Essay on Mark Twain a+ Grade Essay

Few people across america have not more than once come across the name of Mark Twain, a name spoken throughout the country for the 100 years since his death. Mark Twain is the best example of a great american author, foremost for his book The Adventures of Tom Sawyer. Few people past the sixth grade have not at least heard of Tom sawyer and Huckleberry Finn, Proving the impact this piece has had on America. Life wasn’t always peachy for Mark Twain though, Born Samuel Langhorne Clemens, Twain went through a cacophony of hardships on his way to fame. His father died when he was only eleven, and he was sent off to apprentice for a printer named Ament. He later got a job as a journalist which got him on his way to becoming an esteemed writer. Life after fame however brought more heartbreak than good with the death of his wife and later his wife. He took much pleasure in his four-legged friends however, and is well know as an avid cat lover. Twain is most well known for his piece The Adventures of Tom Sawyer. It is an american classic, portraying young Tom sawyer and his friend Huck Finn in an adventure, ending in the capture of Injun Joe, a man who murdered the doctor and who had a cave full of treasures. Mark Twain pulls the reader in whilst keeping attention with chapters teeming with action, adventure, suspense and romance. The Adventures of Tom Sawyer was followed by The Adventures of Huckleberry Finn, an exciting sequel that received just as much if not more praises from readers across america. Some may wonder what possessed Mark Twain as to why he became a writer, when the answer is quite clear. Upon his father’s death in 1846, Young Samuel Clemens was sent off to apprentice for a printer named Ament, in exchange for board and clothing. He then became a typesetter, setting the print for various newspapers in his hometown.He did that for another four years before writing small articles for his brother Orion’s small newspaper. Clemens moved to Nevada and worked as a miner in Virginia City before finding work at the local paper, The Territorial Enterprise, where he first used his pen name. â€Å"Mark Twain† was taken from the steamboat man’s measuring cry that signaled water was deep enough for safe passage. Life after Fame was both sweet and sour for Mark Twain at this point. Though he rarely ever invited visitors into his home, Mark Twain truly enjoyed the company of his cats. It was even noted in an ad from Royal Crown Cola in the 1940’s about Twain’s disposition and his love for his cats. It is stated that he lived with up to nineteen at one time. In 1905 one of Mark Twain’s cats, a big gorgeous black cat named Bambino, ran away and Twain was devastated. He offered a reward seeking the return of his cat. The cat was found by Twain’s secretary. Sadly, Twain’s last years were marked with depression, brought on by the death of a daughter, his wife and close friends. He began his autobiography in 1906, and it is unsure when it was actually finished after its recent discovery. He died of a heart attack on April 21, 1910, in Redding, Connecticut, where he was buried on his wife’s family plot. It is indisputable the impact Mark Twain’s writing has had on society as a whole, his name scattered across america and known by millions. His two most popular books, The Adventures of Tom Sawyer was and The Adventures of Huckleberry Finn have gone down in history as priceless american classics, and continue to be treasured more than one-hundred years after their creation.Fame and fortune was bittersweet for him however, and though he took much pride and joy in his esteemed feline friends, he went through a period of extreme loss shortly before his own death. It is a well known fact, that Mark Twain has left his mark on American History, and will be remembered for centuries to come.

Arts of the contact zone Essay

In â€Å"†Arts of the Contact Zone† Pratt gets the point across that cultures should recognize the â€Å"contact zone.† By giving examples like Poma’s writing and a homework assignment that her son had, Pratt defines the contact zone as the â€Å"meeting of cultures with asymmetric power.† (p 487) The word â€Å"cultures† refers to every type of group in my eyes, groups such as sports teams and even classrooms. A classroom can be defined as a contact zone because the Teacher and the students are the two cultures, while the power is tilted toward the teachers favor. Pratt shows one of her son’s assignments where he answered the teacher’s questions in the same sequence that they were asked, resulting in little to no freedom to students. I could relate to this because assignments my teachers have given to me are very similar. As school progressed and classes started getting harder, the classroom setting shifted from a â€Å"contact zone† to a â€Å"community.† This allows students like me to have more freedom and creativity in there assignments. Throughout the text I would define â€Å"culture† as any group of people. Before rereading the story I was able to apply culture to most parts of my life. After rereading the story with a different perspective of culture, I make it out as a more global term. Rather than thinking of individual’s lives, I thought more about civilizations. I found that along with the change of perspective comes a whole new output of the text. This is why it is important to reread the text because without doing so it would be challenging to find the meanings of all the words used. If we changed any of the meanings or views of them, it dramatically changes the points the story is trying to get across and the way the story flows.

Auditing and Assurance for Intermediate Accounting - MyAssignmenthelp

Auditors play an important role in ensuring that the Australian investors must be confident about their decisions for the investments. The high quality of the audit is being undertaken by the help of the quality audits that supports the quality of the financial reports and also enables the investors to investors. The construction of the work can be easily made by depicting the concerns which are contributed to the likelihood of the auditor (Horngren, 2014). Therefore the objectives can be easily outlined as per the Australian Auditing model and also the Auditing standards are also followed. The accountants and auditors are having a wide opportunity in the market as the companies have to prepare the financial report with the help of accountants and auditors. The Accounting rules and standards require that the companies have to appoint external auditors to determine and evaluate the fair value of the company. The stakeholders of the companies demand better tracking of the financial health of the company. The changes in the accounting rules, regulations and laws require help from the accountants and auditors by the companies (Weirich, Pearson, & Churyk, 2014). It has become very important for the organizations to present the financial report in an appropriate manner in front of the stakeholders. It has changed the accounting processes of many organizations, and they are depended on the accountants and auditors to prepare the financial statements. The opportunities can be easily explained in the form of the remaining auditing process which is being used for showing the unch anging of the decades that also enables them to have the appropriate test. This simply defines the categories of the auditing liaisons which is being used for the usage of the evolving technology. This simply undertakes the appropriate and actual verification of the payments that is being used for recording the information. The auditing profession in Australia operates under the co-regulatory regimes. The largest professional bodies: CPA Australia, the National Institute of Accountants and Institute of Chartered Accountants in Australia have in place codes of ethics and rules that governs the professional conduct of their members. ASIC provides direction for the registration of the auditors. Thus, the auditors have the wide scope to enter into the auditing profession. Any individual who wants to become an auditor is required to make the application for the registration to ASIC (Stice, & Stice, 2014). The individual should satisfy the requirements for the registration as an auditor which includes experience and educational requirement as per the ASIC. The individual should be capable of carrying out his/her auditing duties. ASIC have powers to determine and evaluate breaches of the rules and regulations by the auditors. Membership of the professional accounting body is considered as the legal requirement for becoming an auditor. The subparagraph 1280 (2)(a)(i) of Corporations Act states that members of CPAA or ICAA should satisfy the educational qualification requirements in order to be registered as an auditor. Most of the auditors are the members of one of the bodies. The professional bodies provide wide opportunity to the auditors in order to carry their auditing practices in an appropriate manner (Bodnar, & Hopwood, 2013). The accounting standards changes their rules, laws and standards which need to be followed by the organizations. The organizations have to appoint the accountants and auditors in order to prepare their financial statements as per the accounting standards. The Auditing and Assurance Standards Boards publishes and develops the auditing standards that are similar in framework to the accounting standards that are issued by the AAASB. The CPAA and ICAA have developed the joint code of the professional conduct as the ethical code (Ricchiute, 2006). The audit firms have to carry out their accounting process in an ethical manner which means fair representation of the financial statements. The audit firms also provide wide opportunity to the auditors to continue their auditing profession.   The audit firms have also provided with opportunity under the Australian Auditing Model.     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The overall explanation is seemed to be revolving around the opportunities, and the challenges that are faced by the Auditing profession are discussed in this case with the help of the Australian Auditing Model. The use of the artificial intelligence system is also explained in this case which is showing the appropriate applications in the field of accounting and auditing. The preparation of financial statements in an appropriate manner is very much important for the organizations.   Bodnar, G., & Hopwood, W. (2013).  Accounting information systems. Boston: Prentice Hall. Horngren, C. (2014).  Accounting. Toronto: Pearson Canada. Parker, L., Guthrie, J., & Milne, M. (2008).  Accounting, auditing & accountability journal. [Bradford, England]: Emerald. Ricchiute, D. (2006).  Auditing. Mason, Ohio: South-Western/Thomson Learning. Stice, J., & Stice, E. (2014).  Intermediate accounting. Mason: South-Western/Cengage Learning. Weirich, T., Pearson, T., & Churyk, N. (2014).  Accounting & auditing research. Hoboken, NJ: Wiley.

Environmental Fluid Mechanics Essay Example | Topics and Well Written Essays - 2000 words

Environmental Fluid Mechanics - Essay Example Underground streams, in caves are considered open channels as long as they have free surfaces. Natural channels are usually irregular in cross section and alignment and in character and roughness of stream bed. Streams with erodible material may frequently or continuously shift their location and cross-section. Such irregularities and changes in natural streams introduce engineering problems, for example, in navigation and flood control, which treats only of flow in fixed channels of uniform roughness. Artificial channels are those that are built for various purposes. In water power development, water is brought from streams or reservoirs to head works above water plants. In irrigation, water is brought from streams or reservoirs to storage ponds or tanks or directly to lands to be irrigated. In the city water supply, water is brought from streams or storage reservoirs to ponds supplying city distribution systems. Sewerage, city sewerage, although usually covered conduits or pipes, o rdinarily are designed as open channels because they are not supposed to flow but to have a free surface under atmospheric pressure. In drainage, low-lying, swampy, or waterlogged lands are frequently made productive by draining them through open ditches or by laying and covering pipe which may or may not flow full. In flood control, protection of cities or valuable lands from floods often requires improving a natural channel by straightening, cleaning, or paving to increase its capacity, or buy building additional flood channels on new locations. Design of the open channel: From the topographic map that was taken from the Data Library, University of Edinburgh, the first thing to be done is to modify further the topographic map. The designation of elavations to 1(one) meter interval to get the precise elevation of the pathway of the proposed design of the open channel is important. From the modified topographic map, we are now able to pinpoint the exact location or track of the open channel. From the elevation of Esthwaite water which is 65 meters, it will flow down to an elevation of 39 meters which is the elevation of Windermere Lake. The analysis of the critical points of the channel is very necessary because it will determine the design of the open channel to be constructed. The length of the open channel is approximately 3.25 kilometers from Esthwaite Water to WindermereLake. Assign point 0+000 at the mouth of the channel which is at southern most tip of Esthwaite Water. Hence, cross-section of the open channel track at a 100 meters interval must b e plotted in order to make the specific design or the slope and elevation at that particular place or station. Aside from the plotting of the 100 meter interval of the proposed track, critical points must also be noted and, cross sectional drawings must be done. This is to make sure that the design of the open channel is efficient, and that the estimate to be done in the construction is factual. But as we can see from the open channel layout map, the elevation from the southern tip of Estwaite Water which is station 0+000 to station 2+000 is constant. But at station 0+030, the channel will have to cross a road. The road elevation is at approximately 67 meters as shown in the map, therefore the channel

Real estate law Term Paper Example | Topics and Well Written Essays - 2000 words

Real estate law - Term Paper Example In understanding the nature of commercial, as well as private real estate, it would first be imperative to understand what would constitute as a definition for the central factor in this case. As the real estate market would continue to see an onslaught of cases, involving the concerns of average consumers as to their ability to hold onto their properties at whatever cost, it would cause for a further examination of the laws presently in place for real estate at a level concerning homeownership and the steps that homeowners must take to save their homes and what they may face, both in their favor and what also may be against them as they seek to keep their dwellings. According to the dictionary accessed through law.com, the definition for real estate would be as follows, â€Å"land, improvements and buildings thereon, including attached items and growing things. It is virtually the same as "real property," except real property includes interests which are not physical such as a right to acquire the property in the future,† (â€Å"real estate†, p. 1). In observing the nature of real estate, such as how it would be connected, if anything, to the notion of real property, it would be assessed that, in terms of real estate, it would be all encompassing of various things that, with their given purposes, would require written laws to be available that would act as the governing body. In terms of its definition, commercial real estate law is defined as being a law that, â€Å"...governs real property -- immovable property like land, buildings and fixtures -- that is operated for profit. Commercial real estate includes any income generating property such as offices, shopping malls, restaurants, industrial parks, retail stores, and factories. Commercial real estate transactions are regulated by both federal and state laws. Although commercial real estate investment can be very profitable, there is always

Reem Al Faisals Dilemma Case Study Example | Topics and Well Written Essays - 750 words

Reem Al Faisals Dilemma - Case Study Example Reem experienced righteous anger at this humiliation of another, recognizing the injustice; she could have followed her instincts and beliefs and acted to help the young woman, while upholding her own faith and morals. It was clear that the younger woman held a subservient position, yet that did not mean she deserved to be humiliated or treated as less than a person. It was not mere politeness to recognize and respond to another human being and their needs, but a moral obligation to treat them equally. This idea is not only a tenet of Islam, but of many world religions, like Christianity and Buddhism, to name but two. The basic principle of 'do no harm' was violated by the older woman, whose behavior was immoral. Further moral standards include the idea of giving to those who have less than ourselves, to be charitable, and in this case, the differences were obvious; the young woman was poor in comparison to her 'mistress'. In being deprived of courtesy and respect, she was treated as a non person, and in being offered nothing to eat or drink, this status was reinforced. She had no power, nor was her existence considered to have any value. The older woman defined herself by her power and contempt for another human being. She appeared to lack any charitable instincts and instead, set herself above another person in a way that denied that person's human rights. The fee The feelings of the young woman were not explicitly expressed, but Al Faisal recognized them, putting herself in that person's place. She empathized with her, thinking how she herself would feel, watching others eat and drink, while she was singled out as unworthy of such consideration. The happy experience of sharing food and being involved in human interaction was unfairly denied that young woman, for no logical or just reason. While these aspects were taken into account, alongside shyness, politeness, fear of making a fuss, many thoughts and emotions were passing through the onlooker's mind. She was shocked by the lack of basic humanity, and had feelings of shame and "self-contempt" for not having the courage to put right a wrong. More importantly, the realization that to have done nothing was to abandon Islamic belief caused her pain. As she stated: "..if people do not stop an injustice when they see it committed, then God's anger will descend upon them." Reem was angry, not only with the cruel older woman, but with herself for doing nothing. Her anger was righteous, justified, supported by morality, humanity and religious belief. She should have used it to take a stand on behalf of another. On the other hand, the possibility existed that the situation was not quite as it seemed. The full circumstances of the women's relationship were not known; the onlookers could only assume from what they observed, judging by outward appearances. Making assumptions based on what we think is happening can be dangerous. In polite society, it is not acceptable to force one's possibly mistaken views on others. The young woman did not attempt to ask for food or drink, she could have already eaten. She was quiet, but interested in what was going on around her, looking about the place. By transferring one's own feelings and imagination onto the situation, the truth could have been overlooked; perhaps the observer was jumping to the wrong conclusion It is always better to make an informed decision,

Assignment2 Research Paper Example | Topics and Well Written Essays - 1500 words

Assignment2 - Research Paper Example Most importantly, there are popular people in the world who get a lot of attention thus the whole society as a whole seeks to follow and fodder for their information. The term media in the simplest and most basic sense refers to the avenue where information is shared or passed from one source to the recipient. In the recent past, there have been changes, modifications, advancements and improvements in the fields and sectors of technology therefore the definition of media has changed. Accordingly, there has been the concept and notion of social media which encompasses avenues such as you tube, Facebook, Twitter, Instagram where information is passed and shared uncensored and an unedited. This paper will thus look at the extent to which the media inclusive of the social media could influence the behavior of the teenage girls (Martin & Bush, 2000). In principle, this article and text will discuss and look into the exact ways in which the media affects behaviors of girls. In form of a hypothesis, this paper will explore how the media affects dress codes and fashion patterns or inclinations of teenage girls. Fashion also encompasses and covers the way in which a celebrity or a popular person poses to represent themselves and the background identity as a whole. A practical case and instance is the way Britney Spears did pose in magazines in 1999, the implication it had on the teen girls and what that instance or posing could influence and impact the behavior of girls. Tentatively, this research paper will be exploratory in nature, stemming from the fact that it does not have any static hypothesis which would be sought to be confirmed or disapproved. In principle, the research paper will be free-flowing and self-guiding, therefore the conclusion that would be made would be informed by facts and figures obtained in the course of the research paper. Given the nature of this research and study it would be proper to obtain first-hand information from the

Crime in Context (SC2032C) Essay Example | Topics and Well Written Essays - 2000 words

Crime in Context (SC2032C) - Essay Example What is interesting about this form of crime is that, due to its sheer effects and implications on many other fields of studies, it is no longer viewed just as a part of criminology, or not even just as sociology, but is also involved in other fields like economic, anthropology, law political science and history (Klaus von Lampe 2006). Suffice it to say that it has become a discipline itself, and is studied as a separate and special field of study, having its own literature and figures for study and analysis. Academic sources are drawn from all sorts of fields, and likewise, it has influenced many areas of national and international interaction, especially with the advancement in modern technology (Fiorentini, G & Peltzman, S. 1995). This paper aims at laying down a foundation to the study of organised crime, touching upon its many definitions and theories, its types and their effects on modern as well as historic human societies, and methods and procedures to regulate and control the spread and effects of operations that have been established as organised crime. Definitions: during the study of crime over the past ... The term organised crime was first coined by the Chicago Crime Commission in 1919 (Concept and Theory of Organised Crime in the USA 1999). Since then, this type of crime has taken up different forms and methodologies, depending upon the time in history, the places and cultures associated with it, and the effects it has as a result of the criminal activities of its doers. There is no one crime type that can be labeled as organised crime (Donald R. 1972). However, whatever the scenario, there are certain basic underlying characteristics that are true to all its forms. Broadly speaking, organised crime can be defined as the activities and operations undertaken by a group of criminals who have a hierarchically structured party, monetary acquisitions and funding, and political influences and backup to support their varied interests, involving a rampant use of violence to protect those interests (Wikipedia 2007). In short, as defined by the US Organised Crime Control Act of 1970, organized crime is "The unlawful activities of ... a highly organised, disciplined association...". Studying the various definitions of organised crime is in effect studying the different natures and perspectives in which this type of crime occurs, because each incident in itself has the potential to mold how organised crime is viewed and how it can be controlled. Different sources, according to the kind of facts and figures and data they have collected during their study, put forward different aspects of the crime. One form of the crime could be for supplying

Critically appraise the contribution of Le Grand's knights, knaves, Essay - 1

Critically appraise the contribution of Le Grand's knights, knaves, pawns and queens framework to our understanding of r - Essay Example Those who were offered these services (and who were beneficiaries of welfare) became known as pawns, primarily because they were seen as passive participants in the whole process. They did not actively influence any happenings, and instead sat and waited for the knights to do everything for them. With time, however, (Le Grand mentions the period after 1979) this scenario changed after pawns realized that there were some knights who were not really knights at all (Le Grand 1995, pg. 151). They were more focused on their self-interests than the benefit of pawns, and, therefore, morphed into knaves. In addition to this, there was little that was knightly about paying taxes and supporting the less fortunate in the society. On the other hand, pawns came to be viewed as â€Å"queens†; they were supposed to be treated better, since in any market consumers are usually kings. In this paper, I will discuss and dissect Le Grand’s concept and weigh it against arguments which have b een against it by the likes of Welshman and others. I will also explore the influence that Le Grand’s framework has had on relationships between public authorities and organizations which provide public services paid for under contract or by vouchers. Key words: Knights, knaves, pawns, queens, Le Grand, Welshman. Analysis Welshman presented an argument that fell a little short of being labeled as an attack on Le Grand’s ideas. He (Welshman) argued that the concept of a cycle of deprivation (or transmitted deprivation) provided sufficient foundation for a demolition job on the knights, knave, pawns and queens notion. In his article, he presented important researches by Joseph, Coffield and others that supported his propositions. In truth, the whole point of Welshman’s argument was a firm grounding in the ability to provide viable alternate arguments against Le Grand’s ideas. For example, using Coffield’s research, a new concept of web deprivation wa s coined as a replacement for cycle of deprivation (Coffield, Robinson & Sarsby 1980, pg. 48). In essence, Welshman used the loopholes he identified in Le Grand’s arguments to develop an entirely new concept. A closer look at his article also reveals that he viewed Le Grand’s definition of people under welfare was too shallow and simplistic (although Le Grand had also suggested this in his proposition) (Welshman 2007, pg. 95) It is important to note that the knights, knaves, pawns and queens framework borrowed heavily from theories about public management (or organization studies, or political science, or indeed social science quite generally). In a traditional sense, public management was seen as more of calling than just a normal activity with the exception of being directly involved in public affairs. In the past, public servants were held in very high regard, and this is because they were considered to be custodians and trustees of public interests. This thought wa s supported by a reliance on the scholarly approaches to organizational studies, social science and political science. Over the years, this traditional perspective has been overtaken by other feasible approaches that have proved to be more than just alternatives (Berthoud 1976, pg. 103). These new approaches have supplanted the

Miss Representation Essay Example | Topics and Well Written Essays - 1000 words

Miss Representation - Essay Example In addition to this, only 16% are writers, directors, producers, cinematographers and editors. Patriarchy has played a big role about women representation. This paper is going to analyze the power of the media. The paper further analyzes the effects of the negative identity created by the media on the female fraternity hence affecting their roles in the society. The media has been used to portray a negative effect about women and this has further influenced their roles and positions in the world. This is because you can’t be what you can’t see. ‘The media is the message and the messenger’ these were the opening remarks in this documentary by Pat Mitchell who is the president and CEO of Paley Center for Media. The author of The Macho Paradox Jackson Katz argues that people learn a lot from the media that in any other source. On the other hand Jim Steyer the CEO of Common sense Media argues that the media is delivering the content that is shaping our society. Even though women make 51% of the total US population the number that makes it to elite positions in the US is very minimal. The media is to blame for this. The media makes and delivers the news and for this reason most of the things we watch and see is as a result of the trends liked by the media. The media has portrayed the males as dominant over the females. Patriarchy is evident and the female identity has been blurred. Nude pictures are used all over as a way of attraction. The director of this film reveals that despite the 51% female population only 1 7 comprises the congress. To prove that patriarchy is evident the first woman made it in the congress during the 2010 mid-term elections since 1979. Most of the youths are spending most of their times in the media especially through the social sites and they learn a lot from the media which shapes their lives. More especially, the girls are getting the message from a tender age just by watching

Office Visit Essay Example for Free

Office Visit Essay DHL is known for its reputation and service throughout the world. Major online vendors like Amazon. com and Barnes Nobles as well as several other industries employ DHL speed post service to deliver their items and couriers to their clients. It has been an immense pleasure to visit one of their branch offices and the layout of their work as well as their office has certainly been impressive. As time becomes more and more precious in the world of today, people are willing to invest into time-saving services. DHL has undoubtedly been one of them. Several industries involved in marketing and sales on a global basis employ their services due to the reputation it holds in the industry. From receiving express packages and couriers to sending express packages and couriers, DHL has been well-known for its reputation in the express mail and courier facility and its reliability for quality service. Though its major task has most commonly been linked with the express mail task, the DHL industry spreads itself into various other industrial sectors as well such as audio visual and telecommunications, electronics telecom, enterprise computer systems, fashion and fashion solutions, global automotive solutions, pharma/healthcare and semiconductors. DHL presents an amazing work history. Founded by Adrian Dalsey, Larry Hillbolm and Robert Lynn from their last names (DHL), DHL was established in the year 1969 via first express route that started from San Francisco to Honolulu, the success of DHL didn’t just stop there. Serving as a foundation for innovative ideas, DHL was the first in its industry to provide documentation prior to the arrival of the cargoes that rushed the route of importing of goods. Due to its reliable express service, it began to gain its recognition in the industry and this also initiated to expand its routes from Hawaii and Far East to as far as the Middle East. By 1988, DHL could be found in more than 170 countries and employing more than 16,000 employees in its firm. DHL offers a lucrative career for those involved in the sales and marketing field. The career options are many, including part-time as well as freelance. While the current estimate of the number of people hired is difficult; as of 2005 statistics, DHL had employed more than 110,000 employees in more than 200 countries (DHL, 2007). In the current office visit, there were around 50 employees assisting in the tasks involved in delivery and customer service, the head of whom. It mainly dealt with dealing calls from customers and answering several queries with respect to the orders placed by their company. The office layout is impressive. Designed into several cubicles, this structure ensured proper space for each employee to work in giving them their privacy (Martin, 2001). However, there are a few disadvantages linked with such kind of architecture. I’d prefer the DHL team to work without walls. The recent article on office cubicles and the joy of employees related to the demise of the cubicles is a proof enough to show that though cubicles grants privacy, it is not the best structure for offices to work effectively (Lotozo, 2006) In cubicles, we have walls separating one employee from another thereby giving privacy but in today’s management, the best way to work is to work in teams. This requires the employees to work together and of course, without the presence of walls. As Marilyn S. Burroughs in her article entitled, â€Å"Work spaces that work: designing high performance offices† states, â€Å"The future will see more teams that function as amoebae expanding and contracting, blurring both the center and the boundaries. Teams will be disposable, sometimes lasting only several hours; theyll be wholly elastic, coming in all sizes, and people will slip in and out of them instantly. And office designs will accommodate these ever changing teams: Flexibility, spontaneity, and the need to be fluid applies to the physical environment as well as to work processes†¦ The growth of teams is helping to eliminate functional silos and to flatten organizations because teams require faster, clearer, more direct, and more spontaneous communication. Teaming requires a less-structured atmosphere, one that is much more informal, participatory, and flexible† (Burroughs, 1996). The other section of the DHL department contained the packages that were delivered by trucks to the office (the office visited was one of the DHL branch present in my city) and the packages were neatly arranged according to their localities in the storage room. Each package was handled carefully by each employee as they are responsible for the proper delivery of the package and any harm to the courier package would mean refunds from the customer from the firm responsible for the courier. The type of workload that DHL handles varies from customer service (attending calls, queries and even e-mailing that involves the use of computers) to handling courier packages. An attendant is always ready at hand to answer any queries for visitors and the work space ensures that the customer is comfortable. Though the office is divided into cubicles, a comfortable space for the customers has been designed. The space has sofas and is moderately lit. The marketing strategies of DHL have been extremely successful in yielding business on a global basis and its success has been evident since its inception. As of recent, DHL won the contract from RE/Max network. It was a multimillion dollar agreement with the company that has a network from over 60 countries with 119,000 franchises. The company will now employ DHL services for express and international shipping (Business Wire, 2007). The winning of the multimillion contracts itself is a proof of its successful marketing and contract strategies. The business has been successful since the year of its inception. DHL, of recent, employs more than 300,000 employees throughout the world. The online tool that helps in the shipping tracking on an every-day basis has been extremely useful for many customers who wish to monitor their packages. Furthermore, the DHL merged with the Deutsche Post Euro Express (that is the leading postal provider in Germany and Europe) thereby giving DHL the access to an extensive reliable road network through Europe for business and private clients (Business Wire, 2006). Therefore, the kind of offices that DHL requires is the one that assists with the needs of the employees and the customers. Since there are many vendors and merchants who have partnered with DHL, an office specifically addressing the company inquiries plays a vital role. The future plans of the DHL are many, one of which has been stated by the Deutsche Post Euro Express is the employment of robots. Hermann Franck, the DHL master mind calls this as the â€Å"Cinderella feature† where he states, â€Å"Developers also plan to integrate RFID technology into the parcel robot. The idea is simple. With transponders placed on parcels and the robot being equipped with a reading device, the machine could identify the contents of the parcel during the gripping process. The robot would be able to pick through the parcels, just like Cinderella picking through the ashes to find the lentils, explains DHLs mastermind Hermann Franck. The idea is not to put the bad into the crop, as the fairytale goes, but to sort the parcels according to specific destination criteria, for instance† (Deutsche Post World Net, 2007). As DHL continues to expand itself in various areas, it comes with new ideas as well. The DHL Company has an innovation center that addresses the needs of customers and becoming their first choice as well. DHL has been continuously involved in evolving itself technologically and keeps itself in pace with the current events and machines that would facilitate in the development of the company in every way. The modern architecture of today plays a vital role in the successes of such companies. While the DHL office visit truly gave an insight into a company’s goals, aspirations and statuses, the business architecture is worth appraising. A business architecture, as stated by the BPM institute is, â€Å"comprehensive framework used to manage and align an organizations business processes, Information Technology (IT) software and hardware, local and wide area networks, people, operations and projects with the organizations overall strategy† (BPMinstitute. org, 2007). The DHL office is equipped with the latest tracking software with internet availability. The company has also been rigorous in performing regular checks on technology where it employs the latest to aid in the innovative express service that it offers to its customers. The business has been steadily growing and every year, it has marked a progress by improving its technology on a yearly basis. Today, the trend of information architecture plays a vital role in the businesses and thus, the successes of the businesses mainly rely on what kind of information architecture has been or is being used by the business. As Judith Lamont in her article, â€Å"Setting the stage for success- information architecture earns performance kudos from customers† states, â€Å"Information architecture is the process of organizing and structuring information so that it is logical in design and presentation. It establishes categories and relationships among different pieces of information. It defines metadata schemes, navigation and search interfaces. Good architecture not only helps users find information, but also facilitates updating content by having clear rules for adding new information. And its effects show tip on the bottom line with surprising speed when users can get what they need in just a few clicks† (Lamont, 2003). The basic structure that DHL uses is the information architecture. However, it also implements the enterprise architectural strategy in order to expand its business further. Every business’s architecture plays a vital role in its success as it acts like a blue print for transformation and technology modernization. In the current office visit, I found that due to the high success rates, the employees are happy to serve their satisfied clients in every way they can. Therefore, they create a premise that works efficiently in creating a comfortable and good office environment for workers as well as customers. The DHL Company has been found to work with good working ethics and therefore, if there were any further improvements that could be suggested to this company, it could be on the basis of the enterprise architecture where it can satisfy the workers and the clients to a greater extent than it does today. The DHL incorporates seven cultures in its company where it believes that employing highly talented people in its office actually boosts the status of being a responsible global corporate. Furthermore, it strives to deliver excellent quality and fosters openness. The company also acknowledges its social responsibility as well as strives to act in an entrepreneurial manner. This makes the company look professional and therefore, is the key success to all its ventures. Since it abides by the seven corporate cultures identified, the employees abide by it acknowledging its essence in the industry. Regular training and rewards are given to employees who perform well in their work. The DHL Company also believes that it is through its seven corporate cultures that it poses a stiff competition for its competitors. The benefits of enterprise architecture have been proved efficient in the world of today. If DHL wants to pursue its interests and expansions further, it should acknowledge the essence of enterprise architecture and therefore, as R. Suter in his article entitled, â€Å"Securing strategic benefit from enterprise architecture† states, â€Å"Enterprise architecture enables the transformation of organizations into efficient users of capital, be it human/intellectual, organizational, or technical. It does so by identifying capability and resource requirements of the agency mission before resources are committed to development, thereby minimizing the risk of costly rework and schedule overruns; identifying reuse; and streamlining opportunities for technologies, processes, procedures, and information assets. During subsequent development, architecture also enables the management of out-of-scope changes which, however meritorious, would derail subsequent modernization efforts† (Suter, 2007). The proper framework of any organization helps in the building of a successful business and therefore, only a proper architecture that updates and aligns itself with the business policies of today can assure that the business can be successful. Management itself is considered a part of architecture that ensures that there is a continuous development. DHL’s business plans have been consistent and successes have been evident. The fact that it provides excellent client and customer service is the reason why many companies prefer to deal with DHL though some of its prices may seem high compared to its competitors. DHL maintains itself by sustaining its ties through its sustaining program where it helps sustain environment (which is a social responsibility), economic performance (by promoting sustainable economic development), people and communities (by providing employment opportunities) and many more. It helps in the continuous development of talents for its employees by offering employment training and development programs. Thus, an employee working with DHL is continuously updated and its corporate values help in maintaining a fair attitude towards its employees. The ethical understanding of the DHL Company is evident through its sustaining programs that highlight on equal opportunities and also promotes general health promotion campaigns followed by providing an ideal management program that rewards the efficient and hardworking employees (DHL International, 2007). Maintaining such a network has helped DHL to advance further and I believe the management style of DHL is absolutely efficient in delivering success to its members and thus, is well managed. As DHL further undergoes expansion, it is evident that there is a scope for further additions to its offices throughout the world and if any recommendation is to be offered, I believe it would be asking the DHL to comprehend the significance of software architecture in the world of today. Basically, it is just a blue print for constructing new products and therefore, as DHL aims to be innovative in its methods (thereby providing satisfactory service to its clients and customers); an expansion into the software architectural strategy would be a wonderful addition. The easy part about the software architecture would be that it wouldn’t require any installations but would products based on software architecture are installed. The role of software architectural strategy is to account for the entire development of the product that is normally done by various sectors such as building and configuring. Since several sectors of DHL deal with several aspects of technology, the software architectural strategy would provide a fundamental base for the development of new products with innovative ideas (Sanders, 1992). This is the IBM’s Distributed Data Management Architecture and is meant for distributed application a service which is similar to the one we encounter in DHL Company. This would only serve as an innovative step for the DHL to proceed further in order to satisfy the clients and customers it sustains in its database.

Burger King HR Essay Example for Free

Burger King HR Essay Burger King is a Fast food restaurant first opened on December 4th 1945 in Miami, Florida by two gentlemen James McLamore and David Edgerton. However the first Burger King was not known as we know it today as it was firstly launched as Insta Burger King. Although it started off as a simple fast food service it is now a large international chain of fast food restaurants. To this day there are now more than 11,200 restaurants in 91 countries worldwide. Up until 1989 Burger Kings biggest competition was Wimpy until they were bought out by the largely growing Burger King. At present, Burger King is a major franchise across the world, also owning over two hundred Hungry Jacks restaurants across Australia. With over fifty years of experience Burger has vastly grown in the Fast food Industry and dominates a large market share along with other Fast Food restaurants such as McDonalds and KFC. Roles and Responsibilities In this section I am going to explore the different roles and responsibilities of the different positions available in Burger King. Roles and Responsibilities of a Manager A manager runs the business on a day-to-day basis and is responsible for specific tasks such as organising resources for the business. A Burger King Manager ensures Burger King runs smoothly and that employees are working well through monitoring their work and motivation. There are five key business areas that Burger King believe their managers need to focus on in order for their restaurants to be run efficiently and achieve high standards. These are: * Operations: Delivering top quality products and restaurant cleanliness * Financial Control: Maximising profits, controlling cash * People Management: Driving results through people; providing development training * Sales Building: Maximising sales at every opportunity * Customer Service: Delivering the Customer Promise 1 Burger King looks for people with passion for their work. Some of the key things Burger King looks for in their managers are: * Outstanding customer service * Great communication skills * Energy, enthusiasm and a hands-on approach * Ability to thrive in a team build working relationships * Responsible flexible 2 * The ability to problem solve Roles and Responsibilities of a Supervisor A supervisor has the power to give instructions, administer disciplinaries and is responsible for the work and conduct of other employees For Burger King supervisors this ensures employees are monitored and that Burger King runs smoothly. A supervisor is usually the first step away from management and can be promoted to management easily. However a supervisor does not have the authority to hire fire employees or the authority over budget. The role of supervisors at Burger King is to promote excellent customer service and that all brand standards are reached. They have to have the ability to motivate their workers and encourage team work especially at busy times throughout the day. Also a Burger King supervisor would need to carry out the instructions of managers and ensure that employees are working well and completing all tasks to the highest standards but in the quickest time possible. When talking to a Burger King employee he spoke about the five minute rule. This means that all food order had to be done in the period of five minutes otherwise a refund could be requested. This benefits burger king as it keeps the waiting time down to a minimum of 5 minutes and keeps the customers flowing in and out of the restaurants. Supervisors need to ensure that this rule is being met through motivation of workers so that profits are not lost. Roles and Responsibilities of an Employee An employee tends to complete the main day-to-day tasks of a business. Employees can either be working full time or part time. Full time workers usually work more than 40 hours a week and get certain benefits such as health insurance and a higher wage. Part time workers usually work less than 40 hours a week and get paid less than that of full time workers. Many people who work part time tend to do other activities during the week such as other jobs or higher education. Whether being a full time or part time employee both should receive the same benefits such as receiving same pay per hour and health plan. Burger King employees tend to do a variety of tasks such as serving customers, working in the kitchens and operating the tills. Employees of Burger King who operate the tills and take orders need to ensure they present themselves in a respectable way and are friendly and helpful as they will be interacting with customers on a daily basis. This helps Burger King to uphold their well known brand and business for themselves as they need to ensure that it is portrayed in the right way. Qualities for Burger King For every position in Burger King there are qualities that you will need to suit it. In this section Im going to explore the different qualities needed for the positions at Burger King. Qualities needed for a Manager To be a successful manager at Burger King you need to ensure that you are adaptable in all situations and have initiative needed to deal with tricky situations. Burger King looks for managers who have good communication skills and customer relations as they will be working with customers daily. Managers need to make sure that employees are enthusiastic and have energy as theyll be dealing with main aspects of the fast food restaurant such as cleanliness and the production of top quality products. Qualities needed for a Supervisor Burger King looks for commitment and responsibility in their supervisors. This is because they need to be there to supervise their employees to ensure that they are working well. Also make sure that all resources are available so that employees have the materials they need in order to work. Also a supervisor needs the confidence to be the voice of the employees and voice any worries to the manager so that customers do not bombard Burger King. Also, they need to be respectful and courteous when handling situations and motivating the employees as if not they will not be providing a good role model. Qualities needed for an Employee An employee needs to have a number of qualities in order to succeed at working at Burger King. Some of these qualities consist of: * Common Sense * Urgency * Flexibility * Customer Focus * Respect for others * Teamwork * Honesty * Pride in performance3 Employees will be either working with customers or in the kitchen. They need to ensure that their service is fast but of the best quality to withhold the Burger King fast food name. Employees on the tills have to make sure that they are friendly even when dealing with tricky customers and learn to be patient. Staff in the kitchens needs to be hygienic and be able to work under pressure when complying with the five minute rule. Qualifications needed for Burger King In this section I am going to explain the qualifications needed to fulfil the different job positions available for Burger King. Qualifications for an Employee For a new employee applying for a job at a Burger King fast food restaurant there is not any specific qualifications needed. As there is no true skill to being a till operative or part of their kitchen staff, Burger King focus more on the qualities and personalities of their employees, rather than what qualifications they may or may not have. I dont think it is essential for Burger King to have highly qualified till operatives and kitchen staff, as before they begin working in their specific area, they undergo extensive training. This training will teach all new employees how to get the most from their job and also how best to represent Burger King. Qualifications for a Supervisor For a Supervisor there are also no specific qualifications needed to carry out this position. However, Burger King does look for someone with previous experience of supervising a team. In the hierarchy of jobs in Burger King we can see that supervisors are only just above employees. This means that is only a small step to be promoted from an employee to a supervisor, or which their skills would already be from working in Burger King previously. I believe that Burger King should look for at least five A-C grades at GCSE level when recruiting a supervisor, as this shows that not only are the candidates good in these specific areas, but also have the drive to succeed and achieve highly. Burger King needs to have an enthusiastic supervisor who would be able to motivate a team to work well, not just someone looking for higher pay than a lower employee in the hierarchy. Qualifications for a Manager Like the employee and supervisor roles, managers also are not required to have any specific qualifications. However, similar to the supervisor position Burger King looks for previous experience of managerial work. This is essential as they need someone who would be able to deal with tricky customers and also a leader to motivate their team. Without experience, candidates may not be able to cope under pressure or realise the initiative theyd need to use in complicated areas. I think that it is essential for a manager to withhold at least five A-C grade GCSEs as it shows dedication and enthusiasm for their work. It may also benefit Burger King to advertise for people with a specific qualification in a managerial subject, such as Business Studies. This could only improve the running of the largely expanding fast food chain, as with more knowledge on businesses, more improvements can be made. Training Employee training is a necessity as it is a way in which your skills can be developed and motivation to be increased. Training relates to employees gaining specific skills and abilities to perform well in their jobs. Training at Burger King can vary depending on the position that is being fulfilled. For each member of the management team the fast food restaurant expect a minimum of 12 weeks on-job and off-job training. The usual on the job training programme for a manager during this period is shown below: Weeks 1-3 * Gaining Product Knowledge * Leaning the job of a crew member * Counter Service * How to make a whopper * Equipment Knowledge * Supervisory Skills Weeks 4-5 * Basic Food Hygiene * Supervisory Skills Course * Supervisor Evaluation (observation on the job) Weeks 6-8 * Shift Control Skills * Loss Control * Shadowing Manager * Daily Administration * People Management Week 9 * Food Safety and Product Quality * Basic Management Training Course * Roles and Responsibilities * Team Work * Customer Service Weeks 10-12 * Shift Running (Under Supervision) * Feedback on management Skills All employees who undergo training at Burger King are not charged however they are expected to fund for the normal living expenses such as commuting and accommodation costs. For new employees such as till staff and kitchen staff Burger King has a Right Track Training Programme to ensure they have the best start to Burger King. This training programme is a comprehensive induction and training programme covering everything from Health Safety and Food safety through to working in the dining area, front counter or kitchen and how to make each product. Through providing an induction to all new staff it allows new staff to see how theyll be working, where theyll be working and who their fellow employees are. Also how things are done to help them fit in. Burger King believes that all their employees will learn what they need to know by shadowing which is when they work alongside others as well as using their new interactive DVD Programmes. It would be beneficial for Burger King to carry out an appraisal system but instead of annually it may be more favourable for them to be carried out every few months. This would then help employees to see what they are working well at and what things to improve on; these could then be made into targets which success could result in promotion or pay rise. The quicker employees feel wanted, the quicker they are earning money for Burger King. From reviewing staff progress more frequently it may give employees more motivation to stay working at Burger King for a longer period as they now have aims and goals which could improve their career. This would mean less training costs for Burger King and also in the long run a low staff turnover. At present I believe the techniques that Burger King is using to train their employees and managers, such as shadowing and induction programmes are effective in what they are doing. However, if Burger King want to ensure that employees stay in the job for a longer period it may be beneficial for them to do other training techniques such as training weekends away. This will build team skills and also allow employees to interact with staff from other sectors in which they work in. Motivation in Burger King In this section I am going to explore the different motivational theorists and see how their theories affect Burger King. Motivation is having the desire and willingness to do something. A motivated person can be reaching for either a long-term goal or a short term goal. Motivation is important as if employees are motivated to work; it increases the quality of products and therefore the reputation of a business. This is a major factor within Burger King as they are known for a high staff turnover. However, if their staff were more motivated and saw the long term opportunities for working for Burger King, they may be more willing to stay on and try for promotion. Abraham Maslow- Maslows Hierarchy of Needs Maslows theory mainly revolved around psychology and stated that, As humans meet basic needs, they seek to satisfy successively higher needs that occupy a set hierarchy. This is Maslows hierarchy of needs: Maslow believes that when the first stage is completely fulfilled only then will an employee be motivated enough to step up to the next level and complete it. For example only when an employee has basic needs such as food drink and sleep will they then be able to progress onto their safety needs such as security, limits and protection. In terms of Burger King Maslows theory wouldnt largely affect them. However for all people to work well certain needs need to be fulfilled such as sleep, food and drink. For Burger King Employees I believe that they only really need to concentrate on the first two stages as many employees do not stay long and are only there for the short term. Burger King does provide good hygiene conditions and security. Belonging and Love needs arent really met as although they work in teams Burger King do not provide team building activities such as weekends or any social events. This theory mainly addresses the needs of employees. Frederick Winslow Taylor Taylors primary idea was that workers are mainly motivated by pay. Therefore his theory was that if you break down production into a set of small tasks and only pay for the amount of product each employee produces, this would motivate staff and increase productivity. At the beginning this seemed like a good idea as productivity increased and workers were only paid for how hard they worked. They began to build specialised skill for the specific area and businesses were more efficient as less staff were needed. However, employees soon became to dislike Taylors approach to motivation as they were given boring, repetitive tasks and were being treated no better than human machines. Certain aspects of this theory do apply to Burger King. Burger King pays their employees hourly, not piece rate, and has set areas in which people work- these can either be tills or kitchen staff. This provides competition between the two areas which can build motivation as to which area can work the best. However Burger King wouldnt realistically be able to pay employees on their productivity as each area has different tasks, some of which cant be measured, such as working on the tills. This theory addresses mainly the performance of employees. Frederick Herzberg Herzberg believed in a two-factor theory of motivation. Job Enlargement- Workers would be given a greater range of tasks to perform (not essentially more challenging) which should make the work more interesting. Job Enrichment- Involvement of workers being given a wider variety of more intricate, interesting and demanding tasks surrounding a complete unit of work. This should then give a greater sense of achievement. Herzberg used a survey to investigate what people liked and disliked about their jobs and with these results he put them into two categories; motivators and Hygiene Factors. His two factor theorem is shown below: Motivators Hygiene Factors Achievement Company Policy Recognition of achievement Supervision Meaningful and interesting work Pay Responsibility Interpersonal Relations Advancement Working Conditions For Burger King they need to ensure that all hygiene factors are covered so that workers feel safe and happy to be working in a clean environment. For example clean work surfaces and floors. Burger King does already achieve highly good hygiene factors however theyre not providing the best motivation. With this they dont have any achievement within their working days and simply work for pay. This lacks fun and could mean that employees would work better if they had something to look forward to. This theory addresses both the needs and performance of employees. PEST In this section I am going to explain how PEST affects the recruitment process in Burger King. From identification of a role to managing change inside the company PEST influences how Burger King plans and responds to these influences as it effects the entire recruitment cycle. Pest analysis is concerned with the environmental influences on a business. PEST is an acronym which stands for: P- Political E- Economy S- Social T- Technology When referring to pest you need to think about the following: POLITICAL Local Authorities Central Government Parliament Minimum Wage Base Rates Privatisations ECONOMIC/ LEGAL Laws Health and Safety Dismissals Monopolies Mergers and Takeovers Consumer Protection SOCIAL Trends Laws Habits TECHNICAL ICT Telecommunications Production Human Resources Marketing PEST can be used by businesses to review a strategy or position, direction of a company, a marketing proposition, or idea. Many businesses use PEST analysis for business and strategic planning, marketing planning, business and product development and research reports. PEST analysis is most helpful before completing a SWOT analysis (Strengths, weaknesses, opportunities, threats). PEST can essentially be useful when a business is expanding into new countries and markets as it helps guide a company from making costly mistakes, unfounded assumptions, and help effectively adapt well into a new environment, when considering recruitment and selection. Pest in terms of Burger King Political Minimum Wage- At present Burger King do comply with the national minimum wage, however if they were to expand into new countries the minimum wage may be different. If it were increased it would mean that Burger King would be paying more for staff and may have fewer funds for other factors of the business such as new technology. If the minimum wage was decreased then this would mean more funds for other factors of the business. Laws- Burger King needs to take into consideration different laws in different countries. In some countries the consequences of breaking these laws could be ominous especially in China where they use capital punishment. Also laws that in force who can be employed by Burger King, for example women and children. Economic Health Safety- Burger King need to ensure that their health and safety is of the highest standards. If Burger King were to expand into less developed countries it may mean that they need to improve their health safety aspects. Therefore they would need to consider training within their recruitment process. Monopolies Mergers Takeovers- If Burger King where to expand into other countries they need to ensure that there arent other fast food restaurants who dominate the fast food market as they are less likely to build there own customer base. Also less people would be willing to work for them compared to competing restaurants, which would mean Burger Kings recruitment levels would fall. However, if other countries have fast food restaurants that are not well known, Burger King may be able to takeover these smaller restaurants and expand the Burger King brand. Social Trends- Burger King needs to take into account what the favourite foods are in certain countries. For example the Whooper Burger may be favourable in certain countries but in others it may be the Cheese Burger. Habits- As Burger King operate in a number of countries they need to be aware of the language barriers which will occur. To ensure these are fulfilled Burger King needs to employee staff who speak the language of the country they are operating in. Therefore training aids would have to be converted into the chosen language. Technical ICT- As technology is always changing and more developed in certain countries, Burger King needs to ensure that they are up-to-date if they want to be the best fast food restaurant. For instance they need the best till operations so that transactions are fast and comply with the five minute rule. Also as technology changes it will affect the job training that Burger King offers employees. Production- If Burger King used advanced technology it may mean that they could produce their products in bulk and therefore save time and reduce the costs of their production. With production being affected Burger King would have to look at how to ensure consistency in training and staff development. Through using PEST Burger King can evaluate what areas they need to consider when expanding into new countries. It would be beneficial to use PEST as it would be easier for Burger King to adapt to new surroundings if they knew the trends and laws they need to abide to. This means that in the future they could expand into new countries with less difficulty. Recruitment Documents In this section I have created my own personal specification and Job description and will evaluate individually. Job Description Post Title: Manager Responsible to: Director External Contexts: Members of public and other stakeholders Internal Contexts: Other managers and all general staff Salary: à ¯Ã‚ ¿Ã‚ ½12,600 Job Purpose To take responsibility for your section by making key decisions, ordering goods and leading, motivating and training your team. To enthusiastically lead and motivate the restaurant team to achieve the highest standards levels of customer service satisfaction. Main Duties and Responsibilities * Manages all daily operations of Burger King to maximise sales and a positive customer experience. * Motivating and training your team to ensure the very highest standards are maintained. * Ensures great food is promptly delivered in a clean and inviting environment. * Take full responsibility for your section to ensure that all transactions run smoothly. * Ensures that each visit by a customer results in a friendly and personalised service. Rewards In return for your dedication and hard work we offer a competitive salary as well as the following benefits: * Medical and Dental insurance * Paid holidays * Vision Care * Life insurance * Bonus Program * Career Advancement Opportunities Analysis of Job Description A job description is a written statement of what a job holder does how it is done, why it is done and the skills needed to perform the job. These include the purpose, duties, equipment used, qualifications, training, physical and metal demands and working conditions. I have created a job description for a managerial position at Burger King. I believe that my job description is effective as the main purpose of it is to describe the roles and duties that the job position undertakes. These need to be in a job description so that the potential employee knows what duties they will be carrying out if they apply for the job. Also in my job description I have added in the rewards of working as a manager in Burger King so that new recruits can see what they will get in return for their dedication to the job. This is effective because it could persuade them to take the job as there are many benefits. I have chosen to layout my job description with headings and sub-headings for each section as it brakes down the information and provides a well ordered recruitment document. Also I researched into the types of job descriptions that Burger King use and used this as a template. Also, I have used the Burger King logo at the top of my document so that all candidates can see what the job is for, before actually reading it. By creating a job description it ensures that only people who believe they can complete the duties of a manager apply to the job and therefore do not waste the time of Burger King. Personal Specification Job Title: Burger King Manager Responsible to: Director Salary: à ¯Ã‚ ¿Ã‚ ½12,600 There are a number of qualities that we look for in our manager. These consist of: * Adaptable in all situations * Initiative to deal with tricky situations * Good communication skills * Good Customer Relations * Enthusiastic and energised * Flexibility * Team work * Respect for others * Pride in performance Burger King takes pride in being one of the leading fast food retailers. Our managers need to have the skills to motivate their team and the assertiveness to ensure all work is done smoothly. Also both written and communication skills will be required as you will be working with people daily and also need to write reports on your employees, to ensure that their progression is recorded. The relevant work experience that we look for is four or more years in a management or supervisory capacity in a restaurant or in the retail/ hospitality industry. Qualifications The qualifications we require for our managers are: * High school diploma or equivalent, with two years of college or equivalent preferred * Strong math and Windows-based computer literacy * Reliable Transportation * Open/Flexible Schedule Analysis of Personal Specification A personal specification is drawn up from the job description and describes the knowledge, skills and attributes that are essential to perform jobs. The criteria must be specific, measurable, and justifiable in relation to the job requirements. I have created a personal specification for a managerial position at Burger King. I have created my personal specification so that it relates to my job description and reflects the skills required for competency in the role, as directed in the job description. I believe that this is effective so that the skills on my personal specification relate to the job in hand. My personal specification is successful as is it contains both the skills and qualifications needed to comply with the job. These are needed in a personal specification so that potential employees know what they need to have a chance with getting the job. Without these, Burger King would get too many people applying for the job who are not suitable. I have chosen to layout my job specification with headings, sub-headings and bullet points for key information as this brakes down the information and provides a well ordered recruitment document. Also I researched into the types of job descriptions that Burger King use and used this as a template. Also, I have used the Burger King logo at the top of my document so that all candidates can see what the job is for, before actually reading it. By creating a personal specification it ensures that only people with the given qualities and qualifications apply to the job and therefore do not waste the time of Burger King. Interview Process In this section I am going to explain the preparation of an interview, what a good interview consists of and analyse an interview that was carried out. An interview is a conversation between two or more people where questions are asked by the interviewer to obtain information from the interviewee. Interviews can be divided into two rough types, interviews of assessment and interviews for information. Preparation for an Interview Before an interview can take place there are a number of factors that need to be considered. Firstly, a business needs to have already produced a job description and personal specification, to which they can compare the candidates qualities and previous work experience to. Not only can these documents help identify a candidates personality traits but also a guide to base the interviewers questions around. Before an interview can take place it is essential you know you are going to ask the candidate. These questions need to relate to all recruitment documents including the personal specification, job description and job advert as they focus on the type of employee needed for their company. The questions need to test the candidate on whether their skills are the best suited for the job in hand and to see how they compare to other potential employees. Questions for Interview It is vital that the right sorts of questions are asked during an interview as these will determine whether the candidate suits the job or not. To get the most potential from a candidate it is in the best interest of the business to ask both open and closed questions. A closed question limits responses to a set number of options, such as yes and no, however these could be used at the beginning of an interview to create a more welcoming atmosphere, for example, How are you? Open questions require the person answering to provide a response in their own words, for example, How would you motivate a team? These questions are essential to find out the most about a person including key areas such as skills, qualities and personality. The key to any good interview is to develop on the answers given by the candidate and extend the knowledge of that area, i.e. What examples could you give me of when you have carries that out? The questions asked need to be relevant to the position advertised which is why relating them to the recruitment documents are so important. If you are interviewing for a managerial position you wouldnt ask, How would you deal with difficult customers? as it is unlikely for a manager to spend much time communicating with customers. The Interview Task For this task we were put into groups and carried out a panel interview for a managerial post at Burger King. Before we carried our interview out for a managerial position at Burger King there were a number of factors we needed to consider: * What questions would be suitable and relate to the recruitment documents. * What were the main skills we were looking for to fulfil the position. * How did their personality reflect their interest in working for Burger King. * How were we going to judge their: Appearance Attitude Body language As the interviewers we decided that it was a necessity for us to dress smart as we would be representing Burger King. On our panel we had three people, all carrying out the same role of asking the candidate questions in turn. We used three people as we were interviewing for a managerial position, which we believe would require more than one opinion on the candidates. This way the interview is less biased towards the potential employee as there is more than one opinion. The type of questions we decided we were going to ask was: * Did you find us ok? This helped to create a welcoming atmosphere, to calm any nerves of the candidate. * How have leadership skills benefited you in your previous job? This helps the interviewer get a greater understanding of a candidates previous work experience. This could also be checked up on through references. * How do you think your managerial skills can help our business? This helps the interviewee voice the skills and qualities they could potentially bring to Burger King. This is an open question which candidates could go into depth with and best promote themselves. * What do you know about the history of the company? This allows the interviewer to see how much a candidate actually knows about the business of whom they may be soon working for. The more they know about the business suggests the more interested they of having a long-term career there. * If one of the workers was not working to the full of there potential, how would you motivate them? This is an essential question to be asked for a managerial position as they would be in charge of a team, or which they will need to motivate to work well. * If there was an unsatisfied customer, how would you deal with them? This can help the employer get a fuller understanding of how the candidate would work on the spot and in tricky situations. * If one of your employees were late more than once, how would you deal with this? This is a good indication of how the potential employee would discipline their staff. Analysis of my Interview During our five minute interview we were able to ask a variety of questions relating to the role of manager as Burger King. For this position, we were looking for a candidate with previous managerial experience, who had a keen interest in the history of Burger King and presented themselves well. Whilst carrying out the interview there were a number of things that our group did well: * Asked questions relating to the position of manager. * Asked both open and closed questions. * Kept eye contact with candidates whilst answering and asking questions. * Showed a keen interest in what the candidate had to say. * Had an open body posture, i.e. Arms on the desk not crossed. 1 http://www.burgerking.co.uk/CompanyInfo/careers/index.aspx 2 http://www.burgerking.co.uk/CompanyInfo/careers/index.aspx 3 http://teenzone.monster.co.uk/articles/fastfood/page4/

After Apple Picking Analysis English Literature Essay

After Apple Picking Analysis English Literature Essay After Apple Picking has a lot of different rhyme scheme which causes the tone of the speaker. This tone sets you in the authors point of view and makes a clear picture of what he has written. Frost uses a lot of figurative language and diction to make his poem more interesting and it catches the reader. The purpose of the poem is to talk about life and death. He uses certain poetic devices to get you into the living spirit and as it goes by it gets slower and sadder. Causing a dramatic change in the tone of the reader. This fits perfectly into the poem because the purpose of the poem is to talk about life and death. So the tone of the poem is perfect along with the poetic devices that Frost uses to make his poem more interesting. Frost makes the purpose of his poem very clear with all of the devices he uses. In this poem Frost uses a lot of figurative language, this helps him make his poem a lot more interesting. He uses it quite often in his poem and it gives it that extra spark to make it better for the reader. In line 40 he uses a personification, The woodchuck could say whether its like his long sleep.. He gives the woodchuck a voice when they cant really talk. Frost also uses a lot of imagery which brings out the five senses of the reader themselves. He describes the sound of the apples in the bins being tossed in. He describes the feeling of the ladder swaying as the boughs bend. He describes the apples, Magnified apples appear and disappear, Stem end and blossom end. Frost uses a lot of big words. Frost uses the word drowsing to describe how he is about to fall asleep. He uses the word hoary to describe the frost on the grass and the beautiful scenery that his eyes are seeing. This paints a picture for the reader. The theme of this poem is to look at life in a good way and not be so negative about it. Frost is telling us to be happy and try to enjoy life and live life to the fullest. We need to enjoy life. Life is short and can be taken away from us in a matter of time. We never know when our lives will end. We dont need to be so negative about things. Frost is enjoying the little things in life such as picking apples during his day. Life can be fun and enjoyable if we look at the little things in life and enjoy those things. Look at the small and not worry about the big things that can ruin our lives. These poetic devices make Frosts meaning of his poem more noticeble. The diction makes the description more dramatic and interesting. If he did not use these devices the poem would have no real meaning to the readers or even the author. Frosts imagery brings out the picture to the readers and makes it fun and enjoyable to read. The meter and the tone is set and makes the tone that the reader wants a reality. The poem is slow and rhymes every other line which cause that slow and sad tone that he meant for. The use of these devices fits the mood perfectly and paints a picture for the reader to sit back and enjoy the poem.

Oscar Wildes The Importance Of Being Earnest :: essays research papers

Principal Characters Jack Worthing, gentleman of the Manor House; also known as "Ernest" Celcily Cardew, Worthing's pretty young ward Miss Prism, Cecily's governess Algernon Moncrieff, Worthing's friend Lady Augusta Braknell, Algernon's aunt Gwendolen Fairfax, Lady Bracknell's daughter The Reverend Canon Chasublc, Rector of Woolton Story Overview While Algernon Moncrieff and his manservant prepared for a visit froi-n his aunt, the formidable Lady Bracknell, their conversation turned to the question of marriage. Observing the servant's somewhat lax views on the subject, Algernon declared, "Really, if the lower orders don't set us a good example, what on earth is the use of them?" This chat was interrupted by the unexpected arrival of Algernon's friend, Ernest Worthing Worthing was pleased to hear that Lady Bracknell - and her beautiful daughter Gwendolen - would be appearing for tea. But Algernon warned, "I am afraid Aunt Augusta won't quite approve of your bein here." Mildly insulted, Ernest demanded to know why. "My dear fellow," Algernon answered, "the way you flirt with Gwendolen is perfectly disgraceful. It is almost as bad as the way Gwendolen flirts with you." At this point Worthing announced that he intended to propose marriage to Gwendolen, but was taken aback by Algernon's response: "I don't give my consent." Worthing, would first have to explain a certain "Cecily" in his life. As evidence of this relationship, he produced a cigarette case left behind by Worthing on an earlier visit - devotedly inscribed from "Cecily" to her loving "Uncle Jack." "Well," admitted Worthing, "my name is Ernest in town and Jack in the country." It happened, he said, that Cecily was his ward, who lived in his country home under the watchful eyes of a stern governess, Miss Prism. But to escape the stuffy constraints of country living, Jack had invented an alter ego: " . . . In order to get up to town I have always pretended to have a younger brother of the name of Ernest, who lives in Albany, and gets into the most dreadful scrapes." Thus, Jack was often "called away" to the city to "rescue" irrepressible Ernest. Smiling, Algernon now confessed that he too was a "Bunburyist," a friend of the equally fictitious "Bunbury," a "permanent invalid," whom he visited whenever he chose to get away. When Lady Bracknell and Gwendolen arrived, Algernon took his aunt aside, leaving "Ernest" and Gwendolen alone. "Miss Fairfax," Worthing stammered, "ever since I met you I have admired you more than any girl - I have ever met since - I met you.

Plot of The Return of The Native :: essays research papers

A reddleman is traveling with a young woman, across Egdon Heath on a November day, when he crosses the path of a stranger on the road and keeps the woman’s identity a secret. The two talk and eventually depart when they split paths to rest at night. From there the reddleman notices many figures on a hilltop and later finds out that these people are the heath folk who have come to start a fifth of November bonfire. The Reddleman safely returns Thomasin Yeobright, to her aunt, Mrs. Yeobright. Thomasin Yeobright was to be married to Damon Wildeve that day. Mrs. Yeobright takes Thomasin with her to see Wildeve at the inn he owns, to ask for an explanation of why the two did not get married yet. The heath folk, after the bonfire, come to congratulate the supposed newlyweds. After a while, Wildeve gets rid of them and then goes off to see Eustacia Vye. Eustacia Vye watches for Wildeve and sets up a signal fire near her grandfather’s house. Wildeve, who was once her lover, finally arrives. The Reddleman accidentally learns of the meeting between Eustacia and Wildeve. The Reddleman then purposely overhears the conversation of Wildeve and Eustacia the next time they meet. Then he tries to get Eustacia to help Thomasin, and finally tells her that he knows about the meeting between her and Wildeve. He also tells Mrs. Yeobright that he wants to marry Thomasin. Though he is rejected, Mrs. Yeobright uses him to put pressure on Wildeve. Wildeve goes immediately to Eustacia to convince her to leave with him, but she will not answer right away. The news of Clym Yeobright’s arriving during the Christmas holidays is widely talked about on the heath, even in Captain Vye’s house (Eustacia’s grandfather). Eustacia hears a lot about Clym, while Mrs. Yeobright and Thomasin make preparations for his arrival. After getting a glimpse of him, Eustacia is very interested in Clym because she wants to get away from Egdon Heath and live in Paris. At a party in Mrs. Yeobright’s house, she is successful in meeting Clym, but she is wearing a costume. Because she becomes interested in Clym, she tells the Reddleman that she would like to see Wildeve married to Thomasin. They do marry and Eustacia serves as witness. Mrs. Yeobright, who had once opposed the marriage, does not attend, and Clym finds out about it after it has been done.

Essay on Imagery in Their Eyes Were Watching God -- Their Eyes Were Wa

Positive Imagery in Their Eyes Were Watching God In Zora Neale Hurston's novel, Their Eyes Were Watching God, the life of Janie is presented as a journey. Janie survives a grandmother, three husbands, and innumerable friends. Throughout this journey, she moves towards her ideals about love and how to live one's life. Hurston chooses to define Janie not by what is wrong in her life, but by what is good in it. Janie undergoes many changes throughout her journey, but the imagery in her life always conjures positive ideas in the mind of the reader. Janie's life begins under the watchful eye of her grandmother. Her grandmother has given up her own happiness to raise Janie and her mother. Right away, it is obvious that Janie's life is going to be different than her grandmother's. For starters, Janie has very different ideas about love than any other character. She may not be able to clearly define her thoughts, but the reader still sees that Janie's ideas are romantic and full of sensuality. The first glimpse into the past that the reader sees involves Janie underneath a pear tree, watching the flowers bloom. The descriptive language ("From barren brown stems to glistening leaf-buds; from the leaf-buds to snowy virginity of bloom" [10]) beautifully juxtaposed with complex thought ("The rose of the world was breathing out smell. It . . . followed her. . . and caressed her . . ." [10]) lets the reader experience the same feelings that Janie does, even though she is not yet old enough to fully describe them herself. Janie's grandmother is old and weak. She never had a person in her life who cared for her and truly wanted to look out for her well-being. As a result, she is frightened by Janie's refusal to follow the mold, ... ...tell it again. She doesn't need to. Janie has lived her life and survived her journey. Zora Neale Hurston closes off Their Eyes Were Watching God with one final, poignant image; Janie "[calling] in her soul to come and see" [184] the splendor of her life. Works Cited and Consulted Bourn, Byron D. "Women's Roles in Zora Neale Hurston's Their Eyes Were Watching God and James Baldwin's Go Tell It On the Mountain" Hurston, Zora Neale. Their Eyes Were Watching God. New York: Harper & Row, 1937. Johnson, Barbara. "Metaphor, Metonymy and Voice in Their Eyes Were Watching God." Modern Critical Interpretations: Zora Neale Hurston's Their Eyes Were Watching God. Ed. Harold Bloom. New York: Chelsea House Publishers, 1987. Lubitschek, Cyrena N. "The Role of Imagery in Hurston's Their Eyes Were Watching God." American Literature 58.2 (May 1996): 181-202.

Psychology Coursework Essay

We have studied various aspects of organization, its structure, strategy, effectiveness, changes and other aspects. Study of organizations by psychologists has attained much importance in recent times. The broad study includes perception, attitudes, motivation, and interpersonal relationships among members. Every organization is a group of members working towards a common goal. Every organisation has a structure and purpose. It may be a social, political, or a commercial organisation or one for any other purpose. Psychologists ‘research in this field assumes much importance so that suggestions can be ade and implemented for obtaining the optimum results . Several theories are proposed with regard to organizations. M L Blum states that group theory views that associations and human affiliations are primary work motivators in a group. He states that the degree of cooperation in a primary group is critical for its success. So we find that all the members’ contribution go to achieve the goal. So it is essential that each member is properly motivated. Regarding the question put forth about the factors inhibiting or supporting performance,  It can be said that a person could have achieved one part of his target but might have not achieved in another of the same task. The major reason for achieving could be motivation. Among the various factors which go to contribute to achievement , motivation has the great role. The very formation of a group brings in motivation in its members. Clifford T Morgan puts in that motivations are inferences from behaviour. We can never observe motivation but can infer their existence. Motivation ,according to him is a powerful tool for explaining behaviour. Incentive motivation like wages, bonus play a major role in the group work. A member has to be motivated according to his needs. It makes common sense to say that When a person’s needs are taken care of, his performance would increase. Various studies have shown that a person may have upto thirty seven needs. Anyway they can be classified into biological and socio psychological needs. The first one is about his body’s necessities like food, nutrition, rest and so on. The next one is about security, freedom, care, recognition, approval , self respect and so on. It can be safely deducted that any achievement or non achievement can be attributed to the above causes. As an Industrial psychologist, his role would be to ensure that all or atleast most of the motivations are taken care of. This would bring in the best results. Having studied the lesson , we have gained in depth knowledge about the various dimensions about groups. The author goes in detail about the need for changes in groups that is, introduction of new ideas or behaviour due to current technological; changes, global competition and so on. It is suggested in many experiments that resistance would occur for adopting any changes. This can be measured by survey feed backs. The most mportant factor making implementation difficult would be insecure feeling among members particularly if the group is one of working group. It may be a fear of losing jobs or fear of inability to cope with the new methods of work. Let us now take the example of failure to perceive benefits stated in the Lesson. as a reason for resistance for changes. This failure is due to lack of information about the changes. The member is unaware of the reasons or the mode of changes. So communication is essential from the highest level to the lowest level and vice versa. The changes proposed have to be iscussed and analysed with all the members . Their views heard and clarified and convinced. . This gives them the feeling of importance. This again goes on to motivate the member. David G Myers emphasizes the need for group discussions where ideas are pooled and discussed jointly. Just hearing to a person’s arguments is of no use. Active participation brings in better attitude change than merely listening passively. Again ,this may bring in more resistance arguments but a thorough debate with proper information will ultimately result in the members understanding the benefits of the change and being convinced . The industrial psychologist has to see that the members are given assurance of their benefits and all apprehensions removed. Let us now imagine what a person would talk to the CEO if just a few minutes are at his disposal. An Assistant Regional Sales Manager would probably assure the CEO on the lines that his department would welcome changes . He would be keen on impressing the CEO in the short time. He would even go to suggest ignoring resistance and going ahead with changes. He would not miss to suggest a salary hike to all along with changes , which would be beneficial to the organization.

Consumer Behavior – Chapter 1

Consumer behavior chapter 1 – introduction In our ever-increasing global market, attention needs to be paid to the global consumer in order to identify who they are. Marketers and consumer behaviour researchers are constantly attempting to determine the similarities and the differences of the multifaceted global consumer. Some general theory about the sociological and psychological influences on consumer behaviour may be common to all Western cultures, but there are still strong com/pricing-psychology-consumption/">regional consumption trends.Consumer behaviour as it pertains to the marketplace is concerned with the manner in which consumers purchase and use products and services, and how these goods are incorporated into their lives. Researchers use various techniques to determine the features of consumers. These techniques include categorisation by the use of descriptive characteristics, such as demographics and psychographics. Individual consumers are part of a larger socie ty with common cultural values and beliefs, which can be further segmented into smaller groups, or subcultures.There are regional differences between consumers from different European countries, despite their being part of the larger European community. Marketers use  market segmentation strategies  to adapt their communications to meet the varied needs of a diverse target market. Consumer behaviour is good business! Marketers who understand their customers' needs and wants do better than their competitors. The essential component is deciding who to target and how.Marketers do this by defining markets and then dividing these markets into smaller chunks, or segments. A segment is based upon the demographic and psychographic aspects of the targeted population. The consumer's response is the ultimate test of whether or not a marketing strategy will succeed. However, initial consumer testing is not an absolute science. Sometimes a product can fail its initial test marketing and stil l go on to be highly successful. Sony has responded to market and consumer changes with its latest MP3 player, a rival to the Apple iPod.In attempting to define accurate information about the traits, habits, likes and dislikes of consumers, effective market segmentation separates members of a population into smaller segments of consumers who share unique characteristics that set them apart from the main population. Market segmentation  can be described as ‘slicing up' the market into bit-sized chunks of information. It is essential that for effective segmentation the following criteria are met: Consumers within the identified segment share similar product needs that will be different to other consumers in other segments.Important differences between the segments can be clearly identified. The segment is large enough to be profitable. Consumers in the segment can be reached with an appropriate marketing mix. The consumers in the segment will respond in the desired way to the marketing mix. Two important segmentation tools are the use of demographics and psychographics to determine unique attributes of the targeted population. Demographic statistics measure the observable aspects of the population. Psychographics are far more subtle. They illustrate the differences in consumers' personalities and cannot be measured objectively.Demographic variables include: Age Different age groups have different needs and wants. Consumers in similar age groups often share similar values and cultural experiences. Gender The behaviours and tastes of men and women are constantly evolving. It is thought that gender segmentation is an unintended result of marketing strategy. Family structure Marital status and family are important demographic variables that often affect spending priorities. Social class and income People in the same social class often have similar occupations and may share values and interests.Income is a good determinant of buying power and market potential . Race and ethnicity Immigrants from Asia and Africa are the fastest growing ethnic groups in Europe. Increased multiculturalism creates new opportunities for marketers. Geography Cultural differences play an important role in consumption patterns. Within the European context, consumption is common across cultures, but it is also specific between different cultural groups. European segmentation factors include: Consumption traits that are common across different cultures. Consumption traits that are specific to cultural groups. Relationship Marketing: building bonds with consumers The more marketers understand their current and potential consumers, the more effective they will be. This concept has developed into the role of  relationship marketing, in which marketers build long-term relationships between the company and the consumer. Relationship marketing is seen as the big trend for marketers. In conjunction with relationship marketing, a major growth area has been the need to g ather and manage accurate information about customers. This has culminated in the formation of sophisticated  database marketing  that tracks consumer buying habits.However, this ‘big brother is watching you' concept intimidates some consumers. Database marketing is required to comply with respondent confidentiality restrictions. As global consumers, we are influenced significantly by marketers through a number of mechanisms centred upon building relationships with customers. Advertisements illustrate how we should act and define roles, as well as informing about the use of products. As of 2006, the majority of people will live in urban centres and the number of ‘megacities' will increase to 26 in 2015.A controversial effect of the sophisticated marketing strategies used to communicate with these large potential markets is the emergence of  global consumer culture, in which people are united by their common devotion to brand-name consumer products, film stars and m usic celebrities. 2 Virtual consumption and the power of crowds There is little doubt that the digital revolution is one of the most significant influences on consumer behaviour, and the impact of the Web will continue to expand as more and more people around the world log on. It is not all bout businesses selling to customers (B2C e-commerce).The cyberspace explosion has caused a revolution in consumer-to-consumer activity (C2C e-commerce): welcome to the new world of  virtual brand communities. A close cousin of the global consumer is the  Euro-consumer. Much research and marketing effort is focused upon determining the characteristics of this consumer. Findings indicate links between social class, culture and income, with consumers who expressed more positive attitudes towards cultural change being more likely to consume luxury goods, despite their demographics and social class. 2 Marketing EthicsThere is a constant battle between achievement of organisational profit goals an d the necessity to conduct business honestly and ethically. 1 Prescribing Ethical Standards of Conduct Organisations often devise codes of conduct for their employees, and marketing associations provide guidelines for conduct, such as the following: Disclosure of the substantial risks associated with a product or service. Identification of added features that will increase the cost. Avoidance of false or misleading advertising. Rejection of high-pressure selling. Prohibition of selling or fund-raising under the guise of market research. Socially Responsible Behaviour Some marketers continue to violate the bond of trust with the consumer with the use of ‘bait-and-switch' tactics and misleading claims. A critical barometer of ethical behaviour is the action taken by companies to rectify a problem with their advertising or products. Benetton discontinued their controversial advertisements that featured the depiction of an AIDS victim and which were deemed to be exploitative by co nsumers. Much criticism has been leveled at marketing techniques that influence consumers to purchase products that are not essential.Philosophers view this conundrum from the perspective of individuals exercising their free will and free action in coming to decisions. However, this clinical approach supports the argument so long as only informative advertising is used in the marketing communication. Any other type of advertising – such as ones with imagery and underlying motives – cannot be so clinically rationalized. The raging debate that marketing techniques manipulate customers continues. We explore this issue from three perspectives. 3 Do Marketers Create Artificial Needs?Some conservative traditionalists believe that advertising can lead to the moral decay of societies by the pursuit of hedonistic pleasure, while some liberals believe that the misleading promises of material pleasure function to buy off people who would otherwise be revolutionaries working to ch ange the system. Through advertising, then, the system creates demands that only its products can satisfy. Numerous responses to this criticism abound, including the argument that needs are a basic biological motive and that a want represents one way that society has taught us that the need can be satisfied.The primary objective of advertising is to create awareness of needs, rather than to create the needs themselves. Needs are thus something that we are socialized to have. Marketers must be cognisant of the fact that they contribute heavily to the socializing influence of individuals in modern society and, thus, influence needs. Some commentators believe that purchasing decisions are manipulated by marketers using their understanding of psychology and the social sciences. They claim that marketers devise advertising techniques that manipulate a majority of individuals. A sense of social responsibility should underpin all advertising.There is little doubt that advertising creates a nd changes patterns of consumer behaviour. The central issue is whether the audience is discerning enough to see through the marketing hype and still make a deliberative judgement. Have a look at the  PBS Frontline website on ‘The Persuaders', which explores the world of modern marketers and advertisers, and discusses the methods they use to decipher who we are and what we want. As powerful an influence as advertising is, in the majority of cases advertisers still do not know enough about their target audience to effectively manipulate them.This fact is supported by the high degree of product failures (40-80 per cent) that occur. 4 Interdisciplinary Influences on the Study of Consumer Behaviour Consumer behaviour is a multidisciplinary field that integrates a vast array of disciplines, from psychophysiology to sociology and anthropology. Each discipline views the subject from their own perspective, which results in a rich sociological interpretation of a fascinating and dyna mic topic. The figure below illustrates the integrated and interconnected approach to consumer behaviour from both a macro and micro perspective.The macro perspective represents the social focus and the micro perspective represents the individual focus. [pic] pyramid of comsumer behavior Consumer research has adopted two popular forms of research paradigms, or sets of beliefs: Positivism Believes that human reason is supreme and that objective truth is only revealed by science. Structured and ordered. Stresses functionality. Celebrates technology. Regards the world as an ordered, rational place with a clearly defined past, present and future. Emphasizes material well-being, and is based predominantly on the homogenous views of a predominantly Western and male culture.Interpretivism Believes the social and cultural world in which we live is complex. Dislikes too much emphasis on science and technology. Emphasizes the importance of symbolic and subjective experiences. Believes individ uals construct meanings based on unique, shared cultural experiences, therefore there are no right or wrong references. Consumption is interpreted as a set of diverse experiences. Many consumer behaviour experts believe that the existing predominant positivistic paradigm of consumer behaviour is undergoing a paradigm shift, due to challenge from the competing paradigm of interpretivism.