Buddhism and Judaism

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Dana McGary

World Civ.

Essay 1

Buddhism and Judaism

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Buddhism and Judaism were philosophical and religious revolutions occurring between 800 and 00 B.C. in or near the original river valley civilizations. Both Buddhism and Judaism were instrumental in shaping the history of the world. However, the two are very different. Judaism is a monotheistic religion. Buddhists claim that Buddhism is neither a religion nor a philosophy. It is my opinion that Buddhism is a philosophy and also fits into Webster's Dictionaries definition of a religion. While studying both philosophies (and/or religions) I came upon some interesting contrasts and comparisons.

Buddhism originated in the fifth century B.C. in India. Some argue that India's greatest contribution to world civilization was the Buddhist tradition. Buddhism traces its origins to a single figure; Siddhartha Gautama, known as "Buddha", or "Enlightened /Awakened One." Buddhist legend has it that Gautama led a sheltered life of ease as a young married prince until he reached the age of twenty-nine. He abandoned his wife and child to seek answers to life. While practicing intense yoga meditation under a papal tree, (now known as Bodh tree or "Enlightenment Tree") Gautama moved through different levels of trance. While in this trance, he realized all of his past lives, the cycle of the existence of all beings, as well as how one people can stop the karmic outflows that cause suffering. It was at this time that Gautama became the Buddha. Buddha devoted the remainder of his last life before his "release" to teaching others his Middle Path between asceticism and indulgence. This path is the core of the Buddhist faith.

Whereas Buddhism traces its origins to India, Judaism origin can be traced to the small nation of the Israelites, or Hebrews. Like Buddhism, Judaism had great impact on world civilization.

The Israelites generated the tradition of monotheism. Monotheism is the belief in a single, all-powerful God as the sole creator, sustainer, and ruler of the universe. At the root of the monotheistic religion stands the figure Abraham. Jews, Christians, and Muslims, look to Abraham as the founder of their monotheistic faith. These are the three major religions that have stemmed from the Judaic philosophies.

After Abraham, Moses was another central figure in the Judaism belief in one God. His victory over the Canaanites at Mount Sinai resulted in the Israelites rejection of all other Gods. At Sinai, they received both God's holy Law (the Torah) and his promise of protection and guidance for as long as they kept these laws. Both Buddhism and Judaism have laws or a code of ethics their followers strive to keep. In the Judaic faith, these laws are know as the Ten Commandments that Moses received from God for the Israelites.

The first Commandment is You shall have no other Gods before me. The second Commandment is You shall make for yourself any graven image. The second Commandment states You shall not take the name of the Lord thy God in vain. The third Commandment states Remember the Sabbath Day and keep it holy. The fourth Commandment states Honor your Father and your Mother. The fifth through tenth Commandments say You shall not kill, you shall not commit adultery, you shall not steal, you shall not bear false witness against your neighbors, and you shall not covet your neighbor's house.

The Buddhist "Middle Path", which is the core of Buddhist faith and practice, begins with realizing the Four Noble Truths 1) all life is dukka, or suffering; ) the source of suffering is desiring; () the cessation of desire is the way to end suffering; (4) the path to this end is eightfold; Right Understanding, Right Thought, Right Speech, Right Action, Right Livelihood, Right Effort, Right Mindfulness, and Right Concentration. Buddha's teaching is called dharma. The central idea of dharma is that everything in the world of existence is casually linked.

In both religions and philosophies, there are rewards to be had for following the rules, codes, or laws. In Judaism some rewards are the favor of and protection from God, and the promise of rewards in another place after life. In the Buddhist theology, there are many lives to be lived until true "Enlightenment" is reached. This refers to a humanly attainable wisdom that leads to compassion and release from the suffering of life, to a place where there is no more suffering, called nirvana.

Another religion that sprung from Buddhism is the Hindu traditions, which include teachings from Buddha, the Upanishadic philosophies, and Jain. The Upanishadic and Jain religions also originated in India. The central core of the Hindu religion seems to be based on Buddhism.

In my opinion, these two major philosophical and religious revolutions have had an enormous impact on the world. They have affected what people believe about the purpose of life and how we should live our lives. A great commonality in these teachings is that we should be compassionate, wise, and "good". The world has suffered greatly from different religious values, and yet at the same time, humanity has benefited greatly from some of these values.

Despite great differences, both Buddhism and Judaism offer feelings of belonging and hope for an improved future existence. They both offer explanations as to why we are here and how we should live our lives. The greatest difference is the worship of two different central figures God and Buddha.

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Do you understand women andmen?

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DO YOU UNDERSTAND MEN AND WOMEN?

Oh god! Why you create human? More cruelty is you not only create human but also you divided human into two parts, men and women. After thousands years, we still can't understood each other. Men can't understand women, and women also can't understand men. They can't understand what they want, what they think and why they do that? I will talk more about these three statements below.

Men usually don't understand what women want and vice versa. Men usually don't understand why sending jewelry as a present to his wife or girlfriend is important. Men think it is not useful, but women think it is symbol of love and beauty. On the other hand, women usually don't understand what men want. Women can't understand why man want own a nice car. Men think own a nice car can make he become a real man. Women don't understand why men are interested in stereos, computers and high tech products. The reason is men usually interest about new stuff. Men have more curious about technology and new development than women.

Men usually don't understand what women think and versa. For example, men

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usually don't know why her wife or girlfriend gets angry. Generally speaking, women get angry almost always as a result from men. The other example, when she said ¡§no,¡¨ men don't understand is means ¡§yes¡¨ or ¡§no,¡¨ because women are very sensitive. Men can't determine what is the really means. On the other hand, women usually don't understand what men think. For instance, men usually lend money to friends, because men think good friend has trouble, men should help them. It is called male loyalty. The other instance is men usually pretend everything is good. When men have some problem or bad mood, they will pretend he is normal, because men must be tough in physically and mentally.

Men usually don't understand why women do the following. For example, women like to gossip. Women usually like to discuss movie stars relationships and gossip about their friends. The reason is women care more about women and men relationships and they like to dream. Another example is women usually like comparing each other. Like, clothes, kids, husband, and so on. This is women's human nature. On the other hand, women usually don't understand why men watch sports game on the TV all the time, like discuss politics and look hot lady on the street. Men like interesting, exciting, and various things. Men like watch sports, discuss politics and look hot lady are include three elements that are interesting, exciting and

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various, so men likes doing the acts.

To sum up, men and women usually don't understand what each other want. Men and women usually don't understand what each other think. Men and women usually don't understand why each other act the way they do. Men should care more about your wife, girlfriend and mother. Women should be makes allowance for men. I think the only time men and women can understand each other is if sun rises from the wes

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Jekyll and hyde

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Dr. Jekyll and Mr Hyde Chapter 1 The story begins with a description of Mr. Utterson, a lawyer in London. Mr. Utterson is a reserved, conservative man who does not reveal his true, vibrant personality. He tolerates the strangeness and faults of other. Early in his life, he watched as his brother fell to ruin, and it is noted that he is often the last respectable person that men who are turning to evil or ruin have to talk to. This foreshadows Uttersons involvement with upcoming evil. Mr. Utterson is friends with Richard Enfield, although the two are totally different from one another. They always took walks with each other on Sundays no matter what else they might have to do. As they walk down a lane on Sunday that would usually be crowded with merchants and children during the week, Enfield points out an old building without many windows, and only a basement door. Enfield tells a story of how, one night at about 00 am, he saw a strange, deformed man round the corner and bump into a young girl. The strange man did not stop but simply walked right over the young girl, who cried out in terror. Enfield rushed over and attended the girl along with her family. Still, the strange man carried on, so Enfield chased him down and urged him back. A doctor was called and Enfield and the doctor felt an odd hatred of the man, warning the man that they would discredit him in every way possible unless he compensated the girl. The strange man agreed to offer 100 British pounds. Enfield notes that the man is like Satan in the way he seems emotionally cold to the situation. The strange man presented a cheque signed by an important person, which they together cashed the next morning. Enfield states that he refers to the building as Black Mail House. Utterson asks Enfield if he ever asked who lived in the building, but Enfield explains that he doesnt ask questions about strange things the more it looks like Queer Street, the less I ask. The building appears lived in, and the two men carry on their walk. Enfield continues that the strange man he saw that night looked deformed, though he could explain how. Utterson assures Enfield that his story has caught his interest. The two agree never to talk about the story again. Chapter The same evening, Utterson came home. Instead of reading until sleep at midnight, he poured over the will of his friend Henry Jekyll, a doctor and very educated man. The will stated that Jekylls possessions and position should be handed over to Mr. Hyde, a friend that Utterson had never heard nor met. Utterson went to the house of Dr. Lanyon, an old school and college friend of Uttersons and Jekylls, and asked him about Hyde, but Lanyon had never heard of him. Lanyon uses several evil references when talking about Jekyll, such as devilish, and gone wrong, foreboding evil relations between Jekyll and Hyde. Utterson knows something is wrong between the two. Utterson cant sleep for the rest of the night. Utterson considers how the strange man Enfield spoke of could trample a child and care nothing for it. Utterson staked out the door of the strange building looking for the strange man, whom he also believed was Mr. Hyde. One night, he found him. He confronts him as he is about to go inside the strange door, and finds the strange man is indeed Mr. Hyde. Hyde is unpleasant, cool, defiant, and confident. Utterson convinces Hyde to show his face, and Hyde suggests Utterson should know his address, implying that he knows of Jekylls will. Utterson refers to Hyde to himself as troglodytic, meaning a primitive human being, detestable and unpleasant. Utterson decides to try and visit Jekyll at the late hour. At Jekylls home, he learns from the servants that Hyde never east dinner at Jekylls house, but is always there in the laboratory, with his own key. The servants rarely see him, but they have orders to obey him. Utterson leaves, and reflects upon his own life, what evil deeds he may be guilty of, and what bad things his friend Jekyll may have done in his life. He decides that this Hyde must be gravely evil, far worse than anything Jekyll may have ever done. Utterson decides to try and discover what evil things Hyde has done and may be doing, but fears that his friend Jekyll will object. To finish, Utterson again considers the strange will of Jekyll, specifically that it he disappears for longer than three months, that his estate should be turned over to Hyde. Utterson fears that Hyde might kill Jekyll for the will. Chapter Dr. Jekyll has a dinner party and Utterson attends. Utterson is a well liked and respected man, by Jekyll as well as anyone. Utterson stays behind after the party, and talks with Jekyll about the will. Jekyll tries at first to politely and jovially avoid the topic towards his scientific rivalry with Dr. Lanyon, but Utterson insists. Utterson explains that he thinks the will is a bad idea, and Jekyll wishes to stop talking about it. Jekyll states that he is in a unique situation that cant be fixed through talking, but Utterson promises that he can be trusted to help in confidence. Jekyll insists that he is in control, that he can be rid of Mr. Hyde at his own discretion. He begs Utterson to leave the matter alone. He explains that he has great interest in Hyde, and that Utterson follow his will and secure Jekylls estate for Hyde if Jekyll passes away. Utterson promises to fulfill this duty. Chapter 4 One of Jekylls maid servants is watching out her window on a foggy night and sees Hyde and Sir Danvers meet by chance, They talk under her window, and without warning, Hyde explodes with rage and strikes Danvers with his heavy cane. Hyde stomped upon the man, crushing his bones, while the maid faints. The maid wakes up, calls the police. They find a purse and gold watch, and an envelope for Utterson on the victim, but no papers or cards. They find part of Hydes splintered, broken cane. Utterson goes to the police station to see the body. Utterson identifies the victim as Danvers, and notices that the piece of cane resembles one he gave to Jekyll a long time ago. Utterson leads the police to Hydes house in Soho. As they arrive at Hydes house, Utterson notices the darkness from the brown fog, and considers the fear people must have of the law and the police. At Hydes, an very white skinned woman with grey hair and an evil face tells them she hadnt seen Hyde for months. At first the woman protests, but she seems happy to learn that Hyde might be in trouble. In the house, Utterson and the police inspector find that only a few rooms are being used. They find clues to show that Hyde was responsible for the murder Hydes clothes had been ransacked, a burnt cheque book, the other part of the cane, and at the bank, Hydes account had several thousand pounds (British money) in it. The inspector believed that they could simply catch him when he returned to the bank, but found that without an accurate description of Hyde, they could not prepare the bank to recognize Hyde when he came in again. Chapter 5 Utterson goes to Jekylls house, and up to his cabinet (bedroom), where he finds Jekyll sick, not even getting up to say hello. Utterson tells Jekyll that Danvers was a client of his and asks if Jekyll is hiding Hyde. Jekyll declares that Hyde is safe, and Utterson finds it strange that Jekyll can be so sure. Jekyll gives Utterson a letter written by Hyde where he apologizes to Jekyll for causing so much trouble, although Jekyll is afraid that the letter might harm his own reputation. Utterson finds this a selfish consideration. Utterson believes that Hyde told Jekyll how to make his will, and tells Jekyll that he is lucky because Hyde was going to kill him. Jekyll is upset and says only, Oh what a lesson I have learned!. Jekyll tells Utterson that the letter came to him by delivery, not through the mail, but as Utterson leaves, he asks the servant, who tells him that no letters came by delivery... That night, Utterson has his assistant, Mr. Guest, over to look at the letter, so that he might hear his thoughts on the matter. Guest notices that Hydes handwriting is the same as Jekylls, except slanted differently. Utterson cannot imaging why Jekyll would forge Hydes letter for him. Chapter 6 The polices investigation into Hydes background showed that he had a violent reputation. In the meantime, Jekyll seemed better than ever in his life. On January 6th, Jekyll had a dinner party, and Utterson and Lanyon went. However, after that date, Jekyll refused to allow any visitors. Utterson decides to visit Lanyon, but finds that Lanyon seems deathly sick, and wont discuss why except that he has had a shock. He seems that he has been terrified, and begs not to be reminded of Jekyll. Utterson goes home and writes a complaint to Jekyll about not taking visitors, and about Lanyon. The next day, Jekyll replies that he is sorry and doesnt blame Lanyon for not wishing to ever hear of Jekyll again, but doesnt say why. Jekyll asks Utterson to let me be alone to suffer for a great evil deed that he has committed. Utterson feels that there must be some very serious explanation for the strange behavior of both Lanyon and Jekyll. A week later Utterson receives a letter from Lanyon. Inside is another letter marked that it shouldnt be opened until the time that Jekyll disappears. Utterson is tempted to open it, but honors the order on the envelope not to open it yet. Utterson checked in with Poole, Jekylls servant, who said that Jekyll stayed in his room, laid awake, did not read and was miserable. Utterson tried to visit less and less. Chapter 7 On a walk with Richard Enfield again, he and Utterson resolve never to see Hyde again. Enfield tells that he now knows that the building Hyde entered that night long ago was Jekylls house. As they strolled by Jekylls house, they saw him in a window. Utterson urges him to come for a walk, but Jekyll refuses. They agree to talk while Jekyll sits at the window. Suddenly, a look of terror comes over Jekylls face, and the window blind is shut in front of him, hiding him from the sight of Utterson and Enfield. Frightened, the two men look at each other. God forgive us! cries out Utterson, and the two men walk on. Chapter 8 Poole comes to Uttersons house in a panic, saying that Jekyll is locked up in his room again. Poole fears that Jekyll has been murdered and that the killer is still in his room, pacing back and forth and moaning and crying out. Utterson agrees to go to Jekylls house with Poole. When they arrive, they find all the house servants crowded around the fireplace in fear of what goes up in Jekylls room. Poole tells Utterson that he wants him to hear what is going on in Jekylls room. They proceed, and Poole calls out to his master, saying that Utterson is there to visit. A voice answers that is certainly Jekyll, pleading for Utterson to leave him alone. Poole reports that the person in the room tosses out papers with orders for chemicals from every company in London, but with every delivery, Jekyll/Hyde refuses them and sends them back claiming they are not pure. They examine the notes, and find that the writing is Jekylls, but with a strange slant like Hydes. Poole mentions that he saw the person in the room at one point, but it looked like Hyde, not Jekyll Poole and Utterson decide to break down the door and find out what has happened in Jekylls room, using an axe. They post two other servants near the door to prevent Jekyll/Hyde from escaping should he get past Utterson and Poole. Utterson and Poole consider that they face some danger in doing this. While they wait for the other servants to get into position, they sit in the old surgery theatre, where Poole describes how Jekyll/Hyde paces back and forth across the floor and sometimes cries out. After the servants are ready, Utterson warns Jekyll that he is coming in, and the voice begs him not to. They burst in and find Hyde twitching and dying on the floor. They look around and find various articles, but no sign of Jekylls body. They find chemicals, a book, a cheval-glass, and a strange drug. They search the house, and still do not find the body. Utterson finds Jekylls latest will and learns that it leaves his estate to Utterson, not Hyde. Utterson finds this strange because Hyde was in the room and cold have destroyed this will in favor of the one that names him the recipient of the will. Utterson finds a note written in Jekylls handwriting, and is afraid to read it. In it Jekyll says that he has disappeared, that Utterson should read the letter Lanyon sent, and also Jekylls own confession which is included with this note. Utterson returns to his office where he will read the two important documents. Chapter - Lanyons Narrative On January th, Lanyon receives a letter from Jekyll. It tells Lanyon that this is a matter of life and death. Lanyon is to go to Jekylls house, and The door of my cabinet is then to be forced; and you are to go in alone; to open the glazed press (letter E) on the left hand, breaking the lock if it be shut; and to draw out, with all its contents as the stand, the fourth drawer from the top or (which is the same thing) the third from the bottom. This is to get Jekylls drug. Then, Lanyon is to return to his own homes consulting room, and wait for a visitor at midnight from Jekyll. Lanyon does this and finds the drug that Jekyll must have made because it is not as neatly done as a chemist would do. He returns to his home and waits for the visitor, keeping a gun with him (revolver) should he need to defend himself. At midnight, Hyde shows up, and is very excited to get the drug, almost crazy, but he stays calm enough. Once Lanyon gives it to him, a scary smile comes over Hydes face. He tells Lanyon that Lanyon was a fool, and that he would now see proof of transcendental medicine. He drinks the drug and changes into Jekyll in a terrifying way that haunts Lanyon for the rest of his few days until he dies. Lanyon ends his letter by saying that he cannot tell what Jekyll told him because it is too terrible, other than that Jekyll and Hyde are the same person.

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The Burning of Knowledge

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The Burning of Knowledge

The story, Fahrenheit 451, by Ray Bradbury was a well developed novel. This novel takes place during the future in Elm City where all houses are fireproof, people drive jet cars, and firefighters burn books. The word phoenix had symbolized immorality. In this novel, the peoples' only hope was that the phoenix would be burned out and be reborn again. The myth of the phoenix gave optimism to the life of Montag, to the books, and to the world of Fahrenheit 451. The world was now dying and nobody seemed to care. The government had brainwashed the people. It was a situation where not only the brave but the ones who can think for themselves could help break the government's control. In the duration of the story, Montag tries to show that books are important and we all have equal rights.

The life that Montag had was a bumpy road. He thought he had a great life because he enjoyed his job. Soon Montag discovered that he was not happy at all and that his life was nothing. He never really understood why. His wife Mildred did not love him at all, and his only friend was Clarisse, which died in a car accident. He then thought maybe it was because his wife pulled the fire alarm on him, but really it was he who did not love her at all. "It's strange, I don't miss her at all (155)." Montag was uncertain about his marriage because marriage was suppose to be bonded with love, but with his marriage, love was nowhere to be found. His life had died when his wife Mildred pulled the alarm and had told the firemen that Montag had books. The books were like candy to Montag. He did not know why he liked them, but he always wanted more. Soon after, Captain Beatty forced Montag to burn his own house. His soul had died soon after, but then resurrected. His life which was supposed to be happy was burning right in front of his eyes. It was ironic that Montag was a fireman himself but like the phoenix, Montag rose from his own ashes. Montag was now reborn because he knew his life was wrong and the world was wrong as well. He did not know why it was wrong but he knew that he had to do something about it. He started that by burning Captain Beatty into "a charred wax doll (11)." Montag now had the feeling of hope. He now had broken the control of the government and was using the books as his aid.

In the real world, people were always talking about how people wasted paper, which means wasting trees, but in the world of Fahrenheit 451, every tree that had been cut down were used for books but now were being burned away. To the people of Fahrenheit 451, "books show the pores the face of life (8)." The people were scared and uncertain about books, so society decided to hire firemen to burn the books. Although most people were scared of books, the books acted like their own phoenix by giving people some hope. Such as Montag and Faber. If it wasn't for the law of prohibiting books, Montag might have never seen the light, and if it wasn't for the women who was burned with the books, Montag might have seen what the book actually meant to people.. Therefore, the books themselves had been reborn. Books were made to be read, but even without reading, Montag was able to see what they meant to society.

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The world of Fahrenheit 451 was quite different from the world now. Instead of people fighting for equal rights, people were already equal. Equal is everything from physical abilities to mental abilities. No problem right? But one constant problem was everyone were always trying to commit suicide. They tried to attempt this because living in the world of Fahrenheit 451 was like hell. Nobody was allowed to express their ideas, think, or even enjoy life. It seemed the world had no hope in changing. The government thought that they had destroyed the main force against them. But the people themselves were optimistic about living a better world, and now had formed an alliance to help restore the world. Montag was one of them. He and many others believed a new world with individuality. All of a sudden, the phoenix symbolized the suicides, books, and hope. If it weren't for those three things, Fahrenheit 451 would still be living in a nightmare. They would live in a world where they would be living a life that was controlled by someone. Like the old saying goes, "out with the old and in with the new" really fitted as the motto for the world of Fahrenheit 451. Many people were dying because they just wanted to escape from the world, but some believed that if they die, a new world will be born with individuality, hoping this time, the world would not fly to close to the sun.

Hope was a word many people used to help them succeed in something. As for the people in Fahrenheit 451, the word phoenix was the driving force that would help them fly over the fire. This was a world which many people hoped to live in because in this world nothing happened and that was the problem. It was a world where being equal had a price, a price which many people would never want, their individuality. The government tried their hardest to control the people, but it was a myth that came and helped guided them through the way. A myth that came from books, that were not being burned. It was a myth which people were not allowed to read about, but at the end, the myth over came all obstacles and now had brightened the sun for many. This event had help proving that not everyone could ever be equal, because there would always be people who would write the other way.

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Comparison/Contrast essay

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When most people think of a hero, they often visualize a sports figure. While this fulfills the idea that a hero is a person who embodies the most important attributes of a culture, often people fail to take into account the price young athletes pay for this temporal fame. John Updike and A. E. Housman explore the ideas of fame, failure, and fate in their poetry; their two poems "Ex Basketball Player" and "To An Athlete Dying Young" share a common theme; however, they diverge when considering their tone.

The theme of both poems centers around the idea that athletic fame is important but fleeting and short-lived. In "Ex Basketball Player" the narrator says that Flick "bucketed three hundred ninety points/A county record still." These lines establish Flick as a local hero who has brought fame to his town. The unnamed athlete in "To An Athlete Dying Young" is said to have "won [his] town the race" and the townspeople "chaired [him] through the marketplace." Like Flick, he was a local hero who brought renown to his village. The moments of fame are intense for the heroes and make them immortal in the lore of their respective towns.

This fame, however, does not last as an athlete grows older or dies. In "Ex Basketball Player" Flick either never succeeds in a career in sports or never pursues it after high school; content instead to work at a gas station. "He never learned a trade, he just sells gas." Flick's life peaked in high school; he cannot aspire to anything greater. His fame has faded, and he is now reduced to being an athletic has-been. The athlete in Housman's poem does not live to realize his potential as a runnerdying before his name is forgotten, "eyes the shady night has shut/Cannot see the record cut." Both heroes fail to become the superstars their early careers promised.

Updike and Housman use different tones in expressing the feeling of the two poems. The speaker in Updike's poem is objective and detached as he describes Flick's fate. "Flick seldom says a word to Mae, just nods/Beyond her face toward bright applauding tiers/Of Necco Wafers, Nibs, and Juju Beads." No judgment is given about Flick's life. The speaker's description of Flick's diminished life lets the reader know that even though Flick is no longer a star; he is a survivor who has adjusted to his limited fame. On the other hand, Housman's tone in "To An Athlete Dying Young" is pessimistic and bitter about the unfairness of life. "Smart lad, to slip betimes away/From fields where glory does not stay." Here, the speaker infers that all athletic effort is in vain and that any record set by an athlete is destined to be surpassed sooner or later.

Both "Ex Basketball Player" and "To An Athlete Dying Young" contain the bittersweet theme that athletic honors fade. Yet the tone of each poem adjusts to the circumstances which caused the honors to fade lack of determination for Flick and death for the runner. Both poems celebrate and mourn the intervention of fate in the life of each of these unfortunate players.

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How might a luxury cosmetic manufacturer of a new range of perfume use a decision process approach to better understand how consumers purchase the product?

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How might a luxury cosmetic manufacturer of a new range of perfume use a decision process approach to better understand how consumers purchase the product?

Introduction

Selecting perfume is a rather prejudiced process. Given that a brand and its image are highly respected internationally, the acquisition for its newly launched perfume depends upon an individuals preference of scent. Waiting for consumers to approach, test and smell, be satisfied and pay for it is neither desirable nor affordable. A marketer certainly has some more to do. The following paragraphs illustrate how a marketer of a luxury cosmetic, from defining his target customers to understanding their consumption decision-making patterns, develop and implement a rewarding marketing strategy.

Assumption

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Assumptions are made on a luxury cosmetic brand and its new range of perfume targeting a new segment in Hong Kong market. Estee Launder, having historically represented an impeccable quality taste and style, shares its expensive and elegant image with its consumers who are mature, feminine and attractive. A new range of perfume, namely, White Linen, and its extended product line of Body Crème and Bath and Shower Gel is to be launched. The target customers are, unlike its usual ones, young and adaptive office ladies. As such, a separate advertising and marketing strategy is adopted. Being a marketer promoting the captioned product range, it requires him to appreciate how people make their purchase and consumption decisions. A Consumer Decision Process (CDP) model (also known as EBM model) (Blackwell, Miniard & Engel, 000) is employed to ensure the efforts of marketing strategy will not be wasted.

Understanding the product

The acquisition for perfume is based on selective need recognition as it is usually regarded as a non-necessity item comprising differentiated brands in the market. The Estee Launder's White Linen enjoys its strong brand equity as well as well established sales channels. It is considered as a high-involvement product because it gives benefits to those who are conscious about their self-images. Estee Launder has created this feminine scent, which possesses a blend of lily, rose, jasmine and Indian tuberose, epitomizes the woman who is calm, smart and charming. The White Linen is recommended for office wear and its price is set on the high side, making it an integral part of the expensive Estee Lauder.

Understanding the customers

As suggested by Kolter and Armstrong, marketing nowadays stresses on consumer care (Kotler & Armstrong, 1). To understand why and how women choose perfume is vital. Selecting a suitable perfume includes seeing, smelling as well as testing. A preferred choice is made according to an individual's personality, characteristics and her mood state. A successful perfume advertising campaign will attract woman's attention by the design of advertisement, its message delivered and the perception of the association. The selection of perfume is intuitive, personal but prejudiced. Young, dynamic and adaptive office ladies, who perceive themselves as confident and assertive professionals, are the target customers for the White Linen range.

Understanding Consumer Decision Making Process

The marketer focuses on the seven stages of the EBM model to see how various factors can influence each stage of consumers?decision.

1st stage Need Recognition

Marketers cannot create needs, but activate their consumers?awareness of their needs (Blackwell, Miniard & Engel, 000). The marketer discovers that the popularity of some luxury items such as LV handbag, Burberry scarf, Ferragamo shoes are rapidly dominated as office ladies?"uniform?in the commercial areas. These items, being affordable, relate them to a higher social status image, giving them the benefits of confidence as well as vainglory. By adopting the similar philosophy, the marketer, in order to activate the consumers?need recognition, create the White Linen product image as a synergy between energy and calm, independent and attractive, appealing to young office ladies who strike hard to earn a bright career future. The marketer subtly influences consumers how they perceive their actual state to experience greater need recognition for Estee Lauder's White Linen. This includes the selection of a convincing product spokesperson. In the Hong Kong market, Miss Flora Chan would be a perfect choice. A -year old celebrity, Miss Chan has successfully established a look-of-today professional image. Her ingratiating roles playing as barrister, doctor and successful business woman in the TV series are mostly agreed by her audiences. The marketer emphasizes on the association of Miss Chan's the-look-of-today image with the White Linen so as to stimulate the consumers desire for acquiring the product.

nd stage Information Search

The marketer understands that if the efforts made in the Need Recognition stage reciprocate, the potential consumers will begin search internally and externally. Estee Launder, renowned for its cosmetic products, is a top tier brand recognized internationally on its good quality and product images. The existing consumers will be assured of the White Linen's quality by retrieving their knowledge from their memory. For those consumers who are not knowledgeable on cosmetic brands may wish to proceed with external search on decision-relevant information.

The marketer understands that promotional efforts should be focused on areas most likely to be searched by target consumers. The prestigious brand name of Estee Lauder is not a question to ask. White Linen, however, being a personal and prejudiced choice of commodity, will not be acquired unless there is a trial on its scent. The marketer realizes that the potential customers tend to be curious to learn the White Linens scent, a trial sample will be provided with its printed advertisement placing on some popular female magazines such as Elle, Vogue, Jessica and Marie Clarie. This will provide the potential customers a chance to feel the fragnance. The marketer however notices that, price, especially on the high side, often serves as a barrier for further consideration - is also advertised, some potential customers tend to become passer-bys. However, if the seeing-smelling-testing selection experience can be exposed to the potential customers prior to the mentioning of its price, there is a greater chance of making the deal. From understanding what information the consumers tend to search, the marketer highlights the benefits that White Linen can provide i.e. projecting a confident and better self-image.

rd stage Pre-Purchase Evaluation

The marketer alerts that the upper-end perfume market is dominated by a few major cosmetic players and some famous fashion brands which diversified into developing cosmetic and fragnance products under their own brands. It increases the competitiveness within the captioned market. Nevertheless, perfume wearing is subject to the mood state, occasion as well as seasons, it is not unusual that a female has her three to six different brands and different scent perfume in her bathroom.

The marketer realizes that there are a number of alternatives available in the market, yet the consumers would find impossible to consider all of them. Rather, liked alternatives may be considered and compared. Consumers extremely loyal to Estee Lauder will have this particular brand in their consideration. The less knowledgeable consumers can, however, be affected by the retail environment. By adopting the image advertising approach, printed advertisements should be carefully designed so as to stay in line with the product image.

4th stage Purchase

White Linen remains in its well-established counters in some exclusively selected department stores such as Lane Crawford, Seibu and Wing On. There is a consumers tendency to match one self-image with that of the store. The marketer assumes its consumers will enjoy a peaceful, quiet and free atmosphere to purchase. The location of the above-mentioned department stores will provide them an opportunity to feel the store ambience. The marketer encourages the potential customers to proceed with their purchase decision by offering some enticing free gifts and samples packs. Different package sizes provide the benefit of easy selection. Women (users) who buy perfume for themselves may wish to buy a larger bottle for daily wear purpose; men (buyer) buy perfumes for their beloved may wish to buy a small but romantic bottle with elegant and festive packing for gift giving on special occasions. The retail/counters offer EPS and generally acceptable credit cards to ease the payment methods.

Having defined the targeted segment and having understood their lifestyles, the marketer expects that the Estee Lauder's sales personnel should possess good products and customer knowledge. Providing additional information and realistic expectation about perfume choice will add credits on their trust-worthiness. Chances can be made on teaching the consumers how much to apply and where to apply White Linen to feel the unintended and unique feminine scent. The marketer believes such efforts will enhance the product image and win loyalty. Sales personnel sometimes meet consumers, who fall within the target consumer category, intend to buy other cosmetic product. By a polite asking and a friendly explaining, the sales personnel simply refresh the consumers memory of the White Linen image. A reasonably adequate of sales assistance provided is considered appropriate. A fussy, over-enthusiastic salesperson may spoil the image of this high-end cosmetic product.

5th stage Consumption

As suggested earlier, White Linen is recommended for office wear. The marketer knows that the frequency of wearing White Linen is high. In considering the busy working lifestyle of the consumers, the marketer suggests that a package size of 15ml Eau de Parfum Spray be included so that the consumers can place them in their handbags for convenient use. It is also understood that generally the consumers wear the perfume in the morning, before going to work. A second chance to wear the perfume may be midday for enhancing purpose.

The marketer is aware that girls happen to be embarrassed by double-wearing, same-occasion situations. By adopting the leading perfume tester Mr. Ernest Beauxs philosophy - "A woman must smell like a woman, and not like a rose? to educate the consumers that the same perfume applying to different individuals may result different and unique feminine scents. This will reinforce the consumers beliefs in the product and its benefits during the consumption process.

6th stage Post-Consumption Evaluation

The marketer believes that consumers will experience anxieties about their purchase decision if the price is high. The marketer reiterates the consumers right choice by some follow up sales efforts like keeping them posted of the latest product range and giving away samples. A more gratifying effort is the retaining adamant of the price - no drastic price reduction should happen in the White Linen series. The otherwise effect may include the consumers blacklisting Estee Lauders products in future.

7th stage Divestments

The marketer appreciates that marketing process continues until the disposal stage. The disposal decisions may affect the purchase decisions because disposal also means acquisition for replacement. The marketer finds that it is interesting to note that some consumers tend not to finish the whole bottle but acquire a replacement, while some other consumers tend to collect perfume bottles. Considerations can be given to a special bottle design. An empty but elegant perfume bottle reminds the consumers of Estee Lauders White Linen.

Conclusion

In understanding the consumer behaviour as well as their purchase decision process, the marketer all the possible efforts to fulfil their consumption needs. The efforts are summarized as in the following To activate the consumers need recognition by making aware of the discrepancy exists between the actual state and the desired image; to implement right promotional efforts based on the areas consumers tend to search; to enhance retail/counter image for the less knowledgeable consumers; to train the sales personnel to represent the brand and the product image; to design the package and size in a way to suit the pattern and frequency of consumption; to eliminate the chance of cognitive dissonance by public relations; and to have an exquisite design of the perfume bottle will reminding repeat purchase.

Bibliography

Blackwell R., Miniard P. & Engel J., Consumer Behaviour, th ed., Dryden

Kotler P. & Armstrong G. 1, Principles of Marketing, 8th ed., Prentice-Hall, New Jersey

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Checks!

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I woke up in a very strange place, one I don't recognize. I was in a long white gown, and I had no shoes on. The room I was in was very plain, and had only a bed. It looked like a hospital, and I had no idea why I would be there, so I figured it was a dream. I went back to my bed and went back to sleep. The next thing I heard was

"Checks," the lady called, "Time to wake up Corena".

"Checks?" I replied. "What are checks and why am I in this place?"

"Don't be silly," the lady told me. "You came in her last night, you don't remember?"

"No...." I responded.

I took a moment right then to think about why I was here. All I could remember was being at a party and having a great time. But then I remember my boyfriend Josh coming, and we had a fight. I thought I had just gone home after?

I looked down at my body and searched for any bruises any anything that might bring to a conclusion for why I am here. There was a bandage around my wrist. I didn't try to kill myself did I? This can't be happening! I couldn't remember how I did this, I must have been really drunk.

"Corena, its time to get up!" The lady said quite firmly. "Its time to come out for breakfast and take your meds."

Meds? Does that mean medications? I am not a crazy person!

I got up from my bed, and slowly walked over to the door, still confused about the whole ordeal. The lady introduced herself to me,

"Hi, my name is Joanne, and I will be your nurse for today, and the majority of your stay here at Sick Kids," she told me.

"All right," I answered. "But wait, my stay? How long will I be here for?"

"That all depends on you Corena," Joanne said. "But usually kids stay here for around a month."

A MONTH! I cannot stay here for a month! What will my friends think? What will Josh think? This cant be happening to me.

"Corena...Corena...Corena!" Joanne yelled.

"Yes, sorry Miss....I um....I was just day dreaming I guess," I answered. I was really out of it, they must have given me some medications when I came in. I feel really dazed, and unaware of things.

I was at the breakfast table, sitting with about 7 other girls, and other boys. I looked around at everyone, and noticed that this wasn't a very happy place. The girl sitting beside me was breaking apart her food into very small pieces and eating them very slowly. She also was trying to hide some of it in here clothing. I guessed that she was Anorexic right away. I thought it was very sad to see this. The boy on the other side of me was not eating anything, instead he was rearranging the food on his tray into very specific piles, which was quite odd to me. I noticed a lot of strange things that people were doing in here, and it made me feel somewhat uncomfortable. So I stood up, and started to walk away, back to my room.

"Corena!" One of the nurses called. "You must sit here until we are all done. If your not hungry, than here are your meds, you can go get a glass of water."

"Um, that's okay, I don't need any meds, I just feel like sleeping right now," I replied.

"I'm sorry Corena, but you must take these meds, they are doctors orders," she explained. "And going back to bed is not an option dear."

I guess I really had nothing to say after that, so I just sat back down. Joanne came over to where I was sitting, and gave me a little cup with different capsules in it. I stared at the cup for awhile, and finally took the medication out of the cup into my hand.

"Don't take it!" Yelled one of the patients. "Its gonna kill you!"

"What?" I replied with hesitation.

"Corena, these meds are simply to relax you and make you feel better." She replied. "Adam has a fear of pills, that's all".

I took all of the pills, and Joanne asked me to look into my mouth after. I guess they have to monitor everyone to see if they actually swallow them.

After breakfast we all went to the recreation area, where there was a TV, a Play Station, a computer, and lots of arts and crafts. At the back of the room, there were 5 very large windows that viewed the whole interior of the hospital. I went over and looked down at all the commotion.

That's when it hit me that I was actually admitted in a hospital. I have to get out of here, this is not where I belong! At that point at left the recreation area, and went back to my room, which was not allowed at this time, but I had to leave this skitso ward. I got to my room, and before you knew it, Joanne was in my room too.

"Don't you get any privacy around here! Geeez, I left for minutes and you are already chasing me. I am not a screw up, its a mistake that I am even here! I'm leaving right now, and you cannot stop me Joanne." I yelled, with about the most rage I have ever used.

"I know your upset Corena, but this is a safe place. And this is where your going to be for the next month or two. You and your parents signed you in here last night, so you are under our care now. I'm sorry dear. Now come with me, you have Group Therapy now.

"Group Therapy?" I replied. "You MUST be joking me right?

And if things couldn't get any worse, she was not joking. I had to sit in a room with all the kids, and have a Group Therapy class. I didn't speak the whole time. Instead I just sat there listening to the Therapist ask questions to everyone. Then she got to me. It was my first session, and she already knew all about me it seemed. How does everyone all of a sudden think they now your life story when I have been in here for under 1 hours. This is insane.

"Corena, you don't have to feel uncomfortable here, this is a safe haven. Nobody will judge you." The Therapist told me.

"Well, I just don't think its anyone's business to why I am here. And nobody should be forced to talk if they don't want to."

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