His 145 Social Movements and Trends Essay - 698 Words

Social Movements and Trends University of Phoenix The American Experience Since 1945 - HIS/145 October 6, 2012 Richard Pinder Social Movements and Trends Women have always fought for the right of equality and control of their bodies. Many instances occurred throughout history that supported a woman’s fight for equal representation and fair legislation, especially for those who were impoverished. This paper will discuss three articles from 1968 to 1977 that outline women’s battles against the government and the legal system regarding abortion and sterilization. The article details instances in which the government pursued unlawful sterilization as a form of birth control, or denied public funding to poverty stricken women who†¦show more content†¦Not only was birth control taboo, but so was any form of unnatural contraception outside of the rhythm method. Sterilization was disapproved, and refused to women as a means of birth control by many hospitals at the time (New York Times, 1971). Women were discouraged from embracing the idea to exercise control relating to when they would stop having children. This proved to be yet another form of unfair judgment forced upon women by uninformed officials. The New York Civil Liberties Union was notified to help Mrs. Caparelli fight this method of inappropriate control by hospital officials (New York Times, 1971). Article Three: Abortion Cutoff Causing Hardship For Poor Women Around Country This final article explains that the government refuses to pay for abortions of women dependent upon public assistance (Roberts, 1977). Author Steven Roberts, wrote that because women on public assistance were refused financial assistance to acquire abortions, many opting for illegal abortions endangered their lives. Not only were facilities not up to code, but many performing the procedure were not medically approved to do so. As a result, these lower income women had a difficult time acquiring abortion services because many health care facilities refused to carry out the practice. In the end, many women accepted unwanted pregnancies, become more impoverished, and tried to make the best of unplanned situations.Show MoreRelatedThe Transcontinental Caucus Zone1425 Words   |  6 Pageseven with the abundance of natural resources available to the Caucus region, the area continues to fail to reach its economic potential due to political and social turmoil. Russia, Georgia, and Azerbaij an are of particular interest due to the nature of their territorial size and political influence in the Caucus region. The political and social stability of Russia, Georgia, and Azerbaijan are an essential part in determining the future of the Caucuses. Each country’s style of government will be addressedRead MoreThe And Caste Discrimination By Kancha Ilaiah s Why I Am Not A Hindu Essay1534 Words   |  7 Pagesafflicted by an unfortunate evil tendency of exclusion. A sad trend of hatred has emerged in the battle against casteism and caste-based discrimination. Kancha Ilaiah’s Why I am not a Hindu (the non-fictional bestseller of 1996) has been constructed as an expression of the voice of post-Independence Dalitbahujan consciousness, which was an integral part of their socio-political movement. Born in a small South Indian Telangana village in the 1950s, his is the voice of the harassed subaltern, which exposesRead MoreReasons Being Homeschooled Essay3023 Words   |   13 Pagesalternatives to public education. In order to better understand Homeschooling and evaluate its implications in effective education, Homeschooling must be examined in the whole—society. By determining societal trends of homeschooling, one will see Homeschooling in a broader scope than examining one Movement alone. According to Klipsch (1995), Homeschooling was the ordinary means of basic education in Europe and the Americas until the early nineteenth century. Somewhere between then and now, the UnitedRead MoreHomelessness Case Study1683 Words   |  7 PagesCase Study This report is concerned with the connection between homelessness its historical framework and the governance of the pervasive ‘victim blaming’ ideologies and the social issues it brings to society. Structural issues create different risk levels among certain populations. (Heinz, 2005, p. 61) The homeless have been regarded historically as objects of empathy and disparagement in the media, political, and the economic domains. (Farrugia, 2011a) These sentiments are tied to how homelessRead MoreWomen s Rights Movement During The 20th Century2104 Words   |  9 PagesDuring the 20th century, the women’s rights movement changed the role of women in society for the better, causing a change in the traditional gender roles that culture dictated before the turn of the century. Women won the right to vote in 1919, which was a major turning point in the respect of women as equal members of society as compared to men. In addition to this newfound right, women also took st eps to become part of the work force rather than stay home and raise the children like traditionalRead MoreAfrican American Identity2208 Words   |  9 Pageswould provide for his family better than last years crop had. Thomas watched his oldest son, Nathan, who worked down one row of the field while staring intently at the cotton plants as he picked the cotton. Nathan was a very inquisitive young man who had just yesterday asked his father what it was like being a slave for Mr. Walter Johnson. When his father had told him that in a lot of ways life was so much easier than now, Nathan had given him a look that allowed Thomas to know that his son could notRead MoreEssay on 20th Century Latin American Literature3323 Words   |  14 Pagesinternational understanding and appreciation for the social realities and cultural developments beyond Western lifestyles and familiarity. For anthropologists seeking to perceive the social realities of 20th century Latin America, the work of popul ar authors and novelists of this century is invaluable. Popular authors are the modern mouthpieces of the people and societies who read and love them, and thus, novelists can serve as reliable representatives of the social climate from which they draw material andRead MoreTaking a Look at Embraer1911 Words   |  8 Pagesassembly as well as technical assistance in aircraft manufacturing. Aside from having a strategic place, Embraer holds a competitive advantage by having jets which are smaller in size and are less costly. By introducing a 35-seat ERJ 135 and 50-seat ERJ 145, Embraer was able to meet increasing demand for jets that replaces their turboprop model. The production structure is also one of the mentioned strengths. Their network consists of three levels by which risk partners or strategic partners at the firstRead MoreEssay about Labor Relations2454 Words   |  10 Pagesbecoming an urban industrial society. Immigration was becoming a great source of labor supply. These large manufacturing enterprises, exploiting workers without regards to human cost, were ripe for National Union Organization. Jerry Borenstein states in his work, Unions In Transition, They were often loosely organized associations, which were quite short-lived and likely to disappear under hostile pressure from employers and government. (15) The unions of the late 19th and early 20th centuries wereRead MoreEmotional Intelligence ( Eq ) Essay10457 Words   |  42 Pagesproblematic behavior. Social Awareness As the first component of social competence, social awareness is a foundational skill. Social awareness is your ability to accurately pick up on emotions in other people and understand what is really going on with them. This often means perceiving what other people are thinking and feeling even if you do not feel the same way. It’s easy to get caught up in your own emotions and forget to consider the perspective of the other party. Social awareness ensures you

The Indigo Spell Chapter One Free Essays

string(81) " the side of the road that put me in mind of crouching animals, ready to pounce\." THIS WASN’T THE FIRST TIME I’d been pulled out of bed for a crucial mission. It was, however, the first time I’d been subjected to such a personal line of questioning. â€Å"Are you a virgin?† â€Å"Huh?† I rubbed my sleepy eyes, just in case this was all some sort of bizarre dream that would disappear. We will write a custom essay sample on The Indigo Spell Chapter One or any similar topic only for you Order Now An urgent phone call had dragged me out of bed five minutes ago, and I was having a little trouble adjusting. My history teacher, Ms. Terwilliger, leaned closer and repeated the question in a stage whisper: â€Å"I said, are you a virgin?† â€Å"Um, yes. . .† I was fully awake now and glanced uneasily around my dorm’s lobby, making sure no one was around to witness this crazy exchange. I didn’t have to worry. Aside from a bored-looking desk attendant on the far side of the room, the lobby was empty, probably because no sane person would be up at this time of night. When Ms. Terwilliger’s call had woken me, she’d demanded I meet her here for a â€Å"life-or-death† matter. Getting interrogated about my personal life wasn’t quite what I’d expected. She stepped back and sighed in relief. â€Å"Yes, of course. Of course you’re a virgin.† I narrowed my eyes, unsure if I should be offended or not. â€Å"Of course? What’s that supposed to mean? What’s going on?† She immediately snapped back to attention and pushed her wire-rimmed glasses up the bridge of her nose. They were always slipping down. â€Å"No time to explain. We have to go.† She grabbed hold of my arm, but I resisted and stayed where I was. â€Å"Ma’am, it’s three in the morning!† And then, just so she’d understand the severity of the situation: â€Å"On a school night.† â€Å"Never mind that.† She turned in the direction of the desk attendant and called across the room, â€Å"I’m taking Sydney Melrose with me. Mrs. Weathers can argue with me about the curfew tomorrow.† The attendant looked startled, but she was just some college student who’d been hired to sit there overnight. She was no match for the formidable Ms. Terwilliger, with her tall, gangly stature and birdlike face. The real authority keeping girls in my dorm was the security guard outside, but he simply nodded in a friendly way when Ms. Terwilliger dragged me past. It made me wonder just how many girls she’d abducted in the middle of the night. â€Å"I’m in my pajamas,† I told her. It was the last protest I could offer as we reached her car, which was parked in a fire lane. She drove a red Volkswagen Beetle with flowers painted on the sides. Somehow, this didn’t surprise me in the least. â€Å"You’ll be fine,† she said, fishing car keys out of her massive velvet purse. Around us, the desert night was cool and silent. Tall palm trees created dark, spiderlike shapes against the sky. Beyond them, a full moon and smattering of stars glittered. I wrapped my arms around myself, touching the soft fabric of my microfleece robe. Underneath it, I had on full-length striped pajamas paired with fluffy beige slippers. The ensemble worked well in my cozy dorm room but wasn’t exactly practical for a Palm Springs night. But then, going out in pajamas wasn’t really practical in any place. She unlocked the car, and I stepped gingerly inside, having to dodge empty paper coffee cups and old issues of Utne Reader. My neat sensibilities cringed at that kind of mess, but it was the least of my worries right now. â€Å"Ms. Terwilliger,† I said, once we were driving through the suburban streets. â€Å"What’s going on?† Now that we were out of the dorm, I hoped she’d start talking sense. I hadn’t forgotten her â€Å"life-or-death† comment and was beginning to grow nervous. Her eyes were on the road ahead of us, and lines of worry marked her angular face. â€Å"I need you to cast a spell.† I froze as I tried to process her words. Not long ago, this proclamation would’ve sent me into protests and fits of revulsion. Not that I was comfortable with it now. Magic still freaked me out. Ms. Terwilliger taught at my private high school, Amberwood Prep, by day and was a witch at night. She said I, too, possessed a natural affinity for magic and had managed to teach me some spells, despite my best efforts to resist. I actually had a few good reasons for wanting to avoid anything arcane. Aside from inborn beliefs about magic being wrong, I simply didn’t want to get caught up in any more supernatural affairs than I had to. I already spent my days as part of a secret society that kept vampires secret from the human world. That and my schoolwork were enough to keep anyone busy. Nonetheless, her magical training had gotten me out of some dangerous situations recently, and I was no longer so quick to dismiss it. So, her suggesting I perform magic wasn’t the weirdest thing going on here. â€Å"Why would you need me for that?† I asked. There were few cars out, but occasionally, passing headlights would cast a ghostly light over us. â€Å"You’re a million times more powerful. I can’t cast a fraction of the things you can.† â€Å"Power is one thing,† she admitted. â€Å"But there are other limitations and factors at work here. I can’t cast this particular spell.† I crossed my arms and slouched back in the seat. If I kept focusing on the practical aspects, I could ignore how worried I was growing. â€Å"And it couldn’t have waited until morning?† â€Å"No,† she said gravely. â€Å"It could not.† Something about the tone of her voice sent chills down my spine, and I fell silent as we continued our drive. We were headed outside of the city and suburbs, into the wilds of the true desert. The farther we drove from civilization, the darker it became. Once we were off the freeway, there were no streetlights or houses in sight. Spiky desert shrubs created dark shapes along the side of the road that put me in mind of crouching animals, ready to pounce. You read "The Indigo Spell Chapter One" in category "Essay examples" There’s no one out here, I thought. And no one back at Amberwood knows you’re here either. I shifted uneasily as I recalled her virgin question. Was I going to be a sacrifice in some unholy ritual? I wished that I’d thought to bring my cell phone – not that I could have told my organization, the Alchemists, that I was spending so much time with a magic user. And not just any magic user – one who was teaching me to become one too. Better to risk being sacrificed than face the Alchemists’ wrath. Twenty minutes later, Ms. Terwilliger finally pulled to a stop along the side of a dusty one-lane road that seemed to be a direct route to nowhere. She got out of the car and motioned for me to do the same. It was colder here than it had been back at Amberwood. Looking up into the night sky, I caught my breath. Free of the city lights, the stars were now out in full force. I could see the Milky Way and a dozen constellations usually hidden to the naked eye. â€Å"Stargaze later,† she said curtly. â€Å"We need to hurry, before the moon progresses much further.† A moonlight ritual, a barren desert, virgin sacrifice . . . what had I just foolishly walked into? The way Ms. Terwilliger pushed me into magic always annoyed me, but I never thought she posed a threat. Now I berated myself for being so naive. She tossed a duffel bag over one shoulder and headed off into a desolate stretch of land, dotted with rocks and scraggly vegetation. Even with the brilliant celestial display there wasn’t much light out here, yet she walked purposefully, as though she knew exactly where she was going. I dutifully followed, wincing as I crossed the rocky ground. My fuzzy slippers had never been intended for this sort of terrain. â€Å"Here,† she said when we reached a small clearing. She carefully set down the duffel bag and knelt to rifle through it. â€Å"This’ll do.† The desert that was so mercilessly hot in the day became cold at night, but I was still sweating. Probably my own anxiety had more to do with that than the temperature or heavy pajamas. I retied my robe more tightly making a perfect knot. I found that kind of detail and routine soothing. Ms. Terwilliger produced a large oval mirror with a scalloped silver frame. She set it down in the middle of the clearing, glanced up at the sky, and then shifted the mirror over a little. â€Å"Come here, Miss Melbourne.† She pointed to a spot opposite her, on the other side of the mirror. â€Å"Sit there and make yourself comfortable.† At Amberwood, I went by the name of Sydney Melrose, rather than my true one, Sydney Sage. Ms. Terwilliger had gotten my made-up name wrong on the first day of class, and it, unfortunately, stuck. I followed her directions, not that I could really get all that comfortable out here. I was pretty sure I could hear some large animal scuffling out in the brush and added â€Å"coyotes† to my mental list of dangers I faced out here, right below â€Å"magic use† and â€Å"lack of coffee.† â€Å"Now then. Let’s get started.† Ms. Terwilliger peered at me with eyes that were dark and frightening in the desert night. â€Å"Are you wearing anything metal? You need to take it off.† â€Å"No, I – oh. Wait.† I reached around my neck and unfastened a delicate gold chain that held a small cross. I’d had the necklace for years but had recently given it to someone else, for comfort. He’d given it back to me recently, by way of our mutual friend Jill Mastrano Dragomir. Even now, I could picture the angry look on her face as she’d stormed up to me at school and thrust the cross into my hand without a word. I stared at the cross now as it gleamed in the moonlight. A queasy feeling welled up in the pit of my stomach as I thought about Adrian, the guy I’d given it to. I’d done so before he professed his love for me, something that had caught me totally off guard a few weeks ago. But maybe I shouldn’t have been so surprised. The more I looked back – and I did so all the time – the more I began to recall telltale signs that should have tipped me off to his feelings. I’d just been too blind to notice at the time. Of course, it wouldn’t have mattered if I’d seen it coming or not. Adrian was totally unsuitable for me, and it had nothing to do with his many vices or potential descent into insanity. Adrian was a vampire. True, he was a Moroi – one of the good, living vampires – but it made no difference. Humans and vampires couldn’t be together. This was one point the Moroi and Alchemists stood firmly together on. It was still amazing to me that Adrian had voiced those feelings to me. It was amazing that he could even have them or that he’d had the nerve to kiss me, even if it was a kiss that had left me dizzy and breathless. I’d had to reject him, of course. My training would allow nothing less. Our situation here in Palm Springs forced the two of us to constantly be together in social situations, and it had been rough since his declaration. For me, it wasn’t just the awkwardness of our new relationship. I . . . well, I missed him. Before this debacle, he and I had been friends and spent a lot of time together. I’d gotten used to his smirky smile and the quick banter that always flowed between us. Until those things were gone, I hadn’t realized how much I relied on them. How much I needed them. I felt empty inside . . . which was ridiculous, of course. Why should I care so much about one vampire? Sometimes it made me angry. Why had he ruined such a good thing between us? Why had he made me miss him so much? And what had he expected me to do? He had to have known it was impossible for us to be together. I couldn’t have feelings for him. I couldn’t. If we’d lived among the Keepers – a group of uncivilized vampires, humans, and dhampirs – maybe he and I could have . . . no. Even if I had feelings for him – and I firmly told myself I didn’t – it was wrong for us to even consider such a relationship. Now Adrian spoke to me as little as possible. And always, always, he watched me with a haunted look in his green eyes, one that made my heart ache and – â€Å"Ah! What is that?† I squirmed as Ms. Terwilliger dumped a bowl full of dried leaves and flowers over my head. I’d been so fixated on the cross and my memories that I hadn’t seen her coming. â€Å"Rosemary,† she said matter-of-factly â€Å"Hyssop. Anise. Don’t do that.† I’d reached up to pull some of the leaves out of my hair. â€Å"You need that for the spell.† â€Å"Right,† I said, getting back to business. I set the cross carefully on the ground, trying to clear my mind of green, green eyes. â€Å"The spell that only I can do. Why is that again?† â€Å"Because it has to be done by a virgin,† she explained. I tried not to grimace. Her words implied that she was not a virgin, and even if that made sense for a forty-year-old woman, it still wasn’t a thought I wanted to spend a lot of time on. â€Å"That, and the person we’re looking for has shielded herself from me. But you? You she won’t expect.† I looked down at the shining mirror and understood. â€Å"This is a scrying spell. Why aren’t we doing the one I did before?† Not that I was eager to repeat that spell. I’d used it to find someone, and it had involved me staring into a bowl of water for hours. Still, now that I knew how to do it, I knew I could perform it again. Besides, I didn’t like the idea of walking into a spell I knew nothing about. Words and herbs were one thing, but what else might she ask of me? Endanger my soul? Give up my blood? â€Å"That spell only works for someone you know,† she explained. â€Å"This one will help you find someone you’ve never met before.† I frowned. As much as I didn’t like magic, I did like problem solving – and the puzzles magic often presented intrigued me. â€Å"How will I know who to look for, then?† Ms. Terwilliger handed me a photograph. My eyes had adjusted to the darkness, and I looked into the face of a pretty young woman. There was a striking resemblance between her and my teacher, though it wasn’t initially obvious. Rather than Ms. Terwilliger’s dull brown hair, this woman’s was dark, nearly black. She was also much more glamorous, dressed in a black satin evening gown that was a far cry from Ms. Terwilliger’s usual hippie attire. Despite those ostensible differences, the two women shared the same high cheekbones and aquiline eyes. I glanced back up. â€Å"She’s related to you.† â€Å"She’s my older sister,† Ms. Terwilliger confirmed, her voice remarkably flat. Older? I would’ve guessed this woman was at least ten years younger. â€Å"Is she missing?† I asked. When I’d scried before, it had been to find a kidnapped friend. Ms. Terwilliger’s lips twitched. â€Å"Not in the way you’re thinking.† From the never-ending duffel bag, she produced a small leather book and opened it to a marked page. Squinting at where she indicated, I could make out handwritten Latin words describing the mirror and herbal concoction she’d dumped on me. Following that were directions on how to use the spell. No bloodletting, thankfully. â€Å"It sounds too simple,† I said suspiciously. I’d learned that spells that only had a few steps and components usually required a lot of mental energy. I’d passed out from the other scrying spell. She nodded, guessing my thoughts. â€Å"It takes a lot of focus – more than the last one. But, as much as you don’t want to hear this, your strength has grown enough that you’ll probably have an easier time than before.† I scowled. She was right. I didn’t want to hear that. Or did I? Part of me knew I should refuse to go along with this madness. Another part of me worried she’d abandon me in the desert if I didn’t help. And still another part was insanely curious to see how this would all work. Taking a deep breath, I recited the book’s incantation and then set the picture in the middle of the mirror. I repeated the incantation and removed the picture. Leaning forward, I stared into the shining surface, trying to clear my mind and let myself become one with the darkness and moonlight. A hum of energy coursed through me, much more quickly than I expected. Nothing changed in the mirror right away, though. Only my reflection peered back at me, the poor lighting dulling my blond hair, which looked terrible both from sleeping on it and having a bunch of dried plants hanging in its strands. The energy continued to build in me, growing surprisingly warm and exhilarating. I closed my eyes and sank into it. I felt like I was floating in the moonlight, like I was the moonlight. I could’ve stayed that way forever. â€Å"Do you see anything?† Ms. Terwilliger’s voice was an unwelcome interruption to my blissful state, but I obediently opened my eyes and looked into the mirror. My reflection was gone. A silvery gray mist hung in front of a building, but I knew the mist wasn’t physical. It was magically produced, a mental barrier to keep me from seeing the image that lay beyond it. Strengthening my will, I pushed my mind passed that barrier, and after a few moments, the mist shattered. â€Å"I see a building.† My voice echoed oddly in the night. â€Å"An old Victorian house. Dark red, with a traditional covered porch. There are hydrangea bushes in front of it. There’s a sign too, but I can’t read it.† â€Å"Can you tell where the house is?† My teacher’s voice seemed very far away. â€Å"Look around it.† I tried to pull back, to extend my vision beyond the house. It took a few moments, but slowly, the image panned out as though I were watching a movie, revealing a neighborhood of similar houses, all Victorian with wide porches and creeping vines. They were a beautiful, perfect piece of history set in the modern world. â€Å"Nothing exact,† I told her. â€Å"Just some quaint residential street.† â€Å"Go back further. See the larger picture.† I did, and it was like I drifted up into the sky, looking down upon the neighborhood the way some soaring bird would. The houses extended into more neighborhoods, which eventually gave way to industrial and commercial areas. I continued moving back. The businesses became more and more densely packed. More streets crisscrossed between them. The buildings grew taller and taller, eventually materializing into a familiar skyline. â€Å"Los Angeles,† I said. â€Å"The house is on the outskirts of Los Angeles.† I heard a sharp intake of breath, followed by: â€Å"Thank you, Miss Melbourne. That will be all.† A hand suddenly waved across my field of vision, shattering the city image. Also shattered was that state of euphoria. I was no longer floating, no longer made of light. I came crashing down to reality, down to the rocky desert landscape and my stuffy pajamas. I felt exhausted and shaky, like I might faint. Ms. Terwilliger handed me a thermos full of orange juice, which I drank greedily. As the nutrients hit my system and strengthened me, I began to feel a little better. Intense magic use depleted blood sugar. â€Å"Does that help?† I asked, once I’d downed the thermos. A nagging voice inside me started to chastise about how many calories were in orange juice, but I ignored it. â€Å"Was that what you wanted to know?† Ms. Terwilliger gave me a smile that didn’t extend to her eyes. â€Å"It helps, yes. Was it what I wanted?† She stared off into the distance. â€Å"No, not exactly. I was hoping you’d name some other city. Some city far, far away.† I picked up my cross and refastened it around my neck. The familiar object brought on a sense of normality after what I’d just done. It also made me feel guilty, looking back on the euphoric high the magic had given me. Humans weren’t supposed to wield magic – and they certainly weren’t supposed to enjoy it. Running my fingers over the cross’s surface, I found myself thinking of Adrian again. Had he ever worn it? Or had he just kept it around for luck? Had his fingers traced the cross’s shape like mine often did? Ms. Terwilliger began gathering her things. When she stood up, I followed suit. â€Å"What does it mean exactly, ma’am?† I asked. â€Å"That I saw Los Angeles?† I followed her back toward the car, and she didn’t answer right away. When she did, her voice was uncharacteristically grim. â€Å"It means that she’s much closer than I would like. It also means, whether you want to or not, you’re going to have to work on improving your magical skills very, very quickly.† I came to a halt. Suddenly, I felt angry. Enough was enough. I was exhausted and ached all over. She’d dragged me out here in the middle of the night and now had the presumption to make a statement like that when she knew how I felt about magic? Worse, her words frightened me. What did I have to do with this? This was her spell, her cause. Yet, she’d given the directive with such force, such certainty, that it almost seemed as though I was the reason we’d come out here to this wasteland. â€Å"Ma’am – † I began. Ms. Terwilliger spun around and leaned toward me so that there were only a few inches between us. I gulped, swallowing whatever outraged words I’d been about to utter. I’d never seen her look like this. She wasn’t scary, not exactly, but there was an intensity I’d never seen before, far different from the usual scattered teacher I knew. She also looked . . . frightened. Life or death. â€Å"Sydney,† she said, in a rare use of my first name. â€Å"Let me assure you that this is not some trick on my part. You will improve upon your skills, whether you like it or not. And it’s not because I’m cruel, not because I’m trying to fulfill some selfish desire. It’s not even because I hate seeing you waste your ability.† â€Å"Then why?† I asked in a small voice. â€Å"Why do I need to learn more?† The wind whispered around us, blowing some of the dried leaves and flowers from my hair. The shadows we cast took on an ominous feel, and the moonlight and starlight that had seemed so divine earlier now felt cold and harsh. â€Å"Because,† Ms. Terwilliger said. â€Å"It’s for your own protection.† How to cite The Indigo Spell Chapter One, Essay examples

Consumer Behaviour For International Marketing Strategy - Free Solutio

Question: Discuss about the Consumer Behaviour for International Marketing Strategy. Answer: Introduction: With increasing competition in the global market, every organization is looking to initiate effective marketing strategy in order to achieve competitive advantage in the market. Specifically, globalization has provided organizations huge potential market for enhancing the business in an appropriate manner. Now, implementation of effective marketing strategy heavily depends on several factors that organizations need to utilize in an effective way. In this report, the focus will be on one of the pioneers in wristwatch industry namely Rolex. Hans Wilsdorf and Alfred Davis established Rolex watches in the year of 1905 ("Discover more on Rolex.com", 2016). Thus, the organization is the business for more than 100 years that establish the fact that the focus organization has able to implement effective marketing strategy for reaching to its target group of customers. In this report, the focus will be on the implemented marketing strategy for Oyster and Cellini collections 2016 of Rolex watc hes, so that it can able to create desired impact on the market. In this report, in-depth analysis will be provided on the entire decision-making process of the Rolex watches in order to highlight the kind of impact it can have on the market. The report will also provide analysis of different factors that are creating impact on the overall effectiveness of the implemented strategies. Furthermore, it also has provided recommendations for Rolex watches so that it can able to achieve sustainable growth in the market. Situation analysis of the company: As highlighted by Perreault Jr, Cannon McCarthy (2013) situation analysis can help organization to identify its present position in the market. Several theories and models have been developed for analyzing the present situation of the organization in an appropriate way. BCG matrix is among the most popular technique for the evaluation of the present situation of a particular organization in the market. Thus, the BCG analysis for Rolex watches is provided as follows: Dogs: As highlighted by Ferrell Hartline (2012) dogs represent an organization with low growth rate and low market share. Thus, it actually represents a business with very little potential to achieve sustainable growth in the market. Now, Rolex is regarded as the most esteemed brand in the global market. Therefore, it is obvious that the organization will have huge potential to grow business even further. Thus, Rolex cannot be categorized under the dog segment. Question mark: Question mark represents an organization with low market share in a high growth market (Berthon et al., 2012). Thus, it primarily highlights an organization that has just started business in a particular industry. Thus, Rolex can also not be included in the question mark section, as it is in the business for more than 100 years. Furthermore, Rolex has major share of the luxury watch market that keeps the organization out of question mark section. Cash cows: As highlighted by Armstrong et al. (2012) cash cow represents an organization with high market share but very limited growth opportunity. However, implemented marketing strategies of Rolex have provided enough opportunity for increasing the market share in an appropriate way. Therefore, the organization definitely does not belong to the cash cow segment of BCG matrix. Stars: As highlighted by Morgan, Katsikeas Vorhies (2012) star represents an organization with large market share in the fast growing market. Now, Rolex is the market leader in providing luxury wristwatches in the global market. Therefore, it can be easily assessed that the organization is in the star segment of BCG matrix. Furthermore, as the organization is launching new brands, it is expected that it will continuously able to grow its market share in the market. Target market description: As per the article by Chaffey Ellis-Chadwick (2012), proper utilization of target marketing strategy allows organizations to reach to the potential customers in an appropriate way. Specifically, target market helps all the multinational organizations to identify and implement effective penetration strategies in order to fulfil all the marketing objectives. Now, Oyster and Cellini collections 2016 of Rolex represent luxury watches that are extremely expensive comparatively to any other wristwatches available in the market. Thus, Rolex target marketing strategy will have to target people with specific level of income. Thus, the targeting strategy of the organization will have to be extremely specific. Otherwise, it will not able to create desired impact on the market. Thus, Rolex targeting strategy includes market segmentation approach in order to reach to the potential customers. Geographical segmentation of Rolex focuses on the developed countries so that it can able to create positive impact on the market (Kotler et al., 2015). On the other hand, demographical segmentation of Rolex focuses on the age group between 30 to 55 years people. However, the prime focus of Rolex will have to on the income group of people, as the expenses of Rolex watches is very much unaffordable for people living with below or average income level. Target market decision-making process: As per the article by Solomon, Russell-Bennett Previte (2013) decision-making process is extremely important for fulfilling all the marketing objectives of the organization. Now, Rolex utilizes systematic procedure at the time of developing decisions for fulfilling all the objectives in an appropriate way. Firstly, the decision-making process of Rolex focuses on to evaluate the kind of challenges it has to face at the time of placing products in the target market. Therefore, Rolex has implemented different survey techniques in order to identify the needs of the target market in an appropriate way. For instance, the taste and preferences of the markets are expected to change over time. Therefore, it is necessary for the organization to identify the change in needs in an appropriate manner (Ekesa et al., 2015). Rolex has to develop decisions in order to identify the needs of the market in an appropriate way. Thus, the decision making process of the organization focuses on the effectiv e evaluation of alternative marketing strategies in order to create maximum impact on the market. Alternative evaluation requires effective utilization of market survey, as it will provide an idea regarding the prime challenges that organization has to face in near future. For instance, Rolex needs to evaluate the competitors business strategy to reach to its potential customers in an effective manner. Thereafter, Rolex focuses on the development of marketing campaign in order to reach to its targeted customers. Now, as the target market of the organization are high income group people, the decision-making process regarding the implementation of marketing strategy also focused on the factors like sense of satisfaction or achievement. It is important for the organization, as it induce people to fulfil their esteemed needs. Furthermore, Rolex decision-making process also has to include the brand positioning strategy, which is necessary for fulfilling all the marketing objectives. As per the article by Tingchi et al. (2013) positioning refers to a particular place that a brand occupies in the mind of the potential customers. Thus, it is essential for Rolex to develop decisions in such a way so that it can able to create desired impact on the mind of the customers. Two social influences on buying behaviour: As highlighted by Duarte, Raposo Ferraz (2013) consumer buying behaviour refers to the purchase, selection and consumption pattern of the people for fulfilling all the wants in an appropriate manner. Several social factors can have impact on the purchasing pattern of the people. In order to evaluate the buying behaviour of Rolex customers, family and references group has to be evaluated in an effective manner. Many studies have highlighted the fact that reference group has the potential to influence a particular individual for buying a particular product. Specifically, if the brands or the products are visible like dress, watches, shoes or phones, it can easily instigate other people of the groups to purchase similar products. Now, Oyster and Cellini collections 2016 is the most updated version of Rolex watches that has very limited owners in the market. Therefore, if an individual display the purchase of that collection, it will also increase the desire of other individuals to purc hase similar brand products in the market. On the other hand, family is another major factor that can influence target customers of Rolex to purchase a particular product. As per the article by Hjort et al. (2013), family helps to develop perception and values of individuals that plays superior role in developing brand loyalty for an organization. For instance, if all the senior members of a particular family are loyal towards the Rolex brand then it is expected that the culture of the family will also induce junior members to remain loyal of similar brand. Thus, family plays critical role in developing brand loyalty for organizations, which eventually affects the buying behaviour of the customers. Two psychological influences on buying behaviour: As highlighted by Badgaiyan Verma (2014) psychological behaviour can also have major impact on the overall buying behaviour of the customers. Understanding the psychology of the customers is significantly important for an organization for achieving sustainable growth in the market. Studies have highlighted four prime psychological factors including motivation, perception, learning and beliefs attitudes that can have major impact on the buying behaviour of the potential customers. However, it has been assessed that motivation and beliefs attitudes are the prime two factors that can influence people to purchase new edition of Rolex watches. As mentioned earlier, Rolex target market is only high-income group people. Therefore, people with specific income level can actually afford the cost of Rolex watches. Thus, it is necessary to have high level of motivation for purchasing Rolex products. Maslows hierarchy needs theory has highlighted different types of need that an individual can have in order to lead their life properly (Westwood, 2013). Now, motivation for luxury products like Rolex watches can be categorised under esteem needs of individuals, as it provides a sense of satisfaction among the customers. On the other hand, beliefs and attitudes is another significant psychological factor that can also influence the buying behaviour of individuals. Aday Yener (2014) have highlighted that beliefs requires strong brand positing for the organization. Now, Rolex is among the top luxury wristwatches manufacturers that have strong brand value in the market. Therefore, it is expected that the brand name of Rolex will help to create positive psychological impact on the potential customers mind that eventually help to create positive beliefs and attitudes towards each product of the organization. Thus, it is necessary for Rolex to focus on the effective development of beliefs and attitudes of the potential customers in order to influence them to purchase products of the organization. Two personal influences on buying behaviour: As highlighted by Hollensen (2015) analysis of customer buying behaviour is an extremely difficult process, as it requires analysis of many factors. Now, personal influences are also considered among the prime factors that can have major impact on the buying behaviour of the potential customers. Many studies have highlighted different personal attributes including occupation, economical condition, age, personality and lifestyle that can have impact on the purchasing decision of the customers. However, in case of purchasing luxury products like Oyster and Cellini collections 2016 of Rolex, economical condition and personality are the prime personal attributes that can have major impact on the behavioural pattern of the potential customers. As the watch collections of Rolex are extremely expensive, it almost become unaffordable for an individual with limited income. Thus, economical condition or financial support needs to be strong for the people willing to buy Rolex products. Conversely, people with limited income source will not view Rolex products as alternative option. Therefore, it will also affect the buying behaviour of that particular individual (Terpstra, Foley Sarathy, 2012). On the other hand, personality is another significantly important personal attribute that can have impact on the buying behavioural pattern of the customers. For instances, a music lover individual will always look for music related equipments. Therefore, an individual with addiction to luxury equipments is expected to look for different alternatives for purchase. Thus, it will create positive impact on influencing people to purchase Rolex products. Four marketing strategy recommendation: As per the article by Brooksbank (2013) proper utilization of marketing strategies are necessary for fulfilling all the marketing objectives in an appropriate manner. However, effectiveness of marketing strategies will have to be developed in such a way so that it can easily go with the image of the organization. For instance, marketing strategy for Rolex will have to focus towards maintaining the standard of the brand name in the market. With increasing competition, it has become necessary for Rolex to evaluate the marketing strategies continuously so that it can able to reach to all the potential customers. Four recommended marketing strategies for Rolex are as follows: Online advertisements: With increasing popularity of internet and social media, every organization has tried to utilize the platform for fulfilling all the marketing objectives (Pike Page, 2014). Therefore, Rolex also need to utilize the online platform to reach to the global potential customers in an effective way. Furthermore, Rolex needs to utilize social media platform as a tool for communicating with the potential customers. It not only will help the organization to identify the needs of the customers but also will create positive impact on solving any query in an appropriate way. Therefore, it will eventually help to create strong brand name in the market, which will create positive impact on businesses of Rolex. Magazine advertisements: Rolex also needs to utilize business magazines for reaching to the potential customers in an appropriate way. It is expected that all the people with high-income read prime business magazines on daily basis. Therefore, placing advertisements on magazines like GQ and Maxim will allow the company to create positive impact on the mind of potential customers. Furthermore, Rolex needs to utilize magazines to educate people about the quality of the provided wristwatches so that it can add value to the organization. Advertisements at major sport events: Rolex also needs to strategically place advertisement on all the major sporting events, as it will help to create desired impact on the market. The advertisements for the sporting events also need to be eye-catching and gripping so that it can able to grab the attention of the potential customers in an appropriate way. Sponsorship: Sponsorship is another prime marketing tool that Rolex needs to consider for fulfilling all the marketing objectives in appropriate manner. For instance, sponsorship in one of the most popular sporting events namely Wimbledon has helped the organization to increase popularity in the market. Therefore, it is necessary for the organization to identify many other events for effective utilization of sponsorship strategy for fulfilling the marketing objectives in an appropriate manner. Conclusion: From the above analysis it can be assessed that the implemented marketing strategies play extremely important role in fulfilling all the objectives of the organization in an appropriate manner. However, it is necessary for the organization to evaluate the effectiveness of the implemented marketing strategy so that it can able to make desired changes at the optimum time. Thus, Rolex also needs to focus on different factors to maintain itself as the top luxury wristwatch provider in the global market. References: Aday, M. S., Yener, U. (2014). Understanding the buying behaviour of young consumers regarding packaging attributes and labels.International Journal of Consumer Studies,38(4), 385-393. Armstrong, G., Kotler, P., Harker, M., Brennan, R. (2012).Marketing: an introduction. Pearson Prentice-Hall, London. Badgaiyan, A. J., Verma, A. (2014). Intrinsic factors affecting impulsive buying behaviourEvidence from India.Journal of Retailing and consumer services,21(4), 537-549. Berthon, P. R., Pitt, L. F., Plangger, K., Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy.Business horizons,55(3), 261-271. Brooksbank, R. W. (2013). Successful marketing practice: a literature review and checklist for marketing practitioners.International Journal of Wine Marketing. Chaffey, D., Ellis-Chadwick, F. (2012).Digital marketing. Pearson Higher Ed. Discover more on Rolex.com. (2016).Rolex. Retrieved 27 November 2016, from https://www.rolex.com Duarte, P., Raposo, M., Ferraz, M. (2013). Drivers of snack foods impulse buying behaviour among young consumers.British Food Journal,115(9), 1233-1254. Ekesa, B., Rao, E. J. O., Cadilhon, J. J., Ayebare, P., Bashaasha, B., Muyanja, C., ... Mango, N. (2015). A situational analysis of agricultural production and marketing, and natural resource management systems in the central region of Uganda. Ferrell, O. C., Hartline, M. (2012).Marketing strategy, text and cases. Nelson Education. Hjort, K., Lantz, B., Ericsson, D., Gattorna, J. (2013). Customer segmentation based on buying and returning behaviour.International Journal of Physical Distribution Logistics Management,43(10), 852-865. Hollensen, S. (2015).Marketing management: A relationship approach. Pearson Education. Kotler, P., Burton, S., Deans, K., Brown, L., Armstrong, G. (2015).Marketing. Pearson Higher Education AU. Morgan, N. A., Katsikeas, C. S., Vorhies, D. W. (2012). Export marketing strategy implementation, export marketing capabilities, and export venture performance.Journal of the Academy of Marketing Science,40(2), 271-289. Perreault Jr, W., Cannon, J., McCarthy, E. J. (2013).Basic marketing. McGraw-Hill Higher Education. Pike, S., Page, S. J. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature.Tourism Management,41, 202-227. Solomon, M. R., Russell-Bennett, R., Previte, J. (2013).Consumer behaviour: Buying, having, being. Pearson Australia. Terpstra, V., Foley, J., Sarathy, R. (2012).International marketing. Naper Press. Tingchi Liu, M., Brock, J. L., Cheng Shi, G., Chu, R., Tseng, T. H. (2013). Perceived benefits, perceived risk, and trust: Influences on consumers' group buying behaviour.Asia Pacific Journal of Marketing and Logistics,25(2), 225-248. Westwood, J. (2013).How to write a marketing plan. Kogan Page Publishers.