Econ Why People Skip Class Essay

I have come to the conclusion that students skip classes because of their own moral beliefs and decision making process, difficulty in the class and the material, and how interested they are in the subject. The decision making is affected by influences typically from other students most of the time. To the contrary students typically use practical decision making process that range from comparing advantages and disadvantages of attending lectures, also calculating the impact of their workload, and attempting to optimize their use of time. Difficulty in the class and material stand out to be that if they don’t find the material challenging or if they are doing well in the class, they may decide to allot time they would otherwise spend on the class (including attending lectures) to classes they find more challenging, especially at the busiest and most pressure filled times of the semester. Last and not least is the interest of the subject by the student. Its common sense that a student would attend class if his interest is high in that course, but if not interested students would tend to ‘‘slack’’ and find it easy to abolish themselves from the class, However this is beyond the professors control. Generally I have found that if a student generally finds the material the professor is teaching interesting, and he/she is able to connect with students through lecture (put in a way that makes sense), then the professor doesn’t have trouble making the material interesting for students. The opportunity cost for this hypothecs is if you don’t have good decision making, or understanding the material that’s presented to you, and not interested in the class, you are more than likely to skip classes.

Anti-War Movement

The United States participation in the Vietnam War was a subject of much debate among the American public. While many Americans supported the United States involvement in the War, in agreement with the Government that American assistance was needed in order to stop the spread of Communism, other people felt that it was immoral for the United States to involve itself in another country's internal matters. (Chambers) 2000. The antiwar movement against Vietnam in the US from 1965-1971 was the most significant movement of its kind in the nation's history. After evaluating different social theories such as: Functionalism, Conflict and Interactionism, I have decided to classify the Anti-War movement during the Vietnam War as a Conflict Theory. I feel the Anti-War Movement’s has characteristics of Neo-Marxism. Though the first American protests against U. S. intervention in Vietnam took place in 1963, the antiwar movement did not begin in diligence until two years later, when President Lyndon B. Johnson ordered massive U. S. military intervention and the sustained bombing of North Vietnam. Chambers) 2000. In the spring of 1965, â€Å"teach? ins† against the war were held on many college campuses. The Anti-War Movement was centered on America’s higher-education system, the students, playing leading roles. Teach-ins were extreme, massive public protests. By 1968 Protesters numbered close to seven million and over half of them were Caucasian college students. The teach-ins were primarily peaceful, but effective. They were successful in capturing the attention of the public as well as those in government. The motivation behind teach-ins were just that, with the hopes of further escalation in Vietnam to slow down or come to a halt. In April 1965, President Johnson gave a major Vietnam address at John Hopkins University, in response to the growing campus protest activity. This speech marked the political impact of campus demonstrations. (Electric Library) This is an example of Neo-Marxism. The protestors were getting a partial system change. They had the attention of the public, and most importantly the government. However, by 1967 a lot of anti-war activists began to think peaceful protests were not going to be enough to influence war policy, so they began using civil disobediences, strikes, public disruption, shouting at government speakers and guerilla theatre to get their message heard loud and clear. In March 1967, a national organization of draft resisters was formed. In April 1967, more than 300,000 people demonstrated against the war in New York. Six months later, 50,000 surrounded the Pentagon, sparking nearly 700 arrests. By this time it became typical for, senior Johnson administration officials to encounter demonstrators when speaking in public, forcing them to restrict their outside appearances. Many also had sons, daughters, or wives who opposed the war, fueling the sense of attack. Prominent participants in the antiwar movement included Dr. Benjamin Spock, Robert Lowell, Harry Belafonte, and Rev. Martin Luther King, Jr. With prominent leaders extending their support in the movement it gave the activist a great deal of motivation and validation. The social theory of Neo-Marxism was in full effect. By 1968, the Johnson administration realized the impact of widespread public opposition to the war and the troubling prospects in Vietnam, causing them to put a halt on the bombing of North Vietnam and to stabilize the ground war. This policy reversal was the major turning point. U. S. troop strength in Vietnam would climax at 543,000 (Chambers) 2000. The antiwar movement reached its peak under President Richard M. Nixon. In October 1969, more than 2 million people participated in Vietnam Moratorium protests across the country. The following month, over 500,000 demonstrated in Washington and 150,000 in San 4 Francisco. Militant protest, continued to spread, leading many Americans to wonder whether the war was worth a split society. And other forms of antiwar activity lingered on. The Nixon administration took a host of measures to dull the movement, mainly mobilizing supporters, smearing the movement, tracking it, withdrawing U. S. troops from Vietnam, instituting a draft lottery, and eventually ending draft calls. Once U. S. troops began coming home, the antiwar movement gradually declined between 1971 and 1975 (Chambers) 2000. The American movement against the Vietnam War was the most successful antiwar movement in U. S. history. The Neo-Marxism social theory is easily applied to the Anti-War Movement. The characteristics of the conflict were disorder, boycotts, intense conflict, commitment, and emotional involvement all of which resulted in system change. The activists involved in the Anti-War movement of this time were passionate and dedicated to seek change. They sought out peace and love for our Country and did not lose sight of their objective. They went to great lengths to achieve what seemed like the impossible. References http://www.encyclopedia.com/doc/1O126-VietnamAntiwarMovement.html

A World of Art Essay Example | Topics and Well Written Essays - 1500 words

A World of Art - Essay Example In regard to printmaking, the most notable component is that nearly identical images can be produced by inking and printing from original work (Works On Paper, 1984). Woodcutting, etching, printing, lithography, and silk screening are those characteristics of printmaking that separate it from drawing and painting (Works On Paper, 1984). â€Å"L’Oiseau de Bourges† by Malcolm Osborne is an example. Painting, like drawing, is mostly about the tools, or mediums used that help define it like brushes and paint colors. An artist needs to understand what colors make what when they are mixed together, and which brushes to use to attain the correct look he or she wants. Vincent Van Gogh is an excellent example of this with his work â€Å"Starry Night†. The characteristics that form similarities between the three art genres are that they all rely on the mediums to form the artwork. 2. Encaustic- This painting technique was initially developed by Greek shipbuilders who used hot wax to fill the holes in their ships. Artists today use wax as a means to create art by heating it and applying colored pigments then incorporating metal tools or brushes to shape it before the wax cools on top of a wooden base (Sayre, 2007). â€Å"Blue Poem† is a prime example of encaustic paintings. ... Tempera- This type of painting originated all over the world from Russia, Greece, Italy and Islam, and is most frequently used by Muslims (Sayre, 2007). Egg tempera, as it is also known by, consists of dry pigment, egg yolk and water (Sayre, 2007). The combination of ingredients creates an outstanding product which ages very well considering other painting techniques. â€Å"The Crucifixion† is an example of egg tempera painting. Oil Painting- Unlike with the consistency of the tempera paintings, oil paintings have a more undetermined history based on the fact that they do not age as well. However, it is estimated it began in Japan and used in other early civilizations. â€Å"View of Delft† is an example of this as it contains pigment in drying oil like linseed and varnish can be added to improve glossiness (Sayre, 2007). Watercolor- This technique is the oldest known by man (Sayre, 2007). It is utilizing water-soluble pigments by painting them on paper. The pigment was even incorporated into a series of washes to help illuminate the artwork (Sayre, 2007). It is one of the most difficult painting techniques. Monet did a lot of his paintings in water color. Gouache- This technique was originally paired with tempera as an addition to it rather than its own technique, rendered so by the Italians (Sayre, 2007). What artists did was add chalk to make water color opaque. It enhanced colors that the artist intended to bring out in the piece. â€Å"Pathway Painting† uses the gouache technique. Synthetic Media- This technique refers to calcium sulfate or calcium carbonate compounds, i.e. gypsum or limestone (Sayre, 2007). The crushed, dehydrated and heated compounds become stiff-like and perfect for sculpting for artists on a budget.

Assignment Example | Topics and Well Written Essays - 500 words - 67

Assignment Example This movie shows that Child health care has been changing over the past centuries, in Brazil. It has been influenced by a number of factors, which include the historical period, guideline of social policies, scientific and technological advances, and the involvement of different social segments and agents (Bailes et al. 1990). According to the movie, disease characteristics and population’s differential health are vital for research in Brazilian communities. For example, epidemiological studies in maternal-child health usually address neonatal and perinatal health that illustrate that there are significant relationships between health and disease processes such as nutrition, sanitation, medical care, and income among other health-disease processes (Stanhope & Lancaster, 2012). According to this movie, the unexpected appearance of a strange and fatal pediatric disease, in 1980, alarmed Brazilian public health officials and clinicians to conduct a number of collaborative assessm ents to find the cause this disease. Collaboration between the U.S. Centers for Disease Control and Prevention and the Sao Paulo Secretariat identified that this disease is caused by Haemophilus influenza biogroup aegyptius bacteremia, and eventually named Brazilian purpuric fever (BPF) (Bailes et al. 1990). The movie also presents that the current epidemiological process is based on the concept of risk (Bailes et al. 1990). Medical practitioners, including nurses, are advised to focus on health risk factors to ensure quality health care delivery to the community. In addition, they should primarily focus on risk factors that affects a large number of people like a whole community, but not on an individual. This will enhance the establishment of health service priorities and approximate preventive care needs and community health promotion. For instance,

Comparison Between Holistic And Subject Based Approaches to Curriculum Essay

Comparison Between Holistic And Subject Based Approaches to Curriculum Organization - Essay Example Influential individuals Gur (2006) explain and outline the key factors that affect change in curriculum structure and composition. The first factor that initiates change is a strong and charismatic leadership system that is accepted by the academic staff members. The Main feature of such leadership is to have the necessary capacity that attracts other academic staff to agree and; rally behind the principled educational objectives supported within the environment or institution. A good and appropriate curriculum will ensure a good output especially for a class with an average or reasonable number of students (Gur, 2006, p41). This is because with a smaller class, teacher-student personal relationship is always possible. There is always an anxiety by students to produce constant excellent results because an alteration in the syllabus or curriculum. The relationship eases the performance anxieties experienced by such students and temptation to submit work that is not theirs to the tutor s. However, it should be noted that individual influence on the curriculum change has its own side effects. 2. The need to improve staff training Research has proven the emergence of curricula related challenges in most institutions, especially at the nursery and primary levels of studies. Change in curriculum always comes with the need for better-trained staff members. It requires new teaching skills aimed at meeting the objectives and goals set by the new curriculum system. This may prove to be a significant challenge to most institutions implementing their own curriculum, as they will be required to come up with an impromptu notice for hiring new teachers or training the existing staff. Therefore, the curriculum change is viewed as one of the main and... This essay stresses that several changes are always proposed because of their undisputable goodness. One would find it hard or rather stupid and awkward to argue. For instance, it would be strange to hear an individual arguing that the introduction of laboratory classes for science-related subjects was a wrong idea. Similarly, it is imagined that most leaders would accept that changes in curriculum are indispensable for the students going to various fields of study. Curricula changes and implementation would therefore ease. This paper makes a conclusion that curriculum in any organization plays a significant role in the teaching-learning process in all the educational institutions. The instructional materials, nature of the training the teachers underwent, development of teaching materials, assessment of learners, designing for guides for both the learners and instructors, and setting the principles, are all anchored on the curriculum which is a vital educational document. Thus the role of curriculum in any organization plays a vital role and absence of the document in any educational organization means that the institution cannot function as expected. Curriculum is an educational document, which guides and used for ordering the teaching-learning understandings, which the learners encounter in the educational organization. Curriculum organization involves provision of curriculum and maintaining it to run uninterrupted.

Eaarth book Essay Example | Topics and Well Written Essays - 750 words

Eaarth book - Essay Example The author begins by exploring environmental problems in the current earth or changes that people have caused on the planet. Global warming is a direct consequence of human activity. However, people deal with the problem as a future problem instead of considering it as a modern problem. This makes them to lack seriousness or emphasis on the problem and possible solutions. The phenomenon has also contributed to the abnormalities and misplacement of priorities in the modern earth. For instance, it is only in the eaarth where people will import more oil than food. In addition, in eaarth the largest company deals with production of fossil fuels and manufacture of cars instead of food production (McKibben 25). The misplaced priorities are the determinant of our modern economies. The author argues that most countries are concerned with economic growth than the effects that environmental growth has on their economies. According to the author, the different methods used to measure economic growth are invalid. This is because the different measures of economic growth do not indicate the actual economic position of a country. For instance, measures of economic growth in a country do not capture the effect of economic activities on the environment. â€Å"Therefore, we need to re-define the term growth in our new planet† (McKibben 48). In the second chapter, the author combines scientific findings and political aspirations to create political economics. This indicates that people have left the responsibility of the environment to global politicians. According to the author’s argument, politicians cannot provide solutions by themselves. As wealthy countries such as the US plan for a n unlimited economic growth, poor nations are struggling with problems that have resulted from environmental degradation. This indicates that we are moving towards a dark future. These problems nullifies the claims that people in developed have over

Street Art is a style and an influence Essay Example | Topics and Well Written Essays - 2500 words

Street Art is a style and an influence - Essay Example The definition of street art, whether discussing the spray painted graffiti of Banksy or the chalk sidewalk drawings of Beever, changes depending upon who is providing the definition. Although often referred to as art, its artistic merits are frequently ignored or deemed unimportant, as is exemplified in the definition provided by the Dublin City Council in which only one of the five listed characteristics even mentions its artistic qualities: â€Å"Graffiti is illegal and an anti-social activity that creates a negative impression of an area and contributes to people’s fear of crime; †¦ is the most common type of property vandalism; †¦ is often the first element in a spiral of decline; †¦ Its artistic merits are irrelevant. It represents one group of people imposing themselves on everyone else and as such is a form of pollution, like people playing loud music †¦ is also a green issue as it is an attack on the environment.† Because chalk art washes aw ay with a good rain, this is not often considered to be as great a nuisance as the spray-paint-wielding wall painters and is thus not addressed in such specific terms by government agencies. Attempting to present a more objective view, Stowers (2005) says simply â€Å"Graffiti is art†, but then follows this with an argument against the establishment definitions with â€Å"The reasons, including aesthetic criteria, as to why it is an art form far outweigh the criticism of illegality, incoherence, and nonstandard presentation.† While both the work of Banksy in spray pain.

American Gridiron Football Essay Example | Topics and Well Written Essays - 3000 words

American Gridiron Football - Essay Example Hence, the total distance between the end zones is 100 yards. (Football Rules and Gameplay) Usually, each team has distinct offensive and defensive units. A team is said to be on offense when it has the ball in its possession, whereas, it is said to be on defense when the ball is with the opposite team. (Football Rules and Gameplay) Before discussing the anatomy of the play from either offensive or defensive point, it would be helpful to detail the different positions that players in each team can play on and the nature of the field. As already stated above, the total length of the football field is 120 yards while in width it is 53.3 yards long. The boundary lines along the length of the field are called sidelines while those along its width are called endlines. Near each end of the field is a goal line. The end zone, mentioned above, extends 10yards beyond this goal line on each side of the field. (American Football) Each team has 11 players on the field at a time, with substitutions allowed during the break between plays. A team can be divided into three units based on the nature of roles performed. These are: the offense, the defense and the special teams. A game begins with a coin toss. The team winning the toss makes one of three choices: 1) Kick off itself, or to receive the kickoff from the other team. 2) Choose which goal to defend. 3) Defer the first choice option to the second game. If the team that wins the toss decides to kick first or to receive the kick, the other team chooses its goal to defend or vice versa. Offense Anatomy of a Play Once the toss has been won and the teams have made their choices, the team that decides to kick first takes up the offensive role as it is in possession of the ball. Typically, all the players of a team round up to communicate or discuss a play i.e. coordinated movements and actions, to be followed; this rounding up of team players is called a huddle. Each half begins with a kickoff. Apart from the start of the half, the play begins at the line of scrimmage with a snap; the line of scrimmage is the position on the field where the play begins and where the offensive and defensive players line up against each other. Snap is the name given to the act of passing the ball between the legs to a teammate, usually the quarterback standing ready somewhere behind the Center. With this snap, performed by the offensive player, playing at the Center position, the game formally begins. Once the game begins, the offense has four attempts to advance the ball 10 yards towards the end zone of the defense team, or in other words, towards its goalpost. These attempts are called downs. When the offense has advanced the ball by the first 10 yards, it gets a first down. After gaining the first down, the team has another set of four downs to gain yet another 10 yards or to score. If however, the offense fails to advance the ball by 10 yards even after 4 downs, the other team gets possession of the ball at the spot of the football, hence beginning with their first down. (American Football) In order to get the downs, the ball can be advanced in one of two ways: By rushing, that means running with the ball, or by a forward pass. While rushing, one ball-carrier can hand the ball to another player, this act is known as a handoff, or throw backwards to another player. This throwing the ball backward is known as a backward pass or a lateral. "A down ends, and the ball

Some Moral Minima Essay Example for Free

Some Moral Minima Essay In Some Moral Minima, Lenn Goodman argues that there are certain things that are simply wrong. Do you think Goodman is right? Using specific examples, explore the challenges Goodman presents to relativism. Determine whether you think there are such universal moral requirements, and defend your answer in a well-argued three-page paper. Your paper must be formatted according to APA (6th edition) style. You dont need any sources other than the Goodman paper and the text for our course. However, you must cite all your references properly. If you would like to refer to APA samples and tutorials, visit the Ashford Writing Center, within the Learning Resources tab in the left navigation bar, in your online course. Some Moral Minna By Lenn Goodman The Morally Right In â€Å"Some Moral Minima† I believe Lenn Goodman is right when he says certain things are simply wrong. I agree with Goodman on the issues he discusses such as slavery, genocide, terrorism, murder, rape, polygamy, and incest. I agree with Goodman on these issues because there is never a good time to kill for the sake of killing, rape for the sake of sex, or take ones rights away for the sake of gaining respect or wealth. Goodman basically discusses that every person whether it be man, woman, or child has the rights to live and be free from any and all inhumane treatment. Goodman’s main understanding is not to be quick on judging things we don’t understand, but to judge those things that are not morally right. I believe that all people are equal and have the right to live their own life as do the violators should have no rights to commit these unruly acts of wrong. Who are we to judge anyone or why should others have the right to murder, rape, or rip the rights of people away from them? The bible states, â€Å"Do unto others as you would have others do unto you† (Matthew, 7:12, Standard Version). I believe this is the best way to look at the situation on any of the issues that Goodman discusses. We should never judge anyone due to their sexual orientation, physical/mental handicapness, or any other feature in which they have no control over, such as the poor and the wealthy. Goodman discusses slavery as a act of wrong in the article and I really agree with his views on this issue. In the past some of our forefathers thought of slavery as a racially ethical right. Today in our society there are still some of the older generation that still look down upon the African American population simply because of the color of their skin.

Emily Dickinson Essay Example for Free

Emily Dickinson Essay Emily Dickinson’s great skill and unparalleled creativity in playing with words and their connotations in her attempt to convey to the reader the power of a book are evident. In this poem, she is considering the power of books or of poetry to carry us away from our immediate surroundings to a world of imagination. Her poem is suffused with (full of) metaphors, as she is desirous of likening a book to various means of transportation. To do this she alludes (allusion-noun) directly to concrete objects such as â€Å"frigate,† â€Å"coursers† and â€Å"chariot,† which carry archaic (ancient) connotations. The difficulty inherent in the use of these vehicles has to do with the reader’s knowledge concerning the properties and characteristics evinced by a â€Å"frigate,† â€Å"coursers† and a â€Å"chariot. † The poetess associates the swiftness of a â€Å"frigate,† â€Å"coursers† and a â€Å"chariot†Ã¢â‚¬â€as well as their use to explore new lands and seas—with the power of a book or poetry to usher (lead, guide) us into another dimension, perhaps shrouded (covered) in mystery but definitely rewarding. If the reader is not acquainted (familiar) with these means of transportation that reigned supreme, so to speak, centuries ago, he / she is denied access to the meaning that the poet seeks to impart by means of these vehicles. But Emily Dickinson does not limit herself to these vehicles alone; the whole poem is reminiscent (suggestive) of a past era when people used â€Å"frigate[s],† â€Å"coursers† and â€Å"chariot[s]† to travel â€Å"lands away. The words â€Å"traverse,† (to cross an area of land or water) â€Å"oppress,† (stress) and â€Å"frugal,† (simple and inexpensive) with which the poem is interspersed—all of them are of Latin origin, thus lending it a formal hue. She has been careful to choose kinds of transportation and names for books that have romantic connotations. â€Å"Frigate† suggest exploration and adventure; â€Å"coursers† beauty, spirit and speed; â€Å"chariot,† speed and ability to go th rough air as well as on land. Chariot reminds us of the myth of Phaethon, who tried to drive the chariot of Apollo (Greek god of sun), and of Aurora (Greek goddess of dawn) with her horses. How much of the meaning of the poem comes from this selection of vehicles and words is apparent if we try to substitute steamship for â€Å"frigate,† horses for â€Å"coursers,† and streetcar for â€Å"chariot. † How would the poem sound if, instead of likening a book to a â€Å"frigate,† â€Å"coursers,† and a â€Å"chariot,† one resolved to use a â€Å"Mercedes Benz,† a â€Å"GMC† or a â€Å"Porsche† to convey the same meaning, that of speed and swiftness? Emily Dickinson’s shrewdness in selecting the most appropriate diction is superb and undoubtedly holds up a mirror for the reader to see what it is that she had in mind when writing the poem. On a more technical note, related to the rhyme scheme, it is obvious that the poem is written in open form or in free verse (from the French vers libre), as indicated by the lack of a regular rhyme pattern, as a parallel to â€Å"prancing poetry† or the power of a book to carry you to foreign â€Å"lands† where no man has ever trod before. Liberated from the confines and shackles of rhyme, Emily Dickinson’s â€Å"There is no frigate like a book† makes a permanent impression on the reader, as it â€Å"entangles a part of the Divine essence,† to quote W. B. Yeats. Allusions in There is no Frigate like a Book 1. The story of Phaeton In Greek mythology, Phaeton or Phaethon was the son of Helios (Phoebus). Perhaps the most famous version of the myth is given us through Ovid in his Metamorphoses (Book II). The name Phaeton means the shining. In the version of the myth told by Ovid in the Metamorphoses, Phaeton ascends into heaven, the home of his suspected father. His mother Clymene had boasted that his father was the sun-god Apollo. Phaeton went to his father who swore by the river Styx to give Phaeton anything he should ask for in order to prove his divine paternity. Phaeton wanted to drive his chariot (the sun) for a day. Though Apollo tried to talk him out of it by telling him that not even Zeus (the king of gods) would dare to drive it, the chariot was fiery hot and the horses breathed out flames. Phaeton was adamant. When the day came, Apollo anointed Phaetons head with magic oil to keep the chariot from burning him. Phaeton was unable to control the fierce horses that drew the chariot as they sensed a weaker hand. First it veered too high, so that the earth grew chill. Then it dipped too close, and the vegetation dried and burned. He accidentally turned most of Africa into desert; bringing the blood of the Ethiopians to the surface of their skin, turning it black. The running conflagration spreads below. But these are trivial ills: whole cities burn, And peopled kingdoms into ashes turn. [3] Rivers and lakes began to dry up, Poseidon rose out of the sea and waved his trident in anger at the sun, but soon the heat became even too great for him and he dove to the bottom of the sea. Eventually, Zeus was forced to intervene by striking the runaway chariot with a lightning bolt to stop it, and Phaethon plunged into the river Eridanos. Apollo, stricken with grief, refused to drive his chariot for days . Finally the gods persuaded him to not leave the world in darkness. Apollo blamed Zeus for killing his son, but Zeus told him there was no other way. This story has given rise to two latter-day meanings of phaeton: one who drives a chariot or coach, especially at a reckless or dangerous speed, and one that would or may set the world on fire 2. (Aurora, goddess of the dawn, equivalent to the Greek goddess Eos ) In Roman mythology, Aurora, goddess of the dawn, renews herself every morning and flies across the sky in her chariot, announcing the arrival of the sun. Her parentage was flexible: for Ovid, she could equally be Pallantis, signifying the daughter of Pallas,[1] or the daughter of Hyperion. 2] She has two siblings, a brother (Sol, the sun) and a sister (Luna, the moon).. In Roman mythology, Aurora, goddess of the dawn, renews herself every morning and flies across the sky, announcing the arrival of the sun. Her parentage was flexible: for Ovid, she could equally be Pallantis, signifying the daughter of Pallas,[1] or the daughter of Hyperion. [2] She has two siblings, a brother (Sol, the sun) and a sister (Luna, the moon). Rar ely Roman writers[3] imitated Hesiod and later Greek poets and made the Anemoi, or Winds, the offspring of the father of the stars Astraeus, with Eos/Aurora.

Strategic Role of the Sales Person for Online Consumers

Strategic Role of the Sales Person for Online Consumers Abstract. This study aims to explore the role of online sales promotions in creating a sustainable competitive advantage for Shell. Based on the literature review and the research objective 4 propositions were developed. Shells representation of the product online plays a key role in driving consumer attitude towards shopping online and the intention to buy. The consumers perception of enjoyable online experience has a positive impact on impulse purchases leading to increase in sales for Shell. The online virtual experience created by the Shell promotion will play a major role in creating a competitive advantage. The communication of trust and credibility by the online promotions of Shell reduces uncertainty and adds perceived value to the brand. Based on the exploratory nature of the research objective depth interviews were used to provide insights into the consumer motives for engaging in the online promotional activity of Shell and how they perceive the information communicated and what are its effects on their decision making process. The information captured was measured using the analytical framework in order to validate the propositions. All the 4 propositions were proved to be valid however the research faces limitations in terms of the sample size and the attributes covered. Therefore using this research as a base it the strategic role of online promotions and its potential for establishing a sustainable competetive advantage could be further explored with a larger sample to reach a conclusion. 1 .0 Introduction Shell is a global organisation with a huge portfolio of businesses across domains. The firm has used the web as a platform to support its business through online marketing and promotions. In 2009 the shell retail department has been involved in Shell fuels campaign which highlights the quote â€Å"Get the most out of every drop† and the Shell retail team is interested in conducting a post implementation review of their retail promotions in 2009, as the retail team is interested in knowing, if their current retail promotion for the Shell fuels campaign 2009 is successful in meeting its promotional objectives, as it has been investing  £40,000 to  £48,000 on its retail promotions. The objective of the promotion chosen is to drive online traffic to the forefront and to influence trial through portal web traffic. The implementation task is outsourced to external agencies and therefore the Shell retail promotions manager Carolyn Thomas is interested to know the perception of ad option by the external customers. Moreover the retail department does not want to cheapen the Shell brand through their promotion. The promotion which is tested in this research would be the e-vouchering promotion used in the U.K. Bowman (1997) states that 80% of sales promotion does not work in the U.K. For example: It has been discussed in the academic research arena that coupon promotions are inefficient. Moreover research suggests that sales promotion is unlikely to attain sustainable competitive advantage; there are exceptions to the above argument example: Tesco, BA (Yeshin, 2006).However this is the case with sales promotions relative to the traditional shopping environment. The existing academic literature in online consumer behaviour suggests that, with technological advancements on the web, the online sales promotion has the potential to achieve a competitive advantage (Ref).Therefore the role of online sales promotions in obtaining a sustainable advantage is explored in t he context of Shell. Furthermore the significance of the promotional activity is analysed through qualitative in-depth interviews which tries to capture the different dimensions of online consumer perceptions on sales promotions. This in turn is validated with reference to the literature review conducted in the context of this research objective. 2.0 Problem Definition: Sales promotion in this context is defined as a planned and implemented marketing activity that enhances product or service appeal and changes consumer behaviour in return for an additional benefit for a purchase or participation (Yeshin, 2006).However existing research suggests that sales promotions can either enhance or destroy brand value, it depends on how the consumer perceives the promotion. Furthermore it is also concluded that the techniques such as coupon promotions offer little in terms of brand sustenance and leads to no lasting positive change in the value of post promotion sales and could also result in damaging the existing perception of consumers on the brand(Ref).However in the case of Shell this would depend on the strategic contribution of the promotional activity implemented by Shell. Therefore it is important to research the strategic role of sales promotion and its impact on the brand image of Shell, as the brand destruction by a sales promotion of one product would have an impact on the overall brand which caters to a wider portfolio of products and services (Ref). 3.0 Research Objective and Process: The Objective of this research is to explore the strategic role of sales promotion in engaging online consumers and its likelihood of obtaining a sustainable advantage within Shell. The methodology chosen for this research is qualitative and would involve depth interviews because this research is exploratory and requires the understanding of consumer perceptions and their feelings towards the online promotions. The sample used for this research involves Shell mangers responsible for the implementation of the promotion as well as the potential online consumers for Shell. This would benefit the Shell retail department in using the interactive elements of the web relative to online consumers perception on its promotion and reduce the risk of value destruction and potentially establish a sustainable advantage. This study would potentially give an understanding on the perceptions of their online consumers in the U.K which is one of their major markets. However this research does face limitations due to time constraints and access to resources ,this research would be considered as a pilot and could be explored in future with more detail for Shells other major markets such as Europe, US , Africa and Middle-East with the leverage of time and resources. Moreover the validity of this research could be enhanced with more samples in the U.K. 4.0 Literature Review This section would literally look again at the existing academic literature on what has already been written about sales promotions and online consumer behaviour within the context of this research (Lee and Lings, 2008).The existing academic literature on sales promotions has concluded that, its less likely to achieve a sustainable advantage because it is often used by marketers as a short term measure to achieve sales targets (Ref). However there is a considerable amount of research happening in the area of online promotions which suggests that there is a potential for online promotions to establish a competitive advantage by taking advantage of the technological advancements on the web, such as the 3 dimensional and interactive features of the web, which could be used by marketers in creating perceived value to the brand and therefore contributing to the long term brand value (Ref). However there is limited research in the role of online sales promotions in establishing an online s ustainable advantage because of the rapid technological developments. Therefore this research would contribute to the existing literature and also would attempt to answer Shells question on if their promotion is creating or destroying its brand value. The research propositions are developed based on the literature review and also would form the basis of an appropriate research methodology. 4.1 Conceptualization of Promotions: Promotions have perhaps witnessed both dramatic growth and change over the years than any other area of marketing communications (Yeshin, 2006).Therefore it is important to review the different definitions relative to the changing nature of promotions (Table 1). Academics Definition The institute of sales promotions(2004) Describes, â€Å"A planned and implemented marketing activity that both enhances product or service appeal and changes customer behaviour positively in return for additional benefit for purchase or participation † Shimp (2000) Suggests that â€Å"a promotion is any incentive used by a manufacturer to induce the trade and/or consumer to buy a brand and encourage the sales force to aggressively sell it† Kotler et al(1999) Defines sales promotion as â€Å"Short-term incentives to encourage purchase or sale of a product or service† Schultz, Robinson and Petrison(1992) Provide a more strategic definition of sales promotion, they suggest that â€Å"Sales promotions are marketing and communication activities that change the price/value relationship of a product or service perceived by the target, thereby (1)generating immediate sales and (2)altering the long term brand value† The Direct marketing association(1994) Similarly argues that â€Å"Sales promotion activities that communicate distinctive brand attributes and contribute to the brand development and reinforcement of brand value are consumer franchise building promotions† Alan Toop(1994) Writing in marketing suggests:† Sales promotion conducts an interactive relationship with its audience. It invites participation, invites consumers to enter ,to apply, to collect† Table 1: Sales promotion definitions Therefore the above contradictions in the definitions, leads to a confusion in the role and purpose of sales promotions, and therefore its been argued seriously in the academic arena, and concluded that the techniques offer-little in the way of brand sustenance, and leads to no lasting positive change in the value of post promotion sales, and as a consequence could result in damage to the existing brand perceptions (Ehrenberg et al, 1991; Ehrenberg, 1994; Jones, 1990; Yeshin, 2006). However this would depend on the strategic contribution of the promotional activity implemented by Shell (Ref).Moreover its been pointed by Gupta et al (1997) that empirical research in the area of sales promotions has been focusing on the short term effects of sales promotions and therefore its been used by most marketers as a tactical tool. In support Peattie and Peattie (1997) argue that the bundling of all the different types of promotions for the purpose of research and study gives a very limited view of the potential achievements of sales promotions and also has encouraged a negative perception on the impacts that promotions can potentially have on the brand. Furthermore in the following paper Peattie et al (1997) argues that most of these preconceptions are caused because of the tendency to view sales promotions as only price based and exclude the promotional activities that add value to the brand. This point is reiterated that the tendency of most researchers in this area has been to generalize sales promotions under money off and coupon promotions (Peattie, 2002). Moreover it has been argued that much of the research on sales promotions has been conducted considering the short term effects of sales promotions and has rarely conducted any research on the more long term contribution of sales promotions such as the communication oriented impact of sales promotion on consumers (Peattie,2002).This implies that in order to make sense and obtain reliable results it is necessary to disaggregate the different sales promotional techniques into their individual components(Yeashin,2006). Therefore in this research the long term contribution of Shells E-vouchering promotion is evaluated. Moreover it is argued that generalising all the promotions to achieve the same goals irrespective of their individual execution would imply incorrect results (Yeashin, 2006).Furthermore it is also pointed out by various authors that in order to focus on the long term impacts of sales promotions a more strategic focus is required and is illustrated by the following quotes ‘Sales promotions have come a long way from the time when it was ‘simply a short term inducement to increase sales (Robinson and Hauri, 1995). ‘Promotions are no longer simply short-term initiatives to lift sales, they are increasingly being used to reinforce brand values (Gay, 1997) The above definitions suggest the need for a long -term focus and the strategic application of sales promotions considering broader dimensions of the potential impacts of sales promotions (Yeshin, 2006).Therefore it is important to explore the broader strategic dimensions of Shells sales promotions in order to reach a credible conclusion on its contribution to the Shell brand. 4.2Strategic dimension of sales Promotions: Research suggests that more often sales promotion is considered as a short term-tactical tool (Yeshin, 2006).Although sales promotion is widely used to fulfil a variety of short-term objectives it often fails to recognize the strategic contribution on the long term, and it could often result in destroying the image or value of the brand (Yeshin, 2006). In order to evaluate its long term benefits it is critical to analyse the contributions of Shells online sales promotion in reinforcing its brand image, enhancing customer loyalty and developing strong relationships with its consumers because this can strengthen its brand position(Ref). Therefore it is important to explore the role of strategy within Shells online sales promotion and its contribution to the long-term effectiveness of the brand. 4.2.1Role of strategy: The strategy should provide a framework to measure and research on the type of sales promotion implemented (Head, 1998; Yeshin, 2006). Although it is suggested that sales promotions should be considered in line with the overall brand building process (Yeshin, 2006). An alternative definition by Schultz et al (1992) provides a more strategic focus on the on the consideration of the sales promotion activity. â€Å"Sales promotions are marketing and communications activities that change the price/value relationship of a product/service perceived by the target, therefore by generating immediate sales and altering long term brand value† The above definition is considered important because it recognizes the need for generating short term sales volume and also promotes the need to consider the long term issues related to the brand (Schultz et al, 1992; Yeshin, 2006).Therefore based on this definition the strategic significance of Shells promotions in engaging online consumers should be evaluated because this definition gives a base for evaluating the promotions of Shell by recognising the short term objective of generating sales volume whilst appreciating the long term issues relative to its brand (Schultz et al,1992).For this reason it is required to explore the impact of sales promotions and its implications to the Shell brand. In order to understand its significance to the Shell brand it is important to identify the strategic use of sales promotions (Yeshin,2006).This would benefit Shell in communicating consistent overall brand image whilst helping each individual promotion achieve its objectives by creating incre ased awareness(Yeshin,2006). It has been pointed that the reduction in product differentiation is one of the reasons for the increased usage of sales promotions(Yeshin,2006).Furthermore various studies suggest that similarities between brands can cause reduction in brand loyalty and is a consequence of increased usage of price oriented promotions(Ehrenberg,1993;Mela et al,1997). However there are various promotions that have demonstrated the potential to enhance the brand and generate loyalty in the long-term. For example: The frequent flyer schemes by airlines, Levis Flat Eric and Pepperami Fanimal(Yeshin,2006).Therefore as Lisa Campbell(1996)work in Promotions and incentives journal suggests ‘Its not the tool we should be blaming but the users. This implies that the sales promotion tool used by Shell is not to be blamed but the way in which it is applied. Therefore it is required to review the literature on the strategic application of sales promotions and its potential benefits. 4.2.2The Strategic Application of Sales promotions: Davies (1992) and OMalley (1993) provide a contrasting view which suggests that sales promotions that are consistent with the overall marketing communications plan can enhance long term brand value and therefore could be considered strategically valuable.Similarily its been argued that sales promotions offering a rebate or discount are likely to cheapen the brand(Aaker,1991).However there are ways to apply promotions strategically and enhance the brand equity rather than destroying it(Aaker,1991). Furthermore the brand equity can be reinforced by strengthening its brand awareness and associations (Yeshin,2006).However based on the research conducted by Peattie et al (1997) it is concluded that sales promotions have the potential to: 1.Improve brand awareness. 2.Stimulate product trial. 3.Act as a communications channel between a company and its customers. Based on the research by Peattie et al (1997) the strategic application of Shells sales promotion is identified to stimulate product trial and act as communication channel between Shell and it consumers. However its contribution to the brand depends on how the consumer perceives the promotion. Furthermore the potential reasons behind using sales promotions needs to be identified in order to understand the reason underpinning Shells Online promotions (Yeshin, 2006). Lee (2002) suggests four reasons for using sales promotions: 1. Reaction to competitors promotions 2. Inertia: This is what the firm always did 3. Meeting short term-sales objectives 4. Meeting long-term objectives However research suggests that most sales promotions fall in the first 3 categories mainly for price based promotions (Lee, 2002).Moreover in most cases it is not used strategically but used as a panic measure. Furthermore it is suggested that sales promotions should be used at a higher level where it is integrated with main strategy (Lee, 2002).Therefore the usage of Shells online promotions and its relationship with the overall strategy needs to be explored. In order to understand this relationship within the context of this research it is important to identify the type of sales promotion strategy used by Shell. 4.2.3Type of strategies: As sales promotion can reflect both push and pull strategies it is important to distinguish between the types of strategies that could be potentially used by Shell (Yeshin, 2006).The push strategy motivates distribution channels and encourages them to promote the product or service to the consumer, whereas the pull strategy is targeted directly towards end users to purchase products or services from the distribution channel (Yeshin, 2006). Based on the above definitions and Shells promotional objective its promotional strategy is identified as a Pull strategy. These definitions of strategy are derived based on its intention to achieve results or goals for the firm(Craig,1983).Therefore in this case Shells choice of Pull strategy is based on its intention to drive online traffic to the forefront and increase the number of trials through its web portal. However there are multiple objectives for a firm at the corporate level and this leads to the design of different strategies to achieve different objectives at the expense of others (Craig, 1983; Shendel and Patton, 1978).Therefore this research tries to focus on the chosen sales promotion and its objective and does not consider the impacts of other objectives and strategies of the firm. Furthermore many research scholars have suggested that sales promotion is unlikely to attain sustainable competitive advantage (Yeshin, 2006).However there are exceptions to the above argument example: Tesco club card, BA Air miles (Yeshin, 2006). Therefore the sustainability of Shells online promotions is not ruled out and therefore needs to be explored. Moreover it is important to adopt a strategic approach rather than a tactical approach, which has been the focus in most cases (Yeshin, 2006). In order to evaluate the effectiveness and sustainability of Shells retail promotions, it is necessary to consider the potential impacts of sales promotion on the consumer. Raghubir et al (2004) argues that promotions may have three forms of impact on the consumer 1. Economic: The monetary benefits derived from the type of the promotional offer and its potential decrease in transaction time that lead to a simplified purchase decision. 2. Informational: It is about communicating the information about a brand which is unknown to the consumer. 3. Emotional: The feelings or emotions that are aroused as consequence of the exposure to the promotion. Therefore the impact of Shells online promotions in the above three forms would be explored in order to evaluate its contribution t 5.0 Measuring the effectiveness of promotions Although sales promotion is argued to be a marketing technique which is beneficial in the short-term. It is important to measure its long term-effectiveness in order to analyse the strategic significance of the activity. As cook (1995) argues it is important to consider the objective of the promotion before evaluation of the promotion in order to choose the best approach. Therefore in this case the post implementation review is done and its long-term effectiveness is considered. Based on the literature review and Yeshin (2006) suggestion the following factors could be used to measure the long term effectiveness of sales promotions: 1. Does the promotional concept fit well with the brand and expected consumer perceptions? 2. Is the promotion perceived to be credible by the consumers? 3. Are there any constraints for the consumer to overcome in responding to the promotion? 4. Is the recommended promotion most likely to achieve the desired objectives? 5. Is the promotion perceived as a value addition in satisfying consumer needs? In order to explore the long-term effectiveness and its contribution to obtain an online competitive advantage for Shell the existing literature on competitive advantage is explored relative to Shells online promotions. 6.0 Competitive Advantage: The information revolution has given firms new ways to outperform their rivals and therefore allows the firm to create a competitive advantage(Ref).This conceptualisation of competitive advantage is important because it is relative to the research objective which explores how the information presented by the sales promotion could contribute to the overall brand. The research by Porter and Miller suggest that it is hard to underestimate the strategic significance of the latest developments in information technology. It demonstrates that Information technology has been transforming the nature of products, processes, companies, industries and even competition itself (Porter and Miller,1985).Although it has been treated as a support service it is suggested that organisations should understand that on a broader perspective, as Information technology could create sustainable competitive advantage (Porter and miller,1985).Therefore with ongoing developments on the web, the strategic significance of Shells online promotions needs to be explored in order to identify its potential in obtaining an online competitive advantage. Information technology should be perceived as medium that can process the information created by businesses and use them through the various technologies that are linked in order to create a competitive advantage (Ref).Therefore it is relevant to discuss the reasons that underpin the strategic significance of Information technology and its impacts on business in order to understand how it could be used to create an online competitive advantage for Shell (Ref). Research suggests that information technology changes the way in which products and services are created and the information provided in order to create value to the consumers (Ref).In the case of Shell the value created is determined by the amount the consumers are willing to pay for their product or service (Ref).Therefore the Shell retail promotions could be considered profitable if the value it creates through the implementation of its promotion exceeds the cost of performing the promotional activity(Ref).This implies that Shell should either perform the promotional activity at a lesser cost or should create perceived value that leads to a premium price(Ref). 6.1Sustainable Competitive Advantage: The online environment is changing the existing roles of competition and strategy because there is a pressure on the average profitability of the industry which is created by the internet (Porter, 1991).Therefore with competition from firms such as B.P, ESSO and Total it is important for Shell to set itself apart from the others (Ref). This could be possible only by achieving a sustainable competitive advantage (Ref).However this could be achieved either by operational effectiveness or strategic positioning(Ref).In the case of operational effectiveness it is required for Shell to do things better than competitors where as in the case of strategic positioning Shell has to do things differently from competitors there by offering something unique to customers(Ref).However the improvement of operational efficiency using the internet does not provide a competitive advantage because the best practise established by Shell can be imitated by its competitors(Ref).Moreover it is argued that co mpetitive advantage tends to be short-lived in the online environment because competitor can easily monitor and offer a similar offer or service(Chaffey et.al., 2000:134).Therefore it becomes difficult to sustain the operational advantage. Hence strategic positioning is considered more important in this case where strategic positioning should involve a series of tailored activities to develop a product or service appeal that would offer a unique value perception (Ref). Moreover the online environment can be used to draw long lasting customer relationships (Ref).The interactive nature of the online environment can be used to build relationships (Ref). This is supported by Gronroos(1994). Buttle (1996:1) statement â€Å"Enduring relationships with customers cannot be duplicated by competitors, and therefore provide a unique and sustainable competitive advantage†. Therefore in order to explore the contribution of interactive online environment in building relationships with the consumer it is required to conceptualise the online consumer behaviour and the factors influencing them. 7.0Online consumer Behaviour: The strategic role of sales promotions in engaging online consumers is explored. Therefore based on the research objective it is important to have a significant understanding on online consumer behaviour and factors influencing them. Research suggests that more than 20% of consumers across several countries are buying products online using the internet and more than 50% of internet users in the U.S buy products and services online (Kim et al, 2009). In the U.K around 40% of internet users buy products and services online (Kim et al, 2009). Although it could be argued that there is no difference between online and traditional consumers (Constantinides, 2004). The new addition is building trust or confidence and is suggested to have a significant influence on online buying process (Ref).Therefore the factors influencing online consumer behaviour needs to be discussed based on the existing literature in order to understand their implications to the online promotions of Shell. 7.1Factors Influencing consumer Behaviour: Based on the previous academic research it is inferred that there are controllable and uncontrollable factors which influence consumer behaviour (Constantinides, 2004). The interaction of controllable and uncontrollable factors determines online decision making process just as in traditional markets (Constantinides, 2004).However in this research the factors that are under the control of the E-marketer would be explored. The existing research on online consumer behaviour indicates a set of controllable factors influencing consumer behaviour (Ref) * The functional attributes of the website such as interactivity and usability. * The psychological elements intended in lowering the level of consumers uncertainty by the communication of Trust and credibility of the website. There has been considerable amount of research on the components of web experience. However there has been minimal attention in their integration. Therefore this research attempts to explore the contribution of these elements in obtaining a competitive advantage. Based on the research objective the online consumer behaviour is conceptualised. 7.2Conceptualisation of Online Consumer behaviour: The online consumer behaviour is the key theme around which this research is based. Therefore it is imperative to introduce the online consumer considered in this research. Based on previous academic research the online consumer is considered to be a computer user and a shopper (Koufaris, 2002).The online consumers could be classified as potential customers and repeat customers as they posses different amount of information and use different criteria to make a purchase decision (Kim et al, 2009).Although it is suggested that different promotional strategies should be used to create initial sales and to generate repeat sales (Ref). This leads to less clarity on the differences in decision making by the two groups of consumers. However the research by Kim et al (2009) shows that the value perception of the transactions made online are strongly influenced by the non-monetary factors like perceived risk factor than by monetary factors like perceived price for potential consumers, in cont rast the repeat customers are strongly influenced by monetary factors than non-monetary factors(Ref). Therefore it is suggested that the promotion needs to be customised for the two different groups. But the extent of customisation and its influence on the consumers need to be tested and validated in the case of Shell (Zhang, 2009). This leads to a proposition where it is important to understand and measure online consumer behaviour. A multidisciplinary approach needs to be taken as it is important to consider Information systems, marketing and physiological perspectives to do a comprehensive analysis on online consumer behaviour (Straub and Watson 2001). There have been various attempts from academics in building models around online consumer behaviour. The key attributes identified from the research are on converting web surfers into web consumers and, reasons for not shopping online. It is interesting to see transaction cost theory being applied to understand the impact of I.T on market structure and consumer behaviour (Malone et al. 1987).Based on the frame work it is inferred that if buyer search costs are substantial it could influence consumer behaviour (Bakos 1997).However it is important to see how effective it is in the context of online consumers. It is argued that online consumers cannot depend on al l 5 senses to make purchase decisions as they are limited to product or services represented through photographs and text descriptions (Koufaris, 2002).However research shows that the representation of the product online and the web experience play a key role in driving consumer attitude towards shopping online and Strategic Role of the Sales Person for Online Consumers Strategic Role of the Sales Person for Online Consumers Abstract. This study aims to explore the role of online sales promotions in creating a sustainable competitive advantage for Shell. Based on the literature review and the research objective 4 propositions were developed. Shells representation of the product online plays a key role in driving consumer attitude towards shopping online and the intention to buy. The consumers perception of enjoyable online experience has a positive impact on impulse purchases leading to increase in sales for Shell. The online virtual experience created by the Shell promotion will play a major role in creating a competitive advantage. The communication of trust and credibility by the online promotions of Shell reduces uncertainty and adds perceived value to the brand. Based on the exploratory nature of the research objective depth interviews were used to provide insights into the consumer motives for engaging in the online promotional activity of Shell and how they perceive the information communicated and what are its effects on their decision making process. The information captured was measured using the analytical framework in order to validate the propositions. All the 4 propositions were proved to be valid however the research faces limitations in terms of the sample size and the attributes covered. Therefore using this research as a base it the strategic role of online promotions and its potential for establishing a sustainable competetive advantage could be further explored with a larger sample to reach a conclusion. 1 .0 Introduction Shell is a global organisation with a huge portfolio of businesses across domains. The firm has used the web as a platform to support its business through online marketing and promotions. In 2009 the shell retail department has been involved in Shell fuels campaign which highlights the quote â€Å"Get the most out of every drop† and the Shell retail team is interested in conducting a post implementation review of their retail promotions in 2009, as the retail team is interested in knowing, if their current retail promotion for the Shell fuels campaign 2009 is successful in meeting its promotional objectives, as it has been investing  £40,000 to  £48,000 on its retail promotions. The objective of the promotion chosen is to drive online traffic to the forefront and to influence trial through portal web traffic. The implementation task is outsourced to external agencies and therefore the Shell retail promotions manager Carolyn Thomas is interested to know the perception of ad option by the external customers. Moreover the retail department does not want to cheapen the Shell brand through their promotion. The promotion which is tested in this research would be the e-vouchering promotion used in the U.K. Bowman (1997) states that 80% of sales promotion does not work in the U.K. For example: It has been discussed in the academic research arena that coupon promotions are inefficient. Moreover research suggests that sales promotion is unlikely to attain sustainable competitive advantage; there are exceptions to the above argument example: Tesco, BA (Yeshin, 2006).However this is the case with sales promotions relative to the traditional shopping environment. The existing academic literature in online consumer behaviour suggests that, with technological advancements on the web, the online sales promotion has the potential to achieve a competitive advantage (Ref).Therefore the role of online sales promotions in obtaining a sustainable advantage is explored in t he context of Shell. Furthermore the significance of the promotional activity is analysed through qualitative in-depth interviews which tries to capture the different dimensions of online consumer perceptions on sales promotions. This in turn is validated with reference to the literature review conducted in the context of this research objective. 2.0 Problem Definition: Sales promotion in this context is defined as a planned and implemented marketing activity that enhances product or service appeal and changes consumer behaviour in return for an additional benefit for a purchase or participation (Yeshin, 2006).However existing research suggests that sales promotions can either enhance or destroy brand value, it depends on how the consumer perceives the promotion. Furthermore it is also concluded that the techniques such as coupon promotions offer little in terms of brand sustenance and leads to no lasting positive change in the value of post promotion sales and could also result in damaging the existing perception of consumers on the brand(Ref).However in the case of Shell this would depend on the strategic contribution of the promotional activity implemented by Shell. Therefore it is important to research the strategic role of sales promotion and its impact on the brand image of Shell, as the brand destruction by a sales promotion of one product would have an impact on the overall brand which caters to a wider portfolio of products and services (Ref). 3.0 Research Objective and Process: The Objective of this research is to explore the strategic role of sales promotion in engaging online consumers and its likelihood of obtaining a sustainable advantage within Shell. The methodology chosen for this research is qualitative and would involve depth interviews because this research is exploratory and requires the understanding of consumer perceptions and their feelings towards the online promotions. The sample used for this research involves Shell mangers responsible for the implementation of the promotion as well as the potential online consumers for Shell. This would benefit the Shell retail department in using the interactive elements of the web relative to online consumers perception on its promotion and reduce the risk of value destruction and potentially establish a sustainable advantage. This study would potentially give an understanding on the perceptions of their online consumers in the U.K which is one of their major markets. However this research does face limitations due to time constraints and access to resources ,this research would be considered as a pilot and could be explored in future with more detail for Shells other major markets such as Europe, US , Africa and Middle-East with the leverage of time and resources. Moreover the validity of this research could be enhanced with more samples in the U.K. 4.0 Literature Review This section would literally look again at the existing academic literature on what has already been written about sales promotions and online consumer behaviour within the context of this research (Lee and Lings, 2008).The existing academic literature on sales promotions has concluded that, its less likely to achieve a sustainable advantage because it is often used by marketers as a short term measure to achieve sales targets (Ref). However there is a considerable amount of research happening in the area of online promotions which suggests that there is a potential for online promotions to establish a competitive advantage by taking advantage of the technological advancements on the web, such as the 3 dimensional and interactive features of the web, which could be used by marketers in creating perceived value to the brand and therefore contributing to the long term brand value (Ref). However there is limited research in the role of online sales promotions in establishing an online s ustainable advantage because of the rapid technological developments. Therefore this research would contribute to the existing literature and also would attempt to answer Shells question on if their promotion is creating or destroying its brand value. The research propositions are developed based on the literature review and also would form the basis of an appropriate research methodology. 4.1 Conceptualization of Promotions: Promotions have perhaps witnessed both dramatic growth and change over the years than any other area of marketing communications (Yeshin, 2006).Therefore it is important to review the different definitions relative to the changing nature of promotions (Table 1). Academics Definition The institute of sales promotions(2004) Describes, â€Å"A planned and implemented marketing activity that both enhances product or service appeal and changes customer behaviour positively in return for additional benefit for purchase or participation † Shimp (2000) Suggests that â€Å"a promotion is any incentive used by a manufacturer to induce the trade and/or consumer to buy a brand and encourage the sales force to aggressively sell it† Kotler et al(1999) Defines sales promotion as â€Å"Short-term incentives to encourage purchase or sale of a product or service† Schultz, Robinson and Petrison(1992) Provide a more strategic definition of sales promotion, they suggest that â€Å"Sales promotions are marketing and communication activities that change the price/value relationship of a product or service perceived by the target, thereby (1)generating immediate sales and (2)altering the long term brand value† The Direct marketing association(1994) Similarly argues that â€Å"Sales promotion activities that communicate distinctive brand attributes and contribute to the brand development and reinforcement of brand value are consumer franchise building promotions† Alan Toop(1994) Writing in marketing suggests:† Sales promotion conducts an interactive relationship with its audience. It invites participation, invites consumers to enter ,to apply, to collect† Table 1: Sales promotion definitions Therefore the above contradictions in the definitions, leads to a confusion in the role and purpose of sales promotions, and therefore its been argued seriously in the academic arena, and concluded that the techniques offer-little in the way of brand sustenance, and leads to no lasting positive change in the value of post promotion sales, and as a consequence could result in damage to the existing brand perceptions (Ehrenberg et al, 1991; Ehrenberg, 1994; Jones, 1990; Yeshin, 2006). However this would depend on the strategic contribution of the promotional activity implemented by Shell (Ref).Moreover its been pointed by Gupta et al (1997) that empirical research in the area of sales promotions has been focusing on the short term effects of sales promotions and therefore its been used by most marketers as a tactical tool. In support Peattie and Peattie (1997) argue that the bundling of all the different types of promotions for the purpose of research and study gives a very limited view of the potential achievements of sales promotions and also has encouraged a negative perception on the impacts that promotions can potentially have on the brand. Furthermore in the following paper Peattie et al (1997) argues that most of these preconceptions are caused because of the tendency to view sales promotions as only price based and exclude the promotional activities that add value to the brand. This point is reiterated that the tendency of most researchers in this area has been to generalize sales promotions under money off and coupon promotions (Peattie, 2002). Moreover it has been argued that much of the research on sales promotions has been conducted considering the short term effects of sales promotions and has rarely conducted any research on the more long term contribution of sales promotions such as the communication oriented impact of sales promotion on consumers (Peattie,2002).This implies that in order to make sense and obtain reliable results it is necessary to disaggregate the different sales promotional techniques into their individual components(Yeashin,2006). Therefore in this research the long term contribution of Shells E-vouchering promotion is evaluated. Moreover it is argued that generalising all the promotions to achieve the same goals irrespective of their individual execution would imply incorrect results (Yeashin, 2006).Furthermore it is also pointed out by various authors that in order to focus on the long term impacts of sales promotions a more strategic focus is required and is illustrated by the following quotes ‘Sales promotions have come a long way from the time when it was ‘simply a short term inducement to increase sales (Robinson and Hauri, 1995). ‘Promotions are no longer simply short-term initiatives to lift sales, they are increasingly being used to reinforce brand values (Gay, 1997) The above definitions suggest the need for a long -term focus and the strategic application of sales promotions considering broader dimensions of the potential impacts of sales promotions (Yeshin, 2006).Therefore it is important to explore the broader strategic dimensions of Shells sales promotions in order to reach a credible conclusion on its contribution to the Shell brand. 4.2Strategic dimension of sales Promotions: Research suggests that more often sales promotion is considered as a short term-tactical tool (Yeshin, 2006).Although sales promotion is widely used to fulfil a variety of short-term objectives it often fails to recognize the strategic contribution on the long term, and it could often result in destroying the image or value of the brand (Yeshin, 2006). In order to evaluate its long term benefits it is critical to analyse the contributions of Shells online sales promotion in reinforcing its brand image, enhancing customer loyalty and developing strong relationships with its consumers because this can strengthen its brand position(Ref). Therefore it is important to explore the role of strategy within Shells online sales promotion and its contribution to the long-term effectiveness of the brand. 4.2.1Role of strategy: The strategy should provide a framework to measure and research on the type of sales promotion implemented (Head, 1998; Yeshin, 2006). Although it is suggested that sales promotions should be considered in line with the overall brand building process (Yeshin, 2006). An alternative definition by Schultz et al (1992) provides a more strategic focus on the on the consideration of the sales promotion activity. â€Å"Sales promotions are marketing and communications activities that change the price/value relationship of a product/service perceived by the target, therefore by generating immediate sales and altering long term brand value† The above definition is considered important because it recognizes the need for generating short term sales volume and also promotes the need to consider the long term issues related to the brand (Schultz et al, 1992; Yeshin, 2006).Therefore based on this definition the strategic significance of Shells promotions in engaging online consumers should be evaluated because this definition gives a base for evaluating the promotions of Shell by recognising the short term objective of generating sales volume whilst appreciating the long term issues relative to its brand (Schultz et al,1992).For this reason it is required to explore the impact of sales promotions and its implications to the Shell brand. In order to understand its significance to the Shell brand it is important to identify the strategic use of sales promotions (Yeshin,2006).This would benefit Shell in communicating consistent overall brand image whilst helping each individual promotion achieve its objectives by creating incre ased awareness(Yeshin,2006). It has been pointed that the reduction in product differentiation is one of the reasons for the increased usage of sales promotions(Yeshin,2006).Furthermore various studies suggest that similarities between brands can cause reduction in brand loyalty and is a consequence of increased usage of price oriented promotions(Ehrenberg,1993;Mela et al,1997). However there are various promotions that have demonstrated the potential to enhance the brand and generate loyalty in the long-term. For example: The frequent flyer schemes by airlines, Levis Flat Eric and Pepperami Fanimal(Yeshin,2006).Therefore as Lisa Campbell(1996)work in Promotions and incentives journal suggests ‘Its not the tool we should be blaming but the users. This implies that the sales promotion tool used by Shell is not to be blamed but the way in which it is applied. Therefore it is required to review the literature on the strategic application of sales promotions and its potential benefits. 4.2.2The Strategic Application of Sales promotions: Davies (1992) and OMalley (1993) provide a contrasting view which suggests that sales promotions that are consistent with the overall marketing communications plan can enhance long term brand value and therefore could be considered strategically valuable.Similarily its been argued that sales promotions offering a rebate or discount are likely to cheapen the brand(Aaker,1991).However there are ways to apply promotions strategically and enhance the brand equity rather than destroying it(Aaker,1991). Furthermore the brand equity can be reinforced by strengthening its brand awareness and associations (Yeshin,2006).However based on the research conducted by Peattie et al (1997) it is concluded that sales promotions have the potential to: 1.Improve brand awareness. 2.Stimulate product trial. 3.Act as a communications channel between a company and its customers. Based on the research by Peattie et al (1997) the strategic application of Shells sales promotion is identified to stimulate product trial and act as communication channel between Shell and it consumers. However its contribution to the brand depends on how the consumer perceives the promotion. Furthermore the potential reasons behind using sales promotions needs to be identified in order to understand the reason underpinning Shells Online promotions (Yeshin, 2006). Lee (2002) suggests four reasons for using sales promotions: 1. Reaction to competitors promotions 2. Inertia: This is what the firm always did 3. Meeting short term-sales objectives 4. Meeting long-term objectives However research suggests that most sales promotions fall in the first 3 categories mainly for price based promotions (Lee, 2002).Moreover in most cases it is not used strategically but used as a panic measure. Furthermore it is suggested that sales promotions should be used at a higher level where it is integrated with main strategy (Lee, 2002).Therefore the usage of Shells online promotions and its relationship with the overall strategy needs to be explored. In order to understand this relationship within the context of this research it is important to identify the type of sales promotion strategy used by Shell. 4.2.3Type of strategies: As sales promotion can reflect both push and pull strategies it is important to distinguish between the types of strategies that could be potentially used by Shell (Yeshin, 2006).The push strategy motivates distribution channels and encourages them to promote the product or service to the consumer, whereas the pull strategy is targeted directly towards end users to purchase products or services from the distribution channel (Yeshin, 2006). Based on the above definitions and Shells promotional objective its promotional strategy is identified as a Pull strategy. These definitions of strategy are derived based on its intention to achieve results or goals for the firm(Craig,1983).Therefore in this case Shells choice of Pull strategy is based on its intention to drive online traffic to the forefront and increase the number of trials through its web portal. However there are multiple objectives for a firm at the corporate level and this leads to the design of different strategies to achieve different objectives at the expense of others (Craig, 1983; Shendel and Patton, 1978).Therefore this research tries to focus on the chosen sales promotion and its objective and does not consider the impacts of other objectives and strategies of the firm. Furthermore many research scholars have suggested that sales promotion is unlikely to attain sustainable competitive advantage (Yeshin, 2006).However there are exceptions to the above argument example: Tesco club card, BA Air miles (Yeshin, 2006). Therefore the sustainability of Shells online promotions is not ruled out and therefore needs to be explored. Moreover it is important to adopt a strategic approach rather than a tactical approach, which has been the focus in most cases (Yeshin, 2006). In order to evaluate the effectiveness and sustainability of Shells retail promotions, it is necessary to consider the potential impacts of sales promotion on the consumer. Raghubir et al (2004) argues that promotions may have three forms of impact on the consumer 1. Economic: The monetary benefits derived from the type of the promotional offer and its potential decrease in transaction time that lead to a simplified purchase decision. 2. Informational: It is about communicating the information about a brand which is unknown to the consumer. 3. Emotional: The feelings or emotions that are aroused as consequence of the exposure to the promotion. Therefore the impact of Shells online promotions in the above three forms would be explored in order to evaluate its contribution t 5.0 Measuring the effectiveness of promotions Although sales promotion is argued to be a marketing technique which is beneficial in the short-term. It is important to measure its long term-effectiveness in order to analyse the strategic significance of the activity. As cook (1995) argues it is important to consider the objective of the promotion before evaluation of the promotion in order to choose the best approach. Therefore in this case the post implementation review is done and its long-term effectiveness is considered. Based on the literature review and Yeshin (2006) suggestion the following factors could be used to measure the long term effectiveness of sales promotions: 1. Does the promotional concept fit well with the brand and expected consumer perceptions? 2. Is the promotion perceived to be credible by the consumers? 3. Are there any constraints for the consumer to overcome in responding to the promotion? 4. Is the recommended promotion most likely to achieve the desired objectives? 5. Is the promotion perceived as a value addition in satisfying consumer needs? In order to explore the long-term effectiveness and its contribution to obtain an online competitive advantage for Shell the existing literature on competitive advantage is explored relative to Shells online promotions. 6.0 Competitive Advantage: The information revolution has given firms new ways to outperform their rivals and therefore allows the firm to create a competitive advantage(Ref).This conceptualisation of competitive advantage is important because it is relative to the research objective which explores how the information presented by the sales promotion could contribute to the overall brand. The research by Porter and Miller suggest that it is hard to underestimate the strategic significance of the latest developments in information technology. It demonstrates that Information technology has been transforming the nature of products, processes, companies, industries and even competition itself (Porter and Miller,1985).Although it has been treated as a support service it is suggested that organisations should understand that on a broader perspective, as Information technology could create sustainable competitive advantage (Porter and miller,1985).Therefore with ongoing developments on the web, the strategic significance of Shells online promotions needs to be explored in order to identify its potential in obtaining an online competitive advantage. Information technology should be perceived as medium that can process the information created by businesses and use them through the various technologies that are linked in order to create a competitive advantage (Ref).Therefore it is relevant to discuss the reasons that underpin the strategic significance of Information technology and its impacts on business in order to understand how it could be used to create an online competitive advantage for Shell (Ref). Research suggests that information technology changes the way in which products and services are created and the information provided in order to create value to the consumers (Ref).In the case of Shell the value created is determined by the amount the consumers are willing to pay for their product or service (Ref).Therefore the Shell retail promotions could be considered profitable if the value it creates through the implementation of its promotion exceeds the cost of performing the promotional activity(Ref).This implies that Shell should either perform the promotional activity at a lesser cost or should create perceived value that leads to a premium price(Ref). 6.1Sustainable Competitive Advantage: The online environment is changing the existing roles of competition and strategy because there is a pressure on the average profitability of the industry which is created by the internet (Porter, 1991).Therefore with competition from firms such as B.P, ESSO and Total it is important for Shell to set itself apart from the others (Ref). This could be possible only by achieving a sustainable competitive advantage (Ref).However this could be achieved either by operational effectiveness or strategic positioning(Ref).In the case of operational effectiveness it is required for Shell to do things better than competitors where as in the case of strategic positioning Shell has to do things differently from competitors there by offering something unique to customers(Ref).However the improvement of operational efficiency using the internet does not provide a competitive advantage because the best practise established by Shell can be imitated by its competitors(Ref).Moreover it is argued that co mpetitive advantage tends to be short-lived in the online environment because competitor can easily monitor and offer a similar offer or service(Chaffey et.al., 2000:134).Therefore it becomes difficult to sustain the operational advantage. Hence strategic positioning is considered more important in this case where strategic positioning should involve a series of tailored activities to develop a product or service appeal that would offer a unique value perception (Ref). Moreover the online environment can be used to draw long lasting customer relationships (Ref).The interactive nature of the online environment can be used to build relationships (Ref). This is supported by Gronroos(1994). Buttle (1996:1) statement â€Å"Enduring relationships with customers cannot be duplicated by competitors, and therefore provide a unique and sustainable competitive advantage†. Therefore in order to explore the contribution of interactive online environment in building relationships with the consumer it is required to conceptualise the online consumer behaviour and the factors influencing them. 7.0Online consumer Behaviour: The strategic role of sales promotions in engaging online consumers is explored. Therefore based on the research objective it is important to have a significant understanding on online consumer behaviour and factors influencing them. Research suggests that more than 20% of consumers across several countries are buying products online using the internet and more than 50% of internet users in the U.S buy products and services online (Kim et al, 2009). In the U.K around 40% of internet users buy products and services online (Kim et al, 2009). Although it could be argued that there is no difference between online and traditional consumers (Constantinides, 2004). The new addition is building trust or confidence and is suggested to have a significant influence on online buying process (Ref).Therefore the factors influencing online consumer behaviour needs to be discussed based on the existing literature in order to understand their implications to the online promotions of Shell. 7.1Factors Influencing consumer Behaviour: Based on the previous academic research it is inferred that there are controllable and uncontrollable factors which influence consumer behaviour (Constantinides, 2004). The interaction of controllable and uncontrollable factors determines online decision making process just as in traditional markets (Constantinides, 2004).However in this research the factors that are under the control of the E-marketer would be explored. The existing research on online consumer behaviour indicates a set of controllable factors influencing consumer behaviour (Ref) * The functional attributes of the website such as interactivity and usability. * The psychological elements intended in lowering the level of consumers uncertainty by the communication of Trust and credibility of the website. There has been considerable amount of research on the components of web experience. However there has been minimal attention in their integration. Therefore this research attempts to explore the contribution of these elements in obtaining a competitive advantage. Based on the research objective the online consumer behaviour is conceptualised. 7.2Conceptualisation of Online Consumer behaviour: The online consumer behaviour is the key theme around which this research is based. Therefore it is imperative to introduce the online consumer considered in this research. Based on previous academic research the online consumer is considered to be a computer user and a shopper (Koufaris, 2002).The online consumers could be classified as potential customers and repeat customers as they posses different amount of information and use different criteria to make a purchase decision (Kim et al, 2009).Although it is suggested that different promotional strategies should be used to create initial sales and to generate repeat sales (Ref). This leads to less clarity on the differences in decision making by the two groups of consumers. However the research by Kim et al (2009) shows that the value perception of the transactions made online are strongly influenced by the non-monetary factors like perceived risk factor than by monetary factors like perceived price for potential consumers, in cont rast the repeat customers are strongly influenced by monetary factors than non-monetary factors(Ref). Therefore it is suggested that the promotion needs to be customised for the two different groups. But the extent of customisation and its influence on the consumers need to be tested and validated in the case of Shell (Zhang, 2009). This leads to a proposition where it is important to understand and measure online consumer behaviour. A multidisciplinary approach needs to be taken as it is important to consider Information systems, marketing and physiological perspectives to do a comprehensive analysis on online consumer behaviour (Straub and Watson 2001). There have been various attempts from academics in building models around online consumer behaviour. The key attributes identified from the research are on converting web surfers into web consumers and, reasons for not shopping online. It is interesting to see transaction cost theory being applied to understand the impact of I.T on market structure and consumer behaviour (Malone et al. 1987).Based on the frame work it is inferred that if buyer search costs are substantial it could influence consumer behaviour (Bakos 1997).However it is important to see how effective it is in the context of online consumers. It is argued that online consumers cannot depend on al l 5 senses to make purchase decisions as they are limited to product or services represented through photographs and text descriptions (Koufaris, 2002).However research shows that the representation of the product online and the web experience play a key role in driving consumer attitude towards shopping online and

New York City Essay examples -- Descriptive Personal Narrative Essays

When you associate anything with New York City it is usually the extraordinary buildings that pierce the sky or the congested sidewalks with people desperate to shop in the famous stores in which celebrities dwell. Even with my short visit there I found myself lost within the Big Apple. The voices of the never-ending attractions call out and envelop you in their awe. The streets are filled with an atmosphere that is like a young child on a shopping spree in a candy store. Although your feet swelter from the continuous walking, you find yourself pressing on with the yearning to discover the 'New York Experience'.   Ã‚  Ã‚  Ã‚  Ã‚  Upon arrival into the jungle of vast buildings, the first thing noticed is the mobbed streets filled with taxi cabs and cars going to and fro in numerous directions, with the scent of exhaust surfing through the air. As you progress deeper into the inner city and exit your vehicle, the aroma of the many restaurants passes through your nostrils and gives you a craving for a ?NY Hot Dog? sold by the street venders on the corner calling out your name. As you continue your journey you are passed by the ongoing flow of pedestrians talking on their cell phones and drinking a Starbucks while enjoying the city. The constant commotion of conversing voices rage up and down the streets as someone calls for a fast taxi. A mixed sound of various music styles all band together to form one wild tune.   Ã‚  Ã‚  Ã‚  Ã‚  After a few hours of bustling through the streets, you realize that...

Essay examples --

The word â€Å"challenging behavior† can evoke feelings of frustration, anger, hostility or sense of helplessness in any parent, teacher or caregiver of a young child with behavioral challenges. Education.com (2006 - 2012) defines this term: as behavior that may impede with a child’s ability to learn, develop or play in a manner that is socially acceptable. They further define challenging behavior as behavior that could be potentially harmful to the child or others. This type of behavior in a young child, predisposes that child to social problems and academic failure (Klass, Guskin, and Thomas, 1995; Ritchie and Pohl, 1995). Marion (2011) defines challenging behavior as a stimulus that a child reacts poorly to, that in turn challenges the child’s parents or teachers to guide them in a positive manner. Current research indicates that children who have significant challenging behavior will have problems in school. They have issues with social skills, emotiona l control and language development. These insufficiencies contribute to the lack of skills to succeed in basic academic tasks such as reading (Coi, 1996). Traits that are often attributed to children who exhibit these traits are hyperactivity, inattentiveness and disruptive. Teachers are twice as likely to overlook them, ask them fewer questions and be low in positive responsiveness (Webster-Stratton & Herbert, 1994; Shonkoff and Phillips, 2000). Children with behavioral challenges face far greater difficulties with social and emotional development. Other children will tease and ridicule them, or reject them entirely. These experiences bruise a child’s self-esteem and confidence, they are left feeling depressed and isolated. Once a child accepts rejection, they fight or ... ...s, to difficulties in conflict resolution to academic success. Parents play a pivotal role in teaching their young children how to appropriately behave or react to a certain stimuli. Positive adult-child interactions such as respect, providing an environment that is not rushed, using calm tones and accepting differences go a long way in changing or guiding a child’s behavior (Marion, 2011). For some children how to react to a certain situation in a positive manner is innate. However, other children need to be taught the skills to productively and successfully navigate conflicts that might arise. This can be achieved through a Direct Model Plan, a PBIS or a Behavior Matrix (Carter & Pool, 2012) The goal of challenging behaviors is to prevent those behaviors from rising, by providing children with the skills to navigate successfully through difficult situations.