Sunday in the park with George Essay Example | Topics and Well Written Essays - 1750 words

Sunday in the park with George - Essay Example The particular song, â€Å"Finishing the Hat† was chosen because of the several meanings that it has throughout the song. The focus in this song is based on George and losing his loved one. When he approaches this, he calls it finishing the hat, which works as a metaphor to the incomplete piece that he is feeling at the moment. This universal theme of losing love is able to tie together to the rest of the emotions that George is feeling as well as the absence of his loved one at this particular moment. Even though this is the main theme of the song, there are other interpretations that can be added into this and which are noted from the lyrics as well as the musical techniques that are used through the piece. The â€Å"Finishing the Hat† song is not only interesting because of the main themes that George is singing about. There are several musical changes that are used throughout the piece to create different expressions. When listening to this piece, one is able to tie it into the rest of the musical, while allowing this particular theme to stand on its own. This combination of elements allows the piece to be one of the strongest in the musical and provides a deeper understanding to what is occurring in different parts of the song. This allows one to develop a specific relationship to George, the situation and what is occurring, specifically through the musical techniques. The song â€Å"Finishing the Hat† is used as a pause in the main story line to express the emotions that are occurring through the plot line. The first way that this relates to the plot line is through the main theme used with â€Å"Sunday Park in the George.† This musical was known to be taken from the painting that was a part of the time frame of 1884 (see Appendix A). The artwork that was depicted during this time is one of the most renowned pieces that are from the different

Financial reporting Research Paper Example | Topics and Well Written Essays - 3750 words

Financial reporting - Research Paper Example Both CarMax and AutoNation engage in the sale of used vehicles; however, they also trade new vehicles. This report sheds light on the US automotive industry which experienced sale of 15,600 vehicles in 2013. The report further assesses the past financial performance of CarMax and AutoNation. Among the financial aspects that would be analysed include, the revenue and working capital. Additionally, the report analyses the strategies that are used by both AutoNation and CarMax to maintain a competitive edge at the market. AutoNation is rated as the largest automotive firm that retail vehicles in the US (Morningstar 1). It is also considered the top company that offers both used and new vehicles to the market. With its foundation dating back to 1996, the company runs more than 260 dealerships in the United States (AutoNation 1). The company’s headquarters is based in Florida. According to AutoNation, the management of the company consists of the Chief Executive Officer, Mike Jackson and the COO (Chief Operation Officer), Maroone Mike. AutoNation experienced revenue of $17.517 billion as of 2013 (1). However, the total equity stood at $2.061 billion in the same year (AutoNation 1). On the other hand, Morningstar shows that CarMax is the largest company that engages in the selling of used cars (1). The company was founded in 1993 (CarMax 1). Currently, the company boasts of one-hundred and twenty-eight stores where the pre-owned vehicles are sold (CarMax 1). The headquarters of the company is located in Virginia, US. Under the leadership of the Chairperson, Mr. Tiefel William, the Chief Executive Officer, Folliard Thomas and the Chief Finance Officer, Mr. Reedy Tom, CarMax managed to record revenue of $12.547 billion as of February 2014 (CarMax 1). This report is set analyse the economic features of the US automotive industry. Additionally, the report would assess the strategies that are used by AutoNation and CarMax. The report would finally analyse the

Ersatz Happiness Essay Example | Topics and Well Written Essays - 1250 words

Ersatz Happiness - Essay Example However, this kind of euphoria is clearly false and robs a person’s right to a substantial life. The different characters in the story also portray hints that being in the new world is not really satisfactory. In the same sense, all the other methods that the Utopians have such as the â€Å"feelies† in order to have a â€Å"happy† life are blemished. The feelies is a kind of a movie theater that is supposed to be the main source of entertainment. In this cinema, the senses are falsely generated. Thus, Utopian’s ersatz happiness equates to a meaningless existence. The author, Huxley, cautions his readers against scientific utopianism. Though his novel was published in 1932, the principles that may be derived from his work are still quite applicable today. Unlike the contemporary utopian novels of his time such as â€Å"A Modern Utopia† by H.G. Wells, he sought to picture a pessimistic future. This may be influenced by the industrial revolution that w as quite apparent in the 20th century. There were also particular companies that advocated advancements concerning science and technology such as Imperial Chemical Companies (ICI). In its prime, it was known as the â€Å"biggest chemical group in the UK† (Bawden 1). This may have influenced Huxley’s portrayal of pharmacological achievements. ... A number of them could have viewed cutting-edge science as a savior. In addition, due to the unemployment at that time, the use of marijuana was introduced by Mexican immigrants (Monroy 27). Some people used this psychoactive drug to escape reality and experience a moment of elation. This is somehow parallel with Soma which was used to annihilate negative moods. In the story, there are indications that the Utopians felt that something was missing in their existence. They have occasional inklings of dissatisfaction. â€Å"Happiness is not a static state. Even the happiest of people- the cheeriest 10% -feel blue at times† (Wallis 2). There is a need to experience painful emotion to truly feel happiness. It is the healthy combination of negative and positive emotion that helps people to make a sense of reality. Without feeling low, it is difficult to realize the opposite. Hence, the people in the new world did not really have euphoria in the real sense. The difference between the so called perfect world and that of the outside is portrayed when the difference between the Savage Reservation and the new world was described. This is especially noticeable in John who was known as â€Å"the savage†. He spent his early childhood in the Reservation and was brought to Utopia. Indeed, he did not have the culture that denotes a very stable society. However, he still possessed quite humane characteristics such as truthfulness as well as benevolence. Comparably, people who are genuinely happy have more positive attributes. â€Å"Kindness might create a virtuous cycle that promotes lasting happiness and altruism† (Dixon, â€Å"Kindness Makes You Happy and Happiness Makes You Kind). According to the

Financial reporting Research Paper Example | Topics and Well Written Essays - 3750 words

Financial reporting - Research Paper Example Both CarMax and AutoNation engage in the sale of used vehicles; however, they also trade new vehicles. This report sheds light on the US automotive industry which experienced sale of 15,600 vehicles in 2013. The report further assesses the past financial performance of CarMax and AutoNation. Among the financial aspects that would be analysed include, the revenue and working capital. Additionally, the report analyses the strategies that are used by both AutoNation and CarMax to maintain a competitive edge at the market. AutoNation is rated as the largest automotive firm that retail vehicles in the US (Morningstar 1). It is also considered the top company that offers both used and new vehicles to the market. With its foundation dating back to 1996, the company runs more than 260 dealerships in the United States (AutoNation 1). The company’s headquarters is based in Florida. According to AutoNation, the management of the company consists of the Chief Executive Officer, Mike Jackson and the COO (Chief Operation Officer), Maroone Mike. AutoNation experienced revenue of $17.517 billion as of 2013 (1). However, the total equity stood at $2.061 billion in the same year (AutoNation 1). On the other hand, Morningstar shows that CarMax is the largest company that engages in the selling of used cars (1). The company was founded in 1993 (CarMax 1). Currently, the company boasts of one-hundred and twenty-eight stores where the pre-owned vehicles are sold (CarMax 1). The headquarters of the company is located in Virginia, US. Under the leadership of the Chairperson, Mr. Tiefel William, the Chief Executive Officer, Folliard Thomas and the Chief Finance Officer, Mr. Reedy Tom, CarMax managed to record revenue of $12.547 billion as of February 2014 (CarMax 1). This report is set analyse the economic features of the US automotive industry. Additionally, the report would assess the strategies that are used by AutoNation and CarMax. The report would finally analyse the

Consider Carvers view on marriage Essay Example for Free

Consider Carvers view on marriage Essay Marriage is defined by dictionaries as a formal union of a man and a woman, by which they become husband and wife. However, books containing a list of words adjacent to their definitions do not fully define the concept of marriage. Some argue that marriage is about love and trust; others think of it as a permanent commitment between two people. In the stories with which Carver presents us in his book, Will You Please Be Quite, Please? marriage is about love, where love is not an experience of high excitement but a form of available reassurance, security and comfort. In Carvers view, love involves alleviating fear and providing the feeling of security that one is not alone. In the late stages of a marriage, mature couples tend to pay attention to the fear of loneliness, the fear that all human beings, such as their partners, are mortal which makes them feel vulnerable. In The Students Wife, Carver presents us with his first view of marriage through a couple, Mike and Nan. Mike and Nan live in an urban area with their children. Mike and Nan are in a late stage of marriage and have grown apart from each other. In the story, Carver emphasizes the lost affection of a person towards their partner. In this case, Mike has become unresponsive towards Nan.  Mike and Nan have been married for a long period of time; In The Students Wife, Carver describes Mikes fading affection towards his wife. Mike enjoys reading poetry, but Nan is indifferent to it. This is evident when she fell asleep while Mike was reading poetry aloud to her (she closed her eyes and drifted off). From Carvers description of the bedroom scene, we can conclude that the couple do not share common interests. The story continues with Mike constantly implying his feelings towards Nan (He groaned extravagantly); and, when he was asked for help, he gets out of bed reluctantly. Mike finds Nan unalluring, (He thought she looked like a hospital patient in her white night gown) and feels that his wife does not arouse him with desire. When Nan tries to engage him in a conversation, Mike accuses her of living in memories of the past (that was a long time ago, Nan). With Mikes accusation and gestures, Nan feels that she has lost her identity as a wife and as a woman (Id like to be touched when Im not expecting it); she has become humiliated by having to initiate physical contact in her marriage. As the story progresses, Mike falls asleep while Nan lays awake. Her growing desperation to lose consciousness (Please, God, let me go to sleep) has failed her (she tried to sleep); her frustration kept her awake all throughout the story. She seeks comfort from her husband (Mike, she whispered) because she couldnt bear the sound of silence (There was no answer). Nan felt alone when her husband did not respond to her need. When the night was over and the morning became visible, Nan walked towards the window to welcome the sun. As the sun rises, it dawns on her that there is no longer love in her marriage (she learned a sunrise was as terrible as this). She undergoes a traumatic shock. Her marriage has failed. In this relationship, love was once present, but as the couple have grown apart, it is no longer an issue. In The Ducks, Carver presents us with his second view of marriage. In The Ducks, Carvers ideas are interpreted to us by a couple whose names are not mentioned. The couple live in a remote area and are in the later stages of marriage. Carver sets the mood by using a meteorological soundtrack: rain falling, which is repeated frequently in the story to remind us of the situation. The rain is used to symbolize time passing. In this marriage, Carver suggests that a change of scenery can make a difference. At the beginning of the story, Carver gives us a description of the meteorological conditions: a wind came and bringing gust and rain. He sets a gloomy scene. The setting of the story is set in the house of the main characters, he and she. The dialogue starts with a conversation between the couple about the trip to Reno. As the story develops, the husband expresses his feelings towards his wife (dont you feel good?); this shows that he is highly aware of his wifes feelings. Unlike the husband in The Students Wife, this husband is very responsive and tactile towards his wife (he touched her hips, pinched her dress). In this relationship, the couple have no problem with communication. The wife  seeks reassurance from her husband (kiss me bye); she initiates physical contact without the fear of humiliation because she knows that her husband will respond to her needs. This marriage shows that time does not weaken love.  The husband comes home early from work owing to the death of his work-mate (he shook his head); he becomes aware of how quickly a life can end. On that night, the death of Jack Granger brought him and his wife closer together (held hands); this action specifies that physical reassurance is present in their marriage. The couple decide to alleviate their fear by having a sex, (well sleep in late); they are making the most of the simple pleasures in life. The husbands growing awareness of the rain leads him to think of time passing. As the night carries on, the couple reflect on the past, (remember when you got me this?); distant memories give them the pleasure of remembering how they used to live. The husband has been living in the same house for a long period of time and believes that a change of scenery (someplace else) will change his spirits a place where is it not raining. In the process of making love to his wife, his mind was not devoted to the physical activity. He could not bring himself to focus on her needs (How much he loved her or if he loved her). He is frustrated and his thoughts drift to his fears (he could hear it all over the house). The sound of rain is introduced again, which disturbed him. After making love to his wife, he lies awake. His attempt to prevent the rain from falling and the time from passing keeps him alert most of the night. He begins to feel frightened (I hear something outside); he realizes that he needs his wifes reassurance. He needs her to tell him everything is going to be all right. In How About This?, Carver presents us with another view of marriage. He writes about a couple, Harry and Emily, who have travelled from San Francisco to the isolated farm houses of western Washington in search of a new place to live. Harry had always lived in cities and felt that leaving the city would grant him more happiness (a simpler life was what he had in mind); he feels that moving into a rural area will suit his needs (just the essentials) and would like a change from urban living. As they approach the house, where Emily spent most of her childhood, Harry feels disappointed (nothing he really wanted); rustic living did not level up to his expectations. Sensing Harrys disappointment, Emily reminds him of what she said before they reached the house (I told you not to expect too much); she tries to ease his dissatisfaction but finds that she cannot relieve his frustration. After touring the house, Emily feels Harrys discontentment and comforts him (Harry, we just have to love each other). She signifies that, wherever they may end up, all they have to do is to love each other in order for them to be truly happy. This marriage shows us that location is not relevant when it comes to loving a person. When Harry found that rural living was not what he wanted, Emily was there to face the consequences with him. To Carver, marriage is about a couple who are willing to be together till death parts them. He presents us with three unconventional stories suggesting different outcomes of a long-term marriage. The simplicity of Carvers semi-autobiographical stories gives us an insight into the reality of modern couples. Based on contemporary marriages, his stories are ironic compared to the stories we once read. In conclusion, marriage can be a comfort in knowing that when a person is going through pain and suffering or joy and happiness, that person is not alone.

Internet Marketing strategy concepts and definitions

Internet Marketing strategy concepts and definitions This chapter aims to present a complete theoretical framework in order to justify an analysis of the previous findings. In the literature review, the evolvement of Internet marketing strategies will be evaluated. Previous research related to digital marketing strategy and the factors affecting customer satisfaction will be clarified. The review forms the principles on which the research is built, by identifying relevant theories and concepts that will be analysed using primary data. This chapter focuses on e-commerce, e-retailing, Internet marketing strategy and consumer behaviour. 2.2.1 Internet Marketing Since business to consumer (B2C) online marketing is becoming increasingly popular in recent years, the population of online consumers is turning more mainstream and diverse (Kotler, 2008). Internet marketing strategy provides consistent direction for an organisations e-marketing activities, defined by Kotler (2007, p493), is becoming one of the mostly rapid increasing technologies of direct marketing and widespread use of the Internet and has a variety of impacts on both buyers and marketers. Therefore, the term Internet marketing refers to an external perspective of how the Internet can be utilised in connection with traditional media to supply and deliver services to customers (Chaffey, 2009). Smith and Chaffey (2008) state that: E-marketing can identify, anticipate and satisfy customer needs efficiently Identifying needs from customer comments, enquiries, requests and complaints solicited via the web sites e-mail facility Anticipating the Internet provides an additional channel by which customers can access information and make purchases evaluating the demand is key to governing resource allocation to e-marketing. Satisfying achieving customer satisfaction through the digital channel, this relates to customer relationship management. Efficiently in an automated way, probably should mean efficiently, increasing lifetime value and maintain the vast armies of not-for-profit marketers. [Chaffey and Smith, 2008, page 18] The Internet brings convenience to consumers and has also permitted the creation of virtual retailers, which are characterised by having only an online presence, such as Amazon.com (Henderson and Er-Radi, 2000). Moreover, the key reason that drives business organisations to access online is to add value for customers by providing them with attractive and effective web sites. Kotler et al. (2008) consider that widespread use of the Internet and other technologies has given marketers a brand new way to create value for customers and build strong relationships with them. The web has basically changed customers concept of convenience, speed, price, product information and service. The authors also suggest that the success of click only companies, such as Amazon, eBay and others to re-examine how they served their markets (Kotler, et al. 2008, p839). The importance of an Internet marketing strategy was underlined by Chaffey et al. (2009), who said that a strong strategy is needed to provide consistent direction for an organisations e-marketing activities. Additionally, the Internet marketing strategy is a channel marketing strategy and determines the strategic significance of the Internet related to other communication channels which are used to communicate with customers at different customer touchpoints; for Internet marketing, many online organisations intended to use search engine optimization (SEO), pay-per-click (PPC) marketing, affiliates and e-mail marketing (Chaffey, et al. 2009, p201). Obviously, the marketing mix (Kotler, 2001) can be applied by marketers to notify their Internet marketing strategy; the extension of 4Ps 7Ps include: Product, Price, Place and Promotion, People, Process and Physical evidence (Booms and Bitner, 1981). The marketing mix is applied frequently to marketing strategy since it provides a simple strategic framework for changing different aspects of a companys products helping to influence the demand for product within the target markets. Especially for an organisation which is involved directly in transactional e-commerce, digital media have implications for the significance of different marketing mix for different markets (Chaffey et al, 2009). Additionally, Lauterborn (1990) suggested the 4Cs framework the 4Cs imply more emphasis on customer wants and concerns than do the Ps: Convenience for the customer; Customer value and benefits; Costs to the customer; and Communication. This customer-centric approach also applies well to online mark ets; it follows that the selection of marketing mix should be based on detailed knowledge of buyer behaviour gathered through market research (Chaffey et al, 2009, p 279). Dennis and Harris (2002) also indicate that one development has merit as being descriptive of the way marketers think about the customer. The 4Cs are as explained below: C1 Convenience for the customer Place (from the 4Ps), can be thought of as Convenience for the customer, recognising the customers choice to purchase in ways that feel convenient to them. C1 also includes key aspects of website design, such as navigation, layout and ease of purchase. C2 Customer value and benefits Product, can be thought of as Customer value and benefits. E-retailers now specify products to a much better extent than previously, evaluating relationships to the customer and appreciation of benefits that customers want. When customers are buying online, they are far less likely to ask for help than when they are in store. E-shoppers need to be especially careful about describing products explicitly in terms of customer value and benefits. C3 Cost to the customer Price is represented as Cost to the customer, the real cost that the customer will pay, including packaging and shipping fee. Consumers often have a perception that prices should be lower online than in-store. Retailers often offer further pricing options includes: discounts; add-ons and extra products and services; guarantees and warranties; refund policies; order cancellation terms (Chaffey et al, 2009) C4 Communication and customer relationships Communication is equivalent to Promotion. It is a two-way process also involving attitudes and feedback from customers to suppliers. Dennis and Harris (2002) state that retailers spend more on advertising than manufacturers do, and they are closer to customers and have more access to customer feedback. Successful e-retailers often use offline advertising and promotion such as magazines and posters, integrated with online marketing communications. Online methods include banner ads and pop-ups, paid-for listings in search engines and affiliate programmes. E-retailers find it difficult to gain and satisfy customers emotional needs and wants. To achieve this, e-retailers can create a web atmosphere using techniques, such as music, visual download and videos. Moreover, e-retailers can build a picture of products most likely to be bought by individual customers. For instance, Amazon (www.amazon.com) matches new books to existing customers who maybe interested in them, based on prior purcha ses and makes recommendations accordingly (Dennis et al, 2004 pp2-8). 2.3 E-commerce Reynolds (2000) demonstrates that the Internet is changing the way people conduct normal business, whether this is finding new ways of revenue, obtaining new customers, or managing a new business supply chain. E-commerce enables businesses to sell products and services to consumers worldwide. According to Warrington et al. (2000), the intricacies of electronic commerce via the Internet and the World Wide Web have offered marketers an abundance of opportunities and challenges. E-commerce is growing at a tremendous rate, using the Internet initially as a communication and promotional tool, and later to perform distribution channels, discovering an entirely new situation of consumer purchasing behaviour. De Kare-Silver (2000) suggests that interactive technologies are doing away with the need for people to visit shops. The number of UK regular home web users has risen to 16.5m, time spent by home web users is also growing up, because they search for and use websites more (Gibson, 2002). Oz (2002) consists that consumers prefer to shop and buy on the Internet for three major reasons: convenience, saving time and comparative shopping. Ginn (2010) also demonstrates that online sales are a huge and growing part of the UK retail sector, and currently account for a quarter of all new retail businesses; online sales are predicted to reach  £78 billion during 2010. Despite the increasing levels of Internet adoption and usage, Internet shopping in the UK represents less than 10% of all purchases and online shopping remains popular for certain products only (Soopramanien et al, 2007 cited in Office of National Statistics Omnibus survey, 2003). Moreover, Internet shopping is considered both safe and easy by many millions of consumers (Econsultancy, 2010). Therefore, selling products online offers huge potential opportunities for retailers; it also instantly enables businesses to reach customers who would not have visited their bricks and mortar store. An ecommerce of long-lasting relationships has become a significant factor for marketers due to the increasing awareness of the financial benefits in maintaining customers (Sahota, 2004). According to cited from Reicheld and Schefter.s research (2000), the unique economics of e-commerce make customer retention a necessity for the e-retailers survival in the digital world. Chaffey et al. (2009, p628) indicates that since 2001 many retailers have accepted the Internet as a durable trading environment and have set about working out how to shape their companies to cope with the demands of trading and interacting in a virtual environment. The author also suggests that companies are able to discover substantial competitive advantages and customer value. Dennis et al. (2004) point out that there are a number of advantages for e-retailers. Firstly, location is not important; according to Amazon, the e-retailers can sell equally well to anyone anywhere in the world. Secondly, size does not ma tter; small e-retailers can compete on equal terms with large ones. Thirdly, the socio-demographic profile of e-shoppers is attractive to many retailers. Finally, online selling saves on the salary costs of traditional sales people. Amazon.co.uks E-retail Mix Convenience According to Dennis et al. (2004, pp47-51), there are several factors which increase the level of customer convenience which can be a vital part in gaining and maintaining new customers. First and foremost, the amazon.co.uk search engine is fast and safe, as customers can quickly look up the desired products. Moreover, the site provides value-added services such as book reviews and ratings, and shows a comparison prices against its own price; thus, customers can see how much they are saving from Amazon. Besides, Amazon offers shopping technology which streamlines the customer buying process by maintaining personal information such as credit card number and shipping address, in order to save time and reduce problems. In some cases the website provides a guarantee that, if the transactions are unauthorised, it will reimburse the money to customers. The authors also state that the main aim of Amazon.co.uk is to maximise customer convenience; one way of doing this is to inform the customer of product availability. Furthermore, the website also displays other books in the same category when customers are searching for similar books. The facility allows customers to have better choice and can increase sales. Customers can view their personal account anytime, which involves information about their previous orders with shipping details. In addition, customers can use account information to make their estimation and recommendations about other books that customer will consider (Dennis et al, 2004, p47). Cost Brynjolfsson and Smith (2000) justifies that Jeff Bezos, believed that online customers considered selection and convenience are more crucial than price. It is apparent that customers want to get a great price with excellent customer service. Most of the books from amazon are available at a discounted price; consumers can easily see three prices: list price, our price and how much you save. Communication Jeff sets the aim of Amazon to be a customer-centric company, so that customers can opt in if they wish to receive more information. Amazon keeps watch on the customers ordering process through the database environment that suits all the details to the website. Therefore, it can follow the trail of the speed and customer performance of every step in a transaction, such as adding items in a shopping basket, completing an order and e-mail notification to the customer. In addition to that, Amazon usually recommends similar books relating to what other customers have bought. These traits lead customers make their choice quickly and they can they can read spotlight reviews by others. Every user can express their viewpoints about authors while publishers and authors can also contribute. Moreover, Amazon uses an integrated marketing communication strategy consists of advertising, public relations, promotions and online marketing. Online activity includes search engine marketing and front pa ges such Yahoo and MSN. The associate program uses other sites to promote Amazon by linking directly take users to Amazons site. Computing Amazon has developed a customised information system and dedicated ordering system, which is linked with suppliers to automatically order books. The companys software processes the orders through interfaces or electronic data interchange with suppliers and the supply chain is computerised. Therefore, the company builds up a strong relationship with customers and suppliers. According to a customer research survey carried out by amazon.co.uk, 70 per cent of sales are collected by repeat customer of whom 97 per cent are satisfied or very satisfied with the service. Its FAQs part is informative as it displays all the key issues encompassing ordering process, delivery charges and return policies. According to Saunders (2001, p76), customer value proposition is a vital feature defined by several factors, including cost, quality, speed of delivery, service during the interaction with the company, and innovation. Cost. Customers usually want to pay the least money for the same quality of products they get. Quality. Customers expect to pay to get the promised quality. Speed. Companies can provide quick delivery is practicing this value proposition. Service repair and replacement. Customers hope if they can call a company at anytime 24 hours a day to solve problems. Innovation. Customers focus on the fastest, the newest, and the most advanced technology in the computer field. Companies often introduce new features to attract and obtain customers. Additionally, Saunders(2001, pp103-106) also suggests that Amazon processes orders and ships books, CDs, videos and so on, however, customer satisfaction comes not only from timely and safety delivery of orders, but also from understanding customer expectations and meeting or exceeding their needs. Moreover, there are some elements may influence customer satisfaction: Leave visitors to the site with a positive impression. Stimulate potential buyers for visiting the store. Make a customers encounters with the company a delight. Personalise and customise service. Perform as promised. Exceed expectations. Communicate the importance of customer satisfaction. Do something better than anyone else does it. Market knowledge as well as product. Consequently, Dennis at el. (2004) summarises that Amazon has become one of the worlds largest booksellers. The company has achieved this position through specific customer centric factors by enhancing customer experience. Kargar (2004) supplements that Amazons marketing strategy was designed to strengthen and broaden the brand name, enhance customer visiting frequency to its web sites; build customer loyalty; encourage repeat purchases and develop increased products and services revenue opportunities. The company delivered several of media, business development activities and promotions to achieve these goals. Chaffey and Smith (2008) also demonstrate that collaborative filtering helps Amazon to identify and anticipate what customers might offer similar books those buyers who have similar interests. 2.2.5 Consumer behaviour Internet consumer behaviour Internet consumer research (Brown et al., 2001) indicates that convenience is the main reason why consumers use the Internet for the purpose of purchasing. E-shoppers tend to be concerned mainly with functional and utilitarian considerations (Dennis et al. 2009). The authors also demonstrate that functional considerations influence consumer attitudes towards an e-retailer, which in turn has an impact on consumers choice of e-retailer and then on actual e-retail activity, including shopping and continued loyalty behaviour. According to a survey by NPD online, 75 per cent of online shoppers said that good customer service would make consumers shop at the site again (Solomon et al. (2006) cited from Gilbert (1999), p316). Another recent study suggested by Wolfinbarger and Gilly (2003) four factors were predictive of customer judgments about quality and satisfaction, customer loyalty and attitudes towards a website: Fulfilment/reliability. (a)The accurate display and description of a product so that what customers receive is what they thought they ordered. (b) The delivery of the right product within the time frame promised. Website design. This includes all elements of the consumers experience at the website (except for customer service), covering navigation, information search, order processing, appropriate personalisation and product selection. Customer service. This needs to be responsive, helpful, willing service that responds to customer inquiries quickly. Security/privacy. This involves the security surrounding credit card payments and the privacy of shared information. Chaston (2001, p25) identifies a five-phase customer purchase process, as shown in Figure 2.1, these are recognition of need, search for information, evaluation of alternatives, the purchase decision and post-purchase evaluation. Need recognition Information search Information evaluation Post-purchase evaluation Purchase decision Fig 2.1 A five-phase customer purchase process Therefore, in presenting a process model, it is apparent that the e-commerce purchase model builder need to recognise that the market attention should be given to how the factors of involvement, the creation of clear difference between a companys product and competition and time pressure may influence customer behaviour (Chaston, 2001, p30). Furthermore, a customer who is becoming a loyal user must experience satisfaction during the post-purchase evaluation phase. Kristensen et al. (1999) draws upon the customer satisfaction model, the combined influence of these factors causes the customer to reach results about both perceived value for money and overall level of satisfaction. Dennis et al. (2009, pp. 1123-1130) demonstrate factors influencing internet consumer behaviour, the conceptual foundations are illustrated in Figure 2.3: Figure 2.3 The basic model The authors propose that: P1. E-consumer attitude towards an e-retailer will be positively influenced by customer perceptions of e-retailer image. P2. E-consumer intentions to purchase from an e-retailer will be influenced by positive attitudes towards the e-retailer. P3. Actual purchases from an e-retailer will be positively influenced by intentions to purchase from an e-retailer. P4. Intention to shop with a particular e-retailer will be positively influenced by past experience. P5. Actual purchases from an e-retailer will positively influence experience. P6. E-consumer trust in an e-retailer will positively influence intention to e-shop. P7. Past experience and cues that reassure the consumer will positively influence trust in an e-retailer. P8. E-consumer attitudes towards an e-retailer will be positively influenced by e-interactivity. From the viewpoint of marketing organisations, a marketing strategy is intended to enhance the probability or frequency of consumer behaviours. Understanding consumers is a critical issue in developing marketing strategies, not only for retailers to adapt to consumers, but also to change what consumers think and feel about a variety of market offerings (Peter et al, 1999). Laudon and Traver (2003) demonstrate that some demographic groups have much higher percentages of online usage than other groups. The demographic profile of the Internet and e-commerce has changed greatly since 1995. There are several factors that influence the consumer behaviour, including gender, age, ethnicity, community type, income level and education. Consumers usually choose to shop online because it can save time and offer a wider range of products, by not going to store; can shop when stores are closed; might find better prices. Transaction cost reduction happens to be the main motivator for selecting th e online channel. However, there are two major criticisms of B2C marketing (Peter and Olson, 2008, pp2-16): firstly, it reaches only a small number of populations; secondly, consumers shop on the website to collect information about products and services but do not purchase. Consequently, several aspects could influence online consumer behaviours, for instance: whether consumers who want products are also Internet users; the size of the targeted e-retail market for the product or service and its geographic segmentation; whether buying the product or service through the Internet provides benefits to potential consumers. Turban et al. (2002) illustrate that e-commerce can be referred to as a new distribution channel; as a result, the task of attracting customers to an online company, customer acquisition, can be difficult and expensive, because it is necessary to first convince unwilling customers to shop online at first. Companies must build brand loyalty with new and existing customers, many successful e-retailers are using innovative technology to provide extra value is aiming to attract and maintain customers (Solomon et al, 2006). One of the benefits of doing Internet business is that it enables companies better understand their customers demands and buying habits, which will allow them to improve and customise their future marketing achievements (Turban et al, 2001, p128). For instance, Amazon can e-mail customers with announcements of new books published in a customers area of interest. Brown et al. (2001) point out that the Internet has transformed the social and spatial aspects of shopping for many consumers, thus, the Internet plays the role of facilitating the information search for consumers. The product acquisition process is increased by enabling consumers to access a significant amount of detailed information with regard to attributed product, comparative price, availability, and overall value proposition. Additionally, Peter and Olson (2008) state that marketing to consumers via the Internet has various benefits for marketers and that online B2C marketing requires marketers to achieve customers dema nds, just as traditional marketing does. Besides, online marketing allows products and services to be offered 24 hours a day, 7 days a week, therefore, offering products and services globally in an efficient and cost-efficient manner, more precisely, online marketing provides ways for developing one-to-one relationships with consumers and establishing consumer databases to be established for conducting online research. However, Solomon et al. (2006, p319) state that e-commerce has its limitations. First of all, security is one important aspect. Some consumers credit cards and other identity information has been stolen. Secondly, is related to the actual shopping experience. Perhaps consumers will be satisfactory to buy digital cameras or books online, however, buying apparel in which customers should touch and try it on is necessary may be less attractive. Even though most companies have very liberal return policies, consumers still dissatisfied with large delivery and return postal charges for items. Some pros and cons of e-commerce are summarised in Table 2.2. Table 2.2 Pros and cons of e-commerce Benefits of e-commerce Limitations of e-commerce For the consumer For the consumer Shop 24 hours a day Lack of security Less travelling Fraud Can receive relevant information in seconds Cant touch items from any location Exact colours may not reproduce More choice of products on computer monitors More products available to less-developed countries Expensive to order and then return Greater price information Potential breakdown of human Lower prices so that less affluent can purchase relationships Participate in virtual auctions Fast delivery Electronic Communities For the marketer The world is the marketplace Lack of security Decreases costs of doing business Must maintain site to reap benefits Very specialised businesses can be successful Fierce price competition Real time pricing Conflicts with conventional retailers Legal issues not resolved Source: Solomon et al. (2006) cited from Solomon, M. and Stuart, E. W. (2001) Welcome to Marketing.com: The Brave New World of E-commerce. Consumer decision making According to Solomon (2009), a consumer purchase is a response to a problem, there are several steps of consumer decision making (1) problem recognition, (2) information search, (3) evaluation of alternatives, and (4) product choice. Before purchasing a product, consumers have to consider a variety of problems. Moreover, a useful way to characterize the decision making process is to consider the abundant efforts that relates to the decision each time it must be made. Peter et al. (1999) emphasis that consumer decision making is based on the knowledge, meanings, and beliefs activated from memory and the attention and comprehension processes involved in exploring new information in the environment. Thus, consumers make purchasing decisions about which behaviours to perform to achieve their goals and to solve the problems. To develop effective marketing strategies, marketers should know the types of problem-solving processes their consumers usually make purchase decisions. Marketers target several consumer segments, with different decision-making processes, may develop multiple strategies to affect the different decision outcomes (Peter and Olson, 2008). Gefen and Struab (2004) identify the concept of perceived risk in an individual purchase behavior model, and concluded the shopping behaviour can be regarded as a form of information gaining behaviour. Therefore, consumer choice of type of shopping is mainly affected by three factors: merchandise features, shopping device attributes and consumer characteristics. The consumers decision to purchase or not to purchase the product or service is a significant factor for most marketers. It can express whether a marketing strategy has been wise, insightful, effective and efficient, or whether it was weakly planned (Schiffman et al, 2008). Thus, consumer behaviour is not only making a purchase decision or the action of purchasing, but also includes the full range of experiences associated with using or consuming products or services. Moreover, it also consists of the sense of pleasure or satisfaction delivered through possessing or collecting products (Schiffman et al, 2008, p98). Customer Satisfaction Hill and Alexander (2006) point out that in recent times, organizations have increasingly understand the importance of customer satisfaction. It is far less costly to maintain existing customers than to obtain new ones. Companies have invested enormously in improving performance in making a strong contribution to customer satisfaction, such as quality and customer service. Therefore, the authors supplement that the fundamental justification for measuring customer satisfaction is to provide the information which enables managers to make the right decisions to maximise customer satisfaction and improve customer retention. (Hill and Alexander, 2006, p9) Additionally, anyone involved in measuring customer satisfaction must have a specific understanding of the ways in which customers make and evaluate their purchase decisions. Lee et al. (2006) propose that a satisfied customer tends to return for future business and thereby contributes to the retention rate of the existing customers. Additionally, a satisfied customer is probably to offer positive word-of-mouth products or service about the purchasing experience. The World Wide Web spreads a virtual market place for customers to search for and purchase. Previous researches conducted that there were no remarkable difference between online and offline shopping environments which regard to customer satisfaction (Lee et al. cited in Smith and Rangaswamy (2003), pp.65). Besides, Szymanski and Hise (2000) investigate that the vital components of customer satisfaction framework are focused on the customer relationship management concept, including website convenience, provision of product i nformation, web page design, and security concerns. Amazon customer review With the Internets increasing popularity, online consumer reviews have turned into a vital resource for consumers substituting and complementing other forms of business-to-consumer and offline word-of-mouth communication about product quality (Zhu and Zhang, 2010). Therefore, online consumer reviews can enormously influence consumers purchasing decisions. In order to reduce the search costs for reviews, Amazon has recently modified the way to display star levels for each item. Although it previously showed only an average star rating, it shows how many people rated the item with each of the 1-5 stars, thus, readers can choose to read reviews for a given star level. An investigation by Chevalier and Mayzlin (2006), on average, reviews tend to be positive, they demonstrate that the addition of new, favourable reviews at one site results in a growth of the sales of a book at that site relative to the other site. Moreover, they also find an incremental negative review is more powerful in decreasing book sales than an incremental positive review is increasing sales (Chevalier and Mayzlin, 2006, pp.345-347). Consumers regularly read and respond to written reviews, not merely the average star ranking summary provided by the website. Moreover, the authors conclude that customer reviews tend to be positive at both sites and that

Cellular Radio, Isdn Networks And Satellite Communications :: essays research papers

Introduction In describing Cellular Radio, ISDN (Integrated Services Digital Network) and Satellite Communications we must first have a general understanding of the meaning of these forms of Telecommunications. After a brief explanation of the different forms, they will be described in more detail. Then the present and future roles in Irish Telecommunications will be looked at and some examples given. This will then lead to the conclusion. 1. What is Cellular Radio? Cellular Radio is the use of Technology using low powered radio transmission for transmission and receiving voice or data to a telephone network. Users can be stationary or mobile. It means users are no longer constrained to place to place as it is a â€Å"wireless† system. 2. What is ISDN (Integrated Services Digital Network)? ISDN is a system which provides digital capacity i.e. voice, video and data transmission in digital form, to be sent and received by a customer. Unlike stand alone services such as telephone, telex, fax and data communications, ISDN is a network which can offer all these services as a package in which a user can talk, exchange data, faxes and other documents at the same time, instead of having to use different networks for these services. 3. What is Satellite Communications? This is the use of orbiting satellites to relay microwave transmissions from earth stations to the satellite an to re-transmit those signals back down to another earth station by means of microwave transmission. Cellular Radio At present there are two types of cellular radio systems in operation in Ireland. These are: 1. TACS This system is an analogue system in which the voice is transmitted by radio from the telephone to the nearest base station in analogue form. Analogue systems are at present throughout the world but each Country would have different standards. So a user can not use the phone in a different country, also as the signal it transmits is in analogue form the calls can be monitored quite easily with the help of a scanner. America’s version of analogue cellular radio is called AMPS (Advanced Mobile Phone System). 2. GSM (Global System for Mobiles) GSM is a more recent technical standard for cellular mobile phone systems, which was developed in Europe. It is a digital system, which voice and other sounds or data are converted to digital form before they are transmitted between the base station and the mobile phone and then converted back to analogue form. There are major advantages in using the GSM system as opposed to the TACS system: