St. Louis Tornado of 1896 Research Paper Example | Topics and Well Written Essays - 1500 words

St. Louis Tornado of 1896 - Research Paper Example 17). The tornado razed the major part of the city to the ground, with the loss estimate of 2 million dollars (one agency said it was worth 50, 000, 000) (Dunn & Dunn, 2009, p.51). In just 20 minutes the St Louis tornado blasted a path to the Near South Side of the city which was about 10 miles. It was accountable for destroying as many as 311 buildings, damaging around 7, 200 houses, and harming 1, 300 still others (Curzon, 1896, p. xvi). The National Climatic Data Center ranks it the third deadliest documented tornado in the U.S. history after Tri Strike Tornado of 1925 (official death toll 695 people) and 1840 tornado that affected Nachez, MS (official death toll 317) (National Climatic Data Center, 2012, online). Before discussing the specifics of the St Louis tornado let us first explain what a tornado is. ... At the time when the St Louis Tornado struck at the turn of the 20th century, the news accounts referred to the tornado as merely a cyclone. As it is explained in the foreword to â€Å"The Great Cyclone at St. Louis and East St. Louis, May 27, 1896: Being a Full History of the Most Terrifying and Destructive Tornado in the History of the World† by Tim O’Neil, this was not correct from the perspective of climatology since cyclone refers to any movement of the wind of the cyclonic nature. At the same time, a tornado is a funnel cloud particularly fast-twisting and leading to great damage (Curzon, 1896, p. xviii). Curzon (1896, p.28) provides enough evidence that the St Louis tornado was a typical tornado with all the features usually attributed to such phenomena. He, first of all, bases his view on the local news account which told of the detected presence of the upward and inward spiral motions, illustrated by trees having been torn up by their roots and scattered around in a mess. In addition, in certain places, it was reported, the debris was thrown around in each direction. The St Louis Tornado (also known as The St Louis-East St Louis Tornado) of 1896 reportedly touched down in southwest St Louis, which was at that time the city’s highest point. Specifically, at 6:30 PM on 27 May 1896 the landfall of two tornadoes (rated F4) was made at St Louis and near the city (Gunn & Gunn, 2009, p.50). Those tornadoes, which were a part of the overall outbreak on the territory of the United States , arrived in a simultaneous manner. One of the tornadoes passed over St Louis and headed for southeast. There it leveled farms in Richview and Irvington located 60 miles east. The other tornado, which was very powerful and excessively destructive,

Eassy4 Essay Example | Topics and Well Written Essays - 1500 words - 1

Eassy4 - Essay Example Talent, concisely, represents the ability of a person to grow and learn courtesy of using the gifts that are at their disposal. Talent management, nevertheless, forms a large part of success in the corporate world. This involves the management of the talent flow in an organizational framework using strategic, tools and procedures. The organizations in the corporate world are under obligation to derive an integrated and comprehensive set of activities that aim at ensuring that this organization operates viably in the corporate world of Human Resource management (Beardwell & Claydon, 2010). Therefore, these activities attract, motivate, develop and retain the talented groups of people that are of significance to the present and future operations of the organization. Talent management, owing to the above activities, involves the systematic identification, attraction, development and retention of such individuals with high potential. Most organizations accept the fact that talent is a critical tool that can create opportunities of value to the organizational operations, hence the reason behind talent management. The Coca Cola Company represents a company that employs talent management in the retention of its employees with specific talent. The company is the world’s largest beverage group, in terms of revenue and number of manufacturing plants. The company operates in all continents around the world, with a significant market share of the world soft drink market. This makes Coca Cola Company the most valued and recognized brand in the world. Interestingly, the company has an approximate serving of 1.5 billion each day. The products line of this company has at least 2,800 assorted products, spanning over two hundred countries in the world. Outside the North America, for instance, Coca Cola has over 80% of its sales. The vast nature of the company

Teaching Conditional Sentences

Teaching Conditional Sentences The Teaching of Conditional Sentences Part 1: Evaluation of the Textbook Treatment of Conditional Sentences I. Introduction: Definition of Conditional Sentences In grammar, conditional sentences refer to the discussion of factual implications or imaginary or hypothetical situations and their results. They express something that must happen or be true if another thing is to happen or be true (Hornby, 2000; Swan, 1996). Generally, conditional sentences consist of two main clauses – a main (‘conditional) clause containing a verb in a form with will or would, and a subordinate clause that is introduced by if (Parrott, 2000). The order of the two clauses can appear interchangeably. When the if-clause leads the sentence, normally a comma is used. However, when the conditional sentence takes the lead, no comma is found after it. In certain cases, the way we use this comma in conditional sentences lies ‘partly on their length and partly on personal preference (Parrott, 2000, p. 231). II. First Conditional A. Basic Form In the basic form of the first conditional, the verb in the if-clause takes the present tense, and the verb in the main or conditional clause takes the simple future. If Clause Conditional Clause If + present tense, Future tense Conditional Clause If Clause Future tense If + present tense B. Meaning and Use Generally, the first conditional or conditional sentence type one is used to express a probable condition and its probable result in the future (Soars Liz, 2007; Swan, 1996; Thomson Martinet, 1986). Nonetheless, it does not limit itself only to this use. Parrott (2000) points out that this type of conditional is employed to show ‘aspects of persuasion such as cajoling and negotiation and for giving warnings and making threats'(p. 232), as can be seen in the examples below. Examples: [a] If you have enough rest, you will feel better. [b] Ill cook for you this evening if you help me with this assignment. [c] If he procrastinates, hell miss the flight. [d] Ill kill you if you dont stop your relationship with my sister. Apart from these functions, the first conditional sentence can possibly appear in certain variations. Variations can be present in both the conditional clause and the if-clause. In the conditional clause, a range of other forms, such as may, might, can, must, should or imperative or any expression of command, request or advice, may be used instead of will, depending on what messages we want to send (Parrott, 2000; Thomson Martinet, 1986). For example, if we want to show that something is possible, we can use either may or might instead of will, or when want to indicate permission, either may or can is possible. Moreover, when we want to advise or suggest someone to do something, we can use should or had better or imperative form. Examples below show these. Examples: [a] If you drive fast, you may/might hit others on the road. [b] If you dont feel well, you may/can leave early today. [c] If you want to thoroughly enjoy Christmas, you should finish your assignment well before the deadline. [c1] If you want to gain weight, you had better eat and sleep more. [c2] If dont feel well with coffee, never drink it again. Interestingly, two present tenses can also appear in both the if-clause and the conditional clause. When it is the case, it is usually used to indicate automatic or habitual results (Thomson Martinet, 1986). An example below shows this usage. It should be noted here that this kind of use can mostly be seen in the zero conditional, which mainly discusses factual situation or natural phenomena. Therefore, students at a lower level should not be presented this difference. Example: If there is a shortage of any product, prices of that product go up. Similar to the variations in the conditional clause, we can also use a range of present forms in the if-clause, depending on the meaning we want to convey (Parrott, 2000; Thomson Martinet, 1986). For example, we can use present continuous or present perfect instead of present simple to show a present action or a future arrangement. When we want to show that something is less likely possible and it may happen only by chance, we can use should because it helps weaken the possibility (Parrott, 2000). All these can be found in the examples below. Examples: [a1] If you are coming over next week, Ill bake our traditional cakes for you. [a2] If the letter hasnt arrived by the next hour, well have to phone the post office. [b] If she should call me at night, I wont answer. Moreover, we can also find the use of will or would in the if-clause when we want to indicate polite requests. However, often will is seen as less polite than would (Swan, 1996). At this point, it should also be noted that should can also be used in replacement of if, usually in more formal, written contexts (ibid, 2000), without any change of the meaning (Azar, 2002). This kind of use indicates offer or suggestion. Here are the two examples: If you will/would carry this bag, Ill treat you lunch. Should you need more help, you can call me any time. III. Second Conditional A. Basic Form In general, the basic form of Type 2 conditional uses the past tense in the if-clause, and would + bare infinitive or ‘the conditional tense in the conditional clause to ‘distance our language from reality (Swan, 1996; Thomson Martinet, 1986). If Clause Conditional Clause If + past tense, would + bare infinitive Conditional Clause If Clause would + bare infinitive If + past tense B. Meaning and Use The second conditional is used to talk about an unreal situation and its probable results now or in the future. The situation or condition is improbable, impossible, untrue, imaginary or contrary to know facts (Azar, 2002; Parrott, 2000; Soars Liz, 2007; Swan, 1996; Thomson Martinet, 1986). It is important to note that there is no time difference between Type 1 and 2 conditionals, and the past tense in the if-clause of Type 2 conditional is not a true past, but a subjunctive (Parrott, 2000; Thomson Martinet, 1986). However, while Type 1 conditional is viewed as a real possibility, Type 2 is not the case. Besides, were instead of was is more often found in the if-clause in more formal sentences, and many people consider it more correct, especially in American English (Parrott, 2000; Swan, 1996; Thomson Martinet, 1986). Examples below show these uses. Examples: [a] If I had enough saving, Id buy that grand house. [b] If I were rich, Id be happy! [c] If the plan crashed, Id be terrified. Not different from the first conditional, the second conditional likewise has its possible variations, in both the if-clause and the conditional clause. For the variation in the conditional clause, we can use, for example, might or could or the past tense in place of would to talk about several other things. This ranges from ability or permission to the past automatic or habitual actions. Below examples show this use. Examples: [a1] If she applied for that position again, she might get it. [a2] If they had tickets, they could enter the theater. [b] If he got home late, his wife slept first. In the if-clause, instead of using if with a simple past, it is possible to have if with a past continuous, indicating a wish for a difference for a temporary situation. Moreover, sometimes were + infinitive, in placement of a past tense form in the if-clause, is used to make the situation more hypothetical or polite. At other times, the inversion of the if-subject and were can be seen, and when were takes the if-subjects place, if is then left out. The meaning is still the same. Here are the examples: Examples: [a] She doesnt like the children but now they are going to her home. If they were not going there, shed be a lot fine. [b] If they were to study harder, their teacher would be much happier to help them. [b1] Were they to study harder, their teacher would be much happier to help them. IV. Third Conditional A. Basic Form The basic form of the third conditional takes the past perfect in the if-clause, and would with have plus past participle, or ‘the perfect conditional in the conditional clause. If Clause Conditional Clause If + past perfect, would + have + past participle Conditional Clause If Clause would + have + past participle If + past perfect B. Meaning and Use The third conditional is generally used to speculate about the past events, which are unreal or imaginary, and about the ways things might have been affected just because how other things happened or did not happen. This conditional is also used to talk about regret, criticism or excuse (Parrott, 2000; Thomson Martinet, 1986; Vince Emmerson, 2003). Examples: [a] Kate would have been nice if Peter had treated her equally. [b] If she hadnt gone out late at night, she wouldnt have been rapped. [c] If my car hadnt broken down, Id have been able to catch you up. The same as the first and second conditional, the third conditional has its possible variations, in both the if-clause and the conditional clause. In the conditional clause, in place of would, we can use, for example, might or could to discuss ability, possibility or permission. Examples: [a1] If we had found him earlier, we could have saved his life [a2] If we had found him earlier, we might have saved him. [a3] If our documents had been in order, we could have left at once. In the if-clause, had can be used in the form of inversion. When had is used, then if is to be deleted. No meaning is changed in such usage. If you had asked for his permission, he wouldnt have been that mad at you = Had you asked for his permission, he wouldnt have been that mad at you. V. ‘Unless in conditional sentences In conditional sentences we can use a wide range of conjunctions, such as supposing, as long as, provided, unless, etc., instead of if. Here, however, only unless is discussed. Unless is usually perceived as sharing similar meaning with if†¦not (Swan, 1996; Thomson Martinet, 1986). However, as Parrott (2000) argues unless has a ‘strong degree of reservation compared to if†¦not. Examples: I wont go with you unless you pick me up. Ill go with you only if you pick me up. There is an exceptional case when unless cannot be used in replacement to if†¦not. We would rather use if†¦not instead of unless if it refers to something negative that would be the main cause of the situation we are talking about (Swan, 1996). Instead of saying, ‘My wife will be very upset unless I get back tomorrow, we say, ‘My wife will be very upset if I dont get back tomorrow. This being so because the root cause of the wifes unhappiness is if the speaker does not go back. VI. Implications for teaching conditional sentences Different types of conditional sentences are taught at different levels. A general suggestion given by Parrott (2000) is that the first conditional should be introduced at an elementary or intermediate level; the second at a lower intermediate; and the third at an upper intermediate level. As for the Secondary 3, Band 2 students who are seen as pre-intermediate level, they should be introduced to all the four types of conditional. However, the introduction of details or variations of each type should be carefully considered. As can be seen from the detailed explanation of the three types above, there are many variations in each type, in both the if-clause and the conditional clause. The Secondary 3 students at this level should therefore not be taught all these variations. Otherwise, this will become a very good confusion for them. However, if there are some strong students in the class and if the teacher is ambitious, he or she can introduce his or students to some kind of the variations of the conditional clause Type 1 and 2. These variations could be the use of might or may instead of will in the first conditional, and might or could instead of would in the second conditional. The third conditional is already very difficult and the students should not be made confus ed because of these variations. It should be noted that before all these variations can be introduced, teachers should make sure that the students are made clear with the basic forms of the four types. Furthermore, the way how the conditionals are punctuated should also be ensured since for most Chinese students, recognizing the order of conditional sentences is difficult for them. This being so because the order of clauses does not go with the order in their language (Parrott, 2000). VII. Treatment of a Hong Kong textbook on conditionals The Living English 3B by Nancarrow, Thomas and Yuen (2005) used for Secondary 3 features all the four types of conditionals. Type 0, 1 and 2 are introduced mainly in terms of revision and of some forms of variations. Type 3 is presented virtually exclusively in form of basic rule and usage. However, there is no introduction of conjunctions which can be used in place of if. Perhaps this may be helpful for the students instead, for they are not overwhelmed with too many things at this level. The presentation of the use of the first conditional is simple and well enough for the students to understand. Nevertheless, there seems a bit vague for weaker students to fully recognize the changing of the order of the clauses, explained in the note on page 43. The students should be drawn to the fact that there is no change in meaning even if the position of the two clauses is changed. Another thing is that there is an explanation of variation of this conditional in the Teachers Book (TB), which requires teachers to tell their students but which is generally not necessary at this level. There are two problems in the explanation of the first conditional. The first one is with its description of usage. The explanation tells that this type of conditional is used to describe ‘the future consequences of a situation that is true now (Nancarrow, et al., 2005, p. 43). The wording here looks easy but it may not be the case for the students to grasp the whole picture, and thus needs revision. The second problem concerns with the variation of this type. The book explains that it is possible to use can or may instead of will. However, in the Students Book (SB), it does not give any example of this possibility, nor does it indicate what it means when they are used. A short explanation is available only in TB, though. For the second conditional, it carries only the last problem of the first conditional. In other words, SB gives the same explanation that variation is possible for the second conditional, but fails to show the usage and meaning. Again, only TB explains this va riation in more details. The presentation of the third conditional in this book is very well structured. It introduces the students to the most basic use of this conditional through clear explanation and examples. It suits the students level quite well. One last note is that the textbook should not introduce the variations of the first three types of conditional. Ironically, the title is devoted only to revising, yet the students are also presented with variations. At this level, the students should learn mainly the basic or general forms and usage. Variations should be presented in the next levels. However, one good thing is that there is no presentation of conjunctions, which can be used to replace if. It is good to make sure that the students can understand the basic first. Part Two: Critique and Reflection I. Critique on Ms Leungs teaching Ms Leung is revising conditional sentences Type 1 and 2 and trying to introduce Type 3 and conjunction unless to her Secondary 3 students. Certain problems appear as she handles these grammatical aspects in each excerpt. Among all problems, her inadequacy of knowledge of the underlying system of language is the central one and in turn affects the ways she handles her teaching. In excerpt 1, in which she revises the first and second conditionals, Ms Leung generally appears unclear herself in what she explains to her students. She asks her students to remember that with Type 1 conditional, it has to be future in the main clause. She yet does not point out specifically what kind of future tense it is to which she is referring since there are many future tenses. Although this is apparently clear that she is referring to the simple future will, being a well-language aware teacher, she should present it to the students to clear confusion it may have. Concerning her explanation of the use of this conditional, I feel the word choice is rather ambiguous. She tells her students that conditional Type 1 is for a prediction. Even though the form of will here is used as the normal future form in general, there is a significant difference between the use of will in conditional sentences and in general sentences. In a general sentence, will is used ‘for unplanned fu ture events, or to make predictions that arent based on present or past evidence (Parrott, 2000, p. 170). However, in a Type 1 conditional sentence, the use of will in the main or conditional clause is to indicate a probable result, not a prediction of it. This can be implied that the teacher is not truly well aware of the content subject. When Ms Leung revises the second conditional in the same excerpt, she seems to create similar problems as when she handles the first conditional. The first problem concerns with the relationship between her own explanation of the use of the second conditional and her examples. She gives two examples to her students and informs the students that the second conditional is used to talk about ‘things which are not so probable, they are possible but not very probable. To some degree, the examples do carry an improbable meaning. However, the two are just contrary to known fact, with the first example indicates an imaginary future situation, and the second an imaginary present situation. The second example also indicates clearly that it is advice, which the teacher misses to convey to her students. The second problem is the extent of her explanation, in addition to the first problem. She does not make it clear to her students whether the past tense used in the if-clause refers to the real past, or present or future speculation. Some students may be still doubtful about this tense, though they have already gone through it. This implies that the teacher is not well aware of the students difficulties or that she is not thinking about the language content from the viewpoint of the learners (Andrews, 2007). In excerpt 2, she introduces the third conditional, and here two critical problems come about. The first one is about overgeneralization of the conditional form in both the if-clause and the main clause. Ms Leung presents to her students that all the third conditionals begin with if plus Past Perfect. To say that all the third conditionals start with if is already too exaggerated. She seems not to take into consideration the variation of this form. It is questionable in her explanation whether it is still called Type 3 conditional when ‘had is used instead of if in the case of inversion. As she goes on to explain the form in the main clause, Ms Leung makes the same overgeneralized mistake. She mentions that would have done is always used in the main clause. This rule again ignores the fact that there are variations in the third conditional too. In addition, it creates confusion in the use of ‘have done. As can be seen from her example, ‘done is not used with ‘have. Instead, it is ‘woken that is being used with ‘have. The example and the rule then do not match, and so another question arrives whether this is a conditional sentence or not. The second problem in her presentation of this Type 3 conditional is the fact that there is no explanation of when it is used at all. She presents to her students only the form and a single example. Why or when the third conditional is used is not explained. Although the students may know how to structure this conditional, they surely do not know when to use it. This seems like it is nothing for the students to learn because how useful it is to use this conditional they are not aware of. One last note is that the teacher seems not willing to give more examples to help with her explanation. This insufficient example would mean to limit the general understanding of the students, and so they will not learn. Ms Leung finally finishes her class by trying to introduce another language point. She teaches her students how to use unless in place of if†¦not. Even though she can manage to tell her students relatively well that unless can be used instead of if†¦not when the if-clause is negative, she perhaps may not be well aware that meaning of the two sentences is not exactly the same as she has claimed. According to Parrott (2000) unless carters a stronger degree of reservation compared to if†¦not. This shows that the teachers knowledge of the subject-matter is insufficient enough. Besides, Ms Leung is unable to clarify when to use unless instead of if†¦not. From the beginning of this introduction, she tries to tell her students that they can use unless sometimes. Nonetheless, she ends up not explaining when exactly, and so abruptly changes the way she presents to the students. This perhaps indicates also that she lacks ‘strategic competence (Bachman, 1990). Through her teaching of all the language points, it is obviously clear that Ms Leung does not check with her students whether or not they have understood what has been taught. Instead, she seems to rush from one language point to another very quickly. This seems that she does not care about the students learning or that she wants to escape from the students questions. An implication from this behavior and her so far inability to clarify each language point is that she is short of necessary subject-matter knowledge as well as language competency. These inadequacies will in turn impact the way the teacher handles the teaching in a negative way. According to Andrews (2007), professional factors of teacher affect the teachers attitudes in a way that the teacher is afraid of giving serious attention to language-related issues. Because of this, the learners cannot get a meaningful learning from the teacher. II. Reflection of what can be done differently better If I were Ms Leung, I would adopt a different approach to teaching this language point to the students in this target group. As can be seen from her teaching, she is trying both to revise two conditional types and to introduce two other major language points at the same time. This teaching is already too much with the time available and the target group, and therefore can be unfruitful. ‘At different levels of language learning students will need to be shown different aspects of grammar and teachers will need to decide how detailed their approach to grammar will be (Joyce Burns, 1999, p. 66). If I were the teacher myself, I would not introduce conjunction unless to the students. At this level, the students should be taught only the basic form or marked feature, that is, if†¦not first. The unmarked feature such as unless should be left for the students to learn by themselves naturally before the right time comes (Ellis, 2006). I would therefore use the available time for teaching this conjunction to focus more on the revising of Type 1 and 2 conditionals and on the elaboration of Type 3, for I believe this intensive teaching will help them progress through the sequence of stages involved in the acquisition of that structure (ibid, 2006). For the explanation of Type 1, I would simplify the wording that the teacher uses to discuss when this conditional is used. Instead of telling the students that this conditional is used for predictions, I would say it is used to show a possible condition and its probable result in the future. In the same way for Type 2, I would tell t he students that it is used to talk about an unreal situation and its probable results now or in the future, or to give advice to someone. I would also draw their attention to the fact that the past tense used in the if-clause is not the real past, but a subjunctive which indicates unreality or improbability. In addition, I would give the examples that truly reflect its usage, so that the examples can help facilitate the students understanding in a better way. For Type 3 conditional, I would first change the extreme generalization the teacher makes in both clauses. I would tell the students that in the if-clause, we usually use the Past Perfect, and would plus Past Participle in the main clause. Then I would give them 3 examples. From this, I would present to them when we use this third conditional. The students will find it easier to understand the central meaning with the facilitation of the examples on the board. If I had some time left, I would establish connections between form and meaning for them to practice the language point since this is a fundamental aspect of language acquisition (VanPatten, Williams, Rott, 2004, as cited in Ellis, 2006).

The Internet Promotes Worldwide Business Growth :: Computers

The Internet Promotes Worldwide Business Growth Today, businesses grow like crazy. Businesses are constantly competing to beat each other's prices and to carry the best product. One major factor in business publicity is to target customers. Stores and companies have customers who live in the general area and visitors who might also like to purchase their products. In order for the company to maximize their income, they must present an easily accessible product line. The Internet is an efficient way to reach out to new customers who are not in the store's proximity. The Internet is the only place where people all over the world can communicate while looking at the object that they are discussing, comparing prices and checking ratings on items. The article entitled Internet Takes Ancient Craft Global, written by R Daniel Foster, is an article about the Internet's ability to accelerate business progress. Mr. Frimpong, a royal African wood carver from the city of Ghana in West Africa, sells his ancient woodcarvings on the Internet bec ause of the product's international demand. He uses the Internet to expand his business to the people who are interested in buying his products that shows a high degree of craftsmanship. Mr. Frimpong exemplifies Ghana's need to be connected to the Internet. On the continent of Africa, 54 countries have Internet servers: a number that has significantly increased over the past eleven years. Only 500,000 African people have access to the Internet and there are just 100,000 telephones shared between 19 million people. In order to get online, the people have to first borrow a computer, and then find an available line to which they can link the modem (Foster 8). Even now, numerous people in Africa lack access to the Internet. The Internet is a necessity that no one should be without. Frimpong realizes that his customers are mainly US citizens, and he decided to put his business online after a customer mentioned the idea. 'Frimpong recalls the day a women entered his Kumasi shop, bought three masks, and mentioned the possibility of selling through the Internet. (Foster 7)' Frimpong sells his merchandise through Novica.com. The Internet is the greatest asset to his company because it has tripled his income, and now he has the ability to carry a staff of fifteen employees to help satisfy the demand for the carvings. The Heart of the Well written by Rheingold is similar to the article about Frimpong's business taking off because they both used it as an informational source.

Malaysia

Introduction 1Malaysia is not a new concept or formula. Rather, the ultimate goal of 1Malaysia, which is national unity, has been the main vision of our country’s leaders before Najib, and has been interpreted in various shapes and forms over the span of five decades of Independence. If we truly study it, what has changed is the approach and implementation according to the ever-changing times and generations. (1Malaysia Booklet, 2009) In other words, 1Malaysia is a concept to foster unity amongst the multi-ethnic people of Malaysia, substantiated by key values that every Malaysian should observe.The approach is not independent of the Government’s policies thus far; instead it complements them to further reinforce our solidarity in order to guarantee stability towards achieving higher growth and development for Malaysia and the people. This means that 1Malaysia is a formula conceptualised as a precondition in ensuring the aspirations of the country to secure a developed status by 2020 are met, if it is inculcated in the minds of the people and practiced by the entire community.If the idea of â€Å"Bangsa Malaysia† which was engendered through Vision 2020 becomes the final destination, then 1Malaysia is the roadmap that guides us towards that destination. This definition is built upon the argument that in order achieve the status of a developed nation in the predetermined time frame, the key requisite is a strong and stable country, which can only be achieved when its people stand united. On the other hand 1Malaysia values and respects the ethnic identities of each community in Malaysia, and proudly regards them as an asset or advantage. Malaysia underlines the value of â€Å"Acceptance† amongst its multi-racial people, where one race embraces the uniqueness of other races so that we may live with mutual respect for each other as a nation. It is a distinct step above that of mere tolerance. The foundation for all this is the principle of justice for all, which means that the welfare of all Malaysians will be looked after, leaving no one behind. Such justice must take into account the varying levels of development of each ethnic community.Hence, government policies and provisions in the Constitution that protect the interests of disadvantaged groups will continue to be implemented. 1Malaysia will continue the agenda of nation-building. To achieve growth for the nation, the people must be the first to be developed, which must begin by instilling a sense of acceptance amongst races, and therefore undivided solidarity. When solidarity is achieved, the task of nation-building can truly and smoothly be carried out. The 1Malaysia formula is conceptualised for implementation in two main aspects.The first is through the assimilation of the Principles of Unity, while the second aspect is the assimilation of Aspirational Values. The Principles of Unity are the three items I had earlier detailed; the first, â€Å"acceptance † amongst all races and peoples of Malaysia; the second, nationalistic principles built upon the Federal Constitution and the Rukun Negara; and thirdly, social justice. These Principles are supported by wholesome values that must be inculcated as part of Malaysian culture, including values such as mutual respect, Tawaddhu', humility and astuteness in forming decisions and actions.The second aspect of the 1Malaysia formula highlights elements that must be practiced by any society seeking to achieve greater competitiveness and success. These elements comprise A Culture of Excellence in performing all duties and responsibilities; A Culture of Precision in terms of time management and improving efficiency; Courage to innovate and explore new opportunities. Meritocracy in assigning tasks to those best fit to execute them in accordance with the Federal Constitution and national policy; unwavering Loyalty to our country; Perseverence in the face of adversity of any kind and Integrity in all matters and transactions.The inculcation of these Aspirational Values will distinguish us as a powerful, respected and admired Malaysian Community, befitting the identity of a thriving and developed nation. In delivering its commitment to the Rakyat, the government presented the theme â€Å"People First, Performance Now† as part of the 1Malaysia concept. This theme signifies that while reinforcing the call for unity amongst Malaysians, the government will also prioritise issues that the people feel strongly about. The government also places great weight upon the performance and results of all public servants when engaging with the people.In other words, the government recognises the importance of the efficiency and quality of public service in enhancing the quality of life for the people, hence the adoption of a people-friendly approach in all government agencies is critical. In view of this, a Key Performance Index (KPI) will be implemented in all government matters, beginning with the KPI monitoring exercise for all Ministers. A Minister in the Prime Minister's Department is already assigned specifically to ensure the smooth implementation of the KPI.The Minister responsible will provide further details on the KPI and a detailed system of implementation to fulfil this government objective. Such initiatives are expected to produce significant changes not only in government administration, but more importantly to lead to the betterment of the Malaysian people's standard of living. Above all, 1Malaysia â€Å"People First, Performance Now† is expected to generate a definitive transformation, towards an advanced Malaysian nation, underpinned by a firmly united people, and esteemed by the world.The media must assume the responsibility to help the government to bring progress and renewal to the country. The media also had the responsibility to safeguard the peace in the country as well as the renewal and progress attained by the people. We hav e to continue doing what our forefathers did to bring progress and renewal to the country. We cannot merely bring progress and renewal but have to initiate a quantum leap, and the media has the responsibility to help in this transformation. This leap demands understanding and openness.Emotions and sentiments must be set aside or the effort to achieve the leap will be difficult. The media should act responsibly when safeguarding the rights of any community, and it should also safeguard the rights of all Malaysians as well. The 1Malaysia concept, proposed is pivoted on the federal Constitution and the Rukun Negara. Besides that, put forward the principles which encompass the responsible attitude which must be practised. We have to appreciate the principle of 1Malaysia in order to build a more progressive country. We have to be fair to all the communities.This is not merely something which we want but it is that which is demanded by Islam. The era of the government knowing better has e nded, and we now have to interact with everyone. And for this, the media must understand the government’s thinking and vice versa. Foundation of 1Malaysia concept Based on National Unity Ultimate Objective Of 1Malaysia, Prime Minister Datuk Seri Najib Tun Razak reiterated that 1Malaysia was not a new concept or formula and that its ultimate objective of national unity was the main vision of past leaders of the country, albeit in various forms. National Unity Ultimate Objective Of 1Malaysia, 2009) 1Malaysia is a formula which serves as a prerequisite to ensure realisation of the country's aspiration to achieve developed nation status by 2020 if it is assimilated in the people and practised by society. The 1 Malaysian or a member of Bangsa Malaysia, if one prefers; pursues excellence with full confidence and with pride in himself and his country, behaves democratically, holds himself to high ethical standards. (National Unity Ultimate Objective Of 1Malaysia, 2009)Feels that he/ she belongs to the nation despite his/her cultural exceptionality, contributes to the scientific and technological civilisation that awaits mankind, is family-oriented, cares for the welfare of others and seeks to reduce economic inequality, and works hard. (National Unity Ultimate Objective Of 1Malaysia, 2009) The concept 1Malaysia is based on three main thrusts; nationalistic principles based on the Federal Constitution, Rukun Negara and social justice. Rukun Negara is fundamental to all policies and nation-building. Malaysia concept uphold all the fundamental provisions of the Federal Constitution and Rukun Negara because it’s main objective is national unity and has been exists after Independence as it has been the main vision of our country’s leader before Prime Minister Datuk Seri Najib Tun Razak and has been interpreted in various shapes and forms over the span of five decades of Independence. (Rafini Othman, personal communication, 16th September 2009) If we tr uly study it, what has changed is the approach and implementation according to the ever-changing times and generations.It’s a matter of â€Å"rebranding†. (Rafini Othman, personal communication, 16th September 2009) The â€Å"Malaysian Malaysia† ideology is not the same as the â€Å"1 Malaysia† concept although both were aimed at building one nation. The ‘Malaysian Malaysia' ideology espouses that all ethnic groups have equal rights with none having special rights. This is against the Federal Constitution; Article 153 of the Constitution which stipulates the special rights of the Malays and other Bumiputeras as well as the position and rights of the other races in the country.The idea of a â€Å"Malaysian Malaysia† proposed by the Opposition, championed by the DAP and before that, the PAP under Lee Kuan Yew when Singapore was part of Malaysia. It specifically provides special quotas for the Malay and other indigenous peoples of Malaysia in ad mission to the public service, awarding of public scholarships, admission to public education institutions and the awarding of trade licences. It also authorises the government to create Malay monopolies in particular trades. (Rafini Othman, personal communication, 16th September 2009)Unlike that idea, 1Malaysia did not deviate from the basic ideas and spirit of the Federal Constitution. People shouldn’t fear or cast aspersions on the concept because 1Malaysia seeks to ensure that the ethnic identity of each race is respected. This means that every race respects each other and understands their unique differences. Only then can unity be achieved. The people must progress first before the country can achieve development. (Rafini Othman, personal communication, 16th September 2009)Unity as envisioned through the 1Malaysia concept varies greatly from the assimilation concept practiced in other countries where the ethnic identities are wiped out and replaced with one homogeneous national identity. It is also clearly distinct from the opposition’s concept of Malaysian Malaysia. 1Malaysia does not deviate from the spirit of our Federal Constitution as the law of the state, written or implied. In fact, the 1Malaysia concept remains faithful to the core provisions within the Federal Constitution, Therefore, no one should fear or cast aspersions hat the concept the concept will deviate from what has been agreed upon by our founding fathers. 1Malaysia slogan’s, â€Å"People First, Performance Now† Based on National Unity Ultimate Objective Of 1Malaysia, in implementing its commitment to the people, the government had coined the slogan â€Å"People First, Performance Now†. (National Unity Ultimate Objective Of 1Malaysia, 2009) The theme means that in emphasising the importance of unity among Malaysians, the government will also give preference to issues regarded as important by the people.The government also stresses on performance and achievement by all civil servants in their dealings with the people. (National Unity Ultimate Objective Of 1Malaysia, 2009) In other words, the government understands very well how important civil service efficiency and quality are in improving the living standard of the people and, as such, all government agencies will give priority to the people-friendly approach. In this connection, the Key Performance Index (KPI) would be applied in government matters, starting with the KPI monitoring for all ministers.Our Prime Minister Datuk Seri Najib Tun Razak begins to reshape the leadership and priorities of the Government. He is mindful that we should build on the successes and lessons of the past. It must be a government with new approaches for new times; a government that places a priority on performance, because the people must come first. Both of it are the same and media do not focus only on 1Malaysia but also on the slogan in balancing the priority of both of it as it comes out mutu ally and supports each other equally.If Malaysians had included the values of the concept in their lives, it meant that the ministry had achieved its key performance indicator (KPI). The terms of KPI and KRA (key result areas) have to understand these two terms to convey the 1Malaysia goal. (Rafini Othman, personal communication, 16th September 2009) Key Preformance Index (KPI) is aim at boosting the performance of the civil service. The KPI encompasses six Key Result Areas (KRA) including crime prevention efforts and the fight against corruption.Other KRA include efforts to widen access to quality and affordable education, uplift the standard of living for the lower-income group, improve the infrastructure in the rural and remote areas, as well as to improve public transport for the medium term. By incorporating KRA in achieving KPI, it helps to expedite the acceptance of the 1Malaysia concept among Malaysians. KPI have direction to take on 1Malaysia to achieve its objective and it is up to the people to accepting it. KPI have to convince the people and do follow up with the progress. (Rafini Othman, personal communication, 16th September 2009)The adoption of a people-friendly approach in all government agencies was also critical as the government recognised the importance of the efficiency and quality of public service in enhancing the quality of life for the people. The government also placed great weight on the performance and results of all public servants when engaging with the people. (Rafini Othman, personal communication, 16th September 2009) Key Performance Index (KPI) will be implemented in all government matters, beginning with the KPI monitoring exercise for all Ministers.A Minister in the Prime Minister's Department is already assigned specifically to ensure the smooth implementation of the KPI. The Minister responsible will provide further details on the KPI and a detailed system of implementation to fulfil this government objective. KPI will pa y off and change not only in government administration, but more importantly to lead to the betterment of the Malaysian people's standard of living in acceptance of 1 Malaysia. With the right procedure that will be monitor by responsible minister that also aim on the objective of 1Malaysia.By that, this will expedite the progress of achieving 1Malaysia as it is expected to generate a definitive transformation, towards an advanced Malaysian nation, underpinned by a firmly people, and esteemed by the world. (Rafini Othman, personal communication, 16th September 2009) Above all, â€Å"1Malaysia People First, Performance Now† is expected to generate a definitive transformation towards an advanced Malaysian nation, underpinned by a firmly united people, and esteemed by the world. â€Å"When we know what the national KPIs are, the people will be able to measure the Government’s efforts and performance.They can also give their views and suggestions on how we can achieve thes e national KPIs. This was a reflection of the government’s intention to have more effective and meaningful achievement as demanded by the people. Issues On 1 Malaysia There are a lot of issues arises when the â€Å"1 Malaysia† concept has been introduced by the Malaysian Prime Minister, Datuk Seri Najib Abd. Razak. The most controversial issue that came up is the equality between 1 Malaysia and â€Å"Malaysian Malaysia† concept. Malaysian Malaysia had been brought by the DAP on 1960.Opposition parties have claimed it mirrored the Malaysian Malaysia concept championed by the DAP and, before that, the PAP under Lee Kuan Yew when Singapore was part of Malaysia. Malaysian Malaysia has been introduced with the purposed of espoused equality for all Malaysian. According to the Malaysian Insider, Datuk Seri Najib had explained that the concept of 1 Malaysia created by him is not the same as the concept Malaysian Malaysia. For Prime Minister, 1 Malaysia means the Malaysi an standing, thinking and acting as one Malaysian with the way of performing action based on the agreement of the entire ethnic group in our country. Figuring out One Malaysia, 2009) Madam Rafini, a journalist in RTM said that 1 Malaysia is totally different from the Malaysian Malaysia concept even though the policy is almost the same. The DAP’s concept is more to giving the sameness right to all the Malaysian no matter what races they are. But, 1 Malaysia is more to encouraged people to think, work and having achievement together as a Malaysian. In addition, it is hopefully that it will bring unity to all races in Malaysia. Rafini Othman, personal communication, 16th September 2009) Besides that, the slogan created had brought misinterpretation to some people. They claiming that 1 Malaysia is just a political gimmick and it will erode the privilege of Malays. Not long after the concept was introduced into the public domain, the ruling party and its media organisations moved to narrow the perimeters of the concept, concerned that it would signal the end of affirmative action and special privileges of the Malays. This has created an anxiety to the Malays and former Prime Minister; Tun Dr.Mahathir Mohammad had given his opinion on this issue. He said that he worried people will assume that 1 Malaysia means Malaysian Malaysia and people will misinterpret the true meaning of 1 Malaysia. (Is 1 Malaysia Just The New Malaysia Boleh, 2009) It is strange for some people to argue on the 1 Malaysia slogan by giving nonsense concern that Malays going to lost the privilege rights in our own motherland. It is also said that all this controversy is created by the opposition parties that want to bring down the government (1 Malaysia Untuk Semua, 2009).They use this slogan as a silent weapon to influence people mind about the trick behind this slogan. The truth is how Malays can lose their privilege and specialties if DAP own self – which have a complot with PAS and Parti Keadilan Rakyat – totally accepting the â€Å"Perlembagaan 1957† that had guaranteed all the special privilege rights of the Malays? (1 Malaysia Untuk Semua, 2009) Madam Rafini said it all depend on the Malaysian how they interpret this concept, if they accepting it positively, then it will be something good. Mentality of our people plays a big role in this issue.She also said that the government cannot make a decision for the Malaysian, but Malaysian itself have to decide on their own which one is right and which one is wrong (Rafini Othman, personal communication, 16th September 2009) For the media, they can only broadcast and spread the truth idea of 1 Malaysia by using the medium they have like television, radio and newspaper. Madam Rafini also giving her suggestion to clear the misinterpretation to some people by inviting some one that understands this concept very clearly, such as the minister to giving a talk or explanation about the truth of 1 Malaysi a. Rafini Othman, personal communication 16th September 2009) The opposition parties also accused that it is just a â€Å"cheap† slogan use by the government to trick people and they still want to play with sensitive issue such as races to weaken the government. But, our people nowadays are very smart and they can think on their own what the best is. The media also playing part by spreading the truth about this concept and explaining clearly to the Malaysian that 1 Malaysia is actually means no one in the country will be sidelined but affirmative action policies will continue.Role Of The Media To Educate People About 1 Malaysia Since 1 Malaysia concept has been introduced by the prime minister, there are a lot of opinions and variety of views from people. We can see that different people have a different interpretation about this 1 Malaysia concept, some agree and some not. This concept has its own pro and cons. So, what the media can do to educate the public about the truth of this concept? According to Madam Rafini, the broadcast journalist in Radio Television Malaysia (RTM), media plays a very important part in educating the public about this intelligent idea.As a journalist, she said she can write and produce some opinion pieces about 1 Malaysia concept and it can be read by the public. The media need to broadcast more news that related to 1 Malaysia. They need to deliver something positive and accurate to us. (Rafini Othman, personal communication, 16th September 2009) Besides that, the media can also broadcasting some talk show, for example with the minister with the purpose to explain deeper about this concept. She add that RTM already have this kind of program called â€Å"Bersama Menteri† and they also have a new program called â€Å"Bicara Siswa†.This talk show invited some young generation and representative from high education institution in Malaysia to talk about serious issue inside this country (Rafini Othman, personal commu nication, 16th September 2009). So, in this way we can get comments and interpretation from the youth perspective. In addition, Madam Rafini also said that advertisement can be a very effective medium to promote this concept (Rafini Othman, personal communication, 16th September 2009).Nowadays, we can see a lot of 1 Malaysia advertisement had been started to publish in the public area such as on the advertisement board at the highway, bus station, newspapers and others. Advertisement is a very efficient way to persuade people. The advertisement showed in the television is the best method to persuade people. Some television commercial that shows the unity of all races in Malaysia can help people to understand clearer about this concept. This creativity weapon can plant good moral values to the Malaysian. Our youth is the next generation that will inherit this country.So, they are one of the main targets to practice this concept in their life. But, it is not an easy job to attract the interest of the youngster. That is why the media has come up with one initiative to attract the youngster by creating 1 Malaysia songs. Right now, there are some versions of 1 Malaysia songs that has been listened by the public. Most of this song was sang by popular artist that our youth admired of. As a result, it is hope that our younger generation will be attracted and understand deeper about the exact meaning of 1 Malaysia. 1 Malaysia Acceptance towards Society and EducationIn terms of the acceptance of people of Malaysia regarding the concept of 1 Malaysia, our former prime minister, Tun Dr Mahathir personally told his opinion that nearly 40 percent of Malaysian people still do not know and understand about the concept of 1 Malaysia. He feels that 1 Malaysia is more to political slogan rather than managing the aspirations of different races. He personally still does not see our different races community adapt this concept to their daily life A recent survey by Merdeka Centre a lso showed that 78 per cent were aware of the concept but 39 per cent still did not know what it means. Is 1 Malaysia Just The New Malaysia Boleh, 2009) We ask Madam Rafini about the big roll that journalist and the media plays in shaping Malaysian’s minded and how exactly the media helps our government to send this message clearly to Malaysian people. She admit that in Malaysia, the media is the biggest medium in giving any important message or introduce a new aspirations concept towards Malaysian people, she add that media will interprets the concept in a simple way or subliminal way.She said that the most common way in media is by using the variety of advertisement and message through the various medium like radio, internet, and most commonly television. (Rafini Othman, personal communication 16th September 2009). We can see when a new concept is being introduce, there will be a new advertisement that will be shown in the television to show our people about the reality of the new concept and how it is actually connected with our daily life. Most of the concept that are being introduce in Malaysia, it will always something that have a powerful connection in our daily life and the harmony of our country.She said that there were many advertisements that were shown everyday in the media especially in television regarding this concept. There is also advertisement that was created in more subliminal ways. This is one of the effective ways to make our people realize and think for a while about what is the concept is all about. The process also takes the whole of media team to adapt the new concept so that they can connect it in the variety of programmes that is shown in the media. In other aspect, the media is the biggest medium to spread the new concept by introducing the concept more in the media.We can see that now every single thing in the media at least will be connected to the concept starts from news telecast until other programs. Madam Rafinni said we as a media will always try to produce a good massage but the entire acceptance depends on our Malaysian people themselves. The media is just the medium to interpret a very good concept that is suitable to our country. One example that we can take is when the media produce a competition to everyone to create a song that represent one Malaysia. This shows how the media is serious to commercialize the concept. Rafini Othman, personal communication, 16th September 2009) In other aspect, some Malaysian thinks that 1 Malaysia is just a political gimmick. We ask Madam Rafini if the concept will still be seen as a gimmick or it will give some impact towards Malaysian. In this case, she said that maybe the ‘gimmick’ term came from other people or other parties that not agreed with our government. Realistically, 1 Malaysia is still a new strong concept that has been produce by our new prime minister. She said it all depends on the people themselves on how they want to accept t he concept.If they are a smart person, why we want to condemn a good and relevant concept? (Rafini Othman, personal communication,16th September 2009) Madam Rafini personally feels that most of our Malaysian people are getting used to the concept rather than take it just as a gimmick. The concept will leave a permanent impact to Malaysian if it flows well towards our community. The media will always help in finding a person that specialist in this kind of concept to provide good information to publics. (Rafini Othman, personal communication, 16th September 2009)In terms of academic, International Trade and Industry Deputy Minister Datuk Mukhriz Mahathir said that through this concept, multiracial students could mingle and interact more effectively. He suggests that it can be done by making Bahasa Malaysia, Mandarin, and Tamil as elective subject (Single Stream School Can Make 1 Malaysia a Success, 2009). We ask Madam Rafini if the concept could be accept by our younger generations a nd how it could bring our younger generations together? She said that in term of education process, it is more to long term planning and it all depends on how it will be execute.If they are serious to execute it in our education system, we have to start from the roots. Start from pre – school to secondary school and our primary school. It will slowly educate our younger generations towards the real 1 Malaysia (Rafini Othman, personal communication, 16th September 2009). Our younger generations have to be smart. The concept is being introduced for a good reason to help our unity and to develop our country. So it all depend on the way is it carry out and our younger generations have to be positive in accepting it. ConclusionThe simple fact is that Malaysia has been exposed to several slogans from the time Dr Mahathir was prime minister in 1981. Each time, a slogan or concept has been introduced Malaysians have greeted it with optimism, hoping that it would signal a new dawn, a better Malaysia. 1 Malaysia is an intelligent idea that has been created by Malaysian Prime Minister, Datuk Seri Najib Tun Razak. It had brought so many opinions and interpretations in variety of perspectives. One thing for sure, this latest slogan is going to provoke some defiances but, it is also going to be a medium that will rouses people to a great unity in Malaysia. 1Malaysia People First, Performance Now† is expected to generate a definitive transformation towards an advanced Malaysian nation, underpinned by a firmly united people, and esteemed by the world. This was a reflection of the government’s intention to have more effective and meaningful achievement as demanded by the people. Thus, lead to the betterment of the Malaysian people's standard of living in acceptance of 1 Malaysia. It is also clearly distinct from the opposition’s concept of Malaysian Malaysia. 1Malaysia does not deviate from the spirit of our Federal Constitution as the law of the sta te, written or implied.In fact, the 1Malaysia concept remains faithful to the core provisions within the Federal Constitution. Therefore, no one should fear or cast aspersions that the concept the concept will deviate from what has been agreed upon by our founding fathers. When 1 Malaysia has been recognised, a lot of issues arise against this slogan. There are some people has misinterpret this slogan claiming that 1 Malaysia slogan mirrored the Malaysian Malaysia concept. Besides that, it is also said that this slogan is just a political gimmick that will erode the special privilege of Malays.The government also have to face the defying created by the opposition parties that accused 1 Malaysia concept is just a cheap slogan that will bring more harm to the people. Although, there are a lot of issues that against the concept, it’s all depend on the individual acceptance viewpoint of this concept. It begin from perception of people how they think it is, either its good or bad concept. But, our prime minister has given his explanation about the truth idea of this concept to clear all the misinterpretation.But, the truth is 1 Malaysia is actually means no one in the country will be sidelined but affirmative action policies will continue. When talking about 1 Malaysia, role of the media is very important in spreading the truth idea of this concept. From this research, we found out that media can help to educate people about 1 Malaysia by writing and publishing some article and broadcasting more news that related to 1 Malaysia. In addition, the media can also inviting the minister to explain about this concept in a talk show to ensure the complete clarification is given.Moreover, advertisement and song of 1 Malaysia is believed can attract younger generation to practise this concept in their daily life. However, no matter how much initiative done by the media to educate people, its all depend on their self because for sure, different people have their own in terpretation about 1 Malaysia. In other expect, some Malaysian feels that 1 Malaysian is just political gimmick rather than something that will give some impact towards our society. From our interviewed, we can conclude that the gimmick terms may come from other political parties and some organizations that not really agreed with our government.Actually, the percentages of people that have the bad perceptions are not that much. Most of our Malaysian people are getting used to the concept rather than take it just as a gimmick. The media will always help in finding a person that specialist in this kind of concept to provide good information to publics and produce a programme that talks about this concept in more clear and specific ways. In the aspect of educations, the suggestions that Datuk Mukhriz Mahathir made about making Bahasa Malaysia, Mandarin, and Tamil as elective subject is a good move if we see it from long term planning.If we want to be serious about it, we have to take t he first move from the roots, starting from pre – school to secondary school and our primary school. It will slowly educate our younger generations towards the real 1 Malaysia. It all depends on the younger generations them selves. The process of education that will be executed in schools will play big rolls in shaping younger generations perceptions, if this concept continue for a long time, our generations will be ready to accept this concept beginning from the roots and will make up a good generations.In conclusion towards the acceptance of 1 Malaysia within our society, the real situations in our societies are not really bad. Even though our prime minister said that nearly 40 percent of Malaysia still does not know what 1 Malaysia means and he feels that it is more to political slogan rather than a real concept. Because in Malaysian media plays the biggest roles, we discovered that media always try to find the best solution to provide the best information and try to make our people give a good perceptions towards the concept. Media used lots of medium like radio, internet, and most commonly television.One of the common ways is by using the advertisement plus a variety of information programme. Another example is when the media produce a competition for everyone to create 1 Malaysian song. When we can see that now every single thing in the media at least will be connected to the concept starts from news telecast until other programs. Madam Rafini said we as a media will always try to produce a good massage but the entire acceptance depends on our Malaysian people themselves. The media is just the medium to interpret a very good concept.

Management Training Program in America

I want to use this opportunity to discuss two things, both near and dear to my heart; The United States Marine Corps and Management. Throughout this paper I want to focus on how I think civilians can learn to be better managers by using what that corps has established over it†s illustrious 223 years as the â€Å"Best Management-Training Program in America† Inc. (Freedman). The United States Marine Corps manages using a principle I learned in this course: Decentralization! Let me break this down. I learned it quite simply as the rule of three. But before I define this, I will briefly explain to you a small portion of the Marine rank structure. A Corporal is the first rank that an enlisted Marine is considered a leader due to his/her rank (though all Marines are trained to lead). The Corporal is the first of the Marine Non-commissioned Officers (NCO†S), then in ascending order is the Sergeant, Staff Sergeant, Gunnery Sergeant, and so on. Now back to the rule of three. Each Marine has three responsibilities. In our organizational structure, a Corporal has a three-person fire team; a Sergeant has a squad of three fire teams; and a Staff Sergeant has a platoon of three squads; and so on, up to the Colonels and Generals. For the typical business, decentralizing and flattening organizational structure involves â€Å"gutting several layers of management, often leaving managers overwhelmed with as many as a dozen direct subordinates† (Freedman). In contrast, the Marine Corps has been able to push out authority but still maintain a â€Å"simple hierarchical structure designed to keep everyone†s job manageable† (Freedman). What at first glance may seem rigid or narrow, the many layers between the Private and Colonel lend opportunity for innovation. At the same time, even the lowest ranking Marine, the Private knows that he or she is expected to do whatever it takes to accomplish the mission. An organization (civilian) may want to look at this a little further. We must have established managers, but the notion of delegation of authority should be expanded in the civilian world. Well considered delegation of authority not only lifts some pressure off the titled manager, but also gives some well-deserved leadership satisfaction to an employee who may never have had the chance to be a â€Å"manager†. The success of the Marine Corps Management strategy is apparent in the vast numbers of ex-Marines who hold the Chief Executive Officer, President, Vice President, Chairman, and Manager positions at all levels in top. Although exact statistics were not available at this writing, the extraordinary number of ex-Marine managers has been documented. Dillon and Macht, in their article, â€Å"The few, the Proud, the CEOs: Former grunts on the Marine Corps way of doing business,† elucidate the transition from dress blues to business suit. Phillip Rooney, vice chairman of ServiceMaster Co. and countless other ex-Marines, there is no better preparation for running a business than the intense training of the U. S. Marine Corps. â€Å"Nothing can quite compare with Marine Corps training and combat service to stretch your leadership skills in bringing people together to accomplish a mission† (Dillon and Macht) Another ex-Marine cited in Dillon and Macht, Quaker Oats CEO Robert Morrison, strengthens the case for the Marine Corps brand of decentralized management. â€Å"There were clear parameters that were instilled in everybody†s mind, but in an actual battle situation, within those parameters, people had incredible freedom to act. † Morrison has found the Marines† principle of decentralization â€Å"tremendously important in business. Management can instill principles and guidelines, but you can†t do people†s jobs for them† (Morrison). The organizational structure, which allows for freedom to act, while demanding personal responsibility to meet organizational goals, seems to be a ready formula for success. â€Å"What ever you environment is, it will change. In business it will change fast. You can learn to make quick decisions without all the information; you†re tolerant of those who make mistakes but intolerant of those who can†t act fast† (Caulfield). One Chicago job placement company, Hire Quality Inc. , specializes in placing honorably discharged military personnel and embraces the Marines â€Å"rule of three. â€Å"I have a chief operating officer reporting to me, he has three people reporting to him, and so on down the line† (Caulfield). A closer inspection of Marine management structure reveals flexibility in a defined structure. Innovation that is spawned at one level may travel both up through higher ups and down through the ranks. The Marine Corps also takes advantage of innovation from the civilian sector, by training officers on Wall Street to get a lesson in how to make fast decisions based on information flowing in through banks on monitors. The combination of strong management and training with attention towards evolving methods and technologies buttresses organizational structure, both military and civilian. No one argues that the Marine Corps way is the only successful strategy for business. However, in many time tested examples Managing from the Corps has proven successful. Further exploration can only benefit those of us that will be managing the next millennium.

Acid Base Science Fair Project Ideas

Acid Base Science Fair Project Ideas Are you looking for a science fair idea involving acids, bases, or pH? Here are some ideas to get you started: Measure the amount of vitamin C (ascorbic acid) in orange juice (or another juice). Test to see how the amount of vitamin C changes after the juice is exposed to air (or light or heat).Simulate acid rain by adding an acid to water. You can use pH paper to test whether the acidity is changed after water runs through different types of soil or through plant root systems.Is the acidity of apples (malic acid) affected by their ripeness?See if you can make your own pH indicator from common plants or chemicals.Measure the pH of common acidic beverages (soft drinks, lemonade, orange juice, tomato juice, milk, etc.) and examine how easily they corrode metal (such as iron). Another idea: which is more corrosive? A salt solution or an acidic liquid?Do all brands of orange juice contain the same amount of ascorbic acid?Compare the effects of different acidic fruit juices and liquids (e.g., vinegar) at preventing apple browning.Which animals saliva has the lowest pH? You could test humans, dogs, cats, possibly other species. What is the effect of pH on growth or survivability of daphnia (an aquatic crustacean)? You could test other factors too, such as salinity or the presence of detergent in the water.How does the pH of the water affect tadpole development?Does acid rain (real or simulated) affect the number and type of organelles seen in algae under the microscope?Which is a better conductor of electricity, an acid or a base?Does the pH of water affect the growth or survivability of mosquito larvae?

Evolutionary Psychology - Evolution Definition

Evolutionary Psychology - Evolution Definition Evolutionary psychology is a relatively new scientific discipline that looks at how human nature has evolved over time as a series of built up psychological adaptations. Many evolutionary biologists and other scientists are still reluctant to recognize evolutionary psychology as a valid science. Much like Charles Darwins ideas about natural selection, evolutionary psychology focuses on how favorable adaptations of human nature are selected for over less favorable adaptations. In the scope of psychology, these adaptations could be in the form of emotions or problem-solving skills. Evolutionary psychology is related to both macroevolution in the sense that it looks at how the human species, especially the brain, has changed over time, and it is also rooted in the ideas attributed to microevolution. These microevolutionary topics include changes at the gene level of DNA. Attempting to link the discipline of psychology to the theory of evolution via biological evolution is the aim of evolutionary psychology. In particular, evolutionary psychologists study how the human brain has evolved. The different regions of the brain control different parts of human nature and the physiology of the body. Evolutionary psychologists believe that the brain evolved in response to solving very specific problems. The Six Core Principles of Evolutionary Psychology The discipline of Evolutionary Psychology was founded on six core principles that combine a traditional understanding of psychology along with evolutionary biology ideas of how the brain functions. These principles are as follows:​​ The human brains purpose is to process information, and in doing so, it produces responses to both external and internal stimuli.The human brain adapted and has undergone both natural and sexual selection.The parts of the human brain are specialized to solve problems that occurred over evolutionary time.Modern humans have brains that evolved after problems recurred time and time again over long periods of time.Most of the human brains functions are done unconsciously. Even problems that seem easy to solve take very intricate neural responses at an unconscious level.Many very specialized mechanisms make up the whole of human psychology. All of these mechanisms together create human nature. Areas of Evolutionary Psychology Research The theory of evolution lends itself to several areas where psychological adaptations must occur in order for species to develop. The first is basic survival skills like consciousness, responding to stimuli, learning, and motivation. Emotions and personality also fall into this category, although their evolution is much more complex than basic instinctual survival skills. The use of language is also linked as a survival skill on the evolutionary scale within psychology. Another major area of evolutionary psychology research is the propagation of the species or mating. Based on observations of other species in their natural environments, the evolutionary psychology of human mating tends to lean toward the idea that females are more selective in their partners than males. Since males are instinctively wired spread their seed to any available female, the male human brain has evolved to be less selective than that of the female. The last major area of evolutionary psychology research centers on human interaction with other humans. This large research area includes research into parenting, interactions within families and relations, interactions with people that are not related and the combination of similar ideas to establish a culture. Emotions and language greatly influence these interactions, as does geography. Interactions occur more frequently among people living in the same area, which eventually leads to the creation of a specific culture that evolves based on immigration and emigration in the area.

REFLECTIVE ESSAY

REFLECTIVE ESSAY A Reflective Essay is a type of academic writing that involves description of real life scene or imaginary scene. Reflective essay can also describe real and imaginative event, interactive dialogue, a flow of thought, idea, observation, past memory. A reflective writing can also have a poetic form. It can also describe specific feeling and emotion, real-life situation or incident with a certain accent to the personal perception how everything was or happened. If you are seeking professional reflective essay writing, we are able to help you. The major point to have in mind is that while writing your reflective essay instead of keeping your essay in strictly descriptive tone, you can add more of a personal point of perception. This means that you are reflecting on the certain experience both real and imaginary. Reveal additional learning aspects of the described situation. Conclude with newly obtained knowledge and wisdom that appeared to become of your personality after experiencing the described event. REFLECTIVE ESSAY Reflective essay is considered to be one of the easiest types of essays to write. This fact is connected with necessity to reflect on your personal feelings. The emphasis is on your own life experiences that can be discussed through various topics. You have ability to share your own findings and personal life results. Another important significance of reflective essay is your opportunity to explore your own insights regarding various topics. Reflective essay is often used a self-assessment possibility. From one reflective essay to another you can explore the difference and change that you have made as a person. It is your time to reflect on your personal beliefs and observations. You are also awaited to cite materials like journals, books, articles, etc. that had certain influence and serve as evidence of your changes in beliefs. The structure of reflective essay is built around particular ideas or topic reflections. The introduction must have all valid ideas that are supported with valid opinions or evidence through the essay body. The conclusion underlines or highlights topic basics and repeats main insights in short manner. The written style is followed by set instructions and can be APA, MLA, AMA, Chicago, Turabian, Vancouver, etc. Same follows with reflective essay layout, spacing, citations and overall style.

W3Q-Executing and implementing project portfolio management Assignment

W3Q-Executing and implementing project portfolio management - Assignment Example NDT-Solutions, a private sector company specializing in development and construction of facility for non-destructive testing laboratory, takes a conventional approach to project management mainly through assigning projects to departmental managers. This approach functional managers to act as project managers while performing their primary duties in parallel, a practice which was very common in 1960s (Kerzner 2010). A major reason for such an approach was the lack of appreciation for project management methodology and best practices as identified by Project Management Institute in PMBOK (2008). Thus projects in the company normally initiated within from the departments without considering their relevance to the organizational business strategy. Thus majority of the projects were a result of self-initiative even without support and consent of management. In addition, internal politics and individual interests barred projects and their outcomes to be visible to other departments unless materialized. Thus other departments who may have significant role in the project execution or may have been impacted by the project outcome were, in fact, alienated from the project. Every department struggled to portray its project as success while endeavoring to undermine the efforts made in other departments. This impacted the overall potential of the company to achieve synergy of its resources. The end result was duplication of projects, inefficient utilization of the resources and discouragement of any innovative ideas at the organizational level. Besides its drawbacks, the approach has advantages in terms of expanding experience in project management and improving the skills; however, lack of training and appreciation of a standardized project portfolio management approach would increase risk of inefficient resource utilization and duplication of efforts especially when the company is managing multiple projects. According to Kerzner (2010), â€Å"portfolio management is

Critical Review of Krochs Research Conducted among the Upper-Class Case Study

Critical Review of Krochs Research Conducted among the Upper-Class Community - Case Study Example Kroch asked the study participants to identify the study participants with the same characteristics under study (Kroch, 1996). Kroch studied the vowel sound pronunciation by following the methods proposed by LCV project to maintain comparison in his study. His research instruments were restrained between 150 and 250 central vowels. His study uses the first inventiveness frequency, and then applied the computerized linear predicate coding algorithm (Kroch, 1996). Labov’s research established the differences in the pronunciation of the vowel /oh/ and /eh/ of American in opposition to New Yorkers. The Americans are more likely to make use of the next variants of /oh/ and Italians are more prone to use the next variants of /eh/ than the other groups. In his interview, Labov states that the Irish derivation features are not up to standard. He further argues that the variation is insignificant and that European American classes communicate in more the same way using the applicable features (Kroch, 1996). Steady sociolinguistic variables have conventionally been identified as individuals that indicated that, no age discrepancy in the approach pattern of language occurrence in the society. There are very few research studies conducted in all the societies concerning any sociolinguistic variables. Though studies of language, removal and gerund form have revealed that young youths tend to repeat the chances of the language differences, and problems recognized in the language structures of their own parents (Labov 1989). This research gives these illustrations, although it directs them in the way of constant dissimilarity for the language users over a given phase of time.  

Athenian democratic system Essay Example | Topics and Well Written Essays - 1000 words

Athenian democratic system - Essay Example In the 5th century, BC Athens experimented direct democracy, this type of democracy system has two preconditions, a small community that is capable of attending debates and voting on issues, secondly, the economy of the community must give its citizens leisure to engage in politics and this type of democracy has rarely been attempted anywhere. The population of Athens conducted a census on the number of slaves and metrics, during the 4th century BC, the population of Athens comprised of some 300,000 people and city families amounted to 100,000 people 30,000 were male citizens, this increased in the 5th century BC which comprised of as high as 60,000 of male citizens. This is not in line with the preconditions for the set system of democracy that require a small community. In the 5th century, there were no limits on the power exercised by the assembly, if the assembly broke the law the only thing that would happen is to punish those who had agreed to the proposal. In the voting exerci se in this century voting required that one be physically present and voting was usually by show of hand, and due to a large number of people attending the people were divided into Quorum of 6000 people and given colored balls, this would increase irregularities in the voting process.In the same century, 10 fixed assemblies were introduced per year but later more meetings that were not fixed were introduced, political trials were introduced which were conducted in assemblies rather than in court.... In the voting exercise in this century voting required that one be physically present and voting was usually by show of hand, and due to the large umber of people attending the people were divided into Quorum of 6000 people and given colored balls, this would increase irregularities in the voting process. In the same century 10 fixed assemblies were introduced per year but later more meetings that were not fixed were introduced, political trials were introduced which were conducted in assemblies rather than in court. Attendance into assemblies was allowing only the first 6000 people to arrive and they had to pay. There was also the introduction of the law that excluded citizens who had property close to the city wall on the basis that they had influences on the outcomes of debates; this was because the practice of an invading army was at this time. This is evident in the attempt to name those who were did not participate in politics as 'idiots' meaning a person who is not interested in politics. In 406 BC an invasion of Sicily was carried out and although they won a group of generals refused to collect survivors, they were tried and sentenced together instead of one by one; they repented later and made up this by executing those who had executed the generals. Two coups interrupted the democratic rule and they are named by numbers in control and this was the four hundred in 411BC and the thirty in 404 BC. The new democracy established in 403 BC was less capable of rapid response to issues; the new democratic system involved responsibility was shifting from the assembly to the court, law being made by jurors and the decisions of

Medical Admission Essay Example | Topics and Well Written Essays - 1000 words

Medical Admission - Essay Example I was feeling very embarrassed because it took me the longest to scrub into surgery, so I decided that I needed to leave the surgery first to get a head start preparing for the next surgery. In addition, I wanted to grab a cup of coffee to help wake me up. I was still wearing the surgical hat and smock as I passed through the double doors of the entrance of the surgical wing. While I was passing through the doors, an older man approached me and asked if Catalina was okay. He had the look of worry and fear in his eyes. I did not know what to say because I was not a doctor. Before I could say anything, the rest of his family members, who were sitting on the chairs lining the hallway, got up and approached me. All of them with the same look of fear and concern asked me questions about Catalina. I was not sure if I should say anything, but I felt the need to say something to comfort them during what must have been the longest hour of their lives. I told them the operation went well and C atalina was going to be just fine. Their eyes and faces immediately became full of joy and happiness. They hugged me, thanked me, and the mother and grandmother even kissed me. That moment motivated me to become a physician. I had never felt anything like that before. It was at that moment when I made the final decision to serve the mankind by becoming a doctor. A month before traveling to South America to shadow my uncle for the summer, I had been volunteering at a hospital next to campus for about a year.  

PAPER ON HUMANS AND ANDROIDs based on books I SING THE BODY ELECTRIC Essay

PAPER ON HUMANS AND ANDROIDs based on books I SING THE BODY ELECTRIC and movie THE ELECTRIC GRANDMOTHER - Essay Example Terror Management Theory that is built mostly from the notions of Ernest Becker begins with the idea that humans, as opposed to other creatures, face something that is possibly terrifying: the attention of our own death rate in addition to the desire to stay alive. In the words of Terror Management Theory co-creator Sheldon Solomon, the attention that you are intended to wither away to nothingness, and in turn are no more significant than a reptile or a spud, is not particularly impressive to anyone. So how do individuals deal with this awareness? From a Terror Management Theory strategy, individuals deal with death rate by doubting their own death rate, and preventing considering it. They hold back the terror, generally (for example, loss of lifestyle ideas enhance a prevention inspiration, lead individuals to embellish the potential length of their lifestyle and death ideas lower after individuals are advised of death). But, this strategy certainly is not able to a degree. We know we will die, no matter how much we try and avoid considering it. So, individuals developed social signs of significance and value that offer a sense of significance and significance, and eventually, growing old, when individuals stay up to and maintain the factors of these values (hence the human need for self-esteem), as a means of dealing with their own loss of lifestyle. This immortality can either be representational, such as by splitting information or causing worldviews and categories that continue beyond a persons loss of lifestyle, or actual, as in perception in lifestyle after death. In ‘Electric Grandmother’, a mother is replaced by an android in order for them to stay with the father and not be taken away. We find that they find an advertisement for Facsimiles’ Unlimited, a company who proclaims "I Sing the Body Electric," which is a robotic grandmother who will provide care and love to families. This is initially is just to take care

Developing a better understanding of film-making and remakes Essay

Developing a better understanding of film-making and remakes - Essay Example It shall discuss the idea of remaking flexibly, choosing to deal with cross-cultural remaking, including substantial elements of film-making. Issues of production, text, reception, and cultural translations shall be considered in this paper. This paper is being undertaken in order to develop a better understanding of film-making and its processes, including its interpretations of materials into various genres, languages, cultures, and conceptualizations. This paper shall first provide a brief comparative summary of both films, and then provide a deeper assessment of the film-making remaking concepts seen and applied in the movies. It shall end its discussion by summarizing and concluding the relevant elements of this analysis. Body Ringu After teenagers watch a tape which is rumoured to be cursed, the teenagers soon die one after another through mysterious circumstances, most common of which is fright. One of these teenagers is the niece of Reiko, an investigative reporter who was th en prompted to investigate the story of a mysterious tape which is reportedly killing off anyone who watches it. During her investigation, she discovers that the face of teenagers who have watched the tape have been distorted somewhat. A cabin in the woods is also pictured in the pictures. Reiko proceeds to the cabin and ends up watching the tape herself. Soon after watching , she receives a phone call telling her that she would die in a week. She then seeks the help of her ex-husband Ryuji who also proceeds to watch the video. Her son finds the tape and watches it as well. A copy of the tape was made for them to study. They find a hidden message on the film which leads them to the Izu Oshima Island where they find out that Sadako, who is allegedly committing the murders, was killed by her father. Thinking of appeasing Sadako, they find her watery grave and try to free her vengeful spirit. However Sadako is still very much vengeful and, after tangling with Reiko, falls back into the well. When nothing happens to Reiko, they assume that the curse is broken. This proved to be wrong when the following day, Ryuji is killed by Sadako. Reiko soon finds out that since she made a copy of the film and let her ex-husband watch the movie, she broke the curse for herself. But the curse on her husband was not broken and caused his death. In order to prevent the death of her son, she makes a copy of the movie to pass on. The movie ends then, implying that the cycle, very much like a ring would never end. The Ring In the American version, the story more or less follows the Japanese plot. Minor differences are seen with the characters primarily being American, Rachel matching Reiko’s character; Aidan being Rachel’s son, and Noah, being Rachel’s ex-boyfriend as opposed to ex-husband. Understandably, since the movie is an American interpretation, the island where the images in the cursed film were seen is known as Moesko Island. Sadako’s American cou nterpart is known as Samara. Analysis In general, the remake primarily proceeded as an Americanization of the Japanese version, from the characters, names, settings, and naturally, the language. On a deeper context, there are other elements of the remaking process which impacted on the movie’s translation and interpretation. There are three important and applicable terms in assessing remakes, and these

PAPER ON HUMANS AND ANDROIDs based on books I SING THE BODY ELECTRIC Essay

PAPER ON HUMANS AND ANDROIDs based on books I SING THE BODY ELECTRIC and movie THE ELECTRIC GRANDMOTHER - Essay Example Terror Management Theory that is built mostly from the notions of Ernest Becker begins with the idea that humans, as opposed to other creatures, face something that is possibly terrifying: the attention of our own death rate in addition to the desire to stay alive. In the words of Terror Management Theory co-creator Sheldon Solomon, the attention that you are intended to wither away to nothingness, and in turn are no more significant than a reptile or a spud, is not particularly impressive to anyone. So how do individuals deal with this awareness? From a Terror Management Theory strategy, individuals deal with death rate by doubting their own death rate, and preventing considering it. They hold back the terror, generally (for example, loss of lifestyle ideas enhance a prevention inspiration, lead individuals to embellish the potential length of their lifestyle and death ideas lower after individuals are advised of death). But, this strategy certainly is not able to a degree. We know we will die, no matter how much we try and avoid considering it. So, individuals developed social signs of significance and value that offer a sense of significance and significance, and eventually, growing old, when individuals stay up to and maintain the factors of these values (hence the human need for self-esteem), as a means of dealing with their own loss of lifestyle. This immortality can either be representational, such as by splitting information or causing worldviews and categories that continue beyond a persons loss of lifestyle, or actual, as in perception in lifestyle after death. In ‘Electric Grandmother’, a mother is replaced by an android in order for them to stay with the father and not be taken away. We find that they find an advertisement for Facsimiles’ Unlimited, a company who proclaims "I Sing the Body Electric," which is a robotic grandmother who will provide care and love to families. This is initially is just to take care

Consumer Behaviour Analysis Essay Example for Free

Consumer Behaviour Analysis Essay In this competitive market, high quality of products may not be sufficient for companies to gain competitive edges in market (Palmer, 2004). In addition, according to Moutinho et al (1996), it seems that the nature of marketing is to satisfy the needs and requirements of consumers rather than product oriented. Thus, consumers play a prominent role in market as contemporary marketing is customer-oriented. However, it should be noticed that consumer behaviour is unstable because psychological factors have impacts on consumer behaviour. Moreover, Evans et al (2006) indicate that social factors also affect consumer behaviour. Although many companies have drawn attention to the status of consumers in market, they lack of the knowledge of consumer behaviour and guidelines to analysis their consumers. Therefore, the study of consumer behavior is necessary for helping companies clearly understand consumer behaviour. The purpose of this paper is to observe the effects of consumer behavior on established and new companies. Factors affecting consumer behavior will first be presented. The discussion of consumer behaviour’s effect on two types of companies will then be displayed, with a focus on brand loyalty, dynamic demands, and online shopping channels. Furthermore, for future development, effective approaches will be given to reduce the negative effects of customer behavior. Indeed, this paper briefly discusses some main effects of consumer behaviour on established and new companies, and it aims to help companies clearly understand consumer behaviour and further development. 1. Consumer Behaviour 1.1 Psychological influences A company has spent amounts of time developing a new product; however, after the company launches the product to markets, it could realize its efforts is wasted because customers reject its product in a few minutes. The reason is the company fails or neglects to analyze the psychological factors of consumers. Understanding psychological factors is essential for designing and publicizing a product, as these factors tend to influence consumer behaviour. According to Hollensen (2003:122), psychological factors include: â€Å"needs, perception, memory, and attitude†. With regards to the needs of consumers, marketers often distinguish the needs by using Maslow’s famous classification (1970). The classification divides the needs of people into five grades based on hierarchy. The higher level needs cannot be realized unless lower level needs are satisfied. For example, most African countries suffer from starvation. If a marketer sells luxury goods to African consumers, the marketer tends to fail because the marketer cannot understand what African people urgently need. Baker (2006:204) says â€Å"Sensation occurs when a sense organ receives a stimulus, while perception is the interpretation of that stimulus†. From the marketer’s viewpoint, it is essential to attract attention of consumers, and consumers can respond the way marketers intend to. For example, if a marketer chooses red colour to package products, the consumer likes all commodities with red packaging by chance; then, perception arises as this packaging draws the consumer attention. In terms of memory, when consumers make decision among kinds of brands, they prefer to select the brand that they remember. Hollensen (2003) observes consumers store information that is frequently seen or heard. Therefore, marketers try their best to publicize their brand name as much as possible with a view to making consumers remember their brand name when consumers select a product. Attitude can be described as consumers have positive and negative feelings when they see a object that can be a brand, an action, or a person. For this reason, marketers formulate marketing strategy based on using the knowledge of consume attitude in order to associate with consumer’s tastes and preferences. This subsection focuses on psychological factors that influence consumer behavior. In the latter subsection, it concerns social factors that would influence consumer behaviour. 1.2 Social influences Baker (2006) points out that social influences can be divided into three categories including culture, social class, and life-style. In terms of culture, Bennett and Kassarjian (1972) define culture as a consecutive form that can be passed on from one generation to another mainly including habits, beliefs, values, and attitudes. However, culture tends to be relatively unstable, and it is in the process of changing and inducing new ideas because of environmental change and technological change. In addition, Evans et al (2006) note that marketing is a contributory factor in changing of culture. For example, in China, before fast food restaurants of McDonald opened, Chinese people prefer to eat their own food such as porridge, rice, and noodles; nevertheless, after the US lifestyle has transmitted to China through McDonald, the eating habits of Chinese has changed as most of them, especially the young people, would choose hamburgers or chips instead of rice and noodles. With regard to social classes, this classes are groups who have similar characteristics usually including education, income, occupation, and social status (Baker, 2006). Consumers’ behaviour tends to be influenced by the values of social classes, when consumers are divided into one of social classes (Palmer, 2004). In general, social classes consist of three groups including upper class, middle class, and lower class. For example, if individuals identify with the â€Å"upper class†, they prefer to purchase products that differ from universal goods such as luxury necklaces, and advanced cars. Another aspect of social influences is lifestyle that is a way of living of people or families. For example, how people plan leisure time, which interesting products people prefer to purchase. In consumption activities, through analyzing people’s lifestyles, marketers probably know which groups of people tend to be their targets, hence they can design a suitable marketing mix for their targets. 1.3 The buying decision process The above paragraphs introduce influential factors that affect consumers’ decision making. For better understanding consumer behaviour, the process of buying decision is divided into five steps (Hollensen, 2003). The first step tends to be problem identification. According to Hollensen (2003), the differences between current situation and desired situation motivate consumers to seek and purchase products that probably bring satisfaction in order to balance the current condition with the desire. The second step is information search. Consumers gain information from past experiences and long memories stored in mind. In addition, Hollensen (2003) states that memory seeks information from three sources including personal sources, commercial sources, and public sources. The commercial sources are information disseminated by marketers and dealers. Thus, marketers tend to take use of this source in order to make consumer remember and store their brand name in long memory. The third step is evaluation of alternative. In this step, Hollensen (2003) points out that consumers tend to evaluate products from four attributes including cost attributes, performance attributes, social attributes, and availability attributes. Fourthly, Palmer (2004) points out that the purchase decision is made by DMU (Decision Making Unit). This DMU consists of influencers, gatekeepers, buyers, users, and decision makers. Finally, the post-purchase evaluation stage tends to result in satisfaction and dissatisfaction. Also, in this stage, Palmer (2004) states that consumers tend to develop brand loyalty if they obtain satisfaction about their decision-making. Thus, marketers play an active role in developing customer’s brand loyalty. For example, marketers can provide all-weather after-sales services for customers with a view to assure later usage with satisfaction. 2. The Effects of Three Forms of Consumer Behaviour on Established and New Companies 2.1 Brand loyalty It seems that attitudes of consumers tend to build customer loyalty on the certain brand. Evans et al (2006) seem to support this view and point out that consumers’ attitude of one product is significantly different from their attitude of another product, and this attitude can contribute towards loyalty. Indeed, brand loyalty is a competitive marketing strategy for companies especially for established companies. According to Evans et al (2006), loyalty can result in a great number of advantages such as reduction in marketing budgets, expanding market share, and extension of existing brands. For example, in the UK, Tesco is an outstanding retailer. Relying on the success in the UK, Tesco not only extents its career from the retailer to the food manufacture and the clothing manufacture, but also expands its market to China, Korea, and also Thailand. Reichheld (1996) also reports that the longer time a customer is loyal to a company, the much more benefits the company obtains as consumers tend to purchase more products in that company. Furthermore, customers tend to neglect prices of the product in certain industries, so companies can double their profits. For example, the advent of Apple products has attracted many customers to purchase, and many customers has built their brand loyalty to Apple products no matter how high prices Apple products set. However, the brand loyalty of consumers tends not to be advantageous for new companies. Firstly, the new company should pay a considerable fund of marketing costs to publicize its product and brand name. Secondly, established companies already occupy large amounts of market share. Boush and Jones (2006) note that there are few appropriate positions for later entrants. Thus, it tends to be difficult to attract customers that have brand loyalty to a certain brand from competitors. For example, In spite of the fact that Carrefour is famous for its low price and high quality products, it exited from the South Korea eventually because it is a new company for Korea, failed to seize consumers from competitors. 2.2 Dynamic demands In terms of the dynamic demands of consumers, companies need update their products or services constantly because of the change of consumer demands, although Boush and Jones (2006) indicate that established companies already occupy large amounts of market share. Palmer (2004) proposes that established companies should reposition or extension their brand based on their growing strengths in order to meet the changeable needs of targets. From established companies aspects, Murphy (1998) argues that the extension of brand will has risks on diluting the existing brand. Then, Murphy (1998) provides a related example of Cadbury, a chocolate manufacture in Britain. The managers of Cadbury extended the Cadbury name to embrace non-chocolate products to attract new consumers with a view to reducing investments on developing a new brand such as mashed potatoes, dried milk, and beverages. Over the years, the managers of Cadbury realized this action not only diluted Cadbury’s reputation but also weakened its power in the chocolate area (ibid). Moreover, Andrew (1998) also observes that chances are limited to extent brands if the brand maintains its current product attributes. However, from new companies aspects, dynamic demands of consumers create opportunities for them. Joel and Michael (2010) cite a supporting example that Apple’s success due to the change in the mobile phone industry. Moreover, Hartman and Beck-Dudley (1999) provide empirical evidence to support that dynamic demands create opportunities for new companies. With the improvement of environmental awareness, current customers tend to purchase ecofriendly goods that have no detrimental effects on environment. The CEO of the body shop, Anita Roddick, realized this demand of consumers; therefore, in 1976, the first body shop opened and launched its brand with minimal package, natural products that have not been tested on animals. Based on these initiatives, the body shop became most successful company and remained one of the global brands till today in cosmetic industry (ibid). 2.3 New shopping channel: online With the rise of online shopping, internet has become a popular shopping platform. Today, shopping online tend to be a major shopping channel, compared with traditional shopping channel such as stores or shopping Hall. From established and new companies aspects, this condition has positive effects on them. Palmer (2004) gives supporting ideas that online marketing is not only less expensive to use, but also less time to communicate with consumersï ¼Å'compared with traditional marketing such as face-to-face marketing, and personal selling. The Oxford Associations astutely observes, that most companies receive over 50% reduction in transaction costs through the internet (ibid). Furthermore, internet help marketers improve conservation rate, and update rapidly after reviewing consumers’ feedback such as respond to demand change (ibid). Moreover, Baker (2006) seems to support this view and points out that online marketing can collect different requirements about products, and marketers can use these data to make customization for consumers. However, not only established companies, but also new companies should notice that the internet is not as a perfect platform for marketing. Palmer (2004) argues that challenges for companies are how to attract consumers when they face information overload because Millen (1994:303) reports that â€Å"individuals can process about seven chunks of information† at most. Chang and Wildt (1996) also indicate that price is becoming an important factor to choose products when consumer face large amounts of information. Thus, companies tend to use low-price strategy with a view to attracting consumers’ attention. The results of using this strategy lead to slight profit and enter in a vicious competition. Palmer (2004) also provides a related argument that the security of financial transaction and private information of consumers should be taken into consideration. Many consumers resist shopping online because they tend to have concerns over the safety of their transaction and private information. Thus, companies will probably lose these potential consumers. Additionally, Palmer (2004) also argues that consumers tend to lose confident to shopping online because they are unable to fell goods physically before purchase. For example, when shopping onlineï ¼Å'one consumer is attracted by a product with light red packaging; nevertheless, after receiving the product, the consumer is frustrating about the product because the colour is not same as showing online. After this shopping experience, this consumer tends not to purchase products in that brand. Thus, it seems that the company tend to lose this potential consumer because of the terrible experience by chance. This subsection discusses the effect of three forms of consumer behaviour on established and new companies. In the following subsection, the paper will focus on the future development of both types of companies. 3. Future Development Consumer behavior has become an essential factor to influence marketing strategies. To a certain extent, companies can derive benefits from consumer behaviour; however, it should be noticed that consumer behavior also tend to threaten companies. Thus, companies should adopt effective measures to avoid negative effects of consumer behavior with a view to future development. 3.1 Aspects of brand loyalty In terms of brand loyalty, new companies occupy an inferior position, compared with established companies. However, they can take advantage of marketing strategies to reserve this position. Firstly, they can fluctuate brand loyalty of consumers through changing consumers’ attitude because loyalty builds on the basis of attitudes. Evans, et al (2006:76) state, â€Å"Attitudes are essentially stable structures and are not easily modified†. However, Hovland and Weiss (1951) argue that attitude can be changed if consumers believe what experts say, as expert effects or star effects. For example, if Ming Yao, who is a popular basketball player in the world especially in China, endorse a nutrition brand, his opinion tends to be a strongly persuasive force that can change consumer attitude and make consumers establish a trust relationship with the brand. Moreover, if consumers are loyal to a certain brand, it shows that they are satisfied with it, and this brand loyalty is not easy to change. Thus, Murphy (1998) proposes that brand differentiation strategy is significant for new companies in terms of brand loyalty. Finally, low-price strategy plays a significant role in entering market for new companies, because Chang and Wildt (1996) indicate that price is one of important factors for consumers to choose product. After successfully attract consumers through low-price strategy, new companies can use other marketing mix such as promotion, and packaging to cultivate customer loyalty. However, With regard to price, it should be noticed that there should be a correspondence between the prices of a product and positioning. 3.2 Aspects of dynamic demands With regard to dynamic demands of consumers, established companies face a complex and multifaceted problem of reposition or extension with a view to retaining loyal customers and attracting new customers. Firstly, Andrew (1998) states that the core value of a brand is a significant basis for reposition or extension a brand. It seems that the reposition or extension of a brand tends to pose risks on diluting the existing brand if the company ignore the core value of the brand. The company of Cadbury mentioned in the second section is a good example. Furthermore, â€Å"the message/offering should be perceived and understood in the intended way† (Evans et al, 1996:51) by consumers. Thus, it is essential to communicating with current and potential customers when companies need reposition or extension of their brands. Finally, Gerstman (1998) indicates that packaging is an excellent starting point for established companies wishing to reposition or ext ension of their brands. 3.3 Aspects of online shopping channel With regards to disadvantages of shopping online, firstly, not only established companies, but also new companies should strengthen the security of finance transaction and privacy information and use of third-party platform of payment transaction that can improve the safety of online shopping such as paypal, alertpay in order to make consumers believe that their information is security when they shopping online. Secondly, in terms of information overload, Palmer (2004:513) proposes â€Å"Getting a high ranking in search engines has become a critical skill†. Finally, it seems that no practical approach tend to solve the problem that consumers cannot examine goods physically before purchase. However, the company can take pre-action in order to reduce dissatisfaction. For example, free samples can provide for potential customers to attempt. Conclusion Understanding consumer behavior is not only a necessary in the stage of attracting consumers, but also a process of sustainable development for companies. This paper supports consumer behavior having a significant effect on established and new companies, and this paper has presented three forms of consumer behavior. These included brand loyalty, dynamic demands, and online shopping channel. The discussion of consumer behaviour’ effects on two types companies have been highlighted. Moreover, factors affecting consumer behaviour are mentioned, including psychological factors, social factors, and buying process. Similarly, for future development, effective approaches have also been given in terms of aspects of brand loyalty, aspects of dynamic demands, and aspects of online shopping channel. In discussing effects of consumer behavior on companies, it may be concluded that established companies occupy dominant position in terms of brand loyalty, compared with new companies; from dynamic demands perspective, new companies reverse the inferior position, and get opportunities to develop and attract consumers from competitors; with regard to online shopping channel, established and new companies face same opportunities and threats. The future role of consumer behaviour has also been taken into consideration, based on research by Evans, et al (1996), and this suggests that consumer behaviour has become a basis to analysis market issues or future trend in market. It should be noted that this paper briefly discussed some effects of consumer behavior on companies and other effects is beyond of this paper and further work could be done in this area. This paper would be of particular interest to those companies who face a problem about consumer behavior.