Creating Customer Value: General Concept Questions

Chapter 5: Creating Customer Value, Satisfaction, and Loyalty GENERAL CONCEPT QUESTIONS Multiple Choice 1. ________ are adept at building customer relationships, not just products; they are skilled in market engineering, not just product engineering. a. Profit-centered companies b. Customer-centered companies c. Production-centered companies d. Sales-centered companies e. Promotion-centered companies Answer: bPage: 119Difficulty: EasyAACSB: Reflective Thinking 2. The opening vignette on Ritz-Carlton shows that successful marketers are the ones that fully ________. a. understand promotional strategy b. diversify their product line . divorce themselves from a production mentality d. satisfy their customers profitably e. understand the sales concept Answer: dPage: 120Difficulty: Medium AACSB: Reflective Thinking 3. In the modern customer-oriented organizational chart, which of the following is considered to be at the top of the organizational pyramid? a. Sales b. The president c. Front-line people d. Customers e. Middle management Answer: dPage: 121Difficulty: Medium 4. ________ is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives. a. Perceived usefulness . Failure avoidance rate c. Report rating d. Customer-perceived value e. Competitors’ market share rate Answer: dPage: 121Difficulty: Medium AACSB: Analytic Skills 5. Total customer benefit is the perceived monetary value of the bundle of economic, functional, and ________ benefits customers expect from a given market offering. a. psychological b. intangible c. realized d. fabricated e. advertised Answer: aPage: 121Difficulty: HardAACSB: Analytic Skills 6. The bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the given market offering is called the ________. a. rganizational expense ratio b. shopper’s fatigue c. total customer cost d. analysis paralysis e. comparison shopping to comparison buying ratio Answer: cPage: 121Difficulty: MediumAACSB: Analytic Skills 7. In applying a customer’s perceived value to a decision, a seller who is at a disadvantage with respect to customer-perceived value has two alternatives: to increase total customer benefit or ________. a. increase a cash-back bonus b. decrease total customer cost c. lose the sale to the competitor d. advertise more frequently e. offer an extended warranty Answer: bPage: 123Difficulty: MediumAACSB: Analytic Skills 8. The final step of customer value analysis is to ________. a. identify the major attributes and benefits that customers value b. assess the company’s and competitors’ performances on the different customer values against their rated importance c. examine how customers in a specific segment rate the company’s performance against a specific major competitor on an individual attribute or benefit basis d. monitor customer values over time e. assess the quantitative importance of the different attributes and benefits Answer: dPage: 122Difficulty: Medium 9.The ________ consists of the whole cluster of benefits the company promises to deliver; it is more than the core positioning of the offering. a. customer promise b. mission statement c. corporate pledge d. corporate-perceived value e. value proposition Answer: ePage: 123Difficulty: MediumAACSB: Analytic Skills 10. A company’s ________ includes all the experiences the customer will have on the way to obtaining and using the offering. a. value proposition b. value delivery system c. customer-value analysis d. total customer benefit e. total customer cost Answer: bPage: 123Difficulty: EasyAACSB: Analytic Skills 11. Total customer satisfaction is measured based on the relationship of ________. a. anticipated and real performance b. perceived performance and expectation c. advertised outcomes and real outcomes d. past experience and present experience e. customer attitude and salesperson’s attitude Answer: bPage: 124Difficulty: HardAACSB: Reflective Thinking 12. The ultimate goal of the customer-centered firm is ________. a. high customer satisfaction b. high profits c. low costs d. maximum stakeholder satisfaction e. none of the above Answer: ePages: 124–125Difficulty: HardAACSB: Reflective Thinking 13.Buyers form their expectations from all of the following EXCEPT ________. a. past buying experience b. friends and associates advice c. marketers’ information d. competitors’ information e. governmental newsletters Answer: ePage: 125Difficulty: EasyAACSB: Analytic Skills 14. A customer’s decision to be loyal or to defect is the sum of many small encounters with the company. In order for all these small encounters to add up to customer loyalty, many companies, such as Joie de Vivre Hospitality, strive to create ________. a. a reward program b. a comprehensive customer database c. a branded customer experience . strong word-of-mouth promotions e. a top-notch advertising campaign Answer: cPage: 125Difficulty: HardAACSB: Reflective Thinking 15. One key to customer retention is ________. It would be wise for a company to measure this factor frequently. a. heavy promotion b. deep discounts for intermediaries c. to have an ethics officer d. customer satisfaction e. to have customers on the board of directors Answer: dPage: 125Difficulty: MediumAACSB: Reflective Thinking 16. ________ can track customer satisfaction directly and also gauge consumers’ willingness to recommend the company and brand to others. . Periodic surveys b. Mystery shoppers c. Customer loss rates d. Customer focus statements e. All of the above Answer: aPage: 126Difficulty: Medium AACSB: Analytic Skills 17. Studies of customer dissatisfaction show that customers are dissatisfied with their purchases about 25% of the time, but only about ________ complain. a. 1% b. 5% c. 10% d. 15% e. 20% Answer: bPage: 128Difficulty: Hard 18. Of customers who register a complaint, ________. a. the majority will do business with the company again because they are unwilling to dedicate the effort required to find another vendor b. one will do business with the company again c. customers whose complaints are satisfactorily resolved spread more word of mouth than those who continue to be dissatisfied d. the speed of resolution has no impact on the likelihood of repeat business e. between approximately half and three-quarters will do business with the company again if their complaint is resolved Answer: ePage: 129Difficulty: Hard 19. ________ is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs. a. Performance b. Value c. Quality d. Customer retention e. Ð ¡ustomer loyalty Answer: cPage: 129Difficulty: EasyAACSB: Analytic Skills20. Total quality is the key to value creation and customer satisfaction. A marketing manager has several roles to play in a quality-centered company, including ________. a. participating in cross-functional team building b. correctly identifying customers’ needs and requirements c. ensuring costs are adequately controlled during order fulfillment d. setting expectations both internally and externally e. working closely with the sales team to create a dynamic sales message Answer: bPage: 130Difficulty: HardAACSB: Analytic Skills21. The 20–80 rule reflects the idea that ________. a. the top 20% of customers often generate 80% of the company’s profits b. the top 20% of customers are highl y satisfied and 80% of customers will recommend the company to a friend c. 20% of customers are unprofitable, and 80% make up a company’s profits d. 20% of the company’s profits are generated by the top 80% of customers e. any new product offering will be accepted by 20% of the customers immediately, but 80% of the customers will be up for grabs throughout the product’s life cycle Answer: aPage: 130Difficulty: HardAACSB: Analytic Skills22. Most companies have learned that the ________ are often the most profitable because of service expectations and their willingness to pay almost full price. a. large-size customers b. midsize customers c. small-size customers d. niche customers e. target market customers Answer: bPage: 130Difficulty: Medium23. A(n) ________ customer is a person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the company’s cost stream of attracting, selling, and servicing that customer. a . profitable b. semiprofitable c. unprofitable d. niche e. target Answer: aPages: 130–131Difficulty: EasyAACSB: Analytic Skills24. Customer profitability analysis (CPA) is best conducted with the tools of an accounting technique called ________. a. input-output analysis b. factor analysis c. revenue-based costing (RBC) d. activity-based costing (ABC) e. future date costing (FDC) Answer: dPage: 131Difficulty: MediumAACSB: Reflective Thinking25. ________ describes the net present value of the stream of future profits expected over the customer’s lifetime purchases. a. Activity-based costing b. Customer profitability analysis c. Customer value analysis . Customer-perceived value e. Customer lifetime value Answer: ePage: 132Difficulty: Medium AACSB: Analytic Skills26. The aim of customer relationship management (CRM) is to produce high customer ________. a. value b. loyalty c. profitability d. satisfaction e. equity Answer: bPage: 133Difficulty: Medium27. A customer touch point in the airline industry would include an item such as ________. a. reservations b. mechanics’ ability to service the airplanes c. ease of access to the airport d. the value of air travel versus surface transportation e. competency of a travel agent Answer: aPage: 133Difficulty: MediumAACSB: Reflective Thinking28. Customer relationship management enables companies to provide excellent real-time customer service through the effective use of _______. a. reports from mystery shoppers b. survey data from customers who have defected c. market research into overall consumption trends d. individual account information e. demographic trend data Answer: dPage: 135Difficulty: HardAACSB: Reflective Thinking29. All of the following would be among the Peppers and Rogers’s four-step framework for one-to-one marketing that can be adapted to CRM marketing EXCEPT ________. . customizing products, services, and messages to each customer b. interacting with individual customers to l earn their needs c. always offering the lowest price d. differentiating customers in terms of their needs and value to the company e. identifying your prospects and customers Answer: cPage: 135Difficulty: HardAACSB: Analytic Skills30. Winning companies improve the value of their customer base by excelling at each of the following strategies EXCEPT ________. a. retaining all customers regardless of profitability b. reducing the rate of customer defection c. ncreasing the longevity of the customer relationship d. making low-profit customers more profitable or terminating them e. focusing disproportionate efforts on high-value customers Answer: aPage: 136Difficulty: MediumAACSB: Reflective Thinking31. Harley-Davidson sells more than motorcycles and accessories. Its dealerships also sell branded clothing and licensed goods. This expansion of dealership sales offerings is an attempt to increase the value of the customer base by ________. a. reducing the rate of customer defection b. incr easing the longevity of the customer relationship . enhancing the growth potential of each customer through cross-selling d. making low-profit customers more profitable e. terminating low-profit customers Answer: cPage: 136Difficulty: Medium AACSB: Reflective Thinking32. Although actual costs vary from business to business depending on the complexity of the sales process, the most expensive customer acquisition method based on cost per solicitation is ________. a. personal selling b. direct mail c. telemarketing d. banner advertisements e. e-mail Answer: aPage: 137Difficulty: MediumAACSB: Analytic Skills33.Another term for high customer ________ is customer churn. a. retention b. defection c. value d. perception e. belief Answer: bPage: 137Difficulty: EasyAACSB: Analytic Skills34. People with the motivation, ability, and opportunity to make a purchase are known as ________. a. potentials b. advocates c. members d. prospects e. partners Answer: dPage: 137Difficulty: Medium AACSB: Ana lytic Skills35. Customers who enthusiastically recommend the company and its products and services to others are known as ________. a. potentials b. advocates c. members d. prospects e. partners Answer: bPage: 137Difficulty: Medium AACSB: Analytic Skills36. Satisfied customers constitute the company’s ________. a. customer relationship capital b. customer churn c. prospects d. high-value customers e. customer touch points Answer: aPage: 138Difficulty: Medium37. Acquiring new customers can cost ________ times more than satisfying and retaining current customers. a. two b. three c. five d. seven e. 10 Answer: cPage: 138Difficulty: Hard38. All of the following are methods to form strong customer bonds EXCEPT ________. a. creating superior products, services, and experiences for the target market b. aking it easy for customers to reach the appropriate company personnel and express their needs, perceptions, and complaints c. organizing and making accessible a database of informati on on individual customer needs, preferences, contacts, purchase frequency, and satisfaction d. running award programs recognizing outstanding employees e. concentrating the planning and management of the customer satisfaction and retention process within the marketing department Answer: ePage: 138Difficulty: HardAACSB: Reflective Thinking39. When companies provide rewards to customers who buy frequently and in ubstantial amounts, this is referred to as ________. a. benefit programs b. frequency programs c. satisfaction programs d. loyalty programs e. quality programs Answer: bPage: 139Difficulty: EasyAACSB: Analytic Skills40. Typically, ________ gains the most benefit from introducing a frequency program. a. the first company to introduce a frequency program in an industry b. the fast follower, who is second to introduce a frequency program in an industry, c. the industry sales leader d. the niche player in the industry e. the low-cost leader in the industry Answer: aPage: 140Diffi culty: MediumAACSB: Reflective Thinking41. All of the following are CRM imperatives EXCEPT ________. a. acquiring the right customer b. crafting the right value proposition c. instituting the best processes d. motivating employees e. learning to make profits through marginal customers Answer: ePage: 141Difficulty: HardAACSB: Analytic Skills42. CRM technology can help motivate employees by ________. a. analyzing customer revenue and cost data to identify current and future high-value customers b. better targeting the company’s direct marketing efforts c. racking customer-service satisfaction levels d. aligning employee incentives and metrics e. developing new pricing models Answer: dPage: 141Difficulty: Hard AACSB: Reflective Thinking43. According to Stanford’s business guru Jeffery Pfeffer, â€Å"the best companies build cultures in which frontline people ________. † a. can refer serious problems to senior management b. have strictly limited freedom to deviate f rom standard operating procedures c. are also consumers of the company’s products d. are empowered to do what’s needed to take care of the customer e. ive in the communities they serve Answer: dPage: 142Difficulty: Medium AACSB: Reflective Thinking44. An organized collection of comprehensive information about individual customers or prospects that is current, accessible, and actionable for such marketing purposes as lead generation, lead qualification, sale of a product or service, or maintenance of customer relationships is called ________. a. a customer database b. a customer mail list c. target market segments d. customer segments e. relationship markets Answer: aPages: 142–143Difficulty: MediumAACSB: Analytic Skills45.The process of building, maintaining, and using customer databases and other databases for the purpose of contacting, transacting, and building customer relationships is called ________. a. data warehousing b. datamining c. database marketing d . custom marketing e. electronic marketing Answer: cPage: 143Difficulty: EasyAACSB: Analytic Skills46. A _____________ is simply a set of names, addresses, and telephone numbers. a. customer database b. customer mailing list c. call-waiting list d. psychographic list e. demographic list Answer: bPage: 143Difficulty: Easy47. A customer database should contain all of the following EXCEPT ________. a. customer’s past purchases b. demographics c. psychographics d. mediagraphics e. an assessment of competitive strengths and weaknesses Answer: ePage: 143Difficulty: MediumAACSB: Reflective Skills48. A ________ would contain such items as past volumes, prices, profits, buyer, status of current contacts, and an assessment of competitive strengths and weaknesses. a. customer mailing list b. contact list c. customer database d. business database e. general corporate database Answer: dPage: 143Difficulty: EasyAACSB: Analytic Skills49. Savvy companies are capturing information every time a customer comes into contact with any of its departments. As a marketing manager all of the following would be available customer touch points for your consideration EXCEPT ________. a. a customer purchase b. an online query c. a mail-in rebate card d. an ad run on a national television network e. a customer-requested service call Answer: dPage: 143Difficulty: Medium50. Using his company’s ________ lets a telemarketer respond to customer inquiries more effectively because he or she can see a total picture of the customer relationship. a. data warehouse b. call back list c. call rejection list d. corporate database e. Better Business Bureau contacts Answer: aPage: 143Difficulty: Medium51. Through ________, marketing statisticians can extract useful information about individuals, trends, and segments from the mass of data. a. data accumulation b. target market information supplied by the government c. datamining d. data management e. data marketing Answer: cPage: 143Difficulty : MediumAACSB: Analytic Skills52. ________ involves the use of sophisticated statistical and mathematical techniques such as cluster analysis, automatic interaction detection, predictive modeling, and neural networking. a. Data management b. Data marketing c. Target market analysis d. Data accumulation e. Datamining Answer: ePage: 143Difficulty: MediumAACSB: Analytic Skills53. In general, companies can use their databases in all of the following ways EXCEPT ________. a. to predict competitive strategies and plans b. to identify prospects c. to decide which customers should receive a particular offer d. to deepen customer loyalty e. to avoid serious customer mistakes Answer: aPages: 143–145Difficulty: MediumAACSB: Analytic Skills54. Susan Lefferts’ company advertises widely. Ms. Lefferts uses business reply cards attached to her company’s magazine ads to build her company’s database. In which of the following ways would Ms. Lefferts most likely use the dat abase? a. To deepen customer loyalty b. To reactivate customer purchases c. To avoid serious customer mistakes d. To determine if up-selling is appropriate e. To identify prospects Answer: ePage: 143Difficulty: HardAACSB: Reflective Thinking55. Phil Langston has just ordered a number of expensive executive gifts that he will be sending as an appreciation token to a select few customers from his client database. In which of the following ways is Mr. Langston most likely using his database? a. To identify prospects b. To decide which customers should receive a new sales offer c. To deepen customer loyalty . To avoid serious customer mistakes e. To beat the competition to a sale Answer: cPage: 145Difficulty: MediumAACSB: Reflective Thinking56. Royal Caribbean uses its ________ to offer spur-of-the-moment cruise packages to fill all the berths on its ships. It focuses on retired people and single people because they are more able to make quick commitments. a. advertising b. database c. mail catalogs d. public relations department e. radio advertising Answer: bPage: 145Difficulty: Easy57. Which of the following is considered to be one of the four problems that can deter a firm from using CRM (customer relationship marketing)? . Competitors can often hack into CRM systems. b. Building and maintaining a customer database requires a large investment. c. It is very difficult to find and train database employees. d. Long-term results of such systems are still unproven. e. Focusing too much on databases separates a company from its customers. Answer: bPage: 145Difficulty: MediumAACSB: Reflective Thinking58. Building a database would not be worthwhile for a company in all of the following cases EXCEPT ________. a. where the product is a one-in-a-lifetime purchase b. where customers show little loyalty to a brand c. here the company already has an above average relationship with its customers d. where the unit sale is very small e. where the cost of gathering the informati on is too high Answer: cPages: 145–146Difficulty: Hard59. All of the following are examples of the perils of CRM EXCEPT ________. a. implementing CRM before creating a customer strategy b. the enormous cost that might eventually drain significant profits from the organization c. rolling out CRM before changing the organization to match d. assuming more CRM technology is better e. stalking, not wooing, customers Answer: bPage: 146Difficulty: Medium60.Marketers from which of the following are most likely to use database marketing? a. An airline b. A candy bar manufacturer c. A grand piano maker d. A toothpaste manufacturer e. None of the above would use database marketing. Answer: aPage: 146Difficulty: Medium AACSB: Reflective Thinking True/False61. Managers who believe the customer is the company’s only true â€Å"profit center† consider the traditional organization chart to be obsolete. Answer: TruePage: 120Difficulty: Easy62. The modern customer-oriented organi zation chart places top management at the top of the pyramid as long as they can think like consumers. Answer: FalsePage: 120Difficulty: Medium AACSB: Reflective Thinking63. There are two determinates of customer-perceived value: total customer benefit and total customer cost. Answer: TruePage: 121Difficulty: Medium AACSB: Analytic Skills64. Customer-perceived value is the perceived monetary value of all the purchases a customer makes on an annual basis. Answer: FalsePage: 121Difficulty: Medium AACSB: Analytic Skills65. Consumers tend to be value maximizes—they estimate which offer will deliver the most perceived value and act on it. Answer: TruePage: 121Difficulty: Easy AACSB: Analytic Skills66. At the heart of a good value delivery system is a set of core business processes that help to deliver distinctive customer value. Answer: TruePage: 123Difficulty: Hard AACSB: Analytic Skills67. Professional buyers and purchasing agents operate under various constraints and occasional ly make choices that give more weight to their personal benefit than to the company’s benefit. Answer: TruePage: 123Difficulty: Medium AACSB: Reflective Thinking68. The value proposition is stated in the price of a product and readily recognized by the average consumer. Answer: FalsePage: 123Difficulty: Medium AACSB: Analytic Skills69. The value delivery system includes all the experiences the customer will have on the way to obtaining and using the offering. Answer: TruePage: 123Difficulty: Medium AACSB: Analytic Skills70. For a consumer to be delighted with a product or service he or she must perceive that performance exceeds expectations. Answer: TruePage: 124Difficulty: Easy AACSB: Analytic Skills71. The ultimate goal of the customer-centered firm is to create high customer satisfaction. Answer: FalsePage: 124Difficulty: Hard AACSB: Reflective Thinking72.One key to customer retention is customer satisfaction. Answer: TruePage: 125Difficulty: Easy73. Consumers’ expe ctations result exclusively from past buying experiences. Answer: FalsePage: 125Difficulty: Medium74. A highly satisfied customer generally stays loyal longer, pays less attention to competing brands, and is less sensitive to price. Answer: TruePage: 125Difficulty: Medium75. Price perception is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs. Answer: FalsePage: 129Difficulty: Medium AACSB: Analytic Skills76. Conformance quality and performance quality is essentially the same thing in a marketing sense. Answer: FalsePage: 129Difficulty: Medium AACSB: Analytic Skills77. Two products with very different performance qualities can have the same conformance quality if both products deliver their respective promised quality. Answer: TruePage: 129Difficulty: Hard AACSB: Analytic Skills78. Marketers have found that pricing plays the most essential role in defining and delivering high-quality goods and services t o target customers. Answer: FalsePage: 130Difficulty: Easy AACSB: Reflective Thinking79.The midsize customers for most organizations receive good service, pay nearly full price for the products and services they purchase, and are often the most profitable. Answer: TruePage: 130Difficulty: Medium AACSB: Reflective Thinking80. A profitable customer is a person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the company’s cost stream of attracting, selling, and servicing the customer. Answer: TruePages: 130–131Difficulty: Medium AACSB: Analytic Skills81. The best thing a company can do in the face of company mistakes is to discourage the customer from complaining. Answer: FalsePage: 129Difficulty: Easy AACSB: Reflective Thinking82. Quality is the key to value creation and customer satisfaction. Answer: TruePage: 130Difficulty: Medium83. The least profitable 10% to 20% of customers can reduce profits by 50% to 200% per acc ount. Answer: TruePage: 130Difficulty: Medium AACSB: Analytic Skills84. Most companies measure customer satisfaction and individual customer profitability. Answer: FalsePage: 131Difficulty: Medium85. Unprofitable customers who defect to a competitor should be encouraged to do so. Answer: TruePage: 131Difficulty: Medium AACSB: Reflective Thinking86. Customer profitability analysis (CPA) is best conducted with the tools of an accounting technique called activity-based costing (ABC). Answer: TruePage: 131Difficulty: Medium87. According to customer profitability analysis (CPA), platinum customers spend the most money with the organization, thereby making them valuable. Answer: FalsePage: 131Difficulty: Hard AACSB: Analytic Skills88. Customer lifetime value (CLV) describes the net present value of the stream of future profits expected over the customer’s lifetime purchases. Answer: TruePage: 132Difficulty: Medium AACSB: Analytic Skills89. A good illustration of a personal touch in the hotel business would be if the hotel employees (e. g. , registration, maid service, et cetera) call a guest by his or her name. Answer: TruePage: 133Difficulty: Easy AACSB: Reflective Thinking90. A customer touch point is the time when the customer makes a purchase. Answer: FalsePage: 133Difficulty: Medium AACSB: Analytic Skills91. The aim of customer relationship management is to keep the costs of meeting and tracking consumers as low as possible. Answer: FalsePage: 133Difficulty: Medium AACSB: Reflective Thinking92.All companies should practice one-to-one marketing. Answer: FalsePage: 135Difficulty: Medium93. A key driver of shareholder value is the aggregate value of the customer base. Answer: TruePage: 136Difficulty: Medium94. Customer churn is how rapidly a store can move customers through its checkout facility or process. Answer: FalsePage: 137Difficulty: Medium95. The average company loses 25% of its customers each year. Answer: FalsePage: 138Difficulty: HardAACSB: Analy tic Skills96. A customer database is simply a listing of a customer’s name, address, and phone number for credit reference.Answer: FalsePages: 142–143Difficulty: Easy97. It’s often easier to reattract ex-customers (because the company knows their names and histories) than to find new ones. Answer: TruePage: 142Difficulty: Medium AACSB: Reflective Thinking98. Cluster analysis is a good example of a statistical technique that might be employed in datamining. Answer: TruePage: 143Difficulty: MediumAACSB: Analytic Skills99. It always costs less to serve loyal customers than to attract new ones. Answer: FalsePage: 146Difficulty: Medium AACSB: Analytic Skills100.Database marketing is most frequently used by business marketers and service providers (hotels, banks, airlines, and insurance, credit card, and telephone companies) that normally and easily collect a lot of customer data. Answer: TruePage: 146Difficulty: Medium Essay101. Compare and contrast the traditional o rganization chart for an organization against the modern customer-oriented organization chart. Suggested Answer: For a visual comparison, see Figure 5. 1. With respect to a written description, students should note that the modern customer-oriented organization chart is inverted (see the traditional model [e. g. top management—middle management—frontline people—customers]). Customers are at the top, followed by frontline people, then middle management, and, lastly, top management. Students might also provide some discussion on why the inversion is beneficial. Pages: 120–121Difficulty: Medium AACSB: Analytic Skills102. Provide a customer-centered definition of the term quality. Suggested Answer: Quality is the totality of features and characteristics of a product or service that bear on the ability to satisfy stated or implied needs. This is clearly a customer-centered definition. Page: 129Difficulty: Easy AACSB: Reflective Thinking103.Differentiate betwee n performance quality and conformance quality. Give an example of two products that have different performance quality but are of equal conformance quality. Suggested Answer: Performance quality is the quality of the product’s attributes. Conformance quality is the extent to which the product delivers the performance quality promised to consumers. A Lexus provides higher performance quality than a Hyundai: The Lexus rides smoother, goes faster, and lasts longer. Yet both would deliver the same conformance quality if both delivered their respective promised quality. Page: 129Difficulty: Hard AACSB: Analytic Skills104. The case for maximizing long-term customer profitability is captured in the concept of customer lifetime value. How is customer lifetime value calculated? Suggested Answer: Customer lifetime value describes the net present value of the stream of future profits expected over the customer’s lifetime purchases. The company must subtract from its expected reve nues the expected costs of attracting, selling, and servicing the account for that customer, applying the appropriate discount rate (depending on cost of capital and risk attitudes). Page: 132Difficulty: Hard AACSB: Analytic Skills105.Peppers and Rogers outline a four-step framework for one-to-one marketing that can be adapted to CRM marketing. What are those four steps? Suggested Answer: The four steps are: (1) Identify your prospects and customers; (2) differentiate customers in terms of their needs and their value to your company; (3) interact with individual customers to improve your knowledge about their individual needs and to build stronger relationships; and (4) customize products, services, and messages to each customer. Page: 135Difficulty: Hard AACSB: Analytic Skills106. A key driver of shareholder value is the aggregate value of the customer base. Identify the five strategies employed by winning companies to improve the value of their customer base. Suggested Answer: Win ning companies improve the value of their customer base by excelling at the following five strategies: (1) reducing the rate of customer defection; (2) increasing the longevity of the customer relationship; (3) enhancing the growth potential of each customer through â€Å"share-of-wallet,† cross-selling, and up-selling; (4) making low-profit customers more profitable or terminating them; and (5) focusing disproportionate effort on high-value customers. Page: 136Difficulty: Hard AACSB: Reflective Thinking107. Today, companies are increasingly concerned about customer defection. There are three main steps a company can take to reduce the defection rate. Characterize those three steps. Suggested Answer: The three steps are: (1) The company must define and measure its retention rate; (2) the company must distinguish the causes of customer attrition and identify those that can be managed better; and (3) the company must compare the lost profit equal to the customer lifetime value from a lost customer to the costs to reduce the defection rate. Page: 137Difficulty: Hard AACSB: Analytic Skills108. Discuss the concepts of a data warehouse and datamining. Suggested Answer: Data are collected by the company’s contact center and organized into a data warehouse. Company personnel can capture, query, and analyze the data. Inferences can be drawn about an individual customer’s needs and responses. Through datamining, marketing statisticians can extract useful information about individuals, trends, and segments from the mass of data. Datamining involves the use of sophisticated statistical and mathematical techniques. Page: 143Difficulty: Medium AACSB: Analytic Skills109.Assume that a marketing manager of a small company is in the process of implementing the use of a database to assist his or her company in its marketing efforts. Considering the information found in the text, list five ways that the marketing manager might be able to use the database for marketing efforts. Suggested Answer: Five ways to use a database for marketing efforts include: (1) to identify prospects; (2) to decide which customers should receive a particular offer; (3) to deepen customer loyalty; (4) to reactivate customer purchases; and (5) to avoid serious customer mistakes. Pages: 143–-145Difficulty: Medium AACSB: Reflective Thinking110. Describe four situations or cases when building a customer database would not be worthwhile for a company. Suggested Answer: Four situations or cases when building a customer database would not be worthwhile for a company would be: (1) where the product is a once-in-a-lifetime purchase; (2) where customers show little loyalty to a brand; (3) where the unit sale is very small; and (4) where the cost of gathering information is too high. Pages: 145–146Difficulty: Medium AACSB: Reflective ThinkingAPPLICATION QUESTIONS Multiple Choice111. John Chambers, CEO of Cisco Systems, said, â€Å"Make your customer the ce nter of your culture. † Customer-centered companies are adept at building customer relationships, not just producing products; they are skilled in ________, not just product engineering. a. service engineering b. market engineering c. cultural engineering d. innovation engineering e. management engineering Answer: bPage: 119Difficulty: Medium112. Immediately below the customers in a modern customer-oriented organization chart, we would expect to find the ________ of an organization. . top management b. marketing department c. middle management d. frontline people e. service department Answer: dPage: 121Difficulty: Easy AACSB: Analytic Skills113. All of the following are considered to be customer costs EXCEPT ________. a. financial cost of acquiring the product b. financial cost of disposing of the product c. time spent acquiring the product d. the risk of social stigma associated with acquiring the product e. All of the above are considered to be customer costs. Answer: ePage: 121Difficulty: Medium AACSB: Reflective Thinking114.When a consumer considers a product or service, he or she will choose whichever product or service delivers the highest ________. a. customer-perceived value b. customer-perceived cost c. consumer discount d. consumer relationship e. consumer synergy Answer: aPage: 121Difficulty: Medium AACSB: Analytic Skills115. Buyers do not always make logical or rational decisions. They might purchase the most expensive and least quality item for example. Which of the following would be another good example of this behavior? a. The buyer is not seen by the seller as being very intelligent. b. The buyer might be under orders to buy at the lowest price. . The buyer might be underage. d. The buyer might be under pressure to resist sales messages. e. The buyer refuses to listen to or read any advertising. Answer: bPage: 123Difficulty: Medium AACSB: Reflective Thinking116. If a company were to focus its marketing efforts on all the experiences the customer will have on the way to obtaining and using the offering, it would be focusing its marketing efforts on the customer’s ________. a. perception system b. cost versus benefit system c. demand d. psychological system e. value delivery system Answer: ePage: 123Difficulty: Medium AACSB: Analytic Skills117. _______ is defined as â€Å"a deeply held commitment to rebuy or repatronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior. † a. Customer satisfaction b. Customer value c. Loyalty d. Customer profitability e. Quality Answer: cPage: 123Difficulty: Medium AACSB: Analytic Skills118. Whether the buyer is satisfied after purchase depends on the offer’s performance in relation to the ________. a. buyer’s reactions b. buyer’s expectations c. seller’s delivery d. seller’s expectations e. both the buyer’s and seller’s demand s Answer: bPage: 124Difficulty: Medium AACSB: Analytic Skills119. Buyers form expectations in all of the following ways EXCEPT ________. a. from past buying experience b. from friends’ and associates’ advice c. from marketers’ information d. from competitors’ information e. from inherited traits Answer: ePage: 125Difficulty: Easy AACSB: Analytic Skills120. Field Grocery is considering using _________ to pose as customers and report on strong and weak points in customer service at Field Grocery stores. a. intelligence agents b. covert operatives c. mystery shoppers d. market mavens e. opinion leaders Answer: cPage: 126Difficulty: Easy121. 3M makes it easy for dialog to occur with its customers. 3M claims that over two-thirds of its product-improvement ideas come from listening to ________. a. customer suggestions b. entrepreneurial product ideas c. customer complaints d. media feedback e. customer reactions to competitive products Answer: cPage: 129Difficu lty: Medium AACSB: Analytic Skills122. According to GE’s former chairman, John F. Welch Jr. , â€Å"________ is our best assurance of customer allegiance, our strongest defense against foreign competition, and the only path to sustained growth and earnings. † a. Quality b. Customer satisfaction c. True value d. Sustainable enterprise e. Motivation Answer: aPage: 129Difficulty: Hard AACSB: Analytic Skills123. With respect to customer profitability analysis, ________ customers are the most likely dropped as customers because of poor profitability. a. granite b. wood c. iron d. plastic e. lead Answer: ePage: 131Difficulty: Medium124. Jim is a residential construction contractor. Although one particular realtor provides Jim with a large volume of work, the realtor frequently demands discounts for sending him customers. This realtor is best described as a(n) ________ customer. a. latinum b. gold c. lead d. iron e. ivory Answer: dPage: 131Difficulty: Medium AACSB: Reflective Thinking125. Harrah’s has used effective ________ to almost double its share of customers’ gaming budgets by targeting offers to specific customer segments. a. customer relationship management b. customer lifetime value c. customer profitability analysis d. customer satisfaction analysis e. customer-value delivery Answer: aPage: 135Difficulty: Medium AACSB: Analytic Skills126. Many banks and phone companies now charge fees for once-free services to ensure minimum customer revenue levels. This is an example of ________. . reducing the rate of customer defection b. making low-profit customers more profitable c. enhancing the growth potential for each customer through cross-selling d. increasing the longevity of the customer relationship e. focusing disproportionate effort on high-value customers Answer: bPage: 136Difficulty: Medium AACSB: Reflective Thinking127. When Bob found out his friend was thinking about buying a new car, he strongly recommended that his friend lo ok into the newest line of Ford sedans. Bob is best characterized as a(n) ________ for Ford. a. first-time customer b. member c. partner d. advocate e. rospect Answer: dPage: 137Difficulty: Medium AACSB: Reflective Thinking128. Carol is currently considering buying a Motorola cell phone offered by her service provider in conjunction with a two-year service contract. Carol is best characterized as a(n) ________ for Motorola. a. first-time customer b. member c. partner d. advocate e. prospect Answer: ePage: 137Difficulty: Medium AACSB: Reflective Thinking129. Southwest Airlines offers a Rapid Rewards program, an example of a ________ that allows customers to count flights they have taken toward free future flights. a. value proposition b. value delivery system c. lub membership program d. one-to-one marketing program e. customer churn Answer: cPage: 140Difficulty: Easy AACSB: Analytic Skills130. The skillful use of database marketing and ________ has made catalog house Fingerhut one o f the nation’s largest direct-mail marketers. a. everyday low prices b. expanded home delivery options c. relationship building d. competitor’s mistakes e. retailer alliances Answer: cPage: 145Difficulty: Hard AACSB: Analytic Skills Short Answer131. What do modern managers believe is their company’s only true â€Å"profit center†? Suggested Answer: Managers believe the customer is their only true profit center. Page: 120Difficulty: Easy AACSB: Analytic Skills132. Customer-perceived value is based on two components. What are those components? Suggested Answer: The two components of customer-perceived value are total customer value and total customer cost. Page: 121Difficulty: Medium AACSB: Analytic Skills133. What is the definition for customer-perceived value (CPV)? Suggested Answer: Customer-perceived value (CPV) is the difference between prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alter natives. Page: 121Difficulty: Medium AACSB: Analytic Skills134. Using European automobile giant Volvo as your illustration, create a value proposition for the company. Suggested Answer: Students may have several answers; however, any value proposition must be built on their stated positioning objective of â€Å"safety. † Other benefits that might be worked into a value proposition could be a long-lasting car, good service, and a long warranty period. Basically, the value proposition is a statement about the total experience customers will gain from the company’s market offering and from their relationship with the supplier. Page: 123Difficulty: Medium AACSB: Reflective Thinking135. How do customers determine their level of satisfaction with a product? Suggested Answer: In general, satisfaction is a person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance to the customer’s expectations. Page: 124Di fficulty: Easy AACSB: Reflective Thinking136. Give an example of a â€Å"branded customer experience. † Suggested Answer: Students may have several answers. One example from the book is that of Joie de Vivre Hospitality Inc, which operates a chain of boutique hotels, restaurants, and resorts in the San Francisco area. The boutique concept enables hotels to offer personal touches, such as vitamins in place of chocolates on pillows. Page: 125Difficulty: Hard AACSB: Reflective Thinking137. Companies need to be especially concerned today with their customer satisfaction level. Why? Suggested Answer: Companies need to be especially concerned today with their customer satisfaction level because the Internet provides a tool for consumers to quickly spread bad word of mouth to the rest of the world. Page: 126Difficulty: Easy AACSB: Reflective Thinking138. Identify three ways companies with customer complaints can recover customer goodwill. Suggested Answer: Five methods are identifie d in the text. Students should present three of the following: (1) Set up a 24/7 toll-free â€Å"hotline† to receive and act on customer complaints; (2) contact the complaining customer as quickly as possible; (3) accept responsibility for the customer’s disappointment; (4) use customer-service people who are empathic; and (5) resolve the complaint swiftly and to the customer’s satisfaction. Page: 129Difficulty: Medium AACSB: Analytic Skills139.Define the term quality. Suggested Answer: Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs. Page: 129Difficulty: Easy AACSB: Analytic Skills140. What are the three ways that customer profitability can be assessed? Suggested Answer: Customer profitability can be assessed individually, by market segment, or by channel. Page: 131Difficulty: Medium AACSB: Analytic Skills141. What are the four classifications (tiers) of customers in cus tomer profitability analysis using activity-based costing? Suggested Answer: The tiers would be platinum customers (most profitable), gold customers (profitable), iron customers (low profitability but desirable), and lead customers (unprofitable and undesirable). Page: 131Difficulty: Hard AACSB: Analytic Skills142. What is a customer touch point? Suggested Answer: A customer touch point is any occasion on which a customer encounters the brand and product—from actual experience to personal or mass communications to casual observation. Page: 133Difficulty: Medium AACSB: Analytic Skills143. One-to-one marketing is not for every company. For whom does this style of marketing work best? Suggested Answer: One-to-one marketing works best for companies that normally collect a great deal of individual customer information, carry a lot of products that can be cross-sold, carry products that need periodic replacement or upgrading, and sell products of high value. Page: 135Difficulty: Ha rd AACSB: Reflective Thinking144. A 5% reduction in the customer defection rate can increase profits by 25% to 85%, depending on the industry. Explain how this is so. Suggested Answer: Acquiring new customers can cost five times more than satisfying existing customers. Customer profit rate also tends to increase over the life of the retained customer due to increased purchases, referrals, and price premiums and reduced operating costs to service. Page: 138Difficulty: Medium AACSB: Reflective Thinking145. Explain how a company frequency program might work. Suggested Answer: Frequency programs are designed to provide rewards to customers who buy frequently and in substantial amounts. Frequency programs acknowledge the validity of the 20–80 rule. Page: 139Difficulty: Medium AACSB: Analytic Skills146. Describe the process of database marketing. Suggested Answer: Database marketing is the process of building, maintaining, and using customer databases and other databases (products, suppliers, resellers) for the purpose of contacting, transacting, and building customer relationships. Page: 143Difficulty: Medium AACSB: Analytic Skills147. How do companies use their databases to identify prospects?Suggested Answer: Many companies generate sales leads by advertising their product or service. The ads generally contain a response feature, such as a business reply card or a toll-free phone number, and the company builds its database from customer responses. It sorts through the database to identify the best prospects, then contacts them by mail, phone, or personal call to convert them into customers. Page: 143Difficulty: Medium AACSB: Reflective Thinking148. Give an illustration of how a company can use a customer database to reactivate customer purchases. Suggested Answer: Companies can install automatic mailing programs that send out birthday or anniversary cards, Christmas shopping reminders, or off-season promotions. Other illustrations by students should be in a similar vein. Page: 145Difficulty: Medium AACSB: Reflective Thinking149. One of the main problems that can prevent a firm from effectively using CRM is that some of the assumptions behind CRM may not always hold true. Give an example of one of these assumptions that might not always hold true. Suggested Answer: It may not actually cost less to serve more loyal customers. Page: 146Difficulty: Medium AACSB: Analytic Skills150. According to information provided in the text, what are the four main perils of CRM? Suggested Answer: The four main perils are: (1) implementing CRM before creating a customer strategy; (2) rolling out CRM before changing the organization to match; (3) assuming more CRM technology is better; and (4) stalking, not wooing, customers. Page: 146Difficulty: Hard AACSB: Analytic Skills

Demand, Supply and Market Equilibrium

Demand, Supply and Market Equilibrium Every market has a demand side and a supply side and where these two forces are in balance it is said that the markets are at equilibrium. The Demand Schedule: The Demand side can be represented by law of downward sloping demand curve. When the price of commodity is raised (ad other things held constant), buyers tend to buy less of the commodity. Similarly when the price is lowered, other things being constant, quantity demanded increases. The above figure shows quantity demanded at different prices.Here we can observe that the quantity demanded increases as the price decreases and vice versa keeping other things constant. This happens basically due to factors namely Income effect and substitution effect. Demands for any quantity is determined by three factors namely want for the commodity, will to buy the same and ability to buy the same. A whole array of factors determines how much would be the quantity would be demanded at a given price i. e. the other factors that are mentioned above: 1. Average income of the consumer 2. Size of the market . Prices and availability of related goods 4. Tastes and preferences of the consumer 5. Special influences Shift in demand curve Vs Movement along Demand Curve or Change in Demand Vs Change in Quantity Demanded A change in demand occurs when one of the elements underlying the demand curve shifts. For example if a person likes Pizzas and his income increases. So as his income increases he will demand more of pizzas even if the prices of pizzas do not change. In other words, higher income level has resulted in higher demand for pizzas i. e. here are a shift n the demand curve or change in demand. Again if the price of pizzas fall and other things viz. income of the consumer remains same. Again there would rise in quantity demanded. This increase in quantity demanded is due to decrease in price. This change represents movement along demand curve or change in quantity demanded. Further th is can be explained by the following graph. Here we can observe that with increase in income level the consumer shifted to series 2 and with decrease in price of the commodity he would move along the same demand curve in series one.The Supply Schedule: Supply schedule shows the amount of a commodity that the seller would like to offer for sell at various prices. Supply curves are drawn on assumption of constant technology, and input or resources (labour, land and capital) prices. The above curves shows amount of commodity that a supplier would like to sell at various prices. For example at a price of Re. 1 he does not wish to sell any quantity and at a price of Rs. 5 he would like to sell 18 units of the commodity. There are various factors effecting supply curve they are stated as follows: 1. Technology . Input Prices 3. Prices of related goods 4. Government Policy 5. Special influences Shifts of Curves Vs Movement along the curves As is the case with the demand curve, supply curve s also follow the same principal. Change in any of the above mentioned factors would cause a shift in curves and any change occurs due to change in price it is called movement along the curve. The same is shown below: Equilibrium of Supply and Demand The market equilibrium comes at that price and quantity where the forces of supply and demand are in balance. At the equilibrium price amount that the uyer wants to buy is just equal to the amount that seller wants to sell. The reason we call this equilibrium is that when the forces of supply and demand are in balance, there is no reason for price to rise or fall, as long as other things remain unchanged. In economics equilibrium means that the different forces operating on a market are in balance, so the resulting price and quantity reconcile the desires of purchases and suppliers. Equilibrium can be shown and explained by the below mentioned graphical representation. The above graph shows at a price of Rs. 0, quantity demanded and sup plied is 19 units. Any increase (or decrease) in price would result in fall (or rise) in demand, keeping the other things constant. Further the relationship between demand curve and supply curve are discussed as below: | Demand and Supply Shifts| Effect on Price & Quantity| If Demand rises| Demand curve shifts to the right| Price , Quantity | If Demand falls| Demand curve shifts to the left| Price , Quantity| If Supply rises| Supply curve shifts to the right| Price , Quantity| If Supply falls| Supply curve shifts to the left| Price , Quantity |When there is excess demand or excess supply, the market by determining the equilibrium price and quantities, allocates or rations out the scares goods among the possible uses. The market place through its interaction of supply and demand does the rationing. This is rationing by the purse. When cell phones was launched in India cost of both handsets and call rates were high, infact even incoming calls were charged exuberantly. Then came Relian ce with its dream of handing cell phones to each Indians.They came out with the concept of no charges for incoming calls and also came out with lower call rates as compared to the existing players it created an instant demand for its connections and hence captured major products and as a result all the existing players had to lower their tariffs matching to that of Reliance. Again the handsets were costly but Nokia came into the market with wide range of handsets and was instant hit. It captured the market initially. Recently we see Samsung coming out with lower ranged handsets with all the applications and features combined in its handsets at a lower price and creating a demand for its products.There are some exception to the theory of price and demand. There are few players in this industry which are exceptions viz. Blackberry and Apple’s i-phones. I-phones acts as an exception because of its features and the status and brand value it commands in the market. While Blackberr y has a feature called BBM and its image as business phones due to which it acts an exception to the law of demand as irrespective of its price business class still demands it. We can say that the market works on the demand and supply structure but still there are some exceptions to these rules also as discussed above.

Breastfeeding or Not

About 4 million babies were born in the United States during the year. The average age of American mothers is 25 years old. For the first time, my mother makes many questions and decisions about feeding method and nutrition of children. In the United States and around the world, over 90% of infants are breast-fed, but only 36% breast-feed infants exclusively for the first 6 months (Berger et al., 2011). Parents can choose to give their children a formula or breastfeeding, and parents may ask questions on which way. Women are breastfeeding since ancient times. But this does not mean that women are born in every detail about breastfeeding. Information on breastfeeding is not missing, but it tends to confuse you more than you know. It is normal for new mothers to ask many questions about breastfeeding and breastfeeding. In order to help you with these questions, we will provide you with an indispensable guide for breastfeeding that every mother should have. Please continue reading our q uestions about what you should avoid during your diet and breastfeeding. For all mothers who breastfeed, nutrition is the most important, and it helps milk production. Breastfeeding is highly dependent on your energy level and requires a healthy diet. You do not need to eat special food during breastfeeding, but you can get the necessary nutrients by combining healthy food. You should choose a healthy blend of proteins, carbohydrates and fats to maintain your nutritional needs. Some of the foods you can add to your diet are: Green leaf vegetables: Children may hate it, sometimes adults, but its advantages are undeniable. The strength of iron, green leafy vegetables such as vitamins A and C, broccoli and spinach should be part of each mother's breastfeeding meal. Abundant antioxidant and low calorie, important for you and your baby Breastfeeding or Not About 4 million babies were born in the United States during the year. The average age of American mothers is 25 years old. For the first time, my mother makes many questions and decisions about feeding method and nutrition of children. In the United States and around the world, over 90% of infants are breast-fed, but only 36% breast-feed infants exclusively for the first 6 months (Berger et al., 2011). Parents can choose to give their children a formula or breastfeeding, and parents may ask questions on which way. Women are breastfeeding since ancient times. But this does not mean that women are born in every detail about breastfeeding. Information on breastfeeding is not missing, but it tends to confuse you more than you know. It is normal for new mothers to ask many questions about breastfeeding and breastfeeding. In order to help you with these questions, we will provide you with an indispensable guide for breastfeeding that every mother should have. Please continue reading our q uestions about what you should avoid during your diet and breastfeeding. For all mothers who breastfeed, nutrition is the most important, and it helps milk production. Breastfeeding is highly dependent on your energy level and requires a healthy diet. You do not need to eat special food during breastfeeding, but you can get the necessary nutrients by combining healthy food. You should choose a healthy blend of proteins, carbohydrates and fats to maintain your nutritional needs. Some of the foods you can add to your diet are: Green leaf vegetables: Children may hate it, sometimes adults, but its advantages are undeniable. The strength of iron, green leafy vegetables such as vitamins A and C, broccoli and spinach should be part of each mother's breastfeeding meal. Abundant antioxidant and low calorie, important for you and your baby

Change management, leadership and motivation of Nokia Assignment

Change management, leadership and motivation of Nokia - Assignment Example Nokia has an extended history of flourishing change and innovation which helped the company to adapt the shifts in markets and technologies. From its modest beginning with one paper mill, the company has taken part in many sectors over time; paper products, tires, plastics, rubber boots, consumer and industrial electronics, chemicals, cables, telecommunications infrastructure and more. (Nokia, 2015a). The journey of Nokia began in 1865 when Fredrik Idestam started a paper mill in Southwestern Finland which was followed by another mill on the banks of river Nokianvirta which inspired him to name his company ‘Nokia AB’. Nokia’s first step into telecom industry took place in the year 1967 when it was merged with a Finnish telecom company named Finnish Cable Works Ltd. The first telecom joint venture of Nokia with Finnish TV maker Salora was the establishment of Mobira Oy, a radio telecom firm (Nokia, 2015a). Nokia created a revolution in the telecom industry with sev eral achievements such as, evolution of the first cellular telecom network named Nordic mobile telephone service; introduction of Mobira Cityman and Mobira Senator; development of the Global System for Mobile (GSM) which is used in maximum number of commercial forms of communication. After tasting success in the telecom industry, Nokia solely concentrated on manufacturing superior phones. The entire nation was thankful to Nokia and the value of the company increased 500% with a global turnover from $8.9 billion to $42.8 billion (Nokia, 2015a).

Biology Essay Example | Topics and Well Written Essays - 500 words - 3

Biology - Essay Example Adaptation, is the accommodation of a living organism to its present or to a new environment, is fundamental to the process of evolution and is determined by the individuals heredity. The division of one cell to form two new cells is reproduction; usually the term is applied to the production of a new individual (either asexually, from a single parent organism, or sexually, from two differing parent organisms.) Taxonomy1 may refer to either a hierarchical classification of things, or the principles underlying the classification. The root is the Organism (as this applies to all living things, it is implied rather than stated explicitly). Below this are the Domain, Kingdom, Phylum, Class, Order, Family, Genus, and Species, with various other ranks sometimes inserted. The atom consists of a central, positively charged core, the nucleus, and negatively charged particles called electrons that are found in orbits around the nucleus. Molecules are made up of two or more atoms, either of the same element or of two or more different elements, joined by one or more covalent chemical bonds. In biology, it is the unit of structure and function of which all plants and animals are composed. The cell is the smallest unit in the living organism that is capable of integrating the essential life processes. Cells can be separated into two major groups—prokaryotes, cells whose DNA is not segregated within a well-defined nucleus surrounded by a membranous nuclear envelope, and eukaryotes, those with a membrane-enveloped nucleus. Within cells there is an intricate network of organelles ( nucleus, nucleolus, cytoplasm, mitochondria, golgi apparatus etc.) that all have unique functions. These organelles allow the cell to function properly. Deoxyribonucleic acid (DNA) or deoxyribose nucleic acid1 is a nucleic acid that contains the genetic instructions specifying the biological development of all cellular forms of life (and many viruses). DNA is often

Comparisons and contrasts between the educational systems of Japan and Essay

Comparisons and contrasts between the educational systems of Japan and Britain - Essay Example Dearden (1998) points out that there is significant annual return for an individual who has earned extra years in education: 9.3% for women and 5.5% for men. Japan and the United Kingdom (UK) are two strong economies that would benefit from educating their respective people. Japan, a strong industrial economy in Asia, capitalizes much on the Japanese workforce to propel its economy further and stay competitive amongst nations. The UK, on the other hand, capitalizes as well on its workforce to maintain its strong competitive stance in the world market. This paper attempts to compare and contrast the educational systems of these two nations basing only on the basic general education of both countries. It is limited to the basic comparison and contrast and does not go further into the technical and other aspects of education. In the UK education system, education is compulsory for eleven years. Starting from age five, children attend Primary School in state-run schools until the age eleven. After which, from age eleven to sixteen, they go to Comprehensive School, still in state-run schools. There are also the so-called Grammar Schools, which are secondary schools for students aged eleven to eighteen. Entry to these Grammar Schools is rather stringent, controlled as they are by academically selective process consisting largely by written examinations. This is mainly to prepare the students for further education at any college or university after finishing the Grammar School. privately-run schools, which ironically, are called officially in the UK as Public Schools. These Public Schools are regarded as elite-oriented because they charge fees, they are usually prestigious and historic, do not arbitrarily restrict admissions, and are mostly funded by groups and institutions other than the state, commonly as private charitable trusts. Also, most of these schools are boarding schools. They admit students aged thirteen to eighteen. On the contrary, Japan

The context and consequences of theories of crime and how they shape Coursework

The context and consequences of theories of crime and how they shape current policy - Coursework Example Theories of crime in criminological studies contribute to current policy but due to lack of proper policy makers sometimes such policies are not properly executed. These theories identify areas where people can be helped to avoid committing crimes and provides a platform to educate the society on consequences of crime. Theories of crime are used in reducing levels of crime where criminologists use these theories to implement and create policies that help individuals against committing such crimes. Some of these theories include the rational choice theory, social disorganization theory, strain theory, social control theory labeling theory, and biological and evolution theories (Frauley, 2009). The Rational choice theory explains that people act in their self-interest and make their decisions to commit a crime (Frauley, 2009). The social disorganization theory states that a person physical and social environment can have an effect on a person’s behavioral choice. The strain theory states that when people fail to achieve their goals through hard work they may turn to crime to achieve their goals. Social learning theory states people acquire criminal behavior through association with other people. Criminologists in the society form theories on how to deter crime. They use such theories to advise policy makers in the criminal justice on how to execute them in public policy. Public policy is based on theories constituted and implemented by lawmakers. Such theories include the choice theory, trait theory social process theory and development theory. Choice theory states that severe punishment deters crime. Choice theory builds social policy since it makes sure that the society has the knowledge that a crime is wrong and is unacceptable in the society (Smith, 2009). Trait theory states that crime is committed since criminals have physical and mental defects. They develop public policy such as preventive programs that deal with the treatment of defects for

Final Exam questions Assignment Example | Topics and Well Written Essays - 500 words

Final Exam questions - Assignment Example Qualitative risk assessment however applies rationale to develop fixed values of factors to risk. Qualitative risk assessment method is the most suitable for homeland security. This is because of its diversified advantages, over the quantitative method, that meets the scope of Homeland security’s need for fast and accurate reactions. The advantages include simple analysis and results that facilitates prompt detection and response to risks (Landon, 2011). Risk management refers to a strategic process of managing probability of loss that is associated with a peril. Risk management strategies involve identification of involved risk, followed by its analysis that culminates to mitigation. The strategies are â€Å"avoidance, reduction,† and transfer (Akitonye, and Beck, 2009, p. 245). The three major threats facing the United States today are terrorism, natural disasters, and cyber crime. Terrorism is however the greatest of these threats because of its source and its political aspects. Being caused by human beings means that it can happen any time and its risk is enhanced by the United States international positions as a world power. The nation’s participation in international wars, especially in the Middle East also identifies significance of the threat. The relationship between risk, critical assets, threats, vulnerability, and consequences is that risk is a factor of critical assets, threats, and vulnerability, and its occurrence leads to adverse consequences. Risk defines exposure to a peril or potential peril. Critical assets define those assets that are instrumental to attainment of an objective while threats define phenomena that induce unpleasant effects. Vulnerability refers to the susceptibility to a threat and consequences define the results of manifestation of a threat. The presence of critical assets, threats, and vulnerability integrates to

How Should the Challenges Posed by International Terrorism Best be Met Essay

How Should the Challenges Posed by International Terrorism Best be Met in the Course of the Next Decade - Essay Example The proficiency and sophistication of the terrorist attacks that we currently face is very different from what we had a decade ago. In the same way, the world is likely to face a new and more dynamic form of terrorism in the course of the next decade. It is necessary that the world gets prepared for this new challenge. Terrorism is a phenomenon that can gladly swipe a whole nation’s population from the face of the world and have the audacity to claim responsibility1. It should not be condoned at any cost. Discussion One of the greatest challenges in the course of the next decade shall be proliferation. This is the acquisition of weapons of mass destruction by terrorist organizations. Currently there are numerous terrorist organizations in the globe. The Al Qaeda movement is one of the most dangerous terrorist groups in the world currently. Even after the demise of Osama bin Laden, it is still assumed that the group is still operational and it will take time to be wiped out. Th ese are poised be regenerate in numbers and might in the course of the next decade. If they are allowed to get their hands to weapons of mass destruction, they shall for sure strike and strike hard for that matter. The next decade holds the challenge of containing the increased number and strength of terrorist organizations2. ... Attacks by national governments are a relatively subtle issue as compared to attacks from terrorist organizations which is the challenge that the world is out to face in the course of the next decade. Nations are easy to diplomatically deal with. They have vested interests which can be put on the table and used as bargain to compel them to refrain from terrorist activities. They can be threatened with sanctions; charges of crimes against humanity in the Hague based International Criminal Court; Free traveling restrictions among others. These might hold governments at ransom and thwart them from getting engaged in terrorism activities. On the other hand, terrorist organizations do not face these challenges. They cannot be cowed with sanctions or travel restrictions and the likes. It is even hard to identify who they really are in the first place. They do not have to come out in the open as heads of nations should. In this regard, the multiplication and intensification of terrorist gro ups is a very huge challenge in the course of the next decade. Meeting the challenge of the increase and intensification of terrorism organizations is a hard nut to crack, and it needs governments and law agencies to be thorough and resilient3. The best way of meeting this challenge is keeping the organizations constantly on the run. If they are allowed to settle down and organize themselves, they are able of lay their hands on extremely lethal weapons of mass destruction. They can cause the world a great deal of havoc. The world needs to hunt them down from the thickest of forests and fish them out from the deepest of oceans. This shall keep them always aloof and wary of their back. They shall concentrate on soliciting more fortified hideouts rather than soliciting

Confucius “The Analects” Essay Example for Free

Confucius â€Å"The Analects† Essay From ancient time, the question of good and decent society has been the major concern in philosophical thought. Philosophers and political figure, clergy and common people have tried to answer the question â€Å"What makes of a good society?† Confucius creates its own values and moral rules changing understanding about a self and the decent society. His philosophy can be describes as a critical thoughtfulness which has a great influence on his world interpretation and views on decent society.   Confucius states that individuals should be free from committing immoral acts. â€Å"The man of virtue makes the difficulty to be overcome his first business, and success only a subsequent consideration;-this may be called perfect virtue (Confucius, n.d.). Decent society can be constructed by doing what is right, and only when a person can reach the state of true utility he lives in a good society. All actions of people are aimed toward the positive, and purpose is in nature. Confucius is against formal laws which limit freedom and welfare stating that only moral principles play a crucial role in social order. On the other hand, Confucius believes this to be a sort of self-deception, demeaning freedom and turning lives into something which is determined. â€Å"Extravagance leads to insubordination, and parsimony to meanness. It is better to be mean than to be insubordinate (Confucius, n.d.). Every personal can be a leader if he keeps strong moral principles and values. Confucius underlines that if a person follows moral rules there is no need to guide this person. Living opposed to such wisdom has caused stress and unnecessary war which led to social and moral decay. To do so one must make choices in the full recognition in order to become consciously free and take responsibility for actions. An inauthentic life on the other hand is that which pretends and tries to reject the idea that humans are free. This approach is a very attractive one to take because freedom can be agonizing and people often make excuses to detach themselves from the choices they make. If the state guides and controls its citizens it deprives them freedom and free will which lead to stress. If people cannot control their needs and desires they can be compared with animal driven by instinct of self-preservation and fear. This leads to unnecessary wars and conflicts such as the thirty years war (1618-1648), Nazism, Napoleonic wars, etc. If rulers do not follow moral principles, it leads to wars. Confucius states that a society should live nobly and in peace for at least a hundred years before people can count on the continuity of a society that remains noble and peaceful. This argument can be explained by the fact that a hundred years is a period of time when three generations of people will change each other living no space for old virtues and traditions. If a truly royal ruler were to arise, it would stir require a generation, and then virtue would prevail (Confucius, n.d.). Their values, religious and ethical, reflect on their relationship to a higher order of existence, whether one perceives it as an eternal force, the universe, a defined spiritual entity, or a concept that answers to a basic human need for a sense of order behind the turbulent appearance of everyday life.   Notions of the noble society are based in the instinctual/intuitional self that has been covered over and ignored by modern thought (Jensen, 1997). Any part of the world will resemble an utopian society because the society cannot be classless. Every society is based on the opposition between poor and rich classes, labor and capital, rulers and subordinates. Economic equality is impossible, because the core of the society is the division of labor and resources which determine social class and economic conditions of its citizens. Increased freedom causes frustration among members of the society because it limits their behavior and their attempts to satisfy their personal goals. Also, a society cannot exist without rulers and military, because it has to protect its citizens from foreign intervention. References Confucius The Analects. n.d. Available at: http://www.wam.umd.edu/~stwright/rel/conf/Analects.html Jensen, L.M. Manufacturing Confucianism: Chinese Traditions Universal Civilization. Duke University Press, 1997.

The Term Dalit Literature English Literature Essay

The Term Dalit Literature English Literature Essay Fortunately I read the novel Untouchable by Mulk Raj Anand and the novel Thottiyude Makan by Thakazhy Sivasankara Pillai. I realize that the two works have some kind of similarities. On the basis of this idea, I read some of the novels of Mulk Raj Anand and Thakazhy Sivasankara Pillai. It leads to me an interest to study this topic. Mulk Raj Anand and Thakazhy Sivasankara Pillali are the two famous novelist displays his deep understanding of the pathos and tragedy in the life of the social under dogs in India. So these two novelists have historically import ants in Indian literature. Indian freedom struggle and Nationalist movement has got good results through the works of these writers. Mulk Raj Anand is an anglo Indian novelist. Most of the readers were read the original translated works of him. So he was familiar with all of them Thakazhy Sivasankara Pillai is known as the story writer of Kuttanad; .He wrote about women, dalit and environment. DALIT LITERATURE Dalit literature is the literature of the Dalits, by the Dalits and for the Dalits. Dalit(oppressed or broken) is not a new word. Apparently it was used in the 1930s as a Hindi and Marathi translation of depressed classes a term the British used for what are now called the scheduled castes. In 1970s the Dalit Panthers revived the term and expanded its reference to include scheduled tribes, poor peasants, women and all those being exploited politically, economically and in the name of religion. So Dalit is not caste. It is a symbol of change and revolution. The term Dalit literature can into use in 1958, when the first conference of Maharashtra Dalit Sahitya Sangha (Maharashtra Dalit Literature Society). Dalit literature is an important stream of Indian writing in English and other languages of India. It is literature about the oppressed classes and caste of India. A tradition of Dalit writing can be traced to eleventh century writer Cekkilar [Periyapuranam]. Modern Dalit writings are founded on the works and ideological insights of Ambedkar, the chief architect of the constitution of India. Dalit writing is in reparably tied to dalit liberation movements in various parts of India. This category of literature become a significant presents in the 1960s in Marathi literature and later in Hindi, Tamil and Malayalam as well as English poems, short stories, novels besides autobiographies from the major genres of Dalit expression. These writings formed a collective voice that questioned through articulation of their social reality the kind of writings that made them in visible or distorted their identity. Traditionally Dalits were considered to be beyond the pale of varna or caste system. They were originally considered as panchama or the fifth group beyond the fourfold division of Indian people. They were not allowed to let their shadow full upon a non- Dalit caste member and they were required the sweep the ground. Where they walked to remove the contamination of their foot full. Dalit were forbidden to worship in temple or draw water from the same wells as caste Hindus and they usually lived in segregated neighborhood outside the main village. In the Indian country side, the Dalit villages are usually a separate enclave a kilometer or so outside the main village where the other Hindu caste resides. Some upper caste Hindus did warm to Dalits and Hindu priests demoted to low caste- rank. An example of the latter was Dnyaneshawar, who was excommunicated into Dalit status in the 13th century but continued to compose the Dnyaneshwari, a commentary on the Bhagavad gita. Eknath another excommunicated Brahmin, fought for the right of untouchable during the Bhakti period. Historical examples of Dalit priest include chokhamela in the 14th centuary. Who was Indias first rewarded Dalit poet. The declaration by princely states of Kerala between 1936 and 1947 that temples were opened to all Hindus went a long way towards ending the system of UN touch ability in Kerala. According to Kerala tradition the Dalits were focused to maintain at distance of 96 feet from Namboothiries, 64 feet from Nairs and 48 feet from other upper caste, as they were thought to pollute them. Many similar castes collective with different caste names grouped under the umbrella terms Nair and Ezhava and consolidated their power, Dalits remained fragmented as castes and sub castes. At a large stage in Keralas history, the elite communities and casts which had earlier consolidated their position through identity politics transformed their accumulated energies into nation building politics and class politics. The elite classes to promote their own martial and cultural bi as an empowerment they saw as their birth right. Malayalam, Accepted by many scholars to have evolved from Tamil roughly in the 9th century has a history of writing that dates back to the 12th century. The aesthetics of Malayalam literature have been over determined by the literary traditions of Sanskrit. Which include sruthi (cosmic, subliminal communication) Smrithi (remembered literature, secondary texts), and epics and legends (ithihasa purana tradition). Beginning with Kunthalatha said to be the first written novel in Malayalam. Process continued without much difference in perspective. In these works, Hindu spirituality was embraced as the sole solution to the complexity of human existence, there by ignoring a dynamic and productive life- world. It was the pain of this group on which the upper- caste Hindu world of leisure was based. The literature produced by upper caste novelists was the by-product of a lethargic lifestyle, far removed from the world of sweat and toil which supported it. Culturally and epistle mologically fo cused on concepts like moksha, nirvriti and anubhooti [spiritual liberation, Fulfillment and Sensual ecstasy]. It is easy to see that dominant literary tradition of the period known as manipravalam had its Focus Solely on Sexuality and Self indulgence and was in tune with the luxurious lifestyle of the upper caste of the time, in Kerala. Any movement away from the centre that the grand is obligated to make creates a space and platform for the birth of the little. From the 1990s onwards the Malayalam literary scenario has seen celebrations of the differing and plural voices of the historically marginalized, oppressed, and unrepresented. This not only includes the Dalit discourse but other silenced groups- feminists, environmentalists and religious and sexual minorities. One of the characteristic features of emerged and emerging discourses is its tension with the national imagination. Hence, they seek alliance and constellations with the transnational micro, and the local. Any new movement has to pass through three phases: ridicule, resistance and acceptance. Dalit literature in the world has fast-forwarded to the third phrase and is beginning to provide the color and power that only people who live close to the earth can express. The earliest known historical people to have rejected the caste system were Gautama Budha and Mahavera their teaching eventually became independent religions called Bhuddism and Jainism. The earliest known reformations with in Hinduism happen during the medieval period when the Bhakti movements actively encouraged the participation and inclusion of Dalits, in the 19th century. The Bhrahma samaj, Arya samaj, and Ramakrishna mission actively participated in the emancipation of Dalits. While there always have been segregated places for dalits to worship, the first upper-caste temple to openly welcome Dalits to their fold was the Laxmi narayan temple in wardha in the year 1928. Even before Ambedkar, Ayyankali, the leader of the Sadhujana Movement, realized that the leader of the social justice was freedom. Ayyankalis politics was about the emancipation of all the oppressed people and a radical Trans formation at the whole of society. Sadhujanans formulated by Ayyankali, was the coceptualisation of the broken people (Dalits) locating them as the agents of history, as the production of material wealth. In the context of traditional Hindu society, Dalit status has often been historically associated with occupation regarded as radically impure, such as any involving leather work, butchering or removal of rubbish, animal carcasses and waste. Dalit worked as manual laborers clean in street, latrines and sewers. Encasing in these activities was considered to be considered contagious and banned from full participation in Hindu social life. For example they could not enter the temple nota school, and were required for stay outside the village. Since 19050, India has enacted and implemented many laws and social activities to protect and improve the socio economics condition of its Dalit population by 1795, of all job in India. India democratically elected K.R.Narayan, a dalit, as the nations president. Today there is no such practice like UN touch ability; it is observance is criminal offence. However educational opportunities to Dalits in Kerala remain limited. REPRESENTATION OF DALIT IN THE NOVELS OF MULK RAJ ANAND Mulk Raj Anand (December 12,1905-september 28,2004) was an Indian writer in English, notable for his depiction of the lives of the poorer castes in traditional Indian society. One of the pioneers of Indo-Anglican fiction, he, together with R.K. Narayanan, was one of the first India-based writers in English to gain an international readership. Born in Peshawar, he studied at Khals a college, Amritsar, before moving to England where he at tended university college London as an undergraduate and later Cambridge university, graduating with a Ph D in 1929. During this time he forged friendships with members of the Bloomsbury Group. He spent some time in Geneva, lecturing at the League of Nations school of intellectual cooperation. Anads literary career was launched by family tragedy, instigated by the rigidity of the caste system. His first prose essay was a response to the suicide of an aunt, who had been excommunicated by his family for sharing a meal with a Muslim. His first main novel , untouchable, published in 1935, was a chilling expose of the day- to-day life of a member of Indias untouchable caste. It is the story of a single day in the life of Bakha, a toilet-cleaner, who accidentally bumps in to a member of a higher caste. Bakha searches for a save to the tragedy of the destiny into which he was born, talking with a Christian missionary, listening to a speech about UN touch ability by Mahatma Gandhi and a subsequent conversation by two educated Indians, but by the end of the book Anad suggest that it is technology, in the form of the newly introduced flush toilet that may be his savior by eliminating the need for a caste of toilet cleaners. This simple book, which captured the puissance of the Punjabi and Hindi idiom in English, was widely acclaimed and Anad won the reputation of being Indias Charles Dickes. The introduction was written by his friend, E.M.Forster, whom he met while working on T.S.Eliots magazine criterion. In if forst working on T.S.Eliots magazine criterion. In it forester writes avoiding rhetoric and circumlocution, it has gone straight to the heart of its subject and purified it inevitable, Anand, who spent half his time in London and half in India, was drawn to the India independence movement. At the same time, he also supported freedom elsewhere around the globe and even travelled to Spain to volunteer in the Spanish civil war. He spent world war all working as a scriptwriter for the BBC in London, where he becomes a friend of George Orwell. Anand returned to India in 1946, and continued with his prodigious literary output there. His work includes poetry and essay on a wide range of subjects, as well as autobiographies and novels. Prominent among his novels are The koolie() the village(1939), Across the Black waters (1940), the sword and sickle(1942), all written in England, and The private life of an Indian prince (10953), perhaps the most important of his works Witten in India. He also founded a literary magaz ine, Mary, and taught in various universities. During the 1970s, he worked with the international progress organization (I.p.o) on the issue of cultural self- comprehension of nations. He died in pune. In touchable is in the first novel of Mulk Raj Anand. He is a progressive writer for whom the novel takes the form of crusade against the evils of the society. He has his sympathies with the depressed and the underdog. Untouchable follows a day in the life of Bakha, an 18 year old Bhagi boy. The fictional story set in the outcastes colony outside of an unnamed town during the British occupation. The story is narrated by Bakha who is a hard working boy who never disobeys his father despite his repugnance for his and his life style Baktha had worked in the barracks of a British regiment and, had been caught by the glamour of the white mans life. Bakha to imitate the tommies was through Fushun, education and he becomes disgusted with the filth of his brother. Bhangies are the lowest of the low caste and they are given the job of cleaning the latrines and sweeping the streets. The dirty nature of the Bhangis work fathers the view of them as impure. However they all unable to maintain good hygiene because they all unable to maintain good hygiene because they are not allowed to access the local well, as there use would render it impure, untouchable are not allowed to access the local well, as there use would render it impure. Untouchables are not allowed to see the inside of the temple for purity reasons. While Bakha was peering through the window he was interrupted by the priest shouting, Polluted! Polluted! . Soon a crowd had gathered and they all berated Dakha saying they would need to perform a purification ceremony row. Get off the steps you scavenger! Off with you! Have defiled our whole service! shouted the crossed. Bahka randown to the country yard where hissister was waiting. Here he got a shock as the priest claimed, I have been de filed by contact. This is an example of the hypocrisy of the other castes in their attitude towards the untouchables. The higher castes view them as impure and make them do all the menial labor, yet they all not adverse to sexual relations with them. It seems the idea of impurity is only there to when it suits the higher castes desires. Bakha searches for a salve to the tragedy of the destiny into which he was born, talking with a Christian missionary, listening to a speech about untouchability by Mahatma Gandhi and a subsequent conversation by two educated Indians, but by the end of the book Anand suggests that it is technology, in the form of the newly introduced flush toilet that may be his savoir by eliminating the need for a caste of toilet cleaners. Bakba is the able bodied son of Lakha, the jamadar of all the sweepers in the town of Bulandshahr. He is made to represent the untouchable section of the society; he is no ordinary sckenger, who is rude, uncouth and unclean. Bakha is representative of the oppressed untouchable caste. We have sympathy for his suffering as he meets with unjust treatment at the hands of the upper caste. He has strong desire to get education. He cannot seek admission in a school because untouchables are not admitted there so he pays oneamma per lesson to two upper caste boys to teach him. It is for his suffering that he is attracted to Mahatma Gandhi and Christ. The fact that sahibs and mohammedans teat his like a human being but only the upper caste Hind us have contempt for him rankles in his mind. Bakha represents a part of the social history of India. He is a victim of social superstition of untouchability. He feels strongly against in human injustice meted out to him. But the protest of the individual is ineffective against the strength of the false morality of the established society. Hence, bakha is presented as a feeble person who is unable to translate his resentment into action. Here Bakha represents as a dalit character. The dominating society saying that they are uncivilized people. So they were tiring to civilizing that people. But there is not civilizing programs on the dalit groups. I think of education or lack of knowledge about the world is the main problem related with them. But the society cant accept, to provide education for the dalit people like Bakha. They think we are mere dirt, Because we clean their dirt, It is the word of Bakba. The aspect in which Bakha is presented offer an elucidating comment on the relations between the self and society considered in terms of untouchability. The colony is a dark, damp, UN congenial place. The thatched mud houses clustered together in two rows are utterly ill- fitted for human habilitation. In looks as through the scavengers, leather workers, washer man, barker, water- carriers and grass- cutters- all these inhabitants of the colony are subhuman non- entities huddled up together. They should be content to live in the gutter like worms only to be crushed by the superior cast people. Dalit is a distinction for a group of people traditionally regarded as untouchable. Dalits are a mixed population, consisting of numerous castes from all over the world. Like the character of Bakha, only through the education Dalits can improve their life style or change their awareness about their capacity. Untouchable may be regarded as a classic since it brings into sharp focus what has proved debilitating to Indian society in general, and Hindu society in particular, encompassing several issues affecting the condition of man not only India but also elsewhere in the world. The novel explores the possibilities of interpersonal relations between untouchables and high caste hindus considered in existential terms. However, Anand does not seem to have paid enough attention to one profound aspect of the situation in untouchable, that of his having to reckon with a kind of double consciousness, that is, the sense of the untouchable looking at himself through the eyes of the eye caste Hindus-of measuring ones soul by the tape of a world that looks on in contempt and pity which is bound to give rise to disastrous division within the self. Bakhas predicament would have been all the more meaning full if the growth in his awareness which is sought to be plotted by the novel had been rendered mor e explicit through a probing of this psyche. Coolie is the story of Munoo, a hill by who by a quick of fate is made to leave his idyllic village in the Kangra valley. In search of a means of livelihood and with a naÃÆ' ¯ve dream of seeing a better world. The first contact with reality shatters the innocent aspiration of this orphan boy. His fist employer is minor bank clerk, a powerful caricature of an Indian subordinate driven by an inordinate desire for pleasing his colonial bosses inorder to become an object of their favour. Munoo falls four of an overbearing and ignorant house wife and finally flees her some in a bid to be free from her ill- treatment and taunts. He next finds himself in a primitive pickle and jam factory hidden away among the reeking lanes and dark alleys of the feudal town of daulatpur. The proprietor who has befriended his suddenly finds himself bankrupt because of his partners devious practices and is hurled bank into the rank of the laborers from whence he had sought to rise. Out on the street again ,Munoo becomes a coolies for a chance to serve as a beast of burden. An elephant-driver whom he meets accidently comes to his rescue by giving him a free ride as a stowaway in a train to Bombay. In Bombay he seeks refuge in the family of a poor vagrant and becomes a worker in a cotton mill. It is working in appalling conditions and livings in most fun sanitary environment are absolutely heartrending. He is exposed to a new world of friends and foes, of cut-throat competition and treachery, of the lewd spectacle of vice and depravity of the red light district and of the communal fires enkindled and fed by an irate factory boss to break an impending strike. Finally Munoo is knocked down by the car of an Anglo- Indian woman who takes his to Simla as her servant. Here he died of tuberculosis which was aggravated by his having to pull the rick show for his mistress. The boy is only 15 years old when he succumbs to this then-much-dreaded decease bought on by under- nourishment. There are only two kinds of people in the world: the rich and poorà ¢Ã¢â€š ¬Ã‚ ¦ and between the two there is no connection. The present chapter attempts to focus attention on those of Anads novels which have for their theme another evil of no less magnitude- the system of class. Though class- consciousness is inseparable from caste- consciousness. This canker of class system often results in the segregation and subjugation of thousands of people into perpetual misery and eventual extinction. Class has certainly proved more divisive than caste Indian society because it is able to affect every section of the society at the economic, cultural and political levels. The novel Koolie Munnu is a dalit character apart from the Bakha in untouchable. Coolie perspectives a class- ridden society based on cash nexus which proves to be a more complicated and devious world than that one governed by asterism. In this world the underdog, the coolie in this case, though apparently free, is subject to more rigidity and deprivation unlike the sweeper who is assured of this place in the society because of the indispensability of his work. The coolie, ruthlessly exploited and eternally indebted, has no such assuranceor certitude and likes under the perpetual threat of (osing his job.) it is no wonder therefore that Munoo in coolie drifting form place to place for himself in society. What is brought out is a disturbing picture of a harassed underdog, a helpless victim of oppressive forces and a sport of a quixotic destin. He symbolizes the disinherited and the dispossessed of the earth whose tragic life indicates mans inhumanity to man. Coolie is veritable saga of unending pain, suffering and prolonged struggle punctuated only occasionally by brief moments of relief and hope. It presents the various experiences of Munoo at the hand of different Coolie is a veritable saga of unending pain, suffering and prolonged struggle punctuated only occasionally by brief moments of relief and hope. It presents the various experiences of Munoo at the hand of different exploiters in four different places. Thus it is only the exploiters that change: the exploited remains the same. It is same in the case of dalit people the exploiters that change they are the elect class and wealthy people the exploited remains the dalit. Mulk Raj Anands prominent among his novels are the village (1939), Across the Black waters. The road and the sword and the sickle are undoubtedly project a lively image of India. REPRESENTATION OF DALIT IN THE NOVELS OF THAKAZHY Thakazhy Sivasankara Pillai (17 April 1912- 10 April 1999) was a novelist and short storywriter of Malayalam language. He is popularly known as Thakazhy, after his place of birth. He was born in the village of Thakazh, in Kuttand, Alapuzha district of Kerala; he started to write stories when he was a schoolboy. His literary taste was nurtured by his high school headmaster Kainkkara Kumara Pillai (1900-1988).who exposed him to Indian literature. He met Kesari A Balakrishna Pillai (1889-1960) while pursuing his law studies in Tiruvananthapuram. He introduced Thakazhi to modern European literature and thought. His novels and short stories basically discussed various aspects of societies in Kerala in the Mid-20th century. He focused on the oppressed classes as the subject of his works, which are known for their attention to historic details. He has written several novels and over 600 short stories. His novel Tottiyude Makan (scavengers son, 1947) is considered a pioneer work in Malayalam realistic novel. It is about modernity challenging the rationale of the caste system, that ones profession should depend on pedigree. His political novel, Radidanagazhi (to measures, 1948) projected the evils of the feudal stem that prevailed in Kerala a ten, especially in Kuttand. The film adaptation, directed and produced by P.Subramaniam from a screenplay by Thakazhi himself, received a certificate of merit at the National Film Award in 1958. His love epic Chemmen (prawans, 1956) which was a departure from his earlier line of realism, met with immense popularity. It told a tragic love story set in the back drop of a fishing village in Alappuzha. The novel, and its film adaptation, also titled Chemmen (1965) earned him national and international fame. He was awarded Indias highest literary award, the Jnapith in 1984. He died in 10th April 1999. Chemmen is a Malayalam novel written by Thakazhi in 1956. Chemmeen tells the story of the relationship between between Karuthamma, the daughter of a Hindu fisherman, and Pareekutti, the son of a muslim wholesaler. The theme of the novel is a myth among the fisher man communities along the coastal Kerala state in the southern India. The myth is about chastity. If the married fisher women infidel when her husband was in the sea, the sea Goddess (Kadalamama) would consume him. Thakazhi made a departure from his a vowed commitment to realism as it appeared in his worie till then brought in a fish breeze of lyricism and romanticism. The novel acquires the quality of fable in which life in the fisher mans community is depicted with great emotional details. Chemmeen won the Kerala Sahitya Akademi Award Indias second highest literary prize in 1957. Chembankunjus only aim in life is to own a boat and a net. He finally succeeds in buying both with the help of Pareekutty a young muslim trader, on condition that fish hauled by the boat will be sold to him. Chembankunjus pretty daughter Karuthamma and Pareekutty love each other. Karuthamms, mother Chaki Knows about it and reminds her daughter about the life they lead within the boundaries of strict tradition. Karuthamma sacrifies her love for Pareekutty and marries Pallani, an orphan discovered by Chembankunju in the course of one of his fishing expeditions. Following the marriage, Karuthamma accompanies her husband to his village, despite her mothers sudden illness and her fathers request to stay in his fury, Chembankunju dishonest her. On acquiring a boat and a net and subsequently adding one more, Chembankunju becomes more greedy and heartless with his honesty he drives Pareekutty to bankruptcy. After the death of his wife, Chemban kunju marries Pappikkunju, the widow of the man from whom he had brought his first boat Panchami, Chembankunjus younger daughter, and leaves home to join Karuthamma has endeavored to be a good wife and moter. But scandal about her old love for Pareekutty spreads in the village. Pallaniz fiends ostracize him and refuse to take him fishing with them. By a shake of fate, Karuthamma and Pareekutty meet, one night and their old love is awakened. Palani at sea alone and baiting a shark, is caught in a huge whirlpool and is swallowed by the sea. Next morning Karuthamma and Pareekutty are also found dead hand in hand, washed ashore at a distance there lies a baited dead shark. In the novel chemmeen is the representations of Dalit literature mostly focus on Dalits such as blacks, lesbians, gays and other backward classes. Here Tahkazhi represents the Dalit people who are living in the coastal areas espeually they are known as muccuas. Mucuvas are the persons those who are living depended on seas. Sea was their Goddess. The sea gets an important role because their life is depending upon seas. As a mucuvas Karuthanna is entirely different from the other cast ladies. When analyzing the Dalit communities problems they are the vicitims of the social order. The novel chemmeen is the representation of the Dalit ladys problem. She did not get proper education and the right for anything our society considering caste as a major part to measure the value of human being. Here Karuthamma the Dalit lady physically appearing beautifully. Beauty is the one and only quality of her, lack of familiarity in the main stream of the Society badly affected her life as whole. The matters of education dont want to think the person those who are in the Dalit family. The Dalit people always working for their lively hood and earning money. They are not much aware about other developments happening in the society. Education influence the personality of ones irrespective the caste and gender. Illiterate life is the life in the dark. A human being at least should be aware about the world, how it is going on. But here the lady Karuthmma only knew her surroundings of the house . In this novel we cannot see the people from towns. The fisher mens only enjoyment is occurring when they get more fish. Their life is bound only in the sea shore. They are not much aware about they are not much aware about the other technologies and developments in the world. For example Karuthammas fathers main wish is none other that he wants to buy a boat and net of his own. That is what the major ultimate wish of that man. It shows that fishermans imitation of Dreams. For that he was ready cheat another man also. Details are often exploited by other upper class society. But here Karuthamma being exploited by her parents. If she has certain right undoubtedly she will use it. But in the case of her marriage, she did not get a life that she was intended. Unfortunately she was forced to forget the lover Pareekutty. At the same time we have to think about Pareekutty also. He has no the power and encourage to fight and make Karuthamma his own. Even in the patriarchy society Pareekutty is moving backward in the society. So definitely we can say that Dalit people are marginalising again and again. Randidangazhi is another Malayalam novel by Thakazhy Sivasankara Pillai in 1948. The novel tells the story of the cruelty meted out by feudal landlords to improvised farm laborers. It is widely regarded as one of the best political novels in the history of Malayalam literature. In 1958 a film adaptation with the same name was released. Chirutha (Miss Kumari) is the beautiful daughter of a peasant Ittitharakali. Her avaricious father wants to marry her off to the first person who can provide the penpanam or a sort of dowry system that prevailed in the community Koran and Chathan; two peasants are in love with Chiruthai. Chiruthai has a soft corner for Koran who decides to sell himself to the local land lord for a loan. Using this loan money Koran pays the penpanam and wins Chiruthas hand in marriage. A disput arises during the marriage. A landlord demand Thampran panam, a tax levied by the land lords at the time of marriage from their tenants, especially lower caste tenants. Chathan stands by Koran here. Koran and Chirutha move to the neighboring village work in the paddy fields and lead a happy life. Ouseph, the landlord here, is a cruel big of who exploits his laborers terribly Koran protests against this. He organizes the laborers and forms a union to protect their rights. For this he has to pay a huge penalty. Koran is wiped by the land lord. He turns a revolutionary, organizes protests against the land lord that also includes a strike in the fields. Koran also brings to light the shady deals of the land lord. These incidents make Koran a sort of rebel. The land lord hatches a conspiracy against Koran and the peasant leader falls into the trap. He is implicated of charges of theft. Fearing police arrest Koran flees the place. Chacko, the land lords son attempts to molest Chirutha but is foiled by timely arrival of Koran: in the ensuring struggle he strangles Chacko to death. Before Koran is arrested and sentenced to ten years rigorous imprisonment, he had a pregnant Chirutha to C hathan, his intimate friend, and who always nursed a silent love for her.