Paul Gauguin Painting Analysis Essay Example For Students

Hotel Model Essay

The inn model is the place bolster staff get things done for the individuals they take care of and afterward become onlookers by not getting things done for themselves. Dynamic help is a method of guaranteeing individuals can connect with and participate in their own help by having an individual focused arrangement for them. Advancing Independence help the individuals I work with to recover or learn new abilities to live there regular day to day existence Informed Choice creation sure the patient knows all the alternatives that are accessible to them so they can settle on a decision of what they need to do Valued life is the parity of exercises that add to a decent personal satisfaction for the patients including household, individual, recreation, social actives and training Active help is an individual focused model that is centered around the Individual and their needs it advances autonomy by permitting the person to get things done for themselves, anyway little. Being free doesn ’t mean being totally all alone, yet being Supported to get things done for themselves. It additionally gives them an educated decision the individual is provided exhaustive data so as to settle on educated decisions Themselves and esteemed life by giving them access to a decent personal satisfaction with all the various administrations and exercises that are on offer The three components in constructive association that advance the people support in an action are normally happening reward (cup of tea they made for themselves) acclaim from staff and companions or getting the chance to do an action that they appreciate. I would address the patient and utilize visual guides and give them all the applicable data so they can settle on an educated decision. Feature the potential dangers and benefits and practicing the excursion, where suitable. I would ensure they have had their medicine before the excursion and that they take any drug they require with them for the excursion they need to take. I would make a social story to disclose what would occur and where we are going from leaving the unit to returning and inquire as to whether this was alright. I would check the segment 17 status for the patient, the seating plan for the vehicle and the patitais care plan for any new systems the dangers, threats and challenges related with making ventures with the individual I work with, that they are wearing their safety belt. I would audit the excursion, with people, key individuals and others whether the excursion met the arranged results and any progressions that ought to be made for future excursions. I would inquire as to whether they made some great memories the things they loved about the outing the things they didn’t like and feed this back through the actives sheet for the excursion. Round out the exercises sheet and the area 17 Leave structure My assessor can see the structures I have finished. An individual’s cooperation speaks to the offset of movement related with an esteemed life by participate with the gathering, building social aptitudes and fellowships figuring out how to connect with companions and carers. Settling on decisions for themselves, learning new aptitudes, getting exercise and new local abilities. Giving encouraging feedback through applause and prizes causes the person to feel esteemed and part of the gathering

Operations Manager Resume Examples, Template, and Resume Tips

Operations Manager Resume â€" Examples, Template, and Resume Tips Speaking of operations manager, you will be surprised how many different career opportunities there are in this seemingly narrow profession.This vocation is related to purchasing, industrial productions, quality assurance, logistics, facility coordination, and numerous others.For that reason, it is of vital importance to create a resume that would grab the attention after a single recruiter’s glance.As competition is truly merciless, your task is to submit a CV that would persuade the HRs to employ you.Taking a look at a prototype of an operations manager, it should be a candidate who excels in the organization, whose communication skills are superb and who has the power to organize the most complex project in the tight time frame.While it may seem like every second (if not every) person could meet these demands, the situation is far more complicated. It’s not just how things look on paper, but how one applies them in real life.So, what you need to do is write a resume that will speak on your behalf.You have to find the right words to describe who you are, what are your wild cards to take the company to the highest heights and boost its profit while using the opportunity to constantly grow your knowledge.It’s not that we want to discourage you, but did you know that sometimes computers eliminate CVs before they reach recruiter’s desk?There are applications which categorize submitted resumes and if yours is not “filter-friendly”, you won’t be given a chance, as the machine will leave you behind.Don’t worry, as you are in just the right place to learn how to boost your chances to beat the competition.We have prepared a whole load of hot tips and trick that will direct your CV straight to HRs’ desks.We know that you are already a solid candidate who deserves an honest opportunity to show the enormous knowledge and experience, but you need to know HOW to express those and attract recruiters’ attention.Stay tuned and enjoy with our comprehensive guide on how to ace operations managers resume, along with Dos and Don’ts to make it look even more superiorOperations Manager Resume Example Right Senior Operations Manager Resume Example Right Create your own resumeThings are much simpler to understand when you have these practical examples of how operations manager CV should look like, don’t you agree?When youre applying for the certain job vacancy, your resume needs to stand out so to be noticed.That’s why we shall give you some extra directions which would make your operations manager resume even more recruiters-friendly.In some cases, it’s a single word or expression that makes the enormous difference. That KEY word, so to say, can minimize or maximize your chances to be invited to the interview.HRs pay attention to the tiniest details, and if you are familiar with every single one of them (detail, not HR), you are already a halfway to getting that dream job.Our goal (and hopefully yours) is to find out how to maximize the chances and that’s exactly what we shall do.We shall now explore each section a bit deeper and help you create the top-quality resume for operations manager.Don’t hesitate to check out our resume templates.They are not the best just because we designed them, but because we did it with you in our minds.Our mission was to create a convenient, practical and reader-friendly solution that will help you create your CV with as less fuss as possible, and we made it.Our flexible and adjustable pattern allows you to change or add any section you want so that it corresponds to the specific job advertisement and position.Getting the ideal job doesn’t have to be a stressful procedure, because our tools are meant to assist you and make that journey as smooth as possible.Now, let’s get started!ABCS ON WRITING THE PERSONAL INFO SECTION ON YOUR OPERATIONS MANAGER RESUMERegardless of the profession, the info section is more or less the same for every resume.This is where basic personal information is listed and they are the most common requirement for all types of CVs.When it comes to writing an operations manager resume, no one cares if you have a pet or what’s your favorite TV show.Leave those when you start working and familiarizing with the team, what your resume should feature is your full name, phone number, physical address as well as e-mail.This is somewhat the basic set of demands, you to decide if you want or not to something else in your resume as well. Never include data which can make you feel uncomfortable.The same goes for some utterly personal data, such as bank ID, and similar. No-one needs to know those except you.As for the necessary data, be careful which e-mail address you include in your CV.Have in mind that a resume is a formal document, and such should be your e-mail address as well.If the one you have sounds inadequate, silly or non-professional, it shouldn’t end up in your resume under any circumstances.It takes just a minute to create something that would serve the purpose.After all, the last thing you want is recruiters to think you are childish and eliminate you because of some dummy e-mail address.Here is how it should and s houldn’t look like:gloria.mc.carthy@yahoo.com Rightgloria.the.glorious777@yahoo.com WrongThe section where you list name is quite a transparent one- as said, it’s a name! So, nicknames, alias names, and pseudonyms are not welcomed here.Even if it’s quite an ordinary one, leave that when you get the job.While in the procedure of inspiring the recruiters to employ you, make sure you leave the best possible and the most professional impression.David Peterson RightDave Peterson WrongSometimes the part where you should list the profession leaves not much room for some specific titles.You should do your best to avoid generic and broad expression, but if not possible, then leave it that way, but try to elaborate more in the upcoming categories.But, you can use a small trick here-if impossible to be precise, you can always add junior or senior, depending on your previous experience.Even that gives some extra dose of professionalism to your resume for operations manager.One of the options is to write your actual profession.This represents either the subject you’ve graduated on or the topic of your master thesis.Another option is to list your previous position. If you have worked on the position already, but in some other niche, this is also one of the good ways to specify your field of expertise.Operations Manager RightSenior Operations Manager WrongAs for the Social Network section, we warmly recommend to include Linkedin on your CV.Not only does it increase the chances to score the job, but it serves as an extension to your resume, where recruiters can find out more about you.Of course, needless to add that it has to be up to date. If HRs see that your Linkedin page is not matching data from your CV, it will be a signal that you are sloppy, and you don’t want that, do you?Double-check both your CV and your profile before you submit your resume, and make sure they correspond to each other.After all, being detail-oriented is one of the key skills of top -quality operations managers, isn’t it?HERE’S HOW TO ENCHANT RECRUITERS WITH THE MOST POWERFUL SUMMARY SECTION FOR THE OPERATIONS MANAGER CVThe sole purpose of the Summary section is to grab the recruiters’ attention and persuade them that there’s no better candidate than you.Sounds simple, doesn’t it?The main trick is in finding just the right words to emphasize the most significant points from your work experience, education, and skills.This section requires you to be precise and concise, and tell a lot by using minimum word count. It needs to give the recruiters HRs can get a clear picture of you so that they can create your profile in their minds even before they continue reading your CV.Even if you happen to be a multi-awarded operations manager who led the previous company to untold success, good for you, but try not to brag about yourself.You need to express it as smart and moderate as possible so that HRs won’t get the hint that they are dealing with a pretentiou s candidate.Highlight the biggest achievements but in a way to make them sound natural and not too pompous. This segment of the resume is a compilation of the best parts of your CV.This section serves to comprise it all by using minimum words and making it sound effective and engaging.Write the same information from your CV, but you can rearrange the wording in a bit different way. Never list something that is not already in the resume, it will only confuse HRs.This is what you should have in mind when writing the Summary:Be precise â€" Once again, make sure it features the same data that can be found anywhere in the rest of your CV. New bits of info here can only create the confusion and minimize the chances to get invited to the interview.Be reasonable â€" As you know, competition is extremely big, and there will always be candidates who are more educated, more experienced and more skillful than you. There will be the ones that are way below your expertise. The key thing is to be realistic about your expectations and be prepared for both outcomes- winning and losing the opportunity to get the job.Be engaging â€" No one says you need to fill your resume with some dynamic words just for the sake of spicing it up but try not to arrange a dull resume. Make a balance where it won’t sound too boring to make the HRs lose the attention, but try not to over-spice it as well.Here’s a secret recipe on how to cook the most delicious operations manager resume in the world! Jokes aside, there’s quite a simple and provenly successful formula that works the best in Summary, regardless of the profession.It should consist of two or three sentences, where you would describe a few skills you possess along with major points and contributions from your experience.If you are an entry-level candidate without any experience, you can include what you have graduated and why do you want to get the job you applied for.The main point is to catch the attention and be invited to the interview. Here are the good and the bad examples of it:SummarySenior operations manager with 9+ years of experience and high level of interpersonal and communication skills, in charge of expansion into several key international markets. Ensured sustainable business while constantly suggesting initiatives to improve the company’s profit. Seeking opportunities to further deepen knowledge and expertise, and upgrade the company’s policies and overall development while closely cooperating with all sections and departments. RightSummaryExperienced operations manager. Good communication and organization. Looking for a new job. WrongImagine yourself in HR’s role while reading these two summaries. It doesn’t take much to guess which candidate would be a chosen one and which would be immediately eliminated.As we already pointed out, it should encompass major points from your career and skills and help the recruiter evaluate the qualification of the candidate.The second example not only does it sound too generic but it fails to give any information at all.This could be anyone, and not everyone can be hired as operations managers.That’s why it’s very important to find and apply the right words to describe yourself in the resume.Don’t lose the point, add some spice, keep it personal and professional, and you are already halfway to getting the job.THIS IS WHAT HRS LIKE TO SEE IN THE EXPERIENCE SECTIONS OF OPERATIONS MANAGERS’ RESUMESWe hope that as you slowly familiarize yourself with all the powerful tips and tricks on how to deliver the best possible resume and enchant recruiters, your self-confidence grows as well, ensuring that you can make it.You can create the best resume, and we will show you the easiest way to do so.The experience provides essential information about your previous positions and obligations as operations manager and clarifies if you are qualified for the position you are currently applying for.This is where HRs can judge if your kn owledge and expertise can be a valuable contribution to the company or not.That’s why knowing how and what to include here is of vital importance.If your skill set matches the job description and you have been a good and reliable team member in previous companies youve worked, this is already a positive signal that you can contribute to the company youre interested in.This is already a good sign that you stand quite solid chances to be invited to the interview.Of course, provided that you wrote those in a recruiter-friendly way.The ideal formula for listing previous positions and experience comprises of the period you worked for the previous company (or more of them), name of the company along with a brief compilation of your duties and obligations.These are all key details to include in your resume.When you are applying to a operations manager position, and you haven’t got any previous experience to feature in your CV, then don’t push it. It’s better to focus more on skills and educations than listing jobs that have nothing to do with this field.For example, many of us have worked as pet sitters or in a café for some time during our lives.Even though it reflects that we are hard-working and know how to make money, it doesn’t tell anything about our real profession and vocation (in this case, operations manager).Even though the experience is the one that dominates over all the other sections, it certainly doesn’t mean that entry-level applicants stand no chances at all.This means that they should think of some creative ways to highlight other sections to make up for the lack of experience.This is an excellent ice-breaker because the more CVs are sent and interviews attended, the more relaxed and self-confident a candidate will be. Right WrongSo, never follow “the more the better” rule here, because more experiences won’t bring you bigger chances to get the job if they are not related to the position you are applying for.Only the purposeful ones should end up in your CV.Keep it to the point and don’t create some false illusions as you can only be eliminated for distracting recruiters’ attention.Focus on your main virtues, whatever they may be, and make them become your wild card for scoring the job.HERE’S HOW TO SOUND LIKE A PRO IN THE EDUCATION SECTION IN OPERATIONS MANAGER RESUMEOn the surface, this section may seem as not as important as the ones we already listed here, but don’t take it for granted.Sometimes it can make a lot of difference, more than you can imagine.For example, in the situation when a recruiter has two applicants with equal experience and skill set, what helps him/her make up the mind on which one to select is Education.Even you can be in such a situation, so here’s the chance to learn how to arrange it as best as possible and be the chosen one.Besides the university, college or whatever you completed, you can also include certificate and other achievements you have. However, make sure they are in connection with this profession.If you hold a certificate for belly dancing or bungee jumping, that’s nice but has nothing to do with operations managers vocation. Except, maybe, that you are fearless when making decisions.So, list only the achievements and courses that are of importance and can be applied in the job you are interested in.The rest you can freely omit, as it will only confuse the recruiter.On the other hand, if you want to mention those, keep it for the interview.Here’s are some of the aspects to highlight in the Education segment:The college, academy or online course you’ve completed.GPA scores (if outstandingly high).Papers youve written, projects youve participated in and seminars youve attended (if relevant to the position you are apply ing for).Organizations and clubs you are a member of (if relevant for the job).So, if you attended any seminar, lecture or master class which helped you upgrade your knowledge as operations manager, that’s excellent, a list that in your CV.But, if you are proud to have scored a diploma for the half-meter sandwich eaten in a minute, better keep that for yourself. That tells nothing about your professional qualification (but it tells a lot about your appetite, though).THIS IS HOW TO ARRANGE SKILLS IN AN OPERATIONS MANAGER RESUMEAs we mentioned (and you certainly know that yourself), there are several types of the position of an operations manager, so the set of the skill to include on the resume depends on that.Even though it may seem like something rather obvious or even obligatory for any of the positions, still the key is in knowing how to list those qualities.Even though there are some slight variations, numerous skills apply to all profiles of operations managers.That’s PRECI SELY why you need to know which are the right words to describe those and catch HRs’ attention.Your previous experiences can be if help while listing these, as there were certainly many situations where you discovered that you excel at something, or that you are more capable to perform certain duties that other colleagues, so use that wisely.Again, those may seem like some mediocre skills (solving problems, thinking fast and similar), but the whole catch is in the right words.   Here’s what we mean: Right Wrong Pro TipSide note:Similar to education, never list skills that aren’t related to the position you are applying for.If you know are skillful at limbo dance or you can juggle, then you must be helluva good company, but that won’t get you the job, won’t it?THE ULTIMATE COMPILATION OF TIPS AND TRICKS TO GET BETTER THAN PERFECT OPERATIONS MANAGER RESUMEBalanced length â€" Hear the clock ticking? Time is running fast, recruiters ain’t got much time for tons of candidates. Keep your CV around one page, it’s the ideal length. Two is still okay if you have so much precious experience you want to mention. More than can only eliminate you. Not because you are not qualified, simply because your resume is one of TLDRs.Proofreading and revision â€" When you complete it, double-check everything you wrote. Do it several times. Grammar errors, typos and similar should never spoil your CV. If you are not so sure, don’t hesitate to ask a proofreader to have a look. Moreover, have a second, neutral opinion on your resume, as it can give you some useful insight from an entirely different point of view.Bulleting and highlightingâ€" Programs are full of handy gadgets and tools that may help you create a visually appealing resume. They help you organize the text, stress out main points and what’s even better, make it easier and faster to read (that’s how to use the recruiters’ attention the best way possible). Of course, be moderate, don’t turn it into a colorful diary full or anything similar. Balance is the key.Font â€" There are many fonts which look stylish, original and decorative, but they are not the smartest choice for the resume, as they are difficult to read. Our warm advice is to opt for the most ordinary ones, such as Times New Roman, Helvetica, Calibri and similar. They are easy to read and create no confusion, and that’s why you see them in all types of formal documents.Formatting â€" Make sure you have both PDF and TXT format of your resume as well as a physical copy of it. All those “it never happens to me” scenarios such as internet or power outage DO happen to everyone, and if it happens to you- be prepared!Articulation â€" Even if you are a poetic soul yourself, a resume is the most formal piece of document, so keep it formal, but engaging. Knowing how to articulate skills, education, experience, EVERYTHING, increase your chances to be invited to the interview.Adaptable resumeâ€" Ideally, the best would be to have a different CV for every job you apply. But, you don’t have to write it all over again from the beginning to the end. Adjust it a bit, update regularly and make sure it fits the purpose. Sometimes it’s only a slight variation, but a necessary one. So, when applying for the job, compare the requirements with your resume and adapt it.In the end, don’t forget to check your e-mail regularly. The same goes for your phone. You don’t want to miss being invited to the interview for the job you wanted more than ever. So, available and approachable-that’s what you have to be when looking for the job and expecting to get an e-mail or call from the recruiter.All these tips are best applied in our CV template, a great tool we designed to help you arrange your biography and draw HRs’ attention. Suitable for various profiles of jobs, you can add the sections you want, exclude the ones that aren’t necessary with just a single click. It saves time and makes resume creation simple and stress-free.CONCLUSIONThank you for your attention. We sincerely hope that our thorough and comprehensive guide on how to write a resume for an operations manager brought you some new insights and useful knowledge.Now that you know all the necessary steps, the rest is up to you. Go on and ace that resume.Have in mind that this is not the secret formula on how to score the job, but it is an ultimate compilation of tricks on how to boost chances and stand among the competition.Go through every chapter o nce again, and double-check if you grasped all the instructions on how to list your skillset, education, and experience the best way.Make sure you implement all the tips that will make your CV look recruiter-friendly.Besides, all that knowledge plus our resume template builder equals success.So, get down to business and make the most presentable operations manager CV recruiters have ever seen.Have the best of luck in finding and getting your dream job! Create your own resume

The Dynamic Character Elisa in Steinbecks The Chrysanthemums

This essay of literary criticism is going to be on the Chrysanthemums written by John Steinbeck. This short story is considered to be one of the greatest short stories of all time. The author uses characterization to describe Elisa, she is a dynamic character. He shows us that she is a very lonely strong woman in the begging who wants to be loved. Who later changes because of this mysterious man. In this paper, I will prove that the author wanted to show Elisa as a dynamic character and how she changes through the story, from being strong and lonely in the begging, in the middle she because friendly talking to this man, and finally she gets all nice and dressed to go out In this short the Chrysanthemums, written by John stein beck. The†¦show more content†¦There is no affection and they don’t have a smooth relationship and Elisa is described as â€Å"Her face was lean and strong and her eyes were as clear as water. Her figure looked blocked and heavy in her gardening costume, a mans black hat pulled down over her eyes, clodhopper shoes, a figured print dress† (32-39). â€Å"this women harbors an unsatisfied longing for some way of life less settled than that of the rancher’s wife†¦.† (Kempton 322) Henry has little interest in her and her Chrysanthemums. Elisa doesn’t feel appreciated by her husband so she takes care of the flowers. She just wanted some affection from her husband through her gardening, now you’ll see how she starts to change after being shown some affection from the pot mender. Elisa not having any attention is in her gardening area when a mysterious man approaches her. Elisa is interested in this man. The man wants to fix something for Elisa but her being so strong she refused. So the man changes the tactics and shows interest in her Chrysanthemums. Elisa not being complemented about her Gardner and now someone says something so she begins to act differently toward the pot mender. She becomes attracted to this man and wants to do more then just be a gardener. The pot mender says something about her flowers and she feels appreciated. The pot mender leaves and her husband is ready to go out with her for diner, she now has confidence to go out. RightShow MoreRelatedThe Chrysanthemums And The Storm929 Words   |  4 Pagesâ€Å"The Chrysanthemums† vs. â€Å"The Storm† â€Å"The Storm†, was written by Kate Chopin, who was a feminist writer who insinuated that women had an unspoken sexual appetite and longed for independence. She wrote stories that were considerably taboo of her time, including â€Å"The Storm†, which was about a woman in a content marriage, longing for attention and excitement who leans on another man for it. On the other end of the American literature spectrum, there is John Steinbeck, who was also a feminist writerRead MoreAnalysis Of The Chrysanthemums And The Yellow Wallpaper By Charlotte Perkins Gilman1842 Words   |  8 PagesCharacters are an important literary aspect an author uses to communicate their message to their audience. There are multiple strategies an author uses to make their story more compelling and thought provoking. One strategy an author uses is to incorporate a dynamic character into their written work. A dynamic character is a character that changes overtime throughout a story due to confl icts that they encounter. Dynamic characters in a short story serve a purpose. Just the use of a dynamic character

The Catcher in the Rye Story of a Troubled Teen - 956 Words

J.D. Salingers novel, The Catcher In The Rye, attempts to show the reader the life of a regular boy with troubles on his mind. The rich and troubled Holden Caufield is that boy. His parents are quite wealthy and want Holden to be successful in life as well, but they do not nurture Holden with the amount of love that is necessary. Holden feels the absence of love, which causes him to suffer a variety of emotional problems. Holden needs direction in his life because he constantly struggles to find the meaning of life on his own. Schools kick him out because he is not able to focus with all these issues in his life. With all this pressure he faces, Holden escapes from consciousness in what appears to be a psychological defect, but is just†¦show more content†¦I was wondering if it would be frozen over when I got home, and if it was, where did the ducks go. I was wondering where the ducks went when the lagoon got all icy and frozen over. I wondered if some guy came in a truck an d took them away to a zoo or something. Or if they just flew away† (Salinger 13). Holden is not able to gain a consolidated focus in life, and every time someone offers to help he pushes him or her away. nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp; Phoebe is the only person that Holden will listen to and this saves him. Their little talk in Phoebe’s bedroom sets his mind straight. Holden listens to every one of her words and takes them all into account. She tells Holden that he does not like anything and that he is constantly messing up his life. Phoebe forces her brother to think about his actions as she waits for her answer. He tells her how he likes Allie, but she is quick to say that he is dead. This is a significant answer because Holden realizes for the first time that his brother is truly dead and that he must move on. After he leaves the house and goes outside the house he feels the awkward falling sense. â€Å"Then all of a sudden, something very spooky started happening. Every time I came to the end of a block and stepped off the goddam curb, I had this feeling that I’d never get to the other side of the street. I thought I’d just go down, d own,Show MoreRelatedAnalysis of A Catcher In the Ryes Holden Caulfield: Enemy of Himself1686 Words   |  7 PagesJerome David Salinger’s only novel, The Catcher in the Rye, is based on the life events shaping main character, Holden Caulfield, into the troubled teen that is telling the story in 1950. The theme of the story is one of emotional disconnection felt by the alienated teenagers of this time period. The quote, â€Å" I didn’t know anyone there that was splendid and clear thinking and all† (Salinger 4) sets the tone that Holden cannot find a connection with anyone around him and that he is on a lonely endeavorRead MoreAn Analysis of J.D. 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The novel follows the story of a troubled boy named Holden who leaves school due to his poor academic performance, an altercation with his roommate, and complicationsRead MoreComparative Study of Death of a Salesman and The Catcher in the Rye1981 Words   |  8 Pagesthere was little concern for the welfare of the minority and no apprehension that ones success could lead to the downfall of another. ‘The Catcher in the Rye’ by J.D Salinger and ‘Death of a Salesman’ by Arthur Miller are both texts that were written throughout this time of social, cultural, spiritual and economic metamorphosis. ‘The Catcher in the Rye’ through the portrayal of Holden Caulfield, explores an individual’s tumultuous tale throughout city living and teenage years of post WW2 America

Difference in Metaphysics Between Aristotle and Kant Free Essays

What is the central difference between metaphysics as Kant conceives it, and metaphysics as Aristotle conceives it? Argue in support of one or the other view. Metaphysics is usually taken to involve both questions of what is existence and what types of things exist; in order to answer either questions, one will find itself using and investigating the concepts of being. Aristotle  proposed the first of these investigations which he called ‘first philosophy’, also known as ‘the science of being’ however overtime his writings came to be best known as ‘Metaphysics’ in which he studied being qua being with a central theme of how substance may be defined as a category of being. We will write a custom essay sample on Difference in Metaphysics Between Aristotle and Kant or any similar topic only for you Order Now Kant who is a nominalist criticized both Aristotelian and therefore realists’ ideas of metaphysics by suggesting that they seek to go beyond the limits of human knowledge. Furthermore Kant argued that the structure of the world as it is in itself is unreachable to us; metaphysicians must be content to explain the structure of our thinking about that world. In this essay I will examine the two main exponents of such a doctrine in favor of realists by looking at the main differences of Metaphysics as Aristotle and Kant conceive it, which is centered on the all important question of whether metaphysics is a science of mind or of being. There have been disagreements between philosophers about the nature of metaphysics; Aristotle sometimes characterizes the discipline as the attempt to identify the first cause or better referred to as the unmoved mover and other times as the very universal science of being qua being. It is however important to remember that both of these characterizations identify one and the same discipline. On the other hand the empiricists and Kant were critical of both Aristotelian and rationalist ideas of metaphysics, by arguing that both disciplines seek to exceed the limits of human knowledge. Kant argued that the structure of the world as it is in itself is inaccessible to us and that metaphysicians must be content to describe the structure of our thinking about that world. Realists such as Plato and Aristotle maintain that for language to even exist there must be some universal quality to phenomenon. To elaborate, human beings do not discuss each object as a completely independent entity to be analyzed but rather draw comparisons to other known objects to compile a series of properties to categorize it. Nominalists, on the other hand, while not denying that humans group things together by virtue of certain qualities, maintain that this is simply a convention of language based on people’s perception of them. Just because two objects share the same perceptible quality does not necessarily warrant grouping them together in any real way; it’s simply a human way of making sense of reality through the senses. As soon as one asks the most basic questions of ‘what is Aristotelian Metaphysics? What study does Aristotle believe himself to be undertaking in these essays? you find yourself, baffled immediately. ‘Metaphysics’ is in fact a compilation of a number of Aristotle’s writings that later on editors put together. It has a central theme of an inquiry into how substance may be defined as a category of being. Book Gamma appears to start on characterizing something which Aristotle calls ‘the science of being qua being’ and then goes on to a discussion of the principle of non contradiction. â€Å"There is science which investigates being qua being and the attributes which belong to this in virtue of its own† (Warrington, 1956, P116). In order to study being qua being, one has to simply study those qualities which hold of entities in virtue of the fact that they are entities. What sort of attributes are qualities of entities qua being? Aristotle insists on unity or oneness as such a feature, on the grounds that everything – everything which exists is one thing. However Aristotle’s characterization of the subject raises a few doubts: why is there a need to restrict logic to entities? Is the word ‘qua’ appropriate? No doubt each entity is one thing but is it one thing qua being, or insofar as it exists? Although book Epsilon is rather brief, it shows a return to the science of being qua being and also passes some remarks on truth. â€Å"If there any immovable substances, then the science which deals with them must be prior, and it must be primary philosophy† (Loux, 2006, p14). This shows that the immoveable substances are divinities. Book Zeta appears to restrict our subject matter in a rather different way: ‘the question which, both now and in the past, is continually posed and continually puzzled over is this: what is being? That is to say, what is substance? This question defines the nature of Aristotle’s inquiries, at least for a large part of the Metaphysics, and it thus offers a fourth account of the study or science of metaphysics. â€Å"The science of first principles, the study of being qua being, theology, the investigation into substance – four compatible descriptions of the same discipline? Perhaps there is no one discipline which can be ident ified as Aristotelian Metaphysics? And perhaps this thought should not disturb us: we need only recall that the metaphysics was composed by Andronicus rather than by Aristotle. But the four descriptions do have at least one thing in common: they are dark and obscure† (Ross, 1996, p174). Books Zeta, Eta and Theta, together form the central part of the Metaphysics, with a focus on their general topic ‘substance’: its classification and relation to matter and forms, to actuality and to potentiality, to change and generation. According to Aristotle, there is one kind of being which is in the strictest and fullest sense, substance. What we don’t see in Metaphysics is Aristotle treating the categories as a whole. The substance is the whole thing, including the qualities, relations etc which form its essence and this can exist apart. Secondary substances being universals, cannot according to Aristotle’s own doctrine exist apart, but must be supplemented by the special qualities of their individual members. Substance is prior in definition; in defining a member of any other category you must include the definition of the underlying substance. Substance is prior for knowledge; we know a thing better when we know what is than when we know what quality, quantity or place it has. In this realist point of view substance is evidently being thought of not as the concrete thing but as the essential nature. And this double meaning spreads through Aristotle’s whole treatment of substance. The existence of substance and the distinction between it and other categories is for Aristotle self-evident. Kant on the other hand seems to suggest that the necessity for metaphysics is a psychological one, arising out of men’s desires which is the main difference between Aristotle and him; however I would argue against Kant that this is not the case and it is a logical necessity. It arises out of the mere pursuit of knowledge thus that pursuit, which we call science, is an attempt to think in a logical and systematic manner. This involves unraveling the presuppositions of our thoughts. Furthermore it involves discovering that some of them are relative presuppositions which have to be justified and that others are absolute presuppositions, which neither stand in need of justification nor can in fact be justified; and a person who has made this discovery is already a metaphysician. Kant intends to defend metaphysic and scientific knowledge by providing an accurate analysis of human reason. His theory is based on his discovery of synthetic a priori knowledge, judgments that are both informative and necessary. However I would argue against this nominalist point of you as there’s a problem with explaining how much judgment should arise, as well as to give an explanation of their truth. In other words The Critique of Pure Reason argues that the necessary metaphysical principles underlying all hypothetical knowledge originate in the pure forms of feeling and the intellect. Furthermore In Kant’s point of view, there are no universal concepts underlying reality, simply the phenomenon in front of us. Realists, on the other hand, maintain that all things that share the same property — for example, greenness for all things with the color green — are therefore linked by this property. Sharing this property implies possession of the same universal form. Nominalism posits that what is perceived is what exists in reality, whereas realists view a perceived object as the manifestation of a universal concept. Consequently, perception is not a one-to-one process of seeing something as it actually exists, but a synthesis of the underlying concept and real phenomena. Kant wrote the Critique of Pure Reason not as a piece of constructive metaphysical thinking, but it was placed before the public in order to move away from errors which had obstructed and did obstruct metaphysical thinking. In his preface, he argued that his view of Metaphysics is concerned with God, freedom and immortality; however as well as dealing with these subjects, it also signified an inquiry to which men could never be indifferent and which they would never renounce thus the question was no longer about whether people should have metaphysics or no metaphysics but whether they should have good metaphysics or bad metaphysics. He also argued that metaphysicians were to blame for this state of things and that a sounder metaphysics was not to be looked for until those errors had been cleared away. Kant’s way of accommodating both the Aristotelian and Newtonian world pictures alike- both natural teleology and natural mechanism is to ground both in the necessary possibility of rational human nature. According to Kant, the natural world is an objectively real material world in which human persons actually do exist, and consequently in which human persons must also be possible† (Hanna, 2006 , p15). Kant’s point is that if metaphysical knowledge is possible, it will share some of the distinctiveness of logic. For Kant, any science must be based on necessary principles as one would not be able to be certain of what theories are true if scientific principles were only contingent. However unlike logic, which is purely formal, metaphysics has content because it is the science of reality. For Kant, The Laws of logic are not absolute or universal they are in fact left with everything else knowable as phenomenal. ‘Nominalist is true’ and ‘A and Not A, cannot both be true’ are both true statements but only and only because this is the way our subjective minds structure and condition reality. They can never true in the universal and absolute sense without this phenomenological caution. For Kant these statements are not necessarily true (though it may be) outside of phenomenal experience. There is no question that Kant intends his theory of pure concepts to replace Aristotle’s theory of the categories. In his categories, Aristotle identified ten classes as the fundamental ontological types under which all things fall: substance, quantity, quality, relation, place, time, posture, state, action and passion. He thought that things falling under all categories could be subject of essential predications, but only substances can keep their identities while undergoing change in time. In general the categories express metaphysical principles that set limits on meaningful discussions. Kant’s idea of categories differentiated from Aristotle’s in the sense that, he argued rather being empirical, in order for the categories to be successful, they must show that the concepts are pure and have originated in understanding rather than sensibility. In addition the list must include only fundamental concepts, and it must be systematic to ensure completeness. Kant believes it is possible to obtain a complete list because pure concepts express functions of the understanding, thus the key to a complete list is to assume that the understanding has one function. It can be argued that this method is an improvement over Aristotle’s who merely conducted an empirical survey of concepts, which can never guarantee the systematic completeness of the list. In Aristotle’s case it is unclear whether he saw it as a doctrine about things and their basic properties or about language and its basic predicates; whereas  Kant  quite explicitly used his categories as features of our way of thinking, and so applied them only to things as they appear to us, not as they really or ultimately are† (Barnes, 1995, p75). In conclusion Aristotle and Kant’s metaphysics differentiate in the sense that one is arguing in favor of rea lism and the other is arguing in favor of Nominalism. Although there is no doubt that both ideas have faults, the account I agree the most with is indeed Aristotle’s conception of metaphysics as it focuses on the logical necessity of metaphysics rather than psychological. The main differences between the two accounts can be seen in their treatment of perception, treatment of universals and treatment of language. Bibliography Ackrill, J. L. 1995. Aristotle. London: Routledge. 161 Allison, H. E. 2012. Essays on Kant. Oxford: Oxford University Press Barnes, J. 1995. The Cambridge companion to Aristotle. Cambridge: Cambridge University Press Buroker, J. V. 2006. Kant’s Critique of pure reason: an introduction. Cambridge: Cambridge University press. Page 8 Collingwood, R. G, 1966. An essay on Metaphysics. Oxford: Oxford University Press. Hanna, R. 2006. Kant, Science and Human Nature. Oxford University Press: Oxford. Loux, J. 2006. Metaphysics a contemporary introduction. London: Routledge Ross, D. 1996. Aristotle. London: Routledge Shields, C. 2007. Aristotle. London: Routledge Gardner, S. 1999. Kant and the Critique of Pure Reason. London: Routledge Smith, N. K. 2007. Critique of Pure Reason. London: Palgrave Macmillan Warrington, J. 1956. Aristotle’s Metaphysics. London: J. M. Dent Sons How to cite Difference in Metaphysics Between Aristotle and Kant, Papers

The Reconstruction of the Nation Essay Example For Students

The Reconstruction of the Nation Essay The Reconstruction of the Nation Essay The Civil War was inevitable and regardless of the outcome on the fields of battle, the reconstruction of the nation was equally inevitable because as much as the North and the South had irrevocable differences, it was in the mutual interest of the North, the South and the West to maintain a relationship based on symbiosis. The Civil War and the reconstruction of the nation were bound to happen. There was a great diversity throughout the nation within the three sections. Differences in opinions and rules in slavery, economic and civilization differences are all examples of causes of the Civil War. However, the reconstruction of the nation was necessary, because the three sections needed each other to survive. We will write a custom essay on The Reconstruction of the Nation specifically for you for only $16.38 $13.9/page Order now The Civil war was inevitable. Because of the great diversity between the North and the South, the Civil War was bound to happen. Slavery was one of the many causes of the Civil War. It presented a moral issue, since it dealt with human beings and invaded individual freedom and democratic ideals. Slavery greatly distinguished the South from the North, and was the major issue dividing the two sections. The differences in economy also added to the cause of the Civil War. The South had become agricultural, and the North had become industrial. These economic differences led to sectional rivalry on issues such as slavery and the protective tariff. The interpretation of the federal Union differed between the two sections as well. The South insisted that the federal Union was created by the states; therefore, any state had the right to secede. The North thought otherwise; they believed that people created the Union and no state had the right to secede. The South favored, and the North opposed the extension of slavery into the West. Most of the West became tied economically to the North by a network of railroads and trade. Southerners realized that Western lands were not suitable for cotton culture, and realized that they were losing Western support, and the South would remain a minority section in the Union. The North and the South had differences in civilization. A small aristocracy of influential planter families dominated the Southern civilization, compared to the more dynamic and democratic Northern civilization. This difference in civilizations made understanding each others point of view difficult, which added to the causes of the war. Lastly, people in both the North and the South exaggerated differences. The Northerners gave unfair stereotypes of Southern slave owners, as the Southerners did with free-soilers and Republicans. All of these elements added to the cause of the Civil War, and no single cause brought about the Civil War. The reconstruction of the nation was equally inevitable because as much as the North and the South had irrevocable differences, it was in the mutual interest of the North, the South, and the West to maintain a relationship based on symbiosis. The simulation showed how one section depended upon the other two, as well as outside countries and states such as Great Britain, Japan, Hawaii and California for various things. Trade was one of the most important elements in the simulation. Trade routes were necessary for the shipment of raw materials, finished products, goods, and many more items. The South had full control of the most important water route, the Mississippi River. It was necessary for the West and the North to deal with the South to gain use of this water way. The west sold Kansas and land from Texas to Arkansas (excluding Missouri) to the South for a mere $2 million, but gained free use of the Mississippi River from Iowa to Louisiana. The North provided free use of the Mississippi River and agreed to prohibit use of the Mississippi River to the West. The West built a railroad throughout the West to the port of San Diego, which will be open to all. The South provided slaves to build a railroad from Alabama to Pennsylvania. .u30aaba4b6232e25af954911c895e33a5 , .u30aaba4b6232e25af954911c895e33a5 .postImageUrl , .u30aaba4b6232e25af954911c895e33a5 .centered-text-area { min-height: 80px; position: relative; } .u30aaba4b6232e25af954911c895e33a5 , .u30aaba4b6232e25af954911c895e33a5:hover , .u30aaba4b6232e25af954911c895e33a5:visited , .u30aaba4b6232e25af954911c895e33a5:active { border:0!important; } .u30aaba4b6232e25af954911c895e33a5 .clearfix:after { content: ""; display: table; clear: both; } .u30aaba4b6232e25af954911c895e33a5 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u30aaba4b6232e25af954911c895e33a5:active , .u30aaba4b6232e25af954911c895e33a5:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u30aaba4b6232e25af954911c895e33a5 .centered-text-area { width: 100%; position: relative ; } .u30aaba4b6232e25af954911c895e33a5 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u30aaba4b6232e25af954911c895e33a5 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u30aaba4b6232e25af954911c895e33a5 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u30aaba4b6232e25af954911c895e33a5:hover .ctaButton { background-color: #34495E!important; } .u30aaba4b6232e25af954911c895e33a5 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u30aaba4b6232e25af954911c895e33a5 .u30aaba4b6232e25af954911c895e33a5-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u30aaba4b6232e25af954911c895e33a5:after { content: ""; display: block; clear: both; } READ: Galileo Galilei Essay The North provided technical assistance and material to build the railroad. Both the North and the South had free use of the railroad. The West and the North agreed to constant trade for 20 years. The West sold cattle, . The Reconstruction of the Nation Essay Example For Students The Reconstruction of the Nation Essay The Reconstruction of the Nation Essay The Civil War was inevitable and regardless of the outcome on the fields of battle, the reconstruction of the nation was equally inevitable because as much as the North and the South had irrevocable differences, it was in the mutual interest of the North, the South and the West to maintain a relationship based on symbiosis. The Civil War and the reconstruction of the nation were bound to happen. There was a great diversity throughout the nation within the three sections. Differences in opinions and rules in slavery, economic and civilization differences are all examples of causes of the Civil War. However, the reconstruction of the nation was necessary, because the three sections needed each other to survive. We will write a custom essay on The Reconstruction of the Nation specifically for you for only $16.38 $13.9/page Order now The Civil war was inevitable. Because of the great diversity between the North and the South, the Civil War was bound to happen. Slavery was one of the many causes of the Civil War. It presented a moral issue, since it dealt with human beings and invaded individual freedom and democratic ideals. Slavery greatly distinguished the South from the North, and was the major issue dividing the two sections. The differences in economy also added to the cause of the Civil War. The South had become agricultural, and the North had become industrial. These economic differences led to sectional rivalry on issues such as slavery and the protective tariff. The interpretation of the federal Union differed between the two sections as well. The South insisted that the federal Union was created by the states; therefore, any state had the right to secede. The North thought otherwise; they believed that people created the Union and no state had the right to secede. The South favored, and the North opposed the extension of slavery into the West. Most of the West became tied economically to the North by a network of railroads and trade. Southerners realized that Western lands were not suitable for cotton culture, and realized that they were losing Western support, and the South would remain a minority section in the Union. The North and the South had differences in civilization. A small aristocracy of influential planter families dominated the Southern civilization, compared to the more dynamic and democratic Northern civilization. This difference in civilizations made understanding each others point of view difficult, which added to the causes of the war. Lastly, people in both the North and the South exaggerated differences. The Northerners gave unfair stereotypes of Southern slave owners, as the Southerners did with free-soilers and Republicans. All of these elements added to the cause of the Civil War, and no single cause brought about the Civil War. The reconstruction of the nation was equally inevitable because as much as the North and the South had irrevocable differences, it was in the mutual interest of the North, the South, and the West to maintain a relationship based on symbiosis. The simulation showed how one section depended upon the other two, as well as outside countries and states such as Great Britain, Japan, Hawaii and California for various things. Trade was one of the most important elements in the simulation. Trade routes were necessary for the shipment of raw materials, finished products, goods, and many more items. The South had full control of the most important water route, the Mississippi River. It was necessary for the West and the North to deal with the South to gain use of this water way. The west sold Kansas and land from Texas to Arkansas (excluding Missouri) to the South for a mere $2 million, but gained free use of the Mississippi River from Iowa to Louisiana. The North provided free use of the Mississippi River and agreed to prohibit use of the Mississippi River to the West. The West built a railroad throughout the West to the port of San Diego, which will be open to all. The South provided slaves to build a railroad from Alabama to Pennsylvania. .u0a6354595e24a16ada44e4bf1e6fa077 , .u0a6354595e24a16ada44e4bf1e6fa077 .postImageUrl , .u0a6354595e24a16ada44e4bf1e6fa077 .centered-text-area { min-height: 80px; position: relative; } .u0a6354595e24a16ada44e4bf1e6fa077 , .u0a6354595e24a16ada44e4bf1e6fa077:hover , .u0a6354595e24a16ada44e4bf1e6fa077:visited , .u0a6354595e24a16ada44e4bf1e6fa077:active { border:0!important; } .u0a6354595e24a16ada44e4bf1e6fa077 .clearfix:after { content: ""; display: table; clear: both; } .u0a6354595e24a16ada44e4bf1e6fa077 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u0a6354595e24a16ada44e4bf1e6fa077:active , .u0a6354595e24a16ada44e4bf1e6fa077:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u0a6354595e24a16ada44e4bf1e6fa077 .centered-text-area { width: 100%; position: relative ; } .u0a6354595e24a16ada44e4bf1e6fa077 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u0a6354595e24a16ada44e4bf1e6fa077 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u0a6354595e24a16ada44e4bf1e6fa077 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u0a6354595e24a16ada44e4bf1e6fa077:hover .ctaButton { background-color: #34495E!important; } .u0a6354595e24a16ada44e4bf1e6fa077 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u0a6354595e24a16ada44e4bf1e6fa077 .u0a6354595e24a16ada44e4bf1e6fa077-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u0a6354595e24a16ada44e4bf1e6fa077:after { content: ""; display: block; clear: both; } READ: Blood is Thicker than Water Essay The North provided technical assistance and material to build the railroad. Both the North and the South had free use of the railroad. The West and the North agreed to constant trade for 20 years. The West sold cattle, . The Reconstruction of the Nation Essay Example For Students The Reconstruction of the Nation Essay The Reconstruction of the Nation Essay The Civil War was inevitable and regardless of the outcome on the fields of battle, the reconstruction of the nation was equally inevitable because as much as the North and the South had irrevocable differences, it was in the mutual interest of the North, the South and the West to maintain a relationship based on symbiosis. The Civil War and the reconstruction of the nation were bound to happen. There was a great diversity throughout the nation within the three sections. Differences in opinions and rules in slavery, economic and civilization differences are all examples of causes of the Civil War. However, the reconstruction of the nation was necessary, because the three sections needed each other to survive. We will write a custom essay on The Reconstruction of the Nation specifically for you for only $16.38 $13.9/page Order now The Civil war was inevitable. Because of the great diversity between the North and the South, the Civil War was bound to happen. Slavery was one of the many causes of the Civil War. It presented a moral issue, since it dealt with human beings and invaded individual freedom and democratic ideals. Slavery greatly distinguished the South from the North, and was the major issue dividing the two sections. The differences in economy also added to the cause of the Civil War. The South had become agricultural, and the North had become industrial. These economic differences led to sectional rivalry on issues such as slavery and the protective tariff. The interpretation of the federal Union differed between the two sections as well. The South insisted that the federal Union was created by the states; therefore, any state had the right to secede. The North thought otherwise; they believed that people created the Union and no state had the right to secede. The South favored, and the North opposed the extension of slavery into the West. Most of the West became tied economically to the North by a network of railroads and trade. Southerners realized that Western lands were not suitable for cotton culture, and realized that they were losing Western support, and the South would remain a minority section in the Union. The North and the South had differences in civilization. A small aristocracy of influential planter families dominated the Southern civilization, compared to the more dynamic and democratic Northern civilization. This difference in civilizations made understanding each others point of view difficult, which added to the causes of the war. Lastly, people in both the North and the South exaggerated differences. The Northerners gave unfair stereotypes of Southern slave owners, as the Southerners did with free-soilers and Republicans. All of these elements added to the cause of the Civil War, and no single cause brought about the Civil War. The reconstruction of the nation was equally inevitable because as much as the North and the South had irrevocable differences, it was in the mutual interest of the North, the South, and the West to maintain a relationship based on symbiosis. The simulation showed how one section depended upon the other two, as well as outside countries and states such as Great Britain, Japan, Hawaii and California for various things. Trade was one of the most important elements in the simulation. Trade routes were necessary for the shipment of raw materials, finished products, goods, and many more items. The South had full control of the most important water route, the Mississippi River. It was necessary for the West and the North to deal with the South to gain use of this water way. The west sold Kansas and land from Texas to Arkansas (excluding Missouri) to the South for a mere $2 million, but gained free use of the Mississippi River from Iowa to Louisiana. The North provided free use of the Mississippi River and agreed to prohibit use of the Mississippi River to the West. The West built a railroad throughout the West to the port of San Diego, which will be open to all. The South provided slaves to build a railroad from Alabama to Pennsylvania. .u81c22ce4db8ef4e13fb74f1a08025a76 , .u81c22ce4db8ef4e13fb74f1a08025a76 .postImageUrl , .u81c22ce4db8ef4e13fb74f1a08025a76 .centered-text-area { min-height: 80px; position: relative; } .u81c22ce4db8ef4e13fb74f1a08025a76 , .u81c22ce4db8ef4e13fb74f1a08025a76:hover , .u81c22ce4db8ef4e13fb74f1a08025a76:visited , .u81c22ce4db8ef4e13fb74f1a08025a76:active { border:0!important; } .u81c22ce4db8ef4e13fb74f1a08025a76 .clearfix:after { content: ""; display: table; clear: both; } .u81c22ce4db8ef4e13fb74f1a08025a76 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u81c22ce4db8ef4e13fb74f1a08025a76:active , .u81c22ce4db8ef4e13fb74f1a08025a76:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u81c22ce4db8ef4e13fb74f1a08025a76 .centered-text-area { width: 100%; position: relative ; } .u81c22ce4db8ef4e13fb74f1a08025a76 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u81c22ce4db8ef4e13fb74f1a08025a76 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u81c22ce4db8ef4e13fb74f1a08025a76 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u81c22ce4db8ef4e13fb74f1a08025a76:hover .ctaButton { background-color: #34495E!important; } .u81c22ce4db8ef4e13fb74f1a08025a76 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u81c22ce4db8ef4e13fb74f1a08025a76 .u81c22ce4db8ef4e13fb74f1a08025a76-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u81c22ce4db8ef4e13fb74f1a08025a76:after { content: ""; display: block; clear: both; } READ: Educational Psychology: The Life History of Leta Stetter Hollingworth example Essay The North provided technical assistance and material to build the railroad. Both the North and the South had free use of the railroad. The West and the North agreed to constant trade for 20 years. The West sold cattle, .

Proper Punctuation for Appositive Phrases

Proper Punctuation for Appositive Phrases Proper Punctuation for Appositive Phrases Proper Punctuation for Appositive Phrases By Mark Nichol When two terms that mean the same thing are introduced in succession in a sentence, careless writers, by omitting a crucial comma, often imply that the definition of the terms is in fact distinct. Here are some examples of misleading statements, plus discussions and revisions. 1. â€Å"Sunlight is a mixture of different colors or wavelengths, which combine to form white light.† Colors and wavelengths are, for practical purposes, the same thing, but â€Å"colors or wavelengths† implies otherwise. To signal that wavelengths is an alternative term for colors, it should be set off in an appositive phrase: â€Å"Sunlight is a mixture of colors, or wavelengths, that combine to form white light.† (Notice, too, the replacement of which with that and the deletion of the comma that followed it not all colors, or wavelengths, combine to form white light; only these do. I also deleted the usually superfluous adjective different.) 2. â€Å"Its odd properties are essential for the evolution and survival of life on Earth, particularly given its ability to form a weak connection called a hydrogen or H-bond.† The weak connection is not called a hydrogen or H-bond, and it does not have the alternative names hydrogen and H-bond, both of which possibilities are suggested by this statement; the choices are â€Å"hydrogen bond† and H-bond. To indicate that H-bond is a distinct term, that it is not an alternative to hydrogen alone, and that it is an abbreviation of â€Å"hydrogen bond† requires a minimal pair of corrections: the use of the full phrase â€Å"hydrogen bond† and the insertion of a comma after that phrase. The revision is â€Å"Its odd properties are essential for the evolution and survival of life on Earth, particularly given its ability to form a weak connection called a hydrogen bond, or H-bond.† 3. â€Å"Then, as that part of Earth passes out of the gravitational bulge, the tide goes out or ebbs.† Again, the lack of a comma between two terms separated by or implies distinct meanings (suggesting that going out and ebbing are different actions), but this sentence, in describing a scientific phenomenon, explains a process and then supplies a perhaps unfamiliar synonym, so a comma should divide them. But there’s another problem one that I haven’t seen discussed in writing guides or grammar handbooks but that has always bothered me: Why, when introducing a new term, supply the better-known synonym or a definition first what’s the use of including the new term if it’s not presented before the aid to comprehension? It seems more logical to provide the new term first, then provide context: â€Å"Then, as that part of Earth passes out of the gravitational bulge, the tide ebbs, or goes out.† (The second example in this post at least positions the appositive terms sensibly, and the first example does not apply, as one term does not define the other, as here, or clarify it, as in the second example.) Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Punctuation category, check our popular posts, or choose a related post below:10 Grammar Mistakes You Should AvoidStory Writing 101The Difference Between "Un-" and "Dis-"

The French Expression Aller Is Integral

The French Expression Aller Is Integral The French verb aller, which means to go, is used in many French idiomatic expressions. Learn how to go fishing, get to the bottom of things, go away and more with this list of expressions with aller. Theres a good reason why so many expressions use aller; its one of the most common and important verbs in the French language. There are a few basics to keep in mind with aller.  First, its an irregular verb, so it doesnt follow typical conjugation patterns. You just have to memorize its many forms. Second, the very common passà © composà © tense of aller uses the auxiliary verb à ªtre. (Je suis allà © means  I went, I have gone). This means that the past participle in this instance, has to agree with the Je,  or the I thats speaking. So If a girl said that, the past participle would have an additional e at the end of the participle to indicate a feminine subject: Je suis  allà ©e.   Another important peculiarity of aller is its use in constructing the near future. Combine the present tense of  aller the infinitive of an action verb to make the near future, or  le futur proche. The construction means  to be going to or to be going to do something. Common French Expressing Using Aller French Expression English Translation aller la pà ªche to go fishing aller la rencontre de quelqu'un to go meet someone aller pied to go on foot aller quelqu'un to be becoming, to suit aller au-devant de quelqu'un to go meet someone aller au fond des choses to get to the bottom of things aller avec quelque chose to match; to go with something aller chercher to go get; to get; to fetch aller de pair avec to go hand in hand with aller en voiture to go by car aller sans dire; à §a va sans dire to go without saying; that goes without saying Allez-y! Go ahead! Allons donc! Come on then! Allons-y ! Let's go! Ça va ? Comment allez-vous ? Comment vas-tu ? How are you? On y va ? Shall we go? On y va ! Let's go! s'en aller to go away

Effective Management in Construction Industry Essay

Effective Management in Construction Industry - Essay Example These materials are useful even to construction managers with general knowledge on management. This essay is geared towards putting together the essential components as far as construction manager's roles are concerned in ensuring the timeliness of a specific project. It tries to emphasize the traditional yet crucial management functions such as planning, organizing, staffing, budgeting, and coordinating and its contribution to the completion of the project within deadlines set. This also provides inputs or synthesis of studies related to construction industry that is contributory to improving implementation efficiency and completed projects' quality. Let us consider a project and its management in the general context in order to understand the process. Project management in the universal context is defined by most literatures as a process by which an idea or project is created, processed, and accepted, and from which resources, whether materials, financial and manpower, are allocated, directed, and carefully coordinated to achieve the goals with the optimum quality, cost, and timeliness (Hendrickson 1998, Jones 2003, FTA 2006:1-9). Based on the definition of the Federal Transit Administration, a project is "made up of a group of interrelated work activities constrained by a specific scope, budget, and schedule to deliver capital assets needed to achieve the strategic goals of an Agency" (2006: 1-3) or a corporate organization for that matter. These aspects hold specifically true for construction projects, over-all goals of which revolve around the idea of delivering the project on time, with quality, and ensuring optimum benefits to the company and the owner. The interrelated tasks inherent in a project, in most cases, require specialized workers to handle and deal with. The efficiency of the management teams in handling the works within a project dictates the pace by which it is done and is among the most crucial in completing the project within the time frame. Besides, it is the management that closely deals with the owner, users or sponsor of a construction project and "it will be wise for any owner to have a clear understanding of the acquisition process in order to maintain firm control of the quality, timeliness and cost of the completed facility."(Hendrickson 1998) There are a lot of approaches to project management that a project manager can use depending on the type of work to be done. Individual projects may vary in their scope of work and life cycle. Recent innovative approaches to project management as far as construction industry is concerned are a subject of many researches and studies in the field. These studies and recommendations from researches can be applied in the actual management of the project. FTA (2006:1-9) states that the project management process begins with identification of the user requirement, project constraints, resource needs, and establishment of realistic objectives to meet the strategic goals. The common life cycle is presented in Figure 1. It usually starts with user demand and ends up to the structures intended usable life. Figure 1 The Project Life Cycle of a Constructed Facility (Hendrickson 1998) The primary concern of the construction manager is

Could the south have won the civil war If so how, if not then why not Essay

Could the south have won the civil war If so how, if not then why not - Essay Example The north had a largely urbanised background with flourishing industrial capabilities. Rapid technological developments were shaping how things had been done for centuries. The railroad was expanding westwards and liberty was in the air. Large manufacturing concerns were being established. Management was evolving to promote efficiency and innovation. Furthermore, a class of individuals was emerging that were to become the modern American middle class. These groups were ardent political supporters of anti slavery drives though their numbers were as yet not very significant. On the other hand, the south was predominantly agricultural. Farm labour consisted of slaves whose ancestors had been imported from Africa. Conservatism was rampant and white supremacy was considered as an ultimate truth. Capital was abundant too as the large farmers had no one to share profits with. Cotton was the mainstay of the southern economy. It was exported to cotton mills in Europe and in the north. Militar y tradition was more rampant in the south than in the north. Boys were taught how to ride and shoot at an early age given the agrarian society’s feuds. The war began as the south gathered its army and invaded Fort Sumter in South Carolina. Then President Abraham Lincoln urged northern states to assemble a volunteer army to deal with the situation. This caused another four states to drift over into the southern camp. The south’s position was strengthened at this point in the war. If the south had wanted to make major strides in the war, it ought to have been better planned and organised than it was. The attack of the Confederate army on Fort Sumter caught the north off guard. The south could have achieved major victories if it invaded with a larger army that engaged more targets simultaneously. This would have helped the south in causing panic and confusion in the ranks of the north. The overwhelming display of power may even have led to more accessions by Union states. Furthermore, the organised all out attack would have sent the Union running and figuring out what to do next. However, what happened on ground was entirely different. The Confederacy’s attack on Fort Sumter served as a rallying point for the northern states. It alerted them to the danger posed by the South. The Union was both proactive and swift in its reaction. An army of volunteers was assembled on ground while a naval blockade was imposed. The Union’s land armies could not achieve victories in the beginning. The level of organisation and the equipment used were not up to the mark. However, the naval blockade served as a double edged sword. On the one hand, the export of cotton virtually ended and on the other hand imports could not be brought in to reinforce the Confederate army’s stock. As mentioned earlier, cotton was the mainstay of the southern economy. Loss of cotton exports meant that revenue generation suffered gravely in the south. The naval blockade also had another profound effect. Foreign intervention was discouraged from taking any real part given the naval blockade. Foreign intervention could only be possible if the naval blockade was removed and foreign troops and supplies could flow into the south. No external power was ready or willing to support the South’s cause by direct military involvement. Another notable issue is the way in which this war was conducted on either side. Initially the south was very aggressive. It

The Meaning of Life Essay -- Exploratory Essays Research Papers

The Meaning of Life My few years on this planet have been a bit confusing. I have learned of many aspects of life from which one can draw meaning, if indeed such meaning can be drawn. I have also learned that there can be no singular meaning of life to stand for us all, or even any one of us. What I have learned above all is that trying to put words to the meaning of life is a task of absolute absurdity. This is not to be confused with the idea that life has no meaning, for life certainly has meaning. However, there is no single meaning of life to be defined - life is different for us all. Therefore, rather than define life for an entire planet, I shall try to explain what life means as I perceive it, and why it means so. When I was a child I felt as though I owned the world. I lived my young life oblivious to the struggles and triumphs of society, simply happy for being in my place with my things. On one cool January evening, as I sat in my room playing with my favorite action figures, simply holding my contentment, my father interrupted my peace to take the family out for dinner. The meal was pleasant to my knowledge, but so ordinary in itself that the meal has long been forgotten, except dessert. I wanted ice cream, but I had no care for the waffle ice cream cones; I preferred my ice cream to be served in a bowl. As I extended for my spoon, it slipped between my fingers and tumbled to the floor. I was taught to never eat with a dirty utensil, but to leave it on the floor would be impolite, so I reached for it intending to place it on the table. As my fingers grasped the shiny object, my forehead nudged the bowl of ice cream that happened to be conveniently near the edge of the table. It was a health... ...to learn - it is a reciprocal relationship, and both aspects are required elements of life. What does this mean? Does this mean that life is merely a story written from the suffering and laughing over a few revolutions around a star, while learning what can be learned before the experience is over? I try not to confuse life with such confusing meanings, for there are far too many reasons to contradict such meanings and even more opinions. Simply put, the sole purpose of life is to just go with the flow. Whatever happens should happen naturally, and it cannot happen by any other method. Even supernatural interference, if present, can be viewed as natural, for who or what am I to decide that the hand of God is not natural? Who am I to say that I am even living outside of my own mind? In conclusion, I have narrowed life to one simple purpose: to live.

Hubspot Case Study

Case Study: HubSpot 1. ** Do you agree with HubSpot that the â€Å"rules of marketing† have changed? If so, how? Is inbound marketing the answer? Why or why not? 1. I do agree with HubSpot that the â€Å"rules of marketing† have changed. But I do not think that the position of traditional outbound marketing will be totally replaced by inbound marketing. Inbound marketing is a type of marketing strategy through Internet that focuses on getting the qualified custom’ attention and attracting them to find out and learn about what they want and what they need.Companies using inbound marketing strategies relied on market research methods to gain and analyze the information about interests and needs of customers. In contrast, traditional outbound marketing strategies increase a company’s awareness and brand image by all kinds of advertising and promotional activities (such as TV commercials, print advertisements, direct marketing, etc) to find and attract custome rs. With the coming of the era of Web 2. 0, Internet usage becomes more and more common.As a result, inbound marketing contents (like blogs, videos, eBooks, and so on), SEO, and other online marketing and social media platforms will definitely support inbound marketing to become a very important type of marketing strategy. However, I think there will still be some room for outbound marketing in the future since it’s the basement of all kinds of marketing approaches. So I think the mix of inbound and outbound marketing will be the main trend for most companies during the era of Web 2. 0. 2. ** Is HubSpot finding and serving the right set of customers?Given its position as a start-up company, should it widen its focus to serve any customer that comes its way? Or narrow its target, by focusing exclusively on either Owner Ollies or Marketing Marys? Or by focusing exclusively on either B2B or B2C customers? 2. As a start-up company, in my opinion, HubSpot should narrow its target since they have relatively limited resources. Between the choices of Owner Ollies and Marketer Marys, HubSpot can choose one as their exclusive target during their start-up period.In spite the fact that Marketer Marys had more needs of HubSpot’s services and more money to spend on products like HubSpot, Owner Ollies accounts for 73% percent of total customers. Although the profit after acquiring Owner Ollies is much more, Marketer Marys are easier and cheaper to reach and more likely to acquire. As a start-up company, HubSpot needed more money and resources to get started and develop. So, in my opinion, they can narrow their target to Marketer Marys at first. 5. ** Halligan and Shah want HubSpot to be marketing what salesforce. com is to sales. What would your plan of action be to make this happen?Why would you take these actions? What keeps you up at night about your plan? 5. What I concerns the most about HubSpot is that it is facing the threat of competitions from larger a nd more established companies providing similar services. To make HubSpot at the position in marketing field as Salesforce. com in sales field, it is necessary to realize and learn about the competitions in the market. In my opinion, HubSpot needs to quickly go through the start-up period and enlarge to a certain size. Thus, they can expand their target much more widely, and then play to their advantages.

Brand and Snapple - Free Essay Example

Sample details Pages: 25 Words: 7382 Downloads: 5 Date added: 2017/09/14 Category Advertising Essay Did you like this example? 9-599-126 REV: DECEMBER 5, 2003 JOHN DEIGHTON You remember the ‘80s, Philip? – Of course. God hated the ‘80s. – He didn’t like anything? He liked Snapple. Don’t waste time! Our writers will create an original "Brand and Snapple" essay for you Create order – God liked Snapple? Not all the flavors. — From a 1998 episode of â€Å"Chicago Hope,† a network television drama Arnie Greenberg, Leonard Marsh, and Hyman Golden had been friends since high school. In 1972, they went into business selling all-natural apple juice to health food stores in Greenwich Village under the brand name Snapple. By the late 1980s, their brand had achieved near-cult status on both coasts of the United States, with its iced teas particularly in demand. It had taken 15 years, they said, to become an overnight success. In 1994 Quaker bought Snapple for $1. 7 billion. The vision had been to combine Snapple with Gatorade, an earlier and very successful acquisition, to form a powerful beverage business unit. Snapple, however, did not thrive: sales fell in each of the next four years, and in 1997 Quaker despaired and sold the brand to Triarc Beverages for $300 million. In the fallout that followed, both Quaker’s chairman of 16 years and its president resigned. Mike Weinstein, CEO of Triarc Beverage Group, reflected on the acquisition. â€Å"At $300 million, Snapple is not a steal by any means. It’s in decline, and when that happens to a brand it’s seldom that it comes back. We’re in a fashion business here, and when your imagery isn’t fashionable, often that’s the end. But we’ve talked to a lot of consumers and we did a lot of qualitative research, and we’ve decided that in this case the brand still has inherent strength. People feel good about it. It will respond to the right marketing stuff. † ___________________________________________________________ ____________________________________________________ Professor John Deighton prepared this case. HBS cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. Copyright  © 1999 President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call 1-800-545-7685, write Harvard Business School Publishing, Boston, MA 02163, or go to https://www. bsp. harvard. edu. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of Harvard Business School. 599-126 Snapple 1972–1986: The Origins of the Brand Arnie Greenberg’s family ran a sardine and pickle store in Ridgewood in Queens, New York. His friends Leonard Marsh and Hyman Golden helped him in the store, and in turn he helped them to manage their window-washing business. In the climate of the 1960s, Arnie encouraged the family to stock health foods. The three saw the popularity of natural no-preservative fruit juices in the store, and teamed up with a California-based juice company to manufacture and distribute a bottled apple drink. Eventually they broke away from the California partner and founded their own company— Unadulterated Food Products—and the Snapple brand. 1 â€Å"100% Natural† became Snapple’s mantra. The business grew slowly using internally generated funds. It outsourced production and product development and built a network of distributors across New York City. Where possible, it sought individual distributors working for their own account, and found as a result that the business needed to broaden the product line to keep distributors occupied. It added carbonated drinks, fruit-flavored iced teas, diet juices, seltzers, an isotonic sports drink, and even a Vitamin Supreme. Some succeeded and many failed, but premium pricing on the successful products covered losses on the failures. Revenues and profits grew with expansion of distribution into New Jersey and Pennsylvania. In 1984 annual turnover was $4 million and it doubled by 1986 to $8 million. In response to pleas from Snapple’s distributors, the founders commissioned advertising. Jonathan Bond and Richard Kirshenbaum, who managed the Snapple account later, described this early advertising as follows: When tennis star Ivan Lendl was featured in several ads, the idea didn’t quite come off. (He) kept mispronouncing the name as â€Å"Shnapple. † Luckily the ads were so bad that they didn’t do the brand any harm. Had those schlocky ads been just a little better, they actually would have been worse for Snapple. The ineptness of the ads actually came off as charming, just like the cluttered packaging. 2 Snapple was just one of many small beverage brands aspiring to appeal to young, healthconscious urban professionals in the 1980s. Napa Naturals, Natural Quencher, SoHo, After the Fall, Ginseng Rush, Elliot’s Amazing, Old Tyme Soft Drink, Manly Sodas, Syfo, and Original New York Seltzer were some of the many contenders in what eventually came to be called the New Age or Alternative beverage category. 987–1993: The Glory Years The vision of many entrepreneurial founders was to exit via acquisition. For example, the founders of SoHo—Connie Best and Sophia Collier—took sales to $25 million and then sold the company to liquor giant Seagram in 1989 for $15 million. They explained that they were handing off to a buyer with deeper pockets. Seagram expanded distribution and ad vertising, dismantling the independent distribution network in favor of its own wine cooler distribution chain. The Snapple founders, however, decided to cope with the next stage of growth by hiring professional management. They turned to Carl Gilman, a beverage industry veteran from Seven-Up, 1 Drawn from Cynthia Riggs, â€Å"Snapple Cracks Tough Pop Market,† Crain’s New York Business, August 14, 1989 and Cara Trager, â€Å"Niche Entrepreneurs,† Beverage World, October 1989. 2 Jonathan Bond and Richard Kirshenbaum, Under the Radar (New York: John Wiley and Sons, 1998). 2 Snapple 599-126 to run sales and marketing. Gilman used focus groups to tell him how to improve Snapple’s label design. He increased the advertising budget to $1 million and intensified the independent distributor system throughout the East Coast. He viewed expansion to the West Coast as premature and a dilution of effort. â€Å"The stronger we build the East Coast, the more the West Coast will want us. †3 The distribution system grew until Snapple had a network of 300 small, predominantly familyowned distributors servicing convenience chains, pizza stores, food service vendors, gasoline stations, and so-called mom-and-pop stores. A press story described the work as â€Å"salesman, truck loader, driver, heavy lifter and bill collector, all in one. 4 Distribution in Boston was in the hands of Ted Landers, who had married into a Boston beer distribution company and now employed 11 people and several trucks to serve what he called the up-and-down-the-street business in soft drinks: In 1985 we were distributing several brands of single-serve beverage, SoHo and others. We saw lots of excitement around Snapple, and Snapple was doing its own distribution in Boston—about 250,000 cases a year—so we went to them an d offered to grow their volume, which we did, up to a million cases a year. We invested in coolers and vending machines for convenience stores, and talked up the product. We visited supermarkets, but they wanted slotting allowances and service calls, which can put a strain on my pocket book, so we stayed away from them in the main. Supermarkets were no more than 10% of my volume in 1994. Nationally, supermarkets accounted for about 20% of Snapple’s sales. Snapple’s promotion was an offbeat blend of public relations and advertising. The story of the three founders’ success in an industry dominated by multinational behemoths was told many times in many media. Advertising agency Kirshenbaum, Bond Partners created a spokesmodel for the brand in the form of Wendy Kaufman, a former truck dispatcher with a brash New York attitude. Wendy received paid exposure in the brand’s advertising, but her eccentric personality also attracted unpaid media attention. She appeared on television shows such as Oprah and David Letterman, where she read Letterman’s â€Å"Top 10 Least Favorite Snapple Drinks,† and was interviewed by USA TODAY. At times she attracted 2,000 letters a week. She made appearances at retail stores, and accepted invitations to sleepovers, Bar Mitzvahs, and prom dates. In a similar vein, the brand sponsored the radio programs of two very popular 1980s exponents of shock radio. Howard Stern specialized in tasteless and often outrageously sexist humor, and Rush Limbaugh built a following as an advocate of right wing political and social ideas delivered in a style that combined protracted ranting with acid sarcasm. In exchange for sponsorships on both shows, the brand received on-air endorsement and sometimes became the subject of Stern’s banter and Limbaugh’s rants. Stern got to know the founders of the business personally and conveyed to his listeners a genuine and infectious regard for the products and the people behind them. Kirshenbaum, Bond adopted â€Å"100% Natural† not only as an advertising line, but as the test which all marketing actions had to pass: 3 Trager, op cit. 4 Glen Collins, â€Å"On the Front Lines of the Beverage Wars: The Life of a Snapple Distributor, Surviving Robbers, Illegal Parkers and the Usual Cutthroat Competition,† The New York Times, December 3, 1997. 3 599-126 Snapple Everything should and would be natural and real. We would use real people in real circumstances. Everything that happened on a Snapple shoot was real. And we would run on air only what really happened, even if it didn’t turn out the way we scripted it. We got a letter from a woman who claimed that her dog Shane came running every time he heard a Snapple cap being opened. We called him â€Å"Shane, the wonder dog. † But when we got there and tried it, nothing happened. The dog just sat there. So we ran the spot with the dog just lying there. 5 On a summer day in Hempstead, Long Island, Snapple invited consumers to a Snapple Convention. Over 5,000 people sent the required $5 and 20 Snapple labels, and participated in a day of Snapple-themed fun and games. A Snapple fashion show was won by a woman in a dress made of Snapple caps. Growth in the Alternative beverage category was explosive, with Snapple leading the way. Snapple sales grew from $80 million in 1989 to $231 million in 1992 and $516 million in 1993. Competition grew commensurately, though Snapple’s share remained steady at about 30%–40% of the rather hard-to-define category. (See Exhibits 1, 2, 3, 4, and 5 for estimates of the growth and structure of the market and brand. Brands like Clearly Canadian and Mistic appeared and Coke and Pepsi were rumored to be entering. Seagram, however, failed to benefit from the market’s expansion, and sold SoHo for an estimated $1 million in 1992. Efforts to replicate its wine cooler success in the Alternative category had been unsuccessful. Industry observers attributed its difficulties to raising pric e, to tampering with flavors, and to dropping the patchwork of small distributors in favor of large liquor wholesalers. Seagram’s president explained, â€Å"We are a large company and we should be operating large businesses. 6 In 1992, the three Snapple founders sold control of the company to a Boston private investment bank—the Thomas H. Lee Company—in a leveraged buyout and subsequent public offering. In 1994 with sales running at $674 million, Lee sold it to Quaker Oats for $1. 7 billion in cash. 1994–1997: Quaker Takes Command Quaker in 1994 was a food company with four main areas of business: grain-based foods, beanbased foods, pet foods, and beverages. The first three were relatively mature, while the beverage business, consisting entirely of the Gatorade brand, had been growing vigorously. Gatorade contributed $1. 1 billion of the company’s $5. 95 billion turnover in that year. Gatorade’s origins were in a research project at the University of Florida in the early 1960s to find a way to replenish fluids lost during exercise. The product, an uncarbonated orange-flavored mix of water, salts and sugars, was tested on the school’s football team, the Gators. It came to the notice of the sports world when the Gators beat Georgia Tech in the 1969 Orange Bowl and Bobby Dodd, the losing coach, explained to Sports Illustrated: â€Å"We didn’t have Gatorade. That made the difference. † A small packaged goods marketing firm, Stokely-Van Camp, acquired the brand, took sales to nearly $100 million, and sold it to Quaker in 1983. Quaker took its sales to $1 billion in a decade. 5 Bond and Kirshenbaum, op. cit. 6 Eben Shapiro, â€Å"A Soda Seagram Didn’t Swallow,† The New York Times, March 21, 1992, p. 37. 4 Snapple 599-126 Within the company, management attributed this growth to three main factors. 7 First, Quaker expanded the line. When Quaker bought the business, Gatorade was sold in 32-ounce bottles. Quaker added a 16-ounce glass bottle for the convenience store trade and 64-ounce and gallon plastic bottles for sale in supermarkets, and expanded from three to eight flavors. Second, Quaker increased promotional support. The brand became more visible in the major sports leagues, with Michael Jordan of the Chicago Bulls basketball team as a spokesman, and touchline visibility in the National Football League’s televised games. Third, Quaker improved Gatorade’s distribution significantly. Internationally, it entered 26 foreign markets. Domestically, it improved coverage of the market and lowered its cost-to-serve by using the same logistics system that distributed Quaker’s breakfast cereals and snacks. It shipped Gatorade in full truckloads from Quaker-owned manufacturing plants to the warehouses of the larger supermarket chains and the wholesalers who serviced smaller retail chains and independent supermarkets. From these warehouses Gatorade was combined with other grocery products to make up full truckload deliveries direct to retail stores. Despite its success, some speculated that Gatorade could be an even larger brand in the hands of a company with more scale in beverages. Indeed there was speculation that Quaker, no stranger to takeover rumors, might be acquired for the Gatorade asset. In 1993 Quaker had explored a joint venture with Coca-Cola to develop overseas sales, but talks had broken down. Domestically, Quaker felt that Gatorade was weak in what it called the cold channel, comprising street vendors, delicatessens, restaurants, recreation areas and so on, and distinguished from the so-called warm channel omprising mainly supermarkets. About 60% of Gatorade’s sales moved through the warm channel. Quaker believed that there were two million points of availability for soft drinks in the United States, and Gatorade was represented in 200,000. 8 The president of Quaker’s beverage division explained the decision to acquire Snapple: â€Å"Gatorade put Quaker in the beverage business; this substantially broadens our position. Quaker has the vision of becoming a very large beverage company. 9 Quaker’s chairman and CEO declared, â€Å"We expect to create the most innovative distribution system in the beverage industry, one which combines the very best of the two organizations and enhances the value to our trade customers through more merchandising, more points of sale, and more in-store refrigeration equipment. The great advantage to consumers is that you will be able to buy Snapple and Gatorade in many more locations than you can today. †10 Leonard Marsh of Snapple agreed, â€Å"Quaker has the resources and management skills to take Snapple to the next level of success. 11 Snapple was expected to benefit from Quaker’s packaging experience, supply chain expertise, and modern information systems capabilities. For example, Quaker sought to eliminate the substantial cost of middlemen in Snapple’s warm channel by shipping direct from factory to supermarket wa rehouses, while at the same time using Snapple’s middlemen to take Gatorade to the cold channel. 7 Kevin Francella, â€Å"Gatorade Takes the Heat: Interview with Quaker Oats Co. Gatorade Vice President for Sales, U. S. and Canada, David Williams,† ASAP, January 15, 1994. Ibid. 9 Donald Uzzi quoted in Juline Liesse, â€Å"Quaker Ups the Ante by Buying Snapple but Food Giant Denies Move was Antitakeover,† Advertising Age, November 7, 1994. 10 William D. Smithburg quoted in Andrew Kaplan, â€Å"Distribution Shifts Ahead for Gatorade/Snapple,† U. S. Distribution Journal, December 15, 1994. 11 Kaplan, ibid. 5 599-126 Snapple Gatorade’s market strengths in the U. S. South seemed to complement Snapple’s strengths in the Northeast and West Coast. It was clear to Quaker executives that Snapple’s imagery was different from Gatorade’s. Management talked of Gatorade as a â€Å"lifestyle† brand and Snapple as a â€Å"fashion† brand. They knew that consumers pictured Gatorade as a beverage for those who worked out or played vigorous sports, and such lifestyles were a relatively stable factor in the culture. The imagery of the Snapple brand was more fashion-sensitive, quirky and on the edge. But Snapple was now a brand with annual sales of $674 million, and the task of transitioning it from the edge to the mainstream, from fashion to lifestyle, seemed within reach. Quaker recognized the need to integrate Snapple’s entrepreneurial culture with its own. They retained Gilman and other Snapple senior management on short-term contracts. However, as a large corporation, Quaker saw risks to being associated with people who made a living cultivating controversy, as Howard Stern and Rush Limbaugh did, and terminated both relationships along with Wendy Kaufman’s role. Terminating Stern was not a simple matter. For many months after he had been dropped he railed against Quaker, urging listeners to stay away from â€Å"Crapple. † Quaker charged Gilman to work with Quaker executives to rationalize distribution of Gatorade and Snapple. Teams went out to the 300 distributors to propose that they cede Snapple’s supermarket accounts to Quaker in exchange for the right to distribute Gatorade to the rest of their accounts. In meeting after meeting, however, distributors resisted Quaker’s proposals. They had worked for years to get into the blue-chip supermarket accounts, and were disinclined to give them up. Most distributors held contracts into perpetuity. Despite protracted negotiations with individual distributors and with distributor councils, no channel rationalization was achieved. As Quaker introduced Snapple in larger pack sizes and in greater assortments, they met limitations on distributor trucks and retail display space in the cold channel. In addition, it appeared that Snapple played a less utilitarian role in consumers’ lives than Gatorade, which lent itself to largepack sizes because when people drank it they were thirsty and were looking to be rehydrated, often in team settings. Snapple, on the other hand, sold best in 16-ounce single-serve containers. Snapple sales peaked in 1994 at $674 million, and declined each year until by 1997 sales were $440 million. Several changes in management did not help to reverse the trend. In the latter years Quaker hired Mike Schott, Harvard MBA of 1972 who had been the executive who had built Poland Spring bottled water to national prominence, but to no avail. Quaker was rumored to have discussed the sale of Snapple with Procter and Gamble, Pepsi, and Cadbury Schweppes, but in March 1997, Triarc came forward to buy the brand. 1997: Triarc Acquires Snapple Triarc Companies was an investment company with a long history of buying and selling troubled assets. Its controlling shareholders were Nelson Peltz, a member of Forbes list of 500 richest Americans since 1989, and Peter May, his long-time partner. Their beverage assets at the time were Mistic Brands, a fruit juice and tea business acquired in 1995 for $97 million, and Royal Crown Cola (RC). Mistic’s sales at the time were $140 million. Managing the Triarc beverage brands was Mike Weinstein, who by coincidence had been a 1972 Harvard Business School sectionmate of Mike Schott. Weinstein explained how he came to be working at Triarc and charged with trying to salvage Snapple: Snapple 599-126 I graduated from Lafayette College in 1970 and applied to a couple of business schools including Harvard. Much to my surprise they accepted me. I went there with no particular goal other than to improve my general business skills. In my first year I was interviewing for summer jobs, not doing particularly well, and my marketing prof called me in and asked how the hunt was going. I said â₠¬Å"not real well. † He told me he had a friend at Pepsi who was looking for an intern. I interviewed and got an offer. Since that was my only job offer, I ended up in beverages. I liked the industry a lot so when I got my MBA, I joined Pepsi. I worked in their bottling operation, so while my classmates were going to work in a jacket and tie, there was I in a pair of jeans going out on a merchandising crew. But I thought it would be good to learn the business from the bottom up. After three years in bottling I spent some time in brand management. It wasn’t classic PG stuff, but more focused on distribution and promotion— key drivers in the beverage business. In 1981 an opportunity came along to join a small beverage company called AW Root Beer, part of United Brands, as VP Marketing. I jumped at it. After a few years, AW went through a leveraged buyout in which I was a participant. Back in those days you could do highly leveraged deals. We had a million dollars in equity and a hundred million in debt. Luckily the business was really strong, the company went public and we paid down all the debt in a few years. I eventually got promoted to president and in 1993 the company was sold to Cadbury for over $300 million, generating a really nice return for us all. When that happened I was 45 and decided to go home. I knew I’d eventually go back to work but wanted to enjoy life for a while. One morning while I was doing laps at a pool I decided to write down everything I knew about the soft drink industry. So I wrote a manual I later named â€Å"The Complete Insiders Guide to the U. S. Soft Drink Industry. † It started as a small pamphlet but later turned out to be 280 pages of how the business works. That led me into beverage consulting and I started a one-person consulting business called Liquid Logic. I used the manual in seminars for people who wanted to know more about the industry— suppliers, ad agencies, promotion companies, etc. I was hired to do due diligence on a small company—Mistic Beverages—a premium beverage company that competed with Snapple. When that deal fell through, we put our own deal together. We wrote a business plan and went out to raise money. We found Triarc, who already owned RC and was interested in expanding their beverage holdings. The deal closed in August 1995 and I stayed with Triarc to get Mistic back on a growth path. I remember distinctly Peltz talking about buying Snapple during that time period. I didn’t think a lot about it because I was sure Quaker wouldn’t sell at a reasonable price. I always thought Snapple was a great brand because we’d met it as a competitor of Mistic. Right before Christmas in 1996 I was on a plane with Peltz and he said, â€Å"You know, we’re going to get Snapple. † I told him it was a great brand and he’d have to find someone to run it. He goes â€Å"What are you talking about, you’re going to run it. † I said â€Å"I don’t do that, I’m a smallcompany guy. † After all, Snapple was over twice the size of Mistic and RC combined, and taking on something that big worried me a lot. Plus the brand was in a tailspin. We were just in the rocess of absorbing RC and here it was just a few months later and I was going to be asked to take on the beast that beat Quaker. 7 599-126 Snapple A Strategy for Snapple In late 1997 Weinstein sat down with Ken Gilbert, recently recruited from a major advertising agency to the position of senior vice president of marketing at Triarc, to assess Snappleà ¢â‚¬â„¢s situation and to set priorities for reversing the brand’s slide. On the table in front of Gilbert was a study written by a New Jersey group that specialized in the application of anthropological methods to marketing problems (excerpted in Exhibit 6). The study was recommended by Snapple’s advertising agency, Deutsch, Inc. , to help develop an overall communications strategy to revitalize the brand. Specifically, the study investigated Snapple’s consumers, the culture they live in, and the dynamics of the ready-to-drink beverage category. The strategic team at Deutsch felt that the research provided Triarc with some solid direction. The study had uncovered enough evidence to show that the brand had connected strongly with consumers in its early years because it had done things differently by being real, human, and avoiding the expected marketing slickness consumers had grown suspicious of. As they saw it, the research showed that the many changes Quaker had instituted went directly against these principles. Consumers had felt betrayed, because Snapple had â€Å"sold-out. † Weinstein seemed more reserved in his attitude to the study. â€Å"Don’t get me wrong, I’m not against research, but there are many things in the fashion world that you can’t research. Consumers have a hard time telling you what they want, and sometimes you have to look at what’s working in the category. The big thing in this industry is what’s new, what’s moving, what’s hot. If someone comes out with an urn-shaped product, it’s not that I want to copy it, but I might say what’s the bigger picture here? Is it about size, or color, or just what is it? Here’s something new from AriZona. † He pointed to a bottle of AriZona Iced Tea whose top-to-bottom shrink-wrapped label with a willow motif gave it the appearance of a hand-painted Chinese ceramic container. â€Å"This packaging has impact. It will be noticed by anyone who looks at the beverage display. † Weinstein continued, â€Å"This category has so many segments—teas, fruit drinks, diets, water. Could we get into water, without being the cheapest water? Could we be in the sports drink business without competing head-to-head with Gatorade? I’d love to be in the chocolate beverage business. â€Å"We know that we can sell around 200,000 cases of just about anything. We talk to key distributors and see whether they think we have a good idea. If they take it, we know within the first month based on reorders whether we have a product that’s selling or not. If we don’t do consumer research, if we do product development in-house, if we do our own label design, we can be in the market with a new concept for $50,000 to $75,000 investment plus working capital for ingredients. Gilbert defended the usefulness of the study. â€Å"Ask anyone what Snapple stands for and you’ll hear the same words: quirky, offbeat. That’s ok as far as it goes, but it’s hardly satisfying as the endpoint. It’s superficial. This study gives me a richer sense of what we have to work with. Granted, it does not narrow the field of play. It does not exactly make my job easy. But that’s the nature of the brand. People make Snapple their own, so it ends up meaning lots of different things to lots of different people. Snapple users are really very average, normal people but the brand helps them to think of themselves as offbeat. Weinstein smiled. â€Å"I like to think that a Snapple drinker is anyone with lips. How would it be if we developed products first and then found out which segment they appealed to? The main thing is to keep moving the ball forward. We can’t get mired in the mud. † 8 Snapple 599-126 Exhibit 1 Annual Sales Revenue of Snapple, 1972–1997 Growth of Snapple 700 600 500 $ Millions 400 300 200 100 0 1972 1974 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 9 Source: Various published sources. 599-126 Snapple Exhibit 2 â€Å"Alternative† Beverage Category, 1997 Sports Drink 16% Bottled Water 19% 00%Juice 17% Non-Premium (e. g. , Lipton, Ocean Sp ray) 24% Premium (e. g. , Snapple) 24% Total Alternative Beverage Category: $5 Billion at Wholesale The Alternative category represents 10% of the non-alcoholic beverage industry. Source: Triarc Company estimates. Exhibit 3 Supermarket Brand Shares, 1997 Snapple 35% Ocean Spray 12% Nestea 4% Lipton 9% All Others 29% Arizona 11% Total Supermarket Alternative Beverage Category: $0. 3 Billion at Wholesale Source: Triarc Company estimates. 10 Snapple 599-126 Exhibit 4 Snapple Flavors % of Cases in 1996 1) 2) 3) 6) 5) 4) 7) 8) 9) 10) Lemon Tea Kiwi Strawberry Mango Madness Peach Tea Pink Lemonade Diet Peach Tea Fruit Punch Raspberry Tea Diet Lemon Tea Diet Raspberry Tea 15% 7 5 5 5 4 4 4 3 3 55% Top 10 of 50 Flavors Source: Triarc Company estimates. Exhibit 5 Snapple Pro Forma Income Statement Per 24-bottle Case Retailer’s price to consumer Distributor’s selling price to retailer Manufacturer’s selling price to distributor Cost of goods (contract manufacturing) Advertising and promotion Profit before general and administrative costs $19 in supermarket, $24 on street $15 to supermarket, $19 to street $10 $ 6 $ 2 $ 2 Source: Triarc Company estimates. By â€Å"street† is meant street vendors, delicatessens, restaurants, recreation areas, etc. 11 599-126 Snapple Exhibit 6 Analysis of the Snapple Brand The Cultural Logic of the Snapple Brand Extracts from a report prepared by the Cultural Analysis Group for Deutsch, Inc. November 1997 Objectives †¢ †¢ †¢ †¢ †¢ Who are core users of Snapple, and how the Snapple brand is expressed in their lives? How does Snapple intersect with key trends and values in contemporary life? What binds consumers to the brand? Why do formerly heavy users step away from Snapple, reduce their consumption? Ultimately, what is the meaning of Snapple in people’s lives? How can we develop a positioning that transcends demography and geography? Method †¢ 72 in-home interviews in 4 markets 2 developed markets: 2 undeveloped markets: †¢ New York †¢ Dallas †¢ St. Louis †¢ Seattle Divided evenly by age: ? were with ages 18–29 ? were with ages 30–44 Divided into three groups: 1. Long-time loyalists (3+ years), heavy users (4+ times/wk. ) 2. New to franchise heavy users (where Snapple has become their favorite non-carbonated beverage in the last year) 3. Lapsed users, former heavy users who continue to drink it (1–4 times/mo. ) †¢ The Meaning of Snapple †¢ Snapple defined by what it is not. It is suspended between: depravity Snapple deprivation (colas) (water, carrot juice, etc. ) It may substitute for cola, but is by no means conceptually equivalent. Snapple use is driven, and defined in large part, by a reaction against colas: Cola s = modernity: unnatural artificial image impersonal uniformity, exclusion mass production authority Snapple = reaction to modernity: natural real personal diversity, inclusiveness variety, individualism anti-authority, irreverence It is not necessarily new age, nor a return to the past, but a bit of both. By â€Å"alternative,† users do not mean drop-outs, sullen and alienated. Snapple is not like water. Snapple is a treat: Unlike water, â€Å"You can’t carry it around without drinking it. † 12 Snapple 599-126 Water should drink it good for you empty â€Å"tasteless†/†dull† Snapple want to drink it fun full vivid sensory experience †¢ Snapple is seen in experiential terms. There is something essentially sensual about Snapple: it tickles, rouses, lingers, wakes up the mouth, reminds one of the beach, or of walking barefoot in the grass. It is full of variety, full of imagination, full of flavor, more variety than any competitor, more new combinations. The packaging (complexity of the label, stippling on bottle) plays out the taste experience. Drinking a Snapple is engaging, not something you do on autopilot. †¢ Snapple has in-betweenity. Snapple drinkers inhabit the vast middle ground between: Don’t care Really serious what I put Snapple drinkers into my body about health There’s a Goldilocks quality: â€Å"Not too thick, not too thin, not too sweet, not too tart. † Not a child’s drink, but not middle-aged either. It is middle class. Colas = inner city, ghetto, and Evian, Perrier = jet set. Every Snapple drink is a blend. Snapple reaches across beverage categories. It’s for when you’re on the go = in-between activities. Snapple ratifies and intensifies transitional periods. Pivotal Characteristics †¢ Authentic The brand pivots on trust. It makes implicit health claims. Its name conveys healthiness: snap active, healthy apple healthy The fruitiness claim works on the same level as the vegetable content of V8 juice. Fruit is healthy, Snapple is fruity, so Snapple is healthy. If it is seen as faux fruit juice (e. g. , Sunny Delight, Kool-Aid, etc. ), then its claims (All natural ingredients, Made from the best stuff on earth) become just so much hype and Snapple drinkers are chumps. As a brand there is a Johnnie Walker character to Snapple. It can flicker from optimum and premium to impure and inauthentic. †¢ Fun It’s irreverent. Serious and Snapple go together like oil and water. To some extent fun is a category characteristic, differentiating all such beverages from serious health drinks, but Snapple is fun in a way unduplicated by any other brand of soft drink. It is informal, natural, personal, and playful. That partly derives from full taste, and partly because it represents a break from mundane roles and responsibilities. It is not â€Å"a pure escape† but of a circumscribed and portable sort, one which is easily resealed and apportioned. The playfulness is reinforced by imaginative use of names, e. g. , Melon Berry, Kiwi Strawberry, Mango Madness. †¢ Personal There’s so much variety to choose from. You can find yourself within the brand. The diversity within Snapple Brand makes it a model for a multicultural society. There’s a creative dimension that enhances and enlarges who you are. The logic of Snapple is very like the logic of contemporary music, a creative fusion of styles and genres. Snapple as a brand is constantly revising what it is. There is the image of a small, caring company. It is almost too individualistic. It is not a family drink. Snapple in the refrigerator increases family tension. †¢ Vividly Sensual Snapple tastes good or it is nothing. Luxury today is being redefined. It need not be a big purchase. 13 599-126 Snapple Conspicuous consumption understated functional luxury â€Å"luxury that does† personally real, sensation- saturated experiences Sensuality is based on contrast and Snapple is replete with contrast. It is smooth but complex, with blend of different flavors and tastes both exotic and immediate, stimulating and soothing. Rumors There is a disproportionate number of rumors about Snapple, initially fueled by Snapple’s mysterious and unsettling florescence. They typically start with GenXs studying the label and detecting a slave ship or the letters KKK, combined with a cynical worldview where conspiracies are rampant, and a taste for celebrating the down and out. Rumors have suggested that Snapple is anti-abortion, anti-gay, donating money to Jesse Helms, and that Rush Limbaugh has major investment with Snapple. The rumors vary but the themes are remarkably consistent. They are not about the product, but about the company, the â€Å"owners. Snapple is in an analogous situation to the Body Shop, which is also the subject of a disproportionate number of rumors. The issue is not the truth or falsity, or even impact on sales, but rather the underlying message, which is one of a deep sense of betrayal, perhaps over implicit health claims, or a fear that Snapple is not alternative but rather reactionary. Wha t Is Driving Decreased Consumption? There appears to be no â€Å"Great Attractor† sucking consumers away from the brand, rather a drift away in all directions, toward water, back to sodas, to other competitors in the category, e. g. , AriZona, Fruitopia. No competing brand stands out. Most competitors within the category were seen as inferior, even by lapsers, e. g. , â€Å"too sweet. † Some drink less Snapple juice and add ice tea. There is also natural attrition, caused by problems of distribution: â€Å"I can’t find my flavor anymore,† or â€Å"My grocery store has only peach diet tea and kiwi strawberry and I’m getting tired of kiwi strawberry† or â€Å"Coke made them take the Snapple coolers out at high school. † There are health issues, especially with 30–44 age group, a wake-up call from the doctor, increasing health sophistication. Non-lapsers often were not label readers. Authenticity was a concern, especially with 18–29 age group, who are very sensitive to being tricked: â€Å"It even costs more than real juice,† or the contrast between Snapple’s small company image and the size of the company. Fashionability and negative social pressure were sometimes explicit: A young male in SL, â€Å"I used to drink a lot of Snapple, AriZona is newer† or a 40-year-old artist in NY, â€Å"It’s no longer avant guarde. † More often they were implicit, a feeling you get carrying or drinking Snapple in public, often expressed as a lack of presence, â€Å"You just don’t see it anymore,† â€Å"What happened to Wendy? there was a feeling that Snapple has lost its focus and no longer appeals to imagination. â€Å"I heard they fired Wendy. † Fashion Established brands may wax and wane, but do not follow a fashion trajectory (even fashion labels—Ralph Lauren, Calvin Klein, etc. ). Established brands are like animal species—each has its own niche, and as its environment changes, the brand either evolves or becomes extinct. New age concepts and health behaviors are often more like hula-hoops (e. g. , TM, The Water Diet, Ab Roller, etc. ). Desirability increases or decreases with perceived popularity. Fashion is fueled by 14 Snapple 599-126 social competition. Much of Snapple’s problem is that it behaves more like a â€Å"fashion water† than an established brand. Its product differentiation is weak. It lacks a compelling reason for use. It is not embedded in daily rituals and routines. Social Reinforcement The amount of Snapple consumed is highly correlated with intensity of Snapple use in the respondent’s immediate social environment. It’s not that Snapple is a social beverage—it is rarely shared, and it is not true that those who drink Snapple with others (e. g. , lunch with colleagues) are more likely to be a loyalist. Rather Snapple use needs to be socially reinforced. It is not physiologically addictive, and it lacks the conceptual coherence that drives bottled water (good for you, purifying, intimations of working out) or Gatorade (replenishment, intensity, etc. ). Adoption Process Adoption, becoming a heavy user, is typically extended over several years. Most â€Å"new† drinkers had been aware of Snapple as far back in time as long-term loyalists. Many have been drinking Snapple for years. Conversion to heavy use is typically no sudden revelation, but an extended process. Snapple drinking flows through friendship networks. Significant others† stand out as a key influence. Flow tends to be from female to male. Among females, â€Å"we talk about everything. † Among guys, it typically works differently. It is based on observing what friends order, how much they wanted it, etc. But generally adopters try not to imitate immediately. If it comes from Mom, becomes sacred. Usage A h igh percentage of purchases are single bottles for immediate consumption, â€Å"I could save money by buying in bulk, but I don’t. † Snapple fits with sandwiches and delis, not fast food. Usage fluctuates seasonally, diurnally, and cyclically: â€Å"I drink Snapple when I drive on long trips. It’s an individualistic, atomistic experience, normally not social or familial. Snapple moments tend to be on the go, between here and there, yet for many loyalists it’s not truly an impulse buy: â€Å"That first 15 minutes when I get home from work . . . I don’t answer the phone, sit down and have a Snapple. † It is part of a salesman’s routine stop for gas, part of taking baby for a morning stroll, a way to get through early morning class, â€Å"breakfast at Dunkin’ Donuts, then home with a Snapple while I do the crossword in the morning newspaper. † Regional Differences New York The Region: â€Å"The Big Apple† Active to the point of frenetic Seattle Apples grow here High employment mobility and diversity (people exploring different career options) Dallas Gatorade huge here Ambitious, dynamic, materialistic, engaged economically robust, open to change, gregarious, entrepreneurial St. Louis Little in-migration 15 599-126 Snapple New York NY has always been characterized by immigrant mindset, a sense of renewal and starting afresh Individualism run amok Seattle Like New York, Seattle has a fairly large and influential gay population Mix and match— innovation, growth, vitality based on ecombination, fusion of diverse elements Active, outdoors, health-oriented Strong artistic community, spiritually conscious, exploratory, embrace of the exotic Dallas Janus faced—forward looking combined with a certain reverence for the past, a search for tradition Individualist in a characteristically Texas, â€Å"do things my way,† but tempe red by tremendous enthusiasm for team sports St. Louis If Dallas is searching for tradition, St. Louis has found it—much more traditional, stable, centered Individualism is attenuated, emphasis on what connects friends, family, community, more of adaptive, defensive stance toward life Health conscious Strong artistic community The Brand in the Region: Snapple has gone from being fashion forward to mainstream Most supermarkets have a juice bar, more sophisticated competition, e. g. Odwalla, Sobe The brand’s presence feeds on itself Snapple has gone from being fashion forward to being peripheral Less health sophistication, Snapple more likely to be seen as â€Å"healthy† Little or no knowledge of the company, almost no rumors Profile of Snapple Drinkers Active approach to life, suffused with youthful attitude, outdoors. Snapple is not for the idle. But Snapple is not the drink of the really serious athlete. Snapple drinker is open to new experiences, not particularly suspicious. Looking for things to help them step back from life. Tendency for best friends to be less stable, more â€Å"alternative,† and looking for some of that in their own life. Sense of being on the way somewhere, interested in improving themselves, moving up. Snapple itself was a model of come-from-nowhere, make-it-big-time, success. They are in control, not on a power trip, it is control of themselves. The reaction against colas is a matter of taking back control of their lives. The bottle plays directly to this sense of control: â€Å"Just fits in your hand,† the screw-on lid. Snapple is a way to â€Å"seize the moment. † There is an individualistic ethos and it resonates to individuals (or entities) making a comeback. Drinkers fit a fairly narrow taste profile, like sweet things, often dislike carbonation (â€Å"Makes me burp,† â€Å"It burns†). The drinker is not attracted to pure juice: â€Å"too citrusy,† â€Å"too acidic,† â€Å"too thick. † It’s not for health nuts, but for people who cleave toward fulsome and flavorful foods like Tex-Mex, lobster/shrimp, chocolate. Meaning of Wendy Wendy embodies the essential Snapple qualities. A low-level employee in customer relations, a nobody, who’s now a celebrity, she exemplifies the entrepreneurial story that endears many ambitious individuals to Snapple. She and the original set of commercials personify the fun, genuine, 16 Snapple 599-126 personal, whimsical, and creative dimensions of the brand, the bottom-up popularity. She’s like one of their friends, a little odd but all the more endearing. Wendy reaches all Snapple drinkers but not with equal efficacy. In New York and Seattle, people are more likely to read Wendy on multiple levels. In New York individuals tend to be much more familiar with the Snapple story, and Wendy Kaufman is familiar in terms of lived experience, â€Å"I know people like that. † Wendy plays least well in heartland, where she seems more â€Å"exotic† than â€Å"could be anyone. † In Dallas and St. Louis respondents see Wendy as â€Å"funny,† â€Å"friendly,† â€Å"full of life,† â€Å"energetic, not Madison Avenue slick. † Conclusions and Implications †¢ Regional ethos. Areas that are most â€Å"settled,† self-satisfied, are least susceptible to Snapple’s â€Å"subversive† appeal. Areas with a postmodern mindset—a playful exuberance, expression of vivid sensuality (personal uthenticity), and mix and match ethos—are Snapple territory. †¢ Authenticity is pivotal. Overstating or misrepresenting Snapple’s health benefits does more harm than good. Snapple needs to be just healthy enough. Feeling b etter about yourself is an integral part of the Snapple experience, but it need not be the most important part. †¢ Corporate image influences brand image. It need not be a small company, but should be a caring company. Like social reinforcement, corporate image provides justification for use. Snapple needs to stand for something. †¢ Intermediate/interstitial character of Snapple is both strength and weakness. As a strength, it broadens the customer base and market niche and is a source of symbolic power. As a weakness, the brand can move quickly from hero to villain. (In mythology, interstitial figures frequently play the role of â€Å"trickster. †) †¢ Social influence. Intensity of Snapple use is closely correlated with social presence. (Serious Snapple drinkers far more likely to be surrounded by other Snapple drinkers. ) †¢ Become more established. Must move Snapple from a â€Å"fashion water† to a staple brand like Pepsi, Coke, Sprite with well-defined benefits and image. †¢ Develop sensuality of the Snapple experience. As with apples, there is an emphasis on mouth feel. Consumption is not a rational act, as water consumption is. Unlike sodas, Snapple is both soothing and stimulating. †¢ Snapple moments. Fold Snapple into personal, daily rituals—time out from the mundane, transitional moments, sense of â€Å"letting go,† both restorative and sensual. Link to trend away from a mechanistic vision of health toward a more holistic, â€Å"good for you,† being good to yourself, getting back in touch, de-stressing vision. †¢ Community marketing strategies. Build on brand’s personal, local character. 17