A Story Of The Tell Tale Heart

A Story Of The Tell Tale Heart Everyone adores a decent story! We have been recounted stories since a youthful age; additionally as we grow up; we keep on being encircled by them. Be that as it may, what makes a decent and intriguing story? For me so as to address this inquiry, I have picked three short stories to assess them, which are The Tell Tale Heart, The Monkeys Paw and The Landlady. The primary elements of the three stories referenced above are the class, characters and the setting. The class of the story doesnt must be advanced, however it should enlighten us regarding the point of the story, for example, is the story intended to make us snicker or cry? The Tell Tale Heart: The Tell Tale Heart is a short story is composed by Edger Allan Poe in 1843. The intriguing piece of the story is the blame of a psycho who hears the core of the elderly person he has executed despite everything beating. In spite of the fact that the perusers are given an uncommon knowledge into the brain of a maniac, however what is uniquely of intrigue is that this lunatic is in clear disavowal of his madness and he acts like a kid who has accomplished something incorrectly and realizes that the perusers know it. Truth be told it is inside the initial two sentences of the story that the storyteller feels he should persuade to the perusers of his rational soundness yet not franticness Very horribly anxious I had been and am; however what will you say that I am distraught. Another fascinating point was made by the creator the manner by which the storyteller talks change quickly. At the point when the storyteller initially shields his mental soundness, he appears to be quiet, loose, and even canny. Afterwards like the above entry he is by all accounts meandering aimlessly like a crazed insane person. It is the point at which he is quiet in his way of discourse, which he is in his most profound condition of a refusal, to the time where he nearly persuaded of his mental soundness. It is fascinating to note next to the undeniable certainty that it is difficult to hear everything in the paradise and earth, the imagery that can be found in his discourse I heard numerous things in hellfire. This announcement is the storytellers subliminal. After the storyteller submitted the homicide of the elderly person, he began talking about the safety measures he took; insurances that he accepted just a normal man could have taken. Where things truly get intriguing is the point at which the storyteller thrusts in to execute the elderly person. He screamed once-just a single time. The shout of the elderly person something that could without much of a stretch be discernible to the neighbors causes the storyteller no tension. Truth be told the storyteller very quickly moves its consideration back to the heart. He hears the old keeps an eye on heart pulsating irately, alarmed for his life. It is anyway not the old keeps an eye on heart which the storyteller is hearing yet it is his own heart. The creator accomplishes something exceptionally sharp in the above part, he further depicts the storytellers distorted feeling of reality by portraying the feeling of nervousness that the storyteller gets from the uproar of the old keeps an eye on heart, expecting that it will wake the neighbors. The best imagery between a heart, the storytellers excessively hearing and a soul comes toward the finish of the story. Where the storyteller figures out how to persuade the cops that there is nothing dubious at the house except for then the heart becomes possibly the most important factor by and by. Obviously the storyteller isn't hearing a genuine commotion, yet is experiencing the signs of his infuriated psyche. Scoundrels! I avoided, disguise no more! I concede the deed!tear up the planks!here, here!it is the pulsating of his ghastly heart. The storytellers craziness parts with him to the police, he cannot bear it any more and he shouts out his liable admission. Through the appearance of the storytellers frenzy, Poe depicts the keeps an eye on cognizance as the pulsating of his heart. Fundamentally the storyteller is hearing his very own physical portrayal blame. The captivating, however tangled, perspective through which the story is depicted is stunningly never really point where Poe has his perusers looking over the franticness to isolate what is really going on, from how the storyteller sees things are going on. Poe utilizes imagery and perspective as his most prominent resources, and expertly depicts the request to frenzy. In its virtuoso effortlessness, Poe utilizes the storytellers ceaseless disavowal to persuade the peruser of his undoubted madness. The Monkeys Paw: The Monkeys Paw is a short story is composed by W. W. Jacobs. The intriguing piece of the story starts when disaster strikes the White Family, when Sergeant Major Morris brings a Monkeys Paw into their lives which is said to concede three wishes. This story had three primary parts. These parts were the principal wish, the primary wish conceded and the second and the third wishes. The manner in which writer has utilized day, night and the climate toward the start of the story quickly catches the perusers enthusiasm by clarify that it is a terrible day with nothing to look forward, when he says the night was cold and wet in the little parlor of laburnum villa㠢â‚ ¬Ã¢ ¦. Most of the storys scenes occur around evening time, leaving just a couple of scenes in light. During the night, the climate is rarely wonderful and regularly agitating, however during the day the climate is not too bad. The writer deliberately sets the emotional scenes during the evening time leaving the peruser to anticipate that something frightful should occur. The scenes that occur during the day are not as alarming and don't have a similar impact as those around evening time. The writers fundamental purpose behind setting these scenes around evening time is to focus on the perusers fears. For instance, the scene where Mr. White wishes for his child to return to life is set around even ing time to make it dreadful and emotional. At the point when their desire worked out as expected, it was a turbulent night. There was overwhelming precipitation, lightning storm. On the off chance that it had been set in the sunshine it would not have had a similar impact. The setting had been in no place it gives a sentiment of confinement from progress, and furthermore when it around evening time it sets up the desire that something could turn out badly and along these lines assists with building tension. This improves the story and fascinating. Jacobs has made this story intriguing in light of the fact that the peruser consideration got brought into by tuning in to Sergeant Major Morris goes in India and the puzzling story of The Monkeys Paw Well, its a tad of what you may call enchantment, maybe as the Sergeant Major said. Jacobs makes the story much increasingly charming by the manner in which the Sergeant Major enlightens the story concerning The Monkeys Paw however then goes on to being held about it. Another intriguing part is that all the past proprietors of The Monkeys Paw stay obscure, and the main thing that is uncovered is that something terrible transpired. The Sergeant Major just referenced around one of them, as he discussed his desires I dont realize what the initial two were, however the third was for death. The three wishes are additionally dispersed perfectly, with the goal that the occasions in the story can occur the manner in which they do. The primary wishs horrendous outcomes are sufficient to make progressively pressure in the plot, however leave enough wishes for there to be any expectation of fixing it. The subsequent wish serves to muddle the plot further, yet leaves the third wish as an alternative to fix it. The creator adds profundity and greater fervor to the story by infusing anticipation and puzzle at pretty much every turn. From the earliest starting point, he utilizes fairly unclear exchange and fascinating character responses to make pressure. For instance when Mr. White examined the Sergeant Major regarding The Monkeys Paw, he answered Leastways, nothing worth hearing. This shows the Sergeant Major Morris inconvenience while talking about The Monkeys Paw attracts the peruser and keeps them snared. The crowd can comprehend the awkward history encompassing the abnormal charm. This strain exponentially has expanded when Morris unexpectedly tossed The Monkeys Paw at the fire and he said Better let it consume. Right now, the military keeps an eye on evident dread and disdain of The Monkeys Paw uncover themselves. The whole peak of the story additionally emanates beat beating tension. The writer controls the perusers point of view and enthusiasm through the story by different strategies too. The past proprietors of The Monkeys Paw are an extraordinary case of incongruity. Something terrible transpired, when the Sergeant Major uncovers. This makes a dreadful picture to the perusers mind and the peruser is searching for something like happen to the Whites family. Despite the fact that the Whites anticipated that their mystical cash should come tumbling from the sky, when Herbert said Might drop on his head from the sky. At second and third pieces of the story the perusers consideration centers around Mr. what's more, Mrs. White, and not the occasions that occur outside their home. The peruser never truly perceives how the desire on the paw caused their children deadly mishap, or whether he was breathed life into back. It could all be a happenstance but since of the point of view the peruser is compelled to take, the story appears to be more evil and ground-breaking than it may have something else. This impact is utilized to its fullest degree when the lost child is evidently breathed life into back. The thumping on the entryway was accepted to be him, despite the fact that Mr. White didnt accept to be him, as he said to his significant other For Gods purpose, dont let it in, yet the last wish was made before the entryway was opened. Its conceivable that he was never there, in spite of what the characters in the story accept. The creator never truly uncover what was the last wish however one can expect that he wished he had never made his subsequent wish. The finish of the story is open and leaves us to think of our very own finish. End: the writer has figured out how to utilize a decent association between each piece of the story, which catches the perusers fascinating by clarifying how the Whites in the start of the story are content, yet distrustful of the mystical properties of The Monkeys Paw. Through the occasions of the story, their reality has flipped around, and at long last they are wrestling on the floor for control of similar Monkeys Paw. Their past satisfaction is changed over to sadness and distress in only ten days. The Landlady:

Heavy Metal Music and Magazine Black Sabbath free essay sample

They have all had their spot light and had been cherished by fans and pundits, and most made the stone corridor of popularity or the music lobby of distinction. One pioneer that wasnt unnerved by pundits and disregarded by the individuals who didnt comprehend was Black Sabbath. Dark Sabbath was the pioneer of metal, they were lords of rock. The motivation behind why Black Sabbath is significant in light of the fact that they spearheaded metal, they discharged brain blowing music that was very Influential. Before going into why Black Sabbath is significant, it is important to go over the story.In 1968 they shaped a blues band and afterward framed the band Earth. Earth at that point began to make ready for the metal sound of Black Sabbath. Slimy Osborne despised the name of the band, however in light of the fact that they were confused with the name they changed the name of their band once and for all. They at that point called themselves Black Sabbath, a name that originated from a blood and gore movie. We will compose a custom paper test on Overwhelming Metal Music and Magazine Black Sabbath or on the other hand any comparable subject explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page They discharged their first collection In 1970 on Friday the thirteenth and were panned by pundits. After that they discharged another collection later in the year. They went till 1979 with Oozy and afterward they supplanted him with Did.After, they discharged a few collections under Ronnie Did, and in the long run made it into the Music lobby of acclaim in 2004, and the Rock corridor of popularity in 2005. They are currently starting their visit in September of this current year. They spearheaded metal back when they began In 1969. They chose to go with the ghastliness topic with their first melody, Black Sabbath. It had a dim trio tone and before long was known to be a solid effect on Judas Priest. They got negative surveys and still got mainstream with the fans. As indicated by an article in Time Magazine, Josh Triangle composed regardless, Paranoid is the origination of substantial metal.Mark it with an It is intriguing to realize that Black Sabbath effectively made a class since they changed their name. In an article In Rolling Stone Magazine, that had an Interview with a few musicians Oozy expressed One day, Tony comes in and says, People pay cash to get terrified why dont we begin composing startling music? At that point we composed a tune called Black Sabbath. We told our companion Alvin Lee from Ten Years After that marry changed our name to Black Sabbath, and he says, You wont go extremely far called that. (Osborne). It was when metal began and It Is the thing that started new music that would upset music. The music they would discharge would become mind blowing. They caused a considerable lot of their collections to go platinum aside from a couple, even with low survey evaluations. Their fans were mind boggled by their guitar riffs, and the intensity of the various artists of Oozy Osborne and Ronnie Did. Their music would help those that required the dull tones and would speak to numerous rockers that needed a dim feeling. They constantly fell back to the blues when they would attempt to think of a tune. Osborne expressed In organized tune. Thered be a long introduction that would go into a Jazz piece, at that point go all habit and it worked. Tony Loomis-?and I have said this a zillion occasions ?ought to be up there with the greats. He can get a guitar, play a riff, and you state, Hes goat be out now, he cannot top that. At that point you return, and I wager you a billion dollars, hed think of a riff thatd take your kicking breath away. (Osborne). They are genuine performers. In any event, when their guitarist lost two fingers before Black Sabbath, he despite everything played guitar and made prosthetics that way he proceed with music. It was genuine assurance that made Black Sabbath the musically capable and significant divine forces of rock. With their music, and longer devotion they would impact new metal groups like Metallic, Iron Maiden, Judas Priests and numerous other incredible metal groups like Sun O and Earth that would pioneer ramble metal music. The motivation behind why Black Sabbath is significant on the grounds that they spearheaded metal, they discharged psyche blowing music that was incredibly powerful. They were divine forces of metal, and did it with a simple thought of making music that would terrify individuals. It was that felt that started another classification and made numerous extraordinary groups. They are Important in light of the heritage they made and the class they made.

So, What Exactly Does a Technical Writer Do

So, What Exactly Does a Technical Writer Do A technical writer is an information communicator who uses his or her technical knowledge to create instructional and technical manuals, assessments, and training guides. A technical writer is also responsible for organizing content into a document to be easily understood by laymen. Technical writers carry out research, create, and deliver information through a variety of media, such as print, electronic, and audio-visual.Professional technical writers represent a valuable resource for managers and technical staff for accomplishing their communications goals, as technical writers create manuals, online help, white papers, project plans, design specifications, and software test plans. With a rise in e-learning, they are also asked to create online training material. Technical writers also assist manufacturers, designers, companies, and clients in developing technical information. Computer and engineering companies often hire technical writers on a full-time basis because they speciali ze in writing technical topics that include medical procedures, computer applications and environmental regulations.Photo by Aaron Burden on UnsplashDuties of technical writersTraditionally, technical writers are synonymous with engineering writers because they perform technical writing in engineering-related industries, such as consumer electronics, aerospace, construction, chemical processing, instrumentation and controls, defense, and many others. Thus, technical writers stress accuracy rather than ideas to produce an accurate, concise, useful, clear, and complete technical documentation. Technical writers should possess editing and proofreading skills to deliver documents that are free of grammatical and stylish errors. Additionally, successful technical writers must write clear and well-organized technical reports.As revealed by Al-Othmany et al. (2012), technical writers must use tables and graphs to present technical information. Tables, charts, and graphs are invaluable aids , to highlight patterns and clarify technical information to the intended audience. When technical writers write reports, they often use illustrations, tables, diagrams, photographs, charts, and drawings to present information more effectively, thereby assisting in providing a professional outlook of the report.Nesbit (2011) notes that a technical writer should perform the duties of both a writer and an editor. Typically, a writer should create documents from scratch and collect data by conducting a literature search and interviews. They also draft and redraft documents by incorporating changes until the documents are completed.The next stage in technical writing is to access the document for clarity, consistency, conciseness, and comprehensiveness, focusing on the organizational and contextual structure of the text and graphical materials. Sometimes, technical writers develop preface, acknowledgments, lists of tables and figures, an index, and a glossary. To eliminate grammatical e rrors from documents, technical writers correct grammatical and syntax mistakes to maintain consistency in spelling, abbreviations, and capitalization.Although, technical writers should be proficient in all the major citation conventions, such as APA, IEEE, MLA, and Chicago styles, when preparing technical documents, IEEE is often used to cite technical documents. Thus, technical writers must become familiarized with IEEE citation style, as it is widely recognized as the preferred format for engineering documents.Photo by Alvaro Reyes on UnsplashProduct development and prototypesBy applying technical knowledge, technical writers may become part of a product development team, conducting product usability studies to improve product design in its prototype stage. Technical writers also carry out research from the library, through personal observation, and Internet research, or often discussions with technical specialists. Technical writers also assist in managing the consistent use of technical content across business departments, such as product development, marketing, manufacturing, and customer relations. Some technical writers prepare grant proposals for institutions and research scientists.Technical writers collect information from users to determine their needs before developing technical documents. Many companies seek for the services of technical writers for product descriptions. Technical product description involves studying product samples and developing a structured format to present information about the product, which is eventually used for marketing purposes.User-friendly manualsTechnical writers also create user manuals for machines, software, and physical devices. Typically, it is challenging for manufacturing companies to sell their products without user guides or manuals. Thus, technical writers develop user-friendly guides or manuals that layman can understand to guide users on the use of products. Moreover, technical writers work together wit h computer support specialists, software engineers, and hardware engineers for the easy flow of information to the project stakeholders during product development and testing. Therefore, technical writers should understand complex information, communicating this information in English that people from different professional backgrounds can understand.The Society of Human Resources Management notes that technical writers develop a framework to maintain efficiency and consistency in technical writing methodology. By following this methodology, technical writers prepare documentation regarding system operations, programming, and user documentation. Technical writers also write plans and maintain user support documentation. To perform these duties efficiently, they must possess technical capabilities, communication proficiencies, organization skills initiatives, teamwork orientation, problem-solving skills and thoroughness.Torin (2018) notes that technical writers are often asked to pro duce technical documents for engineers or technicians. For example, an organization may decide to develop in-house software. They will require a guide that explains step-by-step how to implement the software. Thus, technical writers create documents that will guide engineers in developing this software that meets the company expectations. Torin also revealed that technical writers develop guides for a product. They describe how people use this product without immersion in technical details.Photo by Aleks Dorohovich on UnsplashTools of the technical writerGenerally, technical writers must produce reader-friendly documents that bridge the gap between writers and the target audience. Thus, writers should organize their materials in a clear and logical pattern to enhance user readability. However, technical writers must be proficient in the major technical writing tools to prepare professional writing documents. Using the right tools will make technical writing easy.Microsoft Word is on e of the best technical writing tools to create professional writing work, as it includes an automatic spell checker, track changes, pre-loaded document templates and the ability to save work in PDF, XPS, RTF, plain text format, and many more. Technical writers should also be proficient in image editing tools (Adobe Photoshop), and publishing tools (Adobe FrameMaker, RoboHelp). Adobe RoboHelp is an industry standard authoring tool assisting in creating help systems for web-based applications or desktop. A technical writer should also know how to use a spell check tool. Other tools that can assist technical writers to create professional documents are:Notepad++WordPressMicrosoft VisioImportant qualities of a technical writer are critical thinking skills, being detail-oriented, technical skills, and writing skills. A technical writer must understand highly complex information and explain this technical information in a clear manner. A technical writer should also follow the ethical an d legal considerations when preparing a document. They must be familiar with the law related to trademark, copyright, liability, and contract. They should not write a document that could mislead readers. They must understand areas of law related to proposals, agreement, and project descriptions.Technical writers must also follow the required methodology when creating technical documents. The document development life cycle (DDLC) is generally used to prepare documents, which involves gathering information through interviews, studying existing materials or often using products. The DDLC consists of six phases:Identification of audienceAnalyze information and tasks based on the target audienceInformation architectureDevelop/prepare documentsTechnical and editorial reviewsPublish the documentJob outlook for technical writersThe U.S Bureau of Labor Statistics (BLS) reveals that demand for technical writers is increasing by 10% yearly, projected to increase more than 11% annually by 2026 faster than the national average. A technical writer should have a college degree, often specialize in the fields, such as engineering, computer science, and web design. A job growth for a technical writer is driven by the rapid expansion of technical and scientific products. However, technical writers who can produce training guides and user manuals will enjoy high growth in employment opportunity in the electronics and technology industries.Salary informationThe BLS reports that technical writers earn a median pay of $34.10 per hour or $70,930 per year. However, the highest paid technical writers are those offering technical, professional and scientific services, as well as information and support services, in which their median salary reaches $72,850.ConclusionTechnical writers are professionals who create specialized technical documents, such as medical procedures, computer applications, or environmental regulations. As technical information is increasingly being delivered onli ne or through social media, technical writers must be ready to use interactive Web technologies to blend graphics, text, sound, multidimensional images, and video. Document design is one of the major duties of technical writers for optimal readability and usability.Technical writers use different strategies to create user-friendly documents. When companies produce technical products, such as machines, hand tools, aircraft, hardware, software, and other machines, technical writers are asked to develop the user guides for easy understanding of machines or physical devices. In such, the job outlook of technical writers is promising because of a rise in the number of companies that require the services of technical writers.

Materialism VS Spirituality in A Raisin in the Sun by Lorraine Hansberry - Free Essay Example

Sample details Pages: 6 Words: 1685 Downloads: 2 Date added: 2019/04/01 Category Literature Essay Level High school Tags: A Raisin in the Sun Essay Did you like this example? A Raisin in the Sun, written by Lorraine Hansberry in the 1950s, is a play that is based on the life of an African-American family known as the Youngers, who live in the South Side of Chicago and are waiting to receive a life insurance check for ten thousand dollars. The play highlights the dreams of each family member and their plans on how they intend to use the money from the death of Mr. Younger, Mamas husband. Don’t waste time! Our writers will create an original "Materialism VS Spirituality in A Raisin in the Sun by Lorraine Hansberry" essay for you Create order Mama, or Lena, wishes to use the money to purchase a new home for the benefit of the family in which her daughter-in-law Ruth agrees. Beneatha or Bennie, her daughter, wants the money to pay for her medical school tuition, while Walter Lee or Walter, Mamas son has a great interest in using the money to open a liquor shop. These dreams result in conflict between the family and pose a question of whether Walter Lee and Beneathas intent for the use of the money is more important than the unity of the family. The play, A Raisin in the Sun, encompasses a poem, Harlem (A Dream Deferred), which is written by Langston Hughes and compares the familys dreams to a raisin being in the sun. The poem presents how dreams are either substantial and benefit everyone or unbeneficial with no concern of others. Hansberrys play portrays greed and traces the level of importance each family member holds their dreams which presents to the theme of materialism. In the long run, materialism breaks a person me ntally, spiritually and emotionally and is present in Walter Lee and Beneatha- at a lesser extent. However, through the love of a devoted Christian mother their materialistic trait can be forgiven and restored, as Mama represents a type of Christ throughout the play. In the beginning of the play, Walter Lees self-centered and money craving attributes are portrayed during his conversation with his wife Ruth: WALTER: A man needs for a woman to back him up RUTH: Walter WALTER: Mama would listen to you. You know she listen to you more than she do me and Bennie. She think more of you. All you have to do is just sit down with her when you drinking your coffee one morning and talking bout things like you do and† [He sits down beside her and demonstrates graphically what he thinks her method and tone should be.] †you just sip your coffee, see, and say easy like that you been thinking bout that deal Walter Lee is so interested in, bout the store and all. (278; 1.1) The reason behind Walter Lee encouraging his wife to tell his dream to Mama is because of the strong relationship Ruth and Mama has throughout the play. Their relationship is like that of Naomi and Ruth in the Bible; Ruth 1: 3-5 in the amplified Bible says: Then Elimelech, Naomis husband, died, and she was left [a widow] with her two sons. They took wives from the Moabite women; the name of the one was Orpah, and the name of the other was Ruth. They lived there about ten years; 5 and then both Mahlon and Chilion also died, so the woman [Naomi] was left without her two sons and her husband. Just as Mamas husband dies, so does Ruths husbands spirituality; this is true because, instead of Walter Lee being concerned with the human spirit or soul, he is focused on material and physical things. Also 1 Timothy 6:10-11 says: For the love of money [that is, the greedy desire for it and the willingness to gain it unethically] is a root of all sorts of evil, and some by longing for it have wandered away from the faith and pierced themselves [through and through] with many sorrows. But as for you, O man of God, flee from these things; aim at and pursue righteousness [true goodness, moral conformity to the character of God], godliness [the fear of God], faith, love, steadfastness, and gentleness. Also, in Luke 12 of the amplified, it says, watch out and guard yourselves against every form of greed, for not even when one has an overflowing abundance does his life consists of nor is it derived from his possessions. These scriptures highlight Walter Lees excessive greed for money and the sorrows he faces when his friend Willy Harris runs off with his share of money from the insurance check. The scriptures also shed light on how a great desire for wealth with the limited presence of God leads to ones destruction and immoral actions. The lack of spiritual respect is a result of ones materialistic trait and this is represented through Bennie when she blatantly called on the Lords name in vain. After Bennie was scolded by Mama, Ruth made a statement Just fresh as salt, this girl! Bennie responded in an ironically humorous way saying, Well- if the salt loses its savor. Mama then replied, now that will do. I just aint going to have you round here reciting scriptures in vain (288; 1.1). The scripture Bennie quoted, Matthew 5:13 states, you are the salt of the earth; but if the salt has lost its taste (purpose), how can it be made salty? It is no longer good for anything, but to be thrown out and walked on by people. Beneatha uses this scripture- a biblical metaphor as it relates to the play, to justify her actions and implies if she cannot state her point of view then she is considered to have no value. Regarding lack of spiritual respect, Beneatha only repeated the scripture to show her knowledge of the Bible but beh ind saying it she has no connection to the religious message. In Act 1, Scene 1, Beneatha shows her true feelings towards God in the following exchange: MAMA: [Kindly.] Course you going to be a doctor, honey, God willing. BENEATHA: [Drily.] God hasnt got a thing to do with it. MAMA: Beneath†that just wasnt necessary. BENEATHA: Well neither is God. I get sick of hearing about God. (291; 1.1) On the other hand, Mama, exemplifies spirituality over materialism and stays true to her faith in God. When her daughter-in-law Ruth asks her What are you going to do with it? Mama replied, Its too early in the morning to be talking about money. It aint Christian (284; 1.1). Mamas mention of Its too early and It aint Christian explicitly justifies that Mama was not all about the money and it(money) should not be the first thing that comes to ones mind. Mamas statement opens the path to portray her Christ-like attributes of sovereignty, forgiveness and unconditioned love towards her children. Just as Mama cares for her children she also cares or her plant, which in the play is used as a literary symbol to represent Walter Lee and Beneatha. As roverbs 22: 6 says, train up a child in the way he should go [teaching him to seek Gods wisdom and will for his abilities and talents], even when he is old he will not depart from it. This verse in Proverbs relates to Mamas exchange with Ruth in Act 1, Scene 2 about her concerns of Bennie and Walter Lee: RUTH: [Soothingly, older than her years.] Now you taking it all too seriously. You just got strong-willed children and it takes a strong woman like you to keep em in hand. MAMA: [Looking at her plant and sprinkling water on it.] They spirited all right, my children. Got to admit they got spirit Bennie and Walter Lee. Like this little old plant that aint never had enough sunshine or nothing and look at it ¦ (292; 1.1) Despite betrayal and inconsideration in Walter Lees actions and Beneathas blasphemy of God Mamas love through Christ exhibits the importance of love and unity within a family. In Matthew 26:14 of the amplified Bible. The scripture quotes: Then one of the twelve [disciples], who was called Judas Iscariot, went to the chief riests and said, what are you willing to give me if I hand Jesus over to you? And they eighed out [a]thirty pieces of silver. And from that moment Judas began looking for an opportune time to betray Jesus. Beneathas reply to Mr. Lindners offer to pay the family to leave Clybourne Park a predominantly white community to live in a black community alludes to the previous mentioned scripture. When the offer was presented, Beneatha replies, Thirty pieces and not a coin less! (333; 2.3). This is a biblical allusion of when Judas Iscariot betrayed Jesus in the Garden of Gethsemane and the path to Jesus crucifixion also relating to Walter Lees downfall. Thirty pieces of silver was the price Judas was paid to hand Jesus over to Pilates soldiers. Just like Walter Lee, Judas made an ultimate betrayal to Jesus and returned the money out of guilt after Jesus was arrested. It wasnt until he saw the consequences of his actions then he realized not that enough money in the world would justify his action to make such a betrayal. Also, in the end, out of guilt and disappointment for losing the insurance money, Walter Lee calls Mr. Linder to advise him that the family would like to take the offer. Based on the song I Dont Feel No Way Tired which Ruth sang in the end of Act 1, Scene 2 exemplifies the familys restoration as they leave their old house. If the family had decided to move out of Clybourne Park, the decision would disregard the familys worth of moving into a predominately white community as a Black family; and their journey to regained unity and love for one another through Mamas forgiveness, unconditioned love, and steadfast faith in God. Lastly, it is important to know that our plans are not Gods plans and that with little involvement of Him, all dreams are compared to a raisin being in the sun and sometimes deferred. The Youngers aspired to nothing more than the crass materialistic prosperity that white Americans enjoyed, which was a rather shallow goal (Kelly 269). Even though the play is not based off biblical concept, Hansberrys execution of the play, written in the 1950s can be related universally as it traces the importance of a unified family.

Cancer A Common Disease - 1135 Words

Today all around the world cancer is increasingly a more common disease that has affected many and affecting more each day. Cancer takes the lives of almost ten millions each year. Cancer is a disease that is caused by an uncontrolled division of abnormal cells that divide exponentially. It has the ability to spread to different parts of the body through the blood and lymph systems. Cancer has become such a common disease that it can be inherited by genetics, but it can also be contracted by poor dieting, tobacco use, expulsion to UV rays, and X-Rays, and also environmental carcinogens. With every disease come many forms of signs and symptoms. Symptoms of cancers vary from women and men, but unexplained weight loss, fever, usually fatigues, skin changes, change of bowel habits, and sores that do not heals are some of many symptoms of cancer. Seeking cancer treatment may be a life or death decision. There are many ways to treat cancer or reduce the chance of death. Cancer is highly tr eatable; two best options treating cancer are typically surgery and chemotherapy. Cancer is mainly known as a large group of unregulated cell growth. Cancerous cells can form, divide, and grow uncontrollably throughout the body, which forms tumors that could become progressively worse by time. There are two types of tumors linked to cancer also known as malignant and benign tumors. Malignant tumors invade the nearby parts of the body, and may also spread to more distant parts of the body throughShow MoreRelatedBreast Cancer : A Common Disease1910 Words   |  8 PagesCancer is a common disease in today’s society, more specifically breast cancer. We see people with little pink ribbons or a dedicated shirts to it on the street, stickers on cars, we even have a whole month dedicated to raise awareness about it, but what really is breast cancer? How long has it been around? How does it affect its victim? 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A reasoned evaluation of the strengths and weaknesses in Marxism, Functionalism and Feminism Free Essays

A sociological theory is a set of ideas that provide an explanation for human society. In undertaking an accurate interpretation of three sociological perspectives, I will make a reasoned evaluation of the strengths and weaknesses in Marxism, Functionalism and Feminism. From the three chosen sociological perspectives I will also look at their individual views on religion and the family. We will write a custom essay sample on A reasoned evaluation of the strengths and weaknesses in Marxism, Functionalism and Feminism or any similar topic only for you Order Now SOCIOLOGICAL PERSPECTIVES MARXISM Marxism named after its founder Karl Marx (1818 – 1883) is very famous and influential. Marx regarded people as both producers and the products of society, he believed since people made society, only they can change it. He argued that ‘man makes his own history’. Marx believed that the rich would get richer (bourgeois – ruling class) and that the poor would get poorer (proletariat – subordinate /working class). He proposed that the proletariat would revolt in anger, leading to a revolution, resulting in the disappearance of the social class system and that people would live in a more equal society. Max Weber (1864 – 1920) agreed with Marx, however he also stressed the importance of status and power (i.e. an individual may be poor but have high status, such as a teacher). His views on religion differed to that of Marx too, arguing that it could be a source of conflict and change rather than a source of stability or social control. Key Names: Ma rk, Engels, Young and Taylor. FUNCTIONALISM Society is viewed as a system, that is, as a set of interconnected parts that together form a whole. Functionalists believe that society has basic needs, which must be met if it is to continue to exist. It believes the concept of function i.e. the function of the family is to ensure the continuity of society by reproducing and socializing new members and the function of religion is to integrate the social system by reinforcing common values. Key Names: Durkheim, Merton, Murdock, Malinowski and Parsons. FEMINISM The basic assumption shared by all feminists is that women suffer certain injustices on account of their sex. Feminist sociology, stresses the importance of gender divisions in society and it portrays these divisions as working to the overall advantage to men. Although feminists are united by their common desire for sexual justice and their concern for women’s welfare, there is actually a wide spectrum of ‘feminisms’ (Mitchell and Oakley, 1986). These can be divided into four broad ‘tendencies’: liberal, radical, Marxist/socialist and Black. STRENGTHS MARXISM Critical of Capitalism. In favour of the average person in society. Economic base or infrastructure and Political/Ideological superstructure. Social Structure (Macro Approach). FUNCTIONALISM Functional Imperatives: Goal Attainment, Adaptation, Integration and Latency. Functional sub-systems: Economic, Political, Family and Religion. FEMINISM Has done a lot to improve things for women over the years. Focuses on male/female relationships. Looks at laws needed/ used to ‘redress’ male/female power balance (equal legal protection and social rights). WEAKNESSES MARXISM Too many inconsistencies and interpretations of Marx’s work. Unscientific (the ‘Faith of Marxism’ – Popper). Conspiracy theory (especially aimed at instrumental Marxists). Communism does not appear about to happen. Forms of (non-economic) conflict (gender, ethnic group) ignored in favour of economic conflicts. Left Functionalism (‘Marxism is little more than a form of Functionalism that replaces the interest of ‘society’ with ‘ruling class’ – Jock Young). Modern society is more complex than Marx predicted. Comparatively dated theories. Critics: Popper, Weber, Young (‘Left Idealism’), any New Right Theorist, Social biologists and Radical Feminists. FUNCTIONALISM Functionalists find it hard to explain rapid social change. They believe that ‘if something exists it has a function. It has a function because it exists’. The belief that non-human things like ‘society’ can have human qualities such as ‘needs and purposes’. Over-emphasis upon the ‘beneficial’ aspects of institutions and structures. Believing that society revolves around family unit – but not willing to recognise that not all people worldwide – belong to a family unit – yet function well. Critics: Marxist Sociologists, Radical and Marxist Feminists. FEMINISM Women – like working class men – are at a fundamental economic disadvantage; although Feminists refuse to see that. Legal changes mainly benefited middle class women. Legal equality not the same as status equality. Ignores study of social structural factors (e.g. class). Feminism geared towards middle class feminists (Bourgeois). Men are seen as the ‘enemy’ (Marxist Feminism). Critics: Radical Feminists and New Right of Liberal Feminists and New Right, Marxist/Socialist Feminists of Radical Feminists. STRUCTURAL VIEWS ON RELIGION AND THE FAMILY Religions, families and societies have been around for a very long time. Unsurprisingly, we find family units and religions present in all known societies, and consequently, families and religion have a social impact. Everyone has their own view of what religion and the family consists of. These pre conceived ides are mostly to do with our own backgrounds, culture and life experiences. There is a lot of disagreement among sociologists about the roles of religion and the family within society; we will look at three sociological perspectives: RELIGION MARXISM In Marx’s view, ‘Man makes religion, religion does not make man’. In other words, religion is the self-conscious and the self-feeling of man who has either not found himself or has already lost himself again. ‘Truly liberated individuals have no need of religion’. Thus, if the alienation and exploitation associated with the classes are eradicated, and people are freed to develop their human potential and find themselves, as in a truly socialist society, religion will no longer be needed and will cease to exist. Marx and Engels believed that religion represented a protest against a dehumanising social world and human alienation, it also leads people into false hopes and direction, along with the ‘solutions’ it promises that are illusory. It obscures and distorts the true nature of reality in ways that benefit the ruling class. Marx anticipated that when a classless society was established, religion would disappear. FUNCTIONALISM Whereas Durkheim sees religion as an expression and celebration of people’s sociality. Religion creates order and stability in society; it can be an agent of socialization and create a sense of social solidarity. Malinowski accepted like Durkheim that religion creates social solidarity but he believed that religion is a response to peoples needs during stress (e.g. birth and death). Parsons believed the role of religion served two functions, one to provide guidelines (behaviour in society) and the other is to answer ultimate questions. FEMINISM Religion is seen as an instrument of oppression, as a product of patriarchy rather than a product of capitalism. Religion is used by oppressors (men) to control the oppressed group (women), and it also serves as a way of compensating women for their second-class status. In most typical religions of the last millennium women are subservient and secondary to men (i.e. Catholic church and Muslims). THE FAMILY MARXISM The Marxists position asserts that the nuclear family is not universal but a product of capitalism and that the family is an exploitative institution. Murdock’s theory is critised because he didn’t consider that other social institutions could have performed the functions and he does not examine other alternatives to the family. In Engels theory he suggested that the main reason that the family developed was to solve the problem of inheritance, also that the family was the most efficient device for insuring legitimacy of the proposed heirs. Engels theory was largely based on a flawed interpretation of the family by Anthropologist, Lewis Morgan (1900). FUNCTIONALISM A strong supporter of the family is the Functionalist. Their belief is that the family is the ‘cornerstone of society’. A study was conducted on the family, studying 250 societies by George Murdock (Social Structure 1949). In his study, he concluded that the ‘nuclear family is a universal human social grouping †¦. It exists as a distinct and strongly functional group in every known society’. Murdock identifies four basic functions that the family performs: sexual, reproductive, economic and educational. Fellow functionalist Talcott Parsons would largely agree with Murdock’s theories of the family. FEMINISM Feminists’ criticise the family as the focus on the exploitation of women by men, they argue that men dominate family relationships. Radical feminists argue that in it’s most extreme form this means oppression and violence (Russell Dobash, 1980). Evidence to suggest that women are dissatisfied in their family life is portrayed in the rise of divorces filed by women. Parson’s theory of the family being a safe haven is more myth than reality for families today. Feminist Margaret Benson focuses mainly only the point that women are a source of cheap labour, as the housewife is unpaid for her work. In the family women are primarily seen as a housewife and mother, and in this environment men are given the control over women’s sexuality and fertility. EVALUATION The different aspects of religion have a social impact and must be measured. Through out history there is considerable evidence to support Marx’s ideology, that religion maintains the existing system of exploitation and reinforces class relationship, thereby keeping people in their place (consider the Islamic world). However, conflicting evidence suggests that religion does not always legitimate power (Catholicism – Pope – Rome). Whilst Feminism implies that religion and belief systems are an instrument of manipulation for men to use on women; although I believe this theory to be the case for some religions but not all. It can vary from religion to religion, for example women cannot become priests in the Roman Catholic or Greek and Russian Orthodox churches, but in the Jewish faith women can become rabbis and do not sit apart from men. Contrary to Marxist views that religion suppresses people’ attempts to change their situation, religion can sometimes provide an impetus for change (Queen Mary – Catholicism and Queen Elizabeth I – Protestant). The Functionalist perspective of belief systems and religion does not vindicate for the dysfunctional aspects that the unruly force of religion can manifest (i.e. war in the name of ‘Religion’). The subject of the family and how it is defined is extremely difficult to determine. Marxists position asserts that the nuclear family is not universal but a product of capitalism and that the family is an exploitive institution, and that it was the simplest solution for insuring legitimacy of proposed heirs. Whereby Functionalism is a strong supporter of the family, believing it to be the ‘cornerstone’ of society. Feminists’ criticise the family as the focus on the exploitation of women by men, they argue that men dominate family relationships. CONCLUSION Everyone has their own view of what religion and the family consists of. These pre conceived ideas are mostly to do with our own backgrounds, culture and life experiences. I find it difficult to subscribe to one theory over another as Functionalist, Marxist and Feminist theories can be interpreted in many different ways. Consequently each theory’s perspective will work for their interpretation of religion, the family and society. The three theories are not too dissimilar to the three main Political Parties (Labour, Conservative and Liberal) in Britain; each has it’s own agenda, but are all are equally as devious! I am more inclined to opt for the Feminist and Marxist theories as they seem more plausible and are more comparative to past history and present day findings. I also believe that as societies cultures change through time, so will our definition of family, religion and society. How to cite A reasoned evaluation of the strengths and weaknesses in Marxism, Functionalism and Feminism, Papers

Moving to Hybrid Cars Research Paper Example

Moving to Hybrid Cars Paper 1.0 Introduction Australia has the largest per capita level of green house gas emissions in the developed world, mainly due to a heavy reliance on coal to generate electricity. Every person contributes 27.2 tonnes of carbon dioxide each year, which is 27 percent higher than that of an average American citizen. (Peatling, 2004) This, included with the constantly rising fuel prices creates an ever increasing demand for more energy efficient and lower pollution level cars. Hybrid cars are a well known solution to the issue however consumer confidence in these cars is extremely low. A hybrid car is a car that can run off two or more sources of fuel, such as petrol, electricity or gas. Hybrid cars have been around for a very long time with the first one being built over one hundred years ago by Porsche. (A Hybrid Car, 2006) The following report is a marketing plan for the introduction of the Nissan Nuvu into the Australian market. The report will give a detailed situation analysis on the current Australia n car industry with specific targeting of the environmentally friendly cars market segment, stating our marketing objectives for the introduction of the Nissan Nuvu and develop a detailed marketing strategy for this product. The Nissan Nuvu is shown in the picture below. We will write a custom essay sample on Moving to Hybrid Cars specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Moving to Hybrid Cars specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Moving to Hybrid Cars specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Picture: (Hybrid and Electric Cars Shine in Paris, 2008) 3.0 Product Evaluation In order to maximise the marketing of the Nissan Nuvu, the product must be evaluated and analysed on a number of levels. Looking at the elements of a product, its brand name, strengths and weaknesses, aspects of competition products and a number of other factors enables us to price, place and promote the product accordingly in order to achieve optimum success. 3.1 Elements of the Product The Nissan Nuvu can be broken down into three levels; the core, actual and augmented products it offers. 3.1.1 Core The core product is the benefit that consumers obtain when purchasing the product. In this case the core product would be a low-running costs and environmentally-friendly means of transport for city driving. 3.1.2 Actual The actual product is the attributes of the product that combine to convey the core product. The Nissan Nuvu is a short, compact, three seater city car powered by an electric motor. Solar panels are situated on the roof which provides power to the motor and the car is built using an extensive amount of natural, organic and recycled materials. (Lavrinc 2008) 3.1.3 Augmented The augmented product is the package of the actual product and the additional features and services that come with it. For the Nissan Nuvu it is the actual product listed above along with services that would be decided by the actual distributers of the product at the point of sale. Such services are only prospective but would include things like car warranty, car maintenance and servicing for the first 1000kms, home delivery and opportunity of choosing additional features on the car. 3.2 Product Classification The Nissan Nuvu is classified as a consumer good as it is used for personal use and consumption. Under this heading the Nissan Nuvu is categorised as a Specialty product as it is an exclusive product that consumers would make a special effort to obtain, it is very unique at the current time and distribution will almost certainly be exclusive. However in the near future (five to ten years) it is anticipated that there will be a big move to this particular style of car (electric-powered) due to rising oil prices and environmental concerns. In this case the scope of the competition will grow and the Nissan Nuvu will hopefully become a Shopping product that is widely-distributed and also very common and popular. 3.2.1 Product Lifecycle The Nissan Nuvu is still in the product development stage of the product lifecycle as no actual sales have been made and it is still only a concept as commercial production has not yet commenced. 3.2.2 Branding Nissan has an established and well reputed brand name. Many customers value and trust the brand and would be willing to consider the Nissan Nuvu as a new product. The Nissan brand has a number of attributes such as durable and reliable. Nissan claims on its website that it is renowned for excellent engineering and searing handling and dynamics technology (Heritage n.d.). Customers relate benefits to the Nissan brand such as trusting the vehicle to reach the destination without any concerns or problems, not having to buy a new car for an extensive time, having a comfortable and safe way of transport. Values attached to the Nissan brand include durability, comfortableness and reliability. Nissans brand personality would be that it is straight, trustworthy and responsible but also innovative and adaptable. Nissan has reasonable brand equity through almost full awareness in Australia, high perceived quality and an extent of brand loyalty. The label or name of the product Nissan Nuvu, meaning new view gives the product an innovative appeal and implies that it is addressing the needs of tomorrow and providing a credible solution to this. 3.2.3 Comparing to Competition At the current time the only real competitors in the market for a low-running cost city car are hybrid models Toyota Prius and Honda Civic Hybrid which run on both a petrol motor and an electric motor (Hybrid Cars 2008). Australia is yet to release a commercially available all-electric car (Start your (electric) engines n.d.). Obviously all other cars and means of transport around a city can be considered as competition but it is rational to look closer at products that aim at a similar market segment and offer similar benefits and attributes. The most prominent competitor is the Toyota Prius which has been commercially available in Australia since 2001 (Sustainability Report 2007). In this time over 5000 units have been sold, 1974 of them in 2006 and 195 in January 2007, a 96% increase on sales in January 2006 (Sustainability Report 2007) showing an increased demand for this particular model. The Toyota Prius is starting to appeal to a growing market but there is certainly room for another product in this market. The Nissan Nuvu has an advantage over such competitors with the extensive use of organic, natural and recyclable materials but also it is even cheaper to run and more environmentally-friendly than the hybrid cars as it has zero emissions. The Nissan Nuvu is currently very unique as it will be the only all-electric car commercially available in Australia. It is anticipated that in the near future the prospect of owning such an eco-friendly car will become more plausible for Australian drivers who at the moment car more for performance and looks in a car and not so much in how economical and environmentally-friendly it is. It is also anticipated that as this becomes the case the number of competitor products will also increase and the product will need to be regularly reviewed and improved to keep an edge on such competitors. 3.3 Strengths and Weaknesses 3.3.1 Strengths * Only all-electric car commercially available in Australia unique * Zero emissions therefore extremely environmentally-friendly * Compact, agile, easy to drive and very easy to park * Roomy interior 3m long, 1.7m tall and 1.55m wide (Lavrinc 2008) * Extremely low running costs * Strong brand name and reputation 3.3.2 Weaknesses * Small market segment opposes Australian culture (generally Australians value performance and/or looks in a car * Customer uncertainty will be first all-electric car 4.0 Consumer Evaluation 4.1 Introduction The hybrid and environmentally friendly car industry is targeting the entire population that purchase cars. However, consumer attitudes in the past towards such cars have been poor, regardless of how high fuel prices go it appears that the uncertainty levels towards these cars will remain high. Hybrid cars as a general rule across western countries account for a very small share of the car market as a result of this lack of confidence. In America, hybrid cars account for only 3 percent of the total car market, although this is increasing with a twenty five percent increase in sales in the last four months. (Zimmerman, 2008) This is somewhat strange because in a recent study hybrid cars have been shown to save the consumer anywhere between $500 to $4500 dollars over a five year period compared to a car running on gasoline, savings are much higher over normal petrol models. (Consumer reports, 2008) This group of consumers can be broken into several, more defined market segments base up on demographic, geographic, psychographic and behavioural characteristics. Each market segment may be marketed to in a slightly different way to maximize efficiency. 4.2 Market Segmentation Market segmentation is the process of dividing a market such as the Australian car market up into segments or groups based on a number of variables. These variables are: 1. Demographic Variables This is to divide a market up into groups based on age, sex, family size, family life cycle, income, occupation, education, religion and nationality. 2. Geographic Variables This is to divide a market up into groups based on region, city size, density and climate. 3. Psychographic Variables This is to divide a market up into groups based on socioeconomic status, values, attitudes, lifestyle groups and personality. 4. Behavioural Variables This is to divide a market up into groups based on frequency of purchase, usage rate, loyalty to product or brand, attitude towards product and what their user status is. All of the above ways can be used to segment a market however, not all possibilities are seen as effective ways to manage market segmentation. There are four key characteristics that market segments must have to be successful. The first is measurability and this refers to the extent of which the size of the market segment and the purchasing power of its consumers can be effectively measured. (Market segmentation, n.d.) The second characteristic is accessibility and this measures the extent to which the segment can be targeted effectively with advertising and the product distributed effectively. The third characteristic is substantiality and this simply measures if the segment is large enough to be profitable. The final characteristic is actionability and this measure the extent to which programs can be constructed and carried out to attract and serve the segment as a whole. (Kotler et al, 2006. 217 229) 4.2.1 Segmentation of Australian car market The Australian car industry can be segmented in many ways. On a broad scale you have segments such as large family cars, four wheel drives, small cars and hybrid cars. Within the large segment of hybrid cars comes another group of market segments. These segments can be determined depending on which characteristics are use to classify them. The four types of characteristics are above. 4.2.2 Demographic segmentation Demographic segmentation divides a market up into segments based on age, sex, family size, family life cycle, income, occupation, education, religion and nationality. Demographic segmentation is generally the most common form of segmentation. In general, * Younger people have less disposable income and are fewer worries about safety features and energy efficiency. * Large families require bigger cars so they can transport everyone in the same vehicle and store more luggage. * People with higher disposable income will look at luxury features in cars such and be fewer worries about efficiency. * Occupation can have a direct impact on the sort of car people drive. For example a consultant who drives a large amount of kilometres would want a bigger car which is better on the open road and more comfortable to drive large distances. * Education, religion and nationality are characteristics which are, in general not related to the car industry. 4.2.3 Geographic segmentation Cars can be segmented according to geographic segmentation; this includes variables such as region, city size, density and climate. The main type of geographic segmentation is the difference between country and city living styles. People living in the country generally have larger cars such as sedans and four wheel drives. This is because they are driving larger distances than people living closer to the cbd. In the current economic and environmental climate the general population who live in and around major cities are targeted with smaller, more fuel efficient cars. A great example of the swing to smaller, more fuel efficient cars is evident in the current US market with all major car companies sales decreasing with companies like General Motors, Toyota, Chrysler and Honda. On the other hand the Volkswagen mini increased in sales by 24 percent, which clearly proves a move in consumer demand. (Kiley, 2008) 4.2.4 Psychographic segmentation Cars are in general not segmented using psychographic variables which include socioeconomic status, values, attitudes, lifestyle groups and personality. However variables such as personality may influence a buyers decision process when buying a car. For example a female with a feminine and out there personality may choose a convertible as there car because it suits there personality. 4.2.5 Behavioural Segmentation The Australian car industry is not an industry in which behavioural variables would be considered a primary source of segmentation. Behavioural variables include frequency of purchase, usage rate, loyalty to product or brand, attitude towards product and what their user status is. However loyalty to a specific company can once again play a significant role in the buyers decision process in terms of which company he ultimately goes with. 4.2.6 Consumer segment profiles for hybrid/ electric car market Within the hybrid and electric car market exists a few different market segments. The first market segment is very broad and includes most females between the ages of twenty five and sixty. This market segment contains a large proportion of the total market because females in this age group are the ones who would buy these cars. Young to middle age males are not included at all as a market segment because, in general these people are not at all interested in buying these cars and marketing to them is a waste of resources. However in the future if more attractive cars are made then the male segments of the traditional cars market may be attracted towards more energy efficient cars. 4.3 Analysis of customer behaviour 4.3.1 Types of buying decision behaviour Consumer decision making can vary with the type of buyer decision. More complex decisions are more than likely going to involve more buying participants and more buyer consideration. There are four types of buyer behaviour, they are: * Complex buyer behaviour The buyer is highly involved in the purchasing process and there are significant differences between competing brands. Consumers can be highly involved when the product is expensive, complex or a risky purchase. * Dissonance reducing buyer behaviour Occurs when consumers are highly involved in the purchase because it is risky or expensive and there is very little difference between competing brands. * Habitual buyer behaviour When there is low consumer involvement and there is very little difference between competing brands. * Variety seeking buyer behaviour When there is low consumer involvement but there is a large amount of difference between brands. The hybrid and electric car market would be classified under complex buyer behaviour. This is because there is a high amount of buyer involvement in the decision process because the product is both expensive and can be considered risky. The hybrid and electric cars market because it is relatively new; there are a lot of different products on the market because each company is trying to get a feel for what consumers want. (Kotler et al, 2006. 168) 4.3.2 The buyer decision process The buyer decision process is an analysis of the stages buyers go through to reach a buyer decision. A diagram of the five stages is shown on the right hand side of the document, sourced from (Hurren, 2008). The need recognition stage, put simply, is the buyer recognising a problem or need. Information search is the buyer making the conscious decision to investigate and find more information on a specific product or market. After the consumer has gathered information and reached a conclusion of several final brand choices, the buyer would compare and contrast each to find the most attractive and suitable product for them. After this the purchase decision is made based on a analysis of the brand alternatives. Following the purchase, comes the evaluation of whether the buyer is satisfied or dissatisfied with their purchase decision. The consumer is satisfied when their expectations meet the performance of the product. (Kotler et al, 2006. 169 171) 4.3.3 Types of Purchase decision There are two factors that can influence the purchase decision when buying a car. The first is the attitudes of significant others towards a particular consumers product choice. For example if your girlfriend disapproves of a certain brand then you would be less likely to purchase that particular brand. The second factor is influencing purchase decisions is unexpected situational influences. For instance if you base a purchase decision on expected income, expected cost and expected useful life of product and then you lose your job, this is more than likely going to influence the purchase decision. 4.3.4 Consumption information Consumption information is hard to come by for the Australian market, due to the fact that there is still no electric car on the market. However hybrid cars which are cars using more than one source of fuel, have shown strong increases in demand since coming onto the market. This is evidenced by the Toyota Prius which is a petrol electric hybrid, this year reaching one million in sales, breaking records as the first hybrid to reach this mark.(Kageyama, 2008) There are a number of social influences that have dramatically affected consumption of these cars. The first is the public perception that they do not perform as well as conventional petrol and diesel competitors. However with the ever rising cost of crude oil, consumers are being forced to revaluate the cost of performance. In a recent study in the US, of the population sample surveyed, only 0.65 percent of people had ever owned or currently owns a hybrid vehicle. (Miller, 2005) In America, hybrid cars account for only 3 percent of the total car market, although this is increasing with a twenty five percent increase in sales in the last four months. (Zimmerman, 2008) 4.3.5 Attitudes towards hybrid and electric cars Attitudes towards hybrid and electric cars in the past have been poor. They have been on the market since 1999, with the Honda Insight. This was closely followed by the Toyota Prius and the Honda Civic. Attitudes have changed in the past few years with Toyota making the prius more powerful and bigger. (Blake, 2006) However for a long time there has been a perception that they are over priced, ugly and are bot up to scratch with the average vehicle available on the market today. Apart from the Toyota Prius Hybrid and electrical cars are still quite new to the Australian market and their reputation needs to be fixed with well structured marketing plans. 4.3.6 Consumer Benefits of hybrid and electrical cars Hybrid cars, although seen as expensive in comparison to other cars are relatively competitive on price because in a recent study hybrid cars have been shown to save the consumer anywhere between $500 to $4500 dollars over a five year period compared to a car running on gasoline, savings are much higher over normal petrol models. (Consumer reports, 2008) The key benefit of owning a hybrid car should still be the benefit to the environment. The car can do basically everything that a regular petrol car can do and has the above benefits. The key issue in todays market is getting people disregard the general public perception and realise the benefits such a car can offer. 4.3.7 Customer Loyalty Customer loyalty plays a big part in the purchasing process for consumers in todays car market. However in the hybrid and electrical car segment, companies dont have large enough established market shares to enable them target loyal customers in their advertising. Current advertising for this segment is minimal and is mainly used to get more market exposure. In America, hybrid cars account for only 3 percent of the total car market; this is a very small share of the market. (Zimmerman, 2008) 4.3.8 Best consumer prospects The best prospects for hybrid and electrical cars until they become more wide spread are environmentally conscious people and females between the ages of 25 60. This is because these are the people you can target with marketing appealing to their feeling of social responsibility, especially in consideration of the environment. \ 5.0 Competitor Analysis 5.1 Direct and Indirect Competition A direct competition is where two or more products with the same functions compete against each other. On the other hand, an indirect competition is where products which are close substitutes for one another compete. For example, butter competing with margarine. (BusinessDictionary.com n.d.) The Nissan Nuvu is no different from any other automobiles and has a large amount of both direct and indirect competitors. Its direct competitors include hybrid and electrical cars that are produced by other companies. On the other hand, there is also a large number of indirect competitors which include cars of the same size and shape such as the Smart Fortwo and other forms of transport such as motorcycles. One example of its direct competitor is the Toyota Prius developed and manufactured by the Toyota Motor Corporation. The Toyota Prius is a hybrid car which is also capable on running with electricity which is the same as the Nissan Nuvu. The Toyota Prius has been out in the market since 1997 and have already launched three models since its first launch (Toyota Motor Sales n.d.). This has allowed the Toyota Prius to have a stable influence on consumers who would want to purchase an environmental friendly and economical car. 5.2 Strength and Weaknesses One of the strengths of the direct competitors is the capacity as they are mainly 3+1 seaters or more while the Nissan Nuvu would be based as a 2+1 seater instead (Autocar September 8, 2008). The influence of its direct competitors on the market is also much greater as other companies have already released popular hybrid cars long ago such as the Toyota Prius. This would make the consumers to feel safer and more confident to purchase a Toyota Prius over a Nissan Nuvu it is the first car of its concept and not many people are that of risk takers. Not only those, the direct competitors also have a larger distribution area within Australia compared to that of Nissan. They are also putting a lot of effort into the promotion of their respective hybrid models to increase sales. This would definitely give them a larger overall advantage. 5.3 Weaknesses of direct competitors Despite the disadvantages that the Nissan Nuvu has on its direct competitors, it also has advantages over them. One main advantage is the design of the Nissan Nuvu which is futuristic especially in terms of design and price as the Nissan Nuvu has a futuristic design with an all-glass roof covered with solar panels placed in the pattern of leaves on a tree. (Autocar, Sep 9 2008). The Nissan Nuvu is also powered by a single battery pack and does not use hydrogen nor petrol while other hybrid cars still require petrol or hydrogen to allow them to function. This means that the Nissan Nuvu would not emit any CO2 thus making it very environmentally friendly (Alina S. February 2, 2008). Not only that, families nowadays are also very small and usually only have one child and so, this would make the smaller families think that they would not need such a big car with a 3+1 seater. Therefore, the Nissan Nuvus 2+1 seater would be just right for them since it already has enough space for everyday shopping built at the back of the car. (Autocar September 8, 2008). 5.4 Likely major competitors in the future The Nissan Nuvu would be having a large number of major competitors in the future which would include all motor corporations as the world is moving towards the environmentally friendly age. Due to the shift to the environmentally friendly age, all motor corporations are also investing to the research of such hybrid cars. Hence, cheaper environmentally friendly cars would definitely threaten the future of the Nissan Nuvu. 7.0 Marketing Objectives The key marketing objective of this report is to gain the maximum amount of market exposure possible in the first twelve months following the release of the Nissan Nuvu onto the Australian market. 8.0 Marketing Strategies 8.1 Target Markets 8.2 Marketing mix 8.2.1 Product Strategies Product strategies are an essential part of the marketing mix in determining how to market your product. Product strategies take into consideration elements such as branding, packaging and labelling. Branding is the first key element of product strategies. A brand is a name, term sign symbol or design used to identify a certain service or group of products and differentiate them from competitors. The Nissan brand name carries traits such as quality, performance and reliability and has a long history of providing for its customers. The Nuvu is a new and attractive sounding brand name and is easy to say and remember. However this does not guarantee product success. A combination of all four elements of the marketing mix is the best way to achieve success in marketing a product. Packaging includes designing and producing the container or wrapper for a product. However in terms of the car market, packaging is not overly applicable. The only area which comes into packaging is generally the colour options of the car. The Nissan Nuvu will be released in a wide range of colours which will be modern and eye catching in design as well as more tradition colours. Labelling of a product serve s a very simple purpose, which is to help identify the Nissan Nuvu from other cars and further promote the vehicle. 8.2.2 Pricing Strategies 8.2.2.1 Market-share Leadership With the anticipation of an increasing demand for low-running cost and environmentally-friendly cars in the near future it would be in best interests to take a market-share leadership approach to pricing in an attempt to dominate the market now while the market is small in the hope of maintaining a large market share in the future. Influencing factors such as costs of research and development cost of production, competitors pricing, the anticipated demand for such a product and market objectives must be considered when deciding a price for the product. As gaining as much market share as possible is a significant objective, keeping prices at a competitive price is essential in order to penetrate the market as effectively as possible. However at the current time an all-electric car will be unique so there is no actual price to compete against apart from the similar hybrid cars such as the Toyota Prius and the Honda Civic Hybrid which are priced at $36,500 and $29,990 respectively (Hybrid Cars 2008). Due to the Nissan Nuvu being a unique product a relatively high price would be acceptable, however with the anticipation of a number of competitors entering the market in the near future the price would need to be lowered in order to be more competitive and maintain a strong market share. 8.2.3 Distribution Strategies The Nissan Nuvu, like any other cars undergo Exclusive Distribution as it is a high-priced and upscale merchandise. Exclusive distribution is a retail selling strategy typically used by manufacturers of high-priced, generally upscale merchandise, such as cars (Answers.com n.d.). By using this type of distribution, the Nissan Motors Corporation can ensure that: Only certain dealers have exclusive territorial rights to sell the product. They can control over the way the Nissan Nuvu would be merchandised. They can provide the extensive installation or repair services that are necessary at first hand. They would be able to use their own sales force to sell directly to the consumers. They can maintain the uniqueness of their product. However, the market for hybrid cars is already very intense due to the large amount of car dealer companies within Australia and the large amount of competition with the different brands. Therefore, the Nissan Nuvu would have to be set away from this competition as one of the first zero CO2 emission cars that would only run on a single battery pack powered by either electricity or solar energy. The Nissan Nuvu should also be in a position where it would be known as an ideal economical and environmentally friendly car. As the Nissan Nuvu would be one of the first Electric-Solar Powered cars that do not require hydrogen or petrol to run to hit the market, it would most likely be more popular with environmentally aware consumers who live within the country. This would definitely give the Nissan Nuvu an edge over its competitors. Not only that, the car would also appeal to others especially Generation Y consumers with its unique features and futuristic design. Generation Y consumers are more concerned about the environment and this car would definitely be popular with them as well. Not only that, the future type of families can also be foreseen as a family with a single child which is exactly right for the Nissan Nuvus 2+1 seater. Due to the novelty of the product, we should not follow the past strategies in the distribution of cars to the dealer networks. Instead, we should develop a centralized inventory where the dealer would take orders from the customers and then have the Nissan Nuvu shipped and delivered to the dealership. This centralized distribution network would no doubt result in higher transportation costs, but it would also increase the efficiency of the distribution. Besides that, as one of our main target segment would be the Generation Y, we should also sell the car online where a vehicle would be shipped to the respective dealer when the order is placed online. This would not only increase efficiency in sales and distribution, it would also increase the convenience of the consumers who would want to purchase the car. Customers should also be allowed to customize the car online as different consumers would have different types of budget and taste on how their car should look. As we are currently in the technology age, this way of distributing and selling the car would be effective. By selling the car online, it would not only be effective in the present time, but it would also be effective in the future towards the newer generations as they would all be more technology and internet savvy. This would not only increase the efficiency of sales, it would also be able to penetrate the markets in the future, not only for the Nissan Nuvu, but also for all the other Nissan car models.