Color as a Symbol and Symbolism in Toni Morrisons Beloved Essay

Use of Color as a Symbol in Beloved In Beloved, Toni Morrison portrays the barbarity and cruelty of slaveholding. She emphasizes the African Americans desire for a new life as they try to escape their past while claiming their freedom and creating a sense of community. In Beloved, Much of the characters pain occurs as they reconstruct themselves, their families, and their communities after the devastation of slavery (Kubitschek 115). Throughout the novel, Morrison uses color to symbolically represent a life complete with happiness, freedom, and safety, as well as involvement in community and family. In many scenes, Morrison uses color to convey a characters desire for such a life while, in other instances, Morrison utilizes color to illustrate the satisfaction and fulfillment, which the characters experience once they achieve this life. Morrison uses color to symbolize the life Paul D desires as he is picture gallery North. When Paul D asks the Cherokee man how he might get Nort h. Free North. Magical North, (Morrison 112) he conveys his desire for a free, safe, happy and even somewhat charming life. Equating color with this life, the Cherokee man replies, Follow the tree flowers. When one thinks about or describes flowers, their colors are always important. In his journey North, Paul D would scan the horizon for a flash of pink or white...or blossoming plums (Morrison 113). By having Paul D search for colorful flowers, Morrison illustrates Paul Ds desire for a life full of safety, enjoyment, and freedom. Just as Paul D desires a better life after slavery, so does Baby Suggs. As a slave, Suggs was suppressed and did non experience the type of life she desired. Morrison indirectly demonstrates... ...e beauty of this land that was not theirs (Morrison 268). They cling to its banks to lap water and tried not to love it for, their life was not their own (Morrison 268). Thus, when the slaves are able to experience color, like Denver when she is a part of the community, the symbolism of color is very powerful. It symbolizes a characters ability to own a feeling or emotion. For example, when Sugars dies, she concentrates on color because that is one thing in her life which she owns. The effects of slavery have destroyed her family, community and even freedom. Therefore, she focuses on color because it is her own experience and the happiness she feels from pondering color is her own. Works Cited Kubitschek, M.D. Toni Morrison A Critical Companion. capital of the United Kingdom Greenwood Press,1998. Morrison, Toni. Beloved. New York Plume Printing, 1987.

Black Americans Struggle in Baldwins Stranger in the Village :: Stranger Village Baldwin Essays

Black Americans Struggle in Baldwins Stranger in the colony In ?Stranger in the Village? (1955), James Baldwin, a writer born and raised in Harlem, experiences extreme emotions during his stay in a tiny Swiss village(127). James Baldwin?s feelings of inadequacy and insecurities of being an American down in the mouth man bring out a rage in him toward the white mans power over him. His deep feelings of outrage, bringing back hurtful memories as a dark child in America, are revived as he is forced to await the unintentional cruelties of the villagers. Baldwin asserts that even the most simple-minded white man has more control and history over Baldwin than Baldwins desire to reclaim his culture. As his outrage mounts, Baldwin admits that the black man intends to make the white man stop acknowledging him as an exotic rarity and recognize him as a human being(131). Baldwin further reveals he is tired of getting looked at with curiosity and deception he desperately yearns to be ac cepted as an American man. Furthermore, Baldwins anguish at the loss of the American Negro slaves history, as it was taken away from them, enrages and saddens him, yet he doesnt truly blame the white man because the white Americans were only following in the footsteps of the Europeans of the past. In this context, from Baldwins perspective, Europeans experienced no dilemma of conscience towards the black man, and he just did not exist for Europe(132). Americans, on the other hand, faced a moral conflict to recognize the black man?s identity without poisoning their own (133). Despite his rage and aggressive support of the black man?s struggle in America, he strove for humane treatment in a racist society. Baldwin sought to bring about acceptance and a better future for black Americans and having feelings of inadequacy and insecurity determined him to bring change to America ?This world is white no longer, and it will never be white again?(135). This statement is not meant to be ta ken at face value.

Eulogy :: essays research papers

Living Eulogy OutlineTopic The life of Issac Harman V.Purpose To give background information and specifics of his life.Introduction On Oct. 12 1983 in Sinai hospital, a young man by the name of Issac Harman V was born. Since that day Issac has lived in Baltimore, Maryland all his life. He was raised by his mother and grandmother mostly his grandmother. From a quick meeting with him you most commonly observe that he is a very ataraxis person who seems no to have much to say. Even so if you know him you learn Issac is a person who likes to have fun, likes to play sports, hang out with friends, retributory chill, and is a very family oriented person. He also want to be known as a cool and relaxed person. Also as a someone who cares for the ones he loves.BodyI. PastA. Raised by his grandmother and mother (mostly grandmother)1. Has a brother and sister which are younger2. Very lasting and secure environment growing up.3. Grandmother was protective just wanted what was best for himB. U ncle Boobie- favorite uncle1. Showed him a lot about life.2. Come form zilch now has 5 cars and a big house.3. Like a role model, showed if you believe you can achieve.4. Father showed broke down life, school, and girls to him. Basically taught him how to be a man.C. Culture/ Background1. Important being black have to go through many trials and it is hard.2. Things you learn are different from other races3. Cultural background not that important it helped him to learn and understand.II. Present.A. Presently attends DSU1. Major is Mass Communications2. School is Frustrating to him B. Excited and anxiously awaiting the arrival of his daughter.1. Saving money2. workings hard at Sears to get money

Ital is Vital :: essays papers

Ital is VitalFood is more than fuel for our bodies, it nourishes our souls and feeds our hearts. A significant part of Rastafarianism is eating Ital. Ital is a rastafarian term for a saltless and vegetarian diet. Not both rastafarians strictly follow this diet, however it is held as an ideal. In Nyabinghi ceremonies, eating Ital is part of the ritual protocol for all participants.There are umpteen different aspects of an Ital diet, m whatever different singular beliefs and philosophies on eating Ital, however, there are a few unifying beliefs that exist. Eating Ital makes unmatchable more pure. If one fills there body with whole food for thoughts from the earth, they will inevitably exist in a higher, purer state. They will run on divine fuel. Just the act of graceful aware of what one puts into their bodies is a consciousness raising experience. Rastafarians regard there bodies as temples for the Hola life-force (spirit). Therefore, they are determined to eat food which will b alance non only the body but the spirit as well.Eat of the TREE OF LIFEThe Rastafari I-talists neutralize pork and shell tip, insects, creeping creatures, animal flesh, fowl and their juices. They avoid large fish and fish grown without scales and fins, and most eat no fish at all. Rastafarians also avoid added salt in their foods, vinegar, mayonnaise and all alcoholic beverages and liquor. They also avoid bleached white substances such as white sugar, white flour, white bread, white rice and chemicals and artificial additives and colouring. A finicky branch of Rastafarians, called the Nazerites, eat no grapes or fruits-of-the-vine, such as pumpkins or cucumbers. Rastafarians avoid blending Ital foods with other food, as well. Rastafarians refrain from anything polluted with pesticides, or any type of packaged foods. Some rastas are serious enough to avoid using synthetic plastic countertops. Kitchens, therefore, are made with natural materials, like wood, and food is served onl y in bowls that have come from the earth, like gourds or wood. The reason for avoiding pork and shellfish is because they are environmental scavengers, and regarded as unclean. Large fish are avoided because they feed on smaller fish, and if one is going to eat flesh, it mush be the flesh of plant eaters. Most Rastafarians believe that in the first gear of creation it was not intended for man to eat flesh.And Jah said, Behold I have given every herb bearing seed, which is upon the face of all earth, and every tree, in which is the fruit of a tree yielding seed, to you it shall be for meat (food).

Gun Control Essay -- Second Amendment The Right To Bear Arms

Gun control in the United States has been a controversial issue for some time now. So much so that the dictatorial Court even refuses to address this issue directly. Gun control really boils down to the the Second Amendment of the Constitution. Many people have different interpretations of the Second Amendment and the trenches atomic number 18 dug in deep on this issue. The Second Amendment can non provide the right to bear all types of fortify to protect the people from governmental tyranny. If the Second Amendment was absolute, then we would allow the public to possess nuclear weapons, missiles, and other such arms, because like the 9 mm handgun that is an arm, a nuclear load is also a type of arm. The more our government restricts our rights to own accredited types of arms, the more freedom we lose. Should the government make citizens disclose information such as your views, associations, and personal history in companionship to obtain an arm? Which types of Arms should b e prohibited? The Second Amendment clearly states A well flummoxd Milita, creation necessary to the security of a Free State, the right of the people to keep and bear Arms, shall not be infringed. The question then is not if we should restrict arms ownership, but how much we should restrict arms ownership or how much freedom we are willing to sacrifice?The Second Amendment does not say that certain peoples with certain views are the only ones who are allowed to bear arms. The government must be very careful about what they ask in order not to infringe on our personal rights. I feel that it is wrong for government agencies to ask your political views in order for you to obtain a gun. It is not their right to decide which views are acceptable for gun ownership. The government must provide the right to bear arms equally to all citizens. If the government could completely regulate who had weapons and who didnt have weapons at that place would be no equality among the people. The reas on being is the government would abusively allow their supports to own weapons and the non supports would be without weapons to defend themselves. This would create an unbalanced society that would install fear in to the non supporters. So where should the government stop? I believe the government should only be able outflow a cross check with some database of repeat offenders and known terrorists. All who dont raise a ... ...u may think that owning one of these weapons would ontogeny shooting and so forth, but I believe that if you want to shoot someone you are going to do it regardless of what type of weapon you have, and you could assertable in danger a lot more people with a now easily obtain legal sniper style rifle. In most states in that location is no check what so ever other than you age in order to obtain such a gun. On the other hand there are extensive background checks in order to obtain a .22 Cal handgun of much less power. I dont think that we exigency to dicta te what type of fire arms people own, instead let us set a some other type of limit. All things considered, I think criminals are obtaining more and more illegal arms with great diversity while the general publics choices in firearms are becoming much dilutant and under matched with todays criminals. We must change the laws to allow our citizens to actually protect themselves from these people. And the government should do only minimal background checks in order to assure society as a whole protection and not its own.Works CitiedACLU Policy 47 http//www.lectlaw.com/files/con11.htmCopyright William Thomas

Broadway Brokers Essay -- Economy, Layoffs

The current economic downfall has forced many organizations to strategically restructure and downsize. Broadway Brokers is not resistive to these economic challenges and has been go about with competition from discount brokers and Internet brokerage services. Broadway Brokers position of holding the largest market share has been jeopardized by their slow reaction to the shifting changes inside the industry. Broadway Brokers staff possessed strong selling and interpersonal skills yet lacked in their knowledge of the high tech skills that had been inundating the market. The organizations lack of adapting to new technology and their absorbent strike was threatening their profitability. The organization was faced with the need to restructure, consolidate, and implement employee layoffs in order to remain competitive with the current financial climate. Rumors of impending office consolidations and staff layoffs had existed for somewhat time. However, the CEO commentary in a Financial Times article confirmed such gossip. In fact, decisions had already been made by top prudence to enact a structural final cause that would severely curtail offices, close offices, and reduce the level of employees across the organization. Top management was firmly fixed upon furlough and consolidation and was now relying on its management staff to come up with a plan to implement a transition. A dozen of the companys most respected managers everyone from assistant vice presidents to managing directors were join together to devise a plan for change (Jick & Peiperl 2003). In developing a transitional plan many concerns were presented to the management staff for consideration. First, Broadway Brokers has successfully grown and had not been ... ...ees and a potentially more flexible organization. Broadway Brokers management police squad is faced with the challenging task of downsizing and consolidating the organization. A thorough investigation as to ho w to execute proposed changes will need to occur before the organization can work on ahead. Change processes must be executed in a fashion that portrays compassion and consideration for all involved. For change to be successful the management team must have understanding and empathy for the psychological impact of imposed change and how employees will react. Most humans are fearful of change and do not embrace change in a positive manner. The road ahead will be difficult for the management team at Broadway Brokers, however with proper planning and understanding positive change can sustain the future of the organization.

Interested in painting and sculpture, I finally chose interior architecture designer as my future career

Employment Status ReportGoals and philosophical systemInterested in painting and sculpture, I eventually chose interior computer computer computer architecture interior decorator as my hereafter calling, for residential design involves both architectural aesthetics and practical value. A thoroughgoing(a) design requires a comprehensive cognition in aesthetics and professional competency that involves high engineering ( Kadir,2009 ) . As mathematics and painting serves as prefatory accomplishments for interior architecture design, to heighten the proficiency in works with engineering serves as my short- survive ends, which requires a uninterrupted pattern in utilizing in piece package such as Auto Desk 3D Max and Adobe Photoshop. I wish to hold on those accomplishments over the following 3 months. In footings of long-run ends, I wish to work in big design companies such as GHD and AXS Satow because of its genuine chances for development with original constructs in design.A ref lexion of aesthetic and practical value in interior architecture design is my artistic doctrine. I believe that the design of interior ornaments and furniture must run into customers stuff and religious demands of the indoor environment. The artistic doctrine has been reflected in my experience of planing a nuptials room for Art Studio in Beijing. The infinite environment met the corresponding demand of clients with a contemplation of romantic ambiance despite a dissatisfaction with little points. When dissatisfaction arose, I would exemplify my artistic doctrine that all the designs work as a whole to make an expected consequence so that he eventually accepted my advice.MarketDue to the great economic potency of interior architecture design, the competition of the industry has become rather intense. Harmonizing to a survey made in 2011 byNew York Observer, the mean income of a third-year interior architecture interior decorator in moderate-sized companies was approximately 0.56 mi llion dollars a twelvemonth while a senior interior decorator get 1.2 million in norm ( Mark,2011 ) . In order to calculate out what sorts of architecture interior decorators were competitive, I had an interview with Liang Zheng, the HR of AIO ( Shanghai ) international beautify and architecture design company. He listed several of effect makings and qualities in choosing a competent interior decorator, including a masters grade, abroad knowledge backgrounds and working experience in architecture design. In add-on, those with a good team-work spirit and communicative capacities would be more likely to be selected. To advance myself in confronting the boisterous competition, I should cultivate a good communicative accomplishments and team-work spirit.Skills and toolsWorking in an international architecture design company requires makings and professional accomplishments of high degree ( Frank,2004 ) . In add-on to a comprehensive cognition in architecture aesthetics, communicat ive capableness and good team-work spirit besides serve as of import grant to carry through my long-run professional ends. My current cognition in architecture aesthetics and in writing package is non sufficient for viing with other architecture interior decorator in big companies in which international communicating is rather frequent. Therefore I should be involved in diverseness training classs and English classs to heighten my communicative abilities. With those attempts, indispensable working experience can be added into my professional portfolio.NetworkingNetworking plays an indispensable function in farther growing for architecture design companies, for the communicating of design constructs and updated engineerings helps to set up a long-run common good cooperation on a higher degree. Outstanding associations and diaries of interior architecture design serve as effectual medium for the communicating within the industry.Interior Architecture Design, a Santa Monica College a ward-winning plan located at the academy Campus, focuses on heightening professional accomplishments in the local and international Architecture and Design Industry. In add-on, the A Interior Design Competition besides plays an of import portion for the uninterrupted development of architecture design. The award has been viewed as an index of perfect interior design and of import milepost in ones calling. Provided with sole selling and communicating services to advance his proficiency, a victor will be popular among world-wide design oriented companies and involvement groups. Therefore I take an active portion in assorted competitions and plans of architecture design to accomplish the long-run end.The hereafterIn the hereafter, I wish to work as a junior architecture interior decorator in PAL Design Consultants Ltd of China, for the companys original construct in interior architecture design and favourable working environment. The company has created assorted interior architecture designs through the usage of advanced attacks to spacial organisation, stuffs and illuming with great aesthetic value. The laminitis of the company, T.K.Chu, is good known for his constructs of incorporating manner elements into classical designs. He has developed his ain aesthetic, the Art Deco that transforms authoritative spirits into geometric, in writing and rhythmic vision, which helps the planing merchandise addition agreat popularity. His crowning(prenominal) end is to show the value of trade art that can non be reached under the aid of accurate calculations, for which I admire him a batch.In add-on, a favourable on the job environment makes the company more attractive. The staff of PAL Design Consultants Ltd comes from topographic points around the universe with assorted cultural backgrounds. The team provides a balance of western expertness, cross-cultural experience and local penetration and the intertwining environment brings a wealth of creativeness and motive to the t alented squad ( Roland,2003 ) . Bing an architecture interior decorator in PAL Design Consultants Ltd, I can turn and develop with superb interior decorators in a cheerful and lively, productive and harmonious civilization. With its original construct in planing the company will maintain endeavoring farther in front in a dynamic and extremely competitory marketD ( Rowland,2011 ) . To accomplish this long-run end, I must heighten my communicative capableness and a good team-work spirit in the hereafter. In add-on to the cultivation of the preceding(prenominal) communicative accomplishments, I will besides go on working on my proficient proficiency.BeginningsKadir.H. ( 2009 ) .The Integration of Interior Architecture with Innovative Design Approaches.US-China instruction reappraisal. ISSN 1548-6613.Vol.8.Mark.G. ( 2011 ) .Architecture Design Gains its Popularity.Architecture Design. New York Observer. Vol.48.Issue.4Frank.G.A. ( 2004 ) .Architecture Design and Assessment system.4.Rol and. D. ( 2003 ) . Issue Brief Smart-Growth Building Livable Communities. American Institute of Architects. Retrieved on 2014-03-23.5.D. Rowland. ( 2011 ) .T.N. Howe Vitruvius. Ten Books on Architecture.Cambridge University Press, Cambridge 1999, ISBN 0-521-00292-3

A Moral Solution to the Organ Donor Shortage Essay

In Alexander T. Tabarroks essay, A Moral Solution to the Organ Shortage Alexander explains ways to find solutions to the reed organ shortage by proposing a fair way to go about qualifying for organ transplant. Gary Becker suggested that paying a good amount of money toward funeral cost of organ donors would help and encourage people to donate their organs. The new manage that Alexander wanted to proposed is the no -give no take rule. beneath this rule in order to receive an organ a person must have previously signed their organ donor vizor. Under no give no take, signing your organ donor card is like joining the club, the club of people who have agreed to share their organs. nation have different views when it comes to donating organs. Some have their doubts about becoming an organ donor because of their religious beliefs, while others thinks that by signing an organ donor card its same as buying an insurance .NOTE In some ways I agree with Alexander on this new rule that he has proposed ( UNOS). Having a donor card is a good idea to make sure there is surplus of organs able to be donated. Im not convinced that the no- give no take rule will be productive to solve the shortage of our organ donors any eon soon, since Alexanders essay was based on suggestion. As for myself I would have doubt of donating my organs not because of my religion or beliefs, but the trustingness of the people that handling my organs. This essay has inspired me to rethink being an organ donor because of the problems of most organizations. In my own views, paying tremendous amounts of money to organ donors to saved someones life is a wrong way to help people that in need. As time progresses and suggestions becomes reality I would be more self-assured in donating my organs.

Padma Bridge Paragraph Essay

BANGLADESH ECONOMY IF PADMA BRIDGE NOT ESTABLISHEDINTRODUCTION The Padma duo is a useful road raile bridge across the Padma river to be constructed in Bangladesh. When completed it depart be the largest bridge in Bangladesh and the first fixed river crossing for road traffic. It will connect Louhajang, Munshiganj to Shariatpur and Madaripur, linking the south-west of the country, to northern and eastern regions. The project covers three districts Munshiganj (Mawa point/North bank), Shariatpur and Madaripur (Janjira/South bank). The total area of land to be acquired and required for its components is 918 hectares.The sequestration of land for the construction yard will be for six years on a rental basis. As per the new design, an additional 144.04 ha has been identify for acquisition, bringing the total to 1062.14 hectares. This additional land is required because project site lost significant land due to erosion, for transition structures and due to a sort in railway alignment. The two-level steel truss bridge will carry a four-lane highway on the upper level and a hit track railway on a lower level. The project will include 6.15km long and 21.10 m wide bridge, 15 km of mount roads, toll plazas and service areas.Literature Review It is a sad state of affairs when an entire nation has to suffer for the actions of just a few. The World marge has claimed to have found credible evidence of a high-level degeneration conspiracy among selected government officials involved in the Padma Bridge project. The cancellation of the $1.2 billion credit for the Padma Bridge project will have an adverse effect on the Bangladesh economy for years to come. It will also make it difficult for the current government to get going what it thought would be one of its signature achievements.The government will look for alternative sources of funding for the Padma Bridge. Malayasia has shown some interest. However, the World Bank decision will certainly affect the terms and con ditions that any prospective donor would offer for funding the project. And it definitely would not go in our favour.Hypothesis If government of Bangladesh solve the bother about the corruption issue and baffle some other sources to build ta bridge and to help the busniess and economy of Bangladesh. Firstly we have to stop corruption and find out the sources who will help us to build Padma bridge.Objectives1. Main objectiveThe main objective is to find out the main causes of establishing of padma bridge and find out a response of a problem.2. Specific objectivesa. find out the potential causes of padma bridge corruptionb. find out a complete solution of this situationc. Business affects and benefits of the problem and solution.2. Materials and MethodsDescriptionMaterials I want to complete my research with possible data and documents from every source I can go through with(predicate) Research Methodology a. reason of not starting the project b. affects in business c. who are res ponsible.Statistical Approachbusiness affect for not mental synthesis padma bridgewhat is the solutions to solve this problem3. Timeframe I need approximately 15 days for this research. Because in 15 days I use 10 days for collecting the breeding and 5 days for analyze and complete the research. Working time Every day 900am 800pm (Except Friday & Saturday).4. Statement of Budget 1. tranportation 4000/ 2. food 3000/ 3. Equipment 3000/ TOTAL 10000BDT5. beginning The Daily star,13th january 2013 Wikipedia of padma bridge

Academic Excellence Guarantees a Successful Life

Academic excellence guarantees a successful life. Do you ascertain? This topic also has been discussed with my upper six this year and they have written their version of the article. This sample answer shows beside the appropriate approach and language, how ideas should be generated and developed. The bold phrase at the offshoot of each paragraph is the main idea, and after the details it is closed with a summary that relates the argument with the topic. No. I simply do not agree that academic excellence guarantees a successful life.If academic excellence means having a degree from a university, and a successful life is where a person is able to get whatever he desires and be happy with it, than there ar other elements in life that helps in making life a success. It is obvious that during the last decade, academic qualification does not guarantee jobs for graduates, much to the frustration of the youngsters, who, throughout their university days were hoping for guaranteed posts in government agencies or steady hole-and-corner(a) firms.Thousands were seen applying for jobs that were unpopular before, taking the teaching profession for example, where only a handful were recruited. Graduates without the extra qualities like the desire to move on, motivation, and communications skills will be remaining out,proving that academic excellence is not the license for a successful life. The blue-collar sector promises bright future for the non performing school students. The vast and rapid study of the various industries in the country, led by the successful automotive sector, has provided jobs for those with skills rather than academic qualification.School leavers with vocational skills, taking automotive as example, see best(p) future compargond to their counterparts on the academic line. Thus, it is a common scene nowadays to see mechanics and technicians in the various fields doing well in life, steady without academic excellence. Some raft who excel in aca demics do manage to land in secured jobs in the government and corporate giants, and went on to the highest and powerful position. These are the few lucky ones, as in most cases, there are other factors that help determine their success.It is not a secret that cronyism and nepotism are macrocosm practised everywhere, much to the dismay of those who depend only on academic qualification. Unless they really stand out with brilliant and extremely noticeable performance, they should be ready to be ordinary officers up to the day of retirement. This is evidence that excellence in academic alone does not guarantee success. There are also mickle without academic excellence doing well in business.Through sheer determination and the urge to succeed, plus a little bit of aid from the bank perhaps, people have proven to be successful, earning way more than the salary of chief executives in the corporate sectors. In fact, with a hand from political influences, some are able to secure project s worth millions of ringgits. Would academic excellence be able provide this? To conclude, academic excellence does help comfort a persons life, securing him a career to earn a living. Nonetheless, it is simply not enough to guarantee that he will be successful in life, as it takes a lot of other factors to achieve it.

Pride that Leads to Tragedy

Pride can be a very pernicious quality in a person. This theme is displayed very substanti all(prenominal)y by Creon, a character in the book Antigone and also the tragic hero, whose pride led him to a tragic downfall. Sophocles, the author of this Greek drama, encompasses tragedy in virtually of his plays. As I mentioned before, a heavy(p) quality of Creon is his obstinacy. This got in the way of a lot of things, including his family. Creon, the king of Thebes, believed at one point that present comes before family.The reason he said that renderment is because he wanted to prevent anarchy and if he were to let only his family break the law, then all the townspeople would get very angry. Letting his condescension blind him, Creon ignored the warning of Tiresias, a blind prophet, and his son Haemon. Following this rebuff, Creon gets a wake-up call from the gods and loses most of his family. Although he went through this cataclysm, he did it with the seemliness he had not previous ly displayed. He acted so noble because the hardships he went through changed his principles.Creon realizes that family should come before state and that he did not need to let his pride get in the way of his duties as a part of his family. The audience, everyone who read the book in Mrs. pink s class, at one point probably felt sorry for Creon. He had to deal with so many different adversities that he went from a bad guy persona to a person that deserved sympathy. Even though we may have felt sorry for Creon at one time, he did not deserve too much pity because he could have changed his mind at one point.He had many opportunities to change his mind, including when he talked to Tiresisas, as I stated before. If Creon had rethought his arrogance, his fate wouldn t have been half as bad as it turned out to be. In closing, Creon was an arrogant, conceited person until he see the loss of his family. After he lost them, he was changed in every way that he could be, emotionally. Creon w as the tragic hero because of the fact that his pride led him to a tragic downfall.

Resume Marketing Management, 14th Edition – Kotler & Keller

KOTLER RESUME interchange Management Philip Kotler Kevin Lane Keller SUMMARY PART 1 reason merchandiseing Management4 Defining merchandising for the 21st Century4 Developing Marketing St s destructiongies and Plans5 PART 2 Capturing Marketing Insights13 Collecting teaching and Forecasting Demand13 Conducting Marketing Research16 PART 3 Connecting with clients18 Creating Long- border Loyalty Relationships18 Analyzing Consumer Markets21 Analyzing Business Markets25 Identifying Market Segments and mother aims28 PART 4 Building Strong flaws31 Creating Brand Equity31 Crafting the Brand Positioning34Competitive Dynamics36 PART 5 defining the Market Offerings39 scenery inter branch schema39 Designing and Managing Services41 Developing Pricing Strategies and Programs46 PART 6 Delivering Value53 Designing and Managing Integrated Marketing Channels53 Managing Retailing, Wholesaling, and Logistics58 PART 7 Communicating Value60 Designing and Managing Integrated Marketing Communicati ons60 Managing Mass Communications Advertising, Sales Promotions, Events and Experiences, and Public Relations63 Managing Personal Communications Direct and interactive Marketing, Word of Mouth, and Personal Selling68PART 8 Creating Successful Long-term Growth72 Introducing New Market Offerings72 Tapping into Global Offerings86 Managing a Holistic Marketing Organization for the Long Run93 PART1 UNDERSTANTING MARKETING AND MANAGEMENT CHAPTER 1 DEFINITNG MARKETING FOR THE 21st CENTURY THE IMPORTANCE OF MARKETING Marketing is a signifi gouget dimension of all field in to daylights upliftedly competitive environment and financial success is often interdependent on commercialiseing ability. Marketing is crucial for task success. THE SCOPE OF MARKETING Marketing is roughly identifying and impact human and social assumes. star of the shortest definitions of trade is the transit of meeting needs profitably. Marketing way is the art and the science of choosing target foodstuf fs and getting, keeping and increasing clients though creating, managing, communicating and delivering superior guest regard as. UNDERSTANDING MARKETS Marketing jakes be used for Services, crossings, run and outputs, events, experiences, muckle, places ideas Marketing managers seek to influence the level, timing, and composition of crave to meet the organizations objectives. Eight states of food market choose ar possible Full beg consumers buy all services or mathematical proceedss brought to market. Overfull collect there are more consumers demanding the service or product than buttocks be satisfied. Irregular demand consumer purchases vary on a seasonal, monthly, weekly Declining demand consumers begin to buy services or products less often or not all. Negative demand consumers dislike the service or product and may even pay a price to avoid it. lacking demand consumers may be un mindful of or uninterested in the product or service. Latent demand consumers may share a material need that contributenot be satisfied by an existing product or service. Unwhole roughly demand consumers may be attracted to services or products that mother undesirable social consequences. In each case, marketers must(prenominal)iness identify the underlying causes of the demand state then determine a plan of action to shift the demand to a more desirable state. HOW IS MARKETING PRACTICED? Marketing practice can be heared in m whatever perspectives. The traditional view is the KOTLERIAN merchandise circumspection view of managing the selling melt after selecting target market and positioning. TRANSACTIONAL, RELATION AND SERVICE MARKETINGTransaction trade is delineate as attracting and satisfying potential drop emptors by managing the elements in the trade mix. Interaction marketing implies face to face interaction between exclusives. Network marketing is with the consumers save occurs across and among organization. The concept was shooted by the Nordic school from northern Europe and developments from the USA. Relationship marketing in its simplest form is a progression from the dominant and often criticized the 4 P revolve around. The relational is revolve most on building long-term relationships with consumers CHAPTER 2 DEVELOPING MARKETING, STRATEGIES AND PLANMarketing is about satisfying consumers needs and inadequacys. The task of any business is to deliver client measure out at a profit. I. The value Delivery Process The traditional view of marketing is that the firm makes near intimacy and then sells it. Companies that subscribe to this view affirm the better peril of bring home the bacon in economies marked by goods shortages where consumers are not fussy about quality, features, or style-for example, basic staple goods in developing markets. There, the mass market is genuinely splintering into numerous micro markets, each with its own requires, perceptions, preferences, and purchase criteria.T he smart competitor must design and deliver offerings for well-defined target markets. II. The value strand Michael Porter of Harvard has proposed the value chain as a tool for identifying ways to give rise more node value. According to this model, every firm is a subtraction of activities performed to design, produce, and market, deliver, and support its product. The value chain identifies nine strategically applicable activities-five primary winding and four support activities-that create value and follow in a specific business. He firms infrastructure covers the prices of general management, planning, finance, accounting, legal, and government affairs.The firms task is to examine its cost and performance in each value-creating activity and to look for ways to repair it. Managers should estimate their competitors costs and performances as benchmarks against which to compare their own costs and performance. The firms success depends not scarcely on how well each departme nt performs its work, but excessively on how well the bon ton coordinates departmental activities to conduct core business processes. The market-sensing process. The new-offering realization process. The customer acquisition process. The customer relationship management process. The fulfilment management process. To be successful, a firm in addition needs to look for competitive advantages beyond its own operations, into the value chains of suppliers, distributors, and customers. III. Core contestncies many another(prenominal) companies today out germ less-critical resources if they can obtain better quality or lower cost. The key, is to own and nurture the resources and competencies that make up the essence of the business. A core competency has trio characteristics 1. It is a source of competitive advantage in that it makes a significant contribution to perceived customer benefits. 2.It has applications in a wide variety of markets. 3. It is arduous for competitors to i mitate. Business realignment may be necessary to maximize core competencies. It has three steps 1. Defining the business concept or big idea 2. Shaping the business scope 3. Positioning the companys snitch identity. IV. A holistic marketing Orientation and client Value A holistic marketing orientation can also help capture customer value. The holistic marketing framework is designed to address three key management questions 1. Value exploration- How can a company identify new value opportunities? 2.Value concept- How can a company efficiently create more promising new value offerings? 3. Value gross gross gross sales pitchHow can a company use its capabilities and infrastructure to deliver the new value offerings more efficiently? A. Value exploration Understanding the relationships among three spaces The customers cognitive space The companys competence space The collaborators resource space. B. Value Creation To create new customer benefits, marketers must understand what the customer thinks about, wants, does, and worries about and observe whom customers wonder and interact with, and who influences them.C. Value Delivery The company must become proficient at customer relationship management, internal resource management, and business partnership management. Customer relationship management allows the company to demote whom its customers are, how they behave, and what they need or want. V. The central role of the strategic planning Successful marketing thus requires companies to have capabilities much(prenominal) as understanding customer value, creating customer value, delivering customer value, capturing customer value, and sustaining customer value.To ensure that they select and execute the right wing activities, marketers must give priority to strategic planning in three key areas managing a companys businesses as an investment portfolio, assessing each businesss strength by look ating the markets growth rate and the companys position and f it in that market, and establishing a outline. For each business, the company must develop a game plan for achieving its long-run objectives. The marketing plan is the central instrument for directing and set up the marketing effort. The marketing plan operates at two levels strategic and tactical.All corporate headquarters under bestow four planning activities 1. Defining the corporate missionary post 2. Establishing strategic business units 3. Assigning resources to each SBD 4. Assessing growth opportunities I. Defining the corporate mission To define its mission, a company should address Peter Druckers classic questionsWhat is our business? Who is the customer? What is of value to the customer? What will our business be? What should our business be? These simple-sounding questions are among the most difficult a company will ever have to answer.The good mission statements have five major characteristics. First, they focus on a limited number of inclinations. Industry. Some co mpanies will operate in solitary(prenominal) one industry some only in a set of related industries some only in industrial goods, consumer goods, or services and some in any industry. Products and applications. Firms define the range of products and applications they will supply. Competence. The firm identifies the range of technological and other core competencies it will master and leverage. Market segment. The type of market or customers a company will serve is the market segment. upright piano. The vertical sphere is the number of channel levels, from raw material to final product and distribution, in which a company will participate. Geographical. The range of regions, countries, or country groups in which a company will operate defines its geographical sphere. II. Establishing strategical Business Units whopping companies normally manage quite distinct businesses, each requiring its own dodging. General Electric has classified its businesses into 49 strategic busine ss units, SBlls. An SBU has three characteristics 1.It is a hit business, or a collection of related businesses, that can be planned separately from the rest of the company. 2. It has its own set of competitors. 3. It has a manager responsible for strategic planning and profit performance, who controls most of the factors affecting profit. III. Assigning Resources to Each SBU Once it has defined SBUs, management must decide how to allocate corporate resources to each. Management would want to grow, harvest or draw cash from, or hold on to the business. IV. Assessing growth Opportunities A. Intensive GrowthCorporate managements first course of action should be are view of opportunities for improving existing businesses. B. Integrative Growth A business can increase sales and profits through backward, for- ward, or horizontal integration inwardly its industry. Media companies have long reaped the benefits of integrative growth. C. Diversification Growth Diversification growth makes sense when good opportunities exist outside the present businesses-the industry is highly enthralling and the company has the right mix of business strengths to be successful. D. Downsizing and Divesting Older BusinessesWeak businesses require a disproportionate amount of managerial attention. Companies must carefully prune, harvest, or divest tired old businesses in order to release needed resources to other uses and reduce costs. VI. Organization and Organizational Culture Five key strategies for managing falsify in an organization 1. Avoid the innovation title-Pick 2. Use the buddy system-Find 3. Set the metrics in advance- 4. Aim for quick hits first- 5. Get information to back up your gut-Use testing to get feedback and improve an idea The Business Unit strategic Planning I. The Business MissionEach business unit needs to define its specific mission within the broader company mission. Therefore, a television-studio-lighting-equipment company might define its mission as, To t arget major television studios and become their vendor of choice for lighting technologies that make up the most advanced and reliable studio lighting arrangements. II. SWOT ANALYSIS The overall evaluation of a companys strengths, weaknesses, opportunities, and threats is cal conduct SWOT analysis. Its a way of monitoring the orthogonal and internal marketing environment. A. External Environment ( probability and threat) AnalysisThe business unit should set up a marketing password system to track trends and important developments and any related opportunities and threats. Good marketing is the art of finding, developing, and profiting from these opportunities. A marketing opportunity is an area of buyer need and interest that a company has a high probability of profitably satisfying. Opportunities can take many forms, and marketers need to be good at spotting them. To evaluate opportunities, companies can use market opportunity analysis (MOA) to determine their attractiveness a nd probability of success by asking questions like To articulate the benefits convincingly to a defined target market(s)? To locate the target market(s) and reach them with cost-effective media and trade channels? To possess or have access to the critical capabilities and resources we need to deliver the customer benefits? To deliver the benefits better than any actual or potential competitors? 5. To rate of return meet or exceed our required threshold for investment? B. intrinsic Environment (strengths and weaknesses) Its one thing to find attractive opportunities, and another to be able to take advantage of them.Each business needs to evaluate its internal strengths and weaknesses. C. Goal preparedness This stage of the process is called goal formulation. Goals are objectives that are specific with respect to magnitude and sentence. The units objectives must meet four criteria 1. They must be arranged hierarchically, from the most to the least important. 2. Objectives should be quantitative whenever possible. 3. Goals should be realistic. Goals should arise from an analysis of the business units opportunities and strengths, not from wishful thinking. 4. Objectives must be consistent.Its not possible to maximize sales and profits simultaneously. III. Strategic Formulation A. Porter Generic Strategies Overall cost leadership. Firms pursuing this strategy work hard to achieve the lowest production and distribution costs so they can price lower than their competitors and win a large market share. Differentiation. The business concentrates on uniquely achieving superior performance in an important customer benefit area valued by a large part of the market. Focus. The business focuses on one or more narrow market segments. B. Strategic Alliances Product or service alliances-One company licenses another to produce its product, or two companies jointly market their complementary products or a new product. promotional alliances One company agrees to carry a promotion for another companys product or service. Logistics alliances One company offers logistical services for another companys product. Pricing collaborations One or more companies join in a special pricing collaboration. Hotel and rental car companies often offer mutual price discounts. D. Program Formulation and ImplantationThe unit has decided to attain technological leadership, it must plan programs to strengthen its R department, gather technological lore, develop leading-edge products, train the technical sales force, and develop ads to communicate its technological leadership. Businesses are also increasingly recognizing that unless they nurture other stake- holders-customers, employees, suppliers, distributors-they may never earn sufficient profits for the stockholders. E. Feedback and Control The company has to lay out that it is more important to do the right thing-to be effective-than to do things right-to be efficient.The most successful companies excel at both. Product Planning The Nature and Contents of a Marketing Plan What, does a marketing plan look like? What does it contain? Executive summary and board of contents. The marketing plan should open with a brief of the main goals and recommendations. A table of con- tents outlines the rest of the plan and all the supporting rationale and operational detail. speckle analysis. This section presents relevant background data on sales, costs, the market, competitors, and the various forces in the macro environment.How do we define the market, how big is it, and how fast is it growing? What are the relevant trends? What is the product offering and what critical issues do we face? Firms will use all this asseverateation to carry out a SWOT (strengths, weaknesses, opportunities, threats) analysis. Marketing strategy . Here the product manager defines the mission, marketing and financial objectives, and groups and needs that the market offerings are intended to satisfy. The manager then es tablishes the product lines competitive positioning, which will inform the game plan to accomplish the plans objectives.All this requires inputs from other areas, such as purchase, manufacturing, sales, finance, and human resources. Financial projections. Financial projections include a sales forecast, an expense fore- cast, and a break-even analysis. On the revenue side, the projections show the forecasted sales volume by month and product category. On the expense side, they show the expected costs of marketing, broken down into finer categories. The break-even analysis shows how many units the firm must sell monthly to offset its monthly fixed costs and average per-unit variable costs. Implementation controls.The last section of the marketing plan outlines the controls for monitoring and adjusting implementation of the plan. Typically, it spells out the goals and budget for each month or qU31ter, so management can appraise each periods results and take corrective action as nee ded. PART 3 CAPTURING MARKETING INSIGHTS CHAPTER 3 COLLECTING INFORMATION AND FORECASTING DEMAND Three developments make the need for marketing entropy greater now than at any time in the past Rise of global marketing New emphasis on buyers wants, preferences and conduct Trend toward non price competitionTo carry out their analysis, planning, implementation, and control responsibilities, marketing managers need a Marketing Information System (MIS). The MISs role is to assess the managers info needs, develop the needed information, and distribute that information in a timely manner. It is really easiest and effective with this method to collect information of various countries as it gives active information Competitive advantage Guides the marketing decision It relies on internal company records, marketing intelligence activities & research. INTERNAL RECORDS & MARKETING learningSpot important opportunities & problems THE ORDER-TO-PAYMENT CYCLE = the embrace of the intern al records system Favored firms are those which can promise timely delivery so they have to improve o Speed o the true o Efficiency This will save costs as well and it is the MIS role SALES INFORMATION dodgeS Reports on current sales are critical for marketing managers. Inventory data warehouse is a great tool to capture all important data This will help to be aware of every kind of situation and manage it Cookies are also a useful tool to offer up information to companies.Technological gadgets are revolutionizing sales information systems but sales dta must be carefully interpret. DATABASES, DATA WAREHOUSING, AND DATA MINING Databases are essential to companies to organize their information. This is used in several areas for different information customer, product, sales person Advantages Save mailing expenses Help and make easy access to decision makers Can be used for statistical methods for usefukl information Managers can yield still deeper insights using its own in-house t echnology THE MARKETING INTELLIGENCE SYSTEMIt is a set of procedures and sources used by managers to obtain customary information about pertinent developments in the marketing environment. It can also be called HAPPENINGS DATA. Several steps can be taken by companies to improve the quality of its marketing intelligence Train & motivate the sales force to spot and report new development Motivate distributors, retailers, and other intermediaries to pass along important intelligence Network externally giving an immediate competitive advantage Set up customer advisory panel Take advantage of government data resources Purchase information from outside suppliers lower costs Use online customer feedback systems to collect competitive intelligence Competitive intelligence function works bests when intelligence operations collaborate closely with key users in the decision- devising process Needs and Trends A trend is a direction or sequence of events that have some momentum and durabi lity. We can draw distinctions among fads, trends, and megatrends. Trends are more predictable and durable. A trend reveals the shape of the future. Trends and megatrends merit marketers close attention.Identifying the Major Force In the economical arena, companies and consumers are increasingly affected by global forces. Substantial speedup of international transportation, conversation, and financial transactions, leading to the rapid growth trade and investment, especially tripolar trade. The lift economic power of several Asian countries in world markets. The rise of trade blocs such as the European Union and the NAFTA signatories. The severe debt problems of a meter of countries, along with the increasing fragility of the international financial system.Successful companies realize that the marketing environment presents a neverending series of opportunities and threats. The major responsibility for identifying significant changes in the macroenvironment go to a companys marketers. More than any other group in the company, marketing managers must be the trend trackers and opportunity seekers. 1. Within the cursorily ever- changing global picture, marketers must monitor six major environmental forces demographic, economic, natural, technological, political-legal, and social-cultural. 2.In the demographic environment, marketers must be aware of worldwide population growth changing mixes of age, ethnic composition, and educational levels the rise of non traditional families large geographic shifts in population and the move to micromarketing and away from mass marketing. 3. In the economic arena, marketers need to focus on income distribution and levels of savings, debt, and credit availability. 4. In the social-cultural arena, marketers must understand peoples views of themselves, others, organizations, society, nature, and the universe.They must market products that correspond to societys core and supplementary values, and address the needs of diffe rent subcultures within a society. 5. In the natural environment, marketers need to be aware of raw-materials shortages, increased energy costs and pollution levels, and the changing role of governments in environmental protection. 6. In the technological arena, marketers should take account of the accelerating pace of technological change, opportunities for innovation, varying R&D budgets, and the increased governmental order brought about by technological change. . In the political-legal environment, marketers must work within the many laws regulating business practices and with various special-interest groups. CHAPTER 4 CONDUCTING MARKETING look The components of a modern marketing information system A marketing information system (MIS) consists of people, equipment, and procedures to gather, short, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers. Internal Records System It is the most basic information system used by mark eting managers. (Sales, prices, inventory levels)The order-to-payment cycle Sales reporting system MARKETING INTELLIGENCE SYSTEM Is a set of procedures and sources used by managers to obtain their everyday information about pertinent developments in the marketing environment? MARKETING RESEARCH SYSTEM Are the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company? SUPPLIERS OF MARKETING RESEARCH legion(predicate) ways engaging students or professors to design and carry out marketing research projects using online information services checking out rivals.THE MARKETING RESEARCH cognitive operation Step 1 Define the problem and research objectives Step 2 developing the research plan. Decisions on the data sources, research cuddlees, research instruments, sampling plan, and touch modality methods Step 3 Collect the information. The data collection phase of marketing research is the most expensive a nd the most prone to error. Step 4 go bad the information. Extract pertinent findings from the collected data. Step 5 Present the findings. Major findings are pertinent to the major marketing decisions facing management.MARKETING DECISION SUPPORT SYSTEM Is a coordinated collection of data, systems, tools and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action? FORECASTING AND DEMAND MEASUREMENT A VOCABULARY FOR DEMAND MEASUREMENT Market demand Market demand for a product is the substance volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program.Market potential Is the limit approached by market demand as industry marketing expenditures approach infinity, for a given environment? Company demand Is the companys estimat ed share of market demand at alternative levels of company marketing effort? Forecast Is the expected level of company sales based on a chosen marketing plan and an assumed marketing environment? A sales quota Is the sales goal set for a product line, company division, or sales congressman? It is primarily a managerial device for defining and stimulating sales effort. A sales budgetIs a conservative estimate of the expected volume of sales and is used primarily for making current purchasing, production, and cash-flow decisions. Company sales potential ESTIMATING CURRENT DEMAND Total market potential Area market potential Market-build-up method Multiple-factor index method 3. Industry sales and market shares Estimating industry sales and market shares (Identifying competitors and estimating their sales ESTIMATING FUTURE DEMAND Survey of buyers intentions Composite of sales force opinions Expert opinion Market test method PART 3 CONNECTING WITH CUSTOMERS CHAP 5 CREATING LONG TERM LO YALTY RELATIONSHIPSBuilding customer value, rejoicing and inscription Customer-perceived value (CPV) is the residue between the entire perceived customers evaluation of all the benefits and all the costs of an offering and the perceived alternatives. Applying value concepts The customer value analysis reveals the companys strengths and weaknesses relative to those of various competitors. Delivering high customer value Loyalty is a deeply held commitment to rebuy a preferred product and service in the future despite situational influences and marketing efforts having the potential to cause switching air.The value proposition consists of the whole cluster of benefits the company promises to deliver. The value delivery system includes all the experiences the customer will have on the way to obtaining and using the offering. Total customer propitiation Satisfaction is the difference between expectations and the products perceived performance. Product and service quality Quality is the totality of features and characteristics of a product or service which satisfy explicit or implicit needs. Maximizing customer lifetime value Customer gainfulnessA profitable customer is a person, household or company that revenues are higher(prenominal) than the companys costs for attracting, selling and servicing that customer. But it is a very difficult task, even for banks. Customer profitability analysis is an accounting assume which estimates all revenue coming from a customer less all costs (distribution, phone calls, traveling to meet the client, gifts). Measuring customer life time value Customer lifetime value estimates future profits over customers lifetime purchases. You can find it p. 172. Cultivating customer relationshipsCustomer relationship management (CMR) Customer relationship management is the process of carefully managing detailed information about individual customers and all customer touch pointsto maximize customer loyalty. A touch point is any occasio n on which a customer meets a crisscross and a product. One-to-one marketing Identify your prospects and customers, dont go after everyone. 1. Differentiate customers in monetary value of (1) their needs and (2) their value to your company. Spend more efforts on the most valuable customers. Do the customer profitability analysis. 2.Interact with individual customers to improve your intimacy about their needs and build a stronger relationship. 3. Customize products, services, and messages to each customer. Increasing value of the customer base Reducing the rate of customer defection. Increasing the longevity of the customer relationship. Increase sells with new offerings and opportunities, like accessories for motorcycles if you sell Harley-Davidson. Making low-profit customers more profitable or terminating them. Like low-cost flight of stairs companies which charge customers for drinks or food. Focusing disproportionate efforts on high-value customers.Building loyalty Deve loping loyalty programs Frequency programs are design to provide rewards to customers who buy frequently and in substantial amounts. Many companies have created club membership programs. Customer databases and database marketing A customer database is an organized collection of comprehensive information about individual customers and prospects that is current, accessible and actionable for marketing purposes (sells, maintain relationships). Database marketing is the process of building, maintain and using customer databases to contact, transact and build customer relationships. Customer databasesCustomer database contains customers past purchases, demo artistic production (age, birthday, and family members), psychographics (activities, interests), media graphics (preferred media) and other useful information. A business database contains past purchases, volumes, prices, profits, buyer team member names, assessment of competitors their strengths and weaknesses. Data warehouse and dat aminig Companies use databases to 1. Identify prospects 2. Decide which customer should receive a particular offer 3. To deepen customer loyalty 4. To reactivate customer purchases 5. To avoid serious customer mistakes CHAP 6 ANALYZING CONSUMER MARKETSWhat influences consumer demeanour? Consumer behaviour is the understand of how individuals, groups and organizations select, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Cultural factors Culture is the fundamental determinant of a persons wants and behavior because of values. Subcultures provide more specific identification and socialization for their members. Subcultures include nationalities, religion, racial groups Social classes are relatively homogeneous and enduring divisions in a society, hierarchically tell and with members who share like values, interests, and behaviors.Reference groups A persons reference groups are all the groups that have a direct or indirect influence o n their attitudes or behavior. Membership groups have a direct influence. Primary groups are in constant contact with the person (family, friends, neighbors, coworkers). Secondary groups are religious, professional, trade-union groups. Aspiration groups are those a person hopes to join. Dissociative groups are based on individual reject. Opinion leader is the person who offers informal advice or information about a specific productor product category. FamilyFrom family a person acquires an orientation toward religion, politics, and economics and a sense of ad hominem ambition, self-worth, and love. It is a more direct influence on everyday buying behavior. Role and status A role consists of the activities a person is expected to perform. Each role carriers a status Personal factors Personality is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli (including buying behavior). Brand personality is defi ned as the specific mix of human traits that we can arrogate to a particular brand.Lifestyle is persons pattern of living in the world as expressed in activities, interests, and opinions. keystone psychological processes Motivation Freud, Maslow, Herzberg A need becomes a motive when its intensity drives us to act. Perception Perception is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world. Selective attention is the screening of stimuli and marketers must work hard to attract consumers hear. People are more likely to notice stimuli that relate to a current need People are more likely to notice stimuli they anticipateSelective distortion is the tendency to interpret information in a way that fits our preconceptions. Because of the selective retention, we are pore likely to remember good points of a product we like and forget good points about competing products. information Learning comes from experiences and ma kes us changing our behavior. A drive is a strong internal stimulus impelling action. Cues are minor stimuli that determine when, where, and how a person responds. difference intend that we have learned to certify differences in sets of similar stimuli and can adjust our responses accordingly.The hedonic bias says people are more likely to judge failure to external causes and success to themselves. Memory Associative network retrospect model explains that information are stored and linked with a different level of strength. Brand associations consist of all brand-related thoughts, feelings, perceptions, fancys, experiences, beliefs, attitudes, and so on that become linked to the brand information stored. Memory encoding describes how and where information gets into memory. Memory retrieval is the way of the information gets out of the memory.The buying decision process Marketers must identify who makes the buying decision people can be initiators, influencers, deciders, buyers , or users. Problem acknowledgment Information search Personal family, friends, neighbors. Commercial advertising, web sites, salespersons, packaging, displays. Public mass media. Experiential handling, examining, is using the product. Market partitioning is the process of identifying the hierarchy of attributes that guide consumer decision making for the marketer to understand different competitive forces and how this various sets get formed.Evaluation of alternatives Belief is a descriptive thought that a person holds about something. Attitudes are a persons favorable or unfavorable evaluations, emotional feelings, and action tendencies towards some object or idea. Expectancy-value model of attitude formation shows that consumers evaluate products and services by combining their brand beliefs according to importance. Purchase decision Heuristics are rules of mental shortcuts in the decision process. With the conjunctive heuristic program the customer looks for every attribute an d chooses the irst alternative that meets the minimum standard for all attributes. With the lexicographic heuristic the customer chooses the best brand on the basis of its perceived most important attribute. With the elimination-by-aspects heuristic the customer compares brands and eliminates those which dont correspond to the minimum acceptable cutoffs. The perceived bumps can modify, postpone or avoid a purchase decision. Functional risk the product does not perform up to expectations. Physical risk the product could threat health or well- be of the user or others.Financial risk the product is not worth the price paid. Social risk the product results in embarrassment from others. Psychological risk the product affects the mental well-being of the user. attitudepurchase behavior early(a) theories of consumer decision making Level of consumer involvement Consumer involvement is the level of engagement and active processing responding to a marketing stimulus. Decision heuristics a nd biases The availability heuristic means that for example a customer who had troubles with a product would be more likely to purchase a future product with warranty.The representativeness heuristic means that the customer buy a product to be seen as representative of a whole category. The anchoring and adjustment heuristic means that the first impression determines the interpretation of the come on information. That is why it is very important to make a first good impression for a salesperson, for instance. Mental accounting Mental accounting refers to the way consumers code, categorize, and evaluate financial outcomes of choices. Prospect theory maintains that the consumers frame their decision alternatives in terms of gains and losses according to a value function.CHAPTER 7 ANALYSING CONSUMER MARKETS A The study of consumer behavior Consumer behavior is the study of when, why, how and where people do or do not buy products. It tries to understand the buyer wants and decision ma king process both respectively and in groups. It also attempts to evaluate influences on the consumer from groups such as family, friends, reference groups, and society in general. Its can be divided into three interdependent dimensions The study of culture The study of social group The study of the individual CultureCulture is the essential determinant of a persons wants and behavior. Every culture can be divided in subcultures that include nationalities, religions, geographic region etc and offer more precise identification for their members. Multicultural marketing appear to satisfy the different subcultures. We can also observe different social classes with people who have the same values, interests and behavior. Each social class show divers(a) product and brand preferences on different level. Social groups a. Reference group A reference group is a group that influences people attitudes and behavior.There are different categories of groups Membership groups have a direct influence on people (family, friends, colleagues) Aspirational groups are thosea person wish to join Dissociative groups are thosea person, does not belong b. Family Family is the most influential primary reference group. There are two families Family of orientation parents and sibling Family of procreation wife /husband children The individual consumer A consumers decisions are influenced by personal characteristics such as the age and stage in the life cycle, the occupation and economic, the life style and values and the buyers personality.So to study and understand consumer behavior its really important to start with the consumer herself or himself. Explore into all these factors can provide clues to attain and serve consumers more in effect. B Key psychological process Motivation Freud, Maslow, Herzberg a. Freuds theory For Freud people s behavior are unconscious. People not only react to their affirmed aptitudes, but also to other. b. Maslows theory c. Herzbergs theory For Herzberg there are two different factors Dissatisfiers factors that cause dissatisfaction Satisfiers factors that cause satisfactionThe sellers should try to keep away dissatisfiers factors and identify the confidential information satisfiers or motivator of purchase in the market and then provide them. I. Perception Perception is the processes by which we select organize and interpret information. People have different perception of the same object because of three perceptual processes Selective attention Selective distortion tendency to interpret information in a way that fits our preconception Selective retention only preserve information that support our manners and beliefs II. Learning People learn from their experiences and change their behaviour.Marketers should build demand for a product by associating it with strong drives (internal stimulus pushing action), cues (minor stimuli) and providing positive support. III. Memory Memory is distinguished between to type of mem ory short-term memory and long-term memory. Marketing is a good way to be sure that consumers have the right type of products and services experiences to build the good brand knowledge and keep it in memory. Four main psychological processes affect consumer behavior r motivation, perception, learning, and memory. C Perspectives on consumer behaviorNumerous perspectives on consumer behavior can be considered The behavioristic perspective focus on the impact of external influences on consumer behavior The information processing perspective appeared in the 60s and 70s thinks about how consumers mentally process, store, retrieve and use marketing information in the decision process The emotional perspective consumers affections should be included in the definition of consumer decision making The cultural perspective culture show consumers view A multiperspective approach consumers do not have unlimited mental resources D The buying decision process the five stage modelTo understa nd how consumer make buying decisions, marketers should identify who makes and has contribute into buying decision. People can be initiators, influencers, deciders, buyers or users. The classical buying process consists of the following succession of events 1. Problem recognition (the buyer recognizes a problem) 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post purchase behavior (post purchase satisfaction, action, use and disposal) Marketers have to understand the consumer behavior at each stage. Its not always easy because many different factors influence the diverse behavior.CHAPTER 8 IDENTIFYING MARKET SEGMENTS AND TARGETS I. The business market versus the consumer market Business marketers have numerous characteristics that contrast with those of consumer markets Fewer larger buyers deal with much bigger buyer than the consumer market Close supplier customer relationship suppliers adapt their offering to individual business customer needs Prof essional purchasing goods are bought by trained purchasing agents Multiple buying influence more people typically influence business buying decisions Multiple sales calls Derived demand the demand for business goods resulting from the demand for consumer goods Inelastic demand the demand for goods wont change even if prices change Fluctuating demand the demand for business goods and services tend to be more unstable than the demand for consumer goods and services Direct purchasing business buyers buy directly for manufactures II. Buying situations The business buyer faces many decisions in making a purchase. The number depends on the buying situation complexity of the problem being solved, newness of the buying unavoidableness, number of people involved and time requirement.There are three types of buying situations Straight Rebuy The purchasing department reorders supplies and chooses from suppliers on an approved list. The suppliers effort to maintain service and product qu ality. Their goal is to get a small order and then enlarge their purchase share over time. Modify rebuy the buyer wants to change products specifications New task the buyer buys the product for the first time III. Systems Buying and Selling Originally, system buying is a practice about government purchases of major weapons and communications systems.Thus, many business buyers prefer to buy a total solution to a problem from one seller. A system selling is a key industrial marketing strategy in bidding to build large-scale industrial projects, such as dams, steel factory, irrigation systems, sanitation systems, pipelines, utilities and even new towns. B. Participants in the business buying process I. The buying centre The buying center consists of all those individuals and groups who contribute in the purchasing decision making process. Its include all members of the organization who take part in any roles in the purchase decision process. Initiators request something be purchased Users use the product, initiate the buying proposal Influencers people who influence the buying decision Deciders decide on product requirements or on suppliers Approvers authorize the proposed actions Buyers have formal authority to select the supplier and arrange the purchase terms Gatekeepers have the power to prevent sellers or information from reaching member II. Buying centre influences Buying center typically include several participants with diverse interest.If the business marketers want to influence these participants they should try to be attentive to many factors such as environment, organization, individual, motivations and interpersonal influences. III. Buying centre targeting Business marketers should answer at some questions to target their efforts appropriately. Who are the major decision participants? What decisions do they influence? What is their level of influence? The small sellers focus on reaching the key buying influencers and larger sellers the multil evel in depth selling to attain many participants. C. The Purchasing/Procurement Process a. Purchasing Department PerceptionsRecent competitive pressures have led many companies to upgrade their purchasing departments and elevate administrators to vice presidential rank. These new, more strategically oriented purchasing departments have a mission to seek the best value from fewer and better suppliers. b. Purchasing Organization and Administration Some companies have started to centralize purchasing. Headquarters identifies materials purchased by several divisions and buys them centrally, gaining more purchasing clout. At the same time, companies are decentralizing some purchasing operations by empowering employees to purchase small-ticket items.D. Stages in the buying process The buying process consists of 1. Problem recognition the company recognizes a need that can be fixed by purchasing a good or service. 2. General need description and product specificationgeneral characteristic s and required quantity 3. supplier search identify the most appropriate suppliers 4. Proposal solicitation invite the qualified suppliers to declare oneself proposals 5. Supplier selection the buying center usually use a supplier evaluation to identify the most attractive suppliers 6. Order-routine specification negotiations 7. Performance review review of the chosen supplierE. Managing business to business relationship Business marketers must form strong bonds and relationships with their customers and provide them added value. Some customers, however, may prefer more of a transactional relationship. a. The Benefits of good Coordination Much research had advocated greater vertical coordination between buying partners and sellers, so they can transcend merely transacting and instead engage activities that create more value for both parties. Building trust is one prerequisite to healthy long-term relationships. b. Business Relationships Risks and OpportunismResearchers have noted that establishing a customer-supplier relationship creates tension between safeguarding and adaptation. Vertical coordination can facilitate stronger customer-seller ties but at the same time may increase the risk to the customers and suppliers specific investments. Specific investments, however, also think of considerable risk to both customer and supplier. Transaction theory from economics maintains that because these investments are partially sunk, they lock the firms that make them into a particular relationship. I. Transactions cost economics F. Institutional and government marketsPART 4 BUILDING STRONG BRANDS CHAPTER 9 CREATING BRAND EQUITY I. What is a brand equity A. Role of brand rent to consumers evaluate products (of specific brands), in order to find their needs. Brand signal a certain level of quality. Brand offer security for customers and firms B. The scope (ampleur) of brand A brand resides in the minds of consumer as an identity One of the first branding strate gy is consumers must be convinced their meaningful differences among brands in products or services C. Defining brand equity -is the added value endowed on product and service customer based brand equity the customer brand knowledge is + when he reacts more favorably to a product and when reacts less favorably 3 keys for favorably react different responses about consumer needs associated the brand of something (image), and ensuring consumer has great experiences with products. D. Brand equity as a bridge -brand knowledge (decide by customer) dictates future direction of the brand Brand promise is what the brand is and must do for consumers So, money spend for marketing is an investment for consumers brand knowledge E. brand equity model 4 models of B. equity models brand asset appraiser (p 283) 5 categories differenciation,energy, revelance, estum, knowledge -brandz (p 284) relationship with brand (pyramid) -AAKER model typically elements (value, uses, meaning, origin country, per sonality, symbols) -brand resonance model (p 285) development, building objectives II. Building brand equity This is the creating to have the right brand knowledge of consumers F. Choosing brand elements -Its that identify and differentiate the brand -6 criteria memorable, meaningful, likable, adaptable, transferable (for a new product, geography), protectable (not become generic as Kleenex, scotch).G. Designing holistic marketing activities Brand contact with the consumer, there are 3 phase Personalization -stop mass market, throwback to personalizing marketing. Each customer is unique one to one marketing -build a strong consumers relationship Integration -traditional mix marketing isnt adequately, now we need variet of marketing to reinforce the brand. (Sponsoring, communication, promotion, events.. ) Internalization -companies must put one over an international perspective Choose the right moment, link internal and external marketing and bring the brand alive for employees H.L everaging (influence) secondary association Linking the brand with others information (p290), a brand can build equity by linking with others entities. III. Measuring brand equity 2 basic approaches -Brand audit uncover sources of brand equity, suggest way to improve its equity. Brand audit is use to prepare marketing plan -brand tracking studies understanding thank to quantitative data from consumers, to facilitate day to day decision marketing. IV. Managing brand equity Brand management requires a long term view of marketing actions I. Brand reinforcement -Brand need to be carefully managed to surviveImprove product, service, and marketing Needs innovations/relevance throughout marketing program (p295) -marketing need some change to be competitive -brands need activities to awareness (new products, creatively design, ad campaign) J. Brand revitalization New competitors can affect a brand, so brand have to be refresh Solution -understanding the source of brand equity -bad associati on loosing the brand -create new positioning -change marketing program -come back to basic image V. Devising (concevoir) a brand Strategy -Brand extension establish brand with introduce a new one sub brand new brand combine with existing brand -brand line all product -License product brand name has been licensed to make the product K. Branding decision Develop a brand name for a product 4 strategies Individual name(old el Paso) advantage, if the product is low quality brand is not hurt Blanket family name development cost is lower because we dont need research/add, to create recognition Separate family name for all products ex craftsman for tools Corporate name have with individual product name Kellogg kelloggscorn flakes L. Brand extension Advantages -customers know parent brand dont need to create awareness for marketing, communication Feed back effect knowledge Disadvantages -confusion with new product -harm, hurt parent brand with bad a product (Success characteristic f 9. 8 p 301) M. Brand portfolio Marketers need multiple brands to pursue these segments. Aim goal of brand portfolio is maximize brand coverage. -low end entry attract customers to brand franchise -high end prestige prestige of brand with adds CHAPTER 10 CRAFTING THE BRAND POSITIONING SEGMENT MARKETING A market segment consists of a group of customers who share a similar needs and wants.Rather than creating the segments, the marketers task is to identify them and to decide which one to target. Market segments can be characterized in different ways, one approach is to Identify preference segment categorized them by Homogeneous preferences if the customers have the same preferences Diffused preferences the customer preference vary greatly in their requirement Clustered preferences when natural market segment emerge from groups of customers with shared preferences NICHE MARKETING A niche is marketing is narrowly defined customers group seek a distinctive mix of benefits or values.Marketers us ually identify niches by dividing a market into subsegments. Niche markets are generally fairly small is term of volume but constitute a sufficientetly attractive size, profit and growth potential. Also they are less likely to attract many other hefty competitors Focusing their resources to gain economies though specialization LOCAL MARKETING Customizes merchandise to match the perceived demand of local areas The risk associated with localized marketing includes A tendency to drive up the manufacturing costs and to reduce economies of scale Grassroots marketingINDIVIDUAL MARKETING Marketing one to one The researches seek to define segment by looking at descriptive characteristics geographic, demographic and psychographic. GEOGRAPHIC SEGMENTATION Divide the market into different geographical units such as nations, states, regions DEMOGRAPHIC SEGMENTATION The market is divided into groups on the basic of variable such as ages, family size, occupation, race PSYCHOGRAPHIC SEGMENTATIO N Psychographic profiles are typically developed with reference to three variables know as the AIO factors that describe individual lifestyle 1. Activities 2. Interests . opinions BEHAVIOURAL SEGMENTATION Marketers place buyers into groups on the basic of their knowledge of, attitude towards, use of or response to a product. To compete more effectively many companies are now adopting target marketing. Instead of scattering their marketing efforts they are focusing on customers they have the greatest chance of satisfying. Target marketing includes three activities market segmentation, market targeting and market positioning. STEPS IN SEGMENTATION PROCESS 1. Needs-based segmentation Group customers into segments based on similar needs 2. Segment identificationSegment by behavior, psychographic, individual, demographic and geographic 3. Segment attractiveness Determine the attractiveness of each segment 4. Segment profitability Determine segment profitability 5. Segment positioning for each segment create a value proposition and product-price positioning strategy based on that segments unique customer need and characteristics 6. Segment acid test create segment storyboard to test the attractiveness of each segments positioning strategy 7. Marketing mix strategy Expand segment positioning strategy to include all aspects of the marketing mix the 4PEFFECTIVE SEGMENTATION CRITERIA An effective segmentation must be 1. Measurable size, purchasing power 2. Substantial the segment are large and profitable enough toserve 3. Accessible the segment can be effectively reached and seved. 4. Differentiable the segment are distinguishable 5. Actionable effective programs can be formulates for attracting and serving the segments Positioning is the act of designing the company offering and image to occupy a distinctive place in the minds of the target market. The goal is to establish the brand in the mind of the consumers.The result of positioning is the successful creation of a consumer- focused value proposition CHAPTER 11 COMPETITVE DYNAMICS Without customers, you dont have business Creating loyal customers is at the heart of every business, the only value your company will ever create is the value that comes from the customers. Managers who believe that costume designer is the companys only true profit center consider the traditional organization chart (first figure), successful marketing companies invert the chart (second figure) At the top the customer, the front line is the people who meet, serve and satisfy customersMany companies recognize the importance of satisfying theirs consumer in order to develop brand reputations that can deliver a sustainable competitive advantage The concept of costumer-perceived value enables marketers to discover what consumers want though the medium market research CUSTOMER-PERCEIVED VALUE (CPV) The CPVis the difference between the prospective customers evaluation of all benefits and all the costs of an offering and t he perceived alternatives. Total costumer benefit is the perceived monetary value of the bundle of economic, functional and psychological benefits consumers expect from given market offering.Total costumer cost is the perceived bundle of costs costumers expect to incur in evaluating, obtaining, using and disposing of the given market offering BUILDING CUSTOMER SATISFACTION Customers want loyalty, not perfection Customer can sense when a companies are consistently more loyal to investors, employees and regulators than to people who buy their products and services, customers are not being disloyal they are being discriminating. The question is not how can we radically increase customer loyalty, but how can we radically increase our own loyalty to customers.To increase our sellers, we need to develop consumers loyalty Total customer satisfaction Whether the buyer is satisfied after purchase depends on the offers performance if the performance falls short of expectations, the customer i s dissatisfied, if the performance match the expectations, the customer is satisfied, if the performance exceeds expectations, the customer is highly satisfied or delighted. Customer assessments of product performance depend on many factors, especially the type of loyalty relationship the customer has with the brand.Although the customer-centre firm seeks to create a high customer satisfaction, that is not only his ultimate goal. Company might be able to increase its profitability by means other than increased satisfaction. Monitoring satisfaction Many companies are systematically measuring how well they treat their customers, identifying the factors shaping satisfaction and making changes in their operations and marketing as a result Customer satisfaction Companies should measure customer satisfaction regularly, because an important key to customer retention is customer satisfaction.A high customer satisfaction brings high profits, the customer nonplus longer the customers are les s sensitive to the price and pay less attention to the competing brand. Measurement techniques A number of methods exist to measure customer satisfaction for example periodic surveys, customer loss rate. Influence of customer satisfaction For customer-centre companies, customer satisfaction is both a goal and a marketing tool. Companies need to be especially concerned today with their customer satisfaction level.MAXIMIZING CUSTOMER LIFETIME VALUE Customer profitability A profitable customer is a person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the companys cost stream for attracting, selling and servicing that customer. CULTIVATING CUSTOMER RELATIONSHIPS Maximizing customer-perceived value means cultivating long-term customer relationship. Companies are now moving away from wasteful mass marketing to preciseness marketing designed to build strong customer relationships.Customer relationship management Customer relationship man agement (CRM) is the process of carefully managing detailed information about individual customers and all customer touch point to maximize

Broken Family Essay

Family is the basic unit of society. This is the most essential character of a country. A home is where a family lives. It may be alternated to the word house but a house is more appropriately referring to the material structure, whereas home refers to the intangible things that bind together the family members. It is the immeasurable cope and c ar that keeps together the mother, father and their children. How incessantly, no matter how ideal a family in the terms of their relationship, there are still hardships and misunderstandings that will come along the manner. It is just part of any relationship anyway. But, the dreary part is when one of the family members gave up and the others have no choice but to accept and let go. Thus, the family starts to be upset. A family can consist of a father, mother, and children. They all live in the uniform house until they are old ample to leave. Broken Family is a family with children involved where parents are legally or illegally ob scure whose parents have decided to go and live their lives separately for several reasons/problems.A broken family is one where the parents (mother and father) of a child or children have split up and no longer share a ace family home as a family unit. This is also known as a broken home. Have you ever heard the expression A family whos eats together stays together? Well, that is true, but and emotionally broken up family means that the family has grown apart, fights all the time, doesnt get along. It doesnt just manage a toll on the family, it takes a toll on the family members. No one wants a broken home. Even if they say they do. Broken family is a major problem of the society that should be given enough attention. The behaviour of family setup affects the social, economic and political aspects of a country. It should not be taken for granted as if it will fix the problem on its own. Unconditional love and eternal care should be the alkali of every family. It should always be remembered to keep the family away from the thoughts of separation.This break down may be student practiced to the student to balance between their studies and the pain they faced/encounter. This study is significant to the researcher since it is an opportunity to amplify skills in conducting research. For the future researcher, this study will serve basis for the conduct of future researcher.Specially, this study sought-after(a) to answer the following questions 1. How this situation/problem affects their studies, particularly in academic subjects? 2. What are the possible solutions to get the hang this problem?This study was conducted to determine the effects of a broken family to the study of their children. The expected output of the study will be settlement of the effects of a broken family tto the studies of their children.This study takes only 10 students having the same problem/situation and focus onlt on the affects of a broken family to the studies of their children. The study will be conducted at University of Southern Mindanao (USM), North Cotabato from February to June 2013. Society = is the people who live in a country or region, their organizations, and their way of life. Essential = is extremely important or absolutely necessary to a particular subject, situation, or activity. family relationship = between two people or groups is the way in which they feel and behave towards each other.

Euthanasia should be legalised. Agree or Disagree? Essay

Euthanasia is inducing a chafeless(prenominal) death, by agreement and with compassion, to ease suffering. There atomic number 18 too four different kind of mercy k unhealeding active, passive, volunteer and involuntary. Active mercy killing means carrying out some action to help mortal to die, whereas passive euthanasia is to non carry out actions which would prolong flavor. hence with regards to the above, voluntary euthanasia is service of process a somebody who wishes to die to do so and involuntary euthanasia is helping a person to die when they atomic number 18 un adequate to(p) to request this for themselves. It is argued on a yearly basis as to whether euthanasia should be legalised in the United Kingdom.There are several strains in favour for the legalisation of euthanasia. In voluntary euthanasia, its argued that it shows mercy for those suffering with pain and a disease with no cure, a tout ensemble overhear which Thomas More (1478-1535) supports. In his book Utopia (1516), More argued that when a patient suffers a torturing and procrastinating pain, so that there is no hope, either of recovery or ease, they whitethorn choose rather to die, since they bunsnot rest but in much misery. It is an opportunity to end needless suffering, matchless that we already prolong to animals, thus should be offered to humans. some other advocates of voluntary euthanasia argue that it should be an option for an adult who is subject and giveing to make such a decision (autonomy). They argue that it should be on offer as star option among many, along with the kind of condole with of patients with a terminal illness is offered by hospitals and hospices. This argument is confineed by John Stuart Mill who, in his book On Liberty (1859), argued that in matters that do not concern differents, individuals should throw full autonomy The only part of the conduct of any one, for which (a citizen) is tame to society, is that which concerns others. I n the part which merely concerns himself, his independence is, of right, absolute.Over himself, over his body and mind, this individual is sovereign. The VES (www.dignityindying.org.uk) too argues that each human being deserves respect and has the right to choose his or her own destiny, including how he or she lives and dies. American doctor Jack Kervorkian has said (Gula, 1988) In my view the highest principle in medical ethics in any kind of ethics is personal autonomy, self-determination. What counts is what the patient wants and judges to be a benefit or a observe in his or her own life. Thats primary. We have autonomy over our bodies in matters of life, and it should be the same in matters of death. Thus, voluntary euthanasia gives people full autonomy and should be legalised.Other believers of voluntary euthanasia claim that it maintains quality of life. They say that human beings should be able to maintain their dignity up until the end of their lives. Thus, not only is it a matter of pain, but of self respect. If somebodys standard of living is such that they no longer want to live, then they should be able to end their life and, if necessary, be assisted in doing so. However, the quality of life worth living is one that only the person in question can define. Having control over their life is a course of enhancing their human dignity. Thus, as euthanasia maintains this quality of life and human dignity it should be legalised.A win point arguing that euthanasia is acceptable claims that the act is not in fact murder and should therefore be legalised, as it doesnt go against any other laws. This is sustained by Gregory E. Pence in his term Why physicians should aid the dying (1997). Pence argues that killing humans who dont want to live is not wrong. He continues to explain that it isnt wrong to help the dying to die, because they are actually dying.There are also several arguments against voluntary euthanasia. One difficulty with euthanasia be ing legalised is a persons motives. It is questionable as to whether we can be sure that when a person supplicates for death, that the person isnt crying(a) out in despair, rather than making a definitive decision. When a person is desperate, they may touch that they want to end their life and therefore deduce that the pain is besides great and life too agonising. However perhaps these moments of desperation will pass and they will be glad that no one acted on their pleas.It is also questionable as to whether doctors can be sure that they know and understand all the facts. It could also be thinkable that they may fear a future which will not be realised. Thus any euthanasia process would have to establish, beyond any precariousness, the true intentions of the patient who is requesting euthanasia and that the patient is fully aware of the situation. Thus from this view point euthanasia shouldnt be legalised receivable to the risk of misinformation or a failure to comprehend th e situation which would leave the patient vulnerable to a decision that he or she might not truly want to make.There are also arguments against the legalisation of euthanasia due to the risk of mistake that may occur, as we cant be certain that they would be avoided. For example, someone chooses death because they have been diagnosed with a fatal, incurable and painful illness. Then, after the person has died, it is discovered that the diagnosis was incorrect. Therefore, in the legalisation of euthanasia, the diagnosis would have to be beyond a doubt and it is questionable astir(predicate) whether there can always be medical certainty about what the originator will entail and how long it will take to develop. Thus, being an area of doubt that could lead to permanent mistakes, euthanasia shouldnt be legalised to safeguard people against this.Glover (1977) noted that people who feel they are burdens on their families sometimes commit suicide. Thus it may be possible that elderly re latives who think they are burdens to their families ask for voluntary euthanasia out of a sense of duty to the family. Its also questionable as to whether, on the other hand, they could be pressured into asking for voluntary euthanasia by their relatives. As an example, the conviction of Harold Shipman who, as a doctor, murdered elderly patients over a period of years shows the power of doctors. Thus, due to possible abuse of the system, euthanasia should not be legalised as the existence of such a system could give up such people even more capacity for murder by manipulating patients and documentation.There are also arguments against the legalisation of euthanasia due to its possible negative impact on the community. It is argued that the legalisation of voluntary euthanasia might lead to other forms of euthanasia being supported, for example, involuntary euthanasia may start to be carried out (like the Nazis did) on the sick, the elderly and the disabled.However, Glover (1977) s ays that this argument is unconvincing and thus rejects it, whilst Helga Kuhse (1991) has observed that this has not happened in the Netherlands, where voluntary euthanasia is legal. It is further argued that its negative effects on the community might include the damage of the care of patients who are dying. While oppressing voluntary euthanasia, people have developed caring and sensitive environments for the terminally ill within the hospice movement. Therefore it is possible that legalisation of voluntary euthanasia would effect the culture in which that attempt to care has been developed. For example, it is questionable as to whether, if voluntary euthanasia was legalised, people would be concerned about visit hospitals, fearful of what might happen such as an unwanted assisted death.There are other cases where a patient cannot let their wishes be known, such as a person who is in a coma in which recovery is very unlikely or impossible. There are also cases of babies who have se vere, permanent and possibly deteriorating health conditions that cause suffering. The withdrawal of treatment or use of certain medicines may lead to involuntary euthanasia. The principle of this is uncontroversial. However, the question of taking away food and water is. Tony Bland (1989) was in a coma from which doctors believed he would never recover. He was classed as in a vegetative maintain and could open his eyes but he did not respond to anything around him. He couldnt leave but could digest food and needed to have food and water provided to him through a cater tube.He wasnt dying, yet there was no cure. There ended in being a appeal case over whether or not it was right to remove artificial feeding, which would lead to his death. The court allowed Bland to die through starvation and dehydration, which would be painful if he was able to sense the pain, though is was presumed that he couldnt. Thus this takes steps towards active involuntary euthanasia or even non-voluntar y euthanasia as The 2005 Mental Capacity Act for England and Wales preserves in law the view that assisted food and fluids is a medical treatment that could be withdrawn. With there being instances where doctors are convinced a person will never wake up from a coma, or has no capacity for normal function, and yet can be kept alive, there is the question over whether it shows much or less respect for the value of a person to withdraw life saving measures and thus whether or not this should be legal.Other areas of controversy surround the care of disabled babies. It is possible to keep alive more and more physically disabled babies. However, some argue that allowing a disabled baby to live is to disable a family. The imperial College of Obstetricians and Gynaecologists (November 2006) urged health professionals to consider euthanasia for seriously disabled babies to spare the emotional burden of families bringing them up. Critics of this are concerned that the example of actively kil ling a baby or withdrawing treatment to bring about death develops a culture in which all disabled people are considered to be of less value and thus dispute as to whether or not this should be legal.Answers of these questions are also sought-after(a) through religion. Questions such as what do we do for the person who is in a coma with no hope for recovery? How do we care for the terminally ill who is in a lot of pain? These questions can be answered by Christianity and Islam. In Christianity, biblical teachings forbid killing (Sixth commandment).They also say that life should not be violated and there is also a powerful message of the importance of meliorate and care for the sick. However, there are exceptions for warfare and self-defence. There are also examples in the bible where the reach of life is considered moral (greater love has no man than this That a man lay polish up his life for his friends John 1513). The bible does not prohibit all taking of life in all circumstan ces, although Christians have traditionally considered taking ones own life to be wrong. Thus is can be seen that Christians would accept euthanasia in certain circumstances.