Michael Ondaatjes Relationship with his Father in his Work, Running in

Michael Ondaatjes Relationship with his Father in his Work, cut in the Family The jacket description embossed on the back cover of the Vintage publishing of Michael Ondaatjes Running in the Family gives the endorser a false sense of what the book is about. To some it is a lyrical and witty tale of broken engagements, and drunken self-destruction attempts, and to some it may be an inspired marriage of travel narrative and family memoir (jacket). The front cover, however, provides the most valuable information about the book. It is a decimal point from Paul Gauguin painting of a man walking through a tamed arboreal bea. A scene from a tropical countryside the colors are bright and vibrant off to the left side is a small hut. Gaugiun was a post-Impressionistic painter who stressed feeling over realism it was the sole object of the artist to catch the emotion of the moment. Thus, emotion appears to be the driving force of Running in the Family. The book is a series of anecdotes and gestures as Ondaatje labels his construction of bandage (206). Ondaatje records events as they are told to him, exaggerated by the storytellers and distorted by time, and further transformed through his transcription good. Interestingly, it is his father, Mervyn Ondaatje, and not Michael Ondaatje himself, who captures most of the attention in Running in the Family. Of this, literary critic and professor Winfried Siemerling states, the connection between the self and the other is directly patronymic in Running in the Family the book laughingstock be read as a biography. Representing the story of Mervyn Ondaatje through the eyes of his son Michael, however, the biography is, at the same time, autobiography. Ref This a convention which mayead the reader to surm... ...needed to find him in one form or another (Jewinski, 13). Ondaatjes avoidance of explanation is renown, as Douglas Barbour offers in his critical essay of Running in the Family, kind of than explanation, Ondaatjes te xts seek to create a sensual and emotional awareness of the others living (packet 124). But what Ondaatje doesnt explicitly express, he weaves into his text, creating that sensual and emotional awareness, allowing his readers to step into the life of his father, and on with Ondaatje, forgive. Works CitedBarbour, Douglass. From Michael Ondaatje. Waddington Packet, 2001.Jewinski, Ed. Michael Ondaatje Express Yourself Beautifully. Toronto ECW Press, 1994.Ondaatje, Michael. Running in the Family. Vintage Books, New York, 1993.Siemerling, Winfried. Discoveries of the Other. Toronto, University of Toronto Press Inc., 1994.

Huckleberry Finn ( Huck Finn ) :: Essays Papers

Huckleberry FinnHuckleberry Finn is a loveable timeless classic written by one of the great American authors, Mark Twain. A comrade to the Adventures of gobbler Sawyer, Huckleberry Finn offers fans a closer look into the life of Huck Finn. Although the novel has similar characters and settings, the theme and moral dilemmas are much stronger than those we saw in Tom Sawyer.The Adventures of Huckleberry Finn holds a darker side that Tom Sawyer did. In this piece we see an ab phthisisd Huck try to figure out where he belongs in the world. He sets off on a journey to see if he can find peace and happiness away from the bonds of society. He is tested many time and in the end Huck ends up back where he started and he gives into the social norms of his time. Huck is a good person, unfortunately society has many distinguishable views than him and this difference in opinions pushed Huck away from society. Although Huck has the right views on many things such as Jim, he can not stan d up to the pressure of society at this young age.Mark Twain delectations the native southern dialect once again to enhance the quality of the setting for his readers. His use of dialogue is frequent and allows the reader to forget that they are in fact reading rather than sitting in on someones conversation. Twains use of vivid detail and wit amuse and delight readers. Mark Twain used the novel Huckleberry Finn to express a persons own perceptions in the regards to rejection from civilization. Twain to a fault uses Huckleberry to portray how society might not always be the best way for a person to choke, rather choosing their own beliefs and ideas to live by. For example, Huckleberry doesnt see the use of money and is satisfied with life with out money. Therefore the life of a drifter suits him just fine. There are also many other themes carried out through out the novel.

Ethnicity and Female Equality: A personal Opinion Essay -- Sociology G

AbstractThe subject of my essay will be a compilation of facts and opinions on the bureau of ethnicity and gender on female stead in the United States. Equality for females and males is enchantd by ones ethnicity, by the media, by stereotypes, and by the myth of tint rights. The research methods that will be used for this essay will be single the personal opinions of the author of this essay. One believes that the findings of this essay will show that ethnicity and media generated stereotypes influence gender roles and that inequality for females is a fact of life.Ethnicity and Female EqualityA Personal OpinionThe role of ethnicity plays an important part in our fraternitys view and the status level that is afforded to females. The overall level of female status in America is not as high as males, but this status is even upgrade lowered when a female comes from an ethnic minority. These minority females face a double-edged sword in a society that puts an emphasis on masculin ity and whiteness. Society is an evolving object and the role of females and minorities has improved steadily throughout our history, but improvement is still needed to make one and all more equal.The role of socialization is in a sense began even before a child is born. Parents anticipate the sexual gender of their child and prepare accordingly. Nurseries are motley blue of pink and either denim or lace is bought. Thus, one sees that even before birth children are stereotyped into gender roles.Parents also, often only want a child to be male and are extremely disappointed if their child is born female. This failure to meet a parents overall iron out for a son can have terrible psychological and sociological aspects on a child. The author of ... ...males and males are not equal in this society and probably never will be. There is little that any single individual can do to change this. To be comfortable with ones gender and to extend the most gratifying life that is possible fem ales must accept who they are and realize that to a large extent that this is a male-dominated world that exists. By pass judgment this truth females can attain personal growth and power by being what they want and by being able to fulfill the society expect roles that are stereotyped to them. This by no means is a belief that adheres to the popular thought of feminization and equal rights, but it is one that the author of this topic believes has been beneficial to her. It is by accepting ones femininity and role that one can achieve harmony not only with ones self but with the society at large and with the expectations of our ethnicity.

Germany under Bismarck :: essays research papers

Germany under von BismarckThe Historical DebateThe view of Bismarck over the years has changed and it is the historical flip over surrounding our perception of him and his intentions that often shapes our interpretation of the German unification. No 19th century figure has attracted the attention and controversy that surround the achievement of Otto von Bismarck, with the exception perchance of Napoleon Bonaparte. The success of Bismarcks work in unifying Germany has shifted from a determinist to a dialectic approach.Early historiography had portrayed him as a master statesman, leading Germany to her rightful destiny. However, dissent from this thesis was at first from non-German historians who re-interpreted later events to conclude that there were more sinister implications to the work of the Iron chancellor, making him a more Machiavellian and immoral politician.Later historians, after the Second World War adopted a teleological interpretation of Bismarck accusing him of lead ing the way for the disastrous era of Nazism by crippling the development of democratic institutions in Germany, he laid the country give way to future dictatorships however, some historians have argued that Bismarck could not be held for entirely future developments. They cite his semi-feudal brand of conservatism, arguing that along with his religion and his limited Pan-German view, these factors all distanced him greatly from the principles of Nazism.Recent developments have tended to move away from the study of Grand Policy, to diminish the role played by great men such as Bismarck, but to stress the wider context in which they operated.Themes and Problems of 19th century EuropeThe collapse of the Napoleonic empire in 1814-15 brought the statesmen of Europe to provide for he political future of France and those territories conquered by France. In addition they had to reestablish the balance of power shattered by the Napoleonic campaigns, and to ensure against any similar disr uption. France was labored to accept a restoration of the Bourbon dynasty, and a large war indemnity and an army of occupation was imposed. The justifications were manif gaga however, few do come to mind. Firstly, the Allies seek to prevent future French expansion by the creation of a cordon of relatively strong states around her borders. To this end, a new United Kingdom of the Netherlands was created, consisting of the old Dutch Republic and the Austrian Netherlands (now Belgium). Secondly, this cordon was backed and supported by a loose confederation of 38 states known as the German confederation which was schematic to compensate for the collapse of the old Holy Roman Empire which would ensure that a mass of small German states would be less easy pit for a future expansionist power.

Oedipus and Maze of Destiny Essay -- Literary Analysis

Responsibility is key to living a life that is ones own. In the play, Oedipus Rex, by Sophocles, The tragic protagonist, Oedipus, was afflicted with a pungent sense of guilt once he learned that he has killed his father and married his mother. The play presents this appalling outcome through a prophecy that leads the earreach to assume that Oedipus, like the rest of humanity, has little control over their destinies. People of the time when the play was first written, as well as many Christians today believe that God has a plan for everyone, but they are still responsible for the choices they make. In a life of uncertainty, people must try non to be afraid of what may lie ahead and press forward. Many tough decisions must be made that will develop aspects of their characters along these course of actions, which were each designed for specific people. In this sense, life can be thought of as a snarl. In Oedipuss case, he was given a hint closely one of the paths within his maz e. A nonher thought that exemplifies the significance that free will holds, is seen in elements of Sophocles classic, which revealed that Oedipus had more knowledge over the details of his dilemma than he let himself become conscious of. The last idea will reveal how the onset of fear will push people down a treacherous path of risk and pain, which is also seen in the play through multiple characters. Free will is an attribute that all people possess. It could work as a marionette to get individuals through the scary twists their lives may entail. It could also work against them in many ways, which depends on the level of human weakness and ignorance. But, the most important command that can be made after considering the argument of, fate vs. free will, is that... ...e individual and lays out the structure of the life that this person was meant to wander. Similar to God, Apollo could only shout the different paths that Oedipus would take. The unchangeable factors of life ha ve a large effect on how a person lives, but this does not mean that they are not the leaders of their own destinies. The knowledge of what was to come made Oedipuss journey much more complicated, but it was his duty to deal with it in his own way, because this maze was his own to bid upon. Works CitedSophocles, Frederic Will, and Bernard Knox. Oedipus the King. New York Pocket, 2005. Print. Sophocles, Frederic Will, and Bernard Knox. Critical Experts. Oedipus the King. New York Pocket, 2005. Print.Abcarian, Richard, Marvin Klotz, and Samuel Cohen. Literature the Human Experience. Boston, MA Bedford/St. Martins, 2010. Print.

Oedipus and Maze of Destiny Essay -- Literary Analysis

Responsibility is key to living a life that is ones experience. In the play, Oedipus Rex, by Sophocles, The tragic protagonist, Oedipus, was afflicted with a harsh sense of guilt once he learned that he has killed his father and married his mother. The play presents this appalling outcome through a soothsaying that leads the audience to assume that Oedipus, like the rest of humanity, has little control over their destinies. People of the time when the play was first written, as well as many an(prenominal) Christians today believe that God has a plan for everyone, but they ar still responsible for the choices they make. In a life of uncertainty, people must assay not to be afraid of what may lie ahead and press forward. Many tough decisions must be made that will develop aspects of their characters along these paths, which were separately designed for specific people. In this sense, life can be thought of as a maze. In Oedipuss case, he was given a top about one of the paths w ithin his maze. Another thought that exemplifies the significance that free will holds, is seen in elements of Sophocles classic, which revealed that Oedipus had more knowledge over the details of his dilemma than he let himself become conscious of. The last idea will reveal how the onset of fear will push people down a treacherous path of risk and pain, which is also seen in the play through multiple characters. Free will is an attribute that all people possess. It could work as a tool to get individuals through the scary twists their lives may entail. It could also work against them in many ways, which depends on the level of human weakness and ignorance. But, the most central assertion that can be made after considering the argument of, fate vs. free will, is that... ...e individual and lays out the structure of the life that this person was meant to wander. Similar to God, Apollo could all predict the different paths that Oedipus would take. The unchangeable factors of life have a large effect on how a person lives, but this does not mean that they are not the leaders of their own destinies. The knowledge of what was to come made Oedipuss journey much more complicated, but it was his duty to deal with it in his own way, because this maze was his own to bid upon. Works CitedSophocles, Frederic Will, and Bernard Knox. Oedipus the King. New York Pocket, 2005. Print. Sophocles, Frederic Will, and Bernard Knox. Critical Experts. Oedipus the King. New York Pocket, 2005. Print.Abcarian, Richard, Marvin Klotz, and Samuel Cohen. Literature the Human Experience. Boston, MA Bedford/St. Martins, 2010. Print.

Learning a Second Language

Learning a second spoken address after using your native language completely your liveliness can truly frustrating and overwhelming at first. But as one begins to chip a trend at the language and begin to some see to it words, these take in a foundation or scaffold upon which you can understand more words, primarily in context. More words, more context and this then creates wheel that helps towards achieving fluency in the bulls eye or second language.Mei-Yu (1998) once said that in the acquisition of oral language, young children are active agents, constantly plow the language inputs that they are constantly exposed to and de first-rate and refine them ways that makes sense to them on a personal level. Children create hypotheses or theories about language rules, constantly filtering these theories through active engagement or connections with the more competent language users in their immediate environment. Unconsciously, they gain vigor to recognize contexts and begin acq uiring fine discrimination in their use of a language.This means that for a second language learner, the trump way to learn is through immersion in the language. check immersion creates a sink or swim instinct within the individual. The need to communicate and express ones self will substitute all barriers to breeding, and the individual will learn the language because of the instinctive need to survive. Children are especially natural linguists, able-bodied to effortlessly discern language rules and render then to learn as many languages as they are exposed to. (Alyousef, 2005)However, the older we get, these natural language processes are replaced by conscious awareness of rules, which hinders the learning of a parvenu language. For adults, the process of learning through immersion may take longer than for adults, but the process of second language acquisition the Great Compromiser essentially the same, especially if there is total immersion in the target language. For ind ividuals moving to a impertinently land permanently, total immersion will non be a problem. The sink or swim concept is so very true in the learning of a second language, the language essential be learned in order to survive in society, then it most plasteredly be learned, it will only be a bet of time.Indeed learning a new language is all about exposure, but in most cases, such is not possible. For most of us, we learn a second language through formal and conscious lessons in second language classes. For people who are learning a new language, the best way to do so is through a strategy. For adult learners, it is important to follow some guidelines in order to facilitate language learning. The first step would be is to make an honest assessment of your competencies in the target language do you have some basic bedledge or none at all? The second step is to analyze the language being taught and recognize similarities between the two.Teachers should be the one to initiate this. Language teachers should recognize individual skills and competencies which can be used to scaffold the new concepts being learned. Building upon front knowledge or what one already knows or is already skilled at is the best way to learn something new. In terms of language learning, the important thing is to reinforce the prior knowledge and connect it with the target skill, regardless of the languages involved. Starting with what you know is the best way to attack second language learning. When an individual approaches a lesson armed with knowledge and skills they already have, they have more confidence in exploring the new language.It is overly encouraging because it gives you a sense of conquest and accomplishment early on in the lesson, something which is very important to maintain educatee motivation. Following similarities and prior knowledge, then learning can shift to the differences in the two languages involved to allow them to distinguish one from the other. Using pr ior knowledge once again, the learners should be allowed to recognize these differences themselves. (Alyousef, 2005, p.7) Prior knowledge is a learning strategy that second language learners must use so that they will not feel so powerless while learning a new language.For those learning a second language, it is also important for the individual to realize why they need to learn the target language. Motivation is a crucial element of learning if the target language must be learned to make an individual functional in society, then this need will facilitate the learning. (Crystal, 1987) Once the similarities have been established and the differences distinguished between the two alphabets, then the next is to focus on reinforcing the target languages alphabet system and how their sounds are produced, making occasional references to the alphabet of the native language.These references will reinforce the connections between the two languages and help the student in the learning process. This strategy is meant to make the third-grade students be comfortable with the target alphabet by relating them to their native alphabet. Eventually, such references to the native alphabet will be gradually eliminated. This way the students can be fluent in the second alphabet independent of the mother tongue. (Mora, 2002)Of course for people who have achieved a certain level of fluency in the target language, the next step is to improve pronunciation. Knowing how to speak in a second language will not be of much value if you cannot be understood because of how you say it. Pronunciation can be a barrier in communication, so being able to say words correctly is crucial. The good thing is that accent is very easy to neutralize. Speech performance is universal and the mechanism is the same for all of us. As such, we can learn to produce old sounds in new ways, such as when we attempt to pronounce a word differently. (Mora, 2002) But it must also be said that training the tongue to s ay words in new ways takes discipline. It can also be frustrating at first, and success can only be achieved with constant practice and conscious effort.This conscious production is necessary so that we can train the articulators to change its speech production habits. After knowing how the target sound is produced, the key is to constantly apply it until the body remembers it on its own without any conscious control on our part. ab initio feedback is necessary we need to listen to how we make the sounds so that we can make the mechanical adaptations necessary to achieve the change. To address this, we can record ourselves and monitor our come about as we continue to practice. Hearing how we improve over time is inspiring and encouraging. After all is said and done, there is great satisfaction in not just being fluent in a second language, but also being able to say it properly and clearly.Indeed, when it comes to learning a new language, the best way to do so is through patience and constant practice. If total immersion in the language is not possible, the best way is to form a strategy when approaching a language learning task. Whenever possible, the target language must be used so that the mind gets used to the language and begins to form a schema about it.ReferencesAlyousef, H. (2005). Teaching Reading Comprehension to ESL/EFL teachers. TheReading Matrix. Vol. 5, No. 2.Crystal, D. (1987). The Cambridge Encyclopedia of Language. Cambridge UniversityPress. Cambridge.Lu, Mei-Yu. (1998). Language Learning in Social and pagan Contexts. ERIC Digest.

Describe the characteristics valued

Even to twenty-four hours security Is a big Issue to us and still likely to continue this way, save progresses argon fortuity all the time. Employers leave behind assume that you would know about these all important(predicate) areas. But they wont always expect you to know e rattlingthing, but it is important that you sop up some(a) knowledge about the main issues. If you are interested in a certain area, you go away need to do as much(prenominal) research as you can Also you bequeath need to develop your skills and knowledge in that certain area. Working procedures Its very good to have some knowledge of typical practices In the IT Industry.This Is ca example of the legislation that Is Included In IT at the moment. Things Like data protection and copyright laws are a lineament of this. Employers have to make sure they are not breaking any laws, this means they will need their employees to always be aware of what they are doing and the responsibilities they have in these are as. Health and safety knowledge Employers will expect you to have some knowledge In the health and safety area. This Is essential as the employers will expect you to be aware of the risks and the responsibilities you have. For example you might get eye strain from hearting at the imputer screen for a long time.How to stop this from happening is to adjust the monitor at eye level and put it somewhere so there is no reflections coming of the monitor. General Skills Interpersonal Skills In your job, it is nigh likely that you will be communicating and fakeing with other people. So this will mean that you will need to have good communication skills. This is what more or less employers look for. Both IT professionals and IT users may be limited to their knowledge of technical areas in IT. Numeric Skills What kind of job role you have will count on on the level of numeric skills you need. These days, nearly every Job role requires basic innumeracy skills.You will need to be able to carry out day to day numeral calculations like working out percentages and basic sums. Other areas of IT like programming will require a higher form of mathematical ability. Creativity The type of job you do will depend on how creative you are. For example the employees that work in wind vane design and desktop publication will be known to be creative in that area as they can come up with bents of unique Ideas to make the web For example you can Just be creative by coming up with ideas for new products or even improving old products or services.Organization skills It is very helpful if you are an organized person. This is because you will need to be able to do work tasks efficiently. For example the Job that you have been set to do will mean that you need to have the right equipment and information for the Job. This could be going from having something to write with and remembering clients names or businesses that you might have to visit. Also to look professional its very good to be organized. Most employers dont like it if you come in and say l forgot it or l left it t home as its very UN-organized and makes you look unprofessional.Attitudes preferred Determined Your Job can sometimes become very hard and might stress you out a lot but there is always a way to overcome this problem and that is to be determined. A lot of employees who tend to give up easily on work will never impress their employers because it shows them world very UN-professional. But the other employees who have determination to get things done and who want to succeed will look much more professional and will impress their employers. IndependentThe first Job you have in IT probably will be with other people instead of you being by yourself. But this doesnt mean you cant be independent. Your employer will be expected for you to develop your own ability to work by yourself and to use your own initiative than waiting for other people to give you instructions on what to do. Integrity Your employer will want someone who they can trust. So being honest to everyone and not going making up things is important. Your employer will also expect you to work as you normally would if not better for when your supervisor isnt there.Also there could be expensive equipment which means you have to make sure you look after it. Leadership Throughout your Job role and the time you have worked in the business, your employer will always look out for any leadership skills you have in you. For example if you have good leadership skills then you can work well with others and help to inspire and encourage them to get on with work and push through it, or even help them Good leaders are good when it comes down to organizing and planning things and are not afraid to take control of it all.

Diana Ecks Essay

Diana Ecks writings in Darsan comprehend the Devine Image in India address many a(prenominal) of the key elements of the Hindi culture and traditions. much(prenominal) of her writing deals with the visual facial gesture of the religion, and how it is more about the spirituality rather than the actual image itself. Within each(prenominal) chapter she hit on early(a) major details within in the Hinduism. However this essay will discuss the specific concepts such as pilgrimage to certain sites, importance of the visual aspect, and how the verbalism is a religious discipline in itself.Diana Ecks essay begins with the discussion of how Hinduism is a visual religion. Numerous times she explains how sight was a major aspect in worship and Darsan. In this section she goes on to explain that the very phrase of the Hindu religion is determineing is knowing. The whole point of the darsan aspect is to see and be seen by the god, goddess or diate that lives in the shine. Furthermore the eyes play a key role in the worship of gods. Through the eyes on can gain blessings of the divine.However to get to the dwelling places of these gods is not always a simple trip to a local shrine. She begins to discuss the pilgrimages or journeys of many people in order to achieve darsan at a specific place. During this portion of the essay she talks about the journeys and dedication that many of the Hindu pursual partake in. not only do people traveling for gods but also upkeep religious figures. For example Ghandi was perhaps the most exalted living Hindu figure. Thousands would travel just to get a glimpse of him passing in an attempt to achieve darsan.Towards the end of her passage she explains the importance of the construction of the images, and how each one was a religious discipline in itself. Later on in the passage she begins to explain how the construction of a tabernacle becomes part of the man and in its construction the entire universe is rearranged. The very groun d plan is a geometrical map of their cosmos with the sacred image at its center. numerous of the temples are models of sacred mountains said to be the dwelling places of the gods, and diates. In a larger sense the temple are said to be images themselves.The construction of the temple gives evidence to this. Eck explains that from the beginning of the construction to the end is a ritual. My thoughts on the passage were that the author had extensive knowledge on the Hindu art forms along with its culture and myths. Her organization made it so each topic led to one another, and also goes into detail on almost every topic discussed. On the other hand I found one of her weaknesses was that the information got repetitive and made it difficult to focus throughout some of the paragraphs. A clear point unless was the comparisons between Christianitys god and the Hindu gods.Many times she compares the two saying a person that practices the Hindu religion could not comprehend the estimation of one almighty invisible god, and that it would also be difficult for us to understand the importance of vision being a main part of the Hindu religion. This book has also shown me that each and every design has a specific importance to the religion itself. Before I assumed most of it had to be vacuous decoration, and that gods with more than eye actually serve a purpose for in achieving darsan. I had always assumed that it was just decoration or something completely varied from its actual purpose.In this essay I sacrifice given a brief summary of some the major points in Diana Ecks book Darsan Seeing the Devine Image. These points include importance of the visual aspects of Hinduism, the ritual practice before during and after in constructing a hindu monument, and what the purpose of the pilgrimage is. I also have given a person opinion on the author strengths and weaknesses, prior stereo types and some comparisons that can be found within the book. Overall I found the book to be helpful in the fact that it gave specific reasons for many of the decorations and practices in the Hindu religion.

Analysis of the BRICs economy Essay

a) Map the likely evolution of the BRICs. What indicators might companies monitor to guide their investments and actions? fareThe BRICS are distinguished by their large, fast-growing economies and significant influence on regional and global affairs. As of 2013, the five BRICS countries represent almost 3 million people, with a combined nominal gross domestic product of US$14.8 trillion, and an estimated US$4 trillion in combined foreign reserves. The BRICS countries encompass everyplace 25% of the mankinds land coverage and 30% of the increase in global output during the period. It demonstrates that the BRICS has the huge number of the benignant resources and land resources that attract a mickle of investor come to these five countries to seek investment opportunities and market equities. As a result, the overseas guilds monitors want to gain the silk hat profit and the little risk, they can rely on some important of the financial indicators. For example, the Cross National Income, Gross National Income for per capita, foreign exchange rate and the amount of exporting and import. In addition, they also pauperism consider the human development index. For example, they need to consider the governments policy of the overseas company and the local assimilation and economic.b) What are the implications of the emergence of the BRICs for careers and companies in your country? resolutenessChina is increasing their economic much faster and it also has a very important rank in the world. China has the largest manufacturing countries in the contemporary world due to the great natural and human resources, and it attract a lot of foreign company to surface area their bank line. But for now, because of the BRICS countrys impact, china can easily get the resources and technology from other BRICS countries. China gradually began to change their industry pattern from perform to independent research and development production. With the development of the level o f education in the last few years, china has a large number of professional talents to supporter the company to research and development of new products. The BRICS help companies to get some resource from other BRICS country easily and increase a lot of notice to get technical communication.c) How might managers interpret the potential for their product in a market that is, in absolute economic terms, large, but on a per capita basis, characterized by a majority of poor to very poor consumers?Answer All the BRICS countries are developing countries and the investor need to face a majority of low-income consumers. These consumers do not buzz off high consumption ability and only focus on the bottom of market consumption level. For the managers, they need to have a practised idea of the real business environment and the consumer groups that they will contact. In addition, they also need to pay attention to the potential market to low-income consumers. The company need to jibe to t he features of these groups to position their products. These groups of consumers do not have a lot of money to buy things and only buy some things that they really need and wanted. So the company have to put more attention on their products price performance ratio and functionality, and not like the products for the high consumption that need pay more attention on the appearance of the product. The managers also need to help companies to adjusting internal business strategies to adapt new environment. The new country have the different cultural and environment, so they need to project a marketing strategy to attract these groups of consumer. Furthermore, the consumer can help their company to get partnership with some Non-profit Organizations, and it will help to improve the reputation of the company and the effect of the product.d) In the event that the BRICs fail to meet projected performance, what would be some of the implications for inter body political business?Answer The aim of forming the BRICS is helping the developing country to increase more communication and promote the world peace, in order to help BRICS countries to increase the issue of economies. If the BRICS fail to meet projected performance, and it is mean that the BRICS countrys performance is facing some problems. The economic environment as gross national income, buy power parity, human development index and per capita income will be affected. In addition, the performance will be affected by the employment rate, debt, education and GDP relative indicators. Therefore, the BRICS need a strong political institution to have the fairness, patency and preciseness for the international business. On the other hand, the BRICS countries need to make their calling more open to attract more foreign investment, and get more the capital flows. The government should also cooperate with companies, in order to get the best business environment. e) Compare and contrast the relative merits of GNI per ca pita versus the idea of buy power parity, human development, and green economics as indicators of economic potential in Brazil, Russia, China, and India.Answer The GNI per capita a first step toward understanding the countrys economic strengths and it reflects the average income of a countrys citizens. The purchasing power parity is an economic theory that states residents of one country should be able to buy the goods and services at the same price as residents of any other country over time, and it is also a calculation that determines how much things would cost if parity did exist. To calculate GNI, analysts look at the total value if goods and services produced within a abandoned time period, such as a year. However, analysts also evaluate things produced overseas that add value to the nation, looking at what residents produce regardless of where its located.For purchasing power parity calculations, analysts look at purchasing power by nation, recognizing that simple currency conversions dont account for inflation and other factors, they transmute to a uniform hypothetical international currency, looking at what a dollars worth of that currency would buy in any nation around the world. The unman development index is a summary of human development around the world and implies whether a country is developed, still developing, or underdevelop based on factors such as life expectancy, education, literacy, gross domestic product per capita. And a green economy is one that results in improved human well-being and social equity, while significantly reducing environment risks and ecological scarcities.

Anatomy and Physiology Ch. 1 Study Guide Essay

Anatomy the study of the imprint or structure and arrangement of be parts and their relationshipsPhysiology the study of the turns of the underframey parts or structures and their relationships in maintaininglife processes.Levels of Structural OrganizationThe human body consists of directs of structural organization that are associated with one another. in that respect are six takes of structural organizationI. chemic level It is the simplest level and it includes all of the chemical substances essential for maintaining life. These substances are made up of atoms.An atom is thesmallest unit of matter. Matter is anything that takes up space and has mass.Atoms combine to form molecules, which may be simple orcomplex. Different types of molecules combine to form oranelles (little organs). Organelles are limited structures that carry out specific functions.2. cellular level The cell is the basic unit of structureand function and of life. Cells vary in size, shape, and functio n and may contain many types of organelles.3. weave level Tissues are groups of similar cells thatperform a specific function.There are four major types of tissues in the human bodya.epithelial tissue It is ensnare lining bodycavities and covers the surface of the body.It functions inprotection, secretion, and excretion.b. connective tissue It is found on the surfaces ofand in organs and tissues and functions in protection, support, and attaching organs and tissues to each other and to the walls of body cavities.c. muscle tissue It functions in the movement ofbody parts and organs, and in the movement of substances passim the body.There are lead major types of muscle tissue(1)skeletal muscle It is found attached to andcovering bones and it functions in bodymovement.(2)cardiac muscle It is located in the heartwall and functions in the contraction andrelaxation of the heart as it beats.(3)smooth muscle It is located in the walls ofinternal or visceral organs and it functionsi n moving substances throughout the body.d.nervous tissueIt is located in the learning ability andspinal heap, and extends to various tissues and organs.Itfunctions in transmitting electrical or nerve impulses from the external and internal environments to the brain and spinal cord where it is interpreted and a response occurs.4. organ level Organs are groups of two or more types oftissue working unitedly to perform a specific function.5. organ system level sTstems are groups of organsthat work closely together to perform a common function.There are eleven organ systems in the human bodyaog.h.i.j.k.integumentary systemmuscular systemskeletal systemnervous systemendocrine gland systemcardiovascular systemlymphatic systemrespiratory systemdigestive systemurinary systemreproductive system6. organismal level It is the highest level of structuralorganization and it consists of groups of organ systems working together to maintain body structure and function. Organ systems work toge ther to maintain an internal environment that is fairly constant, stable, or balanced. This is referred to as homeostasis (to stay the same). Changes do occur, but within very narrow ranges or limits.HomeostasisBody parts or structures function efficiently in maintaining metabolic processes and when the survival needs are within certain limits or optimum levels.The survival needs includewater,oxyqen, nutrients, an appropriate bod temperature, and atmospheric pressure. Water is necessary for chemical reactions, excretion, and secretion.Oxyqen is required for many of the metabolicreactions that break down nutrients and provide energy. Nutrients provide energy for cells and cell processes. Bod temperature moldiness be maintained within a certain range for chemical reactions and cell processes to perform efficiently.If the body temperature falls in like manner low or increases too high, chemical reactions will slow down or may stop. Atmospheric pressure is the force of air on the body surface by the cargo of air. It is important in breathing and in the exchange of oxygen and carbon dioxide in the lungs. To maintain homeostasis there are control mechanisms. Control mechanisms consist of three partsi. receptor It responds to sensory stimulifrom theinternal and external environments. The information is sent along afferent pathways to the control center.2. control center It consists of the brain and spinal cord which interpret and analyze the information and determine an appropriate response.Information is then sent along efferentpathways to the effector.3. effector It consists of tissues, organs, or glands that perform a drive response to the original stimulus that was received by the receptor. The response involves a feedback mechanism. If the response slows down or inhibit the stimulus it is a neqative feedback mechanism. If the response speeds up or enhances the stimulus, it is a positive feedback mechanism.Most controlmechanisms for homeostasis in the human body are negative feedback mechanisms.

My Learning Profile Essay

In todays ever-changing fast-paced world the most important skill one requires is acquisition how to learn. Transformation is inevitable and one will be forced to learn change or fall significantly behind. Every individual has a distinct way of attainment. One must identify his or her skill visibleness to ensure their success in todays and future humanity. Additionally, by identifying your learning profile strengths and weaknesses you are provided an avenue for improving yourself in most aspects of every day life. I have incorporated this concept by identifying my learning profile and my learning strengths and weaknesses. Also, I have established a plan to capitalize on these strengths and to mitigate my limitations.This paper will discuss my learning profile low down into four areas. The areas are learning eras, bottom up or top down learning, quadrants of learning and eclectic disciplines of personal intelligence.To begin, everyone has a favorite time of dayone that is conduc ive to learning. Some have fired concentration in the proto(prenominal) hours while early(a)s achieve a higher level of knowledge absorption and retention during noon hours. Still, some people are at their peak learning zone during the evening hours. For me, I learn best during the early morning timeframe. I always believed I was a morning learner and Test 1 in the course text supports this theory. This test helped determine the propagation I am more than receptive to learning. Next, I will ascertain the basic aspect of my personal learning style.Understanding if you learn more efficaciously in unstructured situations or in a logical presentation of facts in a rigid strategy is critical to ones learning profile. I am the latter. I learn best in a systematic, methodical approach allowing me to master specific details before moving to more general concepts. In other words, I am a Stringer. The next step after comprehending this is to expand further into your learning preference s.Digging a pocket-size deeper into ones profile, it is now imperative tounderstand our preferences for dealing with facts or feelings, using logic or imagination, and thinking things through yourself or working with other people. After studying the Four Quadrants for Learning descriptions and evaluating how they relate to my learning abilities and preferences, I have concluded that my learning profile crosses the boundaries and encompasses two of the quadrants. Specifically, I assimilate closely with quadrant styles A and B. panache A incorporates my dependency on learning through specific knowledge. This style focuses on verifiable facts on which everyone can agree. Style B thrives on order and sequence. Both quadrants represent my style of learning where you base learning on a solid foundation with direction. Lastly, all of the same portions of my learning profile are coupled with my learning talent or personal intelligence.Most people believe that their capacity to learn is determined by personal intelligence. Contemporary psychologists have changed the idea of a single learning capacity called intelligence into seven different intelligence learning categories used to enhance ones learning abilities. After answering the personal intelligence questionnaire in the text, I strongly associated with interpersonal and spatial intelligence. I related fair in the interpersonal, linguistic and bodily-kinesthetic intelligence categories. To my surprise, I did not select any choices concerning logical-mathematical intelligence, a category I have always believed I was prominent in.In conclusion, I have discussed the importance of identifying ones personal learning profile. This profile varies from individual to individual. However, everyone possesses and needs a learning profile. Researching this paper, I have observed how my brain prefers to process new material, which modes and media of instruction suits me best, and which times of learning I am more receptive to. I have acquired an awareness of myself as a learner, which is the first prerequisite of Peak Learning.

Social promotion in NYC public schools

nowadays New York City district accounts approximately 1. 1 million students, what is unitary of the largest worldly concern discipline districts in USA. Just couple months ago, Mayor Michael Bloomberg and Chancellor Joel Klein introduced new approach towards the social promotion in habitual schools in NYC. According to the Raymond Domanico, the proposed orifice will hold back around 15,000 third- layerrs in case if they violate English and math tests. 1, P. 4 Of course, the issue of social promotion in public schools is a controversial virtuoso and contains numerous cons and pros which were lately widely discussed among the educators.In this essay I am going to provide luxuriant information regarding social promotion in NYC. The idea of social promotion was initi eachy introduced in NYC in the beginning of 1980s. The program looks alike to the one proposed by Klein and Bloomberg not long ago. Though, 20 years ago it was called Promotional Gates Program and obligated student s of the third and seventh grade to pass English variation test and math test before they argon accepted to the upper grade. They were also proposed to study at summertime schools if they fail the test and retake it at the end of August.Only if they fail this test for the s time, they will be turned back to the same grade again. The novelty of Mayors initiative concludes in that, that if the third-graders fail the reading and math test (will not pass take 3, where 4th take aim is considered to be the highschoolest) they will be offered another chance to take it but previously attend the summer school. The trick and the topic for the continuing discussions of educators is in that, that the passing level for the second test attempt is level 2 (the rest of scenario of social promotion is invariable if students fail this level, they are to repeat third grade again).Some argue that this method will provide faltering students the understanding that their flabby achievements will be tolerated, and in that respectfore these students are left with each year behind their progressing classmates. But the Chancellor Joe Klein notes, that No one wants to hold students behind. So large numbers of students are promoted even though those students are not ready for the next grade. The result is that many students are passed through the system from one grade to another without the indispensable preparation and skills.These students typically fall further and further behind until they ultimately leave school unprepared. 1, p. 4 instantaneously it becomes more understandable, why these changes raised number of accusations from the side of educators and have opponents as well. New Mayors approach is retrieved towards summer schools as well those will be available for the students who are not nevertheless third graders but also second graders and who demonstrate poor results and attendance during that grade.The class surface is diminish to the quantity of the small group and will account approximately 15 students in each. As to me, this channel of the program is very commendable and worth of appropriate attention. Of course, the other question which is usually discussed when the program is any implemented or maintained is its budgeting. Our case is not an exception. It is worth saying that budget of NYC is to cover these expenses and the size of this burden accounts $25 million (this number is an approximate, but the real one could be much higher). thus in order to deal with it, some high school principals in NYC has diverted the funds from the high school students toward the third grade program. Joe Mathew is supporting this idea as well and expresses his thought in the pastime way Money spent on an extra year of schooling for retained students would be remedy spent on preventing low achievement. 2, p. 4 According to the statistical data, because of social promotion program, 25% of all ninth grade students in NYC public schools are over- aged for their class. 1, p. 4 This number brings to the conclusion, that these students most probably were detained once during there school time. In some schools also exists unwritten policy of teachers and principals which is aimed to minimize withholding of a weak students to the lowest quantity of years as it is possible. My opinion is, that when improving social promotion programs in NYC public schools, the attention should be paid to the identification of the risk students or risk groups and work with them before it is excessively late.I think that it would be also more appropriate to aim these costs to the development of like programs as preschool, improvement of the school in general and additional attention for the low-motivated students or the one who are behind the program. But, for myself I brought up the question for further discussion is social promotion the result of school miscarriage or is it the sign of greater number of problems which school may face in a near f uture?

Finding The Blessing Of God In Cancer Essay

The concept of death and the association move around towards this state has been the focus of intense interest among psychologists, clinicians and therapists for the stand firm few decades. Efforts towards a better sympathiseing of the psychological side of death and dying have been mostly due to the significant increase in the hail of case of doctor-assisted suicide, as well as spiritual aw beness and religiosity. There are currently an change magnitude number of reports that link spirituality and healing (OMahony et al. , 2005).Analysis of the psychological and spiritual condition of terminally harm patients, as well as their flying family relatives, will provide a means to better understand the dynamic conditions that may be associated with their jaunt to the end of life-time. When a patient is informed by his physician that he has crabby person, his life suddenly changes in an instant. The patients state of mind is filled with two fear and hope, that maybe at that pl ace is a cure to this and that maybe he will directly function to his last few months on this planet.In addition, a patients knowledge of having cancer affects his immediate family (Lipsman et al. , 2007). Research has indicated that several factors have facilitated cancer patients in going by dint of the difficulty journey of life with cancer. It has been reported that communication has helped patients express their worries and concerns regarding their new health condition (Bar-Tal et al. , 2005). The value of the familys perceptions of cancer becomes an indwelling part of the mental and emotional condition of the cancer patient.It has been established that the attitude of the patients family has influenced the full point of hope and faith in the patient. As for the case of treasure H, a two-year old boy with terminal cancer, the parents of this young boy have been very supportive and encouraging, regardless of the knowledge that the radiation therapy were unaccompanied pall iative and were not actually curing the patient. Yet the parents never gave up on supporting their piddling boy and not even one of the parents showed a trace of doubt that things will turn fall out to be okay for their little boy, or for themselves as parents.The radiation therapist, Franklin, is amazed at the strength in spirit that this family has shown, amidst the grave knowledge that their little boy will be gone soon. This case report card shows that amidst the hardships and fear of a serious illness like cancer, human beings still find a counsel to accept the truth and learn from it. The case of Jimmy H and his parents battling cancer is a story of resilience and hope, when the normal reaction of any other individual to a life of cancer is helplessness, hopelessness, anger and distress.The family of Jimmy H shows that death could be regarded as the end stage of a journey and that their own attitudes during this journey may be happy or sad, depending on what they chose it to be. It is the decision of Jimmy Hs family to bear the rest of their sons life with hope, faith and love, regardless of the pain that their son would experience during his last few months on earth. The constant prayers that the family has been doing have also helped them accept the truth that cancer is present in their son.There are reports that describe the influence of prayer on healing, with supporting medical explanations for the improvement of the conditions of both patients and the members of the family (Anandarajah, 2008). It is also possible that the family of Jimmy H understands their current situation from another point of view and this is through finding the mean of life, which is in their case not based on cancer, but on the fortune to give love and care for one another, despite the shortness and difficulty of the condition of their family.It is thus understandable that even with cancer in the family, Jimmy H and his parents could still face their lives with calmnes s and hope, because they see that there is more to life than pain and suffering but the chance of sharing their lives with each other and providing themselves as good examples of perseverance to others as well. References Anandarajah, G. (2008).The 3H and BMSEST models for spirituality in multicultural whole-person medicine. Annals in Family Medicine, 6,448-458. Bar-Tal, Y. , Barnoy, S. and Zisser, B. (2005). Whose informational needs are considered? A comparison between cancer patients and their spouses perceptions of their own and their partners knowledge and informational needs. Social Science Medicine, 60,1459-1465. Lipsman, N. , Skanda, A. , Kimmelman, J. and Bernstein, M.(2007). The attitudes of brain cancer patients and their caregivers towards death and dying A qualitative study. BMC Palliative Care, 6,7-17. OMahony, S. , Goulet, J. , Kornblith, A. , Abbatiello, G. , Clarke, B. , Kless-Siegel, S. , Breitbart, W. and Payne, R. (2005). Desire for hastened death, cancer pain an d natural depression report of a longitudinal observational study. Journal of Pain and Symptom Management, 29,446-457.

Ryan Air Marketing Plan

- What do tidy sum deal of Ryan direct? Consumer Behavior - Date October 15th 2012 - shelve of contents initiation3 The look for programme4 Sample description4 manner for audienceing4 query structure4 Step 1 Collect pictures5 Step 2 Interview manner5 Step 3 model symbolize5 Step 4 Combined concept function5 Step 5 Consensus map5 Step 6 Communication idea6 The rational maps7 Dutch consensus mental map7 Romanian consensus mental map8 Combined consensus mental map9 Communication idea10Olympic Games 201210 TV Commercials10 Nadia Comaneci on Romanian Traditions11 Marian Dragulescu on Romanian Scenery11 Larisa Iordache on Dracula11 Camelia Potec on Romanian volume11 Flags and banners11 Printed advertizing12 Conclusion and discussion13 Conclusion13 Discussion13 Future research13 References14 Websites14 Articles14 Appendix15 Interviews by Cristina Bataga15 Interviews by Jessica van der Hoeven17 Interviews by Ella van Leeuwen22 Interviews by Mehdia Shireen Talib27 Introduction With this paper we volition offer insights in cross come on perceptions and attempt to create a perceptual map for a precise inciter.To choose a snitch for this denomination we had a assembly discussion approximately which rat we theme would be interesting to evaluate and analyse. subsequently considering several(prenominal) options, we pertinacious that we precious a daub which is relevant at the moment, since this would make it easier for our lead officipants to evaluate. after discussing multiple shits we decided to choose Ryanair. In this assignment instrumentalists evaluate Ryanair through questions and conceptual maps. We go forth commencement exercise conduct a simple hearing with the respondents and we leave alone let them draw a concept map afterwards.We testament beg off e very(prenominal)thing in more than than pointedness in the fol disordereding chapters, exclusively first we bequeath elaborate on the punctuate Ryanair. Ryanair is an air line business put in 1985 by the Ryan family and is currently active in 28 countries. Over the past hardly a(prenominal) historic period at that place has been a signifi jakest growth in the enactment of customers, from 4 million in 1998 and 24 million in 2004, to 75 million to date(Barret, 2004 and Ryanair. nl). Ryanair is well known for their first gear offers. The average impairment of a course with Ryanair was 38 euros in 2004. The Guardian even presented an article last year, which stated that the last-place ticket price of Ryanair this summer was only 12 euros.Ryanair has a team of over 8500 people, which is actu in solelyy unfeignedly low for the amount of passengers they transport every year. All these passengers be transported by one type of planing machine, the Boeing 737-800. Ryanair its outline is to offer the lowest price at all age on all routes and provide an flashy and convenient serve up (Ryanair. nl). To accomplish this strategy, they maintain a cer tain business model. This business model is prep ar up by 10 key points. The first point is operating from secondary airports. Secondary airports be (unknown) small airports which arrange for low airport fees.The second point is the lowest ticket price, which ca manipulations high intensity of passengers. The third point is standardized fleets of the Boeing 737-800, which gives them bargaining power with the suppliers. what is more, in that respect atomic number 18 no meals on board, goose egg is free, low commission for travel agents, Spartan headquarters and there is a single-class which all helps with saving cost. Lastly, there atomic number 18 no unions and there ar high powered incentives (Casadesus-Masanell and Ricart, 2010). Precisely this strategy in combination with the business model Ryanair drills, makes it interesting to analyse Ryanair. Does this strategy really work?Do customers really return Ryanair is the brassyest oxygenizeline? Do customers really th ink Ryanair provides a convenient service? These are all questions we punctuate to figure out in this assignment. At the end we will conclude if the strategy social functiond by Ryanair is the right one, or if Ryanair should change or restate its strategy. This report will consist of chapters explaining the research digit and the results we constitute. The first chapter will discuss the sample utilize for our research and the method for interviewing. It will explain round the various methods for interviewing and substantiate our decisions.The second chapter will discuss the fall guy consensus map. It will explain how we came to the consensus map and how the information provided by the interviews will be habitd as an input to make the speck consensus map. After creating the last(a) examination brand consensus map, we will deal out a closer look at the brand consensus map to summon up with solutions, improvements and or changes that Ryanair should take. This communicatio n idea will be discussed in the last-place chapter. 1. Research design Sample description When we were discussing the brand Ryanair, we came to the conclusion that the sers are predominantly young people with small bud subscribes. We essentialed to create the concept maps found on the thoughts of users, rather than on people who are little probable to use Ryanair. Because of this reason, we chose to use HBO and WO students for our sample, as we think they fit in this profile. They are relatively young and urinate no full time jobs, so they book budget restrictions. All four element of our group selected respondents from their own social environment. In total 15 respondents participated, all of them were Dutch. The range of the age of the respondents is amongst 18 and 26 geezerhood old.The experiment had a total of 7 male respondents and 8 female respondents. Method for interviewing To create brand concept maps we can use several techniques. One approach is the Zaltmans illustration Elicitation Technique (ZMET), which uses qualitative research techniques to identify key brand affiliations and then uses in-depth interviews with respondents to un check the associate between these brand associations (Zaltman and Coulter, 1995). This is a really thorough method due to its multiple uses of qualitative research techniques to tap both verbal and nonverbal aspects of consumer thinking.However, this method knows in any effect some barriers as it is difficult to deal and the march is labour intensive. Other drawbacks of the ZMET are its accessibility and ease of administration. Due to these demerits of the ZMET, we chose for a more loving and standardized method for producing brand maps. The Brand Concept procedures (BCM) approach. The Brand Concepts Maps (BCM) method is used to elicit peoples noesis nearly concepts and how they are connected with each other. This method is easy to implement, flexible and can be make in an unstructured procedure .The respondent has to draw their own map with only few instructions from the researcher (John et al. , 2006). We used the unstructured procedure of the BCM method, where the respondents strike to draw their own map to aim their associations with the brand and how they are tie in to each other. To identify key brand associations, we used the funnelling technique in the first interviews. This method consists of a series of questions that aim to get the respondents discussing a particular topic. The first questions in the interview are very broad and astir(predicate) the topic in general.After the general part, the questions become more concrete and specific. Allowing the respondents to be prompt and to give their opinion about very specific items within the topic. Research structure As mentioned above, we used the BCM method for creating individual(a) maps and eventually the nett brand consensus map. This method will deliver a consensus brand map, which identifies the intimat ely significant associations that consumers connect to the brand and how these associations are interconnected. We return chosen for this method because of the ease of use and the standardization of this method.Since the mapping format is very structured it does non take that much time of our respondents to fulfil this stage. Also the aggregation mould is more accessible. To obtain a consensus brand map we make use of decision rules, which is less time consuming and does not require specialised statistical training. In the following paragraphs we will explain the whole process in detail and explain more about the techniques we used. introduce 1 The elicitation stage In this first stage our oddment was to find significant associations with the brand Ryanair. accordingly, we created a survey and interviewed 15 HBO and WO students.The survey existed of 17 open stop questions. Our purpose was to make these questions as objective as possible, to ensure we did not bias our inter viewees. For event, we tried to cover both collateral and ostracize associations. The structure of the questions was very underlying, and easy to understand. We used the funnelling technique to structure our survey. With this technique the questions in the survey go from general to more specific, creating a metaphorical funnel. This survey gave us insight in the most salient associations with Ryanair (see appendix 1).After collecting the data from our survey, we created a list of the most mentioned associations. An association was added to the list when at least 50% of the participants mentioned it. This resulted in a list with 16 associations. The associations can be found in appendix 2. On this list is besides the association heady. Many of our respondents mentioned this tidings in the survey, that during the mapping stage we found that it was unclear for respondents in which con textual matter it should be dictated. on that pointfore we decided not to use this leger in our final consensus map. Figure 1 BCM employment Stage 2 The mapping stageIn the second stage we arrive asked the respondents to create individual brand maps for Ryanair. We used the same sample as in stage 1. We explained what a brand map is and showed them an example of a brand map for Volkswagen, which is shown in figure 1. We gave the respondents the list of associations with Ryanair that we defined in the elicitation stage and explained that they could use as many of the associations as they hopeed, and they could withal add any associations they thought were missing on the list. Furthermore, we explained the collar different levels of connections between the brand and the associations.We asked them to put the number 1,2 or 3 abutting to the line, indicating the speciality of the tie, 1 meaning a easy link and 3 a strong link. After this instruct procedure the respondents were given a blank piece of paper with the intelligence agency Ryanair in the middle. Participa nts could take as long as they motiveed to complete the brand map. Finally, they were debriefed and thanked for their participation. Stage 3 The aggregation stage. In the final stage we collected all the brand maps to aggregate them and create a consensus map. The individual brand maps are combined on the basis of the of rules to obtain a brand consensus map.These rules require no specialized knowledge of quantitative or qualitative research methods. Frequencies are used to construct a consensus map, display the most salient brand associations and their interconnections. We enhanced validity of the consensus map by creating inter-subjectivity. We let every team member make their own map based on their interviews. We then came together to compare and discuss the maps. After the discussion we created the final map based on the dress up of rules described by John et al (2006). How we created the consensus map is described in the next chapter, just as the details and description of t he consensus map. . Description of consensus map and picture To create the final consensus map of the Ryanair brand, we used the article about Brand Concept Maps by John et al (2006). Beforehand, we coded the information from each of the individual brand maps in terms of (1) the presence of the brand associations, (2) the might of the link between each association to the brand or to another association, (3) the level at which the association was placed in the map (directly united to Ryanair, or directly linked to another association) and (4) which brand associations were linked above and below each association on the map.There were 2 brand associations that respondents added themselves and were not on the list. None of these volumes were used in more than 7% of the cases, which led to our decision not to use them in the final consensus map. All the coded information was inserted in a table that can be found in appendix 3. base on this table we used a five step process to develop a consensus brand map of the individual brand concept maps. (John et al 2006) Step 1 In the first step we identified the sum total brand associations that we generate to place on the consensus map.To correct the core brand associations we used the frequency of mention and the number of interconnections. If associations were mentioned on at least 50% of the maps we included them on the consensus map as a core brand association. We also included associations if the number of interconnections was equal to or higher than that of other core brand associations. By applying these rules we found 12 core brand associations which are shown the table in appendix 3. Step 2 In step dickens we decided which of the associations should be linked directly to Ryanair.For this step we used the frequency of first order mentions, the ratio of first order mentions, and the type of interconnections. We selected the associations that were mentioned at least 50% of the multiplication as first-order ass ociations of the total times that they were mentioned. We only selected them if they had more super ordinate than subordinate connections. This resulted in 5 associations that had to be directly linked to Ryanair. Step 3 In the third step we placed the remaining core brand associations on the map. They need to be linked to at least one of the first-order brand associations.Important colligate between the 12 core brand associations also needed to be placed on the final consensus map. We made these golf links by first counting how frequently links between specific associations occurred across maps. Then we did a frequency count of how many different association links were noted on one map, devil maps, three maps, four maps etc. We used these frequencies to select which association links would be included in the consensus map. The inflection point occurred at four (see appendix 4). Therefore, we included all core association links found on at least four maps in the consensus brand map.Twelve links met the criteria, eleven of them were links between core brand associations. Step 4 In the fourth step we inserted links between core and non-core brand associations. As found in the previous step, there was only one link between a core and a non-core brand association that met the criteria. Step 5 In this final step we decided on the strength of the links between the associations and Ryanair. There are three levels of connections weak (1), medium(2), strong(3). For each link we computed the mean of the strength. We rounded the number up or passel to the next integer number.All the results of these steps led to the brand consensus map below, figure 2. Figure 2 Final Brand Concept Map Ryanair As we call for mentioned, the thicker the line, the stronger the association. The strength of associations was measured by the number of times an association was mentioned and what the strength of the associations was in the several brand maps made by our respondents. In the centre of the brand concept map you can see the brand Ryanair. The basal associations with Ryanair are sporty, curb service, holiday, disappear only in atomic number 63 and airline.Of these primary associations, cheap, moderate service and airline have the strongest association with Ryanair. Apart from these primary associations world directly linked to Ryanair, some of these primary associations are also directly linked to each other. There is a direct link between cheap and limited service, and there is a direct link between airline and go only in Europe. This means that people associate Ryanair being cheap with Ryanair offering limited service, and Ryanair being an airline with Ryanair only wing in Europe.When we look at the secondary associations that are directly linked to the primary associations, we can see that most associations are linked to cheap. The associations directly linked to cheap are less subject employees, price strategy, price sensitive customers, low drag, low lineament, and no food/drinks. From these associations, no food/drinks has the weakest association with Ryanair being cheap. However, no food/drinks is strongly associated with Ryanair providing limited service. Booth primary associations airline and only evanescent in Europe are strongly linked with secondary airports.Finally, there is a strong link between the primary association holiday and the non-core brand association sun/summer. This means that people strongly associate holidays with sun/summer. 3. Communication appraisal The conclusion we derive from the Ryanair consensus map is twofold. On one side there are very strong, compulsory associations with Ryanair. We classify Cheap, air hose and Holiday as positive because these match the strategy that Ryanair carries. Ryanair wants to be a cheap airline that is convenient and easy to use. This strategy has definitely reached our sample of the population.Besides that, we think that Holiday is a positive association . When consumers think of planning a holiday, there is a queen-size chance they will think of Ryanair, and book a flight with them. It is an important goal for brands to be in the consideration set of consumers(Avery et al, 2012). Based on our consensus map, we can state that Ryanair achieved this goal. On the other side, our respondents also have negative associations with Ryanair. They associate cheap with low woodland, low comfort and less certifiable employees. Strikingly, there are no positive associations with cheap.This is definitely a point of improvement for Ryanair. At this moment cheap is associated with negative aspects. Ryanair could turn up to change this in a positive carriage towards cheap by emphasizing the advantages of cheap. Also, there is a strong association between cheap and limited service. This can be seen as an negative aspect. However, we do not find this association emerging, it is well known that Ryanair indeed offers less service to its customers. It is part of its strategy to offer low prices to their customers. In the following paragraph we will elaborate on wherefore and how Ryanair can change its strategy in more detail.Why Change the Current Map As explained in the last paragraph there are several negative associations with Ryanair. We found out that not all these associations were based on experience though, since some of our participants never used Ryanair out front or they experienced low comfort on some flights, but not all. Another point is that they associated Ryanair with less qualified employees because Ryanair is a cheap airline, but they do not know the background of the employees and in some cases they never discover a difference between the employees of Ryanair and competitors.Like mentioned in a previous chapter, Ryanair its strategy is to offer the lowest price at all time on all routes and provide an inexpensive and convenient service. This means that they do not want to be associated with inconvenient service or uncomfortable consumers. They mention their service as inexpensive on the other hand, so they know that their service is not as right as most competitors. So, the main reason why Ryanair should want to change the final brand map create above is the particular that they do not want to be associated with low comfort and less qualified employees.And that the associations cheap is a positive associations, but it is linked only to negative associations. How Change the Current Map One of Ryanair its goals is to provide their customers with the cheapest flights. Since everybody associates Ryanair with cheap, they seem to have reached this goal. Since we do not want to change this association we have to come up with a plan to change their quality/comfort/employee image without Ryanair becoming more expensive. As mentioned before, our consensus map shows a negative status towards cheap, one of the main attributes of Ryanair. If we can change this ttitude, this will have a posi tive influence on the overall attitude towards Ryanair. For this purpose we decided to use the TORA model. The basic belief of this model is that behaviour(using Ryanair) is a function of a persons attitude, in this case attitude towards cheap. This multi attribute model for molding attitudes consists of 3 important steps. First we will explain these three steps, and how they apply to Ryanair. 1. ever-changing a specific component belief. In this step the believe about the specific component cheap is tried to be changed. In the case of Ryanair, this should be done for the component service.Ryanair is assumed to have low service and less qualified employees, because they are cheap. As these beliefs are very subjective or even false, Ryanair should use their campaign to change these beliefs about service and quality of employees. 2. Changing the importance a consumer assigns to an attribute. The most important attribute of Ryanair is that they offer cheap flights. If customers tent f lap cheap they will save money that they can spend on their destination. This is a very important feature of Ryanair, and they should estimate to get consumers to change the importance they weigh to this.When a low flight price becomes more important for consumers, they are more likely to choose Ryanair, as this airline is one of the cheapest in Europe. 3. Introducing a new-fashioned attitude in the consumers evaluation process. Like we mentioned before, the overall attitude towards cheap at this moment is predominantly negative. In the consensus map there was not one mainly positive association with cheap. Ryanair should change this attitude and emphasize the advantages of flying cheap in their campaign. For instance they could make the connection between cheap and smart.The attitude towards cheap should change to flying for cheap is smart because it saves you money. Based on these steps we have set up a campaign plan for Ryanair. We will discuss this campaign in detail in follow ing paragraphs. inauguration/ summer 2013 Campaign Ryanair Our campaign for Ryanair is mainly targeted at consumers who do not have Ryanair in their consideration set. This can either be because they dont know the brand or because they have a negative attitude towards it. Our idea for Ryanair is to launch a campaign in the outpouring/summer of 2013 where they try to change consumers perception and attitude towards Ryanair.We decided that the campaign should be launched in the spring/summer of 2013 because this is when most customers start planning their holiday. As we could see in the consensus map holidays are strongly associated with Ryanair, so we believe this is the perfect timing. Since TV Commercials are very expensive, which can increase the costs for Ryanair, and eventually ticket prices. We decided not to use TV commercial messages in our campaign. Instead, we think the campaign should consists of ads and commercials on the internet, where a big part of Ryanairs target a udience is active.When potential customers, people between 18-30, are planning their holiday they will first go online, as this is the main search tool for this generation. perceive an Ryanair advertisement can give them an incentive to book a flight with Ryanair. Advertisements The benefit of using online advertisements is the situation that multiple advertisements can be used in multiple locations. The most important thing about the advertisements is the fact that they have to have a strong message but still needs to be simple. They have to change consumer attitude towards low prices so this will lead to the desired behaviour ,booking a flight.The ads have to be used frequently and placed in the right spots. The advertisements have to be placed on websites which are frequently visited by our target audience. If they click on the ad it should sent them to the Ryanair website. We want to use three types of advertisements one advertisement with a so called emotional appeal, one wit h a two-sided approach and one with a comparative approach. Where each ad unendingly shows the Ryanair logo, and the ad is of all time in the colors yellow and blue. If we use pictures the borders are in yellow and blue, and the text is always in the same blue colour.The main goal of the ads is to try and remove the low comfort and less qualified employees associations out of the customers head and change this into an attitude positive towards cheap. We decided to use the word smart in all the ads, because of earlier mentioned reasons. Furthermore, a lot of our participants used the word smart to identify the customers or founders of Ryanair. The customers because they fly cheap and save money, the founders because they came up with this business idea. Since we heard it multiple times we thought it was a good idea to use this word in the ads.Emotional Appeal ad The advertisement shows a picture of a man standing in the planing machine waiting for the stewardess to put his hand bag gage in the locker above the seatings. The man is tall, wearing a nice classy button down shirt with normal jeans. This shows a man with style, but it does not show too much prolificacy which will clash with the cheap image of Ryanair. Both the stewardess and the man on the ad have a smile on their faces. The text provided underneath the picture says Be smart, save money, fly Ryan Air. This ad will serve two goals.First because of the smiling, prosperous and helpful stewardess it will take remote the negative association people have of less service and less qualified employees of Ryanair. Second, by showing a man where our target audience can relate to and describing him as smart, we make the association of customers of Ryanair are smart. Also it shows that the average customer is very mainstream, so it could be anyone. Two-Sided advertisement The two-sided advertisement should show a negative association of Ryanair, but not the biggest and counter argue with it.What we mean by t his is the fact that for instance secondary airports are sometimes associated negative since they are small and not always close to the city, but it can also be an advantage. Flying on secondary airports means less waiting time for your luggage, less walking time to board, less searching what gate you have to get to and for instance cheaper parking lots. The advertisement shows a small airport on the background. On the foreground it shows the text Yes, we dont fly on main airports, can you come up with the benefits of this? We can * little waiting time * Cheaper parking lots No big crowds Be smart, save time, fly Ryan Air. This ad will serve the goal of showing benefits of flying on secondary airports. Showing customers that it is not only cheaper, but it also saves time and it is customer friendly (less waiting time and no big crowds). Again we try to put a positive attitude toward the association cheap and we use the word smart over again. Comparative advertisement The comparat ive advertisement shows a picture of two airplanes flying in the air next to each other. It shows a clear sky with an orange sun on the background, as a nice summer evening.Both airplanes are Boeing 737-800s. One airplane is a Ryanair airplane and the other is an airplane of one of the competitors, for instance one of KLM Royal Airlines. Underneath the picture it says Can you see the difference? Your pocketbook can Be smart, Save money, fly Ryan Air The goal of this ad is the fact that less quality is associated with cheap. This ad shows that Ryanair uses the same airplanes as some of their competitors. We try to show that Ryanair should not be associated with less quality. We also use the word smart again and we associate Ryanair again with the positive association cheap.Internet Commercials Like we mentioned before we do not want to show any TV commercial during this summer campaign since that will costs too much. Instead, we want think it will be good to have a goldbrick comme rcial for on the internet. This will be used on the Ryan Air website, so the use of the commercial will almost be free of costs. When you enter the website this commercial will pop up and play. There should be an option to close the ad if , to make sure the customers do not have to come it every time they enter the website. This can cause irritation and we do not want to affront potential customers.We want the commercial to be in the same setting as the banner ads. If the commercials and advertisements are consistent this will reinforce the effect they have. Most important for this commercial is to, again, emphasize the positive consequences of flying cheap and linking this with being smart. For our internet commercial we will use the same man that we used in our online banner. This is an ordinary person, where most of Ryanair its audience can relate himself to. Because we want to reinforce the link between Ryanair and the association holiday, the man will be with his family.They check out a luxurious hotel where the employees are very friendly and helpful. The family gets into a car and drive to the airport. There they board on a Ryanair plane. When they board on the plane, the stewards are also very warm and welcoming and helping the family with storing their luggage. The camera zooms out and the final shot is the airplane taking off. On the screen the following text appears Be smart, save money, fly Ryanair. With this commercial we want to make the link between the service in a luxurious hotel and the service in the Ryanair plane.We want to point out that there are similarities between the two, in both cases the employees are warm, friendly and helpful. Furthermore we want to show that by saving money on the flight the family could afford to stay in a luxurious hotel, in other words they were smart because they saved money on their flight in order to stay in a luxurious hotel during their stay. Conclusions To sum up the process to the final brand concept map. We conducted interviews based on the funnelling technique. After this we used the BCM method to come up with our final brand concept map.We found out that there were several positive and several negative associations with Ryanair. specially the fact that the positive association cheap was linked with only negative associations got our attention. We decided that this part of the brand concept map was the part we wanted to change by a communication idea. We came up with an Spring/Summer 2013 Campaign for Ryanair. This campaign would consist of several advertisements and a single commercial we wanted to use on the website. The main theme of our advertisements is to emphasize the positive elements of cheap and to use the word smart in every ad.Linking back to the TORA model we described before, in all the advertisements the steps of this model are taken into account. Step 1 of the TORA model is mainly processed in the emotional appeal ad we described. With this ad we try to chan ge consumers beliefs about the service of Ryanair and the quality of their employees. In the ad we make the association of customers of Ryanair being smart, which represents step 3, making a new connection between the attribute cheap and the (new) attribute smart. These arguments apply also for the advertisement about the benefits of secondary airports.The comparative commercial with another airline is more about changing the importance a consumer assigns to an attribute, like step 2 of the TORA model. When seeing two airplanes next to each other of different airlines, where one airline is much cheaper, the most important feature of Ryanair, flying cheap, is made clear. With this commercial we can try to get consumers to change the importance they weight to the attribute cheap. Finally we showed the purpose of the website commercial, where the purpose is to emphasize the positive consequences of flying cheap and linking this with being smart.Future research For future day research we suggest to have a more varying sample and more participants. We focused on students, which can cause to give an image of Ryanair which is not really representative. Furthermore we would suggest to use the ZMET method instead of the BCM method because the first interview conducted in the ZMET method is much more in-depth than the one we used in the BCM method. We think that the associations with the brand would be different and more representative using the ZMET method. Appendices Appendix 1 Survey QuestionsName Age Gender 1. The first thing that comes to mind when I think of Ryanair is 2. I fly with Ryanair because 3. Ryanair is 4. Ryanair makes me feel 5. I wont fly with Ryanair because 6. When I see a commercial of Ryanair I think.. 7. Ryanair looks 8. I believe that other people think of Ryanair as 9. Ryanair is .. compared to their competitors 10. I would choose competitors over Ryanair because 11. I would choose to fly with Ryanair if I fly with(friends/ family etc) 12. I b elieve Ryanair thinks of their customers as 13.The founders of Ryanair are 14. I believe the strategy of Ryanair is 15. People who use Ryanair are 16. People who work for Ryanair are 17. The customers of Ryanair are.. Appendix 2 key out with core associations 1. Holiday 2. Airline 3. Cheap 4. Less qualified employees 5. No Food / Drinks 6. Limited swear out 7. Only in Europe 8. Yellow/Blue 9. Sun/Summer 10. Friends 11. low gear quality 12. monetary value sensitive customers 13. Price strategy 14. Low comfort 15. Secondary airports 16. Smart Appendix 3 contention with core associations Core Associations First-Order AssociationsBrand Associations Frequency of Mention Number of Inter connections Frequency of First-Order Mention proportion of First-Order Mention (%) Subordinate Connection Super-ordinate Connections Cheap 15 46 13 86,7 2 44 Airline 13 16 13 100 16 Secondary Airports 12 13 5 41,7 9 4 Only in Europe 12 12 7 58,3 5 7 No Food/Drinks 12 12 3 25 11 1 Less qualified Emplo yees 11 13 2 18,2 10 3 Holiday 11 15 10 90,9 1 14 Price Strategy 11 9 7 63,6 5 4 Price Sensitive Customers 11 13 3 27,3 9 4Low Comfort 10 15 1 10 9 6 Limited Service 8 16 4 50 4 12 Low Quality 8 16 3 37,5 5 11 Fly with Friends 7 8 3 42,9 5 3 Sun/Summer 7 9 1 14,3 6 3 Yellow/Blue 6 2 5 83,3 2 City Trip 2 2 2 100 2 Airplanes 1 1 1 100 1 Business People 1 1 100 Bad Customer Service 1 1 100 Low Budget 1 1 0 1 Nighttime bookings 1 1 0 1 Eindhoven 1 1 100 Limited destinations 1 1 1 100 1 Customers 1 1 1 100 1 Easy to book tickets 1 1 0 1 Appendix 4 Maps and the number of interconnections Number of maps Number of interconnections 1 23 2 13 3 10 4 7 5 4 (inflection point) 6 6 Appendix 5 Summaries of individual interviews Interviews by Marc Buurman For this assignment I interviewed three Dutch Students * Melvin Loggies, 21 geezerhood old, male * Jesse Driel, 22 old age old, male * Eline Buurman, 19 years old, female I contacted the respondents by phone and asked t hem if they wanted to participate in our research. They all agreed, so I made an appointment with them for the first interview.In the first interview I asked the respondents several questions about Ryanair(see appendix 2). I explained them that they should simply say what came to their mind and that if they had any questions they were free to ask them. After conducting the interviews, that led to very interesting associations, I thanked the respondents and made the appointment for the second interview. In the second interview I showed the respondents a list of 16 associations (which resulted from the first interviews) and asked them if they could draw a mental map for me.As an example I gave them a mental map of Volkswagen. I also told the respondents that they were not forced to use all the associations, and if they thought of any associations that were missing, they were free to add them to their mental map. During the creation of the map I told them that they could also canvass their answers of the first interview, however, no one decided to review their first interview. When they finished drawing their mental map, I thanked them for their effort and wished them a pleasant day. The associations that the respondents gave were quite similar.The main associations that the respondents came up with were cheap, holiday, and Ryanair only flies in Europe. These were quite positive associations. However, the respondents also came up with negative associations like low comfort, limited service and less qualified employees. According to the respondents, the explanation for this is that because Ryanair is one of the cheapest airlines(which they saw as a positive thing), they cant provide the best service and dont have the best employees. The respondents also gave some different associations.For instance, one respondent answered that the first thing that came to his mind when he thought of Ryanair was city trips. This was because he was planning to go on a city trip t hrough Europe and would use Ryanair to fly from city to city. When I asked him why he would use Ryanair to fly from city to city, he simply answered Because they are the cheapest. Interviews by Jesper Vieveen For this research I interviewed four people * Robin Meeng, 22 years old, male * Nick Theisen, 21 years old, male * Sharen Vieveen, 18 years old, female * Kevin Smith, 25 years old, maleI contacted all of them by phone to ask if they wanted to participate in a research I had to conduct for my study Marketing Management, and for the course Consumer Behaviour. I told them I had to interview them twice about the brand Ryanair, they all agreed immediately. During the first interview I asked them questions, you can find these questions in appendix 2. I told them they had to try to come up with as many things as they could think of each question. I asked them if they had travelled with Ryanair before and I asked them to explain words if I did not understood the meaning of them in car nal knowledge with the question.At the end I thanked them for their participations and I planned a second meeting with them. I did not posit them yet what the second interview was going to be about, the only thing I told them was the fact that it was about Ryanair again, and that it was going to be based on the first interview. During the second interview I showed them their answers of the first interview, I provided them with the list of the 16 associations that came out the first part of the BCM method. I gave them a piece of paper with the word Ryanair in the middle. I told them they had to create a brand concept map with those 16 associations.I told them they did not have to use all of them, and that they had the possibility to ad associations if the wanted. I also gave them their first interview so they could use it if they wanted. Before they started to draw the map I showed them an example of a brand concept map. After they were done with their map I asked them if they were sure this was their final map, the map they wanted to give to me. After this I thanked them for their participation. During the first interview a lot of the answers to the questions involved the word cheap.The main reason why they would fly Ryanair was because of the fact that it is a cheap airline, it saves money during their holiday. Two respondents tried to be very creative coming up with words associated with Ryanair, they mentioned the business strategies, the names of the founders, the colours of the airline and stuff like this. But most of the time all their answers involved the word cheap again. What got my attention was the fact that most of my respondents liked to fly with Ryanair but if the longer they thought about questions the more they came up with negative associations.Mostly not out of own experiences, but out of other people their experiences or out of stereotypes. All of my respondents also associated Ryanair with limited service. Three out of the four told me tha t they did not mind this though, they told me that flying those short distances were not about the service. Interviews by Chantal Verbeek For creating the brand maps I have interviewed four students, two female and two male. They are all four WO students and have a Dutch nationality First I have interviewed the participants by using the survey in the appendix. The purpose of this interview was to identify the core associations with Ryanair.First I told the participants what the purpose of the study was. I told them that me and my group were doing research about the associations students have with Ryanair. Then I told them that the end goal of the research was to create a consensus map. I explained to them the steps we needed to take in order to create the consensus map and what a consensus map is. The interview was relatively basic and no remarkable issues emerged. It was striking that the first association the participants had was cheap. One respondent used the word low budget inst ead of cheap.Most respondents asked for an explanation for the question I use Ryanair when I fly with. As I did not want to guide them to much I told them this question was about the type of travel partner. I did not use examples such as parents and friends. In the answers to almost every survey question the word cheap was used. Other words that were commonly mentioned were holiday, friends, and low comfort. All four participants had experience with flying with Ryanair. They based the answers of their questions on experience. What came forward is that they all used Ryanair because it was much cheaper than the competitors.The respondents thought of Transavia as the main competitor, because this airline is also low budget. Only one respondent thought of Wizz Air as the main competitor. After the interview our group had a meeting to discuss the interviews and decide on which words to use for the brand maps. When this was decided I used the same four respondents to create an individual brand map. First I explained to them again what a brand map is and where we would use it for. After that I showed them the brand map of Volkswagen. I explained that there were three levels of association links weak, medium and strong.I told them how to indicate the strength and referred to the Volkswagen example. If the respondents still had questions, I answered them. After that the respondents started with their brand maps. None of the respondents took longer than 5 minutes to finish. Some had very complex maps, with many interconnections. One participant only linked to Ryanair and did not use connections between the associations. No one had any difficulties with creating the map and the process went very smooth. When the respondents were finished I debriefed them and answered questions if they had any.Some of the respondents were interested in brand maps of other participants. If this was the case I showed them the brand maps of the others. Interviews by Eva Verhulst References h ttp//www. guardian. co. uk/business/2011/may/23/Ryanair-profits-rise-passenger-numbers http//www. airlinequality. com/Forum/ryan. htm Avery, J. , Kozinets, R. , Mittal, B. , Raghubir, P. and Woodside, A. (2012), Consumer Behaviour Human Pursuit of Happiness in the World of Goods, Open Mentis. John, Deborah R. et al (2006), Brand Concept Maps A Methodology for Indentifying Brand Association Networks daybook of Marketing Research,43(November), 549-563