Story Line Andrea Sachs Essay - 2545 Words

Summary of story line Andrea Sachs is a young women that just graduated from Northwester University and has moved to New York City to pursue her dream job of being a journalist. However she gets a job every girl would want which is to be junior personal assistant to Miranda Priestly. Miranda is editor and chief of Runway magazine and to many in the fashion world she is seen as a goddess of fashion. At first Andrea has a hard time fitting in as she isn’t very into fashion and the other staff within Runway aren’t the friendliest people to work with. Not only are her colleagues hard to deal with but Miranda isn’t the easiest boss. However that doesn’t stop her as she is determined to just survive a year as Miranda’s assistant because it will help her get good opportunities in other jobs. When she disappoints Miranda and has a tough day she turns to one of her colleagues, Nigel. He helps her realize that she need to stop pitying herself and to work harder. He gives her a makeover so that she looks as though she fits in at work. When Nigel helps her we realize she has final been accepted by her colleagues. This helps her have the courage to get back up and not let anything hold her back. She is determined to get Miranda to like her which seems impossible as Miranda isn’t nice to anyone within the business. Then Andrea starts to feel as though her personal life is falling apart as she isn’t close with her family anymore, her boyfriend and her start having trouble and sheShow MoreRelatedThe Devils Wears Prada776 Words   |  4 PagesThe Devil Wears Prada by Lauren Weisberger is the story of Andrea Sachs, a 23 year old woman who aspires to write for The New Yorker one day. After graduating from Brown University and traveling Europe for the summer, Andrea returns home and looks for a job while staying with her friend Lily in New York. Andrea receives a call from Elias Clark, a major magazine publisher and is surprised to find that they have read her resume and would like to speak with her about a position they have available. Read MoreDevil Wears Prada Comparison Essay1547 Words   |  7 Pageswe are introduced to the protagonist- Andrea Sachs, an aspirational writer who has moved to New York to pursue her dreams. She lands a job at â€Å"Runway† (a fashion magazine) as Mir anda Priestly’s assistant. Miranda is the editor in chief at Runway and is well known in the world of fashion. While trying to impress her unpleasable boss at work and maintain healthy relationships with her friends Andrea is nearly torn apart. As things get progressively worse, Andrea realizes that this job is simply notRead MoreAnalysis Of The Book Maris Stella s The Devil Wears Prada 1752 Words   |  8 PagesStudies Film Review Maris Stella School By: Kenda Lang Released: June 30th 2006 Directed by: David Frankel Adaption of: The Devil Wears Prada the novel Lauren Weisberger: Story line and novelist Screenplay: Aline Brosh McKenna Genre: Drama/Romantic film Film Duration: 1hour 50minutes Lead Actors: Anne Hathaway Meryl Streep Emily Blunt Stanley Tucci Contents page: Cover Page- Read MoreFilm Review : The Devil Wears Prada Essay2408 Words   |  10 Pages(Miranda Priestly) Anne Hathaway (Andrea Sachs) Plot summary The Devil Wears Prada is a story that follows a 23 year old woman, Andrea (Andy) Sachs, who s fresh out of Northwestern University and aspires to be a journalist for the New Yorker. Andrea does an interview at Elias-Clark publications and learns that Miranda Priestly, the Editor In Chief of Runway Magazine (One of the most influential magazines in the fashion industry) is looking for a new assistant. Andrea is told many times that this jobRead MoreAnalysis Of The Devil Wears Prada 2071 Words   |  9 Pagesengaging story of growth, women empowerment, and to bring awareness of the everyday struggles women go through because of society. This film has a plethora of stereotypes shown through out the movie, then they balance it all out by introducing characters that disrupt those stereotypes. By having those stereotypes in place to counteract those beliefs is in a way to show the audience that women are more than what society paints them out to believe. The main character Andrea (Andy) Sachs is a perfectRead MoreThe Impact of External Debt on the Nigerian Economy9107 Words   |  37 PagesThe public sector was responsible for the 16% of South Africa’s foreign debt; 44% of South Africa’s foreign liabilities were incurred by the banking sector; the remaining 40% were private liabilities. When Chase Manhattan withdrew substantial credit lines from South Africa in 1985, a major foreign debt crisis became glaring. The impact of credit freeze and refusal to roll credit over on South Africa led to a drop in the value of rand (South African currency) and temporary closure of the financial andRead More32802493 Essay14729 Words   |  59 Pagescountry’s high interest rates. Rousseff also assured that increasing exports, particularly manufactured goods, would be a priority of her government.5 Yet, by June 2011, industrial production growth had fallen to a weak 1.6%. As productivity began to flat line, many critics worried about the nation’s lack of competitiveness. The Brazilian government struggled to define the best balance between exchange rate policy and monetary policy for economic growth. Other challenges included the nation’s poor infrastructureRead MoreHbr When Your Core Business Is Dying74686 Words   |  299 Pagessucceed? This is the story of a CEO who refused to accept failures as inevitable and set up a system to prevent them. Satisï ¬ cing Don Moyer Optimizing – the art of ï ¬ nding the best choice among all choices – is a luxury we can seldom afford. 124 8 Harvard Business Review | April 2007 | hbr.org Xerox Global Services professionals can transform your firm’s document processes to create revenue while driving up productivity. Result? Improved top and bottom lines. There’s a new wayRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesDo? 516 Culture’s Functions 516 †¢ Culture Creates Climate 516 †¢ Culture as a Liability 517 Creating and Sustaining Culture 519 How a Culture Begins 519 †¢ Keeping a Culture Alive 519 †¢ Summary: How Cultures Form 523 How Employees Learn Culture 523 Stories 523 †¢ Rituals 524 †¢ Material Symbols 524 †¢ Language 524 Creating an Ethical Organizational Culture 525 Creating a Positive Organizational Culture 527 Spirituality and Organizational Culture 529 What Is Spirituality? 529 †¢ Why Spirituality Now? 530Read MoreMarketing Mistakes and Successes175322 Words   |  702 PagesIssue Boxes are inclu ded in each chapter to highlight relevant concepts and issues, or related information, and we are even testing Profile Boxes. Learning insights help students see how certain practices—both errors and successes—cross company lines and are prone to be either traps for the unwary or success modes. Discussion Questions and Hands-On Exercises encourage and stimulate student involvement. A recent pedagogical feature is the Team Debate Exercise, in which formal issues and options

Essay about The Role of Minor Characters in Medea by...

As the famous Greek playwright Euripides once said: â€Å"Stronger than lovers love is lovers hate. Incurable, in each, the wounds they make.† Such ideas are portrayed in one of him most famous plays, Medea. This play is a fascinating classic centered on the Greek goddess Medea. Despite its recent fame, during his time, Euripides was unpopular since he used what would be considered a ‘modern’ view where he would focus on women, slaves and persons from the lower classes. In the play, Medea commits filicide, which initially appears extremely horrendous, but as the audience is guided through the play, they develop sympathy towards Medea. In order to achieve this empathy and enhance the understanding of Medea’s pride and ideals, Euripides†¦show more content†¦The Nurse is also presented as Medea’s old friends even though she is a slave while Medea is goddess. This representation of a friendship, which crosses social boundaries, makes Medea seem fair and unbiased towards social classes unlike most typical characters in this era where the social clashes would represent a huge problem. Although the Children are not active characters, they still give us much insight into Medea’s character. Despite the children’s fundamental role in the play, they are rarely seen on the stage and have very few lines. This may be due to the fact that children are very hard to control on stage, in most cases they simply do not have the level of discipline required to act. Euripides makes up for this by manifesting the presence of the children by always referring to them through other characters. All of these minor characters encourage sympathy from the audience. The Chorus portrays their compassion towards Medea as they say, â€Å"I heard her voice, I heard that unhappy woman from Colchis† (p.21), they chiefly portray the extreme sadness and discontent which Medea experiences and the extent of passion she has towards Jason. Similarly, when the Nurse indirectly introduces Medea she first describes her by saying: But now her world has turned to enmity, and wounds her Where her affection’s deepest. Jason has betrayed His own sons, and my mistress, for a royal bed, For alliance with the king ofShow MoreRelatedEvaluation of Euripides Essay942 Words   |  4 PagesEvaluation of Euripides Euripides has met the conventions of Attic Tragedy up to a particular extent. Although he was often criticised for his work, he followed the structure and cycles of the traditional tragedy. However, his stance on the themes and ideas set him apart from the other writers. It is unreasonable to compare Euripides with the traditional writers of Attic tragedy without understandingRead MoreMedea And Oedipus Rex1447 Words   |  6 Pagesothers may seem like a one sided answer. However, upon closer inspection, it is acceptable to say that although some would argue that people’s own desires dictate their actions, the influences of others play a more prominent role in how an individual acts. The Greek tragedies â€Å"Medea† and â€Å"Oedipus Rex† are both stories that explore this controversial topic. â€Å"Oedipus Rex† follows the story of a king named Oedipus. His land is plagued, and the only way to get rid of this plague is to exile the one who killedRead MoreMedeas Transformation1270 Words   |  6 PagesMedea’s Transformation Medea is a play featuring a title character who is a very unusual woman. Brad Levett’s essay â€Å"Verbal Autonomy and Verbal Self-Restraint in Euripides’ Medea† exemplifies the thoughts of three authors after discussing how Medea relates to a Greek hero that was invulnerable in all of his body except for one minor spot and/or the play resembling a Greek tragedy that narrated the fate of a warrior after memorable battles. These scholars believed that Medea â€Å"comes into conflict withRead More Medea Essay1762 Words   |  8 Pages Title of Work: Medea Country/Culture: Greek Literary Period: Classical Type of Literature (genre): Drama/Tragedy Author: Euripides Authorial information: Euripides was born in 484 BC and took up drama at the young age of 25. At most drama competitions, however his plays came in last place until he was about 45 or 50 years old. In his entire life, he wrote 92 plays of which only five received first place awards at competition. Euripides despised women. He had been married twice to unfaithfulRead MoreEssay on The Lives of Athenian Women1880 Words   |  8 PagesWomen in classical Athens could not have had an extremely enjoyable experience, if we rely on literary sources concerning the roles of women within the Greek polis. The so-called Athenian democracy only benefited a fraction of the entire population. At least half of this population was female, yet women seem to have had very little influence and few official civic rights. `The position of women...is a subject which has provoked much controversy. (Lacey: 1968, 151). Studies concerning theRead MoreBiography of Euripides1861 Words   |  8 PagesChapter 1: Euripides Biography Part 1: Bob Prescott Euripides lived in a very mysterious time. We know so little about the era in which he lived because of the loss of many ancient manuscripts at the burning of the Library of Alexandria. Given this massive loss of knowledge of the pre-modern world, it is hard to cobble together a full biography of Euripides. There is, however quite a lot of information known about him. This is known due to the fact that Euripides is a character in some of Aristophanes’Read More Importance of the Tutor in Electra1623 Words   |  7 Pages When delving into a novel, drama or other character-based text, analysts often focus their search around the supposed major characters who seem to most directly affect the work. In considering Electra, however, just as valuable as Orestes, Clytemnestra or Electra herself is a somewhat minor character, the Tutor. This attendant of Orestes emerges only three times and is on stage for less than twenty percent of the spoken lines, yet his role in driving the plot is as great as any. If Aristotle

EARTH Essay Example For Students

EARTH Essay The Earth, mans home, is a planet. The Earth has special characteristics, and these areimportant to man. It is the only planet known to have the right temperature and the right atmosphere tosupport the kind of environments and natural resources in which plants and man and other animals cansurvive. This fact is so important to man that he has developed a special science called ecology, whichdeals with the dependence of all living things will continue to survive on the planet. Many millions of kinds of plants and animals have developed on Earth. They range in size frommicroscopic plant and animals to giant trees and mammoth whales. Distinct types of plants or animals maybe common in many parts of the world or may be limited to a small area. Some kinds thrive underconditions that are deadly for others. So some persons suggest that forms of life quite different fromthose known on Earth might possibly survive on planets with conditions that are far different fromconditions on Earth. Many persons believe that the Earth is the only planet in the solar system that can support anykind of life. Scientists have theorized that some primitive forms of life may exist on the surface ofMars, but evidence gathered in 1976 by unmanned probes sent to the Martian surface seems to indicate thatthis is unlikely. Scientist at one time also believed that Venus might support life. Clouds always hide thesurface of Venus, so it was thought possible that the temperature and atmosphere on the planets surfacemight be suitable for living things. But it is now known that the surface of Venus is too hotanaverage of 800 F (425 C)for liquid water to exist there. The life forms man is familiar with could notpossibly live on Venus. The Earth has excellent conditions for life. The temperature is cool enough so that liquid watercan remain on Earths surface. In fact, oceans cover more than two thirds of the surface. But thetemperature is also warm enough so that a small fraction of this water is permanently frozennear theNorth and South Poles and on some mountain tops. The Earths atmosphere is dense enough for animals to breathe easily and for plants to take upthe carbon dioxide they need for growth. But the atmosphere is not so dense that it blocks out sunlight. Although clouds often appear in the sky, on the average enough sunlight reaches the surface of the Earthso that plants flourish. Growing plants convert the energy of sunlight into the chemical energy of theirown bodies. This interaction between plants and the sun is the basic source of energy for virtually allforms of life on Earth. Extensive exploration of the sea floor since 1977, however, has uncovered the existence ofbiological communities that are not based on solar energy. Active areas of sea floor spreading, such asthe centers in the eastern Pacific that lie far below the limit of light penetration, have chimney likestructures known as smokers that spew mineral-laden water at temperatures of approximately 660 F (350 C). Observations and studies of these active and inactive hydrothermal vents have radically alteredmany views of biological, geological, and geochemical processes that exist in the deep sea. One of themost significant discoveries is that the vents and associated chemical constituents provide the energysource for chemosynthetic bacteria. These bacteria form, in turn, the bottom of the food chain,sustaining the lush biological communities at the hydrothermal vent sites. Chemosynthetic bacteria arethose that use energy obtained from the chemical oxidation of inorganic compounds, such as hydrogensulfide, for the fixation of carbon dioxide into organic matter. Although the atmosphere allows sunlight to reach the Earths surface, it blocks out certainportions of solar radiation, especially X rays and ultraviolet light. Such radiation is very harmful,and, if the atmosphere did not filter it out, probably none of the life forms on Earth could ever havedeveloped. So, the necessary conditions for these life formswater, the planet in the solar systemknown to have all these right conditions. THE EARTHS PLACE IN SPACE Despite its own special conditions, the Earth is in some ways similar to the other innerplanetsthe group of planets nearer to the sun. Of these planets, Mercury is the closest to the sun;Venus is second; the Earth is third; and Mars is forth. All of these planets, including the Earth, arebasically balls of rock. Mercury is the smallest in size. It diameter is about two thirds the greatestwidth of the Atlantic Ocean. Mars is larger than Mercury, but its diameter is only a little more thanhalf that of the Earth. Venus, width a diameter of roughly 7 600 miles (12 000 kilometers), is almost aslarge as Earth. Four of the five outer planets are much bigger than any of the inner planets. The largest,Jupiter, has a diameter more that 11 times as great as that of the Earth. These four outer planets arealso much less dense than the inner planets. They seem to be balls of substances that are gases on Earthbut chiefly solids at the low temperatures and high pressures that exist on the outer planets. The exact size or mass of Pluto, the most distant planet, is not known. Its composition is alsoa mystery. All that is known for sure about Pluto is its orbit . Plutos average distance from the sunis almost 40 times that of the Earth. At the outer reaches of the solar system are the comets. A comet consists of nucleus of frozengases called ices, water and mineral particles; and a coma of gases and dust particles. Some comets alsohave tails. A comets tail consists of gases and particles of dust from the coma. As the cometapproaches the sun, light from the sun and the solar wind cause tails to form. For this reason the tailspoint generally away from the sun. THE PLANET For several hundred years almost everyone has accepted the fact that the world is round. Mostpersons think of it as a sphere, somewhat like a solid ball. Actually, the diameter is nearly, but notexactly, spherical. It has a slight bulge around the equator. Measured at sea level, the diameter ofthe Earth around the equator is 7 926.7 miles (12 756.8 kilometers). The distance from the North to the South pole, also measured at sea level, is 7 900.0 miles (12713.8 kilometers). Compared to overall diameter, the difference seems smallonly 26.7 miles (43kilometers). But compared to the height of the Earths surface features, it is large. For example, thetallest mountain, Mount Everest, juts less than 6 miles (9 kilometers) above sea level. The Earthsshape has another slight distortion. It seems slightly fatter around the Southern Hemisphere than aroundthe Northern Hemisphere. This difference is, at most, about 100 feet (30 meters). The shape of the Earth was originally calculated from measurements made by surveyors who workedtheir way mile by mile across the continents. Today, artificial satellites, then calculate thegravitational force that the Earth exerts on the satellites. From these calculations, they can deducethe shape of the Earth. The slight bulge around the Southern Hemisphere was discovered from calculationsmade in this way. The Earths Mass, Volume, and Density The mass of the Earth has been found to be, in numerals, 6 sextillions, 595 quintillions tons. Scientists measure the Earth mass by means of a very delicate laboratory experiment. They place heavylead weights of carefully measured mass near near other in an apparatus that measures the force of thegravitational attraction between them. According to Newtons law of gravitation, the force of gravity is proportional to the products ofthe two masses involved. The force of the Earths gravity on the experimental mass is easily measured. It is simply the weight of the mass itself. The force of gravity between two known masses in thelaboratory can be measured in the experiment. The only missing factor is the mass of the Earth, whichcan easily be determined by comparison. Scientists can calculate the Earths volume because they know the shape of the Earth. Theydivide the mass of the Earth by the volume, which gives the average density of the material in the Earthas 3.2 ounces per cubic inch (5.5 grams per cubic centimeter). This average value includes all the material from the surface of the Earth down to the center ofthe Earth. But not all of the material in the Earth has the same density. Most of the material on thecontinents is only about half as dense as this average value. The density of the material at the centerof the earth is still somewhat uncertain, but the best evidence available shows that it is about threetimes the average density of the Earth. Lucky Shot EssayIn New York City, where fresh water is available, the cost is about 20 cents per thousand gallons. Scientists have investigated the use of nuclear-powered distillation plants. One plant wouldproduce 150 million gallons of water daily at a cost of 35 to 40 cents per thousand gallons. It alsowould provide nearly 2 million kilowatts of electricity. The Atmosphere The Earths structure consists of the crust, the mantle, and the core. Another way of definingthe Earths regions, especially those near the surface, makes it easier to understand importantinteractions that take place. In this definition, the regions are called the lithosphere, thehydrosphere, and the atmosphere. The lithosphere includes all the solid material of the Earth. Litho refers to stone, and thelithosphere is made up of all the stone, rock, and the whole interior of the planet Earth. The hydrosphere includes all the water on the Earths surface. Hydro means water, and thehydrosphere is made up of all the liquid water in the crustthe oceans, streams, lakes, andgroundwateras well as the frozen water in glaciers, on mountains, and in the Arctic and Antarctic icesheets. The atmosphere includes all the gases above the Earth to the beginning of interplanetary space. Atmo means gas or vapour. The atmosphere extends to a few hundred miles above the surface, but it has nosharp boundary. At high altitudes it simply gets thinner and thinner until it becomes impossible to tellwhere the gas of interplanetary space begins. The atmosphere contains water vapour and a number of other gases. Near the surface of the Earth,78 percent of the atmosphere is nitrogen. Oxygen, vital for all animal species, including man, makes up21 percent. The remaining one percent is composed of a number of different gases, such as argon, carbondioxide, helium, and neon. One of thesecarbon dioxideis a vital to plant life as oxygen is to animallife. But carbon dioxide makes up only about 0.03 percent of the atmosphere. The weight of the atmosphere as it presses on the Earths surface is great enough to exert anaverage force of about 14.7 pounds per square inch (1.03 kilograms per square centimeter) at sea level. The pressure changes slightly from place to place and develops the high and low pressure regionsassociated with weather patterns. The pressure at 36 000 feet (11 000 meters) a typical cruisingaltitude for commercial jet planesis only about one fifth as great as atmospheric pressure at sealevel. The temperature of the atmosphere also falls at high altitudes. At 36 000 feet (11 000 meters),the temperature averages -56 C. The average temperature remains steady at 56 C and up to an altitudeof 82 000 feet (25 000 meters). Above this altitude, the temperature rises. The atmosphere has been divided into regions. The one nearest the Earthbelow 6 miles (10kilometers)is called the troposphere. The next higher region, where the temperature remains steady, iscalled the stratosphere. Above that is the mesosphere, and still higher, starting about 50 miles (80kilometers) above the surface, is the ionosphere. In this uppermost region many of the molecules and atoms of the Earths atmosphere are ionized. That is, they carry either a positive or negative electrical charge. The composition of the upper atmosphere is different from that of the atmosphere near the Earthssurface. High in the stratosphere and upward into the mesosphere, chemical reactions take place amongthe various molecules. Ozone, a molecule that contains three atoms of oxygen, is formed. ( A moleculeof the oxygen animals breathe has two atoms.) Other molecules have various combinations of nitrogen andoxygen. In higher regions the atmosphere is made up almost completely of nitrogen, and higher stillalmost completely of oxygen. At the outer most reaches of the atmosphere, the light gases, helium andhydrogen, predominate. The Earths Magnetic Field Scientists explain that another boundary besides the atmosphere seems to separate the environmentof the Earth from the environment of space. This boundary is known as the magnetopause. It is theboundary between that region of space dominated by the Earths magnetic field, called the magnetosphere,and interplanetary space, where magnetic fields are dominated primarily by the sun. The Earth has a strong magnetic field. It is as if the Earth were a huge bar magnet. Themagnetic compass used to find directions on the Earths surface works because of this magnetic field. This same magnetic field extends far out into space. The Earths magnetic field exerts a force on any electrically charged particle that moves throughit. There appears to be a steady wind of charged particles moving outward from the sun. This solar wind is deflected near the Earth by the Earths magnetic field. In this interaction,the Earths magnetic field is slightly squeezed in on the side that faces the sun, and pulled out into along tail on the side away from the sun. In the magnetosphere, orbiting swarms of charged particles move in huge broad belts around theEarth. Their movement is regular because they are dominated by the comparatively constant magnetic fieldof the Earth. The discovery of these radiation belts by the first American satellite, Explorer 1, wasone of the earliest accomplishments of the space age. The charged particles within the radiation belts actually travel in a complex corkscrew pattern. They move back and forth from north to south while the whole group slowly drifts around the Earth. When the magnetic field of the sun is especially strong, the magnetosphere is squeezed. Thebelts of trapped particles are pushed nearer to the Earth. Scientists are not certain what causes thefamous aurora borealis, or northern lights, and the aurora australis, or southern lights. According toone explanation, when the trapped particles are forced down into the Earths atmosphere, they collidewith particles there and a great deal of energy is exchanged. This energy is changed into light, and thespectacular auroras result. The Earth Through Time The Earths crust formed about 4.5 billion years ago. Since then the surface features of theland have been shaped, destroyed, and reshaped, and even the positions of the continents have changed. Over the years, various kinds of plants and animals have developed. Some thrived for a time and thendied off: others adapted to new conditions and survived. All these events are recorded in the Earths rocks, but the record is not continuous in anyregion. Geologists can sometimes fill in the gaps by studying sequences of rocks in various regions ofthe Earth. The Earths Motion and Time The Earth makes one rotation on its axis every 24 hours with reference to the sun. It is 24hours from high noon on one day to high noon on the next. It takes 365.25 daysone yearfrom the Earthto travel once around the sun. Calendars mark 365 days for most years, but every fourth yearleapyearhas 366 days. When observed from over the North Pole, the Earth rotates and revolves in a counterclockwisedirection. When observed from the South Pole, the Earth rotates and revolves in a clockwise direction. The Changing Earth The great features of the Earth seem permanent and unchanging. The giant mountain ranges, thelong river valleys, and the broad plains have been known throughout recorded history. All appearchangeless, but changes occur steadily. Small ones can be seen almost any day. The rivulets of mud thatform on the side of a hill during a rainstorm move soil from one place to another. Sudden gusts of windblow dust and sand around, redistributing these materials. Occasionally, spectacular changes take place. A volcano erupts and spreads lava over thesurrounding landscape, burying it under a thick layer of fresh rock. Earthquakes break the Earthscrust, causing portions of it to slide and move into new positions. In the lifetime of one man, or even in the generations of recorded history, these changes havebeen small compared to the changes that created mountains or the vast expense of the prairie. But therecorded history of man covers only a short period of the Earths history. Scientists believe that theEarth has existed for about 4.5 billion years. Mans recorded history extends back only about 6 000years, or 0.0000013 percent of the Earths age. There is ample evidence that the Earths surface haschanged greatly since its original formation.

Buyer Behaviour Essay Example For Students

Buyer Behaviour Essay Working women buy products and services essentially the same as non working women. INTRODUCTIONConsumer behaviour can be defined as the acts of individuals directly involved in obtaining and using economic and services, including the decision process that precede and determine these acts. (Engel et al, 1968, p 5)Buyer behaviour refers to the acts of individuals directly involved in the exchange of money for economic goods and services and the decision process that determined these act. (Engel et al, 1968, p 5). Both consumer and buyer behaviour differ amongst the population as people have different wants and needs. Therefore it is untrue to say that working women buy products and services essentially the same as non working women. No two people are similar as physiological factors, cultural forces, economic considerations, interpersonal relationships, personality, self-concept, and learning are variables that shape goals and influence. (Runyon, K.E. 1980). However consumers can be put into groups if they have similar characteristics, i.e. if they come from the same social class, background, age, lifestyle. Working and non-working women can be segmented in two separate groups. They are different because of many influences. Some are external due their social environment. What they do with these social stimuli involves a psychological process that differs from each other. These social influences and internal processes may evolve into a decision by the consumer to make a purchase or not. (refer to table 1). (Engel et al, 1968). As both groups possess different characteristics, it is necessary for marketers to understand that they will have different wants and needs. Table 1. Factors influencing behaviourPersonal PsychologicalCulturalSocial ? Age LifestyleMotivationCultureReference groups? OccupationPerceptionSubcultureFamily? Economic LearningSocial classRoles status? Personality Beliefs ? Self conceptAttitudesCulturalEngel et al, (1968) suggest that culture refers to the unique patterns of behaviour and social relations that characterises and distinguishes it from other societies. Culture is not inherited genetically, it is rather the result of learning. Parents, teachers and schools help indoctrinate each generation into a cultural decision. All cultures will develop from interactions between people in efforts to adjust to one another and their environments. In each society, the culture of that society has a functional purpose. It provides values, beliefs, attitudes, and behaviours that facilitate human interaction. The culture of a working woman will be very different from that of a non working female. Spiro, R.L studies show that Strodtbec t, I. L. found cultural differences with respect to the roles of females were related to differences in decision making. This is because both groups will have different beliefs and attitudes due to the way they have been nurtured. Social In a materialist society economic well-being much determines what social class you are in. If this was the case, than working women would be in a much higher class than non working. However focusing primarily on income fails to recognise the differences in spending of disposal income characteristics of social classes. For example a teacher who earns the same as a truck driver will spend their money in distinctly different ways, the service and goods will not be the same. (Runyon, K.E 1980). Working women may spend their money on socialising i.e. with friends etc. whereas a non working woman may have children and therefore spend much money on the family Social class differences are variations in life-styles, in values, interpersonal attitudes and self perception. These differences influence consumer behaviour, shopping patterns, and effective communications. Therefore marketing practitioners should understand that social class should be considered as a variable when may be help ful in developing strategies of product differentiation and market segmentation, however this does depend on the type of product itself the patterns of usage and competitive climate in which the product exists in. The working woman will more likely be earning a salary/wage than the non working which then puts them into different social group. Because of the money being earned this again changes the lifestyles, behaviour and attitudes of the non working female. The significance of reference group to buying behaviour varies depending upon the product or service, i.e. whether it is a necessity or luxury. Reference groups can be segmented into different categories, primary references will include immediate families, close friends and work co-workers. This group is particularly important when are purchases are made that will affect other members of the family such as holidays are booked. Secondary reference groups are those who we have formal contact with such as religious organisations, trade unions. (Runyon, K.E, 1980)Women change as consumers, as they have move through different stages of the lifecycle. The way they buy, and use products, read, watch and listen to media is affected by whom they live with, i.e. if there is a partner, children or single. Harvard Business Review (1978)Familiy background will also affect buying decision. This includes political views and how education is valued. It can be assumed that a working woman may be more educated than a non working women who may not find education as being a key priority. Adcock, D et al, (1993) suggest that status within these groups are not necessarily automatic, therefore purchase which imply status within this group are likely to be affected by the expected attitude to the product itself. Roles and status Working women tend to play a greater role in family decision making than non working. Studies by Wolfe, D.M. (1959) claim that the working woman gains power in several ways. Firstly she has resources such as financial. Intellectual, skill which cannot be developed at home, and secondly she becomes less dependent on her partner (if not single) for the satisfaction of her social and prestige needs. Personal The buying decision often depends on the consumers demographic profile. Any of the below variables can be relevant to an individuals buying decision. Lifestyle age A working woman will lead a different lifestyle to a non working woman. Working women will tend to spend money on lunch snacks from shops and eat out in restaurants more than unemployed as working women avoid cooking and this is one reason for eating out. Mintel report (Women 2000 Women and Shopping: The Role Of Convenience. (11/01/99) claims that 47% of working women will spend their Friday evening at the public house whereas only 19% of non working women will. (Refer to appendix 1). 11% of women with full time jobs say they visit or order from pizza or pasta restaurant at least once in 2 weeks where as only 4% of non working women do. (see appendix 2)Mintel studies of Women 2000 claim that working women are considerably more likely than those without jobs to be interested in film, book and music review. (WWW.sinatra.com)Bartos, R. (1979) studies show that working wives spend fewer hours per week carrying out house chores, thus many find it necessary to purchase time saving goods and services in order to successfully combine dual productive roles. Marginal costing distingushes between fixed costs and variable costs Essay? Target market selection? Product and services? Pricing decisions? Promotion decisions. ? Distribution process? PositioningTarget market segmentationMarketers should look at working women and non working women as two separate segments. This is because they shop differently, favour different brands, use media differently, have different motives and lifestyles. Harvard Business Review (1978)Product and servicesFrom the research carried out, evidence shows that working women will not purchase products and services essentially the same. Many internal and external factors will determine their purchase decision making. Pricing decisionNon working women will be cautious about the value of products and services, whereas the higher salary /wage earned by the working woman will vary in the cost of what they will pay for a service or product. The working woman may be brand loyal, however the non working woman will usua lly buy a less expensive product. (WWW.mintel.com). Promotion decisionsMintel report (Women 2000, 11/01/99) concludes that advertisers and marketers need to target working women differently from non-working women. This is because non working women watch more television than working women who scarcely view it morning or evening. Also working and non working women perceive different perceptions and messages from advertising. For example a study was conducted to examine how employed and non-employed wives respond to different elements of automobile advertising messages. Data was gathered by interviewing 727 women via telephone. Results revealed that employment status significantly affects perceptions of advertising message appeals. More so, retired wives respond differently from other home-makers even though they are also non-employed. It also found that employed wives views value for money, interest rate of loan and monthly payment more important than non-working women. However the latter considered length of warranty and special rebate offer to be of greater importance than employed women. European Business ASAP (Jan,1997 v37 p54)Working women are the heaviest listeners to Radio and magazines tend to be more important in their lifestyles. Harvard Business Review (1978). Distribution decisionsWorking women are least likely to enjoy any grocery shopping however they do shop in more than one grocery shop. It can be recommended that a secondary shopping outlet be situated near workplaces. Home deliveries could be successful as this would make them a prime target for home shopping services. PositioningTherefore marketers will need to position their products differently in the market so they can target both groups of women who have different wants and needs. BIBLIOGRAPHYBooksWolfe, D.M. Power and Authority In the Family. In Dorwin Catwright, ed., Studies in Social Power (Ann Arbor: University of Michigan, 1959), P.109Engel, J.E., Kollat, D.T,. Blackwell, R.D. Consumer Behaviour. Pub-Holt, Reinhart and Winston, Inc. (1968,)Runyon, K.E. Consumer Behaviour and the Practice of Marketing. 2nd edition. Pub-A. Bell and Howell Company (Northern Arizona University) (1980). Adcock, D., Bradfield, R., Halborg, A., Ross, R., Marketing Principles and Practice. Pub-Pitman Publishing (1993). JournalsWhat Every Marketer Should Know About Women. Harvard Business Review 56, 3 (1978): 73-85European Business ASAP (Jan,1997 v37 p54)European Business ASAP, (September,19,1991 p5)Spiro, R.L Persuasion in Family Decision Making. Journal of Consumer Research 9, 4 (1983): 393 402Bellante, D., and Foster, A.C. Working Wives and Expenditures on Services. Journal of Consumer Research 11 (1984): 700-707 Bartos, R. The Moving target: The impact of Womens Employment on Consumer Behaviour. Journal of Marketing 41, 3 (1977): 31-37. InternetWWW.Mintel.com Women 2000, Women and Shopping: The Role Of Convenience. (11/01/99)WWW.Mintel.com Women and Finance (27/10/99)WWW.Emerald.com. Bartos, R. The Moving target: The impact of Womens Employment on Consumer Behaviour. Journal of Marketing 41, 3 (1977): 31-37.