Blog Article Example | Topics and Well Written Essays - 250 words

Blog - Article Example The company understood that the S5, which is packed with health and fitness features like pedometer, built-in heart rate monitor, and fitness tracker would trigger even more interest in its Gear Fit. That is why the Gear Fit was hyped and aggressively marketed prior to its launch that came soon after the launch of the S5. The essence was to portray the Gear Fit as a companion to the S5 that was not a luxury but a valued-adding gadget. So, essentially, Samsung used the popularity and reach of its smartphones to sell the Gear Fit. Secondly, Samsung adopted a health and fitness theme with the launch of the S5 and the Gear Fit that would surely resonate with most people who are conscious of health and fitness. By doing this, the company made sure that by the time the gadget came the target market had already got wind of its availability and developed interest in it. This shows a good application of market/consumer segmentation techniques, because unless you want to stay healthy and fit there is really no need to buy the gadget. Samsung knew who it wanted to rope in, and it went for the jugular. Personally, I know about the Gear Fit before its launch and even though I am not a fan of Samsung gadgets I developed interest in it (to the point of contemplating buying one) simply because I am very conscious about my health and

Music in Films Essay Example for Free

Music in Films Essay Talents are strewn around everywhere in the form of music, acting, editing, singing, etc. Stories and themes are left undiscovered in the slums of India. Who would pick them up and give an artistic touch? Hats off to Danny Boyle, an English director who did it. He took the challenge of making it to the silver screen and ended up with Oscars, the highest authority on movies that acknowledged Slum Dog Millionaire with 8 out of 10 nominations. An 18-year old boy Jamal who was raised in Mumbai slum wins 10 million dollars in a quiz competition which is popularly known as â€Å"Who will be the millionaire. † in Indian television show. As he keeps winning, the doubt â€Å"How an uneducated tea supplier working in a call center could answer all questions correctly? † raises. Was he cheating? An obvious question that arises in the minds of everyone which the movie alone could answer. Just one more question the next day will make him a millionaire. That night, Jamal was taken to police station and was beaten brutally on charges of cheating in the quiz competition. The answer to the question â€Å"How Jamal would know the answers to all the questions? † is the central theme of this movie with which the entire story is built. Usually rich ones with good schoolings have better access to quiz competitions with the probability of winning. But Jamal had no formal education. The vicious streets of Mumbai, the horrific nights, the villainous characters around taking every opportunity to exploit poor children like him are all the lessons Jamal went through in the open and unsafe streets of Mumbai. The insecurity for the poor in the slums and the social weaknesses of the Indian society is brought about by the movie in a thrilling fashion. Thugs turning children blind and making them beggars for their selfish motives is one such example. For every question asked in the competition, Jamal derived answer from his life time experience. In other words, there were events in his life which had some connection to the answers. He uses his intelligence and memory to recollect the events and tries his luck. Of course a bit of luck is also necessary in everything one does. Another way of looking at Jamal is that talents are everywhere in forms suppressed, in royal institutions as well as in the slums. Bringing them up to the surface is what heroism is. While young, Jamal made an awkward choice of jumping into the pool of shit to come out of the toilet and finally making it with Amitabachan (a leading actor in India) for an autograph shows his drive and enthusiasm. Jamal meeting her girl friend Lathika back in Mumbai after a long gap is an ecstatic moment. Girls like Lathika after being grown up are eyed seriously by lewd males. Even Jamal had to ruffle with his brother to get Lathika out of him. Both Jamal and Lathika are safe in the end and their love materializes. Jamal talking to Lathika over phone as a lifeline friend is symbolic of Jamal winning his invaluable prize Lathika before winning his 10 million dollar. The movie is a combination of everything – scores of music, songs, cinematography, editing, etc. A. R. Rehman struck his chord with his rich and varied notes scoring over horror, melody, love and misery. The distinction shown among all these items with originality and inventiveness are something special which won him the Oscar for Original Scores. The choice and combination of music themes applied make the movie prolific. For example â€Å"Ring ring ringa, Ring ring ringa†¦. † is used when prostitutes are shown. â€Å"Jai ho, jai ho† is used when Jamal and Lathika meet or when there is a heroic deed performed. The â€Å"jai ho jai ho aaja aaja jind shamiyane ke tale aaja jariwale nile aasman ke tale jai ho jai ho ratti ratti. † song transcends the barriers of language and reaches out to audience worldwide to enthrall and has yielded him yet another Oscar for song. It is the music that takes the song everywhere. Every time when there is a change of scene, the music is simply astounding. The change of mood is rightly set by the music. The background music of quiz program is not new to the people of India, as the real program on television show was similar to this one. However, the typical music recorded in multiple tracks give thrill and excitement when questions are being rolled out. The song â€Å"I fly like paper, get high like planes If you catch me at the border I got visas in my name If you come around here, I make em all day I get one down in a second if you wait   Ã¢â‚¬  while the train is moving has all the gravity of cheerfulness compassioned with the advent of nature. Music is the language whenever flashbacks have to be short and quick. If the arrival of Taj Mahal has some humorous events in it, the music compensates it with reverence. The background music when the prostitutes are shown in the slums of Mumbai, the humming love music when Jamal meets Lathika after a gap, and the song at the end of the movie which brings winning moments for everyone – for the hero, for the director, for the musician, etc is worth mentioning. Whenever the scenes have the power to move the audience, the music leaves an impression in the minds for an everlasting memory. Titanic Titanic is a movie of all times for its unparalleled mixture of fact and fiction filmed on a massive scale. The grandeur of the ship, the differences shown between the rich and poor in the backdrop of Edwardian influence, the love between Rose and Jack tied together in the heart rendering scores of James Horner, the magnanimous touch of James Cameron as writer, director and editor eventually became the first movie of its kind in Hollywood. The movie is screened for just three hours but it comprises a mammoth research by reaching out to the depth of the Atlantic where the original Titanic sank in 1912, and by building a main production set at Rosarito Beach in Baja California, Mexico. As one of the crew members rightly says in the movie, â€Å"The ship is known for grandeur. † it has everything in it: the restaurants, swimming pool, elevators, grand staircase connecting seven decks, a huge glass dome, and all the luxury items. The gigantic ship has massive propellers to pull it all along. The cost of first class tickets are so high even close to $4000 for some which is equal to the amount of $50000 today. Cameron begins the movie in a striking manner as he uses the latest submergence technology and the grandeur with which it explores the wreck of Titanic. The entire operation under water around Titanic in the rumbles of James Horner is a rare phenomenon to watch. â€Å"She is the largest moving object ever made by the hand of man† as said by a character in the movie, it also felt by the music effect. Brock Lowett, an explorer in the movie is curious to possess the necklace with blue diamond worn by Rose in 1912. He ends up discovering a nude painting of Rose. The 100-year old Rose, watching this incident on television calls Brock Lowett and tells the fact that she is the one in the picture. What rose recollects from her memory is the main story of Titanic. Everyone around Rose including her fiancee Caledon is of typical business people who restrict women. Unable to bear with the economy based love and affection running deep in the hearts of her fiance, Rose decides to commit suicide and runs to edge of Titanic and climbs on the railing. Jack comes at the right time to her rescue and the compassionate words of Jack brought her back to life. Jack boarded the third class in the last minute because of the Jackpot he won. He is only a survivor and is no match to the rich and elegant families of the first class passengers who were made to invite him for a dinner party for rescuing Rose. But Jack is well mannered, clear headed, charming and he feels for others. He has passion for drawing and some of his paintings attract Rose. The movie scripts are written aptly to bring Jack and Rose together after an initial disapproval by Rose when Jack asked her â€Å"Do you really like the guy? † Later it turns out to be good and they had a good understanding. Their togetherness in the ship after they started loving each other is the sweetest moment of the movie. It includes Jack’s mystical touch in painting her nakedness wearing only the Heart of the Ocean, their running around the deck and cargo hold of Titanic in joy, their standing at the edge of the ship on the railing with their hands straitened in excitement singing: â€Å"Every night in my dreams I see you. I feel you That is how I know you go. † †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. † This song has become the magical spell of the movie Titanic all over the world and this still picture of their stance became the trademark of the movie Titanic. The music fastens with the solo violin bringing momentum. After a while, the fatal iceberg strikes the edge of Titanic and in the next couple of hours or so everything goes under water. The serious episode of the movie begins with the gradual inflow of water into the ship sinking it gradually and bringing panic. The entire mechanism of how a gigantic ship would submerge under water is a massive research effort discovered and shot for screening by James Cameron. Rose and Jack face predicaments in the ship when they are in search of each other as the ship is sinking gradually. The thrill, excitement and horror are maintained well. Silence followed by music and vice versa creates impression in these scenes. Jack and Rose reached the edge of Titanic from where they jump off the drowning ship and were in the waters of Atlantic waiting for a survival boat. No boats are in the vicinity. Jack prepared to be in the water leaving Rose on a piece of oak panel that is available. The chilly water frozen in minus degree centigrade would not keep Jack alive for long. Rose cries in emotion â€Å"Jack come back†, â€Å"Jack come back†. â€Å"There is a boat Jack. † The music of the song â€Å"Every night in my dreams, I see you. I feel you, That is how I know you go† in low humming voice hardly leaves anyone without tears in eyes. This is one of the greatest emotional scenes on the screens. As she promised Jack she lives until she becomes old enough. It is not just the James Cameron has given The 20th Century Fox has not just produced a movie that has just won 11 Academy awards but has gifted the world a movie of great proportion that would stand all ages. School of Rock School of Rock reveals the power of music through a group of children aged around 10 from a prep school. The spirited hard rock singer and guitarist Dewy Finn masked as a substitute teacher in a class room could not go fizzled out when the music director Craig Wedren has his full support. The hero Dewey Finn visualizes no way out but to be with the rock that paid him nothing. â€Å"Do you want me to give up my band? † he goes weird while talking to his friend Ned Schneebly when he pressurizes him to pay the share of his room rent. Voted out from the band due to his hyper active stage antics, Dewy has no source of income to pay off anything. He is a lone talent unexplored on the stage, dreaming of a great rock career. All that he needs is â€Å"One little thing, it’s music†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬  and he has challenged his band members who voted him out, â€Å"I’ll set up my own band. We are going to start a revolution. † So the fire is burning within him contributes to the central theme of the movie. He turns a phone call of Mr. Schneebly in his favor and decides to go as a substitute teacher in the name of Schneebly to make some money for his immediate needs. As desired, he gets into the school and there begins a new lease of life when he spots children attending music classes amidst his boring class room sessions comprising mainly of recess. He senses a vibrant rock band in his students that could back him up back on to the stage. His mind worked brilliantly. He worked in that direction shifting musical instruments back and forth to the class room and away. He picked up students and assigned each student an instrument and engaged them in practice. The music of comedy is well underway with Dewy managing his students answering all their questions to comfort them that they are doing a school project. That’s how he tells students instead of telling the truth that he wants to win in the Battle of the Bands. Either ways it is a competition – a competition to disclose talents to the public. His conversations with Ms Mullins, the Principal of the preparatory school and other teachers are full of comedy. The words of Dewy, â€Å"It’s experimental teaching. We were learning in singing songs. † confuses the Principal as there is no such thing. Gradually, Ms. Mullins has a special liking for Dewy as he drags her for tea with his artistic eloquence in praise of her profession and her way of handling things. She is much more impressed by his reverence tinged with fun for her profession and especially when he tells her that she is cool and capable. The movie takes a dramatic turn when Schneebly and his fiance come to know of the fraud when Dewy opens up how the check in the name of Schneebly reached him from the preparatory school. The secrets are let out and the police enters the class room when Dewy is in a parents day meet. He is out of school now. Parents are in despair complaining to the Principal about their children’s studies suffered. Ms. Mullins has a tough time answering all the parents and so shuts the door in anger. The power of music is still alive with the students. They secretly take the school bus and reach Dewy’s place to pull him up for the Battle of the Bands. Dewy never dreamt students would be so taken by the rock. They rushed to the theater. Their turn is about to come. Surprise mounts up as the parents and the principal too rushed to the theater to rescue their children. The school of Rock is finally on the stage in colorful dresses. Zack is amazing with his guitar. Freddy is rollicking with his drums. Lawrence is working mystery with his keyboard. Tonika enchants the audience with her voice. â€Å"Baby we was making straight As, But we was stuck in a dumb daze, Dont take much to memorize your life, I feel like Ive been hypnotized. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. † Dewy goes wild on his power stance, moving, dancing, rolling all over and jumping into the crowd to bring a swashbuckling finish to the song. Their performance is surprising, unbelievable, absolutely stunning. Every parent delights at his or her child for doing great on the stage. The music in the last few minutes of the movie brings a complete change of moods. The parents who rushed in panic are now cool after discovering great talents in their children. The principal runs out of words when people praised her. The power of rock took everyone by surprise. Finally the music wins. School of Rock fails to win the $20,000 prize but the audience shouts, â€Å"School of Rock† â€Å"School of Rock† repeatedly asking for once more. Once again The School of Rock is on the stage with a song once again. Dewy gets a chance to train students in music after school hours. The filmmaker Richard Linklater has directed the movie in accordance with, â€Å"Guitar in hands and rock in our hearts. † References Retrieved March 21, 2009,http://www. mygodwithin. com/2009/02/slum-dog-millionaire-receives-8-oscar. html Retrieved March 21, 2009, http://www. futuremovies. co. uk/review. asp? ID=139 Retrieved March 21, 2009, http://www. hollywoodlot. com/titanic/james-cameron. html

Gender Theory Essay -- Gender Issues

Gender Theory Gender Theories can be related to a person’s emotional stability, status in society, work ethics and most important their ability to relate to others. As the sources of text, personal experience, research books, articles and websites are used to explain the importance of male and female communication, in itself it is only a theory based on the historical and internal learning that influence me as a student (Wood, 2011). In the end, the theory that best describes my gender characteristic will influence the outcome of opinion. That is what makes Gender Theory so interesting, it is a theories based on personal bias. In order to explain the differences and similarities in gender several theories have been established and researched with each having its own validation. Biological Theory Research has established that the biological theory regarding genders relies heavily on the chromosome makeup of individuals. Body chemistry makeup plays a large role in this; chromosomes are a significant factor in the physical, emotional, and social aspect of gender. Men having the chromosome XY are the determining factor in the sex of children they produce yet women having the XX according to the text are the dominant in social, heredity, and passing of some intellectual skills. Because the differences in not only social skill and physical skills there is evidence that relates the increase in hormonal influence to how men and women interact emotionally. Interpersonal Theory This theory focuses on the interpersonal relationships formed by individuals based on their sex makeup. There are three sub theories listed within this theory psychodynamic, social learning and cognitive development with each having its own argument... ...female goes to work and is the financial provider. As this occurs, it is possible new theories will be developed but communication will always be a factor between gender groups, this is because in general we are all different and come together with varied backgrounds, beliefs and predisposed opinions. There is not necessarily a right or wrong, in reality migration of people with the same interest, cultures, and beliefs will continue to form pocket communities where they can communicate with like in kind. References †¢ (2012). Anthropological theories. Alabama: DOI: http://anthropology.ua.edu/cultures/cultures.php?culture=Feminist Anthropology †¢ Standpoint theory. (n.d.). Retrieved from http://users.ipfw.edu/lakes/Standpoint Theory.html †¢ Wood, J. (2011). Gendered lives: Communication gender and culture. (10th ed.). Boston: Wadsworth Cengage Learning

Research on Consumer Behavior

CHAPTER 1: INTRODUCTION 1. 0 THE INTRODUCTION OF THE STUDY The topic of the research is ‘Customer Loyalty towards Fast Food Industry’. The introduction will discuss the background of study that is planned by researcher. This includes problem statement, objective of study, research question, research hypothesis, the theoretical framework and also scope of the study. This proposal consist the introduction part, the literature review and research methodology. Each of these chapters is explained in detail with the sub topic that discusses the essential procedures and steps in completing this study.Customers are the purpose of what marketers. We very much depend on them. That is the main reason why organizations today are focusing on customer loyalty. Customer loyalty is actually the result of an organization creating a benefit for a customer so that they will maintain or increase their purchase from the organization. Loyalty has become important over the past few years becau se of increased competition within respective industries. To be successful, organization must look into the needs and wants of their customers.That is the reason why many researchers and academicians have continuously emphasizes on the importance of customer loyalty and retention. Building customer loyalty towards fast food industry or other business of four factors that is product quality, the important of relation between people that involve in management of the store and lastly are brand image of the product itself. (Kumar, Batista and Maull, 2011) 2. 1 BACKGROUND OF FASTFOOD INDUSTRY Fast food restaurants or outlets today are either kiosks or elaborate quick service restaurants.The franchise operations have generated restaurant chains that offer standardized meals across the globe. On account of a low capital requirement and popularity of fast food, fast food restaurants and drive-through outlets are common throughout the world. Also known as sit-ins and upscale kiosks, these re staurants cater to the dry food demands of the younger generation, extremely tight adult work schedule and distinct ambiance preferences across the globe. An overview of the fast food industry highlights the availability of meals that suffice the need to eat amidst tight work schedule.This has offered great respite to parents who shuttle between work and home for major part of the day. Delicacies like fish and fries, vegetarian and non-vegetarian burgers and pizzas are washed down with great relish, with ales and aerated drinks served complimentary at many of these fast food restaurants. Though accompaniments like coleslaw, baked potatoes and mushy peas satisfy the established and widely accepted compulsion for vegetable-intake, the fried foods are becoming addictive, depriving the modern child of a balanced diet.There is no dearth with regards to the variety available at these outlets. Fast food franchise chains such as Subway, Burger King, McDonald's, Kentucky Fried Chicken and Pi zza Hut cater to demands for seafood, lean meat, special diet meal components, and other considerable regional variations. Snacks such as sandwiches and baguettes are the result of experiments within the fast food industry. Most clientele indulge in the semi-dry and dry meals, to avoid interruption while working or to fulfill a family commitment that otherwise requires a considerable amount of time to be spent in the kitchen . 1. 1Fast food industry in Malaysia In recent years, the major food consumption trend in urban parts of developing countries is that more consumers are eating increasingly more meals outside of their homes and most of growth in away from home eating has been in the fast food sector (Kaynak et al, 2006). The interest shown at the national and international levels concerning the fast food is derived from the scarcity of time in the competitive, dynamic and urban fast life (Platania and Donatella, 2003).According to Arkins and Bowler (2001), emphasis is increasing ly being placed in quick meals solution due to the busier consumer life style and dual working families with children. Consumer lead increasingly busy life meaning that the time available to cook meal is being squeezed between works and leisure commitment. Cooking for many has ceased to be a leisure activity and instead is a core. Consequently, this has placed more emphasis on fast food items. Fast food is rapidly growing industry in the world as well as in Malaysia, especially in the urban areas.Moreover, the food diversity in Malaysia is an implicit characteristic of the diversified culture of the country amongst the different region within the state. 1. 1. 2Background of KFC KFC, founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, United States. The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952. KFC is present in 110 countries and territories around the world. It has in excess of 5 ,200 outlets in the United States and more than 15,000 units in other parts of the world.KFC prides itself as a fast-food restaurant that give customers great tasting chicken with a selection of home-styled side dishes and desserts to make a wholesome, complete and satisfying meal. Kentucky Fried Chicken Corporation (KFC) was the world's largest chicken restaurant chain and third largest fast-food chain in 2000. KFC had a 55 percent share of the U. S. chicken restaurant market in terms of sales and operated more than 10,800 restaurants in 85 countries. KFC was one of the first fast-food chains to go international in the late 1950s and was one of the world's most recognizable brands.KFC's early international strategy was to grow its company and franchise restaurant base throughout the world. By early 2000, however, KFC had refocused its international strategy on several high-growth markets, including Canada, Australia, the United Kingdom, China, Korea, Thailand, Puerto Rico, and Mexi co. 1. 1. 3Background of KFC in Malaysia The first KFC restaurant in Malaysia was opened in 1973 on JalanTunku Abdul Rahman. Today there are more than 390 KFC Restaurants nationwide and still counting. Great tasting chicken has become synonymous with KFC; and has been enjoyed by Malaysians ever since.In fact, KFC Malaysia has developed a distinctive Malaysian personality of its own. The reason KFC is run by Malaysians and managed by Malaysians; they took it upon themselves to create a selection of food that would make Malaysia proud on the international scene. 1. 2PROBLEM STATEMENT Nowadays, it would be challenging to retain customers and maintaining customers as loyal customer. It would give paramount of challenges to researcher to ensure customers are loyal to them. This is because customer nowadays are have knowledge to choose the best for them and what will make customer become a loyal customer to certain product.It is important for researcher to know how attract customer to bec ome loyal customer. Customer tends to change product if the product can’t give them satisfaction. The right foundation for maintaining a long-standing relationship with customers will increase the chance to the customer loyalty. In this recent economy, put strong pressure on customer loyalty. According to Leon. G Shiffman (2010), company might have big disadvantage when not having loyal customer, because need more marketing efforts aimed at attracting new customers are expensive; indeed, in saturated markets, it may be impossible to find new customers.For example, not popular bookstore might find problem in having new customer because it will cost them a lot. Generally, customer because loyal to companies when they’re reach higher level of satisfaction in their selves after using products or services that offered to them. It is because reach customer has different level of satisfaction that will bring them to become loyal to companies and the unique relationship betwee n customer and company may be a viable contact point for firms to build loyalty. 1. 3THEORETICAL FRAMEWORKCUSTOMER LOYALTY | PRICE| SERVICE| PRODUCT| BRAND IMAGE| 1. 4PURPOSE OF STUDY 1. 4. 1 To determine whether price affect customers loyalty 1. 4. 2To examine relationship between service to customer loyalty 1. 4. 3 To measure whether brand image are important in customer loyalty 1. 4. 4 To investigate the product role in the customer loyalty 1. 5RESEARCH QUESTION 1. 5. 1Does price contribute to customer loyalty? 1. 5. 2Does service give impact to customer loyalty? 1. 5. 3Does brand image influencing customer loyalty? 1. 5. Does product affecting the customer loyalty? 1. 6HYPOTHESIS 1. 6. 1Hypothesis 1 Ho: Price does not contribute to the customer loyalty H1: Price does give high contribute to customer loyalty 1. 6. 2Hypothesis 2 Ho: Service not gives impact to customer loyalty H1: Service gives impact to customer loyalty 1. 6. 3Hypothesis 3 Ho: Brand image does not influencing the customer loyalty H1: Brand image is a big influencer the customer loyalty 1. 6. 4Hypothesis 4 Ho: Product does not affecting customer loyalty H1: Product gives effect to the customer loyalty . 7SIGNIFICANT TO STUDY Businessman One of the alternatives to the businessman to find a way to improve the response from the customers. Besides that, they also will know the weaknesses from all aspects such as services, preparation of the menu, personnel, and others. By knowing all this weaknesses, the management can find the best way to overcome these weaknesses as well as can enhance the image of KFC. Researcher This study also important to the researcher in getting more information besides can gain more knowledge from the study that has done.These findings can be made as references to the people that responsible in promoting this fast food restaurant as well as can improve the economy of the country. Customers Findings from the study that has done can give opportunity to the customers in ex pressing their satisfaction to the service that was provided by this fast food restaurant. 1. 8LIMITATION OF THE STUDY Time constraints Researchers really affected with the time period to finish this study because researcher need some time to get accurate info and study the info.However, researcher able to produce this research report with guidelines. Budget Researcher also facing budget constraint because researcher only student and yet not gain sufficient money pocket. Respondents Researcher focus to distributed question at UiTM Kota Bharu because researcher not able to distribute at other site. CHAPTER 2: LITERATURE REVIEW 2. 0INTRODUCTION This chapter focuses on issues related to the customer loyalty in the fast food industry. The literature review in this chapter will present understanding of factors influencing the customer loyalty in the fast food industry.Customer loyalty can be defines as â€Å"customer behavior characterized by a positive buying pattern during an extended period (measured by means of repeat purchase, frequency of purchase, wallet share or other indicators) and driven by a positive attitude towards the company and its products or services† (Looy, Gemmel & Dierdonck, 2003). Dimitriades (2006), define a loyal customer as one who holds a favorable attitude toward the service provider, recommends the service provider to other consumer and exhibits repurchase behavior.In fact that loyal customers buy more products, loyal customers are less price sensitive and pay less attention to competitors’ advertising, servicing loyal customers is cheaper and last is loyal customer will spread positive word of mouth and refer other customers. Loyalty and experience gained over the relationship are positively related (Wang, Liang and Wu, 2006) Price is the amount of money charged for a product or service, or the sum of all the values that customers give up in order to gain the benefits of having or using a product or service.The firm can c hoose between two broad strategies, market-skimming pricing and market-penetration pricing. Market-skimming pricing is setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price, the company makes fewer but profitable sales. Market-penetration pricing is setting a low price for a new product in order to attract a large number of buyers and a large market share. (Philip Kotler, Gary Armstrong). There are several measurement variables to qualify a person's product-price knowledge.Price mechanisms, price consciousness, the use of a shopping list, and shopping frequency, as determinants of the accuracy and size of, and confidence in, one's product-price knowledge, even though the impact structure is not uniform. There are some indications that formerly encountered price stimuli represent a relatively obsolete part of a consumer's product-price knowledge. (Hans Pechtl). Product is the key element in the overall market of fering. According to Clayton Brown, Contributor, the product definition should be dynamic and reflect the needs of the company and the customer.A product definition at least includes the elements of product positioning, product differentiation and product life cycle. (Brown, C. (2012). Product also can be defined as anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need (Philip Kotler, Gary Armstrong). Brand image can be defined as â€Å"set of perceptions about a brand as reflected by the brand associations held in consumers’ memory† (Philip Kotler, 2006). Jeffrey E. Danes and Jeffrey S.Hess and York (2010) most agree that brand image is a mental constructs that customers form based on their connections and associations with the brand. Services are form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything (Philip Kotler, Gary Armstrong). CHAPTER 3: RESEARCH METHODOLOGY 3. 0INTRODUCTION Research methodology includes all the data and analysis phases for the research paper. It includes the data collection method from primary data like questionnaire and the secondary data which is from internet or website.On the other hand, the other data collection methods are from observation and sampling. In order to analyze the data, the methods are frequency analysis, reliability test, regression analysis, and Pearson correlation analysis 3. 1 RESEARCH DESIGN Methodology can be defined as an approach used in the research process to assess the data. Methods are also such things as study design, population and sample, the study procedures and analysis methods data. Its aims to ensure data collection methods used in research studies is compatible with the objectives of the research objectives to be achieved.According to Malhotra (2007) research design is a frame work or blueprint for conduc ting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problem. The researcher is the type of conclusive research that has as its major objective the description of something, usually the market characteristics or functions. 3. 2DATA COLLECTING METHOD Collection is the process of gathering, assembling and accumulation of information. There are two methods of data collection generating has been implemented, that is the primary data and secondary data.For the purpose of this study, the researcher will gather the data from both primary and secondary data to complete this study. 3. 2. 1Primary Data The primary data sources are from the distribution of questionnaire. Researcher will build a set questionnaire that is related to the study and distribute to the respondent a) Questionnaire Researcher will use questionnaire method in order to gather the information. The questions contain the indepe ndent variables and dependent variable. A set questionnaire will be distributed to the respondent which is the customer of KFC KBMall. The respondent consists of 50 customers.There are three sections in the questionnaire, which include personal detail of respondent. Section B will be including the question about independent variables that are, price, product, service and brand image. The last section is regarding the dependent variable which is customer loyalty. i. Nominal Question The questionnaire is based on the independent variable that researcher found through literature review and other information. In section A, the respondents need to answer nominal question. The respondents need to choose only one answer because in section A is about respondents’ profile such as gender, marital status or age. i. Likert Scale Question Other than that, researcher use Likert Scale in the section B and C where the respondents need to circle the answer which include the degree acceptance with factors that lead to customer loyalty. 3. 2. 2Secondary Data In this research, the data of secondary sources were obtained from both internal and external secondary data such as books, company’s reports, journals and also through selected websites. 3. 3SAMPLING METHOD 3. 3. 1Collecting the Sample of Respondents For this study, the researcher has selected 50 respondents who come to KFC KBMall by using the simple random method. 3. 4METHOD OF DATA ANALYSISIn conducting the research, after respondents were determined, the researcher has analyzed the data using the Statistical Packages for Social Science (SPSS) version 17. 0. SPSS is also used to identify the relationship between two or more variables. Meaning that, it involves the process of hypothesis testing. By using the SPSS, ordinary simple linear regression model and multiple regression model analysis are selected in order to analyze and the test hypothesis. This technique is commonly used in business and economics for estimating the relationship between two or more values of dependent and independent variable.CHAPTER 4: FINDING AND DATA ANALYSIS 4. 0INTRODUCTION This chapter will discuss the results and findings of this study by using frequency distribution, reliability, Pearson correlation, and multiple regression analysis. Before the analyses were thoroughly done, all data were edited and passes through the reliability analysis. At the end of the chapter, discussions about decision on hypothesis were reported. 4. 1 FREQUENCIES In the Section A, demographic session in questionnaire, the data will be calculated in the frequency distribution. 4. 1. 1Frequency Distribution Analysis by GenderResponds to Gender| | | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Male| 14| 28. 0| 28. 0| 28. 0| | Female| 36| 72. 0| 72. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 1 : Table of frequency analysis gender Figure 4. 1: Pie chart of frequency by gender Based on the table above, shows th at 50 respondents that give feedback through questionnaire, there are 35 were female and the remaining 14 were male. From the frequency analysis result, the majority of respondent who dealing with KFC KB Mall were female rather than male. 4. 1. 2Frequency Analysis by Age Responds to Age| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| 18-24 years| 22| 44. 0| 44. 0| 44. 0| | 25-29 years| 5| 10. 0| 10. 0| 54. 0| | 30-35 years| 8| 16. 0| 16. 0| 70. 0| | 36-41 years| 4| 8. 0| 8. 0| 78. 0| | 42 years and above| 11| 22. 0| 22. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 2: Frequency analysis by age Figure 4. 2: Bar chart of frequency analysis by age Meanwhile, the result of the frequency analysis of 18 – 24 years is 44. 0% or 22 respondents. Furthermore, about 5 respondents are 25 – 25 years and the percentage of it is 10. 0%. For 30 – 35 years old respondents are about 8 respondents which are about 16. % And for 36 – 41 years old, by whi ch the lowest frequency analysis of age used KFC services at KB Mall, about 4 respondents of it is 8%. The second higher percentage followed by respondent’s age 42 years and above or about 11 respondents which are about 22%. 4. 1. 3Frequency Analysis by Race Responds to Race| | | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Malay| 40| 80. 0| 80. 0| 80. 0| | Chinese| 9| 18. 0| 18. 0| 98. 0| | Indian| 1| 2. 0| 2. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 3: Frequency analysis by race Figure 4. 3 : Pie chart of frequency analysis by raceThe result from Figure 4. 3 shows the customers of KFC KB Mall is multiple races, which the rrespondents were Malay, Chinese, Indian and others. Malay’s respondents are the biggest percentage among the others which take 40 respondents or 80. 0%. Therefore, most of KFC KB Mall customer is Malay meanwhile Chinese respondent is the highest, which takes 10 of respondents or 20. 0%. Indian show the respondent is only 1 respondent or 2. 0% that used KFC KB Mall. 4. 1. 4Frequency Analysis by Marital Status Responds to Status| | | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Single| 27| 54. 0| 54. | 54. 0| | Married| 23| 46. 0| 46. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 4 : Frequency analysis by marital status Figure 4. 4 : Pie chart of frequency analysis by marital status Table 4. 4 shows frequency analysis of marital status for 50 respondents. From 50 respondents, there are 27 of respondents or 54. 0% were single and about 23 of respondents or 46. 0% are married. Therefore, the researcher concluded that the customer of KFC KB Mall is single person because have higher percentage in the frequency distribution analysis. 4. 1. 5Frequency analysis by Education Level Responds to Education| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| SPM/SPV/MCE| 5| 10. 0| 10. 0| 10. 0| | Diploma/STP/STPM/HSE| 4| 8. 0| 8. 0| 18. 0| | Bachelor Degree| 37| 74. 0| 74. 0| 92. 0| | Master Degree and above| 4| 8. 0| 8. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 5 : Frequency analysis by education level Figure 4. 5 : Pie chart of frequency analysis by education level Table 4. 5 indicates that most of customer is at Bachelor Degree of education, which’s covered 37 respondents or 74. 0% of respondents. It is followed by customer from SPM/SPVM/MCE level with 5 respondents or 10. 0% respondents.On the other hand, there are about 4 respondents or 8. 0% respondents who are having the qualification of from Diploma/STP/STPM/HSE and 4 other respondents from Master Degree and above Responds to Income| | | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Below RM1,000| 17| 34. 0| 34. 0| 34. 0| | RM 1,000 – RM 1,499| 6| 12. 0| 12. 0| 46. 0| | RM 1,500 – RM 1,999| 5| 10. 0| 10. 0| 56. 0| | RM 2,000 – RM 2,499| 1| 2. 0| 2. 0| 58. 0| | RM 2,500 – RM 2,999| 4| 8. 0| 8. 0| 66. 0| | RM 3,000 and above| 17| 34. 0| 34. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 6 : Frequency analysis by income levelFigure 4. 6 : Bar chart of frequency analysis by income level Table 4. 6 indicates that 34% of the respondents have the personal income ranging below RM1,000. While, the next 34% of respondents have an income from RM3,000 and above. There are 12% of respondents have income ranging from RM1,000 to RM1,499, 10% of respondents have income from RM1,500 to RM1,999, 8% respondents from RM2,500 to RM2,999 and the last is 2% of the respondents’ income level is RM2,000 to RM2,499. 4. 1. 7Frequency Analysis by Occupation Responds to Occupation| | | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Government| 22| 44. | 44. 0| 44. 0| | Private| 3| 6. 0| 6. 0| 50. 0| | Business| 2| 4. 0| 4. 0| 54. 0| | Retired| 1| 2. 0| 2. 0| 56. 0| | Housewives| 1| 2. 0| 2. 0| 58. 0| | Student| 21| 42. 0| 42. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 7 : Frequency analysis by occupation Figure 4. 7: Pie chart of frequency analysis by occupation Table 4. 7 indicates that most of respondents are working at a government sector with 44% or 22 respondents. It is follow by respondents who are students with 42% or 21 respondents. And for private sector, it contribute respondents at 6% or 3 respondents, follow by 4% from business.Lastly is follow by retired and housewives which are each of them with 2% each. 4. 1. 8Frequency Analysis by frequency goes to KFC KB Mall per month Responds to Frequency| | | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Once per month| 26| 52. 0| 52. 0| 52. 0| | Two times per month| 8| 16. 0| 16. 0| 68. 0| | Three times per month| 10| 20. 0| 20. 0| 88. 0| | Four times per month| 3| 6. 0| 6. 0| 94. 0| | Five times per month| 1| 2. 0| 2. 0| 96. 0| | More than above| 2| 4. 0| 4. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 8 : Frequency Analysis by frequency goes to KFC KBMall per month Figure 4. : Pie chart of Frequency Analysis by fre quency goes to KFC KBMall per month Table 4. 8 shows that respondents who goes once per month to KFC KB Mall is the highest contribution to respondents which covered 52% or 26 of respondents. It is followed by three times per month which covered 20% or 10 of respondents. In the other hand, there are about 16% or 8 of respondents who goes to KFC KB Mall two times per month. Next is followed with more than above which 4% or 2 of respondents and the last is five timer per month which is 2% or 1 of respondents. 4. 1. 9Frequency Analysis by spending at KFC KB Mall Responds to Spent| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Below RM15| 11| 22. 0| 22. 0| 22. 0| | RM16 – RM30| 14| 28. 0| 28. 0| 50. 0| | RM31 and above| 25| 50. 0| 50. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 9 : Frequency Analysis by spending at KFC KBMall Figure 4. 9 : Bar chart of Frequency Analysis by spending at KFC KB Mall Table 4. 9 indicate that the highest spending by responden ts are RM31 and above which 50% or 25 of respondents. The second is from RM16 to RM30 which 28% or 14 of the respondents and lastly is the lowest, spending below RM15 which is 22% or 11 of the respondents. . 1. 10Frequency Analysis by Types of Products at KFC KB Mall Responds to Products| | | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Kids meal| 4| 8. 0| 8. 0| 8. 0| | Family meal| 15| 30. 0| 30. 0| 38. 0| | Individual meal| 19| 38. 0| 38. 0| 76. 0| | Burger| 7| 14. 0| 14. 0| 90. 0| | Snacks and desserts| 5| 10. 0| 10. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 10 : Frequency Analysis by Types of Products at KFC KBMall Figure 4. 10 : Pie chart of Frequency Analysis by Types of Products at KFC KB Mall Table 5. indicates that most of respondents are enjoy to choose individual meals where 19 respondents which are 38% of respondents. It was follow by family meals of 15 respondents where 30% of respondents. Meanwhile, the result for snack and dessert are 5 respo ndents where 10%. Furthermore about 7 respondents or 14% would buy burger. And lastly is follow by kids’ meal with 4 respondents or 8% respondents. 4. 2RELIABILITY ANALYSIS Reliability analysis is a measure of the internal consistency of a set of scale items. The more reliable a set of scale items, the more confidence score the researcher obtained.According the Rules of Thumb about Cronbach’s Alpha Coefficient Size, there is value between 0 until 1. The closer result to 1, the more reliable the scale of variable. When the result is below than 0. 5, the reliability is not effective. Alpha Coefficient Range| Strength of Association| ; . 6| Poor| .6 to ; . 7| Moderate| .7 ; . 8| Good| .8 to ; . 9| Very Good| .9| Excellent| Table 4. 11 Rules of Thumb about Cronbach’s Alpha Coefficient Size Based on Hair et al (2003), the reliability test can be interpreted according to the strength using Rules of Thumb. 4. 2. 1Reliability Analysis for Customer Loyalty Reliability St atistics|Cronbach's Alpha| N of Items| .774| 5| Table 4. 12 Reliability analysis for customer loyalty This is the reliability test for customer loyalty, which the Cronbach’s Alpha value is 0. 774. It means that the questions are good to be asked to the respondents. 4. 2. 2Reliability Analysis for Price Reliability Statistics| Cronbach's Alpha| N of Items| .796| 5| Table 4. 13 Reliability analysis for price This is the reliability test for price, which the Cronbach’s Alpha value is 0. 796. It means that the questions are good and reliable to be asked to the respondents. 4. 2. 3Reliability Analysis for Service Reliability Statistics|Cronbach's Alpha| N of Items| .990| 4| Table 4. 14 Reliability analysis for service This is the reliability test for service, which the Cronbach’s Alpha value is 0. 990. It means that the questions are excellent and reliable to be asked to the respondents 4. 2. 4Reliability Analysis for Brand Image Reliability Statistics| Cronbach's Al pha| N of Items| .685| 3| Table 4. 15 Reliability analysis for brand image This is the reliability test for brand image, which the Cronbach’s Alpha value is 0. 685. It is means that the questions are moderate and reliable to be asked to the respondents. 4. 2. 5Reliability Analysis for ProductReliability Statistics| Cronbach's Alpha| N of Items| .721| 5| Table 4. 16 Reliability analysis for product This is the reliability test for product, which the Cronbach’s alpha value is 0. 892. It is means that the questions are very good and reliable to be asked to the respondents. The finding result for reliability analysis Variable| Cronbach’s Alpha| Strength of Association| Customer Loyalty| 0. 856| Very good| Price| 0. 916| Excellent| Service| 0. 720| Good| Brand Image| 0. 930| Excellent| Product| 0. 892| Very good| Table 4. 17 The finding result for reliability analysis 4. 3PEARSON’S CORRELATION OF COEFFICIENTThe researcher used this method to analyze if there i s a measure relationship between two variables. The researcher used Pearson Correlation Matrix to test hypothesis because the questionnaire is an interval measurement of scale. Correlations| | | Price| Service| Image| Product| Response of customer| Price| Pearson Correlation| 1| . 938**| . 972**| . 986**| . 969**| | Sig. (2-tailed)| | . 000| . 000| . 000| . 000| | N| 50| 50| 50| 50| 50| Service| Pearson Correlation| . 938**| 1| . 949**| . 951**| . 926**| | Sig. (2-tailed)| . 000| | . 000| . 000| . 000| | N| 50| 50| 50| 50| 50| Image| Pearson Correlation| . 972**| . 49**| 1| . 984**| . 967**| | Sig. (2-tailed)| . 000| . 000| | . 000| . 000| | N| 50| 50| 50| 50| 50| Product| Pearson Correlation| . 986**| . 951**| . 984**| 1| . 979**| | Sig. (2-tailed)| . 000| . 000| . 000| | . 000| | N| 50| 50| 50| 50| 50| Response of customer| Pearson Correlation| . 969**| . 926**| . 967**| . 979**| 1| | Sig. (2-tailed)| . 000| . 000| . 000| . 000| | | N| 50| 50| 50| 50| 50| **. Correlation is signif icant at the 0. 01 level (2-tailed). | Table 4. 18 Summary of correlation data Correlations| | | Price| Response of customer| Price| Pearson Correlation| 1| . 969**| | Sig. (2-tailed)| | . 000| | N| 50| 50|Response of customer| Pearson Correlation| . 969**| 1| | Sig. (2-tailed)| . 000| | | N| 50| 50| **. Correlation is significant at the 0. 01 level (2-tailed). | Table 4. 19 Correlation between price and customer loyalty Hypothesis 1 Ho: Price does not contribute to the customer loyalty H1: Price does give high contribute to customer loyalty The finding from the data released that customer loyalty and price value is 0. Even the result shows that the value is significant and high relationship between two variables. Correlations| | | Response of customer| Service| Response of customer| Pearson Correlation| 1| . 926**| | Sig. (2-tailed)| | . 00| | N| 50| 50| Service| Pearson Correlation| . 926**| 1| | Sig. (2-tailed)| . 000| | | N| 50| 50| **. Correlation is significant at the 0. 01 le vel (2-tailed). | Table 4. 20 Correlation between service and customer loyalty Hypothesis 2 Ho: Service not gives impact to customer loyalty H1: Service gives impact to customer loyalty The finding from the data released that customer loyalty and service value is 0. Even the result shows that the value is significant and high relationship between two variables. Therefore the H1 will be accepted and H0 will be rejected. Correlations| | | Service| Image| Service| Pearson Correlation| 1| . 49**| | Sig. (2-tailed)| | . 000| | N| 50| 50| Image| Pearson Correlation| . 949**| 1| | Sig. (2-tailed)| . 000| | | N| 50| 50| **. Correlation is significant at the 0. 01 level (2-tailed). | Table 4. 21 Correlation between Brand image and customer loyalty Hypothesis 3 Ho: Brand image does not influencing the customer loyalty H1: Brand image is a big influencer the customer loyalty The finding from the data released that customer loyalty and brand image value is 0. Even the result shows that the valu e is significant and high relationship between two variables. Therefore the H1 will be accepted and H0 will be rejected. Correlations| | Product| Response of customer| Product| Pearson Correlation| 1| . 979**| | Sig. (2-tailed)| | . 000| | N| 50| 50| Response of customer| Pearson Correlation| . 979**| 1| | Sig. (2-tailed)| . 000| | | N| 50| 50| **. Correlation is significant at the 0. 01 level (2-tailed). | Table 4. 22 Correlation between product and customer loyalty Hypothesis 4 Ho: Product does not affecting customer loyalty H1: Product gives effect to the customer loyalty The finding from the data released that customer loyalty and product value is 0. Even the result shows that the value is significant and high relationship between two variables.Therefore the H1 will be accepted and H0 will be rejected. 4. 3REGRESSION ANALYSIS Model Summary| Model| R| R Square| Adjusted R Square| Std. Error of the Estimate| 1| . 980a| . 960| . 956| . 459| a. Predictors: (Constant), Product, Servi ce, Image, Price| Table 4. 18 Model Summary From the table of model summary above, the value of r square 0. 980. This means that 0. 980 of dependent variable are explain by independent variable that has been use in the research. This indicates the high percentage which means that almost all of the independent variables can be used in this research. ANOVAb| Model| Sum of Squares| df| Mean Square| F| Sig. | | Regression| 225. 636| 4| 56. 409| 267. 647| . 000a| | Residual| 9. 484| 45| . 211| | | | Total| 235. 120| 49| | | | a. Predictors: (Constant), Product, Service, Image, Price| b. Dependent Variable: Response of customer| Table 4. 18 ANOVA Regarding to the above table, the F-test is significant which is P value 0. 00 < 0. 05. It means that all the variables validated and accepted since the p-value less than 0. 05. Therefore the model is significant to other words at least one of independent variable is significant to predict the dependent variable. Coefficientsa| Model| Unstandardi zed Coefficients| Standardized Coefficients| t| Sig. | B| Std. Error| Beta| | | 1| (Constant)| . 015| . 266| | . 057| . 955| | Price| . 104| . 180| . 105| . 580| . 565| | Service| -. 057| . 080| -. 072| -. 718| . 476| | Image| . 146| . 159| . 158| . 917| . 364| | Product| . 727| . 225| . 788| 3. 232| . 002| a. Dependent Variable: Response of customer| Table 4. 19 Standard Coefficients The t-test shows the significant result for the dependent variable which is 0. 047 < 0. 05. Besides that, for the other variable which are corporate reputation and service quality where p value is < 0. 05 and it means there is significant relationship. CHAPTER 5: CONCLUSION AND RECOMMENDATIONS 5. INTRODUCTION For this chapter, the researchers will concludes all the information that had been mention from chapter one until chapter four. The researchers also included the suggestion and recommendation for KFC at KB Mall based on the finding in chapter four for future research in order to help other researc hers make improvement and thus provide useful information. 5. 1 CONCLUSION This research had been conduct to identify customer loyalty at KFC KB Mall. Customer is the most important asset for every business in the world. All the companies do not want to lose their own customer especially if customers turn away to the competitors.The researchers had found that the factors of customer loyalty based on price, service, brand image and product. Besides that, there have four hypotheses for this study, which can be prove. The result for hypotheses shows that all the independent variables that are price, service, brand image and product have significant relationship with customer loyalty but the most significant variable is product. In terms of the independent variables, the researchers found that product plays important factor that affecting to the customer loyalty because it has strong correlation which is, 0. 79. 5. 2 RECOMMENDATION Nowadays, there are many fast food restaurant have been built in Malaysia. So existence of the new fast food restaurants such as RasaMas, Chicken Rice Shop, and McDonald exist and they are really make good competition among them. Therefore, to reduce customer loyalty, it is important to KFC to be maintained as a number one in the fast food industry. Thus, through this study researchers willing to make some suggestions for KFC KB Mall and hope it can help in the future. 5. 2. 1 Training the StaffStaff at KFC KB Mall is very important to create long term relationship because they are person who meet customers and treats the order from customers. Therefore, KFC at KB Mall branch’s staff should be giving training maybe twice a year on how to overcome and how to communicate with the customers. Although it takes high cost for the company, KFC need to scarify to create high customer satisfaction. Through training, KFC’s staff can control their emotion when faces different customers who are uncontrollable and have different charac teristics.Furthermore, the staff also should have basic knowledge that can help customers to solved problems. 5. 2. 2 Faster counter services Counter service is important to increase customer loyalty. This is because customer always rushes for their time. Therefore, KFC KB Malls’ staffs need to limit time serving one customer. It can be done if KFC KB Malls’ staff can serve the customers’ immediately and not waste time. Besides that, KFC also need to improve in term of time taken order for one customer. This is because from the researcher observation, customer always complaint that they need to wait until 6 until 10 minutes for taken an order.Sometimes, customers urgently want to order the menu. So, KFC need to improve their process and use another way when make the serving menu. 5. 2. 3 Change the location Location also plays the important factors in giving the best service to the customer. Basically location at KB Mall is crowded because in front of KFC is Mc Donald, RasaMas, Chicken Rice Shop. So, there are many competitors there and customers hard to make choice to go to the fast food restaurant. KFC should find the places that surrounding the building do not have too many competitors that will affected their business.REFERENCES Kotler, P. , & Armstrong, G. (2012). Principles of Marketing. (14th ed. ). England: Pearson Education Limited. (n. d. ). Retrieved from http://www. kfc. com. my/about-kfc-malaysia. php (n. d. ). Retrieved from http://www. fastfoodmarketing. org/fast_food_facts_in_brief. aspx freedownload. is. (2011). Retrieved from http://freedownload. is/pdf/consumers-preference-and-consumption-13515192. html Jeffrey A. Krug. (2001). KFC and Global Fast Food Industry. Retrieved from http://www. oppapers. com/essays/Kfc-Global-Fast-Food-Industry/168890

The characters in Aeschylus’ Agamemnon create only fear and no pity in each other and in the audience

I agree with this statement to a certain extent, however, I think it does not represent the whole of the Agamemnon. I think that what invokes pity, are events, rather than characters, that have preceded the play. There are mixes of passive and fearsome characters in the Agamemnon. Clytemnestra and Aegisthus are an example of fearsome characters, when she kills Agamemnon and Cassandra, and he threatens the chorus near the end of the play. The chorus are relatively passive throughout the play until aggressive actions towards Aegisthus at the end.The first idea of fear that does appear in the play is with the prologue of the play with the watchman; â€Å"Whenever I find myself shifting my bed about at night, wet with dew, unvisited by dreams because fear instead of sleep stands at my side to stop my eyes closing fast in slumber†¦Ã¢â‚¬  (l. 13) This is immediately demonstrative of the fear that his mistress, Clytemnestra, instils in him. It affects the watchman so much so, that hi s fear stops his â€Å"eyes closing fast.†This is the first indicator in the play that Clytemnestra is stepping into her role as the ‘Iron Lady’ of Greece. We know that she has set up a type of communication which allows her to know whether or not the Greeks have beat the Trojans, and whether or not their coming back. This gives her time to prepare her trap. I think for this reason, she probably emphasised the importance of the watchman’s role, and the punishment that would be inflicted should he fail his task.The chorus also demonstrate fear â€Å"There were times I thought I’d faint with longing [for the Greek armies to return]† â€Å"I have long had silence as my medicine against harm l. 539. † This is not implicit as to who will â€Å"harm† them if they ever break their silence, but they are obviously trying to hide something from the herald and the â€Å"kings† that have returned. The dramatic irony in this play also shows how the audience and the chorus know something that the herald and the kings do not know.It seems like Clytemnestra has secured their silence, to make sure that the men returning home do not know about the doom that awaits their King Agamemnon. An abstract idea of fear that is presented by Aeschylus is through Clytemnestra, by demonstrating the potency of fear, and how it can make people do things that they would not otherwise do. She makes Agamemnon step on the purple fabric through her.

Research Paper on Breast Cancer

Research Paper on Breast Cancer According to the National Alliance of Breast Cancer Organizations (NABCO, 2002), breast cancer is the second most common form of cancer in women in the United States, falling only behind skin cancers. This is why it is such an important disease to understand. Throughout this paper there will be information about various issues which deal with breast cancer, in an attempt to give better insight to the disease. First there will be a brief discussion on the normal and altered physiology of the breast followed by the etiology and possible causative factors. Next there will be signs and symptoms which result from these alterations. Finally, the research paper will be ended with some complications and the prognosis of this disease. Although breast cancer occurs in both men and women the prevalence is low in men. Out of every 100 women who are diagnosed with breast cancer only one man is which is why this paper will concentrate on the disease process in women. (ACS) (American Cancer Society [ACS], 2002) Please refer to the illustration above for help in understanding the structure of a normal breast. The female breast is primarily made up of lobules, ducts, and stroma. Lobules are milk producing glands, ducts are the milk passages that connect the lobules to the nipple and stroma is fatty and connective tissue that surrounds the ducts, lobules, blood vessels and lymphatic vessels. Lymphatic vessels carry lymph, a clear fluid containing waste products and immune cells. There are also lymph nodes along the lymphatic vessels; these nodes are bean-shaped collections of immune cells. Most lymphatic vessels of the breast connect to axillary lymph nodes which can be found in the armpit. Other nodes, such as internal mammary nodes and supra/infraclavicular nodes can also be found inside the chest or above and below the collarbone. (ACS, 2002) According to NABCO cancer is a group of more than 100 different diseases and occurs when cells become abnormal and are without control or order. The cells then continue to divide if when new ones are not needed. During the change from a normal cell to a cancerous cell, however, the cells requires many different gene alterations. Eventually these altered genes form a tumor which may be benign (non-cancerous) or malignant (cancerous). A benign tumor can damage local tissue but fortunately will not spread to other parts of the body. Malignant tumors on the other hand spread to other areas of the body damaging and destroying healthy tissue. (NABCO, 2002) A gene that is commonly found in breast cancer patients which have a high incidence of familial causes is the BRCA gene. Unfortunately inherited breast cancer only accounts for 10 % of the approximately 200,000 cases which are diagnosed each year. Molecular biologist, Masaaki Hamaguchi, of Cold Springs Harbor Laboratory has developed a theory that may give insight to the other 90% of breast cancer cases. While comparing healthy and cancerous cells of 200 women diagnosed with the disease his team noticed that a gene called DBC2 had been completely deleted in the cancerous cells of seven women. The team then looked at 56 more cancerous and 19 more healthy tissue samples for messenger RNA (mRNA). The mRNA showed up in all of the healthy cells while the mRNA was missing in 58% of the breast cancer tissue. This recent discovery may aid in the detection of the underlying causes of breast cancer. (Beckman, 2002) As stated earlier the gene which causes inherited breast cancer is better understood. BRCA is a tumor suppressor gene. This gene is normally programmed to slow down cell division or cause cells to die at the right time. In the case of breast cancer DNA mutations cause the BRCA gene to â€Å"turn off† allowing cancer cells to multiply. (ACS, 2002) There are believed to be many risk factors of this disease, unfortunately, the reasons for the many of the risks are often unclear. The most validated reason for breast cancer is estradiol exposure. For this reason, being a woman is the greatest risk factor of all. Women have many more breast cells which are constantly being exposed to growth hormones. White women are also higher risk than their black counterparts, though the reason for this is not known (Apantaku, 2000) (ACS, 2002) Due to estradiol, an early onset of menses or the late development of menopause puts a woman at greater risk because there are an increased number of menstrual cycles leading to extra estradiol production. For this same reason, women whose cycles are shorter than 25 days; women who have used conventional animal estrogens or synthetic hormone for more than five years; and those women who used birth control before their first pregnancy, before 20, or for more than five years before 35 double and possibly triple the risk for developing breast cancer. (Samet) Hereditary, dietary and lifestyle factors are also contributors to beast cancer risk. Women whose mothers had breast cancer are at twice the risk for developing this disease, generally the younger the mother is at the time of diagnosis the greater the risk. If a sister has breast cancer or a brother has prostate the risk can increase even more. Diets high in fat are also linked to this illness; because more fat cells produce more estrogen, high fats promote early onset of menstrual cycle, and there are hydrogenated fats from trans-fatty acids found in margarine which are considered cacogenic. Increased alcohol consumption also promotes increased estrogen levels. Lack of regular, physical exercise can also be a risk factor, because exercise directly decreases estradiol absorption and improves immune response. (Samet) Now that some of the risk factors are known, can breast cancer be prevented? While it is not possible to completely prevent the disease it is possible to reduce the risk with a hormone called Tamoxifen. Tamoxifen is an antiestrogen drug which is most often taken in pill form for approximately five years. This hormone is not only used as a preventive treatment for development of cancer in those people who have not had it , but it is also used to prevent a second episode of the disease and to prevent further tumor development during the actual disease process. After taking the hormone for five years 49% fewer women were found to  have breast cancer than women with the same risk factors who did not take the hormone. Unfortunately, this therapy does not come without side effects. The use of this drug increases the risk for developing uterine carcinoma, a rare and potentially serious condition. Other side effects include weight gain, mood swings, hot flashes, blood clots and cataracts. Because of these serious side effects it is important for a patient to weigh their options, but more often then not the benefits prevail. (ACS, 2002) Symptoms found with breast cancer are masses, pain, erythema, nipple drainage, and enlarged lymph nodes. The most common complaint which causes women to seek medical attention is a breast mass. Approximately 90% off all masses found are due to benign lesions. Masses that are smooth and rubbery are usually a result of fibroadenoma and occur in the 20s or 30s while cysts are what are commonly found in women in their 30’s and 40’s. The etiology for fibroadenoma is unknown, but the pathogenesis is a clonal stromal component. There is proliferation of both the ducts and the stroma, numerous fibroblasts of the stroma can be seen along with a pale eosinophilic cytoplasm. The typical duct epithelium often lines the glandular spaces which may lead to compression because of this fibrous proliferation. (National Breast Cancer Foundation [NBCF]), (Sanders) There are two types of breast pain, cyclic and non-cyclic. Cyclic pain is related to a woman’s cycle. Non-cyclic pain however, is often only experienced in certain area of the breast. This pain may sometimes be caused by injury or trauma to the breast such as after a breast biopsy. It is associated with both pre and post menopausal women and is most common in 40 to 50 year old. Although these pains often subside after a couple of years and are not usually associated with breast cancer the possibility still exists and therefore should be discussed with a physician. (Imaginis, 2001) Another symptom is erythema, an abnormal redness of the skin. There is dilation of the superficial capillaries of the skin which then leads to inflammation and redness. The tumor or cyst may cause this hypersensitive, inflammatory reaction, although it is not known for sure. Yet another symptom related to breast cancer can be nipple discharge. The majority of nipple discharges are associated with non-malignant changes and are often caused by hormonal changes. Discharge is a concern when it is bloody, sticky and clear, brown or black, is spontaneous, or unilateral. About 90% of bloody discharges are the cause of papilloma or infection; a papilloma is a non-cancerous tumor that has a branch or stalk which reaches into the breast duct. This tumor is also malignant almost 10% of the time occurring unilaterally, so further diagnostic testing should be preformed. (Imaginis, 2000) Finally, discussion of the last symptom of breast cancer is enlarged lymph nodes. The enlargement is due to the production of additional white blood cells which helps ward off infection. The infections that cause this inflammation are often benign, but can be caused by the presence of cancer cells. Unfortunately, the only way to find out whether the cause of the swelling is cancerous or non-cancerous is to perform a biopsy. However, some signs are more associated with being benign, such as, a node that is less than one centimeter in size, and is soft, rubbery and tender. (Imaginis, 2001) Lymph nodes are also the key factors in staging breast cancer and determining the prognosis of a patient. Stage one show a tumor which is less than 2 cm in size with no lymph node involvement or metastasis. In stage four the tumor size is not applicable, nor is lymph node involvement, but there is metastasis of other tissues. In stage one there is a 98% five year survival rate while in stage four there is only a 16% five year survival rate. For this reason it is important to perform self breast exams and receive yearly mammograms after the age of 40. The sooner the cancer is detected the quicker treatment can be started, and early treatment dramatically increases chances of survival. (NBCF, 2002) Complications of this disease of course include death, but also fatigue which is usually associated with the treatment of the disease. Death caused by rapidly metastasizing cancerous agent is nearly unavoidable in later stages of the disease which again is why early detection is so critical. Fatigue related to treatment, which is due to the loss of so many cells and important energy producing agents can be helped. A recent study showed that exercise during treatment dramatically improved the energy levels of the patients, both physically and mentally. (NBCF, 2002) As one may see from the above information of etiology, signs and symptoms, and potential complications of this disease, breast cancer is a serious disease that should not be taken lightly. In order to prevent complications, it is important for women to perform self exams, get regular mammograms, and maintain a healthy lifestyle, so that if the disease does occur there is optimal prognosis.

An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove Essays

An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove Essays An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove Paper An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove Paper An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove Introduction The pace of change in the marketing communications industry has accelerated with the advent of the Internet and new media technologies. New technologies create new ways for marketers to reach consumers and are having an impact on the more traditional media, in terms of greater fragmentation of these media (Belch Belch). For the purpose of this report, the official website of Dove will be critically evaluated. With effective use of the response hierarchy models, an analysis will be conducted on how Dove is exploiting the Web for influencing consumers. The Role of Integrated Marketing Communications (IMC) â€Å"Marketing communications is a management process through which an organisation engages with its various audiences. Through understanding an audience’s communications environment, organisations seek to develop and present messages for their identified stakeholder groups, before evaluating and acting upon the responses. By conveying messages that are of significant value, audiences are encouraged to offer attitudinal and behavioural responses† (Fill 2005, pp. 7). It was during the 1980s that firms started moving towards IMC, which essentially acknowledges the added value of a comprehensive plan that strategically evaluates the roles of a variety of communications tools and effectively combines these tools to provide maximum impact of communications (Belch Belch, 2004). Traditionally there are five principal marketing communications tools which include advertising, sales promotion, personal selling, public relation and direct marketing. Purpose of the website The website of a company can be considered as a promotional event on its own. The web is a place for individuals to communicate with others, organisations and individual alike (Rowley, 2004). The primary purpose behind the Dove website is to act as a rich information source targeted at the consumer; essentially females of all age groups. Such websites are generally referred to as non-transactional brochure websites. The website aims to provide information about the Dove brand, Dove products, Real Beauty philosophy and tools to attract users and enabling them to interact with the company. Although Dove does not sell directly to the consumer, unlike Body Shop, the website is very customer-centric due to the nature of the creative communications strategy – ‘Real Beauty’. Communications Objectives The communication objectives can vary from creating and increasing brand awareness to changing perceptions about the philosophy of the company that would ultimately affect behaviour. Possible communications objectives may include education and information, branding and image building, affecting attitudes, and loyalty and reminding (Christopher et al, 1995). In the case of Dove, the umbrella communication objective is to provide information to effectively change the target consumer’s knowledge, perceptions and attitudes towards the brand, which would eventually change behaviour. The content of the website is focused on the objective of branding, via brand building activities with the use of the marketing communications tools. The communication objectives also include dissemination of information about new and existing products, and about the Real Beauty campaign and the various activities and promotions that are linked with it, which are strongly aimed on changing mindsets of the target audience. Also included in the objectives is creating relationships (Rowley, 2004) and attaining customer loyalty, through direct interaction with customers and finding ways of making the brand more meaningful to them. Evaluation of the Response Hierarchy Models Belch Belch (2004) believe that perhaps the most important aspect of developing successful marketing communications programmes involves a comprehension of the response process the receiver may go through and how the promotional efforts of the marketer influence responses of the target consumers. The three renowned models of the response process include the AIDA model (Christopher et al, 1995; Fill, 2005; Belch Belch, 2004), hierarchy of effects model and the information-processing model (Fill, 2005; Belch Belch, 2004; Huizingh et al, 2003). The stages in all three models are represented by the cognitive, affective and behavioural stage. The hierarchy of effects model is based on the assumption that a consumer passes through a sequence of steps, which include awareness, knowledge, liking, preference, conviction and purchase. While most of the steps in the information-processing model are similar to those of the hierarchy of effects model, a new step introduced is that of retention, which pertains to a customer retaining relevant information. The hierarchy of effects model is known to be effective in advertising (Belch Belch, 2004; Fill, 2005) and Huizingh et al (2003) has proven through experiments, the effectiveness of the model to websites as a marketing tool. Linking Marketing Communications Tools to Response Stages An analysis is undertaken below to identify the tools that appear to be the most effective at each stage of response. Advertising The core theme of the website is to inform the target audience about Dove’s philosophy of beauty, which is that, â€Å"beauty comes in different shapes, sizes and colours†. The philosophy is aimed at touching a nerve of females of all age groups and is in stark contrast with the popular culture which bombards us with unrealistic images of physical perfection (www. unilever. com). The brand pyramid exhibited below shows what Dove, as a brand, stands for at a glance. The website contains a section dedicated to Real Beauty which contains TV ads, inspirational articles, health and beauty articles, campaign promotions, awards, Ask the Expert feature and interactive beauty tools. There has been an argument over the effectiveness of ESPs (Emotional Selling Points) versus USPs (Unique Selling Points), wherein the former focuses on brand values based on emotion and imagery and the latter on a more functional, rational approach (Fill, 2005). Dove’s campaign clearly highlights the ESPs, as they stir a chord in the women’s heart, therefore creating both cognitive and affective responses. A slight area of concern about the Real Beauty Campaign is that while Ad Age (Neff, 2004) might consider the campaign as a step forward, with Dove’s sales increasing over the years, it is still to be seen how the campaign will be received over the long-term. Dove was initially launched with a unique functional benefit strengthened by support from dermatologists and formed a strong emotional link through its one-fourth moisturising cream. That struck a chord with women who liked Doves qualities of simplicity, gentleness and truthfulness, thereby creating a strong bond of trust. The Real Beauty campaign focuses on an important issue that women are facing worldwide but it may well be seen slightly disconnected with the brand’s history and prior positioning. Sales Promotion The sales promotions offered at the website include giving out free samples of Calming Night, Ultimate Clean, Good Stuff shampoo and Real Beauty T-shirts (on ? 15 purchases). All the free sampling is done for new products which are launched within their own interactive sections on the website. These sections assume the role of interactive advertisements on the net. The tool of sales promotion is therefore effectively being used on the website to induce trial of new products and can lead to covering all the stages in the hierarchy of effects model, starting from brand awareness (cognitive stage) to leading them to the behavioural stage (ordering free samples or purchasing Dove products worth ? 15). Direct Marketing The browser is enticed to join â€Å"YourDove† and register for Dove Dimension e-newsletter or magazine. â€Å"YourDove† entitles the user to previews of special offers and product innovations, articles from â€Å"Opera. om†, access to beauty editors and expert’s advice and provides tips to create their own personalised beauty care routines. Toll free contact numbers are available on the website for customer support and emergency calls. The website provides a link to enable the browser to give feedback to Dove and â€Å"Add Your Details† option. The direct marketing on the Dove website influence the browser at the cognitive and affective stages in the model. Public Relations One of the most crucial aspects in the success of the Real Beauty campaign has been the effective use of PR to affect the consumers at the cognitive and then the affective stage. The â€Å"Dove in the News† section contains a number of press releases that were published in various newspapers and magazines. The Power of Word of Mouth (WoM) All product detail pages have a link to enable the browser to send the page to a friend by email. A link for the campaign for Real Beauty website (www. campaignforrealbeauty. com) is available in the Real Beauty section, which takes the browser into a detailed version of the activities related to the campaign (advertisements, surveys, Self Esteem Fund, voting by browsers on their notions of their beauty, message board for females etc. . This provides the browsers with an online platform to engage in meaningful dialogues about the campaign by sharing their views and experiences, which results in an overwhelming experience for the browsers. This takes the concept of the effectiveness and power of WoM to a new level, thereby affecting the browser at a cognitive level and possibly at the affective level in case of the onl ine forum, if he/she happens to read some really heart-warming experiences. Other important elements of the website There is consistency and clarity in the flow of the website and the use of brand colours, language and design aspects give a very welcoming feel to the browser. One aspect of peculiar interest in the website is the â€Å"We’re listening† section wherein the browser can find the FAQ, store locator and contact us sections. The FAQ section contains information on Dove’s promotions and offers, the availability of coupons in newspapers and magazines and the plans of making these coupons available to Dove subscribers. If a consumer has to track an order that he places, the only way is via emailing Dove, as they do not email the consumers about how the item is being tracked, which is a weakness of the website. It is intriguing to note that information about product ingredients, product lifetime and information about some of the brand values is in the FAQ section. Facts like Dove is committed with a limited number of organisations in donating products for charity, the company’s ethical stance on animal testing and its stance on recycling and environment are only available in the FAQ section. Other information about Dove’s beauty philosophy including the Self Esteem Fund etc. is also found in the FAQ section. The problem here is that vital information about the brand is lying in a section, which is quite invisible to the browser. Notably this information can play a key role at the cognitive stage. Conclusion Recommendations It has been noted that the Internet is having a huge impact on the marketing communications programmes of companies. The hierarchy of effects model was used to analyse how Dove is exploiting the Web for influencing consumers. In this analysis of the website, it is concluded that the marketing communications tools of advertising, sales promotion public relations, direct marketing and word of mouth have been effectively used to influence the browser at the cognitive and affective stages of response. It is seen that the tools can influence the browser at more than one stage at a particular time. It appears that the tools of advertising, direct marketing, public relations and word of mouth, in case of Dove’s website, influence the browser at the cognitive and affective levels. Sales promotion, however, seemingly has an influence on the cognitive, affective and behavioural stages of response. The website overall is quite focused on the creative communication platform of Real beauty, which is integrated into many features of the website, which influences the browser strongly at the affective stage. The weaknesses of the website include the lack of visibility of brand values to the browser, so it is recommended that a separate section for brand values should be created. Also, some of the aspects of the website are not integrated well, especially those pertaining to sales promotions, for which the browser has to visit another linked website. If these features were better integrated into the website, it would create a more synergising and integrated experience for the browser. Lastly, while the Real Beauty campaign, which is at the heart of Dove’s marketing communications strategy, is creating waves in the media presently, not much can be said about the future of the campaign as it deviates ever so slightly from the previous positioning of the brand. Never the less, Dove appears to be a very caring and supportive brand. The website achieves the communications objectives satisfactorily and can therefore be deemed as successful. It influences the browser more at the cognitive and affective stages of response and lesser at the behavioural stage, which is acceptable due to the non-transactional nature of the website. Appendix Screenshot 1 Screenshot 2 Screenshot 3 Screenshot 4 Screenshot 5 Screenshot 6 Screenshot 7 List of References Kotler, P. (2003), Marketing Management, 11th ed. , Pearson Education, Inc. Baker, J. M. (1996), Marketing: A introductory text, 6th ed. , MacMillan Books, pp. 50-66, 342-412. Belch, E. G. Belch, A. M. (2004), Advertising and Promotion: An Integrated Marketing Communications Perspective, 6th ed. , McGraw-Hill. Berger, E. I. , Cunningham H. P. Kozinets, V. R. (1999), Consumer persuasion through Cause-Related Advertising, Advances in Consumer Research, Volume 26, pp. 491-497. Berthon, P. , Pitt, L. Watson, T. R. (1996), Marketing communication and the World Wide Web, Business Horizons, pp. 24-32. Brin? ol, P. , Petty, E. R. Tormala, L. Z. (2004),Self-Validation of Cognitive Responses to Advertisements, Journal of Consumer Research, Inc. , Vol. 30, pp. 559-573. Cartwright, R. (2002), Mastering Marketing Management, Palgrave Master Series. Chang, Y. Thorson, E. (2004), Television and Web advertising synergies, Journal of Advertising, Vol. 33, No. 2, pp. 75-84. Christopher, M. McDonald, M. (1995), Marketing: An introductory text, MacMillan Press Ltd. , pp. 2 00-250. Elliott, R. (1998), A model of emotion-driven choice, Journal of Marketing Management, Vol. 14, pp. 95-108. Fill, C. 2005), Marketing Communications: Engagement, strategies and practice, 4th ed. , Prentice Hall Financial Times. Hansotia, J. B. Rukstales, B. (2002), Direct marketing for multi-channel retailers: Issues, challenges and solutions, Journal of Database Marketing, Vol. 9, No. 3, pp. 259–266. Huizingh, E. R. K. E. Hoekstra, C. J. (2003), Why do consumers like websites? , Journal of Targeting, Measurement and Analysis for Marketing, Vol. 11, No. 4, pp. 350–361. Katrandjiev, I. H. (2000), Some aspects of measuring Integrated Marketing Communications (IMC), Economics and Organisation, Vol. , No. 8, pp. 87-93. Kolesar, B. M. Galbraith, W. R. (2000), A services-marketing perspective on e-retailing: implications for e-retailers and directions for further research, Internet Research: Electronic Networking Applications and Policy, Vol. 10, No. 5, pp. 424-43 8. Lagrosen, S. (2005), Effects of the internet on the marketing communication of service companies, Journal of Services Marketing, Vol. 19, No. 2, pp. 63–69. Neff, J. (2004), A step forward: In Dove ads, normal is the new beautiful, Advertising Age, Crain Communications Inc. ampaignforrealbeauty. com/uploadedFiles/US/campaign_press/advertising_age_092704. pdf Priester, R. J. Petty, E. R. (2003), The influence of spokesperson trustworthiness on message elaboration, attitude strength, and advertising effectiveness, Journal of Consumer Psychology, Vol. 13, No. 4, pp. 408–421. Rossiter, R. J. Bellman, S. (2005), Marketing communications: Theory and applications, Pearson Prentice Hall, pp. 3-40. Rowley, J. (2004), Just another channel? Marketing communications in e-business, Marketing Intelligence Planning, Vol. 22 No. , pp. 24-41. Rowley, J. (2001), Remodelling marketing communications in an Internet environment, Internet Research: Electronic Networking Applications a nd Policy, Vol. 11, No. 3, pp. 203-21. Unilever website unilever. co. uk/ourbrands/casestudies/dove_casestudy. asp unilever. com/Images/2004%2018%20May%20Goldman%20Sachs%20Conference%20-%20Speech_tcm13-5247. pdf Wyer Jr. , S. R. (2005), Emergent moderators of affective response in consumer behaviour, Special session summary, Advances in Consumer Research, Vol. 32, pp. 38-41.

Battle of Belmont in the Civil War

Battle of Belmont in the Civil War Battle of Belmont - Conflict Date: The Battle of Belmont was fought November 7, 1861, during the American Civil War (1861-1865). Armies Commanders Union Brigadier General Ulysses S. Grant3,114 men Confederate Brigadier General Gideon Pillowapprox. 5,000 men Battle of Belmont - Background: During the opening stages of the Civil War, the critical border state of Kentucky declared its neutrality and announced it would align opposite the first side that violated its borders. This occurred on September 3, 1861, when Confederate forces under Major General Leonidas Polk occupied Columbus, KY. Perched along a series of bluffs overlooking the Mississippi River, the Confederate position at Columbus was quickly fortified and soon mounted a large number of heavy guns which commanded the river. In response, the commander of the District of Southeast Missouri, Brigadier General Ulysses S. Grant, dispatched forces under Brigadier General Charles F. Smith to occupy Paducah, KY on the Ohio River. Based at Cairo, IL, at the confluence of the Mississippi and Ohio Rivers, Grant was eager to strike south against Columbus. Though he began requesting permission to attack in September, he received no orders from his superior, Major General John C. Frà ©mont. In early November, Grant elected to move against the small Confederate garrison at Belmont, MO, located across the Mississippi from Columbus. Battle of Belmont - Moving South: To support the operation, Grant directed Smith to move southwest from Paducah as a diversion and Colonel Richard Oglesby, whose forces were in southeast Missouri, to march to New Madrid. Embarking on the night of November 6, 1861, Grants men sailed south aboard steamers escorted by the by the gunboats USS Tyler and USS Lexington. Consisting of four Illinois regiments, one Iowa regiment, two companies of cavalry, and six guns, Grants command numbered over 3,000 and was divided into two brigades led by Brigadier General John A. McClernand and Colonel Henry Dougherty. Around 11:00 PM, the Union flotilla halted for the night along the Kentucky shore. Resuming their advance in the morning, Grants men reached Hunters Landing, approximately three miles north of Belmont, around 8:00 AM and began disembarking. Learning of the Union landing, Polk instructed Brigadier General Gideon Pillow to cross the river with four Tennessee regiments to reinforce Colonel James Tappans command at Camp Johnston near Belmont. Sending out cavalry scouts, Tappan deployed the bulk of his men to the northwest blocking the road from Hunters Landing. Battle of Belmont - The Armies Clash: Around 9:00 AM, Pillow and the reinforcements began arriving increasing Confederate strength to around 2,700 men. Pushing forward skirmishers, Pillow formed his main defensive line northwest of the camp along a low rise in a cornfield. Marching south, Grants men cleared the road of obstructions and drove back the enemy skirmishers. Forming for battle in a wood, his troops pressed forward and were forced to cross a small marsh before engaging Pillows men. As the Union troops emerged from the trees, the fighting began in earnest (Map). For around an hour, both sides sought to gain an advantage, with the Confederates holding their position. Around noon, the Union artillery finally reached the field after struggling through the wooded and marshy terrain. Opening fire, it began to turn the battle and Pillows troops began falling back. Pressing their attacks, the Union troops slowly advanced with forces working around the Confederate left. Soon Pillows forces were effectively pressed back to the defenses at Camp Johnston with Union troops pinning them against the river. Mounting a final assault, the Union troops surged into the camp and drove the enemy into sheltered positions along the riverbank. Having taken the camp, discipline among the raw Union soldiers evaporated as they began plundering the camp and celebrating their victory. Describing his men as demoralized from their victory, Grant quickly grew concerned as he saw Pillows men slipping north into the woods and Confederate reinforcements crossing the river. These were two additional regiments which had been sent by Polk to aid in the fighting. Battle of Belmont - The Union Escape: Eager to restore order and having accomplished the objective of the raid, he ordered the camp set on fire. This action along with shelling from the Confederate guns at Columbus quickly shook the Union troops from their reverie. Falling into formation, the Union troops began departing Camp Johnston. To the north, the first Confederate reinforcements were landing. These were followed by Brigadier General Benjamin Cheatham who had been dispatched to rally the survivors. Once these men had landed, Polk crossed with two more regiments. Advancing through the woods, Cheathams men ran into straight into Doughertys right flank. While Doughertys men were under heavy fire, McClernands found Confederate troops blocking the Hunters Farm road. Effectively surrounded, many Union soldiers wished to surrender. Not willing to give in, Grant announced that we had cut our way in and could cut our way out just as well. Directing his men accordingly, they soon shattered the Confederate position astride the road and conducted a fighting retreat back to Hunters Landing. While his men boarded the transports under fire, Grant moved alone to check on his rear guard and assess the enemys progress. In doing so, he ran into a large Confederate force and barely escaped. Racing back the landing, he found that the transports were departing. Seeing Grant, one of the steamers extended a plank, allowing the general and his horse to dash aboard. Battle of Belmont - Aftermath: Union losses for the Battle of Belmont numbered 120 killed, 383 wounded, and 104 captured/missing. In the fighting, Polks command lost 105 killed, 419 wounded, and 117 captured/missing. Though Grant had achieved his objective of destroying the camp, the Confederates claimed Belmont as a victory. Small relative to the conflicts later battles, Belmont provided valuable fighting experience for Grant and his men. A formidable position, the Confederate batteries at Columbus were abandoned in early 1862 after Grant outflanked them by capturing Fort Henry on the Tennessee River and Fort Donelson on the Cumberland River. Selected Sources CWSAC Battle Summary: Battle of Belmont HistoryNet: Battle of Belmont

Explain the Benefits of Gaining International Business Experience and Essay

Explain the Benefits of Gaining International Business Experience and Working as an Expat - Essay Example It will help in understanding cross cultural situations and will eventually contribute to the native country’s cultural competence by making it more competitive and booming in the global marketplace. Benefits are offered to a worker depending upon the region in which a person is operating. A person working in some parts of Europe might not get the same benefits which would be offered in Middle East. Some of the most common benefits which are offered in most of the countries include the following. Many employers offer their employees a 30 day paid vacation. Individuals working at some senior status positions often get 40 days paid vacation. The benefits of vacation vary depending upon the size and status of family i.e., married, single or family. Most positions outside the native country offer a â€Å"Yearly Contract Completion Bonus†. Employers held this type of bonus in escrow and paid to their employee when they re-patriate to their home country. Most of the positions offer transportation allowance to facilitate their employees. Others also furnish the automobiles. Generally, furnishing a car is primarily for those employees who are at sales positions or senior level. While working as an expatriate, some companies offer other benefits which include incentive bonuses, child education, perks, performance increases etc. All benefits are explicated by the recruiting staff of the relevant company. Richard Fearon. "Financial director."  Why getting international experience matters  . 28th November 2010. Web. 10th September 2012.