Trade Mark Dilution in EU Comparing with USA Essay

Trade Mark Dilution in EU Comparing with USA - Essay Example Blurring and tarnishment have been recognized in the anti dilution laws of the European Union. There have been controversies surrounding various organizations in the world on the use of trade marks. Companies have claimed that their competitors or other organizations have been using their trademark thereby affecting their market base as well bas competition. Trade mark dilution refers to the use of a similar trade mark by another company. However there are misunderstandings as to whether the products registered under the trade mark should be similar or different. In the European Union, courts have ruled otherwise that the use of similar trademarks but different goods under the trade mark does not lead to trade mark dilution1. The European Union has put in place measures to curb dilution of trade marks; they ensure that there is no unfair advantage on the use of a trade mark on their poor quality products that can harm the products reputation and character. The most widespread term ap plied is known as the protection against â€Å"free riding† on the trade mark. It is also important to note that the unfair advantage in the use of trade mark, blurring and tarnishment are grouped together in the same sub article in their laws. In the United States, there is no major link in the application of laws between dilution protection and unfair advantage over the use of trade mark2. There are three aspects in which dilution differ from other forms of infringement in the European Union. The first aspect involves the confusion in which the consumer cannot differentiate the original trade mark and its usage on other junior products. Secondly, dilution can also involve the use of trade mark on different goods. This differs in traditional forms of protection where the difference in types of goods represented by the same trade mark was not a big issue. It was difficult to actually show the level of confusion when the goods were dissimilar from those of the senior user of t he trade mark. Finally, dilution is generally applied in cases whereby the consumers have a common knowledge of the trade mark and the goods it represent3. The controversy surrounding dilution is based on its differences from confusion based infringement. In Europe as well as in the United States, the focus is on the use of a similar trade mark but with dissimilar goods. Infringement actions involved situations whereby the goods under the trade mark were similar and thus confusing the consumers4. The Argument The application of anti dilution laws in Europe are more complicated. The formulation of trade mark laws brought about different perspectives in the application of the law. The main concern has been on the unfair advantage enjoyed by the junior users of a trade mark rather that the harm caused to the trade mark. Unfair competition was the main driving force behind the use of trademarks by other companies. For example, in France, a company had to show that its trade mark suffere d harm fro its usage by other companies. However, the use of a trade mark to achieve competitive advantage was also termed as a form of harm to the trade mark. In Germany, a company had to show how it was affected in competition by the use of its trade mark by other competitors. Competition should be understood to mean competition for the trade mark and on situations whereby the junior user of the trademark would use the mark on dissimilar goods5. Article 5(2) of the

Medical Translation Essay Example for Free

Medical Translation Essay Introduction The medical terms to be translated are selected from three articles. Two articles deal with the posttraumatic stress disorder, a kind of mental disease and the other article is about the immune response in transplantation. Medical terms differ from that in daily use, and the same word can have different meanings within various contexts. In addition, many medical terms have roots and affixes which are mostly borrowed from Greek and Latin language, and as a result an analysis of the roots, prefixes and suffixes is necessary in order to translate the terms acutely and succinctly. Some terms can be transliterated into Chinese language while some need to be paraphrased into Chinese according to the context. The translation of medical terms should not only be accurate, but should also be concise, easy to understand and avoid being ambiguous. Article One: Blockade of Lymphocyte Chemotaxis in Visceral Graft-versus-Host Disease 1. Graft-versus-host Disease: Graft means any transplanted or implanted organ or tissue in English, in Chinese language, graft can be translated as â€Å" †. The term â€Å"versus† in English means the situation in which two sides are against each other. In Chinese language, the term refers to â€Å" †, but the term â€Å" † is usually used in military area and it is not concise for the translation of â€Å"versus† in medical field. Comparatively, the term â€Å"? † in Chinese is more suitable for the translation of â€Å"versus† as it is concise and it can reflect the condition in which one part is resistant toward another. â€Å"Host† means the body which accepts the transplantation. In Chinese, the character â€Å" † means the body on which another animal or plant lives (cf. Oxford Advanced Learner’s English-Chinese Dictionary:854). In medical field, â€Å"† can be referred to the body to which the organ or tissue is attached. Therefore, the disease Graft-versus-host can be translated as â€Å" †, a disease in which the transplanted organ is antagonistic towards the body which accepts the implantation and it can lead to the destruction of the host body. 2. Antigen-presenting cells: The prefix â€Å"anti† means being against and antagonistic. The suffix â€Å"–gen† refers to â€Å"that which generate†. Therefore, the term â€Å"antigen† can be literally translated as â€Å" †, a kind of substance that can generate immune response. â€Å"Presenting† refers to â€Å"clinging to a cell surface for detection of other molecules†. In biological process, the antigen-presenting cell can process the antigen cells by taking and presenting them to the lymphocyte cells. In Chinese language, the term â€Å" † refers to recognizing and detecting specific substance and the term â€Å" † means â€Å"taking† and â€Å"bringing†. Consequently, the term â€Å"antigen-presenting cell† can be translated into â€Å" † in Chinese language. 3. Lymphocyte recruitment: Lymphocyte is a kind of leukocyte cell and it is a product of lymphoid tissue, participating in immune activities. In Chinese language, the term â€Å"lymphocyte† is transliterated as â€Å" †, which refers to pertaining to the lymphocyte. The term â€Å"recruitment† refers to the gradual increase and in Chinese language, â€Å" † means a growth and proliferation in number. Therefore, the term can be translated as â€Å" †. 4. Secondary Graft Losses: â€Å"Secondary† generally refers to the second rank in dictionary, but in the context, the term means being derived from what is original and primary. The term â€Å"secondary† should be translated as â€Å" † which means pertaining to progressive. The terms â€Å"losses† means dysfunction and destruction of the transplanted graft and in the context, and it can be translated as â€Å" † in Chinese. Consequently, the term â€Å"secondary graft losses† translated into Chinese is â€Å" †. 5. Myeloproliferative Disorder: The root â€Å"myelo† refers to bone marrow and the term â€Å"proliferative† means rapid growth and increase. The term means an abnormal increase of marrow. Thus â€Å"myelo† can be translated as â€Å" † in Chinese language. The term â€Å"proliferative† can be translated as â€Å" † which means abnormal increase and production. â€Å"Disorder† can be translated as â€Å"? † which means abnormal condition of body. Therefore, the term â€Å"myeloproliferative disorder† can be translated as â€Å" † in Chinese language. 6. Antichemotactic effect: The prefix â€Å"anti† means â€Å"against† and it can be translated as â€Å"? † in Chinese language. The term â€Å"chemotacxis† refers to the orientation of a microorganism in response to chemical stimulus and it can be translated as â€Å" † in Chinese language which means the orientation of an object moving toward or away from something. â€Å"Effect† means result of something and it can be interpreted as â€Å"† in Chinese. Thus the term can be translated as â€Å" † in Chinese language. Article Two: Posttraumatic Stress Disorder: Diagnosis, History and Longitudinal Course 7. Shattered Cognitive Assumptions: The word â€Å"shattered† means fatigue, â€Å"cognitive† refers to mental process including thinking and learning and the word â€Å"assumptions† means subjective supposition. The term here refers to the disease with which the patient subjectively cannot stop thinking and assuming something terrible is going to happen without real proof and actually everything is imaginary. â€Å"Shattered† here can be translated as â€Å"†, and â€Å"cognitive† can be interpreted as â€Å" † and â€Å"assumptions† can be translated as â€Å" † in which the character â€Å"? † means â€Å"subjective and imaginary† and â€Å"? † refers to thinking. The character â€Å"? † means â€Å"disease†. Therefore, the term can be concisely interpreted as â€Å" †. 8. Fear Conditioning: The word â€Å"fear† means the feeling that someone thinks he or she is in danger. The word â€Å"conditioning† refers to a situation in which a stimulus originally unable of evoking a response becomes able to cause the response to occur by linking it with another stimulus that does so. The term â€Å"fear conditioning† here in the context means in a particular neutral condition, the patient who suffers posttraumatic stress disorder feels worried and frightened by consistently linking the neutral condition to the unpleasant experience that causes the patient to feel feared. â€Å"Fear† here can be translated as â€Å" †, which means feeling in danger and â€Å"conditioning† can be interpreted as â€Å" † which refers to under a particular situation. Therefore, the term â€Å"fear conditioning† can be translated as â€Å" †. 9. Diffuse Anxiety: â€Å"Diffuse† means not specific or limited and in the context, â€Å"diffuse anxiety refers to a kind of mental disease with which the patient experiences uncontrollable worries and fear without definite reasons. It is a kind of anxiety that has no specific content or focus. â€Å"Diffuse† here can be translated as â€Å" † which means pervasive and not confined and â€Å"anxiety† can be interpreted as â€Å" † which refers to fear and worries. As a result, the term â€Å"diffuse anxiety† can be translated as â€Å" †. 10. â€Å"Shell Shock† The word â€Å"shock† refers to an emergency in which the tissues and organs of a body experience a lack of blood flow and oxygen, and it can lead to severe damage to the body. In the context, â€Å"shell shock† is a mental disease, and it often occurs in soldier who has been hurt by the explosion of cannonballs. Patients with the â€Å"shell shock† generally have symptoms like tremor, headache, difficulty in concentration. â€Å"Shock† can be transliterated as â€Å" † and â€Å"shell† can be literally translated as â€Å" † in Chinese language. The translation of â€Å"shell shock† should be â€Å" †. But the translation â€Å"† cannot reflect the nature of the disorder. As a result, the term â€Å" † which means the neurasthenia should be added to the translation. Therefore, the term â€Å"shell shock† should be translated as â€Å" †. 11. â€Å"Operational Fatigue†: The term â€Å"operational† is pertaining to military and â€Å"Fatigue† literally refers to weariness. In the context, â€Å"fatigue† means mental tiredness and â€Å"operational fatigue† is a mental disorder with symptoms like irritability and tremor. The disorder mainly occurs in soldiers who are influenced by the cruelty of war both mentally and psychologically. â€Å"Fatigue† can be translated as â€Å" † which means unbearable mental and psychological stress caused by war. Thus, the term â€Å"operational fatigue† can be translated as â€Å" †. 12. â€Å"Startle Reaction† The word â€Å"startle† means to frighten or alarm suddenly and the word â€Å"reaction† refers to the response to a stimulus. In the context, the term â€Å"startle reaction† is a symptom of posttraumatic patients who behave and response vigilantly to neutral stimulus. The term can be translated as â€Å" †. 13. â€Å"Sympathetic overreactivity†: The word sympathetic means showing sympathy and understanding. The term in the context means the symptom of patient who over concerns and understands other people’s feelings. â€Å"Sympathetic† can be translated as â€Å" † in Chinese language. â€Å"Overreactivity† refers to abnormal reaction and it can be translated as â€Å" † in Chinese language. The term, then can be concisely translated as â€Å" †. 14. â€Å"Traumatic Neurosis†: â€Å"Traumatic† refers to serious injury to the human body. The term â€Å"traumatic neurosis† in the context means the shadow exerted by traumatic injury to the human body both in psychology and mentality. The term â€Å"traumatic† can be translated as â€Å"† which means relating to physical injury and â€Å"neurosis† can be interpreted as â€Å" † which means the psychological dysfunction and mental fatigue. The term can be translated as â€Å" † in Chinese language. 15. â€Å"Psychological Numbing† The term in the context refers to the aloof attitude of the patient towards the people and events around him or her. People with psychological numbing are frigid and show little concern or care about the outside world. The term is related to the patient’s psychological and emotional attitudes towards the society and â€Å"psychological† can be translated as â€Å" †. The word â€Å"numbing† can be interpreted as â€Å" † in Chinese language which means apathetic and callous. Therefore, the term can be translated as â€Å" †. 16. â€Å"Delayed Referral†: â€Å"Delayed† means something happened latter than expected. â€Å"Referral† refers to the transference of a patient from one clinician to another. In the context, delayed means the symptoms of posttraumatic stress disorder which may occur latter than expected after the traumatic event. â€Å"Delayed† here can be translated as â€Å" † which means postponement and â€Å"referral† can be interpreted as â€Å" †. Therefore, â€Å"Delayed Referral† can then translated as â€Å"†. Article Three: Neuroimaging and Posttraumatic Stress Disorder 17. â€Å"Extinction Recall†: The word â€Å"extinction† means something that is extinguished and disappeared and â€Å"recall† refers to recollection. In the context, the term means the symptom of intrusive recollection of the terrible scenes experienced by the patients who suffer posttraumatic stress disorder. They develop hallucination in brain and experience the scene as if it were happening again. Therefore, the term can be translated as â€Å" † in Chinese language in which the word â€Å" † means again and again, and â€Å" † refers to experiencing and suffering. 18. â€Å"White Noise†: The word â€Å"white† means albus literally, but in the context, the word has another connation. Actually the word â€Å"white† in the article means the noise that can cover the disturbing sound and it is beneficial to human body. Thus the term in the article can be translated as â€Å" †. The term â€Å" † means not being disturbing and â€Å" † refers to noise. 19. â€Å"Flashback Intensity† â€Å"Flashback† means a vivid and sudden and recurrent memory of a past experience. In the context of the article, the term refers to a recurring and lively image of traumatic experience happened in the past. The intrusive memory is so lively that the patient who suffers posttraumatic stress disorder often recognizes the memory as something that is occurring in the real time. Therefore, the term â€Å"flashback intensity† can be translated as â€Å" †. The character â€Å" † means memory, the term â€Å" † refers to flashback and â€Å" † means intensity. 20. â€Å"Concomitant Dissociative Responses: â€Å"Concomitant† means existing at the same time and it can be translated as â€Å" †. The word â€Å"dissociative† refers to separate and it can be interpreted as â€Å" †. The word â€Å"response† means reaction and it can be concisely translated as â€Å" †. In the context, the term means reactions that coexist with posttraumatic stress disorder. As a result, the term can be translated as â€Å" †. Conclusion The medical terms are different from the terms used in daily life and it is characterized by its academic accuracy and conciseness. The translation of the medical terms should not only be a linguistic conversion between two languages, but also be a product in a specific context. English, as an international language, absorbed a large number of Greek and Latin roots and affixes. A good understanding of the roots and affixes is crucial in translating medical terms. By analyzing the literal meaning and the context, the terms can be translated by adopting the strategy of transliteration and paraphrasing. Bibliography Baidu Encyclopeida. http://www. baidu. com/ Collin Cobuild Learner’s Dictionary Concise Edition. 2001. HarperCollins Publishers. Homepage of The Free Dictionary by Farlex. http://www. thefreedictionary. com/ Hudong Encyclopedia. http://xinjiancitiao. hudong. com/ Haici Dictionary. http://dict. cn/ Oxford Advanced Learner’s English-Chinese Dictionary [1988] 2004. Oxford University Press; The Commercial Press. Wikipedia. The Free Encyclopedia. http://en. wikipedia. org/wiki/Main_Page.

Stages of the Purchasing Decision Process

Stages of the Purchasing Decision Process P-1: Describe the main stages of the purchasing decision making process Business buying decision process Business buying decision process consists of the following steps. Problem recognition General need description Product specification Supplier search Proposal solicitation Supplier selection Order routine specification Performance review (Kotler, Armstrong, 2008) Problem recognition: It will occur when an organization recognizes a problem or need that can be meet by buying a product or service. General need description: Lets assume that an organization wants to improve its services or products soin this step characteristics of the services and products needed are explicitly expressed. Product specification: After the pervious step an organization will express the specification of the product or services which will be of course done with the consultation of the engineering or technical team. Supplier search: In this step an organization will search for the supplier of the goods needed this can be done by reviewing trade directories or by doing computer search. It will obviously short list those one who has good reputation and offers best deals. Proposal solicitation: Once the search is complete then an organization will invite suppliers to submit their proposal, in this case presentation by the supplier might be needed. Supplier selection: In this step the organization will finalize the supplier. Factors like competitive prices, honest communication, quality products and services etc are of great importance in this regard. Order routine specification: At this stage the organization management will prepare an order-routine specification. It will also incorporate final order with selected supplier and list of other elements technical services after sales required, date of delivery return polices and warranties etc. Performance review: After order-routine specification in this step organization will assess the performance of the suppliers products or services. This may lead organization to keep on, change, of drop the arrangement with the supplier. Consumer buying decision process Consumer buying decision process consists of the following steps Need recognition Information search Evaluation of alternatives Purchase decision Post Purchase behavior (Kotler, Armstrong, 2008) Need recognition: The process starts with need recognition the buyer feels that he should have the specific products or services in order to fulfill his need. The reason behind this can be internal stimuli i.e. need to fulfill and external stimuli i.e. products or services ads. Information search: An interested prospect intending to buy products or services will search for information regarding various companies offering those products or services. He will use sources like internet, friends etc. Evaluation of alternatives:The marketing people of companies need to know about how various consumers evaluate products or services well the process is not easy to understand. Here the consumers might keep the following points of evaluation criteria prices, quality, and brand. Purchase decision: Normally the consumer is suppose to buy that product or service which up to highest level fulfill his evaluation criteria but even at this stage same factor might alter consumers decisions. Post Purchase behavior: Consumers buying decision process does not end with the purchase of the product or service it engages itself in post-purchase process. This determines whether the buyer is satisfied with product or service bought or not. If satisfied then good word mouth will happen and vice versa. Consumers satisfaction, dissatisfaction or delightedness depends upon buyer expectations and the product or service quality perceived performance. P-2: Identify approaches and theories of buyer behavior in terms of individuals and markets The basic purpose of marketing is to affect how customers think about the organization and about its products. To affect whats, whens, and hows of the buying behavior, marketing managers should first understand the whys. Buying behavior is very hard to understand yet it is extremely important task that marketer need to perform. If a marketer can identify buying behavior of its target audience, he or she will be in a better position to target products and services at them. Buyer behavior is focused upon the needs of individuals, groups and organizations. Talking about buyer fundamentally there are two types of buyers recognized the first is the Ultimate consumers and the second one is business buyers (in this outcome markets refers to business buyers). Ultimate Consumers: Those individuals and households who buy good and services for personal consumption. Business buyer: Those firms that buy goods and services for the use in the production of their products and services or for the purpose of reselling and renting them to others at a profit. Approaches used to alter target audience buying behavior Model for Consumer behavior For companies the buying decision is the most crucial element for their entire organization. The most prominent question in the regard is that: how do consumers respond to different marketing activities that a firm might use? The first step in finding the solution to this important question can be stimulus response model of consumer buying behavior. This model suggests that marketing efforts and other stimuli enter the consumers â€Å"black box† and produce certain responses. Marketers must understand what is their in that black box. Marketing stimuli consists of four Ps and includes other major environmental forces and actors like economic, technological etc. All these inputs go in the black box, where these efforts are converted into various responses like product choice, dealer choice, purchase timing etc. The important thing that marketers need to figure out is that what is there in black box. It has twp parts first buyers characteristics influence how he or she perceives and reacts to the stimuli. Secondly the buyers decision itself affects the buyer behavior. (Kotler, Armstrong, 2008) Model for business buyers This model helps the marketers to understand that how business buyers will respond to various marketing stimuli. The marketing and the other stimuli which are carved in order to affect buyer behavior are similar to the consumer model. How ever the expected responses are little bit different which include Product or service choice, supplier choice, order quantity etc. the biggest difference between consumer and business model is the difference between the factors and people which alter and perform buying process. With in the organization purchasing those goods consists two major parts: the buying center i.e. the people who make the ultimate decision and buying process. This approach suggests four questions about business buyer behavior. What buying decisions do business buyers make? Who participates in the buying process? What are the major factors that influence buying process? How does an organization make its buying decision? (Kotler, Armstrong, 2008) Types of individual and business buying behavior situation Types of individual buying behavior situations Complex buying behavior: in this type of buying the situation the consumer is highly involved in the purchase process and there is a clear perceived different among various brands. For example if someone intends to buy an insurance policy in this case he is highly involved in the process along with having significant information about various companies. Dissonance- reducing buying behavior: when the consumer is highly involved in the purchase process but he knew very little about companies offering that particular good i.e. he cannot differentiate brands for example in Pakistan if someone intend to buy a dry cleaner in this case he or she may deeply involve in the buying but having very less information about the brands. Habitual buying behavior: this type of buying process incurs when there is low involvement of consumer and the buyer has few significant perceived differences about brands. Variety seeking buyer behavior: It occurs under the condition of low consumer involvement in the purchasing process but having significant knowledge about different brand. For example buying a cold drink. Types of Business buying behavior situations Straight re-buy: an organization buying things in a routine order without any modification. For example if a car company buys tires on routine basis without any medication. Modified re-buy: in this buying situation the buyer reorders something but along with instructions of some modification. For example if Car Company reorders tires but with some modifications lets say with good quality rubber. New-Task: when a business buys any product or service for the first time this type of buying situation is called new task. For example if a Car company diversify and buy machine for tire manufacturing. System selling: Purchasing a packaged solution to some problem for single seller as a result ignoring all the separate decision involved in a complex buying situation. This is often a key marketing strategy for availing and retaining business accounts. (Kotler, Armstrong, 2008) Theories regarding individual and business buying behavior Maslows theory of Motivation Abraham Maslows through his famous theory explained that how human beings are motivated by particular needs at particular times. He argued that all behaviors start with a need: physical needs social acceptances are examples of needs. Why does a person spend so much of money and time on personal security and on gaining social status? His answer to this is that human needs are arranged in hierarchy from the most compelling one in the start and the least compelling one at the end. These needs include physiological needs, safety needs, social needs, esteem needs and self actualization needs. An individual tires to attain such means through the most pressing (physiological needs) needs can be satisfied once one levels needs are sufficiently enough satisfied then an individual will endeavor to satisfy the next levels needs like for example any body physical and security needs should be satisfied sufficient enough in order to get telecom services as this services can be related to belongings level because many people buy this service in order to communicate. (Maslow, Blogger, 1954) Freud was psychologist he believed that people are largely unaware about the actual psychological forces shaping their behavior. He observed that people while growing up keep inside many urges which are never eliminated or under full control: they are expressed in dreams, slips of tongue etc, or some times in psychoses. His theory suggested that human beings buying decisions are influenced by subconscious motives that the purchaser may not fully understand. For example if any person buys a Mercedes might say that I have bought it because its very comfortable and make status statement. At a deeper level the actual reason might be to eliminate the feel of inferiority. (Kotler, Armstrong, 2008) P-3: Explain the factors that affect buyer behavior As explained earlier that there are two types of buyer who are the ultimate consumer and second one is business buyer here factors that influence there buying behavior is explained separately for both. Factors that affect final consumers buying behavior Consumer behavior is deeply affected by cultural, social, personal, and psychological characteristics these factors at most of the time are uncontrollable. These factors are explained in detail which is as follows: Cultural factors Culture: Culture is basic reason behind any person wants and behavior. Human beings behavior is mostly learned. As time passes our culture is becoming more materialistic which implies that people will buy more electronic and other technological goods so changing culture is a bit difficult for those firms which are not advanced technologically. Subculture: Each culture has smaller subcultures. It is basically a group of people who have same value system based on ordinary life experience and conditions. Social class: Social classes are a society‘s permanent and arranged sections whose members beliefs in common values, interests and ways of doing things. It is not determined by keeping on element in mind like income rather factors like occupation, income, education, wealth, and other variables are kept in mind. Social factors Groups: A persons way of doing things is also altered by the group to which he belongs. Group can affect firms target audience in some way or other. Reference group: Reference group for a person is that group to which he admires. It serve wither in straight (face to face) or indirect point of judgment or reference in forming a persons attitude or behavior. People most of times are influenced by reference group to which they do not belong. Family: It is the most significant consumer buying unit in a society and it has been researched widely. Marketing managers must pay a great deal of attention to the roles of consumers which deeply influence the purchase decision while buying products or services to themselves. Roles and status: A person at the same time belongs to different groups- family, organization, clubs, etc. A role consists of actions that one is suppose to execute according to environment around him or her. Very role contain a status representing the general esteem given to it by society. Personal factors Age and life cycle stage: Choices of food, clothes, etc are often age related. People change their buying habits with changes in their age. Purchasing is also influenced by the stage of the family life cycle- the stages through which families might. Occupation: An individual occupation influence the choice of goods and services bought. Economic situation: A persons buying pattern is affected by economic situation in a very significant manner. For example economy of Pakistan is in a worst shape so people will have less money to spend which they will buy products or services too so this factor is really important for firms. Life styles: life style is a person way of living presented in this or her psychographics. Individuals which belong to same culture, subculture, social class and occupation may have different life style. Life style portrays something more than on persons social class or personality. Personality and self concept: Personality means the distinct psychological attributes that lead to comparatively consistent and lasting responses to ones own world. Each person distinct personality put and effect on his or her buying pattern. It is usually described in term traits like self confidence, autonomy, adaptability and aggressiveness. Many marketers utilize a notion related to personality i.e. â€Å"self concept†. The idea which self concept convey is that people possessions contribute to and reflect their identities; that is we are what we have. Hence to understand your target audience psyche first you must understand the relationship between self concept and possessions. Psychological factors Motivation: Human beings at the same time have many needs. Some are biological such as hunger, thirst or discomfort others are physiological, arising from the need of recognition, esteem, or belonging. A need transformed into a motive when its deficiency is experienced up to an intense level thus compelling a person to satisfy it. Two famous theory regarding motivation were proposed by Sigmund friend and Abraham Maslow. Perception: It is the procedure by which human being select, organize, and interpret information to form meaningful picture of the world. If for example people perceive a firm as a good company so more and more people will buy its products or services as its existing customers will suggest it to others. Learning: When people take action they learn. Learning is basically changes in the individuals behavior as a consequence of experience. It incurs when on interacts with stimuli, cues, responses and reinforcement. When one buy firms products or services and or respond to its advertisements and if he/she found the sayings of firm correct so consumers will learn about its products and services in a positive manner and vice versa. Beliefs and attitude: A belief is an expressive thought that a person has about something. It may be based upon real knowledge, opinion, or faith and it also may or may not have an emotional factor. It is of great importance to any firm marketers because it shapes its brand image that alters purchasing decision. Attitudes are comparatively consistent evaluations, feeling, and tendencies toward object or idea. It structures people liking and disliking patterns. Changing someone attitudes is a very hard task to perform. P-4: Evaluate the relationship between brand loyalty, corporate image, and repeat purchase Before explaining the relationship between these three elements first its definition one should understand its definitions. Brand loyalty: brands that consumer generally buy from the same manufacturer repeatedly over time rather that buying it from multiple suppliers within the category. It also refers to the degree to which consumers consistently purchase the same brand within the product class. (12manage) Corporate image: The perceptions and impressions of an organization by the public as a result of interaction with the organization and the way the organization presents itself. Organizations have traditionally focused on the design of communication and advertising materials, using logos, symbols, text, and color to create a favorable impression on target groups, but a variety of additional activities contribute to a positive corporate image these include PR programs. (CBS Interactive Business Network) Positioning (the way the consumer perceive you or in simple words corporate image) of a company is affected by Performance of an organization Features of products or services Shape of firms offering Distribution channel used Location of a company offices and outlets Countries of origin i.e. the country where organizations headquarter are located. For example France is famous for perfumes so some company office is there so it is obvious that people will perceive it in a positive manner. This factor has been discussed deeply by famous Harvard professor Michael E Porter in his book â€Å"Competitive Advantage of Nations†. A company that mismanages or ignores its image is likely to encounter a variety of problems. Reputation problems grow like weed in a garden, Davis Young wrote in his book â€Å"Building Your Companys Good Name. Four types of positioning error can occur Under positioning: in this condition firm is not able to portray full benefits of its offerings. Over Positioning: in such status quo company narrow its image in the mind of consumers. Confused Positioning: consumers are confused that what does this company really offers and to whom. Doubtful Positioning: in this situation buyers are skeptical that whether whatever the company is saying is true or not. Repeat purchase: This term is referred to the notion when customer buys the same brand purchased by him on the previous occasion; also called repurchase. Brand loyalty can be calculated by a pattern of repeat purchases. For retaining (repeat purchasing) so that consumers buy your product again and again the business should produce better product then their competitors. P-5: Review and evaluate different type of market research techniques? Marketing research is a systematic design of collection, analysis and reporting of data in order to improve management decision by providing relevant, accurate, and timely (RAT) information. (Aaker, Kumar and Day, 2005 p.no.1) Marketing researchers employ different kinds of research techniques in order to meet their research objective. The following are different kinds of marketing research techniques which are discussed and evaluated in detail below: Qualitative marketing research techniques Observational marketing research technique Different surveys techniques (Quantitative methods) Experimentation Qualitative marketing research techniques: These methods are less structures and more flexible. Data gathered from these kind of marketing research techniques is very rich and deep because of the longer and flexible relationship with the respondents which implies more chances of new insights and perspectives. There are three main areas where these techniques can be employed. Exploratory: defining the problem, suggesting hypothesis etc. Orientation: learning more about consumer real motives; the way the think. Clinical: having and insight in to such issues that otherwise is might not be possible to know with structured research methods. So for the following qualitative marketing research techniques have been identified and employed by researchers. Individual in-depth interviews Focus group session Projective techniques Individual in-depth interviews: These types of interviews are employed by having a face to face contact with the respondents in which an issue is discussed in great details. There are two basic types of individual in depth interviews which are nondirective and semi structured. In nondirective interviews the interviewee is given full freedom to respond within the limits of issue under discussion, such sessions are one to two hour long. In semi structured interviews the researcher attempt to explore only those area which are on his list. The time and exact wording are pre decided for each question to be discussed. Advantages Studies can be conducted in remote area through telephone in depth interview. Data gathered is rich and deep because of the time consumed. Focus on research issue. More value: it helps the researcher to find unconscious motivational factors. Semi structured interviews are very flexible to interview busy executive because time and wording is pre decided. Disadvantages Time consuming because most of time these sessions are conducted for 1 to 2 hours. Difficulty regarding record keeping most of people especially executives dont like tape recorders. As very few people are considered for the research so it means a poor representative of the whole population This type of techniques requires very skilled researcher which might become a problem in some situations. Focus group sessions: It is the process of attaining possible idea or solutions to a marketing issue from a group of people by discussing it. The basic elements which makes a focus group session successful or flop is group interaction on a chain of topics introduced by a moderator. The group included consists of five to nine members who are encouraged to express their opinion on the issue, and to further explain or react with the views of other respondents. The main aim is similar to unstructured interview but the moderator plays a more inactive role in the discussion. Advantages It provides more encouragement than an in depth interview which results in new perspectives. People speak out in these sessions because of a sense of security by being in a crowd (group behavior). More depth: as it names explains that these session are focused on one issue which means more value and deepness in the data. Sparking: some time one person views sparks a new idea in another respondents mind which is unlikely to happen in depth interviews. Disadvantages Time consuming: as these sessions are conducted for 2 to 3 hours. Again the respondents selected might not a better representation of the population. Poorly conducted session leads towards wrong results which mean waste of time and money Its cost is very high. Analysis and interpretation of the data collected is very complex because of dispersion in the respondents opinions. Projective techniques: This technique is employed by presenting an ambiguous, unstructured object, activity, or person that a respondent is asked to explain. Respondents involvement is directly proportional to level of ambiguity which will result in hidden motives and feeling. This technique become a part of whole research design when it is expected that a populations sample will not or cannot respond expressively to a direct questions about the reason for certain behavior and about the motives behind buying certain products. It has different kinds for example word association, picture interpretation, case studies etc. Advantages It is used by researchers where other techniques cannot be used to obtain the research objective i.e. it helps to identify hidden consumer motives. By using this technique a marketer can identify opportunities for really new functions in any product category. The word association technique has been very useful for obtaining responses to potential brand names. Strong control on research information as it is a simulation test so it wholly depends upon the researcher that where he want to take the research. Disadvantages Very difficult to employ because of its complexities and skill requirement for the researcher. It might be very hard find the right persons for these tests. It might not be possible to employ this research method in some parts of the world because of the technology requirement for these tests. Idea taken from (Aaker, Kumar and Day, marketing research, 2005) Observational marketing research technique: Observational research or field research is research technique that involves the direct observation of people in their natural setting. There are many types of observational methods which have been identified and implemented by researchers. These methods have yielded very good results. Some organization believe very much in observational methods for example Swedish home appliances maker Electrolux. These techniques are widely used in retail store audits, shelf space audit etc. its different kinds are direct observation, contrived observation, Content analysis, Physical trace methods, etc. These methods are limited to providing information on current behavior. Due to this strong argument many researchers do not use these methods. However there are some strong reasons that why observational research should be used in overall research design. Some of the reasons are as follow; Causal observation is an important exploratory research technique. Organization managers constantly observe factors such as competitive prices and advertising activities the length of lines of buyer waiting to buy products of that particular company and read trade journal in order identify threats and opportunities. Systematic observation can be fruitful addition to other research methods. For example during a personal interview if a researcher observe the respondents race, his neighborhood, and other conditions under which he lives so it this data can supplement his analysis . It can be some time the most effect way to check the effectiveness of some activities. For example it can help a researcher to observe in store traffic pattern, check the effectiveness of in store advertising etc. Advantages It is probably the less expensive if compared with other research methods. The data achieved through this method is most accurate because the consumers is un-aware that he is been observed so every action is original. Some time the observation is the only method that can employed. This is the case with infant children they are not able to clearly identify their choices so observing them is the only choice. Physical trace method tough used very rarely is also sometimes the only option left. For example if someone want to measure the amount of Alcohol consumed in Peshawar so it can only measured by counting the bottles in carbides because officially Alcohol is not allowed for sale in Peshawar. Disadvantages Observational methods only observe current behavior they cannot observe human motives, attitudes, or indentations. It may be sometimes very costly and time consuming if there is a sample problems of the research is supposed to highly subjective. It cannot be used to study cognitive or affective variables. Idea taken from (Aaker, Kumar and Day, marketing research, 2005) Different surveys techniques (Quantitative methods): Following are the different kinds of survey techniques Personal interviewing Telephone interviewing Mail surveys Web surveys Personal interviewing: It is characterized by the interaction of the four elements the researchers, the interviewers, the interviewee and the interview environment. While a personal interview the interviewer interact with interviewee and at the same time affect on another in an interview environment. Door to door interviews, executives interviews, Mall intercept surveys; self- administrated questionnaires, etc are the types of this kind of techniques. Advantages Interest can created in the start through face to face interaction with respondents which will increase the participation rate. This mode of research can very useful when respondents are asked complex questions. This problem can be eliminated by showing him pictorial aids. It is the most feasible option when large amount of data is required and the questionnaires contain complex questions. This type of method has got more flexibility. Some questions can be skipped by the researcher in order to save time if needed. Disadvantages Personal interviews are time consuming. It cost a lot as it is administrated for large samples. Because of time and cost expenditures per person it cost more than mail or telephone surveys. Telephone interviewing: It is generally more like personal interviewing expect some elements are unique. Its process includes selecting the telephone numbers, the call outcomes, the introduction, when to call and call reports. This is gradually becoming the widespread method for obtaining information from large sample. Advantages It has got more operational flexibility as it can administrated from central place in appropriate hours or from the examiner home. It less time consuming as more interviews can be conducted in less time. Time can be better utilized for example if the survey is based on teenagers so one can call on that time on which they are expected to be at home. It is more efficient than other metho

Essay --

The question today’s society is facing is marijuana. Should marijuana remain illegal or become legalized in the United States of America. Marijuana is a dry shredded mix of flowers, stems, seeds and leaves of the hemp plant called Cannabis sativa. People usually smoke it as a cigarette or in a pipe. Marijuana is the most commonly abused illegal drug in the United States. Abusing marijuana can cause problems with memory, learning, and social behavior. Although marijuana has negative side effects it also has medicinal properties that help aid people with needs. First there is some terminology you should know. Marijuana legalization is laws or policies that make the possession and use of marijuana legal under state law. Marijuana decriminalization are laws or policies adopted in a number of state and local jurisdictions which reduce the penalties for possession and use of small amounts of marijuana from criminal sanctions to fines or civil penalties. Medical marijuana are state laws which allow an individual to defend him or herself against criminal charges of marijuana possession if the defendant can prove a medical need for marijuana under state law. There are 7 strains of marijuana; dried flower; kief; hashish; tincture; hash oil; infusion; pipe resin. Dried flower generally refers to the dried flowers and leaves of the female marijuana plant. This dried flower strain of marijuana is the most widely consumed form which contains 3%-22% THC. Cannabis varieties used to produce industrial hemp has less than 1% of THC. All other strains of marijuana come from this dried flower state. The second strain of marijuana is kief, which is a powder and can be sifted from leaves and flowers of the marijuana plant. This strain can then be comp... ...heir crop to protect the marijuana from wood Marijuana 5 rats. Now this may not seem like it affects the environment because most people think of the air, carbon footprints, and emissions however this could affect animals, which are indeed apart of the environment. Every organism on Earth plays an important role in the ecosystem. In recent Alaska news petitioners are currently gathering signatures all over the state in order to reach the requirements to initiate for the August 2014 primary election ballot that will make possession of marijuana level for adults and regulate it’s cultivation and sale in manners similar to alcohol. As of December 1, 2013 they have gathered a total of 40,886 gross signatures, which leaves them another 4,114 signatures left to reach the requirements to make initiative towards making the possession of marijuana on the ballot. (mpp.org)

Bob Ewell Character Analysis Essay Essay

To Kill A Mockingbird by Harper Lee emphasizes the horrors of prejudice that allows one man to destroy another based solely on skin color. Lee portrays Bob Ewell as an embodiment of racial hatred and lack of moral integrity. The story takes place in a small southern town where prejudice is a way of life. When faced with the possibility of his daughter wanting a black man, Ewell beats her out of enmity towards the black race and blames the man for Ewell’s own actions. Bob Ewell suffers no guilt for the lies he spreads due to his abusive behavior, unprincipled mindset and prejudiced outlook. Bob Ewell’s behavior is characterized best when Miss Stephanie explains â€Å"this morning Mr. Bob Ewell stopped Atticus on the post office corner, spat in his face, and told him he’d get him if it took the rest of his life’. Ewell’s initial reaction to seeing Atticus is to disrespect him and spit on him. This reflects deeply on his character, as it shows that he is probably abusive and disrespectful to everyone no matter what their background is. Fischler 2 Ewell lived without a conscience and made immoral decisions without a hint of guilt. Ewell demonstrates his unscrupulous mindset when he attempts to kill Atticus’ children* to get revenge on Atticus for defending a black man, even though Ewell won the trial. Of every one of Ewell’s malevolent traits, his prejudice is his most predominant. Ewell clearly states his racism when he says â€Å"He stood up and pointed his finger at Tom Robinson. ‘I seen that black negro yonder ruttin’ on my Mayella!'† He refers to Tom as an animal by using the term â€Å"ruttin’† and uses vulgar language to further show his disgust in people different than him. In the story, Bob Ewell gets a man sentenced to prison/death not because of his wrongdoings, but because of his ethnicity. I believe this morally wrong and that being able to show your hatred publicly and acting on it should be stopped at all costs. This book is a prime example of why.

Why were the major cities of Britain bombed by the Germans in 1940-41?

The Blitz (shortened from the German word Blitzkrieg meaning lightning war) was a period of time when Germany carried out air raids on major cities in Britain. The main reason for the Blitz was that Hitler wanted to invade. The Blitz began on the 7th September 1940 with London being the first city attacked. London was bombed for 56 consecutive nights after that. This was because London is a densely populated area & the Germans knew that it would cause destruction & upset on a huge scale. In particular the bombers focused on the East End as it was home to docks and factories. Other places in London were also hit such as Buckingham Palace and St Paul's Cathedral. This would have made some people very distraught as these buildings were part of Britain's history and what had been destroyed of them could not be replaced. As well as London, towns in the south of England such as Southampton, Bristol and Portsmouth were targeted and attacked because of their dockyards. Without docks England would be unable to send or receive anything in ships overseas. This would have caused havoc with the economy, as vital resources would have been restricted. Hitler also set out for infrastructure and factories to be bombed because if roads, railways, buildings and factories had been ruined. Britain's industry would suffer immensely. Materials to make weapons and military vehicles would be scarce and s this would have a knock- on effect on Britain's progress in the war. Although a large number of cities by the coast were hit, the Midlands were also devastated, particularly Coventry in November 1940. In the North West, Manchester was attacked heavily in December 1940, but it was Liverpool that was the victim of the biggest raid on a mainland city. In conjunction with buildings being destroyed, Hitler also wanted the morale of the British to be shattered. In September alone, over 40,000 people a week lost their homes, their heritage and their memories. 4500 people were killed in November and just in London 12,500 people dies in December. Hitler wanted to crush the British drive so much that they would give up entirely and surrender. As an extract from Goebbels diary on the 1st November 1940 reads, ‘The Fuhrer intends to keep hammering the British until they break'. The British civilians lived in fear that their towns would be bombed. At night the blackouts were put in place. Indoor lights, streetlights and headlights had to be off or covered so they could not be seen from above. This would make it more difficult for the planes overhead to locate their target. At the worst, people had to resort to living in the underground railways which were packed and which were filthy. Another place people took shelter was churches as a first aider on the 14th September 1940 said, ‘ People felt that nowhere would be safer than under the protection of the church. Hitler though that if the unemployed, homeless, withered people of Britain lost their spirit and faith in the Government, then they would turn there back on the British war effort and so Germany would win.