The Effects of Climate Change on Ancient Civilizations Essay

Climate Change on Ancient Civilizations Previous climate change predictions have provided scientists, archaeologist and ecologists with information about the past and future of humans. These indications are backed up by scientific research based off of the physics of the Earth’s atmosphere, ocean, land and ice. In addition, many researchers have recently turned their focus to past civilizations and their downfall. With information from Mark Kinver’s â€Å"Roman Rise and Fall ‘Recorded in Trees’† studies show that from the demise of the Argaric society to the fall of the Mayan, and Ancient Roman Empire, climate change has played a key role in regards to civilizations collapse and nuclear annihilation. Mark Kinver According to Kivner, â€Å"warm,†¦show more content†¦Characterized by their early adoption of bronze, the Argaric culture quickly gained dominance over other societies. However, El Argar reached its peaked after a severe drought. According to data from ‘Eco-ruin ‘felled early society’, the early civilization was drained of its natural resources causing their own downfall. These findings were based off of pollen preserved in compost deposits located in the mountains of eastern Andalucà ­a, Spain. In addition, researchers drilled a sediment core from the Canada del Gitano basin in the Andalucà ­a Sierra de Baza region. With information from the abundance of pollen types and from the sediment core, scientists were able to create the same vegetation that covered the area in past times. With their given findings, researchers were able to gather a pollen sequence that was able to tell them how human settlement and climate affected the ecosystems. Keeping thi s in mind, archaeologists are convinced that shortly before the collapse of the Argaric culture, something happened to the ecological structure of the area. Before the Argaric civilization, Sierra de Baza was densely covered with a diverse forest. However, just after the civilization arises, considerable amounts of charcoal appear in the pollen sequence. According to recent research, the Argaric culture were setting fires to clear the forest for their mining and grazing activities. In light of this, about 400 years after they emerged,Show MoreRelatedThe Harappan Civilization And The Civilization1365 Words   |  6 PagesThe Harappan Civilization, or Indus Valley Civilization, was one of the most prosperous ancient civilizations in its heyday. Major urban areas exhibited advanced infrastructure, including organized streets and paths, a sophisticated sewage system, and an operating method for drainage. However, a few thousand years after it was at its peak, the civilization began to decline, and eventually it collapsed. Today, the ruins of the ancient civilization remain, and much about the civilization’s cities andRead MoreThe Study of Archaeology Essay examples1056 Words   |  5 Pagesextension of history.† The study of ancient civilizations and archaeology is rather ambiguous due to the primitive nature of the time period. With little imagery and even less textual evidence, professionals in the field must work diligently when studying their subjects. Naturally, archaeologists cannot see or communicate with those whom they are studying, so they must be extraordinarily meticulous when analyzing past cultures. This relates to all aspects of the ancient world including; foods, raw materialsRead MoreMaya Civilization Collapse1311 Words   |  6 PagesMaya civilization. The Maya civilization is, â€Å"probably the best known of all early American civilizations.† (Fagan, 1995) It was at its strongest point between AD 300 AND 900. Around AD 90 0 was the time of its collapse. This civilization was developed in a densely, tropical forest on either highlands or lowlands. Today to visit a Mayan site, people would go to the modern Mexican state, capital city of Merida. This site was once home to the â€Å"New Worlds most advanced Native American civilization beforeRead MoreCompare Contrast Essay1519 Words   |  7 PagesAncient Egypt and Ancient Mesopotamia: A Compare and Contrast Essay Com/170 Ancient Egypt and Ancient Mesopotamia: A Compare and Contrast Essay Ancient Egypt, known as â€Å"The Gift of the Nile,† and ancient Mesopotamia, known as the land â€Å"Between the Rivers,† were the first two civilizations developed by mankind. Not only this is a double-negative that you do not need.] These were they the first civilizations to form, andbut they were also the first river-valley civilizations using theRead MoreThe Incas And The Inca Empire1435 Words   |  6 PagesThere were several ancient civilizations that built their cultures around their geography. The Incas were among one of those ancient civilizations. They had amazing ingenuity to make use of their environment. The Incas built agriculture terraces and they had a complex irrigation system. And some crops that we use today. The physical environment of the Incas affected and shaped their civilization. The Incan Indians started as a small tribe in South America in pre- Columbian times. According to LinRead MoreAncient Civilizations And The Modern World1379 Words   |  6 PagesAncient civilizations have had profound effects of what we know as the modern world today. The primary purpose for anything that lives is to survive. Throughout history animals, plants and humans have adapted to their surroundings. All living things have changed throughout time. The thing that differs humans from the rest is, humans are more cognitively advanced. Over the course of time the shape and size of the human skull have changed. The size of the human brain has increased, which has allowedRead MoreThe Great Warming By Brian Fagan1073 Words   |  5 Pagesonly does the book give a new dimension to world history by looking at climate history, but it also provides the reader with an ominous warning of the impact that climate change may have on the human race in the future. Fagan references many civiliz ations in the book that were affected by the rise in surface temperatures. He goes in depth with them individually to show just how worldwide this climate change was, how each civilization adapted or failed to adapt, and who the winners and losers were duringRead More Ancient Solar Architecture Essay1723 Words   |  7 PagesAncient Solar Architecture Passive solar design and architecture may seem like a distant dream in our fast paced modern world, but in reality it’s more of a modern revival of a style of energy efficient building that has been around for millennia. What once seemed to be common sense ideas for designing a house that could both keep you cool in the summer and warm in the winter has somehow been forgotten since we started to overuse the planet’s resources on our own comforts. When heating a houseRead MoreIssues of Global Warming and Industrial Pollution1559 Words   |  7 Pagesaccounts for around 2% of all heart and lung diseases, about 5% of all lung cancers, and about 1% of all chest infections. Apart from health hazards, water pollution due to discharge of contaminated water and Global Warming are some of the harmful effects of industrial pollution. Industry accounts for more than half the volume of all water pollution and for the most deadly pollutants. Human rights cannot be secured in a degraded or polluted environment. The fundamental right to life is threatenedRead MoreImpact Of Sustainability On The Environment1715 Words   |  7 Pages‘Sustainability’ will be much clearer and easier if the word ‘Unsustainable’ is understood and both words are compared against each other. The Earth is approximately 4.5 billion years old and ever since, it is evolving and changing its properties. Some of the changes observed by scientists are cyclic (Ice age, Mass Extinction, etc.) and some unpredictable (Extinction of dinosaurs by asteroid, mutations, etc.). Throughout the evolution of earth from a heavenly mass of fire to today’s form, innumerable kinds of

Concealed and Confessed Guilt in The Scarlet Letter and...

Two classical themes in literature are concealed guilt and confessed guilt and in many instances the reader sees the affects of these on individuals. In the examination and exploration of The Scarlet Letter and Macbeth the necessary comparison for both is provided. The guilt in The Scarlet Letter is seen in the minds and outward appearance of each main character, Hester Prynne and Arthur Dimmesdale. In Macbeth the readers sees an obvious guilt in the main character, Macbeth. When one does wrong, the common reaction is to hide it and pretend as if nothing happened. Because of the human conscience it is difficult to completely forget about a wrongdoing. Through our conscience guilt is built up and eventually that guilt shatters enough†¦show more content†¦Dimmesdale has a largely different approach to dealing with his sin. Arthur Dimmesdale handles his terrible guilt by concealing it to himself. To overcome it he would whip himself, and take long walks into the forest. Dimmesdale’s act of concealing his guilt shows that he is not brave enough to tell all and there for he must live fearfully and cowardly. This guilt he has chose to endure is much worse than any shame he would have felt had he just confessed his sin of adultery with Hester. Since he was a moral leader in his town he felt an obligation to keep it a secret but like in many cases where guilt is concealed, the sinner eventually reasons enough to confess. Dimmesdale does the same and confesses his sin to the townspeople. â€Å"He longed to speak out from his own pulpit, at the full height of his voice, and tell his people who he was.† Macbeth’s guilt is similar to the guilt Dimmesdale feels, but not replicated. They both begin to go mad when the sin begins to tear the mind apart. Macbeth begins hearing things as soon as the murder is completed. Macbeth is clearly influenced by Lady Macbeth who helps bring on much of his guilt. Lady Macbeth helps him to side with her in the killing of Duncan, which makes it easier for Macbeth to kill the king, despite his reservations, Macbeth sees Banquos ghost at the banquet table and he has an episode of

Battle of the Bulge Essay - 1434 Words

British Prime Minister Sir Winston Churchill declared the Allied Victory at the Ardennes campaign, of which he dubbed the Battle of the Bulge, â€Å"undoubtedly the greatest American battle of the war and will, I believe, be regarded as an ever famous American Victory†. Arguably so, as great a victory as it was for the Americans, it would go on to become an even greater victory for the Allies against Nazi Germany and Adolf Hitler. The summer of 1944 had been a catastrophic one for Hitler and Germany. Loses at Normandy had greatly depleted equipment, manpower, and had lost ground to the invading Allied Forces (Keegan, 440). On September 16, Hitler made a â€Å"momentous decision† to make a counteroffensive out of the Ardennes to capture the Belgian†¦show more content†¦They formed a perimeter around Bastogne and held it out against the Germans. Unable to penetrate in, the Germans surrounded the city and cut off all roads leading in, creating the â€Å"Bulge†. The 101st was without a supply line and were surrounded by German Artillery, but they still kept the German infantry from gaining access to Bastogne, creating an effective road block (Keegan, 445). The Sixth Panzer Army in the North had managed to gain ground, as well as the First Panzer Division and Fifth Panzer Army in the south. The Germans would overrun the American Outposts, but found that as they got closer, the fighting got tougher and tougher. This caused delays, and their tanks would begin to run low on fuel (Oxford, par 27). German commanders had hoped to capture US Fuel Sites in Stavelot to replenish their vehicles onward to Antwerp. The soldiers of the 101st were engaged in fights throughout the hills, villages, and woods of Bastogne. The cold winter began to take its toll, and the unprepared soldiers, with no weather clothing or footwear, stuffed newspapers into their overcoats to keep warm (Oxford, par 28). Colds, frostbite, trench foot, and pneumonia started to inflict themselves on the men, where for day’s intense combat centered in Bastogne. Still, alongShow MoreRelatedThe Battle of the Bulge757 Words   |  3 Pages to eliminate the bulge in the American line. This success was largely due to General Patton’s third army, that attacked from the North and the South. On January 8, 1945, the German forces began to pull out of the Bulge. As the Americans advanced, they continued to erase all German gains. By the end of January, 1945, all territory that was captured by the Germans was back under Allied control (â€Å"Battle of the Bulge†). The Battle of the bulge was one of the most difficul t battles of the war for theRead MoreThe Battle Of The Bulge1089 Words   |  5 PagesBattle of the Bulge The United States remains a country with a rich history in several issues including strong military activities including their incursion in Iraq, Afghanistan and other volatile countries around the world. However, the devastations of the Battle of the Bulge make it as one of the deadliest and bloodiest wars that the U.S has ever witnessed in history. It led to various war tactics with artillery emerging from it and other military operation challenges. Despite its unpredictableRead MoreThe Battle Of The Bulge1098 Words   |  5 PagesThe Battle of the Bulge was one of the Bloodiest battles of World War II with around 175,000 total casualties and played a key role in ending the War. The Battle started as a German surprise attack on Allied Forces along an 80-mile front in the Ardennes Forest of southern Belgium. The Germans initially had a great deal of success in their attack but through a series of Allied counter attacks the Allied Forces were able to cripple the German Forces. The Field Artillery played a crucial role inRead MoreThe Battle Of The Bulge2131 Words   |  9 PagesThe Battle of the Bulge was the largest battle on the Western Front of World War Two. At the largest point of the battle it involved over 1.1 million men. The battle was started when the Germans launched Operation Watch on the Rhine. The main objective of this operation was to capture the American held harbor of Antwerp which is Belgium. Ever since the invasion of Normandy the allies had had problems bringing supplies up to the front. Every time the Germans left a city with a harbor in it they sabotagedRead MoreThe Battle Of The Bulge1712 Words   |  7 Pages Battle of the Bulge Christopher Adams NCOA SLC 15-005 Battle of the Bulge Introduction The Battle of the Bulge, a massive German counteroffensive which began in December 1944, ultimately produced the largest casualty rate in any one battle throughout World War II. The Allied Forces alone lost almost 80,000 at the Battle of the Bulge. This casualty rate could have been much higher if Hitler would’ve grasped the importance and value of supply and logisticalRead MoreThe Battle Of The Bulge1077 Words   |  5 PagesBattle of the Bulge The Battle of the Bulge is remembered as Adolf Hitler’s final effort to escape total defeat during World War II (WWII). His initial efforts were successful, however the Allied force commanders proved superior through there demonstrated adaptive and decisive decision making. These actions helped to overcome the military force and military intelligence failures during the battle. If these failures had been avoided, the Germans would have been defeated much quickerRead MoreBattle of the Bulge1611 Words   |  7 PagesThe battle of the bulge The battle of the bulge was Hitlers last chance to win the war or at least make the allies go for a treaty. He did this because his forces were being pushed back into Germany and soon they would run out of supplies and other resources for war. Hitler thought of this bold plain when he recalled how a German hero Frederick the great was facing defeat, Frederick went on a offensive attack at his foe who had superior numbers but the bold moved worked and Hitler thought heRead MoreThe Battle Of The Bulge1630 Words   |  7 PagesImagine hundreds of thousands of soldiers fighting in blizzard conditions, both sides fighting for their country, The Battle of the Bulge was one of the largest battles of the war and proved to be one of the most important. Some people ask how the Allied forces were able to stop the seemingly unbeatable Nazi war machine, this battle would be the last major offensive by the Third Reich in attempt to change the tides of the Second World War. The Allied forces were about to be a part of the true terrorsRead MoreThe Battle Of The Bulge1647 Words   |  7 PagesThe Battle of the Bulge stands as the largest battle fought between the Allied and Axis forces on the Western Front during World War II. This battle was a German offensive intended to drive a wedge between the American and British armies in France and the Low Countries and capture the port of Antwerp in the Netherlands to deny the Allies use of the port facilities. The battle also known as the Ardennes Offensive, took place in the Ardennes Forest of Luxembourg and Belgium. The battle waged duringRead MoreThe Battle Of The Bulge1388 Words   |  6 PagesWhen Eisenhower summons 10th Armored Division to Bastogne, Patton exercises disciplined initiative in setting the stage for victory at the Battle of the Bulge. Before Patton is summoned to Verdun, he set the conditions for his forces to break away from the battle in the Saar River Valley and move toward Bastogne. Patton initially protests the order to send the 10th Armored Division to Bastogne. Losing an entire division would weaken his effort to Invade Germany in the Saar. However, Patton finally

Comparing 3 Short Films - 1533 Words

Explore how Stalker-Lewis Farinella(2008), Lovefield-Matthieu Ratthe(2008) and Vanished-NewDawnFilm(2010) conform and deviate from horror genre conventions. The aim of this research investigation into genre is to gain an understanding in the way that horror films are constructed and created to effectively represent the genre to its audience. This will expand my understanding of how technical, audio codes, setting and characterization are frequently used in constructing a piece of media text to either reinforce or deviate from stereotypes and audiences expectations. Bateman states that Audiences are said to like the concept of genre (although we may not identify it by that name) because of its reassuring and familiar promise of†¦show more content†¦This technical code positions the audience to feel suspense created by the situation the characters are in. The narrative structure of a horror films generically follow a linear sequence, showing events within a chronological order enabling the audience to understand the cause and effect of events easily. The idea of narrative is represented in Rayners quote, Narrative ends to be associated with the way a fictional story is told in terms of how events unfold and are revealed to the audience. (Rayner, Wall and Kruger, 2004, pg28) Conforming to this quote is Lovefield the audience can establish the beginning, middle and end events. Propps theory of character functions are used so that the audience can relate to a stereotype as it allows them to identify with the roles of characters and whether they should be emotive towards them. This theory can be easily applied to my other piece of media text, Stalker. On identifying a person as having the identifying media characteristics... we then attribute the stereotypical characteristics to them (P.R. Hinton, 2000, pg7/8) this is highlighted vi sually through props (use of mask) the character is depicted to be the classical villain; he is very masculine and dismissive of the human race. The mask conceals the identity of the person beneath creating an enigma code, however due to previous villains being associated with masks, the audience become fixatedShow MoreRelatedComparing the Shower Scene from Psycho with the Boat Scene from Jaws918 Words   |  4 PagesComparing the Shower Scene from Psycho with the Boat Scene from Jaws I have chosen the second question compare the famous shower scene from Psycho with the boat scene from Jaws. How do the directors build up tension here? I am going to compare various things such as camera angles/shots, music, lightning, long and short edits, dramatic irony and sound. Jaws is a film about 3 brave men set out to kill a man eating shark who seems to be unconquerable as it has killedRead MoreThe Music Of Music Videos1557 Words   |  7 Pagestechnologies, social media and politics. Thus, artists throughout time have taken advantage of music videos in order to use it as a site for debates about politics of representation. Nowadays the majority of music videos are transforming and turning into short films and art in order for the artists to express themselves through this function. A music video that illustrates these media contexts is Justin Timberlake’s song â€Å"What Goes Around†. This essay will firstly describe this music video and how it has broadenedRead MoreCommunication : The 3 Idiots1577 Words   |  7 Pages â€Å"The 3-Idiots.† Brianna Medley CRN: 55723â€Æ' Communication in â€Å"The 3-Idiots.† Communication is the conveyance of messages from one party to another. However, for communication to be effective, it must reach its intended target and achieve the desired results. Therefore, communication is a fundamental factor in the film shooting and development that ensures that the audience receives the intended communication and reacts to the message as expected. According to Taylor Joseph (2009), communicationRead MoreHorror and Figurative Language in The Tell Tale Heart1288 Words   |  6 PagesHorror and Figurative Language in The Tale-Tell Heart Dreadfully chilling, The Tell-Tale Heart by Edgar Allan Poe is a horrific short story that introduces the reader to an utterly mad narrator who is driven to commit vile and heinous acts because of his unnatural obsession with his roommates, an old man, cataract eye. The narrators madness is revealed instantly, only to be substantiated when he devises a sinister plan to rid himself of the vulture eye forever. After seven nights of watchingRead MoreClimate Change Is A Hot862 Words   |  4 PagesAssignment 3: Climate Change Global climate change is a hot (pun intended) topic in today’s modern, industrialized world. This topic however is crowded with lots of baseless opinions and politicized debates. Even when observing the â€Å"facts† we see that this coin is most definitely two-sided, the information can be and is interpreted in a number of ways depending on which side of the issue you stand. Within this paper I am going to examine both sides of argument with sources from two films, â€Å"Are WeRead MoreLetter from and Unknown Woman Essay1287 Words   |  6 PagesLetter from an Unknown Woman (Max Ophà ¼ls; 1948 United States) is a melodrama film that revolves around a woman’s love for a man who does not acknowledge her existence. Like the other films Max Ophà ¼ls directed in America, Letter from an Unknown Woman focuses on â€Å"impossible love† (Danks, n.d. p. 98). 1. The Shot The particular shot chosen from the film to analyse is the shot after Lisa Berndle (Joan Fontaine) rejected Lieutenant Leopold von Kaltnegger’s (John Good) proposal, and they walk towards FrauRead MoreThe Illusion Of Popular Culture983 Words   |  4 Pageshas actually created confusion in the eyes of the masses. I will start by comparing the â€Å"Turkish Dance, Ella Lola† which is a short film of a woman dancing made in 1898 with 1850s megastars Madame Clofullia and Jenny â€Å"Swedish Nightingale† Lind, then I will compare the film to the â€Å"New Women† of Barnum and Bailey as well as early 20th century women. In order to fully understand my argument it is necessary to analyze the film by itself. The â€Å"Turkish dance, Ella Lola† is a video of a young woman dancingRead MoreThe Book Smarter s Is Pointed Out By Robert Stam1493 Words   |  6 PagesÊ ½The book was betterÊ ¼ is pointed out by Robert Stam as one of the most common made statements comparing a novel and itÊ ¼s cinematic adaptation. Therefore, a clear focus on the loss rather than a gain can be detected.1 The notion of fidelity between a novel and the adaptation seems to generally have a high importance to the masses; one can be disappointed if the adaptation does not meet personal expectations such as narrative, thematic and aesthetic features.2 Fidelity between a literary and a cinematicRead MoreBigfoot : An Urban Myth Or The Missing Legend Of The Human Revolution?1317 Words   |  6 Pagesa legend. With the advancement in technology in the 21st century, scientists are able to find new concrete evidence, indica ting that Bigfoot is authentic. Based on compelling details by expert Bill Munns during film analysis that captures a depiction of a Sasquatch in the first popular film taken by Roger Patterson and Robert â€Å"Bill† Gimlin in 1967 at Bluff Creek, California which exhibits an unidentified ape-like species that is not just a man in an ape costume. Not convinced? Consider the conclusiveRead MoreComparison of X-Ray and Ultrasound1217 Words   |  5 Pagesfrequencies. The below table examines some of the differences between x-rays and ultrasound by comparing their wave properties. | X-Rays | Ultrasound | Type of waves | electromagnetic waves | Longitudinal mechanical waves | Electromagnetic Spectrum | Part of the EM spectrum | Not part of the EM spectrum | Wavelength (m) | 10 -13 – 10 -8 | Varies but all are short wavelengths | Frequency (Hz) | 3 x 1016 - 3 x 1019 | 1 to 15 Mhz (medical purposes) | Energy (J) | 2 x 10-17 - 2 x 10-14 | Varies

The Life of the American Born Free Essays

This paper examines the life of the American born, Tim O’Brien and affirms the way his life influenced his writing techniques. William Timothy, the first of three children, well known as Tim O’Brien is an American Veteran writer, born on October 1, 1946, in Austin, Minnesota, United States of America (Herzog 14). He grew up in Worthington, a small shielded community near the borders of Iowa and South Dakota. We will write a custom essay sample on The Life of the American Born or any similar topic only for you Order Now He described himself as a vivid reader when he was young and had a thrilling interest in books and magic trick were evident realities on his storytelling power. This can also be linked to his parents who were enthusiastic readers. In other words, O’Brien must have learned some reading secrets from his parents when he was young. Some of his short and electrifying stories include, â€Å"The things they carried† as well as other classic novels like the war novel, going after Cacciato produced in1978, which indeed made him known best for his writing experience about Vietnam War (Raymond 102). Worthington town similarly played a significant role in nurturing his thoughts while developing the artistic sensibility of his life as an author. He attended Macalester College in 1968 and awarded bachelor’s degree in Political Science. During his time in the institution, he was elected and served as the president of the student’s union in college. Contrary to his criticisms against war, Tim O’Brien was recruited into United States Army and then sent to Vietnam where he served for two years. Following his return from the military service, he resumed his studies and graduated from Harvard University. He then worked shortly as an intern, national affairs reporter at Washington Post up to May 1974. The war experience he gained from his two-year combat inspired his chief publication, titled If I Die in a Combat Zone, Box Me up and Ship Me Home. O’Brien’s history clearly reveals the depression and misery wrecked on soldiers by the Vietnam War. His mythical work, the things they curried of 1990, (O’Brien 816) is a combination of memoirs and fictitious stories in which he used the philosophical concepts of truth to climax the distinctions between two realms of the facts and the fictions in a unique way (Conan 2010). He incorporated the metaphysical approach attribute in his writing that flavored the quality of his stories. In his story, he exposes the readers to the understanding about the distinction between the truth of a story, the truth of fiction and the happening truth, which is associated with the truth of facts. In confirming the same, he appreciates that a story truth is more associated with emotion, which are also connected with the feelings of the story of fiction. On that pedestal, he adds that the feelings would be more significant, and thus making the story more relevant. Additionally, O’Brien wrote numerous novels based on the war experience he obtained in the army of the United States. He was awarded the 1979 National Book Award for his works on Northern Lights published in1975 and Going after Cacciato of 1978. The novel discusses two brothers against one and another as foils where a brother joined the Vietnam war andanother failed (Raymond 99). Through this, the brothers learned to struggle and comprehend each one’s values and motives. Following his extraordinary influence of Joseph Conrad’s works, he modified Conrad’s concepts of human aptitude for good and evil in his literary works. In his works, O’Brien propounded timeless matter of the subject and its thematic range. He believed in his introversive idea, that literary works not only focus on the current affairs but also anticipates what the future holds for humankind, (Smith 34). Nuclear Age, which was published in 1985 was the third O’Brien’s novel of his literary works and describes much from his personal experience. His expertise in creating an amusing look at the thoughtful character, a young man who was raised under an atomic umbrella, and suffered severely from paranoia as a result of nuclear war. As the story continues, he finds solace in a hole he dug in his backyard attempting to overcome every thought and imagination, which made him uncomfortable. His creativity in writing approach of war blending fact and fiction is comparable to other technical war writers like Michael Herr and inspired eminent figures such as Truman Capote, Norman Mailer and Tom Wolfe. However, key elements of his works encompass the categorization and fascination of emotional subject matters. Owing to this traits, his fictional works are therefore considered to have made an immense impact on the readers of his novels. Other O’Brien’s electrifying works are The Nuclear Age, published in 1985, In the Lakes of The Woods of 1994, Tomcat in Love of 1998 and July, July that was published in 2000, which took the world of literature with a storm. In a span of two years, O’Brien’s short stories The things they curried, received the 1987 National Magazine Award Fiction. The novel was then nominated for 1987, best American Short story. The lake of Woods forms another interesting novel written by O’Brien and published in 1994. It took O’Brien’s works into greater heights by agitating much on guilt, culpability, complicity and the moral courage, (Bates 265). He invents his character John Wade, who is also a Vietnam veteran, aspiring to run for senate position. He later lost slightly as charges on his involvement in the Lai massacre became popular during his campaign trail. O’Brien raises larger inquiries about the fallouts of war and its effects, which was realized after the end of the war, more so when the veterans returned home. He wore James Fenimire Cooper Prize from the Society of American Historians and was selected as the best novel of 1994 by Times Magazine.His most recent Novel, Tomcat in Love, O’Brien generated a Veteran Vietnam protagonist, Tom chippering through a love subject contrary to war. O’Brien describes this as a comic novel about a politically incorrect hero, who was sexy. He strongly believed that his lovers will love the book, and his fans, the so-called junkies, the people who appreciate his writings liked it. He alludes that this was his best book ever and it stole the hearts of many who could not do without reading the novel.In conclusion, O’Brien has won several prestigious awards in his many fictional works and worth being called a veteran in the writing field. His experience in writing the short story novels are highly acknowledged. He is a master of creative storytelling, a manipulator of literary form and one of the most challenging authors in his time with an ample content. His major contributions include the Nuclear Age, In the Lake of Woods, Tomcat in Love and July, July of 20000 More recently, he received $100,000 with the Pritxker Military Library Literature Award. Currently, he teaches at the Texas State University-San Marcos. How to cite The Life of the American Born, Papers

Information Technology - Virtualisation and Online Training Literature

Question : Write a Literature Review for the Topic/Project below following a set structure. The Literature Review is a critical examination of the most relevant, recent and scholarly research on the topic area that is not just a summary of the articles you have read. Literature review Topic/Project: Efficient delivery of IT Networking courses online using virtualisation technologies enabling students to complete practical labs, using virtual machines for servers, networking, and storage. Delivery of classes will be done by using Adobe connect for presenting the lessons and students will login remotely to the NDG Netlab system. The following questions may be useful while reviewing the topic: 1. What is the new technology? Virtualisation / Online delivery/teaching 2. What does it do and what are the special features it has? Enable students to complete practical IT networking labs using virtual 3. When is it coming out in the market and how much will it cost? 4. What industry will the new technology affect? (Medical, agricultural, computer, business, etc.). 5. In your opinion, will the new technology be beneficial to society? Why or why not. 6. What did you learn from a critical analysis of your sources of information on this new technology? Answer: Literature Review Introduction A server is a machine used by a couple of customers for a specific undertaking or a couple of tricks. The benefits of web servers fuse rule place, ability to control the air circulation and cooling framework, strong data sparing and speed. For example, a make server can remove the necessity for each customer to have an individual printing device. This would upgrade the execution of using framework printing contraption and diminish the cost of keeping a couple of photo printers. Application web servers, while like record web servers, are stand-out in that they run exe programs from the spot. By using task web servers, expenses of writing computer programs are diminished (Sportack, 1998). Reports joined with virtualization range from exhibiting vital musings and the key researching this development to more creative capacities of dealing with the execution framework and the intentional strategies to working with creation endeavours. Pretty much all these reviews were released in return dispersion and made by the masters (Hayes, 2008) (Kovar, 2008). Background The connection between web servers and data structures are one of the key drivers for server organisation expenses, even, for instance, LANs. For an impressive time span, rotor edges have been the choice as the framework back-plane. The affiliation issues associated with rotor edges oblige IT specialists to get charmed at whatever point a current cutting edge was changed or another is arranged up. This participation obliged groups of engineering exercises to ensure the effect to the association was lessened and subsequently lost tremendous measures of your essentialness and effort for those dazzled. The more prepared sharpened steel web servers experienced from Fibre Route rates which in the workplace constrained the reliability. With a particular deciding objective to move past the perfect action, IT division would need to over-give affiliation which provoked under used systems in this way occurring as a piece of a waste of sources (Hassell, 2007). There are two responses for improvement; razor sharp edge web servers or virtualization. The edge web servers are a parts cure while virtualization is the application cure. The edge option allows each server to have their own particular processor and limit however can confer power gives, wiring and storage space. The application virtualization basically private pools the server sources and allocates those sources as required in a merrier manner. There are affiliations who may pick the sections way and also distinctive affiliations who may pick the application way. At times the two can be used together to supplement each other (Goodchild, 2006) (Dubie, 2007). Servers use working structure to support the few errands that are required of a server. With the measure of framework control obliged, a multi-tasking OS is the most all regular cure. Since web servers require various probability meets expectations, the OS will handle strategy seizure, system concern, semaphores (i.e. synchronisation structures used to keep wanders from beating into distinctive exercises when inspecting an advantage), and compelling storage space control despite others (Orfali, 1994). Virtualization can be seen as IT resource showcasing. There are four areas to resource upgrade: clarification which is the departure of slack from the framework and match costs with honest to goodness needs, advancing, which is the supplement to light by changing authentic necessities to build execution and budgetary techniques of degree, combining which is the technique of mixing data or ventures attempting to fabricate source utilise ultimately virtualization which is the procedure of mixing a couple of working system pictures into a singular virtualized structure, giving financial frameworks of range in source utilisation while keeping up a part between utilitarian surroundings (Hillier, 2006). Results Storage space virtualization allows all hard circles on the framework to act like one significant offer of limit pushes. This upgrades the viability of limit by engaging data records to be saved wherever there is space, as opposed to enabling a couple of pushes to go under used. With virtualization pushes can be fused or balanced on the fly after the virtualization application will reconfigure the system and the influenced web servers. Reflecting the picture and move down are speedier since the fundamental information that is replicated is the information that was modified. Such limit will amazingly reduce the masterminded recovery time in view of managing these exercise (Gruman, 2007). Virtualization application grants relationship to use one genuine server with the limit of giving the viability of a couple of web servers. Without virtualization, divisions obliging more sources would need to get the cost of extra devices recognised, copied when to demand and get, then set up. Virtualization grants IT Supervisors to assemble sources by mixing them on a lone server (Mullins, 2007). With virtualization, new tasks will be made available inside several minutes and without the expense of extra contraptions. VMware declares that one server can be a uniting of 10-15 amassing frameworks. But a couple of undertakings are stamped as non-mission earnest, when an impressive measure of customers are influenced it becomes target crucial (Conry-Murray, 2007). Investigation reveals that with virtualization, various current systems dealing with the utilisation/organisation of IS errands may not work anymore. For example, Microsoft association is known for its OS. Yet with virtualization the OS is not as a basic issue as it used to be. Outcast suppliers making undertakings can use a select atmosphere and run their own specific micro kernels which remove the standard OS. Since the hyper visor is transforming into the delegate of the information centre, suppliers are making their levels to tap clearly into the hyper visor. This does not by and large keep up a vital separation from the reliance on OS, in any case it does restrict its impact. To perceive how to deal with the execution of a virtualization meander, we should begin by separating the circumstances at Triton Techniques Inc. The relationship at present has 40 web servers supporting the needs of all customers. These web servers mixture in age from one season to five numerous years old. All web servers have an assertion of five decades and in light of the basic characteristics of the unobtrusive components they contain, the web servers are changed just before confirmation ending. As new web servers are relied upon to be bought, they are considering acquiring web servers which will allow them to make use of server virtualization (Thibodeau, 2007). VMWare VMware is the top virtualization cure into concern. Economic analysts revealed that 80% of affiliations overhauling use by using virtualization select VMware application when using x86 web servers. VMware gives a site-recovery executive which allows IT administrator to duplicate contraptions pretty much at distinctive spots. The organisation part enabling the flexibility to place unobtrusive components in a distant site or locales would be covered to the customers. A substitute possible cure is the "Windows Server virtualization from Microsoft affiliation, which will be moved the last 50 percent of 2008 as an additional to its Microsoft windows Server 2008 (Mullins, 2007). VMware has asserted itself a capable cure that Hewlett-Packard, IBM, and Dell each have arrangement of embedding virtualization application in their x86 web servers. This will mull over less perplexing foundation for affiliations fancied to use world class web servers. It has announces that four out of five affiliations using virtualization application are using VMware. It is seen as that business creative advancement expert would need to buy from virtualization application suppliers as opposed to framework organisation suppliers. Some analysis condition that one in five affiliations use select application from more than one source with a third uncovering that when using a couple of different suppliers, issues are presented. For all these uncovered results, the VMware cure was executed by organisation at Triton Systems (Smith, 2007). Nevertheless, there have a couple of issues with VMware virtualization meander. These join a substitute strategy for dealing with the drives, in which IT delegates won't have the ability to duplicate aggregates with obliged information reports however must duplicate the certified information records for move down. An exchange issue happens with foundation. Mind must be brought when working with uncommon and low gainfulness pushes. On the off chance that lower viability pushes are the greater part of a sudden position in tip top specific web servers, this could restrain the general profit, for instance, discriminating applications. While using virtualization resources is not troublesome, it is basically an exchange course than what most IT authorities have wound up commonplace to. Selecting the benefit storage space structure is moreover dire. There are two options, framework based which are used by server-based application or group based which generally will be a bit of storage space store. The snare to group based is the prerequisite for degree storage space must be obtained which may make a sumptuous source lock-in. Framework based is in every way the most versatile and can be dealt with from wherever offered they are open by method for the "storage area network (SAN)". Research strategies Administrator of IT structure at Welch's, George Scangas, said had Welch's not had virtualization, they would have expected to make an alternate information centre which could have expenses of the phenomenal six numbers. By using virtualization, Scangas tagged there is a fast esteem focal points from using less wire as a piece of extension to the measure of imperativeness, yet other information doesn't agree with this, and holder spread set away. It is approximated that Welch's secured in any occasion $300,000 in parts costs alone, not, for instance, the decreased imperativeness receipt due to the necessity for cooling the system. Welch's shortly meets expectations 100 particular devices and they predict to incorporate an extra 10 or 20 in the accompanying one fourth. Scangas indicated his accreditation has reached out with VMware as their mechanical advancement makes such that they are all the more enthusiastic to position business-segregating applications on VMware. An analysis by In July 2007, The Strategic Council, uncovered that 45% of associations regarded their virtualization plans failed. To make that investigation a stride further, more than one fourth did not see a pay and short of what ten hit their focused quality preferences. With such a wreck of being said, Virtualization is not going wherever and there is wish that when Microsoft association all in all makes its get to will give an extra extend and stimulate all the additionally grasping of the mechanical advancement (Watson, 2007). Some analysis declares a vital issue that may be overlooked is the mind blowing affirmation of essentialness other than to the unprecedented finish of listen to when using an authentic server encouraging the virtualized web servers. Virtualized web servers control the portions to run at better pay thus criticality the obliged imperativeness goes up as does the consequence of hotness. Going down the web servers in a virtualized environment is an exchange issue to consider before virtualization. The measure of data could be astounding. Without a feasible SAN, securing would be amazingly steadily and lacking. Security can be more troublesome in a virtualized concentrated around the way that it must be down on two levels; the prohibitive device and the bona fide mixture theories. On the off chance that the honest to goodness collection server were to wind up impacted, all specific devices being utilised by that server would be affected. In consolidation, an affected contraption may make obliteration on the authentic server along these lines bringing on issues on other select contraptions utilising that same blended pack. Exactly when running after application on virtualized web servers, profit can be impacted due to the use of accommodating memory and the CPU periods which may be acclimatised by the prohibitive contraptions. It is recommended that the sources used by taking after application be measured to ensure they can be saved (Marshall, 2007). Conclusion VMware is a remedy that Triton should give bona fide concern. While this shows Microsoft association will be continuing moving ahead with their virtualization application, it will must be debugged for truly a while period. VMware has authoritatively experienced most debugging strategies and has been insisted viably in various associations. VMware has high rewards from some tremendous mechanical advancement relationship like Dell and HP. There are moreover relationship like Stratus who are advancing their server systems which flourish on the massiveness of up-time close by VMware. Examination has certified that few affiliations have beneficially settled VMware virtualization. Regardless of the way that examination have some adversarial info, the positive does over-shadow the unfavourable. With the focuses of a hyper visor that won't require an OS each say, reveals up the sorts of undertakings which can be run. Right when considering the VMware virtualization application, it is also pr oposed to execute two twofold connection, quad-focus processor chips. The will give a good esteem execution if used as a piece of rack-mounted or sharpened steel web servers. All the proposals gave in regulating effects zone may give as the typical manual for association considering the virtualization exercises to grow the likelihood of capably applying the meander. Additional frameworks working with storage space and system virtualization will be the centres of our investigation later on. References Conry-Murray, A. (2007). Virtualization Smackdown! Information Week, 10(15), 35-44. Dubie, D. (2007). Managing virtualized servers is no easy task. Network World, 24(3), 43-46. Goodchild, J. (2006). Virtualization software or blade servers: Which is right for server consolidation? Server Virtualization News. Gruman, G. (2007). Storage Virtualization Takes Off. CIO, 20(23), 27-31. Hassell, J. (2007). Server Virtualization: Getting Started,. Computerworld, 41(22), 31. Hayes, F. (2008). Face-off: Virtualization Takes Center Stage: Virtual Stride. Computerworld, 42(1), 22-24. Hillier, A. (2006). A Quantitative and Analytical Approach to Server Consolidation. Kovar, J. (2008). Server Virtualization. VARBusiness, 24(2), 38. Marshall, D. K. (2007). The new world of virtualization. Retrieved from bitpipe: https://www.bitpipe.com/detail/RES/1181589520_238.html?asrc=PAR_AFL_HIGHBEAM Mullins, R. (2007). VMwares flying high, but. Network World, 24(35). Orfali, R. H. (1994). Essential Client/Server Survival Guide. New York: Van Nostrand Reinhold. Smith, L. (2007). The Reality of Going Virtual. InformationWeek, 1125, 49-52. Sportack, M. A. (1998). Networking Essentials. Indianapolis, IN: Sams Publishing. Thibodeau, P. (2007). VMware Offers Virtualization on A Server Platter. Computerworld, 41(38), 11. Watson, B. (2007). Virtuzliations Time to Roll. Baseline, 77, 11-12.

Market Segments free essay sample

JUST THE BASICS This chapter looks further into key customer-driven marketing strategy decisions—how to divide up markets into meaningful customer groups (segmentation), choose which customer groups to serve (targeting), create market offerings that best serve targeted customers (differentiation), and positioning the offerings in the minds of consumers (positioning). Then, the chapters that follow explore the tactical marketing tools—the Four Ps—by which marketers bring these strategies to life. INTRODUCTION Best Buy: Embracing the Angels and Ditching the Demons. Best Buy set out to identify its best customers and win their loyalty by serving them better. At the same time, it identifies less attractive customers and began to send them packing. To better differentiate itself in a crowded marketplace, Best Buy needed to stake out is own turn – to identify its best customers and serve them in ways that no discount on online competitor could. Rather than trying to make all customers happy all of the time, Best Buy segmented its market and sharpened it’s positioning. This resulted in what they term â€Å"customer centricity. How has this worked for Best Buy? Very well. They have designed a customer-driven marketing strategy that builds the right relationships with the right customers. Market segmentation involves dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. Market targeting (or targeting) consists of evaluating each market segment’s attractiveness and selecting one or more market segments to enter. Differentiation involves actually differentiating the firm’s market offering to create superior customer value. Positioning consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. MARKET SEGMENTATION Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. Segmenting Consumer Markets Geographic Segmentation Geographic segmentation calls for dividing the market into different geographical units such as nations, regions, states, counties, cities, or even neighborhoods. Demographic Segmentation Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. Demographic factors are the most popular bases for segmenting customer groups. Age and LifeCycle Stage is offering different products or using different marketing approaches for different age and lifecycle groups. Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines. Income segmentation has long been used by the marketers of products and services such as automobiles, clothing, cosmetics, financial services, and travel. Psychographic Segmentation Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality characteristics. Marketers use personality variables to segment markets. Behavioral Segmentation Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product. Occasion segmentation is grouping buyers according to occasions when they get the idea to buy, actually make their purchase, or use the purchased item. Benefit segmentation is grouping buyers according to the different benefits that they seek from the product. User Status is segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of a product. Usage Rate is grouping markets into light, medium, and heavy product users. Loyalty Status is dividing buyers into groups according to their degree of loyalty. Using Multiple Segmentation Bases Marketers rarely limit their segmentation analysis to only one or a few variables. PRIZM NE (one of the leading segmentation systems) classifies every American household based on a host of demographic factors. Segmenting Business Markets Consumer and business marketers use many of the same variables to segment their markets. Business marketers also use some additional variables, such as customer operating characteristics, purchasing approaches, situational factors, and personal characteristics. Many marketers believe that buying behavior and benefits provide the best basis for segmenting business markets. Segmenting International Markets Companies can segment international markets using one or a combination of several variables. * Geographic factors: Nations close to one another will have many common traits and behaviors. * Economic factors: Countries may be grouped by population income levels or by their overall level of economic development. * Political and legal factors: Type and stability of government, receptivity to foreign firms, monetary regulations, and the amount of bureaucracy. * Cultural factors: Grouping markets according to common languages, religions, values and attitudes, customs, and behavioral patterns. Intermarket segmentation is segmenting of consumers who have similar needs and buying behavior even though they are located in different countries. Requirements for Effective Segmentation To be useful, market segments must be: Measurable: The size, purchasing power, and profiles of the segments can be measured. Accessible: The market segments can be effectively reached and served. Substantial: The market segments are large or profitable enough to serve. Differentiable: The segments are conceptually distinguishable and respond differently to different marketing mix elements and programs. Actionable: Effective programs can be designed for attracting and serving the segments. MARKET TARGETING Evaluating Market Segments In evaluating different market segments, a firm must look at three factors: 1. Segment size and growth, 2. Segment structural attractiveness, and 3. Company objectives and resources. The largest, fastest-growing segments are not always the most attractive ones for every company. The company also needs to examine major structural factors that affect long-run segment attractiveness. * A segment is less attractive if it already contains many strong and aggressive competitors. The existence of many actual or potential substitute products may limit prices and the profits. * The relative power of buyers also affects segment attractiveness. * A segment may be less attractive if it contains powerful suppliers who can control prices. Selecting Target Market Segments A target market consists of a set of buyers who share common needs or characteristics that the com pany decides to serve. Undifferentiated Marketing Using an undifferentiated marketing (or mass-marketing) strategy, a firm might decide to ignore market segment differences and target the whole market with one offer. This mass-marketing strategy focuses on what is common in the needs of consumers rather than on what is different. Differentiated Marketing Using a differentiated marketing (or segmented marketing) strategy, a firm decides to target several market segments and designs separate offers for each. Concentrated Marketing Using a concentrated marketing (or niche marketing) strategy, instead of going after a small share of a large market, the firm goes after a large share of one or a few smaller segments or niches. It can market more effectively by fine-tuning its products, prices, and programs to the needs of carefully defined segments. It can market more efficiently, targeting its products or services, channels, and communications programs toward only consumers that it can serve best and most profitably. Micromarketing Micromarketing is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations. Micromarketing includes local marketing and individual marketing. Local marketing involves tailoring brands and promotions to the needs and wants of local customer groups—cities, neighborhoods, and even specific stores. Local marketing has drawbacks. It can drive up manufacturing and marketing costs by reducing economies of scale. * It can create logistics problems. * The brand’s overall image might be diluted if the product and message vary too much in different localities. Individual marketing is the tailoring of products and marketing programs to the needs and preferences of individual customers. Individual marketing has also been labeled one-to-one ma rketing, mass customization, and markets-of-one marketing. Choosing a Targeting Strategy Which strategy is best depends on: * Company resources. * Product variability. Product’s life-cycle stage. * Market variability. * Competitors’ marketing strategies. Socially Responsible Target Marketing Target marketing sometimes generates controversy and concern. Issues usually involve the targeting of vulnerable or disadvantaged consumers with controversial or potentially harmful products. Problems arise when marketing adult products to kids, whether intentionally or unintentionally. The growth of the Internet and other carefully targeted direct media has raised concerns about potential targeting abuses. The issue is not so much who is targeted, but how and for what. Controversies arise when marketers attempt to profit when they unfairly target vulnerable segments or target them with questionable products or tactics. Socially responsible marketing calls for segmentation and targeting that serve not just the interests of the company, but also the interests of those targeted. DIFFERENTIATION AND POSITIONING Value proposition: How a company will create differentiated value for targeted segments and what positions it wants to occupy in those segments. A product’s position is the way the product is defined by consumers on important attributes. Positioning Maps Perceptual positioning map show consumer perceptions of their brands versus competing products on important buying dimensions. Choosing a Differentiation and Positioning Strategy The differentiation and positioning task consists of three steps: 1. Identifying a set of differentiating competitive advantages upon which to build a position, 2. Choosing the right competitive advantages, and 3. Selecting an overall positioning strategy. 1. Identifying Possible Value Differences and Competitive Advantages To the extent that a company can differentiate and position itself as providing superior customer value, it gains competitive advantage. It can differentiate along the lines of product, services, channels, people, or image. 2. Choosing the Right Competitive Advantages How Many Differences to Promote Ad man Rosser Reeves believes a company should develop a unique selling proposition (USP) for each brand and stick to it. Other marketers think that companies should position themselves on more than one differentiator. Which Differences to Promote A difference is worth establishing to the extent that it satisfies the following criteria: Important: The difference delivers a highly valued benefit to target buyers. Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way. * Superior: The difference is superior to other ways that customers might obtain the same benefit. Communicable: The difference is communicable and visible to buyers. Preemptive: Competitors cannot easily copy the difference. Affordable: Buyers can afford to pay for the difference. Profitable: The company can introduce the difference profitably. 3. Selecting an Overall Positioning Strategy The full positioning of a brand is called the brand’s value proposition. More for More positioning involves providing the most upscale product or service and charging a higher price to cover the higher costs. More for the Same positioning involves introducing a brand offering comparable quality but at a lower price. The Same for Less positioning can be a powerful value proposition—everyone likes a good deal. Less for Much Less positioning is offering products that offer less and therefore cost less. â€Å"Less-for-much-less† positioning involves meeting consumers’ lower performance or quality requirements at a much lower price. More for Less positioning is the winning value proposition. In the long run, companies will find it very difficult to sustain such best-of-both positioning. Developing a Positioning Statement Company and brand positioning should be summed up in a positioning statement. The statement should follow the form: To (target segment and need) our (brand) is (concept) that (point of difference). Communicating and Delivering the Chosen Position Once it has chosen a position, the company must take strong steps to deliver and communicate the desired position to target consumers. All the company’s marketing mix efforts must support the positioning strategy. Discussing the Issues 1. List and briefly describe the four major steps in designing a customer-driven marketing strategy. 2. Discuss the behavioral variables used to segment buyers and provide an example of each. 3. Explain how companies segment international markets. 4. Name and describe the characteristics of useful market segments. 5. In the context of marketing, what is a product’s â€Å"position†? How do marketers know what it is? Under the Hood: Marketing Technology When you think of hybrid or electric automobiles, you probably think don’t think â€Å"sports car. But the Fisker Karma is about to shatter that stereotype. It’s been called the hybrid with â€Å"sex appeal† and is often compared to a Mercedes-Benz roadster. During the haughty Rolex Monterey Historic Automobile Races, it was seen cruising around Monterey, California with the likes of Ferraris and Lamborghinis. In the increasingly crowded field of new-generation electric vehicles, Fisker Automotive wants to carve out a niche as a high-performance eco-car with lots of style. The creator, Henrik Fisker, was formerly head of design at Aston Martin. The Fisker Karma goes from 0 to 60 in six seconds, can go 125 miles per hour, and can travel 50 miles on electric power and 300 miles on combined electric and gasoline power. All this performance and style does not come cheaply, however. Prices range from $87,900 to $106,000. The company already has orders from 1,400 buyers. If this is above your means, don’t worry—the company is promising a lower-priced, mass-market version for the rest of us in a few years. 1. On what basis is Fisker Automotive segmenting the automobile market? Is the company using a single segmentation approach or a combined approach? Explain. 2. What market targeting strategy is Fisker pursuing with this automobile? How is the company differentiating its automobile and which value proposition is it using? Staying on the Road: Marketing Ethics In 2009 Anheuser-Busch launched the Bud Light â€Å"Fan Can,† a promotion that included 27 different color combinations of its cans in college team colors. For example, students at Louisiana State University could purchase purple-and-gold cans of Bud Light. Anheuser-Busch timed the campaign, called â€Å"Team Pride,† to coincide with students returning to campus and with the kickoff of the football season. Several schools, such as Wisconsin, Michigan, Iowa State, University of Colorado, and others, objected strenuously. As a result, Anheuser-Busch halted the program in those markets. The promotion also caught the attention of the Federal Trade Commission. Both the FTC and college officials are concerned about the high rate of underage and binge drinking on college campuses. Some school officials also were concerned about trademark infringements, and about the appearance that they support Budweiser’s activities. As criticism brewed around the country, A-B released a statement claiming that it did not mean to encourage underage drinking—it just wanted to create more fun for sports fans. Although the company halted the promotion in areas where college officials objected, controversy surrounding the promotion appeared in newspapers and on television nationwide. 1. What type of market targeting strategy is Anheuser-Busch using with the Team Pride promotion? 2. Was this a wise promotion? Explain. Rough Road Ahead: Marketing and the Economy Vanilla Bikes Portland-based Vanilla Bicycles sells hand-built bikes with price tags ranging from $4,000 to $12,000. Now, after only nine years in business, owner Sacha White has stopped taking orders – not because business had dried up but because he has a five-year waiting list. White and his crew of three make only 40 to 50 bikes a year. Frames are made from exotic metals, are welded with silver alloy, and weigh as little as 30 ounces. No two Vanilla bikes are the same. Each is custom fitted to the client and features intricate metal carvings and an artisan paint job. Amazingly, almost all of these high-end velocipedes are sold to middle-class customers. Still, orders have not ebbed with the economic downturn. In fact, Vanilla could ramp up production significantly and still sell everything it makes. However, White claims that would compromise the special nature of what customers consider to be works of art. Vanilla bikes are so special that when Portland bike couriers describe something as cool, they routinely say, â€Å"That’s soooo Vanilla. † 1. Based on the segmentation variables discussed in the chapter, construct a profile for Vanilla Bicycle’s probable target market. 2. Given that most luxury products suffer in an economic downturn, why has Vanilla still succeeded?