Best Guess on the Year ‘Romeo and Juliet’ Was Written

Although there is no record of when Shakespeare actually wrote Romeo and Juliet, it was first performed in 1594 or 1595. It is likely that Shakespeare wrote the play shortly before its premiere performance. But while  Romeo and Juliet  is one of Shakespeares most famous plays, the storyline is not entirely his own. So, who wrote the original Romeo and Juliet and when?   Italian Origins The origins of Romeo and Juliet are convoluted, but many people trace it back to an old Italian tale based on the lives of two lovers who tragically died for each other in Verona, Italy in 1303. Some say the lovers, although not from the Capulet and Montague families, were real people.   While this may as well be true, there is no clear record of such a tragedy occurring in Verona in 1303. Tracing it back, the year seems to be proposed by the City of Verona Tourist Site, most likely in order to boost touristic appeal.   Capulet and Montague Families The Capulet and Montague families were most likely based on the Cappelletti and Montecchi families, which did exist in Italy during the 14th century. While the term family is used, Cappelletti and Montecchi were not the names of private families but rather local political bands. In modern terms, perhaps the word clan or faction is more accurate. The Montecchi was a merchant family that competed with other families for power and influence in Verona. But there is no record of a rivalry between them and the Cappelletti. Actually, the Cappelletti family was based in Cremona. Early Text Versions of Romeo and Juliet In 1476, the Italian poet, Masuccio Salernitano, wrote a story titled Mariotto e Gianozza. The story takes place in Siena and centers around two lovers who are secretly married against the wishes of their families and end up dying for each other due to a tragic miscommunication. In 1530, Luigi da Porta published Giulietta e Romeo,  which was based on Salernitanos story. Every aspect of the plot is the same. The only differences are that Porta changed the names of the lovers and the setting location, Verona rather than Siena. Also, Porta added the ball scene in the beginning, where Giulietta and Romeo meet and has Giuletta  commit suicide by stabbing herself with a dagger rather than wasting away like in Salernitanos version. English Translations Portas Italian story was translated in 1562 by Arthur Brooke, who published the English version under the title The Tragical History of Romeus and Juliet. William Painter retold the story in prose in his 1567 publication, Palace of Pleasure. It is most likely that William Shakespeare read these English versions of the story and was thus inspired to pen Romeo and Juliet.

Advertising and Promotion in Business - Free Essay Example

Sample details Pages: 6 Words: 1877 Downloads: 10 Date added: 2017/06/26 Category Advertising Essay Type Narrative essay Level High school Did you like this example? Task 1 The three communicational theories of business Task 02 The Role and Importance of Advertising Task 03 Below the line Techniques and their usage. Sales promotions Direct mail Ability to plan integrated promotional strategies Task 1:- The three communicational theories of business Electronic theory: understands the dynamic communication aids in delivering messages clearly to the receiver. The process of the electronic theory is t is based on, and uses the language of, electronics. Emails, smart phone messaging system are using the electronic theory which information will be delivered in electronic ways. Social environment theory- is based on the workplace. It is essential to understand to whom we are talking their position. We also have to respect the rules and culture while communicating to each other. Rhetorical theory: this theory targets not only the receiving message but also the respond produced. The information and Communication technologies are changing in day to day life style. They are improving the way a message delivers to a audience. The ways of adverting are using website, other company website banners, classified, multimedia presentation, flyers and posters. The typeà ¢Ã¢â€š ¬Ã¢â€ž ¢s advertisements are Product advertisement which is selling a single product such as mobile phones, electronic goods. Product advertisement only targets a limited people who will be using that product or services. Business advertisement is to make the company brand familiar to the audience. For example the brands most commonly known by the people are Nike, Timberland, Apple products. Service advertisement suggest the advertises service. Examples of service advertise are Government, Tourism and banking. As the latest technologies are gradually getting demand, advertising in a website will be idle for targeting the customers. Most of the users browse and prefer to shop online. In order t o sell products online it is essential to details every specification of the product so that it will be easy for the clients to understand how the product or services will work before they purchase. Main important information that should be displayed if using website for advertisement is the company name, product name and contact information. The most popular online shopping website are ebay and amazon which allow many suppliers to sell product online and also allows the clients to review the services they get while shopping online and which may help the users who visit the product to understand a general knowledge on how the services are given to the customers. The technology is changing people on how they shop. Most of them prefer shopping online and even the high street retailers are making their products available online as well. The important advantage or using website to advertise product online are the product can be advertised in the same country or make it visible for other countries as well. Don’t waste time! Our writers will create an original "Advertising and Promotion in Business" essay for you Create order Task 02 The Role and Importance of Advertising Advertising is part of Marketing. In order to stimulate customer response always the advertisement is a good opportunity for the company to promote. The more people see the product/service, the more they feel like buying it. So many companies rely on advertising these days to boost sales of their products or services, to build a connection with their audience and to create competition with their rival firms There are different types to gain customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s awareness like advertising, and promotion, Also there are different places that advertisements can be positioned, using the metro, trams, buses, restaurants and so on The advertising objectives should support main companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s goal and should be discussed with company-client in order to avoid misunderstanding. The advertising roles are based on companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s marketing strategy, like; * Increase sales * Increase brand awareness * Supporting other market efforts Advertising gives companies and businesses the opportunity to build up a brand and an identity. A recent example of this having great success is with the Apple brand. The distinct adverts in both TV andprintform are instantly identifiable as the companys own and give it an identity as a clean, modern and reputable brand. Advertisements need to relate to current trends and sell both a product individually as well as the company as a whole. If an advertisement succeeds at both it can help draw an audience to the product or service and build a relationship between the consumer and company. Establishing this connection should lead to a boost in sales for the business. One of the best ways to advertise is by word of mouth, also known as referral marketing or referral advertising. When other people hear good things about your business or they have a positive experience shopping with your business, they become walking billboards for your business without you having to spend additional money on ads to create it. Ad vertising locally through newspapers and fliers as well as billboards can be an effective source of it when your business is up-and-coming, but expanding your advertising sources becomes important as you grow. You can extend your advertising approach out to television commercials as well as radio in order to reach wider audiences, but the revenue from your business should be able to pay for it costs for these methods to bring you the value you are looking for. Creating an assortment of advertising and marketing techniques will help you to reach many different customer bases. Identifying a target market to advertise your business to is also very valuable, because a target market of customers will be more interested in your business than trying to appeal to masses of people with varying interests. Making sure that enough people know that you exist who are naturally interested in your product as a target is a great way to bring in customers and increase the profit of your business. Creating an impulse in potential customers to purchase your product is very important when it comes to advertising. It can be easy to create it that puts your customer in a mindset not to purchase your product, either by unintentionally avoiding the sale of your product by focusing on information or topics that draw attention away from your product. Be sure to study the needs of your target market to get the best results. In modern times the importance of advertising your business is no different. Without an audience for your product or service, you will not attract enough customers and will not make enough sales to keep your business doors open. Task 03 Below the line Techniques and their usage. Below the line, refers to forms of non-media communication, even non-media advertising. Below the line sales promotions are short-term incentives, largely aimed at consumers. Below the line, refers to forms of non-media communication, even non-media advertising. Below the line sales promotions are short-term incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets. In organizational business and marketing communications,below the line is an  advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than  Above the line strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front. Above th e line is a type of advertising through  media  such as  TV,cinema,radio,print,banners and search engines. Below the line advertising typically focuses on direct means of  communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates.With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets. This has led to a shift from the regular media based advertising. In other words, below-the-line sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration. Examples of BTL promotion are: Sales promotion Direct marketing and direct mail Public relations (PR) Sponsorship Personal selling Branding and merchandising Packaging Telemarketing Trade fairs and exhibitions Sales promotions These offer customers incentives to encourage them to buy goods and services. In B2C markets, typical sales promotions include: BOGOF (buy one, get one free) offers price discounts (10% off this week) giveaways competitions to win holidays or cash prizes Direct mail This enables a business to target existing and potential customers with its sales messages. Direct mailing is a productive way of promoting to existing customers for several reasons. Task 04 Ability to plan integrated promotional strategies A company can employ various promotional techniques in order to communicate with the target market, techniques that form the promotional mix. Depending on the communication means, the promotional techniques can be: Direct communication techniques focused on creating a relationship with each client Indirect communication techniques based on mass communication, the message in identical for a high number of potential customers ( advertising, public relations, sales promotion This definition outlines the key purposes of the marketing function. These are: to compete in a competitive marketplace to identify and anticipate consumer requirements and then satisfy these requirements to make a profit. As a market-orientated organization adidas continuously identifies and reviews consumers needs to ensure its products meet these needs. It aims to exceed customer expectations by adapting its product portfolio to meet the changing needs of consumers. It is this focus on its customers, teamed with product and marketing innovation, that plays a key role in adidas success. Every organization must look at its marketing in relation to the marketing mix. The marketing mix, often referred to as the 4Ps, is a means of assessing how to balance the elements of the mix in order to meet customers needs. The elements include: the right product sold at the right price in the right place using the most suitable form of promotion. No two businesses are identical, as such, every organization must decide on its own balance of the 4Ps to suit its consumers needs. There are many internal and external factors that will influence an organizations marketing mix. Key factors include the size of the business, the markets it operates in and available resources. Reference eHow, The Electronic Theory of Business communications, [online] Available : https://www.ehow.com/facts_7457569_electronic-theory-business-communications.html How to choose an advertising agency, [Online], Available:https://www.inc.com/guides/201108/how-to-choose-an-advertising-agency.html Bovee, Courtland L., Thill, John V. (1992). Business Communication Today. New York, NY: McGraw Hill Inc. 2 Herta A Murphy, Herbert W Hilderbrandt (1991).Effective Business Communications. New York, NY: McGraw Hill Inc. 3 Ross, R Reed, Brian G Long ( 2004). The Win / Win Negotiator: How to Negotiate Favourable Agreements That Last. Singapore: Pocket Books. Kitchen , P., Ilchul, K., Schultz, D. (2009). Intergrated Marketing Communications: Practice Leads Theory.Journal of Advertising Research, (December), 531-546. Retrieved fromhttps://moodle2.lsu.edu/pluginfile.php/219255/mod_resource/content/1/IMC_Practice_Leads_to_Theory.pdf McGrath, J. (2010). Using means-end analysis to test integrated marketing communications effects.Journal of Promotion Management, 16(4), 361-387. Retrieved fromhttps://web.ebscohost.com.libezp.lib.lsu.edu/ehost/detail?sid=2bc1c44f-[email  protected]vid=1hid=8bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl

Essay on Gilgameshs Heroism - 1557 Words

A hero is someone who tries the best to help everyone and will do everything in his or her power to help out another person. The term hero means different things to different people. Today many people believe that a hero is a person who can accomplish what others can not or a person who puts themselves on the line for the other people. Men, women and children can all be heroes if they truly feel in their hearts the need to help others in even the smallest ways. In our modern world heroes are defined in so many ways. Anyone can be a hero, a best friend, a devoted mother/father, a teacher, etc. On the other hand, in the older days, before laws and technology, heroes were the men who fought against evil things, who rescue damsels in†¦show more content†¦Ancient Sumerian culture valued the ideas of heroism. The epic shows their societal values of heroism, knowledge and loyalty and their importance. One of these values is the act of having right conduct to others or heroism. Gilg amesh, in the story, displays heroic actions by slaying the Bull of Heaven, which was created to destroy him. Gilgamesh praises who is the most glorious of heroes, the most eminent among men(table 1, column iii, 23) Actually, the epic protagonist is Gilgamesh, he is the main character in the story. Gilgamesh is a character who is very self-confident. He feels that he is superior to others, due to the fact that he is two-thirds god, and one-third man. This arrogance leads to his being cruel at the beginning of the story. Gilgamesh is described as, two-thirds of him divine, one-third human. He oppresses the weak ones. Also he does not let the young woman to go to her mother, the girl to be warrior, the bride to the young groom (table 1, column ii, l, 12-13, 27-28). Gilgamesh is a man with no equal, so he feels superior. However, Enkidu is created to show Gilgamesh that he is not the only hero. ... Create again in the image of Gilgamesh and let this limitation be as quick in hearts and as strong in arm so that these counter forces might first engage...and finallyShow MoreRelatedEssay on Heroism in Epic of Gilgamesh942 Words   |  4 PagesHeroism in Gilgamesh  Ã‚   Heroism entails several things; a selfless act, courage, or the accomplishments of bold and daring expeditions. A hero can often be of divine ancestry. But every hero has faults and these faults along with heroic deeds make the man, or woman; a hero. Gilgamesh loved his friend Enkidu more than he loved himself. A phrase indicating this love for Enkidu is on page 35: We must go down into the forest together./. . .I will go before you/And protect you. Enkidu followedRead MoreThe Iliad, Odyssey, And Epic Of Gilgamesh1466 Words   |  6 PagesFurthermore, they all shared similar experiences in terms of undergoing a difficult situation and changing their approach in an effort for redemption. This paper will be examining the virtues of these epic heroes and the relationship between their heroism experiences as well as how that connects to the cultural expectations of what strong leadership is all about. In the Iliad, Achilles embodies strong qualities of leadership such as perfection, beautiful, over skilled as a warrior, and god-like featuresRead MoreAnalysis Of The Epic Of Gilgamesh 932 Words   |  4 Pagespermanence. The opening lines 1-23 from Tablet 1 of the poem, The Epic of Gilgamesh, introduce us to the ancient Sumerian hero, Gilgamesh. These lines are arresting for their directness and simplicity; they briefly outline the ensuing tales of Gilgamesh’s adventures and achievements and emphasize the hero’s extraordinarily vigorous and powerful nature. The introduction hints at a more personal journey, one in which the hero â€Å"came a far road, was weary, found peace† (1,9) suggesting that GilgameshRead MoreGender Roles in The Epic of Gilgamesh688 Words   |  3 Pagesthe female principle also has the ability to destroy: the epic takes a largely dim perspective of humanity, and often, by extension of women, because the source of all creation is a goddess, Aruru. Aruru creates but she also generates suffering. Gilgameshs friend Enkidu runs wild until he sleeps with a harlot, after which the wild beasts which were once his friends reject him, suggesting that femininity is also a source of male disempowerment. Although Aruru is the source of both the life of GilgameshRead MoreGilgamesh Is A Hero1209 Words   |  5 Pagesmight even say. As in The Epic of Gilgamesh, Antigone, and The Iliad, heroism is displayed and exalted, but what does being a hero mean? Overarchingly, in regards to these works, the heroes earn their titles as heroes by notably doing what is right when the time is right, with humane purpose, and an everlasting message. However, Gilgamesh, Antigone, and Akhilleus, being different in their purposes, everlasting messages, type of heroism as whole, can not compare in regards to heroic status. GilgameshRead MoreGilgamesh As A Hero1201 Words   |  5 Pagesmight even say. As in The Epic of Gilgamesh, Antigone, and The Iliad, heroism is displayed and exalted, but what does being a hero mean? Overarchingly, in regards to these works, the heroes earn their titles as heroes by notably doing what is right when the time is right, with humane purpose, and an everlasting message. However, Gilgamesh, Antigone, and Akhilleus, being different in their purposes, everlasting messages, type of heroism as whole, can not compare in regards to heroic status. GilgameshRead MoreGilgamesh : The Epic Of Gilgamesh909 Words   |  4 Pagesa quest for knowledge which is overshadowed by his ignorance. The tragic death of Enkidu, Gilgamesh’s trusted companion forces the epic hero to change his perception of death. To overcome great obstacles one must be willing to put their ignorance aside. Tzvi Abusch’s analyzes â€Å"The Epic of Gilgamesh† in his article â€Å"The development and meaning of the Epic of Gilgamesh†. Abusch’s explication of Gilgamesh’s identity, friendship, achievements and ignorance towards death lacks substance. Abusch perceivesRead MoreDreams of Gilgamesh Essay891 Words   |  4 Pagesin the wilderness. The purpose of this scene is to show that dreams tell the future. It is important for Gilgamesh to know that Enkidu is coming because he needs to know that Enkidu is there to bring him no harm. Enkidu was created to be on Gilgamesh’s side, not to challenge him. In the next scene Gilgamesh has a dream but he did not understand the dream so he asks his mother its meaning. â€Å"Mother, I had a dream last night: There were stars of heaven around me, Like the force of heaven, somethingRead MoreGilgamesh And Oedipus Essay904 Words   |  4 PagesGilgamesh is truly a hero. Showing his heroism, Gilgamesh defeated Humbaba, the beast who terrorized the locals of Cedar Forest. Everyone tried to convince Gilgamesh not to fight Humbaba, but by doing this and winning, I believe Gilgamesh showed his heroic manner. The strenuous journey up Mount Masha showed Gilgamesh was able to prove his bravery and strength to the scorpion guard. The scorpion guard allowed Gilgamesh to pass through the gate when he realized Gilgamesh’s efforts. Gilgamesh and his bestRead More Beowulf vs. Gilgamesh as Epic Heroes Essay1025 Words   |  5 PagesDuring these two time periods there stood two great men: Gilgamesh, the selfish, lustful king, and Beowulf the prou d and boastful warrior. These two men, both powerful and well-respected, embody the true essence of what it means to be an epic hero. Gilgamesh’s lifestyle and rash decisions make him the perfect candidate for a life lesson by the gods. Beowulf and his boastful nature ultimately lead him to be great in life and to later fall. Finally, the two epic heroes both share some of the same good and

Measurement and Management Challenges

Question: Discuss about the Measurement and Management Challenges. Answer: Introduction: The goals of a company should be realistic and well defined because they influence a companys decisions. Having clear goals and objectives assist in creating guidelines that become the pillar of a companys planning (Robbins et al., 2015). Business objectives should incorporate profitability, productivity and customer service as pillars. The current generation of people thrives through the use of technology and reliance on the media. For this reason, businesses that deal with telecommunication and the media services have a lot to offer to satisfy the appetite of the anticipating market (Fletcher, Bell and B McNaughton, 2004) . This section focuses on objectives Telstra which is an Australian based telecommunication and media company. Telstra relays an array of services that is not limited to mobile and broadband internet services and a cable television. It is imperative to note that Telstra is a government own monopoly in communication services and has recently received a lot of strong competition. Telstras first and prime objective is to maximize its return on investment (Barrile, Bini and Cameron, 2004). This is a strong first objective for Telstra because the sole purpose of operating a business to create profit. Telstra has proven to note that the customer is number one stakeholder in any business by ensuring tha t they create a brilliant customer experience as one of its objectives. The long-lasting objective for Telstra is to realize a connected future for Australians. Discuss marketing orientation concepts (i.e. the marketing concept, the selling concept or production concept) Explain with examples which concept your organisation follows. Marketing orientation is a business model that is designed in ensuring that products are produced to be in tandem with the customers needs and specification. Initially, businesses focused on operations that aimed maximizing sales so as to realize bigger profits. This concept changed after business realized that consumers are very important. Currently, Telstra Telecommunication and Media Company is utilizing the social marketing concept. The social marketing concept is where a business consider what the customers needs now and in the future (mymarketingcloud, 2017). This concept of marketing is for businesses which has a vision of a long stay in an industry by looking at the long term interest of the customers. Case in point, Telstra wishes a future where there is quality customer experience to enable the customers and shareholders see a creating value. Social marketing concept addresses the issue of the environment. This is where the business ought to be environmentally friendly. Acc ording to Narasimha Reddi, (2009) Telstra believes that they are determined to reduce negative environmental impact by having technologies that will give solutions to environmental problems. The social marketing concept is the hardest to achieve but also the best market orientation. Just like Telstras social marketing concept, social marketing concept aims to ensure that there is gained profit, satisfied customers and it issocially viable. What is your organisation's core marketing strategy? Discuss the strengths and weaknesses of the current marketing strategy and explain how this strategy will help your organisation reach its corporate objectives. Since Telstra is the largest telecommunication industry in Australia, its market strategy aims at ensuring that the customers are satisfied with their products. Its market strategy is to provide better services that will assist them to realize great customer experience to help increase its revenue. One of the strengths of this market strategy includes the fact that they have created a strong customer foundation. This is because Telstra was the first Telecommunication Company to provide 3G and 4G services. Telstras extensive promotional activities have helped them achieve great customer recognition (John H, Pamela D and Charles, 2004). This has helped them retain the loyalty of their customers and also attract new customers. Consequently, Telstra has a very strong network infrastructure. Unlike other telecommunication companies, Telstra network can function even in remote rural areas. Telstra is accessible with over two hundred branded stores and shops strategically located across Aus tralia. One of the weaknesses of Telstra market strategy is inability of its strategy to encourage international growth. The price of its mobile and broadband plans are extremely high than that of its competitors. The fact that Telstra focuses on the postpaid plan rather than the prepaid plan is affecting low-income customers. References Barrile, S., Bini, M. and Cameron, T. (2004).Excel revise in a month VCE. 1st ed. Glebe, N.S.W.: Pascal Press, p.90. Fletcher, R., Bell, J. and B McNaughton, R. (2004).International E-business Marketing. 1st ed. Cengage Learning EMEA. John H, R., Pamela D, M. and Charles, N. (2004). Implementing a Prelaunch Diffusion Model: Measurement and Management Challenges of the Telstra Switching Study. 23(2), pp.186-191. Narasimha Reddi, C. (2009).Effective public relations and media strategy. 1st ed. PHI Learning Pvt. Ltd, p.181. Robbins, S., Bergman, R., Stagg, I. and Coulter, M. (2015).Management. 1st ed. Australia: Pearson, p.80. mymarketingcloud. (2017).The 5 Marketing Concepts Marketing Management Orientations. [online] Available at: https://mymarketingcloud.wordpress.com/2015/01/21/the-5- marketing-concepts-marketing-management-orientations/ [Accessed 25 Mar. 2017].

History of Mortimers Castle in UK

Background of the Mortimer’s Castle Mortimer’s Castle is one of the most important tourist attractions in the United Kingdom. William Fitz Osbern founded the Castle in 1067. The castle served as an administrative base for the Lords of the Mortimer who ruled the West Midlands and East Wales.Advertising We will write a custom case study sample on History of Mortimer’s Castle in UK specifically for you for only $16.05 $11/page Learn More The castle was a center of power for over 500 years (English Heritage 2012). Thus, several kings and queens used it as a palace or a residential area. The Mortimer’s family owned the castle from 1075 to 1425. However, the ownership of the castle was later transferred to the Crown. Sir Thomas Harley bought the castle in 1601(English Heritage 2012). Currently, there are no houses or any form of accommodation of the site. However, the ruin of the castle still exists. Concisely, the ruined Mortimerâ €™s Castle is located at Wigmore in Herefordshire. The ruin dates back to 921AD, thereby making it one of the oldest and culturally significant historic treasures in the United Kingdom. Currently, the ruin is owned by private entities. Nonetheless, the government is responsible for its preservation. The castle, as well as, the adjacent land is currently available for sale. PEST Analysis The PEST model is a marketing tool that facilitates analysis of the macro-environment of a firm. Concisely, it enables marketers to measure the impact of political, economic, social, and legal factors in their industries (Winer 2006, p. 114). Political The Ancient Monuments Act of 1913 prohibits alteration of historic buildings (Historic Houses Association 2012). Similarly, the planning Act of 1990 protects buildings and areas of special architectural or historic interest from the destruction that might occur due to commercial or residential development (Parliament UK 2012). In this regard, devel oping Mortimer’s Castle by changing its architectural attributes will not be possible.Advertising Looking for case study on communications media? Let's see if we can help you! Get your first paper with 15% OFF Learn More Hence, the Hereford Tourist Board has to use the castle without making significant alterations to it. The national Heritage Act 2002 permits private entities to produce and sell souvenirs, which are associated with ancient monuments that are located in England. In this regard, the board can generate an income by selling souvenirs that are associated with the castle (National Heritage Act 2002). Economic Tourism is one of the key drivers of economic growth in the UK since it contributes 8.2% of the country’s GDP and supports over 2.6 million jobs (British Tourism Authority 2012). The demand for rural heritage and cultural attractions such as the Mortimer’s Castle is likely to increase in 2012. The factors that underpin this growth include the country’s economic crisis and the weakening of the British pound. Concisely, the citizens are opting for local and short trips due to financial constraints. Hence, the number of visitors to the Mortimer’s Castle is likely to increase. One factor that is likely to reduce the growth of the industry is the VAT, which was increased to 20% in 2011 (British Tourism Authority 2012). Ticket prices have risen in response to the increase in VAT. Hence, the demand for visits to tourist attractions is likely to reduce. Social Nearly 83% of tourists are day visitors. Herefordshire receives over four million visitors. However, the average expenditure per visitor is only 27.64 pounds (British Tourism Authority 2012). Empirical studies indicate that tourists prefer destinations that reflect the significance of history, architecture, public spaces, and arts. Additionally, they prefer destinations in which local foods and drinks are available. These preferences increase the number of visits to local and regional attractions such as the Mortimer’s castle. Rapid population growth is a threat to rural heritage and cultural attractions (Facts and Figures about Herefordshire 2012).Advertising We will write a custom case study sample on History of Mortimer’s Castle in UK specifically for you for only $16.05 $11/page Learn More In particular, it can lead to the destruction of tourist attractions through commercial and residential developments. Technology Technology is important in the tourism industry since it facilitates marketing activities and provision of services. A heritage railway connects Wigmore to Cardiff and Manchester, thereby improving the accessibility of the Mortimer’s Castle. Furthermore, the train is an attraction due to its historical background. Advancements in information and communication technology also facilitate the execution of activities such as marketing of tourist destinations (Col lison Spears 2010, pp. 130-142). For example, social media such as Twitter can enable the HTB to convey information about the castle in a fast and cost-effective manner. Similarly, online payment and booking improves access to the industry’s products (Jamrozy 2007, pp. 117-130). However, safety risks discourage the use of online payment and booking systems. Porter’s Five Forces Analysis Power of the Suppliers The primary suppliers have a high bargaining power due to the following reasons. First, there are very few suppliers. Second, rural heritage and cultural attractions are very few in the country. Those that are available might not be on sale. In our case, the owner of the castle is the primary supplier since he is the only seller. Thus, he can exploit the buyer (HTB) by increasing the buying price. Power of the Buyer The buyers in this case are the customers who are likely to visit the tourist attractions. The buyers have a high bargaining power because they have low switching costs. Concisely, the buyers can easily opt to visit other castles or tourist attractions.Advertising Looking for case study on communications media? Let's see if we can help you! Get your first paper with 15% OFF Learn More One factor that is likely to reduce the power of the buyers is the differentiation of the attractions (Soteriades 2012, pp. 107-120). Each castle or tourist attraction has unique attributes that sets it apart from its competitors. Thus, the owners of the attractions can charge high prices for their products. Threat of Substitutes The threat of substitutes is moderate. The substitutes for rural heritage and cultural attractions include overseas tourist destinations and national wildlife parks. One factor that reduces the threat of substitutes is the economic crisis, which limits the customers’ ability to afford international trips. At the national level, the differentiation of local attractions in terms of their scenic features increases the threat of substitutes. Concisely, customers are likely to visit attractions that provide better experiences than the Mortimer’s Castle (Koller Salzberger 2009, pp. 401-414). Threat of New Entrants New entrants are firms that are li kely to join the industry (Handlechner 2008, p. 48). The threat of new entrants is low due to the following reasons. Firsts, castles are not readily available, thereby limiting the ability of potential investors to join the industry. Second, joining the industry requires huge capital investments. This discourages potential investors from joining the industry. Finally, product differentiation reduces the threat of new entrants. The incumbents own some of the best attractions, which new entrants might not be able to acquire. Competitive Rivalry The intensity of competitive rivalry is high due to the following reasons. First, there are several castles and tourist attractions in the UK and other countries. In the UK, these attractions include the Tower of London and the Warwick Castle among others. Second, the uniqueness or the differentiation of each attraction increases competition because customers will always opt for the best alternative. Additionally, the industry has a low growth rate of only 3%. Hence, competition is likely to increase as owners of attractions intensify their marketing campaigns in order to attract more visitors (Fifiled 2012, p. 83). SWOT Analysis Strengths The strengths of the Mortimer’s Castle include the following. First, it is the most important historic site in England. Second, the castle has a rich heritage and iconic features that are likely to attract more local and international visitors. Third, the original features of the castle still exist. Some of the features that have been in existence for the last 700 years include a jousting field, a defensive ditch, and a lake. There are also ancient and modern routes on the site. These features boost the competitiveness of the castle since they enhance the customers’ trip experiences (Peter Donnelly 2010, p. 78). Weaknesses The awareness of Herefordshire as a visitor destination is low. Consequently, the number of visitors who are likely to tour the castle will be low due to its location in Herefordshire. The second weakness is that there are no accommodation facilities at the site. Thus, visitors can only stay at the site for a short time. Opportunities The HTB can improve the popularity of the castle in order to increase the number of visitors. This can be achieved through promotional activities such as advertising the castle. Third, the board can develop new attractions on the site in order to increase customers’ choices and to improve the visitors’ trip experience. The government’s objective of supporting the tourism industry through marketing campaigns is also a growth opportunity (Parliament UK 2012). Concisely, the number of visitors to the castles is likely to increase due to the government’s marketing efforts. Threats The threats in the industry include the following. To begin with, the competition is very high. Several firms and tourist attractions are competing for the same customers. Legal restrictions on the d evelopment of historic buildings might limit the board’s ability to improve the features of the castle in order to make it more attractive to the visitors (Historic House Association 2002). The economic crisis in the UK and Europe is also a threat to the industry’s growth. The crisis has significantly reduced the disposable incomes of potential customers. Consequently, expenditure on leisure activities such as visiting the castle is likely to reduce significantly. Finally, changing climatic conditions will limit the board’s ability to preserve the ruins of the castle. Additionally, rapid population growth in Herefordshire County is likely to contribute to the destruction of tourist attractions in the region. Strategy The HTB is in the business of providing tourism services. Thus, the objective of buying the castle is to extend the board’s portfolio of tourist attractions in order to increase sales and profits. In this regard, the target is to receive at l east 50 visitors per day at the castle in the first year. The number of visitors will be increased by 5% in the next two years. The financial target is to earn 500,000 thousand pounds through sales in the first year. The sales turnover will be increased by 10% in the next three years. Segmentation Segmentation will be based on age and benefits. Thus, the market can be divided into the following segments. The first segment will include customers who are interested in the historic value of the castle. This segment can include individuals who are over 65 years. The second segment will include customers who are interested in learning a new skill, art, and craft. Customers who are between 16 and 29 years old will fall in this segment. The third segment caters for the needs of the customers who are interested in activities such as walking or horseback riding. This segment includes customers who are between 30 and 44 years old. The fourth segment will consist of customers who prefer to rel ax and view the scenic features of the castle. This segment includes customers in the age bracket of between 45 and 64 years. According to the GE matrix, the segments that consist of customers who are between 45 and 64 years, as well as, 16 and 29 years old are the most attractive. Thus, the board should focus on serving these segments in order to improve its profits. Competence The castle has a high capability of meeting the demands of customers who are between 30 and 44 years; 16 and 29 years; and over 65 years. However, it does not have the ability to meet the demands of the customers whose ages are less than 16 years. Thus, investments should be made in the most attractive segments in the first few years as the board prepares to meet the demands of other segments. For example, the board can invest in sports facilities such as a racecourse on the site in order to meet the demands of customers who are interested in activities. Attractiveness The board’s strategic objective is to generate an income from the castle. The segments that consist of customers who are between 45 and 64 years; 16 and 29 years; and under 16 years old contribute to this strategy due to the following reasons. First, customers whose ages are less than 16 years tend to be adventurers. Thus, they are likely to visit the castle frequently. Second, individuals who are between 45 and 64 years old are among the working class. Thus, they are likely to have enough money to spend on leisure activities such as visiting the castle. Marketing Mix Marketing mix is a conceptual framework that enables managers to make decisions that help them to configure their offerings in order to satisfy customers’ needs (Winer 2006, p. 117). Generally, the marketing mix represents a set of choices that businesses must make in order to develop and sell various products or services. The marketing mix consists of the 4Ps of marketing. The 4Ps include â€Å"price, product, place, and promotion† (L oudon, Stevens Wrenn 2004, p. 167). Business organizations can use the 4Ps to develop both long-term and short-term strategies. The HTB is likely to improve its competitive advantage if it makes the right choices regarding the 4Ps of marketing. In this context, the 4Ps can improve the competitiveness of the Mortimer’s Castle as follows. Product Product refers to the good or service that a customer purchases in order to satisfy specific needs. Developing the right product for the market requires a clear understanding of the features or qualities that customers are looking for (Freeman 2010, p. 324). Concisely, marketing managers should understand the needs that must be satisfied through the production of their services or products. Visitors and holidaymakers are interested in destinations in which they can learn a new skill, craft, sport, or subject. They are also interested in outdoor activities such as walking and horseback riding. In addition, the holidaymakers prefer dest ination in which they can access local foods and drinks. These preferences represent the features that customers are looking for in an ideal tourist destination. Consequently, the HTB must include these features as part of its services at the Mortimer’s Castle. Moreover, the board can establish a restaurant that focuses on selling local foods and drinks. Alternatively, the board can outsource the restaurant and sports services in order to reduce the cost of operating the castle. Place Place refers to the actual location where customers prefer to purchase the product or service (Rogers 2001, p. 213). In this context, the site or the location of the castle is the place in which the customers can buy the tour services. Since the location cannot be changed, it will be in the interest of the HTB to improve the accessibility of the castle. Currently, the castle is accessible through a railway line. However, it is necessary to develop alternative means of transportation in order to cater for the needs of the customers who are not interested in travelling by train. In this regard, the board can collaborate with transporters such as car rental companies to provide alternative transportation services to the castle. Price Price refers to the monetary value of a product or service that is on sale. Concisely, it refers to the â€Å"amount of money that a customer must pay in order to acquire a product† (Collier 2001, pp. 42-45). It is essentially, the cost of visiting the castle. The factors that the HTB must take into account in order to set the right price for its services include the following. First, the board must understand the customers’ perception of the value of the service. The rationale of this requirement is that customers are not likely to pay for the service if its cost exceeds the amount of money that customers are willing to pay (Ivy 2008, pp. 288-299). Consequently, the board’s pricing strategy must take into account the custome rs’ ability to pay. Second, the board should be aware of the effect of competitors’ prices on the demand for its services. Price is one the factors that inform customers’ substitution decisions. Thus, the board should set prices that are comparable to the average industry price in order to avoid losing customers to its competitors. Finally, the board should understand the level of price sensitivity in the market. In this regard, the board should not make major price changes if such changes are likely to cause significant reduction in demand. Concisely, a significant price change can make the customers to opt for less expensive tourist destinations, thereby reducing the number of visitors to the castle. Promotion Promotion refers to any effort made by a business to increase its sales or usage of a product (Chikweche Fletcher 2012, pp. 507-520). Promotional activities involve conveying information that is likely to convince potential customers to purchase a produ ct or a service. In this case, promotion refers to the activities that the HTB must perform in order to increase the number of visitors to the castle. The board has allocated 15,000 pounds to finance its promotional activities. The objective of this expenditure should be to enrich the visitors’ experience, increase the understanding of Mortimer’s rich history, as well as, to improve the economic and social prospects of the Hereford town through an increase of visitors, their length of stay and spending. These objectives can be achieved through the following promotional activities. First, the board can advertise the castle as a tourist attraction in order to increase awareness. The resulting increase in visits will improve the board’s income and the socio-economic prospects of the town. Second, the board can enrich the visitors’ experiences by providing information on how to access the castle and related services such as accommodation. Finally, the board c an arrange for a grand opening ceremony in order to create publicity and attract visitors to the castle. The board should also take into account the effects of the promotional activities of its competitors (Goi 2009, pp. 56-60). Generally, the board should differentiate its promotional activities in order to reach and convince potential customers to visit the castle. The promotional activities will last for two years. Budget Activity Description Expenditure per year Advertising Adverts in newspapers, radio, TV and website 3000 pounds Publicity Media releases and interviews with the media 2000 pounds Direct marketing Sending letters, pamphlets and brochures to potential customers 2500 pounds Building the Brand Qualities of the brand Mortimer’s Castle is the most attractive historic site in England. The castle has a rich heritage and iconic features that other castles and tourist attractions might not have. Concisely, the original features of the castle still exist. The castle’s features have been in existence for the last 700 years. These features include a jousting field, a defensive ditch, and a lake among others. Positioning Brand positioning will be based on service standards and the brand name. Mortimer’s will be the brand name that will be popularized so that customers can identify with the castle as a tourist destination. By maintaining high service standards, the board will create memorable customer experiences. Thus, the castle will be positioned as the most attractive and culturally significant historic site in the United Kingdom. Communication Marketing communication activities such as advertising will focus on highlighting the qualities or the features of the castle and the benefits of visiting it. This will help the Hereford Tourist Board to improve the brand personality and to reinforce the customers’ perceptions about the castle. Internal marketing Internal marketing will involve creating awareness about th e brand among the employees. Concisely the employees must have a clear understanding of the castle’s brand values and positioning. In this regard, the board can introduce training programs in order to improve the employees’ knowledge about the castle. The Balanced Scorecard The balanced scorecard is a â€Å"strategic planning and management tool that enables managers to align business activities to the vision and strategy of their organizations; improve internal and external communications; and to monitor organization performance against strategic goals† (Olve Siostrand 2006, p. 78). The balanced scorecard provides a framework for measuring the performance of an organization by identifying the measurement metrics. The objective of the balanced scorecard is to incorporate non-financial measures in traditional performance measures. This helps managers to develop a more balanced view of the company (Winer 2006, p. 98). The rationale of using the balanced scorecard system is that it addresses the weaknesses of the measurement systems that focus only on the financial aspect of the firm. It focuses on the following perspectives. The Learning and Growth Perspective This perspective focuses on the employee training programs, as well as, the organizational culture that improves the competitiveness of the company (Jeffs 2008, p. 132). In the tourism industry, employees are the most important resources since their competence determine service quality. Consequently, the Hereford Tourism Board should develop effective training and development programs in order to improve the skills and competence of its employees. The Business Perspective This perspective focuses on the internal processes of the organization (Witcher Chau 2010, p. 221). Its objective is to evaluate the effectiveness of business processes such as marketing, human resource management, and financial management among others. The business perspective will enable the board to assess the ef fectiveness of its operations. In this regard, the board should use this perspective to identify the services, or products that are likely to suit the needs of the customers. The Customer Perspective The aim of this perspective is to improve customer satisfaction (Kaplan 2010, pp. 2-10). The rationale of improving customer satisfaction is that dissatisfied customers are likely to switch to alternative service providers who are able to satisfy their needs. Thus, dismal performance in this perspective is likely to lower the competitiveness of the castle. In this regard, the board must focus on improving its relationship with the customers by offering excellent services. The Financial Perspective This perspective advocates for prudent management of the organization’s financial resources (Martin 2010, p. 81). In this case, the objective of the HTB will be to achieve the stated sales target (500,000 pounds) within the specified period. Thus, the sales volume is the metric that wil l help the board to measure its financial performance. Achieving the financial objective will help the board as follows. First, the board will be able to enhance its marketing mix by funding promotional activities such as advertising the castle. The resulting increase in brand awareness will enable the board to increase the number of visitors by 5% in the next two years. Second, the income can be used to develop new attractions on the site and to preserve the ruins of the castle. In addition, it can be used to develop new services in response to emerging market needs. Thus, it will be possible to serve all the market segments effectively. Finally, using the funds to train and empower the employees to offer high quality services will enable the board to improve its competence in meeting the needs of the customers. References British Tourist Authority 2012, Annual Report for Year Ending 31 march 2012. Web. Chikweche, T., Fletcher, R. 2012, ‘Revisiting the Marketing Mix at the B ottom of Pyramid’, Journal of Consumer Marketing, vol. 29 no. 7, pp. 507-520. Collier, D. 2001, ‘New Marketing Mix Stresses Service’, Journal of Business Strategy, vol. 12 no. 2, pp. 42-45. Collison, F. Spears, D. 2010 ‘Marketing Cultural and Heritage Tourism’, International Journal of Culture, Tourism and Hospitality Research, vol. 4 no. 2, pp. 130-142. English Heritage 2012, Wigmore Castle. Web. Facts and Figures about Herefordshire 2012, Population Around the County. Web. Fifield, P. 2012, Marketing Strategy, Prentice Press, Boston. Freeman, R. 2010, Strategic Management: A Stakeholder Approach, McGraw-Hill, New York. Goi, C. 2009, ‘A Review of Marketing Mix’, International Journal of Marketing Studies, vol. 1 no. 1, pp. 2-14. Handlechner, M. 2008, Marketing Strategy, Oxford University Press, Birmingham. Historic House Association 2012, Historic Policies. Web. Ivy, J. 2008, ‘A New Higher Education Marketing Mix’, Journal of Business Strategy, vol. 26 no. 6, pp. 10-11. Jamrozy, U. 2007, ‘Marketing of Tourism: Paradigm Shift Toward Sustainability’, International Journal of Culture, Tourism, and Hospitality Research, vol. 1 no. 2, pp. 117-130. Jeffs, C. 2008, Strategic Management, Cenage Learning, New York. Kaplan, R. 2010, Conceptual Foundation of the Balanced Scorecard, Harvard University Press, New York. Koller, M. Salzberger, T. 2009, ‘Benchmarking in Service Marketing: Longitudinal Analysis of the Customer’, International Journal of Benchmarking, vol. 16 no. 3, pp. 401-414. Loudon, D., Stevens, R. Wrenn, B. 2004, Marketing Management, Routledge, New York. Martin, T. 2010, Strategic Management, Oxford University Press, London. National Heritage Act 2002, Chapter 14. Web. Olve, N. Siostrand, A. 2006, Balanced Scorecard, John Wiley and Sons, New York. Parliament UK 2012, Living Heritage. Web. Peter, P. Donnelly, J. 2010, Marketing Management, John Wiley and Sons, New Yo rk. Rogers, S. 2001, Marketing Strategies, Palgrave Macmillan, London. Soteriades, M. 2012, ‘Tourism Destination Marketing: Approaches Improving Effectiveness and Efficiency’, Journal of Hospitality and Tourism Technology, vol. 3 no. 107-120. Winer, R. 2006, Marketing Management, Palgrave, London. Witcher, B. Chau, K. 2010, Strategic Management, Cenage Learning New York. This case study on History of Mortimer’s Castle in UK was written and submitted by user Keira Reid to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Wealth Example

Wealth Example Wealth – Coursework Example Wealth and local cash management controls that are in place in North Carolina In the of North Carolina, there is a policy that all agencies, departments, bureaus, institutions, commissions, boards and state officers whether they are subject to the Act governing state budget or not, have to device procedures and techniques for the receipt, disbursement and deposit of all money coming to their custody. These are money meant to maximize interest bearing cash investments and to minimize nonproductive and idle cash balances (Office of the State Controller, North Carolina, 2009). For each financial year, the state treasure is required to publish a quarterly report on all state funds in their custody control, indicating investments of cash balances, cash balances at hand, and a comparative analysis of the investment and earnings performances. When making disbursements, it is a requirement that the cash management plan for the state shall make some minimum provisions before releasing any mo ney. These include provision that money deposited with North Carolina’s treasurer remain on deposit with them until the ultimate payee receives the final disbursement. It also provides that billings to the state for services rendered or goods received shall be paid on due date or discount date and not nearly rely or late. Staffs of various departments, bureaus. Commissions, institutions, boards and agencies prepare than distribute annual cash updates to the Audit Manual for state auditors. This serves as a resource for the local government’s independent auditors. They give illustrative financial statements for counties, local educational boards, municipalities and other entities (Office of the State Controller, North Carolina, 2009). Personally, I do believe these controls are necessary. This is because they regulate how money is disbursed increases accountability. The submission of billings for services or goods on due date or discount date minimizes the chances of f alse claims. ReferenceOffice of the State Controller, North Carolina. (2009). Cash management. Retrieved 1st August, 2011. ncosc.net/.../cash_management/state.

Role of Creative Management in the Improvement of Entrepreneurial Essay

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