How does the writer create suspense in the Tell Tale Heart? Essay

The Tell Tale Heart is an extraordinary horror story. It was written by Edgar Allan Poe. His horror story keeps you interested, builds a lot of tension and creates suspense. I am going to write an essay on how Edgar Allan Poe creates suspense by explaining thoroughly all the techniques he uses. These techniques are, use of repetition, punctuation, how he uses first person, sound, imagery, tension, his use of time and finally in addition, how Poe uses italics and similes. I will also use quotes from the Tell Tale Heart to explain my points fully. Firstly, Poe uses lots of repetition or repeated words. For example, â€Å"I moved it slowly- very, very slowly.† Poe does this because he wants you to imagine how slowly and carefully he thrust his head in, so the man would not wake up. Also, he keeps repeating this because he is saying that it wasn’t just slowly. It was much slower than that. This quote was shown on the third paragraph, already this soon he has used a repetition. My next example is he uses or repeats the words â€Å"madness and mad† a lot. This has the effect of you believing that the main character is actually quite mad, even though he is repeating he isn’t. This is said throughout the story, starting from the first paragraph and the reader starts to understand what the murderer is really like. My final example is â€Å"it grew louder- louder- louder!† This adds to the point of how loud it really was and by repeating it exaggerates how it was. It also gives you a clear image of this, as it is repeated throughout the paragraphs. As a last point, I would like to explain the effect of using repetition. Repetition exaggerates the point and gives you a clear image of how it was. It adds to the suspense, for example â€Å"carefully, very, very carefully.† This shows he took it over the top because he had to be very quiet. Secondly, I will explain how Poe uses a variety of punctuation, for a greater effect. He uses punctuation to speed up and slow down the pace, which is much better than reading normally. My first example is â€Å"they heard! – They suspected! – They knew!† In this quotation, Poe has gripped the audience using dashes and exclamation marks. As this speeds up the pace, so therefore you can feel the murderer is frightened, worried and terrified. Poe speeds up the pace here because there is a lot of tension at this point. If he never used this you would read it normally and wouldn’t feel the suspense in this piece of text. My next example is â€Å"I foamed- I raved- I swore!† Here dashes and exclamation marks are used again. The punctuation shows he was angry and shouting. This is especially shown by the exclamation marks. To finish with punctuation have a good effect on the reader. It speeds up and slows down the pace and is more interesting than reading normal. This is also a very good hooking technique and adds to the suspense quite well. Finally, he uses a lot of punctuation throughout the whole story giving a good result. Next, Poe uses first person because it lets the reader see the story from the murderer’s point of view. This makes the story more interesting, as you can find out all the feelings and emotions of the murderer along the way. Where as, in 3rd person you wouldn’t get to know as much. My first example is â€Å"I have told you that I am nervous: so I am.† This quotation shows how the murderer feels when he is going through killing the man. My next example is â€Å"I heard a slight groan, and I knew it was the groan of mortal terror.† This quotation gives a very good effect, as it shows what he heard and saw right up to slaughtering the man. Also, from first person narrative you can share what is happening in some ways. Poe makes out the murderer as to be the following things, very secretive as you don’t know the sex, name, appearance and very little of his background. Next, he is incredibly mad, as he killed a man and cut his arms and legs up. The quotation to show he is mad is â€Å"I heard many things in hell.† This example shows he isn’t exactly normal. The murderer is also very obsessive as he can’t stop talking about they evil eye. He is crazy and gets very nervous around people, especially when the officers of the police come in near the end. You can also see he is disturbed and very unusual. Furthermore, the murderer has a routine and is in some ways organised because he plans out everything on what he is going to do step by step. Poe makes the murderer different and crazy in his own way. This is because it adds to the horror and suspense of the story. In addition, the murderer being first person uses a hooking technique which is to directly address the reader. This keeps the reader involved and keeps them paying attention to what’s happening. My first example is â€Å"how then, am I mad?† In this quotation, when he talks to the reader he uses rhetorical questions (questions that shouldn’t be answered). This includes the reader in the story, as they are being talked to. My next example is â€Å"I smiled – for what had I to fear?† This does the same again using rhetorical questions to the reader. This is almost like the murderer is sharing his worries with you, which has a good effect overall. To conclude this section, using direct address and talking to the reader, gets them involved on what is happening and is a great result, as sometimes you can relate to the story. Poe does this by using the word â€Å"you† and question marks from rhetorical questions. Another unique way Poe creates suspense is describing a lot of sound in the Tell Tale Heart; this has an exceptional effect on the reader. My first example is â€Å"for the hinges creaked.† This phrase reminds you of old scary horror films and makes you wonder, who is behind the door? It is also a creepy noise that relates to old abandoned houses. My second example is â€Å"It was the low stifled sound.† This quotation shows that in some ways he is paranoid as he is hearing things. It gets the reader more into suspense, as he believes the murderer is not alone and something is going to happen within this. Also, the sound gives you an idea of how it sounded. An additional example is â€Å"the old man sprang up in the bed, crying out- whose there?† In this example there is a lot of tension, you can almost hear the old voice of the man. A last quotation is â€Å"I fairly chuckled at the idea.† This shows that you can imagine the murderer laughing in an evil way; also he is amused that the man has no idea about what is going to happen. As a final point, sound gives the idea of how something sounded – so maybe quietly. It gives an idea of the surroundings and creates atmosphere. Poe has used this at the right moments in the story when he is describing something. A further reason Poe creates suspense is the use of descriptive words (imagery). These describe a lot of things throughout the story, these things are – evil words, the description of the eye and murdering the elderly man. A lot is used at certain points to emphasise his ideas. Also, it keeps you imagining and gets you hooked. Some examples of evil words he uses are â€Å"corpse†. This gives the reader the idea of a murdered body; it gives a scarier effect as it is more horrifying than just saying a dead body. My next example is â€Å"the evil eye†. This shows the eye was not exactly normal and it wasn’t nice looking. It was something that made his blood run cold and make him shake with fear. So you can imagine what it was like, also it suggests the centre of the story. My final example for this point is â€Å"the mortal terror.† It shows the feelings of the man and he wasn’t just frightened he was absolutely terrified. Additionally, he makes the ‘eye’ sound disgusting, here are some examples â€Å"his eye resembled that of a vulture.† This shows his eye was repulsive as it looks like a vulture (not a very nice creature). It also lets you imagine what the eye looks like. Another example is â€Å"a pale blue eye†. This describes how the eye looked and that it was unusually pale, which makes the reader feel the same way, as the murderer. Poe also makes ‘death’ sound disgusting, as all the tension builds up in a horrible way. The man gets killed astonishingly, which is quite scary. He gets suffocated by the bed covers and the way it is revolting is that, it says â€Å"the heart beat on with a muffled sound.† So he suffocated and his heart carried on beating a few minutes after. He also â€Å"shrieked† just before he was murdered. Finally, a last point that was terrifying is that when he pulled back the covers â€Å"he was stone dead.† So you can imagine how horrible he looked while dead. To conclude this, Poe uses descriptive words all throughout the story. This is to emphasise how horrifying something looked and it shows that the murderer looks at everything from the dark side. Next, Poe’s use of tension right through the story increases and decreases. This is done to not get the reader bored, whilst reading. It usually starts low, and then builds up more and more until it is really high. The parts where the tension is high is when: he is about to murder the man, when he is trying to hide the body under the floorboards and when the police has come round and he is about to confess. The parts when there is a low amount of tension is when: they are at the start and the murderer is explaining why he wants to kill the man and when he is waiting long time for when it is the right time to kill. Poe has made the tension go up and down because it is more exciting and keeps you in suspense. If I was to draw a graph for this it would go up and then down all the way through, so in other words it would go zigzag. A next point is how Poe uses time in the Tale Tell Heart, in some sections time goes slowly and some times it goes fast. When Poe makes time go slowly the character is doing something important or the murderer is describing something in detail. The evidence for this is â€Å"slowly so not to wake the man up†. Here this is a part where time goes slowly as it is telling the audience he has to be very quiet – to not cause any suspicion. Another example for time going slowly is when he is killing the man. The example for this is â€Å"yet for some minutes longer I stood still.† Here everything is going slow because he is about to murder the man. Poe makes time go fast when he is describing his actions over a period of time. My example for this is â€Å"every morning when the day broke.† Here he is describing time fast and over a period of time. Poe has made time go fast and slowly, so there is more tension and pace. A final point, to how Poe creates suspense in the Tell Tale Heart, is using italics and similes. To start with italics emphasize what is said, or something repeated. So it could emphasize something horrible that has happened, for a scarier effect. My example for this is â€Å"I now grew very pale.† This is said when the police officers have come in, to show he is nervous. The italics give emphasis to how pale he looked, so the murderer was looking really colourless. Italics are used a lot in The Tale Heart for many different reasons. Next, similes are used to describe something towards something else. My first example for this is â€Å"his room was as black as pitch.† This quotation gives you a clear image of how dark it was, as it is being referred to a pitch. Another example is â€Å"a low dull quick sound, such as a watch makes when enveloped in cotton.† This gives you another image of what the sound was like being referred to something else. As a final point, Poe uses italics and similes because they stress the point clearly. In conclusion, Poe uses a variety of techniques to create suspense in the Tale Tell Heart. These are – use of repetition, punctuation, how he uses first person, sound, imagery, tension, his use of time and italics and similes. These techniques create a good effect on the reader and are mostly successful hooking techniques. Poe keeps you reading the story by making you want to know what happens next using these skilful ways, without those ways The Tell Tale heart wouldn’t be as good. I think that the use of tension is most effective because it covers just about all the areas and it makes the story more exciting and interesting to read. The part of story I think is the best, is where all the tension increases when he is going to murder the man. This is because at that point you don’t want to put it down, as there is a lot of suspense. Overall, I would rate The Tale Tell Heart a very good horror story, with impressive techniques used throughout.

The Hunters: Phantom Chapter 33

â€Å"Stop!† Elena screamed. â€Å"Stefan! Stop it! You'l kil him!† Even as she said it, she realized that kil ing Damon might be exactly what Stefan's idea was here. Stefan tore at Damon with his teeth and hands, not pummeling him, but ripping feral y, with fangs and claws. Stefan, his body in a vicious primal crouch, his canines extended, his face distorted by a snarl of animal fury, had never looked more like a bloodthirsty vampire. And behind Elena as she watched them, that seductive, chil ing voice went on, tel ing Stefan that he would lose everything, just like he always lost everything. That Damon took everything from him and then tossed it carelessly, cruel y aside, because Damon simply wanted to ruin whatever Stefan had. Elena turned and, too frightened by what Stefan was doing to Damon to have any fear left of the phantom, slammed it with her fists. After a moment, Matt and Bonnie joined her. As before, mostly their hands just slid through the phantom's mist. The phantom's chest was solid, though, and Elena focused her rage on that, hitting against the hard ice there with as much power as she could. Beneath the ice of the creature's chest, a rose glowed a rich dark red. It was a beautiful flower, but deadly looking, its color reminding her of poisoned blood. Its thorny stem seemed swol en, thicker than a normal flower's. As Elena stared at it, the glow deepened and the flower's petals opened further, swel ing to ful bloom. Is that her heart? Elena wondered. Is Stefan's jealousy nourishing it? She smashed her fist against the phantom's chest again, right above the rose, and the phantom glanced at her for a moment. â€Å"Stop it,† Elena said fiercely. â€Å"Leave Stefan alone.† The phantom was real y looking at her now, and its – no, her – smile widened, her glasslike teeth sharp and shiny underneath her misty lips. In the glacial depths of her eyes, Elena thought she caught a chil y but genuine twinkle, and Elena's own heart froze. Then the phantom turned her attention back toward Stefan and Damon, and, although Elena would never have believed it possible, things got worse. â€Å"Damon,† said the phantom throatily, and Damon, who'd been limp and exhausted, eyes clenched shut, passive under Stefan's assault, shielding his face but not fighting back, opened his eyes. â€Å"Damon,† she said again, her eyes glittering. â€Å"What right does Stefan have to attack you? Whatever you tried to take from him, you were just fighting against the fact that he got everything – your father's love, the girls you wanted – and you had nothing at al . He's a sanctimonious brat, a selfloathing weakling, but he gets everything.† Damon's eyes widened as if in recognition at hearing his own deepest miseries voiced, and his face twisted with emotion. Stefan was stil clawing and biting at him, but he fel back a little as Damon snapped into action, grabbing him by the arm and wrenching it. Elena winced with horror as she heard the crunch of something – oh, God – something in Stefan's arm or shoulder breaking. Undaunted, Stefan only grimaced and then threw himself at Damon again, the hurt arm dangling awkwardly. Damon was stronger, Elena numbly noted, but exhausted; surely he wouldn't be able to keep his advantage for long. For now they seemed fairly evenly matched. They were both furious, both fighting with no reservations. A bestial, nasty snarl came from one of them, shaky, vicious laughter from the other, and Elena realized with horror that she had no idea which sound was coming from who. The phantom hissed with enjoyment. Elena flinched away from her and, out of the corner of her eye, saw Bonnie and Matt step back, too. â€Å"Don't break the lines!† Alaric shouted from the other side of†¦ where were they now, anyway? Oh, Mrs. Flowers's garage – the garage. He sounded desperate, and Elena wondered if he had been shouting for a while. There had been some background noise going on, but there hadn't been a moment to listen to it. â€Å"Elena! Bonnie! Matt! Don't break the lines!† he shouted again. â€Å"You can get out, but step over the lines careful y!† Elena glanced down. An elaborate pattern of lines in different colors was chalked beneath their feet, and she, Bonnie, Matt, and the phantom were al together in a smal circle in the innermost center of this pattern. Bonnie was the first one to clearly realize what Alaric was saying. â€Å"Come on,† she muttered, yanking at Elena's and Matt's arms. Then she picked her way, daintily but quickly, across the floor, away from the phantom and toward their friends. Matt fol owed her. He had to pause on one foot in a smal section and reach with his other foot, and there was a moment when he wobbled, one sneaker almost blurring a blue line of chalk. But he caught his balance and continued on. It took Elena, stil mostly focused on the desperately grappling figures of Damon and Stefan, a few seconds longer to realize she needed to move as wel . She was almost too late. As she poised herself to take that first step out of the inner circle, the phantom turned its glassy eyes upon her. Elena fled, jumping quickly out of the circle and just barely managing to stop herself from skidding across the diagram. The phantom took a swipe at her, but its hand stopped before crossing above a chalk line, and it growled in frustration. Alaric shakily pushed his tousled hair out of his eyes. â€Å"I wasn't sure whether that would hold her,† he admitted, â€Å"but it seems like it's working. Now, careful y, Elena, watching where you step, make your way over here.† Matt and Bonnie had already reached the wal of the garage, at a distance from where Stefan and Damon were locked in battle, and Meredith had wrapped her arms around them, her dark head buried in Matt's shoulder, Bonnie nestled against her side, her eyes as round as a frightened kitten's. Elena looked down at the complicated pattern drawn on the floor and started moving careful y between the lines, heading not for her other friends but for the two struggling vampires. â€Å"Elena! No! This way!† cal ed Alaric, but Elena ignored him. She had to get to Damon and Stefan. â€Å"Please,† she said, half sobbing, as she reached them, â€Å"Damon, Stefan, you have to stop. The phantom's doing this to you. You don't real y want to hurt each other. It's not you. Please.† Neither of them paid any attention to her. She wasn't even sure whether they could hear her. They were almost motionless now, their muscles straining in each other's grip as each tried to simultaneously attack and fend off the other. Slowly, as Elena watched, Damon began to overcome Stefan, gradual y pushing his arms aside, leaning in toward his throat, white teeth flashing. â€Å"Damon! No!† Elena screamed. She stretched out to grab his arm, to pul him off Stefan. Without even looking at her, he casual y, viciously shoved her aside, sending her flying. She landed hard on her back and slid across the floor, and it hurt, the impact jolting her teeth together, banging her head against the cement, white shocks of pain flaring behind her eyes. As she started to get up again, she saw with dismay Damon push through the last of Stefan's defenses and sink his fangs into his younger brother's neck. â€Å"No!† she screamed again. â€Å"Damon, no!† â€Å"Elena, be careful,† Alaric shouted. â€Å"You're in the diagram. Please, whatever you do, don't break any more lines.† Elena looked around. Her landing had sent her skidding through several of the chalk marks, which were now smeared al around her, smudges of color. She stiffened in terror and suppressed a whimper. Was it loose now? Had she set it free? Steeling herself, she turned toward the innermost circle. The phantom was feeling around itself with its long arms, patting up and down against some invisible wal bordering the circle that kept it contained. As Elena watched, its mouth thinned with effort and it brought its hands together in one spot and pushed. The air in the room rippled. But the phantom did not manage to break through the circle, and after a moment it stopped pushing and hissed in disappointment. Then its eyes fel on Elena, and it smiled again. â€Å"Oh, Elena,† it said, its voice soft with false compassion. â€Å"The pretty girl, the one everyone wants, the one the boys al fight over. It's so very hard being you.† The voice twisted, its tone changing to bitter mockery. â€Å"But they're not real y thinking of you, are they? The two you want, you're not the girl for them. You know why they are attracted to you. Katherine. Always Katherine. They want you because you look like her, but you're not her. The girl they loved so long ago was soft and sweet and gentle. An innocent, a victim, a foil for their fantasies. You're nothing like her. They'l find that out, you know. Once your mortal form changes – and it wil . They'l be the same forever, but you're changing and getting older every day; in a few years you'l look much older than they do – then they'l realize you're not the one they love at al . You're not Katherine, and you never wil be.† Elena's eyes stung. â€Å"Katherine was a monster,† she spat out through her teeth. â€Å"She became a monster. She started out as a sweet young girl,† the phantom corrected her. â€Å"Damon and Stefan destroyed her. Like they'l destroy you. You'l never lead a normal life. You're not like Meredith or Bonnie or Celia. They'l have chances at normalcy when they're ready, despite the way you've dragged them into your battles. But you, you'l never be normal. And you know who's to blame for that, don't you?† Elena, without thinking, looked at Damon and Stefan, just as Stefan managed to shove Damon away from him. Damon staggered backward, toward the group of humans huddling by the wal of the garage. Blood was running from his mouth and streaming down Stefan's neck from a terrible gash. â€Å"They've doomed you, just like they doomed the one they really loved,† the phantom said softly. Elena pushed herself to her feet, her heart pounding hard, heavy with misery and anger. â€Å"Elena, stop!† cal ed a powerful contralto voice, fil ed with such authority that Elena turned away from Damon and Stefan and, blinking as though she'd been woken from a dream, looked out of the diagram toward the others. Mrs. Flowers stood at the edge of the chalk lines, hands on her hips, feet planted firmly. Her lips were a straight angry line, but her eyes were clear and thoughtful. She met Elena's gaze, and Elena felt calmed and strengthened. Then Mrs. Flowers looked around at the others gathered beside her. â€Å"We must perform the banishing spel now,† she declared. â€Å"Before the phantom manages to destroy us al . Elena! Can you hear me?† A surge of purpose running through her, Elena nodded and moved back to join the others. Mrs. Flowers brought her hands sharply together, and the air rippled again. The phantom's voice broke off and it shrieked in fury, shoving at the air around it, its hands meeting resistance sooner, its invisible prison smal er. Meredith felt urgently around on the high shelf near the garage door, her hands touching and rejecting various objects. Where had Mrs. Flowers put the candles? Paintbrushes, no. Flashlights, no. Ancient can of bug spray, no. Bag of potting soil, no. Some weird metal thing that she couldn't figure out from touching what it might be, no. Bag of candles. Yes. â€Å"I've got it,† she said, pul ing it off the shelf and dumping probably a decade's worth of dust from the shelf onto her own head. â€Å"Urgh,† she sputtered. It was a mark of the seriousness of the situation, Meredith thought, that Bonnie and Elena both looked at her, head and shoulders coated in thick dust and spiderwebs, and neither giggled nor moved to brush her off. They al had more important things to worry about than a little dirt. â€Å"Okay,† she said. â€Å"First off, we need to figure out what color candle Damon would be.† Mrs. Flowers had pointed out that Damon was clearly a victim of the jealousy phantom as wel , and so would have to take part in the banishment ritual for it to work ful y. Looking at the two vampire brothers stil attempting to tear each other apart, Meredith seriously doubted whether Damon would be participating. Stefan either, for that matter. They were solely focused on inflicting as much damage as possible on each other. Stil , they would have to get the two vampires back to make the spel work. Somehow. Meredith found herself cool y wondering whether, if both Damon and Stefan died, they could safely be counted out of the ritual. Would the rest of them be able to defeat the phantom then? And if they didn't murder each other, but simply continued to fight, endangering them al , would she be able to kil them? She shoved the thought away. Stefan was her friend. And then she determinedly made herself consider kil ing him again. This was her duty. That was more important than friendship; it had to be. Yes, she could kil them today, even in the next few minutes, if it was necessary, she realized. She would regret it forever if she had to, but she could. Besides, a part of her mind noted clinical y, if things went on as they were now, Damon and Stefan would kil each other, and save her that burden. Elena had been thinking hard – or maybe zoning out, focused on what the jealousy phantom had said to her, Meredith wasn't sure – and now she spoke. â€Å"Red,† she said. â€Å"Is there a red candle for Damon?† There was a dark red candle, and also a black one. Meredith pul ed both out and showed them to Elena. â€Å"Red,† said Elena. â€Å"For blood?† asked Meredith, eyeing the fighters, now only about ten feet away. God, they were both just covered with blood now. As she watched, Damon growled like an animal and banged Stefan's head repeatedly against the wal of the garage. Meredith winced at the hol ow sound of Stefan's skul slamming against the wood and plaster of the wal . Damon had one hand around Stefan's neck, the other ripping at Stefan's chest as if Damon wanted to gouge out his heart. A soft, sinister voice was stil coming from the phantom. Meredith couldn't make out what it was saying, but its eyes were on the brothers, and it was smiling as it spoke. It looked satisfied. â€Å"For passion,† said Elena, and snatched the candle out of Meredith's hands and marched over, straight-backed and head high like a soldier's, to the line of candles Alaric was relighting at the edge of the diagram. Meredith stared after her as Elena lit the candle and dripped a puddle of hot wax to stand it upon. Stefan forced Damon backward, closer to the others and their line of candles. Damon's boots scraped against the floor as he strained against Stefan. â€Å"Okay,† Alaric said, looking at the candles apprehensively, then down at the book. â€Å"Each of us wil declare the jealousies inside ourselves – the weaknesses that the phantom is able to play on – and cast them out. If we real y mean it, if we manage, at least for the moment, to truly and sincerely cast out our jealousy, our candles wil go out and the phantom wil be weakened. The trick is to real y be able to banish the jealousies from our hearts and stop feeding the phantom, and if we al can do it at once, the phantom ought to disappear, or maybe even die.† â€Å"What if we can't? What if we try to cast out jealousy, but it doesn't go completely away?† Bonnie asked, her forehead crinkling with worry. â€Å"Then it doesn't work and the phantom stays,† said Alaric flatly. â€Å"Who wants to go first?† Stefan slammed Damon down viciously onto the cement floor, a howl of anger coming from him. They were only a few feet from the line of candles, and Alaric stepped between them and the row of tiny flames, trying to shield the candles with his body. Celia shuddered as Stefan gave a low, furious growl and lowered his head to bite at Damon's shoulder. Jealousy kept up a steady stream of venomous chatter, her eyes gleaming. Mrs. Flowers clapped her hands to get everyone else's attention, her face stern and encouraging. â€Å"Children, you wil al have to be honest and brave,† she said. â€Å"You must al truly admit to your worst selves in front of your friends, which wil be hard. And then you wil need to be strong enough to cast these worst selves of yours away, which may be even harder. But you love one another, and I promise we wil get through it.† A thump and a muffled shout of rage and pain came from a few feet away, and Alaric glanced nervously over his shoulder at the battle behind him. â€Å"Time is of the essence,† Mrs. Flowers said briskly. â€Å"Who wil go first?† Meredith was about to step forward, clutching her stave for comfort, when Bonnie spoke up. â€Å"I wil ,† she said falteringly. â€Å"Um. I've been jealous of Meredith and of Elena. I always†¦Ã¢â‚¬  She swal owed, and then spoke more firmly. â€Å"I sometimes feel like I'm only a sidekick when I'm around them. They're braver than me, and they're better fighters, and smarter and prettier, and†¦ and taller than I am. I'm jealous because I feel like people don't respect me as much as they do them and don't real y take me seriously like they do Elena and Meredith. I'm jealous because sometimes I'm standing in their shadows, which are pretty big shadows†¦ metaphorical y speaking, I mean. And I'm also jealous because I've never even had a real boyfriend, and Meredith has Alaric, and Elena has Stefan, and because Elena also has Damon, who I think is pretty amazing, but who would never notice me when I'm standing next to Elena, because she's al he can see.† Bonnie paused again, and glanced at Elena, her eyes wide and shining. â€Å"But I love Elena and Meredith. I know I need to stop comparing myself to them. I'm not just a sidekick; I'm useful and talented, too. And† – she spoke the words Alaric had given them al – â€Å"I have fed the phantom of jealousy. But now I cast my jealousy away.† In the semicircle of candles, the flame of Bonnie's pink one flickered and went out. Bonnie gave a little gasp and smiled, half-shamefaced, half-proud, at Meredith and Elena. From inside the diagram, the phantom of jealousy snapped its head around and glared at Bonnie. â€Å"Bonnie – â€Å" Meredith started to say, wanting to tel her friend that of course she wasn't a sidekick. Didn't Bonnie know how amazing she was? But then Elena stepped toward the candles and shook back her hair, head high. â€Å"I've been jealous of other people in Fel ‘s Church,† she declared. â€Å"I saw how easy it was for other couples to be together, and after al Stefan and I – and Damon, and the rest of my friends – have been through, and even after we saved Fel ‘s Church and made it normal again, everything just kept on being so hard and so weird and supernatural. I guess I've been realizing that things aren't ever going to be just easy and normal for me, and that's been tough to accept. When I watched other people and was jealous of them, I fed the phantom of jealousy. I cast that jealousy away.† Elena smiled a little. It was a strange, rueful sort of smile, and Meredith, watching her, thought that, while Elena had cast out her jealousy, she was stil haunted by regret for the easy, golden life she'd once had ahead of her and that had probably been taken away forever now. The candle was stil burning. Elena hesitated. Meredith fol owed her gaze past the line of candles to where Stefan and Damon struggled. As they watched, Damon heaved and rol ed Stefan under him, leaving a long streak of blood across the floor of the garage. Stefan's foot brushed the red candle at the end of the line, and Alaric leaped to steady it. â€Å"And I've been jealous of Katherine,† Elena said. â€Å"Damon and Stefan loved her first, and she knew them before so much happened to change them, to†¦ warp them out of who they ought to be. And even though I realize that they both know I'm not Katherine and that they love me for who I am, I haven't been able to forget that they noticed me at first because I look like her. I have fed the phantom of jealousy because of Katherine, and I cast that jealousy away.† The candle flame flickered, but did not go out. Jealousy smirked triumphantly, but then Elena went on. â€Å"I've also been jealous of Bonnie.† Bonnie's head shot up, and she stared at Elena with an expression of disbelief. â€Å"I was used to being the only human Damon cared about, the only one who he would want to save.† She looked at Bonnie with tear-fil ed eyes. â€Å"I am so, so glad that Bonnie is alive. But I was jealous that Damon cared enough to die for her. When I was jealous of Bonnie, I fed the phantom of jealousy. But now I cast my jealousy away.† The golden candle went out. Elena looked almost timidly at Bonnie, and Bonnie smiled at her, an open, loving smile, and held out her arms. Elena hugged her tightly. Other than the grief she felt over Elena's parents' deaths, Meredith had never felt sorry for Elena. Why would she? Elena was beautiful, smart, a leader, passionately loved†¦ but now Meredith couldn't help but feel a pang of sympathy for her. Sometimes it must be easier to live an everyday life than to be a heroine. Meredith glanced at the phantom. It seemed to be simmering and was now whol y focused on the humans. Alaric stepped around the candles toward the others, glancing back toward Damon and Stefan. Damon had pinned Stefan painful y against the wal behind Alaric. Stefan's face was twisted in a grimace, and they could hear the scrape of his body against the hard surface. But at least Stefan and Damon weren't endangering the candles for now. Meredith turned her attention to her boyfriend. What could Alaric be jealous of? If anything, he'd been the focus of jealousy the last week or so. He reached for Meredith and took one of her hands. â€Å"I've been jealous,† Alaric said, looking into her eyes. â€Å"Of you, Meredith. And of your friends.† Meredith reflexively arched a brow at him. What did he mean? â€Å"God.† He half laughed. â€Å"Here I am, a graduate student in parapsychology. I've been dying my whole life to prove to myself that there's something more going on in the world than what everybody knows, that some of the things we think of as supernatural are real. And then I come to this smal town in Virginia because there are rumors, rumors I don't real y believe, that there might be vampires here, and when I get here I find this amazing, beautiful, confident girl, and it turns out she comes from a family that hunts vampires. And her friends are vampires and witches and psychics and girls who come back from the dead to fight evil. They only just finished high school, but they've seen things I've never imagined. They've defeated monsters, and saved towns, and traveled to other dimensions. And, you know, I'm just this ordinary guy, and suddenly half the people I know – and the girl I love – are practical y superheroes.† He shook his head, looking at Meredith admiringly. â€Å"I've fed the phantom of jealousy. But now I cast my jealousy away. I'l just have to deal with being the boyfriend of a superhero.† Instantly, the dark green candle went out. Sealed in the inner circle, the phantom hissed and paced back and forth in the smal space like a trapped tigress. It looked angry, but not noticeably weaker. Celia spoke next. Her face was tired but calm. â€Å"I've fed the phantom of jealousy,† she proclaimed. â€Å"I've been jealous of Meredith Suarez.† She didn't say why. â€Å"But now I see that it's pointless. I've fed the phantom of jealousy, but now I cast my jealousy away.† She spoke as if she were dropping something into the trash. But stil the pale purple candle went out. Meredith opened her mouth to speak – she was clear on what she needed to say, and it wouldn't be too hard, because she'd won, hadn't she? If it had ever been a battle anywhere besides her own mind – but Matt cleared his throat and spoke first. â€Å"I have†¦Ã¢â‚¬  He stumbled over his words. â€Å"I guess†¦ no, I know I've fed the phantom of jealousy. I have always been crazy about Elena Gilbert, as long as I've known her. And I've been jealous of Stefan. Al along. Even now, when Jealousy's got him trapped in this bloody battle, because he has Elena. She loves him, not me. But, wel , it doesn't matter†¦ I've also known for a long time that Elena and I together don't work, not for her, and that's not Stefan's fault. I've fed the phantom of jealousy, but now I cast my jealousy away.† He blushed and careful y did not look at Elena. The white candle went out, sending a long trail of smoke toward the ceiling. Three candles left, Meredith thought, looking at the last steady flames. Stefan's dark green, Damon's red, and her own brown. Was the phantom any weaker? From its invisible cage, the Phantom growled. If anything, it seemed to have made the space around itself bigger again, and it was once again pushing at it, seemingly feeling for a weak spot. Meredith knew she had to keep the confessions going. â€Å"I've fed the phantom of jealousy,† she said in a strong, clear voice. â€Å"I was jealous of Dr. Celia Connor. I love Alaric, but I know I'm much younger than he is, not even in col ege yet, and I've never real y been anywhere or seen anything of the world – the human world, at least – outside of where I grew up. Celia shares so much with him – experiences, education, interests – and I knew he liked her a lot. And she's beautiful and real y smart and poised. I was jealous because I was afraid she would take him from me. But if she had been able to take him, that would mean he wasn't mine to keep. You can't steal a person.† She smiled hesitantly at Celia, and after a moment, Celia smiled slightly in return. â€Å"I cast – â€Å" â€Å"Watch out!† Alaric shouted. â€Å"Damon! Stefan! Stop!† Meredith looked up. Damon and Stefan were staggering across the floor of the garage, past the line of candles, past Alaric, who grabbed at them. They broke out of his hold effortlessly without seeming to even notice his touch, shoving against each other desperately, struggling fiercely. Oblivious to anything but their battle, they were getting closer and closer to the phantom. â€Å"No!† shouted Elena. Damon shoved Stefan backward, and the heel of Stefan's boot scraped across the chalk outlining the smal circle that contained the phantom – scraped across the chalk line and smudged it, and the circle was no longer complete. With a howl of triumph, the phantom was free.

Against Bullfighting

October 24, 2011 Jose Pliego San Martin In 2010 15,000 bulls were killed only in Spain, you know why? Because of bullfighting. Bullfighting is a so called â€Å"tradition† in Spain, Portugal and some Latin American countries like Mexico and Venezuela. Reality is bullfighting is only a constant torture to a poor bull unable to defend itself. So that you can understand me better I am going to tell you about the Spanish-style bullfighting: A man, dressed like a clown, tortures and torments a bull with a red cape. Then the picadors keep on abusing him, provoking painful wounds that cut into his neck muscles with a pica.After that the banderilleros, blood-thirsty, with an item called banderilla weaken the bull even more. Severely injured, the bull charges with rage against the steel that destroys his organs. The matador is supposed to break the artery next to the heart, but that never happens. Instead he drills his lungs and the bull often vomits blood. Agonizing in a blood bath, t he puntillero puts an end to his life. Even then, he is not allowed a little dignity to leave this world in peace, his ears and tail are cut off (often when he is fully conscious), and his broken, bleeding body is dragged around the ring by mules.Not content with his suffering, which must be too horrible to describe with words, the crowds boo and mock at him. They even throw empty beer cans to the arena. His body is then taken away to be skinned, and even then he may not be dead when this happens. That’s what the crowd watches in the ring, but what is also really concerning is the previous preparation they give the bull. The bull is not an aggressive animal, and the reason he is angry and attempts to charge at the matador whilst in the bullring is mainly because he has been horrendously abused for the previous two days. In fact, what spectators see is not a normal, healthy bull.The bull has wet newspapers stuffed into his ears; Vaseline is rubbed into his eyes to blur his vis ion; cotton is stuffed up his nostrils to cut off his respiration and a needle is stuck into his genitals. Also, a strong caustic solution is rubbed onto his legs, which throws him off balance. He is kept in a dark box for a couple of days before he faces the ring: the purpose of this is to confuse him. When he is let out of the box, he runs desperately towards the light at the end of the tunnel. He thinks that at last his suffering is over and he is being set free — instead, he runs into the bullring to face his killers and a booing crowd.And it happens to more than 20,000 bulls a year!!!!! Calling â€Å"culture† the organized sadism, violence, pain or death is an insult to one’s intelligence and to the development of our evolution. Your indifference makes them powerful! You MUST manifest your disgust against that criminal party! Don’t collaborate with that insane game! BULLFIGHTERS MUST BE SENT TO JAIL! In recent years, there has been a sustained press interest in the atrocities involved in bullfighting and fiestas involving animal abuse. This media focus has caused worldwide concern.This has deeply embarrassed the Spanish Government who is under extreme pressure to change their laws. Also, it has made people in general more aware of the cruelties involved in bullfighting and the fiestas, and therefore less likely to visit bullrings. On September the 25th the last corrida in the Spanish region of Catalonia took place. This because the parliament of Catalonia voted to ban bullfighting, making it the first region of mainland Spain to do so. The vote took place as the result of a petition brought to parliament, signed by 180,000 people who say the practice is barbaric and outdated.The ban takes effect in January 2012. It is only a matter of time before this abomination has ended, and bulls are allowed to live their lives in peace all around the world. We should all follow the example of the Catalonians and prohibit bullfighting. Now a days there are a lot of efforts to put it down. We only need to raise our voices and express our feelings against those assassins†¦ THINK: ARE YOU WITH IT OR ARE YOU AGAINST IT? It is cruelty, not culture. It is criminal, not fun. So†¦ VOTE AGAINST BULLFIGHTING!!

Consumers Perceptions of Global and Local Brands Dissertation

Consumers Perceptions of Global and Local Brands - Dissertation Example For consumers, the global reputation provides a more satisfying element and they find to spend some extra money worthy for global brand whereas for companies, global brands enhances market share, market position, and customer base with a push in the profits. With the increase of more and more global brands and the expansion of global brands in different parts of the world, customers are in different parts of the world are looking to buy more global brands. Customers perceive that the quality of the products offered by global brands are far more in comparison to the quality of the products offered by different local firms and therefore they are more inclined to buy products that are available globally rather than only in the local region. The preference of global brands over local brands have increased rapidly in developing countries as well within the consumer goods industry, people from developing countries find global consumer brands more trustworthy and environmental friendly than local brands. This has allowed multinational companies to expand their operations in the developing countries and gain huge profits from this diverse market. There are several factors that influence the buying decision of an individual and the marketing managers of global brands identify and analyse these factors and then by focusing on these factors they are able to win the battle against different local brands available in different parts of the world.

The role of the UN during the could war Essay Example | Topics and Well Written Essays - 500 words

The role of the UN during the could war - Essay Example mandate it was bestowed, Krasno (4) argues that the United States Charter allocated more power to five major states, which were further given veto powers and permanent representation in what was known as the upper chamber where exclusive jurisdiction were taken into consideration. Additionally, there were six nonpermanent members who later increased to ten. As such, the charter principle of sovereign equality expected all members to abstain in their international relations from threat or forceful use against territorial integrity or any state political independence. Thus, the United Nations issued the Security Council with the responsibility of ensuring that peace and security was maintained internationally (Krasno 5). Importantly, the United Nations first role during the Cold war happened in Korea when the Korean peninsula was divided through the occupation of the Soviet occupied territory in the Northern part while the Southern part was taken over by the United States. According to Sachleben (36) the state of unrest was thought to be between Communist and non communist states, and as such the United Nations was compelled to provide international legitimacy to the United States reaction on Korean peninsula although president Truman was determined to counter the threat until 1953 when the peace was finally restored. Similarly, the United Nations was engaged in the role of ensuring that Soviet Union was not involved in the unrest in Congo after the killing of the Secretary- General Dag Hammarskjold through a plane crash. During this unrest, there was conflict between the western powers and the then President Kasavubu who was supported by the United Nations through their peace keeping mandate (Downs 14). It is worth noting that the unrest in Korea and Congo were perfect examples of how the anticipated roles of the United Nations were influenced by the East- West divisions. As such, critics have argued that it is highly likely that the United

Powers and limitations given to those in our government Essay

Powers and limitations given to those in our government - Essay Example First and foremost, the legislative along with the executive branch would be heavily involved. The legislative branch would pass legislations to facilitate and address this issue with the collaboration of the President. In this matter, the judicial branch would act last because it serves as a last resort to conflict that occurs within government Lobbying and interest groups are pinnacle of a force that dictates policies and legislations. In political markets, the benefits of a policy may not be readily determined. Lobbying is extremely influential as interest groups and lobbyists can push legislation through congress. Lobbyists are strong and organized. Moreover, they have networks that expand in the white house that allows them to give strong message to the public. With the public behind them, officials are induced to pass legislations. As the current president, President Obama can push much vital legislation that can dramatically address this issue. First and foremost, he can create tax breaks for these corporations in order to facilitate the corporation’s losses. Moreover, he can push legislation that will lower tariffs in oil imports and exports. Furthermore, the logistics industry can get government funding in order to help them in this economic crunch. The Congress can pass hedge bills to facilitate gas and logistic companies. The government can give subsidiary compensation to trucking companies just like they help the farmers. Reducing fuel surcharges to the truckers would tremendously help them also. Truckers can also deduct unexpected losses from their personal income taxes and businesses which can facilitate the process. Supreme court can use reviews to analyze the regulations passed by Congress in order to evaluate if it is unconstitutional law. It has done that previously with cases such as Brown vs Board of Education and Plessy vs Ferguson. The Supreme Court in essence dictates the assurance of

HIST 2112 Essay Example | Topics and Well Written Essays - 750 words

HIST 2112 - Essay Example While industry had been around for quite a while before the turn of the century, this was the first time it became nearly impossible to survive in a purely rural environment. At first, many skilled workers joined unions in an attempt to save their jobs from unskilled machine workers who could do the exact same work in a factory as them for cheaper and more quickly. This did not last long, however, as more cooperation was needed for success. Often times, the actions of these unions would lead to violence, which means more problems would be caused by their protests than would be solved by them. The Coal Strikes between 1900 and 1902 became somewhat of a national crisis, as coal was a necessary commodity. The workers did gain higher wages and less hours with these strikes, although the government refused to admit that the union had anything to do with this. As time moved on, workers attempted to create a union for all to be a part of, which would end the wage system and would give the w orkers the power. These attempts were suppressed by the capitalists, however, as they knew that paying too much in wages would put a damper on the significant profits they were making during this time period. The entrepreneurs got the government involved in these disputes in order to protect their interests. The government knew that it was in its best interests to keep the capitalist entrepreneurs happy, so it did whatever it could to prevent the workers from winning these disputes. These unions were, however, important because they allowed for wages to rise and hours worked to fall for skilled workers in the United States. The lives of African Americans between 1877 and 1928 were transitional, as African Americans began to search for a niche in American society. In 1877, North troops left the South, which meant that former African American slaves in the South could no longer rely on them for political protection. Many issues

Introduction to Africa American Art Essay Example | Topics and Well Written Essays - 750 words

Introduction to Africa American Art - Essay Example The Mende people are among the largest ethnic community in Sierra Leone. They belong to a large group of people living throughout West Africa. The Main economic activity of the Mende people is farming and hunting. On the other hand, the Bamana people are based in Mali. The Bamana speakers are also known as the Bambara. The Bambara are members of the Mande culture; a large and a powerful group of people in Western Africa. Just like the Mende people, the main economic activity of the Bamana people is farming and hunting (Beneke, Mekler and Museum 45). Ceremonial dances and rituals are essential features of the tradition of both the Mende people and the Bamana people. Depending on the nature of and the location of the dance, men, and women wear different consumes and masks. For instance, the Mende people have the Sowei mask that is worn by members of the Bundu secret society or the Sande community. Women wear this mask during public ceremonies such as weddings, thanksgiving ceremonies among others (Middleton 59). The Bamana people use their ceremony and rituals in marking the passage of rites, during weddings as well as in burial ceremonies. During their dances, the performers or the dancers mask themselves using the â€Å"tyi wara† an antelope dance crest. The â€Å"tyi were† male dance crest is one of the most commonly used costumes in ceremonial activities such as weddings and other ritual activities (Kwekudee) Currently , some Bamana adhere to Muslim as their main religion but a great part of them still practise their traditional rituals ;in particular honoring their ancestors . Conversely , the Mande share many facets of the wider Bamana culture including restricting their women from wearing a veil during ceremonies . Virtually, the Mande culture is recognized for its established soroties and fraternal orders (Kwekudee). Ultimately, the Mande dancing culture is one of the most popular dances in Africa and outside Africa. Specific rhythms

The Nature of Investment in Information Infrastructure Essay

The Nature of Investment in Information Infrastructure - Essay Example However, the degree of success in implementing and investing in IT depends on how the fit between the Technology side and the business side of the overall strategy of the organization. However, this alignment of the IT with the business strategy can be accomplished through the use various IT strategic alignment models. This case analysis will use the Scott Morton Alignment model which is considered as more simple yet powerful model by allowing the use of IT as a strategic driver of change. The use of this model will allow us to view the Metalco from the perspective of strategy, structure, management processes, technology and roles and skills and how they fit into the overall strategy of the organization. The proposed SAP Project will cost Metalco around $23.500 millions with tangible savings in labor cost of 10 million dollars over the period of 5 years with increasing margins to the tune of $ 5 million over the period of 5 years. However, the major benefit of this proposed project wills easy manageability of the operational activities of the traditional systems at the Metalco is more directed at generating the reports rather than managing the operational activities. Metalco is one of the largest enterprises in Australia having a very rich and old history. Established in 1933, Metalco is engaged in the production of low value-added mineral products. The main activities of the organization are discovery, development, production as well as processing minerals including petroleum. Metalco has an asset of AUD 6.00 Billion whereas the revenue figures achieved in 1995 was well over. A complete description of the corporate history, as well as the corporate structure, can be found in exhibit A. Metalco has largely remained a very conservatively operated company with little or no focus on aligning the various independent information.

Human Error by James Reason Essay Example | Topics and Well Written Essays - 1000 words

Human Error by James Reason - Essay Example Referencing around eighty books, 'Human Error' today is cited itself by more than a hundred works by authors like A. Hale, John R. Wilson and E. J. Lovesay etc. The book draws a schism of three parts where the first portion comprising of the first two chapters inoculate the fundamental ideas, research traditions and brings an account of background studies pertaining to errors. The middle part from chapter three to five elucidates the error mechanisms and the common reasons behind a wide range of errors. The final section comprising of the remaining chapters throws light on the result of errors that range from their detection, unintentional contributions to them and the curative steps towards them. As clear from the title, the first chapter of the book elucidates the nature of errors, draws a classification of various types of errors and the strategies that lead to their detection. According to Reason the two major types of errors are similarity-matching and frequency-bias. The second chapter of the book traces back the significant studies done in the area human error which Reason classifies into natural science approach and the engineering approach based on the practice of their research. These are the studies that form the foundation of Reason's Human Error. I Performance Levels and Error Types: In the third chapter, the author introduces a Generic error modelling system that facilitates the identification of three types of error types namely; skill based slips and lapses, rule based mistakes and knowledge based mistakes. The model is rather a combination of ideas on cognitive theories from Rasmussen, Rouse, Anderson, and the Holland, Holyoak, Nisbett, and Thagard. Cognitive Underspecification and Error Forms: "When cognitive operations are underspecified, they tend to default to contextually appropriate, high-frequency responses." 2 The fourth chapter harps around the topic of cognitive under-specification. The author also explains the two factors (Similarity and Frequency) on the basis of which the errors are classified. A Design for a Fallible Machine: The fifth chapter of the book proposes the concept of fallible machine - an information machine that would work precisely for most of the time but would also produce errors at times. The purpose behind such a machine was to create an experimental model that would resemble the behaviours of humans and their tendency towards making the errors. The Detection of Errors: This chapter pertains to the concepts of error detection and their correction. While talking about correction, the author explains two types of error correction mechanisms, namely the low level correction mechanism and the high level correction mechanism of which the former is proposed to work better than the latter. Latent Errors and Systems Disasters: In this chapter the author draws a schism in the types of errors in terms of the accidental contribution to their occurence. Here the two types of errors are Active Errors and Latent

Why I want to become a voulunteer at Pomona Valley Hospital Essay

Why I want to become a voulunteer at Pomona Valley Hospital - Essay Example In the future I might be interested in working in this industry. The core values of the organization, CHANGE, are aligned with my perspectives and views in life. All organizations should seek to satisfy the customers due to the fact that customers are the people that provide organizations with revenues. Honor and respect are sound ethical principles that can help a company improve its operations and reputation. It is essential for companies to become accountable for their actions. New ideas are needed to apply innovations within an organization. Excellent enables companies to provide the best possible service to its customers. As a volunteer I plan on upholding the values of Pomona Valley Hospital Medical Center. These values make sense to me which is the reason why I intend to abide by the mission and vision of the organization. I hope I get an opportunity to join the PVHMC as a

Statement of Purpose Essay Example for Free

Statement of Purpose Essay Knowledge comes by eyes always open and working hands, and there is no knowledge that is not power†. This statement characterizes my beliefs. Ever since I attended the first industrial visit during my sophomore year of engineering I have nurtured a dream of becoming a part of the top level management team of a firm. Now, after two years of relevant experience in the field of procurement in Supply chain Management, the power of knowledge seems to call me out persuading me to seek more. The dream I nurtured during my graduation has grown with me and I hope the day of realization is not far off. To make this a reality I intend to pursue an M.B.A in strategy and procurement management at your esteemed university. Soon after my graduation I set out to realize my dream by joining Olympic Cards Private Limited as a procurement engineer. After a year of experience I joined a top electronic manufacturing company (Foxconn International Holdings) in order to attain global experience. The company trained me in global procurement and appointed me as a team leader for the procurement team at Foxconn India Private Limited which I consider as one of the biggest achievement so far in my life. Early in my life, at the high school level, I learnt the value of hard work and perseverance. This led me to secure 90% in my higher secondary examination. Later this served as a foundation for my studies in electronics and communication at B.S.A Crescent Engineering College which ranks as one of the top accredited engineering college affiliated to Anna University in the state of Tamilnadu (South India). Besides this academic achievement I am an active musician and my passion for music has helped me to further understand the importance of hard work and perseverance required to excel. I was elected as the secretary of the college music association in the year 2004 and I performed at a number of prestigious venues around the city. As a part of my work experience I have gained knowledge in the following fields, †¢ Strategic development of suppliers †¢ Analyzing and negotiation of the quotation †¢ Management of contracts and agreements with suppliers †¢ Supplier performance evaluation †¢ Different kinds of P.O disposition †¢ Debit note and Credit note †¢ Inventory Control †¢ Documentation for the procurement department for TL9000 †¢ Part of internal quality and on-site supplier auditing team †¢ Key user for SAP R/3 Material Management Module This had provided me with a firm grasp of concepts and a launching pad to embark upon a voyage of knowledge in procurement. My study of these fields has also served to further fuel my ambition and deepen my interest in the field of strategy and procurement management. I got some very interesting information about my field of study by browsing your website and this has driven me to apply for the M.B.A (Strategy and procurement management) course offered at your prestigious university. The eight modules of the M.B.A program which include the Strategic Management, Organization Resource Management, Strategic Marketing, Financial Management, Operations Management, International Risk Management, Power Regimes Supply Chain Management, Business Strategy and Procurement competence will help me improve my cognizance in the field of procurement and I believe that studying at your university will give me the means to achieve my goals and realize my dreams. I therefore make an earnest request to consider my application for admission.

Fashion industry

Fashion industry INTRODUCTION The fashion industry today is a very complex network. We have the marketing research people, who research the needs of the consumers, then we have the designers who design the garments, we also have the manufacturers who produce the garments and we have the distributors and retailers who sell the products to the consumers. The end consumer behavior is always changing and it getting very hard to determine what the consumer wants. To be able to deliver the right product, at right place, right quantity, and right quality to the right customers is becoming more and more challenging. Eventually all the finished products have to reach the ultimate consumers and here the role and responsibility of the retailers has become more vital [1]. Retailing is the process of buying and selling goods to the ultimate consumers. Over the last couple of decades the retailing has undergone drastic changes. Especially in the 1980s the departmental stores faced difficulties with the merger mania. During thi s period we have seen the emergence of different kinds of retailers such as discounters, chain organizations and hypermarkets. With the changes of trends and the shopping experience of the consumers, the trends in retailing have been changes after all the retail business is itself built on change [2]. Today the retailing process has moved from the traditional ways to more and more modern ways. The present retailers can be classified into the following ways: Retail branch companies Voluntary multiple chains Integrated wholesalers Franchise Department stores Mail orders/Internet Outlets Independent shops Boutiques / Concept stores. Each of the above listed retailers has their own uniqueness. In particular the boutique concept has got a very long history. Boutique is a term originated from French which means little shop[1]. It all started with the Paris couture houses which allowed the customers to buy perfumes and accessories. The Boutique has emerged on the United States, United Kingdom, Italy, Germany etc. with different themes. Over the time the boutique concept has moved to a highly individualized and specialized merchandise intended to a well defined and a narrow range of customers. In the late 1990s some of the European retailers expanded the boutique concept to a life style theme. These boutiques were termed as ‘concept stores and were specialized in cross-selling of different products under one roof without the use of separate departments [3]. These concept stores featured products ranging from very high prices to moderate prices dealing in only designer clothes and/or hand crafted fashions and/or trendy accessories and/or antique clothing [1]. The concept stores mostly carry products of different mix of brands and products [4]. These stores are facilitating partnerships to enable the concept, thereby securing in terms of total buying. Intention is to approach edges with the aim of creating â€Å"concept stores†. Concept stores idea would rather be the operation related to elite and highly specialized class. Below is the image of the Kisan concept store in the New York City [5]. But now a day this concept has been applied to the normally mass market highly expensive items which are intentionally made at small number to keep the uniqueness of the product. Today the concept stores run with a specific consumer in mind and having the different brands product in it which could be apparel ranges, books collections, jewelry, fragrances, furniture etc. The concept is exclusively (but not primarily) while it urges to the relationship between the customers and products quality. One of the first concept stores to open was ‘10 Corso Como in Milan, Italy. This was followed by ‘Colette in Paris, ‘Quartier 206 in Berlin. The concept of ‘concept store has not only confined to the fashion industry but has also moved to electronics with brands such as Apple, Dell, Microsoft etc. opening their concept store to showcase their latest innovative products. The concept of a concept store is very complicated and as mentioned above has been changing over time. The concept of these stores is also quite different in different locations. Hence there is always a discussion about the future trends of the concept stores. This paper is an attempt to discuss the solutions to such questions which are listed below: What is the concept of a concept store? What are the products and services offered in a concept store? How will be the customer experience in such concept stores? 1. METHODOLOGY The purpose of this report is to study the concept of a concept store. This can be possible only when a practical case has been studied. The aim here is present a practical case which can be well supported with theoretical studies from various literatures and sources. Hence Storm Fashion, a concept store in Copenhagen, Denmark was selected and a thorough study was carried out. The information about Storm Fashion was collected from various electronic sources. In addition to this the Storm store was visited and the owner Mr. Rasmus Storm was interviewed. Further, the customers of Storm Fashion were asked for their opinion and share their experiences. 2. STORM FASHION: Copenhagen city has lot to offer for fashion industry, though it is not considered to be among biggies such as Paris, Milan, London or New York. Copenhagen has got a lot of potential and this has been proved by the fact that several Danish designers have been employed permanently by international fashion houses [6]. Seeing the potential for the luxurious market several brands such as Prada, Max Mara, Chanel, Hermà ©s and Louis Vuitton, Gucci etc have opened their stores in the posh localities of Copenhagen. Today Copenhagen has established itself as a fashion metropolis of the northern Europe with several internal brands and concept store. This potential for luxurious and unique products was discovered by Mr. Rasmus Storm and with this boost he opened the Storm concept store in the year 1994 at Elmegade, the North Bridge, Copenhagen. In the year 2001 the store was shifted to St. Regnegade in the central of the Copenhagen city. The aim of Mr. Rasmus Storm was to provide world class unique products to his customers. Soon the Storm store was one of the most recognized and trend setting concept stores. It was one of the first stores to accommodate world class brands such as Thom Browne, Dries van Noten, Ralph Lauren, Comme des Garcons, Raf Simons, Chloà ©, Ann Demeulemeester og Haider Ackermann. He not only confined his store for only fashion products but also extended it wide selection of products such as beauty products, photography, DVD movies, music and books on art and fashion [7]. The storm store hold the products ranging from leading Danish and international designer brands, like several of them on often found in Copenhagen. Due to its uniqueness and its popularity Storm store has received the Danish Fashion Award for best retail space was given to Storm in spring 2008. Most of the products displayed in the Storm store are handpicked by Mr. Rasmus Storm who travels all over the world for the best and unique products [8]. The most important thing for the selection of products is networking where different designers and artists are met for inspiration. Below the products offered in the Storm store have be briefly described. 3.1 Mens clothes The clothing line has the designer touch of a classic, archetypal school quality in a simple and marked by seriousness, gravity, solemnity. The Store has leading brands such as Dior Homme, Burberry Prorsum, Dries van Noten, Gitman vintage, Junya Watanabes, Visvim etc. The collection is seasonal and also contains selected shoes and boots of brands such as Ring Wing, The original boat boots etc. Some of the products are show below 3.2 Womens clothes We can see the delicious classic touch like French Chloà © in the Womens clothing. The collection includes the delicate and special things belong to the exciting Belgian designer Haider Ackermann Colombian, Ann Demeulemeester Parisian misc/fashion duo Kitsunà ©, Swedish Burglar etc. Some of the products are shown below [7]: 3.4 Skincare and Magazines: Storm has and is always in touch with the latest updates from fashion and design world. Storm has books and magazines of Fantastic Man, Knick Knight, Nils Stà ¦rk, Stephen Sprouse, Albert Watson, Camouflage etc. Storm also offers pure skincare, hair care products from Bumble Bumble, Dover Street market, Mayday Mayday etc [7]. 3.5 Accessories: Storm also offers wide range of product for both men and women in the form of fragrances, eye wear, bags, lighters, sneakers, candles, watches etc. Storm offers very unique products such as Zippo X Ambush lighter (available in only 2 retailers in Europe), Mismo X Storm, Fat Cat Stuff X Storm etc [7]. 3.6 Store Appearance: The Storm store was designed by Leif Jà ¸rgensen from LLLP and he tried to combine the feminine and the masculine themes combined with the use of materials like glass and wood prominence. The central focus was to keep the store very clean with simple colors such as white, wood and black so the focus is on the clothing, other products and not the store itself. The interiors of the storm store can be seen below 3. ANALYSIS A SWOT analysis was done to analyze different factors that influence the performance of the Storm concept store. 4.1 Strengths One of the main strengths of Storm stores is its ability to showcase products which are unique and very diverse. With this uniqueness and diversity, the Storm store has earned an image which has earned its own individuality. Storm store does not seem to be like any other store but has its own unique identity and reputation. Another important strength of the Storm store is its leadership in the form of Mr. Rasmus Storm who has a great passion and vision. Mr. Storm is always travelling all over the world in search of new designers, artists and products [8]. The best example is the Zippo X Ambush lighter which Mr. Storm brought from Japan. Another strength of Storm store is products that are amalgam of soft and elegance touch. The store presence is also one of the driving forces for the customers to come in. Especially the interiors which are very clean and do not steal the focus from the products displayed. Another strength of the Storm store is the customer experience with a good rece ption. The stores personal is very warm and are always helpful in finding the right products for the customers [10]. 4.2 Weakness One of the main weaknesses of the Storm store is its webpage which is very limited with the information, products classification etc unlike the French concept store Colette which has got a very good webpage. A lot more can be done with the webpage as most of the customers today are tending towards the web experience of anything. The webpage also does not have the web shopping which is very unusual for a store like Storm. The webpage does not even keep the database of the customers and the customer choices which need to be addressed. Another weakness which was inferred from the customers is that the products sold are way too expensive [10]. Although Storm was established in the year 1994, it still has only one store. Keeping in mind its popularity and uniqueness, the Store can be expanded to other locations. The Storm store does not carry products from leading brands like Chanel, Prada, Gucci etc which it used carry a few years ago. 4.3 Opportunities Storm fashion has got a very good reputation not only in Denmark but also in Sweden, Norway, Germany etc. Even though it was established 15 years ago it has its presence in Copenhagen city only and has got a great potential to expand into other cities. Hence the store may be expanded into other locations such as Stockholm, Paris, Berlin etc. The webpage can be modified to accommodate feature such a product classification, virtual wardrobe, web shopping etc. Although the products offered at the Storm store are much diversified but there is still room for more diversification. This can be further explored. Storm Fashion is very high-end targeteting people with quite a lot of money, it would be nice if they had some less expensive stuff but still kept their profile as being exclusive and nice [10]. The Storm store can also focus on a few customers catering their choices and tastes and offer some very exclusive products accordingly. 4.4 Threats One of the main threats for the Storm store is the emergence of new concept stores in the Copenhagen city which tend to maintain the same exclusivity. A best example is Wood Wood store which is in the near proximity of the Storm store. Another common weakness is the counterfeit products. Although Storm offers very exclusive products, getting a counterfeit product is becoming very easy these days. The Economic crisis has also played its part in the Storms growth rate. Especially the fluctuating currency exchange rate of the Danish-Swedish kronor has decrease the customer buying from Sweden. Due to this Storm has been lost almost 15% of its revenues for the past couple of years [8]. 4.5 Key Success Factors Some of the key success factors of Storm have been listed in the table below: Key Success Factors LOW HIGH 1 2 3 4 5 Brand Value Product Range Advertisement Consumer Experience Web experience Leadership Price Range Growth rate In most of the cases the well designed strategic plan has the potential to integrate the performance of company. But low thoughts are given to implementing, accountability and executing for the success of business, while there are many factors which can be present as the key success factors for any business or for products. Based on the above discussion we can simply sum up the idea that the Storm store has a very good brand identity as compare to the other concept stores in Denmark. This is due to the product range they offer to their valuable customers, they have very reliable products which are decorated according to the consumers taste. Also Mr. Rasmus Storm kept this in such a great leadership that his store is now one of the famous concept store in Scandinavia and it has also won the best concept stores award in Denmark in the year 2008.The factor behind this victory is the uniqueness and product range but although they have unique stuff but with very high price that could be t he one the point which could go in the opposite way. Another portal where they are lacking is their web experience for their customers and same shadow covers the advertisement media. They must go for the new web features and easy customers interface portals to remain on the hype in this recession time. 4. CONCLUSIONS RECOMMENDATIONS: The Storm store has been very successful and there is still a lot more room for growth both in terms of sales and presence. To do so, there are some issues that have to be dealt with. 5.1 Web Experience: The webpage of Storm store is not very exciting when compared to its counterparts. Hence a lot more can be done to improve it. The first and the foremost things that should be done is the inclusion of the product catalogue which could classify the products into different categories. This will make the customer to search for the product he is looking directly without wasting lot of time. The other thing that can be done is the introduction of web shopping. Web Shopping is a process where the customer can log on to the web page and select his products and do the payment online, and then the products will be delivery to the location mentioned by the customer [11]. The web shopping business is growing very rapidly, a very good example for this the www.youheshe.com which is doing very good business. The web shopping can not only make people buy the products from their homes but also will allow the sale of products to the customers who cannot access the Storm store (Demographic advantage). The web shopping will also allow the customers to buy the products at whatever time they like irrespective of the store opening or closing times. Another significant thing that can be done is maintain the customer database. The success of business can be measured by the relationship with the customers, therefore the information technology systems have designed the online plate through with customers feedback and demands can be observed by day to day basis on growing in popularity. (CRM) Customer relationship management is not just a web application developed, but its an approach to know about the customers behaviors and their needs in term of creating the stronger relationships with them [12]. In other means we can use this CRM to interact with customers in effectively and efficiently manner. Nevertheless, successful CRM relies on the use of adequate technology. If this is considered for the Storm store, it can be implemented in the webpage which will allow tracking the customers choices and feedback. We will get the details regarding the customers choices, taste, mood and their buying capability so we can merge the collected data and get the better results. Once the customer login to the website and search for their products, it will enable the store to offer the customers with their preferred choices based upon their previous online behavior. This will obviously save the customers precious time and they dont have to search for whole products ranges while on the other hand customer will not get irritate by not struggling for the products they need. Using the internet and the CRM application we can also introduce a concept that has the potential of being the next big thing. Its called the ‘virtual wardrobe and if this works out it can very well be the competitive advantage over the internet for fashion brands seeking to increase their market base while at the same time keeping the exclusivity factor real [13]. This virtual wardrobe perfectly fits into the concept of the Storm store. The virtual wardrobe shall include the concept of keeping an online wardrobe of all the items that a customer has bought over the internet so that when a customer goes to buy a new product he/she goes into their online wardrobe and sorts through the items there to see which ones they have already bought so that they can choose another product that is according to their choice after seeing their wardrobe [14]. This way a customer online profile is made based on the choices that they have made of their clothes which can then be interpreted by pro filers of the brand to assess the characteristic of their client. This concept has a lot of potential in that it can seek to identify the personality of the customer based on their choices and from there the brands. This can also be used as a tool for gauging the loyalty of a customer according to the number of items that are present in the wardrobe. Customer satisfaction surveys can relate to the experience that the customer had when using this web application. The possibilities are endless. Its just a matter of using ones imagination. 5.2 Expansion Diversification: The Storm store has a great potential for expansion geographically. Given the required financial assistance, the Storm store can be expanded to other markets such as Stockholm, Paris, Berlin, and New York etc. The product line can also be diversified by collaborations with different artists and designers. It can collaborate with designers and artists from countries like India which is home for various culture, world class craftsmanship, music, literature etc. 5.3 Marketing: Marketing as a science requires a number of qualities that are an essential and integral to the success of the organization. Although marketing nowadays is a very broad term yet there are some aspects of marketing that are not taking a more interactive role with the consumer. Marketing does not mean spending a huge amount of money on advertising. There are many cost efficient ways of marketing. One of such way of marketing is the viral marketing. Viral marketing, as the name implies is word of mouth marketing where a group of people are told about a certain product, service, store etc and those people spread those words to different people there by creating a chain reaction. This will allow that product, services, store to become more popular. Viral marketing can be done in many ways and is influenced by many factors. The best way of spreading the good will is by shear customer experience. Once the customers come to a store and finds what they is looking for, then obviously they woul d recommend the store to their friends. This would make others interested in the store there by increasing the customer flow and sales. Other easy way of marketing the Storm store is with the help of Social Networking Sites such as Facebook, Twitter, MySpace, Orkut etc. A profile of the Storm store can be created in these sites and information regarding the new arrivals, discounts etc can be updated regularly. This will also allow the customers to write about their experiences, suggestions, feedbacks etc. This medium can also be used to meet the customers and know about their opinions. The Storm can even create a customer club where it can arrange different activities such as exhibitions, parties etc. This will keep the customers more loyal builds up a good trust towards the store. The Storm store which started off as a small store is now very popular among its customers because of its unique identity. This identity has helped it to become one of the well noted stores in the northern Europe. The leadership of Mr. Rasmus Storm has played a major role in the transformation of the store into a world class one. By implementing the above suggestion, the store and its identity can reach a larger customers and locations there by increasing the revenue and the brand identity.

Analysis of Tescos Online Marketing Strategy

Analysis of Tescos Online Marketing Strategy The Importance of online shopping in todays modern era is a fact that all organizations realize and amalgamate in their systems. The fast attractive, handy and approachable nature of online shopping is a revelation and must be said an incredible beginning to the innovations in the modern days. People can find what they need easily while surfing from the convenience of their homes, and they can search for varieties as well as look for desirable discounts related to different products. However, it is important to realize that there are certain cons related with the idea of internet shopping as some people still believe that internet shopping is more risky than traditional shopping due to the lack of opportunity to physically examine the product and the lack of personal contact. Goldsmith and Goldsmith (2002); Phau Poon (2000). The immensity of the potential of the Internet in business transactions is undeniable in the modern age (Cheung and Lee, 2006). However, like all other technology, the pros and cons of Internet as a business medium are also widely accepted by consumers as well as marketers, as while buyers can shop literally around the clock they may also have to deal with enormous amounts of unwanted information about products (Huang, Chung and Chen, 2003). Hence, the need to critically examine the viability of this medium is crucially important for founding basis of future business environment (Clewley, Chen and Liu, 2009). Indeed the most interesting feature of this new dimension of marketing and strategy-building is the behaviour of the consumers, which shows that online shopping the most popular purpose of Internet usage among common consumers (Forsythe and Shi, 2003). This has also increased scope of research on the subject of strategies used by firms in retaining customers through the Internet (Reibstein, 2002; Jiang and Rosenbloom, 2005), which are now much important (Ellis-Chadwick, Doherty and Anastasakis, 2007). Aim and Scope of the Research: The focus and scope of this research will revolve around Tesco which is one of the UKs retailing giants and enjoys a huge presence in the UK due to its wide scope network of retailing activities. This research aims at identifying and highlighting the marketing strategy of Tesco and the way it can cope with the industry norms and standards. The focus of the marketing strategy will be on the e marketing or digital marketing framework applicable in the industry and how Tesco can use the internet to market and sell its product along with widespread promotional campaigns and identification of the buying behaviours. It is important to realize that Tesco being a huge retail industry in the United Kingdom has a huge responsibility on its shoulder in order to cater to the needs of its customers who are the key stakeholders in Tescos marketing strategies. SMART Objectives: Specific Measurable Achievable Realistic Timed The Aim of this research shall be relevant to the SMART objectives OBJECTIVES OF THE RESEARCH: The Primary objective is to make the consumers of the Tesco products beware of the online marketing tool. Another objective is to measure the performance of the online profiling through internet surveys and consumers analysis of the products. Make efforts to increase the internet consumption through online marketing tools and advertising through a wide range of media players. Making a timely and budgeted forecasts of the efforts needed in internet marketing and the tools that are required for the effective internet marketing. Making realistic goals related to the efficiency of the marketing strategies and their effectiveness in bringing the internet to the consumers door step. Research Questions: Following are the proposed research questions for the study: How has IT helped Tesco in strategic customer retention over the years? What are the key determinants of success for Tescos online marketing strategy? What are the fundamental elements of the e-marketing strategy of Tesco? What are the future prospects of online marketing for Tesco? Primary Research and Data Analysis: The primary research will be done through interviews and questionnaires that will focus on how the consumers think about the online shopping and what motivates and influences them to shop online from Tesco.com. The data analysis will be done in order to gain influential insights into the marketing strategies of Tesco and online marketing strategies and what should be done to impact the international arena. Realizations of the buying behaviours is always crucial when doing the primary research as we will study in this literature that buying behaviours varies with respect to the demographics as well as it influences the external environment. This is also very significant due to the marketability of the tesco products as well as knowing that some people are not particularly confident while buying online while others prefer to buy online. CHAPTER 2: LITERATURE REVIEW Tesco being the leading food retailers in the United Kingdom and Ireland has its branches all over the UK. The company excels in the provision of quality food items and other retail households. The companys annual online sales exceeded an overwhelming $ 5 billion where as Tesco.com is known as the worlds largest online grocer. The customer base that is attracted by Tesco is a little less than 1 million and more than 250,000 orders that are being completed each week. The company has a very effective and integrated supply chain that consists of 1900 vans that operate and approx. 300 stores and 9000 pickers. The company dominated in the offline and online grocery market and has looked for other areas that need expansion, with a market share of UK retailing being 12.5%. The main competitor of tesco in the retail industry network is Asda, Morrisons, and Sainsbury. The Asda , that is owned by the US corporation Wall Mart since the year 1999 is the only super market that has been a major co mpetitor for Tesco. Wall Mart being the biggest food chain in the world has the annual sales that is eight times that of tesco, where as the clothing firm own by ASDA known as George provides a diverse range of clothing in the UK and there are plans for the company to takeover Matalan, i.e. the giant clothing and home furnishing store. The other major competitors to Tesco are Sainsbury that used to be the UK s biggest grocer until 1995, when Tesco emerged as the leading grocer. However, despite the drastic declines in the performances of Sainsbury it is known that ASDAs share being 16.6% compared to Sainsburys 16.22% i.e. not far behind. However, there are seemingly diverse growth opportunities for Tesco in the retail industry as Tesco believes that if there is any market share left there is also a potential for growth and expansion. In order to have a detailed and proper understanding of the online marketing policy as an analyst or a practitioner it is important to have a detailed study on the choices made by the organizations and also have an understanding of their behaviours. Shapiro, J.C hoque,K Keesler, I Richardson, R (2008). There are also some challenges faced by the company in online selling i.e. how to succeed without having huge expenses. The course of this literature will focus primarily on the online marketing strategies for Tesco, but it is foremost and important to discuss the technological drivers of change in the process. This is a fact that the UK internet penetration was almost 64% and the Irelands internet penetration was almost 51% , however, these results make very clear statements for new an d emerging online shopping markets. The company also relishes creating a valuable and sustainable supply chain, however, the company didnt have to change its supply chain due to its new strategy, but there was a need for more to be done in the area of online marketing. Tesco also defined and redefined the customer needs and also expanded the range of products being offered online and fulfilment of the needs. This new strategy also helped tesco immensely in the expansion of the product line without making any drastic changes. 2.1 Digital Marketing: Tesco can use digital marketing with good effect to add value to the marketing strategies and promotional benefits. Although the company has a huge global presence but the growing age of the internet as a medium can be used much more effectively by the company. They can e-market and launch their upcoming products and sell it with a bigger and better effect. They must also look at the competitors digital marketing strategies and analyse the pros and cons of e marketing as a tool. The global companies like ASDA, Sainsbury and Morrison are competitors of Tesco and they have a global presence as they use digital marketing with huge effect. 2.2 Creative Marketing: Marketing itself is a very creative and innovative field with various applications and implications. However, creative marketing is something different and innovative than any other type of marketing. Tesco being a global brand has a big brand name as well as a brand image. To maintain this company must influence its marketing team to be creative and innovative by bringing various dimensions into the marketing strategies. Creativity will bring more enhancements and attractiveness into the diverse range of products that the company deals in. They can also bring competition in creativity by selling best ideas and rewarding those ideas accordingly. Creativity always influences the customer and selling strategies always lay a desirable impact on the sales and productivity of any firm. This literature will discuss how digital marketing and creative marketing aspects can be used by Tesco to influence the buying behaviour of their customers and target a huge audience. Online marketing is the best way to attract customers and have efficient and effective marketing strategies that will be sustainable for the companys growth in future. Its important to realize that marketing is a very tactical and at the same time somewhat technical approach to bringing customers closer to the brand and creating a brand image as well as an influence in the eyes of the key stakeholders i.e. the consumers. Hence it is critical to understand the consumer behaviour and how the customers influences are affected by the change in the companys strategy. A customers loyalty is significant to achieve milestones and targets that are influenced by goals and agendas that are critical in the longer run and demonstrates a significant thinking of the behavioural aspects of the consumers. The Importance of Brand Identity: Brand identity is one of the crucial elements in the value that a brand creates in terms of its marketability, accessibility, and competitiveness. Brand identity is a firms most valued assets that it can capitalize on to have profits for long periods as an identity is the most basic investment that a company makes to establish its brand image. A brand identity has a lot to do with the online marketing and promotional aspects of the company like the calibre and stature of Tesco. Attracting customers towards a specific brand is not the only way a company can take advantage of its brand image; it has also to focus on a strong employers brand. In totality it is important to realize that companies always capitalize on their initial marketing strategies, promotional campaigns and investments they make in their brand. Branding is a marketing strategy for creating, nurturing and even fostering the development of relevant and appropriate brand value propositions Abimbola, T Kocak, A(2007). Fig 1: Brand Image Model Consumer Behaviour: The consumer behaviour is the relation with the consumers responsiveness and their attitudes. It has to do with the consumers reaction to the different products that are being launched in the retail industry (Tesco) and the products that are more famous amongst the consumers. There is a relation to the demographics of the environment i.e. the composition of the age, sex, age groups, location and cultural diversities. Companies these days have become more and more feedback oriented. Lerman, D (2006) with the help of customer satisfaction surveys and questionnaires. Consumers perceptions may differ from loyalty because of ignorance or lack of salience of origin. Consumer behaviour is basically the identification of consumers attitude towards a specific brand and as according to MacInnis, H(2007) attitudes are important because they guide our thoughts i.e. the cognitive function, influence our feelings, i.e. the emotional intelligence and also affect our behaviour i.e. the cognitive function. Whatever the consumers of a certain product or influencing class decides which ads to read, whom to talk to, where to shop and where to eat is all based on the attitudes and their personal likings. This fact is similar in the case scenario of the all important retail industry where the trust factor is important as people most often dont trust the least known or not well known brands in the industry. Online marketing can play a very significant role regards to the key aspects concerned with consumer behaviour and consumer dynamics and it is critical to realize how the consumers think of a specific brand and its branding significance related to the industr y. Market Segmentation: Market segmentation is the defining and sub dividing a large common that into segments that are clearly identified and has similar requirements, and demand characteristics. These segmentations are made according to the diversities in the culture and the geographical norms. The four factors that has the most effects on the market are the clear identification of the segments, a measure of its effective size, accessibility through promotional efforts and appropriateness to the policies and the resources of the firm. The four basic market segmentation strategies are based on behavioural, demographic, psychographic and the geographical differences. Behavioural Intentions Behavioural intentions have a huge amount of significance regards to the behaviours of customers in terms of a brands image and its significance. Attribution theory is concerned with all the aspects of assigning casual inferences and how these particular interpretations influence behaviours. Swanson, S.R Davis, J.C(2003). The behavioural approach has a generalized focus on the market share, brand allegiance, exclusive purchase, and elasticity and/ or price until switching. Both the behavioural and the attitudinal approaches are have been given heavy criticism while the attitudinal approach has focused laid on the attitudes , the loyal and the disloyal acts , the brand preference of the consumers and the probability of purchase. White, C Yu, Y.T(2005). In the paradigm of the online marketing tools it is desirable and most significant to realize that how the behaviours and marketability aspects of the Tesco online products are grasped, evaluated and monitored by the consumers. Customer Satisfaction: Customer satisfaction holds vitality regards to the branding strategies as customers are the end users of a product. Customer satisfaction can be achieved through absolute customer focus and customer retention that can only be achieved if the needs of the customers are catered keeping in mind the productivity and brand loyalty aspects. According to Caruana, A(2002) the expectancy/ disconfirmation in the process theory provides a vast amount of satisfaction studies that rely heavily on expectations, performance ,disconfirmation and satisfaction. Fig 2: Customer Satisfaction model The above model for customer satisfaction shows the customer as the mediator between the service quality and the service loyalty aspects that are involved in a customer and their relationship with a company. Customer acts as a backbone to the branding strategies of a company as the customer are the opinion makers regards to brand significance and its vulnerability in a market.