Dark and gothic atmosphere Essay

In this essay I will show how Mary Shelley manipulates the reader’s view of the monster throughout her novel â€Å"Frankenstein.† I will show that Shelley creates many different impressions on the reader, through various methods, to change their opinion throughout the book.  Ã¢â‚¬Å"Frankenstein† is a romantic gothic horror novel written in 1818 by a young woman named Mary Shelley. It includes the classic gothic themes of romance, horror, religion and good and evil. â€Å"Frankenstein†, however, is centred on a issue still debated today; whether trying to change life is playing God and if it will lead to dire consequences. At the time of writing Mary Shelley was 16, the wife of Percy Shelley and staying in the Swiss Alps with Lord Byron and her husband. One of the more classic methods Shelley uses to manipulate her readers is setting. In chapter 5 the setting gives a dark and gothic atmosphere, which tells the reader that the monster is horrifying and to be feared. â€Å"One in the morning; the rain pattered dismally against the panes, and my candle was nearly burnt out.† This quote is giving the reader the idea of isolation; something surreptitious and forbidden. Mary Shelley does this by using a classic gothic horror setting; the night which traditionally implies evil, secrecy and darkness, the bad weather, used to make everything more dank and dismal, and the burnt down candle, a symbol of long hours of frenzied work and manic concentration. This setting also reflects badly on Frankenstein’s character; the middle of a stormy night when most people would be in bed and he is up, furtively completing a long held ambition. The burnt down candle image heightens this idea but also adds the concept that Frankenstein himself may be close to burning out. The candle is used as a metaphor for his own exhaustion. This type of setting shows the reader that Frankenstein is doing something secretly, something offensive to society. This casts a negative shadow on his character. The setting is also used to put a negative slur on the monster and just about everything else in the scene. The setting is used to make everything worse. The strange hour of the night and turbulent weather show the reader that the monster must be weird and unnatural to be kept away from normal people. Overall the main effect of this setting is to make all the ideas Mary Shelley presents to her readers in this chapter seem twisted and dangerous. Another thing which Mary Shelley uses to influence the reader’s opinion of the monster is its appearance. We are introduced to the living monster in chapter 5 and this is where most of the description concerning its â€Å"horrid† appearance is used. The monster is repulsive and gruesome, which is described in horrifying detail, causing the reader to make negative judgements on its character. In describing the monster Shelley also uses the reference of â€Å"Dante†. This comparison introduces a religious element; in playing God, Frankenstein has produced something worse than can be found in Hell. This also reinforces the unnatural image. This is continued with the idea that the monster has not turned out the way Frankenstein expected. â€Å"Beautiful! Great God! His yellow skin scarcely covered the work of muscles and arteries beneath†¦Ã¢â‚¬  The whole vivid description centres on the unnatural and freakish, especially the way the monster’s innards are described as visible through the monster’s sallow skin. This creates a dramatic image in the readers mind as something human shaped but ultimately wrong, different and scary, more animal than human. The monster is also described as having â€Å"watery eyes† which make us think of illness, or perhaps, in the case of the monster, crying. This idea makes the monster seem all the more wretched and repulsive. Mary Shelley also uses the reaction of Victor Frankenstein to prejudice her readers against the monster in chapter 5. â€Å"†¦the beauty of the dream vanished, and breathless horror and disgust filled my heart.† The inventor turns against his creation immediately after giving it life. He takes no responsibility for the monster’s well being though he is the closest thing to a father the monster could have. He runs from his duty and breaks down, delirious with the shock of losing his dream and realising that he has done an evil deed. This adds to the fear felt by the reader; if even it’s creator cannot stand the monster, how evil would a stranger find it? The way Frankenstein turns against the monster the moment it comes to life signals to the reader that this is the moment when the sin is committed. Giving life is going against God so this is where all the negativity in this chapter, and in most of the book starts. The last influence on our opinion of the monster I will look at in chapter 5 is the monster’s own words and actions. In this chapter they are deliberately given a double meaning; animal, or baby? â€Å"His jaws opened, and he muttered some inarticulate sounds, while a grin wrinkled his cheeks.† This quote shows the monster as incoherent, whether due to a lack of intelligence or experience is unclear at this point. However the monster has, in effect, just been born and the behaviours Shelley describes are very similar to young children not quite in control of their movements, trying to pick up or chew on everything they find. When these movements are applied to the monster Shelley describes they become intimidating and threatening which gives the reader an even worse impression of the monster, when in reality it is just a scared child who has been called into the world and then rejected within minutes. Frankenstein is the first living creature the monster sets eyes on. This means that in its view Frankenstein is its father. This means that the monster reaches out to him for comfort and shelter. â€Å"†¦one hand was stretched out,† This quote shows the monster reaching for Frankenstein. However Shelley deliberately leaves the action open for interpretation as an animal attack to reinforce the overall impression received by the reader in this chapter that the monster is an ugly, evil, dangerous, horrifying animal. There are a lot of contrasts between chapters 5 and 10. The first is the setting which becomes a lot more dangerous and inaccessible in chapter 10. The setting is first portrayed in this chapter as enormous and amazing, as yet untouched by humans. â€Å"Solemn silence of this glorious presence-chamber of imperial nature was broken only by the brawling waves or the fall of some vast fragment.† This quote shows why Frankenstein has come to this place; he wants peace and isolation, and to think about more than just his own personal tragedy. â€Å"They elevated me from all little ness of feeling, and although they did not remove my grief, they subdued and tranquillized it.† The language used to describe the setting is more elaborate in this chapter, which reflects the increased grandeur of the scene. This is done to create a sense of awe from the reader and to show them how isolated the setting is, which affects their perception of the monster when he is introduced to the c hapter.

Exploring Marketing with Delta Airlines as a Case Study Essay

Tedlow, Richard S. believes that the history of consumer product marketing in the United States can be divided into three phrases.1 The history of marketing will aid us in understanding the business world today and is thus useful in this essay to explore this in brief before embarking on studying Delta Airlines as a case study to approach the topic of marketing, in the context of the U.S Airline Industry. Phrase 1 is that of fragmentation and this is purely due to logistics reasons, rather than the result of any marketing strategy. This results in transportation of bulky goods from one region to another being relatively expensive and for a consumer product to achieve national distribution, a favorable ratio of weight and bulk to value is required. This phrase happened before the 1880s and the market size is restricted due to a lack of information, and it is characterized by a high margin and low volume. The second phrase of unification is the rise of mass marketing, with high volume and a low margin, which is the direct opposite of the first phrase of fragmentation. The development of this phrase is possible due to firstly, the development of the railroad and the telegraph and secondly, innovations in manufacturing technology. All the above innovations led to a more effective transportation and communication network that lowered the cost of mass marketing products by significant perce ntages. There is a rise of standardization with advances in manufacturing technology, and it is now possible to produce in great volumes and also, in small packages. Phrase Two occurred in the period 1880s to 1950s, and during this period, brand marketing and management grew in importance. Manufacturers attempt to transform the name of his product into a kind of supername Ââ€" a brand.2 The products of this phrase not only aimed at national distribution, but also strived to attract all consumers using a single brand or product, that will be regarded as ‘standardÂ’. 1 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 19 2 Richard S. Tedlow, New and improved : the story of mass marketing in America (New York: Basic Books, 1990), p. 14 The third phrase is that of segmentation. The innovations that led to this phrase after the 1950s is made possible by radio and television advertising. There were also major changes in America culture that influenced consumer demand. Commercial advertising through television showed that certain programs appealed to certain classes of viewers. This meant that the opportunities for segmenting markets, that is, concentrating the selling appeal on one particular group of potential customers who might be defined by their age, income, and education ( known as demographics) or by their lifestyle ( known as psychographics) were greatly enhanced. 3 There is a rise in image advertising in this phrase, for example, Coca-Cola had always been “the symbol of the standard bearer of changeless, ageless Americana”.4 Commericals were no longer about characteristics of the products, but of the people portrayed as using them, and this led to the development of the “Pepsi Generation” for example. All this saw the breakdown of the whole American mass market developed in Phrase Two to spilt into numerous product categories from necessity items to up-market consumer-durables. Segmentation also occurs at the retail level. This phrase is characterized by high volume and value pricing. The key developments of the railway, telegraph, production technologies and television advertising, are external to corporations, but yet they manage to capitalize on them and turn opportunities into profits. This is how market segmentation evolved. Marketers are sensitive to changing times and they capitalize on opportunities and turn the situation around to a positive one, in terms of fulfilling the companyÂ’s objectives. This is the second proposition put up by Tedlow, that of “entrepreneurial vision”, of which risk-takers need to make investments and turn their visions into reality. 5 3 Robert D Buzzell and Jean-Louis Lecocq, “Polaroid France (S.A.),” in Steven H. Star, Nancy J. Davis, Christopher H. Lovelock and Benson P. Shapiro, editors, Problems in Marketing, (New York:McGrawHill, 1977), pp. 191-213 4 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 18 5 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 21 Another important proposition put up by Tedlow is that of “managing change”. Consumer tastes and the external environment are constantly changing. Corporations have to be flexible and adapt quickly to the unstable environment facing them. Competition can come from other corporations in terms of either trying to beat the firstmover with the same strategy, or trying to change the rules.5 Tedlow proposes a fourth phrase of marketing and this is due to information technology. “Inventory, is the price of the lack of information; and the information revolution is lowering that price in the factory, in the distribution system, and at the point of sale.”6 This is the stage of “micromarketing”, which is hyper-segmentation, of possibly every customer as a component of a segment of one. Supply is able to increase due to information technology, but, at the same time, demand for micromarketing is increasing. Consumers are becoming more and more demanding and they expect to get what they want, thus there is a rise in customization. Consumer choices will increase and it is every marketerÂ’s hope to sell any potential customer precisely what they want and to ensure they get maximum satisfaction. It is no longer necessary to convince consumers to purchase the standardized products that the factory has made. However, disadvantages of micromarketing must be noted. The latter may result in an overflux of choices and consumers become confused, as differences diminish. There is also the problem of shelf space or that of the limitations of distribution. Scarce resource in the form of shelf space has to be allocated by the retailers, and thus products canÂ’t just keep increasing. I will now turn my attention to the U.S Airline industry, where marketing is a framework for airline decision-making. During the period 1979 to 1983, the deepest world recession created many problems in the U.S Airline industry. Among these were rapid expansion of fuel prices, which increased the operating costs of airlines. Slot restrictions caused by the walk-out of air traffic controllers in August 1981 also posted a problem. The U.S recession resulted in a general weakness in air traffic and yields. This 6 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 27 is an indicator that the external environment that airlines are operating in, is thoroughly unstable. Economic upturns and downturns are expected. When the Airline Deregulation Act was passed in the United States on October 1978, the airline industry is faced with overcapacity and fare wars, and it is impossible to maintain yields. But, lessons have been learnt since the last world recession for the U.S airlines. One New York analyst comments that “I have never seen an industry so well prepared for a recession.” Airlines now are sensitive to the capacity cycle and even though the industry has a number of new aircraft on the way, there are no excessive commitments for new capacity. A lot of flexibility is built into the aircraft deals and airlines have older, fully depreciated aircraft that they can either hold on to or retire, in the face of overcapacity. There are now two new weapons open to the North American majors that they did not possess in the last downturn. The first is that of the regional jet that revived the regional airline industry, and is a potential new market. The second is the low-cost airline-within-airline operations, such as Delta Express and US AirwaysÂ’ new MetroJet. The majors are able to compete with Southwest, who can ride out a recession well because of its dedication to keeping costs down and knowing its markets well.7 Delta Express, the airline-within an airline, launched in 1996, was started not only to protect the mainline carrier from increasing low-fares competition in America but also to prove to Wall Street that Delta management can be innovative and progressive as well. The Just Plane Cookies, shaped to resemble aircraft, became the signature of Delta Express. Delta Express offers lower salaries than those at the mainline, but it is launched to motivate DeltaÂ’s employees once again, after the trust factor has been broken, with the 7.5 program as an attempt to cut costs drastically during the last industry downturn. Some 65% of Delta departures from Orlando are now delta Express flights and the market is so important to Delta Express that the carrier now occupies the whole wing of a terminal at Orlando Airport. Delta Express releases the creative skills of their people and this boosts employeesÂ’ morale. Innovations are created this way as the management is able to respond immediately. The key to making Delta Express work is to define the boundaries 7 “US majors aim to break the cycle,” Airline Business, January 1999, p. 52 so that the customer differentiates between their product and that of the mainline. Delta Express operates a point-to-point service that is not part of the mainlineÂ’s network. Delta Express gains leverage from being able to offer Delta Skymiles frequent flier points. About 70% of the customer mix is leisure and Delta Express has since moved from three fares to six fares and better yield management. They introduced seasonal fares, and they constantly reassess processes to keep costs down. Keeping costs down as an airline that is a business unit of a major carrier remains a serious challenge. However, the advance seat reservation facility that Delta Express offers is a useful advantage over both MetroJet and SouthWest, but the most obvious success of Delta Express is the way it has helped revived the spirit of Delta. 8 Even though the industry remains intensely competitive now, major carriers has a route system well suited to their individual strengths, and fewer carriers are on the verge of bankruptcy, unlike the financial crisis that we saw in the 1980s and early 1990s. “All carriers are using much stronger yield management systems which allow them to offer discounts without giving away their product through ruinous price wars”, says Raymond Neidl, an analyst at ING Barrings in New York.9 The problem of ticket discounting that led to great uncertainty in airlinesÂ’ revenue forecasts as a result of deregulation, is no longer a big problem now, as a result of stronger yield management systems. With a better outlook for traffic, the prospect of low rates of capacity growth in the near future and a manageable level of new aircraft deliveries, there seems to be better times ahead. 10 Successful airlines are market-oriented airlines, who are well-led with the topmanagement setting a clear, sound and long-term strategy. The potential available markets are identified and which market segments to exploit are decided, and the whole of the corporate resources are devoted to meeting the product needs of those identified market segments. This is the application of the marketing theory. But, first of all, what is marketing? “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” 11 There is a need to differentiate 8 “Express Yourself,” Airline Business, February 1999, pp. 56-57 9 “US majors aim to break the cycle,” Airline Business, January 1999, p. 51 10 Chris Tarry, “ Time to Break the Cycle,” Airline Business, June 2000, p.94 11 U.K. Institute of Marketing, quoted in Wilmhurst (1978), p. 1 between consumer and industrial marketing. The former consists of items of a relatively low unit price and there is usually not much contact between the consumer and the producer. The latter is characterized by smaller number of buyers and unit prices are high higher and there is direct contacts between the producer and the buyer. What is being market-oriented? Marketing investigation is done to gain a thorough knowledge of the market segments that the airline is interested in going into, and areas of unsatisfie d consumersÂ’ wants and needs will surface. An airline may also consider going into a market segment where consumersÂ’ wants and needs are satisfied less than their expectations. A collection of competitorÂ’s actions is important also in this initial stage of the application of marketing theory to real-life corporations. Next, a firm needs to define its marketing strategy and this starts off with the firmÂ’s objectives, that include both corporate and social ones. The corporate mission is then established which defines the broad area of activity of which the corporation is concerned. The corporation then needs to adopt a marketing plan, that consists of what consumers want and need, competitorsÂ’ actions, the strengths and weaknesses of the corporation and the opportunities and threats posed by the external environment. Marketing communication is important to secure sales of products in particular markets and also to promote the corporate image of the firm in question. At the many stages of marketing, a corporation must make a choice between deploying its own resources or hiring services. The internal organization is important and thus the appropriate corporate management structure must be established and also the application of appropriate personnel recruitment and training policies. The external organization will consist of others not in the corporation, in the role of marketing, such as services of consultants in market research. The marketing mix is the combination of the four controllable variables, of product, price, place, promotion (the four Ps) that an organization creates to satisfy its target market. Airlines need to offer a range of products such that they are better placed due to the probability of a downturn in some markets being counter-balanced by upswings in other markets. An important reason for product and market diversification is due to “synergy”. “It is the term used to describe a situation where a firm producing several products is able to do so more effectively than a set of firms with each firm concentrating on a single item.” 12 Most airlines pursue the total market strategy, that is the attempt to provide services for significant parts of the business, leisure and freight segments. Even though this strategy gives great opportunities to airlines, there is the problem of designing products which meet the conflicting requirements of the different segments. The business market segment requires a wide route network with good interconnections and a high flight frequency, and thus costly products. High seat accessibility is required as well, but high prices are charged for this segment, due to the relative price elasticity of demand. The leisure market, on the other hand, competes based on prices and this results in price instability and very low yields, and leisure demand will only peak during only a few times a year. Its products can be offered comparatively cheaply though. However, the leisure market is potentially the largest segment of the total airline market, and its longterm prospects are better than that of the business segment. As for the freight market, an all-freight airline should concentrate on large and bulky items that are too large to fit into the lower holds of even wide-bodied passenger aircraft. Overnight delivery of urgent parcels by Federal Express, has also proved to be highly successful and passenger airlines canÂ’t compete since the proportion of their flying is done in the daytime. Frequent Flier Program(FFP) as an Airline Marketing Strategy The starting point of a successful FFP is to lay down the airlineÂ’s aims and structure first. The main goal will most likely be to increase seat sales through generating repeat business among loyal customers or attracting new customers. The FFP database can be a source of marketing information and it can be used as an additional source of revenue through the trade of FFP points with associated partners. There is also the opportunity for consumers to differentiate products in a world filled with too many consumer choices, as in TedlowÂ’s fourth marketing phrase. The program needs to be accessed regularly to adapt to constantly changing market conditions and redeveloped if necessary. Airlines should not focus too narrowly on one particular objective and risk damaging the whole scheme. Thus, they should work 12 Stephen Shaw, Airline Marketing and Management, (Malabar : Krieger , 1988, c1985), p.16 across all their strategic aims. Every department needs to recognize the loyalty program as a key marketing tool and internal support need to be won. The FFP also needs market acceptance and thus the program structure needs to meet the expectations of the consumer, who looks to the awards and service benefits. Flexibility is important in the unstable economy, as in TedlowÂ’s proposition of “managing change”. Delta has long introduced a non-expiring policy for its miles, and Air France was the first European major to adapt this change after being influenced by its alliance with Delta. Customer service is also very important in FFP programs and quality management needs to remain under strict airline control. The elite program catering for the customer segment of frequent high-yield travellers, enable the airlines to keep their best customers. “A successful FFP must be one that is based on clear strategic goals, and that achieves a balance between them supported by an attractive program structure benchmarked against best global practice.” 13 For example, Delta has started a strategic alliance with Aeromexico, Air France and Korean Air. They call themselves “Skyteam”. The agreement outlines the formation of an enhanced marketing relationship among the carriers. SkyTeam airlines have a reciprocal frequent flyer program, extensive codesharing network and the best growth potential of any global alliance. SkyTeam With four airlines now working together to continually improve customer benefits, SkyTeam compares very favorably. SkyTeam is the first alliance built around customer needs and is currently one of the world’s top three global airline alliances. SkyTeam has strong hubs in key markets where 80 percent of the world’s traffic flies. Passengers will continue to enjoy the benefits of their home airlines while traveling on any SkyTeam airline, with more choices of flights and departure times, plus all frequent flyer program and lounge benefits. SkyTeam offers customers worldwide access, improved choice and convenience, consistent service and the ability to be recognized and rewarded for their loyalty. Immediate benefits include reciprocal frequent flyer programs, worldwide lounge access, 13 Ravindra Bhagwanani, “ Keeping the high Fliers,” Airline Business, June 2000, p. 93 and the combined network of Aeromexico, Air France, Delta and Korean Air. By yearend, benefits will include priority baggage handling, preferred seating for our elite frequent flyers and other benefits based on our extensive employee training program. Aeromexico has long been recognized as a market leader and the preferred choice in air travel for passengers in the Mexican and Latin American markets. Joining the alliance with like-minded partners allows Aeromexico to expand its international route network and better serve the needs of passengers as they travel on both business and pleasure throughout the world. Air France’s hub at Charles de Gaulle International Airport offers an extensive schedule of connecting flights to points throughout Europe, Africa, Asia and the Middle East. It is the best-positioned hub in Europe for transatlantic passengers traveling beyond a European gateway. In addition, the airport offers great potential for further capacity growth. Delta’s hub at Atlanta Hartsfield International Airport offers passengers more connections than any other airport in the world, with 1,316 daily flights to 126 destinations. Customers have access to a global network of 5,390 flights each day to 356 cities in 57 countries on Delta, Delta Express, Delta Shuttle, the Delta Connection carriers and Delta’s Worldwide Partners. Korean Air’s hub in Seoul is the best Asian hub for SkyTeam, offering service to 78 cities in Asia. Korean Air’s upcoming hub at Seoul’s new Inchon Airport will be the future leading hub in Asia and one of the few major hub airports in the world with room to expand. SkyTeam is a multi-lateral, global alliance among the four airlines. In addition, each carrier will continue to have bilateral relationships with airlines in their respective markets. SkyTeam plan to explore all synergy possibilities. SkyTeam has tremendous potential in the area of cargo. Delta and Air France have already announced a joint agreement, and plan to expand this to a multi-lateral level. This is the fulfilment of the total market strategy mentioned above, and strategic alliances enable a pool of resources together to serve more routes and consumers, especially when SkyTeam is the first alliance built around customer needs. History of Delta Airlines Delta Airlines began modestly, as a crop-dusting outfit in Monroe, Louisiana, in 1928, the first professional crop duster in the nation. Delta was founded by C.E Woolman, who headed the company for 38 years, until his death in 1966. He moved DeltaÂ’s headquarters to Atlanta in the early 1940s and that hub became the heart of its operations and ultimately the course of most of its management. Even though Delta actively opposed deregulation, it entered deregulation with a number of strengths. By growing, it has elbowed its way into the “big five.” Delta has expanded significantly in the Southeast by acquiring Citizens and Southern Airlines in 1953. It expanded north with its acquisition of Northeast in 1972. And in 1986, Delta joined the stampede to merge by acquiring Western Air Lines, hubbed in Salt Lake City. Because Delta paid its workers well and had never laid any off, it enjoyed relatively amicable labour relations and had few union contracts. That enabled it to enjoy high productivity, excellent service, and high worker morale with little turnover. DeltaÂ’s greatest asset of all was its people. While deregulation has brought the industry tremendous labour strife, labour-management relations were goos at DelataÂ’s Atlanta headquarters. In 1986, DeltaÂ’s workers dug into their pockets and bought the company a jet. A job with Delta is security for life, but DeltaÂ’s salary expenditures were high and they were saddled with the largest labour expenditures in the industry. But, Delta has been blessed with profitability, except in 1983, when it made a loss. This loss is because a market survey in 1982 revealed that Delta had acquired a reput ation for being highpriced in the new regulated environment. Hubs The question of hub-and-spoke networks has been a central issue in route planning under deregulation. Many airlines have based their planning on the idea that if they build a major hub, with large numbers of flights in and out of it, it will be very difficult for a newcomer to break in, as they will be able to match the wide network. This is the first-mover advantage in one of TedlowÂ’s propositions, not mentioned above. The limitations to this concept is that passengers prefer to take direct flights rather than those requiring intermediate stops. At Hartsfield Airport in Atlanta, Delta Airlines operates and it can claim to be the busiest single-airline hub in the world, with 600 daily departures. More than 20000 Delta passengers change planes in Atlanta each day. Each of DeltaÂ’s arriving and departing waves consists of over 50 aircraft, requiring all four runways to be used simultaneously for arrivals and then for departures. 14 DeltaÂ’s Mission Statement and Corporate Strategy Delta wants to be the “Worldwide Airline of Choice” and their strengths lies in the competitive edge of DeltaÂ’s people, customer service as the cornerstone of their company, a strong route system, outstanding operations and fleet and ethical and honest actions. DeltaÂ’s vision builds on DeltaÂ’s heritage and their vision results in sustained profitability that comes the opportunity for growth and advancement and the pride that comes from being part of an exceptional business organization. Delta has a Success Through Service training and that led to its achievement of a competitive advantage. Delta has built a legendary reputation for family-friendly, “deltastyle ” customer service. Employees are loyal and contented members of the “Delta Family”. Delta has also led the industry in customer satisfaction ratings, providing passengers with a consistent, high-quality flying experience. For example, Delta received the “2000 Grand Prix Customer Service Award”, whereby Teleperformance, a Parisbased customer relationship management company, honored Delta’s Online Customer Support Desk with the U.S. 2000 Grand Prix Customer Service Award, for superior email customer service support. Delta also took second in the T ransportation and Travel category for its telephone customer handling. DeltaÂ’s fundamental belief about service to people, customers and personnel, remains unchanged. Delta personnel treated one another as extended family and this concern is mirrored in the way Delta personnel treat customers. Delta hires at entry level, so thus, managers are able to handle problems of their staff with empathy since they have been through that before. There is a strong tradition of employment security in Delta. 14 Pat Hanlon, Global airlines : competition in a transnational industry, (Oxford : Butterworth Heinemann , 1996), p. 80 During economic slumps, extra staffing is redeployed into other jobs and creative options such as job sharing and voluntary personal leaves are also made available. Delta has a flat and thin management structure and engages in cross utilization and thus employees has a broader view of their company. Delta emphasizes a lot on the people side of the profit equation and thus, it has a strong compensation structure that acknowledges the people side of business and the value of experience and draws and keeps the best people on the team. Team work is inherent in Delta and everyone respects one another. There is empowerment in the job and employees are motivated to work harder and be more productive. The best measure of passenger satisfaction among U.S Airlines today is the number of complaint letters written directly to the Department of Transportation by consumers. Since 1971 when that reporting began, Delta has maintained the best overall record for passenger satisfaction of any major U.S airline per 100,000 customers boarded. “Delta knows the only way to achieve the goal of being the best and most respected airline in the world is to deliver excellent service, one customer at a time.” Importance of Information Technology Delta Airlines have exploited the challenges posed by the millenium bug to overhaul its obsolete IT infrastructure with leading-edge technology that will help achieve operational excellence and give a big boost to customer service and even contribute to revenue performance. The gate and boarding project which includes new computer systems and software, boarding documentation and procedures, is the cornerstone of the airlineÂ’s ongoing Airport Renewal program to modernize and standardized DeltaÂ’s ancient airport technology and physical plant. Not only is the system simpler but it greatly enhances DeltaÂ’s ability to recognize and regard its best customers or those needing extra attention. The system is tied to DeltaÂ’s customer database, and thus the customerÂ’s past history or possible dissatisfaction with DeltaÂ’s services could be established and corrected for in the customerÂ’s next flight. The systems greatest value will be when things go wrong and people wi ll be satisfied that they are handled well during those circumstances. Delta develops technology around process, rather than function. They have been planning and changing their technology around the customers, rather than the systems being functionally focused around reservations, airports and the Internet. Delta is ultimately interested in the “Customer Experience”. Delta cuts costs by $30 million per year, due to a standard technology infrastructure at all locations and thus expect to increase customer service significantly.15 Delta continues evaluating emerging technologies that may further increase its customer services. Conclusion As shown in DeltaÂ’s case above, Delta engages in information technology and now, they are able to focus individually on every customer, and increase their customer service and this is characterized by TedlowÂ’s fourth marketing phrase Ââ€" micromarketing. An airline is very service oriented and thus, consumers will not be confused in terms of numerous products emerging, but rather, they will be pleased by the excellent service they receive. Delta has also been a well-managed company, whereby employees are empowered and teams are used to facilitate brain-storming and everyoneÂ’s opinion is taken into consideration. Employment at the entry-level further enhances the ability to empathize with others working in other departments. Delta is also very customer-oriented and that totally encompass the marketing concept of putting customerÂ’s needs and wants first. Delta is able to compete globally and become one of the ‘big fiveÂ’ in America and has one of the busiest hubs in Atlanta. All this comes from sound marketing principles, a mission statement of being the “Worldwide Airline of Choice”, a total market strategy in the business, leisure and freight market segments. Delta has also gone into strategic alliances in SkyWest to further enhance customer service. Delta concentrated also on standardizing its operations through its technology infrastructure and this is part of TedlowÂ’s Phrase two where standardization is widespread. Delta also segments its markets into the three market segments and continues to serve its different market segments with excellent service and this is Phrase Three in what Tedlow comes up with. 15 King, Julia and Wallace Bob, â€Å"Corporate standards are key to Delta plan,† Computerworld, Volume 33, Issue 24 (Framingham, June 1999), p.16 The case on Delta has shown that focus on the customer is very important for any corporation to succeed. Management is also very important with the right corporate culture and structure instilled, and coupled with marketing strategies, can achieve a worldwide standard and accepted corporation. Bibliography Buzzell, Robert D. and Lecocq, Jean-Louis, â€Å"Polaroid France (S.A.),† in Steven H. Star, Nancy J. Davis, Christopher H. Lovelock and Benson P. Shapiro, editors, Problems in Marketing, (New York:McGrawHill, 1977): 191-213 Flint, Perry, â€Å"Being last is not always the worst thing,† Air Transport World, Volume 36, Issue 9 (Cleveland, September 1999): 68-69 Hanlon, Pat, Global airlines : competition in a transnational industry, (Oxford : Butterworth Heinemann , 1996). J. Paul Peter and Donnelly, James H., Marketing Management : knowledge and skills : text, analysis, cases, plans (Homewood, IL : Irwin , 1992). Jones, Patricia and Kahaner, Larry, Say it and live it: 50 corporate mission statements that hit the mark (New York : Doubleday , 1995). King, Julia and Wallace Bob, â€Å"Corporate standards are key to Delta plan,† Computerworld, Volume 33, Issue 24 (Framingham, June 1999):16 Shaw, Stephen, Airline Marketing and Management, (Malabar : Krieger , 1988, c1985). Spechler Jay W., Managing quality in America’s most admired companies (San Francisco : Berrett-Koehler Publishers ; Norcross, Ga. : Industrial Engineeering and Management Press, Institute of Industrial Engineers , 1993). Tarry, Chris, † Time to Break the Cycle,† Airline Business, June 2000: 95-96 Tedlow, Richard S., New and improved : the story of mass marketing in America (New York: Basic Books, 1990). Tedlow, Richard S., â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993): 8-35. Weaver, Nora and Atkinson, Tom, â€Å"Training for Success Through Service: How Delta Air Lines Does It,† in Zemke, Ron and Woods, John A., editors, Best practices in customer service (New York, N.Y. : AMACOM, 1998): 109-118

Oscar “Zeta” Acosta Essay

Abstract The paper that I wrote talks about Oscar â€Å"Zeta† Acosta and his impact on the Chicano community. In the leaders contribution I talk about how Acosta was an attorney for the Chicano movement and generated controversy. In the leaders contribution section I talk how Acosta addressed political, social, and educational injustices against Chicanos. Acosta used his time and profession to help the Chicano movement. He contributed through two of his books that are a major part of the Chicano literacy renaissance. He also clashed with the Judicial system a lot of times for reasons that he thought were right. In the section others perspectives I talked about how he was scrutinized by many people but was still recognized through his significance in the Chicano movement. Leaders Context Oscar â€Å"Zeta† Acosta was born in El Paso, Texas on April 8, 1935. A little after he turned five he and his family moved to California’s San Joaquin Valley because his family couldn’t make a living during the Depression. His parents started working as migrant field workers. Acosta’s father was different from other people. He had a passion for competition he had to compete with people more then anything. When Acosta was little his father would always make him argue with him. As he said in his book Oscar â€Å"Zeta† Acosta: The Uncollected Works † I guess that is where I became as nasty as I am.† (5). When Acosta went to high school he wasn’t one of the average Chicanos going to school. He became involved in sports and music he was also president of his class. He got a scholarship for music at the University of Southern California. But he decided not to go. After finishing high school, Acosta joined the U.S. Air Force. Acosta then worked his way through college, becoming the first member of his family to graduate. Acosta attended night classes at San Francisco Law School and passed the California Bar exam in 1966 on his second try. (Oscar â€Å"Zeta† Acosta: The Uncollected works) In 1967, Acosta began working as an antipoverty attorney for the East Legal Aid Society in Oakland, California. Then he moved to East Los Angeles, where he joined the Chicano Movement and generated controversy as an activist attorney during the years 1968-1973. But his activities began in Oakland but it was in East Los Angeles where he gained notoriety. He defended various Chicano protest groups and activists such as the Saint Basil 21 and Rodolfo â€Å"Corky† Gonzalez. As an attorney, he figured prominently in legal cases which addressed political, social, and educational injustices against Chicanos. Acosta is also a well known author of two most important novels of the Chicano Protest Movement. An Autobiography of a Brown Buffalo (1972), and The Revolt of the Cockroach People (1973) . Acosta’s characteristics involve him being savage, nasty, not giving up nor letting anyone out him down as he said in his novel The Autobiography of a Brown Buffalo â€Å"I don’t give a shit what other people have to say about me†(130). I believe that all of these characteristics has made him, become who he was. Because he didn’t care what others thought about him, he kept on going when things got hard . Acosta’s father had to do a lot with him becoming like this, because Acosta’s father would push Acosta to become better then anyone else made him become the nasty interior person he was. He would never show his emotions and never really found his true identity because Acosta’s father would always push him to do extracurricular activities, and he didn’t have that extra time to spend it with the other Chicanos out on the block. It was until later on working as a Legal Aid and saw the Chicanos rioting and walking out for causes he didn’t know existed. Leaders Contribution Oscar â€Å"Zeta† Acosta contributed to the Chicano community through two novels that he wrote. Those two novels were a literary contribution to the Chicano community and movement. He used his profession as an attorney to defend Mexican/ Chicano walk outs for better education. Acosta demonstrated his contribution through joining the Chicano movement. He used his profession as an attorney to defend various Chicano protest groups and activists such as the Saint Basil 21 which was â€Å"The Catholics for la Raza† the coalition in an ill-fated protest at St. Basil’s on Christmas Eve, 1969 and also the Rodolfo â€Å"Corky† Gonzalez where he led a Chicano contingent to the Poor People’s March on Washington D.C and issued a â€Å"plan of the Barrio† which demanded better housing, education and restitution of pueblo lands. Acosta figured prominently in legal cases which addressed political, social, and educational injustices against Chicanos. He frequently clashed with the judicial system, winning ardent supporters as well as making political enemies. He also contributed two novels that he wrote called Autobiography of a Brown Buffalo (1972), and The Revolt of the Cockroach People (1973) . Those were two novels that were highly acclaimed as major contributions to the Chicano literary renaissance. Acosta was a catalyst for change because he contributed his time and profession to the Chicano Movement. Acosta defended his community and race and he also took cases that defended Chicano education, and Chicano rights. He contributed to the Chicano literary renaissance. He is someone that may not be well known to everyone because no one talks about him now but during the Chicano movement he was a catalyst for change because he helped the Chicano community be what it is today by not attaining the injustices they had in the education and in the living of the Chicano community. Other Perspectives Oscar â€Å"Zeta† Acosta is a controversial Chicano author, activist and attorney whose work focuses on ethnicity and ways that people of Mexican ancestry in the United States forge an awareness of themselves and how they get treated by other people. Even though Acosta sometime contradicts himself he is still considered by a few a very great person and activist. The website  ¡Para Justicia y Libertad! said that Acosta was † A gifted writer and storyteller, an activist, a civil rights attorney, and is considered the Malcolm X of the Chicano/a community†. Also in the article called Oscar Zeta Acosta: One of God’s own prototypes he said † Oscar was a legendary, compelling figure in Chicano history his remains in the shadows of the general American culture† ( p.1) . There is one thing was for sure that â€Å"most Chicana would say that he was a feminist and grouse! † (Bandido 115) . Some Chicanas even dislike the way he talks about women in his book. He talks about women as if they were objects and he also talks about them in a vulgar way in the books by calling them â€Å"bitches† of â€Å"hoers†. He also talks in a very feminist way, when you read his books you can notice how he mentions or try’s to lower the feminine perspective and the mentality of a women. Conclusion Based on the research I have conducted it is my view that Oscar â€Å"Zeta† Acosta was a key component in the Chicano movement because of the role he took by defending the Chicano community when no one would defend them, and especially because Acosta took his profession and his time to defend them. His work affected my life because it showed me that in life you have to pursue your goals to achieve them. Even though it might be tough there reachable. What surprised me about Acosta was his language in his books because I thought an attorney would not talk or especially write a book with vulgar and derogatory language. Another thing that also surprised me about Acosta was that he was a feminist I believed that someone that would defend people like the Chicano community because of the injustices they are facing in society would discriminate other people. Acosta’s importance during his lifetime was that he was an essential part in fixing the Chicano education and living in the Anglo world. Reflection Leader Selection.I am pleased with my catalyst for change choice Oscar â€Å"Zeta† Acosta. I learned more about the Chicano education injustices and also about the Chicano movement. Even tough there where parts that I wasn’t pleased about hearing like on how he was a feminist and how vulgar he talked about women in his books and how he just thought they were objects. I still found my catalyst for change interesting like on how he wasn’t like the rest of the Chicano’s while he was growing up, he was like an outsider to his own race. Methodology. At first it was difficult to find books that Acosta has written or books that talk about him, because every book store I went to said they did not have them but they could always order them but it would take about to two weeks and when I would say no thank you ill try some where else they would look at me if I was crazy. At the end I ended up going to the downtown public library and I was luck there was only one copy of the books. Maybe next time what I would do differently is choose a person that has sources that are available everywhere. I believe that I did pace my self with reading the books and writing the paper. My time management was effective at times, because there was times I go carried away doing other things but I would still do my paper even though at times I would have to sleep late. Critical Reading. Reading the sources was some what difficult because of the language and sometimes the metaphors he used. What I learned about the whole reading concept is that it is going to be very useful in college and that you have to learn how to pace yourself when you read also that you have to skim the book, also having a dictionary in hand would be very useful to. Note taking did become easier as I worked along. I found note taking very useful since the books I was reading were not mine so I couldn’t highlight the important information that I would be using for my research paper. I found the note taking system very useful, probably the other useful thing that would of helped me would have been if the books were mine because I wouldn’t have speed threw the books to get them in by their due date. Writing. In writing my research paper the difficulty I faced was not knowing how to get my point across I found that difficult to do because everyone that read my research paper did not know who Oscar â€Å"Zeta† Acosta was. Probably the one thing that would of been useful was choosing a person that people knew at least the name to. The paper we got with the prompt and the instructions on what we had to answer helped a lot because while I was writing my paper I was looking back to see if I answered the prompt and followed the instructions and criteria. The skills that I believe that I need to work on is on my writing and how I try to get my point across because I found that hard to do. The skill that I believe that I was getting better at was knowing how to paraphrase. Experience. I did enjoy working on this project alone because I worked on it at my own pace, but I do enjoy working with others. I believe this research paper would have been better in group because you don’t have top rush threw books because everyone can read a book, also because everyone has their own style of writing and looks at the prompts differently so it would have been easier because everyone could have contributed through their opinions and ideas and could have answered the prompt more efficiently. I believe that the most interesting part of this research paper was getting to know everything that your catalyst for change did, because I just knew a couple of thins that Acosta did like being a lawyer and defending the Chicano community, but I didn’t know or have a clue everything else he did and how he acted and how he was a feminist. I believe that the most difficult thing about the research paper was the paper itself, because everything was just new to me because I have ever used MLA format before.

There Are 2 Brands of Cell Phones That Are Almost Identical Except for Some Minor Features: the a-Phone and the Pomegranate

There are 2 brands of cell phones that are almost identical except for some minor features: the A-Phone and the Pomegranate. Part I For this part of the assignment, we will focus on the demand curve. Draw the demand curve for the A-Phone. Explain how the graph, price, and quantity demanded will change if the following occurs: †¢There is an overall increase in income. †¢It is discovered that there are health concerns when using cell phones. What happens to the supply of cell phones if the market price goes up? For this part of the assignment, we will focus on the supply curve. Explain what happens to the price and quantity supplied and how it reflects on a graph if the following occurs: †¢It becomes more expensive to produce cell phones. †¢Another company starts producing cell phones, and now there are 3 producers in the market. Part III For this part of the assignment, we are going to focus on demand and supply on the same graph. Draw a graph which shows the equilibrium price of cell phones. Explain what the graph is showing. When the new manufacturer introduces the Robo cell phone to the market, how does that affect the equilibrium price if the Robo is basically the same as the other cell phones? Part IV As the public’s dependence on cell phones continues to grow, the cost of the phones may be decreasing, but the stronghold that telecommunication companies have on the public in regards to contracts and climbing fees is alarming. Additionally, all cell phone companies charge about the same prices, and the consumers do not have much choice in substituting providers. Consumers appear to need some controls in this regard, and the government decides to step in. †¢What is the effect of government intervention in the cell phone market? Make sure that you use graphs to illustrate your point. †¢Is this a good thing for consumers? On the other hand, the government sees the increase in cell phone use as an opportunity to make some additional revenue, and it decides to tax service providers. †¢Who is really paying the tax? †¢Illustrate your conclusion on a graph. †¢Do you think that there is a free market for cell phone users? Why or why not?

Expanding an MNC Assignment Example | Topics and Well Written Essays - 1000 words

Expanding an MNC - Assignment Example Finally this study will focus on future business strategy for ford to expand their business in China. Table of Contents The Ford Motor Company 4 Organizational Culture of Ford Motor 4 Environmental Scanning 5 Political 5 Economical 5 Social 5 Technological 6 Environmental 6 Legal 6 Entry Strategy 6 Political Risk 7 Implementation Strategy 7 References 9 The Ford Motor Company Ford motor company (FMC) is an iconic automobile manufacturer in the world. The company is headquartered in Dearborn, Michigan, USA. It was founded in 1903 by Henry Ford, Horace E. Dodge and John F. Dodge. FMC was the most sold automobile brand across the world before World War II. Large scale car manufacturing concept was introduced by Ford motors in the year of 1914. Organizational Culture of Ford Motor Proper understanding of leadership skill and management is required to build a successful organization. Top management of the company believes in creating a sustainable environment for all. Ford has set a targe t to reduce 30 % CO2 emission from car within next eight years. The company tries to operate with a small but efficient workforce. They discontinued more than seven thousand underperforming employees in 2008. This is an example of strong leadership quality in terms of ability to take hard decisions. FMC has always tried to design product in a unique way. They use state of art technology to manufacture automobiles. Organizational culture of Ford can be described in three words- practical, innovative and one that believes in sustainable development (Seligman, n.d.) Environmental Scanning FMC is trying to enter Chinese automobile market. They need to analyze macro environment (considering political, economical, social, technological, legal, environmental condition of a particular country) before planning an entry strategy. Political Communist party is the ruling party in the country. Government has strong control over print media and electronic media. Political condition of the country is stable due to absence of any major opposition party. China has joined world trade organization (WTO) in 2001. The country has become more open in terms foreign investment after Joining WTO. It takes only thirty seven days to start a new business in china. This type of political condition will help FMC to grow their business in the country. Economical Chinese government has direct control over the financial institutes of the country. Government regulates Foreign Direct Investment (FDI) policy. Chinese government has cut down corporate tax rate last year. Ford has the opportunity to save huge amount of money due to low corporate tax policy of Chinese government (Viswanadham, & Balaji, n.d.). Social Literacy rate in china is more than 90% and most of the educated people are aware of international brands. Many international organizations have entered China in recent years. They have created employment opportunities for Chinese people. Disposable income of a customer has increased du e to rapid industrialization. Technological China is global leader in terms of technological development. Major achievements in the field of science and technology are, building the first atomic reactor, and hydrogen bombs, discovery of the Daqing Oilfield, synthesis of crystalline insulin, electronic collider, nuclear power stations etc. Government is trying to develop automobile industry with the help of foreign companies. This condition also supports the market entry

Mutation of DNA Essay Example | Topics and Well Written Essays - 1250 words

Mutation of DNA - Essay Example Transversion mutation involves the substitution of purine by pyrimidine and pyrimidine by purine. This type of mutation is rare due to steric problems of pairing purines with purines, and pyrimidine with pyrimidines. This type of mutation takes place due to chemical modification in a base. The chemical modification is caused due to two reactions one is deamination and second is depurination. In deamination Cytosine occasionally loose an amino group and then it is converted to Uracil. This resulted in pairing of Uracil-Guanin instead of Cytosine-Guanin. It is well known that Uracil pairs with Adenin. After Uracil-Adenin pair in first round of replication, thymine takes the place of Uracil in second round of replication. And finally Cytosine - Guanin pair is converted to Adenin - thymine Pair. In depurination loss of purine group (Adenine or Guanin) takes place. Due to deletion and insertion of one or a few nucleotides in DNA molecule, the shifting of reading frame of nucleotide takes place either in backward or in forward position, this results into a mutation. This is known as frameshift mutation. Generally this mutation occurs where there is a short repeated nucleotide sequence. Any agent that directly cause damage to the DNA alters the base sequence or interferes with repairing system is known as mutagens. Mutagens may be some chemical or radiation. Here we are discussing how the mutagen can act: 1) Base Analogues: A base analogue is a chemical compound similar to the one or four bases of DNA. During normal replication process this base analogue can be incorporated into growing polynucleotide chain. For Example 5-Bromouracil (5-BU) is an analogue of thymine. It can pair with adenine in polynucleotide chain by replacing thymine. During the replication keto-form of 5-BU Substitutes for thymine and the replication of an initial Adenin:Thymine (A:T) pair becomes an A:BU pair. The rare enol form of 5-BU that pairs with Guanin is the first mutagenic round of replication. In the next round of replication Guanin pairs with cytosine. So that transition is completed from A:T to G:C pair. 2) Chemical Changing the Specificity of Hydrogen Bonding. There are many chemicals that after incorporation in DNA change the specificity of hydrogen bonding. For example Nitrous Oxide (HNO2) converts the amino group of the bases into keto group through oxidative deamination. Deamination of adenine results in formation of hypoxanthine, the pairing behavior of which is like guanine. Hence it pairs with cytosin

Nutrition Recommendation of a Caregiver to the Patient Assignment

Nutrition Recommendation of a Caregiver to the Patient - Assignment Example The assignment "Nutrition Recommendation of a Caregiver to the Patient" presents the overview of the responsibilities of a caregiver and how he can provide total attention to the patient. There should be a friendly rapport between the two parties, the patient and the caregiver for the best results towards nutrition process from the patient. The caregiver should dictate the feeding program. Legume foods, fish or poultry, are also good for the patient, and, therefore, the caregiver has to include in the nutrition schedule. Fruits should come either before or after every meal under ordinary circumstances. Above it all, the caregiver should provide enough water for every meal because water is obviously a solvent to every ingested food. The patient to have a recommendation of five or more cups of water from the caregiver to maximize digestion. In boosting appetite for food, the caregiver should introduce the patient to the multivitamin injections or drugs canceling. These drugs give the patient a self-drive towards meals. It is necessary for the caregiver to involve the patient in a daily less strenuous exercise to enhance digestion and also vitamin D synthesis. Let the patient’s weight records be taken progressively through the nutritional period to gauge the health standards of the patient. The caregiver should also encourage the patient to get involved in reading journals to avoid stress. Let the patient consider her health status. The entire family has to be informed about the necessity of frequent medical consultation.