Examining The Varied Heritage Of Indian Culture Cultural Studies Essay

Examining The Varied hereditary pattern Of Indian Culture Cultural Studies EssayOne affair in which India faces no competition is its varied culture and heritage. The culture of India has been shaped by the long history of India, its unique geography and the absorption of customs, traditions and ideas from few of its neighbors as well as by preserving its ancient heritages, which were formed during the Indus Valley nuance and evolved further during the Vedic age, rise and decline of Buddhism, Golden age, Muslim conquests and European colonization. Indias great diversity of cultural practices, styles, customs, and traditions be examples of this unique co-mingling over the chivalric five millennia.At all levels India has added great number of languages in to the various cultures and traditions. There were 1000 (if you count regional dialects and regional words) languages are verbalise by Indians Altogether, but unfortunately now there are 415 reenforcement languages in India. T he Constitution of India has stipulated the national language Hindi and English to be the two official languages of communication for the Union Government.India is one of the most sacredly diverse nations in the world, with some of the most deeply religious societies and cultures. organized religion still plays a central and definitive role in the life-time of most of its people. India is the birth place of Dharmic religions much(prenominal) as Hindiism, Buddhism, Jainism and Sikhism Today, Hindiism and Buddhism are the worlds third- and fourth-largest religions respectively, with virtually 1.4 billion followersIndia, being a multi-cultural and multi-religious society, celebrates holidays and festivals of various religions. The common chord national holidays in India, the Independence Day, the Republic Day and the Gandhi Jayanti, are celebrated with vehemence and enthusiasm across India. In addition, many states and regions obligate local festivals depending on prevalent r eligious and linguistic demographics. Popular religious festivals include the Hindu festivals of Diwali, Ganesh Chaturthi, Durga puja, Holi, Rakshabandhan and Dussehra. Several harvest festivals, such as Sankranthi, Pongal and Onam, are in any case much or less popular. Certain festivals in India are celebrated by multiple religions. leading light examples include Diwali which celebrated by Hindus, Sikhs and Jains and Buddh Purnima which is celebrated by Buddhists and Hindus. Islamic festivals, such Eid ul-Fitr, Eid al-Adha and Ramadan, are celebrated by Muslims across India.Well different religions have unlike practices, rituals and all but in these entire dissimilarities one thing common is the way they greet each. Namaskar or Namaskaram is a common mouth greeting or salutation in the India. Namaskar is considered a slightly more formal version than namast but both express deep respect. It is unremarkably apply in India and Nepal by Hindus, Jains and Buddhists, sikhs and m any continue to use this alfresco the Indian subcontinent. In Indian and Nepali culture, the word is spoken at the beginning of written or verbal communication. However, the same hands folded gesture is made wordlessly upon departure. In yoga, namast is said to mean The light in me honors the light in you, taken literally, it means I bow to you victuals is an important part of Indian culture, playing a role in everyday life as well as in festivals. In many families, everyday meals are sit-down affairs consisting of two to three main course dishes, varied accompaniments such as chutneys and pickles, carbohydrate staples such as rice and roti (bread), as well as desserts. Food is non just important for an Indian family by ways of eating, but it is also taken as a sort of socializing, getting together with a family of many. Indian cuisine varies from region to region, Generally, Indian cuisine can be split into four categories North, South, East, and West Indian. Despite this divers ity, some unifying duds emerge. Varied uses of spices are an inherent part of food preparation, and are used to enhance the flavor of a dish and create unique flavors and aromas. culinary art across India has also been moldd by various cultural groups that entered India throughout history, such as the Persians, Mughals, and European powers.Different religions, languages, festivals, cuisine and now different clothing. handed-down Indian clothing for women is the saris and also Ghaghra Cholis (Lehengas). For men, traditional clothes are the Dhoti, pancha veshti or Kurta. Bombay, also known as Mumbai, is one of Indias fashion capitals. In some village parts of India, traditional clothing mostly will be wornBindi is part of the womens make-up. Traditionally, the red bindi (or sindhur) was worn only by the married Hindu women, but now it has become a part of womens fashionAs far as Indian art is concerned, music and move from an integral part of Indian arts. The music of India incl udes multiples varieties of religious, folk, popular, pop, and classical musicIndian dance and music considered to be just another form of entertainment, tracesits origins back several thousands of years. Music is the language of emotion and is an important part of the Indian culture. Music and dance arelanguages by themselves, capable of expressing subtle thoughts and refined ideas. Few of the Indian dance forms are Baratnatyam, Kathak, Kathakali, Kuchipudi, Manipuri, odissi, Mohiniattam and many more.While naturally evolving with the dynamic forces of history and creative influence of great masters, these traditions have maintained the integrity of their fundamentalheritage.

Importance Of Effective Recruitment Business Essay

Importance Of Effective en contentioning Business toleratevasRecruitment is the change of attempting to locate and encourage potential appliers to apply for brisk or anticipated logical argument openings (Compton et al.2009, p.15).According to Kleyhans et al (2007, p.81) enlisting is the figure give away of looking for and getting sunrise(prenominal) employees. It involves attracting individuals on a tied(p) buns, in enough numbers and with the right qualifications and encouraging them to apply for specific think oers in the governing.Recruitment is described as the transition of solveing a some unrivalled or someones into the arrangement. It starts with the conclusiveness to recruit and continues through to the induction and settlement of the new employees (Grimshaw 2009, p.7).Recruitment of views is the function preceding the extract, which servings create a pool of probable employees for the organisation so that the worry can select the right vista for the right job from this pool. The main objective of the enlisting move is to hotfoot the selection process.2.2 Importance of legal recruitmentEffective recruitment attracts individuals to the organisation and increases the chances of retaining them. It can also improve productivity, reduce labor cots, and help the governance stay competitive (Jackson et al. 2012 p.188).2.3 Recruitment procedureA successful and potent programme to recruit the someonenel requires a fountainhead be recruitment policy, proper organisational structure, and procedures for locating sources of human alternatives, suitable methods and techniques for utilising human imaginations and even regular assessment and consequent improvements. Norm bothy each organisation has its own recruitment policy. It whitethorn change year to year in the light of changing environments and situations.The recruitment of a new team member is a study investment for hotels. Developing and adopting a recruitment process that yields solid returns is sl revokeer to the success of every organisation, as wrong hiring is very costly. The most encumbranceive recruitment process sh ars three goalsAccuracy is the ability of your recruitment process to ascertain the interviewees job performance because you do non want to end up with an accountant who does non fill out accounting, a Trainer who does non know how to speak or a Secretary who does not know how to type.Fairness is the assurance that your recruitment process gives every suitable candidate a amusement park and equal chance of being selected. A fair selection process is based on valid requirements that be apply throughout the recruitment process and uses the aforementioned(prenominal) job-related selection process applicable for all candidates.Commitment is the extent to which the people involved in the recruitment process perceive its worth. Interviewers and interviewees be committed if the recruitment process does not drag, it is be neficial to everybody, the self-esteem of the interviewee is maintained and the image of the organisation is untouched.2.3.1 Strategic intendStrategic planning is the commencement step of the recruitment process which management uses to determine overall goals and objectives for the organisation. This planning entrust ultimately stimulate an effect on HR planning (Kleynhans et al, 2007, p.68).Decenzo and Robbins (2005, p.21) have stated that human resource managers must engage during the strategic planning process to ensure that trance staff argon available to meet the requirements set. The aim of this planning causal agency is to determine what HRM requirements exist for current and future supplies and demands for employees. They also emphasize on an organisation use innovative initiatives as strategic measures to show employees that their contri stillions to the organisation atomic number 18 valued and in doing so, influence their motivation, job satisfaction in the lead to increased job performance.2.3.2 Human Resource PlanningSecondly, human resource planning determines whether there go a management be an excess of do workers, a shortage or just enough employees to achieve these organisations goals.2.3.3 Alternatives to recruitmentAccording to Kleynhans et al (2007, p.68) Organisations search for alternatives to recruitment because of the cost of recruiting. Three such alternatives of recruitment are extra clock, employee leasing and temporary employment.OvertimeFirms seek to list alert employees work overtime instead of recruiting new hands. Overtime can pr chap employees with increaseal income. nonethe slight overtime results in fatigue, increased accidents and much absenteeism. These developments and the need to pay take over the wages add to the cost.Employee LeasingAlso known as staff outsourcing, employee leasing involves remunerative a fee to a leasing comp both or a consulting strong that handles payroll, employee benefits an d routine HR functions for the client company. Leasing is particularly useful to small and spiritualist sized firms which might not be able to maintain regular HR staff.Temporary EmploymentToday, just-in-time employees can be found staffing all types of jobs in organizations, including professional, technical and executive lines. The benefits of using temporary employees include relatively low labour be, unproblematic access to experienced labour and flexibleness in responding to future changes in the demand for workers. A drawback for hiring temporary help is that these people do not know the culture or work flow of the hotel. This unfamiliarity detracts from their commitment to organisational goals (Kleynhans et al. 2007, p.73).2.3.4 Recruitment Policies and ProceduresPolicies and procedures are guidelines which an organisation sets up to make sure that everyone in the organisation deals with recruitment in the same manner. These policies should take into consideration the int ernal and external factors that affect the recruitment process.2.3.5 inherent RecruitmentInternal recruitment is one of the most popular bonus systems and has an old tradition in the hotel industry, and is also mentioned by Merchant and forefront der Stede (2007) as one of the non-monetary rewards.2.3.5.1 Advantages of internal recruitmentThe services with internal recruitment are that hotels gain a lot of improvements by using their existing employees, accustomed that the latter know their job, understand the organisation and are competent. Molander (1996) states the main advantage of internal recruitment is its ability to create a culture of committal and job security among the employees, which could be hard to achieve former(a)wise. other advantage is time-consuming and also a way of cutting bringing up costs that an outside employee would need to become familiar with the company.By applying internal recruitment, the employees bequeath have incentives to stay within the or ganisation in order to rebel the carrier ladder. This would add to their incentives for effectiveness and an improvement in productivity.2.3.5.2Disadvantages of internal recruitmentThe main damage of internal recruitment is, logically, the limited return of candidates to exact from. Ahrnborg (1997) states that internal recruitment could be a trouble for sluggish companies, callable to lack of new influences, and the fact that they maintain their sluggishness and limit their prospects for development.Another drawback is that the person, who fills the post, is leaving its position and therefore a new nothingness will be created.According to the Lockyer and Scholaris (2004) another feature of recruiting internally is that staff whitethorn feel that they should be recruited owing of their experience although they are not competent enough.2.3.6 External RecruitmentIf the list of contingent internal candidates is assessed and no one is found to be suitable, the company should then advertise externally. This is also prudent if the company decides that fresh blood is required from outside. In reality, employees should be richly aware of corporate recruitment policy as it relates to sourcing of employees (Compton et al. 2009, p. 50).2.3.6.1 Advantages of external recruitmentThe biggest advantage of external recruitment is that the company has no limited supply of candidates and can choose employees worldwide.2.3.6.2 Disadvantages of external recruitmentAccording to Duggan and Croy (2004), a trouble with external recruitment is that it can be hard to put haggle on what specific skills the company needs, and in this way cause problems because the consultants be amiss and hire a person who does not fit for the task.Another disadvantage with external recruitment is that it could diminish the efforts of existing employees, due to lack of the supposition of promotion.2.4 Job AnalysisJob compendium is the process by which job descriptions and person specificati ons are produced. Armstrong (1999, p.190) defines job summary as the process of collecting, analysing and fit out training or so the contents of jobs in order to turn in the basis for a job description and data for recruitment, training, job military rank and performance management. Marchington and Wilkinson (2005) propose that undertaking a job analysis may not be unavoidable for every time a vacancy arises, oddly in organizations that have high levels of labour turnover. Though, they do pull in that job analysis does allow for an examination of whether existing job descriptions and person specifications are appropriate for future needs.2.4.1 The spirit of Job AnalysisThe purpose of job analysis is to provide the information necessary for writing job descriptions. Job analysis information can even be utilise in the job evaluation process, which is the process for assigning value to a job for the purpose of setting compensation. The types of information gathered during job analysis will be specific to each organisation. Nevertheless typical kinds of information which are grouped areSummary of dutiesDetails of most habitual dutiesSupervisory responsibilitiesEducational requirementsSpecial qualificationExperienceEquipment/tools use relative frequency of supervisionInformation some jobs can be gathered using qualitative or narrative techniques such as interviews, questionnaires, observations and activity logs.2.4.2 Process of Job Analysis2.5 Recruitment MethodsIn deciding what methods to be utilise to attract applicants, Armstrong (1996) refers to the three criteria of cost, speed and the likelihood of providing good candidates.Several semiempirical studies have set recruitment methods as being either courtly or informal. Examples of formal recruitment methods are newspaper advertisings, job centres and other employment agencies whereas word of mouth methods such as referrals by existing employees are examples of informal recruitment methods ( Carroll et al. 1999, Taylor. 1994).Any hotel would want to attract the surpass suited candidate and therefore has to decide on the best way to attract them. Here are the most much channels utilise by organisationsInternal advertisingAdvertising is the most obvious methods of attracting recruits, barely it may not always be necessary, as other sources of recruits, are available. Internal advertisement on the companys Intranet system is being widely used, especially within biggish organisation, to promote from within.NewspapersDrafting an appealing recruitment advertisement always give good return.Trade/business and specialised magazines position a recruitment advertisement in specialised magazines is far more focused and is more likely to target the right audience.Recruitment agenciesRecruitment agencies have a large databank of candidates and provide hotels with a selection of screened profiles. few recruitment agencies can also conceive an attractive recruitment advertisemen t and have it inserted in selected media for their clients.The net incomeSome candidates emerge their CVs on the Internet and are agreeable to be deployed overseas under contract.The hotels databankCandidates often distribute their CVs to hotels for no specific vacancies. It is advisable to keep them for later use.The hotels Web placeOrganisation has a web site often have a link to vacancies that are presently available. This is more and more widely used and attracts worrying candidates.Acquaintances/words of mouthYou might have heard from an impropriety or through words of mouth that such suitable candidate is presently looking for a career change. Do not vary to contact the person, whether formally or informally.2.6 Definition of natural selectionByars and Rue (1997, p.172) defined selection as the process of choosing from among available applicants, the individuals who are most likely to successfully perform a job. It is the process of gathering all necessary information about applicants and using that information to decide which applicants to employ.Selection is the process of collecting and evaluating information about an individual so as to overlay an offer of employment. Such employment could be either a first position for a new employee or a different position for a current employee (Gatewood et al. 2010, p.3).Selection is one of the most important functions of HRM as wrong selection of employees hampers organizational performance enormously. Selection process differs from organisations to organisations. Decenzo and Robbins (1999, p.169) states an pattern selection process comprises some steps such as register up application forms, initial screening, antecedent interview, employment tallys, pen tryouts, written examination, comprehensive interview, background examination/ lengthiness check, medical examinations, and job offer.2.12 Selection ProcessThe selection process is developed to find out the last-place choice, including an interv iew and how it will be carried out, the methods which will be used to prise the candidates, shows that may be used and root and credential checks.Some hotels may give importance to various tests, while others may emphasize interviews and reference checks. Emphasis may be given to both tests and interviews and the HR building block of the hotel has different selection committees for applicants to fill both the lower level and higher(prenominal) level positions.Step 1.Preliminary InterviewThe selection process begins with the preliminary interview. This takes place after the company has used the different recruitment sources and methods to recruit candidates. The preliminary interview is a short interview whereby applicants are asked straightforward questions about their qualifications, experience and salary. It can be conducted face to face, but when there is large number of applicants for one job opening, the interview ordinarily takes place over the phone to save time.Step 2.R eviewing the application livid or tote upThe second step in the selection process is filling out the application blank or giving in your resume. The application blank is normally a measuring rodised form given out by the company in which the applicant must complete with the required information. It is usually filled when the candidate goes for an interview.A resume, also known as a curriculum vitae or CV, is put together by the candidate before the interview and sent to the organisation either by hand, fax or e-mail. According to Luszcz and Kleiner (2000, p.20) the resume should first be reviewed for its overall appearance. Secondly, it should be assessed for the applicants education, training and experience. A good resume should give an organised format which will facilitate in finding the information the reviewer considers important. Thirdly the accomplishments of the applicant must be reviewed cautiously. The reviewer should look for remarkable accomplishments which have min ute and verifiable measurements. Finally the application should be reviewed for education, experience and the ability of the applicant to answer questions clearly (Luszcz and Kleiner (2000, p.20).Step 3.Selection TestsThe decision to test is dependent on the philosophy of the organisation. Extreme care should be taken with regard to the legal implications which may occur if the testing can be interpreted as unnecessary, discriminatory, or not directly related to the skills or physical constraints of the job. interrogation should always be done fairly and consistently. However, it could be costly. The main types of selection test are intelligence, personality, ability, aptitude and attainment tests.Intelligence TestsCushway (2012, p.22) defines intelligence tests as being the oldest form of psychometric test, having been designed in 1905. Nowadays these tests are rarely used for selection purposes. The main disadvantage is that this type of test is attempting to measure something wh ich is very problematical and about which there is much disagreement. It is possible that intelligence tests only measure an ability to do intelligence tests. They have limited application in selection context. aptitude and attainment testsAptitude tests are job-specific tests that are designed to forecast the potential a person has to carry out tasks within a job. They can cover such areas as clerical aptitude, mechanical aptitude, numerical aptitude, and dexterity. Aptitude tests should be well authorized. The standard procedure is to determine the aptitudes required through job and skills analysis and thus a standard test is obtained from a test agency. otherwise a special test is developed by or for the organisation. Hence, the test is given to staff already working on the job and results compared with a criterion, usually managers or team leaders ratings.The test is given to candidates if the kin between test and criterion is sufficiently high. In order to validate the test further, a follow-up study of the job performance of applicants selected by the test is normally performed. The method may be long but without it no real confidence may be attached to the results of any aptitude tests.Attainment testsAttainment tests assess abilities or skills that have already been gained by training or experience. An example is a typing test. It is easy to find out how many words a minute a typist can type and compare that with the standard required for the job (Armstrong 2006, p.466). nature testsPersonality tests attempt to evaluate the candidates personality so as to make predictions about their likely behavior in a role. These tests can provide interesting additional information about candidates which is free from biased reactions that frequently occur in face-to-face interviews. These tests should be utilized carefully.Personality tests can be in different forms, testing, for example, individual traits or characteristics, interests, or values. Others may con centrate on specific workplace behavior. There are debates arousing on the validity of personality tests and variable results were given in some studies, withal they are usually found to be more valid than the standard interview, especially when mixed with other techniques (Cushway 2012, p.22).Psychological testsCharacteristics of a good test5 types of validityPredictive validityConcurrent validity subject area validityFace validityMeasuring validityA criterion-related glide path is used to assess validity. It means selecting criteria against which the validity of the test can be measured. These criteria must reflect true performance at work as accurately as possible.2.4Types of InterviewsOne to one interviewsThis type of interview is maybe the most commonly used method whereby the interviewer questions each candidate about his or her background and experience. The CV or application form creates the basis of the discussion that can flow freely in the direction the parties wish t o go. It allows topics and issues to be explored in depth and the interviewer to probe any particular areas of interest or concern (Dale 1995, p.167).However, the potential drawbacks of this interview are that it can be difficult for an interviewer to probe in depth and remember fully what was said. Note-taking, find and questioning at the same time is not easy. It is also difficult for one interviewer to ensure consistency of treatment between candidates. In addition the process is open to all biases which have been mentioned.Panel InterviewsPanel interviews are widely, and tended to be a trusted method of selecting candidates. Panel interviewsStructured InterviewsThe coordinate approach means that every question has an aim and is designed to bring out information required to assist the selection decision. The questions should aim to explore the requirements which are contained in the specification, explore the issues in the individuals application, and amplify any points that live unclear. (Dale 1995, p.169)It is important that every candidate is asked questions about the same fields in exactly the same way. This ensures that required information is gathered and candidates are toughened consistently and fairly.Competency-based interviewsSituational interviewsInformal interviewsStep 5.Reference and Credential ChecksQuestions should be prepared in advance and used consistently for every reference and candidate, since comparability is important. The list would include questions such as dates of employment, positions held, and attending. Then the interviewer can lead the reference if there is a desire to gain additional information, by request the same question using different wording. Verification of education and college attendance is even important.Luszcz and Kleiner (2000, p.24) have stated that once the reference and credential checks are made, it is essential to compare them as reference checks are made in the final stages of selection and they can a id to confirm conclusions which have already been drawn.Step6.Selection DecisionStone (1998) identifies two ways to approach the selection decision the compensatory and the resultant hurdles approach. The compensatory approach is when all of the selection information is considered together, flourishing or unfavourable, to gain an overall impression. This is a time-consuming and expensive approach. The successive hurdles approach is better if there are minimum criteria that the applicants should meet. By making selection decisions throughout the process the final decision is less complicated. According to Stone (1998), this approach is very economical if there are many applicants as the best candidate can be identified early.The final step of the selection process is when a decision has to be made between the final few applicants. The purpose of the selection process is to provide information and to enable and justify this decision.NotificationEvery candidate should be notified of the decision, regardless of the final outcome after the decision has been made. For those who were not selected, a simple rejection letter can be sent or a telephone call can be made, thanking the applicant for their time and tactfully stating that they were not selected.Making the offerAfter making the decision, the offer should be made as soon as possible, either by telephone or in person depending on the conditions and the philosophy of the organisation. special candidates do not last long in the job securities industry (Luszcz and Kleiner 2000, p.25).Step 7.Physical ExaminationStep 8.Appoint the applicant

Rising Concern On Environmental Issues Marketing Essay

Rising Concern On Environmental Issues trade Essay at that place has been a rising botheration on purlieual issues worldwide nowadays. Ministry of foreign aff ph hotshot lines statistic shows that all over the years, the temperature has been rise be decl be oneself of carbon dioxide trap and thou ho economic consumption gases subscribe affected the worldwide climate. This change ordain affect the quite a pocket-size live all over the world. This also includes nark to piss, health, food and the hearty being of the surround. Todays rentrs pitcher started to realize that their acquire demeanor rattling causality a huge squeeze to the environment. in that locationfore, companies should practice oblation environmentally friendly fruits and service to pack to prevent this world receive worse.Although, Malaysia has undergone an excellent development followed governmental efforts to attract foreign presentor to come and invest for a car park crossing developme nt in Malaysia, the practices of environmental creditworthy behavior atomic number 18 still low among Malaysian consumers.An example of the overleap of environmental responsible behavior is shown in an article in Bernama whereby drivel thrown by one of the state in Malaysia residents is the primary(prenominal) cause of river pollution in the state. check to a survey which was conducted on cable by planetary market insight and information group, on the prospect of eco-friendliness of habits and behaviors only 8% of Malaysian respondents responded that they thrust changed their behavior in a grea running play deal to get the environment.In addition 83% respondents describe that their views on a companys and their Colleges friendliness to the environment would bend their purchases of products and services. at that placefore, accommodateing the determinants of generation-Y consumers verdure purchase behavior impart be definitely benefit potassium marketers. Generation-Y (also known as a millennial) is defined as A tag attributed to people born during the 1980s and early 1990s. Members of Generation Y be often referred to as echo boomers because they be the children of parents born during the baby boom (baby boomers). Because children born during this era period have had constant access to engineering (computers, cell phones) in their youth, they have required more employers to update their hiring dodge in articulate to incorpo grade updated forms of technology. In a simple word, generation-Y grew up with a technology and relies on those involvements to perform their job and their task.In addition, when dismissal through a literature review in Malaysian context, in that location are still a gap existed between environmental cognition, bearing and behavior towards light- spirtness product. Said et al. (2003). Even though employees that have vast fellowship just about viridity products in ISO 14001 certified organizations not necessa rily would grease ones palms a super C products.Therefore, computes those typeset and affect consumer oddly Generation-Y to purchase a dark- parkish product would be worth to encounter out.1.1 BACKGROUND OF THE questionNowadays its nearly impossible to go shopping without finding a plethora of products that claim to be environmentally and consumer friendly. Oddly enough, many tatty and eco-friendly substances, such as vinegar, have been used for years as dwelling cleaners. Whether you buy a green cleanup spot product at a store or use something on hand in your pantry, you cigarette reap the benefits of choosing products that are gentler on you and the environment. Environment is defined as what surrounds a thing or an item or in other delivery it means the surrounding. It could be a physical element which is physical environment, that includes the strengthened environment, inborn environment such as song, water, land, atmosphere and etc or it could be human enviro nment where people surrounding the item or thing which also known as the social environment. Today environment is get worst and worst. Many environmental issues arise. Environmental concerns have been growing in juvenile years. One of the examples of environmental issue is global heat. Global warming and climate change refer to an accession in average global temperatures. Natural events and human activities such as impetuous garbage and un appointed are conceptualised to be contributing to an increase in average global temperatures. This is caused primarily by increases in greenhouse gases such as light speed Dioxide. The greenhouse military force keeps the earth warm when functioning normally. For the first time in history, human activities are altering the climate of our entire planet. According to (Jack, 2010), in less than 2 pennyuries, humans have increased the integrality amount of carbon dioxide in the atmosphere by 25% from the burning of fossil fuels and the destr uction of forests. In addition to the inhering fluxes of carbon through the Earth system, human activities, pointly fossil fuel burning and deforestation, are also releasing carbon dioxide into the atmosphere (The Carbon Cycle the gracious Role, Earth Observatory, NASA). displace green product is define as a product products that produce limited carbon footprints they may require fewer resources to produce, consume less energy or emit fewer hazardous emissions.Green product is also a product that is non toxic, water-efficient, and also recyclable and biodegradable. There are many green products that have been produce for people in the market. For example home cleaner. Phosphate-free dishwasher and laundry detergents are green because they do not discharge environment-damaging phosphates into waterways. Other examples of green cleaning products are those denominate certified biodegradable these have passed several(prenominal) stringent tests relating to biodegradability and env ironmental impact conducted by an in leechlike certifying agency. According to Consumer Reports, the certified biodegradable label is to a greater extent(prenominal) meaningful than a general biodegradable label. Glass and metal cleaners, kitchen and backside cleaners, and laundry detergents are products that might carry this label. According to EPA (Environmental Protection Agency) research, the air inside the typical home is on average 2-5 times more polluted than the air just alfresco its walls. For the nigh part, indoor air pollution is created by the use of toxic chemical products like household cleaners. An EPA report state that indoor air pollution is one of the nations most substantial environmental health troubles. The EPA also concluded that household cleaners are 3 times more likely to cause genus Cancer than air pollution. Walk down the cleaning product aisle at the supermarket and notice the strong toxic odors, even though the packages are tightly sealed so they dejectionnot leak. Those same vapors re important in a well sealed home. A 15 year strike compared women who worked outside the home and those who did not. They found a 54% taller death come out from cancer in the women who stayed home. The study concluded that the increased death rate was overdue to daily exposure to hazardous chemicals found in anyday household products. What is not being reported are the slow poisonings that bechance in every home from continual exposure to household cleaning chemicals. A report by the Consumer Product Safety Commission found that 150 chemicals commonly found in homes have been linked to allergies, return defects, breast cancer, testicular cancer, prostate cancer, declining sperm counts, and psychological abnormalities.Generation Y are the cool generation, they embrace blemish and live in the newfound world of digitize communication. Thus that might be absorbing to find their perception and their level of awareness towards environmen tal issues that the world is facing nowadays. Gen Y has grown up in a very structure, busy and over planned world. Also, Gen Y is made up of confident, optimistic young people who feel valued and wanted. In a article of science daily, Gen-Y is a people that entrust go all the way when it comes to saving the environment as long as it benefit to world economic and environment. They are maturing into a pragmatic generation that wants to do the right thing for the environment but also has real economic concernsPROBLEM STATEMENTConsumers or practically customers are the sellers and buyers that boost the countrys economy. Therefore, many smasheds are actually putting many efforts in sound out to attract more customers because these customers create businesses opportunities and grow profits to them. As the world nowadays facing so many problems regarding to a environmental issue, the consumers and their attitudes or behaviors to purchase a green product are the important factors to be considered. Consumers nowadays have more choices due to the effect of globalization. They entrust prefer the function of the product earlier than the brand or whatsoever to ensure a healthier future.To determine the current level of consumers alternatives towards the green products.To determine what are the determinants or factors of consumer preferences towards the green product.To determine the consequences or effects of consumer preferences towards the green product.RESEARCH OBJECTIVEAwareness towards environmental issue that the world nowadays facing play a major role encourage people to purchase a green product. Thus, this study is attempts to relate on the various variables that influence consumer especially generation-Y to purchase a green product. The objectives are as the following* To study the factors affecting the consumer especially Gen-Y to purchase green product.Gen-y is a new generation and It is crucial to get a line as they are more advance and modernize. T hus, several researches have been conducted in social club to represent consumers in a way that how they behave, and what are the factors that cause them to behave or react to the responses of the products. Leading factors such as bell and forest are always the top concerns to the consumers. Product attributes exit conduce the effects of legal injury on quality judgments. Partial of the consumers may focalization on buying low prices goods and neglect the quality of the products. This group of consumers takes the price as a measure of sacrifice. For instance, consumers take the price served as the benchmark for comparing utility gains from the quality of the product. One the other hand, some service of the consumers go away be willing to pay a premium price for the quality and function of the products, as they are very sensitive to the signals of the quality of one product. Thus, it is commit that this study will contribute further to the misgiving of factors of price and quality that may lead to the consumers prefer for a green product* To understand the awareness level of people about Go Green campaign.Nowadays, there are many environmental campaign have been organized by a government and private sector. This campaign is aim to encourage people to more concern about the environment. Thus ,it is hope that this study will explore how people react to a environmental campaign and what is their level of awareness about the awareness campaign.* To examine the benefit for people involvement in Go Green program.We might be asking, how we will benefit from getting intricate in this environmental campaign. Well, tardily there has been an increase in events directly related to the availability of natural resources. For example energy shortages that resulted to load shedding, change in weather patterns and water shortages. As a result, civil society is recognizing the need to manage our natural resources more effectively and responsibly. In doing so, we can ensure positive effects on our health, quality of life and even the cost of living. Thus, this study will care people to getting known more about what they will gain if they participate in the environmental campaign.*To discover what consumer perception towards green product green product.In curiosity to strike what are the main components or criteria that consumer especially gen-Y are looking forward in order to purchase a green product. It is true that each and every one of us are special and unique in the way we are, thus, every consumer has their very own perception in purchasing a green product. Different people from unalike backgrounds may have different perceptions on these products. In addition to that, different demographic groups may have different perceptions to this kind of product as well. Thus, this study will help to identify whether the consumer especially gen-y prefer to buy a green product or not to safe a mother of earth.1.4 SIGNIFICANCE OF STUDYThis study is crucial as there are a lot of green products have been selling nowadays. Obviously, when we talk about green product, the price for that particular item might be so expensive. The study on factors affecting consumer especially Gen-Y buying a green product may spare us to know in depth why are front efforts taken does not produce as it is thought it would be. Based on the study conducted, motivations towards the environment, companionship on green product, social norm, awareness and self-image have an impact on the consumer especially Gen-Y buying a green product. regime may need to enhance its program in educating people green product. New and more interesting Go Green program and manner is a definite necessity in motivating people to increase their interest/awareness on a green product and indirectly motivates them to purchase it.1.5 SCOPE OF STUDYThe research focus on students in Multimedia University (MMU) Melaka campus which comes from various demographic backgrounds su ch as the faculty, ethnicity and nationality. The focused respondents are a great resemblance on the exact population in Malaysia.1.6 ORGANIZATIONAL OF RESEACH1.6.1 Chapter 1 IntroductionRegarding this chapter, it introduce the background of this research such as why do people trade in order to get imported goods from other country. Thus, this will create a preference among the consumers locally and abroad to consume and purchase foreign made products. These sections will explain in details in the of consumers preferences from the Malaysian perspective and as well from the global view for foreign made products. This chapter also ac acquaintance the problem statement and the research objectives for this research. Finally, the justification of the research will help to justify the benefits and those who will gain in this research.Chapter 2 Literature appraiseA thorough study will be conducted on the mutualist variable and free-living variables. The main purpose for this chapter i s to weigh the pros and cons of the topic and to discuss in details on the ideas and knowledge pertain. In this chapter, every rendering of the dependent variable and independent variables will be cited from the journals in order to strengthen every point mentioned. Several of arguments and various points of views from different authors in order to provide a stronger formation of each point can be founded in this chapter. In addition to that, this chapter explains the consanguinitys on several independent variables relate to the dependent variables.1.6.2 Chapter 3 Research MethodologyResearch methodological analysis is usually conducted after the thorough study of literature review. In this chapter, theoretic framework will be form to illustrate the relationships between the dependent variable and the independent variables. Hypotheses or a proposed explanation which were made on the basis of limited evidences will explain the relationships between two or more variables. All the hypotheses say will be tested unneurotic with empirical data. This chapter also includes the description of the sampling data, data collections and as well as the development of the questionnaire for this research.Chapter 4 Data AnalysisAfter questionnaires are collected from all the respondents, then few tests will be conducted to test on the validity and reliability of the results. The responds of the questionnaires from the respondents are represented by a set of numbers that symbolize their own significant meanings. Whereas the tests that will be carry out are to analyze the responses from the respondents so that it will generalize to a stronger conclusion at the end of this research.Chapter 5 ConclusionThis chapter will provide the final outcome of this research. Thus, the final results will be explained and we will be able to identify how the exact hypotheses that formed earlier are hold.Chapter 2 Literature ReviewIn a general definition, green product is known as an eco logical product or environmental friendly product. Shamdasami et al., (1993) in their research defined green product as the product that will not pollute the earth or bemoan natural resources, and can be recycled or conserved. Green product is a product that has more environmentally sound content or publicity in reducing the environmental impact (Elkington and Makower, 1988 Wasik, 1996). In other words, green product refers to product that incorporates the strategies in recycling or with recycled content, reduced box or using less toxic materials to reduce the impact on the natural environment. Krause (1993), found that consumers will becoming more implicated about their habits and the impact on the environment. The consequence of this is that some of the consumers translated their environmental concern into actively purchasing green products commitment (Martin and Simintiras, 1995). Todays teenagers are concerned about environmental problems (Lyons Breakwell, 1994 Lee, 2008). S tudies have shown that youth are more concerned and more informed about environmental problems than the adults (Van Liere Dunlap, 1980 Diamantopoulos, Schelemilch, Sinkovics, Bohlen, 2003), and teens who consider they to be well-educated about environmental issues tend to report higher levels of concern (Lyons Breakwell, 1994).There are many reasons and factors that affect consumer especially Gen-Y to buy a green product. Concern for the environment is perceived to be important in back up consumer to participate in green program and also buying a green product. Research finding insinuate that, moral concerns determine several curtailment behaviors (Goldstein et al., 2008 Hage et al., 2009 Thgersen, 1996). However, studies on the influence of moral concerns on consumer high involvement buying decisions with environmental implications are rare (Thgersen, 1999). This is a problem since overlooking an influential determinant might hinder or armed robbery successful diffusion of environmentally friendlier products and innovations. Other researcher also revealed that contempt expressing concern towards the environment the consumers were unwilling to purchase or pay a higher price for environmentally friendly products (Jay, 1990 Ottman,1992 Schlossberg, 1991). A more recent report by the RoperASW (2002) produced somewhat disappointing results with overall environmental concern among the general population on a decline with 59 per cent of the general population not even thinking of participating in environmentally friendly activities. Kristensen and Grunert (1991) said the levels of general environmental knowledge among consumers have increased importantly over recent years. This may have been expected, since a number of new green product lines have been introduced in a market. (Bohlen et al., 1993).Knowledge and attitude towards environment are very important to influcence consumer especially Gen-Y To buy a green product. There is a general depression amon g the researchers and environmental activists that through purchasing environmentally friendly products or green products, products with recyclable packaging or properly disposing of non-biodegradable garbage, consumers can contribute significantly to improve the quality of the environment (Abdul-Muhmim, 2007). The quality of the environment depends critically on the level of knowledge, attitudes, values and practices of consumers (Mansaray and Abijoye, 1998). Attitudes are the most consistent explanatory factor in predicting consumers willingness to pay for green products (Chyong et al., 2006). This means that price is not the main factor in preventing consumers from purchasing green products if they are pro-environment. Researcher also found that Influencing consumer behaviour is a complex and difficult task requiring knowledge of its determinants. consumer knowledge and attitudes are determinants of behaviour (Engel et al., 1993), many researchers have attempted to understand the relationship between purchase behaviour and knowledge /attitudes. The studies from those by Arbuthnott and Lingg, (1975) Geller (1981) Maloney and cover (1973) Muller and Taylor (1991) and Schahn and Holzer, (1990) have shown that environmental knowledge has little impact on purchasing behaviour. However, Dispoto (1977) concluded that environmental knowledge was a good soothsayer of environmentally sensitive activity. Grunert (1993) found that knowledge of the benefits of a green products use on the environment may have an impact on whether or not that product is purchased and used. Arbuthnott and Linggs (1975) in a study of environmental behaviours, knowledge and attitudes, suggested that environmental knowledge acts as a mediating variable for environmental attitudes and behaviour. Synodinos (1990) utter that more positive attitudes may result by increasing knowledge about environmental issues (p. 168). Cohen (1973) found that groups of students who were taught courses with a high environmental content, i.e. were stipulation more environmental knowledge, had different attitudes toward the environment than the control group who were taught courses with a low environmental content. Maloney and Ward (1973) found that the attitude of consumers towards environmental security was significantly more positive than their knowledge of environmental problems. They also stated that despite its current popularity, the average person appears to know very little about ecology (p. 585). Dispoto (1977) made similar conclusions, stating that subjects were more emotionally involved with the environment that knowledgeable about it (p. 457). When translating these results into the context of green product lines, these findings would suggest that consumers will have a positive attitudes towards green product lines without actually knowing how they impact on or preserve the environment. Certain theorists believe that personalised norms are the attitudinal factor seen as cl osest to actual behavior. In relation to green activities, the personal norm reflects a moral cartel to act in an environmentally responsible manner. A key confidence is that personal norms develop through the formation of a consistent personal value system that also incorporates social norms. Several researchers have found personal norms to accurately predict green consumer behavior.Studies have also investigated the effect social influence has affect consumer especially Gen-Y purchase green product.The interest in green initiatives is not expected to emanate only from out-of-door impositions and inducements but also from the internal sense of responsibility of a unswerving towards the society in which it exists. For green issues, such sensitivity is intensified by increasing environmental problems such as global warming and pollution. such(prenominal) problems may also raise awareness and interest of a firm to behave in a more socially responsible manner and reflect an image o f due diligence and commitment to sustainability. Green purchasing is primarily motivated by a certain degree of consumer ecological consciousness. Frey and Stutzer (2006) identify a number reasons behind environmental motivation inner motivations, altruism, internalized norms and social norms. Social norms lead individuals to take into consideration the opinions of the other members of society when choosing a green product over another if they think that their acquaintances applaud of green product purchase and disapprove of standard product purchase, there are encouraged to buy green products. (Ewing, 2001) Social norms are an important motivator of ecologically responsible behaviour The strength of the normative influence of the consumers family and social groups on purchasing decisions depends on the characteristics of the product (e.g. luxury rather than a necessity, publiclydisplayed or used in private), the susceptibility of theindividual consumer and the coercive origin o f the group to which the consumer belongs (Hoyer and MacInnis, 2004). Self image is the conception one has of oneself. Study in marketing influence on consumer purchase decision on green product, self-images was influencing green behaviours. This agrees to Lee(2008) finding on concern for self-image as the third forecaster of her study. Apart from behavioral aspects, numerous studies have also looked at the relationship between demographic and socioeconomic variables and purchase green product involvement. Kinnear, T. And Taylor, J. (1973) stated that there has been no signicant link found between demographic segmentation and green purchase. This could be due to the notion that different groups of people relate to different parts of the environmental agenda Peattie, K. (1995). There have been contradictory results of younger and older age groups concerns about environmental issues Peattie, K. (1995). There is, however, a belief that environmental concern is directly related to a co nsumers level of education Balderjahn, I. (1988). Based on four surveys, Hines et al. found no relationship with gender.

Application of the marketing mix

Application of the merchandise varietyingINTRODUCTIONThe merchandise sashay is among the most widely accepted selling concepts in the world of craft (McCarthy 1960 Bartels 1983 Shapiro 1985). However, over the years the merchandiseing salmagundi has amaze under glowing scrutiny from both academics of the market discipline and practitioners alike. This feeling was captured by Constantinides when he statedFew topics of the commercial theory have so intensively inspired as well as divided the trade academe as the 4Ps selling Mix framework (Constantinides, 2006 p.407)This essay aims to sarcasticly prize the relevance of the merchandising cockle for the current merchandise approaches. To accomplish this, an overview of the selling mix is given. This is followed by an exploration of well-nigh of the contemporary approaches to market which pass on lead to a consideration of the line of credits in support of the trade mix and the criticisms against it. Finally, in the light of the arguments and criticisms the relevance of the marketing mix for contemporary approaches to marketing will be appraised.OVERVIEW OF THE MARKETING MIXThe marketing mix force out be defined as the manageable and tactical marketing excessivelyls that the starchy combines to arrive at the desired response in its target market. It comprises all the measures the trustworthy can employ to stimulate the demand for its goods and/or service (Kotler and Armstrong, 2008). The eventual(prenominal) goal of whatsoever firm is to create a product or service that will be perceived as unique in the eyes of prospective consumers so that they will prefer it to different competing brands. In creating this unique selling pro model (USP), the marketers can blend four elementary ingredients in a number of unlike ways to obtain different results. These four ingredients be usually referred to as the 4Ps and comprise- product, price, place (distribution) and promotion (Baker, 200 7).Costantinides (2006) and Gronroos (1994) distinction the origin of the marketing mix to the 1960s when Neil Borden identified twelve controllable marketing components that would yield profit if properly managed. Borden considered the marketing mix to be a concise, realistic and vivid expression of the admixture of the marketing ingredients, techniques and processes elect by a marketing manager to create a marketing plan (Banting and Ross, 1973 Waterschoot and Van den Bulte, 1992). It was later reduced to four factors by Jerome McCarthy (McCarthy, 1964 cited in Constantinides, 2006) and this simplified version became the most widely accepted commentary of the marketing mix (Judd, 2002). The 4Ps marketing mix commanded utmost respect in the minds of both marketing scholars and practitioners for decades that in the words of Gronroos (1994) and Kent (1986) it was considered heresy to challenge its position as the basic foundation of all marketing thinking. This belief powerfully re inforces the dominance of the marketing mix during this period and suggests that there was a pack for a theory that could be utilise for the solution of most marketing management issues.According to Harker and Egan (2006) certain economic conditions opend to the perceived superiority of the marketing mix icon. Harker and Egan (2006) opine that a key feature of the United States domestic market after the Second World War was homogeneity of products which resulted in increased demand for standardised consumer products and the rise of the USA as the predominant marketing culture. The demand, notwithstanding, there was consume to ensure that consumption matched output (Packard, 1957 cited in Harker and Egan, 2006). Thus, a formal and reliable marketing approach was required to allow for this fit (OMalley and Patterson, 1998). The popularity and dominance of the marketing mix epitome was further enhance by its simplicity and ease of communication (Waterschoot and Van den Bulte 19 92 Constantinides, 2006 Harker and Egan, 2006).From the preceding(prenominal) submission, it can be argued that the marketing mix range of a function was borne out of necessity- a necessity for a simple, realistic and reliable framework that could be applied for the solution of general and specific marketing problems that arose in that era. Considering the under-developed marketing build and knowledge gap that existed at that time, the formulation of the 4Ps marketing mix paradigm could not have come at a better time. Thus, it goes without manifestation that the relevance of its practise to the transactional marketing approach- the primary approach to marketing in the 20th snow-is indubitable.However, due to the shortcomings of the transactional approach to marketing, there was the need for a paradigm shift key from a product-oriented approach to one that focused on the customer. Thus, the academia and marketing practitioners began to question the efficacy of the marketing mix framework as the answer to all marketing problems. The 4Ps were considered too narrow to adequately organize the many aspects of marketing management and laid excessive emphasis on the product and processes with little or no thought for the customer. The increased mundanity of customers and the dynamic nature of the duty environment meant that boldnesss had to adapt regularly to the alterations that hail in the environment or risk losing market share with the offspring of possible liquidation. This situation led to the emergence of several groundbreaking marketing approaches that shifted attention from the product to the customer thereby ushering in the era of market orientation.Some of the contemporary approaches to marketing that emerged as a response to the straight evolution of the business environment include kind marketing, Interaction marketing and Network marketing (Constantinides, 2006 Coviello et al, 1997 Gronroos, 1997). These modern approaches demanded a r e-thinking of the marketing process in order to achieve effective and efficient slaying. Based on this need for a re-definition of the marketing process, it was inevitable that the marketing mix paradigm would come up for debate with regards to the relevance of its application to the aforementioned marketing approaches. blood marketing involves the development and maintenance of mutually satisfying exchange relations with customers and other parties at a profit, so that the objectives of all the parties are make (Gronroos, 1994 Baker, 2007, Coviello et al, 1997). The implication of this view acid is that every presidential term must co drop dead with other parties within its business environment and beyond in order to achieve its ultimate aim. The 21st century market is replete with opportunities and challenges that were relatively unbeknown(predicate) in the 20th century. To harness the opportunities and overcome the challenges effectively and efficiently entails building up a l ong-term descent with the customers and all other stakeholders that straightaway or in treatly influence an organisations trading operations. This situation suggests that certain changes would have to move on in the organisations overall business processes, especially the marketing processes, to ensure a seamless implementation of relationship marketing.Gronroos (1994), Gummesson (1994, 1997) and Goldsmith (1999) argue that firms practising a transactional marketing approach stand to benefit most from a traditional marketing mix approach because of the absence of personal interactions with their customers and emphasis on hand markets. However, the marketing mix tends to be restrictive for a relation-oriented firm. The most epochal customer interactions from a marketing success perspective are outdoors the scope of the marketing mix and marketing specialists. The customer decides whether to maintain business relations with a firm based on the effect of his/her contacts with th e people, technology, and operations and other non-marketing functions. This position is back up by Ailawadi et al (2001) who doubt the shock absorber of promotion and advertising as marketing tools for customer retention. This proposition suggests that the customers interactions with any firm transcends the marketing functions and includes all indirect transactions with the non-marketing functions within the firm. Relationship marketing advocates the inclusion of all the functional units in any organisation towards creating cheer for the customer. The effective and efficient implementation of this customer-oriented approach requires that certain critical changes follow within the organisation. These requisite changes will cut across the on the whole organisation, but will focus more on the marketing functions because of the direct and frequent interactions with the customers. The change in the marketing functions will lead to a complete shift or modifications in the methods to ols adopted by the organisation in creating value for the customer. This, invariably, would necessitate a review of the organisations marketing mix. such reviews have surfaced in Kotlers redefinition of the 4Ps to the 4Cs namely, customer solution, customer cost, convenience and communication (Kotler et al., 1999 cited in Kruger et al., 2003 and Ashcroft and Hoey 1999). This redefinition suggests a shift from the era of product-orientation to customer-orientation which is the essence of relationship marketing. However, it excessively suggests that the marketing mix is still relevant but there is need for some modification to suit the dynamic marketing environment. Judd (2002) proposes an expansion of the 4Ps marketing mix by including the employees of any organisation as the fifth P. This view heading is supported by the fact that the employees are an integral part of any organisation. They are the point of contact between the organisation and its customers. However, like Kotlers 4Cs, this proposed expansion of the 4Ps to 5Ps also points to the relevance of the marketing mix, but with some modification to suit appropriate markets. This argument is supported by Groonroos (1994) when he opines that relationships do not operate in isolation. Relationships function in combination with the other marketing tools already in operation within a given organisation in order to successfully create value for both the customer and the organisation. The application of the traditional marketing mix elements of product, price, promotion and place would be required at some point in the interactions between the customer and the organisation. This vantage point implies that, notwithstanding the criticisms of the traditional marketing mix paradigm, its elements still contribute in one way or the other in the effective implementation of the relationship marketing approach.Criticism of the marketing mix has also arisen in the area of companionable marketing. Murphy et al., (19 78) argue that the implementation of certain marketing strategies is unethical especially in the area of packaging, promotion, price and distribution channels. This argument tends to suggest that the marketing mix is responsible for the unethical practices that whitethorn occur during implementation. However, responsibility for the implementation of the marketing mix is within the purview of the marketing and non-marketing functional units within the organisation. They are responsible for any unethical practices that may occur in the course of implementing the marketing strategies and not the marketing mix.Also, the marketing mix has been applied by social marketing in the human race health sector. Montoya et al, (2005), Pirani and Reizes (2005) and Grier and Bryant (2005) agree that the application of the marketing mix is essential in the purpose of social marketing in public health. The elements are combine in different ways to bring about the desired change in the target marke t.Attempts have been made to incorporate the marketing mix theory into other non-marketing sectors. Lees-Marshment (2001) suggests that political parties have adopted a marketing-orientation with large electoral success. Lloyd (2003) suggests the application of the marketing mix to the political arena by recommending the development of a political marketing mix that comprises five components namely, services offering, re lay outation, accommodation, investment and outcome. The implication of the aforementioned suggestions is that the marketing mix can contribute enormously to the smooth operation of political parties in particular, and the government in general.CONCLUSIONThough the marketing mix has been criticised as being too narrow and product-oriented, it is still relevant in contemporary marketing approaches. As has been discussed above, there is need for some modifications in the mix portfolio. Redefinition of the marketing mix does not reduce its relevance it only serves to shift its focus to the modern trends in the market place. Also, the relevance of the marketing mix is reinforced by its application to non-marketing sectors such as political relation and the public health sector. This shift suggests that with the right modifications, the marketing mix can be applied in any area of human endeavour.REFERENCESAilawadi, K. L., Lehmann, D.R. and Neslin, S.A. (2001), Market response to a major(ip) policy change in the marketing mix learning from Procter Gambles value pricing strategy. Journal of marketing, Vol.65, no1, pp.44-61.Ashcroft, L. and Hoey, C. (2001), PR, marketing and the Internet implications for information professionals. Library Management, Vol.22, No. 1/2, pp.68-74.Banting, P.M. and Ross, E.M. (1973), The marketing mix a Canadian perspective. Journal of Marketing Science, Vol.1, No.1, pp.1-11.Bartels, R. (1983), The development of marketing thought. Ohio Grid Publishing.Constantinides, E. (2006), The marketing mix revisited towards the 21st century marketing. Journal of Marketing Management, Vol.22, pp.407-438.Coviello, N.E., Brodie, R.J. and Munro, H.J. (1997), Understanding contemporary marketing development of a classification scheme. Journal of Marketing Management, Vol.13, No.6, pp.501-522.Goldsmith, R. (1999), The personalised marketplace beyond the 4Ps. Marketing Intelligence and Planning, pp.178-185.Grier, S. and Bryant C.A. (2005), Social marketing in public health. Annual review article Public health, Vol.26, pp.319-339.Gronroos, C. (1994). From marketing mix to relationship marketing towards a paradigm shift in marketing. Management Decision, Vol.32, N0.2, pp.4-20.Gronroos, C. (1997). From marketing mix to relationship marketing towards a paradigm shift in marketing. Management Decision, Vol.35, No.4, pp.322-339.Gummesson, E. (1994). Making relationship marketing operational. International Journal of Service Industry Management, Vol.5, No.5, pp.5-20.Gummesson, J. (1997). Relationship marketing as a pa radigm shift some conclusions from the 30R approach. Management Decision, Vol.35, No.4, pp.267-272.Harker, M. and Egan J. (2006), The past, present and future of relationship marketing. Journal of Marketing Management, Vol.22, pp.215-242.Judd, V. (2002). Achieving a customer orientation using people-power, the 5th P. European Journal of Marketing, Vol.37, No. 10, pp.1301-1313.Kent, R.A. (1986). Faith in the 4Ps an alternative. Journal of Marketing Management, Vol.2, No.2, pp.145-154.Kotler, P., Armstrong, G., Saunders, J. and Wong V. (1999), Principles of marketing. London scholar Hall.Kotler, P. and Armstrong G. (2008), Principles of marketing. New Jersey Pearson Prentice Hall.Kruger, C.C., Lu, N. and Swatman, P.M.C. (2003), Success factors for online music marketing- e-transformation from the four Ps to the four Cs, pp. 1-16.Lees-Marshment, J. (2001), The marriage of politics and marketing. political studies, Vol.49, 692-713.Lloyd, J. (2003), Square peg, round hole? Can marketing- based concepts such as the product and the marketing mix have a useful role in the political arena?. pp. 1-24.McCarthy, E. (1960), Basic marketing A managerial approach. Illinois Irwin.Montoya, J. A., Kent, C. K., Rotblatt, H., Mccright, J., Kerndt, P. R., and Klausner, J. D. (2005), Social marketing campaign significantly associated with increases in syphilis interrogation among gay and bisexual men in San Francisco. Sexually Transmitted Diseases, Vol.32, No.7, pp.395-399.Murphy, P. E., Laczniak, G. R. and Lusch, R. F. (1978). good guidelines for business and social marketing. Journal of the Academy of Marketing Sciences, Vol.6, No.3, pp.195-205.O Malley, L. and Patterson, M. (1998). Vanishing point the mix management paradigm re-viewed. Journal of Marketing Management, Vol.14, pp.829-851.Pirani, S. and Reizes, T. (2005). The turning point social marketing national excellence collaboration integrating social marketing into routine public health practice. Journal of Public Health Management, Vol.11, No.2, pp.131-138.Shapiro, B. (1985). Rejuvenating the marketing mix. Havard Business Review, pp. 28-34.Van Waterschoot, W. and Van den Bulte, C. (1992). The 4P classification of the marketing mix revisited. Journal of Marketing, Vol.56, No.4, pp.83-93.

How Is Naturalism Depicted English Literature Essay

How Is realism Depicted English Literature searchNaturalism is an artistic move drillforcet that rose a nifty logical argument amongst artists and roots. One of them was John Steinbeck, however m both occasions d bed categorize him as pr boutical(prenominal) writer. Even he asserted that he did non grapple just about genre. I slang on that pointfore decided to answer this interrogation question How is Naturalism show in the reference point Lennie from the short falsehood Of mice and men of John Steinbeck?This qualitative descriptive extended shew be pines to the household of guards. In this es put, I examine Naturalism and explain its antecedent and feature films. From amongst those characteristics, I then analyze Lennies characterization and demonstrate the cultivate of Naturalism on it. For that campaign, I divide my analysis into six parts, which do non solo comprise a literary analysis of narrative resources and literary devices, neertheless deal wise they include a deep stylistic analysis that uses the risible language usage to explain Lennies characteristics.Thus, I demonstrate Lennie is a character that mirrors many realistic reports. One of them is the realness of Lennie, which depicts the objectivity naturalistic writers are supposed to ware. Moreover, I explain how Lennie is a token of the naturalistic pedagogy that regards pityings as vulgar creations. Likewise, I then argue that Lennie has no free pull up stakes and acts afterwards existence influenced by his milieu or his deliver unmannerly instinct, masking once more a naturalistic idea of determinism. Finally, after evidencing that George does non attri savee any responsibility to Lennie for his destructive actions, I prove an new(prenominal)wise naturalistic statement that forbids authors from showing any kind of honorable conception.TABLE OF CONTENTSINTRODUCTION p.4CHAPTER 1 emphasise to literary Naturalism p.5CHAPTER 2 Naturalism in the cha racter Lennie from Of mice and men p.7 pictorial characteristics of Lennie p.7Primitive behaviour of Lennie p.8Animal Behaviour of Lennie p.9Influence of the environment on Lennie p.11No free will in Lennie p.12No honorable fancy on Lennies behaviour p.14CONCLUSIONS p.15BIBLIOGRAPHIC REFERENCES p.16INTRODUCTIONNo dubiety John Steinbeck was a hard-to-categorize author. Many authors have regarded him as a realistic and a sort of romanticism writer whereas others state that he is a naturalistic writer. Steinbeck emerged from a gentlemans gentleman of Experimentalism in which new forms of aesthetics and propositions were being created and mixed. Moreover, this author declared, in hotshot of his allowters, as cited by Fredik Eliasson1, that he did not care about genre and, in another integrity, that a writer ought to do all work himself, avoiding taking advice from others.In the meantime, Ameri raise Naturalism was a literary movement rising a great leaning between scholars. Darw ins ideas ca apply a large disceptation, in which many throng follow and argued in favor of Naturalism. Then, in a world heading for globalization, wherefore would John Steinbeck avoid being influenced by others?Given the context, I have formulated the future(a) research problem How is Naturalism depicted in the character Lennie from the clean Of mice and men of John Steinbeck? Throughout all this work I will try to answer this question. Therefore, it will be really important to stress that this qualitative-descriptive extended es conjecture will not just now focus on discovering what naturalistic characteristics are depicted in Lennie, entirely also on what devices Steinbeck use to let Lennie convey those features. Moreover, I would stigmatise this research as important because this work will not except focus on imagery and descriptions in the refreshed, but also there will be a stylistic analysis, which will be often better than a merely isolated literary analysis.In this essay, I will show how Steinbeck conveys approximately naturalistic ideas through the character of Lennie of his novel Of mice and men. In the first chapter, I will examine what Naturalism is and what its characteristics are. after(prenominal) this brief definition, I will discuss how John Steinbeck conveys naturalistic ideas in the characterization of Lennie, for which I will divide this analysis into six parts. aft(prenominal) that, I will make some conclusions about it.CHAPTER 1 scene to NaturalismNaturalism is a literary movement that took place between the late 19th century and the middle 20th. It stems, according to the The Oxford companion to Ameri sack literature2, from French literature, in which mile Zola was the outstanding figure. This author wanted to form a literature ruled by science, that is, a literature that was not going to be an art anymore, but a science. He explicated his theory, as cited by Fredik Eliasson3, in his vast study Les Rougon-Macquart, in which human beings are regarded as human beasts and he asserts that they nookie be sewervas through their kinships to their environment.The previous ideas were on the basis of the philosophical doctrine of biologic and kind determinism4. On the ane devolve, the former derived from Charles Darwins theory of evolution. Although he neer applied his theories to human behaviour, they were used to examine how ones situation was determined by biological aspects5. On the other hand, the latter was influenced by the ideology of Marx, which pottyvased the social and political situation of Ameri tail end urban life6.As fructify before, naturalistic works were basically defined by determinism. It stated that people are retainled by their instinct, their passions and their social and economic environment7. Therefore, humans should be considered as if they did not have free will. Furthermore, determinism, as established by Kathryn VanSpanckeren, denies religion as a motivating force in the world and instead perceives the universe as a machine, godless and out of soften8.Then, due to the lack of free will, it would make no sense to valuate human behaviour, for humankind does not gagae decisions by itself. Zola, in his essay The experimental novel, cerebrate the scientific method to literary works. He state the experimental novelist is therefore the one () who does not interpose his personal sentiments9. Thus, novels had to be as objective as possible because naturalistic writers were supposed to adjure a scientific view of realness, in which neither an illusion nor a moral judgment had to be included10.Among themes in Naturalism, the literary amateur Walcutt could recognize four themes Determinism, survival, violence and taboo11. The theme of determinism has already been explained. The theme of survival stems from the application of determinism to biological competition, which points out men can, due to their origin in zoologys, behave a analogous(p) them . The theme of violence is related to survival, because as everybody tries to survive, they have to damage each other in ordering to outlive. Finally, the extreme theme is taboo, which includes sex, disease, bodily functions, obscenity and depravity.On the whole, Naturalism regards humans as beings fated to obey their natural instinct and environment, depicting a reality in which they can not be criticized. Taking the information addicted into account, in the next chapter it will be seen that realism, which is result of objectivity, primitive and fauna characteristics, environmental influence and the lack of free will and moral judgment will be used to analyze the characterization of the character chosen.CHAPTER 2 Naturalism in the character Lennie from Of mice and menOf mice and men is a playable novel of John Steinbeck published in 1937. This author was the winner of a Nobel Prize in literature thanks to his novel The Grapes of Wrath. Of mice and men is cognize on account of its themes of friendship and American dream. The two main characters are Lennie and George. In the by-line sub-chapters, I will focus on Lennie, a round and static character that is mainly characterized by indirect characterization.Realistic characteristics of LennieOne of the main and notable characteristics is the representation of reality. John Steinbeck takes advantage of descriptions and lyric in order to present how the people of those times were. Thus, he is also stressing the objectivity of Naturalism, which states that everything has to be described as it is in real life. introductory of all, since the third-person narrator is omniscient, the novel becomes more objective. Furthermore, the use of a description of Lennies dress, abandoned in the opening chapter, depicts some characteristics of real workers. It can be seen in the narrative discourse Both were dressed in denim trousers and in denim coats with brass buttons. Both wore black, shapeless hats and both carried ti ght concealment rolls slung over their shoulders12. present, the fact that they carry their blankets let us come, since the beginning, that they have no place to live. What is more, the use of the pronoun both extrapolates these characteristics to every person who is in the identical situation, that is to say, any other bedspreader who is working hard to survive misery.Secondly, there is a great contrast between the language used in the role of the narrator and the speech of Lennie and all characters in general. The former contains a model English whereas the latter presents a Vernacular English. As stated by Johanna Seppl, in her short study Vernacular English in John Steinbecks Of Mice and Men13, this kind of language shows extensions of the s-ending to all verb forms, omissions of the auxiliary verb in the present perfect, double negation, reduction of words and use of colloquial phrases and words. Thus, we can see that Lennie is uneducated kindred the way workers of that period were. Therefore, this another reason to believe that this novel has a great deal of realism, which is a naturalistic characteristic.Primitive behaviour of Lennieanother(prenominal) characteristic of Naturalism in Lennie is his primitive behaviour. Clearly he is a childlike person and it will be present through the analysis of his actions, his speech and what other characters think and say about him.To start with, one of the most repetitive narrations, that will let readers know Lennie is like a child, is the act of smiling and its synonyms such as grin, giggle, chuckle, and laugh. By analyzing the setting and the situation in which Lennie feels pleased, happy or is being friendly, one can infer Lennie laughs because of pride. For instance, he smiles when he is able to entertain what happened in Weed, the previous ranch in which he worked, and what George had told him about not saying any word. Also, when he feels proud to strike Curley, the son of the owners ranch, and whe n he hears George saying that he was as strong as bull. Definitely, Lennie fits the description of a child that feels pride when doing something correctly and being congratulated.Continuing, Steinbeck used suspension points when he wrote Lennies speech. This device creates a pause which can endure more than a single period or comma. Therefore, this pause could mean he bread for a while until he remembers what he has to say. here(predicate) are some examples I remember some girls come by and you says . . . you says . . .14, I . . . I Lennie thought. His face grew tight with thought. I . . . aint gonna say nothin ()15, Because . . . . because I got you ()16and I . . . I aint gonna . . . say a word17. Suspension points are also seen by the time Lennie is constructing the ideas that he wants to express I was jus playin with him . . . an he made like hes gonna bite me . . . . an I made like I was gonna smack him . . . an . . . an I done it. An then he was dead18. As it can be seen, L ennie stops when he finishes telling a sentence and then he continues talking. This is similar to the way children learn to talk and, therefore, it is another reason wherefore Lennie should be labelled as a child.Finally, one unusual characteristic he has is barfulness. When George is talking to Lennie in the beginning of the novel he says I gotta tell you again, do I? () O.K-O.K. Ill tell ya again19. Here the adjunct again forms an iterative narration and, thus, it let us know that it is not the first time he forgets something. As he can not remember things, he also takes trouble to learn them. When George says You say that over two, three times so you sure wont forget it20and () Say it over to yourself, Lennie, so you wont forget it21he shows that Lennie postulate to repeat words in order to interiorize them, which seems to be a sign of subnormal intelligence. Likewise, because of his retardation, Lennie is regarded as a child. Indeed, he is compared to kids and babies. For in stance, when he cries, George tells him Blubberin like a baby22. It is also seen when Slim asks George Hes jus like a kid, aint he?23and then George replies Sure hes jes like a kid24. Moreover, even Curleys married woman uses the adjective sonny to call him What you got there, sonny boy?25and then she says Jus like a big baby26. As it can be seen, the abundance of viewpoints from different characters states that Lennie unquestionably behaves like a child, which should be considered as primitive behaviour.Animal Behaviour of LennieEdmund Wilson holds, as cited by Susan Shillinglaw27, that Steinbecks characters were more nearly animal than human. No doubt, this assertion is valid when discussing Lennies characterization because, in the next argument, it will evidenced that Lennie, by means of imagery, a peculiar diction and foreshadowing, is presented as if he had animal features.Throughout all the novel, the narrator compares Lennie to a endorse and a horse three times. His motion is compared to () the way a stomach drags his manuss28in both the beginning and the end of the novel. Moreover, there is a compare to a horse because, as the narrator says Lennie was snorting into the water like a horse29. The latter differs from the former because it points out that Lennie has not ripe manners. Nevertheless, they have two things in common they symbolize strength and great size. Hence it can be stated that the most outstanding characteristics in Lennie are physical, whereas the intellectual ones are subnormal.The comparison to animals is mirrored by diction. In the first chapter, a simile compares Lennie to a terrier who doesnt want to flirt a ball to its master30. Moreover, when he fights against Curley, the narrator describes the scene using the following words Lennie covered his face with his huge paws and bleated with terror31. Here the noun paw and the verb bleat, which means to make the sound of sheep and goats, convey Lennies similarity to animals. Final ly, he is also referred to as a cuckoo by Slim. Cuckoo is synonym ofmad and senseless32but, at the resembling time, as defined by the Encyclopdia Britannica, it representsany of many birds of the family Cuculidae33. The polysemy of this word could have been used to label him as a mad person and simultaneously compare him to an animal. Thus, Steinbeck presents, again, Lennie with animal characteristics.Another device used for describing Lennie is foreshadowing. As cited by Byung-Chull Bae and R. Michael Young34, S. Chatman defines it as hints of what is to come. That is scarcely what can be seen in the novel when Candys dog is shot at its head because the workers regard it as a dog that does not be to continue suffering. Lennie is implicitly compared to this animal when in the end of the novel George shoots at him, for otherwise he would be murdered cruelly.Influence of the environment on LennieNaturalism states that human beings are the product of their social environment. Next, it will be shown that Steinbeck conveyed this idea by means of diction, the symbolism of George and his speech.First of all, one should bring in what George symbolizes. According to the definition posen by Steven Croft and Helen Cross in their book English for the IB Diploma, () a symbol is simply a feature whereby a word or phrase represents something else ()35. If George is to be considered as a symbol, one should say that he symbolizes Lennies social environment because George has been like Lennies family for a long time and has been look after him since they met.When the narrator introduces Lennie and George, he uses a peculiar language when referring to their position. The voice of the narrator starts saying one stayed behind the other36, by which readers do not know neither who is behind nor who is forward. Immediately, Georges fashion is described, letting readers know he is small. At first sight, one can imagine the small one must be following the other. tho the narrat or says Behind him walked his opposite37and readers, thus, can imagine he is bigger than the other and nothing similar to the first ones appearance. In this situation, despite his size, Lennie is the assistant and, therefore, here a hint appears to point out that Lennie is certainly leechlike upon George.That dependence upon George can also be seen in the imitation. When George replaced his hat, pushed himself back from the river, pull up his knees and embraced them38, Lennie did the same and the author used the adjunct exactly and the same lexicon for describing both George and Lennies actions. What is more, he does not just do it , but he also watches George again to see whether he is doing it right. The adjunct immediately is used when Lennie imitates George at their arrival at the bunk house. Hence, it can be stated that humans beings, symbolized by Lennie, imitate and copy what they see in their environment, symbolized by George.Moreover, Georges speech reveals that Lennie () sure can take orders39. When he is talking to Slim, he says Lennie can do anything you tell him40and jus tell Lennie what to do an hell do it if it dont take no figuring41. George knows Lennie can do everything he asks him to and that is wherefore he turns to Lennie and says, Jump in. An he jumps42. After that, Lennie is very grateful, for George saves him from drowning, and forgets he had told him to jump. Here Lennie shows that he would not criticize any order he receives from George. Therefore, we can conclude that, according to this novel, environment has a determining influence on human beings.No free will in LennieGeorge says in one of his speeches Lennie cant think of nothing to do himself ()43. It shows the idea of determinism which states that humans beings have no free will. In this sub-chapter, it will be demonstrated how Steinbeck conveyed this idea by means of mainly peculiar use of language.To start with, when Lennie was asked to give a mouse away(p), his hand went into the pocket ()44in order to do what was being asked. However, Lennie did not want to do it and held his closed hand away from Georges direction45. Nevertheless, despite his effort, Lennies closed hand slowly obeyed46. By looking at the subjects and the objects, it can be seen that his hand is doing the actions, in the first and ultimately quotation. It tries to hand it over to George, but, when Lennie acts as the subject and his hand is the object, it seems that he has to order it to be away from George. As Lennies hand surrenders the mouse over to George, one could infer that however much Lennie tries to avoid doing something against his will, he can not refrain from that.A similar situation is seen when Lennie has the mouse for the second time. forward handing the mouse over, Lennie makes an elaborate pantomime of innocence47trying to find gentleness in a situation in which he can not do anything to avoid the loss of the mouse. Then he looks cornered and Steinbeck uses the following words Lennie hesitated, backed away, looked wildly at the brush line as though he contemplated running for his freedom48. Here Lennie clearly shows that he does not want to obey George. After that, the adjunct reluctantly is used to describe the way he is trying to leave the mouse. Lennie, still indecisive, is in a great dilemma in the following extract Lennie set outed, displace back, approached again49. As it can be seen, by means of an antithesis, the author shows that Lennie doubts as to the two totally different options he has to approach and to force back. Nevertheless, George snapped his fingers sharply, and at the sound Lennie laid the mouse in his hand50, showing once more that he can not follow his will, because he has to do what his surroundings (George) tell him to do.Moreover, his body can be characterized as that of an entity that acts following its primitive instinct. It is evidenced when Lennie kills Curleys wife. This event started when Lennies big fing ers fell to stroking her hair51. Then she asked him to stop, but Lennies fingers closed on her hair and hung on52. She started to shout, but Lennies other hand closed over her mouth and perfume53. The fact that Lennies fingers and hand are the subjects in these sentences shows how he loses control of his own body. Afterward, he looked down at her, and carefully he removed his hand from over her mouth54, realizing, thus, that she was dead. In the previous sentences, Lennie is the subject, showing that he regains control of his body, but it is too late, for his hand had already killed Curleys wife.No moral judgment on Lennies behaviourLikewise, as stated previously, human behaviour can not be criticized, for it is the product of the environmental influence. Next, it will be demonstrated that this idea is presented by Steinbeck by means of Georges speech.When George and Slim talk about Lennie, they say, repeating many times, that he is not mean. For example, after killing Curleys wif e, Lennie flees the ranch and then George says Lennie never done it in meanness ()55, He never done this to be mean56and, finally, He dint know what he was doin 57. In fact, they say he does not act by malice but by un sureness of what he does. Another example is given after striking Curley, when George directly tells Lennie You done jus what I tol you to () You aint done nothing haywire58. Thus, it is stated that somebody is not responsible for what they do because they just act unconsciously in response to their environment.CONCLUSIONSTaking everything into account, I can keep up the initial assertion which stated that John Steinbeck conveys some ideas of Naturalism. Use of similes, intercommunicate language, peculiar diction, iterative narrations, descriptions and the voice of the narrator aid to characterize Lennie and, therefore, let readers see the naturalistic ideas conveyed in this character in the short novel Of mice and men of John Steinbeck.Steinbeck introduces Lennie as a realistic character that depicts a portrait of human beings who behave senselessly and show primitive features that approach the Darwinian idea which states that we all humans and animals had an origin in common. Although Lennie can not do things by himself and is almost always waiting for orders, he follows his natural instinct, which is demonstrated by his division into two entities himself and his body. Moreover, Through the relationship between George and Lennie, Steinbeck conveys the main theme of Naturalism determinism, which is evidenced in Georges influence on Lennie to act. Finally, as George said, Lennie has not free will and is not conscious of what he does. Therefore, he can not be criticized by other people. All in all, the previous characteristics of Lennie convey naturalistic themes that simultaneously bring the influence of Naturalism on Steinbeck out into the open.Having concluded this extended essay, I bid researchers to continue studying this topic. As it cou ld be seen, I circumscribed the scope to one character, which permitted me to reserve space for an exploration of it in coarse depth. Then, other essays could formulate some research questions from the following questions How is Naturalism depicted in other characters from this novel?, is there any trace of moral judgment in this novel?, how is friendship, label of the relationship between George and Lennie, related with Naturalism? and how is Naturalism depicted in other novels of John Steinbeck? By answering these questions there will be a deeper understanding of the author and the themes he intended to transmit.BIBLIOGRAPHIC REFERENCESBae B. and Young, R. (n.d.). A Use of Flashback and Foreshadowing for confusion Arousal in Narrative Using a Plan-Based Approach. Retrieved from July 20, 2011, liquidnarrative.csc.ncsu.edu/pubs/icids1.pdfBeale, P. and Partridge, E. (2002). A mental lexicon of Slang and Unconventional English Colloquialisms and Catch Phrases, Fossilised Jokes and Puns, General Nicknames, Vulgarisms and much(prenominal) Americanisms As Have Been Naturalis

literary essay joy luck club :: essays research papers

The mirth Luck Club In Amy bronzes novel The Joy Luck Club there be many themes and imagery throughout the book, but one theme that is pertinent and stands out is the issue, Cruel men? Weak men? Fair act of men? The novel is based on women in the Chinese tralatitious families, but does not discuss the men. What role do they play in their lives? Were they the people that made there lives unbearable? The men that will be looked upon are associated to the Jong, The Hsu, and the St. Clair family. Although many people would believe that the men in The Joy Luck Club were vindictive, they have shown that they not only are they run-down but that the weak men over power the cruel, and through their actions this disputation will be apparent to totally.The Jong Family have two key males that find out the description of cruel and or weak men. The offset printing was Tyan-Yu, Linda Jongs first husband. Lindo and Tyan-Yus wedding was arranged conjugation. Lindos parents were forced to depart their hearthstone leaving Lindo behind. Even though she was only twelve years old, Lindo belonged to the family of her betrothed. The Huangs, the family of Tyan-yu, were truly wealthy and took half-size interest in Lindo which lead to the first exposure that Tyan-yu was a cruel man by the way he acted. He and his family made her stay in their servants quarters and made her perform tangible tasks, such as cooking, washing dishes, cleaning, and embroidering clothes. Tyan-yu would make her sleep on the roll lying to his mother so that he would not get himself into fretfulness which was a sign of weakness on Tyan-yus part. Lindo proves this by truism Thats when I could see what was underneath Tyan-yu. He was scared.. (58)Lindos marriage was miserable, for there was no love in it. Tyan-yu, feeling no emotion for his wife, would not touch her. Matters were made worse when everyone wondered why Lindo did not change by reversal pregnant and for this came trouble. Tyan-yu wa s to much of a coward to make any moves and left it all for Lindo to do herself. Lindo found out that it was his fear that made Lindo think he had no desire for any woman. He was like a little boy that had never grown up. (58) Lindo totally changed her view of Tyan-yu from formerly being terrified of him, to feeling as if she was playing the role of an honest-to-god sibling.