irony

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irony

William Golding, the author of Lord of the Flies, used irony to tell his story of a group of young British boys stranded on a deserted island. The readers can clearly spot the irony in the dialogue and Ralph, one of the main character, is also aware of the irony in his situation. The irony in the novel forces the readers to step aside and think about the hidden meanings the author is trying to express.

The first example of irony occurred in chapter two. Jack says to the group of young, impressionable boys that Weíve got to have rules and obey them. After all, weíre not savages.(Golding )However, in the following chapters Jack is the leader of the tribe and encourages the boys to forget civilization and act upon their primitive instincts. They ignore the laws that they all have agreed to follow while on the island and commit heinous crimes against humanity, such as torture against both humans and animals, and murder. They no longer act like English schoolboys who are the best at everything, but like savages.

Relatively early on in the novel Ralph comes to terms with his situation. He realizes that much of oneís life is spent just keeping out of danger and staying alive. After understanding the complex, yet realistic, view of life he remembers his first impression of the island and how he thought they would have fun on the island, like living in one of his books. Now he




realized what life on the island would really be like.

There is irony in Piggyí s name. The boys hunt, kill and eat pigs on the island. Not only do they kill the pigs, they enjoy it tremendously. Piggyí s name suggests that he will be a victim of the beast. Not the beast the boys on the island fear, but the beast within each of them. The author is saying through Piggy that because they kill and eat the pigs they become the beast.

Ralph prays to the adult world to send them something grownup, a sign or something. His prayer is answered by a dead parachuter, a casualty of war from the fighting going on in civilized society. The dead man is powerless to help the boys. He actually causes more problems. He is mistaken for the beast and causes more fear in the boys and drives them closer to becoming savages.

Piggy often says that they act like a crowd of kids. He says to Ralph that grownups know things. They ainít afraid of the dark. Theyíd meet and have tea and discuss. Then things Ïud be all right. This is perhaps the best example of irony in the novel. It is because the adults could not get together and discuss their problems that they were stranded on the island in the first place. If they had been able to meet and discuss they boys would have never fleed their school and would have never been shot down, therefore avoiding ever being on the island.

William Golding used irony in Lord of the Flies as a way to make the readers step back and think about what he wrote. If he had not wrote the story with ironic twists and hidden meanings many people would miss the meaning of the book. The readers would be able to finish the novel without thinking about the issues that you are meant to ponder after reading Lord of the Flies, such as evil, spirituality, society, man versus the unknown, man versus himself and many other important themes in the book.

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handmaid's tale

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Dystopian literature was the key element to Margaret Atwood’s novel ‘The Handmaids Tale’. The novel itself is a fictive masterpiece in which an imaginary place called ‘Gilead’ in the United States was considered as a ‘nightmare world’.

Atwood defines the Commander in the novel in an idiosyncratic way so that he is significant in the text. The presentation of him gives the sense of ideology of why Gilead was lead to be an unpleasant surrounding and how women were oppressed just to control the declining birth rate caused by the environmental pollution. Commander’s importance is the main theme to explore and how Margaret Atwood presents him for the purpose in ‘The Handmaids Tale’.

The commander himself lacks bland description when Offred first mentions him. This apparently shows that normal men in power can be a threat if this power is not controlled. He has a powerful authority figure in the household ‘but to refuse him could be worse. There’s no doubt about who hold’s the real power’. If Offred doesn’t meet him in the study like he asked, there will be dire consequences; she might be declared as ‘Unwoman’ and sent off to the colonies. She has to obey all his commands just to be on the safe end.

The adjective Atwood uses to describe him was his ‘grey’ hair allowing the reader to know he is of old age. He is presented as an old-fashioned gentleman on his own territory since he is the eldest and has the male power. This image does begin to break down during the novel as Atwood reveals that he was the founder of the Gilead system ‘the problem wasnt only with the women, he says. The main problem was with the men. There was nothing for them anymore’. That was his explanation for all the distress that women suffered and for everything they had lost. He is the immediate agent for Offreds oppression and he holds the responsibility for the totalitarian society. This feature is a necessary convention of dystopian literature as the regime controls everything from liberty to rights.




His strong image soon loosens when Offred meets him in his study and her first impression of him was almost likeable. He was not cruel and he seemed to be a prisoner of Gilead himself just like the women. He wanted genuine companionship and human contact. His acts of rebellion portray this attempt as he asked Offred for a meaningful kiss ‘Not like that’ ‘As if you meant it’. He behaves in a shy, courtly fashion around Offred, which doesn’t resemble the male power figure. He shows his tender side and his emotions unfold. He explains he’s wistful disappointed at the coldness of Offreds kiss showing his desperation for something worthwhile. It’s a parody of a conventional affair. This reveals that Gilead itself is fundamentally flawed and even those who are supposed to benefit are frustrated by it.

Atwood signifies the commander in specific way in contrast to Offred’s life. His affair with Offred is similar to Offred’s affair with Luke before they got married. Offreds past is becoming visible again in an unusual form and circumstance. Even though he is having an affair with Offred he does not understand Offreds problems and how she is coping with the rules and regulations of the regime, which he created. He laughs at Offreds admission that Handmaids put butter on their hands ‘that’s very clever. Butter. He laughed’. Their ingenuity pleases him and doesn’t realise that their lives are under constant scrutiny. He doesn’t emphasise their humiliation by being treated as ‘prize pigs’ and only being considered for their reproductive organs. Only they matter, the rest of the body is a ‘cloud’ transparent, barely visible. This can suggest that the commander is selfish, inconsiderate and self-interested since he has no true sympathy or affinity for Offred. He is trapped in traditional patriarchal assumptions by allowing exploitation of women despite his apparent gallantry towards Offred. He only wants to use her for his pleasure, which he lost himself.

Atwood reinforces him in an adequate way so that he compartmentalises his life. His marriage to Serena Joy is one section that is incomplete because they lack kinship of children. He still works as an enforcer of the rules of the totalitarian state. His role towards the Handmaids are on another basis and he manages to keep all his different sectors distinct from one another and treats them separately even thought they are linked to one another.

Atwood reveals the commander’s acts of kindness by allocating Offred with hand lotion and magazines ‘I have a present for you’ ‘it was a magazine, a women’s magazine’ shows Atwood’s intention to imply that Gilead is the result of both men and women’s decision. His desire at Jezebels, a brothel shows his hypocrisy and his actions were against the religious beliefs. The Gilead he established, the rules he formed he did not accompany showing his contumacy.

In conclusion Margaret Atwood presents the Commander in a precise way mainly showing him being in an unpleasant situation and there is no escapism. His own plan, the birth of Gilead restricts him from the luxuries of a woman that would please his desires hence that is impossible to overcome. His power, authority and high status are meaningless because of him being depressed, lacking friendship and feeling lonely. He posses an ethical problem for women and for himself and his unhappiness leads to him being a prisoner of Gilead’s structure as anyone else. Gilead subjugates both men and women but the Commander has no true understanding of the plight of women and how they are tyrannized. Therefore Margaret illustrates the Commander as a powerful male hence weak and loveless in his own unfortunate circumstances.



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Hypnotic Melody in "Echo"

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Known to early-0th century historians as a prominent Victorian feminist, Christina Rossetti actually lived a quiet, conservative life that was greatly affected by her staunch adherence to the doctrines of the Evangelical branch of the Church of England. Two separate engagements to be married were broken due to religious differences. Rossetti was not able to overcome these disagreements with any potential spouse; she was never married and lived as a recluse for the last fifteen years of her life. Perhaps because of these obstacles in the path of her romantic life, a major theme demonstrated in Rossetti’s poems is the longing for true, lasting love. From an early age, she also suffered from several severe health problems, including a mysterious disease, which was diagnosed sometimes as angina and sometimes as tuberculosis. She was eventually to die of cancer at age 64. It is possible to speculate that because of her health problems, Rossetti constantly felt that her death was impending. This would explain the preoccupation she seems to have had with death and its potentials; in fact, she wrote several poems from the standpoint of someone already passed into the realm of the dead. “Echo” draws on both familiar themes of death and lost love. The elements of style prevalent in the poem are invaluable in conveying the dreamlike tone of the poem.

The first stanza begins with an invitation to the lover to return at night, in the form of a reverie. The stanza begins explicitly, “Come to me in the silence of the night;” (1) and repeats the request “come” at the beginning of each of lines one to three, and line five. The immediate and clear entrance of repetition provides a commanding introduction to the poem’s melodic tone. This instance, however, is the sole occurrence of repetition in the poem until the idea of death is introduced in the second stanza.

Another element of style introduced in the first stanza and continued throughout the poem is the prominence of assonance. Although not featured as heavily in the first stanza as in the last two, the effect of alliteration is unquestionable and significant. Among the most noticeable instances of assonance are the repetition of the “o” sounds in “O memory, hope, love of finished years.” (6), and the interlinked “o”, “i”, and “e” sounds in “That opening, letting in, lets out no more” (1). These occurrences serve the crucial purpose of linking their respective words, allowing the poem to become a fluid, collective piece. The profound effect of assonance in the first stanza of “Echo” becomes clear when one considers the alternatives. If, for example, Rossetti had chosen close synonyms in the place of several key words, the feel of the poem would have been quite different. “O memory, hope, love of finished years.” (6) might become “O remembrance, faith, desire for finished years.” While the meanings of the individual words are extremely similar, the tones evoked by the two lines are completely different. The altered line is choppy and does not flow at all. The original, however, is an entirely different story; the linked vowels create a smooth, streamlined, and indeed dreamlike mood.

One more component adding to the melodial quality of the poem is the distinct form. There are three stanzas; each stanza is composed of a quatrain with alternating rhyming lines (in other words, pattern ABAB) followed by a couplet. Rossetti constructed this piece in iambic meter of alternating lengths. In general, each stanza follows a pattern of three lines of iambic pentameter followed by one line of iambic trimeter. A line of iambic dimeter follows the line of iambic trimeter, and each stanza is concluded with a final line of iambic pentameter.




This pattern, however, is slightly varied in the second stanza. Instead of the pattern just discussed, both the second and sixth lines of the stanza (lines eight and twelve) contain an extra unstressed syllable, creating a feminine ending and departing from the overall masculine trend of the piece. Lines eight and twelve both introduce a rather somber aspect of the poem. Their reunion should have occurred in Paradise, says the speaker in line eight, implying that the two are destined for different afterlives. Not only are the lovers separated by their current situation, but apparently they will never be reunited, even in Heaven. Interestingly, Rossetti seemed to live her mortal life in such a way as to avoid this plight; extremely devout in her Anglicanism, she rejected two fianc�s because they were not “Christian” enough. The twelfth line creates a vivid and distressing image of one lover waiting inside the gates of Paradise, waiting for her loved one to enter; however, she can not exit to find him on earth. Both these lines illustrate the permanence of the lovers’ plights, and the departure from the overall iambic meter of the poem helps to accent this permanence.

The temporary modification of the meter is not the only change that occurs in the second stanza. A noticeable increase in the amount of repetition throughout the poem also begins in the seventh line. “Oh dream how sweet, too sweet, too bitter sweet,” (7) says the speaker; while the words of the first stanza are melodious and pleasant, this is the first indication that the “dream” of reuniting with her lover is impossible. The repetition of “sweet” alerts the reader to the poet’s hopelessness. While “sweet” carries positive connotations, “too sweet” holds a warning that something must be amiss; “too bitter sweet” provides an assessment of the dream that is definitely negative, although the reason is at this point unknown. It is difficult to miss the prominent use of repetition in the first line of the second stanza, and this use makes it also difficult to miss the change in attitude.

The repetition re-introduced here continues and gradually increases throughout the last part of the poem, ending with three lines entirely dominated by repetition. Rossetti writes “Pulse for pulse, breath for breath Speak low, lean low, As long ago, my love, how long ago” (16-18). The reiteration of “pulse”, “breath”, “low”, and “long ago” punctuates the lines; they seem to create a lasting image of the permanence of the lovers’ plight. The four phrases are repeated methodically, rhythmically, and utterly sadly. The repetition conveys an image of a person in a trance, whether it is the trance of sleep or that of death. While heartbroken by the turn of events that has befallen them, the speaker makes no effort to convey hope in the future. She knows that there is as little chance of reunion as she believes there is of changing the laws of Heaven and Hell.

Written in 1854, after her first broken engagement but before her second, Rossetti writes “Echo” in the form of a dream of a lost lover. Most notably, she makes use of a strict rhyme scheme, assonance, and iambic meter to create a lulling, melodic rhythm reminiscent of the persuasive dreams that are had every night, countless times across the world, by romantics dreaming that their former lover has returned. It is after the second stanza begins, however, that a heavy pattern of repetition becomes more obvious and the poem begins to take on a more sinister import. The reader recognizes that the speaker of the poem is not an average dreamer, but rather a departed woman longing for her former lover, who remains among the living. While the sounds of the alliteration and assonance that are prevalent throughout the poem contribute a sensual, dreamlike quality to the poem, the appearance of significant repetition in the second two stanzas punctuates and explicates the poem’s morose undertones.

References

“Christina Rossetti An Overview” http//www.victorianweb.org/authors/crossetti/crov.html

“The Dead Woman Talks Back Christina Rossetti’s Ironic Intonation of the Dead Fair Maiden” http//www.victorianweb.org/authors/crossetti/gpl1.html G.P. Landow.

“Love as an Influence on Christina Rossetti” http//www.victorianweb.org/authors/crossetti/rossetti.html. From The Romantic Imagination, C. M. Bowra. December 18.

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Legalization of Prostitution

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Prostitution is often called the world’s oldest profession. It’s been around since the beginning of time and can be traced back to ancient civilization. Prostitution hasn’t stopped after thousands of years and it’s not going to stop anytime soon. Prostitution is already legal in some parts of the world, but not in Canada and the United States. I think it should be. I think that legalizing it would solve more problems than it would create. If it was legalized people could be protected from diseases, the streets could be kept cleaner, and prostitutes would have a safer working environment. Does prostitution really hurt anybody? It benefits both the prostitute, and the customer. The prostitute gets their money, and the customer gets their pleasure. It fulfils both people’s needs. Even though prostitution is not legal, it will continue to happen. They will find a way around the law, and continue with their business. If it is legalized, laws can be made to keep prostitutes and people safer than they are now.

Some people don’t think much of prostitutes. They think that they are all drug addicts who spread diseases. This may be true in some cases, but many are just trying to make a living and are very clean. For the few bad ones, they would be the ones who would most benefit from legalization. They could be provided with the necessary health and safety items to prevent any diseases or sicknesses from spreading. If prostitution was legal, they could have a designated place to work. This would keep residential neighbourhoods and other valued streets clean. It will be impossible to stop prostitution but it can be controlled. The government could legalize prostitution requiring the prostitute had a permit, and got drug tests, and medical exams on a regular basis. If any banned substances or diseases were found, they would be stopped. Prostitution would be considered a business and would have to pay taxes like everyone else. The tax money could be used for something useful, like helping the prostitutes find a better job, and help get them off the streets. If any violations were detected, then the law would be enforced.

Another benefit to legalizing it is that prostitutes would no longer need a pimp. This would help prevent pressure to drug use. It would stop pimps from abusing their prostitutes, and the prostitutes wouldn’t be afraid to quit their job. Other opinions are that prostitution should stay illegal. They think that if the government legalizes prostitution, they are turning themselves into pimps. They are taking responsibility for prostitutes. This may be partly true but at least the government won’t beat the girls and lead them towards drugs.

Does becoming a prostitute make you less of a person? I think a person’s choice of occupation should not be put down. It’s that person’s choice to do what they do and, whether you agree with it or not, they still deserve some respect. Some are concerned for the prostitute’s children. What does a child tell the kids at school that their parents do for a living? This is one problem I have not got a solution to. There will always be an ethical concern. The problem exists now, and it will exist if prostitution is legalized.




There are many fair arguments against prostitution but I think the benefits to legalizing prostitution are greater. If you legalize it, you can offer more help and protection to the prostitutes. The people will be kept safer. It is going to happen whether we like it or not, so I say we control it. Don’t let be harmful to society. The human sex drive can’t be prohibited, so why is it? Fighting against human nature is a battle that can’t be won, so why fight it?



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Dear Sir or Madam

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t¡¯s my honor to have you attention to read my job---hunting materials. My name is wangyan I¡¯LL graduate from college soon ,. In order to entry into the society earlier ,So please allow me to introduce myself .

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my practice ability by taking part-time jobs .of course , I know it is not enough for me to have only it ,so in my spare time ,I sturdy computer knowledge and till now I have master basic operation specially frontpage and photoshop .of course ,I also like socialities to increase my experience.just like markt investigation,



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An Evaluation of the Tourism Industry in the South West of England and a Segmentation Analysis and Determination of Relevant Target Customer Groups

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Executive Summary

This report details an evaluation of the tourism market place in the South West of England looking at changes in the market and the factors (PESTE Political, Economic, Socio-cultural, Technological and Ecological) affecting the tourism industry.

A segmentation analysis was carried out looking to identify target customer groups for Tintagel Castle, Cornwall.

The principal groups identified were the visiting friends and relatives category and family groups including pre-family, with family and post family.




The buying criteria that the target groups will apply when deciding which attraction to choose to visit were briefly considered.

Table of Contents

Page

1.0 Introduction

.0 Market Place Evaluation

.1 Segmentation 4

. The Segments 5

. Targeting the Segments 7

.4 Buying Criteria of the Segments 8

.0 Conclusions

4.0 References

5.0 Bibliography 10

Appendix 1 - Tourism in the UK

Appendix � PESTE Analysis of the South West Tourism Market

1.0 Introduction

In order to maintain or increase the number of visitors to the castle it is important that we understand and meet the needs of the visitors. As such it is important that we can analyse the market place and identify who are our primary visitors and target our marketing at the groups or “segments” that will maximise our visitor numbers through appropriate channels. To determine market segments and decide which market segments to target it is first necessary to carry out a market place evaluation. Broadly this would encompass political, fiscal, economic, legal, technological and ecological factors that will affect the tourism industry in the UK as a whole and more specifically issues relating to the South West.

• Aims and Objectives

To carry out a market place evaluation of the South West of England region and to conduct a segmentation analysis of the local population. To determine the relevant target customer groups and consider the criteria they will apply to the buying decision.

.0 Market Place Evaluation

Tourism in the UK is not a growing industry for many reasons, see Appendix 1. The South West plays a major part in this industry attracting more visitors than any other UK region (outside of London)1. This means that tourism in the South West is the primary source of employment and prosperity. See Appendix for a full PESTE analysis of the local market place.

.1 Segmentation

Segmentation is the dividing of the market by identifying and profiling distinct groups of potential customers. These groups of potential customers would share similar wants and needs. These groups must be viable and reachable to be used as targets. Broad segmentation groups would include geographic, demographic and physcographic factors. Geographic factors would encompass both overseas visitors and UK holiday makers. Demographic factors which would be relevant would include income, social class, life stage; pre-family, with family, post family. Physcographic factors are also important as people with different lifestyles, personalities, and values will regard the South West in very differing views. By targeting the market segments that present the greatest opportunity and customizing our services and products, and thereby selecting the best distribution and communication channels it should be possible to increase visitor numbers and maximise profits.

To target the segments it would be best to draw up a marketing mix for each segment presenting the best opportunities. Before doing this it is necessary to make sure each segment is viable. That it is measurable; is there enough people in the segment to be sustainable; actionable, can we adapt to suit our offering to this group; and accessibility, can we reach our target market both geographically and through media.

Market Research has showed the following breakdown of visitors’ profiles to attractions in the South West in 001 see Table 1 below.

Type of Visitor %

Local Residents and their visitors holiday 6.1

UK holiday makers .1

Overseas holiday makers 10

Groups 11

Business 0.7

Others .0

. The Segments

• Visiting friends and relatives (VFR)

VFR is a very important category with the South West attracting more VFR trips than other UK regions. Last year 75% of adults in the SW region had visits from friends and relatives1. Tintagel is an ideal destination for this group.

Characteristically this group has and even distribution through the year with a peak at Christmas. They have a higher tendency for younger age groups; this is reflected in the relatively low household income. The majority will travel by car and therefore are very mobile.

Many will be visiting for a christening or wedding or other family occasion but a large number will combine this with a holiday.

• Family Groups

Pre-family holiday breaks

These are characterised by younger age groups, couples and singles either traveling alone or in groups. They have a high disposable income as they do not have so many responsibilities and will tend to head for livelier towns and cities. They look for a wide variety of activities and are quite likely to visit Tintagel, if it is not too far to travel. They would want to be with similar groups of people, so not older people or families. Internet and independent travel will be a strong feature for this group and many may arrive at short notice with little planning.

Family Holiday Breaks

Usually the less affluent in this group make a visit their main holiday but would rather go abroad. The trip to the South West may often be a secondary trip for people within this category who have a little more disposable income. The age group within this group is very wide, many having younger children. This leads to Devon and North Cornwall being very important due to the travel distance and time taken to get there, they will be drawn to the coastal and countryside areas. The wife/mother is the primary decision maker on these days out. This group will be seasonal, only really visiting during school holiday periods. Many families are looking for a ‘break’ from the children as well as looking to spend time participating in activities with them. The beaches in the area are free and therefore a big attraction when the weather is good. Therefore it is necessary to be attractive price wise as a family day out can be expensive. A good idea is to promote the beach near the castle (however access to the beach is difficult). Older children are more likely than young children to appreciate the historical aspect if it is portrayed in the right way.

Post Family Holidays

This is a very large segment for the South West market and the overall age in the UK rising so this segment is becoming larger. The overall age is probably 55+ and they usually would not be looking for activities primarily aimed at younger age groups. Attractions that would appeal are historic buildings, gardens, and leisure walks, all of this available at Tintagel. They primarily want breaks outside of school holidays as they will be avoiding families and children and will be more interested in exploring the countryside, visiting gardens and historic properties. Some of the older members of this segment will have mobility issues which would prohibit them from visiting due to the steep steps up to the castle.

• Activity Based or Special Interest Holidays or Tour Groups

People may be visiting as part of a walking club or historical group or a coach tour. These would normally be organized for the individual. This is not a large group and may encompass older post family groups. Many in this group will be looking for value for money and hoping that by traveling as a group they will be getting discounted entry to attractions but a castle visit is probably high on the agenda for the group.

• Overseas

Of overseas visitors Americans are largest in numbers and are drawn to historical sites but as the dollar has been weaker and due to global terrorism situation many Americans are staying in and holidaying in the US. The UK is an expensive destination for many foreigners to visit but for many the cultural and historical aspects of the UK can overcome the cost. Overseas visitors are likely to spend more than UK holiday makers.

. Targeting the Segments

So having identified the segments it is necessary to identify which segments should be targeted. It is necessary to consider the viability by looking at the attractiveness, profitability and accessibility of these segments.

It can be seen from Table 1, page 4, that the local residents and their visitors combined with the UK holiday makers are by far the largest numbers of visitors to the South West. Overseas visitors are in the minority so due to size and accessibility of this segment it should not really be considered viable. Many people within this group will naturally fall into other segments once they arrive in the South West. Group visitors again are a smaller percentage of the visitors to the region and are not really a viable group for targeting. However many traveling with tour companies may find Tintagel Castle on their tour itinerary as most travel organisers to the South West will be familiar with Tintagel Castle, this also makes targeting this group unattractive.

This leaves the VFR group and the family (pre, post and family) groups. All these groups are viable; they account for sufficient visitor numbers, the castle is able to offer something that suits their needs and wants, it is possible for us to reach and target these groups. The VFR group is perhaps the most viable group due to the ease of access for targeting. Most of the visitors themselves will not be responsible for the decision on where to have the day out but the local host will be. This makes marketing locally very important. When developing the marketing mix for these groups it would be necessary to take into account timing due to the seasonal variation in the visitors with family groups coming during school holidays, post-family groups coming outside of school holidays.

.4 Buying Criteria of the Segments

• Visiting Friends and Relatives (VFR)

The wants and needs of this group are usually (combined with hosts) interesting places to visit or days out. VFR will be looking for an activity that will be sociable and affordable. The hosts need to see the castle as something they can be proud to have locally and many of the hosts will be repeat visitors.

• The Pre-family Group

This group will need to have easy access to information and directions, the internet being an appropriate media, as availability of information will strongly influence their choice of attraction. They will be looking for an interesting and pleasant sightseeing day.

• The Family Group

This group is looking for entertainment for fair or wet weather and to include activities suitable for children. They will be looking for educational, interesting and fun days out. Cost is quite important for families. Families with very young children they will be looking for push-chair access which may be an issue due to the steep steps to the castle.

• The Post Family Group

This group are likely to be looking for such a historical site as a day out. It needs to offer value for money and be a pleasant, enjoyable and relaxing visit.

.0 Conclusions

It has been shown that the overall UK tourism market is not growing but that the South West region has a substantial share of that market. From the segmentation analysis carried out it was determined that the visiting friends and relatives group and the UK family groups were the best groups to target and the criteria that they will apply to the buying decision was discussed

4.0 References

1 LEONARD, G., State of Tourism South West � Intelligence Report [online], South West Tourism, Kingsbury Shaw, August 00 [cited October 7th 00]. Available from http//www.kingsburyshaw.com/tourismreport

KOTLER, P. Marketing Management. 11th ed. USA Prentice Hall, 00. ISBN 0-1-047150.

Promoting British Tourism [online], Her Majesty’s Stationary Office, Norwich. [cited October th 00]. Available from http//www.number-10.gov.uk/output/search.asp

4 Key Facts of Tourism for South West England 00, [online], STAR UK (Statistics on Tourism & Research), Exeter, 00 [cited th October 00. Available from www.staruk.com

5 . Billion pound foot-and-mouth Cost to English Tourism [online], Ananova Ltd., [cited] 7th October 00]. Available from www.ananova.com/news/story/sm_471.html?menu=

6 Germany � Economic Conditions and Prospects [online], UK Industry, Marketing Advice for the UK Tourism Industry, [cited th October 00]. Available from http//www.tourismtrade.org.uk/uktrade//marketintelligence/marketnews/germany.asp?componentid=1086&sourcepageid=1171#pagetop



7 Inbound Tourism � UK � June 001 [online], Leisure Intelligence Travel, Mintel International Group Ltd, [cited th October 00] Available from http//reports.mintel.com

5.0 Bibliography

McDONALD, M. Marketing Plans. 5th ed. Oxford Butterworth-Heinman, 00. ISBN 0 7506 565 5.

JOBBER, D., FAHY, J. Foundations of Marketing. Maidenhead Mc Graw Hill, 00. ISBN 0 07 708668.

Appendix 1

Tourism in the UK

Tourism in the UK is one of the largest industries contributing 74 billion pounds in 001 and employing .1 million people, about 4.5% of the UK economy. It is however not a flourishing industry as the annual bed space occupancy in the UK shows this5.

17 18 1 000 001 00

Bed-space Occupancy % 44 4 4 4 4 44



On a global scale there are a number of reasons for the lack of growth in the industry; including the strength of the pound, making the UK very expensive for many foreign visitors and the Asian economic crisis in 18. In more recent times the foot and mouth disease outbreak in 001 reduced tourist numbers, it was estimated that the tourism industry lost . billion pounds through foot and mouth5. This was followed by the terrorist attack in the US which deterred many people from traveling. 00 showed an improvement but the figures are likely to be down again for 00 owing to the war in Iraq and the outbreak of SARS which will have curtailed tourist activities. Other issues have included the opening of the Channel Tunnel and decreased air fares which have made it easier for people to visit the UK. Conversely it is easier and more affordable for UK residents to go abroad. Studies carried out have shown that the UK tourist is more important to the South West than the overseas visitor. Many people see public transport as being a problem in the UK with some very publicly highlighted train crashes raising safety fears, and service disruptions due to many factors causing reliability fears.

Appendix

PESTE Analysis of the South West Tourism Market

• Political

The UK’s stance on the Iraqi war has not been popular with many countries and the UK may be boycotted by some overseas visitors for example Germans strongly disagreed with the Iraqi policy6 but Germany, after the USA, has the highest number of visitors to the UK (UK Tourism Survey 00)4. . The abolition of ‘duty free’ within Europe may reduce the number of UK tourists traveling abroad. Overall the UK is seen as a relatively stable country, although there are some fears regarding terrorist attacks.

• Economic and Occupational

This is very important with job status and earnings have a large bearing on where and how long people will holiday for, the South West is often seen as a second, shorter holiday with many people, in the position to do so, taking overseas holidays as the main holiday. Many less affluent people will choose to take a UK holiday, those who cannot afford to take a longer break and have less time may not travel all the way into Cornwall but Tintagel is not as far as many other attractions. Transport and travel in the UK is expensive, many people see public transport as prohibitively expensive for families and groups and shows that between 71% and 85% used the car as the main mode of transport for their trip, despite the high fuel prices4.



• Socio-cultural

People are greatly affected by culture, this is the fundamental determinant of a person’s wants and behavioursp18 and will define the social classes.

Peoples decisions regarding vacations will be greatly affected by reference groupsp188 primary reference groups being family and friends which are highly influential on decisions. This is important for the South West as large numbers of tourists fit into the VFR (visiting friends and relatives) group. Market research has shown that within the social groups women usually make or have significant influence on decisions regarding holidaysp188. Other social factors include roles in society, status, clubs and organisations many people perhaps visiting as part of a nature society, rambling club, historical interest group or other organized tour.

On a personal level, age and status in the lifecycle will be important with holidays greatly shaped by families i.e.; singles, young couples, young families, older families and empty nesters (older couples whose children have left home). For example couples with very young children or the elderly or those with limited mobility may not find the castle suitable for access issues. Younger couples may be looking for something more exciting. Therefore these changes in lifestyle are important.

People’s beliefs and attitudes to the SW as a whole and their perception of it is very important. The perception of the South West as a region is crucial to the success of the region. It figures favourably in many reports with people citing good beaches, better weather than other areas of the UK, a wide range of activities, good scenery and countryside, a friendly and relaxed atmosphere. However on the downside other people also perceive the South West as being heavily congested and having bad weather, also the majority of people surveyed would rather go abroad.

• Technological

Changes such as the opening of the channel tunnel have made travel for Europeans easier though this may not be significant for the South West. The increasing use of the Internet has led to a decrease in tour groups8 and an increase in the number of independent travelers.

• Ecological

The weather in the UK is unpredictable and unreliable; this deters many overseas visitors and UK visitors alike. However the South West region is perceived as having some of the best weather in the UK and combined with the long sunny conditions of 00 this may be a plus point for the future.

.

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Report on a supermarket

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About ASDA

ASDA, which became part of Wal-Mart Stores Incorporated in July 1,was founded in 165 by a group of farmers in Yorkshire as Associated Dairies. The first ASDA store opened the same year, and since then has specialized in bulk selling at low prices. It expanded in the South in the 170s and 180s, and in 1,the company was sold to Wal-Mart � the world’s largest retailer.

The company now employs 10,000 colleagues, who have a reputation for being the best and the friendliest in the industry, and we work with over ,800 suppliers. Our stores are “stores of the community”, playing a positive part in all aspects of local life. Employees are given shares in the business free of charge. ASDA has the largest Colleague Share Ownership Plan in Britain, with a considerable number of “colleagues” having share options in Wal-Mart.

ASDA Mission Statement




We offer Britain’s best value weekly shop with prices 10-15% lower than our main competitors and an unmatchable mix of fresh food, grocery, clothing, home, leisure and entertainment goods.

Environmental Analysis Report

STEP Factors (Macroenvironment)

· Social Factor

· People’s lifestyles changed

· Growth of convenience food � frozen, chilled, tins and packets

· Increase in the number of working women � increasing take-away, convenience food and going to restaurant

· Interest in physical fitness � resulting in a demand for low fat and diet foods

· Higher standards of living � with an increasing amount of leisure time (going to restaurant and reducing cooking at home)

· Demographic trends

Its distribution by age, gender, or geographical location can affect the demand for goods and services ( ie. The birth rate is low � less nappies) � changes in demand

· Technological Factor

· Development E-commerce � home shopping and home delivery

· (WAP) wireless application protocol � which allows the transfer of data between the Internet and mobile phones. Key to the success of the service are delivery times and points of delivery. Most people cannot waste hours sitting at home, or at work, waiting for a delivery.

· Economic Factor

· The UK economics growth � some slowdown will occur (impacting on total consumer spending)

· Recession � not expected recession may affect growth by only 1-%

· Political Factor

· Food Standards � more concern of food safety, food quality and health issues, banning genetically(modified GM ingredients)

· The BSE (bovine spongiform encephalopathy)

· Food-and-mouth disease

· (GM) genetically � modified ingredients

· Planning Regulations

The Labour Government in 17, planning permission for out-of-town or edge-of-town supermarkets to develop (-tight planning restrictions following the government’s refusal to support new out-of-town shopping centers and greenbelt development )

Five Forces Analysis

1. The threat of new entrants to the industry(high entry barriers)

· Legislation or government action

Planning restrictions on out-of-town development (-new site availability has been limited, pushing up land and building costs)

· The capital requirement of entry

A high initial investment cost in the technology required for point-of-sale scanning and stock control systems

· Economies of scale

To be gained in purchasing, distribution, sales and marketing which a new entrant would not have immediate access to

· Cost advantages independent of size

The profitable area of selling own-brand goods would not be available to a new entrant until it could buy in a volume that would interest manufacturers

· The resistance offered by existing businesses

Competition among existing retailers is intense, with the top five retailers having over 50% of the market, making entry more difficult and requiring a disproportionate amount to be spent on marketing to gain market presence

. The bargaining power of buyers(strong buyers)

· The cost of switching to suppliers are low(easily switching suppliers)

· Backward integration by the buyer if satisfactory prices or quality from suppliers cannot be obtained

· The component or material cost is a high percentage of total cost(“shop around” to get the best price and “squeeze” suppliers

- strong pound

- Internet shopping customers can compare with other competitors’ prices on Internet and choose the best price

. The bargaining power of suppliers(strong suppliers)

· The brand of the supplier is powerful(switching cost is high)

· “differentiation” the specialist product of a supplier(“switching costs” from one supplier to another are high)

4. the threat of substitutes(many possible substitutes)

· product-for-product substitutes

- organic foods

- chilled convenience food(home meal replacement , food to go)

· Substitution of need

- healthy-eating ranges

- own-label sub-branding

- home shopping and home delivery

- non-food in the food retailer’s product mix

5. the intensity of rivalry among competitors in the industry(high)

· the acquisition of weaker companies by stronger companies results in the provision of funds to improve the competitive standing of such firms, their ability to compete more effectively may be enhanced

· the industry is mature and the industry is subject to “shakeout”, then competition is more intense

· “differentiation” (switching cost is high) is difficult to stop customers switching between competitors

· high fixed costs in the industry result in competitors cutting prices to obtain the turnover required(price wars and very low-margin operations)









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creativity and constraints

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creativity gets hampered by constraints some say

some say constraints help u become more creative.

the debate is open. but then when its a debate, it has to be open otherwise how can one say that its a debate?debate is adebate is a debate. anyways talking about creativity,

there is always a conflict of method and intution.




the conflict is in the process of creating something new, and unpredictable,( unpredictable because, if one can predict it, then it wont be creative.and moreover, anybody ,by following the process, can predict or arrive at the results.there are a few theories about creativity each one emphasises on different aspects of the final out come as well as the process.some give importance to the creative person.

creativity and constraints

when given too much of freedom to explore, one normally gets a little scared. coz then theres no direction as such.

to take advantage of free thinking, or thinking without boundaries, one first thinks without constraints but then for selecting the direction , one requires an evaluation process to narrow down. intution and aesthetics are a few evaluation criteria. constraints also serve as an evaluating criteria.internship this spring or summer. All around designer with strong work ethic. Junior at Auburn Universityplease can you fix it for me to get a design job, but hold the naff medal. I can drive Alias Studiotools of us have been in the education system for the majority of our lives and most of us argue how true education should be. Although some people support that creativity is more important in education, others says knowledge is more important than others.

Creativity Creativity is a hot topic today, whether in the context of Business, Technology or the Arts. And while there are many aspects to creativity, there is certainly one we admire most in creative people Being creative is seeing the same thing as everybody else but thinking of something ...

Strength Within Creativity Despite oppression, African-American women of the past were able to overcome obstacles by taking on the role of artists. They relied on their creative spirits to carry them through their wretched existence.



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