That which Makes Him or Her

Virginia Woolf once asked, â€Å"Why are women†¦ so much more interesting to men than men are to women? † Did she ask the right question or is it the other way around like most men actually think? In the modern day of this age, the world is immersed in complicated relationships that shape the very roles each person portrays. In the midst of it all, some assumptions are made turning society into a blur with respect to the very ideas that define gender roles. The world has changed. People who want to have something said will ask a man.On the other hand, people who want something done will ask a woman. Therefore, allow me to state that the social factors that shape gender roles give far more influence than that of the cultural and biological ones. In society, gender roles are related largely to the set of acceptable standards in society. These standards define what is to be a female and what it is to be a male. Generally, the focus of how to understand gender roles is mostly dependent on the social, biological and cultural factors seen in every society.According to Reiter, â€Å"this is due to the fact that gender is an essential part of the gender or sex system. Every society and community holds a gender or sex system in which its characteristics will mostly be different in all aspects† (Reiter, 1975). Thus, for every country, nation or culture, there are certain social, biological and cultural influences only relevant and limited to that time and place. There are so many ways and guidelines which influence gender roles.A large chunk of the social influence is about the interactions and relationships people have with one another. A person’s family, friends, peers or community are the models and critiques a person has to follow or copy in order to fit in. There are â€Å"proper† ways in which a man or a woman have to act with his family, friends, peers and community. Those people who cannot live up to these standards are labelled a s outcasts or weirdoes. Moreover, television shows and films are society’s perfect role models of how they must act as a man and as a woman.The acting in shows and movies are transformed into the very roles each person plays with regard to their own genders. The essential point to why the social factor is the most influential is because of the need of every person to be accepted by the people around that person and the society where he or she lives in. The biological and cultural factors are not as influential as the social factor. First of all, the truth is that the sex in which a person is actually born does not directly determine his or her abilities or roles.The proponents of the biological factor say that, â€Å"The biological influence proposes that the differences with respect to gender roles are rooted from the differences in the body. There was even an extensive research in the late 1980’s to prove the connections between biology and gender roles† (Conn ell, 1987). However, the studies have not concluded anything. When a person is born, there is no exact way of determining how she or he will be in the future. Lastly, the cultural aspect of gender roles explains that ideas of the proper behaviour in relation to gender vary among time and place.An individual processes information and regulate their behavior based on whatever definitions of femininity and masculinity their culture provides† (Bem, 354 – 367). But culture and tradition can be easily altered or changed. People are becoming more aware each day of their unbounded potential and abilities. As people strive to become better and more successful, they will not allow themselves to be limited by culture or tradition. In essence, everything really influences gender roles whether in a miniscule or gargantuan level.The quintessential point is that first, culture or tradition can be broken and set aside without having far reaching consequences. Moreover, biological influ ences on gender roles can be overcome by simply seeing that people are not limited to their genetically inherited make up. And most importantly, the social factor gives the most considerable influence simply because it is but natural for any human being to socialize, interact and find a place where he or she can fit.

The Secret of Ella and Micha Chapter 11

Ella The next morning Lila is feeling much better. It's like last night never happened, but I wonder if it's an act. â€Å"I have a feeling that today is going to be full of rainbows and sunshine,† Lila says cheerily as she applies her lipstick, using the mirror on the closet door. Against my protest, she took down some of my sketches, so she could see her reflection. â€Å"See what, though?† I'd asked and she laughed, totally confused. â€Å"Are you high?† I tease as I twist my hair onto the back of my head and secure it with a clip. She pauses, looking at me over her shoulder. â€Å"Why do you always ask questions like that?† I slip on my boots and tie up the laces. â€Å"What kinds of questions?† She blots her lips. â€Å"Every time I'm happy, you always ask if I'm drunk or on something. People can be happy without substances.† I clasp a watch around my wrist. â€Å"Most people can, but not all.† Lila clips a diamond earring in. â€Å"You look really nice today.† I glance down at the black and purple dress I have on and the boots on my feet. â€Å"I forgot to do laundry so I had to wear some of my old clothes, which don't match any of my new shoes.† â€Å"Well you look nice.† She gives an elongated pause. â€Å"So what's on the agenda for today?† â€Å"It depends on what you're doing?† I ask. â€Å"Are you†¦ where are you planning on staying?† She shuts off her phone and then discards it onto the bed. â€Å"I'd like to stick around with you for a while, if you don't mind. We could hang out. I don't have anything scheduled for the summer and I'm not going back home.† â€Å"Do you want to tell me what happened?† â€Å"No, not really.† â€Å"Okay†¦ well, I need to find a job,† I say. â€Å"I have to save up for the rest of my tuition since it doesn't look like I'll be getting that internship.† She puts a headband in her hair. â€Å"The one at that art museum.† â€Å"That's the one and it doesn't start until mid-June,† I explain. â€Å"But that's only five weeks away, so I figured they'd have notified me if I got it.† â€Å"You never know. Sometimes things like that move slow.† She folds up a shirt and packs it into her bag, then ties a ribbon on the back of her shirt. â€Å"Although, if you get it that'd mean you'd have to go back to Vegas, right?† Nodding, I head for the door. Two weeks ago the idea of returning to the desert would make me happy, but something's changed. I still want to go, though leaving will be a little bit harder. I collect my phone off the dresser, noting the flashing voicemail on the screen – Micha's unread message. My finger hovers above the button as I step into the hall. He told me I wasn't ready for what was on it? But am I ready for it now? â€Å"I don't know why you think it's so bad here.† Lila follows me. â€Å"Yeah, people are a little rough, but they're not all bad and everywhere has bad stuff. You can't hide from it.† â€Å"That's very insightful.† I close my phone and put it away. â€Å"Bad comes in different forms,† Lila continues. â€Å"Whether it's drug dealers on the corner or if it's corrupt rich people or just your run-of-the-mill douche bag.† I don't know much about Lila, other than she's rich, her dad works as a lawyer and her mom stays home. She likes clothes, is great with numbers and was the only reason I passed pre-calculus. My brother's door is open and he walks out as we're passing by. He has a black and red polo shirt on and a pair of cargo pants. There's some kind of gel in his hair and it looks shiny. â€Å"Hey, have you seen dad?† he asks, giving an acknowledging glance at Lila. I point at the shut door at the end of the hall. â€Å"I thought I heard him come in late last night and go into his room.† â€Å"He did, but he got up this morning.† He leans against the doorframe and crosses his arms. â€Å"I heard him stumbling around in that bathroom and crying all night, but now I can't find him and I didn't hear him leave. His work called the house, saying he didn't show up, so he's not there.† My fists clench so that my nails dig into my palms. â€Å"Did you check in the bathroom?† Dean's eyes travel down the hall to the bathroom door and he shakes his head. â€Å"I haven't and I don't want to.† â€Å"Hi, I'm Lila,† she introduces herself and offers her hand. â€Å"You must be Ella's brother, Dean.† Dean is vaguely amused and shakes her hand. â€Å"Yeah†¦ how do you know Ella?† â€Å"I was her roommate,† she responds, pressing her hand to her chest, faking being offended. â€Å"Didn't she ever mention me?† â€Å"We don't talk that much.† I eye the bathroom door again and my stomach twists. â€Å"We need to find Dad.† â€Å"I'm not looking in that bathroom, Ella, but if you want to, go ahead.† With legs flimsier than wet noodles, I walk down the dark hallway and stop in front of the door, having a flashback of the day my mom died. The door was closed and the house was soundless, except for the running of water. My hands tremble as I open the door. The room is bare, the tub empty, and the tile floor is clean, except for a small stain. There are no towels on the hooks and the mirror on the wall across from me shows my reflection. My auburn hair is curled perfectly in place, my lips are lined with gloss, and my green eyes are immense and reveal everything. â€Å"Dad isn't in here,† I tell him, unable to look away from the mirror. â€Å"Are you sure you didn't hear him leave the house?† â€Å"He could have left and I just didn't hear him,† he answers. â€Å"But when has he ever left the house quietly before?† I quickly slam the bathroom door, like I'm trying to put out a fire, and race back down the hall. â€Å"Someone needs to find him. Did you try and call him?† â€Å"Of course. I'm not a moron.† He rolls his eyes and nods. â€Å"And he didn't answer.† Lila shifts her weight and forces the uncomfortable conversation elsewhere. â€Å"So you play the drums, Dean?† He motions to his drum set in the middle of his small room with dark blue walls. The floor and bed are cluttered with boxes and the curtain is pulled back, letting the sunlight spill in. â€Å"I used to, but I don't much anymore. I have work and a fiance.† â€Å"Fiance?† Lila and I say simultaneously. â€Å"Yeah, as in we're engaged.† Dean rolls his eyes and goes back into his room. â€Å"It's what happens when two people date for a really long time.† â€Å"Why didn't you tell me?† I ask, following him into his room. He picks up a small box and drops it onto the floor. â€Å"Do you really care that I am?† I carefully nudge the box out of the way with my foot. â€Å"You're my brother. Of course I care.† â€Å"But it's not like we've ever really gotten along,† he points out. â€Å"I haven't even talked to you for a year. God, I didn't even know you went to college until a week ago.† He's right, which is sad. I barely know him, he barely knows me, and I'm starting to think I barely know me, too. â€Å"Does Dad know you're engaged?† I ask. â€Å"Were you at least planning on telling him?† â€Å"Even if I told him, he'd just forget the next day.† He empties a dresser drawer into a large open box and then aligns the drawer back into place. â€Å"You know how he is. Christ, I don't even think half the time he knows that you and I don't live here anymore.† â€Å"He still deserves to be told,† I say. â€Å"He's not a bad guy and you know it. He just has problems.† â€Å"Problems that fucked up our childhood.† He kicks a box out of the way with force and it crashes into the wall. â€Å"You do realize that how we grew up wasn't normal. God, even Micha had it easier and his dad bailed out on him, but at least he had a stable mom to take care of him.† â€Å"Umm†¦Ã¢â‚¬  Lila pokes her head in the room. â€Å"I think I'm going to wait outside for you, Ella.† God, I'd forgotten she was even there and she just heard all of that. â€Å"Okay, I'll be down in a second,† I tell her and she leaves readily. I wander around Dean's room, taking in the photos he has up. â€Å"I think we may have just scared her to death.† Dean picks up his drumsticks and places them into a large duffel bag. â€Å"Okay, I have to ask. How did you end up being friends with her?† â€Å"She was my roommate and we just sort of bonded.† I shrug, picking up a photo of Dean and his friends on a sunny beach. It was taken during his Senior Field Trip and he looks happy. â€Å"You bonded,† he accuses. â€Å"The girl looks like a spoiled princess.† I eye his preppy clothes. â€Å"So do you.† â€Å"First off, I'm not a princess and I've earned what I have,† he says. â€Å"It wasn't just handed to me.† â€Å"Maybe she did, too.† â€Å"Did she?† I hate to give him the benefit of being right. â€Å"No, her parents are pretty well off.† He looks at me with that stupid arrogant expression he gets when I admit he's right. â€Å"Well, there you have it then.† â€Å"She's nice,† I protest. â€Å"And she doesn't ask a lot of questions.† â€Å"It may seem like you need to keep things to yourself,† he says, putting a blanket into a box. â€Å"But it's not healthy. You need to find someone you can let it all out to. Otherwise you're going to lose it.† My eyes roam to the window where the edge of Micha's house is visible. â€Å"I think I already did.† Dean's forehead creases as he drops a handful of guitar picks into a trunk. â€Å"Lose it? Or talk to someone about it?† â€Å"Both.† I back toward the door. â€Å"When are you heading back to Chicago?† â€Å"Hopefully by tonight. No offense or anything, but this place brings back way too many unpleasant memories.† â€Å"Try to say good-bye before you leave.† He doesn't respond and I don't wait around for an answer. That was probably the longest conversation that we've ever had and I have a feeling it may be our last for a very long time.

Ethical Issues of Deception in Psychological Research Essay

In psychological studies, ethical issues associated with deception have always the major concern area. It is largely been viewed as something which in long will cause effect on participants’ willingness to be a part of any psychological research. The controversy associated with this issue has itself led to many researches to ascertain the positivity and negativity associated with the use of deception in psychological research. The findings of those researches have been contradictory. Some researcher has indicated that use of deception has a very negative impact on participant’s perception of researchers and hence reduces the possibility of its further participation in the ongoing project as well as any other research in future (Tuffin, 2005) While on the other hand there are evidences that deception has positive effect and participants have reported that they actually enjoyed being deceived and showed positive participation in the researches in which they are being deceived and feel more benefited than those without deception. Hence it becomes more evident that deception has basically no effect on participants and neither reduces nor increases their willingness in taking part in any future researches irrespective of those requiring deception or not (Lefkowitz, 2003). The above mentioned two contradictory preferences related to deception actually gives a picture which shows that the people have no clear meaning of deception and it varies from person to person i.e., they have different interceptions of what it actually means. This reinforces the need for further research and hence underscores the requirement for an expanded investigation to figure out the possible effects of deception in a prospective participant and the psychological study. The beginning of this new research could be initiated through a controlled environment when some of the participants and informed about the use of deception while some are not informed. The final objective is to ascertain the actual impact of deception when both researchers as well the participants have better understanding of deception (O’Donohue, 2003). References: O’Donohue, W. (2003) Handbook of Professional Ethics for Psychology. Sage Publication Ltd.,   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   London. UK Lefkowitz, J (2003) Ethics and values in industrial-organizational Psychology. Lawrence  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Erlbaum Associates, Inc., Mahwas, NJ Tuffin, K (2005) Understanding Critical Social Psychology. Sage Publication Ltd., London. UK

Imperialism, WWI, and Modernism Coursework Example | Topics and Well Written Essays - 750 words

Imperialism, WWI, and Modernism - Coursework Example As such, it was important at that time that the U.S. did not willingly get involved in any types of skirmishes overseas. The attitude toward the individual in the World War I era was the preceding boondoggle that would eventually cast a pall over the country as the Great Depression later set in. Conrad’s story reflects this pessimism. According to Conrad (2006), â€Å"Between us there was, as I have already said somewhere, the bond of the sea. Besides holding our hearts together through long periods of separation, it had the effect of making us tolerant of each other's yarns—and even convictions† (pgh. 4). Conrad mentions that he is â€Å"tolerant,† but not accepting—which is an even higher form of tolerance that moves beyond just allowing someone or something to exist without deference for the person or thing itself. T.S. Eliot’s poem The Love Song of J. Alfred Prufrock takes an even more pessimistic view on life. Obviously he feels the prob lems that come with getting old, and sounds like a whiny elderly man. He talks about how he’s losing his hair, and how he wants to walk upon the beach, eat a peach, and basically do whatever he wants. However, he feels that he is being constrained by the social duties placed upon him in life. According to Eliot (1917), â€Å"I have measured out my life with coffee spoons† (line 51). ... All three of these writers basically make clear that the World War I era was full of people whose personalities were somewhat diluted because of the fact that people were trying to maintain societal images, while all the time inside themselves, people were wanting to act out and do things their own way. The early 20th century was a time when mobility changed from horse and buggy to the car. The new stressors that came with modern life fully affected people, and life began to go at a faster pace, yet still peoples’ minds slowed down as they tried desperately to maintain social order and good social graces in the face of WWI. Imperialism and the development of colonies all over the world by various European countries compounded this depressive attitude. Modernism in literature definitely mimicked this attitude well, as can be seen from the literature surveyed here. Part Two: Does this more depressed view of humanity and the individual continue to the present? Use your own experi ences to help answer this question. (280 words) This more depressed view of humanity continues to haunt us in present-day America. People are very upset with the fact that there are two wars going on overseas and our national budget is at over $10 trillion dollars—not to mention the U.S. owes a lot of that money to China. Americans are depressed because they can’t get jobs. Americans are depressed because our military budget is overreaching other forms of budgeting that would provide assistance to those Americans who are most needy. In my own experience, we live in a very depressing era because—although the world is becoming much more technologically advanced and

Critical Thinking And Decision Making Essay Example | Topics and Well Written Essays - 250 words

Critical Thinking And Decision Making - Essay Example Despite of such individualistic tendencies with leadership, there is always a safeguard that I implement wherein the welfare of the majority is prioritized. As leaders, we should serve the people and uphold their democratic interests and ensure their welfare. I concede to the fact that values change. I do see some problems with this because most leaders say that they have their leadership values that is geared for the common good yet when they have the power already, they have the tendency in most cases to neglect the people and pursue their personal. That change of value is actually detrimental to the public and deters the progression of the country or the constituents on right track. Values and critical thinking are related. The manner of thinking is the most crucial element in decision making. If the person loses his capacity to think critically and objectively, there is a strong that his leadership will fail and people will question his

Article Critique - Violence Essay Example | Topics and Well Written Essays - 750 words

Article Critique - Violence - Essay Example In general and in great detail, the literature review of the research study â€Å"The Associations Between Community Violence, Television Violence, Intimate Partner Violence, Parent-Child Aggression, and Aggression in Sibling Relationships of a Sample of Preschoolers† presents the prevailing studies and information concerning sibling aggression and the potential factors that are paving the way for its realization. The literature review provides significant information and potential gaps that will help enhance the actual research problem that the research study wanted to generate. The literature review presents the concept that in the high level of aggression between siblings, there is potential association with significant short-and-long-term effects. For this reason, the proponents were able to include relevant points concerning Intimate Partner Violence and sibling aggression, parent-child aggression and sibling aggression, community violence and sibling aggression, exposure to violence in the media and sibling aggression, and complex violence exposure. Therefore, the proponents want to identify if children’s exposure to these varying types of violence may have substantial impact on their actual aggressive behavior (Miller et al. 165). This is the study’s relevant statement of the problem as the potential remark that calls for the need to do the necessary study in order to provide a potential response to what may be lacking in the prevailing literature or studies so far. The focus therefore of this study is to contribute to the growing body of knowledge linked to violence by which there is a potential link to childhood’s aggressive behavior.... In other words, understanding this information will eventually pave the way on how to control the crime and delinquent behaviors the soonest possible. The ultimate point of this in the end is a substantial reduction of crimes and actual manifestations of delinquent behaviors. Second, the study will provide a remarkable empirical evidence to support the claim that one’s external context of the environment has important contribution to the creation of crimes, violence and other related delinquent behaviors. Finally, this study will provide the opportunity for the community to understand more about violence and other essential points that have substantial link to its inception at the early stage. In other words, if proven that children and their aggressive behaviors are influenced by other forms of violence, then the community will be able to emancipate significant actions that will lead to social organization and eradication of crimes or other potential delinquent behaviors. Qua litative data are obtained from the respondents and they can be both nominal and ordinal data. These are data that are not necessarily numbers, and the basic example might involve responses like ‘moderate’ and ‘severe’ just as what exactly employed in the research study. There are also some quantitative data obtained from the respondents when mothers were asked about the time range of TV watching of their children. In other words, the research study used a combination of qualitative and quantitative data that at the most specific category can be identified as belonging to either nominal, ordinal, ratio or interval type of data. These data are

Critically assess how e-business technilogies have altered the nature Essay

Critically assess how e-business technilogies have altered the nature of competition within Lloyds TSB - Essay Example Bynolfsson notes that e- Business as it is commonly referred to involve getting services through the electronic medium as well as offering these services through the internet (Bynjolfsson 2000). As a matter of facts, technological advancements often come with both the negative as well as the positive impacts upon its adoption in a business environment. All the same technological applications in e-commerce boosts the ways businesses operate as the work is done more faster using machines than when using human resources making the businesses more competitive in service production . On the other hand machines have ben a draw back to the competitiveness of some companies since they need to keep training their employees on how to use the new technologies which is equally very expensive. Besides machines are prone to making faults and downplays due to mechanical and technological hitches in the curse of their operations, these problems cannot be accounted for by the machines making these bu sinesses to make great losses rendering them less competitive in the business market. Lloyds TSB is a famous insurance firm in Britain formed by the act of parliament in conjunction with the Lloyds’ act in 1871 to oversee the provision of insurance services to the people of the United Kingdom. With the dawn of computers and the introduction of the electronic business, the firm was among the many in Britain to automate their services though online services where their customers would be able to access their services online in an electronic medium. Impact on pricing and profits (P 5 F's) To begin with, the automation of the services provided at the Llyod’s TSB Company has obviously expanded their customer base, one of the very dire needs of all the business companies all over the world which are concerned with profit making. This is because many people are now able to access their services right from their homes and offices or just from wherever they are on earth. Accord ing to Chen the expansion of the customers base is very helpful to the company s it is able to make tremendous profits from this (Chen, 2002). I do not in any way want to dispute this positive influence of technology into the operations of this company but the fact still remains unaltered in that the exposition of the company’s business operations in the world domain with aim to attract more customers and make her services easily accessible to their esteemed customers has as well exposed their business, operations and secrets to the outside world and believe me or not, there are certain repercussions for this. Hackers are able to penetrate and have access to the secrets of the company and use these secrets to mar the operations of the company as far as their provision of services is concerned (Battalio, greene, Hatch and Jennings, 2002). Adams and Yellen asserts that technology has also brought with it various ills with people always trying to illegally access the financial a ccounts of various organizations and use this information achieve their own hideous missions to the detriment of the company (Adams and Yellen, 1976). Online operations therefore in as much as they are beneficial to the company as they expand their network of operation they also expose these companies to external threats from virtually all angles. In order to minimize these illegal accesses therefore the company has to invest so much on the development of their online security measures in order to combat and thwart these illegal

Dimensions of organisation structure & Technology Research Paper

Dimensions of organisation structure & Technology - Research Paper Example Nonetheless, Toyota experiences considerable difficulties with delegating its power to national plant branch representatives and managers. As a result, the effectiveness of change management and organizational processes within Toyota has little to do with technologies per se but implies the need to restructure the company’s organizational culture and values from the bottom. Toyota Motor Corporation is rightly considered as a gold standard of the automotive industry and a role model for other car manufacturers to follow (Bauer & Erdogan 2009). Organizational structure is believed to be one of the key factors of Toyota’s sustained commercial success. Even as its competitors were losing billions because of the recession, Toyota still managed to retain its position of a leader in the global car making industry. Recent advances in technologies contribute to Toyota’s organizational achievements and success. The organizational structure of Toyota is that of innovation, technologies, and change (Leonard 1997). With an emphasis made on just-in-time manufacturing, teamwork, and complex enterprise architectures, Toyota relies â€Å"on a series of interrelated and internally consistent choices that reflect the priorities and trade-offs in its competitive situation and strategy† (Hayes & Pisano 1994, p.18). Technologies predetermine the organiz ational structure and development pathways in Toyota; nonetheless, they do not secure the company from organizational and structural failures. That technologies are at the heart of the company’s organizational structure cannot be denied. Everything within the Toyota Corporation is built on the principles of just-in-time production (JIT). The latter is closely aligned with complex information systems and, simultaneously, guarantees that all elements of the company’s organizational structure operate to deliver raw materials and supplies at the time they are needed and used (Bauer & Erdogan 2009). JIT

Children Education Psychology Essay Example | Topics and Well Written Essays - 2500 words

Children Education Psychology - Essay Example Different psychological principles that support the above concept will also be illustrated. This is meant to confirm that psychological principles can improve the quality of early childhood education. Other tactics that can boost the impact of application of psychological knowledge to deal with difficult children will also be recommended in the paper. They include staying in contact with the children’s parents, and applying proximity to control negative behaviours among others. Table of Contents Abstract 2 Table of Contents 3 Psychology and Education 4 Development 5 Child Development Theories 6 Adaptability and Sociability 12 This can be ensured through incorporation of learning methods that allows flexibility among learners. For instance, the teacher should apply methods that exemplify concepts in the easiest way possible. 12 Motivation 12 Recommendations 14 How can an understanding of psychology assist teachers in their everyday management of difficult children in the classr oom? Discuss specific psychological theories and research in your answer. Childhood Education Psychology Childhood education normally focuses on children education through play during preschool age to the actual learning in schools (Ailwood, 2003:291). ... The achievement of this quality is dependent on the understanding of how children learn and develop by education practitioners. Learning encompasses dealing with both responsive and unresponsive children. It is the responsibility of the teacher to study and classify these children depending on their behavioural tendencies and formulate ways of teaching them fairly without discrimination. This approach requires dealing with difficult children to amend their behaviour. Psychological knowledge is thus eminent in dealing with difficult children. Psychology and Education Children construct knowledge through learning and utilize it to adopt new skills. They learn efficiently when the basic necessities are provided and the environment is safe. Most of the early childhood learners acquire knowledge through their own activities and develop while acquiring more information from social interactions with adults and other children. Their speed is dependent on their interest towards an object or t heir urge to know. Application of psychology on childhood education is centred on cognition and affect aspects. Cognition is related to skills and processes such as thinking while affect describes emotional attributes of children such as attitudes and feelings. All these factors come into play when dealing with difficult children. Therefore, it is eminent for teachers to understand, identify and solve these aspects when catering for the welfare of difficult children. Although some behavioural traits children exhibits are genetic, failure to provide them with adequate environment for learning makes then difficult. Children should be provided with secure attachment and emotional comfort, feeling of

Mongol Brutality Essay Example for Free

Mongol Brutality Essay Although the Christian and Muslim warriors were of extreme cruelty, the Mongols brutality and carelessness was far greater because of their battle tactics, physiological warfare, and weaponry. These ‘barbarians’ captured a surplus amount of land in a stunning amount of time with questionable war tactics. Despite the brutality of the Mongols, Christian and Muslin warriors began to become more and more merciless. All three of these groups of warriors prove to be dangerous and cruel, but the Mongols seem to have the perfect mix of terror and destruction to make them the most brutal. The Mongols warfare tactics, although quite cruel, proved effective. When the Mongols wanted a village or town to expand their empire, they attacked with full force. The devastating thing about these attacks though, was the ‘no mercy’ kind of mindset they showed. These warriors were known to kill everything to get what they wanted, men, women, and children alike. The Muslim and Christian warriors were thought to have slaughtered whole towns before, but unlike the Mongols, it was not a tactic they were known for. The Mongol people were feared everywhere they went as word spread about these ruthless attacks. The fear these warriors inflicted on some people was enough to surrender attacks and turn over cities before a battle even began. Although whenever the Muslim or Christian warriors approached a battle, it was fought. This proves just how cruel yet skilled these Mongol warriors must have been. However, in most cases, just surrendering seemed to be the better idea, because in the case you didn’t, your city may have been looted and burned with all your people slaughtered. The Mongols success and expansion is largely due not only to their war tactics but also to their advanced weaponry. The Mongols were expert horsemen and masters of the bow and arrow, therefore adding to their success. These warriors used special ‘long bowsâ€℠¢ to have more powerful and precise a weapon; they also used horses to charge into villages and slaughter those inside. Worst of all, the Mongols were thought to have catapulted dead bodies infected with the plague over city walls to kill all of the residents through biological warfare. The Christian and Muslim warriors, although with good weapons, could not match the expertise, power, and experience the Mongols had with their weapons. Their weaponry was simply more advanced and powerful adding to the brutality of these cruel Mongols. The Mongols were extremely powerful warriors, with disturbingly merciless attacks. These warriors’ slaughtered entire towns,  looted cities, and then burned them to the ground. The Christian and Muslim ways of warfare could in some aspects be similar to that of the Mongols, but not nearly to the extent of the Mongols. These warriors who made cities surrender before an attack even began and who had advanced weaponry matched with expert and experienced weapon holders were practically unstoppable. These cruel slaughtering’s, feared attacks, and powerful weap ons used with no mercy outweigh any opposition in the argument of why the Mongols were more brutal than Christian and Muslim warriors.

A Review On The War Prayer

A Review On The War Prayer Mark Twain, also known as Samuel Clemens, is the author of the War Prayer. The War Prayer is about a small town that prays for the victory of their soldiers against their enemies. A messenger from God comes to reveal to the town how selfish and brutal they are in the fervor of their wishes. He explains to them that the same prayer that their soldiers will crush the foe, although denoting victory for them, is wishing for violent and bloody deaths for those on the opposing side. By saying that you survived a tragedy where many other lives were lost because God saved you, is not only a selfish thought (because, you know, God loves you more than everyone else) but also does suggest that everyone else who did die were unworthy of Gods redemption. I believe that many people do pray the same as the congregation without realizing how their prayers, if answered, would harshly affect others. In this manner, I believe that The War Prayer is a very educational story. 2. According to Thomas Merton who are the sane ones and what do they do-compare them to the insane ones? The sane ones are the polite society. They are those who run world with a smile and a Blackberry. They are the à ¢Ã¢â€š ¬Ã‚ ¦well-adapted ones, who can without qualms and without nausea aim the missiles and press the buttonsà ¢Ã¢â€š ¬Ã‚ ¦(Pfohl pg.1) They protect us from the crazies. The sane ones are the high school football team/cheerleading squad assholes that would treat a homosexual the same as a rapist, because, in their minds, they are one in the same. They are most likely white and male. The sane ones, according to Thomas Merton, are the dangerous ones, for they will destruct us all with their cool calculations. The insane ones are those who fight and object to the sane ones. They are labeled insane because they are the losers, the 2nd to the sane, so they must be insane (as thought of by the sane ones). 3. According to the author of the text, the story of deviance and social control is a battle story: Winners get to dictate the terms and decide what groups or individuals are deviant and the losers are seen how? Explain and analyze, please. Stephen Pfohl, the author of our text, believes that the story of society is very much a battle story in which to win the battle is to lay claim to the behaviors and thoughts of all of society. The winners are allowed to deem what is normal, acceptable, and good. The losers ARE what is strange, repulsive, and all around, bad. The losers are caught up in the wake and whirlpool of oppressive social mores left behind by the winners. Winners exist because losers exist, and vice versa, Deviants are only one part of the story of deviance and social control. Deviants never exist except in relation to those who attempt to control them. Deviants exist only in opposition to those whom they threaten and those who have enough power to control against such threats (Pfohl pg. 3). The losers are seen as deviants, quite simply. 4. Deviants only exist in relationship to the people who create them. Explain and analyze this statement, please. Many view the people who contradict them or their beliefs in lifestyle as deviant. It is who they fear that they call deviant to their way of life. It is explained best in our textbook, Deviants exist only in opposition to those whom they threaten and those who have enough power to control against such threats (Pfohl pg. 3). An example of this ignorant kind of fear is the manner in which many political conservatives talk about President Obama. They view him as deviant because he threatens them. He is not who should be in charge because he is black and liberal, and wealthy and powerful enough to enforce his opinions and beliefs. In other words, he is different than the array of old, white presidents that came before him. They are frightened by what they do not know or understand so they classify him as deviant. I believe that this sentence is stating that those who you deem as deviant are probably only relevant or personal to you or your culture. In this way, choosing your deviants and demons is very much like choosing someone to befriend. 5. Do people categorized as deviants really behave in a more dangerous fashion than others? Give at least three examples of where this is not the case. No. Take for instance, homosexuals. They are but humans with a different sexual preference and although that does frighten some (I would attest that they are frightened because they have a scary stirring in their pants for an individual of the same sex) they are no more likely to behave dangerously than heterosexuals, in some cases, less. Homosexuals rarely, if ever, participate in hate crimes whereas heterosexuals (or those that claim as such) have been harming and murdering homosexuals for centuries, just because they love, intimately, someone of the same sex. It is said best in our text, à ¢Ã¢â€š ¬Ã‚ ¦ large numbers of men whose sin involved nothing but the sharing of sexual intimacies with other men were also tortured and burnt at the stake (Pfohl pg. 38). Although many do attack feminists (especially female feminists) because they are seen as mistresses of Satan sent to destroy the nuclear family, they are, simply, women who have tried/been trying/are trying to improve the lives of women, everywhere. The religious community has persecuted women for centuries, including pagan natural healers because they were different and intelligent in mystical, yet natural, realms that they did not understand. Even now, à ¢Ã¢â€š ¬Ã‚ ¦they remain committed to restricting a womans right to make private choices concerning pregnancy and abortion (Pfohl pg.41). Feminist beliefs are empowering and liberating and while that does frighten some, they generally improve life for many PEOPLE, not just women, around the world. They are not crazy, hair-lipped, lesbians running around hacking babies to death, generally (although the GOP might see them as such.) They behave in no more violent behavior then do the non-feminist, although I would argue that the non-f eminist is much more dangerous in their beliefs. While we typically like to label drug users as deviant, because they are the nasty, violent inhabitants of a ghetto or dirty hippies, we are all drug users. There are drugs in the simplest over the counter creams and a high amount of caffeine in our coca-cola. A grown adult who smokes marijuana in the privacy of their home is much less dangerous than the cigarette smoker in a restaurant, for the secondhand smoke is dangerous to the innocent bystanders around them. We cannot condemn one type of smoker without condemning them all, but yet we dont condemn cigarette smokers because there is serious bank to be made. We cannot label all drug users as dangerous when we are all drug users. It is violent people who are violent. People are not violent due to race, sex, age, acne cream, or the occasional recreational use of pot. 6. What is the power-reflexive approach? The power-reflexive approach suggests that humans naturally frame their life experiences where some things are singled out and exaggerated while others are excluded or demonized. The text relates the power-reflexive approach as, à ¢Ã¢â€š ¬Ã‚ ¦a critical approach to deviance, rooted in the recognition that every act of naming, theorizing, or translating lived experience into language isà ¢Ã¢â€š ¬Ã‚ ¦an act of exclusion, displacement, or sacrifice (Pfohl pg. 7). 7. If your right eye leads you astray, pluck it out and throw it away; it is better for you to lose one of your members than that your whole body should be thrown on to the rubbish-heap. Matthew 5:29 Discuss this quote; analyze and interpret. Simply, it is far better for you to lose one small thing, such as maiming your body, than to condemn your whole-self to temptation and Hell. To prevent going to Hell it is better than you take upon yourself, with conviction, to cut off the troublesome body part. An example, if you yearn to touch a hooker, it is far better that you cut off your hand than to touch that hooker. By cutting off your hand you can never touch a hooker and therefore you have secured your place in Heaven. The quote tells you to eliminate the evil, the temptation, by cutting off the hand. However, the temptation doesnt go away just because you cut your hand off (this is where Matthew 5:29 is refuted, in my opinion). 8. What is the ritual of a thousand deaths? What is the purpose of this punishment? Why break the long bones in the body? The ritual of a thousand deaths is symbolic and tortuous public execution. It was believed that the act of a long and painful execution would purify the body and the community of demonic possession. The ritual was sanctioned by religious officials. The ritual was used to cleanse and protect the town against evil/demonic spirits. The ritual of a thousand deaths, à ¢Ã¢â€š ¬Ã‚ ¦involved the application of purifying pain inch by inch to the demonically infested body with death but the last step in the restoration of supernatural order (Pfohl pg. 30). The long bones in the body of the sinner were broken to purge the body of the evil spirits. This form of execution could include the peeling away of skin with hot pincers, the application of boiling liquid, the pulling and dragging (four-quartering) with horses, and the breaking on the wheel. 9. What is the difference in the way that an acephalous community handles perceived acts of deviance compared to societies with centralized control hierarchies, what are the disadvantages/ advantages of the acephalous community and what are the disadvantages/advantages of the society with centralized control? Acephalous communities handle acts of deviance with negotiation and reconciliation. There is no true leader to organize and set rules and laws. Power is equally spread among the members of the community. The community is more interested in settling the conflict, à ¢Ã¢â€š ¬Ã‚ ¦rather than exorcising trouble out of particular individuals (Pfohl pg. 33). A big advantage was that the communities usually get along very well. A huge disadvantage to achephalous communities, as we saw in the Taboo video, is that people can still be charged of witchcraft and found guilty by a chicken. The people in the achephalous community in the video relied on supernatural means to condemn and expel a woman from her community, all that she had ever known, to live in a community with other accused witches. The main difference between the acehalous communities and the community/centralized control was that the latter believed in purging the wrongdoer of their sin in public. This was not about reconciliation but about punishment. Communities with centralized control have the death penalty as opposed to negotiation and reconciliation. An advantage of this form was that embarrassment was used a deterrent towards sinful behavior because the punishments were inflicted in front of the whole community and this may have deterred crime. A huge disadvantage to this form was that the poor were often times more victimized than the rich. 10. What is trial by ordeal; give an example? In relationship to living within an acephalous community how does this customary observance help to ameliorate conflict? In some regions of the world trial by ordeal was/is used to detect the guilty person through supernatural means. Trial by ordeal is trial by pain. The text best explains, Trial by ordeal quite frankly meant trial by torture. Such trials were presided over by priests or other ordained representatives of the divineà ¢Ã¢â€š ¬Ã‚ ¦(Pfohl pg. 25). The accused person would be subjected to a painful test of their innocence wherein God would confirm that the accused was guilty or innocent. The thought was that if a person was subjected to the pain but felt no pain, then God was protecting them and they were innocent. However the guilty would feel the harsh pain and cry out their confessions immediately. An example of a trial by ordeal is in a Kabre tribe. The ritual they use for their trial by ordeal is to have the accused and the accuser to stick their hands into a boiling pot of oil to retrieve an iron ring. Whoever retrieved the ring unscathed was telling the truth and God was showing it to be true After watching the Taboo video in class, I believe that it ameliorates conflict because the matter was settled and the problem was solved. Acephalous communities used trial by ordeal to reconcile their communities. There was no need to continue in harsh words and accusations. Trials by ordeal helped to reconcile the accuser and accused and also helped reconcile the guilty and God. 11. What group of people was more likely to be persecuted as witches from the 15th to the 18th century? Why? Who was Lilith and from where did she come? What message does this convey to society about the way that women are supposed to behave? Women, especially unmarried women (lesbians, spinsters, and widows) and peasant women who were natural healers, were much more likely to be targeted in witch hunts. Women were targeted because of the edict à ¢Ã¢â€š ¬Ã‚ ¦In the third chapter of Genesis, the first book of the Bible, it is written that the Lord said to Eve, Let your urge be for your husband, and he shall rule over you (Pfohl pgs. 37-38). These women were hunted and feared à ¢Ã¢â€š ¬Ã‚ ¦because they lived outside heterosexual hierarchies and the logical imperatives of patriarchal social control (Pfohl pg.38). Ancient biblical texts and the Midrash, a way of understanding Biblical stories, seem to imply that at one time Hebrews believed that a woman was created before Eve and her name was Lilith. Lilith was bore the same and equal to Adam. She was very strong in her convictions and constantly fought with Adam. Lilith also refused to lie beneath Adam because to do so would degrade her. When Lilith realized that Adam would attempt to oppress and possess her, she left him to live in a cave on the coast of the Red Sea. After she left Adam, Lilith became, well, a harlot (shocking!). She began to associate with demons. Lilith became the picture of a woman given sexual freedom and possession of her own thought and free will and this was a dangerous picture. This picture served as a message to society that women should strive against this idea of Lilith, of powerful womanhood. Women were to be pliable and submissive figures and to lie underneath their husbands when they demand it. (In other words, she was a powerful feminist. A very intriguing Biblical personality and Im truly sorry that this is the first time Ive ever heard of her.) 12. What is the origin of the word faggot? Is there a link between the group targeted in question and those targeted in this question? Talk about the nature of an orderly sky God and the supposed chaos of the impurities of womens bodies: How has this phenomena manifested itself in relationship to the roles that men and women are expected to fulfill in society historically-the present? The disgusting word faggot originates from the time of witch burnings. Homosexual men were bound together to form as the wood or kindling that would ignite the stake at which the witch was to burned. Charges of witchcraft and homosexuality were often bought together because of their defiance of a heterosexist existence. Early Christian, really, all Christian belief, sanctions the idea of a powerful, commanding, orderly sky God versus the impurity of womens bodies due to the fact that the creation of the universe was to be held at a supernatural level instead of the natural origins that the pagans believed. The pagans believed that life was birthed from the earth-womb of the Mother. In some cultures the Mother was in serpent form and that is, perhaps, why much of the evil in the Bible is pictured in serpent form. It was in early Christian and Hebrew belief that women were naturally pre-dispositioned and susceptible to evil (see Lilith see, also, Eve). It was also written in Genesis (and mentioned above) that man was given dominion over women. This base idea of a mans actions and worth to be greater than womans is an idea that has lasted centuries. Men were to create and women to bear the consequence. The preference of a male God over a Mother Goddess has found itself in that women were forever after treated as second class citizens. The existence of stereotyped gender roles is still very prevalent. As the ERA (Equal Rights Amendment) has never been passed, it is clear that women are still not on equal basis with men. 13. What is Liberation Theology? Relate to Marxism and the social gospel. Liberation Theology is a form of Christian belief that understands and strongly emphasizes the teachings of Jesus Christ as cause to liberate ones self from unfair political, social, and economic oppression to strive for salvation. It was developed and is practiced by South American Roman Catholics. It can be related to Marxism in that Marxism also includes an idea that class struggle is needed to create and inspire change. The social gospel is relatable to Liberation Theology in that it is Christian thought/policy that also deals with struggles with social justice and inequality. 14. Today we consider ourselves to be the bastions of secular society based on reason and rational behavior, but the demonic understanding and explanation for the existence of evil is still with us; give modern day examples and try to explain why this appeal to the supernatural still exists within our society. I think that many people use religion to justify supernatural events because they dont know how else to explain things away. I find, in this section of America, at least, that the appeal to the supernatural is most zealous and prevalent in conservative Christian beliefs. More specifically, negative Christian beliefs. We all know that out of heterosexism and homophobia (which they blamed on Christianity), many people believed that HIV/AIDS was Gods punishment for homosexuals. I feel that people believed that because they were afraid of what they didnt understand and using this hateful supernatural explanation for a horrifying disease made them feel safe. It separated the sinners from the saved, in their minds. I feel as though that this bit of an appeal to the supernatural justified their hate for those who exhibited a different lifestyle from their own. Justification for punishment springs to mind. Along with this religious take on the supernatural comes the belief that the Devil can seduce, tempt, and persuade humans. I feel that many people use this explanation because they cannot accept the bad things theyve done so they must blame it on an outside source, and lets be honest; no one is easier to blame than Satan. Humans also like to explain the bad things in the world on Satan, i.e. natural disasters, murder, and, well, homosexuality. Throughout history it has always been easier for humans to explain cataclysmic events and unusual dealings on the Gods. Although humans believe that we are now well advanced, I believe that blaming AIDS on Gods anger and alcoholism on Satan is no different than blaming Pandora, her box (double meaning?), and her curiosity for the evils of the world. 15. What is the Protestant Reformation and the Copernican Revolution? What does that mean for the demonic perspective? Compare the world view of an individual who lives in a society that espouses a Heliocentric solar system world view and the individual who lives in a society that espouses a Geocentric world view. The Protestant Reformation was the movement led by Martin Luther to reform the Roman Catholic Church and ended up creating the Protestant branch of the Christian church. A focus of the Reformation was that the scripture is and was the sole authority over all human beings. The Copernican Revolution was the time of scientific and astronomical reformation in which people were learning that the universe was Heliocentric rather than Geocentric. The Copernican Revolution was the turning point towards post-traditional thought and belief. I feel that the Protestant Reformation supported the demonic perspective in that if everything in the Bible is true (and youre damn well supposed to believe it) then the supernatural and evil really do exist. The Copernican Revolution, in my mind, debunks demonic perspective in that it pushes scientific thought and explanations as opposed to the supernatural. Those who live and breathe a Geocentric world view most likely hold a demonic understanding of the world as opposed to those of a Heliocentric world view. This is likely because the Heliocentric world view defies the Bibles creation story (in the Bible, the Sun orbits the Earth; the Heliocentric world view is opposite). Also, the Heliocentric world view is a view of modernity while the Geocentric world view tends to support and hold Christian and other traditional beliefs. Extra Credit: What is the nom de plume (pen name) of the author of the War Prayer? Who is the author? Samuel Clemenss pen name was Mark Twain. What is the etymology of the word pagan? Pagan comes from the Latin word paganus which meant rustic, villager, or citizen. Work Citied: Pfohl, Stephen. Images of Deviance and Social Control : a sociological history. 2nd ed. 1985. N.p.: McGraw-Hill, 1994. Print.

The History of American Home Products :: American Home Products Corporation Essays

The History of American Home Products   Ã‚  Ã‚  Ã‚  Ã‚  American Home Products Corporation (AHP) was founded in 1926 and has a history of continuous acquisitions of smaller companies that made proprietary medicines. In 1931, AHP purchased John Wyeth & Brother, Inc. from Harvard University. Another important acquisition was that of Canada’s Ayerst Laboratories in 1943. Ayerst was a large pharmaceutical company that had introduced Premarin, the world’s first conjugated estrogen product, and now the most widely prescribed product in the United States (ahp.com). In March of 1982, Sherwood Medical was acquired, enabling AHP to capture a share of the developing medical devices market. In 1984, Whitehall, an original member of AHP, started to market ibuprofen in the United States that was sold under the trademark Advil.   Ã‚  Ã‚  Ã‚  Ã‚  Lawyer John Stafford became CEO in 1986 and soon after he supervised the acquisition of Bristol-Meyer’s animal health division and assimilated the new business into Fort Dodge, now Fort Dodge Animal Health. In 1989, AHP bought A.H. Robins along with its popular consumer products, including Chap Stick, Dimetapp, and Robitussin. AHP and American Cyanamid merged in 1994 in a deal valued at $9.6 billion. AHP introduced many new products in 1996, including Redux and Pondimin (Phen-Phen), two weight-reduction drugs. These drugs were later pulled from the market because of links to serious health problems and lawsuits soon followed. When 1998 mega-merger plans with SmithKline Beecham and Monsanto collapsed, AHP settled for the acquisition of New Jersey based Solgar Vitamin and Herb Company for $425 million. It’s clear to see that AHP’s history is comprised of acquisitions in the desire to be the ultimate leader of the pharmaceutical industry. Marketing   Ã‚  Ã‚  Ã‚  Ã‚  American Home Products has a suprisingly vast array of products. From women’s health care products to agricultural goods to animal health care products, AHP covers a variety of pharmaceutical needs.   Ã‚  Ã‚  Ã‚  Ã‚  Wyeth-Ayerst’s research, products, and educational initiatives benefit millions of women. Premarin, the most widely prescribed medication in the United States, is a post-menopausal product that gained AHP notoriety when it was introduced in 1996. Wyeth-Ayerst also introduced Alesse in 1997, a low-dose oral contraceptive formulation that has become very popular in the birth control field.   Ã‚  Ã‚  Ã‚  Ã‚  Wyeth-Ayerst also focused its research on cardiovascular therapies and mental health products. Its cardiovascular research concentrates on medication for diseases such as arrhythmia and hypertension. Their anti-arrhythmia franchise leads the U.S. market, reflecting Wyeth-Ayerst’s and AHP’s recognition of life-threatening ventricular arrhythmia (Tardiff 114).

Media Violence Against Women Essay -- Argumentative Persuasive Topics

Media Violence Against Women      Ã‚  Ã‚   In the United States, as well as throughout the majority of the world, people are bombarded with information on a daily basis.   The majority of the information that it seen or heard is a direct result of someone   aiming the information at the masses.   Whether it is a company that would like us to buy it's product, or a newspaper that would have us believe a certain "fact" that they are reporting, someone has decided how the information will be presented.   This notion brings me to the issue of how our society perpetuates violence against women through the use of the media and television shows.   I would argue that, because we are socialized on a daily basis to believe certain ideas, this same process contributes to the violence aimed toward women.   This encompasses the concept that impressionable young men may remain unaware of the impact of this violence by the omission of certain facts from news articles.   It is also important to   see how the medi a contributes to the way in which the abused women see their role in the "creation" of this violence.   Furthermore, I would reason that these media outlets create a certain type of apathy in our society that has caused many people to either blame the victim, or just turn their heads and consider domestic violence a "family" problem, thus ignoring the legal ramifications altogether. This area must be understood in order to determine how the distortion of the ideas that are being expressed, through the use of television and magazines, are directly related to the societal values being represented.      Ã‚  Ã‚   The first issue that I would like to analyze is how we as a society encourage violence against women.   Images flow into our homes everyday th... ...ved from our own lives.   Only then can we decided whether these portrayals are in fact the truth, or just more rhetoric being feed to us from the patriarchal view point of modern media outlets.       Works Cited       Berns, Nancy.   "My Problem and -How I Solved it: Domestic Violence in Women's Magazines". Sociology   Ã‚  Ã‚  Ã‚  Ã‚   Quarterly. 40 (Winter 1999) : 85-109 Carmody, Dianne Cyr.   Entertaining Violence. New York 1998. "Mixed Messages: Images of Domestic Violence   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   on "Reality " Television.  Ã‚   Ed. Mark Fishman and Gray Cavander.   Aldine De Gruyter Lemmey, Dorothy.   "Collective Silence for Collective Violence".   <1999 http//www.Feminista.com/   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   v1n12/lemmey.html : 1-6> Roland, John.   "Additional Amendments to the Constitution". <http://www.constitution.org/cons/afterten.htm>         

The Nuclear Family is No Longer the Norm in Modern Britain :: Sociology

In this essay, I am going to be talking about nuclear families not being the norm anymore. A nuclear family is a family that consists of the mother, father and the child/children. A heterosexual relationship between the mother and father, which would be based on love and compassion. The mother’s role includes cooking for the family and looking after the children. The father’s role includes providing for the family and acting as a role model towards the children. The children are offspring of both the mother and the father. Years ago, nuclear families were the norm in Britain. It was required that the relationship between a couple should be armoured by marriage. Although this point isn’t really believed anymore, some people still follow it-e.g. -Christians believe that couples should get married before they have any sort of sexually relationship, or even children. If your family wasn’t nuclear, you were considered as different to the society. You would even be treated differently. Not having a nuclear family would be a single mother with children, or a single father with children (though in some cases the adult could be a widow/widower). Another way of not being a nuclear family would even be being single/not married! In those days they used the word spinster for single women. (The word is not really used today, as it can be offensive to single women, although some cultures still choose to use it.) Nowadays, nuclear families are NOT the norm AT ALL. In fact, there are so many different types of families. There are single parent families, adopted families (where the child/children has been adopted), foster families (where the child/children has been fostered), gay and lesbian families, reconstituted (otherwise known as stepfamilies) and many many more. Personally, I think that the reason why nuclear families are no longer the norm in modern Britain is because of the different ways of life people have and the different views to life that people have. For example, single people could decide to have a child and not

Coffee Shops Essay

~Learning Issues~ 1. To describe consumers’ decision making in different market segments when they choose retailers of coffee using CDP. 2. To identify additional research that should be conducted to validate assumption about consumer decisions at each stage of the CDP model. 3. To learn how to organize marketing program should be provide for our customers after recognize their decision making process. 4. To see the impact of brand positioning to the consumers decision making. 5. To recommend marketing strategy after learn about consumers decision making process. 1. 0 Summary 2. 0Problem Identification Figure 1: Crimson Cup market segments As a wholesaler of coffee and tea and a provider of marketing programs to independent coffee shops and retailers, CrimsonCup has experienced growth over the past decade and is within range of becoming the nation’s second- or third-largest alternative to Starbucks. Figure 1 show about the segmentation of the Crimson Customers which divided into primary customers and ultimate customers. Primary customers are the independent coffee shops, grocery and restaurant. However the ultimate customers are divided into two groups; first is the consumers that buy the coffee from the primary customers and brewing at home; second is the consumers go to the coffee shops to drink coffee. The important of understanding of the ultimate customers are very important because the demand of the primary customers comes from the demand of ultimate customers as consumers. This company branding mission has focused on creating the independent retailer as the brand, rather than the product supplier. The CrimsonCup brand is featured on packaged coffee sold by retailers for office or home consumption, on mugs and cups provided to retailers and in some other promotional materials, and the firm is now considering the issue of weather it should be more aggressive in its promotion of the CrimsonCup or Coffee for Independent Thinkers brands as well as how best to develop its strategy of helping the independent coffee shops it serves. In understanding of the consumers’ wants and need, they search for many information and from the case, there is one consumer research already give some result about coffee consumption that made the university students or people that closely related to the university environment as focus group. The information get from this research need some additional approval from others finding to made their assumption about the behavior of the consumers to the Crimson Cup product or information related to the coffee consumption will be more meaningful to understand the attitudes of the consumers. By using the consumer decision making model, we are trying to analyze the consumer behavior in consuming coffee and make our recommendations about what strategy should be focus by this company and to suggest some alternatives to solve their problems and to get more opportunities in this industry. 3. 0Analysis We are using the consumers’ decision making model to analyze the consumer behavior of this company. 3. 1Market Segmentation Evaluation The differences of consumers in making decision will make them divided into difference segments in the market. Before we continue to discuss about the consumer decision making process that shows in figure 2, we underline first the environmental influences and individual differences because this two elements in the CDP’s model will be important to most of part in the consumer decision making process. Environmental Influences We found that the environmental influences for this product are culture, family and situation: 1. Culture: The customer segments in this case change over the past year. The American coffee culture brought on by an insurgence of gourmet coffee retailers and than evolved to a point where â€Å"getting a coffee, going out for coffee, is our little space in the workday to call our own†. The evolution of the culture show that how important of coffee in the American culture and they consume it anytime that more than just take the coffee in their breakfast early in the morning. 2. Family: From the research, one of important factors that influence purchasing decision is recommendation from family or friends. 3. Situation: The consumption of coffee in this market segments can also influence by occasion factor means when the whether at that time in winter, they will take more coffee rather than during summer. Figure 2: Consumer Decision Process Model Individual Differences 1. Consumer resources will make individual influences because the consumers in this case have different resources especially time, students or people that working in the university will have limited time to spend for searching location for the coffee shops. They will choose the nearer shops to take a little break to make them fresh. For the money resources, they are not constraint of it because from the research price is at sixth factor that encourage them to buy the coffee and seventh factors that discouraged them to not take it. We can predict that, the consumers in this coffee drink market are not price sensitive because of enough money resources. 2. Attitudes: The beliefs and feeling that more on quality and convenience place when they consume the coffee will make differences to their individual factors. Percent Beliefs and feeling 1. 58 Regularly buy coffee at coffee shop said coffee shops offer better-quality coffee. 2. 33 They think coffee shops sell better coffee than those of their competitors 3. 37 Purchase their coffee at coffee shops instead brewing it at home normally goes to the closest one. 4. Personality: person that need more energy and have busy lifestyle will take more coffee rather than people that consume it because of social activities like to spend time with their friends with coffee. 3. 2Need Recognition Consumers in the coffee market will start recognize that they need to take a cup of coffee at least when there is environmental influences occurs, when their mind set that they must take coffee as the term as ‘consumption norms’ in their culture, they will need to take it anytime. That is the reason why the American will take coffee not only in the morning like Malaysian in their breakfast but anytime when it crosses to their mind. They also will take coffee more in the winter season because their need to make themselves hot and tasty, as well as the routine and tradition of sharing a drink with friends as a social event. For individual differences, the need of the student and people in the university will be differences each of them depends on their psychological affect that when they want to have energy or avoid sleepy when they doing their work, they have to take a coffee. The need recognition for this group will be high when they have many assignments that must be done every time and have to stay up at night. 3. 3Search When the consumers had need recognition process in their mind, they will start with making internal search. In their memory will have some information when they are exposing and have retention to some coffee brand before in their mind. Marketer must stimuli the consumer memory with their activity and non-marketer also give some conformation in this process that consider as external search. Even from the research said that brand is not factors that really encourage or discourage them to choose the coffee but how the marketers positioning their brand still are important. In this case, the marketers generally make TV commercials, store displays, give free samples in the mall and fliers and newspaper coupons to influence the consumers but approach that use by the Crimson Cup to position their product using: 1. Their position statement is â€Å"coffee for Independent Thinkers† as approval to consumers that they will get quality drinks in a clean and friendly environment. From the report said, â€Å"People see ‘coffee for independent Thinkers’ and come in to the coffee house. They like the message. † 2. The Crimsoncup believe that quality can make consumers perceive more better to their product and because of that, they offer quality coffee bean that: Have Fair Trade Certified Organic coffee are certified by USDA (Quality Certification Services) Signature blends. Flavored coffees in light, medium, and dark roasts with Class I Specialty Grade Coffee. Non-marketer also will stimuli them because in this case, word-of-mouth from other people experience will influence them to get information about a new coffee house. Recommendation from family and friends also will influence them to choose the coffee shops. The more effective stimuli expose to the consumer the more intention the brand will be keep it the memory of the consumers. 3. 4Pre-Purchase Evaluation of Alternatives Again this process will influence by environmental influences and individual differences. If they have and experience before with satisfaction after consume the coffee drink, positive reinforcement will be happened to encourage them to use this information in the pre-purchase evaluation alternatives process. But the most important element here is the influence or recommendation from the family and friends to choose the coffee shops or to buy the coffee brands. Here, factor that encourage and discourage will be play in the consumer mind while making evaluation. Research finding is like table 1 and table 2 that mention about factors encourage and discouraged consumers to return to the coffee shops. Table 1: Factors encourage consumers to return to the store Factor Description Score 1. Location Highest score show that the consumers prefer to choose the closest store/shops. 6. 6 2. Taste – 6. 43 3. Atmosphere When going for social reason, atmosphere is important, but less when going alone. 6. 04 4. Price Ranked fifth 5. 19 5. Brand For a favored brand was a reason to purchase coffee for office or home use. 4. 95 Table 2: Factors discourage consumers to return to the store Factor Description Score 1. Taste Highest score 6. 90 2. Price Ranked fourth 6. 00 3. Brand. Brand ranked low as a reason for choosing a store or determining frequency of visits to the store. 4. 56 Even the locations the first choice but the reason of consumers will return to the store are combination of taste, price and location. Speed of service was also mentioned as a factor when deciding to go. 3. 5Purchase When they purchase the coffee, the factors that will attract them to come to the shop are the location and the quality that they will receive from the shop like the taste of coffee as the second encourage factors and also clean and friendly environment. From the report of the Crimson Cup Independent retailers said ‘People see ‘Coffee for Independent Thinkers’ and come in to the coffee house. They like the message’. This shows the success of the retailers to attract the consumers using the brand slogan and the services that will provide clean and friendly environment. 3. 6Consumption From the research found that the most positive items sometimes bought at a coffee shop were breakfast food such as list in table below: Table 3: others items buy in coffee shop. Food Percentage 1. 2. 3. 4. Bagel and muffins Sweets (cookies and cakes) Chai tea Not ever purchase other items 55 14 8 13 Because of the culture of American like coffee, so there is no special time for them to get a cup of coffee but for the students, the probability is drinking coffee early in the morning to boost energy before start work or at night to retain and maintain energy to stay up doing assignment until early in the morning. 3. 7Post-consumption Evaluation. From the case, if they have a bad experiences to the coffee they will make punishment with tell others consumer to not take the coffee at that shop but when they have positive experience they will came again. The research finding tell us that taste of the coffee will be the second important factors why they choose the coffee drinks and the first factor they not return to the coffee shops. So, even location will be the first factor to encourage them to come again to the shops but the taste still be most important as the first things that should be focus by the Crimsoncup to maintain the product quality. Quality is more refer to the taste and the convenience is more refer to the location. The level of satisfaction is encourage by this both factors that make the consumers perceive they receive a good quality product at the right location plus with quality extra services in clean and friendly environment. 3. 8Divestment They did not mention about anything for this process. We will suggest them to make research to identify some information like what the customers do with the bean if they brew it at home, the packaging and maybe the cup to serve the coffee. This information can be use by Crimson Cup to complete building an effective marketing strategy. 4. 0SWOT analysis of Crimson Cup coffee From the case, we analysis their company using SWOT analysis like figure below: Strength Weaknesses Statistics shows that small prepared coffee retailers are growing faster than the mighty Starbucks. Crimson Cup is has specialize in this industry by served independent coffee houses, teaching independent coffee shop owners the skills needed to operate a viable and competitive business. Greg Ubert as a founder of this company is the author of ‘The Seven Steps to Success: A Common Sense Guide to Succeed In Specialty Coffee’. We see this directly to share skills and information with the independent coffee shops retailers but indirectly influence the consumers that they will get quality services from the coffee shops. They have their own website that can search from website address www. forindependenthinkers. com or www. crimsoncup. com . Its expert baristas have opened well over hundred coffee shops around the country. Its starts-up program includes every things needed to operate independently without the constraints of franchise agreements. The coffees that they serve have quality certification like we discuss at the previous chapter. The slogan ‘Coffee for Independent perceive positively by the consumers. The Crimson Cup just focus limit their activities on the coffee and not serving bagels and muffins or sweets even there is demand of the item that found from the research. Opportunity Threat Coffee consumption is very important in American cultures There is winter season every year in that country. There is demand for items purchase with coffee in the shops (i. e. : muffins or cookies) . Recommendation from family or friends is one of the five most important factors for influencing purchase. 58% of respondents who regularly buy coffee at a coffee shop said coffee shops offer better-quality coffee and 33% perceive that the coffee quality of this shops better than competitors There are many competitors in coffee industry that serve with multi-style of marketing strategy such as Starbucks. The negative impression of the consumers to the coffee shops will make them distribute the information using word-of-mouth as a punishment or negative reinforcement for them our others consumers. 5. 0Alternatives There are many problems we identify before so the alternatives we provide here will give suggestion to the entire problem that we will use the make effective recommendation in the next chapter. The alternative will be dividing into: Additional research that should be done to make assumption. Brand focus Marketing strategy Marketing program (IMC) 5. 1Additional Research for More Understanding of the Consumer Behavior. After we make analysis, we put the research that had been done and come with the additional research that possible to be done to make more effective assumption for this company target market like table 4 below: Table 4: Consumer Research Stage Process Done Additional 1 Need recognition Environmental influences Culture Family Situation Individual differences Knowledge Attitudes lifestyle Environmental influences Social Class Individual differences Consumer resources Value 2 Search Stimuli (to general finding) Marketer (TV commercial, etc) Non-marketer (word-of-mouth). The research should be done more focus on the Crimson Cup. 3 Pre-purchase evaluation of alternative Factor encourage and discouraged to return to the coffee shops What make consumers satisfied and come again to the coffee shops. 4 Purchase Location Price Nature/quality of assortment Store clientele can be good research because it will be influence by the social culture. 5 Consumption How they consumer When they consume Where they consume How much they consumer? 6 Post-purchase evaluation Dissatisfaction ? (punishment) Satisfaction? Reaction? 7 Divestment There is no research state in this case. How customer’s divest packaging /cups? 5. 2Brand Focus Here is the evaluation of the alternatives for the brand focus; ‘Coffee for Independent Thinkers’ Advantages: 1. Consumers like the statement, ‘Coffee for Independent Thinkers ’. Once they see this slogan shows in the window of the coffee house, they will go in the coffee house. Besides that, those coffee houses which display this slogan on the window of the coffee houses are promise to offer quality drinks in a clean and friendly environment. 2. University students are the group of people that public perceives them as independent thinkers. So, by emphasis on ‘Coffee for Independent Thinkers’ brand, drinking CrimsonCup coffee can be a trend or lifestyle for the students. 3. When consumers see the seal, they know this coffee house is offer good quality coffee and nice environment for them to enjoy the coffee. As a result, ‘Coffee for Independent Thinkers’ slowly becomes the seal of guarantee for quality coffee. This action also fulfills the need of the consumers that the taste of the coffee is the most important reason that makes consumer to come back again. So, when the consumers see the seal ‘Coffee for Independent Thinkers’, 4. Crimson Cup primary customers is the independent coffee shops, other than attracting the consumers, they also can influence the independent coffee shops retailers to perceive positively this brand slogan. 5. The impact of the slogan show from the research that 58% of respondents who regularly buy coffee at a coffee shop said coffee shops offer better-quality coffee and 33% perceive that the coffee quality of this shops better than competitors. Disadvantages 1. Another disadvantages of promoting ‘Coffee for Independent Thinkers’ brand is CrimsonCup brand has exist for a long time. Most of the people know about CrimsonCup brand because anything about the coffee will makes consumers think of CrimsonCup. For example, when we mention about CrimsonCup, consumers will start thinking of a company who sells good quality coffee bean; a company that provide training for those who would like to open a coffee house; a company offer good quality coffee and etcetra. 2. If suddenly the company changes CrimsonCup to ‘Coffee for Independent Thinkers’ brand, consumers will get confused whether this is a new brand or another company cooperate with CrimsonCup. ‘Crimson Cup’ Advantages: 1. It already establish from 1991 and use by the company. Disadvantages: 1. Consumers are not really care about the brand of the coffee when they just simply want to drink coffee. Only those consumers who purchase the coffee mainly for office or home use will care about the brand of the coffee. So, with only focusing on the CrimsonCup, the impact of promotion or advertising activities not give high impact the consumers intention. Under this kind of situation, they will just choose which coffee house is nearer and convenient for them. 2. Consumers has possibility to ranked this brand quality is same like competitors. 5. 3Marketing Strategy To overcome with the marketing strategy, we divide the alternatives with 4 P’s. For these alternatives, we are using push strategy to encourage the demand from the consumers and pull strategy to encourage the primary customers to run their own activities that can encourage the increasing of sales. 5. 3. 1Price strategy Pricing strategy for the primary customers: Alternative 1: Allowance Alternative 2: Discount Here are the alternatives for the consumers (ultimate customers) Alternative 1: Membership price. Membership price usually entitle for primary customer who purchase constantly and loyal customers. Most of them are independent coffee shop or restaurant. Here customers need to fill in the membership form. This membership duration can last for one year. Crimson Cup provide them special price and keep their purchasing track record. For ultimate customers, every time they purchase at our coffee shop they have to present the membership card and membership number, so they are entitle for 8% discount for each cup of coffee. Each time they purchase by using the membership card they can collect the points and redeem it at our coffee shop. Other than that the advantage being a membership of CC is; based from the track record and base from the personal details we have, we will appreciate our customer during their birthday by giving them birthday coupon and they can redeem it at our coffee shop. Alternative two: Quantity discount Crimson Cup chooses by giving an ‘extra amount’ is one of the good idea to encourage customer to buy in large amount especially independent coffee shop. Every 2kg customers will enjoy 200grms extra. Customer pays for 2kgs price but enjoy 2200grms coffee. From 200grms coffee can cover at least 10 cups of coffee and coffee shop can gain an extra profit from it. For our coffee shop, customers who order five items in a single receipt worth $70 and above entitle for a regular cup of cappuccino for free. This idea is to encourage customer to come in a big group. 5. 3. 2Product strategy A product is define as anything that can be offered to the market for attention, use or consumption and that might satisfy a want or need ( Armstrong and Kotler 278). Alternative 1: Crimson Coffee CrimsonCup is a specialty coffee roaster. Their coffee beans are a special blend that Armando created, which is called Armando’s Blend. It’s smooth, no aftertaste, and smells delightfully good and full fill the coffee drinker’s need. Alternative 2: Coffee Cup Coffee can use disposable cup to serve their coffee with Crimson Coffee name and tagline ‘Coffee for Independent Thinkers’. This is because we want customers to drink with passion. The brown color paper with Crimson Coffee name is actually one different layer of paper. The main function of it is actually to absorb hit and cold; meaning that if customers buy some hot drink they can easily hold the brown layer to avoid them from hot especially kids. It is also same if they buy cold drink, the brown layer is use to absorb the water so that customer no need to ask for tissue paper. Alternative 3: Paper Bags. Fair Trade is an innovative, market-based approach to sustainable development. Crimson Cup is certified organic and shade grown. This means that the products you buy maintain biodiversity, provide shelter for migratory birds and help reduce global warming. Crimson Cup Coffee use paper bag and the material can easily recycle. At the paper bag stated clearly the Crimson Coffee Brand and tagline ‘Coffee For Independent Thinkers’ . Behind the paper bag consumers can search the map for the nearest Quality Certified stores on the CrimsonCup website. Alternative 4 : Product labeling They should show the Crimson Cup Logo at the packaging of the coffee bean that sell in the grocery or coffee shops. All off the certification they get also should be publish at the packaging or cups and mugs use to serve the coffee. Alternative 5: sell muffins, bagels, cookies and cake. They should sell items like bagels, muffins; cookies and cake because of there are demands of the products that consume together with the coffee. 5. 3. 3Promotion Strategy Making joint venture Making joint venture can be one of the methods for its marketing recommendations. For an example making joint venture with famous fast food companies such as MacDonald in order to put coffee in its menu. Now a day’s making joint venture is one of the ways for companies in order to make themselves more popular like PepsiCo which joint venture with KFC or Lipton. 5. 3. 4Place strategy. Clean, friendly environment because consumers more perceive on quality and convenience. Service delivery if the place is too far. Make a target for the range of shops in one town. 5. 4Integrated Marketing Communication program (IMC) Before we suggest alternatives for the IMC, actually the goals of the marketing program are: 1. To increase more awareness about the Independents coffee shops, grocery, and restaurant those serves the coffee from Crimson Cup or sell the coffee beans from this company. 2. To increase the knowledge of the consumers about the coffee and this activities will stimulate them to come to coffee shops or brewing at home. Alternatives 1:Barista4aDay Contest One of the programs which are launched is Barista4aDay which is a program for coffee lovers as customers (ultimate customers) or even independent coffee shop owners (primary customers). The program is simple. One coffee lover gets to spend a day learning the art of Barista. A Barista is a professional who is highly skilled in coffee preparation, with a comprehensive understanding of coffee, espresso, roast degree and espresso equipment. Point of purchase Try the coffee in front of the coffee shops. Crimson Cup travel to the focus group. Go to university or potential place by lorries. Leader’s opinion 6. 0Recommendation of Strategy After we list the all alternatives for all the problems that we underline in second chapters, we come with the recommendations below in the combination of strategy that will be run to influence the consumers’ decision making process. 4 P’s Price: Alternative 1: Allowance Alternative two: Quantity discount Product: Alternative 1: Crimson Coffee Alternative 2: Coffee Cup Alternative 4: Product labeling Alternative 5: sell muffins, bagels, cookies and cake. Promotion: Making joint venture. Package to make them try the muffin as new product Place: Clean and friendly environment. IMC (annual program) Baristas4aDay with personality Research Store clientele 7. 0Plan of action Program Responsible Duration Description 1. 2. 3. 4. 5. 6. 8. 0Contingency Plan 4 P’s Price: Alternative 1: Discount during winter season Alternative two: Quantity discount Product: Alternative 1: Crimson Coffee Alternative 2: Coffee Cup Alternative 4: Product labeling Promotion: Place: Clean and friendly environment. IMC (annual program) Point of purchase at the store Word of mouth by a leader 9. 0Conclusion. Consumer decision making model is very useful to analyze the behavior of consumers start from need recognition process until the divestment process. But, to get information for the every step or process in the model, some research should be run because research will supply more reliable and valid information to make our assumption more accurate. The assumption will be use to make prediction to the consumers decision making and this information are useful when the marketer trying to strategize their marketing programme or marketing activities to supply the products that can really transfer value the consumers. Reference: Blackwell, Miniard and Engel (2006), Consumer Behavior, 10th Ed. , Thompson, Southwestern Kotler, P. (2006) Marketing Management 12th edn. , Upper Saddle River, New Jersey; Perentice Hall. Kotler, P and Gary Armstrong (2006). Principles of Marketing 11th edn. Upper Saddle River, New Jersey, USA: Prentice-Hall Inc http://www. wikipedia. com http://www. mplans. com http://www. forindipendentthinkers. com.

Easy Jet( Airline company) e-marketing strategies Essay

Founded in the year 1995 Easy Jet has been a very fast growing company. In the year 1998 they sold their first seat through the internet and as of now almost 98% seats are sold online. This has made Easy Jet one of the foremost in the internet retailing. One of the foremost reasons the company went online is because it wanted to reduce and distribute costs. According to EasyJet.com (2008.a), the concept overview gives a overview of their e-marketing strategy, they are as follows:  · Reduction and distribution of costs which includes setting up their booking centres and manual labour.  · No tickets during travel. An email containing the booking reference itself is enough to board a plane. The further reduces tasks and costs of issuing, distribution, processing and reconciliation of tickets for every year.  · All operations are paperless thereby making the internet all the more useful for other businesses such as management and administration purposes. Mc Govern.G (2004) mentions that the e-marketing strategy needs to be logical must have substance and needs to have a lot of textual matter. In general it has to â€Å"be useful†. The main reason for its success is eCommerce and the way it has been used as a part of their business plan. The main reason for Easy Jet’s e-strategy was that the company wanted to â€Å"scale down its call centre operation† and sell most of their tickets online (2001). The use of the website has made their flights even cheaper when compared to their competitors. EasyJet.com (2008.b), gives an overview of the different ways that the internet is being used and how the customers are being benefited,  · Customers who book online receive discounts for each leg of the journey.  · They make it a point to put up all cheap flights online.  · Customers can search flights by fares and also view cheap flights that are available over two weeks.  · Customers can make their bookings online. Make any flight transfers, name changes and can request duplicate confirmations by email.  · Customers can also reschedule their flight bookings.  · The website also offers online check in for its passengers.  · The customer also has the option of selecting Speeding boarding which will enable the passenger to board the flight before all the other passengers.  · There are exclusive promotions for customers who are booking online. E-strategy is aimed at selective targeting of customer groups for promotions. According to Chaffey.D (2007) e-marketing strategy includes  · Segmentation and Targeting. Online customers are from different demographic locations, their needs and even behaviours are different. So the same e-strategy needs to be able to mould itself to specific requirements of the customer.  · Differentiation and Positioning. It is also important that the online product gives appropriate value for money. Competitors will have different value propositions and Easy Jet will have to be able to meet. Based on this some of the recommendations are as follows,  · The customer base needs to be expanded, by giving the customer more promotional benefits of online booking.  · E-marketing should not be seen as the sole marketing strategy but must be integrated as a part of the bigger marketing plan for the company.  · Enhance the experience of online booking by offering benefits, advantages and promotions.  · Make online booking a priority not a necessity. As they will have to retain the customer base of internet users as well as non-users.  · Need to start tie ups with other airlines so that they can expand into other countries.  · Their strategy needs to be able to handle and adopt to competition of airlines and new business models strategies of other companies which may or may not include e-strategy.  · The service of handling customer complaints and feedbacks should be effectively managed. So that feedbacks are positive and the complaints received are as minimal as possible.  · They should also have a plan in place if inflation occurs and if prices of products are affected. They need to be prepared with alternatives and substitutes.  · Change in political regulations and governments policies should have no or else minimal effect on the functioning of Easy Jet and its low prices.  · Easy Jet also needs to be environment friendly on and off air.  · They need to introduce their booking services by taking the technology of the internet to areas that do not have the facility. There are various kinds of e-tools that can be used on the internet. Some of the e-tools used by Easy Jet are listed below,  ·Ã‚  Ã‚  Ã‚   Websites so that customers can surf through the pages and book, cancel or transfer flights.  ·Ã‚  Ã‚  Ã‚   E-commerce to enable bookings online. There are other tools that are not being used by Easy Jet and these are listed as follows,  ·Ã‚  Ã‚  Ã‚   Email. So that customers can have their on personal Easy Jet email id for a more personals online service.  ·Ã‚  Ã‚  Ã‚   No chat and messenger service. A customer support executive can be online to help and guide the customer through the process of making transactions or else to assist in answering queries.  ·Ã‚  Ã‚  Ã‚   Communities and forums. These can help the customers to interact with other customers thereby enabling the company to understand and evaluate its services and customer satisfaction ratio.  ·Ã‚  Ã‚  Ã‚   The website can also include videos and sound clips to help customers who are physically disabled to still be able to use the internet to make bookings. Dr Chaffey.D (2008) suggests that there needs to be some core framework for assessment and that should include the product details, price competencies, introduce e-commerce transactions across different sites and promotions. This will then keep the customer in the virtual world as happy as in the real world.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Easy Jet has a very has a very good future ahead but only if it can take up on some recommendations to better itself in the long run.