Ode to the west wind †questions and answers Essay

What is the tone of Stanza I? Clarify. Verse I has a tone of quiet and exotic nature made in it. The writer is just portraying the genuine picture he finds before him, clarify the dreariness of an Autumn Day â€Å"conversing† with the Wind. There are no sentiments associated with the delineation of the nature. How is the breeze both damaging and preserver? Shelley describes it as a ruinous and fearsome power, yet it is additionally a harbinger of the inescapable happening to Spring. It is, thusly, both Destroyer and Creator, and Shelley considers the To be Wind as an image of the recovery which will follow the obliteration and â€Å"death† of Winter. The West Wind is commended as a harbinger of new creation, showed in Spring, and furthermore dreaded for its danger and incredible force. Æ'à ¦What is the tone of Stanza II? How does the creator depict the mists? In Stanza II we see the writer as rather questionable and worried about the savagery and dread of air storms. This would likewise be the tone of this verse. Shelley tries to underscore the alarming dimness of the tempest scene, with its obscurity and relationship with death. The mists are depicted as being dull, turbulent, anticipating a terrible, sick †tempered state of mind or emanation. For what reason is the artist utilizing the symbolism of waves in this sonnet about the Wind? What is the connection between the Wind and the waves? The waves are ground-breaking simply like the breezes are. They mightily hit anything they experience. The Wind and the waves upset the dullness of nature, irritating and upsetting it, sharing along these lines one comparative trademark. The waves’ power is like the one that the Wind has. What is the creator requesting in Stanza IV? Shelley likes himself, to a leaf, a cloud, and a wave, subject to the power of the West Wind, and requests to be borne high up with it. He is asking, as a result, for an arrival to the crude force and vitality he felt and knew as a kid. At the end of the day, Shelley is asking the power that gives motivation to act through him. How does Shelley need to be utilized by the breeze in Stanza 5? What should his job in the public eye be? What is your opinion about this sonnet? Now Shelley makes the immediate association with his should be propelled by observing the wind’s power, and the effect made by the breeze on woods, making harmonies as far as he could tell and stanza. The breeze as a type of motivation will empower him to spread his message over the universe. He trusts that extreme social change or resurrection of individual motivation could be practiced without savagery. I concur with him about achieving things without savagery, yet I am not entirely certain about the manner in which he depicts or needs to accomplish it. The last impact of the sonnet is conflicted, a blend of wretchedness and expectation. I notice a specific level of vulnerability in him. He describes the breeze and the mists as being rough, spreading dread, and hazardous, while I believe that is an extremely silly supposition he has, and should make it clear that that is only his sentiment, and it isn't really obvious in light of the fact that others may think in an unexpected way. I sense instability in him, and with his sonnet is transmitting it to the peruser. Normal marvel has nothing to do with his capacities as an individual. He is getting old, and such is reality! I accept he is by and large obstinate and outlandish to request force, power, and vitality from the Wind, and simultaneously give negative characteristics to it.

Free Essays on Our Girls By Elizabeth Cady Stanton

Elizabeth Cady Stanton was a women’s rights lobbyist in the nineteenth century who accepted that ladies were to be dealt with similarly to men. She contended this thought in one of her numerous addresses â€Å"our girls†. In â€Å"our girls† she talked about the general attitude of ladies as being one of dull everyday practice, no savvy discussion, and shallow magnificence. Stanton attempted to persuade her crowd that ladies required financial freedom and insight to improve their lives, all the more satisfying, and even their wellbeing better. Stanton originally said that ladies are starting to stir to the way that they have a place with a â€Å"ostracized class.† She guaranteed that inside this class, ladies had no individual character, no reason throughout everyday life, no points, and no aspirations. Ladies relied a lot upon men for their work †however simply because that is the thing that they were instructed to do. Men were prepared to be better while ladies were prepared than sit in the shadows, listen loyally, and look beautiful. Stanton discredited that ladies were made to satisfy men. She likewise denied that ladies ought to have simply a physical delight. She considered that to be a shallow faã §ade to the inward working inside their brains - which comprised of nothing (as a result of their absence of training). Since a significant number of these wonderful, dainty and stylish ladies had no training, their wellspring of information was constrained to their homes. Stanton was sickened by their weakness and reliance on men. Pretty young ladies may have had the tight abdomens and in vogue garments, however Stanton adopted an odd strategy to persuading her crowd that tight midriffs were nothing yearn for. She utilized a similar sort of publicity that men utilized for ladies, to state that fixing your abdomen could forestall flow and result in loss of motion around 6 crawls of a women’s midriff. Stanton connected profound thought with profound breathing, leaving the crowd to consider over her mockery. Stanton proceeded to talk about women’s fixation on cosmeti... Free Essays on Our Girls By Elizabeth Cady Stanton Free Essays on Our Girls By Elizabeth Cady Stanton Elizabeth Cady Stanton was a women’s rights dissident in the nineteenth century who accepted that ladies were to be dealt with similarly to men. She contended this thought in one of her numerous discourses â€Å"our girls†. In â€Å"our girls† she talked about the general aura of ladies as being one of dull everyday practice, no savvy discussion, and shallow magnificence. Stanton attempted to persuade her crowd that ladies required financial autonomy and acumen to improve their lives, additionally satisfying, and even their wellbeing better. Stanton previously said that ladies are starting to stir to the way that they have a place with a â€Å"ostracized class.† She asserted that inside this class, ladies had no individual character, no reason throughout everyday life, no points, and no desire. Ladies relied a lot upon men for their work †yet simply because that is the thing that they were instructed to do. Men were prepared to be better while ladies were prepared than sit in the shadows, listen respectfully, and look lovely. Stanton discredited that ladies were made to satisfy men. She likewise denied that ladies ought to have only a physical delight. She considered that to be a shallow faã §ade to the internal working inside their psyches - which comprised of nothing (due to their absence of instruction). Since a large number of these excellent, dainty and chic ladies had no instruction, their wellspring of information was restricted to their homes. Stanton was appalled by their vulnerability and reliance on men. Pretty young ladies may have had the tight abdomens and stylish dress, yet Stanton adopted an odd strategy to persuading her crowd that tight midsections were nothing yearn for. She utilized a similar sort of promulgation that men utilized for ladies, to state that fixing your midsection could forestall dissemination and result in loss of motion around 6 crawls of a women’s midriff. Stanton connected profound thought with profound breathing, leaving the crowd to contemplate over her mockery. Stanton proceeded to talk about women’s fixation on cosmeti...

Communication Paper Essay

I might want to take this time in inviting you to this introduction on correspondence promoting in human services. We will initially be recognizing extraordinary and most regular correspondence utilized by shoppers and medicinal services suppliers, for example, email, an online discussion, or potentially electronic clinical records just to give some examples. We will likewise be talking about the advantages to the patients, a viewpoint identifying with the qualities and significance of keeping up quiet privacy when utilizing these sorts of correspondence, a few reasons that these kinds of interchanges are a viable method for conveying among purchasers and their suppliers, how these kinds of interchanges may contrast from others, and in conclusion, in what capacity may media and long range informal communication change correspondence in human services today and years to come. Presently, get together with me as we examine the various sorts and most normal correspondence utilized by cus tomers and their medicinal services suppliers. Numerous correspondence diverts are utilized in human services, each with various properties. These channels might be simultaneous or nonconcurrent, versatile or fixed, secure or no safe. Along these lines, members must choose which channel best suits the issue about which they have to convey. Simultaneous stations, for example, phones and face-†to-†face gatherings permit the two gatherings to convey simultaneously, empowering data to stream unreservedly continuously. Simultaneous channels are perfect when examining time-†sensitive issues and trading thick data. It isn't constantly helpful, nonetheless, for a patient and doctor to plan time to convey utilizing coordinated stations since they can prompt deferred care, phone tag, and frustrationâ€when these channels neglect to associate, some human services issues stay unaddressed. However, for the most part just pagers and simultaneous correspondences are accessible for tolerant †physicianâ communication. Nonconcurrent channels, for example, email, fax, and web journals empower each gathering to impart when it is helpful. These channels might be utilized securely for issues that are no pressing or time-†sensitive. Since time isn't a factor when utilizing nonconcurrent channels, both patient and clinician can be progressively intelligent in their informing. Nonconcurrent channels, be that as it may, ought not be utilized for health related crises or time-†sensitive issues. Another quality of correspondence channels is whether they are fixed (associated with a wire) or portable. Because of advances in innovation, numerous correspondence stations that were once fixed are currently remote, for example, phones and content informing. Introducing new advancements is testing when managing an industry dug in utilizing a similar phone, fax, and pager frameworks for a considerable length of time. Numerous issues in social insurance come from the business sticking to these obsolete st rategies for correspondence, without understanding the advantages achieved by fresher arrangements. For instance, electronic pagers, which have been surrendered by most enterprises, are as yet the center gadget for emergency clinic interchanges. While doctors broadly utilize a versatile center telephone outside the medical clinic, these telephones are frequently prohibited from being utilized inside, regardless of proof that in many territories of the emergency clinic this innovation is protected. Email is regularly debilitated for clinical correspondence for security reasons, and further developed advancements, for example, texting, videoconferencing, bunch remotely coordinating, or web-†based joint effort are practically incredible in clinical careâ€despite proof that demonstrates the viability and wellbeing of these advances in medicinal services. While doctors have found more up to date apparatuses, for example, email helpful, they are regularly utilized distinctly in restricted circumstances and not ordinarily utilized to speak with patients. The purposes behind physicians’ hesitance to utilize e-†communication with patients incorporate worries about negligence prosecution, fears of being flooded with messages, and the nonappearance of a model that repays them for talking with patients electronically. Correspondence in social insurance comes up short for some reasons: fundamental staff can't be distinguished or found; they may not be accessible or may not react in an auspicious way; or the correspondence channel of decision may not be appropriate to the assignment at hand†for instance, e-†communication such asâ email ought not be utilized for time-†sensitive issues, for example, a patient having a coronary episode, or in circumstances that require a thick trade of data. Pagers, for example, are progressively suitable for time-†sensitive issues, while phones, in-†person or videoconferencing gatherings, or web-†based joint effort devices are increasingly productive alternativ es for trading thick data, for example, point by point case reports. Since case reports require a lot of conversation among doctors, utilizing email just hinders the conversation procedure. With the capacity to decrease costs, telemedicine has been demonstrated to be such a viable clinical practice in a few examples that its development and application in the medicinal services industry have raised extraordinarily. One reason for tolerant fulfillment with telemedicine is a decrease in holding up time, travel time, and the time engaged with masterminding arrangements. The nonappearance of every one of these issues can encourage wellbeing correspondence by wiping out a considerable lot of the weights including in standard medicinal services. There likewise a few difficulties to the patient security with electronic correspondence similarly as in an office. Since different people in telemedicine correspondence, introduction of private records to all gatherings concerned turns into a danger to the protection of the patient. Also, even through clinical specialists acknowledge the commitment of keeping up their patients’ security rights, the other helping parties associated with the telemedicine correspondence may not be held to similar principles (Turner, 2003). Because of this hazard to patients’ protection rights, telemedicine has battled to pick up acknowledgment for the legitimate and clinical networks (Sanders and Bashshur, 1995). In any case, once more, as time advances and this issue handled by the clinical and legitimate networks the same, arrangements ought to be found to dispense with security dangers to patients. Besides, these arrangements ought to produce expanded acknowledgment of telemedicine rehearses by all gatherings concerned and, in like manner, ought to mitigate the dread and recurrence of penetrated to quiet security laws. In end to the correspondence advertising in social insurance, we had the option to recognize the various kinds of correspondence, for example, messages, electronic andâ medical records. We had the option to call attention to certain advantages and various perspectives for the patients esteems and the significance in keeping up the patients classification and the dangers of wellbeing in these sorts of correspondences. We were likewise ready to comprehend the reasons concerning how these kinds of interchanges are viable between the buyers and their suppliers and how they vary from different types of correspondences also. Much thanks to you for your time and endeavors in setting aside the effort to all the more likely comprehend the correspondence through telemedicine present and future. References: http://www.uapd.com/wp-content/transfers/Telemedicine-Its-Effects-on-Health-Communication.pdf http://www.cisco.com/web/about/ac79/docs/wp/Communication_Healthcare_WP_0724FINAL.pdf

Practical Techniques for Topics for Essay Writing about Patriots Pen You Can Use Today

Practical Techniques for Topics for Essay Writing about Patriots Pen You Can Use Today The Hidden Secret of Topics for Essay Writing about Patriots Pen While writing such kind of essay do not neglect to adhere to the rules of structure and content. The instructions about how to write process essays should also end up being practical for readers. The multiple topics could be found, for instance, in the dissertation abstracts international database. There are many topics to pick from in the area of business. A methodical strategy is required to compose a process essay. The success of the upcoming project mostly is dependent upon the chosen theme. Naturally, the best methods of searching for interesting topics is developing a list of fantastic satire topics. Rhetorical effectiveness and application of evidence. You don't wish to lose grades because of incorrect essay format. English essay format is crucial, so you need to adhere to a particular structure. Make sure you write atleast one essay or one letter daily to raise your speed. The moment the essay itself should consist of 3 parts, it's desirable to produce an outline for every one of them. Poetry isn't acceptable. The use of precisely the same essay for different competitions will cause disqualification. You'll be supplied with a list of media essay titles that could be carried out promptly. Surfing the net, you can run into various examples of the descriptive essay. Next, select two topics which you would remove. Try out a few of these topics. For more data on the most typical topics, please visit my most frequent topics page. This list deals with a number of the easy to write essay topics. The Hidden Facts About Topics for Essay Writing about Patriots Pen Inspiration to make your own advertising or media argumentative essay topics isn't tricky to discover. The key to decide on a very good topic for an argumentative essay is to select a subject where there's a lot of debates on topics or stances. If you wish to compose a controversial essay, you definitely should look for the greatest social issues topics or satire topics. Writing an intriguing essay about trendy topics is an opportunity to reveal your understanding of the planet. If you wish to write satire essay topics, you have to have a better knowledge of what it actually means. The essay topics are categorized in various groups only for the ease of readers. The subject of your essay is crucial. Moral argumentative essay topics are a few of the simplest to get carried away with. Writing an excellent persuasive essay is not a simple task, however, it's achievable. Analytical thinking is a vital portion of the descriptive essay. It's not highly recommended that you write whenever your mind isn't settled. It is a good idea to look for the one which has a fantastic reputation and offers high-quality papers at inexpensive rates. To start with, local newspaper papers are sometimes a great place to discover interesting argumentative essay topics. At length, now that you're prepared to work on your paper, we wish to remind you of the value of appropriate essay structure. An informative speech paper is separated into three parts. An important consideration to bear in mind is to make sure to don't have a thing in the essay that isn't related to your topic. There are two major means by which you can use the most typical IELTS essay topics to your benefit. Unfortunately, in regards to writing papers on distinct assignments, there is absolutely no ideal collection of all of the strategies and options. Therefore, get expert assistance.

Henrietta Johnston An Amazing Painter - 873 Words

17th and 18th century American colonial life was not easy for women, they were overworked and underappreciated. Women were married young and quickly took on all the household responsibilities, including bearing children. Husbands, quite literally, owned their wives and because of this women had no control of their earnings, property, inheritance, or anything else (Portland State University, 2001). Though, despite all the hardships women had to go through, some overcame the challenges and still found a way to become strong women with remarkable talents. Two women who exemplify this are Henrietta Johnston, an amazing painter whose portraits were unadorned to the eye but were created using an exceptional type of medium for her time and Anne Bradstreet whose poetry showed the love she had for her husband and the intimate feelings of a colonial women (Academy of American Poets, n.d.; Encyclopedia Britannica, Inc., 2016; Poetry Foundation, 2015; Sarudy, B. W., 2013). Johnston and Bradstree t both took on the typical domestic roles but still found a way to display their talents. Though, how did these roles effect the work they created? Shortly after marrying her husband, Simon Bradstreet, Anne Bradstreet and her family immigrated to America and settled in Massachusetts. They had a total of eight kids, which means her domestic responsibilities were extremely demanding however, she still made time to write poetry (Academy of American Poets., n.d.; Poetry Foundation, 2015). Anne

Book Report On Of Mice And Men Essay - 1038 Words

Of Mice and Men In the beginning of the story, two men named George Milton and Lennie Small are trying to make their way to a small ranch in Salinas Valley, California. George is the leader of their two man tribe, despite Lennieamp;#8217;s intimidating size. George is filled with determination and confidence while Lennie is a simple man with a big heart. Up north, they had recently been run out of a town called Weed on account of Lennie. First of all, Lennie is not very smart, and becomes frightened and confused easily. Also, he enjoys petting animals and feelingthings that grab his attention. One night in Weed, Lennie and George had gone to a pool hall. Lennie saw a girl wearing a bright red dress. He grabbed on to the sleeve of her†¦show more content†¦Curly was extremely hostile towards the newcomers,especially Lennie. George predicts Curly will present future problems and advises Lennie to keep out of Curleyamp;#8217;s way. George is trying to keep Lennie from getting into trouble again, so when they meet Curleyamp;#8217;s flirtatious wife, George advises Lennie never to talk to her. Later that day, they also meet some of the other ranch hands, Slim, Whit and Carlson. That night, Slim gave Lennie of his newborn puppies. Lennie was so overjoyed that he stayed out in the barn half the night petting it. While Lennie was in the barn something was going on in the bunk house. Carlson was trying to persuade Candy to let him shoot his dog. Carlson argued that the dog was old, sick and miserable and that ending its suffering would be the best thing to do for the dog. After a few minutes, of thought Candy wearily agreed. So Carlson took the old, weary dog outside put a gun to the back of the dogamp;#8217;s head and pulled the trigger. A few minutes later, Lennie returned to the bunk house from the barn. Then he asked George to repeat their dream as he often did. So George began again. When we get enough money we are going to have a little house, a few acres of land, and a few animals. We will be our own bosses and do what we want to do. Candy was still in the room and got very excited at hearing this that he asked if he could go in on it with them. George hesitated until he heard how much money Candy had saved up andShow MoreRelatedOf Mice and Men Book Report Essay823 Words   |  4 PagesOf Mice and Men was written by John Steinbeck and is a fictional book. Of Mice and Men is a book, set on the Californian Grain Farms in the 1930s, about two life long friends named George and Lennie. The book generally is about all of the migrant workers, all with their own dreams. The main characters George and Lennie go from farm to farm, trying to work up a stake and save enough to buy their own farm one day. 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How does Luhrmann make Romeo and Juliet appeal to a younger more mainstream audience Essay Example For Students

How does Luhrmann make Romeo and Juliet appeal to a younger more mainstream audience Essay Baz Luhrmann has adapted William Shakespeares Romeo and Juliet play and turned the tragic love story into an action packed love thriller. Luhrmann adapted this play in 1996. This film was a huge success in capturing the imagination of it target audience young people. Baz Luhrmann adds more modern props music and action to his film this is to make it more captivating for a younger mainstream audience. The prologue at the start of the film is on a little television in a dark room so immediately the audience is watching. Luhrmann then zooms into the television at the news report. The effect of this is to let the audience relate to this as if it was happening now. Baz Lurhmann added a shot clip in this clip the setting and storyline are introduced. This adds verisimilitude to this as it is a shot in a helicopter as if it was on a news report. The fight scene occurs at the start of the film the captures the audiences attention and keeps them captivated. This scene is set in a petrol station rather than a town square. Luhrmann set it in a petrol station as it is modern and a place where lots of people will go. The opening fight scene occurs at the very beginning of the film, this scene creates a violent chaotic and angry environment. It also creates an image of hate between two families. The film is set in Verona; Baz Luhrmann chose to set it in Mexico as it is dirty and a typical hot country. From the setting we can also learn that there is a big class difference the Capulets and Montagues. This is shown in there clothes and cars; the Capulets have a very stylish clothes they are dark with religious symbols on them and are very wealthy this is shown by there car it has tinted windows and customized whereas the Montagues car is bright colored and the clothes they wear are Hawaiian very bright with pictures of palm trees on them. This scene is suggests that the target audience is young or old males, this is because males usually prefer fighting action explosions examples of this are when the petrol station explodes and the fighting between gangs. This will appeal to a different audience rather than the original as it appeals to young males whereas the original appealed to females as it was a tragic love story. The fight scene does not just effect the Capulets and the Montagues it also effects there families and the public as we see in the petrol station scene as the public are running away and peoples jobs are suffering from it. We also see this in the montage of images of there faces so most of the public will know about there brawls. Baz Luhrmann used freeze frames to introduce the main characters. Freeze frames of Tybalt, Benvolio and Abra were used in this scene. Abra capulets freeze frame is a close up low angle shot, this gives the effect that Abra is powerful as it shows him from a low angle. Baz Luhrman also uses close ups of the Montagues and Capulets car plates this lets the audience know who is who. There is a clear difference in the cars the Montagues is a vibrant yellow color whereas the Capulets car is a dark stylish car. The Capulets car is engine is a lions roar this is to make the Capulet sound dangerous. Baz Luhrman used a lot of close ups in this film for example the close ups of Tybalt and Benvolios faces, this is to show the facial expressions on each character the effect of this is to see if the characters are scared or angry. .u6f6a07afe2c8e464f951428dfe4469a2 , .u6f6a07afe2c8e464f951428dfe4469a2 .postImageUrl , .u6f6a07afe2c8e464f951428dfe4469a2 .centered-text-area { min-height: 80px; position: relative; } .u6f6a07afe2c8e464f951428dfe4469a2 , .u6f6a07afe2c8e464f951428dfe4469a2:hover , .u6f6a07afe2c8e464f951428dfe4469a2:visited , .u6f6a07afe2c8e464f951428dfe4469a2:active { border:0!important; } .u6f6a07afe2c8e464f951428dfe4469a2 .clearfix:after { content: ""; display: table; clear: both; } .u6f6a07afe2c8e464f951428dfe4469a2 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u6f6a07afe2c8e464f951428dfe4469a2:active , .u6f6a07afe2c8e464f951428dfe4469a2:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u6f6a07afe2c8e464f951428dfe4469a2 .centered-text-area { width: 100%; position: relative ; } .u6f6a07afe2c8e464f951428dfe4469a2 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u6f6a07afe2c8e464f951428dfe4469a2 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u6f6a07afe2c8e464f951428dfe4469a2 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u6f6a07afe2c8e464f951428dfe4469a2:hover .ctaButton { background-color: #34495E!important; } .u6f6a07afe2c8e464f951428dfe4469a2 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u6f6a07afe2c8e464f951428dfe4469a2 .u6f6a07afe2c8e464f951428dfe4469a2-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u6f6a07afe2c8e464f951428dfe4469a2:after { content: ""; display: block; clear: both; } READ: A Philosophical Analysis - The Kid by Charlie Chaplin EssayBaz Luhrman used old western films to get ideas for this film. The western genre is used a lot in this scene. There is a close up of Tybalts shoe when he steps out of the car, there is the sound of clinking of a cowboys spurs. There is also swinging signs this relates to the western theme as the swinging signs are meant to represent the swing tavern doors. Tybalt also smoke a cigar this is related as cowboys used to smoke cheroots. Sound is a major part in this film Baz Luhrman uses a wide range of sound in this fight scene. Sounds are exaggerated and amplified to give mass effect. In the montage there is orchestral music this creates suspense and excites the audience. The pictures mix well with the music there is lots of woosh sounds in this scene this is to emphasis the movements of characters these sort of sounds had more style to the scene. There are explosions and gunshots in the last bits of the scene these sounds create a sense of action and drama, these sounds are diegetic because if we were there we would be able to hear them. Costumes were used to distinguish between the two families. The Capulets wear darker colours, religious symbols and more stylish whereas the Montagues are more hip, the average Mexican with buttons undone more laid back. The Capulets clothes are dark with religious icons on their tops this shows us that they are very religious and care for god. They also have different patterns on there guns as we see in the two freeze frames that the Montagues coat of arms has a gun and skull this shows they are very violent. This scene creates and exciting action feel for the audience. It creates a violent mood as there is lots of violence happening in this scene. It creates this by using amplified sounds, fast editing and a wide range of different shots. Baz Luhrman adapted Shakespeares Romeo and Juliet by doing all these things so a younger audience could relate and have a better understanding in what is going on.

Abortion Essays (2824 words) - Sexual Revolution, United States Law

Abortion Abortion In Roe et al. v. Wade District Attorney of Dallas County (1973), one of the most controversial cases in recent history, the U.S. Supreme Court struck down all state laws that limit a woman's right to an abortion during the first three months of pregnancy. Justices Rehnquist and White dissented. Mr. Justice Blackmun delivered the opinion of the Court.... This Texas federal appeal and its Georgia companion, Doe v. Bolton, post, p. 179, present constitutional challenges to state criminal abortion legislation. The Texas statutes under attack here are typical of those that have been in effect in many States for approximately a century. The Georgia statutes, in contrast, have a modern cast and are a legislative product that, to an extent at least, obviously reflects the influences of recent attitudinal change, of advancing medical knowledge and techniques, and of new thinking about an old issue. We forthwith acknowledge our awareness of the sensitive and emotional nature of the abortion controversy, of the vigourous opposing views, even among physicians, and of the deep and seemingly absolute convictions that the subject inspires. One's philosophy, one's experiences, one's exposure to the raw edges of human existence, one's religious training, one's attitudes toward life and family and their values, and the moral standards one establishes and seeks to observe, are all likely to influence and to color one's thinking and conclusions about abortion.... The Texas statutes that concern us here are Arts. 1191-1194 and 1196 of the State's Penal Code. These make it a crime to "procure an abortion," as therein defined, or to attempt one, except with respect to "an abortion procured or attempted by medical advice for the purpose of saving the life of the mother." Similar statutes are in existence in a majority of the States. Texas first enacted a criminal abortion statute in 1854. Texas Laws 1854, c. 49, Sec. 1, set forth in 3 H. Gammel, Laws of Texas 1502 (1898). This was soon modified into language that has remained substantially unchanged to the present time.... Jane Roe, a single woman who was residing in Dallas County, Texas, instituted this federal action in March 1970 against the District Attorney of the county. She sought a declaratory judgment that the Texas criminal abortion statutes were unconstitutional on their face, and an injunction restraining the defendant from enforcing the statutes. Roe alleged that she was unmarried and pregnant; that she wished to terminate her pregnancy by an abortion "performed by a competent, licensed physician, under safe, clinical conditions"; that she was unable to get a "legal" abortion in Texas because her life did not appear to be threatened by the continuation of her pregnancy; and that she could not afford to travel to another jurisdiction in order to secure a legal abortion under safe conditions. She claimed that the Texas statutes were unconstitutionally vague and that they abridged her right of personal privacy, protected by the First, Fourth, Fifth, Ninth, and Fourteenth Amendments. By an amendment to her complaint Roe purported to sue "on behalf of herself and all other women" similarly situated.... We are next confronted with issues of justiciability, standing, and abstention. Have Roe and the Does established that "personal stake in the outcome of the controversy," Baker v. Carr, 369 U.S. 186, 204 (1962), that insures that "the dispute sought to be adjudicated will be presented in an adversary context and in a form historically viewed as capable of judicial resolution,"... The usual rule in federal cases is that an actual controversy must exist at stages of appellate or certiorari review, and not simply at the date the action is initiated... But when, as here, pregnancy is a significant fact in the litigation, the normal 266-day human gestation period is so short that the pregnancy will come to term before the usual appellate process is complete. If that termination makes a case moot, pregnancy litigation seldom will survive much beyond the trial stage, and appellate review will be effectively denied. Our law should not be that rigid.... We, therefore, agree with the District Court that Jane Roe had standing to undertake this litigation, that she presented a justiciable controversy, and that the termination of her 1970 pregnancy has not rendered her case moot.... The principal thrust of appellant's attack on the Texas statutes is that they improperly invade a right, said to be possessed by the pregnant woman, to choose to terminate her pregnancy. Appellant would discover this right in the concept of personal "liberty" embodied in the Fourteenth Amendment's Due Process Clause; or in personal, marital, familial, and sexual privacy said to be protected by the Bill of Rights or its penumbras,

Coordinating Conjunctions

Coordinating Conjunctions Coordinating Conjunctions Coordinating Conjunctions By Sharon Coordinating conjunctions are some of the handiest, dandiest words in the English language. Essentially, they help us string our thoughts together in a way that is complex and meaningful, and without them writing would be very short and choppy. You can remember the coordinating conjunctions by memorizing the word: FANBOYS = for, and, nor, but, or, yet, so Coordinating conjunctions are used between independent clauses, and paired with a comma. For example, the following sentences can be combined with a coordinating conjunction: This place has the worst food I have ever tasted. I will never eat here again. Combined with a comma and coordinating conjunction: This place has the worst food I have ever tasted, so I will never eat here again. Some other examples: I love you, but I can not marry you. I want to go to the store, and I want to go to her birthday party. He had not known her long, yet he felt very close to her. Coordinating conjunctions are some of the most commonly used words and very easily misused by leaving out a comma or putting it in the wrong place. Be mindful that the parts you join are complete sentences that can stand alone. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Grammar category, check our popular posts, or choose a related post below:70 Idioms with HeartFive Spelling Rules for "Silent Final E"What Is the Meaning of "Hack?"

Documentary Critiques Essay Example | Topics and Well Written Essays - 1250 words

Documentary Critiques - Essay Example These three boys and the other children on the top of the freight train, tell Rebecca Cammisa about their life in their hometown and the things they have experienced (Kung). The location of the documentary is Central American and America, where the journey is taking place, to the U.S. border. The freight train on which the children are travelling is known as â€Å"la bestia†, which means the beast. It is known as â€Å"la bestia† because many children have lost their lives travelling on a freight train, and many have lost their lives residing in the desert, with no food and water. The documentary is all about the hardships faced by the children and how they reach the U.S. border; it has been produced and the directed by Rebecca Cammisa; the executive producers include Lianne Halfon, John Malkovich, Russell Smith, Jack Turner, Bristol Baughan and Better Cerf Hill. The production company of this documentary is Mr. Mudd and it was distributed by HBO Films; the documentary was made in 2006 but release in 2009. The documentary holds significance because immigration is an issue, which has been seen from different perspectives, like how illegal immigrants impact the security and economy of the USA. This documentary looks at immigration in a different way, as it tells about the difficult conditions through which children emigrate from Mexico to the USA; some of these children are sent by their parents, because they can no longer feed or support their children in any way. Most of the children run away from home, looking for a better life in the USA, because no one cares about them at home and they have to bear different types of abuse. Mexico is a place where drug dealing and violence is quite common, and these children have a dream to go to the USA and find peace and a better lifestyle, where they won’t be at the hands of criminal predators. The mode or approach used in the documentary is

Texas Government Assignment Example | Topics and Well Written Essays - 500 words

Texas Government - Assignment Example Likewise, the partisan elections tedious, and can cause straight ticket voting together with electing judges based on the familiarity of the names. The long ballots can be challenging for the voters because it is difficult for the electorate to follow up on the comprehensive lists of the candidates. Due to the aforementioned challenges in the partisan elections, it is significant for the Texas State to adopt a system in which the governor appoints the judges. The death penalty is immoral and expensive, and thus the Texas State should abolish the capital punishment. Newell, Prindle, and Riddlesperger argue that the expense of executing a criminal exceeds $ 2 million, and the punishment achieves nothing in terms of deterring the potential criminals in engaging in crime (340). Exploring the issue of the death penalty from the moral point, it is unethical and immoral to terminate the life of a person. The capital punishment degrades humanity, and inflicting death on persons does not necessarily control crimes. Therefore, it is important for the Texas State to explore other alternatives of punishing the wrongdoers instead of pursuing the death penalty. It is less costly for the Texas State to practice life imprisonment as opposed to the expensive capital punishment. Sentencing the convicted people to the life in prison without the possibility of parole is a plausible alternative. Such a sentence will enable the Texas State to reduce the many funds that tend to maintain the costly death penalty system. The nomination of the city candidates to run for the office in Texas State is essential in facilitating the electorates to know and analyze the ideologies of the individual candidate. In this respect, the Texas State should endeavor to practice partisan elections in which a political party nominates the candidates to run for the office. Newell,

The following is an analysis of the IKEA Essay Example for Free

The following is an analysis of the IKEA Essay The following is an analysis of the IKEA case study found in the Strategic Management Text book. This analyses the strategies used by IKEA to gain competitive advantage in markets outside its original area. The report begins by providing a background into IKEA. It studies International Business Level Strategy and the three international corporate level strategies. The case study goes into informing its target market and pricing strategy, which is already discussed. This case study further says how different people in different parts of the world thinks about IKEA, how elegant their designs are and how affordable for them to purchase IKEA products. Some of IKEA’s main markets are in three of the fastest growing markets such as Russia, US and China. IKEA store bring out products such as furniture to small product like a scented candle. IKEA has over 1300 suppliers in about 53 countries. They further have 12 full time in- house designers with 80 free lancers and other production workers to identify the correct raw materials and produce products ef? ciently and cost effectively. Primarily, IKEA produced standardized products however; this international strategy did not work for one of its vital markets that is, US. Therefore, they had to emphasize on taking corrective actions. The report also analyses the entry methods used by IKEA and its sustainability. IKEA was founded by Ingvar Kamprad a native of Sweden in 1943, when the founder, at the age of 17 was given money by his father in return for doing well in his studies. This money was used to start up his own company, IKEA, which stood for his intials and the ? rst letters of the farm and village in which he grew up. The company initially sold basic items such as pens, picture frames, table runners, wallets, jewellery, nylons stockings and watches, at a low price(History of ikea, 2010). Furniture was ? rst introduced into the IKEA range of products in 1948, and due to a positive response, the product line increased in size. Customers were allowed the ability of viewing and touching the furniture that was previously only viewable through catalogue. IKEA opened a showroom in Sweden to create a competitive advantage, due to a price war with their main competitor, so that customers could determine whether they were getting value for money. Finally IKEA made the decision to design its own furniture due to competitors trying to make suppliers boycott IKEA products. The â€Å"? at-packs and self assembly† concepts arose when an employee disassembled a table in order to prevent damage during transport (History of ikea, 2010). In 1963 the ? rst IKEA store outside of Sweden was established in Norway. From this point on, IKEA began to spread like a wild? re, ? rst to Denmark, then Switzerland, Germany, Australia, Canada, Austria and Netherlands. Many alliances were struck up with different suppliers in order to introduce new products, together with new concepts, which led to costeffectiveness. One example was an innovative, multifunctional seat/recliner, which was made by utilizing a denim, a raw material from another industry, which could be obtained at a low cost. In 1980, together with the new furniture concepts being born at certain intervals, IKEA was looking to expand to further markets, and did so through franchising. To ensure continuation and long term independence of IKEA, the founder created a new ownership structure and organisation. The major portion of IKEA was donated to a foundation, while the right to franchise the IKEA concept worldwide remained with the IKEA group of companies. In the 1990’s, the IKEA market expanded not only geographically, but in terms of target market. The company began to design furniture that catered expressly to children. A website was launched to cater to the many markets that were now open, and the children’s line was enhanced on consultation with experts on with experts to develop play areas, room settings, and baby areas within the stores themselves. Kitchen-ware and kitchen areas were another concept developed in this period. IKEA also began participating in a number of forestry projects to ensure sustainability, by taking responsibility for developing acceptable practices and policies in countries where IKEA works. IKEA Case Study 4 Company Outline IKEA is a world renowned furnishing company reputed for selling Scandinavian-style furniture and other home-based goods. The company has 230 stores, with operations carried out in over 42 countries with well over 70 000 employees. The stores themselves can host 410 million shoppers per year. It is a Swedish based company built on the idea of offering a wide range of well-designed, functional home furnishing products such low prices, that a majority of people will be able to afford them. The IKEA group is currently solely owned by the INGKA Foundation through a holding company, unlisted on any stock exchange. The vision at IKEA is to â€Å"create a better everyday life for the many people†(Ikea, 2011). The main business of IKEA supports this vision, by the manufacture and selling of a wide range of home furnishing products at an affordable price. Since the ethos of IKEA is to make good quality products at an affordable price, the company has succeeded in development of costeffective and innovative production methods. This has been the company’s focus since its inception, and the company has succeeded in doing so by making the maximum use out of raw materials, and adapting the products to meet people’s needs. 04-02-18 Currently, in addition to the historical additions to the IKEA range, customers can now shop online. Other innovations include 2 the boards with patterns created on them directly, called â€Å"print on board†, in addition to a concept known as â€Å"product !! Expert where returned products are repaired instead of equipment etc where possible. recovery concept†functions such as IT, food services, retailbeing thrown awayoperates under economies of scale and is supportive to the basic operations !! IKEA of Sweden AB is responsible for the range design, purchase from etc The majority of the operations occur within the retail business; while IKEA does developmentexternal suppliers, in addition !! Inter IKEA systems B. V (The Netherlands) owns the IKEA concept and trademark which the company produces its own products through their industrial group known as Swedwood. is bought by the retail operations but is also sold to outside operators on a franchising basis !! The furniture is purchased through purchasing operations (trading service offices) in 33 countries with 1800 suppliers in 55 countries. !! The distribution operations covers 25 regional distribution centres in 14 countries supplying goods to the stores !! The retail operations are geographically organised with a specific organisation for Retail Europe

Explore the ways in which two or three of these poems present the :: English Literature

Explore the ways in which two or three of these poems present the experience of living between two cultures and the difficulties it causes. The two poems I am choosing are "Presents from my Aunts in Pakistan" and "Search for My Tongue". "Presents from my Aunts in Pakistan" is written by Moniza Alvi, a woman who was born in Pakistan but moved to England at an early age. Her mother was from England and white, her Father was Pakistani and so black. This makes Moniza 'half-caste', as well as the aunts in poem being from her father's side. Her poem begins with a description of the gifts her aunts send her; "They sent me a salwar kameez peacock-blue, and another glistening like an orange split openà ¢Ã¢â€š ¬Ã‚ ¦" The gifts are clothes in the typical Pakistani style, long tunic and loose trousers of blue and orange. Yet her indisposition towards the clothes is hinted at by her description of the first set of clothes. Peacock blue suggests that she feels like a peacock in them, showing off and flamboyant, something she doesn't want to be. They make her uncomfortable and self conscious. The next set of clothes show us the passage of time for Alvi with more clothes from her aunts. Yet as in England, and as she puts it, school, fashions change. The salwar bottoms are now broad and stiff then narrow towards the bottom. She tries on the clothes in sitting room, unwrapping them with her parents. She tries each one on and feels alien, as she puts is, to them. She doesn't' full reject them, but they are too exotic for her, too lovely for her. She acknowledges that they are pretty and acceptable clothes, but she cannot feel at ease in them. She longs for 'normal' clothes; "I longed for and corduroy." The clothes to her are a costume, something for other times, not now, "My costume clung to me and I was aflame, I couldn't rise out of this fire, half English, unlike Aunt Jamila." The clothes she is wearing are no doubt brightly coloured, perhaps like the orange ones from before. They seem like flames to her, and to others she presumes. They are too exotic, too foreign, and they draw too much attention. She cannot rise out of their flames; she cannot be seen through them. When people look at her wearing those, they will see the clothes, not a person. The clothes identify her as Pakistani, not English. That would be alright if she was sure of her own background, but she is not. By wearing those clothes her balance of ethnicity is thrown wildly askew. Explore the ways in which two or three of these poems present the :: English Literature Explore the ways in which two or three of these poems present the experience of living between two cultures and the difficulties it causes. The two poems I am choosing are "Presents from my Aunts in Pakistan" and "Search for My Tongue". "Presents from my Aunts in Pakistan" is written by Moniza Alvi, a woman who was born in Pakistan but moved to England at an early age. Her mother was from England and white, her Father was Pakistani and so black. This makes Moniza 'half-caste', as well as the aunts in poem being from her father's side. Her poem begins with a description of the gifts her aunts send her; "They sent me a salwar kameez peacock-blue, and another glistening like an orange split openà ¢Ã¢â€š ¬Ã‚ ¦" The gifts are clothes in the typical Pakistani style, long tunic and loose trousers of blue and orange. Yet her indisposition towards the clothes is hinted at by her description of the first set of clothes. Peacock blue suggests that she feels like a peacock in them, showing off and flamboyant, something she doesn't want to be. They make her uncomfortable and self conscious. The next set of clothes show us the passage of time for Alvi with more clothes from her aunts. Yet as in England, and as she puts it, school, fashions change. The salwar bottoms are now broad and stiff then narrow towards the bottom. She tries on the clothes in sitting room, unwrapping them with her parents. She tries each one on and feels alien, as she puts is, to them. She doesn't' full reject them, but they are too exotic for her, too lovely for her. She acknowledges that they are pretty and acceptable clothes, but she cannot feel at ease in them. She longs for 'normal' clothes; "I longed for and corduroy." The clothes to her are a costume, something for other times, not now, "My costume clung to me and I was aflame, I couldn't rise out of this fire, half English, unlike Aunt Jamila." The clothes she is wearing are no doubt brightly coloured, perhaps like the orange ones from before. They seem like flames to her, and to others she presumes. They are too exotic, too foreign, and they draw too much attention. She cannot rise out of their flames; she cannot be seen through them. When people look at her wearing those, they will see the clothes, not a person. The clothes identify her as Pakistani, not English. That would be alright if she was sure of her own background, but she is not. By wearing those clothes her balance of ethnicity is thrown wildly askew.

The Relation Between the Customer Behavior and Shopping Centre

Title The relation between the customer behavior and shopping centre promotion Author(s) RISHI The relation between the customer behaviour and shopping centre promotion Citation Issue Date 22/3/2012 URL Rights 2002 http://hdl. handle. net/10722/28778 The author retains all proprietary rights, (such as patent rights) and the right to use in future works. The Relation between the Customer Behaviour and Shopping Centre Promotion: A Case Study of Whampoa Garden TSE Chun Wai DISSERTATION Submitted in partial fulfillment of the requirements for the degree of Master of Housing Management The University of Hong KongDecember 2002 DECLARATION i declare that this dissertation, entitled The relationship between the customer behaviours and shopping centre promotion: A case study of Whampoa Garden, represents my own work, except where due acknowledgement is made, and that it has not been previously included in a thesis, dissertation or report submitted to this University or other institution for a degree, diploma or other qualification. un Wai Acknowledgement This paper intends to show the relationship between the customer behaviors and shopping centre promotion, to understand the problem of the shopping entre by studying the customer behaviors and examining the shopping promotion strategies. Firstly the author sincerely thanks Mr. Bonny Chiu who has worked ? n Whampoa Garden ? n the property management department, for his assistance ? n providing information about the details of Whampoa Garden and promotion strategies. Secondly, thanks must be expressed to Ms. Candy Lam and Ms. Jessica Wong; classmates of Master of Housing Management have given valuable information regarding the shopping centre under their management. Thirdly, the author must also thank Ms.June Yau and Mona So for helping with word processing and production of the final typescript and proofreading. Finally, the author wants to thank Dr. Eddie Hui, the supervisor of this dissertation, for his valuable guidan ce and support in the research of this paper. THE UNIVERSITY OF HONG KONG i. I Il W ir . J Thesis Collection Deposited by the Author Contents Acknowledgement Abstract 1. Introduction ti Am and objectives p. 1 1. 2 Methodologies 1. 3 Researchmethod I . 4 Implication of the study 1. 5 Sourceofdata 2. p. 2 p. 3 p. 3 p. 4 P. 4 Customer behavior and shopping centre p. 5 2. 1 The definition fcustomerbehaviour Dynamic customer behaviour Interaction Exchanges 2. 2 Why people go shopping 2. 3 Factors affecting shopping behaviours and motivations 2. 4 Changingofshoppinghabit 2. 5 Goal and characteristic of customer 2. 6 Conceptual models and customer characteristics 2. 1. 1 2. 1. 2 2. 1. 3 2. 6. 1 2. 6. 2 2. 6. 3 2. 6. 4 Huff1s topological model (1960) Timmermans' conceptual model (1982) Sheth's integrative theory 2. 6. 3. 1 Choicecalculus 2. 6. 3. 2 ShoppIng motives 2. 6. 3. 3 Shopping option Lindquist(1974-1975) 3. What is a â€Å"shopping centre†? 3. 1 The principle of a shopping ce ntreIdentification the positioning, role and function of a shopping 3. 1 1 centre 3. 1. 2 Location ata shopping centre 3. 1. 3 Catchmeritarea 3. 1. 4 Accessibility and interlink 3. 1. 5 TenantMix 3. 1. 6 Decoration Shopfront 3. 1. 7 Entrances 3. 1. 8 3. 1. 9 Finishes 3. 1. 10 Signagesystem 3. 1. 11 Marketing 3. 1. 12 Management 3. 1. 13 Promotion . 3. 2 Typeofshoppingcentre 3. 2. 1 3. 2. 2 The neighborhood centre The community shopping centre p. 5 p. 6 p. 6 p. 6 p. 7 p. 8 p. 10 pli p. 11 p12 p. 12 p. 12 p. 13 p. 13 p. 14 p. 14 p. 17 p. 18 p. 18 p. 19 p. 19 p. 19 p. 20 p. 20 p. 21 p. 21 p. 22 p. 22 p. 23 p. 3 p. 23 p. 24 p. 25 p. 26 32. 3 The regonaI shopping centre 3. 2. 4 Specialty shopping centre 3. 3 The development of shopping centre 3. 4 Dev&opment of shopping centres in Hong Kong 3. 4. 1 Firstphase 3. 4. 2 Second phase 3. 4. 3 Third phase 4. CasestudyofwhampoaGarden 4. 1 background information and characteristic of Whampoa Garden 4. 1. 1 Development 4. 1. 2 Accessibility 4. 1. 3 Catchrnentarea and interlink 4. 1. 4 Conceptofnewtown 4. 1. 5 Theme Concept 4. 1. 6 Varietyofshop 4. 1. 7 Continuous refurbishment 4. 1. 8 Shoppingmanagement 4. 1. 9 Cleaning 4. 1. 10 Security 4. 1. 11 Air-conditioning 4. 1. 2 Maintenance & repair 4. 2 Findings Irnageattributes 4. 2. 1 4. 2. 1. 1 Recreational experience 4. 2. 1. 2 Userfriendly 4. 2. 1. 3 Stores 4. 2. 1. 4 Qualityofstores 4. 2. 1. 5 Easeofusebycarandbus 4. 2. 2 Shoppers characteristics 4. 2. 2. 1 Gender 4. 2. 2. 2 Shopping accompanied 4. 2. 2. 3 Travel model 4. 2. 2. 4 Occupation 4. 2. 2. 5 Monthly income 4. 2. 2. 6 Frequency of visits 4. 2. 2. 7 Presence of undesirable characters 5. Problems ofWhampoa Garden p. 32 p. 32 p. 32 p. 32 p. 34 p. 34 p. 34 P. 37 p. 38 p. 38 p. 39 p. 39 P. 40 p. 40 P. 41 p. 41 p. 41 p. 41 p. 4. 2 p. 43 p. 43 p. 43 p. 44 p. 44 p. 45 . 45 p. 45 p. 46 p. 47 Inadequate parking facilities Uncovered footpaths/insufficient interlinks Unsuccessful theme concept p. 48 p. 48 p. 48 p. 49 p. 50 Lack ofanchorteriants p. 51 Recession of retailing industry p. 52 5. 1 Lack of mass transportation network 5. 2 5. 3 5. 4 5. 5 5. 6 p. 27 p. 27 p. 28 p. 29 p. 30 p. 30 p. 30 6. Recommendations and shopping centres in the future 6. 1 Understandshopper'sneed 6. 2 HK$10 Plaza discountoutlets 6. 3 Transportation p. 54. p. 54 p. 54 p. 55 6. 4 Parking spaces arid footpath 6. 5 Marketing strategies 6. 6 Signage 61 Development of theme concept 6. 8 Promotion . 8. 1 Advertising 6. 8. 2 Personal selling 6. 83 Sales promotion 6. 8. 4 Publicity p. 56 p57 p. 57 p. 58 p. 58 p. 59 p. 59 p. 59 p. 59 7. Conclusion p. 61 Questionnaires p. 63 Summary results of questionnaire for customers p. 68 Bibliography p. 73 Abstract In Hong Kong, the accessibility and transportation network of newly constructed site is highly important. The transport links, especially by means of Mass Transit Railway and Kowloon-Canton Railway, are vital to the retailers, as these would increase footfall, which can bring thetn more p otential customers. However, it is all for the shoppers?Where will they go and why will they shop? Customers' shopping habits and preference has changed over years. Most importantly, it has gone along with the development and construction of shopping centre. Now instead of shopping in the sheet, shopping in huge department stores is a new trend. This paper aims at assessing the factors in attributing to the shoppers' decision by starting with a brief description of customer's behavioural models and the development of shopping centre in Hong Kong. Determining elements include convenience, pleasant and entertainment environment, tenant mix, leisure facilities and catchment, etc.Whampoa Garden is selected as the case study Overall, the findings shows active, well planned, coordinated and periodical promotion should be operated throughout the year. Besides promotion, the infrastructure of shopping centres also plays a vital role in deciding the retail pattern and the tenant mix. Therefo re, active promotion activities and continual development of shopping centres should be used as the strategy to meet the ever-changing demand and improve the image of the centre for their specified clientele. 1. Inlroduction Shopping centres are vital to our economy.Different planning of shopping centres causes different sizes and arrangements. However, all these planning would bear two purposes in mind – to provide an optimum retailing environment for the tenants and to meet the needs of customers. In recent decades, shopping centres are becoming increasingly important for the services they provide to individual consumers and many ways in which they benefit the communities in which they are located. Developers should want to know how and why people shop in their shopping centres, but others just have a fare dodging and walking in the centre.From a commercial standpoint, it may distinguish consumer behaviour from other activities. This is the point for the shopping centre bec ause profits are generated when consumers select the shopping centre rather than another. Consumers are more interested in the facilities provided by the shopping centres, so that they could spend their time arid money in there. The improvement of living standard in Hong Kong has to lead the transformation of shopping behaviour of the residents. Formerly, markets were just places where people gather together for retail activities.Nowadays, shopping centres have become multifunctional, and it is an enclosed area not only for shopping, but also for entertainment and amusement. A successful shopping centre must have the right location, (easy to access) good management; effective marketing strategy arid the right tenant mix for the demographic profile of the population it serves. However, the attraction of the shopping centre will slip downwards or fade away with the passage of time: demographic changes, competition arising from the other new shopping centres, etc. All these pose as gre at challenge for the status of an existing shopping centre.Therefore, strategies are required for rejuvenation. The aim far promoting shopping centres is to improve their overall commercial potentials and auxiliary facilities. In addition, the shoppers' behaviors and characteristics, (preference, the choices ofthe retails shops, etc. ) as well as location of the shopping centre also have to consider. Furthermore, the competition from new shopping centres compels existing shopping centres to seek for the best ways and strategies to revive the business of a shopping centre. 1. 1 Aim and Objectives The aims of this study are to investigate and evaluate strategies for the shopping entre promotion in upgrading the value of a shopping centre. Factors such as marketing stand point, competition from other competitors, demographic of the surrounding areas, social and economic situation will be considered. In addition, this paper will study the consumer behaviour and characteristics, such as place of residence, mode oftransportation, frequency ofvisit and consumer images. The objectives ofthis study are as follows: I. I . i To conduct a literature review on the characteristics and the development 2 of shopping centre through a case study on â€Å"Whampoa Garden Shopping Centre† located at Hung Horn; . i . 2 To study the behaviour of the customers; i . 1. 3 To identify the decision problems and preferences ofthe customers; i . i . 4 To analyze the store image from the view ofthe customers; 1. 1. 5 To study why shopping centres require promotion strategies? and; i . 1 . 6 To examine the shopping centre promotion strategies; 12 Methodologies in the theoretical framework, reference has been made to relevant books, magazines, newspaper, annual reports, journals as well as data from census and government statistics. In addition, marketing, promotion and management of shopping centres will also be included.In order to obtain an understanding of the relationship between the customer behaviours and shopping centre promotion, this essay will examine two broad measures. The frequency of visit, purpose, accessibility, facilities, image and overall impression of the shopping centre would be identified. Moreover, the age group, sex, place of living, working condition, income and household size of the customers will be studied. In order to examine the taxonomies adopted by previous researchers of consumer (spatial) shopping behaviour such as Shepherd and Thomas, (1980); Spiggle and Sewell, (1987).The models such as Huffs topological model; Timmerman's conceptual model; Sheth's integrative theory and Lindquist will be reviewed. Those theories are focused on the perception of the shoppers relating to the shopping centre's image. Through the above methods, developers can select the right tenants and promotion strategies to generate income and promote the shopping centre image. On the other hand, a successful shopping centre can through the information such a s age, income group and the customers' behaviour, can decide the trade of business and formulate promotion strategies to attract customers to visit. 1. 4 Implication ofihe StudyThe study will find out the behaviours of customers, and the relationships among the tenants, developers and the customers. In addition, the shopping centre promotion will also influence the investment atmosphere and affect the income of the developers. The above study can be a reference for other aging shopping centres in carrying out revival programme. LS Source of Data This study is hard to get secondary data for the shopping condition since relevant parties are reluctant to provide their business strategies. Surveys would be carried out with the tenants and customers of the shopping centre in order to obtain the 4 first hand-data.On the other hand. , through interviews with the management staff and office staff, more information and data can also be obtained. Surveys and questionnaires will be conducted t o obtain the primary data. The questionnaire is printed in Chinese since the majority of' Hong Kong's population is Chinese. It contains questions about customer behaviour, personal particu1ar and the image of a shopping centre. 5 2. Customer Behaviour and Shopping Centre Customers spend their time in purchasing goods and services, at the appropriate places where they will visit. In addition, they also like to spend their leisure time for their aily activities such as entertainment, gathering arid shopping. Shopping centres provide them a place to meet these needs. What kind of shopping centre would be suitable for them; what kind of function and facilities should the centres have; what kind of market strategies and what kind of promotion can induce more customers to visit the centre. I [J1J1IIff According to Arnould, Price and Zinkham (2002), customer behaviours define as individuals or groups acquiring, using, and disposing of products, services, ideas, or experiences. Consumer be haviour also includes the acquisition and use of information.Therefore, communicating with consumers and receiving feedback from them is a crucial part of consumer behaviour of interest to marketers. Consumers may consist of individuals or groups including families, clubs and organizations, purchasing units within corporations, and government departments. Consumer behaviour is the study of human responses to products, services, arid the marketing of products and services. This topic is of considerable importance to marketing managers and marketing researchers because the focus on the consumers is the key contribution of marketing to business practice.Other business function (e. g. , finance, accounting and production) either neglect the consumer or overlook the consumer entirely. Organizations that lose sight of their consumers cannot compete effectively against firms that stay close to their consumers. Managers who really understand their customers develop better products and servi ces, promote their products and services more effectively, and adopt marketing plans and strategies that foster sustainable competitive advantages for their products and services. Furthermore, managers who know their consumers cari reach and satisfy them more efficiently.Such managers are important assets to any organization and are rewarded accordingly (Kardes 2002). The American Marketing Association defines consumer behaviour as â€Å"the dynamic interaction of affect and cognition, behaviour, arid environmental events by which human beings conduct the exchange aspects of their lives. † There are at least three important ideas that pointed out in this definition: (1) consumer behaviour is dynamic; (2) it involves interactions between effect and cognitions, behaviours, and environmental events; and (3) it involves exchanges. The following implications are put forward. 2. 1. 1 namicCnsumer Behaviour Consumer behaviour is dynamic and means individual consumers, consumers grou ps, and society at ‘arge are constantly changing and evolving across time. 2. 1. 2 Interaction It means that to understand consumers and develop superior marketing strategies, we must understand what they think (cognitions) and feel (effect), what they do (behaviour, and the things and places (environmental) that influence and are 7 influenced by what consumers think, feel, and do. 2. 1. 3 Exchanges These make the definition of consumer behaviour consistent with current definitions of marketing that also emphasize exchange.In fact, the role of marketing is to create exchanges with consumers by formulating and implementing marketing strategies (Peter and Olson, i 993). 2. 2 Why People GoShopping Why do people do the things they do? More specifically, why do they buy and consume the products, services, experiences, and brands they do? People always mention that when they are feeling low or want to reward themselves by shopping, and shopping can be interpreted as a pleasure or a self-gift. The role of shopping and purchasing has taken on dramatic new meaning and trend to be a recreational shopping.The modem, self-enclosed shopping centre in all its variant forms has become a site to which consumers make frequent visits to satisfy a wide variety of needs including those aesthetic enjoyment, problem solving, and personal display. These trends lead the emergence of the largest shopping centre such as Disney World, Universal Studios, and the like. Such shopping centres provide retail environments combine in shopping and entertainment. Going shopping is a major source of relaxation as well as a household chore. [:1 When people realize that a good store exposed the greatest portion of its goods to he greatest number of its shoppers for the longest period of time, which put its merchandise in the path and the field of vision in a way that invites people for consideration. We're all aware of how shopping means different things to different people at different times . We use shopping as therapy, reward, bribery, pastime, as an excuse to get out of the house, as a way to troll for potentia' loved ones, as entertainment, as a forni of education or even workshop, as a way to kill time. There are compulsive shoppers doing serious damage to their bank accounts and credit ratings, who use shopping as a cry for help (Underhil, i 999, p. 5-96). People going to shopping centres as all new modem shopping centres provide leisure spaces and varies facilities such as mini cinema, indoor family games stores and funfafr style shops. In addition, the enclosed environment, controlled climate, patrol of centre's security guards and the promotion events give customers a feeling of warmth, safety, comfort and satisfaction. In addition, people going shopping can be broadly divided into three categories, they visit the supermarket to buy household chores; occasional visits the regional shopping centre to buy fashion goods, elecirical app1iances and recently shopping centre as place for people gathering together and enjoy of fun. As Beddington stated in i 99 1 that shopping is a primary human activity in which almost every individual in civilized society Building and services for takes part, inevitably almost daily. shopping are as closely related to housing as those for education, health, administration and entertainment. Bund1in of products, product components, and services is an important consideration for manufacturers, retailers, and service providers bringing their goods and services to market. Bundling typically takes one or two forms: pure or mixed (Adams and Yellen, i 976).There are four factors that affecting customers' intention to buy product and service. (1) whether the product and service are pure and mixed; (2) the price discounts of a pure goods and service in comparison to the sum of the component of mixed; (3) the functional relationship among the components and (4) number of components. As more and more shopping centres estab lished with the development of property market, it is undeniable that the competition becomes more intense. Also as the economy recession of Hong Kong has not yet fully recovered, customers cautiously evaluate the goods and services when they use their savings, and he anchor product and service that they can obtain as they are become extra pricesensitive. On the other hand,, Shenzhen, a city in mainland China just about one hour from Hong Kong by train, offers attractive entertainment facilities and low- priced retail goods in various shopping complex. To a certain extent, it actually draws much Hong Kong customers away from Hong Kong' s more expensive stores and restaurants. In general, most retail shops inside shopping centres use lo price as its competitive tool to combat competition. It is not difficult to find that shopping malls range from metropolitan to eighborhood emphasize the concept of â€Å"Discount†, † Mega Sale† it is especially obvious in some fest ivals which usually highlight the provision of ‘crazy sa1e during festival. As a result, the provision of discount become a general practice to marketers and become a norm to shoppers. Without the benefit of discount, customers are more Likely to delay their consumption or shift to others stores with the provision of discount. Thus, it is not a long-term measure to combat competition. Ji}! iIU1iIk') tii flhlTi In the past, daily products such as provisions, wet foods are gathered in market; atching movie, shopping, entertainment, games and shopping are located in different places, performed at different times for specific people. Recently, the new modem shopping centres are characterised by new spatial form including leisure and consumption activities at the same place for different people. Centres are all modem and well-managed, together with special layout to attract tenants and customers. Many centres adopt the policy of encouraging independent and specialist outlets to pro vide more choices and lower price for the customers.The concept of tenant mix is widely used is shopping management, it provides a one-stop services for the customers, so that customers can obtain their needs in one trip. In addition, the centre is also provided security patrol system, cleaning 11 service, temperature controlled and the promotion events, customers can enjoy their life here in the enclosed environment, make them feel warmth, comfort, safety and satisfaction. Furthermore, people are looked busier; they would like to save their shopping time and use for entertainment and pursuit of personal interest and other leisure time activities.Nowadays, people are more enjoy the largest one-shop shopping centres, which providing them convenient and efficient shopping. In order to attract more customers visiting the shopping centre, shopping centre not only providing convenient and efficient shopping for customers, it also develop as a place for leisure activities and create parti cular themes to upgrade their ability to competition. Recently, there has been a trend for developer to provide mini cinemas, indoor family games stores, funfair style shops and food courts inside the shopping centre. Therefore, customers regard as part of their life or entertainment and enjoyment of their leisure time, this lead to increasing the pedestrian flow. In order to attract more pedestrian flow, developer recognized that some of the customers are only spent their leisure time in the centre without any purchasing. However, the large of pedestrian flow will induce investors and tenants to invest in the shopping centres, in which with recreational, entertainment and extra facilities. Finally, shoppers like to visit shopping centre when shopping promotion is held. As lifestyle of Hong Kong people is so excited, more and more shoppers strive for he feeling of relaxation during their weekends or holidays with families and 12 friends. They usually prefer to spend a day at shoppin g centre, which can provide one-stop services. 2. 5 Goal and Characteristic of CuMomer Women shop not out of devotional love for family members, and their shopping behaviours is an investment in their families and relationships with family members. Purchasers are rationalized not in terms of what was spent, but in terms of savings and thrift. The savings and thrift generated through shopping then constitute funds that can be given to dependents and descendents (Price, Arnould, Zirikhan, 2002). 6 Conceptual Mxle1s and Customer Characteristics In the following, the major ideas from and models derived by Huff, Timmerman, Sheth, Lindquist and Wee be briefly discussed. 2. 6. 1 Huff's Topological Model (1960) It attempts to derive simple deductive models of consumer spatial behaviour and cognition, Potter (1982) considers that one ofthe landmarks was the graph theoretical or topological model of consumers space preferences developed by Huff(1960) (McGoldrick, Peter J, and Thompson, Mark G . (1992, p. 46)).According to Huff, consumer spatial behaviour was determined by the interaction of three systems; the value, behaviour-space perception and movement imagery. These refer to (i) the geographical location of the consumer of the consumer and his/her personal traits; (ii) the perceived characteristics of the retail outlet; and (iii) the perceive and objective features 13 of the transport network and the mode of travel. 2. 6. 2 Timmermans' ConceptiialModel (1982) The model suggests that the decision problem such as the type of goods to be bought, together with the consumers value system, information levels, etc. , efines a set of decision criteria for the consumer which conditions the perception of the objective physical environment containing all potential outlets (McGoldrick, Peter J, and Thompson, Mark G. (1992, p. 47)). The decision making process makes this model involves an evaluation of each destination, base on the rating to evaluate attributes and Timmerman assu mes that consumer will chose their the destination with the highest scale value. In addition, he further points out that familiarity with the various shopping opportunities and whether they are within reasonable travel time are two important factors in this respect. . 6. 3 Sheth's integrative theory Sheth formulates a theory of shopping behaviour and a theory of shopping preference. A theory of shopping behaviour includes four types of unexpected events can intervene between preference and behaviour, such as events occur between the time and place when shopping preference and intentions are established and when actual shopping behaviour takes place (McGoldrick, Peter J and Thompson, Mark G. (1992, p. 47)). Sheth further postulated three basic constructions interact to determine a shopper' s preference or shopping predisposition. 14 2. 6. 3. Choice calculus Sheth used three systems such as sequential, dominant and tradeoff as the first construct by which consumers may match their sho pping motives with their shopping operation. In which sequential calculus eliminated shopping options that do not satisfy this motive until all shopping motives have been utilized. Tradeoff calculus involves the evaluation of each shopping option on aU shopping motives simulianeously to obtain an overall acceptability score. Finally, dominant calculus evaluates each shopping option only on the most impor. ant shopping motive. 2. 6. 3. 2 SlmppingmotivesShopping motives refer to shopper's needs and wants related to the choice that shoppers looking for. In 1983, Sheth provided a distinction between functional needs and non-functional needs; functional need is the shoppers need for the low prices or some products such as food, and non-functional need is the shoppers want to shop just for relieve boredom or some products such as clothes. In addition, Sheth mentioned that personal values, social values and epistemic values influence shopper's shopping motives. He further mentioned that sp ecial products also can influence shopper' s motives. 2. 6. 3. Shopping option According to Sheth, shopping options are determined by three market factors such as location, retail structure and positing/image. 15 2. 6. 4 Lindguist (1974-1975) Store image attributes groupings (McGoldrick, Peter J, and Thompson, Mark G. (1992, p. 59)). In this mode1 it describes nine store image attributes, which contributes to image formation or to favourable/unfavourable consumer attitudes towards outlets of various types. 2. 7 Shopping Centre Image Attributes AccordIng to Wee (1986) a basket of 27 attributes was worked out though an examination of coefficient alpha values.It was thought to adequately represent the domain of shopping centre image. By grouping the 27 attributes into different categories, 8 major factors of the customers towards store image are come out for ease analysis. Detail ofthe factor analysis is as follows:- Factor 1: Recreational Experience According to Wee, this factor accou nts for 3 1 . 2% of the variance and incorporates most of the â€Å"activity oriented†. These are, in descending order of leadings, a place to spend time, an â€Å"in place† to go, a place to go when the weather is bad, a place to take children and a place to eat or drink. Two feature related variables, ecor and spaciousness, also lead significantly and are consistent with this interpretation. Factor 2: JJr Friendliness This label was chosen to describe the group of variables loading with factor 2. Most of these attributes are features, which make the centre an easier and more 16 pleasant place to use. These attributes that are unique to this factor are the helpfulness of store staff, friendliness of the atmosphere, standard of security, toilet facilIties, seating area and air condoning. The two other attributes, place to eat or drink and a place to take children, load higher with factor i.Factor3: Stores It comprises the four attributes relating to stores at the cente r, rather than the centre itself. These rated the choice of major stores, the variety of stores, the product selection available within the stores and the general quality ofthe stores. Factor 4: Quality of Environment It combines the four attributes relating to the appearance and design of the centre, namely, cleanliness, lighting, spaciousness and decor. Factor 5: Ease ofUse by Car It represents the level of accessibility to car users, who tend to be in the majority at this centre. t is possibly surprising that layout loaded within this factor, rather than factor 2 or 4. This could suggest that the layout of at very large centre is associated more strongly with accessibility than with the internal feature of the centre. Factor6: Others Factor 6 was labeled â€Å"crowding† incorporating the level of crowds and the number of undesirable characters. Factor 7, labeled â€Å"ease of use by bus† combines the opening hours and access by bus; this provides a reminder that ope ning hours are, 17 in effect one element of accessibility. Only on attribute loads significantly ithin factor 8, the general leveL of prices. In this essay, survey will be conducted by using some attributes, which are mentioned above, for the analysis of the consumer behaviour of Whampoa. 18 3. What is a â€Å"SltoppingCentre†? The use of the world â€Å"mall† to describe a pedestrianised shopping street almost certainly originated in North America in ari effort to convey a greater sense of space, quality and elegance than is normally associated with an arcade. Malls are usually covered and wide enough to provide a central area for planting, seating, fountains and other furniture.Although shops fronting an arcade are usually smaller than those in a shopping mall, the basic difference between a mall and an arcade lies not in the types of shops found in them but in the volume of space between the frontages (Northen and Flaskoll 1977). The shopping centre is distinct from other forms of commercial retail development. It is a specialized, commercial land use and building type, which today is found throughout the world but until the late 1 970s thrived primarily in America suburbia, occurring only rarely in downtowns or rural areas. Over the years, it has been ransformed from a suburban concept to one with much broader and varies applications (Shopping Centre Development Handbook). According to Urban Land Institutes (1990), shopping centre is defined as â€Å"A group of commercial establishments, planned, developed, owned, arid managed as a unit related in location, size and type of shops to the trade area it serves; it provides on-site parking in definite relationship to the types and sizes ofthe store (James (1993, p. 3)). Recently, Urban Land Institutes has redefmed this definition so that a shopping centre must have a minimum of three commercial establishments, and, in the case of urban 9 shopping centres, their on-site parking needs may be relat ed not only to the types and sizes of the stores but also to the availability of of-site parkings and alternate means of access (Shopping Centre Development Handbook). However, it is not easy to derive a universally accepted definition of shopping centre because of several reasons. Shopping centres range in size from a very few shops to those with hundred number of shops, offering a full range of shopping provisions including large department stores, restaurants, supermarkets, entertainment facilities and parking spaces as well. 3. 1 The Principle ola ShopphigCentreThe successful of a shopping centre depends on many factors such as design and layout, its locatIon, its catehment areas, the way the business is run by the shop traders and whether there is any competition within the vicinity. ! Before constructing of the shopping centre, developer should understand the position of the centre in order to avoid competition with other centres The centre will depend on the size and the popu lation to classify as community shopping centre or regional shopping centre. Also it will depend on the location that the transport can be reached together with visiting carparks.Then, developers should identify the role and function, and choose the most 20 suitable theme and target groups of retailers and shoppers. For any type of shopping centre will play different role and provide different goods and services to the specified catchment population. A good shopping centre requires to strength its image by special features and good facilities. 3. 1. 2 Locationnfa Shopping Centre Location is one of the paramount important elements for a shopping centre, accessibility and visibility should be taken into account. The best location for a shopping centre should e located at strategic location in well-developed district such as area close to railway stations or any transport interchanges. Retailers will decide to run their business as high visibility and easy accessibility of a shopping c entre will increase the pedestrian flow; also shoppers from other districts will be attracted to this centre. 3. 1. 3 Catchment Area To defme the catchment area is one of the major factors affecting the success of a shopping centre, developer should understand the needs of customers, and tailor-made the design and different type of shopping centre will have different criteria for catchment area. . 1. 4 Accessibility and Interlink The key to a successnul shopping centre plan is to attracted more pedestrians as they are potential shoppers. The greater the concentration, the better the shops will be run their business. The City Plaza at Taikoo Shing and New Town Plaza in Shatin, pedestrians have passed through the shopping centre; 2! the provision of covered footbridge linking to all shopping centres is an example of diverting the pedestrian flow. The more time the shoppers stayed in the shopping centre, the more chance they spend.The trades of the retailers must make special arrangeme nt, so that shoppers visit all parts of the shopping centre will not feel tired and lose their interest. 3. 1. 5 Ten ant Mix Selection of well-known brand names and anchor tenants is critical to strengthen the centre and appeal to others as pulling effect may be result by such tenant. It can also attract shoppers to visit all parts of the centre and maximize the attraction ofprospective customers. However, the routing of centre should be well designed and balanced for all retailers.The success of a shopping centre may rely on proper designation of trades in its appropriate locations to create pedestrian flow to induce shoppers. In addition, a trade balance is also good for a shopping centre. Apart from catering the local needs, anchor tenants may attract more shoppers. Major tenants such as department stores, supermarkets, large Chinese and Western restaurants, chain stores and entertainment facilities such as iceskate field and cinemas. Beside the desigiated trades, some criterion for different trades should be considered. a) licensing requirements such as food premises require the provision of drainage, extra water supply and exhaust arrangement; (b) eleclricity supply for fast food shop and large consumption of electricity imdes; 22 (e) air conditioning for some trades require addition cold water and (d) floor loading will be considered for some trades that require installing heavy machines. 3. 1. 6 DecoratiGn hi order to attract tenants running their business in the shopping centre, the decorations should be glamour and attractive to induce potential and anchor raders. The layout of the shopping centre is a key factor in patronage and increasing the business promising. In addition, it is also ensured that customers could be convenient and easy to follow the route; the signages are easily to identify, so that to attract them from one end to the others, and from the first floor to the second, third and up to the fourth floor, etc. Furthermore, any dead-end t o be avoided, and harmony standard in design and layout of the shopping centre should be included the design of the shopfront entrances and finishes. . 1. 7 Sliopfront Standard glass panels are installed in the front of each shop, which enable tenants to display their products or demonstrate the services to be provided in order to attract customers. To maintain a continuity and uniformity of the shopfront, all tenants are requested to make use of the metal facade above the glass panels to place their trade name and logo. 3. 1. 8 Entrances The entrances for a shopping centre must be as attractive as possible; locations 23 must be at a concentration of pedestrian flow.In addition, a successful shopping centre should provide enough customers flow especially in peak hour and season, and each entrance should be conspicuous and brig1t enough to draw attention of the pedestrians arid passers-by. It also is as wide or grand a possible so as to produce an elegant or classic image in order to impress both tenants and shoppers. A narrow entrance gives an unpleasant outlook and is unattractive. 3. 1. 9 Finishes The finishes should make customers feel comfortable, in which colour should be consistent with the theme of the shopping centre.The external wail facade of the shopping centre should be furnished with pink and yellow tiles together with tempered glass glazing, in which light coloured materials could brighten up the appearance of the shopping centre. For internal wall facade with the corridors, mirrors should be installed on the wall. It makes customers feel more comfortable as space in the corridor looks like ‘arger. In addition, in the prominent places, the wall should be covered by stainless steel, porcelain enamel or coated metal cladding. Furthermore, floors could be applied ceramic tiles and granite tiles in the open areas.However, for those areas in the centre of the shopping centre could pave granite slab and polished homogenous tiles to upgrade the sh opping centre. Finally, the false ceiling with light trough could be covered the ceiling. 3. 1. 10 Signage System In order to direct pedestrian flow and strengthen the identity of the shopping 24 centre, a sizable name of the shopping centre with logo should be placed in the external wall; in which is easy eye-catching for the customers. In addition, an external advertising paniel for anchor tenants should be installed on the Mall facade the main street.Furthermore, name of the tenants is shown in each floor together with a guide map, directories showing each tenant at each floor on the wall near the escalators and staircases. Main directories showing tenants under different trade groups can be installed at the main access to facilities customers to identify and locate specified trade more easily. However, restriction must also be imposed on the size, colour and method of illuminating the signboards so as to obtain a better appearance as a whole. The amount of wording used and the s ize of lettering should be strictly controlled. . 1. 11 Marketing Marketing in which plays an Important role In the retailing business. the chief target is provided a pleasant environment for the customers to spend their money, while tenants to promote their sales. The duty ofthe marketing people must realize that the aggressive advertising and promotion campaigns required huge amounts to pay for such activities. In addition, the on-going market analysis to explore the ever changing of market conditions, customers' behaviours, purchasing power, attitude, social taste and trend should be studied to adapt the change.Market exposure is an important to gain the latest market intelligence, so that pro-active strategies could be formulated to strike for survival and expansion. 3. 1. 12 Management 25 A successful centre can also be attributed to an efficient and effective management; management a centre is a challenging role that requires all ski11s knowledge of a professional Management C ompany. From the shop tenants' point of view, they desire reasonable profits, while from the customers' point of view; they expect an attractive, comfortable and constant flow of traders.Due to face with ever changing environment, high expectation from the tenants and customers, and the competitiveness in the vicinity, it is essential that effective and efficient management together with innovative marketing concepts should be adapted. 3. 1. 13 Promotion The centre should be designed to strengthen promotional and publicity activities with an aim to draw the public's awareness to generate traffic and patronage, so as to create additional sales. More creative and innovative promotion activities, free coupons for shopping arid particular prize winning events will be introduced.In additIon variety show features and popular artists will be invited during holIdays. Promotion campaign will include: to work out promotional programmes schedules to be linked with the theme of the centre; to a rrange seasonal and festival decorations; to issue shopping guide, display panels and newsletter; to maintain a web site to publicize information and activities relating to the Mall; arid arrange gatherings and meetings with shop tenants, district Councils and community groups. oT;u) ifs] s] sjflfl 26 Much of the impetus for shopping centre development came from USA and by the id-1950s; three main types of shopping centre had been recognized by developers, architects, plamiers and geographers (Dawson 1983). Shopping centres were originally divided into three principal types – neighbourhood, community and regional; recently, the development of specialized markets opportunity, numerous types of shopping centres have evolved. The acceptance of this three-fold classification has become one of the established truths of modern urban geography and remained in common use despite the subsequent development ofmany centres which clearly do not fit any ofthe three ategories. The classifi cation has become less meaningnzl because there are increases in the numbers of centres arid the irmovations in tenant policy design, location and development practices (Dawson 1983). The increase in hybrid shopping centre makes the types of shopping centres difficult to distinguish; therefore the major tenant classifications and to a lesser extent the centre size and trade area determinate the type of centre. 4_ ff1rf ;i;rn; i The neighbourhood shopping centres provide for the sale of convenience goods such as food, drugs, sundries and personal services.This centre is usually based on a supermarket and covers a wide range of convenience goods including personal services such as laundry, dry cleaning and shoe repairs. It serves a localized catchment population less than 50,000. (Planning Department, 2001). It provides convenience goods and services which 27 consumers needs immediately and frequently. Shoppers as a rule find it most convenient to buy such goods and services near home or near workplace. Majority ofthis shopping centre is located in public housing estates. Most are less than 30,000-100,000 square feet (Shopping Centre DevelopmentHandbook, 1999). Typical Gross Leasable area is 50,000 square feet. Shopping centres locate in public and private housing estates are typical example such as Metiopolis Plaza locates at Sheung Shui near the Kowloon Canton Railway. The shopping arcade is on level I and 2 just underneath the three domestic blocks, with 60 shops of a total rentable area of 56,433 square feet. There are 129 private car and i i 9 bicycle parking spaces respectively. The centre is also accessible by public bus, public light bus and taxi, In addition, there are 22 lorry carpark spaces and 2 cargo lifts for loading and unloading.Between level i and 2, there are 2 escalators for customers. The centre is satisfied for local residents' need as it includes food & beverage shops, convenience shops, boutique shops, shoes and leather shops, electrical a ppliance shops and others. 3. 2. 2 The Crnmnunity Shopping Centre Community shopping centre is built around a small department store or variety stores as anchor tenant. In addition to a supermarket provides convenience goods and offers a wide range of comparison goods and personal services. It usually locates in new town centre with convenient transportation network and erves a catehment population of about 50,000 to 1,OOOOOO (Planning Department, 2001). The range of the area is 100,000-450,000 square feet (Shopping Centre Development Handbook, 1999). Typical Gross rental area is 28 150,000 square feet. This type of shopping cenfre also offers greater depth and range of merchandise and goods than neighbourhood shopping centre. It provides certain categories of goods, particularly commodities, which are less likely to be found in regional shopping centre. It attracts shoppers through the provision offull range ofshopping faciLities and goods. The maIn attraction ofthis kind f centre is usually the department store or some anchor tenants like ParkN Super Store, McDonald's Restaurant and Maxim's Chinese Restaurant. On the other hand, neighbourhood shopping centres have potential power to be a community shopping centre as their sizes and populations are strong enough to support them, just as some community shopping centre can expand into regional shopping centre. Therefore, the position of community shopping centre is the â€Å"in-between† centre, and it is hard to categorize. Tuen Mun Town Plaza and Shatin New Town Plaza, Telford Garden in Kowloon Bay are categorized as regional shopping centre.Shopping centres in Hong Kong such as Hang Fa Chuen in Chai Wan and City plaza in Taikoo Shing with several residential blocks in the vicinity, are categorized as community centres. 3. 2. 3 The Regional Shopping Cenfre Regional shopping centre usually has one or two full-line department stores, and the size can be range from 300,000 to 900,000 square feet, which can be served more than 150,000 populations. This type of shopping centre is a comparison trading centre, customers are visited on a regularly period or 29 occasional shopping trip to purchase goods such as fashion, shoes, furniture nd electrical appliances; customers usually make the prices comparison before they buy. It usually serves Hong Kong people as a whole. It includes local residents, office people as well as tourists. For example, Landmark at Central, it provides consumer durable goods, personal services as well as entertainment. The catchrnent area of this centre involving into different district areas and serves for large group of population. Shopping centres such as Pacific Place, Landmark, Time Square at Causeway Bay arid Ocean Terminal at Tsim Sha Tsui and Festival Walk that serve for people in different districts. . 2. 4 Specialty Shopping Centre J_n Hong Kong, this kind of shopping centre represents relatively small categories of the market, typical example such as gol den Shopping Centre in Shamshuipo for various types ofcomputer hardware and software. Golden Shopping Arcade is suited at Yen Chow Street and Kwei Lin Street in Shamsbuipo district. It is just a few steps away from the Shamshuipo Mass Transit Railway station, and public buses, public light buses and taxi can also be accessed. There are about 70 shops occupying two levels of the arcade. Beside he retailing shops, there are shops selling computer hardware and software of various brands and models. No matter new and experienced computer users, the arcade attracts them as the centre provides various software and hardware at lower prices. 30 3. 3 The Development f Shopping Centre According to Schiller, i 985, the term of shopping centre is ambiguous in Britain. It can mean either a comprehensive shopping development, as it does it most other countries, or a clustering of traditional shops in a town centre. Town centre can include planned and unplanned retail areas; however shopping centr e is often oosely used to mean a group of shops, which has been designed, planned, developed, owned, marketed and managed as a unit. Shopping centre is a planned assemblage of shop units which may or may not exist as part of sopping district, in which a shopping district can consist oftwo or more shopping centres. In Britain, many town centres has been developed as a shopping centre. According to McGildrick & Thompson, 1991), the massive suburban expansion in the last thirty to forty years has produced the features of urban landscape usually associated with the term â€Å"Shopping Centre†, but the British residential sprawl