Cannery Row Essay

Cannery Row Cannery Row, is not just a novel written by John Steinbeck, but it is also a very good example of huge variety of different people and human beings that are presented in most of the societies. This story tells us how people are trying to be happy and take the best out of each situation they are in, even in bad situations. The author gives us the view on the Cannery Row from different prospectives like peepholes so we can better understand the whole idea of the novel.While looking from one peephole we can see that Mack and the boys are nice guys even if they steel things from other people. They are just enjoying their lives, they don’t have work because they don’t want, from one side it is very good because most people want to do what they want but not what they should. John Steinbeck is showing to us that if there is a desire people are able to do it. He shows us the Cannery Raw as a small kind of world with its own rules and values of each person living the ir.Mack and the boys are steeling not because they can not find any jobs, but because they just don’t want. They don’t like when anyone is controlling them, they want to be free and do what they like, enjoy their lives. I think that they are doing the right thing, because we are given our lives for enjoing them but not for spending them on the things that you don’t like. Of course it is not always this way but people must have an aim and go for it. We can see it in the novel, most of the

Birth of Witricity Technology Essay

1. INTRODUCTION In this era of modernization, electricity has become the cup of life. A moment without electricity makes your thinking go dry. The major source of conventional form of electricity is through wires. The continuous research and development has brought forward a major breakthrough, which provides electricity without the medium of wires. This wonder baby is called Witricity. There are certain small but very useful discoveries made in history, which changed the world forever, Newton’s gravitational law, Watt’s steam engine, Thomson’s bulb and many more. But a renaissance occurred with the invention of Electromagnetic Waves by Maxwell. Sir Jagdish Chandra Bose successfully generated electromagnetic waves having wavelength in the range of 5mm to 25 mm. Thereafter an Italian scientist named Marconi succeeded in transmitting electromagnetic waves up to a distance of several miles. And with this there started a new era called WIRELESS TECHNOLOGY. Today, as we can see the word ‘wireless’ is common in day – to – day life. Wireless communication has made the world smaller. Almost each and everything is wireless or cordless. Cordless mouse, cordless keyboard, satellite  communication, mobiles, cordless microphones and headphones, wireless internet service i.e. WI-FI, etc. And these have definitely increased the standard of living. In fact it dates back to the 19th century, when Nikola Tesla used conduction-based systems instead of resonance magnetic fields to transfer wireless power. As it is in Radiative mode, most of the Power was wasted and has less efficiency. Further, in 2005, Dave Gerding coined the term WiTricity which is being used by the MIT researchers today. Moreover, we all are aware of the use of electromagnetic radiations which is quite well known for wireless transfer of information. In addition, lasers have also been used to transmit energy without wires. However, radio waves are not feasible for power transmissions because the nature of the radiation is such that it spreads across the place, resulting into a large amount of radiations being wasted. Witricity is based upon coupled resonant objects to transfer energy between objects without wires. The system consists of a Witricity transmitter, and devices which act as receivers. Like radio receivers, the devices must be in range of the transmitter. Witricity will ensure that the cell phones, laptops, iPods and other power thirsty devices get charged on their own, eliminating the need of plugging them in. Even better, because of Witricity some of the devices won’t require batteries to operate which is a boon for the users of these devices. HISTORY: In 1825 William Sturgeon invented the electromagnet, a conducting wire wrapped around an iron core. The principle of EM induction — that a changing magnetic field can induce an electrical current in an adjacent wire — was discovered by Michael Faraday in 1831. Combining these two discoveries, Nicholas Joseph Callan was the first to demonstrate the transmission and reception of electrical energy without wires. Callan’s 1836 induction coil apparatus consisted of two insulated coils called the primary and secondary windings both placed around a common iron core. A battery intermittently connected to the primary would ‘induce’ a voltage in the longer secondary causing a spark to jump across its free terminals. In an induction coil or electrical transformer, which can have either an iron core or an air core, the transmission of energy takes place by simple electromagnetic coupling through a process known as mutual induction. With  this method it is possible to transmit and receive energy over a considerable distance. However, to draw significant power in that way, the two inductors must be placed fairly close together. If resonant coupling is used, where inductors are tuned to a mutual frequency, significant power may be transmitted over a range of many meters. In 1864 James Clark Maxwell mathematically modeled the behavior of electromagnetic radiation. Some early work in the area of energy transmission via radio waves was done in 1888 by Heinrich Hertz who performed experiments that validated Maxwell’s mathematical model. Hertz’s apparatus for generating electromagnetic waves is generally acknowledged as the first radio transmitter. A few years later Guglielmo Marconi worked with a modified form of the Hertz-wave transmitter, the main improvement being the addition of an elevated conductor and a ground connection. Both of these elements can be traced back to the 1749 work of Benjamin Franklin and that of Mahlon Loomas in 1864. Nikola Tesla also invented radio transmission and reception but unlike Marconi, Tesla designed his own transmitter — one with power-processing capability some five orders-of-magnitude greater than those of its predecessors. He would use this same coupled-tuned-circuit oscillator to implement his conduction-based energy transmission method as well. Both of these no-cables methods employ a minimum of four tuned circuits, two at the transmitter and two at the receiver. As wireless technologies were being developed during the early 1900s, researchers further investigated these different transmission methods. The goal was simply to generate an effect locally and detect it at a distance. Around the same time, efforts began to power more significant loads than the high-resistance sensitive devices that were being used to simply detect the received energy. 2. EVOLUTION OF WITRICITY 2.1 INVENTORS OF WITRICITY The inventors of Witricity are the researchers from the team from Massachusetts Institute of Technology. They are the people who had coined the phrase of Witricity and this invention can change the way electricity is used today. With Witricity, the tangle of cables, plugs and charters that  normally clutter homes can be rid of. Prof. Marin Soljacic provided the inspiration for the experiment and invention of Witricity. It was while standing in the kitchen one night, that on staring at his mobile phone that he had thought it would be nice if his mobile phone would take care of its own charging instead of him having to periodically charge it. He then tried out his experiment using two coils of copper, where one was connected to a receiver, and the other to a transmitter. With the help of these two coils of copper, the inventors of Witricity managed to transmit power across seven feet through the air to instantly light up a light bulb. Though Witricity worked only distances up till 9 feet at its inception, the inventors believed that it was possible to charge a battery that was located at a distance of a few yards from the power source that was connected to the receiving coil. They state that it would be sufficient to place a source in each room to provide power to the whole house. 2.2. BIRTH OF WITRICITY TECHNOLOGY The experimental design consisted of two copper coils, each a self-resonant system. One of the coils, connected to an AC power supply, was the resonant source. The other coil, the resonant capture device, was connected to a 60 watt light bulb. The power source and capture device were suspended in mid-air with nylon thread, at distances that ranged from a few centimeters to over 2.5 meters (8.2 ft). Not only was the light bulb illuminated, but the theoretical predictions of high efficiency over distance were proven experimentally. By placing various objects between the source and capture device, the team demonstrated how the magnetic near field can transfer power through certain materials and around metallic obstacles. Thus Prof. Soljacic’s dream of finding a method to wirelessly connect mobile electric devices to the existing electric grid was realized. Witricity Corp. was soon launched to carry this technology forward from the MIT laboratories to commercial production. 2.3. FUNDAMENTALS OF WITRICITY TECHNOLOGY Witricity technology is transferring electric energy or power over distance  without wires with the basics of electricity and magnetism, and work our way up to the wireless technology. Electricity: The flow of electrons (current) through a conductor (like a wire), or charges through the atmosphere (like lightning).A convenient way for energy to get from one place to another! Magnetism: A fundamental force of nature, which causes certain types of materials to attract or repel each other Oscillating magnetic fields vary with time, and can be generated by alternating current (AC) flowing on a wire. The strength, direction, and extent of magnetic fields are often represented and visualized by drawings of the magnetic field lines. Fig.1 Magnetic Induction Electromagnetism: A term for the interdependence of time-varying electric and magnetic fields. For example, it turns out that an oscillating magnetic field produces an electric field and an oscillating electric field produces a magnetic field. Magnetic Induction: A loop or coil of conductive material like copper, carrying an Alternating current (AC), is a very efficient structure for generating or capturing magnetic field. If a conductive loop is connected to an AC power source, it will generate an oscillating magnetic field in the vicinity of the loop A second conducting loop, brought close enough to the first, may â€Å"capture† some portion of that oscillating magnetic field, which in turn, generates or induces an electric current in the second coil. The current generated in the second coil may be used to power devices. Energy/Power Coupling: Energy coupling occurs when an energy source has a means of transferring energy to another object. One simple example is a locomotive pulling a train car—the mechanical coupling between the two enables the locomotive to pull the train. Magnetic coupling occurs when the magnetic field of one object interacts with a second object and induces an electric current in or on that object. In this way, electric energy can be transferred from a power source to a powered device. Fig.2 Illustration showing resonance Resonance: Resonance can be thought of as the natural frequency at which energy can most efficiently be added to an oscillating system. A playground swing is an example of an oscillating system involving potential energy and kinetic energy. Resonant Magnetic Coupling: Magnetic coupling occurs when two objects exchange energy through their varying or oscillating magnetic fields. Resonant coupling occurs when the natural frequencies of the two objects are approximately the same. Fig.3 Illusration showing the working of WiTricity 3. HOW WITRICITY TECHNOLOGY IS DIFFERENT THAN OTHER TECHNOLOGIES. 3.1. TRADITIONAL MAGNETIC INDUCTION Witricity technology for power transfer appears to be traditional magnetic induction, such as is used in power transformers, where conductive coils transmit power to each other wirelessly, over very short distances. In a transformer, an electric current running in a sending coil (or â€Å"primary  winding†) induces another current in a receiving coil (or â€Å"secondary winding†). The two coils must be very close together, and may even overlap, but the coils do not make direct electrical contact with each other. However, the efficiency of the power exchange in traditional magnetic induction systems drops by orders of magnitude when the distance between the coils becomes larger than their sizes. In addition to electric transformers, other devices based on traditional magnetic induction include rechargeable electric toothbrushes, and inductive â€Å"charging pads† which require that the object being charged be placed directly on top of, or very close to, the base or pad supplying the power. The power exchange efficiency of some induction systems is improved by utilizing resonant circuits. These so called resonantly enhanced induction techniques are used in certain medical implants and high-frequency RFids. Witricity founding technical team was the first to discover that by specially designing the magnetic resonators, one could achieve strong coupling and highly efficient energy exchange over distances much larger than the size of the resonator coils, distances very large compared to traditional schemes. 3.2. WITRICITY TECHNOLOGY IS DIFFERENT THAN RADIATIVE POWER TRANSFER Witricity technology for power transfer is non-radiative and relies on near-field magnetic coupling. Many other techniques for wireless power transfer rely on radiative techniques, either broadcasted or narrow beam (directed radiation) transmission of radio, or light waves. Broadcasted radiation of radio frequency energy is commonly used for wireless information transfer because information can be transmitted over a wide area to multiple users. The power received by each radio or wireless receiver is miniscule, and must be amplified in a receiving unit using an external power supply. Because the vast majority of radiated power is wasted into free space, radio transmission is considered to be an inefficient means of power transfer. Note that while more energy can be supplied to the receiver by â€Å"cranking up the power† of the transmitters in these systems, such high power levels may pose a safety hazard and may interfere with other  radiofrequency devices. Directed radiation†, using highly directional antennas, is another means of using radio transmission to beam energy from a source to a receiver. However, directed radiation—in particular microwave radiation—may interact strongly with living organisms and certain metallic objects. Such energy transfer methods may pose safety hazards to people or objects that obstruct the line-of-sight between the transmitter and receiver. These limitations make directed radio transmission impractical for delivering substantial levels of wireless power in a typical consumer, commercial, or industrial application. In fact, defense researchers are exploring the use of directed energy systems to deliver lethal doses of power to targets in space and on the battlefield. 3.3. WITRICITY TECHNOLOGY IS DIFFERENT THAN MAGNETIC RESONANCE IMAGING (MRI) MRI machines use â€Å"magnetic resonance imaging† to produce diagnostic images of soft tissue. Many people assume that Witricity â€Å"Resonant Magnetic Coupling† must be similar to magnetic resonance imaging (MRI) technology, however, the technologies are similar in name only.MRI is, as its name suggests, a technology for using magnetism as a basis for diagnostic imaging of soft tissue in the human body. It utilizes a strong DC magnet to orient the magnetic fields of atoms within tissues, and radio frequency fields to manipulate those atoms in a selective way, so that tissues and structures can be imaged clearly. The â€Å"resonance† referred to in â€Å"MRI† refers to the resonance of atomic structures. MRI is not considered to be a method for wireless power transfer. 4. STRIKING FEATURES OF WITRICITY 4.1. HIGHLY RESONANT STRONG COUPLING PROVIDES HIGH EFFICIENCY OVER DISTANCE Witricity mode of wireless power transfer is highly efficient over distances ranging from centimeters to several meters. Efficiency may be defined as the amount of usable electrical energy that is available to the device being  powered, divided by the amount of energy that is drawn by the Witricity source. In many applications, efficiency can exceed 90%. And Witricity sources only transfer energy when it is needed. When a Witricity powered device no longer needs to capture additional energy, the Witricity power source will automatically reduce its power consumption to a power saving â€Å"idle† state. 4.2. ENERGY TRANSFER VIA MAGNETIC NEAR FIELD CAN PENETRATE AND WRAP AROUND OBSTACLES The magnetic near field has several properties that make it an excellent means of transferring energy in atypical consumer, commercial, or industrial environment. Most common building and furnishing materials, such as wood, gypsum wall board, plastics, textiles, glass, brick, and concrete are essentially â€Å"transparent† to magnetic fields—enabling Witricity technology to efficiently transfer power through them. In addition, the magnetic near field has the ability to â€Å"wrap around† many metallic obstacles that might otherwise block the magnetic fields.WiTricity applications engineering team will work with you to address the materials and environmental factors that may influence wireless energy transfer in your application 4.3. NON-RADIATIVE ENERGY TRANSFER IS SAFE FOR PEOPLE AND ANIMALS Witricity technology is a non-radiative mode of energy transfer, relying instead on the magnetic near field. Magnetic fields interact very weakly with biological organisms—people and animals—and are scientifically regarded to be safe. Professor Sir John Pendry of Imperial College London, a world renowned physicist, explains:â€Å"The body really responds strongly to electric fields, which is why you can cook a chicken in a microwave .But it doesn’t respond to magnetic fields. As far as we know the body has almost zero response to magnetic fields in terms of the amount of power it absorbs.† Evidence of the safety of magnetic fields is illustrated by the widespread acceptance and safety of household magnetic induction cook tops. Through proprietary design of the Witricity source, electric fields are almost completely contained within the source. This design results in levels  of electric and magnetic fields which fall well within regulatory guidelines. Thus Witricity technology doesn’t give rise to radio frequency emissions that interfere with other electronic devices, and is not a source of electric and magnetic field levels that pose a risk to people or animals. Limits for human exposure to magnetic fields are set by regulatory bodies such as the FCC, ICNIRP, and are based on broad scientific and medical consensus. Witricity technology is being developed to be fully compliant with applicable regulations regarding magnetic fields and electromagnetic radiation. 4.4. SCALABLE DESIGN ENABLES SOLUTIONS FROM MILL WATTS TO KILOWATTS Witricity systems can be designed to handle a broad range of power levels. The benefits of highly efficient energy transfer over distance can be achieved at power levels ranging from mill watts to several kilowatts. This enables Witricity technology to be used in applications as diverse as powering a wireless mouse or keyboard (mill watts) to recharging an electric passenger Vehicle (kilowatts).Witricity technology operates in a â€Å"load following† mode, transferring only as much energy as the powered device requires. 4.5. FLEXIBLE GEOMETRY ALLOWS WITRICITY DEVICES TO BE EMBEDDED INTO OEM PRODUCTS Witricity technology is being designed so that it can be easily embedded into a wide variety of products and Systems. The physics of resonant magnetic coupling enables Witricity engineers to design power sources and devices of varying shapes and sizes, to match both the packaging requirements and the power transfer requirements in a given OEM application. Witricity has designed power capture devices compact enough to fit into a cell phone 5. ADVANTAGES & DISADVANTAGES 5.1 ADVANTAGES No need of line of sight – In witricity power transmission there is no need of line of sight between transmitter and receiver. That is power transmission can be possible if there is any obstructions like wood, metal, or other devices were placed in between the transmitter and receiver. There’s no need of power cables and batteries – Witricity replaces the use of power cables and batteries. Does not interfere with radio waves and overall Wastage of power is small – Electromagnetic waves would tunnel, they would not propagate through air to be absorbed or dissipated. So the wastage is small. Negative health implications – By the use of resonant coupling, wave lengths produced are far lower and thus make it harmless. Highly efficient than electromagnetic induction – Electromagnetic induction system can be used for wireless energy transfer only if the primary and secondary are in very close proximity. Resonant induction system is one million times as efficient as electromagnetic induction system. Its less costly – The components of transmitter and receivers are cheaper. So this system is less costly. 5.2. DISADVANTAGES Wireless power transmission can be possible only in few meters. Efficiency is only about 40%.As witricity is in development stage, lot of work is done for improving the efficiency and distance between transmitter and receiver. 6. WITRICITY APPLICATIONS Witricity wireless power transfer technology can be applied in a wide variety of applications and environments. The ability of our technology to transfer power safely, efficiently, and over distance can improve products by making them more convenient, reliable and environmentally friendly Witricity technology can be used to provide: 6.1. DIRECT WIRELESS POWER When all the power a device needs is provided wirelessly, and no batteries are required. This mode is for a device that is always used within range of  its Witricity power source. 6.2. AUTOMATIC WIRELESS CHARGING When a device with rechargeable batteries charges itself while still in use or at rest, without requiring a power cord or battery replacement. This mode is for a mobile device that may be used both in and out of range of its Witricity power source. Witricity technology is designed for Original Equipment Manufacturers (OEM’s) to embed directly in their products and systems. Witricity technology will make your products: More Convenient: 1) No manual recharging or changing batteries. 2) Eliminate unsightly, unwieldy and costly power cords. More Reliable: 3) Never run out of battery power. 4) Reduce product failure rates by fixing the ‘weakest link’: flexing wiring and mechanical interconnects. 5) More Environmentally Friendly: 6) Reduce use of disposable batteries. 7) Use efficient electric ‘grid power’ directly instead of inefficient battery charging 6.3. CONSUMER ELECTRONICS Automatic wireless charging of mobile electronics (phones, laptops, game controllers, etc.) in home, car, office, Wi-Fi hotspots while devices are in use and mobile. Fig.4 Electronic devices that can be powered up using Witricity. Direct wireless powering of stationary devices (flat screen TV’s, digital picture frames, home theater accessories, wireless loud speakers, etc.) †¦ eliminating expensive custom wiring, unsightly cables and â€Å"wall-wart† power  supplies. Direct wireless powering of desktop PC peripherals: wireless mouse, keyboard, printer, speakers, display, etc†¦ eliminating disposable batteries and awkward cabling. Industrial: Direct wireless power and communication interconnections across rotating and moving â€Å"joints† (robots, packaging machinery, assembly machinery, machine tools) †¦ eliminating costly and failure-prone wiring. Direct wireless power and communication interconnections at points of use in harsh environments (drilling, mining, underwater, etc.) where it is impractical or impossible to run wires. 6.4. TRANSPORTATION Automatic wireless charging for future hybrid and all-electric passenger and commercial vehicles, at home, in parking garages, at fleet depots, and at remote kiosks. Direct wireless power interconnections to replace costly vehicle wiring harnesses and slip rings. 6.5. OTHER APPLICATIONS Direct wireless power interconnections and automatic wireless charging for implantable medical devices (ventricular assist devices, pacemaker, defibrillator, etc.) Automatic wireless charging and for high tech military systems (battery powered mobile devices, covert sensors, unmanned mobile robots and aircraft, Direct wireless powering and automatic wireless charging of smart cards. Direct wireless powering and automatic wireless charging of consumer appliances, mobile robots, etc. Fig.5 Illustration showing Witricity 7. CONCLUSION Witricity engineering is often a non-radiative method of power switch, relying as an alternative within the magnetic close to field. Magnetic fields work together extremely weakly with organic organisms—people and  animals—and are scientifically considered to get safe. WiTricity merchandise are becoming designed to comply with applicable security requirements and regulations. Therefore witricity is know-how safe. Witricity can switch energy is dependent to the supply and receivers. if it really is comparatively shut to one yet another, and may exceed 95%.Efficiency is mostly determined through the length amongst the ability supply and seize machine, about the other hand, the form may perhaps affect the efficiency. it may switch the facility by means of walls also. Conventional magnetic induction calls for that the ability resource and seize unit be quite near to one a lot more typically inside millimeters to exchange ability efficiently. Witricity Technology is depending on sharply resonant sturdy coupling, and is particularly capable to exchange strength effectively even in the event the distances amongst the ability supply and seize gadget are many occasions the dimension of your products themselves. 8. FUTURE SCOPE MIT’s Witricity is only 40 to 45% efficient and according to Soljacic, they have to be twice as efficient to compete with the traditional chemical batteries. The team’s next aim is to get a robotic vacuum or a laptop working, charging devices placed anywhere in the room and even robots on factory floors .The researchers are also currently working on the health issues related to this concept and have said that in another three to five years time, they will come up with a Witricity system for commercial use. TROY, Mich. — Delphi Automotive has reached an agreement with Witricity Corp., a wireless energy transfer technology provider, to develop automatic wireless charging products for hybrid and electric vehicles. The collaboration between the two companies will help establish a global infrastructure of safe and convenient charging options for consumer and commercial electric vehicles. â€Å"This is groundbreaking technology that could enable automotive manufacture rs to integrate wireless charging directly into the design of their hybrid and electric vehicles,† said Randy Sumner, director, global hybrid vehicle development, Delphi Packard Electrical/Electronic Architecture. â€Å"Delphi’s expertise in global engineering, validation and manufacturing coupled with Witricity patented  wireless energy transfer technology uniquely positions us to make wireless charging of electric vehicles a reality.† Sumner said the wireless charging system would involve no plugs or charging cords. Drivers would simply park their electric vehicle over a wireless energy source that sits on the garage floor, or is embedded in a paved parking spot. The system will automatically transfer power to the battery charger on the vehicle. According to Eric Giler, chief executive officer, Witricity, their wireless system can already transfer over 3,300 watts — enough to fully charge an electric car at the same rate as most residential plug-in chargers. â€Å"Charging an electric car should be as easy as parking it in your garage or parking spot,† Giler said. â€Å"Witricity high efficiency wireless energy transfer technology is ideally suited for electric vehicle charging, and our partnership with Delphi will help to quickly get this technology deployed in OEM vehicles and infrastructure projects worldwide.† Delphi can bridge the gap between the laboratory and the highway by providing E/E systems integration expertise, a global manufacturing and engineering footprint and high-voltage, high-power components specifically engineered for the hybrid and electric vehicles of today and tomorrow,† Sumner said. Wireless charging technology will need to co-exist with plug-in charging solutions, Sumner added, so that electric vehicle drivers have the ability to charge their vehicle when they are away from their wireless charging source. Delphi also makes a Portable Electric Vehicle Charger that fits conveniently in the trunk of an electric vehicle. The user-friendly, UL-listed charging system plugs into any standard 120-volt outlet to enable safe electric vehicle battery charging at home or away. The charging unit can also be integrated into stationary charging applications. Fig.6 Delphi’s solution for charging the cars using witricity technology REFERENCES [1] Change your electric vehicle wirelessly with Fulton innovations eCoupled technology by Yuka Yoneda. [2] MIT Witricity Not So Original After all by Gary Peterson. [3] MIT team experimentally demonstrates wireless power transfer, potentially useful for powering laptops, cell phones without cords, Franklin Hadley, Institute for Soldier Nanotechnologies. [4] www.witricity.com, Wireless Electricity Delivered Over Distance. [5] MIT Wizards Zap Electricity Through The Air by Katherine Noyes. [6] MIT Makes Breakthrough in Wireless Electricity by Karen M.Cheung.

Agonism in the Academy Essay

Education, a most powerful tool of use in today’s world and one that we probably take for granted, could possible be at risk as far as how knowledgeable we are becoming on the material at hand. A mind is a terrible thing to waste, and because of agonism in academics, students now might not be getting the full potential out of their mind simply because of the way they/we are being taught. Deborah Tannen, a professor at Georgetown University, in the article â€Å"Agonism in the Academy: Surviving the Argument Culture† (2000) argues that discussion rather than debate is a more proficient way of teaching our students, likewise, collaborating ideas instead of tearing down material can benefit educators and the educated more in the long run. Through a focus on logic, Tannen explains the negative influence that agonistic learning has on academic culture; she uses ethos and pathos to support her logical argument that agonistic learning is not as valuable as open discussion. In order to clearly explain the problem of agonism, Tannen shares a personal experience of a book club meeting where academic material, and learning, was torn down by critics and agonistic people. According to Tannen, during the book club meeting there were disagreements of the material between different groups. As she states, â€Å"The phenomenon I’d observed at the book-group meeting was an example of what cultural linguist Walter Ong calls agonism. † (215). Here is where Tannen first exemplifies her main claim of agonism in academics, getting her audience familiar with the term. Tannen states, â€Å"I left the meeting disappointed because I had learned nothing new about the book or its subjects. All I had learned about is the acumen of the critics. I was especially struck by the fact that one of the most influential and most talkative critics was the member who had not read the book. † (215). Through this statement, and personal experience, Tannen is able to show how agonism is apparent in our academic world even in higher credential educated men and women. Along with showing how our argumentative culture overpowers our ability to discuss and create new ideas. This experience helps strengthen her credibility because we see that she is involved in academic discussions of a higher ranking, such as professors and higher educators. One logical example Tannen uses to glamorize agonism in academics, is the negative affect is has on students success in school, more specifically college students. She goes on to say â€Å"One problem with the agonistic culture of graduate training is that potential scholars who are not comfortable with that kind of interaction are likely to drop out† (217). Through this statement we see that Tannen is familiar with the ongoing issue that more and more students are dropping out of college because they don’t feel comfortable with they way they are being forced to learn. Which ties back into her argument of discussion rather than debate, meaning if you constantly have this ongoing strong debate, then you will lose students in the process because they are becoming less and less interested in what’s being taught. Tannens main goal through this article is to persuade us into thinking differently and seeing a new way of learning, a better way of learning that could benefit education in the long run. She wants to bring the issue into the light and help us see the affects that agonism is having on our learning. To accomplish this goal, Tannen uses the appeal of pathos, emotional appeal, to reach out to her audience in a different way. This is apparent when Tannen states, â€Å"We would learn more from each other, be heard more clearly by others, attract more varied talents to the scholarly life, and restore a measure of humanity to ourselves, our endeavor, and the academic world we inhabit† (220). Although very logical, this whole-hearted sentimental quote is meant to appeal emotionally to readers by giving the feeling that we need to save our academic humanity, and not let it go to waste. In essence, Tannen is promoting cooperative discussion, where students and educators can build off each others ideas, and form new perspectives. So what should, or could, be the immediate solution to this issue? While discussing agonistic ideology, Tannen states, â€Å"Our agonist ideology seems so eeply embedded in academe that one might wonder what alternatives we have† (219). Tannen may be saying here that there are no immediate solutions at this point in time, most likely because we have been engaging in this agonistic learning style for quite some time. On the other hand, Tannen goes on to state later in the article, while discussing another reading group experience, â€Å"Refocusing our attention. . . is the greatest gain in store if we can move beyond critique in it’s n arrow sense† (220). Now the solution is blunt, we as students and educators need to step back from critique and step forward to open discussion. Tannen does an excellent job in explaining and exemplifying throughout her article how agonism has a negative affect on academic culture. Through her powerful logical appeals and support of pathos and ethos, Tannen gives numerous credible claims to support her main argument and solution of how we as students and educators should collaborate ideas to form new perspectives rather than debating material and tearing it down piece by piece.

CLIMATE CARS MARKETING REPORT Essay Example | Topics and Well Written Essays - 2500 words

CLIMATE CARS MARKETING REPORT - Essay Example and also, for rented cabs in the country. At the end of the research, the paper would comment on the tactical ways through which climate cars can augment their performance in the next three years. The learnt from the essay would help to analyze the significance of marketing and its development over time. The essay will also give a detailed view of the nature of the automobile industry in U.K. Contents Growth of science and technology over time has proved to be advantageous for modernization in the world. Living standards of the individuals have radically improved with the contribution of modern technologies. However, with time, ecological balance of the environment is depleting substantially. This paper would try to focus on ‘Climate Cars’, which is a company engaging in providing eco-friendly transport services in United Kingdom (U.K.). The report would perfectly analyze the market for eco-friendly transportation in U.K. and also, for rented cabs in the country. At the end of the research, the paper would comment on the tactical ways through which climate cars can augment their performance in the next three years. The learnt from the essay would help to analyze the significance of marketing and its development over time. The essay will also give a detailed view of the nature of the automobile industry in U.K. ... Educated individuals in the contemporary world are taking prompt initiatives to ensure protection and preservation of environment. This report would try to focus on the business of ‘Climate Cars’, which is a company engaging in eco-friendly transportation services in United Kingdom (U.K.). At the end of the research, the paper would comment on the strategic ways through which climate cars can enhance their performance in the next three years (Hakim, 2000). The learnt from the essay report would help to examine the importance of marketing and its evolution over time. However, the paper would also put some emphasis on the growing consciousness of environmental protection nowadays (Casals and Garcia, 2013). History of Eco-Friendly Transportation in United Kingdom After the World War, Industrial Revolution had increased the aggregate demand and wealth thresholds in the market. From 1950 to 1979, number of vehicles in U.K. had increased by 500%. It was at this point of time w hen Transport Planning became a crucial segment of engineering in U.K. After the global oil crisis in 1973 and the global energy crisis in 1979, the market analysts in U.K. had started understanding the importance if Sustainable Transportation (Parker, 2009). Since then, many private companies had started to contemplate manufacturing hybrid cars in U.K. Figure 1: First Electric Car (Source: Parker, 2009) The above picture is of the first electric car built by a Victorian inventor, Thomas Parker. Over time, there were many companies who have engaged in the manufacture of electric cars in the market. Analysis of the Present Market At present, there are many multinational companies that operate in the market of U.K. for

Finance Assignment Example | Topics and Well Written Essays - 2250 words

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Geology Essay Example | Topics and Well Written Essays - 250 words

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Economic Development and Urban Revitalization - Essay Example Traceable to the reconstruction efforts envisaged after World War II, in an effort of reconstructing Europe, many new towns and cities became founded on this ideal (Bingham & Mier, 1994). As Michael and Robert (1996) allude, they were created around TOD communities with various TOD principles became incorporated into the planning and subsequent development of these areas. Half-a-mile radius circular planning has been the standardized measure between which TOD catchment areas were placed. This distance does correspond to a distance that is manageable, for existing populations to walk, in the quest of accessing transportation. The essence behind this is the provision of features designed with the intention of encouraging utility of public transport means; in addition to distinguishing such a development from what is considered urban sprawls. As part of a given region’s larger undertaking of community economic development, TODs do entail principles of CED strategy. This is primarily a strategic plan that aims at enhancing a given community’s economic development. This is informed by the fact that such strategies can be utilized in not only updating the region’s official Community Plans, but also zoning by-laws. This is informed by the fact that priorities based on economic development, often do have a fundamental impact on community policies; and specifically so, in regard to land-use planning. A professional in economic development would thus be majorly advantaged, having the requisite knowledge of CED strategy; to be further improved through TOD initiatives (Michael & Robert, 1996). In augmenting CED strategies with TOD planning as Fischer (1995) envisages, urban habitations are interconnected in a networked manner, via the prevailing transport network systems; thus enabling easy movement of goods and society.  

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Marketing mix and customer loyalty

Marketing mix and customer loyalty This chapter will discuss the findings of this study as outlined in the previous chapter and conclusions drawn. We will start this chapter by summarizing the whole study. Next, we will discuss the results in light of previous studies conducted by other researchers. Subsequently, we will identify the theoretical and managerial implications of the study. Lastly, we will present limitations of the study and directions for future research. The chapter ends with the conclusion of the study. The main objective of this study was to examine the relationships between the marketing mix used by the company and the relationship quality a company had with their customers and their loyalty. In addition, these relationships were tested under a supply shortage situation, to see whether the supply shortage situation would moderate the relationships between the marketing mix and the relationship quality with customer loyalty. Based on the literature review, four dimensions were identified for relationship quality, namely service quality, trust, satisfaction and commitment. The four dimensions for the marketing mix were product, price, place and promotion. For customer loyalty, four dimensions were also identified, repurchase, increase in repurchase volume, recommend and refusal to switch. A total of four hypotheses were developed in this study to match the objectives of the research. They are as follows: Customers perception of the marketing mix is positively related to customer loyalty. Customers perception of the relationship quality is positively related to customer loyalty. Customers perceived environment uncertainty moderates the relationship between marketing mix and customer loyalty. Customers perceived environment uncertainty moderates the relationship between relationship quality and customer loyalty. The data for this survey was gathered from construction companies registered with the Construction Industry Development Board (CIDB) of Malaysia. A questionnaire was mailed to the construction companies based on their CIDB ranking and geographical location, thus ensuring that a representative sample was obtained. A total of 800 questionnaires were sent out and 179 were duly returned, giving this study a response rate of 22.4%. To ensure the goodness of measures, factor analysis and reliability test were conducted to test the data collected. Factor analysis was used to test the validity of the measures and the results showed that the extracted factors fit the conceptualized variables. Cronbachs alpha was used to test the reliability of the variable and the results showed that all variables had a sufficient level of reliability. Bivariate correlation analysis were conducted to determine the inter correlations amongst the independent variables and dependent variable. Regression analysis was used to test the hypothesis and sub-hypothesis. The study found that 3 of the hypothesis were partially accepted whereas the last hypothesis was rejected. 5.2 Discussions The aim of our study was to ascertain whether a supplier in the construction industry should focus on their companys marketing mix (cognitive component) or should they instead focus more on the relationship quality (affective component) they have with their customers, to ensure that their customers stay loyal to them. Further more, these relationships were also tested under a supply shortage situation, to see whether the relationships between the independent and dependent variables would change, providing us with valuable information for future use. This is because the supply shortage situation periodically happens in Malaysia and subsequently impacts the development of Malaysia as well. Similar research was done by Cater and Cater (2009) and De Rutyer and Semejin (2002) in which emotional motivation was the affective component and rational motivation was the cognitive component. Both researches found that both the affective and cognitive component positively influences customer loyalty. However, the affective component seems to be much stronger than the cognitive component in their findings. Our first hypothesis result seems to mirror those of other studies. van Riel et al (2005), Yoo et al (2000) and Kim and Hyun (2010) have established the effects of the marketing mix on brand equity. They found that companies investing in the marketing mix, product, price, place and promotion, would create brand awareness and a positive brand image. In this way, brand equity would be created, and when brand equity exists, brand loyalty follows. For this study, we replaced brand equity with the suppliers equity and brand loyalty with the customers loyalty. The results show that the companys marketing mix has a positive relationship on customer loyalty. The RÂ ² value indicates that 29% of the variation in customer loyalty can be explained by the variation in the marketing mix. The study found that buyers in construction companies placed great emphasis on the product, price and promotion, but not the place. This is slightly different from results obtained from van riel et al (2005), Yoo et al (2000) and Kim and Hyun (2010). In the aforementioned studies, results indicated that all the 4Ps had significant impact on customer loyalty for their respective industries which were the chemical and retail industry respectively. As this study was conducted in the construction industry, we were dealing with industrial products like cement, steel bars, sand, bricks, which are very expensive and represent a large amount in the cost of a building. Therefore, price would definitely be a very important consideration when purchasing. The product range that a supplier can provide is also important in maintaining their loyalty because a supplier who carries a wide range of products will mean that buyers need not source for other suppliers to fulfil their needs. Therefore this result is consistent with our literature review finding that says product and price play an important part in maintaining customer loyalty. Promotions have also been found to be significant in maintaining customer loyalty. Frequent advertisements seem to keep the supplier in the forefront of the buyers mind, thus increasing both their behavioural and attitudinal loyalty. With the current competitive situation that exists in the construction industry with many suppliers in the market and not many buyers, suppliers need to maintain their existing customers by offering discounts and volume rebates. These types of sales promotions are closely related to the dimension of price, thus a very effective method to maintain customer loyalty. This is similar to what has been postulated by Yoo et al (2000) Place (channel of distribution), was found to not positively affect customer loyalty. This is contradicting with other findings previously highlighted in the literature review. Probably this dimension of the marketing mix does not have an impact on customer loyalty because buyers of construction companies do their purchasing virtually via the internet, through the telephone or via facsimiles. Buyers do not need to physically go to the buyers office to place their orders, thus distribution intensity (the number of branches the supplier have all over Malaysia) would not be important to buyers. Also once they place their order with a supplier, the goods can be shipped anywhere in Malaysia as specified in the order. A buyer in Kuala Lumpur can place an order with a supplier in Ipoh for goods to be delivered to Johor Baharu. This is unlike the retail market in which distribution intensity (the number of stores available) helps to promote loyalty because it makes it easier for the consumer to acquire their goods. Our second hypothesis explores the relationship between relationship quality and customer loyalty. Numerous researches have been conducted on this in the B2B as well as B2C contexts. The rational is that when the quality is good, the relationship is successful, thus, leading to customer loyalty. In general, similar results were found in this study, in which we found that buyers in construction companies viewed the relationship quality they had with their supplier as important in maintaining their loyalty to them. The RÂ ² value indicates that 33% of the variation in customer loyalty can be explained by the variation in relationship quality. However, they did not view service quality as an important dimension in relationship quality for maintaining their loyalty to the supplier. Even though past researchers like Caceres and Paparoidamis (2007),Rauyruen and Miller (2006), Hewett et al (2002), Hennig-Thurau and Klee (1997), Storbacka et al (1994), Dorsch et al (1998) and Crosby et al (1990) has advocated that service quality will have an impact on customer loyalty, findings in this study indicate otherwise. This could be caused by the gender and cultural profiles of our respondents as well as the context of the study, which was the construction industry. According to Donthu and Yoo (1998) and Furrer, Shaw and Sudharshan (2000), cultural influences will have an impact on service expectations. All the previous researches mentioned earlier were done in the Western cultural context. Customers in different cultures or countries will have different levels of service expectations because cultures differ in their patterns of behaviour and attitudes. Donthu and Yoo (1998) and Furrer et al (2000) used Hofstedes typology of culture to investigate cultural differences on service expectations. They found that customers in high power distance countries, like Malaysia, were more likely to accept very low levels of service quality or overlook it totally. They would accept or tolerate poor service delivery because of the service providers expertise. For seemingly poor services, the customers of high power distance countries would find excuses for the service providers instead. Thus, in this study, buyers in construction firms in Malaysia do not view service quality as an important dimension in maintaining their loyalty to their supplier as opposed to their Western counterparts. Donthu and Yoo (1998) and Furrer et al (2000) also found that customers in feminine countries like Malaysia which focused on values such as interdependence and relationships did not expect every service encounter to be perfect and would sacrifice the service quality for more important values to them like long term relationships. As 69.3% of our respondents were from the Chinese race, the Confucian dynamic of long term orientation would come into play. The Chinese are more prone to saving face, respect for others and traditions. They do not like to complain and bring shame to others. Thus, in line with this thinking, our findings indicate that trust, commitment and satisfaction are important in maintaining customer loyalty in this study. Also being a very collectivistic country, Malaysian buyers in construction firms would always be looking at how they can preserve harmony in their relationship with the supplier and not rock the boat by complaining behaviour on the service quality provided. They would be willing to overlook the lack or poor service provided by the supplier. Due to this fact, they do not view service quality as being able to maintain their loyalty to the supplier. Gender also plays a role in service quality perceptions and customer loyalty. According to Gocek, Kursun and Beceren (2007) in a research on the role of gender in service quality perceptions in the textile industry, they found that males gave less importance to perceive service quality received compared to females. Males were less bothered about how service quality could enhance their overall satisfaction levels towards their supplier, and ultimately on their loyalty. Thus, in our study, 57.5% of the respondents were males as compared to only 41.9 % females. Therefore based on this, our findings indicated that service quality was not an important dimension in ensuring their loyalty. In line with other research in the literature review, the accepted dimensions of relationship quality like satisfaction, trust and commitment were found to positively affect customer loyalty. Hesket et al (1994), Storbacka et al (1994), Hennig-Thurau and Klee (1997)and Lam et al (2004) posits that when the customer is satisfied, it will impact on the relationship strength and longevity and ultimately on the customers profitability and serve as the key to an organizations success and long term competitiveness. Chaudhuri and Holbrook, 2001 linked trust to loyalty through performance whereas Sirdeshmukh et al (2002) linked trust to loyalty through value creation. Buyers need to feel that they can trust their suppliers and these can be exhibited by frontline employees (trustworthy behaviour) and management practices (trustworthy practices). Most researchers identify commitment among exchange partners as key to achieving customer loyalty. Morgan and Hunt, 1994, Dick and Basu, 1994 and Oliver, 1999, all agree that relationship commitment is similar to loyalty because of the consequences exhibited like positive word of mouth, rebuy or repurchase a product/service consistently and refusal to switch. Our third hypothesis was also partially accepted, in which the supply shortage situation moderates the relationship between the marketing mix and customer loyalty. In other words, the supply shortage situation affects how the suppliers marketing mix is perceived by the buyers, and this would affect their loyalty. As postulated by Wagner and Gopalakrishna (2001) and Kotler (1974), suppliers in the construction industry should be making intelligent adjustments to the marketing mix to focus on the opportunities presented by the supply shortage situation. Price still remains the most important component of the marketing mix, especially for buyers in construction companies because the procurement of building materials represents a large amount of the building cost. Therefore, suppliers must resist the urge to raise prices as shortage conditions on the grounds of supplier opportunism because by doing so, they will loose their customers instead. Suppliers must also ensure that they do not cut down on production or product lines because of a shortage in the mistaken belief that it would not affect their customers loyalty. Even though there is a shortage supply situation in the construction industry, this does not mean that certain essential building materials are not required by the contractor during that time. In fact, the whole range of building materials from the structural, intermediate to the final stages in the construction process is required, regardless of whether there is a supply shortage for certain materials or not. Therefore, it is important for suppliers to be cognizant of this fact, and ensure that they carry a wide range of product solutions for their customers needs, even though during a supply shortage situation. The place (channel of distribution) also becomes important during a supply shortage situation in maintaining customer loyalty. This is because during a supply shortage situation, buyers will try to reduce their risk of being unable to obtain their supply. Therefore, a rational buyer will maintain their loyalty with a supplier that has intensity of distribution (having many branches all over Malaysia) to ensure that they will be able to get their supply of building materials. A contractor based in Kuala Lumpur, might very well have jobs all over Malaysia, thus by buying from a supplier that has many branches all over Malaysia, this will ensure better coordination in deliveries to various job sites all over Malaysia due to the fact that there would be personnel from the supplier stationed in the relevant geographical area. The buyer would feel more comfortable and confident, thus enhancing their loyalty to the supplier. Our study indicates that promotion becomes less important during a supply shortage situation. This could be because in a shortage situation, products are able to sell themselves. Suppliers need not have promotions and advertisements to maintain their presence in the mind of their customers during a shortage. Their buyers are very much aware of their suppliers and their importance during a time of shortage Our final hypothesis was rejected, indicating that the supply shortage situation does not affect the relationship between relationship quality and customer loyalty. In other words, the supply shortage situation has no affect on how the buyer views their relationship quality and their loyalty with the supplier. This is contradictory to findings in the literature review which posits that a supply shortage situation is perceived as a risk. Thus, buyers will try to engage in risk reducing activities such as looking for other suppliers, thus making them less loyal to their existing supplier. However, our findings can be answered by a research done by Wood (2008) in the B2B context for wireless telecommunications. He found that when the buyer was very satisfied with his relationship (indication of good relationship quality) it would instead reduce the inclination of the buyer to search for new alternatives, thus positively influencing the buyers intention to remain with the supplier even during a supply shortage situation. This positive satisfaction with the relationship will instead negatively influence the buyers perception of other available suppliers in the market, thus ensuring the buyers loyalty to his/her existing supplier. 5.2.1. Major results of the study Based on the explanation and discussion above, a summary of the major results are presented as follows: The marketing mix element of price presented by a company has a positive affect on their customers loyalty The marketing mix element of product presented by a company has a positive affect on their customers loyalty The marketing mix element of promotion presented by a company has a positive affect on their customers loyalty The marketing mix element of place presented by a company does not have a positive affect on their customers loyalty The relationship quality element of service quality does not have a positive effect on customer loyalty The relationship quality element of trust has a positive affect on customer loyalty The relationship quality element of satisfaction has a positive affect on customer loyalty The relationship quality element of commitment has a positive affect on customer loyalty The relationship quality has a stronger affect on customer loyalty than the marketing mix The supply shortage situation affects how customers view the marketing mix presented by the company and this would affect their loyalty. The supply shortage situation does not affect how customers view their relationship quality with a company, thus not affecting their loyalty. 5.3 Implications of the study Based on the research findings, several implications related to the theoretical and practical aspects of management will be discussed. 5.3.1 Theoretical implications The theory of cognitive-affective-conative-behavior was used in this study to explain the formation of customer loyalty. This theory suggests that customers loyalty is influenced by both cognitive and affective components. The cognitive components reflect that customers will make conscious evaluations based on information or knowledge such as the price or quality. (Oliver, 1999, Sawmong and Omar, 2004). Cognitive components in this study are represented by the 4Ps, namely product, price, place and promotion. (van Riel et al, 2005,Yoo et al, 2000, Kim and Hyun, 2010) The affective components reflect the fact that customers emotions or feelings are likely to play an important role in their behaviour. (Oliver, 1999) The affective components in this study are represented by relationship quality. (Hewett et al, 2002, Rauyruen and Miller, 2006, Caceres and Paparoidamis, 2007) The conative-behaviour is accompanied by the desire to an intended action. (Oliver, 1999) It can be exhibited through various ways through the customers behaviour; most commonly cited are repeat patronage (behavioural loyalty) and positive word of mouth (attitudinal loyalty). The findings in this research is consistent with the postulated theory. Both cognitive and affective components have an effect on customer loyalty. In this study, the RÂ ² for marketing mix was 29% and for relationship quality is was 33%. This indicates that the relationship quality has a strong affect on customer loyalty than the marketing mix. Research by Cater and Cater (2009) and De Rutyer and Semejin (2002) support this statement. In these researches, the affective component was found to be stronger than the cognitive component. Customers therefore seem to value the emotional we like more than the rational we benefit. Cater and Cater (2009) surmises that because of this findings, customers are not as rational as they should be, or much more likely, that rational benefits are perceived as minor in their decision making. In this case, the heart rules the head in the making of decision of continued loyalty. 5.3.2 Managerial implications From this study, we can draw several managerial implications as follows: The marketing mix presented by a company plays an important role in influencing their customers loyalty. Therefore, managers should not neglect the elements of price, product and promotion in their marketing strategies. Price is a very important consideration in purchasing in the construction industry as building materials are very expensive and make up a large amount of the construction cost. All buyers in construction companies would be very price sensitive due to this fact. Managers must ensure that they price their products competitively, according to the going rate. Pricing too high will have a negative affect unlike consumer goods which provide an impression of quality. ( Yoo et al, 2000) Managers should also pay attention to promotions to keep their company in the forefront of their customers mind. With the current competitive situation that exists in the construction industry with many suppliers in the market and not many buyers, suppliers need to maintain their existing customers by offering discounts and volume rebates. These types of sales promotions are closely related to the dimension of price, thus a very effective method to maintain customer loyalty. This is also similar to what has been postulated by Yoo et al (2000). Lastly, managers should make sure that their companies carry a wide range of products as this will ensure that their customers need not source for other suppliers to fulfil their orders. The relationship quality that a company has with their customer is also important in maintaining their customers loyalty. Managers should pay attention to their companys relationship management strategies and ensure that their customers are satisfied, trust and committed to the relationship they have with the company. Managers should focus on frontline employees especially sales personnel to ensure that they exhibit trustworthy behaviour. Management must ensure that they are ethical and honest in their dealings with customers, thus fostering a climate of trust. (Sirdeshmukh, 2002). To cultivate commitment, managers should place more emphasis on activities that produce strong positive feelings of affiliation and camaraderie between their company and customers. (Kumar et al, 1994). In general, satisfaction is a persons feeling of pleasure or disappointment resulting from comparing a products perceived performance in relations to his or her expectations. (Storbacka et al, 1994) Thus, ma nagers should focus on product and service quality and put in the effort to creating a high perception of these elements to ensure that their customers are not disappointed, but delighted instead. Supply shortages periodically occur in the construction industry. Thus, managers need to know how to manage their customer loyalty during such times. This study shows that the supply shortage situation affects how customers view the marketing mix presented by the company and this would affect their loyalty. Therefore, managers should be making intelligent adjustments to the marketing mix to focus on the opportunities presented by the period of uncertainty (shortage). By recognizing the changing environment, organizations can still retain their customers and enhance their profitability. (Kotler, 1974, Wayne and Gopalakrishna, 2001). As product, price and place have been found to affect customers loyalty during a supply shortage situation, managers should focus on these three elements. This means that they should not simply increase prices, reduce product lines and cut down on channels of distribution. Instead, managers should ensure that they price competitively, ensure that they carr y enough product lines and not shut down any branches/cut down on sales personnel during a shortage situation. As promotions was found to not affect customer loyalty during a supply shortage situation, managers can then save some spending and cut down on their sales promotion and advertising budgets. The supply shortage situation does not affect how customers view their relationship quality with a company, thus it does not affect their loyalty. However, this does not mean that managers should neglect the quality of the relationship they have with their customers. Managers should continue to do what they have been doing during normal periods. Ensure that your customers are satisfied and happy with the existing relationship they have by continually meeting their requirements and delighting them always. Overall, in a normal situation, to maintain their customers loyalty, a company should pay more attention to the relationship quality because it has been found to have a stronger affect. However, this does not mean that managers can neglect the marketing mix, because it has also been found to have an affect on customer loyalty. Therefore, prudent managers should pay attention to both cognitive and affective components to maintain their customers loyalty. However, when a supply shortage situation occurs, managers who focus on their marketing mix can reap substantial gains in their customers loyalty as opposed to the relationship quality. For managers, this provides them with valuable information on which aspect to focus on to advance their customers loyalty. Therefore, they can formulate strategic plans that suit the existing situation. 5.4 Limitations of the study The results should be interpreted in light of the limitations of the study. They are as follows: The sample surveyed. Our population for the study comprised of all organizations registered with the Construction Industry Development Board (CIDB) of Malaysia. There are many more contractors which are not registered with the CIDB. Therefore, the results should be carefully considered as being representative of the construction industry as not all organizations in the construction industry were sampled. It should be noted that 62% of the respondents were private limited corporations which were locally owned. As such, smaller contractors might not have enough representation in this study. This study was conducted in the construction industry, thus it may limit the generalization to other industries and business to business settings. The study is based on perceptions. As such, the inherent limitations of perception studies are acknowledged. The respondents responses represent what they consider to be facts rather than what the facts actually are. Another limitation might be that the data was collected via a self administered questionnaire. There is concern in the study that customer do not always perform as they say they will and might not answer truthfully for a variety of personal or organizational reasons. The study asked for the questionnaire to be answered by someone in the organization who has done purchasing and experienced a supply shortage situation before. It should be noted that there is room for bias as we cannot ascertain that the respondent that answered the questionnaire fulfils that criteria. Due to the time constraints, a cross sectional study was conducted. As such, changes in the variables under study over time, especially the dimensions of relationship quality and customer loyalty may limit the possibility to infer causation. 5.5 Directions for future research While this study advances the knowledge of customer loyalty in the construction industry, it also provides additional opportunities for future research. Future researches should consider having more or different marketing mix dimensions instead of using the 4Ps. This might lead to different findings for customer loyalty. The same applies for relationship quality, in which different dimensions are used instead of the generally accepted ones of trust, satisfaction and commitment. Future research can also enhance this study by having a larger sample that covers all organizations in the construction industry, irregardless of whether they are registered with CIDB. Hardware companies are also involved in the construction industry by supplying building materials to contractors. They also frequently encounter supply shortage situations, thus, for future research, they can also be considered. Because nothing is manipulated in this study, it is difficult to make causal inferences from the data. Perceived marketing mix and the relationship quality could be illusive reflections, distinct from the actual efforts put in by the company. To investigate more thoroughly the causal impact of each independent variable towards loyalty, future researchers could design and conduct experiments manipulating the levels of the independent and the moderating variables. 5.6 Conclusion The main objective of this study was to examine the relationships between the marketing mix used by the company and the relationship quality a company had with their customers and their loyalty in the construction industry. In addition, these relationships were tested under a supply shortage situation, to see whether the supply shortage situation would moderate the relationships between the marketing mix and the relationship quality with customer loyalty. Overall, this study has provided some empirical evidence that a companys marketing mix and the relationship quality with their customers has positive impact on their customers loyalty. The marketing mix components had varying degrees of significant relationships to customer loyalty. Product, price and promotion were found to have positive relationships with customer loyalty. Place was found not to have an affect on customer loyalty. The relationship quality components also had varying degrees of significant relationships to customer loyalty. Trust, satisfaction and commitment were found to have positive relationships with customer loyalty. However, service quality was found not to have any affect on customer loyalty. Overall, relationship quality was found to have a stronger affect on customer loyalty in the construction industry. Perhaps the main contribution of this study is the evidence that the significance of cognitive and affective components in customer loyalty changes during a perceived environment uncertainty. Cognitive components become more important to customer during a supply shortage situation than affective components. Cater and Cater (2009) theme of rational we benefit rules against the emotional

History of the Tudor Dynasty

History of the Tudor Dynasty The Tudor dynasty held the throne of England from 1485 to 1603. In this interval accomplished two revolutions of paramount importance: first, Britain became the first of the Protestant powers, and secondly, she became a maritime and colonial power. Henry VII, founder of the dynasty, presided over the rebuilding of the kingdom, while his son, Henry VIII, consumed his savings striving to solve intractable problems: in diplomacy, that of the European balance, in religion, that of Catholicism without the pope in administration, that of good finances without honesty. Edward VI opened the way for Protestantism, whose progress was repressed by Mary Tudor with an implacable rigor rendering him powerless. Elizabeth I, finally, gathered deftly around her statesmen and advisors, making the symbol of an official religion in accordance with the average opinion of his country and attempted to resolve the major international issues. King Henry VIII Reforms in the British Church were first conducted by Henry VIII more precisely the attachment of Bishops to the English crown: King Henry VII was eager for money, his father had increased the fortune of the English crown by taking the land of noble deaths during the War of the Roses, Henry VIII sought to take those of the Church. At that time the Church had a very important role (one of the largest in the kingdom) and was increasing the discontent of the people because of king s opulent lifestyle. The independence of the Archbishop of Canterbury and bishop s vis- -vis the kings, Henry VIII also found it impossible to tame the Pope because the kings of France and Spain were much more powerful than him. Henry VIII wanted to further centralize the power.(Guy, 245) He divorced one of his six women bishops attached to the crown of England. Indeed, in 1526, Henry VIII asked the Pope to divorce Catherine of Aragon, niece of Charles V King of Spain, because she did not have a son but the Pope, being under the influence of the King of Spain, refused. In 1531, Henry VIII decided to ignore this prohibition and managed to convince the Archbishop of Canterbury and the bishops to attach themselves to him. In 1534, the Act of Supremacy was passed by parliament and Henry VIII became head of all bishops of the kingdom. From the date of this act, all the kings of England became the head of the English Church leaving the pope with no authority. Henry VIII, with the help of Thomas Cromwell, then made use of the Domesday Book to take control of religious taxes; he shut down 560 monasteries and gave their land to the middle classes. This allowed him to raise money for allied merchant classes and landowners, many small gentlemen farmers started making a fortune with this. Also note that the Reformation of the Church had nothing much to do with the arrival of Protestantism: while Henry VIII broke away from the pope, he still remained deeply Catholic. He even grumbled that the Protestants were not loyal to him. He wrote a book critical of Martin Luther, praised by Pope, entitled Defender Fidei (Defender of the Faith or FD that is still found on the coins). Henry VIII crushed all Catholic rebels who would refuse to use the services of the new religion. The monasteries were emptied and sold, and their wealth was confiscated by the state. Thus, the King confirmed the English Reformation. Yet, through the reigns of Mary Tudor and Elizabeth I , daughters of Henry VIII, the Catholic reaction turned bloody, even if the Anglican Church was not called into question . Catholics opposed the system rejecting the reforms of Henry VIII altogether. On 11 July, Henry was excommunicated in Rome and subsequently he answered a call to a future council. A protest of public pity, that of Elizabeth Barton, the holy maid of Kent was rigorously suppressed. Now, war was declared with Rome, Henry VIII, with nothing to spare, ordered that the Pope would be appointed in the future as the bishop of Rome, the bishops would be appointed without the intervention of the Holy See , that church would ultimately be answerable to the Royal Court of Chancery (Anglicanism). Thomas More and Bishop Fisher were imprisoned, the preachers were released throughout the kingdom to speak against the Pope and the King and all the monks were invited to sign the declaration that the bishop of Rome did not more authority in England than any foreign bishop, on pain of punishment similar to those that struck the Franciscans of the Observance. In November 1534, the king added to his titles, according to the wishes of Parliament, that of Supreme Head of the English Church. Deny its supremacy became a crime. It was also a crime of high treason to call it heretical or wish that he, Anne Boleyn, or their children were deprived of the crown. The year 1535 saw a terrible persecution start, under new laws (Treason laws). The monasteries of Charterhouse and Sion troop of martyrs, chained to Newgate, hung, quartered at Tyburn. Fisher, stripped by the Supreme Head of the bishopric of Rochester, was elevated to cardinal by Pope Paul III. Henry VIII had him executed, and his head rot for several days in the pillory of London Bridge. She was soon replaced on the hook by that of Thomas More. This year 1535 and the next date as the two campaigns led by Cromwell, Vicar-General of the supreme leader, for the suppression of the monasteries and destruction of images. In October, the famous doctors Bedyl, Legh, Layton, London, Petre, etc. The beginning of a visitation of all the monasteries of the kingdom was also marked. They were men of bad character, known for their greed, their hardness, coarseness, as evidenced by their correspondence. Everywhere they gathered to gossip and pretended to see the outrageous, secret debauchery. In fo ur months (very short time they had carried out carefully to a serious inquiry), they amassed a Black book material which was presented to Parliament in 1536 to support a proposal by the crown for the total abolition small monasteries and transfer their property to the king. He opposed Luther in asserting that Christs righteousness was imputed to men, nor was it given only to those who had faith that the justification of rights could be acquired by the practice of the virtues of faith, charity and hope, and through repentance and the fear of God, with some effort on the part of man in the exercise of his free will, which was denied by Martin Luther that the veneration of the Virgin Mary and the saints was recommended. The reading of Scripture was closed to the masses from 1546; executions of Lutherans continued until the kings death the following year. Edward VI Edward VI, on his accession to throne was nine years (January 21, 1547) old. His maternal uncle, Hertford, was protector of the kingdom and had himself given the Duchy of Somerset, the brother of Hertford, Sir Thomas Seymour, Lord Admiral and became Seymour of Sudeley. These characters were very much attached to the party of religious reform (Anglican), the young Edward VI shared their sympathies in this regard, in June 1548, and he refrained from making any offering after the Catholic rite at the offertory on Sundays. Ridley and Hugh Latimer were his most favorite preachers, but he listened with pleasure to the Puritan preachers like Hooper and John Knox. Edward VI of England promised a king Puritan, the reformers of all Europe were enthusiastic about his early piety. In April 1551, Calvin sent him a long letter of praise and exhortation. It was the new Josiah. But the learned and fervent devotion was not associated with Edward at the mere natural goodness. He had something in his childhood of deficiency and the hardness of Henry VIII. He was only indifferent to his uncle, the Protector Somerset. While Somerset in 1547 led an expedition against Scotland, his brother, Lord Seymour, treacherously tried to lose it in the spirit of the king. Mary Tudor Despite the measures taken by Edward VI to prevent his sister from becoming his successor, the people recognized the need for the rightful queen. To ensure his own royal authority, questioned by the discussions on the validity of the marriage of his parents, but also to meet his personal beliefs Catholic, Mary Tudor, remained faithful to his religion during the reign of his half-brother, wanted to bring his people back to the old religion with a firm hand. She tried to enforce Catholicism again in the kingdom at the price of imprisonment and death sentences. This is the reason here reign is often associate with blood. In so doing, she disregarded the religious situation of his country: Catholicism was lifeless, while Protestantism was full of vitality. Advised by his cousin, Emperor Charles V, she inaugurated her reign with moderation, content to repeal the laws of the Church taken in the reign of Edward VI, Cranmer jailing and condemning some of her subjects to exile.(Thomas,134) It would mean no bloody persecution against the Protestants, but it did not take account of the opposition of his people, or resistance of Parliament. To demonstrate her desire to give birth to Catholicism, she married in July 1554, the son of Charles V, Philip, heir to the throne of Spain. This reintegration of solemn Church of England in the bosom of the Roman Church attracted the hatred of many who fomented plots against the royal authority. The arrival of Protestantism in Britain or the threat of Catholic invasion pushed the people to convert: when Queen Mary (Queen Mary), half-sister of Catherine of Aragon, Catholic, became head of the kingdom after the death of the son of Henry VIII, Edward VI, who died very young in 1553, the kingdom then composed mainly of Catholics (the majority of the people) but an increasing proportion of the population converted to Protestantism (the richest because this new religion accepted wealth). The position of the Queen Mary was not simple because the kingdom has not experienced female leader for 400 years but Mary committed several errors that resulted in extreme repercussions later on. First, she asked parliament for permission to marry the Catholic King Philip of Spain that compelled disagreeable people to create an uprising. Moreover, the burning of 300 Protestants in five years further aggravated the feud between Catholics and Protestants. Mary died in 1558. For the reinstatement of the Anglican Church to be effective, the big obstacle was the restitution of church property, secularized during the reign of Henry VIII, who had helped some get rich quick. Pope Julius III did not claim this refund, he even sent his legate, Cardinal Reginald Pole, a nephew of Queen Mary, with a mission to give all the English people the full papal absolution. Officially, the authority of Rome was again recognized in the kingdom of England antipapal laws were repealed, Parliament re-enacted the laws against heretics, the bishops called for strong action against all Protestants. The bloody persecution then stood not only against the ecclesiastical dignitaries such as former Archbishop Cranmer, but also against the masses, creating a de facto hostility against Bloody Mary and nourishing a new antipope. The persecution continued with Marys death in 1558. Elizabeth 1 Elizabeth Tudor, daughter of Anne Boleyn, was set to succeed her half-sister. Certainly, on the occasion of the coronation of Mary, Elizabeth had confessed the Catholic faith and promised to defend the true religion, but because of criticism that she opposed the Catholics, accusing her mothers marriage to Henry VIII, Elizabeth which was not affected personally by religious issues but had to promote Protestantism. More skilful politician than her sister, she worked to avoid alienating any of her subjects, the Catholics and Protestants. Elizabeth I, half-sister Mary and Protestants became head of the kingdom because there was no other descendant of the Tudors in 1558. She wanted to reconcile the English among themselves on religious issues and succeeded in 1559 to admit Protestants to two conditions: (1) that they are closer to the Catholics of the kingdom as other Protestants continents, (2) that the monarch remains the sole master of the Church. Elizabeth I undertook many reforms such as the use of Parish (territorial organization of the Church) as an administrative division of the kingdom, the obligation to go to church every Sunday under penalty of law, and finally re-wrote Mass sermons with regard to the attack to the king as a Pechet. Thus, the Church and its representatives had then become fully part of the machinery of state power.(Turton,76) Finally, the English Protestantism completely took off in 1585 with the execution of Mary Queen of Scots in 1587. In fact, Mary Queen of Scots (different from the Queen Mary of England died in 1558) fled to England because she was persecuted in his kingdom of Scotland but this an internal risk in the UK for Elizabeth I as English Catholic nobles would replace the Queen prostetante a Catholic, Elizabeth I therefore took the decision to shut Mary Queen of Scots jail. However, the threat of Spanish invasion (Catholic country) that would attach to England and to defend the Queen Mary over the decision to appoint Mary Philip of Spain as his successor led Elizabeth I to marry in order to cut short the threat of Spanish invasion, or to see the Scottish crown from the hands of Spain. The English people joined the Queen Elizabeth I to stand against the growing threat of Spanish invasion. Elizabeth had the great merit of understanding and acting with a wise and slow progression, behaving immediately after her accession to chief of the Church of England, but assumed that the government of this Church and not s never saying the supreme leader the suprerne head as had once been Henry VIII. The Book of Common Prayer was reworked, and reforms of Matthew Parker, Archbishop of Canterbury sacred by the ordinal of Edward VI (1559), ended after a series of preparatory measures, the Act of Uniformity (1564), which was made compulsory. In 1558, good spirits still doubted the possibility of the victory of new ideas in England. As wrote the Philip II of Spain, a careful observer (it was Fest, his ambassador in London), that the Catholics were the majority of the people, and if the capital, the country of Kent and seaports adhered to doctrines of the Reformation, the rest of the country remained committed to the Roman religion. But even most young noblemen and universities were also removed from it. Elizabeth I, deep admirer of his father and determined to behave like him in all things, there were valuable auxiliaries in a business it knew how to carry out with prudence, skill, and dexterity truly remarkable. England was weary of the sudden change of religion for nearly twenty-five years.