Quality of Primary Education in India Essay

Education in India is provided by the public sector as well as the private sector, with control and funding coming from three levels: central,state, and local. Taxila was the earliest recorded centre of higher learning in India from at least 5th century BCE and it is debatable whether it could be regarded a university or not. The Nalanda University was the oldest university-system of education in the world in the modern sense of university. Western education became ingrained into Indian society with the establishment of the British Raj. Education in India falls under the control of both the Union Government and the states, with some responsibilities lying with the Union and the states having autonomy for others. The various articles of the Indian Constitution provide for education as a fundamental right. Most universities in India are controlled by the Union or the State Government. India has made progress in terms of increasing primary education attendance rate and expanding literacy to approximately two thirds of the population. [3] India’s improved education system is often cited as one of the main contributors to the economic rise of India. [4] Much of the progress, especially in higher education and scientific research, has been credited to various public institutions. The private education market in India is merely 5%[ although in terms of value is estimated to be worth $40 billion in 2008 and will increase to $68–70 billion by 2012. However, India continues to face stern challenges. Despite growing investment in education, 25% of its population is still illiterate; only 15% of Indian students reach high school, and just 7% graduate. The quality of education whether at primary or higher education is significantly poor as compared with major developing nations. As of 2008, India’s post-secondary institutions offer only enough seats for 7% of India’s college-age population, 25% of teaching positions nationwide are vacant, and 57% of college professors lack either a master’s or PhD degree As of 2011, there are 1522 degree-granting engineering colleges in India with an annual student intake of 582,000, plus 1,244 polytechnics with an annual intake of 265,000. However, these institutions face shortage of faculty and concerns have been raised over the quality of education. [9] In India education system is not based on pure merit, but its based on caste based reservations. In universities/Colleges/Institutions affiliated to federal government there is minimum 50% of reservations applicable to various castes. At state level it varies. State of Andhra Pradesh has 83. 33% of reservations as on 2012 ,which is highest percentage of reservations in India. So the state is popularly known as the state that killed merit. PRIMARY EDUCATION SYSTEM IN INDIA The Indian government lays emphasis to primary education up to the age of fourteen years (referred to as Elementary Education in India. ) The Indian government has also banned child labour in order to ensure that the children do not enter unsafe working conditions. However, both free education and the ban on child labour are difficult to enforce due to economic disparity and social conditions. 80% of all recognized schools at the Elementary Stage are government run or supported, making it the largest provider of education in the Country. [pic] However, due to shortage of resources and lack of political will, this system suffers from massive gaps including high pupil to teacher ratios, shortage of infrastructure and poor levels of teacher training. Figures released by the Indian government in 2011 show that there were 5,816,673 elementary school teachers in India. As of March 2012 there were 2,127,000 secondary school teachers in India. Education has also been made free] for children for 6 to 14 years of age or up to class VIII under the Right of Children to Free and Compulsory Education Act 2009. There have been several efforts to enhance quality made by the government. The District Education Revitalization Programme (DERP) was launched in 1994 with an aim to universalize primary education in India by reforming and vitalizing the existing primary education system. 85% of the DERP was funded by the central government and the remaining 15 percent was funded by the state The DERP, which had opened 160000 new schools including 84000 alternative education schools delivering alternative education to approximately 3. 5 million children, was also supported by UNICEF and other international programmes. This primary education scheme has also shown a high Gross Enrollment Ratio of 93–95% for the last three years in some states. Significant improvement in staffing and enrollment of girls has also been made as a part of this scheme. The current scheme for universalization of Education for All is the Sarva Shiksha Abhiyan which is one of the largest education initiatives in the world. Enrollment has been enhanced, but the levels of quality remain low. CONCERNS FOR QUALITY EDUCATION As far as the provision of access and coverage is concerned, India today boasts of its educational system being the second largest in the world. It consists of nearly 610 thousand primary and 185 thousand upper primary schools, about a quarter million nonformal education centers, about 1. 87 million teachers and 110 million students study in primary classes in the recognized schools (1997-98). As per 1991 Census estimates there were about 115. 6 million children in primary school going age group in the country2. The latest educational statistics indicate a GER of 89. 7 percent for primary classes (81. 2 percent being for girls and 97. 7 percent for boys). 3 . The number of students in primary  classes in India is larger than the total population of the neighboring Bangladesh THE STATE OF QUALITY OF PRIMARY EDUCATION IN INDIA The key concern about education, in any formal educational system, of all time, has been its quality. Every stake holder, direct or indirect, of education is concerned about its quality. Guardians or parents, irrespective of their socio-economic status, want to educate their children with best quality education which would add better value to the degrees their wards acquire subject to the budget constraints. But what do we mean by ‘quality education? How this quality is being assessed? What is the status of the quality of education in India? This paper seeks to focus on these issues with respect to the quality of primary education in India. There is no universally accepted definition for ‘quality of education’. In education, perception of quality is around students (Mukhopadhyay, 2001). The performance of the students like examination results, learning achievements, ability to apply learned knowledge in practical life– exhibit the quality of an education. For some, â€Å"Quality of education† means value addition in education (Feigenbaum 1951); excellence in education (Peters and Waterman 1982); for others, fitness of education outcomes and experience for use (Juran and Gryna 1988). For a society, â€Å"excellence† and â€Å"value† are most appropriate indicators for quality education. A generally accepted definition of quality education does not exist and different end users adopt different criteria for determining the quality of education. In this study we measure the quality of primary education on the basis of student learning achievement (i. e. , ability of read, write and do mathematics). PRIMARY EDUCATION :UNIVERSILITY VS QUALITY: The universal declaration of human rights (1948) considered primary education as the basic human right of all people. Accordingly, all nations prioritized universal access to education. The developed and developing countries have attained universal or near universal access to primary education. Now the focus is on the quality of student learning. The quality concern is not uniform across the nations. The developing and poor nations are still striving for expansion of educational access. It has been established that access to education and its quality are not sequential  elements. At the sub-regional meeting of South Asian Ministers in Katmandu in April 2001, quality education was unanimously identified as a priority area. All participants were in agreement that there was an urgency to develop the quality of education to meet the intermediate target and education for all by 2015. Because how well pupil are taught and how much they learn can have a crucial impact on how long they stay in school and how regularly they attend. Further whether parents send their children to school at all is likely to depend on the judgment they make about the quality of teaching and learning. Based on this perception parents decide whether attending school is worth the time and cost for their children and for themselves. The World Bank (1997) suggested that ‘the best way to improve access is to improve quality which would make coming to school or staying in school a more attractive option from the perspective of parents as well as children. Moreover, efforts to improve quality will tend to increase the efficiency of the public expenditure and will encourage parents to contribute children education’. In the year 1950, when the Constitution of India was adopted, education was recognized as a basic individual right. Directive Principles of State Policy, Article 45, states that â€Å"the state shall endeavour to provide within a period of ten years from the commencement of this Constitution, for free and compulsory education for all children until they complete the age of fourteen years† (The Constitution of India). In line with the commitment of the country to provide elementary education to all children, educational facilities have got tremendously expanded during the post independence period, especially in primary stage. The number of primary school in India has increased from 2. 2 lakhs in 1950-51 to nearly 7 lakhs in 2004-05. In addition, there are at present nearly 3 lakhs non-formal education centres providing primary level education to out-of-school children in the age group 9 to 14. This expansion has definitely helped in making primary level education more easily accessible to a large section of children. As a result, the illiteracy rate and drop-out rate at school stage have come down. The national literacy rate has increased from 52. 21 per cent in 1991 to 64. 84 per cent in 2001. The drop-out rate has also declined from 64. 9 per cent in 1960-61 to 29 per cent in 2004-2005. Although the literacy  rates for both males and females have increased, the latter still continues to lag behind the former. However, there has been a narrowing of the male-female gap in literacy from 24. 8 percentage point in 1991 to 21. 7 percentage point in 2001(Selected Educational Statistics 2004-05). Primary education is the first stage of formal education. The main objective of quality primary education is to inculcate basic knowledge about reading, writing and arithmetic among the children. It is expected that after the successful completion of the primary level of education, a pupil should be able to read, write, and solve simple arithmetic problem. A study conducted by the Teamlease Services has revealed a very disappointing scenario of primary education in India. The study was conducted in primary schools in all the States of India (excluding Union Territories, Mizoram, Sikkim) to measure the learning achievement (quality) of students in language and mathematics. This study found that in India after completion of primary level education, 11 per cent student were not able to recognize anything, 14. 1 per cent can recognize only letters, 14. 9 per cent can read a word, 17 per cent can read a paragraph of a story and only 42. 8 per cent can read the complete story (Table 1). School Children who can read-standard-wise (IV) (in per cent) |State |Nothing |Letters |Word |One-Para of the |Complete story | | | | | |story | | |Andhra Pradesh |8. 8 |10. 5 |15. 6 |17. 7 |47. 35 | |Arunachal Pradesh |7. 2 |13. 5 |21. 6 |13. 3 |44. 4 | |Assam |10. 8 |15. 5 |20. 2 |21. 2 |32. 3 | |Bihar |14. 9 |15. 2 |12. 8 |14. 8 |42. 3 | |Goa |6 |6. 1 |12. 9 |24. 2 |56. 2 | |Gujarat |7. 2 |12. 4 |18. 9 |18. 6 |42. 9 | |Haryana |8. 5 |12. 1 |12. 7 |16. 1 |50. 7 | |Himachal Pradesh |3. 5 |14. 9 |11. 8 |14. 5 |55. 35 | |Jammu & Kashmir |3. 4 |10. 2 |26. 5 |20. 8 |39. 1 | |Karnataka |5. 4 |12. 1 |17. 7 |19. 0 |45. 9 | |Kerala |3. 2 |3. 7 |10. 7 |11. 3 |71. 1 | |Madhya Pradesh |15. 7 |15. 3 |15. 5 |17. 1 |36. 5 | |Maharashtra |7 |12. 1 |13. 0 |17. 4 |50. 45 | |Manipur |10. 6 |10. 7 |18. 7 |15. 7 |44. 4 | |Meghalaya |9 |8. 9 |22. 0 |8. 9 |59. 5 | |Nagaland |3. 1 |16. 5 |21. 7 |255. 6 |33. 2 | |Orissa |12. 4 |15. 0 |13. 5 |15. 05 |44. 2 | |Punjab |8. 9 |15. 3 |15. 1 |17. 85 |42. 8 | |Rajasthan |15. 8 |13. 2 |12. 7 |14. 95 |43. 6 | |Tamil Nadu |10. 3 |11. 4 |17. 5 |17. 3 |43. 6 | |Tripura |1. 0 |7. 3 |11. 7 |16. 8 |63. 4 | |Utter Pradesh |16. 8 |19. 2 |14. 6 |14. 8 |34. 6 | |West Bengal |4. 3 |12. 3 |13. 8 |24. 6 |44. 9 | |Chhattisgarh |7. 3 |16. 0 |15. 0 |15. 5 |46. 4 | |Jharkhand |13. 8 |16. 9 |15. 5 |15. 4 |38. 5 | |Uttaranchal |6. 8 |13. 0 |11. 2 |13. 3 |55. 7 | |All India |11. 0 |14. 1 |14. 9 |17. 0 |42. 8 | Source: India Labour Report 2007 The condition of students learning achievement (quality) is extremely poor in mathematics compare to language. This study found that after the successful completion of the primary level education, 18. 6 per cent children could not recognize the numbers, 26. 7 per cent children can recognize the numbers but not able to do addition or subtraction, 23. 9 per cent children only can do subtraction, and only 30. 7 per cent children can do addition, subtraction as well as division. Table 2 contains data relating to mathematical learning achievement (quality) in all Indian states. IMPROVING QUALITY OF PRIMARY EDUCATION For improving quality, the concerned authorities need to emphasis on the following issues,Early childhood education is extremely important and must be universalized. Aelevant curriculum. Accurate assessment of learning outcomes. Participatory management of education system. Engaging local communities,. Using ICT in teaching learning process Training of teachers and administrators of ICT. ,District Institute of Education and Training (DIETs) and State Council of Educational Research and Training (SCERT) need to be more strengthened and undergo structural changes. ,Establishment of a National Primary Education Assessment system like National Assessment and Accreditation Council (NAAC) for Higher education. ,Strengthening the teacher training institution. Reform in examination system. Proficiency in English is widely perceived as an important avenue for employment and upward knowledge, which also greatly facilitates the pursuit of higher education. English should be incorporated into the curriculum of primary schools as a language subject. CONCLUSION It appears from the empirical study that quality of primary education has been compromised for its universality in India. Operation Black Board, District Primary Education Project, National Literacy Programme, Sarvha Shiksha Abhiyan—all aim at universalizing. It is time that the nation pays heed to the quality dimension. As it has already been pointed out, quality indirectly helps in making the quantity. As a result, quality improvement programmes need to be devised for all levels—national, state and district.

Criminal justice Essay

I will include how crime has a relationship to the law and the government structure as it applies to the criminal justice system. Components of the Criminal Justice System: In the United States, the criminal justice system has three categories: Federal, State, and Military. In addition to the three categories the state has separate divisions that deal with adult and juvenile cases which are comprised of three major components. 1) Law Enforcement perhaps the most important and dangerous. The responsibilities of the Law Enforcement include finding/capturing individuals who break the laws. They are responsible for bringing new changes against perpetrators and for ensuring the cases are strong enough to stand up in court. 2) Courts include prosecution and defense lawyers, judges and juries. The responsibility of the courts is to ensure offenders are given a fair trial; all laws are followed while the cases are being tried. Guidelines for a fair sentencing are being followed. 3) Corrections are to uphold and administer sentences handed down. The Corrections system which is intertwined with Law Enforcement and the courts is a very important and large piece of the criminal justice system because t includes jails, prisons, correctional officers, probation officers, and parole officers which ensure that a defendant’s punishment and all of its stipulations are carried out. (Smith,  1999). Components of the Criminal Justice Process: My understanding of the criminal justice process is that a police officer will arrest you because he or she has reason to believe that yo u committed a felony, misdemeanor, or violation. If charged with a felony or a misdemeanor, the officer must file a complaint in criminal court. You are held for twenty four hours until you are able to appear before a judge. (west,  1999). If you are charged with a violation you will be released and asked to appear in court at a later date and time. A prosecutor will meet with the police officer to determine if there is sufficient evidence to charge you with a crime. If enough evidence is found to charge you with a crime, then you will meet with a representative from the court to decide whether to set bail, release you from jail without bail, or hold you in jail without bail. If there is insufficient evidence found than you will be released from jail immediately. After this is done and you are found to have sufficient evidence saying you committed a crime you will then be brought to court for an arraignment a prosecutor will inform you and an attorney if you have one what kind of charges will be brought against you and you have at that time the opportunity to settle your case without a trial. Your attorney can now negotiate a plea bargain; if you plead guilty. My definition of the word crime: Crime is an act prohibited by law an offence against a public law, a violation of the law in which there is injury to the public or a member of the public. It is also a consensual act or violation in which only the perpetrator is hurt or involved such as personnel use of illegal drugs. A failure to act as required by law, considered morally wrong, a shameful, unwise, or regrettable act. The commission of an act that is forbidden or the omission of a duty that is commanded by a public law and that makes the offender liable to punishment by that law; especially: a gross violation of the law. It is a foolish or disgraceful act. This is just my opinion on the definition of the word crime. Its relationship to the Law and Government Structure as it applies to the Criminal Justice System: The relationship to the law and government structure as it applies to the criminal justice system is that there must be unity of act and intent to commit a crime. The structure of the law and government of a crime committed is punishment. All systems must respect the rights of individuals set forth in court interpretation of the U. S. Constitution and defined in case law. State constitutions and laws define criminal justice system within each state and delegate the authority and responsibility for criminal justice to various jurisdictions, officials, and institutions. State laws also define criminal behavior and groups of children or acts under jurisdiction of the juvenile courts. Municipalities and counties further define their criminal justice system through local ordinances that proscribe the local agencies responsible for criminal justices processing that were not established by the state. Congress has also established a criminal justice system at a federal level to respond to federal crimes such as bank robbery, kidnapping, and transporting stolen goods across state lines. Conclusion: The criminal justice system and the criminal justice progress have shaped the laws of this country into what they are today.  The criminal justice system has many components that work together to provide justice for criminals and victims of crime. This enables violators of the law to be prosecuted in a fair trial. This is my understanding of the criminal justice system.

Overview of Economic Growth and Development in South Korea Term Paper

Overview of Economic Growth and Development in South Korea - Term Paper Example Todaro & Smith (2014) highlight the traditional tools for measuring development in economic terms such as accomplishing constant growth rate of income per capita to support a country to increase its output at a higher rate than its population growth rate. Gross National Income (GNI), inflation and Purchasing Power Parity are some of the aspects used to measure the economic health of a country’s population. Gross National Product (GDP) is widely used as an indicator of economic development and depicts increased production. It is used as a measure of economic development in South Korea, which reached a high of $1.6 trillion with a GDP growth rate of 2% and $32,272 per capita income in the 2014 fiscal year. While applying GDP as a measure of economic development, it is assumed that increased production creates the need for labor thereby creating employment opportunities hence raising individual incomes, which results in enhanced well-being. It does not necessarily mean that the c oncerns of poverty, inequity, joblessness and income distribution have been addressed. Instead of only focusing on the market value of economic activity, it is important to measure the levels at which social goals are accomplished, for example, whether the society is able to sustainably access basic human needs. GDP encompasses all goods and services irrespective of their contribution if any, to sincere developments in a country’s population, or whether such outlays were focused on moderating the loss resulting from a growing economy.

Historical Criticism of Graham Greene's The Power and the Glory Essay

Historical Criticism of Graham Greene's The Power and the Glory - Essay Example Vol I). Sherry also informs us that as a young boy of 14 he suffered at the boarding school. His acquaintances and his experiences were shaping a mind which paralleled the tumultuous time he lived in. He ran away from home. And was sent for psychoanalysis. In 1925, he met Vivien Dayrell-Browning. A Roman Catholic conver, Vivien molded him toward Roman Catholicism, to which he got converted at the age of 26. His religious belief followed a trajectory vividly depicted in his catholic tetralogy: "Brighton Rock" (1938), "The Power and the Glory" (1940), "The Heart of the Matter" (1948), and "The End of the Affair" (1951). In fact, Greene's life is a reflection of the saga of Roman Catholic Church at that time. As Mark Bosco says that Greene's writings represent different phases of his Catholic sensibility. He emerges mature with liberation theology after Vatican Council II (Bosco 115-117). The novel draws parallels with T.S. Elliot's poem "The Hollow Men". The hollow men wander in a barren landscape, trying to remember the line after "For Thine is the Kingdom" in the Lord's Prayer. The phrase happens to be "the Power and the Glory" (Ways of Escape 65-68). Not only the theme, but even the milieu and the settings set Greene's novels apart. "The Quiet American" is set in the Vietnam of the early 50s, "The Heart of the Matter" is set in West Africa, "Our Man in Havana" in Cuba, "The Honorary Consul in Paraguay/Argentina. Greene was a globe-trotter. From Africa to Asia to Latin America, he had his share of experiences everywhere. A man who wrote "England Made Me", Greene spent the last 25 years of his life in exile in France. This is not surprising then to find that all but a few of his post-war novels are set outside Britain. His authorized biographer Norman Sherry suffered tropical diabetes in Liberia, dysentery in Mexico and intestinal gangrene in Paraguay in the course of his research. Sherry links Greene's constant urge to be on the move to his escapist tendency and an escape from the responsibilities of life (Sherry 350-354 Vol. I). His penchant for travels also stems from his love for Joseph Conard. Mr. Greene suddenly becomes a character out of the Conrad stories he admired. He exposes himself to all sorts of pain and jeopardy. He explores hitherto unpenetrated jungles. He climbs mountains, crosses wild and unbridged rivers, endures the pain and vulnerability of tropical sicknesses. He looks everywhere, it seems, listens with respect to the most obscure of his fellow human beings and thereby not only learns about and from others, but finds the direction of his own life's compass (Coles). Like his shifting destinations during the course of frequent travels, Greene's faith too followed a shifting trajectory. Today Catholicism is once again the topic of discussion thanks to Dan Brown's murder mystery "The Da Vinci Code." Before Brown's best-seller, Catholicism as a theme of a novel was a strange idea for the readers. As Lawson makes us believe: Today, Catholicism, wanderlust and expatriation all lack the attraction they had for writers in Greene's time. The centre of gravity of

Identity theft how it has affected societies way of life and reality Research Paper

Identity theft how it has affected societies way of life and reality - Research Paper Example Every part of an individual’s life is surrounded with electronic items such as computers, cell phones and credit cards. Transfer of information is taking place every second in our lives, whether we are at home, work or educational centres; information is flowing from one at to another at every next moment. Due to immense use of technology, individuals end up leaving a huge track of footprints that are digital in nature. These tracks can be used by any other individual to obtain personal as well as public information of any particular individual. If these footprints fall in the hands of people who may use them wrongly, we may end up suffering heavy losses both emotionally and financially. Identity theft is referred to the criminal act of impersonating as another individual and obtaining benefits in the name of that individual. Identity theft may even be used to obtain an individual’s information and then committing crimes in the name of that individual. The US General Ac counting Office has defined identity theft as an act of obtaining an individual’s information and using that information to gain financial benefits (Hayward, 2004, p.93). Information and Privacy Commissioner defines this crime as an act of impersonating as another individual and then obtaining credit in his name (Barnard-Wills, 2012, p.188). A survey conducted by the Federal Trade Commission conducted in 2003 stated that during 2002 the number of victims of identity theft have tripled as compared to the statistics of 2001 ((Hayward, 2004, p.61). The Chubb Insurance conducted a survey during 2005 and figured out that one American our 5 American is a victim of this crime. Identity theft can be conducted in various ways (Loberg, 2004, p.34). The methods of conducting this crime are being updated and altered quite frequently. Activities of injecting an individual’s computer system with viruses and malicious instruments are conducted

Toddler Development and Its Influences Research Paper

Toddler Development and Its Influences - Research Paper Example The article provides related information about infants to children aged below five years. A toddler is a child between the years of 1 to 3 years of age. This period of time is considered the most exciting and challenging times for both parents and pediatricians. The most evident and dramatic changes occur in language and interpersonal skills. Themes in affective development include the toddler’s striving for autonomy and independence from the parents, a continued importance of attachment with the family, and the initial work on achieving impulse control. Nutrition unlike any other factors has the ability to affect the child’s brain development both as an external and internal factor. It is considered external because if the foods needed to provide certain nutrients are not available the body lacks materials with which to create new brain cells, neurons and other brain structures (Rosales et.al, 2009). These nutrients include protein, zinc, iron and special fats among ot her nutrients. Nutrition is considered an internal facto because it directly affects the formation of the brain itself including the genetic makeup of the brain. At this age, the child is the inquisitive stage. This means that most of his activities require him to think more and ask questions. This means that his brain activities have increased and his brain is quite active in addition to growing. It is a tricky to feed children at this stage. This is because they are self-independent now and they have preferences for certain foods. Parents should provide several dishes in small portions. The dishes should be colorful and have nice flavors but at the same time have the nutritional value to promote brain development. It is important to understand that a balanced diet is essential in a child’s life as it is to any other individual. This applies to children yet to be born and those already born. It has been identified that pre-natal malnutrition has many negative effects on a ch ild. Some of these effects can be related to cognitive deficits, behavior problems, and low academic achievements. For this reason, it is essential to ensure that a child is provided with proper balance of nutrients so that there can be normal brain development (Rosales et.al, 2009). As stated above, nutrition is a major aspect during a child’s development. This is termed important because it causes reduction of cell production, has great effects on normal cell sizes, and changes their structural appearance. In addition to these effects, nutritional imbalance leads to low communication between cells in the brain. This is the reason such children seem to have lower academic performances or even perform lower in other areas. The potential impact of this research is that it can be of assistance to parents, nutritionists to provide appropriate diet for the toddler and how diet may prevent brain under development. The second scholarly article that was reviewed was written by Mitch ell S. J. and Cabrera N. J. and is called An Exploratory Study of Fathers’ Parenting Stress and Toddlers’ Social Development in Low-Income African American families. The date of the publication was the year 2009. The article attempts to find out the mediation effect on toddlers that fathers’ engagement has on them. The results indicate that there is moderate levels of parenting stress on the fathers, however the results do not indicate any direct effects of stress on

Mini Project 2 Essay Example | Topics and Well Written Essays - 250 words

Mini Project 2 - Essay Example The management policies and measures of water help to remedy the crisis by influencing the emissions of greenhouse gasses such as carbon dioxide. Therefore, the mitigation tactics such as use of renewable energy options enhances availability of water globally. Pollution is detrimental, and it creates low-quality water. The industrial effluents should be treated before being released to the ecosystem (Erikson & Globescan, 2010). Disinfection of the sewage discharges is significant to prevent contamination of water. Therefore, control of pollution enhances availability of adequate clean water globally. There is high usage of water in agriculture. Improving agricultural practices and proper irrigation increases utilization of water without wastage (Markey, Leal & Rogers, 2014). Application of new technologies promotes utmost use of water, therefore, supporting continuous water supply without failure. Education motivates new behaviors that enhance proper use of water (Savic & ISSWMLC, 2005). Scarcity of water requires change of all methods of consumption from individual utilization to the supply chains. Healthy lifestyle hinders contamination and, therefore, promotes availability of adequate quality water globally. Erikson, J & Globescan. (May 24, 2010). Experts Name the Top 19 Solutions to the Global Freshwater Crisis. Circle of Blue. Retrieved May 12, 2015 from http://www.circleofblue.org/waternews/2010/world/experts-name-the-top-19-solutions-to-the-global-freshwater-crisis/ Savic, D. A., & International Symposium on Sustainable Water Management for large cities (ISSWMLC). (2005). Sustainable water management solutions for large cities. Wallingford: Internat. Assoc. of Hydrological

Confucian perspective and critique Qin rule Essay

Confucian perspective and critique Qin rule - Essay Example This paper seeks to adopt a Confucian perspective and criticize Qin rule. The paper will analyze the rapid decline of Qin’s rule, identify what Confucians objected about Qin’s rule, and explain why Confucianism was seemingly a better ruling ideology. According to legalism in the Qin Dynasty, the law was referenced and available to the public where all before the Emperor were equal under the law. Legalism sought to reward law-abiding citizens and punish lawbreakers severely. Actually, the Qin implemented corporal punishments and sentenced legal offenders to hard labor for the state. As such, legalism ran the state and not the emperor. Nevertheless, the Confucian scholars who were victims of legalism had detailed information on Chinese history including the Qin Dynasty and had great impact on other cultures like the Korean culture. Confucianism is an aspect of philosophy emanating from the teachings of Confucius (551 - 479 BC). As such, Confucianism was a formidable force in Chinese political and social history. Indeed, Confucianism main aim was to train its followers on traditional rituals, respect for authority, loyalty, flexibility of leaders, respect for the aged, and benevolence. Therefore, Confucianism promoted a tradition of â€Å"humane authority.† However, Confucianism faced support and equally opposition from various scholars. In fact, while some scholars like Lu Xun accused it of limiting modernization, others like Kang Yuwei used it to for Chinese nationalism. In the 19th century, the influence of Confucianism declined as Qing Dynasty ended in 1911. In the later dynasties, legalism fell and consistently merged with Confucianism to play central roles in the Chinese government. Most assuredly, Qin Shi Huang incurred opposition from Confucian historians and consequently becoming one of the shortest-lived dynasties in Chinese history.  According to Morton and Lewis, â€Å"Qin Shi Huang Di, the First Emperor, incurred the disapprova l of Confucian historians and in actuality was in many ways a ruthless tyrant† (Morton and Lewis 46). The Rapid Decline of Qin’s Rule The Qin Dynasty existed between 256-202 B.C.E. The Qin Dynasty settled in the North where it initiated reforms and created a powerful army using horse archers to form a powerful state. The first emperor of Qui Dynasty was Qin Shi Huang and ruled via legalism. Most assuredly is the fact that Shih Huang Ti was a very efficient and unifying leader in ancient China. Nevertheless, his rule lasted for the shortest time because of his harsh leadership style. Uniquely, Qin chose to break the China's old provinces and loyalties and created others under the leadership of non-hereditary governors. This was a blatant mistake, as the governors had no capacity to accumulate power in one place through different generations as sought in Chinese culture. It is equally true that although Qin initiated many effective projects in ancient China, these project s required a lot of taxes and human labor from the Chinese people that was against their will and ability. Indeed, he forced the ordinary people to work on his projects with harsh and cruel punishments muted on the people. As such, though the projects were viable, they made his rule very unpopular among the poor citizens. Moreover, Qin initiated and completed the Great Wall of China (Morton and Lewis 45-46). However, this wall had huge costs on human lives from hunger,

Product Standardization Strategy of Starbucks Case Study

Product Standardization Strategy of Starbucks - Case Study Example The rise of multinationals such as Starbucks came with the advent of globalization, where trade restrictions were eliminated. Doing businesses in most countries abroad became much easier than before. Government regulations are more relaxed and tariffs were reduced or totally eliminated. These developments have given chance to big companies in the developed countries to capture bigger markets including the Third World. This has given rise to the issue of how to standardize product internationally and at the same time adapt to the individual idiosyncrasies of each country. Multinational firms such as Starbucks face this type of dilemma.   Product standardization is the introduction of domestic products internationally with a little or no modification (International Product Decision). Product standardization is done in commodities such as shoes. Multinational shoe firms such as Nike, Adidas and Reebok release shoes that are sold across different countries. The other way of marketing product is through adaptation. If the firm spouses this marketing strategy, it adapts domestic product to suit the foreign market. Product modifications are done. They can be specifically designed for foreign markets.   It is believed that ‘global marketing of standardized products can, however, lower operating costs, and with effective coordination exploit a company best product and marketing ideas† (Powers). One of the benefits of standardization is it allows current technology to adapt products and services to the local needs and wants. â€Å"It is also possible to tailor standardized strategies for different worldwide segments that exist cross-nationally† (Powers).   

Two Separate Levels of Governance at a Teaching Hospital Essay Example for Free

Two Separate Levels of Governance at a Teaching Hospital Essay Dr. Darrick Kent (2007) is an assistant professor of family medicine, director of curriculum and head of medical information systems at a teaching hospital with a popular residency training program.   The hospital has two hundred and seventy beds with faculty and residents making approximately five hundred and sixty bedside patient visits every week.   According to Dr. Kent, the organizational size of his hospital – with approximately two hundred and ten people working on different shifts during each month – is substantial enough for him to try out new methods of governance as in charge of the medical information systems.    In other words, he would like to ease the governance of the facility by all means with the use of latest technology. As an example, Dr. Kent has introduced the Personal Digital Assistant (PDA) to all members of the faculty as well as residents at the hospital.   According to him, it was necessary to introduce the PDA to the residents and faculty members across the facility.   He knew that his â€Å"colleagues† would benefit from the PDA that makes it easier for everybody to communicate across the facility, and is also loaded with trusted references (Kent).   Because of his decision, the facility is currently using its annual budget for electronic medical references from Skyscrape Inc.   These references are the same as the actual books written by some of the world’s best medical authors and sold by top medical publishers (Kent).   Ã‚  Ã‚  Ã‚   Throughout his day at the teaching hospital, Dr. Kent is approached by his colleagues with a variety of questions, not only about medical information systems but also about the medical practice in general.   Especially in times of emergency, Dr. Kent is considered a ready reference for information about drugs as well as diseases.   Despite the PDA in everybody’s palm, Dr. Kent is considered by his colleagues as a superior authority on medical information â€Å"because of the nervousness felt by the new doctors and nurses† at the facility (Kent).   Still excited about the PDA, which was introduced at the facility in 2005, he explained this part of his job with an example:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The other day I was presented with a case of myocardial infarction by way of calls received from the emergency room physicians in order to review a patient.   With my PDA in hand, I did not have to go to my office and open up the Griffith’s 5-Minute Clinical Consultant before checking its index.   Instead, I simply typed ‘MYO’ on my PDA and got all the information required to send back to the emergency room physicians in the matter of moments.   Ã‚  Ã‚  At present, Dr. Kent is seriously considering the introduction of nursing informatics at the facility.   According to him, nursing is a scientific discipline with a focus on information or knowledge.   Hence, nursing informatics, too, is focused on the easy access of crucial information to nurses.   Indeed, nursing informatics has the power to embrace all pieces of information that a nurse would require at any time. Whether it is patient data or information about medicines that is required by a nurse at any given time, the help that information technology can provide in accessing required information cannot be discounted.   With Dr. Kent’s decision to install appropriate nursing informatics at the facility, nurses would no longer have to flip through â€Å"book after book† to find needed information at a time of emergency (Kent).   No longer would they have to go searching for doctors either (Kent).   Ã‚  Ã‚  Ã‚   Also according to Dr. Kent, everybody is considered a colleague at his facility.   Even the nurses are nowadays enjoying the concept of â€Å"shared governance† in practice (Kent).   Linda Chavez (2007), an acute care nurse at the same facility confirmed Dr. Kent’s report on shared governance for the nurses.   She has worked with the teaching hospital for thirteen years.   Now a teaching nurse (for acute care) at the healthcare facility, Ms. Chavez is thrilled about Dr. Kent’s decision to install nursing informatics which would make her job much easier. She has little part to play in this decision of Dr. Kent or other senior members of the hospital.   Still, she has recently joined a council group at the hospital with nurses and other members of the facility making joint decisions that usually have a dramatic impact on the quality of patient care.   The council group has already been consulted about the introduction of nursing informatics at the facility.   However, â€Å"the final decision rests with Dr. Kent,† Ms. Chavez explained.   Ã‚  Ã‚  Ã‚   The council group considers all of its members as equals.   Nevertheless, the seniority of the directors of the facility remains unperturbed.   Moreover, everybody at the facility is not invited to become a member of the group.   â€Å"The final decision about the group members rests on the directors of the facility, and they are allowed to remove anybody from the group at whatever time they will† (Chavez).    The council group that Ms. Chavez joined in late 2006 is responsible for evaluating the status quo, besides recommending changes that the members deem necessary.   Nevertheless, she emphasized that her role in governance is strictly restricted to â€Å"recommendations† (Chavez).   Ã‚  Ã‚  Ã‚   Ms. Chavez is grateful that nurses may now join the council group upon invitation at the facility.   The concept was first introduced at the hospital in the year 2005.   Ms. Chavez explained the importance of nurses joining the council group thus:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Back in 2005, some of the nurses in the council group complained about Coumadin, a blood thinner that many of the patients at the facility were administered.   Seeing that changes in blood consistency often put patients at risk of fatal bleeding or clotting, and we had no procedure in place for determining how regularly patients should return to get their blood tested; this issue raised by nurses was an extremely important one.   So, the council decided to Two Separate Levels of Governance at a Teaching Hospital  address it once and for all.   There was extensive research conducted, after which the hospital  issued new guidelines based on the findings of other council members. For Ms. Chavez and the other nurses that are currently a part of the council group, it is invigorating to join hands with the physicians in implementing important changes across the facility.   Even so, directors such as Dr. Kent have â€Å"the upper hand† (Chavez).   Also according to Ms. Chavez, nurses have always taken their limited role in the governance of a healthcare facility for granted. Although the council group is â€Å"a breath of fresh air,† most of the nurses at the facility are not allowed to join it yet (Chavez).   Because the facility where Dr. Kent and Ms. Chavez work â€Å"would always be a teaching hospital,† the directors are considered authority figures and physicians rarely are (Chavez).   All the same, both interviewees remain generally satisfied with their particular levels of governance (Chavez Kent). References Chavez, L. (2007). Personal Interview. Kent, D. (2007). Personal Interview.

Metaphors In Cognitive Linguistics

Metaphors In Cognitive Linguistics The nature of metaphor. Are people aware of the existence of metaphors in their everyday lives? Very often we treat them only as stylistic devices, but in fact metaphorical expressions verbally represent the way of human thinking and reasoning. People tend to conceptualise emotions, love being one of them, metaphorically because both emotions and metaphors connected with them are inevitable parts of everyday live. Without our ability to categorize, we would not function at all, either in the physical world or in our social and intellectual lives (1990: 6) explains Lakoff in Women, Fire and Dangerous Things. According to Cognitive Linguistics, language is a very powerful tool as it reflects the way we categorize and conceptualise the world we live in. It is almost impossible to understand a thing without grouping it with other category members that share the same properties. In doing so, we acquire different kinds of concepts and, as a result, build our general knowledge. Cognitive Linguistics allows us to understand that metaphorical thinking is crucial to human cognition. Thus, George Lakoff and Mark Johnson in their Metaphors we live by propose a cognitive theory of metaphor, as a process thanks to which one concept is understood using another concept (Lakoff 1980: 5). The best example of this is talking about LOVE in terms of JOURNEYS. As mentioned previously, our ability to categorize allowed us to gather knowledge about journeys that we can depend on in understanding love. Zoltà  n Kà ¶vecses in Metaphor, A Practical Introduction emphasizes that we need to differentiate conceptual metaphor from metaphorical linguistic expressions. He proves that the latter disclose the existence of the former. Let us use a few examples to reveal the relationship between conceptual metaphor ( small capitals) and metaphorical expressions ( italics). LOVE IS A JOURNEY Were at the crossroads. Its been bumpy road. Our marriage is on the rocks. Were stuck. We cant turn back now. ( Kà ¶vecses 2002:6 ) We can conclude that such metaphorical expressions give us insight into the metaphorical nature of the concepts that structure our everyday activities (Kà ¶vecses 2002: 7). How do we conceptualise emotions? Lakoff in Women, Fire and Dangerous Things views emotions as having no conceptual content. However, I believe there must be some, as we are able to describe the intensity of a particular emotion. Although feelings and emotions are extremely difficult to understand, these abstract concepts can be conceptualised with the help of more concrete ones (Lakoff 1980:59), that is why LOVE is conceptualised in terms of FIRE or WAR (e.g. My love is on fire, I do not want to get burned again, This kindled love in his heart). Concrete concepts facilitate the understanding of these complex emotions. There are many examples of metaphors of love ( which I will try to present in the following chapters). They are common in everyday life as they present different aspects of this powerful emotion. Without the notion of metaphor, we would not be able to comprehend such an abstract feeling as love. The intensity plays an essential role in the way we think of love, for instance. The conceptual metaphor LOVE IS FIRE emphasizes the existence of love (on fire), its intensity (flames), duration and shows how love affects people (He was consumed by love) . Due to the existence of metaphor, the most powerful emotions, love being one of them, can be interpreted. 1.2 Source and Target Domains So far, we have managed to explain that metaphor consists of two concepts and that we comprehend one concept in terms of another. These concepts are called domains. According to Kà ¶vecses, conceptual metaphors tend to use abstract concept as a target and more concrete as their source ( 2002:6). LOVE IS A JOURNEY love forms the target domain journey forms the source domain ( a conceptual domain we try ( a conceptual domain we take a to comprehend) conceptual content from) As far as metaphors of love are concerned, many people wonder why some endearments are more popular than others. Why the expression my sweet-heart is more popular then my sweet-leg when talking to the beloved person? Why do we use one and not the other? When we look at the endearments containing fairy-like elements the most common are: prince-charming, my princess, my knight. Why is it like that? The answer is obvious, we choose these fairytale characters because we find some of their charactristics attractive and we want to ascribe them to the person we love. Lakoff and Johnson claim that this kind of tendency is more regular rather than occasional (1980: 67). The previously mentioned characters, are the SOURCE domains whereas the person to be described the TARGET domain. Similarly, from fire (source in LOVE IS FIRE metaphor) love takes its intensity and from an insane person (source in LOVE IS MADNESS metaphor) his/her quite irresponsible and strange behaviour. The examples above show that the source domain provides us with terms necessary to describe the target domain. As Lakoff proposes, in order to describe and understand the target domain, one must have the knowledge of the source domain. Let us take LOVE IS A JOURNEY metaphor. We understand love because we have knowledge about journeys. Each time we think about journeys, we consider travelers, route and destination. In order to understand love in terms of a journey, one must have in mind the idea of lovers as travelers, the course of their romantic relationship as an act of traveling with happy moments as well as obstacles (Its been bumpy road). Our knowledge about different kinds of journeys equips us with a powerful tool that can be used to make the description of love richer and more adequate. 1.3 Mapping So far, we have established that a conceptual metaphor consists of two domains: source and target. We have also found out that we need to take into account both domains to fully understand a conceptual metaphor. However, what does it mean to understand a metaphor? Kà ¶vecses explains that the knowledge of correspondences between these two domains is necessary to comprehend a conceptual metaphor. We refer to these conceptual analogies as MAPPINGS ( Kà ¶vecses 2002: 6). Let us take one example concerning metaphor of love to see how the mapping can function. We cannot turn back now. When we use the expression cannot turn back, we reveal that we are not going to change the direction and destination of our journey. We refers to people involved in a journey. That is how we created three necessary elements of a journey: a destination, travelers and a journey as such. However, when we apply an appropriate context to the sentence, we will get a new meaning of it. We will understand the whole sentence to be about love. Thus, the travelers are lovers who discuss things that are happening in their relationship while cannot turn back can be interpreted as a situation when lovers cannot change the course of events that happened to them. JOURNEY LOVE THE SOURCE DOMAIN THE TARGET DOMAIN We- travelers We-lovers Journey Romantic relationship Destination of a journey Lovers aims or goals Difficulties that travelers encounter Obstacles in the relationship The example above shows that the understanding of a conceptual metaphor goes from more concrete (the journey) to the more abstract concept (events in the relationship) (Kà ¶vecses 2002: 6). Such a rule was called The Principle of Unidirectionality . 1.4 Metaphorical Systematicity: Highlightning and Hiding We have already learnt that there is a systematicity that allows us to understand one concept in terms of another (e.g. interpreting development of love in terms of a journey or the intensity of love in terms of fire) (Lakoff, Johnson 1980:10). However, what does systematicity mean? When we talk about love in terms of a journey, we use vocabulary that is normally applied when discussing travelling e.g. We are at the crossroads. We can see that there is a kind of a pattern we tend to use. Thus, systematicity is a pattern that affects the way we talk about love, allowing us to use words or phrases that previously had been used to refer to different concepts (Lakoff 1980: 7). Kà ¶vecses points out that when a metaphor concentrates on one or more features of a concept, it highlights those features. However, when one aspect of a given concept is highlighted, the other ones will be hidden (2002: 80). Checking which features are highlighted or hidden in the following metaphors of love will give more light to this interesting issue. LOVE IS SUBSTANCE She was filled with love. He poured out his affections on her. She couldnt hold in her love for him any longer. LOVE IS NATURAL FORCE She swept me off my feet. Waves of passion came over him. She was carried away by love. (Lakoff 1980: 49) As we can see conceptual metaphors create and describe the target domain by directing attention at or hiding different angles of it. Thus, in LOVE IS SUBSTANCE metaphor, the aspect of content is highlighted, whereas the possible chance of development of a romantic feeling is concealed. The examples of LOVE IS A NATURAL FORCE metaphor reveal that love cannot be controlled as well as show the intensity of the emotion. However, the aspect of an emotional enrichment, which is also present when people experience such an overwhelming feeling, is hidden. 1.5 Structural metaphors So far we have found out that metaphors are not discussed only as poetic devices but as ways of our thinking and understanding abstract concepts. We can distinguish three kinds of metaphors: structural, ontological and orientational. In ontological metaphors experiences are treated as concrete objects e.g. containers (I put a lot of energy into preparing decorations) . When we deal with them in such a way we can refer to them, categorize them, group them, and quantify them and, by these means, reason about them (Lakoff 1980:25). The group of orientational metaphors is said to be connected with our orientation in space. Concepts are connected with physical orientation, for instance happiness is up (Im feeling up) and sadness is down (Im feeling down) (Lakoff1980:16). Structural metaphor is the most productive type of all conceptual metaphors. Thanks to these metaphors, complex and abstract experiences can be understood in terms of simpler and more concrete ones e.g. LOVE IS A JOURNEY. In Metaphors we live by Lakoff and Johnson state that the conceptual system is metaphorical in nature (1980:4). What does it mean, how can it structure the world we live in and how does it influence our activities? Let us take LOVE IS FIRE metaphor as an example. My heart is on fire. He was consumed by love. I do not want to get burned again. That kindled love in his heart. Thanks to the metaphorical expression That kindled love in his heart, we can conceptualise love as having a beginning and an end just as fire has. When the fire is kindled, the love begins; when it goes out, the love ends. These examples also prove that we not only talk about love in terms of fire. The lover can be consumed by love when he/she is so in love that it is all that he/she thinks about. If the lover does not want to get burned again it may mean he/she does not want to experience the same serious dissapointment after an unsuccessful relationship. Due to the fact that the essence of metaphor is understanding and experiencing one kind of thing in terms of another (Lakoff 1980:5), we can conclude that love is structured and understood (Lakoff 1980:5) in terms of fire. 1.6 Container Metaphors and Personification Another kind of a conceptual metaphor has been called by Lakoff and Johnson the container metaphor. In container metaphors humans are viewed as containers with boundaries and an orientation of inside and outside f.e. She was filled with love (Lakoff 1980:29). As far as non-physical objects are concerned, they can also be comprehended by mentally converting them into physical ones. Let us imagine our world as a container with borders separating the inside from the outside. It is clear when we take into consideration objects that have natural or artificial boundaries, for instance rooms. However, when we talk about our emotional states or conditions e.g. He is in love, the matter is not so obvious. Lakoff and Johnson suggest that we tend to conceptualise our emotions as containers, whereas the way we feel when we experience particular emotions is conceptualised as being inside the container (1980:30). Emotions can be also comprehended in terms of substances e.g. His heart was filled wi th love (Bierwiaczonek 2002:140). As Bierwiaczonek points out heart and eyes are most frequently used as containers for emotions being understood with the help of substances (2002:140). A crucial as well as interesting group of ontological metaphors are those describing something as a person: personifications (Lakoff 1980: 33). This means that we ascribe human features to non-living objects. Looking at metaphors of love, we are overwhelmed with a feeling that love has been personified in many metaphorical expressions. The following are only the most common examples. Love can give you hope. Love can be blind. Love can be tender. What is even more appealing, love can go through the same stages as humans do in the course of life, love comes to life, it lasts and dies. References Lakoff, George. 1990. Women, Fire and Dangerous Things. What Categories Reveal About the Mind. Chicago: University of Chicago Press. Lakoff, George and Mark Johnson. 1980. Metaphors we live by. Chicago: University of Chicago Press. Kà ¶vecses, Zoltà ¡n, 2002. Metaphor, A Practical Introduction. Oxford University Press, Inc. George Lakoff, 1993. Contemporary Theory of Metaphor. In Andrew Ortony, (ed.) Metaphor and Thought, 202-251. New York: Cambridge University Press. McGlone, M.S. 1996. Conceptual Metaphors and Figurative Language Interpretation: Food for Thought? Journal of Memory and Language, 35, 544-565. CHAPTER 2 THE CHARACTERIZATION OF METAPHORS OF LOVE The models of love In the previous chapter we have managed to understand that thanks to metaphor, which is a crucial part of our everyday life, we are able to conceptualise the world we live in. We have admitted that metaphor cannot be treated only as a stylistic device because as Reddy suggests the locus of metaphor is thought, not language (in Lakoff 1980: 204). Such an idea proves that our reasoning as well as our behaviour reflect the way we metaphorically comprehend everything that happens in our lives. Powerful emotions, love being one of them, are inevitable parts of the human existence thus metaphors such as LOVE IS FIRE or LOVE IS A CONTAINER help us to understand this overwhelming feeling. Very often love is seen as a kind of an award we get, something that enables us to do things we are normally afraid to do as it equips us with extra power. According to Kà ¶vecses (in Bierwiaczonek 2002:25) we distinguish two models of love: ideal and typical. Having in mind that only ideal love provides us with the previously mentioned power, it is not difficult to guess what kind of love we look for. In the ideal model of love, lovers see themselves as a unity (e.g. We are one) as they complement each other. They are imbued with the feelings that their love is a true one, that they were created to live together and that their love is immortal. The lovers believe that there is an emotional bond between them, which enables them to live in a perfect harmony. Needless to say, there are certain psychological effects that occur when we are in love: increased body heat, blushing, increased heart rate (2002: 25). There are many categories of love, however five of them are the most common. Bierwiaczonek (2002:28) presents the following kinds of love: FAMILY LOVE: PARENTAL and CHILDS LOVE OF PARENTS, the family love is revealed through the care and attention that parents give their children and vice versa (e.g. Mother muzzled my cheek); FRIENDSHIP, great liking for someone, friendship constitutes an emotional bond between people, it can even complement sexual love, give a new meaning to it and enrich partners realationship; SEXUAL LOVE, sexual passion; AGAPE, Gods admiration, Christian love and LOVE OF THINGS, fondness for material possessions (e.g. His love was money.) Most of the metaphors of love consider sexual love, thus for the purpose of the work we will discuss only these types of metaphors. Metaphors of love 2.2.1 Metaphors of lovers Metaphors of lovers are very intriguing kinds of metaphors since they highlight the aspect of lovers who are involved in a romantic relationship (Bierwiaczonek 2002:112). In the metaphor LOVE IS A UNITY, the metaphorical expression We are one indicates that lovers are parts of a whole. Similarly, the metaphor LOVE IS A JOURNEY shows lovers as travelers, whereas the metaphor LOVE IS WAR presents them as participants in a war or even opponents. LOVERS ARE PARTS OF A WHOLE She is my better half They are unseparable There is a strong bond between them (Bierwiaczonek 2002:113) The examples above prove that we can discuss lovers or think about them as parts of a larger whole. Although metaphors reflecting our emotional states are used spontaneously, not all combinations are possible. The metaphorical expression She is my better half perfectly suits when we consider she as a lover. When we think of she as a family member e.g. My mum is my better half, the whole expression sounds ridiculous (Bierwiaczonek 2002:113). There are also metaphors emphasizing the behaviour of lovers f.g. LOVERS ARE BIRDS (f.e. Look at those two lovebirds on the bench). In LOVE IS MADNESS metaphor, lovers are presented as insane people mainly due to the intensity of love which makes them behave irresponsibly or, in extreme cases, lovers may lose control over themselves (e.g. He has gone mad about her). 2.2.2 Love is a journey metaphor So far, the analysis of conceptual metaphor enabled us to explain that such an abstract feeling as love can only be comprehended with the help of metaphor. Which metaphors of love can facilitate the understanding of contemporary world? How do people conceptualise these metaphors? LOVE IS A JOURNEY Its been a long, bumpy road. Look how far we have come. We are at a crossroads. I do not think this relationship is going anywhere. We are stuck. Our marriage is on the rocks. We have gotten off the track. Well just have to go our separate ways. (Lakoff 1980:45) As mentioned in the first chapter, people use concrete concepts to understand more abstract ones (Kà ¶vecses 2002:6). Such a tendency justifies the fact of using the concept of a journey when trying to comprehend love. Worth mentioning is also the variety of metaphorical expressions concerning different types of journeys. When talking about love, people can refer to train travel (e.g. We have gotten off the track), car travel (e.g. We are at the crossroads) and sea travel (e.g. Our marriage is on the rocks) (Lakoff 1980:45). Such a diversity makes the verbal reflection of our emotions richer and, as a result, the pictures created in mind are more vivid. SOURCE- JOURNEY TARGET- LOVE Love is war metaphor LOVE IS WAR He is known for his many rapid conquests He is slowly gaining ground with her He fought for him but his mistress won out He overpowered her She is besieged by suitors He has to fend them off He made an ally of her father ( Lakoff 1980:49) LOVE IS WAR metaphor is an example of a strutural metaphor, the metaphor which facilitates understanding an abstract concept of love using the concept of war. As far as war is concerned, we consider the following issues: two fighting sides, the result of the fight and the fight itself. In LOVE IS WAR metaphor, such components respectively refer to the lovers, the result of the verbal battle and the disagreement between lovers. SOURCE- WAR The above examples clearly emphasize the existence of the fight between the lovers f.e. He overpowered her. However, the fact of cooperation, which is also present during the war, is hidden. The lovers are shown as opponents trying to fight for their rights. According to Lakoff (1980: 61-67), our language is an expression of our thoughts and feelings. Treating them as parts of our personality, we can assume that LOVE IS WAR metaphor shows one aspect of our personality- willingness to fight for what we consider crucial to our well-being. TARGET- LOVE Love is magic metaphor LOVE IS MAGIC She cast her spell over me She had me hypnotized I was entranced by him She is bewitching I was spellbound (Lakoff 1980:49) From the dawn of history people have been intrigued by magic. On one hand they saw impossible things taking place in front of their eyes, on the other hand their common sense forbade them to believe in such miracles. Although, it is not important whether humans belive in magic or not, what is important is the fact that people are not indifferent to it. Magic affects people and fascinates them profoundly. Women especially are said to have the power to seduce men, hypnotize them or even, cast spells on them. As love is treated almost as a magical and inexplicable phenomenon, it is not difficult to understand why LOVE is comprehended in terms of MAGIC. LOVE IS MAGIC metaphor definitely emphasises the existence of an almost magical conncection that bonds lovers, while hiding the aspect of the mortality of partners and their inability to use magic. SOURCE- MAGIC TARGET- LOVE Love is madness metaphor LOVE IS MADNESS Im crazy about her She drives me out of my mind He has gone mad over her Im just wild about Harry He constantly raves about her (Lakoff 1980: 49) In LOVE IS MADNESS metaphor love is presented as a state of insanity. When one is in love, she/he experiences certain kinds of emotions which are, in fact, similar to mental states of madness. Only intensity differentiates these emotions from each other. Each time we go through them, we have symptoms indicating a psychological illness. Very often the object of love is treated as a cause of a particular feeling or illness (e.g. She drives me out of my mind). One in love is shown as an insane person (e.g Im crazy about her) and a feeling of love as an illness itself. LOVE IS MADNESS metaphor directs our attention at the profound effect that love has on people, thus humans tend to compare it to the state of madness. However, the metaphor refuses to highlight the ability to create plans for the partners future and the aspect of a fruitful cooperation which are also present in a romantic relationship SOURCE- MADNESS TARGET- LOVE Love is a patient metaphor LOVE IS A PATIENT This is a sick relationship They are a strong, healthy marriage Their marriage is dead, it cannot be revived We are getting back on our feet Their marriage is on its last legs (Lakoff 1980: 49) We have already mentioned that lovers are treated as a unity (e.g. We are one). The existence of a unity between spouses indicates the belief that they are actually one person. Due to the fact that a person in love can suffer from symptoms of an illness, we can assume that lovers are patients. The patients health state represents the state of the relationship or marriage. Although the physical and mental condition of the relationship is revealed, the possible ways of healing the marriage are concealed. All of us have experienced an illness at least once in our life-time. However each illness, even the smallest one, is treated as something new. As far as love is concerned, each new relationship is worth taking care of because as Hubert H. Humphrey said The greatest healing therapy is friendship and love. Love can make us feel sick, but it is also able to heal our hearts and souls. SOURCE- PATIENT TARGET- LOVE Love is fire metaphor LOVE IS FIRE I dont want to get burned again. My hearts on fire. That kindled love in his heart. She is his latest flame. He was consumed by love. (Lakoff 1980: 49) Humans describe love as a one of the most vivid and powerful feelings we experience, that is why we use so many metaphors in order to describe the aspects of this overwhelming emotion. However, LOVE IS FIRE metaphor is the most significiant as far as the intensity of love is concerned. As we have observed the intensity of the emotion is highlighted, whereas the possibility of a regeneration after an unfortunate relationship is hidden (people, things cannot revive after being utterly damaged by flames). Thanks to this conceptual metaphor, people can connect different phases of fire burning with different stages of being in love. Such a conceptualisation explains that love, as well as fire, has its beginning, duration and the end. The damage caused by the intensity of fire can refer to the lovers psychological damage because of the disappointment in love. SOURCE- FIRE TARGET- LOVE Love is a physical force metaphor LOVE IS A PHYSICAL FORCE He was magnetically drawn to her His whole life revolves around her The atmosphere around them is always charged They gravitated to each other immediately I could feel the electricity between us (Lakoff 1980: 49) Intensity, being one of the most siginficant features of love, enables us to use forces such as magnetism, gravity and electicity while talking about this powerful emotion. LOVE IS A PHYSICAL FORCE metaphor definitely highlights an imperious aspect of love over other emotions that people can feel. In this metaphor, humans conceptualize love as a force majeure, something that they cannot control or have an influence on. If we assume that such a feeling as love cannot be controlled, we have to admit that also lovers cannot be restricted. The existence of magnetism between them signifies the necessity of living together or spending as much time as possible with each other whereas electricity between lovers presents the power of love that bonds them. SOURCE- A PHYSICAL FORCE TARGET- LOVE 2.2.9 Love is a rapture metaphor LOVE IS A RAPTURE Im giddy with love Ive been high on love for weeks She is drunk with love He is intoxicated with love (Lakoff 1980:49) The examples above present love as a state of an ecstasy caused by drugs or alcohol. The existence of such a metaphor proves that the behaviour of people who are in love resembles the conduct of those being on a drug- induced high. Although lovers do not usually take any narcotic stimulants, they indeed show symptoms of an addiction. A constant thinking about the object of love, a difficult to understand happiness when spending time with each other or a determination to win the beloveds heart are symptoms which may be misunderstood and the person showing them may be accused of using illegal stimulants. However, in everyday situations humans realize that love has such an impact on those experiencing it that they actually can act irresponsiby. SOURCE RUPTURE TARGET- LOVE There are many different kinds of metaphors of love presenting various aspects of this overwhelming feeling. I have chosen only a few of them, the most fascinating and ambiguous ones. The analysis of the metaphors of love proved that this feeling is difficult to comprehend because of its complexity. By trials and errors I have realized that it is impossible to present all the possible sides of this powerful emotion. Love affects people profoundly and therefore it is very important for them. That is why they try to comprehend this abstract feeling using more concrete concepts such as a journey, war or fire. Thanks to metaphors we create in our minds the breathtaking pictures of an incredible world we live in.

Investigating the rates of reaction of Sodium thiosulphate and hydrochloric acid :: GCSE Chemistry Coursework Investigation

Investigating the rates of reaction of Sodium thiosulphate and hydrochloric acid Using my preliminary experiments I decided on using the following apparatus: - A conical Flask - A piece of White Paper marked with a black cross - Dilute hydrochloric acid - Sodium thiosulphate - Water - Measuring cylinder We must produce a piece of coursework investigating the rates of reaction, and the effect different changes have on them. The rate of reaction is the rate of loss of a reactant or the rate of formation of a product during a chemical reaction. It is measured by dividing 1 by the time taken for the reaction to take place. There are four factors which affect the rate of a reaction, according to the collision theory of reacting particles: temperature, concentration (of solution), surface are (of solid reactants), and catalysts. I have chosen to investigate the effect concentration has on a reaction. This is because concentration is the most practical to investigate as it would take longer to prepare a solid in powdered and unpowdered form, and it is difficult to get accurate readings due to the inevitabilities of human errors, and as gas is mostly colourless it is difficult to gauge a reaction changing the pressure, and if a substance is added to give the gas colour, it may influence the outcome of the experiment. Also temperature is difficult to sustain and be made exact for all the experiments. Similarly the use of a catalyst complicates things, and if used incorrectly could alter the outcome of the experiment. All other factors however must be kept constant while we are varying the concentration. Both the sodium thiosulphate and the Hydrochloric acid are soluble in water, so the concentration of either can be changed. However I have chosen to vary the sodium thiosulphate as it is available in larger amounts, and various concentrations are prepared. I will time how long it will take varying concentrations of Sodium Thiosulphate to react with the Hydrochloric acid so that the solution when placed above the white paper with the black cross is so reacted that one cannot see the cross through the opaque liquid. In order for my findings to be valid the experiment must be a fair one. I will use the same standard each time for judging when the X has disappeared. I will make sure that the measuring cylinders for the HCl and thiosulphate will not be mixed up. The amount of HCl will be 5 cm3 each time, and the amount of thiosulphate will be fixed at 20 cm3. Also room temperature will be used as the temperature as it is practical and will not need to be monitored.

Gender and Sexuality in Sports Essay -- Gender Athletics Essays

Gender and Sexuality in Sports When individuals, male or female, decide to enter a non-traditional sport for his/ her gender, there will inevitably be benefits and costs. Because sports themselves are divided along gender and race lines, one would expect that individuals who intend to play a sport deemed by culture and by society as counterintuitive are bound to be criticized and alienated because of their choices. Difference automatically threatens conventions, traditions, and expectations, and hence, it threatens the individuals who belong to that traditional sphere. Because sports are affected as much by funding as they are by issues of diversity and accessibility, the following questions address those issues: which group of people have access to what sports (the type of resources a school has determines the number of athletic opportunities and leagues that are available), what racial groups are represented more in which sports (African Americans are over represented in basketball but they are under represented in iced hockey, whites are over represented in winter sports but they are underrepresented in football), and how do those two questions overall affect a society and culture's response to "deviations?" Generally, society has certain gender constructions that apply directly and indirectly to sports. Men are primarily thought of as physically stronger, more aggressive, and more physically active. Hence, men involved in sports are seen as fulfilling part of their experiences as men. Because they are men and because society has all these expectations about men and their physical abilities, sports becomes an arena in which men can prove, assert, and measure their manhood. In past generations, men could assert their masculin... ...ge, it is important that men and women challenge society's convenient notions about masculinity, femininity, and culture. Men and women in sports must use their art and their talents to question not only the validity but also the premise from which expectations, criticism, and conflict arise. Being involved in sports, regardless of its effects on one's personal life and regardless of the barriers that are created especially to hinder individuals from making choices, opens doors to others who are interested in pursuing a nontraditional sport and who need the support of others like them. Ultimately, the sports world must help validate individuals and their abilities; individuals must defy the sports world and its expectations when its intent is to perpetuate and create divisions among men and women, among homosexuals and heterosexuals, and among races and ethnicities.

The End of the American Civil War Essay -- American History Historical

The End of the American Civil War The purpose of this paper is to show the events surrounding the end of the American Civil War. The two sides which were at war was the union and the confederacy. Which was basically the United States separated into 2 sections going at war with each other. In this document, I will speak about those people who were involved on the battlefield towards the end of the war. The war started in 1861 and was beginning to end by January of 1865. By then, Federal (Federal was another name given to the Union Army) armies were spread throughout the Confederacy and the Confederate Army had lost a lot of men. In the year before, the North had lost an enormous amount of lives, but had more than enough to lose in comparison to the men of the South. General Grant became known as the "Butcher" (Grant, Ulysses S., Personal Memoirs of U.S. Grant, New York: Charles L. Webster & Co.,1894) and many wanted to see him removed. But Lincoln stood firm with his General, and the war continued. This paper will follow the events that took place between the winter of 1864-65 and the surrender of The Confederate States of America. All of this will most certainly illustrate that April 9, 1865 was indeed the end of a tragedy. CUTTING OFF THE SOUTH In September of 1864, General William T. Sherman and his army cleared the city of Atlanta of its civilian population. It was from there that General Sherman and his army began its famous "march to the sea". The march covered a distance of 400 miles and was 60 miles wide. For 32 days no news of him reached the North. He had cut himself off from his base of supplies, and his men lived on the land through which they passed. On their route, the army destroyed anything and everything that they could not use but was presumed usable to the enemy. In view of this destruction, it is understandable that Sherman quoted "war is hell" (Sherman, William T.,Memoirs of General William T. Sherman. Westport, Conn.:Greenwood Press, 1972). Finally, on December 20, Sherman's men reached the city of Savannah and captured it. From there Sherman telegraphed to President Lincoln: "I beg to present you as a Christmas gift the city of Savannah, with 150 heavy guns and plenty of ammunition, and also about 25,000 bales of cotton" (Sherman, William T., Memoirs of General William T. Sherman. Westport, Conn.: Greenw... ...n opinion. Yes, slavery was the cause of the Civil War: half of the country thought it was wrong and the other half just couldn't let them go. The Union dead numbered 360,222 and only 110,000 of them died in battle. Confederate dead were estimated at 258,000 including 94,000 who actually died on the field of battle. The Civil War was a great waste in terms of human life and possible accomplishment and should be considered shameful. Before its first centennial, tragedy struck a new country and stained it for eternity. It will never be forgotten but adversity builds strength and the United States of America is now a much stronger nation. Works Cited: 1."The Civil War", Groliers Encyclopedia, 1999 2.Catton, Bruce., A Stillness at Appomattox. New York: Doubleday, 1963 3.Foote, Shelby., The Civil War, Vol. 3. New York: Random, 1974 4.Garraty, John Arthur, The American Nation: A History of the United states to 1877, Vol.1, Eighth Edition. New York: HarperCollins College Publishers, 1995 5.Miers, Earl Schenck, The Last Campaign. Philadelphia: J.B. Lippincott Co., 1972 6.Korn, Jerry, Pursuit to Appomattox, The Last Battles. Virginia: Time-Life Books, 1987

Six Flags

Confidential For Internal Use Only Team __ TEAM __ – Marketing Plan (Sample) MKTG 649, Fall 2009 Prepared for: Professor Mahmood Hussain Prepared By: Your Name Your Name Your Name Your Name Your Name 1 Confidential For Internal Use Only Team 8 Executive Summary Six Flags has had great success over a number of years through providing a one-stop entertainment destination complete with thrilling roller coaster rides and an exciting atmosphere. In recent years, however, Six Flags has been struggling and is now in dire need of a boost to help regain its success in the Theme park industry.We focused our secondary research on past and current articles on Six Flags as well as the theme park industry as a whole. Databases and websites were utilized in gathering this information. In addition, we delved into previously conducted research regarding the theme park industry and Six Flags. This further allowed us to gather exactly how Six Flags arrived at its success, and ultimately to its f ailure over the past few years. This is information that could have been obtained through interviewing Six Flags employees; however, we chose to proceed with the more efficient choice of secondary research.The biggest issue Six Flags faces is its huge debt of over $2 billion dollars. The firm is on the verge of bankruptcy and has been pulled from the NYSE due to their shares falling below the $1 requirement. The firm needs to pay $300 million dollars to preferred stockholders, and lacks the capital to do so. Another key issue they face is their narrow target market. Six Flags has decreased their focus down to the youth, or teen market with less emphasis placed on appealing to families. This represents a huge loss of potential customers for Six Flags.Furthermore, there is a demand for thrill rides and rollercoaster’s that Six Flags can continue to benefit from. In order to meet both of these issues head on, Six Flags must not only expand their demographic target, but also thei r product offerings. Revenue must be generated as quickly as possible through increased traffic to the parks and product diversification. The marketing objectives we aim to address, execute and accomplish are to increase revenue through diversification and pricing methodologies, and to increase the target market to include families, teens, and young adults.Increased guest spending is a major component of what target markets we are trying to reach. We want to move away from the teen market, which does not spend much if any money in the park beyond admission. The two new target markets Six Flags is going to cater to are families and 21+ young adults. Six Flags will differentiate itself by providing both of these sources of entertainment in one location. We want Six Flags to be a place like no other in the country. In order for Six Flags to stay competitive, we need to diversify our means of revenue.That will be done with the introduction to two new ventures, Motion Simulators and Boul evard Six. Six Flags’ current pricing strategy for their online daily tickets is proving to be successful in terms of attracting more visitor attendance. Extended hours for special events can also deliver an extra added value to 21 and over patrons who are willing to pay a 25 percent increase on top of regular one-day admission. Being open until 12 midnight for such events would grant exclusivity to a smaller crowd with less falling in line.Another feature would be to have hard liquor and beer priced at a premium to further maximize profits. The first sales promotion will be a yearly engagement, every Fourth of July where all guests get in for free. We will call this promotion â€Å"FREEdom Day†. Another frequent promotion will be called Fun in the Sun. We anticipate an increase in Six Flags performance through the execution of our Marketing Plan. 2 Confidential For Internal Use Only Team __ Table of Contents Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Research Methodology†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 Situation Analysis SWOT Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 2 Competitor Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 Customer Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 4 Company Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 4 Marketing Problems and Opportunities†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦5 Managerial Recommendations Market Focus Marketing Objectives†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 8 Target Market†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 8 Differentiation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 8 Positioning†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦9 Marketing Programs Product Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 9 Pricing Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 0 Promotion Strategy†¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 Distribution Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 11 Implementation and Control Financial Data†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 11 Financial Projection†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦11 Financial Control†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 12 Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 12 Appendix†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 14 3 Confidential For Internal Use Only Team __ Introduction Six Flags has had great success over a number of years through providing a one-stop entertainment destination complete with thrilling roller coaster rides and an exciting atmosphere.In recent years, however, Six Flags has been struggling and is now in dire need of a boost to help regain its success in the Theme park industry. The amusement park industry offers a variety of attractions to a very large and diverse market. With everything from high-flying roller coasters to cartoon and movie character based offerings, theme parks have created a very successful market that has been on the rise for many years. However, like everything else, companies have seen their good times as well as their bad. It seems as though Six Flags may be on the decline in an exhausted market.Notwithstanding increased attendance on an annual basis, inclu ding the sharp decline of their teen market, the amusement park industry has been affected greatly by harsh economic times. Six Flags, Inc. specifically has become the epitome of this trying industry. Despite an increasing attendance rate over the years, Six Flags has seemed to dig itself into a hole that it cannot seem to get out of. Their debt-load has handcuffed them to the verge of bankruptcy. Their inability to increase attendance to the point of improved profitability and debt-reduction has helped lead this company toward potential failure.The significance of an increased attendance rate in 2008, (up to 25. 3 million from 24. 9 in 2007) yet still reporting a net loss of $207 million for the fourth quarter of 2008 is very big. 1 This signifies the tremendous amount of trouble Six Flags is currently in as their biggest point of profitability, attendance, has not been enough to dig this company out. This indicates that a drastic change of direction is in need for Six Flags, Inc. Although the numbers are bad for Six Flags, a marketing initiative may help bring this dying company back to life. Research MethodologyDue to lack of resources and low participant count, we have decided to focus our research on secondary research only. While we do believe it may be beneficial to gather information and suggestions through primary research, there are many resources available through secondary research that will sufficient. As the theme park industry is large, a vast amount of literature and information is available. Through researching readily available information, we are able to gather both positive and negative options and research from very credible sources. Although the utilization and execution f primary research is ideal and extremely beneficial, particularly for marketing initiatives, its overall implementation is not a simple task. The type of primary research required to make sound marketing decisions, especially for a depressed company like Six Flags, would need to be on a much larger scale than we are capable of handling in such a short period of time. We focused our secondary research on past and current articles on Six Flags as well as the theme park industry as a whole. Databases and websites were utilized in gathering this information.In addition, we delved into previously conducted research regarding the theme park industry and Six Flags. This further allowed us to gather exactly how Six Flags arrived at its success, and ultimately to its failure over the past few years. This is information that could have been obtained through interviewing Six Flags employees; however, we chose to proceed with the more efficient choice of secondary research. 1 Confidential For Internal Use Only Team __ Situation Analysis SWOT Analysis Strengths Six Flags’ main strength in the present state of the U. S. economy seems to be its â€Å"free falling† prices.For instance, everyone who buys a daily ticket online for Six Flags Discovery K ingdom (Vallejo, CA) pays the kids’ price of $29. 99. This has directly increased attendance. Next to its attractive prices is Six Flags’ internationally recognized brand name. The name, along with its wide array of entertainment products and experiences, has built enduring equity for 48 years. To refocus and re-energize its brand, Six Flags CEO Mark Shapiro and his marketing and entertainment teams have worked to make the theme park more family-friendly while still maintaining its ignature reputation for record-breaking thrill rides. The parks are cleaner, there is more broad-based entertainment, an enforced code of conduct for guests, and better trained employees who can deliver more quality service. As a result, key satisfaction scores were at or above all time highs for the company. Six Flags advocates special causes by holding annual walk-a-thons in the park, joining the fight to help cure childrens cancer. They further support the â€Å"green movement† by using biodegradable commercial trash bags throughout the company’s 20 locations in the United States, Mexico, and Canada.Location is another strength of Six Flags. The theme park is located in major metropolitan areas making it a probable, convenient drive away from home. Weaknesses Although Six Flags is now showing an increase in visitor attendance due to advertisements showcasing low ticket prices and an increased value offering, its number one weakness seems to be leveraging their massive debt load of over $2 billion dollars. It must also pay $300 million dollars to preferred stockholders in which it has no way of paying.The creation of new thrill rides can cost up to $20 million dollars each while consumer spending remains low. This debt will continue to stifle Six Flags’ growth and may lead them to file for Chapter 11 bankruptcy. Since admission is up, the lines for each major attraction will also increase. This may make impatient patrons waiting in the hot summer sun to go elsewhere for entertainment. Another weakness is the retention rate of teenagers and young adults has continued to lessen because they claim â€Å"there’s nothing new for us. Disappointingly, a major weakness that the theme park is also trying to control is its fatal freak accidents. In June 2008, a 17-year-old was decapitated by the Batman roller coaster when he scaled two six-foot fences and entered a restricted area at Six Flags Over Georgia. The year before, a girl’s feet were cut off when a freefall thrill ride malfunctioned at the Six Flags Kentucky Kingdom. A cable had snapped and wrapped around the 16-year-old’s feet, severing them at her ankles. Opportunities Six Flags is limited in opportunities as they have no cash on hand and an overwhelming debt load.However, to attract back the decreasing retention rate of its young adult market which as a result can leverage the debt, perhaps Six Flags can open a 21 and over nightclub. The club can hav e different elaborate themes each night, such as a â€Å"Batman† or â€Å"Terminator† party. A sports bar and restaurant can attract a new demographic of sports fanatics. Guest appearances by sports icons in these restaurants can also drive traffic through the park. Ride simulators in malls, introducing new and upcoming thrill rides, may also convince prospects to try the â€Å"real thing† at a 2 Confidential For Internal Use OnlyTeam 8 theme park. Six Flags can also try to sell some of its land that it owns surrounding its parks to help lessen their debt. It can even hold more events ranging from special causes to entertainment and extend its operational hours to the 21 and over crowd so as to increase ticket sales. Joining more strategic alliances internationally such as Dubai Holding to build a Six Flags in Dubailand can also prove to be profitable. Most importantly, Six Flags needs to get to the root of the problem and come up with a restructuring agreement that will satisfy both its stockholders and the company.Filing for chapter 11 bankruptcy may inadvertently decrease attendance as visitors may perceive that operations, including safety on rides and the cleanliness of the premises could be affected (although Six Flags confirms that these will not be affected if they do file). Thus, bankruptcy could ruin Six Flags’ image and limit more of their opportunities to expand. Threats Threats mainly include other major theme park competitors such as Disneyland and Universal Studios and indirect competition with more affordable fun activities such as miniature golfing or watching a movie.Other threats include the current swine flu that has spread rapidly throughout several states in the U. S. from its origin in Mexico. Some families may think twice before going to a theme park with hundreds or thousands of other persons in which any may be infected with the deadly virus. Severe weather conditions can even temporarily close down the par k. In 2005, it was necessary for Six Flags New Orleans to close down in preparation for Hurricane Katrina. Katrina’s heavy winds and floods left an estimated $32. 5 million worth of damages. The park has since been closed. Competitor AnalysisThe major competitor of Six Flags Inc. is the Walt Disney Company. In comparison, the Disney Company focuses on attracting visitors from across the world to visit its parks while Six Flags targets its local demographic and does not seek to advertise internationally. Although Disneyland offers the magical experience that families have grown up to know and love through its flagship characters and movies, Six Flags is seeking to be the alternative getaway in a downward economy. First off, Six Flags is just a drive away for those who live in close radius to metropolitan areas.At Six Flags Discovery Kingdom (Vallejo, CA), as mentioned earlier, everyone can pay the online daily kid’s price of $29. 99. Disneyland and Disney World mainly r equire a whole vacation package, including airplane flights and a hotel stay. To visit Disneyland’s entire theme park in one day, a patron will have to shell out as much as $94 per day. In 2008, Six Flags even reported a 5 percent increase in revenue with reduced costs from the previous year while Disneyland recently reported an 8. 2 percent drop in revenue and increased costs for this year’s first quarter.Universal Studios movie-theme park, known for simulating their top rated movies into rides and other experiences, is another competitor that also requires a vacation package. Its general admission is $67. 99 a day. Last year, the park underwent attendance downturns due to construction and visitors holding off on vacations until the new rides were complete. However, even in a troubling economy families are willing to pay a premium to visit such parks as Disneyland and Universal Studios to go to a place â€Å"where dreams come true† and to get the ultimate Holly wood experience as seen through television and movies respectively.These are deemed to be more affordable when comparing it to a family trip to Europe or Asia. Six Flags’ other competition includes the experience of shopping at a mall, going out to the movies, or even staying home and obtaining thrills through Sony Playstation or Nintendo’s Wii. Consumers feel like â€Å"getting away† once in a while and if they are restricted to a budget, they may consider the cheaper activity that they can repeat more than once during closer periods of time. 3 Confidential For Internal Use Only Team 8 Customer Analysis Approximately 25 million guests attend Six Flags annually.The park appeals to a broad demographic in which seventy-five percent of its customers live within 100 miles. Its main customer focus is its family unit. Most of its parks are limited to being open during the spring and summer seasons and only on weekends during off-seasons (due to weather factors). In th is case, generating revenue from the family unit is crucial while still trying to retain its core audience of teens and young adults who are drawn to extreme rides. Thus, Six Flags is providing a wider product offering to increase its overall visitor attendance.It is also remaking its image into a wholesome, highly-branded, family-friendly place similar to that of Disney. There are more rides and attractions not only for a young demographic, but also for families. Six Flags has also given these customers more to do and spend money on by bringing in brands such as Johnny Rockets, Papa John’s, Cold Stone Creamery, and Kodak. The park’s attendance has gradually declined in recent years but started to pick up again in 2008 and is showing great promise this spring season. For instance, Six Flags Discovery Kingdom had its largest attendance since 2003 during their two-week spring break period.The family unit is price sensitive; therefore with daily ticket prices being fairly low along with current low gas prices, Six Flags seems like an affordable trip. The company is projecting 55 percent of its total revenues to come during the months of July and August. More families and higher disposable income families are expected to contribute to these revenues. Also, seventy-five percent of Six Flags consumers claim that their primary reason for attending the park is to spend time with friends and family. Company Analysis Six Flags, Inc. is the largest regional theme park company in the world providing a national brand with regional focus.The firm has 20 parks total, 18 of which are in the United States, with the other 2 located in Mexico and Canada. The entertainment destinations in the U. S. comprise theme, water and zoological parks with over 900 rides, including 130 rollercoaster’s. Six Flags, Inc. is headed by CEO Mark Shapiro and is a publicly-traded corporation headquartered in New York City. The first Six Flags theme park, Six Flags Over Texas, w as opened in 1961 by Angus Wynn. The parks name came from the six themed sections, modeled after the culture of the six countries whose flags flew over Texas during the state's colorful history. Today’s parks offer a complete one-stop diversified entertainment destination for all ages. 3 Thrill rides, restaurants, games, themed areas, children’s areas, parades, concerts, shows and much more are available for the customers’ enjoyment. Business Model Six Flags operates as a seasonal business – over 85% of park attendance and revenues are generated between the second and third quarters of the calendar year. 4 Its business model is comprised primarily of making money through ticket sales, in-park food and merchandise sales, and sponsorship revenue. 5 4 ConfidentialTicket Pricing For Internal Use Only Team 8 Ticket pricing covers a broad range, with tickets available for a single day park visit to season passes. There are 3 types of tickets available: †¢ †¢ †¢ Single day 1 park (general and children admission) Single day 2 park pass (general and children admission) Season Pass Single day 2 park passes are for locations that have both a Six Flags theme park and water park located next to each other. Please note that some theme parks have a water park inside of them, but do not require a 2 park pass. General admission prices range from $29. 9 – $69. 99. Children admission prices range from $20. 99 – $29. 99. These ranges cover Single Day 1 and 2 park passes for theme, water, and animal parks. Season Pass prices range from $39. 99 – $125. Season Passes may be purchased for single park admission or dual park admission. Season Passes include: †¢ †¢ †¢ †¢ †¢ Unlimited visits Free tickets for guests Over $300 in park savings Access to Rise and Scream early openings and private Season Passholder Day Accepted at 15 Six Flags locations including La Ronde, Montreal Season passes are Six F lags core value offering.Passes cost little more than a day’s regular admission ticket price, and provide Six Flags visitors with added benefits and savings. Six Flags also offers a premium pass – the FLASH Pass – that serves as a ride reservation system. A limited number of FLASH Passes are available each day of operation and are valid the day of purchase only. There are 2 tiers for the FLASH Pass, Regular and Gold, with different stipulations for each. Regular FLASH Pass †¢ Avoid lines by making a reservation †¢ Wait as long as everyone else is waiting, but not in line †¢ Prices: $27. 9 for 1 person to $117. 99 for 6 people Gold FLASH Pass †¢ Enjoy discounted wait time of up to 75% †¢ Prices: $37. 99 for 1 person to $177. 99 for 6 people In-park Merchandise and Food Six Flags has various licensing and partnership agreements with other firms. Six Flags has held a licensing agreement with DC Comics and Warner Bros. Consumer Products enab ling Six Flags to utilize the rights to the cartoon characters. Six Flags has used the licensing agreement to create character programs including meet and greets, meals, photograph and autograph opportunities. 6 5 ConfidentialFor Internal Use Only Team 8 Six Flags has further utilized the characters’ likeness for merchandise sales including toys, souvenir items, apparel, and more. In addition, cartoon themed rides have been constructed after both DC Comic and Warner Bros characters. Six Flags employs in-park and out-park alliances with restaurants and food manufacturers. Past and current out-of-park alliances have included promotions with Coca Cola, Kraft’s Lunchables product line, and Papa Johns Pizza. 7 In-park alliances have included the implementation of restaurant chains within Six Flags parks.Johnny Rockets, Papa Johns Pizza, and Cold Stone Creamery can be found within the parks, and Tyson chicken has become the official chicken supplier to all parks. 8 Additiona l Partnerships Other promotional alliances have been implemented as well. One such example is the sale and availability of Kodak products in Six Flags paks. Moreover, Six Flags and Nintendo have collaborated by offering free Wii game plays to the Six Flags visitors standing in-line, thus allowing them the opportunity to sample the Nintendo DS games.Six Flags also promotes its brand through American Express, Chase, Blue Green, Panda Express, and The United States Army. 9 American Express and Six Flags have a promotional offering for park visitors in the form of a VIP tours. Patrons may book their Six Flags VIP Tour Presented by American Express for participating theme parks. Please note that the VIP Tour is for theme parks only and does not include water slides and other waterpark attractions. Tours are given to groups or families by an experienced tour guide and can be customized.Tours are priced at $299 and include: †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ â € ¢ †¢ Private guided tour for your family or group Front-of-the-line ride privileges Preferred parking Theme park admission Reserved show seating Private autograph session with select LOONEY TUNES or The Justice League characters Lunch and dinner with reserved seating at restaurants Unlimited snacks Souvenir ride or character photo Expedited access to most rides in the park American Express cardholders gain an additional offer by receiving 20% off each VIP tour booked when they pay with any American Express card. Six Flag ParksCalifornia Six Flags Magic Mountain, Los Angeles – theme park Six Flags Hurrican Harbor, Los Angeles – water park Six Flags Discovery Kingdom, Vallejo – theme and animal park 6 Confidential For Internal Use Only Team 8 Georgia Six Flags Over Georgia, Atlanta – theme park Six Flags White Water, Atlanta – water park Illinois Six Flags Great America and Hurricane Harbor, Chicago – theme and water park Kentucky Six Flags Kentucky Kingdom, Lousiville – theme and water park Maryland Six Flags America, Baltimore/Washington DC – theme and water park Massachusetts Six Flags New England, Springfield – theme and water park Missouri Six Flags St.Louis – theme and water park New Jersey Six Flags Great Adventure, Jackson – theme park Six Flags Hurrican Harbor, Jackson – water park Six Flags Wild Safari, Jackson – animal park New York The Great Escape and Splashwater Kingdom, Lake George – theme and water park Six Flags Great Escape Lodge and IndoorWaterpark, Lake George – lodge and water park Texas Six Flags Over Texas, Arlington – theme park Six Flags Fiesta Texas, San Antonio – theme and water park Canada La Ronde, Montreal – theme park Mexico Six Flags Mexico, Mexico City – theme park Six Flags will be opening a third international location in the United Arab Emirates, Dubailand, which will open its doors to c ustomers in 2011. Marketing Problems and Opportunities The biggest issue Six Flags faces is its huge debt of over $2 billion dollars. The firm is on the verge of bankruptcy and has been pulled from the NYSE due to their shares falling below the $1 requirement.The firm needs to pay $300 million dollars to preferred stockholders, and lacks the capital to do so. Another key issue they face is their narrow target market. Six Flags has decreased their focus down to the youth, or teen market with less emphasis placed on appealing to families. This represents a huge loss of potential customers for Six Flags. Furthermore, there is a demand for thrill rides and rollercoaster’s that Six Flags can continue to benefit from. In order to meet both of 7 Confidential For Internal Use Only Team 8 these issues head on, Six Flags must not only expand their demographic target, but also their product offerings.Revenue must be generated as quickly as possible through increased traffic to the parks and product diversification. Managerial Recommendations Market Focus Marketing Objectives The marketing objectives we aim to address, execute and accomplish are to increase revenue through diversification and pricing methodologies, and to increase the target market to include families, teens, and young adults. We seek to create promotional offers that affect price and new product offerings, and to re-position Six Flags theme parks as an entertainment destination that appeals to all ages, and more importantly families.Value communication is extremely important in the current economic situation we are experiencing. Six Flags is a one-stop entertainment destination that offers very low admission prices along with numerous attractions and activities. It is a park that price-sensitive consumers can enjoy and afford. Six Flags needs to increase its revenue to become viable. These additional revenue streams are to include diversification and promotions. The largest project to create more revenue is the creation of Boulevard Six.It will create the opportunity to have in review stream all year long, rather than just the summer months. It will have a diverse collection of food and entertainment to please the target markets of families and young adults. This will include well known restaurants and entertainment companies, as well as new and excited ventures. Next would be the introduction of Motion Simulator rides located in malls around the nation. These would bring in additional revenue as well as bring awareness of Six Flags. At these locations, the rides would be of the most popular attractions from across all the Six Flags.Promotions could also increase traffic to the parks and increase the revenue during these times. Boulevard Bash is a Saturday night event for those 21 years and older with live entertainment. Six Dollar Sundays would increase visitors to the parks and would bring in more repeat customers. Too Hot to Resist Days would entice people to come to park s on days when it is warm out. They could partake in the water rides to stay cool during these times. And â€Å"Free†dom Day would increase traffic to the park, however there would be revenue from ticket sales there would be from parking, food, and Boulevard Six.Target Market Increased guest spending is a major component of what target markets we are trying to reach. We want to move away from the teen market, which does not spend much if any money in the park beyond admission. The two new target markets Six Flags is going to cater to are families and 21+ young adults. Six Flags current target market is â€Å"mass-market blue-collar, with average income $50,000 per year, and probably split between teens and young adults on the one hand, and families on the 8 Confidential For Internal Use Only Team 8 ther. â€Å"10 These families are not the type that are/were taking international family vacations. These families are â€Å"trading from a three-day, four-figure trip to Disney to a one-day, three-figure trip to Six Flags. †11 A trip to Six Flags is not cheap, but it is cheaper than. â€Å"A typical Six Flags visitor in 2007 spent $36 for the day, including parking, the price of a ticket, and meals. So, the company says, a day at Six Flags for a family of four costs less than $175. †12 Young adults are another target market Six Flags is looking into.They are a segment that had more disposable income than teens do, possible even more than families. â€Å"Young adults in the U. S. spend 52% of their money on clothing, 22% on food, and 13% on music. †13 With the addition of Boulevard Six, there is the opportunity to bring in more of the young adults, who would normally go to the local mall. Differentiation Six Flags has a lot going for it right now and with our marketing strategy, it may have the ability to differentiate itself from all the competitors. We aim to focus our differentiation based on the style of entertainment it offers.Six Flags will be a place people can go to have a day of excitement like no other theme park can offer. Without having to spend lots of money, people can have a great deal of fun during the day at an exciting theme park, and at night can cruise the Boulevard (Discussed below). There are obviously many places where one can go and enjoy a day at a theme park, however, they may have to travel a great distance if they desire to cap off the day with a night on the town. Six Flags will differentiate itself by providing both of these sources of entertainment in one location.Positioning We want Six Flags to be a place like no other in the country. In order to do this, we seek to position Six Flags in two ways. Due to the different offerings from Six Flags we don’t want to position ourselves in just one way. First, we aim to position ourselves as safe, family-friendly, lowcost form of entertainment. This position will be targeted to families and younger guests. We will advertise through d ay-time television and kid’s programming. Second, we will position ourselves as cool, fun, energetic and young-hearted.This position will be targeted to teens and younger adults (over 21) who would be interested in the Night of Fun as described below. We will hope to utilize different types of social media to target this demographic and project this type of positioning for Six Flags. Marketing Programs Product Strategy Six Flags has been providing their visitors products through their main channel, theme parks, during their existence. In order for Six Flags to stay competitive, we need to diversify our means of revenue. That will be done with the introduction to two new ventures, Motion Simulators and Boulevard Six.The motion simulators will be distributed throughout all major metropolitan malls that will be in close proximity to a Six Flags park. Malls are a choice location as they allow us to reach the broad demographics we target – families, teens, and young adults. The rides will have a selection of popular rides from Six Flags 19 parks. After the ride is over, it will â€Å"spit out† a 50% off admission coupon good for any Six Flags park, and must be redeemed within one month. This tactic is expected to drive sales up dramatically. 9 Confidential For Internal Use OnlyTeam 8 Boulevard Six will be an outdoor shopping district located outside of Six Flags larger parks. Its intention is to help produce revenue all year long, even while the parks are closed for the season. Boulevard Six will have a mix of food, shopping and entertainment for all ages. Restaurants will include California Pizza Kitchen, P. F. Changs, Johnny Rockets and more. Shopping will include Fossil, Gap, Abercrombie and more. Entertainment will come from the Comcast Sports Bar, nightclubs, live concert stages, Lucky Strike Bowling and movie theaters.Boulevard Six will also be the location of Boulevard Bash. Pricing Strategy Six Flags’ current pricing strategy for their online daily tickets is proving to be successful in terms of attracting more visitor attendance. A great example is Six Flags Discovery Kingdom (Vallejo, CA). As a price bundle, the theme park can also offer online daily tickets with one-day discounted parking at 20 percent to further raise attendance. For its Discovery Kingdom park, visitors will pay $29. 99 plus $12 for one-day parking totaling $41. 99.If paid separately, parking would cost $15. For its season pass holders, Six Flags can give an automatic 10 percent on all meals and merchandise simply by presenting their season passes at point-of-sale. Vouchers and coupons do not need to be redeemed for the sake of customers’ convenience. In addition to perks such as free tickets for your friends on select days, and free special events, season pass holders who are 21 and over will also pay a discounted price of $15 to get into Six Flags’ exclusive nightclub in Boulevard Six (mentioned under â€Å"Promotionâ⠂¬ ).Season parking passes also purchased online can be reduced by 20 percent and bundled with their appropriate season passes to increase the affordability and convenience of visiting Six Flags respectively. The V. I. P. tour requires a 4-person minimum and can cost up to $299 per person. This may seem like an extravagant and an unnecessary option. However, American Express cardholders with more discretionary income can enjoy this option at a 20 percent discount. To appeal towards more price-sensitive families who still want to get the ultimate V.I. P. experience, online specials should include a 20 percent discount on select days regardless of what credit card is being used. Extended hours for special events can also deliver an extra added value to 21 and over patrons who are willing to pay a 25 percent increase on top of regular one-day admission. Being open until 12 midnight for such events would grant exclusivity to a smaller crowd with less falling in line. Another feature wo uld be to have hard liquor and beer priced at a premium to further maximize profits.Ride simulators (mentioned in opportunities under â€Å"SWOT analysis†) will cost the consumer $9 for a four-minute edge-of-your-seat excursion! (These will be located in all major metropolitan malls that will be in close proximity to a Six Flags park. ) After the ride is over, it will â€Å"spit out† a 50% off admission coupon good for any Six Flags park, and must be redeemed within one month. This tactic is expected to drive sales up dramatically. Promotion In order for our marketing efforts to be successful, we need to attract customers to the previously discussed new park and activities.This is where the use of promotions will come into play. With exciting new attractions offered by Six Flags, we will need to engage more people through various type of promotions. We suggest by starting with sales promotions. The first sales promotion will be a yearly engagement, every Fourth of July where all guests get in for free. We will call this promotion â€Å"FREEdom Day†. By incorporating the Independence Day 10 Confidential For Internal Use Only Team 8 theme, every Six Flags park will be the most enjoyable place to be on the Fourth of July.This will be a day where families can come to experience the rides and attractions, all themed accordingly, and can end the day with a 45 minute long firework display coordinated to a serious of popular current music hits. We want this promotion to help Six Flags become the leading place to be during the Fourth of July. Due to capacity constraints in each of the parks, attendance will be limited to the maximum capacity the park can handle. We will let more people in as other leave, and while everyone waits, we will have activities and entertainment out in the waiting area.Even though the guests are not in the park yet, they should still be able to have an enjoyable time while they wait. Since one of our main goals is to impro ve loyalty among our guests, we also want to have promotions on a more frequent level. One of these frequent promotions will be Six Dollar Sundays. We will offer admission to all Six-Flags for only $6 every Sunday. Another frequent promotion will be called Fun in the Sun. Anytime the temperature hits above a certain temperature (depending on the location of the park) admission will be half-price.This will help entice the people that are reluctant to come to the park if it is too hot outside. This next promotion will give free admission to people on their Birthday. We will call this our Birthday Club and promote keep records of every person’s Birthday so every year we can send them reminders to entice them to come back. Our final promotion will be called Boulevard Bash. This will be for the 21 and older crowd and will be priced at $25 per person. We will block off our Boulevard Six (described below) and admit only persons of age.We will provide alcohol and bring in musical tal ent to perform every Saturday night. Distribution The main channel of distribution will continue to be Six Flags parks. The majority of our marketing plan is focused around promotional and pricing methodologies, with the promos taking place in Six Flags. Through the price promos we execute, we anticipate an increase in sales of in-park merchandise as consumers will have more disposable income due to their savings on park admission. There will be one other channel of distribution, however, for the thrill Motion Ride simulators.The ride simulators will be distributed throughout all major metropolitan malls that will be in close proximity to a Six Flags park. Malls are a choice location as they allow us to reach the broad demographics we target – families, teens, and young adults. Implementation and Control Financial Data Six Flags is in financial distress, which might lead Six Flags to file chapter-eleven for bankruptcy. Furthermore, in October of 2008, the New York Stock Excha nge penalized Six Flags since its stockholder equity had fallen below $75-million, and the stock price had fallen below one-dollar violating the New York Stock Exchange standards. 4 If Six Flags does not increase its stock price 11 Confidential For Internal Use Only Team 8 and market capitalization, it risks being removed from the NYSE. 15 Six Flags will not be able to continue operating without finding a plan to restructure the debt. Six Flags lost $113 million in 2008, which is compared to $253 million in 2007. However, the most recent forth quarter its reported loss is $201 million, which is compared to 2007 forth quarter $127 million. 16 The projections for Six Flags are concerning. First, by August 15th of 2009, Six Flags must pay $287. million in Preferred Income Equity Redeemable Shares to the shareholders. However, if Six Flags failed, the amount would reach in excess of $318 million. 17 Second, the financial situation is very critical further complicating Six Flags ability to continue operating. Due to major banks being in financial trouble, there is no access to adequate capital resources and lending procedures are more stringent. In order to obtain capital, our group is projecting the possibility of Busch Entertainment Corporation, a competing theme park operator in the United States, to acquire Six Flags.Busch Entertainment Corporation is a subsidiary of Anheuser- Busch. Busch Entertainment Corporation operates nine-theme parks across the nation including the Sea World and Busch Garden Parks. The company’s financial performance has been generating revenue of $1. 3 Billion and a positive earned income on the revenue. 18 Therefore, by reaching such a deal, Six Flags can have access to capital to meet the financial obligations and payoff the creditors. On the other hand, it will diversify its risk portfolio, and the advantages to share assets of both Six Flags and Busch Entertainment Corporation.Financial Projection Financial Control Six Flags CEO has been proactive in restructuring the Six Flags itself, and not only the debt. For instance, by making some major changes, Six Flags can survive these crucial economic circumstances. Therefore, CEO Mark Shapiro has used his private equity firm, Red Zone Capital, for purchasing the restaurant chain Johnny Rockets in order to integrate the chain into all parks. In addition, Red Zone Capital bought Dick Clark Productions, television home of the Golden Globe Awards, and the Academy of Country Music Awards.This was done with the intention of featuring celebrity and music events in the parks to generate revenue and stimulate and increase foot traffic. 19 Financial control over the Six Flags situation is still valid, by both restructuring the debt, and the theme parks. In addition, to potential of gaining access to some financial resources from a possible merger or consolidation with the Busch Entertainment Corporation is valid as the firms have similar revenue models and Busch has e xperienced more successful financial performance than Six Flags. ConclusionSix Flags financial situation is extremely dire and the firm is currently floundering to stay afloat. We believe that with our Marketing Plan, we may enable them to greatly increase foot traffic and sales revenue. The pricing promotions will bring people to the park and cause them to spend the money they save on ticket sales, on in-park food or merchandise. The promotions for young adults featuring 21+ nights will provide a great source of income through food and alcoholic beverage sales. The Boulevard will further create a diversified source of revenue.The re-positioning of Six Flags as a fun, low-cost entertainment destination for the family will further increase their target market and communicate value to price-sensitive consumers. Six Flags is an enjoyable theme park where all of your family entertaining needs may be met. We anticipate an increase in Six Flags performance through the execution of our Mar keting Plan. 12 Confidential For Internal Use Only Team 8 McCann, Kyle. â€Å"Rough Year Recorded at Six Flags. † ABC2News. com. 12 March 2009. 7 May 2009 . 2 â€Å"Six Flags – Investor Relations. † Six Flags. 10 May 2009