The Golden Lily Chapter 23

IT TOOK SONYA a few days to recover, thus delaying her return to Pennsylvania. When she was ready to go to the airport, I offered to drive her. The rental car had been found, but Dimitri was using it to clean up after the mission. Within twenty-four hours, the Warriors had vacated their compound, which had turned out to be a rental facility generally used for retreats. They'd left almost no trace of their presence behind, but that hadn't stopped the guardians from scouring every inch of the abandoned compound. â€Å"Thanks again,† Sonya told me. â€Å"I know how busy you must be.† â€Å"It's no problem. It's the weekend, and anyway this is what I'm here for – to help you guys.† She laughed softly to herself. Her recovery in the last couple of days had been remarkable, and she now looked as pretty and bright as usual. She wore her auburn hair down today, letting it fall in fiery waves around the delicate lines of her face. â€Å"True, but it seems like you keep having to go above and beyond your job description.† â€Å"I'm just glad you're okay,† I said earnestly. I'd grown close to Sonya and was sad to see her go. â€Å"Back in that arena†¦ well, it was kind of terrifying.† Some of her amusement faded. â€Å"It was. I was out of it most of the time and not really able to process what was going on around me. But I do remember your words. You were pretty amazing, not to mention brave, to face down that crowd and defend me. I know how hard it must have been to be in opposition with your own kind.† â€Å"Those people are not my kind,† I said adamantly. Some part of me wondered exactly who my kind were. â€Å"What's going to happen to your research now?† â€Å"Oh, it'll continue back East. Dimitri will be returning soon too, and there are other researchers who can help us at Court. Having an objective spirit user like Adrian was extremely useful, and we've got plenty of data to keep us busy now, thanks to the blood samples and aura observations. We'll let Adrian continue with his art and get in touch later if we need him again.† I still couldn't shake the guilt over how my refusal to give more blood had indirectly resulted in Sonya's kidnapping. â€Å"Sonya, about my blood – â€Å" â€Å"Don't worry about it,† she interrupted. â€Å"You were right about me being pushy and also that we need to focus on Dimitri first. Besides, we might be making some headway with getting Alchemist help.† â€Å"Really?† Stanton had seemed pretty against it when we spoke. â€Å"They said yes?† â€Å"No, but they said they'd get back to us.† I laughed. â€Å"With them, that's a pretty positive answer.† I fell silent for a moment, wondering if this meant everyone would forget about my blood. Between the Warriors and the potential of Alchemist aid, surely my blood was no longer important. After all, initial study had found nothing special. No one had any reason to worry about my blood anymore. Except, the thing was†¦ I was kind of worried. Because no matter how much I dreaded being experimented on, that nagging question wouldn't leave me alone: Why hadn't the Strigoi been able to drink my blood? Sonya's earlier mention of auras reminded me of another burning question. â€Å"Sonya, what does purple mean in someone's aura? Adrian says he saw it in mine but won't tell me what it is.† â€Å"Typical,† she said with a chuckle. â€Å"Purple†¦ well, let's see. From what I've observed, it's a complex color. It's a spiritual but passionate color, tied to those who love deeply and also seek a higher calling. It's interesting in that it has such depth. White and true gold tend to be the colors associated with higher powers and metaphysics, just as red and orange are linked to love and baser instincts. Purple kind of has the best of all of those. I wish I could explain it more clearly.† â€Å"No, that makes sense,† I said, pulling into the airport's circle driveway. â€Å"Kind of. It doesn't exactly sound like me, though.† â€Å"Well, it's hardly an exact science. And he's right – it's there in you. The thing is†¦Ã¢â‚¬  We'd stopped at the curb, and I saw her studying me carefully. â€Å"I've never noticed it before. I mean, I'm sure it's always been there, but whenever I looked at you, I just saw the yellow of most intellects. Adrian isn't as adept at reading auras as I am, so I'm surprised he noticed what I missed.† She wasn't the only one. Spiritual, passionate†¦ was I really those things? Did Adrian believe I was those things? The thought made me feel warm all over. Elated†¦ and confused. Sonya seemed like she was about to say more on the matter and then changed her mind. She cleared her throat. â€Å"Well, then. Here we are. Thank you again for the ride.† â€Å"No problem,† I said, my mind still swimming with visions of purple. â€Å"Have a safe trip.† She opened the car door and then paused. â€Å"Oh, I have something for you. Clarence asked me to give it to you.† â€Å"Clarence?† Sonya rustled through her purse and found an envelope. â€Å"Here you are. He was pretty adamant you get it – you know how he is when he gets worked up about something.† â€Å"I do. Thanks.† Sonya left with her luggage, and curiosity made me open the envelope before I drove away. Inside was a photograph, showing Clarence and a young guy, close to my age, who looked human. The two of them had their arms around each other and were smiling at the camera. The unknown guy had straight blond hair that just barely brushed his chin and stunning blue eyes that stood out against suntanned features. He was extremely handsome, and although his eyes mirrored his smile, I thought there was a little sadness too. I was so caught up in his good looks that I didn't notice his tattoo right away. It was on his left cheek, an abstract design made of clustered crescents of various sizes and orientations, lying together so that they almost looked like a vine. It was exotic and beautiful; the rich indigo ink a near match for his eyes. Studying the design more closely, I noticed something familiar about its shape and swore I could see a faint glimmer of gold edging the blue lines. I nearly dropped the picture in shock. The crescents had been tattooed over an Alchemist lily. I flipped the picture over. One word was scrawled on it: Marcus. Marcus Finch, whom the Warriors had claimed was an ex-Alchemist. Marcus Finch, whom the Alchemists had claimed didn't exist. The crazy thing was, unless someone locked away like Keith counted, there were no â€Å"ex-Alchemists.† You were in it for life. You couldn't walk away. Yet, that obscured lily spoke for itself. Unless Marcus had had a name change that somehow eluded the Alchemists, Stanton and the others were lying to me about knowing who he was. But why? Had there been some rift? A week ago, I would have said it was impossible that Stanton wouldn't tell me the truth about him, but now, knowing how carefully information was parceled out – or not – I had to wonder. I stared at the picture a few more moments, caught up in those haunting blue eyes. Then, I tucked it away and returned to Amberwood, resolved to keep the photograph a secret. If the Alchemists wanted to deny Marcus Finch's existence to me, I would let them continue until I figured out why. That meant my only lead was Clarence and the absent Warriors. Still, it was a start. Somehow, sometime, I was going to find Marcus Finch and get my answers. I was surprised to see Jill sitting outside our dorm when I walked in. She was in the shade, of course, still able to enjoy the nice weather without the sun's full force. We'd finally moved into a sort of autumn around here, not that eighty was what I usually associated with brisk fall weather. Jill's face was pensive, but she brightened a little when she saw me. â€Å"Hey, Sydney. I was hoping to catch you. Can't find you anymore without your phone.† I made a face. â€Å"Yeah, I need to replace that. It's been a huge pain.† She nodded in commiseration. â€Å"Did you drop Sonya off?† â€Å"She's on her way back to Court and Mikhail – and hopefully a much more peaceful life.† â€Å"That's good,† said Jill. She glanced away and bit her lower lip. I knew her well enough by now to recognize the signs of when she was bracing to tell me something. I also knew better than to push the matter, so I waited patiently. â€Å"I did it,† she said at last. â€Å"I told Micah it's over†¦ really over.† Relief flooded me. One less thing to worry about. â€Å"I'm sorry,† I said. â€Å"I know that must have been hard.† She brushed curly hair away from her face as she considered. â€Å"Yes. And no. I like him. And I'd like to keep hanging out with him – as friends – if he wants to. I don't know, though. He took it kind of hard†¦ and our mutual friends? Well†¦ they're not very happy with me right now.† I tried not to groan. Jill had made such headway with her status here, and now it could be shattered. â€Å"But it's for the best. Micah and I live in different worlds, and there'd be no real future with a human anyway. Besides, I've been thinking a lot about love†¦ like, epic love†¦Ã¢â‚¬  She looked up at me for a moment, her gaze softening. â€Å"And that wasn't what we had. Seems like if I'm with someone, that's what I should feel.† I thought epic love was kind of a stretch for someone her age but didn't say so. â€Å"Are you going to be okay?† She snapped back to reality. â€Å"Yeah, I think so.† A small smile played over her lips. â€Å"And once this has passed, maybe Eddie will want to go out sometime – away from campus, of course. Seeing as we're ‘related.'† Her words were almost a repeat of what I'd heard the other night at Clarence's, and I stared in surprise as realization dawned on me. â€Å"You don't know†¦ I thought you would since Angeline's your roommate†¦Ã¢â‚¬  Jill frowned. â€Å"What are you talking about? What don't I know?† Oh God. Why, oh why, did I have to be the one to deliver this news? Why couldn't I be locked away in my room or the library doing something enjoyable, like homework? â€Å"Eddie's, um, asked Angeline out. I don't know when it's going to happen, but he decided to give her a chance.† He hadn't borrowed my car, so presumably there'd been no date yet. Jill looked stricken. â€Å"W-what? Eddie and Angeline? But†¦ he can't stand her†¦Ã¢â‚¬  â€Å"Something changed,† I said lamely. â€Å"I'm not sure what. It's not like, er, epic love, but they've gotten closer these last few weeks. I'm sorry.† Jill seemed more devastated by this than breaking up with Micah. She looked away and blinked back tears. â€Å"It's okay. I mean, I never encouraged him. He probably still thinks I'm dating Micah. Why should he have waited around? He should have someone.† â€Å"Jill – â€Å" â€Å"It's okay. I'll be okay.† She looked so sad and then, amazingly, her face grew even darker. â€Å"Oh, Sydney. You're going to be so mad at me.† I was still thinking of Micah and felt totally confused at the topic change. â€Å"Why?† She reached into her backpack and pulled out a glossy magazine. It was some kind of southern California tourism one, with articles and ads highlighting the area. One of the pages was marked, and I turned to it. It was a full-page advertisement for Lia DiStefano, a collage of pictures of her various designs. And one of the photos was of Jill. It took me a moment to catch it. The picture was a profile shot, with Jill in sunglasses and a fedora – as well as that peacock-colored scarf Lia had given her. Jill's curly hair streamed out behind her, and the angles of her face looked beautiful. If I hadn't known Jill so well, I would never have identified her as this chic model – though it would certainly be obvious that she was a Moroi to anyone who knew what to look for. â€Å"How?† I demanded. â€Å"How did this happen?† Jill took a deep breath, ready to accept her blame. â€Å"When she dropped off the costumes and gave me the scarf, she asked if I'd let her take a picture to see how the colors photographed. She had some of the other accessories in the car, and I put those on too. She wanted to prove to me that with the right coverage, she could hide my identity. But I never thought†¦ I mean, she didn't say she'd use it. God, I feel so stupid.† Maybe not stupid, but certainly naive. I nearly crumpled up the magazine. I was furious at Lia. Part of me wanted to sue for using a picture of a minor without permission, but we had much bigger problems. How wide was this magazine's circulation? If Lia had only put Jill's photo on display in California, maybe no one would recognize her. Still, a Moroi model could raise eyebrows. Who knows what kind of trouble this was going to cause for us now? â€Å"Sydney, I'm sorry,† said Jill. â€Å"What can I do to fix this?† â€Å"Nothing,† I said. â€Å"Except to stay away from Lia.† I felt ill. â€Å"I'll take care of this.† I really didn't know how, though. I could only pray no one noticed the picture. â€Å"I'll do whatever you need if you think of something. I – oh.† Her eyes lifted to something behind me. â€Å"Maybe we should talk later.† I glanced back. Trey was walking toward us. Another problem to deal with. â€Å"Probably a good idea,† I said. Jill's heartache and publicity would have to go on the back burner. She left as Trey came to stand beside me. â€Å"Melbourne,† he said, attempting one of his old smiles. It faltered a little. â€Å"I didn't know you were still around,† I said. â€Å"I thought you'd left with the others.† The Warriors had scattered to the wind. Trey had said before that they traveled for their â€Å"hunts,† and Master Angeletti had also mentioned gathering from various places of the country. Presumably, they had all returned to where they'd come from. I'd thought Trey would simply disappear as well. â€Å"Nope,† he said. â€Å"This is where I go to school, where my dad wants me to stay. Besides, the other Warriors never had a permanent base here in Palm Springs. They'll move on to wherever†¦Ã¢â‚¬  He couldn't finish, so I did. â€Å"Wherever you get a tip-off about monsters you can brutally execute?† â€Å"It wasn't like that,† he said. â€Å"We thought she was one of the Strigoi. We still do.† I scrutinized his face, this guy I'd thought was my friend. I was pretty sure he still was. â€Å"Not you. That's why you threw the fight.† â€Å"I didn't,† he protested. â€Å"You did. I saw you hesitate when you could have taken out Chris. You didn't want to win. You didn't want to kill Sonya because you weren't sure she really was Strigoi.† He didn't deny it. â€Å"I still think they should all be destroyed.† â€Å"So do I.† I reconsidered. â€Å"Well, unless there's a way to save them all, but that's unclear.† Despite how much I'd said while advocating for Sonya, I wasn't quite comfortable letting him on the secrets and experiments. â€Å"If the Warriors travel around, what'll happen the next time they're in this area? Or even ll.A.? Will you join them again? Will you travel to the next hunt?† â€Å"No.† The answer was hard. Blunt, even. Hope surged in me. â€Å"You've decided to split off from them?† The emotions on Trey's face were hard to read, but they didn't look like happy ones. â€Å"No. They decided to cut us off – me and my dad. We've been outcast.† I stared for a few moments, at a loss for words. I didn't like the Warriors or Trey's involvement, but this wasn't quite what I'd been trying to achieve. â€Å"Because of me?† â€Å"No. Yes. I don't know.† He shrugged. â€Å"Indirectly, I guess. They don't blame you personally or even the Alchemists. Hell, they still want to team up with the Alchemists. They figure you just behaved in your typically misguided way. But me? I'm the one who pushed to let you in, who swore everything would be fine. So, they blame me for the lapse of judgment and fallout that came from it. Others are taking the blame too – the council for agreeing, security for not stopping the raid – but that doesn't make me feel better. Dad and I were the only ones exiled.† â€Å"I†¦ I'm sorry. I never thought anything like that would happen.† â€Å"Wasn't your place to,† he said pragmatically, though his tone was still miserable. â€Å"To a certain extent, they're right. I was the one that got you in. It is my fault, and they're punishing my dad for what I did. That's the worst part of all.† Trey was trying to play it cool, but I could see the truth. He'd worked so hard to impress his father and ended up causing the ultimate humiliation. Trey's next words confirmed as much. â€Å"The Warriors have been my dad's whole life. To be kicked out like that†¦ well, he's taking it pretty badly. I have to find a way to get back in – for him. I don't suppose you know where any easy-to-kill Strigoi are, do you?† â€Å"No,† I said. â€Å"Especially since none of them are easy kills.† I hesitated, unsure how to proceed. â€Å"Trey, what's this mean for us? I understand if we can't be friends anymore†¦ seeing as how I, uh, ruined your life's work.† A hint of his old smile returned. â€Å"Nothing's ruined for good. I told you, I'll get back in. And if it's not by killing Strigoi, who knows? Maybe if I learn more about you guys, I can bridge the gap between our groups and get us to all work together. That would score me some points.† â€Å"You're welcome to try,† I said diplomatically. I really didn't think that would happen, and he could tell. â€Å"Well, I'll figure something out then, some big move to get the Warriors' attention and get my dad and me back in with them. I have to.† His face started to fall again, but then there was a brief return of the phantom smile – though it was tinged with sadness. â€Å"You know what else sucks? Now I can't ask Angeline out. Hanging out with you is one thing, but even if I'm an outcast, I can't risk being friendly with Moroi or dhampirs. I especially can't date one. I mean, I'd figured she was one a while ago, but I could have played dumb. That attack in the arena kind of killed any chance of that. The Warriors really don't like them either, you know. Dhampirs or Moroi. They'd love to see them brought down too – they just think it's too hard and less of a priority right now.† Something about those words made me shiver, particularly since I recalled the offhand Warrior comment about eventually taking out Moroi. The Alchemists certainly had no love for dhampirs and Moroi, but that was a far cry from wanting to bring them down. â€Å"I gotta get going.† Trey reached into his pocket and handed over something that I was grateful to see. My phone. â€Å"Figured you were missing this.† â€Å"Yes!† I took it eagerly and turned it on. I hadn't known if I'd get it back and had been on the verge of buying a new one. This one was three months old and practically out-of-date anyway. â€Å"Thanks for saving it. Oh. Wow.† I read the display. â€Å"There are like a million messages from Brayden.† We hadn't spoken since the night of Sonya's disappearance. The mischievous look I liked so well on Trey returned. â€Å"Better get on that then. True love waits for no one.† â€Å"True love, huh?† I shook my head in exasperation. â€Å"So nice to have you back.† That earned me an outright grin. â€Å"See you around.† As soon as I was alone, I texted Brayden: Sorry for the radio silence. Lost my phone for three days. His response was almost immediate: I'm at work, due for a break soon. Come by? I thought about it. Seeing as I had no life-saving tasks right now, this was as good a time as any. I texted back that I'd leave Amberwood right away. Brayden had my favorite latte ready for me when I got to Spencer's. â€Å"Based on when you were leaving, I calculated when I would need to make it in order for it to be hot when you arrived.† â€Å"Thanks,† I said, taking it. I felt a little guilt that I had a greater emotional reaction to seeing the coffee than him. He told the other barista he was going on break and then led me over to a remote table. â€Å"This won't take long,† Brayden said. â€Å"I know you probably have a lot of things to do this weekend.† â€Å"Things are actually starting to lighten up,† I said. He took a deep breath, showing that same resolve and anxiety he'd had when asking me for future dates. â€Å"Sydney,† he said, voice formal, â€Å"I don't think we should see each other anymore.† I stopped mid-sip. â€Å"Wait†¦ what?† â€Å"I know how devastating this probably is for you,† he added. â€Å"And I admit, it's hard for me too. But in light of recent events, it's become clear you just aren't ready for a relationship yet.† â€Å"Recent events?† He nodded solemnly. â€Å"Your family. You've broken off a number of our social engagements to be with them. While that kind of familial devotion is admirable, I just can't be in that kind of volatile relationship.† â€Å"Volatile?† I just kept repeating his key words and finally forced myself to get a grip. â€Å"So†¦ let me get this straight. You're breaking up with me.† He thought about it. â€Å"Yes. Yes, I am.† I waited for some internal reaction. An outpouring of grief. The sense of my heart breaking. Any emotion, really. But mostly, all I felt was kind of a puzzled surprise. â€Å"Huh,† I said. That was apparently enough of a distraught reaction for Brayden. â€Å"Please don't make this harder than it is. I admire you a lot. You're absolutely the smartest girl I've ever met. But I just can't be involved with someone as irresponsible as you.† I stared. â€Å"Irresponsible.† Brayden nodded again. â€Å"Yes.† I'm not sure where it started, somewhere in my stomach or chest, maybe. But all of a sudden, I was consumed by uncontrollable laughter. I couldn't stop. I had to set down my coffee, lest I spill it. Even then, I had to bury my face in my hands to wipe away tears. â€Å"Sydney?† asked Brayden cautiously. â€Å"Is this some kind of hysterical-grief reaction?† It took me almost another minute to calm myself enough to answer him. â€Å"Oh, Brayden. You've made my day. You've given me something I never thought I'd get. Thank you.† I reached for the coffee and stood up. He looked completely lost. â€Å"Um, you're welcome?† I left the coffee shop, still laughing like a fool. For the last month or so, everyone in my life had gone on and on about how responsible I was, how diligent, how exemplary. I'd been called a lot of things. But never, ever, had I been called irresponsible. And I kind of liked it.

Frankenstein: Nature vs Nurture

Twins are commonly used to study the effects of nature versus nurture. Ones immediate surroundings define who they become later on in life. The environment plays a huge role in the development of humanity through cultivating personality, character, beliefs, and many different aspects in a person’s life. Different environmental influences provide for a variety of people. In terms of the literary selection Frankenstein by Mary Shelley, the author’s view on Nature vs.Nurture is that the development of an individual revolves around nature. Firstly, the creature conceals wantonly emotions due to the flagrant mistreatment of society. Frankenstein exclaims â€Å"The love of another will destroy the cause of my crimes, and I shall become a thing of whose existence everyone will be ignorant† (Shelley 106). If someone is being shown love and kindness, they will be prone to reciprocate these emotions.As Frankenstein is persuading Victor to create him a female he commiserate s with humanity exclaiming, â€Å"I shall feel the affections of a sensitive being and become linked to the chain of existence and events, from which I am now excluded† (Shelley 106). Long term advantages for learning behavior and for the development of physical and mental health are obtained through stabilizing secure, receptive, and nourishing relationships. The creature learns this is early on in life which is beneficial, so he can carry out illustrious and consistent acts which is the key sustaining the foundation of a prevailing lifestyle.At first, the creature is destitute in expressing himself, however as he matures, he is able to manifest dissimilar emotions. Frankenstein verbally analyzes himself through concluding, â€Å"I am malicious because I am miserable. Am I not shunned and hated by all mankind† (Shelley 104). Learning through the acts of society and constantly being around certain attitudes attaches to the creature’s senses and he adapts. By vir tue of observing and grasping certain ideals of life.

Attitudes Against Homosexual Women in Rural Areas

Attitudes Against Homosexual Women in Rural Areas Issues in Sexuality Coming out and living as lesbians and gay men in regional and rural areas (Peer-Reviewed) Hypothesis The attitudes and perspectives about homosexuality in Western society have undergone through periods of both tolerance/acceptance as well as periods in which gay men and lesbians were looked down upon or even prosecuted. This paper tests the hypothesis that the negative attitudes against women are exacerbated in rural areas (Gottschalk., 2008). Data collection The study was mainly conducted through questionnaires and interviews. Profile of Group Researched The respondents in the study were recruited at random from lesbian and gay social groups. However, since a concise demographic profile of the gay men and lesbian population did not exist in some regions in Victoria, this research cannot claim to be representative to all homosexual persons in this region (Gottschalk., 2008). Table 1 Age of Respondents at time of study Women Men Age n = 55 % n = 40 % Less than 20 2 3.6 5 12.9 20 to 24 7 12.6 7 17.9 25 to 34 14 25.4 9 23.1 35 to 44 22 40.2 16 41.0 45 to 54 8 14.6 0 0 55 or older 2 3.6 2 5.1 Missing value 1 Results Table 2 The age of first realization of same-sex attraction Age Women % Men % Less than 10 16.4 23.1 10 to 14 29.1 35.9 15 to 19 29.1 33.3 20 to 24 3.6 0 25 to 34 12.7 5.1 35 to 44 5.5 2.6 45 to 54 3.6 0 55 or older 0 0 According to the table 2 above, it was found that while more women than men formed their sexual identity during the adult stages, more men than women identified themselves as homosexuals at a younger age. Table 3 Marital Status Women Men Marital status n = 55 % n = 40 % Never married 28 50.9 32 82.1 Currently married 4 7.3 4 10.2 previously married 23 41.8 3 7.7 Missing value 1 It was found that 41.8% of lesbians had been married previously compared to 7.7% of men. Table 4: Current Relationship status Women Men    n % N=39 % Not in a relationship at present 20 36.4 23 59.0 In a relationship with a woman 34 61.8 0 0 In a relationship with a man 1 1.8 16 41.0 The study found that 61.8% of women were currently in a relationship as compared to only 41% of men. It was also found that findi ng partners in rural areas was more difficult compared to urban areas (Gottschalk., 2008). Interpretation and conclusion The study shows that both young people as well as those who form their homosexual identities during adulthood do so in a stigmatized social environment. It confirms that gay men and lesbians in rural regions face more challenges as compared to those living in urban areas. The respondents in the study agree that what is deemed as absence of services and support in rural areas has made embracing a gay or lesbian lifestyle more difficult. This is due to the higher rate of hostility, discrimination, and social stigma combined with negative stereotypes (Gottschalk., 2008). Homophobic? Maybe You are Gay (Popular Media) Hypothesis In an article published by the New York Times in April 2012, the question is raised as to why public figures so often in the frontline of anti-gay rights campaigns are found in same-sex partner scandals. The article generally proposes that when homosexual urges are repressed due to fear or shame, these urges can manifest themselves as homophobia. This process is known as ‘reaction formation.’ This refers to the fight with one’s external environment against feelings that have been inwardly repressed. The articles hypothesis is quite compelling, even offering an example Ted Haggard, a well-known evangelist who advocated against homosexuality and termed it a sin. During his apology speech for his involvement in homosexuality he admitted that he advocated so strongly against homosexuality so fiercely partially due to his struggle with it (Ryan & Ryan, 2012).

The Challenges to IPR Posed by the Internet Term Paper

The Challenges to IPR Posed by the Internet - Term Paper Example The Internet has revolutionized the availability of information and legal boundaries of digital property have been subject to increasing uncertainty in a knowledge-based economy. Information is the new mantra that spells success in the modern world. Intellectual capital is important and the use of business worldwide webs spells power. Before the advent of the Internet and technology, it was physically a tedious job to reproduce and distribute plagiarized copied of copyrighted works in a physical environment and making of such copies was also a relatively expensive process. However, as Lawrence Lessig points out, the online environment is so structured that a page can be copied without leaving a trace so that the footprints of the pirate are difficult to track.   Hannabuss has highlighted the ethical issues that arise in the realm of intellectual property because through the facility of the Internet,   infringement has become increasingly easy, and it is a simple matter to â€Å" pass off† someone else’s creation as one’s own. IP rights that were once deemed to be adequate to exercise the right mix of control between preserving the creativity and economic incentive of the copyright owner vis a vis the use of the material by the public for fair dealing purposes, is being challenged by the jumps in technology. The evolution of the electronic medium for the purpose of transacting business has created a complex set of legal issues that are at variance with already established legal precedents.   

Aspects of Policing Research Paper Example | Topics and Well Written Essays - 1250 words

Aspects of Policing - Research Paper Example Democracy and Disorder Beginning in the civil war era, our nation experienced one of the most deadly riots on American shores known as the "anti-draft riots," which rocked New York City shortly after the Battle of Gettysburg in 1863. While the estimates vary, most historians agree that about 100 soldiers and civilians, many of whom were African Americans who were targeted as the reason Lincoln was fighting the war in the first place, were killed. Federal soldiers had to be diverted from around Washington D.C. to quell the outrage (Encyclopedia of War & American Society, 2005). The rise of organized labor near the turn of the century meant that organized police forces were even more important than ever. Several state police forces had their beginnings and endings related to the use of police as strike breakers in factories and on railroad holdings. This had the adverse effect of developing resentment by legislatures in various parts of the country towards police who had been used to e nforce the power of management over unions (Johnson, 2003). During World War II, young Hispanic men whose attire was unique, fought with soldiers and sailors home on leave during the so-called "zoot suit" riots in Los Angeles, California. Servicemen who were dating the Hispanic women of Los Angeles were involved in numerous brawls with Hispanic men over the rights to courtship. The police were often accused of enforcement that was prejudicial to the Hispanic men (Wilson & Taub, 2006). The 1960s brought the "Civil Rights Movement" into American consciousness, and was anything but boring for law enforcement. Protest marches, sit-ins, and demonstrations, particularly in the South, brought National Guard troops out as well as police dogs and horses to attack passive, mostly Black Americans expressing their constitutional rights. As free speech was taken to another level at Berkeley in 1964, America watched as students crusaded while yelling four letter words (Stevens, 2002). Television and the media were beginning to play a role in the American psyche of social unrest. Images of the Harlem riot of 1964 were brought to us by virtue of television (Johnson, 2003). The images of New York cops ducking and dodging the rocks and heavy masonry being dropped on them from skyscrapers and firing their side-arms at the roofs on occasion were brought into American living rooms. Less than a year later, in August 1965, two brothers would fight with California Highway Patrol during an arrest, and the Los Angeles Police Department would get the blame for starting the Watts Riot (Johnson, 2003). Innumerable buildings shooting flames into the night sky and looters carrying televisions and appliances away from shattered businesses would be occurrences that the American public would see again and again (Johnson, 2003). Riots seemed to engulf the nation in 1967 and 1968, especially in the wake of the assassination of Dr. Martin Luther King. By the late 1960s through the early 1970s, co untless protests over the Vietnam War dragged on and inflamed groups large and small (Johnson, 2003). Then on May 4th, 1970, four university students would be slain by a volley of fire from the Ohio National Guard. The effect of Kent State was considered by many media analysts as one of the most unnecessary and yet most momentous events leading up to the popular disavowal of the war in public opinion polls (Kelner and Munves,

Paper of Qualitative Methods course Essay Example | Topics and Well Written Essays - 3750 words

Paper of Qualitative Methods course - Essay Example One of the main elements and aspects of Omans economy was the quest to diversify the economy and enhance and promote different sectors, which included tourism as a means of generating foreign exchange (Daher, 2007). In order to enhance the nations tourism potential, there is the need for Omans human resource base to be improved significantly. To this end, there is the need for a structured and critical study to be conducted into the countrys human resource base in the tourism sector, identify issues and analyse the options available for improvement. The aim of this paper is to present a research-design on how "tourism education can be enhanced in order to promote human resource management in the tourism industry of Oman". In order to attain this end, the following objectives will be explored: In order to conduct a qualitative research, there is the need for the researcher to utilise various research methods and research processes. This will enable the researcher to undertake a critical review of the facts and circumstances and come up with a theory or explanation to a social matter or situation. The essence of qualitative research methods lie in the fact that researchers need to find ways and means of universally analysing issues in order to come up with generally accepted conclusions. Banks identifies that there can be differing way of looking at the same issues and that several viewers may have different opinions on the same thing in the social sciences (2013). Therefore there is the need for some kind of consensus and conceptual frameworks that will enable researchers to conduct research and study issues in order to come up with acceptable conclusions. Banks (2013) goes on to identify five sociological modalities through which qualitative research is conducted. They include compositional interpretation, content analysis, semitoic analysis, psychoanalytical analysis and discourse analysis (Banks, 2013). This paper will investigate elements and

Marketing Research in Theory and Practice Essay

Marketing Research in Theory and Practice - Essay Example Marketing Research in Theory and Practice Before embarking upon discussing the research report on the given topic, it would be appropriate to define some concepts and terms used in the present study. â€Å"Marketing research†, according to the American Marketing Association, â€Å"is the function that links the consumer, customer and the public to the marketer through information-information is used to identify and define marketing opportunities and problems; generate, evaluate and refine marketing actions; monitor market performance; and improve understanding of marketing as a process.† In other words, marketing research refers to the systematic procedure for the collection and analysis of data regarding some specific market product. It enables the manufacturers, industries and companies to have a comprehensive and analytical assessment in respect of the views, preferences, requirements as well as prospects and perils of the consumers, retailers and stakeholders involved in sales and purchase of their product. The data gathered and interpreted during marketing research significantly supports the organizations draw out future plans according to the changing trends a nd scenario of the market. It is considerably helpful in enhancing the organizations’ volume of production and sales. â€Å"Marketing research† Zaidi & Javed opine, â€Å"concentrates on data collection related to market product while interacting with the consumers, gathering information from them and interpreting results about various aspects of a market product.†

Compairing Essay Example | Topics and Well Written Essays - 500 words

Compairing - Essay Example Let’s have a review of Ford Fiesta, a small car whose recommended price in Great Britain Pound (GBP) including taxes was 14,102 while excluding taxes it was 12,001. Prices shown herein are based on recommended retail price adjusted for equipment difference effective on Jan 1, 2010. Ford Focus, a Medium segment car, carried a recommended price including taxes, which was 20,247 while excluding taxes it was 17,231. Ford Mondeo’s recommended price inclusive of taxes was 24,309 while excluding taxes it was 20,688 GBP (European Commission, 2010). These car prices have been provided by the car manufacturers themselves through their associations (ACEA) and (JAMA). It should be noted that actual car prices may not be the same as recommended prices, as it depends on dealers to offer reduced prices and extra monetary benefits to their customers seeing the market trends (European Commission, 2010). Considering the Eurostat figures indicating reduced effect of inflation on car market in comparison to other products, the year-on-year change in actual car prices from January 2009 to January 2010 for the United Kingdom in % was 11.2 in nominal car price and 7.7 in actual car price (European Commission, 2010). In Small segment area A & B, Ford Fiesta has been one of the best selling cars whose prices for the three consecutive years from 2008 to 2010 are given below in percentages of prices in euro before taxes (European Commission, 2010). Incidentally, it would be interesting to compare in small segment the price behavior of Ford Fiesta with other cars like Peugeot 206/207, Renault Clio, Fiat Grande Punto/Punto and VW Polo. In 1/01/2008, Peugeot 206/207 price difference was 32.6%, which showed only a little increase of 32.7% in 1/01/2009 while in the next year i.e. 1/01/2010, Peugeot price difference was 39.7%. As we note down from the table 1, coming down from Peugeot, to Renault Clio, to Fiat Grande Punto to VW Polo to Ford Fiesta, all

English Paper on Sunday Morning and Swan and Shadow Essay

English Paper on Sunday Morning and Swan and Shadow - Essay Example The drifting of swam through water gives a pleasant feel to the readers as it takes a person to a place of peace where there is no complexity or fear. The way the writer of the poem has structured this poem reflects his creative skills and thoughts. The poem was written in the early 20th century and it shows that the poets of that time had a good sense of innovation and creativity. An interesting point in the poem is that the reflection of swam has not been shown as the reflection of the poem in the water. Had the writer done that, it would have produced a relatively ordinary feeling to the readers. The writer has continued the poem in the reflection instead of showing the reflection of text of the upper part of the poem. As far as the wording of the poem is concerned, there is not a smooth flow between them. At some points, the words do not seem to be joining with the next coming word but when a reader extracts the meaning of the whole sentence, the construction of words becomes logical. One cannot say that understanding the poem is easy because of the structure of sentences. A reader has to read the poem several times in order to get out of the Hollander’s frustrated and puzzled use of words and sentence construction. The structure of the poem makes it a bit difficult to read in a flow because the poem flows from the head of the swan to the neck and then shifts to the body part, which makes the reading somewhat difficult. A reader can question himself/herself whether he/she is reading the poem in a correct flow or there is some other way to read the poem correctly. Lack of periods and commas also make the reading of the poem more difficult than it actually appears to be. Continuously passing out memories and inadequacy of the memory to store the scenes form the theme of the poem. The writer might have tried to demonstrate that the world is not as simple as it appears to be. One has to go through various experiences of life to

Essay about poems Example | Topics and Well Written Essays - 750 words

About poems - Essay Example http://www.sparknotes.com. Browning uses nine stanzas of eight lines, each serving a specific function, as well as providing a rich variety of images, comparisons, and intonations. He takes advantage of poetic license, using both bestial and reflective sounds, bordering on the onomatopoeia-like ‘Gr-r-r-‘ and ‘He-he!’ as well as unbridled invective, like ‘Water your damned flower-pots, do’ and ‘Hell dry you up with its flames!’ He explores morality, the grumbling monk presenting himself as the model of virtue. After revealing his bitter feelings, he lists his grievances against the despicable Brother Lawrence, who he judges against his own standards. He finds the way Lawrence speaks of his flowers repulsive; that he talks at the table is a cross he has to bear, slyly injecting sarcasm with references to ‘parsley’ and ‘swine’. He accuses him of moral turpitude and poor table manners, not knowing how to close his plate after a meal. All the while, he is seeking ways of luring the ‘model’ Brother Lawrence to perdition, in direct contravention to what his vocation and dress symbolize. He abhors Lawrence and rages against him for reasons that seem trivial, which is where the poem has its most ironic yet exhilarating stanzas. He would like to send Lawrence ‘off to hell, a Manichee’ ¹. He also portrays Lawrence as a pagan who is worse than an Arian ² and would stoop to any level to indulge Belial ³ - three not so flattering comparisons- that too in an Abbey, the last place a monk would consider communing with the Devil! Few methods of expression are as powerful as the language of rage. This soliloquy is mainly an extended fit of rage brought on by his deeply rooted hatred of his alter ego, Brother Lawrence, giving an important clue to his seething mental state. To heighten the sarcasm, Browning makes ample use of punctuation marks rarely seen in poetry of that era.

Aboriginal Quality of Life in Canada Essay Example for Free

Aboriginal Quality of Life in Canada Essay The state of health and health care for Canadian Aboriginal people is currently not improving, â€Å"Canadian Aboriginals tend to bear a disproportionate burden of illness; an outcome linked to their economic and social conditions [and] oppression† (Newbold 1998). European contact would forever change the course of life for the Aboriginals and their communities in Canada. It was only after the encounter between the old world and new world that two completely separate ecosystems had interaction between each other. Both worlds changed in radical ways through people, plants, animals, varmints and pathogens, this is known today as the â€Å"Columbian Exchange†. The New pathogens introduced to the Indigenous people who had no immunity, caused major depopulation up to 80 90% during the 1500’s. See more: Recruitment and selection process essay This completely changed the Indigenous people and posed as a massive threat to extinction of their population and culture. Contact between the Canadian Aboriginals and European voyagers brought in a mass amount of deadly and infectious diseases. Some of the diseases included smallpox, typhoid, the bubonic plague, influenza, mumps, measles, whooping cough, and later on cholera, malaria, and scarlet fever. Smallpox was a virgin soil epidemic, meaning that it was the first outbreak ever to the population that has had no previous experience with it. The Aborigines of the new world had no immunity to smallpox and the entire population was in danger of extinction. At around that time smallpox had a very high mortality rate which broke down the Aboriginal communities social mechanisms. This brought forth the break down of social the devices which were built within the Aboriginal culture, because the people were unable to hunt and gather food for the elders. This caused great knowledge loss as the elders in the Aboriginal community would perish from the disease. The greatest example of this is when Spanish explorer Cortez defeated the Moctezuma at Tenochtitlan. Cortez, had only 500 soldiers going up against the Aztec population of 200,000. When the battle began Cortez surely should have been defeated but it was not the strength of his army but the diseases they had brought with them that defeated the Moctezuma. Smallpox and the other various diseases brought over from the old world to the new world contributed to millions of deaths, severely diminishing communities, and it some cases erasing populations and communities completely. The disease was not controlled until the 1870’s when vaccination campaigns were introduced and implemented. After the epidemic of contagious diseases had slowed the Canadian Aboriginals were in the midst of assimilation, residential schools were established in the mid 1850’s to the 1990’s. Residential school were implemented by the Canadian government to assimilate Aboriginal people into the dominant society. The Aboriginal children removed from their communities and placed in the Residential schools. â€Å"Children as young as three to age eighteen were removed from their homes, mostly forcibly, and placed in boarding schools, where they stayed isolated from their family, community, culture, and the rest of Canadian society† (Barton, Sylvia S., Thommasen, Harvey V.,Tallio, Bill ,Zhang, William, Michalos, Alex C. 2001 pg. 295). Residential schools assimilated Aboriginal populations, however in doing so drastically reduced the health of the children being forced to attend these schools. Children were beaten, raped and starved while attending these schools leaving them p hysically and mentally scarred for life. â€Å"Children who attended these schools, in particular, suffered from the loss of culture, identity, and language as residential school life altered the traditional ways of Aboriginal peoples and broke up traditional ways of Aboriginal family life. In addition to physical, sexual, mental, emotional, and spiritual abuse, many children who attended residential schools were exposed to unhealthy environmental conditions, as well as malnutrition. Low self-esteem and self-concept problems emerged as children were taught that their own culture was inferior and uncivilized, and it is believed that as a result, many residential school survivors suffer from low self-respect, and long-term emo- tional and psychological effects† (Barton, Sylvia S., Thommasen, Harvey V.,Tallio, Bill ,Zhang, William, Michalos, Alex C. 2001 pg. 296). The main aspect of the Residential schools was to make the children abandon their heritage and traditions taught to them by their Aboriginal communities. This is the most significant reason why today’s Aboriginal youth is confused about their culture and heritage. If the children were not separated from these traditions the Aboriginal youth may not have been so vulnerable to substance abuse and other from of health constraints. Canada in its present day does not have diseases like smallpox to destroy. Aboriginal populations, also Residential school have been eliminated and no longer assimilate the Aboriginal youth. Still, the deteriorating health conditions for the Aboriginal community are dangerously high. This is mainly because of poor quality of living conditions, very limited access to doctors or healthcare centers, and the major diseases that affect the modern world today. The Aboriginals that live in highly populated urban areas still have poor quality living standards. Nearly two thirds of the Aboriginal population lives in the western part of Canada, the majority being in 4 or 5 cities. The issues that are considered social detriments to Aboriginals in these regions are education, health care, employment, Aboriginal status, social exclusion, unemployment rates and job security. Society’s negative attitude towards Aboriginal people has been a significant link between their living conditions and the overall quality of life. As stated by Hanselmann â€Å"In spite of the size of the urban Aboriginal population†¦[the] discussion about treaties, self-government, finance, housing, and other issues focus exclusively on First Nation communities and rural areas†. This is a problem because the majority of the Aboriginal population is left out of the equation, â€Å"it ignores the urban realities†¦ [and] an acute public policy [should] therefore exist for broadening of perspectives to include not just on-reserve Aboriginal communities but also urban communities† (Hanselmann 2001 pg. 1). The Canadian Aboriginal populations living in urban areas have been exposed to worse living conditions, also â€Å"aboriginal families are over twice as likely to be lone parent families, and more likely to experience domestic violence† (Hanselmann 2001 pg. 4). Lone parents tend to have lower living conditions, therefore lowering the quality of health for Aboriginals. Emotional stress and poverty are common factors among single parent families; these cause children to have lower social capital because they are unable to be active to develop social skills. Consequently, children with a single parent will likely be subject to psychiatric disorders, social problems, and academic difficulties, which all can lead to further health problems and issues. Another major aspect regarding health and the quality of life of Canadian Aboriginal communities is education. In a study done by Michael Mendelson he states â€Å"The category â€Å"less than high school†Ã¢â‚¬ ¦the Aboriginal population fared much worse than the total population, with at least 54 percent failing to complete high school compared to 35 percent in the population as a whole† (Mendelson 2006 pg. 10). Urban populations of Aboriginals have more individual without the education of grade 12 then the rest of the country. Education is important to the quality of life for Aboriginal communities because â€Å"Aboriginal males and females contingent on whether or not they earn a high school diploma, attend technical school or go to university†¦results show that an Aboriginal male who drops out gives up over $0.5 million†¦[and a] female can earn over $1 million by obtaining a high school diploma† (Mendelson 2006 pg. 8-9). This can better the quality of living for Aboriginals through better health care and living conditions . Living conditions as stated before can severely decrease the health and quality of life of Aboriginal communities, but it is not the only factor. Aboriginal people have a high susceptibility to chronic diseases and HIV/AIDS causing a higher mortality rate, higher suicide rate, and the reason for high alcohol and drug abuse. The Aboriginal people of Canada â€Å"bear a disproportionately larger burden of disease and die a decade earlier than the average population†. This is a shocking reality but not more then knowing the mortality rate for children of Aboriginal decent, â€Å"the infant mortality rate for Aboriginals is double the national average†¦they experience high rates of infections, diabetes, substance abuse, renal disease, mental illness, and suicide† (Sin, D., Wells, H., Svenson, L., Man, P. 2002) . The two leading diseases that are currently affecting the Aboriginal population are cardiovascular disease/tuberculosis and diabetes. Cardiovascular diseases like tuberculosis among Aboriginal people are â€Å"more at risk than other Canadians of getting [a tuberculosis] infection. Some of the root causes are related to poor socio-economic conditions where they live† (Health Canada 2010). This is because Aboriginal people have significantly higher rates of smoking, glucose intolerance and obesity. Type 2 diabetes is a major problem among the Aboriginal youth and is increasing at a rapid rate. Health Canada says, â€Å"First Nations on reserve(s) have a rate of diabetes three to five times higher than that of other Canadians. Rates of diabetes among the Inuit are expected to rise significantly in the future given that risk factors such as obesity, physical inactivity, and unhealthy eating patterns are high† (Health Canada 2011). A reason for the high levels of diabetes in Aboriginal communities is because there is low participation in physical activities and traditional food is not consumed as much. Cardiovascular/Tuberculosis disease and diabetes considerably decrease the health and quality of life of the Aboriginal population. The Human Immunodeficiency Virus (HIV) and Acquired Immunodeficiency Syndrome (AIDS) are a very dangerous and major health concern for the Aboriginal population. HIV if left untreated will cause AIDS. HIV attacks the immune system, as the illness progresses it results in chronic and deadly infections. Health Canada states â€Å"HIV severely weakens the immune system, leaving people vulnerable to many different types of infections and diseases. HIV is transmitted through: unprotected sexual intercourse, needle-sharing and pregnancy/delivery through birth† (Health Canada 2010). Due to the lower level living conditions, low grade incomes, and under developed education are more probable to be exposed to HIV/AIDS. Aboriginal women in Canada are at higher risk of contracting HIV/AIDS â€Å"Aboriginal women constituted 49.6 percent of newly diagnosed HIV cases among Aboriginal people while Non-Aboriginal women comprise 20 percent of newly diagnosed† (Ship, Norton 2001 pg. 25). Injection of drugs is the major contributor to contracting HIV/AIDS for Aboriginal women, which stages the affects of drug use and disease and how it negatively affects the Aboriginal populations health. Substance abuse, such as drugs and alcohol, has been documented as having harmful affects to the human body. Aboriginal communities have been exposed to the addiction of these substances and have cause significant deterioration of the individual’s health and social attributes, ruining relationships within their families and community. As more and more Canadian Aboriginals become addicted to the substances the more the degradation of the community and weakening of the quality of life within the community. Aboriginals are more exposed to substance abuse then others. This puts them at risk of being introduced at a young age and taught it is a social norm. â€Å"My father was a chronic alcoholic. His parents had seven children and five died of alcoholism, including my father. My mom drank also and I started drinking at age eight. I was in and out of group homes and foster care and by the age of fifteen I was ordered to attend AA. I started on IV drugs at sixteen† (Chansonneuve, Deborah 2007). With the combination of alcohol, drugs, and smoking the Aboriginal population is seemly wasting away. The leading issue occurring today is the age at which Aboriginal youth are beginning to abuse substances. The use of these substances only enhances chance that youth will not complete their high school diploma, will be at greater risk for criminal offences, and will only get lower grade incomes. Aboriginals being highly vulnerable to disease as mention before (Tuberculosis/CVD, diabetes, and HIV/AIDS) add with the substance abuse, the Aboriginal population have greater health care needs then that of the Non-Aboriginal population. Bruce Newbold explains the greater need to access physicians for healthcare and needs for greater funding. â€Å"Analysis reveals that geographic location, as compared with Aboriginal identity, appears to have a large impact with respect to health status and use of physician services. On-reserve Aboriginals, for example, reported a lower likelihood of having seen a physician and were more likely to rank their health as fair or poor. Location also influenced perceived community health problems and solutions. Self-identified problems included drugs, cancer and arthritis, while corresponding solutions included education, counseling and service access. Although the problems and solutions were relatively consistent across space, they too varied in their importance. In general, the results tend to reinforce the determinants of health framework, suggesting that the provision of health services is insufficient to remove health disparities on its own. Instead, broader social-welfare provisions must be considered.† (Newbold 1998 pg. 59) It seems that Aboriginals who consider themselves of good health are considered to be actually of low health by the rest of society. From a Geographically view, Canadian Aboriginals on reserves do not have the same access to physicians as urban communities do. This causes Aboriginals on reserves to travel, which reduces the chance of them using a physician. The quality of proper health care is out of reach for most Aboriginal communities, mostly because of geographical isolation, cultural barriers and jurisdiction disputes by the federal and provincial government. Improving health conditions and the quality of life for Aboriginal people of Canadian current issue that solutions are being reviewed and implemented annually. The task is not easy because of the substance abuse and low education levels of the Aboriginal youth. Government politics play a huge role in the funding and improving the health care system for the Aboriginal communities, but over time the aboriginal people will have to look to themselves to improve their quality of life. Both Aboriginal and Non-Aboriginal people need to be more educated of the health risks concerning the Canadian Aboriginal population. The health of Aboriginals has not been treated in the proper manner Bruce Newbold explains â€Å"past attempts to improve aboriginal health status have tended to focus upon a narrow definition of health as the absence of disease or illness†¦this focus neglects a much broader range of determinants, including poverty, living conditions and education†. The government needs to put into prospective that â€Å"Improvements in health will likely depend on the improvements in the socioeconomic conditions faced by Aboriginals†¦by the direct participation of Aboriginals in the health reform process† (Newbold 1998 pg. 70). Therefore, to improve health condition in Canada for the Aboriginal population the people and the government cannot be narrow minded, every aspect that being social, financial or physical must be addressed. The major improvement of the Aboriginal financial economy and social conditions is needed to repair the deteriorating health and quality of life of the Aboriginal population. Aboriginal Health in Canada has drastically deteriorated since the first contact with European decedents. The early contagious diseases such as smallpox and tuberculosis have threated to destroy Aboriginal populations and now have become chronic diseases like CVD, diabetes and HIV/AIDS for existing Aboriginal communities. Substance abuse among youth and seniors mixed with low level education and poor living conditions are advancing the decline for the quality of life in Aboriginal communities in Canada. The Government and Aboriginal communities must work together and not have a narrow mind when solving these issues and implementing them in society. Improving the socioeconomic conditions in the regions of Aboriginal communities along with health care issues is the start to improve the quality of life for Aboriginals in Canada.

Web Database Based Inventory System

Web Database Based Inventory System Web database based inventory system is for management of items, orders, customers and payment. This system helps in Stock management, payment, and orders. This system allows conducting payment for customers and for ordered items in the purchase order. The main objective of this project is about the design of Web-based inventory system. Bakery feyasse use traditional paper based inventory system to manage his information concerning customer, ordered item, item and payment. There are several problems with this system such as time consuming, hard labour and sometimes lost of information. The sales growth and order misplacement cause a great deal of work for Bakery Feyasse. The manual system is prone to errors resulting major complaints from customers. The volume of data and complexity of analysis to be conducted seems overwhelming using their manual system which sometimes raises suspicions of returned results which are also difficult to correct or verify. After careful investigation, discussion thorough analysis of existing method, it was agreed that a new effective system is required to solve Bakery Feyasse problems. After reviewing the possible design choices, it was decided that MySQL database and PHP script language is the best economical fit for Bakery Feyasse system in terms of cost, ease of maintenance, interface design and upgradability using Microsoft windows platform. The database would be link to the companys website via PHP script language. The online server will enable employee to enter, create, update and delete information online. 1.1. Project objectives 1. To create a system that will assist the Bakery employee at their different task 2. To explore the ideas involved in the development of a web database inventory site. This web database inventory system will include the main function as following: Select data from database Update information into the database Delete information from database And add information into database The objectives of this project are: Design a relational database Implement this database Testing the new system Evaluate the system 1.2. Personal objectives My personal objective for this project is to complete the project on time. I set up a monthly time table to carry out different task. My enthusiasm is that after completing this project. I will gain more knowledge in computer technology. To enable me to succeed this project, I used the skills I gain last year in MySQL, and SQL. I also learn how to create a dynamic web site which I did not know. I learn new script language which is PHP. 1.2. 1. Career objectives Gain my BSc Honours Degree. Gain more skills in Programming language, Computing science and Information Systems Technologies. 1.2. 2. Academic objectives 1.Learn programming language such as PHP and MySQL Learn how to use PHP script language to create a form to retrieve information from website Learn how to connect MySQL Database with dynamic Website How to use PHP code to retrieve information from MySQL database How to create HTML form How to use HTML form to retrieve information from database How to create database table using MySQL application. 1.3. Project Limitations I am entirely conscious that my assignment is to create a web database system which is not an easy task and I am also aware of the short I have got to accomplish this task. So the time is my target. I am thinking of finish on time. Time management has been considered because; I also got one exam to prepare. 1.4. Gantt chart 1.5. Literature review At the start of my project, the researches have been made to gathering information because many activities go into the development of a new system. Understanding system requirements, choosing database-tier software, designing databases, and building the tier are the first steps in successful web database application development. The following issues have been explored: Information System Analysis Database Database management systems Database Server Database tier Information Systems Analysis System Analysis System Design This phase show how the system run. Prototype This phase will enable the employee to understand the functionality of the new system. Implementation Development of the new system Testing The new system is tested in order to verify its functions Database A database is a collection of related data. The data stored is rows, which make up a simple customers, items, orders and payment details. Database Management System Database Management System enables the users to retrieve relevant information. It refers to information infrastructures that compose of relevant information. Database system creates and maintains a database and enables individual business application to extract the data in order to create report. Database server Database server is a system designed to manipulate the database. Its function is to store, retrieve, and manage information. Its plays an important role in web services and provides the n-tier connection through the Internet users via their web browser. Database tier Database tier is the base of a web database application. In a three-tier architecture application, the database tier manages the data. The data management typically includes storage and retrieval of data, as well as managing updates, access by more than one middle-tier process, providing security, ensuring the integrity of data, and providing support services such as data backup. 1.6. Technical review The web based database inventory system is creating using MySQL application and PHP script language. The interface of the system is developed with Hypertext Markup Language (HTML). The system is accessible anywhere that have access to Internet. 1.6.1. Wed Based Database Systems development tools Dreamweaver CS3 Dreamweaver CS3 Dreamweaver is a full-featured Web application development tool. Its features not only assist with creation and editing Web pages, but also with managing and maintaining the entire Web site. MySQL MySQL implies the Client /Server architecture, which compose of a server process and client process. A server process manages the logical database management. A sever process takes of how the data is stored and organized. The client process would be described as process that accesses the server in order to store, retrieve, update and alter the database schema. SQL SQL (Structured Query Language) SQL used to communicate with most databases. You can manage your database, retrieve data from it, or add data to it using SQL queries. You build and send an SQL query to the database. The database responds by performing the action defined by the query or, if the database is unable to perform the requested operation, its returns error message with information about the problem. Cold Fusion ColdFusion is a tagged language, developed by Macromedia, who is also the developer of Dreamweaver. A stand-alone Web server is also included as part of ColdFusion. The stand-alone server is fine development, but you should use a more powerful Web site. ASP ASP Application Server Pages (ASP) is Microsoft technology. It built into IIS (Internet Information Server).When you use ASP technology; you have your choice of languages VBScript or JScript. When you set up your Dreamweaver site, you specify which language you want to use. 1.6.2. Web Based Database development technologies PHP PHP is a Scripting Language that is interpreted on the web server before the webpage is sent to a web browser to be displayed. This can be seen in the expanded PHP recursive acronym  PHP-Hypertext  Pre-processor. 1.7. Technologies used 1.7.1. PHP and MySQL PHP and MySQL work in combination, where the database is MySQL and the script language is PHP. How PHP and MySQL work together? PHP collect information and MySQL store information. PHP will create retrieve information form for the system, but MySQL keep the information in a format PHP. 1.7.2. Why use PHP and MySQL PHP and MySQL combine together make easy the development of a dynamic Web page. HTML creates useful web pages with the addition of PHP and MySQL where you can collect information. 1. 8. Methodologies Approach 1.8.1. Prototyping Prototyping is most appropriate methodology for systems that include data querying, online data updating, and on-line data reporting functions. It is used to create appropriate data access interfaces for users and to help identify the capabilities that users wants in the system, such as the options on a menu used by the a system. 1.8.2. Rapid Application Development Its basic process is to get systems personnel and users together in formal meetings, where they rapidly develop systems that provide users with their information needs. 1.8.3. Chosen Methodology Prototyping Methodology Development choice has been influenced by several factors: 1. Clarify the user requirements 2. Familiarity with the base technology 3. System complexity 4. Need for the system reliability 5. Time pressure 6. Need to see progress on the time schedule. 7. And when timelines are short because they best enable me to adjust the functionality in the system on the basis of a specific delivery date. CHAPTER 2 ANALYSIS 2.1. Bakery Feyasse profile Bakery Feyasse is a Bakery that was created by Malan Kouao in 1988. The business started in 1988 with one Bakery and after continuous progress a second Bakery has been created in 2008. The diagram below show the Bakery Structure Production manager Sale manager Manager Chairman Department manager Department manager Department manager Fig: Bakerys Feyasse structure 2.2. Existing system (appendices) The Bakery use traditional paper based where the employee checks the availability of the items by querying the items books, and fills the book by using paper and pen. Moreover the ordering process is made by pen and hand and it is time consuming to contact the production and it causes slow moving for the customer order and there is risk of mistake caused by the employee. All employee access the same data, share the same information .The salesperson check the availability of the items by querying the production department. The production department check the availability of the items from the book register manually. After knowing the availability, he fills up the availability book manually so that the salesperson will know which item is available. The account manager checks the stock items manually in order to re order the product. The information about the item, the customers, and the suppliers is kept in a temporary contact book 2.2. Current Systems The proposed system is a web based inventory system. The staff of each department can work peacefully at their department. The system allows the staff to fill up the order payment, the order, the item order form. The objective of the new system is to create an online access database to store all data concerning the Bakery. The main activities performed by the system are. The system provides data processing and storage. The system display system functionality. The system functionality is accessible by clicking selected task. The system will allow the staff to insert information through the selected page. The system will allow the staff to cancel information. The system will allow the staff to process a payment. The system will allow the staff to update information. 2.2.1. Benefits with current system 1. To increase the good organisation in item availability, customers details, orders, ordered items and payment data inputting by using database system. 2. Salespersons will be able to view the list of items produced by the production department anytime 3. Customers details can be kept 4. Order can be kept for future monthly report. System Requirement Analysis At this stage I met the user to obtain a detailed understanding of Bakery needs. A functional specification, process model, logical model are defined. Analysis of the problem where Bakery Feyasse try to find a solution with the new system Defining the problem Identify the problem causes Specifying the solution Identifying the users requirements, And identifying new opportunity for using new technology 2.2. Users Requirements Define the objectives of the new system and develop a detailed description of the function that the new system will perform The system provides data processing and storage. The system display system functionality. The system functionality is accessible by clicking selected task. The system allows the staff to insert information through the selected page. The system allows the staff to cancel information. The system allows the staff to process a payment. The system allows the staff to update information. The manager shall be able to do the job of the salesperson 2.3. System Specification The system would enable end-users (employee) to create, update information All information about customer, item, order and payment will be stored in a database, which the web database inventory system will display through different interfaces Allows the deletion and appends information Facility to query the database Enables the manipulation of sales activities Tracking user activities using the system 2.4. Use Cases Select order/customer details Add order/customer details Delete order/customer details Update order/customer details Use cases description (appendices) CHAPTER 3DESIGN 3.1. Architectural Design Logical design Physical design 3.1.1. Entities and Attributes Bakery Feyasse will have a relational database system with the following entities and attributes. customer (cust_id, cust_name, cust_address,cust_city) order(order_id,cust_id*,item_id*, quantity,item_price, total_price) payment(order_id*,payment_id, payment_type, payment_description, amount) item(item_id ,item_name, item_price, item_description) 3.1.2. Connecting To Database In order to issue MySQL data manipulation statements, we must specify a username, a password and a database to use. This information will have been provided by your systems adminsistrator. If you are running MySQL yourself, then skip ahead to the section on  Creating a Database in Part 6   then come back to this point. Either way you should now have in your possession a database name, a valid password for that database and a password. For the purposes of these workshops the following example values will be used. Database Name vworksDB Valid MySQL Username vworks Password mypass In order to log into MySQL correctly we must pass information to the MySQL client program when we start it. This is done with the following commands and syntax. $ mysql -u -p 3.1.2. Database Design using MySQL MySQL database is made up of database which contains tables. A table is a section of the database for storing information. mysql> show columns from item; ++-++++-+ | Field | Type | Null | Key | Default | Extra | ++-++++ | item_id | int(11) | NO | PRI | NULL | auto_increment | | item_name | varchar(50) | YES | | NULL | | | item_price | float(6,2) | YES | | NULL | | | item_description | text | YES | | NULL | | ++-++++-+ mysql> show columns from order; a refaire +-+-++++-+ | Field | Type | Null | Key | Default | Extra | ++-++++-+ | order_id | int(11) | YES | | NULL | | | item_id | varchar(50) | YES | | NULL | | | quantity | int(11) | YES | | NULL | | | item_price | float(6,2) | YES | | NULL | | | total_price | float(6,2) | YES | | NULL | | +-+-++++- mysql> show columns from customer; ++-++++-+ | Field | Type | Null | Key | Default | Extra | ++-++++-+ | cust_id | int(11) | NO | PRI | NULL | auto_increment | | cust_name | varchar(20) | YES | | NULL | | | cust_address | varchar(20) | YES | | NULL | | | cust_city | varchar(25) | YES | | NULL | | | cust_phone | varchar(25) | YES | | NULL | | ++-++++-+ mysql> show columns from payment; ++-++++ | Field | Type | Null | Key | Default | Extra ++-++++ | payment_id | int(11) | NO | PRI | NULL | auto_increment | order_id | int(11) | YES | | NULL | | order_date | date | YES | | NULL | | payment_type | varchar(10) | YES | | NULL | | payment_description | varchar(20) | YES | | NULL | | amount | float(6,2) | YES | | NULL | ++-++++ 3.4. Database Normalisation (Appendices) 1NF customer(cust_id,cust_name,cust_address,cust_city) order (order_id, cust_id*,item_id*, quantity, item_price,total_price) payment(order_id*,payment_id,payment_type,payment_description,amount) 2NF customer(cust_id,cust_name,cust_address,cust_city) order (order_id,cust_id*,quantity,total_price) payment(order_id*,payment_id,payment_type,payment_description,amount) item(item_id ,item_name, item_price,item_description) 3NF customer(cust_id,cust_name,cust_address,cust_city) ordered_item(order_id,quantity,total_price) payment(order_id*,payment_id,amount) item(item_id ,item_name, item_price, item_description) payment_type(payment_type,payment_description) 3.5. Entity Relationship There are three kinds of relationship. One-to-one relationship means that one of each thing is used in the relationship One-to-many relationship means one row in one table is linked to many row in another table. Many-to-many relationship means many rows in one table are linked to many rows in another table. 3.5. SQL QUERIES Talking to Databases Using SQL SQL is an abbreviation for Structured Query Language. It is a surprising natural language that allows us to talk to relational databases, such as MySQL, to request and modify data. It also allows us to get information about and modify the framework that contains the data, databases themselves, and tables within them. The queries formed with SQL can range from the simple to the very complex, which makes it an extremely powerful tool for working with data Inserting, Updating, Selecting and Deleting. Insert data into database table The INSERT INTO statement is used to add new record in a table. Syntax INSERT INTO table_name VALUES (value1, value2à ¢Ã¢â€š ¬Ã‚ ¦) [reference] mysql> INSERT INTO CUSTOMERS VALUES( -> 10,Gnahore Hortense,34 webster road,Bermondsey), -> (11,Kouakou Nkruma,10 salisbury court,London); mysql> SELECT * FROM CUSTOMERS; ++++ | CustID | NAME | ADDRESS | CITY ++++ | 10 | Gnahore Hortense | 34 webster road | Bermondsey | 11 | Kouakou Nkruma | 10 salisbury court | London ++++ Select data from a database table. The SELECT statement is used to select data from a database. Syntax SELECT column_name [reference] FROM table_name mysql> SELECT * FROM CUSTOMERS; ++++ | CustID | NAME | ADDRESS | CITY ++++ | 10 | Gnahore Hortense | 34 webster road | Bermondsey | 11 | Kouakou Nkruma | 10 salisbury court | London ++++ Update data in a database existing records in a table. The UPDATE statement is used to modify data in a table. Syntax UPDATE table_name SET column1=value, column2=value2à ¢Ã¢â€š ¬Ã‚ ¦ [Reference] WHERE some_column=some_value. mysql> UPDATE CUSTOMERS -> SET ADDRESS =45 clement road -> WHERE CustID =11; Delete data in a database The DELETE FROM statement is used to delete records from a database. Syntax DELETE FROM table_name WHERE some_column= some value [reference] 3.6. Web Database Structure Home page Description of home page: 3.6.1. Menu structure BAKERY FEYASSE MAIN MENU CUSTOMER ITEM ORDER PAYMENT Page description: 3.6.1.1. Order page structure BAKERY FEYASSE ORDER SELECT ORDER ADD ORDER UPDATE ORDER DELETE ORDER Page description: 3.6.1.2. Select Order page 3.6.1.3. Add Order Page 3.6.1.4. Update Order page 3.6.1.5. Delete Order page SQL is not exclusive to MySQL, nor should it be mistaken as being a part of PHP. Its also not the only database query language out there. It is, however, the most popular. If you learn how to speak SQL, that knowledge translates to a range of other popular database products. Working with Existing Databases through PHP Whether you are using PHP and MySQL, or another combination, the same basic procedure for working with a database applies. First, a connection to the database server is established. This connection usually lasts for the lifetime of the running script. Additionally, as you will later see, there are instances where they can be contiguous across scripts. Next, a specific database is selected to work with. Only one database at a time can be selected per connection, but you can switch to different databases without terminating the connection. You can also have multiple connections established within the script, each with an independent selected database. Finally, once you have a connection established and a database selected, you can begin to work with the tables within them by using SQL to issue various commands. Data can be retrieved, added, modified, or deleted, and changes can be made to the selected database itself. When finished, the connection to the database server is terminated manually with mysql_close(), or automatically with the end of the script. Lets take a closer look at each step separately Things to Remember MySQL is a popular relational database product SQL is a language used to communiate with MySQL (and other databases). It allows information to be retrevied, modified, and deleted. It also provides a means to modify databases and tables. Databases are similiar to associative arrays. Each database can contain one or more tables. Each table is composed of records divided into fields. Working with a database through a PHP script follows this basic process: Connect to the server, select a database, perform any queries on the database, close the connection. SELECT, INSERT, UPDATE, and DELETE make up SQLs data manipulation commands. The data retreived from a table can be limited in different ways: Specific columns can be returned by including them within the query, the WHERE clause can be used to to include or exclude specific records, and LIMIT can cap the number of entries that are returned. Results can be sorted using the ORDER BY clause. By default, String Type fields are sorted alphabetically; Numeric Type fields are sorted from smallest to largest. When creating a new table in a database, a unique table name must be specified. In addition, a name, field type, and length are defined for each column in the table. In almost every case, a table should have an AUTO_INCREMENT Primary ID column defined. All of PHPs MySQL handling functions return FALSE if there is an error in the query or the query fails. Using mysql_error() returns the exact error reported by MySQL. Connecting to MySQL Just like a multi-user computer system or an FTP server, MySQL allows different user accounts to be established with individual levels of access. To establish a connection to MySQL, three pieces of information are required: the hostname of the database server, the username for the account, and the associated password. This information is passed to the mysql_connect() function, which attempts to establish the connection: $connect = mysql_connect(hostname,username,password); The function returns a value TRUE on success, and FALSE on failure, so it is useful (though not necessary) to assign the function to a variable. In the above example, $connect is used. It can be evaluated to avoid performing any additional queries if the connection attempt failed: if ($connect==FALSE) { print Database connection failed; exit; } It is also useful to store the results in a variable because the function returns a unique connection identifier upon success. The variable then can be passed to any of PHPs MySQL handling functions (typically as the second parameter) to specify that  this  database connection should be used, as opposed to any other active ones within the script. Selecting a Database Once a connection is set up, the next step is to select a database. To do this, all that is needed is the name of an existing database: mysql_select_db(database); As with mysql_connect(), this function returns TRUE or FALSE depending on whether the database was successfully selected. To specify which connection the function should use, we can pass a connection identifier to the function: mysql_select_db(database,$connect); Without the second parameter, the function uses the database connection that was last established within the script. Querying the Database The mysql_query() function is essentially a PHP wrapper for performing SQL commands. Any valid and complete SQL statement can be passed as a parameter to this function. Four types of queries make up SQLs data manipulation statements. They are as follows: SELECT, UPDATE, INSERT, and DELETE. SELECT The SELECT query is used to retrieve data from one or more tables within a database. As youll learn later, we can also select data from multiple tables using Table Joins, but the simplest type of SELECT statement works with only one table at a time. The syntax looks like this: SELECT * FROM users Essentially, this statement says, Select all the fields in all the rows of the table called users. The asterisk is a wild card character that tells MySQL that it should grab anything available in the specified tables. To request this data from a PHP script, we pass the query to the mysql_query () function. Because we are expecting records to be returned from the database, the function must be assigned to a variable. The query is a string, so PHP requires it to be surrounded by quotes. (Variables are often passed as part of queries and SQL requires that string values in WHERE clauses and INSERT statements be surrounded with single quotes. Though single quotes can be used here, it is generally preferable to use double quotes for clarity.) $result = mysql_query (SELECT * FROM users); Just like mysql_connect () and mysql_select_db (), this function will return FALSE if there is an error in the SQL. If the function is successful, however, $result will hold a resource identifier. Because the variable just holds an identifier, we cannot get any of our records by outputting $result. To get the data, we need to pass the result to another PHP function, mysql_fetch_array (). This function returns an array of each record from a SELECT query, line by line. Unless you know for a fact that your query will only return a single record, it is advisable to use a while loop to itinerate through each row of the result set. The function maintains an internal place mark of which record it is on, so the loop will terminate once all of the records have been returned. Lets return to our sample database from the start of the article and the select statement above to see how you would output the data: while ($row = mysql_fetch_array($result)) {   Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚   print $row[id].,.$row[name].,.$row[email].; } Notice that the array indexes of $row match the column names of the table. The array generated by mysql_fetch_array() can optionally be an associative or a numeric array. By default, records are accessible by both types of keys. So, the id column (the first column in the table) can be accessed as $row[id] or $row[0]; INSERT INSERT is used to add a new record to a table. The syntax looks like this: mysql_query(INSERT INTO users (id,name,email) VALUES(,Name, [emailprotected]'); By now, the first part of this query should look fairly familiar to you. It begins with the SQL command we are going to perform, in this case INSERT. Because we are inserting a new record, INTO is included, followed by the name of the table we are adding it to. The first set of parentheses surrounds a list of the fields within the table. These must be listed in the same order that they occur in the actual table. The second portion defines the values that are going to be added. They must match the order of the fields within the query and the table for them to be inserted in the proper location. Like the field names, SQL requires that each value be surrounded by quotes, because they are strings. If there is no value to be inserted, the position for the value must still be reserved by using empty quotes. If you are inserting values for all of the fields, the field listing may be left out: mysql_query(INSERT INTO users VALUES(,Name, [emailprotected]'); MySQL will insert the values into the columns in the order that they appear. UPDATE So far weve covered sele

The Impact Of Branding On Customer Loyalty

The Impact Of Branding On Customer Loyalty Branding is a promise of satisfaction which creates a relationship between consumer and producer. A brandings success depends on how the product has been perceived by its audience. The method and mode of delivery also plays a crucial role in reaching its audience. Branding has established itself to become an important instrument in ensuring the successful growth of a product. The continuous fierce competition among brands has seen a progress in Branding concepts over the decades has made it a relevant part of any product. Numerous studies focused on branding activities and their impact on retention, attainment and loyalty of customers across industries within western countries already exist. (Michael, 2009) It is therefore relevant to research the impact Branding has on customers loyalty in a specific industry in Singapore. This study focuses ultimately on the fast food industry in Singapore. The benefits of applying Branding in the fast food industry are customer loyalty, Consumer t rust and perceived risk to its reputation in-times of crisis (Ko, 2006). This study recommends that fast food outlets in Singapore should concentrate in their branding strategies and rejuvenate their branding activities in order to retain and keep their customers loyal towards a fast food brand, as well as attract new ones. Via an in-depth research of literature and analyzing the perception customers have towards Branding; this paper aims to study the impact of Branding on customers loyalty within the fast food industry in Singapore. Deductive approach and a quantitative methodology of analysis will be used. A set of research questions and objectives were established. The primary sources of data were collected through a physical questionnaire performed in person and online. By evaluating the results, one can understand customers perception towards Branding of a Fast Food name. A total of 200 individuals were approached to participate in the survey, out of which a total of 100 custom ers responded. After the collection of data the SPSS software was used to evaluate the results of the survey. The dimensions that are considered for this study are: 4Ps of Marketing Mix (Product, Place, Pricing and Promotion), customers expectation towards a brand of a fast food outlet which would lead to the customers loyalty towards the fast food outlet. Background of Research The world has evolved so much that both men and women are equally competing in all fields. This is due to the development of technology and globalisation. This does not just apply to technology but also the food industry. Everything is fast moving and demand has populated almost every industry to have products instantly. The food industry is also a victim of such demand that Fast Food has taken over the world by storm back in early 90s in Singapore and has been a ever growing industry in Singapore. Such fast food is sought after in a country where 78% is working population. (Ministry of Manpower, Singapore Workforce, 2011)The younger generation of Singapore has also fallen prey to the fast food culture in Singapore. There are over 376 household fast food franchises operating successfully in Singapore (Economies Survey Series, 2011). This also brings about the fierce competition between the fast food giants in gaining market shares. Brands of such fast food outlets have become popular and competing against each other to be the No. 1 brand for fast food in Singapore. Fast food industry is dominated by foreign brands (Local Fast Food in Singapore, 2012) It requires the fast food giants to look for strategies to better compete with their competitors and attract customers on a consistent basis. Maintaining and upholding their brand image to retain customers are the main challenges the industry is facing. One of the only ways to differentiate one another is to brand themselves uniquely to attract and retain customers. Branding has influence and have a perceived value towards customers. Timeline has also created such Branding image on products. (Tanja, 2008) Authenticity and tradition of a Brand is also considered when timeline comes in. If a fast food brand is able to survive the period with new brands popping day in, day out; then the brand is looked upon as sustainable on its own as it has already built upon its original grounds and managed to communicate it to the customers. (Michael, 2009) Branding has created a competitive atmosphere among fast food names in the world. All names trying to gain recognition has turned their attention to Branding strategies in order to improve sales. (Steve, 2003) Typically, consistent promotion and updating customers of their latest product via mass media has been the way fast food industry has been embarking on and in attracting its customers. This has been one of their strategies in pulling customers towards them. However the industrys players have realized that not only keeping the customers updated about their products is important but winning customers loyalty is equally important. Mark and Glynn (2010) have claimed that brand quality and reputation influences customer value and customer loyalty. Businesses should deliver a brand image that customers want as a tool to differentiate their products. Laurence (2012) has mentioned that repetition and consistency are the ingredients of brands that win the memory game. Those who ignore these rules will end up being ignored by customers as well. Therefore branding has been a vital factor that has determine a company doing successful business in the food industry, Thus many of Singapores fast food franchises has turned their attentions to branding which has impact on customer loyalty. Branding effects spread out positively aiding organisations in terms of donations. Fast food outlets have adopted certain societies which run on voluntary funding. Recognition is also gained through this manner where customers identify the respective fast food brand to be society conscious. (Giep and Moriarty, 2008) Supporting environmental friendly campaigns has also made audience have a second look at such fast food brands. To think that fast food names are usually unhealthy but franchisers have made a point by embedding that health factors are also being looked into while their products are being produced with less harm done to surroundings. Such efforts are made known to the customers via their Branding strategies. (Eric, 2012) The marketing mix which consists of Product, Place, Price and Promotion has a very crucial role in what is perceived by customers. Being the product it is supposed to satisfy the customer needs. But the product should be beyond satisfaction which should create trust and loyalty develops. Subsequently the place where items are acquired should be reachable to its audience making it friendly. Any item which is beyond reach is considered unfriendly. (Evert, 2002) In Singapore Fast Food outlets have their own strategies in reaching out to its targeted audience. Although the mentioned fast food outlets has already well established in their country of origin, they are circumstances it is not necessary to be the same in Singapore. Asian countries had realised the power of branding rather late and country such as Singapore which depends on foreign investments have also jumped onto the bandwagon to support Branding. For example, A W restaurant which was introduced in Singapore in 1991 ceased from operations in 2003. It was indicated that it was unable to sustain and keep up competition with its rivals within Singapore. (Andrew, 2007) Fierce competition in terms of branding strategies has swallowed its victim in Singapore. The other players were able to create the loyalty in their brand was the factor which A W restaurant was unable to replicate. Other fast food names such as Wendys and Dominos Pizza has re-entered the competition realising the marketing strategies of successful fast food outlets in Singapore. This means that there is space for competitors and the competition is gaining rivalry among the fast food chains. The strategies concerned concentrated on retaining customers and developing a bond between the brand and the customer. At the same time consistent communication with its audience via promotion lets the customers know that the brand keeps in touch with its customers. The bond is deemed as service quality towards its customers. As a result, this type of branding strategies directly influences the perception of customers towards service quality which in turn ensures loyalty. However, just knowing only branding as a crucial factor for doing successful business is not going to be enough for the fast food industry. Before building a successful brand image and increasing the advantages, it is important for fast food businesses to know and understand how the customer evaluates their brand as a base for improving their sales, encouraging people to buy frequency and gaining customer loyalty. Research Philosophy My philosophy in this dissertation is to state the impact of branding which influences customers loyalty to a certain fast food brand in Singapore and how the loyalty towards a brand contributes to the expectations of customers. At the same time how marketing elements create the brands image among customers. I will be also stating the importance of Marketing where trust is born on a brand. Marketing is part of Branding strategy whereby it is the base for building a name and trust. It creates demand for such items where there is competition. Research Objectives The first objective is to explore how marketing elements influence Branding and further stamp out the importance of marketing which has a vital role on Branding. A look at the marketing mix against Branding will give us a clearer picture on how the image of branding is built through time. Not all marketing approaches turns out to be positive for a Brand and to emphasize on the direction of marketing which will eventually built a positive image instead of a negative one as marketing done without any research will lead to disastrous results. Examining the marketing elements lets us learn the direct impact it has on Branding. Another objective of this research is to realise the factors of customers expectations which affect Branding. A study of the factors which influences customers expectation will allow us to extract these factors and study its perks which have direct impact on the way a customer perceives a Brand. This factors comes in any form which will be further siphoned as in which factors are the major stakeholders of customers expectations. From the factors identified, emphasis can be placed on ratings as most important and less important factors which contribute to customers expectations. The last objective of this research is to examine the relationship between Branding and loyalty. The study should give us a macro level and micro level image of the relationship between Branding and customer loyalty. By looking at the Branding image which creates loyalty towards a Brand will let us discover if loyalty towards a Brand is of perception or due to pure Branding effects which creates loyalty. On the other hand if it is the taste of the food made which creates the loyalty towards a fast food brand. This also indirectly reads out if loyalty is imposed by Branding statements or level of satisfaction gained by customers. Research Question The following research questions were raised to guide the research; Q1: Is service quality important than Branding to customers of fast food outlets in Singapore? Q2: What are the benefits to fast food chains applying Branding in Singapore? Q3: Do Branding strategies influence the loyalty of customers towards their favourite fast food name? Q4: Do customers support all the branding tactics of fast food outlets in Singapore? Q5: How effective are fast food branding methods in retaining their customers? Research Structure The study attempts to gather specific information on Fast Food outlets in Singapore and their Branding policies. The collection of data will be carried out through a quantitative methodology approach. From the research questions we crack down on the facts that give importance leading to the objective. Once the objectives are recognised, it creates a flow of deep literature review. The hypothesis will be derived after an in-depth study of the literature materials. Specific tools for analysis will be utilised during the course of the study. Various calculable variables should be identified by utilising the quantitative method. A survey form consisting of multiple questions will be created after a look at literature review. The survey will be in the form of a web-questionnaire. The internet will be used as the basic form of data collection once the questionnaire is tabulated. A review of the data collected will be undertaken with the SPSS software package. Summary Most of the studies on Branding strategies are created and in place with western nations generally. Thus this study has focused on a Asian region which is Singapore. The study relates widely on Branding in the Fast Food industry in Singapore and its impact on customer loyalty. The study looks at the current trends being practiced in the industry and at the same time pointing out the increase of such knowledge in the industry. This also shows the importance being given by the stakeholders to the concept. Branding has become essential to fast food brands. In this study the main objective was to find the relationship between Branding and customer loyalty and how Branding has an impact on customers loyalty in the fast food industry in Singapore. Through the use of the 4 Ps, the study attempts to identify the best way to retain a customer in the fast food industry. Apart from contributing to Branding and customer loyalty from a theoretical point of view the paper also highlights the dimensions of Branding, which becomes a criterion for customers to evaluate how efficient a fast food name is with its Branding outcome. Chapter Two: Literature Review 2.1 Introduction Rapid growth of population has increased the number of patrons turning to fast food outlets to fulfil their daily hunger needs as mentioned. This has intensified the need to differentiate and attract customers in order to sustain and gain market share for fast food outlets hovering in Singapore. Such outlets have to turn to Branding strategies in order to gain a foothold in the market. Thus the design and implementation of Branding methods create trust as well as build a bonding between the fast food name and customers. Bonding in turn creates trust between both. This chapter emphasises on the 3 main literature aspects of the research which are; Concept of Branding, Dimensions of Branding and Customer Loyalty. To start off, Branding history and Branding in Singapore will be analyzed theoretically. At the same time the current progress of Branding trends in Singapore will be highlighted. Subsequently Branding and Fast food industry will be studied. Information of customer loyalty in Singapore will be also discussed. Finally understanding the relation between Branding and the impact on customer loyalty will be looked upon. 2.2 Concept of Branding Geoffrey (2000) has mentioned that Branding is differentiated by providing perceived quality and an ability to perform to changes in customer taste. Rita and Sameena (2009) had identified that Brands are tricky. They are the most important concept which almost all CEOs are very worried about or having difficulty in delivering the actual meaning of Brand. Branding has become hard to tackle. Dunn (2010) has argued that Branding is a complex idea which is demanding and not understood by many businesses. Branding has no time limitations and can be built within a short or a long period. However when it comes to today context, building it in a short time is the target of fast food brands. Successful branding understands the needs and wants of customers and prospects. In order to achieve this, integration of brand strategies through the company at every point of public contact is needed. Brand is something that stays within the hearts and minds of customers, clients and prospects. Some can be influenced whereas some are not possible. Brand is a source of a promise to every customer. Branding is the foundation marketing communication (Laura, 2012) Brand identity is part of Branding. Brand identity needs to be identified before Brand Image is developed. Brand image and Brand identity will shift according to times. Brand image will definitely change due to time and it needs to be refreshed according to time to maintain the image. (Wilson and Ira, 2008). Kapferer (2012) has quoted that brand identity is not based on the latest advertisements seen: it is the sum of all previous contacts with the brand-its inertia. We can understand that brand image is built on time and does not happen overnight. The perception of the product carries weight of the brand image concerning its age and quality as well. 2.3 Dimensions of Branding Brand Actualization has 5 interlinked dimensions. Brand Experience, Brand Community, Brand Culture, Brand Communication and Brand Innovations (Brandxpress, 2005, 5 dimensions in Branding) Figure 1.1: 7 Dimensions of Branding image3374.jpg Muyiwa (2011) has concentrated on the 7 dimensions which he deems important to branding which are Brand Vision, Brand Value Proposition, Brand Positioning, Brand Identity, Brand Behaviour, Brand Communications and Brand Economics. He has mentioned that managers at times discover that branding strategies needs to be evolving in order to be successful. The 7 dimensions examine the principals of Branding from the perspective of an economy. Figure 1.2: Burnett Model This model consists of 4 dimensions with essence which is the brand factor at the centre. The functions describe what the Brand is and what does it carry along with it in terms of the product. The Personality/Image describes the form of imagery people have upon the Brand and affective deposition to the Brand The Source represents what the company is about and their objectives. Lastly the Differences portion explains how different the brand is from the rest and what makes it different from the rest of the competitors. 2.4 Marketing Mix (4Ps) Marketing Mix is considered as a strategy and is a model framework. Marketing mix can be broke down into the 4 Ps which are Product, Price, Place and Promotion. Figure 1.3: 4Ps of Market Mix, (McCarthy, 1960) marketing-mix.gif 2.4.1 Product Rustler (2012) has mentioned that creativity is product. Product is more than just developing ideas. Dogra (2012) had defined that product means anything that is capable or can be provided to achieve a need or a want. It can be either tangible or intangible. She also has mentioned that being a product it must deliver minimum level of performance. If it fails, the other aspects of the marketing mix will not be of any good .Hong, Kotler and Nancy, (2007) have stated that a core product includes the benefits that the target audience will reap. Harsch (2012) had classified product of more to a physical item that a service rendered by firms as Product does not gain any currency in service business. It can be considered as functionality, quality, appearance, packaging, brand, service, support and warranty. 2.4.2 Price Peter and Kerzner (1997) have argued that price is the easiest aspect a competitor can battle on during competition. However they also clarified that business with a significant cost advantage and reserves can never be easily matched. Don and Beth (2009) have also argued that Price has become increasingly irrelevant as markets are becoming very aggressive and in turn makes pricing attractive but no longer a profit statement. This is also aided by consumers who have more choice and resistant to prices. Shay and Cynthia (2009) mentioned that price can be defined as the value on audience member pays for to experience the brand. Price can be considered as an investment on the certain item or product a customer is willing to pay. Price can be considered as list price, discounts, financing, leasing options and allowances. 2.4.3 Promotion Allan (2009) has indicated that promotion is talking about the different ways a product can be marketed. He further mentioned that promotion is the communicating tool to reach audience other than pricing. Promotion adds value to product being marketed. One of the primary goals of promotion is to escalate the perception of the product, firm or brand. Michael, Fredile and Terry (2010) defined promotion as a key pillar to the 4Ps which is referred to terms such as promotions and promotion activities which can be confusing. Both are different but relates to getting to the general targeted audience. And in turn gain audience trust which builds loyalty between the products to customer. Promotion can be also considered as advertising, public relations, message, direct sales, sales media and budget 2.4.4 Place Place refers to products being available where ever and when ever customers need them. Place also refers to the physical distribution of the product concerned including storing and transportation. (Charles, Hair and Carl, 2011)Place is at times referred to as Distribution which is also carries the same terms as Place. Distribution decides the quantity to be produced for the place according to geographic location. (Gitman and Carl, 2008)The product needs to define its needs in order to fulfil as a product which a place or person requires. Once this is established, the Place can be determined. (Phil Stone, 2001)Distribution is essential in Place marketing. Distribution activities should be programmed within the choice of marketing channel. The distribution activities are programmed primarily consisting of activities aimed at development and maintenance of the relationship with retailing organizations and physical distribution. This ensures that products are available at point of purcha se. (Herbert and MacFie, 1996). Place can be referred to as locations, logistics, channel members, channel motivation, market coverage, service levels, internet and mobile. 2.5 Fast Food Branding According to Ed Pendrys (2011) fast food has matured since the days it has started to travel globally. Reaching out to the audience was not of a priority initially when fast food outlets were introduced. However as Fast food names were becoming dominant restaurants, branding was given a second look in order to gain or attract customers in creative manners. In times to come, it turned into business competition to retain and maintain profit through Branding mediums. Richard R. Wilki (2006) has stated that the competition has reached its levels that fast food names are toying with emotions to reach out to audience. Such methods create relationships among customers and the Brands concerned. According to S.Ramesh Kumar (2009) consumer behaviour is influenced by Branding strategies. Whether a fast food brand is able to retain its customers solely depends on how it reaches out to its audience It develops a relationship with customers which will have a everlasting bonding as long as the Bran d is able to continue its efforts in building on its current relationship. 2.6 Customers Expectation Customer expectations are related to Customer satisfaction. As satisfactions are fulfilled, expectations rise on the specific brand of product. However customers do still switch brands when they are satisfied as at times future products of the same brand or product might not meet their requirements, in other word expectations. Numerous studies have resulted that 60 to 85 percent of satisfied customers do switch brands. So it does not necessarily mean that customers expectations are met when sales are high.(Timothy and Terry, 2001)A customer does patronizes a brand without any expectations. When competitors in the market are scarce for the certain product, customers assume that their expectation is fulfilled as their having the best. By fulfilling the customers expectations, a certain degree of trust is gained. This can be considered as a motivation factor for customers to select a brand (Ziglar and Hayes,2001) According to Neal, Quester and Hawkin, (2002) the customers expectations are matched to the performance of a product, is the main of marketing as it is important to achieve customer loyalty. However at the same time always a satisfied customer does not mean to be necessarily a loyal customer (Shrake, 1999) Figure 1.4: Caresoft Model ececutionModel1.jpg Source: Caresoft Global (2012) The Caresoft model consists of three major aspects which are; Efficiency, effectiveness and Flexibility. This model was created just for the meeting and exceeding customers expectations. The model emphasises on no backtracking and does not believe in service recovery as expectations are to be fulfilled at the first contact. Although service recovery option is definitely available, Caresoft are minimising the options to be used in order to stamp out the need to have the first impression. The model is named as an engagement model. The aim of the model is to provide quality service with or without a product at optimum levels to customers. At the same time to fine tune the commitment level and control. The level of investment required is also to be controlled via the model which will look at capitalising on maximum satisfaction fulfilled with cost savings initiatives. (Caresoft, 2012) 2.7 Customer Loyalty in Singapore Many researches have been done worldwide for the dimensions of determining customer loyalty. David (2002) have argued that most studies have generalised customer loyalty as a single factorial construct without differentiating between repurchases, additional purchases and referrals. Richard (2010) has created a Matrix which looks into 2 dimensions of customer loyalty which are the value of a customer expressed in terms of Economic profit and customer loyalty elements that are most important to a companys customer. Oliver (1997) also came up with a framework that breaks down Customer loyalty into 4 phases which are cognition-affect-conation-action. This phase describes the customers attitude towards a certain product until the last phase where the customer reaches loyalty to the product. Moreover E.Hayes (2008) has indicated that customer loyalty can be conceptualised into three distinct types which are, Advocacy loyalty, purchasing loyalty and retention loyalty. Ruijian of Oklahoma State University (2007) has elaborated the customer loyalty into 2 dimensions as well which are attitudinal loyalty (antecedent) and behavioural loyalty. He has further broken it down into 4 segments which are true, latent, spurious and low loyalty. Esther (2004) has stated loyalty is the regular repurchase of a brand or from a store based on commitment towards the specific brand or store. Clopton, Stoddard and Clay (2001) have mentioned that customer loyalty makes an enormous difference between the costs of retaining a loyal customer and winning new customers. Singapore has a population which has about 91.6% consuming fast food and the numbers are ever growing. This is also partially due to the increase of population in recent years. At the same time fast food franchises have also grown in numbers throughout the years. The numbers of fast food outlets have exceeded the amount of primary schools in Singapore. This trend creates easy access to fast food where the findings were done on consumption of fast food (Health Promotion Board, 2010).The percentage of Singaporeans eating at fast food restaurants are rated at about 2 to 5 times a week by Lew and Barlow (2005). In 2010 the fast food industry has grown about 3.8% compared to 2009(Economics Survey Series, 2010) Industry experts expect that this trend will be increased and carried on in the next following years. Even though customers are spoilt for choices, they do return back to the very same product due to certain factors. It includes quality, service, taste, brand image, promotion, price and accessibility. In Singapore, Naleeza and Yaw (2007) has claimed that customer loyalty at times depends on small factors like the chilli sauce provided by the fast food industries. In November 2011, McDonalds fast food restaurant withdrew their curry sauce temporarily due to supply issues (Jessica, 2011). It also caused an uproar of Singapore McDonalds customers showing their grief over social networking websites over the lack of curry sauce availability. Chapter Three: Research Methodology 3.1 Introduction Branding is defined by Kotler and Armstrong as a combination of name, term sign or design developed to identify a product or service provided by a seller or a group of sellers. At the same time it helps to differentiate them from each other to compete and excel in a market. There are studies which have been conducted to learn and analyze the relationship between Branding and its success. But there are also evidences that this fact could be contradicting. Kapferer (2008) has mentioned that Branding alone has no immediate effect as mentioned by Kotler and Armstrong. Just Branding without emotions leads to lesser effect of Branding is their argument. Thus we can determine that Branding has mixed reviews from its users. And there is a need for certain elements to be present for Branding to be a full success. Kumar (2009) had also listed that Branding is not a factor for loyalty of a customer but the customers experience in utilising a Brand plays a vital role when comes to customers loya lty towards a Brand. He has further mentioned that a customer will still consider all options available for a product before ultimately setting upon a Brand and loyalty has no place when branding is concerned. A limited few researches have been done pitting Branding being affected by emotions. And at the same time, experience of a Brand influences the decision of customer instead of the other factors. Experience of a Brand is targeted towards service received by customers from a Brand. So service quality is the main part of experience. Hereby a framework will be structured to analyse the relationship among experience and emotional attachment towards a Branding which impacts the customer loyalty in Fast Food Industry in Singapore. It will also examine to what level a customer is willing to go with emotion as a factor towards a Brand and experience as a factor towards a Brand. We can also look at if Brandings of fast food given importance to emotional values when considering reaching out to customers. 3.2 Hypotheses Hereby, the research is going to hypothesize that there is positive effect of Branding which does have impact on customer loyalty therefore emphasizing for a fast food Brand to be more Branding conscious in order to achieve customer loyalty. Such emphasis should lead to Branding as their core business strategy. Hypothesis Branding positively affects the customers loyalty in Fast food names in Singapore Parsa and Francis (2002) have underlined that quality service has been undertaken by fast food outlets since the time it was introduced in Singapore as entrepreneurs followed up on the success it gained in the western countries. And in no time it was appreciated in Asian countries such as Singapore. Quality service has not just been a differentiator