Home Depot Essay

It is non common for an enterp muster up to rise from the level of start-up to marketplace place domination in less(prenominal) than 3 decades, unless photographic plate pole has this special distinction. With annual gross changes in excess of $80 gazillion from oer 2 kilobyte retail shop classs (A portrait of Growth, 2007) this peculiar jackpot did not blush exist until 1978. This stunning growth, which has an telling record of profitability as well, has been more(prenominal) often than not achieved in North the States, during the less than dynamic prison end points of the uttermost(a) quadrant of the twentieth coke.The photographic plate terminus achi constantly degree is not in mere commercial-grade or fiscal terms al single, save is excessively a powerful figure of the spirit of free enterprise the federation was founded by a team of unsloped 2 entrepreneurs, and has made complex inroads in all the communities it sues (Roush, 1999). This documen t combines both congenital and external views and accounts of the meshal histories and accomplishments of seat endpoint, and concludes with observations around the manageable coming(prenominal) prospects of the corporation in the orbicular markets which submit begun to unfold. Comp both compend berth computer storage has been built on a triad of platforms, which can be used to analyze its performance in qualitative terms (A portraiture of Growth, 2007). The starting of these planks has been to build on a gist argument, which the high society has executed with finesse and with glorious results. The corporate blot has be precipitate nearly synonymous with all do-it-yourself and do-it-for-me bag service cloakivities in the United States. The fraternity is present in all 50 States, and has a comprehensive package of point of intersections and work for all categories of individual theatre owners.The bon ton scrape is an assurance of quality and value-for-money f or an full times of U. S. citizens. Easily accessible client advice (Roush, 1999). and sinewy cultural roots in the multi-racial values of modern the States ar inextricably linked with all phases of ac bon ton operations. A second dimension of menage storage has been to extend business (A Portrait of Growth, 2007). The worry has been relatively conservative in this respect, adding sweeping and electronic business lines, but without the kind of aggressive expansion that was a hall-mark of its early years of store expansion.Indeed, it is also interested to dispose off its wholesale business. It is possible to think of m both extensions of the master copy central office amelioration business in a retail format, which the ac party seems to take on forth ignored. However, business extension remains a key stated aim of understructure pole. The one-third plank of syndicate terminus is to enter innovative markets (A Portrait of Growth, 2007). Implementation, beingness restricted to Canada, Mexico, and China, has been poor. Russia, India, the European Union, Brazil, the Middle East, and entropy Africa, ar some of the potential markets which internal Depot has ignored.There seems to be no corpseatic effort to operate the network and establish a strong global presence, as mevery otherwise U. S. base corporations work done. The boilersuit qualitative order analysis of theatre Depot shows integrity in and focus on growing the core business, with limited forays in diversification, and wobbly attempts to extend the business to all functional markets. Quantified company analysis leads to the same decision space Depot yields high short-run cash, but seems to be showtime on initiatives for new investment. 2005 Gross Profit, at over $27 billion, is more than a third of sales revenue.This is quite extraordinary for a business without proprietary products or technology. It reflects the success of the companys basal philosophy of achievi ng economies of scale (Roush, 1999). The 2005 achievement is no sc atomic number 18 away in the pan for the company has an mind-boggling record of 5 years of operating(a) margin expansion. Long term debt is less than 10% of equity, indicating some possible backwardness of company prudence astir(predicate)(predicate) forthcoming prospects. It does not augur well for investors who tincture for superior growth opportunities. The 2005 Quick ration is below 0. indicating efficiency in acquire and logistics, with due leverage of its commanding market sh atomic number 18 and brand strength. It is clear that place Depot is a flourishing and fat enterprise, though it is in fittedly ge ard to exploit new opportunities and emergent market trends. The companys monetarys and business structure designate that it whitethorn nonplus already plumed its best years, especially with respect to the demarcation lines to upgrade growth in North America. segregate accounts for operation s in China are not available in the prevalent domain, but it appears that the company has not matched its diachronic success in a new continent.The entrepreneurial origins of house subscribe to Depot may not be entirely applicable for the masterism demanded by a global market environment. Economics High volumes at low prices are at the heart of the business model (Roush, 1999). The network of over 2 thousand retail stores, with national retiring(a)e in the United States, and enviable brand equity, combine to attract a embarrassment of suppliers with apparent deep discounts for the companys endorsement. The economics of alkali Depot act as an entry barrier, preventing regional competitors from contend its market share.High cash generation puts Home Depot in a formidable bargaining position, and with the power to throw predatory pricing offers. The Home Depot economic model has deeper roots in people than in issue forths Decades of intensifier preparation and close int eraction amongst the founders and front-line employees (Roush, 1999) make the companys stores more than mere warehouses of branded goods. Home Depot emphasizes guest education, which attracts middle-class first time home buyers in sustained and queen-sized numbers.The company has carved a bountiful segment in the U. S. market with much(prenominal) deep footprints that they are al most(prenominal) unimaginable for newcomers to erase. Accounting Home Depot is listed on the New York Stock Exchange (Home Depot Inc, 2007). It has met all reporting and disclosure requirements without any exceptions on record. Auditor comments on its financial statements show adequate compliance with statutory accounting standards. It is apparent that the company has an adequate accounting system, which is able to capture inside learning of millions of transactions in reliable manner.though the Management Information Systems of Home Depot are not in the earthly concern domain, it is possible to observe that even statutory treasury functions are advantageous for the company. The learn of much(prenominal) a large number of sales items spread trans-nationally over such(prenominal) a large number of locations, would itself serve as an entry barrier for a new entrant. The company must pass in systems development, even if some move are outsourced, to account correctly for such a large number of effortless transactions. The Home Depot accounting system is therefore a significant non-financial addition of the corporation.Such systems restrain large future profit potentials if the company diversifies and enters new markets. finance Earnings arouse grown by more than 20% for 4 concomitant years (A Portrait of Growth, 2007). Cash generation exceeds $7 billion. Total assets are about $44 billion. The equity base is horse barn at just over 2 billion shares, but long term debt is just 9. 9% of equity. The company is surprisingly liquid for a business, which on composing shoul d be most vulnerable to the vagaries of node demand. The menstruum Ratio is just 1. 7, which is remarkable for so many items on sale across more than 2 thousand depots. Return on Investment in 18. 31, which exceed expected performance for a business without patents and proprietary technologies. Home Depot has a sterling financial performance, and is highly sound by all financial yardsticks. However, the equity is not adequately leveraged. It appears that the management does not have new ideas about the future, though the business segment in which it operates is full of technological, economic, spatial, and demographic changes.Even the Current and Quick ratios, while admirable from an comptrollers perspective, may be questioned in terms of inventories of scare materials such as wood. Overall, finance has opportunities to excel as a function when a company grows aggressively, makes determined expansion plans, and deals in multiple currencies. The financial waters of Home Depot are placid market The Finance function of Home Depot may be a quiet place, but trade is a dynamic function for the companyExcellence in guest serve is a founding value of the company (Roush, 1999). Much of this is achieved through intensive instruction programs, and by innovation in store design. It is hard to match the incomparable product and service combination of Home Depot and it is apparent that the company has a strong understanding of middle-class Americans as a customer segment. All home improvement gather ups can be met at the companys stores, and customers have come to rely on the companys pricing for a wide transformation of tools and fixtures.The company brand enjoys take-of-the-mind recall, and has strong associations with the generic wine wine product category of retail home improvement. The do-it-yourself product category is rattling large in most sections of U. S. society, so Home Depot has a long-wearing line of revenue by despotic this market. The busin ess calls for deep understanding of the multi-faceted extremitys of home owners, and Home Depot has nurtured a special bonding with typical customers ever since its inception. The brand loyalty is extremely strong and has not been broken by any competitor as yet.The company has such a strong hold on the market that new manufacturers of appliances, fittings, and surfaces, are hale to enter the market through Home Depot stores. Customer education is a key consideration at Home Depot (Roush, 1999). This serves to protect the companys market shares for even the most generic product lines, because no one else matches the information needs of new home owners, or older ones who encounter new problems in their properties. Since the company also offers favorable pricing, customers have little motivation to switch loyalties. reiterate custom is determined through universal customer satisfaction. There is also plenty of infinite devoted to do-it-for-me market segments, which combines well with the wholesale business (now on the block for sale) to bring in valuable endorsements from experts in the professional home repair and redecoration businesses. Customers routinely subvert Home Depot without any item product in mind, or even without fully knowing what exactly they need to buy. The friendly advice which is easily and freely available at Home Depot serves to nobble customers and has them returning for all home improvement needs.The service also serves to expand the overall market for home improvement, encouraging home owners to take on tasks which they may have left unattended or passed on to service providers, were it not for the guidelines forthcoming from the stores of Home Depot. The encouraging ambience in the stores of Home Depot is reinforced by fresh and timely mass media communication. By advertizing on a NASCAR theme on television (A Portrait of Growth, 2007) the company shows deep appreciation of its typical customer cluster, and their preferences.Ho me Depot is also an official NFL sponsor, which is most appropriate considering the profile of the typical customer who shops at Home Depot, and who is responsible for the massive majority of home improvement decisions. Home Depot excels in all aspects of Marketing with sharp focus on a targeted segment. The Marketing Mix is a organise mix of product and service elements guaranteed to ensure repeat custom and durable brand loyalties. though Home Depot has not slackened its intensive marketing efforts to this day, the residual make of the goodwill it has generated can stand it in good stead for years.It is considered to be one of the best retailers in North America by customers, associates, and peers alike. Management The important executive Officer and senior Legal and gracious Resources personnel have left the company in the last 3 months cease February 2007 (A Portrait of Growth, 2007). All the vacancies have been fill by internal promotions. Such moves would assign strong management resistance to proposed changes of basic direction, and a determination to persist with ceremonious business patterns.The implications are even clearer for a company such as Home Depot, with strong traditions for developing and depending on people. The possible power struggle may have left significant sections of the remaining ply in turmoil, and perhaps now actively depending for alternate jobs. The former Chief Executive Officer is bound by a years no-compete clause, and cannot mash employees to leave and join in his other ventures for the next few years such clauses in separation contracts also paint a picture that many people in Home Depot may want to search for alternate jobs as soon as they have options.There is no deservingness in this matter as farther as Home Depots future prospects are concerned. There is worsened conflict with a major share-holder as well, over strategic direction (A Portrait of Growth, 2007). The share-holder entity, which is professiona lly managed, has merely asked for an independent system review, which is not something against the best interests of Home Depot. However, the advance has decided to oppose the constructive resolution. Reviews by outsiders are never binding on clients, so the managements intransigency in this matter leaves room for head about cohesion at the top of the hierarchy.It is apparent that the company is divided in the midst of proponents of change, and a powerful group which favors the status-quo-ante. Though Home Depot has a salient performance record, it is true that the 21st century global market is quite distinguishable from domestic USA towards the end of the last millennium. New demographic segments of the wealthy, and of some immigrants, have emerged even within the strong hold of the home market, so a rewording of strategy seems in order, even if such an exercise were to conclude that the company is already on the right course.Hands on Human Resources Management, with emphasis on training (Roush, 1999) formed the template of the early success of Home Depot. However, a modern corporation cannot survive on breakfast meetings between employees and founders alone Diversity concerns have sure altered the composition of the work force, so new ways of managing people and deploying resources are inevitable. The present Home Depot management may have become prisoners of past achievement, preferring to stay with a course which may not be appropriate any longer.While internal promotions are worthy to a certain extent, Boards also need infusion of new perspectives from other successful companies. By filling all the new-fangled vacancies internally, Home Depot may have deprived itself of valuable perspectives from the street. The companys close association with middle-class America may become a limitation as it is forced to engage with unknown markets and new customer types. Overall, serious discontinuities are evident in the highest echelons of Home Depot.

'Factor Influencing Mortar Selection\r'

'1 Independent paper Proposal ?????????? ?????? 50731710 ????????? ………………………………. ……… ????????????? ……………….. ……………… ???????? ??????????????????????? 15 ??????? 2552 ?????????????? …………………………. ………………… ?????? ………………….. ……… ?? ????????? ??????????? …………. …………………. …. ???? ………………………………………. …. 2 2552 ??????????? …………. …………………….. ?????????? ……….. ……. …….. ……………†¦ ???????????? (??????? ) ????????????????????????????????????????????????????????? (??????????? ) ? ????????????????? (?????????? ) significant factors influencing construction business for instant cementum (Dry Mortar cement) selection. ??.??.??????? ?????? ????????????????? ………………………….. ……………………………………………. ?.????????? ???????? ?????????????????? ……………………………………………………………………………… 2 ???????????????????? ?????? ??????????????????????????? ??????????????????????????????? (??????????? ) ????????????????? (????? 1 †3) square Factors Influencing Construction Business for Instant Cement (Dry Mortar Cement) Selection (Chapter 1 -3) ??? ?????????? ?? ???? ????????????? ????????? 50731710 ???? ??.??.??????? ?????? ???????????????? ??????? ? 3 ????? 1 ????? ??????????????????? â€Å"?????????? ” ???????????? ??????????????????? ??????????????????????? ? ????????????????????????????????? ??????????????????????????????????? ?????????????? ? ????????????????????????????????? ???? ???????????????? ?????????????????????????? ??? ????? ????????????????? ???????? ???????????? ???????? ????????? ??????????????? ??? ???????????????????????????????????????????????????? ????????????????????????????????????? ? ????????? ????????????????????????????????????????????????? 8 ??? ?????? ? ?? 1. 2. 3. 4. 5. 6. 7. 8. ?????? ??????? ????????????? ??????? ?????? ????????????? ?????? (????? ) ?????? ????????????????? ?????? (????? ) ?????? ??????????? ?????? (????? ) ?????? ???????????????? ?????? (????? ) ?????? ?????????????? ?????? (????? ) ?????? ???????? (????????? ) ?????? ?????? ????????? ?????? ?????? ?????????????? ?????? ?????????????? ?????????????? 55. 36 ??????? ????????????????????????????????? ? ?????????????????????? 30 ???????????? ?????? 1-2 ????? ???????????????????? ??????????????????? ???????????????????????????????? ??????????????????????????????????????????? ???? ???? ????????????????? ????????????????????????????????? ??????? ????????????? ?????? ??????????????????????????????? ????????????????????????? ??? ??????????????? ????????????????????? ???? ?.?. 2551 ?????????? 1. ?????? ??????? ????????????? 8% 2. ?????? ????????????????? ?????? (????? ) 27% 4 3. 4. 5. 6. ?????? ??????????? ?????? (????? ) 18% ?????? ???????????????? ?????? (????? ) 9% ?????? ??????????????? ?????? (????? ) 4% ????? 4% ?????????????????????????????????????????? ??????????????????????????????????? ?? ??????????????????????????????????????????? ????????????????????????????????? ??? ????????????????????????????????? ??? ?????????????????????????????????????? ?????????? ????????????????????????? ???? ???? ??????????????? ?????? ?????????????????????????????????? ?????????????? ?????????????????????????????????????????????????????????? ??????????? ? ????????? ?????????????????????????????????????????????? ???????????????????? ???????????????????? ???? ??????????? ???????????????????????? ?????????????????? ???? ?????????????????????????? ????????????????? ???????????????? ????????? ??????? ?????? ????????????????? ?????? (????? ) ?????????????????????????????? ??????????????????????????????????? 3 ??????? ?????????? 8 ??? ???????????????? ?????????????????????? 3 ??????? ??? 1. ?????? ???????????? ?????? ???? SMC ??????? ?????? ????????????? ?????? (????? ) 2. ?????? ????????????????? ?????? (????? ) ???? SCCC 3. ?????? ??????????? ?????? (????? ) ????\r\nTPI-PL ?????????????????????????????????????????????????? ???????????????????????????? ? ???? 5 ?????????????????????????? ?????? ????????????????? ?????? (????? ) ?????????????????????????????????????????? ???? 3 ?? ??????????????????????????????????????? 13 ?? ????????????????????????????????????????? ???? ???? ???????????????????????????????????????????????????????????????????????????????? ? ?????????????? ??????????????????????????? ??? ????????????????????????? ???????????? ??????????????????????????????? ??????????????????????? ????????????????????????? ? ??????? ????????????????????????????????????????????????? ???????????????????????? ?????????????? ?????????????????????????? ??????? ?????????????????????????? ??????????????? ??????????? 1 ?? 2549 2550 2551 2552 2553 ???????????????? ?????????? ? ?????????? ???????????? (??? ) (??? ) ???????? (??? ) ??????? 115,000 113,013 -1,988 -1. 73% 200,000 178,763 -21,237 -10. 62% 260,000 166,207 -93,793 -36. 07% 330,000 400,000 ???????? 1 ????????????????? ?????????? ????????????????????? ??????????? 1 ????? ???????????????????????????????????????????????????? ???????????? ????????????????????????????????????????? ???????????????? ?????????? ??????????????? ????????? ??????????? 2 ??? ??????? 3 6 ?? 2549 2550 2551 2552 2553 ???????? ????????? ????????? ????????? ????????? ??? SMC (??? ) TPI-PL (??? ) SCCC (??? ) ??????? (??? ) 1,530,000 603,738 371,943 113,013 441,307 1,630,000 682,807 436,025 178,763 332,405 1,730,000 739,575 513,810 166,207 310,408 1,850,000 1,970,000 ???????? 2 ??????????? ?????????????????????????? ???????????? ??? SMC 39. 46% 41. 89% 42. 75% ???????????? ??? TPI-PL 24. 31% 26. 75% 29. 70% ???????????? ??? SCCC 7. 39% 10. 97% 9. 61% ???????????? ?????????? 28. 84% 20. 39% 17. 94% ?? 2549 2550 2551 2552 2553 ???????? 3 ???????????????????????????????? ????????????????????????????????? ????????????????????????????????????????? ?????? ???????????????? ????????????????????????????????????????????????????????? ??????? ??????????????? ????????????????????????????????????????????????????????????????? ?????????????????????? ??????????????????????????? ?????????????????????????????????????????? ???????????????????????????????? ? ??????? ?????????????? ????????????????????????????????????????????????????? ???????? ??????????????????????????????? ??????????????????????????????????????????? ???????????? ????????????????????????????????? 7 ????????????????????????? ??????????????????????????????????????????????? ???????????????? ?????????????????????????? ???????????????????????? ????????????????????? ??????????????????????????????????????????????????????????????? ?????????????????????????????????????????????????????????????? ???????????????????? ??????????????????????? ????????????????????????????? ?????????????????????????????? ? ?????????????????????????????????? ??????????????????????? 1. ????????????????????????????????????????????????????????????????????????????? ?? ???????????????????????????? 2. ???????????????????? ??????????????????????????????????????????????? ??????????? ???????????????????????????? 3. ???? ? ?? ??????? ? ?????? ??? ? ?? ???? ? ?? ? ?? ? ?????? ? ?? ? ????????????? ? ???????? ??????????????? ????????????? ???????????? 1. ??????????????????????????????????????????????????????????????????? 2. ?????????????????????????????????????????? ? 3. ??????????????????????????????????????? ????????????????? 1. ?????????????????????????????????? ?.?. 2549 2. ?????????????????????????????????????????????????????????????????????? ? ? 3. ???????????????????????????????????????????? 8 ?????????? ????????????????????????????????????????????? ?????? 1. ?????????? ??? ???????????????????????????????? ??????????????????????????????????? ???????? ??????????????????? ?????????????? (1450 ? C) ????????????????????????? 2. ??????????? ??? ????????????? ??????????? ??????????????????? ???????????????? ????????????????????????? ??????????????????????????????????????????????????? ?? ? ?????????????????????? 9 ????? 2 ????????????? ?????????????? ?????????????????? ????????????????????????????????? ??????????????????????? ?????? ? 1. 2. 3. 4. 5. 6. ????????????????????????????????? ??????????????????????????????? ???????????????????????????????? ???????????????????????????? ?????????????????????????????? (Organization Buying) ????????????????????? merchandising Mix) ?????????????????????????????????????????? ??????????????????????????? ????????????????????????????????????????? 4 ?????? ??? 1. ?????????????? (Sole proprietorship) (Allyn and Bacon, 1987) ???????????????????? ????????????? ?????????????????????? ? ??????????????????????????????????????????????????????????? ???????????????? ?????????????? ????????????????????????????????????????????? ?????????????????????????????????????????????? ??????????????????????????? 10 (????? ????????? , 2549) ???????????????????????? ????????????????????????????? ?????????? ?????????????????????????????????????????????????????????? ??? ????????????????????? ??????????????????????????????????????????? ??? ?????????????????????????????????? ????????????????????????????? ????????? ??????????????? ?????????????????????? ??????????????????????????????? ???? ?????????????????????????????????????????????????? ???????????????????????????????????????????????????? ???????????????????????????????????? ??????????????????????????? ?????????????????????? ????????????????????????????? ????????????????????????????????????????????????????????????????????????????????? ? ??? ???????????????????????????????? ?????????????????????? ????????? ???????????????????????? ????? ????????????????????????? ????????????????????????????????? 2. ?????????????????? (Limited Partnership) (Allyn and Bacon, 1987) ?????????????????? (Limited partnership) ??? ??????????????? ? ???????????? ??????????????????????????? ????????????????????????????? 1 ????? ???????????? ?? ?????????????????????????????????????????? ??????????????????????????????????????? ? ???????????????????????????????????????????????? ?????????????????????????????????????? ??????????????????????????? ????????????????????????????? ? (????? ????????? , 2549) ?????????????????? (Limited partnership) ????? ?????????????? ??????????? 2 ???????? ???????????????????? ??????????????????????????????????????? ??????? ? ? ?? ????????????????????????????? ????????????????????????? ??????????????????????????????? ??????????????????????????????????????????????????????????????????????? ??????????????? ???????????????????????????????????????????????? ?????????????????????????????????????????? ?????? ????????????????????????????????????????????????????????????????????????????? ???????????? ??????????????????????????????? 11 3. ???????????? (Corporation) (Straub/Attner, 1985) ???????????? ??? ???????????????????????????????????????? ????????? ???????????????????????????????????????????????????????????? ????????????? ?????????????? ??????????????????????????????????????????????????????? ???????????????? ?? ???????????? ?????????????????????????????????????????????????????????? ? (????? ????????? , 2549) ???????????? ????????????????????????????????? 7 ???????? ????????????????????? ????????????????? ????????????????????????????? ????????????????????????? ???????????????????????????????????????? ?????????????????????????????????????????????????? ?? ? ????????????????????? ???????????????????????????????? ?????????????????????????????????? ??? ????????????????????????????????? ???????????????????????????????? ??????????????????? ???????????????????????????????????? ??????????????????????????????????????????????????? ???? ? ??????????????? ??????? ??? ????????????????????????????????????????????????? ??? ???????????????????? ????????????????????????????????????????????????????????????????????? ? ??? ????????????????????????????????????? ???????????????????????????????????????????????? ? ??????????????? ?????????????????????????????????????????? ???????? ????????????????????????????? ???????????????????????????????????????????????????????????????????????????? ???????????????????????????????????????????????????????? ??????????????????? ????????????? ????????????????????????????????? ?????????????????????????????? ??????????????????????????????????????????????????????????????? ? ?????????????????????? ????????????????????????????????????????????????????????????????? ?????????????? ??????????????????????????????????????? ????????????????????????????????? ???????????????????????????????????????????? ????????????? ?????????????????????????????????????? 12 4. ???????????? (????? ) ( universal Company) (????????? , 2552) ??????????? ??? ?????????????????????????? ?.?.?.??????????? ?.?. ? ? 535 ??????????????????????????????????????????????? ????????????????????????????????? ? ????????????????????????????? ?????????????????????????????????????????????????????????? ? ? ?????????? ?????????????????????????????????????????????????? ??????????????????????????????? ?? ???????????? (????? ) ??? ?????????????? ??????????????????????? Public Limited Company ? ?????????????? Plc ???? PLC (Public Limited Company) ???????????????????????????? ?????? ????? ??????????????????????? ? one-on-one ????????????? Pcl ???? PCL (Public Company Limited) ????????????????????????? ????????????????????????????????????????????? ??? ?. ????????????????????????????????????? 15 ???????? ?????????????????? 5 ?? ? ?????? ?. ??????????????????? one hundred ???????? ??????????????????????????????????????????? 0. 6 ??????????????????????????????????? ???????????????????? 50 ????????? ? ? ????????????????????????? ????????????????????????????????????????????????? ? ?????????????????? 10 ?. ??????????????????????????????????????? 5 ??????? ?????????????????????? ??? ????????????????????????????????? 20 ??? ???????????????? 100??? ? ????????????????????????? (Trewatha Newport, 1982) ?????????????????????? ????????????????????????????????? ????????????????????????????????? ??????????????????????????????????????? ??????? ?????????????????????????? ?????????????????????????????????????????????????????? ???????????????????????????????????????? ????????????????????????????????????????? ?????????? ???????????????????????? ?????????????????????????? ??????????????????????????????? ? ????????????????????????????????????????????????? ???????????????????????????????????? ? ???????????? 4 ????????????? ?????? (??.??.????? ???????????? , 2552) ????????? ??? ???????????????????? ? ??????????????? ? ???????????????????? ???????????????????? ???????????? ?????????????????? ?????? ?????????? 13 ?????? ???????????????? ????????????????????????????????????????????????????????????? ???????????????????? ?????? 1 ???????????????????????? ?????????????????????????????????????????????????????? ?????????????? 2 ??? ? ??? ????????????? ??????????????? ??????????????? ??????????????????????? 3 ????? ??? 1. ????????????????? ?????????????????? â€Å"????????????????? ” ???????????????????????????????? ?????????????????? ???? ??????????????????? ??????????????? ????????????????????? ? ????????????? ??????????????????? 2. ?????????????????? ?????????????? ????????????????????????? ???????????????????????? ???? ?????????? ?????????????????????????????????????????????????????????????????? ??????????? 14 3. ?????????????????? ???????????????????? ???????????????? ???????????????????????????? ? ? ????????????????????????????????????????? ????????????????????????????????????????? ? ?? ?? ?????????????????????????????? ? ???????????????? ??????????????????????????????????? ????????????????????????????? ???????????????????? ?????? 1. ???????????????????? ????????????????????? ???????????????????????????????????? ????????????????????????????????? 2. ??????????????????????? ?????????????? ??? ??????????????????????????????????????? ?????????????????????????? ????????? ???????????????????????????? ????????? ?????? ???????????? ???????????????? ????????????????????? ??? 3. ?????????????????? ???????????????????????? 3 ????????? ???????????????????? ??? ??????????? ?????????????? 4. ????????????????????????? ?????????????????????????????????????????? ?????????????? ????? ???? ????? ??????????????????????????????????????????? 5. ???????????????????? ???????????? 2 ??????????? ? ??? ??????????????????????????? ?????? ????????????????????????????????????? 6. ?????????????????????????????????????????????????? ????????????????????????????? ? ?????? ??? ???????????????? ?????????????????????? ?????????????????????????????????? ???????? ????????????? ????????????????????????????????????????????????????????? ??????? ?????? ????????????????????????????????????? 4 ???????????????????? ?????? 1. ????????????????? (Top Management) ??????????????????? ?????? ????????? ???????????????? ??????????????????? ???????????????? ??????????????? ? 2. ????????? (Manager) ??????????????????? ????????????? ???????????????? ????????????? ????????????????? ??????????????? ????????????????????????????? 2 ??????????? 15 3. ?????????????????????????????? (Frontline manage or supervisor or Group leader) ???????? ??????????? ????????????? ????????? ?????????? ??????????????? (For eman) ???? ???????????? ??????????????? ????????????????????????? 1 ????? ? ?? 4. ??????? (Staff) ???????????????????????????????????????????? ???? ?????????????? ????????????????????????? ??? ????????????? ???????????????????????????????????????? ???????? 4 ????? ??? ? 1. 2. 3. 4. ?????????????? ??????????????????? ?????????????????????????? ? ?????????????????? ?????????????? ????????????????????? ????????????????????????? ? (?????????????????? ???.????????????????? , 2552) ????????????????????????? ? ????????????? ?????????????????????? ???????????????????????????????? ????? ????????????????? ?????? (????? ) ?????????? 8 ??????? ?????? 1. ??????????? 1 ?????????? 9 ??????? ??? ????????? ???????? ???? ?????????? ???? ????? ?????? ?????? ???????????? 2. ??????????? 2 ?????????? 9 ??????? ??? ????????? ?????????? ?????? ??? ????????? ?????? ???????? ????????? ?????????? 3. ????????????????????? 1 ?????????? 10 ??????? ??? ??? ???????? ??????? ?????? ????????? ?????? ???????? ??????? ???????????? ??????????? 4. ????????????????????? 2 ?????????? 9 ??????? ??? ???????? ??????? ?????????? ????????? ????? ???????? ???????? ??????????? ?????????????? 5. ??????????? ?????????? 8 ??????? ?? ???????? ?????????? ?????? ???? ??????? ?????????? ????? ?????????? 16 6. ?????????? ?????????? 9 ??????? ??? ???????? ????????? ?????? ??????? ?????? ??????????? ?????????? ????????? ?????????? 7. ?????? ?????????? 15 ??????? ??? ?????? ????? ???? ????????????? ???????? ?????????????? ??????? ????? ?????? ???? ?????? ????? ????? ???? ??????????????? ? 8. ??????? ?????????? ?????????? ??????? ??? ????????????? ??????? ???????? ??????????? ????????? ??????? ?????????????????? ?????????????????????? ??????????????????????????????????????????????????????? ??????????? 6 ???? ???????????????? ?????? 1. 2. 3. 4. 5. 6. ????????????? 4 ??????? ????????????? 4 ??????? ????????? 10 ??????? ????????????? 10 ??????? ????????? 50 ??????? ????????????? 50 ??????? ????????? 100 ??????? ????????? ???? 100 ??????? ????????? 1,000 ??????? ????????????? 1,000 ????????????? ????????????????????????? (Organization Buying) (Philip Kotler and Kevin lane Keller, 2006) ????????????????? ??? ????????? ????????????????????????????????????????????????????????????????????? ????????????? ??????? ??????????????????????????????????????????? ??????????????????????????????????? ??? 1. ???????????????????????????????????????? ???? ?????????????????????????????? ?????? ???????????????????????????????? ????????? ????????????????????? 17 2. ???????????????????????????????????????? ????????????????????????????? ??????????? ????????? ????????????????????????? ?????????????????????? 3. ?????????????????????????? ???????? ??????? ??????????????? ?????????????????? ??????????? ?????????????????????????????????????????? ??????????????????????????? ???????????????????????????????????????????????????????? ???? ???????????????????????????????????????????????? ?????????????????????????????????? ? ???????? ?????????????????????????????????????????? 3 ??????????????? ??? ? 1. ????????????????????????? (Straight re-buy) ??????????????????????????????????????????? ??????????????????????????????? ???????????????????????????????????????????????????? ?? ???????????????????????????? ??????????????????????????????????????????????? ? ????????????? 2. ?????????????????? (Modified re-buy) ????????????????????????????????????? ???????????????????????????????????????????? ???? ??????????????? ????????? ??? ? ? ??????????????????????????????????????????????????????????????? ???????????????????? ????????? 3. ??????????? (New task) ????????????????????????????????????????????????????????????????? ??? ?????????????????????????????????????????????????????????????????? ??????????? ????????????????????? ????????????????????????? ????????????????????????? ???????????????? ???????????????????? ?????????????? ?????????????????????????????? ??? ????????? (Awareness) ???????? (Interest) ???????????? (Evaluat ion) ??????????? (Trial) ?????? ?????? (Adoption) ??????????????????????????????????????????????????????????????? ? ?????????????????????????? ???? ?????????????????????? ?????????????????????? ??????????????????? ?????????????????????? ????????????????????????????????? ????? ?????????????????????????????????????????????????????????? 8 ?????????????????????????????????????????????????????????????????????? ?????? ??????????????????? ???????????????????????????????????? ????????????? ??????????????????? ? ?????????????????????????????? ????????????????? ??????????????????? ?????? ???????????? ????????????????? ????????????????????????????? ????????????????????????????????????? ????? ?? ????????????????????????????????????????????????????????????????? ???????????????????????????????????????????? ???????????????????????? ?????????????????????????????????????????? ???????????????? (Buying Center) ????????????? ????????????????????????? ??????????????????????? ???????????? ??????????????? ?????????? ??????????????????????????????????????????????????? ????????????????????????????????????????????????? ??????????????????????????? ????????????????????????? 7 ?????? ??????????? 1. ?????????? (Initiators) ?????? ??????? ???????????????????????????????????????????? ???? ?????? 2. ?????? (Users) ?????? ??????????????????????????? ?????????? ?????????????????????????????????? ???????? ??????????????????????????????? 3. ???????????? (Influencers) ?????? ????????????????????????????????? ???????????????????? ?????????????????? ?????????????????????????????????? ???????????????????????? ????????????? 4. ??????????? (Deciders) ?????? ?????????????????????????????????????????????????? ?????? ????????? 5. ?????????? (Approvers) ?????? ????????????????????????????????????????????????????????????? 6. ??????? (Buyers) ?????? ???????????????????????????????????????????????????????? ????????????????????? ??????????????????????????????????????????? ???????????? ?????????????????????? ??? ?????????????????????????????????????????? ?????????? ????????????????????????????????????????????????????????????? 19 7. ????????????? (Gatekeepers) ?????? ????????????????????????????????????????? ????????? ?????????????????????????????????????? ???? ?????????????????? ?????????????? ??? ? ????????????????????????????????????????????????? ?????????????????????????????????? ???????????????????????????????????????????????? ?????????????????????????????? ????????????????????????????????? ????????????????????????????????????????????????????? ? ???????????????????????? ??????????????????????????????????????????????????????????????? ??????????????????????????????????????? ????????????????????????????????????????????? ?????? ? ? ????????????????????????????????????????????????????????????? ??????? ???????????????????????? ?????????????????????????????? ????????????????????????????????????????????????????? ?????????????????????????????????????????????????????????????????????????????? ???? ?????????????????????????????????????????????????????????????? ????????????????? 4 ????????? ? ????????? ?????? 2 ???????????????????????????????????? 1. ????????????????????? (Environmental factors) ??????????????????????????? ???????? ???????????????????????????????????????????????????? ????????????????? ???? ? ??????????????????????????? ??????????????? ??????????????? ??????? ?????? ? ????????????? ??????????????????????????? ??????? ??????????????? ????????? 20 ????????????????????????????????????????????????????????????????????????? ??? ????????????????? ??? ???????????????????????????????????????????????????? 2. ?????????????????? (Organization factors) ?????????????????????????????????? ?????? ??????? ????????? ???????????????? ?????????????????????????????????????????? ???????? ????????????????? ????????????????????????????????????????????????????? ???? ? ? ???? ????????????????????? (Purchasing-department upgrading) ????????????????????? ?????? (Centralized purchasing) ??? ???????????????????????????????????????? (Decentralized purchasing) ???????????? tenacious contract) ????????????????????? ??????????????????????????????????????????????? (Purchasing performance evaluation and buyer’s professional development) 3. ?????????????????? (Interpersonal factors) ???????????????????????????????? ? ??????????? ??????????????????????????????? ??????? ??????????? ??? ? ???????????????????????????????? ???????????????????????????????????????? ???????????????????????????????????????????????????????????????? ??????????? ? ??????????????????????? ????????????????????????????????????????????????????????? ??????????? 4. ??????????????? (Individual factors) ????????????????????????????????????????????? ??????? ????????? ????????????????????????? ?????????????????????????? ?????? ???????? ??????????? ????????? ????????????????????????? ????????????????? ???? ???????????????????????????????????????? ???? ???????????????????????? ???????????????? ?????? ???????? ????????????????????????? ??????????????????????????????????????? ????????? ?? ??????????????????????? ? ???????????????????????????????????????????????????? ???????????????????????????? ?????????????????????????? ????????????????????????????? ??????????????? ???????????????????????????????????????? ? ??????????????????????????? ?????? ????????? ???????????????????? ??????????????????? ? ???????????????? ??????????????? ????????????????????????? ????????????????????? 21 ?????????????? ?????????????????????? ??????????????????????? ????????????? ????????? ?????? ??????? ?????????????????? ?????????????????????????????????????????????? ??? ? ????????????????????????? ?????????????????????? ?????????????????????????????????????? ? ??????????????????????????? ???????????????????????? ? (???????? , 2541) ????????????????????????????? ?????????????????????????????????? ??????????????????????? ??????????????????????????????? ???????????????????????????? ? ???? 8 ??????? ???????????? ?????? ??????? ??????????????????????? ?????????????????????? 1. ?????????????? (Problem recognition) ??? ??????????????????????????????????? ????? ??????????????? ? 2. ??????????????????????????????????????? (General necessity description) ????????? ? ????????????? 1 ???????????????????????????????? ?????????????????????????????? ??????????????????????? 3. ???????????????????????? (Product specification) 4. ?????????????? (Supplier search) ???????????????????????????????????????????????? ? ?? ???????????????????????????????? 5. ????????????????????????? (Proposal solicitation) ????????????????????? ??? ???????????? ????????????????????? ?????????????????????? 6. ????????????????? (Supplier selection) ?????????????????????????????????????????? ? ?????????????????????????????? ?. ?????????????????? ?. ??????????????? ?. ???? ?. ????????????? ?. ???????????????????? ?. ???????????????? ?. ????????????????????? 22 ?. ?. ?. ?. ?. ?. ?. ?. ?. ?. ?. ?. ?????????????????????????????????? ??????? ?????? ?????????????????? ???????????????????? ???????????????? ?????????????????????????????????? ????????????????????????????????? ??????????????????????????????????? ????????????????????????? ?????????????????????????? ???????????? ?????????????? . ?????????????????????????????????? (Order routine specification) ???????????????? ??????????????????????????????????????????? ????????????????? ?????????????????????? ? ????????? 8. ??????????????????????? (Performance review) ????????? ???????????????????? ????????? ???????????????????? ???????????????????????????????????????????????? ????????????????????? (Marketing Mix) (Philip Kotler and Kevin Lane Keller. 2006) ??????????????????????? ????????? ????????????????????????????????????????????? ??????????????? ??????? ????????? ?????????????????????????????????????????? ??????????????????????????????????????? ?????????????????????????????????????????? ????????????????????????????????? ??? ??????????????? ??????????????????????????????? ??????????? ???????????????? ???????????????? ?????????????????????????????????????????????????????????????? ? ??????????????????????????????????????? ????????????????????????? 4 ????? ?????? 23 ???????? Four Ps (????? ) ???????????? ??????????????? (Product), ???? (Price), ????????????? ???????? (Place) ??????????????????????? (Promotion) ?????? 3 ????????????????????????? ????????? (Product) ??????? ??????????????????????????? ????????????????????????????? (Attention) ?????????????????? Acquisition) ????????????? (Using) ??????????????????????????? (Consumption) ???????????????????????????? ??????????????? ?????????????????????????? ??????????????????????????????? ????????????? ?????? ??????? ??????? ????? ????????????????? ? ????????????????????????????????????????? ????????????????????????? ???? ????????????????? ?????????????????????????? ??????????????????????????????????????????????????? ?????? ???????????? ???????????????????? 5 ???? ?????? 24 1. ????????????? (Core Product) ??????? ?????????????????????????????????????????? ?????? ???????????????????????????????? ?????????????? ? 2. ????????????? generic wine Product) ??????? ?????????????????????????????????????? ?? ????????????? 3. ??????????????????? (Expected Product) ??????? ??????????????????????????????? ???????????????????????????? ???????????????????????????? 4. ???????????? (Augmented Product) ??????? ????????????????????????????? ? ???? ????????? ??????????????????????????????????? ?????????????????????????????????? ? ? ?????????????????????? ?????????????????????????????????? 5. ??????????????????????????? (Potential Product) ??????? ?????????? ?????????? ? ????????? ? ???????????? ?????????????????????????????????????????????? ????????????????? ????????????????????????????????????????? ??????????????????????????????? ???????? ? ??????????????????????????????????????????????????????? ?????????????? ??????????? ???????? ???????????????????????????????????????????????? ?????????????????? ?? ??????????? 5 ????????????? ??????????????????????????? ???????????????????????? ??????? ?? ???????????? ??????????????????????? ????????????????????????????????? ? ????????????????????????? ?????????????????????????????????????????????? ?????????? ?????????????????? ??????????????????????????????????????????????????? ??? ?? ????????????????????????? 1. ????????????????????? Tangible Product) ??????? ????????????????????????????????? ? ? ???????????? ????????????????????????? ? ??????????????????????? ?????????? ????????? (Consumer goods) ??????????????????? (Industrial goods) ??????????????? (Consumer goods) ??????? ??????????????????????????????????? ???? ????????? ?????????????????????????? ?????????? ????????????????????? ??????? ????????? 25 ????????????????????????????????????? (End User) ????????????????????????????? ?????????????????????? ???????????????? (Industrial goods) ????????????????????????????????????????? ?????????? ???? ???????????????????????????????????????????? ?? ????????????????? ????????????????????????????????? ??????????????????????????????????????? ? ????????? ???????? ???????????????????????????????????????????????? ??????????????? ???????????????? ???????????????????? ???????????????????????????????????? ???????????????????????????? ?????????????????????????????????? ???????????????? ???????????????????????? ?????????????? ????????????????????????????????????????????? ??????????????????????????????????????????????????????????????????? 2. ???????????????????????? (Intangible Product) ????????????????????????????????? ? (Service) ??????????????????????????????????? ??????????????????????? ??????? ?????????????????????????? ?????????????????????????????????????????????????????? ???????? ???????????????????????????????????????? ???? ????????????????????????? ??? ? ?????????????????? ???? ????????? ?????????????????????? ???? ?????????????????????? ???????????????????? ???? ?????????????? ??????????????? ????????????????????? ? ???????? ???????????????? ??????? ???? (Price) ??????? ???????????????????????????????????????????????????? ???? ????????????????????????????????????? ??????????? ?????????????????????????????? ????????????????? ???????????????????????????????????????????????????? ?????????????????? ?????????????? ???????????????????????????????????????????????? ????????????????????? ???? ??????? ???????????????????????????????????? ?????????????????????????? ??? 2 ?????? ??? ??????????? ??????????????? ????????????????????? 26 1. ?????????????????????? (Company Objective) ???????????????????????????????? ???????? ??????????????????????????? 2. ???????????????????????? (Character of Product) ????????????????????????????? ???????????????????????????????????? ????????????????????????????? ?????????????? ????????? ?????????????????????? 1. ??????? (Demand) ?????????????????????????????????????????????? ????????????? ????????????????????????????????????????? 2. ?????????????????????? 3. ????????????????????????? ???????????????????????? 4. ?????????????????????????? 5. ???????????????????????????????????????????????????????????????????? ???????????? ????????????? 6. ???????????????????????? ??????????????????????????????????? ????????????????? ??????? ?????????????????????????????????????? 7. ????????? ????????????????????????????????? ? ????????????????????? ???????????????????????????????????????????????? ???? ????????????????????????? ??????????????? 6 ???? ?????? 1. ??????????????????? (Total Revenue) ??????????????????????????????????? ?????????? ??? ???????? ?????????????????????? ????????????????????????? 2. ????????? (Profit) ???????????????????????????????????????????? ????????? ???????? ? ??????????? ????????????????????????????????????????????? 3. ??????????????????????? (Quantity) ????????????????????? ???????????????????? ? ??????????????????????????????? ??????????????????????? 4. ?????????????? (Competition) ??????????????????????? ????????????????????????????????? ??????? ?? ?? ?????????????????????? 27 5. ????????????? (Social) ???????????????????????????????????? ?????????????????????? 6. ????????????????? (Image) ?????????????????????????? ??????????? ???????????????????? ???????????????????????????????????????? ??????????????????????? ??? ??????????????????????? ???????????????????????????????? ??????????????????????????????? ????? ????????????????????????? ?????????????????????????????????????????????? ???????????? ? ????????????????????????? ??????????????????????????????????? ????????????????????????? ?? ??????????????????????????????? ????????????????????? (Place) ??????? ???????? ? ??????????????????????????????? ??????????????????????????????????? ??????????????????????????????? ?????????????????? ??? ?????? ?????? ???????????????? ?????????????????? ?????????????????????????????????????? ???????????????????????????????????????????????????????????????????? (End User) ?????????? ????????????? (Industrial User) ?????????????????????????????????? ?????????? ??????????? ??????????????? (Transfer Point) ??????????????????????????? ??????????? ? ????????????? ???? ????????????????????????? ???????????????????????????????????????????????????????? ??????? ?????????????????????????????????????????????????????????????????? ??????? ????? ??????? ??????? ?????????? ?????????????????????????????????? 1. ????????????????????????????????????????????? ????????????????????????????????? ??????? ????????????????????????????? 2. ???????????????????????? ????????????????????????????????? 3. ?????????????????????????????????????????????? 4. ?????????????? (???? ) ???????????????????????????? 5. ????????????????? 6. ?????????????????????????????? ?????????????? ?. ???????????????? ??? ??????????????????????????????????? 28 ?. ????????????? ??? ?????????????????????????????????????????? ?????? ???????????????????????????????? ?. ????????? ??? ???????????????????????????????????? 7. ???????????????????????????????????? (??????????????? ) ??? ???? ????????? ????????? ?????????????????????????????????????????????????????????? ????????? ????????????????????????????????????????????????????????????????????? ????????? ???????????????? ?. ?????????????????????? ????????????????????????????????????????????? ?????? ???????????????????????????????????? ????????????????????????????? ??? ????????????????????? ?. ??????????????????????????? ????????????? ????????????????????????????????? ??????????????????? ?????? ????????????????????????????????????????? ???????? ? ?????????????????????????????? ? ?. ?????????????????????????????????????????????????????????????????? ?????? ? ?????????????????????????????????????????????????????????? ?????????????? ??? ?????????????????????????????????????? ??????????????????????????? ???? ????????????????????? ?. ???????????????????????????????????????????????? ???????????????????? ???????????????????????????? ????????????????????????????? ????????????????????? ??????????????????? ?????????????????????? ? ?????????????????????????????? ??????? ????????????????????????????? ?????????????????????????????????????? ????????????????? ??????? ????????? ?????????????????????????????????????? ????????? ?????????????????????? ???????????????????????? ? ?????????????????? (Promotion) ??????? ?????????????????????????????? ????????????? ????????????????? ?????????????? ????????????????????????? ?????????????????????????? ? ???????? ???????????????????????????? 4Cs ?????????????????? ??????????????????????? ? 29 ??????? ???????????????????????????????????????? ????????????????????? ???? ???????? ????????????????? ??????? ???????????????? 1. ???????? (Advertising) ???????????????????????????? ??????????? ???????????? ? ??????? ???????????????????????????????????????????????????????????? ???????? ???????????????? ????????? ????????????????????????????????????? ?????????? ?????????????????????????????? 5Ms ?????? ?. ???????????????????? (Mission) ?. ?????????????????? (Money) ?. ????????????????? ?? (Message) ?. ??????????????? (Media) ?. ???????????????? (Measurement) 2. ????????????????? (Sales Promotion) ????????????????????????? ???????????????????? ???? ????????????????????????????????????? ??????????????????????????????????????????? ? ????????????????????????????????????? ????????????????????????? ????????? ? ?????????????????? ???????? ????? ?????? ???????????? ??????? ?????????????????????????? 3 ?????? ??? ?. ???????????????????????????????????????????? (Communication) ?. ??????????????????????????????????????????? (Incentive) ? ?. ?????????????????????????????????????????????????? Invitation) 3. ???????????????? (Public Relation) ??? ??????????????????????????????? ???????? ??????????????????????????????????????? ?????????????????????????????????????? ????????????????? ?????????????????????????????????????????????????????????? ? ??????????????????? ???????????????????????????????????????????????? (Marketing Public Relation, MPR) ??? ???????????????????????????????? ??????? ????????????? ????????????? ?????? ?. ?????????????????????? (Launch newly products) ?. ????????????????????????????????? (Repositioning) 30 ?. ?. ?. ?. ?????????????????????????????????? ??????????????????????????????????????????????? ??????????????????????????????????????? ??????????????????????????????? ????????????????????????????? ? ?? 4. ?????????????????????? (Personal Selling) ??????????????????????????????????????? ???????????????????????????????????? ???????????????????????????????????????????? ?? ?????????????????????????????? ????????????????????? ??????????????????????????????? 3 ?????? ??? ?. ?????????????????????????????????????? ????????????????????????????? ????????????????????????????????????????? ????????????????????? ??????? ? (Personal Confrontation) ?. ??????????????????????????????????????????????????????????? ???????? ???? ?????????????????????????????? ??????????????????????????????? ????????? ? ????? ?????????????????????????????????????????????? ( Cultivation) ?. ?????????????????????????????????????????????????????????????????????? (Response) 5. ????????????? (Direct Marketing) ??????????????????????????????????????? ??????? ?????????????????? ??????????????????????????????????????? ???? ?????????? (Direct Mail) ???????????????? (Telemarketing) ??????? ??????????????????? 4 ?????? ? ?????? ?. ?????????????????????????????????????????????? (Nonpublic) ?. ??????????????????????????????? (Customized) ?. ????????????????????????????????? (Up-to-date) ?. ??????????????????????????????????????????????? (Interactive) 31 ??????????????????????? ???? (2544) ??????????????????????????????????????????????????????????????????? ????????????? ????????????????????????????????????????????????????????????????????????? ????????????????????????????????????????????????????????? 20-29 ?? ??? 30-39 ?? ???????????? ????????????????????????? 6-10 ?? ??????????????????????????????????????????????? ?????????? ?????????? ??????? ????????????? ???????? ????????????????????? ?????????????????? ????? ????????????????????????????????????????????????? ????????????????????????????????????? ???????????????????????????????????????????????????????????????????????????????????????? ??? ????????????? ??????????????????????????????????? ????????????????????????????????????????? ? ??????????????????????? ????????????????????????????????????????????????????????????????? ?????? ???????????????????????????????????????????????????????????????????????????????? ?????? ?????????? ???????????????? ????????? ??????????????????????????????????????? ????? ???????????????????????????? ?????? (2545) ????????????????????????????????????????????????????????????? ????? ???????? ???????????????????????????????????????????????????????????????????????????????? ????????????????????????????? , ??????????????????????????????????????????????????????? ??????? ??????????????? ??????????????????? ???? ???????????????????????????????????? ??????????????????????????????? ????????????????????????????????????? ????????????????? ?? ??????????????? ???????????????????????????????????????????????????????????????????? ??????? ?????????????????????? ???? ????????????????????????? ??????????????????????? ?????????? ????????????????????????????????????????????????????????????????????? ??? ??????????????? ??????????????????????????? ??????????????????????????????????????? ?????? ? ???????? ????????????????????? ???????????????????????????? ???????????????????????? ??????????????????????? ????????????????????????????????????? ?????????????????? ??????????????????????????? ??????????????????????????????????????? ????????????????????? ??????????????????????????????? 32 ???????? (2545) ??????????????????????????????????????????????????????? ??????????????? ???????????????? ??????????????? ??????????????? ???????????????????????????????????? ???????????????? ?????????????????????????????????????????? 30-39 ?? ?????????????????? ? ????????? ???????????????????????? ????????? ?????????????????????? 20,000-29,999 ??? ??????????????????????????????????????????? ????????????????????????????? ???????????????????? ? ???????? ???????????????????????????????????? ??????????????????????????????????????????? ???????????????????????? ????????????????????????????????????????????????????????????????????? ? ????????????????????????????????????????????????????????????????????? ?????? ??????????? ????????????????????????????? ????????????????????? ???????????? ?????????? ??????? ?????????????????????????????????????????????????? ???????????????? ????????????????? ???????????????????????????????????????????? ????????????????????????????????? ??? ? ??????????????????????????????? ?????????????? ?????????????????????????????????? ????????????? ?????????????????????????????????????? ??? ????????????????????????????? ?????? ??? ???????????????????? ??????????????????????? ????????? (2548) ??????????????????????????????????????????????????????????????? ? ? ???????? ???????????????????????????? ????????????????? ????????????????? ??????????????? ? ????????????? ?????????????????? ??????????? 30-39 ?? ????????????????????????? ???? ????? ??????????????? ???????????????????????? 10,000 ??? ???????????????? ???????????? ??????????????????????????? ?? ??????????????????????????? 3 ????? ??????? 10 ????? ????????????????????????????????????????????? ?????????????? ?????????????????????????????? ???????????????????????? ????????????????????????????????????????????????????? ?????????? ? ????????? ?????????? ????????????? ???????? ?????????????????????? ?????????? ????????? ???????????????????????? ??????????????????????????????????????? ?????????? ??????????????????????????????????????????????????????????? ????????????????????????? ?????????? ?????????????????????????????????????????????????????????? ?????????????????????? ????????????????? ?????????????????????? ?????????? ???????????? ?????????? ?????? ??????????????????????????????????????????????? ????????????????????????????????????????????? ? ?????????????????? ????????????? ????? ????????????????????????????????? 33 ??????????????????????????? ?????????????????????????????????????? (??????????? ) ????????????????????????????????? ? ???????????????????????? ????????????????????????????????? ???????????????????????????????? ?????????????????????????????????????????????????? ????????????????? ????????????????? ?? ? ???????????????? ???????????????????????????? ???????????????????????????????????????? ???????? ???? ???? ??? ?????????? ??????? ????????????????????????????????????????????? ??????????????? ??????????????????????????????????????????????????????????????????????? ? ???????????????????????????? ? ???????????????????? ?????????????????????????????????????????????????????????????? ???????? ????????????????????????????????? ??????????????? ??????? ?????????????????????????? ??????? ???????????????????????? ??????????? ?????????????????????????? ????????? ?????????? ???? ????????? ?????????????????????????????? ?????????????????????? ?? ? ???????????????????????????????????????????????????????????????????????????????? ???????????????????? ??????????????????? ?????????????????????????? ??????????????????? ????????????????????????????? ?????????????????????????????? ???????????????????? 34 ?????? 4 ???????????????????????????????????????????????????????? ?????? 5 ?????????????????????????????? 35 ???????????????? 1. ?????????????????????????????????? ??????????????????????????????????????????? ??????? 2. ?????????????????????????? ???????????????????????????????????????????????????? 3. ????????????????????????????????????? ???????????????????????????????????????? ??????????????????????????? 4. ???????????????????????? ????????????????????????????????????????????????????????? ?????? 36 ????? 3 ???????????? ????????????????????????????????????????????? ????????????????????????????? ????????? ?????? ??????????????????????????????????????????????????????? ?????? ????????? ??????????????????????????? ???????????????? ?????????????????????????????? ???????????? ?????????????????? ???????????????????? ?????????? ??????????????????????????????????????????????? ?????????????? ? ??????????????? ??????????? 1. ????????????? (Primary Data) ???????????????????????????????????????????????? ?????????????????????? ?????? ????????????????????????????????????????????????????????????? 2. ??????????????? Secondary Data) ??????????????????????? ???????????????????????? ????????????? ?????????????????????????? ??????????????????????? ?????????????????????????????????????????????? ?????????????????????? ? 1. ??????? ????????????? ??????? ??????? ?????????????????????????????????????? ??????????????????????????????????????????????????????????????????????? ???? ??????????? ? ????????????? ???????????????????????????? ??????????????? ????????????? ??????? ? ????????????? ???????????????? ??????????????????????? ????????????????????????? ???????????? ????? ??????????????????? ??????????????????? ???????????????? ??????????????? ?????? 37 2. ????????????? ????????????????????????????????? ????????????????????????? ?????? ???? ????????????????????????????????????????????? ?????????????????????????????? ? ???????????? (Infinite population) ??????? n = N / (1+N. e2) ???????????? n ??? ?????????????? N ??? ????????????? e ??? ??????????????????????? 10 % ???? 0. 1 ? ?????????????????? 90% ???????????????????????????????????? 100 ???????? ?????????????????????????? ???????????????????????????????????????????????? ???????????????????????????????????? ??????????????? ??????????????????? ???????????? ? ??????? 1 ????????????????????????????????????????? ????? ????????????????????? ?????? ???????????????? ?????????????????????????????? ??????????????? ??????????????? ???????????????????? ?????????????????????????????????????????????????????????????????? ?????? ???????????? ??????????????? ?????????? ?????????????????? ?????????? ???????????? ?? ????????????????????????????????????????????????????????? ?????????????????????????? ?????????????????????????????????????????????????????????????????????? ???????????????????? ?????? ??????????????????? ????????????????? ????????????? ??????? ?????????????????????????????????? ??????? 2 ??????? 3 38 ???????????????????? ??????????????????????????????? (Pretest) ??????????????????????? ????????????????? ?????? (????? ) ????????????????????????????? ??????? ???????? ?????????????????????????????????? 30 ??? ????????????????????????????? ????????????????? (Validity) ??????????? (Difficulty) ??????????????????? (Usability) ????????????????? ? (Reliability) ???????????? 1. ??????????? (Validity) ?????????????????????????????????????? ???????????????????????????? ? ??????????????? (Content Validity) ?????????????????????????????????????????????? (Construct Validity) ???????????????????????????????????????????????????????? 2. ??????????? Difficulty) ??????????????????????????????????????? ??????????????????????????????? ? ???????? ?????????????????? ?????? ?????????? ???????????????????????????? ???????????????? ??????????????? 3. ??????????????????? (Usability) ????????????????????????????????????????????? ?????????????????????????? ??????????????? ????????????????????????? ?????????????? ?????????????????????????? ?????? 4. ??????????????? (Reliability) ??????????????????????????????????????? ??????????????????????????????? ??? ??????????????????????????????????????????????????? ???? ???????? ????????? ????????????? ? 39 ????????????? ??????? ?????????????????????????????????? (Reliability) ???????????????? (Pre-test) ?????? 30 ??? ???????????????????????????????? ?????? ???????????????????????????????? ? ???????????????????????????????????????????????????????????? ?????????? Alpha ??????? _________ ???????????????????????????????????????????????????????????????????????? ?????????????????????????????????????????????????????????????? ??????????????????? 1. ????????? ?????????? ??????????????????????????????????????????????? (Non-Probability Sampling) ??????????????????????????????????? (Convenient Sampling) ??? ??????????????? ???????????????????? ???????????????????????????? ????????????????????????? ?????? ???????????????????????????????????????????????????????????? ?????????????????????????? ??? ? ???????????????????????????? ???????????????????? ??????????????????????????????????????? ?????????????????????????????? ?????????????????? ????????????????????????? ????????? ??????????????????????????? ??????????????????????????????? 2. ??????????????????????????????? ?????????????????? †??????????? 2552 ?????????????? ???????? 08. 00 †17. 00 ?. ???????????????????? 2 ??? ???????????? 100 ??? ?????????????????? ?????????????????????????????????????????? ???????????????????????????????? ??????????????????????????? ?????? 1. ???????????????? (Editing) ????????????????????????????????????? ???????? ???????????????? ???????????????????????? ?????????????????????? ??????????? ???????? 2. ????????? (Coding) ????????????????????????????????????????????????????????????? 40 3. ????????????????? ??????????????????????????????????????????????????????????? ????????????????????????????????????????? ????????????????????????????? 5 ????? ?????? ??????????????? = ????????? = ????????????? = ?????????? = ????????? = 5 ????? 4 ????? 3 ????? 2 ????? 1 ????? 4. ?????????????? ?????????????????????\r\n'

'Critical Note: Ode to a Nightingale Essay\r'

'The loud utterer system responds to the beauty of the nightingale’s air with a both â€Å" blessedness” and â€Å"ache. ” though he seeks to fully identify with the screwballam †to â€Å"fade a government agency into the forest low-keyed” †he knows that his induce hu gentle piece of euphony knowingness separates him from temper and precludes the kind of oddmentless happiness the nightingale enjoys. First the intoxication of drink and later the â€Å"viewless wings of verse” seem reliable ways of escaping the border of the â€Å"dull brain,” solely finally it is ending itself that seems the only possible means of overcoming the headache of time.\r\nThe nightingale is â€Å"immortal” because it â€Å"wast non born(p) for death” and cannot conceive of its own passing. notwithstanding without consciousness, humans cannot reckon beauty, and the vocaliser knows that if he were dead his perception of the n ightingale’s call would not exist at all. This paradox shatters his vision, the nightingale locomote off, and the speaker is left to wonder whether his experience has been a truthful â€Å"vision” or a false â€Å"dream. ” Referred to by critics of the time as â€Å"the longest and most personal of the odes,” the song describes Keats’ journey into the state of negatively charged Capability.\r\n rump Keats coined the phrase ‘Negative Capability’ in a letter to his brothers and defined his unseasoned supposition of writing: â€Å"that is when man is surefooted of being in uncertainties, Mysteries, doubts, without any refractory reaching after event and mind” Keats’ poems atomic number 18 full of contradictions in marrow (‘a delaying numbness melody’) and emotion (‘both together, sane and mad’) and he accepts a double nature as a creative insight. In ‘nightingale’ it is th e apparent (or real) contradictions that allow Keats to score the sensual feeling of numbness that allows the commentator to experience the half-swooning emotion Keats is trying to capture.\r\nKeats would hasten us experience the emotion of the voice communication and pass over the half-truths in silence, to pull round a life ‘of sensations rather than of Thoughts! ‘. Thus, ‘Ode to the Nightingale’ is more feeling than a view poem. Keats often deals in the sensations earnd by linguistic communication rather than meaning. Even if the precise definition of treatments causes contradiction they can console be used together to create the right ambience. Negative Capability asks us to allow the atmosphere of Keats’ poems to surround us without picking out individual meanings and inconsistencies. That I top executive drink, and leave the world unseen” Hearing the song of the nightingale, the speaker longs to turn tail the human world and jo in the maam. His beginning thought is to reach the bird’s state through alcoholâ€in the second stanza, he longs for a â€Å" drawing off of vintage” to transport him out of himself.\r\n moreover after his meditation in the triad stanza on the transience of life, he rejects the imagination of being â€Å"charioted by Bacchus and his pards” and chooses instead to get over â€Å"the viewless wings of Poesy. The earnestness of poetic inspiration matches the endless creative rapture of the nightingale’s harmony and lets the speaker, in stanzas five through seven, imagine himself with the bird in the darkened forest. The ecstatic melody even encourages the speaker to embrace the brain of dying, of painful sensationlessly succumbing to death while enchant by the nightingale’s music and never experiencing any further pain or disappointment. â€Å"Fade far away, dissolve, and kind of forget What thou among the leaves hast never know” T he poet explores the themes of nature and mortality.\r\nHere, the transience of life and the disaster of old age is set against the immortal renewal of the nightingale’s placid music. Man has many sorrows to escape from in the world, and these Keats recounts feelingly in the third stanza of his poem, a number of the references apparently being bony from world-classhand experience. The mention of the youth who â€Å"grows pale, and spectre-thin, and dies,” for example, might well be an allusion to Tom Keats, the junior brother whom the poet nursed through his long, determination struggle with consumption.\r\n nevertheless the bitterest of all man’s sorrows, as it emerges from the catalogue of woes in the third stanza, is the terrible disease of time, the fact that ‘Beauty cannot keep her lustrous look’. It is the disease of time which the song of the nightingale particularly transcends, and the poet, yearning for the immortality of art, seeks another way to incur one with the bird. Even death is terribly final; the artists die that what remains is the eternal music; the genuinely song perceive today was heard thousands of years ago.\r\nThe poet exclaims: â€Å"Forlorn! the very(prenominal) raillery is like a bell To cost me back from thee to my sole self! ” The day-dream into which the poet falls carries him deep into where the bird is singing. But the meditative trance cannot last. With the very first news show of the eighth stanza, the reverie is broken. The word â€Å" hopeless” occurs to the poet as the adjective describing the impertinent and magical world suggested by the nightingale’s song. But the poet suddenly realises that this word applies with greater precision to himself.\r\nThe effect is that of an illogical stumbling. With the new and chilling meaning of â€Å"forlorn”, the song of the nightingale itself alters: it becomes a â€Å" plaintive anthem”. The song b ecomes fainter. What had before the designer to make the sorrow in man fade away from a bitter and bitter world, now itself â€Å"fades” and the poet is left merely in the silence. As the nightingale flies away, the intensity of the speaker’s experience has left him shaken, unable to remember whether he is awake or a peacefulness; thereof â€Å"Adieu! he fancy cannot carriage so well”. The â€Å"art” of the nightingale is endlessly changeable and renewable; it is music without record, existing only in a perpetual present. As befits his celebration of music, the speaker’s language, sensually rich though it is, serves to suppress the sense of sight in favor of the other senses. In â€Å"Nightingale,” he has achieved creative expression and has placed his trustingness in it, however that expressionâ€the nightingale’s songâ€is spontaneous and without visible manifestation.\r\nThis is an odd poem because it both conforms to a nd contradicts many of the ideas he expresses elsewhere, notably the famous concept of â€Å"Negative Capability,”. This can be taken several ways, but is often coupled with the statement he made: â€Å"If a sparrow come before my windowpane I take part in its existence and pick about the Gravel. ” part Keats’s begins his poem with â€Å"a drowsy numbness pains” the poem that follows is anything but numb. But the opening ties in with the linguistic process that end the poem: â€Å"Fled is that music †Do I wake or sleep? Life is or may be a dream †a very Shakespearean image †but, dreaming or awake, perception and empathetic participation are rooted in Keats’s own consciousness. It is only in dreaming, Keats says, that we can become conscious of, and merged with, the life approximately us. Thus, Keats heads towards Negative Capability in the poem. Keats is not as great as Shakespeare but he has the same power of self-absorption, that wondrous sympathy and identification with all things, that â€Å"Negative Capability” which he saw as essential to the creation of great poetry and which Shakespeare possessed so abundantly.\r\n'

'How Significant Was Slave Trade in the Growth of the British Empire\r'

'Mahfuz Chowdhury How Significant Was knuckle d throw dispense in the Growth of the British conglomerate in the Years c. 1680-1763? I agree to whatsoever extent that bondage play a significant exercise in the developing of the British empire in the bulky time 1680-1763. This is beca expend thrall allowed the British to import a high mensuration of goods that were in consider such as sugar and baccy which generated win wage for plantation owners especially as break ones back labour was cheap. The buckle down batch was in the first place involved in ii get word aspects: the step-up of the sea foxiness and maintenance of existing settlements.Even though break ones backry was considered of great importance, there were other come across incidentors involved with the expansion of the British imperium . Trading companies slynessd slaves and goods produced by slaves. The tax sedate helped to fund the navy which protected backup and contend an important role in contend. So along with the profession companies; the presidential term; empurpled dark blue and fight, were all factors that compete an important part in the generateth of the empire. Trade was one of the main backbone factors that allowed the British Empire to add and grow steadily.This business r appearine was the beginning of the Empire and from all the joint stock companies fashion modeled, Britain allowed its Empire to grow in boodle and increase in size. The slave address played a major role in the fruit of seaborne commerce mainly across the Atlantic seas. The use of sla actually helped the British a vast amount by bringing in increase profits and goods that were on acquire such as cotton, tobacco and sugar. There was a triangular workmanship where a collar point voyage took place. This helped Britain gain successfulness and wealth and alike a monopoly on the Atlantic. By 1720, they had ‘transported hundred,000 Africans, exported ? 1. million worth o f goods and merchandise 30,000 tons of sugar’. 1 The outgrowth of the British Empire was focused on seaborne betray. Therefore, they concentrated on the Atlantic deal. Britain would parcel out goods with African colonies for slaves. The slaves were so traded in the Caribbean and North America to work on plantations. The goods produced were returned to Britain. As a result, slavery played an important role in assist trade and the growth of the British Empire. Slave trade and trade companies are linked. marijuana cigarette stock companies such as the majestic African connection and the eastward India federation were mainly the most dominant companies in trade.The Royal African Company was the biggest British slave trade order. It began in 1672 after the failure of The Royal Adventurers of Africa due to interlopers and not rising up to its expected standards. It was created with the heading of making a huge profit from slave trade. The demand for slaves was high b ecause it was considered that African slaves were used to the conditions of plantations in the Caribbean. Further much, because of high end rates and infant mortality, ‘the supply of slaves… needed regular replenishment’. Also slave labour was seen as the best form of labour as it didn’t regard the workers to be paid which meant larger profits for plantation owners. In addition slave owners were commensurate to force them to work long hours in harsh conditions. As mentioned earlier, slave trade was highly profitable because by 1720, they had ‘transported 100,000 Africans, exported ? 1. 5 million worth of goods and trade 30,000 tons of sugar’. 3 The Royal African Company became a monopoly and its profits and fortunes rose immensely from the other goods (like sugar) they import too. However, just like The Royal Adventurers, the company’s crowd together Walvin, Black os: Slavery in the British Empire, Blackwell Publishing, 2001, pg 31 2 Kenneth Morgan, Slavery, Atlantic Trade and the British thrift 1660-1800, Cambridge University Press, 2000, pg 10 3 James Walvin, Black tusk: Slavery in the British Empire, Blackwell Publishing, 2001, pg 31 page | 1 Mahfuz Ahmad Chowdhury AA45161 History profits had been interfered by interlopers and they went out of business. Despite the Royal African Company ending, it put an end to foreign monopoly. By joining the slave trade, it helped British transaction companies maintain its dominance.The British had supremacy over Africa which simulated exploration for impertinent au naturel(p) materials and food articles. This dominance helped bring a vast amount of profits in and therefore help the growth of the British Empire. The concern companies were crucial to the growth of the British Empire especially after 1688. In 1688 ‘The Glorious Revolution’ took place. The Dutch William of orangeness replaced James II on the throne. This was very useful to the East Ind ia Company because they were defeated in the East as their Dutch rivals were doing better than them.But with the new king, ‘a destiny was done which effectively gave Indonesia and the spice trade to the Dutch, leaving the English to develop the new Indian textiles trade’. 4 This prove to be a good sight for the East India Company because by 1720 they had generated more profit than the Dutch. In relation to slavery, the East India Company played a humiliated role in the transportation and use of slaves. Despite not using slaves, they were successful. For casing in Bengkulu, the East India Company was ‘on a regular basis sending between 453,600 and 907,200 kgs per year to capital of the United Kingdom’. This is important in highlighting the fact that trade would was successful without slaves. It as well as corroborates that trade was an important factor in the growth of the British Empire. Prior to 1688, the governing also played a crucial role by pas sing laws to protect British overseas trade. A series of 29 laws were passed between 1645 and 1761 and were know as the seafaring Act. These were laws that ‘forbade goods being imported into Eng area if they were not carried in English or colonial ships’. 6 In other words, the government was ‘ trammel the benefits of empire to the state and its own subjects’. This meant Britain stock trade from colonies even if other countries offered a higher price. As a result, the economic system was boosted. By limiting ships and crews to being British, competent seamen were created which then allowed the navy to become a powerful and dominant sea power. These acts were diametrical in the success of trade at the end of the 17th and beginning of the eighteenth century. Furthermore, the government set up its own bank called the affirm of England. The institution of the believe of England led to a stronger of the Royal dark blue because of the virtuous cycle. People invested in the Bank of England with a promise of a return.The government then spent that money on the navy. This protected the transportation of trade and trading ports during times of war. This was especially important as Britain was focused on slave trade across the Atlantic. Taxes collected from the trade were then used to pay investors their money back. In addition, trading companies made more profit. on the whole of this had positive knock on effectuate on other industries such as agriculture, iron, carpenters and many more. From 1689 †1714, the number of ships increased from 100 to 131 and the number of cruisers increased from 8 to 66.This was ingrained in the growth of the British Empire. 4 Niall Ferguson, Empire, Penguin books, 2004, pg 23 5 http://www. britishempire. co. uk/maproom/benkulen. htm 6 www. sagehistory. net/colonial/topics/navacts. htm 7 Kenneth Morgan, Slavery, Atlantic Trade and the British Economy 1660-1800, Cambridge University Press, 2000, pg 10 P age | 2 Mahfuz Ahmad Chowdhury AA45161 History Not still did it protect trade which brought more wealth, it assist victory in major battles. For illustration in 1707, the navy defeated the cut at sea. Consequently, Britain went on to become the superior navy.Moreover, it opened up new trade routes and brought Britain more colonies. War is another key reason for the expansion of the Empire. The main war was the War of Spanish Succession which finish in 1713 with the Treaty of Utrecht. The treaty gave Britain land such as Gibraltar and Canada. These new colonies meant that Britain was able to export new products. The new plantations also meant that there was a higher demand of slaves which Britain provided helping to generate more profit. crucially though, from the French, they gained the Asiento †a contract with Spain to supply its to the south American colonies with slaves.A third major trading company was given a kinglike charter to trade in confederation America; the South Sea Company. It was known to ‘help British wealth creation considerably and too boost British power’. 8 The request from Britain for the Asiento in the treaty signifies the importance of slave trade to the growth of the empire. In conclusion, slave trade was crucial in the growth of the British Empire to some extent. But without trading companies, slaves couldn’t have been traded. Nor could goods produced by slaves be exported.In addition the government and its navigation acts helped trading companies reduce competition with other countries. The Navy was important in winning wars and protect trade. It helped gain the Asiento by winning the War of Spanish Succession. Bibliography • • • • G. Raudzens, Empire, Sutton Publishing Limited, 1999 J. Walvin, Black Ivory: Slavery in the British Empire, Blackwell Publishing, 2001 K Morgan, Slavery, Atlantic Trade and the British Economy 1660-1800, Cambridge University Press, 2000 N. Ferguson, Empire, Penguin books, 2004 8 George Raudzens, Empire, Sutton Publishing Limited, 1999, pg139 Page | 3\r\n'

'Memo Report – Starbucks\r'

'As you previously requested I have worked out a memo report on; what Starbucks have do in the past, what they argon doing now and how we fuck learn from them. It is actually important to light upon what competitors do when at that place ar uncorrectable market conditions, so there canister be an easier adapting process. Starbucks have 11. 000 stores worldwide, and they serve much than than 40 million customers each week and flat with these enormous numbers Starbucks continues to grow. The conclude Starbucks is still growing is that; people loves the products that Starbucks provide, exactly there is more than to it, Starbucks is also a actually beloved mug.\r\nThey have a wide product jog and they are very progressive, everlastingly making unseas unmatchedd products to keep on being interesting. The cunning thing about this is that you never scram tired of the brand because it’s constantly developing itself, making it a very effective business strateg y. In my intuitive feeling there is the possibility of following the cause that Starbucks have set, it’s undoable to argue with the logical systems of a constantly extending product set forth that is twain innovative and high quality.\r\nStarbucks affect the customer’s needs originally they counterbalance know that they need it. They answer up with thought processs faster than most new(prenominal) cocoa places, making it virtually impossible to criticize the depth of their product range as it is constantly expanding. An example of the meditateive side of Starbucks could be the new â€Å" clamorous coffee” that Starbuck have just added in their product range. The product consists of a subtle packet of coffee that a customer can carry with them and claim coffee almost everywhere, all they need is water.\r\nIt would of demarcation be a great idea to be more innovative at Cafe Nero, as it would satisfy a wider range of customers. However one musti ness have in mind that Starbucks is a gigantic worldwide chain and accordingly can afford to have strong departments only created to make new products. It is, because, non possible to be as innovative as Starbucks, but that shouldn’t handicap us from elbow greaseing. I suggest that we should facial expression at what Starbucks have done, for example with the â€Å" crying(a) coffee” but while we do that we also have to recall that our brand name have to remain ours, eaning that we cannot try to copy what competitors do, but that we have to invent our own success. on that point is another very important aspect; the founder consumer rationalizes and the scotch downturn that should not be bury when we consider how we can be more successful. When people become more panicky of their future economic situation they pull up stakes be less believably to blow over money, meaning that a very logic proposal would be to pass up the prices on our products.\r\nCoffe e is becoming more and more like a culture, for some even an addiction, some people can’t even start their day in the lead they have had their morning coffee. With this in mind, one could make the easy conclusion that there is a demand for coffee and that we could thusly raise our prices. However, I believe that both our current and future customers would appreciate a lowering of our prices, so in a short-term period it would probably lower our income, but I believe that on long-term it would make more customers and make our current customers happier and more loyal to our brand.\r\nWhen the preservation eventually starts getting better, maybe even turning to an economic boom it would be a possibility to slowly cosmetic surgery our prices back to a more natural level because people feel more safe and sound about the future and therefore will be more likely to spend money. When looking at the present consumer trends I think it’s safe to say that consumers love varia tion and creativity. There isn’t a very bulky market for regular coffee anymore; consumers want to see different products and go through different flavors.\r\nThe point of this is that Starbucks adapt to this trend by constantly trying to precede their brand with new products, but at the same time they stay authoritative to their brand and they don’t via media on quality; that is what made their success. These things that I have lined up are what I have found that we at Cafe Nero can learn from Starbucks, I personally believe that Starbucks is a respectable source of inspiration and admiration as they have succeeded in so many a(prenominal) ways. But what we also have to remember is that we also have to stay authorized to ourselves and not become something that we are not. permit Starbucks be Starbucks, and let us be Cafe Nero.\r\n'

'Tok Presentation\r'

'Why did we strike this number? We think that slaming the chivalric times is an meaning(a) thing †to see what is happening and to interdict the â€Å" alike(p)” mistakes from the past. How forever, there is a snub problem in our humpledge of past. And that’s why we asked this question: ….. Real-life top You ability be thinking…why did they choose this topic? Isn’t it overt that what we enjoy objectively happened? Are they punishing to assign us close to stupid junto theories or what? So here comes the real life situation. It is no made-up situation because, unfortunately, it happened to me recently.\r\nI was reading generators for my EE. The second stock I read basic entirelyy overthrew/contradicted my total research question. I am physical composition intimately a ruler in medieval Japan who brought peace which lasted 250 days and how he accomplished this peace. As I read the second arising, it stated that the matchless that actu each(prenominal)y established the peace was non this ruler, save the unity before him. With this tonic selective teaching my whole EE a lot fell apart. So, I had twain unlike sources and a load of questions: How it could be affirmable for such a contradicting sources to exist?\r\nAnd how do we know which atomic number 53 is true and which one isn’t? Sources Okay, now permit’s get backward to our knowledge of past. Where do we get it from? Well, there atomic number 18 incompatible sources that unneurotic help us meet our historical knowledge. We fag categorize them into two groups: unproblematic and substitute. Well, I hope you all told know what ancient and secondary sources ar, but if you begetter’t let me claim it really briefly. Primary sources argon those that were created by people who witnessed the events that be under adopt and secondary are sources, which are pull in upon (analyze and interpret) elemental ones.\ r\n in a flash, let’s try to gravel a arise of the sources so that we corporation demonstrate how slightly of them git vex unreliable. PrimarySecondary Diaries Journal/magazine article Pottery (physical stuff)History textbook for schools LettersBook about autobiography InterviewsEncyclopedias SpeechesReviews Documents Photographs Now that we provoke a list of sources, we need to think about what could perchance regard them. Those tramp be all four of our tools of knowledge †intelligence, emotion, reason and language. development these, we? ll set up you how the sources quite a little reflect the past not very accurately.\r\nLet’s start with indigenous sources. What can affect them? Let’s start with put out accounts and diaries. First, the writer must perceive the event. What can go falsely in perception? Well, each person perceives things selectively, according to what they sojourn to see, according to their emotions, culture, tradit ions and so on. Let’s imagine a soldier named Joe. ulterior on surviving a interlocking he writes a letter to his married woman. I moot I do not run through to mention that this letter forget later become a primary source for us.\r\nIt consists of many a(prenominal) emotional sentences about the close of John, Joe’s friend, who died during the battle and there is only if itsy- importsy information about the battle itself and its outcomes. This shows us already, that Joe perceived very little from the battle, but instead concentrated on what was happening to his friend (which is natural, but for historians that are studying the battle earlier unfortunate. However, Joe describes something from the battle. He says that their enemy‘s ranks consisted of thousands of soldiers compared to their barely thousand.\r\nHowever, former(a) sources from the same battle state, that the armies were equal in numbers. So, obviously, Joe exaggerated as people go to under stress situations. save his wife will never know this bit of information Further to a greater extent Joe writes that it was the enemy who rattling provoked the battle, while source written by someone from the other view states that is was the exact opposite. So obviously nada wants to admit to be the aggressor. This was just now an warning of how perception and reason can enamour the relegaten account of an event from the past. Now let’s watch a little video.\r\nI hope you know the guy that will be show in it 😉 So, what can we say about some speeches of politicians or propagandistic films or pictures? These similarly count as primary sources, however I think it is obvious why they cannot be very reliable. Their function is to manipulate and distort the truth. For us, and for historians, sometimes it power be very terrible to break up whether something is a propaganda and manipulation of facts or whether it is not. It is meaty for the historians and us to be able to espy what is propaganda or manipulation and what is not.\r\nEven though such sources film manipulated information which is fruitless for historians who want to know the truth, they are quench priceless since they help us understand the historical context of that time. Furthermore data and official documents can also contain manipulated information and that is even harder for us to see, because we move to believe â€Å"official” things. To get back to our knowledge issue, knowledge of the past that we come through from primary sources can be inaccurate, since primary sources tend to be very subjective.\r\nBut there are plenty of orimary sources, which give us an objective and therefore plausibly accurate account of the past, such as photographs, data and official documents (if they are not manipulated). Excluding the fact that they can be misleading, without primary sources, we would be practically lost, since it is thanks to them that we draw got at leas t some information about the past. Secondary sources: Now let’s move to secondary sources. The intimately widely â€Å"used” secondary source are historians and textbooks they write. Historians are very significant for us, receivers of the knowledge.\r\nWhy? If we only had primary sources, we would be lost. First, they are sometimes very hard to understand (especially if they are in a language you don’t declare 🙂 and also there can be overwhelming number of them and we then tycoon not be able to distinguish the important ones from the ones that contain no valuable information. That’s where historians come in handy. They collect the information, read through as many sources as possible, interpret the information include and then write books that should be comprehensible for us. But, there are several problems.\r\nThe first, by chance not the obvious one, is that historians do not always get all the information they need to give an account of a particular event. It’s like a puzzle. They make up many pieces, but sometimes the pieces don’t fit together or there are some pieces are missing. Then they have to work the odd ones out and they might find out that even more pieces are missing. Then they have to fill in the gaps themselves. This â€Å"filling in the gaps” can be very dangerous, especially if the historians are prepossess. instead often historians are nationally biased.\r\nThey have been raised in one coarse along with its traditions and culture and therefore, even if they are trying their best, they are going to write the history from their country’s point of view. Another problem comes in perceptiveness the primary sources. The main obstacle in this case is language, which might have been instead different at that time. As such(prenominal) as historians may try, the supplanting can almost never be perfect. sometimes those are just minor mistakes that don’t matter, bu t in some cases, the translation might be fatal.\r\nHowever, we will never know whether the translation was wrong or not. Furthermore, these sources can be further translated, so we basically get a translation of translation and the source can solely lose its original meaning. To argue and get back to our question, even though (we hope) they are trying to be as objective as they can, historians can make mistakes in â€Å"filling the gaps”, in being nationally biased and in the translation of the sources. However, their role in our knowledge of past is essential, since they put all the pieces of information into a meaningful whole.\r\nNow let’s look at us. We are the receivers of knowledge. Since our protest knowledge of past is way more limited than the knowledge of historians, we are more prone to making wrong conclusions from primary sources. Because of this same factor, we might also neglect some vital points. Also, have you ever thought about checking whether a sure historian is telling the truth? Or did you just blindly believed eitherthing he said, just because he has the title of historian? This is a typical ad hominem fallacy that we all can make.\r\nLastly, we, similarly as historians, are nationally biased, which also â€Å"clouds” our reasoning. Final remnant To dissolve our presentation, we should now see that we know our past only to a indisputable extent. It depends on the reliability and amount of the primary and secondary sources that we have. We also need to be aware of the biases or drawbacks of the primary and secondary sources in order to distinguish the biased or manipulated sources. In the future, we might have a better knowledge of past, since new and new sources are discovered every day.\r\nAnd, what do you think Jarka did with her EE sources? She was quite hopeless at first, but then she decided to read the remaining sources. The rest, back up her research question (thankfully), so she could conclude (w ith almost 100 % definitety) which one was the one that was not true. ? Also, primary sources serve the office of the writer and were not written to become parts of textbooks in the future. P. S. do not have to reflect truth, but rather a ‘personal’ truth. Often we do not have written accounts from peasants and disappoint classes, simply because they didn? know how to write, didn? t control it necessary, useful… CONCLUSION =our knowledge of past is in many cases not the same as the past itself, because it is based on human interpretation of why and how certain events happen = also, new evidence is forever and a day being found and it might completely change our view of what and why happened = also new technologies are invented =thus we can say that past is still liveborn and changing… = try to gather as much different sources as u can- compare them… do what historians do….\r\n'