Compare the Techniques Used in Two Adverts by Holiday Companies to Target Their Audience and Sell Their Product

Compare the techniques used in two adverts by holiday companies to target their audience and sell their product. In this essay I will discuss the similarities and differences of two holiday adverts; one for Blackpool and the other for Ibiza. Firstly I will discuss the layout of the adverts. The Blackpool ad has a central picture of recognisable attractions such as the Blackpool tower and ferris wheel by the harbour which shimmers with light which brightens up the advert, similarly the Ibiza advert has a central eye catching picture of three young people dancing laughing and a sexy young female posing on her own on the beach whilst the sun is setting. The Blackpool ad has the writing on the left hand side which states the main important facts and a postcard in the middle of the picture and information listed where as Ibiza has their images on the left, small white font which isn’t clear and few aspects written around the ad. This give a different feed back to the audience that their images are their main appearance where as Blackpool is detailing both information and few images. Their adverts are different because Ibiza focuses their holiday for a younger generation to seek out selling that holiday or product for that specific type of audience, where as Blackpool specialise for an older generation to sell their product. Secondly the font. The Blackpool advert is plain and simple, making it visible and easier to understand. It is printed in a white and dark blue background which makes it stand out, where as the Ibiza ad font is bold neon colours such as white, red, yellow and pink in the slogan, and their contact information. It uplifts and levier the younger audiences attention where as Blackpool draws older calmer people to come relax. There are lots of different font styles in the Ibiza advert, the word Ibiza is written in a 3D effect making it look glamorous and exciting where as the Black pool is capitalized on the first letter written in a plain but simple structure. Ibiza sets their ad to be funky based on their audience but Blackpool seeks for a calmer but organised audience. Thirdly the colours. The Blackpool advert uses are soft but good colours such as white, black, with a touch of pink, blue, orange and yellow to emphasis their heading and contact details. The colour gold suggests, that having the best time of your life on your holiday. On the other hand Ibiza advert uses bold: neon colours such as red, pink, yellow, black similar to Blackpool but more thistly for the attention to target their on going audience, where as Blackpool was as bright appearance mainly for the tower and Ferris wheel which mainly their dazzles with lights around them. Blackpool was generally advertising for the older generation which is a calmer appearance for relaxing, going sightseeing and having fun in a basic manner but on the other hand Ibiza advert appealed for the younger generation which settles for livelier and exciting appearance for their audience. The language which was used in Blackpool was plain English which give full details which the reader could understand clearly whereas Ibiza was written in slang for their slogan and also written in a different font style and plain English for the contact, location and general aspects of the holiday about getting there. Blackpool features their audience to read about more of their advert, but Ibiza settles for more pictures and their language of detail cannot be read clearly but also have a bright and groovy effect when you read their colourful advert. Their main idea of their language was to attract younger and older audience based on their structure of their advert and how it is written and to sell their product. The Images which Blackpool uses to enhance their advert for their audience are the direction or map, the beach, winter gardens, the Blackpool tower and the tower ballroom dancing, and also a free phone number, the older generation are more sensible with their money because the adverts gives a package of holiday and more fun and exciting features of relaxing where as Ibiza uses three young people having fun laughing and having ice-cream, a group of friends in a limo chilling going out, eight different snap shots of youngsters posing on a track (road), three dancing ,and two mainly outstanding the advert set on the background in the evening while sun is setting on a beach, the temperature and how much the drink prices are, and lastly the map with different locations and the website and contact detail. The reason Ibiza uses more images and more colour s for their liver younger audience was to specialize on the main appearance on selling their product whereas Blackpool does the same but in a calmer and professional manner for the older audience. The Slogans. Blackpool theme was â€Å"GOLD the time of your life! † which is located on the top right hand corner written in two different fonts and also in white but was not eye catching for their audience based on its location, on the other hand Ibiza own was situated a few inches underneath its heading Ibiza, written in a stylish font, bold and colour white â€Å"uplifting club beats with a deep indie poolside vibe† same as Blackpool but its eye catching for their main audience and it also uplifts the background of the images of their main attraction. It words says it all about the club music and the atmosphere that you will be having fun for this whole time whereas also for Blackpool but with a calmer sensation. In conclusion the main similarities Blackpool and Ibiza in relation to target their audience. Their colours are similar but the difference is that Ibiza got more and it’s brighter than Blackpool has softer colours. Their slogan is written in different fonts and their details but the difference between both they are attracting two different styles of people for their advert. Their images both speak out for the ad but Ibiza has bolder and larger than Blackpool where as is smaller and calmer features towards their audience. The language both written in plain English but the difference is that Ibiza has slang to their slogan and Blackpool do not have. The similarity for their font are bolder and clear for their heading â€Å"Ibiza and Blackpool†, their contact detail, and also their colours such as white, pink, orange and yellow in certain words pointed out in their advert information. In closing the similarity is that they both settle to sell their product to their audience but their difference is that Ibiza targeted a younger people who want to have lots of fun where as Blackpool generally settles for a calmer older group who wants to have fun but relaxing holiday.

Compare and Contrast Walter Mitty with Rip Van Winkle Essay

â€Å"May Day! May Day! We’re going down!† Right before impact you are awaken suddenly by a tapping on your shoulder by your teacher and a class full of laughing peers. It happens to everyone at one point or another. Every high school student has been succumbed to a wild daydreaming adventure. In the short story, â€Å"The secret life of Walter Mitty† by James Thurber, a man by the name of Walter Mitty can hardly tell reality from his vivid imaginary dreams which undertake him spontaneously as he feuds with his nagging wife. In a very similar short story, â€Å"Rip Van Winkle† by Washington Irving, the main character Rip Van Winkle slips away from his domestic problems with his wife to a place of serenity where he can sleep in the peace and quiet of the Catskill Mountains. These two stories possess many striking similarities yet there are many differences between them which make them unique. Similarities run wild between these two stories. The most noticeable trait in which both stories possess heavily is the portrayal of the wife. In â€Å"Rip Van Winkle†, Rip’s wife is a nagging, mean old hag who gets her kicks out of bossing him around and taking him away from his fun with the neighborhood children and his dog. An extremely strong connection can be made from the wife of Rip to the wife of Walter Mitty. Mitty’s wife is obviously a control freq who always has to have things her way, and if things fail to lean in her favor then all havoc breaks loose. â€Å"Not so fast! You’re driving too fast!† said Mrs. Mitty. â€Å"What are you driving so fast for? (Thurber 2)† Another large similarity between Walter and Rip are their overwhelming tendencies to avoid any form of laborous activity pertaining to their own benefit by choosing to do something a little more exciting and fun. In Rip’s case, he simply leaves his wife and his h ouse with his dog, Wolf, to escape all of the responsibilities his wife imposes on him to be in the peace of the forest where he can relax for awhile. â€Å"Rip Van Winkle, however, was one of those happy mortals, of foolish, well-oiled dispositions, who take the world easy, eat white bread or brown, whichever can be got with least thought or trouble, and would rather starve on a penny than work for a pound. (Irving 4)† Walter Mitty is sidetracked every time he is told to do something by falling into a new daydream. His wife often has to tell him to do a particular activity multiple times before Mitty makes a formidable attempt at completing it. â€Å"When he came out into the street again, with the  overshoes in a box under his arm, Walter Mitty began to wonder what the other thing was his wife had told him to get. She had told him, twice before they set out from their house for Waterbury. (Thurber 5)† These two characters go hand-in-hand with one another, yet there are still significant details about each one which make them unique. Although very similar, these stories possess many distinct differences which separate them from one another. The first and foremost is the time in which each takes place. â€Å"Rip Van Winkle† is set in the colonial days from pre-Revolution to post-Revolution while â€Å"The Secret Life of Walter Mitty† is set in the roaring ’20s of the 20th century. The main characters also have their own unique attributes as well which helps to distinguish them from each other. Walter Mitty is more of a dreamer and oddball, and uses his dreams to escape from his troubles and worries of the day. Rip Van Winkle is more of a playful, joyous person who just outright despises his home. He works extremely hard for other people and is always there to help others out yet he refuses to make any tangible efforts to get things done around the house. â€Å"In a word Rip was ready to attend to anybody’s business but his own; but as to doing family duty, and keeping his farm in order, he found it impossible. (Irving 3)† Obviously another significant detail which separates these stories is how Rip Van Winkle falls asleep for 20 years and sleeps through the Revolution, waking up only to find that everything he had once known is gone for the most part. He awakes to learn that his wife has died and this actually made him happy. Walter Mitty does not despise his wife in the same way. Mainly, Walter Mitty is just slightly annoyed by her antics and her need for control. This detail probably poses the biggest separation between plots of the two stories. Differences are noticeably large and significant when comparing these short tales. Though very similar indeed, these two stories are in fact very different from one another. The main characters of the two run parallel in description and action yet the plots seem to stray away from one another. â€Å"Rip Van Winkle† and â€Å"The Secret Life of Walter Mitty† are two very unique and priceless pieces of American literature.

Eternal Roman Flavor Essay Example | Topics and Well Written Essays - 1000 words

Eternal Roman Flavor - Essay Example The ancient Romans earned and invested their past history for the creation of fresh human wealth which had been of seminal value for the evolution of a richer future. Today's Rome is an effective blend of the ancient and the modern, a classic example of how the legacy of history can be preserved, productively lived, remodeled and passed on to the posterity . "History is not a traveler's idle reading tool; rather it is a live model to balance our urge for daily bread and accountability to the future generation" [Livy]. In fact the ancient Roman law that fostered and protected private property was the prototype of the modern free market economy which is the engine of globalization. It is in this context that one may see the study of Roman Civilization as one of the pillars of modern free market global economy. The historical graph of Ancient Rome can be phased into three segments. Phase I, 753 to 509 B.C. was the period of Rome's origin. Phase II spanning across 509 B.C. to 31 B.C. witnessed the growth of the Roman Republic studded with the Punic and Macedonian Wars and the development of their unique and acclaimed models of law and government. Phase III, 31 B.C. to A.D. 476 was the era of the glorious Roman Empire or the Roman World. Lasting Footprints The origin, growth and acme of Ancient Rome has left behind lasting footprints in the culture and civilization of the modern West and far beyond. The earliest contribution to economic liberty in the form of private property dates back to ancient Rome. The Romans inherited the spirit of liberty from the Greeks and used it to evolve the culture of private property which is an unmistakable version of liberty. Encouragement of private property in the ancient Roman law was the foundation for the modern free market liberal economies and democracy. "Ancient Romans had the sagacity and vision to realize the role of private property in human liberty". [Gibbon] That vision later evolved into the theory that encouragement of private property is the Eternal Roman Flavour 3 basis of free markets that generate wealth which is the engine of popular participation in politics. The economic basis of modern liberal democracy and global economy can be traced back to the contribution of ancient Rome to the development and popularization of private property. Three outstanding and fascinating aspects of Roman Civilization that would inspire any student of history are: Roman Law, Roman Government and most importantly Roman Virtues as briefly sketched below: Roman Law One of the most outstanding products of the ancient Roman mind was the Roman law. The embryonic form of the Roman Law was the Law of the Twelve Tables from which evolved the first Roman code of law at the time of the Early Republic. In fact that was the basis for the Roman legal system that stood universally relevant in the Western world for more than 1,000 years. "The underlying principle of the ancient Roman Law was the precept that the exact 'form' rather than the intended meaning of the words or of actions constitute all legal consequences". [Laughlin] Though not acceptable to the modern perspective of justice, the ancient Romans had

Correspond the model of the Catholic Church as servant with the Essay

Correspond the model of the Catholic Church as servant with the Pastoral Constitutions of the Catholic Church (namely Pastoral Constitution on the Church in t - Essay Example However, taken by itself As Dulles explained, not any one of the five models, by itself, can represent the totality of Church history and praxis5. What may seem to be the dominant model or models of the Church may even prove to be inadequate in a time of sudden and earth-shaking changes, and need further elaboration as images of the Church. New models may even arise as the Church perseveres in using insights from the Gospel and its own praxis in adjusting to such changes and challenges. More than 40 years have passed since the Gaudium et Spes (Church and the Modern World) laid the basis for the Church as Servant, a model that has shaped and still has a significant impact on both the Church itself and the total human community. Today we can glimpse at least part of the outcome of the Church's decision to update and renew Vatican II was an unparalleled event and development in the two-millenium history of the Church. From 1962-1965, the Vatican II Council embodied and encouraged the spirit of renewal and openness to change, within the framework of basic truths revealed by Christ in the gospel. For the first time the Church bishops, including the Bishop of Rome, Pope John XXIII and upon his death, Pope Paul VI, focused their considerable collective energy and experience to examining the state of humanity. The Vatican Council recognized and praised the many achievements of humanity in the field of economics, politics and culture. But it also pointed to the unfulfilled search of many individuals for their origin, life purpose and goal, encompassing not only the Church as Servant 5 temporal but also the realm of spiritual life. The Council also lamented the fact that while human society has achieved so much, still millions remained poor.6 Following the example of Christ, who devoted himself to ministering to both body and spirit, the Vatican Council laid the basis for the Servant Church that has continued to travel along this road up to the present. The force behind Vatican II, Pope John XXIII, wrote the great encyclical Pacem in Terris.7 It was groundbreaking in 1963 and still valid almost 45 years later. The people's pope provided a definition of the rights and duties of human beings as well as human institutions such as governments. It contained an affirmation of women's equality and role in society, a "strong insistence on racial equality," and the inclusion of freedom along with truth, justice and charity as the bases of peace in the world. 8 Has the Servant Church upheld Pope John XXIII's statement on human rights, striking for its "generosity, breadth and contemporaneity" then and still so at present Church as Servant

Leadership in Business Essay Example | Topics and Well Written Essays - 1500 words

Leadership in Business - Essay Example According to the research findings, it can, therefore, be said that the high competition in the business world nowadays needs competitive business leaders who will manage to organize their business organizations to achieve their goals. Business leaders need several characteristics in order to achieve their goals. Risk taking is doing something hoping for any outcome, be it good or bad. Any competitive business leader must be ready to take risks. Starting a business involves depositing money or capital where you are not certain whether you will get profit or not. It involves one asking themselves many questions like, â€Å"should I start a business, or should I not?†, â€Å"Should I employ new workers or not?† and many others. Those people who take risks in business will emerge successful, given the high competition in the business world. A business leader who fears to take risks cannot succeed in business because they will fear to get to losses. A good example of an ent repreneur is Amazon’s CEO, Jeff Bezos. Amazon is an organization that deals with the internet business. The CEO says it is good to take risks to manage a business, but it is also good to reduce the risks as the business grows. He says he had to think whether to build Amazon or continue with his previous job on Wall Street. He risked leaving his job to start Amazon, but he succeeded in his online business. Therefore taking risks is always important for success in a business. Another successful business leader, Sir Richard Branson, CEO of Virgin Group (A group of companies in the United States), says, â€Å"Great success does not come without taking risks†. The most important thing is taking the right risks.

6.Critically evaluate the contribution of different feminist Essay

6.Critically evaluate the contribution of different feminist approaches to the discipline of Sociology - Essay Example usually emphasize on the ‘male domination of society’ (Kirby, 2000, p.90) trying to explain the causes for various social phenomena; the above method of explaining the development of social facts leads to the justification of certain social facts and the ignorance of others; it is mentioned, for instance, by Kirby (2000) that feminist approaches are used in order to explain the abuse of women by men but there is no reference to the opposite phenomenon. Despite their weaknesses, the feminist approaches have contributed to the development of sociology but this contribution has different aspects and consequences in the context explained below. Feminist perspectives in sociology are likely to have a specific theoretical form; this form is usually depended on the social theory on which these perspectives are based; the above fact is made clear in the study of Rege (2003) where it is noted that ‘a popular method of categorizing feminist theory has been the hyphenated approach: liberal, radical, Marxist, socialist, postmodern and black feminisms’ (Rege, 2003, p.51The development of feminist approaches in sociology has led to severe conflicts among researchers that study the specific field; more specifically, it has been supported that the existence of feminist approaches implies that in sociology there are also ‘masculine’ approaches (Hage, 1994, p.140); this fact leads to the assumption that social theories are not based on the observation and objective interpretation of social phenomena but they are likely to be influenced by the gender of the sociologist involved. This assumption could lead to the decrease of quality and validity of social theories. The above view would also imply that theories that are quite known and which are not characterized as based on a feminist approach of social phenomena, for instance the positivism, cannot be used in order to explain social conditions or actions that are related to women – for example the role of the women in

As instruction Essay Example | Topics and Well Written Essays - 1500 words

As instruction - Essay Example Moreover, we will examine how previous knowledge affects how we perceive what we see through examples demonstrated by authors. It might occur to many people that the words seeing and looking can be regarded as synonyms. Identifying the difference between these two terms will help one understand perception and reality. These two words can appear as interchangeable terms that can be used to define a person’s ability to perceive with the eye. In the case of art, the words seeing and looking are different. When people are looking at something then, it can be viewed as noticing few details or glancing at it. In other words, to look at something is examining the outer part (surface) in terms of structure and layout. According to Berger, seeing the work of art is not only a means to understand it but also observe it to go far from the surface. â€Å"When we see a landscape, we situate ourselves in it. If we saw it the art in the past, we situate ourselves in history.† (p. 11). Berger suggests that seeing an object places one in that scenario to relate. The title of the book Ways of Seeing denotes tha t the author has effectively the art of seeing, not only the perception on certain subjects which is seen in the world of art, but also goes to a prodigious extent to define the importance of seeing and transformation of seeing throughout the years. The author also delivers another example in which seeing can occur before words. It is seeing that helps to understand the place of an individual in the world. People explain the world with the help of words. Moreover, words by no means can deny the fact that people are encircled by words. Seeing comes before we speak. To speak, we need to understand what we are seeing. The sight of an object is brought through our experience and knowledge. Berger discusses the perception of seeing art, which is different than it was the past. Traditionally, paintings are viewed as static and stationary. They are only at one time

Creating dynamic characters Essay Example | Topics and Well Written Essays - 250 words

Creating dynamic characters - Essay Example Shawn is a hip hop star. He began his love for hip hop music while still a young boy. He started a career with his high school friend Christopher Latore (Kress 98-108). He is married to Knowles, likes reading and listening to music, and a favorite movie is Godfather 2. Shawns favorite food is Pasta, and he has a soft spot for blue colors. He passes most of his free time playing basketball. George Porter, 34 years old short and bold man, born in Los Angeles California in the United States and married to Nelly Carey. He is a slow speaker, loves cookies and a good football player (Kress 102-112). His only sister Mitchel a paramedic left home when porter was only 12 years. He fell out of college and joined the local artisans to make money for raves and fancies. His life later got behind bars due to rising in cases of insecurity. The sister comes back home when Porter is 25 years gets a job for him in the disaster management. Porter then starts up a family and realizes he needs to stay focused (Kress 123-134). To support his family, he begins shortcake business for his wife and then joins her to expand the business that is currently one of the leading suppliers of shortcake. Porter employ’s youths and leads in community sensitization on drugs

Boeing Essay Example for Free

Boeing Essay Vision People working together as one global company for aerospace leadership Boeing- The future of flight. Mission To be the number one aerospace company in the world and among the premier industrial concerns in terms of quality, profitability and growth Objectives To achieve the above goals and fulfil Boeing’s mission, the following objectives will guide company: †¢ Continuous improvements in quality of products and processes: Our commitment to steady, long-term improvement in our products and processes is the cornerstone of our business strategy. To achieve this objective, we must work to continuously improve the overall quality of our design, manufacturing, administrative, and support organizations. †¢ A highly skilled and motivated workforce: Our most important resource is our human resource: the people who design and build our products and service our customers. Given the right combination of skills, training, communications, environment, and leadership, we believe our employees will achieve the needed gains in productivity and quality to meet our goals. †¢ Capable and focused management To employ our technical and human resources with optimum efficiency, we must ensure that managers are carefully selected, appropriately trained, and work together to achieve our long-range goals. †¢ Technical excellence In a world of fast-challenging technology, we can only remain competitive by continuously refining and expanding our technical capability. †¢ Financial strength The high-risk, cyclical nature of our business demands a strong financial base. We must retain the capital resources to meet our current commitments and make substantial investments to develop new products and new technology for the future. This objective also requires contingency planning and control to ensure the company is not overextended should a severe economic downturn occur the plan period. †¢ Commitment to integrity Integrity, in the broadest sense, must pervade our actions in all relationships, including those with our customers, suppliers, and each other. This is a commitment to uncompromising values and conduct. It includes compliance with all laws and regulations. Boeing- Airbus market share The rivalry between these giants, the only manufacturers of large medium or long-range passenger aircraft, has today reached epic proportions. Airbus overtook Boeing five years ago to be number one, mostly through the success of its medium capacity long-haul Airbus A-330 and its shorter-range variations such as the A-340. This market share pie-chart of the two head to head competitors-Boeing and Airbus shows that Airbus is leading at the moment. Even though the number of orders is higher with Airbus in 2004 but the total revenues of Boeing is still much higher than that of Airbus. This is due to the fact that Boeing gains profit from other activities such as military aerospace, defence, and space businesses. With the launch of Airbus A380, the market share in the coming year will have slightly a change which is better for Airbus. However, Boeing will be able to regain its market share thanks to the new model of 7E7, Dreamliner and making the competition more aggressive.

Threats To Forests. A conifer forest in the Swiss Alps Essay Example for Free

Threats To Forests. A conifer forest in the Swiss Alps Essay Mixed deciduous forest in Stara Planina, Serbia A forest, also referred to as a wood or the woods, is an area with a high density of trees. As with cities, depending on various cultural definitions, what is considered a forest may vary significantly in size and have different classifications according to how and what of the forest is composed. These plant communities cover approximately 9.4 percent of the Earths surface (or 30 percent of total land area), though they once covered much more (about 50 percent of total land area), in many different regions and function as habitats for organisms, hydrologic flow modulators, and soil conservers, constituting one of the most important aspects of the biosphere. Although forests are classified primarily by trees, the concept of a forest ecosystem includes additional species (such as smaller plants, fungi, bacteria, and animals) as well as physical and chemical processes such as energy flow and nutrient cycling. A typical forest is composed of the overstory (canopy or upper tree layer) and the understory. The understory is further subdivided into the shrub layer, herb layer, and also the moss layer and soil microbes. In some complex forests, there is also a well-defined lower tree layer. Forests are central to all human life because they provide a diverse range of resources: they store carbon, aid in regulating the planetary climate, purify water and mitigate natural hazards such as floods. Forests also contain roughly 90 percent of the worlds terrestrial biodiversity. Contents * 1 Etymology * 2 Distribution * 3 Classification * 3.1 Temperate A typical forest is composed of the overstory (canopy or upper tree layer) and the understory. The understory is further subdivided into the shrub layer, herb layer, and also the moss layer and soil microbes. In some complex forests, there is also a well-defined lower tree layer. Forests are central to all human life because they provide a diverse range of resources: they store carbon, aid in regulating the planetary climate, purify water and mitigate natural hazards such as floods. Forests also contain roughly 90 percent of the worlds terrestrial biodiversity. Etymology The word forest comes from Middle English forest, from Old French forest (also forà ¨s) forest, vast expanse covered by trees; first introduced in English as the word for wild land set aside for hunting without the necessity in definition for the existence of trees (James 1981;Muir 2000,2008). Possibly a borrowing (probably via Frankish or Old High German) of the Medieval Latin word foresta open wood, foresta was first used by Carolingian scribes in the Capitularies of Charlemagne to refer specifically to the kings royal hunting grounds. The term was not endemic to Romance languages (e.g. native words for forest in the Romance languages evolved out of the Latin word silva forest, wood (English sylvan); cf. Italian, Spanish, Portuguese selva; Romanian silvÄÆ'; Old French selve); and cognates in Romance languages, such as Italian foresta, Spanish and Portuguese floresta, etc. are all ultimately borrowings of the French word. The exact origin of Medieval Latin foresta is obscure. Some authorities claim the word derives from the Late Latin phrase forestam silvam, meaning the outer wood; others claim the term is a latinisation of the Frankish word *forhist forest, wooded country, assimilated to forestam silvam (a common practise among Frankish scribes). Frankish *forhist is attested by Old High German forst forest, Middle Low German vorst forest, Old English fyrhà ¾ forest, woodland, game preserve, hunting ground, and Old Norse fà ½ri coniferous forest, all of which derive from Proto-Germanic *furχà ­sa-, *furχà ­Ãƒ ¾ja- a fir-wood, coniferous forest, from Proto-Indo-European *perkwu- a coniferous or mountain forest, wooded height. Uses of the word forest in English to denote any uninhabited area of non-enclosure are now considered archaic. The word was introduced by the Norman rulers of England as a legal term (appearing in Latin texts like the Magna Carta) denoting an uncultivated area legally set aside for hunting by feudal nobility (see Royal Forest). These hunting forests were not necessarily wooded much, if at all. However, as hunting forests did often include considerable areas of woodland, the word forest eventually came to mean wooded land more generally. By the start of the fourteenth century the word appeared in English texts, indicating all three senses: the most common one, the legal term and the archaic usage. Forest near Rajgir, Bihar, India Other terms used to mean an area with a high density of trees are wood, woodland, wold, weald, holt, frith and firth. Unlike forest, these are all derived from Old English and were not borrowed from another language. Some classifications now reserve the term woodland for an area with more open space between trees and distinguish among woodlands, open forests, and closed forests based on crown cover. Distribution Amazon Rainforest in Brazil Temperate rainforest in Tasmanias Hellyer Gorge Forests can be found in all regions capable of sustaining tree growth, at altitudes up to the tree line, except where natural fire frequency or other disturbance is too high, or where the environment has been altered by human activity. The latitudes 10 ° north and south of the Equator are mostly covered in tropical rainforest, and the latitudes between 53 °N and 67 °N have boreal forest. As a general rule, forests dominated by angiosperms (broadleaf forests) are more species-rich than those dominated by gymnosperms (conifer, montane, or needleleaf forests), although exceptions exist. Forests sometimes contain many tree species only within a small area (as in tropical rain and temperate deciduous forests), or relatively few species over large areas (e.g., taiga and arid montane coniferous forests). Forests are often home to many animal and plant species, and biomass per unit area is high compared to other vegetation communities. Much of this biomass occurs below ground in the root systems and as partially decomposed plant detritus. The woody component of a forest contains lignin, which is relatively slow to decompose compared with other organic materials such as cellulose or carbohydrate. Forests are differentiated from woodlands by the extent of canopy coverage: in a forest, the branches and the foliage of separate trees often meet or interlock, although there can be gaps of varying sizes within an area referred to as forest. A woodland has a more continuously open canopy, with trees spaced farther apart, which allows more sunlight to penetrate to the ground between them (also see: savanna). Among the major forested biomes are: * rain forest (tropical and temperate) * taiga * temperate hardwood forest * tropical dry forest Classification Biogradska forest in Montenegro Spiny forest at Ifaty, Madagascar, featuring various Adansonia (baobab) species, Alluaudia procera (Madagascar ocotillo) and other vegetation Even, dense old-growth stand of beech trees (Fagus sylvatica) prepared to be regenerated by their saplings in the understory, in the Brussels part of the Sonian Forest. Trees on a mountain in northern Utah during early autumn. Forests can be classified in different ways and to different degrees of specificity. One such way is in terms of the biome in which they exist, combined with leaf longevity of the dominant species (whether they are evergreen or deciduous). Another distinction is whether the forests are composed predominantly of broadleaf trees, coniferous (needle-leaved) trees, or mixed. * Boreal forests occupy the subarctic zone and are generally evergreen and coniferous. * Temperate zones support both broadleaf deciduous forests (e.g., temperate deciduous forest) and evergreen coniferous forests (e.g., temperate coniferous forests and temperate rainforests). Warm temperate zones support broadleaf evergreen forests, including laurel forests. * Tropical and subtropical forests include tropical and subtropical moist forests, tropical and subtropical dry forests, and tropical and subtropical coniferous forests. * Physiognomy classifies forests based on their overall physical structure or developmental stage (e.g. old growth vs. second growth). * Forests can also be classified more specifically based on the climate and the dominant tree species present, resulting in numerous different forest types (e.g., ponderosa pine/Douglas-fir forest). A number of global forest classification systems have been proposed, but none has gained universal acceptance. UNEP-WCMCs forest category classification system is a simplification of other more complex systems (e.g. UNESCOs forest and woodland subformations). This system divides the worlds forests into 26 major types, which reflect climatic zones as well as the principal types of trees. These 26 major types can be reclassified into 6 broader categories: temperate needleleaf; temperate broadleaf and mixed; tropical moist; tropical dry; sparse trees and parkland; and forest plantations. Each category is described as a separate section below. Temperate needleleaf Temperate needleleaf forests mostly occupy the higher latitude regions of the northern hemisphere, as well as high altitude zones and some warm temperate areas, especially on nutrient-poor or otherwise unfavourable soils. These forests are composed entirely, or nearly so, of coniferous species (Coniferophyta). In the Northern Hemisphere pines Pinus, spruces Picea, larches Larix, silver firs Abies, Douglas firs Pseudotsuga and hemlocks Tsuga, make up the canopy, but other taxa are also important. In the Southern Hemisphere, most coniferous trees (members of the Araucariaceae and Podocarpaceae) occur in mixtures with broadleaf species that are classed as broadleaf and mixed forests. Temperate broadleaf and mixed Temperate broadleaf and mixed forests include a substantial component of trees in the Anthophyta. They are generally characteristic of the warmer temperate latitudes, but extend to cool temperate ones, particularly in the southern hemisphere. They include such forest types as the mixed deciduous forests of the United States and their counterparts in China and Japan, the broadleaf evergreen rainforests of Japan, Chile and Tasmania, the sclerophyllous forests of Australia, central Chile, the Mediterranean and California, and the southern beech Nothofagus forests of Chile and New Zealand. Tropical moist There are many different types of tropical moist forests,although most extensive are the lowland evergreen broadleaf rainforests, for example và ¡rzea and igapà ³ forests and the terra firma forests of the Amazon Basin; the peat swamp forests, dipterocarp forests of Southeast Asia; and the high forests of the Congo Basin. Forests located on mountains are also included in this category, divided largely into upper and lower montane formations on the basis of the variation of physiognomy corresponding to changes in altitude. Tropical dry Tropical dry forests are characteristic of areas in the tropics affected by seasonal drought. The seasonality of rainfall is usually reflected in the deciduousness of the forest canopy, with most trees being leafless for several months of the year. However, under some conditions, e.g. less fertile soils or less predictable drought regimes, the proportion of evergreen species increases and the forests are characterised as sclerophyllous. Thorn forest, a dense forest of low stature with a high frequency of thorny or spiny species, is found where drought is prolonged, and especially where grazing animals are plentiful. On very poor soils, and especially where fire is a recurrent phenomenon, woody savannas develop (see sparse trees and parkland). Sparse trees and parkland Taiga forest near Saranpaul in the northeast Ural Mountains, Khanty–Mansia, Russia. Trees include Picea obovata (dominant on right bank), Larix sibirica, Pinus sibirica, and Betula pendula. Sparse trees and parkland are forests with open canopies of 10-30% crown cover. They occur principally in areas of transition from forested to non-forested landscapes. The two major zones in which these ecosystems occur are in the boreal region and in the seasonally dry tropics. At high latitudes, north of the main zone of boreal forest or taiga, growing conditions are not adequate to maintain a continuous closed forest cover, so tree cover is both sparse and discontinuous. This vegetation is variously called open taiga, open lichen woodland, and forest tundra. It is species-poor, has high bryophyte cover, and is frequently affected by fire. Forest plantations Forest plantations, generally intended for the production of timber and pulpwood increase the total area of forest worldwide. Commonly mono-specific and/or composed of introduced tree species, these ecosystems are not generally important as habitat for native biodiversity. However, they can be managed in ways that enhance their biodiversity protection functions and they are important providers of ecosystem services such as maintaining nutrient capital, protecting watersheds and soil structure as well as storing carbon. They may also play an important role in alleviating pressure on natural forests for timber and fuelwood production. Forest categories A temperate deciduous broadleaf forest, the Hasenholz, southeast of Kirchheim unter Teck, Baden-Wà ¼rttemberg, Germany Redwoods in old growth forest in Muir Woods National Monument, Marin County, California 28 forest categories are used to enable the translation of forest types from national and regional classification systems to a harmonised global one. Temperate and boreal forest types 1. Evergreen needleleaf forest Natural forest with 30% canopy cover, in which the canopy is predominantly ( 75%) needleleaf and evergreen. 2. Deciduous needleleaf forests Natural forests with 30% canopy cover, in which the canopy is predominantly ( 75%) needleleaf and deciduous. 3. Mixed broadleaf/needleleaf forest Natural forest with 30% canopy cover, in which the canopy is composed of a more or less even mixture of needleleaf and broadleaf crowns (between 50:50% and 25:75%). 4. Broadleaf evergreen forest Natural forests with 30% canopy cover, the canopy being 75% evergreen and broadleaf. 5. Deciduous broadleaf forest Natural forests with 30% canopy cover, in which 75% of the canopy is deciduous and broadleaves predominate ( 75% of canopy cover). 6. Freshwater swamp forest Natural forests with 30% canopy cover, composed of trees with any mixture of leaf type and seasonality, but in which the predominant environmental characteristic is a waterlogged soil. 7. Sclerophyllous dry forest Natural forest with 30% canopy cover, in which the canopy is mainly composed of sclerophyllous broadleaves and is 75% evergreen. 8. Disturbed natural forest Any forest type above that has in its interior significant areas of disturbance by people, including clearing, felling for wood extraction, anthropogenic fires, road construction, etc. 9. Sparse trees and parkland Natural forests in which the tree canopy cover is between 10-30%, such as in the steppe regions of the world. Trees of any type (e.g., needleleaf, broadleaf, palms). 10. Exotic species plantation Intensively managed forests with 30% canopy cover, which have been planted by people with species not naturally occurring in that country. 11. Native species plantation Intensively managed forests with 30% canopy cover, which have been planted by people with species that occur naturally in that country. 12. *Unspecified forest plantation Forest plantations showing extent only with no further information about their type, This data currently only refers to the Ukraine. 13. *Unclassified forest data Forest data showing forest extent only with no further information about their type. Those marked * have been created as a result of data holdings which do not specify the forest type, hence 26 categories are quoted, not 28 shown here. Tropical forest types The Fatu Hiva rainforest in Polynesia. 1. Lowland evergreen broadleaf rain forest Natural forests with 30% canopy cover, below 1,200 m (3,937 ft) altitude that display little or no seasonality, the canopy being 75% evergreen broadleaf. 2. Lower montane forest Natural forests with 30% canopy cover, between 1200–1800 m altitude, with any seasonality regime and leaf type mixture. 3. Upper montane forest Natural forests with 30% canopy cover, above 1,800 m (5,906 ft) altitude, with any seasonality regime and leaf type mixture. 4. Freshwater swamp forest Natural forests with 30% canopy cover, below 1,200 m (3,937 ft) altitude, composed of trees with any mixture of leaf type and seasonality, but in which the predominant environmental characteristic is a waterlogged soil. 5. Semi-evergreen moist broadleaf forest Natural forests with 30% canopy cover, below 1,200 m (3,937 ft) altitude in which between 50-75% of the canopy is evergreen, 75% are broadleaves, and the trees display seasonality of flowering and fruiting. 6. Mixed broadleaf/needleleaf forest Natural forests with 30% canopy cover, below 1,200 m (3,937 ft) altitude, in which the canopy is composed of a more or less even mixture of needleleaf and broadleaf crowns (between 50:50% and 25:75%). 7. Needleleaf forest Natural forest with 30% canopy cover, below 1,200 m (3,937 ft) altitude, in which the canopy is predominantly ( 75%) needleleaf. 8. Mangroves Natural forests with 30% canopy cover, composed of species of mangrove tree, generally along coasts in or near brackish or seawater. 9. Disturbed natural forest Any forest type above that has in its interior significant areas of disturbance by people, including clearing, felling for wood extraction, anthropogenic fires, road construction, etc. 10. Deciduous/semi-deciduous broadleaf forest Natural forests with 30% canopy cover, below 1,200 m (3,937 ft) altitude in which between 50-100% of the canopy is deciduous and broadleaves predominate ( 75% of canopy cover). 11. Sclerophyllous dry forest Natural forests with 30% canopy cover, below 1,200 m (3,937 ft) altitude, in which the canopy is mainly composed of sclerophyllous broadleaves and is 75% evergreen. 12. Thorn forest Natural forests with 30% canopy cover, below 1,200 m (3,937 ft) altitude, in which the canopy is mainly composed of deciduous trees with thorns and succulent phanerophytes with thorns may be frequent. 13. Sparse trees and parkland Natural forests in which the tree canopy cover is between 10-30%, such as in the savannah regions of the world. Trees of any type (e.g., needleleaf, broadleaf, palms). 14. Exotic species plantation Intensively managed forests with 30% canopy cover, which have been planted by people with species not naturally occurring in that country. 15. Native species plantation Intensively managed forests with 30% canopy cover, which have been planted by people with species that occur naturally in that country. Forest loss and management Main articles: Forestry, Logging and Deforestation Coastal Douglas fir woodland in northwest Oregon Redwood tree in northern California redwood forest, where many redwood trees are managed for preservation and longevity, rather than being harvested for wood production The scientific study of forest species and their interaction with the environment is referred to as forest ecology, while the management of forests is often referred to as forestry. Forest management has changed considerably over the last few centuries, with rapid changes from the 1980s onwards culminating in a practice now referred to as sustainable forest management. Forest ecologists concentrate on forest patterns and processes, usually with the aim of elucidating cause and effect relationships. Foresters who practice sustainable forest management focus on the integration of ecological, social and economic values, often in consultation with local communities and other stakeholders. Anthropogenic factors that can affect forests include logging, urban sprawl, human-caused forest fires, acid rain, invasive species, and the slash and burn practices of swidden agriculture or shifting cultivation. The loss and re-growth of forest leads to a distinction between two broad types of forest, primary or old-growth forest and secondary forest. There are also many natural factors that can cause changes in forests over time including forest fires, insects, diseases, weather, competition between species, etc. In 1997, the World Resources Institute recorded that only 20% of the worlds original forests remained in large intact tracts of undisturbed forest. More than 75% of these intact forests lie in three countries the Boreal forests of Russia and Canada and the rainforest of Brazil. In 2006 this information on intact forests was updated using latest available satellite imagery. Canada has about 4,020,000 square kilometres (1,550,000 sq mi) of forest land. More than 90% of forest land is publicly owned and about 50% of the total forest area is allocated for harvesting. These allocated areas are managed using the principles of sustainable forest management, which includes extensive consultation with local stakeholders. About eight percent of Canada’s forest is legally protected from resource development (Global Forest Watch Canada)(Natural Resources Canada). Much more forest land — about 40 percent of the total forest land base — is subject to varying degrees of protection through processes such as integrated land use planning or defined management areas such as certified forests (Natural Resources Canada). These maps represent only virgin forest lost. Some regrowth has occurred but not to the age, size or extent of 1620 due to population increases and food cultivation. From William B. Greeleys, The Relation of Geography to Timber Supply, Economic Geography, 1925, vol. 1, p. 1-11. Source of Today map: compiled by George Draffan from roadless area map in The Big Outside: A Descriptive Inventory of the Big Wilderness Areas of the United States, by Dave Foreman and Howie Wolke (Harmony Books, 1992). By December 2006, over 1,237,000 square kilometers of forest land in Canada (about half the global total) had been certified as being sustainably managed (Canadian Sustainable Forestry Certification Coalition). Clearcutting, first used in the latter half of the 20th century, is less expensive, but devastating to the environment and companies are required by law to ensure that harvested areas are adequately regenerated. Most Canadian provinces have regulations limiting the size of clearcuts, although some older clearcuts can range upwards of 110 square kilometres (27,000 acres) in size which were cut over several years. China instituted a ban on logging, beginning in 1998, due to the destruction caused by clearcutting. Selective cutting avoids the erosion, and flooding, that result from clearcutting. In the United States, most forests have historically been affected by humans to some degree, though in recent years improved forestry practices has helped regulate or moderate large scale or severe impacts. However, the United States Forest Service estimates a net loss of about 2 million hectares (4,942,000 acres) between 1997 and 2020; this estimate includes conversion of forest land to other uses, including urban and suburban development, as well as afforestation and natural reversion of abandoned crop and pasture land to forest. However, in many areas of the United States, the area of forest is stable or increasing, particularly in many northern states. The opposite problem from flooding has plagued national forests, with loggers complaining that a lack of thinning and proper forest management has resulted in large forest fires.[ Old-growth forest contains mainly natural patterns of biodiversity in established seral patterns, and they contain mainly species native to the region and habitat. The natural formations and processes have not been affected by humans with a frequency or intensity to change the natural structure and components of the habitat. Secondary forest contains significant elements of species which were originally from other regions or habitats. Smaller areas of woodland in cities may be managed as Urban forestry, sometimes within public parks. These are often created for human benefits; Attention Restoration Theory argues that spending time in nature reduces stress and improves health, while forest schools and kindergartens help young people to develop social as well as scientific skills in forests. These typically need to be close to where the children live, for practical logistics.

Effect of the Marketing Environment on Company Strategy

Effect of the Marketing Environment on Company Strategy I . INTRO Economics today has a term of market environment which involves points and impacts permitting a business to create sucessful relationship with customers as well as to keep it lasting longer. The market enviroment can be categorized into two levels: micro and macro. The first one refers to small impacts in the business with the affection of serving the company customers, whereas the second one has larger societial impacts on the mirco environment. As a result, both of them differ from many points. The organizations, suppliers, customers market,and the intermediaries and competitors are concerned in the micro environment. On the contrary, the Macro environment involves such factors as Demographic, natural, technological, cultural, political, and economics effects. However, these can be altered by the variety of many kinds of companies. All companies are affected by macro environmental factors which form chances and threats in the business environment. Such elements often leaving a mark on long – term strategic management, or even the goals of a firm as prior research and innovation, political stability changes or cultural framework are difinited as macro factors. An environmental analysis are used for look for the existing macro impacts and potential chances carefully by most strategic management modals. Moreover, a situation analysis assess the impacts related to internal factors, for the purpose of forming an separate firm’s restrictions and competitiveness. In contrast, Micro economics has the environmental factors which is less popular than the Maro, only resulting in a particular sector of companies or industry. They can be listed as competition, suppliers, customer, and labour and competition. To understand the micro environment, the firms apply the â€Å"Porter’s Five Forces† sample as an industrial analysis. This makes management strategy more powerful to against alters in micro factors because those can have a strong impact on the entire industry. 2. External Environment analysis 2.1. Macro Environment 2.1.1. Political and Legislation Developments in political and legal field greatly affect the marketing decisions. sound marketing decision cannot be taken without taking into account, the government agencies, political party in power and in opposition their ideologies, pressuregroups, and laws of the land. These variables create tremendous pressures on marketing management. Laws affect production capacity, capability, product design, pricing and promotion. Government in almost all the country intervenes in marketing process irrespective of their political ideologies. The political environment consists of laws, government agencies, and pressure groups with the power to influence or limit the behavior of individuals and organizations in a given society. Changes within the political and legal arena can affect business. Therefore, it is important for marketers to understand public policy and legislation, and the implications presented for business and marketing. Legislation can encourage or discourage competition, and it can ensure (or not) fair markets for goods and services. Political corruption can influence marketing success or failure. Over the years, legislation affecting business around the world has increased steadily. Companies must be aware of changes in the political and legal environment so that decision-making can respond to the current political climate, and so that the firm can make any needed adjustments in corporate marketing policy. In addition to legislation, marketers must understand that many consumer groups are now watching the political and legal landscape as it relates to business, to ensure that business is government by social codes and rules of professional ethics. To demonstratetheirsocial responsibility and build more positive images, many companies are now linking themselves to worthwhile causes. Legislation from the government can affect markets through the organizations and consumers. Some marketers simply adjust to these political forces. Others try to influence political decisions by supporting politicians that can positively affect them . Industrial Relations laws affecting agreements between organizations and employees. Federal laws and regulation agencies affect marketing activities and decisions. Laws such as the Trade Practices Act and the Privacy Act set rules, which organizations must abide by or risk suffering penalties and / or punishment. These laws can be enforced by regulatory agencies who also assist in directing rules and regulations. 2.1.2. Economy The economic environment consists of macro-level factors related to means of production and distribution that have an impact on the business of an organization. Factors within the national and international economic environment can have a resounding effect on consumer purchasing power and spending patterns. Major U. S. economic trends include: Personal consumption and personal debt, both of which have risen Effects of credit trends and interest rates on buying Unemployment and recession forcing consumers to be more careful as shoppers Effects/expectations related to value marketing and value-conscious consumers Income distribution skewed positively toward the rich; prosperity not evenly distributed among classes An important factor affecting the short- and long-term economic outlook in the U.S. is prolonged periods of unemployment. Unemployment can exert marked and far-reaching effects on any economy. When millions of people are unemployed, there is less money for spending that can lift the economy. When spending is down, sales taxes will be down as well, further handicapping the economic outlook. Unemployed people, also, tend to cut out buying items they simply want while cutting down on things they need to survive. Consumers spending less money leads to businesses having to cut prices, which lessens revenue, leading to more unemploymentat best, and to merchants going out of businessat worst. In addition, the unemployed may have to use or even drain retirement savings. When income tax revenue is down, the government may have to borrow money, or cut back on spending on needed programs. At the same time, more is being spent to pay unemployment benefits, and to provide food and medicaid assistance. The social costs to individuals include erosion of work skills at the same time that society is being deprived of a lot of good talent. Uninsured individuals also face worsening physical health, leading to shortened life spans. 2.1.3. Socio-cultural This concept has crept into marketing literature as an alternative to the marketing concept. The social forces attempt to make the marketing socially responsible. It means that the business firms should take a lead in eliminating socially harmful products and produce only what is beneficial to the society. These are numbers of pressure groups in the society who impose restrictions on the marketing process. The socio-cultural environment is made up of institutions and other forces that affect a society’s basic values, attitudes, perceptions, preferences, and behaviors. People grow up in a particular society that shapes their basic beliefs and values, helping to establish beliefs and expectations related to how people should behave. Marketers often segment consumer target audiences for products and services based on cultural values. The overriding beliefs and attitudes of a society can change over a period of time due to different environmental factors. Some of these factors might include such things as changing ethnic/racial mix of the population, more widespread acceptance and occurrence of single-parent families, and more consumers beginning to desire simpler, more meaningful lives. Businesses must be able to identify important trends that are driven by the macro environment. They must understand the need to embrace widespread environmental changes and learn how to use them to their advantage. At the same time, marketing management must know and understand macro-level environmental issues and concerns as well, to be able to use them to predict (with a great degree of accuracy) their possible immediate and long-term impact on consumers buyer behavior. 2.1.4. Technology The technological environment covers all stuff that used for producing goods and services.Technology shapes our destiny dramatically. It changes the communication way of consumers and marketers. New markets and chances are created by new technologies which also replace itself. Thus, it is true that many old industries are got rid of nowadays. Marketrs must pay special attentions on technologial trends to predict impacts/influences on consumers.. 2.2. Micro Environment 2.2.1. Customers Customers of an organization can be varied from one to various markets. Three first common type of market are consumer, business and reseller markets. The first one includes persons and households that consume goods and services personally. The second refers to those who buying good and services for further procession or for use in their production process. The last one is for the aim of profitable reselling. Besides, government market is the term used for illustrating the agencies the buy goods and services to produce public services or transfer those to needed others. Last but not least, those buyers who are consmers, producers, resellers, and governments in other contries also form an international market. 2.2.2. Suppliers Suppliers mean someone providing the needed resources to a firm to produce products or services. They plays a critically important role in lasting firm’s life. Without suppliers, no value is created and delivered to customers. Supply availability is the most noticable factor for marketing companies. Since the suppliers are partners in producing and transfering customer value, the firms have to put pricing trends under their consideration. Those can range from material suppliers to energy suppliers or even suppliers of labour and capital. That means they can vary its competitive position and marketing capabilities. The association between suppliers and the firm may be a perfect example of a strong equation that depends on the industry condition and the the extent to their each other dependence. There are some cases in which the bargaining strength of the suppliers may increase critically. For instance, when the seller company is unique or it supplies important inputs , the choices of buyer company are restricted. Consequently, the seller business strength reachs maximum level. 2.2.3. Financial Institutions The aftermath of the 2008 global financial crisis witnessed a surge on the discussion of  financial stability issues. In some countries the focus of the debate is on the role of the  shadow financial system, its relationship with banks, and the regulatory and  supervisory failure to address the problem of regulatory arbitrage. In Europe, the main  concerns lies on the lack of a European safety net, mainly due to the absence of a  European lender of last resort. In emerging countries, however, the discussion is  centered around the impact of the crisis on the volatility of capital flows and the  architecture of the international financial system. Though some of the phenomena  underlying the origins and depth of the financial crisis were either new or located in  new instruments and markets, most of the issues that were raised during this episode  can be traced back to the first financial crisis of the world. In the following lines, we  develop the argument that e ven though financial stability concerns are as old as  financial systems, and despite some of the main lessons of the recent crisis look pretty  much alike the lessons of several financial episodes of the past (to which many  jurisdictions have already reacted), there are good reasons to highten our concern with  financial stability. 2.2.4. Government Agencies Government agencies’ demands often exceed the needs of a firm’s customer. The government can play numerous roles as stakeholder such as receiving taxation revenue from commercial institutes, getting them to be responsible from the public sector, and achieving many economic and social goals. 2.2.5. Competitors Market combines a veriety of competitors. Most companies have to be run sucessfully to take a strategic advantage. Marketing planners are forced to decide the best way to powerfully site the firm’s products and services againts that of competitors. To do that the marketers need put the company’s size and standing into their consideration. What’s more, making differences and keeping them up is a core of any problems so the firm should analyze and check for its competitor carefully. Those are never enough for success. Besides, according to Philip Kotler, the company must create customer value and satisfaction greater than that of its competitors. Hence, markets’ role is more complicated instead of adapting the customers’ needs. The companies must make up their offerings to be greater in customers’ minds than its competiors can do. In the end, competition game never end. In fact, business organizations always compete in both direct and indirect ways. 3. Conclusion In this assignment I have tried to figure out what marketing environment is and does marketing environment really affect the company strategy. Basically Marketing environment is divided into Micro-environment and Macro-environment. Micro-environment influences may demand urgent attention, but Macro-environment influences can have a more profound long-term effect on an organization’s marketing. Marketing environment gives us lot of opportunities as well as we have got lots of threat. It’s true that marketing has got both option but I think that every organization has got a lot to do with marketing environment because every giant and vital companies knows the vital importance of their marketing research and intelligence to watch and adopt the changing marketing environment. The question is what happens to those companies who don’t realize the importance of marketing environment? It’s so simple you can see IBM and General Motors they ignored the environmental changes and now they are in crises. Actually marketing environment takes place with a board system of economic, social and technology relationships. In marketing environment a firm creates its value through interaction with other individuals and organization to make up marketing environment. You can’t divide marketing environment into distinct areas .A good firms seeks to understand the complex linkage between different parts of marketing environment. Marketing environment is acting as a pillar for the organization and if somebody neglect the importance of marketing environment it quite hard for that organization to sustain in market. So in my assignment I have tried to analyze that on what ground marketing environment is based and what effect it has got on an organization .

Hallucinogens :: essays research papers fc

Hallucinogens or psychedelics are mind-altering drugs, which affect the mind’s perceptions, causing bizarre, unpredictable behavior, and severe, sensory disturbances that may place users at risk of serious injuries or death. Hallucinogens powerfully affect the brain, distorting the way our five senses work and changes our impressions of time and space. People who use these drugs a lot may have a hard time concentrating, communicating, or telling the difference between reality and illusion. Hallucinogens cause people to experience - you guessed it - hallucinations, imagined experiences that seem real. The word "hallucinate" comes from Latin words meaning, "to wander in the mind." Your brain controls all of your perceptions; the way you see, hear, smell, taste, and feel. Chemical messengers transmit information from nerve cell to nerve cell in the body and the brain. Your nerve cells are called neurons, and their chemical messengers are called neurotransmitters. Chemicals like hallucinogens can disrupt this communication system, and the results are changes in the way you sense the world around you. There's still a lot that scientists don't know about the effects of Hallucinogens on the brain though. Some hallucinogens occur naturally in trees, vines, seeds, fungi and leaves. Others are made in laboratories by mixing different chemical substances. LSD or acid is one of the most common, well-known hallucinogens. Psilocin or Psilocybin mushrooms, Mescaline or Peyote, MDMA, Bufotenine, Morning Glory seeds, Jimson weed, PCP and DMT are less common psychedelics with effects similar to LSD. PCP and Ketamine are drugs with hallucinogenic properties. Some drugs, such as cannabis, can cause hallucinogen-like effects when used in high doses or in certain ways. Using hallucinogens is often called tripping. In its pure form LSD is a white, odorless powder. This pure form is very strong, so LSD is usually mixed with other things to make the dose large enough to take. LSD comes in the form as liquids, tablets, capsules or squares of gelatin or blotting paper. LSD use can have many effects. These may include sleeplessness, trembling, and raised heart rate, and blood pressure. LSD users may feel several emotions at once (including extreme terror), and their senses may seem to get crossed, giving the feeling of hearing colors and seeing sounds. Even a tiny speck of LSD can trigger these effects. Many LSD users have flashbacks; sudden repetitions of their LSD experiences, days or months after they stop using the drug.

Childhood Obesity Essay -- Health Care, Diseases

"Today, about one in three American kids and teens are overweight or obese; nearly triple the rate from 1983. With good reason, childhood obesity is now the Number 1 health concern among parents in the United States, topping drug abuse and smoking. If current trends continue, today’s kids could be the first generation to live shorter lives than their parents" (Clinton, para. 3 2011). Children may not understand the complexities of food intake or obesity but they continue to be affected by the issue. The reality is that if a parent enables their kids to make poor eating choices as children; they will struggle as adults to make the right eating choices. Many factors contribute to childhood obesity but the major factors are living sedentary lifestyles along with poor nutrition and over consumption of fatty foods. Webster's Encyclopedic Unabridged Dictionary of the English language defines obese as excessively fat; corpulent (bulkiness or largeness of body); overweight. According Charles Stuart Platkin, PhD, (2009) the child's Body Mass Index (BMI)-the number calculated from a person's weight and height- provides a reliable indicator of body fatness. A person's body fat percentage is the total weight of the person's fat divided by the person's weight and consists of essential body fat and storage body fat. A child’s BMI is calculated to asses there weight to make sure children are healthy at there current status. Based on research from the American Heart Association (2011) 23.4 million children ages two to nineteen are overweight and obese. 12.3 million of those children are males and 11.1 million are females. There is no debate about whether childhood obesity is a problem in the United States. The debate should begin with ackno... ...mputer or playing video games" (Childhood Obesity, 2011, p. 1) Considering a child is in school for approximately six to seven hours a day and is playing video games or watching TV four to five hours a day there is very little time left for physical activity that often gets neglected. Obesity often appears with children who consume far more calories than they can burn off. . It would take an averaged sized person, running at a pace of 10 minutes per mile, one hour to burn off all 620 calories consumed in the mighty mcnugget meal at McDonald’s. (Natural bodybuilding, 2011) Kids nowadays prefer watching SpongeBob Square Pants or nickelodeons cartoon network verse taking part in outdoor activities. An easy resolution in avoiding obesity issues among young children is to make time everyday for active activities and limit the amount of time the child sit stationery.

How Great Companies Think Differently

Strategic Management How Great Companies Think Differently Making money has long been the ultimate aim of a business. This capitalism vision has influenced the majority of corporations limit their goals in generating the highest profits and returns to owners, regardless the health and safety of employees, the environment, and general public. An institutional logic, therefore, has been raised by professor of Harvard Business School-Kanter. Unlike traditional practices, this logic addressed a successful company is a vehicle for enhancing societal welfares, rather than only a machine to make money.Not only can most well-established companies distribute sound returns to shareholders, but also build long-lasting institutions. In high-performing business, both institutional logic and economic logic are critical to operations and strategic decision making. There are six fields mentioned in the passage, which are a common collaborative purpose, a enduring focus, emotional engagement, partner ing with society, innovation, and self- organization-changing corporate and leadership behavior at all, as well as constructing the base of a solid and stable competitive advantage.Effective governance that ties the decisions of managers up with the interests of shareholders can help develop a competitive advantage. (Ireland, P. 250) The article, however, suggests a different way of governing the corporate, which I think is more comprehensive to develop a sustained institution. In order to ensure continuous returns, a company need to empower the employees, engage emotion, lead based on esteem, and contribute to related community. Corporate social responsibility, actually, should be internalized as the governance mechanism.As far as the business can offer, it is aimed at satisfying the needs of customers and continuous value creation. A company, therefore, should create an identity, which can reflect the standing values, for the people to recognize what it is and how it will achieve. For example in Hong Kong, Hang Seng Bank has a non-profit educational institution called Hang Sang School of Commerce in Shatin. It is aimed at providing professional business education and to equip personnel with capability, solicitude, conscientiousness and creativity.It aligns the goals of Hang Seng Bank in pursuit of excellence for the customers and common good for Hong Kong society. It is wise for a business to focus on long term sustainable development by performing ethical roles to society. When Hang Seng Bank educates and nurtures the next generations, it can also benefits from recruitment of quality employees from Hang Sang School of Commerce. This secures the future development of Hang Seng Bank, which would keep going with its ultimate goals. The morale of the employees, indeed, is a key determined factor for a successful corporate.In Hang Sang School of Commerce, it is obvious that all teachers want to educate the best students—to get the more â€Å"A†s, s o that they can also be rewarded from promotion and bonus. Associated with social enterprise is also critical to build an enduring institution. Through demonstrating the company's commitment to furthering the development of the countries, the company can get supports from public and know more about the preferences of the residents. Standard Chartered Bank (Hong Kong), holds marathon races every year, demonstrating the core value of Hong Kong—diligence.Honestly, Standard Chartered has customized services with high efficiency and effectiveness. It has won numerous awards in Hong Kong and Asia, such as best employee engagement, bet retail bank and so on. It would probably the attributes of intensive involvement in social affairs. Extending the corporate social responsibility in a creative way can explore new business opportunities. There is annual Employee Volunteering Month in Standard Chartered to encourage the staff in taking part in any kind of volunteering services, such as drum event with special educational needs students at Shatin Public School.The interaction of corporate individuals with society can further institution-building goals by the way of expressing corporate values and producing valuable learning. By devolving authority and responsibility to employees, an institution can benefit from self-discipline of employees their own. When the jobs are controlled by themselves, employees are more willing to devote their greatest efforts to the company. As a result, the corporate can also gain from some fresh ideas and maximum fulfillment of employees.To conclude, this article is worth for reading that it proposed building an enduring institution, rather than a short-sighted profit-making machine. Success is accumulated from every drop of human effort. Laying the groundwork of social responsibility can reciprocally develop a sustained corporation. (Total: 726 words) Works Cited: Ireland, R. D. The Management of Strategy : Concepts. 9th ed. / R. Duan e Ireland, Robert E. Hoskisson, Michael A. Hitt. ed. Singapore]: South-Western/Cengage Learning, 2011. Print. Kanter, Rosabeth Moss. â€Å"How Great Companies Think Differently. †Ã‚  Harvard Business Review  89. 11 (2011): 66-78.Business Source Complete. Web. 19 Nov. 2012. â€Å"Corporate Responsibility† Hang Seng Bank. n. d. Web. 26 Nov. 2012. ;http://bank. hangseng. com/1/2/about-us/corporate-responsibility/corporate-responsibility; â€Å"Corporate Social Responsibility – Hong Kong† Standard Chartered Bank (Hong Kong) Limited. n. d. Web. 26 Nov. 2012. ;http://www. standardchartered. com. hk/sustainability/en/; â€Å"Standard Chartered drums up Employee Volunteering Month By Visiting Special Needs School † Standard Chartered Bank (Hong Kong) Limited. 8 May. 2012. Web. 26 Nov. 2012. ;http://www. standardchartered. com. hk/news/2012/press_20120509. pdf;

Analysis of Online Article

Student Name LING 305W Project #1 Final Draft – Handout 23 February 2012 Genre Analysis of the Online Article, ‘Superfoods’ Everyone Needs Genre: online article Author: Susan Seliger Target Audience: variety of ages; healthy people, healthy cooks, people who want to eat better, people with illnesses, diseases, or other health ailments Article Title: ‘Superfoods’ Everyone Needs Source: www. webmd. com Date: February 2007 Author’s claim: â€Å"A healthy diet incorporating a variety of†¦ superfoods will help you maintain your weight, fight disease, and live longer. (para. 4) My analysis tool: COLFV model, which stands for five elements—content, organization, language, format, and values Blueberries—one of the superfoods Seliger describes. Source: www. sciencedaily. com My claim: Using the COLFV model to analyze the genre of this informative online article, I find that Seliger effectively uses organization, language, and values; however, the content and format of the text could be improved. CONTENT: Feature 1 – Percentages * In reference to the outside source, Elizabeth Somer, Seliger includes percentages. I’d say about 50%-70% of suffering could be eliminated by what people eat and how they move: heart disease, diabetes, cancer, hypertension can all be impacted. † (para. 3) * By including these percentages, the reader can easily refer to them in the text. * Percentages make the comment more tangible. Feature 2 – Comparisons * The author compares age with calcium levels for adults (para. 12). For example, the author includes: â€Å"Age 9-18 – 1300mg; age 19-50 – 1000mg; age 51 and over – 1200mg,† in bullet point format on separate lines. These comparisons by age and level of calcium help readers find which level fits them. * These comparisons are important, however, the ages are limited to adults. Albeit the first group includes children from ages 9-18 , it can be useful for readers to be informed about the levels for younger children. ORGANIZATION: Feature 1 – Classification * Seliger classifies each highlighted superfood in the subheadings. For example, blueberries are the â€Å"antioxident superfood† (above para. 5) whereas tea lowers cholesterol and inhibits cancer (above para. 1). * These classifications help distinguish the beneficial properties of each superfood. Feature 2 –Expansion * Describing the preferred form of beans to purchase for the superfood, fiber, Seliger cites Dr. Ann Kulze (para. 10). Kulze expands beyond the dried, fresh and frozen form of beans by mentioning that consumers should try to avoid canned beans as they contain high amounts of sodium usually. LANGUAGE: Feature 1 – Informal * The author uses vocabulary like â€Å"guess what? † (para. 1) and â€Å"yummiest† (above para. 3). * Seliger does a great job of connecting to her more general audience by using infor mal vocabulary. This shows readers that an expert, like Seliger, is more similar to them. Feature 2 – Acronyms * â€Å"ECGC† is described as a powerful antioxident by the author (para. 11). * Including acronyms can help reduce reading time for readers. * This particular acronym is not defined by each of its letters. This leaves members of the target audience to search for its definition or to overlook it. FORMAT: Feature 1 – Subheadings â€Å"Soy – Superfood to Lower Cholesterol† (above para. 9) and â€Å"Calcium† (above para. 12) are two of the subheadings used by Seliger. * Subheadings nicely guide the reader to the specific content. Specifically, each superfood receives its own section with a subheading and a paragraph description. Feature 2 – Bullet points * Fourteen items (superfoods) after the fourth paragraph and the comparisons by age after the twelfth paragraph receive their own lines with bullet points. * Bullet points help a reader quickly and easily follow emphasized text. Seliger does a great job of including the fourteen superfoods with bullet points as it resembles a shopping list. In fact, a reader could potentially print this portion of the article and refer to the bulleted items as a shopping list at the supermarket. * The comparisons could be enhanced for better reader interpretation if the content were inserted into a table or graph rather than in bullet points. The reader could refer to a visual such as a table more easily and compare each age group side-by-side. VALUES: Feature 1 – The author and the target audience share the same interest in good health. â€Å"A healthy diet incorporating a variety of the following superfoods will help you maintain your weight, fight disease, and live longer. † (para. 4) * For the readers (as described in the target audience on page one of this handout), this line directly connects the benefits of eating superfoods. Feature 2 – The aut hor and the audience share the same understanding that health can be improved. * The author refers to Somer in regards to an additional benefit of Omega 3s being a depression reducer (para. 7). * For the target audience, additional benefits support Seliger’s plea to eat superfoods. Reference Seliger, Susan.

Should Kids Books be Banned

Banning books blocks young children’s minds from real world information. By limiting their range of reading, their knowledge is lowered to a steady lull of comforting information. When they are pushed into situations relating to these topics, they are at a disadvantage. The Clan of the Cave Bear is a perfect example of this situation. The Clan of the Cave Bear has very useful information on early human life. The Clan of the Cave Bear is about a young early homosapien named Ayla. Ayla got separated from her home when she was young. The time setting is prehistoric Europe.She is found by a group of traveling Neanderthals. These Neanderthals talk using hand signals and few sounds. The leader of the group in named Brun, he has two siblings, Creb The Mog-er (or spiritual magician), and Iza the medicine women. Brun also has a son named Broud. Alya quickly learns to speak. Creb decides her totem is the cave lion, which is rare for a woman. As time goes by Alya teaches her self how to hunt, which is forbidden by the Clan women. The clan goes to hunt mammoth and Alya is forced to use her weapon to protect a child of the clan. Because of this Alya is given the death curse for one month.She returns and is welcomed back into the clan. Broud hates Alya and rapes her. The clan does not have any connection with intercourse and birth. Ayla gives birth but her baby is a mix of Neanderthals and Homo sapiens. Her baby’s name is Durc. The clan goes to a gathering of ten clans of Neanderthals. When they return her mother Iza is sick and dies. There is an earthquake that destroys the clan’s cave, killing Creb. Since Broud is now leader he blames the earthquake on Alya and banishes her. Jean M. Auel is an inspiring author who researches thoroughly. Jean M. Auel grew up in Chicago.She was the second of five children. She later moved to Oregon with her husband Ray Auel. While working she raised she five children. Also at this time she earned an M. B. A. from the Uni versity of Portland. In 1980 her first book was published, The Clan of the Cave Bear. In 1982 The Valley of Horses followed. In 1985 her third novel The Mammoth Hunters was the first hardcover novel with a first printing of more than one million copies. Her next book, The Plains of Passage was published in 1990. In 2002, her fifth novel, The Shelters of Stone, debuted at #1 on bestseller lists in 16 countries.Her last book so far, The Land of Painted Caves was published in March 2011. One of Auel’s greatest prizes is the French government's Ministry of Culture â€Å"Officer in the Order of Arts and Letters† medal. (â€Å"About Jean Auel. â€Å") All of her books were banned or challenge. Including The Clan of the Cave Bear. Auel’s response was that she â€Å"writes for adults. † (â€Å"‘Clan Of The Cave Bear' Banned From A Library. â€Å") The first case was in 1993, when Tom Baldwin, a Moorpark school board member, fought to take Auel off the r ecommended reading list. (Auel). â€Å"The Clan of the Cave Bear. 3†) He argued that it had â€Å"explicit sexual content. (Maiella Jr. , James. ) His reasoning was looked over by a group of seven board members. His challenge was later denied. (Sova) The processes to challenge and ban a book are very different. 0. To challenge a book is to restrict the reading of that book. One must have a reason for challenging a book. Many challenged or banned books are accused of having: It is considered sexually explicit, used offensive language, and was unsuited to any age group. Challenging a book is stronger than just stating their opinion. For the most part, books that are challenged do not end up being banned.Books take much longer to be banned. There are usually are several cases of challenging of the book before it is banned. (â€Å"About Banned ;amp; Challenged Books. â€Å") Many people when discussing censor ship include the constitution in their arguments. 0. People need to be able to look over the details of books to find what the authors are actually trying to teach you. The Clan of the Cave Bear is a very informative and detailed book. People can learn so much about evolution from reading it. â€Å"When Brun saw a huge herd of bison, he was encouraged. They were the embodiment of his own totem† (Auel, Jean M).This quote shows the knowledge on early human life and their totems. The Clan of the Cave Bear is not just a story about Alya, but about early human life in general. Auel spent half of her time researching early humans. The other half was writing the actual books. If a child went through high school without any knowledge of evolution and early behavior of humans, they would be lacking a huge area of knowledge. Many people believe that banning is supported by the constitution, but others disagree. 0. One quote made by Sir Winston Churchill is â€Å"Every one is in favor of free speech.Hardly a day passes without it being extolled, but so me people’s idea of it is that they are free to say what they like, but if anyone says anything back it is a outrage. † (Doyle, Robert P. Banned Books Challenging) In this quote he is saying that people think they are right and they do not want anyone arguing with them. This quote can be related to the banning of books. The people who ban books defend themselves by saying that it is supported by the constitution. However, when others show them quotes from the first amendment they are defensive. When people ban books they block the level of potential of the children who could have read it. . A Supreme Court case involving censorship was the Right to Read Defense Committee v. School Committee of the City of Chelsea case. In this case The Chelsea, Mass. School Committee â€Å"decided to bar from the high school library a poetry anthology† (â€Å"Notable†) The poem was Male and Female under 18. They claimed that it was an â€Å"offensive† and â€Å"dam aging† poem. The poem was challenged in U. S. District Court. Joseph L. Tauro ruled: 0. â€Å"The library is ‘a mighty resource in the marketplace of ideas. ‘ There a student can literally explore the unknown, and discover areas of interest and thought not covered by the prescribed curriculum.The student who discovers the magic of the library is on the way to a life-long experience of self-education and enrichment. That student learns that a library is a place to test or expand upon ideas presented to him, in or out of the classroom. The most effective antidote to the poison of mindless orthodoxy is ready access to a broad sweep of ideas and philosophies. There is no danger from such exposure. The danger is mind control. The committee's ban of the anthology Male and Female  is enjoined. † (â€Å"Notable First Amendment Court Cases. â€Å") If people ban books their minds can be altered to a false reality.They can have a different and crippled knowledge o f the world. When put with the people who were not censored they have a strong difference in information. A quote expressing exactly this is: â€Å"Students in any high school in which there kinds of books are banned will likely graduate with little or no experience with contemporary fiction and unprepared for college-level study† (Bertin, Joan). What Bertin is saying is that the censored children will be unprepared for real world activities. His quote is a perfect for discussing the banning and censorship of the children

Developmental Psychology and Expressive Arts Essay

An explanation of each of the areas of learning and development and how these are interdependent. There are 7 areas of development in the learning and development for children as described in development matters in the early years foundation stage 2012 DFE Cheshire. There are 3 prime areas of development and 4 specific areas of development. The prime areas area personal, social and emotional development, physical development and communication and language development. The specific areas are literacy, mathematics, understanding the world and expressive arts and design. Personal, social and emotional development: The areas of personal, social and emotional development is about how a child makes relationships, has self-confidence and self-awareness and manages behaviour. For example, a child of 26 months will demonstrate to their parents that they can be independent and they could show this by saying ‘no’ if they don’t want to do anything. Physical development: Physical development is about how children can move around and handle things by themselves and health and self-care. For example, a child who is 10 months will pull themselves up to help them stand and they will hold onto someone they know or a piece of furniture for support. Communication and language: Communication and language is about how a child can listen and pay attention, to understand others and be able to speak. For example, a child who is 5 months will make their own sounds in response when someone who is familiar is talking to them. Literacy: Literacy is about a child who is learning to read and learning to write. For example, a child who is 16 months will be interested in books and rhymes and could also have a favourite. Also the could draw/write with their finger in the sand. Mathematics: Mathematics is about children learning about numbers, shapes, space and measures. For example, a child who is 40 months could be able to separate a group of 3 or 4 objects indifferent ways, and begins to recognise that the total is still the same. Understanding the world: Understanding the world is about how children see people and communities, how they see the world and technology. For example, a child who is 30 months could ask a question or comment on the aspects of the world, such as where they live or where a different family member lives. They might ask why they live in different places then them. Expressive arts and design: Expressive arts and design is about exploring and using media and materials, and being imaginative. For example, a child who is 60 months will be able to understand different media and combine them to make a new effect. These 7 areas of learning and development are all interdependent. An activity that shows this is playing play dough and basing this activity on the book postman pat. Personal, social and emotional links into this activity because they are all talking to you and each other about what they are doing with the play dough. This is interdependent with communication and language because they are speaking to each other while they are doing the activity. Communication and language is interdependent with physical because when they are making play dough people to do with postman pat they are using their fine motor skills to hold the cutter and rollers properly. Physical is interdependent with maths because when the children make the people, they can count how many people of objects they have made. Also they can be making different shapes which will help them learn. Maths is interdependent with literacy because they could make their names out of the play dough with the cutters and there could be some alphabetical letters they can also use. Literacy is interdependent with understanding the world because they will be using their senses and their knowledge to understand the book and be able to complete the play dough. Understanding the world is interdependent with expressive arts and design because using play dough is a type of media so they will gain skills. This is also helping the children learn more effectively and to be more creative. Early learning goals: Each aspect of the areas of learning and development have early learning goals. Most children will achieve most of these by 60 months. The outcomes have been reduced in the EYFS 2012. ‘Children play co-operatively, taking turns with others. They take account of one another’s ideas about how to organise their activity. They show sensitivity to others needs and feelings; and form positive relationships with adults and other children. This is from the personal, social and emotional: making relationships ELG 40-60+ months. For example, if a child was playing with lots of toys and another child was sitting alone with nothing to do, the child would share their toys with them so they become happy. This will help for them to build a relationship and become better friends.

Battle of Chattanooga

With the situation worsening, President Lincoln made the Military Division of the Mississippi and placed Major General Ulysses S. Grant in command of all Union armies in the West. Moving quickly, Grant relieved Rosecrans, replacing him with Major General George H. Thomas, and engineer Major General William F. Smith to open a supply line to Chattanooga. After making a successful landing at Browns Landing, west of the city, Smith was able to link up with Thomas and open a supply route in October, which was known as the Cracker Line. On the night of October 28 and 29, Bragg ordered Lieutenant General James Longstreet to sever the Cracker Line. Attacking at Wauhatchie, the Confederate general was very mad. With a way into Chattanooga open, Grant began reinforcing the Union position by sending Major General Joseph Hooker with the XI and XII Corps and then an additional four divisions under Major General William T. Sherman. While Union forces were growing, Bragg reduced his army by sending Longstreets force to Knoxville to attack a Union force that was under Major General Ambrose Burnside. Having consolidated his position, Grant began offensive operations on November 23, by ordering Thomas to go on from the city and take a string of hills near the foot of Missionary Ridge. The next day, Hooker was ordered to take Lookout Mountain. Crossing the Tennessee River, Hookers men found that the Confederates had failed to defend a valley between the river and mountain. Attacking through this opening, Hookers men succeeded in pushing the Confederates off the mountain. As the fighting ended around 3:00 PM, a fog descended on the mountain, which gave the battle the name of The Battle Above the Clouds. To the north of the city, Grant ordered Sherman to attack the north end of Missionary Ridge. Moving across the river, Sherman took what he believed was the north end of the ridge, but was actually Billy Goat Hill. His advance was stopped by Confederates under Major General Patrick Cleburne at Tunnel Hill. He thought that a frontal assault on Missionary Ridge to be suicidal, Grant planned to envelop Braggs line with Hooker attacking the south and Sherman from the north. To defend his position, Bragg had wanted three rows of rifle pits to be dug on Missionary Ridge, with artillery on the very top. Moving out the next day, both attacks met with little success as Shermans men were unable to break Cleburnes line and Hooker was delayed by burned bridges over Chattanooga Creek. As reports of slow progress arrived, Grant began to believe that Bragg was weakening his center to reinforce his sides. To test this, he ordered Thomas to have his men advance and take the first line of Confederate rifle pits on Missionary Ridge. Attacking, the Army of the Cumberland, which for weeks had suffered taunts about the defeat at Chickamauga, succeeded in driving the Confederates from their position. Halting as ordered, the Army of the Cumberland soon found itself taking heavy fire from the other two lines of rifle pits above. Without orders, the men started to move up the hill in order to continue the battle. Though originally mad at what he perceived to be a neglect for his orders, Grant moved to have the attack supported. On the ridge, Thomas men advanced steadily, aided by the fact that Braggs engineers had accidentally placed the artillery on the actual crest of the ridge, rather than the military crest. This mistake stopped the guns from being brought to bear on the attackers. In one of the wars most dramatic events, the Union soldiers surged up the hill, broke Braggs center, and put the Army of Tennessee to rout. This battle finally ended in a Union win, which they were of course happy about, but even happier because of their loss at Chickamauga, so this win made them feel like it made up for their other loss. The victory at Chattanooga cost the Union 753 men that were killed, 4,7220 of the men in their troops were injured and 349 missing. The Confederate’s casualties were listed as 361 killed, 2,160 wounded, and 4,146 captured and missing. The Battle of Chattanooga opened the door for the invasion of the Deep South and the capture of Atlanta in 1864. In addition, the battle destroyed the Army of Tennessee and forced Confederate President Jefferson Davis to relieve Bragg and replace him General Joseph E. Johnston. Following the battle, Bragg’s men went back south to Dalton, GA. Hooker was sent out to pursue the broken army, but was defeated by Cleburne at the Battle of Riggold Gap on November 27, 1863. The Battle of Chattanooga was the last time Grant fought in the West as he moved East to deal with Confederate General Robert E. Lee the following spring. ? Bibliography †¢www. wikipedia. org †¢www. wiki. answers. com/ †¢http://en. wikipedia. org/wiki/The_Battle_Of_Chattanooga †¢http://en. wikipedia. org/wiki/First_Battle_of_Chattanooga †¢http://www. nps. gov/hps/abpp/battles/tn024. htm †¢http://www. battlesforchattanooga. com/