Kiran Desais Inheritance of Loss

Kiran Desais Inheritance of Loss An Analysis of Kiran Desais Inheritance of Loss This second novel by Kiran Desai drips with the theme of colonial mentality of ignoring ones cultural roots and looking over the fence to seemingly greener pastures of other cultures. This is a story of exiles at home and abroad, of families broken and fixed, of love both bitter and bittersweet. Desais characters effectively depict varying kinds and levels of discontent at their own personhoods. It is a mix of pathetic illusions of being part of a culture that does not acknowledge them, hypocritical snubbing of ones own culture and journeying into knowing ones real self and true roots. Jemubhai Patel is an embittered judge, wounded by his past, which holds both hurtful and glorious memories. It is ironic how much love he can shower on an animal, his pet dog, while he regards other people with distrust. He has shut himself off from all human contact. Sai is the youthful granddaughter who somehow tames Patels otherwise dark persona with her feistiness and curiosity. She reminds him of himself when he was a youth. Sai is one person who gives hope that her grandfather will ultimately come out of the tough shell he has built around himself. Biju is the pathetic illegal worker disillusioned in America. He came there with great hopes and dreams but came home with a lot of frustrations and a renewed passion for his homeland. Gyan, Sais idealistic suitor is torn between his loyalty to his ethnic origins and his infatuation for his beautiful and intelligent tutee, Sai. The cook, Bijus father is the traditional, superstitious and chatty helper awed by the allures of modernization and is bent on his son to realize the American dream. It is through this cooks voice that the reader learns a parallel story about love and loss. Patels neighbors, Lola and Noni are Anglophiles who might be savvy readers of V.S. Naipaul but who are, perhaps, less aware of how fragile their own social standing isat least until a surge of unrest disturbs the region. The title of the book is so intriguing. When one hears of an inheritance, it is usually something so precious, so cherished that the next generation anticipates it to be bequeathed with pride and honor. Desais Inheritance of Loss truly reflects her adeptness for irony. True, the pathetic state of loss can be inherited and may be passed on to future generations, but how can anyone anticipate such a dreadful fate?   The story is delivered in such a compelling way that the reader understands the process of loss of cultural identity being passed on from the elders to the young. The book tells of different stories but anchors its base on Kalimpong in the at the foothills of Mount Kanchenjunga in the northern Himalayas, specifically in the decaying cottage named Cho Oyu, the household of Jemubhai Patel, who lives with his granddaughter, Sai and his beloved dog, Mutt. The once-magnificent home has vestiges of its splendor with its lacelike gates that hang from two stone pillars, high, gorgeous ceilings, windows that show a picturesque view of the mountains, Owing to neglect and apathy, its once beautiful wooden floors are rotted, mice run about freely, and extreme cold permeates everything. Termites are steadily chewing at the cottages wooden frame, furniture, and floors. Patel is not blind to its pathetic disintegration, and somehow embraces it. It may be reflective of how he feels inside. Patel is a retired judge from the prestigious Indian Civil Service, the British Empires old steel frame: a few hundred white civil servants who had administered the subcontinent with the help of a handful of Indians, recruited starting in 1879. Patel relishes his glory days and is embittered by a painful past and of being an Indian himself. The narrative shifts from this native setting to the grubby kitchens of New York restaurants where illegal foreigners hide from the authorities out to deport them to their countries of origin. Desai expertly presents ironies in vivid detail that at times, it seems hilarious. The strange and creative interplay of the image projected and the message delivered makes the readers ponder on the depth of the authors points. One example is the supposedly elitist upbringing of Sai, but in reality, she lives in poverty. She has never mastered her native tongue, as it is assumed by her grandfather, Patel to devalue her person. She projects the image of being a part of a rather genteel class, but at the end of the day, she literally sleeps under a table cloth!   Such a pity for a young lady to be surrounded by such manly mess! Another is the status of having a hired cook, but in truth, makes this employee live on meager wages and in a battered hut in the periphery of his masters house. Patel has lived a wretched family life filled with broken relationships inflicting cruelty to his wife, indirectly causing her death, and abandoning his daughter in a convent boarding school and then cutting her off when she marries a Parsi. He has likewise estranged himself from his parents, extended family and all the Patels when they gladly sent him off to Cambridge University, pinning their hopes on him for a better future. In England, he realized how inferior he and his compatriots were to the whites, and wanted desperately to be identified as one. He would put powder on his too brown skin to somehow attain a fairer complexion. As his Indian classmates celebrated their cultural roots, and fought for independence, Patel remained in awe of the English and abandoned his inferior race. Patel has chosen to live in Kalimpong not only because of its temperate climate but also to distance himself from the more tropical, mainstream India. He emulates the British who built cottages at the hill stations and give vent to their gardening skills. They also needed to be near bakeries that produced the cakes, breads and biscuits they need at tea time. Two elderly Indian ladies, very much like Patel in terms of their obsession with the English culture, take Sai under their wings to groom her to be a proper English lady. Lola, a widow, and her sister, Noni, live in a cottage they call Mon Ami, set apart by its own unique broccoli patch. They live like Englishwomen, listening to BBC on the radio at night, drinking cherry brandy. They read British novels from the nineteenth century, and not those of a younger breed, because they would like to keep their perception of England static. They avoid books written by Indian writers. Lola hoards English products every time she visits England every two years. She stocks up on Knorr packet soups, Oxo stock cubes and underwear from Marks and Spencer. She was ecstatic when her daughter, Pixie, officially became the wife of an Englishman. The sisters are conscious of their class perceive themselves as superior to their Anglophile neighbor Mrs. Sen, and affiliated with Father Booty of the Swiss dairy, which makes real cheese and not the processed ones eaten by most Indians. Young Sai, who is orphaned when her parents were killed in an accident in the Soviet Union, came to live with her grandfather when she was nine. His grandfather never knew she existed, as he banished his mother from his home when she married a man he did not approve of. Sai is very westernized and her grandfather tolerates it. She speaks broken Hindi, as she has been exposed to a fabricated English culture, brainwashed by the people around her that it is a far better one than the Indian roots she has sprung forth from. Sai is an avid reader. She immerses herself in literature that brings her to many worlds she has only journeyed in her rich imagination. She reads To Kill a Mockingbird, Cider with Rosie, Life with Father, and National Geographic. Desai says of her, She was inside the narrative and the narrative inside her, the pages going by so fast, her heart in her chest, she couldnt stop. Sai falls in love with her Nepalese Math and Science tutor, Gyan, a college student who was mutually attracted to her. Globalization, fundamentalism and sectarian and terrorist violence unravel Sais passion for Gyan. Her adolescent passion is intertwined with a sense of danger and tinged with both wonder and darkness. Unknown to both, their romance will greatly be affected by their differences in worldviews concerning their heritage. Another important character in the book is Biju, Sais friend and their cooks son. Biju, on the persistent machinations of his father, illegally entered the United States and does menial jobs in New York restaurants. Biju lives like a fugitive, fearing the INS to discover and deport him back to India. The book illustrates the sorry state of foreign immigrants who had flocked to the land of milk and honey seeking better lives than what they had in their own homelands. They accept the sufferings and abuse of their white superiors than facing the shame of going back home. All they need is to secure the elusive green card to ensure their prolonged stay in America. One can just imagine the stressed lives of these foreigners, exiled from their own countries and treated as low-lives. They desperately hold on to their idealistic perception of America, however stripped of their dignity and pride. Back home, they would have been treated more humanely, despite their poverty and sense of hopelessness. Instead of conquering another world outside the sphere of the familiar, they are enslaved by the whims and discriminatory treatment of the natives. This book eventually gives an unflattering view of the First World in the eyes of the inhabitants of the Third World. Biju encounters other Indians and gets surprised at how they totally adapt to the American culture. He is shocked to see Hindu Indians eating beef. He took on a sneering look. But they could afford not to notice.    It is this numbing hypocrisy that disillusions the underdogs like Biju those who completely turn away from their roots and fully embrace the culture of another, to the point of forsaking the long-held sanctity of their value systems. Bijus unfortunate life in America brings him to work for co-Indians who take advantage the illegal aliens desperation. These Indian restaurant owners cut the pay to a quarter of the minimum wage, reclaim the tips, keep an eye on the workers and drive them to work fifteen-,sixteen-, seventeen-hour donkey days.    It is pitiful to realize that illegals are treated like dirt, devoid of rights, and made to suffer for their sin of being in a place they should not be for want of a better life. This irony resounds through and through in Desais book. Desais vivid narratives bring to readers crisp images the effective contrast between rustic, lush Kalimpong in its natural glory and the ultra-sophistication of fast-paced New York -along with it, the description of the lives of the inhabitants of both settings. When Biju calls home from New York City, the reader can smell the humid air over the telephone line, and can picture the green-black lushness, the plumage of banana, the stark spear of the cactus, the delicate gestures of ferns; he could hear the croak trrrr whonk, wee wee butt ock butt ock of frogs in the spinach, the rising note welding imperceptibly with the evening. One can feel the emotions running through the characters, and it is palpable how one pines for anothers life. It also shows stark contrasts between two worlds that the readers have the luxury of shuttling to. Back in Kalimpong, the budding romance of Sai and Gyan is disrupted by Nepalese insurgency of which Gyan was a part of. The Gorkha National Liberation Front (GNLF) agitates for rights and justice for the majority Nepalese. Pushed by his loyalty to his culture, Gyan tips off GNLF guerillas about Sais grandfather, and they raid Patels estate, robbing him of his guns, properties and food supply. The rebels shake up the otherwise peaceful existence of the main characters. They feel as if they were living out action movies, being unleashed Bruce Lee fans. The intimidating strike lasted for days, with electricity and water cut off and roads blocked by the government to prevent food from coming into the area. Lola and Noni were left with no choice but to shelter the followers of the GNLF who in turn, take advantage of their kindness, as they ravage their carefully accumulated stock of cold meat and sausages, and squatting on their large, beautiful, bountiful garden. Pradhan, their leader, pirate-looking in his outfit, insults Lola when she complains to him about his people. His degratory remarks of implying Lola to be one of his many wives, as he distastefully run his malicious eyes on her adds insult to injury, as Lola is further spiraled downwards in her humiliation. Such an attack on their person and status brings them down to reality that indeed, they are Indians, no matter how estranged and foreign they wish to be. The envy of the Nepalese rebels drastically shatter their illusions of grandeur and the pathetic circumstance evens them all out as mere people instead of demi-gods. The story gets grimmer as Patels beloved dog, Mutt gets stolen, pushing his owner into depths of despair. A bloody encounter in the insurgency situation kills some people. Sai and Gyans love affair becomes reduced to recriminations, highlighted by Gyans spiel, Whats fair? Do you have any idea of the world? Do you bother to look? Do you have any understanding of how justice operates or, rather, does NOT operate?   Such verbalization from the youth wakes one up to realize that the world is not to be seen with rose-colored lenses. Sai learns that class envy and jealousy always overpower love. It is a totally human reaction. Upon hearing the unrest in his homeland, Biju comes home in the knowledge that his father needs him. Biju undergoes an illuminating transformation. His emotional connection to his father and the significant people in his life inspire him to appreciate his roots and enliven his loyalty to India. Enough is enough!   He has suffered enough in a foreign land, enslaved by whites, and worse, compatriots, who treat him so very badly. His spirit and pride beaten up, he ironically comes home as a whole person. He had shed the unbearable arrogance and shame of the immigrant. . . For the first time in God knows how long, his vision unblurred and he found he could see clearly.    He realizes that he can choose the kind of inheritance he can get in terms of keeping close to his roots, literally and figuratively. The same realizations were stumbled upon by the other characters in the story, knowingly or not. The wealth and gentility prided by sisters Lola and Noni and retired judge, Patel were the very things that exposed them, making them targets of rebels. Having been humble, low-key, and basically, being just themselves instead of desperately putting on the identity of a foreigner could have spared them form the unfortunate circumstance they got themselves into. All of a sudden, all that they had claimed innocent, fun, funny, not really to matter was proven wrong. It did matter, buying tinned ham roll in a rice and dal country; it did matter to live in a big house and sit beside a heater in the evening, even one that sparked and shocked; it did matter to fly to London and to return with chocolates filled with kirsch; it did matter that others could not. . . The wealth that seemed to protect them like a blanket was the very thing that left them exposed. They, amid extreme poverty, were bald ly richer, and the statistics of difference were being broadcast . . .they would pay the debt that should be shared with others over many generations. The book is effective in evoking painfully shelved emotions to come to surface. Everyone, at one time or another feels the pain of loss. As mentioned earlier, title itself makes one ponder if it can be inherited and passed down from one generation to the next as what was attempted by Patel to his granddaughter, Sai. The feeling of losing out on something merely by being born inferior was expertly shown in the book to be all-consuming to the characters. The inheritance of loss may have well been an inheritance of the mentality that colonizers of ages past were mightily superior. They, from the first world, are the first exposed to the boon of modernization, leaving the colonized to covet such sophistication. Attention is too focused on their adventures with the evolution of their culture, while native culture, with all its richness and beauty is ignored and concealed with shame. If only they can revisit it with fresh perspective, they would know that they possess wealth and class, not necessarily translated to monetary and material possessions, but more profoundly, a great contribution of culture, ideology and tradition. The Indian concept of Karma could have caught up with the hypocrites as a more passionate ethnic class shakes them up from their illusions. They are pulled down to the reality that ones wealth and pride is anothers poverty. It is a reality that living decently is difficult amidst all the injustices that exist around us. However, the fulfillment of being empowered to be ones own true self gives a liberating feeling and confidence to exist authentically. The reader is tempted to coach the characters into doing so, just so they can foresee a happy ending to their pathetic existence. It is no secret that one needs to hide behind some untruths to survive some delicate situations. However, being enmeshed with lies may have a debilitating effect on ones psyche. The illegal foreigners living like scurrying mice at the threat of being caught proves to be an example of such. How dreadful it is to continue living that way!   It is as if it is difficult to exhale, as one might fall into the trap of revealing his truths. Again, Desai plays with the readers mind when this happens the paradox of the truth not setting you free! and in fact, imprisoning you in the safety of lies!   However, this is a painful reality that needs to be accepted. Acknowledging ones origins helps an individual gain full understanding of oneself. It gives him a choice of either opening his arms to receive his inheritance of loss/ fulfillment or of politely declining and moving on with his chosen path. Kiran Desai may well be instrumental in poking at the consciences of inauthentic, hypocritical show-offs to shed their cloak of fabricated class and reveal their true selves. Painful though it may be, there is no substitute to honest living and upholding ones cultural values, which, in the first place, were customized in accordance with ones true roots.

Unit 11P1 Task 1 (P1, P2, P3)

Unit 11 – Task 1P1: PhysicalPhysical abuse is a type of abuse when someone is being physically harmed by another/group of person/people. It is an aggressive behaviour that results in another person having physical injuries. It could be that they don’t even use their own fists to hit someone; they may use another object to throw or hit someone with. It could be kicking or punching, restrained to a chair, being locked in a room, grabbing, and pushing, slapping, pulling hair, biting, punching and kicking.Sexual:Sexual abuse is the type of abuse when someone is forced into doing sexual acts without their consent to cause pain or humiliation. It can include horrible name calling, refusal to use contraception, causing unwanted physical pain during sex on purpose, deliberately passing on sexual diseases or infections and using objects against their will.Psychological (emotional):This is the type of abuse in which people verbally abuse someone.When someone is psychologically ab using another person, they could use insults, threats, rejection, neglect, blame, and manipulation, control, being ignorant, punishment or isolation. Well, it can be more than verbal insults, it can also be; harassment, witnessing or experiencing sexual and/or physical abuse and witnessing or experiencing any other type of abuse. This abuse can happen at home, work, school or in relationships. Financial: Financially abusing someone could be taking advantage of them for their money.It could be that someone trusts someone else to get their money out of the cash machine for them and they take out more money than they were supposed to and keep some for themselves, they take money out of someone else’s home whilst they are meant to be looking after them, someone borrowing someone else’s money and never paying them back, stealing someone else’s belongings from their home or private bag, someone taking someone else’s benefit or pension if they are an older perso n and someone asking for money when they are visiting you socially or for visiting you socially.Neglect:This is the type of abuse where carers are fulfilling someone’s basic needs; this may not be intentional but can be dangerous to any person who is experiencing it. There are three types of neglect; Mild; This is when it’s usually not reported to social services as it may not be intentional and the carer doesn’t know that they are neglecting and could turn things around. Moderate; This is where moderate harm is happening to the person, it could be that they have not been appropriately dressed for the weather by their carer e. g.Shorts and sandals in winter conditions. This can be reported to social services and they usually sort out community groups to help them be appropriate for caring. Severe; This is where long-term harm has been done to an individual by the carer e. g. a child with a medical condition and the carer has not been giving them medication to he lp them get better so it has gradually gotten worse. This is the situation when authorities or the manager of the company should keep the carer employed or would have to make a choice of whether the individual should stay in that care or not.Discriminatory:This is the type of abuse when people treats other people different because of, for example, their weight, their race, skin colour, their sexuality, their age, religion, culture, choice in clothes or because of their gender. Domestic violence:This is the type of abuse when an incident of threatening behaviour, violence or abuse (psychological, physical, sexual, financial or emotional) between adults who are or have been intimate partners or family members, regardless of gender or sexuality.This sort of abuse if rarely a one off, it usually has a pattern if it is happening in the home environment.Institutional:This abuse is the type of abuse that happens in a care, nursing or residential home. It can include; neglect, physical abuse, sexual abuse, verbal abuse, discriminatory abuse, psychological and emotional abuse or financial abuse.Self-harm:This is the type of abuse where someone causes deliberate pain to themselves with intentions that they definitely will harmed whatever they decide to do. It can be self-harming (cutting themselves), jumping from a height or playing with fire.It could be having an intake of substances that will cause harm to internal organs or having an intake of a recreational drug to cause harm to themselves. It could also be that they are neglecting themselves too. For example, not taking showers, not eating, not drinking, not dressing for the appropriate weather.P2If you approached a person and they would flinch if you lifted you hand near them, this would usually lead you to believe that they are being physically abused, as it shows that they are really nervous around physical contact between people and their expectation is that you’re going to hurt them like other people have.Also, if you found bruising to the upper arm, bruising around the mouth and burns on their body, this would also lead you to believe that they are being physically abused by someone as they are mystery bruises that usually wouldn’t appear there unless they have been grabbed, hit or burnt with something by someone. If they did it themselves by accident, they would usually be able to explain that but sometimes people can’t which would make you believe even more th at they are being physically abused by someone Malnourishment, dehydration, unclean/poor hygiene and weight loss would lead you to believe that someone is being neglected.This is because if they are not being treated properly, not being fed or given enough water, it can lead them to be like this. Other people will soon realise that the individual is being neglected before the person doing it and the victim does. Reluctance to be touched, embarrassment and low self-esteem would lead you to believe that someone is being sexually abused. This is because they may have been humiliated or been made to do humiliating things by someone who would cause them to be less happy with themselves and be embarrassed easier in the future.Being sexually abused by someone else can make that individual be weary of other people touching them in a sexual way or if it has really affected them, they may not like being touched by someone at all.P3If an adult has additional needs and are dependent on other, i t can frustrate their carer as they are not able to learn or get on things as fast as others. If the carer gets too frustrated with the individual without taking any breaks then that could lead them to get frustrated too.The carer could then turn around and hit the individual or verbally abuse them as they see it as the only way they are able to get their frustration out at this point. When people are in the doctors, GP surgeries, dental surgeries and hospitals, they can get a bit agitated because they might have to wait a bit longer because there are loads of people there that have made appointments and might take it out on the staff or other patients. This could lead to physical or verbal abuse towards other people.

Market Segmentation Notes

Definition of ‘Market Segmentation' A marketing term  referring to  the aggregating of prospective buyers into groups (segments) that have common needs and will respond similarly to a marketing action. Market segmentation enables companies to target different categories of consumers who perceive the full value of certain products and services differently from one another. Generally three criteria  can be used to identify  different market segments: 1) Homogeneity (common needs within segment) 2) Distinction (unique from other groups) 3) Reaction (similar response to market) Investopedia explains ‘Market Segmentation'For example, an athletic footwear company might have market segments for basketball players and long-distance runners. As distinct groups, basketball players and long-distance runners will respond to very different advertisements. Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and applications for the relevant goods and services. Depending on the specific characteristics of the product, these subsets may be divided by criteria such as age and gender, or other distinctions, like location or income.Marketing campaigns can then be designed and implemented to target these specific customer segments. Why Segment? One of the main reasons for using market segmentation is to help companies to better understand the needs of a specific customer base. Mass marketing assumes that all customers are the same and will respond to the same advertising. By looking at ways in which potential customer groups are different from each other, the marketing message can be better targeted to the needs and wants of those people.Often, dividing consumers by clearly defined criteria will help the company identify other applications for their products that may not have been obvious before. These revelations often help the company target a larger audience in that same dem ographic classification, improving market share among a specific base. Segmenting the market can also serve to identify smaller groups of people who make up their own, previously unknown subsets, further improving the overall efficiency of the company's marketing efforts.Segmentation Strategies According to experts, in order to be a good market segment, a group should meet five criteria: 1. It should be possible to identify and measure it, 2. it should be big enough to be worth the effort, 3. it should be easy to reach it, 4. it should not change quickly, 5. and it should be responsive. Market segmentation strategies that meet these criteria can cover wide range of consumer characteristics. Subsets may be defined by basic demographics like age, race, or gender, for example.Other qualities, like educational background or income can also be used, as can location. Some of the potentially most powerful variables by which to segment a market are behavioral ones, including social class, l ifestyle, and interests. In most scenarios, there will be at least a few established customers who fall into more than one category, but marketing strategists normally allow for this phenomenon. In fact, the overlap in criteria among consumers often leads to additional segmentation and requires adjusted marketing strategies.A marketing plan that targets people who fall into several groups — like women over 30 who earn a high income, for example — may be more successful than one that focuses on just one limited characteristic. Other Benefits Along with playing a role in the development of new marketing approaches, market segmentation can also help a company identify ways to enhance customer loyalty with existing clients. As part of the process of identifying specific groups within the larger client base, the company will often run surveys which encourage customers to suggest ways of improving the company's products or services.This may lead to changes in packaging or ot her similar cosmetic changes that do not necessarily impact the core product, but sometimes making a few simple changes in the appearance sends a clear message to consumers that recognizing their needs is as important to the company as making sales. This demonstration of good might go a long way to strengthen the ties between the consumer and the producer. Market segmentation is not only beneficial to the manufacturer or retailer, but can also have benefits to a consumer as well.People in a particular market segment may get special deals on products as the company focuses on that group, or find that those products are available more widely. When a company responds to consumer feedback, it can mean that those people get changes in composition or packaging that better meet the user's needs. Disadvantages of Market Segmentation One of the biggest disadvantages of this marketing technique is the expense. A great deal of research often needs to be done to correctly identify those subsets that are most important for a company, and this takes time and money.Once the key subsets are identified, different marketing messages usually need to be developed for each. In addition, changing the appearance of a product based on which segment it is being sold to adds to the production costs. If the market isn't segmented effectively, then all this money will be wasted. When the market segments that are identified are too narrow, it may be difficult for a company to be profitable. Niche marketing can work for some industries, but if the tastes of that subset change or a stronger competitor enters the field, a company that has focused too much on the one segment can lose its customer base quickly.Targeting smaller segments also means that potential consumers outside of those groups may be ignored and their business lost. The Concept of Market Segmentation Market segmentation is the division of a market into different groups of customers with distinctly similar needs and product/s ervice requirements. Or to put it another way, market segmentation is the division of a mass market into identifiable and distinct groups or segments, each of which have common characteristics and needs and display similar responses to marketing actions.Market segmentation was first defined as ‘a condition of growth when core markets have already been developed on a generalised basis to the point where additional promotional expenditures are yielding diminishing returns’ (Smith, 1956). There is now widespread agreement that they form an important foundation for successful marketing strategies and activities (Wind, 1978; Hooley and Saunders, 1993). The purpose of market segmentation is to leverage scarce resources; in other words, to ensure that the elements of the marketing mix, price, distribution, products and promotion, are designed to meet particular needs of different customer groups.Since companies have finite resources it is not possible to produce all possible p roducts for all the people, all of the time. The best that can be aimed for is to provide selected offerings for selected groups of people, most of the time. This process allows organizations to focus on specific customers’ needs, in the most efficient and effective way. As Beane and Ennis (1987) eloquently commented, ‘a company with limited resources needs to pick only the best opportunities to pursue’. The market segmentation concept is related to product differentiation.If you aim at different market segments, you might adapt different variations of your offering to satisfy those segments, and equally if you adapt different versions of your offering, this may appeal to different market segments. Since there is less competition, your approach is less likely to be copied and so either approach will do. An example in the area of fashion retailing might be if you adapt your clothing range so that your skirts are more colourful, use lighter fabrics, and a very shor t hemline, for instance, this styling is more likely to appeal more to younger women.If alternatively, you decide to target older women, then you might need to change the styling of your skirts to suit them by using darker, heavier fabrics, with a longer hemline. This is exactly what Marks and Spencer (M&S) did to attract a younger female shopper into their M&S stores and compete more directly with Next and Debenhams for share of this market. The company launched a range of female clothing called Per Una, and three years on the fashion range has been a huge success reportedly generating annual sales of nearly ? 230 m—more than 10 per cent of the total womenswear sales at M&S.If you start by adapting new product variants, you are using a product differentiation approach. If you start with the customer’s needs, you are using a market segmentation approach. This is illustrated more clearly in Figure 6. 2 using offering rather than product to indicate that the same concept may apply to a service. A relational marketing perspective would replace the marketing mix—the 4Ps —either with the 7Ps (see Chapter 15) or with a discussion of the need to design, develop, and deliver the customer experience (see Chapter 17).The concept of market segmentation was first proposed as an alternative market development technique in imperfectly competitive markets, that is, in markets where there are relatively few competitors selling an identical product. Where there are lots of competitors selling identical products, market segmentation and product differentiation produce similar results as competitors imitate your strategic approach more quickly and product differentiation approaches meet market segment needs more closely. With an increasing proliferation of tastes in modern society, consumers have increased disposable incomes.As a result, marketers have sought to design product and service offerings around consumer demand (market segmentation) more tha n around their own production needs (product differentiation) and they use market research to inform this process (see Market Insight 6. 1 and Chapter 4). Segmentation criteria for consumer markets Segmenting criteria for goods and services markets Kotler and Armstrong define market segmentation as â€Å"dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behaviour and who might require separate products or marketing mixes† (Armstrong and Kotler, 2005: 54).

Super Size Me, by Morgan Spurlock Essay - 1099 Words

Documentary Film Analysis Paper In a society that is facing numerous problems, such as economic devastation, one major problem is often disregarded, growing obesity. As the American society keeps growing, so does growth of the fast food industry and the epidemic of obesity. In order to further investigate the main cause of obesity, Morgan Spurlock, the film director and main character, decides to criticize the fast food industry for its connection with obesity in America. In his documentary Spurlock performs a radical experiment that drives him to eat only from McDonalds and order a super-sized meal whenever he is asked. By including visual and textual techniques, rhetorical appeals, and argumentative evidences, Morgan Spurlock was able†¦show more content†¦One example of a graph is the progress of Spurlocks health throughout the thirty days. He uses a pictograph to analyze the changes in areas regarding health, weight gain, and fat percentage. This graph shows that he has g ained almost 25 pounds, increased cholesterol rate, prone for deleterious risk for heart problems, emotional and sexual exhaustion, and the development of a fatty liver. By analyzing the graph, the viewers can see how Spurlocks diet has led to many risky health conditions. By including many examples of visual and textual evidences in his documentary, Spurlock was able to reveal how eating fast food is a prime cause of obesity and health problems. He uses visuals and texts to help explain the credibility of the film, the logic behind it, and the appeal to audience. The credibility of the film helps shows how dangerous it is to eat fast food constantly. By performing this experiment, Spurlock became a credible source to report the obesity problem. The health analysis graph in the film and his daily documentation helps concede the logic in the film. They help provide solid evidences to the risks faced by eating fast food and how it is related to future health problems. But overall, mos t of the visuals and texts are utilized to try appealing to the emotions of the audience. Spurlock especially uses this to have the audience experience one of the most common problem that is faced by many AmericansShow MoreRelatedEssay on Morgan Spurlock?s Super Size Me1415 Words   |  6 PagesMorgan Spurlocks Super Size Me After watching Morgan Spurlocks Super Size Me it became even clearer to me that there is an obesity crisis in this country. While this was not news to me; I was surprised by Dr. Satcher, the former U.S. Surgeon General, stating that left unabated obesity will surpass smoking as the number one preventable cause of death in this country. 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