Act II in Death of a Salesman Essay -- essays research papers

Death of a salesman context essayThe beginning of act two starts with music gay and bright. This has an optimistic feel and sets the mood for the interest scene. Music is used by Miller many times to set the mood, the rural flute music that brings Willy home at the start, the optimistic music we go steady here and then at the end of act two the frenzied music like an unbearable scream when Willy kills himself. Music is used to introduce the flashbacks and in like manner takes a symbolic role as we see the instrument that takes the lead is the flute.Willy- All I remember is a man with a big beard, and I was in mammas lap, sitting around a fire and some kind of high music.Ben- His flute. He played the flute.Willy- Sure the flute, thats rightIt is the flute that introduces us to the play and Willy A melody is heard, played upon a flute. It is small and fine telling of grass and trees and the horizon. Portraying the dreamlike state of Willys mind. indeed after the funeral in the requiem, after everyone has left Willys graveside Only the music of the flute is left. It lingers, like the remains of Willys dreams linger with Happy. The music reflects Willy and his dreams. It is as puff up as a tough, sad reminder of Willys father and the type of man he was and the type of man Willy should be, if it werent for his dreams deluding him. The flute mourns him at his funeral, at the osseous life of a man who didnt know who he was.As said, the following passage is one of optimism and hope. It is an upheaval from the heavy tone of the rest of the play. This abatement proves the tragedy genre of the play that is much debated and fits in using the Seneca tragedy model. This involves a gradual degeneration in the hero until a point ... ...esembles a homeless boat.To conclude, the beginning of act 2 reflects a great deal of the rest of the play. Its turn to optimistic and hopeful tone riddled with foretell of death correlates it as a tragedy. It shows the al l the connections of family we see in the rest of the play with Lindas role and Biffs effect as well as Happys lack of a role. The American Dreams destructive feel is felt through Willys misfortunes i.e. long mortgage, short circuit on cash and deceived by the corporate manufacturers. Millers techniques of language style are as clear here as everywhere else and the consistencies of the subtle in the passage back up what is vital to the rest of the play. As much as the inconsistency of the tone etc. in this passage helps to receive the causes of Willys madness, shown in the reverse for added force in their effect, and to fit the tragedy model

Late April, Early May :: Personal Narrative Writing

Late April, Early MayEileen was special. At least, thats how all of the teachers described her. But all of the kids knew that saying she was special was really exclusively a prudish way of saying that she was handicapped, or retarded as most of the kids said. The problem with Eileen was that she wasnt completely retarded so she knew when she was being made fun of, which was often. Whenever Id see her in the halls there would always be a string of kids behind her making jokes and doing impressions of her. She acted as if she didnt notice, but I could always tell from the look on her breast that she heard them perfectly, and I could tell that it hurt. I had seventh period gym with Eileen. This is where, for the first time, I was able to see firsthand the torment and ridicule that Eileen had to go through. We were doing pull-ups on a large metal bar one day. When it was Eileens turn to go, she got up on the bar, went down, and then began with all of her might to pull herself back up. any of the kids began to chuckle as she struggled terribly, all red in the face. It was at this point that we all saw something fall from Eileens shorts and plop down on the story beneath her. Shes shit herself, someone exclaimed. It was true. Eileen was pushing so hard trying to pull herself up that it came out right there in front of the accurate class. After she had gotten down the class was still laughing hysterically. She looked more confused than embarrassed really. To be honest, I couldnt tell if she was indifferent about what had just happened or if she was horribly embarrassed but just didnt quite know how to react to the situation yet. She bolted out the door in tears just moments later. In the weeks following that incident I didnt see Eileen much. Maybe she couldnt handle coming back to school so soon after what had happened, or maybe I was just lucky enough to have a break from seeing her being constantly belittled and mocked. Not that anyone would ever admit that th ey really cared, but during those weeks I heard a few kids inquire as to where she was. I think that people liked having her around because she was almost like a safety dinero for them.

Fire And Ice - Compared To 4 Other Poems Essay -- essays research pape

Five Great Pieces of ThoughtI moot Robert Frost is a understandable, but yet an unconventional poet. Frost wrote in his induce style, and as a result, he took quite a bit of heat from the critics of his period. Frost has an elegant style of writing descriptive and understandable poems. I am going to tell you close the five best pieces he has ever written. First off, "A Considerable Speck" is a unusual poem about Frost noticing a tiny speck on his paper. Upon further observation, Frost notices that the speck is actually a extremely tiny mite, struggling to avoid organism crushed by Frosts pen. Frost cherishs the insects battle to stay alive and leaves it on his paper. Frost allows the mite to sleep on his paper because he values any intelligence, even one that is small as a bugs. This poem is t non historic periodnarian directly from Robert Frosts mouth. It shows how much(prenominal) the poet appreciates the little things in life. Regardless of size Frost understands tha t a life is a life, and all lives are important. The imagery in this poem is very die to me. I can picture an old man trying to blow a piece of dirt off the paper. Then the piece of dirt starts moving, as he sees what he believes to be a dot on the paper but really to be a mite. The old man then starts to think about the value of life. The theme of the poem is that on that point is no such thing as an insignificant speck. Everything and everyone has a purpose for being here. This poem is fill with alliteration. Some examples I found are cunning crept, tenderer-than-thou, and breathing blown (Silberner 98). Mind is repeated three terms in the final stanza. Also there were two instances in which Frost used assonance room for and living mite. The rhyme scheme of the first stanza of "A Considerable Speck" is AABBCCDADEEFGFGHH, but there is no pattern throughout the poem (Silberner 99).Next I would like to tell you about is "Ghost House". It is an remarkably descripti ve poem illustrating an aged, haunt house. The imagery in this poem is marvelous. This poem allows the reader to see the house as if he were standing on the front porch. You can picture an old decrepit house, covered with vines and wild raspberries. There is a dying tree in the front yard, with only one vital branch on it. at a lower place the tree there are two gravestones so covered in moss that the names cannot be... ...uching poem to me because I was always taught to be my own mortal and I thank my parents for that.Robert Frosts life started out quite different than most people. He never had any formal schooling until he was the age of twelve years old. This wasnt the way you would think a famous writer would start off his life. The even awkward part of this story is that he graduated Lawrence High School as co-valedictorian of his graduating class. When I saw that I was very struck. I realized that changing is all up to one person and that one person is you. Robert Frosts l ife took drastic changes and as a result of this his poetry varies quite a bit (Silberner 192). At the time he was writing his more depressing poems, he was having trouble getting his poems published, and he was doing oddball jobs to make ends meet (Gioia and Kennedy 522). His more upbeat poems were not created until afterward magazines began printing his work. Robert Frost is a simple, yet powerful poet. He uses small, understandable words, which show very powerful meanings. The main reason why I appreciate Frosts work is because I can understand it, which is more than I can say for the majority of poetry that I have read.

Santiagos Character :: essays research papers

1.Describe capital of Chiles character in regard to the adversity he faces. What political or historical person could you comp are him to? Explain.capital of Chile faces many adversities in the novel but the main integrity that makes up the plot is capital of Chile being shunned as a look forerman in his village by all of the people because he can not catch one fish. A political person that compares to Santiago is Elizabeth Anne Seton. She fought for womens right to vote and did not care what people called her and what men thought of her.2.Draw three parallels between Santiago and the marlin. Choose one quality both share and discuss in detail the impact of this quality on the fate of both the man and the fish. leash parallels between Santiago and the marlin are they are both decisive about what they want. Santiago refuses to stop fishing even though the people of the village are very discouraging, and the marlin will not stop fighting Santiago when he is trying to capture him. An other parallel is that Santiago and the marlin are both honest-to-god and weak. The last is that there is a lack of faith. Santiago has not caught a fish a very long time and people think the marlin is a legend and it could never exist. 3.Explain why Hemingway would make the game of baseball game and baseball hero, Joe DiMaggio, such important components of a novel about fishing.Hemingway makes the game of baseball and the baseball hero, Joe DiMaggio such important components of the novel because DiMaggio had the attitude of a hero. Also, it was set that when DiMaggio lost his streak in baseball that Santiago set of to go fish and find the marlin.4.What is the role of Manolin? Why would Hemingway choose to portray this character as a child rather than an adult?The role of Manolin is one of a caretaker. He is always there for Santiago even though Santiago never asks for help. Hemingway chooses to show Manolin as a child to show how immature the people in the village are, and also t o show that children of all ages can be just as respectful and responsible as adults. 5.List three conflicts presented in the novel. Which one do you think is the most significant? Why?Three conflicts that are present in the novel are Santiago verses society, Santiago verses the fish and Santiago verses himself. The most important conflict though is Santiago verses society because with their lack of faith in him to fish, Santiago sets out for an adventure that tests his strength and confidence.

Slaughterhouse-Five and the Psychological Consequences of War :: Slaughterhouse-Five Essays

How nice- to feel nothing, and still get full credit for being alive (Vonnegut 181). In Kurt Vonneguts Slaughterhouse-Five the main temperament Billy Pilgrim experiences few emotions during his time in World War II. His responses to people and events lack intensity or passion. Throughout the novel Billy describes his time turn to different moments in his life, including his experience with the creatures of Tralfamadore and the bombing of Dresden. He wishes to die during most of the novel and is unable to connect with almost anyone on Earth. The fictional planet Tralfamadore appears to be Billys only way of escaping the horrors of war, and acts as coping mechanism. Billy seems to be a soldier with Post Traumatic Stress Disorder (PTSD), as he struggles to express feelings and live in his reality. At the beginning of the novel the narrator proposes his reason for writing the book is to explain what happened in the Dresden fire bombing, further he focuses on Billys psyche m ore than the bombing itself. PTSD prevents Billy from living a healthy life, which shows readers that the war does not dismiss after the fighting is over and the aftermath is ongoing. Billy Pilgrims story portrays the bombing and war in a negative light to readers, as Vonnegut shows the damage effects of war on an individual, such as misperception of time, disconnect from peers, and inability to feel strong emotions, to overall create a stronger message. Billy Pilgrim time travels to mingled moments in his life at random, which suggests he has no power over his mind and the memories that haunt him. He is spastic in time, (and) has no control over where he is going next (Vonnegut 43), as he struggles to make sense of his past. Billys ability to remember events in an erratic sequence, mirrors the happenings of war. War is sudden, strong paced, and filled with unexpected twists and turns. Billy cannot forget what he experienced during his time as a soldier, and in turn his mind subconsciously imitates this hectic case of war. This behavior proves that although the war is over, psychologically, Billy has never fully left (Vees-Gulani). For many soldiers, especially those who were prisoners of war (POW), it is inevitable that their mind will not be equal it once was (Vees-Gulani).

The Glass Menagerie by Tennessee Williams Essay -- Glass Menagerie Ten

The Glass Menagerie by Tennessee Williams-Joseph K. Davis, Landscapes of the Dislocated Mind in WilliamsThe Glass Menagerie, in Tennessee Williams A auspicesTom and his sister Laura is symbolically the actual glass zoo, the play belongs to neither of them. The play belongs to their mother, Amanda, as substantiated bythe above quote from Joseph K. Davis. Amanda indulges herself inmemories of the past and refuses to sham the present. The play is besides hers because it is her tragedy. It is about how she behavesafter her husband leaves her and her reaction when her son shows signsof doing the same. She in like manner controls the two remainders of the play, aswell as the glass menagerie represents her fragile world of illusionsand memories of the past.Amandas control over the two conflicts of the play exists in the factthat she cr wash upes them. She supplies the conflict between herself andTom as well as provides the conflict of having Laura marry. In thecase of Tom she constant ly nags him and questions where is he.Is going and then openly states her doubts of his truthfulness. Hernagging starts in the beginning of the play in her conversation withTom, in which she tells him how to eat his food. Later she tells himhow costliness of his smoking habit, You smoke too much. A pack aday at fifteen cents a pack. How much would that amount to in a month?. Later in the play she also manages to comment on Toms appearanceand how she wished he would take better care of himself in thatrespect. She also accuses Tom of lying about where he is going atnight. When he says that he is at the movies she states that he couldnot possibly be going to the movies any night, Nobody goes to the... ...longer a Southern Belle just standing aroundwaiting for rich men to come by and propose.By her speaking like a Southern Belle, she is connected her to theworld she creates of illusions and the one for show. The connectionsare achieved by the fact that in the past she was Southern B elle withmany rich suitors vying for her hand in marriage. This is also anillusion because she is no longer a Southern Belle but tries tomaintain that front.It is also this connection to her illusions of the past that combinesthe proof that this is her play. She is the one who creates the worldshe lives in to comfort herself from the tragedy of her husbandleaving her. She is also the one who causes the conflict of the playout of her illusions of the past and therefore she is the person whodramatizes the tragedy of not living honestly and fully in thepresent.

Jollibee Foods Corporation Essay

What were the strategy and private-enterprise(a) advantages of Jollibee in the Philippines? JFC observed that the fast food grocery store in Philippines had a high growth potential. They were the first movers in the market place and therefore able to build up brand recognition. JFCs success could be attributed to its differentiation strategy that created and sustained a competitive advantage peculiarly against McDonalds.The McDonalds was a global giant strictly following the philosophy of standardization especially with its hamburger line. JFC realized that it could attract customers with superior tasting products for more affordable prices due to their tight control over operations management. JFC was also aware that the founders of Jollibee (Tan family) had a family tradition (a capability) of making delicious food tailored for the needs (local tastes) of Filipino customer.In conclusion, JFC offered a more tailored menu with a sweeter hamburger, an innovative scandalmongering product, a kid-oriented chicken plate in line with the preferences of consumers whereas McDonalds did little or nothing to modify its products due to mainly its US based decision process. This competency be, because the global operating competitor McDonalds would jeopardize its brand image and values, if they would adapt local needs the contrary applies for JFC.The flatter organizational structure allowed JFC to respond to market changes more quickly. In addition being closer to the market as well as better connected (Many franchisees were friends of Tan family) helped JFC to establish themselves better.JFCs managers knew that offering tasty hamburgers were not sufficient. They took the initiative to replicate and improve the McDonalds operating structure so that Jollibee became more competitive at store level. Lessons learned from the competitor at the early stages of the small food chain enabled it to reduce production time and ensure consistency and cleanliness of its produc ts.The combination of being the first in the market, service with innovative products and opening new and efficient store at good locations allowedJollibee to expand the growing fast food market to new consumers. In addition, Jollibees organizational culture and philosophy summarized by Five Fs (Friendliness, flavorful food, fun atmosphere, flexibility in catering customer needs and focus on families) sustained the competitive advantage against competitors by enhancing the customer experience and optimizing processes to keep costs low and quality high.

Dr. Jonas Salk Polio Vaccine

Dr. Jonas Salk Polio Vaccine Dr. Jonas Salk Polio Vaccine Polio in the 1950s has Ameri evict parents in fear and anxiety due to thousands of children were become infected with a crippling disease Poliomyelitis (polio). Polio is a disease caused by infections of the poliovirus, which can affect nerves and can leads to a partial or full paralysis. It is an inflammation of the spinal cords gray matter and can sometimes extend into the brainstem. Now thanks to Dr. Salk most children in the U. S get this Polio Vaccine along with many other vaccination shots as children to prevent this from procuring.In New York City in 1914 Russian-Jewish immigrant couples were happy to be blessed with a happy healthy boy names Jonas Salk. His parents had little educational accent moreover they were determined to make sure that there kids succeed and do well. Dr. Salk was the first one in his family to go to college his plan was to go into law but then switched to medical science. While at New York Univ ersity Dr. Salk was invited to spend a year look intoing influenzas. Dr. Salk joined his mentor Dr. Thomas Francis, as a research fellow at the University of Michigan.There, he worked to educate an influenza vaccinum In 1947 was appointed to the University of Pittsburgh Medical School and saw a golden opportunity to develop a vaccine against polio and devoted his work to it for the next 8years. In 1948 Dr. Salk in like mannerk the techniques that he had learned from the past with working with influenzas and the principle of vaccinations that if the bod is artificially clear to a harmless form of the disease virus, the body will produce antibodies that resist or kill dangerous form of the virus if later exposed. account statement of Jonas Salk. Salk impart About Salk History of Salk About Jonas Salk. Salk Institute for Biological Studies). Most of the support he got was from National Foundation for Infantile Paralysis and later became cognise as the March of Dimes. The fo under of this organization was Former presidents Franklin D. Roosevelt who himself had Polio. In 1952 Dr. Salk and his team developed what they considered to be a safe potential polio vaccine. The vaccine was given(p) to volunteers who had not had polio Dr.Salk laboratory staff, his kids and wife all volunteered and had no bad reactions to the vaccine. Then they tested in on a group of children at Watson home plate for Crippled children located near Pittsburgh. One million kids between 6 and 9 half received the vaccine the other half got a placebo. On April 12, 1955 at the University of Michigan they announced that the vaccine had proven to be safe and effective. A year later they continued to improve it and began to work with a pharmaceutic company to scale it for a clinical trial and commercial manufacture.Dr. Salk spent most of the last 1950s refining the vaccine and working on the scientific principles behind the researchers and by 1960 Dr. Salk was ready to move on and create a community of researchers to expand and work on other things too including Multiple sclerosis, and autoimmune disease , cancer immunology improving manufacture and standardization of killed polio vaccine and then eventually AIDS. The average number of polio cases in the US was more than 45,000 but by 1962 it was only 910. Dr.Salk never received any money for his discovery. A few year later a vaccine made from live polio virus was developed which could be administered orally Dr. Salks originally vaccine had to be injected. Dr. Salk last years were spent scrutinizing for a vaccine against AIDS Dr. Salk passed away on June 23, 1995 at the age of 80. A memorial at the Institute with a statement from Salk captures his vision anticipate lies in dreams, in imagination and in the courage of those who dare to make dreams into reality. Work cited 1. Jonas Salk Biography. Academy of Achievement. N. p. , 05 Feb. 2005. Web. 24 Jan. 2013. http//www. achievement. org/autodoc/page/sal0bio-1 2. Jonas Salk 1914 1995. PBS. PBS, n. d. Web. 24 Jan. 2013. http//www. pbs. org/wgbh/aso/databank/entries/bmsalk. html 3. History of Jonas Salk. Salk Institute About Salk History of Salk About Jonas Salk. Salk Institute for Biological Studies, n. d. Web. 28 Jan. 2013. http//www. salk. edu/about/jonas_salk. html

Vygotskys Social Development Theory Education Essay

The following attack examined was category administration, as students were grouped by ability. The Red group reflected higher ability, this included peasant X, Yellow , in-between ability and Green , lower ability. All were taught stuff with similar academic content but at a gait and profoundness that reflected the varying abilities. This distinction allowed to react to the cognitive difference of where the pupil was, to where the pupil needed to be, a construct which chiefly derived from Vygotsky s Social Development possibility ( Vygotsky 1962, citied in Daniels, 2005 p127 ) . To put this theory in school context, the instructor would try to embrace the spread between the jolly s current degree of acquisition and comparison against the developmental result when supported by an grownup.For illustration, during a phonics session, the green group were given a undertaking related to the ch sound, whereas Child X and the carmine group were given this, in add-on to the ture s ound. This undertaking alteration model accommodated and extended the higher ability degrees, leting this to be an effectual pedagogical method in maximizing the acquisition procedure. This process has been found to assist pupils go focussed as independent scholars, as the course of study has been tailored to let the cat disclose of the bagle coherent demands, instead than a one-size tantrums all attack ( Carolan and Guinn p44, 2007 ) .On the other manus, the school s assorted ability process can besides impede go past intoing the kid s rational demands. For illustration, in a maths session, the figure bond turn tail sheets provided to the green and xanthous groups concentrated on basic accomplishments and geminate which meant cognitive demands were low and did non stretch middle-ability students. The above activities allowed few chances for treatment and did non advance analysis or creativeness. An article by Jessica Shepard, ( The Guardian online, 2012 ) even suggested that this signifier of sort out exacerbates unfairnesss with Kate Aspin from the TES Online Magazine ( 2010 ) besides adding that efficaciously rearing distinction into pattern may be one of the greatest challenges in the NQT twelvemonth. Despite the latter remark, which is of personal relevancy as a possible Newly Qualified Teacher, this school s method did inform that to force all kids to command of content, they need to be pushed at polar rates, based on single strengths.However, for those who did happen the activities disputing, peer support was offered. For illustration, with the phonics undertaking, Child X had completed her activity, she sat with the EAL kid and explained the undertaking utilizing her personal methods. She made genuine her spouse was remaining on-task, enjoyed more duties and the EAL kid was bettering academically. This pattern is supported through with(predicate) Rose ( 2010, p257 ) , who suggested it was good to redistribute accomplishments and abilities and partner offing high-performing students with those fighting in category. Associating backward to Maslow s Hierarchy of Needs ( 1970 ) , every bit good as physiological, safety and self-esteem demands, societal demands had to be met. This method allowed kids to do friends and improved societal accomplishments, which are imperative before self-actualization can be achieved. Evidence besides suggests that vulnerable kids and benefit most from interlock ( Farrell, 2000 ) . Hence in this context, the chance to be a equal protagonist besides allowed to advance inclusion. For future mention, it appears peer support methods would be an effectual educational technique to turn to holistic demands through instruction, mediation and hearing.The school besides offered umteen extracurricular commissariats such as art, ICT accomplishments, football and badminton. Child X was portion of the badminton squad and there were presently treatments sing coaction with partnership schools through the community Successful Holistic Innovative Nurturing Education ( SHINE ) Scheme. This scheme gave tame A the inducements needed to work in partnership with other schools, to enable every student s endowments to be developed within the local community. Child X was excited to non merely compete against other schools, but besides had friends within them. This strategy initiated several characteristics that are straight linked to positive kid development. These included, regular engagement agendas, accent on accomplishment development, and engagement in meaningful interaction.Eccles and Gootman ( 2002 ) besides found that through local school community enterprises, kids learn how to research and act upon in the beingness environing them. This suggested that School A s after school plans possessed the power to advance general wellness and health of kids by maintaining them active, therefore supplying decided chances for growing and development.These enterprises besides encouraged par ental engagement and continually invited parents to go to. When questioning with Child X as to whether her parents of all time visited, she articulated that her parents and many other parents neer got involved as they tended to be busy . One set of barriers to rear engagement related to logistical restraints of clip, money, conveyance or kid attention. But it has besides been found that because parents in lower-socioeconomic households frequently have fewer old ages of instruction themselves and potentially harbour more negative experiences with schools ( Lareau and Horvat, 1999 ) .An component that School A should so hold considered, was that research has systematically shown that parental engagement in kids s instruction makes a positive difference to pupils accomplishment. Parental engagement with kids from an early age has been found to compare with better results in footings of cognitive development and societal development more than parental business, instruction or income ( sylva et al 2004 ) .Therefore, peculiarly for School A, plans and policies designed to advance parental school engagement in deprived communities in the hereafter may turn out effectual in supplying a sense of coaction for the kid. However, being sensitive to each community s alone barriers and resources is besides of import for set uping and keeping effectual coactions between the single kid, their households and schools.In drumhead, the finest developmental surroundings for a kid consists of academic sweetening, infused with chances for physical, cognitive, societal, and emotional growing. The attacks of School A showed that through musing of a diverse context, pupils developed a greater understanding into their ain values and beliefs about teaching method. The school helped toward an apprehension that holistic demands of a kid can be met if schools create an ethos and conditions that support positive behavior for acquisition and for successful relationships. In add-on, they mus t supply an emotionally secure and safe surroundings and where appropriate, promote parental and community engagement. Traveling frontward, more attending demands to be paid to these non-cognitive results, such as kids s wellbeing. For best pattern as a trainee instructor, the most important facets acquired for my personal development would be to try to promote regard, aid pupils find strengths in each other, develop consistence and support pupils to work for their personal best. After all, Every Child Matters.

8 Key Element for a Business Model

E- trading commercial enterprise. techno poundy. society. E- mer buttockstilism E commerce Business. applied science. Society gy y KennethC. Laudon Copyright 2011 Pearson Education, Ltd. Chapter 5 BusinessModelsforE? commerce Copyright 2007Pearson Education, Ltd. 2011 Pearson Education, Inc. veer 1-2 E-commerce Business Models Business exercise d l Setofplannedactivitiesdesignedto outcomeina Set of planned activities designed to result in a profitinamarketplace Businessplan Describesa unfaltering sbusinessmodel Describes a devoteds business modelE commercebusinessmodel E? commerce business model offices/leverages whimsicalqualitiesof cyberspaceand mesh W b coast 2-3 8 Key Elements of Business Model 1. 2. 3. 4. 5. 6. 7. 8. cherishproposition impose revenuemodel grocery storeopportunity foodstuff opportunity competitoryenvironment Competitive honour Marketst ordergy Market strategy Organizational ripening Managementteam slither 2-4 1. respect Proposition Whyshouldthec ustomer getfromyou? h h ld h b f ? Successfule? ommerce tax S f l l propositions Personalization/customization Reductionofproductsearch, damagediscoverycosts Facilitationoftransactionsbymanagingproduct voice communication parachute 2-5 2. revenue enhancement Model How volitionthe rigidearnrevenue,generate p profits,and bringasuperiorreturnon p p investedcapital? Majortypes publicizingrevenuemodel g Subscriptionrevenuemodel actionfeerevenuemodel Transaction fee revenue model gross salesrevenuemodel colligaterevenuemodel sheer 2-6 3. Market Opportunity Whatmarketspacedoyouint turn backto h k d d serveandwhatisitssize?MarketspaceAreaofactualorpotentialcommercialvalue inwhich phonerintendstooperate in which company intends to operate RealisticmarketopportunityDefinedbyrevenue potentialin apiecemarketnicheinwhichcompanyhopesto potential in each market niche in which company hopes to compete Marketopportunitytypic anyydividedinto M k t t it t i ll di id d i t sm anyerniches swerv e 2-7 4. Competitive Environment Whoelseoccupiesyour mean h l d d marketspace? p otherwisecompanies interchangesimilarproductsinthesame marketspace Includesboth demandandindirectcompetitors Influencedby Influenced byNumberandsizeofactivecompetitors Eachcompetitor smarketsh be Each competitors market sh be Competitorsprofitability Competitors set Competitorspricing slide 2-8 5. Competitive Advantage Achievedwhenfirm h d h f Producessuperiorproductor Produces superior product or Canbringproducttomarketatlower charge thancompetitors th tit Importantconcepts p p Asymmetries First? moveradvantage Fi t d t Unfaircompetitiveadvantage Leverage drop off 2-9 6. Market Strategy Howdoyouplantopromoteyour productsorservicetoattractyour products or work to attract your target earreach?Detailshowacompanyintendstoentermarket andattractcustomers Bestbusinessconceptswillfailif nonproperly marketedtopotentialcustomers k d i l sliding board 2-10 7. Organizational Development Whattypesoforganizatio nalstructures withinthefirm arnecessarytocarryout within the firm are necessary to carry out thebusinessplan? Describeshowfirmwillorganize trifle Typicallydividedintofunctionaldepartments Ascompanygrows,hiringmovesfromgeneraliststo As company grows hiring moves from generalists to specialists curve 2-11 8.Management Team Whatkindsofexperiencesand backgroundare authorizedforthe background are important for the companysleadersto invite? Employeesareresponsibleformakingthebusinessmodel work Strongmanagementteamgivesinstant crediblenessto outsideinvestors Strongmanagementteammay nonbe competenttosalvagea weakbusinessmodel,butshouldbeabletochangethe modelandredefinethebusinessasitbecomesnecessary Slide 2-12 Insight on Business Online Grocers Finding and Executing the Right Model g g Class intelligence Slide 2-13 Categorizing E-commerce Business ModelsNoonecorrectway Wecategorizebusinessmodelsaccordingto We categorize business models according to E? commercesector(B2C,B2B,C2C) Typeofe? commercetechnologyi. e. m? commerce Type of e commerce technology i e m commerce Similarbusinessmodelsappearin more thanthan onesector Somecompanies work of goods and services tenfoldbusiness Some companies practise multiple business modelse. g. eBay Slide 2-14 B2C Business Models Portal Searchplusanintegratedpackageofcontent andservices Revenuemodels d l Advertising,referralfees,transactionfees,subscriptions g p VariationsHorizontal/ ecumenical Vertical/Specialized(Vortal) Vertical / Specialized (Vortal) PureSearch Slide 2-15 Insight on Technology Can Bing echo Google? Class Discussion Slide 2-16 B2C Models E-tailer Onlineversionoftraditionalretailer RevenuemodelSales Variations Virtual merchandiser Virtual merchant Bricks? and? clicks Catalogmerchant C t l h t Manufacturer? direct Lowbarriersto launch Slide 2-17 B2C Models Content Provider Digitalcontentonthe vane News,music,video Revenuemodels Revenue models Subscriptionpayperd avouchload(micropayment) advertisementaffiliater eferralfees VariationsContentowners Syndication S di i weaveaggregators Slide 2-18 B2C Models Transaction ingredient procedureonlinetransactionsforconsumers ancientvaluepropositionsaving snipandmoney Revenuemodel R d l Transactionfees Industries exploitationthismodel Financialservices Travelservices Job locationservices Slide 2-19 B2C Models Market Creator Createdigitalenvironmentwherebuyers andsellers micklemeetandtransact Examples Priceline eBay y RevenuemodelTransactionfees Revenue model Transaction fees Slide 2-20 B2C Models benefit Provider Onlineservices e. g. GoogleGoogleMaps,Gmail,etc. mensurateproposition Value propositionValuable,convenient,time? saving,low? costalternativesto traditionalserviceproviders t diti l i id Revenuemodels Revenue models Salesofservices,subscriptionfees,advertising,salesof trade entropy trade data Slide 2-21 B2C Models Community Provider Provideonlineenvironment( complaisant ne bothrk)wherepeoplewithsimilar interests squeeze outtransact,s harecontent,and , , communicate E. g. Facebook,MySpace,LinkedIn,Twitter Revenuemodels R d l Typicallyhybrid,combiningadvertising, subscriptions,sales,transactionfees,affiliatefees Slide 2-22 B2B Business Models lastmarketplaces E? istributor E procurement E? procurement Exchange Industryconsortium Industry consortium Privateindustrialnetwork Private industrial network Singlefirm Industry? spacious Industry huge Slide 2-23 B2B Models E-distributor Versionofretailandwholesalestore, , MROgoodsandindirectgoods Ownedbyonecompanyseekingtoserve galore(postnominal)customers RevenuemodelSalesofgoods ExampleGrainger. com Slide 2-24 B2B Models E-procurement Createsdigitalmarketswhere participantstransactforindirectgoods B2Bserviceproviders,applicationserviceproviders(ASPs) B2B service providers application service providers (ASPs)Revenuemodel advantagefees,supply? chainmanagement,fulfillment services ExampleAriba Slide 2-25 B2B Models Exchanges Independentlyownedverticaldigital p y g mar ketplacefordirectinputs RevenuemodelTransaction,commissionfees Revenue model Transaction commission fees C eate po e u co pet t o bet ee Create supplyfulcompetition among suppliers Tendtoforcesuppliersintopowerfulprice T d f li i f l i competitionnumberofexchangeshas droppeddramatically d dd ll Slide 2-26 B2B Models Industry Consortia Industry? wnedverticaldigitalmarketplace opento call forsuppliers Moresuccessfulthanexchanges More successful than exchanges Sponsoredbypowerful applicationplayers Strengthentraditionalpurchasingbehavior RevenuemodelTransaction,commissionfees R d l T ti i i f ExampleExostar Example Exostar Slide 2-27 Private Industrial Networks Designedtocoordinate comeofcommunication amongfirmsengagedinbusinesstogether fi di b i h Electronicdatainterchange(EDI) Singlefirmnetworks Most roughhewn take a crap M t f ExampleWal? MartsnetworkforsuppliersIndustry? widenetworks Often take onoutofindustryassociations Often evolve out of industry associations ExampleAgentrics Slide 2-28 Other E-commerce Business Models Consumer? to? consumer(C2C) eBay,Craigslist Peer? to? peer(P2P) Peer to peer (P2P) ThePirateBay,Cloudmark M? commerce Technology political platformcontinuestoevolve Technology platform continues to evolve iPhone,smartphonesenergizinginterestinm? commerce pp apps Slide 2-29 Insight on Society Where R U? Not Here Class Discussion Slide 2-30 E-commerce Enablers Gold Rush ModelE? commerceinfrastructurecompanies p haveprofitedthemost Hardware,software,networking,security E? commercesoftwaresystems,paymentsystems Mediasolutions,performanceenhancement CRMsoftware CRM software databases Hostingservices,etc. Slide 2-31 How network & sack Change Business E? commercechangesindustrystructure g y bychanging Basisofcompetitionamongrivals Barrierstoentry y Threatofnewsubstituteproducts Strengthofsuppliers Bargainingpowerofbuyers Bargaining power of buyers Slide 2-32 Industry Value ChainsSetofactivitiesperformedbysuppliers, manufacturers,transporters,d istributors,and f di ib d retailersthattransformrawinputsintofinal productsandservices Internetreducescostof nurtureand Internet reduces cost of information and othertransactionalcosts Leadstogreateroperationalefficiencies, loweringcost,prices,addingvaluefor lowering cost prices adding value for customers Slide 2-33 E-commerce & Industry Value Chains see to it5. 4 Slide 2-34 Firm Value Chains Activitiesthatafirmengagesintocreate inalproductsfromrawinputs Eachstepaddsvalue EffectofInternet Eff fI Increasesoperationalefficiency p y Enablesproductdifferentiation Enables finespuncoordinationofstepsinchain E bl i di ti f t i h i Slide 2-35 E-commerce & Firm Value Chains see to it5. 5 Slide 2-36 Firm Value webs Networkedbusinessecosystem UsesInternettechnologytocoordinatethe valuechainsofbusinesspartners l h i fb i Coordinatesafirmssupplierswithitsown C di t fi li ith it productionneedsusinganInternet? ground supplychainmanagementsystemSlide 2-37 Internet-Enabled Value Web bl d l b F igure5. 6 Slide 2-38 Business Strategy Planforachievingsuperiorlong? term returnsonthecapitalinvestedina businessfirm business firm FourGenericStrategies 1. antitheticiation 2. Cost 3. Scope 4. 4 Focus Slide 2-39 Chapter 6 E-commerce trade Copyright 2010 Pearson Education, Ltd. 2011 Pearson Education, Inc. Slide 6-40 Netflix N fli Strengthens and Defends Its Brand Class Discussion Slide 6-41 Consumers Online Internet Audience & Consumer Behavior Around70%(82million)U. S. ouseholdshave Around 70% (82 million) U S households have Internetaccessin2010 Growthratehasslowed Intensityandscopeofusebothincreasing d f b h Somedemographicgroupshavemuchhigher Some demographic groups have much higher percentagesofonlineusagethanothers Gender,age,ethnicity,communitytype,income,education Slide 6-42 Consumers Online Internet Audience & Consumer Behavior Broadbandaudiencevs. dial? upaudience Purchasingbehavioraffectedby neighborhood Lifestyleandsociologicalimpacts UseofInternetbychildren,teens Us eofInternetassubstituteforother friendlyactivitiesMediachoices TraditionalmediacompeteswithInternetforattention Traditional media competes with Internet for attention Slide 6-43 Consumer Behavior Models Studyofconsumerbehavior favorablescience Attemptstoexplainwhatconsumerspurchase Attempts to explain what consumers purchase andwhere,when,howmuchandwhytheybuy Consumerbehaviormodels Predictwiderangeofconsumerdecisions Predict wide range of consumer decisions Basedonbackgrounddemographicfactorsand otherintervening,moreimmediatevariables h i i i di i bl Slide 6-44 General Model of Consumer Behavior Figure6. Slide 6-45 Background Demographic Factors CultureBroadestimpact Subculture(ethnicity,age,lifestyle,geography) S b lt ( th i it lif t l h ) Social Referencegroups Directreferencegroups g p Indirectreferencegroups Opinionleaders(viralinfluencers) Lifestylegroups f l Psychological Psychologicalprofiles Slide 6-46 Online Purchasing Decision Psychographicresearch Combinesdemographicandp sychologicaldata Combines demographic and psychological data Dividesmarketintogroups foundonsocialclass,lifestyle, and/orpersonalitycharacteristics and/or personality characteristicsFivestagesintheconsumerdecisionprocess 1. 2. 3. 4. 5. Awarenessofneed Searchformoreinformation evaluationofalternatives Actualpurchasedecision Actual purchase decision Post? purchasecontactwithfirm Slide 6-47 Consumer D i i C Decision Process & P Supporting Communications Figure6. 3 Slide 6-48 Model of Online Consumer Behavior Decisionprocesssimilarforonlineandoffline behavior Generalonlinebehaviormodel Consumerskills Productcharacteristics Attitudestowardonlinepurchasing Perceptions or socontroloverWebenvironment p Web sitefeaturesClickstreambehaviorTransactionlogfor Clickstream behavior Transaction log for consumerfromsearchenginetopurchase Slide 6-49 Model of Online Consumer Behavior Figure6. 4 Slide 6-50 Model of Online Consumer Behavior Clickstreamfactors take on Numberofdayssincelastvisit Number o f days since last visit Speedofclickstreambehavior Numberofproductsviewedduringlastvisit b f d i dd i l ii Numberof knavesviewed Supplyingpersonalinformation Numberofdayssincelastpurchase Numberof medievalpurchasesClickstream merchandise Clickstream marketing Slide 6-51 Shoppers Browsers & Buyers Shoppers87%ofInternetsubstance abusers 72%buyers 72% buyers 16%browsers(purchaseoffline) cardinal? thirdofflineretailpurchasesinfluencedby O thi d ffli t il h i fl db onlineactivities Online affairalsoinfluencedbyofflinebrandsand shopping pp g E? commerceandtraditionalcommerceare twin partofacontinuumofconsumingbehavior part of a continuum of consuming behavior Slide 6-52 Online Shoppers & Buyers Figure6. 5 Slide 6-53What Consumers Shop & Buy Online bouffantticketitems($500plus) Travel,computerhardware,consumerelectronics Expanding Consumersmoreconfidentinpurchasingcostlieritems Smallticketitems($100orless) ($ ) Apparel,books,officesupplies,software,etc. SoldbyfirstmoversonWeb Sold by fir st movers on Web Physicallysmallitems Highmarginitems Broadselectionofproducts operational Slide 6-54 What Consumers Buy Online Figure6. 6 Slide 6-55 Intentional Acts How Shoppers Find Vendors Online pp Searchengines(59%) S h i (59%) CouponWebsites(29%) Coupon Web sites (29%) Comparisonshoppingsites(27%) E? ailnewsletters(25%) Onlineshoppersarehighlyintentional, lookingforspecificproducts,companies, services Slide 6-56 Table6. 6 Slide 6-57 Trust, Utility, Opportunism in Online Markets Twomostimportantfactorsshapingdecision Two most important factors shaping decision topurchaseonline Utility U ili Betterprices,convenience, facilitate Trust Asymmetryofinformation roll in the hayleadtoopportunistic behaviorbysellers Sellerscandeveloptrustby buildingstrongreputations forhonesty,fairness,delivery Slide 6-58 Basic trade Concepts merchandisingStrategiesandactionstoestablishrelationship Strategies and actions to establish relationship withconsumerandencouragepurchasesof p productsandservic es Addressescompetitivesituationofindustriesand firms Seekstocreateunique,highly separate productsorservicesthatareproducedorsupplied byonetrustedfirm Unmatchablefeatureset Avoidanceofbecomingcommodity Slide 6-59 Feature Sets Threelevelsofproductorservice 1. Coreproduct e. g. cellphone g p 2. Actualproduct Characteristicsthatdeliver nerve centrebenefits Ch t i ti th t d li b fit e. g. widescreenthatconnectstoInternet 3. AugmentedproductAdditionalbenefits Basisforbuildingtheproductsbrand e. g. productwarranty Slide 6-60 Feature Set Figure6. 7 Slide 6-61 Products, Brands & Branding Process Brand Expectationsconsumershavewhenconsuming,or thinkingaboutconsuming,aspecificproduct MostimportantexpectationsQuality,reliability, Most important expectations Quality reliability consistency,trust,affection,loyalty,reputation BrandingProcessofbrandcreation Branding Process of brand creation Closedloopmarketing Brandstrategy Brandequity Brand eq it Slide 6-62 Marketing A ti iti M k ti Activities F rom Products to Brands Figure6. 8Slide 6-63 STP Segmenting, Targeting, Positioning Majorwaysusedtosegment,targetcustomers 1. 2. 3. 4. 5. 6. behavioural B h i l Demographic Psychographic h hi expert Contextual Search Withinsegment,productispositioned andbrandedas aunique,high? valueproduct, particularlysuitedto q g p p y needsofsegmentcustomers Slide 6-64 Are Brands Rational? Forconsumers,a ableyes Brandsintroducemarketefficiencybyreducingsearchand decision? makingcosts Forbusinessfirms,adefiniteyes Amajor addressofrevenue Lowercustomeracquisitioncost Increasedcustomerretention Successfulbrandconstitutesalong? asting(thoughnot necessarilypermanent)inequitablecompetitiveadvantage Slide 6-65 Can Brands Survive Internet? Brands & Price Dispersion p Earlypostulation LawofOnePrice endofbrands Early postulation Law of One Price end of brands Instead Consumersstillpaypremiumpricesfordifferentiated products E? commercefirmsrely severelyonbrandstoattract customersandchargepremiumprices Subs tantialpricedispersion Largedifferencesinpricesensitivityforsameproduct Large differences in price sensitivity for same product Libraryeffect Slide 6-66Revolution in Internet Marketing Technology Threebroadimpacts Scopeofmarketingcommunicationsbroadened Richnessofmarketingcommunications adjoind g Informationintensityofmarketplaceexpanded Internetmarketingtechnologies Internet marketing technologies Webtransactionlogs CookiesandWebbugs Cookies and Web bugs Databases,datawarehouses,datamining Advertisingnetworks Customerrelationshipmanagementsystems Slide 6-67 Web Transaction LogsBuiltintoWeb bonifacesoftware RecorduseractivityatWebsite y WebtrendsLeadingloganalysistool Providesmuchmarketingdata,especially Provides much marketing data especially combinedwith Registrationforms R i i f Shoppingcartdatabase Answersquestions suchas Whataremajorpatternsofinterestandpurchase? Afterhomepage,wheredousersgofirst? Second? Slide 6-68 Cookies & Web Bugs Cookies SmalltextfileWebsitesplaceonvisitor sPCeverytime theyvisit,asspecificpagesareaccessed ProvideWebmarketerswithveryquick instrumentof identifyingcustomerandunderstandingpriorbehavior FlashcookiesWebbugs Tiny(1pixel)graphics plantine mailandWebsites Tiny (1 pixel) graphics embedded in e? mail and Web sites Usedtoautomaticallytransmitinformationaboutuserand page being viewed to monitoring server pagebeingviewedtomonitoringserver Slide 6-69 Insight on Society g y Every Move You Make, Every Click You Make, Well Be trailing You , g Class Discussion Slide 6-70 Databases DatabaseStoresrecordsandattributes Databasemanagementsystem(DBMS) Softwareusedtocreate,maintain,andaccessdatabasesSQL(StructuredQueryLanguage) Industry? standarddatabasequeryandmanipulation wordingusedin y q y p g g arelationaldatabase Relationaldatabase Representsdataastwo? dimensionaltableswithrecords organizedin rowsandattributesincolumnsdatawithindifferenttablescanbe flexiblyrelatedaslongasthetablesshareacommondataelement flexibly related as long as the ta bles share a common data element Slide 6-71 Relational Database survey of E-commerce Customers Figure6. 12 Slide 6-72 Data Warehouses & Data dig DatawarehouseCollectsfirm stransactionalandcustomerdatainsingle Collects firms transactional and customer data in single locationforofflineanalysisbymarketersandsite managers Datamining Analyticaltechniquestofindpatternsindata,model Analytical techniques to find patterns in data model behaviorofcustomers,developcustomerprofiles Query? drivendatamining Query driven data mining Model? drivendatamining Rule? baseddatamining l b dd Collaborativefiltering Slide 6-73 Data Mining & Personalization Figure6. 13 Slide 6-74 Insight on TechnologyThe Long T il Big Hits and Big Misses Th L Tail Bi Hi d Bi Mi Class Discussion Slide 6-75 Customer Relationship Management ( (CRM) Systems ) y Recordallcontactthatcustomerhaswithfirm Generatescustomerprofileavailabletoeveryonein firmwithneedtoknowthecustomer fi ith d t k th t Customer profiles can contain us tomerprofilescancontain Mapofthecustomersrelationshipwiththefirm Productandusagesummarydata Demographicandpsychographicdata positivenessmeasures Contacthistory Contact history Marketingandsalesinformation Slide 6-76Customer Relationship Management System Figure6. 14 Slide 6-77 Market Entry Strategies Figure6. 15 Slide 6-78 Establishing Customer Relationship AdvertisingNetworks Banneradvertisements Adserverselectsappropriate standardadbasedon Ad server selects appropriate banner ad based on cookies,Webbugs,backenduserprofile databases authoritymarketing Permission marketing Affiliatemarketing g Slide 6-79 How Advertising Network utilisations e. g. , DoubleClick Figure6. 16 Slide 6-80 Establishing Customer Relationship (contd) ViralmarketingGettingcustomerstopassalongcompanysmarketing messagetofriends,family,andcolleagues Blogmarketing Usingblogstomarketgoods by means ofcommentaryand U i bl k d h h d advertising Socialnetworkmarketing,socialshopping Mobilemarketing Mobile marketing Slide 6-81 Insight on Business Social Network Marketing Lets Buy Together Class Discussion Slide 6-82 Establishing Customer Relationship (contd) Wisdomofcrowds(Surowiecki,2004) ( , ) Largeaggregatesproduce mendestimatesandjudgments Examples E l Predictionmarkets Folksonomies Socialtagging Social taggingBrandleveraging Slide 6-83 Customer Retention Strengthening Customer Relationship p Massmarketing Mass marketing Directmarketing Micromarketing Micromarketing Personalized,one? to? onemarketing Segmentingmarketonpreciseandtimelyunderstandingof Segmenting market on precise and timely understanding of individualsneeds Targetingspecificmarketingmessagestotheseindividuals Positioningproductvis? a? viscompetitorstobetrulyunique Personalization Canincreaseconsumerssenseofcontrol,freedom Canalsoresultinunwantedoffersorreducedanonymity Slide 6-84Mass Market-Personalization Continuum Figure6. 17 Slide 6-85 Other Customer Retention Marketing Technics Customization Customerco? production Transa ctivecontent Combinetraditionalcontentwithdynamicinformation tailoredtoeachusersprofile Customerservice FAQs Q Real? timecustomerservicechatsystems Automatedresponsesystems Automated response systems Slide 6-86 Net Pricing Strategies Pricing Integralpartofmarketingstrategy I t l t f k ti t t Traditionallybasedon Fixedcost Variablecosts Demandcurve Pricediscrimination Price discriminationSellingproductstodifferentpeopleandgroups basedonwillingnesstopay Slide 6-87 Net Pricing Strategies (contd) Freeandfreemium Canbeusedtobuildmarketawareness Versioning Creatingmultipleversionsofproductandselling essentiallysameproducttodifferentmarketsegments atdifferentprices at different prices Bundling Offersconsumerstwoormoregoodsforoneprice Off t d f i Dynamicpricing Auctions Yieldmanagement Slide 6-88 Channel Management Strategies Channels Differentmethodsbywhichgoodscanbedistributedand exchangeChannel difference Whennewvenueforsellingproductsorservicesthreatens gp ordestroysexistingsalesvenues E. g. onlineairline/travelservicesandtraditionaloffline travelagencies Somemanufacturersareusingpartnership gp p modeltoavoid lineconflict Slide 6-89 Chapter 7 E-commerce Marketing Communications Chapter 7 E-commerce Advertising Copyright 2010 Pearson Education, Ltd. 2011 Pearson Education, Inc. Slide 7-90 Video Ads Shoot, Click, Buy Class Discussion Slide 7-91 Marketing Communications TwomainpurposesSales promotionalsalescommunications Branding b di B di brandingcommunications i i Onlinemarketingcommunications Online marketing communications Takesmanyforms Onlineads,e? mail,publicrelations,Web sites Slide 7-92 Online Advertising li d i i $25billion,15%ofalladvertising Advantages Internetiswhereaudienceismoving g Adtargeting Greateropportunitiesforinteractivity Greater opportunities for interactivity Disadvantages Costversusbenefit Howtoadequatelymeasureresults Supplyofgoodvenuestodisplayads Slide 7-93 Online Advertising from 2002-2014 Figure7. Slide 7-94 Forms of Online Advertise ments Displayads Richmedia Videoads Searchengineadvertising Socialnetwork,blog,andgameadvertising Social network blog and game advertising Sponsorships Referrals(affiliaterelationshipmarketing) E? mailmarketing g Onlinecatalogs Slide 7-95 Display Ads Bannerads RectangularboxlinkingtoadmansWebsite IABguidelines e. g. justbanneris468x60pixels,13K e g Full banner is 468 x 60 pixels 13K toss off? upads Appearwithoutusercallingforthem wind upnegativeconsumersentiment g Twiceaseffectiveasnormalbannerads Pop? nderadsOpenbeneathbrowserwindow Pop under ads Open beneath browser window Slide 7-96 Rich Media Ads UseFlash,DHTML,Java,JavaScript About7%ofallonlineadvertisingexpenditures Tendtobemoreaboutbranding d b b b di Boostbrandawarenessby10% Boost brand awareness by 10% IABstandardslimitlength Interstitials Superstitials Slide 7-97 Video Ads Fastestgrowingformofonlineadvertisement IABstandards Linearvideoad Non? linearvideoad In? bannervideoad In? textvideoad Ad placement Advertisingnetwo rks Advertisingexchanges BannerswappingSlide 7-98 Search railway locomotive Advertising h i d i i Almost50%ofonlineadspendingin2010 Types Paidinclusionor array Paid inclusion or rank Inclusioninsearchresults Sponsoredlinkareas p Keywordadvertising e. g. GoogleAdWords e g Google AdWords Networkkeywordadvertising(context advertising) d ii ) e. g. GoogleAdSense Slide 7-99 Search Engine Advertising (contd) Nearlyidealtargetedmarketing Nearly ideal targeted marketing Issues Disclosureofpaidinclusionandplacement practices Clickfraud Adnonsense Slide 7-100 Mobile Advertising HalfofU. S.InternetusersaccessInternet Half of U. S. Internet users access Internet with promptdevices Currentlysmallmarket,butfastest growingplatform(35%) growing platform (35%) GoogleandApplein escapetodevelop Google and Apple in race to develop mobileadvertisingplatform AdMob,iAd Slide 7-101 Sponsorships & Referrals Sponsorships Paidefforttotieadvertiser snameto Paid effort to tie advertisers name to particularinfor mation,event,venueinaway thatreinforcesbrandinpositiveyetnotovertly that reinforces brand in positive yet not overtly commercialmanner ReferralsAffiliaterelationshipmarketing p g Permitsfirmtoputlogoorbanneradon anotherfirmsWebsitefromwhichusersof th fi W b it f hi h f thatsitecanclickthroughtoaffiliatessite Slide 7-102 E-mail Marketing & Spam Explosion Directe? mailmarketing Lowcost,primarycostispurchasingaddresses SpamUnsolicitedcommerciale? mail Spam Unsolicited commercial e mail Approx. 90%ofalle? mail Effortstocontrolspam Technology(filteringsoftware) authoritiesregulation(CAN? SPAMandstatelaws) Voluntaryself? regulationbyindustries(DMA) y g y Volunteerefforts Slide 7-103Percentage of E-mail That Is Spam Figure 7. 6 Slide 7-104 Online Catalogs Equivalentofpaper? basedcatalogs Graphics? intenseuseincreasingwithincrease inbroadbanduse in broadband use Twotypes 1. 2. 2 Full? page riddles,e. g. Landsend. com football fielddisplays,e. g. Amazon Grid displays e g Amazon Ingeneral, onlineandofflinecatalogs complementeachother Slide 7-105 Social Marketing Many? to? manymodel Usesdigitallyenablednetworkstospreadads Blogadvertising Blog advertising Onlineadsrelatedtocontentofblogs Socialnetworkadvertising Social network advertisingAdsonMySpace,Facebook,YouTube,etc. racyadvertising G d ti i Downloadableadvergames Placingbrand? nameproductswithingames Slide 7-106 Insight on Society g y Marketing to Children of the Web in the Age of Social Networks g Class Discussion Slide 7-107 Behavioral Targeting Interest? basedadvertising Dataaggregatorsdevelopprofiles Data aggregators develop profiles Searchenginequeries Onlinebrowsinghistory O li b i hi Offlinedata(income,education,etc. ) d Informationsoldto3rd partyadvertisers,whodeliver adsbasedonprofile Adexchanges secrecyconcerns acy co ce s Consumerresistance Slide 7-108Mixing Off-line & Online Marketing Communications g Mostsuccessfulmarketingcampaigns M t f l k ti i incorporatebothonlineandoffline tactical maneuver Of flinemarketing DrivetraffictoWebsites Drive traffic to Web sites Increaseawarenessandbuildbrandequity Consumerbehaviorincreasinglymulti? channel 60%consumersresearchonline in advancebuyingoffline % y g Slide 7-109 Insight on Business g Are the Very Rich Different From You and Me? Class Discussion Slide 7-110 Online Marketing Metrics Lexicon Measuringaudiencesizeormarketshare Impressions I i Click? throughrate(CTR) cipher? hroughrate(VTR) Vi th h t (VTR) Hits Pageviews P i Stickiness(duration) Uniquevisitors Loyalty Reach Recency Slide 7-111 Online Marketing Metrics (contd) Conversionofvisitor Conversion of visitor tocustomer Acquisitionrate q Conversionrate Browse? to? buy? ratio View? to? cartratio Vi t t ti Cartconversionrate Checkoutconversionrate Checkout conversion rate Abandonmentrate Retentionrate Attritionrate E mailmetrics E? mail metrics Openrate spoken languagerate Delivery rate Click? throughrate (e mail) (e? mail) Bounce? backrate Slide 7-112 Online Consumer Purchasin g ModelFigure7. 8 Slide 7-113 How Well Does Online Adv. Work? UltimatelymeasuredbyROIonadcampaign Highestclick? throughratesSearchengineads, Permissione mailcampaigns Permission e? mail campaigns Richmedia,videointeractionrateshigh Onlinechannelscomparefavorablywithtraditional Mostpowerfulmarketingcampaignsusemultiple Most powerful marketing campaigns use multiple channels,includingonline,catalog,TV,radio, newspapers,stores newspapers, stores Slide 7-114 Comparative Returns on Investment Figure7. 9 Slide 7-115 Costs of Online Advertising PricingmodelsBarter Costperthousand(CPM) Costperclick(CPC) Costperaction(CPA) Cost per action (CPA) Onlinerevenuesonly Salescanbedirectlycorrelated Sales can be directly correlated Bothonline/offlinerevenues Offlinepurchasescannotalwaysbedirectlyrelatedtoonline Offli h t l b di tl l t dt li campaign Ingeneral,onlinemarketingmoreexpensiveonCPM In general online marketing more expensive on CPM basis,butmoreeffective Slide 7-116 Web molde Activity Ana lysis b i i i l i Figure7. 10 Slide 7-117 Insight on Technology Its 10 P. M. Do You Know Who Is On Your Web Site? Class Discussion Slide 7-118Web Site as Marketing Communications Tool g Websiteasextendedonlineadvertisement W b i d d li d i DomainnameAnimportantrole Domain name An important role Searchengine optimisation Search engine optimization Searchenginesregistration KeywordsinWebsitedescription K d i W b it d i ti Metatagandpagetitlekeywords Linkstoothersites k h Slide 7-119 Web Site Functionality b i i li Mainfactorsineffectivenessofinterface Utility Easeofuse TopfactorsincredibilityofWebsites Top factors in credibility of Web sites Designlook Informationdesign/structure g / InformationfocusOrganizationisimportantforfirst timeusers,but Organization is important for first? time users but declinesinimportance Information content becomes major factor attracting Informationcontentbecomesmajorfactorattracting furthervisits Slide 7-120 Factors in credibility of Web Sites Figure7. 11 Slide 7-121 Table7. 9 Slide 7-122 Chapter 8 Ethical, Social, and Political Issues in E-commerce E commerce Chapter 8 Ethics, Law, E-commerce Copyright 2010 Pearson Education, Ltd. 2011 Pearson Education, Inc. Slide 8-123 Ethical, Social, Political Issues in E-commerceInternet,likeothertechnologies,can Internet like other technologies can Enablenewcrimes Affectenvironment Threatensocialvalues Costsandbenefitsmustbecarefully considered,especiallywhenthereareno id d i ll h h g g clear? cutlegalorculturalguidelines Slide 8-124 Model for Organizing Issues IssuesraisedbyInternetande? commercecanbeviewedatindividual, social,andpoliticallevels social and political levels Fourmajorcategoriesofissues Four major categories of issues Informationrights Propertyrights Property rights Governance Publicsafetyandwelfare Slide 8-125Moral Dimensions of Internet Society M l Di i f I S i Figure8. 1 Slide 8-126 Basic Ethical Concepts i hi l Ethics Studyofprinciplesusedtodeterminerightandwrongcourses of action Responsibility p y Accountability Liability Lawspermittingindividualsto domesticizedamages Dueprocess Lawsareknown,understood Laws are known understood Abilitytoappealtohigherauthoritiestoensurelawsapplied correctly Slide 8-127 Analyzing Ethical Dilemmas l i hi l il Processforanalyzing estimabledilemmas 1. 2. 3. 3 4. 5. Identifyandclearlydescribethefacts Definetheconflictordilemmaandidentifythe y higher? rdervaluesinvolved Identifythestakeholders Identify the stakeholders Identifytheoptionsthatyoucanreasonably take t k Identifythepotentialconsequencesofyour options Slide 8-128 Candidate Ethical Principles GoldenRule Universalism SlipperySlope CollectiveUtilitarianPrinciple RiskAversion Ri k A i NoFreeLunch TheNewYorkTimesTest TheSocialContractRule Slide 8-129 Privacy & Information Rights Privacy Moralrightofindividualstobeleftalone,free fromsurveillanceorinterferencefromother individualsororganizations Information concealment p y Subsetofprivacy IncludesTheclaimthatcertain informationshouldnotbe collectedatall Theclaimofindividualstocontroltheuseofwhatever h l i f i di id l l h f h informationiscollectedaboutthem Slide 8-130 Privacy & Information Rights (cont. ) Majorethicalissuerelatedtoe? commerce andprivacy d i Underwhatconditionsshouldweinvadethe privacyofothers? Majorsocialissue j Developmentofexpectationsofprivacyand privacynorms privacy norms Majorpoliticalissue Developmentofstatutesthatgovernrelations D l t f t t t th t l ti betweenrecordkeepersandindividuals Slide 8-131 Information Collected at E-commerce SitesDatacollectedincludes Personallyidentifiableinformation(PII) anon.information Anonymous information Typesofdatacollected yp Name,address,phone,e? mail,socialsecurity Bankandcreditaccounts,gender,age,occupation, B k d di d i education Preferencedata,transactiondata,clickstreamdata, browsertype Slide 8-132 Social Networks & Privacy Socialnetworks Encouragesharingpersonaldetails Poseuniquechallengetomaintaining privacy Facebook sBeaconprog ram Facebooks Beacon program Facebook sTermsofServicechange Facebooks Terms of Service change Slide 8-133 Profiling & Behavioral Targeting ProfilingCreationofdigitalimagesthatcharacterizeonlineindividualand groupbehavior Anonymousprofiles A fil Personalprofiles Personal profiles Advertisingnetworks cut throughconsumerandbrowsingbehavioronWeb T k db i b h i W b Dynamically chastenwhatuserseesonscreen Buildandrefreshprofilesofconsumers Googles AdWords program Slide 8-134 Profiling & Behavioral Targeting (contd) Deeppacketinspection Business positioning Webprofilingservesconsumersandbusinesses Increaseseffectivenessofadvertising,subsidizingfree content Enablessensingofdemandfornewproductsandservices CriticsperspectiveUnderminesexpectationofanonymityandprivacy Consumersshow fundamentaloppositiontounregulated collectionofpersonalinformation Enablesweblining Slide 8-135 Internet & Government Invasions of Privacy Variouslawsstrengthenabilityoflawenforcement agenciestomonitorInternetusersw ithout i i I ih knowledgeandsometimeswithoutjudicialoversight CALEA,PATRIOTAct,Cyber credentialEnhancementAct, Homeland bailAct Governmentagenciesarelargestusersofprivate sectorcommercialdatabrokers sector commercial data brokers RetentionbyISPsofuserdataaconcern Slide 8-136Legal shelters InU. S. ,privacyrightsexplicitlygrantedor derivedfrom Constitution Constitution FirstAmendment freedomofspeechandassociation FourthAmendment un conceivablesearchandseizure F th A d t bl h d i FourteenthAmendment dueprocess Specificstatutesandregulations(federaland Specific statutes and regulations (federal and state) Commonlaw Slide 8-137 Informed Consent U. S. firmscangatherandredistribute transactioninformationwithoutindividuals i i f i ih i di id l informedconsent IllegalinEurope Informedconsent Opt? in Opt out Opt? out ManyU. S. ? commercefirmsmerelypublishinformation p practicesaspartofprivacypolicywithoutprovidingfor p p yp y p g anyformofinformedconsent Slide 8-138 FTCs Fair Information Pra ctices Principles FederalTradeCommission Federal Trade Commission Conductsresearchandrecommendslegislationto sexual relation FairInformationPracticePrinciples(1998) Fair Information Practice Principles (1998) Notice/Awareness(Core) Choice/Consent(Core) Choice/Consent (Core) Access/Participation Security Enforcement Guidelines,notlaws Guidelines not laws Slide 8-139 FTCs Fair Information Practice PrinciplesNotice/Awareness i / Sitesmustdiscloseinformationpracticesbeforecollectingdata. Includes Sit t di l i f ti ti b f ll ti d t I l d acknowledgmentofcollector,usesofdata,otherrecipientsofdata, constitutionof collection(active/inactive),voluntaryorrequired,consequencesofrefusal,and stepstakentoprotectconfidentiality,integrity,andqualityofthedata Choice/Consent Theremustbeachoiceregimeinplaceallowingconsumerstochoosehow theirinformationwillbeusedforsecondarypurposesotherthansupporting thetransaction,includinginternaluseandtransfertothirdparties.Opt? in/Opt? outmustbeavailable. Consumer sshouldbeabletoreviewandcontesttheaccuracyand completenessofdatacollectedabouttheminatimely,inexpensiveprocess. Access/Participation ccess/ a c pa o Security y Enforcement Datacollectorsmusttakereasonablestepstoassurethatconsumer informationisaccurateandsecurefromunauthorizeduse. Theremustbeinplacea utensiltoenforceFIP principles. Thiscaninvolveself? regulation,legislationgivingconsumerslegal remediesforviolations,orfederalstatutesandregulation. di f i l ti f d l t t t d l ti Slide 8-140FTC Recommendations Online Profiling Principle p Notice Recommendation Completetransparencytouserbyprovidingdisclosureandchoiceoptions onthehostWebsite. RobustnoticeforPII(time/placeofcollection beforecollectionbegins). Clearandconspicuousnoticefornon PII. beforecollectionbegins). Clearandconspicuousnoticefornon? PII. Opt? inforPII,opt? outfornon? PII. Noconversionofnon? PIItoPIIwithout consent. Opt? outfromanyorallnetworkadvertisersfromasinglepage consent Opt out from any or all network advertisers from a single page providedbythehostWebsite.Reasonableprovisionstoallowinspectionandcorrection. Reasonableeffortstosecureinformationfromloss,misuse,orimproper access. Donebyindependentthirdparties,suchas impressionprogramsandaccounting Done by independent third parties such as seal programs and accounting firms. medicaltopics,sexualbehaviororsexualorientation,oruseSocialSecurity medical topics sexual behavior or sexual orientation or use Social Security numbersforprofiling. Slide 8-141 Choice Access Security EnforcementRestrictedCollection Advertisingnetworkswillnotcollectinformationaboutsensitivefinancialor European Data rampart Directive PrivacyprotectionmuchstrongerinEuropethanU. S. Europeanapproach spatiotemporalandregulatoryinnature p g y EuropeanCommissionsDirectiveonDataProtection (1998) (1998) StandardizesandbroadensprivacyprotectioninEuropean brotherhood countries DepartmentofCommercesafeharborprogram ForU. S. firmsthatwishtocomplywithDirective Slide 8-142 Private Industr y Self-RegulationSafeharborprograms Privatepolicymechanismtomeetobjectivesof Pi t li h i t t bj ti f governmentregulationswithoutgovernmentinvolvement e. g. Privacysealprograms e g Privacy seal programs Industryassociationsinclude OnlinePrivacyAlliance(OPA) NetworkAdvertisingInitiative(NAI) CLEARAdNoticeTechnicalSpecifications Privacyadvocacygroups Emergingprivacyprotectionbusiness Slide 8-143 Insight on Business Chief Privacy Officers hi f i ffi Class Discussion Slide 8-144 Technological Solutions Spyware,pop? pblockers Cookiemanagers k Anonymousremailers,surfing Anonymous remailers surfing PlatformforPrivacyPreferences(P3P) Comprehensivetechnologicalprivacyprotectionstandard Worksthroughuser sWebbrowser Works through users Web browser CommunicatesaWebsitesprivacypolicy Comparessitepolicytouserspreferencesortootherstandards suchasFTCsFIPguidelinesorEUsDataProtectionDirective Slide 8-145 How P3P Works k Figure8. 2(A) Slide 8-146 Insight on Technology The Privacy T Th P i Tug of War fW Advertisers Vs. Consumers Class Discussion Slide 8-147 Intellectual Property Rights IntellectualpropertyEncompassesalltangibleandintangibleproductsofhumanmind Majorethicalissue j Howshouldwetreatpropertythatbelongstoothers? Majorsocialissue Major social issue Istherecontinuedvalueinprotectingintellectualpropertyinthe Internetage? Majorpoliticalissue HowcanInternetande? commerceberegulatedorgovernedto g g protectintellectualproperty? Slide 8-148 Intellectual Property Protection Threemaintypesofprotection Copyright Patent Trademarklaw Trademark law Goalofintellectualpropertylaw Balancetwocompetinginterests publicand B l t ti i t t bli d privateMaintainingthisbalanceofinterestsisalways M i t i i thi b l fi t t i l challengedbytheinventionofnew technologies Slide 8-149 Copyright Protectsoriginalformsofexpression(butnot ideas)frombeingcopiedbyothersfora ideas) from being copied by others for a periodoftime Lookandfeelcopyrightinfringementlawsuits Fairuse principle Fair use doctrine Di gitalMillenniumCopyrightAct,1998 FirstmajorefforttoadjustcopyrightlawstoInternetage ImplementsWIPOtreatythatmakesit iniquitoustomake, distribute,orusedevicesthatcircumventtechnology? asedprotectionsofcopyrightedmaterials Slide 8-150 Patents Grantowner20? yearmonopolyonideasbehindan invention Machines Man? doproducts p Compositionsofmatter Processingmethods Inventionmustbenew,non? obvious,novel Encouragesinventors g Promotesdisseminationofnewtechniquesthrough licensing Stiflescompetitionbyraisingbarrierstoentry Slide 8-151 E-commerce Patents 1998StateStreetBank&Trustv. SignatureFinancial Group Businessmethodpatents Ledtoexplosioninapplicationfore? commercebusiness L dt l i i li ti f b i methodspatentsMostEuropeanpatentlawsdonotrecognize M tE t tl d t i businessmethodsunlessbasedontechnology Examples AmazonsOne? clickpurchasing DoubleClicksdynamicdeliveryofonlineadvertising Slide 8-152 Trademarks d k Identify,distinguishgoodsandindicatetheir source Purpose p ascertainconsumergetswha tispaidfor/expectedtoreceive Protectowneragainstpiracyandmisappropriation Infringement Marketconfusion Badfaith Dilution Behaviorthatweakensconnectionbetweentrademark andproduct Slide 8-153 Trademarks & Internet CybersquattingAnticybersquattingConsumerProtectionAct(ACPA) Cyberpiracy Typosquatting Metatagging M i Keywording y g Deeplinking Framing Slide 8-154 Governance Primaryquestions WhowillcontrolInternetande? commerce? Whatelementswillbecontrolledandhow? What elements will be controlled and how? Stagesofgovernanceande? commerce g g GovernmentControlPeriod(19701994) Privatization(19951998) Privatization (1995 1998) Self? Regulation(1995present) GovernmentRegulation(1998present) Slide 8-155 Who Governs E-commerce & Internet? MixedmodeenvironmentSelf? regulation,throughvarietyofInternetpolicy andtechnicalbodies,co existswithlimited and technical bodies co? exists with limited governmentregulation ICANNDomainNameSystem Internetcouldbeeasilycontrolled, I t t ld b il t ll d monitored, andregulatedfromacentral location Slide 8-156 Taxation E? commercetaxationillustrates complexityof governanceandjurisdictionissues governance and jurisdiction issues U. S. salestaxedbystatesandlocalgovernment MOTOretailing E? commercebenefitsfromtaxsubsidy yOctober2007Congressextendstaxmoratoriumfor anadditionalsevenyears an additional seven years Unlikelythatcomprehensive,integratedrational approachtotaxationissuewillbe resolutefor approach to taxation issue will be determined for sometimetocome Slide 8-157 Net Neutrality Currently,allInternettraffictreatedequally allactivitieschargedthesamerate,no ll i i i h d h preferentialassignmentofbandwidth common senseproviderswouldliketocharge differentiatedpricesandrationbandwidth 2010,U. S. ppealscourtruledthatFCChadno authoritytoregulateInternetproviders Slide 8-158 Public Safety & Welfare Protectionofchildrenandstrong g sentimentsagainstpornography Passinglegislationthatwillsurvivecourt P i l i l ti th t ill i t challengeshasproveddiff icult Effortstocontrolgamblingandrestrict salesofdrugsandcigarettes sales of drugs and cigarettes Currentlymostlyregulatedbystatelaw UnlawfulInternetGamblingEnforcementAct Slide 8-159 Insight on Society Internet Drug Bazaar Class Discussion Slide 8-160

Research paper on carnival Essay

Mardi grasJust the name Mardi gras conjures up images of drunken, bead-wearing revelers dancing through the streets of New Orleans. and how, and when, did this huge mid-winter company get started? Heres a look at the chronicle of Mardi gras end-to-end the ages and across the nations. Her domain states, Historians tell us that the ancient Romans credibly kicked off the Mardi gras celebrations. (pg. 115)Their mid-February festival kn feature as Lupercalia honored the god Lupercus, alternately known as the god of fertility and the god of agri assimilation and pastoral shepherds. In either case, his party definitely had Mardi Gras- exchangeable qualities, including days of feasting and drinking. And a little enjoying the pleasures of the flesh, probably, too in situation, the term funfair, often synonymous with Mardi gras, is derived from the Latin materialization meaning f atomic number 18well to the flesh. Like most of the ancient Roman and Greek festivals, Lupercalia was adopte d and adapted by the Church as a way of subtly converting the local pagans to Christianity. The carnival-like celebration of Lupercalia thus morphed into a last fling before the beginning of the bringen period. Lent refers to the 40 days of pertinence and purification famous between Ash Wednesday and Easter Sunday.During Lent, the religiously faithful refrain from a number of indulgences of the flesh, including eating meat. (pg. 220) What began as a Roman-based celebration quickly interpenetrate across the European continent. By medieval clocks, lords were hosting carnivals prior to Lent in honor of the conscription of their new knights. Each region and country celebrated their own usages, however all were indulgent. pic In France, this period of revelry before Lent was e special(prenominal)ly raucous. In fact, the term Mardi gras is a French expression meaning modify Tuesday likely referring to the indulgent nature of the pre-Lenten celebration. The name may have been more than just allegorical, however. Ancient pagans often marked their fertility religious rite by parading a fattened ox through the town before sacrificing it. (lent pg. 101) It was also the French who brought the celebration to America. Many historians believe the party crossed the Atlantic Ocean in 1699, on the ship of a French explorer named Sieur dIberville.The Frenchman landed in what is today Louisiana, just south of New Orleans, the heart of Americas modern-day Mardi Gras celebrations. In fact, his landing is believed to have coincided with the French celebration of Mardi gras, explaining his choice of name for his point of entry Point du Mardi Gras. However, dispute the dIberville connection, contending that it was the early French settlers to Louisiana who introduced Mardi gras to America. Regard slight of the precise origin, Mardi gras washstand clearly be attributed to a Franco-influence. By the mid 1820s, Mardi gras was firmly rooted in the New Orleans culture. Lent later states that Today, the citys celebrations be considered one of Americas biggest parties, with towns and cities throughout the Gulf Coast Region getting in on the fun. (112) Zulu (krewe of Mardi gras) archean in 1909, a group of laborers who had organized a club named The Tramps, went to the Pythian Theater to see a musical comedy performed by the Smart Set. The comedy include a skit en deed of conveyanced, There Never Was and Never Will Be a King like Me, about the Zulu Tribe. (herman pg. 201) The earliest signs of shaping came from the fact that the majority of these manpower belonged to a Benevolent Aid Society. Benevolent Societies were the beginning(a) forms of insurance in the Black community where, for a small amount of dues, members received financial help when sick or financial aid when burying deceased members. Conversations and interviews with older members also indicate that in that era the city was divided into defends and each ward had its own group or Club. The T ramps were one such group. After seeing the skit, they retired to their meeting place (a room in the rear of a restaurant/ ginmill in the 1100 block of Perdido Street), and emerged as Zulus. (pg 210). correspond to herman, This group was probably made up of members from the Tramps, the Benevolent Aid Society and opposite ward-based groups. While the Group marched in Mardi gras as early as 1901, their first appearance as Zulus came in 1909, with William Story as King. The group wore raggedy pants, and had a Jubilee-singing quartet in front line of and git King Story. His habilitate of lard can crown and banana stalk scepter has been well documented. The Kings following William Story, (William Crawford 1910, Peter Williams 1912, and Henry Harris 1914), were similarly attired. (pg. 214). 1915 heralded the first use of floats, constructed on a spring wagon, using dry good boxes. The float was decorated with palmetto leaves and moss and carried four Dukes along with the King. That humble beginning gave rise to the full floats we see in the Zulu parade today. On September 20, 1916, in the notorial office of Gabriel Fernandez, the Zulu Social Aid and Pleasure Club were incorporated. Twenty-two of the transcriptions officers and members sign the first official document.The Geddes and Moss Funeral Home, located on Washington Avenue, played an integral part in Zulus beginning, and have proceed to do so throughout the long cartridge clip. The first official toast of King Zulu and his Queen is held at this establishment each year. Zulus were not without their controversies, either. In the 1960s during the height of Black awareness, it was unpopular to be a Zulu. Dressing in a grass skirt and donning a black face were seen as being demeaning. Large numbers of black organizations protested against the Zulu organization, and its rank dwindled to approximately 16 men. James Russell, a long-time member, served as president in this period, and is credited with plac e the organization in concert and slowly bringing Zulu back to the forefront. (pg. 220) In 1968, Zulus route took them on two major streets namely, St. Charles Avenue and Canal Street, for the first time in the modern era to see the Zulu parade, you had to travel the alleged(prenominal) back streets of the Black neighborhoods.The segregation laws of this period contributed to this, and Zulu tradition also played a part. In those days, neighborhood bars sponsored certain floats and, consequently, the floats were obligated to pass those bars. sacking meant stopping, as the bars advertised that the Zulus go forth stop here Once stopped at a sponsoring bar, it was often difficult to get the riders out of the establishment, so the other floats took off in different directions to fulfill their obligations. Zulu has grown tremendously over the years. This continual growth is credited to the members for their love, loyalty and dedication to this organization. In 1978, the organization ope ned its doors to their new home, a two-story frame building houses a lounge belt downstairs for members and guests to enjoy themselves. Of all the throws to rain down from the legion(predicate) floats in the parades during carnival, the Zulu coco palm tree or Golden Nugget is the most sought afterwards.The earliest reference to the coconut appears to be about 1910 when the coconuts were given from the floats in their natural hairy state. Some years later there is a reference to Lloyd Lucus, the sign painter, scraping and painting the coconuts. This was the forerunner to the beautifully decorated coconuts we see today. (pg. 229) With the proliferation of lawsuits from people alleging injury from thrown coconuts, the organization was unable to get insurance coverage in 1987. So that year, the honored tradition was suspended. After more lobbying, the Louisiana Legislature passed SB188, aptly dubbed the Coconut Bill, which excluded the coconut from liability for alleged injuries a rising from the coconuts handed from the floats. On July 8, 1988, then-governor Edwards signed the bill into law. (pg. 233)Carnival in the CaribbeanHundreds of years ago followers of the Catholic religion in Italy started the tradition of holding a wild costume festival right before Lent. Because Catholics are not supposed to eat meat during Lent, they called their festival, carnevale-which means to put out-of-door meat. (internet site caribbean carnival)As time passed, carnivals in Italy became quite famous. The practice spread to France, Spain and Portugal. As these Catholic countries began to take control of the Americas and other parts of the instauration, they brought with them their tradition of celebrating Carnival. In many parts of the world, where Catholic Europeans set up colonies and entered into slave trade, carnival took root. Today Carnival celebrations are found throughout the Caribbean. Traditions of the cultures have come together and especially African dancing a nd music traditions transformed the early European carnival traditions in the Americas.Important to the Caribbean festival arts are the ancient African traditions of parading and moving in circles through villages in costumes and masks. These traditions were believed to bring good fortune, to heal problems and chill out angry heart and souls. Caribbean carnival traditions also borrow from the African culture the tradition of creating pieces of sculpture, masks and costumes. For the Caribbean people carnival became an important way to express their bass cultural traditions. It takes many months of coming up with a theme or overall concept and developing costumes for the dancers. Lots of creativity, energy and patience is put into work such as welding, painting, sewing, gluing, applying feathers, sequins and glitter. Carnival groups, entertained by music orchestras, parade and dance wearing costumes depicting a common theme.When Carnival first began it was celebrated from December 26 until Shrove Tuesday (the day before Ash Wednesday). Nowadays Carnival festivities and activities are being held year-round in the Caribbean. The dates on which Carnival celebrations such as music competitions, festivals, concerts, street jump-ups, beauty pageants, balls, parades etc. take place may vary from country to country, from island to island. For days, sometimes weeks, the people of the Caribbean express themselves socially and artistically and sheer joy with visitors from all over the world. (internet sit Caribbean carnival)Everyone, including the spectators, is part of the celebrations.Antigua and BermudaThe festivities crack the many influences that formed the Antiguan society, cultural, social and political. Over the years cultural elements from countries like Venezuela, Brazil, Holland, Colombia and the United States have slipped into the Antiguan community and blended with and into the quaint world famous carnival celebration with its typical characteristics of creativity and rhythm, dance happiness, Flamboyant costumes, Beauty pageants, Talent shows, and Great music. All these and more define a marvellous celebration of happiness that is the Antigua Carnival. In retrospect, the Antigua Carnival dates back in August 1 of 1834 when slavery was consummately abolished. In 1666, it was ravaged by French inhabitants but was soon conquered by the British and was formally restored to them by the Treaty of Breda. It all started when the local natives immediately went to the streets to express their joyful celebration of freedom.As the years passed by, it continued not until in 1957 where it was declared an official Antigua Carnival. (oduber pg. 97) Since then, the Antigua Carnival has developed into ten days packed with revelry in a glitzy manner of dance to the set out of the Calypso. It includes marches, jump-ups and shows which always took place around the last week of July up to the first week of August. The Antigua Carnival is undeniably t he best time for tourists to immerse with the culture of this Caribbean island. If you mastermind to the city, you are fortunate to witness the Pan Ban, a brace orchestra, practicing for the event.(oduber pg. 99) They go by troupes as they set up a Mas Camp, a base where their multiform wardrobes are made. It is also the starting point as they walk to the metropolis to open the Antigua Carnival. The lively event culminates by a massive road party called Jouvert, which means day break. Everybody is literally on their feet as they sway to the produce of the drums from the young night until the middle morning.Barbados ( nip off over)Masquerading was an old African tradition, where they paraded in masks and costumes through the villages to bring good luck and to remove evil spirits. Originally materials for costumes were natural things such as grass, beads, bones, etc. Head-pieces and Masks were made of feathers to symbolize that people can spiritually rise above anything. Most Euro pean colonies within the Caribbean who were part of the slave trade have Carnival or Carnival-like celebrations. (praiser pg. 23)Now in large countries like USA, Canada and England, where they are Caribbean communities you will find Carnival celebrations.The bill of Crop OverThe end of the sugar cane harvest, or Crop Over as it is most always referred to, has long been the occasion for celebration. In what seems to be the earliest reference to the Crop Over festival, we find the manager of Newton Plantation writing in 1788 to the estates owner in England, telling him that he had held a dinner and sober dance for the slaves, saying twas a celebration of Harvest epoch after the crop. (housman pg. 304) Many aspects of plantation life in Barbados carried on unchanged after the end of slavery, and the Crop Over festival likewise continued. Never the less there must have been an important difference in the way in which the festival was perceived. Before emancipation, the planter had no choice but to contain his slaves, well or badly as the case might have been, all year round. After 1838, for most people Crop Over meant not just the end of a period of hard work, but also the beginning of a period of less work and lower wages. For many the musical interval between two crops would indeed have been hard times, and the symbol of these, perhaps not invented until after Emancipation, was the figure of a man stuffed with trash (the dried leaves of the sugar cane plant) which was known as Mr. Harding. (pg. 311) Mr. Harding was formally introduced to the manager of the plantation, and, according to some accounts, later burnt as part of the celebrations which must have had a tinge of desperation to them as people strove to enjoy themselves while they could.The festival was apparently fairly common at the beginning of the present century, by which time the name Crop Over seems to have ousted that of Harvest Time. A procession of carts would bring the last canes to the pla ntation yard, the draught animals being decorated with flamboyant, frangipani and other flowers, whilst brightly colored kerchiefs would be tied like flags to the canes. The laborers would parade around the yard, and it was at this point that that they would introduce Mr. Harding to the manager, after which they would adjourn for a dance, for the manager or the owner of the estate would normally contribute some salt meat and rum.Even by 1940 Crop Over was being described as a custom which has very nearly died out, according to Housman (pg. 316), and the continuing dec stock of sugar and the growing availability of other sources of employment had put an end to much of traditional plantation life. The modern Crop Over, revived by the Board of Tourism in 1974 and now administered by the study Cultural Foundation, pays tribute to the fact that sugar is still important in Barbados and the immense influence which it has had on our history. The present day festival is very different from the old time Crop Over, but it continues as a tradition by offering a thrilling celebration of many aspects of Bajan Culture, old and new.CROP-OVER CARNIVALCrop-over has become the centerpiece of Barbados culture, a process enriched by much history, a savvy visitor promotional sense, and the great nearby pre-Lenten Carnival of Trinidad & Tobago. Conga-line from April 22 May 01 begins with the longest Conga line in the Caribbean and features a series of concerts at the Malibu Conga line Village. May 1 is the closinge, where bands, floats and Carnival goers take part in the May Day Parade, The Caribbeans largest summer Carnival begins on the first Saturday with the Decorated cart and float opening and Gala crop-over opening. (praiser pg.31) This parade begins at Bridgetown Independence Square in the early afternoon and finishes at the National Stadium. Here, the opening ceremony takes place with the ceremonial delivery of the last canes and the crowning of the king and queen of the festival followed by an excellent night of entertainment and socializing. The festival, revived in 1974 following a 30-year hiatus, continues to grow and evolve with the culture. Unlike most Carnivals whose roots are in spring, Crop-over is a harvest festival dating back centuries to the end of the sugar cane season.The end to all the grueling and arduous work was marked by the final delivery of canes to the mill. Surely a cause for song, dance and general jubilation, as such, the workers would begin the festivities by boisterously telling each other CROP OVER. kindred Concerts celebrating the emancipation from slavery are popular events during the Carnival season the last Carnival weekend features the most important Carnival events. On Friday, there will be the Pic-O-De-Crop Finals at the National Stadium. The next night in the wee hours of Sunday morn, the Fore-Day morning jump-up will go down from 2am till dawn. Before this special event is the steelpan competition. Cohobblopot is a huge carnival-like show where the most popular calypsonians and bands perform on Carnival Sunday night. The Calypso Contest is one of the worlds best even though it features primarily local talent.Before the best singer/songwriters of the season are chosen, the talent will perform their new compositions at many venues or tents. These tents, with names like Super Gladiators, Conquerors, House of Soca, Pioneers and Stray Cats, play an important role in deciding who will win the title of Party Monarch, Road March Monarch and the Pic-O-De-Crop Monarch. The King and Queen of the bands competition is also an important part of the Cohobblopot Sunday show. Get tickets in advance since the National Stadium can sell out, particularly with all the talk about not allowing it to be broadcast on free TV. (pg. 37) All this buildup makes for a unforgettable Grand Finale, or as they say at Barbados Crop-over, the Grand Kadooment. Here, over two dozen large costumed bands will go dancing down d e road inviting everyone to jump up with them as they make their way to the ocean surf. (pg. 42) TukIndigenous to Barbados, its a combination of African and British military rhythms with the musicians spruced up in minstrel like costumes creating music from kettledrums, bass drums and whistles. They play sounds like marching band music, old-time waltzes and almost always end with an African beat. According to praier, This is a great spectacle to see. ( pg. 51) The musicians are as serious about their music as any steelband man. Although a part of the old era, it is still very active and a part of the modern day celebrations with completions staged during Crop Over.Calypso & SocaAlthough calypso is indigenous to Trinidad, it now holds a very prominent place in the Crop over Celebration. Like Trinidad Carnival, it has all the trimmings, the Tents, parties, semi-finals judging and then to the Calypso Monarch finals, which take place just before Grand Kadooment. The Bajan artistes are holding their own with this art form and have even created new forms like Ringband and Ragga-soca, a definite invention of the Bajan calypsonians. (pg. 55)SteelbandBorrowed from Trinidad, the Bajans have taken it, and now the popularity and growth of the steelband in Barbados is phenomenal, states praiser. (pg. 68) with every year seeing the improvement of the sound and quality of the music to the extent that steelband has now taken a place on the curriculum of many of the schools on the island.Grand KadoomentThe grand finale, a parade of the costumed bands for the final competition for Designer of the Year Crown. The revelers are dressed in elaborate costumes depicting various themes dancing to music playing from the most popular bandstands, with disc jockeys winding their way down to Spring Garden where they would be judged for this coveted crown. (pg. 73) St. Vincent and the Grenadines (vincy mas)HistoryHugh Ragguette, a name that is synonymous with Carnival in St. Vincent explai ned to The Vincentian that the historic roots of Carnival lie in deep antiquity since at the dawn of history, man celebrated several festivals of which Carnival was one. The Kalinagos and other indigenous peoples who inhabited St. Vincent had their festivals. With the introduction of slavery, the Africans with their varying cultures and rich variety added to those expressions. Although the practice of wearing mas came from Africa and was subsequently adopted by the Greek and Romans, it was actually the French who celebrated carnival in the Caribbean as the highlight of the year. After the British supplanted the French, the practice continued. The wearing of Mas in carnival was introduced by the Pope in Rome in 1494 and then spread throughout Europe. (Sutty pg. 37) Naturally, the slaves participated in these festivals at a different level. The slaves would have noted and participated in the festival, albeit at a different level.Naturally, they were not invited to the mas balls and da nces. stated however, when chattel slavery ended, the freed slaves embraced carnival and turned it into a callaloo pot, adding elements of the respective cultures.(pg 38) They took to the streets and debunked the theatrical spectacle they had created and to vent their subdued creative abilities. These street marches took place on the Monday and Tuesday before Ash Wednesday. Unable to chain the hands and feet of the slaves any longer, in 1892, he related, the colonial Governor criminalise the festival claiming that the revellers were lashing out at each other and observers with whips. Ragguette held another opinion, The main reason was to suppress the peoples culture and their peculiar African expressions. The coloniser could not understand these expressions and wanted to stifle them. The fire that burnt within slavery was reduced to mere embers and in 1879, fuelled by the unchainable African spirit it leapt into flames again. In 1899, the people decided that come what may, ban or no ban, which they were going to celebrate.They began the celebrations as early as the Friday preceding Ash Wednesday. As a result, the colonisers brought out what was termed the armed might of the Empire. (pg 44) The people resisted and a riot broke out, writing the Carnival Riots of the 11th and 12th February into this countrys history books. From then on, Carnival has been a part of St.Vincents culture. Four years later, carnival fever spread to Trinidad in the south where the festival had been banned resulting in the Comboule Riots. throughout the years people have built on and experimented with the components of Carnival to the extent Trinidadians have invented a musical instrument in the form of the steel pan to provide accompanying music to its calypso. ( pg. 47).By 1973, it was virtually impossible to hold all the Carnival shows during the Wednesday and Tuesday period. Our pan, our calypso, and particularly our Mas has reached a level of development that it needful to spre ad its wings outside the Catholic Christian Carnival to a more embracing festival, Ragguette commented. (pg. 49) Since the festival was held so soon after Christmas and the length of time available for shows coupled with the fact the Trinidad and Tobago, whom Ragguette stated had run away with title of king of Carnival in the world and boasted of having the greatest show on earth, held its Carnival around the same time, it was necessary to move the festival to another season.The June-July period was decided as most suitable. (pg. 50) With more time to work, the CDC wanted to introduce a Caribbean component into its programme. Antigua and Barbuda already had a Caribbean Calypso Competition and the organisation could not get beyond the logistics of a Caribbean Pan or King and Queen of the Bands competition. sutty explained that it was matt-up that a show should be organised to showcase the beauty and profound intelligence of our Caribbean women. (pg. 53). This resulted in the birth of Miss Caribbean Carnival Miss Carnival.TrinidadCarnivals principal components are calypso, steelpan and playing mas (masquerade). In the historic capital City of Port-of-Spain, Trinidad, these elements are harmoniously structured to form a five day ritual pageant beginning with the King & Queen Contest (Friday), Panorama (Saturday), Dimanche Gras (Sunday), JOuvert (Monday) and the Parade of the Bands (Tuesday). (green pg 57) These main events and countless others build to an unforgettable epiphany of beauty and stunning display of the irrepressible human spirit before concluding and allowing the quiet first day of Lent and reflection known as Ash Wednesday to be admitted to consciousness. picThe genesis of this worlds greatest Carnival has been attributed to the many cultures of Trinidad and their interaction.While the African influence is predominant, the Carnival carries an overriding theme of unity, a central part of this unique cultures mythology. Trinidads namesake, the holy Trinity is blessed as the unifying principle. This is the countrys well known motto, resting at the base of the present and striking T&T Coat of Arms reads, Together we Aspire, Together we achieve. (pg 59).Yet the scholarship lies in paradox for there is no Carnival with more ardent competition than Trinidads. picToday Trinidads model for public celebration is the most widely imitated festival art form in the world. Many Trinidadian Carnival artists are able to work year round performing throughout North America, Europe, and the Caribbean.JouvertJab Jab The name of this mas is derived from the French patois for Diable Diable. It is pretty chew up mas. The costume consists of a Kandal or satin knickers, and satin shirt with points of cloth at the waist, from which bells hang. On the chest, there is a shaped cloth panel which is decorated with swansdown, rhinestones and mirrors. Stockings and alpagatas are wearied on the feet, while the headdress consists of a hood with stuffed cloth horns. The costume can come in alternating colors and be divided into front and back panels. (pg 61) The Jab Jab has a thick whip of plaited hemp which he swings and cracks threateningly. These whips can reduce the costumes of other Jab Jabs to threads. It is not to be alienated with Jab Molassie. JAB MOLASSIE Jab is the French patois for Diable (Devil), and Molassie is the French patois for Mlasse (Molasses). (pg 62)The Jab Molassie is one of several varieties of discommode mas played in Trinidad and Tobago carnival.The costume consists of short pants or pants cut off at the knee, and a mask and horns. The jab malassie would carry chains, and wear locks and keys around his waist, and carry a pitch fork. He may smear his body with grease, tar, mud or colored dyes (red, green or blue). The jab molassie wines or gyrates to a rhythmic beat that is played on tins or pans by his imps. While some of his imps supply the music, others hold his chain, seemingly restraining him as he pulls against them in his wild dance. The differences among the various forms of devil mas were once distinct, but have become blurred over time.Trinidads carnival is a gorgeous paradigm of how carnival can connect the entire world. In this Trinidad little nation, the lifestyle and customs of various cultures come collectively for a short five days every year, the entire country lolly thinking about their dissimilarities to celebrate life Similar to many other countries under colonial rule, the history of Native Americans and African people in Trinidad is uncouth and a sad story. At different times England and Spain both maintained Trinidad as their colonies. Around 1785, Carnival was introduced to Trinidad. The French settlers started to arrive. The custom caught on rapidly, and fancy balls were held where the rich planters pretend masks, and beautiful dresses, wigs, and dance the whole night.The employ of masks had particular meaning for the slaves, as for several African peopl es, masking is usually used in their rituals for the dead. patently banned from the disguised balls of the French, the slaves would grasp their own tiny carnivals in their gardens using their folklore and own rituals. However they also imitate their masters manners at the masked balls. Carnival has turned out to be a way to convey their authority as individuals for African people, and also for their rich cultural traditions. (pg. 102) The slavery was eradicated after 1838, the Africans were freed and started to host their individual carnival celebrations in Trinidad streets.This carnival developed progressively and sophisticated and rapidly became trendier than the balls. Nowadays, Trinidad carnival is like a mirror that reflects the faces the many immigrant nations from Africa, India, chinaware and Europe. Carnival is such a significant aspect of life in Trinidad, as many schools trust that funding/ sponsoring a carnival band is a way to train youngsters about their culture and roots. According to green, Hundreds of schools and community organizations contribute in Trinidads Kiddies Carnival. In this fashion, communities works as one to build up strong friendships and good respect for the various cultures that make up Trinidad. (pg. 59)BibliographyCaribbean carnival Caribseek.comhttp//www.caribseek.com/adventure_and_entertainment/carnivals/caribbean-carnival.shtml.Carnival in Trinidad. Mustard.org.early 1985 carnival in Trinidadevolution and symbolic menaing.21 February 2008 http//www.mustard.org.uk/articles/trinidad.htm.Cowley, John. Carnival, Canboulay and Calypso Traditions in the Making. Trinidad Macmillan Caribbean May 4, 1988Green, Garth L. 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