Resume Marketing Management, 14th Edition – Kotler & Keller

KOTLER RESUME Marketing Management Philip Kotler – Kevin Lane Keller SUMMARY PART 1 Understanding Marketing Management4 Defining Marketing for the 21st Century4 Developing Marketing Strategies and Plans5 PART 2 Capturing Marketing Insights13 Collecting Information and Forecasting Demand13 Conducting Marketing Research16 PART 3 Connecting with Customers18 Creating Long-term Loyalty Relationships18 Analyzing Consumer Markets21 Analyzing Business Markets25 Identifying Market Segments and targets28 PART 4 Building Strong Brands31 Creating Brand Equity31 Crafting the Brand Positioning34Competitive Dynamics36 PART 5 Shaping the Market Offerings39 Setting Product Strategy39 Designing and Managing Services41 Developing Pricing Strategies and Programs46 PART 6 Delivering Value53 Designing and Managing Integrated Marketing Channels53 Managing Retailing, Wholesaling, and Logistics58 PART 7 Communicating Value60 Designing and Managing Integrated Marketing Communications60 Managing Mass Co mmunications : Advertising, Sales Promotions, Events and Experiences, and Public Relations63 Managing Personal Communications : Direct and interactive Marketing, Word of Mouth, and Personal Selling68PART 8 Creating Successful Long-term Growth72 Introducing New Market Offerings72 Tapping into Global Offerings86 Managing a Holistic Marketing Organization for the Long Run93 PART1: UNDERSTANTING MARKETING AND MANAGEMENT CHAPTER 1: DEFINITNG MARKETING FOR THE 21st CENTURY THE IMPORTANCE OF MARKETING Marketing is a significant dimension of any business in today’s highly competitive environment and financial success is often dependent on marketing ability. Marketing is crucial for business success. THE SCOPE OF MARKETING Marketing is about identifying and meeting human and social needs.One of the shortest definitions of marketing is the process of meeting needs profitably. Marketing management is the art and the science of choosing target markets and getting, keeping and increasing customers though creating, managing, communicating and delivering superior customer value. UNDERSTANDING MARKETS Marketing can be used for: Services, products, services and products, events, experiences, people, places ideas Marketing managers seek to influence the level, timing, and composition of demand to meet the organization’s objectives. Eight states of market demand are possible: Full demand: consumers buy all services or products brought to market. – Overfull demand: there are more consumers demanding the service or product than can be satisfied. – Irregular demand: consumer purchases vary on a seasonal, monthly, weekly†¦ – Declining demand: consumers begin to buy services or products less frequently or not all. – Negative demand: consumers dislike the service or product and may even pay a price to avoid it. – Nonexistent demand: consumers may be unaware of or uninterested in the product or service. – Latent demand: consu mers may share a strong need that cannot be satisfied by an existing product or service. Unwholesome demand: consumers may be attracted to services or products that have undesirable social consequences. In each case, marketers must identify the underlying causes of the demand state then determine a plan of action to shift the demand to a more desirable state. HOW IS MARKETING PRACTICED? Marketing practice can be viewed in many perspectives. The traditional view is the KOTLERIAN marketing management view of managing the marketing mix after selecting target market and positioning. TRANSACTIONAL, RELATION AND SERVICE MARKETINGTransaction marketing is defined as attracting and satisfying potential buyers by managing the elements in the marketing mix. Interaction marketing: implies face to face interaction between individuals. Network marketing is with the consumers but occurs across and among organization. The concept was developed by the Nordic school from northern Europe and developme nts from the USA. Relationship marketing in its simplest form is a progression from the dominant and often criticized the 4 P focus. The relational is focus on building long-term relationships with consumers CHAPTER 2 : DEVELOPING MARKETING, STRATEGIES AND PLANMarketing is about satisfying consumers' needs and wants. The task of any business is to deliver customer value at a profit. I. The value Delivery Process The traditional view of marketing is that the firm makes something and then sells it. Companies that subscribe to this view have the best chance of succeeding in economies marked by goods shortages where consumers are not fussy about quality, features, or style-for example, basic staple goods in developing markets. There, the â€Å"mass market† is actually splintering into numerous micro markets, each with its own wants, perceptions, preferences, and buying criteria.The smart competitor must design and deliver offerings for well-defined target markets. II. The value C hain Michael Porter of Harvard has proposed the value chain as a tool for identifying ways to create more customer value. According to this model, every firm is a synthesis of activities performed to design, produce, and market, deliver, and support its product. The value chain identifies nine strategically relevant activities-five primary and four support activities-that create value and cost in a specific business. He firm's infrastructure covers the costs of general management, planning, finance, accounting, legal, and government affairs.The firm's task is to examine its costs and performance in each value-creating activity and to look for ways to improve it. Managers should estimate their competitors' costs and performances as benchmarks against which to compare their own costs and performance. The firm's success depends not only on how well each department performs its work, but also on how well the company coordinates departmental activities to conduct core business processes. †¢ The market-sensing process. †¢ The new-offering realization process. †¢ The customer acquisition process. †¢ The customer relationship management process. The fulfilment management process. To be successful, a firm also needs to look for competitive advantages beyond its own operations, into the value chains of suppliers, distributors, and customers. III. Core competencies Many companies today outsource less-critical resources if they can obtain better quality or lower cost. The key, is to own and nurture the resources and competencies that make up the essence of the business. A core competency has three characteristics: 1. It is a source of competitive advantage in that it makes a significant contribution to perceived customer benefits. 2.It has applications in a wide variety of markets. 3. It is difficult for competitors to imitate. Business realignment may be necessary to maximize core competencies. It has three steps: 1. Defining the business concept or à ¢â‚¬Å"big idea† 2. Shaping the business scope 3. Positioning the company's brand identity. IV. A holistic marketing Orientation and Customer Value A holistic marketing orientation can also help capture customer value. The holistic marketing framework is designed to address three key management questions: 1. Value exploration- How can a company identify new value opportunities? 2.Value creation- How can a company efficiently create more promising new value offerings? 3. Value delivery—–How can a company use its capabilities and infrastructure to deliver the new value offerings more efficiently? A. Value exploration Understanding the relationships among three spaces: – The customer's cognitive space – The company's competence space – The collaborator's resource space. B. Value Creation To create new customer benefits, marketers must understand what the customer thinks about, wants, does, and worries about and observe whom customers admire and i nteract with, and who influences them.C. Value Delivery The company must become proficient at customer relationship management, internal resource management, and business partnership management. Customer relationship management allows the company to discover whom its customers are, how they behave, and what they need or want. V. The central role of the strategic planning Successful marketing thus requires companies to have capabilities such as understanding customer value, creating customer value, delivering customer value, capturing customer value, and sustaining customer value.To ensure that they select and execute the right activities, marketers must give priority to strategic planning in three key areas: managing a company's businesses as an investment portfolio, assessing each business's strength by considering the market's growth rate and the company's position and fit in that market, and establishing a strategy. For each business, the company must develop a game plan for achi eving its long-run objectives. The marketing plan is the central instrument for directing and coordinating the marketing effort. The marketing plan operates at two levels: strategic and tactical.All corporate headquarters undertake four planning activities 1. Defining the corporate mission 2. Establishing strategic business units 3. Assigning resources to each SBD 4. Assessing growth opportunities I. Defining the corporate mission To define its mission, a company should address Peter Drucker's classic questions:What is our business? Who is the customer? What is of value to the customer? What will our business be? What should our business be? These simple-sounding questions are among the most difficult a company will ever have to answer.The good mission statements have five major characteristics. First, they focus on a limited number of goals. †¢ Industry. Some companies will operate in only one industry; some only in a set of related industries; some only in industrial goods, c onsumer goods, or services; and some in any industry. †¢ Products and applications. Firms define the range of products and applications they will supply. †¢ Competence. The firm identifies the range of technological and other core competencies it will master and leverage. †¢ Market segment. The type of market or customers a company will serve is the market segment. Vertical. The vertical sphere is the number of channel levels, from raw material to final product and distribution, in which a company will participate. †¢ Geographical. The range of regions, countries, or country groups in which a company will operate defines its geographical sphere. II. Establishing Strategic Business Units Large companies normally manage quite different businesses, each requiring its own strategy. General Electric has classified its businesses into 49 strategic business units, SBlls. An SBU has three characteristics: 1.It is a single business, or a collection of related businesses, that can be planned separately from the rest of the company. 2. It has its own set of competitors. 3. It has a manager responsible for strategic planning and profit performance, who controls most of the factors affecting profit. III. Assigning Resources to Each SBU Once it has defined SBUs, management must decide how to allocate corporate resources to each. Management would want to grow, â€Å"harvest† or draw cash from, or hold on to the business. IV. Assessing growth Opportunities A. Intensive GrowthCorporate management's first course of action should be are view of opportunities for improving existing businesses. B. Integrative Growth A business can increase sales and profits through backward, for- ward, or horizontal integration within its industry. Media companies have long reaped the benefits of integrative growth. C. Diversification Growth Diversification growth makes sense when good opportunities exist outside the present businesses-the industry is highly attractive a nd the company has the right mix of business strengths to be successful. D. Downsizing and Divesting Older BusinessesWeak businesses require a disproportionate amount of managerial attention. Companies must carefully prune, harvest, or divest tired old businesses in order to release needed resources to other uses and reduce costs. VI. Organization and Organizational Culture Five key strategies for managing change in an organization: 1. Avoid the innovation title-Pick 2. Use the buddy system-Find 3. Set the metrics in advance- 4. Aim for quick hits first- 5. Get data to back up your gut-Use testing to get feedback and improve an idea The Business Unit Strategic Planning I. The Business MissionEach business unit needs to define its specific mission within the broader company mission. Therefore, a television-studio-lighting-equipment company might define its mission as, â€Å"To target major television studios and become their vendor of choice for lighting technologies that represent the most advanced and reliable studio lighting arrangements. † II. SWOT ANALYSIS The overall evaluation of a company's strengths, weaknesses, opportunities, and threats is called SWOT analysis. It's a way of monitoring the external and internal marketing environment. A. External Environment (opportunity and threat) AnalysisThe business unit should set up a marketing intelligence system to track trends and important developments and any related opportunities and threats. Good marketing is the art of finding, developing, and profiting from these opportunities. A marketing opportunity is an area of buyer need and interest that a company has a high probability of profitably satisfying. Opportunities can take many forms, and marketers need to be good at spotting them. To evaluate opportunities, companies can use market opportunity analysis (MOA) to determine their attractiveness and probability of success by asking questions like: To articulate the benefits convincingly to a define d target market(s)? – To locate the target market(s) and reach them with cost-effective media and trade channels? – To possess or have access to the critical capabilities and resources we need to deliver the customer benefits? – To deliver the benefits better than any actual or potential competitors? 5. To rate of return meet or exceed our required threshold for investment? B. Internal Environment (strengths and weaknesses) It's one thing to find attractive opportunities, and another to be able to take advantage of them.Each business needs to evaluate its internal strengths and weaknesses. C. Goal Formulation This stage of the process is called goal formulation. Goals are objectives that are specific with respect to magnitude and time. The unit's objectives must meet four criteria: 1. They must be arranged hierarchically, from the most to the least important. 2. Objectives should be quantitative whenever possible. 3. Goals should be realistic. Goals should arise from an analysis of the business unit's opportunities and strengths, not from wishful thinking. 4. Objectives must be consistent.It's not possible to maximize sales and profits simultaneously. III. Strategic Formulation A. Porter Generic Strategies – Overall cost leadership. Firms pursuing this strategy work hard to achieve the lowest production and distribution costs so they can price lower than their competitors and win a large market share. – Differentiation. The business concentrates on uniquely achieving superior performance in an important customer benefit area valued by a large part of the market. – Focus. The business focuses on one or more narrow market segments. B. Strategic Alliances Product or service alliances-One company licenses another to produce its product, or two companies jointly market their complementary products or a new product. – Promotional alliances One company agrees to carry a promotion for another company's product or servic e. – Logistics alliances One company offers logistical services for another company's product. – Pricing collaborations One or more companies join in a special pricing collaboration. Hotel and rental car companies often offer mutual price discounts. D. Program Formulation and ImplantationThe unit has decided to attain technological leadership, it must plan programs to strengthen its R department, gather technological intelligence, develop leading-edge products, train the technical sales force, and develop ads to communicate its technological leadership. Businesses are also increasingly recognizing that unless they nurture other stake- holders-customers, employees, suppliers, distributors-they may never earn sufficient profits for the stockholders. E. Feedback and Control The company has to point out that it is more important to â€Å"do the right thing†-to be effective-than â€Å"to do things right†-to be efficient.The most successful companies excel at b oth. Product Planning: The Nature and Contents of a Marketing Plan What, does a marketing plan look like? What does it contain? – Executive summary and table of contents. The marketing plan should open with a brief of the main goals and recommendations. A table of con- tents outlines the rest of the plan and all the supporting rationale and operational detail. – Situation analysis. This section presents relevant background data on sales, costs, the market, competitors, and the various forces in the macro environment.How do we define the market, how big is it, and how fast is it growing? What are the relevant trends? What is the product offering and what critical issues do we face? Firms will use all this information to carry out a SWOT (strengths, weaknesses, opportunities, threats) analysis. – Marketing strategy . Here the product manager defines the mission, marketing and financial objectives, and groups and needs that the market offerings are intended to sati sfy. The manager then establishes the product line's competitive positioning, which will inform the â€Å"game plan† to accomplish the plan's objectives.All this requires inputs from other areas, such as purchasing, manufacturing, sales, finance, and human resources. – Financial projections. Financial projections include a sales forecast, an expense fore- cast, and a break-even analysis. On the revenue side, the projections show the forecasted sales volume by month and product category. On the expense side, they show the expected costs of marketing, broken down into finer categories. The break-even analysis shows how many units the firm must sell monthly to offset its monthly fixed costs and average per-unit variable costs. – Implementation controls.The last section of the marketing plan outlines the controls for monitoring and adjusting implementation of the plan. Typically, it spells out the goals and budget for each month or qU31ter, so management can review each period's results and take corrective action as needed. PART 3 : CAPTURING MARKETING INSIGHTS CHAPTER 3 : COLLECTING INFORMATION AND FORECASTING DEMAND Three developments make the need for marketing information greater now than at any time in the past: – Rise of global marketing – New emphasis on buyers’ wants, preferences and behaviour – Trend toward non price competitionTo carry out their analysis, planning, implementation, and control responsibilities, marketing managers need a Marketing Information System (MIS). The MIS’s role is to assess the managers’ information needs, develop the needed information, and distribute that information in a timely manner. It is really easiest and effective with this method to collect information of various countries as it gives: – Quick information – Competitive advantage – Guides the marketing decision It relies on internal company records, marketing intelligence activities & res earch. INTERNAL RECORDS & MARKETING INTELLIGENCESpot important opportunities & problems THE ORDER-TO-PAYMENT CYCLE = the heart of the internal records system Favored firms are those which can promise timely delivery so they have to improve: o Speed o Accuracy o Efficiency This will save costs as well and it is the MIS role! SALES INFORMATION SYSTEMS Reports on current sales are indispensable for marketing managers. Inventory data warehouse is a great tool to capture all important data This will help to be aware of every kind of situation and manage it! Cookies are also a useful tool to provide information to companies.Technological gadgets are revolutionizing sales information systems but sales dta must be carefully interpret. DATABASES, DATA WAREHOUSING, AND DATA MINING Databases are essential to companies to organize their information. This is used in several areas for different information: customer, product, sales person†¦ Advantages: Save mailing expenses Help and make eas y access to decision makers Can be used for statistical methods for usefukl information Managers can yield still deeper insights using its own in-house technology THE MARKETING INTELLIGENCE SYSTEMIt is a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the marketing environment. It can also be called HAPPENINGS DATA. Several steps can be taken by companies to improve the quality of its marketing intelligence: – Train & motivate the sales force to spot and report new development – Motivate distributors, retailers, and other intermediaries to pass along important intelligence – Network externally: giving an immediate competitive advantage – Set up customer advisory panel – Take advantage of government data resources Purchase information from outside suppliers: lower costs – Use online customer feedback systems to collect competitive intelligence Competitive intelligence function work s bests when intelligence operations collaborate closely with key users in the decision-making process! Needs and Trends A trend is a direction or sequence of events that have some momentum and durability. We can draw distinctions among fads, trends, and megatrends. Trends are more predictable and durable. A trend reveals the shape of the future. Trends and megatrends merit marketers’ close attention.Identifying the Major Force In the economical arena, companies and consumers are increasingly affected by global forces. Substantial speedup of international transportation, communication, and financial transactions, leading to the rapid growth trade and investment, especially tripolar trade. – The rising economic power of several Asian countries in world markets. – The rise of trade blocs such as the European Union and the NAFTA signatories. – The severe debt problems of a numbers of countries, along with the increasing fragility of the international financi al system.Successful companies realize that the marketing environment presents a neverending series of opportunities and threats. The major responsibility for identifying significant changes in the macroenvironment falls to a company’s marketers. More than any other group in the company, marketing managers must be the trend trackers and opportunity seekers. 1. Within the rapidly changing global picture, marketers must monitor six major environmental forces: demographic, economic, natural, technological, political-legal, and social-cultural. 2.In the demographic environment, marketers must be aware of worldwide population growth; changing mixes of age, ethnic composition, and educational levels; the rise of non traditional families; large geographic shifts in population; and the move to micromarketing and away from mass marketing. 3. In the economic arena, marketers need to focus on income distribution and levels of savings, debt, and credit availability. 4. In the social-cult ural arena, marketers must understand people’s views of themselves, others, organizations, society, nature, and the universe.They must market products that correspond to society’s core and secondary values, and address the needs of different subcultures within a society. 5. In the natural environment, marketers need to be aware of raw-materials shortages, increased energy costs and pollution levels, and the changing role of governments in environmental protection. 6. In the technological arena, marketers should take account of the accelerating pace of technological change, opportunities for innovation, varying R&D budgets, and the increased governmental regulation brought about by technological change. . In the political-legal environment, marketers must work within the many laws regulating business practices and with various special-interest groups. CHAPTER 4 : CONDUCTING MARKETING RESEARCH The components of a modern marketing information system A marketing informatio n system (MIS): consists of people, equipment, and procedures to gather, short, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers. Internal Records System It is the most basic information system used by marketing managers. (Sales, prices, inventory levels†¦)The order-to-payment cycle Sales reporting system MARKETING INTELLIGENCE SYSTEM Is a set of procedures and sources used by managers to obtain their everyday information about pertinent developments in the marketing environment? MARKETING RESEARCH SYSTEM Are the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company? SUPPLIERS OF MARKETING RESEARCH Many ways: engaging students or professors to design and carry out marketing research projects; using online information services; checking out rivals.THE MARKETING RESEARCH PROCESS Step 1 : Define the problem and research objectives Step 2 : devel oping the research plan. Decisions on the data sources, research approaches, research instruments, sampling plan, and contact methods Step 3 : Collect the information. The data collection phase of marketing research is the most expensive and the most prone to error. Step 4 : Analyze the information. Extract pertinent findings from the collected data. Step 5 : Present the findings. Major findings are pertinent to the major marketing decisions facing management.MARKETING DECISION SUPPORT SYSTEM Is a coordinated collection of data, systems, tools and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action? FORECASTING AND DEMAND MEASUREMENT †¢ A VOCABULARY FOR DEMAND MEASUREMENT Market demand Market demand for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period i n a defined marketing environment under a defined marketing program.Market potential Is the limit approached by market demand as industry marketing expenditures approach infinity, for a given environment? Company demand Is the company’s estimated share of market demand at alternative levels of company marketing effort? Forecast Is the expected level of company sales based on a chosen marketing plan and an assumed marketing environment? A sales quota Is the sales goal set for a product line, company division, or sales representative? It is primarily a managerial device for defining and stimulating sales effort. A sales budgetIs a conservative estimate of the expected volume of sales and is used primarily for making current purchasing, production, and cash-flow decisions. Company sales potential ESTIMATING CURRENT DEMAND Total market potential Area market potential †¢Market-build-up method †¢Multiple-factor index method 3. Industry sales and market shares Estimating i ndustry sales and market shares (Identifying competitors and estimating their sales ESTIMATING FUTURE DEMAND Survey of buyers’ intentions Composite of sales force opinions Expert opinion Market test method PART 3 : CONNECTING WITH CUSTOMERS CHAP 5 CREATING LONG TERM LOYALTY RELATIONSHIPSBuilding customer value, satisfaction and loyalty Customer-perceived value (CPV) is the difference between the entire perceived customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives. Applying value concepts The customer value analysis reveals the company’s strengths and weaknesses relative to those of various competitors. Delivering high customer value Loyalty is a deeply held commitment to rebuy a preferred product and service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.The value proposition consists of the whole cluster of benefits the company promises to deliver. The value delivery system includes all the experiences the customer will have on the way to obtaining and using the offering. Total customer satisfaction Satisfaction is the difference between expectations and the product’s perceived performance. Product and service quality Quality is the totality of features and characteristics of a product or service which satisfy explicit or implicit needs. Maximizing customer lifetime value Customer profitabilityA profitable customer is a person, household or company that revenues are higher than the company’s costs for attracting, selling and servicing that customer. But it is a very difficult task, even for banks. Customer profitability analysis is an accounting study which estimates all revenue coming from a customer less all costs (distribution, phone calls, traveling to meet the client, gifts). Measuring customer life time value Customer lifetime value estimates future profits over customer’s lifetime purchases . You can find it p. 172. Cultivating customer relationshipsCustomer relationship management (CMR) Customer relationship management is the process of carefully managing detailed information about individual customers and all customer â€Å"touch points†to maximize customer loyalty. A touch point is any occasion on which a customer meets a brand and a product. One-to-one marketing Identify your prospects and customers, don’t go after everyone. 1. Differentiate customers in terms of (1) their needs and (2) their value to your company. Spend more efforts on the most valuable customers. Do the customer profitability analysis. 2.Interact with individual customers to improve your knowledge about their needs and build a stronger relationship. 3. Customize products, services, and messages to each customer. Increasing value of the customer base †¢ Reducing the rate of customer defection. †¢ Increasing the longevity of the customer relationship. †¢ Increase sells with new offerings and opportunities, like accessories for motorcycles if you sell Harley-Davidson. †¢ Making low-profit customers more profitable or terminating them. Like low-cost flying companies which charge customers for drinks or food. †¢ Focusing disproportionate efforts on high-value customers.Building loyalty Developing loyalty programs Frequency programs are design to provide rewards to customers who buy frequently and in substantial amounts. Many companies have created club membership programs. Customer databases and database marketing A customer database is an organized collection of comprehensive information about individual customers and prospects that is current, accessible and actionable for marketing purposes (sells, maintain relationships). Database marketing is the process of building, maintain and using customer databases to contact, transact and build customer relationships. Customer databasesCustomer database contains customers past purchases, demogra phics (age, birthday, and family members), psychographics (activities, interests), media graphics (preferred media) and other useful information. A business database contains past purchases, volumes, prices, profits, buyer team member names, assessment of competitors their strengths and weaknesses. Data warehouse and dataminig Companies use databases to: 1. Identify prospects 2. Decide which customer should receive a particular offer 3. To deepen customer loyalty 4. To reactivate customer purchases 5. To avoid serious customer mistakes CHAP 6 ANALYZING CONSUMER MARKETSWhat influences consumer behavior? Consumer behavior is the study of how individuals, groups and organizations select, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Cultural factors Culture is the fundamental determinant of a person’s wants and behavior because of values. Subcultures provide more specific identification and socialization for their members. Subcultur es include nationalities, religion, racial groups†¦ Social classes are relatively homogeneous and enduring divisions in a society, hierarchically ordered and with members who share similar values, interests, and behaviors.Reference groups A person’s reference groups are all the groups that have a direct or indirect influence on their attitudes or behavior. Membership groups have a direct influence. Primary groups are in constant contact with the person (family, friends, neighbors, coworkers). Secondary groups are religious, professional, trade-union groups. Aspiration groups are those a person hopes to join. Dissociative groups are based on individual reject. Opinion leader is the person who offers informal advice or information about a specific productor product category. FamilyFrom family a person acquires an orientation toward religion, politics, and economics and a sense of personal ambition, self-worth, and love. It is a more direct influence on everyday buying beha vior. Role and status A role consists of the activities a person is expected to perform. Each role carriers a status Personal factors Personality is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli (including buying behavior). Brand personality is defined as the specific mix of human traits that we can attribute to a particular brand.Lifestyle is person’s pattern of living in the world as expressed in activities, interests, and opinions. Key psychological processes Motivation  : Freud, Maslow, Herzberg A need becomes a motive when its intensity drives us to act. Perception Perception is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world. Selective attention is the screening of stimuli and marketers must work hard to attract consumers’ notice. People are more likely to notice stimuli that relate to a current need Peop le are more likely to notice stimuli they anticipateSelective distortion is the tendency to interpret information in a way that fits our preconceptions. Because of the selective retention, we are pore likely to remember good points of a product we like and forget good points about competing products. Learning Learning comes from experiences and makes us changing our behavior. A drive is a strong internal stimulus impelling action. Cues are minor stimuli that determine when, where, and how a person responds. Discrimination means that we have learned to recognize differences in sets of similar stimuli and can adjust our responses accordingly.The hedonic bias says people are more likely to attribute failure to external causes and success to themselves. Memory Associative network memory model explains that information are stored and linked with a different level of strength. Brand associations consist of all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, at titudes, and so on that become linked to the brand information stored. Memory encoding describes how and where information gets into memory. Memory retrieval is the way of the information gets out of the memory.The buying decision process Marketers must identify who makes the buying decision: people can be initiators, influencers, deciders, buyers, or users. Problem recognition Information search Personal: family, friends, neighbors. Commercial: advertising, web sites, salespersons, packaging, displays. Public: mass media. Experiential: handling, examining, is using the product. Market partitioning is the process of identifying the hierarchy of attributes that guide consumer decision making for the marketer to understand different competitive forces and how this various sets get formed.Evaluation of alternatives Belief is a descriptive thought that a person holds about something. Attitudes are a person’s favorable or unfavorable evaluations, emotional feelings, and action ten dencies towards some object or idea. Expectancy-value model of attitude formation shows that consumers evaluate products and services by combining their brand beliefs according to importance. Purchase decision Heuristics are rules of mental shortcuts in the decision process. With the conjunctive heuristic the customer looks for every attribute and chooses the irst alternative that meets the minimum standard for all attributes. With the lexicographic heuristic the customer chooses the best brand on the basis of its perceived most important attribute. With the elimination-by-aspects heuristic the customer compares brands and eliminates those which don’t correspond to the minimum acceptable cutoffs. The perceived risks can modify, postpone or avoid a purchase decision. Functional risk: the product does not perform up to expectations. Physical risk: the product could threat health or well-being of the user or others.Financial risk: the product is not worth the price paid. Social risk: the product results in embarrassment from others. Psychological risk: the product affects the mental well-being of the user. Postpurchase behavior Other theories of consumer decision making Level of consumer involvement Consumer involvement is the level of engagement and active processing responding to a marketing stimulus. Decision heuristics and biases The availability heuristic means that for example a customer who had troubles with a product would be more likely to purchase a future product with warranty.The representativeness heuristic means that the customer buy a product to be seen as representative of a whole category. The anchoring and adjustment heuristic means that the first impression determines the interpretation of the further information. That is why it is very important to make a first good impression for a salesperson, for instance. Mental accounting Mental accounting refers to the way consumers code, categorize, and evaluate financial outcomes of choices. Pro spect theory maintains that the consumers frame their decision alternatives in terms of gains and losses according to a value function.CHAPTER 7 ANALYSING CONSUMER MARKETS A The study of consumer behavior Consumer behavior is the study of when, why, how and where people do or do not buy products. It tries to understand the buyer wants and decision making process both individually and in groups. It also attempts to evaluate influences on the consumer from groups such as family, friends, reference groups, and society in general. Its can be divided into three interdependent dimensions: – The study of culture – The study of social group – The study of the individual CultureCulture is the essential determinant of a person’s wants and behavior. Every culture can be divided in subcultures that include nationalities, religions, geographic region etc and offer more precise identification for their members. Multicultural marketing appear to satisfy the different su bcultures. We can also observe different social classes with people who have the same values, interests and behavior. Each social class show diverse product and brand preferences on different level. Social groups a. Reference group A reference group is a group that influences people attitudes and behavior.There are different categories of groups: – Membership groups: have a direct influence on people (family, friends, colleagues†¦) – Aspirational groups: are thosea person wish to join – Dissociative groups: are thosea person, does not belong b. Family Family is the most influential primary reference group. There are two families: – Family of orientation: parents and sibling – Family of procreation: wife /husband children The individual consumer A consumer’s decisions are influenced by personal characteristics such as the age and stage in the life cycle, the occupation and economic, the life style and values and the buyer’s person ality.So to study and understand consumer behavior it’s really important to start with the consumer herself or himself. Explore into all these factors can provide clues to attain and serve consumers more effectively. B Key psychological process Motivation: Freud, Maslow, Herzberg a. Freud’s theory For Freud people ‘s behavior are unconscious. People not only react to their affirmed aptitudes, but also to other. b. Maslow’s theory c. Herzberg’s theory For Herzberg there are two different factors: – Dissatisfiers: factors that cause dissatisfaction – Satisfiers: factors that cause satisfactionThe sellers should try to keep away dissatisfiers’ factors and identify the principal satisfiers or motivator of purchase in the market and then provide them. I. Perception Perception is the processes by which we select organize and interpret information. People have different perception of the same object because of three perceptual processe s: – Selective attention – Selective distortion: tendency to interpret information in a way that fits our preconception – Selective retention: only preserve information that support our manners and beliefs II. Learning People learn from their experiences and change their behaviour.Marketers should build demand for a product by associating it with strong drives (internal stimulus pushing action), cues (minor stimuli) and providing positive support. III. Memory Memory is distinguished between to type of memory short-term memory and long-term memory. Marketing is a good way to be sure that consumers have the right type of products and services experiences to build the good brand knowledge and keep it in memory. Four main psychological processes affect consumer behavior r motivation, perception, learning, and memory. C Perspectives on consumer behaviorNumerous perspectives on consumer behavior can be considered: – The behaviorist perspective: focus on the imp act of external influences on consumer behavior – The information processing perspective: appeared in the 60’s and 70’s thinks about how consumers mentally process, store, retrieve and use marketing information in the decision process – The emotional perspective: consumers affections should be included in the explanation of consumer decision making – The cultural perspective: culture show consumers view – A multiperspective approach: consumers do not have unlimited mental resources D The buying decision process the five stage modelTo understand how consumer make buying decisions, marketers should identify who makes and has contribute into buying decision. People can be initiators, influencers, deciders, buyers or users. The classical buying process consists of the following succession of events: 1. Problem recognition (the buyer recognizes a problem) 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post purchase be havior (post purchase satisfaction, action, use and disposal) Marketers’ have to understand the consumer behavior at each stage. It’s not always easy because many different factors influence the diverse behavior.CHAPTER 8 : IDENTIFYING MARKET SEGMENTS AND TARGETS I. The business market versus the consumer market Business marketers have numerous characteristics that contrast with those of consumer markets: – Fewer larger buyers: deal with much bigger buyer than the consumer market – Close supplier customer relationship: suppliers adapt their offering to individual business customer needs – Professional purchasing: goods are bought by trained purchasing agents – Multiple buying influence: more people typically influence business buying decisions – Multiple sales calls Derived demand: the demand for business goods resulting from the demand for consumer goods – Inelastic demand: the demand for goods won’t change even if pric es change – Fluctuating demand: the demand for business goods and services tend to be more unstable than the demand for consumer goods and services – Direct purchasing: business buyers buy directly for manufactures II. Buying situations The business buyer faces many decisions in making a purchase. The number depends on the buying situation: complexity of the problem being solved, newness of the buying requirement, number of people involved and time requirement.There are three types of buying situations: – Straight Rebuy: The purchasing department reorders supplies and chooses from suppliers on an approved list. The suppliers’ effort to maintain service and product quality. Their goal is to get a small order and then enlarge their purchase share over time. – Modify rebuy: the buyer wants to change products specifications – New task: the buyer buys the product for the first time III. Systems Buying and Selling Originally,  «Ã‚  system buying   Ã‚ » is a practice about government purchases of major weapons and communications systems.Thus, many business buyers prefer to buy a total solution to a problem from one seller. A system selling is a key industrial marketing strategy in bidding to build large-scale industrial projects, such as dams, steel factory, irrigation systems, sanitation systems, pipelines, utilities and even new towns. B. Participants in the business buying process I. The buying centre The buying center consists of all those individuals and groups who contribute in the purchasing decision making process. Its include all members of the organization who take part in any roles in the purchase decision process. Initiators: request something be purchased – Users: use the product, initiate the buying proposal – Influencers: people who influence the buying decision – Deciders: decide on product requirements or on suppliers – Approvers: authorize the proposed actions – Buyers: have formal authority to select the supplier and arrange the purchase terms – Gatekeepers: have the power to prevent sellers or information from reaching member II. Buying centre influences Buying center typically include several participants with diverse interest.If the business marketers want to influence these participants they should try to be attentive to many factors such as environment, organization, individual, motivations and interpersonal influences. III. Buying centre targeting Business marketers should answer at some questions to target their efforts appropriately. Who are the major decision participants? What decisions do they influence? What is their level of influence? The small sellers focus on reaching the key buying influencers and larger sellers the multilevel in depth selling to attain many participants. C. The Purchasing/Procurement Process a. Purchasing Department PerceptionsRecent competitive pressures have led many companies to upgrade their purchasing departments and elevate administrators to vice presidential rank. These new, more strategically oriented purchasing departments have a mission to seek the best value from fewer and better suppliers. b. Purchasing Organization and Administration Some companies have started to centralize purchasing. Headquarters identifies materials purchased by several divisions and buys them centrally, gaining more purchasing clout. At the same time, companies are decentralizing some purchasing operations by empowering employees to purchase small-ticket items.D. Stages in the buying process The buying process consists of: 1. Problem recognition: the company recognizes a need that can be fixed by purchasing a good or service. 2. General need description and product specification:general characteristics and required quantity 3. Supplier search: identify the most appropriate suppliers 4. Proposal solicitation: invite the qualified suppliers to suggest proposals 5. Supplier selection: the buying center usually use a supplier evaluation to identify the most attractive suppliers 6. Order-routine specification: negotiations 7. Performance review: review of the chosen supplierE. Managing business to business relationship Business marketers must form strong bonds and relationships with their customers and provide them added value. Some customers, however, may prefer more of a transactional relationship. a. The Benefits of Vertical Coordination Much research had advocated greater vertical coordination between buying partners and sellers, so they can transcend merely transacting and instead engage activities that create more value for both parties. Building trust is one prerequisite to healthy long-term relationships. b. Business Relationships: Risks and OpportunismResearchers have noted that establishing a customer-supplier relationship creates tension between safeguarding and adaptation. Vertical coordination can facilitate stronger customer-seller ties but at the same time may increa se the risk to the customer’s and suppliers specific investments. Specific investments, however, also entail considerable risk to both customer and supplier. Transaction theory from economics maintains that because these investments are partially sunk, they lock the firms that make them into a particular relationship. I. Transactions cost economics F. Institutional and government marketsPART 4 : BUILDING STRONG BRANDS CHAPTER 9 CREATING BRAND EQUITY I. What is a brand equity A. Role of brand Permit to consumers evaluate products (of specific brands), in order to find their needs. Brand signal a certain level of quality. Brand offer security for customers and firms B. The scope (ampleur) of branding A brand resides in the minds of consumer as an identity One of the first branding strategy is: consumers must be convinced their meaningful differences among brands in products or services C. Defining brand equity -is the added value endowed on product and service customer based br and equity: the customer brand knowledge is + when he reacts more favorably to a product and –when reacts less favorably 3 keys for favorably react: different responses about consumer needs associated the brand of something (image†¦), and ensuring consumer has great experiences with products. D. Brand equity as a bridge -brand knowledge (decide by customer) dictates future direction of the brand – Brand promise: is what the brand is and must do for consumers So, money spend for marketing is an investment for consumers’ brand knowledge E. brand equity model 4 models of B. equity models brand asset valuator (p 283) 5 categories: differenciation,energy, revelance, estum, knowledge -brandz: (p 284) relationship with brand (pyramid) -AAKER model: typically elements (value, uses, meaning, origin country, personality, symbols) -brand resonance model (p 285): development, building objectives II. Building brand equity This is the creating to have the right brand kno wledge of consumers F. Choosing brand elements -It’s that identify and differentiate the brand -6 criteria: memorable, meaningful, likable, adaptable, transferable (for a new product, geography), protectable (not become generic as Kleenex, scotch).G. Designing holistic marketing activities Brand contact with the consumer, there are 3 phase: Personalization: -stop mass market, throwback to personalizing marketing. – Each customer is unique: one to one marketing -build a strong consumer’s relationship Integration: -traditional mix marketing isn’t adequately, now we need variet of marketing to reinforce the brand. (Sponsoring, communication, promotion, events†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. ) Internalization: -companies must adopt an international perspective Choose the right moment, link internal and external marketing and bring the brand alive for employees H.Leveraging (influence) secondary association Linking the brand with others information (p290), a brand can build equity by linking with others entities. III. Measuring brand equity 2 basic approaches: -Brand audit: uncover sources of brand equity, suggest way to improve its equity. Brand audit is use to prepare marketing plan -brand tracking studies: understanding thank to quantitative data from consumers, to facilitate day to day decision marketing. IV. Managing brand equity Brand management requires a long term view of marketing actions I. Brand reinforcement -Brand need to be carefully managed to surviveImprove product, service, and marketing Needs innovations/relevance throughout marketing program (p295) -marketing need some change to be competitive -brands need activities to awareness (new products, creatively design, ad campaign†¦) J. Brand revitalization New competitors can affect a brand, so brand have to be refresh Solution: -understanding the source of brand equity -bad association loosing the brand -create new positioning -change marketing program -come back to basic ima ge V. Devising (concevoir) a brand Strategy -Brand extension: establish brand with introduce a new one sub brand: new brand combine with existing brand -brand line: all product -License product: brand name has been licensed to make the product K. Branding decision Develop a brand name for a product: 4 strategies Individual name:(old el Paso) advantage, if the product is low quality brand is not hurt Blanket family name: development cost is lower because we don’t need research/add, to create recognition Separate family name for all products: ex: craftsman for tools Corporate name combined with individual product name: Kellogg: kellogg’scorn flakes L. Brand extension Advantages: -customers know parent brand don’t need to create awareness for marketing, communication Feed back effect: knowledge Disadvantages: -confusion with new product -harm, hurt parent brand with bad a product (Success characteristic f 9. 8 p301) M. Brand portfolio Marketers need multiple brands to pursue these segments. Aim goal of brand portfolio is maximize brand coverage. -low end entry: attract customers to brand franchise -high end prestige: prestige of brand with adds CHAPTER 10 CRAFTING THE BRAND POSITIONING SEGMENT MARKETING A market segment consists of a group of customers who share a similar needs and wants.Rather than creating the segments, the marketer’s task is to identify them and to decide which one to target. Market segments can be characterized in different ways, one approach is to: Identify preference segment categorized them by: Homogeneous preferences: if the customers have the same preferences Diffused preferences: the customer preference vary greatly in their requirement Clustered preferences: when natural market segment emerge from groups of customers with shared preferences NICHE MARKETING A niche is marketing is narrowly defined customers group seeking a distinctive mix of benefits or values.Marketers usually identify niches by dividing a m arket into subsegments. Niche markets are generally fairly small is term of volume but constitute a sufficientetly attractive size, profit and growth potential. Also they are less likely to attract many other powerful competitors †¢ Focusing their resources to gain economies though specialization LOCAL MARKETING Customizes merchandise to match the perceived demand of local areas The risk associated with localized marketing includes: †¢ A tendency to drive up the manufacturing costs and to reduce economies of scale Grassroots marketingINDIVIDUAL MARKETING Marketing one to one The researches seek to define segment by looking at descriptive characteristics: geographic, demographic and psychographic. GEOGRAPHIC SEGMENTATION Divide the market into different geographical units such as nations, states, regions†¦ DEMOGRAPHIC SEGMENTATION The market is divided into groups on the basic of variable such as ages, family size, occupation, race†¦ PSYCHOGRAPHIC SEGMENTATION Psy chographic profiles are typically developed with reference to three variables know as the AIO factors that describe individual lifestyle: 1. Activities 2. Interests . opinions BEHAVIOURAL SEGMENTATION Marketers place buyers into groups on the basic of their knowledge of, attitude towards, use of or response to a product. To compete more effectively many companies are now adopting target marketing. Instead of scattering their marketing efforts they are focusing on customers they have the greatest chance of satisfying. Target marketing includes three activities: market segmentation, market targeting and market positioning. STEPS IN SEGMENTATION PROCESS 1. Needs-based segmentation Group customers into segments based on similar needs 2. Segment identificationSegment by behavior, psychographic, individual, demographic and geographic 3. Segment attractiveness: Determine the attractiveness of each segment 4. Segment profitability: Determine segment profitability 5. Segment positioning: for each segment create a value proposition and product-price positioning strategy based on that segment’s unique customer need and characteristics 6. Segment â€Å"acid test†: create segment storyboard to test the attractiveness of each segment’s positioning strategy 7. Marketing mix strategy: Expand segment positioning strategy to include all aspects of the marketing mix: the 4PEFFECTIVE SEGMENTATION CRITERIA An effective segmentation must be: 1. Measurable: size, purchasing power†¦ 2. Substantial: the segment are large and profitable enough toserve 3. Accessible: the segment can be effectively reached and seved. 4. Differentiable: the segment are distinguishable 5. Actionable: effective programs can be formulates for attracting and serving the segments Positioning is the act of designing the company offering and image to occupy a distinctive place in the minds of the target market. The goal is to establish the brand in the mind of the consumers.The result o f positioning is the successful creation of a consumer- focused value proposition CHAPTER 11 : COMPETITVE DYNAMICS Without customers, you don’t have business Creating loyal customers is at the heart of every business, the only value your company will ever create is the value that comes from the customers. Managers who believe that costumer is the company’s only true â€Å"profit center† consider the traditional organization chart (first figure), successful marketing companies invert the chart (second figure) At the top the customer, the front line is the people who meet, serve and satisfy customersMany companies recognize the importance of satisfying theirs consumer in order to develop brand reputations that can deliver a sustainable competitive advantage The concept of costumer-perceived value enables marketers to discover what consumers want though the medium market research CUSTOMER-PERCEIVED VALUE (CPV) The CPVis the difference between the prospective custom er’s evaluation of all benefits and all the costs of an offering and the perceived alternatives. Total costumer benefit is the perceived monetary value of the bundle of economic, functional and psychological benefits consumers expect from given market offering.Total costumer cost is the perceived bundle of costs costumers expect to incur in evaluating, obtaining, using and disposing of the given market offering BUILDING CUSTOMER SATISFACTION Customers want loyalty, not perfection Customer can sense when a companies are consistently more loyal to investors, employees and regulators than to people who buy their products and services, customers are not being disloyal; they are being discriminating. The question is not how can we radically increase customer loyalty, but how can we radically increase our own loyalty to customers.To increase our sellers, we need to develop consumer’s loyalty Total customer satisfaction Whether the buyer is satisfied after purchase depends on the offer’s performance; if the performance falls short of expectations, the customer is dissatisfied, if the performance match the expectations, the customer is satisfied, if the performance exceeds expectations, the customer is highly satisfied or delighted. Customer assessments of product performance depend on many factors, especially the type of loyalty relationship the customer has with the brand.Although the customer-centre firm seeks to create a high customer satisfaction, that is not only his ultimate goal. Company might be able to increase its profitability by means other than increased satisfaction. Monitoring satisfaction Many companies are systematically measuring how well they treat their customers, identifying the factors shaping satisfaction and making changes in their operations and marketing as a result Customer satisfaction Companies should measure customer satisfaction regularly, because an important key to customer retention is customer satisfaction.A hig h customer satisfaction brings high profits, the customer stay longer; the customers are less sensitive to the price and pay less attention to the competing brand. Measurement techniques A number of methods exist to measure customer satisfaction for example periodic surveys, customer loss rate. Influence of customer satisfaction For customer-centre companies, customer satisfaction is both a goal and a marketing tool. Companies need to be especially concerned today with their customer satisfaction level.MAXIMIZING CUSTOMER LIFETIME VALUE Customer profitability A profitable customer is a person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the company’s cost stream for attracting, selling and servicing that customer. CULTIVATING CUSTOMER RELATIONSHIPS Maximizing customer-perceived value means cultivating long-term customer relationship. Companies are now moving away from wasteful mass marketing to precision marketing designed to build strong customer relationships.Customer relationship management Customer relationship management (CRM) is the process of carefully managing detailed information about individual customers and all customer â€Å"touch point† to maximize

Are We Living in a Surveillance Society?

We might think no one else either knows or cares what we get up to, as long as we compliance the law, unless we are a celebrity. But with massive development of technology, that is no longer the case and I totally agreed with the statement that we are living in a surveillance society. Moreover, I strongly believed that the level of surveillance will grow even further in the future. If we use loyalty cards or credit cards we can earn points and receive money off vouchers, but we also allow retailers keep data on what we've bought and where we've bought it. The money we spend on credit cards is also monitored to check for any unusual spending patterns, which could indicate the card has been stolen. With the increasingly sophisticated technology, using internet becomes a daily activities of most of the people especially those who live in town. However, when we use the internet, records are kept about what we've been searching for, that can help if we want to log back on and do a similar search, but sad to say, it also means the provider keeps detailed information about our surfing habits. The same thing happen when we use the Global Positioning System (GPS). It not only will guides us any destination that we want to go, but also alerts us to speed and traffic light cameras on the way  ¬ which record our progress. Besides, when we use our mobile to call anyone, this will be logged by the telephone company and could be used by police to locate where the phone was at the time. In short, if this issue continues to develope, we would not have any freedom again as our daily life will be monitored. Thus, I hope that appropiate steps should be taken to solve this problem before our life become no privacy at all.

The Purposes of the Three Witches in Macbeth

The Purposes of the Three Witches in Macbeth Macbeth is a symbolic story of how people can be easily influenced. In the beginning of the play, Macbeth meets the three witches and hears about his prophecy from them which he will become the next King of Scotland. These witches are important characters to develop the story. Every time when Macbeth needed them, he received prophecies from them. These prophecies affect Macbeth and reveal his evil personality. As revealed in the play, the purposes of the three witches in the play are to foreshadow, advance the plot, and show the human weakness.One of the purposes of the witches in the play is to set allusions. In the beginning of act one scene one, the three witches plan? to meet at the open field to see Macbeth after the battle is over. As they promised, they wait for Macbeth and Banquo to return from the battlefield. When they faced each other, the third witch said, â€Å"All hail, Macbeth, that shalt be king hereafter†(Macbeth 1. 3. 51) to Macbeth. Then the first witch tells Banquo that, â€Å"Thou shalt get kings, though thou be none/ So all hail, Macbeth and Banquo! †(Macbeth 1. 3. 8-69), which she meant that Banquo will become the father of the kings. Later in the story, Macbeth seeks for the three witches to hear more about his future. They told him that â€Å"Be bloody, bold, and resolute. Laugh to scorn/ The power of man, for none of woman born/ Shall harm Macbeth. †(Macbeth 4. 1 81-83). These prophecies eventually become true. There are no doubts that the tree witches allure the story by telling the futures. The weird witches not only foreshadow but also advance the story. The story mainly develops by the prophecies.After Macbeth hears about his future from the witches, he writes a letter to Lady Macbeth, his wife, about the prophecy. Since Lady Macbeth had no doubt about this prophecy of Macbeth becoming the king, she plans to assassinate the King Duncan to fulfill the prophecy. Macbet h and Lady Macbeth put their plan into action. Successfully, Macbeth killed the king and put false charge on Malcolm and Donalbain for assassinating the king to become sovereign. As a result, Macbeth took the next throne of the Scotland.While he rules Scotland with insanity, Malcolm seeks for revenge and makes an army to fight against Macbeth. With a growing fear in Macbeth’s heart, he goes to find the three witches again to receive another prophecy. He gets told that no men who came through a woman’s womb could harm him. He scoffs and eases his fear of death. However towards the end of the play, he faces death by Macduff, who was delivered by cesarean section. By giving prophecies, the witches indirectly affect the play to create tensions.The play of Macbeth clearly showed the human weakness. The witches did not force Macbeth to kill the king or to commit any crimes. Macbeth was a loyal general of King Duncan along with Banquo. However, after he hears the words from t he three weird sisters, he had a conversation with Banquo about what they heard and he says, â€Å"My thought, whose murder yet is but fantastical,/ Shakes so my single state of man/ That function is smothered in surmise,/ And nothing is but what is not† (Macbeth 1. . 142- 145). From this conversation, his personality was revealed which he is a man who would not kill the king to attain his ambition. However, Macbeth eventually gets affected by the prophecy that he shows his ambitions toward the kingship and his evil personality. His influenced aspect is clearly shown when the second witch notes, that â€Å"By the pricking of my thumbs,/ something wicked this way comes† (Macbeth 4. 1. 44-45). From this quote, it shows that Macbeth’s personality became evil.The purposes of the witches are not only to develop the story but also to show that people are easily influenced. The weird sisters, the three witches, in the play do not advent often but have essential roles. They give prophecy to Macbeth which creates ambition in his heart. They are the main element that creates the consequences in the play. Their role in the story gave Macbeth a thought that they know he would expand on and reveal his human weakness. Work Cited Shakespeare, William. Macbeth. New York: Signet Classic, 1987. Print

Death Penalty Essay Example | Topics and Well Written Essays - 1000 words - 4

Death Penalty - Essay Example The truth is that when you for the right crimes the death penalty is a deterrent. But more than that, the death penalty is society’s ultimate sanction against those who commit the most heinous crimes. Its elimination is called for by people who in a general sense would tend to see criminals as victims, and refuse to actually see victims of crime at all. When you eliminate the ultimate price from the criminal justice system you simply are left with a bunch of sentencing requirement which varies only in tiny degrees: there is no way to express heartfelt anguish or outrage at a crime. Why the death penalty should continue in its present form is the subject of this essay. The death penalty is a deterrent to crime. Famous critics believe so (Mappes, 2007, 107). The reason why statistics may not always show this to be true—and are so open to misuse and manipulation by death penalty opponents is many homicides are not the first degree and do not involve a lot of premeditation. Many are caused by negligence or happen on the spur of the moment. For these sorts of crimes, capital punishment won’t be much of deterrence—and this fact will be reflected in the so-called statistics. But then again no public policy will provide much of deterrence for crimes that do not involve intention or are carried out on the spur of the moment. Indeed, I don’t believe there is much of a correlation between crime rates and the death penalty, to begin with. Murder is only a very small portion of crime statistics, and only a very small portion of murder would be deterred.

The processes of evolution Essay Example | Topics and Well Written Essays - 500 words

The processes of evolution - Essay Example terbreeding natural populations, which are reproductively isolated from other groups, (Hausdorf, 2011).’In essence a species is considered the biggest gene pool that can occur under natural conditions. Populations connected by gene flow are often hard to classify. While a species concept defines the conditions under which a population should be classified as a species a population are individuals that belong to a specific species and are usually located in an area that is able to be defined. Populations interact with other populations in their environments and their physical environment; also interacting with those populations of another species. Populations that grow exponentially can reach the maximum sustainable of their population in a certain environment. There are four different forces of evolution; natural selection, mutation, gene flow, and genetic drift. Natural selection has four different components which struggle with each other to change certain traits within populations (University of Michigan, 2010). Natural selection is subject to inheritance, whereas traits are passed on through heredity, variation such as hair color and eye color or other individual characteristics. An increased rate of population growth means that each population is subject to struggle for a dwindling supply of resources. Finally differential survival and reproduction means that those individual’s more suited to the struggles will pass on more offspring and genes which are able to withstand different conditions. Natural selection depends on traits that are inheritable. Mutation causes new genetic variations in a certain gene pool. These mutations cause the variation in genetics that allow others evolutionary forces to act such as natural selection, gene flow and genetic drift. Gene flow occurs when individual’s move into and out of certain populations. An example of this would be Americans resettling in other Countries and producing offspring. This affects that

Mgt Assignment Example | Topics and Well Written Essays - 500 words

Mgt - Assignment Example Shaving heads is also a form of removing any vestiges of individuality from any of the people so that they are all reduced to defining themselves as their captors do (Zimbardo). The push-ups became an aversive form of punishment because the guards could demand that the prisoners perform even more of them when they felt like it. Push-ups are a form of exercise that is associated with students. It emphasizes the superiority of the ‘coach’ or empowered individual who demands that others partake in it. The guards used push-ups to victimize the prisoners and increase their feelings of helplessness. I do not believe that I would have been able to reject any privileges offered to me in order to maintain prisoner solidarity. It is evident that withdrawing into one’s self in order to find ways of surviving the brutal experience is something that prisoners are constantly thinking about. 5. Most prisoners believed that the subjects selected to be guards were chosen because they were bigger than those who were made prisoners, but actually, there was no difference in the average height of the two groups. What do you think caused this misperception? I believe that the hardships they were being forced to suffer at the hands of the said guards were elevating the status of the guards, as well as their physical capacities, in the prisoners’ estimation. The visitors, most of whom, shockingly, were parents of the incarcerated men, believed what the researchers in the role of guards and wardens informed them about their own sons even when they could see that their sons were not well. Even though the visitors were aware that this was a research study and not a real prison, they still placed more trust in the words of the wardens than what their own eyes were showing them (Zimbardo). Civilians are trained to trust the police, as well as prison wardens in real

Not ablicable Essay Example | Topics and Well Written Essays - 2500 words

Not ablicable - Essay Example This not only increases the temperature on earth’s surface but also the temperature prevailing over the oceanic region of the world. This remarkable rise of temperature is on account of pollution occurring all over the world. The polluted atmospheric condition over the earth is capable to develop infrared radiation. The main gases present in the earth’s atmosphere are water content, Ozone, Carbon dioxide, Nitrous oxide and methane. These gases are termed as Green House Gases and have certain roles to increase the temperature on Earth’s crust. The industrial transformations and development have increased the production of greenhouse gases in the atmospheric air and is considered as one of the main reasons for the global warming. This phenomenon has observed from the middle of the twentieth century. The concentration of the gaseous media of the atmospheric air has great influence to increase global warming. This is affected in accordance with two principles. One is by the direct emission of infra red radiation from the gaseous constituents of atmospheric air and the other is indirectly through clouds. The solid and liquid particles present in the atmospheric air are responsible for the indirect process to develop the global temperature. These solid and liquid suspensions present in the atmospheric air are generally termed as ‘aerosols’. They are universally originated gases substances and the carriers of these substances to the atmosphere are wind. During their travel with wind the aerosol substances undergo tremendous chemical and physical changes naturally. The characteristic features such as Physical, Chemical and concentration of aerosols present in atmospheric air are also taken in to consideration while thinking about the indirect influence on global warming. The risk management Cycle The risk management cycle points out the volume of risk factor caused due to the nuclear emission occurred from the nuclear power plant

What causes homelessnenn Essay Example | Topics and Well Written Essays - 750 words

What causes homelessnenn - Essay Example Rumors may tarnish the quality of a product, but adverts will tend to assure that the product is good. Most people from South America and Canada believe that posters are best for making adverts. Students from Middle East and Asia were of a contradicting opinion saying Televisions are the best for making adverts. Whether pitching or promoting products and services, all businesses need to make advertisements in order to make connections with their current and prospective customers. Small scale businesses face challenges in making choices on whether to spend their small advertising budgets on television or posters. Print adverts often come with lower sticker prices than the television adverts. TV adverts are strong and have a variety of advantages that the posters lack. Making adverts over the television is more effective than the posters because it reaches out to customers over a wide area at the same time. All students from Ilac and one person from Canada said that at one particular point, they bought items because adverts trapped their attention. Brilliant and effective advertising involves making the right message to the appropriate people at the most appropriate time. Adverts have the potential to grab peoples’ minds and thoughts by including two or more brilliant ideas that sweeps people mind and make them to take appropriate action of purchasing a product right away. The adverts will enhance customer-product relationship. Advertising is a method of communication that makes the consumers be fully aware of the specific services and products available in the market. It is crucial to create brand positioning, awareness, and among potential customers. There exist multiple media through which these adverts are made and promoted such as radios, televisions, internet, and printed media (newspapers, magazines, and billboards). Adverts can be made in various forms

Respond to the discussion about Aristotle (for online Essay

Respond to the discussion about Aristotle (for online class-introduction to Ethics) - Essay Example There is nothing we can call as â€Å"ultimate† goal. 2. I disagree with you when you visualize Aristotle’s opinion as belonging to a different time frame i.e. Greek. I think what he is talking about is one of the most fundamental realities of life that never change with time. However, I completely agree with you when you refer to the â€Å"proper function† as â€Å"a higher fulfillment of life†. There is no such think as â€Å"perfect† in this world. But we tend to achieve the maximum in the effort of achieving the perfection. Everything has a room for improvement, and therefore, â€Å"proper function† should always be visualized as something â€Å"higher†. 3. You have made a good attempt to interpret Aristotle’s meaning of â€Å"proper function†, though I have slight reservations in accepting particularly when you say that â€Å"everything that we as human beings aim at is good†. That is not always the case. What about the robbers and serial killers who aim at killing people for their personal benefits? When we generalize certain facts for all members of the society, we need to be watchful of all members who positively â€Å"and† negatively affect the society. 4.

Social System and The Laws of the Fifth Discipline Research Paper

Social System and The Laws of the Fifth Discipline - Research Paper Example Computers formulate the basis of changes in the education system and the process actually began after their invention, especially in schools. Currently, many students including those in K-12 use sophisticated machines, in their studies. These technological advancements have introduced more sophisticated technology like the I-pad. However, it is important to note that serious implications have been evident. For instance, the learning environment keeps struggling to embrace the social implications created by speed and globalization (Brown & Diguid, 2000). Deliberate change of culture is deeply required for any learning organization. It needs to be adjusted to fit into the perceptions held by students. This would ensure that compatibility and relevance is achieved for the student’s benefits. Apparently, culture and technology collide because students only change their mode of communicating other than their mode of thinking. Computers promote this kind of change in any learning in stitution and, thus, cultural considerations need to be supported. This would be helpful in the process of abandoning old skills and instincts in favor of new ones. The technological change, thus, has been influential in creating a conflict that needs to be addressed adequately. Flattening previous formal issues requires that matters should be addressed on a wider scope, as observed by Senge (1990). Technology through computers in schools supported the application of emails and other methods that completely eliminated the round-table form of learning. This forced students to only learn in twos as opposed to group learning. In other words, the social sphere was neglected; thus, difficulties were evident (Brown & Diguid, 2000). Learning institutions that fail to embrace the spirit of the community in terms of cultivated thoughts are set to be left behind (Seely, 2003). B. Examine how the social system pushed back in the situation described above. The social system pushed back, and the process is still evident in contemporary settings. There is every need to develop software that addresses the entire social system in the issue. Simply put, the social system has been fighting back in terms of forcing the education system to embrace social software. It is, however, evident that the most appropriate social software has not been discovered over the years. Conference calls and blogs have been a huge step in the entire issue, but they have not fully addressed the social demands. The collision between social systems and the technological advancements is fostered by some form of ignorance by the responsible organizations (Brown & Diguid, 2000). Presence awareness technologies and other tools needed in tracing, analyzing, and cruising through the social systems are greatly required. This will ensure that the roundtable option of learning that was used in the past also applies today through technology. The adoption of speed and globalization has certainly surpassed the imp ortance of past systems and something must be done for the process to remain relevant. A. Of all the topics covered in chapter 4 (see the two Attachments) discuss which one(s) are the most prevalent in today's educational community. Provide a rationale for your selection. Contemporary educational atmosphere portray several laws discussed by Senge in the Fifth Discipline. Apparently, some

Reflective Review about myself Essay Example | Topics and Well Written Essays - 2500 words

Reflective Review about myself - Essay Example It is here that my passion for electronics was triggered. Learning a new language was also fun, and then joined school in International school of Frankfurt. Oh! What more could I ask life was fun. After school, I would rush home for music training. I knew how to play piano and play chess with my mum who was and is still a great fan of Manny Pacquio; and they coincidentally share the nationality of Philippines. She could teach me if I did not know how to lose, I would know how to win. After winning a few games, my interest grew for chess as it did for electronics. My mother would beat me in the game of chess and in my early days, I would get very frustrated. But after winning a few games, my interest grew and I became a pro. In school, my interest for electronics would not stop, having met my best friend Odonkor. Later, I would travel to Berlin to visit Volkswagen, and there is where I knew that technology would be part of me because my heart would always be at peace. At home, I would dismantle an electronic only to rebuild again. It would always trigger me in doing it more and more, and in the end I lost count of how many times I would do this. I took this behavior to school where together with one of my friend, Odonkor who became my best friend, would compete to see who would repair a phone or a laptop faster than the other. Oh, how I loved beating him in assembling. I was a great admirer of the Play station games and this was also one reason that I always treasured school holidays, as I would play from morning to dusk; as they say childhood dreams are made of this. My performance in class was awesome as I was always among the top five students in class and would always top in science and mathematics though I did not like languages. I found the subjects boring but I had no choice but to study them. I remember group discussion in class was not my interest and I preferred individual assignment. Though back at home, my parents encouraged

Communication in an Organisation Essay Example for Free

Communication in an Organisation Essay It is not possible to have human relations without communication. However, good and effective communication is required not only for good human relations but also for good and successful business. Communication is the activity of conveying meaningful information. Communication requires a sender, a message, and an intended recipient, although the receiver need not be present or aware of the senders intent to communicate at the time of communication; thus communication can occur across vast distances in time and space. It requires that the communicating parties share an area of communicative commonality and the communication process is complete once the receiver has understood the message of the sender so communication must include both the transfer and the understanding of meaning. I think that effective communication is needed within a business for both the manager’s and the organization’s success because it is required for the day to day running of the business. Effective communication is required at various levels and for various aspects in an organization so that there can be manager and employee relations. Effective communication of information and decision is an essential component for management-employee relations. The manager cannot get the work done from employees unless they are communicated effectively of what he/she wants to be done so therefore effective communication does not take place within an organization then employees will not know how to go about achieving company goals. Managers should also be sure of some basic facts such as how to communicate and what results can be expected from that communication. Most of management problems arise because of lack of effective communication. Chances of misunderstanding and misrepresentation can be minimized with proper communication system. When there is ineffective communication it leaves room for mistakes and sometime projects and reports have to be revised or done over thus causing resources to be squandered and may cause employees and managers to be frustrated. Finally, communication between management and employees can help the management better address concerns the employees may have, reassuring the staff and helping management to remedy potential problems facing the organization. Motivation can also arise from effective communication and this can make employees more productive which in turn will ensure the success of the business. When employees are able to easily communicate to their employers their opinions and problems they tend to be productive on the job and intent on working to best of their abilities. On the other hand manager can tell employees that they are doing a great job or ask for their opinions in the decision making process. Effective communication in the workplace plays a prominent role in developing long lasting employee motivation and one of many positive benefits gained from well-established organizational communication is improved relationships. Improving relationships between management and staff is quite important and is often overlooked. Things will go smoothly when everyone is on the same page, understanding of goals and the direction a company is going. The best process of communicating here is well thought out emails that follow the chain of command and face to face interactions. A company also uses communication as a way to maintain control over employees and their work environment. Written human resources policies and procedures dictate how employees are permitted to act in the workplace. Job descriptions outline the parameters of an employees job functions. Performance reviews control whether an employee receives a raise or attains a promotion. Communication allows employees to interact with customers and each other. A customer service department communicates with customers to help them resolve issues. A business letter can be used to introduce a company to a potential customer. Communication is essential for employees who work together on a project or during the training process. Employees may interact socially both at work and outside the workplace. Every organization offers a service or good so there needs to be an effective line of communication between the organization and its customers. Those organizations need to be able communicate about what they are offering with the consumer base they are targeting. Effective communication with consumers provides two benefits. First, it lets consumers know about what is being offered and why the organizations offers should be preferred over the competitions. It also allows the organization to gain feedback from consumers so they can alter either their communication tactics or their offers to make sure they are appealing to the largest amount of consumers possible. Communication is necessary to effectively function, both inside an organization and when dealing with the outside world. The above inferences attest to the importance of effective communication within an organization if it is intent on both the manager and business success. Effective communication is not only important within the organization but also information should relay to stakeholders in order to guarantee the organizations attainment of its goals.

Dependent Variables Depression Anxiety Stress Psychology Essay

Dependent Variables Depression Anxiety Stress Psychology Essay Adolescence is a crucial phase in life, during which the teenagers can succumb to conditions like depression, anxiety and stress which can increase chance of mental illnesses. The present study aims at measuring the level of depression, Anxiety and Stress of the 10th std students between the age group of 14-15 years studying in rural and urban High Schools. The sample of the study obtained using purposive sampling consisted of 60 students (30 urban and 30 rural) drawn from two schools one from the metropolitan city of Hyderabad and the other from Nagarkurnool, Mahboobnagar district. In order to carry on the research, the investigator used DAS scale (Depression, Anxiety and Stress) developed by the  University of New South Wales (Australia) 1995 . Adolescence is a transitional stage of physical and psychological human development generally occurring between puberty and legal adulthood. The period of adolescence is most closely associated with the teenage years, although its physical, psychological and cultural expressions can begin earlier and end later. In adolescence, cognitive developments result in greater self awareness of others and their thoughts and judgments, the ability to think about abstract, future possibilities, and the ability to consider multiple possibilities at once. As a result, adolescents experience a significant shift from the simple, concrete, and global self descriptions typical of young children; as children, they defined themselves with physical traits whereas as adolescents, they define themselves based on their values, thoughts and opinions. The competitive nature of present day educational system has great influence on the youngsters. Every student is faced with a high demand to surpass oneself. Fa ilure to do so may often be considered as a mark of the failure of ones existence by the youngster, whose limited life experience does not permit him/her to seek an alternative. Home and school are the centers of these problems. Most of the conflicting issues arise because of the fear of loss of friends, parents. They become entangled in the grip of insecurity. Most of the time they have this fear that if they are not able to meet expectations of their near and dear ones then he or she will lose them. The additional burden of general expectations of parents, friends, teachers etc stresses the youngster and when confronted with failure hurts their self-esteem. Adolescents thus see themselves in highly conflicting situations, as they often expect to perform their best in the academic field. They often get frustrated, anxious and stressed that suicide becomes their only escape. It is important to realize that stress affects memory and the psychological well being of students. Academic stress particularly among students has been assessed as one of the most important causal factors for adolescents depression. The term depression is difficult to define because of the ambiguity inherent in it. Depression as a medical condition in which a person feels very sad and anxious and often has physical symptoms such as being unable to seep etc Inability to do so leads to stress and this begins to wear out people and the result is most often depression. Stress is the major factor influencing depression. Depression is a state of emotional dejection. Extreme feelings of hopelessness, sadness, isolation, worry, loss of interest or pleasure, feelings of guilt or low self worth, disturbed sleep or appetite, low energy and poor concentration are the signs of depression. According to salmons (1997), depression is a state of low mood and aversion to activity that can affect a persons thoughts, behavior, feelings and physical well-being. . The depressed person has negative thoughts, low self-esteem, the feeling of the hopelessness about the future, loss of motivation, change in aptitude, sleep disturbance, an d loss of energy. Depression is closely related to anxiety, most depressed individuals have high levels of anxiety (Mac Leod,Byrne,Valentine,1996) Anxiety is a subjective state of internal discomfort. . It is a normal emotion with adaptive value, in it that acts as a warning system to alert a person to impending danger. Anxiety is a mood -state characterized by negative effects, bodily symptoms of tensions and apprehension about the future (American Psychological Association,1995).psychologists believe that a small amount of anxiety helps to arouse individuals to perform better(Yerkes and Dodson,1908). However, a large amount of anxiety might hinder performance. Anxiety is considered to be a universal phenomenon existing across cultures, although its contexts and manifestations are influenced by cultural beliefs and practices (Good Kleinman, 1985; Guarnaccia, 1997). Generally, more girls than boys develop anxiety disorders and symptoms. Adolescent girls report a greater number of worries, more separation anxiety, and higher levels of generalized anxiety (Campbell Rapee, 1994; Costello, Egger Angold, 2003; Poulton, Milne, Cra ske Menzies, 2001; Weiss Last, 2001). Anxiety is known to affect both learning and performance (McDonald, 2001), no empirical research has explored the relationship between adolescent anxiety and school type, school choice, or mode of instruction. In India ,the main documented cause of anxiety among adolescents is parents high educational expectations and pressure for academic achievement. Stress is a state of mind involving demand on physical or mental energy, a state or circumstance that disturbs the normal, physical and mental health of a person. Stress is a consequence of or a general response to an action or situation that places special physical or psychological demands, or both, on a person. As such, stress involves an interaction of the person and the environment. According to Hans Selye (1974) stress is a response of the body to any stimulus that upset the individuals homeostasis. Any experience that affects ones homeostasis is considered to be stress (Rice, 1992). Hans Selye further defined stress as the nonspecific response of the body to demand made upon it. Stress is a condition and the stimuli causing it called stressors or triggers. Stress can be either positive or negative and can be further divided into two groups which are external and internal (Selye, 2009). Early in the 20th century, it was believed that children and adolescents could not suffer from depression. Later in the century, psychologists changed their minds and accepted that children can get depressed, however many agreed childhood depression is different from adult depression (Clarizio, 1989). A major cause or trigger of depression in the adolescents is thought to be stress. A predisposition to depression may also play a role; nonetheless, the additive stresses of every day adolescent life often appear to trigger depression (Clarizio 1989). There is a complex relationship between depression and suicide. Many depressed patients are suicidal and conversely most but not all suicidal individual manifest depressive mode and symptoms if not depressive illness (Pfeffer, 1989.) Adolescence can be a crucial phase in every ones life. There can be a lot emotional upheaval and stress. Adolescents can experience stress from family discord at home as well as having difficulties with peer relationships at school and academic performance. Adolescence during this period under goes with major changes body changes, change in thought pattern, and changes in feelings. Strong feelings of stress, confusion, fear and uncertainty, as well as pressure to succeed, and the ability to think about things in new ways influence a teenagers problem solve and decision making abilities. Majority of the adolescents undergo stress, whatever the sources may be internal or external it hampers the major functioning of the body. Most of the youngsters face multiple problems in their life. Each individual has to cope with different kinds of pressures laid down by the society and family. On the verge of coping those pressures, an individual himself or herself unconsciously frames a net and is caught in the same. Most of the students are pseudo they keep their own self in a rosy world and when they are confronted with the actual situation, they are unable to handle and thus it throws them to a stressful situation. The present study aim on the level of depression, anxiety, stress in the urban and the rural students. Contemporary views on the structure of negative emotion have largely arrived from the well documented observation that scores from various instruments designed to measure the levels of depression and anxiety tend to be highly correlated. (Clark and Watson 1991), and high rates of co morbidity exist among the anxiety and mood disorders (Andrew,1996). Clark and Watson (1991) proposed a tripartite model of anxiety and depression, which claims that both states are characterized by symptoms of elevated negative affect or general distress (example, distress, irritability),but that anhedonia (low levels of positive effect, eg. happiness, confidence, enthusiasm) is specific to depression and physiological hyper arousal ( autonomic symptoms, example trembling , sweating) is unique to anxiety. An urban area is characterized by higher population density and vast human features in comparison to areas surrounding it. Urban areas may be cities, towns or conurbations, but the term is not commonly extended to rural settlements such as villages and hamlets. Urban areas are created and further developed by the process of urbanization. Measuring the extent of an urban area helps in analyzing population density and urban sprawl, and in determining urban and rural populations. Rural areas or the countryside are areas of land that are not urbanized, though when large areas are described, country towns and smaller cities will be included. They have a low population density, and typically much of the land is devoted to agriculture and there may be less air and water pollution than in an urban area. About 80 percent of the Indian population lives in villages. When travelling through the length and breadth of this subcontinent, one can really visualize the difference between rural and urb an in India. There is a big difference between urban and rural India. One of the major differences that can be seen between rural India and urban India is their standards of living. People living in urban India have better living conditions than those living in the rural parts of India. There is a wide economic gap between rural urban India. Rural India is very poor when compared to urban India. Another difference that can be seen between urban and rural India, is their education. In rural India, the parents seldom educate their children, and instead, make their children work in the fields. Poverty, and lack of sufficient infrastructure, can be attributed to the lack of education in rural India. Methodology Design: The research design used in this study is ex-post facto research design,as it explores the already existing causal conditions between the considered sample groups. The hypothesized the level of depression anxiety stress is higher in the urban school student then the rural school student background.To choose the participants purposive sampling methods were employed Sample The participants consisted of 60 students belonging to the age group of 14-15 years studying in rural and urban high schools. The sample of the study drawn from two schools one from the metropolitan city of Hyderabad and the other from Nagarkurnool,Mahboobnagar district. The students were divided into two groups of 30 each, namely urban and rural. Instruments Depression, Anxiety and Stress Scale: In the present study, DASS-42 versin of the perep pencil test was used on the 10th STD students studying in urban and rural high schools. The DASS is a 42- item self report instrument designed by Lovibond and Lovibond (1995), to measure the three related negative emotional states of depression, anxiety and stress. Each of the three DAS scales consists of 14 items divided into subscales of 2to 5 items having similar content to make up a total of 42 items which are placed in a random order in these scales. The depression scales assesses dysphoria, hopelessness, devaluation of life, self-deprecation, lack of interest or involvement, anhedonia and inertia (Lovibond, S.H.Lovibond,P.F.;1995). The anxiety scale contains autonomic arousal, skeletal muscle  effects, situational anxiety and subjective experience of anxious affect (Lovibond et al., 1995). The stress scale being sensitive to chronic non-specific arousal assesses difficulty in relaxing, ner vous arousal, and being easily upset or agitated, irritable or over-reactive and impatient(Lovibond et al.,1995). The items are to be rated on a 4 point Likert Scale of 0 to 3. the option 3 to 0 signify how the sentence applied to the individual with the response ranging in the past week. The rating scale is as follows: 0 Did not apply to me at all 1 Applied to me to some degree, or some of the time. 2 Applied to me a considerable degree, or a good part of the time. 3 Applied to me very much, or most of the time. The option the participant chooses for each item (ie.0,1,2or 3) is regarded as the score for that item and the sum of the relevant items belonging to each one of the three subscales gives the scores for that subscale. These scores are then interpreted to determine the DAS level of the participant. Crawford and Henry (2003) found the internal consistency of the DASS subscales to be high with Cronbachs alphas of 0.94, 0.88 and 0.93 for depression, anxiety and stress respectively. According to Lovibond et al.(1995) the reliability scores of the scales in terms of Cronbachs alpha scores rate the Depression scale at 0.91, the Anxiety scale at 0.84 and the Stress scale at 0.90 in the normative sample. The measns and standard deviations for each scale are 6.34 and 6.97 for depression, 4.7 and 4.91 for anxiety and 10.11 and 7.91 for stress respectively.(Lovibond et al.,1995) Procedure: The test was administered on a one to one basis. Each participant was approached and was briefed about the purpose of the study. The consent was taken before conducting the test and was allowed to withdraw from the study whenever the participant wanted. The questionnaire was given to the subject and was asked to answer the questionnaire carefully based on how many times their parents might have used it. Instructions on paper were read out by the researcher in order to clear all doubts. The participant was asked to work through the items as quickly and as accurately as possible, including a cross mark against the appropriate opinion. Every doubts and any kind of ambiguity that arose in the participants mind were clarified. After the test was accomplished, the researcher expressed her gratitude to the participant for the cooperation. Later the questionnaire was collected and was statistically analyzed by the researcher. The descriptive statistics, Mean and Standard Deviation and the in ferential statistics t-ratio and p-value are used for analysis of the data.