Gunsmoke and the Old-West Lawman :: Television Media TV Essays

Gunsmoke and the Old-West Lawman The classic radio show "Gunsmoke," was the epitome of old west drama. Set in the frontier town of Dodge City during the 1870's and 80's, Gunsmoke followed U.S. Marshall Matt Dillon through his many adventures. Matt Dillon was the embodiment of the stereotypical lawman of the old west. He is set apart as an old west hero by his independence, self-reliance, and sense of justice. Matt Dillon works as an independent law-man. In our modern times we are used to policemen who work interdependently of a greater police force. In the old west however, the independent enforcer prevailed. As you listen to the episodes of Gunsmoke, you realize how much Dillon typifies the persona of a lone hero. With the only assistance coming from his deputy Chester, Dillon acts as the lone voice of law and reason. This independent attitude makes Dillon be self-reliant. When it comes to dealing with outlaws, he relies on his own intuition and expertise to solve the situation. In one instance, Dillon is trying to find an outlaw, but when he finds him he realizes that he has actually "gone straight." He finds this by talking to him and seeing his new character. Just like in this situation, being an independent law-man requires him to rely on his senses and abilities to take care of any situation that might arise. What really sets Dillon apart as a great old-west hero is his keen sense of justice. Even when his own life is on the line, Dillon never wavers from his responsibilities of justice. One day somebody comes into town looking to kill for the person who killed his father. It turns out that it was Dillon who killed him. Instead of trying to protect himself however, he does everything he can to simply talk to him and make him see the reason that his father died. Moreover, he correctly identifies the real criminal. Through his own investigative judgment, he deals with a situation that could otherwise prove to be dreadful and appalling. The typical lawman is personified in the character of Matt Dillon. The old-west lawman might not have necessarily been as respectable as Dillon, but the old-west stories have been mythologized to create this typical character. In essence, Dillon stands for the virtuous elements of the old-west, and carries them out in his daily life.

The Florida Everglades Essays -- Geography Environmental Nature Essays

The Florida Everglades The Florida Everglades have been adversely impacted for decades because of human attempts to control this historical ‘River of Grass’. The reason for our insistence on attempting to control and manage the area can be defined in one word: water. There has always been plenty of water available within the Everglades’ ecosystem, but no logical way to extract it. Our extraction efforts eventually led to devastating results. My paper will focus on the initial policy and practices involved in the extensive downgrading of this once biologically unequaled ecosystem; as well as discuss recent policy initiatives that have been implemented in order to restore the Everglades to its once magnificent status. I will attempt to define the pertinent issues, priorities, actors, and instruments, as well as discuss lessons that can be taken from this case study. Background In its natural state, the South Florida ecosystem was connected by the flow of water south from Lake Okeechobee through vast freshwater marshes, known as the Everglades, to Florida Bay and on to the coral reefs of the Florida Keys. The Everglades covered approximately 18,000 square miles and were the heart of a unique and biologically productive and unique region, supporting vast colonies of wading birds, a mixture of temperate and tropical plant and animal species, along with abundant coastal fisheries. These exceptional natural resources were nationally recognized with the establishment of Everglades National Park in 1947. In 1948, Congress authorized the Central and Southern Florida Project in response to a series of devastating floods that had occurred in the area. This project authorized the Army Corps of Engineers to provide: flood control;... ..., for the undertaking would be too great for either to accomplish alone. References 1) A Comprehensive plan for the Restoration of the Florida Everglades; United States Department of the Interior; January 19, 1996. 2) Restoring the Everglades, an American Legacy Act; Committee on Environment and Public Works, One Hundred Sixth Congress; July 27, 2000. 3) Derr, Mark; Some Kind of Paradise; William Morrow & Company, New York;1989. 4) Glenn, A. Adam; ‘Birthday Gift for the Glades’; ABCNEWS.com; December 2000. 5) Maddox, Jennifer; ‘House Panel Chairman: Everglades Restoration ‘going to go forward’’; Naples Daily News; March 2000. 6) Martin, John; ‘Who’s in Charge: Few Results from Massive Everglades Restoration Project’; ABCNEWS.com; April 2000. 7) Phinney, David; ‘Restoring the Everglades: Congress Must First Pass Plan’; ABCNEWS.com; July 2000.

Alice Walker :: Biography Biographies Essays

Alice Walker Alice Walker, one of the best-known and most highly respected writers in the US, was born in Eatonton , Georgia, the eighth and last child of Willie Lee and Minnie Lou Grant Walker. Her parents were sharecroppers, and money was not always available as needed. At the tender age of eight, Walker lost sight of one eye when one of her older brothers shot her with a BB gun by accident. This left her in somewhat a depression, and she secluded herself from the other children. Walker felt like she was no longer a little girl because of the traumatic experience she had undergone, and she was filled with shame because she thought she was unpleasant to look at. During this seclusion from other kids her age, Walker began to write poems. Hence, her career as a writer began. Despite this tragedy in her life and the feelings of inferiority, Walker became valedictorian of her class in high school and received a â€Å"rehabilitation scholarship† to attend Spelman. Spelman College was a college for black women in Atlanta, Georgia, not far from Walker’s home. While at Spelman, Walker became involved in civil rights demonstrations where she spoke out against the silence of the institution’s curriculum when it came to African-American culture and history. Her involvement in such activities led to her dismissal from the college. So she transferred to Sarah Lawrence College in New York and had the opportunity to travel to Africa as an exchange student. Upon her return, she received her bachelor of arts degree from Sarah Lawrence College in 1965. She received a writing fellowship and was planning to spend it in Senegal, West Africa, but her plans changed when she decided to take ajob as a case worker in the New York City welfare department. Wa lker later moved to Tougaloo, Mississippi, during which time she became more involved in the Civil Rights Movement of the 1960s. She used her own and others’ experiences as material for her searing examinations of politics. She also volunteered her time working at the voter registration drive in Mississippi. Walker often admits that her decision not to take the writing fellowship was based on the realization that she could never live happily in Africa or anywhere else until she could live freely in Mississippi. Walker found the love of her life in 1967, a white activist civil rights lawyer name Mel Leventhal, and they were married in 1967.

International Foundation Year Macroeconomics Essay

Question 2a) Explain the meaning of the term ‘inflation’. Along with the development of society more and more problems are brought to our attention, one of which is that ‘inflation’. Nevertheless, with the advance of the human civilization, the living standard increases gradually so the price index and Retail Price Index (RPI) rise gradually as well. Deep down, ‘inflation’ means a persistent increase in all money prices over a period of time which is generally considered to bring costs to society is the form of material, political and psychological costs. Also, the increase must be sustained at some rate before there is inflation and when the price level increases steadily over time. ‘Inflation’ that is to say, it is decrease in the purchasing power and all money prices to the same extent. In economic, inflation is measured as a percentage change in the PRI over a given period of time, for example, if the RPI increases from 100 to 200 in a year, then inflation is said to have increased by 20% that year. In the UK, the Retail Prices Index is most commonly used measure of inflation. Because RPI is measure the cost of living index, it can reflex the money price level such as through the changes in the prices of goods in the shops by households. From the figure 1 illustrate, which show the inflation from 1.9 per cent in 2001 to 3.2 per cent in 2003. Obviously, the inflation rate in UK has increased 1.3 per cent from 2001 to 2003 under the RPI. Nevertheless, in the USA, the Consumer Prices Index (CPI) is usually used to measure of inflation. In addition, GDP deflator can measure the average level of prices as well. Definitely, inflation is either great or slight fluctuation in each year. In economic, creeping inflation and hyperinflation are represent inflation as well. Actually, hyperinflation similarly as inflation but the meaning is quiet difference. Hyperinflation means extremely rapid inflation and the price increase so fast that money largely loses its convenience as a medium of exchange. However, creeping inflation is at moderate rates but persevering over long period. Annual Inflation Rates in UK – 12 month % change Figure 1: Source: Office for National Statistics To avoid inflation and low inflation, this is a Macroeconomic Policy’s objective for a long time. This policy tries to affect the overall performance of the economy. In fact, people have an aversion to inflation. Due to inflation would cause costs of inflation and a number of influences, for instance, redistributions effects, uncertainty possible harming for long-term investment reduces the welfare of people, inflation tax, Balance of Payment, unemployment, damage a country’s competitiveness and create menu costs. Inflation indeed is a positive rate of growth of the general level and it is closely related to the unemployment. Question 2b) Distinguish between demand-pull and cost-push inflation. In economics, demand-pull and cost-push inflation are completely difference. Moreover, they are played a principal role in each nation economic as well. Demand-pull inflation is contrasted with cost-push inflation. Demand-pull inflation means the price increase is transmitted from one sector to another but cost-push inflation means the wage increase is transmitted from one sector to another. Actually, demand-pull inflation describes how inflation starts and cost-push inflation describes why inflation once begun is so difficult to stop. Fist of all, demand-pull inflation is also call demand inflation. It exist is due to excess demand. It means that the resources are not completely sufficient the different regions and sectors of the economy. Demand inflation means the higher aggregate level of activity, the large proportion of areas and industries which experience excess demand for goods and labors of various sorts. Generally, we can know that increase in aggregate demand will cause higher prices and it bring to the society of cost inflation as well. However, cost-push inflation is reverse of demand-pull inflation. Cost inflation is due to increase the factor input cost such as imported goods and raw materials so that cause to raise the prices or wage rates round the economy. Basically, the costs increase would cause the manufacturer to raise prices, soon afterwards, increases in prices cause workers to demand higher wages as well. So the cumulative effect of all these processes cause of passed on in higher prices to consumers and the cost-push inflation is extremely difficult to stop finally. Question 2c) Suggest how a government might tackle inflation. In economics, there are four ways of dealing with inflation. Fist, government can adopt tough incomes policies to keep inflation under control. Second, government can through institutional and constitutional reform to tackle inflation like as fiscal and monetary policies. Third, government can adopt indexing deal with inflation as well. One of the suggestion might tackle inflation is incomes policies. The aim of incomes policy is the attempt to influence wages and other incomes directly. The methods included jawboning, wage-price guideposts, wage-price controls and tax-based incomes policy. Generally, jawboning means the government uses verbal admonitions against those who want to raise the prices of their products. For example, the supermarket in UK cannot increase the prices for all of goods under the government use verbal admonitions against. In addition, wage-price guideposts can restrain the inflation similarly, the government may set up standards for permissible wage and price increase for the private sector to follow. For example, the government may intentionally reduce the wage increase for civil servants so that encourage other employers to control wage increase as well. It can curb inflation efficiently. Moreover, the government can use tax-based incomes policy such as allow the private sector lower taxes for who follow the guideposts and rise taxes for those who violate them. Furthermore, the government may use wage-price controls or freezes may lead to non-price competition. Basically, the government use of wage and price controls can keep prices and wages below their equilibrium levels. From the above, there are a number of goods suggestions for tackle inflation in income policies for the government. On the other hand, the government may change laws and institutions to make it hard for inflation to emerge. Actually, this way takes a long run view because it is not to concern with the temporary costs of first getting inflation down. Nevertheless, the objective is control how to keep inflation down. So the government can through controlling the Central Bank to pass a law permanently restricting the rate of nominal money growth to. Obviously, once the Central Bank going to rise in interest rates, the aggregate demand going to down naturally. After that, the inflation rate can be controlled finally. In addition, unemployment get a closely relationship with inflation, government can adopt the fiscal and monetary policies to curb inflation at the cost of higher unemployment. As we know, once the country have a higher inflation rate so that lower unemployment rate will be accompanied. Conversely, once the country have higher unemployment rate, the lower inflation will be emerged. But this trade-off focuses attention on aggregate demand and disregards aggregate supply. From figure 2c, which express the price level decrease from P1 to P2 due to the Central Bank increase in interest rates, there is evidence that once increase in interest rates would cause to decrease the aggregate demand as well. To put it more simply, there is also indication that rise in interest rates may exert a downward pressure on prices. Figure 2c: A rise in the rate of interest effect. Third, the government can adopt indexing to tackle inflation. Whereas indexation might automatically adjusts nominal contracts for the effects of inflation, any unanticipated inflation and inflation effect can be tackled. For instance, wage rates, pensions, interest payments on bonds, income taxes and many other things can be indexed in this way. Indeed, the purpose of indexing is to reduce the social cost of inflation. However, everything has a good side and a bad side, and indexing is no exception. Some economists worry about that people would diminish the confidence combating inflation even all prices and terms in contracts will be adjusted according to the price index. Historically, indexation has already been introduced in countries that have had to live with inflation rates of 30 or 40 per cent for years. Finally, there are many ways might tackle inflation for government. Income policies, institutional and constitutional reform with fiscal and monetary policies and indexing are the process to tackle inflation efficiently.

Perfume Behaviours Essay

Abstract: Wearing perfume has been becoming more popular among young ladies. There are thousands of perfumes in market and each young lady buy perfumes concentrate on different factors. Such as aromas, package, advertisements and so on. Therefore, this piece of research is to survey the key factor for consumers buying perfumes. This research is conducted by Qualitative Research and Secondary research. Qualitative researches are Elite Interview, Generic Interview and Observation. It used to prove my hypothesis is reliable and this research is ended with some recommendations concern with this research. Background: As perfume is regarded as one of the biggest Fast Moving Consumer Good (FMCG), revealed by 1371 different types of perfume are sold in Selfridges & co and annual global perfume industry sales revenue was $27.5 billion. Also data shows number of perfume brands carried by US department stores increased from 756 to 1160 between 2002 and 2010. (Statistic Brain, 2012) One short movie shows that when Marilyn answered a question in an interview about:† What do you wear to bed?† She said:† Just a few drops of N °5!† (Chanel2012, 2012) For some females perfume it seems like a cloth and plays an essential role in women’s daily life. Wearing a special fragrance can be one of life’s great personal pleasures. Perfumes can evoke memories, to transport you to another place, another time. Perfumes can make you feel sexy, flirty, and happy. (PR, 2012) The research shows the great Valentine’s Day gift is perfume. Mary Ellen Lapsansky, Vice President of The Fragrance Foundation said: â€Å"One drop of fragrance can say it all, do it all.†(PR, 2012) However, how can consumers decide which perfume to choose? Which factors can influence the user for purchasing perfumes? There are a huge amount numbers of advertisements in market. It seems like that advertisement or other commercial actions guide consumers to buy perfumes. Take Chanel No.5 as an apt example. In the 1990s, report reveals more money spent advertising Chanel No.5. It has been estimated, last year, that more than $20 million is spent annually on marketing for Chanel No.5. In last year the sale revenue for Chanel No.5 was â‚ ¬1.809 billion. (Nessymon, 2012) We have to acknowledge that there are many factors in mind of users which induce them to purchase a particular perfume. Some of these factors are aroma, price, packaging, brand loyalty, quality and habit. Therefore, the prime objective of my study is to analyze the effect of various factors on buying behavior of users. Methodology: This research is conducted by Qualitative research. Qualitative research methods contained three parts: Elite interview, Generic interview and Observation. Firstly, 1 sale person at Churchill Square in Brighton and two more sale people at Selfridges & co has been interviewed with some questions about what are the factors will influence the user for purchasing perfumes and their personal view on the hypothesis of this research has been asked. Secondly, 20 female consumers at Selfridges & co have been interviewed by Generic interview with their opinion on user buying behavior towards perfumes and agree or disagree with the hypothesis. Furthermore, an observation had carried out at outside of Churchill Square, which observe the number of women who were wearing perfumes out of 50 women who passed by the door of Churchill Square. In the meanwhile, their age ranges were being observed. Results: Results of observation: Outcome of observation outside of the Churchill Square was 31 out of 50 passers-by who is women wearing perfumes. Their age is that it looks like among 15-year-old and 30-year-old. Results of generic interview: The following picture gives the information of generic interview with 20 respondents about rating of importance factors when you purchase a perfume. The rating is from 1 to 5(â€Å"1† for least important and â€Å"5† for most important) with six factors (Aroma, Price, Packaging, Brand, Quality and Habit). [pic] It obviously shows that 17 respondents think aroma is one of the most important factors will influence their purchasing decisions, while only 1 person think fragrance is not an essential factor. Most Respondents think price may influence their decisions but not quit essential, therefore most rating gather around 1,2and 3. Both 12 respondents rate 3 and 4 for packaging and habit. Last, most people rate 4 and 5 for both brand and quality. [pic] This pie chart reveals that 57% of respondents will be influenced by discounts or free gifts, while another 43% are in the other side. [pic] As can be seen from the above picture 6 respondents consider samples of perfume counters not influence their choice, but 9 more respondents consist samples of perfume counters can or may influence their decisions. Then there are 10 respondents consider advertisement or brand ambassador can affect their buying behavior and one more respondents do not think so. Last, all my respondents use the famous brand perfumes, like Chanel, Dior, YSL, Givenchy†¦Ã¢â‚¬ ¦ Results of elite interview with three sales people: Three sales people are interviewed with question about what will influence consumer buying behavior. Three of them are all thinking aroma is important. Consumer is not going to buy something that smells bad. Scent is a powerful tool for beauty brands, especially for perfumes. Additionally, they all think that most consumers are not care about the price of perfumes, because they think perfume plays a role of necessities in most people’s daily life or most consumers buy it as a gift. Then, one of them mentioned ingredient is important. Whether is this perfume suitable for sensitive skin persons or not. Besides, one of three think beautiful package, advertisements and brand story are all including commercial way, it has impact on sale numbers but not very essential, especially for same level brand perfumes. While, another two sales trust advertisements or brand can influence consumers buying decisions. Furthermore, one of them mentioned color of perfume also is a factor for consumer buying towards perfumes. Some consumers will come and say they want to have a perfume with green color or they need a yellow one. They do not think free gifts can influence consumers’ decisions. One of them said when a consumer buy a perfume, he or she always can get a huge number of perfume samples. But discounts can attractive more consumers. Discussion: All the above the analysis, the hypothesis is true. There are various reasons may influence the user for purchasing perfumes. No doubt, aroma is important. Consumers are not going to buy bad smell beauty product. Scent is a powerful tool for beauty brands, especially for perfumes. Besides, Scent can directly affect the mood of consumers. Nobody wants to buy a bad fragrance perfume and lead them into a sadly mood. Marketing is another cannot be ignoring factors. Almost half per cent respondents think advertisement or brand ambassador would influence their decisions. Also perfume companies invest much money on advertisements and take many actions build brand loyalty. In addition, all my respondents are all use perfumes with famous brand. Like Chanel, Dior, Givenchy, YSL. It reveals more investment on advertisements attract more consumers. But competition for same level brand. When you go to Harrods which is a very famous shopping mall located in London and all perfumes show in Harrods are famous with high quality. If before go there you do some research and want to buy a perfume which is one famous singer uses or is a very world-known brands. Sadly, you forget the name of the brand or the package of perfume. You also can pick up one suitable perfume without that information when you walking around the perfume gallery. Perfume is not same as clothes or shoes. People do not need follow fashion trend to buy perfumes they just need choose one most suitable one for themselves or pick up one suitable perfume use in a suitable atmosphere. However, there are some fans will buy same perfume as their favorite singer or actors due to they want to closer with their idols. Thus, marketing is secondary. Except aromas and marketing, there are other factor has effected on buying behavior towards perfumes. 23% respondents never change the brand of their perfumes shows that habit has the impact on buying decisions. 41 per cent of respondents change perfumes seasonally reveals that weather, life experiences or mood may change people’s taste or necessary of different fragrances. Additionally, age is one of other factors. Like many young ladies may choose the Chanel but many older ladies prefer the old brand perfumes. Color of perfume also can change consumer’s buying decisions. If my packaging and claims are â€Å"blue†, does my product smell â€Å"blue†? Successful products make these full-circle sensory connections clear to consumers. Price is not a sensible impact factor and free gifts or discounts may increase volume of sales but is small. Therefore my hypothesis is true. Fragrance is key factor for purchasing and marketing is secondary. However, it also exits many other factors can effect consumer buying actions. Conclusion: This research is reliable. But it exits several problems in my research. Firstly, I do the observation at weekend and outside of a shopping mall. Some people just use perfumes during workdays or use it only at weekend. Besides, I may neglect someone who is using a real pale fragrance. Thus the data is not very precise. Actually, I need take a quantitative research. Secondly, my research did at Selfridges & co and Churchill Square. Both of these two shopping centers are for high shopping level consumers. It means most respondents have similarity economic background and most of them use perfumes of luxury brand and do not really care about price or quality (as quality is the same). They also may more concentrate on brand story. Last, the distinct buying actors towards perfumes can vary from different culture background and different countries. However, this research is reliable due to the result collected would be same or similar if another research with the same hypothesis is carry ou t. Recommendation: For my research, I should do a quantitative research. Such as do an on-line survey. My observation should not only do outside a shopping center at weekend, I need do more at different locals and time. For perfume companies, we have to acknowledge that aroma is a key factor for consumers. Marketing (advertisement and brand ambassador) for perfume is secondary important. Although it not as essential as the clothes, shoes or other fashion products. As my first research is based on perfume of famous brand, it shows advertisements have tiny impact on product sales. But for lower brand it may opposite. Thus, I should do further research including diverse levels of brand. Then perfume manufactories should distill perfume from natural intergradient. They should take some actions related color of perfumes and package to fragrances of perfumes. This piece of research shows young ladies whose age between 15 and 30 buying behavior towards perfumes, but females on distinct ages with diverse life experience may have different consuming actions. I need collect information from wide age period. Bibliography: ‘A SENSORY JOURNEY: FRAGRANCE IN BRANDING’ 2012, Global Cosmetic Industry, 180, 5, pp. 48-54, Business Source Elite, EBSCOhost, viewed 1 December 2012 Chanel (2012) Marilyn and N °5 – Inside Chanel Available at: http://www.youtube.com/user/chanel?feature=results_main (Accessed date: 2012/11/27) PR, N (2012), ‘Going shopping for a fragrance? Don’t know what to choose? Let the Certified Fragrance Sales Specialist be your guide’, PR Newswire US, 21 June, Regional Business News, EBSCOhost, viewed 1 December 2012 PR, N (2012) ‘The Great Valentine’s Day Gift Dilemma: Question: What Gift Says It All, Does It All, in One Pretty Package? Answer: Fragrance, Fragrance, Fragrance’, PR Newswire US, 2 February, Regional Business News, EBSCOhost, viewed 26 November 2012. Statistic Brain(2012) Perfume Industry Statistics Available at: http://www.statisticbrain.com/perfume-industry-statistics/ (Accessed:2012/11/28) â€Å"FRAGRANCE FOCUS† 2012, Global Cosmetic Industry, 180,8, p.12, Business Source Elite, FBSCOhost, viewed 1 December 2012. Nessymon (2012), Analyzing Advertising: Chanel No.5 The Film Available at: www.nessymon.com (Accessed: December, 2012).

John Proctor †the fair and noble character Essay

The novel The Crucible by Arthur Miller is about witchcraft and the accusations of witches in Salem, Massachusetts. One of the main characters in the story, which happens in the spring of 1692, is John Proctor, a farmer in his middle thirties. He is married to Elizabeth Proctor. It is not directly said, but they have at least two sons and a servant named Marry Warren. Because Proctor seems to be very religious, he really loves his wife and he confesses his affair with Abigail Williams to Elizabeth; furthermore he later refuses to be with Abigail, this makes him a very fair man. First of all, the protagonist John Proctor seems to be religious, in view of the fact that when he is taken to jail he does not defend himself at all; he simply accepts that he did something wrong and he can live with that. This makes him religious, because he does not want to harm the Ten Commandments. He writes a confession that he has seen the devil and that he was the only one. He even signs this paper, but as soon as Deputy Governor Danforth asks Proctor to give the confession to him, Elizabeth’s husband refuses and tears it up. On the one hand he does that, because he thinks that his name cannot be taken away from him; on the other hand he knows that the paper does not tell the truth. He rather wants to be hanged than to live with the thought that he has lied to the church. This is a very strong and self-confident consideration. Another proof that John Proctor is fair can be seen in his former affair with Abigail Williams, the servant to the Perris-household. She was once in love with him, but they broke up because Proctor realized that he really could not afford to be in love with a girl while being married and having children; this makes him being fair to his wife as he does not want to hurt  her. Later when Abigail threatened to tell Elizabeth about their affair he wisely chose to tell the truth to his wife. He refused not to tell her earlier, because he did not want to hurt her. It is discovered in the last act that their relationship is so strong that she forgives him. Telling her about his affair so late is probably not the best solution, but it is certainly better than saying nothing, so that Elizabeth finds our on her own. A further indication that John Proctor is fair would be that he remains strictly faithful to his wife once he realized that having affairs while being in love with someone else is a bad conception. So when Abigail later comes to Proctor to ask him for continuing their relationship the protagonist refuses. He cannot do this to himself or to his wife. Otherwise he would commit adultery once more. Again, this makes him being fair to his wife. In conclusion one can say that the character John Proctor is a quite fair person. After he realizes some things–for example, having an affair is not the best while being married–he tries to do the best for himself and the people around him. This includes no voluntarily contact with Abigail. They only talk when he tells her that he cannot or does not want her anymore. Finally he pays with his life for committing adultery. This action is one of the most expressive acts in the whole play. John Proctor is a good and noble man and because of this he believes that he can’t be hanged and die a martyr when he has this sin blooming over him every waking moment.

Marketing Plan for Sierra Nevada Brewery

The purpose of this document is to create a marketing plan for Sierra Nevada Brewery (SNB); specifically, developing a plan to expand the product line depth by launching a new product variation that incorporates Sierra Nevada’s traditional ale, with the flavor of blackberry. First, objectives are clearly established, followed by a situational analysis using a SWOT protocol. A market analysis is performed based upon the STP procedure, which directly leads to the marketing strategy. Financial projections are provided, along with strategy to implement the marketing plan, which leads to the final segment; evaluation and control metrics, which will be used to analyze the efficiency and effectiveness of the marketing plan.SNB is a financially strong company, as represented by research and their ranking as the #2 producer of craft beer in the United States. They have positioned themselves as being an elite craft beer producer by using high-quality ingredients, producing esteemed beer s, being socially responsible and ethical, and focusing on a niche market. The need and desire to be innovative, in conjunction with SNB’s goal to have a brewery on the East Coast in order to enhance their supply chain management, led to the proposal to introduce the of Blackberry Ale; their first flavored ale. Since SNB has effectively marketed all of their beers, adding the Blackberry Ale followed a similar strategy.The target consumers are educated, middle-to-upper-middle class professional men that refer to themselves as beer connoisseurs, and revere artisanal brewing. Blackberry Ale will be packaged and marketed as a premier craft beer and placed in urban areas with an upscale atmosphere. Pricing will be set competitively at $9.59 for a 6-pack of 12oz bottles. Based upon research, trends, and SNB’s history, the  recommendation is for SNB to launch Blackberry Ale in the first quarter of 2014, mirroring the grand opening of the new East Coast brewery in North Caro lina. Blackberry Ale is expected to increase SNB’s profitability and value; thereby, helping to continue the increasing strength of the SNB family brand. Marketing Plan for Sierra Nevada BreweryCompany OverviewSierra Nevada Brewery (SNB) was officially founded in 1979, in Chico, California. This small, college-town, located 90 miles north of Sacramento, sits at the foot of the Sierra Nevada foothills, for which the brewery is named after. What makes this brewery unique is its history. Ken Grossman, the founder and master brewer of SNB, started experimenting with homebrew in 1970, under the tutelage of his friend’s father; this is where his passion for brewing beer began to flourish.In 1976, Ken partnered up with Paul Camusi to take home brewing to a higher level. Since hops were scarce for home brewers in the 1970’s, Ken traveled to Yakima, Washington, to obtain whole-cone Cascade hops, which produce a citrus-pine flavor and aroma that makes SNB distinct. SNB is renowned for its illustrious beers, specifically for the hop-forward brewing method, which adds distinctive flavors and aromas to the beers. As the demand for SNB’s esteemed beers rapidly began to outpace supply, Ken expanded into a local warehouse, brewing out of defunct stainless steel tanks that he recovered from dairy farms in California and Oregon. Since 1980, SNB has continued to expand and capture a larger portion of the market share.Objectives and GoalsSNB wants to provide high quality beer to consumers throughout the United States; furthermore, they want to introduce new specialty products, such as flavored beers. With the determination and resources that SNB possesses, they have positioned themselves into becoming the top-rated premium brewery in the U.S. According to McCurry (2012), â€Å"Sierra Nevada is the No. 2 U.S. craft brewer in terms of sales behind Sam Adams. It plans to have an initial capacity of 300,000 barrels and will employ 90† (para. 2). An increasing demand for SNB beer in the Eastern U.S., combined with additional transportation costs has necessitated the establishment of an East Coast brewery.A major objective of SNB is to build a brewery on the East coast,  allowing them to efficiently market their premium beers to include all states east of the Mississippi River, while adding value to the overall organization. McCurry goes on to state: For a decade, Sierra Nevada served eastern markets very efficiently, using a lot of piggyback rail with refrigerated containers. Bottle-aged beer has to be refrigerated, and it's expensive to run across the country, but the company did it very successfully. As the market grew in the East and capacity constraints started to be reached in Chico, it became obvious that what is needed is a new brewery and it should be built in the East to address cost and service issues. (para. 9)The addition of an East coast brewery should strategically position SNB above Sam Adams, therefore claimin g the number one spot in craft beers, and further increasing the SNB brand. Specifically, the objective is to expand their product line and break into the growing flavored ale market. Situational AnalysisSNB holds a relatively strong position in the beer industry. Their strengths are perhaps the organization’s greatest asset. SNB’s state of the art, on-site R&D Department, has positioned them to be an elite brewery, by providing pristine and innovative beers. This allows them to differentiate themselves from competitors. â€Å"The investment in the science of brewing made Sierra Nevada widely regarded as one of the most sophisticated research and quality focused breweries in the world† (Sierra Nevada, 2013, para. 23). Additionally, SNB prides itself as being a progressive-green and socially responsible company; the nation’s largest private solar array provides 1.5 megawatts of electricity, while the on-site auditorium houses community events.Strengths Wea knesses Opportunities Threats On-site R&D #2 craft brewery Expand to the East coast where SNB has a small presence. Intense competition from other craft breweries Strong brand name Small company; limited resources for promotions and advertising Enhance supply chain management Anti-drinking campaigns Green and socially responsible; sustainability One manufacturing location Growing preference of consumers for higher quality craft beers and flavored ales. Health concerns of consumers about beer consumptionOne key element that adds value to SNB is Ken Grossman’s continuous concern for the environment and the community: Their installation of four 250-watt co-generation fuel cells earned them a visit from Governor Arnold Schwarzenegger. They have long had the first largest private installation of solar panels in the nation. They engage in heat recovery, CO2 recovery, water recycling, bought their own cows to eat their spent grains, and they don’t believe in buying carbon off sets.And now, they have a new composting system—all presented with â€Å"again, it’s not the greatest ROI† from Grossman, â€Å"but it’s the way we want to do things around here, it’s part of our story.† (Chang, 2010, para. 4) SNB sets the bar high for organizations in being ethically and socially responsible. Although SNB can save money by cutting corners, they continue to take the high road and focus on the well-being of the community, as well as the environment.Market AnalysisCurrent trends and data indicate craft breweries are gaining market strength. The long term dominance by large beer manufactures is declining. According to Ciccone (2012), â€Å"In 2011, all top 25 craft breweries experienced increases in revenues. Craft breweries recorded 15 percent growth in volume of barrels shipped, compared to a 1.5 percent decrease in the beer industry overall† (para. 2). SNB received second place honors during 2011 in Best-Selling Craft Beers. #2 – Sierra Nevada Brewing Co.Location: Chico, Calif. Barrels Sold in 2011: 858,000 — 9.2 percent increase since 2010 Popular Brands: Sierra Nevada Pale Ale, Ovila Abbey AlesJulia Herz, Craft Beer Program Director for the Brewers Association, stated,  Ã¢â‚¬Å"A light American lager no longer satisfies every taste. Americans have developed a discerning palate, so if it's not world class quality, it won't survive† (Ciccone, 2012, para. 3). The market for craft beers is growing, and SNB is positioning itself to dominate the craft beer market. SNB’s strength is becoming more apparent, as they continue to gain market share every year. Clarke (2012) stated that a 2011 study indicated craft beer grew by 16.3%, the largest growth by any beer category; furthermore, 11% of craft beer’s growth arose from new drinkers in 2010, compared to an astounding 46% in 2011. An import element for SNB to consider it that Millennials account for 46% of new craft b eer drinkers.The market for craft beer continues to grow at a rapid rate; additionally, all of this growth is occurring during difficult economic times. The overall success of SNB can largely be attributed to its marketing strategy. They segmented the market by focusing on beer drinkers in the U.S. market. SNB further segmented the market down to craft beer consumers. The craft beer segment does not include low-income, uneducated, party-oriented beer drinkers. SNB targets male craft beer consumers, as marketing strategies have indicated that targeting woman can have an adverse effect. Clarke (2012) goes on to say that women are apt to project contemptuous ridicule towards beers that are marketed as being women-friendly, especially if the beer is specifically targeted to them.Specifically, SNB targets College educated, middle-to-upper-middle class professional men, ages 21-44 years old that refer to themselves as beer connoisseurs, and revere artisanal brewing. â€Å"By volume, 80% of craft beer was enjoyed by white (non-Hispanic) consumers, over half of them in the 21-44 year age bracket. More than 75% earned at least $50,000/year, and 43% were college-educated Craft beer connoisseurs, as they prefer to be called, savor the distinctive taste and aroma of craft beers† (Clarke, 2012, para. 6). With the target consumer being established, SNB can effectively position themselves.Craft beer connoisseurs are already aware of the prestigious SNB image; therefore, positioning the new craft beer innovation will ensure that consumers perceive the product as a premier, black berry-flavored craft beer, created for the affluent craft beer connoisseur. Marketing StrategySNB’s product, a blackberry flavored ale, is the first flavored beer that  they will produce. â€Å"There are a lot of new flavors out there, and beer drinkers are willing to try brands they haven't tried before because they trust the category, Gatza says.† (McCurry, 2012, para. 62). By offering flavored ale, SNB strategically appeals to its current consumer based, as these consumers will want to try the latest creation, while increasing market penetration by acquiring new consumers who are intrigued by the new product and want to try it.The new product is Blackberry Ale; an amber colored light ale with the subtle flavor and deep notes of blackberry. This premier brew will be packaged in dark glass bottles. Tastings (n.d.) emphatically encourage the use of dark glass bottles, as they inhibit the photochemical effect produced by daylight, specifically, the ultraviolet spectrum, which can create â€Å"off flavors† and degrade the freshness of the beer. Additionally, twist-off crowns don’t protect beer against oxidation as well as pry-off crowns; therefore Blackberry Ale will include pry-off crowns. An adhesive label, containing product information and displaying the illustrious SNB logo, will be applied to each bottle. Finally, the label will display t he brand-Sierra Nevada Blackberry Ale; thereby, using a family name brand strategy. Distribution StrategyBlackberry Ale will be distributed strategically through select retailers as to protect SNB’s premier image, while increasing market penetration: Taprooms Upscale restaurants High-end bars and clubs Gourmet specialty stores Beer and wine bistros Prosperous grocery storesIndirect distribution using established partnerships will facilitate the placement of Blackberry Ale into the selected retailers. This link provides a list of all established distributor partnerships throughout the U.S.: http://www.sierranevada.com/distributors/ Pricing StrategySNB’s price will reflect a premium price as their products are known for being high-quality and in accordance to the product positioning. They already benefit from having an effective pricing strategy; therefore, Blackberry Ale will be priced in-line with SNB’s current beers that are  already on the market, while bein g competitively priced with SNB’s strongest craft beer competition, Sam Adams Blackberry Witbier. Therefore the price for Blackberry Ale will be set at $9.59 for a six pack of 12oz bottles.Promotion StrategyIn order to promote the latest addition to the Sierra Nevada line, a multitude of media and promotions will be used to facilitate the product’s introduction into the market: Advertising PromotionSocial media including Facebook, Twitter, Linkedin, and Google+ Advertising in key magazines: The Beer Connoisseur, DRAFT, Ale Street News, Northwest Brewing News, The Celebrator Beer News, Great Lakes Brewing News, Yankee Brew News, Brew Your Own, Beer Advocate , Ask Men, Maxim, Esquire, GQ, Details, and Sports Illustrated Sales PromotionFree 4oz sample coupons (limited time only-90 days)Free 4oz samples when product is only available on-tap (limited time only) $2.00 off introductory coupons (expires after 90 days)Buy 3, get 1 free (buy any 6-pack of SNB beer, get 1 free 6- pack of Blackberry Ale-90 day promotion) All promotions will terminate after 90 days of product introduction to assess the effectiveness of the promotions and determine future courses of action. Financial ProjectionsThe chart below, provided by the Brewers Association, clearly illustrates the continuous growth of the craft beer industry. Based upon research and the strong financial position of SNB, adding the Blackberry Ale brand to the organization can only increase the profitability and value of the organization. Each time SNB has added depth to the Sierra Nevada line, the company has only prospered financially, and in terms of gaining exposure, which adds value to the organization. Additionally, the community has benefited from SNB’s success, as SNB has been proven to be a strong player in social responsibility.SNB anticipates the production of a new, East Coast brewery in 2014, will support its objectives, and while increasing the profitability of the organization. The ad dition of a second brewery strategically adds value to  the organization as it enhances supply chain management, increases awareness, while potentially doubling production and capacity. it is estimated that after introduction sales of Blackberry will grow, reaching 1% of SNB beer sales after 1 year. Blackberry Ale is expected to break even and become a profitable product, based on expected sales and costs of introduction into the market. Implementation PlanBlackberry Ale has already passed all necessary guidelines established by SNB. As the fourth quarter quickly approaches, SNB will continue its successful strategy of producing Celebration Ale; a highly demanded brand that is synonymous with the holiday season. SNB is fearful that launching Blackberry Ale during this time would conflict with the established and successful release of the seasonal Celebration Ale; therefore, the launch of Blackberry Ale into the market is planned to coincide with the grand opening of the new brewer y, under construction in North Carolina, which is the first quarter of 2014.Evaluation Metrics and ControlSNB has determined it will analyze the addition of Blackberry Ale, ninety days after the launch of the product into the market. All introductory promotions will terminate after ninety days to access the future profitability of adding flavored ale to the brand line. Additionally, Blackberry Ale will be analyzed again each month, for the next three months to determine how the new product sales without added promotions. After six months, a thorough analysis focusing on sales, market share, brand recognition and profitability will be used as evaluation metrics, to determine the profitability, and future of Blackberry Ale.