Unleashing the Vortex of Marketing

Basically, marketing revolves around the vortex of financial gain mixed with the never ending maze of public relation skills and forecasting methods.   In first sight, it may sound easy to have a product sold on the market—but on real issues and basis on testimonies from those who are under the schema of marketing and commerce, the challenge comes in a full turn of abilities and finesse.   Perceivably, an individual who does not possess the skill to persuade and create a dimension of intellectual connection over the consumers, then it may be evaluated as an employer or a producer with empty pockets and shallow hands. The world of commerce is vast and vague; one who does not get a ticket to the â€Å"clear† vision on that field will eventually end up on the banquet with rugged clothes, per se.   In further illustration, marketing is like a â€Å"battle of tycoons† the targets are on the center—the consumers—and the probability of having that â€Å"target† get on one’s sleeve is to outweigh all the other players of the realm—consequently a hard task since there are those who may be as competent as you are or rather one’s product is highly focused by the consumer in some instance. Moreover, the idea that every customer is in different markets at different times and different places is not as heretical as it initially might sound. For instance, newspaper publishers have long recognized that most of their customers have more leisure time on Sundays to read the paper and accordingly have filled that edition with a greater number and wider variety of stories. Similarly, airlines, hotels, and car-rental companies find that the desires of their clients differ greatly depending on whether they are traveling for business or for leisure—and differ yet again when they combine the two. One executive at a major airline remarked, â€Å"We've even found that the needs of business travelers differ depending on whether they are going to or coming from a meeting.† In the apparel industry, a given customer could be in the market for casual wear at one time and for business attire at another (Vitale, 1998). Reference Vitale, J. G. (1998). There's a Customer Born Every Minute: P.T. Barnum's Secrets to Business Success. New York: AMACOM Books.      

Quantitative Analysis of Vitamin C in Food Products Essay

There is growing evidence that Vitamin C serves as a potent antioxidant in vitro. There are many functions that Vitamin C has in the body among which is the capacity to improve the immunity system such that a person is more able to fight off colds and flus. Pre-Lab: List five other functions of Vitamin C in the human body. Vitamin C is another name for ascorbic acid. There is a marked similarity between the structure of glucose and Vitamin C. As a matter of fact, plants and most animals are able to synthesize Vitamin C from glucose. Unfortunately, humans are unable to do this and we must include Vitamin C in our diet or we risk a vitamin deficiency disease. We all recognize citrus fruits as a valuable vitamin C source, but few of us realize that many freshly harvested vegetables contain considerably more of this vitamin than do oranges or lime. Unfortunately, storage and processing destroy most of the Vitamin C in vegetables before they reach the consumer. Consumer cooking methods further decrease the amount of vitamin C in vegetables. Vitamin C is water soluble and thus leaches out while cooking or steaming. One useful analytical method for measuring the Vitamin C content of a vegetable or fruit involves an oxidation-reduction titration of ascorbic acid. In the titration, ascorbic acid is oxidized to form dehydroascorbic acid. You might think it unusual to oxidize the acid rather than titrate it with a base. However, biological samples contain many substances that also act as acids (as was mentioned in Experiment 3) and thus interfere in a titration of ascorbic acid with a base. In contrast, many fewer components of biological materials interfere with the oxidation of ascorbic acid by the oxidizing agent 2, 6-dichloroindophenol (DCP). Thus, an oxidation-reduction titration of ascorbic acid with DCP provides a more selective analysis than would an acid-base titration. Please note the equation for the reaction below: C6H8O6 (colorless) + C12H7O2NCl2(red) –> (pH3) C6H6O6 (Colorless) + C12H9O2NCl2 (colorless) This titration is particularly convenient because DCP also serves as its own indicator. As we add DCP solution to a solution containing Vitamin C, the reaction mixture remains colorless until all of the Vitamin C has been converted to dehydroascorbic acid. The next drop of DCP solution added imparts a red color from excess DCP to the mixture, indicating both the equivalence point and the endpoint of the titration. (Expect solution to go from red to colorless —–then at the endpoint red again). Because DCP solutions have a relatively short shelf life, we usually standardize such solutions immediately prior to using them. We can perform the standardization conveniently by titrating aliquots of an ascorbic acid solution prepared from an accurately-weighed sample of reagent-grade ascorbic acid. The standardization titration reaction is the same as the analysis reaction above. In this experiment, you will begin by standardizing a DCP solution. Then you will determine the vitamin C content of liquid and solid food samples by titration with the standardized DCP solution. Prior to performing the titrations, you will treat the food samples with metaphosphoric acid. Treatment with this acid serves to denature and precipitate proteins that would otherwise interfere with the analysis. Acidification of thesample also serves to stabilize the ascorbic acid, which will otherwise decompose and be undetectable. Acidification to pH less than 4 also minimizes reaction of DCP with other compounds which react with DCP only at pH levels greater than 4.

Cowgirl Chocolates Essay

Her product development was based on the input of her friends and family, which represents a skewed and too small sample of the population. In addition, Marilyn is cutting out the biggest portion of her target market by naming her product Cowgirl Chocolates and making the brand label May Lillie. Therefore, the branding is not appealing to men, which constitute the biggest portion of her target market. Before spending money on advertising, a target market has to be defined and the proper channels to reach that target market. Advertising without a clearly defined target market is inefficient and wastes company resources. Giving samples will help establish a base of awareness of her product and the acquired taste but this has an inherent cost involved. Secondary Problems Marilyn’s lack of resources poses a great problem because without sufficient resources she will not be able to expand her business and increase sales. Cowgirl Chocolates lack the resources to become a large company they desire to become. Financially Cowgirl Chocolate does not have the resources to operate at full potential. The company is using revenue generated from Marilyn’s artwork, a small loan, and her personal savings to operate the company. Expenses completely overshadow her revenue of $30,000 while expenses were $50,000. This lack of funds give little to no room for promotional activity, a product that is as unique as spicy chocolates needs to have promotional abilities. Staff resources are minimal; Marilyn is the main source of production of her company. She does everything by herself, from the packaging and shipping the product to design and making the chocolate. This leaves Marilyn little time to expand to bigger ideas and meet with possible investors. She is devoting her time to the tedious work required to produce the product. Positioning of her product is the key to its success. Another problem is the distribution channels that the company uses. The lack of sales deterred Seattle Chocolates from agreeing to manage the wholesale operations for Cowgirl Chocolates. â€Å"They were not interested in taking this on at the present time†¦because they were not really sure where the market was for the product. †Marilyn also knew she had to increase sales before Seattle Chocolates would consider such an arrangement. However, the company is lacking a clear understanding of where the product should be sold, and which distribution channel will bring the greatest sales. Currently Marylin’s strategy is to directly gain placements in retail stores one after the other. Marylin does not have the expertise and connections in distribution to gain product placements in stores. Marylin is currently trying to perform all tasks that a wholesaler would do such as promotion, negotiation, matching, physical distribution and risk taking. A wholesaler would perform those tasks better, cheaper, and more efficient and effective than Marylin ever could. One example of this is Marylin not being paid for her chocolates by a local vendor and having them returned after months. Although the Cowgirl Chocolates website is responsible for a third of total sales, it lacks crucial features. The website does not have the ability to track repeat customers and does not know how customers found her website. Although Marilyn advertises on other websites and portals there is no tracking and she does not know how effective each channel is, and how many customers it brings to the site. There is no knowledge what search terms customers that found her site were using. That way there is no data on whether the Cowgirl Chocolates website is competing with other chocolate companies, spicy foods, or online gift stores. The website would be the cheapest way to gather market research and further identify a target market. An additional problem is Marilyn’s pricing strategy. Cowgirl Chocolate is premium gourmet chocolate in special packaging that makes it stand out from the rest of the competition. Furthermore, it is a new and unusual product. Marilyn states that she is unsure on how to price her product. Cowgirl Chocolate is sold in overpriced spicy food specialty stores, upscale gourmet food stores, and even the grocery stores. Marilyn could not identify a trend on how pricing affect sales. This does not come as a surprise because the product is new and customers are still unaware of it. Cowgirl Chocolates should be sold at a premium price. However, in the current stage of the product cycle the company needs to create customer trial. The way to accomplish this is to offer promotions, for example by offering in store promotions, coupons, coupons and/or mail in rebates. Again, those tasks should be handled by a wholesaler. Furthermore, Cowgirl Chocolates advertising is ineffective since there is no clear defined target market. Marilyn advertises randomly in different magazines using ads created by a friend and not a professional advertising agency. Marilyn is unsure herself if the advertisement will actually increase sales or not, even though it will cost thousands of dollars. Again, market research is missing to direct advertising to the right channels and reach the target audience, with the right ads that will increase customer trial. The company currently advertises the product year round, when it should concentrate more on advertising during the peak seasons of Christmas and Valentine’s Day. The company needs to have more product information in the advertisements. Recommendations To establish a target market we recommend that Cowgirl Chocolate should add more features to the website. The website should be able track how customers found the website, track orders and repeat customers, and gather such information as demographics. By tracking purchases, Cowgirl Chocolates will be able to send out promotional emails, for example customers could be informed about a special sale, given a discount code, or just be informed about new product creations or gift ideas. Additionally, a short survey should be added after the purchase is completed to gather valuable customer information (see appendix for sample survey questions). This would be the cheapest method of doing market research and establishing a target market. By tracking customers, the company will also determine who its main competitors are. Cowgirl Chocolates could be competing with other premium chocolate manufacturers, spicy packaged food, or gift websites. Another advantage of using the internet as a distribution channel is that Cowgirl Chocolates can be sold internationally. Markets in other countries can be entered with little to no initial investment. This will again offer opportunity to feel out markets in other countries that could be physically entered at a future point of time. Secondly, Marilyn should put effort on finding a wholesaler for her product that will take over crucial tasks that she is currently trying to perform all by herself. A good wholesaler will not only take risk of Marilyn’s hands by buying greater quantities at once, but will also fight for placement in stores and offer promotions to boost initial sales. A good wholesaler will select the right distribution channels and retail outlets using years of experience and expertise that Marilyn is lacking. Using a wholesaler will free up some time for Marilyn and allow her to concentrate on other aspects of her business like product creation and design. Half of the product portfolio currently only constitutes for 5% of total sales. These products should be discontinued since a wholesaler will most likely not carry them. Using the market research gathered from the Cowgirl Chocolate website, Marylin can effectively advertise by choosing the right channels and targeting the right customers. An advertising budget can be set apart and adjusted to the seasons with the highest sales. More emphasis should be placed on seasonal advertising such as during Christmas, Easter, or Valentine’s Day to take advantage of the gift aspect of Cowgirl Chocolates. We recommend that Cowgirl Chocolate sell their chocolate to spicy food restaurant for them to give to customers at the end of their meal. This would create more product awareness among consumers who already enjoy spicy foods. In addition to the internet and wholesale business, this can be a third distribution channel. Finally, we recommend that Marilyn should capitalize on effective free marketing, such as a local newspaper or news programs and have them run a story on her product. The cookbook would be a good form of promotion for her product. Marilyn could use it to generate more customer awareness and include recipes for different uses of the Cowgirl Chocolate.

Informational Essay Example | Topics and Well Written Essays - 750 words

Informational - Essay Example The brand has various products in its portfolio like lipsticks, nail polishes, creams, lotions and shampoos. Right now, I work with promoting their international range of shampoos. With my background in MBA marketing, I also participated in their research program that shows how these shampoos are way ahead for different types of hair. The results have been overwhelming and soon we expect that the product will swing the market in its stride. I work online, through the phone and through meeting wonderful people like you. The brand has a special shampoo made just for hair textures like yours. Its called Smooth and Shine. You know you should try it sometime. Let me introduce myself. My name is Anna H. I am a mother of two children and a sister for many women, young and old. We sisters live and work together in an organization called Surviving Cancer. It brings together people and helps them share motivational stories and build each other's courage. I am a motivational speaker and counselor and often interact with them on various issues. With teaching certificates in the four forms of martial arts, I also teach these sisters yoga and take up exercises on positive thinking. I know of about fifty women suffering the trauma of chemotherapy for breast cancer. I know of ten women who are losing hope as they are at the edge of desperation for lack of funds. I recommend their cases as highly desperate. They could really benefit from a little generosity, both physically and mentally. It would really help if socially responsible organizations like yours could support our cause. Do visit us and if you are too busy at least take the time to check o ur website. You could support us through funds or by letting us organize a small sale of items made by these women. It really helps. Part three Personal commercial for schoolmates (an online introduction) Scenario: The online environment not only gives the platform to meet new people and make friends, but also professional alliances. Opportunities lie in the most unexpected places and online chat forums of school alumni is one such place where introductions are inevitably asked. This gives the unique platform for a perfect introduction. Type of audience: Both men and women. People of different ages employed in diverse fields of work Specific purpose: To promote myself as the fun filled person you loved in school, to tell them how great I am at my work and how I can be of assistance in any profession. Finally to possibly remind a few old friends, that their school friend is

Argumentative research paper Essay Example | Topics and Well Written Essays - 1250 words

Argumentative research paper - Essay Example Another negative effect of cyberbullying is that it causes emotional damage to the victims, pushing many of them to commit suicide. The suicide rates among teenagers alone as a result of cyberbullying has increased drastically over the years. This shows how cyberbullying crimes are not confined to the virtual world, but can spread out to reality. Finally, one of the major problems with cyberbullying is that the bullies do not recognize that cyberbullying is wrong, unaware of the seriousness due to a lack of face-to-face interaction. Since people do not recognize the dangers of cyberbullying, many people have become bullies simply because they know they won’t get caught. However, some people believe that cyberworld is just virtual reality, and that cyberbullying does not affect reality. This attitude makes it difficult to put an end to cyberbullying, which can bring crime to the real world. As such, cyberbullying should be treated seriously and be punishable by law. One of the most common forms of cyberbullying is an invasion of privacy, which is more commonly known as identity theft. When bullies on the Internet obtain the social security and credit card numbers of their victims, they use this information to purchase expensive items that the bullies get to enjoy but the victims have to pay for (Stickley 147). As a result of identity theft, the victims not only lose money, but their credit is damaged, making it hard for the victim to make purchases for themselves in the future. Since identity theft is a tough crime to solve, many of the bullies get away with their misdeeds. Invasion of privacy reveals how cyberbullying is not a victimless crime, which is a concept that those who engage in cyberbullying seem unaware of. The damage being done may be accomplished by means of a computer and the Internet, but people in the real world are affected by their actions. There have also been some instances of privacy invasion in which the phone numbers and addresses obtained by these bullies were used to harass, stalk, and harm the victims in the real world (Bocij 76). When this happens, not only is the life of the victim placed in danger, but so are the lives of their friends and family. Cyberbullying that takes place over the Internet is a horrifying experience, the terror of which is intensified due to the anonymity of the bully. Not being able to see the face of one’s enemy, not knowing who is victimizing them, can be nerve-wrecking but there is little fear that something will occur beyond the Internet. However, when this danger seeps into the real world and the cyberbullies have access to their victims outside of the Internet, the horror becomes more pronounced, and the victims risk losing more than just money or their credit score, but their lives. Cyberbullying is also not limited to monetary and potentially physical damage, but to emotional damage as well. As further proof that cyberbullying is indeed a victim-centered crime, the individuals who find themselves on the receiving end of attacks of cyberbullying risk severe emotional distress. When the bullying is taken too far, many victims feel that they cannot handle the abuse, even

The nature of democracy Essay Example | Topics and Well Written Essays - 1250 words

The nature of democracy - Essay Example Democracy as defined by Margaret Thatcher was through her policies known as Thatcherism. A simple definition of Thatcherism involves three main themes, which are; it was the peak suitable shorthand portrayal of what Conformist administrations practiced between 1979 and 1990. This ideology shows that every step these governments took had a heavy doctrinal base, and it infers that all the Conservative governments in this era were subject to their leader, Mrs. Thatcher. Gorbachev, on the other hand, was determined on restoring Soviet socialism through peaceful and democratic means. The hitch, of course, was that the Soviet economy was a deranged system that directed people and resources through state commands, threats, and the force of the Gulag (McFaul, 2002). Nonetheless, Gorbachev relentlessly strained to reform the organization, not through orders but using influence and pleas to truth and teamwork. Ronald Reagan, in support of United Kingdom, dared Gorbachev who at the time was the secretary of the Communist Party of the Soviet Union, a major participant in the cold war. Reagan believed that communist democratic system was going to split down as a symbol of Gorbachev desire to increase unrestrained freedom in the Eastern bloc of Germany restructuring and transparency processes. Thatcherism asserts to promote low inflation, the slight state and free markets through strong control of the money supply, privatization and constraints on the labor movement (Blundell, 2008). It is frequently associated with Reaganomics, which implemented policies founded on supply-side finances and encouraged a traditional liberal and laissez-faire viewpoint, in search of stimulating the economy with large, across-the-board tax cuts. Gorbachev also initiated capitalism through the laissez faire ideology. This was a major reason for the fall of communism in Russia. The inflexibilities and deceits of the Soviet economic and political organization demonstrated to be fundamentally resis tant to change, ending in the comprehensive fall of the Soviet government and economy in 1991. Capitalism backs democracy in that it takes very slight upkeep from the government for a capitalist economy to work. Capitalism undermines democracy since wealth in a capitalistic culture ultimately converts to be much lop-sided, and this culminates to a vast gap among the proletariat and the bourgeoisies. This result to the entire democratic developments being tainted by money added in the political course and the effect that money has on the politicians. Democracy and socials, on the other hand, have a curious relationship. Both of these traditions are rooted in the philosophical concept of equality (Duberstein, 2006). However, different characteristics of equality are emphasized. Democracy relates to political equality and socialism relates to material equality. From all these relationships, a deep analysis of Vaclav and Gorbachev depict the latter in their type of ideologies. Equity as a nature of democracy and capitalism was portrayed in Thatcher’s government, and she introduced various political as well as economic initiatives intended to reverse high unemployment rates and the Britain’s fights in the rise of winter of dissatisfaction and on-going downturn. Margret Thatcher’s political view and economic policies emphasized the deregulation specifically on the financial

Iran In Country Brief on their Economy Essay Example | Topics and Well Written Essays - 1000 words

Iran In Country Brief on their Economy - Essay Example The Iran spending budget is $482 billion (Polk 2011, p. 20). This is direct tied to oil prices per barrel. Later in the presentation, Iran’s strong reliance on oil is directly related to their international relations policy. In addition to petroleum another prominent Western perspective on Iran is its strong embrace of religious principles. In many ways these perspectives, in economic terms, have a degree of truth. In this way it’s estimated that as much as 30% of government spending goes towards religious organizations (Polk 2011, p. 20). The exact government spending breakdown is recognized as follows: In terms of specific government spending policies, the reported breakdown of Iranian spending is 59% on social policies, 17% on economic matters, 15% on national defense, and 3% on agriculture (Polk 2011, p. 19). Within this spending contains the 30% that goes towards religious groups There are a number of historical considerations that must be examined when considering the Iranian economy. The picture featured on the slide you see is Ayatollah Khomeini; this is the individual that took over with the 1978 Revolution. Prior to 1979 Iran’s economic expansion occurred at a robust pace. With the 1978 Iranian Revolution, however, there was a stark decline in economic growth. Following the Revolution the government increasingly focused on economic independence and an increased quality of life for Iranian inhabitants (Polk 2011, p. 32). Still, while Iran’s oppositional stance to the United States is commonly attributed to its economic shortcomings, it’s also recognized that the country has faced considerable other challenges. Between 1980 and 2000 the Iranian economy nearly doubled. This increase in population resulted in food-shortages that greatly impacted the economic structure (Polk 2011, p. 24). Another major economic setback occurred in 1980 with the Iran-Iraq war. Indeed, the picture featured above is of a tank with oil flames

Collective Bargaining at Magic Carpet Airlines Case Study Essay

Collective Bargaining at Magic Carpet Airlines Case Study - Essay Example However, this may have been counterproductive, because the airline could have then argued that there is no connection because of the different industries. The main additional source that it seems the union missed, was to look at national airlines as a comparison, instead of just looking at other feeder airlines. The union had several primary objectives which they wanted the company to face and on which they thought they could bargain productively. First of all, there was the issue of raising wages. The flight attendants wanted a higher hourly rate. Also, there was the objective of increasing job security, particularly to protect flight attendants with a lot of seniority from being fired or laid off by the airline. In addition to job security, the union also wanted expanded vacation and leave time, as well as better working conditions. Another objective of the union was to change the duty rig system. In the duty rig system, a flight attendant may spend a 15 hour day, commuting to an airport, waiting for the flight, and running checks, but only get paid 6 hours, because in the duty rig system, they are only paid for time that the airplane is in the air. This seemed unfair to union representatives. The union’s strategies can be separated into three categories—inform, involve, and convince. In the inform stage, the strategy was to keep union members as well informed as possible as to what was going on with the collective bargaining negotiations. In the involve strategy, the union aimed to optimize union membership participation by encouraging activities such as picketing and mini-strikes. Finally, the third strategy concentrated on convincing the airline of their grievances, and not backing down from their objectives. These strategies were more than reasonable—the only real power a union has is to withhold work. Magic Carpet’s goals were to preserve the status quo, and to save money. They did not want to give in to union

Software Process Improvement Assignment Example | Topics and Well Written Essays - 750 words

Software Process Improvement - Assignment Example This paper will look at the software that can be used in managing the process. Process management is important in that it will bring into optimizing the software that is already in place. It is important to know the times that the software needs to be optimized. To have this process rightly in place and working effectively, there should be an automated way in which can be undertaken. This paper will suggest the software that can be designed to help in assessing the various information systems and suggest process improvement of the software. Log management software One software that can be put in place is that of managing the various logs that are found in a given information system. Logs are the small transactions and details that usually take place in an information system. There is a need to undertake a management process where the logs are managed. This will help to know the requirements that should be improved in case there needs to be some improvement. Before a process is improv ed, there is a need to understand the internal workings of the software that should be improved. The log management software will manage, among other things, the frequency of use of some transactions in the software, the bugs that are common with the use of certain transactions. There is a need to record the logs and the requirements to improve and work on a solution to eradicate these errors. Another issue that should be looked into automatically is the processes that keep on clashing in the system. He internal working of the process in an information system should be looked into and improved on. These are the functions that the information system will work to improve. Error logging software Important software that should be developed to help with process improvement procedure with the various information systems is that of error logging software. This software will help to check for the errors that are normally frequent. It is also important to understand the errors that are commo n in particular processes and the ones that interact with other processes. This software will be used, together with the logging software, to analyze the cause of the errors that are commonly met while working on the various software in the system. This will help have detailed facts about the errors that are experienced which will help the process improvement developers to understand what they are to improve and the way in which this can be achieved. With the various errors being experienced in software, the improvement and eradication of these errors is normally built on detailed understanding of eh software that is causing the errors. It is important to have the right information about these errors (Haug, Olsen, Bergman, 2001). Process optimization software This software will be used in suggesting the best ways in which the software will be optimized. As the software is used every day, there will come a time where the processes will be optimized. What the software will do is monit or the interaction of the various modules and processes that are running in the software and generate a report about the software which interacts most often. It will also look at the tasks that will be undertaken and processed by more than one process. This information will be used by the developers while they are on the quest to improve on the working on the various processes (Oktaba, 2008). After the developers get this information, they will be in a position to have a way forward into working on the interaction of the software processes so that they can work effectively on the various tasks that require multiple processes. This will help in optimizing the software process. Instead of have autonomous software processes

Sarojini naidu Essay Example for Free

Sarojini naidu Essay Indian poet, lecturer, and politician. Naidu is remembered as a virtuoso of English metrical forms and romantic imagery in her poetry, which she wrote in English. Her mastery of such difficult poetic constructs as the dactylic prompted the English writers Edmund Gosse and Arthur Symons to praise her work widely and develop friendships with her. Equally concerned with Indias freedom movement and womens rights as with writing poetry, Naidu became a close associate of Mahatma Gandhi and lectured on behalf of Indian independence throughout India, Africa, the United States, and Canada. Her political career reached its peak when she was elected the first woman governor of the United Provinces in 1947. Biographical Information Naidu was born into a high-caste Bengali family in 1879. Her father, Aghorenath Chattopadhyaya, became, after obtaining his doctorate from the University of Edinburgh in Scotland, a distinguished scholar and linguist who founded two Indian colleges, one for women. Naidus mother, Varada Sundari, was a minor poet and noted singer. Naidu began writing poetry as a child and at the age of twelve passed the matriculation examination for the University of Madras. As a teenager, Naidu fell in love with Govindarajulu Naidu, a doctor who was neither Bengali nor of the Brahmin caste. Hoping to prevent their daughter from marrying outside her social group, her parents sent her to England in 1895. There Naidu attended Kings College, London, and Girton College, Cambridge, where she further developed her poetic style and became friends with such well-known English critics and writers as Edmund Gosse and Arthur Symons, who helped her to refine her work. In 1898 Naidu returned to India and married Govindarajulu Naidu despite her familys disapproval. Because of her familys high status, Naidu had access to many of the most prominent thinkers, writers, and political figures of Indias modern intellectual renaissance. Her first volume of poetry, The Golden Threshold, was published in England in 1905; with an introduction by Arthur Symons. The book was well-received, and Naidu was encouraged to continue publishing her work until 1917, when she abruptly stopped. At this point, Naidu became active in Indian politics. She had met Gandhi in 1914 and soon decided to join him in the struggle for Indian independence. Naidus first cause as a political activist was womens rights; she traveled throughout India lecturing on womens educational needs and promoting suffrage, and became the first woman to hold several prominent positions in the Indian government. In 1925 she was elected President of the Indian National Congress, and during the 1920s traveled throughout Africa and North America campaigning for Indian independence. Naidu was arrested and imprisoned for revolutionary activities several times during her career. In 1947-when independence was achieved-Naidu was elected acting governor of the United Provinces. She died in 1949. Major Works Naidus early poetry evidences the strong Western influence of her Brahmin upbringing. Crafting poems in traditional English metrical forms, she concentrated primarily on Western themes and images. Edmund Gosse, upon reading her work when he met her in London, recognized Naidus potential but encouraged her to incorporate Indian subjects into her work. Naidu followed Gosses advice, and her first volume, The Golden Threshold, combines traditional poetic forms with lush images of India. The book achieved popular and critical success in England, where Edwardian readers admired Naidus deft handling of the English language as well as the native view of Indian exotica it offered them. Naidus second collection of poems, The Bird of Time (1912), confronted more serious themes such as death and grief as well as containing poems expressing Naidus patriotism and religious convictions. Gosse provided the forward to this volume, noting Naidus rich exploration of complex issues in delicate, romantic language. In her third volume, The Broken Wing (1917), Naidu included more poems of patriotism and description of Indian culture. More important, The Broken Wing contains the work many critics consider Naidus greatest poetic achievement, The Temple: A Pilgrimage of Love. A series of twenty-four poems, The Temple explores the joys, pain, and vagaries of a mature love relationship in graphic, sometimes violent, imagery, and concludes in a meditation on death. The Broken Wing was the last volume of poetry published in Naidus lifetime. Many critics have wondered about the reason for her apparently sudden departure from literary pursuits to political involvement. Some speculate that her popularity dwindled, particularly in England, when she moved away from the flowery, romantic style of her early poetry to a comparatively morbid and contemplative tone in her later work. Others contend that her preoccupation with patriotic themes caused readers to lose interest. In 1961 Naidus daughter published a collection of her previously unpublished poems, The Feather of the Dawn, but it met with little critical interest. Her poetry has since undergone reevaluation by Indian critics, many of whom regard her as one of Indias greatest twentieth-century poets.

Overview of Culture in Taiwan

Overview of Culture in Taiwan The republic of China took over Taiwan and the surrounding islands from Japan in the year 1945. The official language used is Mandarin. Taiwanese people are all citizens of the Republic of China who hold the countrys citizenship and the people living in Taiwan. There are three paradigms that are used in identifying the Taiwanese people; self-identification, national criteria and the social cultural criteria. Taiwanese are popular for holding on to most of their traditions, customs and beliefs despite the influence of modernization and external cultural influence (Schubert 2011, p. 4). In this essay, we will look at cultural aspects that define the identity of the Taiwanese Chinese and the essence of being one. Values The Taiwanese people have a considerable diversity among them in regard to genetics, cultural and linguistic. This is as a result of the assimilation of various ethnicities and tribes within china and thousands of years of immigration (Immigrant adaptation, 2012). Confucianism has had much influence on the Taiwanese culture. Confucianism is known for shaping the thoughts of the Chinese and initializes the values of filial piety, which implied the conducting of certain shared rituals (Chen 2001, p. 45). The villagers in this society lavished on wedding and funeral ceremonies, imitating the Confucian virtues of the emperors. Most of the Taiwanese wear the Western style clothing with just a few wearing the traditional clothing on a regular basis. In terms of family matters, the Taiwanese have a family manager who is in charge of income and the family head that represents the family to the world. The families are run on set rules and the whole family traditionally stays in a large triangular house (Chen 2001, p. 48). The cross-cultural psychology makes an effort to understand individuals of different cultures and how they interact with each other. The implicit culture theory indicates that the underlying stereotypes, assumptions, beliefs, and schemas influence the way they relate with each other. The beliefs, stereotypes, and schemas differ across cultures, and given that Taiwanese is formed of different people, some assimilated immigrants who come with their own beliefs, then the implicit culture can help us as a society to understand each other (Hsiau 2000, p. 67). Literature and Art The Taiwanese have literature and art that defines their culture. Dancing is part of the community activity which started as early as 8000 years ago. A dance is the main component of Taiwan culture and involves worship and prayer. The community uses sleeves, long scarves and extensions to contribute to the unique forms of dances (Hua 2001, p. 84). Similarly, we use metaphors in this society to define peoples character traits. For example, the spider is used to represent varied things in society. In this society, the Spider symbolizes persistence and patience because of its hunting technique. The spider sets webs and waits for the prey to become ensnared. The Taiwanese use the spider web to indicate malice and mischief since the spider has poisonous venom that kills slowly (Eberhard 1974, p. 56). The onion metaphor has been used to describe the learning styles in Taiwanese culture. The external layers of the onion represent the peoples preferences with regard to where they wish to study. As one peel the onions, the inner part represent the way people perceive information differently and the inner part of the onion represents the cognitive styles of information processing. The core of the onion represents the personality traits of the people. The metaphors describe ones character and attributes as the onions metaphor can be used to describe an extrovert or introvert (Taiwanese Literature Movement, 2011). The five factor model of personality; extraversion, neuroticism, agreeableness, openness to experience and conscientiousness are used to explain the character traits of the people in different societies. The five factor model originated from two independent research traditions. The first research was that of the Lexis analysis of personality terms which occurs in Natural language. Lexis analysis insists that encoded language can be used to describe the individual differences in traits. The other approach is the factor analysis which is based on different theory-based personality inventories (Martin Gates 1981, p. 91). One of the researches based on the NEO Personality Inventory established that all the five factors had strong genetic bases. Despite the fact that individual differences are substantially stable, personality traits show modest maturational changes that are briefly summarized by noting that most people tend to decline N, E, and O and increase A and C in their adulthood. The model generalizes across cultures despite the differences in history, languages, political systems, religion and other cultural features. The model considers the age differences and the sex differences too (Martin Gates 1981, p. 93). The other forms of art found in this culture include the sculpturing, drawing and music. The society has beautiful patterns of ancient cooking utensils which are as a result of sculpturing. Using pictures and paints to express the imaginative thoughts is a common happening in Taiwanese society. Similarly, the culture has classic texts such as the Art of War and the analects of Confucius (Martin 2003, p. 23). Customs, Traditions, and Practices of Taiwan Culture The mainland China and Taiwan, the traditional Chinese customs and culture still hold sway. However, Cultural Revolution and political movements have contributed to the destruction of the culture and customs. The traditional religious beliefs are almost extinct. In addition, Taiwan members in the society rarely read the classics for themselves. The Taiwanese people have been able to absorb the western customs and cultures (Hsin 2012, p. 23). Taiwanese offer traditional cuisines whose richness surpasses that of Korea and Japan. The traditional festivals have been preserved, and people still do reunite with their families in these festivals. Among the festivals are the Lantern Festivals, the Chinese New year Eve, Dragon Boat Festivals, Chinese Valentine day and the Tomb Sweeping Day among others (Martin 2003, p. 23). The ancient Chinese did not celebrate their birthdays because it was seen as the day the mother to the child was suffering. After the Tang Dynasty, the Chinese started celebrating birthdays as a result of influence from India. The fusing of the Western and the Chinese tradition has made the celebration of birthdays more enjoyable than that of the decade. As we are not too bothered about the religious differences, we have different funeral practices in Taiwan. With the Taiwanese people having an open mind, it is easy to blend the traditional and the foreign customs. This has resulted into a diversified Taiwanese culture (Liao Wang, 2006, p.81). There exist harmful socializing practices among the Taiwanese youth. On normal family interactions, a caregiver spends time with children on a variety of playing and mundane activities. Research indicates that more than 300 events of shame are identified in over a hundred hours of video typed spontaneous home interactions (Katz Rubinstein 2003, p.19). Language and Ethnicity Taiwan is a multiethnic and multi lingual society. The majority of the ethnic groups are the Holos with 73.3%, mainlanders 13%, Hakka 12% and the indigenous 1.7%. The Holo, Hakka and the mainlanders constitute the Han people whose language is a contrast to the Abogriges. The Abogriges differ from the Han people by their ethnic language. Language and ethnicity are bound to change with alterations in the environment. Research has indicated that the Hakka are losing their mother tongue faster than their identity. The Taiwanese identity has been promoted through its language (Davison 2004, p. 45). Religion and Rituals Religion plays an essential role in the cultural identity of the Taiwanese. The Chinese folk religion has had a profound influence on the people. Taoism and Confucianism share aspects of a religion without a demand for exclusive adherence, which culminates to cultural syncretism and tolerance. In the 20th century, the Confucianism was a state official philosophy that governed the moral code with some religious elements like the ancestor worship (Davison 2004, p. 48). One of the ancient rituals is the Ji-tong ritual. It involves people hitting themselves on the head until a gush of blood comes out. Tainan and Lugang are the destinations popularly known for the ancient Chinas culture, old temples and the traditional religious practices. Probability of witnessing the Ji-tong ritual in these places is half given that the ritual takes place on the birthdays of the Chinese gods. As such, the people depend much on the spiritual communication (Davison 2004, p. 56). The Taiwans indigenous people ritual is often focused on the adulthood, good harvest, hunting and spirits rituals. The aim of these rituals is to request for good fortune, consolidating peoples hearts, thanksgiving and survival training. The rituals are considered the major spiritual symbols of the Taiwanese traditional culture (Davison 2004, p. 58). In-Groups According to Murray Hong (1994), the Chinese culture is more of collectivist than individualist. However, both the individualist and collectivist values are endorsed in this society. Two layers of personal relationship have been identified to distinguish how people conduct their social interactions. The in-group perceives others to be part of them while the out-group does not consider themselves as part. In Taiwanese culture, our immediate family members always constitute our in-group while our current and potential enemies constitute the out-groups. As much as we are collectivists, the world sees us as middle group because we do not view the people outside the in-group as totally out-group. We do not categorize them immediately as in-group or out-group when we meet people for the first time. Being a Taiwanese teaches one to be part a member of the larger society and not to be individualistic (Murray Hong 1994, p. 64) There is flexible acculturation during the transmigration process of the Taiwanese in China. The Taiwanese government has identified three strategies that enable flexible acculturation; reinvention of the ethnic identities, spatial movements and the graduated sovereignty. The different transmigration processes have been found to have influence on the Taiwanese women social image, ties to the children, careers, spatial relocation and self-perception. In the Taiwanese acculturation, we single out the extramarital affairs between the Taiwanese men and the Chinese women (Liu 2008, p. 70). Family Importance in Taiwan Culture Taiwan culture emphasize on familial bonds as it shapes the culture of the entire nation. Family plays an influential role in the Chinese culture despite the modernization role of family in China has shifted. The Taiwanese believe that the family membership is inherited through the father. This implies that families are normally headed by the Chinese male members in that family. The elders in the society command much respect and have the most authority (Lu 1997, p. 96). According to the filial piety rationale, the older people within the family have the prevailing will over the younger and inferior members of the society. The culture emphasizes on paying reverence to the ancestors that have passed on, especially the male with failure to do so attracts bad luck to the family. Families that lack the male descendants are thought to become volatile ghosts upon death. In the family set up, each position has its own name allocated to it. For example, fathers older brother is referred to as the Bo fu, while the younger one is shu fu. In the modern society, women are gaining more power in the family set-up which has challenged the traditional patriarchal set-up. The young ones have apparently been allowed to have a say in their future life unlike in the previous decades (Lu 1997, p. 96). The Chinese citizens of the Han descent had a child policy in 1979, which stipulated that a couple ought to only bear one child to themselves (Gu 2006, p. 21). The law was to help control the Chinese population boom. A couple faced a hefty fine on breaking this rule. A great number of cases of sterilization and forced abortions existed in this era. The policy was exempted for a family that bore male children as maleness is highly valued in the Chinese culture (Schubert 2011, p. 33). The relationship guanxi describes the basic dynamics in personalized networks of influence, in the Chinese society. In this relationship, the people are to be of equal social status. It refers to the social benefits gained from the school friends, extended family workmates and members of the same organization. The Guanxi relationship echoes the collectivism that is emphasized in this culture. The collectivism just as Guanxi relationship helps maintain the family and friend contacts and strengthen the bond between groups of people and family. The reciprocal favors are the ones that maintain this Guanxi web where failure to reciprocate is considered an unforgivable offense (Lin 2011, p. 42). In conclusion, being a member of the Taiwanese brings a sense of belonging. The cultures and traditions are friendly to assimilate. This has seen most immigrants being assimilated into this culture without much difficulty. The society is more accepting to the out-group than any other countries. We hold the family set up of importance to the image of the entire country. We uphold the cultural values emphasized in the Confucianism and classics. In addition, the people in this culture are allowed to perform their religious rituals in regard to their religion.

Muslims And Islam Ecuador

Muslims And Islam Ecuador Scholarship about Muslims and Islam has generally been delimited geographically in the Middle East. After the 9/11 attacks, the renewed interest about Islam in general exposed the existence of a sizable Muslim population in the Latin Americas (Hallar). While the migration of Lebanese, Palestinians, and Syrians in the late 1800s accounted for the greater number of Muslims in Latin America now, new converts to Islam also characterize the Muslim population today. In Ecuador, where the Muslim population is a very small minority compared to the predominantly Roman Catholic group, not much has been written about them, their history, they way of life, and the different challenges they experience living in adherence to their professed faith. This paper traces the history and origins of Muslims in Ecuador, their contemporary experiences, contributions, and problems. In 2008, the Ecuadorian constitution recognized the megadiversity of the biological and economic species in the country, protecting it by making ecosystem rights or the rights of nature legally enforceable in the country (Central Intelligence Agency). Located along the Earths equator, hence the name, Ecuador is home to the famous Galapagos Islands and the most biologically diverse ecosystem in the world. Ecuadors megadiversity also applies to its population. Estimated at around 14,790,608, the country is the 65th largest country in the world in terms of population; it is also one of the most ethnically diverse (Central Intelligence Agency). Its majority group, the mestizos, were descendants of the intermarriage of the Spanish conquistadores and its indigenous people and comprise more than 65% of the population. Accounting for a quarter of the Ecuadorian population are Amerindians; the creoles account for 7%; and Ecuadorians account for 3%. Religion-wise, Ecuador is home to predominantly Roman Catholic believers which account for 95% of the population, with 4% following Protestantism, 1% Mormons, and a minority of nativists, Jews, and Muslims. The Pew Research Center (2009) estimates a Muslim population of roughly 500 individuals in Ecuador. Today, Ecuadorian Muslims are struggling to define their place and their identity in a world that has grown more aware of their existence. An inc reasing number of Ecuadorians are also discovering a new way of life as they embrace and convert to Islam. History and origins of Ecuadorian Muslims Thirty to fifty centuries ago, three Ecuadorian Indian cultures were dominant namely the Chorrera, Machalilla, and Chordeleg. Their religion involved worshipping the sun and the chief of the villages were believed to be sent by the Sun God. Part of their religious practices is the offering of young women who were virgins as human sacrifices as a gesture of gratitude for the bountiful harvest. These early Ecuadorians believe that the body will resurrect after death and because of this belief, they bury gold, spears, drinks, food, and many others that will prepare them in their journey in the afterlife. Years after, the Incas who defeated the southern Ecuadorian tribes almost shared the practices and beliefs as the other Indian tribes. When the Spaniards conquered the American continent, the transition to Catholicism was not dramatic. The Catholics merely had to change the Sun God to the statue of the half-naked Son of God nailed to the cross. One king of the Incas by the name of Atahualpa was burned alive because of his strong rejection towards Christianity. Forced by the Spaniards to denounce his ancient beliefs, the Inca king threw the Bible in protest. His defiance catapulted to his execution for blasphemy. Since this period, Roman Catholicism was the official religion in Ecuador. More than 100 years has passed, Protestantism penetrated Ecuador then other religious sects followed- Seventh-day Adventist, Latter-day Saints, Anglicans, Gnostics, Bahais and others. Indian and Far Eastern philosophies have attracted followers over the last twenty to thirty years. The Jewish people in Ecuador had no formal leadership until 2001 when a representative from the Jewish community in Argentina was appointed as their head. First Muslim Settlers The very first Muslims who settled in Ecuador were Arabians from Egypt, Syria, Palestine, and Lebanon. Their emigration to the Latin continent was because of their search for peace and solitude from the ravages of World War I and II. With Turkish passports in possession issued by the Ottoman Empire, these Muslims have entered the Ecuadorian soil. Because of this, the first Muslim settlers were known throughout Ecuador as the Turks. The Turks first settled in Quito, the capital city and Guayaquil, the principal seaport in the Pacific Ocean. Some of these Turks went to the coastal areas in the provinces of Esmeraldas, Los Rios, and Manab. What attracted the Turks very much is the tranquility of the country. The family-oriented culture in Ecuador have probably reminded the Turks of their own homes in their respective countries. The principal economic activity of the first Ecuadorian Muslims was trading. In the beginning, the economy of Ecuador largely depended on barter trading or the interchanging of goods and products. During the first twenty to thirty years, the Muslims encountered numerous challenges in local trade and commerce. The distances they had to walk is very long, follow the post service through the mules back, and try to reach the most accessible community or village to do business. The first Muslims in this South American country were exposed to different customs, fashion, and gastronomy. They exchange their goods such as dates or Tamar, rose water or maiy zahar, mashed fried peas or falafel, and laborious sweets like basbusa and baklawa with the local wheat flour or pinol, herb water or agua aromatic, dark sugar cane or panela and banana. The Muslim Identity Since the aim of coming to Ecuador for most of the first Muslim settlers is to seek Dunia, they had a very poor background about their religion and consequently their identity as Muslims was overshadowed by the strong and dominant Roman Catholic religion. Very few of the early Muslims have settled with their spouses from their native countries while majority married with the locals. The earlier Muslim families in Ecuador were the Jairala, Becdach, Ariz, Shayyeb, Soloh, Dassum, among others. Unfortunately for some of their descendants, some opted to be converted to Christianity as their only religious option. Few of the Muslim families would have their children educated under an Islam-based curriculum in Muslim countries. By the later part of the 1940s, Muslims and Arab Christians were grouped as one due to their Arabic roots. The first organization of Muslims and Arab Christians is known as Lecla. Issues of their different religious orientation were not discussed. Then by the middle of the 1980s, a social organization emerged and this is known as the Arab Club. Approximately during this period, there was increased migration of Muslims to Ecuador. Roughly 20 Egyptian men were struggling to reach US shores without considering the risks involved. Dishonest travel agencies are using Ecuador as their gateway to the US. Eventually some of them left Ecuador while others choose to stay in the country. A minor migration involving Indian Pakistanis occurred in the early 1990 and majority have reached their migratory goals in Canada and the US and they leave no trace or indication of their religious affiliation with Islam. As the 20th century comes to a close, Muslim migrants came from countries in West Africa such as Ghana, Nigeria, and Liberia, whose internal conflict and civil disruptions have pushed them in search of the new place to rebuild their lives. The mid 1980s saw the embracing of Islam by the local Ecuadorian populace. Though the word Islam is unheard of, the locals were highly influenced by the piety of the Muslims while studying in the US and European universities. They have come to regard Islam as a religion for all therefore it is universal. Aside from that they considered the religion a brotherhood which brings people from all walks of life to work harmoniously to attain peace. Islam also offered teachings not found in the Catholic teachings. Despite the fact that these new Muslims enthusiastically propagated their religion in Ecuador, it was a struggle by going against the current. In the mid 90s, the number of Ecuadorian Muslim converts continue to grow. At present, every Friday marks at least a single Shahada. This growing trend came to terms with criticism and rejection every within their closest kin. There are roughly 500 Muslims living in Ecuador today. A Muslim Heritage Muslims in Ecuador and in Latin America in general derive a unique kind of heritage from the regions political history. This heritage dates back to 711 when the Muslim Moors led by Tariq ibn Zayid conquered Spain for 700 years. For seven centuries of Muslim rule, Spain became influenced by Islamic music, literature, and architecture. Religious tolerance as preached by Islam allowed the mutual existence of various religious denominations such as Judaism and Christianity. Unlike other conquerors, the Moors preached Islam but did not impose conversion to their religion. When the Muslim conquest ended by 1492, all Muslims were forced back into Christianity with the threat of exile or execution. During the heydays of the Spanish inquisition, the conquistadores started to ship off Muslim slaves to the New World and Africa and these Muslim eventually landed in Latin America. The forced migration of Muslim slaves as well as the migration of Muslim Arabs of the Ottoman Empire started the spr ead of Islam into the continent. Many Muslims in Latin America believe that Islamic conversion enables them to reclaim their true heritage. Muslim scholars assert that European influence came much later than African/Islamic influence. Evidence of this is in the Spanish language itself, literature, philosophy, and music. Latino culture then derives a large part from the contributions of the first Muslim settlers shipped off from the Iberian Peninsula. As Islam spread quickly, it became a profound influence on the Latino way of life (Vendan and Pervost 28). This assertion is contentious however because historical books and documents do not mention the contributions of Islamic heritage in Latino culture save for a few aspects. The educational system also does not teach about Islamic values and its impact on present Latino American culture. Some of the great contributions of Islam to cities in Latin American include the magnificent Islamic architecture that has built the cities of South America. Brazils old churches are designed with Arabic calligraphy carved by Muslim slaves brought to the continent from the Iberian Peninsula. Islamic art is also prominent in many Central American churches. Many churches all over South American also install mosque arches and domes, typically Islamic architectural styles. In Quito, Ecuador, Islamic art can be found in the Andalusian Spanish architectural style copied from Islamic architecture. Andalusian Islamic architecture is also visible in Quitos downtown area (Suquillo, Islamic Values in Latin Americ an Culture). Major and minor traces of the influence of Muslims in Ecuador occurred as a result of Muslim migration into the country. Aside from art, language, and architecture, Islamic values such as hard work, industry, affinity for trading as well as Arabic food form a great contribution to the diverse and beautiful culture in Latin America today (Vendan and Pervost 33). Aside from viewing conversion to Islam as a historical necessity, the younger generation of Latinos is attracted to Islam because of their disenchantment with Catholicism. Many Latino Muslims view Catholicism as an elitist religion which has historically disenfranchised many of the continents poor and indigenous populations. Many also view Catholicism as having been detrimental to the rights of indigenous ancestors. Among native Latinos who convert to Islam, there is a prevalent view that Catholicism has only served the poor in theory but not in practice. Today, Catholicism has not played a major role in improving the plight of the disadvantaged and have not defended their rights adequately as a church should. Instead of the elitist Roman Catholic Church, many view Islam as the true religion of the oppressed. This view seems to explain why Islam appeals to minority groups in Latin America and elsewhere. Most of the Islamic conversions belong to marginalized groups and those who are struggling for equality. Many activists and progressive thinkers have also found a more effective ally in Islam as the Quran does not only delve in religious issues but in political issues as well. In choosing Islam, some became became serious young men seeking to elevate ourselves within our society. We got this from Islam (qtd. in Viscidi). Some Muslim scholars hypothesize the Islams strong position on unity and racial equality is an appealing concept to minority and disadvantaged groups (Vendan and Pervost 34). This also explains why more and more African Americans in the U.S. have converted to Islam in the past decades. To many who decide to convert to Islam, it is a universal faith where people of all walks of life pray together. Religion unifies culture and enhances it (qtd. in Sanchez and Juan 33). Ecuadorian converts have also cited how Islam provides both material and spiritual support for its faithful. For instance, the track record of Muslim religious organizations indicates that it caters not only to the needs of Muslims but non-Muslims as well. Elsewhere in the world, Muslim organizations provide welfare services, education programs, clothing drives, training for women, and anti-poverty measures to ease the flight of the disadvantaged. However attractive Islam may be to many, Latino Muslims experience a conflict of identity because Catholicism has been so deeply ingrained in their culture. Some who are thinking of converting may feel that their conversion to Islam may be construed as being traitors to their Catholic heritage. Moreover, converts also face the difficulty of being accepted into the mainstream community. Being part of the other has a strong possibility of getting converts alienated or even disowned by their families or peers (Cook 4). Despite their many activities and their presence, Muslim organizations still find that many people have no knowledge or are ignorant about Islam. This is why Muslim religious organizations are striving to get people to know more about Islam and dispel wrong notions and biases about Muslims and Islamic doctrine (Suquillo, Islam in Ecuador). Muslim Religious Organizations The wave of migration to the Americas marked the influx of Lebanese and Palestinian immigrants to Ecuador in the 1800s. While majority of them were of Arab ancestry and remnants of the Ottoman Empire, some of them were Christians and some of them became assimilated into their new country as Christians. Nonetheless, some of them also remained Muslims. Historical records suggest that the earliest Lebanese immigrants came to Ecuador in 1850. They carried with them Islamic values, traditions, and culture an aspect that made life difficult for them initially. Majority of the Lebanese Muslims which migrated first were male and settled first at the countrys capital, Guayaquil. The women came later. Like most migrants, they found it difficult to adjust to the host country; they faced discrimination but were determined to make a prosperous life in Ecuador. Most of them became entrepreneurs and owned stores. Soon, some of the most important political players in Ecuador were of Arab ancestry: from Assad Bucaram Elmhalim in 1916, to Guayaquils mayor in 1996 Jamil Mahuad Witt, and former Vice President Alberto Dahik Garzozi (Roberts 13). While many Middle Eastern migrants became assimilated into the Catholic way of life, a few of them remained adherents of Islam and strived to build their own community and follow their own traditions while respecting the dominant culture. Muslims in Ecuador belong to a tight-knit community of worshippers. During the middle of the 1900s, native Ecuadorians became converts of Islam and chose to live close to the Arab community. In order to perform prayers, they first rented a small apartment which later became a private apartment provided by the Egyptian Embassy. The Ecuadorian constitution requires all religious organizations to register in order to exercise freedom of religion. In Ecuador, the first and largest religious organization officially registered with the government is the Centro Islà ¡mico del Ecuador. Founded in 1994, the Center receives Muslims and non-Muslims alike and is a hub not only for religious purposes but also for socio-cultural and educational activities supposed by the teachings of Sunni Islam. Unlike many masjids, the Center is an independent entity that is built without any foreign financial support. The Center also serves to help to develop a genuine Muslim Ecuadorian identity guided and inspired by values of Islam (Suquillo, Islam in Ecuador). In its early years, the masjid occupied only the first floor of the Center. Soon, it was transferred to a residential area in order to make the masjid more convenient for residents. The Center serves as a gathering place of Ecuadorian Muslims and a venue from which non-Muslims could learn more about Islam and the Islamic way of life. Through the Center, misconceptions about Islam are resolved so that a better understanding of Islam is presented to non-Muslims. For Muslims, the Center educates young and old Muslims about the Holy Quran and the Arabic language. Moreover, it specially caters to women who comprise many of Muslim converts through lectures and a well-stocked library that offers books written in Spanish, English, and French. Part of the responsibility of the Islamic Center is the translation and publication of Spanish literature which tackle on various topics on Islam. The center has also translated five books to Spanish: What the Bible says about Muhammad?, Understanding Muslims and Islam, Tawheed, Muslim Christian Dialogue and The truth about Jesus. Spanish pamphlets were also published and they are entitled: Islam at glance, Mount Arafat Sermon, Do you know that (the Pope at the time of our Prophet Muhammad SAAWS, embraced Islam?), General aspects about fasting in Ramadan, Misconceptions about Jihad, Danger in dancing, Is Jesus really God?, You should know about this great man (Prophet Muhammad SAAWS), Who invented the trinity?, What is Islam?, Islamic Fundamentalism?, What Islam is not about, Muhammad in the Bible, Fire in your stomachs (about alcohol), and According to the Bible, Jews have no right on Palestinian land (Suquillo, Islam in Ecuador). There are two other Muslim religious organizations in Ecuador: the Centro Islà ¡mico Al Hijra and the Fundacion Islamica Cultural Khalid Ibn Al Walid. The Centro Islà ¡mico Al Hijra is also located in Guayaquil while the Fundacion is located in Quito, Ecuador (Islamic Finder). Worship in the Masjid Prayer is central to Ecuadorian Muslims. Worship in the masjid is the same for Ecuadorian Muslims as with all other Muslims anywhere in the world. It is mandatory to remove shoes or slippers when entering a mosque a practice that reflects respect for the house of prayer and its worshippers. The prayer halls in the masjid contain no benches or chairs, only carpets which are aligned to face Mecca, Islams holy city. Ecuadorian Muslims go to the masjid in order to perform salat, one of the five pillars of the Islamic faith. Prayers are organized five times a day. The masjid in Ecuador is open one hour before the obligatory Fard prayers. However, the faithful can offer five prayers all throughout the day from their home: Fajr (before sunrise), Dhuhr (afternoon), Asr (midday), Maghrib (after sunset) and Ishaa (after dusk) (Islamic Finder). Ecuadorian Muslims can find out the proper prayer times throughout the day from the announcements posted near the masjid and even online (Islamic Finder). The Islamic weekly holy day is Friday. Prayers inside the masjid are performed by men but not for women. This tradition has been sometimes criticized as discriminatory for women. However, Muslim scholars have cited that the rationale behind this prohibition is to uphold the rules regarding the interaction of men and women as written in the Quran. Women can worship in the masjid from separate chambers where they can see the imam or the prayer leader. Most Ecuadorian Muslim women also prefer to pray from their homes. Before formal prayers, all are required to perform a ritual of cleaning called wudu where the ears, face, arms, hands, and feet are washed. The masjid has washrooms for men and women for this purpose. Worshippers step into the prayer hall with the right foot and say in Arabic Oh Allah, open the door of mercy for me (Asani). Two cycles of prayer are then performed, followed by a salutation (tahiyatul-majid) and the sequence of standing-kneeling-prostration. Reasons for Conversion to Islam Muslims in Ecuador have a unique experience as they practice their faith. Belonging to a community of faithful comprising less than 1 percent of the population, it is not unusual that many Ecuadorians are not aware that there are Muslims at all. Hence, educating non-Muslims about the tradition and practices of Muslim Ecuadorians is a challenge. However, the number of annual converts to Islam in Ecuador has surprisingly increased and the Muslim community is undergoing changes as a consequence. Yahya Juan Suquillo, Ecuadors imam or religious leader, states that the notion that Islam attracts few converts is untrue. In fact, the conversion rate among Christians is going at an accelerated pace. Suquillo, who was named one of the 500 most influential Muslim leaders of 2009, believes that Islams appeal in Ecuador as well as in Latin America comes at a time when the whole continent is in search of its own identity (The Royal Islamic Strategic Studies Centre 24). The social problems that beset the continent have made its people look for spiritual change and Islam has a unique brand of spirituality that appeals to most people. Latin America is fertile ground for Islamic dawah and the transition from Christianity to Islam is not so difficult since Islamic influence is already inherent in Latino culture. However, Muslim religious organizations have fallen short in identifying the strong potential Latinos to accept Islam despite the predominance of Catholicism (Suquillo, Islam in Ec uador). Ecuadorian Muslims are also in search of their Islamic identity which they found at home and abroad. Some Ecuadorian Muslims are economically well-off and can send their children abroad to study Arabic and Islamic Studies. Some who have gone on to study in Cairo were descendants of the original Muslim settlers in Ecuador: My grandfather on my mothers side helped bring Islam to Ecuador, I belong to that family and it makes me proud (Delgado qtd. in Makary). One of the biggest challenges for the Ecuadorian Muslim population is how to integrate their increasing number of indigenous converts into the Muslim ummah. There are many aspects about Islam that attracted converts in Ecuador. Some have cited that the modesty and religiosity of Islam is what they admired most in the religion. Others have also cited the consistency of Islamic doctrine as opposed to Catholicism. Others have also cited the influence of a Muslim friend or colleague they admired (Rich). Some find that the record of Islamic communities in maintaining order and cleaning up neighborhoods of crime and poverty was the most admirable thing about the religion. Converts who have been exposed to crime, drugs, and prostitution find sincerity in the Islamic community to help them reform. There is also an attraction in what Islam offers: the return to traditional values (Sesin). Like many Latino converts to Islam, Ecuadorian Muslim converts also believe that Islam offers a new kind of spirituality than what they have been accustomed to. Others cited the that Islam offered a strictly monotheistic view compared to Catholicism which teaches the concept of the Trinity as well as belief in the Virgin Mary and Catholic saints. It also is surprising that instead of viewing Islam as repressive against women, female converts state that Islam provides a view of women with dignity and respect something that is not highlighted in other religions (Sanchez and Juan 26). Islamic doctrine is also one of the main attractions of the religion not only in Ecuador but in Latin America in general. Islamic principles are consistent with the tight and devout family values which characterize Latin American households. According an Ecuadorian Muslim: There are cultural similarities and family values inherent to Hispanics and Muslims. Typically, Hispanic households are tight knit and devout, and children are reared in a strict environment traits that mirror Muslim households (Guadalupe qtd. in Pick Islam) Moreover, in terms of doctrine, Islam resolves some of the issues that most people have with Catholicism. Islams absence of a papal hierarchy makes everyone equal in the presence of God. The definition of God in Islam is also less ambivalent, as there is only Allah unlike the Catholic Church which promotes the worship of Saints, and the Virgin Mary. In Islam, many feel that Everyone who prays before God is equal (qtd. in Viscidi). Other family-related values and close kinship ties are integral to Muslim communities; the same is true for Hispanic communities. There are several Islamic norms which mirror those highly valued by Hispanics such as respect for the elderly, child rearing, and the value/role of marriage (Sanchez and Juan 32). To many converts, Islam has helped them live a life of moderation and appreciation for family and motherhood (Pick Islam). Islam has also provided converts with a belief system that spoke of kindness, respect, and love for family. Some converts expressed that because Islamic principles consider moderation rather than competition or ambition as the norm, its believers were more grounded and in touch with real life than religions that value individualism (qtd. in Hallar). Challenges faced by Ecuadorian Muslims Converting to Islam poses several challenges. First, because Islam is a way of life and not merely a religion, converts brace with the difficulty of adjusting their once decadent lifestyle to suit the tenets of modesty and economy in Islam. Young converts expressed not being ready to give up parties as a great challenge for them (qtd. in Rich). For most women converts, the stereotypes that are often attached to Islam and Muslims became a great hindrance for them as they strived to be accepted by the Catholic families. Native Ecuadorian Muslims comprise more than half of the population of Muslims in Ecuador. Their understanding of the religion is best reflected in their manner of dressing. Almost all of the females don the hijab and long dress daily. A main issue for women converts is the mode of dress. Muslim women are required to wear the appropriate clothing, usually the headscarf or hijab. Many Catholics view wearing the hijab as an oppressive act and do not understand its need. T he younger generation of Muslim converts in Ecuador is also looking forward to a more progressive Islam one that is keeping up with the times but does not run contrary to the fundamental teachings of Islam and the values of the Islamic civilization itself (Sesin). Integration with a predominantly Catholic population has also subjected a few Muslims in Ecuador to harassment and discrimination. In a UN Commission on Human Rights Report, Muslim leaders alleged that Ecuadorian Muslims encountered discrimination when they apply for employment, loans, or housing. However, due to the small population of Muslims in Ecuador, discrimination is not societal and does not occur frequently (UN Commission on Human Rights). After 9/11, Muslims in Ecuador have also gone under careful scrutiny by the public and have been associated with terrorism. Concern on terrorist infiltration in Ecuador is low but it is still a concern that may have a detrimental impact on its Muslim population. The connections of the Lebanese terrorist group Hezbollah is strong in several Latin American countries, and the sizable presence of Lebanese immigrants in Ecuador has made American and Ecuadorian authorities suspicious nevertheless. Islamic proselytism among native Indian populations have been viewed as an act that could allow militant preachers or activists to agitate people into supporting terror acts and groups (UN Commission on Human Rights). As a religious group, Ecuadorian Muslims have also faced challenges that threaten their presence and existence as devout Muslims with a distinct way of life and culture. The following are some of the difficulties that the Ecuadorian Muslim community faces (Hallar): 1. There is a lack of public awareness about the Islamic religion and way of life in general that may account for the discrimination that some experience as a result of their religious affiliation. 2. Maintaining a separate Islamic identity is troublesome and difficult for many believers. Many Ecuadorians practice Islam randomly and without a thorough understanding of Islam and its values, traditions, and principles. This is problematic for many converts because they are unable to develop and maintain a new identity as Muslims. Due to this crisis, they retain the traditions of the old religion and absorb the practices of the dominant culture which contradict Islam. 3. There is a scarcity of Islamic schools or madrasah and access to teachers who can provide adequate instruction on the Arabic language. Learning Arabic is crucial to the Islamic faith because the holy texts such as Quran and the hadiths are all written in Arabic. Well-off Ecuadorians are able to send their children abroad in Egypt or in Libya to acquire formal instruction in Islamic Studies and Arabic but those who cannot afford such an education have difficulty learning. 4. The lack of financial resources also hamper with the objectives of Muslim religious organizations in building masjids, facilities for schooling, and acquisition of religious texts to further Islamic education among Muslim youth and children. 5.There is also a lack of religious preachers who are able to speak Spanish and literate of the traditions and culture of Ecuador to be able to effectively spread the Dawah. Islamic proselytizing is less effective when preachers are unable to speak the language and to adapt to cultural practices. 8. There is also a lack of Islamic secondary schools to help Muslim youth and adolescents develop a solid Islamic identity. Educational resources available in mainstream school do not account for the historical contributions of Muslims in the Latin American continent. Misconceptions about Islam and Muslims are not adequately dispelled and resolved. 9. There is a lack of religious texts that are not translated into Spanish. This makes it difficult for converts to adequately understand and study by themselves the principles that Islam adheres to. 10. Coordination among different Muslim religious organizations is also hampered because of geographical differences which take ample amount of economic resources. There is a need to develop extensive networks within the Muslim population in Ecuador. 11. There are few opportunities for Muslims around the country to convene at confer

Marshall Matt Dillon - An Old-West Hero :: American History Essays

Marshall Matt Dillon - An Old-West Hero In the 1950s the radio program, Gunsmoke, starred William Conrad as Marshall Matt Dillon. Gunsmoke was set in Dodge City, Kansas between 1872 and 1885, when the Santa Fe Railroad reached town and when the Texas cattle drives were forced to end by local farmers. Known as the Queen of the Cow Towns, the Wicked Little City, and the Gomorrah of the Plains, this little town had the reputation for being a hostile, lawless town where the fastest gun ruled (Gunsmoke). The character Marshall Matt Dillon was modeled after the real lawmen such as Wyatt Earp (1848-1929) who tamed Dodge City. Dillon was laid-back, tried to avoid conflicts, and was tough when the need arose. Gunsmoke includes the talented actors of Howard McNear (Doc), Parley Baer (Chester) Georgia Ellis (Kitty) along with Dillon who makes up the cast of four main characters. Chester is Dillons middle aged helper who is around him often. Everyone goes to see the town physician, Doc, and visitors and friends alike are able to meet Kitty, a saloon girl, at the Texas Trails. Matt Dillon, with a laid-back personality, liked to peruse the town or just sit on a porch with his buddy, Chester, chatting about the days events. One day, as the two are chatting, their friend Kitty walks up to invite them for a drink in the bar. Sure, why not, they reply. Not much happens at times in their small humble town, except when certain people come around and stir up situations where the Marshall has to be involved. Even when at the doctors office getting a piece of lead removed from his leg, Dillon is easy-going and care-free. When needing to confront someone, Matt Dillon would rather not approach a situation where conflicts might occur. In one episode, Webb Johnson walks up to Dillon and almost defiantly states that just because Dillon has a star on his chest does not make Johnson afraid of him. Dillon just looks at him, not threatened at all. Knowing Johnson is a big fan of the saloon, Dillon avoids the place at all costs. Another morning, while Chester and Dillon are visiting at Dillons desk, a Mr. Cook runs in looking for someone. He says he wants to kill the person, which is a strange comment to say in front of a federal Marshall. Dillon wants to stay out of this seemingly personal brawl, but as a Marshall, his job is to protect people and stop brutal fights.

Japanese Internment :: essays research papers

The Japanese Internment   Ã‚  Ã‚  Ã‚  Ã‚  Throughout history, Canada has relatively been a supporter of multiculturalism. In the past Canada has had very few racial conflict, although there has been one incident which has had quite a controversial effect about human rights violations and discrimination. This thorn in Canada's side is the Japanese Internment which took place during the second world war.   Ã‚  Ã‚  Ã‚  Ã‚  The Japanese Internment took place between the years of 1941 and 1949. At the time most of the Japanese population was concentrated in British Columbia, on the West Coast of Canada. The Japanese first immigrated to Canada to work on the rail road in 1900. By 1921 the Japanese population numbered nearly 16000 people and had possessed nearly half of the fishing licenses in British Columbia. In 1941 23000 Japanese were living throughout Canada.   Ã‚  Ã‚  Ã‚  Ã‚   On December 7 1941 Japan attacked Pearl Harbor in Hawaii. After the attack there government took all Japanese owned boats, radios, and cameras. After the public pressured the government, and they took action and the government moved all Japanese from a 100 mile wide security strip along the B.C. coast. Later the government gave a further statement that declared that all people of Japanese origin were considered aliens until the end of World War II.   Ã‚  Ã‚  Ã‚  Ã‚  In the first year of the war the 21000 Japanese who were affected by the war regulations, were sent to various provinces across Canada. The government assured the provinces that the Japanese would stay in agriculture and would be removed after the war, at the provinces request.   Ã‚  Ã‚  Ã‚  Ã‚  The remaining 12000 Japanese were taken to Interior Housing Centers in the middle of B.C. These housing centers consisted of four abandoned mining towns and two completely new communities. During the internment the Canadian Government claimed all the Japanese's land and possessions and sold them for a factor of the original cost. The government called this land claim's.   Ã‚  Ã‚  Ã‚  Ã‚  After the internment and the war, the Prime Minister at the time Makenzie King started to deport Japanese back to Japan. 4000 Japanese Canadians were deported before Makenzie King canceled the deportation order in 1947. In many peoples opinion the cancellation orders were 7 years too late.   Ã‚  Ã‚  Ã‚  Ã‚  There are many arguments which have arisen in Canada because of the Japanese Internment. Many positions have been stated as well as many different points of view. One of the major arguments is the factor of segregation and discrimination that were implied during the internment.

Bodyshop Brand and Branding Essay

1.Brand Overview The Body Shop is famously known for its ethical approach to business, fair trade, 100% vegetarian products and being against animal testing (thebodyshop.co.uk, n.d.). The company believes in following their five core values which are: to support community fair trade – using small medium sized suppliers, defend human rights – create an awareness of domestic dispute and child abuse, against animal testing, activate self-esteem – looking after their customers and their employees and lastly protecting the planet – reducing CO2 levels, electricity, gas and water (thebodyshop.co.uk, n.d). The Body Shop has also created their own charity, The Body Shop foundation that was launched in 1990, emphasising on their 5 core values. 1.1. Brand History Anita Roddick, a human rights activist and environmentalist founded the company in the United Kingdom in 1976. The first store was opened in Brighton; the store was on a small scale and only sold 25 different products. A spirit of environmental friendliness dominated the brand by encouraging its customers to recycle; this philosophy would remain its motto till present (thebodyshop.co.uk, n.d.). The Body Shop experienced rapid growth early on and its first overseas store was introduced in Belgium in 1978, by 1982 its growth increased to a rate of two stores opening per month. In 1984 the company entered the stock market and its shares grew in value at a very high rate, being nicknamed â€Å"The shares that defy gravity† (Entine J, 2007). In 1985 the company sponsored posters for Greenpeace, starting its own campaign â€Å"save the wale† a year later also for Greenpeace. In 1990 The Body Shop Foundation was introduced that funded human rights and environmental groups (The Body Shop International plc, 2012). These activities went to further establish its reputation as an environmentally conscious company, already cemented by its prohibition of animal testing on its products and successfully making animal testing illegal in the UK in 1998. By 1990 the company first opened in the United States, it had already expanded to 39 countries and had 2500 applications for a franchise. In 1994 the company launched its direct selling section, The Body Shop at home, expanding to other territories in later years. In 2006 the company was purchased by L’Oreal for  £652.3 million, the company was no longer independent, but managed to maintain its operation independently from the company. (The Body Shop International plc, 2012). 1.2.Product category The Body Shop sells a collection of 900 natural beauty products with the â€Å"inspired by nature† slogan (The Body Shop, n.d.). The Body Shop has a range of products, meeting various demands of customers. Products, which make up this range for women are, skincare, make-up, hair products, fragrance and body care, i.e. body butters. Men’s products consist of body care, skincare, fragrance, shaving and deodorant. The following report will be focusing on The Body Shop’s body butter, as some may regard the brand for being most famous for there body butters. The product category, which most suits The Body Shop as a brand, is health and beauty. A reason why The Body Shop gained such huge success in the health and beauty market since it began could be the reasoning of 100% vegetarian products that are free from animal testing (thebodyshop.co.uk, n.d). Other products, which are included in their portfolio, are seasonal products, for example, winter make-up products and limited addition Christmas body butters which carry fragrances such as ginger and cranberry. The brands online store indicates that the body butters are among their ‘best sellers’ (thebodyshop.co.uk, n.d). The Body Shop is classified as a high street retailer rather than a luxury brand retailer locating their stores in town centers, along with other high street retailers in beauty and cosmetics such as Boots, Superdrug and The perfume Shop. Competitors that pose a direct threat to The Body Shop are brands that promote environmental values such as, Origins, L’Occitane, Space, Molton Brown and Lush. 2.Brand Owning Organization The Body Shop was sold to L’Oreal in 2006 for an estimated sum of  £625 million (BBC, 2007), The Body Shop would directly work with the chairman of L’Oreal himself. Annual financial reports and forecasts would be presented as part of the L’Oreal annual reports alongside other businesses that the company owns. By L’Oreal having ownership of The Body Shop it has questioned the brands identity on the basis of their values, and this has affected the performance of The Body Shop which has been evidenced in L’Oreal’s 2012 annual report, In June The Body Shop had a total of 2,781 stores across the world; this had consisted of stores operating in Western Europe, North America and new markets (loreal-finance.com, 2012). Looking into the sales that The Body Shop have made in 2012, in the first half of 2012 they had made â‚ ¬373.9 million, however in the second half they have performed substantially lower that previous, totaling to â‚ ¬193.5 million (loreal-finance.com, 2012). The operating Profit of The Body Shop has come to a total sum of â‚ ¬11.6 million in 2012 (loreal-finance.com, 2012). Having shown the overall financial performance of The Body Shop from the previous year to the present, The Body Shop has shown some indication of lack of performance with a decreased sum of sales and profits. 3. Brand Value Proposition The Body Shop’s strategy has remained intact since the L’Oreal take over in 2006; unexpectedly considering L’Oreal is not associated with strong natural credentials. The Body Shop adopts a multi channel strategy which spans across stores, online and direct selling, prides itself on being â€Å"Green† and has five core values, against animal testing, using community fair trade, to activate self-esteem, defend human rights and protect the planet (thebodyshop.co.uk, n.d.). The Body Shop’s customers are more biased to women and to the under 25’s and the 45 – 54’s, who seek natural and healthy products. (Mintel.co.uk, 2008) Body care products such as the famous Body Butters are promoted to give functional benefits such as 24-hour hydration, leaving skin softer and smoother and providing a scent for the skin. Benefits of using their products on an emotional level could be your input to helping the environment, supporting communities in third world countries, moisturizing your skin with natural ingredients, which are good for the skin, and the idea of using a product, which is more exclusive than a brand such as Nivea. The overall perceived brand value of The Body Shop however differs from their brand identity, if you consider The Body Shop’s competitor Origins, they use potent plants, organic ingredients and 100% natural oils (Origins.co.uk, n.d.). L’Occitane uses ingredients sourced from local farming communities and sustainable development programs and uses packaging materials, which are the least polluting or already recycled (L’Occitane.com, n.d.). Lush’s green message seems ingrained in everything the company does, reflected in the minimizing packaging (Guardian.co.uk, 2011). This research shows that the body shop is not doing anything its competitors aren’t, the packaging the company uses is not recycled and the products are not as natural as they make out with artificial smelling scents and packaging which has not previously been recycled. The body shop is an established brand, being the first company to introduce fair trade to the beauty industry and prohibit testing on animals and has retained many of its loyal customers. The Body Shop doesn’t undertake huge advertising campaigns and promotions are narrowed to the retail outlets and online. The Body Shop’s essence or aura could be defined as beauty with a heart; they pride themselves on their values being at the heart of everything they do. (Bodyshop.co.uk, n.d.) The word ‘ethical’ would describe what The Body Shop stands for as it represents the brands values and identity. 4. Brand Communications Audit The Body Shop in relation to its body butter product line currently makes use of a number of communications channels, which are both internal and external in nature. The audit will now list the key communications with an indication of the detailed considerations underpinning the methods used: Corporate Website * The main internal communication for the body butter range may be seen as the corporate website. Here the communications are aimed at driving web-based sales as well as providing product information to both external customers and internal staff. Key information includes the features and benefits of the product; ingredients used and tips to maximising the benefits of the product. The website also allows customers to communicate with one another sharing reviews and tips. In addition, the website also features a number of key marketing â€Å"campaigns† which are aimed at driving awareness of the brands ethical values and policies as opposed to sales revenue. (thebodyshop.co.uk, n.d). Social Media Communications * One of the core communications to be used by The Body Shop in recent years is those, which take place through social media communication channels. In this case The Body Shop makes use of four major channels including Facebook, Twitter, YouTube and Tumbler. Product communities launched within Facebook have provided significant communications of the brands underlying values associated with ethical sourcing and production. In addition, the method also encourages electronic word of mouth communications (EWOM) to take place (Belch and Belch, 2012), with consumers being able to share reviews and information about key product lines such as the body butter range. In this case, again the communications method used may be seen as adopting an integrated approach to communications (Yeshin, 2006) with social media channels being linked to the company’s website and vice versa. Television Advertising * To date, Body Shop has maintained a policy of minimising television advertising, partly due to the underlying beliefs of the founder of the business who believed that such advertising came into conflict with the ethical message of the brand (Rusch, 2012, Marketing Week, 2010). This may however be an element, which changes in the future since the acquisition of the Body Shop on the behalf of L’Oreal, a company that uses significant levels of television advertising. Key communication campaigns have seen the use of an integrated approach to marketing with the use of a mixture of in store advertising material and outdoor printed materials such as poster hoardings and billboards. Such communications mix was adopted in the recent â€Å"love your body† campaign, which aimed to tap into the public debate on the issue of female self esteem and the perception of the physical body. In this case, the underlying message was designed to encourage consumers to enjoy life regardless of physical appearance (Thumped, 2012). 5. Product Category Audit The table above shows the market value sales of body care within UK. As you can see from the chart above the market for body care has declined since 2010 and a further decrease is expected in 2012 by 2.1%, which makes it  £326m equal to 2009 figures (Mintel, 2011). However the prediction for the market is bright as you can see the sale figures are due to increase by 2017 reaching  £346million. The weakening sales of the body care market could be due to difficult economy and slowing of spending, it also seems as though consumers would substitute spending on body care for beauty products seen as more essential such as facial care, hair care and especially make up (Mintel, 2012). The Body shop is a specialist cosmetic and toiletries brand and the market share for body shop within this market is 6.4% which makes them fourth largest within the market behind Superdrug, The Perfume Shop and Savers H&B. The Body shop is not only a body care brand, so within the 6.4% of the market share they offer many different kinds of products such as hair care, facial care, fragrances and more. The latest method The Body Shop used in an aim to increase their market share was partnering with Sephora in order to increase brand awareness within the market. (Mintel, 2011) Since L’Oreal took over The Body Shop as a brand, it has shown no growth within the market, suggesting L’Oreal fails to show any devotion to make The Body Shop a leading or major player within the health and beauty market. The Lily Cole Cruelty Free Makeup Collection is one of the latest developments of The Body Shop, which they are hoping can give them an edge over their competitors. The Body Shop has also recently introduced a loyalty card scheme in order to maintain their competitiveness in the market. The increase in ethical consumerism has resulted in rising environmentally friendly brands entering market; therefore customers are expecting more from companies who are ethical. The change that may affect the market in coming years is technology because companies such as Boots are already adapting to the changes for example a â€Å"Click and Collect† where the customer can purchase a product online and collect it from a store of there choice free of charge (Boots.co.uk,n.d.).