Foundation by Isaac Asimov Essay Example for Free

Foundation by Isaac Asimov Essay Foundation is the first novel in Isaac Asimovs Foundation Trilogy (later expanded into The Foundation Series). Foundation is a collection of five short stories, which were first published together as a book by Gnome Press in 1951 which, together, form a single plot. Foundation saw multiple publications—it also appeared in 1955 as part of Ace Double D-110 under the title The 1,000-Year Plan. Four of the stories were originally published inAstounding Magazine (with different titles) between 1942 and 1944, and the fifth was added when they first appeared in book form. A further two books of short stories were published shortly after, and decades later, Asimov wrote two further sequel novels and two prequels. Later writers have added authorized tales to the series. The Foundation Series is often regarded as one of Isaac Asimovs best works, along with his Robot series. Plot summary Foundation tells the story of a group of scientists who seek to preserve knowledge as the civilizations around them begin to regress. The Psychohistorians (0 F.E.) (First published as the book edition in 1951) Set in the year 0 F.E., The Psychohistorians opens on Trantor, the capital of the 12,000-year-old Galactic Empire. Though the empire appears stable and powerful, it is slowly decaying in ways that parallel the decline of the Western Roman Empire. Hari Seldon, a mathematician and psychologist, has developed psychohistory, a new field of science and psychology that equates all possibilities in large societies to mathematics, allowing for the prediction of future events. Using psychohistory, Seldon has discovered the declining nature of the Empire, angering the aristocratic members of the Committee of Public Safety, the de facto rulers of the Empire. The Committee considers Seldons views and statements treasonous, and he is arrested along with young mathematician Gaal Dornick, who has arrived on Trantor to meet Seldon. Seldon is tried by the Committee and defends his beliefs, explaining his theories and predictions, including his belief that the Empire will collapse in 500 years and enter a 30,000-year dark age, to the Committees members. He informs the Committee that an alternative to this future is attainable, and explains to them that creating a compendium of all human knowledge, the Encyclopedia Galactica, would not avert the inevitable fall of the Empire but would reduce the dark age to one millennium. The skeptical Committee, not wanting to make Seldon a martyr, offers him exile to a remote world, Terminus, with others who could help him create the Encyclopedia. He accepts their offer, prepares for the departure of the Encyclopedists and receives an imperial decree officially acknowledging his actions. The Encyclopedists (50 F.E.) (published May 1942 as Foundation) Set in 50 F.E., The Encyclopedists begins on Terminus, which has no mineral resources but one region suitable for the development of large city, named Terminus City. The colony of professionals, devoted to the creation of the Encyclopedia, is managed by the Board of Trustees of the Encyclopedia Galactica Foundation, composed solely of scientists. The affairs of Terminus City itself are handled by the citys mayor, Salvor Hardin, who is virtually powerless due to the influence of the Board of Trustees. However, Hardin does not accept the status quo, which he believes puts Terminus in danger of political exploitation by the neighboring prefects of the Empire, which have declared independence and severed contact with Trantor. Hardin, recognizing the imminent downfall of imperial power due to the loss of the Empires outermost region, decides that the only way to ensure Terminuss continued survival is to pit the four neighboring kingdoms against one another. Hardin manages to avoid an attempt by the Kingdom of Anacreon to establish military bases on Terminus and to take advantage of nuclear power, which Terminus retains but which the Four Kingdoms do not. Hardin succeeds in diverting Anacreon from its initial goal and furthers his goal of the establishment of a stable political system on Terminus. Hardins efforts, however, are still resisted by the Board of Trustees and its chairman, Dr. Louis Pirenne. To remove this obstacle, Hardin and his chief advisor, Yohan Lee, plan a coup detat designed to remove the Board of Trustees from its politically powerful position on the same day that, in the citys Time Vault, a holographic recording of Hari Seldon is programmed to play. The recording will contain psychohistoric proof of Hardins success or failure; Hardin realizes that his coup is a great gamble due to the possible case that his beliefs are incompatible with Seldons original goals. The next day in the Time Vault the holographic video of Hari Seldon appears. He is in his wheelchair and his voice is old and soft. He reveals that the Encyclopedia Galactica is a distraction intended to make the colonys creation possible. The true purpose of the Foundation is to form one nucleus of a Second Galactic Empire and shorten the predicted period of chaos to a mere thousand years, rather than thirty thousand years. After the video ends, the Board of Trustees admits they were wrong to Hardin and schedule a meeting to discuss their next action. Hardin smiles, knowing they would be giving orders no longer. Out there in Terminus City Yohan Lees men were already in control. In two days time Anacreon would be landing in force, but that was fine, in six months they would be giving orders no longer as well. Salvor Hardin had guessed the solution, and as Hari Seldon said, it was obvious. The Mayors (80 F.E.) (published June 1942 as Bridle and Saddle) Set in 80 F.E., three decades after the events of The Encyclopedists, The Mayors is set in a time where the Encyclopedia Foundations scientific understanding has given it significant leverage over the Four Kingdoms, though it is still isolated from the Galactic Empire. Exercising its control over the region through an artificial religion, Scientism, the Foundation shares its technology with the Four Kingdoms while referring to it as religious truth. Maintenance technicians comprise Scientisms priesthood, trained on Terminus. A majority of the priests themselves are unaware of the true importance of their religion, referring to advanced technology as holy food. The religion is not suppressed by the secular elite of the Four Kingdoms, reminscient of Western European rulers of the early medieval period, who use it to consolidate their power over the zealous populaces. Salvor Hardin, as Mayor of Terminus City, is the effective ruler of the Foundation, and has been reelected as mayor cont inuously since his political victory over the Encyclopedia Galactica Board of Trustees. However, his influence is suddenly checked by a new political movement led by city councillor Sef Sermak, which encourages direct action against the Four Kingdoms and a cessation of the scientific proselytizing encouraged by Hardins administration. The movement, whose followers refer to themselves as Actionists, is wildly popular, and Hardin is unable to appease Sermak and the Actionist leadership. The kingdom that is most concerning to the Actionists is that of Anacreon, ruled by Prince Regent Wienis and his nephew, the teenaged King Lepold I. Wienis plans to overthrow the Foundations power by launching a direct military assault against Terminus, making use of an abandoned Imperial space cruiser redesigned by Foundation experts to fit the needs of the elite Anacreonian navy. However, Hardin orders several secret technological devices to be incorporated into the ships design prior to its completion. Wienis plans to launch his offensive on the night of his nephews coronation as king and sole ruler of Anacreon. Hardin attends the coronation ceremony and is arrested, but has arranged with Anacreonian High Priest Poly Verisof, who is aware of the true nature of Scientism, to foster a popular uprising against Wienis. Convincing the Anacreonian populace that an assault against the Foundation and Terminus is blasphemous, Verisof leads an infuriated mob to the royal palace and surrounds it, demanding Hardins release. Meanwhile, the crew of the space cruiser mutinies against its commander, Admiral Prince Lefkin, Wieniss son. Lefkin confronts the mutineers and, captured, is forced to broadcast a message to Anacreon demanding Wieniss arrest and threatening a bombardment of the royal palace if that and other demands are not met. Wienis, maddened by his failure, orders Hardins execution, but his royal guardsmen refuse to obey him. Attempting and failing, due to a protective energy field, to kill Hardin personally, Wienis commits suicide. Hardin is proven correct again upon his return to Terminus City by another Seldon recording, set to play at this date. Though Actionists continue to hold a significant amount of power, an attempt to impeach the mayor fails and his popularity is renewed among the citys residents. It is also confirmed by Hari Seldon that the Foundations immediate neighbors, the Four Kingdoms, will now be virtually powerless and incapable of resisting Scientisms advance. The Traders (About 135 F.E.) (published October 1944 as The Wedge) The events of The Traders are set around 135 F.E., at a time during which the Foundation has expanded greatly and has sent out officially sanctioned Traders to exchange technology with neighboring planets for what amounts to greater political and economic power. Master Trader Eskel Gorov, also an agent of the Foundation government, has traveled to the worlds of Askone, where he hopes to trade nucleics. Gorov, however, is met with resistance by Askones governing Elders due to traditional taboos that effectively ban advanced technology. Gorov is imprisoned and sentenced to death; the Elders refuse Foundation requests for clemency. Trader Linmar Ponyets is ordered by the Foundation to try and negotiate with the Elders, and travels to the central Askonian planet. Ponyets meets with the Elders Grand Master and deduces that, though he is determined to have Gorov executed, he may be willing to exchange the captive for a suitable bribe, which Ponyets realizes would be a sum of gold. Ponyets clumsily fashions a transmuter that will convert iron into gold. The Grand Master informs Ponyets that others who have attempted this have failed and have been punished with execution for both their attempt and for their failure; Ponyets succeeds and convinces the Grand Master that the gold is appropriate for Askonian religious decoration, which pleases the Elders. Councilor Pherl, the Grand Masters protà ©gà ©, appears to be wary of Ponyets. Meeting with the Councilor, Ponyets discovers that Pherl is instead quite willing to work with him, if only due to the chances of eventually attaining the Grand Mastership himself. Pherl, from a different ethnic background than traditional Grand Masters and a young man, believes that a stable supply of gold will be able to dramatically increase his power, and Ponyets provides him with the transmuter. It appears that the friendly Pherl will ascend to the Grand Mastership, while Gorov is released quickly. Ponyets discusses his success with Gorov, who criticizes his techniques due to what he perceives as Ponyetss lack of morality. Ponyets replies by reminding Gorov of an alleged statement made by Salvor Hardin: Never let your sense of morals prevent you from doing what is right! The Merchant Princes (About 155 F.E.) (published August 1944 as The Big and the Little) Set around 155 F.E., The Merchant Princes takes places against the backdrop of a powerful Foundation, which has subjugated the neighboring Four Kingdoms and expanded its commercial and technological empire throughout numerous stellar systems. However, it continues to meet resistance, and three Foundation vessels have vanished near the planets of the Republic of Korell, a nation suspected of independent technological development. Master Trader Hober Mallow is assigned to deal with Korell and also to investigate their technological developments and find the missing ships. Those who have assigned this mission to Mallow, Foreign Secretary Publius Manlio and the Mayors secretary, Jorane Sutt, believe that a Seldon Crisis is underway; they fear that domestic tensions caused by the great autonomy given to Traders and shaky foreign relations may give rise to a nuclear conflict involving the Foundation. Sutt and Manlio, believ ing that they can weaken the Traders by staging an embarrassing diplomatic incident, plant an agent aboard Mallows ship. The agent, a respected Trader, invites a Foundation missionary onto the ship once it reaches Korell. Such missionaries are forbidden to enter Korell, and an angry mob immediately surrounds the ship, demanding the missionary. This rapid response in a remote location arouses Mallows suspicions, and Mallow gives the missionary to the mob, despite the frantic intervention of the agent. Later, Mallow meets with Korells authoritarian ruler, Commdor Asper Argo, who appears friendly and welcomes Foundation technological gifts. Argo refuses to allow Scientism on Korell, and Mallow agrees not to encourage missionary work in the Republic. Mallow is invited to tour a steel foundry belonging to Korells government, where he notes guards carrying atomic handguns. He is surprised to discover that these weapons bear the markings of the Galactic Empire, which the Foundation assumes has fallen by this time. Mallows discoveries lead him to believe that the Empire may be attempting to expand into the Periphery again, and has been providing weapons to client states such as Korell. Leaving the Republic and his ship, he journeys alone to the planet Siwenna, which he believes may be the capital of an Imperial province. He finds Siwenna a desolate and sad place, and meets the impoverished patrician Onum Barr in the latters isolated mansion, which is slowly crumbling. Barr, a former provincial senator and a leading citizen, had served in the Imperial government on Siwenna during a fairly stable time several decades earlier, before a series of corrupt and ambitious viceroys who each harbored dreams of becoming Emperor. After the previous viceroy rebelled against the Emperor, Barr participated in a revolution that overthrew the viceroy. However, the Imperial fleet also sent to remove the viceroy wanted to conquer a rebellious province even if it was no longer in rebellion, and began a massacre that claimed the lives of all but one of Barrs children. Mallow is tried for murder upon his return to Terminus, due to turning over the Foundation missionary to the mob. However, he is able to convince the court that the missionary was in fact a Korellian secret policeman who played a part in the conspiracy against the Traders manufactured by Sutt and Manlio. Acquitted, Mallow is received with delight by the population of Terminus, which will almost undoubtedly select him as Mayor in the elections scheduled to take place in the following year. To prepare for the election, Mallow engineers the arrest of Sutt and Manlio, and eventually takes office. However, he is soon faced with tensions between the Foundation and Korell, which declares war on the Foundation, using its powerful Imperial flotilla to attack Foundation ships. Instead of counterattacking, Mallow takes no action, waiting until the lack of Foundation goods forces Korell to surrender.

Presentation of women in Antigone

Presentation of women in Antigone Sophocles play Antigone presents us with three different types of women: Antigone, the strong-willed protagonist; Ismene, the weak sister of Antigone; and Eurydice, wife of Creon. Each of these characters personalities, lifestyles, and choices directly affects the characters mortality. The women characters in Antigone show great contrast, the most prominent being life and death. By analyzing the female characters, it can be seen that those who die, Antigone and Eurydice, share certain aspects that the survivor, Ismene does not; they are opposites of each other in nearly every way. The first opposite found, strong versus weak, plays a prominent role in this play. Antigones role within the play is much stronger than Ismenes or Eurydices on various occasions. Antigone never fears Creon and his laws, and openly defies them, twice. Upon being caught in the act, Antigone does not hide from what shes done, she confesses to it, Yes, I confess; I will not deny my deed, (Greene 487 pp 198). Antigone has a stronger familial bond with her brother, whom she believes deserves a proper burial, than her sister, Ismene, who refuses all participation in the unlawful act. After Creon has caught Antigone, he calls on Ismene, falsely assuming her participation in the illegal burial, and asks if she did it, Ismene replies I did it, yes-if she will say I did it, (Greene 590 pp 202). Only when Ismene fears her sister has told on her, does she show that she has the potential to be a strong character, like Antigone. Eurydice, who is not as prominent in the play as many other characters, is also portrayed as weaker than Antigone. Eurydice, being Creons wife stands behind him in all that he does. She supports him in his decisions, until his actions lead to the suicide of their son, Haemon. This puts Eurydice over the edge, at which point she kills herself. Both Antigone and Eurydice share the mental and physical strength to kill themselves for their loved ones. Similar to strength, but just as important in this play, is bravery. Antigones show of bravery throughout this play defies gender roles of her time, and makes her death meaningful. Other characters in this play kill themselves because someone they love dies, but Antigones death, though by her own hand, was caused by Creon and his misguided laws. The Chorus in the play praises her choices by saying, Yes, you go to the place where the dead are hidden, but you go with distinction and praiseit was your own choice and alone among mankind you will descend, alive, to that world of death, (Greene 878-884 pp 213). Antigones choices show her strong will, and continuous love for those she has lost. Antigone willingly gives her life to ensure her brother gets to the underworld safely, and once she does that she kills herself to be with her family in the after life. The character of Ismene shows no sign of this bravery, and this conformity to Creons way of thinking preserves her life. She continuously takes on the common subordinate role women usually are portrayed in, saying such things as You ought to realize we are only women, not meant in nature to fight against men (Greene 70-71 pp 183) and bury him in secret; I will be silent, too, (Greene 98 pp 184). Ismene does all she can to try to convince her sister to change her mind. The women in this play share a commonality in their love for their family, but Antigone is the only one who is not afraid to prove it. Family is, not only the leading cause of death of women within this play, but the basis for this entire play. It is Antigones lineage that began all of this chaos in the first place, as stated by Ismene, Consider sister how our father diedhow he himself struck out the sight of his two eyesThen, mother and wifedid shame violently on her lifeThird, our two brothersEach killed the other, (Greene 56-65 pp 183). Antigone proves her undying love to the dead members of her family by taking her own life, and in a way disowning Ismene for not doing the same. Ismene fears the punishment associated with burying her brother, and therefore refuses to do anything which would endanger her life. After Ismenes confession, Antigone refuses to let Ismene have any false glory, Justice will not allow you what you refused and I will have none of your partnership (Greene 592 pp 202). Similar to Antigone, Eurydice gives up her life for a loved one. The bond between mother and son is much stronger than that of husband and wife, and its this bond that leads Eurydice to take her own life once she hears that her son has taken his own life. A character known as Second Messenger recounts her death, The queen is dead. She was indeed true mother of the dead son. She died, poor lady, by recent violence upon herself, (Greene 1358-1360 pp 229). With whom these women align themselves seems to be a deciding factor in their life or death within the play. There are the women who, in the end, align themselves behind Creon and his rule, and those who believe in other forces. Antigone goes against Creons laws, believing that since Creon will eventually die, his proclamation (concerning her brothers burial) holds no power. She thinks only the Gods have enough power to declare who should be buried and who shouldnt saying, it was not Zeus that made the proclamation; nor did Justice, which lives with those below, enact such laws as that, for mankind, (Greene 494-496 pp 198). This belief eventually leads to the actions which cause Antigones death in the play. Her sister, however, believes Creon is right and shouldnt be defied, saying we are ruled, by those who are stronger, (Greene, 72 pp 183). By being obedient to the King of Thebes, Ismene preserves her life, but at what cost, if everyone she loves dies in the process? The exception to this is Eurydice, whose character isnt explored deep enough to discover her true feelings, but she did align herself with her son by the end of the play, killing herself to be with him. The two female characters who did not believe faithfully in Creon died, while the subordinate female survived. Being a woman in and of itself plays a big part in the morality of these female characters. According to the website Ancient Greek Civilizations: the Women of Athens, marriage is a right of passage for girls to become women, (The Women of Athens). Eurydice is the only married women within the play, leaving us to believe Antigone and Ismene are still girls. However, in death, Antigone says herself that her husband is to be the Lord of Death, (Greene, 877 pp 213). Jana Shopkorn, who created a website entitled Til Death Do Us Part: Marriage and Funeral Rites in Classical Athens, says that Death before marriage signifies a marriage with the underworld, (Shopkorn). Following this line of thinking, the only woman who survives was in fact a girl, and being married was a curse, of sorts, for Eurydice and Antigone. Through the analysis of the only 3 females in Sophocles play Antigone, we discover a wide array of contrasting characteristics. The dynamics between these characters provides insight into their mortality within the play. The two female characters that die in this play, Antigone and Eurydice, share many similarities that Ismene, the sole female survivor does not possess. Their opposing personalities, lifestyles, and choices throughout the play can be directly correlated to their death or survival in this play. Works Cited Greene, David Lattimore, Richmond (Ed.). (1991). Greek Tragedies. Chicago: The University of Chicago Press. Shopkorn, Jana. Til Death Do Us Part: Marriage and Funeral Rites in Classical Athens. 6 Oct 2008 < http://www.perseus.tufts.edu/classes/JSp.html>. The Women of Athens. Ancient Greek Civilizations. 8 Oct 2008 .

The History Of Cadbury Chocolates Marketing Essay

The History Of Cadbury Chocolates Marketing Essay Cadbury chocolate development is not very well in a few years before. There was international acquisition between Kraft, Mars, Nestle and Cadbury. As a result, Kraft won the acquisition which is successful to have ownership of Cadbury. In recent years, Cadbury promotes Daily Milk chocolate with using Youtube movie such as Cadbury Eyebrows. When this movie uploads to Youtube, it spreads faster in the world. The most special is background music. When everyone listen the music in everywhere, they must link up to Cadbury chocolate. Therefore, most of people pay more attention on Cadbury this brand name and their products. . In the current market, there will be used SWOT to analyze as below: Strength: The famous brand name in the world including Hong Kong. The brand has almost 200 years history. In 2007, Cadbury promote new 10 products which are focus on healthy and high class. In 2009, the Eyebrows movie has changed the Cadbury traditional styles to become trendy. Weakness: Cadbury did not launch chocolate premium in special festivals which are Valentines Day, Halloween ,Christmas and so on in recent years. Opportunities: Cadbury can enlarge their market share in Hong Kong. They can open a specialty shop for selling chocolate products such as chocolate snacks, chocolate drinks, and chocolate cakes. They can do more promotion like coupons, trial products for customers. Also, they can make a cross over with Oreo chocolate cookies. Its can enhance the brand awareness. Threat: Cadbury chocolate was discovered some products have salmonella and melamine in 2006 and 2008. It is enormous impact of the brand. Customers lost the confidence of Cadbury chocolates. Also, they have many competitors such as Kinder, Toblerone, Ferrero Rocher and the other chocolate products. 1a.Competitive analysis In Hong Kong, the main competitor of Cadbury is Mars, Incorporated. They have famous products in Hong Kong such as MMs, Dove, Mars and Maltesers. Besides, they have five principles in their mission which are Quality, Responsibility, Mutuality, Efficiency and Freedom. They are using these five principles to give the best to customers and fulfill their needs. It can keep the good relationship with customers. Moreover, there are using lots of promotion to their chocolate products. For example, advertising on TV, magazines and posters. Also, internet like Facebook and Youtube must be the main channels for selling products. Furthermore, Mars, Incorporated has lots of product lines with good reputation. Different types of product can match different types of customers. It will be the strength of the brand to attract different customers. Also, the company would like to use cartoon to be celebrity endorsement to attract children to buy chocolate such as MM chocolate product use cartoon characters to promote. It is very successful. In the weakness, the brand awareness is not higher. Because of too many product lines in the brand, so most of customers only know the line of the brand. They dont know the head of the brand is Mars, Incorporated. 2.Cadburys Marketing Strategy Cadbury is using marketing mix as their marketing strategy. Marketing mix can control four tactical marketing tools which are product, price, place and promotion in order to produce the response it wants in the target market. Cadbury can do everything to influence the demand of those chocolate products. Cadbury offers different flavor of chocolate to the children and their parents, for example milk chocolate, dark chocolate, fruit and nut chocolate and whole nut chocolate. They are provided with high quality as Cadbury launched the Cadbury Cocoa Partnership, developing cocoa farms in Ghana, India, Indonesia and the Caribbean. These places are suitable for the cultivation of cocoa beans, and therefore Cadbury can control the quality of cocoa beans to produce chocolate products. There are different package of the chocolate products such as boxes, bags and bars. So that customers have many choices on choosing the type of packaging and flavors, and all the products are sold under Cadburys brand name with purple packages. Besides, Cadbury use cost-based pricing to set the chocolate products. They set the price based on the costs for producing, distributing, and selling the products plus a fair rate of return for its effort and risk. Sometimes, they will offer some discounts to reward customers for certain responses. The forms of discounts include cash discount and quantity discount. They would like to lower price of the chocolate products or buy large volumes with price reduction to buyers. Such discounts provide an incentive to the consumers to buy more. About the promotion mix they use are advertising on TV and magazines, sales promotion and public relations. Cadbury can promote their products through these channels, bringing the message share the joy today to the potential customers, communicate customer value and build a loyalty relationship with them. In the London 2012, Cadbury is one of the sponsors in this event, creating the sports and stripes event to bring the excitement of London 2012. Also, Cadbury created a athlete team that can be used across the business to motivate and inspire. Cadbury chocolate products sell in the convenience store like 7-Eleven, Circle K, Vingo and supermarket. These places are the consumers most likely to shop. Cadbury is using intensive distribution strategy, stocking the chocolate products in many outlets. As a result, these chocolate are available in everywhere when consumers want them so as to provide brand exposure and consumer convenience. 3.Branding Strategy Cadbury is using line extension strategy to apply the products it sells. Cadbury is likely to introduce the additional items in a given product category under Cadburys brand name, such as new flavor( milk, dark chocolate, fruit nut, caramel, truffles), forms, colors(purple), ingredients( vegetarian, nut-absent, Gluten-absent) or package sizes ( bags, bars, boxes, tins). Line extension brings more benefits for the firms and consumers. For the Cadbury, they might introduce new chocolate in a lower cost and lower risk way. Also they might want to meet consumer desire for variety, use excess capacity or simply to command more shelf space from resellers, giving more choice to consumers. On the others, there might be self-cannibalization and consumer confusion if the added chocolates have no differentiations from customers perspective. 4.Product marketing 4a.Point-of-purchase Cadbury chocolates are selling in the supermarkets and convenience stores. There are many types of Cadbury products. Locations are large and rent is lower. Some stores are located near residential areas. 4b.Product Life-Cycle Stage Cadbury chocolates are in the maturity stage. They have brand loyalty because of the long history of the brand. However, some products are launched a long time. It will go to decline stage. Therefore, it needs to do more sales promotion and personal selling to retain customers. 4c.Product Uniqueness Cadbury chocolate products have point-of-different. Their unique point is Cadbury chocolates using Green packaging and Fair-trade. About green packaging, they are using packaging design and waste strategy. They have environment concern such as using paper, board and cellulose film materials to make their product package. It can achieve substantial development. Also, Cadbury Dairy Milk has announced the investment plans for its first Fair-trade social premium to cocoa farmers in Ghana. The packaging also has the fair trade label to show that producers have better living condition and consumers can use lower price to get the products. It is good for both parties in the business. 5.Promotional Mix Promotional mix refers the basic tools used to accomplish an organizations communication objectives. The promotional mix has included six elements: advertising, direct market, internet marketing, sales promotion, public relations and personal selling. Each element as an integrated marketing communications tool that plays a distinctive role in an IMC program. Advertising refers any pay form of nonpersonal communication about the organization, product, service, or idea by an identified sponsor. The nonpersonal component means that advertising involves mass media such as TV, poster, magazine that can transmit a message to large groups of individuals at the same time. Direct marketing refers organizations communicate directly with target customers to generate a response, it involves different activities such as direct selling, database management and direct response advertising through direct mail, the internet and broadcast. Internet Marketing refers the interative media allow for a back-and-forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time. The new media allow users receive and alter information and images, respond to questions and make purchases. For the internet, the interactive media include interactive television and mobile phone. Sales promotion refers marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. Public relations refers the management function which evaluates public attitudes, identifies the policies and procures of an individual or organization with the public interest, and executes an action to earn public understanding and acceptance, it is aims to establish and maintain a positive image of the company for the publics. Personal selling refers a form of person to person communication in which a seller attempts to assist prospective buyers to purchase the companys product or service or to act on an ideas. Cadbury used advertising, Sales promotions, Public relations and internet marketing to promote their companys product. For the advertising, Cadbury has poster in MTR and in store display at different supermarkets. The advantage of advertising is low promotional cost for the company, the interesting and beautiful poster or the in store display can attract customers attention. Also, the poster can let people watch a long time to know more the products details. The disadvantage of the advertising is it only can deliver a brief message about the product, it may only have a short term memory in customers mind. Moreover, the poster usually needs a larger place. Sometimes, it is difficult to find a suitable place for the companys poster and the poster is easily to be impaired by the human destruction or the weather condition. For the sales promotion, Cadbury has promoted the coupons and sweepstakes for the customer. For example, if the customers buy at least three products, it will have discount to buy the product. Also, Cadbury would holds some sweepstakes with other companies for the customers, the award will be concert tickets or some special drinks provide by other companies. The advantage of sales promotion is it can appeals price sensitive to consumers and offer discounts without retailer cooperation. Also, the promotional activities will easily attract the customers buy more products and it may motivate non target group customers try to taste the product and encourage customers buy the product again. The disadvantage of sales promotion is the cost will increase and low redemption rates. It often used by loyal consumers who would purchase anyway and hard to tell how many consumers will use them and when. Consumers only focus on sweepstakes, not brand. Sometimes, it may misredemption and fraud such as customer redemption for a product or size not specified on the coupon. For the public relations, Cadbury has a sponsorship with the Olympic 2012 in London. The advantage of public relations is it can enhance the companys brand awareness for the customers, It will increase the brand visibility. The disadvantage of public relations is it cannot deliver the products message to customers and the cost of sponsored usually be high. For the internet marketing, Cadbury has Facebook fans pages and Apps in the smartphone play store to provide the latest product information to the customers. The advertising of the internet is target marketing and information access. Target marketing means the Web is the ability to target very specific groups. Information access means the customers can find the products information in the website. The advantage of internet is two way forms of communication. Also, it offers the capability to more closely and precisely measure the effects of advertising and other types of promotion. The disadvantage of internet is customers may lack of motivate to find the advertisement to know the details of product. 6.Media Mix Media mix refers a wide variety of media and media vehicles are available to advertisers. The characteristics of the product or service, the size of the budget, and individual preference are some factors to determine what combination of media will be used. According to different promotional situation, the companies will use different promotional strategy such as TV, coupons and internet. TV is the most effective medium, coupons can stimulate customers to buy the products, Internet can help customers to find the in-depth information. Cadbury has some advertisements on TV. The advantages of TV are creativity and impact, coverage and cost effectiveness, captivity and attention, and selectivity and flexibility. For the creativity and impact, TV has provided a platform for presenting the advertising message. The sight and sound are creative and it can convey the brands image to develop the entertaining appeals that help make a dull product appear interesting. For the coverage and cost effectiveness, the advertising of TV make it possible to reach large audiences, the companies with widespread distribution and availability of their products use TV to deliver their messages at a low cost, it is very cost efficiently. For the captivity and attention, even to increase in viewing options and the automatic devices have made it easier for TV viewers to avoid commercial messages. However, the remaining viewers are devoted some attention on the advertisings messages that means the TV advertising have an effect on consumers mi nd through the repetition and slogans. For the selectivity and flexibility, with the growth of cable TV, the advertiser can refine their coverage further by appealing to groups with specific interests such as sports, news or music. The advertisers can adjust the media strategies of different geographic markets through local advertising in specific market areas and the advertising can run repeatedly of special occasions. The disadvantage of TV is high cost of buying airtime and producing a quality commercial. The geographic selectivity is a problem for local advertisers, TV still cannot offers as much audience selectivity as magazines or direct email for reaching precise segments of the market. The advertising of TV usually leave nothing tangible for the viewer to consider because the time of advertising become shorter and shorter. Moreover, the audience usually did not watch TV in advertising time, they may leave the room to go to the bathroom or get something to drink or eat. Sometimes, the audience may change TV channels to avoid the advertising. 7.Recommendation For the personal selling, when the Cadbury launch new product, they can recruit some short-term promoters to promote the new product. Also, the company can launch more promote events such as free tasting, It can attract the new customers. For the public relation, Cadbury can create more sponsorship with other sports competition and charity to increase the companys image and visibility. Also, the company can have celebrities endorsement, the company can use cartoon characters, famous stars to attract target customers. For example, Johnny Depp, he is a famous film called Charlie and the Chocolate Factory, the theme of this movie is perfect match with Cadburys product. 8.Conclusion After doing the project, we discovered the products in Hong Kong are different from United Kingdom. Compared with Hong Kong, Cadbury is offer more products in UK. There are many types of chocolate products with different package in UK, for example truffles, hazelnut, peanut, toffee popcorn, Oreo chocolate and chocolate drinks. The packages are tins, boxes and bags. However, Hong Kong without these products/ Besides, the Cadburys products in Hong Kong are lack of creative packaging. They will not put more effort on designing the package during Halloween, Christmas, Chinese New Year and Easter. Thus, it cannot attract customers for buying and have no incentive on it. Moreover, Cadbury lack of direct marketing to communicate with consumers although they have advertising on TV, magazines and poster. As a result, there are some improvements. Firstly, Cadbury can introduce more products in a new product line by using brand extension. They can launch a new product or modified products in a new category under Cadburys brand name like chocolate drinks or chocolate ice-cream. From the customer perspective, they will be faster acceptance because Cadbury has long history and well-known in making chocolate. Also they can increase brand usage rate, increasing the frequency with Cadbury the consumer is consumed and making it easier to use and reduce the disincentives for use like sugar-free chocolate. Therefore, it can attract more customers to aware and buy it as the product is innovative and creative. In addition, Cadbury can operate a retail shop to sell their own products, decorating the store as a fairy tale and offering chocolate cake and chocolate drinks. So that customers can enjoy the use of these services and enhancing the brand awareness. Furthermore, Cadbury can be more concentrated on Hong Kong markets since Hong Kong market as the strategic point to enter China market, to be easier to enter China market in the future. Finally, promotion is rather important for Cadbury building its recognition. Since Cadbury can use promotional tools to persuasively communicate consumer value and building relationship with them. They cannot only have advertising on broadcast media and magazines. They can also have point-of-purchase advertising, display the chocolate products in the store shelf, thus reaching more customers and they can be aware of it. Outdoor advertising is also suitable. Signs on buses or MTR can be draw customers attention. Cadbury is the largest chocolate company in the world. We think that Cadbury do not only concentrate on the Americas markets since Asian and European markets are valuable to develop.

The Writing Process :: essays research papers

The Six Stages of the Writing Process 1. Planning:  Ã‚  Ã‚  Ã‚  Ã‚  Planning is the process of setting document objectives, analyzing audience needs and responses, and developing a course of action to accomplish the objectives. Effective planning takes time at the beginning of the project, but overall saves a lot of time. 2. Research:  Ã‚  Ã‚  Ã‚  Ã‚  Research is the systematic investigation of a subject in order to discover facts, opinions, or beliefs. The amount of research needed for a written assignment depends on the nature of the document and the information available about the subject. While minimal research is usually needed for simple memos or letters, longer, more complex documents may require more. 3. Organization:  Ã‚  Ã‚  Ã‚  Ã‚  Organization relates to the decisions writers make based on their communication objectives, audience requirements, and format limitations. These decisions determine the order, in which they present their ideas, and logical connections that exist among these ideas, and the approach they take to present the ideas. 4. Composition:  Ã‚  Ã‚  Ã‚  Ã‚  This process involves following your organizational writing plan to produce a rough draft. As this process begins writers make decisions about such matters as tone, style, and level of formality. 5. Design:  Ã‚  Ã‚  Ã‚  Ã‚   Design is the process of placing information on a page so that it is easily read. Various design elements help clarify organization, including headings, underlining, and bulleted lists. 6. Revision:  Ã‚  Ã‚  Ã‚  Ã‚  This is the final stage of the writing process. It includes five specific steps that transform a rough draft into a finished document. These steps include the following:   Ã‚  Ã‚  Ã‚  Ã‚  Ensure the best words, style, and tone are used.   Ã‚  Ã‚  Ã‚  Ã‚  Check for clarity and conciseness and remove all jargon.   Ã‚  Ã‚  Ã‚  Ã‚  Eliminate all punctuation, grammatical and spelling errors   Ã‚  Ã‚  Ã‚  Ã‚  Focus on coherence through the use of effective transitions.   Ã‚  Ã‚  Ã‚  Ã‚  Check for factual errors. The Five Steps in the Writing Process 1. Purpose:  Ã‚  Ã‚  Ã‚  Ã‚  You have to understand your aim or intention for writing. You must know if you are writing to inform, to persuade, to describe, to narrate, to summarize, to define, or to compare. 2. Audience:  Ã‚  Ã‚  Ã‚  Ã‚  You have to know your audience and how that audience might influence your approach. 3. Stance:  Ã‚  Ã‚  Ã‚  Ã‚  Stance refers to the combined effect of voice and tone. Voice is your relationship with the audience and tone is the relationship with your subject. 4. Research:  Ã‚  Ã‚  Ã‚  Ã‚  During this step one has to decide if research needs to be conducted or whether your current information is adequate. 5. Design:  Ã‚  Ã‚  Ã‚  Ã‚  Design refers to a clear sequence for communicating your information most effectively. Helping to Achieve the Writing Objective The thesis is your basic position and is usually conveyed in a single sentence.

The Racial Bias of Capital Punishment in America Essay -- Argumentativ

The Racial Bias of Capital Punishment in America   Ã‚   Throughout history, minorities have been ill-represented in the criminal justice system, particularly in cases where the possible outcome is death.   In early America, blacks were lynched for the slightest violation of informal laws and many of these killings occured without any type of due process.   As the judicial system has matured, minorities have found better representation but it is not completely unbiased.   In the past twenty years strict controls have been implemented but the system still has symptoms of racial bias.   This racial bias was first recognized by the Supreme Court in   Fruman v. Georgia, 408 U.S.   238 (1972).   The Supreme Court Justices decide that the death penalty was being handed out unfairly and according to Gest (1996) the Supreme Court felt the death penalty was being imposed â€Å"freakishly' and ‘wantonly† and â€Å"most often on blacks.†Ã‚   Several years later in Gregg v. Georgia, 428 U.S. 153 (1976), the Supreme Court decided, with efficient controls, the death penalty could be used constitutionally.   Yet, even with these various controls, the system does not effectively eliminate racial bias.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Since Gregg v. Georgia the total   population of all 36 death rows has grown as has the number of judicial controls used by each state.   Of the 3,122 people on death row   41% are black while 48% are white (Gest, 1996, 41).   This figure may be acceptable at first glance but one must take into account the fact that only 12% of the U.S. population is black (Smolowe, 1991, 68).   Carolyn Snurkowski of the Florida attorney generals office believes that the disproportionate number of blacks on death row... ...nfined† (As cited in Lacayo, 1987, 80).   With great effort, the judicial controls can begin to battle the racial bias of Americas Judicial system but to completely eliminate such a bias, the people involved in the judicial process must learn to look past the race of the offender or the value of the victim, and instead focus on circumstances of the crime.    References    Gest, T.   (1986 Oct. 20).   Black-and-White Issue?   US News & World Report,   101 (16), 24-25.    Gest, T.   (1996 July 8).   A house without a blueprint.   US News & World Report, 121 (2), 41-42.    Lacayo, R.   (1987, May 4).   Clearing a Path to the Chair.   Time, 129 (18), 80.    Seligman, D.   (1994, September 5).   Uh oh! More Stats.   Fortune, 130 (5), 113-114.    Smolowe, J. (1991, April 29).   Race and the Death Penalty.   Time, 137 (17), 68-69.

Critical Lenses Essay

L. a Date: 11/14/12 Critical Lenses Herodotus once said â€Å"men are at the mercy of events and cannot control them. † In saying this Herodotus meant that men cannot control any situation, but that it is fate that determines what is to occur. Prince Edward from The Prince and the Pauper by Mark Twain and Macbeth from Macbeth by William Shakespeare prove this statement to be both true and false. Macbeth in the play (structure) Macbeth by William Shakespeare proves the statement true.The story is about a man named Macbeth and him becoming king (plot). In the year 1040 in Scotland (setting) three witches prophesize to Macbeth that he will be King (foreshadowing). Macbeth is forced to kill the current king, King Duncan, in order to take the throne. After Macbeth kills King Duncan he feels very guilty. Macbeth ends up killing even more people to cover up his lie (characterization) As Macbeth’s life goes on as king, he begins hearing voices and having hallucinations of Banq uo’s ghost (imagery).These are just the consequences of his actions, and he had to live with them. Macbeth goes from gaining respect, appreciation and wealth to losing everything (characterization). Macbeth chooses to listen to the witches’ prophesy, rather than listening to Banquo telling him the prophecy may be evil; thus, Macbeth causes his own problems. In contrast Prince Edward from The Prince and The Pauper by Mark Twain was more at the mercy of his situation than was Macbeth. In this novel (structure), Prince Edward has been raised in luxury.Prince Edward birth was celebrated by the whole country and was wrapped in silks and satins (imagery). He is used to fine foods, magnificent clothing, and to being waited on by hundreds of servants, as well he is accustomed to being protected and to giving commands that others obey quickly. He is used to these things simply because they are part of the life of a prince. Having spent his entire life in the confines of the roy al palace, he has daydreamed about the freedom experienced by boys such as Tom Canty (the pauper).One afternoon Prince Edward and Tom Canty trade clothing and as a result, they trade lives as well. Prince Edward trades places with Tom Canty and ends up in Offal Court. Prince Edward gets to experience what Tom Canty’s everyday life was like: to be poor and be treated horribly by Tom’s father. Prince Edward is now learning how hard life is for his subjects and how unfair the laws are. Edward, as a child, is now at the mercy of adults outside the palace, both good and bad.After many adventures, matters are set right again, with the help of Miles Hendon to take him back to the palace, with one of the boys resuming his rightful, royal position and the other boy accepting a position that recognizes his innate intelligence and good heartedness (plot). Macbeth from Macbeth by William Shakespeare and Prince Edward from The Prince and The Pauper by Mark Twain prove Herodotusâ₠¬â„¢s saying â€Å"men are at the mercy of events and cannot control them† to be true as well as false.The statement means that men cannot control any situation but that it is fate that determines what is to occur. Both Prince Edward and Macbeth make poor decisions which get them into trouble . However, Macbeth, the adult, makes worse decisions that are wrong and evil and deserve punishment. Edward, the child, makes an innocent mistake and is punished anyway. Yet, fortunately, though the kindness of Miles Hendon, Edward is able to return home, having learned from his experiences, unlike Macbeth who loses everything and is killed.

Behavioral Implications Of Biological Developmental Changes In The Human Past

Behavioral patterns of the humans are no less influential in its biological development. In fact, one had complemented the other in many ways, and it is a never ending process. It is this process which have manifested in humans the most, after they justified their candidature before natural selection through its various stages of evolution, ranging from bipedalism to the development of language, save the development of brain-size in between.As behavior is found to be mostly species-specific, it speaks of its biological connection; on the other hand, biological development also keeps track of the behavioral changes and adapts to them, all the while environment playing a catalyst between (Descent, 2007). It's like gene-text facilitating the course of behavior and behavior at other times, influenced by the environment, scripting new traits in the gene-text.Some might call humans lucky to find the environment conducive to reach this stage, some would stress on the fact that bipedalism ho lds the key, while some other would stress on the behavior that humans achieved after bipedalism through the development of brain. Thus this essay explores the behavioral implications of biological developmental change, before coming to the conclusion of holding both equally responsible and complementing to each other. Bipedalism Two-legged activities are called bipedalism (bi=two, and pedalism= pedaling acts).It basically covers the four states of movement through a pair of legs, such as standing, walking, running and hopping. It has long evolving history among the vertebrates, ranging from dinosaurs to birds, save the ostrich, who has an estimated speed of 65 km per hour that once matched by the maniraptors, now in the extinct list of dinosaurs (Bipedalism, 2003). However, bipedalism is not a habit of those who have four legs, like the larger section of mammals.However, to match with the uniqueness of nature's diversity, the kangaroos lead in representing the mammals who use biped al movement, through hopping. But it is the humans who provided more variation in their bipedal movements, while the gibbons and giant pangolins prove to be distantly resembling to it. Understandably, bipedalism involves a firm ground beneath the feet; and that takes away the amphibians' scope to earn this scope. More so, it is mostly a reared-up action and barring a few instances of some lizards and cockroaches this action is also unfamiliar in arthropods.Same can be said about the reptilians. With exception being the rule of the nature, two kinds of octopus are seen to resort to bipedal movement at times or some of the animals can be trained to exploit the bipedal movement. , much like the humans who can train themselves to walk on their hands. These are deviations and have no bearing to the mainstream evolution. Bipedalism is considered to be one of the major causes of bringing humans where they are today. The reasons are far too many, as they range from elevation of perception t o the improved condition of survival.Between them lies the factors like utilization of free hands, swimming, faster movement, greater reach, etc. , that speak of several advantages of adapting to the living conditions. This trait has evolved independently, that is, not in a set pattern, having various lineages. As for example, the lizards, the recognized pioneer in bipedalism, have a proven track record of this since 290 million years! Dinosaurs and birds follow closely with their record of 230 million years, much before the groups of extant mammals resorted to bipedalism, mostly evolved independently.However the quest to find the reasons behind this elevation of humans fetch us 12 hypotheses and also points at the fact that the human brain-size could develop only after attaining bipedalism. Brain Development Bipedalism facilitated the humans with a new kind of freedom that they enjoyed with hands, letting them to be more organized in their survival and developmental processes. Howe ver, the gradual manifestation of intelligence in humans has a complex process, and still invites lot of research and observation.Charles Darwin attributed its development in humans as an evolution through the process of natural selection, where humans have become successful in manipulating the brain-body ratio, as well as the development of brain-size for a longer period after birth, rather than other creatures (Creationists, 2007). Overall the situations proved more conducive for the humans to develop their brain-size, like the bipedalism, or front-facing, binocular vision. The work-power of the two hands saved free zone for the brain for them, which led to the exploration of new avenues, thereby increasing the horizons of thinking through more number of activities.Once they adapted to giving birth to their offspring with soft skull that would grow on later, the humans were the decided master of the Earth. The evolution of intelligence always follows a pattern, where, a solution t o a problem takes the solver to another plane, where it faces a new set of problems – upon solving which, it again arrives at another plane to face the similar situation; in the process its thought-processing faculty also fights to gear up for the new challenge, finally succeeding in increasing its ability.Humans, after discovering their new life in the post bipedalism era, when they also had the scope to develop their brain-size in the post-natal period, faced the challenge of securing their offspring, who proved to be totally unfit to survive alone. This situation forced them to remain in groups and explore the ways to enhance the communication among the group members.This state again, commanded for using the brain more than earlier, and responding rightly to that challenge, the humans arrived at a new plain of existence, where they could mastermind their ventures and be joyous with more productivity, with the more secured system for their offspring. The power of interperso nal communication earmarked the new bend in the history of development of humans and finally propelled them to an astoundingly different height from the rest of all other creatures of the earth, with sophisticated set of body and brain complementing each other.Language Faculty The advent of the concept of communication gradually helped humans to shape their behavior, and those acquired traits again worked on their biological evolution apropos their interdependency. As like in its earlier stages where the new solutions fetched new problems which ultimately proved ladder to another developed state of being, the progress of language also had a similar route and is still evolving on with time. It started with signs and sounds and finally followed by the scripture forms, all generated with the intensity to express the ideas bubbling within.The behavioral process at this stage dealt with the urge to create the identity of the individual and the group; another new challenge with the invita tion of reaching another plane of refined existence. They then started identifying various sounds as the representative of various emotions, and needs; with time, these set ideas gave birth to proto-language, which, it could be well-assumed, were influenced and conditioned by the environment, much the way it helped them to achieve bipedalism, and thereafter the larger brain-size.Now it worked on to them find their identity, which generated the races with their certain features distinguishable from one group to another. This tendency of uniqueness gave way to the quest of tracing the uniqueness in an individual greater than ever, and in the process, the started reshaping the language by broadening its base from sound to scriptures, the cuneiforms. These activities also helped to serve the group or the race, helped to maintain the balance in the demand and supply ratio of the resources, it again indicated towards a better state of living with every requisites of it being more organize d and handy (Scientists, 2003).Thus a new avenue of collective living was opened with the cohesion in language. Some also earmark this period as the involuntary manifestation of the desire to form better society or race, a period of precursor of eugenics in the recent times; some attribute this stage as the moment before the giant leap of the civilization. However, concepts apart, there is no doubt that the advent of language among humans helped them to find their ways and means of more comfortable life-style and that attributed further to the evolution of their body that gradually adapted to that newly acquired lifestyle.CONCLUSION The history of the evolution of humans may be counted from the natural selection to the time from when humans started selecting their living conditions. Between these two poles, lie millions of years of graduation or probation period entwined with millions of influencing factors, in which its behavioral patterns and biological developments played stellar roles, both being interdependent and determiner of the development of the other.Likewise, it's the bipedalism facilitating the development of the brain, and then brain's behavior affecting the working pattern of the humans, which in turn influencing the body to adapt to that new working condition, and again that acquired new formation of the body ventures to some new action which is supported by the brain.. this never-ending process of evolution is still on; with body, brain and environment, all the three components achieving new dimensions, nevertheless influencing one another as ever.It can be said, thus, the human past is a fascinating, interactive journey of body and brain (the determiner of behavior), where environment all along served the input for the development of both. In the maze of body-brain communication, any of them can rule over the other, depending on the situation, i. e. , the state of environment, who works on as a stimuli, be in on the mental or on the physical plane. Ends BIBLIOGRAPHY Adaptation by Natural Selection. http://www2. wwnorton. com/college/anthro/bioanth/ch1/welcome. htm. Retrieved on march 28, 2007 Bipedalism http://www. stanford. edu/~harryg/protected/chp15.htm Retrieved on march 28, 2007 â€Å"Creationists Arguments: Brain Sizes† http://www. talkorigins. org/faqs/homs/a_brains. html â€Å"Evolution of Man†, BBC http://www. bbc. co. uk/sn/prehistoric_life/human/human_evolution/index. shtml : Retrieved on march 29, 2007 â€Å"Human evolution†, http://en. wikipedia. org/wiki/Human_evolution , Retrieved on march 29, 2007 Press release. â€Å"Scientists discover hominid cranium in Ethiopia†.. Indiana University (March 27, 2006). Retrieved on march 30, 2007 â€Å"The Descent of Man† http://en. wikipedia. org/wiki/The_Descent_of_Man%2C_and_Selection_in_Relati on_to_Sex Retrieved on march 27, 2007