Pronoun Definition and Examples

Pronoun Definition and Examples In English grammar, a pronoun is a word that takes the place of a noun, noun phrase, or noun clause. The pronoun is one of the traditional  parts of speech. A pronoun can function as a subject, object, or complement in a sentence. Unlike nouns, pronouns rarely allow modification. Pronouns are a closed word class in English: new members rarely enter the language. To understand how to recognize and correctly use pronouns, it can be helpful to review the types of pronouns that exist in English. Demonstrative Pronouns A  demonstrative  pronoun points to a particular  noun  or to the noun it replaces. These pronouns can indicate items in space or time, and they can be either singular or plural, says  Ginger Software. When used to represent a thing or things, demonstrative pronouns can be either near or far in distance or time, says the online grammar, punctuation, and spelling checker, offering these examples: Near in time or distance:  this, theseFar in time or distance:  that, those There are three basic rules for using demonstrative pronouns: They always identify nouns, such as: I can’t believe this. The writer does not know what this  is, but it exists.They often describe animals, places, or things but  they can also describe people, such as:  This  sounds like Mary singing.They stand alone, distinguishing them from demonstrative adjectives, which qualify (or modify) nouns. Demonstrative pronouns can be used in place of a noun, so long as the noun being replaced can be understood from the pronoun’s context: This  was my mother’s ring.These  are nice shoes, but they look uncomfortable.None  of these answers is correct. Indefinite Pronouns An indefinite pronoun refers to an unspecified or unidentified person or thing. Put another way, an indefinite pronoun doesnt have an  antecedent. Indefinite pronouns include  quantifiers  (some, any, enough, several, many, or much);  universals  (all, both, every, or  each); and  partitives  (any, anyone, anybody, either, neither, no, nobody, some, or  someone). For example: Everyone  did as  he  pleased.Both  of us match the donation.Some coffee  is  left. Many of the indefinite pronouns can function as  determiners. Interrogative Pronouns The term  interrogative pronoun  refers to a  pronoun  that introduces a  question. These words are also called a  pronominal interrogative. Related terms include  interrogative,  wh-word, and  question word, although these terms are usually not defined in precisely the same way.  In English,  who, whom, whose, which,  and  what  commonly function as interrogative pronouns, for example: Even if you do learn to speak correct English,  whom  are you going to speak it to?- Clarence Darrow When immediately followed by a  noun,  whose, which, and  what  function as  determiners  or interrogative adjectives.  When they start a question, interrogative pronouns  have no antecedent, because  what they refer to is precisely what the question is trying to find out. Reflexive Pronouns A  reflexive pronoun  ends  in  -self  or  -selves  and is  used as an  object  to refer to a previously named  noun  or pronoun in a sentence. It can also simply be called a  reflexive. Reflexive pronouns usually follow  verbs  or  prepositions. For example: Good breeding consists of concealing how much we think of  ourselves  and how little we think of the other person.-  Ã¢â‚¬â€¹Mark Twain Reflexive pronouns, which have the forms  myself, ourselves, yourself, yourselves, himself, herself, itself, oneself, and  themselves, are essential to the meaning of a sentence. Intensive Pronouns An  intensive pronoun  ends in  -self  or  -selves  and emphasizes its  antecedent. It is also known as an  intensive reflexive pronoun. Intensive pronouns often appear as  appositives  after  nouns  or other pronouns, for example: He wondered, as he had many times wondered before, whether he  himself  was a lunatic.- George Orwell, Nineteen Eighty-Four Intensive pronouns have the same forms as  reflexive pronouns:  myself, ourselves, yourself, yourselves, himself, herself, itself, oneself, and  themselves. Unlike reflexive pronouns, intensive pronouns are not essential to the basic meaning of a sentence. Personal Pronouns A  personal pronoun  refers to a particular person, group, or thing. Like all pronouns, personal pronouns can take the place of  nouns  and  noun phrases. These are the personal pronouns in English: First-person singular:  I  ( subject), me (object)First-person plural:  we  (subject), us (object)Second-person singular and plural:  you  (subject  and  object)Third-person singular:  he, she, it  (subject),  him, her, it  (object)Third-person plural:  they  (subject),  them  (object) Note that personal pronouns  inflect  for  case  to show whether they are serving as  subjects  of clauses or as  objects  of verbs or prepositions. All the personal pronouns except  you  have distinct forms indicating  number, either  singular  or  plural. Only the third-person singular pronouns have distinct forms indicating  gender: masculine (he, him), feminine (she, her), and neuter (it). A personal pronoun (such as  they) that can refer to both masculine and feminine entities is called a  generic pronoun. Possessive Pronouns A possessive pronoun can take the place of a  noun phrase  to show ownership, as in, This phone is  mine. The  weak  possessives (also called  possessive determiners) function as  determiners  in front of  nouns, as in, My  phone is broken. The weak possessives are  my, your, his, her, its, our, and  their. In contrast, the  strong  (or  absolute)  possessive pronouns  stand on their own:  mine, yours, his, hers, its, ours,  and  theirs. The strong possessive is a type of  independent genitive. A possessive pronoun never takes an  apostrophe. Reciprocal Pronouns A reciprocal pronoun expresses a mutual action or relationship. In English, the reciprocal pronouns are  each other  and  one another, as in this example: Leadership and learning are indispensable to  each other.- John F. Kennedy, in a speech prepared for delivery on the day of his  assassination, Nov. 22, 1963 Some  usage  guides insist that  each other  should be used to refer to two people or things, and  one another  to more than two. Relative Pronouns A  relative pronoun  introduces an  adjective clause  (also called a  relative clause), as in: Spaghetti at her table,  which  was offered at least three times a week, was a mysterious red, white, and brown concoction.- Maya Angelou, Mom Me Mom The standard relative pronouns in English are  which, that, who, whom,  and  whose.  Who  and  whom  refer only to people.  Which  refers to things, qualities, and ideas- never to people.  That  and  whose  refer to people, things, qualities, and ideas. Source What is a Demonstrative Pronoun? Ginger Software, 2019.

Battle of Stoke Field in the War of the Roses

Battle of Stoke Field in the War of the Roses Battle of Stoke Field: Conflict Date: The Battle of Stoke Field was fought on June 16, 1487, and was the last engagement of the Wars of the Roses (1455-1485). Armies Commanders House of Lancaster King Henry VIIEarl of Oxford12,000 men House of York/Tudor John de la Pole, Earl of Lincoln8,000 men Battle of Stoke Field - Background: Though Henry VII was crowned King of England in 1485, his and the Lancastrian hold on power remained somewhat tenuous as several Yorkist factions continued plot ways to regain the throne. The strongest male claimant from the Yorkist dynasty was the twelve-year old Edward, Earl of Warwick. Captured by Henry, Edward was kept confined at the Tower of London. Around this time, a priest named Richard Simmons (or Roger Simons) discovered a young boy named Lambert Simnel who bore a strong resemblance to Richard, Duke of York, son of King Edward IV, and the younger of the vanished Princes in the Tower. Battle of Stoke Field - Training an Impostor: Educating the boy in courtly manners, Simmons intended to present Simnel as Richard with the goal of having him crowned king. Moving forward, he soon changed his plans after hearing rumors that Edward had died during his imprisonment in the Tower. Spreading rumors that young Warwick had actually escaped from London, he planned to present Simnel as Edward. In doing so, he garnered support from several Yorkists including John de la Pole, Earl of Lincoln. Though Lincoln had reconciled with Henry, he had a claim to the throne and had been designated the royal heir by Richard III before his death. Battle of Stoke Field - The Plan Evolves: Lincoln most likely knew that Simnel was an imposter, but the boy provided an opportunity to unseat Henry and exact revenge. Leaving the English court on March 19, 1487, Lincoln traveled to Mechelen where he met with his aunt, Margaret, Duchess of Burgundy. Supporting Lincolns plan, Margaret provided financial backing as well as around 1,500 German mercenaries led by the veteran commander Martin Schwartz. Joined by a number of Richard IIIs former supporters, including Lord Lovell, Lincoln sailed for Ireland with his troops. There he met Simmons who had earlier traveled to Ireland with Simnel. Presenting the boy to the Lord Deputy of Ireland, the Earl of Kildare, they were able to secure his backing as Yorkist sentiment in Ireland was strong. To bolster support, Simnel was crowned King Edward VI at Christ Church Cathedral in Dublin on May 24, 1487. Working with Sir Thomas Fitzgerald, Lincoln was able to recruit around 4,500 lightly armed Irish mercenaries for his army. Aware of Lincolns activities and that Simnel was being advanced as Edward, Henry had the young boy taken from the Tower and publicly shown around London. Battle of Stoke Field -Â  The Yorkist Army Forms: Crossing to England, Lincolns forces landed at Furness, Lancashire on June 4. Met by several nobles led by Sir Thomas Broughton, the Yorkist army swelled to around 8,000 men. Marching hard, Lincoln covered 200 miles in fives days, with Lovell defeating a small royal force at Branham Moor on June 10. After largely evading Henrys northern army led by the Earl of Northumberland, Lincoln reached Doncaster. Here Lancastrian cavalry under Lord Scales fought a three-day delaying action through Sherwood Forest. Assembling his army at Kenilworth, Henry began moving against the rebels. Battle of Stoke Field - Battle is Joined: Learning that Lincoln had crossed the Trent, Henry began moving east towards Newark on June 15. Crossing the river, Lincoln encamped for the night on high ground near Stoke in a position that had the river on three sides. Early on June 16, the vanguard of Henrys army, led by the Earl of Oxford, arrived on the battlefield to find Lincolns army forming on the heights. In position by 9:00 AM, Oxford elected to open fire with his archers rather than wait for Henry to arrive with the rest of the army. Showering the Yorkists with arrows, Oxfords archers began to inflict heavy casualties on Lincolns lightly armored men. Faced with the choice of abandoning the high ground or continuing to lose men to the archers, Lincoln ordered his troops to charge forward with the goal of crushing Oxford before Henry reached the field. Striking Oxfords lines, the Yorkists had some early success but the tide began to turn as the better armor and weapons of the Lancastrians began to tell. Fighting for three hours, the battle was decided by a counterattack launched by Oxford. Shattering the Yorkist lines, many of Lincolns men fled with only Schwartzs mercenaries fighting until the end. In the fighting, Lincoln, Fitzgerald, Broughton, and Schwartz were killed while Lovell fled across the river and was never seen again. Battle of Stoke Field - Aftermath: The Battle of Stoke Field cost Henry around 3,000 killed and wounded while the Yorkists lost around 4,000. In addition, many surviving English and Irish Yorkist troops were captured and hung. Other captured Yorkists were given clemency and escaped with fines and attainders against their property. Among those captured after the battle was Simnel. Recognizing that the boy was a pawn in the Yorkist scheme, Henry pardoned Simnel and gave him a job in the royal kitchens. The Battle of Stoke Field effectively ended the Wars of the Roses securing Henrys throne and the new Tudor dynasty. Selected Sources UK Battlefield Resources Centre: Battle of Stoke FieldTudor Place: Battle of StokeWars of the Roses: Battle of Stoke

Biology Article Research Paper Example | Topics and Well Written Essays - 250 words

Biology Article - Research Paper Example This disruption of the natural growth of the plants containing foreign components that are embedded in the new plants may pose health risks to consumers. Accordingly, this breakthrough in biotechnology is the solution to feed the growing hungry population of the world. However, there is an accompanied risk to human health, environment, and even the eco-political aspects (Charnes, n.d). GA food is an alarming breakthrough in biotechnology. As a consumer, I believe that I have the right to know the sources of the foods that I eat everyday. Arpad Puzstai, one of the researchers in this field even exposed the effects of these GA foods. It was found out that GA potatoes caused impairment in the immune system, reduction of weight, damage of stomach linings and other suggestive signs of viral infection based on their experiment with rats. Despite his revelations, the government still favored large institutions that produce and distribute these goods (Lilliston, 2013). This is a very relevant issue in the field of biology and other relevant fields such as botany, nutrition, health and others. I believe that the government should keep watch of this concern. It is not enough for them to create one click solutions without knowing the consequences. Government funds must be intended for organic farming instead of production of GA foods. Information drives must be done to the public regarding GA foods and how they affect the bodies. Until now they are sold in the market and even priced lower that organically produced goods. Consumers like me should be vigilant about this. This issue should not

BI Research Paper Example | Topics and Well Written Essays - 1250 words

BI - Research Paper Example st organizations have created different technological architecture not only to make the process of decision making flexible and effective but also to enhance the speed at which the managers make these decisions while at the same time providing adequate security to the information. This has all been achieved through business intelligence (Gurjar & Rathore, 2013). Business intelligence has been defined and redefined by various scholars over the last ten years. According to Ranjan (2009), it refers to the process of generating information that can be valued in terms of its currency and relevance. Therefore any business intelligence involves logical and different types of technologies and applications involved in collection and analysis of data that is used by businesses to make logical decisions that enables the organizations come up with new opportunities ((Gurjar & Rathore, 2013). A closer look at the IBM demo will automatically tell you that IBM is a prominent producer of dashboards in the market. From the visuals used by the IBM dashboard to the analytical capabilities shown proves that IBM dashboards are made from complex Business Intelligence applications and architectures and are capable of generating powerful and reliable information that can be very useful to any given organization. Capabilities demonstrated in the demo further shows that the IBM dashboard is made as more of an enterprise dashboard. The information it produces is vital to the future of the entire business. This is the kind of information important to the general management of the company. On the other hand, in the Tableau demo, Tableau online looks a bit simpler, less complicated applications and at the first glance of it, one feels that it is simple and easy to operate. The visuals displayed are also easy to read and manipulate and not forgetting the fact that Tableau online looks mor e attractive. These are the exact characteristics ordinary users would search for in the market. It is a

Easyjet Marketing Strategy Analysis

Easyjet Marketing Strategy Analysis Jump to: Easyjet PEST Analysis | Easyjet SWOT Analysis | Easyjet Marketing Mix | Implementing and Managing Easyjets Policies | CSR at Easyjet This technical report has been ordered to clarify the e-marketing strategies implemented by the EasyJet airline to gain competitive advantages over its rivals in the marketing for low cost aviation. Situation analysis present position and industry of EasyJet by use SWOT and PEST model. This report looked at the various strategies used by EasyJet and researched in depth the European budget airline industry. The main objective is to study EasyJets successful e-marketing campaigns. Since 1995, EasyJet Airline Company Limited is a great and successful example of a European airline. The chairman Stelios Haji-loannou (Greek) founded the company this year. It is based on the US carrier SouthWest, and is low cost, no-frills model. Stelios hired an expensive brand consultancy and offered them  £100,000 to come up with one. A month later, the consultants turned up at EasyLand with magazine clippings attached to pieces of cardboard. Unimpressed by their efforts, Stelios promptly fired them. In the end, he came up with the airlines name himself. The word easy kept on coming into his head, so he decided to christen the airline EasyJet. For the company logo he went to a small local design consultancy, White Knight, which gave the airline its famous shade of orange, know as Pantone 021C, used by no other airline at the time or since. The design consultancy then created a simple set of graphics for the airlines first advertising campaign. In 1995, EasyJet starts flights from Luton to Glasgow and Edinburgh with to leased Boeing 737-300 with a capacity of 148 seats at a price of only  £29 for one way ticket. Glasgow and Edinburgh are the first routes. The logic was simple: southern Scotland was the biggest domestic market from London for which air was a sensible alternative to road or rail. The airline opened a telephone reservations centre and took its first booking on 23 October 1995. The phone at the EasyJet telephone reservation centre started ringing and never stopped. They were in business. Two years later, EasyJet launches its website, easyjet.com. Web bookings grew from zero to 26 per cent of business within a year. On the first day of trading during one promotion, 13,000 seats were sold, believed to be a record for the most commercial transactions carried out on the internet in 24 hour period. By mid-1999, when its internet sales represented 58 per cent of the total, EasyJet because the first airline to make more sales on the internet than through normal telephone reservations. In March 2000, EasyJet reached two million seats, and it took only another three months to reach the three million mark. By 2001, online bookings regularly reached 80 per cent, the highest proportion of online sales for any airline in the world. In financial view, EasyJet plc was listed on the London Stock Exchange (LSE: EZJ) and was a constituent of the FTSE 250 Index on 5th November 2000. In October 2004, the international investment company FL Group was purchased an 8.4 per cent stake in EasyJet. In 2005, FL Group increased its share in the company to 16.9 per cent. Lois (2005) mentioned that, according to the investment house, EasyJet was becoming a paperless company with a powerful electronic infrastructure. The results were lower administration costs, better management information and more responsive decision making. Situation Analysis In this chapter, I will present position and analysis the current position using both of used SWOT and PEST model. PEST Analysis of Easyjet The following factors are likely to have an influence on the EasyJet. (P)olitical factors In 1990 the European deregulation of commercial aviation coincided with the expansion of the low cost airline industry. The LCC in the industry were able to take advantage of the relaxed laws and expand their operations. On the other hand, threat of war in the East Euro and EU east enlargement may provide access to viable the new markets were also the political factors of EasyJet. (E)conomical factors Mercer Management Consulting (2002) reported that the low cost airline market conforms to the criteria of three components. Firstly, it provides a simple product consisting of no seat reservation, free seating, and adequate in flight service. They are a genuine no frills airline with a simple product offered to the market. Webster (2004) noted EasyJets ability to maintain a high degree of customer focus through a new, user friendly website with an improved booking process. Secondly, mergers and acquisitions is also the low cost airline markets characteristic; the expansion of existing low cost airlines and finally, market exits as a result of bankruptcy. Finally, the industry operates a low cost ethos, which is maintained by lean sales, high productivity of resources, low maintenance costs and low wages. (S)ocial factors The low cost carriers position their product to leisure travellers and non business travellers. However EasyJet has differentiated itself by targeting the business and leisure segments. This behavioural segmentation creates a more dynamic edge in comparison to their competitors who solely focus on leisure travel. Thus, EasyJet must ensure that its strategy is tailored to a wider market. Walton (2005) confirmed that EasyJet was presented as a European low cost airline with a current reading of 26 million passengers in 14 key countries. It has 190 routes to 58 airports and 163 million people live within one hour of EasyJets airports. (T)echnological actors Low cost carriers have the ability to maintain a high degree of customer focus through user-friendly websites with improved booking processes. These websites have the capability of charging bookings with greater ease and utilising an easy to use fare finder to obtain the cheapest fares. Selling tickets via the technological medium of websites and hence by having no travel agents, they avoid paying agency commissions. SWOT Analysis of Easyjet (S)trengths EasyJet was used the bright orange as Pantone 021C, used by no other airline at the time or since. It have a successful financially which they cut out all meals and snacks on travel tour, can reduced the cost of operation. Have more flexible organisation and being seen as an innovative. The airline opened a telephone reservation centre is a strong e-business on 1995. EasyJet is also was a part of the consortium and have awarded by UK air traffic control system National Air Traffic Services (NATS). Single model of aircraft reduced training, maintenance and supervisory costs. At last, EasyJet has been wisely investing in strong brand build measured like advertising and television shows ensured high brand recall. (W)eaknesses Below have some weaknesses for EasyJet organisation. It continued sustenance of cost leadership can be difficult in a dynamic market. The two drivers of growth, the focus on price and the focus on convenience seem to be reached their natural limits and differentiation from there could become difficult. The airline does not own the EasyJet brand, its owned by Sir Stelios and as a result, does not have control on its performance of other products and services used the same name. It also loss of usage in future could adversely affect its own market performance. (O)pportunities Recent expansion of the EU has resulted in open of new markets for the LCCs. Their low fares will increase movement of job seekers across boarders and also promote the tourism industry, lead to economic growth. Consolidation could help EasyJet to a certain degree offset the pressure on its costs and fares. Otherwise, vertical and horizontal expansion could be an important option for EasyJet for growth in mature markets and offset any future threat of increased in service provider costs. Withdrawal of traditional airlines from less traffic-intense routes could be an opportunity for expanded. EasyJet does not seem to have any flights to Scandinavian capitals like Stockholm and Helsiki where immigrant flow was on the rise. (T)hreats The threats of EasyJet had some factors. Terrorism and catastrophic loss can result in lesser air travel and loss of infrastructural support, war threats and outbreak of epidemics or pandemics could increase apprehensions about air travel. Technology advancement in the conduct of business meetings like video conferencing can be detrimental to short distance flights and impending increased in environmental taxes could increase costs. In addition, limited or no slot availability could be hurdle in future expansion plans and due to its limited fuel hedging policy, EasyJet is more vulnerable to fuel price fluctuations increased by variability in its costs. Currency fluctuations is also the factor of threats, it will affect especially the US dollar denominated costs like aircraft purchase, aircraft financing costs, maintenance reserve payments, fuel purchase etc.. Excess capacity and cost cutting tactics by competitors can affect passenger traffic on popular routes. Imitation of some main no-frills features by traditional airlines on same routes can confuse and blur the distinctive image of any LCC. Additional, traditional players can partly switch over or start their own baby low cost airline. Last, dependence on third party service providers could cause problems when any of these contracts are not renewed or negotiation of suitable replacement does not take place or if higher rates are charged. eMarketing Strategy Analysis This chapter was analysis what eMarketing strategy has the EasyJet adopted or is planned to adopt and what is the value proposition and differential advantage of this strategy. Marketing application of internet marketing Internet based media offer a range of opportunities for marketing products and services across the purchase cycle. EasyJet illustrate the applications of internet marketing since they show how organisations can use online communications such as their web site, third-party web sites and e-mail marketing as: Direct response medium: EasyJet uses sponsored links when a user is researching a flight using a search engine to prompt them to directly visit the EasyJet site by clicking through to it. Similarly the EasyJet e-mail newsletter sent to customers can encourage them to click through to a web site to generate sales. Platform for sales transactions: EasyJet sells flights online to both consumers and business travellers. Customer service mechanism: Customers serve themselves on easyJet.com by reviewing frequently asked questions. A relationship-building medium where a company can interact with its customers to better understand their needs and offer them relevant products and offers. EasyJet uses its e-mail newsletter and tailored alerts about special deals to help keep its customers and engage them in a dialogue to understand their needs through completing surveys and polls. Consumer matrix Bowman and Faulkner (1997) were also mentioned that the consumer matrix details that customers have with regard to the service or product offered to them and the prices charged. When used this theory to apply in EasyJet, can guestimate the general perception generated by the market. EasyJets flights was offer the value to consumer as gained the benefits from the online or telephone transaction relative to price appear favourable in comparison to another competitors. In the view of heterogeneousness, according to the demands for the service, indicated that, one service meets all demands might be let it to the wrong competitive strategy. More consumers were demand the low cost alternative and price sensitive with the airline segment. EasyJet was in order to attain sustainable competitive advantage by the customer matrix price strategy. Marketplace channel structures Channel structures describe the way a manufacturer or selling organization delivers products and services to its customer. The distribution channel will consist of one or more intermediaries such as wholesalers and retailers. The relationship between a company and its channel partners shown in below figure can be dramatically altered by the opportunities afforded by the internet. This occurs because the internet offers a means of bypassed some of the channel partners. This process is known as disintermediation or cutting out the middleman. Benjamin and Weigand (1995) calculated that, using the sale of quality shirts as an example, it was possible to make cost saving of 28 per cent in the case of (b) and 62 per cent for case for (c). Some of these cost savings can be passed on to the customer in the form of cost reductions. 6 Is of eMarketing In this section, I used the McDonald and Wilson (1999) as the 6 Is of eMarketing to summarised the differences between the new media and traditional media. The 6 Is are useful since they highlight factors that apply to practical aspects of internet marketing such as personalization, direct response and marketing search, but also strategic issues of industry restructuring and integrated channel communications. The 6 Is are Interactivity, Intelligence, Individualization, Integration, Industry restructuring and Independence of location. But in this case, I only focus one of the factors Integration, for used by this theory. The Internet provides further scope for integrated marketing communications. Below figure show how it is just one of many different media channels. When assessed the success of a web site, the role of the internet in communicating with customers and other partners can best be considered from two perspectives. The EasyJet web site can be used as a direct response tool enabled customers to respond to offers and promotions publicized in other media. The web site can also have a direct response or call back facility built into it. The internet can be used to support the buying decision even if the purchase does not occur via the web site. Customer information delivered on the web site must be integrated with other databases of customer and order information such as those accessed via staff in the call centre to provide what Seybold (1999) calls a 360 degree view of the customer. The internet can be used to support customer service. In EasyJet, who received over half their orders electronically, encourage users to check a list of frequently asked questions compiled from previous customer enquiries before contacting customer support via phone. Marketing Mix The marketing mix the 4 Ps of Product, Price and Promotion originally proposed by McCarthy (1960) is used as an essential part of implemented marketing strategy by many practitioners. Price Baker et al. (2001) have mentioned that the price element of the marketing mix refers to an organizations pricing policies which are used to define pricing models and, of course, to set prices for products and service. In EasyJet case, low price is a key element of the brand. Used differential pricing, booking in advance makes a ticket less expensive and off-peak travelling. Additional, can get the discounts for tickets though online booking. Product There are many alternatives for buying the product when EasyJat was developing its online strategy back then. The EasyJet website also has car rental, hotel booking services and links to other EasyGroup website. It also provided point to point services. Place Allen and Fjermestand (2001) were discovered that that the internet has the greatest implications for place in the marketing mix since the internet has a global reach. Internet booking system and open a telephone reservation system were the new channel structures for book the tickets. Promotion Specification of the promotion was usually part of a communications strategy. EasyJet highlights its a number one position among Europes low cost carriers. Prints are in bright orange telephone booking number and website link on the side of its aircraft. Competitive Strategy Michael (1980) has described three general types of strategies that are usually used by organisation. There are cost leadership, differentiation strategy and market segmentation strategy. But in EasyJets case, only two basic of competitive advantage was used: cost leadership and differentiation. Differentiation strategy EasyJet had made prominence attempts to make their product pop out from its low cost airline competitors. McDaniel (2000) mentioned that a product differentiation feature acts as competitive advantage was no longer alive. Also, EasyJet was generally the trend-setter for differentiation its market. Shiv and Alfred (2001) was discovered a matrix for classifies and identifies types of competitive positioning. EasyJet provided differentiation service of many routes to major airports such as Gatwick airport which shifts the focus to high produce traffic while abnegate economic and operative advantages of secondary airports. For the merchandise differentiation, EasyJet provide more variables such as have self check in kiosks, unrestricted baggage restraints, easy of use for the website and booking of tickets, these features of differentiation can helps the customers to enhance their purchase power with EasyJet. Implementation of Strategy How is the management creating new core and extended value for customer? EasyJet have the three main components to create new core and extended value for customer, the first was provide the number one safety airline, the second was build up a number one air transport network, and the last was enhance easyjet.com. Provide the number one safety airline: In 2009, EasyJet saw the introduction of a new Safety Management System (SMS), its provided a framework for safety compliance and manage the two pillars of safety performance at EasyJet. With active support by the European Aviation Safety Agencys European Commercial Aviation Safety team, the Safety Management System was a continuous improvement process. Build Europes number one air transport network: Slot management: EasyJet thinks departure time was very important to all customers, both of business trips and weekend breaks. Different from other competitors, who used smaller, much less convenient airports, and more remote, over 90 per cent of EasyJet aircraft operate into and out of congested airports. At these busy business and facilities, where slots were at a premium, EasyJet work hard to build up their portfolio across Europe. The slot management team has expertise and considerable capability, with over 60 years of extensive contacts and combined experience at European airports. Base Management: Overnight stops can create unnecessary costs. EasyJet were located aircraft and crew by managing the bases, they were able to maximise revenue and improve efficiency. Constantly under review the base location. For example, since 2006, EasyJet increased the number of aircraft based in Italy and France. Such as Luton, they also reduced capacity at under performing bases. How is the management balancing their online and offline promotion methods? Efraim (2008) mentioned that, in a click and mortar business, the allocation of resources between offline and online activities can create difficulties. Especially in sell side projects, the two activities can be viewed as competitors. In this case, personnel in charge of offline and online activities may behave as competitors. This conflict may cause problems when the offline side needs to handle the logistics of the online side or when prices need to be determined. Corporate culture, the ability of top management to introduce change properly, and the use of innovative process that support collaboration will all Pricing Strategy Traditional methods for determining price are the cost-plus and competitor models. Cost-plus means adding up all the costs involved material, labour, rent, overhead, and so forth and adding a percentage mark-up as profit. The competitor model determines price based on what competitors are charging for similar products in the marketplace. Pricing products and services for online sales changes these pricing strategies in subtle ways: Price comparison is easier: In traditional markets, either the buyer or, more often, the seller has more information than the other party, and this situation is exploited in determining a products price. By facilitating price comparison, the EasyJets internet booking system helps created what economists call a perfect market one in which both the buyer and the sell have ubiquitous and equal access to information, usually in the buyers favour. Online and offline goods are priced differently: In EasyJets pricing strategy, it was difficult for click and mortar company. Setting prices lower then those offered by the off-line business may lead to internal conflict, whereas setting prices at the same level will hurt competitiveness. Differentiated pricing can be a pricing strategy: For decades, EasyJet have maximized revenues with yield management charging different price for the same product. EasyJet is in the B2C marketplace, one-on-one marketing can extend yield management from a class of customer to individual customers. Bockstedt el al. (2005) also mentioned that, versioning is selling the same good but with different selection and delivery characteristics, is especially effective is selling digitized goods. Last minute deals: I attention that, in practice, last minute deals were sometimes offered, often at very low prices. If the airline decides to launch in such offers, either via a reseller or directly, it can set a new price that will allured the lower end of the tourist segment that didnt purchase tickets. Last minute deals were always made very close to the actual flight time. The overall impact of these changes is good news for the consumer. Internet technologies tend to provide consumers with easier access to pricing information, which increases their bargaining power. To remain competitive and profitable, sellers will have to adopt smarter pricing strategies. Specifically, business will have to look at ways of using the internet to optimize prices, primarily through greater precision in setting prices, more adaptability in changing prices, and new ways of customer segmentation for differentiated pricing. What impact is the implementation of strategy having upon the performance of the business? To improve results for any aspect of any business, performance management is vital. The process and systems intended to monitor and improve the performance of an organization and specific management activities such as internet marketing are widely known as performance management systems and are based on the study of performance measurement systems. Defining the performance metrics framework: Kotler (1997) mentioned that measurement for assess the effectiveness of internet marketing also be related to different levels of marketing control. These include strategic control, profitability control, annual plan control and efficiency control. Efficiency measures are more concerned with minimizing the costs of online marketing while maximizing the returns for different areas of focus such as acquiring visitors to a web site, converting visitors to outcome or achieving repeat business. Chaffey (2000) presents a framework of measures which can be applied to range of different companies. Metrics for the categories are generated as objectives from internet marketing planning which then need to be monitored to assess the success of strategy and its implementation. Business contribution A contribution to business profitability is always the ultimate aim of e-commerce. To assess this, leading companies set an internet contribution target of achieving a certain proportion of sales via the channel. When EasyJet (www.easyjet.com) launched its e-commerce facility in 1998, it set an internet contribution target of 30 per cent by 2000. They put the resources and communications plan in place to achieve this and their target was reached in 1999. Assessing contribution is more difficult for a company that can not sell products online, but the role of the internet in influencing purchase should be assessed. Discounted cash flow techniques are used to assess the rate of return over time. Service contribution from e-channels should also be assessed. Tools and techniques for collecting metric and summarizing results Techniques to collect metrics include the collection of site visitor activity data such as that collected from site log files, the collection of metrics about outcomes such as online sales or email enquiries and traditional marketing research techniques such as questionnaires and focus groups which collect information on the customers experience on the web site. I start by describing methods for collecting site visitor activity and then review more traditional techniques of market research which assess the customer experience. EasyJet was used customer relationship management CRM software to enhance its online booking server and reduce operational costs. Tony (2006) mentioned that CRM was specifically about gather customers information to provide their own customer service through the web. The CRM system was centralised all the data and information and allows innovations in customer service to be deployed and tested. An email marketing automation tool and a pilot voice self service solution is also can provide and enhanced levels of customer support with EasyJet. Legal and ethical issues Plamer (2005) mentioned that business ethics defines how a company integrates the core values of honesty, trust, respect, and fairness into its policies and practices and complies with legal standards and regulations. The scope of business ethics has expanded to encompass a companys actions with regard not only to how it treats employees and obeys laws but to the nature and quality of the relationships with shareholders, customers, business partners, suppliers, the community, environment, and future generations. European companies especially have embraced this expanded definition of ethics. e-Commerce ethical issues Two additional e-commerce related ethical issues are non work related use of the internet and codes of ethics. Non work related use of the internet EasyJet had a policy to avoid the employees used email and the web for non work related purposes. The use of company property for email and inter use creates risk. The degree of risk depends on the extent to which the company has implemented policies and procedure to prevent and detect illegal uses. EasyJet was also held liable for their employees use of email to harass another employee, participate in illegal gambling, or distribute child pornography. Some employees may use the company email to advertise their own business. Used other corporate computing facilities for private purposes may be a problem. Codes of ethics Volonino and Robinson (2004) were discovered that a practical and necessary approach to limit non work related internet surfing is an internet Acceptable Use Policy (AUP) that all employees must agree to. Without a formal AUP, it was much more difficult to enforce acceptable and eliminate unacceptable behaviours and punish violators. Whenever a user signs on to the corporate network, the user should see a reminder of the AUP and be notified that online activates are monitored. Such notification should be a part of a code of ethics. EasyJet have some corporate web policy guidelines, such as issue written AUP guidelines about employee use of the internet and communication systems including email and instant messaging; make it clear to employees that they cannot use copyrighted or trademarked material without permission. Post disclaimers of responsibility concerning content of online forums and chat sessions. Make sure that web content and activity comply with the laws in other countries, such as those governing contests and privacy. Corporate Social Responsibility A recent report (University of Exeter Business School 2010) has suggested that Corporate Social Responsibility (CSR) was an approach to business that takes account of issues combine with environment and society in addition to the more traditional business consider of profits and shareholders. CSR was not a new concept, it has evolved from its provenance in 19 century corporate charity and much attention both in policy circles and academic. EasyJets goal was ensure have an efficient as possible in the existing business, both on the ground and in air, and found some method to minimise its environmental impact in the future. The below details was show the EasyJet how to manage and monitor its environmental impact. The impact of EasyJet on the environment was involved the following: Greenhouse gas emissions: water vapour, nitric oxide and nitrogen dioxide (together NOx), carbon dioxide (CO2), some of which at altitude. Particulate emissions: soot and sulphate particles, some of which at altitude. Waste: chemical was involved in aircraft. Noise. EasyJet didnt have full CSR policy, buy they have an Environmental Code with three promises, first one was to be environmentally efficient in the air, and the second was an environmentally efficient on the ground and last was to lead in shaping a greener future for aviation. EasyJet strives to be efficient in the air: EasyJet was investment in the latest technology such as buy the new aircraft, the new technology aircraft were more fuel efficient than older models. Efficient use of aircraft, each of Airbus A319s carries 26 per cent more seats than the norm and potentially carries 57 per cent more passengers per flight than the European norm. Provide direct point to point flights, avoidance of air congestion and monitors its performance relative to other transport options. EasyJet strives to be efficient on the ground: EasyJet policy was to use the most efficient and simple ground equipment and simple airport infrastructure requirements. EasyJet was also keeps surface journeys to a minimum and minimal waste, such as no frills service was designed. EasyJet leads the way in shaping a greener future: EasyJet shaped European policy on making air traffic system more efficient and actively engaging with aircraft manufacturers to influence next generation technology.

The Climate for Change Summary

The Climate for Change Summary In the November 9, 2008 edition New York Times, an article titled â€Å"The Climate for Change† as a follow up to Al Gore’s speech where he challenged the United States to end its reliance on petroleum based fuels and to generate 100 percent of its electricity from renewable sources within ten years. He gave a five part plan to repower America and to achieve his challenge. Al Gore stated that the new president and the new Congress should offer large-scale investments in incentives for the construction of concentrates solar thermal plants in places that could produce large amounts of electricity. He says we should then begin the planning and construction of a unified national smart grid for the transport of renewable electricity. Third, the government should help America’s automobile industry to convert quickly to plug in hybrids that can run on renewable energy. Fourth, we should embark on a nationwide effort to retrofit buildings with better insulation and energy efficient windows and lighting. Lastly, the United States should lead the way by putting a price on carbon in the US to help reduce global warming pollution coming from us. Al Gore was the forty-fifth vice-president of the United States and was an environmental activist. He won a Nobel Peace Prize in 2007 in recognition for his work. He also won an Oscar for his documentary on the environment that year. In 2006 he founded The Alliance for Climate Protection and has written several books since then.

What Is The Theme Of The Song Of Roland - 1747 Words

The Song of Roland is the foundation of the French literary tradition. One of the earliest poems written in French, it describes the process by which France left behind its Germanic past as a loose confederation of powerful families and accepted its future as a Christian nation united by loyalties to king and country. This story is told as a clash of powerful personalities who are together engaged in a holy war against the Muslims in Spain. Unfortunately, the role of ignorance and jealousy combining to breed fear and hatred is a recurring theme in history ultimately exhibiting itself in the form of prejudice, and is a theme found in this story. The song of Roland which was, at the time of the First Crusade, established many of the†¦show more content†¦The Saracens (this was the medieval European term for Arabs, and, by extension, all Muslims) are portrayed as the mirror-image of the Christians—both the same and reversed. Their society is identical to Christendom in fo rm, but opposite in content. One of the prime areas of discrepancy is in the constant references to the pagan trinity -- Apollo, Muhammad, and Tervagen (Roland 3490-3491 et al). The first pillar of belief for the Muslims states that there is no God but Allah. Muhammad was a prophet, nothing more. For instance, the Saracens of The Song of Roland worship a trinity—formally, this is identical to Christian practice—but this trinity is composed of Mohammed, Termagant, and Apollo. Medieval Christians did not understand that Muslims respect Mohammed as a prophet, but emphatically do not worship him as a god. Termagant was an overbearing female deity having absolutely no existence outside of medieval Christian perceptions of Islam. Apollo is the ancient Greek god of poetry and music; nowhere but in The Song of Roland are Muslims said to worship him. It seems that he is included in the Muslim trinity here for his general odor of archaic paganism. So we see here that while the Saracens have a sort of trinity, it is composed of figures that medieval Christians would see as nothing but nasty and ridiculous little idols. And because theirShow MoreRelatedThe Theme of Father/Son Relationships in Beowulf the Song of Roland1680 Words   |  7 PagesThe Theme of Father/Son Relationships in Beowulf The Song of Roland Thomas Lazzaro Professor Fisher Literary Patterns of European Development Paper #1 2/6/97 The representation of father-son type relationships in early Medieval literary works is a key theme early authors used to give their works more depth and meaning. Two works that use the theme of father-son relationships are Beowulf and The Song of Roland. In Beowulf, the relationship between Hrothgar and Beowulf is one in which thereRead MoreReligious Conflicts in The Song of Roland1326 Words   |  5 PagesThe French epic, The Song of Roland, relates the conflicts between Christians and Muslims in 778 A.D. 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J Sutters experience in checking into the hotel as a journalist offers telling evidence of the theme of alienation. The imagery that Whitehead uses solidifies the core theme of social alienation. Here, the protagonists name is disembodied. His name is on the list, legitimizing his status in the society. On the list, he