Marketing Management Assignment-Smu Essay Example for Free

Marketing Management Assignment-Smu Essay Q.1 A. Explain the six criteria for effective market segmentation * Identity The marketing manager must have some means of identifying members of the segment i.e., some basis for classifying an individual as being or not being a member of the segment. There must be clear differences between segments. Members of such segments can be readily identified by common characteristics as they display similar behavior. * Accessibility It must be possible to reach the different segments in regard to both promotion and distribution. ln other words, the organisation must be able to focus its marketing efforts on the chosen segment. Segments must be accessible in two senses. First, firms must be able to make segmented customers aware of products or services. Second, they must get products to them through the distribution system at a reasonable cost. * Responsiveness — A clearly defined segment must react to changes in any of the elements of the marketing mix. For example. if a particular segment is defined as being cost-conscious, it should react negatively to price rises. If it does not, this is an indication that the segment needs to be redefined. * Size The segment must be reasonably large to be a profitable target. Lt depends upon the number of people in it and their purchasing power. For example, makers of luxury goods may appeal to small but wealthy target markets whereas makers of cheap consumption goods may sell to a large but relatively poor target markets. * Nature of demand — lt refers to the different quantities demanded by various segments. Segmentation is required only if there are market differentiation in terms of demand. The marketing manager should not only be able to find out the total demand and the differences in demand patterns in each of these segments. * Measurability — The purpose of segmentation is to measure the changing behavioural pattern of consumers. For example, the segment of a market for a car is determined by a number of considerations, such as economy, status, quality, safety, comforts, etc. B. Discuss the types of target marketing strategies. * Undifferentiated marketing strategy or mass marketing strategy In the absence of a proper mechanism to classify the market into a number of markets segments and analyse their potential, many firms decide on the mass marketing strategy. In this case, the marketer goes against the idea of a differentiated market and decides to sell the product to the whole market. Here the marketing manager ignores the idea of segment characteristics and differences, and develops a unified marketing programme for the entire market. This strategy keeps the overall marketing costs low and makes it easier to manage and track the market forces uniformly. The marketer tries to find out commonalities across various segments rather than focusing on the differences between segments. * Concentrated marketing strategy In the second alternative strategy, the marketing manager decides to enter into a selected market segment instead of all the available market segments. When resources and market access are limited and the company has to face intense competition, the marketing manager has to stretch the budget for market coverage. In this case, the company is likely to follow the concentrated marketing strategy. * Differentiated marketing strategy Many marketers choose to target several segments or niches with a differentiated marketing offer to suit each market segment. Maruti is the leading automobile company, which has the distinction of having different products for different market segments. Q.2 Explain the consumer buying decision process. * Problem recognition A buying process starts when a consumer recognizes that there is a substantial discrepancy between his/her current state of satisfaction and expectations in a consumption situation. A need can be activated through internal or external stimuli. The basic needs of common men rise to a particular level and become a drive. From their previous experiences, they know how to satisfy these needs like hunger, thirst, sex, etc. This is a case of internal stimulus. A need can also be aroused by an external stimulus such as sighting a new product in a shop while purchasing other usual products. * Information search After need arousal, the behaviour of the consumer leads towards collection of available information about various stimuli. ln this case, information about products and services are gathered from various sources for further processing and decision-making. The first source of consumer information is the internal source. This means the consumer first search the information regarding the relevant product from his/her inner memory. If the information is not available from internal source for making a purchase decision he or she may collect information from external sources. A External sources for desired information can be grouped into four categories. * Personal sources (family, friends, neighbors, and peer group) * Commercial sources or market dominated sources (advertisements, salesmen, dealers, and company owned sales force) * Public sources (mass media, consumer rating organisations, and trade association publications) * Experiential sources (handling, examining, and using the product) The marketer will find it worthwhile to study the consumers’ information sources when: * A substantial percentage of the target market engages in the search * The target market shows some stable patterns of using the respective information sources. * Alternative evaluation Once interest in a product(s) is aroused, a consumer enters the subsequent stage of evaluation of alternatives. Evaluation leads to formation of buying intention that can be to either purchase or reject the product/brand. The final purchase will however depend on the strength of the positive-intention, which is the intention to buy. * Purchase decision Finally the consumer arrives at a purchase decision. Purchase decisions can be any one of the three no buying, buying later, and buy now. No buying takes the consumers to the problem recognition stage as their consumption problem is not solved and they may again get involved in the process as we have explained. A postponement of buying can be due to a lesser motivation or evolving personal and economic situation that forces the consumer not to buy now or postponement of purchase for future period of time. If positive attitudes are formed towards the decided alternative, the consumer will make a purchase. * Post-purchase behaviour Post-purchase behaviour refers to the behaviour of consumers after their commitment to a product has been made. It originates out of consumers’ experience regarding the use of the product and is indicated in terms of satisfaction. This behaviour is reflected in repeated purchases or abstinence from further purchase. A satisfied product-use experience leads to repeated purchase, referrals from satisfied customers to new customers, higher usage rate, and also brand advocacy. Q.3 A. Discuss the Henry Assael model on buying decision behaviour. Henry Assael has come up with an explanation to analyse why consumers buy the goods they buy. He explained the relationship between the level of involvement by the consumers in the purchase of goods and services and the level at which diverse goods or services differ from one another. High involvement Low Involvement Signiï ¬ cant differences Complex Variety Seeking between brands Buying Behaviour Buying Behaviour Few differences Dissonance Reducing Habitual Buying between brands Buying Behaviour * Complex buying behaviour — Consumers are highly involved in a purchase and aware of significant differences among brands. This is usually the case when the product is expensive, bought infrequently, risky, and highly self-expressive. Typically the consumers dont know much about the product category and have more to learn. Example: personal computer. * Dissonance-reducing — sometimes, the consumer is highly involved in a purchase but sees little differences in the brands. The high involvement is based on the fact that the purchase is expensive, infrequent, and risky. Example: carpet. After purchasing the carpet, consumers might experience dissonance that stems from noticing certain disquieting features of the carpet or hearing favorable things about other carpets. * Habitual buying behaviour Many products are bought under conditions flow consumer involvement and the absence of significant brand differences. Considering salt, consumers have little involvement in this product category. They go to the store and reach for a brand. If they keep reaching for the same brand, it is out of habit and not strong brand loyalty. * Variety-seeking buying Some buying situations are characterized by low consumer involvement but significant brand differences. Here consumers often do a lot of brand switching. Consumers do the brand switching for the sake of variety rather than dissatisfaction. Example: wafer potato chips. B. Explain the five stages of Adoption Process. * Awareness During the first stage of adoption process, the product innovation is explained to the consumers. This process gives information about the new product or service. * Interest When consumers develop an interest in the product or product category, they search for information about how the innovation can benefit them. * Evaluation The evaluation stage represents a kind of ‘mental trial’ of the product innovation. Only if the consumers’ evaluation of the innovation is satisfactory, they will actually try the product. In case the evaluation is unsatisfactory, the product is automatically rejected. * TriaI- ln this stage- consumers use the product on a limited basis. Their experience with the product provides them with the critical information that they need to adopt or reject it. * Adoption -In this stage, consumers decide to make full and regular use of the product. Q.4 Describe the components of the micro environment of marketing * The company Some company factors that affect the marketing decisions are: Culture and value system — Organizational culture can be viewed as the system of shared values and beliefs that shape a company’s behavioural norms. A value. is an enduring preference as a mode of conduct or an end state. The value system of the founders of the organisation has a lasting impact on it. The value system not only influences the working of the company and the attitude of its people but also the choice of its business. 1. Mission and objectives — The mission and objectives of the company guide the priorities, direction of development, business philosophy, and business policy. 2. Management structure and nature Structure is the manner in which the tasks and sub-tasks of the organisation are related. Structure is concerned with the hierarchical relationship and the relationship between the management of different functional areas like the structure of the top management and the pattern of share holding. 3. Human resource This concerns factors like manpower planning, recruitment and selection, compensation, communication, and appraisal. * Intermediaries intermediaries are independent business units and they carry the company’s products and services to the customers. Prominent intermediaries include wholesalers, retailers, merchants, selling agents, brokers, etc. Their objective of being in business is different than being in a firm, so the intermediaries will be interested in maximizing their profits. Any trade promotion scheme will motivate them to push competitors’ product deeper and faster. * Public Positive and favorable public opinion is crucial to marketing success since the public is the authority that permits the existence and operation of competitive marketing systems. This environmental factor includes the general public, its support, the government, and the set of public who have a direct bearing on business. These public can be classified as welcome public, sought public, and unsought public. As a marketer, one must understand that the general public grants the license for conducting business with an expectation that the company will practice fair play. Lack of this supportive framework as evidenced by declining sales or adverse public opinion can lead to eventual failure of the firm as well as the marketing system. * Competitors Success or failure of an offer largely depends on how competitors react to the company‘s offer. Godrej was a successful refrigerator manufacturer. Once competition intensified, the company started losing market share. Today, though there is a growth in refrigerator industry, Godrej as a brand is not growing as fast as its competitors. Through the years, marketing systems have become increasingly competitive. Traditional economic analysis, views competition as a battle between companies in the same industry or between substitutable products. Marketers, however, tend to accept the argument that all firms are competing for a limited discretionary buying power. Though we can say that Maruti as a car manufacturing-company is facing competition from other car manufacturers, ultimately it is the consumers disposable income for which shampoos, soaps, and scooters are also competing with Maruti. A customer is expected to allocate his disposable income optimally and in the process a category also competes with another category to be in the active consideration set of customers for such an allocation. Industry has found numerous new uses for existing products, with the whole arena of competition being expanded. While this forces business to reassess long-established marketing practices, it also opens new avenues of business opportunity. Emergence of computers with multimedia as a tool of infotainment and knowledge sharing device has challenged traditional products in the entertainment market. * Suppliers Increase in the price of raw materials will have a bang on effect on the marketing mix strategy of an organisation. As a result, the prices may be forced up. This is the impact that the suppliers can have. Closer relationship with suppliers is one way of ensuring competitive and quality products for an organisation. * Customers Organisations exist because of customers. No customer means, no business. Organizations on how they meet the needs and wants of the customers and provide them with maximum benefits. Failure to do so will result in a failed business strategy. Q.5 A. Explain the types of Marketing Information systems MIS supplies three types of information, which are: * Monitoring information Monitoring information is the information obtained from scanning external sources which include newspapers, trade publications, technical journals, magazines, directories, balance sheets of companies, and syndicated and published research reports. Data are captured to monitor changes and trends related to marketing situation. Some of these data can be purchased at a price from commercial sources such as market research agencies or from government sources. * Recurrent information — Recurrent information is the information that is generated at regular intervals like monthly sales reports; the stock statements, the trial balance, etc. ln MlS, recurrent information is the data that MIS supplies at a weekly, monthly, quarterly, or annual interval, which are made available regularly. It can also provide information on customer awareness of company’s brands, advertising campaigns, and similar data on close competitors. * Customized information   Customized information is also called problem-related, which is developed in response to some speciï ¬ c requirements related to a marketing problem or any particular data requested by a manager. B. Discuss the different components of MIS The overall Objective of an Ml IS to provide inputs from marketing environmental factors like target markets, marketing channels, competitors, consumers, and other forces for creating, changing, and modifying marketing decisions in the formulation of relevant and competitive marketing strategies. * Internal record systems — Internal record systems are available within the company across various departments and provide relevant, routine information for making marketing decisions. The most evident internal record system is the purchase and payment cycle systems. It records the timing and size of orders placed by consumers, the payment cycles followed by consumers, and the time taken to fulfill the orders in the shortest possible time. * Marketing intelligence system A marketing intelligence system is the system of collecting and collating data. This system tries to capture relevant data from the external environment. It collects and manages data from the external environment ab out the competitors’ moves, government regulations, and other relevant information having a direct impact on the marketing environment of the firm. *Analytical marketing systems Analytical marketing systems are also known as Marketing Decision Support Systems (MDSS). A MDSS is a coordinated collection of data, systems, tools, and techniques with supporting software and hardware. Using this collection, an organisation gathers and interprets relevant information from business and environment and turns it into a basis for marketing action. lt involves problem-solving technology consisting of people, knowledge, software, and hardware integrated through the information technology platform into the sales management process of the organisation. * Marketing research systems Marketing research systems are based on systems and processes that help marketing managers to design, collect, analyse, and report data and ï ¬ ndings relevant to a specific marketing situation facing the company. It also involves analysis of information, which includes a coordinated collection of data, systems, tools, and techniques with supporting software, and hardware by which an organisation gathers and interprets the relevant data and turns it into a basis for marketing action and tactics. Q.6 Describe the factors to be considered while developing an Effective marketing mix. To develop an effective marketing mix the company should consider the following factors and then choose the most appropriate mix of elements (7Ps) to target the customers: * Company’s resources These are one of the prime factors affecting the company’s marketing mix. The financial, human, and technological resources available with the company affect the composition of the marketing mix. The firm needs to conduct a Strength, Weakness, Opportunity, and Threat (SWOT) analysis for the business unit. * Demographics — It implies to the changes in the composition of the market, the demand of the population, the opportunities in the country, etc. that affect the marketing mix. Current and projected economic conditions It connotes the economic factors like inflation, employment, taxes, and other economic factors that influence marketing mix decisions. * Market potential Analysis of market potential for new products considers market growth, prospects need for your offering, the beneï ¬ ts of the offering the number of barriers to immediate use, the credibility of the offering and the impact on the customers daily operations. * Competitors They are important considerations that affect the marketing mix of a firm as the potential for competitive retaliation is based on the competitor’s resources, commitment to the industry, cash position, predictability, and status of the market. Porter’s Five Forces Model * Supplier power- The power of suppliers to drive up the prices of inputs. * Buyer power- The power of customers to drive ‘down products’ prices. * Competitive rivalry — The strength of competition in the industry. * Threat of substitution The extent to which different products and services can be used in place of a particular product. * Threat of new entry — The ease with which new competitors can enter the market if they see that a product is making good proï ¬ t and then drive your prices down. By thinking about how each force affects a product and by identifying the strength and direction of each force, you can quickly assess the strength of a product’s position and ability to make a sustained proï ¬ t in the industry.

John F. Kennedy Essay -- essays research papers

John F. Kennedy John Fitzgerald Kennedy was born on May 29, 1917 in the Boston suburb of Brookline. Kennedy was the son of Joseph P. Kennedy a formerambassador to Great Britain. Kennedy was much like his father, possesing a delightful sense of humor, a strong family loyalty, a concern for the state of the nation, endless vitality and a constant air of confidence no matter how dire the situation In 1946, Kennedy ran successfully for a Boston-based seat in the U.S. House of Representatives; he was reelected in 1948 and 1950. As a congressman he backed social legislation that benefited his working-class constituents. Although generally supporting President Harry S. Truman's foreign policies, he criticized what he considered the administration's weak stand against the Communist Chinese. Kennedy continued to advocate a strong, anti-Communist foreign policy throughout his career. Restless in the House, Kennedy challenged incumbent Republican senator Henry Cabot Lodge, Jr., in 1952. Although the Republican presidential candidate, Dwight D. Eisenhower, won in Massachusetts as well as the country as a whole, Kennedy showed his remarkable vote-getting appeal by defeating Lodge. A year later, on Sept. 12, 1953, Kennedy married Jacqueline Bouvier. The couple had three children: Caroline Bouvier (b. Nov. 27, 1957), John Fitzgerald, Jr. (b. Nov. 25, 1960), and a second son who died in infancy in August 1963. Kennedy was a relatively ineffectual senator. During parts of 1954 and 1955 he was seriously ill with back ailments and was therefore unable to play an important role in government. Critics observed that he made no effort to oppose the anti-civil libertarian excesses of Sen. Joseph R. McCarthy of Wisconsin. His friends later argued, not entirely persuasively, that he would have voted to censure McCarthy if he had not been hospitalized at the time. During his illness Kennedy worked on a book of biographical studies of American political heroes. Published in 1956 under the title Profiles in Courage, it won a Pulitzer Prize for biography in 1957. Like his earlier book on English foreign policy, it revealed his admiration for forceful political figures. This faith in activism was to become a hallmark of his presidency. In 1956, Kennedy bid unsuccessfully for the Democratic vice-presidential nomination. Thereafter, he set his sights on the presidency, especially after his... ... by at least conniving at the overthrow of Dinh Diem in November 1963. On November 21, 1963, President Kennedy flew to Texas to give several political speeches. The next day, as his car drove slowly past cheering crowds in Dallas, shots rang out. Kennedy was seriously wounded and died a short time later. Within two hours of the shooting, police arrested Lee Harvey Oswald and charged him with the murder. On November 24, a Dallas man, Jack Ruby, shot and killed Oswald before there was a chance to put him on trial. Although Oswald denied that he shot Kennedy, most of the evidence indicates that he really did. To this day, however, many people disagree about the facts of JFK's assassination. Some people insist that there was a second gunman firing at Kennedy, and that he and Ruby were part of a conspiracy. None of these theories has ever been proven. President Kennedy's death caused enormous sadness and grief among all Americans. Most people still remember exactly where they were and what they were doing when they heard the news of the murder. Hundreds of thousands of people gathered in Washington for the President's funeral, and millions throughout the world watched it on television.

In what ways is the concept of gender useful in the study of ancient history?

In antiquity gender was a defining feature of life, we can note that it affected the way society was structured, specifically in the Athenian ‘polis', as well as public events, such as those associated with religious cults. Gender was also influential in politics, especially that of the Romans. Moreover, it is through gender that we can observe the general ancient view towards women, found throughout numerous literary sources and archaeological remains. Firstly, there is a strong link between gender and the Athenian ‘polis', which was commonly considered to be ‘male dominated'. 1 From an early age male and female youths were polarised, so that males were educated professionally, with a strong emphasis on completing sports at the ‘palaestrai' and ‘gymnasia', then they were sent away to complete their military service. In contrast, women were denied no more than basic schooling. However they were introduced into society through religious cults. It is through education that the classical Athenians erected a prominent division between the sexes, in order to prepare the youths for their roles in later life-men for leadership in state and military affairs, women for more subordinate roles. For example, archaeological evidence suggests that young men were groomed for prominent positions in the state, that is, pitchers have been found that illustrate boys celebrating the festival, ‘Anthesterion', ‘the flower month', by sampling wine and participating in crawling races. The former would have been a simplistic pre-taster for male youths of a ‘symposium', philosophical sessions intertwined with heavy drinking periods, exclusively for male citizens. The playwrights Plato and Aristophanes recognised their importance in the ‘polis', as it was for affluent male citizens. In Aristophanic comedies he frequently alludes to scenes of inebriation and obscenity mixed with intervals of learned opinions. The latter would have prepared the youths for athletic competitions. Keuls' suggests that it is through these activities young boys were instilled, ‘with the norms of competitiveness and male privilege'. 2 In comparison, Greek women were initiated into society through religious roles, specifically those associated with chastity, labour and submission. The cult of Athena was particularly important, in which a robe known as a ‘peplos' was dedicated to the goddess that had been especially woven for the occasion. It was then presented to her either by two or four noble girls, known as ‘arrhephoroi', ‘bearers of sacred objects'. Scenes from this cult can be found on sections of the Parthenon frieze (440BC-432BC), detailing events such as the folding of the ‘peplos' by the ‘Archon Basileus', chief magistrate, helped by a young child. This was a significant affair because the cult of Athena portrayed the characteristics sought desirable in each sex. That is, she represented the ‘male patriarchal ethos',3 through a wild war dance, the ‘pyrrhic dance', which was performed by armed dancers. This highlights, through the festival that males were associated with war and had a responsibility to protect the ‘polis'. On the other hand, Athena also represented the female ethos, by emphasising the necessity of hard work and chastity through the tasks of spinning and weaving, which were given prestigious status', through the ritual of the ‘peplos'. Athenian women were associated with passive tasks, illustrating their subordination to men within the ‘polis'. It is also significant that religious festivals structured the female hierarchy. We have already noted that it was only noble girls who could become ‘arrhephoroi', whereas in other cults, such as that of Artemis at Brauron, all girls could participate in the rituals. Just as the female hierarchy needed cult festivals to differentiate between the varying classes, the male hierarchy was determined by society-the ‘polis' and the military. For example, Xenophon, in the ‘Anabasis', highlights the importance and influence of the head of the army, the ‘hegemon', compared to less important positions in the military. That is, when a ‘manteis', a divine interpreter, attempts to slander Xenophon-in this case he is acting as the ‘hegemon'-by suggesting that he would have founded a new city without consulting his troops, Xenophon retorts: ‘Silanus gave me his answer on the most important point, namely, that the appearance of the victim was propitious. He had to since he was aware that I myself, because of always being present at sacrifices had some experience in these matters. ‘ 4 This illustrates, in general, that in warfare, sacrifices were undertaken or overseen by those in commanding positions, such as the ‘hegemon', because they influenced the state. Those in less significant positions in the military had a minimal influence in the running of the state. Thus, highlighting that the military and state were active influences in determining the male hierarchy. So far, we can note that education and cult festivals were influenced by gender, illustrating the importance of studying it in ancient history, as it gives us a fuller picture of ancient Greek society. Furthermore, the perception of the sexes can be seen to vary vastly, Xenophon highlights this in his ‘Oikonomikos', when he determines that men were built for war because their bodies could endure toil and hardship, whereas women were made for domestic work. 5 Another ancient scholar, Ischomachos, comments that the nature of men and women's mind also differ, as women are considered to be more susceptible to emotions and show a lack of restraint. Physical and psychological features influenced ancient Greek scholars into stereotyping the sexes and thus explaining why each gender sought different roles in society. In consideration to the cult of Athena, we can note that the study of mythology is also relevant to the concept of gender and its effects on society. That is, the ‘Panathenaic' procession was based on the myth of the origin of Ericthonius, who was associated with Athens. Hephaistos spilt semen on Athena's lap, which she wiped off with some wool, but consequently Ericthonius was born. The child was then given to Cecrops' daughters, but two of them, Herse and Aglauros, looked at the baby, despite Athena's warning that they should not. This myth emphasises the importance of women as child bearers and nurturers in society. The relevance of the wool can be associated with textile making, an occupation that was encouraged in young women. Likewise the cult of Artemis illustrated to women the importance of chastity, as the myth behind her cult warns them that promiscuity is an undesirable and unacceptable value. Artemis punishes her nymph, Kallisto, who had been raped by Zeus, by changing her into a bear, who is consequently hunted and killed by her own son. The Greeks used the myths as moral paradigms, warning women against unacceptable behaviour in the ‘polis'. Furthermore, Artemis was also concerned with childbirth, as clothes were dedicated to her at Brauron. Keuls' comments that this cult, ‘may have been the most effective way of instilling in females the ethos that male society required of them. ‘ 6 In comparison, if the cult of Artemis and Athena portrayed ideal female virtues that were affable for their role in the ‘polis', then the cult of Theseus represented ideal virtues for the Athenian male citizen. He was the archetypal male hero, as he saved Athens and slaughtered the Minotaur. In a social context, he had protected the ‘polis' and by militant means had killed a foreign being that threatened the well being of the state-actions that were expected of all male Athenians. Funerals were also a very significant event within the ‘polis' and the concept of gender greatly influenced its organisation. Women played a vital role in the ‘prothesis', the procession preceding the actual funeral, when the body was placed on a bier and was surrounded by mourners. It was the role of the women to lament- the more intense they seemed, the more honoured the dead appeared. Firstly, in connection with lamentation, we can note that women played an integral role in this procession, as they allowed men to keep up an austere appearance. This allowed the males to protect their masculine front, as they could refrain form outwardly expressing their grief. We have already observed, from ancient scholars, such as Xenophon, that only certain characteristics were deemed acceptable for men. Plaques and funeral vases illustrate the different roles performed during the ‘prothesis' by men and women. For example, a funeral pot of the late geometric period depicts men in processions of armed warriors or on horseback. 7 It is notable that they remain untearful, when compared to the numerous figurines of women in lamentable positions. The men honour the dead by highlighting the prestige of dying whilst in battle. Two ideals of mourning were set up to protect the social structure-women lament due to their lack of restraint of their emotions, emphasising their fragile characters, deeming them unfit for leadership. Whereas, men retain their dignity through their restraint and their passive role in the ‘prothesis'. Furthermore, funerals allowed aristocratic families to present their rank and power in society. Therefore, the lamentation was a reflection of the family's status. Hans Van Wees states that, ‘tears were a sign of respect to the dead†¦ ears of women played a part in the power struggle of men. ‘ 8 This illustrates that women had a significant role in the society of men, but one that was manipulated to benefit the running of the state. Moreover, the emotions of the women became so severe, as they behaved as a medium, that Solon had to institute legislations to curtail their display, as women had resorted to lacerating their arms and other forms of self-mutilation. The concept of gender is also very noteworthy in ancient literature, as men and women were perceived very differently in comparison to their perception in the ‘polis'. For example, during the Homeric era, it was not uncommon to observe heroes crying, a characteristic that would later be associated with the ‘fairer sex'. We first see Odysseus on Calypso's island, weeping in despair to return home to Ithaca. 9 Likewise, Homer frequently alludes to Odysseus's wife, Penelope, crying. For instance, we observe her crying for her lost husband when she retrieves his bow for the suitors' competition. 10 Both of the genders display similar characteristics, which Homer's audience obviously found acceptable in men. This emphasises that the gap between the genders widened with the progression of society and the founding of the structure of the ‘polis'. A further example that illustrates this point can come from the medium of tragedy, as the perception of male literary figures had conformed to the opinions of the ‘polis'. That is, male characters are portrayed as more restrained towards their emotions, in Aeschylus' ‘Agamemnon', the male king shows a considerable deal of restraint when Clytaemnestra offers him the sacred carpets to walk on. He states: ‘This-you treat me like a woman†¦ ive me the tributes of a man†¦ '11 Agamemnon displays his lack of excitement towards the frivolity of walking on ‘nice' tapestries that obviously would have appealed to a woman's nature. In the Homeric era, heroes appreciated niceties-Odysseus is bathed in perfume when he gets to Phaecia, there are constant allusions to Paris preening and primping himself and we are frequently reminded of his good looks. This illustrates the progression of the male status from the Heroic age to classical Athens. Briefly, we can note that Homeric heroes took an active grieving role in funerals. Achilles pours grimy dust on his face and beasts his breast, accompanied by his handmaidens; then Homer states that: ‘Antilochus mourned with him, letting the tears fall†¦ '12 Furthermore, this reiterates the different characteristics found in the male persona of the heroic age, rather than the age of the ‘polis'. However, we should also observe that the Homeric heroes were not completely without restraint, they just depicted less moderation than would have been acceptable for later Greeks. For example, the Trojans are commanded not to weep whilst collecting their dead bodies from the battlefield, which they do. They show a determined self-control, perhaps not as noted in the Homeric women, such as Odysseus' wife, Penelope. Furthermore, it is also through tragedy that we can note the progression of the perception of ancient women. In reference to Aeschylus' ‘Agamemnon', it has been observed that Clytaemnestra is portrayed with masculine attributes, as it is she who plots and kills her husband, with an axe in the bath. Her lover, Aegisthus, states to the chorus: ‘The treachery was the woman's work, clearly. '13 In the prologue, the watchman comments: ‘That woman -she manoeuvres like a man. '14 Firstly, Clytaemnestra has overstepped the divide that marked the different statuses of men and women in the ‘polis', on account of her masculine behaviour. Aeschylus, through tragedy, has illustrated that if women are not supervised within society, the social structure will collapse, as they are lead by their emotions. This would have highlighted the importance of the ‘kyrios', who acted as a guardian to Athenian women, to keep them in check within the ‘polis'. Moreover, this illustrates the common perception of women, as tragic heroines are often perceived as being manipulative, treacherous and unfaithful. This is emphasised by the character of Clytaemnestra, as well as Electra, who later persuades her brother, Orestes, to kill their mother, in Aeschylus' ‘Eumenides' and Euripides ‘Electra'. These characteristics illustrate that women are unworthy to lead the state, and highlights the insistence that they remain inferior to men within the social structure, maintaining their role in family matters. In Aristophanic comedies, such as ‘Lysistrata', women were also depicted as being drunkards and sex fiends, qualities that were associated with slaves. This is noteworthy, as slaves were considered not to be wholly free and without possessing any rights within the ‘polis', such as voting. Furthermore, slaves and women were also both low down in the social structure. Aristotle in his ‘Politics', stated that women were, ‘slaves by nature'. This demonstrates the lack of freedom that women possessed, highlighting their seclusion within classical Athens. The majority of the time, women were physically kept within the home-apart from when they participated in particular public events-to keep them subordinate, in a social context. Furthermore, according to Solon15, if a woman was in the company of men all the time, she would not want to get married. Thus she would be defying her role as a life giver and producer of heirs, and so she would be disrupting her status within the ‘polis'. In contrast, in the heroic age of Homer, women were given a considerable amount of freedom, for example, we see Helen with Priam, on the walls of Troy, pointing out to all the different Greek warriors. Moreover, Penelope, in the Odyssey, acts as the hostess at the banquet of the suitors, totally surrounded by men. We can see that the seclusion of women became more intense with the founding of the ‘polis', which brought along a greater need to categorise the genders. The concept of gender is also very significant when studying the politics of ancient Rome. Roman historians of the imperial era have recorded the great influence of women on particular male emperors. For example, the historian, Tacitus, in his ‘Annals', records the influence of Nero's mother, Agrippina the Younger, on his political career. It is she who initiates the poisoning of her husband, Claudius, and his son, Britannicus, so that Nero can usurp the power of the empire. Roman coins depict her bust, alongside that of her son's, displaying that she is ruling with him. It is significant that her role becomes less influential as Nero grows up and adopts more power. This is again illustrated through the medium of the coins, as we can note the gradual removal of her image from the obverse of the coins. The influence of his mother was so strong that he could only be freed from it, by attempting to murder her, through a collapsing boat. Thus, this demonstrates that imperial women dominated their male associates and played a leading role within in the running of the state. However, we should note that they still remained in the background, ruling behind their male relatives, as Rome was a male dominated state. Clark suggests that, ‘women might, then, have considerable influence and interests outside their home and families, but they were acting from within their families to affect a social system managed by men: their influence was not to be publicly acknowledged. '16 However, it has also been recorded that other imperial women had infiltrated the very male event of patronage. Octavia had acted or had interceded with male relatives as a patron, also, Messalina and Agrippina the Younger, were the patrons of Claudius' freedmen, such as Narcissus. This highlights the prestigious role of women in the empire. It is also significant that they were involved in particular public affairs, demonstrating that the social structure of Rome was gradually changing form being solely a male establishment, to a state outwardly influenced by both genders. Furthermore, Dio records that the senate honoured Livia with an arch as she had helped many senatorial children in times of need. 7 Likewise, the public recognition of Livia's role in the running of the state was acknowledged by the senate. However, it is important to note that the prominent role of women during the imperial period was not considerably favoured by all. Fischler comments that many men considered ‘a good emperor to have had wives and mothers that he could control and who never overstepped the boundaries set by convention'. 18 For example, Tiberius refused honours for his mother, Livia, because he did not want to seem to be influenced by her actions. Women may have been more prominent in the political sphere but it was not fully approved by the public opinion, which was aired by the majority of men. The significant role of women was fully acknowledged by Augustus, the first Roman emperor, who recognised the importance of women as figures of a new political regime. They represented the move from the Republican era to the Imperial era, as they were significant members of his dynasty. Fischler goes onto observe that ‘women were symbols of the imperial order. '19 The society of the Republic was less tolerant of the presence of women in the public eye. They had few rights within the state, such as, they were not allowed to vote or, as Valerius Maximus records, appear or act in courts20 and were generally under the ‘potestas of the ‘paterfamilias'. However, unlike the Greek ‘polis' women were not secluded from society, as they were allowed to own property and divorce their husbands. There were two types of marriage- that of ‘cum manu', in which the woman remained under her father's rule, as he even had the power to end her marriage; or that of ‘sine manu', in which women were allowed to own their own property an divorce their husbands. The former type of marriage was common in the early Republic and the latter, in the late Republic. This illustrates the progression of women's freedom in society and their further prominence in the public eye. The perception of gender and the way it affected the structure of society can be noted in forms of literature, such as satire. For example, Juvenal, who was writing either under the emperor, Trajan or Domitian, perceives the progression of women in the public sphere as a bad thing. That is, women had transgressed the divide between the genders, as they had adopted masculine roles in society, such as acting in political matters, demonstrated in Tacitus' portrayal of Agrippina. Furthermore Juvenal goes onto condemn the public sexuality of women and the growing effeminacy of men. In a social context. He highlights the breakdown of the social structure of the Roman society, that is, he considers the sexes to have changed roles and transgressed their divisions, which had given certain roles to men and to women in order to structure society. For example, he describes the ‘whore empress' coming home from the brothel to the Imperial palace. 21 Furthermore, his female persona attacks males for preferring homosexuality and states that overseas people are laughing at their effeminacy. 22 In contrast, he frequently extols the old virtues of chastity in women and praises the good old days, when men worked in fields and completed other masculine tasks23. Thus highlighting the change of roles in gender, on account of a changing society. In conclusion, we can argue that the concept of gender is extremely important when studying ancient history, as it played a significant role in defining the structure of society. The progression of society, both Greek and Roman, can also be marked by the changing perceptions of each gender, found in abundant literary sources and archaeological material. These sources of evidence make it possible to study gender, however we should also take into account, when using literature as evidence, some external influences. For example, when consulting tragedy or comedy. For the perception of Greek women, we should note that the playwrights exaggerated the characteristics of figures, for dramatic effects. That is to say, in the ‘polis', not all Greek women were alcoholics with a sex addiction, as portrayed in Aristophanic comedies. Likewise, from Juvenal's satires we cannot assume that all Roman women were promiscuous, due to the degeneration of their social structure. The ancient writers were assuming the ‘worst-case-scenarios', highlighting what would happen without a social structure in society. However, there is truth behind these pieces of literature, as the authors had to base their work on realism, so that their audiences could relate to their work. Furthermore, we should take into consideration the genre that the author was writing for, for example, Tacitus was considered to be a ‘silver age' writer, thus his writing would have portrayed characteristics of that type. Thus, his work is macabre and sombre; therefore his portrayals of his characters would reflect that style. Likewise, archaeological evidence should be considered with care, as depictions on pots and vases are left to our own personal interpretation.

The Book Thief By Markus Zusak - 1047 Words

In the Novel the Book Thief by Markus Zusak and Breaking Prejudice from National Radio, we see there to be a change in perspective due to insightful personal discoveries. We see this occur for the better and the worse, on a smaller scale in the case of the Book Thief and on a larger scale in Breaking Prejudice, which serves to demonstrate to the reader the many levels on which insight can affect perspective. In the Book Thief, Liesel’s initial perspective of both her foster mother Rosa, and Hitler, change as a result of a moment of realisation caused by their actions. Similarly, we see a change of perspective in Breaking prejudice that sprung from an insightful discovery, however one that is more dramatic. Zelda Le Garange, a wealthy, white girl who grew up in the richer part of South Africa, had a conditioned perspective on black people, completely transformed through meeting the loving Nelson Mandela. In the Book Thief, the protagonist Liesel undergoes a minor moment of insight that changes her perspective on Rosa for the better. When Liesel first met Rosa, her initial perspective was one of cynicism and distaste. When Liesel first arrives in Munich and refuses to bath Rosa calls her a â€Å"filthy pig†. This horridly evocative metaphor gives reason for the narrator, Death, to state that â€Å"Liesel was bathed in anxiety†. The metaphorical allusion to â€Å"bathing† in an emotion emphasizes that Liesel is consumed by negative emotion. As the novel progresses however, we see LieselShow MoreRelatedThe Book Thief By Markus Zusak1014 Words   |  5 PagesGerman. The Book Thief by Markus Zusak, is a story about an orphan who lives in Molching, a town where the Holocaust and the bombing occur. Throughout the novel, she steals books in order to become a better reader and writer. The city of Molching and the characters and not real, but the details of the events, se ttings, and people are accurately portrayed in the novel. Therefore, the portrayal of racism and the conditions of Jews in Nazi Germany are accurately depicted in the Book Thief. The portrayalRead MoreThe Book Thief By Markus Zusak908 Words   |  4 PagesThroughout The Book Thief, the readers are shown how the characters achieve great things through their will to survive. The readers can see from Liesel, Hans, and Max how this is done. Germany in 1934 was hard to survive due to the bombings and fear. The author, Markus Zusak, writes about the Hubermanns hiding a Jew and how they take care of each other. The theme of reaching great things while surviving becomes very clear through the setting, plot, and characters. In The Book Thief, the setting revealsRead MoreThe Book Thief By Markus Zusak1630 Words   |  7 Pagesâ€Å"I wanted to tell the book thief many things, about beauty and brutality. But what could I tell her about those things that she didn t already know? I wanted to explain that I am constantly overestimating and underestimating the human race-that rarely do I ever simply estimate it. I wanted to ask her how the same thing could be so ugly and so glorious, and its words and stories so damning and brilliant.† (Zusak 550) Markus Zusak wrote â€Å"The Book Thief† which is a historical fiction novel about aRead MoreThe Book Thief By Markus Zusak1231 Words   |  5 PagesIn The Book Thief, Markus Zusak shows different contexts with the same similar message. Zusak is revealing to the reader that words can be very powerful. The societal statement â€Å"power is knowledge† can be linked to the book by how knowledge creates power.The setting of Nazi Germany within the book burnings event, the basement with Max, and Liesel defending herself by her choice of words are all relevant to this societal statement since it demonstrates the idea of knowledge in numerous ways, and howRead MoreThe Book Thief By Markus Zusak1399 Words   |  6 Pages Throughout history, humanity has had to endure many hardships. To help cope with these misfortune human nature can be observed in the many ways it has evolved in people to help them to withstand the perils that make up a war. In Markus Zusak’s novel The Book Thief, published in 2005, Liesel Meminger must survive the struggles she faces as a result of her life being in the middle of the grips of Nazi Germany. Faced with events like the loss of all her closest loved ones, the Holocaust, discriminationRead MoreThe Book Thief By Markus Zusak1164 Words   |  5 Pagesmass genocide. So how does someone stop a powerhouse such as this? For Liesel, a small girl in Molching, stealing books is her getaway. â€Å"The Book Thief† by Markus Zusak is a unique book which puts Death into the narrator s place. And when Death becomes a storyteller, telling the story of Liesel using three colors. Red. White. Black. Death talks to readers about how Liesel steals books as a way to escape re ality and along the way learns about the horrible, tyrannical country that she calls home. ButRead MoreThe Book Thief By Markus Zusak1549 Words   |  7 Pages The Book Thief by Markus Zusak is classified as a historical fiction novel because it tells a story that takes place during a tragic period in human history. This book reminds readers of the unspeakable acts that occurred during World War II under the Nazi Regime in Germany. The book focuses on the life of a nine year old girl, Liesel Meminger, living in Germany during this period of history. Markus Zusak was significantly influenced by his parent’s stories of their personal experiences of whatRead MoreThe Book Thief By Markus Zusak1755 Words   |  8 Pagesways that thought may not be able to. They are carefully placed and shared in different ways by each and every individual. Words have powerful impacts and can majorly impact how one may think, feel, or even lead others to feel. Written by Markus Zusak, â€Å"The Book Thief† describes a story of an innocent foster girl, Liesel Meminger, who resides in Munich, Germany at one of the most troubling time periods in history, Nazi Germany. A tale narrated by the one and only Death himself, shows the perspectiveRead MoreThe Book Thief By Markus Zusak1189 Words   |  5 Pagesâ€Å"Your new home.† These are words many people never want to hear and Liesel Meminger doesn’t want to hear them either. In the historical fiction book, The Book Thief, by Markus Zusak, the main character is a young girl named Liesel Meminger. During World War 2, it’s bad enough that Liesel and her younger brother, Werner have to move to a foster home far away from everything they have ever known because their mother can’t support them alone, but when her brother dies on the way there, she has to figureRead MoreThe Book Thief by Markus Zusak789 Words   |  3 Pages Adversity is a large factor in the shaping process of one’s charact er development, but it always varies from person to person. In his novel The Book Thief, Markus Zusak integrates adversity into the lives of his characters through the political struggles during the era of World War II, to ultimately shape their personal character and identity. The development by adversity is demonstrated largely through three different characters: Liesel Meminger, Hans Hubermann, and Max Vandenberg. Liesel Meminger