Creating and maintaining customer loyalty - Free Essay Example

Sample details Pages: 17 Words: 5201 Downloads: 6 Date added: 2017/06/26 Category Marketing Essay Type Analytical essay Did you like this example? CREATING CUSTOMER LOYALTY   THE CHALLENGE OF TODAYà ¢Ã¢â€š ¬Ã¢â€ž ¢S BUSINESSES ABSTRACT This research considers the challenge of todayà ¢Ã¢â€š ¬Ã¢â€ž ¢s businesses in creating and maintaining customer loyalty. The supermarket sector in particular is considered. Literature and previous research regarding loyalty and various loyalty programmes is first reviewed. A focus group of consumers and loyalty card users was held, focusing on their perception of loyalty and loyalty programmes. Results from the focus group were analysed and compared to data from literature and previous research. Overall conclusions from combined research are that loyalty reward schemes are no longer as effective as when first introduced at directly influencing participant behaviour. Consumers tended to be first most loyal to particular products within a store, then loyal to a specific store in their community, whether part of a national chain or not. Consumers were somewhat loyal to retailer brand and less so to particular reward schemes. In general, consumers favoured either lower overall prices or loyalty reductions at the register, rather than point accumulation programmes. INTRODUCTION This study seeks to consider the components that create customer loyalty, and in particular whether loyalty reward schemes are an effective tool in creating loyalty. Literature and previous studies of customer loyalty in general and loyalty reward schemes in particular were reviewed. Considerations were made with specific reference to the supermarket sector, because it is a market highly dependent on repeat-purchases and customer loyalty, and as an industry has participated in loyalty reward schemes. A focus group was then developed of supermarket consumers and loyalty reward programme participants. These consumers were asked a series of open-ended questions, which they then discussed. Their answers were recorded and grouped, where applicable. Findings were analysed and presented in summary form, with quantitative data available in Appendix 1 of this study. This research hopes to verify what components create customer loyalty, and how they affect each other and the consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s perception of loyalty to a store or retail brand. It is also anticipated to generate relevant data regarding consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ attitudes towards loyalty reward schemes. Much of the data attesting to the effectiveness of such data is from three or more years ago, and does not take into consideration the market saturation existing in the loyalty scheme sector, or that the novelty of such programmes has worn off for some consumers. It is anticipated that other, more traditional factors may be found to be more important in creating and maintaining customer loyalty than the reward schemes introduced in the past fifteen years. LITERATURE REVIEW Loyalty is both a business strategy and a consumer perception. As a business strategy, the importan ce of customer loyalty and repeat purchases is relative to the type of business (Fill 2004). The need for retuning customers is less important to a firm selling retirement cottages, for example, than the supermarket trying to capture customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ weekly spend. Loyalty is earned through several factors: quality merchandise for a reasonable price, company or label status, attentive informed sales help, and adequate after sale follow-up. A positive combination of these factors (not every loyalty-building purchase requires all four) gives customers the perception of a fulfilling purchase experience, and increases the likelihood they will buy again (Uncles, Dowling and Hammond 2003). Research has shown the customer experiences loyalty as an attitude established over time (Woodruff and Gardial 1996). Customers first try a particular retailer. If the retailer satisfies a threshold percentage of their needs and expectations, the customer is likely to return (Woodruff and G ardial 1996). Over time, the customer develops shopping habits related to the particular store, which may include but are not limited to location of particular products in the store, purchase of store brands, participation in reward schemes, low-context relationships with store personnel, habitual stops at the store (such as on the way home from work), and participation in various secondary services (such as purchasing cosmetic items or using an in-shop florist). The store-specific shopping experience becomes a customer habit, and will continue in the form of repeat-purchase behaviour until something occurs to affect the customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s habit (Woodruff and Gardial 1996). A number of studies by both stores and independent researchers have focused on this process of customer loyalty, with the explosive growth in loyalty reward schemes in recent years a particular consideration. In the past ten years, the UK retail sector has seen loyalty programmes grow from a handful t o over sixty (Byrom, Hernadez and Benison 2001). Where once grocers competed with perhaps one or two other stores in their immediate geographic area, the instruction of large national chains and superstores has created an oligopoly environment in the sector (Mistry 2005). As differentiation is difficult and repeat-purchase customers vital in the supermarket sector, loyalty programmes were started to try to win new customers by breaking their prior shopping habits, to retain existing customers, and to encourage customers to consolidate their spend at one market (Shabi 2003). There are three primarily types of loyalty programmes. Some loyalty schemes are offered by a specific manufacturer, and award discounts or rewards solely for the purchase of products made by that firm. Schemes that require a consumer to save box-tops or points from the side of the carton are an example of this type of loyalty programme. Some retailers issue cards, which provide consumers discounts at the regis ter or allow them to accumulate points towards a discount or special purchase. Points or discounts may only be earned and redeemed at that particular retailer. The Somerfield Saver Card is an example of this type of loyalty programme. A third type of loyalty scheme is the multi-retailer card, such as the Nectar card. This allows consumers to receive discounts or accumulate points at a number of partnering retailers. Supermarkets either operate their own retailer-specific loyalty programme or participate in a multi-retailer scheme (Uncles, Dowling and Hammond 2003 ). Loyalty cards have been shown to draw new customers, primarily by offering them a reason to try another store. The cards also have been shown to increase purchase consolidation, with customers using loyalty reward cards increasing their average spend by sixteen to twenty-eight percent (Rowley 2005). It is important to note these results were more strongly documented at the outset of the loyalty schemes, recent data in dicates loyalty programmes are less successful at all three than when the schemes were first implemented (Rowley 2005). Loyalty cards are now viewed as supplementary in customer acquisition and retention; cards canà ¢Ã¢â€š ¬Ã¢â€ž ¢t replace quality product, low price, or responsive, professional staff (Mistry 2005). The most significant benefit to retailers of loyalty reward schemes is the data gathered by such programmes. This data can be used for a loyalty strategy, but is of possibly more benefit to retailers in todayà ¢Ã¢â€š ¬Ã¢â€ž ¢s market as a market analysis tool (Fill 2004). Some supermarkets use the data for decisions that do affect customer loyalty, such as which products to carry or where to shelve products (Shabi 2003). These decisions usually have an ulterior motive of profit, however. A supermarket is likely to plan its products, presentation, and prices for the shopper who regularly buys high-return items. The store is unlikely to make decisions to encourage loy alty from the shopper who only purchases items on sale or those with little profit margin. Stores interested in high-quality, detailed market analysis should definitely consider loyalty reward programmes as one very effective way to gather such data. However, stores truly aiming at customer loyalty will place loyalty reward programmes in a category of less importance (Shabi 2003). Loyalty has been shown to develop over time through quality products, reasonable prices, and service that meets or exceeds customer expectations (Brassington and Pettitt 2003). These expectations are of particular importance. For loyalty to build, store marketing must fit with its products and services to offer a shopping experience that meets or exceeds customer expectation. For example, the expectations of a customer at Tesco are different from the expectations of a customer at Asda. Asda is a discount supermarket, and customer expectations hinge greatly on price. Tesco, on the other hand, markets its elf on value and service. à ¢Ã¢â€š ¬Ã…“No-one tries harder for their customers,à ¢Ã¢â€š ¬Ã‚  Tesco claims, we à ¢Ã¢â€š ¬Ã…“treat people how we like to be treatedà ¢Ã¢â€š ¬Ã‚  (Tesco 2005). It is important to develop marketing strategy, including the loyalty component, based on clear differentiation between stores, and resulting creation of realistic customer expectation (Fill 20 04). In the end, loyalty returns to the three components of product, price, and people. If all three of these are adequately executed and realistically communicated to the customer, loyalty will develop over time. METHODS AND METHODOLOGY Two main types of data analysis were performed in the course of this research. The first was secondary research, reviewing findings from previous studies of loyalty and loyalty schemes. This was taken from recent literature, including journals, news articles, websites, and books. It included literature related to loyalty schemes and customer loyalty in gen eral, as well as research focused specifically on the grocery and supermarket sector. Retailers in general and supermarkets in particular were found to broadly support loyalty programmes. Studies indicate they believe these schemes encouraged shoppers to spend more at their stores. More importantly, loyalty schemes generated data that could be used for both broad and detailed market analysis. Both of these were seen as being valuable to retailers. There was concern loyalty schemes were not as effective as they were a few years ago, and that retailers have begun rewarding customers for purchases they would have made regardless of loyalty rewards. Overall, loyalty as a concept was seen as actions resulting from attitude toward and perceptions of a particular store or brand. On a retailer level, it included loyalty reward programmes in combination with the service, product selection, and price provided by the supermarket. These factors together led to a gradual development of loyalt y to a particular store. Information culled from this initial study revealed that consumers also perceive loyalty cards and programmes as being beneficial to them. However, there is evidence of some market saturation in the loyalty sector. Consumers were not as influenced in their shopping habits as they were several years ago. In addition, repeat-purchase shopping (such as at the supermarket, where the customer buys a similar trolley each week) was most affected by product loyalty, followed distantly by store loyalty and retailer brand loyalty. With a few exceptions, loyalty programmes were not considered a comparatively major component of the customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s purchase decision. The above information was used to develop a plan for a consumer and loyalty card user focus group to consider loyalty and supermarket retailers. It was hoped the group would reinforce and add to the findings of previous research. A series of questions was developed regarding brand loyalty, store loyalty, participation in loyalty schemes, benefits and drawbacks of loyalty programmes, how brand and store loyalty could be increased, how loyalty schemes could be improved, and perceptions and recommendations regarding privacy and loyalty programmes. The group began with a short questionnaire to gather some basic demographic and loyalty data. Participants were then asked to introduce themselves and share the information on the questionnaire with the group. Finally, the format of the focus group was explained. The group was tape-recorded, with an observer also making notes during the session. Participants were asked a series of questions by the moderator (not one of the twelve participants), and given approximately ten minutes to discuss each question. Each was provided the complete list of questions in print before the moderator began. These were open questions, with no sample answers provided, which allowed recording of participantsà ¢Ã¢â€š ¬Ã¢â€ž ¢ uninfluenced opinio ns and perceptions. These responses were later grouped, where appropriate. For some questions, participants could make multiple responses; the nature of other questions required them to generate a single response. The group occasionally drifted off the subject presented, and in these cases the moderator asked follow-up or redirecting questions when necessary during the group session. Both the moderator and research observer were careful not to influence participant input by affirming or opposing their contributions; questions, including follow-up and redirecting, were open ended. For example, the moderator would ask à ¢Ã¢â€š ¬Ã…“What is your perception of privacy guarantees offered by those controlling loyalty data?à ¢Ã¢â€š ¬Ã‚  rather than à ¢Ã¢â€š ¬Ã…“Are you concerned about violations of privacy by those controlling loyalty data?à ¢Ã¢â€š ¬Ã‚  It is important to note an issue of group dynamics that effected quantitative results. First, there were three fairly domin ant members of the group who occasionally tried to influence other group members to agree with one or more of them. In these instances, the research observerà ¢Ã¢â€š ¬Ã¢â€ž ¢s notes, in combination with the tape recording of the session, were used to determine whether the participant had willingly changed his or her view, or appeared to be placating a dominant group member. For example, one younger woman originally stated Somerfield was her favourite loyalty programme, because à ¢Ã¢â€š ¬Ã…“you donà ¢Ã¢â€š ¬Ã¢â€ž ¢t have to fiddle with points or keep track of them.à ¢Ã¢â€š ¬Ã‚  She lucidly went on to explain her distasted for tracking and redeeming points in other loyalty schemes. She was opposed, however, by a middle-aged woman, who forcibly countered each of the younger womanà ¢Ã¢â€š ¬Ã¢â€ž ¢s reasons, with an implication that tracking and redeeming points was easy and à ¢Ã¢â€š ¬Ã…“ shouldnà ¢Ã¢â€š ¬Ã¢â€ž ¢t bother anyone.à ¢Ã¢â€š ¬Ã‚  The younger woman finally change d her favourite loyalty scheme to Tesco, the same one as the middle-aged woman, but it appeared she did so more to avoid conflict than as a conscious change of opinion. Where this type of group dynamic was observed, notations were added to data (see Appendix 1). Two forms of data were collected from the group. Membersà ¢Ã¢â€š ¬Ã¢â€ž ¢ answers to each question generating numeric responses were quantified and recorded. The numeric information from these answers appears in Appendix 1 of this research. For questions soliciting names or descriptions, the most common cited were listed. Where participants did not respond to a specific question or responded in such a way that quantification was not possible, their response section was left blank. These blanks were not considered in data calculations. Items recorded were offered by group participants in response to open-ended questions; no questions offered answers. Secondly, specific comments that the researcher considered particularly relevant were noted for each question. These are used to reinforce numeric data, and are included where appropriate in the Results and Analysis section of this study. RESULTS AND ANALYSIS The consumer and loyalty card user focus group consisted of twelve adults, ages twenty-two to sixty-seven. There were five men and seven women; nine of the participants were currently married or living together and seven had children at home. One participant had an elderly parent in their care. There were no couples within the group, those with spouses attended without them. Six participants stated they did all the grocery shopping in their households, three did at least half of the shopping, and three shopped occasionally. One group member was not enrolled in any loyalty programmes, although he stated he believed his wife had had a Safeway ABC card at one time. Two group members had more than ten loyalty cards; the average number of cards per participant was 7.3. The most common loyalty sche mes participants were enrolled in were Tesco Clubcard, Nectar, Somerfield Saver, and Boots Advantage. The questions first dealt with whether participants were most loyal to product manufacturer, particular store, store brand (chain), or loyalty programme. Group members stated strong manufacturer preference on certain products, but not on others. Several participants stated they or members of their households would only use one brand of coffee or ketchup, for example. This applied to individual products by individual manufacturers, and appeared highly personal taste. This type of loyalty did not appear to affect the overall shopping experience or retailer loyalty, except in combination with price differentiation. Enough specific manufacturer products offered at a lower price were recognised as a reason to change supermarkets. à ¢Ã¢â€š ¬Ã…“If a new store opened with what we buy for less, of course Ià ¢Ã¢â€š ¬Ã¢â€ž ¢d change.à ¢Ã¢â€š ¬Ã‚  Indeed, eleven indicated they were qui te wiling to jump ship if another store offered the same manufacturerà ¢Ã¢â€š ¬Ã¢â€ž ¢s products at lower pri ces. The individual store was slightly more important than retailer brand. This was most important to one participant who shopped at a non-chain local grocer. This gentleman stated he was retired, and he and his wife shop several times each week. They particularly appreciated conversations with store personnel, some of whom they have à ¢Ã¢â€š ¬Ã…“known for years.à ¢Ã¢â€š ¬Ã‚  Seeing friends and neighbours was also an important part of the manà ¢Ã¢â€š ¬Ã¢â€ž ¢s shopping experience. The social and proximity aspects of the local grocer were the most important to generating store loyalty for this participant. Another participant who found individual store most important was a young woman with three small children. She indicated the convenience of the store to her home and accommodations for the children such as special trolleys were significant in her shopping decision . It would appear from these two examples that individual store loyalty is enhanced by specific services and pe rsonal relationship. There was significant variety amongst participants in the number of supermarkets they visited regularly. One group member shopped at four to six different supermarkets in any given month. She indicated she did this to à ¢Ã¢â€š ¬Ã…“get the good sales. You can save on different [products] at each.à ¢Ã¢â€š ¬Ã‚  Three group members regularly shop at three different supermarkets, for the same reason. Most group members indicated they shopped at two supermarkets, usually one chain or major retailer for the bulk of their shopping and a local grocer for the occasional item between major shopping trips. One participant only shopped at a store near her home, citing convenience as the primary cause of her shopping decision. à ¢Ã¢â€š ¬Ã…“I canà ¢Ã¢â€š ¬Ã¢â€ž ¢t be bother to go all over for 50p.à ¢Ã¢â€š ¬Ã‚  None of the participants recognised the nee d of a jolt or catalyst of some kind to change their shopping habits. Analysing these preferences, the shopper who frequented four to six supermarke ts would be the most likely to try a new store, but the most expensive to acquire as a customer who bought their entire trolley there. To keep her and most of her spend, the supermarket would have to provide extensive selection yet significantly under price its competitors on almost every item, which given the narrow profit margin on many food items is unlikely. The majority of participants, who shopped at two stores each month, would be the target customers in a loyalty change. The retailer would have to first lure them over to the new store, then keep them shopping there for a long enough period of time until a new shopping habit was established. While loyalty reward programmes accomplished this in the 1990s, it is questionable whether one would do so now, unless it offered tremendous savings. The cost to the retailer to offer such sa vings would then call into question the benefit of such program, particularly regarding short-term profitability. Only one participant was most influenced by retailer brand. This man, who is single without children, also indicated a high preference for online shopping. à ¢Ã¢â€š ¬Ã…“At Sainsbury onlineà ¢Ã¢â€š ¬Ã‚ ¦ you can get wine delivered to your door.à ¢Ã¢â€š ¬Ã‚  He also listed brand selection at any Sainsbury store as a positive factor in his shopping decision, as was similar layouts store to store, which made it easier to quickly find his products of choice. An insightful comment was made by one participant that perhaps this is why many national chains look the same inside and out. He felt this could be a way of encouraging customers to shop there, as it looks just like another store by the same retailer that they frequent. There was some discussion of negative perceptions related to retailer brand. One participant recounted a rude experience at Tesco, which influ ences her decision not to shop there anymore. Some indicated they did not shop discount supermarkets due to lack of desired products and manufacturers; although there was no particular consensus as to which particular products and manufacturers were most desirable. The perceived status of shopping at a particular retailer (primarily negative in relation to discount supermarkets), store cleanliness, and quality of store brands were all discussed. None of the participants cited loyalty programmes as their prime determinate of shopping choice, although all found some benefit in such schemes. Saving money was the prime benefit, with special offers in exchange for points a distant second. Additionally, benefits were described as less of an incentive than when loyalty schemes were first introduced. à ¢Ã¢â€š ¬Ã…“I used to pay more attention to points and such. Not so much now. If youà ¢Ã¢â€š ¬Ã¢â€ž ¢ve a card for everywhere, it doesnà ¢Ã¢â€š ¬Ã¢â€ž ¢t matter so much where you shop. à ¢Ã¢â€š ¬Ã‚  Eight group members preferred reward schemes that gave discounts directly at the time of purchase. à ¢Ã¢â€š ¬Ã…“Somerfield has good produce, and you donà ¢Ã¢â€š ¬Ã¢â€ž ¢t have to earn pointsà ¢Ã¢â€š ¬Ã‚ ¦ They give the discount when you buy.à ¢Ã¢â€š ¬Ã‚  This was significant as the most popular loyalty schemes cited by group members were those requiring redeeming points rather than those offering discount at time of purchase. Three participants preferred point reward schemes, primarily due to larger rewards. à ¢Ã¢â€š ¬Ã…“Boots gives 4p. It doesnà ¢Ã¢â€š ¬Ã¢â€ž ¢t get better. One group member had no preference regarding either scheme. The prime drawbacks of loyalty schemes included having to count and redeem points, forgetting the card, and privacy concerns. The first two of these were not presented as major drawbacks, but more as minor irritations. Four group members disliked having to earn a certain number of points to quality for a reward, as well as the process of redeeming their rewards. It is significant that all four stated this did not keep them from participating in points-earned reward programmes. Privacy, however, was a concern amongst at least six of the participants, who felt the programmes collected a significant amount of information. Only one of these indicated he felt the information to be à ¢Ã¢â€š ¬Ã…“Very personal,à ¢Ã¢â€š ¬Ã‚  whilst ten participants found the information to be à ¢Ã¢â€š ¬Ã…“Somewhat personal.à ¢Ã¢â€š ¬Ã‚  It is of note that participants first discussed the amount of information collected, then how personal the information. Several group members became more concerned about privacy as the conversation progressed. This was particularly true of three group members who appeared to have little recollection or had not much considered the information they were revealing to loyalty card retailers. à ¢Ã¢â€š ¬Ã…“Did you have to put your employment on the application? I donà ¢Ã¢â€š ¬Ã¢â€ ž ¢t remember that. It was so long ago.à ¢Ã¢â€š ¬Ã‚  à ¢Ã¢â€š ¬Ã…“But theyà ¢Ã¢â€š ¬Ã¢â€ž ¢re not allowed to put it out, are they?à ¢Ã¢â€š ¬Ã‚  Several agreed they were more aware of privacy issu es since Home Secretary David Blunkett brandished a Nectar card and raised the issue earlier this year. Most group members found the organisations that control loyalty data to be at least à ¢Ã¢â€š ¬Ã…“Somewhat trustworthy,à ¢Ã¢â€š ¬Ã‚  although none could name the controlling bodies of Nectar or other multi-retailer programmes, when this was brought up by a group member. As discussion progressed, several participants indicated they were more comfortable with an individual retailerà ¢Ã¢â€š ¬Ã¢â€ž ¢s loyalty scheme than one run by a third-party company. None indicated, however, that this concern had or would affect their purchasing and shopping decisions. Participants believed the main use of loyalty cards was to encourage them to shop more at a particular store. They felt the store then rewarded them for spending more money. Discussion at one point drifted off into how much reward was offered by different stores. The conversation then moved to the targeted advertisements and coupons all participants agreed they had received in one form or another. Of note the group member who did not have any loyalty cards also indicated he received some targeted advertising, although he could not trace it to a loyalty scheme. Most participants found these advertisements helpful, and believed they assisted in increasing store loyalty. One participant was somewhat offended by the mailings, although she used the coupons and sales information provided to plan her purchase decisions. Two participants did not comment during the discussion. There was brief mention of using information from loyalty cards to plan sales at the close of the dis cussion. It is of note that none of the participants mentioned customer profiling or data analysis as a reason for loyalty schemes. T hey were much more focused on reasons that truly influenced customer loyalty. Group members felt that price and product were the two keys to improving customer loyalty, with eleven mentioning price and ten mentioning higher quality products as leading to improvements in loyalty. Participants stated they also preferred discounts at the register as the means of receiving loyalty rewards, although most shopped supermarkets with points earned towards rewards schemes rather than those with discounts. Several mentioned the need for courteous and informed staff, particularly who could and would assist customers when asked to do so. One participant had had a particularly unpleasant experience in a dirty store during a visit out of town, and mentioned she would never go in that particular store again. CONCLUSION This research set out to evaluate how loyalty was created, focusing on the supermarket industry and their use of loyalty reward programmes. Literature and previous research on loyalty, loyalty reward schemes, and the supermarket sector was reviewed to achieve an overview of topics, controversies, and trends. A focus group of supermarket consumers was then developed and held to discuss loyalty and loyalty-related issues. The focus group consisted of twelve participants, who discussed questions presented by a moderator. The questions were open, requiring the participants to generate answers rather than pick from a list. Data gathered from the participantsà ¢Ã¢â€š ¬Ã¢â€ž ¢ discussions was quantified, analysed and presented. The most significant finding was that group members considered quality and price, and to some extent service, as more important to customer loyalty than loyalty programmes. Most used loyalty cards during their regular food shopping, but indicated the cards were more likely to reward them for something they would do regardless, rather than be a catalyst for new or changed behaviour. This finding suggests loyalty card schemes should not be viewed as a way to build customer loyalty so much as a way to access valuable, relevant customer and market data. This places loyalty reward programmes at a different position within organisationsà ¢Ã¢â€š ¬Ã¢â€ž ¢ marketing and loyalty strategies. Another finding was the importance of loyalty to manufacturers of specific products. This was by far the most passionate of all the group discussions. While most participants were only strongly motivated by a few products, their loyalty to these products was high. The group had lengthy discussion of coffee and ketchup, in particular. After manufacturer product, the group was most loyal to individual store, rather than retailer brand. Personal relationships, special services, and convenience were all factors in loyalty to a particular store location. Most participants focused on the benefits of loyalty programmes, with little awareness of how their privacy could be violated or information misused. They did state they felt some what safe with the amount of information and personal nature of the information they had provided to loyalty programme operators. All group members except one agreed that quality products at a lower price would cause them change stores. Quality of product was stated to be more important than selection within the supermarket sector, although none of the participants stated they had experienced significant selection issues in the past, so this may not have been properly considered. In general, these two components were considered the basis for establishing and improving customer loyalty. Loyalty programmes were simply icing on the cake, so to speak. Group members preferred loyalty programmes that gave them discounts at the register to those that accrued points, if the value of the rewards were equal. Otherwise they preferred the programme that provided the highest reward. Staff and service were also recognised as important contributors to store loyalty. Overall, product, price a nd service were seen as the keys to customer loyalty by group members. Loyalty reward programmes were appreciated, but not considered primary in creating or maintaining customer loyalty. BIBLIOGRAPHY Brassington, F., and Pettitt S. (2003). The Principles of Marketing, 3rd Edition. Financial Times Management, London. Byrom, J. (2001). The role of loyalty card data within local marketing initiatives. International Journal of Retail Distribution Management, vol. 29, no. 7, pp. 333-342 Byrom, J., Hernandez, T., Bennison, D. (2001). Exploring the geographical dimension in loyalty card data. Marketing Intelligence Planning, vol. 19, no. 3, pp. 162-170. Cross, R., and Smith, J. (1995). Customer Bonding. NTC Publishing, Lincolnwood, IL, USA. Fill, C. (2004). Marketing Communication: Contexts, Concepts and Strategy. Prentice Hall, London. Graeff, T., Harmon, S. (2002). Collecting and using personal data: consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ awareness and concerns. Journal of Co nsumer Marketing, vol. 19, no. 4, pp. 302-318. Mistry, B., (2005). A question of loyalty. Marketing, London, 2 March 2005 [online]. Available at www.emeraldinsight.com, accessed 26 March 2005. Quilter, J., (2005). Why Boots must take Advantage of its data. Precision Marketing, London, 11 February 2005, p. 11. Rowley, J. (2005). Building brand webs: Customer relationship management through the Tesco Clubcard loyalty scheme. International Journal of Retail Distribution Management, vol. 33, no. 3, pp. 194-206. Shabi, R. (2003). The card up their sleeve. The Guardian, London, 19 July 2003 [online]. Available at www.guardian.co.uk, accessed 26 March 2005. Tesco (2005). Tesco. Company website. Available at www.tesco.com, accessed 26 March 2005. Uncles, M., Dowling, G., Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, vol. 20, no. 4, pp. 294-316. Woodruff, R., and Gardial, S. (1996). Know your customer: New approaches to understanding customer value and satisfaction. Blackwell, Oxford. APPENDIX 1 FOCUS GROUP QUESTIONS AND RESULTS 1.What is more important to you, the particular manufacturer of product you purchase, prices of products at a store, the specific store in which you shop, the retailer or chain of store in which you shop, or the loyalty reward programme available at a retailer? Prices5 Manufacturer (product selection)4 Specific store2 Retailer / chain1 Loyalty programme0 2.Who are your favourite manufacturer(s)? Favourite supermarkets? Favourite loyalty programmes? Manufacturers: Various too many to group / list Supermarkets: Tesco4**Note: One participant had Boots3two favourites. Sainsbury2 Somerfield1 Asda1 Other2* Loyalty programmes:Tesco7 Boots Advantage3 Nectar1 Somerfield1 Note: One participant recorded for Tesco originally cited Somerfield. 3.At how many supermarkets do you regularly shop (more than once per month)? Four or more1 Three3 Two 7 One1 4.What might influence you to shop at a different store or try a different manufacturerà ¢Ã¢â€š ¬Ã¢â€ž ¢s product? Price9 Quality of products9 Coupon or discount7 Recommendation from friend / relative5 Advertisement4 Convenience2 5.What type of loyalty programme do you prefer? Discount at time of purchase8 Accumulating points3 No preference1 6.What do you think are the benefits of loyalty reward schemes? Saving money12 Special offers 5 7.What are the drawbacks? Privacy10 Keeping track of points 4 Having to carry the card 1 8.How much information do you think shops collect through loyalty schemes? Significant information7 Some information3 Little information0 Not sure2 Note: Four participants were originally à ¢Ã¢â€š ¬Ã…“Not Sure.à ¢Ã¢â€š ¬Ã‚  Two participants who first stated they were à ¢Ã¢â€š ¬Ã…“Not Sureà ¢Ã¢â€š ¬Ã‚  changed their opinion through the cour se of group discussion, one to à ¢Ã¢â€š ¬Ã…“Some Informationà ¢Ã¢â€š ¬Ã‚  and one to à ¢Ã¢â€š ¬Ã…“Significant Information.à ¢Ã¢â€š ¬Ã‚  9.How do you think they use this information? Encourage customer to buy there8 Send advertisements5 Decide which items to put on sale4 10.How personal do you consider data that could be collected through loyalty schemes? Very personal 1 Somewhat personal10 Not personal 0 Not sure 1 11.What is your perception of privacy guarantees offered by those controlling loyalty data? Very trustworthy1 Somewhat trustworthy8 Not trustworthy2 Not sure1 12.If you were a retailer, what would you do to improve customer loyalty? Lower prices11 Higher quality products10 Discounts at register 9 More products 4 Train staff (courtesy) 4 Clean store 1 Don’t waste time! Our writers will create an original "Creating and maintaining customer loyalty" essay for you Create order

The Interpretation Of Fulfillment And Fulfillment

Our Interpretation of Fulfillment Everyone wishes to achieve complete fulfillment, but what makes up fulfillment for each person often differs. In theory, everyone is chasing the same state of being, fulfillment, but people have different perceptions of what fulfillment is. Many philosophers have debated the idea of reaching fulfillment, and many of them disagree on what human fulfillment truly consists of. Some believe that fulfillment can fully be realized in this life, while others believe that it cannot be achieved in this life, and can only be achieved in a next life. In The Handbook, Epictetus, claims that fulfillment can be reached in this life, because human fulfillment consists of tranquility, which can be maintained in this life. On the contrary, in the Summa Theologica, Thomas states that fulfillment consists in the vision of the divine essence, which cannot be fully actualized in this life, so we cannot reach complete fulfillment in this life according to Thomas. Ultimately, each persons definition of what happiness and fulfillment is will determine if it can attained in this life or only in a next life. Fulfillment is different for each person, and if you believe it can be reached in this life, than it is possible for you to be happy in this life. However, if you believe you can only reach fulfillment in a next life, than it will not be possible for you to be happy in this life. Each persons interpretation of fulfillment can change over time, but theShow MoreRelatedJesus Christ From The Old Testament787 Words   |  4 PagesMethod The Way of Redemptive-Historical Progression The method of Redemptive-Historical Progression looks to every text in the Old Testament and sees it within the context of the history of God, keeping in mind both the literary and historical interpretation of the text, and progresses to, and climaxes in the life, death, and resurrection of Jesus, and ultimately in the New Creation. Greidanus believes that this is the bedrock and foundational way of preaching Christ from the Old Testament, andRead MoreSigmund Freud s The Interpretation Of Dreams Essay1383 Words   |  6 Pagesimpact on modern culture and common opinion. Freud’s The Interpretation of Dreams, first published in 1899, takes into account dream interpretation and theories involving the human brain, why humans dream and what they could mean. By conducting ‘free associations’ and interpreting numerous case histories of patients’ and their dreams, he established such theories such as dreams as wish-fulfillments and regression. In his dream inte rpretation, Freud treated dreams as a distorted path to the unconsciousRead MoreComparative Methods Of Fredericks And Clooney917 Words   |  4 Pagescomparatively through interreligious dialogue and textual study for social-religious solidarity, deepening faith, and theological reflection; and hopefully, the comparative methods respond to the trend of pluralism and limits of fulfillment theology. Pluralism and Fulfillment Theology Debating on salvation is the key issue for the birth of pluralism and â€Å"pluralistic† theology. In responding to religious diversity, John Hick, Paul Knitter, Stanley Samartha, and Wilfred Cantwell Smith generally agreeRead MoreThe Consequences of Eating from the Tree of Knowledge Essay1051 Words   |  5 PagesThe purpose of this study will be to examine the specific fulfillment of the consequences contained in the warning against eating of the tree of knowledge of good and evil. Before we look at that fulfillment, it will be beneficial to note the specifics of the promise. THE PROMISE OF DEATH The promise seems to be quite clear as God tells Adam and Eve, â€Å"in the day that you eat from it you will surely die† (Genesis 2:17). The Hebrew text literally says, â€Å"dying, you will die† (tWmT tAm), thoughRead MoreViews of Scriptural and Historical Evidence1324 Words   |  5 Pagesa purely literal form. Smith says in his book What the Bible says about the Future, â€Å"Of the two major interpretive systems, only dispensationalism subscribes to a consistently normal/literal interpretation of Scripture. In other words, dispensationalism represents a truly exegetical method of interpretation† (52). Abandonment of literal interpretative methods can lead to apostasy when studying the scriptures. Dispensational Premillennialists understand that only the literal method interprets scriptureRead MorePreaching Christ From The Old Testament1137 Words   |  5 PagesChrist, this way of preaching provides a safeguard for ensuring that particular interpretations are harmonious with the wider narrative of Scripture. The way of promise-fulfillment looks at promises made in the Old Testament and their subsequent fulfillment in Christ. Additionally, promises are viewed with an understanding of progressive fulfillment. This allows one to focus on the promise itself, the various fulfillments that have occurred or are expected to occur, and the culmination of the promiseRead MoreThe Dreams By Sigmund Freud989 Words   |  4 Pagesstill, even today, difficult to understand. One leading contributor to the comprehension of our dreams was Sigmund Freud. He believed there were four aspects to the interpretation of dreams and they are manifest content, latent-dream thoughts, wish-fulfillment, and dream work. The manifest content can be defined as the pre-interpretation of the dream. It’s what you actually see in the dream. The latent-dream thought is what’s disguised in the manifest content. It is the symbols found in the dreamRead MoreFreudian Interpretations Of Dreams By Sigmund Fre ud1663 Words   |  7 PagesFor this paper, I will provide a style of Freudian interpretations of Kafka’s â€Å"A Dream† tale. Which the famous philosopher, Freud, would interpret symbols for different reasonings behind a dream. In the book, Interpretation of Dreams by Sigmund Freud, he provides an in depth explanation on his beliefs behind the meaning of each occurring dream that we experience. Freud has tons of concepts that he claims for the reasonings behind each dream that have. Whether if we experience a nightmare or justRead MoreThe Mediating Roles Of Psychological Contract Fulfillment1228 Words   |  5 Pagesrelated to the mediating roles of psychological contract fulfillment, need for change and trust. Trust being the only one included in three of the hypotheses. For hypothesis 1 the authors hypothesized that psychological contract fulfillment moderates the relationship of attitude toward change and change information, therefore change information is posit ively correlated to psychological contract fulfillment. Furthermore psychological contract fulfillment would be positively correlated to behavioral, affectiveRead MoreFreuds Theory of Dreaming and Repression Essay1035 Words   |  5 Pagesinformation is gathered, it is believed that the wish as fulfilled is shown only in a state of repression during sleep. It is universally known that dreams are full of meanings and emotions. In Freud’s theory, all dreams are wish fulfillments or at least attempts at wish fulfillment. The dreams are usually presented in an unrecognizable form because the wishes are repressed. Freud proposes there are two levels in the structure of dreams, the manifest contents and the latent dream-thoughts. The manifest

Result of learning behavior test Free Essays

This class has taught me a lot about myself as a learner and what works best for me when it comes to how I study. EXP 105 has given me the ability to know how I learn and what my strengths are in my learning process. It has shown me that not everyone learns the same way by just reading and responding. We will write a custom essay sample on Result of learning behavior test or any similar topic only for you Order Now That everyone is learning behavior is as unique as one’s fingerprint. My learning behavior is Sequence – 27, Precision – 26, Technical Reasoning 26 Confluence -23, and I am ranked as a Dynamic Learner. My strengths are in my organization skills as well as my ability to be able to plan. In everything I do I lead by planning things out as well as being very organized with list and time schedules. These techniques work very well for me and the more I have learned about them the better I have become in strengthening my learning behavior. I have learned that my LCI not only tells me how I learn but also how I do my discussions and my assignments. I FIT all of my learning behaviors in to everything I do in studying, learning, writing, note taking, and even in tests. I follow a format every time and have become more aware of this the further along I have come in this class and in the assignments. It is almost as if I follow the same exact pattern every time I begin to read or write. I am continuously learning more and more about myself as an intentional learner and will continue to do so thru out my collage experience. In all my assignments, I always begin with making an outline of what I want to cover in my discussions. I make a list of all points that I want to cover and bring up in my papers. I also like to take extensive notes when I read each chapter so that I can always look back and refresh my memory on what I have read. It also makes for an excellent study guide. By learning how I learn it has made it easier to understand the best way for me to write my papers or study in general. As I just get started in my online education, this class has helped me in how I approach each assignment. I started this journey because I am a single mother of two and want to better our lives. Going to school online gives me the ability to do my class work and studies around my children’s schedules. It enables me to be there to take care of my children, be there for their school and for them in general. It was very important to me that I wanted to go back to school and better myself and my family, but I did not want my children to be neglected or feel pushed aside, and also for me to be able to study and work at my pace. Ashford University has allowed me to do all of this. The faculty has been so wonderful and beyond helpful that I have not felt alone or lost during this new start in my life. I am grateful for this new chapter in my life and all the help from advisors and teachers that I have received and am looking forward to continuing my education with this university. How to cite Result of learning behavior test, Essays

Commercial Law free essay sample

First of all, the contract stipulates that ‘’Haks shall supply Yuippe with vintage Silex wines (2000) for a period of 12 months with the option of a further six months at the discretion of Yuippe. Under the term of the contract Haks is to deliver 4 instalments over twelve months with payment to be made 30 days after delivery . However, Yuippe breached express terms of the contract by not paying the first instalment because the contract stipulates that payment to make after 30 days of the delivery. In a commercial contract, the time of delivery is normally of the essence. If, the date is stipulated and if the buyer fails to give the payment that is a breach of condition. Therefore, the seller is entitled to repudiate the contract and sue for payment. In Hartley v Haymans [ 1902] 3 K. B. 475 the court was held that the time of delivery is a prima facie of the essence in commercial law. In Charles Rickards Ltd v Oenheim [ 1950] 1 K. B. 616 it was held that the notice had again made the time of essence. Section 61 of the SGA defines the delivery. In addition to, Yuippe requested Haks to make second delivery and would pay both instalments within 30 days of the second delivery to which Haks agreed. Yet, Yuippe did not settle the invoice with stipulates of 30 days but convinced Haks to make third delivery and Haks agreed to do that as well. A condition is an important or central term of the contract. In Bunge Corporation v Tradax SA [ 1981] 2 All ER 513 the commercial significance of punctual compliance with stipulation time must be taken into an account, so that at common law where the late payment is not repudiatory. Therefore, punctual payment is an essence of a condition. As discussing from this case, if punctual payment is a condition of a contract, then Yuippe breached the contract in first and second delivery. In any contract, each consignment was to be paid separately, and if the parties agree that then the court will take the contract as severable. In Jackson v Rotax Motor and cycle Co [ 1990] 2 K. B. 937 it was held that the buyer was entitled to accept the later delivery. In relation to severable contract, whether it is breach of condition in relation to one or more instalments entitles the innocent party to regard the whole contract as required or whether it confined to the instalments is a severable breach. In Withers V Reynolds (1831) 2 B amp; Ad 882, Court of King’s Bench the court was held that this was a repudiation which justified Reynolds in refusing further deliveries. In Maple Flock Co V Universal Furniture products (Wembley) [1934] 1 K. B. 148 the court held that whether the breach was a repudiatory depended on the two factors. First, the breach of the ratio bore quantitatively of the contract and the breach repeated in later instalments. In Smyth ( Ross) v Bailey [1940] 3 All E. R. 60 it was held that a sufficiently serious breach to be a repudiation of the whole contract. This situation is depending upon in circumstances. In the situation of Haks, under the terms of contract Haks is to deliver 4 instalments over 12 months with payment to be made 30 days after delivery. Moreover, it was a severable contract and Yuippe breached the contract at the time of first and second delivery. Haks can bring action against Yuippe for the breach claim for damage of ? 1. 5 million. S 49 of the SGA allows the seller to maintain an action for the price. First, as the term of the contract if the buyer has wrongfully refused or neglected to pay. Secondly, if the property has passed to the buyer or in a certain day the price is payable of irrespective delivery. The buyer’s failure to pay or refusal must have been wrongful. An action can be maintained if a particular date has been stipulated for payment after that date irrespective of whether the property has passed to the buyer. In Workman Clark v Lloyd Brazileno [ 1908]1 K. B. 968 it was held that at the relevant stages the seller could sue for instalments then due. Yuippe requested Haks should make the second delivery and would pay for the two instalments within 30 days of the second delivery. Advised to Haks could sue Yuippe for non payment Yuippe. Haks can bring action against for the breach and claim for damage of ? 1. 5 million. Moreover, Haks should also advised to bring an action against Yuippe for the breach and claim damage of ? 500,000. Section 38 of the SGA, defines as an unpaid seller. There are three options for unpaid seller such as lien, stoppage in transit and resale. Section 41 ,of the SGA 1979, deals with lien in relation to delivery by instalment. If the delivery is made by instalments, the extent of the unpaid seller’s lien, depend upon whether the contract is severable. If the seller in possession of the goods, the unpaid seller’s right of lien is his right to retain possession of the goods until the price is paid or tendered under s 41 (1) of the SGA 1979. Lien relates only to the price. In a severable contract goods are delivered by instalments which are to be paid separately. However, if the buyer’s failure to pay a repudiatory, breach of contract, not by virtue of lien, the seller can refuse the further deliveries. Upon dispatch of third delivery, but before delivery was made, Haks found out that Yuippe had serious financial problem and the business’’ could go under’’. The seller has right to stop of transit; stop the delivery from reaching the buyer. By the virtue of ownership, if the property is still to the seller then he will stop the goods. If, the buyer become insolvent then the seller has right of stoppage under s 39 (1) (b) and in s 44. Here, it can be seen fair and just mechanism for preventing goods which will not paid for being applied for paid to the debts of an insolvent buyer. The unpaid seller’s lien, the exercise of the seller of right of stoppage does not of itself withdraw of the contract of sale. It helps the seller to retake of possession of goods; the price is paid or tender until retaining them. In four circumstances, the seller can stop the delivery. S 44, of the SGA, provides that the seller can resume possession of the goods and retain them until the payment or tender to him. First of all, the seller must be an unpaid seller within the meaning of the act; the buyer must be insolvent, the goods must be in the course of transit, and the effect of sub-selling by the buyer on the seller’s right of stoppage. S 61 (4) of the SGA, is provides a definition of insolvency. Yuippe had serious financial problem and ‘business could go under. Where there is a merely rumours that buyer is insolvent or is in financial problem since it is far from clear whether this will be adequate for the exercise of stoppage. Therefore, Yuippe’s ‘business go under’ may give Haks the right to exercise of the stoppage. If Hanks wishes to stop the delivery, then he may h ave to find an alternative way. It is advised to Haks that he can bring an action against Yuippe for breach and claim for damage of ? 1. 5 million. Furthermore, Haks should bring action against Yuippe for the breach and claim damage of ? 500,000. Section 45, of the SGA 1979, deals with in the course of transit. Section 46, of the SGA deals with how of transit may be effect, whether the seller gives notice to the carrier or takes actual possession of goods The right of the stoppage, in transit to arise if the carrier is an independent contract such as independent shipping line or British Rail who has Possession, of the goods on his own behalf as carrier. If the carrier is the buyer agent, then transit never begins since the buyer has already possession of goods. While the goods are in the possession of an independent carrier, the goods remain in transit does not necessarily mean movement. In Tigress ( 1863) 32 LJM amp; A 97, Court of Admiralty it was held that the seller was acting within his right. Moreover, after exercising the stoppage right, under a duty, the unpaid seller to give to the carrier an instructions as to either the return or disposal of the goods. In Booth SS Co Ltd v Cargo Fleet Iron Co Ltd [ 1961] 2 K. B. 570 the court of appeal held that the carrier to be entitled to damages representing the amount of the freight. S 32 (1) this provision states that delivery to the carrier is prima facie deemed to be delivery to the buyer. Therefore, Haks is advised to stop the third delivery until got the payment. Because, Yuppie, requested Haks to make the second delivey and would pay for the two instalments within 30 days, of the second delivery. Yuppie did not settle the invoice within the stipulated of 30 days, after the second delivery. Therefore, Haks should request the carrier to stoppage the transit because he was an unpaid seller. In order to reduce the losses, Haks may stop the final delivery and think to resale the goods. Section 48 (2) of the SGA 1979 empowers the seller the right to resale. This subsection gives the unpaid seller to resell the goods after the exercise of unpaid seller’s right of lien or the stoppage. S 48 (2) of the SGA this statutory power only after arises if the unpaid seller exercised the right of lien or the right of the stoppage in transit. Seller can only resell the goods allowed by section 48 (3) and (4) of the SGA. In R v Ward Ltd v Bignall 2 All ER 449 contrasted the effect of Section 48 (2) and s 48 (3) which gives the seller to right to resell the goods. Of course, the seller will be concerned as to whether he can sell the goods against the first buyer, whether as well as he has a power to pass the title. The seller has right to resell as of right of initial contractual stages, if his obligation has not yet crystallized to deliver into an obligation to deliver any specific goods. Secondly, if the buyer repudiates the contract then the seller can resell the goods or accept that repudiation if he wishes, whether or not property has passed to the buyer. If, the seller does not accept the repudiation, he cannot resell the goods as of right unless this right is conferred by section 48 (3) and (4). Section 48 (3) and (4) deals with two situations, where the goods are perishable and where the goods are not erishable. The subsection modifies the effect of time of payment in s 10 of the SGA. In sale of perishables the seller is allowed to treat the contract as repudiated and to resell where unreasonably the buyer has delayed in paying for the goods. With non- perishables, notice to the buyer to make time of the essence is required, so only is given such notice and unreasonably the buyer has de layed then the seller has right to resell. In these circumstances, the buyer will be liable anyway in damages for the delay in payment. Under Section 48 (4), on the default of the buyer the seller has the right of resell, if expressly if he has reserved such a right in original contract. When, section 48 (3) and 48 (4) are compared, whereas section 48 (4) expressly provides in that a resale under that sub-section will rescind the contract, in section 48 (3) there is no parallel express provision. Whether a resale under section 48 (3) of perishables, non- perishables after notice it is not clear, will rescind the original contract of sale or not. The problem was first considered in this Gallagher v Shilcock [ 1949] 2 K. B. 765 case. The buyer failed to pay and the seller resold it. Under section 48 (3) where the seller resells the goods even part of the contract then the original contract of sale must be rescinded since the seller is incapable of performing that contract now. The court of Appeal explained the difference in wording of the two sub-sections on the ground that if the buyer failed to the payment is not a breach of justifying repudiation. However, if the seller has given notice to the buyer to pay up, time of the payment is made of the essence and thereafter failure to pay amounts to a repudiation which the seller accepts it by reselling the goods. In the light of the above discussion, it can be said that Yuppie failed to make the payment under the contract which would cause Haks to suffer a loss of ? 1. 5 million as a direct result of Yuppie’s breach. Haks will suffer a further ? 500, 000 losses if they do not pay the French winemaker and the grapes grower in the next two months. Therefore, Yuppie may be liable for ? 1. 5 million as a result of Yuppie’s breach. Haks is advised to take action for the breach by Yuppie and sue Yuppie for the damage of 1. 5 million. As Hans will further loss of ? 500, 000, therefore, in addition to suing Yuppie for the ? 00,000 as well. Haks is advised to stop the final delivery under the principle of the right of Lien, and they should resell the goods in order to reduce their loss

Techniques Alan Bennett uses in a Lady of Letters Essay Example For Students

Techniques Alan Bennett uses in a Lady of Letters Essay This new environment is completely different from her home life. Miss Ruddock seems content. For the first time throughout the monologue she admits Im so happy. She has plenty to do and has made many new friends, something she never had before. The women she has befriended laugh at her and when they comment on her not minding being in prison she replies prison! This is the first taste of freedom Ive had in years. Miss Ruddock spends her time learning new skills like bookbinding and dressmaking and has completed a secretarial course. We will write a custom essay on Techniques Alan Bennett uses in a Lady of Letters specifically for you for only $16.38 $13.9/page Order now She still enjoys writing letters but cant find time to keep her diary up to date and says Im three days behind Im that busy. She has a much more positive outlook on life and the future and believes that prison is geared up to new horizons and also mentions that she would like a little job in an office somewhere using the new skills she has learnt. Miss Ruddock shares a room with a woman called Bridget and feels needed. She enjoys looking after people as she sits and holds Bridgets hand when she has nightmares. As well as learning new practical skills, Bridget teaches her about life. Bridget tells her about men and takes her through the procedures of sex, something she knew nothing about and she sees the whole philosophy of the place is acquiring skills and that its nice have another string to your bow. Miss Ruddock has become much more accepting towards others and is mixing with younger people. She is living with women who have committed crimes and she doesnt judge them she accepts them for who they are. Miss Ruddock comments that Bridget did away with her kiddy, accidentally, when she was drunk and upset, and this doesnt seem to bother her at all. Alan Bennett uses a variety of techniques in the monologue, including irony. Miss Ruddock is very judgemental. She mentions that prison, is just a holiday camp and then we find Miss Ruddock there herself. Her home life appeared more like prison as she sat in her room and spent much of the day looking through the window. Prison gives Miss Ruddock a new lease of life. She makes friends and is no longer letter writing anymore which was the main focus of her life after the death of her mother. She even lets people call her Irene, something she wouldnt let anyone do before after the death of her mother. In the past, Miss Ruddock was always concerned about the welfare of children and people doing things to them. In prison the type of people she has criticised previously, she befriends, women like Bridget who had been a prostitute and even killed her child. She didnt like people smoking and then she smokes herself in prison. Another technique used is tragedy. It is sad that Miss Ruddock has lost her mother and is alone, and that a woman of her age ends up in prison. Other tragic incidents include the death of a child. There is also the use of humour in the monologue. Miss Ruddock finds a hair in the sausage shes bought, sticking it under a bit of sellotape, she sends it to the manufacturer with a letter of complaint. Miss Ruddock has never sworn and when she does and gets in wrong the women in prison scream with laughter. I enjoyed both listening to, and reading the monologue by Alan Bennett. The techniques Bennett uses keeps the reader interested throughout the monologue as we see Miss Ruddocks character changing.

Explaining Public Relations Degrees

Explaining Public Relations Degrees Students in a public relations degree program learn what it takes to create and manage a strategic communication campaign for different types of companies and government agencies. They study the different methods that can be used to garner positive media attention and learn what it takes to shape public perception. Many people confuse public relations with marketing or advertising, but they are different things. Public relations is considered earned media, whereas marketing or advertising is something that you need to pay for. Students in a public relations program focus on persuasive communication. They learn how to write press releases and letters and master the art of public speaking so that they can host press conferences and speak at public meetings.   Types of Public Relations Degrees There are three basic types of public relations degrees that can be earned from a college, university, or business school: Bachelor Degree in Public Relations: Takes approximately four years to complete.Masters Degree in Public Relations: Takes approximately two years to complete.Doctorate Degree in Public Relations:  Usually takes three to five years to complete, though program length can vary. An associate degree may be enough for individuals who are looking for entry-level employment in the public relations field. However, a bachelors degree is usually the minimum requirement for anyone who wants to work as a public relations specialist or public relations manager. A masters degree or MBA with a specialization in public relations could increase an individuals chances of getting more advanced positions. Public relations specialists who are interested in teaching at the college or university level should consider a doctorate degree in ​public relations. Where Can I Earn a Public Relations Degree? There are a number of campus-based programs that award public relations degrees at the undergraduate and graduate level. You can also find online programs that are similar in quality. If you are intent on attending a campus-based program but cannot find one in your area that focuses on public relations, you should look for a good advertising or marketing degree program. These programs will allow you to study many of the same things you would in a public relations degree program, including advertising campaigns, marketing strategies, promotions, public speaking, communication, and public affairs. Other degree program options for aspiring public relations professionals include degree programs in communication, journalism, English, or general business. What Can I Do With a Public Relations Degree? Many people who earn a public relations degree go on to work for advertising, marketing, or public relations firms. Some also choose to work as independent consultants or open their own public relations firms. Common job titles for public relations professionals include: Promotions Assistant: Sometimes known as an advertising assistant, a promotions assistant may work in the public relations, advertising, marketing, or sales department of a company. These entry-level public relations professionals typically focus on promotional campaigns and may handle clerical duties, telephone operations, client communication, and other office-related responsibilities.Public Relations Specialist: Also known as communication specialists or media specialists, public relations specialists work directly with the media. They may be responsible for helping clients communicate with the public. They may answer media questions or contact media outlets to market information or share news. Writing press releases is also a typical job duty. U.S. News recently ranked public relations specialist as one of the best jobs of the year.Public Relations Manager:  Public relations managers or directors are similar to public relations specialists. However, they often have more respons ibilities. In a large company, they may supervise one or more public relations specialists. Public relations managers may also be responsible for writing speeches, designing campaigns, or creating, maintaining, and managing a companys image. Learning More About Public Relations The  Public Relations Society of America  (PRSA) is the world’s largest organization of public relations professionals. Members include everyone from aspiring PR professionals and recent college graduates to seasoned communications professionals. The organization is a great resource for anyone who is considering a public relations degree. When you join the Public Relations Society of America, you get access to education, networking, certification, and career resources. Networking with other people in the organization will give you a chance to learn more about the field so that you can determine whether or not a public relations degree is right for you.

Rewards Strategy Assignment Example | Topics and Well Written Essays - 2500 words

Rewards Strategy - Assignment Example No matter how well the awareness campaign is planned, the role of line managers is most important in making the total rewards plan a success, hence it is important to take each line manager in confidence and explain the overall increased benefits to them along with the reasons for change. 9 Discouraging the Entitlement Mentality 10 Rewards Arrangement and Flexibility between divisions 11 Responsibility and readiness of Line Managers 11 Sequence or Timeline for implementation of a total rewards Strategy 12 Change Management 12 Total Reward Framework 13 References 15 Meyers, J. 2010, ‘How Does a Contingent Payment Work?’, Viewed 29 November 2012 15 Introduction The London Provincial Bank is undergoing the same phase of growth that every organization witnesses after it balances both the internal efficiencies and performance in the market. The concern now for the Bank is to retain, reward and develop their staff resulting in a competitive advantage in the banking industry. T o achieve this it is important for the bank to attain a consistency in the workforce performance with better retention techniques applied to prevailing workforce while attracting the best talent from the market. The Total Reward approach draws together all the financial and non-financial investments an employer makes for its workforce. It emphasizes all aspects of reward as an integrated and coherent whole, from pay and benefits through flexible working hours, learning and development, quality and challenge of the work itself (Manas & Graham, 2002). Total reward strategy includes everything the employee perceives to be of...To achieve this it is important for the bank to attain a consistency in the workforce performance with better retention techniques applied to prevailing workforce while attracting the best talent from the market. The Total Reward approach draws together all the financial and non-financial investments an employer makes for its workforce. It emphasizes all aspects of reward as an integrated and coherent whole, from pay and benefits through flexible working hours, learning and development, quality and challenge of the work itself (Manas & Graham, 2002). Total reward strategy includes everything the employee perceives to be of value resulting from the employment relationship. All of the tools available to the employer that may be used to attract, motivate and retain employees (Armstrong, 2010). The selected approach adopted for compilation of a total rewards policy is the Towers Perrin model of Total rewards, which explains the reward distribution in to communal and individual rewards with tangible and intangible nature, hence: Pay + Benefits + Learning and Development + Working Environment = Total Rewards Objectives †¢ Improved organizational performance – helping organizations balance their investment with employee expectations and needs, to source and retain high quality staff, winning their commitment by optimizing motivation and morale, and thereby securing better value for money and greater productivity (Armstrong, 2010).

Surf Culture Research Paper Example | Topics and Well Written Essays - 1000 words

Surf Culture - Research Paper Example Although surfing as we perceive it today became popular in the 1950s and 1960s, the sport is much older. Surfing was both a pastime as well as a training module and exercise regimen in the ancient Hawaiian culture, where priests would engage in ritual dances and chants to please the sea so as to provide good waves for surfing. Surfing for the ancient Hawaiians was also a means of resolving conflicts and they took great pride in testing their skills in fierce contests. As it became popular in California and Australia, in the early twentieth century, the invention of new varieties of lighter, better-designed surfboards with improved maneuverability made the sport more accessible to greater numbers of people. What revolutionized the sport perhaps more than any other invention was that of the wetsuit that allowed surfers to experiment with new and daring surfing maneuvers and enjoy the sport in all weathers. Today the subculture of surfing has become a way of life in many parts of the wo rld especially Hawaii, California, Florida and Australia. Surfing has numerous characteristics that tend to contribute to group cohesiveness. The beach which is the natural meeting ground of surfers is a place that all can share. Since surfers meet at particular places where the waves are rideable, their interactions help form connections on the basis of the shared interest, and the excitement and intensity of the sport adds a special bond of belonging to the group.

Selling Our Future - Sense of Place Essay Example | Topics and Well Written Essays - 500 words

Selling Our Future - Sense of Place - Essay Example This is mostly so especially in the developing countries like Kenya where land is scarce and the population is constantly growing (Brown, 2009). Economically the figures show that the economy of such a country is growing through the measure of GDP. However, if the trend in population growth being experienced continues then this would be like we are poaching from the future. This is because as it is currently, the resources are already at a strain as illustrated by Brown (2009) and in future then this GDP growth will start to decline. This greatly relate with me as an accounting student in that it helps understand how ecological factors affect the growth of economy. The Kenyan experience is an interesting one because surprisingly, in the past Kenyans have enjoyed good rich soils and rainfall patterns. This has however changed due high population that in turn has cleared a huge part of land that was previously forest cover for settlements. This has led to changes in rainfall pattern and drought occurrences are very common and thus hurting the country even more economically. This thus greatly relates to what Brown (2009) says that trees are very valuable in terms of rainfall and the environment in general. Land is viewed as a property that is mainly for economic gain and ethically there are no rules that guide the owners of the land on how to use it (Leopold, 1948). The conservation ethics should be steered to each and every person if the trend is to change for the better. The animals are also part of this population because as the human population increase, so is the animal population and this occupancy has led to less and less space available. This has caused the continuous the depletion of the lands and in the long run the economy. Like Brown (2009) expresses that the world’s economy behaves like a ponzi economy in that at a glance the economy may improve. This may be due to certain activities like excessive fishing where the lives of the

Power Abuse in Government

Power Abuse in Government Question: You have been introduced to several definitions of power. How do these definitions help you to understand power as you see it exercised in the world around you? Please give examples to illustrate your answer. At the creation of time, as per the book of Genesis in the Holy Bible, a command was given to Adam and Eve to not eat of the Tree of Knowledge. As they both did so, they became acutely aware of â€Å"right† and â€Å"wrong† and were subjected to the punishment of their Almighty, Powerful God; and so began the understanding of power. How power is used often reflects the values and beliefs of the user. As a noun, the word â€Å"Power† has numerous meanings. The Oxford Dictionary (2013) defines power as the capacity to direct or influence the behaviour of others or the course of events. Hobbes (in Nagel, 1998) identifies power as a person’s means to obtain some future good and Heywood (2007: 456) posits that power is â€Å"the ability to influence the behaviour of others, typically through the power to reward or punish†. This essay is an attempt to enlighten the reader of the concept of power and will explore this rationale further with specific concen tration on the teachings of Heywood and of Kenneth Boulding in conjunction with his book The Faces of Power, where he reveals his premise that there are three categories of power: threat power, economic power, and integrative power. At some point in time, every person wishes to possess power in some degree. Whether that is power over a brother or sister, the ability to influence friends or work colleagues, or, perhaps, running for political office. Because power is, at its core, the ability to obtain a described outcome, at some level the objective, according to Russell (1938), of all members of an organization is to obtain power. In his book Politics, Heywood (2007:11) comments that â€Å"Power can be said to be exercised whenever A gets B to do something that B would not otherwise have done. However, A can influence B in various ways†. It is these ways or â€Å"faces of power† that Heywood (2007) describes the first face of power as that of decision making and how actions, in some shape or form, influence decisions. Decision making is an ongoing process that occurs on a daily basis. On a small scale, a local shop owner is constantly making decisions that will have a direct impact on the success o r demise of his/her business. On a much larger scale, is the decisions making of a government. It is here that the teachings of Boulding (1989) have the most influence when he claims that power has three categories or faces. The first face is the power of threat—the stick—the power to destroy. Boulding goes on to state that the existence, and especially the possession, of the means of destruction, such as weapons, enhances the probability that they will be used and a very good example of the power of threat is to look at a situation in 2010 by Mexican drug cartel members on the families living in El Porvenir, Mexico. The cartels, according to an article written by Gibson and published on Examiner.com in 2010, threatened to kill every child in the border town unless the parents paid a fee for their protection or left the town. As a result of this threat, the families either paid the fee or, as a majority indeed did, fled for a neighbouring town. Another of Boulding’s faces of power that conforms to Heywood’s theory is Economic Power—the carrot—the power to produce and exchange. Globalisation has made trade with foreign nations a much easier opportunity compared to previous decades. However, tensions can, and do, run high in businesses and governments. An illustration of economic power could be that of China. It could be said that China has an economic power over a large portion of the World in that a majority of consumer products are produced in China. If international relations between China and the U.S.A. were to take a turn for the worse and in turn China were to place an embargo on exports to the United States, one of China’s largest importers, this could have a crippling effect on the U.S. economy. Boulding’s (1989) third face of power is that of integrative power—the hug—the power to build relationships. He explains that integrative power is when B does an act for A out of love or respect or want and not because A has the power of making B do said act. A very good case to demonstrate integrative power is that of a volunteer wishing to enlist in military service. Although there are countries where conscription is still in place, the majority of States rely on men and women volunteering to serve their country. It is improbably, but still possible, that an individual decides to dedicate X amount of years being browbeaten or vituperated to learn a trade or to achieve professional qualifications. Indeed, this could be obtained by attending university or a local trade school with much less difficulty. The individual enlists his or her service out of love or from a sense of duty to their nation. Yet another concept of power that is introduced by Heywood (2009) in his thesis is the power of agenda setting. The media seems to be one of the major players when agenda setting is the issue. Fox news in the United States is commonly referred to as a right-wing media outlet. As Ackerman (2001) explains, â€Å"When it comes to Fox News Channel, conservatives dont feel the need to work the ref. The ref is already on their side.† Alternatively, MSNBC is typically described as left-wing opinionated. An illustration of the type of coverage that is reported is the topic of Obamacare in the U.S.A. When Fox News covers the topic, the primary information that is passed along to its viewers is how much Obamacare will cost the U.S. citizens via way of taxation and that the Democratic President is trying to force unconstitutional laws on the American public. On the opposite side of the spectrum, when MSNBC reports on the subject, the argument is how the healthcare bill will benefit the p oor and the individuals that presently cannot afford primary care. This, undoubtedly, swings in the favour of President Obama. The final argument that Heywood posits is the power of thought control which he describes as influencing others in what they think, want, or need. To demonstrate this, attention is turned to television; children’s television to be more specific. Children’s television channels are consistently bombarded with commercials for the latest toys and any parent dealing with a child pleading for them to buy that latest toy knows perfectly well how influential those commercials can be. When watching these commercials, the parent is typically harassed with comments such as â€Å"Dad, I want that!† or â€Å"Mom, I NEED that!† when in reality, the product being advertised could simply be the identical doll or toy truck that the child currently owns but in a different coloured dress or paint style. As declared by Barnes (1988:1), â€Å"Power is one of those things, like gravity and electricity, which makes its existence apparent to us through its effects, and hence it has always been found much easier to describe its consequences than to identify its nature and its basis†. It has been put forth in this essay that power, as described by Heywood and Boulding, has numerous faces and the development when these powers are enacted has positive and negative consequences. It is assumed by many that governments use and abuse their power on a continual basis. However, as it can be seen from this work, governments are not the only actor to use and occasionally abuse their power. BIBLIOGRAPHY Ackerman, S. (2001) ‘The Most Biased Name in News’, FAIR [online], 01 July, available at: http://fair.org/extra-online-articles/the-most-biased-name-in-news/ [accessed 12 January 2013]. Barnes, B. (1988) The Nature of Power, Cambridge: Policy Press. Boulding, K. (1989) Three Faces of Power, London: Sage Publications. Gibson, D. (2010) â€Å"Drug cartel threatens to kill every child in Mexican border town† Examiner [online], available at: http://www.examiner.com/article/drug-cartel-threatens-to-kill-every-child-mexican-border-town [accessed 10 January 2014]. Heywood, Andrew (2007). Politics, 3rd ed., Hampshire: Palgrave Macmillan. Nagel, J. (1975) The Descriptive Analysis of Power, London: Yale University Press. Russell, B. (1938) Power: A new social analysis, New York: Norton.

High Fidelity and Music Essay -- High Fidelity Music Musical essays

High Fidelity and Music In High Fidelity, Rob, the protagonist and narrator, says â€Å"I find myself worrying away at that stuff about pop music again, whether I like it because I’m unhappy, or whether I’m unhappy because I like it† (168). It is obvious to the reader that Rob has a very strong relationship to pop music but also that this relationship is not as simple as the either-or dichotomy he describes it as. At first, it is an obsession that is almost pathological; by the end, it is an aid to his relationships and his idea of who he is. Rob’s relationship to music helps us understand Rob as a character through the different ways he uses it to interact in his environment – either as a crutch inhibiting his growth or as a way to aid his self-development. At the beginning of the novel, music serves as the former. Rob does not know himself. He relies on his relationships with women to define who he is, which basically comes down to if they are willing to sleep with him, he is happy, and if they are not, he wants to know why. In this stage of his life, Rob’s relationship to music is one of dependence; it is more or less a substitution for a healthy sense of self. One manifestation of this problem is how Rob uses music to take the place of social interaction. For example, instead of expressing interest in a woman through conversation, Rob would make her a mix-tape to show her he likes her. This is what he does with Laura and again with Caroline, the woman who interviews him. When Laura catches him making the tape for this woman, Rob tries to make up an excuse but knows she doesn’t believe it; â€Å"she of all people knows what compilation tapes represent† (313). Also, the songs he puts on the tapes are the songs he likes. He obv... .... This is how we know he is starting to get an idea of who he is and that he realizes that this is different from who Laura is. Rob says, â€Å"It seems to me that if you place music (and books, probably, and films, and plays, and anything that makes you feel) at the center of your being, then you can’t afford to sort out your love life, start to think of it as the finished product. You’ve got to pick at it, keep it alive and in turmoil, you’ve got to pick at it and unravel it until it all comes apart and you’re compelled to start all over again† (169). When music was at Rob’s center, when he was using it to define himself, it was a destructive force. The definition was an illusion, and this strained his relationships. But when he realized he was the one who needed to define himself, music became a symbol of understanding of himself and of his relationship with Laura. High Fidelity and Music Essay -- High Fidelity Music Musical essays High Fidelity and Music In High Fidelity, Rob, the protagonist and narrator, says â€Å"I find myself worrying away at that stuff about pop music again, whether I like it because I’m unhappy, or whether I’m unhappy because I like it† (168). It is obvious to the reader that Rob has a very strong relationship to pop music but also that this relationship is not as simple as the either-or dichotomy he describes it as. At first, it is an obsession that is almost pathological; by the end, it is an aid to his relationships and his idea of who he is. Rob’s relationship to music helps us understand Rob as a character through the different ways he uses it to interact in his environment – either as a crutch inhibiting his growth or as a way to aid his self-development. At the beginning of the novel, music serves as the former. Rob does not know himself. He relies on his relationships with women to define who he is, which basically comes down to if they are willing to sleep with him, he is happy, and if they are not, he wants to know why. In this stage of his life, Rob’s relationship to music is one of dependence; it is more or less a substitution for a healthy sense of self. One manifestation of this problem is how Rob uses music to take the place of social interaction. For example, instead of expressing interest in a woman through conversation, Rob would make her a mix-tape to show her he likes her. This is what he does with Laura and again with Caroline, the woman who interviews him. When Laura catches him making the tape for this woman, Rob tries to make up an excuse but knows she doesn’t believe it; â€Å"she of all people knows what compilation tapes represent† (313). Also, the songs he puts on the tapes are the songs he likes. He obv... .... This is how we know he is starting to get an idea of who he is and that he realizes that this is different from who Laura is. Rob says, â€Å"It seems to me that if you place music (and books, probably, and films, and plays, and anything that makes you feel) at the center of your being, then you can’t afford to sort out your love life, start to think of it as the finished product. You’ve got to pick at it, keep it alive and in turmoil, you’ve got to pick at it and unravel it until it all comes apart and you’re compelled to start all over again† (169). When music was at Rob’s center, when he was using it to define himself, it was a destructive force. The definition was an illusion, and this strained his relationships. But when he realized he was the one who needed to define himself, music became a symbol of understanding of himself and of his relationship with Laura.

Emancipation Proclamation in 1863

To what extent were African-American slaves â€Å"free† after the abolition of slavery by the Emancipation Proclamation in 1863? What challenges did they face after their emancipation? This is a subject of continued interest. History is rife with records of decades of untold torture and harrowing experiences. African-American slaves suffered at the hands of their captors and masters. They were denied all natural rights as human beings and forced to live like animals. A slave was viewed as one-third of a person and the property of their owner(s) and treated as objects, mere things.One would therefore assume that after their emancipation, life would become significantly better because the slaves were free to move away from the torturous hands of their masters. Indeed these slaves were truly hopeful to live as free people in their new land of opportunities. Regrettably, many of them faced incredible opposition and discrimination even after emancipation. Being emancipated from sla very did not, for instance, make the former slaves enjoy equal treatment as the white population. Life continued to be unbearable for them. Thus by and large, the emancipation of the African-American slaves did not truly free them nor directly lead to an increased quality of life or standard of living. It was only the beginning of that dream. Investigation Over the course of many centuries the idea of freedom has been tossed back and forth, constantly being modified to fit the standards of those times. This ideology has also steadily progressed through history. As far back as history can tell us, freedom was virtually non-existent. People were under the absolute rule of kings and monarchs. As revolts and rebellions occurred against these monarchs the idea of freedom gradually evolved. Citizens began to recognize that they were equal as human beings and had rights, thus refused to blindly follow their incapable leaders any longer. With this change also came a revolution in the government. Other forms of leading a nation were being considered besides the ever so popular and rominent monarchy, such as a constitutional monarchy in which the people were given significantly greater freedom and involvement in decision making processes, which would eventually become a rough design for our modern day democracy. But in the case of African slaves in the United States, this hierarchy of absolute power and control appeared insurmountable. Forced to live terrible lives on plantations at the hands of their masters in horrendous conditions, being free someday was all they had to keep them going. This wish was fulfilled in 1863 with the creation of the Emancipation Proclamation by Abraham Lincoln. The slaves were now free to become independent and lead their own lives. But emancipation, as a matter of fact, was only a large stepping stone for the slaves. But for a few ‘privileged’ slaves who served as house servants, the â€Å"sunrise-to-sunset† back-breaking jobs on farms and plantations became their vocation for which many were unaccustomed to. They were punished for any flimsy reason with a variety of objects and instruments including whips, knives, guns and field tools. They were hanged, forced to walk a treadmill, placed in chains and shackles or in various contraptions such as thick and heavy metal collars with protruding spikes that made fieldwork difficult and prevented the slave from sleeping while lying down. Even the most kindly and humane masters used the threat of violence to force these field hands to work from dawn to dusk. Runaways were also heavily punished, mercilessly flogged in the presence of all the slaves assembled from the neighboring plantations, chained with heavy weights round the neck, or chained to another person, sometimes of the opposite sex for an extended period and flogged repeatedly. As if that were not enough, the wounds of the slaves whipped were burst and rubbed with turpentine and red pepper. Enslaved black women were raped by their owners, members of their owner's families, or their owner's friends, and children who resulted from such rapes were slaves as well. Being pregnant did not spare a slave woman the whip or rod. A hole was dug for her to rest her belly while being whipped. They were also at constant risk of losing members of their families if their owners decided to sell them for profit, punishment, or to pay debts. Slavery indeed was dehumanizing in every sense of the word. The Declaration of Emancipation was monumental, and came with the renewed sense of hope that life after their emancipation would become significantly better. Being free, the former slaves envisaged being able to live with a sense of purpose and pride in a land ripe with a cornucopia of opportunities waiting to be capitalized on. Spirits were high and celebration took place as ideas and fantasies of a rich lifestyle with a good standard of living were being formulated. [1] For some ex slaves, their dreams became somewhat of a reality as their fight for survival during slavery helped them develop the wits needed to succeed in their new found world. Unfortunately, there were many tragic disappointments, as nearly all the slaves that were emancipated were forced to return back to their old masters after leaving the plantations, starving and diseased. [2] Many were not able to survive on their own. This came as a result of both internal and external forces – being somewhat trapped by their own helplessness, insecurities, lack of knowledge[3] and still viewed as slaves by the whites. Even though former slaves became free to travel throughout the south daring to leave the plantation to visit or search for loved ones from whom they had become separated was no small feat. Other challenges also included deciding on a name as well as the more elusive task of creating an identity with no sense of one's ancestry, making choices for themselves about where they labored and the type of work they performed, the use of public accommodations, providing for one's daily needs and pursuing an education. When one lives at the hands and mercy of a master who controls every aspect of one’s life, starting fresh in a ‘foreign country’ can prove to be a difficult task. For many of them, the dream was short-lived. In many respects, the slaves were not solely responsible for their burdens or inability to rise to freedom. Simply declaring that the slaves were free did not go far enough to enable them become self-determined. They needed the help and guidance of those in control not only to survive but also to thrive. Without much land, money, materials or no legal title to aid them, they soon became ‘freed’ in name only, rather than as legal citizens who were entitled to the most basic liberties. It was no wonder news about the passing of the Thirteenth Amendment in January 1865, was greeted with euphoria and relief. This new chapter in American history was to fully abolish slavery in the United States, ‘freeing’ four million African Americans. Men and women – black and white, and in the North and South began the work of rebuilding the shattered union and of creating a new social order called Reconstruction that would hold many promises. Many young blacks also joined the army upon encouragement from military generals, lured in by the prospect of earning money and the being accepted by the whites. [4] Furthermore, with the protection of the Fourteenth and Fifteenth Amendments to the Constitution and the Civil Rights Act of 1866, citizenship was to be granted to all people born or naturalized in the United States and guaranteeing that no American (including the freed slaves) would be denied the right to vote on the basis of race. With that, the freed Southern black men began to exercise this right to vote and actively participate in the political process, many being elected to the United States Congress and local offices. Racial lines seemed to begin to diminish as coalitions of white and black Republicans passed bills to establish the first public school systems in most states of the South, although sufficient funding was hard to find. Freedom truly seemed to fill the air. They also met in annual conventions across the nation and issued heart-felt addresses to the people of the United States, to affirm their status as citizens and implore the support of fair-minded white people. In spite of the daunting challenges, former African-American slaves were determined to succeed in their new found freedom; and they did – making significant strides in establishing their own churches, towns and businesses. Their quest for equality, and the opportunity to live in harmony with any other ethnic group in the country[5] prompted their swift rejection of President Lincoln’s 1862 offer to segregate them to the District of Columbia, which they could colonize. Even with the winds of the Thirteenth Amendment on their backs, the ride to freedom was everything but smooth. Opponents of this progress soon rallied against the former slaves' freedom and began to find means for eroding the gains for which many had shed their blood. Some Whites were even skeptical in the first place, stating that the slaves should have – at least – been in some way educated or prepared for freedom, before it was so suddenly thrust upon them so they didn’t become an evil and menace to the welfare of the entire country. White supremacists sought to return blacks to their subordinate status under slavery. They resurrected barriers and enacted new laws to segregate society along racial lines. They limited black access to transportation, schools, restaurants and other public facilities. The groundbreaking advances of Reconstruction were quickly being reversed. Extreme racist Southerners hated them just as much if not more than before they were freed. Forming anti-black groups such as the Klu Klux Klan they continued to harass and persecute them with unimaginable acts of violence. As rioting increased by enraged white people against African Americans – whom they accused of stealing their jobs – millions of these former slaves began living in a constant state of anxiety and fear.. While most blacks were denied their right to keep and bear arms and therefore unable to protect themselves or their families, lynching increasingly became the weapon of white mob terror. A combination of similar acts of oppression such as fraud and intimidation were also employed to reduce black voting and regain control of state legislatures. Laws or provisions passed such as poll taxes, residency requirements and literacy tests made voter registration and elections more complicated which overwhelmingly disadvantaged blacks. Litigation to challenge such provisions at the state and national levels were to no avail as the Supreme Court upheld the states’ decisions. Their treatment and accommodations became inferior to those provided for white Americans, systematizing a number of economic, educational and social disadvantages. Black soldiers for instance, were not given as much pay as their fellow white soldiers, and it was only until they appealed through a letter to Abraham Lincoln that this policy was changed to even the pay scale. [6] Segregation in all public facilities, with a supposedly â€Å"separate but equal† was also mandated. Conclusion The crux of the Emancipation Proclamation – which advocated abolition of slavery – was easier said than done. It simply raised the hopes of many enslaved African Americans about the prospect of freedom only to leave them still despairing. African Americans continued suffer from segregation, lack of education, and political disenfranchisement. Freedom for them appeared to be superficial, if at all existent– only fulfilling their desire to truly make lives for themselves, while ignoring or depriving them of the means to achieve it. They were still unprotected from the brutal attacks suffered at the hands of anti-Negro groups[7] who still despised them, and granted no help in developing a new lifestyle. The lack of equality, legal or human rights made achieving anything remarkably unfair and near impossible. Life was just as it was under the bondage of slavery. Hence for all the good intentions for the abolition of slavery , the Declaration of Emancipation did not truly spell freedom and equality for all African-American slaves, nor did it directly lead to a lasting increased quality of life or standard of living. It was a huge step towards the beginning of a long, painful struggle for freedom – far longer and more difficult than anyone could realize. The ruling government could and should have done more to quell the uprisings the emancipation triggered, and worked towards helping the former slaves establish themselves while integrating them with other groups to live in peace. It was the thirteenth amendment passed after the end of the American Civil War which permanently abolished slavery and also paved the way for further amendments to the constitution that would brought complete freedom for the former slaves.