Dramatically effective Essays

Dramatically effective Essays Dramatically effective Essay Dramatically effective Essay Arthur Miller was born on October 17th, 1915. He is the playwright of A View From The Bridge. He grew up in the city of New York and his parents are immigrants to the United States. These have inspired the play, which is set in New York City. A View From The Bridge has its roots in the late 1940s when Arthur Miller became interested in the lives of communities of dockworkers and longshoremen of New Yorks Brooklyn harbour and where he had previously worked. In the opening stage directions Miller sets the play in Red Hook which is a slum area of New York that faces on the seaward side of Brooklyn Bridge. The play is mainly set in the Carbones living and dining rooms where most of the action arises. I have decided to write about the final scene from the play. There are a number of the main and key characters in this scene mainly because it is the concluding scene. Alfieri a lawyer, he is a middle class man with a strong American English accent. This character appears at the beginning of a scene where he sets it and end of a scene where he usually summarises it, including a moral. The Carbones consist of Eddie, Beatrice who is Eddys wife and Catherine who is their niece. Eddie Carbone is an Italian longshoreman who originally was an immigrant from Italy. He works on the New York docks and fundamentally is a simple, straightforward man who supported his family in good faith. He is also seen as a humorous and kind man. Catherine suffers with her growing maturity of Eddys over protectiveness over her. Eddy was also portrayed as generous and brave kind of person when illegally allowing the arrival of Beatrices cousins to their household. Beatrices two cousins Rodolfo and Marco were immigrants from America looking for a better life in the land of opportunity. Eddies over protectiveness of Catherine takes a bad turn when it catches the eye of Rodolfo. After the physical and sexual part of the Carbones marriage breaks down, Beatrice begins to suspect Eddys attraction towards Catherine. Rodolfo is the younger of the two brothers and has no such responsibilities. He has a more frivolous, light-hearted attitude to life. Marco is the older, stronger who came to America to earn money to support his starving wife and children in Italy. Marco tends to be the maturer personality of the two. Here is the stage set. As you can see the main acting area is in the living/dining room. This area is the largest of the rooms on show. The bedroom and kitchen are situated at the back of the set and are not visible as interiors to the audience. In the play they provide the backstage when characters have to exit. At the right front stage there is Mr. Alfieris office which has a bookshelf, desk and chair. The living room/dining room has a table in the middle of the room with three chairs leaving a space at front stage side for the audience to see also a rocker and a phonograph. There Is a street out side the apartment where some key scenes take place. On this street there is a phone box. The accents would be a key part of how the play works. The play being set in New York would have Beatrice, Eddie, Catherine and Alfieri talking in a typical American accent with a tinge of Italian. This is because of their Italian origins. Marco and Rodolfo would have Italian accents. Rodolfo would know only the basics of English. Marco would know a fair bit more than his brother would, with English because of being older. This scene has a lot of tension built up from the penultimate scene. The scene opens with Eddie on the rocking chair in little surges with a nervous attitude. The light is focused on him leaving the rest of the room dimmed. Beatrice emerges from the bedroom in her best dress and a hat. Beatrice walks up to Eddie with fear Ill be back in about an hour, Eddie, All right? she says. The audience recognises the dramatic tension here as Eddies rocking becomes more intense. Quietly and drained as though he had given up hope Eddies replies with What, have I been talkin to my self. Again the audience see tension between Eddies and Beatrices relationship. He is not letting Catherine go to her wedding or Beatrice. The audience knows that he is over protective of her and that he has more intense feelings for her, this is the ulterior motive Eddie has. The dramatic tension keeps on rising as Catherine walks in to the room and realises what the scenario is. She starts to express her anger in a way not shown in the play previously when she says Who do you think you are to Eddie. This anger is aimed at Eddie for not allowing her goes to her wedding, also here Beatrice is not sticking her up for as what previously happened. Catherine hurls abuse with some reasoning to Eddie This rat, in reply to this Beatrice switches sides Dont You call him that. As tension seems to reach its peak in the Carbone household terms are made worse with Rodolfo entering the scene who is the groom of Catherine. Eddys instant reactions are furious Who said you could come in here? Get out. The tension increases as Rodolfo says Marco is coming. This makes Beatrice attempt to usher Eddie out of the house but this attempt collapses as Marco enters the room. There is a grudge between Eddie and Marco because Marco accused him of killing his children to the two officers in the previous scene Eddie wants revenge. The dramatic tension continues Eddie accuses Marco of his doings in front of the group. This makes the two men more and more eager to fight each other Tell the people Marco. Now the two men are squaring up to one another with each others arms wide out. Here the audience realise a battle will be fought and have an idea of who they think and want to win. Marco lunges at Eddys neck with a punch. Eddie goes down on the floor. Marco provokes Eddie with saying Animal, You go on your knees to me. Marco raises his foot as though to stomp Eddie when Eddie springs a knife in to his hand, Marco takes a step back. By now the audience are sensing the one to live and the one to die. The tension is unbearable as Eddie stands You lied about me, Marco. Now say it, come on now say it. Marco replies with Anima-a-al. The audience are experiencing dramatic tension at its highest at this point. Eddie lunges with the knife at Marco. Marco holds the arm in with the knife is held. Marco turns the direction of the knife inward and pushes it in to the chest of Eddie Carbone as the women cry out. A lot of emotion is sensed at this point as Catherine apologises Eddie, I never meant to do nothing bad to you. At this point Eddie begins to reply to Catherine but then turns his attention towards his wife Beatrice Then why-oh B. The oh B is pronounced in a sigh as if to say what a waste of my life and this was not worth it do die for the petty reason of competition. Eddys last words are My B! Eddie dies in her arms, and Beatrice covers him with her body. The audience is at this moment relieved for the end of such prolonged tension but sad to hear Eddys regret that his time spent in his recent life was concentrated on Catherine rather than his one love and wife Beatrice. The play comes to a climax with Alfieris final speech in which he confesses his support of how Eddie live his life truly but then says that this way of life can be dangerous with bad consequences as show in this play.

The Effects Of Music On People essays

The Effects Of Music On People essays The other day, driving down the road, I noticed a party in action. As I was getting closer a giant roar of sound was coming out of their inhabitants. It did not seem like any real normal party (what ever normal is) and the sound was rough and tough. It looked like people running in circles going round and round, and then I stopped and realized they were slam dancing to Death Metal music. What an insane view it was indeed. It made me wonder about the effects of music on people. Not only are the effects of music on people displayed in dancing but in other areas as well. Such as, learning, stress reduction, and aggression, as we shall see. It is safe to say that learning plays a major part in peoples lives daily. Everyday someone learns something new. People can learning to swim, play a different sport, or simple learn the new video game on the block. Whether one is aware of it or not, one is always learning something new. It is continuous and none ending. According to Kristian David Olson (1996): One solid way to increase the speed at which people learn is with music. People learn through music and their minds grow faster because of it. Some music, when implemented properly, can have positive effects on learning and attitude. Music is a powerful thing, and when we understand its significance, it can bring dramatic changes both positive and negative into our lives. (p.1) Children can also benefit from learning music at an early age. According to Kristian David Olson (1996): The earliest stages of learning for young are the most important. The fundamentals of learning are instilled into a child at a very young age and how much importance is placed on these fundamentals can have dramatic affects on a childs learning and help them in many ways. (p.1) Background music can also play a role in the learning process. Steve N. Kelly and Mike Manthei (n.d.) mention, With the advent of electronically repr...

Evaluation of Historical archival material of Colosseum Essay

Evaluation of Historical archival material of Colosseum - Essay Example This "Evaluation of Historical archival material of Colosseum" essay describes the history of one of the greatest architectural achievements of the Roman Empire the Colosseum. The amphitheatre became the most popular and significant amphitheatre of its time and people used to flock from distant countries to watch the spectacles being displayed there. In order to comprehend why the building was able to attract so much attention and why similar buildings were not constructed before, one needs to highlight that the craze for such form of entertainment, such as gladiatorial fights, emerged only during the time span when the Roman Empire was at its peak. In the initial period after the construction, the spectacles were held primarily in circuses. Circuses were in essence U-shaped racecourse tracks, with the entrance being at one end of the track. Hordes of spectators used to fill the stands to view the spectacle, often putting their lives at risk since there was no protection. The stands used to be so crowded that those on the back could not even see the battle going on. According to Roth, architects could manipulate the space whichever way they like. The circus, although designed as a racecourse, was in fact intended for chariot and horse races and athletic events. It was the growing importance and interest in these spectacles and events which gave rise to the need for a public building. It is to be noted that the oldest permanent amphitheater which was built from stone was the one in Pompeii, constructed in 80 BC. The Colosseum was located in a strategically important location given the lack of transportation in the city. A significant important event which made the need for a public building more acute was the disastrous fire of 64 AD, occurring during the reign of Nero (Italy Holidays 2011). In fact, after it, the growth in city architecture occurred at a fast yet unorganized pace. Wood continued to be the characteristic material of buildings in the reconstruction of the city; thus not depriving the city of its previous appearance. From July 18 to 25, it took more than seven days for the fire to die out. The fire ate away most of the part of the city which was characterized as its older part. After the fire had settled down, Rome was left with gaping spaces caused by burnt out buildings, particularly in its heart. This was the opportunity city planners were waiting for to make buildings with the principles of modern architecture. Opinions differ but Nero was held

Contemporary Issues in Business (Individual Report) Essay - 1

Contemporary Issues in Business (Individual Report) - Essay Example Greenhouse emissions are currently projected to increase significantly within the next few decades which will cause an increase in global temperatures and subsequently put to great risk the human society and natural environment worldwide (Pedersen and Nordic Council of Ministers 2000). The temperature on the surface of the earth is largely determined by the balance between the energy that is constantly re-radiated to space from the earth mostly in the form of infra-red radiation and the energy that comes from the sun which is seen to be in the form of visible radiation (sunlight). When the sunlight passes through the earth’s atmosphere, it has relatively very little warming effect but when it finally manages to come into contact with the earth’s surface, it warms it and the earth in turn warms the atmosphere by both convection and via emission of infra-red radiation which are absorbed by the greenhouse gases (R.I.C. Publications 2007). The greenhouse gases eventually return some of the infra-red radiation back to the earth’s surface which ends up further warming the earth’s surface. An analogy of this chain of events is often made with reference to greenhouses which generally allow sunshine to pass through their clear plastic or glass which in turns stop the heat that is inside the green house from escaping into the atmosphere and hence the use of the term â€Å"greenhouse effect† (R.I.C. Publications 2007). Fossil fuels are formed when the bodies of living organisms die and remain compressed and heated over extremely long periods of time to form natural gases, oil and coal. When burned, fossil fuels are seen to produce significant amounts of energy a factor which causes them to be considered as an extremely valuable energy source. However, the burning of these fossil fuels produces the emission of carbon dioxide, resulting in the introduction into the carbon cycle of carbon that would have otherwise still remained trapped

Emancipation Proclamation Prliminary Events Essay Example for Free

Emancipation Proclamation Prliminary Events Essay Abraham Lincoln was elected the President of the United States in 1860 with an anti-slavery agenda, and this gave the impression to the Southern States that they no longer belonged in the Union. South Carolina became the first state to secede the Union on December 20, 1860. In the following few months six more states, whose agriculture based economy was dependent on the free labor slavery provided, followed South Carolina’s lead and followed suit. The seven states, South Carolina, Mississippi, Florida, Alabama, Georgia, Louisiana, and Texas formed the Confederate States of America and chose the Mississippi senator, Jefferson Davis as their interim president (PBS). Lincoln claimed in his inaugural address in March 1861that it was his responsibility to keep the Union intact. He went on to state that he would not end slavery where it existed, or take back the Fugitive Slave Law (a 1850 law requiring all runaway slaves to the Northern states where slavery did not exist, to be returned to their masters in the South). It was understandable why this position of Mr. Lincoln’s did not sit well with the African Americans or the white Americans against slavery, but what was surprising was that it did not do anything to satisfy the Confederacy. Hence, on April 12, 1861 the Confederates attacked Fort Summer and the Civil Started had started. Immediately following the attacks another four states, Virginia, Arkansas, North Carolina, and Tennessee joined the Confederacy. Even though President Lincoln made it abundantly clear that he was fighting to keep the Union intact and not for slavery or for the rights of the blacks, from the very start the free African Americans rushed to enlist in the army. Their services were refused and laws refusing blacks the right to enlist in the army were maintained because Lincoln wanted to prove to the whites in the Northern states that their privileges as the superior race were not in any danger. The Confederacy on the other hand was using the enslaved labor for efforts to win the war. Slave labor was being used as nurses, laundresses, blacksmiths and they were working in factories and armories (PBS). As the Northern army managed to penetrate into the Southern territory, there was a large influx of refugees. The slave fugitives were labeled â€Å"contraband of war† and if it could be proven that their labor was used to help the Confederacy they were given their freedom. Despite declaring the black fugitives free, Lincoln still firmly held on to the idea that this war was not about setting the slaves free but holding the Union together. By early 1862 Lincoln was beginning to think that some kind of an emancipation order was needed if North was to win. The Proclamation As the war drew on, a number of governments in Europe started to think about recognizing the Confederacy and interceding against the Union. Also at home the Congressional and public opinion grew more towards the fact that slavery was not right and it needed to be abolished as a policy of war. Faced with such mounting pressure from all sides Lincoln felt that if a declaration was made to free the slaves, then European opinion would be with the North, and he would get the support needed for his own administration and the war effort, that he decided to draft the Emancipation Proclamation in 1862 (Emancipation Proclamation). On July 13, 1862, Lincoln read out the prelude proclamation to his Secretaries William H. Seward and Gideon Wells and both were left at a loss for words, and Lincoln did not discuss the matter further. On July 22 Lincoln read the Proclamation at his Cabinet meeting and got a mixed reaction. Secretary of War Edwin M. Stanton, deciphered the measure as a method of taking the slave labor away from the Confederacy while allowing more men into the Union Army and supported its release as soon as possible, the Postmaster General Montgomery Blair predicted doom in the fall elections, while the Attorney General Edward Bates was against equality in the political and civil arena for the Blacks. Since the President was not concerned about his Cabinet’s view of the substance of the Proclamation only its style, the direction on future action was set (www. memory. loc. gov). To show that the proclamation was being issued out of strength and not a sign of weakness, Secretary of State Seward recommended that Lincoln not issue it until there was some significant Union victory. The opportunity presented itself when there was a Union victory at Antietam on September 22, 1862 and five days after that Lincoln issued the Proclamation which became effective on January 1, 1863. The chief function of the proclamation was to bring peace back and restore Union control, and was perceived as a firm commitment to abolish slavery. Proclamation also turned around the strengths of the warring parties by taking away the slave labor from the confederates, whose backbone in war efforts was formed by the slaves and gave this advantage to the Union (Borade). England and France were dependent upon the cotton they got from the South, and the Confederacy was hopeful that these countries would enter the war on their side. By turning the war into a fight against slavery, England and France sided with the Union because their citizens were against slavery (Emancipation Proclamation Prliminary Events, 2009). The purpose of limiting the proclamation to a few states was because Lincoln had the authority to take such an action on his own, a proclamation like this would not have Constitutional power over Union states since they had certain rights (The Emancipation Proclamation). In reality the proclamation freed very few slaves, because the border states fighting for the Union were not affected by it, nor were the southern areas already under Union control, and the rebellious states ignored the order. The Emancipation Proclamation is made up of two executive orders; the first order stated that if the breakaway did not put an end to the war and return to the Union by 1 January 1863, then all the slaves in the Confederate States would be set free. The second order listed the specific states to which the order applied. The Proclamation also had clauses which focused on rebellion and how to do away with it. It was stated that any individual starting a rebellion would be incarcerated for ten years and would be fined ten thousand dollars. If on the other hand, the individual freed his slaves, the court would not punish them (Borade). The proclamation also said that freed slaves who met with the necessary requirements would be allowed into the armed services of the Union, which was a major shift from the previous policy. The original Emancipation Proclamation is housed in the National Archives in Washington D. C. , and covers five pages of text. It was held together with thin red and blue ribbons which were stuck to the page that has signatures by the seal of the United States. The emancipation document was transferred from the Department of State to the National Archives in 1936 (Emancipation Proclamation). Works Cited Borade, G. (n. d. ). Purpose and Effects of the Emancipation Proclamation. Retrieved August 3, 2010, from www. buzzle. com: http:/www. buzzle. com/articles/purpose-and-effects-of-the-emancipation-proclamation. html Emancipation Proclamation. (n. d. ). Retrieved August 3, 2010, from www. archives. gov: http://www. archives. gov/exhibits/featured_documents/emancipation_proclamation/ Emancipation Proclamation. (n. d. ). Retrieved August 2, 2010, from www. Encyclopaedia Britannica: http://www. britannica. com/EBchecked/topic/185468/Emancipation-Proclamation Emancipation Proclamation Prliminary Events. (2009, January 01). Retrieved August 03, 2010, from www. robinsonlibrary. com: http://robinsonlibrary. com/america/unitedstates/1783/slavery/emancipation. htm PBS. (n. d. ). www. pbs. org. Retrieved August 2, 2010, from http://www. pbs. org/wgbh/aia/part4/4p2967. html The Emancipation Proclamation. (n. d. ). Retrieved August 3, 2010, from www. usconstitution. net: http://www. usconstitution. net/eman. html www. memory. loc. gov. (n. d. ). Retrieved August 2, 2010, from http://memory. loc. gov/ammem/alhtml/almintr. html

Red Bulls Marketing Strategy

Red Bulls Marketing Strategy All big brands around the world are now shifting towards the phenomenon of globalization. A product is no more confined to geographical boundaries. Globalisation calls for global marketing strategies being implemented around the world to resonate the brands identity and its image to target customers. A synonymous marketing strategy is cost-effective and this is the strategy applied by many big companies around the world. However, experts also say that this is not always a wise strategy because consumer behaviour around the world varies from culture to culture and from nation to nation. For instance, an American consumer will react and respond differently as compared to a Nepalese consumer. Thus, while implementing global marketing strategies, a wiser move would be to tweak it, customise it, and to relate it with the local consumer behaviour. Similarly, few international big names in Nepal have only implemented their global strategies and are not probably exploiting the huge potential they have. One such case is that of Red Bull in Nepal. Since the entrance of this drink in Nepal, it has done well enough to survive in the Nepalese market as compared to some of the other energy drink brands. Red Bull has implemented its global marketing strategy such as unconventional method without really evaluating its effects on the customer loyalty in Nepal. Thus, the question still remains whether the customer loyalty is influenced by Red Bull in Nepal that uses global unconventional marketing strategies. Statement of problem Red Bulls marketing strategy around the world is to use unconventional strategies that involve guerilla stunts and buzz generating tactics to communicate to their customers. Guerilla marketing is based on below-the-line (BTL) activities where brand recall is created through events and stunts that are mostly related to sports (X-games), parties, adventure and music. The sports Red Bull supports are ones that are not popular in Nepal. Formula one and X-games are not really popular. Similarly, Red Bull does a lot of promotional events at discotheque to enhance its brand. But this is not applicable in Nepalese situation because we dont have any such type of place. This is where the problem lies for Red Bull in Nepal. Like everywhere, the strategy depends on unconventional marketing which is not applicable and does not relate to the Nepalese culture and tradition. For example, how many people in Nepal would be interested in free style football? Hence, if they conduct a sports event based on free style football, still many people who are unrelated to these events will not consider joining there. Also, the idea of X-games that involve moto (motorcycle racing), skiing (ski big air, skier cross), snowboarding, snowmobile, Inline skating, skateboarding, and car racing are not played in Nepal. Thus, any event based on these games would be absolutely useless here. We do not have well organised night clubs and discotheques, as already described. These areas are the best places where most of Red Bulls promotions and selling would take place around the world. Red Bull also conducts a lot of its adventurous events around the world in deserts and mountainous areas. In these contexts, security is the prime issue. One would also argue Red Bull should use above-the-line (ATL) methods of promotions (e.g. television, print and radio) to communicate to a larger audience. The bottomline here is that Red Bull Nepal is not considering the local culture and consumer behavior and is blind ly implementing its global marketing strategies to communicate with its customers. That is why the current research has been done to find out the effectiveness of Red Bulls global unconventional marketing strategy, for example BTL method, in customer loyalty in Nepal. Aim and Objectives Aim The current research was conducted to find out the effectiveness of Red Bulls global unconventional marketing strategy (e.g. BTL strategy) in customer loyalty in Nepal. Objectives To analyse the situation of consumers in energy drink Do they consume energy drink? Are they aware of energy drinks available in markets? Do they prefer any energy drinks? To analyse the factors that affect potential target market of Red Bull in Nepal. Do gender, age-groups, marital status and income of consumers have any effect on Red Bull market in Nepal? Analysis of the Red Bull brand in customer loyalty What consumers think about Red Bull quality? Why consumers think Red Bull was unique among drinks? What consumers think about Red Bull brand? Will Red Bull consumers keep on purchasing it on future? Will Red Bull non-consumers consider purchasing it on future? To analyse the effectiveness of Red Bulls marketing strategy in customer loyalty in Nepal? Will sampling affect customer loyalty? Will promotion events affect customer loyalty? Any suggestion in enhancing customer loyalty? Justification of the study At the end of this study, our research will help understand the effectiveness of Red Bulls global unconventional marketing strategy (e.g. BTL strategy) in customer loyalty in Nepal. In addition, this study will be important to analyse the Red Bull brand in customer loyalty. A detailed report would be generated regarding consumer behavior, preferences, attitudes, reactions, lifestyles, and characteristics which would help us prepare an in-depth analysis on our research objectives. An exciting prospect of this project would be to find out to what extent Red Bull possesses the ability to reach markets and reach consumers as using unconventional marketing strategies limits their reach and opportunities. Lastly, the study will generate recommendations that will be crucial in Red Bull marketing strategy in future. Scope of the study The study comprises of conducting a research in different parts of Kathmandu targeting individuals and groups (principally university and college students, celebrities and media related persons) falling into our target criteria in order to find out the effectiveness of Red Bulls unconventional marketing in Nepal. The research also involves interviews with industry experts to gain their viewpoints and comments on the matter which was important to understand about Red Bull markets in this country. CHAPTER-2 LITERATURE REVIEW Unconventional marketing In the corporate world, the term marketing simply refers to activities carried out by organizations or individuals in order to generate awareness capture interest and boost sales. There are mainly two strategies to generate marketing, for example conventional and unconventional marketing. The first, conventional marketing, a traditional marketing technique, mainly refers to the use of media or ATL activities for the purpose of promoting the brand. These conventional methods comprise of television advertisements, print advertisements in newspapers, magazines, broadcasts on radios, billboards or hoardings and other sources of media. Unlike conventional marketing, the unconventional marketing refers to all those forms of marketing that require lower budgets and more time, imagination, creativity and a lot of energy rather than monetary support. Compared to conventional marketing that lacks an interaction between the organization and the end user, unconventional strategy is more interact ive with customers and gets them really engaged with the activity itself. Examples involve public interceptions, random giveaways or free sampling, and publicity stunt (PR). Unconventional marketing is synonymously used as guerrilla marketing, buzz marketing, public relation tactics, viral marketing, social media, BTL in various literatures. This marketing campaign is principally interactive with consumers who are unexpectedly targeted in unexpected places. Therefore, this campaign is aimed at generating buzz and viral marketing via a unique, engaging and thought-provoking ideology (Romane Knight, The Best Guerrilla Marketing Strategies, http://marketingnotesja.hubpages.com/hub/The-Best-Guerrilla-Marketing-Strategies (Blog), accessed on 21 September 2012). While both forms of marketing result in increased awareness, persuasion and education of the brand, unconventional marketing helps build a bond between the brand and the customer. The Exforsys Inc. website (2011) states that unconventional marketing is an experiential marketing which appeals to the emotions. The customer develops an emotional attachment to a brand, product, person, or idea. Therefore, unconventional marketing greatly enhance the customer interaction in order to gain valuable insights and consequently enhance loyalty. Customer loyalty When a company or a business organisation is opened, it is aimed to generate and retain a loyal customer who would continuously attach with the company in the context of its long-term cost-effective business. The ideology of retaining a long term relationship with brand loyal, i.e. the customer who has the continuous requirement of the same product is called customer loyalty. Customers will leave the company or organisation if it is not aimed at curomer loyalty. Various explanations have been found regarding customer loyalty in literatures. Sivadas and Baker-Prewitt (2000) said there is an increasing recognition that the ultimate objective of customer satisfaction measurement should be customer loyalty. Anton (1996) described satisfaction is positively associated with repurchase intentions, likelihood of recommending a product or service, loyalty and profitability. In 1997, Guiltinan, Paul and Madden (1997) said that satisfied customers are more likely to be repeat (and even become l oyal) customers (Guiltinan, Paul and Madden 1997). While these statements indicate that customer satisfaction is one of the factors of customer loyalty, customer dissatisfaction does not always lead to a reduction in loyalty. For example, even dissatisfied, some customers may be loyal because they dont expect to get any better service even if they did change (Reichheld 1996). In addition to customer satisfaction, brand loyalty may be another factor which may play in customer loyalty. Sometimes, customers can also feel a sense of loyalty and emotional attachment to a particular brand (Fournier 1998). However, the relationship of the brand with a customer is a two-way process in which it is not concerned how a customer feels to a particular brand, and this association is just preference or proclivity (Peppers and Rogers 2004). Customer Acquisition The assurance phase Customer Development The education bonding phase Customer Commitment The sales phase Customer Retention The continuation activity phase Customer Loyalty Cycle Satisfaction Satisfaction Satisfaction Satisfaction S2 S1 S3 S4 Figure 1: Customer Loyalty Cycle as a Business Model used by the Scuba Schools International (SSI) Dive Centres. They acquire students and convert them into loyal customers. S1: Step 1, S2: Step 2, S3: Step 3 and S4: Step 4 (Adapted from http://divessi-indo.com/acquisition/systems.php, accessed on 24 September, 2012). Finally, price may be one of the determining factors of customer loyalty (Fisher 2001). For example, good pricing is an important factor in encouraging customer loyalty (Abratt and Russell 1999). In contrast, if a customer is loyal to a brand, he/she will not care of future price changes (Clark et al. 1995) indicating price may not play a role in customer loyalty. While customer loyalty depends on different factors, the process of customer loyalty is not an easy task in business. The process of customer loyalty can be achieved in 4 steps (Figure 1). The first step is called the assurance phase in which customer is acquired via different marketing or business strategy. Then, customers are made satisfied and then, they are given different trainings and education programs to keep them bonded. This is the education and bonding phase and is the second step of customer loyalty. Again, the customers are made satisfied and customers make commitment in the sales phase or third phase. The satisfaction to customers is continued and customers will stick to the same brand or the same company in the continuation and activity phase. This is quite important to keep the customers retention. The cycle is repeated followed by customer satisfaction. Therefore, customer satisfaction may be one of the important factors in customer loyalty (Figure 1). Measuring marketing effectiveness Companies spend billions of dollars annually on marketing. Because of increasingly competitive markets, firms strive to produce higher and higher profits. This leads to calls for justifying the marketing expenditures (Rust et al 2004). Powell (2002) states that marketing effectiveness is the quality of how marketers perform their marketing activities in order to optimize their expenditures and achieve both short and long term goals. The difference between marketing effectiveness and efficiency is explained by Rust et.al (2004) as they state for example, that price promotions may be efficient in delivering short-term revenues and cash flows but ineffective in the long run if it is destroying profitability and brand equity in the long run. Figure 2: The Chain of Marketing Productivity (Adapted from Journal of Marketing 2004, vol. 68, pp. 76-89). The Chain of Marketing Productivity is a conceptual context that can be utilized for evaluating marketing effectiveness (Figure 2). This model explains the effects of certain marketing actions of a firm on its position and standing in the market. Rust et al (2004) believe that every firm must have a business model which is used to track the effectiveness of marketing expenditures in influencing the knowledge, beliefs and emotions of the customers that ultimately leads to purchase behaviours. They stress on the fact that marketing efforts such as advertising and product improvements help in building long term assets such as brand equity. These long term assets are leveraged to deliver profitability in the short run. Customer thoughts, beliefs and feelings that lead to purchase behaviours are usually measured through non-financial measures such as attitudes and behavioural intentions. These non-financial measures drive financial performance measures like sales, profits and stock values in the short and long runs (Rust et al 2004). Behaviours Hoyer and Macinnis (2009) states that consumer behaviour reflects the sum of all consumer decisions from acquisition to disposition of goods, services and experiences. Behaviour of the consumers is a dynamic process reflecting acquisition, usage and disposition activities. The questions of what, why, how, when and how much to acquire, use and dispose a particular offering can have a major impact on how strategies for marketing and communications are developed. In order to produce, communicate and provide appropriate goods and services, marketers need rich insights on consumer behaviours and what they value (Hoyer Macinnis, 2009). Marketing efforts such as communications and promotions have a long term impact on consumer behaviour. In recent years, consumers have become more price- and promotion-sensitive over the time because there is a lot of information and choice available to them. This is why more and more companies are attempting to influence consumer behaviours through marketing efforts such as promotions and communications (Mela, Gupta Lehman, 1997). Sales Revenue Sales revenue numbers are the most objective measures of marketing effectiveness. Financial benefits, such as sales, from particular marketing efforts are assessed in numerous ways. One traditional method is the Return on Investment (ROI) which is the relative return that is obtained from the required expenditure. Financial impacts like these affect the firms financial position in terms of profit and cash flow. However, these methods are controversial and ineffective if relied upon solely. This is because most of marketing efforts are played out in the long run; there effects cannot be observed in the short run, while methods such as ROI only assess short term effectiveness of marketing efforts. A better usage of such methods must incorporate future cash flows so as to predict and determine the long run marketing effectiveness (Rust et al 2004). Brand Equity Brand equity is a relatively new concept which has developed from the past two decades as core marketing concept. It suggests that brand value can be derived from the discounted cash flows received from the sale of products/services as a result of associations of the brand with those products/services (Rust et al 2004). Rust et al. (2004) further cite Tybout and Carpenter on the enormous brand equity of Home Depot which was the US$84 billion in 1999. This shows that even though there may be a short-term divide between ROI and marketing efforts, it may not be completely ineffective due long laSting value offered through brand equity. Elements of brand equity such as customer lifetime value, brand awareness, associations and recognition can be determined by recognizing prevailing perceptions regarding the brand and functional as well as emotional value propositions that the brand provides (Dunn Halsall, 2009). The impact on customers and resultant developments in valuable assets such as brand and customer equity influence a brands market share and revenue, hence, enhancing its competitive position in the market. Long term benefits of these assets can increase customer responsiveness to brands and its extensions, willingness to pay premiums, referrals, increased usage rates, lower after sales support costs, customer retention and loyalty. All of these factors reflect a larger market share to be enjoyed by the brand with guaranteed greater profitability (Rust et al 2004). There is a wealth of means to measure market effectiveness. Methods to evaluate marketing tactics and impact of marketing expenditures provide the necessary tools to affect the practice of management and to bring further credibility to marketers. From an accounting standpoint, marketing productivity must be categorized into modifications in financial assets as well as intangible assets such as brand equity (Rust et al 2004) . Red Bull-History Red Bull is a popular energy drink that had been manufactured since the early 1962 by the TC Pharmaceutical Co., in Thailand by Chaleo Yoovidhya. The name of the company was subsequently changed into Red Bull Beverage Co. Ltd. It was introduced into the Europe by the Austrian guy Dietrich Mateschitz, who found out that one of the Thai energy drink called Krating Daeng (Thai: Red Bull) was good at soothing the Jetlag. He finally realized that the Asia has a wide potential market for Energy Drinks and there was no such kind of product available in the West or the Europe. In 1984, he established an Austrian company called Red Bull GmbH that sold about a million cans in 1987. Consequently the sale was expanded to other countries like the UK, Germany, Switzerland and others (http://www.fundinguniverse.com/company-histories/red-bull-gmbh-history/). Throughout the world, it is the leader in the energy drinks market and has about 70% of the market share and has annual sales of billion dollar s (Data Monitor, Red Bull GmbH, 2004). Red Bull-Branding When introduced to the markets of the world, very few believed in the successful potentiality of Red Bull as a brand and product. The mere concept of energy drink was brought into inception by Red Bull and most believed that such a confined product category of energy drink was not required when you had other options such as tea or coffee as energy boosters. Beardwood (2010) remarked that Red Bull might be a slightly safer alternative to alcohol. Although there are negative assumptions related to Red Bull brand, it has now become the leading energy drink manufacturer around the world. Regani in 2006 believes that the soul reason of the success of Red Bull in marketing is due to its audacity to think out of the box and its trend setters rather than followers (Regani (2006). Red Bull-The brand While considering Red Bull as a brand, it reflects energy, enthusiasm, active life, trend setters, adventurous and everything that is about youth and its whereabouts. When a person is found to consuming Red Bull, the image created in mind is a cool and trendy one and that is the kind of positioning they have achieved as a brand. All brand managers at Red Bull maintain that the positioning of Red Bull will never change no matter what the situation is, as that is what Red Bull, as a brand has thrived on. Red Bull is more about the brand than the product itself. According to Gschwandtner (2004), it is not Red Bulls sales strategy that helps it sell like hot cakes around the world, but it is its innovative branding strategy that has helped it become the number one energy drink name of the world. Red Bull-Marketing strategy across the world Red Bull as a brand is rebellious in nature and it certainly proves the kind of unconventional marketing strategy it has chosen. They absolutely refuse to advertise and use some of the conventional modes of promotions such as billboards, banner advertisements, taxicab holograms and blimp in a way that many brands would opt to do. Even their TV spots are very different from others. Played only on niche channels, they are merely sketches of a mysterious Austrian artiest that tries to amuse the audience more rather than educating them. They completely pursue unconventional marketing techniques to build the brand that majorly includes buzz generating tactics, event-based marketing, hiring brand ambassadors, supporting student projects, free sampling and others. Rather than going on mass, Red Bull targets underground style with BTL activities. It aims to produce viral buzz by paying college going students, disc jockey (DJ)s and young opinion leaders to host events and parties where the drink can be served. These are the sort of parties Red Bull encourages its ambassador to lead or organise as it aims to associate its brand with such events. Therefore, strong Red Bull branding can be observed at club, cafà © and discotheque where young crowds are mostly present. Red Bull does not spend on advertising and flashy celebrity endorsement. They hire hip youngsters, students and unconventional sports athletes to endorse their brand and promote it. These not only cost less but are also more effective as they are closest to the target market and know the required consumer behaviors. Besides that Red Bull organize and sponsor extreme sports events like the X-games and freestyle football which against complements their strategy of unconventional marketing. Campaigns Their campaigns are mostly based on organizing events that are associated with the brand. These events usually include unconventional sports, parties, student based events and exhibitions. They use such events to heavily brand their product using all kinds of aesthetics and tools. Plus, they also sample at these events to generate product trial and to let their target consumer experience the functionality of Red Bull. Their most recent campaign was the world tour of free style biking champion Kenny Belaey who was taken to all Red Bull operating countries where he performed stunts at different schools, colleges and universities. This event was used to build an impression for Red Bull as an adventurous, outrageous and unique brand. Sampling was also conducted at all stunt venues. Before the tour of Kenny Belaey, Red Bull organized the Free Style footballing competition all around the world where youngsters flaunted some cheeky skills to win the major prize of going to the World Cup in South Africa. Publicity stunt/buzz generating tactics The main motive of Red Bull behind using unconventional and unique marketing strategies is to generate or create people talking about them that gradually support to promote them. They aim to create a buzz through their events that is why they do not prefer using the conventional modes of communication (e.g. TV, radio and print media). Red Bull aims to create a viral fever through its events where people are amazed by the activities they perform and talk about it. The message spreads like wild fire that is the thing each Red Bull brand manager or brand ambassador targets in all its operating countries. Main motive is to do something so outrageous and unique, that people keep talking about it. Therefore, the brand is both getting the required mileage and developing a customer base for itself. A small example of how Red Bull tried to generate a buzz was the high jump that their hired athlete attempted from the tallest buildings in all the Red Bull operating countries. Media was invited to the stunt and heavy Red Bull branding was exhibited. There was great hype and anticipation because of such an outrageous attempt being made by a person. People kept talking about it and there was a certain buzz about this stunt. The venues for the stunt were heavily branded with Red Bull aesthetics to demonstrate that it is Red Bull who owns the event. The stunts were successfully completed in all Red Bull operating countries with the media heavily publishing it on TV, print and radio. The amazing factor was achieved as people were talking about it and this was exactly what Red Bull wanted to achieve with this stunt. In this context, it might not be selling the product through these stunts but it is actually developing the brand as an adventurous and unique one and also that it is creatin g a buzz about Red Bull which is basically the target and aim of the Red Bull brand manager or ambassador at the closing of the event. Endorsements Red Bull does not really rely on celebrity endorsement as that is not its style. What it does is acquiring sports teams around the world and supporting them as its official sponsor. The following endorsements are currently made by this brand: Red Bull is the official sponsor of all X-games conducted around the world. This endorsement complements their marketing strategy of being unconventional. All venues and player dresses are Red Bull branded and heavy sampling is done at these events. Red Bull has acquired two football teams around the world. One plays in the Major League Soccer in the United States of America and is known as the New York Red Bulls (http://www.newyorkredbulls.com/), accessed on 25 September, 2012). The other one is in the Austrian Football League and is known as Red Bull Salzburg (http://www.austria-salzburg.at/, accessed on 25 September, 2012). Both the teams have their kits branded with Red Bull. Red Bull Salzburg even have their stadium named after Red Bull and is called the Red Bull Arena. One can easily notice the heavy branding of Red Bull at the stadium. This is an effective plan that involves the heavy media coverage of football all over the world. Red Bull owns a Formula One team which has been doing incredibly well since the acquisition took place (http://www.formula1.com/news/headlines/2010/5/10796.html, accessed on 25 September, 2012). The car and the drivers dress are completely branded with Red Bull logos. This is again a very effective because Formula One racing gets a lot of coverage around the world and gives Red Bull the required mileage in its target audience. Red Bull endorses the major stars in unconventional sports and gaming. A stand out example is Kenny Belaey who has been supported by Red Bull throughout his career as a free style biker (http://www.tribalzine.com/?Kenny-Belaey-after-the-success-of, accessed on 25 September, 2012). Sampling through brand ambassadors Another strategy of the marketing by Red Bull is the contract with brand ambassadors at schools, colleges and universities to represent the brand at social events and hangouts. These brand ambassadors are given cartoon/s of Red Bull to sample at parties and spots where Red Bull might be needed. These situations occur when students are in mental or physical stress due to various reasons, for examples sports events or time of academic examinations. The idea is to hire cool college going students to represent the brand amongst its intended target market. Another promotional strategy is involved in educating consumers. Red Bull organises travel in by its staffs in a car that carries large cans of Red Bull. The Red Bull staffs target those individuals who lack energy and wishes of energy. Then, the staffs give a free can of Red Bull to these people. This strategy seems to be successful during the introduction of Red Bull into public. Red Bull-Establishment in Nepal and structure Red Bull was finally launched in Nepal in 2002 and since it has been a leader in the market with relatively lesser competition. Red Bull was brought to Nepal by S.M. Chawla Company that only handled distribution of Red Bull initially. When the headquarters in Dubai assessed the sales in Nepal, they decided to officially start their operations in an office of their own. In 2004, Red Bull Nepal was established with three functional departments namely Marketing, Sales and Finance. Red Bull is currently being operated in Kathmandu with the Asian head office being in the United Arab Emirates (Figure 3). It has set up its premises in all three cities where distribution and marketing operations are executed. The current organizational structure of Red Bull Nepal is shown in Figure 3. Figure 3 : The current organizational structure of Red Bull Nepal. Marketing The current organizational structure of Red Bull Nepal is governed by Asian Head Office. This office primarily plans and executes BTL promotional activities for Red Bull. Understanding the consumer need and coming up with activities to fulfill them is one of their most important tasks. Pre- and Post- event communications of all promotional activities are also taken care of by this office. Each city has one marketing head and three Student Brand Managers hired from popular universities to work as a team. Marketing department also handles communication via social media like Facebook and others. Sports and Events This is a dedicated team that plans around the year activities based on sports and other functional events. Red Bull conducts all its marketing through guerilla style and that is why this department has its special importance. They primarily plan and execute accompanied by collaboration with the marketing department. Finance Finance Department consists of a precise and dedicated full-time team member. The finance team distributes the budget for executing the marketing activities. This department also looks after the wage control system. The team also maintains and keeps track record of monthly sales. This department submits the monthly reports of sales performance to the head office in Dubai. Communication This department handles all the pre- and post-event communication of Red Bull events and activities through all media that include TV, print, radio and social media. This strategy is similar to the idea of communication in unconventional marketing of Red Bull brand to its audience. This department actively stays in touch with people in the media to disseminate news about everything that Red Bull is doing not just in

Mary Breckinridge

Jennifer St. Pierre 7/10/2012 Mary Breckenridge NU 120 Michelle R. Edwards MSN, RN Breckenridge School of Nursing Mary Breckenridge was born in 1881 in Kentucky. She was born into an influential family, and for that she enjoyed a privileged childhood as well as getting an education in the U. S and Europe. Mary Breckenridge’s father was the U. S ambassador to Czar Nicholas II of Russia. By the time Mary Breckenridge was 26 years old she had become widowed, as well as losing both of her children at an early age. At this time Mary Breckenridge has decided to dedicate her life in improving the health of women and children. Gina Castlenovo, November 2003. ) Mary Breckinridge became a registered nurse in 1910 and worked at St. Luke’s Hospital in New York. During this time she was as well working in France during World War I, this is where Mary Breckinridge became exposed to new healthcare ideas. Mary Breckenridge stated â€Å"After I had met British nurse-midwives, first in France and then on my visits to London, it grew upon me that nurse-midwifery was the logical response to the needs of the young child in rural America†¦ My work would be for them†. Gina Castlenovo, November 2003. ) Proceeding after World War I Mary Breckenridge went to Columbia University and studied public health. She wanted to conquer the health issues in eastern Kentucky; this area had few roads and absolutely no physicians. Her theory was if she could be successful in such a run down, poor area she could be successful anywhere. Mary Breckenridge got around by traveling horseback and teaching families about their health as well as local lay midwives about birth practices.By doing this she had learned that women lacked prenatal care and gave birth to an average of nine children, this was done by mostly self taught midwives, and farmer’s wives. They relied on traditional beliefs and invasive procedures. (Gina Castlenovo, November 2003. ) Mary Breckinridge believed children’s healthcare should start in the prenatal period (birth-child’s first years) due to a high maternal mortality. When returning to London she became a certified nurse-midwife. She then went to Scotland to observe the work of a community midwifery system.This system served poor and rural areas. The structure was decentralized and was used as a model for the Frontier Nursing Services. Once arriving back in Kentucky in 1925, Mary Breckinridge began the work that would introduce a new type of rural health care in the United States. (Gina Castlenovo, November 2003. ) In 1925 The Frontier Nursing Service (FNS) was established, this was a private charitable organization. The entire serving area was about seven hundred square miles in southeastern Kentucky. Mary Breckinridge raised over six million dollars to support this organization.Many people believed this was due to her influential connection and speaking engagements. The staff was made up of nurse-midwives that w ere trained in England. The staff traveled by horseback and or by foot so that they could provide quality prenatal and childbirth care in the clients’ own home, they functioned as both midwives and family nurses. Clients were able to pay low fees in money and or goods. No one was turned away, and in doing so both maternal and infant mortality rates decreased significantly. (Gina Castlenovo, November 2003. )The Frontier Nursing Service (FNS) registered over sixty four thousand patients since 1925. The FNS as well delivered over seventeen thousand babies with only eleven deaths. One of the nurse-midwife began the first American school of midwifery in New York in 1932. The FNS founded its own school in Hyden Kentucky in 1939. Mary Breckinridge ran the Frontier Nursing Service until she passed away in 1965. (Gina Castlenovo, November 2003. ) The FNS still serves southeastern Kentucky, now with a hospital in Hyden, four rural health clinics, a home health agency, and the FNS Schoo l of Midwifery and family Nursing.Many people from all around the world come to study this particular model of rural and social service delivery. (Gina Castlenovo, November 2003. ) The American College of Nurse Midwives recognizes Breckinridge as â€Å"the first to bring nurse-midwifery to the Untied States† and the Frontier School of Nursing as â€Å"a leader in nurse-midwifery in the Untied States. In 1982 Mary Breckinridge was inducted into the American Nurses Association’s Hall as a tribute for her contributions to the nursing profession in women’s health, community and family nursing, as well as the rural health care delivery. Gina Castlenovo, November 2003. ) Mary Breckinridge had the right Idea about wanting to help the less fortune. In today’s society we have Medicaid. The Medicaid program was designed to provide health coverage for lower-income people, families, pregnant women, children, elderly and people with disabilities. (Medicaid) Reference s Gina Castlenovo, M. M. (November 2003. ). Mary Breckinridge http://www. truthaboutnursing. org/press/pioneers/breckinridge. html. Medicaid. (n. d. ). Medicaidhttp://www. healthcare. gov/using-insurance/low-cost-care/medicaid/. Washington, D. C. 20201.

Conservation of heritage site of dhaka city

Background of the study Dacha, one of the oldest cities of Bangladesh, has a glorious history of over 400 years. Because of the location and strategic advantage, it was the hub of central activities and administrative activities during various historic periods. The Buddhist and Hindu kingdoms, the Fagan Ruling prior, the McHugh Ruling Period, the British Colonialism, the partition of Bengal, the Liberation War and the contemporary era have enriched Dacha's history and the testimonies of those periods have remarkable significance in the nation's identity.With the passage of time, Dacha has gone through changes to keep pace with the modern globalizes world but yet some testimonies of different historic periods remain. RAJAH has enlisted 93 historic sites of Dacha of different historic periods and published in a gazette form in 2009 but proper measures have not been taken from government initiative to conserve majority of these sites after enlistment. As a result the condition of many o f these historic sites are formidable in respect to structural condition, illegal occupancy, incompatible structures, lack of maintenance.In this study, we have tried to identify the location and present notation of these 93 enlisted heritage sites and develop some proposals and policies for the proper conservation of these sites. There have been many researches on the heritage sites of Dacha but majority of these researches focus on the sites that have gone through proper conservation measures and are maintained well. Many of the enlisted heritage sites are in deplorable condition and are in a way to ruin but do not get any attention from planning authorities.The distinction of this study from previously conducted researches is that it has covered and highlighted the heritage ties that are in a relatively deplorable condition beside the sites that are in a better condition. An overall guiding policy and framework have been proposed for the conservation of these legacies of the coun try. 1. 2 Methodology Figure 1. 1 : Methodology of the Study Project Selection: At the very first stage, the project was selected through the course teachers under the course â€Å"Urban Planning Studio†. It was about the Conservation of the Heritage sites of Bangladesh.Formulation of Objectives: The objectives of study were formulated to achieve the goal. Preparation of literature review: Literature view has been prepared by studying international rules and regulations for conservation, criteria for conservation, different acts and policies. Laws of Bangladesh also has been studied for conservation. Three cases of conserved sites from foreign countries have been studied. Selection of Study area: RAJAH enlisted 93 sites were distributed among nine groups. Each group was assign to survey ten sites.Data collection through field survey: Data and information were collected though field survey. The location of the heritage sites, their ownership status, conservation status and use s were identified. Selection of sites for detailed survey and analysis: Three sites were selected for detail survey analysis from previous ten sites. Data collection of selected sites: Data and information were collected of selected three sites. Primary data: Primary data were collected though field survey. Local people and owners were interviewed and photographs were taken through this process.Secondary data: Secondary data were collected though visiting different Government offices, private organizations and internet. Problems identification: Different problems and issues were identified through survey and analysis. Determination of leslies and proposals: Policies and proposals were generated and determined considering the prospects and problems regarding the sites. Final Presentation and Report Submission: Finally a presentation has been prepared and report has been submitted. 1. 3 Objectives 1. To study location and present condition of the historic sites of Dacha city. . To det ermine some proposals for the conservation of selected sites. 1. 4 Rationale of the study: Historic site conservation is very significant an issue to bring variability and uphold the historic magnificence while planning an urban area. So, a defined study on inspiration of the heritage sites for formulating comprehensive guidelines based on the identified issues is Justifiable. 1. 5 Scopes and Limitations While conducting the study some scopes of the study were identified as well as some limitations were faced.Scopes To identify the present state of the heritage sites, detail survey have been performed and secondary sources have been gone through carefully. The owners of the sites have also been interacted to sort out the problems underlying in conservation of sites. The analysis has helped to formulate the policies and proposals for the maintenance of the historic sites. If any project is planned in future by government or private sector for the conservation of heritage sites, the f indings of this study would help to a great extent. Limitations Extracting of data regarding the heritage sites requires much time.Because of time limitation, the analysis could not be done in a greater scale. For conducting the survey it was necessary to visit the study area several times which caused problems with expense issues. In some cases, the owners were not that much willing to provide information. Accessibility to some sites was very poor because of the poor infrastructure and transport modes. Getting information from government authorities was difficult because of their resource limitation. No systematic database is maintained in most of the government authorities.Chapter 2 LITERATURE REVIEW â€Å"The cultural heritage may be defined as the entire corpus of material signs – either artistic or symbolic – handed on by the past to each culture and, therefore, to the whole of humankind. † (CICERO, 1990, p. 4) 2. 1 Criteria for Conservation 2. 1. 1 General criteria Scholars and organizations have established criteria to assign a site or structure as heritage site based on various parameters. Countries worldwide have developed their own assessment criteria for heritage conservation considering these conventional parameters as well as taking into account the particular issues of own regions.World Heritage Trust has fixed six criteria (Aesthetic, Typical, Scarcity, Historical role, Enhancement of adjacent areas, Superlatives) the fulfillment of one or more of which would make a site worthy of conservation. Reign (1902) categorized the parameters in basic five typologies- Age, Historical, Commemorative, Use, Newness. Lips (1984) emphasizes five aspects (Economic, Aesthetic, Associative-symbolic, and Informational) for assigning a site as a heritage site.Burr Charter proposes for assigning a site as a cultural heritage when it has any or more than one of these values: Social (including spiritual, political, national, other cultural), Scie ntific, Aesthetic, Historic (Mason, n. D. ). Age, historical legacy, special architectural fabric of some particular period, rarity, human settlement of traditional indigenous communities are some very common criteria observed in the conservation principles of most of the countries' act. Regarding age of the buildings, majority of nations' isolation call for conservation of structures erected before 100 years or more.In Scotland, buildings erected before 1840; in Germany, those places which have survived for at least 50 years; in South Africa, structures older than 60 years; in Egypt, historic sites more than 100 years old; in Pakistan, structures of at least 75 years; in England, historic sites erected before 1st July 1948 are recommended to be enlisted as heritage sites (English Heritage, n. D. ). Conservation of religious icons, like- ancient churches, mosques, cathedral, temples, cemetery, tomb, monastery, holds significant importance for conservation in the acts of majority of countries.Conservation of ancient mines, caves, forts and palaces are very common worldwide. 2. 1. 2 Country wise Special Criteria Some nations have unique historical background or cultural identity which plays an important role in their fixing of criteria for heritage conservation. In Nepal, the religion has a great impact in the conservation criteria of cultural heritage. In some countries, the places that have association of the historical or religious leaders are conserved for the spiritual and historic significance. According to AncientMonuments Protection Act of Nepal, † Archaeological Object means the object made and used by human being in prehistorically period or handwritten genealogy, scribed or inscribed idol, temple of god or goddess, Buddhist cenotaph, statue, thanks, things used in royal palace†. (Department of Archaeology, 1956) South Africa has a remarkable history of slavery and this holds a vital place in their assessment criteria of a site to be in con sideration of conservation (SAHARA, 2013). In South Africa and England, the assessment criteria have been set bringing all the historical monuments under three grades or categories.In South Africa, Monuments of having importance at national level are assigned in Grade I and monuments having significance at provincial level fall in Grade II and the remaining ones with exemplary architectural interest fall in Grade Ill. English Heritage,a public body of the British Government in England, classifies the heritage sites of England in three categories: Grade I (buildings of exceptional interest), Grade II* (particularly important buildings of more than special interest), Grade â€Å"(buildings of national importance and of special interests)(English Heritage, n. D. ).In India, INTACT also categorizes the sites for conservation in two groups according to priority for conservation. Priority has been given to out-of-town developments meaning that town centers, local trade and small scale co mmercial enterprises are under threat (INTACT, n. D. ). In China, the ancient trees are also assumed as cultural property and are recommended to conserve. In September 2002, when the Municipality of Beijing issued a plan for protecting cultural property and relics within the municipality's borders, it included a provision for protection of â€Å"ancient and famous trees† (Durra, 2004). Norway Act Concerning the Cultural Heritage, tress of special significance are recommended to conserve(Ministry of Environment, 1978). 2. 2 Principles 2. 2. 1 Publishing of enlisted buildings in gazette form In most of the country, the list of the heritage sites is published in a gazette form to inform the general people. The list is also published in a number of renowned newspapers to get people informed. In Norway, notice is given in the Norwegian Gazette and in at least two newspapers for public inspection.In Nepal, the list of selected heritage sites is published in a gazette form (Departme nt of Archaeology, 956). 2. 2. 2 Ownership, acquisition and maintenance Regarding ownership, owners are encouraged to conserve the heritage sites leaving it to original owner based on the condition of its proper maintenance in many countries. In some cases, government acquires the historic buildings from owners when there is lack of proper maintenance or vulnerability of its demolition. In Nepal, acquisition of historic sites is observed.In Section 5, the Chief Archaeology Officer has been empowered to cause the owners of ancient monument to enter into a deed of responsibility for Supervision of the monument, responsibility of the monument ND duties of its watchman (Department of Archaeology, 1956). In India, the central government may acquire the protected monument under provisions of the Land Acquisition Act, 1894 if a protected monument is in danger of being destroyed, injured, misused, or allowed to fall into decay.In Section 2(C) of Indian's The Ancient Monuments and Archaeolog ical Sites and Remains Act, it has been stated that owner's right can be restricted for ensuring the proper maintenance of a historic site (Gazette of India, 1958). In case of private ownership, an agreement is signed between the owner and the government for the proper protection of the monument. In Australia, The Minister enters into an agreement (a heritage agreement) on behalf of the Territory with the owner of a heritage place or object (Department of Lands, Planning and the Environment, 2011). . 2. 3 Tax incentive for conserving heritage sites TAR (Transfer of Development Right is a very effective measure in motivating the owners of the heritage site to leave the heritage site in government's acquisition for its proper safeguard. Conservation projects in Hong Kong and Australia gives evidence of effectiveness of TAR in motivating the private owners. Tax reductions and ax incentives can be effective instrument to encourage the owners of the historic monuments to conserve the his toric building.In Germany, the owner of a general building who lets his property has a depreciation of tax of only 2 % per annum. The owner of a historic building has for eight years a depreciation of 9 % per annum and for the following four years a depreciation of 7 % per annum (RISC Research, 2007). 2. 2. 4 Construction compatibility Compatible construction and maintenance of environment within a particular extent of the enlisted site is observed in the legislation of many countries.In article 7 of Ireland's Law on the Protection of Historical and Cultural Properties, it has been mentioned that no person can build or allow another to construct a building within the registered limits of an archaeological area, without the permission of the Institute of Archaeology (Office of Attorney General, 2004). In Pakistan, the zone for compatible construction around a historic site is fit (Antiquities Act, 1975). To protect a historic structure from disturbance in Norway, a zone shall extend from the visible or known perimeter as far as necessary around an automatically protected monument r site.The area shall be encircled in each case by the concerned authority (Ministry of Environment, 1978). In India the prohibited area is mm and more mm beyond it is also included for reconstruction, repair or renovation compared to the main site (Gazette of India, 1958). 2. 2. 5 Alteration of heritage site Addition, destruction or alteration is strongly discouraged in majority of country's legislation. If done so, provision of punishment is kept in most of the country's act.However, if any such measure for alteration is to be undertaken, taking consent from planning authority is a must. In Policy BE 8 and Policy BE 12 of Planning Policy Statements of Ireland, it has been stated that the planning department can permit for any alteration when the new development is in sympathy with the characteristic built form of the area and the scale, form, materials and detailing of the developmen t respects the characteristics of adjoining buildings in the area. The environmental aspects have also been considered (Planning, Archaeology and the Built Heritage, 1999).In Germany, it is mandatory to seek permission from the state authorities for all proposed changes to the building, or demolitions and any change that does not eave resemblance with the original form cannot be done. For example, no modern large windows are allowed in a historic building (RISC Research, 2007). According to England's legislation, new work or alteration in England to a significant place is acceptable if the alteration ensures no material harm to the values of the place and the value of the place is reinforced or further revealed (English Heritage, 2008).Some countries' acts have provision for replacement or alteration of features of heritage sites if the feature is in an almost ruined state. But the condition of minimum intervention to the originality of the heritage site is persistently applicable i n these scenarios. If repair of a historic structure by stabilization, consolidation, and conservation proves no satisfactory result, the next level of intervention involves replacement.This replacement has to very limited and is applicable in kind of extensively deteriorated or missing parts of features when there are surviving prototypes (for example, brackets, dentals, steps, plaster, or portions of slate or tile roofing). The replacement material needs to match the old both physically and visually, I. E. , wood with wood, etc (Weeks, et al. 1995). In special cases, permission can be given for demolishing a building but this is very rare a scenario. In Ireland, The Planning Department does not permit the demolition of a listed building unless there are exceptional reasons.Proper reasoning has to be Justified before demolishing about why the building cannot be retained in its original or a reasonably modified form (The Planning Service, 1999). 2. 2. 6 Penalty for damage Any damage or attempt to harm the heritage site calls for severe punishment in most of the country's legislations. According to Indian's legislation, any person who moves NY antiquity shall be punishable with fine which may extend to five thousand rupees; and the court conviction a person of any such contravention may by order such person to restore the antiquity to the place from which it was moved(Gazette of India, 1958).Section 51 of National Archives and records service of South Africa Act calls for guilt fines up to a maximum amount of ROI 000 for infringement of the terms of Act and heritage resources authority is responsible for punishment (SAHARA,1996). 2. 3 Strategies for Conservation The common tools used in different countries for conserving a historical site involve obliteration, restoration, replication, adaptive reuse and preservation. Restoration is a process where any alteration from the original form is removed and the structure is returned in exactly its original form.It is the toughest form of conservation and can only be carried out when there is substantial physical and documentary or oral evidence to retain the authenticity of the structure. Rehabilitation and renovation are more flexible conservation approaches. Rehabilitation has to be undertaken to make decrepit buildings usable again by bringing necessary modifications in the interior art and leaving the exterior part in the original form.Preservation should be considered as the primary treatment when the historic place's materials, features and spaces are essentially intact and thus convey the historic significance without extensive repair or replacement (Canada's Historic Places, 2010). Adaptive reuse refers to the utilization of buildings other built structures and sites of value for purposes other than that for which they were intended originally (Australia COSMOS, 2013). Relocation is also a conservation tool which is applied in very rare cases. In Egypt, relocation of a heritage site is d one only if the site is in danger of natural hazard.Otherwise conservation has to be done in the original place (Nashua, et al. , n. D. ). 2. 4 Institutional Arrangement for Conservation For conserving the historical monuments, a strong institutional framework and coordination among the authorities is found in western and some of the Asian countries. The conservation procedures from the very beginning of assessment and declaration of the site as a historical monument towards the protection of the site from decay is done by Archaeology Department of the nation and the planning omission or planning department of the government.The institutional framework for heritage conservation involves the following steps: Figure 2. 1 : Planning process methodology for institutional framework Source: Mason ( n. D. ) 2. 4. 1 Government agencies, central and local government In Norway, Norwegian Directorate for Cultural Heritage Management is a government agency manages cultural heritages at national level whereas County Municipalities are responsible for the management at regional level.The State Administration of Cultural Heritage (SASH) is responsible for historical site conservation in China. In Singapore, AURA (Urban Redevelopment Authority) is designated as the national conservation authority charged with powers under the Planning Act to issue conservation guidelines, advise the Minister for National Development on getting areas for conservation and grant planning permission for restoration works apart from serving as the national planning authority(Legislative Council Secretariat, n. D. . The responsibility is distributed between the central and the local government in Ireland as the entire procedure of conserving and managing the historic sites becomes difficult and complex if only the central government is involved. The Minister has responsibility for formulating national policy in relation to the physical heritage and for the implementation of the National Monuments A cts. Physical planning is implemented at local government level, under the policy direction of the Minister (Packard, 2001).In South Africa, heritage resources are managed by the levels of government closest to the community (SAHARA, 1996). The Norwegian Directorate for Cultural Heritage Management is responsible for the management of cultural heritage in Norway on the national level. At the regional level the county municipalities are responsible for the management in their county. For archaeological excavations there are five chartered archeological museums authority (Ministry of Environment, 1978).Regarding coordination among the agencies of government, Philippines shows a good collaboration and management understanding among the agencies. The cultural agencies and other national government agencies (The Department of Tourism, the Intramural Administration, The Department of Public Works and Highways, The National Commission on Indigenous People, The UNESCO National Commission of the Philippines, The Office of the special Envoy of Transnational Crimes) consult, coordinate and work closely tit the commission in the implementation of their respective programs/pro]sects (Congress of Philippines, 2009). . 4. 2 International organizations International organizations also extend their assistance to manage the entire process of conservation or undertaking any measures needed for conservation in form of technical and financial assistance. UNESCO, International Centre for the Study of the Preservation & Restoration of Cultural Properties (CICERO), The World Heritage Trust, International Institute for Conservation of Historic and Artistic Works (â€Å"C) are some international organizations playing vigorous role in promoting the cultural heritages worldwide( UNESCO, n. D. ). 2. 4. Private and autonomous organizations Some private and autonomous organizations are also observed to play important role in conservation of the historical legacies. In Nepal, an organizatio n named Ought Corporation, an autonomous organization of government of Nepal has a major role in looking after the proper protection of the private ancient monuments. In South Africa, The national system for the management of heritage resources (SAHARA) and in India, The Indian National Trust for Art and Cultural Heritage (INTACT) have a vital role in raising heritage awareness among people and in taking care of the historical structures( INTACT, n. . ). 2. 4. 4 Involvement of professionals In some instances, committee is formed by multi-disciplinary team of experts to provide technical assistance in the entire procedure of conservation. In Afghanistan, a committee is formed and named the Archeological Committee consisting of two archaeologists, scientifically competent member, one historian, a lecturer from the Faculty of Social Sciences from the University of Kabul, one engineer or architect according to the Law of Protection of Historic and Cultural properties (Ministry of Justic e, 2004).For discovering the defects of cultural heritages, five-yearly inspections are undertaken before irreversible damage occurs involving specialist professional specially conservation architects (Kent, n. D). According to legislation of England, if a local planning authority does not have the full range of expertise to assess the financial Justification and the assessment of proper development, it will be necessary to involve external consultants (English Heritage, 2012). 2. 4. Public- Private Partnership Public private partnership is effective way to undertake and manage the entire procedure of conservation measures.In Nepal, public participation is encouraged to manage and look after the conserved sites watchman (Department of Archeology, 1956). 2. 5 Financial Arrangement for Conservation Funding for the conservation of heritage sites usually comes from owners' initiatives, public funding, international donation, private associations, grants and loans. In Egypt, Together wit h public funds, there are international donations assisting conservation of heritage sites. Salvage of Nubian Monuments was assisted by the UNESCO in the sixties (26 million dollars) and Infertile tomb by Getty (1 million dollar) (Nashua, et al. N. D. ). There are two principal programs of aid available in Ireland. L) Tax relief program for expenditure on approved heritage buildings, gardens and objects in respect of repair, maintenance or restoration. 2) Grant aid program for the conservation of the architectural heritage which is administered through local planning authorities . This scheme was initiated in 1999 with budget of E. 9 million. Grants available under this scheme are small, within a range of E 500-10000 although grants of up to E20000 may be provided in exceptional circumstances (Packard, n. . ). In Norway, all or some of the costs are met by the State and decision regarding this funding is taken by the Minister. Where less extensive private projects are involved, all or part of the costs is met by the State, if these costs impose much burden for the initiator of the project (Ministry of Environment, 1978). In Section 77 of England's Listed Buildings and Conservation Areas act it has been mentioned State makes grants or loans for the purposes of defraying the whole or part of expenditure required for conservation works.Other grant sources than State's grant may be available from the Heritage Lottery Fund, local authorities, heritage groups and amenity societies (Kent, n. D. ). In Nepal, renovation of the private and public monuments is done by ‘Town Development Fund'. Amount may be received as donation or grant from Government or any person or organization, international organization, foreign government or entrance fee (Department of Archeology, 1956) The funding agencies which assist INTACT in India to undertake any conservation of cultural heritage sites include: Gag Khan Program, Australian High Commission,Helen Hamlin Trust, UK,INTACT ( I-J) Trust, Maharani Museum Trust, Jodhpurs, UNESCO, World Monument Watch, Unit Foundation ,Ministry of Foreign Affairs and Cooperation of Spain (MACE),Patella Heritage Society, Ministry of Tourism, Department of Archaeology, UNCUT, Shinbone Japan, University of Allahabad, Infrastructure Development Corporation Ltd. University of Hawaii's at Manna,Department of Cultural Heritage, Government of Kananga, Archaeological Survey of India ,Ministry of Culture, ,Ministry of Environment, Ministry of Human Resource Development, ,Ministry of Railways( INTACT, n. D. ). 2. 6 Conservation in Bangladesh The Antiquities Act, 1976 has been followed so far for the conservation of the heritage sites. The other legal provisions are Immovable Antiquities Preservation Rules 1976, The Archaeological Works Code 1938, and The Manual of Conservation of 1922(Department of Archaeology, n. . ). 2. 6. 1 Criteria and Principles Immovable antiquity has been defined in Antiquities Act as â€Å"any urban site, str eet, group of buildings or public square of special value which the Central Government, being of the opinion that its preservation is a matter of public interest by reason of its arrangement, architecture or materials of construction, by deification in the official Gazette, declares to be an immovable antiquity for the purposes of this Act† Criteria for Conservation (Department of Archaeology, 1968, p. ) The Department of Archaeology of Bangladesh considers enlisting a historic or archaeological edifice only if it is 100 years old as per provision in the Antiquities Act (Ancient Monuments Preservation Act of 1904). But the committee formed for enlistment of historic sites on behalf of ARRACK enlisted an edifice considering historical, architectural, political, aesthetic and cultural value even if it is not 100 ears old(The Daily Star, 2008).The conservation practice in Bangladesh is archaeological preservation and it is based on the legislations introduced in 1922 by Sir John Marshall, the founder director General of Archaeological Survey of India (Wisped, n. D. ). Conservation, Acquisition, Penalty For the decision regarding conservation, an advisory committee is stated to take the responsibility which consists of director, two members of parliament, and three other persons having special knowledge about antiquities.The committee would give decision about a property the owner of which cannot be traced. Section 7 of Antiquities Act demonstrates that provincial Government can acquire a land or any part of the land that contains antiquities under the Land Acquisition Act, 1894 (1 of 1894) for public purpose after getting direction from the Central Government.Section 16 of the Act calls fir compulsory acquisition of an immovable antiquity if it is in danger of decay. A protected immovable property cannot be used for any other purpose than its preservation and administration. In Section 20 of the Act, provision for penalty for counterfeiting or damaging anti quities has been kept, but what pacific punishment would be given has not been clarified (Department of Archaeology, 1968).Though TAR (Transfer of development Right) is very effective to persuade and encourage private owners to cooperate in government's move of conserving heritage sites, it has not been introduced in Bangladesh till 2008(The Daily star, 2008). Change and Compatibility In Dacha Metropolitan Building Rules (Impart Norman Abdominal), it has been stated for any change, development, extension or destruction of building, a written statement is needed from the authority. The authority can permit entirely or partly

FASB essays

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Development of civilization As advanced of a society we live in today it is sometimes hard to perceive how far we have come along in the last couple thousand years. From today’s metropolises, religious quarrels, ten million man armies, computer graphics, political leaders, and records on everything from Wall Street to what J-lo and Ben are up to. To the early civilization cave drawings of a mammoth, three man hunters, ten person settlements, gods of fire, tooth necklaces, and village chiefs. There have always been six constant factors that have defined civilization. Though very different in structure they all achieve the same purpose, to live harmoniously as a group. I guess? Most of the early civilizations were all based around of some water source, such as the most famous, the Nile River in Egypt. This provided a place for people to bathe, hydrate, hunt, and participate in such activities together. This was the basis of all that followed of urbanization. Though not planned it started a community that eventually became structured. This is where all political, economic, culture, and religion was based around. Though religion is different in all early civilizations it remained to have the same concept of ideas of a higher being or beings knowing all and controlling a certain element of life. Again, infamously the Egyptians which were as strong as any other in religious beliefs and ceremonies. It was the biggest factor in there society. Everything from what they ate to how they were buried had to do with some religious factor. It also served as there government. The Pharaohs were perceived as gods with special powers of some sort. They in fact also ran the government with firm power. They controlled everything including the military. This was one of the most well documented theocracies in history. As society progressed a certain distinction between people developed. It was the defining factor on which you are... Free Essays on Civilization Free Essays on Civilization Development of civilization As advanced of a society we live in today it is sometimes hard to perceive how far we have come along in the last couple thousand years. From today’s metropolises, religious quarrels, ten million man armies, computer graphics, political leaders, and records on everything from Wall Street to what J-lo and Ben are up to. To the early civilization cave drawings of a mammoth, three man hunters, ten person settlements, gods of fire, tooth necklaces, and village chiefs. There have always been six constant factors that have defined civilization. Though very different in structure they all achieve the same purpose, to live harmoniously as a group. I guess? Most of the early civilizations were all based around of some water source, such as the most famous, the Nile River in Egypt. This provided a place for people to bathe, hydrate, hunt, and participate in such activities together. This was the basis of all that followed of urbanization. Though not planned it started a community that eventually became structured. This is where all political, economic, culture, and religion was based around. Though religion is different in all early civilizations it remained to have the same concept of ideas of a higher being or beings knowing all and controlling a certain element of life. Again, infamously the Egyptians which were as strong as any other in religious beliefs and ceremonies. It was the biggest factor in there society. Everything from what they ate to how they were buried had to do with some religious factor. It also served as there government. The Pharaohs were perceived as gods with special powers of some sort. They in fact also ran the government with firm power. They controlled everything including the military. This was one of the most well documented theocracies in history. As society progressed a certain distinction between people developed. It was the defining factor on which you are...

Impure public goods Essay Example | Topics and Well Written Essays - 1000 words - 1

Impure public goods - Essay Example For example, people can pay to enter a showground to witness fireworks but the ones who failed to pay can still watch the fireworks being launched through their windows. Alternatively, people pay for cable television services however some may decide not to pay but still watch the same programs from free to air channels (Bulte, Van Kooten and Timmothy, 2003). Non- rival condition applies in the context that an individual’s consumption of a product does not affect another person’s opportunity to utilize the same product. For instance, a person watching a football match on his/her television will not deny another person in a different setting who wants to watch the same game. The needs of both people can be satisfied simultaneously without any form of competition. However, the company managing the cable television can decide not to connect homesteads that do not pay for its services thus discontinue provision of those services to those people hence being referred to impure public goods (Arriagada and Charles, 2011). An externality is the impact of a monetary movement felt by those not straightforwardly included in the financial action. Externalities are regularly more negative, and thus it is the negative externalities that catch our consideration. Positive externalities are frequently depicted as overflow impacts to propose their belongings, and are felt by customers who were not specifically expected by their makers. The business sector trade, presumes that brokers have aggregate control over every part of their item, the costs and expenses they charge elaborate to the full cost of generation in addition to benefit, and that they can be considered responsible through the instalment of fines and different punishments for the harm brought on by their items (Arriagada and Charles, 2011). In any case, the way that their items may have positive externalities implies that the

Why does 'Capturing the Friedmans' divide audiences so often Is this Essay

Why does 'Capturing the Friedmans' divide audiences so often Is this the result of its subject matter or how the film presents its material - Essay Example It is a fact to state that the material of the movie is the major cause for the division of the audience. There may be slight connection to the subject matter but if the documentary had revealed the facts in accord with truth without tempering with it than the audience may have not been divided themselves in to two different perspectives (Leadership Council, 2002). However, before the paper matures in to an argument it is essential to be familiar with all details of the case. The following paper is weaved using authentic websites, documents, books, and journal articles in order to present an argument which is solid in its essence and is impressionable. However, the use of websites is in excess in order to gain insight into the minds of its audience, who holds a conflicting view either with the documentary or a conflict of view among themselves. The conflict in my opinion after extensive research, occurs due to the material of the documentary, otherwise the case stands clear (Richard Webster, 2004). From today, 25 years ago the police officials came to the doorstep of the Friedmans to arrest Arnold Friedman for sexually abusing children. Arnold was soon exposed to the charges that were levied on him due to rapping dozens of boys inside his house form his computer class that he conducted at home. Although, the police was able to find the pornographic magazines there were no other such as physical evidence, found that would stand as a solid proof of the crimes that Arnold was convicted. Moreover, the movie did not show that there were any complaints before Arnold was convicted with the crime (Leadership Council, 2002). Before the giving a verdict it is imperative to take in to consideration the way the truth was moulded and fashioned and also to consider the arguments presented by the director in order to provide a statement to the critics. It is