Dutch genre

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The seventeenth century saw several changes in painting styles in Holland. One of the most significant was the emergence of the Dutch Genre, a style that depicted domestic scenes. This return to realism, some think, was brought about by the predominately Protestant culture. However, since Catholic Dutch artists such as Vermeer also contributed to this genre we must assume that the trend towards realism was more national than sectarian . Many painters rejected the fantastical and the supernatural choosing to paint the everyday instead. Both the "Woman Holding a Balance" by Johannes Vermeer and "A Mother lacing her bodice beside a cradle" by Pieter de Hooch construct a particular notion of femininity created by the use of women in domestic scenes.

Another major development in the painting world was the development of an art market. This can be contributed to the fact that the Dutch, being Protestant, did not have highly decorated churches and had little need for religious images. However, a large number of Dutch families were well off and were willing to purchase paintings to decorate their homes. This is the first time in history that artist were producing paintings not just on commission but for a general market. It is possible to assume that both Vermeer and De Hooch would have painted paintings for the purpose of selling them to the general public, not just for commission.

Because of the use of religious images in churches was no longer practiced, Dutch artists starting placing values normally found in religious images into their "natural" paintings. Because the paintings were based on reality and the values that they portrayed were well known to the viewer this new way of portraying religious images made them more assessable to the viewer. Dutch painters sometimes used symbolism to portray these values to the viewer. In some paintings, pictures on the walls in paintings would relate to the value. This is the case in Vermeer's "woman holding a balance". Other times the picture as a whole was represented the value like in "a woman lacing up her bodice beside a cradle" by De Hooch.

"Woman holding a balance" by Johannes Vermeer, painted around 166-64 is a good example of a Dutch Genre painting. This painting shows a woman standing in front of a table, holding a balance. The white and blue of woman's dress contrasts the black of the painting behind her. On the table are several boxes, from which jewelry and pearls spill out. It was once thought that the balances held either gold or pearls. This resulted in the painting being known as "a woman weighing gold" or "a woman weighting pearls". However, upon closer examination it was proven that the balances were indeed empty. The paint used to paint the balances was different than the paint used to paint the gold, and the technique used to paint the pearls differed from the technique used on the balances. The woman does not look at the viewer; instead she looks down at her balance. The light coming from the window above her lights her face. Above the table there near the light source and facing the woman there hangs a mirror.

Vermeer uses light to divide the room diagonally into two triangles, one of light and one of dark. The viewer's attention is focused on the center of the painting, that is, the woman's hand that is holding the balance . Vermeer does this however, without distracting the viewer too much from the woman's overall appreance . Behind the woman, facing the viewer, is a painting of the "Last Judgement". The woman is aligned so that her head falls in the middle of the painting, over the traditional position of St. Michael . Christ is pictured with arms upheld, with the righteous on his left side and the sinners on his right.

Another interesting detail in this painting is Vermeer's expressive use of light. Vermeer's painting posses the quality of seeming to contain more light than the actual light sources in that painting allow for. Light was a significant metaphor in the art world as a symbol of divine light. Light was also meant to symbolize the disclosure of truth. Vermeer intended for every detail in this painting to be significant . This image is described as having a "timeless grandeur, balance and serenity despite the everyday theme .

Most interpretations of this painting focus on the act of weighing and judgement. The items before the woman are elements that belong in and are valued in the temporal world . These objects are in a sense, temptations toward material glory . The image of Christ reminds the viewer that though the woman's judgments are temporal, Christ's judgement is eternal. The upward gesture of Christ's arms mirrors the opposing direction of the balance that the woman holds . It has been suggested that Vermeer is trying to convey a message that the viewer should try to lead a life of temperance and balanced judgement . The mirror on the wall reflects the woman's search for self-knowledge . There has also been some speculation over whether the woman pictured is pregnant or if it is just the style of dress. If Vermeer had intended to woman to be with child the interpretation of the painting varies slightly. It has been suggested the intended meaning of the painting would once again focus on the balance but this time the focus would be on the fate of the woman's unborn child. However, because it can not be proven that the woman is pregnant most often it is assumed that she is not. It was also once suggested that this painting was a Vanitas image that Vermeer wanted to viewer to reflect upon the material treasures that were to be weighed compared to the weighing of souls on Judgement Day . However, this idea has been increasingly rejected over the years, especially after the discovery of the empty balances . The new idea that has emerged is that this image has illusions to the virtues of honesty, justice, temperance and moderation .

The image intitled "A mother lacing her bodice beside a cradle" by Pieter de Hooch was painted around 1661-166. This is another classic example of Dutch Genre painting. De Hooch, unlike Vermeer, did not confine himself to painting only interior spaces but also painted courtyards. This painting shows a bedroom scene, a mother sits beside her baby's cradle, lacing up her bodice. The viewer is lead to assume that she has just finished breastfeeding her child. There is a smile on the mother's face as she gazes at the wicker cradle. A brass bed warmer hangs beside the bed and on the wall a red clock or skirt hangs on a peg. In the room there is an enclosed bed, covered by a striped curtain . This bed was the typical style found in Dutch houses around this time. De Hooch uses the practice of doorkijkje in this painting. That is, of opening the vista from one room to another, and there again from there to the street . In this painting, the viewer can see into the front hallway, where a young child stands silhouetted near an opened half-door leading out to the street. A dog stands by the mother's feet. In the corner of the room a candle and jug stand on a cloth-covered table. Several pictures hang on the wall but De hooch does not show any of them in detail.

Both "Woman holding a balance" and "A mother lacing her bodice beside a cradle" were painted in Deft. However, these two paintings were painted in the same town around the same time have completely different styles. Vermeer is known for his use of light and use of symbolism. In the "Woman holding a balance" he makes use of both of these techniques. Although the painting seems simple enough, when examined closely it proves to carry several meanings. De Hooch's painting seems to have more detail in it, but it doesn't have the second meaning.

Holland in the seventeenth century was an independent nation, with control over her own politics and religion. In a time where politics and religion went hand in hand it in no small wonder that the Protestant church had such a large influence over the country. Seventeenth century Dutch culture was 'governed' by Protestant morality. Cleanliness was next to godliness and Dutch cities were known for their spotless houses and streets. This obsession with cleanliness may have been related to patriotism to one's country. If one remained vigilant against germs and dirt, one was metaphorically also remaining villiagant against the unclean and heathen invaders on one's homeland .

The management of the household was the woman's job; this domestic role was proof of her power in society . It was also expected that the female with her weaker body was more suited to the home. Good Dutch women were also expected to be virtuous. The commonwealth, Dutch moralists seemed to insist, stood or fell by the virtue of their women . Jacob Cats encouraged aspiring brides to have the "spirit of Sarah, the virtue of Ruth and the humility of Abigail" . It is not surprising that many women failed to meet this ideal imposed by a male dominated society. This was not unlike any other European country of this time. However, with the importance placed on the family home by the Dutch Protestant church, this stereotype of the virtuous wife worked within Dutch culture with a particular intensity.

Most often in Dutch paintings of this era it is the mother, not the father, that is portrayed as the protectors of the household. Both Vermeer and De Hooch use women in their portrayals of domestic life. Vermeer is known for his extensive use of women models in his paintings. In the social context of the time it would have been more natural to view a woman, rather than a man, in a domestic setting. However, men were pictured in Genre paintings, most often in scenes of taverns or as soldiers. Vermeer often portrayed women looking away or down from the viewer. In the rare case that he painted a woman actually looking at the viewer she seems to look through, not at, the viewer . This reluctance of Vermeer's models to look out at the viewer may stem from the artist's wish to portray a virtuous woman, similar to ones found in 15-century portraits. In portraying a female both Vermeer and De Hooch are emphasizing the social values of the time. Not only are they reinforcing the importance of the household by portraying a clean and orderly home, they were also emphasizing the social norm of the time where the woman's place was in the home.

Women in seventeenth century Holland were observed by Joseph Shaw to be more moral and happier than English women were. He attributed this to the fact that women were better provided for by the laws in their country; "so that they are not forced to trust their wits, nor put on those pitiful shifts to jilt mankind and bubble their husband for money ". It is true that compared to other seventeenth century European countries women did enjoy a fair amount of freedom and legal right. Some widows were even allowed to inherit their late husband's estate .

Vermeer and De Hooch's styles of painting varied, as did their choice of subject matter. Vermeer is known for his use of light to emphasize a scene. He was also known for his use of symbolism to portray a subject.

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Canada's Limitless Natural Treasures, Reaching their Limit

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Canada's Limitless Natural Treasures,

Reaching Their Limit

Canada is big and beautiful. This large country has a small human population to reap its many resources. "Its wilderness is renowned for its volume and species richnessthe country is home to over 70,000 species of plants and animals." (Cousteau, np) Many of these are either threatened or endangered. The main difficulty being faced is the struggle between the resource extraction industry and environmental protection efforts. "Hydroelectric development, mining, logging, oil exploration, fishing, seal huntingin recent years these and other sectors of the economy have been embroiled in controversy as Canada's educated, prosperous population wrestles with the costs of economic growth." (Cousteau, np)

Wildlife is being affected in every part of the country land, water, and air. The least noticeable place reaping the ramifications of human carelessness and waste is in the vast open air above our heads. People rarely see direct physical consequences acting on the atmosphere and creatures of the air. Many governments and researchers know full well what's happening, but few do anything about it. Canada's 4 bird sanctuaries are being crowded out by exotic species. Populations are also falling due to poaching, chemically caused climate changes, and toxic pollutants. (Canada's Wildlife Suffering, np) [Loggers have cut down over 44% of the Monarch Butterfly's habitat], (Downs, 6-7) and left [the endangered Northern Spotted Owl even worse off with only 0 breeding pair left.] (Cousteau, np) Perhaps the direst consequence to affect Canada's sky is the concentration of airborne toxins. [Some of these include PCBs or Poly Chloro-Benzines, DDT, and mercury.] (Leahy, np) These chemicals are spread through a process known as the "Polar Sunrise Effect". Though the specifics of how the process works have not been proven, theories relate it to the time "when the sun returns to the top of the world in the spring". [Eventually, high concentrations of harmful chemicals move up the food chain to marine mammals and birds.] (Leahy, np)

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Another area that is highly affected by humans is the sea and waterways of Canada. Careless captains, who dump bilge waste into the ocean, also hurt bird populations. A mixture of seawater, fuel and machine oil collects in the bilge of a ship during long trips. Law requires this to be purified before being dumped, but most captains don't take the time and effort to do so. Buildup of this mixture leaves the water surface covered by a brown oil slick. [The oil breaks down the seabird's waterproofing and they die in the cold Northern-Atlantic waters.] (DeMont, 11) "The rare North Atlantic Right Whale is one of the most endangered in the world." [Since 186, more than 85 whales have disappeared from the population of about 50 due mostly to boat collisions. Ottowa, Canada recently asked a London-based International Maritime Organization to modify its sea route to reduce the risk of collision between boats and whales.] (Lemieux, np)

Lastly, the most obvious and noticeable impacts on the Canadian environment have been on land. First, the logging industry has destroyed much of Canada's old growth forests. This detrimentally affects countless species that regard those forests as their homes. The Alberta Grizzly Bear has been up for debate on whether to designate it as threatened. This would end the annual bear hunt in an effort to help the approximate "800 to 1,000 grizzlies in Alberta". (Government Committees, np) "Grasslands National Park is an essential home for more than a dozen of Canada's 87 endangered species." (Jackson, 4-) [It is also one of two places in Canada where the elusive, critically endangered Swift Fox lives. A reintroduction effort has been ongoing since the species was considered abolished from the country in 18. After about 1,000 releases and nearly $ million spent, the fox is still having immense difficulties due to continued habitat loss, severe drought, and a substantial rise in predator populations.] (Jackson, 4-)

These problems aren't addressed nearly as much as they need be, nor as much as they are in most other countries. Canada has 14 protected wildlife areas and migrating bird sanctuaries. [The "protected" areas are currently managed on an annual 15 cents (.5 US cents) per hectare (about 10,000 square feet). That's compared to the US's more than 1 dollars (7.6 US dollars) annually per hectare on wildlife refuges.] (Canada's Wildlife Suffering, np) The Species At Risk Act (SARA) is heading most of the efforts that are occurring in Canada. [This Act centers around a list of 414 threatened species based on work of the Committee on the Status of Endangered Wildlife in Canada (COSEWIC).] It also provides solutions to critical problems broad and specific. (Cousteau, np) This is however, far from the amount of effort necessary to save Canada's "abundant" resources, and "limitless" treasures.

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The Signs

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Now just imagine you could use your microscope to spot a tiny human being. That's right an actual human being to a microscopic size. Impossible? Wait till you read this story … but let me give you a little information first Narrator normal font style, MI Gutzache bold font style, Professor N Large italic font style.

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No one knew what to expect from the professor's new shrinking machine, but one thing was clear. The person who agreed to test it had to be ever so brave … or ever so stupid. Only fearless private eye MI Gutzache had the experience for the job and a very bad experience it was. And no way was he falling for that "all for the cause of science" cockamamie clap-trap!

"Yeah Prof, I've seen the advert and you can count me out!"

But then a couple of words caught his eye …

"Payment? How generous? OK Prof, you've twisted my arm."

"I wasn't going to volunteer for nothing but I needed the green backs. I figured I'd done it all and seen it all but I hadn't seen nothing. I took the case and I should have known better. It was my first mistake."

"I'm afraid none of my scientific colleagues wanted to volunteer for the test they all muttered something about 'unacceptable risk factors'. I explained to Gutzache that the new machine was capable of shrinking a human to the size of a microbe!"

"So you won't be needing your magnifying glass."

"I heard the Prof but I didn't like what I was hearing. I wanted out but the Prof suggested a small test. 'No risk,' he said. But he was wrong and I was the fall guy. I stood under the machine as he switched it on. Just one tiny little test …"

"I placed a pin upright under the microscope but outside the shrinking ray for Gutzache to inspect and report on. It would be a fascinating opportunity to compare Gutzache's view with that of the microscope."

Gutzache felt the gentle warmth of the rays falling on him like summer sunshine. It didn't feel too bad until he noticed that he was shrinking. The pin beside him was getting bigger and bigger until it looked like a giant column. There were ridges and furrows running down its sides and its top was no longer sharp and pointed but rounded like an enormous Christmas pudding.

"The big, wide world was getting bigger and wider by the second. Too big. A good private eye plays a hunch and mine said 'get out!' but it was too late. The pin wasn't a pin it looked like the Washington Monument. And that wasn't all. There were things squirming and oozing in the wrinkles that appeared in the metal. Living things like squelching blobs of jelly. The pin didn't look too lucky and I was hollering for the Prof to make me bigger."

"Amazing! Gutzache is describing microscopic dents and bacteria on the pin. At this point I observed Gutzache under the microscope. I could see him waving even if I couldn't hear his tiny voice. He seemed happy so I decided to press on. But just then I had … ahem, an unfortunate accident … Well, I sneezed …"

"It was like something blew up somewhere close. It blew me off my feet and sent me flying. I saw blobs all around, I figured they were snot. Getting in the way of a sneeze is bad for you it sure was bad for me. Didn't the Prof know about handkerchiefs? The floor looked hundreds of miles away and the only way was down. One thing I knew for sure thanks to a sneeze … I was gonna be crowbait."

Gutzache could see where he was going and he didn't relish it one bit. Tiny movements in the air puffed him towards the massive furry form of the Professor's cat, Tiddles. Gutzache drifted through a forest of tree trunks at least, that's how it appeared to him. In fact, it was the fur on the cat's back.

"Cats. Don't ask why but they're not my favourite animals. If things had worked out different I'd have taken my chances with organised crime. But I was on the cat and at least it felt warm. Then she started licking herself. I felt rough but her tongue looked rougher in fact, it was more like a giant rubbery sheet covered in cat dribble with spikes as long as my fingers."

"So Gutzache was on Tiddles? How clever of her to rescue him! The cat's rough tongue acts like a comb separating the hairs and making glands in her skin produce oils that keep the fur in good condition. The spit dries (or evaporates as we scientists say) off the hairs, taking away heat and cooling her down."

"Huh the cat was cooling down but the heat was on me. That giant tongue got closer and closer. I smelt the hot fishy breath and I knew I was in for a licking …"

But just when all seemed lost Gutzache was rescued by a rather unlikely helper. Well, it wasn't so much of a helper as something just came along and Gutzache grabbed hold of it and held on tight. It had a huge shield-shaped body about three times larger than Gutzache, covered in armoured plates. It had a dagger-like feeding tube and inside its see-through body Gutzache glimpsed a mass of freshly swallowed blood. Suddenly, the creature sprang high into the air to Gutzache it seemed higher than a skyscraper. He had hitched a ride on a flea!

"My whole life flashed before my eyes it didn't make for pretty viewing. Then my stomach lurched as the flea touched down on another part of the cat's back. 'Life's full of ups and down,' I thought, hastily jumping free and fleeing the flea."

"I had no idea where Gutzache was and I was looking everywhere! I had divided the room into squares and I was searching each one using the strongest magnifying glass I could find. Where had he got to?"

"Nearer than you thought, Prof. Remember you were down on the floor and the cat came up? Maybe you remember stroking her and saying the words 'Naughty Tiddles, don't walk here you might tread on Gutzache!' You didn't look too hard at your fingers afterwards did you?"

"Er, no!"

"Well, I was on one of them! You picked me up from the cat's back. You stood up I was hollering like crazy, something like, 'Listen up you stupid scientist I'm on your finger!' But you didn't hear me!"

The Professor's skin was full of cracks like dried mud. Here and there tiny pits bubbled oily beads of moisture. Meanwhile Gutzache was sweating too.

"It was an ugly situation and the Prof wasn't too pretty neither. The hand was going up. I clung to a hair on the back of a finger. I knew it was going to be bad I just didn't know how bad. But then I saw where we were headed and I knew. The giant mouth opened and a blast of hot air hit me. My stomach heaved it smelt of sour milk, strong cheese, onions, garlic and old cow pats. Round globs of spit and slimy bacteria flew towards me. The Prof could sure use some mouthwash."

"Honestly, this is too bad, I DO NOT HAVE BAD BREATH! It is nonetheless a fascinating fact that every human breath contains hundreds of bacteria from the mouth. Of course, I still had no idea that Gutzache was on my finger …"

"The Prof's nails didn't look in too good a shape. They were rough as tree bark and the ends were jagged. Bite marks I thought. I was right."

Helpless with horror, Gutzache watched as the Professor's finger was inserted into his giant mouth. The teeth looked like huge yellow cliffs and here and there slimy bacteria nestled in their folds and ridges. The teeth began to work backwards and forwards and the nail buckled and bent under the chewing action.

"The job had become a gross-out. At that moment I longed to be anywhere but where I was. Well, maybe not anywhere I'd give the Prof's guts a miss. Meantime, the Prof was making a meal of them fingernails."

"Actually, nails are made of keratin. Seen through an electron microscope keratin looks like a rope with smaller chemicals wound around it. This makes it very hard to tear and that's why my nail was buckling and not breaking."

Meanwhile Gutzache was right under the Professor's nose literally. The finger didn't seem too safe so he decided to climb up a thick rope. It turned out to be one of the Professor's nostril hairs and it was encrusted with dried snot. Feeling faint Gutzache swung himself into the hot, windy nostril and then clambered higher up the cheek.

"The Prof and me were face to face but he still couldn't see me. He had some cheek! But the worst of all, his skin was crawling. It was oozing with slimy balls of bacteria that hid in tiny cracks. I figured I'd crack too if I stuck around. So I thought about it plenty but I couldn't figure how to escape …"

"I had no idea all this time that Gutzache was on my face. Interestingly, over two million bacteria live on the cheeks and nose and 7 million live in the grease on the forehead. Well, not that I've counted them … but perhaps Gutzache could be persuaded to make a small survey …"

"Hey, I'd rather bungee jump off Brooklyn Bridge! The Prof still hadn't spotted me but something else had. It had a body like an armoured car and eight legs and a face that would sink a battleship. It wasn't too fast but for a minute I thought I was chicken-feed. But the bug wasn't too bothered it was eating the squirming things off the Prof's skin. I said, 'You're welcome pal!'"

"This is incredible! Gutzache is describing a demodex mite. These creatures, no more than 50 micrometres long, mostly live on human eyelashes and eyebrows. They do no harm and spread between people sharing towels so that every family has its very own special demodex family."

But things were about to get even worse for Gutzache. The Professor frowned as he wondered what to do next. He decided to resume his search on the floor, but the damage had been done. His skin rumpled and crinkled as if moved by an earthquake and tiny chunks dislodged themselves and slipped into the air a perfectly normal event caused by frowning. Once more, Gutzache felt himself falling helplessly this time gripping on for dear life to what looked like a giant cornflake but was actually a flake of skin …

"I was flying again and this time I figured I'd be ketchup. The room was spinning but my luck was in …"

Gutzache landed on the very microscope slide that he had been sneezed off at the start of his adventure. And a minute or two later a familiar face peered down at him through the microscope …

"I had found an interesting cat flea egg on the floor and I decided to take a closer look. Imagine my surprise to find Gutzache waiting for me. But he didn't look too happy."

"Where have you been?"

"It's a long story …"

"The Prof enlarged me. He was talking about me taking a dip in a drop of pond water. Two seconds later I gave him my considered reply 'I don't swim,' I snapped. And with that I quit. After what happened today it was small wonder … a very,very small wonder."

"Forget it!"

If YOU don't fancy shrinking as small as Gutzache in order to check out some body bits, you could always look at them through a microscope. Surgeons use microscopes all the time for what's called microsurgery. This can involve re-attaching bits and pieces of the body that have been chopped off by accident.

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CPP speech

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The speech made by the CPP representative was quite a good one and seemed to have made its way into the hearts and minds of the voters enough that the majority voted for them. They had a few good points but unfortunately the voters were only looking at the good side as presented by the speaker instead of thinking about real life outcomes and consequences.

When they spoke about reducing tax cuts, sure everyone wants that. Who would not want less money to be taken away from them? Think for a second. What is the government using the money for? Is it being used to make kites? No, it is being used for us, to provide us with roads to move around, with clean and healthy living conditions, with free healthcare, with public transportation. If people are willing to give this up, then I am sure the government will be more than willing to cut taxes to a quarter of what it is now. The amount of money the government spends for us is also one of the reasons why we have a national debt.

Using automatic stabilizers is a good way to keep governments revenues and expenditures stable but then they go on the say they will increase the money supply by % not indicating at which point they will do it. If the economy is at its peak, a time when prices and inflation is high, doing this would make inflation and price rise, even more, something that they want to fight as they said in a later point. If they are going to create inflation, obviously they are going to have to fight it.

They spoke about reducing business cost to reduce inflation. This would have been a good point had they said how they were going to do it. Were they going to reduce taxes, or give subsidies? If they were planning on doing one of these then it was a good plan. They said they would make a drastic change but I don't know if they would be able to keep their promise because it would be too expensive for them and it would in turn once again lead to an even bigger debt.

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One thing I greatly disagree on is that the armed forces are one of our foremost priorities. We haven't been in war for almost half a century and since we have no enemies, we will probably go another half century without war so they should save their money. They United States will always be there to help us and we will never go to war with the USA so we are pretty safe.

Nowhere does the CPP talk about reducing unemployment, one of the economic goals of stability. The unemployed have the option to vote too and if this was a real election, the CPP just lost all their votes.

Rewarding people who put in a lot of work and effort was a good point as it gives people an incentive to work and to produce quality products but rewarding the better worker has always been there because of competition.

The speech although it may have sounded good to the ear had many flaws with it. I was even convinced that the proposals were good but after reading it over again, I don't think I would have voted for them.

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Charity marketing plan

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The first question is always where are we now and how well we are doing?

As a regional animal and conservation charity, our main concerns are animals and environment. The public knows us by our high profile projects and campaigns like red squirrel. Our revenue comes from 5 main sources and the revenue for 00 is displayed below

table 1

We have employed techniques such as direct mail and the Internet as our main marketing activities.

On our membership levels the number of adults declined since 187. From that same year, our family membership numbers stayed at the level of 4,800. And the number of child memberships keeps increasing every year. 60% of our members are also members of other charities. 6% have been members for at least 10 years, 0% are hard-core active members. And for those members under the age 4, they only have an average membership of years.

Then what is the problem we now have?

Have a look at the table of responses to attitudinal statements; it is easy to find what our members thinks of us

Out of 110, there are 7 strongly dissatisfied with the value for membership fees, and 16 dissatisfied. That is, 48.% of our members think our membership is not worth the money! And for the information we provide on activities, 6 out of 110 are strongly dissatisfied while still another 8 are still not satisfied, that is nearly a half! For the web site, it is worse 41 strongly disagree that our web is well designed and 8 disagree. That is 71.8%

GNN is a charity organization, in other words, our members do not buy 'things' or a 'service' from us. For those people who spend money to support organizations like us, the only thing they want is to make the world better. According to the information we have, our members are mainly from the A and B socio-economic groups. Our membership subscription rates are 7 for adults, 48 for family membership and 5for children. People who paid to join us will not have any price problems for whether they have paid too much for it. We will not have the first problem. The only problem we have is that have not done enough to feedback to our members.

Why do 48.% of our members think our membership is not worth the money and nearly half of our members do not think GNN provides good quality information on its activities? It is the same reason.

What is the consequence? Around 0% members are inactive even if they spend 10 years with us. We lose our young members fast. So we have problems with our revenue.

And more , due to both the launch of the National Lottery and member lost our to other charities we have found it difficult to increase revenue to fund our activities.

Think we are doing well? The answer is NO. Obviously, there is a lot to do to improve.

How to make the future better?

To provide good feedback and increase the feel of involvement is the main mission for our existing members. Because for this segment, they are mainly from higher social group, what we could get from them is not only the membership fees, but, also many other things. They are more likely to have a high position job and have the opportunity to make suggestions or even decisions for organizations, so it is a good source of new donors. If we want them to stay with us longer, this has to be done.

In the case of getting new members

People who are interested in charities have two things in common firstly they love to help others, secondly they have the money and may even be the member for several charities at the same time, especially young people. Young people are a socially active group, and their life style is an outgoing type. For this group, social experience is the main attraction. They are willing to help, spending lots of money on different things. They want to meet more people and make more friends. They love animals and like to have fun. Our attraction to them is they will have more chance to meet different people with the same interests which are easy to make friends with. And, at the same time, have fun through protect animals and enjoy the nature. And this is the group keeps growing since the very beginning, to get more young members is very important.

Conclusion

Our membership subscriptions are the main source of our revenue. And we already have an information database about our members and a direct mail system. What we have to do is to make it more efficient to help the communication with our members. To do that with a limited budget, improving the existing marketing activities is the best choice.

Recommendations

First, customer retention- Improve relationships with existing members.

It is clear that it costs much more to get new customers than to keep exist ones. With a limited budget, customer retention is an important affect for us.

For those who are already our members, it is all about information and a feeling of involvement. We do not have to do any thing to attract them because they know what we are, and are willing to give their money. What we must do is to let them know what we have done and how well we have done it and the importance of their involvement. Through mail, web-site and newspapers, etc. We must let our members know not only the current activities but also how successful previous ones were, and of course ,let them know it is due to their contribution.

The mail was sent to members only when their membership was about to lapse. The newspaper was almost the same sent to inactive ones, but not the people that support us the most. Then how will most of the people know what happened with their money, and their importance to us? It is not 'give me the money and left the rest to us'. How would they know we have done it well and what kind of roles they play in our activities? Maybe the Internet? But there are only current activities, half is not enough. And still 71.8% of our members do not like the design of our web site, we have problem with that, also.

Customer acquisition- Get new members

We have already been using MGM in our direct mail. It is a good way especially when 6% of our members are considerably loyal to us( have been with us for more than 10 years). By retention we've mentioned above, it will work much better when they feel satisfied.

For those who are from the upper social-economic group, chances are, it is not only the individual members we get but also the new donors.

And for those adult, but not family membership holders, we are likely to have their families joining us, both young members and adult members.

Improved mail will get more students from schools joining us, which will attract more young members .

Other organizations' members are also our target. 60% of our members are also members of other charities. It also suggests that we could get members from other charities.

Our action

Direct mail and magazine

For existing members

Before ,it is only to those inactive members whose membership is about to lapse. And the other thing we have is the newspaper. It is a bimonthly newspaper which is also to the same group of people. It makes people think 'they only remember me when they think they will lose the money from me'. Our plan is cancel the mail and replace it with the magazine and send them to all members. It will save the money for doing them separately ,and further more, we could use it more efficiently.

For the new mail (or newspaper), itself needs rearrangements. It is not simply add the contents of the mail to the newspaper. We could add a member section on it to do the remind jobs. For the contents of the mail, as we have mentioned above, it should contain a feedback to our member. We could achieve this by put reports on our activities' results. To make them feel more involved, when we have choices on what activities to do next, we could have a vote by our members. And when we have difficulties, we could ask them for their opinions.

Our donations are mainly from public organizations, it means we should approach to the private ones. Our members are mainly from the upper social-economic groups, it means that they are likely to have high position in jobs. We should make good use our member resource to approach to private donator.

Our newspaper has never include inserts from others. We should corporate more with other organizations. Inserts is a good way for both revenue gathering and satisfying our members. We could include different inserts for different segment of members on different times. Or several different ones on each time. We can get money from the company and also benefit our members. A leaflet from a bike company may also cause a young member's interesting and he will get extra surprise from us.

For getting new members

The mail should also send to other target groups to get new members.

We inform them that it is a good opportunity to know people and make friends that have the same hobby by join us. Except social work we also have animal sanctuaries which allow them to get close to animals and take care of them. In the paper we should let them know about it. It is a great fun for those who are fond of animals and willing to help, especially young people. We create a column to let our members express their feelings about us, about how great it feels to help animals and how fun to work with others. A present will be send to the writers . Let the members say something is much more cogency and attractive than dull introductions.

The young people between the age of 1-1 could be divide into two groups under 18 and above 18. We have been sending mails to schools but it's only education authorities. It's the students we want to attract so we must make effort to let the information reach the targets. For the first group, they need the guidance from their teachers, we could send a extra copy to each school and ask them to put the newspapers on their news board or wherever to let the students see it, so we could get their attention. And for the 18 above group, they are more independent and have their own organizations like students union, we could send the mail straight to their own organizations.

We used to send mails to past membership lapsing ones. This is a waste. If we want reactive them, mail a year is enough. If there is still no responses after a year, we should stop sending mails to them.

Web site and E-mail

Generally speaking, the web site is much the as the newspaper but in a different form. People who use the Internet are more likely to be young people. What we should do is well design the web site to make it more fun to browse and update the web-site frequently. An easy and friendly access to each section especially our online shop is necessary. To create a discussion area for members to let them communicate with us and each other through the web is a good way to attract people to our web site.

For the corporation use, we should put a link page on it to lead our browser to their web. And of course, they should provide links to us, too.

Time

Christmas is the best time to start when everybody is having a good time. It is a season of giving. To let people know 'GNN needs you!', through mail and the Christmas Draw. As the time of good will, giving to others, and the end of a year and the new beginning of another, Christmas is the perfect time for us to get a new start.

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Two+part tariff

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The two- part tariff pricing system is related to price discrimination and is an

Interesting part of business strategy. Under a two-part tariff structure consumers must pay a fee up front for the right to buy the product and then they have to pay an additional fee for each unit of the product they wish to consume. ( Pindyck and Rubinfield, 001) Examples of industries, with this kind of pricing strategy is popularly adopted, is telecommunication industries, amusement parks and public water supply. At the time, there are several telecommunication companies in Australia, and they all have some kind of market power. That is because they are well known and well established on the market. Pricing is a very important issue in the competition to gain consumers. This essay will look at the telecommunication industry in Australia and the way telecommunication companies often apply to the two- part tariff pricing structure. It will look at different benefits and costs with this kind of system compared to just a single price system. It will also consider how an introduction of increasing block tariff system for the variable part of the pricing system can improve sales revenue. At the end it will look at the Oligopolistic market structure, and how this market structure will affect the pricing policy of the telecommunication companies.

Part A The current two Part tariff structure of the telecommunication industry in Australia

First a more detailed explanation of the two-part tariff structure is necessary. As mentioned in the introduction two- part tariff means that the consumer pays both a entry fee for the right to buy the product, and a usage fee. The rule of thumb of pricing says that price and output should be chosen so marginal revenue should equal marginal cost. But in the two-part tariff system this would only be the case if there were only one consumer in the market. (Pindyck and Rubinfield, 001) In a market for telecommunication there are many consumers with different demands.

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To have a low entry fee means that more entrants will attend the market.

If the entry fees are low and there are more entrants to the market, the profit derived from the entry will fall. The company has to choose an entry fee that will result in the optimum number of entrants. The optimum number of entrants is the number that allows for maximum profit. (Pindyck and Rubinfield, 001)

The Australian telecommunication companies today have different kinds of plans that

The consumers can choose between. For example Telstras different plans for home telephone lines include homeline plus, homeline budget, homeline complete and homeline net service. Examples of types of calls include Local calls, overseas calls, long distance calls and calls to mobile phones. Each plan have a fixed fee, that for example can be a monthly rental fee, and a variable part that for example can be call rates. The problem for a company that uses a two-part tariff system can often be how to set the fixed fee and how much they should charge the consumers for the calls. Should the fixed fee be high and the variable fee low, or should the fixed fee be low and the variable fee high. But as telecommunication companies have different kinds of plans, both options often are a part of their pricing strategy. The consumer has the ability to choose plan after how much, and what types of calls they make. They have plans for people that call much; this kind of plan often has higher fixed fee, and cheaper calls. If the consumer calls less, they might choose a plan with a lower fixed fee, and more expensive calls. For a person that calls a lot to mobile phones, the best thing for them is to have lower rates to mobile phones, and people that have family and friends overseas might be interested in cheap overseas calls, and they will choose a plan that includes this.

These days, telecommunication companies include more than just homeliness.

Mobile phone plans, and Internet has been an important part of their industry.

Part B Benefits and costs of the two-Part tariff system

There are different benefits and costs with this kind of system compared to a fixed charge system. One benefit for the company with a system like this can for example be that with the entry fee, the consumer often makes a commitment to stay with the company for at least one year and in this way the company creates market power. But this is not the case for all the different companies. For example with Telstra, consumers can have the plan for just one month, and then cancel the line if they want to. There are no obligations for the customers to stay with the company for a certain time. Other benefits are for example that more the customers calls, higher the fixed fee for the plan can be, and then they will earn more. There will be an increase in sales revenue with people calling more, and there that is the reason that the two-part tariff can be a benefit for the telecommunication company.

A cost with this system is that because there is a variable part and not only a fixed charge, the company depends on that the consumers will call, to earn something from the variable part of the system. But in the telecommunication industry, consumers will always use the telephone, as it is an important part of people's daily lives. So there will be a bigger threat for them that the consumers may change to another company.

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The Prince

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Machiavelli's Ideal Prince

It seems all the 'great thinkers' of ancient times believed that there had to be a class of oppressors who deserved to have control, and a class of the oppressed who should live in subjection of the elite. Machiavelli is no different and believes "men ought either to be well-treated or crushed" (). In his writing he explains how one determines who in the state is crushed and who will crush them. As he talks about colonizing on page three he believes the natives of one place to be under conquering people because inherent in winning is superiority. Machiavelli even says "he [the ruler] offends a minority only of the citizens from whom he takes lands and houses to give them to the new inhabitants" (). He is openly saying that the way to rule a state is to charge in to surrounding territory, take other people's property to make your own, and this will keep your followers happy.

I feel this is a way to force your way to the top, and once there the cycle of oppression has to continue to for one to stay up there. I see the United States as beginning to be a world bully. I have said before that the U.S. is hiding behind the 'War on Terrorism' to go into the middle east and try to take what the easterners have and conform them into what we want, and if a few U.S. citizens have to go over there and show them how to live then we will do it to expand our 'pure' way of life. I heard in the movie Tommy Boy, "what the American public doesn't know, makes them the American public." I heard this quote as I wrote my paper and it summed up how the government treats the American public, and this is how Machiavelli believes a country should be run, with only the powerful needing to be informed to make decisions and no decision is made with the needs other than that of the ruler.

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There are three ways to conquer and acquire new states 1) by one's own arms, ) by one's good fortune, and ) by wickedness. In comparison there are three ways to keep a society under control, 1) ruin the society, ) live with them and convert them your way of life, or ) allow them to live their way and keep things friendly between them. I would like to refer to the United States as a place that came across their independence by our own arms or good fortune, and we preserve this nation by all living together, but sadly I believe sometimes we fell that we have to eliminate diversity. Every time I read a 'great' idea I wonder who deemed it great. After all the readings that encourage oppression I get more and more frustrated at how far back the roots of racism go and why it is so hard to overcome the habits we have lived with since, really, the beginnings of society.

The Prince. Machiavelli, Nicolo. Trans. W. K Marriott. Internet Medieval Sourcebook. March, 18. www.fordham.edu/halsall/basis/machiavelli-prince.html#CHAPTER%0I October , 00.

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