Social relationships Essay Example for Free

Social relationships Essay Everybody would agree that friendship courses through our lives, yet its precise nature is unique for every person and, therefore, is difficult to define. Typically, friendship is thought of as a voluntary relationship. Since there are few formal rules or rituals sanctioning friendship in this culture, people enter and exit friendships as they choose. Further, since friendship is often fused with other social roles, marital partners, siblings, or coworkers often choose to regard one another as friends. Acknowledging that friendship is culturally recognized as transcending formal institutional requirements and statuses, Paine (1974) referred to friendship as a kind of institutionalized non-institution (p. 128). Overall, friendship is a voluntary, personal, equal, and mutual relationship with affective ties. Undoubtedly, positive feelings, voluntary caring, and concern for the other, the touchstones of companionship, exist between friends. And while friends may feel profound love for each other, the love of friendship is usually distinguished from sexual or romantic loving, with their overtones of possessiveness and exclusivity. Even so, relationships involving these latter forms of loving may also include or aspire to the ideal-typical characteristics of friendship as well. In addition to its voluntary aspect, friendship involves persons paired in the same social role (friend-friend) (Paine, 1974). This quality contrasts with other relationships, such as the marital relationship, in which partners occupy complementary roles (wife-husband). Because of friendships inherent symmetry, friends come together as equals in order to establish a relationship in which intimacy, trust, honesty, respect, and affection may thrive. Ideally, friendship offers a nonhierarchical relationship in which a person can present a self reasonably free of contrivance and ulterior motives (Suttles, 2001, p. 110). While developing and sustaining a friendship, persons must assume that the other is presenting his or her true self if the friendship is to flourish. Reflecting its voluntary and rather fluid status in the social world, friendship is a private relationship created via the friends ongoing negotiation of the friendships rules of behavior (Paine, 1974 ). Friendships are thus self-managed (Wiseman, 2006, p. 192) since specific friendship practices are not mandated by formal societal rules in American culture. Friends are free to create their own private and personal culture. But this freedom is also dangerous, for the persistence of the relationship utterly depends on the friends actions, values, and motives. Thus, friendship is arguably the most fragile social bond. Wiseman (2006) states that if friendship loses the qualities which make for the extraordinary closeness combined with the voluntariness it encourages, it chances loss of all. There is no standard role or task around which the relationship can re-form and no societal mechanism is activated to ensure or even encourage reconciliation. (p. 192) Although the precise behavioral parameters of friendship are not institutionalized in American society to the degree that romantic, professional, political, or kin relationships are, there are some informal rules of conduct and cultural images guiding the practices of friendship. These rules pertained to keeping confidences, respecting the others privacy, and assisting the other in times of need. The culturally idealized images of friendship and the informal friendship rules offer persons ways of practicing friendship, for those images and rules frame the everyday enactment of friendship. The interactions of friends are understood to a significant degree in light of what it means to be a friend in a particular society. Idealized images and informal rules may also guide the perceptions of observers, for, when questioned about their friendship, friends may point to these cultural images of friendship or to the rules of friendship behavior to validate their relationship. References Paine R. (1974). An exploratory analysis in middle-class culture. In E. Leyton (Ed. ), The compact: Selected dimensions of friendship (pp. 117-137). St. Johns: Institute of Social and Economic Research. Suttles G. D. (2001). Friendship as a social institution. In G. J. McCall, M. McCall , N. K. Denzin, G. D. Suttles, S. Kurth (Eds. ), Social relationships (pp. 95-135). Chicago: Aldine. Wiseman J. P. (2006). Friendship: Bonds and binds in a voluntary relationship. Journal of Social and Personal Relationships, 3, 191-211.

Individuality Vs The Perfect World :: essays research papers

Imagine the world as only beautiful people. Everywhere you look is a Cindy Crawford look-a-like: 5'9", brown hair, brown eyes, and the perfect smile. A "Master Race." Do we really want to reenact Adolf Hitler's plan of seeking world domination killing million upon millions as a "final solution?" Instead of killing, we'd be reproducing millions, going against nature. Say we went and got one of Princess Diana's cells and implanted that in an egg that was then placed into a surrogate mother. Nine months later, we would have a baby Princess Diana. Only trouble is, this baby would only resemble Princess Diana in looks, not personality, character, or individuality. Her whole life wouldn't be what it had been; she wouldn't be "her." What if your newborn son died? Just think; you could have a second chance. Is this morally or ethnically right? Cloning of humans should be forbidden, but cloning of human body parts for medicinal purposes should be allowed. Cloning hasn't been a big issue or ever thought to have actually been made to work until 1997 with the successful birth of a lamb named Dolly. Out of 277 eggs implanted in different sheep mothers, Dolly was the only lamb successfully born. The method used to clone Dolly was scientists at the Roslin Institute in Scotland took a cell out of the mammary gland. They then used an electrical pulse to coax an adult cell into merging with a host egg whose nucleus had been removed . This method being very unsuccessful brought on a new one where scientists used mice, injecting just the adult nucleus into a nucleus free host instead of using an electrical pulse. They also had let it set for two hours before stimulating it to start dividing. The success rate was 2-3 in 100. Now knowing that we could clone sheep and mice, scientists were up to the possibility and challenge of cloning humans. As soon as it became public knowledge that cloning was really happening and becoming more successful, the USA imposed a ban on federal funding for human-cloning research. Several states have established restrictions, some even banning cloning completely. Cloning is not morally or ethnically right. Morally, scientists would be taking the role of God. If a clone dies, where would they go? In religious beliefs, clones would have no souls because God didn't create them. Cloning would alter the definition of ourselves.

Strategic Evaluation Document for Boots

| Strategic Evaluation Document for Boots| e-Commerce| Words: 4,998| Ei Cho Mon| MCC Training Institute, Yatanarpon| | Contents 1 Management Summary3 2. Introduction4 3. Strategic Evaluation6 3. 1 SWOT analysis6 Strength6 Weakness6 Opportunity7 Threats7 3. 2 PEST analysis7 Political7 Economic8 Social8 Technology8 4. Impact of IS9 5. E-Marketing Strategy11 5. 1 E-Marketing strategy I will advise the organization to adopt11 5. 2 The value proposition and differential advantage of this strategy11 . Legal and ethical issues13 7. Conclusion14 8. References15 1 Management Summary As an experienced consultant, I have been invited by Boots Senior Management. I need to put together a strategic plan based on the evidence supplied. The Management is also seeking a thorough investigation into the analysis of the impact of the new system on the culture and the productivity of the organization. I produce a management report title by â€Å"Strategic Evaluation Document for Boots†.In this rep ort, I investigate the impact of the new IT/IS system on the culture and productivity of the organization and also I identified the evidence that corroborates, or falsifies the claim that the new system has delivered value and provided the organization competitive advantage that Boot’s management were seeking. Boots is a retailer company that launched Advantage Card base on the result of recording purchasing patterns and customers’ behaviors. Boots already have analysts and marketers and also the database system exist too.But Data didn’t flexible and also query response times are taking so long. Therefore, Boots managed Customer Data Analysis System (CDAS) by using the help of IBM. After using this system, the problems are nearly solved. Boots want to gets customer to use their brand all over their lifetime. So, it intends to make Campaign Management System. In the future, Boots’ valuable customer will purchase Boots product peacefully and happily. To ach ieve all of this, Boots’ analysts try to research all possible ways of marketing strategy, legal and ethical issues.It is a bit difficult to research the big company system but I try my best to collect all require data and information. 2. Introduction Boots is the long life retailer that stands as a private limited company. Its main marketing environment is the Toiletries, Pharmaceuticals, Healthcare, Beauty, and Photography. Boots also have a strategy for their market. But for the company’s growing team of analysts and marketers, it is driving to change its strategy as a customer-centered view from the traditional product category focus according to the information on purchasing patterns.According to the result of strategy manager, Boots have the loyalty data related with customer for a real impact on the business. To fulfill their plan of changing company’s culture, Boots intend to make Advantage Card for their customers. Advantage Card plan is depend on custo mer behaviors for Boots. So, they research extensive trials for two year in the Norwich and Plymouth areas. These trials tested out the reward levels and had begun to identify what card holders wanted from Advantage Card plan. Boots targets women as the majority. For this time, Boots want heir scheme different from the others. So, they focus to give ‘treats’ to card holder customers. Customer will be rewarded with a personal item that they would not normally buy for themselves. This scheme got a good result for Boots because its sales growth is even greater than expected in two years. Boots invested around ? 25 million for Advantage Card including database in first year to get a significant sales growth that was an important part of the rational for the scheme. Boots more value the records that focus to consumer behavior which can reveal the buying patterns.To get these valuable records, Boots use sophisticated data management and analysis tools. The grower the customer database, the greater the result of boots will be. Boots’ IS team and the marketing department researched thoroughly the available options for the new customer analysis system even though it is a long-established customer of IBM. But IBM can offer a complete solution and the retail experience of their support team to Boots. So, database project started at 1997 and project went well. But it is very much state of the art technology and IT is also difficult for everyone at first.After researching more than 2 years about individual card holder transaction records and a selection of non-card holder sales records, the size of the database was larger and larger. Therefore, Boots wanted to get the right structure database with maximum flexibility and also it can achieved to store data at the lowest level of granularity for user to build it up to any level they require during analysis. Commercial analysts can also have rapid real time access to all of the data without having to make special requests on IS support. The database structure should be to support the analytical process.To fulfill all the requirements, Boots decided to use Customer Data Analysis System (CDAS) by giving advice from IBM. According to the support of this system, most queries response times were 30 times faster than before even though the database has reached 1. 200 GB. Because of this, the analysts of Boots were delighted. CDAS includes IBM’s intelligent Miner for Data being used for more advanced data mining such as segmentation and predictive modeling. Analysts are more interests in the behavior of groups of customers. They use market basket analysis to provide insight into the product purchasing repertories of different groups of customers.By using the advantage card data, the insight team has been able to identify four groups of promotion buyers. They are:The deal seekers (ever buy promotional lines), Stockpilers (bulk buying and then don’t visit for weeks), Loyalists ( revert to their usual buying patterns),New market (buy items on promotion, continue to purchase same product). By using the result of analysts, marketers can understand what they are achieving via their promotions, rather than just identifying the uplift. Analyzing market basket trends by shopper over time is also providing Boots with a new view of its traditional products categories.Boots builds up its understanding by combining data from a number of customer dimensions: RFM (Recency, Frequency and Monetary value) analysis enhanced with profitability. Boots managed Boots relationship marketing programme enabled by the Advantage Card. To fulfill this relationship marketing, Boots is planning to make Specific campaigns system. This system will provide customer-center view technique. Campaign management system is based on CDAS development by IBM. By integrating campaign management system within the analytic environment of CDAS become the main strengths of Boots. 3. Strategic Evaluatio nBoots is a retailer company in United Kingdom. Boots marketing strategy change from the traditional product category focus to a customer-centered view. Boots already launched Advantage Card to fulfill customer requirements. By recording consumer behaviors in database, Boots collect the source data for their strategy. This technique is useful for Boots but database size is larger and larger and also data doesn’t flexible. The users, analysts took a long time to research require data. So, this becomes one of the problems for Boots. By using Customer Data Analysis System (CDAS), Boots can solve this problem.One of the purposes of Boots is to change Loyalist customer to New Market and to remain New Market customer as Loyalist. The later, Boots also want to create Campaign Management System to give pleasurable shopping to loyal customer of Boots. To complete these purposes, Boots need to consider the organization’s current position by using SWOT and PEST analysis. 3. 1 SWO T analysis Strength * Launching Advantage card scheme- This is a very valid vision. It can improve Boots sales growth and also can get the trust and respect from customers. It can also supply a loyalty market environment. Real time access over CDAS- It can reduce the time that will take to ask special requests on IS support. By having real time access, analysts can analyst consumer data more effectively. * Making Brand Loyalty over customer- Customer loyalty is one of the important parts for Boots marketing strategy. Having loyalty customers supply Boots to create strong business environment. For an instant, a shopper visiting Boots once a fortnight and buying nappies is probably buying from a number of supply sources whereas one calling at the store twice a week probably gets most of her baby’s nappy needs from Boots.This increases nappy sales. * Customer Focus- Boots pride itself on developing experience retail and wholesale teams which manages their respective areas. By do ing this, Boots creates an internal management system, managing customers purchasing habits. Weakness * Treats – Rewarding Treats to customer can be pleasure but too much treats can make customers annoying and also become careless vision for Boots products when treats are repeat and repeat. * Large stores overwhelm small stores – Branching a group of stores in particular geographical area can provide Boots customer to buy boots products any time, any where.But large stores are more persuade customer than the small stores. So, it will be a waste of store, staff, money and time. E. g. Boots large store and small store are together in the same area, and then customer will go to large store and ignore small stores. * Cannibalization – Customer behaviors can supply Boots analysis a lot but customer manners can change. If it comes out like that, that will be a big damage for Boots. For example, when boots produce a new and similar products, customer only buy these new products and never return to his/her original products. CDAS – This system can almost fulfill the requirements of database system but it also has a weak point. When analysts analyst the result of recording data, there can be different point of view to make decision. Sales growth conversion can appear also. * Time delays can be caused at the Point of Sales due to updating of points into card. Opportunity * Campaign management system – This will be a good opportunity for Boots. By planning campaign management system, Boots can persuade customer according to seasons, holiday and festival. Boots Gifts & Christmas TV show launched in December is a good example of this.This will give customer’s peace and earn extra points. * Relationship marketing – By making customer to become lifetime customer, boots will get a valuable customers of the future. Relationship marketing can give personal or emotional connectivity to Boots customer. By giving direct mail to valu able customer will be an example for this. * From Loyalist to new market – this will also be a good opportunity. If loyalist customer changes to new market, boots products point of sale growth will increase and also boots need to maintain new market customer as loyalist.For an instant, Customer buy skin care products often buy hair-care products in promotions and then Customer continually buy both skin care products and hair-care products. * 4% growth – quantifiable growth rate in second year Threats * Customer personal data usage – This can suffer customer personality by recording consumer purchasing data. * Competition – there will also be other companies that will use the same techniques and strategies. * Loss of revenue – promotion will get revenue in average. If deal seekers and stockpilers involved then that will be damage to point of sales system. E. g.When Boots promote bodycare products, deal seekers and stockpilers bought these more then promotions will meet fill. * If Loyalist customers get multiple treats then it will be co placement and also overwhelm options for repeat purchase as new market. 3. 2 PEST analysis Political * Toiletries and pharmacy market are the market provided the basic requirements of daily life so that this can’t affect Political directly. But making a promotion system will directly relate to Political. If Country policy changed, then promotion techniques will be unstable conditions. * Planning Campaign management system will also directly imply Political.For example, Boots plan to produce new Christmas TV show but policy change than it will be a failure. * Advantage Card can also affect on political. Advantage card scheme based on customer behavior so policy changing can be imply to reduce or improve sales growth of Boots business strategy. Economic * Rewarding treats may be a good idea for promotion. But sometimes too much rewarding treats make affects to Boots promotion system. * Boo ts launched Advantage Card scheme in 1997 and this will be a great future for Boots as this development is more efficient and reliable for most customers. Investigating ? 25million over database system will be an important part of the rational for Advantage Card Scheme. It already had great profit in first year. So, sophisticated data management and analysis tools can give Boots a big effort. Social * Relationship marketing system will change according to the culture of people. This can affect Boots’ sales growth. * Discussing basic customer demographic data (such as age, gender, number of children and postcode) to expend business environment can affect Social. Sometimes, customers don’t like to tell their personal. Targeting geographical area to open a group of Boots stores led to a greatly improved understanding of the role different stores play within that area. Technology * Customer Data Analysis System (CDAS) is one the main techniques for Boots database system. I t can reduce time and cost. * Analyzing market basket trends by shopper over time is also providing Boots with a new view of its traditional product categories. * Real time Access – This can improve analysts’ analyzing system more rapidly. By using this, can reduce time to requests on IS support. 4. Impact of ISBoth Science and technology are already developed and also technological innovations develop along already. It results to the emergence of new equipment and gadgets. For all big or small company, technology transports both intangible and tangible advantages to turn into cost efficient and to get together the growing orders and requirements of customers. Technological advances change business efficiency, traditions and relationship between employees, clients, suppliers and customers. The type and quality of technology used influence the security of classified business information.All big and small companies depend upon computers to achieve their administrative wo rks when the trouble brought by organizational tasks, like inventory, bookkeeping and records keeping. Because of producing Internet and online social networking sites reduced the costs of business operations. One advantage of it is to become more useful and easy for companies to use Six Sigma management methodologies. Some firms changed to outsourcing rather hiring their own personnel between the low costs correlated with it.According to the huge impact of technological innovations to companies, it will be impossible for them to live with it. Advantages of Technology to Business: * Customer Relations. Technology concerns the way companies correspond and create relations with their clients. In a fast moving and business environment, it is crucial for them to interrelate with clients frequently and rapidly to expand their trust and to attain customer reliability. By using Internet and online social networks, firms cooperate with consumers and respond all their queries concerning the product.Launching useful communication with customers not only produces connection with them, but it also creates strong public image. It permits business enterprises to decrease and to slice carbon dioxide emissions. * Business Operations. Amid the exercise of technological improvements, business owners and entrepreneur understand their cash flow better, how to manage their storage costs well and enables business to save time and money. * Corporate Culture. Technology lets employees communicate and interact with other employees in other countries.It establishes clique and prevents social tensions from arising. * Security. Modern security equipment enables companies to protect their financial data, confidential business information and decisions. * Research Opportunities. It provides a venue to conduct studies to keep themselves ahead of competitors. It allows companies to virtually travel into unknown markets. * Corporate Reports. With technology, business enterprises communicate e ffectively with their branch offices to deliver quality financial and operational reports. Disadvantages of Technology to Business Unemployment – While information technology may have streamlined the business process it has also created job redundancies, downsizing and outsourcing. This means that a lot of lower and middle level jobs have been done away with causing more people to become unemployed. * Privacy – Though information technology may have made communication quicker, easier and more convenient, it has also bought along privacy issues. From cell phone signal interceptions to email hacking, people are now worried about their once private information becoming public knowledge. Lack of job security – Industry experts believe that the internet has made job security a big issue as since technology keeps on changing with each day. This means that one has to be in a constant learning mode, if he or she wishes for their job to be secure. * Personal Touch â€⠀œ Technology streamlines business processers, but in order to do so, it often displaces the personal touch of business (e. g. getting an automated service instead of a phone representative when calling a company. ) * Commonness – The commonness of a technology in business tempers the disadvantages of that technology to some degree.For instance, since so many companies use the Internet, network specialists are very familiar with how to fix issues of network security, speed and connectivity. Boots culture also has significantly changed over the years. In the early years boots had its own its structure which basically dealt with all IT needs. Consequently, boots has realized that over the years it can improve on its IT infrastructure, granted that the company boost its pride on consumer satisfaction. Boots launched its Advantage Card scheme by researching in Norwich and Plymouth areas between two years trials.According to these trials, reward levels are tested out. This had beg un to identify what card holders wanted from the scheme. Boots total invest ? 25 million to both Advantage Card and database. For boots, a significant slaes growth was an important part of the rationale for the scheme. Boots already have IS team and database. Boots is a long-established IBM customer. Before the implementation of available options for the new customer analysis system with IBM, Boots’ IS team originally researched it. IBM can give the real value during the solution development cycle.The database project started in 1997 and the project generally went well. But it is very much state of the art technology and it give a lot more painful at times than expected. At first, IT is very uncomfortable and so no one wants to use it. After using this more than 2 years, card holder transaction records and a selection of non-card holder sales records that provides card holder behavior are increased and increased. The size of the database was going to be a challenge for perfor mance. Analysts want database flexibility, rapid real time access to all of the data without having to make special request on IS support.It was necessary for Boots to restructure their ongoing out sourcing deal with IBM. The company’s main aim for the improvement in its IT sector, is to focus on how it can improve its customer relationship, decreasing its IT operational cost and improve on its delivery capabilities. To fulfill this, Boots create CDAS according to IBM’s DB/2 UDB database under AIX. After 18 months the database has reached 1,200 GB but most queries take a few minutes to run. Boots customer insight strategy team runs 23 full-time analysts. Finally, Boots plan to manage Campaign Management System to provide customers’ peace of mine. . E-Marketing Strategy E-Marketing Strategy is a major part for every kind of business. By using e-marketing strategy, there are many aspects to be a successful business. The e-Marketing Strategy is normally based and b uilt upon the principles that govern the traditional, offline Marketing. E-marketing strategy is significant as with any strategy to recognize. Finding the business environment is also the important part such as intentional groups, originating massage, choosing the right media, tools and services. Thinking based on strategy is also an essential part.Therefore will I look into the; â€Å"how†, â€Å"what† and â€Å"why† of e-marketing, remote the advantages and pointing out how it varies from traditional marketing and communication methods and how knowledge about communication and marketing theories, technology tools, innovation and creativity can assist an enterprise to advance its e-marketing. E-marketing strategy in this term paper represents the whole thing from the conceptualization of a full e-marketing strategy, during to the completion of a range of methods, tools and services needed to make that strategy a reality.A defined e-marketing strategy should ex plicitly identify the business goals which e-marketing efforts support the enterprise to achieve. 5. 1 E-Marketing strategy I will advise the organization to adopt There are four targeting strategies that E-marketers mostly select. * Mass marketing (undifferentiated targeting) – when the firm offers one marketing mix for the entire market. * Multi-segment marketing – when a firm selects two or more segments and designs marketing mix strategies specifically for each.Most firms use a multi-segment strategy. * Niche marketing – when a firm selects one segment and develops one or more marketing mixes to meet the needs of that segment. * Micromarketing (individualized targeting) – when a firm tailors all or part of the marketing mix to a very small number of people. In this case of Boots, the best e-marketing strategy will be to pursue Multi-segment marketing, by dividing into many sub-markets from bigger markets and an organization chooses different marketing strategies to reach each sub-market it targets.The reason of choosing this strategy is because Boots offer multiple products within a larger product category for consumer. For an instant, the main category, Toiletries, there are many kinds of products such as Hair care, Hair Accessories, Tooth brushes, Tooth paste, etc. 5. 2 The value proposition and differential advantage of this strategy There are different segmentations of marketing strategy that I chose. They are Geographic segmentation, demographic segmentation, Behavioral segmentation and Psychographic segmentation, etc. All of these segmentations focus on customer center view.For analysts and marketers of Boots, this strategy will probably apply effectively. Geographic segmentation divides the Boots market into regions characterized by climate, population and cultural differences. This type of segmentation often occurs naturally. For example, Boots produces Suncare of Beauty products and it won’t advertise in the midd le of December. However, some geographic segmentation strategies are deliberate: Boots will produce Beauty products in different countries based on cultural tastes. This segmentation strategy can provide Boots effectively when promotions come.Demographic segmentation divides the market into groups based on age, family, income, occupation, education, religion and many other variables, For example, Children clothing from Boots only target on children and mother and target higher income families. Demographic targeting is so specific that marketers have developed acronyms for certain markets; for example, Drinks stands for double income, no kids. Most tactical plans in marketing involve demographic segmentation. Boots really need this segmentation for researching of purchasing patterns and customer behaviors.Behavioral segmentation focuses marketing efforts on consumers’ researched behavior toward the product. For example, if most consumers purchase a product during the Christmas holiday season, behavioral segmentation would encourage heavier marketing in the time leading up to that season. In addition to specific occasions like holidays, other variable include usage rate for the product, the benefits consumers seek from the product and consumers’ status as a first-time or card holder. This segmentation will effect at Campaign Management system.Marketers who distribute activities, interests and opinion (AIO) surveys are conducting research for psychographic segmentation, which alters marketing strategy according to consumers’ lifestyle preferences. This method of segmentation is useful when Boots wants to make its brand’s image more appealing to specific consumers. By discovering the values and attitudes of consumers who most frequently use the product, Boots can improve their public relations strategies and build brand lyalty. Multi-Segment Marketing helps companies achieve stronger positioning.Positioning is creating a distinct percep tion in customers’ mind about what makes Boots products different and better. Having more narrowly defined segments makes it easier for marketers to deliver effective messages that convey the benefits and value desired by that distinct segment. By breaking customers into defined segments, Boots can remove prospects from consideration when selecting media for message deliver. Messages delivered to people not in a given segment have little business benefit and wastes money. Segmenting markets and selectively distributing marketing messages improves the value of the message.Carefully and accurately defined market segments can gives a competitive advantage over competitors. Essentially, Boots that best understands what makes customers unique within a segment, and different from one segment to the next. By better knowing customer segments, Boots is most likely to deliver an effective value proposition that entices the customer to Boots brand. Boots can perform more targeted resear ch to learn more about customers and deliver messages that best match their brand strengths to their needs and wants.If Boots is planning camping system, for instance, presenting an add in an outdoor or adventure magazine might make sense given likely interests of the business market. Selecting the best media class and vehicle to deliver Boots marketing messages is crucial to efficient marketing. Market segments are known for utilizing certain types of media more often. 6. Legal and ethical issues As a long range business company, Boots need to consider Legal and ethical issues. Legal and ethical issues are directly affect business strategy, and how business deal with challenges involving government agencies, legislation, or the press.Ethics is a branch of philosophy and according to the â€Å"Stanford Encyclopedia of Philosophy, â€Å"business ethics is the branch of ethics that considers moral activities in a commercial enterprise. In practice, businesses are looking for policie s that ensure legal compliance and confidentiality, examine diversity and management issues, and encourage employee honesty. In these legal and ethical issues, minimizing the privacy issues of organization is an important part of Business Company. That guideline is very useful in Boots because Boots marketing strategy is based on customer data and purchasing pattern.If the important data are spreading to the other rival company, this will cause a big scratch for company. So, Access to personal information should be limited to individuals that have proper authorization. Individuals should be able to review their records and correct any inaccuracies. For instant, allowing all users to read, write and edit every part of organization can occurred data lost and data copyright. So, this way will be save ethical issues. Boots also use internet to give information, promotion message to its valuable customer.By using internet is very supportive for business but the raise of the Internet has brought forth many new legal issues. For instant, Cybercrime, a term for illegal acts that occur online, includes â€Å"phishing† and identity theft. â€Å"Phishing† occurs when an official-looking email, usually spam, asks for a user’s private information. To prevent this, there must be a well-defined purpose for collecting and maintaining the Internet user data and also only the data that is needed for the specified purpose should be collected. To protect Data of business organizations, US produce Selected US Data Protection Laws.They are: * Children’s Online Privacy Protection Act requires websites to get parental consent before collecting personally identifying information from children 13 or younger. * Graham-Leach-Bliley Act- requires notice and â€Å"opt-out† consent before financial business may sell or share consumers’ financial information. * HIPAA – protects the privacy of health care information by medical providers and in surers. * ADA – limits access and requires employers to protect the confidentiality of disability-related information. Above laws are very essential for all organizations and already fit for Boots business.By using these laws for company, organization system will be secure to the gathering, processing, distribution and use of information on the Internet. 7. Conclusion Finally, is is a summary report based on the expert study required from the management of Boots. In this report, I consider strategic evaluation by using SWOT and PEST analysis. Both analyses for Boots are really useful for considering the organization’s current position. For example, In Strength, Launching Advantage card scheme- This is a very valid vision. It can improve Boots sales growth and also can get the trust and respect from customers.It can also supply a loyalty market environment. For weakness, Treats – Rewarding Treats to customer can be pleasure but too much treats can make customers annoying and also become careless vision for Boots products when treats are repeat and repeat. In PEST analysis, investigating ? 25million over database system will be an important part of the rational for Advantage Card Scheme. It already had great profit in first year. So, sophisticated data management and analysis tools can give Boots a big effort is sample for Political. In my report, I already use Four (4) E-Marketing Strategies.Mass marketing (undifferentiated targeting),Multi-segment marketing, Niche marketing, Micromarketing (individualized targeting). For Boots, I chose Multi-segment marketing because of its segmenting strategies are the most suitable for Boots. Finally, Boots has done so far with developing a loyalty card scheme to collect data then analyzing them by using the CDAS system is a excellent basis for the understanding the consumer behavior in order to implement recommended e-Marketing strategies to raise the generally long term sales growth. 8. References http ://www. azpublishing. org/articles/hd/index. php? =disadvantages+of+relationship+marketing : 12:28 AM 11/20/12 http://www. strategicdriven. com/marketing-blog/bid/78310/5-Benefits-of-a-Relationship-Marketing-Strategy : 12:29 AM 11/20/12 http://www. boots. com/en/Photo/Digital-Cameras/ : 12:29 AM 11/20/12 http://ezinearticles. com/? e-Marketing-Strategy:-7-Dimensions-to-Consider-%28the-e-Marketing-Mix%29&id=21976 : 1:04 AM 11/20/12 http://en. wikipedia. org/wiki/Supply_and_demand : 1:51 AM 11/20/12 http://www. slideshare. net/RuneHaugestad/emarketing-strategy : 3:26 AM 11/20/12 Rune Haugested, e-marketing strategy, [email  protected] no, Oslo University College http://www. nowthis. com/principles-of-marketing-tutorials/targeting-markets/develop-marketing-strategy/: 4:09 AM 11/20/12 Decision Analyst; Market Segmentation; Jerry W. Tomas Huazhong University of Science and Technology, Research on Market Segmentation Variables (PDF); Wei He, Yingzi Liu : 8:19 AM 11/20/12 Business Dictio nary: Market Segmentation Definition Strategic Marketing Segmentation: Four Benefits of Market Segmentation Strategic Marketing Segmentation: Market Segmentation: Media http://www. ehow. com/info_8124974_effects-market-segmentation. html http://www. ehow. com/info_8406701_market-segmentation-variables-characteristics. html

Cognitive Behavioral Therapy And Music Therapy - 1629 Words

Cognitive Behavioural Therapy and Music Therapy Music Therapists (MTs) borrow from a range of non-music based therapy models in their development of Music Therapy-specific treatment models. Many widely used Music Therapy (MT) techniques have their roots in psychological theories and treatment models. Cognitive Behavioural Music Therapy (CBMT) draws on the widely-used and extensively researched psychology approach, Cognitive Behavioural Therapy (CBT), to address CBT goals through MT interventions. Despite the many parralels between CBT and MT there is limited literature on CBMT; the existing literature indicates that CBMT may be an effective treatment for clients with a variety of needs. Improvisation in CBMT makes up an even smaller portion of the literature, however the theoretical underpinnings of the CBT approach are congruent with the use of music improvisation. CBT was first described by Professor Aaron Beck in the early 1950’s (Wilding Milne, 2008). In contrast with many of the psychological therapy models of the time, CBT was based on the belief that maladaptive thoughts and behaviours arise not from what has happened in our lives, but from how we think about what has happened to us (Taylor, 2006; Newman, 2013). A variety of approaches are considered to fall within the domain of CBT – these include Rational Emotive Behaviour Therapy (Dryden, 2009), Beck’s CBT approach, and Meichenbaum’s Cognitive Behaviour Modification (Meichenbaum, 1977) These approaches share 3Show MoreRelatedMusic Therapy : Where Does It Stand?1605 Words   |  7 PagesMusic Therapy: Where Does It Stand? When one needs psychotherapy, there are several options. Most people use one or more of these five types: body psychotherapy, cognitive behavioral therapy (CBT), existential psychotherapy, interpersonal psychotherapy (IPT), or relational psychotherapy (Jefferies). These are some of the most popular forms of psychotherapy, and most patients who use them are successful in healing or reaching a manageable state. Because of their famed efficiency and reliability, manyRead MoreThe Theoretical Frameworks I Most Relate To Are Holistic1101 Words   |  5 PagesThe theoretical frameworks I most relate to are Holistic therapy, Cognitive Behavioral therapy, and Gestalt therapy. I intend to blend elements from multiple therapeutic approaches so that I may benefit my clients in the best way possible. Dated back to the era of Hippocrates, the holistic method has focused on improving the wellbeing and mental wellness of individuals. Holistic therapy emphasizes the significance of being balanced an d whole. The role of the Holistic counselor is to assist the clientRead MoreThe Treatment Of Dissociative Identity Disorder Essay1283 Words   |  6 Pagesexpress symptoms of dissociative identity disorder and a number of other disorders (Ellason Ross, 1997). Many therapies, such as psychotherapy, that deals treatment through addressing trauma can be effective because of its integration with the root of dissociative identity disorder. Dr. Jekyll would benefit from a variety of psychotherapy, also known as â€Å"talk therapy.† This type of therapy is where Dr. Jekyll will have the opportunity to speak with a trained therapist in a safe and confidential environmentRead MoreEssay on Exploring the Effects of Exercise on Depression1930 Words   |  8 Pagesdepression is leading to the over prescription of antidepressants where other, non-drug, options such as cognitive behavioral therapy, music therapy, or exercise therapy would suffice, with little to no side effects. To prevent the over prescription of antidepressants to those who do not need them, alternative treatments such as cognitive behavioral therapy, music therapy, or exercise therapy should be used as a buffer for the problems that can be solved without drugs, before drugs are prescribedRead MoreEvidence-Based Treatments for Childhood Depression3114 Words   |  13 Pagesfamily therapy. If a case involves any type of family discord whatsoever, the research I have found on family therapy gives me great confidence that including key family members in the treatment process of a child’s depression can be extremely beneficial. In a study conducted by Trowell, et al, 11 sessions of family therapy were found to be even more effective as a program which included 25 sessions of psychotherapy coupled with 12 parent classes. 81% of the cases receiving family therapy were recoveredRead MoreAn Interview With A Social Work Practitioner1243 Words   |  5 Pagesdisorders. She received a clinical training from the Beck Institute in Philadelphia for Cognitive Behavior Therapy for Children and Adolescents. Additionally, she received clinical and research trainings with support from the Annie E. Casey Foundation for Child and Youth Mental Health Interventions at UCLA. She is currently completing training through Marsha Linehan’s Behavioral Tech, LLC for Dialectical Behavior Therapy and Managing Anxiety and Panic for Adolescent s (MAP-A). Dr. Anthony’s educationRead MoreSite Visit1087 Words   |  5 PagesSite Visit Cognitive behavioral techniques are used during a counseling session in a hospital or office setting by therapist. Although I was unable to do a current Site visit to a human service department of a company to write my report, I do know from my own experience some things pertaining to programs that employ behavioral or genitive intervention and or models. In this paper I will attempt to explore some areas within a cognitive intervention such as: †¢ What population participates inRead MoreAnxiety, Depression, And Medications1595 Words   |  7 Pagesthere s psychotherapy and biomedical therapy.. Psychotherapy is a â€Å"psychological treatment that employs various methods to help someone overcome personal problems, or to attain personal growth, and biomedical therapy involves medication and/or medical procedures to treat psychological disorders.† (OpenStax, 2016). People who go through psychotherapy basically talk about their past with a professional or a family/friend. Biomedical therapy also known as â€Å"drug therapy† has people put on medications thatRead MoreDescription Of A Leader X773 Words   |  4 Pages Theoretical Formulation Leader X’s case is well suited for conceptualization using cognitive behavior therapy. The CBT approach focuses on thoughts and how they influence behavior and feelings. The cognitive interventions aim to modify maladaptive cognitions while the behavioral interventions aim to decrease maladaptive behaviors and increase adaptive ones (Craske, 2010). CBT is a problem focused therapy, so according to this approach we can immediately begin addressing and fixing his problemsRead MoreTreatment Of Schizophrenia And Generalized Anxiety Disorder1427 Words   |  6 Pageselectroconvulsive therapy when the disease is extensive (Watson, 2005). The complications in the treatment of the disease include headaches and disorientation. Schizophrenia is disease of the mind that makes it arduous for an individual to tell between the real and what is unreal. The symptoms of schizophrenia include obscured thinking depression and hallucinations among others. The treatment of schizophrenia ranges fr om pharmacotherapy to psychosocial interventions such as skills training, family therapy and

A Short History of the Great Depression

The Great Depression, which lasted from 1929 to 1941,  was a severe economic downturn caused by  an overly-confident,  over-extended stock market and a drought that struck the South.   In an attempt to end the Great Depression, the U.S. government took  unprecedented direct action to help  stimulate the economy. Despite this help, it was  the increased production needed for ​World War II that finally ended the Great Depression. The Stock Market Crash After nearly a decade of optimism and prosperity, the United States was thrown into despair on Black Tuesday, October 29, 1929, the day the stock market crashed and the official beginning of the Great Depression. As stock prices plummeted with no hope of recovery, panic struck. Masses and masses of people tried to sell their stock, but no one was buying. The stock market, which had appeared to be the surest way to become rich, quickly became the path to bankruptcy. And yet, the Stock Market Crash was just the beginning. Since many banks had also invested large portions of their clients savings in the stock market, these banks were forced to close when the stock market crashed. Seeing a few banks close caused another panic across the country. Afraid they would lose their own savings, people rushed to banks that were still open to withdraw their money. This massive withdrawal of cash caused additional banks to close. Since there was no way for a banks clients to recover any of their savings once the bank had closed, those who didnt reach the bank in time also became bankrupt. 1:44 Watch Now: What Led to the Great Depression? Unemployment Businesses and industry were also affected. Despite President Herbert Hoover asking businesses to maintain their wage rates, many businesses, having lost much of their own capital in either the Stock Market Crash or the bank closures, started cutting back their workers hours or wages.  In turn, consumers began to curb their spending, refraining from purchasing such things as luxury goods. This lack of consumer spending caused additional businesses to cut back wages or, more drastically, to lay off some of their workers. Some businesses couldnt stay open even with these cuts and soon closed their doors, leaving all their workers unemployed. Unemployment was a huge problem during the Great Depression. From 1929 to 1933, the unemployment rate in the United States rose from  3.2% to the incredibly high 24.9%—meaning that one out of every four people were out of work.   PhotoQuest / Getty Images The Dust Bowl In previous depressions, farmers were usually safe from the severe effects of the depression because they could at least feed themselves. Unfortunately, during the Great Depression, the Great Plains were hit hard with both a drought and horrendous dust storms, creating what became known as the Dust Bowl. Years and years of overgrazing combined with the effects of a drought caused the grass to disappear. With just topsoil exposed, high winds picked up the loose dirt and whirled it for miles. The dust storms destroyed everything in their paths, leaving farmers without their crops. Small farmers were hit especially hard. Even before the dust storms hit, the invention of the tractor drastically cut the need for manpower on farms. These small farmers were usually already in debt, borrowing money for seed and paying it back when their crops came in. When the dust storms damaged the crops, not only could the small farmer not feed himself and his family, he could not pay back his debt. Banks would then foreclose on the small farms and the farmers family would be both homeless and unemployed. Bettmann Archive / Getty Images Riding the Rails During the Great Depression, millions of people were out of work across the United States. Unable to find another job locally, many unemployed people hit the road, traveling from place to place, hoping to find some work. A few of these people had cars, but most hitchhiked or rode the rails. A large portion of the people who rode the rails were teenagers, but there were also older men, women, and entire families who traveled in this manner. They would board freight trains and crisscross the country, hoping to find a job in one of the towns along the way. When there was a job opening, there were often literally a thousand people applying for the same job. Those who werent lucky enough to get the job would perhaps stay in a shantytown (known as Hoovervilles) outside of town. Housing in the shantytown was built out of any material that could be found freely, like driftwood, cardboard, or even newspapers. The farmers who had lost their homes and land usually headed west to California, where they heard rumors of agricultural jobs. Unfortunately, although there was some seasonal work, the conditions for these families were transient and hostile. Since many of these farmers came from Oklahoma and Arkansas, they were called the derogatory names of Okies and Arkies. (The stories of these migrants to California were immortalized in the fictional book, The Grapes of Wrath by John Steinbeck.) Roosevelt and the New Deal The U.S. economy broke down and entered the Great Depression during the presidency of Herbert Hoover. Although President Hoover repeatedly spoke of optimism, the people blamed him for the Great Depression. Just as the shantytowns were named Hoovervilles after him, newspapers became known as Hoover blankets, pockets of pants turned inside out (to show they were empty) were called Hoover flags, and broken-down cars pulled by horses were known as Hoover wagons. During the 1932 presidential election, Hoover did not stand a chance at reelection and Franklin D. Roosevelt won in a landslide. People of the United States had high hopes that President Roosevelt would be able to solve all their woes. As soon as Roosevelt took office, he closed all the banks and only let them reopen once they were stabilized. Next, Roosevelt began to establish programs that became known as the New Deal. These New Deal programs were most commonly known by their initials, which reminded some people of alphabet soup. Some of these programs were aimed at helping farmers, like the AAA (Agricultural Adjustment Administration). While other programs, such as the CCC (Civilian Conservation Corps) and the WPA (Works Progress Administration), attempted to help curb unemployment by hiring people for various projects. The End of the Great Depression To many at the time, President Roosevelt was a hero. They believed that he cared deeply for the common man and that he was doing his best to end the Great Depression. Looking back, however, it is uncertain as to how much Roosevelts New Deal programs helped to end the Great Depression. By all accounts, the New Deal programs eased the hardships of the Great Depression; however, the U.S. economy was still extremely bad by the end of the 1930s. The major turn-around for the U.S. economy occurred after the bombing of Pearl Harbor and the entrance of the United States into World War II. Once the U.S. was involved in the war, both people and industry became essential to the war effort. Weapons, artillery, ships, and airplanes were needed quickly. Men were trained to become soldiers and the women were kept on the home front to keep the factories going. Food needed to be grown for both the homefront and to send overseas. It was ultimately the entrance of the U.S. into World War II that ended the Great Depression in the United States.

Aspergers Syndrome Essay - 1613 Words

Social Graces Do you remember learning how far to stand from someone that you are talking to? Do you remember learning to discern when a person is using humor or sarcasm in his/her conversation with you? What if you had to go through this cynical world never sure if someone was being facetious or not? Could you do it? Can you imagine those that have to everyday despite normal to above average intelligence? Can you imagine a preschool age child who does not like to play games that involve use of his/her imagination? Imaginative games is one of the hallmarks of early childhood. These are some of the problems that people with Aspergers syndrome live with every day. Aspergers syndrome is a relatively new diagnosis in the DSM-IV, the†¦show more content†¦In addition, the age of onset for HFA is much earlier at age 3. In fact, some children with Aspergers syndrome are not diagnosed until grade school. In keeping with the trend of a high verbal IQ, people with Aspergers syndrome do not display the severe language delays that is typical of the autism spectrum disorders. Rather, they seem to develop language at the age of 2. Still there word choices and overall speech patterns are often perceived as odd (3). It is also important to understand that people with Aspergers syndrome have poor nonverbal communication skills. This explains why they do not seem to understand the amount of space that is usually between you and the person with whom you are speaking (4). Another example of poor non-verbal communication skills is that they often cannot tell that the person with whom they are speaking with has no interest in the subject that they are talking about. In fact, people with Aspergers disorder often talk incessantly about their favorite subject that itself is odd such as the bus schedule which they have memorized (5). That is, they cannot seem to interpret the facial cues of others. In addition to the high verbal ability of these children, people with Aspergers disorder show gross motor clumsiness. Some people with Aspergers syndrome show delays in gross motor skills but often this delay is seen more in the development of fine motor skills. Some of these deficits includeShow MoreRelatedAspergers Syndrome Essay1101 Words   |  5 PagesAspergers Syndrome Today there are many different types of disabilities and syndromes. When you have a child to be diagnosed with a disability or a syndrome life can suddenly become overwhelming. This is especially true if they have been diagnosed with Aspergers Syndrome. Parents sometimes feel guilty because their child has a disability or syndrome. Parents may feel that they are responsible for their childs disability or syndrome. Parents may feel guilty about their child being diagnosedRead More Asperger’s Syndrome Essay2026 Words   |  9 PagesAsperger’s syndrome is becoming more and more common as time goes by. Each year, more children are being diagnosed. This paper focuses on Asperger’s Syndrome and developing social skills in various social settings. By looking at the etiology, diagnostic procedures, how the condition effects development, daily challenges, current social/cultural views, and relevant social interventions, a better understanding on how to devel op social skills for children with Asperger’s Syndrome can ensue. TheRead MoreEssay on Aspergers Syndrome1111 Words   |  5 Pagescure for Aspergers syndrome, masking the symptoms and overcoming the challenges is possible by learning proper social skills, staying within a comfort area, and having a good support structure. A person with Aspergers syndrome faces many daily challenges, such as carrying on a conversation or looking someone in the eyes while speaking. Jacob, the main character in House Rules, by Jodi Picoult, learns to live with these challenges and function as normally as he can. Aspergers syndrome, also calledRead More Aspergers Syndrome Essay1752 Words   |  8 PagesHans Asperger, a pediatrician from Austria, began to study a group of children at his clinic in 1944. He noticed that the young boys he was studying were clumsy, lacked social skills, and did not understand nonverbal communication. Asperger’s syndrome (AS), named after Doctor Hans Asper ger, is a developmental disorder. Research by Woodbury-Smith and Volkmar (2009), claim that AS was originally thought of as a less severe form of Autism, in which the individual has higher linguistic ability but stillRead MoreLife of a Child with Aspergers Syndrome702 Words   |  3 PagesWhile children with Asperger’s Syndrome have an average to above average intelligence and normal cognitive abilities, they unfortunately suffer with impaired social skills. An effective treatment program will have to be tailored to fit the specific child’s Asperger’s in order for the child to be successful in managing his or her own behaviors. This form of treatment is run by a psychologist, counselor, speech pathologist, or social worker, these therapies are invaluable ways to build social skillsRead MoreEmily Comp: Aspergers Syndrome Research Paper2018 Words   |  9 PagesEmily Comp Research Paper November 18, 2012 Asperger’s Syndrome Approximately 947,570 Americans have Asperger’s Syndrome (AS), however, it is not an easy disorder to explain (Bashe 19). With multiple conditions and characteristics in each case, AS is not an easy disorder to diagnose. Asperger’s Syndrome was named after Hans Asperger, an Austrian physician, who first described the disorder in 1944 after studying a group of children with similar, unusual characteristics. However, AS was notRead MoreA Case Study of T.C.: Aspergers Syndrome Essay1943 Words   |  8 Pagesdelayed in speech. In addition, she walked on her toes, did not make eye contact with others, had a terrible fear of loud sounds, cried frequently, and was a poor sleeper. She was evaluated before her second birthday and was diagnosed with Asperger’s Syndrome or related pervasion developmental disorders and has profound difficulty with social interaction. She has received speech therapy, with an emphasis on social skills training, intense therapeutic therapy, a nd occupational therapy. T.C. is inRead MoreAsperger’s Syndrome: Madness, Savantism, or Genius2985 Words   |  12 Pages. Asperger’s Syndrome: Madness, Savantism, or Genius? Marilou Bauer Ottawa University Physiological Psychology PSY 31354 Dr. John Papazafiropoulos June 11, 2012 Asperger’s Syndrome: Madness, Savantism or Genius? Everyone knows, or has known, a person that could be described as a little â€Å"off†, â€Å"quirky†, or â€Å"eccentric†. That was the person who was socially inept, shy, studious, and may have had a stutter. They might have had an artistic talent, or may have seemed almost a â€Å"genius†Read MoreAnalysis Of Henry David Thoreau And Aspergers Syndrome1062 Words   |  5 Pageswhat makes his works so popular. His elaborate writing style and sharp detail in his stories, though, make him seem pretentious to many readers. However, many scholars have come to debate: Was Thoreau pretentious, or did he have Asperger’s syndrome? Asperger’s syndrome is a condition that is on the autism spectrum. The American Psychiatric Association’s Diagnostic and Statistical Manual, Fifth Edition (DSM-5) uses three standard criteria to specify the severity of the condition. In John M. Mahoney’sRead MoreEssay on Asperger?s Syndrome1037 Words   |  5 Pages Asperger’s Syndrome Today there are many different types of disabilities and syndromes. When you have a child to be diagnosed with a disability or a syndrome life can suddenly become overwhelming. This is especially true if they have been diagnosed with Asperger’s Syndrome. Parents sometimes feel guilty because their child has a disability or syndrome. Parents may feel that they are responsible for their child’s disability or syndrome. Parents may feel guilty about their child being diagnosed with

Consider the character of Juliet Essay Example For Students

Consider the character of Juliet Essay Consider the character of Juliet. How does she change and develop from the beginning of the play and once she meets Romeo? Refer to Shakespeares use of language. Romeo and Juliet, one of the most revered and profoundly known love stories of all time. Adopted for play performance from an Italian poem first written by Masuccio Salernitano in 1476, William Shakespeare elaborated and enhanced the great tragedy; and it is his version that continues to be remembered through the ages. Shakespeare is worldly renowned as one of the best dramatists of all time and was famous for his plays especially for his tragedies such as Macbeth, Othello and Hamlet. These were most likely tinted by his own life experiences and idealistic view of love which we can see from his other work, take for example Sonnet 18 Shall I compare thee? In the play Romeo and Juliet, the Elizabethan audiences moral and social views (such as marriage and religion) are challenged as they are forced to see the inadequacies or sometimes harshness of the customs of their era. We are introduced to a young girl of 13 years, born into the comfort of an upper class family, whose life had already been predestined for her in terms of marriage and was expected to be compliant with her parents wishes. She is seen today as one of the best tragic heroines, because she starts off as a submissive and naive child who is unaware of the ways of the world and blossoms into a strong and resolute woman who overlooks the meaningless customs and is prepared to go to extreme lengths to fulfil her true destiny. In Act 1 Scene 3, we meet the heroine of the play Juliet for the first time. She is being introduced to the audience by her nurse, as she calls her to come: What lamb! What lady-bird! This first comparison already gives an impression that Juliet is vulnerable, quiet or needs lots of guidance, as lambs do. This could also be interpreted to mean that the Nurse believes that Juliet was just a follower of her parents commands and didnt have a mind of her own. We later see in this scene that Juliet was prepared to be guided wholly by her parents in view of marriage. Ill look to like, if looking liking move./But no more deep will I endart mine eye/ Than your consent gives strength to make it fly and that she was very discreet and subdued. When Juliet does come, she answers What is your will? This response shows some of the characteristics of Juliet. It shows her directness and straight-to-the-point attitude towards her mother. This could be because she didnt see her mother often (they o nly talk twice in the play) and so there must be an important reason why her mother needed to call her. It could also be that she wasnt close to her mother and so didnt feel comfortable talking to her we can clearly see that Juliet is much closer to her Nurse than to Lady Capulet (we see this in the casualness of speech between them, Act 2 Scene 5, and also when Juliet confides in the Nurse in Act 3 Scene 5). Lady Capulet asks the Nurse to leave them so that they could speak privately, although quickly rethinks saying that the Nurse should hear our (that is, Juliets parents) counsel. It seems as if Lady Capulet doesnt feel very comfortable talking about this subject to her daughter, because the speech comparing Paris to a book seems rehearsed, as it is in the style of a poem, for example This precious book of love, this unbound lover/ To beautify him only lacks a cover. This is the first appearance of double meanings in the play, as Lady Capulet is actually talking about bed covers rather than book covers, and she is possibly trying to entice Juliet into thinking of the sexual pleasures that will come with marriage. Also, despite the fact that Juliet had witnessed her mother using double meanings, she did not begin to use them until she met Romeo. This shows that even her mother didnt make as much of an impression on her behaviour than Romeo does. Shakespeare uses poetry in Romeo and Juliet, only at scenes of high importance such as the meeting of Romeo and Juliet, and so Lady Capulets speech doesnt seem genuine. For example Romeo introduces poetic language to Juliet when they meet for the first time at the party and she carries on the poem such as palm to palm is holy palmers kiss. Using poetic language is Romeo and Juliets secret language only to be used by them, and Lady Capulet intrudes on their poetic language by using it herself. This can be seen as allegory for the outcome of the whole of the play, the family intrude on Romeo and Juliets relationship resulting in the death of both of them. Children being close to their nurses was common at the time. The Nurses opinion was important, as nurses were valued members of the household in Elizabethan times, and would be in charge of the welfare of babies. The children were usually breastfed and taken care of, and raised by the nurse. Lady Capulet speaks about Juliet being of a pretty age- or ready for marriage. This was a common view of the time, and Lady Capulet seems to have previous experience on the matter, as she had a baby around Juliets age which identifies her to be roughly 28 years old and since her husband is an old man (act 1, Scene 2, Line 3), it raises the suspicion that she herself had an arranged marriage, as was the custom of the day. The Nurse then has a long speech which reminisces about the period of when Juliet was born, and then addresses her. The way Juliet responds is commendable, for after her mother, Lady Capulet has become exasperated (hold thy peace) she continues to be respectful of the Nurse and finds a polite way to stop her ramblings I pray thee Nurse, say I (line 49). Lady Capulet shifts the focus of the conversation and asks a direct question about Juliets inclination to be married. Juliet answers in a way intended to please. She describes marriage as an honour. This line probably shows how marriage was seen as a guarantee and gateway to a good life and that marriage was the highlight of a young maids life. Juliet also says that marriage was something that she dream not of. She had not really thought about the concept of marriage before, but Lady Capulet responds quickly and pushes Juliet for an answer, and gets to the point saying that Paris seeks Juliet and then urges Juliet to look him over, and this was crudely encouraged by the Nurse. Juliet answers tactfully in lines 97-99; she makes a non-committal statement by saying she will expect to like him if looks is what stirs her to like him. This shows that she is very intelligent and reserved in her speech (despite her sentences being short and limited in variety in this scene) while still remaining tactful. She doesnt want to offend her mother by refusing her suggestion, Ill look to like if looking liking move, although she has her own mind and can make her own decisions and so doesnt make any promises. It also demonstrates Juliets mature views for her age, as most girls of 13 would have been excited to have a man request for her to b e his wife. It also shows her utmost obedience as she will not look any further than her mother gives consent to. How does it appeal to a modern audience?   EssayThe Nurse then interrupts Romeo and Juliets private moment, as she says that Juliets mother would like to speak to her. As the crowd begin to disperse, there is a moment of dramatic tension. Juliet wishes to know the name of her new found lover, and tries to point him out to the nurse tension builds as the Nurse continues to identify the wrong person. There is dramatic irony in the sense that the audience knows that Romeo and Juliet both belong to families that are raging enemies of each other. In addition, Juliets verse seems to be a premonition (my grave is like to be my wedding bed line 132) and also Romeos prediction (my life is my foes debt line 115) of what is bound to happen at the end of the play; as if the love was doomed. This association between love and death runs throughout the play. When Juliet says Prodigious birth of love it is to me (line 140) she marks out the lovers meeting in birth and death. In Act 2, Scene 2, Juliet for the first time is by herself, and away from all the other characters in the play (apart from Romeo whom she is unaware of during her speech who is secretly listening) is free to express her feelings. She talks about her love for Romeo, and the situation in the play because of the family feud. Her character seems to completely change within the short span of the couples meeting. She now sees the usual every day trivialities of life, and asks why Romeo is Romeo, and tells him to forsake his family and she will deny hers. This has become one of the most famous love scenes, but also has become clichà ¯Ã‚ ¿Ã‚ ½d through over-use. It has been adapted time and time again in different settings (such as a swimming pool in Baz Luhrmans feature film), and it is one of the defining moments in dramatic performance. However, its meaning has also become lost, as most people believe it to mean that Juliet is looking for Romeo, and so her line is Where are you Romeo, whereas shes asking why Romeo is Romeo or a Montague Romeo Romeo, wherefore art thou Romeo. If he was from any other family, maybe her own family would be more willing for them to marry, although she has already begun to consider whether she needs or wants her familys approval. This disobedience has sprung from her love for Romeo. She looks to see past the meaningless family feud, and sees it for what it is, childish differences, that she does not allow that to stop her feelings of true love. One of the most famous lines of Shakespeares work is recorded in Juliets speech Whats in a name?/ That which we call a rose/ By any other name would smell as sweet In this speech it is as if she throws of her childish ways, (in the same way as she asks Romeo to doff his name in line 48) as she sees things from a new perspective and asks a simple question, but its answer changes her perception of her family and their grudge against the Capulets. Whats Montague? She shakes off the preconceptions about status that had she had been conditioned to believe in since childhood, and we can see this through the conversation with her mother in Act 1 Scene 3, where she talks about ladies of esteem. She is questioning the value of the class system , even though her family is well-r espected and is wealthy (the Nurse talks about the chinks of the household) she would give it all up for her lover. Although Juliets speech was not meant for Romeos ears, he speaks and says the he will forsake his name and family for her. Her responses to the description of Romeos journey shows a lot about her character. She is very frank and honest in nature and is almost dismissive of Romeos charming statements about his love for her. She is very practical and direct with her words and does not try to sugar-coat the situation. For example in lone 64 Juliet says And the place deathif any of my kinsmen find thee here. Romeo gives a poetic and elaborate reply about how love will triumph over all and therefore thy kinsmen are no stop to me although his idealistic and optimistic view of love was rather impractical in their situation. Juliet flatly replies If they do see thee, they will murder thee, although they stay on the balcony. When Romeo proceeds to compliment her, Juliet admits that she is in fact blushing, although it seems as if Juliet is apprehensive of words that could prove to be deceptive or doesnt show ones true feelings. Therefore Juliet then says farewell compliment in line 89, and pleads to Romeo to speak plainly and clearly. O gentle/Romeo if thou dost love pronounce it faithfully This shows that Juliet doesnt want Romeos fanciful, elaborated oath she would rather he spoke it plainly. After they confess their love to each other, another Juliets language changes once again. It becomes filled with metaphors and emotive language, just like Romeos. She also speaks of characters from Greek mythology which shows her to have more worldly knowledge than her mother and nurse think. She says Romeo is her tassel-gentle which she wishes could call back if she had a falconers voice (line 161-62). Juliet also seems to have a new view of her surroundings. Girls in the Elizabethan era wouldnt leave home until they were married, but Juliet now views her home as some kind of prison as she states Bondage is hoarse, and may not speak aloud. She can not talk loudly to Romeo because she is trapped in her own home, and this could also be viewed symbolically for the restraints of the couple. Her house (family and stature) are trapping her from being with Romeo, because he is a Montague, and she can not voice her opinions blatantly. Another example of Juliets language becoming richer, from the balcony meeting is when she describes the spoiled child with a pet bird. That lets it hop a little from his hand/Like a poor prisoner in his twisted gives/And with a silken thread plucks it back again/So loving-jealous of his liberty. These metaphors were not apparent in Juliets language until after she meets Romeo. In conclusion, Juliets character developed drastically from the beginning of the play until after she meets Romeo, and Shakespeare used her youthful innocence and naivety as a backdrop for which the storys underlying themes of overpowering love and fate can unfold. Romeo and Juliet uses intense moments of dramatic suspense in which we see a young girl blossom into a strong and resolute woman who succeeds in her quest for love.