Character Analysis of Lysander From A Midsummer Nights Dream

Lysander bravely challenges Egeus over his choice of a suitor for Hermia. Lysander professes his love for Hermia and exposes Demetrius as inconstant, having rejected Helena in favor of her friend. LYSANDERYou have her fathers love, Demetrius;Let me have Hermias: do you marry him.​EGEUSScornful Lysander! true, he hath my love,And what is mine my love shall render him.And she is mine, and all my right of herI do estate unto Demetrius.LYSANDERI am, my lord, as well derived as he,As well possessd; my love is more than his;My fortunes every way as fairly rankd,If not with vantage, as Demetrius;And, which is more than all these boasts can be,I am beloved of beauteous Hermia:Why should not I then prosecute my right?Demetrius, Ill avouch it to his head,Made love to Nedars daughter, Helena,And won her soul; and she, sweet lady, dotes,Devoutly dotes, dotes in idolatry,Upon this spotted and inconstant man.(Act 1 Scene 1) Character Motivation Lysander encourages Hermia to run away with him to his aunt’s house so that the pair can be married. When in the forest Lysander tries his luck with Hermia, trying to get her to lay with him but he is unable to convince her. When he wakes, he has been wrongly anointed with the love potion and falls in love with Helena. Lysander decides to leave Hermia unprotected on the ground to pursue Helena. This does not cover him in glory but potentially demonstrates the strength of the potion in that we know how much he loved Hermia, but now the potion has moved him to be so repulsed by her that he is willing to leave her alone. There is an argument, therefore, that we cannot blame him for his actions under the powerful influence of the love potion, because if we could, we may not be happy when he is finally reunited with Hermia, as he has been so horrible to her under Puck’s influence: LYSANDERHang off, thou cat, thou burr! vile thing, let loose,Or I will shake thee from me like a serpent!HERMIAWhy are you grown so rude? what change is this?Sweet love,--LYSANDERThy love! out, tawny Tartar, out!Out, loathed medicine! hated potion, hence!(Act 3 Scene 2) When the love potion is removed, and the couples are discovered, Lysander bravely explains to Hermia’s father and Theseus that he encouraged her to elope. This action is courageous because it enrages Egeus — and Lysander knows that it will. Here, Lysander demonstrates his bravery and determination to stick with Hermia no matter the consequences and this endears him to the audience once more. We know Lysander truly loves Hermia and their ending will be a happy one as Theseus will assuage Egeus’ anger. LYSANDERMy lord, I shall reply amazedly,Half sleep, half waking: but as yet, I swear,I cannot truly say how I came here;But, as I think,--for truly would I speak,And now do I bethink me, so it is,--I came with Hermia hither: our intentWas to be gone from Athens, where we might,Without the peril of the Athenian law.EGEUSEnough, enough, my lord; you have enough:I beg the law, the law, upon his head.They would have stolen away; they would, Demetrius,Thereby to have defeated you and me,You of your wife and me of my consent,Of my consent that she should be your wife.

Cuyahoga River Essay - 951 Words

Daniel Groves Environmental Geology Case Study November 22, 2011 Cuyahoga River Fires â€Å"In the United States, a concerted effort is underway to reduce water pollution and thereby improve water quality.† (Keller) A case history of river pollution is the Cuyahoga River located in Northeastern Ohio. The river is 100 miles long flowing south to Cuyahoga Falls where it then turns north until it empties into Lake Erie. Cleveland and Akron are two major cities located along the river. The Cuyahoga is known as an infant glacial river, this is because it is one of the youngest river created from the melting of the glaciers. It is estimated that the river is about 13,000 year old. The story of the Cuyahoga is one with many lows and highs. The†¦show more content†¦In 1952 a fire caused a million dollars’ worth of damage to river boats and riverfront businesses. On June 22, 1969 another river fire engulfed the river, this time the media coverage captured the attention of the nation. Time Magazine described the Cuyahoga as the river that â€Å"oozes rat her that flows† and in which a person â€Å"doesn’t drown but decays†. Many of the residents of Cleveland accepted the pollution as a necessary evil because they had jobs at these factories. This article helped the people of Cleveland pass a 100 million dollar bond to clean up the Cuyahoga River. Much of the industry that both made Cleveland rich and caused its river to burn may never be coming back. The costs of these fires were tremendous, but it did help lead to laws being passed to prevent this from happening in other rivers. One such law was the Clean Water Act of 1972. The Clean Water Act (CWA) is the primary federal law in which the US governs water pollution. The Act states the objectives of eliminating releases of high amounts of toxic substances into water. The CWA made it unlawful to dump toxic materials into navigable, waters unless given a permit. The permit is given through the EPA’s National Pollutant Discharge Elimination System. The purpose of The National Pollutant Discharge Elimination System is to regulate point sources that flow into bodies of water. The Clean Water Act has been changed over the years because ofShow MoreRelatedBuilding the Cuyahoga River Valley Organizations Essay examples1980 Words   |  8 Pages Case Study #2: Building the Cuyahoga River Valley Organization Edie Druktenis March 28, 2013 This case focuses on the development of the Cuyahoga River Valley Organization (CRVO) which is charged with caring out the Cuyahoga Valley Initiative (CVI). The initiation of this organization began with an article in the Cleveland Plain Dealer in 2000. The article discussed the history, natural beauty, and industry in the Cuyahoga Valley located in northeastern OhioRead MoreThe History Of The Enviornmental Protection Agency926 Words   |  4 PagesProtection Agencys vast history reflects their accomplishments and what they have successfully completed as a whole. In June 1969, the Fire on the Cuyahoga River caused the pollution of the water to become even worse, (EPA, 2017). This major event sparked the creation of the EPA, due to the desire to solve the issue of water pollution in the Cuyahoga River. The Environmental Protection Agency was initiated on December 2, 1970, and William D. Ruckelshaus serves as the first head of the EnvironmentalRead MoreWater Rights And Regulations Should Be Treated1258 Words   |  6 Pagesthis code has been controversial and will continue to be until the definition of conserved water is better defined along with allowable transfers (Kubasek Silverman, 2014). In 1969 the Cuyahoga River caught on fire when the sparks from a passing train ignited nearly a foot of floating flammable waste. This river had caught on fire 12 times before 1969 but it was this occurrence that was covered heavily by the media that opened the public’s eyes to the problem. The timing of this event and the 250Read More Water Pollution in America Essay563 Words   |  3 Pagesfeathers of birds or the fur of animals, often causing death. nbsp;nbsp;nbsp;nbsp;nbsp;Pesticides and herbicides are toxins that are used to kill of unwanted animals and plants. These may be collected by rainwater runoff and carried into steams, rivers, lakes, and even into the ocean. More than 14 million Americans drink water contaminated by with pesticides. Nitrates, a pollutant often derived from fertilizer runoff, can cause methemoglobinemia in infants, a potentially lethal form of anemia thatRead MoreEnvironmental Policies Of The United States1155 Words   |  5 Pagesconnection between human and environmental health. After all the failures they had made in the last few decades, Americans learn that natural resources are limited and growing unsustainable is not good. In 1969, Cuyahoga River in Ohio state s was so polluted and caught fired. The Cuyahoga River raised public aware of environmental issues.The development of technology and economic caused the serious issues for environmental pollution. This occurred event was one of the reason why people realize the importanceRead MoreThe Importance Of Love In Crooked River Burning1388 Words   |  6 Pagesare two different people with different backgrounds that cross paths and fall in love. They are determined to be together no matter what obstacles they have to face. The love between the two is so strong that nothing can make them forget. In Crooked River Burning by Mark Winegardner, David and Anne are star-crossed lovers because of the love they have for each that will never be forgotten. David has a more complicated background then most. He was raised by his uncle Stan and his Aunt Betty. Mikey ZRead MoreThe Fragile Ecological Existence Of The U.s. Southwest1250 Words   |  5 Pagesthe battle for Hetch Hetchy the crisis in San Fransisco caused environmental concerns to be trumped. In 1969 the Cuyahoga River in Cleveland caught fire, this crisis propelled concerns of the environment came out on top. While it had burned many times before, this was the first time that this issue was framed as anything other than an economic issue. The 1969 fire on the Cuyahoga River came at a time of peak environmental concern, the publicity aroused caused it to become a major motivator for theRead MoreWater Contamination Is Defined By The Safe Drinking Water Act ( Adwa )1693 Words   |  7 Pageswas an act of ignorance and a water war between City of Flint and Detroit Water and Sewerage Department (DWSD). The greatest water war in Michigan’s history was contributed to vast p ollutions of water. In April 2014, Flint started using the Flint River as it new water source. A state expert said, The quality of the water being put out meets all of our drinking water standards, and Flint water is safe to drink† (Bosman, J., Davey, M., Smith, M., 2016). General Motors plant in Flint, Michigan alsoRead MoreGovernment Is Involved Too Much Into Health And Human Services973 Words   |  4 Pagesthe issue of the Cuyahoga River, you could say that the government wasted too much money on cleaning up the river and all the environmental movements that followed but I disagree. If the government were to regulate every single river by making sure that they were clean by developing modifications to it, controlling run off, resolving possible flooding dangers, it may be cost ineffective but they are doing their job in keeping the people safe from possible fires, and keeping that river clean for moreRead MoreEssay about The Hazards of Ocean Pollution803 Words   |  4 Pagesthe oceans and all other water bodies are invariably, somehow connected, and because they account for 3/4 of the Earths surface, they are an ideal method of transportation for pollution, allowing the rapid spread of seemingly far away toxins into a river near you! It is increasingly important that we educate ourselves as to what, exactly, ocean pollution is, so that we can identify the causes at their source and take action in small and large ways, and hopefully, prevent this terrible form of pollution

Weight Lifting free essay sample

I first wanted to take weight lifting class because I had been going to the gym every now and again but didn’t see much progress and thought that I could learn to better my workout and learn new ways to use weights. I used to be quite active when I was in high school playing basketball and I was in JROTC that required us to do p. t everyday but once I graduated I slowly dropped off the active train. I either had no time to exercise or just didn’t have to will power to get up to do something and this was my biggest enemy. Weight training class gave me the push to get up because I have to go to class for a grade. My goals in the beginning of class was to gain muscle mass and thicken up a bit. Before class started I was working out going to the gym about 3 days a week but didn’t really see difference in my body. We will write a custom essay sample on Weight Lifting or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page I learned in class the difference between building muscle and toning muscle. To build muscle you add more wait and do fewer reps and if you are looking to tone use less weight and more reps. I target my upper body including biceps, triceps, and shoulders. I like to use free weights for my biceps, I use a free bar and I started out with a 10lb bar and progressed to a 20lb bar and I am currently lifting a 30lb free bar doing bicep curls. I also started out using 10lb dumbbells doing a hammer curl I’ve progressed to 20lbs dumbbells. I do at least 10 to 15 reps once I feel that I don’t strain to much at my 14 rep I add more weight and slowly make my way up to 15 reps. I keep a log for every week to keep track of my progress and looking at it every week I can see the improvement. When I am not in class lifting weights I go to an outside gym about 6 times a week. I do cardio as my first exercise which includes either running for 20 to 30 minutes or doing an optical for about 20 minutes. Then I do some free weight lifting, bicep curls and hammer curls. Weight Lifting free essay sample I first wanted to take weight lifting class because I had been going to the gym every now and again but didn’t see much progress and thought that I could learn to better my workout and learn new ways to use weights. I used to be quite active when I was in high school playing basketball and I was in JROTC that required us to do p. t everyday but once I graduated I slowly dropped off the active train. I either had no time to exercise or just didn’t have to will power to get up to do something and this was my biggest enemy. Weight training class gave me the push to get up because I have to go to class for a grade. My goals in the beginning of class was to gain muscle mass and thicken up a bit. Before class started I was working out going to the gym about 3 days a week but didn’t really see difference in my body. We will write a custom essay sample on Weight Lifting or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page I learned in class the difference between building muscle and toning muscle. To build muscle you add more wait and do fewer reps and if you are looking to tone use less weight and more reps. I target my upper body including biceps, triceps, and shoulders. I like to use free weights for my biceps, I use a free bar and I started out with a 10lb bar and progressed to a 20lb bar and I am currently lifting a 30lb free bar doing bicep curls. I also started out using 10lb dumbbells doing a hammer curl I’ve progressed to 20lbs dumbbells. I do at least 10 to 15 reps once I feel that I don’t strain to much at my 14 rep I add more weight and slowly make my way up to 15 reps. I keep a log for every week to keep track of my progress and looking at it every week I can see the improvement. When I am not in class lifting weights I go to an outside gym about 6 times a week. I do cardio as my first exercise which includes either running for 20 to 30 minutes or doing an optical for about 20 minutes. Then I do some free weight lifting, bicep curls and hammer curls.

Music and brain function free essay sample

The world is filled with music. We listen to it in our rooms, our cars, in the gym, and pretty much anywhere were we can plug in our headphones. There are all types of music genres, whether we like it or not. And It has recently been shown to have a stunning amount of power over our bodies. Repair Brain Damage Music Is able to take stroke, lesion or other brain-damaged patients who have lost the partial ability to see or speak and return It to them. The Kenny Rogers Effect takes patients with visual neglect, the inability to recognize half of what they see, and lightens the effects of the damage.Patients with left-side brain damage who can no longer speak can find they are able to sing words, often without trouble or training. After that, its Just a matter of time before theyre able to speak simple sentences with some practice. We will write a custom essay sample on Music and brain function or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page How Does it Work? Melodic intonation therapy, or singing until you can talk, takes advantage of the fact that language functions are located in the left brain, but music lives over on the right side of the brain. So, when you lose your ability to speak, you can train your brain to move those functions to the other side by associating music with language.Listening o music you enjoy has an additional effect, since pleasurable music releases dopamine that simply makes certain parts of your brain function better (particularly If they were damaged before). Kick an Addiction As it turns out, performing music can be relaxing and can create a distraction from withdrawal symptoms; songwriting can help patients confront impulse control and self-deception and allows an output for negative emotions It has even been found that listening to music can help aid the decode stage of recovery from drug addiction, and if applied frequently could cut down on the number of pain-killers patients need.How Does it Work? Music directly affects chemicals called neurotransmitters, which relay information in our head. Drugs work in a similar way, except they make your brain lazy and convince it to stop making its own ch emicals. But when you stop taking drugs, your brain isnt making enough chemicals and it doesnt know why because it relies on those drugs to get enough, so your body fails to function correctly. Introducing music can increase levels of some chemicals associated with heavy addictions, like dopamine and impertinence. In addition, certain music lowers things like heart rate, blood pressure, muscle tension, etc. Boost Your Immune System Music may help boost your Immune system. Recent studies have shown that intangible plinking noises can create a noticeable increase in recovery from a wide cold. While the field of study is still young compared to real medicine like pharmaceuticals it turns out that sometimes all you need to overcome your horribly illness is some music. Music reduces stress by reducing cortical levels, a chemical in your brain that causes {oh to feel stress in the first place.Jazz, bluegrass and soft rock have been found to be especially effective at reducing stress and increasing health because of their similar musical qualities. If youre wondering if your favorite music is helping your health, a good question to ask is, Does this music make me want to riot? If you answered yes, then its probably not an optimal medicine. In addition to simply lowering stress levels, music also raises immune markers in your system, creating more antibodies to fight disease.This effect is compounding: Over time, the body can learn to recognize certain types of music (particularly choir or classical music) as Immune boosting, continuing the improvement of the immune system. Prevent Seizures news: If youre not one a small % to get seizures from music, you may be one of he luckier ones who benefit from decreased seizure activity as a result of listening to music. This effect has even been observed in coma patients. Its been shown that music by Mozart played on the piano reduces seizure-causing activity in the brain Nothing five minutes of exposure, with many cases showing immediate results.Experimentation with other forms of music has been minimal, but for some reason there appears to be a connection between our brains and piano music. How Does it Nor? Its theorized that the super organization of the cerebral cortex . .. May resonate Ninth the superior architecture of Mozart music Scientists really havent figured it out yet. But it has shown to help in some cases. Return Lost Memories If you have Listeners music could help you remember pieces of your past.Medical practitioners have found that music shows the potential to unearth memories associated with music for patients, even ones in late stages of dementia. How Does it Listening to music engages many areas of the brain in both hemispheres, which is why it can create brain activity other methods, like conversation, cant. Another area it engages is the hippopotamus, which handles long-term memory storage. When you listen to music you know, feelings associated with the song are returned by the hippopotamus. Sometimes the memories even manage to come along with the relevant feelings.Even if memories arent recovered, emotions and attitudes are, laugh and sing along with old songs that they love. Increase Spatial Reasoning If only there were some way to make yourself seem smarter without working. Oh, Anita, there is. Mozart music, especially piano music, can raise your spatial reasoning the equivalent of nine IQ points. And thats an average, meaning there are some people who get even more of a boost from it. How Does it Work? There are a lot of theories, but some claim that Mozart music focuses the listener more. Others say it increases activity in crucial regions of the brain.No one really knows why it works Cure Parkinson At this point, you may be asking, Sure, music can fix my brain, but can it fix my body? If you have Parkinson disease, music Just might be able to help. Victims of Parkinson suffer from muscle spasms, locking muscles, and balance problems. As it turns out, applying music can instantly resolve the physical issues of Parkinson in many victims. Take Range Seedling, who was diagnosed with Parkinson in 2003 and mound she had muscle spasms, balance problems and difficulty walking. The disease eventually led to a serious fall in the shower.Things were looking pretty grim until one day she found out she could listen to music and suddenly be able to move with ease, the type of music determining the speed she walks at. We Are the Champions let her walk a slow clip and Born in the USA made her move faster still. En youre locked in your room, listening to your old Ann.s CDC, have you ever noticed your foot tapping on its own? Thats not Just because you have terrible taste in music. Its because the portions of the brain which deal with rhythm and vehement are so automated that it requires no conscious attention to move to a beat.

Case Study Union and Auto Parts Essay Example

Case Study Union and Auto Parts Essay The purpose of this problem is to familiarize students with the negotiation of a labor contract. The problem is strictly a hypothetical one and does not pertain to any actually management or union. It is designed to test in a practical way the student’s understanding of the issues of collective bargaining studied during the semester and the strategy of the bargaining process. The following constitutes the case on which demands will be based and which provides the framework for the negotiations. Read it very carefully to size up the situation. Base your demands only on the facts given here. Representatives of the Auto Products Corporation of Indianapolis, Indiana, and Local 5000, United Metal Workers of America, are in the process of negotiating their collective bargaining contract. The negotiation covers the Indianapolis plant. * Auto Products also owns a plant in Little Rock, Arkansas, but the southern plant is not organized and is not a part of the current negotiations. The current contract, which covers only the Indianapolis plant, was negotiated for a 3-year period. The time of the negotiation is the present, and, accordingly, the parties are conditioned by current economic trends, patterns of collective bargaining, and labor relations law. The Indianapolis plant has been in business for 60 years and has steadily expanded. At present, 1,409 production and maintenance employees are in the bargaining unit of the plan. The financial structure of the firm has been relatively good. Here are some financial data from the Indianapolis plant for the fiscal year preceding these negotiations: Net Sales $200,825,900 Material Costs 79,250,000 We will write a custom essay sample on Case Study Union and Auto Parts specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Case Study Union and Auto Parts specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Case Study Union and Auto Parts specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Direct Labor Costs (includes fringe benefits, payroll taxes, and reflects layoffs in previous fiscal year) 72,635,000 Other Variable Costs 13,265,000 Fixed Costs 5,500,000 Total Expenses 170,650,000 Income Before Taxes 30,175,000 Net Income After Taxes (Federal, State, County, Municipal) 14,200,000 In the past, the practice has been to distribute about 65 percent of net profits in dividends and to hold 35 percent as retained earnings. Last year the company borrowed $6. 3 million from Hoosier National Bank. The rate of interest on the loan was 6. 9 percent. The proceeds of the loans were used to expand the Little Rock plant. The loan is scheduled for liquidation in 10 years. The company manufactures a variety of auto accessories. These include auto heaters, oil pumps, fan belts, rear-view mirrors, and piston rings, and in the last year the company has also started production of auto air conditioners. About 65 percent of its sales are to the basic auto companies (General Motors, Ford, Toyota and Honda), 25 percent to auto-repair facilities, and the rest to government agencies. The plant operates on a two-shift basis. A $. 25 per hour premium is paid to employees who work the second shift. The employees of the company were unionized in 1949. In August of that year, the union was victorious in an NLRB election. As a result of the election, certification was awarded, on August 17, 1949, to Local 5000, since which time Local 5000 represented the production and maintenance workers of the company. The first collective bargaining agreement between the company and Local 5000 was signed on November 14, 1949. Only one contract strike has taken place since the union came into the picture. It occurred in 1959; the issues were the union’s demands for a union shop, increased wages, and six paid holidays. The strike lasted 6 weeks. When it terminated, the union had obtained for its members a $. 04 hourly wage increase (the union had demanded $. 07) retroactive to the day of the strike, and four paid holidays. The union failed in its attempt to obtain any arrangement requiring membership in the union as a condition of employment. Also, the current contract does not include a check off. At the time of these negotiations, all except 100 workers in the bargaining unit are in the union. The average hourly earnings for the production workers in the Indianapolis plant are $15. 09. Of the 1,409 bargaining unit employees, there are 175 skilled maintenance employees (electricians, plumbers, carpenters, mechanics, and tool and die makers), and their average hourly earnings are $16. 05. The existing contract contains an escalator (COLA) clause providing for the adjustment of wages in accordance with changes in the consumer price index. There is no â€Å"cap† on the amount of the increase. It provides for a $. 03 increase in wages for each 0. -point increase in the CPI. The escalator arrangement is reviewed on a semiannual basis. The current hourly rates include the increases generated from the escalator clause and the annual improvement factor. During the term of the 3-year contract, workers received a $. 75 increase in wages including a $. 40 from the operation of the escalator clause and $. 30 from the operation of the annual improvement factor (a $. 15 increase o n the anniversary date of the contract in each of the past 2 years). The Little Rock plant was built 5 years ago. It started with a modest-sized labor force, but during the past 3 years the southern plant has expanded sharply, and it now employs about 1,500 production and maintenance workers. Efforts to organize the southern plant have so far been unsuccessful. The union lost an NLRB election last year by 300 votes. Of the 1,500 employees, 1,300 cast ballots, with 800 voting against the union and 500 voting for it. The average wage in the Little Rock plant is $10. 80 per hour. Currently, 450 employees in the Indianapolis plant are on layoff. It is no secret that one reason for this has been the increase of output in the Little Rock plant. Another reason was the decrease in sales at the Indianapolis plant. In Little Rock, essentially the same products are made as in Indianapolis. Of the 450 on layoff, reduction in sales caused by the state of the automobile industry accounts for 300, and the remainder is attributable to the southern situation. There is talk in the plant that some laid-off employees will never be recalled to work. Of the 450 laid-off employees, 75 have exhausted their benefits under the Indiana Unemployment Compensation Act. The present contract does not provide for a supplementary unemployment benefit program. In general, the relations between the management and the union have been satisfactory. There have, of course, been the usual disagreements, but all in all, relations have been quite harmonious. However, last month there was a wildcat strike, the first one since the union came into the picture. It occurred in the Oil Pump Department, and the alleged cause was the discharge of the steward of the department on the grounds that he shoved a supervisor while he was discussing a grievance with him. The union disclaimed all responsibility for the strike, and its officers stated that they did all they could to get workers back to work. However, the employees in the Oil Pump Department picketed the plant, and the incident, which lasted 2 days, shut down all production in the plant for those 2 days. There is a nostrike clause in the contract that states: There will be no strikes, slowdowns, or other interruptions of production because of labor disputes during the contract period. Employees who engage in such prohibited activity are subject to discharge. The company threatened to sue the union for damages under the Taft-Hartley law, but management finally decided not go to court after the employees returned to work. No employee was disciplined because of the strike; however, at present, the steward remains discharged, and the union has demanded that he be returned to his job. Under the contract, the company has the right to discharge for â€Å"just cause. † The steward is 68 years old and was one of the leading union figures back in the 1970s. He is known affectionately by his fellow workers as â€Å"Old Joe. The existing contract contains a standard grievance procedure and provides for arbitration for all disputes arising under the contract, except production standards, which management has the unilateral right to establish. During the last contractual period (3 years), 75 written grievances were filed by employees protesting â€Å"unreasonably† high production standards. As required by the contract, the company negot iated the production standard grievances, but the union did not have the right to appeal to arbitration or to strike over them. In three cases sparked by the production standard grievances, the company reduced the standards. In all other cases, the company denied the grievances. The management rights clause states in effect that the company retains all right except as limited by express provisions of the labor agreement. Provided in the contract are a series of benefits: eight paid holidays; a pension plan similar to the one negotiated in the basic automobile industry; and a paid vacation program wherein employees receive 1 week’s vacation for 1 year of service, 2 weeks for 5 years, and 3 weeks for 20 or more years of service. A medical insurance program covers the entire bargaining unit. However, the program does not cover employees laid off more than 30 consecutive days. Of the 450 employees on layoff, 80 percent have been laid off for more than 30 consecutive days. This program does cover physician and hospital services, including emergency room treatment. It provides â€Å"first dollar coverage†Ã¢â‚¬â€no deductions are assessed against the employee before insurance kicks in. Reflecting national trends, the costs of the medical insurance program have been mounting: $2,261 per employee in 1992 and $4,899 per employee at the present time. The company pays the entire cost of the plan. It is well known that the company wants relief from the burden of the medical insurance program. Rumors are that the company intends to demand from the union that workers pay a stiff deductible before an insurance plan kicks in. Also, there is reason to believe that the company will demand that treatment in the hospital’s emergency room be eliminated from the insurance program. Another rumor is that the company will demand that employees be enrolled in a health maintenance organization to save money. The union has indicated that it will not permit any change whatsoever in the medical insurance program. Under the corporate pension program, employees with 20 or more years of service may retire at age 65 and receive full benefits, though retirement is not required of anyone. The average age of the employees in the plant is 39. About 8 percent are over 65 years of age and have more than 20 years of service. The average pension for the last fiscal year was $478 per month. The total cost of the pension program for the last fiscal year amounted to $7. 23 per hour. The current seniority clause provides for promotions based on length of service and ability. That is, seniority governs when the senior employee has qualifications reasonably equal to those of junior employees who bid on the job. During the contract period, 21 grievances were filed by employees who protested against the company’s filling jobs with junior service employees. The company’s position in these grievances was that the junior employees had far more ability than the senior employees. Five of these grievances went to arbitration, the company winning four and the union winning only one. Promotions are bid for on a departmental basis. The seniority area of the existing contract provides for plant wide application of seniority credits for layoffs and recalls, provided that the senior employee has the necessary qualifications to perform the available work. During the recent period in which layoffs occurred, the company, as required by the contract, laid off many junior employees rather than senior employees because of the plant wide system. Supervisors have complained to management that, in many cases, the junior employees who had been laid off were more efficient than the senior employees who had to be retained because of the plant wide system. Also, the current contract provides that an employee whose job goes down, or who job is preempted by a more senior employee, may bump any junior employee in the plant, provided that the preempting employee has the qualifications to fill the job. During layoff periods, the company became aware that this situation caused a great deal of expense because of an unreasonable amount of job displacement. Also, the current contract does not contain a temporary layoff clause. This means that displaced employees may exercise their bumping rights on the basis of their plant wide seniority regardless of the length of the layoff. Supervisors have complained to the management that employees should be laid off without regard to seniority when the layoff is for a short period of time. The existing contract provides for super seniority for stewards and other union officials. This provision protects the stewards and union officials only from layoffs. There are 45 stewards in the plant. Last year, stewards spent, on average, about 10 hours each week on grievance work, for which they were paid by the company. There are no limitations on stewards for grievance work. Supervisors have complained that some stewards are â€Å"goofing off,† using â€Å"union business† as a pretext not to work. All the stewards deny this. In fact, the stewards claim that it is the unreasonable attitude of supervisors that provokes grievances and complaints. Also, the stewards claim that there cannot be a true measure of their time on the basis of the number of written grievances (a total of 450 grievances, including the production of standard complaints, were filed during the last 3 years), since a good share of their time is spent discussing grievances with employees and supervisors before a written grievance is filed. There is no record to show how many of these oral discussions ended problems without written grievances being filed. Last year, because of an unexpected order from the government, the plant worked Saturday and Sunday overtime for a period of two weekends. Under the existing contract, the company has the right to require overtime. About 200 employees did not want to work overtime but did so only because the company threatened to fire them if they refused. These 200 employees have been raising a lot of trouble in the union about this overtime affair. Also, the company has the right to select the employees to work overtime. Some employees have claimed that supervisors are not fair, giving their friends the opportunity to earn the extra money and discriminating against the older employees. For many years, by custom, each skilled tradesperson has worked only within his or her trade. Five months ago, the company required a mechanic to do a job normally performed by a plumber. The employee and union filed a grievance, and the case went all the way to arbitration. The arbitrator sustained the position of the union on the basis of the â€Å"past practice† principle. Some maintenance people have been affected by the current layoff, with 25 laid off. They charge that the company has been subcontracting out skilled work that could be done by them. Last year, for example, the company subcontracted out electrical work while three electricians were on layoff. The subcontract job lasted 6 days. Under the current contract, there is no restriction on the company’s right to subcontract. The present contract, as stated, was negotiated for a 3-year period. Both sides have indicated that in the future they may want to move away from this long-term arrangement for a variety of reasons. However, there is no assurance of whether this attitude indicates the parties’ sincere position or is merely an expression of a possible bargaining position. Technological change has been a problem in the company for several years. About 250 workers have been permanently separated because of it. Union and management meetings to deal with the problem during the past several years have proved fruitless. Previous discussions have centered on the rate of change, the problem of income for the displaced employees, and the training of employees for the jobs created by the new technology. All indications are that the next wave of automation will cost about 390 bargaining unit jobs. The 250 employees who have been permanently separated are in addition to the 450 employees who are currently on layoff because of the southern situation and the drop in sales. There has been considerable controversy over the problem of temporary transfers. Under the existing contract, the company many not transfer an employee to a job not in his or her job classification. There are also problems regarding other working rules. These now include a 15-minute rest period every 4 hours; a stipulation that no supervisor may perform bargaining unit work regardless of circumstances; paid lunch periods of 20-minute duration; and paid â€Å"wash-up† time for 10 minutes before quitting time. The company contends that these â€Å"working rules† are costing it a lot of money. Whenever this issue has been brought up in the past, the union has refused any change. Company records show that 60 percent of the workers have seniority up to 10 years; 30 percent, between 10 and 20 years; and 10 percent, more than 20 years. About 20 percent of the bargaining unit are women, and 15 percent are blacks. Some black employees have complained that they have not been given equal opportunity to get better jobs. Of the 175 skilled employees in the skilled trades, only eight are black. They have threatened to file complaints against both the company and the union under Title VII of the Civil Rights Act and Taft-Hartley. They have retained an attorney for this purpose. Two final issues appear to be involved in the current bargaining. First, a number of employees have told the union leadership that it is high time that at least one union representative was offered a seat on the nine-person company board of directors. These workers, who are particularly vocal ones as it happens, feel that his matter deserves considerable priority. Second, the company’s president tends to favor the imposition of a two-tier wage system, whereby all workers hired after the new labor agreement is signed would receive pay rates well below those of the current employees. He has publicly declared that â€Å"two-tiering could well be the salvation of this company. †

Isopod Behavior Lab Report Essay Example

Isopod Behavior Lab Report Essay Example Isopod Behavior Lab Report Paper Isopod Behavior Lab Report Paper While the same animal my not wanting to eat something that is not sugary or sweet like peas. Every organism acts different, especially when a stimulus is affecting them. While other times the organism can do something for no reason, well at least to our knowledge. Relationships also can be a factor on how organisms act, most likely being aggressive or submissive. For example, male crocodiles will fight each other for a mate; this is showing their aggressive side. After one of the cross has won the fight, the female crop will be submissive towards him to show dominance. This shows how they can act because of a relationship. Another example is people and the weather, which is a stimulus. People who like mild to hot temperatures will most likely go outside to do things. While people who dont like the cold temperatures will do things inside, just so they dont go outside. This shows how a stimulus can affect an organisms behavior and what they do. Hypothesis: For my hypothesis I wrote, If the pill bugs are in the Petri dish with the other chemicals then they will go to the filter paper where the sugar is more so then the other filter paper that has chemicals on it. I choose this hypothesis for many reasons. First off, I know that most organisms, bugs, insects, etc Eke sweet and sugary tasting things. I know this because I always see ants in my kitchen trying to get to the sugar rather then anything else. I know the pill bugs will not like the vinegar because most bugs will not go for vinegar. This goes the same with salt. I also thought about the water, this would be my second choice for my hypothesis. As I was writing my hypothesis, I also tried to tie it to me as well. I personally favor sugar over the others, next would be water, then salt, and last but not least vinegar. Using my personal taste, I was better able to make my decision on my hypothesis. Materials: 4 pill Bugs Petri Dish Pieces of Filter Paper Pen or pencil Dropper Clock Water Salt Solution Sugar Solution Vinegar Notebook (egg. Data-table) Scissors Something sturdy to cover the Petri dish Teacher You Procedures: Procedure 1: 1 Petri dish was placed on top of table. A dry piece of filter paper was centered into Petri dish. Four pill bugs were placed into the Petri dish; the Petri dish was covered with an index card then a stack of post-it notes was placed on top of the index cards. The pill bugs behavior was observed for 5 minutes, data was gathered and written on the paper. No human influence had any affect on the pill bugs behavior. Procedure 2: One piece of circular filter paper was taken and cut into 4 equal sections. The 4 sections of filter paper were then assigned and labeled with a letter from A D. The chemicals were collected, which were water, salt solution, sugar solution and vinegar. Using a dropper, 5 10 drops of each solution were placed on a separate piece of filter paper. Then the filter paper with the solutions on it was placed in the Petri dish, 4 pill bugs were then added into the Petri dish. The pill bugs behavior was observed and recorded over the course of 5 minutes by recording how many pill bugs would go n each piece of filter paper in 30-second intervals. After that the pill bugs were returned to their home, the filter paper and the lab station were cleaned. Data / Observations: TIME A = WATER B = SUGAR c = SALT D = VINEGAR IN BETWEEN ALTERS Start O Seconds 4 30 2 1 Minute Minutes 3 Minutes 4 Minutes 5 Minutes Total For Each Solution 11 15 10 8 Over the course of our lab, our group collected lots of data from the pill bugs behavior. At the beginning of our lab we had placed the pill bugs in the Petri dish with dry filter paper and we observed their behavior. The pill bugs were going round the inside rim of Petri in circles following each other, almost as if it were a game of tag. The pill bugs never seemed to stop moving, flipping over and were constantly climbing. Some of the pill bugs even tried to escape from the Petri dish, but our group was quick to make that didnt happen. As our lab went on, we placed the 4 different pieces of filter paper with solutions on them and then added 4 pill bugs to it. We collected lots of information during this procedure. This table represents how many pill bugs were on each slice of filter paper, that had a different solution on each of them, over 30 second intervals lasting 5 minutes. This is what were recorded our data on for this part of the lab. Conclusions: The purpose of our experiment was to observe the behavior of the pill bugs. We were trying to find exactly whether the pill bugs would be attracted or repelled by the chemicals. The chemicals used were vinegar, water, salt solution and a sugar solution. By placing strips of filter paper with the solutions on it into a Petri dish and then adding the pill bugs did attract and repel the pill bugs. This experiment would show whether the pill bugs would be attracted to one or some of the 4 chemicals in Petri dish. This experiment was relevant to the topic because the pill bugs would show some kind of different behavior, which is what the topic was related to because the topic was that some animals behave in different ways, especially to a stimulus. From the experiment I learned that the pill bugs behavior did change when the chemicals were added to the Petri dish. From the data that we recorded in the chart it showed that the pill bugs like to go to the sugar solution the most. This does not surprise me because I thought the pill bugs would be most likely to go to the sugar solution. I thought this because most animals would chose meeting that is sugary and sweet, so tied this into the experiment and this is also how I formed my hypothesis. Next came the water solution that the pill bugs liked. Then, came the salt solution. Then, came the in between filter. Finally, came the vinegar solution. This does not surprise me that the pill bugs like the vinegar solution because I know ants dont like vinegar, so I thought the pill bugs would be the same. These results fully support my hypothesis about the experiment. Through this experiment my hypothesis was proven correct. My original hypothesis was, If the pill bugs are introduced to the chemicals, then the pill USGS will most likely go to the sugar solution rather then go to the others. I then looked at the results of my experiment and it showed that the pill bugs liked the sugar solution the most. This alone proves that my hypothesis is correct. I believe the accuracy and precision in my results is 100% correct. I believe this to be valid because I ensured there were no errors made during the experiment. Even though there was a lot of room for error I made sure that it didnt happen. This experiment could have been revised, as there should have been a bigger Petri dish or something larger to hold the pill bugs in. This way more solutions could eave been used like the same 4 chemicals just more slides of them. This would show more accurately that they really did like the sugar; this would eliminate any one saying that it was a fluke, that the pill bugs liked the sugar. I also think more pill bugs should have been added. I think that this would allow for more room for accuracy and precision in the experiment. From the experiment I learned that pill bugs are very interesting organisms. I had a lot of fun doing the experiment. I learned that out of a sugar solution, a salt solution, vinegar and water, that the pill bugs will choose the sugar solution the most. I also learned from this experiment that an experiment can always be redone and that it will show more accurate results. Before this experiment I always thought that one experiment could be good enough for 100% accuracy. Then, I thought about this experiment and I realized that this experiment could be better done. I also learned that pill bugs also like to climb on top of each other. This was interesting to me because I never thought they would do that because, you dont see people or elephants climbing top of each other. These are some facts that I learned from the lab. In conclusion, the experiment showed the behavior of the pill bugs when Heimlich were introduced.

Art in post- modernity Essay Example | Topics and Well Written Essays - 1750 words

Art in post- modernity - Essay Example The practice is founded on urban â€Å"operational space,† as depicted in â€Å"practice of place† as illustrated by Certeau and not the abstract space of urban planning, geometry, or the virtual space of the screen. This is a space produced by a lived experience, characterized by individuals mapping their personal movements and every day relationships to seeming centers of power through the neighborhoods, the streets and transit networks of the city. Street art offers an instinctive break from the hastened â€Å"aesthetics of disappearance†. Hence, it is an indicator cut off in an exceedingly mass-arbitrated environment, which is dominated by a regime of screen visibility that always has absence of material objects. The placement of works requires a place, demarcating locations with awareness, which is against the increasing urban â€Å"non-places† of anonymous commerce and transit. Street artists use walls as mural space, which is their useful differenti ator . In the early 1990s, the street arts had effectively used walls in Los Angeles and New York, which boasted of different graffiti styles. The Berlin Wall had miles of mural art and graffiti, which created visually striking images during the fall of wall in 1989. As a city mural art, street art spread across Europe and to South America, throughout the 1990s. There has been a gradual evolution from simple graffiti as slogan writing or name to a focused practice entailing many types of graphic and image techniques. These techniques involve hybrid genres and mixed methods., which are produced and executed both on and off the street. Figure 1 Pop, as anticipated by Dada and Duchamp, launched a new conceptual space, which introduced new arguments regarding on what art could be. Street art acquired these arguments; thus, becoming a transformative logic of Pop. Consequently, it became a redirected work of transubstantiation, which changed the unrefined and non-art-differentiated space of public streets into novel territories of visual engagement. This anti-art performative works eventually resulted in a new art category. Street art deaestheticizes â€Å"high art† as one of the various forms of source material; and on the other hand, aestheticizing sectors, which were formerly outside culturally acknowledged art space. The â€Å"extramural† sectors of non-art space and the judgment of the art container are currently turned inside out. The walls of the city reflect what was banned on the walls of art institutions, such as,

Sam 386 unit 6 Assignment Example | Topics and Well Written Essays - 250 words

Sam 386 unit 6 - Assignment Example There is a special set rules that apply to the prosecution of defamation of public figures. In order for a private citizen such a neighbor or a friend to prove defamation against an individual, they only must prove that the individual acted negligently. The concept of negligence means that a â€Å"reasonable person† would not have made or published the defamatory statement. For a public figure, it is much harder to prove defamation since the accused must show â€Å"actual malice† in their statement. The plaintiff must prove that the accused published the statements with knowledge that the statements are untrue or in restless disregard of the truth. This makes the prosecution of defamation of a public figures much harder to proof for the plaintiff in a court of law. For a public figure it is important to recognize these differences in the treatment of defamation cases. Although it may not seem fair for public individuals to be treated differently under the law, a public figure by definition has agreed to have their private lifes scrutinized under the public lens as part of their responsibilities as a public

Business and Society Research Paper Example | Topics and Well Written Essays - 1000 words

Business and Society - Research Paper Example From then on, strategies should be developed in order to incorporate their participation in forming a coalition which can divine special assistance to the company in its entirety. Stakeholder analysis is particularly important because of the increasing interconnectivity nature of the world. Not one corporation is fully in monopoly of one particular business because there are many other entities involved, all with their own interests and motives. In order to be successful as CEO, it is imperative to be able to identify the key stakeholders and take advantage of the scenario. Stakeholders have varying interests which are dependent on their roles and relationship to the company. In identifying these roles, only then can a better understanding be founded on how to best manage them. There are two kinds of stakeholders; the primary and the secondary stakeholders. By definition, the primary stakeholders, also known as the market stakeholders, are the ones directly benefitting and/or affected by the performance of the corporation or a particular business activity (Akpinar, p. 52). These may include customers, employees, stockholders, creditors, suppliers, and basically anyone with financial and functional interest to the operation or business situation. The secondary stakeholders, who are also referred as non-market stakeholders, are individuals or groups which are not directly affected by the results or consequences of the company but still hold interest to the corporation. Such as these are the money-lending institutions, government agencies, the media, competitors, or even the general public. Secondary stakeholders are also important not only since they can also be primary stakeholders, too, but also because they influence the empowerment or the limitation of the capacity of the operations of the corporation. Like dominos, many individuals, groups, and other organizations are affected and involved with the actions of a company. Problems facing the

Impact of Marketing Collateral in Banks

Impact of Marketing Collateral in Banks INTRODUCTION About HDFC Bank: HDFC Bank was incorporated in August 1994, and, currently has a nationwide network of 2000 Branches and 5,471 ATMs in 996 Indian towns and cities. Differentiate to lead: Trust is a bankers greatest currency and a great banking and financial services brand can be built only on a strong foundation of trust. That pretty much has been HDFC banks story as it emerged from the image of a state owned housing finance corporation to a slick new age universal bank. Incorporated in 1994, the banks contribution to the bustle of post liberalization has been incredible. The banks service offerings include a spectrum of innovative products in retail banking, wholesale banking, the capital markets and many more areas growing consistently at 25-30 percent for over a decade. This has been driven by HDFC banks decision to adopt technology as its backbone. Not only did the technological revolution cut down costs but most significantly it enhanced the customer experience. The experience fostered trust and confidence among customers and the virtuous feedback loop catapulted HDFC bank into the league of elite private sector banks in the country. HDFC banks biggest differentiator from others is its robust set of policies that they worked on backed by quality service. Clear de-risking policies in a high risk Indian market have paid rich dividends to a brand run with great vision and strategy. When others concentrated on numbers, HDFC bank concentrated on quality. That made them an extremely respected bank to deal with. Power Creation: With the vision of being one-stop financial superstore in mind, the bank operates in three segments: Personal Banking, Wholesale Banking, and NRI Services. The Personal Banking segments provides various deposit products, exclusive banking for high net-worth individuals including Wealth Advisory, Private banking and Personal loans such as auto, personal, home, gold, business loans and more. This segment also is the distribution point for third party financial products, such as Mutual Funds and Insurance. In the space of Personal Banking, HDFC banks credit Cards are also enormously trusted. Here as well some well-crafted strategies of the past have yielded brilliant results for the bank. One of the key success factors for HDFC bank is clear de-risked business strategies that not only ensure the right revenue inflow but a loyal customer base. The Wholesale Banking segment provides loan and transaction services to large corporate organizations, emerging corporate organizations, small and medium enterprises and institutional customers. It also offers deposit and transaction banking products, working capital and term finance, foreign exchange products and the like. Other services include trade services, cash management, money market, custodial, tax collection and electronic banking. In addition, it provides correspondent bank services to co-operative banks, private banks, foreign banks and regional rural banks and investment services for non-resident Indians. Communication Strategy: The positioning strategy in recent years has been to position the bank as a one-stop financial supermarket. The objective of the communication has not just been acquisition of new customers, but also creating product awareness, enhancing usage and providing value-adds to customers. The campaigns from HDFC bank have always focused on that and their tagline ‘We Understand Your World only carries the legacy forward. Advertisement campaigns are aimed at highlighting how a product fulfils an identified customer need. The communication showcases the customer benefit first showcasing the banks commitment towards excellence in customer service facilitated through various means, especially technology. The bank also compliments its visual media presence with below the line activities including innovative programmes such as the Merits Scholarship plan which received high acclamation. Magical factors: As a brand, HDFC bank remains committed to India and enhancing the financial service space for everyone in the country. HDFC bank plans to bring financial viability in the next five years to 10 million families at the bottom of the pyramid through supporting microfinance programmes which can be driven by the bank through self help groups rather than just relying on microfinance institutions. The relentless pursuit of efficiency through technology also makes the bank a customer favourite. Their latest innovation is the ‘My Favourite features at ATMs which help customers reduce the time they spend at the ATM. The feature enables the consumer to customize his most often used withdrawal amount thereby speeding up the process by about 40%. It is the focus on little things also that has made HDFC bank such a customer centric bank and is the heart and soul of the brand. Brand Ethos: HDFC bank has always been about making customers comfortable thereby earning their trust. Whether it is through offering transparent products with no hidden fine print or through technological enhancements, HDFC bank has always paid attention to understand customer needs, reinforcing the trust it holds among customers. Its current tagline â€Å"We Understand Your World† is only apt in the sense that if theres one word youd like to associate with HDFC bank it has to be ‘understanding. What is a Brand? The word brand is derived from the Old Norse â€Å"brandr† meaning to burn. It refers to the practice of producers burning their mark (or brand) onto their products. When the technique of branding first started, it was meant to make identifying and differentiating a product easier. Over time, brands came to embrace a performance or benefit promise, for the product, certainly, but eventually also for the company behind the brand. Today, brand plays a much bigger role. Brands have been co-opted as powerful symbols in larger debates about economics, social issues, and politics. The power of brands to communicate a complex message quickly, with emotional impact and the ability of brands to attract media attention makes them an ideal tool in the hands of activists. Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and relates to key constituencies i.e. customers, staff, partners, investors etc. Brand identity and image Brand identity is the outward expression of a brand, including its name, trademark, communications and visual appearance. Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand and by extension the branded company, organization, product or service. This is in contrast to the brand image, which is a customers mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identity Brand awareness Brand awareness refers to customers ability to recall and recognize the brand under different conditions and link to the brand name, logo and jingles etc., to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products. Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it. Brand Tracking The role of brand tracking methodologies is to monitor the health and the value of your brands. These are the business equivalent of taking your temperature or reading your pulse they can tell you quite reliably (within statistically-dictated tolerances) whether you are ill or well, and even how ill or how well. They can also point to certain symptoms. However, if you want to know how to get better, you may have to go to see a doctor (or, in this case, a consultant/marketing research agency using sophisticated diagnostic and prognostic techniques) Effective brand management relies on getting timely and accurate information from the target audiences. Brand tracking involves designing a program of measurement that is completed on a regular schedule to allow for trend analysis and comparison. Some of the key metrics that are involved in tracking a brand include: Brand awareness and familiarity Brand perceptions Brand positioning Delivery on brand promise Perceptions of competitive brands What are marketing collaterals? Marketing collaterals consists of printed materials that describe a business and its products and services. Marketing collateral includes brochures, posters, banners, standees and other printed materials produced by or for an organization. Types of the marketing collaterals used in HDFC bank are displayed as follows: MARKETING COLLATERALS WINDOW GLAZINGTENT CARDS LCD TVSTANDEE BANNERLEAFLETS POSTERNOTICE BOARD DESCRIPTION OF THE PROJECT Impact of marketing collaterals in branches: Every bank has several branches spread wide all over. As we enter a branch we witness many informative items such as banners, posters, standees, leaflets, window glazing, etc. These are known as marketing collaterals. These collaterals are put up with the intention of being read and used by every individual, customer or non-customer, whosoever enters the branch for whatever purpose. They carry information regarding new offers, schemes, rates, changes in banking operations, RBI implications, list of services provided, etc. These are meant to grab customer attention and to probe them into enquiring about the information displayed. It not only helps in improving sales opportunities but also helps in spreading information about the bank and its services. By observing and studying how effective these collaterals actually are, we could do a cost-benefit analysis and also provide recommendations on improving the effectiveness and usefulness of these collaterals by making desired modifications. The project involves observing visitors and also using questionnaires to identify the effective usage of marketing collaterals in the branches of HDFC bank spread over Mumbai city. Brand tracking of HDFC bank in semi-urban regions of India: A brand is defined as a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors. It is very difficult to understand the perception that people have about a particular brand. The role of brand tracking is to monitor the health and the value of a particular brand. It can tell you quite reliably how are the brand performing and what is the image of the brand, as perceived by the people. Brand tracking can point out the reasons why a brand is not performing well and can also recommend suggestions on improving the brand image. In this project, I will be using questionnaires to interview already existing customers as well as non-customers in semi-urban areas of selected cities of India about how they feel about HDFC bank and its services. Interviews would be done face-to-face or door-to-door. Analysis will be made from the data obtained and the current brand image in the minds of people can be formed. Accordingly, suggestions can be provided on how the brand image can be improvised. OBJECTIVES OF THE PROJECT Impact of marketing collaterals in branches: HDFC bank has 1780 branches and 5231 ATMs in 833 Indian towns and cities. Every branch has several marketing collaterals placed with the intention of spreading awareness about the bank and for improving sales. HDFC bank incurs expenses to put up these marketing collaterals. If the collaterals do not help the bank up to the desired extent at which the bank requires then it is considered that the bank is making losses on these marketing collaterals. The core objective of this project is to study the usefulness of marketing collaterals and to identify the obstacles that are faced by the customer/visitor in utilizing these collaterals. Thus, changes can be suggested in order to improve the utility of these marketing collaterals. Brand tracking of HDFC bank in semi-urban regions of India: A brand plays a very vital role in the sales of any company. The image that people have about a certain brand influences them to make decision regarding whether to use a certain product or service of that particular brand. Thus, in order to improve sales, it is very important to improve the brands image in the minds of people. Brand tracking is a methodology which helps in tracking and identifying the brands image i.e. what people perceive about the particular company. Identifying the brands image is very helpful in placing marketing strategies. The objective of this project is to track the image of HDFC bank in the minds of its customers as well as non-customers in semi-urban markets of India and identifying the banks brand position as compared to its competitors. BENEFITS TO THE ORGANIZATION With the help of this survey, HDFC Bank can identify how much impact its each marketing collaterals has on the customers and which are the collaterals which are not helpful or fail to induce enquiries from the customers. Also the reason behind the collaterals not being attractive are found out and accordingly modifications are suggested. Thus, the effectiveness of the marketing collaterals at various branches of Mumbai city can be increased. The brand tracking survey would help HDFC Bank to identify what people in semi-urban regions perceive about it. Also it can know where it stands as compared to its competitors and what people understand about HDFC Banks local taglines. The brand awareness, visibility, likability and its recall value is calculated. Future marketing strategies can be designed using this information. Apart from these core objectives, HDFC Bank can also use the database collected by the survey for generating leads and other such purposes. LIMITATIONS OF THE STUDY As the method of communication used for the survey is face-to-face or door-to-door, the limitations include limited geographical flexibility, high cost and difficulty in call back or follow-up. The entire surveys, research, analysis and decisions are based on the primary data collected by interviewing people from different cities. So the project is highly reliable on the perceptions, thoughts and ideas of people, which are ever changing. Also measuring the cognitive, affective and behavioural components of an attitude is a limitation. The project on brand tracking is limited to the semi-urban regions of India and does not include the urban cities. RESEARCH PROCESS ADOPTED Both the projects that have been selected are research based projects. To study the impact of marketing collaterals in the branches of HDFC bank in Mumbai city as well as for tracking the image of HDFC bank in semi-urban regions, a research had to be made which followed a process that is divided in 7 steps which are as follows: The entire research process has been designed keeping these 7 steps in mind. Accordingly, a schedule was formed and the stipulated time frame was decided to complete the tasks of the schedule. This helped complete the projects in a smooth and systematically planned manner. THE SCHEDULE OF TASKS IS AS FOLLOWS METHODOLGY USED The methodology adopted for researching on both the projects is by collecting primary data through questionnaire method. Customers as well as non-customers are interviewed using questionnaires on face-to-face basis by visiting different semi-urban regions of a few cities where HDFC bank has its branches located at. Data collected from questionnaires will be used in percentage form as the primary data for making analysis. It is a stringent research methodology based on a perception based survey which would include parameters like brand awareness, brand image/perception, brand recall value, brand performance and brand association. The process for preparing the questionnaires for the brand tracking survey is by interviewing 100 people (random sampling) on what they feel are important attributes or features that they look for while selecting a bank for opening a CASA account. The next step is to select the features that have been desired by maximum number of people asked. These features are to be included in the questionnaire along with the other questions for tracking the brand image of HDFC bank. By multiplying the rank given by interviewees to the importance level of the attribute, a clear idea can be drawn as to where HDFC bank stands as compared to its competitors and in which areas the bank need to work upon. Also, the local taglines of HDFC Bank in different cities for example, Gujarati in Surat, Marathi in Aurangabad and so on has been included in the questionnaire for indentifying the understanding that people, of that particular region, have about the local tagline. In order to prepare the questionnaire to study the impact of marketing collaterals in branches, the most common marketing collaterals have been identified and included. The questionnaires are prepared with the aim of identifying the importance and effectiveness of each marketing collateral and the problems faced by the visitors in using these collaterals. For providing more clarity, both the questionnaires prepared are attached with this report. The entire data derived from the questionnaires regarding both the projects, is coded and saved in EXCEL sheets so that it can be included in the banks MIS and can be used by the bank in future whenever required. CITIES AND BRANCHES VISITED TILL DATE Lists of cities that have been visited for Brand Tracking of HDFC Bank is as follows: 1) Aurangabad People outside the branches of HDFC banks competitors i.e. ICICI bank, SBI and AXIS bank were interviewed using questionnaires that were prepared. 2) Surat Semi-urban regions near Surat city were visited i.e. Bardoli and Amroli. 3) Madhya Pradesh Semi-urban regions of M.P were visited i.e. Khandwa and Harda. 4) Rajkot Semi-urban regions of Rajkot were visited i.e. Wankaner, Metoda and Una. A list of branches of HDFC Bank in Mumbai that were visited to conduct the study on impact of marketing collaterals in branches is as follows: Hughes Road branch Sandoz house branch Khar Road branch Borivali branch Vashi branch Andheri branch Sanpada branch Zaveri branch APMC 2 branch Kandivili branch EXCEL sheets containing the entire information of the cities and branches visited along with the data collected is attached with this report. DATA FINDINGS OF MARKETING COLLATERALS SURVEY List of branches visited: Hughes Road branch Sandoz house branch Khar Road branch Borivali branch Vashi branch Andheri branch Sanpada branch Zaveri branch APMC 2 branch Kandivili branch Total number of people interviewed: 200 Data collected is as follows: 1) How often do you visit the branch? a) Very often 48% b) Less often 28% c) Rarely 24% 2) How much time do you spend in the branch at every visit? a) 5 to 10 minutes 17.5% b) 10 to 15 minutes 34% c) 15 to 20 minutes 20.5% d) Above 20 minutes 28% 3) Which of the following collaterals attract your attention the most? 4) Do you often spend time reading these collaterals? a) Yes 67.5% b) No 32.5% 5) Do you find it easy to read them? a) Yes 94% b) No 6% 6) If yes, does it induce you to inquire about it? a) Yes 75.5% b) No 24.5% 7) If no, what are the obstacles that prevent you from reading it? a) Location of the collateral 2.5% b) Font size/colour 2% c) Too much text matter 12% d) Language 0.5% e) Other issues 6% f) No issues 77% DATA FINDINGS ON BRAND TRACKING Cities Visited: Aurangabad, Surat (Bardoli and Amroli), Madhya Pradesh (Khandwa and Harda) and Rajkot (Una, Wankaner and Metoda) Total Number of peopleinterviewed: 200 Data collected is as follows: (The data provided is divided into three sections i.e. in terms of all the data collected, data collected from customers and data collected from non-customers) 1) Banks that the people were aware about are as follows: All data: HDFC bank 26.3% ICICI bank 21.8% State Bank of India 18% Axis bank 15% Other 18.8% Customers: HDFC bank 28.57% ICICI bank 19.72% State Bank of India 16.32% Axis bank 12.92% Other 22.44% Non-customers: HDFC bank 25.60% ICICI bank 22.51% State Bank of India 18.54% Axis bank 15.67% Other 17.66% 2) Public opinion about each bank with regards to the attributes mentioned as follows: a) Trust All data Customers Non-Customers b) Customer friendly staff All data Customers Non-customers c) Speed of services All data Customers Ranks ICICI HDFC SBI AXIS Impact of Marketing Collateral in Banks Impact of Marketing Collateral in Banks INTRODUCTION About HDFC Bank: HDFC Bank was incorporated in August 1994, and, currently has a nationwide network of 2000 Branches and 5,471 ATMs in 996 Indian towns and cities. Differentiate to lead: Trust is a bankers greatest currency and a great banking and financial services brand can be built only on a strong foundation of trust. That pretty much has been HDFC banks story as it emerged from the image of a state owned housing finance corporation to a slick new age universal bank. Incorporated in 1994, the banks contribution to the bustle of post liberalization has been incredible. The banks service offerings include a spectrum of innovative products in retail banking, wholesale banking, the capital markets and many more areas growing consistently at 25-30 percent for over a decade. This has been driven by HDFC banks decision to adopt technology as its backbone. Not only did the technological revolution cut down costs but most significantly it enhanced the customer experience. The experience fostered trust and confidence among customers and the virtuous feedback loop catapulted HDFC bank into the league of elite private sector banks in the country. HDFC banks biggest differentiator from others is its robust set of policies that they worked on backed by quality service. Clear de-risking policies in a high risk Indian market have paid rich dividends to a brand run with great vision and strategy. When others concentrated on numbers, HDFC bank concentrated on quality. That made them an extremely respected bank to deal with. Power Creation: With the vision of being one-stop financial superstore in mind, the bank operates in three segments: Personal Banking, Wholesale Banking, and NRI Services. The Personal Banking segments provides various deposit products, exclusive banking for high net-worth individuals including Wealth Advisory, Private banking and Personal loans such as auto, personal, home, gold, business loans and more. This segment also is the distribution point for third party financial products, such as Mutual Funds and Insurance. In the space of Personal Banking, HDFC banks credit Cards are also enormously trusted. Here as well some well-crafted strategies of the past have yielded brilliant results for the bank. One of the key success factors for HDFC bank is clear de-risked business strategies that not only ensure the right revenue inflow but a loyal customer base. The Wholesale Banking segment provides loan and transaction services to large corporate organizations, emerging corporate organizations, small and medium enterprises and institutional customers. It also offers deposit and transaction banking products, working capital and term finance, foreign exchange products and the like. Other services include trade services, cash management, money market, custodial, tax collection and electronic banking. In addition, it provides correspondent bank services to co-operative banks, private banks, foreign banks and regional rural banks and investment services for non-resident Indians. Communication Strategy: The positioning strategy in recent years has been to position the bank as a one-stop financial supermarket. The objective of the communication has not just been acquisition of new customers, but also creating product awareness, enhancing usage and providing value-adds to customers. The campaigns from HDFC bank have always focused on that and their tagline ‘We Understand Your World only carries the legacy forward. Advertisement campaigns are aimed at highlighting how a product fulfils an identified customer need. The communication showcases the customer benefit first showcasing the banks commitment towards excellence in customer service facilitated through various means, especially technology. The bank also compliments its visual media presence with below the line activities including innovative programmes such as the Merits Scholarship plan which received high acclamation. Magical factors: As a brand, HDFC bank remains committed to India and enhancing the financial service space for everyone in the country. HDFC bank plans to bring financial viability in the next five years to 10 million families at the bottom of the pyramid through supporting microfinance programmes which can be driven by the bank through self help groups rather than just relying on microfinance institutions. The relentless pursuit of efficiency through technology also makes the bank a customer favourite. Their latest innovation is the ‘My Favourite features at ATMs which help customers reduce the time they spend at the ATM. The feature enables the consumer to customize his most often used withdrawal amount thereby speeding up the process by about 40%. It is the focus on little things also that has made HDFC bank such a customer centric bank and is the heart and soul of the brand. Brand Ethos: HDFC bank has always been about making customers comfortable thereby earning their trust. Whether it is through offering transparent products with no hidden fine print or through technological enhancements, HDFC bank has always paid attention to understand customer needs, reinforcing the trust it holds among customers. Its current tagline â€Å"We Understand Your World† is only apt in the sense that if theres one word youd like to associate with HDFC bank it has to be ‘understanding. What is a Brand? The word brand is derived from the Old Norse â€Å"brandr† meaning to burn. It refers to the practice of producers burning their mark (or brand) onto their products. When the technique of branding first started, it was meant to make identifying and differentiating a product easier. Over time, brands came to embrace a performance or benefit promise, for the product, certainly, but eventually also for the company behind the brand. Today, brand plays a much bigger role. Brands have been co-opted as powerful symbols in larger debates about economics, social issues, and politics. The power of brands to communicate a complex message quickly, with emotional impact and the ability of brands to attract media attention makes them an ideal tool in the hands of activists. Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and relates to key constituencies i.e. customers, staff, partners, investors etc. Brand identity and image Brand identity is the outward expression of a brand, including its name, trademark, communications and visual appearance. Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand and by extension the branded company, organization, product or service. This is in contrast to the brand image, which is a customers mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identity Brand awareness Brand awareness refers to customers ability to recall and recognize the brand under different conditions and link to the brand name, logo and jingles etc., to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products. Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it. Brand Tracking The role of brand tracking methodologies is to monitor the health and the value of your brands. These are the business equivalent of taking your temperature or reading your pulse they can tell you quite reliably (within statistically-dictated tolerances) whether you are ill or well, and even how ill or how well. They can also point to certain symptoms. However, if you want to know how to get better, you may have to go to see a doctor (or, in this case, a consultant/marketing research agency using sophisticated diagnostic and prognostic techniques) Effective brand management relies on getting timely and accurate information from the target audiences. Brand tracking involves designing a program of measurement that is completed on a regular schedule to allow for trend analysis and comparison. Some of the key metrics that are involved in tracking a brand include: Brand awareness and familiarity Brand perceptions Brand positioning Delivery on brand promise Perceptions of competitive brands What are marketing collaterals? Marketing collaterals consists of printed materials that describe a business and its products and services. Marketing collateral includes brochures, posters, banners, standees and other printed materials produced by or for an organization. Types of the marketing collaterals used in HDFC bank are displayed as follows: MARKETING COLLATERALS WINDOW GLAZINGTENT CARDS LCD TVSTANDEE BANNERLEAFLETS POSTERNOTICE BOARD DESCRIPTION OF THE PROJECT Impact of marketing collaterals in branches: Every bank has several branches spread wide all over. As we enter a branch we witness many informative items such as banners, posters, standees, leaflets, window glazing, etc. These are known as marketing collaterals. These collaterals are put up with the intention of being read and used by every individual, customer or non-customer, whosoever enters the branch for whatever purpose. They carry information regarding new offers, schemes, rates, changes in banking operations, RBI implications, list of services provided, etc. These are meant to grab customer attention and to probe them into enquiring about the information displayed. It not only helps in improving sales opportunities but also helps in spreading information about the bank and its services. By observing and studying how effective these collaterals actually are, we could do a cost-benefit analysis and also provide recommendations on improving the effectiveness and usefulness of these collaterals by making desired modifications. The project involves observing visitors and also using questionnaires to identify the effective usage of marketing collaterals in the branches of HDFC bank spread over Mumbai city. Brand tracking of HDFC bank in semi-urban regions of India: A brand is defined as a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors. It is very difficult to understand the perception that people have about a particular brand. The role of brand tracking is to monitor the health and the value of a particular brand. It can tell you quite reliably how are the brand performing and what is the image of the brand, as perceived by the people. Brand tracking can point out the reasons why a brand is not performing well and can also recommend suggestions on improving the brand image. In this project, I will be using questionnaires to interview already existing customers as well as non-customers in semi-urban areas of selected cities of India about how they feel about HDFC bank and its services. Interviews would be done face-to-face or door-to-door. Analysis will be made from the data obtained and the current brand image in the minds of people can be formed. Accordingly, suggestions can be provided on how the brand image can be improvised. OBJECTIVES OF THE PROJECT Impact of marketing collaterals in branches: HDFC bank has 1780 branches and 5231 ATMs in 833 Indian towns and cities. Every branch has several marketing collaterals placed with the intention of spreading awareness about the bank and for improving sales. HDFC bank incurs expenses to put up these marketing collaterals. If the collaterals do not help the bank up to the desired extent at which the bank requires then it is considered that the bank is making losses on these marketing collaterals. The core objective of this project is to study the usefulness of marketing collaterals and to identify the obstacles that are faced by the customer/visitor in utilizing these collaterals. Thus, changes can be suggested in order to improve the utility of these marketing collaterals. Brand tracking of HDFC bank in semi-urban regions of India: A brand plays a very vital role in the sales of any company. The image that people have about a certain brand influences them to make decision regarding whether to use a certain product or service of that particular brand. Thus, in order to improve sales, it is very important to improve the brands image in the minds of people. Brand tracking is a methodology which helps in tracking and identifying the brands image i.e. what people perceive about the particular company. Identifying the brands image is very helpful in placing marketing strategies. The objective of this project is to track the image of HDFC bank in the minds of its customers as well as non-customers in semi-urban markets of India and identifying the banks brand position as compared to its competitors. BENEFITS TO THE ORGANIZATION With the help of this survey, HDFC Bank can identify how much impact its each marketing collaterals has on the customers and which are the collaterals which are not helpful or fail to induce enquiries from the customers. Also the reason behind the collaterals not being attractive are found out and accordingly modifications are suggested. Thus, the effectiveness of the marketing collaterals at various branches of Mumbai city can be increased. The brand tracking survey would help HDFC Bank to identify what people in semi-urban regions perceive about it. Also it can know where it stands as compared to its competitors and what people understand about HDFC Banks local taglines. The brand awareness, visibility, likability and its recall value is calculated. Future marketing strategies can be designed using this information. Apart from these core objectives, HDFC Bank can also use the database collected by the survey for generating leads and other such purposes. LIMITATIONS OF THE STUDY As the method of communication used for the survey is face-to-face or door-to-door, the limitations include limited geographical flexibility, high cost and difficulty in call back or follow-up. The entire surveys, research, analysis and decisions are based on the primary data collected by interviewing people from different cities. So the project is highly reliable on the perceptions, thoughts and ideas of people, which are ever changing. Also measuring the cognitive, affective and behavioural components of an attitude is a limitation. The project on brand tracking is limited to the semi-urban regions of India and does not include the urban cities. RESEARCH PROCESS ADOPTED Both the projects that have been selected are research based projects. To study the impact of marketing collaterals in the branches of HDFC bank in Mumbai city as well as for tracking the image of HDFC bank in semi-urban regions, a research had to be made which followed a process that is divided in 7 steps which are as follows: The entire research process has been designed keeping these 7 steps in mind. Accordingly, a schedule was formed and the stipulated time frame was decided to complete the tasks of the schedule. This helped complete the projects in a smooth and systematically planned manner. THE SCHEDULE OF TASKS IS AS FOLLOWS METHODOLGY USED The methodology adopted for researching on both the projects is by collecting primary data through questionnaire method. Customers as well as non-customers are interviewed using questionnaires on face-to-face basis by visiting different semi-urban regions of a few cities where HDFC bank has its branches located at. Data collected from questionnaires will be used in percentage form as the primary data for making analysis. It is a stringent research methodology based on a perception based survey which would include parameters like brand awareness, brand image/perception, brand recall value, brand performance and brand association. The process for preparing the questionnaires for the brand tracking survey is by interviewing 100 people (random sampling) on what they feel are important attributes or features that they look for while selecting a bank for opening a CASA account. The next step is to select the features that have been desired by maximum number of people asked. These features are to be included in the questionnaire along with the other questions for tracking the brand image of HDFC bank. By multiplying the rank given by interviewees to the importance level of the attribute, a clear idea can be drawn as to where HDFC bank stands as compared to its competitors and in which areas the bank need to work upon. Also, the local taglines of HDFC Bank in different cities for example, Gujarati in Surat, Marathi in Aurangabad and so on has been included in the questionnaire for indentifying the understanding that people, of that particular region, have about the local tagline. In order to prepare the questionnaire to study the impact of marketing collaterals in branches, the most common marketing collaterals have been identified and included. The questionnaires are prepared with the aim of identifying the importance and effectiveness of each marketing collateral and the problems faced by the visitors in using these collaterals. For providing more clarity, both the questionnaires prepared are attached with this report. The entire data derived from the questionnaires regarding both the projects, is coded and saved in EXCEL sheets so that it can be included in the banks MIS and can be used by the bank in future whenever required. CITIES AND BRANCHES VISITED TILL DATE Lists of cities that have been visited for Brand Tracking of HDFC Bank is as follows: 1) Aurangabad People outside the branches of HDFC banks competitors i.e. ICICI bank, SBI and AXIS bank were interviewed using questionnaires that were prepared. 2) Surat Semi-urban regions near Surat city were visited i.e. Bardoli and Amroli. 3) Madhya Pradesh Semi-urban regions of M.P were visited i.e. Khandwa and Harda. 4) Rajkot Semi-urban regions of Rajkot were visited i.e. Wankaner, Metoda and Una. A list of branches of HDFC Bank in Mumbai that were visited to conduct the study on impact of marketing collaterals in branches is as follows: Hughes Road branch Sandoz house branch Khar Road branch Borivali branch Vashi branch Andheri branch Sanpada branch Zaveri branch APMC 2 branch Kandivili branch EXCEL sheets containing the entire information of the cities and branches visited along with the data collected is attached with this report. DATA FINDINGS OF MARKETING COLLATERALS SURVEY List of branches visited: Hughes Road branch Sandoz house branch Khar Road branch Borivali branch Vashi branch Andheri branch Sanpada branch Zaveri branch APMC 2 branch Kandivili branch Total number of people interviewed: 200 Data collected is as follows: 1) How often do you visit the branch? a) Very often 48% b) Less often 28% c) Rarely 24% 2) How much time do you spend in the branch at every visit? a) 5 to 10 minutes 17.5% b) 10 to 15 minutes 34% c) 15 to 20 minutes 20.5% d) Above 20 minutes 28% 3) Which of the following collaterals attract your attention the most? 4) Do you often spend time reading these collaterals? a) Yes 67.5% b) No 32.5% 5) Do you find it easy to read them? a) Yes 94% b) No 6% 6) If yes, does it induce you to inquire about it? a) Yes 75.5% b) No 24.5% 7) If no, what are the obstacles that prevent you from reading it? a) Location of the collateral 2.5% b) Font size/colour 2% c) Too much text matter 12% d) Language 0.5% e) Other issues 6% f) No issues 77% DATA FINDINGS ON BRAND TRACKING Cities Visited: Aurangabad, Surat (Bardoli and Amroli), Madhya Pradesh (Khandwa and Harda) and Rajkot (Una, Wankaner and Metoda) Total Number of peopleinterviewed: 200 Data collected is as follows: (The data provided is divided into three sections i.e. in terms of all the data collected, data collected from customers and data collected from non-customers) 1) Banks that the people were aware about are as follows: All data: HDFC bank 26.3% ICICI bank 21.8% State Bank of India 18% Axis bank 15% Other 18.8% Customers: HDFC bank 28.57% ICICI bank 19.72% State Bank of India 16.32% Axis bank 12.92% Other 22.44% Non-customers: HDFC bank 25.60% ICICI bank 22.51% State Bank of India 18.54% Axis bank 15.67% Other 17.66% 2) Public opinion about each bank with regards to the attributes mentioned as follows: a) Trust All data Customers Non-Customers b) Customer friendly staff All data Customers Non-customers c) Speed of services All data Customers Ranks ICICI HDFC SBI AXIS

Brand Awareness Essay

Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product’s introduction.( Noel. K, Francoise. R. 1995), Brand awareness, In general, means the extent to which a brand associated with a particular product is documented by potential and existing customers either positively or negatively. Creation of brand awareness is the primary goal of advertising at the beginning of any product’s life cycle in target markets. In fact, brand awareness has influence on buying behavior of a buyer. (Noel. K, Francoise. R. 1995), Brand awareness can be measured by showing a consumer the brand and asking whether or not they knew of it beforehand. However, in common market research practice a variety of recognition and recall measures of brand awareness are employed all of which test the brand name’s association to a product category cue, this came about because most market research in the 20th Century was conducted by post or telephone, actually showing the brand to consumers usually required more expensive face-to-face interviews (until web-based interviews became possible). (Noel. K, Francoise. R. 1995), this has led many textbooks to conceptualize brand awareness simply as its measures, that is, knowledge that the brand is a member of a particular product category, e.g. soft-drinks. Examples of such measures include: Brand recognition – Either the brand name or both the brand name and category name are presented to respondents. Brand recall – the product category name is given to respondents who are asked to recall as many brands as possible that are members of the category. ï‚ §Top of mind awareness – as above, but only the first brand recalled is recorded (also known as spontaneous brand recall). There has been discussion in industry and practice about the meaning and value of various brand awareness metrics. Recently, an empirical study appeared to put this debate to rest by suggesting that all awareness metrics were systematically related, simply reflecting their difficulty, in the same way that certain questions are more difficult in academic exams (Robert W. P. 1971), Brand recall Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition. Common market research usage is that pure brand recall requires â€Å"unaided recall†. For example a respondent may be asked to recall the names of any cars he may know, or any whisky brands he may know. Some researchers divide recall into both â€Å"unaided† and â€Å"aided† recall. â€Å"Aided recall† measures the extent to which a brand name is remembered when the actual brand name is prompted. An example of such a question is â€Å"Do you know of the â€Å"Honda† brand?† In terms of brand exposure, companies want to look for high levels of unaided recall in relation to their competitors. The first recalled brand name (often called â€Å"top of mind†) has a distinct competitive advantage in brand space, as it has the first chance of evaluation for purchase. (Jonathan, 1982) Brand Recognition Brand Recognition is the extent to which a brand is recognized for stated brand attributes or communications In some cases brand recognition is defined as aided recall – and as a subset of brand recall. In the case, brand recognition is the extent to which a brand name is recognized when prompted with the actual name. A broader view of brand recognition is the extent to which a brand is recognized within a product class for certain attributes. Logo and tagline testing can be seen as a form of brand recognition testing. For example, if a product name can be associated with a certain tagline, logo or attribute (safety and Volvo; â€Å"Just do it† – Nike) a certain level of brand recognition is present. (Jonathan, 1982) What Does Brand Awareness Mean? The likelihood that consumers recognize the existence and availability of a company’s product or service Creating brand awareness is one of the key steps in promoting a product. Investopedia explains Brand Awareness Brand awareness is an important way of promoting commodity-related products. This is because for these products, there are very few factors that differentiate one product from its competitors. Therefore, the product that maintains the highest brand awareness compared to its competitors will usually get the most sales. For example, in the soft drink industry, very little separates a generic soda from a brand-name soda, in terms of taste. However, consumers are very aware of the brands Pepsi and Coca Cola, in terms of their images and names. This higher rate of brand awareness equates to higher sales and also serves as an economic moat that prevents competitors from gaining more market share. Definition: A gauge of marketing effectiveness measured by the ability of a customer to recognize and/or recall a name, image or other mark associated with a particular brand. Examples: In today’s most competitive atmosphere, it is critical for retailers to maintain and build on their brand awareness, as well as reinforce the value proposition of their market. (Barnard. N, 1997) 7 Ways to Build Brand Awareness To some, branding might not feel like a tangible aspect of running a business. It can’t be seen like a product on the shelf, or counted like a cash drawer at the end of the night. But, branding is the reason people pay three times more for a product at one store over another. (Houston 1992), Good branding is the product of a clear vision, and nobody knows more about vision than small business owners. But, with limited resources, creating a brand identity can be tricky. Fortunately, building brand awareness on the Internet doesn’t need to take a lot of money or resources. Here are seven strategies to build your business brand: Define the vision. Before moving ahead with the web site, create a brand positioning statement. â€Å"This isn’t just, ‘What kind of web site do we want to be?’ This is ‘Who are we?’† says Harley Manning, vice president at Forrester Research in Cambridge, Mass., a technology and market research firm that advises on the effects technology has on consumers and businesses. Good brand statements typically include the company’s mission, vision and values. â€Å"It’s succinct. It’s typically something that will fit on a page easily,† he says. Build a brand worth believing in. â€Å"Do you so believe in what you’re creating that you would trademark it?† says Andrea Fitch, (president and CEO of Red Carpet Creations, Inc., and national president of the Society for Marketing Professional Services, both based out of Alexandria), Va. Really consider what kind of brand could represent the business through the next d ecade. â€Å"Don’t have a logo that in five years you’re going to be tired of and discard for another,† she says. Remember, the web site is the brand. â€Å"A web site is not just a communication medium,† Manning says. â€Å"It is actually a channel that must deliver on the promise.† Essentially, a web site should embody the promise that it makes to customers. If, for instance, a business claims to be innovative, the web site should look fresh and modern. Create a cohesive experience between all mediums. Before she launched her company’s new web site, Fitch made sure it would be an event that her potential clients would never forget. Red Carpet Creations mailed 4,000 silver tubes containing scrolls that looked like rolled-up carpet. Inside the scrolls was an announcement about the web site’s launch. Once online, the web site was an extension of the invitations because it followed through on the themes of red carpet imagery and references to visitors being treated like a VIP. Customers should easily be able to recognize the company’s brand, whether it is print, online or some other form of media, Manning says. Don’t sacrifice creativity. Once the brand’s guidelines are established, creative choices must bring those attributes to life, Manning says. Don’t let the company’s brand become so dominating that there is no room for new thoughts and ideas. Brand should be the jumping-off point for interesting ideas, not the place where every new idea dead-ends. Fitch stresses that a sense of fun and whimsy will only enhance the likelihood that people will take an interest in the web site. Don’t communicate brand at the expense of delivering. While a web site can be a significant tool for building brand awareness, clarity and functionality are paramount. â€Å"Just be careful not to let the communication about your brand get in the way of delivering your message,† Manning says. People should be able to understand how to navigate the site without knowing a thing about the company’s catch phrases. â€Å"You can’t frustrate and annoy people into liking your brand (Houston, 1992), Listen to the customers: They determine a brand’s true value. Pay attention to customer feedback about the site because, ultimately, it’s the customers’ opinion that counts. When it comes to building a brand, a company can incorporate everything from signature colors to catch phrases, but at the end of the day, it’s the consumer who decides what a brand is really worth. â€Å"It’s not what you say [about] yourself, it’s what others say of you, How do consumers make decisions? This question is at the core of much of marketing examination over the past 60 or 70 years. As marketers manipulate the various principles of marketing, so do the consumers they seek to reach-choosing which products and services to buy, and which not to buy, choosing which brands to use, and which brands to ignore. The focus of this paper is to examine the major decision-making mo dels, strategies, and theories that underlie the decision processes used by consumers and to provide some clarity for marketing executives attempting to find the right mix of variables for their products and services. Three Decision-Making Models Early economists, led by Nicholas Bernoulli, John von Neumann, and Oskar Morgenstern, puzzled over this question. Beginning about 300 years ago, Bernoulli developed the first formal explanation of consumer decision making. It was later extended by von Neumann and Morgenstern and called the Utility Theory. This theory proposed that consumers make decisions based on the expected outcomes of their decisions. In this model consumers were viewed as rational actors who were able to estimate the probabilistic outcomes of uncertain decisions and select the outcome which maximized their well-being. However, as one might expect, consumers are typically not completely rational, or consistent, or even aware of the various elements that enter into their decision making. In addition, though consumers are good at estimating relative frequencies of events, they typically have difficulty translating these frequencies into probabilities. This Utility model, even though it had been viewed as the domina nt decision-making paradigm, had serious shortcomings that could not be explained by the model. (Herbert S, 1950) proposed an alternative, simpler model. This model was called Satisficing, in which consumers got approximately where they wanted to go and then stopped the decision-making process. An example of this would be in the search for a new apartment. Under the Utility theory, consumers would evaluate every apartment in a market, form a linear equation based on all the pertinent variables, and then select the apartment that had the highest overall utility score. With Satisficing, however, consumers might just evaluate apartments within a certain distance to their desired location, stopping when they found one that was â€Å"good enough.† This theory, though robust enough to encompass many of the shortcomings of Utility Theory, still left significant room for improvement in the area of prediction. After all, if a marketing executive can’t predict consumer behavior, then what use is a decision-making paradigm? Simon and others have extended this area in the investigation of the field of bounded rationality. Following Simon, additional efforts were made to develop better understandings of consumer decision making, extending beyond the mathematical optimization of Utility Theory and the somewhat unsatisfying Satisficing Theory. In the late 1970s, two leading psychologists, Daniel. K and Amos. T, developed Prospect Theory, which expanded upon both Utility Theory and Satisficing Theory to develop a new theory that encompassed the best aspects of each, while solving many of the problems that each presented. Two major elements that were added by Kahneman and Tversky were the concepts of value (replacing the utility found in Utility Theory) and endowment, in which an item is more precious if one owns it than if someone else, owns it. Value provided a reference point and evaluated both gains and losses from that reference point. Additionally, gains and losses have a marginally decreasing increase from the reference point. For example, there is a much greater value for the first incremental gain from the reference point than for subsequent gains.