"El Patron'" and the Immigrant experience

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One of the most common problems that immigrants faced when they arrive in their new country is how to assimilate into that country's tradition and values without losing your sense of identity. In the story "El Patron" Senor Matinez after immigrating to the United States wanted to instill the traditional Mexican values of war and the love for his country into his son Tito but Tito haven been born and raised in the United States have learnt America's value of individualism. The story deals with the conflicts between father and son and also cultural conflicts.

"El Patron" presents a common problem amongst immigrant families all over the world. Many families when immigrate to a new country would face problems of integrating and assimilating into society. For Senor Matinez, who settled in the United States and raised a family there still carry with him his Mexican belief in dying for one's country and the pride of going to war. For him going to war and following government orders are what he believe would make him a proud American citizen. To have his son go to war and fight for his new country is an honor and almost an act of gratitude to the United States for giving him and his family and new life and home. However, Tito, Senor Matinez's son does not think and feel the same way that Senor Matinez feels. Tito, born, raised and instilled by the true American tradition opposes the war and find no cause in attacking a country for the oil field. Raised in a country where freedom of speech and having a sense of individuality is most valued Tito finds himself in a precarious situation between his father's demand that he should serve his country and his own conscience of fighting in a war of lost cause. Eventually Tito stands by his own self-conscience. It may seem like the conflict between Senor Matinez and Tito are universal conflicts between father and son with different points of views and ideas in which it is, nevertheless, the conflicts reaches out to a greater conflict, which is the conflict between two cultures and two generations.

Even though Senor Matinez and his son disagree upon whether Tito should go to war or not, but in the end the conflict was resolved. Both parties were divided in their points of view and the only way they could resolve their difference was through a mediator. Both Senor Matinez and Tito expressed their points of view about the conflict and both understood each other's position and accepted and respected each other's decision. Through mediation, talking, exchanging ideas and a little understand cross-cultural problems can be resolved.

The story "El Patron" shows that assimilation, for first generation immigrants are not as easy as the children of the first generation because the children have more exposure to the cultures and ways of the American life where as the parents are pretty much still attached to the old and tradition values of the country. As much as Senor Matinez believes he is an American (through his act of sending his only son to fight for 'his' country) Senor Matinez cannot let go of his original culture and beliefs. Ironically enough through Senor Matinez's patriotism for America it can perhaps be analyzed that Senor Matinez is more American than his American-born son. For Tito, as a man born of an immigrant family he is surely the infinitive definition for being an American as he holds many of the American values dearly to him and was willing to fight his family and his country for what he believed in his heart was right. The story "El Patron" also shows the differences in the two conflicting views that both cultures have towards the value of education. Senor Matinez feels that education does not instill the values that he wishes into his son.

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Overall, the immigrant experience for Senor Matinez, Tito, and Lola are both positive and negative. For Senor Matinez the immigrant experience for him is rather a negative experience because he has lost the ability to instill his Mexican culture and heritage into his children. Because of this inability to pass on his cultural heritage to his children it causes a gap between him and his children leading to misunderstanding and conflict as seen from the story "El Patron". It seems like Senor Matinez is the least out of the three characters (Tito and Lola) to adapt and assimilate into American society. Senor Matinez still hold much of his old habits and cultural values from Mexico as seen from his treatment to his daughter Lola, no involving her into any of the family problems and sending her to the kitchen while the men talk in the living room. Again the concept of equality amongst men and women is a relatively foreign concept for Senor Matinez. On the contrary Lola, Senor Matinez's American born daughter feels differently because Lola demands that her dad treat her as equal to that of the way Senor Matinez would treat her husband. When we look at Lola and Tito, both American born children of an immigrant family, has assimilated into American culture pretty well. Tito has learnt to voice what he believed is right and wrong and is willing to go against all odds. Please note that this sample paper on "El Patron'" and the Immigrant experience is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on "El Patron'" and the Immigrant experience, we are here to assist you. Your persuasive essay on "El Patron'" and the Immigrant experience will be written from scratch, so you do not have to worry about its originality.

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Drama essay

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ʏMy Part...

Each member of the group had certain things to contribute to allow the project to work. On my behalf I arranged the scenes in their order to let the rhythm of the play flow in a correct way. I thought that the opening scene should be strong & symbolic. This is why I decided to put the scene with the bible & the bloody body at the beginning. This is a very symbolic scene, it symbolises the way that people turn to religion for salvation. But it also has a contradiction to it, as there is a bloody body laying on top of the bible, this represents the reality of the world & what it has become. People turn to religion for salvation, yet they fight for religion & kill for religion & die for salvation.

As we talked about the play that we wanted to produce, I found it best to draw sketches of what i had in mind to do. I drew sketches of each scene, with notes all around the drawings to let me & the rest of the group understand what i had in mind. After doing brief sketches, i decided to plan out the stage settings. I divided pages into half, on each half graphing a simple blueprint of the stage & the props. A lot of thought went into this section of planning, as I had to figure out what lighting would have the best effects. After mapping out where the actors would be standing & the position of the props being used, i indicated where i wanted the lighting & at what intensity i wanted them. I wrote notes for each section to show how the lights would be used. The lighting is a critical effect as this creates the atmosphere being produced in the play, it allows the dream feeling to come to life.

As we where going to use the lights in such an important way, we wanted to go that step further. One of the team members had a great idea to use sound effects while he did his mini monolog. Building from this idea i wanted to really create an atmosphere for the audience. As we where going to have such an important opening scene, i wanted the mood to be perfect. I choses music to be played in the background that was very gothic & ancient. To blend in with the music i wanted the correct lines to be said, so i did some research to find words & phrases in the ancient language of Latin. I created movements to go with the music mixed in with phrases of Latin. But the opening scene is not the only scene that consists of sound effects. I looked for specific sound effects to be played in the scene " Johnnys Death" . I taped a small segment of a war movie that had the specific sounds i was looking for. Another part of the play that has sound is when the drunk father comes in. As the daughter is being abused a soft harmony plays in the background, a song that speaks of a shining star to help lead the way. We believed that this would have a strong impact on the audience, a soft sweet harmony playing as though that is what the little girl craves for. Furthermore, her father, the reality of her world, is hitting her.

The words used in the play are curtail, I wanted the mood of sad & lost to really reach the audience. I thought it best to use specific sentences, to be bold, to tell it how it really is. In the script more movement is used than speech. When writing the script, i found it difficult to blend movement with the very meaningful words. I wanted smooth & fragile body movements, this would create that dream world. At the same time i wanted to make it into a nightmare, so i blended some strong movements with smooth movements.

Using the language of Latin & with fantasy movements, the play began to build into what we were aiming for. One of the most difficult parts in the script for me was to write the appropriate lines for the last scene. Like the opening scene the last one is just as important. I needed to be sure that when the play ended that the audience would be left with the exact feeling i was going for. I researched the development of a baby inside the womb, after doing so i began the process of writing out the lines for the closing scene. Having a mother talk about being pregnant was something that had already been used. Instead i reversed the situation, i had a baby talk about being in the womb of it's mother whom which ends up killing the unborn child. This ending was sure to provide me with the statement i wanted to reach out to the viewers, that the world is cruel, that the reality of today is that mothers do kill their own children & that life isn't a dream.

With so much to do & such little time to do it, i called a meeting during the holidays at my house. Thankfully all members came & i provided them with the insight to the script i had written. After taking notes, we all decided to see how the play would look like in action. We used the garage & began to do each scene in a very draftee manner. We explained to each other what was to be done & how, as well as organising some last minute details needed for the performance. The props for the play had to get done, i said i would do the bible & sofa cover, as well as the hoods & masks needed to create that certain effect. But time was running out & i had to get a move on it.

During my part i did a lot of research , on the dialog language & especially in the development of a child's growth inside the womb. A lot of effort has gone behind this project to make sure that the overall aim is accomplished.

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Early Settlement to Newfoundland and Labrador

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The initial population of the island of Nfld came as a result of the fishery. Organized attempts to populate the island but a few scattered souls remained each year and eventually the island's population grew.

Migratory Fisherman

I leave England on the journey to Newfounland in early March, and in some years in the middle of April. This is due to the weather which must be just right for the often dangerous crossing of the Atlantic. We land on the northern or eastern areas of the island four weeks later, although some years it has taken us up to six weeks to make the crossing. The ship is crewed by other poor laborers like myself who have made the trip several times before, but also among the crew are young teenage boys on their first trip to the island. They will mainly stay ashore and cure the fish we catch.

Before we can go fishing, however, we must find a safe harbour close to the fishing grounds, where there is also sufficient forest from which we can get the material to build our flakes and stages, along with every other structure we need, such as the cookhouse. We must also make sure that there is enough flat land where we can cure our fish, if not we will have to clear some. This work can usually take 6 or 8 weeks to do before we can go fishing.

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When we finally are ready to fish we are placed in smaller boats, maybe 16 to 0 feet in length, along with or other men. We begin fishing with our hand-lines at dawn and continue until our boats are full or just before the sun sets. We then land our catch and the shore crew, usually the same number as those aboard the boats split and clean the fish and lightly salt it, then pack it away until the morning when it has to be placed on the flakes to dry. We grab our supper and go to bed so that we can rest and repeat the same thing tomorrow. Only more months of this and we will be heading home.

Planter

I leave England on the journey to Newfound land in early March, and in some years in the middle of April. This is due to the weather which must be just right for the often dangerous crossing of the Atlantic. We land on the northern or eastern areas of the island four weeks later, although some years it has taken us up to six weeks to make the crossing. Unlike the others aboard I am not a hired hand, but rather my own boss. I have paid for myself and my small crew's ( or other men) voyage across and already have my boat and supplies there, awaiting my arrival. I hope no damage has come to it or else I'll have to spend the first month repairing it. Quite often the Indians or those pesky settlers have destroyed my gear.

Once we get to the island there will be some preparation for us to do before we begin fishing. We must rebuild our flakes, and at times even our stages, as well as do repair on the shack which will be our home for the next five months. I will sell our catch to the trade ships that come up from the Mediterranean or from jolly old England.

My boat is about 0 feet in length, and along with my crew I will begin handlining at dawn and continue until our boat is full or until just before the sun sets. We then land our catch and the shore crew, usually the same number as those aboard the boats split and clean the fish and lightly salt it, then pack it away until the morning when it has to be placed on the flakes to dry. We clean up, grab our supper and go to bed so that we can rest and repeat the same thing tomorrow. Only more months of this and we will be heading home.

Settler

I worried a few years ago when I moved my family to this rugged place. Back then I thought that I could make a decent living and return my family back to jolly old England before I died. Now I don't know if that is possible. I figured I would at least do better then when I use to come here and fish on those migratory boats. At least I own a fair sized piece of land, but it is awfully lonely here, especially during the long winter months, when there are only a few other families here.

I own my own boat and trade the fish I catch to the trading ships that come from England and the American colonies. But this fishing is hard work and the wife and family has got to be helping me at it all day long, they don't get much rest. In the winter we survives on the fish I manages to catch and the few vegetable we have left from our small garden. I go into the woods and cut all the firewood I need and I also cut some other logs in hopes that the migratory fishermen will trade me for them next spring. I also does a bit of hunting to supplement our diet of fish, which can lose its taste after you eat it all year round.

The migratory fishermen aren't too bad, since they trades me a great deal of goods that I can use each year, but they think they owns the land. So while they are gone back to England I am going to move my stage and flakes closer to the shoreline. There's sure to be a fuss about this, because it happens every year, between us few that stays here and them. I can't wait until I goes back home, but I guess now that this is only a dream and I'll never see my homeland again.

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The Age of Clutter

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Perception

¡§The age of clutter Conducting effective research using the Internet¡¨ appears to be based solely on the perceptions of the author¡¦s. I say this because although many references are sighted in the article, there is no real supporting data provided. Additionally, the paper expresses only one perception. The author¡¦s neither discuss nor present opposing viewpoints and none of the references cited express a viewpoint that is counter to the author¡¦s. The author¡¦s perception that information gathered from the Internet is difficult to manage may have been true three years ago, but with today¡¦s technology it is much easier to deal with.

Assumption

The author¡¦s make the assumption that Internet research is more difficult than ¡§traditional research methods¡¨, but never provide specific examples of why this is true. The author¡¦s also assume that Internet research requires more familiarity with a topic than ¡§traditional research methods¡¨ but fail to convince the reader with explicit details. If the author¡¦s had expanded these thoughts, they may have realized that they were assumptions rather than facts.

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Emotion

The author¡¦s express that vast amount of information available on the Internet can present a daunting experience if collected without the proper tools or knowledge. The author¡¦s convey that the ability to collect an abundance of data with a single keystroke can send a researcher on an emotional roller coaster. When all the data starts to come in, there is a feeling of elation, but when it is time to go through all of that data the elation can turn to frustration.

I believe that most of the views expressed in this paper are biased by negative emotions that the author¡¦s experienced while collecting information from the Internet, but this may not be true for all researchers.

Language

The language used by the author¡¦s didn¡¦t do much for me. I had a difficult time following the thoughts that they were attempting to present. There was a lot of information presented, but it was not explained with much detail. The facts that were presented were more subjective than objective. The structure of this paper did not bring my thoughts into alignment with the author¡¦s thoughts. In short, the opinions expressed were not very persuasive.

Argument

The author¡¦s argument is that the Internet presents new challenges that one must be aware of when doing research over the Internet. These challenges include

„X dealing with the plethora of information the Internet provides

„X assessing the quality of the Internet information

„X assimilation of information using critical thinking skills

Although this argument may be a good argument, the author¡¦s never really give any clear specific examples of the problems they describe. They only site other references that they feel discuss their issues. They fail to convince the reader why the argument is a good argument.

Fallacy

The fallacy is that the author¡¦s believe researching information over the Internet is somehow different than ¡§traditional research methods.¡¨ However, they never convey what they mean by ¡§traditional research methods.¡¨ So, the reader is left to assume that traditional research means going to the library to research books, articles, etc. Is this a good assumption? If it is, then doesn¡¦t traditional research also present the same challenges as Internet research? Although traditional research methods may not have the amount of information that is available on the Internet, we still have to assess the quality of this information and properly assess it using our critical thinking abilities.

Logic

The author¡¦s logic with dealing with data relevance and information overload of the Internet versus traditional research methods (assuming this means going to the library) appears to be flawed. They pose that because the Internet provides much more information than traditional methods of research, that evaluating it is extremely more time consuming. But is it really? Isn¡¦t it just as time consuming (if not more so) to have to get in a car and drive to the library while trying to fuddle around with a library computer that may not provide the filtering capabilities as certain web search engines?

The author¡¦s also believe that people may not be sufficiently familiar with a topic to think of related topics that may help in the search. But isn¡¦t it true that researchers have the same difficulties with traditional research methods?

All in all, the author¡¦s do not do a comparison of why Internet research poses more problems than traditional research methods. Lack of this comparison leaves the reader wondering if the logic of this article is good logic.

Issue/problem resolution

The author¡¦s do a good job with resolving the problems that Internet research provides by making research a mindful activity, defining the problem effectively, defining information needs, and identifying proper information sources prior to performing the research. The author¡¦s then describe the tasks involved while performing the research evaluating the information, questioning source credibility, questioning source quality, interpreting the information, critiquing the information, and analyzing/synthesizing the data. However, I contend that these are good research techniques regardless of whether the Internet is used or whether the research is performed using traditional techniques. If this is true, then there really isn¡¦t some newfound problem like the author¡¦s suggest.

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Eagle of The Ninth

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I have read "The Eagle of The Ninth" by Rosemary Sutcliff .Roman history has always had a particular appeal to me , especially the mysteries of its era . When I discovered that it was about a lost Roman Army - The Ninth Legion , i was pleasantly surprised not only from the historical point of view , but the fact that the story would not be set in some unfamiliar , far off foreign country but in Northern England and Scotland . Some parts of the novel are in lands only a stone's throw away from our school .

The main character in this novel is a quite young and in-experienced soldier named Marcus Aquila . He is the son of a high ranking Roman soldier , who was second in command of the Ninth Legion .

Throughout the novel , Marcus has shown that he has a very ambitious and determined . He seems to have his entire life , from the next day till his retirement all planned out .

" ... one day , when he had finished with the Eagles when he had made an honourable name and become prefect of his Egyptian Legion , he would go home to the Etruscan hills , and perhaps buy back the old farm ... to retire to ."

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However , even though all of this ambition does appear to be a healthy attitude , it often leaves him rather disappointed when he cannot progress or improve himself any further. This happened after a serious injury after which he was no longer able to be a soldier . This left him very depressed . Marcus achieved the rank of Second Cohort , which left him in charge of a fort on a northern frontier near Carlisle . Unfortunately , not long after he arrived it was attacked by the native tribes . He was very badly injured in the attack , and was unable to walk for weeks .

" Marcus lay in his bed for hours on end , staring at the ceiling and listening to the wind blowing through the window , but the pain in his leg was drowned out for the anguish of his lost career was too great ."

In this way the author compels you to pity Marcus , in one night , in a split -second , he had lost all that had been dear to him .However , Marcus had not lost all of his ambitions and dreams , his prime motivation was to find the eagle of his father's lost legion , and despite this huge set back , he is still determined to go north of Hadrian's Wall to retrieve it and restore the Ninth Legion . In a sense that takes a lot of bravery to do that , considering an entire legion was lost going north , and he is only bringing his slave along with him . He has already shown his bravery in the way he conducted himself on the battlefield , in more ways than one . The best example of his bravery in the novel is when him and Esca are confronted by the tribe members who , at that time , knew they had stolen the eagle . Marcus wittingly manages to dissuade them by lying point blankly to their faces . Fortunately for him and his companion Esca , his lies worked , and soon the tribe members were no longer pursuing them .

"We do not have your worthless idol , but if you are so sure we have stolen the Red Crests' god , you have but to search our gear , and you will surely find it . Search , then ."

Another aspect of Marcus' character is his compassion , and the way he can begin to trust a person quickly and with ease . This appears to happen on more than one occasion , but in a couple . At the beginning of the novel , when he is in command of the fort , he befriends a local tribesman , Cradoc , and goes hunting regularly with him . However , during the night of the attack , Marcus sees the hunter and is obviously very disappointed in him for betraying his trust .

"Marcus looked up , and met the cold , grey eyes of Cradoc and suddenly ceased to move.......his eyes pin-pricked in shock ."

Marcus display again , that he is a character who can be very easily befriended . During his recovery time , he meets a girl called Cottia . The girl hates Roman rule in Britain , and she hates the constrictions that Roman rule brings upon her people . Marcus' very roots are in these principals that she hates , and yet they form such a good friendship .

"'Can i come and see you again Marcus?'

'Of course you can .' "

However the most profound example of Marcus' friendly character is found when Marcus employs a slave who lost an arena game . Marcus , saved the slave's , Esca's , life , although Roman tradition would have him killed for it . After a few days together , they both find each other compatible , and make good friends . Esca is always there to help Marcus with the healing of his leg , and to offer very helpful advice . A very shocking and surprising moment comes in the novel when Marcus states to Esca that when they return from Scotland with the eagle , he would grant Esca his freedom . By anyone's standards , this is a very compassionate thing to do .

"After we return home with the eagle , i shall grant you your freedom , Esca ."

The overall impression of Marcus' character is a honourable one . From the beginning of the book , he can come across as being rather arrogant , and doing only what is in his best interests , personally , i even thought he was a selfish person . However when you progress further into the novel , you discover that this is not the case. You discover that he is a caring , deep and passionate person . His crusade for his father's eagle and to find out what happened to the Ninth defines Marcus as someone with unbelievable sense and courage .Please note that this sample paper on Eagle of The Ninth is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Eagle of The Ninth, we are here to assist you. Your persuasive essay on Eagle of The Ninth will be written from scratch, so you do not have to worry about its originality.

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THE ODYSSEY

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001 A Space Odyssey, by acclaimed science fiction author Arthur C. Clarke, is a tale of human evolution as guided by a higher intelligence, making it a landmark in literary achievement. Rather than focusing on an isolated moment in history, 001 spans the entire course of mankind's development, from the most primitive cavemen to the final stages of evolution, with each period of evolution being represented by a different character or set of characters. These tiers of human achievement are interconnected by the presence of a mysterious stone structure known as "the monolith," which heralds in each new level of existence for the human race. The themes that Clarke addresses in this book include the evolution of mankind, the conflict of human evolution as opposed to the evolution of technology, and the role of a higher intelligence in human development.

The first theme, which forms the foundation of the 001 story, is the gradual evolution of the human race. In the first part of the novel, mankind is represented by the savage "man-apes," who fit the traditional caveman archetype. These creatures are barely above the intellectual level of animals, until the appearance of an extraterrestrial monolith inspires one of them to hunt using stones, thus beginning the use of tools for the human race and possibly saving the race from starvation. When next we see the human race, science and technology have made amazing strides, and the time period is sometime in a fictional twentieth century. Just as the caveman known as Moon-Watcher represented the man-apes, Dr. Floyd becomes the center of attention during this tier in human evolution. Floyd is called on a mysterious mission to the Clavius moon base, where it is revealed that a monolith much like the one discovered by the ape men has been unearthed. The discovery of this monolith marks an important step in human development in both a literal and figurative sense. While the first monolith was seen on Earth, this second monolith delineates mankind's ability to extend its reach beyond the earth and into outer space, thus marking a significant new level of human achievement. Finally, astronaut David Bowman represents the last evolutionary stage, as he embarks on a mission to one of Saturn's moons which was indicated by a signal from the moon-based monolith. After a series of events involving the malfunctioning of Hal, the ship's computer, Bowman arrives on the Saturn moon and unlocks the secret of the monoliths, at which time he leaves the physical body and becomes a spiritual creature who exists beyond the time-space continuum.

Bowman's story proves more than what man is meant to become, however - he proves that true intellectual and spiritual evolution can only be granted to a living being, and can not be achieved by a machine. Hal, the computerized entity in charge of running the ship that conveys Bowman and his crew to Saturn, stands in antithesis to the idea of evolution by being an artificial being, incapable of becoming the spiritual being that Bowman ultimately is transformed into. Seemingly angered by its lack of humanity, Hal malfunctions and murders Bowman's crewmate, Frank Poole, forcing Bowman to confront the more-advanced - but more limited - supercomputer. The theme that Clarke seems to be exploring in these scenes is the fact that although a technological creation can be highly advanced, it must remain acquiescent to the higher intelligence of humanity, or else it will become a danger. In a way, this puts the human evolution so thoroughly praised in the book back into perspective, reminding the reader that for every "great" organism there is an even greater one, to which the lesser must remain subservient.

Mirroring the relationship of man to technology, but on a much larger scale, the theme of higher intelligence whispers between the lines of every page of 001. Although the story that unfolds in 001 is more scientific than religious, it is clear from the threefold intervention of the monolith that some form of a supreme being or supreme beings is present. From the text of the story, it seems that the monolith appears at the most opportune times, ruling out the possibility of mere coincidence and implying that some form of intelligent life planted the monoliths for a very specific purpose. That purpose evidently is the furthering of human evolution, the transcending from one level of consciousness to the next. At the conclusion of David Bowman's journey, these implications are confirmed when it is revealed that monoliths were strategically placed throughout the universe for the beings of various planets to discover. This theme is a successful literary bridging of secular evolutionary theory with religious ideology, making the book appealing to both sides of the evolutionary debate.

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001 A Space Odyssey is more than just an epic adventure across the solar system; it is a compelling look at the story of life itself, a fictional Origin of the Species. By presenting the relationships of evolution, technology, and a higher power in the guise of a science-fiction voyage, Arthur C. Clarke is able to successfully bridge the gap between Darwinism and creationism through literary means. Furthermore, the gripping final moments of the book are a poignant reminder of how much farther mankind can evolve, and of the limitless possibilities for human achievement.

Please note that this sample paper on THE ODYSSEY is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on THE ODYSSEY, we are here to assist you. Your cheap college papers on THE ODYSSEY will be written from scratch, so you do not have to worry about its originality.

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Marketing - what management is about

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Your future is out there

It may seem ironic to speak about profits and growth at a moment when most are thinking in terms of survival, or containment, in a weak global economy. However, this is precisely the time to worry about profits and the future. During good times, money is made simply by participating within industry, but during weak economic times wheat is sorted from chaff. It is at this time that the true character and standing of the enterprise is exposed.

The message here is simple. Customers are scarce. Without them business ceases to exist. They are the foundation of the business. Therefore both acquiring and especially keeping customers, is critical. Whether the purpose of an enterprise is to create shareholder wealth or to serve the customer is purely academic. The two objectives are inseparable since profit, and therefore wealth, is only possible if the customer gives his custom to the enterprise.

Allow us therefore to make two comments

Cheap College Papers on Marketing - what management is about

• Customers are not stupid. They can spot dilettantes posing as managers and service personnel immediately. They will force weak enterprises to compete on price only. Unless the enterprise is in a monopolistic position, customers will defect at the earliest opportunity for better value.

• Keeping customers requires absolute commitment, converting everyone within the organisation to the understanding that they all work for the customer.

In large corporations the chief executive typically symbolises commitment. In SME's, owners take on this role and need to be professional in their approach. Indeed, paying lip service is so destructive since there is direct contact with practically all employees, who in turn will spread the wrong message and attitude so quickly. Practically every SME employee is also a customer touch-point. Therefore customers soon get to experience the true attitude of the owners, fulfilling the axiom 'treating customers like they treat employees'.

So owner commitment is absolutely necessary for employees to believe that their business believes in the service quality that its marketing strategy dictates and it is this employee belief that translates into the service quality that clients expect.

Then, being professional means understanding and believing in marketing wholeheartedly. Now already a number of you readers are huffing and about to drop this article! If you think that marketing is just advertising and bllst then its best you read on.

Marketing should be the whole operation of the company as it tries to figure out not only how to sell what it makes, but what to make and where to sell. It forces the organisation to work from the outside in, instead of the inside out. This means, to take the client's viewpoint and to see the enterprise as the client sees it.

Marketing, therefore, starts the process rather than ends it. Strategic marketing must be the driving force of any enterprise which has as its ultimate objective the enhancement of shareholder value it is, quite simply, what management is all about.

Text Box 1

SIMPLY PUT

Marketing is THE business function. It forces the organisation to work from the customer point of view. It is an orderly and insightful process for thinking about and planning for markets, and therefore customers.

Is marketing just another function like purchasing, or is it the function to drive all other functions? It is both. On one hand it drives other functions by forcing the organisation to think outside in. But also, it has an implementation aspect. Since business and marketing strategy is easily copied, the devil, and the reward, is in the implementation detail.

Simply put the marketing process involves

• Understanding customers and their needs, and differentiating between the customer and the end-consumer;

• Dealing with global markets that are splitting into tinier segments;

• Coping with both aggressive competition and stagnating markets & economies;

• Developing or participating in brand strategies, including maintenance of development of the corporate image;

• Driving a lasting marketing culture through the whole organisation;

• In some industries - coping with the growing size and strength of intermediaries;

• In some industries - coping with the proliferation and expense of media.

TEXT BOX

Blast from the past

During hard times, the obvious temptation is to delve into information that is readily available, structured and undisputable that is internal information (sales data, financial data, operational data and so on). This is necessary, but on its own is only inward looking and historic exactly the place where future profits will NOT exist. In the words of Parkinson (Professor C. Northcote Parkinson) "The person who is devoted to such paper-work has lost the initiative. He is dealing with things that are brought to his notice, having ceased to notice anything for himself. He has been essentially defeated in his job."

At best, internal information may highlight lessons from the past. It may be possible to identify trends, but the time lag involved means that competitors may have already picked this up and moved on. So the next temptation is to use this information for blame allocation.

Please note that this sample paper on Marketing - what management is about is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Marketing - what management is about, we are here to assist you. Your cheap research papers on Marketing - what management is about will be written from scratch, so you do not have to worry about its originality.

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