Comparing methods of market segmentation

Comparing methods of market segmentation Traditional demographic methods of market segmentation do not usually provide this knowledge. Analyses of market segments by age, sex, geography, and income level are not. They actually didnt see what people need but rather used to do and make products that were profitable to them and in addition to that they didnt give much priority to what the customer need and used to make the same products. They had no importance to the demography and as well as their product did not satisfy all the customers as they had few lack of quality, style and fashion. Their design of the product wasnt fulfilling the demand of the market in the earlier times. They only depended on their benefits rather then caring about their customers. There were no media supports or any correct timing for launching products as a result many products were unknown to the people and they actually lacked the information of the things they could get (Market Segmentation, Advanced Demand Information, and Supply Chain Performa nce by Fangruo Chen, Graduate School of Business, Columbia University, New York 10027). The makers did not have a huge impact on the customers as they had to satisfy themselves with what they had. Thus there were no such advantages or profits to the makers. There were no guides to strategies or ways to improve the product as they were not guided enough. The plus point in this type of marketing is there was less competition in the early stages and the makers didnt used to worry that much about the products or the amount that it would be sold. Thus its effects are described below: For example : watches were introduced to the customers with a 2 to 3 options rather then a wide range from which al types of people can chose from what they need. They avoided the fact that people have some demands which had to be fulfilled which is not satisfactory at this century. Besides that there are many other marketing factors like auto mobile. We didnt used to get many options like now a day. There were only few options for cars and the buyers had to select any of those and satisfy their minds with that (Forecasting and Market Analysis techniques by George J. Kress and John Snyder). There were no chance of dividing class, status and style with these few options. They didnt use to make the cars and values to the customers need and it is a negative point to the marketing segmentation method. Perfumes are something which a woman loves to have and the easy way to increase its market demand is to know what she wants whole she is buying the product. In the early stages there were no media to let people know about all these products as these products were exported from distance areas and countries and sold only to the high class and rich people. Where as the others were totally unaware of the fact that this products are available. We could consider the role of bathing soaps in our life as a very important thing but in the early stages they didnt know its correct use so they did not bath and used to use perfumes instead. Bathing is a enjoyable experience to women as it enhances beauty. More she would come to know about its advantages she will be eager to have it. But at those times they were too much dependant upon herbals and herbal products as much of these were not available or they didnt know anything about it (From Bland to Brand by Jennifer Lach, American Demographics, M arch, 1999). There were no hare care markets instead of that they used rivers and had bath there in the Mother Nature. Computers were not that specialized in these stages and were not that comfortable to use like it is now. In a way there were many things that were not that satisfactory those days. New methods of market segmentation Demography is the statistical study of human populations but also a way to segment markets. It helps to want people need according to age, sex and gender. Marketing is the process by which companies create customer interest in products or services. It generates the strategy that underlies sales techniques, business communication, and business development for this now a days many things are made according to demography needs (Marketing Golf to Generation X by Marcus Whelan, Cyber-journal of Sports Marketing). If a customers needs are fulfilled then the product would be sold more and it would also be a benefit to the maker. The main work of marketing is to identify the customer, to keep the customer, and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable (Author: T.P. Beane, (Philip Morris, USA), D.M. Ennis, Philip Morris, USA). Now a day we follow new methods of marketing segmentation. There are some unique advantages in these methods. Like:- Each brand appears to sell very effectively only to certain segments of any market not to the whole market in todays economy. Sound marketing objectives depend on knowledge of how segments which produce the most customers for a companys brands differ in requirements and susceptibilities from the segments which produce the largest number of customers for competitive brands. Traditional methods of marketing didnt use to provide us with these knowledge. Once the marketing director does discover the most pragmatically useful way of segmenting his market, it becomes a new standard for almost all his evaluations (T.P. Beane, D.M. Ennis, (1993) Market Segmentation: A Review), He will use it to appraise competitive strengths and vulnerabilities, to plan his product line, to determine his advertising and selling strategy, and to set precise marketing objectives against which performance can later be measured. Specifically, segmentation analysis helps him to:- Direct the appropriate amounts of promotional attention and money to the most potentially profitable segments of his market; Design a product line that truly parallels the demands of the market instead of one that bulks in some areas and ignores or scants other potentially quite profitable segments. Catch the first sign of a major trend in a swiftly changing market and thus give him time to prepare to take advantage of it to determine the appeals that will be most effective in his companys advertising and where several different appeals are significantly effective. Quantify the segments of the market responsive to each will choose advertising media more wisely and determine the proportion of budget that should be allocated to each medium in the light of anticipated impact. Correct timing of advertising and promotional efforts so that they are massed in the weeks, months, and seasons when selling resistance is least and responsiveness is likely to be at its maximum Understand the seemingly meaningless demographic market information and apply it in scores of new and effective ways. These advantages hold in the case of both packaged goods and hard goods, and for commercial and industrial products as well as consumer products. catch the first sign of a major trend in a swiftly changing market and thus give him time to prepare to take advantage of it; Determine the appeals that will be most effective in his companys advertising and, where several different appeals are significantly effective, quantify the segments of the market responsive to each. Choose advertising media more wisely and determine the proportion of budget that should be allocated to each medium in the light of anticipated impact. Correct the timing of advertising and promotional efforts so that they are massed in the weeks, months, and seasons when selling resistance is least and responsiveness is likely to be at its maximum. Understand otherwise seemingly meaningless demographic market information and apply it in scores of new and effective ways. These advantages hold in the case of both packaged goods and hard goods, and for commercial and industrial products as well as consumer products. EFFECTS OF THIS IN TEN MARKETS: In the following discussion we shall take ten markets for consumer and industrial products 1. Watches: In this first case we deal with a relatively simple mode of segmentation analysis. The most productive way of analyzing the market for watches turns out to be segmentation by value. This approach discloses three distinct segments, each representing a different value attributed to watches by each of three different groups of consumers: 1. People who want to pay the lowest possible price for any watch that works reasonably well. If the watch fails after six months or a year, they will throw it out and replace it. 2. People who value watches for their long life, good workmanship, good material, and good styling. They are willing to pay for these product qualities. 3. People who look not only for useful product features but also for meaningful emotional qualities. The most important consideration in this segment is that the watch should suitably symbolize an important occasion. Consequently, fine styling, a well-known brand name, the recommendation of the jeweler, and a gold or diamond case are highly valued. In 1962, research shows, the watch market divided quantitatively as follows: Approximately 23 % of the buyers bought for lowest price (value segment #1). Another 46% bought for durability and general product quality (value segment #2). And 31% bought watches as symbols of some important occasion (value segment #3). 2.Automobiles: The non-demographic segmentation of the automobile market is more complex than that of the watch market. The segments crisscross, forming intricate patterns. Their dynamics must be seen clearly before automobile sales can be understood. Segmentation analysis leads to at least three different ways of classifying the automobile market along non-demographic lines, all of which are important to marketing planning. Value Segmentation: The first mode of segmentation can be compared to that in the watch market-a threefold division along lines which represent how different people look at the meaning of value in an automobile: 1. People who buy cars primarily for economy. Many of these become owners of the Falcon, Ford, Rambler, American, and Chevrolet. They are less loyal to any make than the other segments, but go where the biggest savings are to be found. 2. People who want to buy the best product they can find for their money. These prospects emphasize values such as body quality, reliability, durability, economy of operation, and ease of upkeep. Rambler and Volkswagen have been successful because so many people in this segment were dissatisfied. 3. People interested in personal enhancement (a more accurate description than prestige). A handsomely styled Pontiac or Thunderbird does a great deal for the owners ego, even though the car may not serve as a status symbol (Market segmentation: how to do it, how to profit from it by Malcolm McDonald). Although the value of an automobile as a status symbol has declined, the personal satisfaction in owning a fine car has not lessened for this segment of the market. It is interesting that while both watches and cars have declined in status value, they have retained self-enhancement value for large portions of the market. Markets can change so swiftly, and the size of key segments can shift so rapidly, that great sensitivity is required to catch a trend in time to capitalize on it. In the automobile market, the biggest change in recent years has been the growth in segment two-the number of people oriented to strict product value. Only a few years ago, the bulk of the market was made up of the other segments, but now the product-value segment is probably the largest. Some automobile companies did not respond to this shift in the size of these market segments in time to maintain their share of the market. Aesthetic Concepts: A second way of segmenting the automobile market is by differences in style preferences. For example, most automobile buyers tell you that they like expensive looking cars. To some people, however, expensive looking means a great deal of chrome and ornamentation, while to others it means the very opposite-clean, conservative lines, lacking much chrome or ornamentation. Unfortunately, the same words are used by consumers to describe diametrically opposed style concepts. Data that quantify buyers according to their aesthetic responses their differing conceptions of what constitutes a good-looking car- are among the most useful an automobile company can possess. The importance of aesthetic segmentation can be pointed up by this example: When Ford changed from its 1959 styling to its 1960 styling, the change did not seem to be a radical one from the viewpoint of formal design. But, because it ran contrary to the special style expectations of a large group of loyal Ford buyers, it constituted a dramatic and unwelcome change to them. This essential segment was not prepared for the change, and the results were apparent in sales. Susceptibility to Change: A third and indispensable method of segmenting the automobile market cuts across the lines drawn by the other two modes of segmentation analysis (Segmentation and positioning for Strategic Marketing decisions by James H. Myers). This involves measuring the relative susceptibility of potential car buyers to changing their choice of make. Consider the buyers of Chevrolet during any one year from the point of view of a competitor: At one extreme are people whose brand loyalty is so solidly entrenched that no competitor can get home to them. They always buy Chevrolets. They are closed off to change. At the other extreme are the open-minded and the unprejudiced buyers. They happened to buy a Chevrolet because they preferred its styling that year, or because they got a good buy, or because someone talked up the Fisher body to them. They could just as easily have purchased another make. In the middle of this susceptibility continuum are people who are predisposed to Chevrolet to a greater or lesser degree. They can be persuaded to buy another make, but the persuasion has to be strong enough to break through the Chevrolet predisposition. The implications of this kind of susceptibility segmentation are far-reaching. Advertising effectiveness, for example, must be measured against each susceptibility segment, not against the market as a whole. Competitors advertising should appear in media most likely to break through the Chevrolet predisposition of the middle group. In addition, the wants of those who are not susceptible must be factored out, or they will muddy the picture (Market Segmentation Success: Making It Happen! by Sally Dibb). Marketing programs persuasive enough to influence the uncommitted may make no difference at all to the single largest group those who are predisposed to Chevrolet but still open enough to respond to the right stimulus. If the marketing director of an automobile company does not break down his potential market into segments representing key differences in susceptibility, or does not clearly understand the requirements of each key segment, his company can persevere for years with little or no results because its promotion programs are inadvertently being aimed at the wrong people. III. Perfume: A segmentation analysis of the perfume market shows that a useful way to analyze it is by the different purposes women have in mind when they buy perfume. One segment of the market thinks of a perfume as something to be added to what nature has supplied. Another segment believes that the purpose of fragrance products is to help a woman feel cleaner, fresher, and better groomed -to correct or negate what nature has supplied. In the latter instance, the fragrance product is used to cancel out natural body odors; in the former, to add a new scent. To illustrate this difference in point of view: One woman told an interviewer, I like a woodsy scent like Faberge. It seems more intense and lingers longer, and doesnt fade away like the sweeter scents. But another woman said, I literally loathe Faberge. It makes me think of a streetcar full of women coming home from work who havent bathed. These differences in reaction do not indicate objective differences in the scent of Faberge. They are subjective differences in womens attitudes; they grow out of each womans purpose in using a perfume. Purposive segmentation, as this third mode of analysis might be called, has been of great value to alert marketers. For instance: A company making a famous line of fragrance products realized that it was selling almost exclusively to a single segment, although it had believed it was competing in the whole market. Management had been misled by its marketing research, which had consistently shown no differences in the demographic characteristics of women buying the companys products and women buying competitors products. In the light of this insight, the company decided to allocate certain lines to the underdeveloped segments of the market. This required appropriate changes in the scent of the product and in its package design. A special advertising strategy was also developed, involving a different copy approach for each product line aimed at each segment. In addition, it was learned that visualizations of the product in use helped to create viewer identification in the segment that used perfume for adding to natures handiwork, but that more subtle methods of communication produced better results among the more reserved, more modest women in the second segment who want the canceling out benefits of perfume (Handbook of Market Segmentation: Strategic Targeting for Business and Technology firms by Art Weinstein). The media susceptibilities of women in the two segments were also found to be different. Thus, from a single act of resegmentation, the advertising department extracted data critical to its copy platform, communication strategy, and media decisions. IV. Bathing Soap A comparable purposive segmentation was found in the closely related bathing soap field. The key split was between women whose chief requirement of soap was that it should clean them adequately and those for whom bathing was a sensuous and enjoyable experience. The company (a new contender in this highly competitive field) focused its sights on the first segment, which had been much neglected in recent years. A new soap was shaped, designed, and packaged to appeal to this segment, a new advertising approach was evolved, and results were very successful. V. Hair-Care Market The Breck-Halo competition in the shampoo market affords an excellent example of another kind of segmentation. For many years, Brecks recognition of the markets individualized segmentation gave the company a very strong position. Its line of individualized shampoos included one for dry hair, another for oily hair, and one for normal hair. This line accurately paralleled the marketing reality that women think of their hair as being dry, oily, or normal, and they do not believe that any one shampoo (such as an all-purpose Halo) can meet their individual requirements. Colgate has finally been obliged, in the past several years, to revise its long-held marketing approach to Halo, and to come out with products for dry hair and for oily hair, as well as for normal hair. Other companies in the hair-care industry are beginning to recognize other segmentations in this field. For example, some women think of their hair as fine, others as course. Each newly discovered key segmentation contains the seeds of a new product, a new marketing approach, and a new opportunity. VI. Other Packaged Goods Examples of segmentation analysis in other packaged goods can be selected almost at random (Lifestyle Market Segmentation by Art Weinstein). Let us mention a few briefly, to show the breadth of applicability of this method of marketing analysis: In convenience foods, for example, we find that the most pragmatic classification is, once again, purposive segmentation. Analysis indicates that convenience in foods has many different meanings for women, supporting several different market segments. Women for whom convenience means easy to use are reached by products and appeals different from those used to reach women for whom convenience means shortcuts to creativity in cooking. In the market for cleaning agents, some women clean preventively, while others clean therapeutically, i.e., only after a mess has been made. The appeals, the product characteristics, and the marketing approach must take into account these different reasons for buying another example of purposive segmentation. In still another market, some people use air fresheners to remove disagreeable odors and others to add an odor. A product like Glade, which is keyed to the second segment, differs from one like Airwick in product concept, packaging, and type of scent. The beer market requires segmentation along at least four different axes -reasons for drinking beer (purposive); taste preferences (aesthetic); price/quality (value); and consumption level. VII. Retail Soft Goods Although soft-goods manufacturers and retailers are aware that their customers are value conscious, not all of them realize that their markets break down into at least four different segments corresponding to four different conceptions of value held by women. For some women value means a willingness to pay a little more for quality. For others, value means merchandise on sale. Still other women look for value in terms of the lowest possible price, while others buy seconds or discounted merchandise as representing the best value. Retailing operations like Sears, Roebuck are highly successful because they project all these value concepts, and do so in proportions which closely parallel their distribution in the total population. VIII. Adding Machines In marketing planning for a major adding machine manufacturer, analysis showed that his product line had little relationship to the segmented needs of the market. Like most manufacturers of this kind of product, he had designed his line by adding features to one or several stripped-down basic models-each addition raising the model price. The lowest priced model could only add; it could not subtract, multiply, divide, or print, and it was operated by hand. Since there are a great many features in adding machines, the manufacturer had an extremely long product line (Marketing Plans, Sixth Edition: How to prepare them, how to use them by Malcolm McDonald). When the needs of the market were analyzed, however, it became clear that, despite its length, the line barely met the needs of two out of the three major segments of the market. It had been conceived and planned from a logical point of view rather than from a market-need point of view. The adding machine market is segmented along lines reflecting sharp differences in value and purpose: One buyer group values accuracy, reliability, and long life above all else. It tends to buy medium-price, full-keyboard, electric machines. There are many banks and other institutions in this group where full-keyboard operations are believed to ensure accuracy. Manufacturing establishments, on the other hand, prefer the ten-key machine. Value, to these people, means the maximum number of laborsaving and timesaving features. They are willing to pay the highest prices for such models. Both these segments contrast sharply with the third group, the small retailer whose major purpose is to find a model at a low purchase price. The small retailer does not think in terms of amortizing his investment over a period of years, and neither laborsaving features nor full-keyboard reliability count for as much as an immediate savings in dollars. Despite the many models in the companys line, it lacked those demanded by both the manufacturer and small retailer segments of the market. But, because it had always been most sensitive to the needs of financial institutions, it had developed more models for this segment than happened to be needed. Product, sales, and distribution changes were required to enable the company to compete in the whole market. IX. Computers One pragmatic way of segmenting the computer market is to divide potential customers between those who believe they know how to evaluate a computer and those who believe they do not. A few years ago only about 20% of the market was really open to IBMs competitors-the 20% who believed it knew how to evaluate a computer. By default, this left 80% of the market a virtual captive of IBM-the majority who did not have confidence in its own ability to evaluate computers and who leaned on IBMs reputation as a substitute for personal appraisal. Segmentation in this market involves differences in prospects attitudes toward the inevitability of progress. Although this factor has been widely ignored, it is a significant method for qualifying prospects. People who believe that progress is inevitable (i.e., that change is good and that new business methods are constantly evolving) make far better prospects for computers than those who have a less optimistic attitude toward progress in the world of business. X. Light Trucks The market for light trucks affords us another example of segmentation in products bought by industry. As in the computer example, there are both buyers who lack confidence in their ability to choose among competing makes and purchasers who feel they are sophisticated about trucks and can choose knowledgeably. This mode of segmentation unexpectedly turns out to be a key to explaining some important dynamics of the light truck market: Those who do not trust their own judgment in trucks tend to rely very heavily on both the dealers and the manufacturers reputation. Once they find a make that gives them reliability and trouble-free operation, they cease to shop other makes and are no longer susceptible to competitive promotion. Nor are they as price-sensitive as the buyer who thinks he is sophisticated about trucks. This buyer tends to look for the best price, to shop extensively, and to be susceptible to the right kind of competitive appeals, because he puts performance before reputation. These ways of looking at the truck market have far-reaching implications for pricing policy, for product features, and for dealers sales efforts. Harvard Business Review, March/April 1964 by Daniel Yankelovich There are few similarities as well as differences in this process: Similarities: the main aim is to benefit at a certain level and trying to satisfy the customer keeping few points in focus. In addition to having different needs, for segments to be practical they should be evaluated against the following criteria: Identifiable: the differentiating attributes of the segments must be measurable so that they can be identified. Accessible: the segments must be reachable through communication and distribution channels. Substantial: the segments should be sufficiently large to justify the resources required to target them. Unique needs: to justify separate offerings, the segments must respond differently to the different marketing mixes. Durable: the segments should be relatively stable to minimize the cost of frequent changes. A good market segmentation will result in segment members that are internally homogenous and externally heterogeneous; that is, as similar as possible within the segment, and as different as possible between segments. Bases for Segmentation in Consumer Markets: Consumer markets can be segmented on the following customer characteristics. Geographic Demographic Psychographic Behavioralistic Geographic Segmentation The following are some examples of geographic variables often used in segmentation. Region: by continent, country, state, or even neighborhood Size of metropolitan area: segmented according to size of population Population density: often classified as urban, suburban, or rural Climate: according to weather patterns common to certain geographic regions Demographic Segmentation Some demographic segmentation variables include: Age Gender Family size Family lifecycle Generation: baby-boomers, Generation X, etc. Income Occupation Education Ethnicity Nationality Religion Social class Psychographic Segmentation Psychographic segmentation groups customers according to their lifestyle. Activities, interests, and opinions (AIO) surveys are one tool for measuring lifestyle. Some psychographic variables include: Activities Interests Opinions Attitudes Values Behavioralistic Segmentation Behavioral segmentation is based on actual customer behavior toward products. Some behavioralistic variables include: Benefits sought Usage rate Brand loyalty User status: potential, first-time, regular, etc. Readiness to buy Occasions: holidays and events that stimulate purchases Behavioral segmentation has the advantage of using variables that are closely related to the product itself. It is a fairly direct starting point for market segmentation. There are vast differences between the segmentation methods before and now as when people started the marketing the didnt know but now a days there as been many segments and theories about all these marketing but still the aim was to benefit. ANALYSIS: It is better to go for the new segmentation method as there are many ways to keep the customers happy as a feed back they are being profited. As the main aim is to keep the customers happy as well as gain some thing good as a return. So if that is given the main priority then the new segmentation method is the best. Segmentation can be done on data collected specifically for the segmentation or on pre-existing data. A common approach for segmentation is to ask respondents for their AIOs (Attitudes, Interests, and Opinions). Another fruitful approach is to ask about media outlets (e.g., what television shows they watch, and what printed press they read). Asking about media outlets reveals a lot about the nature of the segments, and how to reach them. These factors play a vast role in this sort of business because after everything aim is to satisfy the customers. It can be said that the old methods are not that satisfying as there were few options to choose from and it might not be sat isfactory to every customer purchasing the product. In business it is very important to keep the customers happy as it might not be that fruitful if the customers are happy with what they are provided with. If a client asks for segmentation, the key questions are what are the dimensions that will produce segments that are most useful. For example, a PR firm mig

Activism Awareness Essay

Do you think celebrity activism is a positive or negative thing? That’s the question. To me, I think celebrity activism has a very positive effect on society and should become more popular. More celebrities should become activists because activists have a long successful history, celebrity activism helps draw attention to all different kinds of issues & activism gives celebrities an opportunity to use their wealth for the good of something greater than themselves. Celebrity activism really helps out the less fortunate and gives back to the community. Since a lot of celebrities got their fame from the fans & paparazzi, they should be thanking them anyways. As you can see, celebrity activism should be applauded as it stimulates awareness and attracts attention to all different kinds of purposes. First off, celebrity activists have been successful for a while. According to the authors of the article, celebrities have a â€Å"long history of using their fame to support their favorite causes and charities,† which shows that is has been successful. (Chittom) This is an important statement because it shows that celebrities that actually devote time to helping out causes and events result in a strong and positive way. Since celebrity activism has been around for a while, that must mean something. Activism wouldn’t be around for this long if it was pointless and is ineffective on society. For example, the article states that in the 1980s the overnight success of Band Aid and USA for Africa raised significant funds for famine relief in Africa. If that much progress was made in the 1980s, imagine how big of an effect celebrity activism has on the world today. Secondly, celebrity activism helps raise awareness for many different causes. This being said, celebrity activism helps draw attention to â€Å"environmental, medical, political, and social issues.†(Chittom) One well known activist who raised awareness for all kinds of categories is an Irish singer, Bono. He was part of a music group called Band Aid. The group had a top selling single and all profits went to famine relief in Ethiopia. In two decades, Bono has become the busiest and most involved celebrity activists. Bono has been involved in raising awareness for multiple of the categories I listed above, along with a whole bunch of other activists. So if people think celebrity activism only helps out only one cause, they’re wrong. As you can see, celebrity activism helps out a big variety of problems and issues. Lastly, celebrity activism gives celebrities a chance to use their fame for something else besides benefiting themselves. Activism is â€Å"an opportunity for celebrities to use their wealth and notoriety for something greater them themselves.† (Chittom) This means that way too many celebrities care about themselves. They don’t give any consideration for the people who are less fortunate than they are. Maybe they don’t have the time, but they might just be ignorant instead. Activism allows celebrities to get involved and work for something to help make a difference for others. So, the bottom line is if celebrities chose activism, it would let them help out other people instead of just caring about themselves. Now, celebrities lack at being spokespeople for events because their busy careers and lifestyles doesn’t allow them to fully commit or it results in celebrities showing â€Å"negative publicity.† (Belanger) This being said does weaken my argument and point of view because it is all true. A lot of celebrities don’t have spare time whatsoever. Some celebrities have every day of their life planned for the next year ahead or maybe even more than that. But being said from the two authors who said this, they also stated that there is a positive side to activism, since they have such a â€Å"high profile status,† (Belanger) they can bring attention to many kinds of causes. So even though celebrities might not be fully committed, even a little bit of dedication can help make a change. To sum everything up, celebrity activism is a very good thing and increase and become more common. Celebrities should consider participating in activism because it really does help in giving back to society. Since celebrities are so popular, it can help draw attention to events that originally not get a lot of attention. Now that you’ve hear my argument, do you think celebrity activism is a positive or negative thing?

Vampire Academy Chapter 6

SIX AS MUCH AS LISSA AND Christian's meeting bothered me, it gave me an idea the next day. â€Å"Hey, Kirova – er, Ms. Kirova.† I stood in the doorway of her office, not having bothered to make an appointment. She raised her eyes from some paperwork, clearly annoyed to see me. â€Å"Yes, Miss Hathaway?† â€Å"Does my house arrest mean I can't go to church?† â€Å"I beg your pardon?† â€Å"You said that whenever I'm not in class or practice, I have to stay in the dorm. But what about church on Sundays? I don't think it's really fair to keep me away from my religious? ­um, needs.† Or deprive me of another chance – no matter how short and boring – to hang out with Lissa. She pushed her glasses up the bridge of her nose. â€Å"I wasn't aware you had any religious needs.† â€Å"I found Jesus while I was gone.† â€Å"Isn't your mother an atheist?† she asked skeptically. â€Å"And my dad's probably Muslim. But I've moved on to my own path. You shouldn't keep me from it.† She made a noise that sort of sounded like a snicker. â€Å"No, Miss Hathaway, I should not. Very well. You may attend services on Sundays.† The victory was short-lived, however, because church was every bit as lame as I remembered when I attended a few days later. I did get to sit next to Lissa, though, which made me feel like I was getting away with something. Mostly I just people-watched. Church was optional for students, but with so many Eastern European families, a lot of students were Eastern Orthodox Christians and attended either because they believed or because their parents made them. Christian sat on the opposite side of the aisle, pretending to be just as holy as he'd said. As much as I didn't like him, his fake faith still made me smile. Dimitri sat in the back, face lined with shadows, and, like me, didn't take communion. As thoughtful as he looked, I wondered if he even listened to the service. I tuned in and out. â€Å"Following God's path is never easy,† the priest was saying. â€Å"Even St. Vladimir, this school's own patron saint, had a difficult time. He was so filled with spirit that people often flocked around him, enthralled just to listen and be in his presence. So great was his spirit, the old texts say, that he could heal the sick. Yet despite these gifts, many did not respect him. They mocked him, claiming he was misguided and confused.† Which was a nice way of saying Vladimir was insane. Everyone knew it. He was one of a handful of Moroi saints, so the priest liked to talk about him a lot. I'd heard all about him, many times over, before we left. Great. It looked like I had an eternity of Sundays to hear his story over and over again. â€Å"? ­and so it was with shadow-kissed Anna.† I jerked my head up. I had no idea what the priest was talking about now, because I hadn't been listening for some time. But those words burned into me. Shadow-kissed. It had been a while since I heard them, but I'd never forgotten them. I waited, hoping he'd continue, but he'd already moved on to the next part of the service. The sermon was over. Church concluded, and as Lissa turned to go, I shook my head at her. â€Å"Wait for me. I'll be right there.† I pushed my way through the crowd, up to the front, where the priest was speaking with a few people. I waited impatiently while he finished. Natalie was there, asking him about volunteer work she could do. Ugh. When she finished, she left, greeting me as she passed. The priest raised his eyebrows when he saw me. â€Å"Hello, Rose. It's nice to see you again.† â€Å"Yeah? ­you too,† I said. â€Å"I heard you talking about Anna. About how she was ? ®shadow-kissed.' What does that mean?† He frowned. â€Å"I'm not entirely sure. She lived a very long time ago. It was often common to refer to people by titles that reflected some of their traits. It might have been given to make her sound fierce.† I tried to hide my disappointment. â€Å"Oh. So who was she?† This time his frown was disapproving rather than thoughtful. â€Å"I mentioned it a number of times.† â€Å"Oh. I must have, um, missed that.† His disapproval grew, and he turned around. â€Å"Wait just a moment.† He disappeared through the door near the altar, the one Lissa had taken to the attic. I considered fleeing but thought God might strike me down for that. Less than a minute later, the priest returned with a book. He handed it to me. Moroi Saints. â€Å"You can learn about her in here. The next time I see you, I'd like to hear what you've learned.† I scowled as I walked away. Great. Homework from the priest. In the chapel's entry way, I found Lissa talking to Aaron. She smiled as she spoke, and the feelings coming off her were happy, though certainly not infatuated. â€Å"You're kidding,† she exclaimed. He shook his head. â€Å"Nope.† Seeing me stroll over, she turned to me. â€Å"Rose, you're never going to believe this. You know Abby Badica? And Xander? Their guardian wants to resign. And marry another guardian.† Now this was exciting gossip. A scandal, actually. â€Å"Seriously? Are they, like, going to run off together?† She nodded. â€Å"They're getting a house. Going to get jobs with humans, I guess.† I glanced at Aaron, who had suddenly turned shy with me there. â€Å"How are Abby and Xander dealing with that?† â€Å"Okay. Embarrassed. They think it's stupid.† Then he realized who he was speaking to. â€Å"Oh. I didn't mean – â€Å" â€Å"Whatever.† I gave him a tight smile. â€Å"It is stupid.† Wow. I was stunned. The rebellious part me of loved any story where people â€Å"fought the system.† Only, in this case, they were fighting my system, the one I'd been trained to believe in my entire life. Dhampirs and Moroi had a strange arrangement. Dhampirs had originally been born from Moroi mixing with humans. Unfortunately, dhampirs couldn't reproduce with each other – or with humans. It was a weird genetic thing. Mules were the same way, I'd been told, though that wasn't a comparison I really liked hearing. Dhampirs and full Moroi could have children together, and, through another genetic oddity, their kids came out as standard dhampirs, with half human genes, half vampire genes. With Moroi being the only ones with whom dhampirs could reproduce, we had to stay close to them and intermingle with them. Likewise, it became important to us that the Moroi simply survived. Without them, we were done. And with the way Strigoi loved picking off Moroi, their survival became a legitimate concern for us. That was how the guardian system developed. Dhampirs couldn't work magic, but we made great warriors. We'd inherited enhanced senses and reflexes from our vampire genes and better strength and endurance from our human genes. We also weren't limited by a need for blood or trouble with sunlight. Sure, we weren't as powerful as the Strigoi, but we trained hard, and guardians did a kick-ass job at keeping Moroi safe. Most dhampirs felt it was worth risking their own lives to make sure our kind could still keep having children. Since Moroi usually wanted to have and raise Moroi children, you didn't find a lot of long-term Moroi-dhampir romances. You especially didn't find a lot of Moroi women hooking up with dhampir guys. But plenty of young Moroi men liked fooling around with dhampir women, although those guys usually went on to marry Moroi women. That left a lot of single dhampir mothers, but we were tough and could handle it. However, many dhampir mothers chose not to become guardians in order to raise their children. These women sometimes worked â€Å"regular† jobs with Moroi or humans; some of them lived together in communities. These communities had a bad reputation. I don't know how much of it was true, but rumors said Moroi men visited all the time for sex, and that some dhampir women let them drink blood while doing it. Blood whores. Regardless, almost all guardians were men, which meant there were a lot more Moroi than guardians. Most dhampir guys accepted that they wouldn't have kids. They knew it was their job to protect Moroi while their sisters and cousins had babies. Some dhampir women, like my mother, still felt it was their duty to become guardians – even if it meant not raising their own kids. After I'd been born, she'd handed me over to be raised by Moroi. Moroi and dhampirs start school pretty young, and the Academy had essentially taken over as my parent by the time I was four. Between her example and my life at the Academy, I believed wholeheartedly that it was a dhampir's job to protect Moroi. It was part of our heritage, and it was the only way we'd keep going. It was that simple. And that was what made what the Badicas' guardian had done so shocking. He'd abandoned his Moroi and run off with another guardian, which meant she'd abandoned her Moroi. They couldn't even have children together, and now two families were unprotected. What was the point? No one cared if teenage dhampirs dated or if adult dhampirs had flings. But a long-term relationship? Particularly one that involved them running away? A complete waste. And a disgrace. After a little more speculation on the Badicas, Lissa and I left Aaron. As we stepped outside, I heard a funny shifting sound and then something sliding. Too late, I realized what was happening, just as a pile of slush slid off the chapel's roof and onto us. It was early October, and we'd had early snow last night that had started melting almost immediately. As a result, the stuff that fell on us was very wet and very cold. Lissa took the brunt of it, but I still yelped as icy water landed on my hair and neck. A few others squealed nearby too, having caught the edge of the mini-avalanche. â€Å"You okay?† I asked her. Her coat was drenched, and her platinum hair clung to the sides of her face. â€Å"Y-yeah,† she said through chattering teeth. I pulled off my coat and handed it to her. It had a slick surface and had repelled most of the water. â€Å"Take yours off.† â€Å"But you'll be – â€Å" â€Å"Take this.† She did, and as she slipped on my coat, I finally tuned into the laughter that always follows these situations. I avoided the eyes, instead focusing on holding Lissa's wet jacket while she changed. â€Å"Wish you hadn't been wearing a coat, Rose,† said Ralf Sarcozy an unusually bulky and plump Moroi. I hated him. â€Å"That shirt would have looked good wet.† â€Å"That shirt's so ugly it should be burned. Did you get that from a homeless person?† I glanced up as Mia walked over and looped her arm through Aaron's. Her blond curls were arranged perfectly, and she had on an awesome pair of black heels that would have looked much better on me. At least they made her look taller, I'd give her that. Aaron had been a few steps behind us but had miraculously avoided being nailed by the slush. Seeing how smug she looked, I decided there'd been no miracles involved. â€Å"I suppose you want to offer to burn it, huh?† I asked, refusing to let her know how much that insult bugged me. I knew perfectly well my fashion sense had slipped over the last two years. â€Å"Oh, wait – fire isn't your element, is it? You work with water. What a coincidence that a bunch just fell on us.† Mia looked as if she'd been insulted, but the gleam in her eyes showed that she was enjoying this way too much to be an innocent bystander. â€Å"What's that supposed to mean?† â€Å"Nothing to me. But Ms. Kirova will probably have something to say when she finds out you used magic against another student.† â€Å"That wasn't an attack,† she scoffed. â€Å"And it wasn't me. It was an act of God.† A few others laughed, much to her delight. In my imagination, I responded with, So is this, and then slammed her into the side of the church. In real life, Lissa simply nudged me and said, â€Å"Let's go.† She and I walked off toward our respective dorms, leaving behind laughter and jokes about our wet states and how Lissa wouldn't know anything about specialization. Inside, I seethed. I had to do something about Mia, I realized. In addition to the general irritation of Mia's bitchiness, I didn't want Lissa to have to deal with any more stress than she had to. We'd been okay this first week, and I wanted to keep it that way. â€Å"You know,† I said, â€Å"I'm thinking more and more that you stealing Aaron back is a good thing. It'll teach Bitch Doll a lesson. I bet it'd be easy, too. He's still crazy about you.† â€Å"I don't want to teach anyone a lesson,† said Lissa. â€Å"And I'm not crazy about him.† â€Å"Come on, she picks fights and talks about us behind our backs. She accused me of getting jeans from the Salvation Army yesterday.† â€Å"Your jeans are from the Salvation Army.† â€Å"Well, yeah,† I snorted, â€Å"but she has no right making fun of them when she's wearing stuff from Target.† â€Å"Hey, there's nothing wrong with Target. I like Target.† â€Å"So do I. That's not the point. She's trying to pass her stuff off like it's freaking Stella McCartney.† â€Å"And that's a crime?† I affected a solemn face. â€Å"Absolutely. You've gotta take revenge.† â€Å"I told you, I'm not interested in revenge.† Lissa cut me a sidelong look. â€Å"And you shouldn't be either.† I smiled as innocently as I could, and when we parted ways, I felt relieved again that she couldn't read my thoughts. â€Å"So when's the big catfight going to happen?† Mason was waiting for me outside our dorm after I'd parted ways with Lissa. He looked lazy and cute, leaning against the wall with crossed arms as he watched me. â€Å"I'm sure I don't know what you mean.† He unfolded himself and walked with me into the building, handing me his coat, since I'd let Lissa go off with my dry one. â€Å"I saw you guys sparring outside the chapel. Have you no respect for the house of God?† I snorted. â€Å"You've got about as much respect for it as I do, you heathen. You didn't even go. Besides, as you said, we were outside.† â€Å"And you still didn't answer the question.† I just grinned and slipped on his coat. We stood in the common area of our dorm, a well-supervised lounge and study area where male and female students could mingle, along with Moroi guests. Being Sunday, it was pretty crowded with those cramming for last-minute assignments due tomorrow. Spying a small, empty table, I grabbed Mason's arm and pulled him toward it. â€Å"Aren't you supposed to go straight to your room?† I hunkered down in my seat, glancing around warily. â€Å"There are so many people here today, it'll take them a while to notice me. God, I'm so sick of being locked away. And it's only been a week.† â€Å"I'm sick of it too. We missed you last night. A bunch of us went and shot pool in the rec room. Eddie was on fire.† I groaned. â€Å"Don't tell me that. I don't want to hear about your glamorous social life.† â€Å"All right.† He propped his elbow up on the table and rested his chin in his hand. â€Å"Then tell me about Mia. You're just going to turn around and punch her one day, aren't you? I think I remember you doing that at least ten times with people that pissed you off.† â€Å"I'm a new, reformed Rose,† I said, doing my best impression of demure. Which wasn't very good. He emitted a choking sort of laugh. â€Å"Besides, if I do that, I'll have broken my probation with Kirova. Gotta walk the straight and narrow.† â€Å"In other words, find some way to get back at Mia that you won't get in trouble for.† I felt a smile tug at the corners of my lips. â€Å"You know what I like about you, Mase? You think just like I do.† â€Å"Frightening concept,† he replied drily. â€Å"So tell me what you think of this: I might know something about her, but I probably shouldn't tell you? ­Ã¢â‚¬  I leaned forward. â€Å"Oh, you already tipped me off. You've got to tell me now.† â€Å"It'd be wrong,† he teased. â€Å"How do I know you'd use this knowledge for good instead of evil?† I batted my eyelashes. â€Å"Can you resist this face?† He took a moment to study me. â€Å"No. I can't, actually. Okay, here you go: Mia isn't royal.† I slouched back in my chair. â€Å"No kidding. I already knew that. I've known who's royal since I was two.† â€Å"Yeah, but there's more than just that. Her parents work for one of the Drozdov lords.† I waved my hand impatiently. A lot of Moroi worked out in the human world, but Moroi society had plenty of jobs for its own kind too. Someone had to fill them. â€Å"Cleaning stuff. Practically servants. Her dad cuts grass, and her mom's a maid.† I actually had a healthy respect for anyone who pulled a full day's work, regardless of the job. People everywhere had to do crappy stuff to make a living. But, much like with Target, it became another matter altogether when someone was trying to pass herself off as something else. And in the week that I'd been here, I'd picked up on how desperately Mia wanted to fit in with the school elite. â€Å"No one knows,† I said thoughtfully. â€Å"And she doesn't want them to. You know how the royals are.† He paused. â€Å"Well, except for Lissa, of course. They'd give Mia a hard time over it.† â€Å"How do you know all this?† â€Å"My uncle's a guardian for the Drozdovs.† â€Å"And you've just been sitting on this secret, huh?† â€Å"Until you broke me. So which path will you choose: good or evil?† â€Å"I think I'll give her a grace – â€Å" â€Å"Miss Hathaway, you know you aren't supposed to be here.† One of the dorm matrons stood over us, disapproval all over her face. I hadn't been joking when I said Mason thought like me. He could bullshit as well as I could. â€Å"We have a group project to do for our humanities class. How are we supposed to do it if Rose is in isolation?† The matron narrowed her eyes. â€Å"You don't look like you're doing work.† I slid over the priest's book and opened it at random. I'd placed it on the table when we sat down. â€Å"We're, um, working on this.† She still looked suspicious. â€Å"One hour. I'll give you one more hour down here, and I'd better actually see you working.† â€Å"Yes, ma'am,† said Mason straight-faced. â€Å"Absolutely.† She wandered off, still eyeing us. â€Å"My hero,† I declared. He pointed at the book. â€Å"What is this?† â€Å"Something the priest gave me. I had a question about the service.† He stared at me, astonished. â€Å"Oh, stop it and look interested.† I skimmed the index. â€Å"I'm trying to find some woman named Anna.† Mason slid his chair over so that he was sitting right beside me. â€Å"All right. Let's ? ®study.' â€Å" I found a page number, and it took me to the section on St. Vladimir, not surprisingly. We read through the chapter, scanning for Anna's name. When we found it, the author didn't have much to say about her. He did include an excerpt written by some guy who had apparently lived at the same time as St. Vladimir: And with Vladimir always is Anna, the daughter of Fyodor. Their love is as chaste and pure as that of brother and sister, and many times has she defended him from Strigoi who would seek to destroy him and his holiness. Likewise, it is she who comforts him when the spirit becomes too much to bear, and Satan's darkness tries to smother him and weaken his own health and body. This too she defends against, for they have been bound together ever since he saved her life as a child. It is a sign of God's love that He has sent the blessed Vladimir a guardian such as her, one who is shadow-kissed and always knows what is in his heart and mind. â€Å"There you go,† Mason said. â€Å"She was his guardian.† â€Å"It doesn't say what ? ®shadow-kissed' means.† â€Å"Probably doesn't mean anything.† Something in me didn't believe that. I read it again, trying to make sense of the old-fashioned language. Mason watched me curiously, looking like he very much wanted to help. â€Å"Maybe they were hooking up,† he suggested. I laughed. â€Å"He was a saint.† â€Å"So? Saints probably like sex too. That ? ®brother and sister' stuff is probably a cover.† He pointed to one of the lines. â€Å"See? They were ? ®bound' together.† He winked. â€Å"It's code.† Bound. It was a weird word choice, but that didn't necessarily mean Anna and Vladimir were ripping each other's clothes off. â€Å"I don't think so. They're just close. Guys and girls can just be friends.† I said it pointedly, and he gave me a dry look. â€Å"Yeah? We're friends, and I don't know what's in your ? ®heart and mind.' † Mason put on a fake philosopher's look. â€Å"Of course, some might argue that one can never know what's in the heart of a woman – â€Å" â€Å"Oh, shut up,† I groaned, punching him in the arm. â€Å"For they are strange and mysterious creatures,† he continued in his scholarly voice, â€Å"and a man must be a mind reader if he ever wishes to make them happy.† I started giggling uncontrollably and knew I'd probably get in trouble again. â€Å"Well, try to read my mind and stop being such a – â€Å" I stopped laughing and looked back down at the book. Bound together and always knows what is in his heart and mind. They had a bond, I realized. I would have bet everything I owned – which wasn't much – on it. The revelation was astonishing. There were lots of vague stories and myths about how guardians and Moroi ? ®used to have bonds.' But this was the first I'd ever heard of anyone specific that it had happened to. Mason had noticed my startled reaction. â€Å"You okay? You look kind of weird.† I shrugged it off. â€Å"Yeah. Fine.†

Globalisation and the Economic Impact on Small Island...

Nottingham University Business School MBA Programmes N14M79 Business Economics Globalisation and the Economic Impact on Small Island States: Caribbean January 6th 2011 Kole’ Mascoll Student ID: COPY [1] Globalisation and the Economic impact on small island states: Caribbean This paper conducts an analysis of Small Island States of the Caribbean, the Economic effects of Globalisation and addresses both the macroeconomic and microeconomic issues. The paper will begin by defining globalization from a generic perspective and then focus more specifically on Caribbean. In addition, the paper will briefly describe the present Caribbean Economic Environment highlighting historical reasons for the economic dilemma it†¦show more content†¦These preferential arrangements gave Caribbean countries the primary source of their income and a contributed significantly to the social fabric of the society, through the provision of employment and economic growth. Market forces played a very restricted role in the dynamics of the Caribbean Business Environment which was largely due to these foreign preferential arrangements (e.g. England purchasing sugar from Barbados at premium price even though the same sugar can be sourced from another supplier considerably cheap er). However, organizations such as World Trade Organisation (WTO) have lobbied in favor of the removal of these trading arrangements, sighting that these forms of intervention prevent the law of demand and supply from efficiently allocating resources and result in market failure. Therefore Today’s Caribbean economic environment has had to evolve rapidly to meet the increasing global demand for high productivity at low cost as a result of global competitive forces. Economic Barrier Removal and Its Impact The traditional roles of the sovereignShow MoreRelatedCaribbean Integration2564 Words   |  11 PagesCARIBBEAN POLITICS and SOCIETY Caribbean Integration Rationale for Integration. The Caribbean remains fragmented both economically and politically as a result of competition and conflict among the European powers. Fragmentation is in part the product of a long history as separate colonies of a metropolitan power or powers. It is also in part the psychological effects on people of separation by sea. The case for regional integration is both simple and irrefutable. First we are small and we needRead MoreEssay about Caribbean Integration2495 Words   |  10 Pages CARIBBEAN POLITICS and SOCIETY Caribbean Integration Rationale for Integration. The Caribbean remains fragmented both economically and politically as a result of competition and conflict among the European powers. Fragmentation is in part the product of a long history as separate colonies of a metropolitan power or powers. It is also in part the psychological effects on people of separation by sea. The case for regional integration is both simple and irrefutable. First we are small and we needRead MoreEmpire Notes3812 Words   |  16 PagesEmpire from an economic perspective, controversially concluding that the British Empire was, on balance, a good thing * Globalisation is the biggest thing that Ferguson thanks the British for * English language and ties to London made it possible * The Leftist opponents of globalisation naturally regard it as no more than the latest manifestation of a damnably resilient international capitalism. By contrast, the modern consensus among liberal economists is that increasing economic openness raisesRead MoreEmpire Notes3827 Words   |  16 Pagesfrom an economic perspective, controversially concluding that the British Empire was, on balance, a good thing * Globalisation is the biggest thing that Ferguson thanks the British for * English language and ties to London made it possible * The Leftist opponents of globalisation naturally regard it as no more than the latest manifestation of a damnably resilient international capitalism. By contrast, the modern consensus among liberal economists is that increasing economic opennessRead MoreKey Internal and External Influences Affecting Tourism in Brazil2536 Words   |  11 PagesPESTLE: There are numerous external factors around the world that impact on tourism in Brazil. The table below shows these external influences in the form of a PESTLE analysis. Political * Political Turmoil in various countries * War * Terrorism * Taxation policies | Economical * Recession * Rise in cost of fuel * Increased air passenger duty * Exchange rates * Unemployment / Job cuts * Increased taxes * Globalisation | Social * Social media * Changing attitudes * TrendsRead MoreAnalyzing And Exploring The Global City2530 Words   |  11 Pagesover the world have migrated to Australia and the United States of America to create better lives for themselves such as escaping religious/political persecution, obtaining a better education, reuniting with their families, becoming exposed to more job opportunities, and various other reasons (Singer 2). Philadelphia, Pennsylvania in America and Sydney, New South Wales in Australia have similar immigration patterns, settlement trends, and impacts. However, the communities of immigrants tend to not followRead MoreCxc Mutipe Choice Questions13016 Words   |  53 PagesCXC SOCIAL STUDIES QUESTIONS MULTIPLE CHOICE The main reason for the origin of the Caribbean Community is: a) The need for economic cooperation b) The formation of Carifta c) The existence of one type of people d) The maintenance of the University of the West Indies. The first Heads of Government Conference was held in: a) August, 1962 b) May, 1961 c) July, 1963 d) July, 1974. The four countries that attended the first Heads of Government Conference were: a) Jamaica, Guyana, Grenada andRead MoreGlobalization, Consumerism and Unsustainable Consumption Essay5809 Words   |  24 PagesColombo University Background Paper (Final) 1 This paper (i) attempts to establish the connection between globalization and consumerism and thereafter (ii) attempts to investigate the impacts of globalization and consumerism on unequal distribution of wealth and (iii) attempts to investigate the impacts of globalization and consumerism on unsustainable consumption and environmental degradation together with climate change. 1. GLOBALIZATION AND CONSUMERISM A connection between globalizationRead MoreBrain Drain5403 Words   |  22 Pagesskills or knowledge. The reasons usually include two aspects which respectively come from countries and individuals. In terms of countries, the reasons may be social environment (in source countries: lack of opportunities, political instability, economic depression, health risks; in host countries: rich opportunities, comparatively good political system, developed economy, better living conditions). In terms of individual reasons, there are family influence (overseas relatives, and personal preferenceRead MoreThe Impact of English Language on Contemporary World: a Global Perspective5257 Words   |  22 PagesA Publication of TRANS Asian Research Journals AJMR Asian Journal of Multidimensional Research Vol.1 Issue 4, September 2012, ISSN 2278-4853 THE IMPACT OF ENGLISH LANGUAGE ON CONTEMPORARY WORLD: A GLOBAL PERSPECTIVE G. RAJA SEKHAR* *Assistant Professor, Department of English, Krishnaveni Engineering College, Narasaraopet, Andhra Pradesh, India. ABSTRACT Language has been affected by the significant trend of globalization considerably in the last two decades. Literally, we have revolutionary changes