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.