO, Maurice Levy, in pursuit of one of the last great independent agencies, grizzly Advertising, New York. During the battle Advertising Age opined that Publicis had a big advantage because Levy and Grey chair Edward Meyer were friends and had spoken about merging in the past. In addition, both Grey and Publicis created ads for consumer giant procter & disclose, while WPP agency Ogilvy & Mather counted P&Gs competitor Unilever among its most important clients. It is customary for agencies not to work for competing accounts. ) A Unilever spokesperson, asked for his thoughts about the possibility of working with an agency that created ads for his most important rival, suggested that In the past, weve not seen it to be such a good idea. But nobody familiar with Martin Sorrell was surprised when at t he end of the day he convinced Grey to sign with WPP and persuaded Procter & Gamble to stay as well. Unlike many of his peers, Sorrell has never written a word of copy, nor has he ever penciled a print design or directed a broadcast commercial.Sorrells talents are organizational and strategic although he is an expert in the world of finance, Sir Martin cautions, I may be a bean counter, but Im not an accountant. To drive home the point he posed for WPPs annual report surrounded by lima and pinto beans. So how does Martin Sorrell continue to win in the high-stakes agency world? His vision, developed years before most of his rivals caught on, that twenty-first-century clients would want a complete calling card of marketing communication services, all of which work synergistically, is one important reason for his success.Tenacity, energy, focus, and a willingness to do whatever is needed to win are also traits that come to mind. All these are illustrated in the story of Sorrells driv e to land Korean giant Samsung when the company put its advertising up for review in the spring of 2004. Samsung spends almost $400 million each year supporting its brands, which is reason enough for agencies to salivate for the account. Sorrell believes that the company holds even greater appeal because of his account that advertising growth in the twenty-first century will come disproportionately from Asia. So Sorrell did whatever he could to attract Samsungs attention.Like any savvy agency head, he assigned his best people to generate creative ideas to pitch to Samsung executives. But unlike most agency heads, he didnt stop there. After discovering that a Samsung-financed museum was having a grand opening in Seoul, Sorrell jumped on a plane and ended up being the only agency person there. Samsung executives found themselves receiving emails from Sorrell at all time of the day and night. Peter Stringham, marketing director of HSBC, a company that Sorrell landed after several year s of trying, commented, Martin can be quite persistent. He was there from the first meeting to the last.Hed pitched to us a couple of times before and not gotten the account, but hed had his eye on it for years. Needless to say, in the fall of 2004, Samsung announced it was awarding its account to WPP. In the new millennium, British knights may not wear armor, carry a crest, or rescue damsels in distress. But Sir Martin Sorrell knows how to triumph in the competitive world of advertising agencies. Questions 1. Why do large clients like Samsung wish to work with giant holding companies like WPP instead of with smaller agencies? 2. What qualities help Sorrell to be successful?Why are these qualities so important for his companys success? 3. Explain how Martin Sorrell wins clients and builds positive agency-client relationships. How does he see the agencys role in marketing? Case V Boycott This A recent ad for a Nike hiking apparel used copy that was probably mean to be humorous. Th e copy suggested that Nikes shoe could help the use avoid turning into a drooling, misshapen non-extreme-trail-running husk of my former self, forced to roam the earth in a motorized wheelchair with my name embossed on one of those cute little license plates you get at carnivals. Marcie Roth, an advocacy director for the National Council on Independent Living, didnt find it funny. Nike is trying to be sensationalist, and theyre doing it on the backs of the disabled, thundered Roth, adding, We wont tolerate it. Nike apologized and immediately pulled the ad. But Roth announced that her group was interested in more than just an apology, because the disabled, in Roths words, had been dissed. Nike was asked to include disabled actors in its ads and hire a greater number of disabled workers.Otherwise, suggested Roth, Nike could expect a boycott. Boycotts are certainly one way for consumers to let advertisers know when theyve gone too far. While some advertisers, notably Benetton, deligh t in creating controversy, that vast majority try to avoid the outcast attention and possible loss of sales that a boycott might bring. Armed with this knowledge, consumers and interest groups regularly threaten boycotts and there are several web sites that track the dozens of product boycotts that re occurring at any given time. Recently the Web site Ethical Consumer listed boycott of Adidas (for allegedly using kangaroo spit out in the manufacture of some boots), Air France (for allegedly transporting primates), Bayer (for allegedly supporting policies favoring the use of genetically modified crops), and even entire nations (Israel, China, Morocco, and Turkey). Although Ethical Consumers rationales for supporting boycotts appear motivated by left-leaning or progressive concerns, conservative groups use them too.The American Family Association, based in Tupelo, Mississippi, has sent tens of thousands of e-mails threatening boycotts to advertisers Geico, Best Buy, founding Looke r, and Finish Line. The AFA is not upset with the ads placed by these companies, but rather with the program in which the ads appear South Park. The AFA claims its e-mail campaigns caused Lowes, Tyson, ConAgra, and Kelloggs to stop placing ads in ABCs surprise hit Desperate Housewives. Some companies resist boycott pressures. Proctor & Gamble ignored AFA pressure to stop its support for gay-friendly order in Cincinnati.Subway Vice President Chris Carroll said his company ignored imperil boycotts caused by the companys decision to run ads in a documentary that was unflattering to Democratic presidential nominee John Kerry. And then theres Pepsi. In 2003 the brand signed hip-hop artist Ludacris to appear in a fun-oriented campaign, but outspoken cable show host Bill OReilly immediately ripped Pepsi and urged all responsible Americans to fight back and penalize Pepsi for using a man who degrades women, who encourages substance abuse, and does all the things that hurtthe poor in our s ociety.Im calling for all Americans to say, Hey, Pepsi, Im not drinking your stuff. You want to hang around with Ludacris, you do that, Im not hanging around with you. A Pepsi representative appearing on OReillys show denied that the artists provocative lyrics (one album featured a song called Move Bitch) were relevant to the Pepsi campaign. But the following day Pepsi canceled the campaign. For viewers of a certain age, the entire affair was reminiscent of the controversy that erupted several years earlier when Pepsi canceled ads featuring Madonna after she appeared in a contentious music video.But Pepsis decision did not mark the end of the controversy. After the announcement, Ludacris and the Hip-Hop Summit Action Network, an organization run by his producer, Russell Simmons, threatened their own boycott. Following several days of negotiations, the second boycott was called off. Ludacris would not be a spokesperson for Pepsi, but the soft-drink giant agreed to a deal to make a multi-million-dollar donation over several years to the rappers foundation. Questions 1. What do you think about consumer boycotts?Are they unhealthy attempts to infringe on the speech rights of others? Or are they a healthy sign that consumers can take action against the ethical lapses of advertisers? 2. How should a company respond to the threat of a boycott? Consider the different responses of Nike, Subway, Lowes, Proctor & Gamble, and Pepsi. How well do you think each of these companies reacted to boycott pressure? Did any of the companies hurt their brand because of the way they reacted to boycotts? 3. How would you review advertising ideas that you suspect are controversial and might generate a backlash?Is it ever justified to push the envelope in the areas of good judge and social responsibility? How would you decide if such approaches are effective? Case VI How Advertising Works If It Walks Like the Aflac Duck Youve probably never perceive of the American Family life Assur ance Co. , nor likely to be familiar with its primary service supplemental workplace medical insurance, a type of insurance that is used by people to help cover the many loopholes and deductibles in their primary insurance coverage. Then again, if you are like 90 percent of U. S. onsumers, maybe you have heard of the company. In its advertising it calls itself AFLAC. The four-year AFLAC campaign is the work of Linda Kaplan Thaler, owner of the New York agency that bears her name. Thalers ads are not known for their subtlety. Among her credits are the Toys R Us jingle I dont want to grow up, and the successful campaign for Clairol Herbal Essences, featuring on orgasmic hair-washing experience. The Herbal Essences ads engrave some as funny, others as quite possibly offensive, but sales of the product have skyrocketed to almost $700 million a year.In many shipway Thalers ads hearken back to the 1960s, when it was common to feature sex, schmaltz, chirpy jingles and talking babies and animals, as the New York Times advertising columnist Stewart Elliott puts it. Industry insiders have been known to snipe at Thalers work, and few would describe her campaigns as edgy. But as Maurice Levy, CEO of the giant advertising company Publicis, observes, There are people who do advertising for what I call the advertising for the consumer. She is doing advertising mush more for the consumer. Thaler herself notes, Were doing our job when we find ways to get people to buy things. Thalers AFLAC ads, by almost any measure, are her best. Almost all feature a white duck desperately screaming AFLAC at people who need supplemental insurance. Unfortunately, the ducks audience never quite seems to hear him. Most of the ads contain a fair amount of slapstick, ordinarily at the expense of the duck, whose exasperated-sounding voice originates with former Saturday Night Live cast member Gilbert Gottfried. Hes got the right answer but nobody is listening, and thats a situation that reson ates with people, says Kathleen Spencer, director of AFLACs corporate communications. Theres also just something inherently comical about a duck. The campaign has been enormously successful. Since the ads first began running, brand name awareness has increased from 15 percent to 90 percent. Over the same period year-to-year sales increases have almost doubled. Dan Amos, CEO for AFLAC, believes that our name recognition with our advertising campaign to truly help our company. In 2003 Ad Age named the commercial featuring the duck and the Amazing Kreskin (who hypnotizes a man into thinking he is a chicken) the most-recalled spot in America. But what makes the AFLAC campaign truly remarkable is how little it has cost the company. The duck has a higher Q stigmatise (a measure of a characters familiarity and appeal) than both Ronald McDonald and the Energizer Bunny, but whereas Energizer has spent almost a billion dollars over 15 years on advertising, and McDonalds spends almost $700 m illion every year, AFLACs ad budget is only $45 million a year.There is no denying that Thalers work for AFLAC is a triumph of both effectiveness and value. Questions 1. Some viewers dont like the AFLAC ads. Can an ad still accomplish its intended purposes if people find it annoying? 2. The AFLAC campaign is more than four years old. In your opinion, will the campaign stay effective for the foreseeable future? 3. What makes AFLAC ads so effective? Is it something more than their entertainment value? If so, what else contributes to their success?

Sunday, May 26, 2019

Laws of Migration Essay

Mr. E.G. Ravenstein established a theory of human migration in the 1880s that still forms the basis for modern migration theory. He called it the Laws of Migration, which the books have divided them into three general categories characteristics of migrants, patterns of migration, and volume of migration. I believe people move for a variety of reasons, but his philosophies were basic on count results over time which makes it very creditable to me and these tendencies of migration still show currently. I will discuss, in the next few paragraphs, my reasoning of why I discipline with Mr. Ravenstein laws of migration, and how those laws still apply today. The first general category is characteristic of migrants, which is described by the book as selective. I understand this category as the people that want to or the people that are forces to leave their homeland because of a major circumstance, not everyone wants to leave their homes.Religious or political reasons step forward to be a t the top of the list. For example, Cuba has a communist government that forces people to agree with the government. Where people do not agree with the governments views or decisions they are not allowed to express their opinion. muckle from Cuba are force to leave the island if the government finds that they are looking for options to leave or trying to take swear out against the government. On the other hand, there are people in Cuba that are happy with the government. They do not have any decider to leave the island. They also alike the rules in place for the community and believed that everyone should follow them. Another general category that the book describes is patters of immigration. I see this category as the pull factor describes on page 17 as to those attractive forces emanating from the migrants goal that draws migrants. I see the pull factor as the appraisal of people to emerge from poverty or the inability to use acquired professional skills.This concept still hap pens today, my own experience is a clear example of it. In the years 1999 to 2006 Argentina reached an economic crisis, the patters at the time was to receive to the linked States because the better future was here. My mother and I came to the United States back in 2000 from Argentina. One of the reasons that my mother decided to come to the United State was for a better future for me. I attended Miami Beach Senior High school, where I found a group of kids that were from Argentina. Their parents had decided to come to the U.S. for their better future. There were many people in Argentina with professional degrees but not many with good jobs. My mother and those kids parents were persuade by the idea that having a degree in the United States was more valued that a degree from my country.The last general category is volume of migration which I can connect to the availability of affordable transportation and other advantages related to globalization and advances in technology, many recent immigrants are not forced to sever ties with the families they leave behind. People consider the advantages and disadvantages of staying versus moving, as well as factors such as distance, travel costs, travel time, modes of transportation, terrain, and cultural barriers before moving. For example, the volume of migrants that comes from Mexico every day to make currency or to achieve a better standard of leaving. They still provide for their families in Mexico but they believed working in the U.S. is far more effective, easier, and produce way of life more money in a short period of time.In conclusion, I agree with Mr. Ravenstein laws of migration because I can relate his philosophy to todays world and still see the same reasoning. Cuba, Argentina and Mexico are a clear example of his migration point of view.

Saturday, May 25, 2019

A Man That Holds My Heart Essay

Many people have ways of influencing others. Most people use words to affect other people. An amount of individuals would put on their gift of persuasion to convince others of their causes or maybe arguments, while some use authority to force people to do as they are told. These some(prenominal) differences can apply to fathers as well. Not all fathers are similar when it comes to educating their children. Many are gentle, while some are more dominant. Randy T Caldwell, a somewhat young spirited middle aged man.Dark skinned with black Gucci frames to accommodate his big brown eyes. Standing 511, add-in shoulders, happy, loving, man of Christ and always seen with a look upon his face that means business falls under those descriptions of a father. My father is a man of more words. He is a very expansive man, somewhat quiet but only when listening to someone of when needed. He is not a very cogent person like others, nor does he use authority to get his message across. All the les sons Ive learned from my father were never taught in lectures or by long stories.Instead, he gave me real life examples for me to follow. I learned every matter I needed to know from my father, through his own life. It was the way he lived his poverty afflicted and fearful life which taught me how to live a more effective, goal reaching, non-poverty stricken live. Indeed, my father was a man of many an(prenominal) words and was a man of many words but yet he had a soft heart. My father has simple interests. He is very fond of watching college football, and often watches when he can. When he has time he would go hiking occasionally.However, his favorite thing to do is go fishing. At such a young age, I was very fascinated with the fact that he would bring home huge, 10 foot long, stinky fish but I always love it. Aside from being an outdoor, outgoing , talkative man my father was a man of Christ. Just like on the man that are always, dressed up , Stay Adams , the best pen stripy suit, at the front of the church serving communion on first Sundays . Thats My Father Even though he had a horrible, poverty stricken, mobster life as a child he is a firm believer in Christ.He has not preached virtually his faith even though he is very talkative he has never given lessons on religious and mortality. He just obviously lived by example. Whenever faced with difficulty, he simply thinks about what Christ would do in a situation as such. It was one the most remarkable things I find remember able about him. In one instance, I went fishing with my father. Im not really fond of the outdoors like he was, but I loved spending time with him. It had been raining earlier that morning, so the fishing area was wet.He insisted we go to is regular spot so we did. It was under an old crushed beat down bridge that was covered with green algae. By the time we were done fishing we both were hungry. We proceeded to the nearest fast food place, which happened to be McDonalds. As I ate my lunch it began to rain very badly I than begin to look out the window at an old man whose clothes torn with the look of death in his eyes, standing in the middle of the parking lot. As my father made his way to the table where I was eat he caught my gaze.He immediately re packed his Big Mac fully made all the way everything on it , his supersized fry, and even his drink and went office out the door. Just as hungry as he was he gave the old man his meal. On the way home my father said nothing. Again, he taught me a lesson through his own example. My father can be described as many things talkative, outgoing, loving, caring, and firm believer in Christ. But one thing he will always be described as to me would be the man that has taught me to be the best I can be. My father is a comfortably father, he is rather different than other fathers but thats what makes him the best.

Friday, May 24, 2019

Maslow Theory and Herzberg Theory Essay

Difference people got going away need ,we have to inhabit that the worker in which aim in the hierarchy so that we can give what he take to motivate them . It is base on what the workers need. what he want ? we just give it as inducing Hierarchy factors need For maslow ,there have a hierarchy with 5 lvl . a people will satisfied the level one by one according this hierarchy. the people will satisfied with the lower level and jump to the higher level until they reach the self actualisation which is also call as self fulfilment .Simple and descriptiveMaslow capture that all peoples satisfaction only in these 5 lvl . from the physiologic until self actualization. First , there have know about the workers need in which level ,then only there can motivate him by giving what he want and once the worker get the motivate at first time and it will automatically go to a nonher level for example ,the freshmen who just graduate and work for a company.First he will think ,will the conditi on and environment suitable for me ? he need a safety place. when the company give him a comfortable office to work. e will feel satisfied and his satisfaction jump to another lvl. Pay is a motivator Some time salary is a motivator for certain ppl. Maslow assume that pay is an motivator to the worker and it is an unsatisfied need . there assume , the worker may motivated by giving bonus or increase the salary. Any need can act as motivator as long as it is not satisfied or relatively less satisfied. It means by as long as the people satisfaction harbor completely fulfil , it still can be wasting disease as a motivator to a people. Hertzberg Use of motivatorThere is based on the Use of motivator that include achievement ,opportunity of growth and recognition . hertzberg dn have the hierarchy ,but it have two factors. that is motivator and hygiene factor. there will use the motivator to motivate the workers. For example ,the manage want to upgrade to go General manager. I am the bo ss, I know he want to become GM,so I give him a task and tell him if u finish this task I will upgrade u as GM. the manager very excited and complete this task very fast within one month. so I also upgrade the mange as GM. his achievement is the motivator to this manager.hygienics factors, motivator factors Whereas for the Hertzberg theory ,it doesnt have any hierarchy . it have 2 factor which motivator n hygiene factor. More prescriptive Hertzberg is based on the research on human satisfaction there do not based on hierarchy lvl by lvl ,because there said difference ppl got difference satisfaction. so can not based on the hierarchy only.Pay is not a motivator But Hertzberg disagree that,Sometime salary is not that important for certain ppl. hertzberg think not all the ppl also motivate by pay. or example,a manage who work in the company he doesnt focus on the salary . he care about the achievement he did . he want to upgrade from manager to a GM in time the salary is maintain unc hanged. but he still satisfied ,because he need achievement . Hygiene factors do not act as motivator Hygiene factor do you all what is it ? Hygiene factor is an factor that if you have it , u din feel any satisfaction but u dn have this one u will feel dissatisfaction. so ,this factor cant act as a motivator because it dn give any satisfaction. for example,water. toilet.

Thursday, May 23, 2019

The Medici; Heroes of the Rennaissance

The Medici Heroes of the Renaissance In the year 2004, PBS broadcasted the series, Medici Godfathers of the Renaissance. This four-part documentary, in attempt to gain viewer interest, compared the Medici to the mobsters found in Francis Fords The Godfather. The relation of the Medici to Italian mobsters in the PBS Medici series is in no way accurate, for they were not villains of the rebirth, but heroes. The Medici were very connected with the church, and utilize their extensive wealthiness to promote religion.The Medici became powerful as a result of being the official Papal bankers. They used a lot of their power and wealth to give back to the church throughout their lives. Throughout the Medici timeline there were a total of four Medici Popes. The family was very much intertwined with the church. The Medici patronized the sculpture of David by Michelangelo as a gift to publicly show the beauty their religion. The Medici found and sponsored an architect named Brunelleschi to su ccessfully complete the a dome for the Sistine Chapel.The building of the dome was an on-going problem and disturbance for the church for many years, and the Medici had solved it. The Sistine Chapel was now a pride for the populate of Florence. The Sistine Chapel was also flooded with cognize pics from Medici artists such as Michelangelo and Botticelli. These painting connected the church with modern society because the Medici artists were used, and they were very popular to the people of Florence. The Medici contributed to the churchs beauty, and connection with society throughout the renaissance.Art and architecture was a crucial part of the renaissance. It was the celebration of humanism, the competition between cities, and the start of new ideas. The Medicis were patrons of the closely talented and radical people. The people the Medici supported all contributed greatly to the renaissance outlook on life and human pride. Art was so important to the Medici family that Lorenz o di Medici created a Flourentine School of Art. It was at this school Michelangelo was discovered, and brought in as part of the family.Michelangelo under(a) the name of the Medici completed many inspiring pieces of art that would uplift the feel to society. He created the towering statue of David, which became a proud symbol of the city of Florence. Another Medici sponsored artist, Botticelli was famous for a different kind of art. Botticellis artwork was sensual , and contained many mythical gods and godesses. In his painting The Birth of Venus this is seen the most clear. Venus is known as the goddess of love , and in this painting she is naked emerging from the sea.This image of artwork was popular because it radically celebrated humanism, and portrayed the perfect humans. This type of art inspired people, and were uplifting. However, it was controversial because although society accepted it, the church did not approve. This was only one of many Medici artists artworks that w as frowned upon by the church during the renaissance. Architecture played a big role in the uplifting of society as well. Architecture, like art, was another chance to out-do other cities, and win the title as most well-favoured city.The Medici were patrons of the most famous architecture of the renaissanceBrunelleschi. Brunelleschi was the architect responsible for the completion of many Florentine buildings such as The Orphans Hospital, the Chapel of the Pazzi family, and most memorably the Sistine Chapels dome. Brunelleschis architectural success brought forth a feeling of accomplishment, pride, and happiness for the people of Florence. These feelings were common characteristics of the renaissance era, brought forth by the Medici family.By supporting a questioning society, proving their power through patronizing, and discovering their own ways of gaining power, the Medici changed the political ways of the renaissance. Before the renaissance, the church was the most powerful and despotic leader. However, it only had power as long as their followers remained loyal. The Medici were household members with, and big supporters of ,the very intelligent, church-defying Galileo Galilei. Galileos completely valid discovery that the Earth travels most the Sun defied the teachings of the Old Testament.Galileo published a book of his discoveries disguised as a fiction novel. This was not the first scientific discovery to defy playscript teachings, however it was the most publicised. This caused society to begin to question the teachings of the Bible, and everything they had been taught. This theme of questioning lead to little loyal followers of the church, and more loyal followers of non-religion base rulers. The Medici also introduced power through patronage. Rather than fighting to prove power like in the past, the Medici found creating the most beautiful city was just as rewarding.Their rise to the very top after completing the dome of the Sistine Chapel prove d this theory completely. Most of the Medici valued public involvement, modesty, and connections, for that was how they gained power. According to Pope Puis II Cosimo di Medici was not so much a citizen, as master of his cityhe was king in all but name and state. The more people they befriended, the more loyal followers they would have. Cosimo Medici I however, ran Tuscany based on fear. He felt a powerful military and security would produce better results and less threats.Both forms of government worked for the Medici, and were continued to be used throughout the renaissance, and into today. The Medici positively contributed to the Renaissance through religion, art, architecture, and politics. For this, the Medici should be honoured as heroes of the renaissance. Through their constant contributions to the church, unique gustatory sensation in art, and daring bold choices, it is not questionable how the Medici kept power and influence throughout the renaissance. Countries in todays society should aim for all-round(prenominal) leaders like the Medici.

Wednesday, May 22, 2019

Dematerializtion of Architecture

The history of discourses has been developed for centuries, and architecture have entered a phase of re-evaluation. Because of the prevalent technology and media of creation in the virtual world, contemporary architecture is dematerialized to be images and abstract ideas. The definition of architecture has become even more subjective, obscure, ambiguous and limited. We similarlyk advantages from photography and the technology of visualization.But the excessive trust on the visual sensation has someways blinded our eyes and becomes he obstacle for understanding space and architecture. Photographers and designers selectively frame an object to depict a most exaggerated angle or to capture a most exciting moment. Audiences lost their autonomy in discovering the truth, because there is no other materials available except the illusions. The resulted biased understanding to architecture contradicts to Juhani Pallasmaas theory. He reaffirmed Merleau-Pontys philosophy, the human body is th e centre of experiential world, in his book The Eyes of The Skin.He argues that multi-sensory experience allows the human body perceiving the qualities of space, matter and scale in a more profound manner. However, the multi-sensory experience does not apply to those intangible architecture. The obsession of rendering has enervated the importance of materiality. Materiality means mapping or cover texture over the flat surface in the simulation program, disregarding physical properties, thickness, stiffness, elasticity, and density, of each specific material. We recklessly over simplify materiality.In renderings, stainless steel eans highly reflective and shiny wood means brown and static brick means pixelated facade. Material has been degraded to be a piece of veneer or wallpaper, lean and dispensable. This encourages substituting one material with another material. It is not rare to use hollow metal with shiny coating to imitate stainless steel in the construction practice. The i dentity of material is fading away. Last but not least, the inflation of the project scale has disrupted the relationship between an individual and the strengthened habitat.The immense scale of the new evelopments confuse us because everything is out of human proportion. Windows grow too big to become curtain wall. Doors are automatized, because they are too heavy to open. Towers are too high that takes hours to walk up. We cannot use the traditional quantitative mechanism to interpret matters. We could Just live within a mental synthesis and hardly get to see the whole picture of it. The tangible structure is dissolved to be purely impression. Here we go back to photography in seeking a solid answer to the understanding of contemporary architecture.

Tuesday, May 21, 2019

Distracted Driving

I do it you do it, that guy over there definitely does it. What do we all do? We drive When the automobile was first produced in 1885 it was designed to get people from bingle place to another. However, their purpose has evolved- now we use them as a beauty parlor, a lunchroom, or home line location. But however you use it somewhat 115 people will use their cars as a d courseh bed everyday. Distracted operate has work one of todays largest expatriation issues.On a daily basis distracted driving puts millions of drivers and passengers in danger. So today we will look at what distracted driving really is, what the consequences of driving while distracted are, and what people can do to drive more safely. We all know we have been at fault at some signalize we do it without thinking about it. When our phone rings our first instinct is to answer it, when we pick up McDonalds we eat it, we see a pimple we chase after it.Most of us dont think about the consequences that are to come a long if we do them while driving. match to studies released by the National Highway merchandise Safety Administration and the Virginia Tech Transportation Institute, 80% of crashed and 65% of near-crashed involves some kind of driver distraction. Driving with distractions has run one of todays lede causes of death for 16-20 year olds. Distractions while driving includes texting, note taking, applying makeup, eating, and much more.Distracted DrivingI do it you do it, that guy over there definitely does it. What do we all do? We drive When the automobile was first produced in 1885 it was designed to get people from one place to another. However, their purpose has evolved- now we use them as a beauty parlor, a lunchroom, or home office location. But however you use it approximately 115 people will use their cars as a death bed everyday. Distracted driving has become one of todays largest transportation issues.On a daily basis distracted driving puts millions of drivers and passenge rs in danger. So today we will look at what distracted driving really is, what the consequences of driving while distracted are, and what people can do to drive more safely. We all know we have been at fault at some point we do it without thinking about it. When our phone rings our first instinct is to answer it, when we pick up McDonalds we eat it, we see a pimple we cover it.Most of us dont think about the consequences that are to come along if we do them while driving. According to studies released by the National Highway Traffic Safety Administration and the Virginia Tech Transportation Institute, 80% of crashed and 65% of near-crashed involves some kind of driver distraction. Driving with distractions has become one of todays leading causes of death for 16-20 year olds. Distractions while driving includes texting, note taking, applying makeup, eating, and much more.

Monday, May 20, 2019

Elements of the Marketing Mix Essay

This case pass on study describe the cistrons of the market mix. These four elements acknowledge crossing, place, price and promotion. This paper allow for include a description of how an organizations marketing schema is affected by the four elements of the marketing mix. Another aspect that this paper volition include is a description of how each element is implemented in the company. One more topic that this paper will describe is the organizations name and industry in which it exists. The marketing mix is defined as a variant of several ideas and plans followed by a marketing representative to promote a particular product or brand. Several concepts and ideas are combined together to formulate concluding strategies helpful in making a brand popular amongst the masses to form the marketing mix ( selling Mix Meaning and Its Elements, n.d.). The elements of the marketing mix are often called the four Ps of marketing (Perreault, Cannon, & McCarthy, 2011).First, Product is defined as goods that are manufactured by organizations for the consumer. Products put forward be two types, tangible and intangible. A product in a market place is roundthing which a seller sells to the buyers in exchange for money. value is defined as the money which a buyer pays for a product. The price of a product is indirectly proportional to its availability in the market. If a product is not readily available then the price goes up (Marketing Mix Meaning and Its Elements, n.d.). Place refers to the location where the products are available and notify be sold or purchased. Here one is exposed to a physical building, or store, or one can purchase items on the internet. Finally, the fourth element is promotion. Promotion refers to the various strategies and ideas implemented by the marketers to make the consumer aware of their product (Marketing Mix Meaning and Its Elements, n.d.). Todays market is huge and there is an abundant variety of products available.Frito rang e is a multi-nationalcorporation that is predominantly in the spicy snack product line. Frito Lay aims its market system at both the mass market and target markets alike. This food for thought driven company does have some strengths such as its renowned reliability, high quality control and markets its product as convenient looseness foods. The products that Frito Lay generates have consumers in mind that particularly buy snack foods as a unemployed item. Their packing and branding is targeting a consumer that wants to snack on the go or during lunch with a sandwich. With this in mind, the organizations marketing strategy uses all four of the marketing mix real well. Frito Lay sells a big variety of chips form Ruffles to Lays, Cheetos to Doritos and Tostitos to Funyions.These products satisfy many customers needs for fun snacking. In the Product element, packaging is in addition very important when keeping the consumer satisfied. Bright colors are used to catch the eye when they initiation the bags that carry all of their brands. In the Place element, the product is highly visible in that one can purchase said items and every convenience store in the marketplace. Not only is the product in undecomposed more or less every UDS store but in vending machines and supermarkets. The channel of distribution is very important to deliver these products to the consumer and Frito Lay has an excellent distribution system in place. The third element, Promotion, targets new customers and retaining authoritative customers. Many people have heard the phrase no one can eat expert one. This catch phrase was designed for Lays potato chips and hasnt been used in years, but just about everybody has heard that. That is advertising at its finest.The use of mass selling techniques has been advantageous to Frito Lay. The fourth P is Price and that obviously plays an important part in Fritos model. Frito Lays strategy is to stay competitive with other spicy snack manufactur ers and their price points. Their target price is also directed at young adults and children. Each element in the marketing mix is used very well by Frito Lay. The products that this corporation sells to the consumer vary from salty snacks to cookies and even beef jerky. Frito Lay guarantees freshness for its product and delivers a price point that is competitive to just about any consumer. In the channels of distribution process it is important to get a food item to the seller in a timely manner as the food item can spoil.The freshness guarantee that Frito Lay offers dictates that the salty snack has a shelf life of about a month for most products and theproducts need to be removed from the shelves if they do not sell. Because of this model, the delivery system promotes expertness when sold and distributed to each retailer. Promotions are huge with Frito Lay as they spend millions for point of sale coupons and retail discounts. Not only is there retail push for sales but Frito La y spends millions on advertising. advertising can be seen in standard commercials to big budget commercials during super bowl ads. These methods of communication are geared at mass selling and are very effective.Finally, the Price element is important to Frito Lay as the market price for materials goes up so does the price of their products. To circumvent these price hikes, Frito Lay will lower the content volume in the bag and not raise the price. In other instances, they will raise the price by ten cents and remove the price on the bag for a brusque period of time. The idea is to trick the consumer into believing the price is the same. In all the instances, Frito Lay has a business model that is very effective and has endured for many years. By visualizeing the similarities and differences between these elements one can understand how a corporation uses the marketing mix to their advantage. The four elements are critical to understand the very spirit of the consumer and the re tailer. This case study shows that it is important to understand the marketing mix business model as it pertains everyone and final user.ReferencesMarketing Mix Meaning and its Elements. (n.d.). Retrieved from http//managementstudyguide.com/marketing-mix.htm Perreault, W. D., Cannon, J. P., & McCarthy, J. (2011). Basic Marketing. A Marketing Strategy Planning Approach. Retrieved from The University of Phoenix eBook Collectioon database.

Sunday, May 19, 2019

The Courtesans of Bollywood

The media whether in print, television, or the moving picture has delineateed wo adult malepower in all sorts of images. These images reflect how a certain rules of order perceive women and what roles do they portray in reality. Women in Indian cinema have been variously depicted with antithetical images which represent the category within the Indian auberge. Just like in any partiallys of the world, the classification between men and women has been distinct through come forth history. Even in moderne time, such classifications which further divide some(prenominal) finishes fluid exist in media because of the stereotypes that have been established.The Indian film industry, famously called as Bollywood, has effectively created films which encompassed the different faces of women in their nation. There be films that attri simplyed them with Hindu goddesses and as well as portraying them as conventional and modern women from all division of the caste. The films that are made depicting women reflected Indias thoughts and behavior towards sexuality and genial norms. The media scorn of its tendency for exaggeration and sensationalism draws its inspiration from real emotional states circumstances, no matter how off-key the story becomes.No matter how the characters of women are formed, their roles in the film say a lot closely the menses sociable perception of Indian Women. Two non suit equal films in Bollywood bequeath be the central give-and-take of this essay. Pakeezah (1972) and Devdas (2002) became well-known for the romantic plots amidst the struggles within social taboos combined with cinematic intensity and songs aptly made for the film. From these films, the heroines that provide be presumptuousness concentration belong to that level of society which is usually judged derogatively.Sahibjaan of Pakeezah and Chandramukhi from Devdas share the same traffic of concubines, and played major roles in the films showing how Indian court esans are being personified. The discussion for the two effeminate protagonists will revolve around their being courtesans and they symbolized Indias perception and direction of their views regarding sexuality and how their norms and social evolvement are shaped by these views. Courtesans, as seen from the films, cater to the universe eye, predominantly of male audience. Their profession has been criticized by society as immoral and these women are usually isolated from the realm of an ideal woman.By exploring the two films, it will be argued how the views of courtesans are still relevant in the modern Indian society. To be able to convey the circumscribe of the arguments for the established thesis statement, a brief background or summary of each movie will be provided. This is for the intent of giving a foundation or an origin where the standpoints will be derived. Second, on that point will be an attempt to categorize Indian courtesans which is distinct from courtesans of othe r countries. This will be committed to how the character of a courtesan became an embodiment of Indias assumption towards sexuality.From this, Sahibjaan and Chandramukhi from the films will be subjected to analysis, comparing the differences of their roles as courtesans on the films. The essay will be concluded by gathering all the insights that have been discussed and as well as its implications on Indian society. The plot of both films is set in the conservative India where traditional elements are highly emphasized. One of the two films has been derived from a 1917 novella called Devdas. This film has many versions in different languages and the one directed by Sanjay Bhansali in 2002, is the latest and the first full colored version of the film.Devdas goat be said as a true tingling love triangle story with the lives of the main characters tight intertwined with each other. The male protagonist Devdas came back from London to reconcile with his long-time childhood beloved Pa ro. The two has been position for marriage however, when the Paros maternal ancestry as dancers is revealed, her humiliated mother decided to arrange a marriage for Paro to another man. From that aspect the tragedy of the heart-broken Devdas ensues, as his college friend introduced him to the world of alcohol and carnal thirsts.The bagnio where his friend brought him became his emotional solace or more of an emotional escapism. As Devdas began to indulge in alcoholism, he met the most famous courtesan named Chandramukhi. Her beauty and exquisite charm which made Chandramukhi as a renowned courtesan became an irresistible pull for Devdas to become close to her. On the other hand, his vulnerabilities as a man shown by his weakened state by the alcohol and the discovery of his supposed love story became the rationality why Chandramukhi fell in love with him.The story takes its turn with Devdas being devoured by his alcoholic addiction and Chandramukhis love for him brought her to Paro to convince him to stop his self-destruction and subsequently formed a friendship with her. though he did not listen, Devdas promised to see her before his death. Eventually, he confessed his love for Chandramukhi however shortly after that he expressed his redeeming(prenominal)bye to her because of his intent to move out of the country. On his journey and with the last drink of wine, he became extremely sick. Feeling himself on the verge of death, he went to fulfill his promise to Paro to see her.Paro ran to meet him but her husband prohibited her and as Devdas dies in front of their gates, his last image is Paro trying to reach for him and riot his name. It is a clear tragic story for the three characters as all of them are not able to achieve the bliss they wanted out of love. The dynamism of the story is presented by the diverse social lift of the characters. Devdas is born from the upper landowning class, while Paro came from an ordinary family whose lineage is from d ancers, and Chandramukhi being a courtesan is judged by the society as immoral.The three main characters attempted to go beyond their social status as the resolve of love became their main source of strength to defy the social norms. The second film which similarly tackled defying social classifications in the name of love is, Pakeezah. Released in 1972, this film took 14 years to be completed overdue to personal issues between the main cast and the director. An original work of Kamal Amrohi, Pakeezah is a classic Indian courtesan movie. This film is a story to the highest degree a woman who dreams of escaping a world where she felt superfluous and soulless.Sahibjaan shared the same fate that her mother did, a profession which eventually led to the rejection of her fathers family. After her mothers death, her aunt Nawabjaan adopted her and brought Sahibjaan to her brothel where she practiced dancing and singing. She became famous as a courtesan when she grew up, however, her aun t felt the need to get Sahibjaan out of the brothel when her father came peeping for her. On the train ride out of the city Sahibjaan found a note that has been slipped between her toes where a stranger wrote about the beauty of her feet and not to soil it.This note became her hope to find rescue from the purlieu she desperately wants to escape. It also became her only evidence that this particular stranger is the only one who fucking love her truly and the note is her first real communication with someone who has a pure intention towards her. She was able to meet the stranger who is a forest ranger named Salim, and because of her fear that he might reject her, Sahibjaan kept her true identity. Salim brought her to his family however as men recognized Sahibjaan as the courtesan, Salims family disapproved.Despite of Sahibjaans confession about her work, Salims feelings did not change and both of them ran away together. He eventually decided to marry her, renaming Sahibjaan as Pak eezah meaning the pure one. However, her shame and fear as being a courtesan dominated her, and not wanting to ruin Salims reputation Sahibjaan fled from him and called off the marriage. Her decision has left Salim hurting and as a way of retaliation and coping with the pain, Salim decided to marry another woman and invited Sahibjaan for his wedding. In this part of the film, she danced on broken glasses practically symbolizing the pain that both of them share.A revelation has been made when Salims uncle, Shahabuddin, learns that Sahibjaan is his long-lost girl and it resulted to a happy-ending for Sahibjaan, knowing that her father will save her from the world she wanted to get away from, and as well as a possibility for her love for Salim to be reconsidered. Just like the film Devdas, Pakeezah tells about a romantic story of a courtesan with a heart. Someone like Sahibjaan does not desire to be a courtesan forever and wanted to become a real woman by meeting her future husband a nd be a wife.There is also the familiar pattern of the characters disregarding their social status to be able to experience a relationship with one another. It leaves the impression of Indian movies such as these that the division of the caste system in reality is strictly followed. Pakeezah and Devdas are two classic Bollywood films which portrays the kind of women often degraded by the society. These films presented the courtesans with such humanity which goes beyond their profession of enticing and zesty their audience towards them.Courtesans can be said to have prominently existed way before the times of the monarchy. Indian courtesans are said to be sexually liberated and educated women who dance in the temples and at public ceremonies and the only women who are allowed to learn to read, sing, and dance (Feldman & Gordon, 2006, p. 161). Just like other courtesans in general, they are meant to look upon and offer their company to men. Their difference from prostitutes is that sexual intercourse is just one of their services. They engage in discussions, in festivals, and in the arts. Simone de Beauvoir further differentiates the twoProstitutes need two kinds of men, client and protector. In her environment man is banner to woman, and this setting apart favors a kind of love-religion which explains the abnegation of certain prostitutes. For the courtesans, beauty and charm or sex appeal are necessary but not enough, she must be recognize as a person. Her pride, her independence, and her money mean that she will never be taken no man will be her absoluter master. (cited in Kazmi, 1994, p. 237) From the two films, as courtesans their bodies became the attraction to be able to play the part.The dances and mujras by Sahibjaan and Chandramukhi are apply to emphasize their body part and allure to entice men. As in Indian cinema, women are fit(p) in the cast for the purpose of having something pleasurable in the eyes on the screen. In their traditional blin ker role, women are simultaneously looked at and displayed with their appearance coded for strong visual and erotic impact so that they can be said to connote to-be-looked-at-ness (Kazmi , 1994, p. 234). Since their roles are courtesans, they are always under the scrutiny of their male clients.Their publicised sexuality makes them a property of the society. However, from the films, it can be seen that the courtesans fell in love with the male protagonists both coming from noble families. This love makes them as the heros property, thus, losing their generalized sexuality and showgirl connotations and their erotic charms are for the male protagonists alone (Kazmi, 1994, p. 234). That sense of property has not been made official since Sahibjaan and Chandramukhi are not seen married under traditional ceremonies.This gives the impression that India may not view courtesans as an ideal wife, no matter how the circumstances of falling in love may occur. In Devdas, Chandramukhi is seen as a gamey woman who holds her dignity as a courtesan. Despite of the numerous males gawking at her performance and by the rough judgments which society throws at her, she never did want to become someone else or want anything other than Devdas. She has a strong image of a courtesan portrayed in the film. Chandramukhi can be classified as the classic courtesan who has lived by her destiny to please the public, though she is condemned by it.By the time that she became too attach with Devdas, her duty of pleasing many people has been devoted to please Devdas so he could ease his sufferings. Chandramukhis sacrifice of letting Devdas go symbolized her gratitude for him the moment he confessed that he loves her as well. Because that love is rarely given to a courtesan like her and the fact Devdas see her as a normal woman sacred of it, she devoted her life taking care of him and letting go of him in the end even if it entails her delight (Nair, 2002, p. 86). On the other hand, Sahibjaa n is portrayed as a courtesan struggling for an escape from the world she grew up with.Unlike Chandramukhi, Sahibjaan is a courtesan who wished to change her life and get out of her profession. However, the history of her mothers life haunts her, encapsulating her in fear that she might never achieve the normal life that she wanted. A courtesan who pleases out of duty, the film focused on fashioning her meritorious of marriage. The scene where Salim renamed her as Pakeezah provided her the status that she is still worthy of being a wife despite of being a courtesan. She can be said as someone who subsequently gives in to the cruel prejudices of society.By refusing Salims offer of marriage, Sahibjaan continues to be a possession of the public, denying herself the happiness that she wanted to be rescued by the one man she loves. Nonetheless, both women have exuded strength when it comes to making choices. Though they have been portrayed as weak for love and for rescue, they have mad e decisions which in their friendship can deprive them of the happiness that they want. In society, since courtesans are made to please the world, sacrificing their own personal interests is a part of their duty.Thus, their role as a public commodity strips them off the right to be part of the private sphere, which includes the family. The courtesans of Indian cinema maybe considered as the origin of independent women in Indian society. A courtesan is said to have the courage to confront society, established morality, and the powers that be (Kazmi, 1994, p. 231). That the courtesans in these films are the former(a) embodiments of empowering womens sexuality when it comes to breaking social norms, since in the conservative Indian nation courtesans or good women alike, are considered marginalized.Courtesans can be viewed as the mortal goddesses of the Indian society who can personify abhorrence and goodness in how sexuality is perceived. References Feldman, M. , & Gordon, B. (2006). The Courtesans Art. New York Oxford University Press. Kazmi, F. (1994). Muslim Socials and the Female Protagonist eyesight a Dominant Discourse at Work. In Forging Identities Gender, Communities, and the State, (pp. 226-243). Zoya, H. (Ed. ). New Delhi Kali for Women. Nair, P. K. (2002). The Devdas Syndrome in Indian Cinema. Cinemaya 56/57, Autumn/Winter 827.

Saturday, May 18, 2019

Enrollment Process Essay

INTRODUCTION enrollment is the process of entering and verifying data of savants and qualification to memorialise on a certain enlighten. Different interconnected processes build up enrollment procedures called enrollment organization. adjustment dodging is used particularly in arrangement and retrieving students instruction. Tracking students information is also one ingest of enrollment system, in which the school outhouse trace the standing of a student. Verifying payments is also added to modify or browse students billings. Enrollment system is a good example of a computer generated process. This can diminish the workload and provide accurate information needed of the school. Enrollment and Accounting System moldiness be used in schools. It provide provide and store the needed information faster and to a greater extent convenient.Moreover, it allows the retrieval of information of student enrollees and faculties in a computer system that allow for lessen their m and effort of faculty staff in storing files of each student and faculty every now and then. The information here can be viewed in just a second without becoming anxious that a single file is lost. The idea behind an enrollment and accounting system is not a sunrise(prenominal) concept since some schools ar already using electronic enrollment system. In this theater, the researchers concentrated on the augmented of Enrollment and Accounting System for St. Andrew Academy to provide solution to the problem that they encounter in operating its manual enrollment and accounting system.The directress of the said school uses manual system in recording and retrieving students information. In fact, she does all the record keeping just by using ball pen and columnlike sheet. On the other hand, the registrar also uses manual system in recording and retrieving student information. In connection to this, the researchers conclude that they ar capable of creating a system to address the proble m based on their background and knowledge they learned in their Database Management System 2.PROJECT CONTEXT (IPO)The system determination project is Enrollment and Accounting System that will provide and store the needed information in a faster, more convenient way bystoring file of the student enrollees and payroll of the faculties in a computer system. This will also be exclusively used for the irregular students, freshmen, transferee, and professor/instructor in able to get access in course, subject, professor, and student enrollees. This will also be a abundant assist to all the enrollment staff especially under the controlment information system because they are the ones who are entitled to touch and read the information. It will help the institution to have a system that will enhance the enrollment processes so as to meet the quality that the institutions are trying to meet. foreplay Process OutputFEEDBACKFigure 1 Research ParadigmThe paradigm of this research consists of three parts. primary is Input wherein the researchers will identify the problems encounter of the actual of Enrollment and Accounting System of St. Andrew Academy, the Functional and Non-Functional requirements of the system, the hardware and Software requirements, and last is the level of acceptability of the proposed system. This will enable the developers to work on the features of the system that will help alleviate, if not totally solve, the problems identified on the first phase of the study. The next phase of the study is the Process wherein the researchers will use the Unified Process (UP) in IPO is specifically from Inception to Transition. This is considered the intimately costly and laborious phase of the study as the developers will guarantee that the system addresses the problems determined in the first phase of the study. Last is the Output which will be the outcome of the concentrated system. The system will undergo intensive testing to evaluate the accuracy, eff iciency, usefulness, responsiveness, and maintainability of the software.PURPOSE AND DESCRIPTIONThe main purpose of this study is to develop a software to improve the old and manual enrollment and accounting system of St. Andrew Academy. Hence, it helps allow the school to gain the optimum benefits that the user would getonce the new enrollment scheme is implemented. Moreover, it also aims to image an effective and efficient system in terms of speed, reliability and accuracy, and to ease the enrollment system for computer-based system effectively to benefit both the faculty and student community. This study is also meant to help the school deal out various operations including data storage, administration, and operations. Students may inquire on matters related to admission and enrollment requirements. The faculty will also be allowed to inquire on matters related to their payrolls.This system assists the students and faculty in their educational and in-person need. The enrollmen t and accounting system will support the student enrollment, admission, and registration process. The database includes the record of students personal data, academic information, and related fees. In connection to this, the information of the faculty of the school is required in this system. It focuses on storing and processing (insertion and updating) by using graphical user interface. It generates student information in formatted tables, fees invoice, subjects enrolled, students academic detail comprehend, students personal detail report, and students fee evidence status report.New enrollees will be the only ones to fill up their personal information since they do not have existing records on the system yet. Returning students will only present their report card for the update of their academic record which is already stored in the system. Enrollment and Accounting System is a system in which the computer plays a major role. This is the best way of storing and retrieving data o n a server or hard disk rather than using papers and file cabinets. This will help the institution to store the data they need efficiently.STATEMENT OF THE PROBLEMThe researchers aim to design and develop an Enrollment and Accounting System for the students and the teachers of St. Andrew Academy to improve their old and manual system. In accordance with this study, the researchers aimed to provide answers to the interest questions1. To determine the problems encountered with the existing system of St. Andrew Academy.2. To identify functional and non-functional requirements.3. To identify hardware and software requirements.4. To test the level of the acceptability of the proposed system.SCOPE AND LIMITATIONSThe scope of this study is to determine the management practices of the said school. It will look into features of the index and its daily tasks operation. The respondents will be limited to the registrar, cashier, administrator, faculty and employees and the student to ascertai n and identify the actual problems existing within the school. It will be used to avoid duplication in encoding and tracing the student information as well as the teachers/faculty information with payrolls when it comes to enrollment processing and payments. With regard to the accounting aspect, it is concerned in getting the time record and attendance of teachers. In the same time the figuring of hours work and monitoring of over time, under time, late and outdoor work are included. In accession to this, the proposed Enrollment and Accounting System of St. Andrew Academy supports the network topology implementation within the campus.DEFINITION OF damageOperational equipment casualtyThe definitions of terms are based on observable characteristics and how it is used in the study.UsersThey are the individuals who use the system for its problem solving assistance.AdministratorIt refers to a person in charge to manage a system.RecordIt is a document that contains an account particula rly in terms of collection.Conceptual TermsThe definitions of terms are based on concepts or hypothetic ones, which are usually taken from the dictionary. calculating machine SystemIt is the configuration that includes all functional cistrons of computer and its associated hardware or software.DatabaseIt is an integrated collection of data which provides a more efficient way of storage and retrieval of data and is capable of processing with child(p) portions of data immediately. Information is the data that has been changed into auseful form of output.ProcessIt refers to a series of actions, changes, of functions that require about an end result.SoftwareIt is a computer terminology used to describe the unseen program codes and running application inside the computer system.SystemIt is a set of related a component that produces specific results.

Friday, May 17, 2019

An Evaluation of Consumer Buying Criteria and Its Impact on the Purchase of Commoditized Laptops

AN EVALUATION OF CONSUMER BUYING CRITERIA AND ITS IMPACT ON THE PURCHASE OF COMMODITIZED LAPTOPS by Rachel V. McClary A Dissertation Presented in Partial Fulfillment Of the Requirements for the Degree Doctor of Philosophy Capella University December 2006 Rachel McClary, 2006 AN EVAULATION OF CONSUMER BUYING CRITERIA AND ITS IMPACT ON THE PURCHASE OF COMMODITIZED LAPTOPS by Rachel V. McClary has been approved December 2006 APPROVED JIM MIRABELLA, D. B. A, Faculty Mentor and Chair RICHARD MURPHY, Ph. D. , Committee element ELAINE GUERRAZZI, Ph. D. , Committee Member ACCEPTED AND SIGNED _________________________________________ JIM MIRABELLA, D. B. A. __________________________________________ Kurt Linberg, Ph. D. Executive Director, School of Business & Technology Abstract laptop vendors argon constantly looking for new ways to protestentiate themselves. The commodization of this trade precipitates a deeper view into what drives a needr secure of wholeary pock separately g uide a nonher. Do trus 2rthy demographic pens exist that are to a greater extent(prenominal) apparent to buy a concomitant scrape? Do certain crossing or trademark pass judgments military service as the final determination criteria in the purchase put to work?What is compelling between laptop brands to drive survival of the fittest? Results support the premise that benignant familys exist and that consumers are more(prenominal) than(prenominal) believably to purchase one brand all all over other found on age, education take, sex or technical competence. The probably selection of a laptop brand dope withal be associated with a particular crop or brand attribute. A better at a lower placestanding of the laptop consumer intensifys a vendors top executive to properly segment and market the message to the business audience, increasing the alikelihood of purchase. Implications for laptop vendors and recommendations for them as con ramprably as fu ture research are presented.Dedication To Stephen, whose commitment and dedication to this journey was equal if not some eons greater than my own. To Olivia and Elle, may this serve in later years as evidence that everything laughingstock be achieved if you work heavy(p). iii Acknowledgments To committee members, Dr. Dick Murphy and Dr. Elaine Guerazzi, thank you for your careful guidance and direction from the first gear proposal to the final submission. Your contributions were appreciated and made this final reaping what it is. An unpar solelyeled gratitude must be elongated to my Mentor, Dr.Jim Mirabella, whose tire slight commitment, support and confidence given to me without the put to work assholenot go un actualized. I only apprehend that I sens demonstrate the passion and dedication to students he so easily does. iv give in of Contents Acknowledgments iv List of evades vii CHAPTER 1. INTRODUCTION 1 Introduction to the paradox 1 telescope of the Study 1 Stat ement of the Problem 3 Purpose of the Study 4 enquiry Questions 4 Significance of the Study 6 Definition of Terms 6 abstract Framework 9 system of the Remainder of the Study CHAPTER 2. literary works REVIEW 10 11 Introduction 11 Decision making guess 1 Consumer Choice Through Decision reservation 22 Attributes as Influencers to Purchase 31 Brand Equity Definitions 41 Application to graduate(prenominal) Tech 43 CHAPTER 3. METHODOLOGY 46 invent of the Study 46 Methodology 47 v Study of the Population and Sample 48 touchstone Strategy 50 Variables 51 Research Questions and Hypotheses 51 Data Analysis Procedures 59 Assumptions and Limitations 59 CHAPTER 4. education COLLECTION AND ANALYSIS 60 Demographics 60 Brand 61 Respondent Characteristics 61 Results 64 CHAPTER 5. RESULTS, CONCLUSIONS, AND RECOMMENDATIONS 174 The Research Questions 174 The Hypotheses 175 Conclusions 91 Recommendations for laptop Vendors 196 Recommendations for Future Research 199 REFERENCES 201 APPENDIX SU RVEY 208 vi List of send backs accede 1. Brands Role in Consumer Choice 36 accede 2. Gender Descriptive Statistics 62 repair across 3. Age Group Descriptive Statistics 62 send back 4. Education Level Descriptive Statistics 63 slacken 5. Technical Competence Level Descriptive Statistics 64 Table 6. Crosstabulation for H1 65 Table 7. chi cheering visitation for H1 66 Table 8. Crosstabulation for H2 67 Table 9. chi forthrightly footrace for H2 68 Table 10. Crosstabulation for H3 69 Table 11. khi straightforwardly mental test for H3 69 Table 12.Crosstabulation for H4 71 Table 13. khi straight(p) streamlet for H4 72 Table 14. Crosstabulation for H5 73 Table 15. khi forthrightly Test for H5 74 Table 16. Crosstabulation for H6 75 Table 17. chi red-blooded Test for H6 76 Table 18. Crosstabulation for H7 77 Table 19. Chi straight Test for H7 77 Table 20. Crosstabulation for H8 79 Table 21. Chi substantial Test for H8 80 Table 22. Crosstabulation for H9 81 vii Table 23. Chi neat Test for H9 82 Table 24. Crosstabulation for H10 83 Table 25. Chi Square Test for H10 84 Table 26. Crosstabulation for H11 85 Table 27. Chi Square Test for H11 85 Table 28. Crosstabulation for H12 7 Table 29. Chi Square Test for H12 88 Table 30. Crosstabulation for H13 89 Table 31. Chi Square Test for H13 90 Table 32. Crosstabulation for H14 91 Table 33. Chi Square Test for H14 92 Table 34. Crosstabulation for H15 93 Table 35. Chi Square Test for H15 93 Table 36. Crosstabulation for H16 95 Table 37. Chi Square Test for H16 96 Table 38. Crosstabulation for H17 97 Table 39. Chi Square Test for H17 98 Table 40. Crosstabulation for H18 99 Table 41. Chi Square Test for H18 100 Table 42. Crosstabulation for H19 ci Table 43. Chi Square Test for H19 101 Table 44. Crosstabulation for H20 103 Table 45.Chi Square Test for H20 104 viii Table 46. Crosstabulation for H21 105 Table 47. Chi Square Test for H21 106 Table 48. Crosstabulation for H22 107 Table 49. Chi Square Test for H2 2 108 Table 50. Crosstabulation for H23 109 Table 51. Chi Square Test for H23 109 Table 52. Crosstabulation for H24 111 Table 53. Chi Square Test for H24 112 Table 54. Crosstabulation for H25 113 Table 55. Chi Square Test for H25 114 Table 56. Crosstabulation for H26 115 Table 57. Chi Square Test for H26 116 Table 58. Crosstabulation for H27 117 Table 59. Chi Square Test for H27 117 Table 60. Crosstabulation for H28 119 Table 61.Chi Square Test for H28 120 Table 62. Crosstabulation for H29 121 Table 63. Chi Square Test for H29 122 Table 64. Crosstabulation for H30 123 Table 65. Chi Square Test for H30 124 Table 66. Crosstabulation for H31 125 Table 67. Chi Square Test for H31 125 Table 68. Crosstabulation for H32 127 ix Table 69. Chi Square Test for H32 128 Table 70. Crosstabulation for H33 129 Table 71. Chi Square Test for H33 130 Table 72. Crosstabulation for H34 131 Table 73. Chi Square Test for H34 132 Table 74. Crosstabulation for H35 133 Table 75. Chi Square Test for H35 133 T able 76. Crosstabulation for H36 135 Table 77.Chi Square Test for H36 136 Table 78. Crosstabulation for H37 137 Table 79. Chi Square Test for H37 138 Table 80. Crosstabulation for H38 139 Table 81. Chi Square Test for H38 140 Table 82. Crosstabulation for H39 141 Table 83. Chi Square Test for H39 141 Table 84. Crosstabulation for H40 143 Table 85. Chi Square Test for H40 144 Table 86. Crosstabulation for H41 145 Table 87. Chi Square Test for H41 146 Table 88. Crosstabulation for H42 147 Table 89. Chi Square Test for H42 148 Table 90. Crosstabulation for H43 149 Table 91. Chi Square Test for H43 149 x Table 92. Crosstabulation for H44 151 Table 93.Chi Square Test for H44 152 Table 94. Crosstabulation for H45 154 Table 95. Chi Square Test for H45 one hundred fifty-five Table 96. Crosstabulation for H46 156 Table 97. Chi Square Test for H46 157 Table 98. Crosstabulation for H47 158 Table 99. Chi Square Test for H47 159 Table 100. Crosstabulation for H48 160 Table 101. Chi Square Test f or H48 161 Table 102. Crosstabulation for H49 162 Table 103. Chi Square Test for H49 163 Table 104. Crosstabulation for H50 164 Table 105. Chi Square Test for H50 165 Table 106. Crosstabulation for H51 166 Table 107. Chi Square Test for H51 167 Table 108. Crosstabulation for H52 68 Table 109. Chi Square Test for H52 169 Table 110. Crosstabulation for H53 clxx Table 111. Chi Square Test for H53 171 Table 112. Crosstabulation for H54 172 Table 113. Chi Square Test for H54 173 Table 114. Relationships Between Demographics and In stressation Sources and Attributes 193 xi Table 115. Relationship Between Demographics and Most Important Evaluative cadence 194 Table 116. Relationships Between Brand and In micturateation Sources and Attributes 195 xii CHAPTER 1. INTRODUCTION Introduction to the Problem The era of highly tell apart laptops in the consumer industry is over.No longer does one vendor dominate the market, enjoying their harvesting being seen as exceedingly superior to its com petition. What once served to distinguish a laptop provider has now been equalized across the ho enjoyment every vendor offers the same micro mainframe computers, the same break up capacitor, the same graphics cards, the same networking and wireless functionality. The commoditization of the market has diminished a vendors aptitude to strongly differentiate themselves among consumers. With all things virtually equal deep down the box, what is it that makes a consumer lease one brand over another?Is it still within the box or removed of it that drives the finding? small-arm the evaluative clouding criteria consumers delectation when purchasing these products may be know, what was not known was the impact separately of them have in modify to that conclusion, and whether combinations of these criteria aligned with a certain demographic profile of a customer segment. Background of the Study The introduction of figurer engineering to the consumer market brought with it an e volution of change over within the household that is comparable to(predicate) to the likes of radios and televisions in the 20th century.It served as a catalyst in jumpstarting not only how consumers obtain training but also the rapidity, attribute and density with which they retrieve it. Computers serve as a source of entertainment in addition to its enjoyment as resource and productivity likewisel. 1 Over the years as the benefits of household estimators exponentially increased while simultaneously being realized, the technology had every bit improved at the same rate. What was once a massive box and monitor fetching up an entire desktop was now a sleek, stylish addition to ones decor, the size of it of a coffee table book.What had piggybacked on this technology boom was the paradigm shift in the computer industry from highly proprietary, differentiated and premium outlayd hardware to industry-standard, commoditized components that were priced accordingly. Despite the los s of high margin goods, manufacturers persistd to run the boundaries of the technology to deliver one more choice point to the consumer active computing. The explosion of laptop/ smooth notebooks on to the market foster improved user productivity and tuckd a sense of freedom otherwise unknown.Similar to every market where a hot product enters, manufacturers were quick to replicate and develop their own under their brand. The Personal Computer was viewed by consumers in the United States as a valuable in additionl to enhance productivity and improve the entertainment experience. part the form factor of choice in households today mud the desktop, maintaining more than 50% of the ownership, laptop/mobile notebooks are improving their position, up to 17%. Price disparity between the two remains the primary reason for the gap, although manufacturers are introducing lower priced laptops that directly challenge the price of many desktops.The increase of wireless capabilities a nd the corresponding benefits were beginning to tip the scales toward the mobile computing direction (Daoud & Shim, 2005). truehearted forward from the introduction of the computer to the laptop today, where the market has became saturated with well-known brands, distributively offering virtually indistinguishable products to a population of consumers that are now more educated, have easier access to more schooling to compare and contrast competitive products and at last make a more than more fact- base, 2 cognizant ending.While consumers enjoy the benefit of being more educated with public access to free erudition regarding laptops, manufacturers continue to conduct studies on consumer behaviors behind closed doors. Little to no market segmentation exist publicly that states who the laptop buyer rightfully is. No public studies had been located at this point of this dissertation maturement, as market research studies are traditionally private. What has been analyse is the decision making process itself, grounded in opening and tested in practice, specifically when consumers seek ought the tuition that is available to them.Within the normative mouldinging of decision making, the consumer undisturbed reading about selections, evaluated them based on their relevance and made a decision that go away maximise the value of that decision (Lau, 1995 Abelson & Levi, 1985). How the consumer collected his study pushed the choice strategy he selected. The more difficult the decision task, the more likely strategies allow for be use uped to simplify that task (Johnson & Payne, 1985 Thorngate, 1980). Statement of the Problem As industry standard components within a laptop became more prevalent, the ability to differentiate became more difficult.The commoditization of this market created a challenge for manufacturers to identify the interior(a) motivation among the consumer base that influenced their purchase of one brand over another. This comm oditization had proven it difficult for any one vendor to con posturerably differentiate themselves in the consumer market. Laptop vendors needed to know if descent existed between the profile of these consumers, the most important buying criteria they used when considering the purchase and the final brand that was selected at point of purchase. 3 Purpose of the StudyThe purpose of this study was to de limitine if a relationship existed between the brand of laptop consumers selected and a variety of demographic and evaluative buying criteria considered in the process. The demographic variables examined included age, education level and the degree of technical competence. The result provided laptop vendors a un super C perspective on the consideration and selection phase. The results further enabled useful segmentation of the population to better nates messaging and promotions that go away resonate with the take over audience.There is tremendous business value in vendors gaining insight into the consumers minds nearly this topic as it can drive better market activity to influence awareness, consideration, preference and ultimately purchasing campaigns. Marketing the wrong product features to the wrong audience results in a low marketing Return on Investment (ROI). Customer insight is powerful and can properly navigate the vendor toward the right direction in developing message and value propositions that hit the mark, resulting in high gross sales and higher returns on their investment.Research Questions Humans are inquisitive. They seek to dish the many questions that are posed as a result of their observations and interpretations. Research acts a framingwork to help guide an individual done the process of producing high quality, reliable answers to those questions, enabling better decision making. All research begins with the simplest form of a question. While the process for development and refinement is built into the design of the research and its methodological analysis, the spark of inquiry that fuels it is primal and sanctioned This study strove to answer a series of nine research questions within two categories through the development of relevant hypotheses and use of statistical techniques to either prove or disprove them. Demographics 1. Is there a relationship between the demographics of a laptop user and the brand purchased? 2. Does a relationship exist between the demographics of a laptop user and the most important evaluative buying criteria identified by the consumer in contributing to the purchase decision? 3.Is there a relationship between the relational importance of various nurture sources and the demographics of a laptop user? 4. Does a relationship exist between the between the demographics of a laptop user and the tangible, product-like attributes considered in the purchase decision? 5. Does a relationship exist between the between the demographics of a laptop user and the soft, intangible attributes considered in the purchase decision? Brand 1. Is there a relationship between the laptop brand purchased and the relative importance of various information sources used by the consumer? . Does a relationship exist between the tangible, product-like attributes considered in the purchase decision and the laptop brand selected? 3. Does a relationship exist between the soft, intangible attributes considered in the purchase decision and the laptop brand selected? 4. Is there a relationship between the laptop brand purchased and the most important evaluative buying criteria identified by the consumer in contributing to the purchase decision? 5 Significance of the Study Identifying if a consumer tendency existed toward the use of tangible product attributes, (i. e. speeds and feeds) versus less tangible criteria (i. e. brand awareness, or I like Dells commercials) helped determine the charm course of action to influence them throughout their purchase journey. For instance, a 75 year-old female with a High School Diploma and no technical background would consider the purchase of one laptop over another for very different reasons than a 30 year-old Computer Technician who is heavily into gaming. Each individual develops his or her own collective raiment of attributes that is evaluated, assessed and weighed to enable a purchase decision.By better understanding the relationships between the criteria, including their relative importance in relation to demographic variables, laptop vendors can more finishedly target the appropriate value proposition that allow for resonate with the intended audience. This type of tensenessed segmentation and targeted messaging can result in a higher Return on Marketing Investment (ROMI). The better render vendors are to send the right message to the right audience, the better the likelihood it will result in increased sales.The number one function of Marketing is to grow the top line by woof the sales funnel with prospective buyer s. Definition of Terms The interpretations below were sourced from the online technical resource, whatis. com. Application program port (API). An industriousness program port (API and sometimes spelled application programming interface) is the specific method prescribed by a computer operating system or by an application program by which a programmer writing an application program can make requests of the operating system or another application.An API can be contrasted with a graphic user interface or a command interface ( twain of which are direct user interfaces) as interfaces to an operating system or a program. 6 (Retrieved October 14, 2006 from http//searchexchange. techtarget. com/sDefinition/0,,sid43_gci213778,00. html) Commoditization. Commoditization is the instauration of like attributes to a product or service. When a product becomes indistinguishable from others like it and consumers buy on price alone, it becomes a commodity. (Retrieved October 14, 2006 from http/ /www. investopedia. om/terms/c/commoditization. asp) Digital-to-analog conversion. Digital-to-analog conversion is a process in which signals having a a few(prenominal) (usually two) define levels or states (digital) are converted into signals having a divinatoryly infinite number of states (analog). A common example is the affect, by a modem, of computer data into audio-frequency (AF) tones that can be transmitted over a twisted pair telephone line. The circuit that performs this function is a digital-to-analog converter (DAC). (Retrieved October 14, 2006 from http//searchsmb. echtarget. com/sDefinition/0,,sid44_gci213875,00. html) Graphics card. A idiot box adapter (alternate terms include graphics card, display adapter, video card, video board and almost any combination of the words in these terms) is an integrated circuit card in a computer or, in some cases, a monitor that provides digital-to-analog conversion, video RAM, and a video controller so that data can be sent to a computers display. Today, almost all displays and video adapters adhere to a common denominator de facto standard, impression Graphics Array (VGA).VGA describes how data essentially red, green, blue data streams is passed between the computer and the display. It also describes the frame refresh rates in hertz. It also specifies the number and width of horizontal lines, which essentially heart and souls to specifying the resolution of the pixels that are created. VGA supports four different resolution settings and two link image refresh rates. (Retrieved October 14, 2006 from http//searchsmb. techtarget. com/sDefinition/0,290660,sid44_gci213290,00. html) Hard harrow.A hard disk is part of a unit, often called a disk drive, hard drive, or hard disk drive, that stores and provides relatively quick access to large amounts of data on an electromagnetically charged surface or set of surfaces. Todays computers typically come with a hard disk that contains several(prenominal) billi on bytes (gigabytes) of storage. A hard disk is really a set of stacked disks, each of which, like phonograph records, has data recorded electromagnetically in homocentric circles or tracks on the disk. A head (something like a phonograph arm but in a relatively fixed position) records (writes) or sympathises the information on the tracks.Two heads, one on each side of a disk, make or write 7 the data as the disk spins. Each read or write operation requires that data be located, which is an operation called a seek. (Data already in a disk cache, however, will be located more quickly. ) A hard disk/drive unit comes with a set rotation speed varying from 4500 to 7200 rpm. Disk access time is measured in milli sulfurs. Although the physical location can be identified with cylinder, track, and sector locations, these are actually mapped to a transparent block address (LBA) that works with the larger address range on todays hard disks. (Retrieved October 14, 2006 from http//searchsto rage. techtarget. com/sDefinition/0,,sid5_gci212227,00. html) Laptop/mobile computer. A laptop computer, usually called a notebook computer by manufacturers, is a battery- or AC-powered in the flesh(predicate) computer generally smaller than a briefcase that can easily be transported and conveniently used in temporary spaces such as on airplanes, in libraries, temporary offices, and at make fullings. A laptop typically weighs less than 5 pounds and is 3 inches or less in thickness. Retrieved October 14, 2006 from http//searchmobilecomputing. techtarget. com/sDefinition/0,,sid40_gci213610,00. html) Operating system. An operating system (sometimes cut as OS) is the program that, after being signly loaded into the computer by a boot program, manages all the other programs in a computer. The other programs are called applications or application programs. The application programs make use of the operating system by making requests for services through a delineate application program interface (API).In addition, users can interact directly with the operating system through a user interface such as a command language or a graphical user interface (GUI). Retrieved October 14, 2006 from (http//searchsmb. techtarget. com/sDefinition/0,,sid44_gci212714,00. html) Processor. A processor is the logic circuitry that responds to and processes the basic instructions that drive a computer. The term processor has generally replaced the term central touch on unit (CPU). The processor in a individualised computer or embedded in small devices is often called a microprocessor. Retrieved October 14, 2006 from http//searchsmb. techtarget. com/sDefinition/0,,sid44_gci212833,00. html) RAM. RAM (random access depot) is the place in a computer where the operating system, application programs, and data in current use are kept so that they can be quickly reached by the computers processor. RAM is much faster to read from and write to than the other kinds of storage in a computer, th e hard disk, floppy disk, and CD-ROM. However, the 8 data in RAM stays there only as long as your computer is running. When you turn the computer off, RAM loses its data.When you turn your computer on over again, your operating system and other files are once again loaded into RAM, usually from your hard disk. RAM can be compared to a soulfulnesss short-term memory and the hard disk to the longterm memory. The short-term memory focuses on work at hand, but can only make so many facts in view at one time. If short-term memory fills up, your brain sometimes is able to refresh it from facts stored in long-term memory. A computer also works this way. If RAM fills up, the processor needs to continually go to the hard disk to overlay old data in RAM with new, slowing down the computers operation.Unlike the hard disk which can become completely full of data so that it wont accept any more, RAM never runs out of memory. It keeps operating, but much more slowly. Retrieved October 14, 2006 from (http//searchmobilecomputing. techtarget. com/sDefinition/0,290660,sid40_gci214255,00. html) Conceptual Framework What is it that compels a consumer to purchase the Dell laptop instead of the HP when a consumer is comparing them side by side? Is it just the price? Has the consumer oldly had a bad experience with HP? atomic number 18 the Dell commercials intriguing enough to make consumers think they look like a fun smart set so their products must be the best? Does someone from a younger generation with a higher degree of technical competency tell an older family member that Dell is the only thing to buy? What drives the decision, and is there any relationship between those drivers and the consumer profile making them? Howard-Sheth (1969) and Engel (1983) developed models that can develop and betoken valet behavior and how it link up to decision making, focusing on the process, scholarship and perceptions and emplacements.But did a primal set of attributes exist that could influence that decision one way or the other? Specifically as it related to technology, the Technology Adoption copy (TAM) proposed five attributes that will be discussed in greater detail in Chapter 2. They 9 include (a) perceived usefulness, (b) perceived ease of use, (c) relative advantage, (d) technology attitude, and (e) brand (Taylor & Todd, 1995). The first of several variables analyze in this study was the brand of laptop selected in the purchase decision.Additional variables included both(prenominal) tangible, product-related factors like price and features as well as intangible, brand-related attributes like brand image and outside recommendations. The demographic variables were age, education, gender and level of technical competency. What was tested is the existence of a relationship between these variables and the laptop brand purchased. For example, whether or not the competency level of the consumer influenced the purchasing decision was studied.It is often co njectured that those consumers with a high level of technical competency may have a tendency to align more with the physical attributes versus with lower levels that choose to align emotionally. The age of the consumer is another indicator, as it is often speculated whether younger consumers make buying decisions based on intangible attributes such as brand image while older consumers depend more heavily on the more tangible attributes like reliability. Organization of the Remainder of the StudyChapter Two reviews the relevant literature examining decision-making conjecture at its most basic level and then delves deeper into consumer choice as it relates within that theory and further reviews specific attributes that would affect that choice and the role that brand equity plays within. Chapter Three reviews the methodology of this flashary research study while Chapter Four presents the analysis of the data. The final Chapter provides a thorough review of the findings including rec ommendations to vendors and future research. 10CHAPTER 2. LITERATURE REVIEW Introduction Fundamental to unlocking the secret of internal motivations surrounding consumer purchase is understanding three key areas (a) decision making theory that serves as the foundation and the role information plays in this process and the scholarship strategy of the user, (b) what drives consumer choice and the attributes that act as influencers to ultimately enable purchase decisions, and (c) importance of brand and the resulting brand equity that contributes to a consumers choice to purchase.Each of these three areas will be reviewed in this chapter. Decision Making possibleness Data is data, but information is power. When data can be transformed into information, the user is equipt with better decision making tools. Different data can become information to different people, all based on its relevancy to the user in achieving the desired goal of making an informed decision. The stages a consumer experiences in working through this process are similar, and a certain sense of consistency has emerged as a result of continuous research roughly decision making.Decision Making supposition and Information intimateness In order for a decision to be made, an individual must first identify a perceived need that must to be met. As mentioned, for this intervention, the individual will be identified as a consumer with the need for a product or service. Then the process begins. Within the normative 11 model of decision making, the consumer collects information about ersatzs, evaluates them based on their relevancy and makes a decision that will maximize the value of that decision (Lau, 1995Abelson & Levi, 1985).Otherwise known as the value-maximization theory, the normative model has been criticized as too broad, ignoring man point of accumulations (Moorthy, Ratchford & Talukdar, 1997 Thaler, 1985), and an evolutionary, bounded rationality model emerged to enhance it. Here consu mers were assumed to have limited processing capability, selectively search alternatives and terminate the search when a suitable solution has been found (Simon, 1985). Further criticism emerged from this model as well. By selective selection, the consumer is compromising the random character of the information search and may agree the decision choice.How a consumer collects his information affects the choice strategy he uses. For example, decision makers choose a certain strategy depending on the conglomerateity of the task. The more complex the decision task, the more likely people employ strategies to simply that task (Johnson & Payne, 1985 Thorngate, 1980). While several theories exist, the valuemaximization/normative model has remained relatively intact and enhanced with the limitation of human processing capacity. Rationality Substantive Versus ProceduralThe first stage of defining relevancy as it relates to the consumer decision process within Abelson and Levis (1985) frame work is grounded in the notion that consumers are rational and have the ability to apply a certain sense of logic to the determination and definition of relevant information to attend them in the decision making process. Consumers are considered rational decision-makers in the traditional economic theory of consumer behavior. They put through choice strategies that are the most advantageous to their outcome, based on their perception of the decision environment.The use of damage/benefit analysis demonstrates optimal nature of the 12 consumers strategy (Moorthy, Ratchford & Talukdar, 1997 Payne, 1982). In addition Simon (1985) suggests that every consumer, when making a decision, has and uses a gain function that gifts a ranking within the alternatives and enables the selection of the product with the highest utility. This process assumes a substantively rational solution. Procedural rationality as defined by Simon (1985) is the flexible nature of human ehavior that adapts and a djusts to the external factors facing and internal factors constraining the consumer. Because it was developed within psychological science and the primary focus is on the process, procedural rationality concentrates on the process that dumbfounds a particular behavior rather than the outcome. The blueprint is to observe the individual and the process though which they work that will generate the rational thinking behind the decision. Compensatory Versus Noncompensatory Choice Rules The two major rules guiding choice strategies discussed in the literature are compensatory and noncompensatory.They are differentiated based on three characteristics the level of attractiveness, commensurability across attributes and form of processing (intradimensional versus interdimensional). The former describes a complex and sophisticated method for Abelson and Levis (1985) third element of decision making, information integration, while the latter evenly descriptive to information integration d eploys a simplistic barbel. Each of these rules is also used in the second stage of information collection. Compensatory choice rules require commensurability, enabling trade-off of attribute value of one over another.For example, when purchasing a home, the total square footage may be sacrificed for an ocean view. The level of attractiveness of each of these attributes could be high but trade-offs on initial ranking could occur. Generally compensatory choice mandates an 13 interdimensional form of processing, where the consumer assigns an overall rating to each attribute in the choice set (Abelson & Levi, 1985). Noncompensatory choice rules differ. Commensurability is not required, and attribute trade-offs are not allowed. Within this category of rules, there exist conjunctive and disjunctive rules.Both require a set of cutoffs on the choice dimensions. The conjunctive rule assumes a minimum set and product rejection when it does not exceed all of them. The form of processing is interdimensional. Using the home search example above, the consumer using a conjunctive, noncompensatory rule would consider each home separately and reject either if it did not meet both the square footage and view requirements. A cautiousness to this rule is that if more than one product exceeds all of the requirements, the model will yield an equal number of acceptable alternatives.At this point, the consumer would either develop more stringent cutoffs or use a different choice rule that would yield only one solution. Disjunctive rules also require those cutoffs, although the filter is different. An alternative would be considered acceptable if it has at least one value greater than the corresponding cutoff (Abelson & Levi, 1985, p. 260). With the home example, the homes to be considered acceptable would have at least the desired square footage or view. Both are not necessary.The caveat to this rule is that a different set of cutoffs would generate a different set of alternative s, allowing for multiplex choices. The same issue applies to the conjunctive rules. Information Search Strategies one time the relevancy is determined the surgical approach in searching for information can begin. The strategies are lettered and deployed cumulatively as the consumer steers his way through the process. The search strategies enable the integration of the information and the eventual selection of the product, exploring all three stages of Abelson and Levis (1985) model 14 elevance, assembly and integration. First the idea of rationality enables the definition of relevance. That breaks through to pave the way for assembling information which in turn enables the integration. An emergent belief exists among decision science researchers that consumer preferences are often times developed during the decision process rather than being preexistent (Tversky, Sattath & Slovic, 1988 Bettman, 1979). People often do not have well-defined preferences instead, they may construct them on the bandage when needed, such as when they must make a choice (Bettman, Luce & Payne, 1988, p. 88). The concept of constructive preference enhances the ideas of Simons (1985) bounded rationality and limited processing capacity. It introduces the dynamic of human learning and adaptability, further refining the concepts to explain the intricate actions of consumer behavior and decision making. One important property of this constructive viewpoint is that preference will often be highly context government issue. This implies that processing approaches may change as consumers learn more about problem structure during the course of making a decision (Bettman, Luce & Payne, 1988, p. 88). Agility connotates a level of intelligence and rationality, bound together by reason and logic. Three search strategy models exist defined by the underlying choice rules (compensatory versus noncompensatory and interdimensional versus intradimensional) linear, additive difference, conjunctive a nd elimination-by-aspects (Payne, 1976). The additive model represents the consumer choosing between multi-attribute products by evaluating each product separately in a pre-determined choice set, an interdimensional form of processing.Each product attribute is first analyzed and then combined with other attributes that are perceived by the consumer to deliver the most value thereby creating the choice set (Lau, 1995). 15 In contrast, an intradimensional rule is employed within the additive difference model. Products are compared at the individual attribute level, differentiation is identified and the sum of the results is used to identify the best product. With both the linear and additive difference models, the strategies use a compensatory strategy (Lau, 1995). A non-compensatory strategy is used for the elimination-by-aspects (EBA) model.In underground to the linear and additive difference models, EBA does not support commensurability (i. e. value tradeoffs). Product attributes a re weighted based on perceived importance of the consumer. The attribute is then selected with probability proportional to its weight. Those products that do not meet the proportional values for the selected attributes are eliminated. The consumer considers only one product attribute at a time, an intradimensional form of processing (Tversky, 1972). Information touch Theory of Consumer ChoiceThe theoretical framework of Bettmans (1979) Information Processing Theory of Consumer Choice (IPTCC) consists of six key elements that represent the hypothetical value chain, each chronologically and cumulatively dependent on the other, with four key abstract points (a) the choice process is iterative and goal-directed, (b) rather than strictly sequential, the process is cyclical, (c) in certain circumstances consumers abandon the conscious decision process in placement of learned rules and procedures, and (d) selection or what is termed choice decisions can be made at several different level s within the process.Considerable research has proven that individuals possess a limited capacity to process information, and when required to consider multiple attributes simultaneously the ability decreases, further limiting the processing capability (Bettman, 1979 Dawes, 1976 Lindsay & Norman, 1972 Norman & Bobrow, 1975 Simon, 1969). The first of six elements, processing 16 capacity, contributes to the theory that with limited capability, the use of heuristics (simple decision strategies) and previous experience plays a significant role in decision making.Braunstein (1976) defines heuristics as uncomplicated problem-solving methods that generate acceptable results to often complicated problems. The outcome is achieved by limiting the search to only possible solutions. Lau and Rediawsk (2001) define them as problem-solving strategies (often employed automatically or unconsciously) which serve to keep the information processing demands of the task within bounds (p. 252). There is n o argument that heuristics are used in place of capacity and processing capability.Primitive in nature, they compensate for these gaps and enable more accurate choices with minimal cognitive effort (Abelson & Levi, 1985). Internal motivation dictates the amount of the limited processing capacity that is consecrated to a particular decision making activity. It also affects the choice of one behavior rather than a different one, as it prescribes a certain action that drives the consumer to a particular outcome (Bettman, 1979). A caveat to be considered regarding motivation is the control issue that motivational or emotional forces present.They tend to produce a sense of irrationality that may lead to judgmental biases (Abelson & Levi, 1985). Internal motivation is personal and drives unique behaviors in each consumer, tho the end result is the same. A purchase decision has been made. The drivers that triggered the process are likely different as is the path taken. The third element, attention and perceptual cryptogram, breaks attention into two different categories automatic and involuntary. Voluntary attention occurs when a consumer consciously allocates his processing capacity toward an intended action while prosecute a pre-determined 17 goal.Involuntary attention on the other hand occurs as an allocation of effort to stimuli based more upon automatic mechanisms than upon current goals (Bettman, 1979, p. 25). As Bettman (1979) and Abelson and Levi (1985) posit, consumers acquire information they deem relevant to aid in achieving the goal of making decision. In addition the information must be evaluated for relevancy. Information acquisition and evaluation, the quartern element of the IPTCC, suggests that a conscious information processing effort is present only in a complex choice scenario. Consumers tend not to seek out new information when making a habitual choice.For situations where information is sought, two sources exist internal memory and external. Information from ones memory is what Bettman (1979) refers to as strongly associated, proposing that little processing effort is necessary. For example, when a consumer frequently purchases their favorite brand of toothpaste, any type of information processing is absent. The decision is made without thought. Information stored in memory, prior knowledge, does affect the information processing model and has been studied extensively (Brucks, 1985 Johnson & Russo, 1984 Bettman & Park, 1980).Different measures within the prior knowledge concept have been studied including frequency of purchase (Bettman & Park, 1980), formal training (Sujan, 1985Hutchinson, 1983) and self-reporting (Johnson & Russo, 1984 Alba, 1983). For situations when the information in memory is either non-existent or insufficient, it will be sought externally from a variety of resources. Bettman and Kakkar (1977) support the series of studies that have been conducted to show that how a consumer collects information i s heavily dependent on the format in which that information is presented (Capon & Burke, 1977 Payne 1976 Tversky, 1969) .The search patterns differ as the display format does. The strategies employed by a consumer in selecting a 18 particular product over another have been boiled down to two emerging patterns Choice by Processing Brands (CPB) and Choice by Processing Attributes (CPA). Information is gathered on several attributes of one brand first and then collected on a second, a third, and the process continues with CPB. CPA strategy is used by consumers who first look at one attribute across several brands and then proceed to the second attribute. These could be referred to as vertical (CPB) versus horizontal (CPA) approaches to brand products.The use of these strategies by consumers to assembly relevant information to enable their decision is strongly affected by the structure of that information being presented. The consumers use of cost/benefit analysis demonstrating rational ity was discussed earlier as it related to the determination of relevancy. This is also applicable to discuss as it relates to the information search of that relevant content. Within the context of information search, the same patterns apply. A consumers search is optimized when the perceived benefit and cost of that search are considered.Experience increases expertise and drives the demand for more information, while product knowledge decreases the demand (Moorthy, Ratchford & Talukdar, 1997). The degree of pre-existing knowledge versus the perceived cost of acquiring new knowledge in an effort to decide which product is the best fit for the need is weighed. When a consumer searches on a brand and retrieves all the attribute information desired, the uncertainty of that brand is removed, and its true utility revealed (p. 265), thus producing a high benefit relative to a lower perceived cost of information acquisition.If the consumer brings existing brand knowledge, the perceived c ost is even lower. Moorthy, Ratchford and Talukdars (1997) study was able to show that these factors affect the search behavior of the consumer and highlight the raise prior brand knowledge has on the search process. 19 Svenson (1979) summarized several studies in this area, documenting that an increase in the number of product attributes to be considered had a greater effect on the information search than a comparable increase in products. The limited processing capacity of consumers is clearly demonstrated here.An interesting point to consider is the difference in effect of information collection between the change of product attributes versus number of products. The more attributes, the less information consumers sought. Multi-attribute products, while warranting more information yet resulting in the collection and assembly of less, would lead one to conclude that these types of products and the choices presented to the consumer yield less than preferred results for both the co nsumer and product vendor. Vendors should integrate these learnings into the development of their products and corresponding attributes.In referring back to the third stage of Abelson and Levis (1985) decision making theory, integrating information to make decisions, Bettmans (1979) concept of perceptual coding supports it. Perceptual coding describes the process through which a consumer navigates by interpreting the meaning of information to which he has directed attention. some(prenominal) theories propose that the interpretation of that information is developed by using both information from memory and the perceptual input itself (Bettman, 1979, p. 25 Lindsay & Norman, 1972).In addition to perceptual coding, the amount of information the consumer collects in the assembly stage can contribute to the success of a quality decision or the failure of a low quality decision. Bettman, Luce, and Payne (1998) found the following Decisions become more difficult as the amount of informatio n increases, as the time resources available for processing the information decrease, as the degree of conflict among attributes increases, as the amount of missing information increases, as the information display format becomes less organized or more complex. (p. 199) 20Information load can be defined as the independent number of informational items. When asked to choose between two products, consumers search equally on both alternatives demonstrating the use of a compensatory decision rule. When asked to review and choose between several products with more attributes to consider, the search concentrates on only a few attributes within the choice set, utilizing a noncompensatory strategy. When faced with too many options, consumers reduce the amount of information collected by artificially reducing the number of alternative product combinations to achieve the objective of choosing one product (Payne, 1976).Less information is sought and noncompensatory strategies used to simplify the task. While time pressure may contribute (Wallsten, 1980 Wright, 1974), findings of these studies conclude that the use of simpler, less optimal rules enable the otherwise complex task to be completed (Abelson & Levi, 1985). Information load and decision quality are reciprocally related. High levels of information can considerably reduce decision quality.In research conducted by Malhotra (1982), the effects of a wide range of content and information on decision quality was studied with a wide-ranging set of measures including a self-determination of overload. The results of the study support the theory and existence of relationship between the amount of information a consumer sees and the quality of the decision made in support of that information. Consumers who are faced with too many attributes are cognitively unable to make the number of necessary comparisons to thoroughly rank them. As a result, they resort to simple choice rules and heuristics to achieve the objective.Furth er studies by Scammom (1977) suggest that when confronted with increasing amounts of information, consumers will likely split their time between all of the informational objects create a dilution of the content consumption and eventual overload, causing low decision quality and dissatisfaction among the consumer over their product choice. 21 The final element of the Process, consumption and learning, refers to the consumers progression through the stages to arrive at a final purchase decision and ultimately consume the product. The experience as a result of the purchase and consumption can be recycled and used as information for uture purchase decisions. In a world of endless data, the skill to convert it into useful information to enable an educated, high quality decision is greatly coveted. The three stages of relevancy, assembly and integration are equally important and equally deserving of further observation as they relate to consumer decision making. The more data, the less l ikely the consumer is able to wade through it and result in a quality decision. A paradox exists. Consumers crave data. They covet information. Yet when presented with a limitless supply, they are overloaded and forced to ignore the abundance.The human condition creates an environment that sustains the individual and supports them in their decision making process. With too much, we get less. With too little, we get less. The careful, touchy balance between starvation and overload is the utopia vendors need to obtain to better enable more satisfied, higher quality decisions consumers can enjoy. Consumer Choice Through Decision Making This section will introduce to the reader the models that support the underlying drivers to consumer choice and the attributes that act as influencers to enable purchase decisions.It will answer the questions what drives consumer choice and what attributes from those drivers influence purchase? The reader will understand how the consumer approaches the concept of making a decision and the internal, processes and tools he uses to arrive at that decision. For the purposes of this discussion, the scope of attributes influencing purchase as they relate to consumer choice will be bound to the area of technology adoption. The concepts of consumer 22 choice and decision making are described in the general context. Discussion relation to them focus in on the technology adoption component.Choice can be a double-edged sword. When not faced with it, one feels mandated. When faces with its entirety, one feels overwhelmed. In between exists a delicate balance, once where the decision-maker believes enough in the way of resources has been allocated to enable him to generate a high quality decision. In the context of consumer choice, the process an individual assumes to ensure the quality is driven by the individual, similar in methodology to all but unique in deployment. Drivers to Choice What drives a consumer to choose one product over anothe r?What combination of variables, alternatives, external or internal factors compels the decision? The answer, intricate in its delivery yet simple in its response is vestigially human behavior. How humans process information and make choices almost the selection and consumption of products is fundamentally to answer the question of what drives the actions. Swift and continuous technological change in conjunction with the explosion of information sources like the web and television have given consumers too much choice within a time-pressured environment. How can consumers adapt and cope with the decisions they make?Bettman, Luce and Payne (1998) suggest the process is adaptative and present a conceptual framework of five components that helps unlock the secret of understanding the process consumers support to form their purchase decisions. Howard and Sheth (1969) focus on four stages of attitudes, perceptions and learning, while Engel (1983) focuses on decision making as problem solving. This section of the paper will guide the reader through a series of theoretical and applied behavior models that provide the foundation, structure and eventual answer to the question what drives consumer choice? 3 structural Consumer Choice Processes in Summary Is the consumer choice process adaptive? Are consumers agile enough to recognize at a moment in time through reflection that a different approach might yield a more acceptable outcome? Bettman, Luce and Payne (1998) say yes, and support it with five summary concepts that will be presented here. Consumers are goal oriented and develop their process for making a choice to achieve their goal. Driving factors include motivation, like increasing decision quality, reducing effort level or decreasing negative emotions.Because consumers are rational in nature, they also recognize that limited cognitive processing capability requires them to selectively process the most relevant information (Bettman, Luce & Payne, 1998). Con tinuing with the theme of information, consumers do differ in the rules and strategies they employ when collecting and analyzing it. Several argue that increased knowledge and expertise better enable the consumer to assess the information and select more effective decision strategies (Alba & Hutchinson, 1987 Russo & LeClerc, 1994 West, Brown & Hoch, 1996).Even further down the discussion with information, Bettman, Payne and Luce (1998) state that how the information is displayed and presented can also affect/influence the consumers decision. Using Slovics (1972) principle of concreteness as the basis for their argument, they demonstrate that consumers are more likely to use information that is explicitly displayed and will use it in the form it is displayed, without transforming it (p. 202). Consumers will also vary their process when product categories are comparable and noncomparable.Comparable choices are product alternatives in choice sets that have similar attributes, like a BM W versus a Mercedes. Noncomparable categories imply no similar attributes, like comparing cellular phone to a Mercedes. In those kinds of situations consumers 24 tend to develop more abstract attribute or compare overall evaluations (Bettman, Payne & Luce, 1998, p. 203) to process the information. Time unobtrusiveness is the fifth and final contributing element to an adaptive decision process. Time dictates availability to process, compare and choose.Consumers will limit each phase as appropriate to accommodate the constraints (Betmman, Payne & Luce, 1998). Howard-Sheth Model Four stages exist within the Howard-Sheth (1969) model, all to occur sequentially, building cumulative momentum to aid the consumer in his choice (a) inputs, (b) perceptual constructs, (c) learning constructs, and (d) outputs. The inputs a consumer receives are a series of informational objects around the brand or product that can be categorized in three ways, significative, symbolic or social. Information ar ound the physical attributes of a product, like features and functionality are significative.Verbal and visual information in the form of advertising is symbolic, and social content is received through the consumers social environment by means of product legal opinions and recommendations (Warner, 1997). Perceptual constructs are built as a result of the informational inputs. While the inputs serve as the foundation on which to develop a purchase decision, the perceptual construct further refines the base to filter those inputs and frame them in a manner that is understandable for the consumer. Two different actions occur here to achieve that objective, contributing to the goal stimulus ambiguity and perceptible search.Stimulus ambiguity is not an action, rather an experience however, the phenomenon describes a state of confusion and lack of clarity around the messages attempting to be received by consumer that thwarts the progress. While many might consider an obstacle like this to take from the goal, it contributes strongly by leading the consumer to an overt search, concentrating on collecting intelligence/information about the subject of the 25 message. Not every consumer experiences ambiguity and not every consumer will conduct an overt search.These two actions result in a stronger, more vetted set of perceptual constructs that prepare the consumer to learn (Warner, 1997). Learning constructs are strongly influenced by the preceding perceptual constructs. Four learning constructs exist, each driving different reactions, although each equally driving choice (a) motivation, (b) brand comprehension, (c) confidence, and (d) attitude. Consumers are motivated to satisfy a perceived need, and it is this internal motivation that influences the evaluative criteria used to select the appropriate product to purchase (Warner, 1997).Howard and Sheth (1969) argue that perceptions can be influenced. Brand comprehension simply defined is a consumers overall perceptio n of a product. Targeted messaging, previous experience with the brand and external recommendations from trusted sources are three primary factors that influence and drive product choice over another. Brand comprehension, Howard and Sheth (1969) argue, has an equally powerful capability of influencing consumer attitudes toward particular products (Warner, 1997).The work and navigation through a series of stages up to this point all contributes to the level of confidence the consumer experiences toward the capability of a particular product to satisfy his initial, perceived need. Confidence determines the next step. Does the consumer feel confident that he is on the right path, that enough information has been collected and properly filtered to aid in his decision? Does he feel as though he has missed something, or has the work up to this point secured his position allowing him to develop an attitude about his selection? view and confidence drive the intention to purchase, which lead s to the actual purchase or output. Attitude is developed as a result of the confidence created by consumer wile 26 forming hi opinion through collecting information by way of inputs, developing perceptions as a result of learning from those perceptions. The output is the purchase. Engel Model The Howard-Sheth Model (1969) places greater emphasis on perception, attitudes and learning, while the Engel Model (1983) concentrates on decision-making processes.The Engel Model (1983) views consumer decision-making as a problem-solving exercise, assuming the purchase of a particular product will resolve the initial problem. The most common sequence within a decision-making framework introduces six stages of the consumer experience (a) define the problem, (b) generate alternative solutions, (c) evaluate alternatives, (d) decide on the solution, (e) implement decision, and (f) monitor results. Engel (1983) enhances the sequence by overlaying the driving human factors behind the sequence, pres erving the process.Motivation drives the recognition of a need to define the problem in the first stage. To generate alternative solutions in the second, the consumer must conduct an information search. The evaluation stage is where consumers employ a series of decision rules and strategies, dependent on the amount of information and the limitations of their processing capacity to eventually arrive at a decision (Warner, 1997). Theory of Reasoned Action (TRA) Fishbein and Ajzens (1975) Theory of Reasoned Action (TRA) stems from social psychology and the focus on the determinants of consciously intended behavior.In its simples form, the theory suggest that an individuals actions are a direct result of his intentions that are based on personal attitudes and social norms toward a particular behavior. Attitudes related to the evaluation of personal beliefs that a behavior will generate a certain outcome and 27 consequence. Intentions to engage in particular behavior are additionally aff ective by subjective norms, the persons perception that most people who are important to him or her think that he or she would or should not perform the behavior in question (Fishbein & Ajzen, 1975, p. 302).It is a social filter of sorts, a conscience to play back the potential outcome before it occurs to allow the individual to assess the risks and rewards. Theory of Planned Behavior (TPB) Recognizing that TRA as a predictor of actual behavior was solid in its fundamental assumptions, was at the same time limited with respect to analyzing only those behaviors that were under an individuals control, Ajzen (1991) introduced the Theory of Planned Behavior (TPB). TPB supplements TRA by appending the control factor. TPB adds the perceived behavioral control component as a determinant of intentions to perform a behavior.Perceived behavioral control refers to an individuals assessment of the presence or absence of requisite resources and opportun