Animal Imagery in King Lear Essay

Creature Imagery in King Lear A typical misguided judgment during the Elizabethan Era is that people are better than creatures. Fudge shows this by expressing: â€Å"where there is a dread of the breakdown of distinction, there is likewise a pressing need to emphasize human superiority† (Fudge 2). All through King Lear, Shakespeare challenges this limit has been urgently upheld by people for such a large number of years. The severe differentiation among people and creatures is trivialized as Shakespeare constantly insinuates the connections between his characters, creatures, and different species. With this being stated, the crowd can perceive how the play King Lear, uncovered various Shakespeare’s intriguing abstract decisions. One that is utilized every now and again inside the play is creature symbolism, where the attributes of explicit people identify with the characteristics related with a specific creature. Using a mythical serpent, snake, and flying creature, Shakespeare uses creature symbolism to relate basic understandings and portrayals of creatures to feature both the characters’ genuine characteristics and their importance through a women's activist focal point. The juxtaposition of human and creature in King Lear is successful in building up the possibility that people and creatures are not as different the same number of accept, and in certainty have a considerable lot of the equivalent fundamental characteristics. The picture of a mythical beast is utilized by Shakespeare to depict King Lear’s feelings. Despite the fact that winged serpents are customarily legendary animals, their possessive characteristics and hazardous character are qualities that people additionally have. For instance, Lear alludes to himself as a monster when he states, â€Å"come not between the winged serpent and his wrath† (1. . 126). Now in the play, it is apparent that Lear has characteristics of a mythical serpent as he is effectively maddened, and sees himself as a ground-breaking and notable individual. He gets angered at the way that his valued belonging or fortune, Cordelia, is being placed in danger by her reaction. Lear and a mythical serpent both show how the idea of progress can cause one to turn out to be truly helpless. In spite of the fact that Lear’s unbendable character makes him oust Cordelia, the idea of losing his preferred little girl will get everlasting in his brain. Both a mythical beast and Lear have gotten so familiar with their jobs of ensuring, that change may make them lash out. Moreover, Lear shows how he feels better than everybody beneath him in the chain of importance. His activities uncover that he considers himself to be unapproachable and is eager to present dangers to anybody he may feel awkward or scared by. Despite the fact that Kent is offering Lear extremely valuable guidance, Lear’s current condition of powerlessness makes him usher dangers and settle on harebrained choices. Lear’s remarks severely and his correlation with being a winged serpent shows how guys have extreme authority over ladies, and can express their real thoughts without outcomes. Also, men can be recognized as the predominant sexual orientation since Lear parallel’s a dragon’s qualities of being an amazing animal and pioneer. Despite the fact that Lear is happy to split his realm, he doesn't propose that he is eager to surrender any of his capacity. Lear despite everything needs to stay as a main figure and have full authority over everybody. There is no notice of a Queen being available, or the level of influence moving to any other individual other than Lear. In this way it is clear that Shakespeare utilizes creature symbolism to show Lear’s searing character and male power. Generally, snakes are viewed as ruthless creatures that are dreaded by nearly everybody. Being identified with a snake isn't regularly a positive examination, subsequently, one must submit a fundamentally malicious activity to be called one. The principal reference to a snake is when Lear is yelling about Goneril to Regan. He states, â€Å"[Goneril] hit me with her tounge/most serpant-like, upon the very heart† (2. 4. 169-170). In a customary battle, a snake is practically weak; in any case, it is realized that by being brilliant and beguiling, snakes can be successful in fight. Goneril shows this by complimenting her father’s sense of self so as to get his wealth. When she takes her father’s riches, she arranges him to dispose of his knights, and at last shows him out, with no place to go. Goneril’s crafty capacity permits her to pulverize her dad, while profiting herself. These despicable activities that she submits come as an astonishment to Lear since he is ignorant concerning the way that he is being cheated and burglarized of his assets from the subsequent he offered the division of his realm. Much the same as a snake, the component of shock is used by Goneril to find her dad napping and along these lines, decrease his capacity with no results. Besides, this shows how insatiability and riches can make people settle on ill-advised choices, and along these lines be contrasted with harmful mammoths. As the play reaches a conclusion, one can perceive how the statement turns out to be extremely amusing as Goneril chooses to harm her sister. Along these lines in addition to the fact that she possesses a similar mindset as a snake, she additionally finishes her activities genuinely by the utilization of toxic substance. Through a women's activist focal point, one could state that men rush to censure ladies for their activities and errors. Lear is too bustling feeling frustrated about himself to understand that he was the reason for his own misery and annihilation. Be that as it may, rather than recognizing this reality, he promptly alludes to his little girl as a snake. The portrayal of ladies as snakes shows the lopsidedness of intensity in the public arena. With the end goal for ladies to settle on their own choices, they should be guileful and close-lipped regarding them since they reserve no option to express their genuine thoughts before men. In this way, rather than expressing their own sentiment, they should conform to the necessities and needs of the men around them. Regardless of whether they have an incredible thought, it will no doubt be contradicted by men just on the grounds that ladies are seen as being less fit or solid. With this being stated, Shakespeare utilizes the picture of snake to feature the numerous underhanded and manipulative characteristics that people have. Shakespeare uses the picture of a winged creature to reflect both positive and negative qualities inside his characters. In contrast to most creatures, fowls can communicate both savage and serene impulses. Towards the finish of the play, the reference of a winged animal is found in a positive manner, as it speaks to the reestablishment of life and opportunity. This is available when Lear states, â€Å"we two alone will sing like flying creatures in a cage† (5. 3. 10). The statement accentuates incongruity as both Lear and Cordelia are actually in jail like a winged animal in a confine. In spite of the way that they are hostage, and going to lose their lives, their general joy is reestablished in light of the fact that they are together by and by. After the peak of the play causes extraordinary torment and anguish for the two characters, being along with the one whom they can trust and care for is the most ideal prize, paying little mind to the setting. Presently that Lear and Cordelia are liberated from the abhorrent sisters, they can live joyfully for the remainder of their lives. This thus makes them sing like winged animals, or as it were, express their actual bliss. This is an extremely questionable second in the play, as it is the second when Lear at long last carries positive feelings to the catastrophe that has occurred. Since he is liberated from his presumption and deceptions, he can see the genuine affection of Cordelia. The utilization of a confined winged animal portrays Cordelia’s character impeccably. All through the play, she is relied upon to assume the conventional job of a lady, which is to look pretty and â€Å"sing† charmingly. This recommends ladies are relied upon to act just in the manner that their male specialists want. Be that as it may, in spite of the fact that Cordelia has done nothing incorrectly and has kept on being an unwavering spouse and girl, she despite everything winds up dead because of her sisters activities. Much the same as a confined winged creature, ladies are compelled to live through the details of their proprietors. In this manner, despite the fact that they can be free, they are committed to tune in to whatever their proprietors need. Likewise, this shows how men see themselves as suppliers, and the upside of this is they perceive that larger part of ladies would not have the option to adapt without anyone else in a male ruled society. Despite what might be expected, Shakespeare utilizes the picture of a winged creature to show their increasingly ruthless and savage-like practices. These flying creatures negate the conventional picture of a winged animal as they are exceptionally hazardous and forceful. All through the play there are various references to these winged animals, for example, â€Å"the support sparrow took care of the cuckoo so long,/that it’s had it head bit off by it young† (1. 4. 203-204). The dolt expresses this to Lear since he knows about the detestable activities that both Goneril and Regan are submitting. The two little girls are raised by Lear in this way they know every one of his shortcomings and can exploit them. Likewise, when they can understand that their dad is getting old and frail, they accept this open door to free him of his capacity rapidly. The following instances of savage winged creatures in the play are by and by used to make reference to the two wickedness little girls. Be that as it may, this time Lear calls Goneril a â€Å"detested kite† (1. 4. 254), and states that them two are â€Å"pelican daughters† (3. 4. 74). Lear currently understands that he has been deluded by his little girls and that his capacity has been taken from him. These two references are likewise unexpected, as these two feathered creatures are known to eat the tissue of rotting carcasses. From numerous points of view Lear speaks to a rotting carcass, as he is getting old and frail; thusly he can be handily exploited off. In this manner, the picture of winged animals all through the play is basic since it permits Shakespeare to depict the positive and negative qualities in his characters. From the beginning of time, the dissimilarity among creatures and people is muddled. Notwithstanding, Shakespeare easily carries light to

Selection Tools The Interview as an Unreliable and Invalid Tool

Chapter by chapter guide Introduction Why the Interview is Unreliable and Invalid Ways where Interviews Can be progressively valuable Other Selection Tools Discussion and Conclusion References Introduction Employees are a basic part in all associations since their info prompts the accomplishment of organization targets. From this acknowledgment, numerous associations have a Human Resource office whose job incorporates recruiting workers. This movement is significant since the association may wind up needing work force to fill new positions or to supplant representatives who have left the company.In choosing contender for businesses, various instruments are depended on to help in the determination dynamic. Publicizing We will compose a custom exposition test on Selection Tools: The Interview as an Unreliable and Invalid Tool explicitly for you for just $16.05 $11/page Learn More One of the most ordinarily utilized choice apparatus is the meeting which is utilized to attempt to show si gns of improvement appraisal of the potential recruit. Nonetheless, look into shows that the meeting is untrustworthy and invalid determination device (French Rumbles 2010). This paper will decide to examine the reasons why the meeting is commonly viewed as invalid and inconsistent. It will at that point continue to propose manners by which this device can be made increasingly helpful for the choice procedure. The paper will likewise examine two other determination devices that can be joined into the choice procedure in order to improve choice dynamic. Why the Interview is Unreliable and Invalid Employee enlistment and determination is basic for the endurance of an association since it empowers it to procure the work force who will give it an upper hand. In the determination procedure, the most broadly utilized instrument is the meeting (Simola Taggar 2007; Dipboye 1992). All things being equal, this instrument experiences restricted dependability and legitimacy. Dependability allud es to the solidness of a determination instrument where the appraisal made is predictable after some time. Legitimacy alludes to the worthiness of the choice measure to accurately check properties, for example, work ability and occupation execution by the competitor. These inadequacies are a direct result of the accompanying reasons. In any case, interviews don't empower the supervisor to figure the future occupation execution of the competitor. In all determination forms, the point of the directors is to look over the pool of candidates the person(s) well on the way to prevail in the activity being applied for. Passing judgment on the exhibition of the individual is consequently a key angle in the determination procedure. French and Rumbles (2010) express that meetings are inconsistent indicators of candidate’s execution in all actuality. Rather, interviews give the second to the contender to intrigue the scout with their relational abilities or even allure (Mason Schroeder 2010). In that capacity, the data about a potential recruit that is gotten here is abstract, best case scenario and the questioner isn't furnished with minimal authentic, objective, or prescient work information about the competitor. Determination requires the director to get, sort out and comprehend the data they get concerning the potential up-and-comer. The exactness of the observation caused will to majorly affect the choice showed up at (French Rumbles 2010). In a prospective employee meet-up, there are significant time-obliges which increment the odds of committing errors in seeing the potential hire.Advertising Looking for exposition on business financial matters? How about we check whether we can support you! Get your first paper with 15% OFF Learn More Unreliability of the meeting likewise originates from the degree of tact that a questioner has. In certain occasions, the questioner is permitted to direct the meeting in an unstructured way and the inquiries posed shift amon g the competitors (Mason Schroeder 2010. The questioner may in this manner go astray from work fitting inquiries which will incredibly decrease the unwavering quality of the procedure. The reaction assessment for different applicants may likewise vary which will mean inconsistent outcomes being gotten from the procedure. The meeting is more inclined to predisposition than other choice devices. This predisposition might be because of the initial introduction of the interviewee or a narcissistic inclination where the enrollment specialist assesses an up-and-comer by reference to himself/herself. When the enrollment specialist is one-sided, he/she will see the competitor in an abstract way and the choice showed up won't be the best. French and Rumbles (2010) express that predisposition may bring about a promising applicant being excused rashly by the questioner. Manners by which Interviews Can be progressively helpful For the estimation of meetings to be expanded, they ought to be led or directed via prepared people. With appropriate preparing or management, the interviewee will maintain a strategic distance from regular traps, for example, being one-sided while leading the meeting. Prepared enrollment specialists will realize the correct inquiries to pose in a meeting and will abstain from posing inquiries that are seen as immaterial or which increase the value of the choice procedure. Simola and Taggar (2007) unequivocally express that questioners should look for preparing in order to build their adequacy when directing meetings and settling on choices from them. The legitimacy of meetings can likewise be expanded by having the meeting utilize an organized meeting. Simola and Taggar (2007, p.31) express that â€Å"interview structure improves the unwavering quality and legitimacy of the determination interview†. Normalization of the meeting procedure guarantees that change across candidates is diminished which implies that the level of prudence stood to the questioner is decreased. A very much characterized set of inquiries which are applicable to the activity profile that the up-and-comer would like to fill ought to be utilized in the meeting. Concentrate on work related models diminishes the capability of the meeting being affected by unessential qualities which expands the legitimacy of the choice (Cooper Robertson, 1995). What's more, meetings ought to likewise offer the applicant a chance to pose inquiries. As has been noticed, the spotter is assaulted by a ton of data on the interviewee during the procedure. Simola and Taggar (2007) suggest the utilization of note-taking which is related with better review of data. These notes ought to be taken on up-and-comer reaction during the meeting itself rather than taking the notes toward the finish of the interview.Advertising We will compose a custom article test on Selection Tools: The Interview as an Unreliable and Invalid Tool explicitly for you for just $16.05 $11/page Learn Mor e To help beat the predisposition that might be displayed by a questioner, a board talk with which comprises of different questioners at the same time meeting the competitor can be utilized. This board will expand the dependability of the meeting since the inclination which might be there in any single rater will have less effect. Campion et al (1997) express that all exploration shows that the utilization of boards is better than the utilization of single questioners. Other Selection Tools Personality profiles are an intense device that can be utilized in the choice procedure to improve choice dynamic. Character appraisal are supposed to be the best and least cost apparatuses accessible for the recruiting procedure. A complete Personality evaluation test will require around 2 hours and it is said to have 40% consistency. Basham et al. (2009) proclaims that HR experts can utilize character profiles to discover an assortment of applicants who have characters and styles that the assoc iation needs. Research demonstrates that utilizing appraisal for prescreening candidates brought about a 51% decrease in turnover rates (Basham et al 2009) Another device that can be utilized in the determination procedure is the bent test which measures thecritical, critical thinking, learning and thinking capacities of the competitor. Bent tests are particularly pertinent in occupations that require elevated levels of critical thinking and basic intuition abilities from the representative (French Rumbles 2010). These tests are incredible indicators of execution and they in this manner help supervisors to choose people who will show great job execution in future.Aptitude tests additionally measure abilities and different properties that are significant for the activity. Inclination tests along these lines help the HR work force to concentrate consideration on the applicant who appears to hold most guarantee. Conversation and Conclusion French and Rumbles (2010) attest that enlistme nt and determination structure a center part in the administration of HR in the association. The adequacy of choice is significant since there are sure costs that an association will cause for misunderstanding things. In the first place, the immediate expenses of enlistment will be caused if the enrollment and determination process must be rehashed when workers leave the association. Other certain expenses of choosing an inappropriate representative are terrible showing which brings about diminished profitability for the organization.Advertising Searching for paper on business financial matters? How about we check whether we can support you! Get your first paper with 15% OFF Find out More This paper set out to show that shortcomings that are there in interviews. To this end, the paper has featured the issues that make interviews temperamental and invalid. Approaches to address this have been proposed and different devices that can be utilized in the determination procedure recommended. From this paper, plainly choice choices ought not be founded exclusively on interviews however on a wide scope of choice apparatuses. References Basham, MJ, Stader, DL Bishop, HN 2009, How ‘‘pathetic’’ is your recruiting procedure? a use of the lessig ‘‘pathetic dot’’ model to instructive recruiting rehearses, Community College Journal of Research and Practice, 33 (3): 363â€385. Campion, M A, Palme

College Essay Samples - Use Them to Express Yourself

College Essay Samples - Use Them to Express YourselfExpressing myself is a constant struggle. It is, however, so easy to get overwhelmed and we find ourselves rushing through essays for fear of forgetting to express ourselves. In order to avoid this problem, you can create great college essay samples that you can use for express yourself. They will help you stay on track and you will be able to complete your college work easily.First, you need to realize that writing is a skill. While it may seem easy, the more you write, the more you will learn to express yourself. You will have to expand your skills beyond writing to learning to organize your thoughts. That is where college essay samples come in. You can simply pick one that you like and use it as a guide, or you can use them as a foundation for writing.The best writing is done with great writing tips and essay samples. The internet provides you with all sorts of material you can use to write better and express yourself easily. You r college essay is the first step in your educational journey and you should treat it with care and make it something you are proud of.For that, you need to do a good research online. Your college work is one of the most important things you will ever complete in your life. So, it is important that you spend time thinking about it so that you have it ready to tackle when it comes time to write.When you get done with the different materials that you need, you can start with one of the samples. Your goal will be to get it down as well as possible and make it your own. If you don't like it, you can always go back and make adjustments to it until you are satisfied with it.A college essay can be hard work. But, you should also know that it is so easy to become overwhelmed and overwhelm your writing skills. You want to be ready for anything and want to make sure that you learn how to express yourself in a way that everyone can understand.Use the right college essay samples and you will ne ver worry about it again. Then, you can move on to other parts of your course work. With it out of the way, you can then focus on more important things.There are many places that offer free college essay samples. You just need to know where to look. It is a good idea to consider a college guidebook because it can provide you with everything you need to write a very good and exciting college essay. You will be able to make your college experience as memorable as possible, and there is nothing that makes you happier than being able to thank your parents for their sacrifice!

THE GREAT FIRE OF LONDON OF 1666 - 1500 Words

THE GREAT FIRE OF LONDON OF 1666 The Great Fire of London of 1666 that was started by Thomas Farrinor’s bakery caused the destruction of 80 percent of London and led to the creation of insurance and firefighting companies. The fire marked a time of rebirth for the British capital since the city had to rebuild entirely. The fire was quite an interesting event owing the fact that it caused such an extreme amount of destruction and took the lives of only six people. Londoners remember the seventeenth century as a time of desolation, but the events that occurred have impacted the world today. With the creation of insurance and firefighting, not only are people protected, but their property also. As a rule, builders in seventeenth-century†¦show more content†¦Farrinor immediately ran upstairs and when he reached the top, he saw flames, but the flames were not near his ovens, or even close to a pile of wood near the ovens (Shields 80-81). The family then searched for an esc ape route out of the house (Alagna 4). Unable to exit downstairs due to a blocked path, the Farrinor family fled to the roof. The family begged their maid to follow them but she was more afraid of heights than the fire. She stayed in the house and was the first person to die in the Great Fire. The family, however, continued across rooftops until they were safe from the fire (Shields 81). Subsequently, the flames were halfway across London Bridge soon after the fire was started. Two groups of buildings, separated by a clearance, sat on London Bridge (Alagna 19). Pieces of the burning buildings fell into the river causing the water to turn into smoke and steam (Hanson 53). The sights and sounds of the London Bridge burning and falling in the water, created a dark perception for onlookers. The previously mentioned clearance in the London Bridge was a successful firebreak in an earlier fire, and it was successful again in the Great Fire. London was lucky that only one-third of London B ridge burned (Alagna 19). Furthermore, the fire continued to spread rapidly. Huge pieces of wood fell, burning and blazing, forming bridges for the fire to spread to other buildings. Every house became fuel to the fire, so it could growShow MoreRelatedThe Great Fire Of London1142 Words   |  5 PagesSeptember 2, 1666, a monstrous inferno incinerated nearly eighty-percent of London within four days. This calamity caused thousands of frightened people to become homeless. The Great Fire of London portrays the harsh reality of a devastating catastrophe: the burning of an entire city and the steps taken towards the recreation of a thriving empire. 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Theme Of Lord Of The Flies - 1453 Words

Joshua Bradshaw Mrs. Varnam English 10, Period 2 23 November 2014 Theme Developed in Lord of the Flies Different events in life can change who people are. These events can change anyone including people who are civilized and well educated. Life-changing events bring out different sides of people. These sides can be unexpected and sometimes horrifying. This is shown in the novel Lord of the Flies by William Golding. A group of well-educated and upper-class boys survive a plane crash and are stranded on a deserted island in the Pacific. These boys range from younger kids to teenage boys. The island and the challenge of survival tests the boys on who they really are. Some of these boys want to survive in an orderly and productive way whereas others are not concerned about getting rescued and turn into savages. In the novel Lord of the Flies by William Golding, the author uses character conflict and setting to teach that man is essentially good but has evil in him. 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The theme of Lord of the Flies has been questioned and speculated about for decades. To answer the critics, Golding said that the theme was to trace the problems of society back to the sinful nature of man. He wrote the book to show how political systems cannot govern society effectivelyRead MoreLord Of The Flies Innocence Theme Essay927 Words   |  4 PagesTherefore, as the boys turn to savageness, they lose their innocence and display evil.   Ã‚  Ã‚   In a literary criticism done by Gale Student Resources, the major theme pointed out is that there is an element of evil within us all. In the story, Golding shows that the young boys are capable of evil acts. The innocence is not within the children. (â€Å"Lord of the Flies†)   Ã‚  Ã‚   In many instances, the behavior among the boys is rapidly changed to savageness. Specifically, pigs become a big part in the route to evil andRead MoreTheme Of Fear In Lord Of The Flies1038 Words   |  5 PagesRecognizing Aspects of Fear We fear what we cannot see, we fear the unknown and it forces society to juristically change because it’s a part of human nature. In Lord of The Flies, by William Golding, Fear has been portrayed explicitly throughout, as fear is the source of conflicts within the boys, by affecting the nature and civilization on the island itself between the rivalry of Ralph and Jack and the through the decent into savagery causing fear to one another which had subsequently changeRead MoreTheme Of Pathos In Lord Of The Flies869 Words   |  4 PagesLord of the flies is a classic that uncovers the dark and disastrous personality of the most decent human being. The author, William Golding, uses pathos to bring an emotion of tragedy into the book which helps the reader to pick up on the the underlying messages about people. A form of logos can be picked up throughout the story as well by the description of the of insanity or backstabbing that is usually associated with stranding and inclosure. The book begins with a plane full of schoolboys

Marketing Strategy Study Guide Free Essays

MKT 850 Study Guide Chapter 5 * SWOT Analysis: * One of the most useful tools in analyzing marketing data and information * Links company’s situation analysis and development of marketing plan * Uses structured information to uncover competitive advantages and guide selection of the strategic focus of the marketing strategy. * Broken down into: * Strengths, Weaknesses, Opportunities Threats * Productive SWOT (manager should†¦) : * Use a series of SWOT analyses focusing on specific product/market combinations * Search for competitors both present and future Collaborate with other functional areas by sharing information and perspectives * Examine issues from the customers perspective by asking employees: * What do customers believe about us as a company? * Which of our weaknesses translate into a decreased ability to serve customers? * Looks for causes not characteristics considering the firms resources for each part * Separate internal and external issues using this key t est: * Would this issue exist if the firm did not exist? * If yes, issue classified as external * Strengths Weaknesses: Exist because of resources by the firm, or due to the nature of key relationships between the firm and its customers/employees/outside organizations * May be leveraged into capabilities (strengths) or overcome (weaknesses) * Meaningful only when they assist or hinder the firm in satisfying customer needs * Opportunities Threats: * Not potential marketing actions. Issues/situations that occur in the firm’s external environments. We will write a custom essay sample on Marketing Strategy Study Guide or any similar topic only for you Order Now * Not ignored as the firm gets caught up in developing strengths and capabilities for fear of creating an efficient, but ineffective organization. Stem from changes in the competitive, customer, economic, political/legal, technological, and sociocultural environments. * SWOT Matrix: * Allows marketing manager to visualize the analysis * Serves as a catalyst to guide the creation of marketing strategies that will produce desired results. * Allows manager to see how strengths and opportunities might be connected to create capabilities that are key to meeting customer needs * Assesses the magnitude and importance of each strength/weak/opp/threat. * Competitive Advantage: Capabilities in relations to those held by the competition * Based on both internal and external factors * Based on reality and customer perception * Based on the basic strategies of operational excellence, product leadership, and customer intimacy. * Strategic Focus Establishment * Based on developing an overall conce pt or model that guides the firm as it weaves various marketing elements together into a coherent strategy * Tied to firm’s competitive advantage * Use results of SWOT as firm considers four directions of strategic efforts: * Aggressiveness Diversification * Turnaround * Defensiveness * Ensures the firm does not step beyond core strengths to consider opportunities outside its capabilities * Visualized through the use of a strategy canvas where the goal is to develop a value curve that is distinct from the competition * Downplay traditional industry competitive factors in favor of new approaches * Lays groundwork for development of marketing goals and objective, connects SWOT outcomes to the rest of the marketing plan. * Marketing Goals: Broad, desired accomplishments started in general terms. * Indicate the direction the firm attempts to move in, as well as the set of priorities will use in evaluating alternative and making decisions. * Should be attainable, realistic, intern ally consistent, comprehensive, and clarify the roles of all parties in the organization. * Involves some degree of intangibility * Marketing Objectives: * Specific and quantitative benchmarks that can be used to gauge progress toward the achievement of the marketing goals * Should be attainable with reasonable effort Continuous or discontinuous depending on the degree to which they depart from present objectives * Assigned to specific areas, departments, or individuals who have the responsibility to accomplish them Chapter Six * Buyer Behavior in Consumer Markets: * Often irrational and unpredictable as consumers say one thing and do another * Progress through five stages: * Need Recognition * Information Search * Evaluation of Alternatives * Purchase Decision * Post Purchase Evaluation Don’t always follow these stages in order or may skip stages * May be characterized by loyalty where consumers simply purchase the same product that they bought last time * Involves parallel sequencing of activities with finding the most suitable merchant. * Consider what product they want, and where to buy it * Can occur if a consumer is fiercely loyal to a merchant * Can be affected by: * Complexity of the purchase and decision making process * Demographics, Psychographics, and Sociocultural factors * Social influences: culture, social class, family, opinion leaders, reference groups. Situational influences: physical and spatial influences, social and personal influences, time, purchase task/usage, consumer disposition * Consumers Wants Needs: * Shouldn’t define needs as necessities because everyone has a different perspective on what constitutes a need * Needs occur when a consumers current level of satisfaction doesn’t equal their desired level * Wants are consumers desire for a specific product that will satisfy a specific need * Firm must understand basic needs fulfilled by its products. Allows firm to segment markets and create marketing programs t hat show needs into wants for their product * Most products are marketed on the basis of wants not need fulfillment * Wants are not the same as demand * Demand: occurs when the consumers ability and willingness to pay backs up a want for a specific product * Information Search: * Passive and Active: * Passive- consumer become more attentive and receptive to information * Active- consumer engages more aggressive seeking information search * Depends on several issues: Degree of risk * Level of expertise * Actual cost of search (time and money) * Culminates in an evoked set of suitable buying alternatives * Evaluation of Alternatives: * Translates needs into wants for specific products or brands * Evaluate products as bundles of attributes that have varying abilities to satisfy their needs * Priority of each consumers choice criteria can change * Want the product to be in the evoked set of potential alternatives * Constantly remind them of their company and products * Purchase Stage: I ntent to purchase and the actual act of buying are distinct concepts * Key issues: * product availability: how easy is it to get the product where the consumer is * possession utility: how easy is it to transfer ownership * Postpurchase Evaluation: * Outcome of buying process is linked to the development of long-term customer relationships. Closely follow customers’ responses to monitor performance and ability to meet customers’ expectations * Will experience one potential outcomes: Delight, satisfaction, dissatisfaction, or cognitive dissonance * Business Markets: * Purchase products for their use in their operations, like buying raw materials, buying office supplies, or leasing cars * Consists of four types of buyers: * Commercial markets * Reseller markets * Government markets * Institutional markets * Four unique characteristics not found in consumer markets: * The buyer center: economic buyers, technical buyers, and users * Hard and soft costs are equally importan t Hard- monetary price or purchase costs * Soft- downtime, opportunity costs, HR costs * Reciprocity: business buyers and sellers often buy products from each other * Mutual dependence: sole-source or limited-source buying makes both buying and selling firms mutually dependent * Business Buying Process: * Sequence of Stages: * Problem Recognition * Development of product specifications * Vendor identification and qualification * Solicitation of proposals and bids * Vendor selection Order processing * Vendor performance review * Can be affected by several factors including: environmental conditions, organizational factors, and interpersonal/individual factors * Market Segmentation: process of dividing the total market for a particular product or product category into relatively homogeneous segments or groups * Groups should have similar members, but groups must be dissimilar from each other * Fundamental decision of whether to segment at all Allows firms to be more successful due to the fact that they can tailor products to meet the needs of a particular market segment * Traditional market segmentation approach: * Used successfully for decades, not out of date, and are used by many of today’s most successful firms * Can be used in combination with newer approaches by the firm, depending on the brand/product or market in question * Successful segmentation: Must be identifiable and measureable * Substantial * Accessible * Responsive * Viable and sustainable * Avoid ethical/legally sensitive segments * Avoid viable segments that don’t match firm’s mission * Mass Marketing: no segmentation and is aimed at the total market for a product * Undifferentiated approach assumes all customers have similar needs/wants * Works best when needs are relatively homogeneous Advantage- production efficiency and lower marketing costs * Disadvantage- risky because a standardized product is vulnerable to competitors that offer specialized products that better mat ch customers’ needs * Differentiated Marketing: divides the total market into groups of customers having relatively homogenous needs, attempting to develop a marketing program that appeals to one or more of these groups * Necessary when customer needs are similar within a single group, but the needs differ across groups * Two options: * Multi-segment approach * Market concentration approach Niche Marketing: focusing efforts on one small, well defined market segment or niche that has a unique, specific set of needs * Requires that firms understand and meet needs of target customers. Although small in size, firms substantial share makes the segment highly profitable * Individualized Segmentation Approaches: * Viable due to advances in technology especially in communication and the internet * Organizations can now track customer with a high degree of specificity * Allows firms to combine demographic data with past/current purchasing behavior. Tweak marketing programs in ways tha t allow them to precisely match customers’ needs, wants, and preferences * Become more important in the future because their focus on individual customers makes them critical to the development and maintenance of long-term relationships * Expensive to deliver * Two important considerations: * Automated delivery of the marketing program * Personalization One-to-one Marketing: involves the creation of an entire unique product or marketing program for each customer in the target segment * Common in business markets where unique programs and systems are designed for each customer * Growing rapidly in consumer markets, in luxury or custom made products or services * Mass customization: providing unique products and solutions to individual customers on a mass scale * Cost-effective and practical due to advances in supply-chain management. real time inventory control) * Used frequently in business markets, especially electronic procurement systems * Permission Marketing: different f rom one-to-one marketing because customers choose to become a member of the firm’s target market * Commonly executed via opt in email lists * Advantage: customers already interested in firms offerings * Allows precise target of individuals, eliminating the problem of wasted marketing effort and expense * Identify Market Segments: selecting most relevant variables to identify and define the target market, many of which come from the situation analysis of the marketing plan. Isolation of individual characteristics that distinguish one or more segments from the total market (must have homogeneous needs) * Consumer markets involved examination of factors of one of these categories: * Behavioral segmentation: most powerful approach because it uses actual consumer behavior or product usage helps to make distinctions among market segments Demographic segmentation: divides markets using factors such as gender, age, income, and education * Psychographic segmentation: state-of-mind iss ues such as motives, attitudes, opinions, values, lifestyles, interests, and personality * Geographic segmentation: most useful when combined with other segmentation variables, geodemographic segmentation or geoclustering. * Business markets are based on types of market or on things such as: organization, characteristics, benefits sought/buying process, personal/psych characteristics, or relationship intensity. Top Marketing Strategies: * Based on evaluation of the attractiveness of each segment and whether each offers opportunities that match firms capabilities and resources * Single segment targeting, selective targeting, mass market targeting, product specialization, and market specialization. * Also consider issues related to noncustomers, like why they do not buy and finding ways to remove obstacles to purchase. Chapter 7 Product Strategy: at the heart of every organization and it defines what the organization does and why it exists * Creating a productive offering that is a bu ndle of physical (tangible), service (intangible), and symbolic (perceptual) attributes designed to satisfy customer wants/needs. * Strives to overcome commoditization by differentiating product offerings via the service and symbolic elements of the offering * Product Portfolio: * Used in both consumer (convenience, shopping, specialty, etc. and business markets (raw materials, process materials, installations, etc. ) * Used in most firms due to the advantages of selling a variety of products * Consists of a group of closely related product items (product lines) and the total group of products offered by a firm (product mix) * Involves strategic decisions such as variety and assortment of offerings * Can create benefits including: economies of scale, package uniformity, standardization, sales and distribution efficiency, etc. Service Products Challenges: stem from the intangibility of services. Other characteristics include simultaneous production/consumption, and perish ability/cli ent based relationships * Other issues: * Experience problems in balancing supply and demand * Time and place dependent because customers must be present for delivery * Customers have a difficult time evaluating quality of service before it is purchased * Quality of service is often inconsistent and hard to standardize * Need for some services are not always apparent to customers. Service marketers often have trouble tying offerings to needs * New Product Development: vital part of a firm’s efforts to sustain growth and profits * Six strategic options related to newness of products: * New-to-world products (discontinuous innovations)- which involve a pioneering effort by a firm that leads to the creation of an entirely new market * New product lines- represent new offerings by the firm, but they become introduced into established markets * Product line extensions- supplement an existing product line with new styles, models, features, or flavors * Improvements/Revisions of existing products- offer customers improved performance or greater perceived value * Repositioning- targeting existing products at new markets or segments * Cost reductions- modifying products to offer performance similar to competing products at a lower price * Depends on firms ability to create differential advantage for the new product * Proceeds through five stages: * Idea generati on * Screening and evaluation * Development * Test marketing * Commercialization * Branding Strategy: selecting the right combination of name, symbol, term, and design that identifies a specific product * Two parts: * Brand name: words, letters, and numbers * Brand mark: symbols, figures, or a design * Critical to product identification and factor used by marketers to differentiate a product from its competition * Successful- capture product offering in a way that answers a question in consumers mind * Involves many attributes that make up the way customers think about brands: * People (employees and endorsers) * Places (country of origin) * Things (events, causes, third party endorsements) * Other brands (alliances, the company, extensions) * Advantage- make it easier for customers to find and buy products * Four key issues: * Manufacturer vs. private-label brands- private label brands are more profitable than manufacturer brands for the retailers that carry them. Manufactured brands have built-in demand, recognition, and product loyalty. * Brand loyalty- positive attitude toward a brand that causes customers to have a consistent preference for that brand over all competing brands in a product category. Three levels: brand recognition, brand preference, and brand insistence * Brand equity- the value of a brand or the marketing and financial value associated with a brand’s position in the marketplace. * Brand alliances- branding strategies, such as co branding that involve d eveloping close relationships with other firms. * Packaging and labeling: * Part of developing a product, its benefits, its differentiation, and its image * Issues such as color, shape, size, convenience of the package or container * Are often used in product modifications/co branding to reposition the product or give it new features. * Vital in helping customers make proper product selections * Important environmental and legal consequences * Differentiation and Positioning: Creating differences in the firm’s product offering that set it apart from competing offerings (product differentiation) and the development and maintenance of a relative position for a product in the minds of the target market (product positioning) * Can be monitored through perceptual mapping- a visual, spatial display of customer perceptions on two or more key dimensions * Based on the brand, but also product descriptors, customer support services and image * Includes positioning strategies to strengt hen current position, reposition, or reposition the competition * Managing Products and Brands over time: * Traditional product life cycle five stages: Development: a time of no sale revenue, negative cash flow and high risk * Introduction: time of rising customer awareness, extensive marketing expenditures, and rapidly increasing sales revenue * Growth: time of rapidly increasing sales revenue, rising profits, market expansion, and increasing numbers of competitors * Maturity: time of sales and profit plateaus, a shift from customer acquisition to customer retention, and strategies aimed at holding or stealing market share * Decline: time of persistent sales and profit decreases, attempts to postpone the decline, or strategies aimed at harvesting or divesting the product * Influence by shifts in the market, or actions of the firms within the industry as they constantly reinvent themselves. Chapter 8 * Pricing: * Key factor in producing revenue for a firm * Easiest of all marketing variables to change * Important consideration in competitive intelligence * Only real means of differentiation in mature markets that are commoditized * Among most complex decisions to be made in developing a marketing plan * Sellers Actions regarding Price: Tend to inflate prices to receive as much as possible in exchange * Consider four issues in pricing strategy: * Costs * Demand * Customer value * Competitors’ prices * Have increased power over buyers when products are in short supply, high demand, or good economic times. * Buyers Actions regarding Price: * See prices as being lower than the market reality dictates * Two issues: * perceived value * price sensitivity * Considered value to be the ratio of benefits to costs. â€Å"More bang for the buck† * Increased power over sellers when large number of sellers, economy is weak, product information easy to obtain, or price comparisons are easy to make * Cutting prices: Viable means of increasing sales, moving excess inventory, or generating short-term cash flow * Based on two general pricing myths: * When business is good, a price cut will capture greater market share * When business is bad, a price cute will stimulate sales * Risky because a price cut must be offset by an increase in sales volume to maintain the same level of gross margin * Not always best strategy, maybe build value into the product instead. * Pricing strategy issues: * Pricing objectives * Nature of supply and demand in the market * Firms cost structure * Nature of competition and the structure of the industry * Stage of the product life cycle * Firms cost structure: Typically associated with pricing through breakeven analysis or cost-plus pricing * Not be the driving force behind pricing strategy because different firms have different structures * Used to establish a floor below which prices cannot be set for an extended period of time * Pricing Strategy in Services: * Critical as price may be the only cue to quality in ad vance of the purchase experience * Becomes important and more difficult when: * Service quality hard to detect prior to purchase * Costs associated with providing the service are difficult to determine * Customers are unfamiliar with the service process * Brand names are not well established * Customers can perform the service themselves * Service has poorly defined units of consumption Advertising within a service category is limited * Total price of the service experience is difficult to state beforehand * Often based on yield management systems allowing a firm to both control capacity and demand in order to maximize revenue and capacity utilization * Yield management: knowing when and where to raise prices to increase revenue or to lower prices to increase sales volume. * Implemented by limiting the available capacity at certain prices, controlling demand through price changes, and overbooking capacity * Common in services characterized by high fixed costs and low variable costs, like airlines, hotels, rental cars, cruises, etc. Allows firm to offer same basic product to different market segments at different prices * Price elasticity of demand: * Customers’ responsiveness or sensitivity to changes in price * Inelastic: quantity demanded does not respond to price changes * Elastic: quantity demanded is sensitive to price changes * Unitary: changes in price and demand offset, keeping total revenue the same * Not uniform over time and place because demand is not uniform * Price Sensitivity Increases: * Substitute products are widely available * Total expenditure is high * Changes in price are noticeable to customers * Price comparison among competing products is easy Price Sensitivity Decreases: * Substitute products are not available * Products are highly differentiated from the competition * Customers perceive products as being necessities * Prices of complementary products go down * Customers believe the product is worth the price * Time pressures o r purchase risk are involved for consumers * Major base pricing strategies include: * Market introduction pricing: used of price skimming or penetration pricing when products are first launched into the market * Prestige pricing: intentionally setting prices at the top end of all competing products in order to promote an image of exclusivity and superior quality Value-based pricing (EDLP)- setting reasonably low prices, but still offering high quality products and adequate customer service * Competitive matching- charging what is considered to be the â€Å"going rate† for the industry * Nonprice strategies- building a marketing program around factors other than price * Strategies for adjusting prices in consumer markets: * Promotional discounting: putting products on sale * Reference pricing: comparing the actual selling price to an internal or external reference price * Odd-even pricing: setting prices in odd numbers, rather than in whole, round numbers * Price bundling: bri nging together two or more complementary products for a single price * Strategies for adjusting prices in business markets: Trade discounts: reducing prices for certain intermediaries in the supply chain based on the functions that they perform * Discounts and allowances: giving buyers price breaks, including discounts for cash, quantity or bulk discounts, seasonal discounts, or trade allowances for participation in advertising or sales support programs * Geographic pricing: quotes prices based on transportation costs (distance) * Transfer pricing: pricing when one unit in an organization sells products to another unit * Barter and countertrade: full or partial payments in goods/services/buying agreements rather than in cash * Price discrimination: charging different prices to different customers * Dynamic Pricing: * Started to replace fixed pricing in many product categories * Growing in importance and popularity due to the growth of online auction firms * Three pricing levels: * O pening position * Aspiration price Price limit * Long process, but is most logical and systematic way for two parties that don’t initially agree to reach agreement * Legal Ethical Issues of Pricing: * Price discrimination: different prices to different customers. Illegal unless its basis is the actual cost differences in selling products to one customer relative to another. * Price fixing: when two or more competitors collaborate to set prices at an artificial level * Predatory pricing: firm sets prices for a product below the variable cost to drive out competitors or out of the market * Deceptive pricing: firm intentionally mislead customers with price promotions. How to cite Marketing Strategy Study Guide, Essay examples

Wuthering Heights Essay Research Paper Set in free essay sample

Wuthering Highs Essay, Research Paper Set in England on the Yorkshire Moors in the nineteenth century, Emily Bront? # 8217 ; s fresh Wuthering Heights is the narrative of lovers who try to defy the separation of societal categories and maintain their love alive.The chief characters, Catherine Earnshaw and Heathcliff grew up on a in-between category English countryside bungalow called Wuthering Heights. Heathcliff was the retainer and Catherine the girl of the proprietor of Wuthering Heights. As kids, Heathcliff and Catherine were the best of friends, a friendly relationship which turned to love with the coming of age. Catherine married a adult male of the upper category society and was forced to stop her love matter with Heathcliff. Catherine was happy in her matrimony at first but subsequently became overwhelmed with her desire to be with Heathcliff. She was forced to separate the difference between her love for Heathcliff and her love for her new life with money. We will write a custom essay sample on Wuthering Heights Essay Research Paper Set in or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page In the terminal, Catherine Earnshaw? s hubby, Edgar Linton, died and Catherine eventually realized that money and societal category were non every bit fulfilling as her desire to hold passion in her life, a desire which could merely be met by Heathcliff. Throughout the book, Catherine tried to detect who she was and what precisely she wanted. In chapters 6 and 7, Catherine thought that she had eventually discovered who she was and what she wanted. These chapters are the pinnacle of the narrative. It was the point in the book where the societal categories were determined and Catherine? s love for Heathcliff was forced to be supressed. Heathcliff and Catherine were still yo ung and playing together innocently one day. This was before Catherine became a member of the upperclass society and realized that she could not love Heathcliff because of his social class. Heathcliff and Catherine wandered beyond the secure gates of Wuthering Heights to a large estate owned by Edgar Linton called Thrushcross Grange. They spyed through one of the windows and were caught by Linton. Heathcliff managed to escape in time but Catherine injured herself and was taken in by Linton?s servants. Catherine stayed at Thrushcross Grange while Heathcliff return! ed to Wuthering Heights. She stayed at the estate for several weeks being nursed by Linton and his servants. The time she spent with Linton caused her to fall in love with him, causing her to permanently be separated from Heathcliff and the lower class life she used to know. Catherine became so absorbed in her new life that she forgot about Heathcliff and the pain he was feeling, until she realizes that there was somethin g missing in her life. She finally knew that in order for her to become a whole person, she needed to be with her other half, Heathcliff.Although there are many different important messages in this novel, the main value is the changes which occur in and between the characters. It is a love story which deals with the social classes and the supression of true feelings. Wuthering Heights is a tragedy because of what happens when the characters finally discover what was truely meant to be. Wuthering Heights bestowes a moral value onto the reader of discrimination and true heart-break.