Lots of things

What the services and facilities people will look forward to? There are lots of things to consider among the industry. Let cannot do well with only one organization. It Just likes a intangible product, if you want attract people to choose that you must need to do well prepared for their planning , delivering, advertising. 2. The structure of the travel, tourism and hospitality Industry First of all, there are so many different aspects to define the tourism Industry . Most of us will follow the definition from the World Tourism Organization (WTFO).It defines Tourism as one activities of human traveling to and staying in places outside their usual area for not more than one year for leisure, business, and other purposes. And in side the Tourism, it related to many parts of business and organizations to promote the tourism product. They consist three sectors from the tourism environment. There are public sectors, private sectors and voluntary sectors. The public sectors mean the governm ent of the country involved in the industry of tourism directly or indirectly, for example, the National Tourism Organization (ONTO).What the public sectors to do s by directly building the facilities and destinations or training the people who work related to the Industry Indirectly. And what the public sectors done will make a widely range of Influence to the relevant travel Issues all around the world-Next the private sectors covers all the commercial businesses Like the chain hotels, airlines, restaurants or even the tour operators-This kind of sectors' purpose is making money and it can contains all levels of distribution chain, which means the private sectors can be a suppliers, wholesalers and the retailers at the same time.What's more is the voluntary sectors, they are not the organization pursuing profit compared to the private sector. Let represents the specific interests of the members in the group and formed a unique purpose to promote the tourism.For example, the Nation al Association of Travel Agents Singapore, it promotes and enhance cooperation between the travel agents, playing an important role of negotiating for members and to make the public understand the services which the members can provide which Is a guarantee of competence-And besides the tourism, the part of travel also can be operated to many kinds of way-Sea travel Like the cruise trip, people choose the cruise instead of flight because it provides everything you need from entertainment, beautiful views of countryside and even the traditional local spot of the destinations.Air travel is so common to describe, by the airplane people can go another place with the shortest time and figure out international, cultural different backgrounds. And domestic road travel provide a convenient way for the visitors that they can go anyway in the country, driving by themselves which not limited by time or money else. What's more, the hospitality industry according to different sized operations,dif ferent customers can divided to many kinds of sector. For instance, the accommodation, gambling, holidays park,events,visitors attraction and so on.For example, the Singapore Airlines takeovers the Jetsam Airlines to make their customers have more choices of flight lines. Instead of horizontal integration, vertical integration is make the company gets greater control and it involved in different levels of operations. Compared to backward vertical integration, forward vertical integration is more common. It is mean the company buys the further down equines under then distribution chain. On the other hand is mean that the forward vertical integration gaining more closer to the consumer.For example, the Airline company takeover the travel agent to obtain well control the distribution and plan, organize more efficient, profitable package for the company. Backward vertical integration mean the company buy upward business and it is moving further from the customers. For example, the Thoma s Cook Holidays setting up Thomas Cook Airways. In conclusion, we can find that the integration leads to more control and benefit to one business.

The Characteristics Of The Modern Period As Related To Thomas Hardy`s “Hap”

The modern period is characterized by accelerating social, technological and economic advancement. It is also weight by the build up of universal empire controlling almost all of the economies of the world (â€Å"An Analysis of Hap by Thomas Hardy†). Great bulk of wealth has been transferred and controlled by some countries. However, some just lag behind and unable to stand with the sudden crash that happened. Time has changed and everything has changed but some still insisted with ancient mindset that has been coined a long ago.Mindset that was not acceptable this modern period. In his poem â€Å"Hap†, Thomas Hardy pointed out modern changes and the unsystematic landscape of life. This was the time of transition. The presence of somebody in existence that was liable in all the changes that was happening was wondered and inquired about (Davidson). The idea of great economic, social and technological changes was new. It was not yet clearly defined and established.All the advancement that was happening to their way of life was an idea that was fallen from the sky and was just credited to somebody he thought to be compassionate God was responsible (â€Å"Thomas Hardy (1840-1928)†). All modernization in technology, culture, beliefs, traditions, mindset and even religion was worked out by man for thousand of years. These are all products of their unveiling thirst for knowledge and betterment of the way of living.The information age has approached. Information was transferred in only a flash wherever you are in the world. We always see new creation and innovations everyday like in the world of computers. Computer has been the greatest achievement of man for centuries. It started just like a size of the entire room with only little functions(â€Å"When Was the Computer Invented? â€Å"). Now it has evolved to almost absolute functions even in its diminutive size and continuously developing.

I need a story i experenced but tie in how culture shock played a Essay

I need a story i experenced but tie in how culture shock played a party - Essay Example Yet, everywhere I turned I was faced with a culture very different from my own. As I confronted my anxiety, I began to conquer my fears of an unknown world and found myself participating in and enjoying the rich Bahamian culture. On the surface, the Bahamas appear to be very much like the United States that I had been used to. The native people speak fluent English and have a booming national economy. They have all the most modern conveniences, luxury items, and technologies. Yet, beneath this thin veil of Westernized capitalism lay a fundamentally different culture. The population was a majority black that were descendants of the slaves brought from Africa to work the plantations until slavery was abolished in the early 19th century. The islands have been able to retain many of the African traditions of music, food, and style. The people also have a much less formal style of interaction. In the Bahamas, strangers are treated as if they are lifelong friends. This was far different from what I had been taught in the United States by adages such as 'don't talk to strangers'. Friendly faces and warm smiles frequently approached me, but I would shy away with the fear of not knowing who to trust. As I got used to their style of communication, I soon began to feel as if I was at home. One of my first adventures in the Bahamas was to go to the market to do some shopping. The market was a large open area that had hundreds of vendors selling everything from T-shirts to perfume. I decided to buy one of the unique straw hats that the locals make out of palmetto leaves. I shopped several booths until I found a hat I wanted that was priced at $29. I liked the look and feel of the hat and quickly gave the lady the full price for the hat and wore it proudly as I continued shopping. While I shopped at another vendor, I noticed a man buying a hat very much like mine and similarly priced. However, he paid only $15 for it. I remarked that he got a good deal on the hat and he informed me of the process of 'haggling' over the price. In the Bahamas you never pay full price, you make an offer for what you want to pay. I was uncomfortable with this at first, but soon learned to enjoy the process and shopping became an even more exiting adventure as I bargained for ever lower prices . After hours of shopping and 'haggling' we were all very hungry and found a quaint cafe to get something to eat. Though the surroundings were all very normal and similar to any other restaurant, the menu was as foreign as Morse Code even though it was written in English. I recognized almost nothing on the menu. The Bahamian food is based around the sea and has the influence of African spices and tastes. I was an American teenager who didn't like fish and would prefer salt and pepper to cayenne or cumin. After some due deliberations and a small argument, I ordered a plate of food I could not pronounce. When it came, I was shocked to see that it was fish, laced with fruit, over a bed of what appeared to be garden weeds. I was in shock and almost sick to my stomach from the sight of it. However, I again got control of my anxiety and tried it. To my amazed delight it was delicious. It was like nothing I had ever tasted and was

Company analysis needs to be on is HITACHI CONSTRUCTION MACHINERY Essay

Company analysis needs to be on is HITACHI CONSTRUCTION MACHINERY AUSTRALIA Pty Ltd risk management - Essay Example Scope To be efficient and effective the unit provides the range of machinery best known to miners of Australia as the best. Mining takes turns from extracting underground resources to the point of processing. The unit provides and caters for lumbering trucks, excavators, bulldozers, and drilling in the manual and electric version. The company also ensures that all spare parts are availed at the stores, a factor that ensures that the customers business does not alt because of mechanical breakdowns (Thakur et al, 1997). With the technological revolution in the mining sector taking tremendous advances, the unit provides upto date equipment and customer support on the use of such. Pricing and negotiation deals within the unit stimulate the competitiveness in the market. Hitachi ensures communication in the various channels, which entirely stimulates performance on output, realization of change in the dynamic environment and customer satisfaction via direct responses. Risks are borne by a ssumptions that the prevailing factors are not crucial. The company understands clearly that different people have different perceptions. Demographically, age separates tastes and thus the approach in construction to cater for their needs takes a deeper dimension. Hitachi meets competition from Denver, Caterpillar, Center Rock, Komatsu, P&H Mining, and Joy Mining machineries among others. However, these companies may pose threats; Hitachi strategically frames a proper layout and execution exercise that secures its bid in reaching the market. (Thakur, (2007:04). The plan of availing the equipment on time drives other competitors away bearing that the selective channel of distribution and scrutiny enables the company to determine the performing and non-performing ones. Tailored communication among all the subsidiary outlets enables it to note changes and advances in industry before matters get out of hand. Holistic approach In the present marketing environment, competition takes charg e on every market and failure to retaliate often steers loss of the market share, lesser profits, and exit from the market. Hitachi Company limited ensures fast adaptation to changes in the industry. In the event of competition from other key players in the market, for example, Caterpillar, Denver, Robinson Thwaites, and Bucyrus international, Hitachi resolves to higher advances that include technological advances, customer satisfaction through efficiency and closer supervision. Since Hitachi Construction Company is mainly concerned with improving and delivering services in the mining industry, it builds the best and conducive machinery for both customers the entire ecology. The company’s advancements in the provision of electric trains and steam drilling equipment among others steers economic growth to all users. The production and delivery unit ensures that all output suits the needs of the various markets and that environmental destruction is least expected. Each market se gment adopt distinctive cultures, beliefs and norms which affect the business widely, thus the company should poses an outlook on factors of the kind as ignorance may pave way for competitors.(Desheng, (2010:03). As a strong strategy, holistic approach, and entirely a definite tool to production, the company appreciates all of the key players in its market, understanding fully that they are equally

Discussion 1 Essay Example | Topics and Well Written Essays - 250 words - 1

Discussion 1 - Essay Example However, the higher order cultural functions are differentiated in most instances between various human cultures. This indicates that basic human cultural behavior is similar across cultures but more complex human behavior across cultures is differentiated. Consequently, as human beings tend to live together in different societies around the world, there higher order behaviors tend to vary significantly from each other. The large difference between human cultures across the globe lends credence to the argument that human behavior is more impacted by culture than biology. There are several examples from within our own cultures to support this contention. For example, my culture is similar to other cultures when it comes to obeying the law. People who do not obey the law are subject to punishment in order to enforce collective good. However, when the composition of these laws is considered along with what constitutes a crime, it becomes clear that these are differentiated from other cultures. This again serves to prove that lower order cultural functions are similar to each other while cultural complexes are differentiated from each

The WTO has been hijacked by rich country interests, thereby worsening Essay

The WTO has been hijacked by rich country interests, thereby worsening the conditions of the poor in less prosperous countries - Essay Example Taking the case of Zimbabwe as case in point, one can see how the WTO seeks to exploit this resource rich area of the globe for its mineral wealth while at the same time rejecting the market value of finished goods or food that Zimbabwe is capable of producing (Baumberg & Anderson, 2008). As such, the relationship is only a one way relationship in which Zimbabwe, and many nations like it, are forced to sell their products at lower prices to the richer members of the WTO. Further, even the goods that might exist to be traded on the global market are disproportionately priced and locked out of key global markets as a result of the actions that entities such as the WTO engage. Yes, it must not be the understanding of the reader that such a situation of raw material extraction and price setting is somehow unique with regards to sub-Saharan Africa. Instead, the unfortunate fact of the matter is that developed nations around the globe utilize price setting and currency wars, as well as pro duct dumping, to ensure that this particular approach to global supremacy and economic power are maintained at a systemic level. Further, taking the example of Burma, a nation that has only recently stepped out of military dictatorship, it can be understood that the WTO also seeks to take advantage of this nation; not only with respect to its surplus of cheap labor but with regards to its agricultural exports. As a direct result of the combined benefit of preferential trade, WTO member nations, specifically the wealthy ones, are able to pay their own farmers a subsidy in order that they might be able to compete with the low cost exports of nations such as Burma. In such a manner, entities such as the WTO are able to exploit poorer/less developed nations by forcing them to sell the products that are desired at a given price as well as ensuring that they are not able to gorow their own domestic economy by subsidizing any industry or agricultural sector that runs the risk of being over taken by the cheap exports that such a nation might provide to the market (Williams, 2001). One need look no further than the way in which heavy levels of subsidies exist throughout Western Europe and the United States in order to understand the way in which offenses maneuvers are continually engaged to ensure that the third world is unable to compete with the first. As such, the take away understanding that can be provided from this brief analysis is the fact that the WTO is ultimately like any other organization is made up of a large number of stakeholders (Antell & Coleman, 2011). Rather than determining that the WTO is brought to human ethics and should be dissolved immediately and forth with, the more reasonable and rational understanding that should be engaged is the fact that a disproportionate level of power and determinacy is given to those nations that hold the wealth throughout the global system; enabling them to take advantage of the poorer nations and set prices rather than engaging in a level of true economic freedom and cooperation. Ironically, this level of freedom and economic cooperation is the cornerstone upon which the WTO was originally founded. However, as can be seen from the preceding

Issues in behavioural nursing Essay Example | Topics and Well Written Essays - 500 words

Issues in behavioural nursing - Essay Example Some of the methods used by sociologist include experimental research, survey research, and qualitative and quantitative analysis. Sociologist conduct a survey research in order to explain the following social aspects values, motivation, habits, and personal attributes. The process used in the survey includes interviewing individuals from in a given a region. The interview develops a questionnaire, which helps in gathering information. One advantage of this method is that it provides first hand information. Conversely, the interviewer may only receive information from willing correspondent. This study attempts to give explanation why certain things do happen. In this method, the experiment investigates independent variable against a dependable variable. The behavior of the variables is critical in making conclusion about the investigation. The conclusion made from this research is usually testable. In philosophical justification, sociologists isolate the variables under investigation and observe their behavior in the new environment. Since the researcher is able to manipulate the independence the variables under investigation, the researcher can use explanation to justify the outcomes. In this method, the investigator became part of the community under investigation. He or she observes the behavior of the community or the subject of investigation within the given environment. Since the anthropologists participate at the community level, the result of the research reflects on the social aspects of the aforementioned community (Kotttak, 1994 & Howard, and Janet, 1992). In genealogical method, the anthropologist investigates or gathers information about descent and kinship and marriage. The society usually stem out from the aforementioned as the social building block. The genealogical method is crucial in investigating social aspects of kin based community. In this method, anthropologist uses the

Case analysis Assignment Example | Topics and Well Written Essays - 1000 words - 1

Case analysis - Assignment Example During the same time 2011, the internet sales increased by 12%. By 2004 online sales made 50% of the total books sold in the US. Currently, websites owned by independent used books account for 9% of total books sold online. Currently, Amazon is the leading online bookseller of used and new books. There has been lots of competition with many authors opting to include shipping costs for their consumers in order to increase their sales. Ironically, most of the consumers preferred purchasing used books due to their low prices. It is argued that despite the book being used the information still remains the same. According to reliable sources of information Amazon generated 49% of its revenue through sales of used books. By 2010, most of the consumers used bookstores as their main sources of book which accounted for 30% of total sales. During the same year34 million customers bought books online. For quite a long time Amazon has been dominating this business since its inception in 1995. The entry of Google Books in the field of online sales and books is also creating competition (Deahl). This is because Google enjoys the largest search engine in the world and their ability to provide online books at cheaper rates is creating a lot of competition for Amazon and other booksellers. Bookstore channel made significant strides and more sales with American company Barnes and Noble enjoying up to 1,700 stores in the US which accounted for 30% of total sales in the years 2010. In the previous year 2009 the company was the best seller of online books which accounted for $5.8 billion and an operating profit of 0.63%. Amazingly, only 10% came from online shops while the rest were made from the physical bookstores which are spread all over US. The bookstores were large enough ranging from 3000 square feet to 60,000 square feet meaning that the stores could make up to 200,000 different titles in their shelves. The increase in sales and

HSM Performance Optimization Essay Example | Topics and Well Written Essays - 7500 words - 1

HSM Performance Optimization - Essay Example Based upon the expected performance demands, this thesis proposes an optimized HSM solution to address the identified performance gap between what is required and what current HSMs can provide. The thesis describes tests and performance measurements that can be used to optimize applications of the proposed solution for HSM (or similar) devices. Security Assertion Markup Language - Is an XML-based open standard data format for exchanging authentication and authorization data between parties, in particular, between an identity provider and a service provider. I pass my gratitude to Professor XXXX who worked tirelessly to see me through the entire degree project process. The company supervisor, CCCC, also deserves a pat on their back for his counsel and guidance during the design period. Finally, my family has been with me from the start to the end. There is no other way to say thank you, but I am sincerely grateful. A study of the e-ID system was started by the Swedish government on 17th June 2010 and the complete report of this research was published on December 2010. The report identified a solution for which an Agency under the Ministry of Enterprise was established starting of 1 January 2011[2]. The acquisition of operations, management of metadata records of all members, guide service, and the test federation associated with a Swedish Federation of e-identification providers was initiated with it first phase in 2013. The request for quotation process ended with only a single quote (from Cybercom Sweden AB), hence this firm eventually got the contract. The operation of a centralized signature service was initiated in 2014.

Lean Manufacturing Research Paper Example | Topics and Well Written Essays - 3000 words

Lean Manufacturing - Research Paper Example In manufacturing, the issue of cost has become one of the most significant aspects for majority of organizations. The contemporary period of conducting business has certainly become harder which demands high level of cost efficiency and productivity. Lean manufacturing not only decreases the operational expenses but also enhance organizations’ attractiveness (Bourque & Fox, n.d.). Lean manufacturing is often recognized in refining functional efficiency. Lean manufacturing is the progression, method, approach and initiative being applied by organizations globally in order to reduce redundant and unproductive activities which can result in extra expenses. Therefore, it enhances the workplace productivity and develops better working environment. The paper will describe the use of lean manufacturing in organizations to save cost and increase efficiency. In order to analyze the issue the paper will discuss three case studies of Toyota, Motorola, and Park Nicollet that operate in different industries, and have successfully improved productivity and reduced costs by implementation of lean manufacturing system in their workplace. Nowadays, economic affordability concerning customer price sensitivity, product quality, and price are gradually motivating organizations to apply lean manufacturing system. International competition is growing in almost every commercial segment. The incorporation of capital market, decline in trade obstructions and increased business expansion where production costs are lesser can be proved as significant obstacles for competition. For any organization, the first mover advantage and rapid response to customers’ requirements, enhancement of product quality, and decrease in production costs in order to keep the price of products low are vital for success in the competitive market. Lean manufacturing with its major concentration on the organized abolition of waste has rapidly

English commentary creative writing Essay Example for Free

English commentary creative writing Essay I based the beginning of my story on a physical but also mental journey a man goes on while he is on his own hitchhiking home. I felt this was suitable for the topic journeys and pilgrimages which also liked in with the book Chaucer. As it is the beginning of a story the audience could really be any age. As it is a piece to entertain I would say it is suited better for the young. The purpose of my story was to entertain people, but also informing people about how one man is able to hitchhike. In order for me to write a story about hitchhiking I had to do some research into the topic. I found a book called round Ireland with a fridge by Tony Hawks which really inspired me and helped me grasp the language technique to use in order to entertain. To think in with Chaucer and the way he writes I have used stereotypes in my writing, for example I have does the typical blond as being stupid and naive. I have also used the idea about how the people in Chaucer went on a journey. The man I write about goes on a journey by himself from Lancashire back to Bristol, in which he also finds himself and learns a lot more about the world around him. I wanted to portray the man as a typical Bristol lad, with a slight arrogant edge. In order to do this I had to use a slight sarcastic tone of voice which I hoped would also entertain the readers. I also used phonetic lexis to help create an idiolect of the man. I used a Bristol accent and changed words like alright to ite and also ya instead of you. Which changing his dialect to fit his accent I also done this with other characters in the story, for example the Yorkshire girl he meets. For instance when she says Wheor are yee headin creates a sense of her accent to the readers. The language I used was very informal and personal. It was from the point of view from a man writing himself so the tone was very calm but at times comical. The structure was the usual story telling layout, with several small and large paragraphs, with a wide range of short sentences to add emotion and feeling to the man. Okay, maybe not.(after a line about wanting to fulfil his life) is an example of the idiolect I used from him, and shows the way he comes across as a simple man but with a funny entertaining side. I also linked my writing to The Road by Cormac McCarthy. I did this by using the disaster of the father in the road as a starting point of describing the man and his journey hitchhiking with so little and all by himself.

Study And Introduction Of Malacca

Study And Introduction Of Malacca There is a popular story about how the Malacca was found by Parameswara when he was hunting and while resting under a tree, one of his dogs cornered a mouse-deer or in malay we called it pelandok The mouse-deer in its defense attacked by dog even force it into the river water. Parameswara decided to name this place as Malacca after saw the bravely of that mouse deer. The name of Malacca was come from the melaka tree that was shading Parameswara. In the history of Malaysia, the Malacca Sultanate was occupies a special position in Malacca. It was the beginning of the new Malay empire and as the birthplace of the Malay Sultanate and historical city. Malacca also became a stage on which the Portuguese, Dutch, British, Japanese played out their roles in the history of Malacca. After Parameswara occupation Malacca, he began noticed that Malacca actually was a strong maritime trading state. After that, Because of its strategic location, it thrived as a center of entreport trade with merchant who came from other places and Malacca starts concentrating their activities around the world such as Pedir and Pasai. China also became a important role in trading network of Malacca. In 1511, Malacca fall to Portuguese and followed by the Dutch in 1641. When the Netherlands was captured during the Napoleonic Wars, Dutch pass the Malacca to British to prevent it falling to French in 1795. After that, during 1818, Malacca was return to Dutch under the treaty of Vienna but later Malacca was exchange by the British for Bangkahulu in Sumatra. From 1826 onwards, Malacca, Penang and Singapore was combine as Straits Settlement by British East India Company and Straits Settlement was under the Straits Settlement administration in Calcutta. After the Dutch occupation the Malacca for over century, Dutch was left many fine buildings marking their heritage. For example, Stadthuys, which is a strikingly pink town hall and it became the oldest Dutch building in Malacca. Another building is red Christ Church which is constructed with pink brick. The most prominent reminders building were the A Famosa and St. Pauls Church in Malacca. After World War II, in 20 February 1956, Our Malaysias first Prime Minister Tunku Abdul Rahman Putra was proclamation of Independence of Malaysia. Where is Melaka located in Malaysia Melaka road map via the North-South Highway Malacca is located on the Western Coast of Peninsular Malaysia facing the Straits of Malacca. The state of Malacca is between the states of Negeri Sembilan and Johor. Malacca can be reached by excellent road which is PLUS highway from Kuala Lumpur and Singapore. Malacca is serviced by a good network of leading to all the historical places and Malaccas area of around 658 square kilometers and it is divided into three districts which is Melaka Tengah, Jasin and Alor Gajar. The population of Malacca is around 648,000 in year 2001 and comprises of Malays 50%, Chinese 40% and the rest included Indians, Chitty people and Kristang. The major towns of Malacca are Ayer Keroh, Jasin, Merlimau, Pulau Sebang, Masjid Tanah, Alor Gajar, and Malacca Town. Food and beverage in Malacca. There have many famous foods in Malacca; one of the famous foods is baba nyonya style spicy cooking which normally gets served with coconut milk. There are many specialist baba nyonya restaurants in town. The baba-nyonya food not only known to be the best in Malacca, but in the South East Asia region too. Besides that, Malacca also has satay celup which is Satay stick with raw meat dipped in hot bolling satay sauce for cooking. ikan bakar which literally means barbecue fish served in grilled aluminium foil or banana leaf heavily marinated with spices that tingle the senses. Chicken rice ball which is the rice pudding shape like a golf ball and you can dip with chilly and served with chicken. Furthermore, the oyster omelette served in stirs fried egg, spring onions and sweet or spicy paste. In Malacca Portuguese village, there has a few speciality tongue burning dished which is will let your stomach growling whole night after a heavy meal, the dished serving there normally are spicy food. About the beverage, Malacca also have few famous beverage to drink. First is the Cin-Cau, a kind of dark grass jelly drink which has a cooling effect is popularly served at restaurants. ice kacang which is a dessert made of shaved ice with red beans, nuts, jelly and many more. Besides that, cendol is a kind a pandan flavoured jelly served in coconut milk and it has been improvise on the cendol and invented the durian flavoured cendol. The durian cendol is popular with the local tourist but the aroma of durian cendol is a bit pungent for foreign tourist. Another favourite is the Bubur Cha Cha, a sweet dessert made from steamed sweet potatoes, yam, white beans, tapioca jelly in coconut milk. Places of interest in Malacca A Famosa 2011505-A_Famosa-Melaka.jpg A Famosa, or the Famous is among the oldest surviving European architectural remain in Asia during the Portuguese occupation Malacca in 1511. In 1511, a Portuguese fleet arrived under the command of Alfonso de Albequerque and attacked the Malacca. Portuguese was successfully defeated he armies of the native Sultanate and Albequerque order built the fortress around a natural hill near the sea. He believed that Malacca would become an important trading port between Portugal and China. At this time Portuguese also establishing others outposts such as China, Goa, India and Macau to create a friendly ports for ships heading to China or returning home to Portugal. Ayer Keroh Air Keroh is lies about 15kn from Malacca town and it is a tourist complex with hotels, Mini Asean, Mini Malaysia, crocodile farm, a reptile park, butterfly farm, aquarium, zoo, golf resort, and recreational forest. Bukit China burial ground Bukit China is situated southeast of Malacca Town; there are more than 12,500 graves on Bukit China and approximately 20 Muslim tombs. The existence of the Muslim tombs has made this more special and unique. The oldest tomb in Bukit China is a double burial which is more than three centuries old. The oldest tomb is Mr. Mrs Huang Wei-Hung was built in the second year of Tian Hee of Ming Dynasty (1622). In 1933, Cheng Hoon temple had undertaken to repair it because of the weather had taken a heavy toll on that tomb. In 2001, the tomb was again restored and a stone inscription was erected to mark it. Bukit ChinaBukit China During the British occupation Malacca, British had several times try to acquire Bukit China for development purposes, road widening and land reclamation. But Cheng Hoon Temple had have authorized strongly opposed these attempts because the hill is responsible by them. At the end Cheng Hoon Temple managed to preserve Bukit China with the support of the general public. The reasons of Cheng Hoon Temple preserve it because Bukit China is the place where early traders from China were buried. Many if the Chinese traders came to this country with high expectations for success in trade and it was stated o the stone steles. But unfortunately, some traders died before fulfilling their ambitions. Since the Chinese traders families did not travel with them, so there was nobody to pray for their souls. As such, prayers were initiated by the Chinese Kapitans for them. However, Bukit China were always hampered by heavy rainfalls and strong winds because there was no proper shelter. Cheng Hong Teng s Temple Cheng Hoon Tengs Temple This site is dedicated to the vision of Cheng Hoon Tengs founders and the determination of its devotees to preserve their unique bastion of culture and heritage. Cheng Hoon Tengs Temple is a premier historical monument and it remains the finest of Chinese temples in Malaysia. The temple ranks among the most significant in Southeast Asia, being central to the spiritual aspirations of the Chinese community in historic Malacca. Christ Church Christ Church Christ Church situated near Jalan Laksamana and Jalan Gereja in Malacca city. In 1753, Christ Church was built by Dutch to commemorate a century of their rule. It was reputed as the oldest protestant church in Malaysia and now is an Anglican Church. The beams of the Church were constructed from cutting and carving from a single tree and have no joints. The building shows the ingenuity of the Dutch architectural world. The hand-made pews dated back some 200 years. The altar is a beautiful piece of the Last Supper done in glazed tiles. Gadek Hot Spring Gadek Hot Spring Gadek Hot Spring was located in District of Alor Gajar, 30 km away from Malacca. It was believed that local villagers discovered the hot spring in the forest after watching some English soldiers settled around the spring. After the war, visitors from far and wide discovered that the hot spring had strong healing elements unlike many that they had encountered before. Today visitors can enjoy the spa pool or the Soak In Pool for those seeking therapeutic cure for skin ailments. Gadek Hot Spring was an ideal spot for family outing. Hang Jebats Mausoleum Hang Jebats Mausoleum Hang Jebat was the champion of justice who died a tragic death. Hang Jebat was unceremoniously killed by Hang Tuah in a duel of honour that lasted 3 days and 3 nights. He ran amuck after suffering a fatal wound from Hang Tuahs dagger Keris Taming Sari. In the name of justice to avenge the Sultans hasty punishment against Hang Tuah for a crime he didnt commit. Hang Jebat was accused by Hang Tuah of derhaka (contumacy). The duel between two of Malaccas most prominent knights has left a permanent question as to the moral behind Hang Jebats aberrant reaction against authority and the conventions by which Hang Tuah exercised his conduct as a loyal subject of the Sultan. Jonker Street Jonker Street Jalan Hang Jebat, as known as Jonker Street, is known worldwide among famous antique collectors as one of the best places to hunt and bargain for antiques. It was A definite haven for antique collectors and bargain hunters. Authentic artifacts and relics. some dating as far back as 300 years, can be found among a host of interesting collectibles, each with its own history and mystery. Melakas Sultanate Palace Melakas Sultanate Palace Malacca Sultanate Palace is an exquisite piece of Malay architecture and is a replica of the original 15th century palace of Malaccas extinct Sultanate. The palace is built based on sketches found in the ancient Sejarah Melayu (Malay Annals). This wooden replica of the Sultans palace houses the Malacca Cultural Museum. Facing the palace is the Historic City Memorial Garden. An intriguing monument to commemorate the declaration of Malacca as a Historic City is the showpiece of this garden. The monument is topped with a replica of a Malay royal headdress, a symbol of Malaysians allegiance to the throne.

Mpact Of Facebook On Consumer Buying Marketing Essay

Mpact Of Facebook On Consumer Buying Marketing Essay There has been a noticeable change in the technological developments and innovation in the last few years. Undoubtedly, technology plays an important part in our lives. Most of people depend on the internet in most of their daily lives such as sending emails, searching for information; communicate with their family and friends, reading the latest news and so on. That development in technology reaches different sectors like business organizations, academic sectors, and governmental fields. In time where technology plays a great role in peoples lives, marketers are doing their best to take any chance that could bring consumers to their products and services. At the end of the 19th century and the beginning of the 20th century, researchers predicted that the internet would alter the relationship between consumers and marketing organization (Lord, 2000; Hamel and Sampler,1998). Ward and his colleagues in 1998 predicted that in the first quarter of the twenty first century, the main channel for shopping for most consumers would be the interactive technologies (Ward et al, 1998). De Kare-Silver (2000) discusses the same idea that this technology will go with consumers need to visit shops, as it will make it easy for people to buy their needs any time without going to the actual place for these products. Many business companies that provide services or physical goods believe that using the electronic resources in their marketing is vital to their success. Porter (2001) recom mends that if companies want to remain competitors, they have to rely on technology. Using technology in marketing allows brands and companies to interact with its customers in individual basis as it provides immediate and quick interact without time limitation (Allan and Chudry, 2000). One type of technology that people and marketers depend on is social networking sites. In these social sites, people usually communicate with each other and during these conversations, they send direct messages to each other without noticing that. The number of people who use these sites are increasing day by day. In the United States around 55.6 million people have used these social sited daily in 2009 (Ostrow, 2009). Globally, Facebook, one of the main social sites, accounts for 750.000.000 registrations, Twitter has 200.000.000 followers (Qualman, 2011). In business sector, these social sites play an important role in consumers purchasing behavior. In these sites, people usually share opinion and purplish information about their view on brands they buy and services they use (Jones, 2010). Consumers use to recommend a brand or marketing organization to friends and followers. In some case, fans of a specific brands establish a page in these social sites where they write their opinion about this brand, upload and download photos of the product that the brand sell. Investigating the relation between these social sites and consumer purchasing behavior is a new trend that encourages researcher to search about. That relation affects both sides, marketers and consumers. For marketers, it helps to create a strong relationship with customers, developing a new idea for new product, and answering common daily questions from consumers (Dà ¢Ã¢â€š ¬Ã… ¸Silva et al, 2011). Moreover, in investigating the effect of these sites on consumers purchasing behavior, some studies have been made to find out the relation between these sides. Most of these studies improve that there is a positive relation between social sites and consumer purchasing behavior that the majority of people believe in this statements and support that by some cases where they rely on these social sites in some stages in their purchasing process such as searching for information and evaluating their choices (Constantinides and Fountain, 2008). Social media usage is growing rapidly amongst marketing professionals and organisations and fast becoming a new outlet that can potentially be used to help increase customers interest in a product or service. As it becomes widespread it brings about involving customers and facilitating exchange of information bringing about shift in consumer behaviour. Through social media, information, enticing advertisement are made available to consumers easily watch and read and at the same time allowing consumers to post their own opinions and sharing it with friends. For many brands, social media appears as a way to reach new customers and to reflect their feelings and this explains the reason for which many companies are currently working on developing Social Strategies to outline the degree of interactivity that they want to have with their customers that will help consumers to make a buying decision. Successful firms use consumer attitudes and behaviors to segment markets and design marketing strategies. Today, however, consumer trust in corporations is declining while the influence of online communities on buyer behavior is growing. Social media platforms have completely changed the nature of the interaction between brands and their customers, directly impacting upon the contemporary consumer decision process. Laurens (2010) argued that while social media is not the silver bullet that some pundits claim it to be, it is an extremely important and relatively low cost touch point that has a direct impact on sales and positive word of mouth and supporting this argument Glynn and David (2009) said that Companies not actively engaging the social media are missing a huge opportunity of saying something to consumers intentionally or unintentionally about how willing they are to engage on consumers terms. Therefore, its necessary for retailers to understand how social media is affecting current consumers and how they are going to react. During the economic downturn, more and more companies have reduced their communication budget but they have increased expenses for social media by 30%. It is now a priority for big companies but they need also to change their global marketing strategy. It is also important to reach the right customer at the beginning of a social media strategy because opinion leaders, such as bloggers, are the ultimate key to a brands success (The Conversation Group 2012). As the marketing power of social media grows, it no longer makes sense to treat it as an experiment. According to Tamba (2012) Social media has a big impact on how people shop. A quarter of all purchases of FMCGs are influenced by exposure to one form of social media or another and this proportion is growing. Shoppers are weaving their interaction with social and mobile marketing into their everyday lives: As a result, big brands are increasing their social media investment. Social media can influence both impulse purchases and reg ular shopping habits when it comes to FMCGs. The trick is to understand where, when and how customers want to interact with your brand, and with your products. Social marketing for regular purchases is about strengthening and deepening the customers connection with the brand. Impulse buys are also increasingly mediated by social media especially now that so many consumers can access Facebook, Twitter and Pinterest from their mobile phones. 1.1 Statement of Problem. Most often than never, companies do not benefit from social media in a way they should have benefited from it due to their lack of strategic efforts to managing it and measure it success. Through media hypes that emphasis the ease of achieving success with social media, many companies have the believe that what they need to do to achieve success with Facebook is by just launching Facebook page and such companies get disappointed when they see no activities occurring on the page and thus they abandon the page. Common mistakes companies make is devoting a little time for social media and measuring it success on whether audience is conversing or not about their brands on their social media. Nevertheless, companies make mistakes by believing they are in total control of conversations about their companies, brands products or services on social media and they spend heavily on PR to hype their newest hires and new products whereas they forget that social media platform is all about speakin g with people but not at people and more of a community of audience that discuss about companies, their products, services or brands in a way they feel they benefit them or do not (Evans 2010). 1.2 Purpose of Study This research is carried out with the aim of appraising the impact of Facebook on Consumer buying Behaviour in the UK Grocery Market with Tesco Plc as a case study. This is to determine the effect of social media (Facebook) on the consumer buying behaviour of groceries in the UK. 1.3. Research Question What are the impacts of Facebook on consumer buying behaviour in the UK Grocery Market? 1.4 Research Objectives Following from the above highlighted aim, the following objectives have been set to achieve the above aim and followed by the research questions. To identify Facebook usage patterns among UK consumers in grocery market. Evaluate how Facebook effectively changes consumers attitude towards groceries. Investigating and evaluating the role of Facebook website as influencers on Tesco customers in UK at stages of buying decision-making process. Identify if Facebook is the social medium that has the greatest impact on consumer buying pattern of Tesco in UK. Recommendation on how Tesco should use Facebook to encourage consumers to buy their products. 1.5 The Significance of the Research This research work was undertaken to take a critical look at the impacts of a social media called Facebook on consumer buying behaviour in the UK grocery market where Tesco was used as a case study. This research therefore became imperative to undertake as a result of a noticeably new development in the UK market that aroused the interest on the issue surrounding Facebook impact on consumer buying behaviour in the UK and a well known popular FMCG trading company in UK was chosen as a case study to identify these effects of Facebook on consumer buying pattern in the UK Grocery market. Furthermore, the impact of Facebook on consumer buying pattern in grocery markets has not been looked into by researchers thus leaving a gap to identify whether social media (Facebook) really has a significant impact on consumer buying patterns in the grocery market apart form other commodities. Nevertheless, this research has also been undergone due to the keen interest the researcher has, following up to date on the social media impacts on marketing activities in this 20th century and it ability to completely erode the traditional system of marketing communication. 1.6. Scope and Limitations of the study. In investigating the impact of Facebook on consumer buying pattern in UK grocery markets, this study was only limited to Facebook which is not the only social media that consumers use to purchase groceries. The research is not applicable to other social media platforms. Furthermore, the case study adopted was only limited to one of the FMCG companies in UK and thus do not provide a sufficient information about the impact of Facebook on the consumer buying pattern in UK grocery markets 1.7 Overview The overall structure of this research consist of 5 chapters, each dwelling on a specific aspect of the topic under review This first chapter comprises of the introduction, research problem, purpose of the study, research question and objectives of the study. The rational and overview of the proposal have also been covered in this part. The literature review covers the chapter 2 of this research. This part reviews critically the impacts of social media on the buying pattern of consumers in the UK grocery markets from scholarly perspective. Conceptual framework also featured in this part of the research. Chapter 3 focuses on the methodology used in the entire research processes. The research method adopted both quantitative using closed questionnaire and qualitative method using case study approach will be adopted to collect data (Mixed method). The fourth chapter dealt with the analysis and findings of the research while then fifth chapter focused on summary of conclusion and the implications of this research. CHAPTER 2 LITERATURE REVIEW. 2.0 Introduction The Literature review in chapter 2 will provide discussions from published information and an account of what has been published on the topic of this study. It explains body of text that aims to review the critical points of current knowledge including substantive findings as well as theoretical and methodological contributions to Impact of Facebook on Consumer buying Behaviour in the UK Grocery Market. In this chapter, various textbooks, articles, journals, blogs, dailies and websites were consulted to obtain related information, thoughts and quotes of various writers, authors and scholars. 2.1. Consumer Buying Behaviour In marketing, deep understanding of the behaviour of marketing is a very important tool for business success. Consumer buying behaviour is all about the determination of how consumers make decisions on the product or service they want to buy and the factors that are responsible for this decision. According to studies conducted in UK, 56% out of 11,000 new products that are launched by 77 companies in the UK are present after 5 years of new product launch. Also, studies revealed that only 8% of new products concept from 112 leading companies reached that market where 83% where unable to meet marketing objectives. Consumer buying behaviour tends to study these reasons why companies need to have a deep understanding of why consumers make the purchase they do and the factors that influence their decision to purchase (Hitesh, 2010). Because consumers are the drivers of marketing, the need to formulate well suitable marketing plans that that will critically examine consumer behavioural att ributes and needs, lifestyles and purchase process in order to make a nearly perfect marketing mix decisions. Studying what consumers buy, the reason they buy, the way they buy, time they buy, the location and frequency at which they buy are key things to understand when undertaken the study of consumer behaviour (Hitesh, 2010). Wayne et al., 2008, defined consumer buying behaviour is the reflection of the totality of consumers decisions regarding acquisition, consumption, and disposition of products and services, activities, people, ideas and experiences. Also, Dibb and simkin (2001) defined the buying behaviour of consumers as an act and decision making process of people that are involved purchasing and using products or services for personal or household consumptions. Theoretical approaches have been used by researchers to have an in-depth understanding of consumer behaviour and these approaches have been inherent in 3 psychological orientations; Reinforcement theory, Cognitive theory and Freuds psycho-analytical theory (Fill,2006), with the most popular and current approach to consumer behaviour out of the 3 approaches been the cognitive theory (Berkman and Gilson, 1986), where cognitive theory states that people use and process information they derived from internal and external sources to identify pro blems and make decisions. The major elements outlined by the cognitive theory for problem solving among consumers in their buying behaviour have been perception, learning, attitudes, and personality (Fill, 2006). Consumer behaviour goes beyond the method by which consumers purchase tangible products like groceries, clothing and automobiles but rather, consumer buying behaviour also involve consumers use of services, experiences, activities, and ideas such as going to see a General Practitioner (GP), signing up for a gym class, donating to charity, voting for politicians, seeing movies featured by certain actors etc. Consumer behaviour was also expressed as activities people get involved in when collecting, utilising and disposing products and services (Blackwell et al.,2001) or environmental factors that are aimed at creating actual behaviour (Jim,2008). Four factors namely; psychological core, process of decision making, consumers culture and consumer behaviour outcomes have been identified to affect the buying behaviour of consumers (Wayne et al., 2008) while Haydon (2009) grouped factors that affect consumer buying behaviour into 3 group namely external influences (firms marketing effort a nd consumers culture), internal processes (psychological processes and decision making) and post decision processes. Choices are been made by consumers daily and buying behaviour is said to be influenced by the characteristics (cultural, social and psychological) and the decision process that buyers make (Khursia, 2012). Furthermore, several research have been undertaken to identify the buying behaviour of consumer through social psychology and personality (Ajzen, 1987), marital status and responsibilities (Goldman and Johansson, 1978), and consumer loyalty (Suen and Wei, 2009). 2.11 Psychology of buyers Psychology of buyers must be determined by manufacturers through identification of buyers need when marketing a product to target group of customers. Buyers most often look for sense of safety and belonging, although other customers want to gain self esteem in the presence of their peers. The perception of a product by buyers must be understood when providing information about the product to buyers as there are possibilities that buyers could interpret information provided by buyers about a product on the basis of their previous beliefs and knowledge, although learning about such product may change behavior of buyers (Jeff 2012). 2.12 Behaviour of consumers Also, buyers could also buy products depending on their personalities and lifestyles. For example individual buyer that seeks to life a healthy lifestyle could go for organic foods while avoiding foods that are sun-tanned. In family situation, buying decisions are often based on what buyers perceived to be best for their family. Deep awareness on who makes decisions for family product must be understood by marketers. Among newly weds with no children, purchasing is the product of decision made by husband and wife, while the stay at home parent makes the decision in a family with young children (Jeff 2012). 2.13 Characteristics of Consumer Social class and culture up to some extent determines types, quality and quantity of products that buyers buy or use. In clothing, social class may determine the type of clothes buyers buy. Culture also greatly impacts on food where deep-fried food may be easier to sell in the south than in California. The buying process begins with a step where consumers recognise a need, or a disparity between what they possess and what they need to buy to change their condition. Also, decision to buy a product can also be based on elements such as packaging, payment methods and the features and of the product (Jeff 2012). Firms Marketing Efforts 1. Product 2. Promotion 3. Price 4. Place The Consumers Culture 1. Religion 2. Ethnicity 3. Reference Groups 4. Social class Psychological Processes 1. Motivation 2. Perception 3. Attitude 4. Knowledge Decision Making 1. Problem recognition 2.Information Search 3. Judgement 4. Decision Post -decision Processes 1. Purchase 2. Post-purchase behaviour Figure 1: Model of Consumer Behaviour 2.2 Social media Social media is a set of applications such as Twitter, LinkedIn, and Facebook etc built to operate on Web 2.0 platform which enables the creation and sharing of information created by users that are known as user-generated content (Kaplan and Haenlin, 2010). Social media has been expressed to be the new millennium medium of communication across the world with the most popular of all been Facebook, twitter and LinkedIn. For example, Facebook as at June, 2012 was said to have a monthly active user of 750 million people and 1 billion active users were estimated to be on Facebook by the end of 2012, thus supporting the believe of many analyst that social media marketing will out rightly replace some forms of traditional marketing such as directing mail (Fuel oil news, 2012). Social network, one of the currently used platforms by social media is said to be a very diverse and big complex concept perceive to which its knowledge require a clear identification of its scope and coverage that f orms it boundaries (George, 2008). Tracy (2008) expressed that social media existence is inherent in the context of communities that are built of people where relations are been developed and nurtured through creation, sharing, engaging and commenting in content. Social media are online tools that provide access to users with identical interest to share information that is referred to as user generated account content while also learning from others, or network in an open process (Stepenson, 2011). According to Smith and Zee (2011), Social media has been opined to be an effective way of running business other than just an ordinary marketing tool, requiring both old and new companies to embed new culture of company wide support, systems and incentives where mindset of thinking relationships and not just sales or transaction marketing must be ensured. Social media has been further explained by Smith and Zee (2011) to look beyond short term sales but should enable the culture of sharin g and listening, channelling information into organisational system that alert companies into negative and positive comments, suggestions, complaints and new ideas that are beneficial for new product development, new advertisements, new discussions and promotions. Business managers are often faced with challenges of exploiting opportunities associated with the increasing availability of social media sites like Facebook, Twitter and LinkedIn that is been dominated by 50% users alone in UK. Despite the fact that social media has become a very popular networks that is frequently used by consumers, while organisations are still struggling to understand and put it to use effectively (Nielsen 2010). However, despite the believe of many about the opportunities inherent in social media, some are still sceptical about its potentials due to an immense uncertainty about how it can be leveraged for a long term profits and returns as well as the ability to identify the fact that return on investment can be attributed to social media marketing efforts (Weinberg and Berger, 2010), Weinberg and David, 2005). Apart from social media exposing consumers to research and purchase considerations, social media has also provided platform through which consumers can a dvocate for the products and stores they so much valued and love (Jay, 2012). To gather information, consumers are now relying on social media to decide on which products to buy (Kozinets 2002) and the usage of social media by consumers for brand recognition, information about products and the opinion about product or service provider are most often influenced by the cultural background of consumers as consumers widely vary in their expectation of product and service quality (Donthu and Yoo 1998).Through social media, companies are offered the opportunities to understand the needs of their consumers and increase their level of satisfaction through proactive and timely response (Jay, 2012). 2.3 Usage pattern of Social media among consumers. No doubt, social media has gone through a significant transformation over years (Mangold and faulds, 2009). This significant transformation of social media and the extent to which consumers rely on social media to make purchasing decision led to the full awareness of the potentials of social media by marketers. Advent of social media has immensely changed the society, influencing consumers behaviour in terms of scanning for information on different social media to read other consumers view concerning products or services they want to purchase (Todaro, 2007). The traditional media has been greatly replaced by social networks and the awareness on social media opportunities seems unlimited as millions of Coca-cola fans on Facebook are declaring their love for the brand, most frequently viewed on YouTube been roller babies of Danones water brand Evian while thousands of consumers that patronise Starbucks work hand in hand with the brand to generate new ideas for their products. According to Trusvo et al., 2009, 1.54 billion dollars was said to have been used to implement and support social media communications in 2008 and as such, social media growths is getting quite unlimited as investment on social media are estimated to increase to 3 billion dollars in the year 2013 (Kozinets et al., 2010). 70% internet users have been discovered to trust judgements and evaluations of their fellow consumers on the social media platforms thus leaving brand generation and awareness at the mercy of social media users (Nielsen 2009). According to a survey conducted by Fishburn Hedges, more than third of UK consumers that constitute 36% are said to have engaged with companies brands through social media and this increase was driven by a common belief among 40% respondents that improving customer service is as a result social media when compared with just 7% of respondents that believed that social media has a negative impact on customer service. Furthermore, 68% of respondents that have engaged with brands through social media have believed that through social media, their concerns and their wishes have been made known to their products and service provider and more than 65% respondent expressed that social media gives them a better chance to communicate with companies(David, 2012). Fishburn_image_1 Figure 2: Usage pattern of social media among UK consumers (David, 2012). In the same vein, research conducted by YouGov Media, UK (2011) explained that the uptake and usage of social media services as a marketing tool remains favourably high among British public where Facebook is the social media site with a highest percentage of active users. 65% of online population in UK have Facebook with 95% of 16 to 20 years olds and 74% of 21-24 years old are frequently accessing Facebook social media site. The next social media site with the highest number of active users after Facebook is said to be YouTube that has 50% of all UK internet users while Twitter, Windows Live, LinkedIn, Google and Spotify have been surveyed to have 23%, 14%, 13%, 12% and 10% active online users respectively (YouGov,2012). Furthermore, study conducted among by Hiscox (2012) among entrepreneurs in UK found out that 57% of businesses use social media for marketing where 19% of these entrepreneurs use Facebook as their social media platform while 14% use linkedIn. The use of social media to support marketing efforts in UK is inherent in the fact that 53% of UK adults that use social networks follow a particular brands while 4 out of 5 internet users visit other social platforms as we as blogs. Also, in a study conducted by Jon (2011), 77% of UK 48.6 million adult were discovered to have an active Facebook profile, 15.5 million adult were investigated to be using Twitter account, 7.2 million adult use a photo sharing platform while 7.9 million UK adults use LinkedIn. Facebook was discovered to be the most popular UK social networking site with 77% of all UK users having an active Facebook profile where 80% women constitute the population of active Facebook user compared to 72% of men. How Businesses use Social Media Hiscox Insurance Figure 3: Usage pattern of social media among UK entrepreneurs (Hiscox 2012). Social Media Usage in UK infographic low res 2 Figure 4: Social Media usage pattern depending on age and gender (Jon 2011). Examining the study conducted by Dirk (2011) that proposed that the increase in the number of active user of social media was as a result of the advent of smartphones, investigated that social networks are accessed by more than half of UK users through their phones almost everyday, suggesting that overall, 35% of he UK mobile UK mobile phone population use social networks from their phones where over 44% of mobile phone users in UK are estimated to be smartphone users. uk_mobilesocialsept10-11-1 Figure 5: The Frequency of Social Networking site or Blog in UK (Dirk, 2011) 2.4. Changing consumers attitude through Social media Word of mouth has been found to be an effective means through which consumers buy products and services. Take for example an active user of Facebook with 15,000 followers finds a product valuable to him and thus recommends such product to his 15,000 followers on the social media sites and these followers also recommend the product to their followers and thus create a huge awareness for such brand through these social media medium. With the advent of social media, word of mouth and engagements which are effective means by which products are sold have been facilitated by social media. Years ago companys sale representatives only had the not less than 5 interactions a day but in the social media age, companies have increased their individual customer interactions to 100 or more (Joan et al., 2010). Favoured brands may be promoted by consumers through positive comments on social media like Facebook or twitter pages or could be through uploading the video clips about such brand on YouTube . In the same vein, when consumers are not satisfied with a particular product, consumers could use the brands social media to register their feelings of unsatisfaction about the companys product on the brands social media forum. Findings made by Dellarocas et al., 2007 found out that consumers look out for recommendations concerning products and proceed to buy such product via the traditional channel such as offline stores (Heil et al., 2010). Social media like Facebook, Twitter, LinkedIn, YouTube etc are been used by consumers to serve as an evaluation forums where products quality or service reviewed by other consumers that have experience with such products or services are used as a determinant to determine whether such product or service would be purchased or not, and thus social media reduce uncertainty and improve efficiency of consumers online searches in products consumption process (Dwyer, 2007). Through social media, consumers have greatly influenced one another when maki ng purchasing decisions where consumers ask one another for advice on these social media platform, mimicking and observing one anothers decision and relying on these recommendations from others before purchases are made (Hasan 2008). In a study conducted by IBM in Europe, more than half of Social media users in Britain, France, Italy and even Germany often check social networks before they make decision on purchasing or not purchasing a particular good or service. 35% of active Facebook users are discovered to use Facebook page to consult people for advices about products and services. In 40% of the situation, consumers procure such product they do investigation on through the social media. Furthermore, studies have also proved that 56% of Facebook users that have become the follower of a particular brand are likely to recommend to their social network followers such brand they follow (ConversationGroup, 2012). According to MRY (Mr Young), during holiday sales, exchanges among frien ds, family and brands have a significantly direct influence on purchasing decision. Through Faceb

Symbolism Of Death :: essays research papers

In â€Å"The Lottery† by Shirley Jackson, she speaks much about tradition in a small town in which many have been lost over the years. The black box, which Shirley speaks about in the beginning of the story, is of great importance. The black box represents the entrapment of tradition and the change over time. It is the trapping of tradition because now that it is worn and ragged they still do not want to change it because it is tradition. Along with the box changing many people’s views on The Lottery, it also lets the town’s people stand strong by themselves. Shirley Jackson in â€Å"The Lottery† uses symbolism and irony to foreshadow death. Although the towns’ people are gathering for a lottery drawing there is an air of nervousness about the event. From start to finish there is an overwhelming sense that something terrible is about to happen due to the authors deep use of foreshadowing. The setting and irony of the story starts when the day is described as a bright sunny day and all the towns’ people are looking forward for the Lottery on the big day, but not knowing the big day ends in death. Mrs. Hutchinson, as is seen later, is the only one who rebels against male domination, although only unconsciously. "She tapped Mrs. Delacroix on the arm as a farewell and began to make her way through the crowd" (318). The word "farewell" is used as foreshadowing to the climax of the story (318). Normally when a person enters a crowd of people they are greeted, but not Mrs. Hutchinson for she is obviously â€Å"leaving.† Although they are gathering for a lottery drawing there is an air of nervousness about the event. Shirley Jackson uses an abundance of foreshadowing, which indicates, to a degree, what is about to happen to the winner of the lottery drawing. There is at least one indicator within each individual paragraph, which lets the reader know that the lottery is disturbing, and that the people of the town are not looking forward to its commencement. The Lottery takes place on a clear, sunny, June day. It does not take long for the skies to turn gray as she introduces the readers to the black box. The black box is the central symbol of the short story. It suggests both death and necessity of change due to a combination of the passage of time and population expansion.

Antigone: The Conflict of Hubris, Fate, and The gods Essay -- Sophocle

Antigone: The Conflict of Hubris, Fate, and The gods Sophocles, Antigone is a classic example of the role of the gods in the life of a Grecian. It is a story of the precedent set by the gods, versus the will and actions of the characters of Antigone. Creon deceives himself into believing that he is upholding the laws set by the gods. While he would like to think of himself as being above the gods, even he can not deny their power. The humans were to revere the gods above all else, despite any obstacles that tried to displace them. Creon lies to himself to convince himself that he is not violating the laws of the gods. At first, Creon is able to ignore the edicts of the gods, because his beliefs lie shallowly within the boundaries of his mind, whereas Antigone’s reverence for the gods pierces the depths of her heart. In Antigone Creon falls victim to the tragic flaw of hubris, eventually leading the destruction of his house. Polynices and Etiocles were the rightful heirs to the thrown; however they were killed by mutual fratricide, a dishonorable way to kill and be killed. Creon’s only legitimate claim for the thrown of the house of Thebes would have been through Edipus; however, Edipus’ only claim to the thrown was the riddle of the sphinx. By Greek law this would not have transferred down to Creon, thus making his stake to the thrown an insecure one. Do to this, Creon has a plaguing fear of anarchy in his city. He wants to be a strong ruler, with no one questioning his authority, or challenging his power. This desire comes from a root of instability and illegitimacy. Creon’s first element of pride is to have a chorus that is loyal to him. If Creon could not even prove the legitimacy of his line to h... ... discusses the conflict between the will of the god’s versus the will of man, and what right Polynices even had to being buried. According to Greek culture, Creon had ever right to make a decree stating that Polynices need not be buried within city limits; however, he was going too far in his decree of no burial at all. The Irony is that in the end he ignores religion again, to have Polynices buried with the city limits, where the god’s would have wanted him outside of the city. There are many more elements of Grecian law and religion that this article discusses, and because of that this will definitely be a very helpful source. I can see many of the points that I was looking to make, backed up within this article. This article was an extremely helpful find. Works Cited Sophocles. Antigone Dover Thrift Editions New York: Dover Publications, INC. 1993

The Kodály Concept for Harp :: Music Learning Educatin Musical Essays

The Kodà ¡ly Concept for Harp Motivation is one of the key elements in all teaching. To motivate is to provide the student with an incentive for learning the material being studied. In music teaching, this incentive for learning should be found in a joyful learning experience that can be achieved by using the appropriate teaching material combined with the proper teaching method. In Kodà ¡ly's teaching method there is a balanced combination of these two elements that is applicable from the very beginning of music studies to the most advanced professional level. For example, for young children, the desire to learn to play on their instruments the authentic native folk songs they know, understand, and sing combined with the application of a child development approach is a powerful motivator; it is also one of the basic principle tenets of the Kodà ¡ly Method. Listening or playing to complex music from early childhood may improve a child's ability to learn, memorize, think logically, and be more creative generally . Such is the belief engendered by the cutting edge of today's educational research. Much of today's published educational research centers around the development of a child's neurological capacity to learn. For example, in Owensboro, Kentucky, all children in Daviess County's elementary schools received piano lessons in the year 1997-98. The idea was to develop the mind, not strictly to make music. Everything in those schools - from learning to play chess, to being regularly exposed to the visual and performing arts, to learning the ABC's in Spanish as well as English - was calculated to increase neuron connections following the basic idea of the Graduation 2010 project. During the next 12 years, a research team at Western Kentucky University will follow up on this research in the hope that this project with a common sense approach will have a major impact on the students' achievement and capacity to learn. In Hungary, similar research was done between the years of 1969-1973 focusi ng on the effect of the Kodà ¡ly Method in teaching elementary school children. Among the research findings, it was determined that additional music education resulted in a combination of high creativity with emotional sensitivity, greater thoroughness or exactness in the children's school work, and inner control in the children's personality. Furthermore, the research demonstrated that the Kodà ¡ly musical training not only increased the students' level of creativity but increased it to the level where it surpassed the level predicted by measures intelligence.

Jose Rizal Essay

Rizal’s visit to the United States (1888) Rizal’s Visit to the United States (1888) Rizal first saw America on April 28, 1888. His arrival in this great country was marred by racial prejudice. He saw the discriminatory treatment of the Chinese and the Negros by the white Americans. Arrival in san francisco Saturday,April 28, 1888- The steamer Belgic docked at San Francisco. American health authorities did not let the passengers to land for one week because of the rumored cholera epidemic. Rizal knew there was no cholera epidemic that time and he protest with other passengers the unjustifiable actions of American authorities He soon discovered that it was motivated by politics and the ship was carrying 643 Chinese coolies. Rizal in san francisco May 4, 1888 – The day he was permitted to go ashore and registered at the Palace Hotel which was then considered a first- class hotel in the city May 4 to 6, 1888 – Rizal stayed in San Francisco. Across the American continent May 6, 1888 – it was Sunday, 4:30 P.M., Rizal left San Francisco for Oakland, nine miles across San Francisco Bay, by ferry boat May 7, 1888 – it was morning, Rizal awoke and had a good breakfast at Reno, Nevada, now glamorized by American high-pressure propaganda as â€Å"The Biggest Little City in the World†. Rizal in New york May 13, 1888 – it was Sunday morning when Rizal reached New York. He stayed three days in this city, which he called the â€Å"big town†. From May 7 to May 13, Rizal wrote in his diary the beautiful memories from Nevada, Chicago until he reached Albany. May 16, 1888 – Rizal left New York for Liverpool on board the City of Rome. Rizal saw the Statue of Liberty on Bedloe Island. Rizal’s impression of america The good impressions were: 1.)The material progress of the country as shown in the great cities, huge farms, flourishing industries, and busy factories. 2.) The drive and the energy of the American people;  3.) The natural beauty of the land 4.)The high standard of living; 5.)The opportunities for better life offered to poor immigrants. The bad impression Rizal had of America was the lack of racial equality. 1890 – two years after Rizal’s visit to the United States, Jose Alejandro, who was then studying engineering in Belgium, roomed with him. Rizal’s impression of America â€Å"is the land par excellence of freedom but only for the whites†.

Human Resource Development Essay

In both definitions we see that learning was in some form mentioned as being part of human resource development, and from further understanding of HRD we see that learning is important in all aspects of HRD efforts. According to the text Human Resource Management by Jon M. Werner and Randy L. DeSimone they defined learning a relatively permanent change in behavior, cognition, or affect that occurs as a result of one’s interaction with the environment. There are three basic principles of learning contiguity, the law of effect and practice. Practice is stated to be repeating the event with the hope that it will increase the strength of what is being taught. For example in any sporting area practice is needed to strengthen the players and so to in the business environment. In understanding how practice works in order to maximize learning we look at the primary area of the training design under the categories of conditions of practice and retention of what is learned. There are at least six issues that relate to practice and learning they are; active practice, massed versus spaced practice sessions, whole versus part learning, overlearning ,knowledge of result and task sequences. From the six issues the three that I would considers using are; Active practice proposes that the individual who is being taught should be given the opportunity to repeatedly perform the task or use the knowledge being learned. For example surgeons, rescue squad, pilots, just to name a few should be given avenues to practice hat they learned. Same goes for training the mechanics to install the automobile air-conditioners using the new installation procedures, if the mechanics are allowed to practice the theory that was taught it would leave room for better understanding of what is required of them and result in better outcomes on the jobs confirming , that the new procedures was learnt. Massed versus spaced practice involve whether the training should be conducted in one session or divided into segments separated by a period of time. Studies have shown that spaced practice sessions lead to better performance and longer retention but are more effect for difficult and complex tasks, however the task at hand isn’t difficult and can be taught in one session. Overlearning is practice beyond the point at which the material or task is mastered. This is another condition in which the trainers can implement when training the mechanics to install the air conditioners using the new procedures, giving the mechanics enough opportunities to keep practicing the task will soon become simple The goal goes beyond the trainee learning the task or material but also retaining it. There are three additional issues that influence retention; these are the meaningfulness of the material, the degree of original learning and interference. The more meaningful and factual the information is the easier it is learned and remembered and since the new procedure is important for the installation of the air conditioners the mechanics would seek more interest and retain the information effectively , as they would see it fit to keep their jobs and acquire more customers. Secondly for the mechanics to continually retain the information being learned there should be little or no interference or it should be taken into consideration when training. This meaning that sometimes the knowledge of the old procedure might affect the way the mechanics learn the new procedure also if new steps are added while installing the air conditioner in a different vehicle it can cause confusion in the learning process. The case of the new Employee Assistant Programme Act, since it is an act where information may be presented in a document and the managers can always refer to it when needed, I would suggest using the conditions of active practice. This being the Employees Assistance Programme Act would be something that they would have to implement everyday so it would certainly give the managers the opportunity to perform the task and use the knowledge being used. Also because there is no real step by step process of implementing the act then the conditions of a massed practice session can be put in place, for example a meeting can be held where all managers are taught and given an explanation of the act and why it is necessary, as well as the document of the act where they can refer to when needed. By giving an explanation and ensure the managers what is the purpose and the reason for the Employee Assistant Programme Act , it leaves room for better retention since they are aware of the meaningfulness of they are being taught. Also distinguishing the difference from similar acts can reduce the interference of confusion and misunderstands. In conclusion if the these conditions and retentions are used in the training design both the employees and the managers can experience maximum learning and show that in order to learn practice is required. Read more: http://www. businessdictionary. com/definition/human-resource-development-HRD. html#ixzz2MgJJc071

English 30

In Hamlet, William Shakespeare suggests that individuals may struggle to restore honour and certainty because of procrastination and deception. Honour and certainty are both qualities an individual may desire having. To be honoured by one’s name, or to be certain that through life they’ve made the right decisions. Honour is a clear sense of what is right and proper while maintaining great respect; certainty is freedom from doubt. In a sense these two traits are connected; with honour comes certainty, and with certainty comes honour. People want to be certain that what they are doing is right and will be satisfying in the end.With certainty in actions comes pride and honour with the results. Although before the pride and honour come into play, the right decision must be made and making this decision is a struggle for most individuals. Deceiving and conniving may seem simpler than being honest and working hard. There may seem like many quick and easy ways to do things at the last minute but they aren’t honorable. In Hamlet, William Shakespeare suggests that individuals struggle to restore honour and certainty because of procrastination and deception. Throughout the play Hamlet, William Shakespeare presents many soliloquies.The character Hamlet for example has a few soliloquies in which he contemplates whether to take vengeance on his uncle or not. Shakespeare is constantly calling attention to Hamlet’s worries and delays. He repeatedly raises the issue of delay in decision making. Even though as the reader, an individual may think it is something he/she imposes on the play, but the play raises the issue itself. In Hamlet’s first soliloquy, Shakespeare shows the first true insight into Hamlet’s contemplative nature and his suppression of the passionate feelings towards Gertrude and Claudius.Hamlet agonizes over his hopelessness in carrying out the deed to avenge his father and is always searching for reasons why he is acti ng the way he is. No matter how much he justifies the matter, he is in the grip of something that he cannot fully understand. This is relatable to most individuals as a person may struggle in being decisive because they do not fully understand their circumstances. Shakespeare suggests through Hamlet’s soliloquies that procrastination and indecisive thinking result in a struggle for restoring an individual’s honour and certainty.Shakespeare included a large group of deceitful characters in his play Hamlet. Shakespeare shows  Hamlet and Claudius being the most deceiving of all. Throughout the play Shakespeare has Hamlet in several different positions where he is deceiving the people around him. Hamlet is portrayed as completely mad and estranged to hide that he was really plotting against Claudius. As well Shakespeare brings in Hamlet’s play â€Å"The Mouse Trap† not for entertainment purposes but to victimize Claudius and reveal his guilt.The whole idea behind the acts of deception was for the character to gain what he/she desired most. Shakespeare made it clear that fooling the people around oneself is a good way to get what he/she wants but can result unfavourably. Hamlet fooled his mother, father, and even his friends to get the truth behind his father’s death and seek the appropriate revenge but in the end he hurt more people than he planned to. Shakespeare shows that because of deception and untruthfulness an individual may take matters further than necessary in order to restore certainty and honour.Another character Shakespeare included who was very good at hiding her reality was Gertrude, Hamlet’s mother. Not only was she deceiving Hamlet but she was fooling herself. Shakespeare made Gertrude appear as unconcerned and uncommitted to the deceased King Hamlet. She hardly grieved his death, she marries Claudius promptly, and she even has a sexual and somewhat incestuous relationship with Claudius. The lack of conc ern Shakespeare has Gertrude impose was perhaps used as a way to reveal how some individuals hide from reality.Shakespeare has Hamlet understand Gertrude’s attitude possibly to show how people might deceive themselves to run away from their guilt and dirty consciences. Gertrude is completely oblivious to the fact that what she has done is wrong and this goes to show how individuals shy away from the truth to remain with feelings of comfort and security. Shakespeare suggests that while an individual may feel comfortable with what their circumstances appear to be, there is no real honour and certainty that comes with hiding the reality.Shakespeare introduces a few psychological obstacles that relate to Hamlet’s indecisive tendencies. Shakespeare has Hamlet become a prisoner of his own mind, a man stuck in an unreal world, an irrational thinker, in a rational society. By becoming trapped in the thoughts dwelling in his mind, Hamlet prevents himself from taking action. Sha kespeare has Hamlet experience bombastic thoughts and feelings to show how hard it is to commit an act an individual is unsure of. Hamlet is shown as very intellectual and this inhibits him from acting promptly in regaining his honour.Shakespeare has Hamlet reply very enthusiastically to the Ghost’s request of revenge but as Hamlet beings to consider the validity of the matter he becomes more wary of going forth in his vengeful act. Shakespeare is suggesting through Hamlet’s delays, that an individual may struggle with restoring his honour and certainty because of the psychological impediments resulting in procrastination. After careful examination of the source of evidence, it is clear that  Shakespeare has suggested that individuals struggle with restoring honour and certainty because of procrastination and deception.Shakespeare introduced deceptive characters such as Claudius, Gertrude, and Hamlet to show how easy yet unrewarding being deceptive can be. Deceiving oneself and others will do more harm than justice in restoring certainty and honour. As well, Shakespeare made it known through Hamlet’s over-contemplative tendencies and worrisome thoughts that procrastinating will not essentially make the decision easier, but more difficult. An individual should consider his/her actions before taking them but over-thinking could make regaining honour and certainty more challenging than necessary.

The Vampire Diaries: The Fury Chapter Eleven

Elena watched Mr. Smallwood's rifle bounce across the grass. She enjoyed the expression on his face as he spun around, looking for what had grabbed it. And she felt the flare of Damon's approval from across the pool of light, fierce and hot like the pride of a wolf for its cub's first kill. But when she glimpsed Stefan lying on the ground, she forgot everything else. White fury took her breath away, and she started toward him. â€Å"Everybody stop! Just stop everything, right where you are!† The shout was borne toward them along with the sound of tires squealing. Alaric Saltzman's car nearly spun out as it turned into the staff parking lot and screeched to a halt, and Alaric leaped from the car almost before it stopped moving. â€Å"What's going on here?† he demanded, striding toward the men. At the shout, Elena had pulled back automatically into the shadows. Now, she looked at the men's faces as they turned toward him. Besides Mr. Smallwood, she recognized Mr. Forbes and Mr. Bennett, Vickie Bennett's father. The others must be the fathers of the other guys who'd been with Tyler in the Quonset hut, she thought. It was one of the strangers who answered the question, in a drawl that couldn't quite hide the nervousness underneath. â€Å"Well now, we just got a little tired of waiting any longer. We decided to speed things up a bit.† The wolf growled, a low rumbling that rose to a chainsaw snarl. All the men flinched back, and Alaric's eyes showed white as he noticed the animal for the first time. There was another sound, softer and continuous, coming from a figure huddled next to one of the cars. Caroline Forbes was whimpering over and over, â€Å"They said they just wanted to talk to him. They didn't tell me what they were going to do.† Alaric, with one eye on the wolf, gestured toward her. â€Å"And you were going to let her see this? A young girl? Do you realize the psychological damage that could do?† â€Å"What about the psychological damage when her throat gets ripped out?† Mr. Forbes returned, and there were shouts of agreement. â€Å"That's what we're worried about.† â€Å"Then you'd better worry about getting the right man,† Alaric said. â€Å"Caroline,† he added, turning toward the girl, â€Å"I want you to think, Caroline. We didn't get to finish your sessions. I know when we left off you thought you recognized Stefan. But, are you absolutely positive it was him? Could it have been somebody else, somebody who resembled him?† Caroline straightened, bracing herself against the car and raising a tear-stained face. She looked at Stefan, who was just sitting up, and then at Alaric. â€Å"I†¦Ã¢â‚¬  â€Å"Think, Caroline. You have to be absolutely certain. Is there someone else it could have been, like-â€Å" â€Å"Like that guy who calls himself Damon Smith,† came Meredith's voice. She was standing beside Alaric's car, a slim shadow. â€Å"You remember him, Caroline? He came to Alaric's first party. He looks like Stefan in some ways.† â€Å"Like that guy who calls himself Damon Smith,† came Meredith's voice. She was standing beside Alaric's car, a slim shadow. â€Å"You remember him, Caroline? He came to Alaric's first party. He looks like Stefan in some ways.† â€Å"Yes†¦ it could have been, I suppose. Everything happened so fast†¦ but it could have been.† â€Å"And you really can't be sure which it was?† Alaric said. â€Å"No†¦ not absolutely sure.† â€Å"There,† said Alaric. â€Å"I told you she needed more sessions, that we couldn't be certain of anything yet. She's still very confused.† He was walking, carefully, toward Stefan. Elena realized that the wolf had withdrawn back into the shadows. She could see it, but the men probably couldn't. Its disappearance made them more aggressive. â€Å"What are you talking about? Who is this Smith? I've never seen him.† â€Å"But your daughter Vickie probably has, Mr. Bennett,† Alaric said. â€Å"That may come out in my next session with her. We'll talk about it tomorrow; it can wait that long. Right now I think I'd better take Stefan to a hospital.† There was discomforted shifting among some of the men. â€Å"Oh, certainly, and while we're waiting anything could happen,† began Mr. Smallwood. â€Å"Any time, anywhere-â€Å" â€Å"So you're just going to take the law into your own hands, then?† Alaric said. His voice sharpened. â€Å"Whether you've got the right suspect or not. Where's your evidence this boy has supernatural powers? What's your proof? How much of a fight did he even put up?† â€Å"There's a wolf around somewhere who put up plenty of fight,† Mr. Smallwood said, red-faced. â€Å"Maybe they're in it together.† â€Å"I don't see any wolf. I saw a dog. Maybe one of the dogs that got out of quarantine. But what's that got to do with it? I'm telling you that in my professional opinion you've got the wrong man.† The men were wavering, but there was still some doubt in their faces. Meredith spoke up. â€Å"I think you should know that there've been vampire attacks in this county before,† she said. â€Å"A long time before Stefan came here. My grandfather was a victim. Maybe some of you have heard about that.† She looked across at Caroline. That was the end of it. Elena could see the men exchanging uneasy glances and backing toward their cars. Suddenly they all seemed eager to be somewhere else. Mr. Smallwood was one who stayed behind to say, â€Å"You said we'd talk about this tomorrow, Saltzman. I want to hear what my son says the next time he's hypnotized.† Caroline's father collected her and got in his car fast, muttering something about this all being a mistake and nobody taking it too seriously. â€Å"Are you all right? Did they hurt you?† He moved away from Alaric's supporting arm. â€Å"Somebody hit me from behind while I was talking to Caroline. I'll be all right-now.† He shot a glance at Alaric. â€Å"Thanks. Why?† â€Å"He's on our side,† said Bonnie, joining them. â€Å"I told you. Oh, Stefan, are you really okay? I thought I was going to faint there for a minute. They weren't serious. I mean, they couldn't really have been serious. †¦Ã¢â‚¬  â€Å"Serious or not, I don't think we should stay here,† said Meredith. â€Å"Does Stefan really need a hospital?† â€Å"No,† Stefan said, as Elena anxiously examined the cut on his head. â€Å"I just need rest. Somewhere to sit down.† â€Å"I've got my keys. Let's go to the history room,† Alaric said. Bonnie was looking around the shadows apprehensively. â€Å"The wolf, too?† she said, and then jumped as a shadow coalesced and became Damon. â€Å"What wolf?† he said. Stefan turned slightly, wincing. â€Å"Thank you, too,† he said unemotionally. But Stefan's eyes lingered on his brother with something like puzzlement as they walked to the school building. In the hallway, Elena pulled him aside. â€Å"Stefan, why didn't you notice them coming up behind you? Why were you so weak?† Stefan shook his head evasively, and she added, â€Å"When did you feed last? Stefan, when? You always make some excuse when I'm around. What are you trying to do to yourself?† â€Å"I'm all right,† he said. â€Å"Really, Elena. I'll hunt later.† â€Å"Do you promise?† â€Å"I promise.† It didn't occur to Elena at the moment that they hadn't agreed on what â€Å"later† meant. She allowed him to lead her on down the hall. The history room looked different at night to Elena's eyes. There was a strange atmosphere about it, as if the lights were too bright. Just now all the students' desks were shoved out of the way, and five chairs were pulled up to Alaric's desk. Alaric, who'd just finished arranging the furniture, urged Stefan into his own padded chair. â€Å"Okay, why don't the rest of you take a seat.† They just looked at him. After a moment Bonnie sank down into a chair, but Elena stood by Stefan, Damon continued to lounge halfway between the group and the door, and Meredith pushed some papers to the center of Alaric's desk and perched on the corner. â€Å"Well,† said Elena. Everyone looked at everyone else. Elena picked up a piece of cotton from the first-aid kit she'd grabbed at the door and began dabbing Stefan's head with it. â€Å"I think it's time for that explanation,† she said. â€Å"Right. Yes. Well, you all seemed to have guessed I'm not a history teacher†¦Ã¢â‚¬  â€Å"In the first five minutes,† Stefan said. His voice was quiet and dangerous, and with a jolt Elena realized it reminded her of Damon's. â€Å"So what are you?† Alaric made an apologetic gesture and said almost diffidently, â€Å"A psychologist. Not the couch kind,† he added hastily as the rest of them exchanged looks. â€Å"I'm a researcher, an experimental psychologist. From Duke University. You know, where the ESP experiments were started.† â€Å"The ones where they make you guess what's on the card without looking at it?† Bonnie asked. â€Å"Yes, well, it's gone a bit beyond that now, of course. Not that I wouldn't love to test you with Rhine cards, especially when you're in one of those trances.† Alaric's face lit with scientific inquiry. Then he cleared his throat and went on. â€Å"But-ah-as I was saying. It started a couple of years ago when I did a paper on parapsychology. I wasn't trying to prove supernatural powers existed, I just wanted to study what their psychological effect is on the people who have them. Bonnie, here, is a case in point.† Alaric's voice took on a lecturer's tone. â€Å"What does it do to her, mentally, emotionally, to have to deal with these powers?† â€Å"It's awful,† Bonnie interrupted vehemently. â€Å"I don't want them anymore. I hate them.† â€Å"Well, there you see,† Alaric said. â€Å"You'd have made a great case study. My problem was that I couldn't find anybody with real psychic powers to examine. There were plenty of fakers, all right-crystal healers, dowsers, channelers, you name it. But I couldn't find anything genuine until I got a tip from a friend in the police department. â€Å"There was this woman down in South Carolina who claimed she'd been bitten by a vampire, and since then she was having psychic nightmares. By that time I was so used to fakes I expected her to turn out to be one, too. But she wasn't, at least not about being bitten. I never could prove she was really psychic.† â€Å"How could you be sure she'd been bitten?† Elena asked. â€Å"There was medical evidence. Traces of saliva in her wounds that were similar to human saliva-but not quite the same. It contained an anticoagulatory agent similar to that found in the saliva of leeches†¦Ã¢â‚¬  Alaric caught himself and hurried on. â€Å"Anyway, I was sure. And that was how it started. Once I was convinced something had really happened to the woman, I started to look up other cases like hers. There weren't a lot of them, but they were out there. People who'd encountered vampires. â€Å"But you've never actually seen a vampire,† Elena interrupted. â€Å"Until now, I mean. Is that right?† â€Å"Well-no. Not in the flesh, as it were. But I've written monographs†¦ and things.† His voice trailed off. Elena bit her lip. â€Å"What were you doing with the dogs?† she asked. â€Å"At the church, when you were waving your hands at them.† â€Å"Oh†¦Ã¢â‚¬  Alaric looked embarrassed. â€Å"I've picked up a few things here and there, you know. That was a spell an old mountain man showed me for fending off evil. I thought it might work.† â€Å"You've got a lot to learn,† said Damon. â€Å"Obviously,† Alaric said stiffly. Then he grimaced. â€Å"Actually, I figured that out right after I got here. Your principal, Brian Newcastle, had heard of me. He knew about the studies I do. When Tanner was killed and Dr. Feinberg found no blood in the body and lacerations made by teeth in the neck†¦ well, they gave me a call. I thought it could be a big break for me-a case with the vampire still in the area. The only problem was that once I got here I realized they expected me to take care of the vampire. They didn't know I'd dealt only with the victims before. And†¦ well, maybe I was in over my head. But I did my best to justify their confidence-â€Å" â€Å"You faked it,† Elena accused. â€Å"That was what you were doing when I heard you talking to them at your house about finding our supposed lair and all that. You were just winging it.† â€Å"Well, not completely,† Alaric said. â€Å"Theoretically, I am an expert.† Then he did a double take. â€Å"What do you mean, when you heard me talking to them?† â€Å"While you were out searching for a lair, she was sleeping in your attic,† Damon informed him dryly. Alaric opened his mouth and then shut it again. â€Å"What I'd like to know is how Meredith comes into all this,† Stefan said. He wasn't smiling. Meredith, who had been gazing thoughtfully at the jumble of papers on Alaric's desk during all this, looked up. She spoke evenly, without emotion. â€Å"I recognized him, you see. I couldn't remember where I'd seen him at first, because it was almost three years ago. Then I realized it was at Granddad's hospital. What I told those men was the truth, Stefan. My grandfather was attacked by a vampire.† There was a little silence and then Meredith went on. â€Å"It happened a long time ago, before I was born. He wasn't badly hurt by it, but he never really got well. He became†¦ well, sort of like Vickie, only more violent. It got so that they were afraid he'd harm himself, or somebody else. So they took him to a hospital, a place he'd be safe.† ago, before I was born. He wasn't badly hurt by it, but he never really got well. He became†¦ well, sort of like Vickie, only more violent. It got so that they were afraid he'd harm himself, or somebody else. So they took him to a hospital, a place he'd be safe.† â€Å"I know. I could have†¦ but I couldn't. The family's kept it a secret so long-or tried anyway. From what Caroline wrote in her diary, she'd obviously heard. The thing is, nobody ever believed Granddad's stories about the vampire. They just thought it was another of his delusions, and he had a lot of them. Even I didn't believe them†¦ until Stefan came. And then-I don't know, my mind started to put little things together. But I didn't really believe what I was thinking until you came back, Elena.† â€Å"I'm surprised you didn't hate me,† Elena said softly. â€Å"How could I? I know you, and I know Stefan. I know you're not evil.† Meredith didn't glance at Damon; he might as well not have been present for all the acknowledgment she gave him. â€Å"But when I remembered seeing Alaric talking to Granddad at the hospital I knew he wasn't, either. I just didn't know exactly how to get all of you together to prove it.† â€Å"I didn't recognize you, either,† Alaric said. â€Å"The old man had a different name- he's your mother's father, right? And I may have seen you hanging around the waiting room sometime, but you were just a kid with skinny legs then. You've changed,† he added appreciatively. Bonnie coughed, a pointed sound. Elena was trying to arrange things in her mind. â€Å"So what were those men doing out there with a stake if you didn't tell them to be?† â€Å"I had to ask Caroline's parents for permission to hypnotize her, of course. And I reported what I found to them. But if you're thinking I had anything to do with what happened tonight, you're wrong. I didn't even know about it.† â€Å"I've told him about what we've been doing, how we've been looking for the Other Power,† Meredith said. â€Å"And he wants to help.† â€Å"I said I might help,† Alaric said cautiously. â€Å"Wrong,† said Stefan. â€Å"You're either with us or against us. I'm grateful for what you did out there, talking to those men, but the fact remains that you started a lot of this trouble in the first place. Now you have to decide: are you on our side-or theirs?† Alaric looked around at each of them, at Meredith's steady gaze and Bonnie's raised eyebrows, at Elena kneeling on the floor and at Stefan's already-healing scalp. Then he turned to glance at Damon, who was leaning against the wall, dark and saturnine. â€Å"I'll help,† he said at last. â€Å"Hell, it's the ultimate case study.† â€Å"All right, then,† Elena said. â€Å"You're in. Now, what about Mr. Smallwood tomorrow? What if he wants you to hypnotize Tyler again?† â€Å"Wait,† said Stefan. â€Å"There shouldn't be a dance, not if there's any way to prevent it. You're on good terms with the principal; you can talk to the school board. Make them cancel it.† Alaric looked startled. â€Å"You think something's going to happen?† â€Å"Yes,† Stefan said. â€Å"Not just because of what's happened at the other public functions, but because something's building up. It's been building up all week; I can feel it.† â€Å"So can I,† Elena said. She hadn't realized it until that moment, but the tension she felt, the sense of urgency, was not just from inside her. It was outside, all around. It thickened the air. â€Å"Something's going to happen, Alaric. Alaric let out his breath in a soft whistle. â€Å"Well, I can try to convince them, but-I don't know. Your principal is dead set on keeping everything looking normal. And it isn't as if I can give any rational explanation for wanting to shut it down.† â€Å"Try hard,† Elena said. â€Å"I will. And meanwhile, maybe you should think about protecting yourself. If what Meredith says is right, then most of the attacks have been on you and people close to you. Your boyfriend got dropped in a well; your car got chased into the river; your memorial service was broken up. Meredith says even your little sister was threatened. If something's going to happen tomorrow, you might want to leave town.† It was Elena's turn to be startled. She had never thought of the attacks in that way, but it was true. She heard Stefan's indrawn breath and felt his fingers tighten on hers. â€Å"He's right,† Stefan said. â€Å"You should leave, Elena. I can stay here until-â€Å" â€Å"No. I'm not going without you. And,† Elena continued, slowly, thinking it out, â€Å"I'm not going anywhere until we find the Other Power and stop it.† She looked up at him earnestly, speaking quickly now. â€Å"Oh, Stefan, don't you see, nobody else even has a chance against it. Mr. Smallwood and his friends don't have a clue. Alaric thinks you can fight it by waving your hands at it. None of them know what they're up against. We're the only ones who can help.† She could see the resistance in Stefan's eyes and feel it in the tenor of his muscles. But as she kept on looking straight at him, she saw his objections fall one by one. For the simple reason that it was the truth, and Stefan hated lying. â€Å"All right,† he said at last, painfully. â€Å"But as soon as this is all over, we're leaving. I'm not having you stay in a town where vigilantes run around with stakes.† â€Å"Yes.† Elena returned the pressure of his fingers with hers. â€Å"Once this is all over, we'll go.† Stefan turned to Alaric. â€Å"And if there's no way to talk them out of having the dance tomorrow, I think we should keep an eye on it. If something does happen, we may be able to stop it before it gets out of hand.† Elena tilted a doubtful eye toward Bonnie. â€Å"Well†¦ it would mean missing the dance itself-for those of us who could have gone, I mean.† Bonnie drew herself up. â€Å"Oh, who cares about missing a dance?† she said indignantly. â€Å"What on earth does a dance matter to anyone?† â€Å"Right,† said Stefan gravely. â€Å"Then it's settled.† A spasm of pain seemed to overtake him and he winced, looking down. Elena was immediately concerned. â€Å"You need to get home and rest,† she said. â€Å"Alaric, can you drive us? It's not that far.† Stefan protested that he was perfectly able to walk, but in the end he gave in. At the boardinghouse, after Stefan and Damon had gotten out of the car, Elena leaned in Alaric's window for one last question. It had been gnawing at her mind ever since Alaric had told them his story. â€Å"About those people who'd encountered vampires,† she said. â€Å"Just what were the psychological effects? I mean, did they all go crazy or have nightmares? Were any of them okay?† â€Å"It depends on the individual,† Alaric said. â€Å"And with how many contacts they'd had, and what kind of contacts they were. But mostly just with the personality of the victim, with how well the individual mind can cope.† Elena nodded, and said nothing until the lights of Alaric's car had been swallowed by the snowy air. Then she turned to Stefan. â€Å"Matt.†