Foundation and Empire 6. The Favorite

The tiny ships had appeared out of the vacant depths and darted into the midst of the Armada. Without a shot or a burst of energy, they weaved through the ship-swollen area, then blasted on and out, while the Imperial wagons turned after them like lumbering beasts. There were two noiseless flares that pinpointed space as two of the tiny gnats shriveled in atomic disintegration, and the rest were gone. The great ships searched, then returned to their original task, and world by world, the great web of the Enclosure continued. Brodrig's uniform was stately; carefully tailored and as carefully worn. His walk through the gardens of the obscure planet Wanda, now temporary Imperial headquarters, was leisurely; his expression was somber. Bel Riose walked with him, his field uniform open at the collar, and doleful in its monotonous gray-black. Riose indicated the smooth black bench under the fragrant tree-fern whose large spatulate leaves lifted flatly against the white sun. â€Å"See that, sir. It is a relic of the Imperium. The ornamented benches, built for lovers, linger on, fresh and useful, while the factories and the palaces collapse into unremembered ruin.† He seated himself, while Cleon II's Privy Secretary stood erect before him and clipped the leaves above neatly with precise swings of his ivory staff. Riose crossed his legs and offered a cigarette to the other. He fingered one himself as he spoke, â€Å"It is what one would expect from the enlightened wisdom of His Imperial Majesty to send so competent an observer as yourself. It relieves any anxiety I might have felt that the press of more important and more immediate business might perhaps force into the shadows a small campaign on the Periphery.† â€Å"The eyes of the Emperor are everywhere,† said Brodrig, mechanically. â€Å"We do not underestimate the importance of the campaign; yet still it would seem that too great an emphasis is being placed upon its difficulty. Surely their little ships are no such barrier that we must move through the intricate preliminary maneuver of an Enclosure.† Riose flushed, but he maintained his equilibrium. â€Å"I can not risk the lives of my men, who are few enough, or the destruction of my ships which are irreplaceable, by a too-rash attack. The establishment of an Enclosure will quarter my casualties in the ultimate attack, howsoever difficult it be. The military reasons for that I took the liberty to explain yesterday.† â€Å"Well, well, I am not a military man. In this case, you assure me that what seems patently and obviously right is, in reality, wrong. We will allow that. Yet your caution shoots far beyond that. In your second communication, you requested reinforcements. And these, against an enemy poor, small, and barbarous, with whom you have had not one' skirmish at the time. To desire more forces under the circumstances would savor almost of incapacity or worse, had not your earlier career given sufficient proof of your boldness and imagination.† â€Å"I thank you,† said the general, coldly, â€Å"but I would remind you that there is a difference between boldness and blindness. There is a place for a decisive gamble when you know your enemy and can calculate the risks at least roughly; but to move at all against an unknown enemy is boldness in itself. You might as well ask why the same man sprints safely across an obstacle course in the day, and falls over the furniture in his room at night.† Brodrig swept away the other's words with a neat flirt of the fingers. â€Å"Dramatic, but not satisfactory. You have been to this barbarian world yourself. You have in addition this enemy prisoner you coddle, this trader. Between yourself and the prisoner you are not in a night fog.† â€Å"No? I pray you to remember that a world which has developed in isolation for two centuries can not be interpreted to the point of intelligent attack by a month's visit. I am a soldier, not a cleft-chinned, barrel-chested hero of a subetheric trimensional thriller. Nor can a single prisoner, and one who is an obscure member of an economic group which has no close connection with the enemy world introduce me to all the inner secrets of enemy strategy.† â€Å"You have questioned him?† â€Å"I have.† â€Å"Well?† â€Å"It has been useful, but not vitally so. His ship is tiny, of no account. He sells little toys which are amusing if nothing else. I have a few of the cleverest which I intend sending to the Emperor as curiosities. Naturally, there is a good deal about the ship and its workings which I do not understand, but then I am not a tech-man.† â€Å"But you have among you those who are,† pointed out Brodrig. â€Å"I, too, am aware of that,† replied the general in faintly caustic tones. â€Å"But the fools have far to go before they could meet my needs. I have already sent for clever men who can understand the workings of the odd nuclear field-circuits the ship contains. I have received no answer.† â€Å"Men of that type can not be spared, general. Surely, there must be one man of your vast province who understands nucleics.† â€Å"Were there such a one, I would have him heal the limping, invalid motors that power two of my small fleet of ships. Two ships of my meager ten that can not fight a major battle for lack of sufficient power supply. One fifth of my force condemned to the carrion activity of consolidating positions behind the lines.† The secretary's fingers fluttered impatiently. â€Å"Your position is not unique in that respect, general. The Emperor has similar troubles.† The general threw away his shredded, never-lit cigarette, lit another, and shrugged. â€Å"Well, it is beside the immediate point, this lack of first-class tech-men. Except that I might have made more progress with my prisoner were my Psychic Probe in proper order.† The secretary's eyebrows lifted. â€Å"You have a Probe?† â€Å"An old one. A superannuated one which fails me the one time I needed it. I set it up during the prisoner's sleep, and received nothing. So much for the Probe. I have tried it on my own men and the reaction is quite proper, but again there is not one among my staff of tech-men who can tell me why it fails upon the prisoner. Ducem Barr, who is a theoretician of parts, though no mechanic, says the psychic structure of the prisoner may be unaffected by the Probe since from childhood he has been subjected to alien environments and neural stimuli. I don't know. But he may yet be useful. I save him in that hope.† Brodrig leaned on his staff. A shall see if a specialist is available in the capital. In the meanwhile, what of this other man you just mentioned, this Siwennian? You keep too many enemies in your good graces.† â€Å"He knows the enemy. He, too, I keep for future reference and the help he may afford me.† â€Å"But he is a Siwennian and the son of a proscribed rebel.† â€Å"He is old and powerless, and his family acts as hostage.† â€Å"I see. Yet I think that I should speak to this trader, myself.† â€Å"Certainly.† â€Å"Alone,† the secretary added coldly, making his point. â€Å"Certainly,† repeated Riose, blandly. â€Å"As a loyal subject of the Emperor, I accept his personal representative as my superior. However, since the trader is at the permanent base, you will have to leave the front areas at an interesting moment.† â€Å"Yes? Interesting in what way?† â€Å"Interesting in that the Enclosure is complete today. Interesting in that within the week, the Twentieth Fleet of the Border advances inward towards the core of resistance.† Riose smiled and turned away. In a vague way, Brodrig felt punctured.

One Flew Over the Cuckoo’s Nest Essay

The novel One Flew Over the Cuckoo’s Nest (Kesey, 1962) is narrated from the point of view of a character called â€Å"The Chief† who is an inmate of the mental asylum in which the story takes place. The book opens with a scene where the Chief is sweeping the floor and ends with the Chief escaping from the asylum, and so the changing perceptions of the Chief are a key to the main messages of the book. The character who occupies most of the action in the book is a rebellious newcomer called McMurphy. It is McMurphy who is the catalyst for the change in the Chief, showing him a both a different way to see the asylum and a number of strategies of resistance which ultimately allow the Chief to break free. This paper will analyse how the Chief perceives the asylum in the early stages of the book, focusing especially on the concept of â€Å"the Combine†. After that Murphy’s view of the world will be presented, along with his various resistance strategies. In conclusion the Chief’s revised view of â€Å"the Combine† will be analysed, showing what has changed in his understanding of the world of the asylum, and of the world in general. At the start of the book it is not immediately evident that the Chief is mentally ill. He explains that he is half Indian and chooses to be deaf and dumb: â€Å"I’m cagey enough to fool them that much† (Kesey, p. 9) His separation from the world of sound is presented as a deliberate defence against oppression, but the reader may suspect that it is a symptom of a mental illness like paranoia or schizophrenia. It is a feature of the book that medical descriptions are avoided, and the reader is left to figure out for him or herself whether or not, or to what extent the characters are ill or mad. The Chief imagines the Big Nurse having powers that extend via wires which only he can see: â€Å"I see her sit in the centre of this web of wires like a watchful robot, tend her network with mechanical insect skill†¦Ã¢â‚¬  (Kesey, p. 27). He imagines that she is working to control the world outside the institution also, suggesting that there is a huge conspiracy against him and the other inmates called â€Å"the Combine† which he defines as â€Å"a huge organization that aims to adjust the Outside as well as the Inside† (Kesey, p. 27). This analogy works both as a description of a delusion, with no basis in reality, and as an artistic representation of an institution (the asylum) and a wider authoritarian society (conservative American society in the early 1960s) which operates on a rigid and inhuman basis. At the start of the book the Chief, and through him the reader, feel this cold, hard, oppressive force and see the inmates as victims of its power. One way of making this chilling force constantly present in the narrative is the Chief’s use of vocabulary relating to machinery to describe all of the asylum personnel. The three â€Å"black boys† who are orderlies working for the Big Nurse speak with the â€Å"hum of black machinery† (Kesey, p. 9) and the most frightening of all is Nurse Ratched herself: â€Å"She works the hinges of her elbows and fingers †¦ She starts moving,†¦when she rumbles past she’s already as big as a truck, trailing that wicker bag behind her in her exhaust like a semi behind a Jimmy Diesel†¦ and her smile’s going out before her like a radiator grill. † (Kesey, p 79). These are inhuman images used to describe the leaders of an inhuman regime. The arrival of McMurphy into the story makes a huge impression on the Chief who, despite his huge size, is cowering and fearful of the cold and all-controlling power of the Combine. The first impression is of McMurphy’s â€Å"loud brassy voice† (Kesey, p. 14) Chief significantly makes a connection between this voice and the voice of his Indian father: â€Å"He talks a little the way Papa used to, voice loud and full of hell†¦Ã¢â‚¬  Shortly after this the ward is stunned by the sound of McMurphy’s laughter, which is strange to them because no one ever laughs in this oppressive place. So much of McMurphy’s verbal behaviour is a surprise to the ward: his laughing, singing and ironic banter are all examples of a language the inmates have forgotten the meaning of. This is one of the most important aspects of McMurphy’s influence. He reminds the inmates of a different kind of communication with authority and with each other that is free and spontaneous, unconcerned about the hierarchies of the asylum context, and taking everything less seriously than the authorities intend things to be taken. McMurphy mocks people, including his friends, in order to show that there is more than just one way of seeing things, and that the asylum’s regime is ridiculous when viewed from outside perspectives. He argues with the Big Nurse, and he laughs at her rants and rages. This is a subversive attitude, and it sparks new thoughts in all the inmates, setting off a chain reaction of awareness that cannot be stopped. The first meeting of McMurphy and the Chief is also an important moment in the book, and this time the Chief is struck by the touch of McMurphy’s hand: â€Å"It rang with blood and power† (Kesey, p. 25). Later, when sweeping out the sleeping area, the Chief notices a smell that he has never encountered before in all this time on the ward; â€Å"the man smell of dust and dirt from the open fields, and sweat, and work. † (Kesey, p. 83). It is as if the Chief is rediscovering through the presence of McMurphy, all the natural human senses which had been dulled or switched out of commission by the Combine. Just by being himself McMurphy reawakens the warm, human qualities of the inmates and shows them how to use these qualities against the hard, cold machinery of power. The world that McMurphy represents is offered as a contrast to the regimented, controlled environment of the ward. There is nothing particularly radical about what he represents, for example setting up a voting process to determine the television viewing schedule for the inmates, but in the upside-down regime of the Combine this appears to be a shocking suggestion. Drinking, smoking marijuana and sex with prostitutes are, in the world outside the asylum, quite ordinary and natural expressions of normal masculine behaviour in large sections of the community. It is the abuse of power by the Big Nurse in talking to Billy Bibbit’s mother that turns the antics of the inmates from a prank into a tragedy. In every society it is common for young males to push boundaries and experiment with things that are forbidden by teachers, parents and authority figures. It is part of normal growing up. The irony of the asylum is, that it takes an oppressed youngster like Billy and then just when he catches a glimpse of sexual and other kinds of freedom via McMurphy, crushes his spirit so completely that he takes his own life. The book depicts a struggle for power over the inmates: â€Å"As the many symbols and images indicate, the central theme of One Flew Over the Cuckoo’s Nest is the restoration of the inmates’ individual and collective potency. (Lupack, 1995, p. 94). Whether as group, or as separate individuals, McMurphy encourages the inmates to take back the power that has been unjustly stolen from them by the institution. Some critics have seen McMurphy in religious terms, as a character who sacrifices himself in order to save his brothers: â€Å"The fishing scene is an extended figure of Christ and his disciples, and instance of McMurphy as fisher of men. † (Hicks, 1981, p. 174). Hicks points out that there are images of the cross and the crown of thorns in descriptions of the electric shock table, and that McMurphy’s men are â€Å"physically cannibalizing him† (1981, p. 5) by wearing him out more and more as he transfers his power and energy over to them. It is true that as McMurphy’s influence grows, more and more of the inmates rebel or discharge themselves, or in the case of the Chief, make a spectacular escape but this is a book that does not come with a happy ending and salvation in a heavenly future. McMurph y is turned into a lobotomized shell of his old self which the Chief kills out of mercy, as an Indian would kill an injured animal. The future of the other characters is not known. The freedom that the Chief gains is a freedom from the real and imagined â€Å"wires and connections† (Kesey, p. 254) that he rips up when he throws the control box out of the window. In conclusion, then, it appears that the Chief has changed his view of the Combine. He leaves the delusions and the asylum behind but he still must navigate his way in the outside world. It remains to be seen how he will tackle the Combine-like injustices and oppressive forces in the wider world. He does not have his mentor McMurphy with him, and must only go back to where he started and try to reintegrate into a community that has been oppressed and exploited by the building of a great dam. The great difference at the end of the book is that that he wants to go back to his old haunts â€Å"just to bring some of it clear in my mind again† (Kesey, p. 254) and thanks to the example shown by McMurphy, he can now do this with courage and clarity, seeing possibilities of collective resistance rather than just being isolated and crushed by overwhelming institutional power.

Top 20 Indian Site

Top 20 Indian Sites S. No Site DOB Type 1. Rediff. com 2/8/97 Portal 2. Indiatimes. com 22/12/96 Portal 3. Sify. com 6/10/98 Directory 4. Shaadi. com 30/7/96 Matrimony 5. Monsterindia. com 16/5/00 Jobs 6. IciciBank. com 16/7/96 Bank 7. Indiafm. com 15/6/98 Music 8. Sulekha. com 25/2/98 Society 9. Hindustantimes. com 14/8/96 News 10. MapsofIndia. com 14/9/98 Maps 11. Timesjobs. com 13/12/02 Jobs 12. Makemytrip. com 8/5/00 Travel 13. Expressindia. com 13/11/96 News 14. 123india. com 22/10/96 Search 15. Timesofindia. com 8/4/96 News 16. Wipro. com 8/12/92 Computer 17. Infosys. om 17/7/92 Computer 18. Tcs. com 25/11/97 Computers 19. Tata. com 15/10/96 business 20. Airindia. com List Of Top Companies Of India: Reliance Industries Limited This is the largest private sector conglomerate in India founded by Dhirubhai Amabani with an annual turnover of about US$ 35. 9. This Fortune Global 500 company have its businesses in materials and energy value chain. It enjoys the position of the global leadership and is also the largest producer of yarn and fibre in the world. It ranks among the top ten producers across the globe in major petrochemical products. The primary subsidiaries of the company are Reliance Retail Limited and Reliance Petroleum Limited along with Reliance Industrial Infrastructure Limited. Oil & Natural Gas Corporation This company is awarded as the Best Oil and Gas company in Asia. It is the lone contributor of about 84% India's oil and gas. This company is not only among the leading Indian companies but also a leading company of oil and gas. The highest profit making corporate of India is ONGC. It has 77% share in the crude oil production of India. The company's main activity is to explore,refine,produce,market and transport crude oil,natural gas etc. State Bank of India It is the largest Indian bank and one of the leading companies in India. It offers banking services through its wide network in India and overseas. With more than 16,000 branches it accounts for the largest bank branch network in India. It offers services like the Mobile Banking,Internet Banking, Demat Services,ATM Services,Corporate Banking,Merchant Banking,Agricultural Banking,online services like online educational loan,online SME loan and many others. Indian Oil Corporation It is a public sector Indian Petroleum company and also the largest commercial enterprise in India. This company ranks 116 on the list of the Fortune Global 500 list in the year 2008. It operates the widest and the largest network of fuel stations in India which is about 17,606. Auto LPG Dispensing Stations are started by the company and it helps reach Indane Cooking Gas to 47. 5 million households. The company's products are diesel, petrol , Servo Lubricants etc. ICICI Bank The largest private sector bank in the sector of market capitalization in India is ICICI Bank and the second largest bank in assets. The wide network of the bank has 1,399 branches,49 regional processing centres,22 regional offices and more than 4,485 ATMs. It provides the banking services like Personal banking,Corporate Net Banking,NRI,Internet Banking,24-hr Customer Care and many other banking facilities. NTPC National Thermal Power Corporation Limited is the largest power company in India and has a capacity of 29894 MW with 7 gas based,15 coal based power stations and about four joint ventures. The company is the top among the Best Workplaces for Large Organizations. Two major units of the company is in Orissa. The core business of the company are construction,engineering and operation of power generating plants. Steel Authority of India Limited In India,one among the largest steel makers is Steel Authority of India Limited. The company has a turnover of about Rs. 45555 crore. The company also ranks higher among the top five largest profit earning Indian corporate. It is also the 16th largest producer of steel in the world. The website of the company gives all the required information about the Sales, Durgapur Steel Plant and other Plants and Units of the company. Tata Steel The company was initially known as TISCO and Tata Iron and Steel Company. It is the sixth largest Indian Steel company in the world. The crude capacity of the company is 28 million tones. It is also ranks second among the largest private sector steel companies in India. It had a profit of Rs 12,350 crore in the year 2008. The main plant is in Jharkhand, Jameshedpur. It has become multinational for its operations across the world. The registered office is in Mumbai. Bharti Airtel Bharti Enterprises' flagship company is Bharti Airtel. It is the topmost company in the sector of telecom. The company is ranked as the one with best performance across the globe in 2007 by the Business Week Magazine. It is also the first provider of telephine service in the private sector and has carved the telecom sector path in India. The three business units of the company are Enterprise Services,Mobile services and Broadband and Telephone Services Reliance Communications The company offers services like the information and communication,infrastructure and services for individuals and enterprises,consulting and applications. The company consumers are in Reliance Landline, BroadNet, Rworld, Reliance Global call, Reliance IPTV,Wireless Phone,Mobile-CDMA,GSM etc. The company is a renowned name in the implementation and managing of entire telephony solution.

Legal skills Essay Example | Topics and Well Written Essays - 2500 words

Legal skills - Essay Example Stephen Lennard for the Plaintiffs. 5. What remedies were Interfoto Picture Library Ltd seeking in the Court of Appeal? (2 marks) They were looking to uphold the judgment of the trial court, which had awarded them substantial damages against the defendant. 6. Which cases were applied by the Court of Appeal? (2 marks) Parker v. South Eastern Railway Company; J Spurling Ltd. v. Bradshaw; Thornton v. Shoe Lane Parking Ltd.; McCutcheon v. David MacBrayne Ltd. 7. In what court was McCutcheon v David MacBrayne Ltd [1964] 1 All ER 430 heard?(1 mark) Court of Session. 8. What are the material facts of Interfoto Picture Library v Stiletto Visual Programmes? (6 marks) The plaintiffs run a photographic transparency lending library. After the defendants inquired, the plaintiffs sent the defendants 47 transparencies and a delivery note that had 9 printed conditions on it. Condition 2 stated that the transparencies must be returned to the plaintiff after 14 days, otherwise there would be a ?5 a da y penalty for every day after 14 days that the defendants held onto the transparencies. The defendants returned the transparencies four weeks later, claiming that they did not read the printed conditions. The bill to the defendants was ?3,738. The plaintiffs did try to call the defendants twice before the defendants gave back the transparencies. The defendants refused to pay. 9. ... 11. What were the two arguments made by the defendant? (6 marks) The defendants claimed that the Condition 2 was never a part of the contract, as the defendants never received the delivery note. They also claimed that the contract between the two parties was formed before they knew about the delivery note. 12. How does the basis for the decision in Parker v South Eastern Rly Co (1877) 2CPD 416 differ from that in Thornton v Shoe Lane Parking Ltd [1956] 1 All ER 686? (2 marks) In Parker, the court looked at the terms as a whole, and decided if the terms, as a whole, were brought to the attention of the other party. In Thornton, the court decided that a particularly onerous term should be brought to the attention of the party, and if that particularly onerous term was not brought to the party's attention, that this term did not become a part of the contract. 13. (a) How did counsel for the plaintiff distinguish Thornton v Shoe Lane Parking Ltd [1956] 1 All ER 686? (2 marks) They state that the Thornton case deals with an exemption clause, and the holding should be limited to exemption clauses. Since their case did not involve an exemption clause, they argued that the holding in Thornton did not apply. (b) Was this distinction was accepted by Dillon LJ and explain his reasoning on the issue. (2 marks) No. Dillon stated that what was stated in the Thornton case was a general application of law, therefore the holding could be applied to any onerous statement in any contract. 14. (a) What principle does Bingham LJ say is not an overriding principle of English law? (1 mark) In making and carrying out contracts, each party must act in good faith. (b) How has English law dealt with this principle? Give examples. (4 marks) In

The Basque Conflict Research Paper Example | Topics and Well Written Essays - 1250 words

The Basque Conflict - Research Paper Example Many of the Basque separatists were of the opinion that the only way they could achieve self-determination was by seceding from the two nations and forming an independent Basque state. Owing to the fact that succession was not welcomed by either the French or Spanish government, the revolutionists resorted to the only means the believed would push their point across and this was violent rebellion. Background In summary, the Basque separationist movement embodied the desire of the people to achieve a greater independence, nonetheless, the concept of what independence was varied among different groups, some wanted complete autonomy from Spain and France, believing that owing to the historical richness of their culture and the difference from Spain, the should form their own country. This was justified by the fact that the Basque region is one of the richest in Spain in terms or mineral resources, seaports and businesses such as banks and other industries and some of the inhabitants fel t that denationalizing was the most economically viable option.2 The movement begun as an idea and a political notion shared by a few but gradually developed into a far-reaching sentiment shared by millions of the inhabitants of the Basque region. ... The Basque movement first emerged as the 19th century ended, after the death of the leader Sabina de Arana Goiri they were granted full autonomy by the republican government and this freedom lasted until the end of the civil war.3 The republican government was overthrown by the Franco regime and this new regime negated many of the gains the Basque had made in self-determination previously. To make them pay for their support for the fallen republican government Franco committed many atrocities in his attempt to repudiate their independence, one of the most brutal of this was the Guernica bombing. In April 1937, he ordered the bombing of Guernica a thriving Basque town killing approximately 1000 people; this was the first manifestation of Franco’s hatred for the Basque people but far from the last. Cultural political repression From this incidence of Guernica bombing, must ask what the reaction of the international community was? To what was a clearly inhumane and unwarranted ma ss murder of innocents simply so that Franco could make his point? However, there was a lot of tension in the international scene as countries weaved alliances in preparation for the impeding war and although there were widespread recriminations no action was taken against Franco and this emboldened his diabolic actions. He continued to oppress them in a plethora of ways, he took away their freedom and even went as far as criminalizing their culture and language, and he was thus effectively stripping them of their freedom of expression speech and even conscience. Hundreds of Basque intellectuals and politicians were imprisoned and tortured under Franco’s orders because of their ideals on

Business Continuity Assignment Example | Topics and Well Written Essays - 250 words

Business Continuity - Assignment Example It emphasizes assessing varied risks that a business faces while performing different operational functions. Finally, ‘maintaining business continuity’ is all about responding effectually towards any adverse situation, faced by a business during the conduct of various functions. This focuses on following methodical business procedures for reaping benefits (Armstrong, 2012). The above stated conceptions can be better understood with the example of improving system along with process resilience in relation to a ‘disaster recovering planning’ project. In this similar context, it can be affirmed that ‘running business continuity’ will focus on identifying the biggest risks and the mitigation costs as well. In respect to the concept of ‘developing business continuity’, the factors like developing effective continuity plans and using the valuable resources play a vital role. The notion of ‘testing business continuity’ in relation to the above example can be better explained as identifying the threats in accordance with varied risk levels and reviewing the results of such threats. Finally, ‘maintaining business continuity’ for the aforesaid example will emphasize empowering the project team and most importantly, updating project response procedures (Armstrong,

The Treaty of Versailles Made World War II Inevitable Essay

The Treaty of Versailles Made World War II Inevitable - Essay Example The German people were told and believed its army was only defending its borders and taking back some lands previously held by the country. Germans deeply resented abiding by the financial, territorial and military concessions outlined in the treaty, resentments which were further exacerbated by the hardships resulting from the agreement. In addition, the exceedingly nationalistic sentiments of the German people were at its height at that time. Feelings of German pride were greatly damaged following the humiliation of losing a war they perceived to be a draw. Germans were well aware that the rest of the world looked upon them with contempt and as the losers. These perceptions emanated from the terms of the Treaty of Versailles, a document that initiated deep-rooted and intense sentiments which Hitler and the Nazi Party ultimately exploited for their own objective of world domination. The Treaty of Versailles was, to say the least, a controversial pact. The French wanted to dissolve t he country of Germany while the U.S., specifically President Woodrow Wilson, favored more of a ‘forgive and forget’ approach. ... ion to France and consented to a military occupation by the allies (American, British, French and Belgian) in the majority of western Germany including the Rhineland and many cities. Belgium, Poland, Czechoslovakia and Denmark gained sections of former German territories. The German military machine that terrorized Western and Eastern Europe was all but dismantled. Additionally, the German Navy was reduced significantly to only a handful of small vessels. Financial reparations outlined in the treaty were substantial and ambiguous. Germany was forced to effectively sign over a blank check to the countries of Western Europe, an enormous amount that was to be paid-out for several decades (â€Å"The Treaty of Versailles† 2007). The German citizens and leaders were shocked when the terms of the Versailles Treaty were learned. The worst case scenario imagined by the Germans was far exceeded by a treaty that was, in their perspective, exceedingly and undeservedly harsh. The treaty me t immediate and nearly unanimous opposition by the German people well before its reluctant signing by a German envoy that had little option but to acquiesce. The two men of the German government who were initially selected to sign the treaty resigned rather than attach their name to the document and therefore accept responsibility for what they considered a travesty of justice. What incensed the Germans most was the signed admission they had initiated military actions and were therefore financially liable for the destruction that resulted from the war. Further, that the amount of the reparations was open-ended and non-specific was extremely troublesome. Many rightfully feared that the economic burden levied by the treaty would mean the collapse of the country itself, that the allies were intent on

Cordoba House Essay Example | Topics and Well Written Essays - 1000 words

Cordoba House - Essay Example People's opinions differ greatly, as not all inhabitants of New York are looking forward to seeing the building being constructed there. Personally, I strongly believe that the Cordoba building should be moved elsewhere. This would be a very sensible step; it would prevent unrest from taking place. Many lives may also be lost in that unrest, hence it is in the best interest of everyone to move the building elsewhere. Based on the First Amendment to the United States, which is part of the Bill of Rights. The amendment guarantees freedom of religion, free exercise of religion, and freedom of speech. American society is diverse and is made up of people belonging to different religions. Cordoba house can be built anywhere, even two blocks from ground zero. They do have the right that guarantee by the first amendment, but it does not mean they have right they can make it right. This is relates to human morality. The majority of people, especially those families whose members died on Septe mber 11, feel that the Mosque is a â€Å"slap in the face† for them and for the society in general. This building will always remind on events taking place on that terrible date, and the darkest day in American history .The life of people who suffered from those events would become a terrible nightmare. The Park 51 was initiated by both American and Muslim representatives in order to build the proper relations between these two nations and to enhance the place of religion in the life of people but it was funded by Muslim. It was stated that Cordoba House project calls for a â€Å"15-story community center including a mosque, a temple, a worship place for Christian community and Catholic, performance art center, gym, swimming pool and other public spaces† (Bliman n.d.). It sounds very great and easy to attract to all community from every religion, gender, class, ages, and to visit and build relation with each other. The problem is why they have to build religion practic e inside the building, even though their intention is to build better understanding among various faiths. Do they have to build religion practice inside the building. There is a lot of way to unify all the religion they can make events every week or month where every religion can have their own workshop in one place. It is impossible to enhance the place of religion in one place. Imagine Muslim is praying and worship in their room with a loud sound. Next to it, Christian is worshipping their God by singing with a loud song and enthusiasm. Catholic and Jewish is praying with hymn. How they are going to react with each other when they feel being disturbed by other people that being worshipped their own God. It is like putting oil in the water which will never mix together. History has proved it time and again; it is been thousands of year people always fight each other in the name of religion. Many people died because of that do we have to add more pages to history of holy war. Everyb ody knows this building is a beautiful building with very proper architecture and elements, and this building will be added to beautiful constructions found in the New York city. But according to CNN Opinion research Corporation poll it showed that about 70 percent of all Americans oppose this plan. While only 29 percent were in favor of the park. People that want to build Park 51 should listen to this voice. They build this house based on tolerance between people. If they want to show tolerance they should consider this voice. This is like put salt into the wound that

Starbucks Coffee Marketing Plan Research Paper Example | Topics and Well Written Essays - 1750 words

Starbucks Coffee Marketing Plan - Research Paper Example From the discission it it clear that the company aspires to provide an extraordinary service. The company has used several strategies, including increasing the size of its workforce so that it can increase the speed of serving its clientele. Although many view, the focus on the quality of service delivery may ruin the business because the company may end up producing low-quality products. However, this is a shallow analysis of the operations underlying service orientation. This is because, apart from focusing on methods of how to present the service better to the clientele, the concept includes ways of making a satisfactory product. In essence, the service-oriented operations at Starbucks equate the operations and components of a working marketing strategy. The following is Starbucks Coffee marketing plan.As the study stresses the main target market for Starbucks is people of all genders aged between 18-40 years. The fact that Starbucks products are relatively expensive means that mo st of its clientele are people of medium to upper class although the company has tried to bring down its prices. Starbucks Coffee is a brand that is synonymous with higher status social groups. This was the focus of the company for many years. This implies that the company targeted the young people who cared about their image and status. Although this supposition is still present when one utters the name of Starbucks, the company marketing strategy is changing. These are the main target markets for Starbucks Coffee.

Criminal Justice Management Information System Research Paper

Criminal Justice Management Information System - Research Paper Example Criminal justice system information is critical in influencing how people are treated in the system, and may have a bearing on the outcome of the individual cases. The quantity, quality, and timeliness of information are crucial to the operations of the criminal justice system. Moreover, a criminal justice system indicates a significant interrelationship between efficiency and the quality of the justice dispensed. The automated systems provide a one-time entry of data and an efficient access to justice information to all agencies that are in need of it via shared files and system resources, while at the same time restricting unauthorized access to certain criminal history and other confidential information as maybe stipulated by applicable laws and regulations. Criminal justice management systems facilitate multijurisdictional information sharing across the criminal justice system (Allen & Sawhney, 2010). Integration of management information systems demands adoption of common standa rds in data entry, policies, software, protocols, and hardware systems. Management information systems form a critical component of criminal justice system. ... For instance, management information systems such as â€Å"offender management system† impact and interact with organizational development and human behavior. Today, more and more state criminal justice systems employ statewide computing systems to keep track of criminal offenders as well as to enhance rehabilitation. The offender management information systems often employ integrated record tracking from diverse information sources (Welsh & Harris, 2012). The need for criminal justice officers and organizations to share data increases commensurate with the crime. Much of the typical data captured in a criminal justices system often has utility to multiple organizations. One of the essential contributions made by management information system encompasses areas of statistical data analysis models, graphical, and spatial forms of analysis (Siegel, 2010). The stated methodologies demand speed, access, and dimensionality of data, which cannot be facilitated by manual systems. Pote ntial Reasons for Computerization One of the prominent reasons for the introduction of information technology in the administration of criminal justice system revolves around the ability of the system to enhance the quality and the timelines of information; this leads to enhanced decision making. Furthermore, higher quality information translates into better information for policy analysis, besides availing timely information. As a result, there is increased system efficiency of the criminal justice system. Manual systems hinder attainment of high quality, timely, and accurate information. Moreover, as the society and the nature of crime become increasingly complicated, the need for structured

Bromantes Architecture Represents the High Reneissance Essay Example for Free

Bromantes Architecture Represents the High Reneissance Essay Donato Bramante was born in 1444 to a poor farmer’s family. Bramante was a famous Italian painter and architect. He moved to the city of Milan in 1474, where the gothic style of buildings influenced his creations. The High Renaissance was a time in Italy and Rome that the artists were learning how to show perspective, and about anatomy. Donato D’ Angelo Bramante made his mark in the High Renaissance period. He inspired other architects to express themselves. Some of his works include the church of Santa Maria presso, the Tempietto, Santa Maria delle Grazie, the new St.   Peter’s church, and others (Catt, 2010). By 1499, the French occupation of Milan had forced Bramante to Rome. Taken up by the entourage of Alexander VI, he first designed the cloister of S. Maria della Pace (Bramante, Donato, 1994). In 1476 Bramante first greatest achievement was the church of Santa Maria presso San Satiro. It was built on commission by Duke Sfora that was dedicated to Saint Satyrus (biographybace, n. d. ). However, Bramante’s contributions are seen in the choir area that he remodeled. Bramante had used perspective painting to make it look larger than it really was. Using the art of illusion he made the choir seem to be three bays long, but the space did not actually exist. There was a wall that prevented Bramante from building the choir. So what you see actually is only one meter deep (Web Gallery of Art, n. d. ). â€Å"Italian architect and painter. He is best known as the greatest exponent of High Renaissance architecture. His first building, Santa Maria presso San Satiro in Milan (c. 481), use perspective to give an illusion of deeply receding space in the choir. In 1506, he started rebuilding St Peters, Rome. His influence was enormous, and many Milanese painters took up his interest in perspective and trompe loeil† Donato Bramante, (2008). The Tempietto was another one of Donoto Bromante’s great works. It is believed that this shrine was built on the site of St. Peter’s martyrdom. This piece was commissioned by King Ferdinand and Queen Is abella for this very reason (kleiner, 2010). The Tempietto was a small round temple at San Pietro in Montro, in Rome, and was build 1502. This piece of architecture is considered to be a masterpiece of High Renaissance (kleiner, 2010). The Essential humanities. net, calls it â€Å"the crowning jewel of High Renaissance† (2010 p3). His classical structure contains many elements such as; columns, a dome, drum, base, and a vault. This small design was Bramante’s â€Å"most harmonious building of the renaissance† (biographybase, n. d. , p. 1). â€Å"The Tempietto (1502) at S Pietro in Montorio, Rome. The small circular structure, erected as a martyrium to St Peter, is reminiscent of the temple of Sibyl at Tivoli, with its classical entablature carried on a Tuscan Doric colonnade and rich frieze of metopes and triglyphs. It was the first monument of the High Renaissance and established a prototype for sixteenth-century church design† (Bromate, donato 1987). One of Bromante’s early works in Milan was the church of Santa Maria delie Grazie. This building was started by another architect. The Santa Maria delie Grazie was a large church with long aisles. Bramante contributed to this work by adding the tribune to the east end. When Bramante went to Rome, he left this church unfinished (Web Gallery of Art, n. d. ). According to the text the old Saint Peter’s was falling apart and deeded much repair. Julius II chose Bramante to design and replace the Saint Peter’s church. The floor plan of the new Saint Peter’s church featured a cross â€Å"with arms of equal length, each terminating in an apse† (kleiner, 2010 p. 477par. 3). Julius II wanted the new church to serve as a memorial, to mark Saint Peter’s grave and have his own tomb in the church. Bramante’s plans were complex and extreme with intricate symmetries of a crystal. His plan showed none interlocking crosses in which five of them were supporting the domes. However, Bramante died in 1514, at the age of seventy, about the time the construction began (Nickerson, 2008). â€Å"Bramantes plan has been obscured by later work, though Michelangelo used as much of it as he could. What the interior would have looked like can be seen in Raphaels painting The School of Athens† (Bramante, Donato [1444 1514]. 1994). The works of Donato Bramante include the church of Santa Maria presso, the Tempietto, Santa Maris delie Grazie, the new St. Peter’s church, and others. Bramante’s works are divided into two time periods. The first period was spent in Milan, and the second was in Rome. In Milan, his work was decorative and picturesque. However, in Rome his work became more in the High Renaissance style (Sauer, 1907). He set the stage for artist in the High Renaissance, and his work with perspectives have been studied and copied today.

The Uses of Drama and Enactment in Group Psychotherapy Essay Example for Free

The Uses of Drama and Enactment in Group Psychotherapy Essay The relationship between the use of drama and group psychotherapy remains fundamental. At one point dramatic activities such as enactment of scenes, role play, telling stories are fundamentally useful in developing group psychotherapy measures. Basically, group psychotherapy is a system of approach with which a therapist or even many of them provide their psychotherapy treatment to a group of clientele. Group psychotherapy is basically important and economical in cost parameter. Either, the togetherness of the clients produces often more productive results than using individual therapy. In group therapy, dispensation of a talk is highly put in place. The history of group therapy goes back to early 20th century. In the same, the clients come in a group under the leadership of one or even many therapists to spearhead their psychotherapeutic problems. Group psychotherapy will basically involve interactions between various individuals committed to the groups with an aid of a therapist to monitor their activities. During the interactions, the different personal elements are defined by what persons have to encounter in their daily life is pictured out. The kind of behaviour manifested by the clients within the group will therefore call for therapeutic approach where experiences are generated in the process and hence employed into real life translation. It’s theoretic approach is diverse and chooses to over look one theoretical approach. The diversity in the theoretical approaches is to provide an inherent method in which the clients can be served in different manner. (Carr, 2001) Group psychotherapy came as a refuge to weaknesses of single person therapy. Since clients are confined into personal contact with the therapist, such persons in single person therapy had their therapeutic environment compromised with. Personal interaction presents personal expression in a full context to the therapist than the social arena found in group psychotherapy where individual can socially interact with one another and bring out their complimentary issues. Generally, the applicability of drama to group psychotherapy is highly fundamental. Currently, dramatic scenes are employed as methods of creating engagement in psychotherapeutic situations. Through dramatic activities, exchange of therapeutic information has been easy and highly productive which provides the clients with a good environment to deal with their social issues. With the changing structures in the societal setting, artistic work has become an important tool in psychotherapy. Various forms of artistic works such as painting, dramatic scenes, spontaneous acting, and telling stories can effectively provide an adequate tool with which the human population can be served adequately in their therapeutic approach. Clients have had enormous developments from their dramatic activities or even that provided by acting group at the clinical sites. Theatrical concerts and plays have been used as tools for out doing the traditional therapeutic activities whose impact is less productive, costly and primitive to the clientele population. At the therapeutic scene, drama can be used as a tool with which people exchange their social life with others and the therapists. At the clinical therapeutic sites, various factional representations can form the benchmark of bringing together the clientele population and their therapists. The dramatic action can be combined with either dance or music. The musical part will involve personal dialogues spoken to the others or even making performances and singing songs on various social experiences. Through dramatic expressions, therapeutic clients are able to exchange fine social relations with the others. Drama within therapeutic activities can be used as a good source of entertainment in which clients come together in one understanding to talk and perform on a particular issue of effects to their life. It makes people to enjoy with one another in playing or expressing opinions as were for other people. Therefore, through therapeutic drama actions, teaching expressions, learning and also making foundations of personal growing form the others can be achieved. ( Thomas, 1997) Therapeutic drama actions provide the people with holistic methods of learning form other people’s expressions through dramaturgical understanding by the others (passive audience). Their activities will be personified to create interpersonal activation which helps the people interact continuously with one another and hence learn from one another. Dramaturgical expressions are more of reality than when reading from books and articles would provide. Either, this is a close way of joining and entering the other person’s life and hence gives horrible time for his/her exploration of one’s internal environment. This creates a personified environment with which one person can have the feeling of the other or situation. Dramatic actions and scenes will therefore help to create a clear cut understanding of what happens in the world around us, which involves the other person (client). Through dramatic activities, encounter with interpersonal expressions helps to give foundations for the creation of new more adaptive methods of appreciating one’s life. Clients will engage themselves in doing the activities in a more rationalized way and build an extended hope of personal expressions. (Brown, 1996) Therapeutic use of drama and enactment scenes is highly helpful in creating an environment for more personal enjoyment and interrelationship with the other people. Psychotherapeutic clients are usually socially impeded with the real life situation and the general nature of environment they are living in. Psychotherapy therefore seeks to formulate standards of approach in which people will have to be personified of the ways to deal with their social life and psychological problems. It seeks to create relations between the client and the therapist in which the client is able to understand to a greater depth the activity born in the situation he/she is in. Dramatic expressions in group psychotherapy provide support for standards of expressions in which the clients help to build a more coordinated approach of dealing with various psychological problems in their life. (Yalom, 1980) As an important tool within group psychotherapy, individual clients should field their personal expressions about the reality of their life. They should constantly participate in letting ones understanding between the other people. Everyone is delegated with role-play of full contribution to the group activities which involves expressions, performances, dialogues and other. Ones role-play is a highly important aspect to the resulting of such therapeutic activities. Dramatic expressions provide tools with which one gets the real imagination and expression of the other which allows personal pretence of the activities of the other. This helps to build conditions with which one person can have the thoughts of the other and expressed in personal outlook. Through such dramatic scenes, new ideas which affect and improve the life are developed in a performance action which is shared by all the people within the therapeutic group(s). A coordination between the people is rationalized to a great level with every person’s participation been uncompromised for the effectiveness of such groups. The thinking and development of affirmative actions is improved with every activity been personified to generate personal interest to those within the group. (Knap, 2004) Drama use in providing group psychotherapy can be highly attributable due to its social approach. It fundamentally provides standard of approach where personal expression can be solidly developed among the others within the group. The interactive phenomena between the group members and the therapist produces lucrative standard with which the clients can appreciate of everyone’s role and contribution. At pone point, such dramatic expressions are lucrative to provide an environment of support for standards which propagate adequate dimensions for Clientele Corporation between themselves and their therapist. Generally, the dramatic expression produces a pillar of expressions that help to promote a coordinated attribute in the activity performance and role play of each towards developing the others social stability.(Alpert, Fara, 2004) Firstly, group drama provides an environment for a detailed exploitation of other persons issues which is to be levied in a more upright context of social manner. Such social exploitation into the other person’s life helps to provide structures of an actual reflection into the reality of personal life. Through such group programs, clients tends to learn from the performance effects of the others which should even provide a stronger base for real understanding than formal reading and learning form therapeutic members. (Martens, 2005) Either, through dramatic expressions, the clientele population is fed with a greater opportunity of observing and reflecting one one’s personal life at the immediate level and the social skills owned by the other clientele population. Various expression of personal level can only be brought out into a clear image when dramatic expressions are fielded in the therapeutic context. Through personal interaction with the others, one is able to enjoy the lucrative environment which is provided to create a more definite system of appreciation to ones capability and weaknesses. The social portfolio borne by the others is also brought out at a real picture to provide a better environment for interaction between one another. This posits a condition with which the client population grows from the individual level before expanding to capture the contribution levied by the clientele neighbourhood. (Yalom, Leszcz, 2005) Elsewhere, dramatic actions in group psychotherapy provides adequate conditions for pursuing legitimate focus of personal inter-relationship benefit. Dramatic actions provide real life influence for effective support into one another’s contribution. This is through providing active structures where phenomenological interactions provide a pursuit of intervention into ones neighbourhood. Drama activities are both participative and tool for solid standards of observations. Through the active influence into one another’s life, the people are able to actively participate in exchanging learning tools across one another and sharing of psychological influence to the immediate life of each of them. Every opportunity of participation into the reality of the social life contexts brings with it a leeway of expanded horizons of appreciating the life partaken by the other. Within the exchange facility of the social phenomena, many variables of interest are featured in which are ideally of varied influence to the general livelihood of the clients. The clients will therefore learn through appreciating each other’s concern in the therapeutic environment. (http://www.questia.com/PM.qst?a=od=5002544146) Through dramaturgical expressions in group psychotherapy, the environment is vigilant in creating standards of environment with which clients gets an immediate feedback in their expressions, their concern, queries, issues put forward above the answer to the problems that are constantly of effect to their pragmatic life. Enactment scenes are like reality rehearsals on the physical situations affecting the client’s lives. Either, dramatic environment provides tools of expressions for better exchange programs between the therapeutic clients. (Wosket, 1997) These scenes are personified to address specific human life situations amongst which are born in the life of the clients. The exchange response is immediate and never a contemplation of the short run imagery. Feedback is therefore arrived at immediately through expressional exchange of imageries between the people. Either, personal interaction with the others provide a better environment for exercising conditions for a better treatment in a client friendly manner of the problem, concerns and also the issues that are of importance and affecting the other. Feedback expression is ridiculous and developed as a motivation to the clients out gone in the world of psychological wrangles. Through faster and immediate solving of the clients problems, they can bring forward immediate signs of appreciations which brings moral motivation and attribute of the professionalism of the therapeutic activities. Clients are more involved in soliciting for better standards of quantifying their social problems in the real life situations. (Kreeger, 1994) Consequently, the influence of dramatic expressions is high supportive to all the therapeutic clients. Generally, dramatic expressions are the best incentive for positive influence into the contributions to the clientele population. These expressions are at one level highly supportive since they help the client to develop an authentic knowledge about specific area of concern in their livelihood. Solving client’s problems through providing environment for explaining the various issues of concern to the client populations remains highly important. The environment is impressive and provides confidence in expression for those who are within the group. (Feather, Ronan, 2006) This is the foremost attribute to provide morale and an interesting environment for the clientele population to participate fully between one another to even provide better condition of expression for them. Since clients are seekers of therapeutic help, confidentiality within the dramatic scene helps them to adequately speak out the issues that operate within them. This provides a fundamental state of expression for each others problem. Their nature of the dramatic activities is entitled to provide a good environment where participatory authority is provided for all within the therapeutic groups. Since this equals personal exchange of ideas between one another, it is a concise method through which the problems of one another are shared fully by the others. (Martin, 2001) The environment (dramatic) is by itself viable for allowing litigant personal expressions to be operational and beneficiary. This is also good at reacting standards of support for each others understanding of the reality of expressions which provide the most adequate response for their social problems. Therefore through personal interactions, the clients learn from one another as they share and contribute towards the problem held by the other. (Spees, 2002) Basically, psychotherapeutic drama involves using of group dynamics and also symbolic plays for treatment of the group’s approach. These are tangible methods of solving various social problems. It involves learning and practising various social skills which form part of the important elements in formulating group success. Dramatic approach helps in creating a good environment for fantasies into the lives of the clients. The emphasis of using drama in psychotherapy has been effective sine 1938. It has been used as a basic medium for change in the broad scenery of the therapeutic situation. However, since many years ago, dramatic expressions have been used as a method o f providing support for dealing with psychiatric patients. Usually, this involves collecting the attributes provided by the general educational theory and putting down into real life practice to even be helpfully practicable to the general world. Through drama, the client’s personality is developed from the current situation of low performance. This will however involve the use of adequacy in the role playing by the individuals within the psychotherapeutic groups. (Weber, Haen, 2005) Either, it involves the use of various functional techniques in the interaction process which helps to provide structures for the most adequate tool of therapeutic control. These tools help in appreciating and increasing the state of contact with the other people within the therapeutic group. Dramatic expressions involve personal creativity where objective discussion of issues will involve the use of creative imaginations above the concentration tool that posts an advantage to the people. Dramatic activities have its discussion on the nature of therapeutic processes with the waging on the product/output of the dramatic activity. The processes and systems are waged under monitoring standard which provides a better environment for making up their social-life contexts. (Schermer, Pines, 1994) This is perhaps the best methods for use in dealing with clients. The creation of the dramatic activity is by the group of the clients which may even include the therapist. Through the activity, the therapist is provided with an adequacy in operation medium in which case he will evaluate the right cause of action to take in the therapeutic process. Generally, the clients will be imposed by greater impact into the activity of social life liberation than when at a single situation with the therapist. Dramatic approach is chiefly allied to the creation of fantastic notions. Elsewhere, the product output of the dramatic activity is highly important in regard to how it will be manifested in the therapeutic process. (Harding, 1996) Otherwise, clients are supposed to have a full support of the output which will depend on the manner with which the clients will be able to incorporate their output into adequate standards for help in their therapeutic process. However, in the spontaneous activities, there may arise some dangers when the clients seek to act on what they get from the dramatic context without internalizing the role of the therapist in such spontaneous activities. Direct action to group lessons may therefore be accompanied by various weaknesses. Dramatic action within therapeutic groups may be a chief source of problems that cannot be adequately handled by the therapists. Therefore, the output of any activity should be easily verified by the therapist before its flow is passed from their actions to the group in control. (Cooper, Smith, Upton, 1994) Through the general implication of drama in psychotherapy is the affiliate benefits allied to the role it plays to group clients. The basic critical for its use is the flow of fallacious and poorly benefiting behaviour to the clients. Consequently, many clients have taken poor behaviour home or school and other social institutions which end up negatively affecting their general life and that of the neighbours. Either, as much as dramatic activities is cost affective and also productive, this is not always practical. It may run weary and inefficient. This may be a catchment’s area for the poorest benefits which include poor behaviour development and more wrangles in ones social life which develops as collateral influence by the therapeutic influence. (Yalom, Leszcz, 2005) The general dramatic scene may be a source of negative influence to the contributor’s life. Some participants may be negatively affected by the positions and roles they are made to play in the therapeutic process. Since the scene provides that members within it participate in different roles, therapeutic drama may be a source of personal inability and negative influence when different members are given inadequate roles to play down. At the process of the dramatic activity, various behavioural imaginaries can then develop such as rivalry between one another, aggression and hatred. For young children, various therapeutic conditions and implications may negatively affect their nature of activity and actions to the external environment. Through various transfers of feelings and activities, this may negatively impact the clients to develop response protocols that do not adequately provide tools for the required therapeutic implication. Actions brought forwards in the therapeutic scene may negatively influence the clients when conflict rises up as an influence of disagreements between the clients. (Sonstegard, Better, Pelonis, 2004) However, dramatic expressions provide an adequate environment for self expression in which the client interact with one another adequately and in a coherent manner to provide support for their well being. This is fundamentally the first and foremost step in building the social prospects of the clients. Through such exchange programs, the clients are able to have an exchange of their social life activities and phenomenologies in which case this should provide a better understanding of the situations. Through a chose linkage with other clients, the general exchange of their activity and process is perhaps made easier and cheaper. Dramatic activity is highly adaptable to the clientele population of different levels. This helps to provide better standards of more effective capacity in which case individual expression help to build them more. Also, their may be a higher state of productivity between them. The method is voted to be highly effective in terms of cost expenditure. It provides standards of support with which individual role play within the group is promoted. Through dramatic groups, psychotherapeutic clients are provided with an impersonalised character of their social life contexts. (Mathiasen, 2005) Generally, the use of creative drama in psychotherapy helps in developing various sets of imaginations and also spontaneity which is supported by specific values above that of using the drama itself for creating subject matters. Through use of drama in group psychotherapy, perhaps the problems is more rationalized and ratified with the participation of the clients themselves building and developing different methods of modelling their social life. It helps to build up personal censorship which helps to provide the individual characters of the clients to even be shared among them in a group manner. Due to the social integration phenomenon of the clients in the scope of the dramatic environment, they will build more characteristic tools to address their problems in a more personified nature. This helps to break the inadequacies born out in individual person therapy where the client-therapist environment may not authenticate to provide standards of support for a better motive of social understanding. Generally therefore, dramatic actions and spontaneous activities would provide a coherent support in providing standards with which the clients would be absorbed more in the way of establishing their social life contexts References Alpert, J. E. Fava, M. (Eds.). (2004). Handbook of Chronic Depression: Diagnosis and Therapeutic Management. New York: Marcel Dekker. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=108952745 The American Psychotherapy Association the American Association of Integrative Medicine the American College of Wellness Present the Evolution of Health Care: Unifying Mind, Body Spirit. (2003). Annals of the American Psychotherapy Association, 6(2), 18+. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=5002544146 Brown, D. (2001). King Lear: The Lost Leader; Group Disintegration, Transformation and Suspended Reconsolidation. Critical Survey, 13(3), 19+. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=5000944271 Brown, N. W. (1996). Expressive Processes in Group Counseling: Theory and Practice. Westport, CT: Praeger Publishers. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=27985548 Carr, A. (2001). Abnormal Psychology. Philadelphia: Psychology Press. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=102914493 Cooper, P., Smith, C. J., Upton, G. (1994). Emotional and Behavioural Difficulties: Theory to Practice. New York: Routledge. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=103375001 Douglass, F. (1995). Narrative of the Life of Frederick Douglass. New York: Dover Publications. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=97002080 Feather, J. S., Ronan, K. R. (2006). Trauma-Focused Cognitive Behavioural Therapy for Abused Children with Posttraumatic Stress Disorder: A Pilot Study. New Zealand Journal of Psychology, 35(3), 132+. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=5019128485 Harding, C. G., et al. (1996). Using Live Theatre Combined with Role Playing and Discussion to Examine What At-Risk, Adolescents Think about Substance Abuse Its Consequences, and Prevention. Adolescence, 31(124), 783+. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=5000453797 Knapp, J. V. (2004). Family-Systems Psychotherapy and Psychoanalytic Literary Criticism: A Comparative Critique. Mosaic (Winnipeg), 37(1), 149+. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=5002649603 Kreeger, L. (Ed.). (1994). The Large Group: Dynamics and Therapy. London: Karnac Books. 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Impact of Store Layout on Customers

Impact of Store Layout on Customers Chapter 1: Introduction In todays world market, dynamic new era come with tough competition. In each and every sector competition is increasing. To cope up with the competition, it is necessary for everyone to make strategy for their positioning and differentiation. In business to business market, it is easy to retain earnings. But in retail sector it is very difficult because retailers have n-number of customers and to satisfy all of them is not possible, but only customer satisfaction can retain the customer and so the profit. Individuals, having different need and wants may not satisfy with one solution. Purchasing behavior is changing with time. People dont have much time to spend on shopping. In that case one stop shopping can be helpful to them. And because of that reason retailers have to be careful in choosing the collection, place, layout of the store. Store layout is a significant factor driving consumer response in retailing. Store layout has its own way to influence customers shopping. It is characterized by increasing competition and more sophisticated, customers have gigantic expectations related to their consumption experiences (Griffith, 2005). Atmosphere in retail market changing drastically. Competition increased and which lead to a sophisticated and demanding consumer segment that are well educated and with high expectations for their each and every purchase. They are expecting retail shopping experience with non retail services. Now days, consumers want everything customized e.g. Product collection, staffs involvement, easy accessibility of the store, all these factors influence the buying decision of the customers (Dabholkar et al., 1996) This chapter will provide a brief background about store layout and its impact on purchasing behavior at convenience stores in London, UK. It will discuss the research problem of the study, the goals and objectives of the study, rationale of the study, research methodology, limitations and overview of the study. 1.1 Overview Core concepts and terminologies help in to better understanding of the problems. Hence it is necessary to define them. All the readers may not aware about the specific terminology. Essence of the research lies there only where every normal person can understand it without the help of professional. Store layout, consumer purchasing behavior and convenience stores are defined within the context of marketing and retailing. Store layout is ease of user movement through the store to provide maximum exposure of goods and attractive display (Marketing Glossary, 2007). This includes doors, merchandise placement, shelf orientation, music, check-out counters, interior decorating, staff attitude, lighting and location of the loading facilities (Levy et al., 1995). Consumer purchasing behavior is the process by which individuals search for, select, purchase, use, and dispose of goods and services to satisfy their needs and wants. This process is influenced by the social and cultural environment (Consumer buying behavior, 2007). Convenience store is a small retail self-service store selling a limited line of fast moving food and non-food items, usually with extended hours of operation (Glencoe Online, 2004). 1.2 Backgrounds to the Study History of the convenience store state that, root of this industry found from early in 20th century. It came out form the many types of retail establishments in existence at that time. Convenience stores grew rapidly after the Second World War alongside the idea of the American dream. More families had more cars and lived in more suburbs, further away from shopping centers and large grocery stores. So, more convenience stores came into existence (The origin of the convenience store, 2007). ACNielsen (2006) reports that in todays time pressured world, convenience becomes increasingly important to consumers of Great Britain. Shopper habits are constantly evolving, along with developments in retail offerings. In recent years, the convenience store industry stands as an economic powerhouse, a vibrant channel of retail trade, and an anchor business for the neighborhoods. Many factors affect the store patronage decision, e.g. location, service levels, pricing policies, merchandise assortment, store environment and store image. However, very little research has been conducted on the actual determinants of a good store layout (Todays Convenience Stores, 2001). The increase in dual income families and longer working hours are making general shopping a more stressful activity for many families because of time pressure and lack of response by retailers (Avlott and Mitchell, 1999). Therefore, this exploratory research hopes to investigate if more consumers in small convenience stores are experiencing problems with different merchandise displays, narrow flow space, absence of price tags on products and absence of direction arrows and signs showing where the merchandise is being displayed. 1.3. Research Problem In spite of many commercial and educational researches there are much confusion about the purchasing behavior and perceptions of the consumers. Todays customers are more sensitive and demanding than ever. They want fast, friendly service on their terms every time they come to a store (Andersen, 1997). If they do not get fast and friendly service, they will abandon that establishment in search of another one which offers fast, convenient and better services. Based on the views of Shaffer and Greenwald (1996), a well defined, attractive and friendly store layout will attract potential customers to the store and, at the same time, discourage those who are not interested in the merchandise from entering the store. As a result, the study investigates the impact of store layout on consumer purchasing behavior and intends to present suggestions to improve the quality of service delivery in London, UK. 1.4. Research Objectives Main objective of the study is to examine the impact of store layout on customers and variables that affect the purchasing pattern of the customers. Once a topic has been identified and narrowed to the right size, the research question can be formulated to meet the objectives of the research (Saunders et al, 2007). The present research plan and its finding will answer the following questions. The following objectives are drawn from the overall aim of the study: To establish the fundamental uniqueness of layout of convenience stores; To ascertain problems arise by customers during the shopping at the convenience stores. To examine customers satisfaction and level of service they are getting from convenience stores in London, UK. To make recommendations to improve store layout in independent convenience stores in London, UK. . 1.5. Rationale of the Research This study will help in to the development of the convenience stores in London, UK by providing detail knowledge of the of the need and wants of the customers. The study is also intended to measure and assess the products display and collection in stores, customer handling capacity, service levels, pricing policies, store environment and store image, staff attitude and training, impulse purchasing pressure, and the impact of store layout and problems associated with products display. The real value of this study, however, lies in the hope that the retailers commitment to providing efficient and improved customer service will eventually allow both the retailers and consumers to successfully uncover the mechanics of good store layout. The consumers of convenience stores in London will benefit by providing the required information on store layout to the researcher. 1.6. Research Limitations The study was limited to a review of literature pertaining to store appearance, products display and other attributes of a good store layout. Due to time and cost constraints, the study was confined to only convenience stores in London, UK. The research was done in London area and, therefore, the results of the study cannot be generalized to all convenience stores in UK. 1.7 Outlines of Chapters The report on this study is made up of five chapters. These chapters cover the following areas and details of the chapters are as follows: Chapter 1: Introduction This chapter introduces the study and provides an overview of the research problem, the research objectives, the rationale behind the study and the research methodology and limitations thereof. Chapter 2: Literature Review -The literature review gives an overview of store layout theory. It also discusses consumer buying behaviors and perceptions and what retailers can do to help their customers to better overcome this phenomenon. The chapter will examine various concepts or characteristics relating to store layout which include: crowd density, staff attitude and training, store layout, impulse purchasing pressure, location, product assortment, music, and lighting. Chapter 3: Research Methodology The research methodology chapter shows how the data has been collected and gathered. It provides insight into the sampling methods used, the questionnaire, and various other techniques used to analyze the results. It also contains a review of the validity and reliability of the research investigation, indicating areas where errors might have occurred. Chapter 4: Analysis and Results The purpose of this chapter is to present the statistical analysis of the data obtained through the questionnaires. The data has been processed into meaningful results that the reader is able to interpret and understand. Chapter 5: Summary, Conclusions and Recommendations This final chapter of the dissertation contains the conclusions that are drawn from the findings in chapter four and also from chapter two. Recommendations and suggestions for further research in the field are made. Brief background of the store layout and its impact on purchasing behavior at convenience stores in London is discussed in this chapter. Research methodology, research, problem of the study, the goals and objectives of the study, rationale of the study, limitations and overview of the study is also discussed. The next chapter will review the literature in more detail and cover the theme of the important aspects pertaining to this study. Chapter 2: Theory Frame work Literature Review 2.1 Theory Framework 2.1.1 Overview This chapter looks at the dynamics of consumer behavior and the consumer market. Consumer buying behavior- includes the buying behavior of final consumers individuals and households that buy goods and services for their own consumption. All of these final consumers mutually create the consumer market. The world consumer market consists of about 5.5 billion people, but the billion people living in North America, Western Europe and Japan make up 70 per cent of the worlds spending power. Even within these rich customer markets, customers vary immensely in age, income, education level and tastes. They also buy an unbelievable variety of goods and services. How these varied customers make their choices among various products squeeze a charming collection of factors. The buying behavior of final consumers -individuals and households who buy goods and services for personal consumption. 2.1.2 Stimulus response model The innermost question for marketers is; how do consumers respond to various marketing stimuli that the company should use? The company that really identify with how customers will act in response to different product features, prices and advertising plead has a great benefit to its competitors. Hence, companies and educational institutions have researched seriously the connection between marketing stimuli and consumer response. The starting point is the stimulus-response model shown in figure 1. It indicates that marketing and other stimuli goes in to consumers black box and produce certain responses. 4Ps create marketing stimuli 1-Product, 2- Price, 3-Place and 4-Promotion. Other stimuli comprise important forces and measures in the buyers surroundings; monetary, technological, political and cultural. All these stimuli go into the buyers black box, where they are curved into a set of visible buyer responses product choice, brand choice, dealer choice, purchase timing and purchase amount. To understand how the stimuli changed in to response of the consumers inside the consumers black box in two parts. 1. The buyers distinctiveness influence how he or she perceives and reacts to the stimuli. 2. The buyers decision process itself affects the buyers behavior. Lets look at buyers characteristics as they affect buying decision and then examines the buyer decision process. It is difficult to know what exactly is in the black box and exactly predict consumer behavior, but the above model can help us to understand consumer behavior and help the researchers in creating the right questionnaire for the influencing factor. 2.1.3 Characteristics affecting consumer behavior Consumer buying process is subjective strongly by cultural, social, personal and psychological characteristics, as shown in Fig-2. Marketers can not control all the factors but they should have to take all of them in to consideration. Cultural Factors-Cultural factors applythe broadest and deepest influence on consumer behavior. The marketer needs to understand the role played by the buyers culture, subculture and social class. Culture Itis the mainly basic source of a persons wants and behavior. Human behavior is largely cultured, rising up in a society. A child learns fundamental values, sensitivity, wants and behaviors from the family and other important institutions health. Sometimes we take these values for granted, but they are noel cultural universals (Kotler, 2003). Subculture A group of people with common value structure based on familiar life practice and situations. Each culture has smaller subcultures or groups of persons with shared value structure based on common life experiences and situations. Subcultures include nationalities, religions, racial groups and geographic regions. Many subcultures create positive significant market segments and marketers often aimed at products and marketing programs customized to their needs (Kotler, 2003). Social Class Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors. Almost each and every society has some structure of social group formation. Social classes are societys relatively stable and prepared division whose members share similar values, interests and behaviors. The British scale with six social classes is widely used, although all big countries have their own system. In these social classes social class is not determined by a single factor, such as income, but is calculated as an amalgamation of occupation, income, education, wealth and other variables(Kotler, 2003). 2.1.4 The buying decision process Companies have to research on consumer buying process to understand the answers of the questions about what, where and how of the consumers. But to learn it is not easy task and the answers lies with customers only. To take it out these answerers is a work of great deal. We will examine the stages that buyers pass through to reach a buying decision. We will use the model in Fig 3, which indicates the customer as passing through five stages: 1-need recognition, 2- information search, 3-evaluation of alternatives, 4-purchase decision and 5-post purchase behavior. It can be seen that the buying process starts long before actual purchase and continues long after (Kotler, 2003). This gives confidence the marketer to focus on the complete buying process rather than just the purchase decision. This model involves that customers pass through all five stages with all purchase. But in everyday purchases, customers often skip or reverse some of these stages. To illustrate this model, we return to Anna Flores and try to understand how she became interested in buying a camera and the stages she went through to make the final choice. Need Recognition This is the first stage of the buyer decision process in which the consumer recognizes a problem or need. The buying process starts with need recognition the buyer identify a problem or need. The buyer senses a difference between his or her actual state and some preferred condition. The need can be generate by internal stimuli when one of the persons usual needs hunger, thirst, and sex raises to a level high enough to become a drive. (Kotler, 2003). Information Search: The stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may simply heightened attention or may go into active information search. A stimulate consumer may or may not search for more information. If the consumers drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the customer may simply store the need in memory or take on an information search related to the need. (Kotler, 2003). Evaluation of Alternatives: The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set is called alternatives evaluation. We have seen above that how the customer uses information to arrive at a set of final brand choices and how does the consumer choose among the alternative brands? It is necessary for marketers to know about alternative evaluation that is, how the consumer processes information to arrive at brand choices. Unluckily, customers do not use a simple and single assessment process in all buying circumstances (Kotler, 2003). Purchase Decision: The stage of the buyer decision process in which the consumer actually buys the product is called purchase decision. In the previous, evaluation stage, the consumer position brands and forms purchase intentions. Generally, the consumers purchase decision will be to buy the most preferred brand, but two factors come between the purchase intension and the purchase decision. The first factor is the approach of others. And Purchase intention is also influenced by unexpected situational factors. The consumer may form a purchase intention based on factors such as estimated family income, estimated price and estimated benefits from the product. The marketer must understand the factors that provoke approach of hazard in customers and must give information which support in buying decision and that will reduce the perceived risk. (Kotler, 2003). Post purchase Behavior This stage of the buyer decision, process in which customers take further action after purchase based on their satisfaction. The marketers work does not end when the product is purchased. After buying the product, the consumer will be satisfied or dissatisfied and will engage in post purchase behavior of interest to the marketer. What decide whether the purchaser is satisfied or dissatisfied with a purchase? The answer lies in the association of the consumers expectations and the products superficial performance. If the product falls dumpy of potential, the customer is disappointed, if it meets expectations, the consumer is satisfied; if it exceeds expectations, and the consumer is delighted and consumer deligtness is the necessity of the success in todays competition. Understanding the customers desires and buying process is the basis of successful marketing. By understanding how buyers go throughout need recognition, information search, and evaluation of alte rnatives, the purchase decision and post purchase behavior, the marketer can choose many evidence as to how to meet the buyers needs. By understanding the various participants in the buying process and the strongest influence on their purchasing behavior, the marketer can develop an effective programmed to bear an eye-catching offer to the target market. (Kotler, 2003). 2.2 Review of Literature This chapter gives inclusive idea about the characteristics of store layout and its impact on consumers purchasing pattern at convenience store. As suggested by Paulins and Geistfeld (2003), most convenience stores are poorly perceived with respect to in-store displays and external appearance. The outside store appearance affects consumersà ¢Ã¢â€š ¬Ã… ¸ choice of a store. Hence it is mandatory for stores to focus on their external appearance. It can influence the stores performance in terms of turnover. The objective of the literature review is not just survey of the information available but it is for the better understanding of the research. It can influence the research on many stage of its development and it can help researcher in determining the key factor which has impact on store layout. Factors which are affecting the stores turnover can be summaries as follows. 2. 2.1 Store Appearance and Image Half of the work can be done by just positive attitude which is true not for the human being but for the all the business. Same is applicable for the stores. It gives sustainable competitive advantage over the competitors. It gives idea about the positioning of the store. And for the positioning what strategy should be adopt by the retailers. It also helps in to differentiating the store (Birtwistle and Shearer, 2001). A desirable retail mix can influence the consumers and store appearance has played major role in retailing. The inspiring store image is desirable for the consumers (Devlin et al., 2003). Estelami and Bergstein (2006) are also of the same opinion that consumers typically form an overall impression of a retail store through various information processing mechanisms, such as advertising, viral marketing, or personal experience. The determinants of a good store layout are rare. There are six major dimensions that should be considered when determining a good store appearance, are as follow: Personal communication Guiding principle Physical manifestation Location Problem solving and The convenience of a store The physical appearance of a store has the greatest impact on the overall service quality, higher customer retention and higher future consumption, respectively (Siu and Cheung, 2001). Thang and Tan (2003) further state that characteristic of store image and exterior affect consumersà ¢Ã¢â€š ¬Ã… ¸ inclination for the stores. The motivations that pertain to store attributes include products, store ambiance, in-store service, convenience, status, endorsement, amenities and post-sales service. Consumers preference is based on their post-visit ranking of the stores. Hence, the quality of in-store services is likely to have a strong impact on consumers purchasing pattern and, if not liked or unsuited with the standards or the attitude required by the target consumers, might restrain appeal. Below is a diagram with mechanism of a good store appearance. As shown in Fig 4, the stimuli that pertain to store attributes include products, store atmosphere, in-store service, accessibility, reputation, promotion, facilities and transaction service. The A S-O-R Model of consumer retail purchase pattern emphases on the most important factors to succeed with store appearance and image. In becoming a customer oriented business, management needs to be well-known with all the elements of the model (Thang and Tan, 2003). Memery et al. (2005) Note that store appearance is obtained through practice only. 2.2.2 Store Traffic Flow and Crowd Density The store layout is the basis for procedure. Therefore, conducting a traffic flow analysis is a vital action to take when the object is to develop store performance. This instrument is helpful when development of a reorganization of the current collection. The analysis is also useful when the motive is to fine tune after a remodel. By ascertaining customers shopping behavior, a retailer can inspect the strengths and weaknesses of the layout. The analysis is simple to carry out and can be done on a huge or little scale, surrounding of the whole store or one department. The results will be clear and make decisions simple to arrive. The main goals of carry out a traffic flow analysis is to decide traditions to make shopping and managing the store in a simple way by using layout and merchandising techniques to develop sales, improve the stores exterior and make shopping more pleasurable (Quinn and Stewart, 2007). Shopping is one of the most exciting activities in life. As the taste and the preference of shoppers change constantly, retail facilities have evolved in response. It is universally accepted that in-store traffic flow plays an important role in the success of a retail facility (Hui et al., 2007). Dion (2004: 250) states that crowding is not simply a matter of density in a given space. Crowding appears to arise through the juxtaposition of density with certain social and personal circumstances which sensitize the individual to the potential constraints of limited space. The sensitivity of such limitation leads to a familiar inequality between the total of space required, or measured to be sufficient, by the person, and the total of space accessible to them. Emberson et al. (2006) are of the opinion that recent projects, such as professional consumer reaction, have raised the profile of in-store merchandising as a possible solution. Store group collection policies, stock organize; staffing levels and the amount of customer traffic were identified by merchandisers as affecting their activities. Cottet et al. (2006) strongly suggest that practical importance of shopping is basically obtained through simple admission to products or information. The useful value depends on the way of utilization and need, primary to the shopping behavior. 2.2.3 Products Display Merchandise display, according to Zentes et al. (2007), is a term repeatedly used in the circumstance of in-house marketing. It refers to the way products are accessible in a retail outlet. While this appearance has been used with a focus on merchandise display (e.g. the choice of fixtures to be used and the method of product presentation), it communicate on the whole store design, store layout and other aspect of the store environment. Two basic objectives of in-store marketing are: 1. To design the store for simple in-house direction; and 2. To construct a positive store ambiance. Attractive displays by retailers can lead consumer to let go the time and attempt required to go further to more distant stores. This technique advises that consumers shop at the stores where they can get maximum satisfaction, considering both retail characteristics and shopping expenses. Pleasant shopping atmosphere positively affects the shopping time and the money that customers spend in a store as well as the emotion of shopping (Kim and Jin, 2001). Sinha and Banerjee (2004) contend that convenient stores consumer append more significance to merchandise display. These shoppers prefer to visit those stores that have depth and width of products. The importance of relationship/comfort level with the retailer is stressed with regard to grocery stores. Fig 5 Framework for examining store preferences in an evolving market. Source: Sinha and Banerjee (2004). The above framework is tested and it demonstrates that the basic drivers of the store loyalty can be deriving in 3 groups. Risk Reducers Choice Enhancers Shopping Experience Enhancer. Products displays have significant effect on retailing where self service is applicable. The displaying strategy helps to the consumers and most of the time it result in to increase in the sales. And higher sales mean higher the profit. Merchandising consists of the following elements: Correct strategic placement in the store; Eye-catching and appealing display; Appropriate point of sale support media (e.g. labels, signs); and Legal requirements satisfied. The purpose of the best product display collection requires information about feature such as: 1. Market value of the place available for particular product and 2. Market assessment for sustainability of the available products. 2.2.4 Product Assortment Efficient merchandising approach can collect large plunder in todays marketplace. Effective category management is essential for retailing. It is difficult that stores improve their service by enabling consumers with the products they demanded. Adopting a more strategic approach to merchandising can collect big rewards by increasing sales, increasing step and ultimately increasing turnover (Clark, 2003). Halepete et al. (2005) recognized that, in the past, when competitors were not much strong, a store could object a broad range of consumers. But retailing trends indicate that it is becoming significant to make happy consumers needs. Assortment management is one of the significant factors in merchandising. For a business to attain consumer loyalty, the steps in the below diagram need to be followed. This model can be utilized by retail outlets managers to get an idea about different factors that should be considered while merchandising. Importance on the each factor should be given based on area of the store. Information received from this model can help in to increasing the sales. Normally customer doesnt like to go home with empty hand if their first choice product is not available or out of stock, consumers go for the substitution with in the same product category, but for different size, color or brand. In spite of enormous hard work of suppliers and retailers in the fast-moving-consumer-goods (FMCG) channel to adopt the efficient consumer response practices, lots of have not realized expected benefits. Traditional retailers are not able to give price benefits, collection verity to the consumers and it is difficult for them to fulfill the each and every customers need. Because of that customers normally switch over to the other retailers where they can get the satisfaction. Whereas convenience stores have advantage of the consumer centric assortment which improve their performance. Some loyal customers can make store profit making unit. It is possible that not all the categories they have are profit making but out of that one or two may be cover the profit of all the categories. Category management will boost consumer loyalty to the retailer and to the brand, since the plan consumer will be able to without any difficulty find their preferred brands at a fair price in one outlet duri ng each shopping experience (Dupre and Gruen, 2004). 2.2.5 Store Floor Space Floor space should be utilized in such a way that it make easier shopping experience and make possible easy communication between staff, staff and consumers. The core requirements are enough space to move around the store, ease of access from outside the store and clear navigation and displays. Stores can make their branding by this way and make it memorable window displays etc. utilizing better point of sale, personal touches to encourage customer loyalty, graphics, highlighting prices and age ranges in busy areas (Cowles, 2002). In the above figure it is shows a number of huddle have appeared on consumers psychological associations. Major, four leading motivational prototype emerged which include fr