Youth Is The Future Of Tomorrow - 987 Words

Today’s youth are the future of tomorrow and they will be in professions and trades that will shape our economy. They will be the policy-makers who will guide our society and they will be the parents who will raise the next generation (Representative for Children and Youth, 2015). As of July 1, 2010, there were approximately 3.7 million children under the age of 10; 1.9 million youths aged 10 to 14; and 2.2 million youths between 15 and 19 years of age (â€Å"A Statistical Snapshot,† n.d.). In particular, youth at risk such as those living in poverty or with health challenges, or those facing social isolation or violence deserve special attention to improve their long-term outcomes (Representative for Children and Youth, 2015). According to Youth Services (n.d.) ‘high-risk youth’ are defined as youth that are sexually exploited, drug or alcohol addicted, living on the street or have a mental health problem. Moreover, the definition of risk generally encompa sses possible negative outcomes for the child that may be due to prenatal or post-natal problems, developmental delays, and exposure to marital conflicts (Statistics Canada, 2001). It is crucial to gain an understanding of these issues because, â€Å"young people depend on adults to protect, care and advocate for them, and to help them develop their full potential† (Bacon, Hanvey, Health Council of Canada Staff, 2006, p. 9). This paper provides an overview of youth that are at risk; a consideration of the experiences faced byShow MoreRelatedAesthetics, The And Beauty Of Aesthetics1461 Words   |  6 PagesAesthetics, a dying subject within our society of which its importance needs to be expressed. Educating today’s youth on the values and beauty of aesthetics, in my opinion will improve the intellectualities of tomorrow’s society. By studying aesthetics, one can learn to appreciate the world around them and to improve the inner self to find beauty and apprecia te the simple things in life to counter balance the rationalized world around them. Aesthetics is the gateway for you to explore and use self-imaginationRead MoreRole Models in Todays Society984 Words   |  4 Pagesis unequivocally associated with the youth. It is the young, with the unlimited possibility of the future before them, who are influenced by the people the aspire to emulate. This is why the question of role models become important, as an insight into the views of the leaders of tomorrow. The role models people choose reflect the type of values that the hold dear and the type of society they will create in the years to come. There was a time when the youth of the world had a role model, to lookRead MoreRole Models in Today’s Society973 Words   |  4 Pagesis unequivocally associated with the youth. It is the young, with the unlimited possibility of the future before them, who are influenced by the people the aspire to emulate. This is why the question of role models become important, as an insight into the views of the leaders of tomorrow. The role models people choose reflect the type of values that the hold dear and the type of society they will create in the years to come. There was a time when the youth of the world had a role model, to lookRead MoreFinding Your Calling Of Obedience1297 Words   |  6 Pagesinterests in mind; as long as I stayed obedient. â€Å"Find your calling! Your mission! The one thing God has ordained for you to do for the rest of your life!† These were some of the words that I heard being preached to kids my age since I started going to youth group in 7th grade. I heard these words, and I was excited. I was excited, but also nervous, and scared, but hopeful at the same time: hopeful that one day I would find my calling for my life. I would wonder my thoughts, thinking, what is my callingRead MoreI Am A Pastor At A Church1386 Words   |  6 Pagesâ€Å"Find your calling! Your mission! The one thing God has ordained for you to do for the rest of your life!† These were some of the words that I heard being preached to kids my age since I started going to youth group in 7th grade. I heard these words, and I was excited. I was excited, but also nervous, and scared, but hopeful at the same time: hopeful that one day I would find my calling for my life. I would wonder my thoughts, thinking, what is my ca lling going to be? And where is it going to takeRead MoreTomorrow And Tomorrow Or The Terror Dream Essay1345 Words   |  6 Pages 1. The following three images are relevant to either Tomorrow and Tomorrow or The Terror Dream. Close read and rhetorically analyze one of the images and discuss how it is thematically relevant to Tomorrow and Tomorrow or The Terror Dream. This image depicts President George Bush, embracing and comforting the daughter of one of the victims of 9/11. President Bush is being depicted as a place and symbol of safety, security and strength. He resembles a comforting father figure, to a poor, emotionalRead MoreThe Molave1311 Words   |  6 Pagesland has need   of young blood-and, what younger than your own,   Forever spilled in the great name of freedom,   Forever oblate on the altar of   the free? Not you alone, Rizal. **Zulueta is trying to say here that there is still need for youth like him whose death has spread in the entire nation, and has been acclaimed as the man who fanned our cause for freedom. O souls   and spirits of the martyred brave, arise!   Arise and scour the land! Shed once again   Your willing blood! InfuseRead MoreThe Problem Of Computer Programming Education974 Words   |  4 Pageshow to code will only enhance their rà ©sumà ©s in a workforce that is becoming more and more technologically dependent. The youth of the world remain among the most at risk of unemployment. As global labor needs shift faster than ever, educational institutions are finding themselves hard-pressed to provide an education that prepares the students of today for the jobs of tomorrow. With 84% of students in the world s high-income countries progressing to higher education, it s clear that the solutionsRead MoreRespecting Others Essay671 Words   |  3 PagesRespecting Others The many problems we face today as a society seem to become more and more overwhelming. I believe that respect for one other is a big social issue we face today in our generation of tomorrow. We see this problem in teens, in so many places. For example, in school there is a lack of respect for students from other fellow students. At home there is a lack of respect from the children of this generation to their parents. There is also a lack of respect from young adults toRead MoreAnalysis Of The Donkey By Roberto Bolaà ±o à valo1473 Words   |  6 Pagesuniversal dream of traveling to the North in search of a richer future by escaping from the disaster occurring in their homeland. According to the Encyclopedia Britannica, Roberto Bolaà ±o à valos was born April 28, 1953, in Santiago, Chile—died July 15, 2003, Barcelona, Spain, Chilean author who was one of the leading South American literary figures at the turn of the 21st century. Bolaà ±o left Chile at the age of 15, redirecting his future in Mexico City. From then on he stopped attending school and

Maintain Your Ideal Weight Without Losing Your Mind Free Essays

Within the last decade, weight has become an obsession for most Americans. Yet, most people try dieting and still find themselves fluctuating in weight. Diets fail because they are a short term fix. We will write a custom essay sample on Maintain Your Ideal Weight Without Losing Your Mind or any similar topic only for you Order Now They often restrict a lot of food to get fast results. When one comes off a diet, weight rapidly packs back on. What most people do not know is that maintaining ideal weight is a lifestyle change with an appropriate frame in mind. In order to lose and maintain weight, people need to undergo a lifestyle change, not a short term fix.Choosing the right foods to eat is an essential factor in losing and maintaining proper weight. The best foods are natural. Processed foods often take too long for our bodies to break down, causing slow digestion, which burns fewer calories. Therefore taking in foods that aid digestion is significant. The perfect example is the food pyramid. Although it recommends that fruit and vegetables be taken in moderation I have found that snacking on them when I am hungry, without condiments, is not a problem.High-protein foods are ideal because protein nourishes muscles that eat away at fat. When choosing breads, whole wheat and multigrain breads are best; they have more fiber and protein than white breads. At first, they may taste bland but they are fulfilling and promote digestion. The more one feels satisfied with the foods they eat the more likely they are to maintain their healthy eating habits. Most importantly, one should not resist any type of food because it eventually causes a food binge. When craving junk food, it is fine to have a taste or two of it with moderation. It is impossible to completely avoid what generations have grown to love. Eating junk food can be like an addiction; one slowly has to wane themselves out of it. Food should be considered as a daily nutritional value and not as a short term solution. The second key is, maintaining an active lifestyle. Being active can increase metabolism which burns calories. The more calories one burns the less likely they are to store fat. The ideal way of dealing with this matter would be to exercise; however, many of us do not have time to fit it into our busy lives. Keeping fit does not have to be a something we add to our schedules; instead it can be a part of them. On the other hand, we have become a society dependent on technology. Although it is useful, it also makes us fat. If we chose to meet with a friend face to face instead of using mediated communication, we would take a lot more steps in life.Even simple things like taking the stairs instead of an elevator can be considered as part of an active lifestyle. Wanting to lose weight cannot become a problem in life. You want to lose and maintain proper weight without it controlling your life. Diets fail because they are a short term fix. They often restrict a lot of food to get fast results. When one comes off a diet, weight rapidly packs back on. It is simple, but often not easy, in order to lose and maintain proper weight one has to make some adjustments to their lifestyles. How to cite Maintain Your Ideal Weight Without Losing Your Mind, Papers

Importance of art free essay sample

Why is art important? This is a question many parents ask themselves when they are enrolling their child in school. â€Å"Arts education does solve problems. Years of research show that it is closely linked to almost everything that we as a nation say we want for our children and demand from our schools: academic achievement, social and emotional development, civic engagement, and equitable opportunity† (Smith). It is a proven fact that children involved in art make higher grades than children that are not involved. Exposure to the arts provides many important advantages because it affects the growth and progress of children and benefits children in many learning environments. Art is important to children in their developmental years because they are able to express themselves. You should start teaching art as early as possible. It also improves their learning process. Art makes children look forward to learning. Schools that have art programs usually have higher attendance. That is because students get excited about that art class and want to go to school and participate instead of their parents making them go to school. If there was no art in school, there would be more children dropping out and getting themselves in trouble. In some Dallas schools, they had budget cuts and had to cut some subjects and art was among those things. Many people worked to get art put back in some of those schools. Those people know how important art is and did their best to get it back for the children. Now the children are getting about forty five minutes a week of an art class of some sort. If a child starts in kindergarten, they will learn how to be confident, how to concentrate and focus, and also how to interact with people. Some children are shy and by participating they will learn how to do all of those things. Russell Granet stated, â€Å"When I grew up, it was standard to have a music teacher and a visual arts teacher, and you almost always did a school musical†. If a child starts in kindergarten, they will learn how to be confident, how to concentrate and focus, and also how to interact with people. Some children are shy and by participating they will learn how to do all of those things. Russell Granet stated, â€Å"When I grew up, it was standard to have a music teacher and a visual arts teacher, and you almost always did a school musical†. Schools that went without art classes suffered greatly. For example some schools in New York were doing budget cuts and decided to cut most of their art classes and their student graduation rate wasn’t as high. Once the art classes were put back in progress, the graduation rate went back up. Russell Granet stated â€Å"There was a study asking graduates what they remembered most about kindergarten through twelfth grade, more than fifty percent said it was an arts experience†. People rarely think of arts education as survival skills. Ken Jarboe stated, â€Å"All these skills observing, envisioning, innovating through exploration, and reflective self- evaluation is exactly what is needed†. In this quotation, Jarboe is saying art gives you all kinds of skills used to be successful. Russell Granet stated, â€Å"I worked on a program that brought arts back into the curriculum at New York City middle schools. We worked at a school in Bed- Stuy, when I first went there; I walked the halls and didn’t feel safe. The school had low attendance, low test scores; morale was low. Within three years, it was a different place†. In this quotation, Granet is saying he knew the best way to get that school back on its feet was to work his hardest and get art put back in that school. Arts education has a measurable impact on at-risk youth in preventing delinquent behavior and absence problems while also increasing overall academic performance among those youth engaged in after school and summer arts programs targeted toward delinquency prevention. Ken Jarboe stated, â€Å"There is a good reason to teach art in schools, and it is not the one that art supporters tend to fall back on. Arts education is becoming as important as standardized test†. In this quotation Jarboe is saying it is a good reason to teach art in schools and art is as important as a standardized test. Some Reasons to take art in high school are to do something different and to do something challenging. An additional reason is a student might find a hidden talent. â€Å"Explaining the benefits of art children experiences a sense of freedom while learning† (Srivastava). While in art children, feel like they have the freedom to draw whatever and express themselves. For preschool children, art benefits them in drawing, sculpting and other visual arts. It also helps in memorizing things such as a story or song. Programs in art education can potentially help students to excel in other academic areas, particularly in reading and math. About ninety-three percent of Americans believe that art is vital in providing an artistic outlet for children. About eighty-six percent of Americans â€Å"agree an arts education encourages and assists in the improvement of a child’s attitude toward school† (Ruppert 5). About eighty-three percent of Americans believe that arts education helps teach children how to communicate. About seventy-nine percent of Americans â€Å"agree incorporating the arts into education is the first step in adding back what’s missing in public education today† (Ruppert 5). Another seventy-nine percent of Americans believe â€Å"it is important enough for them to get involved in the amount and quality of arts education† (Ruppert 5). About fifty-four percent of Americans rate the importance of art a ten on a scale from one to ten (Ruppert 5). Participating in art activities help children in understanding human experiences, adapting to and respecting others ways of thinking and ideas. Art class feels like a safe haven from the outside world, a place for them to really get in touch with themselves and healthily express their pain and frustration. It also provides structure for activities outside of school such as family activities. The families not only learn more about art but also learn how to get along with each other because some families do not and the only time that child is happy is when they are at school away from that family. For a young person’s growth and development, being educated in art is considered to be important. Art stimulates and develops a child’s imagination. Creating art projects is a way to stimulate a child’s imagination. For example, giving a child Legos and letting them build whatever they want. It also has a tremendous impact in teaching life skills. Some benefits arts education provides are it develops problem-solving skills, heightens self-esteem, allows for expression and creativity, improves academic performance, improves visual discrimination skills, improves concentration, and improves social skills. Another benefit is hand-eye coordination. For example, holding a narrow paint brush and cutting with scissors. Another benefit of art a person acquires is expresses a deeper understanding of culture and history. Like what was said before art helps with memorizing things and that helps in memorizing different dates in history. If a student misses a math class, he or she would be missing out on some important information for that day and will be behind for a while. The same goes for art. The skills learned in art cannot be learned anywhere else. Art benefits the brain by teaching it to think outside the box. It helps children understand concepts easier. Art education teaches life skills such as learning to solve problems and make decisions. It also nurtures important values. Art improves cognitive abilities and provides individuals with the ability to enjoy the life encouraging desires of making art. Other benefits art offers are team-building skills, respecting different perspectives and being aware of diverse beliefs and backgrounds. In art classes, a student will have to learn how to work together asking for help, or even having to work on a drawing together. If a student does have to work with another person on a painting or drawing a student will have to listen to that person’s ideas and if both of them have different viewpoints on something, each will have to respect that person’s viewpoints and vise versa. The same goes for being aware of different cultures and traditions. The arts also add to the education of young children by helping them realize the extent of human experience, see the diverse ways humans express feelings and convey meaning, and improve delicate and complex forms of thinking. Some people may paint or draw when they are feeling down or hurt. Art also helps children how to concentrate and focus while they are doing different things such as studying or trying to memorize something word for word. With that being said it helps you to gain more knowledge when it comes to your school subjects because you are learning how to concentrate. Some people were not able to be in any art classes when they were in school so they learn about art when their child comes home and tells them about it. The child is so excited about a drawing they drew or a painting they painted and they want to show their parents. The parents see how happy and excited their child is and wants to continue to have their child in that specific art class because they see their cheerfulness. â€Å"Attendance is higher in schools with art programs† (Granet) and this is why. It is a proven fact that when an art of some sort is combined with a core subject students seem to learn it better than not having that art included in that lesson. For example if a student is in a Spanish class learning new words and the Spanish teacher adds a fun activity to help the students learn those specific words. For instance, if the students are learning how to say different types of clothing the teacher could have an activity where the students are participating in a fashion show and while one student is walking down the runway the students that are watching is writing down what they are wearing and that is a way for those students to learn and it makes it fun for them. In conclusion participating in arts education in your school years is extremely important because you learn valuable skills. A person learns skills used for everyday life such as having self-esteem, problem-solving skills, and teaches a person to be creative. Also most Americans believe art in school is important because it teaches a child how to communicate with another person and in today’s society if you don’t know how to talk to someone or talk in front of someone and not be nervous that person is going to have a hard time trying to get a job. Also most people believe art in school prevents students to interact in bad behavior.

Volcanoes Essays (2385 words) - Volcanology, Plate Tectonics

Volcanoes Volcanoes JACK KNOFF WR 327 Technical Report Spring '99 Introduction In this report I plan to discuss the geological event of volcanic eruptions and the disasters they cause. To me, this is a fascinating topic and timely seeing how the 19th anniversary of the eruption of Mt. St. Helens is upon us. I hope to inform people of the mass destruction that is caused by the eruption of a volcano. The scope of my report will be limited to: 1) describing what comes out of a volcano, 2) explaining the seven different types of volcanoes, 3) explaining the five types of volcanic eruptions, and 4) explaining the disasters they can cause people. The procedure for completing this report first started by watching educational television programs that featured volcanoes and the upcoming anniversary of the eruption of Mt. St. Helens. From there, I decided that the topic of volcanoes would be a good subject for my analytical report. Then I began my research, first looking online for websites that contained information and pictures of volcanoes. After this, I looked for pu blications about volcanoes in the library, finding many books that pertained to my topic. Having an abundance of data, I began to sort through all of it and found what I thought to be the most informative. I then prepared an outline of the subjects I wanted to write about and arranged the data and visuals to fit my outline. And of course from there, I began to write this report using the technical writing methods taught during lecture and described in the book. Collected Data If we look through volcanoes we can view the interior of the earth. More than just lava flows are spewed out of volcanoes when they erupt. The three main components that erupt out of a volcano are: lava, ash, and bombs. When all three of these components lump together, the solid fragments are called pyroclastics. Pyroclastic rocks can be erupted in two different ways: they can be airfall deposits or pyroclastic flows. There are seven different types of volcanoes: Submarine volcanoes; Ridges and vents; Shield volcanoes; Lava plateaus and Flood basalts; Lave domes; Composite volcanoes; Cinder and Scoria cones; and Calderas. Each of these volcanoes is found in different geographical locations and have different eruptions. Along with different types of volcanoes, there are also different types of eruptions. The five eruption types are: Pelean, Vulcanian, Strombolian, Hawaiian, and Icelandic. These volcanoes have different levels of explosiveness, and their eruptions occur due to their geographic location. A volcanic hazard is destructive natural process that has a probability of reoccurring. Losses from volcanoes include: people's lives, property, livestock, and the productive capacity of the area. The factors of predicting volcanic activity are: the longer a volcano is inactive, the greater the chances are for it to become active; eruptive behavior may change with time; and some hazards are indirectly related to an eruption, making it difficult to forecast. Being informed of volcanoes in your area and knowing cautionary steps can save your life. What Comes out of Volcanoes? Volcanoes are dark windows to the interior of the Earth (Decker 104). Volcanic products are our only direct samples of the Earth's composition from deeper levels. Most people think that lava flows are the only products spewed from volcanoes, but actually volcanic ash and larger solid fragments, called cinders and blocks, form the major products of observed volcanic eruptions (Decker 104). The three components that erupt from a volcano are: lava ash, and bombs. The volcanic debris that lumps together all the sizes of solid fragments is called pyroclastics (See Figure 1). Pyroclastics come from three sources: magma that is cooled and broken into fragments by expanding gases at the moment of eruption; fragments of old crater walls which are ripped loose in explosive eruptions; and clots of liquid lava thrown into the air which cool during their flight. Pyroclastic rocks are set apart by the general size of fragments. Volcanic dust is fine; volcanic ash is gritty, with particles up to th e size of rice; cinders include pieces as big as Ping-Pong balls; and blocks cover all other fragments up to the size of a house. Volcanic bombs are block-sized clots of liquid lava thrown from erupting vents. Pyroclastic rocks can

Impersonal Statements in Spanish Subjunctive Mood

Impersonal Statements in Spanish Subjunctive Mood Impersonal expressions of the type es adjective que are almost always followed by a verb in the subjunctive mood. This is because such expressions usually indicate either a value judgment or a desire. Some Examples Es importante que estemos en la misma pgina. It is important that we be on the same page.Es sorprendente que nadie haya ido a la crcel. Its surprising no one has gone to jail.No es bueno que el hombre està © sà ³lo. It is not good for the man to be alone.Es posible que algunos sitios web no se muestren o funcionen correctamente en ese navegador. Its possible that some websites dont display or function properly in that browser.Es necesario que cierren las escuelas. Its necessary for them to close the schools.Es prohibido que la familia anfitriona aloje otros estudiantes. The host family is prohibited from lodging other students.Es interesante que el equipo gane. Its interesting that the team is winning.Es natural que yo està © enamorado de ti. Its natural that Im in love with you. As you might expect, the same holds true in other tenses: Era urgente que llegara a la ciudad. It was urgent for him to arrive at the city.Ser preciso que vayas a Buenos Aires. It will be necessary for you to go to Buenos Aires. Impersonal verbs with similar meanings and followed by que also are followed by a verb in the subjunctive: No me interesa que el equipo gane. It doesnt interest me that the team is winning.Importa que la familia reciba el dinero. It is important that the family receives the money. The main exception to using the subjunctive after expressions of the type es adjective que occurs when the impersonal expression explicitly states that what follows is factual: Es obvio que estoy preocupado. Its obvious Im worried.Es cierto que la familia est en crisis. It is certain that the family is in crisis.

An Electromagnetic Analysis of Noise-Based Intrinsically Secure Communication in Wireless Systems

An Electromagnetic Analysis of Noise-Based Intrinsically Secure Communication in Wireless Systems The research on noise-based secure communication systems is mainly carried out from an information theoretical point of view, and is focused on evaluation in different communication conditions of the secrecy capacity, which is defined as the maximum achievable perfect secrecy rate, where the perfect secret rate is the amount of information that can be sent not only reliably but also confidentially. He noted that the channel capacity of the authorized channel is higher than the channel capacity of the eavesdropper, and one coding strategy is able to transmit information to the authorized receiver with a vanishing block-code error probability in a completely secure way, at a rate limited by the difference between the authorized and eavesdropper channel capacity. This causes a decrease in the channel capacity of the unauthorized receiver compared to the authorized receiver, which can transmit information buried in the additional noise affecting the eavesdropper. In this paper, it will be shown that, in the noise-based unconditionally secure communication systems, the degrees of freedom of the electromagnetic field are used in a third way. Paralleling the analysis undertaken in, it takes advantage of the concept of the number of degrees of freedom (NDF) of the electromagnetic field, defined as the minimum number of functions required to represent the field on an observation manifold within a given representation error, fixed by the noise corrupting the observed field. Successively, in a seminal paper, Wyner suggested that the presence of additional noise when information is tapped from a line makes the unauthorized channel noisier than the authorized channel. Broadly speaking, any antenna uses the available degrees of freedom of the electromagnetic field mainly following two possible goals: to concentrate (and possibly maximize) energy on the receiving antenna or to maximize the amount of information available on the receiving antenna. In this framework, an approach to obtain unconditionally secure communication based on the use of the degrees of freedom of the electromagnetic field is discussed. Signal and noise are transmitted at the same time using a strategy that avoids any increase in noise at the authorized receiver taking advantage of the degrees of freedom that are not used to transmit information. The physical mechanism at the basis of the secret communication is explained by means of the degrees of freedom of the field, which are able to convey information and noise in spatially orthogonal channels. As a final observation, in order to make the channel secure, a non-negligible percentage of the available power is radiated as artificial noise. According to some fundamental results of information theory, it is possible to hide information in the additional noise affecting the eavesdropper. Loosely speaking, the allocation of power to noise causes a decrease in the channel capacity of the system that follows logarithmic law.

Skills and Perspectives Needed for Working with Families from Diverse Research Paper

Skills and Perspectives Needed for Working with Families from Diverse Backgrounds - Research Paper Example The current research paper is aimed at identifying the skills needed for working with families from diverse backgrounds. Moreover, perspectives are critical in understanding intercultural problems in the modern industrial world. In the paper, perspectives helpful to comprehend family related issues have also been discussed in detail. Introduction In this paper, the main skills and perspectives needed for working with families from diverse backgrounds will be reviewed and analyzed. The principal focus of the research is on the situation in the western countries such as USA and other developed countries such as Australia where issues of intercultural relationships, migration, assimilation, etc. have drawn considerable public attention and debate at various levels of family and consumer studies. In writing this paper, academic literature including scholarly articles and practitioner’s resources have been used from reputable journals and university databases and libraries. The pap er is divided into sections dedicated to introduction, background research, problem, thesis statement, objectives, discussion, and conclusion. Background Family is the unit of society and nation that provides the most critical needs such as physical security and emotional support to its members. Family system brings coherence among individuals, begets mutual trust, legitimizes sex and synthesizes the civilization (Samovar, Porter, & McDaniel, 2009). Given the importance of family in any civilized society, immigrants have to be assimilated keeping in mind the need of fostering social coherence. Particularly in the developed countries where social constructs are highly complex and mechanistic industrialization booms, advent of immigrants is a major trend. For example, USA receives thousands of immigrants from different parts of the world every year. The institution of family becomes critical in such circumstances, where immigrants are being received either in groups, in families, or s imply as isolated individuals and/or asylum seekers (Gold & Nawyn, 2013). Furthermore, the issue of social justice for the relatively more marginalized populations also remains a significant question. For example, aboriginal population in Australia needs more social care and empathetic treatment because of their poor economic conditions. In America, the American Indians and African Americans also have similar problems. Problem In working with the families with diverse backgrounds, there are different issues in different countries. For example, in the countries such as Australia and New Zealand where immigration is still rather limited, issues of the families from aboriginal cultures must be addressed. These issues are absent in UK, yet the problem of assimilating the immigrant population in the country is very serious. And in the countries such as USA, ethnically and culturally varied families are highly common. Historically, USA has faced numerous hurdles in assimilating the variou s minority ethnic groups, immigrants, American Indians, different religious groups, etc. The practical aspects of the overall problem relate to three important issues: (1) handling the difficulties faced by children; (2) handling the difficulties faced by female family members; and (3) creating a holistic coverage of intercultural

International Business Case Study Example | Topics and Well Written Essays - 750 words

International Business - Case Study Example 'The art of living well' philosophy has history, tradition, elegance with modernity and Asians like to buy such lifestyles. Arnault, with his exclusive talent for spotting creative capability, will find extraordinarily talented Asians who could expand his creative store. Artists, frequent travellers, appreciators of arts, connoisseurs and admirers of modernity will fall into the hireable category. Arnault will not find either the market or the expanded business too overwhelming to handle but the first requirement would be to learn the industrial culture of the market place. Industrial culture is usually linked with national culture. "National culture consists of the distinctive shared values, attitudes, assumptions, beliefs and norms of the inhabitants of a nation which guide their behaviourIndustry culture can be defined as the values attitudes, assumptions, beliefs and norms that influence the ways in which the firms in a particular industry conduct their business," Stonehouse (2004, p.53). Getting into an unknown market always poses daunting problems. In addition to the other usual problems, there are already players in the field who have established themselves by now. "On the face of it, the disadvantages of being a late entrant seem overwhelming. Management thinkers concluded long ago that the dominance of today's global giants is rooted in their first-mover status," Bartlet et al (2004, p.85). Still for a person of Arnault's reputation, strategic moves should be easier than others. Arnault has to go into global strategic management in a culturally diversified field. His strategy should be for change and globalisation with a difference. He is already an expert in managing across borders with new organisational responses. Now he has to adopt a strategy of business in a world of nations disregarding the stereotyped myths. He has to inculcate new values, morality and strategic ethics into the branching out portion of his business so that it could meet the cultural needs and profile of Eastern nations. There should be a new manifesto for management and leadership in a new environment. There should be strategic training for prospective staff about the cultural, educational and business background of the Asian countries. It will be a diversified organisation with many Asians being part of the workforce and they should be handled by managers who have knowledge and expertise in ways of discussion, negotiation, socialisation, beliefs, trusts, all-pervading religions, and should understand the difference between Western and Eastern values and customs. Marketing and establishing the brand name, advertising and presenting have to incorporate some differences so as to meet the Eastern approval. The manager has to adopt a certain amount of work cultural elasticity to accommodate people from other backgrounds which will make it easier to understand their ways of marketing, impression creating, using their brand ambassadors (Sub-continent would admire a Kareena Kapoor selling the handbag instead of Nicole Kidman!), their timings and business events etc. With all those precautions, every move cannot be predetermined and the manager has to

Commercialization of Beauty Essay Example for Free

Commercialization of Beauty Essay To help with any queries you may have about the examination, I have written some guidelines below. You will have had experience preparing exam questions in your review sessions. The following document provides some further hints and tips, with some sample questions at the end. I have also attached a document with questions from January and Resit last year, with an outline of what the answer should contain. What do I have to do? In the examination, you will be asked to select three questions to answer from a choice of six. Very broadly, these areas might be taken from the nine major sections listed in the course outline as below. 3) Marketing to Consumers Consumer Behaviour * Why is customer analysis an important component of strategic marketing management? Making reference to a company of your choice suggest TWO models that can be used in undertaking such an analysis. * With reference to models and products of your choice, describe both the Consumer Buying Process and four common types of behaviour that consumer’s exhibit. * Explain, using examples, how marketers try to influence consumers at the different stages of the consumer decision process. 5) Product Strategy, Brand Management * Describe and discuss each of the key stages involved in new product development and explain why innovation is a key marketing strategy for organisations today. * What is the Boston share/growth matrix? [30] In turn, give an example  product for each of the four boxes and describe the marketing implications. [70] * What is a positioning map and how are they useful to marketers? [50] For an industry of your choice draw an example of a positioning map with at least 6 product/brands located on it according to appropriate criteria with comments on the strengths and weaknesses of each location. [50] * Assess the advantages and disadvantages of brand extensions. Use appropriate examples to illustrate your answer. * Examine the components of effective brand positioning, illustrating your answer with examples of well-positioned brands and poorly positioned ones. 6) Pricing Strategy * Discuss the following strategy using pricing theories and concepts from the course: The only reason that companies set low prices is that their products are undifferentiated. * List and explain the keys mistakes a strategic marketer could make when setting the price of a good or service. * You have been asked by a company specialising in consumer electronics about the pricing of a new product about to be launched. Describe the factors that the company should consider in setting the price of their new product. * Discuss how pricing should play a strategic rather than a tactical role for an organisation. Use relevant industry examples to illustrate your answer. 7) Distribution Strategy * Marketing channel issues are amongst the most important decisions that  management faces. To what extent do you agree with this statement? * Why might a supply channel become disintermediated? 8) Promotions Strategy, Marketing Communications * Advertising is the most obvious form of promotion. Using examples, describe at least three other forms of promotional activity. * Identify and discuss the key strategic actions marketers must take to ensure Integrated Marketing Communications are successful. * Different advertising campaigns can have different objectives. With reference to recent examples, list and discuss four different types of objective. * There are five main promotional tools. Define each and use examples to illustrate their potential usefulness. 9) Services Marketing * Using strategic marketing theories and concepts, state whether you agree or disagree with the following statement: â€Å"Creating marketing strategies for services is no different to the marketing of goods†. * Discuss the extended marketing mix used for services. Why are these useful, given the characteristics of services? Below are listed the exam questions and outline answers for a previous January examination and Resit. The outline answers are produced so that the external examiner and markers have a good idea about what the answer should contain. However, to achieve top marks (70+) you would need to include these points in a coherent argument, aided by relevant examples and context. Resit 2012 1) What are the four distinguishing characteristics of services marketing? What challenges do these present to the formulation of marketing strategy and implementation? Answers should define what is meant by a service: a provider/client interaction that creates and captures value. Definitions such as â€Å"Deeds, processes, performances† (Zeithaml Bitner, 1996); â€Å"An activity or series of activities†¦ provided as solution to customer problems†(Gronroos, 2000); may be used. The four distinguishing characteristics of services marketing will be defined as: Intangible (as opposed to tangible goods): The implication of this is that services cannot be inventoried, or easily patented. They may therefore be easier to copy, and gaining real competitive advantage may be more difficult. Services cannot be readily displayed or communicated- this raises issues in terms of the promotional strategy and message designs that can be used. Airlines may emphasise the relaxation of being on board as the actual process of travel is more difficult to represent, and might be more problematic when communicating the company’s positioning strategy. Intangibility also makes pricing more difficult. With goods, a differentiation focus and premium pricing strategy may be clearly identified by the consumer through the tangible attributes of the products and the difference in quality. The quality of a set of accounts, or a medical procedure may be less tangible, and therefore high prices may need to be supported by other aspects of the strategy and marketing management process. The extended marketing mix, such as physical evidence may be helped to signal quality to consumers. Heterogeneous (as opposed to standardized): Service delivery and customer satisfaction depend on employee and customer actions. Therefore plans for marketing strategy and implementation cannot be guaranteed in the same way as for products. Service quality depends on many uncontrollable factors. There is no sure knowledge that the service delivered matches what was planned and promoted. The extended marketing mix, particularly the planning  of the ‘process’ may be to alleviate problems of standardization. Some companies such as McDonalds have tried to implement a standardized service experience. This may only be appropriate for some sectors however. For luxury services or professional services, the heterogeneous and client-specific exchange may be part of the value of the service. Companies will need to carefully monitor and control implementation. Simultaneous production and consumption – customers participate in and affect the transaction, and each other. Employees also affect the service outcome. Decentralisation may be essential. Mass production is difficult. Because services depend critically on the co-production relationship, it is very important that the service contract spell out mutual responsibilities and expectations. A significant percentage of service engagements (estimates range from 10-50 percent) do not meet the clients or providers expectations, resulting in poor performance and low satisfaction, and, therefore, in less value created and captured than anticipated. This gap is an opportunity for services innovation that will improve returns, performance and satisfaction. The training and management of people, another aspect of the extended marketing mix, may help the control and implementation of strategy in this respect. Perishability (as opposed to non-perishable)- It’s difficult to synchronise supply and demand. For many services, demand may be affected by geographical location, seasons, timing etc. Marketing management has to try to balance supply and demand, for example through pricing strategies- bundling return journeys or making seasonal promotions to stimulate demand off-peak. In this sense, segmentation, targeting and positioning is of key importance- identifying the value sought by different consumers and managing the marketing mix accordingly. Services cannot be resold or returned, therefore pricing and promotional tactics may be to sell services at cost alone, for example last minute hotel bookings and flights. Considering overheads are fixed, it is better to have costs covered than an empty seat or hotel room. However, these tactics may not integrate effectively with the company’s generic strategy. 2) What marketing strategies and marketing mix decisions are associated with the different phases of the product life cycle? Discuss how the product life cycle can help companies to plan its product portfolio. The concept of the plc should be introduced and how marketers use it to make strategic planning and marketing mix decisions. The four phases should be identified as: Introduction: Characterised by low sales and high cost per customer. There are ways which marketers categorise consumer’s willingness to adopt new products, such as Rogers (1983) seminal work on the adoption of innovation. At this phase the segments which should be indentified and targeted are innovators, who are risk takers and open to new ideas. A similar adoption model is proposed by Moore (1999). His chasm strategy would argue that the early phases should involve techies, to iron out bugs. There are few competitors at this stage, and therefore some advantages may be found in being first to market. Consumers may be willing to pay a premium price for products at the introduction stage, and therefore a market skimming strategy may be adopted. Alternatively depending on product type, a cost-plus or penetration strategy may be appropriate. Promotional strategy will have the objective of raising awareness. Heavy sales promotion may also be used. Distribution is likely to be selective at this phase. Growth: This phase is charaterised by rapidly rising sales, lower average cost per customer, and rising profits. At this phase early adopters will consider purchase. They should be targeted by companies as they tend to be respected opinion leaders in the product field will promote wider adoption through word of mouth. Moore’s (1999) model would propose that visionaries should be targeted to help find competitive advantage and to establish the basis of the appeal for the pragmatists. There will be a growing number of competitors at this phase so marketing management and strategy is likely to reflect this. Extensions, warranty, and service may become more important add-ons to secure competitive advantage. Pricing may be competitor-orientated or for penetration. Efforts should be made to build intensive distribution to try to remain market leader. Promotional efforts will continue to build awareness but in the mass market, rather than targeted at a niche. Maturity: This phase is characterised by peak sales, low cost per customer and high profits. Purchasers will be the early/late majority (or the pragmatists and conservatives). Competition is likely to have stabilized as weaker products are forced out of the market. Strategies at this stage might involve diversifying brands (brand leverage, brand extension) and product line changes (widening, filling, stretching). Prices will most likely be lowered at this stage, possibly to match or beat competitors. Sales promotion may become more prevalent. Generally promotional strategy will be to stress brand differences and encourage brand loyalty. Advertising will try to remind and reinforce the brand. Decline: This phase is characterised by declining sales, and declining profits. Laggards or the skeptics will buy the product now cost and risk is low and most other people have purchased the product. Competition will reduce as company’s divest products in a declining market with declining sales. Strategies at this phase may be to phase out weak items. Prices may be cut. All aspects of the marketing mix might be cut back to reduce costs with efforts made at the level to retain loyalists. The PLC can be used in planning a company’s product portfolio. The ideal is to have products at different phases of the life cycle so that products at the maturity phase can provide profits for investment in the mix for products at the introduction and growth phases. Portfolio planning models like the BCG matrix allow firms to address this, and to make sure they are channelling their efforts into products which have potential for growth (stars and question marks) or profit generation (cash cows). Portfolio planning will also be about phasing out products which do not have a future (dogs). Best answers will emphasise the limitations of the plc model (linearity, not all products ever do into decline). 3) Discuss the main areas an advertising company will consider when given a creative brief. Using examples, explain why a celebrity may be chosen as a  message source. What factors determine the success of a celebrity endorsement? Answers should outline the following areas for a creative brief: Positioning statement- what is the overall positioning of the brand. What are the key brand benefits and brand promise. It could be based on: Features: how the brand delivers its promise; Values and personality: what the brand stands for and signifies, which affects relationship and loyalty; or Key reward: may be based on one of these features, safety, classy personality etc. Proposition: spells out what you want to say: big ideas, strategically central. Potential sources of a proposition are: user characteristics, price, brand image, product service heritage, ways of using the product, comparison with rivals, surprising points etc. What are the specific objectives for the campaign- may be to inform, persuade, remind or reinforce. This should help formulate specific, measurable, achievable, realistic and targeted/timed objectives. Objectives may be to move buyers through readiness stages. Models such as AIDA and Dagmar may be mentioned. Target market- what segments are being targeted. This will impact greatly on the message strategy, creative considerations and media choice. Communication is a transactional process whereby meaning is exchanged through the intentional use of symbols. The firm must encode- reduce the concepts to a set of symbols which the recipient will decode. There must be a shared view of what the symbols mean, a shared field of experience. This will be determined by the target market as well. Message strategy: appeals, themes or ideas that tie into the brand positioning and establish points of parity or points of difference. Rewards may be intrinsic e.g. quality or extrinsic e.g. traditional. Buyers expect one or more of the following rewards: rational, sensory, social or ego  satisfaction Creative structure- how should we express our message: informational (rational, logical, product demo, comparison, testimonials); transformational (non-product related benefit or image, stir up emotions, negative: fear, guilt, shame, positive: humour, love, pride and joy, often use borrowed interest devices- music, provocative images, cute animals etc.). Media choice- Where is the communication(s) going to appear? Media classes (media types such as PR, press, TV- does it reach the chosen audience?); Media vehicles (choice within the chosen class such as the Times or the Sun). How frequently? What impact? What exposure? (Burst- concentrated, Continuity, Pulsing etc.). How much is to be spent? Budget and control measures. Message source- who should express the message? Credibility, celebrity endorsement, modelling. Celebrity endorsement: used extensively. The product or service is given credibility through association with someone the audience trust or aspire to be like. Success depends on having a believable link between the meanings associated with the celebrity and the product; Class, status, gender, age, personality and lifestyle are all part of what the celebrity transfers to the product. Likeability also important; Celebrity credibility is comprised of attractiveness, trustworthiness and expertise. The various endorsements of a celebrity such as Tiger Woods may be used to discuss the effectiveness of this method. 4) Using the purchase of a particular product as an example, describe the decision process model of consumer behaviour. What are the short comings of the model in understanding this purchase? The answer to this question will largely depend on whether the student decides to focus on a high involvement purchase such as a car, or a low involvement purchase such as a can of soft drink. All answer will identify  the 5 stages of the decision process model of consumer behaviour: Problem recognition: consumer’s either recognise a problem or have a need triggered by internal or external stimuli. If the stimulus is internal for example hunger, it may rise to threshold level and become a drive. A need can be aroused by an external stimulus such as seeing a neighbour’s new car may trigger thoughts about buying one yourself. Information search: Sources of information may be personal, commercial, public or experiential. Of the total set of brands available, the consumer will only be aware of a subset called the awareness set. Some brands will meet the initial buying criteria and become part of the consideration set. As the consumer searches for further information, a few brands will form the choice set from which the final choice will be made. The awareness set will depend on whether companies have got themselves noticed. Consumers will then have positioned these according to a hierarchy of attributes- type/price/brand dominant. The car purchaser may decide on brands in the consideration set: audi/BMW/Mercedes. The drink purchaser may decide on type, cola with the options of Pepsi, Coca Cola and Supermarket own-brand. Evaluation- will depend on the need the consumer is satisfying; the benefits they are seeking; and the bundle of attributes that will satisfy this need. Attributes that deliver sought after benefits will vary: for the soft drink it may be taste, price, packaging, for the car it may be safety, performance, price. Expectancy value model assumes consumers arrive at decision about brands through an attribute evaluation procedure, combining brand beliefs, the positives and the negatives according to importance. Decision- the consumer makes the choice of their preferred brand and also decisions about quantity, timing and payment method. The car purchaser may have decided on a BMW but there was a waiting time and no interest-free finance so actually decided on an Audi. The soft drink purchaser discovered Pepsi had a trial price and opted for that. Post purchase behaviour- consumer’s often feel dissonance that stems from noticing disquieting features or hearing unfavourable things about the brand and will be alert to information that supports the purchase decision. No single process is used by all consumers, or by one consumer in all buying  situations. There are several processes which are not necessarily made on the basis of such conscious and rational judgements. Non-compensatory models of decision making using heuristics may be used, depending on brand knowledge, differences among brands and the social context. In reality, the soft drink purchaser is very likely just to choose the Cola brand they have previous experience of, or the one all their friends drink. The elaboration likelihood model would suggest consumers may take a peripheral route for this type of purchase, as they are unlikely to have the motivation for a diligent rational evaluation of alternatives. The consumer could just go straight from problem to decision, or certainly skip stages. This model also ignores other consumer psychology such as variety seeking, which happens in low involvement but significant brand difference sectors. Therefore consumers try Cherry Coke, Coke with Lime etc. purely for variety. A car on the other hand would demand the central route. Perceived risk will vary with the amount of money at stake, the amount of attribute uncertainty and the consumer’s self-confidence. For the purchase of a car, there could be functional, physical, financial, social, psychological and time risk. This uncertainty may lead the customer to postpone the decision, as might unanticipated situational factors, both of which are not included in the decision model. High involvement decisions are more likely to proceed down this central route for purchases that are financially involving, technically complex or have social implications (examples might be cars, mobiles). 5) What are the three key stages of the strategic marketing management process? Explain what activities are undertaken at each stage of the process and why this is so critical to a firm’s long term competitive advantage. Strategic analysis- where are we now? This is concerned with understanding the strategic position of the organisation in terms of its external environment, internal resources and competencies and the expectations and influences of stakeholders. Strategy is the development of long-range plans for the effective management of environmental opportunities and threats  while taking into account the organisation’s strengths and weaknesses. At this stage firms will collect and analyse relevant types of information about environmental forces and trends. This will be on two levels: the macro- for which a PEST analysis may be performed; and the micro- for which the Five Forces model for industry analysis may be used, in addition to analysing other relevant factors such as consumer behaviour and perceptive competitor analysis. The other environment is the internal environment in which a firm will identify its assets, resources and their application to determine where strengths and weaknesses may exist. Models such as a resource audit or value chain are used to collect this information. All relevant environmental analysis is then compiled into SWOT from which the organisation will determine where its future strategy should lie given the major factors and trends identified. This stage is crucial for competitive advantage as market information and intelligence is essential for developing a successful marketing strategy based on and for creating and sustaining competitive advantage is today’s rapidly changing environment. Strategic choice- where do we want to be? This involves understanding the underlying bases guiding future strategy, and generating strategic options for evaluation and selecting from among them. Strategy is decided upon in terms of objectives, financial decisions, segmentation, and positioning. These are the crucial and central decisions in developing a competitive marketing strategy. Based on the SWOT, strategic alternatives may be suggested and a decision needs to be made at corporate and SBU levels. Deciding the the mission and directional strategy and allocating resources will be decided at a corporate level. Portfolio planning models such as the BCG matrix may be used. At the SBU level, a generic strategic orientation (cost leadership, differentiation, focus) will be chosen based on unique competitive advantages. At the functional level, strategists consider decision such as what products to offer. Ansoff’s matrix may be used a tool to choose between the four possible options available to any organisation with regard to product/market strategy. Market segments to target and market position strategy are also decided at this stage, as well as competitive positioning and relationship strategies. Segmentation, targeting and positioning are the cornerstone of marketing strategy and key in developing  a distinctive position in the consumer’s mind, developing brand loyalty and therefore building long term consumer franchise that will help the company defend itself from competitive threats. Strategic implementation- how are we going to get there? This is the translation of strategy into organisational action through organisational structure and design, resource planning, and the management of strategic change. This involves the strategic, rather than tactical planning of product innovation, branding, services, pricing and distribution, marketing communications and emarketing. Some responses may also identify a fourth stage- strategic monitoring and control- did we get there? The importance of monitoring and control in strategic planning. 6) Identify what is meant by Value Chain Analysis. Why would a firm decide to use this analytical tool? Framework developed by Porter (1985) as a way of examining the nature and extent, if any, among the internal activities of a firm. Porter argues every firm is a collection of activities that are performed to design, produce, promote, deliver and support its product. All these activities can be represented in five primary activities and four support activities using a value chain concept. The primary activities of the value chain are inbound logistics, operations, outbound logistics, marketing and sales and services. Support activities are firm infrastructure, human resource management, technology development and procurement. Value chain analysis has been widely used by firms as a means of analysing the internal activities of an organisation. One of the key benefits is the recognition that organisations are much more than a random collection of machines, money and people because these resources have no value unless they are deployed in activities and organised into systems which ensure products and services are produced and valued by the end customer. Firms which produce several products may evaluate several value chains. Examining each  chain and the linkages may allow firms to examine the potential synergies between the value chains of different products. Internal analysis provides a detailed understanding of those aspects of an organisation that are of strategic importance. It is often the way a firm’s assets and resources are applied that explain differences in performance among companies, rather than industry structure. It has been argued that the significance of the external environment has been over emphasised and a more appropriate focus for strategy is the organisation’s resource base. The key idea is that the value chain is a systematic way of examining all the activities a firm performs and how they interact to differentiate a firm’s value chain from its competitors value chains. This differentiation is recognised as a key source of competitive advantage. A firm is therefore likely to use this tool when undertaking a strategic analysis. It will analyse the various activities and determine where its strengths and weaknesses lie. For example high levels of absenteeism and ineffective warehouse automation may be identified as weaknesses. Strong research and development and salesforce results might be strengths. The company will then decide whether to match their strengths or to convert or nullify their weaknesses. The value chain would be used when determining a strategic capability profile or using a SWOT analysis. Answers may explore the alternative forms of internal analysis, such as the resource-based approach, performance analysis approach and functional analysis approach, commenting on potential strengths and weaknesses of these analytical tools. Like any strategic environmental analysis, internal analysis must be rigorously performed and undertaken at regular intervals to monitor and evaluate strategies and changes. Answers may also critique the fact that value creation does not only occur in the organisation but also in the supply and distribution channels. For example the quality of a car is influenced not only by the activities within the firm but by the quality of spare parts, components and the performance of distributors. January 2011 1) Discuss the factors that influence a companys choice of promotional mix. (50%) Name and describe the scope and characteristics of various promotional tools. (50%) The main 5 factors that influence the choice of the marketing mix are: 1) Resource availability and cost of promotional tools 2) Market size and concentration 3) Customer information needs 4) Product characteristics 5) Distribution push versus consumer pull strategies Other relevant points are that: decisions must not be made in isolation from the rest of the marketing mix- must be aligned; marketers need to make the correct choice of the promotional blend to communicate to the target audience; Marketers weigh strengths and weaknesses of tools against promotional objectives Advertising is defined as â€Å"Paid for communication by an identified sponsor with the aim of influencing and informing one or more people†. It is mainly used in the long term and is useful for raising awareness or influencing consumer’s attitudes about brands. Advantages are that it can communicate amplified and expressive messages through the use of sight, sound, music, experience etc. Disadvantages are that is is one directional, impersonal, expensive and can be seen as pervasive. Direct marketing is defined as â€Å"The recording, analysis and tracking of customers’ direct responses in order to develop loyalty†. It is used in the long term and short term. It is mostly used for retention but can also be used for acquisition of new customers. With improvements in databases, direct marketing can increasingly be customised and up to date. It is also interactive i.e. generates responses from customers and builds relationships. Disadvantages can be cost, and that telemarketing and direct  mail etc. are often seen as a nuisance by consumers. Public Relations is defined as the â€Å"Formulation, execution and sustained effort to establish and maintain goodwill and mutual understanding and reciprocal goodwill between an organisation and its stakeholders†. It is used in the short and long term and is particularly useful for building reputation. It has the advantages of low media costs, credibility, visibility, and dramatisation- can catch consumers off guard. Major disadvantage is that it is difficult to control. Sales promotion is â€Å"An incentive for the customer, salesforce or distributor to make an immediate purchase†. It is mainly used in the short term. When used strategically, it can be useful for encouraging trial, re-trial, extended trial, building databases and getting rid of old stock. From a trade perspective it can be useful for increasing distribution, increasing inventory, and improving shelving space/position. Disadvantages are that it does not build brand loyalty and is mainly tactical in its horizons. 2) Explain the concept and purpose of analysing industry competition using Porter’s Five Forces model. Use illustrative examples to support your answer. The reason the Five Forces are important is that whilst industry structure has a strong influence in determining the competitive rules of the game as well as the strategies potentially available to the firm. Forces outside the firm are significant primarily in a relative sense; since outside forces usually affect all firms in the industry, the key is found in the differing ability of the firms to deal with them. The purpose of analysing industry competition is that it: Determines sectoral structural attractiveness Collective strength determines the ultimate profit potential of the industry and the ability of firms to earn rates of ROI in excess of the cost of capital Links with strategy development- goal of business is to find a position in the industry where it can defend itself Strategists should evaluate and rate these forces (high/medium/low threat or power) Accounts  for most of the micro-environment by acknowledging that competitive structure is not just determined by direct industry competitors Answers may outline the different Forces and raise some or all of the following points: Rivalry determinants: Industry growth; exit barriers; brand identity; switching costs; concentration; corporate stakes; diversity of competitors; informational complexity; intermittent overcapacity; fixed costs/value added; product/service differences Buyer power : Bargaining leverage e.g. Buyer information, Buyer switching costs Buyer volume Price sensitivity Brand identity, Product/service differences, Impact on quality performance Supplier power e.g. Switching costs; substitute inputs; impact of inputs on differentation; threat of forward integration; importance of volume to supplier Substitute threats e.g. Relative price performance of substitutes; switching costs; buyer propensity to substitute Entry Barriers e.g. Economies of scale; brand identity; switching costs; capital requirements; access to distribution; expected retaliation 3) Discuss the role that segmentation, targeting and positioning each play in developing a successful marketing strategy including managing the marketing mix. STP is central to development a marketing strategy. The marketing concept assumes different preferences amongst consumers, and STP is how consumers are grouped into clusters with similar characteristics or needs, so that products and services can be targeted to satisfy them. Segmentation is dividing a market into distinct groups of buyers with different needs, characteristics or behaviours, who might require separate products or marketing mixes. The reason companies use STP is that: * It is profitable business. * May discover unfulfilled consumer needs. * Strengthens management capabilities. * Allocates marketing resources. * Sets market objectives. There are 6 stages to STP, which are: When considering which segments to target, marketers consider a mixture of managerial concerns and customer needs which include: * Is servicing the segment consistent with corporate goals? * What is the strength of competition targeting the segment? * Is it desirable in terms of size, future growth and saturation? * Selecting segments whose needs match the companies ability to deliver. * Profitability and strategic fit- SWOT * Ultimately the decision is conceptual- who we are as a company, and where we want to be The strategic role that STP plays is in allocating resources to the potentially most profitable segment of the market. Product lines are then designed to match demand in the market place or match resources. STP means companies can catch the first sign of change to give time to prepare and take advantage of it, and consider best competitive position to adopt for each segment. With marketing management STP allows firms to determine the right style of comms campaign; choose the most cost effective advertising media; apply demographic data effectively; price for maximum effectiveness; and develop the right channel strategy. Ultimately STP results in positioning which is possibly the most important aspect of marketing- it results in changing and forming perceptions about brands, creating brand identity and is about designing, communicating and delivering value (crafting the marketing mix to the needs of the target market is the foundation upon which customer relationships and brands are built). A  product’s position is the way the product is defined by consumers on important attributes, it is the place the product occupies in the consumer’s mind relative to competing products. Positioning is based on unique selling proposition (USP) (what is unique/what are you selling); a Brand’s competitive advantage- with whom are you competing and how are you better? And who will use the product? 4) What personal, social and cultural factors influence buyer behaviour? (50%) Choose an example of a high involvement purchase, such as a car, and describe how these factors influence the consumer’s choice.(50%) Cultural Influences have the broadest and deepest influence. Culture is the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions. Your values are formed on achievement and success, individuality, freedom, humanitarianism etc. (or Hofstede’s model). Subcultures- more specific identification and socialisation for members on the basis of nationalities, religion, geographical location, political perspectives. Social classes: show distinct preferences in terms of product choice, brands, media choice and languages. Social influences. Relevant factors include: Reference groups: have a direct or indirect effect on attitudes or behaviours; consist of primary and secondary; aspirational and dissociative; they introduce ideas and behaviours, influence attitudes and self concept; they create pressures for conformity which may affect brand choice. Opinion formers (e.g. designers), opinion leaders (offers information and usage advice), confident social and involved with category; and opinion followers. Companies try to reach leaders to disseminate messages. Family- the most important consumer buying organisation and the primary reference group, different priorities and decision-making influences. Personal Influences: Relevant factors include: Age and stage in life cycle- family/ psychological/ transitions. Occupation and economic circumstances- occupation may affect products and services required and what you can  afford. Personality: a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli. Often consumers try to buy brands that reflect their own personality (Aaker’s brand personality typologies: sincerity/ excitement/ competence/ sophistication/ ruggedness). Self-concept: actual/ ideal/ others’ self-concept/ multiple selves. Lifestyle: pattern of living as expressed in activities, interests and opinions and values; influences such as time constrained, multi-tasking. Core values: the belief systems that underlie attitudes and behaviours. 5) Discuss THREE different approaches to pricing, outlining the advantages and disadvantages of each approach. The three approaches are: Cost-based pricing : strong internal orientation and based on costs Competitor-orientated pricing : major emphasis on levels set by competitors Market-led pricing: focuses on the value that customers place on a product in the market place and the nature of the marketing strategy used to support the product. Cost-based pricing involves setting prices based on the costs of producing, distributing and selling the product plus a fair rate of return for the company’s effort and risk. Methods include: Cost-plus pricing- simplest method of pricing- involves adding a standard mark-up to the product; break-even- what’s the minimum price we can charge to match the cost of making and marketing a product (BE= (fixed costs)/[(price-variable costs)]. Marginal cost- setting prices below full cost. Often used by service companies like hotels and airlines to make a contribution to direct costs. More complicated for services- variable costs move faster with an increase in demand. Advantages: simple; ensure you stay in business by setting minimum floor on pricing; and helps to set objectives in terms of the minimum number of units that need to be sold Disadvantages: In reality many business use cost-based approaches but they can have huge disadvantages: illogical: raised prices when sales fall; sales estimates are made before a price is set; ignores elasticity of demand; ignores competitor’s pricing; no incentive to reduce costs; ignore the impact of consumer perception and psychology; estimates overheads against individual products in an arbitrary way Competitor-based pricing- Can take three forms: 1) Firms follow the prices set by leading competitors Benchmark then set either above, below or the same as competitor Popular in financial services Can be risky, especially if cost position is not as good as a competitor Could start price war 2) Going Rate- all competitors receive the same because it is the going rate Undifferentiated commodities like coffee beans Challenge for marketer is to find creative ways of differentiating to charge higher price e.g. fair trade coffee beans, premium quality coffee beans 3) Competitive bidding process- contract goes out to tender sealed bids or competitive auction usually lowest price accepted increasing price pressures, European competition legislation and growing use of technology has increased the use of competitive bidding Very common in government and public sector markets Market-led pricing- favourable as it takes into account value rather than price. Main methods: 1) Trade-off analysis- also known as conjoint analysis, determines the trade-off between price and other features different combinations of variables such as brand, packaging, product features and price are tested can measure the impact on preferences of increasing price and determine the price level customers are willing to pay 2) Experimentation- places products on sale in various locations at different prices 3) Economic Value to the Customer (EVC) reducing costs and increasing revenue are primary concerns of companies Therefore in industrial markets, EVC is calculated- can charge more for a product if it will help your customer increase their revenue more than the competition e.g. new technology. Market led pricing is favourable as it takes into account the psychology of  prices and not simply economics; the price is used to say something about the product, and other factors such as stage in the product life cycle. Price often indicates quality especially in services. However, organisational considerations such as costs and the nature and structure of competition must also be considered. 6) Outline how you would construct a SWOT analysis. (50%) Explain the purpose of a SWOT analysis in the marketing planning process. (50) Answers should explain how the marketing environment is analysed- Macro environmental analysis conducing a PESTEL analysis, Micro-environment- examining Five Forces and other factors such as consumer behaviour. These result in identifying opportunities and threats. An internal analysis using e.g. value chain, identifies an organisations strengths and weaknesses. The purpose of conducting a SWOT is to identify strategic choices available to a company. It’s the internal communication of external information about emerging issues, situations and potential threats that potentially influence an organisation’s decision making (Albright 2004). SWOT is essential for firms growing in size and complexity and is an important component of a company’s approach to developing a market orientation. Market orientated companies are more profitable. SWOT is essential in markets where the pace of change and uncertainty is increasingly high- companies need to take a proactive direction. It identifies fads, trends, and megatrends. Scanning customer trends helps you create, communicate and deliver value and beat the competition. SWOT/TOWS is the basis for making strategic decisions about growth, what products, what markets, and whether to convert weaknesses or capitalise on strengths etc. Decisions are then made about STP and how the marketing mix will be managed in order to achieve marketing objectives. SWOT is the result of the strategic analysis which is followed by strategic choice, strategic implementation, and strategic control.

Reduce, Reuse, Recycle: Television Resources Essay -- Conservation

Americans are doing whatever they can to go green, and not the color. The â€Å"green† movement is about people making small lifestyle changes that could help the environment. Recently the economy has been bad enough that the housing market in a state of crisis; therefore, home owners with a need of change are resorting to remodeling and construction in their existing homes instead of moving. In order to save money on products for their home and be compliant with a green lifestyle, people are making decisions and buying products that are more resourceful and less wasteful. The green movement has people educating themselves about how they can better their environment. People with a greener conscious are buying the more eco-friendly products, choosing products that are or will be recycled. This green home movement is coming to consumers from news sources or word of mouth instead of being pressed by the media, such as home media networks that are viewed as the authorities on this matter, to create an effective attitude about environmentalism. In fact, most viewers are immediately hooked by the showing of demolition of furniture and cabinets that could easily be donated to a family in need instead of being hauled away to the dump. Home media networks, such as Home and Garden Television (HGTV) and Do It Yourself (DIY) Network, have the responsibility to portray and educate their viewers about recycling options for household goods that are not easily disposable. People concerned about their home should also worry about the environment; a short walk and neighbors can see the rising depths of nearby landfills. The problem lays in our landfills that poison the soil, water, and air. While this is no surprise to ecological news, the statistics a... ...h Premier. Web. 21 Apr. 2012. Intini, John. "The Treasure In Other's Trash." Maclean's 118.20 (2005): 32-N.PAG. Academic Search Premier. Web. 17 Apr. 2012. Kulpinski, Dan. "Human Footprint: Where Does All the Stuff Go?" Trash Talk. National Geographic. Web. 21 Apr. 2012. . Lee, E. Bun. "Environmental Attitudes And Information Sources Among African American College Students." Journal Of Environmental Education 40.1 (2008): 29-42. GreenFILE. Web. 19 Apr. 2012. Shanahan, James, Michael Morgan, and Mads Stenbjerre. "Green Or Brown? Television And The Cultivation Of Environmental Concern." Journal Of Broadcasting & Electronic Media 41.3 (1997): 305. Academic Search Premier. Web. 20 Apr. 2012. "Unfinised-Finished Basment." Rehab Addict. Do It Yourself Network. DIY, 26 May 2012. Television.

Opera Music

Listening to an opera is one of the most interesting classical music performances you could see live. This 90 minute opera I seen was played on Tuesday, November 13, 2012 and performed at 8 p. m. The name play was Wozzeck by Alben Burg and performed by the Philharmonic Ocrhestra. At the opera the person who was suppose to be the doctor was ill so Kevin Beurdette took Tijil Faveyls place. The people that attended the concert varied, some people were older and other people were young. The type of class of people that showed up to this concert was not specifically seen because most of the people that did show where dressed formal-casual.This concert had no special occasion to it but besides the fact that it was a mandatory class meeting at the Disney Concert Hall. The opera had a full orchestra. During this opera performance none of the actors had costumes on nor was the stage set up for an acting show. The scenes performed were all up to the actors; they memorized the play and then imp rovised their acting on set. The Doctor acted by Burdette had to really improvise his part. Every time he came out in a scene he carried the script with him out on stage.This opera was in German and there were surr-titles instead of subtitles. The audience laughed during the opera and they were to have a sense of relationship with play. Since it was a play the audience only applauded when the opera was over. The play Wozzeck was a play that not finished by Georg Buchner and Alban Berg finished his play. This play is set back in World War I. It is a story about soldier â€Å"Wozzeck† who is in love with a prostitute and she is the mother of his son. Wozzeck is not able to meet her needs financially, so he takes part in the doctor’s experiment.The experiments start to make him hallucinate and hear thing. On the mean while his wife is having an affair with a drum major and plans to be with him. Wozzeck becomes suspicious of her and then doctor and captain tempt Wozzeck to do something about. He then starts to have crazy visions of her and the drummer. So he sets forth on killing her and then he himself drowning because he wants to hide the knife far into the water so no one could find it. This tragic play is composed by Esa-Pekka Salonen at the Disney Concert Hall. It is a 3 part play that is roughly 90 minutes long.Salonen has been with the Los Angeles Philharmonic Music Director from 1992 until 2009. The play has an orchestra of fifty people and off set orchestra which was the UC Berkley chamber chorus that played outside in order to set the mood of an illusion. The characters Marie and Wozzeck had solo’s, during the play each character sang in tune of the music the texture of this play is homophonic and polyphonic. Besides about the fact that two main characters had solo’s there was a group of children that came out to sing. ZacharyMimis the child of Marie had a small solo at the end of the play.The tempo in Wozzeck fluctuated as so me scenes where nerve racking or some were distressing. During the play dynamic contrast was played in tune with the tempo. All abruptly the 2 bassoons would play really fast and loud and other times play really slow. The music in the play was secular and not scared music. The opera Wozzeck was a great performance; I did not go in with high hopes only because what my view of an opera was not for it. Whenever I think of an opera I think of some fat ladies wearing a Viking helmet and looking like fighters.This opera was a little different because each actor had a distinctive personality that was vividly seen. The captain was a crazy character, his acting placed him as one of my favorites. His interacting with Wozzeck because he would make fun of Wozzeck for being a crazy loon and poor. One thing that I noticed about the music was that sometimes when a character would sing they would not be in tune with music but then end it in tune. The music had intensive moments that surprised me wi th excitement.The play was also funny because of the word choice used in order to make fun of a character. Coming to this opera was a new experience I enjoyed the performance I could not sit still because I was getting tired of sitting. The seat that I sat in was one of the best seats that I have had there. The sound quality that was produced was great and you could see all of what the characters where doing. Although it was a bit distracting to be looking up at the surr-scripts it was an experience I will not forget. I am definitely glad I had the chance to see an opera like this.

The Vampire Diaries: The Fury Chapter Five

Dr. Feinberg, Elena thought wildly, trying to twist around to look and simultaneously press herself into the shadows. But it wasn't the small, hawk-nosed visage of the doctor that met her eyes. It was a face with features as fine as those on a Roman coin or medallion, and haunted green eyes. Time caught for a moment, and then Elena was in his arms. â€Å"Oh, Stefan. Stefan†¦Ã¢â‚¬  She felt his body go still with shock. He was holding her mechanically, lightly, as if she were a stranger who'd mistaken him for someone else. â€Å"Stefan,† she said desperately, burrowing her face into his shoulder, trying to get some response. She couldn't bear it if he rejected her; if he hated her now she would die†¦ With a moan, she tried to get even closer to him, wanting to merge with him completely, to disappear inside him. Oh, please, she thought, oh, please, oh, please †¦ â€Å"Elena. Elena, it's all right; I've got you.† He went on talking to her, repeating silly nonsense meant to soothe, stroking her hair. And she could feel the change as his arms tightened around her. He knew who he was holding now. For the first time since she'd awakened that day, she felt safe. Still, it was a long while before she could relax her grip on him even slightly. She wasn't crying; she was gasping in panic. At last she felt the world start to settle into place around her. She didn't let go, though, not yet. She simply stood for endless minutes with her head on his shoulder, drinking in the comfort and security of his nearness. Then she raised her head to look into his eyes. When she'd thought of Stefan earlier that day, she'd thought of how he might help her. She'd meant to ask him, to beg him, to save her from this nightmare, to make her the way she had been before. But now, as she looked at him, she felt a strange despairing resignation flow through her. â€Å"There's nothing to be done about it, is there?† she said very softly. He didn't pretend to misunderstand. â€Å"No,† he said, equally soft. Elena felt as if she had taken some final step over an invisible line and that there was no returning. When she could speak again, she said, â€Å"I'm sorry for the way I acted toward you in the woods. I don't know why I did those things. I remember doing them, but I can't remember why.† â€Å"You're sorry?† His voice shook. â€Å"Elena, after all I've done to you, all that's happened to you because of me†¦Ã¢â‚¬  He couldn't finish, and they clung to each other. â€Å"Very touching,† said a voice from the stairway. â€Å"Do you want me to imitate a violin?† â€Å"How did you get here?† said Stefan. â€Å"The same way you did, I presume. Attracted by the blazing beacon of the fair Elena's distress.† Damon was really angry; Elena could tell. Not just annoyed or discommoded but in a white heat of rage and hostility. But he'd been decent to her when she'd been confused and irrational. He'd taken her to shelter; he'd kept her safe. And he hadn't kissed her while she'd been in that horrifyingly vulnerable state. He'd been†¦ kind to her. â€Å"Incidentally, there's something going on down there,† Damon said. â€Å"I know; it's Bonnie again,† said Elena, releasing Stefan and moving back. â€Å"That's not what I meant. This is outside.† Startled, Elena followed him down to the first bend in the stairs, where there was a window overlooking the parking lot. She felt Stefan behind her as she looked down at the scene below. A crowd of people had come out of the church, but they were standing in a solid phalanx at the edge of the lot, not going any farther. Opposite them, in the parking lot itself, was an equally large assembly of dogs. It looked like two armies facing each other. What was eerie, though, was that both groups were absolutely motionless. The people seemed to be paralyzed by uneasiness, and the dogs seemed to be waiting for something. Elena saw the dogs first as different breeds. There were small dogs like sharp-faced corgis and brown-and-black silky terriers and a Lhasa apso with long golden hair. There were medium-sized dogs like springer spaniels and Airedales and one beautiful snow white Samoyed. And there were the big dogs: a barrel-chested rottweiler with a cropped tail, a panting gray wolfhound, and a giant schnauzer, pure black. Then Elena began to recognize individuals. â€Å"That's Mr. Grunbaum's boxer and the Sullivans' German shepherd. But what's going on with them?† The people, originally uneasy, now looked frightened. They stood shoulder to shoulder, no one wanting to break out of the front line and move any closer to the animals. And yet the dogs weren't doing anything, just sitting or standing, some with their tongues lolling gently out. Strange, though, how still they were, Elena thought. Every tiny motion, such as the slightest twitch of tail or ears, seemed vastly exaggerated. And there were no wagging tails, no signs of friendliness. Just†¦ waiting. Robert was toward the back of the crowd. Elena was surprised at seeing him, but for a moment she couldn't think of why. Then she realized it was because he hadn't been in the church. As she watched, he drew farther apart from the group, disappearing under the overhang below Elena. Someone had moved out of the front line at last. It was Douglas Carson, Elena realized, Sue Carson's married older brother. He'd stepped into the no-man's-land between the dogs and the people, one hand slightly extended. A springer spaniel with long ears like brown satin turned her head. Her white stump of a tail quivered slightly, questioningly, and her brown-and-white muzzle lifted. But she didn't come to the young man. Doug Carson took another step. â€Å"Chelsea†¦ good girl. Come here, Chelsea. Come!† He snapped his fingers. â€Å"What do you sense from those dogs down there?† Damon murmured. Stefan shook his head without looking away from the window. â€Å"Nothing,† he said shortly. â€Å"Neither do I.† Damon's eyes were narrowed, his head tilted back appraisingly, but his slightly bared teeth reminded Elena of the wolfhound. â€Å"But we should be able to, you know. They ought to have some emotions we can pick up on. Instead, every time I try to probe them it's like running into a blank white wall.† Elena wished she knew what they were talking about. â€Å"What do you mean ‘probe them'?† she said. â€Å"They're animals.† â€Å"Appearances can be deceiving,† Damon said ironically, and Elena thought about the rainbow lights in the feathers of the crow that had followed her since the first day of school. If she looked closely, she could see those same rainbow lights in Damon's silky hair. â€Å"But animals have emotions, in any case. If your Powers are strong enough, you can examine their minds.† And my Powers aren't, thought Elena. She was startled by the twinge of envy that went through her. Just a few minutes ago she'd been clinging to Stefan, frantic to get rid of any Powers she had, to change herself back. And now, she wished she were stronger. Damon always had an odd effect on her. â€Å"I may not be able to probe Chelsea, but I don't think Doug should go any closer,† she said aloud. Stefan had been staring fixedly out the window, his eyebrows drawn together. Now he nodded fractionally, but with a sudden sense of urgency. â€Å"I don't either,† he said. â€Å"C'mon, Chelsea, be a good girl. Come here.† Doug Carson had almost reached the first row of dogs. All eyes, human and canine, were fixed on him, and even such tiny movements as twitches had stopped. If Elena hadn't seen the sides of one or two dogs hollow and fill with their breathing, she might have thought the whole group was some giant museum display. Doug had come to a halt. Chelsea was watching him from behind the corgi and the Samoyed. Doug clucked his tongue. He stretched out his hand, hesitated, and then stretched it out farther. â€Å"Yes.† She could see his gaze unfocus with concentration; then, he shook his head, exhaling like a person who's tried to lift some-thing too heavy. â€Å"It's no good; I'm burnt out. I can't do it from here.† Below, Chelsea's lips skinned back from her teeth. The red-gold Airedale rose to her feet in one beautifully smooth movement, as if pulled by strings. The hindquarters of the rottweiler bunched. And then they sprang. Elena couldn't see which of the dogs was the first; they seemed to move together like a great wave. Half a dozen hit Doug Carson with enough force to knock him backward, and he disappeared under their massed bodies. The air was full of hellish noise, from a metallic baying that set the church rafters ringing and gave Elena an instant headache, to a deep-throated continuous growl that she felt rather than heard. Dogs were tearing at clothing, snarling, lunging, while the crowd scattered and screamed. Elena caught sight of Alaric Saltzman at the edge of the parking lot, the only one who wasn't running. He was standing stiffly, and she thought she could see his lips moving, and his hands. Everywhere else was pandemonium. Someone had gotten a hose and was turning it into the thick of the pack, but it was having no effect. The dogs seemed to have gone mad. When Chelsea raised her brown-and-white muzzle from her master's body, it was tinged with red. Elena's heart was pounding so that she could barely breathe. â€Å"They need help!† she said, just as Stefan broke away from the window and went down the stairs, taking them two and three at a time. Elena was halfway down the stairs herself when she realized two things: Damon wasn't following her, and she couldn't let herself be seen. She couldn't. The hysteria it would cause, the questions, the fear and hatred once the questions were answered. Something that ran deeper than compassion or sympathy or the need to help wrenched her back, flattening her against the wall. In the dim, cool interior of the church, she glimpsed a boiling pocket of activity. People were dashing back and forth, shouting. Dr. Feinberg, Mr. McCullough, Reverend Bethea. The still point of the circle was Bonnie lying on a pew with Meredith and Aunt Judith and Mrs. McCullough bent over her. â€Å"Something evil,† she was moaning, and then Aunt Judith's head came up, turning in Elena's direction. Elena scuttled up the stairs as quickly as she could, praying Aunt Judith hadn't seen her. Damon was at the window. â€Å"I can't go down there. They think I'm dead!† â€Å"Oh, you've remembered that. Good for you.† â€Å"He'll think you're an interesting specimen, all right.† â€Å"Then I can't go. But you can. Why don't you do something?† Damon continued to look out the window, eyebrows hiking up. â€Å"Why?† â€Å"Why?† Elena's alarm and overexcitement reached flash point and she almost slapped him. â€Å"Because they need help! Because you can help. Don't you care about anything besides yourself?† Damon was wearing his most impenetrable mask, the expression of polite inquiry he'd worn when he invited himself to her house for dinner. But she knew that beneath it he was angry, angry at finding her and Stefan together. He was baiting her on purpose and with savage enjoyment. And she couldn't help her reaction, her frustrated, impotent rage. She started for him, and he caught her wrists and held her off, his eyes boring into hers. She was startled to hear the sound that came from her lips then; it was a hiss that sounded more feline than human. She realized her fingers were hooked into claws. What am I doing? Attacking him because he won't defend people against the dogs that are attacking them? What kind of sense does that make? Breathing hard, she relaxed her hands and wet her lips. She stepped back and he let her. There was a long moment while they stared at each other. â€Å"I'm going down,† Elena said quietly and turned. â€Å"No.† â€Å"They need help.† â€Å"All right, then, damn you.† She'd never heard Damon's voice so low, or so furious. â€Å"I'll-† he broke off and Elena, turning back quickly, saw him slam a fist into the window-sill, rattling the glass. But his attention was outside and his voice perfectly composed again when he said dryly, â€Å"Help has arrived.† It was the fire department. Their hoses were much more powerful than the garden hose, and the jet streams of water drove the lunging dogs off with sheer force. Elena saw a sheriff with a gun and bit the inside of her cheek as he aimed and sighted. There was a crack, and the giant schnauzer went down. The sheriff aimed again. It ended quickly after that. Several dogs were already running from the barrage of water, and with the second crack of the pistol more broke from the pack and headed for the edges of the parking lot. It was as if the purpose that had driven them had released them all at once. Elena felt a rush of relief as she saw Stefan standing unharmed in the middle of the rout, shoving a dazed-looking golden retriever away from Doug Carson's form. Chelsea took a skulking step toward her master and looked into his face, head and tail drooping. â€Å"It's all over,† Damon said. He sounded only mildly interested, but Elena glanced at him sharply. All right then, damn you, I'll what? she thought. What had he been about to say? He wasn't in any mood to tell her, but she was in a mood to push. â€Å"It's all over,† Damon said. He sounded only mildly interested, but Elena glanced at him sharply. All right then, damn you, I'll what? she thought. What had he been about to say? He wasn't in any mood to tell her, but she was in a mood to push. He stiffened, then turned. â€Å"Well?† For a second they stood looking at each other, and then there was a step on the stair. Stefan had returned. â€Å"Stefan†¦ you're hurt,† she said, blinking, suddenly disoriented. â€Å"I'm all right.† He wiped blood off his cheek with a tattered sleeve. â€Å"What about Doug?† Elena asked, swallowing. â€Å"I don't know. He is hurt. A lot of people are. That was the strangest thing I've ever seen.† Elena moved away from Damon, up the stairs into the choir loft. She felt that she had to think, but her head was pounding. The strangest thing Stefan had ever seen†¦ that was saying a lot. Something strange in Fell's Church. She reached the wall behind the last row of seats and put a hand against it, sliding down to sit on the floor. Things seemed at once confused and frighteningly clear. Something strange in Fell's Church. The day of the founders' celebration she would have sworn she didn't care anything about Fell's Church or the people in it. But now she knew differently. Looking down on the memorial service, she had begun to think perhaps she did care. And then, when the dogs had attacked outside, she'd known it. She felt somehow responsible for the town, in a way she had never felt before. Her earlier sense of desolation and loneliness had been pushed aside for the moment. There was something more important than her own problems now. And she clung to that something, because the truth was that she really couldn't deal with her own situation, no, she really, really couldn't†¦ She heard the gasping half sob she gave then and looked up to see both Stefan and Damon in the choir loft, looking at her. She shook her head slightly, putting a hand to it, feeling as if she were coming out of a dream. â€Å"Elena†¦ ?† It was Stefan who spoke, but Elena addressed herself to the other one. â€Å"Damon,† she said shakily, â€Å"if I ask you something, will you tell me the truth? I know you didn't chase me off Wickery Bridge. I could feel whatever it was, and it was different. But I want to ask you this: was it you who dumped Stefan in the old Francher well a month ago?† â€Å"In a well?† Damon leaned back against the opposite wall, arms crossed over his chest. He looked politely incredulous. â€Å"On Halloween night, the night Mr. Tanner was killed. After you showed yourself for the first time to Stefan in the woods. He told me he left you in the clearing and started to walk to his car but that someone attacked him before he reached it. When he woke up, he was trapped in the well, and he would have died there if Bonnie hadn't led us to him. I always assumed you were the one who attacked him. He always assumed you were the one. But were you?† â€Å"As a matter of fact, no,† he said. Elena let out her breath. â€Å"You can't believe that!† Stefan exploded. â€Å"You can't believe anything he says.† â€Å"Why should I lie?† Damon returned, clearly enjoying Stefan's loss of control. â€Å"I admit freely to killing Tanner. I drank his blood until he shriveled like a prune. And I wouldn't mind doing the same thing to you, brother. But a well? It's hardly my style.† â€Å"I believe you,† Elena said. Her mind was rushing ahead. She turned to Stefan. â€Å"Don't you feel it? There's something else here in Fell's Church, something that may not even be human-may never have been human, I mean. Something that chased me, forced my car off the bridge. Something that made those dogs attack people. Some terrible force that's here, something evil†¦Ã¢â‚¬  Her voice trailed off, and she looked over toward the interior of the church where she had seen Bonnie lying. â€Å"Something evil†¦Ã¢â‚¬  she repeated softly. A cold wind seemed to blow inside her, and she huddled into herself, feeling vulnerable and alone. â€Å"If you're looking for evil,† Stefan said harshly, â€Å"you don't have to look far.† â€Å"Don't be any more stupid than you can help,† said Damon. â€Å"I told you four days ago that someone else had killed Elena. And I said that I was going to find that someone and deal with him. And I am.† He uncrossed his arms and straightened up. â€Å"You two can continue that private conversation you were having when I interrupted.† â€Å"Damon, wait.† Elena hadn't been able to help the shudder that tore through her when he said killed. I can't have been killed; I'm still here, she thought wildly, feeling panic swell up in her again. But now she pushed the panic aside to speak to Damon. â€Å"Whatever this thing is, it's strong,† she said. â€Å"I felt it when it was after me, and it seemed to fill the whole sky. I don't think any of us would stand a chance against it alone.† â€Å"So?† â€Å"So†¦Ã¢â‚¬  Elena hadn't had time to gather her thoughts this far. She was running purely on instinct, on intuition. And intuition told her not to let Damon go. â€Å"So†¦ I think we three ought to stick together. I think we have a much better chance of finding it and dealing with it together than separately. And maybe we can stop it before it hurts or-or kills-anyone else.† Elena stared at him. Of course it wasn't her choice, if he meant romantically. She was wearing the ring Stefan had given her; she and Stefan belonged together. But then she remembered something else, just a flash: looking up at Damon's face in the woods and feeling such-such excitement, such affinity with him. As if he understood the flame that burned inside her as nobody else ever could. As if together they could do anything they liked, conquer the world or destroy it; as if they were better than anyone else who had ever lived. I was out of my mind, irrational, she told herself, but that little flash of memory wouldn't go away. And then she remembered something else: how Damon had acted later that night, how he'd kept her safe, even been gentle with her. Stefan was looking at her, and his expression had changed from belligerence to bitter anger and fear. Part of her wanted to reassure him completely, to throw her arms around him and tell him that she was his and always would be and that nothing else mattered. Not the town, not Damon, not anything. But she wasn't doing it. Because another part of her was saying that the town did matter. And because still another part was just terribly, terribly confused. So confused†¦ She felt a trembling begin deep inside her, and then she found she couldn't make it stop. Emotional overload, she thought, and put her head in her hands.