Vanessa Bell, Studland Beach Essay Example | Topics and Well Written Essays - 1000 words

Vanessa Bell, Studland Beach - Essay Example Vanessa Bell was writer Virginia Woolf’s sister, her place within the Bloomsbury Group helping to define her position in British art history. She was born Vanessa Stephen, but married Clive Bell in 1907. Their marriage represented some of the new aesthetics that was a result of cultural re-envisioning that was taking place during this time period as they conducted an open marriage. Her third child was openly that of a lover who raised that child as his own (Rowley). The new avenues of thought that were appearing during this time period allowed for an expansion of the ideas of art, just as the ideas of sexuality, social convention, and science were being tested at this time. Secularism had freed the artists from solely addressing religious themes, thus social, sexual, and cultural themes could be explored for the meanings that could be defined from them which began to become expressions of artistic meanings that were outside of any context provided by the subject matter. It is probable that the distaste for the materialism, the bourgeois concepts of capitalism and the consumer aesthetics inspired artists away from the importance of subject matter, the nature of art becoming focused on meaning through colour, shape, and the defining of space (Cottington 32). Bell’s work can be seen as influenced by both Matisse and Cezanne, the work developed through the concept of shape as it defines the subject, colour as it defines the space. The nature of the work not about the scene it represents.... The new avenues of thought that were appearing during this time period allowed for an expansion of the ideas of art, just as the ideas of sexuality, social convention, and science were being tested at this time. Secularism had freed the artists from solely addressing religious themes, thus social, sexual, and cultural themes could be explored for the meanings that could be defined from them which began to become expressions of artistic meanings that were outside of any context provided by the subject matter. It is probable that the distaste for the materialism, the bourgeois concepts of capitalism and the consumer aesthetics inspired artists away from the importance of subject matter, the nature of art becoming focused on meaning through colour, shape, and the defining of space (Cottington 32). Bell’s work can be seen as influenced by both Matisse and Cezanne, the work developed through the concept of shape as it defines the subject, colour as it defines the space. The nature of the work not about the scene it represents, but about the artistic meanings that are present. According to Rowley, Richard Shone described Bell’s work Studland Beach, (1912) as â€Å"in its move towards abstraction†¦one of the most radical works of the time in England† (31). Vanessa’s husband, Clive Bell, had termed the concept of shape and form over subject as ‘significant form’, the piece representing â€Å"an aesthetic purged of narrative sentiment or circumstantial detail† (Rowley 31). However, despite the idea that narrative sentiment and circumstantial detail are missing, like Virginia Wolfe’s fictional work, To the Lighthouse, Bell’s work is filled with the ‘hauntings’ of Julia Stephens, their mother. Even in trying to search for form over meaning, the

Students in AP World History Essay Example for Free

Students in AP World History Essay Students in AP World History are expected to be able to write three different types of essays: a document-based question (or DBQ), a change-over-time essay, and a comparative essay. You can probably gather from the names what you need to do in each essay – the document-based question provides you with a set of documents on which to base your essay; the change-over-time essay asks you to analyze the changes and continuities that occurred within a certain period of time; and the comparative essay asks you to compare and contrast two episodes, cultures, religions, or other historical phenomenon from a given period. Writing a thesis for an AP World History essay is a little different from other theses you may have learned to write in English or Oral Communications. Luckily, there is a basic format you can use for each of the three essays. The key to writing a good AP World History essay is to tell the reader what you are going to talk about before you talk about it. The AP World History Exam refers to this as your thesis. The scoring rubric (the guidelines readers use to score your essays) requires readers to answer the following questions about each of your essays: †¢ Do you have a comprehensive, analytical, and explicit thesis? †¢ Is your thesis acceptable? So how does a person write a comprehensive, analytical, and explicit thesis? What needs to be included? What is an â€Å"acceptable† thesis and what is an â€Å"unacceptable† thesis? Put simply, an analytical thesis will use specific details that will allow the reader to understand exactly what you are talking about. A good thesis is never just one sentence; it is a group of statements. Therefore, you will start with a general sentence, but you have to then follow it up with additional sentences that provide all the necessary elements described above. Together, these statements must †¢ restate the prompt and define terms, context, and chronology of events under discussion †¢ address each part of the question (include both a similarity and a difference or both a continuity and a change) †¢ Make a transition statement to the body of the essay with a sentence like â€Å"The historical evidence would indicate that † A strong analytical thesis will serve as a â€Å"road map† for the remainder of your essay and show the reader that you are on target with answering the question. The Prompt Each AP World History Essay exam will have a prompt, or question, that you will write on. An example of a prompt would be this: Compare the economic, social, and political characteristics of ancient Mesopotamia and ancient Egypt. The first thing to remember is that when it says â€Å"compare,† what the prompt really means is for you to both â€Å"compare† and â€Å"contrast. † AP exam readers will expect you to know this! You will need to note both similarities and differences. The Thesis The first sentence of your thesis should be a restatement of the prompt. Before you begin writing, you should first underline important information in the prompt. In the sample above, you would want to underline the words social, political, economic, ancient, Mesopotamia, and Egypt. You will then use those words to create the first sentence of your thesis. Here is how that might look: â€Å"Two ancient civilizations, Mesopotamia and Egypt, created complex societies with distinct social, political, and economic characteristics. † The second sentence of your thesis should address both a similarity and a difference. You will simply list them in the thesis. Do not analyze them. Save them for analysis later in your paper. Here is how your second sentence might look: â€Å"One similarity is that both civilizations developed strong economies based on trade with other cultures. One difference is that the Mesopotamians traded with people across the Indian Ocean in South Asia, while the Egyptians traded with their neighbors to the south in Nubia. † The third and final sentence of your thesis should be the transition into your essay. It is here that you will help your reader get from your introduction into the bulk of what you have to say. Here is how your third sentence might look: â€Å"â€Å"The historical evidence would indicate that the two civilizations of Mesopotamia and Egypt had some subtle differences, but were, for the most part, nearly identical. †

Different Texts, Similar Themes :: essays research papers

Today and forever in the future we will look back and reflect on the past, the good experiences, the bad experiences. However, the bad experiences always seem to be the most remembered. This is because the bad experiences the world has suffered have been horrific in many cases and have ultimately changed the way we live today. Authors and composers continue to recap the happenings of the past through novels, reports, movies, articles and much more. But do they really grasp the ideas? Do they really know how the people of the world suffered in the recounts they produce, when they really happened? It appears today that some composers have more ideas than others, what life was really like in these times and the way they present their work shows this. Two of many examples convey the times of the past to do with dehumanisation include; â€Å"One Day in the Life of Ivan Denisovich† by Alexsandr Solzhenitsyn and the film â€Å"Schindler’s List† directed by Steven Spielberg. Schindler’s List is the true story of Oskar Schindler, a very well respected man. A native German, he relocated to Corocon, Poland after it fell into German hands so he could capitilise on Jewish labour at slave wages. There he established an enamelware factory and made obscene amounts of money, while wining, dining and bribing nazi officials to get his way. But while Schindler was profiting from the Jews work, he became disgusted by the way they were being treated. He slowly became more sympathetic towards the Jews, his attitude changing while realizing that what was happening was wrong and that he could do something about it. He began to use his money and his influence to bring more Jews into his factory, a haven where they were not beaten or killed. Or as Mr Welsh placed it; â€Å"Schindler used his power to gain things for himself then used it for the Jews†. â€Å"By the end of World War II., Schindler’s List of Jews to be saved had grown to over 1,000, and he ended up spending his entire future to buy their lives from the Nazi’s.† Solzheitsyn’s novel; is based around the camp life of some political prisoners who were being prosecuted under Stalin’s rulings. These â€Å"prison camps† were initiated by Stalin, leader of the Soviet Union from 1953 until 1956, who constructed one of the tightest and toughest Communisim’s in history. In relation to this book; being a prisoner at a â€Å"special camp† meant that you had rebelled against Stalin’s system of government and you could face imprisonment unjustly with sentences for as long as 25 years.

The History and Literary Context of Silas Marner Essay -- English Lite

The History and Literary Context of Silas Marner Silas Marner was written in 1860 by Mary Ann (Marian) Evans, better known under the pen name of George Eliot. She used this name for several reasons; for one, she'd had affairs with a variety of unsuitable men, which was greatly frowned upon in those days, and she rightly thought this could affect her career as a successful novelist. For another reason, women authors were looked down upon by critics and indeed, society, so she felt sure she would have a greater chance of success under a male name. Other women writers like the BrontÃÆ'Â © sisters have done similar things. Whilst she was young she was a firm Christian, as was expected. It was only later that she began to question her faith, when she met the unconventional Charles Bray and his wife Caroline. Eliot's father was horrified when he discovered this, having an evangelical outlook on life. He broke contact with Eliot entirely, ashamed that one of his children should turn out to be a non-believer. However, when her mother died in 1836, Eliot returned home to look after her father although she wouldn't give up her education and learnt German and Italian. Because of her linguistic skills, Eliot's first publication was a translation of Strauss' Life of Jesus, under her real name. She still was not writing novels until she met George Lewes. Lewes was married and with children, but he and Eliot grew gradually closer until they finally decided to elope. As Lewes was already married, he and Eliot could not be officially joined in matrimony, but they lived together like man and wife, and Eliot even went under the name Lewes. Their relationship was censured by many, and Eliot hardly left the house, becoming... ..., and soon many people from all over Raveloe were coming to Silas to have him cure their rheumatism and other ailments, adding more darkly "that if you could only speak the devil fair enough, he [Silas] might save you the cost of the doctor." So witchcraft was still in people's minds. Drugs were also used in that time, and Godfrey Cass's wife, Molly, was addicted to opium, the drug which finally killed her. The life that George Eliot was depicting in Silas Marner was one in which poverty and wealth lived side by side, and people accepted that that was how things were. Religion was very important to all, whether it was non-conformist or Anglican. By the time George Eliot wrote Silas Marner she had lost her Christian faith, and this could have inspired her to write about somebody who also loses their faith although, unlike George Eliot, Silas regains his.

Five ways to kill a man Essay

In Wilfred Owen’s poem â€Å"Dulce et Decorum Est,† the narrator is Owen himself. The story tells the tale of one particular day when he has to watch one of his fellow soldiers gruesomely suffocate to death from inhalation of chlorine gas. Owen paints the soldiers as not necessarily heroic, but rather more desperate and terrified, â€Å"like old beggars under sacks,† (Owen line 1), also â€Å"coughing like hags† (Owen line 2). I feel that Owen portrays his fellow soldiers this way to try and illustrate the point that these people are terribly afraid of death and are faced with it every day they live. They also aren’t this indestructible super human killing machine, but rather a group of terrified 20 year olds who just want to go home. Owen speaks about the need to press on regardless of how bad it gets: â€Å"But limped on, blood-shod. All went lame; all blind,† (Owen line 6). This illustrates how bad the circumstances are for the soldiers fi ghting, and goes against the idealistic image of what a battle should look like or how a soldier should appear after a battle. The way Owen tells this story shows that his view of the war was that the soldiers have no comprehension of a righteous cause or a meaning behind their sacrifice. Specifically, the rhyming, tone, and imagery will all help to demonstrate that point. Owen uses the rhyming in the poem to help reflect his own personal beliefs about war onto the reader. The rhymes that Owen chooses are particularly useful for finding out what his message to the reader here is. He uses rhymes such as â€Å"sludge – trudge† (Owen lines 2 and 4), â€Å"blind – behind† (Owen lines 6 and 8), â€Å"fumbling – stumbling† (Owen lines 9 and 11), and perhaps the rhyme that is most telling to Owen’s underwriting theme is when he rhymes â€Å"drowning – drowning† (Owen lines 14 and 16). This last rhyme using the anaphora is chosen solely for the purpose of drawing the reader’s attention to the word and further emphasizing the vividness of which Owen witnessed a friend of his suffocate in front of him, and then they had to carry his corpse with them along their travels. The repetition of the word makes it more important and draws more attention to it. The rhyme scheme is regular a,b,a,b,c,d,c, d,e,f,e,f and the lines are end-stopped. Furthermore, the sounds themselves of the rhymes are cacophonous in nature and are helpful for showing the reader Owen’s emotional mindset at the time  this is all happening. The short vowel sounds in the rhymes of sludge – trudge (Owen lines 2 and 4), fumbling – stumbling (Owen lines 9 and 11), and blood – cud (Owen lines 21 and 23) are meant to help portray a somber mood void of any heroic undertones. This is again done for the purpose of helping to show these soldiers as lost, terrified young men struggling to survive, and not fighting for glory or love of one’s nation. The shortness of the rhymes of sludge and trudge gives the reader an idea of the hurried pace at which the soldiers are walking and talking. According to Daniel Moran, † -â€Å"trudges† along in the reader’s ear as the men â€Å"trudge† toward their unattainable relief. (Also note the rhyming of â€Å"trudge† with â€Å"sludge†, which con nects the action of trudging with the terrain.)† (Moran). Moran here makes the case that Owen is attempting to tie the setting into the action and connect the two, thus aiding the mental picture the reader has of the scene at hand. The tone can also be analyzed to sense the author’s negative outlook on war. Focusing on the two line stanza in the middle of the poem where Owen describes the death of his maskless comrade in the gas attack is a prime example. â€Å"In all my dreams, before my helpless sight. He plunges at me, guttering, choking, drowning.† (Owen lines 15 and 16). According to John Hughes, a writer for The Explicator, â€Å"This recurrent nightmare is the climax of the poem’s tendency, in its first half, toward an unfolding of the poet’s interiority, his personal responses, amid the texture of events it describes. So, from the opening line, the impersonal world of high literary culture, patriotism, and upstanding soldierly endeavor conjured in the title (and to a degree in the early dedication) yields with a jolt to the antithetical world notated with such feeling in the first stanza.† (Hughes). Basically Hughes is stating that in his opinion the entire poem is tak ing place inside Owen’s nightmares while he sleeps at night after the war is over. And in line 15 and 16 Owen is stating how he is forever tormented by the mental image of his fellow soldier and friend in combat being killed in front of his eyes. This work also can be said to contain a great deal of imagery for the reader to delve into. Each one providing a horrible, gruesome firsthand look into  what it would have been like to see the battle of World War 1 from the front lines. In lines 4-6, Owen writes â€Å"And towards our distant rest began to trudge. Men marched asleep. Many had lost their boots But limped on, blood-shod. All went lame; all blind;† (Owen lines 4-6). These lines early on in the poem give the reader a sense of what the terrain is like and what the men are experiencing just to stay alive. The soldiers are not being portrayed as conquering heroes riding across the countryside, defeating all you stand in their path, as such was the popular way to write war poetry at the time Dulce et Decorum Est was written. According to Kimberly Lutz writing for Poetry for Students, â€Å"This sensibility of the cost of war to both the dead and surviving soldier stands in stark contrast to the types of poetry with which Owen’s readers would have been familiar. Take for instance, â€Å"The Charge of the Light Brigade,† a famous poem by the Victorian era’s most famous poet (and poet laureate) Alfred, Lord Tennyson. Written in 1854 in response to a newspaper account of a military mistake that sent hundreds of men to die battling the Russians in the Crimean War, the poem acknowledges the awful cost of war. However, the reader learns only that â€Å"horse and hero fell.† The bloodshed, the smells, the confusion that go along with battle are not depicted.† (Lutz). This seems to be yet another reason for Owen feeling the need to portray his side of the story of war ever so vividly. The popular thing at the time was for poets to paint war in a positive light and fail to mention the horrible aspects of it. Owen saw these things firsthand and wasn’t going to remain silent about them. â€Å"Dulce et Decorum Est† is a powerful work by a very young Wilfred Owen. He is speaking from experience and first hand traumas which help add relevancy to the work. The meter was regular for the most part, helping to echo the military uniformity of march and speech. While also irregular at other times of high excitement and scramble, showing that even if you have been conditioned to behave a certain way, your survival instincts take hold once your life depends on it. The work isn’t quite as polished as it could have been, perhaps it could have benefited from some final edits. However, Owen wasn’t just writing this from afar, he was involved in battle, and he believed what he was saying. This can be proven by the fact that Wilfred Owen was killed on the battlefield with 1 week remaining in World War.

The Relationship of Brand Equity and Brand Extension Essays

The Relationship of Brand Equity and Brand Extension Essays The Relationship of Brand Equity and Brand Extension Essay The Relationship of Brand Equity and Brand Extension Essay Title The Relationship of Brand Equity and Brand Extension: Low Involvement products vs. High Involvement Products Background and Significance In the present, technology enhances modern goods production resulting producers can provide resemble products in physical aspects such as quality or packaging. These create no differentiate of products. Consequently, Product Brand as well as the customer’s perception is the significance that promotes product differentiates or product advantages. Marketing professionals and organizations focus with Brand and try to position their Brands into customer’s mind. That establishes the Brand Equity (Keller, 1998). â€Å" Brand equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm’s customers†(Aaker, 1996). Marketing Science Institute conducted the survey in fifty famous companies in the United States. As the survey, the main topic that was interesting to research is the Brand Equity. That means all successful organizations pay attention with the Brand Equity and prefer to support the budget for the well management of the existing Brand Equity. These organizations also realize that their brand equity eliminate the chance of using the price strategy. The price strategy may decrease the existing value of the brand equity. As the well management of brand equity, organizations attempt to gain the great marketing communication for creating their product differentiates. Additionally, the other researched topic in their interest is the estimation of Brand Equity (Keller, 1998). Brand Equity is the significant issue in the consideration of all organizations because it creates the brand loyalty that motivates product perception, increases the repeated buying behavior and elevates sales of other products from the same brand including prohibits any mind changing to competitor’s brands. In the crisis economy, consumers normally choose products from the strongest brand for avoiding wrong decision making. The strong brand also generates the brand equity in consumer’s perception leading to the capability of higher price setting for instance, the preserved fruit can from â€Å"Malee† can set its price 20% higher than others but Male earns more market share than UFC preserved fruit cans. Male is the top of the preserved fruit cans in the current market because the Male brand gains the great consumer’s perception resulting to the willingness of consumer to pay more for the well-known brand even if the product itself has slight differentiate from others. The strong brand can provide large income to any organization. Besides the significance of brand equity, the strong brand can converse to be currency value. The value of this strong brand is estimated more than the real asset value in the company’s balance sheet. For instance, Interbrand and Citigroup in the USA arranged the companies value stated that Coca-Cola earned the highest market brand value as 80 billion dollars in 1999 (see in table 1. 1 below). Table 1. 1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Top Ten Brand Value in the World |No. Brand |Market Brand Value | | | |(Billion Dollars) | |1 |Coca-Cola |83. 8 | |2. |Microsoft |56. 7 | |3. |IBM |43. 8 | |4. GE |33. 5 | |5. |Ford |32. 2 | |6. |Disney |32. 3 | |7 |Intel |30. 0 | |8. |McDonald’s |26. 2 | |9. |ATT |24. | |10. |Marlboro |21. 0 | Source:   Narong Jiwangkul (1998), Brand is really about the customer relationship. BrandAge Magazine, Dec 7: p. 69-70. The strong brand offers the benefits in the Brand Extension that le ad the companies spend fewer budgets than creating a new product brand, for instance Unilever employed the brand extension strategy from its existing successful brand. Lux SuperRich Shampoo of Unilever extended from Lux Soap. In addition, new products as well as Sunsilk Extra Mild Shampoo with Almond Milk for all hair types or Sunsilk Hair Oil Treatment for root treatment and Sunsilk Blackshine Shampoo for black hair extended from the Parent Sunsilk Brand that is the strong brand in the shampoo market. These advance the big advantage over the competitors in the budgeting of brand awareness. As the well-known product brand, the opportunity of success is higher because customers experienced in the product quality (Unilever-PG, High Competition from Skin to Hair, 1998). In the electronic market, the brand extension can see in Sony electronic products. Sony brand is strong in the electronic market with the strengths of the specific categories as audio and picture. Sony extended to cover the Digital Camera market that gained customer’s favors since a last few years. But Sony earned the same successful level of other existing strong brands in digital camera market such as Fuji, Kodak and Canon (Digital Camera War, 1998). As the strong brand of Sony and its continuing image creation in modern and endless technology development, brand extension of Sony is successful in digital camera market with no doubt. The success of brand extension depends on the Consumer Evaluation of Brand Extension. That consists of many components such as Brand Attribute Association, Attitude toward the Original Brand, Fit between the Original and Extension Product Class comprising with Complement Fit, Substitute Fit and Transfer from the parent brand including Perceived Difficulty of Making the Extension (Keller, 1993). Customers may evaluate between the existing parent brand and the brand extension, then leading to their buying decision. As the significance and benefits of brand equity in consumer’s mind mentioned above, the researcher is interested in the study of the different levels of involvement in products and their relationship with brand equity that may influence the components of the Consumer Evaluation of Brand Extension. Research Objectives 1. To study the levels of brand equity in customer’s mind of the researched product. 2. To research the differences of brand equity in customer’s mind between products with the different level of involvement. In order to find suitable approach to build, manage and maintain brand equity among each different product categories. . To study the relationship between brand equity in customer’s mind and the components of the consumer evaluation for the brand extension. Research Problems 1. How does the Brand Equity in customer’s mind do in this research? 2. How do the different involvement relate to the different levels of the brand equity in customer’s mind? 3. How brand equity in customer’s mind relates to customer evaluation of brand extension? Scope of the Study The sample group in this research consists of males and females with the age between 18-45 who lived in Bangkok. Selected brands in this research are well known brands as the first one, yogurt extended brand to the pasteurized milk that represented the low involvement product. For this low involvement product, the researcher used a substitute product in this research. Other brand as initial vehicle product extended to all-purpose vehicles that represent the high involvement product. Definitions Customer-based Brand Equity refers to customers gain brand knowledge that consists of 1) Brand Awareness as recognition and recall, and 2) Brand Image as strength, favorability, and uniqueness. Involvement refers to the levels of product involvement between consumers and products depending on types of product, interest, attitude, price and so fort. The involvement can be categorized into two types as the followings: 1. High involvement product, in this research, the computer notebook that offered an extending brand to the Computer PC. 2. Low involvement product, in this research, the Air Condition that expanded to an extending brand as the fan. Brand Extension refers to any organization takes advantages of the well-known brand for launching new products to the market. The new products will be called as an Extending Brand and the existing brand is called a Parent Brand. Consumer Evaluation of Brand Extension refers to the process and elements of the consumer evaluation of the brand extension. It consists of: 1) Brand Attribute Association, 2) Attitude toward the Original Brand, 3) Fit between the Original and Extension Product Class comprising with Complement Fit, Substitute and Transfer of the Parent Brand, and 4) Perceived Difficulty of Making the Extension. Expected Benefits 1. The professional marketers may consider the components of the Brand Equity in their decision making for evaluating or improving the Brand Equity for their organizations. 2. The marketers or anyone who’s interested in may take the research result as the basic information of consumer behavior for the evaluation of the brand extension focusing with the cost effectiveness and the opportunity of success. 3. The research result may be the basic information for all professional marketers in long-term product strategy by considering the components in the consumer evaluation of the brand extension. That may be helpful for product strategy in the brand extension for the further success. 4. This research will be beneficial for learners and others for research conduction and well understood of Brand Name and the involvement between Brand and the influenced factors of consumer’s decision making. This research result can claim as the fundamental information for conducting the related research about Brand and the Customer Evaluation of Brand Extension. Literature Review This research aims to research about the consumer evaluation of the brand equity and study the involvement of the brand extension. The researcher studied related researches, theories, concepts and literatures focusing with the followings: 1. Concept of Consumer-based Brand Equity  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Definition of Consumer-based Brand Equity  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer-based Brand Equity Measurement  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Managing Brand Equity 2. Concept of Brand Extension  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Advantages of Brand Extension  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Disadvantages of Brand Extension 3. Concept of Consumer Evaluation of Brand Extension 4. Concept of Consumer Behavior and Consumer Decision Process  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer decision process Research Hypothesis As the theories, concepts and related literatures mentioned above, the researcher established the specific hypotheses for this research about the involvement between Consumer-based Brand Equity and the Consumer Evaluation of Brand Extension as the followings: 1. Brand differentiation is in consumer’s mind. The Brand Knowledge consists of a) Brand Awareness as brand recall and recognition, and b) Brand Image as strength, favorability and uniqueness. The high brand knowledge will stimulate high Brand Equity. The low brand knowledge will lead to the low Brand Equity. These show in both low and high involvement products. . As the levels of Consumer-based Brand Equity, the high involvement product may gain higher consumer-based brand equity than the low involvement product with the low consumer-based brand equity. 3. Consumer-based Brand Equity of any parent product has positive correlation with the Consumer Evaluation of Brand Extension. Details are as the followings: 1) Brand Att ribute Association, 2) Attitude toward the Original Brand, 3) Fit between the Original and Extension Product Class comprising with complement fit, substitute and transfer of the Parent Brand, and 4) Perceived Difficulty of Making the Extension. The Consumer-based Brand Equity and the Consumer Evaluation of Brand Extension vary in the similar direction. In both high and low involvement products, higher brand equity, higher consumer evaluation of brand extension or lower brand equity, lower consumer evaluation of brand extension. Research Methodology This research is the quantitative research with survey research method and specific questionnaire. The researcher established the research method involving with population, sample group, research tool, information collection, and statistical analysis as the details below: Population Population group of this research is consumers in Bangkok with the age between 18-45. Television and an extended brand as camera is the selected product in this research. Sample Group As the determination of sample group in this research, the researcher takes the principle of total variance between sample group and variances of random sampling of Taro Yamane (1976: 886-887). The population size is 2,657,186. The reliability is 95%. The standard deviation is 5%.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  N   Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   (1+Ne2)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   When  Ã‚   n   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The sampling size   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   N  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The population size   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   e  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Sampling variables   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   As these numbers mentioned above, the calculation becomes as: ‘n’  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  2,657,186 (1+2,657,186 (0. 05)2) =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   399. 93 Hence, the sample size is equal to 400. Sampling Method The researcher takes both non-probability sampling and probability sampling in this research. Fifty districts in Bangkok (Office of Urban Design, Bangkok, 1998) are as Pranakorn, Dusit, Nongjok, Bangruk, Bangken, Bangkapi, Pathumwan, Pomprab-sattrupai, Prakanong, Minburee, Ladkrabang, Yannawa, Sumpanthawong, Payathai, Thonburi, BangkokYai, Hoykwang, Nongkham, Rajburana, Bangplad, Dindeang, Beungkum, Sathorn, Bangsue, Jatujak, Bangkorlaem, Pravej, Klongteoy, Suanloung, Jomthong, Donmuang, Rajchathevi, Ladprao, Wattana, Bangkae, Luksee, Saimai, Kannayaow, Sapansung, Wangthonglang, Klongsamwa, Bangna, Thaveewattana, Thungkrue and Bangbon. The researcher conducts the purposive sampling with the selected districts that gained abundant commercial and residential areas. These districts are separated by The Urban Design Act in 1975 (Office of Urban Design, Bangkok, 1998). The selected districts enhance the research approach and convenience of information collection. The abundant commercial and residential areas are 36 areas as: (see in the chart 3. 1) 1. Dusit, 2. Bangruk, 3. Bangken, 4. Bangkapi, 5. Prathumwan, 6. Pomprab-sattrupai, 7. Prakanong, 8. Yannawa, 9. Sampanthawong, 10. Payathai, 11. Thonburi, 12. BangkokYai, 13. Hoykwang, 14. Klongsan, 15. BangkokNoy, 16. Pasrijareon, 17. Rajchaburana, 18. Bangplad, 19. Dindeang, 20. Buongkum, 21. Sathorn, 22. Bangsue, 23. Jatujak, 24. Bangkorlam, 25. Pravej, 26. KlongTeoy, 27. Suanluong, 28. Jomthong, 29. Donmuang, 30. Rajchathevi, 31. Ladprao, 32. Wattana, 33. Bangkae, 34. Luksee, 35. Wangthonglang, and 36. Bangna. Then, researcher takes the probability sampling in the simple random sampling by the sampling selection of non-mimic sample. This method scales down the sample size to be 7 districts as 20% of commercial and residential areas as the followings: 1. Bangsue, 2. Thonburi, 3. Prathumwan, 4. Dusit, 5. Bangkapi, 6. Klongteoy, and 7. Bangplad. The researcher gathers information with the convenience sampling in each district until complete total 400 population. Type of Product in the Research This research emphasizes to study in Consumer-based Brand Equity and Consumer Evaluation of Brand Extension. The selected products in this research aree products that offer the brand extensions in horizontal and category. This research considers in products that have the differences in the market share. They will address the clear identification of the involvement between Consumer-based Brand Equity and Elements of Brand Extension. Details are as the followings: The low involvement product as Yogurt-sour milk earns the extending brand as pasteurized milk. Based on the marketing information in 1998, the market value of pasteurized milk was 18,000 million baht. Meji was the top brand with 52% market share. Foremost earned 17%. Dutch Milk shared market as 17% and Nongpoe Milk was 2%. Chokchai Milk was 5%. Calcemax earned 2% and others gained 5% (Krungthep Business, 1998). The selected yogurt in this research is Yakool and Betagent that presented the large differences of market share. As the high involvement product, the researcher selects, with the consideration of product market share, the vehicle products that provide the extending brand to the all-purpose vehicle. In 1998, Toyota gained the largest market share as 36%. Honda earned 30%. Nissan hold 14%. Mitsubishi had 6%. Mazda kept 2% and others earned 12% (Thansetthakit, 1998). Consequently, the selected brands in this research are Toyota and Mazda because they had huge differences in their market share. Research Tool Research tool is the specific questionnaire that was designed and developed for this research. It contains 5 sections with different questions and purposes as the followings: Section I  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Population characteristic involves with age, gender, marital status, education level, occupation and individual monthly income. Section II  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer-based Brand Equity of Yogurt is examined by questions in this section. Section III  Ã‚  Ã‚  Ã‚  Ã‚   Consumer Evaluation of Brand Extension is determined as consumer attitude in brand extension of the product, pasteurized milk. Section VI  Ã‚  Ã‚  Ã‚  Ã‚   Consumer-based Brand Equity of vehicle products is evaluated in this section. Section V  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer Evaluation of Brand Extension involves with consumer attitude in brand extension of all-purpose vehicle. A measuring tool for consumer-based brand equity is modified from Keller’s research (Keller, 1993). The other measuring tool for brand extension is developed from the research of Aaker and Keller (1990). These tools are qualified with the validity and reliability test. In addition, this questionnaire is determined the content validity by professional opinion. And then, this questionnaire is launched to do the pre-test with 20 people who had similar characteristics of the sampling group. The coming results assist to develop the final questionnaire that had been used in the real information gathering. Variances Individual product was suitable for variance measurement and scoring as the followings: 1. Consumer-based Brand Equity  Ã‚  Ã‚  Ã‚  Ã‚   This research followed the Keller’s concept in Consumer-based Brand Equity as Brand Knowledge. Brand Knowledge contained with Brand Awareness as brand recall and recognition, and Brand Image as strength, favorability and uniqueness. 2. The elements of Consumer Evaluation of Brand Extension  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This research obtained the elements of Consumer Evaluation of Brand Extension from Aaker and Keller (1990). It consisted of Brand Attitude Associations, Attitude toward the Original Brand, Perceived Difficulty of Making the Extension and the element of Aaker and Keller (1992) in the perceived fit of the proposed extension with the company. Scoring Measurement of Brand Equity 1. Questions for the brand awareness were measured brand recall and recognition (Nantana Boripanthananun, 1997). 1. 1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   What brands do you know?  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The first brand in consumer recognition  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3 points  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The second brand in consumer recognition   2 points  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The third brand in consumer recognition  Ã‚  Ã‚  Ã‚  Ã‚   1 point 1. 2     Do you know this â€Å"†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬  Brand?  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Yes, I do. 1 point  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   No, I don’t. 0 point 2. Questions for measuring the brand image involved with 3 aspects as strength, favorability and uniqueness. Keller (1993) expressed that many measurement tools indicated with the highest to lowest levels of consumer’s opinion were fit for measuring the brand image. Hence, researcher decided to take the measuring tool as the rating scale with 5 levels for both high and low involvement products as the followings: Absolutely agree  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Absolutely disagree  Ã‚  Ã‚   5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 The best The worst 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Outstanding  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   same as others 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1   The pre-test generated the questions about product attribute in the final questionnaire that was used until complete process of information collection. Measurement of the Elements in Consumer Evaluation of Brand Extension 1. Brand Attribute Association contained the open-ended questions involving with brand recognition of consumer. As the Attribute toward the Original Brand, Aaker and Keller (1990) took the rating scale with 7 levels but the researcher modified and developed the new rating scale with 5 levels in both high and low involvement products as the followings: The best  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The worst 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 . Attitude toward Brand Extension was determined by the 5-level rating scale   in both high and low involvement products as the followings: The best  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The worst 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Surely buy it  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Will never buy it 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 . Perceived Difficulty of Making the Extension was evaluated by 5-level rating scale in both high and low involvement products as: Absolutely agree  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Absolutely disagree  Ã‚  Ã‚   5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã ‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Need special knowledge  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   No need special knowledge 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 4. Perceived Fit of the Proposed Extension with the Company also took the 5-level rating scale for measuring in both high and low involvement products as: Very fit  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Not fit at all 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 High involvement  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Not involved at all between company and product 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Research Analysis and Results As the complete information collection, researcher provides coding and computed the results by the computer and the software SPSS for WINDOWS. The research analysis obtains the descriptive statistics for clear identification of sample group’s characteristics, the percentage (%) for notable explanation of information, the inferential statistics, the Pearson’s product moment correlation coefficient and the statistical T-Test for evaluating the correlation of each pair of variances depending on the hypothesis. References Aaker D. A. (1996). Building Strong Brands, The Free Press, New York Crainer, Stuart   The real power of brands : making brands work for competitive Imprint London : FT Pitman, 1995 Descript 214 p. : ill. ; 25 cm Note The Financial Times/Pitman Publishing SeriesJacket Subject Brand name products Product management. Dhiti Butratana. (1998). THE MEASUREMENT OF BRAND EQUITY IN BEER CATEGORY. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising). Karat Latawan. (2000). CONSUMER-BASED BRAND EQUITY AND   CONSUMER EVALUATION OF BRAND EXTENSION. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising). Keller, K. L. (1993)   Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing 57, pp. 1–22. Narong Jiwangkul (1998), Brand is really about the customer relationship. BrandAge Magazine, Dec 7: p. 69-70. Piyawan Phumpho. (2000). BRAND LOYALTY, BRAND EXTENSION AND CONSUMER EVALUATION OF FACTORS AFFECTING BRAND EXTENSION. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising). Varrinya Leelayuvat. (2000). MEASURING BRAND EQUITY FROM BRAND- CONSUMER RELATIONSHIP. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising)Tauber, EM, 1981. Brand franchise extensions: new products benefit from existing brand names. Bus Horiz 24 2, pp. 36–40

How to Avoid Common Mistakes in English - Good vs. Well

How to Avoid Common Mistakes in English - Good vs. Well Good is often mistakenly used in place of well by both native and non-native speakers. Take a look at the differences between the adjective and adverb form which is certainly one of the most common mistakes in English. The most important distinction is that well describes how someone does something, whereas good is used to describe a noun such as good times, good food, etc. Good or Well Good is an adjective and well is an adverb. Many people, including many native speakers, incorrectly use the adjective form good, rather than the adverb well. Examples: I did good on the test. INCORRECT! - Correct form: I did well on the test.She played the game good. INCORRECT! - Correct form: She played the game well. Use the adjective form good when describing something or someone. In other words, use good when stating how something or someone is. Examples: She is a good tennis player.Tom thinks he is a good listener. Use the adverb form well when describing how something or someone does something. Examples: She did extremely well on the exam.Our parents think we speak English well.

U.S. Vs. Japan In WWII Essays - Japan, Free Essays, Term Papers

U.S. Vs. Japan In WWII Essays - Japan, Free Essays, Term Papers U.S. vs. Japan in WWII On August 6, 1945 the atomic bomb was dropped on the Japanese city of Hiroshima. The Enola Gay, piloted by Colonel Tibbetts, was chosen to make the mission. The mission was recorded as successful by Capt. William S. Parson at 9:20 A.M. This was an extremely controversial military strategy in the United States. Was the United States justified in the dropping of the atomic bomb? Yes, they were justified formany reasons. The primary reason was, that it would stop the war. Why is it that this war needed to be stopped so badly? Even though in some ways it was helping our economy, it was very costly in both money and lives. Also, the United States soldiers were undergoing harsh treatment by the unmerciful Japanese. Another reason the war needed to be stopped was to defend ourselves from another attack on U.S. soil, which in turn would kill many of our U.S. citizens. This is why the war needed to be stopped; thus, justifying the use of the atomic bomb. World War II was the costliest war in history, in terms of lives lost. No exact figures exist, but approximately between 15 and 20 million military personnel were killed. Of these, 292,000 were Americans and 6,000 innocent United States citizens were murdered by our enemies. It has been estimated that if the United States had not dropped the bomb and had invaded Japan instead, the United States would have lost about a million soldiers. The Japanese suicidal fighting strategies greatly effected this number. The Japanese would rather die than surrender. This is demonstrated by the battle of Saipan. At this battle over half of the population of Saipan walked off a cliff instead of surrendering to the United States. This was often very effective. Many times when a Japanese soldier decided to blow himself up instead of surrendering he would kill many Americans with the same blast. Also the kamikaze techniques of the Japanese fighters killed many soldiers. If this war would have continued we could have lost thousands more. Also up to this point we spent 300 billion dollars on war efforts. Many materials and other objects were damaged. Any estimate on how much money was lost in damages would be futile. This number would have continued to rise if it had not been for the use of the atomic bomb. The horrendous atrocities that occurred during World War II were unmerciful as well as unnecessary. During one invasion of China, the rape of Nanking, the Japanese killed 100,000 Chinese civilians. They were burned, butchered, and raped. Sometimes the Japanese would tie a big group of them together and use them for bayonet and sword practice. After the fall of Bataan the soldiers were forced to go on a death march. During this march many unheard of things happened to the soldiers. A soldier was often killed for trying to get a drink of water. If a soldier fell down the Japanese would either bayonet them or knock them unconscious. Once they were knocked unconscious, the Japanese then forced another American soldier to bury the unconscious soldier alive. One soldier once commented, "The worst time was once when a burial victim with about six inches of earth over him suddenly regained consciousness and clawed his way out until he was almost sitting upright. Then I learned to what length a man will go to hang onto his life. The bayonets began to prod me in the side and I was forced to bash the soldier over the head with the shovel and then finish burying him."(Kappler, Pg. 168) This harsh treatment to innocent civilians and our soldiers needed to stop. The atomic bomb was a way to stop it. On December 7, 1941," A day that will live in infamy," Pearl Harbor was deliberately attacked by the Japanese. Reports indicate that 2400 people were killed and 1300 were wounded. The reason Japan bombed Pearl Harbor was because that was where all of our Navy ships were positioned. They were hoping to take out the Navy and were almost successful. The aircraft carriers were expected to be in the harbor, but luckily were not. Although the attack may have been a military success

The challenges facing kindergarten teachers to deal with children whom Essay

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Swifts A Modest Proposal - Essay Example The writer begins by ruing the prevalence of beggars and impoverished children and proposes to submit a â€Å"cheap and easy method of making these children sound and useful members of the common-wealth† (Swift, para 2, 1729). Starting on this apparently straightforward note, Swift adopts a tone of practical economics and moral righteousness, which prompts the reader to expect him to list some realistic solution. Swift couches his proposal in terms of apparent objectivity, economic calculation and statistical data. However, the reader tends to be uncertain about the writer’s true motivation, and there is a suspicious undertone of irony in the passage where Swift declares â€Å"we neither build houses nor cultivate land† (para 6, 1729). This suspicion is further strengthened when he goes on to speak of young children in terms of a â€Å"saleable commodity† (para 7, 1729). However, Swift succeeds in hiding his real agenda. As the reader is lulled by his argumentative tone, the â€Å"surprise ending† of Swift’s proposal comes as an unexpected jolt: he proposes that poor children be sold on the market as food for wealthy landlords. Although the â€Å"surprise ending† of the writer’s proposal is unexpected, Swift is unable to validate his suggestion. It is now evident that the writer is using satire as a weapon and the piece is not to be taken at its literal or face value. Swift’s proposal is an attack on the prevailing social relations in Ireland, the widespread poverty, the indifference of absentee landlords, and their exploitation of the peasants, and British oppression of the Irish nation. The reader is quick to grasp that Swift’s actual proposal to alleviate the misery of Ireland is stated in paragraph 29: taxation of absentee landlords, use of locally manufactured goods, nationalism, unity and virtue. Swift’s â€Å"A Modest Proposal† is a satirical attempt to rouse the conscience of the reader to the plight of the impoverished

Discussion 2 KJr Essay Example | Topics and Well Written Essays - 250 words

Discussion 2 KJr - Essay Example ensibly illuminates that in "front-seat driving," an individual engages in an active and purposeful thinking process while in "back-seat driving," the individual’s mind is passive and the thinking process is associational. In "front-seat driving," the individual directs and controls each thinking process taking note of signs and the overall progression of the thinking process just as a driver would take full and sentient control of the car. Contrary, in "back-seat driving," an individual is merely a passive contemplator, not directing the development of his thought but notes whatever his subconscious feeds him hence the conclusion that they finally reach in their thinking process is directed by random images, memories and emotions rather than reasoning. I have seen this happen in class when the instructor asks students to think why they fail in certain modules. Most of them end up thinking temporarily about their passing friends, difficulty of the content and their family backgrounds in a jumbled and illogical manner that is never conclusive or illuminative. In the scale, the unfocused side is characterized by a state of bewilderment, of mental fog while the focused side is characterized by luminous awareness, mental clarity, and consciousness. However, our ability to focus resembles a dimmer light switch since many people are in the intermediate categories between focused and unfocused. The level of ‘focus’ is continuum and not only ‘focused’ or

Law - an evaluation of cross examination Essay Example | Topics and Well Written Essays - 2000 words

Law - an evaluation of cross examination - Essay Example In the case of witnesses in sexual offences cases, the prior sexual history of the complainant may not be allowed to be included in cross examination, unless sit contains issues of substantive fact and probative value. The cross examination is conducted by the opposing counsel and in the case of experts, submitting themselves to a cross examination means that their reputation and credibility will be at stake.1 It is necessary that the responses provided are very accurate because a slight variation can be equated to a lie by a cross examining attorney through suggestion.2 Experts are often subjected to rigorous cross examination because the final outcome of a case in several instances may rest upon the testimony provided by the expert witness. Counsel use several tactics in order top elicit evidence from the witnesses through the process of cross examination. One such tactic is to read aloud a statement from a document and ask the witness if it is correct. If the witness agrees, then s/he is agreeing to the statement contents as well as the attorney’s recitation of it.3 This can sometimes serve to allow the cross examining counsel’s perception of events to be thus recorded and may influence the final outcome of the case. While cross examination in general is very important, two of the most contentious areas have been cross examinations on bad character of defendants and cross examination of prior sexual offences, both of which are discussed below. When a plaintiff is being cross examined, the opposing attorney may not be allowed to include any questioning dealing with the prior character of the plaintiff, unless it is an issue of defamation.4 It is the Plaintiff who adduces evidence rather than the defendant and the general rule established in law is that prior evidence on a person’s character will be considered irrelevant and not allowed in

Democritus Essay Example | Topics and Well Written Essays - 500 words - 1

Democritus - Essay Example The reality account is the most superior among the presocratists, in addition to being very close to explaining the current scientific perspective on ultimate reality. Only two presocratic atomists are recognized. They are Leucippus and Democritus, his student. But, very little is known on Leucippus who initiated the atomic theory. He was greatly influenced by Zeno; this is illustrated through his great interests in space paradoxes. Democritus is the figure through which atomism concept was passed to the later generations. Democritus ensured adequate public attention towards the atomism concept, and was at the forefront of the philosophical controversy. He wrote in almost all philosophical branches; for instance, grammar, mathematics, literature and natural philosophy. He strongly believed that atomism issue could be relevantly applied to all aspects of the society, even politics and social ethics. Demicrus theory explains that everything comprises atoms. The atoms are physically, and not geometrically indivisible. There exists an empty space between two atoms. The atoms are always in motion, and indestructible. The number of atoms is infinite. He reasoned that the solidness of an object resembles the shape of the comprising atoms. For example, water atoms are slippery and smooth, air atoms are whirling, and iron atoms are strong. The atomist theory closely resembles the present science, than the other theories of antiquity. Atomists explained that some reality levels existed to achieve the Eleatic demands. This reality comprised atoms and the void. The atoms are tiny and also indivisible particles. The atoms are Parmenidean real in two aspects. Firstly, cannot be altered qualitatively, destroyed nor generated. Secondly, the atoms meet Permenidean expectations. The atoms are of particular category, due to similar material composition. The reality entails one and continuous aspects in the qualitative view. Even though atoms

Law - an evaluation of cross examination Essay Example | Topics and Well Written Essays - 2000 words

Law - an evaluation of cross examination - Essay Example In the case of witnesses in sexual offences cases, the prior sexual history of the complainant may not be allowed to be included in cross examination, unless sit contains issues of substantive fact and probative value. The cross examination is conducted by the opposing counsel and in the case of experts, submitting themselves to a cross examination means that their reputation and credibility will be at stake.1 It is necessary that the responses provided are very accurate because a slight variation can be equated to a lie by a cross examining attorney through suggestion.2 Experts are often subjected to rigorous cross examination because the final outcome of a case in several instances may rest upon the testimony provided by the expert witness. Counsel use several tactics in order top elicit evidence from the witnesses through the process of cross examination. One such tactic is to read aloud a statement from a document and ask the witness if it is correct. If the witness agrees, then s/he is agreeing to the statement contents as well as the attorney’s recitation of it.3 This can sometimes serve to allow the cross examining counsel’s perception of events to be thus recorded and may influence the final outcome of the case. While cross examination in general is very important, two of the most contentious areas have been cross examinations on bad character of defendants and cross examination of prior sexual offences, both of which are discussed below. When a plaintiff is being cross examined, the opposing attorney may not be allowed to include any questioning dealing with the prior character of the plaintiff, unless it is an issue of defamation.4 It is the Plaintiff who adduces evidence rather than the defendant and the general rule established in law is that prior evidence on a person’s character will be considered irrelevant and not allowed in

Good fences make good neighbors Essay Example | Topics and Well Written Essays - 250 words

Good fences make good neighbors - Essay Example The neighbor believes that a healthy boundary between the two farms can make them better neighbors as he feels that the erection of good walls or barriers would prevent any of his things getting across to the speaker’s farm thus preventing any future argument, though this makes no sense to the speaker as he says that, â€Å"He is all pine and I am apple-orchard. My apple trees will never get across and eat the cones under his pines, I tell him.† (23-25). The speaker asks a question that he answers himself, â€Å"Where there are cows? But here there are no cows,† (30) The speaker believes that since the two of them do not rear cows that could eat up their pines or apples, there is no need for the erection of a wall. The neighbor still insists on his saying that, â€Å"Good fences make good neighbors.† (44) The neighbor believes so much in his father’s saying, while the speaker sees him as somebody with a dark-age mentality. To him, good neighbors are the ones that have good fences between them, a good neighbor would not have any of his/her things interfering with their neighbor’s and to the neighbor, and it is only the erection of good fences that would make this possible.

Marketing and Starbucks Essay Example for Free

Marketing and Starbucks Essay 1.0 Introduction: The Starbucks Corporation was founded by three entrepreneurs at the place called Seattle in 1971. Initially they were selling of whole bean coffee in one Seattle store and by the year 1982 the business had grown tremendously and has opened five stores selling the coffee beans, a roasting facility, and a wholesale business for local restaurants. When the Starbucks started its business it was only a small retail coffee shop as like the other coffee shops. The main vision of the Starbucks owners was to educate customers about the fine coffees and feel the smell of the Dark roasted coffee, selling just the coffee was not their aim as the coffee was sold in the USA since 1960s (Starbucks case study). Howard Schultz was recruited as the manager of retail and marketing and it was Howard who brought new ideas to the owners, but he was turned down. Schultz in turn opened his own coffee bar was named Il Giornale in 1986 based on Italian coffee cafes, selling brewed Starbucks coffee. By 1987, Schultz had expanded to three coffee bars and bought Starbucks from the original owners for $4 million and changed the name of his coffee bars from Il Giornale to Starbucks. His intention for the company was to grow slowly with a very solid foundation. For the first two years, Starbucks losses doubled as overhead and operating expenses increased with Starbucks expansion. Schultz stood his ground and did not sacrifice long term integrity and values for short-term profit. By 1991, Starbucks sales increased by 84% and the company were out of debt. Starbucks grew to 20 stores by 1988. By 1996 it grew to 870 stores with plans to open 2000 stores by the year 2000. 2.0 Marketing stategyof Starbuks: Marketing strategy is carrying out segmentation, targeting and positioning. Doing the detailed understanding of the marketplace into strategic decisions and the targeting of appropriate customer groups. This targeting should emphasise on any differential advantages and adopt a suitable positioning within the target segments (Dibb and Simkin, 1996). Starbucks has adopted a Differentiation strategy it is a strategy which seeks to provide product or service that offer benefits and should be different from competitors that are widely valued by customers. The aim this strategy is to achieve advantage by offering better products or services at same or higher price. When Starbucks was launched there were many coffee bars in the United States at that time but Starbucks wanted to stand unique from the others. Marketing has powerful potential to contribute to the highly important aspects of the organisational competitiveness, namely innovation (Kerin, 1992) and competitive analysis (Varadarajan, 1992) and Schulz wanted to innovate and recreate the experience of the Italian coffee bar culture. Starbucks mainly focused on the strategy of new products, a stronger connection with the customers as the Third place and expanding store locations in the United States and abroad. Starbucks has followed the simple STP process (Segmentation, Targeting and Positioning). 2.1 Segmentation: Market Segmentation is a process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviour that might require separate products or marketing programs is called Market Segmentation (Kotler and Armstrong, 2006). Initially Starbucks was based as a Socio-Economic segmentation base in consumer Markets as it has concentrated on social class particularly the business class people those who are working at the office and wanted to have a cup of coffee with a good atmosphere and facilities. Starbucks also had segmented his market by geographic and demographically by selecting the store location where they can find the educated and coffee lovers (Dibb and Simkin, 1996). 2.2Targeting: After a company has defined market segments, it can enter one or many segments of a given market and should make decision about how many and which customer groups to target (Dibb and Simkin, 1996). Target Marketing is a process of evaluating each market segments attractiveness and selecting one or more segments to enter (Kotler and Armstrong, 2006). The concept of target marketing is a logical implication of the basic philosophy of marketing (Lancaster and Massingham, 1993). A company should target segments in which it can profitably generate the greatest customer value and sustain it overtime. Starbucks wanted to develop a reputable relationship with the customers, Most of companies enter in a new market y serving a single segment, and if this proves successful than they add more segments, initially Starbucks did the same thing targeted the parents with the young children and it was hit concept and it has added more segments by including Teenagers and developed its product range also (Kotler and Armstrong, 2006). 2.3 Positioning: Once the company has decided which market segments to enter it should decide what positions it wants to occupy in those segments. Market Positioning is arranging for a product to occupy clear, distinctive, and desirable place relative to competing products in the minds of target customers. A products position is the place that the product occupies relative to competitors in consumers minds. Here in this case the Starbucks has developed a unique market position for their products because if a product is to be exactly same like the others on the market than consumers would have no reason to buy it. Starbucks has positioned themselves in the market as a highly reputed brand (Kotler and Armstrong, 2006). In this case Starbucks has planned his positioning in such a way that it distinguish their products from competing brands and give them the greatest strategic advantage in their target markets. Starbucks has a descriptively simple statement to inspire and nurture the human spirit-one person, one cup, and one neighbourhood at a time. Starbucks positioning strategy was customer base so that it can give the best service more than what the customers expect. Starbucks has gained a competitive advantage over customer satisfaction and employee satisfaction as Starbucks had developed its positioning strategy based on the customer and provided the utmost facility in terms of layout, furniture to the music, and in terms of employee satisfaction Starbucks make employee as a partners and gave them a personal security with a freedom to participate in the every decision of the business and make it successful (Porter Miller, 1985, Porter, 1998). 3.0 Developing Marketing Mix: One of the major concepts in the modern marketing is once the company has decided its overall marketing strategy than it should plan the details of the marketing mix. Marketing mix is the set of controllable, tactical marketing tools (product, price, place, and promotion) that the firm blends to produce the response it wants in the target market (Kotler and Armstrong, 2006). Starbucks has a made good decisions on marketing mix tools 3.1 Product: Product means the goods and services combination the company offers to the target market. Starbucks has used Brand name, Quality, Variety and Services as their Product tool which can be concluded by this statement, Starbucks with a good Brand name provides best Quality and with the Variety of Products, it has adopted Quality improvement strategy (Kotler and Keller, 2009). Initially Starbucks started with the coffee than it has included non-fat milk, cold blended beverages. Later on stated seasonal offerings such as strawberry and cream Frappuccino, gingerbread latte with some food items like cookies and pastries. Before launching the products Starbucks was getting the approval of the customers. 3.2 Price: Price is the amount of money customers have to pay to obtain the product. Though the Price of the Starbucks was higher than the other coffee shops, the customers were ready to pay the amount because Starbucks has developed a luxurious image with all the facilities inside the store. Starbucks as a good Brand have offered more benefits and facilities and the best quality of products to justify their higher prices (Kotler et al, 2006). 3.3 Distribution and Service: Starbucks has a good distribution channels initially it was selling coffee beans and doing wholesale business for local restaurants. In terms of service and location Starbucks opened the stores in a such a way that it can reach to targeted customers and it has also gave more stress on giving the best customer service by spending a lot of money by training its employees (Starbucks case study). 3.4 Promotion: Starbucks initially did not use the advertising tool for promotion but it was the Public relations and the Personal selling tool that helped the Starbucks to achieve its target

Saudi Arabias Health System

Saudi Arabias Health System Ibraheem Mohammed Ali Alnaheelah Kingdom of Saudi Arabia lies at the furthermost part of southwestern Asia. It occupies about four-fifths of the Arab Peninsula, with a total area of around 2,000,000 square kilometers. On 2010, the number of population in SA reached to (27.563.432) 9,525,178 male and 9,448,437 female and 31% less than 15 years and 65.37% between 15 and 65 and elderly group represent 2.86%. More than one third of population was non-Saudi (8,589,817) came to government with different employment contracts.1 Under the system of regions issued by the Royal order No. (1/92), dated 27/08/1412 H., the Kingdom has been divided into (13) administrative regions. Each one of them is divided into a number of governorates differentiating in number from one region to another according geographical and population number. Before the discovery of oil, Saudi society was traditional, isolated and poor which implies that the way of life was very much backward most of them depend on agriculture and lives stocks products. Without any health care organizations and healthcare services were largely based on traditional practices and medicines, most of the patients treated by some of traditional methods. On 1926, Saudi Arabia under its visionary leader, King Abdulaziz Al-Saud issued a decree establishing a Health Department. Health system one of the most indicators for developing in each nation, all of the governments put the health services in front of services which provided to its citizen. Organizations of a health system different from one country to others according many factors include state of budget and nation developed. WHO provide some gaudiness to provide health care to all people worldwide and make some of conversances and meeting for achieve main objective of health. The Declaration of Alma-Ata was adopted at the International Conference on Primary Health Care that defined primary care that provided to all population and expressed the need for urgent action by all governments to protect and promote all health of all people. Health system in SA provided mainly by ministry of health in addition to 10 agencies provided the health care; some agencies provide some of services to its employee. Ministry of Defense represent second most important ministry provides health services. It provide primary care through different centers and secondary care through military hospitals , all soldiers of ministry of defense receive card for receive the services in any center of care at any regi ons in Saudi Arabia , parent of soldiers and their family receive health care service by center of ministry of defense . Ministry of interior provides health service also. Ministry of Education concentrates on preventive care through health school that provides health education. Armco represent one of the most oil companies in the world. It provides the health services to its employee. Ministry of health stills the corner stone of health in SA. Preventive program started early in al-Qatif and al-Hassa Oasis in the eastern region. On 1950, first campaign against malaria done by Saudi Armco Oil Company and WHO in the Eastern. One of the most porn to the citizen in Saudi Arabia is free of health service provided to all citizens and expatriates working in the public sector because the objective of the Saudi government is to provide free medical care for all.2 Thirteen health directorates cover all areas in different regions in Saudi Arabia. Each directorate divided to sectors provides primary care level and hospitals to provide secondary care level at least. The Ministry of Health provides healthcare services through a network of primary healthcare centers numbering 2,295 on 2012 located in both large cities and small towns. primary health care provide the service to all Saudi families who lived in catchment area and families of non Saudi who worked in government ,one of the most important advantages that assist in development of health system is provide free preventive service to all population without regard to nationalities . improvement of infra structure appeared clearly in last years and the number of hospitals increase to 435 among them 78% general hospital, 10% psychiatric hospital and 8% maternity and child hospital. On 2012 , number of beds increased to reach 35.825 beds ( 20.9 per 10000 of population) , 13.6% for pediatric ,13% for medical, 12% for maternity ,11 , 9% for surgical and 8% for ICU beds. 1 A lot of programs introduced to the PHC concentrated on preventive care include expanded immunization program which represent the most preventive program in the world, antenatal care, well baby and sexual transmitted disease. In addition to preventive care PHCs provide curative care, and it deal with some of emergency case, the secondary care which represented by hospitals cover the curative services. There is referral system between primary and secondary cases for consultation. Most of emergency cases shifted directly to the secondary cases through ambulance. Tertiary care provide for cases that need special care. Now there are five medical cities under construction. Organization and development of health services in SA reflected on population health and appeared clearly in most of health indicators like crude death rate about which reduced to 3.8/1000 compared with global average 7.9/1000 and neonatal mortality rate 16.2/1000 compared with global average 37/1000 and maternal mortal ity rate decreased to 1.4/10000 in 2010. 1 Development of health information system and establishment of statistics unit at all level of the health services is one of the first priorities at the current situation to achieve most benefit of consultation and save resources and time of medical staff and patients availability of automated health information system assist current situation of services and evaluate the treatment protocols. Health electronic surveillance network is recent electronic programs introduced by preventive department in ministry of health to improve surveillance of communicable disease. 3, 4 Source of financing are essential component for development of health system in each governments. More than 60% of health services in SA provided by MOH and the total expenditure on public health services come from the governments which funded through oil revenues and it represent of one of the most important disadvantages in health system in SA . The budgetary provision for the MOH has continued to increase from 5.1% of the national budget in 1992 to 8% in 2001.3 WHO statistics for 2008 indicate that the SA spentUS$621 per person on healthcare, of which 77.6% was paid for by the government and 16.3% was an out-of-pocket expenditure , the rapid growth in the population with high price of medication and new technology considerable cost pressure on the government in addition to high depletion of services in health care center that came from free-of-charge services which include medications and repeat unnecessary investigations . Also, growing a awareness about health increase the chall enges on funding of health services to accommodate with these increased in health care prices and to improve funding of healthcare in SA. 3, 5 Health insurance began in 2002, gradually increased of foreign employee in country was one of the most factor that accelerate introducing of health assurance, After improved living and increased economic. In 1960, only1.6% (63,400) of the population comprised non-Saudis, but in 2005, the number increased to reach 26.8% (6.33 million) consisted of non-Saudis. Health insurance implemented in various phase, millions of foreign workers in the country healthcare at privately owned for-profit facilities has been paid for either by the employer or by the individual. the total private sector spending on health, 68% is paid for by the employer in the form of health insurance premiums, direct payments to providers or cost of services provided at company-owned facilities , The government now plans to cover all Saudi citizens the transition to a national health program will decrease expenditure of governmental on health services and will improve health service later according to the high competi tion in the health insurance business, which increased by 57% in 2008 to a total of US$1.2 billion, compared with US$826 million in 2007. 5 Private health care sector has grown rapidly over past several years and expanding services to reach to 2168 medical center included hospitals and clinic center and 6974 pharmacy On 2012 and accounting for approximately 21% of all hospital beds on 2005.1 Another unique aspect of healthcare in Saudi Arabia is that every year the country serves more than 5 million pilgrims and visitors to the Holy Mosque in Makkah hajj and omera seasons on of the commonest challenges in face of MOH , In 2012, 69.8% of pilgrims came from outside Saudi Arabia, most of them came from endemic area . The country serves free health services to all hajjis according to the Saudi authorities. MOH assigned 22 hospitals and 165 primary care centers to serve pilgrims during the Hajj pilgrimage activities with more than 9 600 personnel, including physicians, nurses and other health personnel, engaged to work in these health centers. 1 Medical staff is a corner stone to develop health service in any health system, they communicate directly with patients and provide the service to them , unfortunately, most of professional staff in SA expatriates and some of them do not speak Arabic and have difficult communication with the patients, it represented one of defect in health system and effect directly on the health services that provided including health education that provided to the patients and community. Other factors such as a high staff turnover rates and leaving of skilled physicians from MOH center to a broad or to other private sectors in addition to shortage of number in some specialty all these factors effect on the services provided to population and increase the number of patients in waiting list in hospital.. the high number of graduation from medical effect on the quality of training and some of them didn’t have chance to proceed the training later .Studies on this subject have also noted problems related to a lack of management training and postgraduate qualifications among technical supervisors and mid-level regional managers , with the increase of medical college and increase number of graduation the shortage of Saudi staff still one of the common problem for health services in SA . On 2012 , Saudi physician constitute 21% (4331 male and 2185 female) and Saudi nurse 27% (11906 male and 19098 female) ., 58.7% of total medical staff constitutes by Saudi , 9119 Saudi doctors from total number of doctors in MOH 35.841. 45.875 Saudi nurse from total number of nurses 82948 and 1810 Saudi pharmacist from total number of pharmacist 2154. 1, 6, 7 Generally, Change in Life style during last decides effect on health state of community, pattern of disease changed from communicable diseases to non communicable disease. Saudi Arabia one of the highest prevalence of diabetes mellitus in the world in addition to high prevalence of other chronic diseases like hyper tension , heart disease and obesity. Cost of treatment of chronic diseases high and used for long period of time and sometimes have less effective. Around 7 billion riyal served for treatment of diabetes annually. MOH put a lot of plans and introduce many programs to control of these health problems. Premarital screening program one of the most important programs to reduce the prevalence of sickle cell anemia, thalasemia. It detects hepatitis B, C and AIDS to take early prevention tools. Also there is early screening program for DM and HTN to prevent complications. For maternity health there is program for screening of breast and cervical cancer one of the most important s creening programs for maternity health. In SA, road traffic accident appeared as the 1st cause of death in the country and reflected on expenditure of health service unfortunately, SA is the highest prevalence of RTA in the world, on 1430, 484805 road traffic accident registered by ministry of interior 6142 person lost by these accidents that’s mean more than 16 person lost every day in addition to 34605 injured during the same period some of them need treatment in intensive care unit for long time.7-8 Conclusions Kingdom of Saudi Arabia lies at the furthermost part of southwestern Asia and occupied area around 2,000,000 square kilometers and population around (27.563.432). Health system in Saudi Arabia provide free service to all citizen and employee of government .unfortunately, the free service have indirect effect on expenditure of resources in health system ,. Health system includes comprehensive services which started from primary health care center that covered all rural and urban area and provide preventive and curative services. 435 hospitals spread in the country to provide secondary and tertiary health care service. Five medical cities will support tertiary level of care in future . comprehensive health services reflect on health status of population and lead to decrease neonatal death rate and maternal mortality rate to level under than global average. The health services provided by other agencies like ministry of defense, ministry of interior and ministry of education in addition to private centers. Medical staff represents the most important issue in front of stakeholders. Despite of increase number of medical college, Saudi medical staff still under expectancy level and most of the health services provided by non Saudi. Quality of training in postgraduate must be improved to deal with a higher number of graduations from medical college. .there was a lot of programs introduced by MOH in last decides to the population and showed good impact on health, Expanded Program of Immunization represent the best preventive program and coverage of the immunization for some disease exceed on 99% and no notified for some targeted diseases of immunization like a polio. Premarital screening program provide a good counseling to decrease the case of Sickle Cell Anemia and thalasemia and also assist in control hepatitis B,C and AIDS Funding of health system depends on governments and MOH provide services to more than 60%of population. Currently, search for other source of fu nding is highest priority to compensate on the high expenditure of services and increased of price of technology and medications , health insurance one of the options to support health system after beginning of insurance of foreign employee and Saudi employee in private company . Life style change of Saudi population effect on health status generally, increase of prevalence of DM and HTN represent one of the 1st priority in front of health planner to reduce. RTA represents one of the highest prevalence in the world.. Development of electronic information connection all level of health care to assist medical staff to access all important information at any center and provide good option to reduce waste of resources. Finally to improve the health system need good analyses of the current situation and determines priorities of services in addition to concentrate on preventive measures and make good coordination with other agencies to provide good health service. Finally ,free health ser vices to Saudi citizen and comprehensive care in addition to introduced effective preventive programs are most positive issues in health system while the source of funding with shortage trained professional staff is the most negative points of health system that will need to improve in future. References: Ministry of Health, Saudi Arabia. Health Statistical Year Book 1433-2012. Riyadh: Ministry of Health, Kingdom of Saudi Arabia. 2012:33-89 Al -Mazrou Y. Prologue. In: Principles and practice of primary health care. Riyadh,Kingdom of Saudi Arabia Ministry of Health, 1990:7-9. M. Al-Yousuf, TM. Akerelel and Y.Y. Al-Mazrou2, Organization of the Saudi health System, Eastern Mediterranean Hearth Journal, Vol. 8, Nos 4/5, 2002 M. Almalki,1,2 G. Fitzgerald 2 and M. Clark 2, Health care system in Saudi Arabia: an overview, Eastern Mediterranean Health Journal, Vol. 17 No. 10 †¢ 2011 Amir A. Khaliq , The Saudi Healthcare System: A View from the Minaret , Wo r l d H e a lt h P o p u l at i o n †¢ V o l . 1 3 N o . 3 †¢ 2 0 1 2 Berhie G., Emergecing issues in health planning in Saudi Arabia: the effects of organization and development on the health care system, Social. Science. Med. Vol. 33, No. 7, pp. 815-824, 1991 Zohair A. Sebai, Waleed A. Milaat, , Abdulmohsen A. Al-Zulaibani, health care services in Saudi Arabia : past ,present and future, Family Community Med. 2001 Sep-Dec; 8(3): 19–23. Ministry of interior, Saudi Arabia. Accident Statistical Year Book 1430. Riyadh: Ministry of intreior, Kingdom of Saudi Arabia. 1430:37-50

Hops: Not Just A Beer Ingredient Essay -- Botany

Hops: Not Just A Beer Ingredient The hop, Humulus lupulus, is a cultivated flowering plant, green in color that has many economically important roles. The hop belongs to the hemp family, Cannabinaceae. There are many features that are distinctive about this plant. A hops plant has yellow lupulin glands between the petals, which is used for preservative and flavoring characteristics in beer. The bitterness of the hop is used to balance the sweetness of the malt, and the essential oils add a flavor and aroma which cannot be achieved by using any other plant. The hop plant is a perennial spiraling vine, which will grow in almost any climate given enough water and sunlight. It can climb either string or poles and can reach height of 40 feet. The flowers are usually dried before use. Farmers have developed a systemic approach to the cultivation of hops. There are also a number of chemical compounds present in this plant that give rise to its economic value. (1) The hop plant has several structurally distinctive properties. The root is stout and perennial. The stem that arise from it every year is of a twining nature, reaching a great length, flexible and very tough, angular and prickly, with a tenacious fiber. This fiber has been explored in the manufacturing of a white, durable cloth. The cloth is not of wide use because the fibers are so difficult to separate. Normally, the stems require to be steeped in water a whole winter before they can be utilized. Paper has also been made from the stem of the vine. The leaves are heart-shaped and lobed, on stalks, which are oppositely placed on the stem. The leaves have three to seven lobes and are dark green in color with finely toothed edges. (5) The flowers of this plant arise fro... ...ea also features an abundant supply of water for irrigation, making it ideal for growing hops. Pacific Northwest hops and hop byproducts are now exported around the world. On an annual basis, 60% of all hop production from this region goes overseas. The rest remains in the US for domesticate consumption. (5) REFERENCES 1. Compton's Encyclopedia Online (www.gptonline.com/comptons). 2. Delyser, D., Kasper, W. Hopped beer: the case for cultivation. Economic Botany 48: 166-170. 1994. 3. First Herb Source (www.1stherbsource.com). 4. Haas, G., et al. Antimicrobial activity of hop resins. J. Food Prot. 57:59-61. 1994. 5. Hop Growers of America (www.usahops.org). 6. Neve, R., et al. Hops. Experimental Agriculture 28:123-124. 1992. 7. Stevens, J., et al. Chemistry and biology of hop flavonoids. J. Am. Soc. Brew. Chem. 104:75-82. 1998.

Hope and Saul Bellow :: Biography Biographies Essays

Hope and Saul Bellow      Ã‚  Ã‚   People grow up to respect their elders, their society, and their lifestyle. We learn from the people around us and our own experience. Saul Bellow presents his moral code and the standards that he believes people should follow. His characters experience loneliness and alienation from society. They place blame on the people around them, society, and religion. Each character believes in something; hope is everything to them. They think they can promote change and achieve a moral standard. Bellow believes in the human spirit. His characters show that no matter what we are presented with, or what hand fate deals us, we can conquer.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Bellow acknowledges the primitive tendencies latent in human beings. Scratch the surface of human civilization, and you will find the beast lying just below. As Frank D. McConnell states "the shuddering recognition of how little distant we actually are from the savagery of our origins, how fragile a thing is the civilization which makes, we continue to tell ourselves, our life worth living". Bellow's protagonists sense this dark side of the human spirit lurking within society. They struggle to find decency and meaning in the chaos of the world.    In Bellow's novel The Victim, the main character, Asa Leventhal, a resident of Chicago, struggles with his identity in a subtle way. Instead of philosophizing about who he is and what he is doing, he creates conflict with people and society. Allbee lost his job and had a drinking problem, Levanthal could have helped get him a new job or given him assistance. He is insecure about what he is doing, because despite his wish to ignore and turn away his old friend Kirby Allbee, he also feels compelled to help him.   Allbee places all the blame on Levanthal for losing his job. If Levanthal had talked to him and told him it was also due to his drinking problem and relationship difficulties, he would not be blamed for costing Allbee his job. Instead, he takes responsibility he is unwilling to confront Allbee, wanting none of Allbee's problems to invade his life. As Derek Rubin writes in his analysis of Levanthal's faults "Levanthal's being caught between his desire to turn Allbee away and his inability to ignore Allbee's demand for help is related to his insecurity as a marginal man"(1). Kirby tries to reason with Leventhal, but is turned away " 'Watch your talk,' said Leventhal stiffly.