Music And Its Impact On Modern Society - 1470 Words

Until now the process for adapting a novel into film has been applicable to opera. There are still several factors separating the two. While it is only briefly necessary to cite a few of the obvious- varying differences of scale, projection of sound, and extreme variation of natural setting versus constructed set - truly, the most important of these factors is the musical score. In film, music takes the shape of sound effects or background accompaniment. It is also commonly added to pre-recorded footage creating an atmosphere or mood. Music may link scenes together, portray the true nature of certain characters, or serve as an indicator in foreshadowing or approaching disaster. There are essentially no rules when it comes to film music†¦show more content†¦Unlike film, it is not enough to remove a difficult dialect or translate the text of the novel into the vernacular. The spoken text must be available for manipulation into lines of melodic passion and purpose. It must propel the action of the plot forward while matching the mood of the character and music of the score. Furthermore, it must be simple yet important enough to draw the attention of the audience from the music and the spectacle of the opera around it. In accordance with the guidelines described above, the following information will assess the effectiveness of two novels, which served as inspiration for both film and opera adaptations. The first novel is a classic of English literature from the middle 19th century. Wuthering Heights by Emily Brontà « was initially considered controversial for clearly challenging Victorian ideals of the day. This included the exploration of social classes, gender inequality, morality, and religious hypocrisy. In addition, provocative themes of mad love and violence, in the passionate affair between the two main characters, make the novel ripe material for an adaptation. There are two main characters up for analysis, Heathcliff and Catherine. Though Catherine is a large focus of the novel, she is not the empathic protagonist. She is, in a mild way, an antagonist to Heathcliff. She is a wild, selfish woman who has grown up getting

Essay about Literary Analysis Clay and The Dead - 1336 Words

Literary Analysis: Clay and The Dead In the fifteen Dubliners stories, city life, religion, friends and family bring hope to individuals discovering what it means to be human. Two stories stood out in James Joyce’s Dubliners. One story attempts to mislead readers as it is hard to follow and the other story is the most famous story in the book. In the stories â€Å"Clay† and â€Å"The Dead,† James Joyce uses escape themes to deal with the emotions of the characters, Maria and Gabriel living in the Dublin society. Both stories take place during the winter on Halloween and Christmas, which are the holiday seasons and the season of death. In â€Å"Clay,† the main character, Maria is a patient, old woman and a former maid for rival brothers Joe and†¦show more content†¦Her appearance, although, is witch-like. Whenever she laughed twice while drinking the tea â€Å"the tip of her very long nose nearly met the tip of her very long chin† (101). When she later looks at herself in the mirror, she does not see her face at all, only her body, as it looked when she was young. â€Å"In spite of its years she found it a nice little tidy body† (96). Joe’s children were instinctively put –off by Maria’s physical ugliness which was a great sorrow to Maria. A lovely person like Maria should have been married and should have a chance to know the love of a husband and children of her own. Gabriel also gets criticized and â€Å"put-off† by the guests, his family and his aunts during the party. Even though his moving, heartfelt speech brought his aunts to tears, Gabriel knows and thinks that one day, in the not-too-distant future that he will return to his aunts’ house, not for another holiday party, but for their funerals. Gabriel wanted to escape and leave the house, but he acted very gentlemanly at the party even though there were miscommunications and disagreements between Miss Ivors about Irish politics as well as Aunt Kate and Freddy. When the conversations end, he feels that Miss Ivors and others have made a fool out of Gabriel, but her lightness and good spirit would seem to suggest that her intentions were innocent and that Gabriel came off as the bad guy. In the course of the evening’s games, the childrenShow MoreRelatedAthanasia: Human Impermanence and the Journey for Eternal Life in the Epic of Gilgamesh1740 Words   |  7 Pagesinto a statue is significant in the sense that he would be eternally free from corruption and thereby free from venality, free from the corruption of the mortal world. Nevertheless, struck by the failure of not being able to bring Enkidu back from the dead after building the statue, Gilgamesh descends into a bottomless state of despair.Consumed by regret, he laments for days. In his state of bereavement, Gilgamesh drifts ever so slowly from the people he cares for; the people of Uruk. The separationRead MoreThe Search for Immortality in the Epic of Gilgamesh Essay1500 Words   |  6 Pagesmortality. The convergence of Enkidu’s’ body into a statue is significant in the sense that he would be eternally free from corruption and thereby free from venality. Nevertheless, struck by the failu re of not being able to bring Enkidu back from the dead after building the statue, Gilgamesh descends into a bottomless state of despair. Consumed by regret, he laments for days. In his state of bereavement, Gilgamesh drifts ever so slowly from the people he cares for; the people of Uruk. The separationRead MoreVictor Frankenstein Character Analysis Essay1645 Words   |  7 PagesMs. Straatsma ENG4U0-A Ryan Makhanlall ISU Reading Analysis Questions/Notes – Frankenstein by: Mary Shelley Character Analysis: Give your ideas about the main characters(s). Include what you like and dislike about the characters and why they deserve praise or criticism. Does the author intend for you to like/dislike them? How do you know? Victor Frankenstein: Victor Frankenstein, is the protagonist who describes his life to Robert Walton. In my opinion, Victor shows his ambition, logic and intelligenceRead MoreTheme Analysis : The Tragedy Of Hamlet 1578 Words   |  7 PagesJackson F. Jones Mrs. Larr English IV 1st Period 16 December 2014 Theme Analysis of Hamlet The tragedy of Hamlet is a work of literature that contains a multitude of themes. Some of these themes are apparently obvious as you read through the tragedy. Themes such as revenge and madness present themselves openly through the progression of the story. However, there are other themes that lurk below the surface. You just have to dive a little deeper into the story to find them. On the surface, the themeRead MoreThe Romantic Movement Of Mary Shelley s Frankenstein1934 Words   |  8 Pagesâ€Å"Did I request thee, Maker, from my clay To mould me Man, did I solicit thee From darkness to promote me?† (Important Quotes Explained). With Frankenstein being written in the early 19th century, the Romantic movement, being as popular as ever, was clearly evident in Shelley’s writings. Shelley’s mom, an active feminist, died during childbirth, leaving Mary to grow up with a radical political philosopher and novelist, William Godwin, as her father. Victor Frankenstein, the main character, has aRead MoreA Soldier’s War2706 Words   |  11 Pages . . leaving much of the war’s confusion and chaos to the imagination† (Smith 11). American writers rarely considered war as a viable literary subject, until Stephen Crane’s civil war novel, The Red Badge of Courage. Despite Crane having never been in a war zone his publication i s considered among the first to capture the potential of the battlefield as a literary backdrop. Further developing the war novel genre, Ernest Hemingway adds what Smith describes as a â€Å"journalistic style† to a more modernRead MoreAncient Near Eastern Thought Essay3623 Words   |  15 Pagesbroader culture (in time and/ or space) into juxtaposition with one another in order to assess what might be learned from one to enhance the understanding of another (p. 18). His reasoning is that Bible students need comparative study because the literary genres, religious practices, and cultural dimensions of ancient Israelite theology are all rooted in ancient Near Eastern culture, and without the guidance of background studies, we are bound to misinterpret the text at some points (p. 25). InRead MoreRace Film : The Great And Only Essay10250 Words   |  41 Pages Since the later part of the nineteenth century, the reconstruction of a positive public image for African Americans has been a continuous yet difficult challenge. According to Gaines, the construct of the New Negro was a crusade launched by the literary work of Fredrick Douglas, Paul Lawrence Dunbar, Charles Chestnutt, and W.E.B. Dubois. Dubois raises the critical question regarding the reconstruction of Black identity and the impossibility of purity within any given art form. Dubois asserts:Read MoreAncient Eastern Thought and the Old Testament Essay10692 Words   |  43 Pagesbetween the two subjects are also comparable. Cultural Dimensions of Literary genre Vigilant scrutiny of similarities and differences in ancient texts assist in enlightening the study of both the Bible and ancient Near Eastern literature. Understanding how societies contemplate their world and themselves, help researchers identify nuances that are totally divergent from how modern society thinks. Thus understanding literary genre is vital to perceive the authors intents. Similarities do notRead MoreAncient Egyptian Influence on Modern Religion Essay2829 Words   |  12 Pagesas a man. Ra was the god of sun and judgment, often depicted with a hawk-head and a sun disk around it. He was viewed as the master of life and associated with renewal. Ptah was also a creator god who built the boats that carried the souls of the dead into the Underworld. Osiris was the ruler of the Underworld and husband to Isis, the goddess of fertility and the ideal wife. Isis’ song, Horus, was the god of the sky and depicted with a hawk-like head often portrayed with a double crown. These

Marketing Management Motorola

Question: Describe about depth understanding of the importance of designing an effective extended marketing mix which helps an organisation achieve its desired goals and objectives? Answer: Executive Summary This report gives an in-depth understanding about the importance of designing an effective extended marketing mix which helps an organisation achieve its desired goals and objectives. This report focuses on the people, process and physical evidence elements of extended marketing mix. It show how organisations such as Motorola can design their extended marketing mix in order to create a competitive advantage against rivals in todays dynamic business environment. First part of the report studies the people element of extended marketing mix for Motorola in details. It is seen how Motorola handles its employees, culture, suppliers and customers in order to secure its market position and remain committed to its corporate social responsibilities. Effective management of their people element help Motorola in developing a sustainable business. Second part of the report studies the process element of extended marketing mix for Motorola in details. It is seen how Motorola ensures its customers are informed about steps to receive their products and services and the steps the company should undergo to deliver their products and services to their customers. The complaint handling procedure used by Motorola and response time is studies in details. Third part of the report studies the physical evidence of extended marketing mix for Motorola in details. It shows how Motorola design their stores and office premises in a way to create positive perception for their company. It also studies how Motorola use social media to communicate customer reviews and create a buzz for their products in the market. Fourth part of the assignment identifies the below the line promotion activities that can help Motorola secure its market position and retain its competitive advantage. Introduction Marketing today is at the heart of all businesses and enable them achieving their desired goals, performance objectives and profitability(Baines, et al., 2013). It facilitates communication between consumers and sellers. Marketing management is an organisational discipline that is concerned with the practical application of marketing orientation methods and techniques within organisations and effective management of organisations marketing activities and resources (Czinkota Ronkainen, 2012). It is plays a vital role in achieving overall organisational success and makes the firm highly customer-oriented. Marketing activities help organisations in creating mutually beneficial relationship with their customers. It helps identifying customer needs and then finding ways for satisfying those needs in unique manner. Motorola was started in year 1928 in Chicago, Illinois as Galvin Manufacturing Corporation by Paul V and Joseph E. Galvin with a working capital of $ 565 and 5 employees (Motorola Mobility LLC, 2015). Owing to a loss of $ 4.3 billion in year 2007-2009, the company is split into two separate and independent public entities in year 2011 namely, Motorola Solutions and Motorola Mobility. Motorola Mobility in year 2012 was acquired by Google who sold it to Lenovo in year 2014. Motorola has a divisional organisational structure wherein they have made division based on their products (Motorola Mobility LLC, 2015). The three divisional products of Motorola are; Enterprise Mobility Solutions which is headquartered in Schaumburg, Illinois and provide communication services to enterprise mobility business and government and public safety sectors; Home Network Mobility which is headquartered in Arlington Heights, Illinois and provide end-to-end systems for uninterrupted access to digital entert ainment; Mobile Devices which is headquartered in Chicago, Illinois and is involved in designing and manufacturing of wireless handsets. Motorola aims at inventing, building and delivering the best mobile devices on the planet and thus improving the lives of its million valued customers. Motorola is recognised worldwide for its effective leadership and innovation in field of broadband and wireless communication. Its long term vision is to provide Seamless Mobility so that customers can easily remain connected with people, information and entertainment desired by them. Extended Marketing Mix The first step of any marketing activity involves defining the marketing mix. Marketing mix of an organisation defines the set of marketing variables that must be understood and controlled in achieve overall organisational goals and objectives (Barker, et al., 2012). Marketing mix is also referred to as the 4Ps of marketing product, price, place and promotion. Marketing mix helps ensuring that the organisation is marketing right products to right people at right price and place at right time (Dahlen, et al., 2010). As service marketing is also concerned about the intangible values attached with services the 4Ps of marketing mix was expanded to include additional 3Ps of marketing making it 7Ps of marketing mix also called as extended marketing mix (Belch Belch, 2011). The 7 Ps of extended marketing mix are; product, price, place, promotion, people, process and physical evidence (Blythe, 2013). People, Process and Physical Evidence are the three elements of extended marketing mix that is mainly relevant for service marketing and makes the organisations comparatively more customer-oriented (Ferrell Hartline, 2012). This report analyses the additional 3Ps of extended marketing mix for Motorola. People People element of extended marketing mix refers to all human resources that are directly or indirectly involved in the production, distribution and consumption of products and services offered by the organisation(Dibb Simkin, 2007). It focuses on the communities involved in relationship marketing (Boone Kurtz, 2011). It is important that this element of marketing mix is in place and works effectively in order to ensure customer needs are not only met but exceeded. Organisations must ensure they have right people to serve their target customers. Customers today have easy access to information and are better aware of their needs and wants (Brady, 2010). They want to know everything about the product they are using starting from the source of raw materials used in the production process, thus it is equally important that organisations choose their suppliers effectively in order to provide high quality product and service to their customers(Graham, 2008). Organisational culture plays a vital role in determining the way people behave within their workplaces thus is also considered an important part of people element of extended marketing mix (Jayachandran, 2004). People element of extended marketing mix for Motorola is defined below: Employees Motorola considers its employees as the most precious assets and thus ensure they are provided ample opportunities to realise their full potential on the path of innovation. In year 2014 Motorola reported the total number of employees as 19,000 who work in different locations across the globe (Motorola Mobility LLC, 2015). Employee are an important part of Motorola as they represent the company and through their behaviour and general attitude is responsible for creating the first impression of the company. Motorola greatly depends on their employees and their interaction with customers for making the business successful (Kotler, 2007). Motorola has a well-defined and standardised recruitment and selection process that help ensuring they have the right people with right skills and knowledge who can present the right image and level of service quality delivered by the company. Motorola make huge investment in satisfying the learning and development needs of their employees by conductin g regular training and development programs(Kotler, 2008). Motorola ensures that the skills and expertise of their employees are upgraded to meet the rapidly changing needs to the marketplace. Highly specialised and experienced employees help Motorola in retaining their competitive advantage against their competitors and also in securing their brand image of being an innovation leader in entertainment industry. Culture Organisational culture plays a vital role in overall success of organisation. It included the values, beliefs and norms that influence workers behaviour and perception about their co-workers and the company (Yeshin, 2012). Motorola was the first company to have adopted six sigma quality programs and was recognised as a reputed brand in the entertainment industry. In early 1990s Motorola was a truly high performing organisation marked by its innovation and socially responsible corporate attitude. Motorola organisational culture displayed characteristics of a people culture wherein employees were considered the most precious assets of the company. Motorolas organisational culture once served as a competitive advantage for the company which could not be imitated by competitors (Weinstein, 2007). Motorola has developed a knowledge sharing culture which is essential for innovation. Employees were treated with due respect and integrity and were given ample opportunities to realise their fu ll potential. Culture at Motorola encourages employees to openly share their views and actively participate in decision making. Huge amount of money was spent on employee training and development programs to meet their learning needs. However after the acquisition by Google and them by Lenovo its organisation culture has been greatly affected and the company will have to make attempts to re-establish the knowledge sharing culture to secure their market position of an innovative leader. Suppliers In order to provide high quality products and services to customers it is very important to ensure that the raw materials used for the production of goods and services are sourced from reliable vendors and are of high quality(Vieceli Valos, 2012). Motorola believes in Quality In, Quality Out wherein they understand that quality of their finished goods and services depend on the health of their supply chain across the globe (Motorola Mobility LCC, 2015). They ensure that their relationships with suppliers are governed by strict codes for social responsibility and business conduct; there are strict diligences to handle issues related to conflict minerals; and there are thoughtful materials disclosure requirements. Motorolas supplier code of conduct focuses on their suppliers corporate social responsibility standards and is a mandatory requirement which all suppliers must adhere to. Motorola assist their suppliers in improving their performance in aspects of corporate social responsibility. Motorola ensures that none of their suppliers are indulged in unethical activities such as child labor, forced labor, human trafficking and use of hazardous chemicals etc (Vieceli Valos, 2012) Through their diligence program they identify and trace tin, tungsten, tantalum and gold minerals present in their supply chain and adhere to conflicts in regions which source these minerals. The materials disclosure and legislation help them ensuring their suppliers disclose any banned, reportable or controlled substance as well as recycled substance present in parts supplied to them. All these measures help them in maintaining an ethical supply chain. Customers Motorola is a highly customer-oriented organisation that put in best efforts to analyse and identify customers entertainment needs and then designs products and services that best fits customer demands at the most affordable prices (Pride Ferrell, 2008). Mobile technology today has become the most commonly preferred source of entertainment that can play music and videos anytime, anywhere thus Motorola ensures all their products completely safe, healthy and easily accessible to best fit the entertainment needs of their customers. Motorola puts their customer at the centre of all the technology they design. In order to better understand the needs of their customers they take advice from disability advocacy agencies, research organisations and standard agencies (Motorola Mobility LLC, 2015). It works work in close coordination with companies that develop assistive devices for people who have special accessibility needs and ensure the technology of such companies are compatible with var ious Motorola products. Thus, Motorola offers products that best fit with the varied needed of different customers at a price thats worth paying. Process Process refers to the systems that an organisation uses to deliver its products and services to its target customers (Marketing Mix, 2013). It include the steps a customer follows to receive the offered products or services and the activities a supplier needs to perform in order to make the products and services available to its end customers. Organisations must ensure that they perform their process activities in an appropriate manner so as enhance the customers positive perception about the quality of offered products and services (Lamb, et al., 2012). It is also important that organisations create and awareness and provide enough information to their customers of the processes they need to go through in order to receive the products and services. Thus, processes are the delivery and the operating systems of mechanisms, procedures, and flow of different activities involved in the consumption of products and services offered by an organisation (Strydom, 2005). In case of Motorola these processes include the way customers are informed how they purchase its products and services; it includes the post and pre sales services. Processes involve the customer service facilities provided by Motorola after their products and services have been sold, ways of customer complaints handling and response time. Service Delivery Motorola is a highly customer focused organisation and keeps people at the centre of all technology they design (Motorola Mobility LLC, 2015). The company is involved in extensive marketing research in order to identify the needs of their valued customers and design products and services that best fits with their needs. Motorola is the market leader in designing innovative products and services that best suits entertainment needs of the customers across the globe. Through various promotional techniques and active use of social media Motorola keeps its customers well informed about the launch of new products and services and the benefits and offers associated with them. Motorola products and services can be brought from independent retailers such as Carphone warehouse, retailing outlets of other network provider such as Vodafone and online through e-commerce websites. Motorola also sells their products and services directly from their outlets and online website(Kotler Armstrong, 2013). Phones and services purchased offline are available to the customers immediately and those purchased online are available to the customers as per time specified on the websites. Products and services available online are found to be comparatively cheaper because the intermediate channel has been eliminated. Motorola is recognised worldwide for their effective service delivery. Their offline service centres are located in different locations and products that are still within warranty period are either replaced or repaired free of cost. Employees at service centres are very customer friendly and ensure that customer queries are answered with every minute detail in order to ensure they are satisfied(Saxena, 2010). Motorola also provide online customer service facilities. As displayed on their website Motorola provide complete product support for all theory products, service and repair options, community resources and also an online tracking option wherein customers can track the status of their order or service. Complaints Organisations selling the products and services are not only responsible for their production and sales but are also responsible for providing post sales services to customers in order to ensure all customer queries and complaints are handled in the most effective manner (Richter, 2012). After sales services are the value added services offered to the customers in order to enhance customer loyalty. For companies like Motorola the quality of after sales services provided to customer greatly influence their buying behaviour. Before buying entertainment related products customer also check about the type of post sales services provided by the organisation (Jayachandran, 2004). Consumer never prefer companies whose reviews for after sales services are bad as they feel once the product has been sold such companies will hardly care about customer problems associated with the product or service(Hackley, 2010). Social media today spreads information faster than wild fire thus customers have access to enough source that provide complete information about the quality of after sales services provided by the company. Motorola is recognised worldwide for its high quality after sales services. They provide their customers with complete information related to the ways customers can register their complaints regarding any issues related to their products or services. Motorola has service centres in almost all placed where they are present and has established customer care centres which work 24*7. Customer care executives undergo extensive training before they go live on handling customer queries (Morgan, et al., 2003). Motorola ensures that their customer care executives have the needed skills and knowledge to answer basic customer queries on the first call itself. Motorola also provide online chat options to their customers through their website where customers can directly chat with customer care executives and get instant response to their queries (Moschis, et al., 1997). Motorola also provide online options such as support forums and developer resources that very helpful for customers. Motorola w ith their talent resources ensure that every single customer complaint gets due attention and is resolved as soon as possible in a way that exceeds customer expectations. Response Time Response time is the measure of time taken by businesses to respond to customer queries and resolve customer complaints (Pelsmacker, 2010). Motorola make huge investment on the training and development of its employees in order to ensure employees are efficient enough to deliver high customer satisfaction. The company ensures that employees have sufficient knowledge about the products and services and the response time for answering customer queries remains less. Depending upon the complexity of the problem, response time vary from 1 hour to 24 hours(Motorola Mobility LCC, 2015). Motorola ensures that the response time never exceeds 24 hours and the customer query tickets are closed only when customers are fully satisfied with the service. Thus, Motorola ensures all aspects of process element of extended marketing mix are in place and work effectively. Physical Evidence In the earlier days when consumer activities and their buying behaviour was quite predictable the physical evidence element of extended marketing mix hardly had any influence on consumer choices and their perception about the organisation (Lamb, et al., 2008). However in todays dynamic business environment it is very difficult to predict consumer buying behaviour(Clemons, 2008). Customers today have access to all information needed about the product and services they are interested in. Customers are free to share their experiences about the product and services on the internet and through several social networking sites. There are a number of online consumer forums where consumers come together and share their stories related to the product and service(Haugtvedt, et al., 2005). Today consumers can easily read reviews and suggestions provided by other consumers and based on that can decide for or against the product and service. Social media today plays the most vital role in developi ng a companys brand image and market position(Jong, 2011). Consumers today are not only influenced by the features of the products and services but are also influenced by the infrastructure of the stores from where they are buying products. The look of the companys office premises and production centre also influence consumers perception about the organisation. Apart from these consumers perception is also guided by the presentation and contents of companys official website which is expected to deliver all information related to the company and its offerings. Physical evidence element of extended marketing mix relates to the environment in which products and services are delivered and the tangibles that help communicate and perform the services (Blythe, 2013). Physical evidence element of extended marketing mix for Motorola is described below: Office and Store Infrastructure Motorola enjoys a wide global presence with operations spread worldwide covering almost every country across the globe. Motorola make huge investment in developing infrastructures that is not only employee friendly but also environmental friendly. Motorola outlets especially those deal in providing entertainment related products and services are designed in a way to enhance customers experience and influence their mood(Motorola Mobility LCC, 2015). The lightening, layout and sound effects at their stores in addition to the appearance and attitude of their store employees help create a unique brand perception in the minds of customers. Motorola ensures that all their store employees specially those in customer facing roles are well dressed and carry a positive attitude while they inform the customer about products and services of handle post sales customer queries. Motorola ensures that the customers should receive the same treatment before and after the products and services have bee n sold to them. User Stories and Recommendations There are a number of factors that influence consumer buying behaviour; psychology is one of the main factors wherein individuals tend to get attracted to products and services which are either being used by others and is recommended by other consumers (Dibb Simkin, 2007). As consumers are becoming more and more active on social media they are connecting to each other and are narrating their stories related to their experience about products and services they use. Word of mouth publicity is considered the best promotion technique as it is the fastest and creates a lasting impact on consumers. Motorola offers its consumers an opportunity to post their stories and experiences about Motorola products and services on the service forum section of their website. Its an open forum that can be accessed by all visitors and they can go through user testimonials and experiences. The company do not hide customer comments so one can find both good and bad comments and can get an idea of advantag es and disadvantages associated with Motorola products and services. Consumers are also provided an opportunity to rate the products and services they have used and the ratings are visible to all website visitors. These user stories and recommendations are also displayed on TV screens of Motorola offline stores in order to help offline consumers in their decision making. Buzz Buzz is a term mostly used in viral marketing wherein consumers and users of the products and services interact with each other which result in amplification or alteration of the original marketing message(Czinkota Ronkainen, 2012). Social networking sites today are the best places wherein consumers and users interact with each other and create a buzz. Motorola understands the importance of social media marketing and how it has redefined the ways organisations connect with their customers. Motorola connects to its consumers through various social networking sites such as Face book, Twitter, Pin it, Instagram, LinkedIn etc (Dibb Simkin, 2007). Whenever a new product is launched or considerable improvements are made to existing products Motorola ensures that a Buzz is created in order to ensure the customers are aware of it. This type of marketing activity also help Motorola in informing their customers about the special offers and discounts running over specific products. This type of viral marketing has both positive and negative effect on customers perception about the company thus Motorola ensures that they keep a regular track of customer comments and try clarifying doubts as and when possible. Below the line promotion for Motorola Promotion is the most important element of marketing mix as it helps organisation in communicating their message to their target audience. Promotion is also called as marketing communication because it helps organisations in passing all information to the potential customers with an aim to either encourage them to buy or to influence their attitudes and buying behaviours (Brady, 2010). Promotion activities can be broadly classified into two groups namely; above the line and below the line promotion. When promotion is carried out through use of mass media such as television, newspapers, radios etc is called as above the line promotion. In this case a fee or commission is paid to the recognised advertising agency that operates on behalf of its clients and is responsible to handling all their advertising activities related to mass media (Dibb Simkin, 2007). On the other hand below the line promotion refers to all forms of non-media communications which also include non-media advertisin g (Blythe, 2013). In this case organisations do not need pay additional fees or commission to any third party. Below the line promotion include a number of activities such as sales promotions, public relations, merchandising, branding, direct selling, exhibitions, sponsorship activities and trade discounts etc. Motorola indulges in a number of below the line promotion activities in order to reach their target customers and ensure that the intended message is effectively convey to target audience. Some of the below the line promotion activities performed by Motorola are; Sales Promotions Sales promotion refers to all marketing activities that aim at improving sales and does not include advertising (Lamb, et al., 2008). These are short term incentives that companies provide in order to gain long term benefits from enhanced customer loyalty. Motorola indulge in a number of sales promotion activities whose objectives are directed at three main groups namely; customers, salesforce and intermediaries (Motorola Mobility LLC, 2015). For its customers Motorola provide a number of special sales offers, considerable price cuts on specific products, coupons for availing special services, buy one get one free, free gifts, lucky draws etc. In order to motivate its salesforce Motorola have several rewards and recognition schemes where in incentives are directly linked to the volume of sales generated by them (Motorola Mobility LLC, 2015). The company also provide incentives in form of cash, gifts, travel options and lucky draws. In order to encourage its trade network to recommend their products to customers Motorola provide them with special schemes that involve extra commissions and overrides (Brady, 2010). The company also organisation events and parties for their trade network to keep them motivated. Public Relations Effective public relations at Motorola enable it in developing and retaining a mutual understanding with its people. Public relations not only help creating a positive perception in the minds of customers about the company but are also effective in enhancing employee commitment and stakeholders trust (Barker, et al., 2012). Some of the public relations activities undertaken by Motorola are; frequent press meets, seminars, lobbying, charitable donations, community relations and sponsorships. Motorola adhere strictly to their corporate social responsibilities. They have created a highly ethical and sustainable global supply chain and also support their suppliers in enhancing their corporate social responsibilities. Branding Branding refers to the marketing activity that helps adopting values, awareness, image, recognition, features, quality, name and benefits onto a product or service (Saxena, 2010). Branding thus refers to the intangible value created by a badge of reassurance and at the same time help differentiating the products or services from those offered by competitors. Motorola has gained worldwide brand recognition as an innovative leader in wireless and broadband communications technologies. Customers trust Motorola products and services for meeting their entertainment needs (Motorola Mobility LCC, 2015). Customers are informed how the company works in close coordination with research agencies and disability centres to better understand the needs of their customers. Motorola offers its customers with most hi-tech products with high device accessibility a feature that is unmatched by competitors. Direct selling Direct selling is that form of marketing wherein the seller gets in direct contact with the buyer and informs them about the benefits and drawbacks if any associated with the products or services (Dibb Simkin, 2007). This form of below the line promotion help sellers in better identifying customer needs and offering them the most suited products or services. Motorola indulge in telemarketing which is a commonly used form of direct selling. Telemarketing is also referred to as telephone sales wherein companies use telephone as the primary means to contact target customers. Motorola has made huge investment in setting up specialised customer service centres which not only handle customer complaints but also make cold calls to inform customers about new product or service launch. All these below the line promotional activities undertaken by Motorola help ensuring that customers are well informed of their products and services and the associated benefits. Conclusion This report gives in-depth understanding of how Motorola defines its people, process and physical evidence elements of extended marketing mix in order to secure its market position and retain its competitive advantage. In todays dynamic marketplace defining the 4Ps of marketing mix is not enough in influencing customers buying behaviour thus it has become very important for organisations to define 7Ps of marketing mix in order to achieve desired organisational goals. Presentation Introduction Marketing management is concerned with the application of marketing orientation techniques within the organization and effective management of organisations marketing activities and resources. Motorola was started in year 1928 in Chicago, is recognised worldwide as the innovative leader in wireless and broadband communication industry. People People element of extended marketing mix of refers to all human resources that are directly or indirectly involved in the production, distribution and consumption of products and services offered by Motorola Employees: Motorola has 19,000 employees working across different location. Motorola greatly emphasize on training and development of employees People Culture: Motorola has a knowledge sharing culture which serves as a competitive advantage for the company Suppliers: Motorola believes in Quality In, Quality Out wherein they understand that quality of their finished goods and services depend on the health of their supply chain across the globe Customers: Motorola believes in Quality In, Quality Out wherein they understand that quality of their finished goods and services depend on the health of their supply chain across the globe Process Process refers to the systems that an organisation uses to deliver its products and services to its target customers Service Delivery: Motorola is a highly customer focused organisation and keeps people at the centre of all technology they design. Motorola is recognised worldwide for their effective service delivery. Process Complaints: Motorola has service centres in almost all placed where they are present and has established customer care centres which work 24*7. Response Time: Depending upon the complexity of the problem, response time vary from 1 hour to 24 hour Physical Evidence Physical evidence element of extended marketing mix relates to the environment in which products and services are delivered and the tangibles that help communicate and perform the services Office and Store Infrastructure: Motorola make huge investment in developing infrastructures that is not only employee friendly but also environmental friendly. The lightening, layout and sound effects at their stores in addition to the appearance and attitude of their store employees help create a unique brand perception in the minds of customers. Physical Evidence User Stories and Recommendations: Motorola offers its consumers an opportunity to post their stories and experiences about Motorola products and services on the service forum section of their website. Buzz: Motorola connects to its consumers through various social networking sites such as Face book, Twitter, Pin it, Instagram, LinkedIn etc Below-the-line Promotion Below the line promotion refers to all forms of non-media communications for which no fee or commission is paid. Sales Promotions: Motorola indulge in a number of sales promotion activities whose objectives are directed at three main groups namely; customers, sales force and intermediaries. Motorola provide a number of special sales offers, considerable price cuts on specific products, coupons for availing special services, buy one get one free, free gifts, lucky draws etc. Below-the-line Promotion Public Relations: Some of the public relations activities undertaken by Motorola are; frequent press meets, seminars, lobbying, charitable donations, community relations and sponsorships. Branding: Motorola offers its customers with most hi-tech products with high device accessibility a feature that is unmatched by competitors Direct Selling: Motorola has made huge investment in setting up specialised customer service centres which not only handle customer complaints but also make cold calls to inform customers about new product or service launch Conclusion In todays dynamic marketplace defining the 4Ps of marketing mix is not enough in influencing customers buying behaviour thus it has become very important for organisations to define 7Ps of marketing mix in order to achieve desired organisational goals. References Baines, P., Fill, C. Page, K., (2013) Essentials of Marketing. Oxford: Oxford University Press. Barker, N., Valos, M. Shimp, T. A., (2012) Integrated Marketing Communications. New York: Cengage Learning. Belch, G. Belch, M., (2011) Advertising and Promotion: An Integrated Marketing Communications Perspective. Chicago: McGraw-Hill Education. Blythe, J., (2013) Principles and Practice of Marketing. London: Sage. Boone, L. Kurtz, D., (2011) Contemporary Marketing. New York: Cengage Learning. Brady, D. L., (2010) Essentials of International Marketing. New York: M.E. Sharpe. Clemons, E. K., (2008) How Information Changes Consumer Behavior and How Consumer Behavior Determines Corporate Strategy. Journal of Management Information Systems, p. 29. Czinkota, M. Ronkainen, I., (2012) International Marketing. New York: Cengage Learning. Dahlen, M., Lange, F. Smith, T., (2010) Marketing Communications: A Brand Narrative Approach. New Jersey: John Wiley Sons. Dibb, S. Simkin, L., (2007) Marketing Briefs. New Jersey: Routledge. Ferrell, O. C. Hartline, M., (2012) Marketing Strategy. New York: Cengage Learning. Graham, H., (2008) Marketing Strategy and Competitive Positioning. New Delhi: Pearson Education India. Hackley, C., (2010) Advertising and Promotion: An Integrated Marketing Communications Approach. London: SAGE. Haugtvedt, C. P., Machleit, K. A. Yalch, R., (2005) Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World. Oxford: Psychology Press. Jayachandran, S., (2004) Marketing Management. New Delhi: Excel Books India. Jong, R. D., (2011) Online Visual Merchandising, A New Perspective. [Online] Available at: https://fashionscollective.com/FashionAndLuxury/06/the-important-elements-of-online-visual-merchandising/ [Accessed 2014]. Kotler, (2007) Framework for Marketing Management. New Delhi: Pearson Education India. Kotler, P., (2008) Principles of Marketing. New Delhi: Pearson Education India. Kotler, P. Armstrong, G., (2013) Principles of Marketing 15th Global Edition. Melbourne: Pearson Education Australia. Lamb, C., Hair, J. McDaniel, C., (2008) Essentials of Marketing. New York: Cangage Learning. Lamb, C., Hair, J. McDaniel, C., (2012) Marketing. New York: Cengage Learning. Marketing Mix, (2013) The Essential 7Ps To An Effective Online Marketing Strategy. [Online] Available at: https://marketingmix.co.uk/ [Accessed 2015]. Morgan, R. E., Strong, C. A. McGuinness, T., (2003) Product market positioning and prospector strategy: An analysis of strategic patterns from the resource based perspective. European Journal of Marketing, 37(10), pp. 1409-1439. Moschis, G. P., Lee, E. Mathur, A., (1997) Targeting the mature market: opportunities and challenges. Journal of Consumer Marketing, 14(4), pp. 282-293. Motorola Mobility LCC, (2015) Quality In, Quality Out. [Online] Available at: https://www.motorola.com/us/Corporate-Responsibility/corporate-responsibility-suppliers.html [Accessed 2015]. Motorola Mobility LLC, (2015) About Motorola. [Online] Available at: https://www.motorola.com/on/demandware.store/Sites-Motorola_WE-Site/en/Page-Show?cid=about-we [Accessed 2015]. Pelsmacker, D., (2010) Marketing Communications. England: Pearson Education Limited. Pride, W. Ferrell, (2008) Marketing. New York: Cengage Learning. Richter, T., (2012) International Marketing Mix Management: Theoretical Framework, Contingency Factors and Empirical Findings from World-markets. Berlin: Logos Verlag Berlin GmbH. Saxena, R., (2010) Marketing Management 4E. New Delhi: Tata McGraw-Hill Education. Strydom, J., (2005) Introduction to Marketing. Cape Town: Juta and Company Ltd. Vieceli, J. Valos, M., (2012) Marketing Management. New Delhi: Atlantic Publishers Distri. Weinstein, A., (2007) A strategic framework for defining and segmenting markets. Journal of Strategic Marketing, 14(2), pp. 115-127. Yeshin, T., (2012) Integrated Marketing Communications. New Jersey: Routledge.

The Crucible Essay Research Paper The CrucibleThe free essay sample

The Crucible Essay, Research Paper The Crucible The Crucible is a drama written by Arthur Miller. It is about a clip of mundane people who use lying as a arm while stating they are pure and spiritual. This narrative is a premier illustration of how people will make anything to acquire what they want, even if it means aching other people. This narrative is about a smattering of misss who use other people to salvage themselves. These misss were caught dancing around a fire and what seemed to be a charming brew. Although these misss were making nil wrong they felt to be on the safe side to state that other people made them dance and subscribe the book of the Satan. Although all the people in this drama is acquiring betrayed or bewraying other people. One of the chief people in this narrative was Abigail Williams. She was average and would make anything to acquire what she wanted. She was in love with an older married adult male and she was covetous of the married woman. Abigail wanted nil more in her unrecorded so to happen a manner to acquire rid of his married woman so she can take her topographic point. In the procedure of non acquiring in problem for dancing in the forests and seeking to acquire the love of her live, she convinced the other misss of aching alot if guiltless people. She got all kinds of people thrown in prison such as Rebecca Nurse and Mary Warren. She got all these people in problem by stating she saw them with the Satan and accused them of enchantress trade. John Proctor started to be a nice cat, but subsequently in the book when his married woman was accused of witchery he seemed to hold changed. He ended up being average and started to mistreat his power to the family amah named Mary Warren who was one of the childs stating prevarications. He told her that if she did non get down stating the truth about her and the other misss so he would kill her. By stating this he showed that he doesn? T attention for anyone except him and his married woman. Even though he knew from the beginning that the misss were lying he allow other guiltless people die. When Mary Warren went to the justice to state the truth she knew either manner that she was ruined. She knew that if she told the truth that the other misss would turn on her and impeach her, but if she didn? T so she knew the John Proctor would make what he said and kill her. She went to the tribunal and merely as she thought the misss said they saw her as a xanthous bird. The lone thing she could believe of to take back what she said and acquire the misss to halt was to state that John Proctor was into witchery and he put a enchantment on her. The misss eventually stopped with their prevarications when they went to far, they started to fault the city managers married woman. After that the justice eventually relized that all of the misss have told nil but prevarications and guiltless people died for nil. That was the terminal of the Salem enchantress tests. This narrative was a good illustration of how life was back so, and how everyone thought they could hold their manner. The Salem enchantress tests killed 100s of guiltless people who died by nil more than prevarications.

Short questions answer Essays

Short questions answer Essays Short questions answer Essay Short questions answer Essay The objectives of the study give the study a direction. They act as guidance map by determining the procedures that will lead to eventual findings of the study. Objectives assist in determining the kind of data to use for the study and the procedures for collecting the data. Objectives determine the variables to measure in our study and, therefore, give the study a more definite purpose. Costs are easily estimated and planners are enabled to give a definite time frame in which to complete the study. Focus groups, as a source of data, are more of communicative and are qualitative. People are brought together and are stimulated to give opinions and express feelings. An example is where employees may be assembled to express their feelings towards their employer. Questionnaires are also qualitative since they ask for opinions. They are communicative since the researcher does not make observations.   A questionnaire can be used to collect data on income ranges of the respondents where the ranges are in categories.   Market tests is observational since the data recorded is captured as it occurs.   These are mostly quantitative, recording variation in market prices of commodities over time. Ethnographic study is qualitative and communicative.   It goes beyond mere observation by having the researcher totally involved in the experiences of the respondent. Biographies study can be both quantitative and qualitative but most are the latter.   Such studies are observational since there is no interaction that could amount to communication. Participant observation study is qualitative and involves more of observation of people behavioural patterns. Research that is intended to unravel corruption deals within a firm can conceal its purpose since this would raise suspicion among respondents.   Required information would not be obtained.   Market research companies may conceal the purposes of their study if they intend to find the strategies that work best for companies. Such information would be withheld by any company to avoid competition.   Some information for minorities is hard to obtain unless research purpose is concealed.   This is because minority groups feel like they are being intimated by gathering sensitive information from them. An independent variable can take a random value since its not being influenced by other factors.   A dependent variable’s value is affected by the value of another variable, the independent variable.   One such test is the Chi Square test of independence.   This test gauges whether any two independent variables have any association between them.   As an example the test can measure if there is any association between a respondent’s sex and their income levels where the income levels categorized into groups, (Downing, 2003). For the Chemist’s case, Chi Square Test would be used to test the independence of variables on the choice of a store by customers.   This would highlight the factors that influence a person’s choice of a store and advice would be given to the company on what to emphasize.   For the Publishing house survey, Chi Square Test would be used to determine the interactions between the factors.   The Chi Square Tests would indicate clear differences and whether or not the differences are significant.   This would enable us to either refute the null hypothesis or fail to reflect it.   For the jewelry stores study, T-Test best fits the study.   The T-test would show if there are significant differences in the average amounts spent and the sales.   T-test measures differences for continuous data (Downing, 2003).

All About the Chapultepec Castle in Mexico City

All About the Chapultepec Castle in Mexico City Located in the heart of Mexico City, Chapultepec Castle is a historic site and local landmark. Inhabited since the days of the Aztec Empire, Chapultepec Hill offers a commanding view of the sprawling city. The fortress was the home of legendary Mexican leaders including Emperor Maximilian and Porfirio Diaz and played an important role in the Mexican-American War. Today, the castle is home to the first-rate National Museum of History. Chapultepec Hill Chapultepec means â€Å"Hill of the Grasshoppers† in Nahuatl, the language of the Aztecs. The site of the castle was an important landmark to the Aztecs who inhabited Tenochtitlan, the ancient city which would later become  known as Mexico City. The hill was located on an island in Lake Texcoco where the Mexica people made their home. According to legend, the other people of the region did not care for the Mexica and sent them to the island, then known for dangerous insects and animals, but the Mexica ate these pests and made the island their own. After the Spanish conquest of the Aztec Empire, the Spanish drained Lake Texcoco to control flooding issues. On the grounds near the castle, at the base of the hill in the park near the  Nià ±os Heroes  monument, there are ancient glyphs carved into the stone during the reign of the Aztecs. One of the rulers mentioned is Montezuma II.   The Castle After the fall of the Aztecs in 1521, the hill was largely left alone. A Spanish viceroy, Bernardo de Glvez, ordered a home built there in 1785, but he left and the place was eventually auctioned off. The hill and assorted structures upon it eventually became the property of the municipality of Mexico City. In 1833, the new nation of Mexico decided to create a military academy there. Many of the older structures of the castle date from this time. Mexican-American War and the Hero Children In 1846, the Mexican-American War began. In 1847, the Americans approached Mexico City from the east. Chapultepec was fortified and placed under the command of General Nicolas Bravo, a former president of the Mexican republic. On September 13, 1847, the Americans needed to take the castle to proceed, they did, then secured the fortress. According to legend, six young cadets remained at their posts to fight off the invaders. One of them, Juan Escutia, wrapped himself in the Mexican flag and leaped to his death from the castle walls, denying the invaders the honor of removing the flag from the castle. These six young men are immortalized as the Nià ±os Heroes or â€Å"Hero Children† of the war. According to modern historians, the story is likely embellished, but the fact remains that Mexican cadets did defend the castle bravely during the Siege of Chapultepec. The Age of Maximilian In 1864, Maximilian of Austria, a young European Prince of the Habsburg line, became emperor of Mexico. Although he spoke no Spanish, he was approached by Mexican and French agents who believed that a stable monarchy would be the best thing for Mexico. Maximilian resided at Chapultepec Castle, which he had modernized and rebuilt according to the European standards of luxury at the time with marble floors and fine furniture. Maximilian also ordered the construction of Paseo de la Reforma, which connects Chapultepec Castle to the National Palace in the center of town. Maximilian’s rule lasted three years until he was captured and executed by forces loyal to  Benito Juarez, the president of Mexico, who maintained he was the legitimate head of Mexico during Maximilians reign. Residence for Presidents In 1876, Porfirio Diaz came to power in Mexico. He took Chapultepec Castle as his official residence. Like Maximilian, Diaz ordered changes and additions to the castle. Many items from his time are still in the castle, including his bed and the desk from which he signed his resignation as president in 1911. During the Mexican Revolution, various presidents used the castle as an official residence, including Francisco I. Madero, Venustiano Carranza, and Alvaro Obregà ³n. Following the war, Presidents Plutarco Elias Calles and Abelardo Rodriguez resided there. The Castle Today In 1939, President Lazaro Cardenas del Rio declared that Chapultepec Castle would become the home of Mexicos National History Museum. The museum and castle are a popular tourist destination. Many of the upper floors and gardens have been restored to look as they did during the age of Emperor Maximilian or President Porfirio Diaz, including original beds, furniture, paintings, and Maximilians fancy coach. Also, the exterior is renovated and includes the busts of Charlemagne and Napoleon that had been commissioned by Maximilian. Near the entrance to the castle is a massive monument to the fallen during the 1846 Mexican-American War, a monument to the 201st Air Squadron, a Mexican air unit which fought on the side of the Allies during World War II  and old water cisterns, a nod to Lake Texcocos former glory. Museum Features The National Museum of History includes pre-Colombian artifacts and displays about ancient cultures of Mexico. Other sections detail important parts of Mexican history, such as the war for independence and the Mexican Revolution. Oddly, there is little information about the 1847 Siege of Chapultepec. There are numerous paintings in the museum, including famous portraits of historical figures such as Miguel Hidalgo and Josà © Marà ­a Morelos. The best paintings are the masterpiece murals by legendary artists Juan O’Gorman, Jorge Gonzlez Camarena, Jose Clemente Orozco, and David Siqueiros.

The Power Of American Media Essay Example | Topics and Well Written Essays - 2000 words

The Power Of American Media - Essay Example Even before America gained her independence in the late 18th century, Europe’s tabloid presses were already having a field day exposing sensational events that would put today’s reality media to shame. Stories like the gruesome attack on a businessman and the â€Å"deflouring† of his two daughters appeared in a Dutch pamphlet in 1601 and led to a crackdown on banditry. Tabloid reports on the adulterous escapades of England’s popular Queen almost sparked a revolt in the early 19th century (Economist 107). So powerful were newspapermen that Burke (1729-1797) coined the term â€Å"Fourth Estate† to describe them as a new and powerful social class in England. It was Burke who pointed out the duty of the press as guardians of public interest and watchdogs of government. He believed that newspapermen had a power all their own in government: the power to speak and the power to make others listen through the printed word, and to act as a check and balance to the other social classes (Lords, Clergy, and People) by upholding democracy and defending public interests (â€Å"A Vindication†¦Ã¢â‚¬ ). But it was Carlyle (1795-1881), quoting Burke, who extended the description as to include the â€Å"Able Editors† and printers (â€Å"Heroes†), widening the Fourth Estate as to include the whole mass media. Carlyle, an individualist who vehemently distrusted democracy and legislators and hated industrialists, had in mind William Cobbett, England’s great newspaperman w ho denounced the political system as nepotistic, corrupt, and elitist and had to flee to America in 1818 to escape trial. Returning in 1820, Cobbett reported juicy tidbits of the King’s private life, in the process gaining popular support and acquittal for the embattled Queen.

Relationship between demand and price of house increasing in China Research Proposal

Relationship between demand and price of house increasing in China - Research Proposal Example The results from their research had suggested that the major push in the rising demand of housing in China is coming from the stimulus provided by the government. The government strongly regulates the prices of the housing market by adopting relevant polices. According to the research conducted by Rothman (2011 cited in Stohldreier, 2012) government in China wants to influence house ownership which explains the high demand of housing in the country. Researchers have pointed out that there are many factors which influence the housing prices. For instance the research conducted by Beltratti and Morana (2010) had pointed out that the main factors which influence the price of housing include variables like private consumption, rate of CPI inflation, interest rates of the economy, stock price and price of oil. Few researchers have focused on the impacts of monetary policy on the housing market. The results obtained from their study are however mixed and does not show convergence. The research work undertaken by Iacoviello & Minetti (2008) had focused on the impact of credit channel on the housing market. The results from the study had shown that house prices are heavily influenced by changes in the interest changes of the economy. However, this research was conducted in the Western countries namely Finland, Germany, UK and Norway. Researchers who have focused on the Chinese market specifically have found that rising income of the households is one of the strongest factors that have influenced the demand for housing in China. The past three decades of rapid economic growth in the country have had a huge impact on raising the income of the middle-income households including their disposable income (Chen, Guo and Wu, 2011). Additional factors that have influenced the house of pricing in China include high rate of population growth, rise in savings rate, investment in fixed as sets and rising construction

Graffiti Art Essay Example for Free

Graffiti Art Essay In the late 1960s’s, another art genre was recognized and developed although its lack of form and other basic aesthetic elements has been once a topic of debates as regard its acceptance in the artistic world. Obviously, it differs from the works of art found in museums and galleries and its kind are not found in those elite locations because its location is specific. The location of graffiti art has been actually a subject of oppositions as well as its bold, unexpected and unconventional presentation. Although still, its location, may it be illegal, does not disqualify it as art. Thus, graffiti art is a form of art despite criticisms on its legality, coherence and presentation. It is also argued that graffiti art is a form of vandalism, but this is true only if they appeared on private or public property without permission. Graffiti art is indeed another genre of visual masterpiece. Graffiti comes from â€Å"grafficar†, an Italian word for drawings, markings, patterns, scribbles, or messages that are painted, written, or carved on a wall or surface. Graffiti is the plural of grafficar. Grafficar also signifies a process meaning to scratch. Examples of which are different wall writings ranging from cave paintings, bathroom scribbles, or any message that is scratched on walls. In the ancient Egypt and Rome, in particular, graffiti has been visible in monuments and building walls which are now being explored. It is originally used to term inscriptions, figure drawings, and other carvings found on the walls of ancient sepulchers or ruins. Examples are the Catacombs, or those found at Pompeii. (Whitford, 1992. pp. 137) In the modern era, present day graffiti is also associated to any unsolicited markings on a private or public property, usually considered to be vandalism. In the early 1970s young New Yorkers has started to adopt tags, signatures and signs using aerosol sprays and markers in public places. The youngsters, belonging to the black and Puerto Rican communities have initiated the tagging which eventually developed and soon covered the citys walls, buses and obviously in subway trains. Tags even cover the entire train. Some may contain screen names or reflections of the writer, comes in subtle and often cryptic messages. Taki, an artist of Greek-American descent, was the first modern identified tagger in New York. He signed himself Taki 183, the number probably derived from the number in his apartment block. Some names also made their appearances in some real urban murals painted with spray-paint. Tags such as Futura 2000, Dust and Pink gained fame and recognition in the world of hip-hops. There were also Basquiat and Haring who also started to work in the street and the subway but their works swiftly spread beyond the works of graffiti. Their works attracted the attention of influential dealers which put them in great demand although their works were considered one of the rare forms of graffiti art. (Graffiti†¦ 2007, p. 1) Tagging and graffiti differs from each other although arguments about this difference still arise. Tagging is associated negatively as gang-motivated and illegal because it is usually meant as vandalism. It is also viewed as too vulgar or controversial to have public value. On the other hand, graffiti can be viewed as creative expression, not to mention its usual link to politics. Main Types of Graffiti Art The main types of graffiti fall into different categories and have their own names which are recognized in cities all over the world. First is â€Å"Hip Hop Graffiti†. This is characterized by ‘pieces’ which hip hop graffitists create by aerosol spray paints. They are large and colorful works, usually including either a complex mix of letters or a cartoon-style picture. This type of graffiti often lacks much thought and planning in design and usually takes an extended period of time. Second is the â€Å"Opportunistic Graffiti† which location is selected impulsively, on the basis of low risk and low natural surveillance. Graffitists of this type usually use tags or scrawling to mark their territory. Third type is the â€Å"Gang Graffiti†. Gang graffiti is not art work but a sophisticated communication to publicize gang power, status, and territory. This type is somehow related to opportunistic graffitists because they also use tags or scrawling to mark territory. But in addition to this, gangs use graffiti to create notoriety or show off their defiance of the law and society, and as a mode of marking their presence. The fourth, the â€Å"Political Social Graffiti† is obviously of racial or political motivation. This is uncommonly regarded as part of the graffiti subculture, although it is recognized as damaging to property. The last type is the â€Å"Commercial Graffiti† which is an emerging civic problem. This involves huge compensations paid by private organizations to graffitists to spray advertising logos onto walkways and buildings for promotions of their products. This type is an illegal form of advertising that avoids normal planning laws. (Stowers 1997, pp. 1-2) Gang Graffiti: The Most Dangerous Graffiti The gang graffiti is the most controversial not just because of the characters of its writings but because of its social impact in the neighborhood. Gang graffiti is an indication of gang presence in the community. Gangs use graffiti as their newspapers, thus they usually call it â€Å"newspaper in the wall† as gangs use them to send messages. This is their way of marking boundaries and warning rival gangs. Graffiti may also be an instrument to advertise drug market or, as a memorial to a killed gang member. Symbols and cryptic writing style is exclusive in each gang. Death warrants and beat downs are known to be posted in graffiti. Upside down or crossed out graffiti generally means a put down or threat to a rival gang or person. (Bland and Read 2000) According to Michael Carlie (2002), graffiti is the most common method of gang communication and a major symbolism of their gang affiliation. Jonathan Kellerman (1994) as cited by Carlie referred to graffiti as â€Å"the hieroglyphics of rage† because of the violence associated with it. On the surface, a person who is not familiar with it might think of graffiti as a simple nonsense painting on the wall or in poles or elsewhere, or just a plain vandal. Carlie adds that among other things, graffiti communicates the â€Å"role call† or the roster of gang members, or the hierarchy of gang members. It also implies whos around, whos with who, whos disrespecting who, which gangs are claiming what territory and which areas are in dispute. It may be an announcement of current gang activities and whos getting ready to attack who, or whos already been killed. A familiar language, for example, is the â€Å"X† which if marked on a member’s name means he is the likely target for an attack or murder. (Carlie 2002, pp. 2) An important not on gang graffiti is, in many ways, it is a code and codes in general are subjects to analysis. Deciphering gang graffiti requires the understanding of the symbols, abbreviations, structure, that composes the gang language. In the United States, gang graffiti is usually based on two dominant styles the L. A. and Chicago styles which vary greatly and influence to some degree across the country. Some gangs use an exclusive style while others use a combination. For example, the Gangster Disciples originated in south-side of Chicago might combine L. A. style gang lettering with Chicago Folks Nation symbols. In New York, Latin Kings might use Chicago Latin King symbols but with New York tagger style graffiti lettering. (Graffiti 2010) These styles and some of the variations are seen throughout the country and a person who understands both styles is more likely to understand most, if not all, gang graffiti. Characters of gang related graffiti has sharp, angular stick letters, or mostly contains religious, even â€Å"satanic† imagery, or is done in one color of paint. Most of the times they are very simple and flat-out which make them easy to figure out. But no matter how simple they appear, it still requires some basic code-breaking skills. (Deciphering Gang†¦2010. p. 1) Figure 1: WS 18 St, HGS West Side Eighteenth Street (gang), Hoover Gangsters (a clique of 18th Street) Two-digit numbers, especially â€Å"13? , â€Å"14? , or â€Å"18? , signifies graffiti for a hispanic gang while three digits, especially if they are the area code of your neighborhood, it’s almost certainly not a hispanic gang, but a typical prison or street sort. Exception to this is numbers followed by â€Å"K† which means a threat from a rival gang. â€Å"WS18? (figure 1) is a tag for the (hispanic) West Side 18th Street gang out of California. â€Å"WS18K† means a threat towards 18th Street by a local gang. Note that â€Å"K† is short for â€Å"Kill†. If there are two digits, see if they’re prefixed by â€Å"N†, â€Å"S†, â€Å"E†, or â€Å"W† (or â€Å"NS†, â€Å"SS†, â€Å"ES†, or â€Å"WS†) which relate to the cardinal directions, and form part of the gang’s identity. Hispanic gangs more often use 13 and 14 the 13th letter of the alphabet is â€Å"M†, which generally stands for â€Å"Mexico† or â€Å"La Eme†, the Mexican Mafia and the 14th letter â€Å"N† generally means â€Å"North† that symbolizes which end of California the gang originated from. It is a division as gangstas from the north and south parts of California frequently clash. Figure 2: Lil Capone WS VSLC, crossed out BK, Crossed out PBGK Lil Capone (name of gang member) West Side Venice Shoreline Crips, Blood Killer, Playboy Gangster Killer (disrespect to rival gangs) Certain patterns appear without the numbers. As always, â€Å"K† is a threat to â€Å"(K)ill†, as are any crossed-out letters. â€Å"A† as in â€Å"Almighty† â€Å"N†, that virtually stands for â€Å"Nation† can be safely ignored. When seen together, which usually occurs, it show up that the gangs used to calling themselves the Almighty Whatever Nation. Figure 3: GD around Star of David with number six inside the star, pitchfork extending from the D Gangsters Disciples with six point star representing GDs and Folks. Pitchford represents GDs and Folks Gangs which are known in the country carry a finite code which makes them easy to identify. â€Å"GD† is the Gangster Disciples and â€Å"VL† are the Vice Lords. â€Å"LK† are the Latin Kings, and â€Å"LQ† the Latin Queens; sometimes when they’re getting along, they’re the LKQ Latin Kings and Queens. Crossed-out letters in gang graffiti usually mean a threat. Letters â€Å"B†, â€Å"C†, â€Å"F†, â€Å"P†, or â€Å"S† crossed-out in a piece of gang graffiti, it signifies a threat towards a gang whose name, â€Å"nation†, or nickname begins with that crossed out letter. In the Vice Lord tag, the letter â€Å"C† is not crossed out which tells you the local Vice Lords don’t have complaints with the (C)rips. Gangs should write very carefully because all too often, little slights in graffiti like crossing out letters, or painting over rival gangs’ tags, are a sure warning sign of impending gang war. Figure 4: CVLN Conservative Vice Lords Nation. Cane extending from the L is a CVL symbol. Upside down pitchfork shows disrespect towards Fold Nation gangs. Knowledge in deciphering gang graffiti introduced you to a neighborhood of gangs. In (figure 4) the â€Å"C† is short for â€Å"Conservative†. The â€Å"Conservative Vice Lords† are one of several dozen larger Vice Lord â€Å"sets† around United States. Some communities have taken a massive campaign against graffiti and also intensifies gang reduction. In Florida, the Florida Department of Corrections website posts information to help educate the public in reducing gang activities, which imposes threat to the community. Some gangs, the website says, even use graffiti as Death warrants to authorities specifically to police officers. Community awareness program in most part of America uses the 4 Rs of graffiti to intensify campaign against gangs and gang graffiti. The slogan says, â€Å"READ IT, RECORD IT, REPORT IT REMOVE IT†. (Deciphering Gang†¦2010, p. 1) Thus, citizens should read it and report it to police, and police will record it and then remove it. These steps are important but the removal of the graffiti is the most risky. Removal of graffiti manifests the neighborhoods refusal to be dominated or intimidated by gangs which is a language most gang members understand. Neighborhood residents who ignore graffiti and bother not to remove them are viewed as frightened and weak by the gangs who made them. At the worst, there are instances that gang members attack people who attempt to remove or cover their graffiti. Gang graffiti is the most dangerous of all graffiti and can usually be found around community rail stations. It marks territory and rival gangs usually challenge for territory by crossing out another gangs graffiti. It imposes real and great danger to the residents. Messages in graffiti are taken seriously by gangsters and the longer graffiti is, the greater the risk that the threats will be acted on. Graffiti is a gateway crime and membership in gangs certainly guarantees a criminal record. Since juvenile of minor age receives more lenience when it comes to punishment, the minors are the usual target of recruitment and the doer of crimes. Residents Against Graffiti Everywhere (RAGE) is a community group that looks at social issues and works with local councils and Governments towards promoting a zero tolerance policy on graffiti. (Bland and Read 2000, p. 179) By legal definition, graffiti is vandalism. It is the unauthorized application of markings on someone else’s property, especially without permission. Therefore, legality wise it is a crime. The manner that graffiti is regularly produced as illegal detracts it from the concept to be considered an art form. Very unfortunately that graffiti is responded with outrage over the abuse of someone’s property. This negative connotation may take away the value or impact of the artist’s original message. Perhaps, it would be better to get permission from the owner of the â€Å"canvas† to display the art. Yet, graffiti still elicits emotional response even in its illegal state. Furthermore, it is composed of lines, shapes, color, tones, and forms in a display that conveys a certain message and elicits an emotion. Therefore, it is safe to say that graffiti is indeed an art. As George Stowers (1997) presented four criteria as basis that some forms of graffiti become a work of art. First, the artists intention to produce a work of art separates graffiti art from everyday graffiti markings. Second, graffiti art established a history of development in style and technique. Third, the art world has already recognized graffiti as an art form. Fourth is the public response to graffiti art indicates that it is art. Regardless of the message it conveys, the fact that graffiti carry the aesthetic and creative symbolism and expression, public agrees that graffiti is a form of art. Like other art forms, graffiti art is a definite art when both the artist and the audience agree on the works ability to provide maximal aesthetic satisfaction. Graffiti is presently known as spray can art which is a form indeed recognized as art. It has form, color, and other base properties as any other art pieces. It also has as an arrangement of these elements into structures that qualify it aesthetically as being art. However, something that is done with spray paint might make it graffiti, but not necessarily qualify as art or graffiti art. Location and presentation still are the factors that hinder the general acceptance of graffiti art. However, the instances that the art world’s acceptance of graffiti art shows that conventional methods of presentation are not all that matters in determining graffiti as an art. Graffiti in the form of spray can art is art like any other work that might be found in a gallery or a museum. References Bland, N. Read, T. (2000). Policing Anti-social Behaviour. Police Research Series 123, Policing and Reducing Crime, British Home Office, London, UK. Carlie, Michael. (2002) Graffiti and Other Gang Identifiers. (Into the Abyss: A Personal Journey into the World of Street Gangs) Retrieved 23 May 2010 from http://faculty. missouristate. edu/m/MichaelCarlie/what_I_learned_about/GANGS/graffiti _and_other_identifiers. htm. Deciphering Gang Graffiti (2008). The Slugsite. com. Retrieved 23 May 2010 from http://www. slugsite. com/archives/825. Graffiti. (2007) The Huntfor. com retrieved 23 May 2010 from http://www. huntfor. com/arthistory/C20th/graffiti. htm.

The Eye And Laser Eye Surgery Essay -- essays research papers

A Functioning Eye (Emmetropia) The eye is the organ of sight. It is used in almost everything we do, from playing sport to reading. A normal and well functioning eye can focus objects and images, both near and far, perceive depth and adapt to changes in light. The perception of depth is due to having two separate eyes creating two separate images, while the ability to adapt to light change is attributed to the iris and the dilator muscles. However these two aspects of the eye are not involved in laser eye surgery and will not be discussed in reference. The focusing of objects and images is very much part of laser eye surgery. In order for a clear visual image to be formed the image must come to a point on the retina. Light rays do not normally travel toward each other, usually the light rays either travel outwards or almost parallel, for this reason the light rays must be refracted. The cornea is the primary place of refraction, the â€Å"bent† light rays then travel through the aqueous humor and the pupil to the lens. Here the light is one again refracted even closer together, the light then goes through the vitreous humor and is projected onto the retina. The focus of the lens should be aimed at the fovea centralis (a tiny pit in the middle of the macula). It is in this region that vision is most sharp. For this reason, instead of simply staring at one point the eye must constantly â€Å"scan† the area to focus the whole object or image. In order to accommodate the changing distances of the object or image the lens in the eye has to adjust, becoming thinner to focus distant objects and fatter to focus near by objects. This process, of changing the lens thickness is known as accommodation. In order for this to occur the ciliary muscles contract and relax. The contraction fattens the lens and the relaxation stretches the lens. The eye functions on much the same principle as a camera. The iris, or coloured portion of the eye, acts as a shutter to regulate the amount of light admitted to the eye. The cornea (the clear window at the front of the eye) and the lens (located behind the pupil) serve to focus light rays from the object viewed onto the retina at the back of the eye. The retina then transmits the "picture" of the object viewed to the brain where the object is "seen". Clear vision is the result of light rays passing through the cornea,... ...ubstantially reduced. 3) Post-operative visual acuity is restored within a few days rather than weeks. 4) Less corneal scarring in the long term, less change due to healing (regression) and thus greater stability of the correction. When comparing only the benefits of Lasik over PRK the first impression is that Lasik has the potential to be a superior procedure. There is however, a very significant list of potential complications or risks and these include: 1) Failure of automated instrument to leave a hinge on the corneal flap, with the first incision. 2) Loss of the corneal flap during the operation. 3) Loss of the corneal flap after the operation. 4) Slipping of the flap and healing off center. 5) First incision too deep (perforation of the eye) or too shallow, causing a hole in the flap. 6) Invasion of the surface tissue into the central tissue of the cornea. 7) Infection of the cornea. 8) Loss of visual acuity - from scarring or from decentration of the PRK. 9) Technical problems with complex and finicky automated diamond-cutting devices. 10) The procedure is much more dependent upon surgeon's operating skills, than the computerized precision of the PRK procedure.

Communication skills Essay

Communication is a vital human process that people practice and commit to everyday. Communication is used by people to in interacting with one another and in developing or establishing a particular relationship with the other participants involved in the communication process. Through communication, people are able to understand each other’s views and ideas. There are various types of communication used by people. As such, messages can be conveyed by using different ways and means of communicating with others. One of the important types of communication is through public speaking. We often see this type of communication among public officials when conducting their speeches and any person with authority rendering important messages. Public speaking is a form of mass communication devised to address a diverse group of people at one time. Public speaking is an art or process of addressing the public. It is also a form of an effective oral communication in front of an audience (Merriam-Webster Online Dictionary, 2009). Public speaking is often regarded as an art just like acting and dancing. This misconception led us to alter or conceal the usefulness of public speaking. There are two types of art, aesthetics and useful arts. The two is far different from each other. Aesthetic arts aim to render entertainment, and as such giving pleasure is its main goal. On the other hand, useful arts aim to accomplish a material and useful ends (Dolman, 2008). Public speaking is a real communication between persons and is a form of practice of the useful art. In instances, public speaking may pave the way for a significant change. Public speaking is often neglected and overlooked by people who think it is not important for thinking that they will never be engaged in speaking in public. But sometimes, unexpected situations arise as we are called for a presentation of a topic in front of a large and diverse audience. It is no longer an issue if public speaking should be included in the comprehensive curricula of schools and universities. The place of public speaking in the campuses has long been established for its assumed relevance to the people once they have to face reality and its challenges. Teaching this course, maybe in one form or another, is important in a child’s education. It is assumed that students are not only trained to have knowledge in effective communication, but also teaches them rigid intellectual discipline (Winter, 2005). Regardless of your personality and what line of job you are doing, you will never know when the time to speak in front of an audience has risen. The training offered in schools serves as a preparation for the future needs for effective oral communication. It may be an academic presentation or a big company address. In both these fields, effective public speaking is required in addressing the audience. Some people do not give high importance in acquiring good public speaking skills thinking that the skill is designed for public officials and salesman. Good public speaking skill is the gem of good and effective communication skills and acquiring such skills may be essential in one’s career. Even if you are signing up for a new job, employers consider the communication skills both spoken and written and become part of their hiring decision. Skills in public speaking do not only prove as useful in addressing large audiences but it is also inter-related with the other communication skills of a person. As you improve your public speaking skills, you also improve your interpersonal communication with your peers and family. The skill in public speaking has become exceedingly useful to people and to the traditional and contemporary society. No one exactly ever knows who will be the next leaders of the society. Once leadership is achieved by an individual, the skill in public speaking is very important and indispensable. Every prominent man and woman in every field is often required to address different kinds of audiences once a while (Hayworth, 2005). There are a number of reasons why people should learn public speaking and why every student should take such course. First, almost every one of us will be required to be involved in public speaking at some point in our lives. It may be a simple class reporting or recitation or an inaugural speech, preparation and knowledge is vital to every person as they engage in such activity. In addition, employers value the skill in public speaking in finding their potential employees. Acquiring a skill or formal education in public speaking will give the person an edge or an advantage in finding a job. Lastly, being an effective speaker renders one the tool to significantly change and make a difference in your business or community (MoneyInstructor. com, n. d. ). A person may not know what type of career he or she will end up working. It may be in a fast food chain or in a big company, where constant communication with clients and customers require effective communication. Public speaking may be able to teach how to compose oneself in dealing with clients and customers and how to relate to them through various types of communication. Moreover, students will not only develop their communication skill when taking up this course. Learning the subject may offer them the ability and capacity to meet the demands of life. In the class, they will develop more poise and confidence that may help and enable them to face situations which require such skills and abilities (Hayworth, 2005). Learning public speaking skills will not only improve your communication skills but will also improve discipline, posture, and boost one’s confidence. Communication skills may continue to improve over the years, the key is constant practice and developing these skills. References Dolman, J. (2008). A Handbook of Public Speaking. Charleston, SC:BiblioBazaar, LLC. Hayworth, D. (2005). Public Speaking. USA: Kessinger Publishing. Merriam-Webster Online Dictionary. (2009). Public Speaking. Retrieved February 16, 2009, from http://www. merriam-webster. com/dictionary/public speaking. MoneyInstructor. com. (n. d). Introduction to Public Speaking. Retrieved February 16, 2009, from http://www. moneyinstructor. com/lesson/pspeakintro. asp. Winter, I. L. (2005). Public Speaking: Principles and Practice. USA: Kessinger Publishing.

Theme of Social Class in Great Expectations

One theme from Charles Dickens’ Great Expectations is the great difference in social classes. Throughout the story the main character, Pip, goes from living in a small, poor village, destined to be a blacksmith to becoming a wealthy gentleman who lives in a large home in London. During Pip’s journey a clear divide can be seen between the wealthy, high class of England and the poor laborer class.This divide between classes is seen as soon as the first higher class person in the story is mentioned: Miss Havisham. When Mrs. Joe and Mr. Pumblechook discuss Pip visiting Miss Havisham’s house to play, Pip recalls, â€Å"I had heard of Miss Havisham up town – everybody for miles round, had heard of Miss Havisham up town- as an immensely rich and grim lady who lived in a large and dismal house barricaded against robbers, and who led a life of seclusion† (Dickens 50).Even though Miss Hivisham spends all her time in seclusion up town she is known for miles ar ound because of her high standings, which gives a sense that the high class led extremely different existences than the poor. This theme is seen again when Pip tries to teach Joe things he has learned from Miss Havisham: â€Å"What I acquired, I tried to impart to Joe. This statement sounds so well, that I cannot in my conscience let it pass unexplained.I wanted to make Joe less ignorant and common, that he might be worthier of my society and less open to Estella's reproach† (Dickens 109). Even with the small amount Pip has learned about being a gentleman he already feels like he is on a different level than Joe and that Joe would have something to gain from being more like him. The sharp division of classes appears many other times during Great Expectations and helps show how different life was for different groups of people in England. The book gives two distinct viewpoints for this time period.

Gorillas in the Mist essays

Gorillas in the Mist essays For my book report, I read the book Gorillas In The Mist by Dr. Dian Fossey. Dr Diane Fossey began what was to become one of the longest field studies of the Gorilla gorilla beringei or the mountain gorillas. This book tells the story of Dians life studying the gorillas of the African rain forest. Dian combines adventure with valuable scientific knowledge to make a truly wonderful and interesting book. The main purpose of this book was to inform people about the mountain gorillas and of all of the problems the mountain gorillas face today. Diane Fosseys interest in the mountain gorillas began when she was young. Diane first began studying the gorillas of the African Rain Forest at the Parc des Virungas in Zaire, but she soon had to move her study site to the Parc des Volcans in Rwanda. It was there where she set up the Karisoke Research Center. Diane began her studies of the mountain gorillas there in 1967. The mountain gorillas are endangered and are becoming closer and closer to extinction every day. Dr Fossey wanted to find a way to help these gorillas. She created a study of how all of the gorillas lived so that she could better understand them and what might be done so that the population downfall could recover. Diane found that poaching, bad land management, and captivity were the main problems the gorillas were facing. Diane found that like humans, the mountain gorillas are truly social animals. They rely heavily on social interactions. The mountain gorillas live in very social family groups. Each member of the family has a certain role. If something bad happens to one family member, it can put a lot of stress on the other members of the family and can have devastating results. When Diane observed this, she did everything she could in order to keep the families together. Poaching was one of the main causes for death in the gori ...

Random vs. Systematic Error Definitions and Examples

Random vs. Systematic Error Definitions and Examples No matter how careful you are, there is always error in a measurement. Error is not a mistake- its part of the measuring process. In science, measurement error is called experimental error or observational error. There are two broad classes of observational errors: random error and systematic error. Random error varies unpredictably from one measurement to another, while systematic error has the same value or proportion for every measurement. Key Takeaways Random error causes one measurement to differ slightly from the next. It comes from unpredictable changes during an experiment.Systematic error always affects measurements the same amount or by the same proportion, provided that a reading is taken the same way each time. It is predictable.Random errors cannot be eliminated from an experiment, but most systematic errors can be reduced. Random Error Example and Causes If you take multiple measurements, the values cluster around the true value. Thus, random error primarily affects precision. Typically, random error affects the last significant digit of a measurement. The main reasons for random error are limitations of instruments, environmental factors, and slight variations in procedure. For example: When weighing yourself on a scale, you position yourself slightly differently each time.When taking a volume reading in a flask, you may read the value from a different angle each time.Measuring the mass of a sample on an analytical balance may produce different values as air currents affect the balance or as water enters and leaves the specimen.Measuring your height is affected by minor posture changes.Measuring wind velocity depends on the height and time at which a measurement is taken. Multiple readings must be taken and averaged because gusts and changes in direction affect the value.Readings must be estimated when they fall between marks on a scale or when the thickness of a measurement marking is taken into account. Because random error always occurs and cannot be predicted, its important to take multiple data points and average them to get a sense of the amount of variation and estimate the true value. Systematic Error Example and Causes Systematic error is predictable and either constant or else proportional to the measurement. Systematic errors primarily influence a measurements accuracy. Typical causes of systematic error include observational error, imperfect instrument calibration, and environmental interference. For example: Forgetting to tare or zero a balance produces mass measurements that are always off by the same amount. An error caused by not setting an instrument to zero prior to its use is called an offset error.Not reading the meniscus at eye level for a volume measurement will always result in an inaccurate reading. The value will be consistently low or high, depending on whether the reading is taken from above or below the mark.Measuring length with a metal ruler will give a different result at a cold temperature than at a hot temperature, due to thermal expansion of the material.An improperly calibrated thermometer may give accurate readings within a certain temperature range, but become inaccurate at higher or lower temperatures.Measured distance is different using a new cloth measuring tape versus an older, stretched one. Proportional errors of this type are called scale factor errors.Drift occurs when successive readings become consistently lower or higher over time. Electronic equipment tends to be susceptible to drift. Many other instruments are affected by (usually positive) drift, as the device warms up. Once its cause is identified, systematic error may be reduced to an extent. Systematic error can be minimized by routinely calibrating equipment, using controls in experiments, warming up instruments prior to taking readings, and comparing values against standards. While random errors can be minimized by increasing sample size and averaging data, its harder to compensate for systematic error. The best way to avoid systematic error is to be familiar with the limitations of instruments and experienced with their correct use. Key Takeaways: Random Error vs. Systematic Error The two main types of measurement error are random error and systematic error.Random error causes one measurement to differ slightly from the next. It comes from unpredictable changes during an experiment.Systematic error always affects measurements the same amount or by the same proportion, provided that a reading is taken the same way each time. It is predictable.Random errors cannot be eliminated from an experiment, but most systematic errors may be reduced. Sources Bland, J. Martin, and Douglas G. Altman (1996). Statistics Notes: Measurement Error. BMJ 313.7059: 744.Cochran, W. G. (1968). Errors of Measurement in Statistics. Technometrics. Taylor Francis, Ltd. on behalf of American Statistical Association and American Society for Quality. 10: 637–666. doi:10.2307/1267450Dodge, Y. (2003). The Oxford Dictionary of Statistical Terms. OUP. ISBN 0-19-920613-9.Taylor, J. R. (1999). An Introduction to Error Analysis: The Study of Uncertainties in Physical Measurements. University Science Books. p. 94. ISBN 0-935702-75-X.