intelligence Essay - 1530 Words

Intelligence is a very broad subject although it seems easily defined. A great amount of different meanings are given to intelligence as a concept from various cultures and sciences. Throughout history psychologists and sociologist have been trying to devise a way to reveal the level of intellect animals or humans possess. However this quest might not have a definitive answer. Intelligence therefore should be considered to be a broad and elusive concept with many distinct aspects to it. Research in the field of animal intelligence is essential to understand the more complex aspects of human intelligence. Ken Richardson, an honorary senior research fellow in the center of human development and learning at the Open University, in his book†¦show more content†¦As communities of individuals grows the social interactions become more and more complex. Keeping up with complex interactions requires a superior brain. This is what made humans so intelligent and resourceful. Many concepts of intelligence exist in the human society. Through the span of many centuries intelligence was a factor of discrimination. In ancient Greece smarts was what divided each social class. Even today higher education is reserved for those who can afford it. Nevertheless, there is no specific explanation of what intelligence is and what aspects of human thoughts it composes. The majority of individuals thinks of people without intelligence as savages or mentally challenged and those who are gifted as crazed scientists. Perhaps this is one of the many faces of intellect. Through the eons many individuals have been proclaimed geniuses. One of the most known and credited is Leonardo Da Vinci. Da Vinci has provided inspiration to almost every liberal art and science. From his famous Mona Lisa to his designs of the helicopter Da Vinci was extremely talented. Leonardo switched from painting to engineering to mathematics with incredible ease. Many scientists attribute his vast talents to the fact that he was ambidextrous and in control of his creativity and logic. Even though science has achieved so much, Leonardo Da Vinci’s works still continue to amaze researchers. Another gifted man well known for his life’s work was Albert Einstein. Although EinsteinShow MoreRelatedIntelligence Between Intelligence And Intelligence1033 Words   |  5 PagesVarious individuals have given their conception of intelligence. Intelligence is widely associated with achievement of success or mastery in a given concept. Thus, it seems reasonable to state that intelligence is essentially an ability. The debate starts when individuals attempt to define what this exactly this ability is and to what entity this ability can be attributed to. Some claim this ability is purely innate and other state it is influenced by one’s environment. Consequently, time plays aRead MoreIntelligence Of Intelligence And Intelligence1450 Words   |  6 PagesIntelligence can be defined as referring to intellectual functioning. There are many ways to assess intelligence such as intelligence quotients, many standardized test such as IQ tests, and the comparison of your persona l intelligence among those in your same age group. Test like the IQ fail to measure the different types of intelligence. When most people think about intelligence they make the general assumption that one is referring to academic intelligence. There are mare many different factorsRead MoreWhat Is Intelligence? Intelligence778 Words   |  4 PagesWhat is intelligence to you? Intelligence to me is someone who is able to be creative and can think outside the box. There are many different ideas of intelligence, depending on the person you speak to. Many traits can go into being intelligent; therefore, there is no single underlying factor. Some simple traits are: creative, thinker, knowledge, the ability to set a goal and achieve it, and able to think outside the box. According to the Merriam-Webster dictionary, intelligence is â€Å"the abilityRead MoreIntelligence Of Intelligence And Intelligence1297 Words   |  6 PagesNovember 2015 How is intelligence Effectively Measured in The U.S Intelligence is the ability to adapt to new information and use creativity and prior knowledge to assess problems in life situations. It is general cognitive problem-solving skills and. It is the mental ability involved in reasoning, perceiving relationships and analogies, calculating, and learning quickly. In the past,Earlier it was believed that there was one underlying general factor at the intelligence base called the g-factorRead MoreArtificial Intelligence And Authentic Intelligence Essay1025 Words   |  5 PagesArtificial Intelligence and Authentic Intelligence By Weldon Smith | Submitted On May 23, 2012 Recommend Article Article Comments Print Article Share this article on Facebook Share this article on Twitter Share this article on Google+ Share this article on Linkedin Share this article on StumbleUpon Share this article on Delicious Share this article on Digg Share this article on Reddit Share this article on Pinterest Expert Author Weldon Smith Scientific people have always enjoyed the thoughtRead MoreIntelligence : Intelligence And Genetics1460 Words   |  6 PagesIntelligence and genetics. Introduction: For many decades psychologist have attempted to link intelligence to genetic traits and test the probability of intelligence of an individual. How does one define intelligence and what measurement scale is effective in measuring intelligence are problems scientist are facing when determining intelligence. Other factors to consider when testing and tracking intelligence is the environment, nutrition and nurture of an individual. If psychologist were able toRead MoreThe Concept Of Intelligence And Intelligence1343 Words   |  6 PagesThe concept of intelligence can be hard to define. The question is what are the characteristics involved in one’s perceived notion of intelligence. Most people can certainly provide examples or ideas of intelligence only in regard to people. Since the concept of intelligence seems to only be based of ideas and examples constructed from individual people, how valid the tests, given to children and adults, to measure intelligence? The assessment of intelligence from the past and present are factorsRead MoreSocial Intelligence And Emotional Intelligence1641 Words   |  7 Pagescapacity to discern and respond appropriately to others emotions. To ensure this possibility, the teachers need to be competent in this area. High school teachers should exhibit social intelligence and emotional intelligence to ensure students are self-aware of one’s emotional state and others. Social intelligence is a combination of social awareness and social facility. Social awareness involves primal empath which is feeling with others and sensing non-verbal emotional signals. Even though we stopRead MoreIntelligence Is The Only Predictor Of Intelligence1219 Words   |  5 PagesOftentimes, one’s perceived level of intelligence is a judgement that remains beyond first impressions. The idea of ‘intelligence’ for most is simply defined as one’s vocabulary, manner of speaking, and grammar, or level of education. However, education does not equal intelligence, as only academic intelligence can be taught. Even if one is innately ‘book smart,’ this means nothing without motivation and skills in other types of intelligence, such as emotional intelligence or common sense. Tests and gradesRead MoreIntelligence And The Theory Of Intelligence Essay1737 Words   |  7 PagesPsychology Of Intelligence Intelligence is a very important factor in human psychology. Human intelligence is a rather complicated form of psychology and quite complex as well. Many people may lack intelligence, many people may have a strong amount of intelligence. Human intellect is what makes humans â€Å"smart† and sets us aside from animals and other types of beings. Many researchers in psychology have studied intelligence and how it makes us, us. Intelligence has since become something that can

Essay on Chanel No5 Advertisement - 660 Words

Chanel No5 Advertisement Throughout this advert, the producers use short shots to keep the viewers interested. The first shot is a high shot as the model walks across the ridge to the vault with a number 5 across it. This shot makes the model look small and innocent. Once the model opens the vault, the camera cuts to a behind shot. The viewers have not yet seen the models face, which adds the mystery to the advert and again keeps the viewers interested. The camera then cuts to in front of her and watches her slowly comes towards you but before you can focus on her face it cuts to the wall of Chanel No5 perfume bottles. There is another quick cut to behind the wall of bottles as the model†¦show more content†¦The camera cuts and with a high shot shows the wolf howling. This image then fades into the name of the product Chanel No5. This emphasises the product and reminds the viewers the product name. The sound in this advert is very dramatic and has a great effect. When the model is walking along the bridge towards the vault there is some light ethereal music playing gently in the background. Then as soon as she opens the vault the music bursts into strong, fairy-tale like music. This symbolises that in the vault there is something magical (the perfume). After the model has emerged from the vault the wolf appears and howls as the model leaves. This seems like he is grieving, as he has been defeated. The colour is very important in this advert. As the model is walking towards the vault the grand walls are a very dark, cold blue. Making it seems very sinister. The model is wearing a bright crimson cloak so this stands out against the dull background. As she enters the vault the room bursts open with light. The walls are a vibrant gold colour. It matches the colour of the perfume bottles so symbolising that the perfume is expensive and precious. Her red luscious lips match her red cloak. She has blonde delicate hair with slightly blushed cheeks. This almost suggests that if you use Chanel then you will also beShow MoreRelatedMaketing Report of Chanel2564 Words   |  11 PagesIntroduction Chanel started its business in Paris in 1909 and opened outlets in different countries for example, opened a boutique in 1913 in France, and it becomes one of the largest fashion brands in the world. It has produced clothing, footwear, handbags, cosmetics, fragrances and jewelries1 which are shopping goods. The characteristic of Chanel’s products are audacious, perfectionist, unique, passionate and visionary2. Chanel has won few FiFi awards which is a popular award in fragrance marketRead MoreMarketing Plan for Chanel N5 Perfume3426 Words   |  14 PagesExecutive Summary Chanel No.5 is one of the most popular perfume products on the market. The Chanel N5 has a constant mission to accomplish in satisfying it customers as well as the laws. It is crucial to keep a reasonable price and maintain high quality of the perfume product. Correspondingly, whenever the cost of the product decreases, it means the quality of the product lessens, and luxury product becomes ordinary. The word perfume derives from the Latin perfumare, meaning to smoke through.Read MoreLuxury Marketing- Louis Vuitton Marketing Strategy13307 Words   |  54 Pagesdistribution 27 Point of sales 27 Number of sales 28 Communication Mix 29 Marketing Problem 29 Media Objectives 30 Media plan/Schedule 30 Ad creation 31 Bus Posters 31 Billboards 32 Magazines 32 Social Networks 33 Print Advertisements 34 Street marketing 36 Financial Equations 37 5 Year Cost Vs. Profit Breakdown Analysis 37 2012 Revenue highlights 38 Promising Profitability for Timeless 39 Sales could Decrease from Product Cannibalism 40 Retroplanning 42 CorporateRead MoreLuxury Marketing- Louis Vuitton Marketing Strategy13318 Words   |  54 PagesChoice kind of distribution 27 Point of sales 27 Number of sales 28 Communication Mix 29 Marketing Problem 29 Media Objectives 30 Media plan/Schedule 30 Ad creation 31 Bus Posters 31 Billboards 32 Magazines 32 Social Networks 33 Print Advertisements 34 Street marketing 36 Financial Equations 37 5 Year Cost Vs. Profit Breakdown Analysis 37 2012 Revenue highlights 38 Promising Profitability for Timeless 39 Sales could Decrease from Product Cannibalism 40 Retroplanning 42 Corporate Deadlines

Economics Turn Around is Fair Game Essay Example For Students

Economics: Turn Around is Fair Game Essay Economics: Turn Around is Fair GameAmericas size and prosperity have made it the largest consumer ofimported products in the world. Brightly lit shopping malls adorned with thelatest foreign-made apparel, gadgets and trinkets, testify to the vast selectionof goods available for purchase. There is a dark side to this enormous quantityof choices: a hefty price tag the federal deficit. Unfair trade agreements,and, predatory pricing strategies and practices from abroad, placed those goodson the stores shelves. The United States Trade Representative (USTR), who isdirectly responsible to the President and Congress for trade negotiations; isforecasting a two hundred billion-dollar trade deficit for fiscal year 1996. We will write a custom essay on Economics: Turn Around is Fair Game specifically for you for only $16.38 $13.9/page Order now The American people must demand reciprocal trade agreements for overseasbusiness competitors. Complimentary trading would; put an end to subsidizeddumping, curb the loss of manufacturing jobs, and, tear down the barriersassociated with free trade. The practice of selling items at a price less than what it costs to makethem is called dumping. Foreign governments subsidize the manufacturingprocesses of certain industries so their companies can displace thecompetitions industry. The television industry is a perfect example ofsubsidized dumping. The post World War II infusion of subsidized Japanese-madetelevisions, terminated the United States(U.S.) television manufacturingindustry. In the late 1950s, half a million units crossed our borders, tax andtariff free. These television sets were made using cheaper components andcheaper labor. However, the cost of transportation, which would normallyescalate each individual price, was paid for by the Japanese government. Thepioneering inventors of the electronic marvel were forced out. No longer ableto compete by meeting rapidly declining prices, companies had to stop production,liquidate all available assets, and release their entire work force. Unemployment figures for 1996 are predicted to be at seven percent (USTR,1996.) This equates to nearly twenty million skilled American workers withoutjobs. The math is simple; imports cost an economy jobs, exports produce jobs. Reciprocal trading contracts would definitely curb the exponential loss ofmanufacturing jobs. Trade barriers are the largest problems facing American companies inoverseas markets. The obstructions are sometimes overt, sometimes hidden andusually extremely complex. Deals are covertly impeded with complicatedlicensing and import procedures. Regulations concerning special specificationstandards and testing of American goods are hurdles deliberately enacted toblock fair trade. If foreign governments were mandated to treat Americanbusinesses the same way native companies were treated, free commerce would trulybe achieved. The U.S. has used an arsenal of tools to try to mitigate unfair tradepractices and enhance U.S. access to overseas markets. These include: Section301 of the 1974 Trade Act Section 301 serves as the flagship of thePresidents fleet of trade remedies aimed at unfair trade practices. It callson the USTR, subject to the specific direction (if any) of the President, toenforce U.S. rights under any trade agreement. It also allows the USTR torespond to any act, policy, or practice of a foreign country or instrumentalitythat is unjustifiable, unreasonable, or discriminatory and that burdens orrestricts U.S. commerce. Under Section 301s broad mandate, the USTR may take any appropriate andfeasible action to enforce U.S. trade agreement rights or eliminate tradepractices unfairly burdening U.S. commerce. If the foreign country does notmodify its practices, the USTR may deny it U.S. trade benefits or impose duties,fees, or other import restrictions upon that nations goods or services. UnderSection 301, retaliatory action has been taken by the U.S. to eliminate unfairtrade activities of countries such as Japan as well as European Communitycountries. In other cases, its credible threat has been sufficient to achievemarket-opening, trade-liberalizing results without imposing sanctions. .u24bd1582453b9d3641b18ebdbf3370ec , .u24bd1582453b9d3641b18ebdbf3370ec .postImageUrl , .u24bd1582453b9d3641b18ebdbf3370ec .centered-text-area { min-height: 80px; position: relative; } .u24bd1582453b9d3641b18ebdbf3370ec , .u24bd1582453b9d3641b18ebdbf3370ec:hover , .u24bd1582453b9d3641b18ebdbf3370ec:visited , .u24bd1582453b9d3641b18ebdbf3370ec:active { border:0!important; } .u24bd1582453b9d3641b18ebdbf3370ec .clearfix:after { content: ""; display: table; clear: both; } .u24bd1582453b9d3641b18ebdbf3370ec { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u24bd1582453b9d3641b18ebdbf3370ec:active , .u24bd1582453b9d3641b18ebdbf3370ec:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u24bd1582453b9d3641b18ebdbf3370ec .centered-text-area { width: 100%; position: relative ; } .u24bd1582453b9d3641b18ebdbf3370ec .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u24bd1582453b9d3641b18ebdbf3370ec .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u24bd1582453b9d3641b18ebdbf3370ec .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u24bd1582453b9d3641b18ebdbf3370ec:hover .ctaButton { background-color: #34495E!important; } .u24bd1582453b9d3641b18ebdbf3370ec .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u24bd1582453b9d3641b18ebdbf3370ec .u24bd1582453b9d3641b18ebdbf3370ec-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u24bd1582453b9d3641b18ebdbf3370ec:after { content: ""; display: block; clear: both; } READ: The Death Penalty: To Be or Not to Be... EssayUnfortunately, it is seldomly used. In most instances, Section 301 is used onlyas a last resort when all other available remedies have been exhausted. Often,bilateral negotiations and dispute-settlement procedures under the GeneralAgreements on Tariffs and Trade (GATT) are used to resolve trade disagreementswithout resorting to Section 301. For example, bilateral negotiations have beensuccessful in improving access to Japans market for U.S. products, resolvingSouth Korean unfair trade practices affecting intellectual property rights andinsurance, and eliminating tariffs and import bans on several U.S. items inTaiwan. Economic principle tells us that free trade or freer trade will meanlower consumer prices, and, in the long term, job security in a stable,competitive economy. However, in the real world, the short term world, jobs arethreatened by competition from abroad no matter how fair that competition maybe. The only way to achieve freer trade in the complex and delicate world ofglobal business, is for the elected officials of America, to decree reciprocaltrade agreements at the international bargaining table. These agreements willopen doors for new economic opportunities in all nations. The agreements couldeliminate all tariffs, reduce or eliminate most nontariff barriers, liberalizeinvestment practices, cover trade in services, and support efforts atmultilateral trade liberalization. As a result all nations internationalcompetitiveness and living standards should markedly increase. Business

Possible Solutions for CSC

CSC is facing a certain kind of decline and the company is selling its facilities to gain some revenue. The company is selling one of its units in Australia, Paxus, to Adcorp a service company (South Africa).1Advertising We will write a custom report sample on Possible Solutions for CSC specifically for you for only $16.05 $11/page Learn More It is possible to note that one of the major issues CSC is facing now is emergence of new competitors.2 Many new businesses are entering the market (including quite large corporations that were not the company’s competitors previously, e.g. Microsoft, Amazon, etc.). The company has to come up with new strategies to overcome one of the most burning issues, i.e. significant competition. Notably, competition is an inevitable part of the business world. However, it is quite a serious issue for CSC. Competitors offer more services at lower prices and many of the company’s clients cease to work with CSC. Thi s issue has another impact. The company can lose many professionals as they can be offered higher salaries One of the major causes of the serious issue is that the company has long used a strategy of avoidance. CSC has tended to avoid competition by moving to other niches.3 Therefore, the company has no experience in operating in a competitive environment. The company has not worked out specific strategies to keep clients loyal to the company. The company’s attitude towards human resources development is also quite hazardous as they tend to invest in development of few professionals who have already made a considerable contribution.4 This can make many employees less motivated to work for the company. These employees can leave CSC and started working for competitors. Some claim that the company can focus on providing services to vertical industries and â€Å"move away from the commodity market†.5 It can help the company meet short-term goals as this will help them to f ind their clients in other niches.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More However, this solution can be quite hazardous in terms of long-term goals. Leaving some niches in the market, the company will lose its clients. Besides, when the company enters new niches, it will face competition there, sooner or later. The company may end up losing all possible niches in the market. A better solution is to change the very strategy of the company that focused on niches where competition was low. The company should focus on development of new strategies to remain competitive in the changing environment.6 This will help CSC remain in the market as well as keep its customers and/or gain new clients, which is the major goal of any company. This will also help the company be focused on further development, rather than looking for other niches and possible ways to escape from competition. With t his major goal in mind, the company can make certain steps to pursue the aim. CSC should continue developing relations with existing clients. The major advantage of the company is its being a global and diversified business. CSC has already developed a reputation of a reliable company. Therefore, it is important to emphasize these advantages. Bibliography â€Å"Computer Sciences Corporation: CSC Agrees to Sell Australian IT Staffing Unit.† 4-traders, 2012. Web Horton, Michael. Interview, Business Capstone Interviews, 2011. Web. Schermerhorn, John R., Paul Davidson, David Poole, Alan Simon, Peter Woods, So Ling Chau. Management Foundations and Applications. Milton: John Wiley Sons, 2012.Advertising We will write a custom report sample on Possible Solutions for CSC specifically for you for only $16.05 $11/page Learn More Footnotes 1. â€Å"Computer Sciences Corporation: CSC Agrees to Sell Australian IT Staffing Unit,† 4-traders, 2012. 2. Mi chael Horton, Interview, Business Capstone Interviews, 2011. 3. Ibid. 4 Michael Horton, Interview, Business Capstone Interviews, 2011. 5. Ibid. 6. John R. Schermerhorn, Paul Davidson, David Poole, Alan Simon, Peter Woods, So Ling Chau, Management Foundations and Applications (Milton: John Wiley Sons, 2012), 14. This report on Possible Solutions for CSC was written and submitted by user Judah V. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Hybrid and Electric Cars Analysis Essay

Hybrid and Electric Cars Analysis Essay Hybrid and Electric Cars Analysis Essay Example Hybrid and Electric Cars Analysis Essay Example How the Concept of Hybrid Vehicles Influences the Environment and Continuous Development in Future? Hybrid and electric cars deal with both technologies that involve conventional gasoline engine and electric motors powered with the help of batteries available in cars for obtaining maximum power. Such cars are capable of achieving fuel economy with low emission. One of these two main sources acts as backup under different circumstances such as charging battery while hybrid cars travel down the hill. Many of the hybrid cars have a function of charging batteries by regenerating energy while using brake system. Hybrid cars can automatically switch between batteries and gasoline whenever necessary in certain situations. The petrol engine and electric motor of hybrid cars run simultaneously and at maximum input at the same time when it travels up to the hill. Therefore, no battery charge occurs in this situation. Moreover, hybrid cars optimize fuel efficiency by using both gasoline engine and electric motor when traveling at normal rate. Nowadays, people are more worried about the issues of environmental pollution. Hybrid and electric cars considered environmental friendly vehicles since they are able to minimize the fuel emissions releasing to the air as well as using batteries to operate them without fuel consumption. On the other hand, hybrid cars are capable of producing less pollution and greenhouse gases. They can also increase mileage with engine that uses gas with electric motor reducing gas consumption and balancing each other (Motavalli). Development of hybrid cars is growing continuously every day. Alternative fuels to hybrid cars play vital role in reducing pollution. People cannot imagine what might happen if in the nearest future one cannot develop the alternatives methods of transportation. A country that is under economic pressure and where there is no perspective for the low prices of gasoline, hybrid vehicles can help in reducing emissions and dependence on foreign oil. Lithium-ion batteries coupling with increased oil prices have electrified transportation and moved customers to fuel-efficient vehicles. History of Hybrid Vehicles Many people believe that the hybrid vehicles are recent development. However, the fact is that the concept of hybrid cars is older than they believe. The history of hybrid vehicles started in 1665 (Sclar). In 1672, two scientists, named Flemish Jesuit and Verbiest, began to plan the creation of a steam car (Now). Afterwards, another scientist, named Nicholas Cugnot, made a motor carriage that was steam-powered and could run up to five miles per hour. In 1839, Robert Anderson built the first electric vehicle (Anderson). Research on hybrid vehicles started almost three hundred years ago. General Motors made a great contribution to the development of hybrid history. They comprised electric truck required for military application and had first electric fuel cell vehicle. Global warming and increased pollution problems Scientists have conducted extensive research on global warming that varied from one scientific group to other greatly. According to one group, it is really happening whereas the other group states that the theory of global warming is not supported by sufficient evidences. Due to the growing discussion of global warming as well as its various effects on the earth and its surroundings, the majority of people do realize that regardless of the source of the pollution, such as cars, factories, or any business establishment releasing smoke, it is always dangerous. It is an undoubtable fact that hybrid cars are one of the possibilities to reduce pollution by creating alternative engine designs, fuels, etc. The increase in traveling has a global impact on the certain aspects. Considering the fact that the demand for oil constantly grows, increased emissions have an effect on different elements of everyday life. However, over the past few years much advancement has been made to reduce emissions from the vehicles. New fuels have been developed and tried in an effort of finding more effective solutions to crude oil or gasoline. European transport is expected to increase to a great extent in both road and air transportation. In order to reduce emissions from vehicles, some standards, such as Euro 3, Euro 4, and Euro 5, have been introduced for protecting environment in Europe (Grozev). Several fuels are capable of being considered as the next gasoline. Fuels such as ethanol, methanol, hydrogen and some other low level fuels have not been recognized. New fuels, such as like ethanol, help to reduce dependency on foreign oil as well achieve an advantage of lower emissions. Problems with Hybrid and Electric Cars Hybrid cars and alternative fuels face two main problems. Firstly, they form various marketplace disadvantages as compared to those of conventional vehicles that run on conventional fuels. Therefore, they may need some mandates or few government incentives to achieve progress. Secondly, they do not find cost-effective solutions to large environmental and energy problems. It destabilizes the policy case and allows the government to intervene in the marketplace for supporting them. The path for hybrid and alternative vehicles is rather difficult to cover when these two major problems to hybrid cause arise. Considering these problems, it is not an easy way of developing hybrid vehicles and alternative fuels as well as to keep them in corresponding condition. Hybrid Cars and Alternative Fuels Ethanol is one of the alternative fuels in the forefront of the race and strongest possibility of becoming the next effective solution to gasoline. It has been claimed effective and rather beneficial since it has been used. However, manufacturing ethanol requires more nonrenewable energy unlike that provided by the resulting fuel. Finally, it is considered as expensive to be used due to its higher cost of production and transporting. Biodiesel is another alternative fuel source being tested and improved. It can be made from the used oil obtained from fryers at home. A negative aspect of biodiesel is that it does not contain octane, which comes with regular diesel. In cold climates, it usually does not function properly, as regular diesel. Hydrogen has a potential to act as one of the greatest alternative fuel and reducing environmental impacts. Development of hydrogen, however, faces certain problems. It is extremely expensive and not fully developed. It could be a zero emission fuel inevitably following large decrease in emissions in the nearest future if the significant number of people starts using hydrogen fuel vehicles. Hybrid and electric cars are the next possible and viable solution as an alternative fuel. However, it is not essentially a fuel, but still it is an alternative mode of transportation. Electric vehicles (EV’s) have numerous benefits, such as absence of emissions and being quiet. Both of these qualities are favorable for the city living. According to some experts, electric vehicles are an integral part of decreasing pollution that is quite possible with proper engineering. The most feasible hybrid car in the near future is an electric vehicle with reduced emissions and decreased consumption of fuel. Hybrid and Electric Cars in Marketplace It is an undoubtable fact that hybrid and electric cars have strong position on the market. In fact, electric vehicles would be seen more often in the near future, especially in those cities where people do not require going to great distances for accomplishing everyday tasks. Most probably, with new advantages and advancements in electric technology, businesses that run under outdoor transportation would move towards electric cars instead of the traditional four wheeler vehicles. It is surely possible that electric vehicles will be used across the world with electric as an alternative fuel. Electric is a big contributor and best chance of acting as the next gasoline. However, it is not a permanent option of gasoline. New fuels and catalysts are not trying to factor out gasoline. One can use gasoline always for some useful applications. Actually, these new fuels intend to provide reducing dependency on foreign oil to some extent as well as reducing pollution and decreasing gasoline prices at same time. The market demand for hybrid cars is growing strongly and people are more willing to buy them. Automobile industries are developing different types of petrol for efficient and environmental friendly cars. The importance of hybrid cars is increasing for the environmental sustainability. However, in some countries people are not much aware of the green house effect and climate changes. Therefore, hybrid vehicles cannot attract the attention of its customers and high the market demand. Future of Hybrid Cars Hybrid cars play vital role in all aspects of a green future. The benefits of clean air, reduced dependency on foreign oil, better gas mileage, and few emissions would have been all in danger if hybrid vehicles had never developed. It is difficult to the importance of hybrid and electric cars in the near future. They are the integral key to a clean environment. Considering the development of technology and few available oil resources in the future, hybrid and electric cars will become the main product of future’s automobile industry. Consequently, the hybrid market will increase and grow rapidly in the future. Moreover, it is possible that the new rivals will enter into the hybrid market after seeing its great potential and progress. The hybrid cars are in accordance to the direction of auto development in the future that help the major hybrid cars manufacturers, such as Toyota, to focus only on the traditional fuel vehicles (Tollefson). However, hybrid cars are relatively an emerging area that requires great investment in battery technology. In recent years, due to more advancement in the environmental protection as well as frequently occurring fluctuations in gas prices, many customers started to choose hybrid cars. It will require much time until hybrid cars industry starts growing and making progress rapidly. Main Hybrid Cars Toyota hybrid cars take the leader position of sales and technology. The first hybrid car in the world was launched by Toyota. The company sales are higher than those of the other competitors. Despite the anti-lock braking system problems that Toyota hybrid cars faced, the company has developed more than 500,000 hybrid cars in major markets of California and Japan. Making the Prius is an extremely great step of Toyota. The Prius is a kind of hybrid car running on both internal combustion and electric engines. It can reach more than 40 miles per gallon. When gasoline engine turns on, it starts running on alternator that charges the battery. Hence, the battery of the Prius never runs dead. Other important hybrid cars, such as Chevrolet and Ford, marked the hybrid economy. None of the companies, including Ford with Escape as well as the new hybrid Yukon with Chevrolet, could make such an impact on their customers as Toyota did (Peters). Clean air, saving money on gas, reduced dependency on foreign oil, and fewer emissions are the reasons for which the hybrid cars are widely purchased. These results are promising and show great hope for the future of hybrid and electric cars. Hybrid vehicles are the most important components to reduce pollution across the world and to mark an end on the vicious cycle started years ago. New prototypes are being researched, worked, and developed daily. Today, hybrid and electric cars do not have enough demand and fame that is needed. If the pollution in the world continues at the current rate, then the implications will get serious. Everyone is responsible for putting more effort in making this world a better place for living. Since hybrid cars are considered greatly important, it is not the only aim to be achieved. If someone does not feel comfortable while driving a hybrid vehicle, there are other opportunities available to help in protecting clean environment. Research concludes that hybrid and electric cars are important part of creating a clean and greener environment. With increasing rate of pollution as well as without hybrid and electric cars, there is possibility that many countries can face a crash course of disaster.

Telephone Vocabulary in Mandarin Chinese

Telephone Vocabulary in Mandarin Chinese The conventions for making and answering phone calls in Mandarin Chinese are similar to English. The main difference is that calls are usually answered with ââ€" ºwà ¨i, which is a way of saying â€Å"hello† used only on the phone. Knowledge of Mandarin numbers from zero to 9 is needed to give and understand phone numbers, so we will begin with a Mandarin number review. Mandarin Number Review Audio files are marked with ââ€" º 0 ââ€" ºlà ­ng1 ââ€" ºyÄ «2 ââ€" ºÃƒ ¨r3 ââ€" ºsÄ n4 ââ€" ºsà ¬5 ââ€" ºwÇ”6 ââ€" ºlià ¹7 ââ€" ºqÄ «8 ââ€" ºbÄ 9 ââ€" ºjiÇ” Telephone Vocabulary é› »Ã¨ © ±mobile phoneââ€" ºxà ­ng dà ²ng din hu / ââ€" ºshÇ’u jÄ «Ã¨ ¡Å'å‹•é› »Ã¨ © ± / 手æ ©Å¸faxââ€" ºchun zhÄ“nå‚ ³Ã§Å"Ÿhello (for telephone only)ââ€" ºwà ¨iÃ¥â€"‚what telephone number?ââ€" ºjÇ  hoÃ¥ ¹ ¾Ã¨â„¢Å¸call the wrong numberââ€" ºdÄÆ' cuà ² le打éÅ' ¯Ã¤ ºâ€ busy lineââ€" ºjiÇŽng hu zhÃ… ngè ¬â€ºÃ¨ © ±Ã¤ ¸ ­answer the phoneââ€" ºjiÄ“ din huæŽ ¥Ã©â€º »Ã¨ © ±please wait a momentââ€" ºqÇ ng dÄ›ng yÄ « xiè «â€¹Ã§ ­â€°Ã¤ ¸â‚¬Ã¤ ¸â€¹please leave a message (verbal)ââ€" ºqÇ ng lià º ynè «â€¹Ã§â€¢â„¢Ã¨ ¨â‚¬leave a message (written)ââ€" ºlià º zà ¬ tioç•™å ­â€"æ ¢ area codeââ€" ºqÃ… « yà ¹ mÇŽå â‚¬Ã¥Å¸Å¸Ã§ ¢ ¼internationalââ€" ºguà ³ jà ¬Ã¥Å"‹éš›long distanceââ€" ºchng tà ºÃ©â€¢ ·Ã©â‚¬â€direct dialââ€" ºzhà ­ bÃ… Ã§â€º ´Ã¦â€™ ¥telephone companyââ€" ºdin xà ¬n jà ºÃ¢â‚¬â€¹Ã©â€º »Ã¤ ¿ ¡Ã¥ ±â‚¬ Telephone Dialogue One A: Hello.B: Hello. Is Mr. Wang there?A: I’m sorry, you have the wrong numberB: Is this 234-5677?A: No, this is 234-9877.B: Sorry!A: No problem.A: ââ€" ºWà ¨i.B: ââ€" ºWà ¨i. QÇ ng wà ¨n Wng xiÄ n sheng zi ma?A: ââ€" ºDuà ¬ bu qÇ , nÇ  dÇŽ cuà ² le.B: ââ€" ºZhà ¨ lÇ  shà ¬ 234-5677 ma?A: ââ€" ºBà º shà ¬, zhà ¨ lÇ  shà ¬ 234-9877.B: ââ€" ºDuà ¬ bu qÇ .A: ââ€" ºMà ©i guÄ n xi.A: Ã¥â€"‚B: Ã¥â€"‚. è «â€¹Ã¥â€¢ Ã§Å½â€¹Ã¥â€¦Ë†Ã§â€Å¸Ã¥Å" ¨Ã¥â€"Ž?A: Ã¥ ° Ã¤ ¸ Ã¨ µ · ä ½  Ã¦â€°â€œÃ©Å' ¯Ã¤ ºâ€ B: 這è £ ¡Ã¦Ëœ ¯234-5677Ã¥â€"Ž?A: ä ¸ Ã¦Ëœ ¯ 這è £ ¡Ã¦Ëœ ¯234-9877B: Ã¥ ° Ã¤ ¸ Ã¨ µ ·A: æ ²â€™Ã©â€"Å"ä ¿â€š Telephone Dialogue Two A: Hello.B: Hello, is Mr. Wang there?A: Please wait a moment.A: Hello.B: Hello Mr. Wang, this is Li from Da Xing Company. Did you receive our company information that I sent you?A: Hello Mr. Li. Yes, I received it, and I will call you back later to talk about it.B: OK – very good.A: Goodbye.B: Goodbye.A: ââ€" ºWà ¨i.B: ââ€" ºWà ¨i. QÇ ng wà ¨n Wng xiÄ n sheng zi ma?A: ââ€" ºQÇ ng dÄ›ng yÄ « xi.A: ââ€" ºWà ¨i.B: ââ€" ºWng xiÄ n sheng nÇ  hÇŽo. WÇ’ shà ¬ D XÄ «ng gÃ… ng sÄ « de Là ­n d mà ­ng. NÇ  shÃ… u do wÇ’ jà ¬ gÄ›i nÇ  de zÄ « lio le ma?A: ââ€" ºLà ­n xiÄ n sheng nÇ  hÇŽo. YÇ’u wÇ’ shÃ… u do le. WÇŽn yÄ « diÇŽn wÇ’ zi dÇŽ din hu gÄ“n nÇ  tÇŽo là ¹n.​B: ââ€" ºHÇŽo de.A: ââ€" ºZi jin.B: ââ€" ºZi jin.A: Ã¥â€"‚B: Ã¥â€"‚ è «â€¹Ã¥â€¢ Ã§Å½â€¹Ã¥â€¦Ë†Ã§â€Å¸Ã¥Å" ¨Ã¥â€"Ž?A: è «â€¹Ã§ ­â€°Ã¤ ¸â‚¬Ã¤ ¸â€¹A: Ã¥â€"‚B: 王先生ä ½  Ã¥ ¥ ½ 我æ˜ ¯Ã¥ ¤ §Ã¨Ë†Ë†Ã¥â€¦ ¬Ã¥  ¸Ã§Å¡â€žÃ¦Å¾â€"Ã¥ ¤ §Ã¦ËœÅ½ ä ½  Ã¦â€ ¶Ã¥Ë† °Ã¦Ë†â€˜Ã¥ ¯â€žÃ§ µ ¦Ã¤ ½  Ã§Å¡â€žÃ¨ ³â€¡Ã¦â€"™ä ºâ€ Ã¥â€"ŽA: æžâ€"先生ä ½  Ã¥ ¥ ½ æÅ"‰ 我æ” ¶Ã¥Ë† °Ã¤ ºâ€  晚ä ¸â‚¬Ã© »Å¾Ã¦Ë†â€˜Ã¥â€  Ã¦â€°â€œÃ©â€º »Ã¨ © ±Ã¨ ·Å¸Ã¤ ½  Ã¨ ¨Å½Ã¨ «â€"B: Ã¥ ¥ ½Ã§Å¡â€žA: å† Ã¨ ¦â€¹B: å† Ã¨ ¦â€¹

Marketing Strategies Essay Example | Topics and Well Written Essays - 2000 words

Marketing Strategies - Essay Example The company’s speciality operation includes royalties and licensed fees from licensed locations, revenue from the sales of branded products through retail and foodservice revenue from the sale of coffee to institutions. While the sale of branded products through retail and foodservice accounts for only a small proportion of the company’s total revenue, it is instrumental in developing and building brand loyalty. The bulk of the revenue from this segment stems from the US division, where Starbucks has a licensing relationship with Kraft Foods Inc to sell branded products, including Starbucks coffee. Through the Kraft partnership, distribution has also been expanded into Canada and the UK. The company also operates two joint ventures in which it has a 50% equity interest: North American Coffee Partnership, a joint venture with Pepsi-Cola Co to develop and distribute bottled Frappuccino and Starbucks DoubleShot coffee drinks, and Starbucks Ice Cream Partnership, a joint venture with Dreyer’s Grand Ice Cream to develop and distribute ice cream products. (Spulber, 2007) Starbucks also has a partnership with Jim Beam Co, a unit of Fortune Brands Inc, to manufacture and market Starbucks bran ded premium coffee liqueur products in the US and Canada. Market performance for the third quarter 2007 continued to be positive for Starbucks in the US, with strong single digit growth for the brand in the premium coffee segment. Financial performance has been strong, with total revenue increasing by over 22% in the fiscal year ending September 2006. Both operating segments saw strong levels of growth, with the company-operated segment increasing by over 21% and the speciality segment up by over 23%. (Michelli, 2006) Within the company-operated segment, sales growth has been driven by outlet expansion, but comparable store sales has also been

Letter to senate Essay Example | Topics and Well Written Essays - 250 words

Letter to senate - Essay Example As a senator, if you choose to support the idea it would be very close to committing political suicide. It is strongly suggested that you vote against the notion of a national ID card. The supporters of the national ID card may suggest that it would decrease the chances of terrorism and would make official government business easier to conduct. However, it must be understood that terrorism is not prevented by easily falsified documents (no matter how difficult to duplicate they may be). It is stopped by effective security measures and the sacrifices made by hardworking men and women out to stop it with positive intelligence gathering and old fashioned detective work. On the issue of making matters easier for the government bureaucracy, identity itself is currently verified in all instances where it needs to be done. Adding another layer or requirement to identity documents would only complicate matters while being a significant expense for the government that tries to issue cards to millions of Americans. Overall, having a national ID card is not only an unworkable idea, it is also a dangerous one in political as well as social terms as it would create a lot of difficulties for those who demand the simplest of rights to their privacy i.e. the right to be left alone (Garrett, 2001). A senator who values the rights of the people would certainly vote against any such plans to impose a document which does nothing to improve matters but does a lot to harm anyone who desires not to be engaged in

Challenges Library Management System Essay Example for Free

Challenges Library Management System Essay n 1981, UNESCO published a study prepared by Jean Lunn1 from Canada, Guidelines for Legal Deposit Legislation. His study is now 30 years old since its publication. Many countries have amended or significantly rewritten their legal deposit laws (Germany, Indonesia, and Norway in 1990; France in 1992, Sweden in 1994, Canada in 1995, South Africa in 1997, Denmark in 1998 and Japan Finland in 2000). Others are in the process of doing so (Australia, India, Slovenia, Spain, Switzerland and United Kingdom). The forms of intellectual and artistic expressions have grown in different dimensions. New published media have been developed and electronic publications are now an integral part of many national publishing heritages. UNESCO was under pressure to bring out a revised edition of the Guideline in order to review the impact of it on other countries and to incorporate new forms of publishing, such as, electronic publications. The new revised and updated edition of the Guidelines of Legal 2 Deposit Legislation (2000, UNESCO) by Jules Lariviere is found to be a useful tool. The Indian relevant act, Delivery of Books Act 1954 (rev. 1956 to include newspapers and periodicals) has been under the scanner shortly after it was put into application and over the last five decades the National Library, Kolkata and the three other recipient regional public libraries, Connemara Pubic Library, Chennai, Central Library, Town Hall, Mumbai and Delhi Public Library, Delhi, and especially the publishing world directly involved with it, expressed concern and drew attention of the Government of India, of its limitations and ineffectiveness. The National Library, Federation of Indian Publishers (FIP) and several professional library organizations discussed its drawbacks and recommended revision or specific amendments of the act at various seminars, conferences and other forums. Ministry of Culture, the concerned agency of the government of India, set up several committees to deal with the National Library. The Recommendations of the National Knowledge Commission3 and its Working Group on Libraries (NKC-WGL, 2006) is completely silent on this and other national library related issues. It would be appropriate to draw attention to an article by 3. Challenges in Library Management System (CLMS 2012) Bandopadhyay (2000) former Director of the National Library, is exhaustive enough with a complete set of plan of action for the concerned Ministry to initiate the revision process at the earliest. As a follow up, the Ministry took some steps to obtain the views, of other stakeholders, including academics, library users group and senior library professionals. Based on these suggestions / recommendations a revised draft bill on this issue was prepared that is awaiting final clearance of the Ministry since 2006. Role of Legal Deposit Act: In simple terms Legal Deposit is a statutory obligation which requires that any organization, commercial or public, and any individual producing any type of documentation in multiple copies, be obliged to deposit one or more copies with some recognised national institution/s. It is important to make sure that legal deposit legislation covers all kinds of published material, that is, material generally produced in multiple copies and â€Å"offered to the public regardless of the means of transmission. † Public distribution could mean â€Å"performance† or â€Å"display† e.g. radio or television programme could be considered as â€Å"published† for legal deposit purposes when it has been broadcast. Within the electronic publications environment, it should be noted that a â€Å"one copy item† such as, a database , stored on one server, could be subject to legal deposit requirement since it is made available to the public through a technology enabling the public to read, hear or view the material. 5 (Lariviere ). Most countries rely on a legal instrument of some sort in order to ensure the comprehensiveness of their national deposit collection. In all countries with legal deposit system, â€Å"published material† would naturally include books, periodicals, newspapers, microforms, sheet music, maps, brochures, pamphlets, etc. In some countries audio-visual material (sound recordings, films, videos, etc. ) is also subject to legal deposit and there are several countries where electronic publications are also included into the legislation, but they have done this in different way; some have excluded on-line electronic publications because of the numerous unsolved technical problems related to their acquisition and preservation problems related to ever changing technological scenarios. Legal deposit legislation serves a clear national public policy interest by ensuring comprehensive acquisition, recording, preservation and access of a nations published heritage. The role of a legal deposit system is to ensure the development of a national collection of published material in various formats. It should also support the compilation and publication of national bibliography in order to ensure bibliographic control over a comprehensive deposit collection. In addition, an effective legal deposit legislation guarantees to citizens and researchers within the country and abroad, access to research collection of  the national published material. Countries are developing many different models, but are clearly unable to keep pace with the massive changes and challenges related to the deposit of intangible publications. Department of National Heritage6, UK (1997) brought out a consultative paper on current legal deposit of publication issues based on a questionnaire which identified several pertinent issues and posed a number of specific questions to which sought responses from individuals and organizations. This document could also help Indian group and the government agencies in formulating the revised DB Act. Profile of Indian book publishing Before we deal with Indian Delivery of Books Act let us first look at the present trends in book publishing in India. Over the last four decades a large majority of English language publishing has concentrated in and around the capital, Delhi. The city is also a major centre of Hindi publishing industry. With the rapid growth of higher education from 1960s and the pressure built-up within the faculties due to UGCs policy of publish or perish resulted in the increase of publications of research monograph. India is one of the few countries where 4 4. Invited Lectures theses and dissertations submitted for Ph. D. and other similar higher postgraduate degrees in humanities and social sciences particularly, get published as a routine matter, whereas in science and technology this would be a rare phenomenon. There is no reliable source of annual book publishing data in India or any comprehensive list of Indian publishers in different languages. D. N. Malhotra7 (2010), former President of FIP and an established publisher in English and Hindi claimed of having 15,000 20,000 publishing houses, mostly run by individuals or as single family business. According to Vinutha Mallay8 Senior Editor of Mapin Publishing, India is the sixth largest publishing industry in the world with annual growth of 15-20%; third largest publishers of books in English, around 90,000 to 100,000 books are published annually, there are about 19,000 publishers in the country; in addition sixty per cent of global publishing outsourcing is based in India. This growth trend is noticeable only from the 70s onwards when book trade turnover increased gradually due to numerical growth of educational and research institutions at every level. As we look back a few decades, the demand of English books grew fast in libraries of newly established universities, research institutions and other academic centres. Individual buyers of books constitute only a small percentage. Bulk of the titles was imported from the English speaking countries, mostly from the UK and USA based publishing houses. This book import business is largely handled by a few Delhi based book importers and distributors. To accelerate the book supply process from the shelves and warehouses the importers / distributers devised a practice of sending books on credit to academic staff and libraries, through local vendors or jobbers (newcomers in book trade to supply books on approval basis). They were allowed to take back books â€Å"not selected† within a credit limit of six months only. Within a few years these jobbers turned into legitimate vendors with book stock of their own which could not be returned to the wholesalers within the stipulated six months credit limit. They start bookshops with the dead stock of their own and continue to supply books to the institutions on prevailing terms and conditions. These vendors, having direct contacts with the researchers and faculty members on day to day basis, being the actual selectors in all educational institutions, get offers to publish research monographs of academics. Many of them grabbed these offers on their own terms thereby joining the exclusive club of publishers. We now find several of these vendors are retail bookshop owners, library suppliers and also publishers, all in one. Perhaps it would not be out of place to add a few words of Iain Stevenson9 on the recent trends in British publishing keeping in mind that India is claimed to be the third largest English language publishing country. Since the beginning of this century, there have been strong trends in British publishing in the increase in concentration of publishing and book selling ownership balanced by healthy specialization and the second is an increasing awareness and impact of electronic media and delivery across sectors that have created a large impact across the book trade. In 2004 over 161,000 individual book titles were published in the U.K. as compared to 119,000 in 2001 and over 2. 5 times the number in 1990. Consumers spending on books reach 2436 m. sterling pounds (in 2000 it was 2000 million) out of which 30% was from the export sales. Individual buyers comprised the largest market share, about 70% of total book sale and 20% to academic institutions and corporate bodies. Indian Legal Deposit Legislation or Delivery of Books Act 1954 and its aftermath The act, commonly referred to as DB Act10 was amended in 1956 to include newspapers and serials under its purview. Annual publishing of books in India during 1950s was small 5. Challenges in Library Management System (CLMS 2012) and below 30,000 titles, whereas by 2010 it is claimed to have exceeded 100,000 [estimated figure obtained from FIP in the absence of any official data from any reliable source] with substantial increase in the coverage of subjects, such as, science and technology. In a recent 11 Annual Report of the Ministry of Culture the National Library claimed to have received 29,875 publications under the DB Act which happens to be only 30% of the estimated total publications as indicated by senior executives of the Library in several professional forums. It was also being pointed out in such gatherings that the other three recipient libraries under this Act, in Chennai, Delhi and Mumbai received even less during the same period. It is worth noting that this was claimed to be the highest figure ever reached by the library due to a special drive12Intellectual resource (NACONAL 2006). UNESCO Statistical Yearbook is silent on the number of books published annually or the number of libraries in India over the last several decades, although India is one of the major contributors and active member of this international body. This sad state of affaire obviously reached, and continue to be, due to simple negligence of all concern. In most other countries annual publication figures were being provided by organizations declared as recipient/s under the legal deposit or copyright legislation of the country. There must be several reasons for the Library to reach in such a state and to argue, we guess, the limitations of DB Act cannot be the primary cause of it. Rigid administrative and fiscal rules and regulations adopted by the Library to operate under the guidance of the Ministry, is surely to my mind, a major factor but not the main one. The crux of the matter is National Library never received a large number of recent Indian publications under the DB Act. We do not know who all are claimed to be Indian publishers. A sizable number of them are ignorant of DB Act obligations. It is also a fact that number of one time authorpublishers is also very high (15% 20%) especially in vernacular languages. The National Library together with the Central Reference Library committed to bring out Indian National Bibliography(INB) based on the books received under the DB Act, similar in format of the British National Bibliography (BNB). However, neither the British Library (formerly British Museum Library) nor the Indian National Library is in any obligation under their respective legal deposit acts to bring out national bibliographies of books thus received under their respective legal deposit acts. . Bandhopadhyay13 points out,rules and policy adopted are working smoothly for the British Library but similar regulations unexpectedly, failed to work in our case. One has to keep in mind the fact that default in U. K. is an exception rather than general rule unlike in India. The provision of penalty for default in DB Act of Rs. 50. 00 sounds just notional. Either revise it to a figure e. g. , Rs. 1000. 00 or 4-5 times of the actual market price of single copy, whichever is higher or just make it voluntary, and hope for the best. The reason of suggesting the latter provision is to avoid the highly cumbersome and built-in procedural delay within our legal system. Since 1958 National Library did not take any legal action against one single defaulter till date. In UK and USA penalty clause is not mentioned as the legal deposit provision is covered under the countrys copyright acts. It is because of this factor legal deposit provision is genuinely more effective and acceptable to authors and publishers of these countries. It would be more realistic to suggest that National Library shall receive one copy of every Indian publication and the three other regional repository libraries in Chennai, Delhi and Mumbai shall have the right to claim any current publication in their respective regional languages only, delivered free of cost under the revised provisions of the DB Act. The current practice of demanding four copies of every publication to be delivered free of cost to each of 6. Invited Lectures these four libraries (including National Library) failed to meet our expectations. This is in addition to what publishers have to comply with the demands of different state central libraries under the Press and Book Registration Act of 1867. Moreover, a large volume of these books and other publications, thus received, especially language publications that are not so commonly used in some regions are usually being dumped or just temporarily stored as these are of no use to the library. This is a colossal wastage of national resource. On the other hand it would not be cost effective to make these so to say, unused books (four copies of each) routinely processed, provide costly storage space as well as maintaining them for the posterity in four regional libraries. The National Library shall receive one copy for preservation and access only; create bibliographic records for the benefit of all stakeholders. There are several categories of publications e. g. in English, Hindi, Sanskrit and Urdu (EHSU) languages shall find users in other three regional libraries. Let us accept the real time scenario in terms of availability and accessibility for application of information and communication technologies (ICT) within library systems. Bibliographic data of publications received by the National Library under legal deposit legislation will be accessible to others from INB and National Library catalogue / database online. These three libraries shall buy one copy of all selected books in EHSU languages, from any local vendor / publishers. Additional fund annually spend by three libraries on this account shall be reimbursed from a special annual central government grant. The proposed module is based on the British legal deposit act where the British Library, London receives one copy of every book / publication and the other five libraries (Wales National Library, Aberystwyth, Scottish National Library, Edinburgh, Oxford University, Cambridge University and Trinity College, Dublin) obtain direct from the publishers, one copy of every book of their choice, selected from the weekly list of books received in the British Library under the legal deposit act. We made an attempt to get some estimation of the annual cost of books published under these four (EHSU) common languages from INB and the National library that would give an idea of the total fund required for the three regional libraries under the revised provision of the Act. All the three libraries receive some annual grant from the central government. The revised provision in the act will also bring some savings in terms of time and resources, as lesser number of books are to be dealt with by the libraries. Sooner than later, it  will be a reality (within a decade or so) of making available a digital copy of an Indian publication by the National Library online, that was not originally selected or received earlier to a library or an individual from its own stock within or outside the country. The technology is already in experimental stage at various levels. Slowly and gradually a large part of Indian publications will be brought out in e-format only, which will also change our current perception of borrowing or consulting a book from a conventional library. Till we reach that stage in India and the transitional period of overlap (20 years? ) we shall carry on with both the systems as we are now have both bullock carts as well as a BMW 7e series cars on our roads for transportation. Indian library systems shall take a longer path and time to switch over to reach this goal. Moreover, any change in our library modernization programme shall be fully dependent on application of technological innovations resulting in inevitable 14 acceptance of a never ending process. Thomas Abhram in a recent article expressed, â€Å"ebooks will be hugely cheaper with the removal of paper and inventory costs†¦. All things taken into account, books in print format are not certainly going away ever from circulation. And e-books, from a publishing point of view, are a consummation devoutly to be wished. We in India, specially the National Library are to continue dealing with print copies of books for several decades together with information resources available in e-books and or in any other format. 7 Challenges in Library Management System (CLMS 2012) Table 1: Books in Indian Languages Received in National Library LANGUAGE 2007 08 Assamese Bengali English Gujarati Hindi Kannada Malayalam Marathi Oriya Punjabi Sanskrit Tamil Telugu Urdu Total 97 991 5756 127 2370 687 1500 1400 2661 602 112 3685 248 521 20757 NL/DB Act 2008 09 35 1463 5385 348 1722 600 1200 1351 52 576 287 2526 145 304 15994 337 2189 5530 476 1237 877 866 1341 750 000 111 1186 406 292 15598 300 350 450 830 INB (2010) AVERAGE COST. The figures quoted above (Table-1) under Books received by the National Library under DB Act during 2007-08 and 2008-09 and those listed in INB for 2010 (CRL) were obtained from the respective libraries on personal requests. In a paper presented at the NACONAL 2006 by Mandal Syed Abuzar15 (2006) indicated National Library received about 20,000 books annually during 1990 2002. They claimed the Library received about 30,000 during 2005-06 due to some special drive and about similar number of volumes during 2010-11as recorded in the Annual Report of the Ministry of Culture. Unfortunately we could not get breakdown of figures under each language of 29,875 books received during 2005-06 nor of INB listed figures for 2009 and 2011. The significant gap of Oriya books received during 2007-08 and 2008-09 was due to some special efforts put by the concerned language specialist during 2007. [Note:Average cost of recently published books in English, Hindi, Sanskrit and Urdu (EHSU) languages has been worked out from a sample of books procured by University of Delhi, Central Library, Central Secretariat Library and the U. S. Library of Congress, Book Procurement Centre in Delhi. We made here an estimation of annual additional grant amount to be provided by central government to support the three regional libraries (in Chennai, Delhi and Mumbai) under the proposed revised legal deposit legislation. The National Library shall receive one copy only of every Indian publication free of cost delivered by the publishers, and the three regional public libraries are to purchase one copy of any book (in EHSU languages) selected by a library from open market. The three libraries are entitled, under the law, to receive free of cost, one copy of a book published in respective regional languages. It is estimated that each library shall selectively acquire per year about 30,000 new Indian publications (10,000 EHSU + 20,000 in respective regional languages) out of about 90,000 books published annually. It means, central government shall reimburse annually the cost of 30,000 books in EHSU languages where average cost of a set of four EHSU books is Rs. 2000 or Rs. 60 million (30,000 x2000 = 60,000,000). In addition, another 10m (Rs. 10,000,000) would be required to cover annual subscription cost of EHSU periodicals and newspapers. Thus we reach an estimated figure of Rs. 70m or 7crore (add another 10% 8 Invited Lectures annually for inflation). These figures are being presented to get some idea of the extra cost we propose to pass on to the central government exchequer. ] If this revised guidelines are adopted in our legal deposit act (now under revision) by taking over the extra burden of book fund of the three regional libraries by the central exchequer then we could surely expect of getting better cooperation from the publishing fraternity in fulfilling their responsibilities towards the provisions of the revised act. Group of publishers bringing out EHSU language publications are to supply only TWO free copies, like all other publishers, one to the National Library and the other to Parliament Library. The only sensible expectation of the publishers from the CRL / National Library is to bring out a comprehensive, up to date online INB, listing all currently published titles thus received under the act and provide facilities of easy access to the readers within a reasonable time frame. Under the revised provision of the act, there is a strong opinion that Chennai based Connemara Public Library shall receive one copy free of cost, of every publication in Dravidian languages (e. g. Kannada, Malayalam, Tamil and Telugu). Similarly Central Library, Mumbai shall receive books in all western Indian languages, such as Marathi, Konkani, Gujarati, etc. , and Delhi Public Library shall get publications in Punjabi, Kashmiri, etc. as commonly spoken in the three respective regions. National Library is to receive one copy of all the publications. In addition to the respective regional languages publications these three libraries shall purchase one copy of publications of their choice, in English, Hindi, Sanskrit and Urdu (EHSU), from publishers / local vendors. Total annual cost of this category of publications shall be reimbursed from central exchequer. With the introduction of advanced network technologies, libraries shall be benefitted for not to process (Catalogue / classify highest cost factor) these books as relevant data can be downloaded from INB. The second alternative is to incorporate legal deposit provision within the revised copyright legislation as done in the USA and UK. It is possible to reduce the number of defaulting Indian publishers to bare minimum. Only very recently the National Library claimed to have increased intake of publications under the Act by extensive promotional work through the media and sending direct appeal to publishers that have helped it in bringing more and more publishers within the DB Act net. Secondly, if the total number of copies of each title (an average of seven copies) under both PR and DB Acts could be drastically reduced to minimum two only, there is a hope of getting full support and cooperation of Indian publishers to go by the rule book. Third and the most important factor is to make INB up to date and bring it out at regular frequency (monthly! ) with the target of putting it online within a scheduled time frame. What we need is determination and political will to make the Indias National Library the effective hub of Indian library systems. Similarly, there are several other issues, listed below, which also require attention by both the National Library and appropriate government agencies that shall help in making India proud of its National Library. Central Reference Library (CRL): In 1971 administration of the CRL was separated from the National Library by making it a subordinate office under the Department of Culture. This was an ideal opportunity we missed, for shifting the CRL to Delhi. In the middle of 1970s Central Government created a new wing of the Central Secretariat Library (CSL) and named it as Tulsi Sadan Library to collect and provide access exclusively to all Indian language (excluding English) publications, to commemorate the 400th year of Tulsidasa (of Ramcharitmanas fame). CSL could have been merged with CRL and allowed it to operate from some temporary location till a permanent home could be found or built at the proposed site opposite to the National Museum on 9 Challenges in Library Management System (CLMS 2012) Janpath, originally proposed by Edwin Lutyens. CRL would have been the natural choice of declaring it as the fourth recipient public library in Delhi, under the DBAct (instead of making the Delhi Public Library with reluctance, during the 1970s). Ministry of Culture is now under heavy pressure for shifting the Central Secretariat Library out of Shastri Bhavan complex due to severe space crunch and security issues. It is a fact that CSL has lost its original objective of serving information needs of all central secretariat units. Today all the ministries are having their own libraries with specialized collections to cater their respective information needs. It now serves as a general reading room for Shastri Bhavan employees. Reading for pleasure is not so common with the government employees. Central Secretariat Library is administratively a subordinate office of the Ministry of Culture. A large section of its regular visitors, viz. postgraduate students and research scholars have stopped visiting the library due to overwhelming security checks involved in getting through Shastri Bhavan. Recently several thousand volumes of its rich older collections were being disposed under executive orders to make room for babus of the Ministry. It could have been easier to find a suitable location for CRL (incorporating CSL) in Delhi during 1970s. Attempts were also being made during the 1970s and 1980s to merge the CRL with the National Library but these were also stalled by staff associations of the two libraries. During this period, management of the National Library was weak as a result, library service also suffered considerably. Central government in Delhi continued to be indecisive in taking appropriate steps while local library administration in Kolkata failed to deal with the day to day issues in any effective manner. It was more of a failure of the management both at the operational as well as policy making levels. The government allowed the National Library to drift away in the absence of any suitable action plan in place to overcome the crisis. Nor there was any move or pressure from any other corner library professionals, media or library users group. This long drawn uncertainty and lack of effective management control within the National Library campus directly affected services and administration of Central Reference Library thereby putting publication of INB also on the back burner. Indian National Bibliography (INB): It started in 1958 following the British National Bibliography (BNB) format. To overcome the complexity of multi-script languages it adopted Romanization of all scripts with the descriptive part of each entry in English. This has created problems for many who are not familiar with Roman script or English language. The job of printing INB monthly issues was given exclusively to the Government of India Press in Kolkata that failed to realise, from the beginning, the importance of maintaining the production and delivery schedule. After years of persuasion by CRL the Ministry allowed printing of INB through private press. Cataloguing of every title, received by the National Library under BD Act, is first to be acknowledged by the Library then sent to CRL on record, where it will be catalogued once according to INB practices and then books shall be sent back to the National Library for re-cataloguing according to its own specified rules followed by due processing for storage. This long drawn administrative procedural factors and duplication of cataloguing  process have claimed to be a major cause of delay from the date of receipt of the publication to the time its record is found in INB followed by making it available to readers of National Library This delay factor has also indirectly discouraged publishers to follow the DB Act guidelines strictly on the pretext of not finding INB to be a regular and up to date periodical either as a reliable check list of current Indian publications or a selection tool for libraries and other stakeholders; nor their publications are found in any bibliographic record of the National Library on time. National Library takes its own time, sometime nearly two years, to allow access to the books received under the DB Act. Importance of promotion and marketing of INB did never get much support from the concerned authorities. Adoption of appropriate technologies at 10 Invited Lectures different levels of administration and access to resources has been continuously lagged behind. Most national libraries of the world are having full responsibilities of preserving and allowing access to their collections by providing adequate indexing and other access tools, e.  g. national bibliographies, subject bibliographies, annotated catalogues of special collections, many of these are now accessible online on their respective websites. We must allow the National Library for setting up National Bibliographic Division with full control of bringing out INB and to provide other bibliographic services covering pan-India in appropriate standardized formats, as required from time to time. By taking full advantage of technological advances supported by a group of committed well qualified staff the Library would be able to help in both improving and widening the scope of services to individuals as well as to provide back-up services to a large number of academic and public libraries in and outside the country. For example, the day Indian libraries in general adopt the same processing format for all new titles listed in INB,India can claim to have won half the battle in modernizing our library services and systems. Without going into details one can only highlight the fact of centralized processing initiated and applied in most national libraries which have directly and indirectly helped respective library systems of these countries. We are well aware of the fact that both the CRL and INB are as if, linked with the DB Act by an umbilical cord that needs to be focused and dealt with separately for a drastic revision. Proposals l l Title of the revised act may be â€Å"Delivery of Publications (National Library) Act. Definition of Publications shall include – all printed documents, such as, books, periodicals, serials, newspapers, e-publications including audio books, CD books, DVDs and digital online publications and /or any other reformatted or original document produced for commercial distribution, e. g. microform documents. Only one copy of all publications shall be delivered free of charge, direct to the National Library of India (or at an address specified by the Library). The act shall also make adequate provision for the three regional libraries based in Chennai, Delhi and Mumbai to receive on.

Conflicting Emotions :: Personal Narrative Writing

Conflicting Emotions I want us to do better. I want us to be stewards of our lands and keepers of our brothers'. I want men and women to be peaceful, loving creatures across the board and across the world. I have hope for these things. Yet, I am angry. I am frustrated and overwhelmed by the legacy from which I have come. My ancestors are murderous, violent people who are responsible for such evils as colonialism, slavery and genocide. They ravaged not only countless ethnicities around the world but the natural environment as well. I am the daughter, the granddaughter and the great-great-great granddaughter of the "White Man". The liar, the treaty breaker, the villain; that is who brought me into this world. So what then does that make me? It makes me a confused and conflicted woman. My Mother has always been very open with me about my family heritage. She never hid from me the fact that my family initially made their fortune on cotton and tobacco plantations in South Carolina and Georgia. There are towns in both of these states named after my slave-owning family members. My Mother still has in her possession the slave ledgers which recount the numbers and the prices of the slaves bought and sold by our family. She has always reminded me that we need to be knowledgeable about our history, even if that knowledge is of shameful and painful things. And let me tell you, it is both of these things. I have never really been able to reconcile my own personal beliefs with the cultural heritage that was passed on to me with my DNA. As I have begun to delve deeper into the history, ecology and current state of the Everglades I have begun to reflect on the role that my family has played in the recent history of the Everglades. My great-great-great grandfather Chipley was the man who brought the railroad to Northern Florida. It was his line that Flager built upon and extended into Southern Florida. Countless people made their way into the southern part of this state on the path that my family began. My great-grandfather, who was a biologist, came to southern Florida as an early "pioneer". He subsequently made his fortune off a company called Shark Industries which slaughtered sharks and sold their body parts around the world.

Luxury Brand Essay

Introduction One can describe as luxury all that exceeds the bare essential. It covers all that one considers superfluous and useless. But in the usual direction, luxury means ostentation and refinement in the manners of living (art of the table, elegant toilet, sumptuous decoration ? ). The luxury discusses and is acquired by great expenditure. The philosophers of the Lights had divergent opinions concerning the luxury. Voltaire considered that that represented an essential support of the economy. Rousseau as for him saw the luxury like a principle of exploitation of the small people and the spring of all perversions, because the luxury is made to be admired, it dazzles. We will see through our study how much industry luxury is a singular world in our economy: with very consequent sales turnovers, actors gathered in great powerful groups. We will also be interested in the luxury brands: with the identity of brands, the targets of those. Finally we will analyze the risks for the luxury brand to fall into the hands of standard population. Isn’t the luxury in the street for the greatest number, recent phenomenon, likely you it not to carry damage to the brands? These problems deserve to be posed because it returns to the identity and the image which the luxury brand wishes to give to itself? PART I The industry of the luxury Until the Middle Ages the writings tell us luxury which it was the reflection of the religious mystery which pushes the man to be exceeded by an offering or a sign. We will see how much the concept of going beyond remains, still today for the man, important when it is a question of having luxury. But the blessed time of the luxury is without any doubt: the Rebirth (XVth and XVIth centuries), period of literary, artistic and scientific flowering. This time represents the tangible explosion of the luxury: sail of the sumptuous architecture inspired of Italy, progress of the ornaments of jewels. Also furniture becomes more luxurious; the art of the table avoids refinement. The luxury articles then remain rare objects, related exclusively on the Aristocracy and the Court. With the Rebirth the luxury has a contrasted position. But thereafter it will become the prerogative of the Middle-class. It will take intellectual connotations, results of the great voyages from the time. It is also of this time that dates the luxury for the books, thanks to the work of the bookbinders. Another strong time for the luxury: the XVIIIth century and the positive role of the Encyclopedia. This one treated in its chapters thoroughly: technical and industrial aspects of clothing and the accessories. The trades related to the industry of the luxury can then be shown with the eyes of all as to mean that the luxury is however reserved for elite. At the XIXth century, the economic influence results in new forms of manufacture and distribution. The industry of the luxury is then made up brotherhoods of craftsmen, all having their distinctive signs. From this time one will retain especially, as Zola in â€Å"With the Happiness of the Ladies tells it†, the opening of department stores symbolizes the democratization of the luxury. XXth century will have to be waited, to see flowering in Paris, a multitude of small workshops of craftsmen, devoted to the trades of the luxury. In 1929, in spite of the economic crisis, the intellectual radiation of our country is preserved and Coconut Chanel, Jeanne Lanvin, Louis Cartier are the kings and the queens that the â€Å"large ones† are torn off to get dressed or buy jewels. But the war of 1939-1945 will carry a new blow to France and the development of the industry of the luxury. France will take again its place of leader of the industry of the luxury only per hour of the Release, thanks to: fashion in particular of Christian Dior and the â€Å"new look†, per hour of the revolution zazou and the existentialism. In the post-war period it will really be necessary to wait, the years 1950 and them assistances of the Marshall plan so that manufactures take again their activities. The textile comes then at the head from exports with nearly 20% to the value to the exported products, thanks to Parisian creations very appreciated on the other side of the Atlantic. The period from May 68 reminds all, concerning the luxury, that it should not make forget the great technological stakes of the XXe century. Industrial development is from now on priority and proof is made by it by Pompidou itself: â€Å"Dear old France! Good kitchen! Madness-Shepherdesses! Merry-Paris! The High-Seam (?. )! It is finished. France started and largely started an industrial revolution†. The Seventies were wiser years, years of centering. Fashion is enough conformist, nothing of shocking and nothing eccentric. These years of oil crisis were the period when the Arab emirs invade the jewelers and the large dressmakers. The striking fact of the Eighties is at the level of the consumer of the luxury. The young people discover the luxury thanks to the accessories. We will see further in our study how much this phenomenon is still of topicality today. End of the year the 80 shops will multiply. The actors of the industry of the luxury are from now on conscious of the risk of competition. It becomes necessary to occupy all the crenels; to conquer new territories for fear the competitor does not occupy them. The rather morose Nineties, years, did not save the luxury, which passed through a crisis however more psychological than economic. That will engage a true thoughtfulness on the bases of the luxury. One directs oneself step by step towards a new luxury: of quality, deeper, more spiritual, and more moral. XXIe century is not as certain experts had predicted it, the era of the obliteration of the luxury. In spite of major events: on September 11, 2001, the war of the gulf which amplified an economic crisis in the sector of the luxury, this one holds good while drawing the conclusions necessary. The sector of the luxury is more sensitive than other sectors to the risks of the economic situation. Once the crises passed, the luxury finds all its heat then. 2. General characteristics of the luxury We will approach the luxury here in the broad sense. This definition will help us in the continuation of our study to better including/understanding the relation which is tied between the consumer and luxury brands. Initially we talk about luxury which is characteristic of a civilization and men who compose it. The luxury, eternal, is a valve essential to the human activity as well as the relaxation, the sport, the thinking and the love. It is a considerable share of dream, a manner of appeasing our phantasms. The luxury is a universe, separately, governs by codes, rules, signs. The luxury is a considerable world market, strongly concentrated in Europe and North America. France is a leader in the sector of the luxury, with about half of the production. The luxury is the second economic sector in France thanks in particular to the fact that it is addressed to broader customers and knew periods of strong growths on a world level. Today, the industry of the luxury is somewhat weakened by the reversal of the economic situation world: the fall of tourism, the stock exchange crisis, which touches mainly occasional customers. But the luxury resists while being pressed on solids structural elements. This sector can rely in particular: on the growing proportion of the classes with high incomes in the population, the conquest of new markets such as China, and the development of travels. Broadly the European goods of luxury have a place of choice: they profit from a certain standardization of the modes, universalization and hardly suffer from the competition of the other continents. The sector is addressed to increasingly many customers, this which present important prospects for growth for the next years. One of the paramount characteristics of the luxury is that it has its lines, its forms, its configuration. It transmits its codes of beauty which can even surprise to shock. But the luxury articles are not aesthetically neutral. The creator and the owner incarnate themselves in the luxury article. The choice of this one is thus never indifferent: it signs our personality and fact of us refined beings. Three components develop the luxury: – The object corresponds to a personalized step, – the object is technically perfect, – The object is aesthetically beautiful. In the luxury, the desire is higher than the need insofar as it nourishes our psychic in the same way that the satisfaction of the needs corresponds to our physiological life. One seeks by the means of the luxury article with: to allure, give or give pleasure. Dependent on the beauty, the luxury calls upon the five directions but also with individual passion (search constant and personalized) and with freedom (to rise with the top of its condition). All the actors of the luxury must keep in mind the rules which govern industry of the luxury and particularly during the introduction of products on the market. The first rule, that we will re-examine in the ultimate part of this work, it is to respect the aspirations of the consumers and to even include/understand them to anticipate them in order to ensure the marks of luxury, certain perenniality. We can observe that the market from now on is characterized by the bursting of the request. The offer is today the territory of large owners groups various large marks delivering a keen war. Initially, let us recall that the luxury is a sector gathering various activities. We will present one of typologies here allowing bettering analyzing these activities: – The cultural market (market of Art) – Means of transport (car, yacht, private aircrafts) – Equipment of the person (high-seam, perfumery, leather working, shoes, cosmetics, clock industry, jewelry) – Leisure (cruising, sports of luxury, hotel trade of luxury) – Equipment of the house (art of the table) – Habitat (residences of luxury, decoration of luxury) – Food (wines and spirits, grocer and restaurant of luxury) All these activities form the industry of the luxury. This industry returns to products of high quality, at a concentrated market, gravitational, much targeted and much segmented. Some brands rhyme with luxury and pleasure. Behind these names are however powerful groups, very skilful, which compete unceasingly as regards management of the marks, creativity, communication and distribution. The tendency has been for a few years with the concentration: operation consisting in integrating into a great group, detached houses. In addition, the large actors of the luxury reinforce their positions with international and are more and more obliged to increase their visibility. The current economic situation forced the industrialists of the luxury to engage of the modifications in their policy. Thus we observed on behalf of the great groups a real will to free of debts ourselves. Recent evolutions allowed: an increase in the financial capacity, a modernization of the production equipments, a development of the sales networks, more creation and of innovation. 3. Actors of the luxury – Manpower: 125. 000 people – Sales turnover: 10 billion Euros In 2002, the world market, it were evaluated to 90 billion Euros (HT wholesale price). This market is today in a phase of deceleration. The most flourishing period, because of economic situation quasi-euphoria, is located between the years 1998 and 2000, where the progression of the market bordered to them + 16%. From now on, the growth does not turn any more but around + the 10%. As regards luxury, Paris remains the center of creation, the decision and the definition of the strategy of the companies. On the other hand the manufacturers are present on all the French territory. The leader of the market of the luxury is group LVMH (Louis Vuitton Moet Hennessy)1. The challenger is the group PR (Pinault Spring Redoute). These two groups are French. The other principal actors are: the Richemont group (Swiss) and groups it Prada (Italy). These large financial groups and industrialists in common have the possession of the wallets of luxury brands which have a history founder, which is necessary to exploit. They understood that a brand needs to have a starting point, a human history, even old or remote. In our second part we will approach the luxury brands and beyond they are the strategies of the great groups which will take shape in filigree. PART 2 Marks of luxury And general public 1. Identity of brand The name of a brand or its logo is only the visible part of a more complex reality. These visible signs ensure the mediation between the identity of the company (essential values that it conveys) and its image (perceptions which the customers have of this mark). The concept brand identity remains still too little used by the managers. However this identity constitutes the base and the federator element of all the manifestations of the brand. In term of brands’ management, the concept of identity can appear as a capital importance. Thus if there are â€Å"richer† brand than others, it is that this one profit from a potential evocation more important and more easily mobile. With regard to the sector of the luxury, the identity of brands is a considerable strategic data. It can moreover confer a competing advantage on brand and represent a very pointed strategic tool for the managers of the mark. It should be noted that the identity of brand does not make it possible to intervene directly on the choices of the offers’ structure, of customer, margin and price determination target? It is on the other hand a major resource and a reference brand in the development of the total strategy of the company. The identity of brand will thus affect creation and the communication like on the distribution, the production?. The identity reasoning will be able to thus have an influence more or less pronounced on the strategy of the company and in return the identity of the brand itself will be affected by decisions taken in other functions. In other words, the identity is the substance of the brands and one will see further in our study than it arrives sometimes than this identity, if it is badly perceived by the consumers, perhaps the cause of a crisis of brand. Brands can be considered like vector of direction: it communicates a speech, a message with recipients. Each brand creates a speech which is clean for him, in relation to its products, its history, its projects, the tastes of its customers. The brands take part then in the process of communication because one finds: a transmitter (the company), a recipient (the consumer, the customer), a message. The identity can also be conveyed by a personality which brings all its size to the mark. From there has come for a few years an intensive use famous character to represent the brand: Ex: Ines Sastre for Lancome, Carole Bouquet for Chanel, Kate Moss for Calvin Klein But the identity of brand can be reinforced by talented personalities which carry to end of brand’s arm arm the mark, ex: Tom Ford for Gucci, or Giorgio Armani, Pierre Cardin, Yves SAINT LAURENT, Jean-Paul Gaultier †¦ For considerable luxury brand, it is nowadays dominating to know to perpetuate the identity of the brand, in spite of: the disappearance of the creator or the departure of the personality which characterized it? The goal is to not perturb the customer: it is for example the problem that has recently to face the mark Gucci after the departure of emblematic the fashion designer Tom Ford and chairman of the brand, Domenico de Sole The articulation of a horizon of value makes it possible for brands to connect two distant universes: that of the products and that of the consumers. This contact transforms this relation: on the one hand the brand makes possible to invest the universe of the products with values symbolic systems and imaginary; and in addition it makes it possible to represent and consider the consumer, according to various visions: commercial, industrial or economic. The consumer is considered, as we already specified, like recipient. Brands, by using a language of values, are addressed more to the individual, apprehended in totality its being, of its personality, of its needs, that with the consumer. In the sector of the luxury, consumption is done through a context of life and the identity of mark does nothing but reinforce this context. In short to be a mark with success, it is necessary that the identity of the brand is built starting from various points: 1 In 2004: Tom Ford and Domenico De Sole announced their departure of Gucci group and do not renew its contract with PR. All wonder which is the future of the Gucci mark without the Genious creator . ? A genetic code : a history founder. A mark absolutely requires for a starting point, a history of man, even if it is old. ? Know-how: it can be transmitted in a subjective way without technical relationship to reality of today. But this know-how is a pledge of quality and professionalism and confers on the mark all its reputation. ? Distinctive signs: they are essential. It can be a question of the logotype (certain companies go until selling their logotype1), but also of services, products, the design, color (ex: the red Ferrari)? ? A language of the brand : this one will be able to be thus found in the communications of the mark. ? A distribution network : this one will have to evolve/move with the behavior of the consumers. ? A spirit of idiot searches : the territory of the brand is defined by the most representative of the company which has the role of projecting the mark in a anticipative vision. ? Charisma: a luxury brand must imperatively have a charismatic dimension. It is a credit of image which is the first step towards an identity strong and impossible to circumvent. We saw throughout this part that a brand needs a strong identity to be visible and gravitational with the eyes of the consumers. To be visible, it is thus necessary for the luxury brand to have adequate communications. 2. Communication of the luxury brands The universe of the luxury, intended either for the ornament of the individual, or the embellishment of its personal environment, answers a series of needs, desires, wishes, dreams. ? Targets of the luxury brands The products of the marks luxury brands, as we specified before, must tell a history which must correspond to waiting of the customers. Customers, heart of target, present of the particular characteristics of which first are that they are consumers to financial means much more important than average (the highest CSP). This social category, elite, has a very particular motivation: it is necessary to meet their desires and not their needs. It will be a question of playing on the mental one more than on the material. Hedonists, less and less faithful to the marks, they await always more quality, of safety and especially of immaterial added value: services, citizenship, ecology, environmental protection? For customers , heart of target: the request should be caused. Generally the creator imposes his tastes. This category of affluent continues by choosing the most selective luxury articles, newest and most inaccessible. It is eager to mark its social status. Its completely distinctive life style, is an escape ahead, in order to escape the correction from the â€Å"new classes: rich person and avid of modernity â€Å". The luxury is for them a bench brand, a brand of membership of a club which they want relatively selective. The principal target gathers it, of the classes of â€Å"new rich person†, rather young person who acquired a social status raised thanks to incomes resulting from the business world, industries of high technology? With regard to the characteristics of the targets: it acts people of more than 25 years having a social status raised certainly, which have good taste but which sees especially the luxury as a universe which reflects their aesthetic choices like their personality. We are in a society, whose modes of consumption to the wire of the decades changed. Yesterday, one consumed necessary. Today it is not any more the case and the modification of the behaviors also had effects on the consumption of the luxury. More than ever, today there is a search for pleasure above all. In our company, there is from now on a â€Å"social legitimating of the pleasure†1, which leads the individuals to want what there is best and of more beautiful for them. Via the communication and the media we receive messages more and more, praising the benefits and the legitimacy of personal blooming. Legitimate targets inaccessible luxury, are not with a view to consumption to conclusive dimension. For these raised categories, the luxury is an ordinary consumption exceptional people. And yet the report has not been pus also Net for a few years. We will see in our ultimate under-part that the luxury can also be an exceptional consumption ordinary people. But our report will go, on the consequences, of this last tendency, for the marks. ? The Positioning of the marks of luxury Each mark of luxury wishes to give to the public an image, of it and its products, which aims at being strongly anchored in the spirit of the customers. Thus the stake is to dissociate itself, to be distinct from competition. Examples of positioning: – Vuitton : Louis Vuitton, give heart to your desires. – Gucci: Gucci, to play the chart of the ultra seduction. – Chanel: Elegant and modern: you are so much Chanel. ? Objectives of communication of the marks of luxury We will take the example of the objectives of communication of the Louis Vuitton brand. These objectives are very representative of those of the other marks of luxury. – It is necessary to develop a more human image, less centered on the research of the immediate profit, nearer to the consumers of the mark, while keeping an elitist tone, obliged symbol of the marks of luxury. – It is necessary to make known the various lines of goods and to make like the products. – It is necessary to propose the know-how house of the products, but also the aspects innovating, the matters design? – It is necessary to be different from competition in the spirit of the consumers, while being affirmed like a credible mark in all its actions and able to give satisfaction to customers with very different waiting. Each brand as we have already seen contains values as well as a capital of evocation which it is a question of registering in the spirits of the consumers. It is the role of the communication which to make so that the consumers are to attract by such or such public image. ? Strategy of the means of communication of the marks of luxury It is of primary importance for a mark of luxury: to control its image. That implies on behalf of the seat to take account of the information brought by actors present on the ground: subsidiary companies and distributors. The marks must be permanently held with listening of all the markets of the house to optimize the effectiveness of the communication campaigns. It is regularly necessary to go in each country, where the mark holds of the shops to take the temperature of the market. The subsidiary companies have an active role in the development of the advertising campaigns, being precisely on the ground. The marks leave them certain flexibility, in particular on the choice of the products to be proposed like on the most relevant interpretation making pass by the words of the international advertising concept. A country can also have a direct action via initiatives the editorial ones in the local magazines. As regards communication of the products of luxury there is homogeneity of the campaigns. In general for a product or a mark, the campaigns are international and no distinct according to countries’. However, it can happen that the cultural factor is determining in the design of products of luxury. It is noted for example that the woman Chinese or Japanese uses much more beauty products than the Western woman, which can push the houses of luxury (ex : Lancome) to vary the products according to the characteristics of the various countries where the mark is established. All that will thus affect the communication campaigns, which will be able to then vary according to markets’ (Europe, the United States or Asia). The globalization allows a â€Å"interbreeding† of the tastes. Today, the marks do not propose any more one single reference to the markets of the whole world but adapt the products to the request. The strategy of communication of the brand of luxury is before a whole strategy of image. The codes of the communication of the luxury aim at creating diktats of marks. Publicities are often minimalists. The majority show the product alone resting on no support. This representation is supposed to show the perfection of this one. The product and its mark are the message and do not have no need, seems you it of development. In the majority of the cases one recalls the existence of the product and the mark, without necessarily putting them in scene. The communication of luxury composes with three paramount elements: – the quality of the product – The dream and public image – For certain brands, the quality of service The means of communication usually used are: the press, the event-driven one, sponsoring. The magazine: of two great types – the female press magazine, of mode: It, Cosmopolitan, Pace1†¦. Press multi-local, more expensive than the national but more flexible press. – the press European, international: Time, Newsweek?. Allows capitalizing on a total image, The event-driven one/sponsoring When a mark of luxury engages in sponsoring, sportsman for example, his goal is to improve his notoriety and his public image. For that most interesting and the least expensive for a mark is to associate its name a prestigious sporting event, which makes dream. Ex: Cut of America and Louis Vuitton. For the sport, it is of primary importance that the event conveys positive values close to those of the luxury: purity, beauty, exclusiveness. But today, in front of the exacerbated competition that the actors of the luxury and with inaccuracy of the customers deliver themselves who follow a fashion in perpetual change, all these marks seek to be dissociated even more, from/to each other and with becoming even more single. This tendency will also touch the actions of sponsoring. Thus the mark of luxury will not be satisfied to affix its name with an event; it will become a quasi fusion partner. The mark will communicate on the event in which it takes part in its points of sale and will use the public relations in order to it mediates to the maximum. A tendency emerges on behalf of the large houses of luxury: to touch a younger public, in order to widen their customers. For that the means of communication used will be: Internet and the event-driven one. 3. Luxury and general public Initially let us point out the problems which were the discussion thread of this work: which are the risks and consequences for a mark, which multiply occasions to be to have by the greatest number? These problems will bring us, in this part to question us on the luxury and general public. As we endeavored to show it throughout this work, the luxury is not a sector like the others, a long time it was the territory of the â€Å"happy few† (target population of the luxury having the incomes more raised)1. During twenty last years, the luxury was democratized considerably. The products and services of luxury are gradually descended in the street and from now on, by ex: the perfume of luxury brand, certain products (like the accessories) are occasionally consumed by the greatest number. To make flash back the prestige top of range, on more accessible products in order to better sell them?certain houses of luxury did not hesitate to democratize their offer in order to widen their customers, thus hoping to make volume. Thus the greatest number will be able to be scented with Must of Cartier, to get dressed with a tee-shirt DKNY (Karan gave), to put its keys in a small trousseau at the monogram LV (Louis Vuitton)? The prosperity of the companies of luxury rests a paradox: to put in scene products glamour reserved at the elite, for better selling standardized products with the greatest number. â€Å"The widening of the customers for twenty years has been the great success of the sector â€Å". To arrive to this widening, the houses of luxury followed two directions: – Diversification This method consists in for a mark becoming multi segment by granting licenses, sometimes to all goes. Ex: Gucci, leather dealer at the beginning. Since 1995, the mark had multiplied the licences. Lighters were found Gucci as well as bottom-of-the-range products, distributed everywhere. – The variation That consists in creating products or signs of entry of range. Ex: Christian Lacroix, propose a Bazar line with articles with less than 150 euros. Ex: Louis Vuitton, propose toners, very cheap. Some follow even the two tracks. Ex: Giorgio Armani : its top-of-the-range claw gave rise to less expensive sub-brands (ofEmporio Armani with Armani Jean). But the diversification and the variation of the claws of luxury, are not without risk. A true strategic interrogation is posed: how much products a mark can it carry without galvauder? The marks must take care to keep their positioning luxates. The products of luxury, supposed being inaccessible, are qualified products phantasms. If they are standardized, made common, with the range of the greatest number, the products of luxury are likely to lose will have to them. A whole of risks watches for the marks which are engulfed in the methods of diversification and variation: – Loss of the imaginary character of the marks – mental loss in value of the products – vulgarizing of the mark – devalorization of the mark – Dilution of the mark about competition – deterioration of the public image The disappointment of a customer on an article of entry of range quickly made fade on the image of the unit. It seems of thus be likely to multiply the occasions of entry of range to satisfy the passion with general public for the luxury. Finally the largest risk for a mark would be more not to be regarded as marks of luxury. Ex: Gucci. The company had multiplied the licenses so much, that in 1995 one did not regard it any more as one mark of luxury. It will be necessary, to find a strong statute of mark of luxury, to give up the strategy of diversification and to count on the genius of the creator Tom Ford and on the ingeniousness of the chairman Domenico de Sole. But is thus to answer the passion of general public that the marks launched out in these strategies like acquiring a planetary stature. But today with the risks of vulgarizing, the marks prefer to control their production and their distribution. It is besides by using a distribution in selective network that the marks of luxury will be able to touch the public which agrees to them. Conclusion In strong progression, in spite of the international events of these last years, the sector of the luxury continues its change on multiple axes: reinforcement of the groups, widening of the territories of mark, atomization of the customers, need for conquest of rising generation, evolutions of the distribution networks and political news of communication? These transformations require quite informed actors in order to make the best decisions. General public occasionally seeks to get products of luxury. But contrary to the most affluent classes, it is a step of demonstration of the marks. One wants to show with the eyes of all which one has would be this only one accessory of a large mark. The passion of general public for the products of luxury led a phenomenon to develop at speed large V: the counterfeit of marks. There is a request as regards luxury and the offer is done by products of counterfeit. There it is not a question of vulgar copy, quickly uncovered by the authorities. The marks must from now on face a counterfeit with the identical one, which sows the doubt in the spirit of the consumer. The consequence first is that certain marks go down in the street. It was the case for the mark Burberry. The second consequence is that the mark saw its image deteriorating near its target public so much so that it decided to take legal measures to fight against the counterfeit. It was also necessary to centre its products in a very top-of-the-range positioning. As we saw throughout this work, the importa.