Gender Role Effects in “The Yellow Wallpaper” Essay

Charlotte Perkins Gilman was a feminist writer who wrote â€Å"The Yellow Wallpaper† in the 1890’s. During this time period the woman were expected to keep the house clean, care for their children, and listen to their husbands. The men were expected to work a job and be the head of a household. The story narrates a woman’s severe depression which she thinks is linked to the yellow wallpaper. Charlotte Gilman experienced depression in her life and it inspired her to write â€Å"The Yellow Wallpaper.† The short story is based on a woman, not given a name in the text, who is very dependent on her husband. The narrator plays a gender role that is degraded by her successful husband, who is a doctor, because she is a female. John ignores his wife’s accusations with the wallpaper and looks down on the fact that she cannot fulfill her duty as a woman, mother, or wife by treating and calling her childish names. Throughout the whole story the narrator is trying to tell her husband that she gets a weird vibe from the house and that the yellow wallpaper is driving her insane in the bedroom she stays in. The narrator states, â€Å"That spoils my ghostliness, I am afraid, but I don’t care- there is something strange about the house- I can feel it† (677). John ignores this and it angers her. Critic Davison writes, â€Å"With regard to her case, the narrator confides, â€Å"John does not know how much I really suffer. He knows there is no reason to suffer, and that satisfies him† (56). John tells her that she has a temporary nervous depression and a slight hysterical tendency. He says that she just needs rest, and she will be fine. She feels she cannot do anything about it because he is not only a doctor but her husband, so she just goes on with the days living in the mansion. As a female she is supposed to respect the man of the house and have little say so. Gilman writes, â€Å"My brother is also a physician, and also of high standing, and he says the same thing† (677). With two of her family members telling her this she feels like an unsuccessful woman. She feels as if John is turning her whole family against her and her emotions. John never listens to anything his wife has to say to him. This is an example of how women feel their opinion or voice never mattered in the 1890’s. The wife goes into great detail describing the wallpaper as if someone was really seeing it in their mind as they read the story. The paint and paper look as if a boy’s school had used it. It is stripped off- the paper- in great patches all around the head of my bed, about as far as I can reach, and in a great place on the other side of the room low down. I never saw a worse paper in my life. One of those sprawling, flamboyant patterns committing every artistic sin. It is dull enough to confuse the eye in following, pronounced enough to constantly irritate and provoke study, and when you follow the lame uncertain curves for a little distance they suddenly commit suicide- plunge off at outrageous angles, destroy themselves in unheard-of contradictions. The color is repellent, almost revolting: a smouldering unclean yellow, strangely faded by the slow-turning sunlight. It is a dull yet lurid orange in some places, a sickly sulphur tint in others (678). This description of the wallpaper obviously shows that there is something wrong with her mentally. It also shows the reader how she really feels about it and how it is affecting her, making her go insane. The narrator states, â€Å"It is stripped off- the paper- in great patches all around the head of my bed† (678). This can imply how she feels about her husband and family. They are always telling her nothing is wrong and ignore any thoughts she may have. Maybe she is tired of getting stripped down in a negative way from them such as; being ignored, treated like a child, and being locked up in the bedroom. She states, â€Å"The paper is dull enough to confuse the eye† (678). This description could imply that no one sees the paper the way she does. John might not see the crawling women because he does not have to stare at it all day every day. The description shows the emotions and describes the way the wife really feels about her condition. She uses language such as constantly irritates and provokes study, the uncertain curves commit suicide, it plunges off at outrageous angles, and destroys themselves in unheard- of contradictions suggests that she has dark thoughts of suicide or death (678). The wife’s description of the wallpaper and room which it is in makes it seem like she lives the life of a prisoner unable to escape the yellow wallpaper. The criticism of Wang states, â€Å"The narrator lives a life like a prisoner who is being gazed and observed all the time† (53). The observers of the narrator are her husband and her nurse. This quote implies that she is literally locked up all day in one room suffering from more depression as the days move forward. Another way John puts his wife down as a female is calling her names and acting like she is a baby. John states, â€Å"What is it, little girl?† (682). It is significant that he would call her that because she is his wife and they have a little child together. Gilman writes, â€Å"Then he took me in his arms and called me a blessed little goose, and said he would go down to the cellar, if I wished, and have it whitewashed into the bargain† (679). He acts as if he is controlling of her being her father in a way instead of a husband. He read to her until she got tired and that is what a father would do for his child. The adjective little also adds power to the quote because it suggests that she has no say- so as if she was his child. These words John calls her makes her refer back to her childhood. She was frightened from her childhood and this could add more agitation to her mental sickness. This is ironic because Gilman writes, â€Å"It was a nursery first, and then playroom and gymnasium, I should judge, for the windows are barred for little children, and there are rings and things in the walls† (678). All these things imply that she is stuck in a childhood state that she cannot escape to be the wife and mother she wishes to be. The narrator is not mentally able to fulfill the duties a mother was expected to do in the 1890’s. She is unable to watch and take care of her child as a mother. The wife states, â€Å"It is fortunate Mary is so good with the baby†¦Such a dear baby!† (678). Mary is a housekeeper/nurse who watches her and takes care of her child. The narrator states, â€Å"And yet I cannot be with him, it makes me so nervous† (678). This makes her feel as if she failed her role as a female because she was not able to perform the most common trait known to a woman. She is also not able to clean, cook, and keep the house up as a woman is supposed to do. She has to get Mary to do all of this for her. This could be another reason that makes her think something is really wrong with her. She is John’s wife but the things he calls her implies that she is not completing the role of a wife; therefore John treats her like a child. â€Å"They Yellow Wallpaper† is a confusing story with a horror vibe to it. Being a female, the wife feels that she is unable to escape the name calling, the portrayal of a child, and her husband. Her biggest problem is not being able to get away from the wallpaper that causes her great depression. John claims there is nothing wrong with her throughout the whole story because she has no symptoms of any sickness. Her family members even tell her that nothing is wrong and she feels that she cannot do anything for herself. The Yellow Wallpaper is an object the narrator does not escape causing her to go insane, be depressed, and fail at the role of a female during the 1890’s. Charlotte Gilman definitely leaves the reader stumped in the interpretation of the story. Works Cited Davison, Carol M. â€Å"Haunted House/Haunted Heroine: Female Gothic Closets In ‘The Yellow Wallpaper.’† Women’s Studies 33.1 (2004): 47-75. Academic Search Complete. Web. 20 Apr. 2012. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=3b761a93-ab69-4cb3-9112-2a84a30f9e2f%40sessionmgr4&vid=4&hid=21 Gilman, Charlotte P. â€Å"The Yellow Wallpaper.† Exploring Literature. Ed. Frank Madden. New York: Pearson, 2009. 676-87. Print. Wang, Lin-lin. â€Å"Freed Or Destroyed:–A Study On ‘The Yellow Wallpaper’ From The Perspective Of Foucauldian Panopticism.† US-China Foreign Language 5.3 (2007): 52-57. Academic Search Complete. Web. 20 Apr. 2012. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&hid=21&sid=3b761a93-ab69-4cb3-9112-2a84a30f9e2f%40sessionmgr4

Fraud: Ultro and Enormo

The implication of this illegal act committed by Ultras management is committing fraud, so they are ultimately responsible for what happened. They sold automobiles that were fully depreciated on Ultras books to employees to generate an additional $50,000 in foreign currency which is illegal all with in itself.They also knew the Caribbean country in which they were operating out of has strict laws governing the ranchers of funds to other countries, but an employee still went out of his/her way to smuggle $50,000 of foreign currency out of the Caribbean country so it could be deposited in one of Enormous bank accounts. Management did nothing to stop this employee from smuggling the money out of the country and most likely sanction the action. Enormous and Ultras management does not seem to care about these illegal actions and does not want to take any measures to resolve these Issues In the future, even though they are fully responsible.B. ) If the CPA firm suspects that Enormous manag ement is Involved In noncompliance (which they are), they should communicate the matter to the next level of authority in the organization. If Enormous next level authority is not cooperating, the firm should obtain their own legal advice from outside of Enormous legal team. Since they have already committed fraud once with this illegal action, the CPA firm should take a deeper look Into Enormous financial records to see If these types of Illegal transactions eave happened In years past.C. ) I personally would report the Illegal act because It would be unethical not to even though It Is a small amount of money. Not only Is my reputation at stake, but so Is the reputation of my entire CPA firm. If I were to Ill about one companies financial records, I would be Jeopardizing any future business with other clients If I were to get caught. It Is always better to report everything you find In an audit so nothing comes back to negatively Impact you and your firm.

Mexican American Journal Entry Essay

It has been 11 years since we have arrived to Los Angeles, California. I can still remember the feeling of when my father had said to us that he we would be moving to a far place to try to find better jobs for my mother and him because with the two jobs my father had and the washing and ironing of other peoples clothes my mom did was not bringing enough money to support my sisters and me and did they wanted to provide a better life for my sisters and me. Mexico was such a poor country that my parents could not see themselves make enough money to support my sisters and me, let alone see us get a better education. So my parents decide to migrate to the United States with one of my mother’s brother. We arrived in Los Angeles, California on July 16, 1931, with my Aunt Julia and Uncle Fernando. My family and I were so happy to finally arrive to the U. S. to live the â€Å"American Dream. † Soon we would find out that our dreams would come crushing down fast. After settling down, my mother decided it was time to enroll my sisters and me into school. My mother asked my Aunt Julia and Uncle Fernando what my sisters and I need to enroll into school but since my aunt and uncle did not have any children, they were unable to tell my parents the information we would need. As my mother, my sisters and I walked into the school we could notice all the â€Å"gringos† looking at us in a weird way (looking at us like we did not belong there). My mother can right away tell that there was something wrong that we would not be accepted into that school. My mom was correct, as we entered the office the school secretary told my mother that we were not welcomed there and that if she wanted to enroll us into school it needed to be in a segregated Mexican school. Walking out of the school with confusion on her face, my mother saw an elderly Mexican American woman who spoke Spanish and asked her if she knew the reason we were not accepted into the school. The woman proceeded to explain to my mother that in the past few years many Mexicans were migrating to the U. S forced by the economic and political disorder produced by the Mexican Revolution and were tempted by jobs in U. S. agribusiness and industry that many Americans feared losing their jobs to underpaid illegal immigrants. Americans could not deal with losing the jobs they had especially during this time of the Great Depression. The elderly woman proceeded to explain to my mother that Mexicans were not welcomed to California or other parts of the country, that Mexicans were discriminated against and that we only had to go to schools that were for Mexicans only, that the only language we could speak in the schools regardless if they were for Mexicans only was English. She read my mother some signs that said, â€Å"NO MEXICANS ALLOWED. † She continued to tell my mother which neighborhoods we could not enter and which we could. If we saw signs like the ones she read for us, then we should be aware that we were not wanted there. After finding an all Mexican school for my sisters and me, my parents thought the hard part was over. I would here them talking in their bed room that as long as they did not bother the â€Å"gringos† or got in there way we would not have anything to worry about but they were wrong. Shortly after being able to find jobs for themselves, I began to see my parents worried and listening to their radios all the time. They had just found out that Mexicans were being deported back to Mexico regardless of their legal status. The news stated that tens of thousands of Mexican families were arrested and sent to jail for 10 days before they were sent to Mexico by train, because of an anti-immigrant campaign that the Americans had done. Those families were not given a chance to proof if any family members were U. S citizens. Families were not given the chance to take anything with them. The news also began announcing free trains rides back to Mexico for Mexican American and Mexicans who wished to voluntarily be taken back to Mexico. I can remember seeing my mother cry because she said she did not want to return to Mexico and live in the horrible conditions we were living in before. She begged my father to do something so we did not have to return to Mexico. One day my father came home telling my mother that he had heard of migrant work camps established by the U. S. Farm Security Administration, or FSA and that they had a possibility of getting jobs there to stay in the U. S. The camps provided housing, food, and medicine for immigrant families as well as safety from any criminal elements that can take advantage of defenseless immigrants. We had the possibility of staying we were extremely happy!! Little by little more Mexicans have extended their stay as well as the places were we live at. The most popular places where Mexicans live at now are Chicago, California, and New York. We stayed in the U. S. , my sisters and I are receiving a great education and compared to Mexico, I think we are now living the American Dream!!!! Reference: Depression and the Struggle for Survival. (2005, April 20). Immigration. Retrieved August 10, 2008, from The Library of Congress. Koch, W. (2006, April 4). 1930s Deportees Await Apology. USA TODAY. Retrieved from http:www. usatoday. com.

Journal Essay Example | Topics and Well Written Essays - 250 words - 70

Journal - Essay Example Foer concludes by saying that â€Å"Being attentive to the needs of others†¦ is the work of life† (Foer, 2013, p. 3) since attention can freely be given and obtained to prevent death. I liked the article very much and was pleased with Foer perception of technology on modern human values. I saw myself in Foer’s confusion as a human on whether or not to interject into the life of the crying girl or just forget and respect boundaries (Foer, 2013). I also saw myself in the girl’s shoes as she tries to, probably, make up with her mother but avoids a face-to-face conversation with her. in both cases, I imagine the input to human computing needed to come up with the best decision and realizes that modern day humans place more emphasis on speed while forfeiting the intensity of our actions. Consequently, the relationships developed based on speed are a misery since little or no attention is needed to keep in touch regardless of the distance without necessarily requiring immediate response like is the case with answering machines. I agree with Foer that by getting used to saying little, with the help of technology, humanity is tending towards feeling little, and the future does not promise otherwise given technological advancement and adoption in each generation (Foer,

Moving a business to Nigeria. Political and Legal, Demographics, Essay

Moving a business to Nigeria. Political and Legal, Demographics, Culture And Human Development Index - Essay Example The following paper discusses the many challenges of shifting business to Nigeria and recommends solutions to the soaring labor costs and increasing competition. Information regarding Nigeria’s demographic, economic, cultural, political and developmental situation has been analyzed leading to the decision that the company should continue to produce and sell in the US and not do any kind of business in Nigeria. Demographics of Nigeria Nigeria is the most populous country in Africa. In July 2012, Nigeria was estimated to record a population of 170,123,740 people (Akinpelu 7). This translates to a population density of 184. 52 compared to 33. 114 people per square kilometer in USA (Hamilton and Webster 51). This indicates that Nigeria's resources, especially land, are quite strained. Such a high population density indicates poor planning and possibility of a nation not being able to sustain itself. Although the high population may indicate availability of cheap labor, lack of suf ficient funds from the government towards education leads to lack of quality human resource. This is not good for business and thus, it would not be advisable to move a business from New York to Nigeria on the basis of high population densities. In fact, USA has a population higher than that of Nigeria making it a larger market amidst growing competition in the business of manufacturing motorized scooters. There are 250 ethnic groups in Nigeria divided almost equally between Christianity and Islam. Religious differences have seen a history of intense religious clashes between Muslims and Christians causing poor business environments. On 20th June 2012, Red Cross estimated that 80 had been killed in Kaduna due to a Muslim-Christian conflict. To curb language barriers, English is used as the official language. The literacy level in Nigeria is estimated to be 78% compared to 99% for USA (Hamilton and Webster 73). This gives USA an upper hand while using these figures to compare quality of workforce between the two countries. Culture Being an African country, Nigeria has deep roots in its culture. With over 50 languages being spoken by the 250 ethnic groups, Nigeria’s culture is quite diversified and thus complex to generalize. This may not be good for business since it is complex to familiarize a business with the many cultures in Nigeria. Nigeria’s is however rapidly changing into a modernized country as a result of the rise of its movie industry known as Nollywood in the global market (Akinpelu 24). This shows that Nigerians are hardworking and creative relative to many countries in Africa but certainly not the USA which has the biggest and most developed movie industry in the world. USA’s culture is modernized and more uniform compared to that of Nigeria (Hamilton and Webster 93). USA’s culture is more liberal as compared to Nigeria hence making it easier to accommodate change as a strategy in business. Culture is an important facto r while considering modes of marketing in order to reach and convince a larger audience. Human Development Index Human development index is important in determining how developed a country is. This index captures information about life expectancy, education, literacy, quality of life and standards of living. With the inclusion of all the above determinants of human development index, we can comfortably classify countries as underdeveloped, developing or developed. Nigeria’s HDI was estimated to be 0.459 and thus classified as having low human development. USA’s HDI is classified as very high ranking 3rd globally with a figure of 0.910 (Hamilton and Webster 49). This makes US a better region to nature one’s business compared to Nige

Corrections and Prisons Essay Example | Topics and Well Written Essays - 1250 words

Corrections and Prisons - Essay Example The court system in the United States is divided into the federal governments and the state governments which are administratively different from each other (Miller & Gaines, 2012). The courts act independent of the legislature and the executive; it is a semiautonomous branch of the government. The federal court system vests power on one Supreme Court and all the other courts remain inferior to the Supreme Court. Federal courts are divided into three levels; the federal district courts, the courts of appeal which is more superior to the district courts and Supreme Court which is the highest federal court. Miller & Gaines (2012) cited that, the federal district courts are made up of 92 districts with at least one bench in each of the available 50 states, one each in the Columbia District and Puerto Rico. There are judges in each of the districts ranging from 1 to 20 judges. District court judges are appointed by the president recommended by the members of the senate and confirmed by t he senate. District federal courts are charged with the responsibility of solving cases like violations of the constitution and other federal laws, cases that directly involve the federal government, maritime disputes, foreign government cases, and cases involving citizens from foreign countries or of two different states (Miller & Gaines, 2012). The court of appeal system consists of 11 judicial circuits in the 50 states and one in the Columbia District. ... and is the only federal court that is mandated by the constitution to give a final jurisdiction on all the cases that come before it. It consists of one Chief Justice and 8 Associate Justices. In addition, it has jurisdiction on cases that involve two or more U.S. states and high ranking diplomatic staff. Judges in the three main federal courts serve for life (Miller & Gaines, 2012). The federal judiciary also watches over a group of courts that handle specialized and specific cases. For example, the Court of Federal Claims that looks into cases of monetary claims alleged against the U.S. government. There are also the Courts- Martial that handles cases that involve the military personnel under the Military Law and the Tax Court (Miller & Gaines, 2012). State court systems are diverse having a hierarchically organized system that encompasses general and specialized courts. It comprises of inferior courts like the magistrates court, justice of peace court, municipal court, traffic cou rt, municipal court, police court and the county court which handle minor criminal and civil cases in mostly an informal manner (Miller & Gaines, 2012). Serious and superior cases are heard in the state district court mostly known as the superior court. Superior courts hear appeals from minor courts and are organized by counties; they have jurisdiction over major civil suits and serious crimes like grand larceny. Large cities like New York have appellate courts between the superior courts and the states highest courts. Courts with special purposes under the state courts include probate court, family court, divorce courts, juvenile courts, small claims courts and housing courts. Judges in these courts may be elected or appointed. When appointed, the judges

CNS Breathe Strip Marketing Strategy Case Study Example | Topics and Well Written Essays - 750 words

CNS Breathe Strip Marketing Strategy - Case Study Example The company has used prominent people in Japan, the United States, and in Italy as their public relations since they will have an impact on the consumer choices after being seen using the breathing strip. For example in Italy, they used a Valentino Rossi, who is a famous motor cycle racer to promote the breathing strip. Since people will want to emulate they people the find famous, they started using the breathing strip to take care of their breathing problems, and this increased sales for the product. The company also embarked on a campaign in all the countries it supplies the breathing strip to know the needs of consumers by conducting market research to know the consumer needs, for example, when it first introduced the strip in the united states, it was black and recorded high sales since it meant it should be used at night. However, when the same product was introduced in England, it had a negative impact since people there wanted it to come in a lighter color to indicate that it is helpful for breathing. This prompted the company to change the color of their product so that it can be tailored to meet the needs of the target market. CNS’s brand image is strong as many people around the world are using it, and this is owed to the company’s advertising strategies. The company has many markets, the price of the product is not the same in all the markets, and they consider the market constraints in the target market before setting the price. This implies that users of the breathing strip will be willing to pay for the product provided it treats their breathing problems regardless of the price. The company embarks on extensive advertising campaigns to ensure that consumers are aware of the product. The company uses television advertising to promote the use of the product in most of its market since it has a wide coverage, implying that the advertisement will reach a wide audience. It also has a large market at convenience shops meaning that people do not have to have a prescription in order to buy the breathing strips. Valentino Rossi increased awareness of the breathing strip in Europe, and he uses the strip for most of his racers and on the two occasions when he did not use the strip, he lost the races and since then he has been using the nasal strip. This was a big boost to the company’s sales since people all over Europe with breathing problems started using the strip to help them in breathing, and the company increased their sales. People‘s culture and their way of life are important considerations when determining the market approach to be used in a certain market. This is because the beliefs of people ought to be incorporated in the marketing approach to ensure that they respond positively to the company’s product. In New Zealand, rugby is one of the most treasured sport in the country, and this means that the marketing approach for CNS would have to include some aspect of the game. Rugby is deeply rooted in the society and their national rugby team would be a good base for the marketing campaign. CNS could use one of the prominent players of the All Blacks team to market the product. Since the

The Luton Bank Case Essay Example | Topics and Well Written Essays - 1000 words

The Luton Bank Case - Essay Example In 1996 the bank appointed receivers in relation to the properties which were then sold over an 18 month period. The mortgagors complained that the properties had been sold at an undervalue and claimed that: 1) in some cases a far better price would have been obtained had the receivers or mortgagees first obtained planning permission for development. Planning permission had previously been sought but the receivers decided not to wait for it to be granted before selling; 2) in other cases a better price would have been obtained had possible leases of the vacant properties been completed before sale. (see MacKenzie and Phillips, 2008, pg 477). In deciding the case the Court of Appeal considered the duties owed by mortgagees in these circumstances. Several duties were highlighted, which will now be considered in turn. Firstly, a mortgagee in possession must take reasonable care of the premises (Downsview Nominees Ltd v First City Corporation Ltd (No.1) [1993] AC 295). Secondly, it must be remembered that a mortgagee is not a trustee of his powers. This means that the mortgagee may sell whenever he chooses and does not have to have regard to whether a different time may be more beneficial to the mortgagor (Raja v Austin Gray (a firm) [2002] EWCA Civ 1965). In this case, therefore, the bank does not need to wait until the property market has recovered before they can sell the property (Gray and Gray, 2007, pg 534. The mortgagee is also under no duty to improve the position of the property before selling, but may instead sell it ‘as is’.

Secure Computer System - Case Studies Study Example | Topics and Well Written Essays - 2750 words

Secure Computer System - Studies - Case Study Example Fire detection is very crucial therefore fire detection appliances should detect the smallest indication of fire through sparks and temperature rise. Fire suppression equipment need to be installed and should suppress the fire without damaging the server equipment. Water sprinklers are the most common fire suppression equipment. It would be better to consider other options like the use of carbon dioxide fire extinguishers (Nash, 1997, pg 23). Heating, ventilating and air conditioning as well as climate control equipment should be kept separate from the rest of the room to avoid damaging the network equipment. I would not place the ventilation equipment overhead because it would risk the server. The switch for the equipment would be placed inside the room to prevent accidental switching. Proper power at the right quality should be regulated through the use of power protection equipment. By use of reliable power supply and surge protection equipment, the power will be kept at the desired quality. Power should be safe and reliable and should not fluctuate often. The space for the equipment should be adequate enough to allow for future expansion. ... Considerations for installing additional components and intrusion detection and prevention system should be taken into consideration (Shirley, 2008, pg 34). Case Study Pg.432 Case exercise Question 1 page 432 Based on the case study, what security awareness and training posters had an impact in this incident. Pg.432 Question 1 In Amy's incident, the following security awareness posters and training documents may have contributed to it; posters requiring the immediate reporting of security problems, posters and documents requiring the practice of healthy computer security. Information and security tips on posters and documents. Company security policy documents also contributed to this incident. The following topics may also have contributed to the incident, these are; Password usage and management; this includes creation of passwords, frequency of changing the password and methods used in protection. Security training plays a pivotal and important role in preventing attacks on computer system by viruses, worms, Trojan horses, and other malicious code (Richardson, 2005, pg 2). More information that is needed in order to enhance information security is the creation of a policy poster indicating; implications of noncompliance to information security implications of receiving unknown e-mail/attachments implications of people browsing certain prohibited websites during working hours those allowed to use the web services and those who are prohibited and also stipulating penalties for those found breaching these rules and regulations Data storage and backup; data storage systems maybe centralized or decentralized. This information is placed on not only posters but also on, newsletters,

Forensic Psychology Essay Example for Free

Forensic Psychology Essay 1.How often is the insanity defense used and how successful is it? I would like to answer this question, with the presentation of my opinion and the performed research. It is within my opinion, that the insanity defense is used over excessively and is taking part in almost every defense to any crime. Offenders seem to have the knowledge to the use of this defense and will often provide a plea to guilty by insanity or temporary insanity, within the faith, to receive a reduced sentence. While insanity has to be a proven fact and a psychologist has to conduct a variety of tests to confirm the offender is suffering from a mental incompetence or insanity, most offenders have the ability to mislead or deceive psychologists to receive the evaluation they seek. Such action, if discovered, would actually prove the sanity of such offenders, but in most cases, it cannot be ascertained. The success of such defense is, within my view, very effective. The performed research is revealing a different answer. According to the St. Joseph News Press (2007), it has stated the opposite to my opinion. This article within a study of the national mental health institute claim’s; â€Å"the insanity defense plea is used in less than one (1) percent of criminal cases in the United States and less than a quarter of those pleas are successful†. Retrieved from; St. Joseph News Press (2007). With these opinions and views in combination, one would have to conduct further studies on this subject, to establish the correct answer. Everyone has different sentiments, within the use of the insanity defense and the successfulness of such validation. 2. Identify and discuss the major criticisms of the insanity defense. It is my belive,the major criticism of the insanity defense could be the establishment of prove to the claim of insanity. More often, offenders will try to make use of this defense for the hope of receiving a reduced sentence or the sentence to receive institutional care. According to my research, there are three (3) major criticisms within the insanity defense. The Insanity defense is mentioned as confusing to the psychiatric and legal concept. Furthermore, it is explained that the word â€Å"insane† is more of a legal word, then a medical term, and therefor to prove a person or a criminal insane, one must find the mental condition, of a criminal, severely impaired to the point of losing one’s free will. A psychiatrist may be or may not able to determine such illness, and a jury’s decision solely based on a psychiatrists’ opinion may be grounded on unreliable evidence. Retrieved from; Wests Encyclopedia of American Law, edition 2 (2008). 2. This criticism is on the moral basis and the consequences. This section suggests that the crime is of more importance, then the moral imperatives. It also addresses the way a criminal, who does plea insanity, should be trialed and punished for the crime. It is suggested, that the criminal should be convicted and the mental illness should be taken in consideration at the time of sentencing. If this method would be used by the court, it would allow the judge to determine the length of imprisonment, within a hospital prison, and the defendant would have to provide prove of improvement to the once dangerous behavior. Retrieved from; Wests Encyclopedia of American Law, edition 2 (2008). 3. This last criticism, is turned to the rich and wealthy criminals, who make use of the insanity plea. It is argued; â€Å"only wealthy defendant have the ability to retain a high-priced psychiatrist, who may be able to declare the defendant insane with the performed examination†. It also is believed, people who have less monetary funds and depend on the defense of a public defender, will not receive the same quality of defense, and they are also unable to receive the same value within the insanity exam. Such critic is based on the suggestion, that the insanity defense should be eliminated. Retrieved from; Wests Encyclopedia of American Law, edition 2 (2008). 3. When a mentally ill person is convicted and incarcerated, what are some of the difficulties in providing appropriate psychological treatment for these offenders? The difficulties in providing appropriate care, to a incarcerated mentally ill person, would stand to the inappropriate care and knowledge of the staff or facility personnel, to the condition of the mentally ill. A prison or jail is not equipped nor can such establishment provide the correct treatment to the mentally ill. To take in consideration the staff and the special medical treatment such person would require, every day, while in such confinement. But the alternative to this problem is stated in: Wrightsman’s Psychology and the Legal System, 6e,(2011) in which it is proposed; â€Å"When defendants are found incompetent to stand trial, they can be committed for a period of treatment designed to restore their competence†. And also; â€Å"for dealing with the unrestorably incompetent criminal defendant include her or his waiving the right to be found incompetent to proceed to trial and using a special form of commitment for incompetent defendants who are judged at a provisional trial to be guilty of the crimes with which they are chargedâ€Å". Retrieved from; Wrightsman’s Psychology and the Legal System, 6e, pg; 249 (2011). It is my believe, the above suggested method, would be the better approach to the incarceration of incompetent or the mentally ill offenders.

Experiment of Long Term Memory Retention

Experiment of Long Term Memory Retention Abstract: The purpose of this study was to test the retention of long term memory based on retrieval environments. Our research is based on Godden and Baddeley’s (1976) study that focused on the relationship between retrieval environments and learning. The technique known as context-dependency –which is defined as â€Å"the belief that what is learnt in a given environment is best recalled in that environment† –is tested and compared to previous research (Godden Baddeley, 1975). An experiment was conducted at Foundation Campus at the University of Central Lancashire with nine international student. Enlisting a repeated measures design and laboratory method, the participants are asked to learn and recall a list of 13 words in the same environment, then they were asked to learn and recall another list of 13 words in two different locations. The results corroborate and support the context-dependency memory effect. Introduction: This experiments is about assessing the effect of retrieval environments when it comes to long term memory (LTM) recall. LTM is described as stored information that can be recalled over a long period of time –e.g. days, weeks, etc. (Merriam-Webster, (2015). Godden and Baddeley (1995) decided to conduct an experiment to test this notion –also known as context-dependency memory effect. Context-dependency memory effect is defined as â€Å"the belief that what is learnt in a given environment is best recalled in that environment† (Godden Baddeley, 1975). The aim of Godden and Baddeley’s research was to examine the association between learning and retrieval environments (Cardwell, Clark, and Meldrum, 2008:11). In order to carry out their experiment, Godden and Baddeley decided to enlist eighteen participants who were divers in Oban, Scotland (Cardwell, Clark, and Meldrum, 2008:11). Furthermore, the divers were instructed to learn a list of forty distinct words on land or, fifteen feet under water (Cardwell, Clark, and Meldrum, 2008:11). They were then asked to recall these words in a different location or in the same location (Cardwell, Clark, and Meldrum, 2008:11). Specifically, half of the divers were directed to a different location when the time came for memory recollection, while the other half remain in the same environment for memory recollection (Cardwell, Clark, and Meldrum, 2008:11). When partaking in Godden and Baddeley’s experiment, the list of 40 words were revealed to participants in groups –this all owed the divers to assume a relaxed/comfortable breathing rate in order to assure that the participants faced no obstacles when learning (Godden Baddeley, 1975). Additionally, each the list of words were revealed in blocks of three, and, the words were spaced at two second intervals (Godden Baddeley, 1975). When asked to recall, Godden and Baddeley found that â€Å"those who learned and recalled in the same location remembered the most words -12.5 on average† (Cardwell, Clark, and Meldrum, 2008:11). According to the aforementioned graph, Godden and Baddeley found that when participant learned on land an recalled the information under water, they could only recall -on average -8.6 words, while those who learned under water and recalled the words land, only remembered 8.4 words on average (Godden Baddeley, 1975). This study –based on Godden and Baddeley’s research in 1975 – will examine and delve into the connection between learning and retrieval environments. This study will utilize students with diversified ethnic backgrounds and ages. Contrary to Godden and Baddeley’s research, it will use two lists of thirteen simple words -–all within one to three syllables –in order to ensure comprehension. Aim: To examine the connection between learning and retrieval environments using Godden and Baddeley’s study on context-dependency retrieval. Hypothesis: Memory recollection in the same environment in which information was learned will yield higher recollections among participants. The hypothesis for this experiment is directional, meaning the independent variable (the retrieval location/environment) will directly affect the dependent variable (the accuracy/amount of words recalled). Method: Design A controlled laboratory experiment was utilised to elucidate a distinct cause and effect relationship between the independent and dependent variables. A controlled laboratory also enabled immense control over variables within the experiment, it also permitted unproblematic replication for future researchers and easy utilisation of equipment –e.g. videos, etc. A repeated measures design was employed in order to negate/remove differences that numerous samples would possess. Due to this design, differences in gender, linguistic ability, comprehension and age were avoided. The independent variable in this experiment was the retrieval environment or location in which the participant were asked to recall the words –i.e. the classroom or the canteen. The dependent variable was the quantity of words the participant could recall in each environment/location. A confounding variable could be the sound/noise of police cars driving past the laboratory environment. In agreement with research principles/ethics, written informed consent forms were distributed to all participants before this experiment commenced. Participants were given the right to withdraw at any time, and immense confidentiality with participant’s information and results was promised and delivered. Participants: There were ten participants –five male and four female participants. The participants were obtained from diversified backgrounds –non-native English speakers and English speakers. Participants that contributed to this experiment were between the ages of eighteen to forty-seven. An opportunity sample was enlisted for this experiment. This sample type allowed expediency when enlisting when procuring participants, it also enables replication for future research. Materials: Informed Consent (Appendix 1) Standardised Instructions (Appendix 2) Word List 1 (Appendix 3) Word List 2 (Appendix 4) Comical Video (Appendix 5) Procedure: Initially, the aforementioned materials were given to the participants. Secondly, in order to check for errors in our experiment, a pilot study was conducted to ensure validity in the experiment. After the pilot study, a classroom and canteen was procured for the experiment. A mixed-gender opportunity sample of nine individuals –ranging from 18 to 25 –was obtained and directed into the classroom. During this experiment, the participants were first given an informed consent form (Appendix 1), after signing and agreeing to the form, they were shown the standardised instructions (Appendix 2). After the standardised instructions, the participants were given a piece of paper –with â€Å"experiment 1† written on one side, and â€Å"experiment 2† written on the other side, -they were also given pens to document their answers. Firstly, the participants were then shown Word List 1 (Appendix 3), secondly, they were given one minute to study the words, then they were shown a four minute Comical Video (Appendix 6), and then they were given approximately one minute to write down the words they could recall. In the next stage of our experiment, the same participants were asked to flip their paper over, then they were given exactly one minute to study Word list 2 (Appendix 4), the participants they were asked to walk around the Vernon Building (located in the University of Central Lancashire’s campus) to a canteen. When the participants arrived at the canteen, they were promptly seated and given one minute to recall and write down the words they could recall in one minute. Results: The result of this experiment were harmonious to that of Godden and Baddeley’s in 1975. 66.67% of the participants recalled more words when their retrieval location was the same as the learning environment, while 11.11% percent of participants recalled more information when the recollection environment was not the same as the learning environment. Furthermore, 33.33% of the population recalled the same amount of words irrespective of the retrieval environment. These results were in accordance with the hypothesis and Godden and Baddeley’s research in 1975. The mean of the results was greatly corrupted by outliers with the sample’s results, in order to rectify this, the median was enlisted to portray a balanced assessment of the results. The median of recollection when the learning and recollection environments were the same is 9 words with a range of 6. When the learning and recollection were different, the median of the recollection data was 4, with a range of 9. Overall, it was quite evident that recollection in the same environment where information is learned yields better results. The results support context-dependency memory effect. Discussion: The result of this experiment were harmonies with Godden and Baddeley’s research, this fortified the immense reliability of their research, and proved that it could be replicated by others. The results of the experiment magnified the context-dependency memory effect, and supported the hypothesis: â€Å"Memory recollection in the same environment in which information was learned will yield higher recollections among participants.† A laboratory method was ideal for this experiment because it allowed for control over numerous variables, and, it permitted and enabled ease when measuring the dependent variable. Utilising a repeated measures design removed differences that individuals could possibly possess that would rob this experiment of credibility. It could also be argued that ‘the fatigue effect’ –which states that â€Å"work †¦[has] a general effect of running down the bodies limited energy supply† –adversely affected the participants recollection after walking around the Vernon Building (Hockey, 2013). Perhaps this is why only one out of the nine participants recalled more on the second experiment. The small sample size on nine indicates that this experiment is not generalizable to bigger populations. Albeit the sample had a plethora of nationalities and ages, this suggests that no definite proclamations can be made about nationality or age. Furthermore, a confounding variable could be the sound/noise of police cars driving past the laboratory environment, or, the limited linguistic ability of some participants. Any further research/study into this topic could be ameliorated by enlisting a grander sample size, or, using both locations as learning and retrieval environments; this provide a deeper insight into context-dependency memory effect. A longer list of words could also be employed to test retention in LTM. References: Cardwell, M., Clark, L. and Meldrum, C. (2008)Psychology AS For AQA A. 3rd edn. London: Harper Collins Publishers. Godden, D. R., Baddeley, A. D. (1975). Context-dependent memory in two natural environments: On land and underwater.British Journal of Psychology, 66(3), 325–331. Hockey, R. (2013) The Psychology of Fatigue: Work, Effort and Control. 1st edn. United Kingdom: Cambridge University Press. Jansen, I. (2015). Charlie Chaplin The Lions Cage. [online] YouTube. Available at: https://www.youtube.com/watch?v=O2dmV2-zxNg [Accessed 10 Mar. 2015]. Merriam-webster, (2015). Definition of Long-term Memory. [online] Merriam-webster.com. Available at: http://www.merriam-webster.com/medical/long-term memory [Accessed 6 Mar. 2015]. Appendices Appendix 1 Appendix 2 Appendix 3 Appendix 4 Appendix 5 Comical Video provided and republished by Jansen (2015). Appendix 6

Consumer Behaviour in the UK Automotive Industry

Consumer Behaviour in the UK Automotive Industry Consumer behaviour is dependent on few factors that need to be considered in any industry. In the Automotive industry, there are several intertwining factors known. The Internet as one knows well has its importance in nearly every form of trade. Trade is directly dependent on communication, and these days the Internet is considered to be the most important and reliable means of communications for trade. In view of the Internet being an important medium through which customers may be communicated with, customer behaviour becomes an important subject. Observing customer behaviour in the recent past, its observed that there is immense scope for expanding the automotive industry. This is because there appears to be a better response from customers through the Internet. Purchases of parts are easily made and are believed to be considerably reliable. For purchasing vehicles, advertising through the Internet is the first step towards pulling in customers. Indeed, this step is believed to be effective as there are a number of individuals who first see adds online, and then decide to physically check a promotion out. With the Internet growing more and more common in the UK, it is expected that there will be much more activity on the part of consumers, which means that the automotive industry is going to do even better than it has in the past. Introduction: The world has reached a stage at which everything is close-knit. There are several bodies and structures that interact with each other that appear to be systematic. Globalization for instance is something has many countries, organizations and institutions operating together. Each of the components in the globalization process exists for its self and is self-driven, yet the system functions. In this regard, one might assert that markets of different types and sizes function in a similar manner. The motive industry is an example with its visible effects. Consumers are actively participating in the industry activity, making it an increasingly viable one for people to invest in. The services and products are known to be quite reliable with an immense amount interesting them. In recent years this has been the case and in time to come it’s expected that there is going to be even more interest in the automotive industry. Methodology: This paper includes views of the automotive industry and the communication processes involved. It exposes each part in considerable detail in sections. In doing so, it has managed to cover several areas of interest that explain consumer behaviour. In order to also give on an idea of what strategies organizations employ to boost their profits, fictitious company has been included with figures that are relevant tithe automotive industry. In view of the strategies involved in this company (EXCEED) one can determine how important communication is in the automotive industry. It is clear enough that the Internet is of tremendous value here, and it is for this reason that it is important to analyse its use. The weak as well as the strong points are exposed here, and one can match these up against the ones employed in EXCEED’s strategies. According to this, one can also assess how effective EXCEED’s strategies are and whether or not they are successful in the automotive industry. In considering the success of the strategies, it must also be asserted that it is believed that the strategies are successful considerably because of the success that automotive industry has had in recent times. It is also hoped that strategies will also go on to be further improved so that the industry does even better . Description: The world learns through experience, but living in an image-conscious world may prevent one from learning through his experiences. This is apparently a dilemma considering the fact that one lives in an age of post modernism; a stage during which signs mask reality, and one is often deceived through image-promoting strategies. This is true to say because of the fact that signs, logos and big names are now common, and people are often lured into believing the authenticity of different products because of the promotions they have. Consumer behaviour is considerably dependent on promotion of products; the manner in which products are promoted directly influences customer behaviour. Each medium used for promotion has its own impact, and the one that is believed to have a tremendous impact is the Internet. It is believed to boost promotions and sales greatly, and it helps customers in their first step before actually checking a car out. It is through the advertisements on line that they may be attracted and then move towards checking a vehicle out physically at a show room. It is this behaviour that has helped boost the automotive industry significantly. In fact it must be asserted that prior to globalization, consumer behaviour was observed as having a major effect on the development of nations. This is because it helps boost the economy internally as well as having its impact externally . Prior to the 1940s and 1950s, there was no such aim because of the fact that there were many problems that the country was faced with internally. Socially there were different levels on which the UK had to bring the people together. And perhaps during that time no one had come up with such an idea to divert the attention of the people, which occurred during the 1950s . From this era began to the shift towards an improved way of life that would take the country into an entirely different era. This era today is called globalization, a phenomenon that brought many parts of the world together through faster communication systems. Globalization has in fact resulted due to the fact that communication systems have been boosted in recent years. This is also the reason why the present age that people live in is called ‘the age of communication’. Literature Review: The expansion that has been witnessed today in organizational structures an effect of globalization too because they are spreading almost all over the world. As Organizations expand it is understood that they tend to face problems in efficiency. These problems need to be handled carefully in a logical manner so that smooth running of the organization can be restored to the way it was when it was located in its originating country. For this to be handled effectively, communication also needs to be of the highest level. Problems in efficiency may emerge due to the lack of communication or the lack of skills with newer personnel employed in the firm. This is because they are not aware of exactly what the cultural atmosphere was at the original location of the firm. Since they have been newly employed they are bound to face problems such as these. Strengthening the leadership of an organization automatically means that operations will be handled well, which in turn means that there will be financial gain at the end. In addition to this there won’t be a shortage of executives if organizations indulge in setting up proper training plans for their apt employees. These plans should be implemented both, at home and abroad too so that uniformity is maintained throughout the organization. It is also essential that trainers do not get polarized in any one location geographically speaking. They should be allowed to exercise their skills and implement them wherever possible. This means that they will also gain maximum teaching experience which they can share with whoever the work with and teach. Three leadership techniques that have been found to increase the performance of an organization: An efficient and lean organization; A talent management plan that focuses on attracting and retaining high-performing individuals; and A performance management program that â€Å"rewards employees who meet set goals† (Dorgan, Dowdy, 2002) From the above points one can see that the major problem that lies in organizations spreading into other cultures is the internal conflict, but aside from the internal conflicts the trend of marketing American products abroad is one that is patronized by the people of those cultures. It is the people that make this possible, as human beings are almost always ready for a change especially if it isn’t going to harm them. Accepting new trends that are already in vogue in other neighboring countries is something that further motivates people into welcoming UK products. However, this is not only the case with receiving UK products in Asian countries . There is now more scope than there was ever before for products to be marketed. The marketing of goods across the globe is yet an extension of what took place in the 1950s. This may be said because of the fact that the effects of this process of globalization are almost the same as what was seen in the United States during the 1950s. The process of people welcoming products that are brought nearer totem heralds the current trend in globalization. This is the same process that was seen during the 1950s when consumer behaviour was on the rise. This trend is extended to other places in the world today through globalization, which means that there are a whole lot more people aware of what is available around the world. This also means that there is a lot more stuff for people to be engrossed in, which would further help people to be relieved of stress in their everyday lives. But it also must be realized that there are other things to consider besides stress relief and extension of cult ure (Annesley,1998). It must be realized here that there is an intense effort to control people economically through consumerism. During the 1950s this was seen as people bought what was advertised. Similarly, this is seen in many countries around the world that buy American products. An Example of an Organization in the Automotive Industry For this section, a fictitious organization has been named, but contains data that is relevant to the automotive industry and present-day values. In contemporary times this may seem to be a problem, as one may not really know which product to trust and which will be dependable. As opposed to having to depend on particular advertising to learn about products, people have often used other customer experiences as their guides. This means that people without experience of a particular product have in fact waited for others to purchase it; the observers its back and observes the performance and customer satisfaction. If a product happens to satisfy a customer, others will certainly be willing to use the same service providers. Hence, it can be seen here that reputation does matter to service providers and customers. In addition to this, it must be noted that experience of customers can be used as a vital tool in promoting services. This overshadows the uncertainty of that advertising may often portray. Though advertising is an essential strategy in promoting a product, it must be realized that there are several people that are not easily convinced simply through product display and the like. In view of this, customer testimonials are essential in proving authenticity of a product, as this proves how many customers have been satisfied and what customers have to say about. This is what many organizations are doing these days in order to boost their services. Indeed, EXCEED is one of them; EXCEED is a motoring supplier, and caters to a significant part of UKs market. In doing so, it needs to reassure its customers of its services and dedication them all. EXCEED is believed to be a credible motoring product and services supplier because of its reputation; its reputation is one that has been gained through reliability that customers have experienced through time. In view of this, more and more customers have turned to EXCEED services, as they have been convinced by other customers experiences through time. However, it must be asserted that an organization that operates as one of the biggest in the UK, cannot simply rely on word of mouth for gaining more business or maintaining its position in the market. Thesis because of the fact that competition can easily overturn one’s reputation. In view of this, EXCEED has to go on promoting itself and has to do so in a positive manner by focusing on its strengths and either ameliorating or doing away with products and services that are not gaining headway. Currently with the reputation EXCEED has, it is the leader in the Upmarket, attending to millions of customers. It has more than 12 million drivers depending on them, has around 3500 uniformed patrols on the job, and caters to 7.5 million calls every year. It is apparent that with this kind of healthy activity in their business that EXCEED is number one. However, like any other organization that provides services and products, EXCEED is not satisfied with what it is doing in the sense that it wants to enhance services that are viable and either do away with or improve the services and products that are less in demand. In doing this, they have an understanding of the market and what their potentials are, and this lays the platform for EXCEED to construct strategy in terms of marketing and advertising; a strategy that they and the customers too would gain from.*EXCEED also has been on the risen terms of the customers that turn to them. this is a positive sign because the number that turn to their services and products each year. With selling more than 650,000 breakdown policies a year, something that they currently specialize in, there is even more scope for improvement (Breakdown Cover, 2005). According to the figure below, one can easily observe that breakdown is apparently the primary source of income in EXCEED. There are other sources as well, but this is the most important one, and indeed one that they are promoting. The important point to realize here is that EXCEED knows its strengths well due to the fact that they have kept close watch on all the activity in the company. They know their past well, they know what is going on at the moment, and they also know what their chances are in the market. In view of their potential being strongest as far as promoting breakdown services, EXCEED believes that its marketing and advertising strategies are of immense importance, as it is through these tools that they can manage to attain a wider segment of the market. In view of the current state of affairs in the market, the following are worth noting. Product Holding: Volume Breakdown (motoring): 2,300,000 Motor and home Insurance: 500, 000 Other Financial Services: 45, 000 Breakdown and Insurance: 600, 500 Breakdown and Financial Services: 50, 000 Insurance and Financial Services: 5, 500 Breakdown, Insurance and Financial: 32, 000 In developing further strategies in order to improve EXCEEDs name and services, it is worth generally putting together some of the features around which the company could work. Below are few points that help paint a picture of EXCEEDs functions EXCEED is believed to offer more than just breakdown coverage; it offers: EXCEED UK Breakdown Cover EXCEED 5 Star European Breakdown Cover – Round the clock English telephone assistance. EXCEED Motor Insurance – 8% discount on line. EXCEED Home Insurance – They fish out a panel of insurers for their customers. EXCEED Car Data Check – Recovers hidden history of a used car in case you want to purchase it EXCEED Vehicle Inspection EXCEED Travel Bookshop – 18% off on line from the UKs largest provider of travel guides. EXCEED Driving School – Nation-wide EXCEED approved instructors Database Strategy through the Internet: Considering the fact that EXCEED has been allotted around 14 million Pounds to promote their services, it appears that an appropriate promotion can be created. Generally, for this first step, around 40percent of the fund may be used. This is because a database has to be established if any current one cannot be used for the proposed plan here. In addition to this and appropriate interface has to go along with it, combined with special features that only allow input on the part of customers. In view of the services that are already being provided, EXCEED needs to search into customer needs. This search would have tube conducted through getting their feedback. It is obvious that asking each and every customer about what they would like EXCEED to provide them would not be feasible; it would be better for the customers to have access to EXCEED. This could be done through allowing customers to have access to an interface through which they could feed in their comments and recommendations online (Fill, 1999, 53-59). They would not need to have passwords and things to that effect, as the feed in process could be made plain and simple for them. This could be carried out through creating some sort of forum where customers can view other customers’ views as well, and thereby give them even better ideas to suggest. In addition to this, the service could have a feature that provides one access to feed in their views, but after entering them, they cannot be deleted. In other words the program manager would only delete whatever is posted in the forum. In this way, comments posted would be safe (Yandi, 2001, 15-21). In addition to an online provision, at outlets where EXCEED services are provided, the company could maintain on hand comment leaflets or even registers for comments. The leaflets would provide customers with the opportunity of filling in their comments while they are free. The registers would have to be filled in on the spot. The data from these registers could enter into another portion of the online database for comments and views. The leaflets when filled when the customers have time could be dropped off at any EXCEED outlet of services. The data from these could also be accumulated and fed into the database as well (Tapp, 2000, 22-34). In addition to customers posting their comments, it is also advisable for EXCEED to develop a means through which employees such as the patrolman could give their views and comments as well. With this type of feedback EXCEED would be able to determine to what extent each side’s comments are practical. While the customers want services to improve according to their convenience, EXCEED also has to look at the possible changes from the employees angle. This would help the management come up with ideas that would satisfy the customers as well the employees in terms of easing their services to the customers (Tapp,2000, 22-34). In view of the management receiving all the comments through the database, the data needs to be sorted appropriately. Since it has all been collected under employee views and customer views, there is basically no real need to segregate the comments even further. However, there’s need for better arrangement in the presentation of the collected comments. This refers to the placement of services throughout the country and where the comments have been received. This also means that in each comment entry, a customer has to state which part of the country s/he is in. Depending on whether there is sufficient services in particular areas or not, EXCEED can enhance its services. In addition to this, they can set to work on the requested services. Since it is the Breakdown services that EXCEED wishes to focus on according to the potential in the business, they need to construct the feedback system according to what has been described above. In view of such a database interface being constructed and implemented, it also facilitates customer comments after improvements in services have been made (Smith, 1998, 25-41). In view of the use of database, it must be asserted that the major cost of it is only in the initial stage. This is because once the databases setup; it only has to be maintained and monitored. Direct Marketing Customers Program for existing customers: In the direct marketing step, it must be asserted that at least another 3.5 million – 5 million might have to be invested out of the budget. This is because of the fact that EXCEED needs a stronger approach to its current customers; EXCEED requires a more comprehensive set up with more communication employees in order to realize its goal. Assuming the amount is invested, the following course of action can be taken in order to develop direct marketing. Though EXCEED recognizes the fact that it has tremendous scope for improving the grip it has on the market and would certainly want more customers, they are wise in the sense that they acknowledge the value of their present customers; they know that if they satisfy their customers their reputation will remain as it was if not improve. In addition to this, it must be asserted that a company has better chances of maintaining stability in all forms when it focuses on the market it has already captured. Maintaining current customers is essential in terms of financial stability as well as customer loyalty. This is because the customers get to know that the company cares about them through the services that it provides them with. EXCEED knows its products and its customers too, but they need to remain in touch with them in order to make adjustments that the customers need. In view of this concern, the customers feel that the company cares about them; EXCEED needs to make the customers feel this way in order to make sure that the customers dont feel abandoned or stuck with a product. Hence, there is a need to make sure that each and every customer is aware of the fact that they can communicate with EXCEED directly (Evans et al,2004, 43-44). In view of the direct communication that is a major part of promotional strategy today, it must be asserted that EXCEED needs to communicate with its customers today as much as possible. In order to communicate with them they can have in place customer relation officers. These officers are in charge of remaining in touch with current customers. Indeed, there are many of these officers employed because of the fact that there are also many customers that have to be dealt with. It is not an easy process but certainly is one that is necessary (Pickton, 2001, 64-67). Considering the means of communications used, e-mail, telephone, fax,etc. are the commonly used ones. Postal mail is also used as a means of contact. However, emailing and telephone contact are most commonly used. Similar to the communication process that communication officers use to stay in touch with current customers, it also must be asserted that customers use the same means as well. In fact, they may even be familiar with the communication officers who deal with them. This gives one an idea of how the direct communication process works and how effective it is. Certainly, if a customer becomes familiar enough to know a communication officers name, it is obvious that the communication process used is effective enough to get desired messages through (Smith, 1998, 25-41). In view of the effectiveness of the communication proves, it is clear that product promotion can be enhanced. All the communication officers have to do is follow the instructions of the product and tell the customer about it. In addition to this, they can supply them with ways and means of getting hold of the products. Regarding the communication process being simple, it certainly is, but when one has to focus of the breakdown of it all, it gets a little tedious. This is because of the fact that one needs to know the market well, and see who is interested more in the products and services that EXCEED provides. In view of this, there are few factors that have to be taken into consideration. These include: age, gender, ones occupation, lifestyle,etc. Though most people who use EXCEEDs services would want to know more about the products and services the company has to offer it must be asserted that research into the current customer behaviour reveals that there are particular groups that are more volatile and more viable to work with. This is why communication officers may work more with some customers and less with others. This is not seen as being prejudiced in any way, but it is true to say that the process takes into consideration customer behaviour, and since EXCEED is dealing with millions of customers they need to focus on the ones that they need to build and maintain relationship with. This is precisely what boosts customer loyalty. As far as the customers that are not communicated regularly with, it must be asserted that they are also important customers but they are ones that are easily satisfied with the services they get. In view of the particular factors that are taken into consideration, it must be asserted that in the UK, both men and women are users of EXCEED services, especially breakdown services. While men are still more likely to be customers, younger age groups are almost even. Older men are more likely than older women to travel long distances, while older women are still likely to be drive and use EXCEED services. As far as one’s occupation is concerned, both men and women are likely to be service holders of EXCEED because of the fact that they are compelled to drive around. Lifestyle is another thing that is taken into consideration. Again men and women are both likely to use EXCEED services, but the younger they are the less likely they are to have EXCEED services. In view of some people not having EXCEED services, they can be targeted through the marketing strategy; current customers could be used to spread the word around. However, the more important point to focus on includes the need to market EXCEED more to people that have already used EXCEED services. If they have not been using the services recently, they can be contacted and reminded of their expired membership. In view of communication methods that need to be used, email and telephone is most commonly used. Almost all people have an answering machine on at home and a message would be easy to leave for the. Those that have cell phones could either be called or a message or mail could be sent to them. Emailing is common, and for those that use Internet facilities commonly can be easily contacted through it. In view of each customer’s profile, various ways of getting in touch with him or her need to be mentioned(Brierly, 2002, 27-29). Customers may be asked on order forms how they might be contacted; these details are noted down in order to make sure the more appropriate means of contacting a customer may be used. In addition to the communication means mentioned above, EXCEED could also promote its products and services through alternative means. This would include promoting products through magazines, television, periodicals, radio, and the Internet. This strictly refers to advertisements that are not personal, as they are opposed to emailing or telephoning a person. Though advertising in the ways mentioned here is quite effective, it must be asserted that it is not the kind that would stimulate the customer’s emotions. Customers need to be contacted directly when they are or have been regular customers of EXCEED or any other company; it makes them feel valued, and again here it must be emphasized that the value of these feelings are crucial to maintain EXCEED services as they currently are offering incentives is important whether communication officers use direct contact of advertising strategies (Percy et al, 2001, 18-28).The difference is that when customers are contacted directly and told about the promotion they feel more valued. What EXCEED could do is circulate information about a new product among their current customers; they could tell them all the important details about it. At a later date, the product information could be revealed to the general public through advertising in magazines, one the Internet, etc. Since the regular customers would have already gotten the information first, they would feel more appreciated and valued. These are the kinds of techniques that could be used current customers as opposed to potential customers because it is the current customer that comes first. This is because of the fact that EXCEED needs to make sure its reputation and business stand as it is and not be lowered. Acquisition Strategy for new Customers: For this part of the promotional plan, EXCEED is left with a minimum of 3million Pounds. This means that funds might still fall short because television and radio promotion in addition to other forms will have to be used here. However, since television and radio communications might be used in the previous step, promoting products for newer customers could also be included. This would help save great deal of the funding, thereby allowing the whole promotional plant be implemented. The following includes how EXCEED might implement their plan to include new customers with the funds in hand. Since EXCEED has already discovered the market and are aware of the immense potential that lies ahead, they can implement a strategy that would cater to potential customers regarding Motoring Services, Financial Services and Travel Services. Random marketing strategies could be easily employed. It must be asserted that advertising through the Internet, magazines, radio and television are all appropriate means. In view of the cost factor here, moderate advertising through television could be implemented in order to fit the budget given. Advertising through the print media is considered to be more feasible. This is because EXCEED could have their advertisements placed in periodicals or magazines that are associated with motor companies(Yandi, 2001, 15-21). So when customers purchase cars or go through magazines that have information on particular cars, it is most likely that they would come across the advertisement. As far as motoring services are concerned, this is an appropriate means to advertise. However, as far as financial services are concerned, it would not work. EXCEED needs to target its potential market, regarding financial services, through a means that would create more chances of potential customers viewing the advertisement. When it comes to financial services, it is better to place ads on television and radio along with other products of EXCEED. In addition to this, it also must be asserted that advertisements for financial services must be places in magazines where financial services are offered for related products. This is believed to boost the chances of a companys product getting a response (Brierly, 2002, 27-29). Concerning Travel services, it must be noted that EXCEED could advertise through television and radio along with its other products. This would save them spending excess funds on separate advertisements. However, the main advertising for travel services would have to be done through travel guides. Just like other agencies and organizations advertise EXCEED too can do the same. the advantage is that EXCEED would probably be recognized through its name from other services and products it provides. In view of this, it must be asserted that there is also the reputation of EXCEED that can be taken into consideration(Brierly, 2002, 27-29). It must be considered that EXCEED is a company that already has many customers that it looks after and remains in contact with. Through this contact as well, services and products can be enhanced. This is a process that could indeed save some of the funds put towards promotional strategies. However, it is also worth considering whether it would actually be suitable to advertise through customers that are regular. This is because of the fact that some customers might feel that they are really being used to promote a company free of cost. Ot Consumer Behaviour in the UK Automotive Industry Consumer Behaviour in the UK Automotive Industry Consumer behaviour is dependent on few factors that need to be considered in any industry. In the Automotive industry, there are several intertwining factors known. The Internet as one knows well has its importance in nearly every form of trade. Trade is directly dependent on communication, and these days the Internet is considered to be the most important and reliable means of communications for trade. In view of the Internet being an important medium through which customers may be communicated with, customer behaviour becomes an important subject. Observing customer behaviour in the recent past, its observed that there is immense scope for expanding the automotive industry. This is because there appears to be a better response from customers through the Internet. Purchases of parts are easily made and are believed to be considerably reliable. For purchasing vehicles, advertising through the Internet is the first step towards pulling in customers. Indeed, this step is believed to be effective as there are a number of individuals who first see adds online, and then decide to physically check a promotion out. With the Internet growing more and more common in the UK, it is expected that there will be much more activity on the part of consumers, which means that the automotive industry is going to do even better than it has in the past. Introduction: The world has reached a stage at which everything is close-knit. There are several bodies and structures that interact with each other that appear to be systematic. Globalization for instance is something has many countries, organizations and institutions operating together. Each of the components in the globalization process exists for its self and is self-driven, yet the system functions. In this regard, one might assert that markets of different types and sizes function in a similar manner. The motive industry is an example with its visible effects. Consumers are actively participating in the industry activity, making it an increasingly viable one for people to invest in. The services and products are known to be quite reliable with an immense amount interesting them. In recent years this has been the case and in time to come it’s expected that there is going to be even more interest in the automotive industry. Methodology: This paper includes views of the automotive industry and the communication processes involved. It exposes each part in considerable detail in sections. In doing so, it has managed to cover several areas of interest that explain consumer behaviour. In order to also give on an idea of what strategies organizations employ to boost their profits, fictitious company has been included with figures that are relevant tithe automotive industry. In view of the strategies involved in this company (EXCEED) one can determine how important communication is in the automotive industry. It is clear enough that the Internet is of tremendous value here, and it is for this reason that it is important to analyse its use. The weak as well as the strong points are exposed here, and one can match these up against the ones employed in EXCEED’s strategies. According to this, one can also assess how effective EXCEED’s strategies are and whether or not they are successful in the automotive industry. In considering the success of the strategies, it must also be asserted that it is believed that the strategies are successful considerably because of the success that automotive industry has had in recent times. It is also hoped that strategies will also go on to be further improved so that the industry does even better . Description: The world learns through experience, but living in an image-conscious world may prevent one from learning through his experiences. This is apparently a dilemma considering the fact that one lives in an age of post modernism; a stage during which signs mask reality, and one is often deceived through image-promoting strategies. This is true to say because of the fact that signs, logos and big names are now common, and people are often lured into believing the authenticity of different products because of the promotions they have. Consumer behaviour is considerably dependent on promotion of products; the manner in which products are promoted directly influences customer behaviour. Each medium used for promotion has its own impact, and the one that is believed to have a tremendous impact is the Internet. It is believed to boost promotions and sales greatly, and it helps customers in their first step before actually checking a car out. It is through the advertisements on line that they may be attracted and then move towards checking a vehicle out physically at a show room. It is this behaviour that has helped boost the automotive industry significantly. In fact it must be asserted that prior to globalization, consumer behaviour was observed as having a major effect on the development of nations. This is because it helps boost the economy internally as well as having its impact externally . Prior to the 1940s and 1950s, there was no such aim because of the fact that there were many problems that the country was faced with internally. Socially there were different levels on which the UK had to bring the people together. And perhaps during that time no one had come up with such an idea to divert the attention of the people, which occurred during the 1950s . From this era began to the shift towards an improved way of life that would take the country into an entirely different era. This era today is called globalization, a phenomenon that brought many parts of the world together through faster communication systems. Globalization has in fact resulted due to the fact that communication systems have been boosted in recent years. This is also the reason why the present age that people live in is called ‘the age of communication’. Literature Review: The expansion that has been witnessed today in organizational structures an effect of globalization too because they are spreading almost all over the world. As Organizations expand it is understood that they tend to face problems in efficiency. These problems need to be handled carefully in a logical manner so that smooth running of the organization can be restored to the way it was when it was located in its originating country. For this to be handled effectively, communication also needs to be of the highest level. Problems in efficiency may emerge due to the lack of communication or the lack of skills with newer personnel employed in the firm. This is because they are not aware of exactly what the cultural atmosphere was at the original location of the firm. Since they have been newly employed they are bound to face problems such as these. Strengthening the leadership of an organization automatically means that operations will be handled well, which in turn means that there will be financial gain at the end. In addition to this there won’t be a shortage of executives if organizations indulge in setting up proper training plans for their apt employees. These plans should be implemented both, at home and abroad too so that uniformity is maintained throughout the organization. It is also essential that trainers do not get polarized in any one location geographically speaking. They should be allowed to exercise their skills and implement them wherever possible. This means that they will also gain maximum teaching experience which they can share with whoever the work with and teach. Three leadership techniques that have been found to increase the performance of an organization: An efficient and lean organization; A talent management plan that focuses on attracting and retaining high-performing individuals; and A performance management program that â€Å"rewards employees who meet set goals† (Dorgan, Dowdy, 2002) From the above points one can see that the major problem that lies in organizations spreading into other cultures is the internal conflict, but aside from the internal conflicts the trend of marketing American products abroad is one that is patronized by the people of those cultures. It is the people that make this possible, as human beings are almost always ready for a change especially if it isn’t going to harm them. Accepting new trends that are already in vogue in other neighboring countries is something that further motivates people into welcoming UK products. However, this is not only the case with receiving UK products in Asian countries . There is now more scope than there was ever before for products to be marketed. The marketing of goods across the globe is yet an extension of what took place in the 1950s. This may be said because of the fact that the effects of this process of globalization are almost the same as what was seen in the United States during the 1950s. The process of people welcoming products that are brought nearer totem heralds the current trend in globalization. This is the same process that was seen during the 1950s when consumer behaviour was on the rise. This trend is extended to other places in the world today through globalization, which means that there are a whole lot more people aware of what is available around the world. This also means that there is a lot more stuff for people to be engrossed in, which would further help people to be relieved of stress in their everyday lives. But it also must be realized that there are other things to consider besides stress relief and extension of cult ure (Annesley,1998). It must be realized here that there is an intense effort to control people economically through consumerism. During the 1950s this was seen as people bought what was advertised. Similarly, this is seen in many countries around the world that buy American products. An Example of an Organization in the Automotive Industry For this section, a fictitious organization has been named, but contains data that is relevant to the automotive industry and present-day values. In contemporary times this may seem to be a problem, as one may not really know which product to trust and which will be dependable. As opposed to having to depend on particular advertising to learn about products, people have often used other customer experiences as their guides. This means that people without experience of a particular product have in fact waited for others to purchase it; the observers its back and observes the performance and customer satisfaction. If a product happens to satisfy a customer, others will certainly be willing to use the same service providers. Hence, it can be seen here that reputation does matter to service providers and customers. In addition to this, it must be noted that experience of customers can be used as a vital tool in promoting services. This overshadows the uncertainty of that advertising may often portray. Though advertising is an essential strategy in promoting a product, it must be realized that there are several people that are not easily convinced simply through product display and the like. In view of this, customer testimonials are essential in proving authenticity of a product, as this proves how many customers have been satisfied and what customers have to say about. This is what many organizations are doing these days in order to boost their services. Indeed, EXCEED is one of them; EXCEED is a motoring supplier, and caters to a significant part of UKs market. In doing so, it needs to reassure its customers of its services and dedication them all. EXCEED is believed to be a credible motoring product and services supplier because of its reputation; its reputation is one that has been gained through reliability that customers have experienced through time. In view of this, more and more customers have turned to EXCEED services, as they have been convinced by other customers experiences through time. However, it must be asserted that an organization that operates as one of the biggest in the UK, cannot simply rely on word of mouth for gaining more business or maintaining its position in the market. Thesis because of the fact that competition can easily overturn one’s reputation. In view of this, EXCEED has to go on promoting itself and has to do so in a positive manner by focusing on its strengths and either ameliorating or doing away with products and services that are not gaining headway. Currently with the reputation EXCEED has, it is the leader in the Upmarket, attending to millions of customers. It has more than 12 million drivers depending on them, has around 3500 uniformed patrols on the job, and caters to 7.5 million calls every year. It is apparent that with this kind of healthy activity in their business that EXCEED is number one. However, like any other organization that provides services and products, EXCEED is not satisfied with what it is doing in the sense that it wants to enhance services that are viable and either do away with or improve the services and products that are less in demand. In doing this, they have an understanding of the market and what their potentials are, and this lays the platform for EXCEED to construct strategy in terms of marketing and advertising; a strategy that they and the customers too would gain from.*EXCEED also has been on the risen terms of the customers that turn to them. this is a positive sign because the number that turn to their services and products each year. With selling more than 650,000 breakdown policies a year, something that they currently specialize in, there is even more scope for improvement (Breakdown Cover, 2005). According to the figure below, one can easily observe that breakdown is apparently the primary source of income in EXCEED. There are other sources as well, but this is the most important one, and indeed one that they are promoting. The important point to realize here is that EXCEED knows its strengths well due to the fact that they have kept close watch on all the activity in the company. They know their past well, they know what is going on at the moment, and they also know what their chances are in the market. In view of their potential being strongest as far as promoting breakdown services, EXCEED believes that its marketing and advertising strategies are of immense importance, as it is through these tools that they can manage to attain a wider segment of the market. In view of the current state of affairs in the market, the following are worth noting. Product Holding: Volume Breakdown (motoring): 2,300,000 Motor and home Insurance: 500, 000 Other Financial Services: 45, 000 Breakdown and Insurance: 600, 500 Breakdown and Financial Services: 50, 000 Insurance and Financial Services: 5, 500 Breakdown, Insurance and Financial: 32, 000 In developing further strategies in order to improve EXCEEDs name and services, it is worth generally putting together some of the features around which the company could work. Below are few points that help paint a picture of EXCEEDs functions EXCEED is believed to offer more than just breakdown coverage; it offers: EXCEED UK Breakdown Cover EXCEED 5 Star European Breakdown Cover – Round the clock English telephone assistance. EXCEED Motor Insurance – 8% discount on line. EXCEED Home Insurance – They fish out a panel of insurers for their customers. EXCEED Car Data Check – Recovers hidden history of a used car in case you want to purchase it EXCEED Vehicle Inspection EXCEED Travel Bookshop – 18% off on line from the UKs largest provider of travel guides. EXCEED Driving School – Nation-wide EXCEED approved instructors Database Strategy through the Internet: Considering the fact that EXCEED has been allotted around 14 million Pounds to promote their services, it appears that an appropriate promotion can be created. Generally, for this first step, around 40percent of the fund may be used. This is because a database has to be established if any current one cannot be used for the proposed plan here. In addition to this and appropriate interface has to go along with it, combined with special features that only allow input on the part of customers. In view of the services that are already being provided, EXCEED needs to search into customer needs. This search would have tube conducted through getting their feedback. It is obvious that asking each and every customer about what they would like EXCEED to provide them would not be feasible; it would be better for the customers to have access to EXCEED. This could be done through allowing customers to have access to an interface through which they could feed in their comments and recommendations online (Fill, 1999, 53-59). They would not need to have passwords and things to that effect, as the feed in process could be made plain and simple for them. This could be carried out through creating some sort of forum where customers can view other customers’ views as well, and thereby give them even better ideas to suggest. In addition to this, the service could have a feature that provides one access to feed in their views, but after entering them, they cannot be deleted. In other words the program manager would only delete whatever is posted in the forum. In this way, comments posted would be safe (Yandi, 2001, 15-21). In addition to an online provision, at outlets where EXCEED services are provided, the company could maintain on hand comment leaflets or even registers for comments. The leaflets would provide customers with the opportunity of filling in their comments while they are free. The registers would have to be filled in on the spot. The data from these registers could enter into another portion of the online database for comments and views. The leaflets when filled when the customers have time could be dropped off at any EXCEED outlet of services. The data from these could also be accumulated and fed into the database as well (Tapp, 2000, 22-34). In addition to customers posting their comments, it is also advisable for EXCEED to develop a means through which employees such as the patrolman could give their views and comments as well. With this type of feedback EXCEED would be able to determine to what extent each side’s comments are practical. While the customers want services to improve according to their convenience, EXCEED also has to look at the possible changes from the employees angle. This would help the management come up with ideas that would satisfy the customers as well the employees in terms of easing their services to the customers (Tapp,2000, 22-34). In view of the management receiving all the comments through the database, the data needs to be sorted appropriately. Since it has all been collected under employee views and customer views, there is basically no real need to segregate the comments even further. However, there’s need for better arrangement in the presentation of the collected comments. This refers to the placement of services throughout the country and where the comments have been received. This also means that in each comment entry, a customer has to state which part of the country s/he is in. Depending on whether there is sufficient services in particular areas or not, EXCEED can enhance its services. In addition to this, they can set to work on the requested services. Since it is the Breakdown services that EXCEED wishes to focus on according to the potential in the business, they need to construct the feedback system according to what has been described above. In view of such a database interface being constructed and implemented, it also facilitates customer comments after improvements in services have been made (Smith, 1998, 25-41). In view of the use of database, it must be asserted that the major cost of it is only in the initial stage. This is because once the databases setup; it only has to be maintained and monitored. Direct Marketing Customers Program for existing customers: In the direct marketing step, it must be asserted that at least another 3.5 million – 5 million might have to be invested out of the budget. This is because of the fact that EXCEED needs a stronger approach to its current customers; EXCEED requires a more comprehensive set up with more communication employees in order to realize its goal. Assuming the amount is invested, the following course of action can be taken in order to develop direct marketing. Though EXCEED recognizes the fact that it has tremendous scope for improving the grip it has on the market and would certainly want more customers, they are wise in the sense that they acknowledge the value of their present customers; they know that if they satisfy their customers their reputation will remain as it was if not improve. In addition to this, it must be asserted that a company has better chances of maintaining stability in all forms when it focuses on the market it has already captured. Maintaining current customers is essential in terms of financial stability as well as customer loyalty. This is because the customers get to know that the company cares about them through the services that it provides them with. EXCEED knows its products and its customers too, but they need to remain in touch with them in order to make adjustments that the customers need. In view of this concern, the customers feel that the company cares about them; EXCEED needs to make the customers feel this way in order to make sure that the customers dont feel abandoned or stuck with a product. Hence, there is a need to make sure that each and every customer is aware of the fact that they can communicate with EXCEED directly (Evans et al,2004, 43-44). In view of the direct communication that is a major part of promotional strategy today, it must be asserted that EXCEED needs to communicate with its customers today as much as possible. In order to communicate with them they can have in place customer relation officers. These officers are in charge of remaining in touch with current customers. Indeed, there are many of these officers employed because of the fact that there are also many customers that have to be dealt with. It is not an easy process but certainly is one that is necessary (Pickton, 2001, 64-67). Considering the means of communications used, e-mail, telephone, fax,etc. are the commonly used ones. Postal mail is also used as a means of contact. However, emailing and telephone contact are most commonly used. Similar to the communication process that communication officers use to stay in touch with current customers, it also must be asserted that customers use the same means as well. In fact, they may even be familiar with the communication officers who deal with them. This gives one an idea of how the direct communication process works and how effective it is. Certainly, if a customer becomes familiar enough to know a communication officers name, it is obvious that the communication process used is effective enough to get desired messages through (Smith, 1998, 25-41). In view of the effectiveness of the communication proves, it is clear that product promotion can be enhanced. All the communication officers have to do is follow the instructions of the product and tell the customer about it. In addition to this, they can supply them with ways and means of getting hold of the products. Regarding the communication process being simple, it certainly is, but when one has to focus of the breakdown of it all, it gets a little tedious. This is because of the fact that one needs to know the market well, and see who is interested more in the products and services that EXCEED provides. In view of this, there are few factors that have to be taken into consideration. These include: age, gender, ones occupation, lifestyle,etc. Though most people who use EXCEEDs services would want to know more about the products and services the company has to offer it must be asserted that research into the current customer behaviour reveals that there are particular groups that are more volatile and more viable to work with. This is why communication officers may work more with some customers and less with others. This is not seen as being prejudiced in any way, but it is true to say that the process takes into consideration customer behaviour, and since EXCEED is dealing with millions of customers they need to focus on the ones that they need to build and maintain relationship with. This is precisely what boosts customer loyalty. As far as the customers that are not communicated regularly with, it must be asserted that they are also important customers but they are ones that are easily satisfied with the services they get. In view of the particular factors that are taken into consideration, it must be asserted that in the UK, both men and women are users of EXCEED services, especially breakdown services. While men are still more likely to be customers, younger age groups are almost even. Older men are more likely than older women to travel long distances, while older women are still likely to be drive and use EXCEED services. As far as one’s occupation is concerned, both men and women are likely to be service holders of EXCEED because of the fact that they are compelled to drive around. Lifestyle is another thing that is taken into consideration. Again men and women are both likely to use EXCEED services, but the younger they are the less likely they are to have EXCEED services. In view of some people not having EXCEED services, they can be targeted through the marketing strategy; current customers could be used to spread the word around. However, the more important point to focus on includes the need to market EXCEED more to people that have already used EXCEED services. If they have not been using the services recently, they can be contacted and reminded of their expired membership. In view of communication methods that need to be used, email and telephone is most commonly used. Almost all people have an answering machine on at home and a message would be easy to leave for the. Those that have cell phones could either be called or a message or mail could be sent to them. Emailing is common, and for those that use Internet facilities commonly can be easily contacted through it. In view of each customer’s profile, various ways of getting in touch with him or her need to be mentioned(Brierly, 2002, 27-29). Customers may be asked on order forms how they might be contacted; these details are noted down in order to make sure the more appropriate means of contacting a customer may be used. In addition to the communication means mentioned above, EXCEED could also promote its products and services through alternative means. This would include promoting products through magazines, television, periodicals, radio, and the Internet. This strictly refers to advertisements that are not personal, as they are opposed to emailing or telephoning a person. Though advertising in the ways mentioned here is quite effective, it must be asserted that it is not the kind that would stimulate the customer’s emotions. Customers need to be contacted directly when they are or have been regular customers of EXCEED or any other company; it makes them feel valued, and again here it must be emphasized that the value of these feelings are crucial to maintain EXCEED services as they currently are offering incentives is important whether communication officers use direct contact of advertising strategies (Percy et al, 2001, 18-28).The difference is that when customers are contacted directly and told about the promotion they feel more valued. What EXCEED could do is circulate information about a new product among their current customers; they could tell them all the important details about it. At a later date, the product information could be revealed to the general public through advertising in magazines, one the Internet, etc. Since the regular customers would have already gotten the information first, they would feel more appreciated and valued. These are the kinds of techniques that could be used current customers as opposed to potential customers because it is the current customer that comes first. This is because of the fact that EXCEED needs to make sure its reputation and business stand as it is and not be lowered. Acquisition Strategy for new Customers: For this part of the promotional plan, EXCEED is left with a minimum of 3million Pounds. This means that funds might still fall short because television and radio promotion in addition to other forms will have to be used here. However, since television and radio communications might be used in the previous step, promoting products for newer customers could also be included. This would help save great deal of the funding, thereby allowing the whole promotional plant be implemented. The following includes how EXCEED might implement their plan to include new customers with the funds in hand. Since EXCEED has already discovered the market and are aware of the immense potential that lies ahead, they can implement a strategy that would cater to potential customers regarding Motoring Services, Financial Services and Travel Services. Random marketing strategies could be easily employed. It must be asserted that advertising through the Internet, magazines, radio and television are all appropriate means. In view of the cost factor here, moderate advertising through television could be implemented in order to fit the budget given. Advertising through the print media is considered to be more feasible. This is because EXCEED could have their advertisements placed in periodicals or magazines that are associated with motor companies(Yandi, 2001, 15-21). So when customers purchase cars or go through magazines that have information on particular cars, it is most likely that they would come across the advertisement. As far as motoring services are concerned, this is an appropriate means to advertise. However, as far as financial services are concerned, it would not work. EXCEED needs to target its potential market, regarding financial services, through a means that would create more chances of potential customers viewing the advertisement. When it comes to financial services, it is better to place ads on television and radio along with other products of EXCEED. In addition to this, it also must be asserted that advertisements for financial services must be places in magazines where financial services are offered for related products. This is believed to boost the chances of a companys product getting a response (Brierly, 2002, 27-29). Concerning Travel services, it must be noted that EXCEED could advertise through television and radio along with its other products. This would save them spending excess funds on separate advertisements. However, the main advertising for travel services would have to be done through travel guides. Just like other agencies and organizations advertise EXCEED too can do the same. the advantage is that EXCEED would probably be recognized through its name from other services and products it provides. In view of this, it must be asserted that there is also the reputation of EXCEED that can be taken into consideration(Brierly, 2002, 27-29). It must be considered that EXCEED is a company that already has many customers that it looks after and remains in contact with. Through this contact as well, services and products can be enhanced. This is a process that could indeed save some of the funds put towards promotional strategies. However, it is also worth considering whether it would actually be suitable to advertise through customers that are regular. This is because of the fact that some customers might feel that they are really being used to promote a company free of cost. Ot