Strategy Formulation - NIKE Research Paper Example | Topics and Well Written Essays - 1250 words

Strategy Formulation - NIKE - Research Paper Example They also experience high operation costs in markets that are not suitable for its products since they begin by sneakers. Opportunities The company has the opportunity of promoting its brands not only as sportswear but also as fashion-oriented products (Blakey, 2011). A number of people use NIKE products exclusively as fashion wears. It also experiences high demand for both footwear and clothing meant for leisure activities. The company should employ and development its use in internet sales that has been provided to increase its growing capacities with an excellent marketing platform. Threats Experience a large number of Competitors who replicate the product designs of NIKE and its business model (Bamberger and Meshoulam, 2000). Some of these companies that give NIKE stiff competition include Adidas-Solomon AG, Reebok, and many others. It experiences financial losses due to unstable costs and margins caused by the use of different international currencies. These are threats that res ult from the fact that it is involved in international trade where it has to buy and sell goods in different foreign countries. The model of its products has not changed much from what was designed by Knights. This has significantly reduced the competitive advantage with other similar products that have much improved. BCG Matrix Nike operates on segments including Apparel, equipment, and footwear that it supplies mostly in Europe, U.S, Africa and Middle East, Latin America and Asia pacific (Slack and Parent, 2006). However, NIKE has a problem with child particularly in the Nike air shoe, which has not only faced difficulties in its sale but has also received several, complains from the customers. Therefore, it is important that this shoe’s quality... The research tells how Phillip Knight a business graduate from the University of Stanford Nike initiated NIKE Company in the year1962. The company started has an importation business organization that dealt with sportswear including athletic shoes from Japan to United States. Originally, NIKE was known as the Blue Ribbon Sports. Later it was named NIKE after successful growths and expansions. Currently, the company indulges in business activities encompassing of designing, product development marketing of footwear, sporting equipment, apparel, and accessory product. It is the largest footwear seller all over the world. NIKE currently sells to over 160 countries all over the world including Europe, Australia, Canada, Latin America, Asia, and United States. Some of its facilities are in Oregon, North Carolina, Tennessee, and Netherlands. It also has leased facilities that include Nike-women stores, Nike-towns, Nike factory stores, and more than 100 administrative and sales offices. NIK E brands include Bragano, Converse, Cole Haan, Hurley, g series, and Baver. NIKE should introduce more products or improve on the currently available products in order. This initiative will improve the product outlook and satisfy the emerging consumer demand. The company needs to develop more products both in sportswear and fashion wear in order to expand its markets and increase the volume of sales. It should also expand further into foreign markets both in the future and currently through aggressiveness and being the leading footwear industry.

The paradox of omnipotence, and Mackie`s solution Essay Example for Free

The paradox of omnipotence, and Mackie`s solution Essay Omnipotence is inexhaustible, unlimited power. The attribute of omnipotence (being all powerful) is generally a quality of the God of monotheistic religions. There exists an argument, however, that the concept of an omnipotent being is paradoxical, meaning that it is logically impossible that an omnipotent being can exist. One of the more well-known renderings of this paradox goes: Can God create a rock that would be too heavy for him to lift? What this question is asking is essentially â€Å"can God can create something that he cannot subsequently control? This question presents a dilemma. If the answer is yes (because God can do anything, after all), it would mean that he is not actually omnipotent, for how could there exist something that an omnipotent being cannot control? If the answer is no (because how could God not be able to lift a stone—he’s supposed to be all-powerful), then he is not actually omnipotent, because here is something he cannot do after all (he cannot create something that he cannot control). Thus, with either answer, the conclusion is that God is not omnipotent. In his answer to this problem, John L. Mackie says that if an omnipotent being creates an uncontrollable thing, then controlling this thing would mean controlling an â€Å"omnipotently-made-uncontrollable† thing, which is logically impossible. Thus even the omnipotent being will not be able to control it, and his failure to control it would actually be an affirmation rather than a refutation of the his omnipotence. Rigid designator and non-rigid designators The concept of rigid and non-rigid designators is somewhat akin to the concept of proper nouns and common nouns. A rigid designator is a term in philosophy that â€Å"designates [or defines] the same object in all possible worlds in which that object exists and never designates anything else† (LaPorte, 2006). Inversely, a non-rigid (or flaccid) designator is a term that does not refer to the same object in all possible worlds. For example, the sentence â€Å"Neil Armstrong was the first man on the moon† contains both a rigid designator (Neil Armstorng) and a non-rigid designator (first man on the moon). If events had been different, Neil Armstrong might not have been the first man on the moon, but Neil Armstrong (not just as a name, but as it refers to the man himself) will always be who he is.

Parental Involvement in Childrens Education Essay examples -- Parenta

Benjamin Franklin once said, â€Å"Tell me and I forget. Teach me and I remember. Involve me and I learn.† In order for a student to truly succeed, there must be some type of involvement. Parental involvement is a certain asset that most successful students all share. In contrast, some parents sometimes blame teachers for their child’s low learning potential. This is false, since learning starts at home. A child needs to be taught morals, values and book knowledge in order to succeed in life. After all, the average school day is only six hours a day, and the child is at home for far more than that. Parental involvement in significant because teachers and staff are not the only people a child can depend on for a good education or even becoming a better person. I chose this topic because I am a parent of three kids, and I also think it is important to parents and future parents and anyone who are raising kids. Most of the all, early parental involvement in child ’s education has demonstrated higher chances of academic success by overpowering differences in upbringing that include: race, culture, economic status, educational levels, age, marital status, and gender. Culture impacts parental involvement because this varies from family to family and some cultures have different ideas of what is significant. For example, in some cultures believe children don’t need parental involvement because if they get more support from their parent; they can’t be independent and they can’t learn the value of being self-dependent. The aspect of culture is highly significant when it comes to a child’s education (Cheung, C. M. (2011)) conducted study regarding parental involvement was done on learning skills in the US and China. Since the s... ...ingapore. Journal Of Educational Psychology, 106(1), 301-314. doi:10.1037/a0033821 http://eds.a.ebscohost.com.ezlib.gatewaycc.edu:2048/ehost/detail?vid=6&sid=e01bfa0b-6904-4c06-812b-e734179e4d63%40sessionmgr4001&hid=4111&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=pdh&AN=2013-29638-001 TOREN, N. (2013). MULTIPLE DIMENSIONS OF PARENTAL INVOLVEMENT AND ITS LINKS TO YOUNG ADOLESCENT SELF-EVALUATION AND ACADEMIC ACHIEVEMENT. Psychology In The Schools, 50(6), 634-649. http://ezlib.gatewaycc.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=pbh&AN=85747131&site=ehost-live Vellymalay,( 2012) Parental Involvement at Home: Analyzing the Influence of Parents' Socioeconomic Status By Vellymalay, Suresh Kumar N. | Studies in Sociology of Science, March 1, 2012 http://www.questia.com/read/1G1-284552837/parental-involvement-at-home-analyzing-the-influence

Performance Literature and Silent Reading Essay

The different forms of literature have been recognized as one of the best ways of expression wherein the individual responsible in creating a certain piece of literature can be able to express his or her thoughts and emotions as well as the ideals, values, and morals of a certain group of people or nation. Nevertheless, the importance of literature is realized through the perception of the people, which is why performance literature and silent reading have pivotal role in the appreciation of literature. The difference of performance literature and silent reading can be seen in the participation of an audience or reader, which makes it distinct from each other despite the situation that they are interpreting one form of literature. Both in the past and the present times, performance literature exists around the world. In the western and non-western societies literature is often appreciated by people through live performances. Literature performance involves the presence of an audience that should be engaged in the emotion of the performance literature. In this sense, performance literature requires the involvement of an audience as well as the corresponding social or religious context in order to exist. The same thing happens in situations when written texts that are embodied in some or all of the words are performed (Thomas, n. d.). On the other hand, in the modern western world, people are more accustom in experiencing literature by means of silent reading. Despite the existence of theater and poetry readings, the prevalent perception of proper literature in the academic realm is merely confined upon written pages. Being the case, most scholars always start with a written text in understanding different subject matters and appreciating literature (Thomas, n. d. ). Silent reading is recognized as an individualistic approach in understanding and appreciating literature because the reader is only the one responsible in understanding a written text like a story or novel as compared with performance literature that requires an audience and specific societal or religious context. Reference Thomas, R. (n. d. ). Performance Literature and the Written Word: Lost in Transcription? Retrieved from http://journal. oraltradition. org/files/articles/20i/editors_column_20_1. pdf.

A Visual And Verbal Narrative

Malia Wittgenstein had finally made up her mind; she would pursue a promising job offer, with Starcom Fashion Design Company in Washington as a personal assistant to the director. Malia was willing to leave behind her usual life in Newcastle UK.Her lover; Jethro who was a Chef in a renowned Newcastle hotel, was not happy about her decision but he could not control her considering the fact that she had caught him flirting with a prostitute in a local pub. Jethro, had apologized profusely but Malia seemed to think that he was treating her that way because she was jobless at the time.Malia sat in the sitting room staring at the two bags she had packed for her departure. Emotions overwhelmed her, as she thought of her usual life in Newcastle. Malia had built all her life around Jethro but his betrayal in a drunken stupor had neutralized all her trust in him.As she stared at their portrait on the wall, so many emotions were running through her, she loved and hated him at the same time. Sh e smiled at the memories of good old times and shed tears when she remembered their latest scuffles with Jethro. Malia seemed to be sure that all she needed was to get away from Newcastle, and prove to Jethro that she could turn around and make it in life.She looked at a painting hanging loosely on the wall depicting a girl in pursuit. The painting seemed to collude with what she was going through and felt so much in touch with the painting. Suddenly she felt nostalgic and was not sure if she should go or not and tears filled her eyes.Malia was not sure if she was making a mistake or not by leaving Newcastle and more so if she was wrong about Jethro and if he really meant his love to her as he had promised earlier in a bid to try and coarse her not to leave him.She had decided to leave today because Jethro would be busy at work and would not try to stop her to leave through his sweet tongue. She cried and sobbed with a heavy heart not trusting if she could leave the life she had so much gotten used to. When she finally calmed she took a paper and a pen and wrote a letter to Jethro:To my first love,I never knew the meaning of love until I met you Jethro. You were the first man to take away my innocence and I don’t regret it because then I knew I loved you and you loved me. When my parents died and I lost everything, God brought you to my life and you have been the only family I have ever known.I am still hurting because you cheated on me the other day. I don’t know why, but I want to hate you so much yet I can’t because I still love you so much. Why did you hurt me so bad? Is it because I am jobless unlike you? This new job offer in Washington is promising and I think it will make me happy and that’s why I want to leave and let myself be.I hate to confess this but I don’t know if I will ever be able to get you out of my mind Jethro. Please don’t try to stop me because I won’t let you. I have to leave now don†™t worry I will get in touch after sometime. Jethro? Do you really love me as you are professing? Am I the woman of your dreams and are you certain that you really want to marry me as you told me last night?From your Cherry,Malia

embracing the future with technology essays

embracing the future with technology essays Has technology opened a Pandora's box of social alienation, or alternatively, is it bringing humans into a new era of prosperity and well being? n the modern world technology is all around. Automobiles, computers, nuclear power, spacecraft, and X-ray cameras are all examples of technological advances. Technology may be defined as the process by which human beings fashion tools and machines to change, manipulate, and control their environment. The increasing pace of technological change in the 20th century makes it difficult to place recent developments into perspective. What new branches of science lay before us? Will new-age pseudo science or religious trappings keep us from opening our eyes to the facts of the world around us? Have the humanities been discarded for the complexities of electronics? Is our culture capable of embracing a technically advanced future? The most critical influence of technology in tomorrow's society lies in the social and cultural realms. There exists a diverse body of opinion on the possible ability of this technology to enhance democracy. One school of thought believes technology will usher in a new era of democracy, bringing about easy exchange of dialogue between different groups within society. The opposing school of thought is of a future in which this information technology will be controlled by big businesses that will provide opportunities for surveillance and domination. A recent example of the latter is the windows 2000 program that is designed to replace Windows 97. Here a user's activity on the Internet can be readily tracked by an invisible code that enables Microsoft to sell this information to the highest bidder. People have always wondered how life originated and how so many different kinds of plants and animals arose. Stories of a supernatural creation of life developed among many peoples. The Bible, for example, tells of God's creation of ...

Shotput Essays - Throwing Sports, Ballistics, Individual Sports

Shotput Essays - Throwing Sports, Ballistics, Individual Sports Shotput Shot PutPhysics is everywhere in the world of sports. It can be found when a boxer punches a guy, or when a person is stabbing something. The shot put is an event which has many practical applications to physics. From the time the thrower begins moving, to the time the shot hits the ground, physics can be applied.The first track and field events began over two thousands years ago in Greece. People participated in sprints, endurance races, shot put, and discus. Track and Field events were held first in the Olympics in 776 B.C. They were held again every four years: however, under the Roman Empire, track and field started to die (McMane, 5). It didn't begin to flourish again until the middle of the eighteenth century. In 1896, the Olympics started again in Athens, Greece. Since then, they have been held every four years with few exception. The shot put event evolved with the maturing of Olympic Games. It advanced from a very basic understanding of the sport, to a precise approach to ea ch athlete's technique.It is important to understand the set of events that should be followed in each throw. The shot should be placed over the head balancing the shot on all four fingers. The left arm should then be raised above the head. Both hands are turned so that the palm of each hand are looking down at each ear. In that position the arms are lowered to rest on the shoulder. Then both hands are squeezed to the neck. The rhythm for shot placement is described as up, turn, down, squeeze(Naclerio 117). There are many different styles used in the shot. Parry O'Brien developed a 180 degree shot rather than the usual 90and found that the longer he pushed the faster the shot would travel. The most descriptive word for the action of the shot putter's arm is punch ( Naclerio, 116). The motion of the arms should be like punching towards a tall person. The legs of the putter should move in a violent manner and the right heel should get around the right knee. The throwing motion of the shot than begins. In the up position the athlete will then balance the shot on the base of the fingers. In the turn position, the athlete faces his or her palms to the ears, then lowers his arms to prepare for the squeeze. In the squeeze phase, the ball is nestled against the neck. The left arm is than relaxed to become an extension of the left shoulder.The physical properties of the shot may also be important. The shot is generally made of brass or iron (Matson 1). It is thrown from a circle of 2.135 meters in diameter into a sector about 65 degrees from the center of the circle. The circle has a board 10 centimeters high around the front.Tall heavy and strong athletes are suited to shot putting. The release velocity of the shot is very much dependent on the speed at which the thrower moves across the circle. Therefore, shot-putters are generally fast and powerful. Strength, power and flexibility form the foundation of shot putters. In order to avoid injuries in trial runs the subj ect should engage in arm, waist, hamstring, hip and quadriceps stretching. Also a light jog or brisk before stretching may be appropriate. Warming up each day will also be vital to results. If the same warm-up routine is used each day then the results will be more uniform because the subject will be similarly ready for each day of putting. Videotaping is used extensively in shot-putting. Video taping can be helpful because there is often a big gap between what one thinks he/she is doing between what he/she is actually doing. The techniques of athletes use in throwing the shot have changed dramatically over the past century. The first style was a crude approach to throwing the shot. An athlete simply threw from an upright stance perpendicular to the toe board (Judge, 30). In the 1950's, Parry O'Brian added momentum to his technique by introducing the back to the toe board stance. This involved sliding towards the toebaord to add speed and momentum behind the shot. And

Supercharge your resume in 30 minutes or less

Supercharge your resume in 30 minutes or less Okay, so you already know you should spend lots of quality time honing your resume, lovingly crafting the masterpiece that will get you your next job. Resumes benefit from time and editing. But reality doesn’t always give us the time we’d like, and sometimes you need to produce a great resume on short notice. Maybe it’s been a while since you updated and an awesome new job opening has popped up, or maybe someone in your network has mentioned that hey, there’s this new job that would be perfect for you- can you submit you resume today? Whatever the time crunch is, it means you have to produce something solid without much notice. So what do you do when you want to spruce up your resume but you don’t have much time at all? Don’t panic†¦it’s doable! Let’s walk through some of the best things you can do to supercharge your resume in no time flat.Choose a format- and stick to it.If you had more time, you could play with different formats and see what works best for your skills and experience. No time for that today, so choose your path quickly.If you have a lot of work experience in your field: Go with the traditional reverse-chronological format, where you put your work experience section prominently up front and work backwards through your jobs.Here’s an example of how your resume can look if you want your experience to be the most prominent feature:Jenny Smith21 Jump StreetEvanston, IL 12121JSmith45@emaildomain.comExperienced Store ManagerQUALIFICATIONS SUMMARYStore manager with more than 10 years experience.Creative, innovative team leader with proven results.Exceeded sales goals by more than 15%, three years in a row.WORK EXPERIENCEBig Box Store ‘R Us, 2013 – presentStore ManagerManage a busy Chicago branch of a national department store chain.Lead a team of 60+ employees.Improved in-store sales by 10% in 2017, 9% in 2016, and 8.5% in 2015.In this example, Jenny goes straight for t he emphasis on her work history, and her results.If you are inexperienced, or just starting out in the field: Go with a skills-based format, where you lead right into a skills summary that relates directly to the job you’re applying for.Here’s an example of how your resume can look if you want your experience to be the most prominent feature:Kai Burns1 Main StreetLos Angeles, CA 12312KaiBurns@emaildomain.comDisciplined, enthusiastic recent grad seeking a marketing role at X Corp.SKILLS SUMMARYSocial media expertise (Instagram, Twitter, Facebook)Demonstrated leadership on team projectsStrong written and verbal communication skillsIn this example, Kai leads with her skills, because she’s a recent grad and doesn’t yet have a ton of work experience or concrete professional results she can call out.Don’t reinvent the wheel.You’ve only got 30 minutes, so unless you’re really attached to the idea of creating a resume from scratch at breaknec k speed, work with something that already exists. That may be your current resume, but if it’s really outdated or not great then there are lots of pre-existing templates where you can drop in your information and go from there. Using a resume library template can be a major time-saver, especially when you’ve only got a few minutes.Focus on the short, sweet elements.You don’t have a lot of time to pore over your experience bullets, but you can spend your time making sure that some of the shorter, punchier parts of the resume are in good shape. For example, make sure you have an effective, attention-grabbing headline. Your headline helps you set the narrative yourself. And this is where having less time can work in your favor: you want to focus on the most important, relevant parts of yourself as an applicant for this particular job, without overthinking it too much.Similarly, a good summary can help you really focus on your most important strengths as a candidate and what you want to say in your resume.Use bold action words.You want your supercharged resume to be potent, not wordy, so it’s all about the word choice. Instead of using long bullet points to develop a point, use a targeted action verb to get the point across faster. It’s not only more effective, but also cuts down on your writing and editing time. Some examples of strong action verbs that look good on your resume:ChairedCoordinatedExecutedHeadedImplementedMaximizedOperatedOrchestratedOrganizedOutperformedOverhauledOversawPlannedProducedRedesignedStreamlinedSaying more by taking up less space is something you can do pretty quickly that has a big impact on the quality of your resume. You’re using your limited time to make sure that parts of your resume pop instead of using the same old verbs that pass unnoticed as a reader skims your resume.For more on how to punch up your verbs:5 Action Verbs That Will Energize Your ResumeHow to Create a Resume Packed with A ction WordsPowerful Action Verbs That Will Make Your Resume Look Like a Million BucksDon’t skimp on editing.The final proofread can be the first thing to go when you’re in a rush. It’s done, it needs to be out the door†¦it’s probably fine, right? Not so fast. If you’re only taking half an hour with your resume, make sure you slot five minutes at the end to do a careful read of the final doc before you hit send. Ideally, you’d have someone else look at it to make sure everything reads well and there are no glaring errors, but if you truly don’t have enough time to do that, use your own critical eye. You may only have half an hour to work on your resume, but you don’t want your resume to look like it.Make it look nice.Again, since you don’t have time for the deep resume dive, focus on as many of the aesthetics as you can. Is your layout clean and easy to read? Are there blocks of uninterrupted text that could be broke n into reader-friendly chunks? Is your resume free of odd formatting that might not work on a computer or device screen? A quick pass to make sure your resume looks appealing should be one of the last things you do before you send.Whether you’ve got 30 minutes or 300, you want to put out the best resume possible. After all, it can be your first step to a new job, and you want to make sure you’re presenting yourself in the best possible way. If you’re crunched for time, it’s important to accept that you don’t have time to finesse every detail- but you do have time to pick the most important points and shine them up so the reader never knows you had such a tight timeline.

Dq6-Terence Essay Example | Topics and Well Written Essays - 1250 words

Dq6-Terence - Essay Example A decision support system (DSS) is a computer-based information system designed to help a manager choose one of the several possible solutions to a problem (Tripathi, 2011). Today, it is possible for an organization to automate certain decision-making processes in a huge, computer-based DSS that is sophisticated enough to analyse a huge amount of information quickly. As a system, some of the elements that constitute a DSS are models for collecting data, personnel, databases, processes, software and equipment. It helps an organization to increase its market share, cut costs, increase profits and improve the quality of services and goods. For instance, a national revenue authority may use a DSS to bring more citizens into the tax bracket, thereby increasing its tax revenue collections. Similarly, a manufacturer of detergent can use the DSS to determine the market segment that his competitor pursues. Once armed with this information, he can then choose to concentrate on the segment that least appeals to his opponent. The knowledge worker brings many benefits to his organization. Under this section, I’m going to discuss some of his/her roles and illustrate how a DSS relates to them. First, the knowledge worker analyzes data in order to establish links or relationships between/among phenomena (GSA Enterprise Transformation, 2011). For example, in processing applications for scholarships, a school administrator may want to check a student’s academic performance against his/her family background. Should the school have a DSS in place, this task should be relatively easy. The only the administrator will be required to do is to look at the student database, which is a key component of the DSS. Another role of the knowledge worker is to brainstorm, that is to think broadly. For instance, a town planner who is faced with the task of preparing a redevelopment plan for a declining area of inner city has to evaluate and

Western Civilization Class Paper Research Example | Topics and Well Written Essays - 1250 words

Western Civilization Class - Research Paper Example upon the life of the average worker, the following analysis will be concentric upon discussing these unique nuances in light of the way that they affected different groups. Furthermore, by referencing and analyzing conditions, societal structure, and life for the working class during the 19th century, the analysis will also focus upon how workers were treated within the factories, whether women and children were treated differently than men, what primary sanitation standards or conditions existed for the workers, and how these working conditions affected their overall health. Finally, a discussion and analysis of whether or not this author believes that workers were treated in this manner for a reason will be discussed. It is the hope of this particular student that the reader will be able to gain a more informed and relevant level of understanding concerning these questions as a direct result of the information and primary source documentation which will be analyzed within this brie f essay. All things considered, life for the average 19th century working class was anything but pleasant. These individuals were faced with a litany of different hardships. Among these included: long hours, poor conditions, health hazards, poor treatment at the hands of supervisory staff or managers, poor sanitation, low wages, and oftentimes horrendous living conditions. Naturally, there were seeking differentials with respect to the way in which individuals experienced 19th century later. For instance, wife in the coal mines was significantly worse as compared to my in a cotton field work wife working in a factory. Whereas it is not express intent of this particular analysis to differentiate between what types of 19th century labor could be considered as â€Å"good† and which types of 19th century labor could be considered as â€Å"bad†, general understanding that is one that appreciates the fact that nearly all members of the working class suffered from the hardships and

Learning, Coaching, Development Essay Example | Topics and Well Written Essays - 2500 words

Learning, Coaching, Development - Essay Example Thus the training program would be differently focused as now teaching, helping, guiding, and developing the employees would be given attention such that the multi channel strategy can successfully be implemented. Employee development is an essential aspect of any business organization that is carried out by the Human Resources Team of the organization. Development and hence training is essential as it helps the employees to improve upon their skills and effectiveness (Werner and DeSimone 2011). Individual learning and development have always proved to be beneficial for organizational employees who become more committed, responsible, and motivated to their tasks followed by such training program. Organizations thus find it an essential part of the HRM processes to include training processes, particularly focused on learning and coaching, for development of employees (Park 2007). Based on the case study and the need for the organization to develop its employees towards the use and imp lementation of multiple channel communication for their business, a four weeks training program will be developed, along with discussion of the different stages of the training cycle, and the impact of learning and coaching on development of employees. 2. Identification of Training and Development Needs: When training and development is considered within an organization, there are individual roles and responsibilities of the organizational managers, the professionals of the HR team, and the employees (Jackson, Schuler and Werner 2011). The basic roles and responsibilities can be outlined as follows: Managers need to understand the developmental needs of the employees and cooperate with the HR team to implement the necessary training measures. They need to encourage the participation of the employees in the program and offer the learning and coaching techniques to them thereby participating and giving effort in the program (Jackson, Schuler and Werner 2011). The HR professionals need to coordinate with the managers and determine the employee needs for development. Accordingly, the training program needs to be planned and implemented followed by evaluation. To communicate with the employees, and administer the program involving complete participation of the employees, are the responsibilities of the HR team (Jackson, Schuler and Werner 2011). The role of the employees is to understand the organizational objectives, and hence realize the need for their development of skills and effectiveness. Based on their understanding they need to cooperate with both the managers and the HR team to successfully implement the training program. The learning and coaching offered to them by their managers and HR team need to be considered as opportunities for them to enhance their positive skills (Jackson, Schuler and Werner 2011). 2.1. Basic Skills and Competencies for Call Canter Work: Call centers have emerged to be significant development for organization of white-collar works . Several businesses are now outsourcing their works and call center proves to be a major development

The Boy Is Stripped Pajama Research Paper Example | Topics and Well Written Essays - 750 words

The Boy Is Stripped Pajama - Research Paper Example The story begins with the family of 8 years old Bruno who have to shift from Berlin to a new home in an unknown place called out-with. As Bruno tries to adventure in his current surrounding he is informed that there are places that forbidden at all times with no expectation. Bruno is unable to control his adventurous spirit and ventures into the unknown places. The story is interesting since the writer has combined youthful innocence and naivety of what the reader knows. Comparison on the film "the boy in the striped pajamas" and the book "the boy in the striped pajamas In the book, it does not have drama and action but it still works. Drama is happening between the two boys, and this makes the book to be fascinating. The two boys do not understand anything going around the camp and this makes their relationship honest and simple. The two boys are the same only that they are born in different circumstances. One boy is born into wealth and respect while the other boy is born into pers ecution and imprisonment. At the young age of 8, neither of the boys understand what is happening around them, and their way of viewing the world is what drives the book forward. On the contrary, The Boy Is Stripped Pajama film is more dramatic than the book. Some characters get more roles than they get in the book since there is no perspective limit. The mother played by Vera goes slowly crazy into horrific and compelling at once. Bruno’s sister is also horrifying as she gradually progresses from sweet young teenager into Nazi activist. She enjoys her lessons, a factor that explains the amount of money Germans spend on the Jews and how life would be easier if they were disposed. Her sister scolds Bruno as he likes reading adventure books and does not take into new lesson plan. In the film, the dad is played to be the authoritarian family person performing his role. The arguments with his wife are moving because he wants to set a good example to his soldiers. He starts to rea lize that living in a camp is a bad place to bring up children. Overall, the film sticks to the book’s event perfectly well. The only change is the dramatic ending as it is much slower in the book compared to the film. Both the book and film are brilliant, but the book is more appealing. The book sticks to the film very well but on its own, it is not compelling. The film loses innocence and naivety of Bruno’s viewpoint, and this is what makes the book unique. On rare occasion do people get such an impact when the film ends that they exit the theater in total silence (Lasalle, 2). Many people are speechless from the stigma they get from the movie. Holocaust movies are not something new since they are moving stories that show perspective of explored situations. The movie boy in stripped pajamas sets asides evil actions of the Germans and besieged Jews but instead offers two innocent boys. These two boys are Jewish and German, and they do not know they should hate each ot her. The movie presents something tragic to the audience sending them with a strong message to consider than historical atrocities. Comparison on Plot In The Boy Is Stripped Pajama film, Bruno’s father is a young commandant who is promoted; hence, his family was forced to shift. This means that they have to leave their comfortable home in berlin and shift to a Spartan country compound. Bruno thinks the camp is a farm where odd people work in pajamas. His parents are not ready to reveal the truth to protect him from the truth. The place has little meaning to Bruno since his only concern is that he does not have anybody to play with in his new home. The only company Bruno and his sister enjoy is a propagandizing tutor (Lasalle, 2). One day Bruno sneaks out of the compound and moves on the direction of the

Article critiquing Essay Example | Topics and Well Written Essays - 2000 words

Article critiquing - Essay Example Hence, the variables considered by Vries & et. al. (2014) can be critiqued as identifiably measurable holding considerable significance in the nursing approaches to the domain. To be noted in this regard, with proper recognition of the relationship amid the two measurable variables, practitioners would be able to enhance effectiveness of the cure facilities by upholding positive beliefs amid type 2 diabetic patients concerning medication, which in turn would be useful in reducing treatment complexities. This in turn suffices a key requirement of quantitative researches, as was highlighted in Parahoo (2006: pp. 50) that â€Å"quantitative research is primarily concerned with measurement†. Another criterion highlighted in the Holland and Rees model is the broadness and significance of the research issue concerned, based on the perceptions of the researcher. Vries & et. al. (2014) argue that because of treatment complexities, fallacies and risks of ineffectiveness increase in the cure mechanism for type 2 diabetic patients, stressing upon the worthwhile characteristics of the study. As negative medication beliefs amid patients provoke them towards non-adherence to the routine care mechanism, the problem does signify a major issue in the domain. The issue has been a point of discussion in previous studies as well, which indicates its widespread nature and considerable significance as well. However, Vries & et. al. (2014) can be criticised for providing insignificant attention towards an elaborated literature review that hinders its reliability to a certain extent. Contradictorily, the significance of the article increases as the researchers have provided considerable at tention towards defining the variables with clarity and detail. The aim considered for the study in Vries & et. al. (2014) concentrated on the identification of relationship between medical beliefs among type 2 diabetic patients and treatment complexities because of their non-adherence

The relationship between Oxidative Stress and Apoptosis in Plants Annotated Bibliography

The relationship between Oxidative Stress and Apoptosis in Plants - Annotated Bibliography Example Tor, Y. S., Yazan, L. S., Foo, J. B., Wibowo, A., Ismail, N., Ismail, M., Yazan, L. S., Yeap, S. K. (June 05, 2015). Induction of apoptosis in MCF-7 cells via oxidative stress generation, mitochondria-dependent and caspase-independent pathway by ethyl acetate extract of Dillenia suffruticosa and its chemical profile. Plos One, 106.) In this article, the authors unravel that from a previous intense research, they deduced that EADs boost induction of oxidative stress in MCF-7 cells that results to cell death since a pre-treatment with antioxidants such as ascorbic acid significantly reduces the extract cytotoxicity.The article is purely qualitative research that was done to establish the relationship between Oxidative stress, Reactive Oxygen Species and apoptosis in plants. The article seeks to answer biological cascades which occur when programmed cell death is induced in MCF-7 cell through oxidative stress, mitochondria dependent and caspace – independent pathways. In this context, D. suffruticosa plant was selected and tested. It was found out that after six hour pre-treatment with ÃŽ ±-tocopherol and ascorbic acid significantly increased the viability of MCF-7 cells treated with EADS in a time and dose-dependent manner to 110% and 99%, respectively, compared to the cells treated with 50 ÃŽ ¼g/mL of EADs alone (66%) at 24 hours (P

Article critiquing Essay Example | Topics and Well Written Essays - 2000 words

Article critiquing - Essay Example Hence, the variables considered by Vries & et. al. (2014) can be critiqued as identifiably measurable holding considerable significance in the nursing approaches to the domain. To be noted in this regard, with proper recognition of the relationship amid the two measurable variables, practitioners would be able to enhance effectiveness of the cure facilities by upholding positive beliefs amid type 2 diabetic patients concerning medication, which in turn would be useful in reducing treatment complexities. This in turn suffices a key requirement of quantitative researches, as was highlighted in Parahoo (2006: pp. 50) that â€Å"quantitative research is primarily concerned with measurement†. Another criterion highlighted in the Holland and Rees model is the broadness and significance of the research issue concerned, based on the perceptions of the researcher. Vries & et. al. (2014) argue that because of treatment complexities, fallacies and risks of ineffectiveness increase in the cure mechanism for type 2 diabetic patients, stressing upon the worthwhile characteristics of the study. As negative medication beliefs amid patients provoke them towards non-adherence to the routine care mechanism, the problem does signify a major issue in the domain. The issue has been a point of discussion in previous studies as well, which indicates its widespread nature and considerable significance as well. However, Vries & et. al. (2014) can be criticised for providing insignificant attention towards an elaborated literature review that hinders its reliability to a certain extent. Contradictorily, the significance of the article increases as the researchers have provided considerable at tention towards defining the variables with clarity and detail. The aim considered for the study in Vries & et. al. (2014) concentrated on the identification of relationship between medical beliefs among type 2 diabetic patients and treatment complexities because of their non-adherence

My Experience of Volunteer at Various Organizations Essay

My Experience of Volunteer at Various Organizations - Essay Example Once I had collected enough books, I would pack these up in delivery boxes and send it out to the various prisons that are affiliated with our organization. I would also take the time to write letters to the inmates who were directly involved with the book program. I was almost like an unofficial librarian in a way since I had to match certain book types with certain inmates. This was one of the most rewarding activities in the volunteer program because I would receive letters from the inmates who were so happy to be beneficiaries of our program. Since some of them had no family or friends, the books that we sent them helped lighten their lonely mood. We volunteer in effect, became a part of their extended family in the outside world just because of the simple act of kindness that we did for them. I personally received letters from those inmates who wanted to spend their time in prison or in jail productively. They would ask me to find books that would truly widen their horizon and challenge their minds. Books like those specializing in Spanish, medicine, math, English, and other educational reading material. I was more than happy to help them find those books and get it to them. It made me feel like by doing this type of volunteer job with th e organization, I was truly making an impact in the inmate's lives and helping them to see that they had a future outside of prison if they wanted to. My other volunteer job was at the Melbourne Animal Shelter. The South Animal Care shelter to be precise helped keep the cats and dogs in a presentable manner for possible adoption. My job was to make sure the animals were bathed, their cages cleaned, and most importantly, I made sure that these animals were given their daily exercise by taking them for leisurely walks. It saddened me that I this animal shelter was a kill shelter. Meaning the animals that did not get adopted would be out to sleep.

Translation and Technology Essay Example for Free

Translation and Technology Essay Contents 4 Computer-Aided Translation Tools and Resources Workbenches Translation support tools and resources Localization tools Commercial computer-aided translation tools Standards for data interchange Conclusion 5 Evaluating Translation Tools Machine translation systems Computer-aided translation tools Stakeholders Evaluation methods General frameworks for evaluating translation tools Conclusion 6 Recent Developments and Future Directions Machine translation systems Computer-aided translation tools Translation systems with speech technology. Translation systems for minority languages Translation on the web Machine translation systems and the semantic web The localization industry Conclusion 7 Translation Types Revisited Relationships between topics and translation types Machine translation systems Computer-aided translation tools Conclusion Appendices References Index  93 93 106 113 117 119 128 129 129 131 133 135 139 151 152 152 156 157 162 164 166 170 171 172 173 191 193 195 197 204 218 List of Figures, Tables and Boxes Figures 1. 1 1. 2 1. 3 1. 4 1. 5 2. 1 2. 2 2. 3 2. 4 2. 5 2. 6 2. 7 2. 8 2. 9 2. 10 2. 11 2. 12 2. 13 3. 1 3. 2 3. 3 3. 4 3. 5 3. 6 3. 7 3. 8 3. 9 Classification of translation types Machine translation model Machine translation system based on usage Human-aided machine translation model Machine-aided human translation model Chronology of translation theories Translation process model Example of sentence representations Holmes’ schema of translation studies A schema of  applied translation studies A model of the translation process including pre- and post-editing tasks Example of an English SL text and its pre-edited version Unedited and post-edited Spanish machine translation output Example of natural and controlled languages. Example of original English text and its AECMA simplified English version Example of natural English, simplified English and simplified Arabic texts Example of an English controlled language text and its translations Illustration of the translation process using a machine translation system Chronology of machine translation development Example of structural representations. Machine translation architectures Direct translation model Interlingua model Interlingua multilingual machine translation system model Transfer model Transfer using tree-to-tree parsing Transfer multilingual machine translation system model ix  7 9 10 12 13 23 29 31 37 42 43 44 46 48 50 51 53 54 58 68 68 70 72 72 74 75 76 x List of Figures, Tables and Boxes 3. 10 3. 11 3. 12 3. 13 4. 1 4. 2 4. 3 4. 4 4. 5 4. 6 4. 7 4. 8 4. 9 4. 10 4. 11 4. 12 4. 13 4. 14 4. 15 4. 16 4. 17 4. 18 4. 19 4. 20 4. 21 4. 22 5. 1 5. 2 5. 3 5. 4 5. 5 6. 1 6. 2 Statistical-based model Probabilities workflow in the statistical-based approach Example-based model Translations by online machine translation systems Example of HTML code in a web page Example of the web page without HTML code Example of a translation workflow using a translation memory system Example of an English source text Pre-translation 1 Database model in translation memory systems Reference model in translation memory systems. Flowchart to illustrate how to build a parallel corpus Example of a text header in a corpus Example of part-of-speech tagging Example of a concordance for the word ‘round’ Types of tool used in a localization project Example of the translation process using a machine translation system, a translation database and a terminology database Example of TMX  data-sharing Example of a header in TMX Example of a body in TMX Example of a header in TBX Example of a body in TBX Example of XLIFF in the localization process Example of a header in XLIFF Example of a body in XLIFF Example of an alternate translation element in XLIFF Example of a glass-box evaluation. Example of a black-box evaluation Example of an evaluation process Standardization projects for evaluating machine translation systems EAGLES general evaluation framework Future-use model of translation technology Speech technology in translation. 78 80 81 87 99 99 102 102 103 103 104 109 110 111 112 114 117 120 121 122 124 125 126 127 127 127 138 139 141 142 145 154 158 Tables 1. 1 3. 1 An example of a table for describing translation types Example of a word entry in KAMI 8 67. List of Figures, Tables and Boxes  xi 3. 2 3. 3 3. 4 4. 1 4. 2 4. 3 4. 4 4. 5 4. 6 4. 7 4. 8 7. 1 7. 2 7. 3 7. 4 7. 5 7. 6 7. 7 7. 8 7. 9 7. 10 7. 11 7. 12 7. 13 7. 14 7. 15 7. 16 7. 17 7. 18 7. 19 7. 20 Imitation in the example-based approach Semantic similarity in the example-based approach Classification of commercial machine translation systems Example of perfect matching Examples of fuzzy matching Higher and lower threshold percentages for fuzzy matching Examples of matching suggestions for ‘bow’ Example of segments Example of translation units Example of English-French translation units from a database Classification of commercial computer-aided translation tools. Degree of automation Human intervention Integrated tools Application of theory Application of theory in machine translation systems Source-language texts Target-language texts Stages of the translation process Types of text Language dependency Types of source language Data interchange standards in translation Translation groups  and data interchange standards Levels of evaluation Methods of evaluation Features in a machine translation system Language coverage in machine translation systems Texts and computer-aided translation tools. Language dependency in computer-aided translation tools Number of languages in computer-aided translation tools. 82 82 88 95 96 97 98 100 101 102 118 174 175 175 176 177 178 180 181 182 185 186 187 188 189 190 191 193 194 194 195 Boxes 1. 1 5. 1 A translator at work FEMTI evaluation framework 14 147 Series Editors’ Preface Recent years have witnessed momentous changes in the study of Modern Languages, globally as well as nationally. On the one hand, the rapid growth of English as a universal lingua franca has rendered the command of other languages a less compelling commodity. On the other hand, the demand for intercultural mediators including translators and interpreters has grown as a result of many recent social, political and economic developments; these include legislative changes, the emergence of supranational organisations, the ease of travel, telecommunications, commercial pressures raising awareness of local needs, migration and employment mobility, and a heightened awareness of linguistic and human rights. Today, linguistically oriented students wishing to pursue a career in which they are able to further their interest in languages and cultures would be more inclined to choose vocationally relevant courses in which translation and interpreting play an important part rather than traditional. Modern Language degrees. Thus the possibilities for professional work in translation and interpreting have been extended, particularly as a result of developments in technology, whether as facilitating the translation process or as a means of dissemination and broadening access to communications in a range of media. The role of translation is, for example, becoming increasingly important in the context of modern media such as television and cinema, whether for documentary or entertainment purposes. And the technological possibilities for providing interpreting services, whether to the police officer on the beat or to the businessperson on a different continent, have extended the previously physically confined nature of mediating the spoken word. Not only do these new vistas open up opportunities for the professional linguist, they also point to expanding areas of research in Translation and Interpreting Studies. Practice and theory are of mutual benefit, especially in the case of a relatively young discipline such as Translation Studies. As a result, the first aim of this series, written primarily for the MA and advanced undergraduate student, is to highlight contemporary issues and concerns in order to provide informed, theoretically based, accounts of developments in translation and interpretation. The second aim is to provide ready access for students interested in the study and pursuit of Modern Languages to xii Series Editors’ Preface xiii vocational issues which are of relevance to the contemporary world of translating and interpreting. The final aim is to offer informed updates to practising professionals on recent developments in the field impacting on their discipline. Linguistic, Culture and Translation Studies University of Surrey Guildford UK GUNILLA ANDERMAN MARGARET ROGERS Acknowledgements I am indebted to three individuals for their contributions. This book would have taken more time to complete if it had not been for Chooi Tsien Yeo who researched background information for me. Words cannot express my gratitude to Stephen Moore, in between translation deadlines, for putting his experiences as a professional translator into writing. I am extremely indebted to Paul Marriott for his comments and suggestions, particularly on helping to visualize a new way to depict the multidimensional classification of translation types in Chapter 7. I would like to acknowledge especially the Duke University Libraries and Institute of Statistics and Decision Science at Duke University in providing me with the environment and research facilities where most of this book was written. Also my thanks to the National University of Singapore Libraries, George Edward Library at the University of Surrey, and the Department of Statistics and Actuarial Science at the University of Waterloo for their help. I would also like to acknowledge the following authors, publishers and organizations for allowing the use of copyright material in this book: John Hutchins, Harold Somers and Elsevier (Academic Press Ltd) for the classification of translation types in Chapter 1; Eugene Nida and the Linguistic Society of America for the translation process in Chapter 2; John Smart and Smart Communications, Inc. for the controlled and simplified English samples in Chapter 2; Francis Bond and Takefumi Yamazaki for the KAMI Malay–English dictionary entry in Chapter 3; Paolo Dongilli and Johann Gamper for the building of a parallel corpus in Chapter 4; Tony Jewtushenko and Peter Reynolds of OASIS for XLIFF in Chapter 4; Enrique de Argaez at Internet World Stats for the statistical figure on the Internet population in Chapter 6; Michael Carl, Reinhard Schaler, Andy Way, Springer Science and Business Media, and Kluwer Academic Publishers for the model of the future use of translation technology in Chapter 6. To Antonio Ribeiro, Tessadit Lagab, Margaret Rogers and Chooi Tsien Yeo, my most sincere thanks for translating from English into Portuguese, French, German and Chinese respectively. I am solely responsible for any translation errors that occurred. A special thank you goes to Elsie Lee, Shaun Yeo, Angeliki Petrits, Mirko Plitt and Ken Seng Tan for answering some of my queries. xiv Acknowledgements xv. To Caroline, Elizabeth, Gillian and Lyndsay, thank you for helping out with keying in corrections on the earlier drafts. Lastly, to my ‘sifu’ and friend Peter Newmark, a big thank-you for all the translation discussions we had during our coffee–biscuit sessions years ago. If it had not been for the series editors, Gunilla Anderman and Margaret Rogers, this book would not have been written. I am forever grateful to both of them for their feedback and comments. Thanks to Jill Lake of Palgrave Macmillan for her patience and understanding due to my ‘country-hopping’ from Southeast Asia to North America during the writing of this book. Waterloo, Canada CHIEW KIN QUAH List of Abbreviations. ACRoTERMITE AECMA AIA ALPAC ALPS ALT-J/C ALT-J/E ALT-J/M AMTA ASCC ASD ATA BASIC BLEU BSO CAT CAT2 CESTA CFE CIA CICC CRATER CTE CULT DARPA DBMT DIPLOMAT DLT DTS EAGLES EARS EDIG Terminology of Telecommunications European Association of Aerospace Industries Aerospace Industries Association of America Automatic Language Processing Advisory Committee Automatic Language Processing System Automatic Language Translator Japanese to Chinese Automatic Language Translator Japanese to English Automatic. Language Translator Japanese to Malay Association of Machine Translation in the Americas Automatic Spelling Checker Checker AeroSpace and Defence American Translators Association British American Scientific International, Commercial Bilingual Evaluation Understudy Buro voor Systeemontwikkeling Computer-Aided Translation Constructors, Atoms and Translators Campagne d’Evaluation de Systemes de Traduction Automatique Caterpillar Fundamental English Central Intelligence Agency Center of International Cooperation for Computerization Corpus Resources and Terminology Extraction Caterpillar Technical English Chinese University. Language Translator Defense Advanced Research Projects Agency Dialogue-based Machine Translation Distributed Intelligent Processing of Language for Operational Machine Aided Translation Distributed Language Translation Descriptive Translation Studies Expert Advisory Group on Language Engineering Standards Effective, Affordable Reusable Speech-to-Text European Defence Industries Group xvi List of Abbreviations xvii. ELDA ELRA ENGSPAN ENIAC EURODICAUTUM EUROSPACE EUROTRA EVALDA EWG FAHQT/FAHQMT FEMTI GENETER GETA HAMT HICATS HT HTML IAMT IATE INTERSECT ISI ISLE ISO JEIDA JEITA JICST-E KAMI KANT KGB LDC LISA LMT LTC LTRAC MAHT MANTRA MARTIF Evaluations and Language resources Distribution Agency European Language Resources Association English Spanish Machine Translation System Electronic Numerical Integrator and Computer. European Terminology Database Aerospace  and Defence Industries Association of Europe European Translation Infrastructure d’EVALuation a ELDA Evaluation Working Group Fully Automatic High Quality (Machine) Translation A Framework for the Evaluation of Machine Translation in ISLE Generic Model for Terminology Groupe d’Etude pour la Traduction Automatique Human-Aided/Assisted Machine Translation Hitachi Computer Aided Translation System Human Translation HyperText Markup Language International Association of Machine Translation Inter-Agency Terminology Exchange International Sample of English Contrastive. Texts International Statistical Institute International Standards for Language Engineering International Organization for Standardization Japan Electronic Industry Development Association Japan Electronics and Information Technology Association Japan Information Center of Science and Technology Kamus Melayu-Inggeris (Malay-English Dictionary) Knowledge-based Accurate Translation Komitet Gosudarstvennoi Bezopasnosti Linguistic Data Consortium Localisation Industry and Standards Association Logic-based Machine. Translation Language Technology Centre Language Translation Resources Automatic Console Machine-Aided/Assisted Human Translation Machine Assisted Translation Machine Readable Terminology Interchange Format xviii List of Abbreviations  MASTOR MAT METAL METU MLIR MT NAATI NIST OASIS OCP OCR OLIF OS OSCAR PaTrans PAHO PDA PESA RDF RFC SALT SGML SPANAM SUSY SYSTRAN TAP TAUM TBX TEMAA TGT-1 THETOS TMF TMX TOLL TONGUES TS TTS Multilingual Automatic Speech-to-Speech Translator Machine-Aided/Assisted. Translation Mechanical Translation and Analysis of Language Middle East Technical University MultiLingual Information Retrieval Machine Translation National Accreditation Authority for Translators and Interpreters Ltd. National Institute of Standards and Technology Organization for the Advancement of Structured Information Standards Oxford Concordance Programme Optical Character Recognition Open Lexicon Interchange Format Operating System Open Standards for Container/Content Allowing Re-use Patent. Translation Pan-American Health Organization Personal Digital Assistant Portuguese-English Sentence Alignment Resource Description Framework Request for Comments Standards-based Access to Lexicographical Terminological Multilingual Resources Standard Generalised Markup Language Spanish American Machine Translation System Saarbrucker UbersetzungsSYstem System Translation. Think-Aloud Protocols Traduction automatique a l’Universite de Montreal TermBase eXchange Testbed Study of Evaluation Methodologies: Authoring Aids Text-into-Gesture Translator Text into Sign Language Automatic Translator for Polish Terminological Markup Framework Translation Memory eXchange Thai On-Line Library Act II Audio Voice Translation Guide Systems Translation Studies Theoretical Translation Studies List of Abbreviations xix. WebDIPLOMAT WebOnt WWW W3C XLIFF XLT XML Web Distributed Intelligent Processing of Language for Operational Machine Aided Translation Web Ontology World Wide Web WWW Consortium XML Localisation Interchange File Format XML Representation of Lexicons and Terminologies Extensible or Extensive Markup Language. This page intentionally left blank Introduction For over half a century, the demand for a variety of translations by different groups of end-users has enabled many types of translation tools to be developed. This is reflected in the systems that will be discussed in this book, ranging from machine translation systems, computer-aided translation tools and translation resources. The majority of books and articles on translation technology focusing on the development of these systems and tools have been written from the point of view of researchers and developers. More recent publications written with translators in mind have focused on the use of particular tools. This book is intended as an introduction to translation technology for students of translation. It can also be useful to professional translators and those interested in knowing about translation technology. A different approach is taken in that descriptions of particular tools are not provided, and the development of different machine translation and computer-aided translation tools and their uses are discussed. Programming details and mathematical equations are not considered, except in the discussion of the statistical approach to machine translation where minimal essential formulae are included. Descriptions are given to allow readers to further investigate specific approaches or issues that might interest them, using references cited throughout the book. It is also important to note that no particular approach or design is deemed to be better than any other. Each and every one has their strengths and weaknesses. In many cases, readers will find that examples of systems and tools are given but this does not suggest that they are the best; they are simply examples to illustrate the points made. 1 2 Translation and Technology. While researching this book, I discovered that the majority of publications from the literature on translation technology are about the development of machine translation systems, primarily involving experimental systems developed or being developed at a number of universities and large commercial corporations across the globe. The book will show that many of these systems never achieved their commercial potential and remained as experimental tools, while some others served as tools for other natural-language processing applications. By contrast, not much literature seems to be available on computeraided tools such as translation memory systems. As we shall see in this book, most computer-aided translation tools are developed by commercial companies and, as a result, progress reports on these tools are rarely published in the public domain. Furthermore, to cater to different needs and demands, a tool like a translation memory system comes in many versions from the most basic to the most advanced. Insights into the use of these tools can be found in translator magazines and occasionally also posted on the World Wide Web (WWW). The evaluation of translation tools falls into a field that is wellresearched. Again we will see that most of the literature focuses on the evaluation of machine translation systems. Furthermore, the extensive use of translation tools and translation processes involved in the localization industry tend to be discussed separately, giving the impression that they are not related to translation. These two areas are, however, directly relevant to translation technology. Hence they are also included in this book. Essentially, the book contains what is felt should be included in order to provide an overview of translation technology. In order to keep the book at the given length, the topics have been carefully selected with some described in greater detail than others. In some chapters, an abbreviated historical background has been deemed necessary in order to provide a better understanding of the topics discussed, especially in the description of the development of machine translation systems and their evaluation. However, in all cases, references have been provided which readers may choose to pursue at a later time. Suggestions for further reading are provided at the end of every chapter (Chapters 1 to 6). The first chapter discusses the definitions of terms referring to the use of computers in translation activities. Some of the terms can be confusing to anyone who is unfamiliar with translation tools. In some cases, the same translation tools are given different names depending on what they are used for; in other cases, a tool may be differently classified depending on the perspective of those who have developed that tool. Introduction 3 The aim in this chapter is therefore to clarify these terminological and related matters. An alternative perspective to the four basic translation types – fully automated high-quality machine translation, human-aided machine translation, machine-aided human translation, and human translation – first proposed by Hutchins and Somers (1992) is introduced to reflect current developments in translation technology. This will be explored in more detail in the final chapter where the four translation types are reviewed in relation to topics described in the book. The second chapter discusses technology within the larger framework of Translation Studies as a discipline, focusing on the relationship between the engineering of translation technology, on the one hand, and Translation Studies including translation theory, on the other hand. The relationship between academic and professional groups involved in translation is also examined. This in turn leads to a discussion of the involvement of a particular approach in linguistic theories – known as ‘formalisms’ in natural-language processing – especially in the design of machine translation systems. A different perspective on the translation process involving pre- and post-editing tasks using a special variety of language called ‘controlled language’ is also presented. This translation process is described using the translation model proposed by Jakobson (1959/2000), a translation model that differs significantly from the one proposed by Nida (1969). The third chapter gives detailed descriptions of different machine translation system designs also known as ‘architectures’. The development of machine translation over several decades, its capabilities and the different types of machine translation systems, past and present, are also included. Both experimental and commercial systems are discussed, although the focus is on the experimental systems. Even though machine translation has been well-documented elsewhere, a discussion is deemed to be important for this book. It is felt that modern-day professional translators should be informed about machine translation systems because there is every reason to believe, as we shall discover in Chapter 6, that future trends in translation technology are moving towards integrated systems where at least one translation tool is combined with another, as is already the case in the integration of machine translation with translation memory. The fourth chapter describes the architectures and uses of several computer-aided translation tools, such as translation memory systems, as well as resources such as parallel corpora. Unlike machine translation systems, which are largely developed by universities, most computeraided translation tools are developed by commercial companies. Thus, 4 Translation and Technology information about such tools is harder to obtain. This chapter will also show that computer-aided translation tools are becoming more advanced and using different operating systems, and so ‘standards for data interchange’ have been created. Three different standards are described. Currently available commercial translation tools are also discussed. In addition, this chapter presents an overview of other commercially available tools such as those used in the localization industry. The fifth chapter touches on the evaluation of translation technology. The discussion focuses on different groups of stakeholders from research sponsors to end-users. Also included in the discussion are the different methods of evaluation: human, machine, and a combination of human and machine as evaluator. The choice of method used depends on who the evaluation is for and its purpose. It also depends on whether an entire tool or only some components are evaluated. Also described in this chapter is the general framework of evaluation offered by various research groups in the USA and Europe. The literature on evaluation concentrates on the evaluation of machine translation systems either during the developmental stage or after the process of development is completed. Less information is available on the evaluation of computeraided translation tools. What is available is found mainly in translation journals, magazines and newsletters. The sixth chapter presents some recent developments and shows the direction in which translation technology is heading, in particular regarding the future of machine translation systems that are now incorporating speech technology features. The integration of speech technology and traditional machine translation systems allows translation not only between texts or between stretches of speech, but also between text and speech. This integration is proving to be useful in many specific situations around the globe especially in international relations and trade. This chapter also looks at research projects in countries that are involved in the development of translation tools for minority languages and discusses the problems encountered in developing machine translation systems for languages that are less well-known and not widely spoken. Another form of technology called the ‘Semantic Web’ that has the potential to improve the performance of certain machine translation systems is also described. Included in this chapter, too, are issues such as linguistic dominance and translation demands on the WWW that are already shaping parts of the translation industry. The book concludes by presenting an expanded version of the four basic classifications of translation types as suggested by Hutchins and Somers (1992) and introduced in Chapter 1. It is concluded that the Introduction 5 one-dimensional linear continuum originally proposed is no longer able to accurately reflect current developments in translation technology. Translation tools today come in different versions and types depending on the purposes for which they are built. Some are multifunctional while others remain monofunctional. An alternative way must therefore be found to depict the complexities and multidimensional relationships between the four translation types and the topics discussed in this book. It is not possible to put every single subject discussed here into one diagram or figure, and so, in order to gain a better understanding of how the issues are related to one another, they are divided into groups. Topics or issues in each group have a common theme that links them together, and are presented in a series of tables. However, it is important to bear in mind that not all topics can be presented neatly and easily even in this way. This clearly shows the complexity and multidimensionality of translation activities in the modern technological world. At the end of the book, several Appendices provide information on the various Internet sites for many different translation tools and translation support tools such as monolingual, bilingual, trilingual and multilingual dictionaries, glossaries, thesauri and encyclopaedia. Only a selected few are listed here, and as a result the lists are not exhaustive. It is also important to note that some Internet sites may not be permanent; at the time of the writing, every effort has been made to ensure that all sites are accessible. 1 Definition of Terms In translation technology, terms commonly used to describe translation tools are as follows: †¢ †¢ †¢ †¢ †¢ †¢ machine translation (MT); machine-aided/assisted human translation (MAHT); human-aided/assisted machine translation (HAMT); computer-aided/assisted translation (CAT); machine-aided/assisted translation (MAT); fully automatic high-quality (machine) translation (FAHQT/FAHQMT). Distinctions between some of these terms are not always clear. For example, computer-aided translation (CAT) is often the term used in Translation Studies (TS) and the localization industry (see the second part of this chapter), while the software community which develops this type of tool prefers to call it ‘machine-aided translation’ (MAT). As the more familiar term among professional translators and in the field of Translation Studies, ‘computer-aided translation’ is used throughout the book to represent both computer-aided translation and machine-aided translation tools, and the term ‘aided’ is chosen instead of ‘assisted’, as also in ‘human-aided machine translation’ and ‘machine-aided human translation’. Figure 1.  1 distinguishes four types of translation relating human and machine involvement in a classification along a linear continuum introduced by Hutchins and Somers (1992: 148). This classification, now more than a decade old, will become harder to sustain as more tools become multifunctional, as we shall see in Chapters 3, 4 and 6. Nevertheless, the concept in Figure 1. 1 remains useful as a point of reference for classifying translation in relation to technology. 6 Definition of Terms 7 MT CAT Machine Fully automated high quality (machine) translation (FAHQT/ FAHQMT) Human-aided machine translation (HAMT) Machine-aided human translation (MAHT) Human Human translation (HT) MT = machine translation; CAT = computer-aided translation Figure 1. 1 Source: Classification of translation types Hutchins and Somers (1992): 148. The initial goal of machine translation was to build a fully automatic high-quality machine translation that did not require any human intervention. At a 1952 conference, however, Bar-Hillel reported that building a fully automatic translation system was unrealistic and years later still remained convinced that a fully automatic high-quality machine translation system was essentially unattainable (Bar-Hillel 1960/2003: 45). Instead, what has emerged in its place is machine translation, placed between FAHQT and HAMT on the continuum of Figure 1. 1. The main aim of machine translation is still to generate translation automatically, but it is no longer required that the output quality is high, rather that it is fit-for-purpose (see Chapters 2 and 3). As for human-aided machine translation and machine-aided human translation, the boundary between these two areas is especially unclear. Both classes are considered to be computer-aided translation as indicated in Figure 1. 1 (Tong 1994: 4,730; see also Slocum 1988; Hutchins and Somers 1992). However, in Schadek and Moses (2001), a different classification has been proposed where only machine-aided human translation is viewed as synonymous with computer-aided translation. Human-aided machine translation is considered as a separate category. The reasoning behind the view offered by Schadek and Moses is not difficult to understand. At least theoretically, the difference between the two is obvious. For human-aided machine translation, the machine is the principal translator, while in machine-aided human translation it is a human. In practice, however, it may be less easy today to draw a distinguishable boundary between them. The blurring of boundaries is further complicated when human-aided machine translation is considered as a subclass of machine translation, an approach chosen by Chellamuthu (2002). Since human-aided machine translation has 8 Translation and Technology the machine as the principal translator –

An Over View Of Brand And Brand Image Marketing Essay

An Over View Of Brand And Brand Image Marketing Essay CHAPTER 2 METHODOLOGY 2.1 Primary Research Primary research data is collected directly, detached observation, evaluate of phenomena in the real life, without any exoteric interference (Walliman 2001). There are some primary research methods, such as questionnaire, interview, observations, etc. For the research project choose the suitable methodology is very necessary and effective. In this project will use the one of the primary research method: questionnaire Questionnaire is very direct way to get feedback from responder When create the questionnaire need consider all the questions are related the topic, and all the answers also need to analysis, discussion and so on. In this project will find 60 female students to answer the questions, their ages are from 18-25 years old. All of them are from Hollings Campus of MMU. The researcher should make sure the questionnaire easily to answer, give the responder a comfortable and free environment to answer the questions; and do not make questions verbose and complicated. Thus the researcher can get the maximum feedback. When create the questionnaire need consider all the questions are related the topic, and all the answers also need to analysis, discussion and so on. During the research there will have some limitations, because the number and the age of the respondents are not wide enough, so the results only can reflect a group of consumers thought. 2.2 Company background 2.2.1 HM HM was established in Và ¤sterà ¥s, Sweden in 1947 by Erling Persson. Now have 1,700 stores around the world. The first HM store in the United Kingdom was opened in 1976. 2006 United Kingdom passed Sweden as HMs second largest market. Through the recorded there are 146 stores in UK. It has great steady expansion and growth this year, too (HM website). The Figure shows the top 5 largest shareholders as per 31 March 2008 Name Number of shares % of total shares % of voting rights Stefan Persson med familj 304 872 400* 36,84 69,30 Lottie Tham med familj 44 040 200 5,32 2,59 Alecta Pensionsfà ¶rsà ¤kring 27 735 000 3,35 1,63 Swedbank Robur fonder 24 406 752 2,95 1,43 JP Morgan Chase Bank 21 843 019 2,64 1,28 Figure 2.2.1 (a) Ownership structure Source: HM website The reason choose HM is: it is an international big company and come into the UK market, also has successful business in British market, during this project you will find how the HM operate their brand in the UK market, and get consumers responds known the attractive factors of HM. 2.2.2 Levis From its website (Levis website) can know LSCo. is one of the worlds largest brand-name apparel marketers with sales in more than 100 countries. It is America company, there is no other company with a comparable global presence in jeans and casual pants markets. It is a different type of company with HM, its main products are denim. Because the respondents of this project is young female students, so need compare with the valuable price retailer and get the feedback known how popular of the denim brand and find out what the develop direction if Levis want attract the young female students. 2.2.3 All Saints All Saints is a young fashion chain, has nearly 110 stores in the UK (All Saints Website). Kait Bolongaro and Stuart Trevor, who founded All Saints in 1994 and sold the chain to entrepreneur Kevin Stanford at the end of 2005, have struck a deal with Religions majority owner Darren Collins to roll out retail stores under two fascias, one called Bolongaro Trevor and the other called Religion (Tate 2007). All Saints is part owned by investment firm Baugur. Baugur has a stake of about 35% (Brown 2009). Different with above two brands, All Saints is a UK local brand, and do not has that much stores in overseas market like the HM and Levis. From research questions will get how the market status in young female students, and how to build a strong brand awareness and develop the oversea market like above two. These three brands background and target consumers are different, but can use them to compare what influence in this focus group consumer and then give the suggestions to each of them how to develop their brand image or gain more potential consumers. CHAPTER 3 PRESENTATION OF RESULTS 3.1 Logo Recognition Through the research results, the data display all the 60 respondents can recognize the HM and Levis logos; but there are 5 respondents can not recognize the All Saints logo. Figure 3.1 (a): Logo Recognition Status Source: Questionnaire 3.2 Purchase Situation Look at Figure 3.2(a) you can see the data of how many people have bought these three brands. In research the 60 people, there are 59 people have bought HM products and only 1 has not bought before. In the All Saints part, 37 people said they have not bought any All Saints products, rest of 23 respondents have bought before, the distance between Yes and No are smaller. Go to look the Levis part, the gap between Yes and No are smaller than All saints, the 26 respondents have not buy any Levis products, 34 of them have bought before. Figure 3.2(a): Rate of Purchase Situation Source: Questionnaire 3. 3 Most Important Factor The following table and pie charts are showing the occupancy of each factor. You can see it more vivid. The results of most important factor for each brand Brand Factor HM All Saints Levis Price 23 26 8 Quality 11 8 23 Style 25 16 15 Brand 1 10 14 Figure 3.3(a): The number of results of shopping frequency Source: Questionnaire Figure 3.3 (b) HM The percentage of each factor occupancy Source: Questionnaire Figure 3.3 (c) All Saints The percentage of each factor occupancy Source: Questionnaire Figure 3.3 (d) Levis The percentage of each factor occupancy Source: Questionnaire 3.4 Shopping Frequency The following pie charts show the frequency of respondents shop in these stores. Each of them has different situation and these charts give reader clear data. The results of shopping frequency HM All Saints Levis Once a week 4 0 0 Once a month 42 20 23 Several times a month 13 4 7 Not often 0 7 5 Never 0 29 25 Figure 3.4 (a) The results of shopping frequency Source: Questionnaire The percentage of the shopping frequency of each brand Figure 3.4 (b) HM Source: Questionnaire Figure 3.4 (c) All Saints Source: Questionnaire Figure 3.4 (d) Levis Source: Questionnaire 3.5 Average Expenditure Results of how much of the respondents spent on average price brand HM percentage All Saints percentage Levis percentage  ¿Ã‚ ¡0 ~ ¿Ã‚ ¡30 43 71.7% 8 13.3% 8 13.3%  ¿Ã‚ ¡30 ~ ¿Ã‚ ¡60 17 28.3% 0 0 15 25%  ¿Ã‚ ¡60 ~ ¿Ã‚ ¡90 0 0 17 28.3% 17 28.3% above  ¿Ã‚ ¡90 0 0 9 15% 0 0 Never buy 1 0 26 43.3% 20 33.3% Total respondents 60 60 60 Figure 3.5(a) Results of average expenditure Source: Questionnaire CHAPTER 4 DISCUSSION From last chapter all the research results are presented, in this part will discussion the results and develop the project. 4.1 Logo Recognition From 3.1 you can know the rate of brand recognition of these three retailers. The first question in questionnaire reflects the consumers impression to a brand. This kind of impression can be considered as brand awareness. Brand awareness reflects the how many customers remember a brand (Glossary 2007). Nowadays, consumers have their own way to judge a brand such as consumers can distinguish the brand with a particular product category because the brand awareness reflects the saliency of a brand and how convenient it brings to consumers (Chernatong McDonald 1998). Brand awareness reflects the brands presence in consumers memory (Hague and Jackson, 1994; Aaker, 2002), and it is the amount of the consumers or potential consumers who have cognition of a brand. Thus, companies will find how many consumers can recognise their brand instinctively and how it differentiation with other competing brands (Crainer 1995). From the results you can know the HM and Levis have very successful brand awareness in peoples mind. This indicated their marketing communications are effectively (Glossary 2007). They always give the people strong impression.In order to consolidate their market status, they have new action continual. For example, HM launch a new flagship on Londons Regent Street in March. This action increases their brand awareness and makes the gain more customers (Brown 2008). The awareness of All Saints are slightly weak than another two brands. So the All Saints need create the strong marketing campaign, or communication to support its brand awareness. Drapers online (2009) reported All Saints has opening several new stores last year, and ramped up international expansion with openings in Paris in October and Antwerp in November. 4.2 Purchase Situation The purchase situation influences the whole income of the company. Income of a company can be divided visible and invisible. The visible income could say sales income, and invisible could say brand equity. Because brand equity is the commercial and financial value of the brand to the organisation which owns and utilises it  ¼Ã‹â€ Crainer 1995; Aaker, 2002 ¼Ã¢â‚¬ °. Riezebos (2003) and Aaker(2002) defined brand equity is the strategic and management advantage, it is can be the fundamental of competitive advantage, also it is a kind of asset and long- term benefit. Brand equity can understanding from multi perspectives and they concluded that brand equity build on by differential features and give added profit to the companys balance sheet. In 3.2 has presented that the consumer purchases these three brands are dissimilar. Certainly also can said the popularity of these three brands are different. HM is the most popular store of these three, nearly 98% respondents expressed they have shopping experiences in here; this is a popular consumption brand. HM is aimed at everyone with an interest in fashion; it supplies extensive range of products, from clothes to accessories, at same time keeps new items come into the stores every day (HM website). The research results show, All Saints and Levis are not as widespread purchased as HM. Most of these respondents know these two brands, but not mean they certainly have bought their products. More than half ( 62% have not) of the respondents have not buy any All Saints products before, only 38% respondents have bought their products. Of course you may say that they have more development space. To make sure the brand equity growth, the brand gives to convince them that it is relevant to consumers needs can gain more attraction and hold consumers. (Chernatong McDonald 1998). Like recently, All Saints has some advantaged actions to attract more consumers. It has relaunched its online store with new imagery and better navigation, it gives customer a fresh appearance and simpler operating system. Stephen Ritchie, chief executive of Drivebusiness, the etail development firm that handled the relaunch, said: All Saints [the website] has grown phenomenally since we launched it in 2005 and its turnover continues to grow and exceed all expectations. All Saints online store is one of its top performing stores and we continue work with the team on improvements such as the recent enhancements to its distribution centre which has increased output by 250 %( Brown 2009). Levis received better results than All Saints, 57% of them have Levis products. It is more widely purchased by this group of people. Their products have more attraction than All Saints. Like the All Saints, Levis also has positive action. From the Drapersonline: Denim brand Levis has changed the licensee for its underwear and lingerie collection as part of a repositioning strategy. The move is intended to reinvigorate the collection ( Drapersonline 2009). This action gives more opportunity to potential and existing consumers to buy their products. This report said this is a part of repositioning strategy; it means they will have more and effective activities in the future and the consumers purchasing volume will increase. 4. 3 Most Important Factor Different retailer gives different impression to the customers. The research results give us direct information about the consumers ideas. At the same time reflects the consumers buying behaviour. Consumer behaviour is the study of the process when individuals or groups choose, buy, use of products, services, ideas or related experiences to satisfy their needs and wishes (Hawkins, Best and Coney 2004). Usually, when consumers purchasing clothing, they have their own way to judge the store, product, price and so on. In 3.3, the display these three different type retailer give the different impression to consumers. From HM part, there are 45% respondents thought the style are most important factor of this retailer. HM supply a broad and wide range product; the collections are created with broad design ideas and satisfy many different tastes of requirements. Their designing group always take the world as inspiration; styles are following the fashion trends. They try their best to create a good balance between fashion, quality and the best price (HM website). Thus, other 38.3% respondents said the price of HM is acceptable. About the quality there are 15% respondents express they are interested in this and only 1.7% respondents think about the brand of HM. It reflects the fashion consumers have their judgements. Many apparel decisions are rationally consider ones evaluative measure and choosing a feasible alternative. Like Solomon (2004) said if the object reaches consumers interest, they evaluate it and then might purchase. From other point view, this also reflects what the brand image in consumers mind. Brand image includes the target markets interpretation of the products attributes, benefits, usage situations, users, and manufacturer features. In a market brand image reflects schematic memory of a brand (Hawkins, Best and Coney 2004) and consumers perception of a brands characteristics (Hague and Jackson, 1994; Chernatony and McDonald 1998). So from 3.3(b) it demonstrated style and price are main points to attract HM consumers. Look at the All Saints part, 43.3% of respondents considered the most important factor of this retailer is price. Compare with other two retailers the price of All Saints are higher; it is why the consumer think this is important factor of it. Following the price the style are another important section, there are 26.7% respondents are interested in this. 16.7% respondents considered brand, 13.3% considered quality. In the Levis part there are 38.3% respondents thought the quality is the first important section, the second important section is the style, in this section 25% respondents. About the brand and price respectively are 23.3% and 13.3%. To this group consumer, when asked about the HM, the style is most considered factor; they thought style is All Saints brand image is: its price is high and, and they thought Levis has good quality products. Brand image like a receiver  ¼Ã‹â€ Jean-Noà «l 1997 ¼Ã¢â‚¬ °, the image will be influenced by the performance of the promotions, literature and the message, thus a positive image will accelerate the development for an organisation (Hague and Jackson, 1994). Sproles and Kendall explained (1986, p.268; cited by Wang. C.L; Siu. N. Y. M; Hui. A. S. Y 2004), a consumers decision-making style is a mental orientation characterizing a consumers approach to making choices. There are some main decision styles (Sproles and Kendall 1986, cited by Wang. C.L; Siu. N. Y. M; Hui. A. S. Y 2004): Quality conscious Brand conscious Fashion conscious Price conscious These eight styles explain the most basic mental features of a consumers decision making, and have directly relationship with consumer choice behaviour. When consumers buying clothing, often take time to evaluate alternatives of brand, style, design, colour, price and country-of-origin. These choice behaviours are particularly display consumers interest, such as brand conscious, fashion conscious, price conscious and hedonistic orientation (Wang. C.L; Siu. N. Y. M; Hui. A. S. Y, 2004). From the analysis the feedback of these three retailers, they have their own advantages to attractive the consumer. of course there are some disadvantages influence their development, e.g the higher price of All Saints impede most of consumer buy it. Fashion consumer decision making sometimes is a slightly different with the normal consumer decision. Look this figure; it compares what is the different. Firstly, the fashion consumer would like pay attention about the fashion object; not like the traditional consumers, they are sometimes only focus on the function of the cloth. Secondly, the fashion consumers have their view of the product, the traditional consumers always get the information other source, they do not have particular requirement of the fashion, and just sourcing the cloth in the narrow area or shop in customary shop. Fourth, it shows the fashion decision consumers judge the product in different way, fashion decision always try to evaluate product and not the brand performance. In the fifth step, the traditional decision is last step, but fashion decision has one more step than traditional. You can see the figure, consumers not enjoy the purchase immediately, they think about the products satisfy their demand or not , and then reflects they enjoy it. Figure 4.3 (a): Stages in Fashion and Traditional Decision Making( Solomon and Rabolt, 2004;p. 353) Fashion buying is a strategic decision for the organization and influence the products assortment available to consumers (Hines and Bruce, 2007). 4.4 Shopping Frequency The research results display most (70%) of the respondents shop in HM once a month and another 21.7% go to HM stores several times a month. Normally, the fashion buying cycle is not very long, sometimes the period of buying new goods are every six weeks( Kline and Wagner, 1994; cited by Hines and Bruce 2007). When companies have intent on fast fashion, this can happen more quickly, even on every week (Buckley,2006; cited by Hines and Bruce 2007). Everyday HM has new item arrive in stores( HM website). The role of fashion buyer can divide by 18 and 25 different actions, including reviewing market knowledge and analysing old sales records to know different levels of demand for different products (Fiorito, 1990; cited by Hines and Bruce 2007). Otherwise, the fashion buyer will analyse and consider other conditions, such as economic situation; trade, business and industry journals. In this way the buyer can buy the best products at the lowest price (Hines and Bruce 2007). The respondents go to All saints and Levis stores time are not as many as go to HM. From the feedback you can know most (48.3%) of the respondents never shop in All Saints stores and there are 41.7% respondents have never shop in Levis. It demonstrate these 60 respondents are not their main target consumers or their products characters are not attractive these respondents enough. Compared with these consumers never shop in these two stores, other major part respondents are shop in these stores once a month, such as 33.3% respondents shop in All Saints stores once a month, and 38.3% respondents shop in Levis stores once a month. This demonstrate these group of consumers still have interested in these two retailers, but some factors reduce their purchase such as higher price level or fixed style, etc. These two brands can do some marketing research, and following the results can slightly change some previous operational technique, and attractive more potential consumers such as make the never part join the not often part, and reduce rate of the not often part, encourage them purchase more than before. 4.5 Average expenditure From the 3.5(a), in the HM section 71.7% of the respondents indicated the  ¿Ã‚ ¡0 ~ ¿Ã‚ ¡30 is a very popular price area, they always spent this amount in HM stores. This express the consumers can use this amount money bought their satisfy products in HM. Opposite this, the 43.3% respondents never spent money in All Saints stores. Like mentioned in 3.5(b) the All Saints price level all most from  ¿Ã‚ ¡60, it is a little high for the students. So except never buy part, the ¿Ã‚ ¡60~90 is second popular part (28.3%), only smaller part (15%) of the respondents spent above  ¿Ã‚ ¡90, and rest of 13.3% spent  ¿Ã‚ ¡0 ~ ¿Ã‚ ¡30, no body spent  ¿Ã‚ ¡30 ~ ¿Ã‚ ¡60. Although like this, their sales were  £46.9 million for the year to February 3 2008 All Saints chief executive Stephen Craig said: sales had been consistently well above budget throughout 2008 Christmas trade was also strong, above budget and ahead of market rivals, according to the company. They do not like other high street rivals; All Saints did not give discount in its shops Craig said that unlike some of its high street rivals, All Saints did not discount in its shops pre-Christmas, in this way, maintain margin and consolidate brand positioning (Brown 2009). The Levis situation is similar with All Saints, from the research results known, the figure is better than All Saints, there are 33.3% respondents never spent money in Levis stores, but all the respondents known this brand. In  ¿Ã‚ ¡60 ~ ¿Ã‚ ¡90 area Levis has the same result ( 28.3%) with All Saints, this is the acceptable price area. Following this figure the close area is  ¿Ã‚ ¡30 ~ ¿Ã‚ ¡60, 25% of them spent this amount. 13.3% spent  ¿Ã‚ ¡0 ~ ¿Ã‚ ¡30, non of them spent above  ¿Ã‚ ¡90. In the Appendix part there are some products prices with photographs of these three brands, In 4.3 has talked about the brand image gives to this focus group. Each of these brands gives the different images to consumers. Feldwick (2003) said improving brand image can help to increase sales; gain the extra income, other author like Hague and Jackson (1994) mentioned: a) a positive image will get more margins and reduce the competitive pressure and easier to sell with lower prices, b) More competitive, a strong brand will be like a barrier to competitors products. Therefore to increase their average expenditure, have a strong brand image is essential. With the strong brand image, their whole sales volume can be increased. CHAPTER 5 CONCLUSION In this section will conclude the wider perspective on the findings of the investigation and also provides suggestions for the further research on the subject. Nowadays, brands can not be avoided today, it already infiltrate into peoples daily life. The primary research, which was presented and discussion in Chapter 3 and 4, those information showed that the performance of the retailers in the market, reflects their status. The status of brand logo recognition can reflects the brand awareness of a company, If a company has a wide brand awareness, it means have big amount of consumers can recognize its public logo. At the meanwhile the products of this company can satisfy general consumers demands; it is also can have higher brand awareness. So when the question is ask about the brand logo recognize, it can be described the brand awareness level, the answers demonstrated the awareness level of company. Other theory which related with brand awareness and brand logo is brand equity; it has talked about in 4.2. From 3.4 you know there are some respondents have not buy any products in the All Saints and Levis stores, so increase the brand equity may encourage more purchase actions. The brand equity can increase (or reduce) the value of the organizations products or services. The value of the organization achieved not only from sales income but also from the brand equity, increase the brand equity is a positive method to attract more consumers interests and attentions to the products and then have the opportunity increase the sale. Following these two contents, in 4.3 the brand image and consumers buying behaviours are talked in this section. Consumers have different impression to these three brands; they rely on the characters of and estimate their brand image. in this section has also discussed about the fashion buying behaviour because these four answers of 4.3 reflects the what the main requires of the consumers, so when the a fashion retailer want gain the biggest value they need known their consumers demands and build a strong brand image. The duration of the fashion trend is very short, so the fashion buying cycle is also not very long, in 4.4 has discussed the shopping frequency of the consumers and through the results most of HM consumers can follow the fashion trend, and purchase its products more frequent. Finally, the average spent when consumers shopping these stores, can display how popular of this brand, if the consumers like the products they would like to spend more money, of course in this section has some suggestions of how to make the consumers spend more in future. 5.1 Further research recommendations The research comprehended only a limited sample of consumers, and focused upon three brands, so the results only can reflect a group of consumers thought. I suggest someone else looks into in more wide details about the brand and do some wider research, not only focus on female, also can be another occupation. CHAPTER 6 REFERENCE Aaker, D. A. (2002) Building strong brands New York; London : Free. Aaker, D. A (2002) Brand leadership New York; London : Free. Crainer, S.(1995) The real power of brands: making brands work for competitive advantage London : Pitman. Chernatony, D.L. and McDonald, M. (1998) Creating powerful brands in consumer, service and industrial markets 2nd ed.. Oxford : Butterworth-Heinemann. Easey, M (2002) Fashion marketing 2nd ed. Oxford : Blackwell Science. Feldwick. P (2003) Brand communications in Brand and Branding Hawkins, D. I., Best, R. J., and Coney, K. A. (2004) Consumer behaviour: building marketing strategy 9th ed. Boston, Mass. : McGraw-Hill. Hague, P. and Jackson, P. (1994) The power of industrial brands : an effective route to competitive advantage . London : McGraw-Hill. Jean-Noà «l, K. (1997) Strategic brand management : creating and sustaining brand equity long term 2nd ed. London : Kogan Page. Riezebos, R. (2003) Brand management : a theoretical and practical approach Harlow : Financial Times Prentice Hall. Solomon, M. R.and Rabolt, N. J. (2004) Consumer behavior : in fashion Upper Saddle River, N.J.; London : Prentice Hall. Walliman, N. (2001) Your research project : a step-by-step guide for the first-time researcher London : SAGE. Wang. C.L; Siu. N. Y. M; Hui. A. S. Y (2004) Consumer decision-making styles on domestic and imported brand clothing. Eurropean Journal of Marketing, [online], Vol.38, Iss. 1/2, pp.239-252 6.1 INTERNET SOURCE http://www.allsaints.co.uk/brand/ http://www.hm.com/gb/abouthm__abouthm.nhtml http://www.levistrauss.com/Company/ Pam Tate 2007 http://www.drapersonline.com/news/all-saints-founders-sign-religion-deal/765531.article Jessica Price Brown 2009: http://www.drapersonline.com/news/multiples/all-saints-sales-buck-downturn/5000200.article Glossary (2007) All About Branding, [online], Available at: http://www.allaboutbranding.com/index.lasso?page=11,54,0. [Accessed: 10th December 2008] Jessica Price Brown 2008 http://www.drapersonline.com/news/hm-unveils-its-design-for-dominance/903574.article 10 March, Jessica Price Brown 2009 http://www.drapersonline.com/news/all-saints-brightens-sector-gloom/1967495.article Drapersonline 2009 http://www.drapersonline.com/news/other-sectors/lingerie/new-underwear-licensee-at-levis/5000720.article Appendices