Malacca Essay

The Tourism Society of England was define the Tourism as that is is a temporary, short-term movement of people to destination outside the places which they work and do their activities during their stay at each destination, it includes movement for all purposes. Tourism is a major income of Malaysia, so every year, the government will organize a strategy for the particular destination, and there have some them of project for the promoting the destination like â€Å"Cuti-Cuti Malaysia†. In Malaysia, the Ministry of Tourism is put a lot of effort to do the developing for all the destinations and the government also allocate a big sum budget to supporting the development of tourism. The attraction of Malaysia’s tourism is the culture and its mystery natural places due to it have a lot of natural rain forest and it is a multiracial society. (Please refer to Appendix A) Malacca is a historical city and it is worth to the tourist for visiting its interesting history and architecture. In Malaysia, Malacca is the only one historical state which listed on UNESCO (United National Educational, Scientific, and Cultural Organization) since 7th July 2008. Malacca is located at southern region of Malay Peninsula; it is the third smallest state in Malaysia, after Perlis and Penang. It is the most mystery history from all states of Malaysia. It is consider convenient to go Kuala Lumpur or Johor Bahru due to iti is located middle between them, it is just taking around one and half hour to reach them. Malacca can be separated into three parts – Central Malacca, Alor Gajah, and Jasin. It has a lot of history attraction, such as Fort A Famosa, Christ Church, Jonker Walk, Stadhuys, Portuges Settlement and so on. It also got a lot of activities can let tourist enjoy it like Dark Tour, River Cruise, and Water Sport at A Famosa and Wondeland Theme Park which is just opening since June 2010. It is very convenient to the tourist it visit the place due to almost the attractions are nearby and in one place, like Jonker Walk, Christ Church and the shopping malls (Dataran Phalawan and Mahkota Parade)are in one area, so it is convenient to the tourists. And it also easy to the tourists. And it also easy to tourists to find the hotels for their stays , because a lot of hotels are developed in Malacca, such as Equatorial, Holiday Inn, Bayview, Emperor Hotel and so on. The most famous thing of Malacca is its Baba Nyonya culture and foods, a lot of tourist come and visit Malacca because of its traditional Baba Nyonya food. It is not only attracting the foreign tourist, and it also attracts the local tourists who are come from different states.

Differences and Similarities between Federal and State Governments

The federal and state governments of the United State have apparent differences and similarities. This nature is based with the principle that there should be an existing central governing supremacy as exemplified by the federal government of U. S. Aside from a national ruling; however, it is still essential that state governments handle and control the concerns and interests most significant for the people of particular state. It is in comparing and contrasting the said structures of governments that American administration proves its purpose and essence to the society and its people.Similar to the federal government, every state government carries on with an established charter that determines the link between the governmental establishments and associations even at the level of state governments. All state institutions comprise a structure of separation of powers within the three branches of government. While President is the primary federal government head, a Governor heads the e xecutive branch of state government.The legislative branch of the federal government is composed of the Senate and House of Representatives whereas state governments have mostly lower houses, based from its bicameral type of legislature. While both government structures appear to be similar as far as the nature of their respective Congress, they differ in the frequency of legislature meetings. In the judicial aspect, federal judges are nominated by the President while election takes place in choosing state courts judges (Williams, 1998).William confirmed that federalism works but then asserted that states work well and even better than federal governments. This is because unlike federalism, states actually have federal structures even though they are not operating on a federal foundation. This simply means that states adhere with and apply the federal principles being performed by the federal government in the structure of state governments which made it more effective to the people of American states (Williams, 1998).

Mothies Comparison Movie Review Example | Topics and Well Written Essays - 750 words

Mothies Comparison - Movie Review Example Pride and Prejudice penned by Jane Austen, based on the contemporary writing has achieved a huge success and is still under awe by various writers. Bridget Jones's Diary is an aptly justified adaptation of it. The most endearing and realistic characters and events have been screened in the movies with similar names. Both the movies have brought forth the similarities along with huge disparities, reinforcing the similarities all the more. It is evidently clear that Helen Fielding is great admirer of Austen's work and the replicated work is also intentional. These had an outstanding response as it seems very close to the common man depicting middle class life-like friendships, gossips, searching "Mr. Right" and false pride. Apart from the two movies there have been seen the up coming of several other movies with similar subjects "Sense and Sensibility", "Mansfield Park" , "The Edge of Reason" are a few among them.Talking of the similarities between the two movies based on the novels Pr ide and Prejudice and Bridget Jones's Diary would take lots of pages with numerous similar characters and construction of discourses as well. Starting with the theme, husband hunting was the foremost theme of the movies which led to various events. "Both are smart, sassy, and thoroughly enjoyable, and features one of the most endearing and believable characters." The heroes of the two bear significant resemblance to each other, being proud of their class. Both think the heroines to be less than beautiful to tempt them and find themselves falling in love with the least suitable women around with the course of events. Bridget also overhears Mark Darcy calling her "verbally incontinent spinster" while Darcy comments that Elizabeth isn't "handsome enough". Bridget on close look resembles to Austin's Elizabeth Bennet too. Both make false impressions about the protagonists in the beginning. The names 'Pemberley' and Darcy are also repeated in both the novels. Bridget works with the press named Pemberley Press while Mr. Darcy owns Pemberley estate and Darcy is the name of the hero in both the novels. The introductory note of Pride and Prejudice - "It is a truth universally acknowledged that a single man in possession of a good fortune must be in want of a wife." - is similar to the dialogue of Bridget as she halts at a mall to see her mother and says, , "It is a truth universally acknowledged that as soon as one part of your life starts looking up, another part falls to pieces." But in Pride and Prejudice it is not the blonde who is favored, but the beautiful brunette, Elizabeth Bennet, who is lovely and certainly a woman worth fighting over. ................ woman worth fighting over." Ranson - Polizzotti, Sadi. Blog Critics. 17 August. 2005. Mr. Darcy changes in Pride and Prejudice while Mark Darcy doesn't. He has a conversation with Elizabeth to solve the misunderstanding while Mark Darcy tells Bridget that he loves her the way she is which promises happy ending for both. The movies also have a striking equity with the roles of Mr. Darcy and Mark Darcy played by the actor, Colin Firth. The production team of the movies were influenced by the actor who himself belongs to the elite class and has projected the role without any scar in it. And the main reasons for repetition of the same discourse in several movies are the timelessness of the theme, real-life characters and importance of good life partner which can never be changed. Towards the end, watching both the movies, I would like to say that one should overcome the false notions of superiority interfering true love. The films are true classics and ageless fables close to every commoner. Changes are made and will be made with time but the essence is too strong to rule the hearts

Investment Decision Selection Hyundai Motors & Brazil Essay

Investment Decision Selection Hyundai Motors & Brazil - Essay Example In contrast, China, one of the fastest emerging economies in the world, tries to save its domestic industries from foreign competition by imposing operational restrictions to foreign businesses. However, today China is removing such operational regulations so as to attract more potential global investors. Balance of payments (BoP) is an accounting record that keeps all trade or monetary transactions between a nation and the rest of the world. Some economists opine that the concept of balance of payments would help to analyze the difference between a country’s total exports and total imports. It is considered that a country has positive balance if it maintains a surplus of exports over imports. According to the Brazil’s Ministry of Development, Industry and Foreign trade, the country kept a positive balance in 2011 by maintaining exports of US$ 256 billion over its US$226 billion imports. Reports also indicate that this approximately 30 billion surplus achieved by the country is the highest since 2007 (EcoHouse). This positive balance of payments can be directly linked to international flow of goods, services, and capital. While analyzing the Brazilian offshoring sector, it seems that the country has a range of competitive advantages in the IT and software industries. He nce many foreign companies outsource their IT and software related projects to Brazil. In addition, the country has better human capital strengths. The Brazilian government provides industrialists with extensive subsidies for R&D activities because the government greatly enhances innovations. In short, it can be stated that the country’s domestic economic behavior is favorable for international trade, which in turn facilitates cross border flow of goods, services, and capital. As it is claimed, â€Å"international flow of goods and services and the international flow of capital constitute the sum total

The Law Relating To Appurtenant Rights Over Freehold Land, Such As Essay

The Law Relating To Appurtenant Rights Over Freehold Land, Such As Easements, Covenants, Rent Charges And Profit A Prendre - Essay Example Personal property attached to real estate by a tenant for the purpose of his or her business is classified as a trade, or chattel, fixture and remains personal property. Four legal tests determine if an item is a fixture or not: intent, relationship of the annexing party to the property, method of annexation and adaptability (which may be referred to as the Total Circumstances Test). An estate is the degree, quantity, nature and extent of interest a person holds in land. Freehold estates are estates of indeterminate length. Less-than- freehold estates are called nonfreehold, or leasehold, estates, and they concern tenants. A parcel of land may be a freehold and nonfreehold at the same time. A freehold estate may be a fee simple estate or a life estate. A fee simple estate can be absolute or defeasible on the happening of some event. A conventional life estate is created by the owner of a fee estate; a legal life estate is created by the Law. An easement is a right in the land of anot her which enables the landowner to restrict in some way the use of adjoining land by another party. It is the right acquired by one person to use another’s real estate. There are two types of easements: easement appurtenant and easement in gross. An easement appurtenant involves two separately owned tracts. The track benefited is known as the dominant tenement ; the tract subject to the easement is called the servient tenement . An appurtenant easement is an encumbrance to the servient estate and a benefit to the dominant estate.

Mona Lisa by Leonardo da Vinci Essay Example | Topics and Well Written Essays - 500 words

Mona Lisa by Leonardo da Vinci - Essay Example The Mona Lisa wasn’t considered as Leonardo’s most important work during his time but as the years passed it was considered to be important in the history of art. During the time of Leonardo, many artists and contemporaries fail even to comment on the painting, until an artist named Vasari did, which leads other artists to give their attention to the painting. Vasari caught his attention on the skill of Leonardo which is the subject of admiration or she was focused more on the technical part of the painting. The painting was one of the reasons for new thoughts and techniques for the artists of the Renaissance period. Through this painting da Vinci was able to introduce a form of accomplishing realism. He used sfumato, chiaroscuro and atmospheric perspective, shadow painting which molds composition. Chiaroscuro has the capability to provide lifelike objects. Leonardo had proven that by blurring the edges and the light that strike them will blend the forms and provide lif elike objects. Sfumato has the ability to hold space to the objects’ depth and be a mysterious environment. Atmospheric is one the techniques that had been introduced through this painting. This kind of technique is more on â€Å"optical phenomena that a structure mathematical system† (Kleiner 547). The hues are more bluish and paler, the outlines are less precise, the small details are lost, and the color contrasts are muted. Through these techniques, Leonardo was able to give the other artists a thing to be handed down.

Dreams and Cinema Assignment Example | Topics and Well Written Essays - 2000 words

Dreams and Cinema - Assignment Example Many reasons why cinema was based on dreams were psychological. Theorists researched through psychology, sociology, and aesthetics to conclude that the dream metaphor has been used relevantly in cinema and has been established as the most important contribution in film theory. Dreams and films are both considered to be perceived objectively by the spectators and dreamers. Just as in dreams, in films as well we do not perceive the real presence of the people and situations. However, there are two characteristics which may separate films from dreams; and these are materiality and presence of the original physical object. This difference is not a major one when considering the use of dreams sequences in films with special lighting and sound effects. Freud’s theories have grounded the relationship between dreams and films. He was the best psychoanalyst who believed that dreams are the major source of all ideas. All dreams must have a visual representation which is the dramatizatio n or the representation of the dream thoughts through visual situations. Even though Freud never mentioned the use of film or cinema as the representation of dreams, his ideas about the dream thoughts closely relate to the visual film language. In addition to the views of Freud about visual representation of dreams, there were many other psychoanalysts who talked about the relevant consideration of the visual language of dreams. Jung, another psychoanalyst, suggested that dreams are developed based on a dramatic structure.

Racial Constructs Essay Example | Topics and Well Written Essays - 1000 words - 1

Racial Constructs - Essay Example y of individuals is the cultural issues and environment as in the article, race concepts in medicine, but all individuals if subjected to the same conditions and environment will think and act the same despite the race. On the contrary, it is true to some extent that according to Jethro’s message with are right as per the movie district nine. Forcibly, Van der Merwe struggles to relocate the aliens who had come in a ship and was settling in a section of South Africa. Since humans could not operate the weapons that the aliens had, the growth of a claw in the place of a hand by van, propelled him to be a central operator of both the Nigerian gangsters and Security Company. The Nigerian gangs were exploiting the aliens by selling them cat foods. However, the above to some extent portrays the evidence of the fact that whites are always right. This is so because everyone was afraid to relocate the aliens and the only torch bearer was a fan, whom manages to maneuver through to become a hero in deals and designs of relocating the aliens who were rejected by the residents. With his racial complexion of white, Van der Merwe seams to be successful, and at this point is when there is approving of the t erm whites are right. Here, the hero tactically finds an idea that the only way to operate the alien’s weapons is by growing a lobster claw in the place of his hand. With the above claws, he manages to be a security company and at the same time, he operates the Nigerian gangster ideas by exploiting the aliens from the cat food being sold to them. All the above was for the efforts of relocating the aliens, though it was not an easy task to relocate them. Having put that across, the fact remains that Van der Merwe used his brains to explore the aliens by not only growing the claws but also incorporating those aliens who proved to be intelligent and those that had human emotions. It is evident according to the movie district nine that the aliens in the movie are of the

Love What are your thoughts on the Futurist Manifesto - how do you see Personal Statement

Love What are your thoughts on the Futurist Manifesto - how do you see it in the artwork they produced - Personal Statement Example Marinetti started the manifesto by describing the new versus the old. He (6) personifies various places and machines in the new age period and compares them with the old ones. In one of his comments in the book,he states that the â€Å"the old ways of thinking are gone,defeated at last†. He (12) gave an example of condemning all museums and academies and comparing them with cemeteries that are not worth focusing on. Indeed Marinettis manifesto was very much anarchistic. Moreover,he encouraged dangerous methods to achieve beauty as he believed that there was no struggle without beauty. In addition,he This shows how Marinettis words were, indeed very forceful. Marinetti along with other artists(22) around him wrote about literature, music, dance, performance, paintings and architecture. All that reiterated a cognate of ideas which reverberated through the multitudes of all forms of art expression in the 20th century(26). His projection of words in his book is like a machine gun in action of firing bullets. I can clarify his writing technique as both visual and sonic. The techniques blur the borderline dimension in which a synesthesia is evoked,making a more pro-founding impact on the Italian people. The separation of the the futurism movement from the previous art movement is the focus on outward understanding. That is what Marinetti movement was all about. Therefore, people who view his work should understand the benefit of external factors in life like struggle and revolution without forgetting the internal factors

The Uses of Drama and Enactment in Group Psychotherapy Essay Example for Free

The Uses of Drama and Enactment in Group Psychotherapy Essay The relationship between the use of drama and group psychotherapy remains fundamental. At one point dramatic activities such as enactment of scenes, role play, telling stories are fundamentally useful in developing group psychotherapy measures. Basically, group psychotherapy is a system of approach with which a therapist or even many of them provide their psychotherapy treatment to a group of clientele. Group psychotherapy is basically important and economical in cost parameter. Either, the togetherness of the clients produces often more productive results than using individual therapy. In group therapy, dispensation of a talk is highly put in place. The history of group therapy goes back to early 20th century. In the same, the clients come in a group under the leadership of one or even many therapists to spearhead their psychotherapeutic problems. Group psychotherapy will basically involve interactions between various individuals committed to the groups with an aid of a therapist to monitor their activities. During the interactions, the different personal elements are defined by what persons have to encounter in their daily life is pictured out. The kind of behaviour manifested by the clients within the group will therefore call for therapeutic approach where experiences are generated in the process and hence employed into real life translation. It’s theoretic approach is diverse and chooses to over look one theoretical approach. The diversity in the theoretical approaches is to provide an inherent method in which the clients can be served in different manner. (Carr, 2001) Group psychotherapy came as a refuge to weaknesses of single person therapy. Since clients are confined into personal contact with the therapist, such persons in single person therapy had their therapeutic environment compromised with. Personal interaction presents personal expression in a full context to the therapist than the social arena found in group psychotherapy where individual can socially interact with one another and bring out their complimentary issues. Generally, the applicability of drama to group psychotherapy is highly fundamental. Currently, dramatic scenes are employed as methods of creating engagement in psychotherapeutic situations. Through dramatic activities, exchange of therapeutic information has been easy and highly productive which provides the clients with a good environment to deal with their social issues. With the changing structures in the societal setting, artistic work has become an important tool in psychotherapy. Various forms of artistic works such as painting, dramatic scenes, spontaneous acting, and telling stories can effectively provide an adequate tool with which the human population can be served adequately in their therapeutic approach. Clients have had enormous developments from their dramatic activities or even that provided by acting group at the clinical sites. Theatrical concerts and plays have been used as tools for out doing the traditional therapeutic activities whose impact is less productive, costly and primitive to the clientele population. At the therapeutic scene, drama can be used as a tool with which people exchange their social life with others and the therapists. At the clinical therapeutic sites, various factional representations can form the benchmark of bringing together the clientele population and their therapists. The dramatic action can be combined with either dance or music. The musical part will involve personal dialogues spoken to the others or even making performances and singing songs on various social experiences. Through dramatic expressions, therapeutic clients are able to exchange fine social relations with the others. Drama within therapeutic activities can be used as a good source of entertainment in which clients come together in one understanding to talk and perform on a particular issue of effects to their life. It makes people to enjoy with one another in playing or expressing opinions as were for other people. Therefore, through therapeutic drama actions, teaching expressions, learning and also making foundations of personal growing form the others can be achieved. ( Thomas, 1997) Therapeutic drama actions provide the people with holistic methods of learning form other people’s expressions through dramaturgical understanding by the others (passive audience). Their activities will be personified to create interpersonal activation which helps the people interact continuously with one another and hence learn from one another. Dramaturgical expressions are more of reality than when reading from books and articles would provide. Either, this is a close way of joining and entering the other person’s life and hence gives horrible time for his/her exploration of one’s internal environment. This creates a personified environment with which one person can have the feeling of the other or situation. Dramatic actions and scenes will therefore help to create a clear cut understanding of what happens in the world around us, which involves the other person (client). Through dramatic activities, encounter with interpersonal expressions helps to give foundations for the creation of new more adaptive methods of appreciating one’s life. Clients will engage themselves in doing the activities in a more rationalized way and build an extended hope of personal expressions. (Brown, 1996) Therapeutic use of drama and enactment scenes is highly helpful in creating an environment for more personal enjoyment and interrelationship with the other people. Psychotherapeutic clients are usually socially impeded with the real life situation and the general nature of environment they are living in. Psychotherapy therefore seeks to formulate standards of approach in which people will have to be personified of the ways to deal with their social life and psychological problems. It seeks to create relations between the client and the therapist in which the client is able to understand to a greater depth the activity born in the situation he/she is in. Dramatic expressions in group psychotherapy provide support for standards of expressions in which the clients help to build a more coordinated approach of dealing with various psychological problems in their life. (Yalom, 1980) As an important tool within group psychotherapy, individual clients should field their personal expressions about the reality of their life. They should constantly participate in letting ones understanding between the other people. Everyone is delegated with role-play of full contribution to the group activities which involves expressions, performances, dialogues and other. Ones role-play is a highly important aspect to the resulting of such therapeutic activities. Dramatic expressions provide tools with which one gets the real imagination and expression of the other which allows personal pretence of the activities of the other. This helps to build conditions with which one person can have the thoughts of the other and expressed in personal outlook. Through such dramatic scenes, new ideas which affect and improve the life are developed in a performance action which is shared by all the people within the therapeutic group(s). A coordination between the people is rationalized to a great level with every person’s participation been uncompromised for the effectiveness of such groups. The thinking and development of affirmative actions is improved with every activity been personified to generate personal interest to those within the group. (Knap, 2004) Drama use in providing group psychotherapy can be highly attributable due to its social approach. It fundamentally provides standard of approach where personal expression can be solidly developed among the others within the group. The interactive phenomena between the group members and the therapist produces lucrative standard with which the clients can appreciate of everyone’s role and contribution. At pone point, such dramatic expressions are lucrative to provide an environment of support for standards which propagate adequate dimensions for Clientele Corporation between themselves and their therapist. Generally, the dramatic expression produces a pillar of expressions that help to promote a coordinated attribute in the activity performance and role play of each towards developing the others social stability.(Alpert, Fara, 2004) Firstly, group drama provides an environment for a detailed exploitation of other persons issues which is to be levied in a more upright context of social manner. Such social exploitation into the other person’s life helps to provide structures of an actual reflection into the reality of personal life. Through such group programs, clients tends to learn from the performance effects of the others which should even provide a stronger base for real understanding than formal reading and learning form therapeutic members. (Martens, 2005) Either, through dramatic expressions, the clientele population is fed with a greater opportunity of observing and reflecting one one’s personal life at the immediate level and the social skills owned by the other clientele population. Various expression of personal level can only be brought out into a clear image when dramatic expressions are fielded in the therapeutic context. Through personal interaction with the others, one is able to enjoy the lucrative environment which is provided to create a more definite system of appreciation to ones capability and weaknesses. The social portfolio borne by the others is also brought out at a real picture to provide a better environment for interaction between one another. This posits a condition with which the client population grows from the individual level before expanding to capture the contribution levied by the clientele neighbourhood. (Yalom, Leszcz, 2005) Elsewhere, dramatic actions in group psychotherapy provides adequate conditions for pursuing legitimate focus of personal inter-relationship benefit. Dramatic actions provide real life influence for effective support into one another’s contribution. This is through providing active structures where phenomenological interactions provide a pursuit of intervention into ones neighbourhood. Drama activities are both participative and tool for solid standards of observations. Through the active influence into one another’s life, the people are able to actively participate in exchanging learning tools across one another and sharing of psychological influence to the immediate life of each of them. Every opportunity of participation into the reality of the social life contexts brings with it a leeway of expanded horizons of appreciating the life partaken by the other. Within the exchange facility of the social phenomena, many variables of interest are featured in which are ideally of varied influence to the general livelihood of the clients. The clients will therefore learn through appreciating each other’s concern in the therapeutic environment. (http://www.questia.com/PM.qst?a=od=5002544146) Through dramaturgical expressions in group psychotherapy, the environment is vigilant in creating standards of environment with which clients gets an immediate feedback in their expressions, their concern, queries, issues put forward above the answer to the problems that are constantly of effect to their pragmatic life. Enactment scenes are like reality rehearsals on the physical situations affecting the client’s lives. Either, dramatic environment provides tools of expressions for better exchange programs between the therapeutic clients. (Wosket, 1997) These scenes are personified to address specific human life situations amongst which are born in the life of the clients. The exchange response is immediate and never a contemplation of the short run imagery. Feedback is therefore arrived at immediately through expressional exchange of imageries between the people. Either, personal interaction with the others provide a better environment for exercising conditions for a better treatment in a client friendly manner of the problem, concerns and also the issues that are of importance and affecting the other. Feedback expression is ridiculous and developed as a motivation to the clients out gone in the world of psychological wrangles. Through faster and immediate solving of the clients problems, they can bring forward immediate signs of appreciations which brings moral motivation and attribute of the professionalism of the therapeutic activities. Clients are more involved in soliciting for better standards of quantifying their social problems in the real life situations. (Kreeger, 1994) Consequently, the influence of dramatic expressions is high supportive to all the therapeutic clients. Generally, dramatic expressions are the best incentive for positive influence into the contributions to the clientele population. These expressions are at one level highly supportive since they help the client to develop an authentic knowledge about specific area of concern in their livelihood. Solving client’s problems through providing environment for explaining the various issues of concern to the client populations remains highly important. The environment is impressive and provides confidence in expression for those who are within the group. (Feather, Ronan, 2006) This is the foremost attribute to provide morale and an interesting environment for the clientele population to participate fully between one another to even provide better condition of expression for them. Since clients are seekers of therapeutic help, confidentiality within the dramatic scene helps them to adequately speak out the issues that operate within them. This provides a fundamental state of expression for each others problem. Their nature of the dramatic activities is entitled to provide a good environment where participatory authority is provided for all within the therapeutic groups. Since this equals personal exchange of ideas between one another, it is a concise method through which the problems of one another are shared fully by the others. (Martin, 2001) The environment (dramatic) is by itself viable for allowing litigant personal expressions to be operational and beneficiary. This is also good at reacting standards of support for each others understanding of the reality of expressions which provide the most adequate response for their social problems. Therefore through personal interactions, the clients learn from one another as they share and contribute towards the problem held by the other. (Spees, 2002) Basically, psychotherapeutic drama involves using of group dynamics and also symbolic plays for treatment of the group’s approach. These are tangible methods of solving various social problems. It involves learning and practising various social skills which form part of the important elements in formulating group success. Dramatic approach helps in creating a good environment for fantasies into the lives of the clients. The emphasis of using drama in psychotherapy has been effective sine 1938. It has been used as a basic medium for change in the broad scenery of the therapeutic situation. However, since many years ago, dramatic expressions have been used as a method o f providing support for dealing with psychiatric patients. Usually, this involves collecting the attributes provided by the general educational theory and putting down into real life practice to even be helpfully practicable to the general world. Through drama, the client’s personality is developed from the current situation of low performance. This will however involve the use of adequacy in the role playing by the individuals within the psychotherapeutic groups. (Weber, Haen, 2005) Either, it involves the use of various functional techniques in the interaction process which helps to provide structures for the most adequate tool of therapeutic control. These tools help in appreciating and increasing the state of contact with the other people within the therapeutic group. Dramatic expressions involve personal creativity where objective discussion of issues will involve the use of creative imaginations above the concentration tool that posts an advantage to the people. Dramatic activities have its discussion on the nature of therapeutic processes with the waging on the product/output of the dramatic activity. The processes and systems are waged under monitoring standard which provides a better environment for making up their social-life contexts. (Schermer, Pines, 1994) This is perhaps the best methods for use in dealing with clients. The creation of the dramatic activity is by the group of the clients which may even include the therapist. Through the activity, the therapist is provided with an adequacy in operation medium in which case he will evaluate the right cause of action to take in the therapeutic process. Generally, the clients will be imposed by greater impact into the activity of social life liberation than when at a single situation with the therapist. Dramatic approach is chiefly allied to the creation of fantastic notions. Elsewhere, the product output of the dramatic activity is highly important in regard to how it will be manifested in the therapeutic process. (Harding, 1996) Otherwise, clients are supposed to have a full support of the output which will depend on the manner with which the clients will be able to incorporate their output into adequate standards for help in their therapeutic process. However, in the spontaneous activities, there may arise some dangers when the clients seek to act on what they get from the dramatic context without internalizing the role of the therapist in such spontaneous activities. Direct action to group lessons may therefore be accompanied by various weaknesses. Dramatic action within therapeutic groups may be a chief source of problems that cannot be adequately handled by the therapists. Therefore, the output of any activity should be easily verified by the therapist before its flow is passed from their actions to the group in control. (Cooper, Smith, Upton, 1994) Through the general implication of drama in psychotherapy is the affiliate benefits allied to the role it plays to group clients. The basic critical for its use is the flow of fallacious and poorly benefiting behaviour to the clients. Consequently, many clients have taken poor behaviour home or school and other social institutions which end up negatively affecting their general life and that of the neighbours. Either, as much as dramatic activities is cost affective and also productive, this is not always practical. It may run weary and inefficient. This may be a catchment’s area for the poorest benefits which include poor behaviour development and more wrangles in ones social life which develops as collateral influence by the therapeutic influence. (Yalom, Leszcz, 2005) The general dramatic scene may be a source of negative influence to the contributor’s life. Some participants may be negatively affected by the positions and roles they are made to play in the therapeutic process. Since the scene provides that members within it participate in different roles, therapeutic drama may be a source of personal inability and negative influence when different members are given inadequate roles to play down. At the process of the dramatic activity, various behavioural imaginaries can then develop such as rivalry between one another, aggression and hatred. For young children, various therapeutic conditions and implications may negatively affect their nature of activity and actions to the external environment. Through various transfers of feelings and activities, this may negatively impact the clients to develop response protocols that do not adequately provide tools for the required therapeutic implication. Actions brought forwards in the therapeutic scene may negatively influence the clients when conflict rises up as an influence of disagreements between the clients. (Sonstegard, Better, Pelonis, 2004) However, dramatic expressions provide an adequate environment for self expression in which the client interact with one another adequately and in a coherent manner to provide support for their well being. This is fundamentally the first and foremost step in building the social prospects of the clients. Through such exchange programs, the clients are able to have an exchange of their social life activities and phenomenologies in which case this should provide a better understanding of the situations. Through a chose linkage with other clients, the general exchange of their activity and process is perhaps made easier and cheaper. Dramatic activity is highly adaptable to the clientele population of different levels. This helps to provide better standards of more effective capacity in which case individual expression help to build them more. Also, their may be a higher state of productivity between them. The method is voted to be highly effective in terms of cost expenditure. It provides standards of support with which individual role play within the group is promoted. Through dramatic groups, psychotherapeutic clients are provided with an impersonalised character of their social life contexts. (Mathiasen, 2005) Generally, the use of creative drama in psychotherapy helps in developing various sets of imaginations and also spontaneity which is supported by specific values above that of using the drama itself for creating subject matters. Through use of drama in group psychotherapy, perhaps the problems is more rationalized and ratified with the participation of the clients themselves building and developing different methods of modelling their social life. It helps to build up personal censorship which helps to provide the individual characters of the clients to even be shared among them in a group manner. Due to the social integration phenomenon of the clients in the scope of the dramatic environment, they will build more characteristic tools to address their problems in a more personified nature. This helps to break the inadequacies born out in individual person therapy where the client-therapist environment may not authenticate to provide standards of support for a better motive of social understanding. Generally therefore, dramatic actions and spontaneous activities would provide a coherent support in providing standards with which the clients would be absorbed more in the way of establishing their social life contexts References Alpert, J. E. Fava, M. (Eds.). (2004). Handbook of Chronic Depression: Diagnosis and Therapeutic Management. New York: Marcel Dekker. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=108952745 The American Psychotherapy Association the American Association of Integrative Medicine the American College of Wellness Present the Evolution of Health Care: Unifying Mind, Body Spirit. (2003). Annals of the American Psychotherapy Association, 6(2), 18+. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=5002544146 Brown, D. (2001). King Lear: The Lost Leader; Group Disintegration, Transformation and Suspended Reconsolidation. Critical Survey, 13(3), 19+. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=5000944271 Brown, N. W. (1996). Expressive Processes in Group Counseling: Theory and Practice. Westport, CT: Praeger Publishers. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=27985548 Carr, A. (2001). Abnormal Psychology. Philadelphia: Psychology Press. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=102914493 Cooper, P., Smith, C. J., Upton, G. (1994). Emotional and Behavioural Difficulties: Theory to Practice. New York: Routledge. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=103375001 Douglass, F. (1995). Narrative of the Life of Frederick Douglass. New York: Dover Publications. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=97002080 Feather, J. S., Ronan, K. R. (2006). Trauma-Focused Cognitive Behavioural Therapy for Abused Children with Posttraumatic Stress Disorder: A Pilot Study. New Zealand Journal of Psychology, 35(3), 132+. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=5019128485 Harding, C. G., et al. (1996). Using Live Theatre Combined with Role Playing and Discussion to Examine What At-Risk, Adolescents Think about Substance Abuse Its Consequences, and Prevention. Adolescence, 31(124), 783+. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=5000453797 Knapp, J. V. (2004). Family-Systems Psychotherapy and Psychoanalytic Literary Criticism: A Comparative Critique. Mosaic (Winnipeg), 37(1), 149+. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=5002649603 Kreeger, L. (Ed.). (1994). The Large Group: Dynamics and Therapy. London: Karnac Books. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=23107879 Martens, W. H. (2005). Shame and Narcissim: Therapeutic Relevance of Conflicting Dimensions of Excessive Self Esteem, Pride, and Pathological Vulnerable Self. Annals of the American Psychotherapy Association, 8(2), 10+. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=5011704312 Martin, R. (2001). The Performative Body: Phototherapy and Re-enactment. Afterimage, 29(3), 17+. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=5000925188 Mathiasen, R. E. (2005). Moral Development in Fraternity Members: A Case Study. College Student Journal, 39(2), 242+. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=5010846042 Schermer, V. L. Pines, M. (Eds.). (1994). Ring of Fire: Primitive Affects and Object Relations in Group Psychotherapy. New York: Routledge. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=107698974 Sonstegard, M. A., Bitter, J. R., Pelonis, P. (2004). Adlerian Group Counseling and Therapy: Step-By-Step. New York: Brunner-Routledge. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=108874252 Spees, E. K. (2002). Word Movies: Strategy and Resources for Therapeutic Storytelling with Children and Adolescents. Annals of the American Psychotherapy Association, 5(1), 14+. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=5002456946 Thomas, R. M. (1997). An Integrated Theory of Moral Development. Westport, CT: Greenwood Press. Retrieved December 17, 2007, from Questia database: http://www.questia.com/PM.qst?a=od=106119516 Weber, A. M. Haen, C. (Eds.). (2005). Clinical Applications of Drama Therapy in Child and Adolescent Treatment. New York: Brunner-Routledge. 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Explain the Various Elements of the Marketing Process

Explain the Various Elements of the Marketing Process Introduction This paper explains the strategic marketing planning process illustrating the discussion with examples from the low cost airline, Easyjet. The paper proceeds in five parts. In the next section of the paper, the concept of market segmentation is described and discussed. Next, the concept is located in the overall positioning, segmentation, targeting (PST) organisational strategy. Porters’ Generic Strategy is then outlined, as a supplementary paradigm to market segmentation. The concept of the marketing mix is discussed and applied to the case study company. A brief conclusion closes the paper. Before examining the marketing process, however, it is necessary to provide an overview of the case study company. Easyjet is an airline company that has been operating in the United Kingdom since 1995 (Easyjet, 2014). Like many other low-cost carriers, the company initially modeled itself on the business model of a successful American carrier, Southwestern Airlines (Yip, 2004). That airline had experienced unprecedented success by cultivating and exploiting a low cost operating model – Easyjet sought to implement this model in the European context, launching a flight between London and Amsterdam that was half the cost of the fare at the time offered by national carrier British Airways (Sull, 1999). In the years that followed, Easyjet rapidly expanded its route network to include hubs in some of the major British cities: Glasgow, Manchester and Liverpool, and routes to popular European destinations including Rome, Brussels, Milan, Barcelona, Frankfurt, Oslo and Stockholm. Today, Easyjet is â€Å"Europe’s leading airline†, specialising in short haul, point-to-point flights between Great Britain and Europe (Easyjet, 2014, online). The carrier operates some 600 routes serving 30 countries, and had firm plans to expand its network further afield in the future. Marketing as a concept Marketing can be thought of as a strategic philosophy which holds that assessing and meeting the needs of customers is a complex and multifaceted activity, so that organisations are required to take a holistic, customer-focused approach to all of their business activities (Svensson, 2001). In practice, marketing involves collecting, recording and analysing data about customers, and using this data to establish a strategy for meeting their needs. The marketing process covers a myriad of business activities that enable companies to meet the needs of consumers. Three key activities form the backbone of the marketing process. In the first instance, the customer base is segmented on the basis of demographic or other characteristics. Secondly, apositioning, segmentation, targeting (PST) strategy is developed in order to target goods and services to the correct market segments. Thirdly, a marketing mix is developed. Considered together these three elements form the basis of the firm’s overall marketing strategy (Kotler and Keller, 2006). Market segmentation Populations, and hence markets are potentially large and heterogeneous (Dibb, 1998). Marketers would find it impractical to target every member of such a diverse grouping, and thus market segmentation is a key activity in the marketing process (Kotler and Keller, 2006). Market heterogeneity can be defined as â€Å"the extent to which groupings of customers based on operational descriptor variables respond differentially to the choices of both offerings and the way they are marketed† (Wensley, 1995, p. 78). So, market segmentation refers to the activity in which this large heterogeneous market is segmented or divided into smaller, more homogeneous groupings of individuals with similar demographic characteristics or similar needs (Kotler and Keller, 2006). Segmentation recognises that it is neither practical nor profitable to attempt to satisfy the needs of a large heterogeneous population; ultimately, its aim is to identify the business’ most profitable customers, to understand them, and to target them. Each portion of the market is known as a market segment. Segments can be identified on the basis of consumer characteristics (e.g. socio-economics such as wealth or social class, demographics such as gender or geographical location), psychographics (that is, interest, attitudes or opinions), product-related behavioural characteristics such as purchasing or consumption habits, or, in the case of business to business (B2B) marketing, business characteristics such as business size, location or level or turnover (Wedel and Kamakura, 2000). Easyjet uses two consumer characteristics to segment its market: level of wealth, and hence, the degree to which customers are price conscious, and purpose of travel (i.e. leisure or business) (Sull, 1999). The way in which this is evident is through the pricing strategy of the company, which is discussed in greater detail below. For now, it is important to note that Easyjet’s business model differs from conventional carriers who typically drive sales towards the more lucrative business class passengers, filling the remainder of their seats with low-paying leisure passengers. In contrast, Easyjet, â€Å"does not serve the business consumer first and use the tourists as a buffer in case it has some excess capacity, but rather restricts the demand of both segments (by raising the appropriate prices) so as to equate capacity to expected demand† (Koenigsberg, Muller, and Vilcassim, 2004, pp. 16-17). In other words, the company recognises two distinct customer segments but uses similar market capture strategies for both. Segmenting, Positioning and Targeting the market Identifying the target market does not end with segmentation: after segmentation has been undertaken, organisations must target the market, and position themselves. This is known as the segmentation, targeting and positioning (STP) process (Sausen, Tomczak, and Herrmann, 2005) Targeting refers to the way in which marketing efforts are aimed at the segment while positioning refers to the â€Å"designing of the company’s image so that the target customers understand and appreciate what the company stands for in relation to its competitors† (Hooley and Saunders, 1993, p. 8). Two broad strategies can be identified. Functional positioning refers to positioning on the basis of product characteristics (e.g. price or quality), while expressive positioning refers to positioning on the basis of consumer characteristics (Johar and Sirgy, 1989). Easyjet, established in 1995, entered the air travel industry specifically to address the needs of low income passengers, as exemplified by the emphasis placed on the prices of its fares (Sull, 1999; Dobruszkes, 2009). Accordingly, the segmentation strategy used by the company was essentially an income-based, or price-conscious strategy: it met the needs of individuals wishing to travel throughout Europe that were not willing, or able to pay the airfares charged by full service airlines. However, more recently, the carrier has begun to be used by business passengers (Lu, 2009). For instance, from March 2013 to March 2014, the airline transported 12 million business passengers (almost fifty percent of its fleet’s seat capacity was taken up by business passengers), representing a growth in this market by 8.5 per cent over the previous year (The Guardian, 2014). This development has been attributed to the introduction of allocated seating. Previously, Easyjet, like many other Low Cost Carriers (LCCs) was able to keep airfares low because passengers were not able to select their seats prior to travel. However, the company abandoned this policy in November 2012, with the firm’s Chief Executive Officer (CEO) Carolyn McCall, remarking that â€Å"I think allocated seating has been the single most popular thing we have ever done for our passengers’ (cited in The Telegraph, online). The introduction of allocated seating is tantamount to a market repositioning and has enabled the airline to capture a greater share of the business passenger market. Repositioning is a normal part of the marketing process, for as Baines, Fill and Page (2012, p. 131) have noted â€Å"most marketers need to be alert and be prepared to reposition their brands as the relative position occupied by brands, in the minds of customers, will be challenged and shifted around on a frequent basis†. Detractors have argued that the STP process is inadequate at fully explaining business’ repositioning activities because it does not take into account the positioning strategies of competitors. To combat this, strategist Michael Porter (cited in Kotler and Keller, 2006) developed his generic strategies framework. This concept identified three positioning strategies available to firms: cost leadership, differentiation and focus. Under acost leadership strategy, the organisation seeks to offer its product or service at the lowest costs relative to competitors. Under the differentiation strategy, the firm seeks to differentiate itself from its competitors on the basis of product features such as quality. The third approach, the focus strategy, describes a stratified approach to positioning. Organisations using the focus strategy target concentrated or niche markets by seeking to understand the unique needs of that segment and tailoring well-specified products to them. It is generally argued that organisations that do not adopt a strategy are unsuccessful (Kotler and Keller, 2006). Easyjet has been vastly successful in relation to its competitors since its inception. In 2014, it became the largest British airline, in terms of passenger volumes, outstripping those of the national carrier, British Airways (Euromonitor, 2014). In Europe, in terms of market share, the company is second only to its Irish competitor, Ryanair. The fact that the company is competing on two fronts (with similar, low cost-carriers and conventional full-service carriers) suggests that it is pursuing a differentiation strategy. Easyjet has differentiated itself from low-cost carriers by introducing aspects which are typically absent from the services provided by those airlines (allocated seating is a good example), but it is differentiated from full-service airlines through, for example, its pricing strategy. The marketing mix An essential element of any company’s marketing strategy is the marketing mix (Brassington and Pettitt, 2009). This concept was developed to explain the factors influencing the demand for a product. Typically, the marketing mix is operationalised in terms of the ‘4 Ps’ Product, Place, Price and Promotion. Product In services marketing, product refers to all aspects of the services offered by the organisation including the level of the quality of the service, any guarantees or warranties, product lines or packaging (Kotler and Keller, 2006). Easyjet aspires to offer its business and leisure passengers safe and simple flights to a myriad of European destinations (Easyjet, 2014). To meet these aspirations, the company operates a large, modern fleet comprised of 220 Airbus A320 and A319 (ADS Advance, 2014). Despite media claims, the airline is one of the safest and most punctual airlines in Europe, and has invested significant amounts of cash in boosting the quality of its product. For instance, the company is investing in drone and robots that will be used to carry out safety checks on the aircraft, and the airline is working towards the provision of ‘paperless planes’ which it says will improve efficiency (ADS Advance, 2014). Flexibility is a major feature of the airline’s product. While full service airlines adhere to a business model that discriminates between airfares with different levels of flexibility (for example, non-refundable tickets and fully refundable tickets), Easyjet does not differentiate between tickets in this way (Nair, Paulose, Palacios, and Tafur, 2013). Furthermore, it is conventional in the industry for one-way tickets to cost passengers more than round-trip tickets. Carriers prefer passengers to make return flights because selling tickets in this way builds convenience into their flight scheduling processes. Passengers who purchase one-way flights make it difficult for carriers to set schedules and make staffing decisions (Nair et al, 2013). Easyjet utilises a different business model, which makes it more straightforward for customers to understand the product offering and enables it to build flexibility into its scheduling systems. Place Place refers to the distribution strategy of a company (Brassington and Pettitt, 2010). Easyjet aims to make travel on its fleet as widely available as possible, highlighted by its presence in almost every Western European country (Easyjet, 2014). The company is particularly proud of the extensiveness of its network, with its marketing materials claiming that â€Å"over 300 million people [reside] within a one hour drive of an easyJet airport† (Easyjet, 2014, online). Not only is the airline the leading carrier in Europe, it also holds strong positions in several major markets, including Edinburgh, Venice, Nice, and Naples, where it is the largest carrier, and Lisbon, Lyon and London Stansted, where it is the second largest carrier (Easyjet, 2014). However, the companys stated efforts to capture a growing share of the business passenger market share might be hindered by its choice of airports. Despite the firm’s claims that it serves ‘convenient’ locations, in many cases, the airline serves not the primary airport in a city, but smaller, supplementary airports that are typically in out-of-the-way locations. For instance, most Easyjet flights to Paris land at the city’s Orly airport, rather than the more popular Charles de Gaulle. Serving smaller airports is a key characteristic of the LCC business model, for larger airports tend to carry greater landing fees (O’Connell and Williams, 2005). Place also refers to the outlets through which customers can purchase the product or service. When it was first established Easyjet first offered passengers the opportunity to purchase flights only through its own website, via its telephone booking system and at the airports from which it operates (Euromonitor, 2013; 2014). The purpose of this model was to build the brand, and to keep costs low. Over time, however, the company has extended its distribution model to include third party intermediaries like lastminute.com and travelsupermarket.com. This enables customers to be creative in building their journeys (for example, booking an outward flight with one carrier and a return flight with another), and has allowed the airline to boost its market share, because the growth of specialist search engines means that travellers need only visit one website when they are searching for flights (Euromonitor, 2014). Promotion The telephone booking system that the company used to drive sales at its inception is also slowly being phased out, moving the company every further towards to an Internet-only business model (Euromonitor, 2014). When the company was first established, it relied on its web facilities, fleet and personnel branding (a trademark orange) and word-of-mouth to drive sales. It took the company 17 years of trading before it invested in a directed marketing campaign (Marketing Magazine, 2012). The company even featured in a London Weekend Television documentary, or ‘docusoap’ which, contrary to the fears of some analysts, turned out to be an enormously successful promotional exercise. As noted by Kilborn (2006, p. 201) â€Å"while Easyjet knew that there were certain risks involved in opening themselves up in this way, these were seen to be more than offset by the perceived opportunities for keeping the Easyjet brand name in front of the consumer. In the estimation of the company’s PR advisors, even those incidents of delays and other problems associated with air travel, could be turned to the companys advantage. The fact that Easyjet staff would be seen to be so actively involved in smoothing out problems and assisting in making alternative travel arrangements was regarded as a useful exercise in company public relations† In addition, the company has recently adopted a more aggressive marketing and branding strategy. In October 2011, the airline invested some  £50 million into its marketing strategy, recruiting an external advertising agency to establish a strong European-wide promotional campaign (Marketing Magazine, 2012). Although the resulting campaigns ‘Europe by Easyjet’ and ‘Where Are Young Going?; were panned by critics, analysts attributed a massive boost in the firm’s revenues per seat and passenger numbers to this aggressive promotional strategy (Marketing Magazine, 2012). Price There can be no doubt that the pricing strategy of the airline is the cornerstone of its business model. Although the company has shifted some of its focus to other elements of the marketing mix in recent years, the low prices offered by the company are probably its best-known feature among consumers. As the companys Chief Executive, Carolyn McCall remarked in a 2012 interview with Marketing Magazine (2012, online). â€Å"Well never move away from price – it is the cornerstone of what we do. But now we communicate destination and service†. This focus on low price and low costs is tantamount to what strategist Michael Porter (1985) termed a cost leadership position. It is interesting that analysts have argued that such a position is untenable in the long run. For example, the CEO of US airliner Skytrax Edward Plaisted has argued that low-cost airline models rarely guarantee success – he pointed to the fact that half of new carriers go bust because they cannot maintain the low cost strategy (Kah, 2012). Porter (1985) did argue that for such as position to be sustained, services must be perceived by customers to be good value for money. The empirical evidence does seem to suggest that Easyjet’s customers do believe that the carrier offers value for money, as highlighted by its improving punctuality record and growing passenger numbers (Euromonitor, 2014). The company has even outperformed competitors following a similar business model: for instance, the British low cost airline Flybe has reported large annual losses since 2012 (Euromonitor, 2014). For this reason, the airline’s chief has argued that there is a lot of blue water between us and Ryanair, and very little between us and British Airways† (Marketing Magazine, 2012, online). The way in which the carrier has been able to consolidate its competitive advantage is by balancing its low price strategy with high peripheral prices (Euromonitor, 2014). For example, although passengers are able to find flights for as little as 9 euros, there are additional charges for printing off boarding cards, checking in at the airport, selecting a seat and taking hold luggage. Clearly, the growth in passenger numbers and the growth in the airline itself means that customers do view, even the high prices of peripherals as value for money. It must therefore be concluded that Easyjet’s cost leadership strategy is a fruitful one. Conclusion This report has outlined the marketing process, using the low cost airline Easyjet as a case study. 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