Marketing Communication Strategies of Skoda

Marketing Communication Strategies of Skoda Marketing The Process Precisely defined, marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to satisfy customers (Google). It is a dynamic process of ensuring a close fit between the core competencies of an organization and the external demands placed upon it. The fundamental role of marketing is often associated with the promotional aspect of a product or service. It consists of making the consumer aware of what youre offering, and convincing them to buy it. Marketing Communications Marketing Communications Mix Marketing Communications takes a leap further to streamline the actions a firm takes to communicate with end-users, consumers and external parties. It identifies the best media available for any particular product or service to communicate with the market (Smith Taylor, 2005). It is primarily concerned with demand generation and product and service positioning. The marketing communications mix is essentially a conceptual framework that helps to structure the approach to marketing. It covers all the communication tools available to a marketer, such as advertising, sales promotion, direct marketing, sponsorship, e-marketing, corporate identity, etc. This report is an attempt to study the marketing communications strategies and mix for consumer vehicle brands in the UK, namely Skoda and Volkswagen Passenger Cars (now-on referred to as Volkswagen or VW). These are two sister companies and hence an interesting comparison. Automotive Industry Marketing The competitive nature of the automobile industry in the UK has prompted the automobile manufacturers to explore new and innovative marketing strategies to thwart the deadly competition. Almost all companies offer diverse range of vehicles in almost all segments as a part of their marketing strategy. This is in the endeavor to make sure that the customer is driving one of their vehicles only. The automobile industry relies not just on one medium of advertising and promotion; rather they aim to develop a combination of almost all options to leave the most impact-ful trail of marketing. The audio-visual medium is a rage since it gives the vehicle manufacturers an opportunity to flaunt their cars. The print medium, on the other hand, provides an opportunity to explain the functions of a car in detail and highlight their unique selling proposition (USP) to the customers. More recently, the automobile industry has shifted focus to the online medium, exploring the internet, which offers greater flexibility in terms of utilizing its interactive features such as demonstrating the interiors of the car with its salient features, etc. Aims Objectives: The aims and objectives of the report shall remain the following: Study the automobile industry dynamics in the UK, with specific focus on history and evolution of Skoda and Volkswagen as significantly important brands. Study the marketing communications strategies and tactics used by Skoda and Volkswagen to fight competition. Study the campaigns, media used and the brand image projected by Skoda and Volkswagen and how successful have they been in reaching out to their target. Chapter 2: Literature Review UK Automotive industry Market Overview The UK automotive sector is a highly flexible, dynamic and a global enterprise. The UK is the 12th largest automobile producer in the world and UK car industry has always been export-oriented and is known for exclusive brands, such as the Rolls-Royce, Bentley, Land Rover, Aston Martin and Jaguar. Amongst the key multinational players are: Ford, Toyota, Diamler-Chrysler, GM and Volkswagen. The top five UK car producers include Nissan, Toyota, Honda, MINI and Land Rover (Cunningham et al., n.d.). The automotive sector in the UK is in a state of constant change which is imperative for adapting to challenging commercial, regulatory and technological trends worldwide. However,at present, the UK car industry is in major turmoil. With credit crunch, spiraling oil prices and fragile consumer confidence, the industry is witnessing its worst since 1966. The buyers are shunning dealerships in droves and the manufacturers are in deep thoughts of how to revive the declining sales. The slowdown in the UK mirrors the difficult conditions being experienced across the main European markets. (Paul Everitt, SMMT). The major trends in the UK automotive industry over the last five years, as identified by the Society of Motor Manufacturers Traders Ltd (SMMT), depict the following: UK new car market has eased in recent years, after witnessing a peak of 2.579mn in the fiscal year 2003. The market is now contested by many marques. Fuel-efficiency is a big issue in the UK automotive industry. UK vehicle output has declined, but will recover over the next 18 months (figures as of 2007). In the year 2006 there were 1.65 million cars and commercial vehicles (CVs) produced in the UK alone. In the year 2006 the UK new car market eased to 2.345 million units, its lowest level since 2001. Estimates show that over 2 million vehicles are currently scrapped each year. Global automotive market is very positive and is largely driven by Asian demand, in particular in China and India. Skoda- The Brand and the Re-Branding Skoda Auto is an automobile manufacturer based in the Czech Republic. It was once one of Europes leading producers of quality, highly engineered cars but its fortunes plummeted under the post-Second World War communism phenomenon. It was until 1989 when Volkswagen took a 30% stake in the beleaguered car firm, that there were any signs of hope for the uplift of the company. In 21991, Volkswagen bought Skoda outright and this was when the journey of improvement triggered off for Skoda. Backed by VWs expertise and investments, the design of Skoda, both in terms of style and engineering, improved greatly. Although Skoda cars were quite at par with those of the rivals, in terms of function, style and value for money, the entire brand image of Skoda lagged far behind. As Chris Hawkens (Marketing Director Skoda, 1999) stated: All the research showed quite substantial levels of rejection of the Skoda brand by consumers. (Creativity Works, 2003) Trying to Sell Skodas is Like Trying to Sell Nuclear Waste. Hawken took up the initiative to challenge the negative perceptions about Skoda and to create a new brand platform to ensure future growth. The action plan called for innovation and a carefuly integrated marketing communications strategy which comprised of three core strands: Advertising Direct marketing Public relations As a result, the entire image of the Skoda brand improved and eventually changed altogether. Volkswagen The Brand Volkswagen commercial vehicles is another brand of the Volkswagen group, like Skoda, and is a separate marque to Volkswagen Passenger Cars since 1995. VWs relationship with the UK automobile industry dates back to 1952 when the first two models of Beetles were introduced into the market. In 1953 Volkswagen Motors Ltd officially became the UK importer, and the brand thereon went from strength to strength and became to be knows as the peoples car. The Volkswagen Passenger Cars brand runs a combination of three core values: innovative, providing enduring value and responsible. Technology, people and the environment dominate the philosophy and actions of Europes largest automaker. Double marketing has been the key for Volkswagen. It is not about stuffing multiple messages into one campaign, ratherrunning multiple campaigns on different messages concurrently. Volkswagen has more often indulged in launching many models collectively and hence has exploited this marketing strategy. The campaigns of 2006 provide a classic example of this phenomenon at Volkswagen: the Unpimp my ride campaign about design and control, the obeying your fast campaign for the GTI and the safe happens bold TV ads for the Jetta. Chapter 3: Research Methodology The research methodology for this report entails a careful blend of both primary and secondary sources available. Primary Sources of Data Five customers of Skoda and Volkswagen were randomly interviewed for their views about the marketing strategies of both the companies, using open-ended questions to yield maximum response. This helped to assess their response towards the media and campaigns deployed by these brands and to evaluate the extent of impact and penetration of the marketing tools used into the target customers. Attempts were made to interview at least one reliable personnel from the respective companies. However, due to lack of time and confidentiality issues of the company, this mode of research did not yield any reliable information for evaluation purposes. Secondary Sources of Data The secondary sources tapped include various books, published material, both from official as well as unofficial sources and both from electronic as well as print media. These include expert reviews on the marketing strategies of each company, company annual reports and other authentic related articles available on marketing strategies of Skoda and Volkswagen. Various advertisements, both from the print as well as electronic media, have also been carefully studied to conduct a comparative analysis for both the companies. Chapter 4: Discussion Analysis Skoda Turning Negative Perceptions into Positive Rather than try to make it into a hero brand, which wasnt realistic, we made it the underdog, and everyones on the side of the little guy. (James, 2002) Under the marketing communications strategy deployed by Hawkens and the innovative It is a Skoda, honest campaign, the market share of the company almost doubled. He confronted head-on the cars negative image using subtle, intelligent humor, targeting Skoda rejecters precisely. The rejuvenating marketing communications strategy of Skoda comprised of (James, 2002): Advertising: targetting the entire country, primarily through TV. Drect Marketing: targetted prospective buyers and existing customers, designed to encourage test-driving the new car. Public Relations: played a supplemental role by image-changing articles. Press was fed with information about motoring awards and VK backing. The success stories about Skoda now read Historys biggest comeback since Bobby Ewing stpped out of the shower, the new Skoda is hip and sexy yes, sexy. For a budget of about $7 million, Skoda witnessed increased sales, more than 23%, over the course of the 18-month campaign which marked the turn-around for the brand (James, 2002). Skodas Marketing Communication Mix The recent marketing communication strategy of Skoda constitutes the following key elements: TV Advertising Most Talked About Add of 2007 TV advertising has always been a win for Skoda. The baking of add of 2007 is a remarkable example of the strategic advertising vision of the company. The award-winning add featured a group of master bakers creating a life-size car out of cake icing, jelly headlights and full of lovely stuff strapline. The Favorite Things soundtrack provided the background score for the extremely attractive recepie. The cake add was indeed a radical move for Skoda. It was accompanied by columns in leading journals and magazines as the PR team took the initiative to send cake tins with ingredients to journalists. As a part of the direct marketing campaign, chocolate scented air fresheners were sent to potential and existing custoemrs of Skoda. Being an extremely bold positoning, Skoda adds communicated the message of how Skoda delivered exceptional customer service (Turner, 2007). Award winning website Skoda UKs official website (www.skoda.co.uk) is yet another critical element of the marketing communications mix of the brand. The highly attractive, animated and engaging website played a crucial role in nurturing the marketing mix of Skoda. Its online marketing campaign won it laurels in 2008- the Best Motor Manufacturer Home Page and Best Motor Manufacturer for Purpose Intent (www.skoda.co.uk). The criteria for judgment included factors such as web design, use of animation, ease of navigation, and search tools available. The sites creative effectiveness has been demonstrated by a remarkable 400% increase in requests for test drives and brochures. MyClick Technology Skoda has indulged in a mobile WAP site MMS MyClick advertising platform as a recent communication strategy. This is an endeavor to deliver a unique brand experience to consumers on their mobile devices.The image recognition technology of MyClick allows Skoda to reach end users with instant services wherever they are. Skoda is using this idea to provide an interactive platform where mobile users can access its Believe In Life information by simply clicking their mobile phone camera (Roberts, 2008). Volkswagens Marketing Communications Mix Volkswagen, the brand, deploys two key elements in its marketing communications strategy: Online Marketing The official website (www.volkswagen.co.uk) provides the most life-like experience of choosing a car on the internet. It allows the visitors to access the retailers booking systems and book test drives in real time. Also they are able to see which models are available at any specific time and retailer and make online reservations. The dynamic feedback mechanism employed by the website allows the customer to search and modify their preferred car in real time hence, as initially imagined by Volkswagen. The website is much responsive and provides a much richer customer experience Double Marketing Volkswagen and the Blues A multi-tiered, fully integrated marketing strategy was incorporated for the multiple-model launch in 2003, with the help of The Blues promotional team (Volkswagen and The Blues, n.d.). The marketing strategy adopted covered a diverse range of communications media including: TV and radio ads Online marketing on The Blues website Paid advertising: print ads in leading journals, in-flight marketing campaign with major national airlines Events marketing: Radio City concert, presence at key film and music festivals, etc. Ancillary products Educational outreach: Letter from Volkswagen and logo presence in Teachers Guides sent to 45,000 teachers nationwide. Chapter 5: Conclusion Skoda has gone from trash to treasure with the overwhelmingly innovative marketing strategy of the Volkswagen group. This can be accredited to simply revamping the marketing communications mix, which even called for complete elimination of typical elements such as sponsorships. Instead it focuses primarily on four key aspects of marketing: advertising, direct mail, public relations and more recently online marketing. Ultimately transforming the company image from a joke to a hero brand, the correct marketing strategy and timely deployment of that strategy have radically changed the perceptions of Skoda and it is today one of the fastest growing car brands in the UK. Volkswagen Passenger Cars, on the other hand, is a brand of the same parent group, however with much lesser prominence as compared to that of Skoda. The most prominent feature of VWs marketing strategy is double marketing, vis-Ã ¡-vis the three-pronged strategy of Skoda. Both brands have strong market presence and are working effectively with their individual marketing strategies. However, those deployed by Skoda are much more impact-full and far-reaching than VWs. Chapter 6: Recommendations Skoda is suggested the following set of recommendations: Although the negative perceptions have withered off, the positive preconceptions are to be secured. Hence, Skoda needs to promote a we-are-not-as-bad-as-you-think impression. Create a new communications theme that is able to sustain the brands sense of individuality, without Skoda being perceived as just any other car brand. Volkswagen Passenger Cars is suggested the following set of recommendations: Enhance the marketing communications mix with more emphasis on the advertising campaigns, such as those launched by Skoda. References Creativity Works (2003) HOW SKODA USED CREATIVITY TO INCREASE SALES BY 27% Available at: www.dandad.org/inspiration/creativityworks/pdf/skoda.pdf [Accessed 8th November 2009] Cunningham, Margaret; Doherty, Joanne; Douglas, Thomas; Garland, Philip; Guo Xiadi; Harmer, Chris (n.d.) The Death of the Skoda Joke and the Rebirth of the Brand. Available at: www.busmgt.ulst.ac.uk/modules/bmg900j3/Skoda%20Report.ppt [Accessed 8th November 2009] James, Dana (2002) Rebuilding Reputations Skoda goes from trash to treasure Available at: www.amaphoenix.org/files/Rebuidling%20Reputation [Accessed 18th November 2009] Roberts, Benna (2008) Skoda users MyClick Mobile image recognition technology for Mobile Marketing Available at: http://www.gomonews.com/skoda-users-myclick-mobile-image-recognition-technology-for-mobile-marketing/ [Accessed 5th November 2009] Smith, P R Taylor, Jonathan (2005) Marketing Communications Turner,Clark (2007) How Skoda created the most talked about ad of 2007 Available at: www.utalkmarketing.com//Article.aspx?Skoda_created_the_most_talked_about_ad_of_2007 [Accessed 18th November 2009] Volkswagen and The Blues (n.d) Available at: www.sgptv.org/sponsor-casestudies/original/5.pdf [Accessed 5th November 2009]

John Proctor

John Proctor BY charited7575 The famous philosopher Aristotle defines a tragic hero as â€Å"The change in the hero's fortunes be not from misery to happiness, but on the contrary, from happiness to misery, and the cause of it must not lie in any depravity but in some great error on his part. † Arthur Miller constructs The Crucible to be a never ending tragic spiral leading to many peoples death which creates several by- products of destruction to everyone in the town of Salem. John Proctor can be labeled as one of the protagonist n the play as the story is partly centered on him.He makes a clearly a suitable character for the tragic hero because he has an integrity stabbing flaw, he has to choose between his fate and his reputation, and as far as morals go, he is definitively better than the other characters in the play although there are many defects in his character. John Proctor is a prime representation ofa tragic hero. The quality of possessing and steadfastly adhering t o high moral principles or professional standards is the definition of integrity and the definition of John Proctor.Proctor is very highly respected in the town of Salem due to his high principles shown. Unfortunately, as the tragic hero, he has done something that has severely damaged his high integrity. Proctor cheated on Elizabeth with Abigail. In a town as religiously influenced as Salem, this hurts Proctor's reputation because committing adultery is against one of the Ten Commandments. Ironically, when asked to recite the Ten Commandments by Reverend Hale, he forgets about the commandment stating, mfou shall not commit adultery.John admits to having an affair with Abigail Williams in the court hearing in hope to prove her accusations false. When they call his wife out, Elizabeth, she is unaware that he has confessed as Danforth states, â€Å"Answer my question! Is your husband a leacher! † Elizabeth then faintly says â€Å"No, sir. † Doing so, she has doomed them both. Having an affair with Abigail Williams ultimately leads to John Proctor's demise, thus proving him as the tragic hero. The great Athenian philosopher Socrates is very similar to John Proctor.Socrates was accused of corrupting the minds of the youth, which he did not necessarily do. Even when he was put on trial and faced with death, he kept his pride and stuck with the truth. He was then executed by drinking poison. John Proctor was accused of being a witch, which he was not. He also never lied to himself and stayed with what he knew was true. John Proctor is faced with the decision to either die and forever keep his integrity, reputation, and name, or live and forever lose all of them. Proctor eventually hooses to die as Hale states, â€Å"Man, you will hang!You cannot! † Proctor proceeds to say, â€Å"l can. And there's your first marvel, that I can. You have made your magic now, for now I do think I see some shred of goodness in John Proctor. † His decision ma kes him a tragic hero because it was the honorable thing to do although it came to his death and his character flaw indirectly caused his death. Although part of being a tragic hero is having flaws, another part of it is being superior in some aspect of your character compared to the other characters. John Proctor's morals are superior to the other characters.He never believes in anyone has been practicing witchcraft after the most of Salem is convinced. He also stood up to Parris in Act One as he says, † the last meeting I were at you spoke so long on deeds and mortgages I thought i were an auction. † Throughout the play Abigail tries to seduce John but he proves time and time again that he has learned from the mistake he made. Proctor also has the pride to keep his reputation which leads to his perish which almost all of the ther characters wouldn't do.The crux of the matter is John Proctor is a true tragic hero which is proved throughout the play. He kept true to hims elf even in the face of death, he learned from his mistakes, and he has an immense amount of integrity that almost all of the characters fail to have within them. John is not perfect and the part of him that is imperfect ends up being the cause of his tragic death. Although the hero side of him shines throughout the story, the tragic side of him is always glaring behind him. John Proctor John Proctor BY charited7575 The famous philosopher Aristotle defines a tragic hero as â€Å"The change in the hero's fortunes be not from misery to happiness, but on the contrary, from happiness to misery, and the cause of it must not lie in any depravity but in some great error on his part. † Arthur Miller constructs The Crucible to be a never ending tragic spiral leading to many peoples death which creates several by- products of destruction to everyone in the town of Salem. John Proctor can be labeled as one of the protagonist n the play as the story is partly centered on him.He makes a clearly a suitable character for the tragic hero because he has an integrity stabbing flaw, he has to choose between his fate and his reputation, and as far as morals go, he is definitively better than the other characters in the play although there are many defects in his character. John Proctor is a prime representation ofa tragic hero. The quality of possessing and steadfastly adhering t o high moral principles or professional standards is the definition of integrity and the definition of John Proctor.Proctor is very highly respected in the town of Salem due to his high principles shown. Unfortunately, as the tragic hero, he has done something that has severely damaged his high integrity. Proctor cheated on Elizabeth with Abigail. In a town as religiously influenced as Salem, this hurts Proctor's reputation because committing adultery is against one of the Ten Commandments. Ironically, when asked to recite the Ten Commandments by Reverend Hale, he forgets about the commandment stating, mfou shall not commit adultery.John admits to having an affair with Abigail Williams in the court hearing in hope to prove her accusations false. When they call his wife out, Elizabeth, she is unaware that he has confessed as Danforth states, â€Å"Answer my question! Is your husband a leacher! † Elizabeth then faintly says â€Å"No, sir. † Doing so, she has doomed them both. Having an affair with Abigail Williams ultimately leads to John Proctor's demise, thus proving him as the tragic hero. The great Athenian philosopher Socrates is very similar to John Proctor.Socrates was accused of corrupting the minds of the youth, which he did not necessarily do. Even when he was put on trial and faced with death, he kept his pride and stuck with the truth. He was then executed by drinking poison. John Proctor was accused of being a witch, which he was not. He also never lied to himself and stayed with what he knew was true. John Proctor is faced with the decision to either die and forever keep his integrity, reputation, and name, or live and forever lose all of them. Proctor eventually hooses to die as Hale states, â€Å"Man, you will hang!You cannot! † Proctor proceeds to say, â€Å"l can. And there's your first marvel, that I can. You have made your magic now, for now I do think I see some shred of goodness in John Proctor. † His decision ma kes him a tragic hero because it was the honorable thing to do although it came to his death and his character flaw indirectly caused his death. Although part of being a tragic hero is having flaws, another part of it is being superior in some aspect of your character compared to the other characters. John Proctor's morals are superior to the other characters.He never believes in anyone has been practicing witchcraft after the most of Salem is convinced. He also stood up to Parris in Act One as he says, † the last meeting I were at you spoke so long on deeds and mortgages I thought i were an auction. † Throughout the play Abigail tries to seduce John but he proves time and time again that he has learned from the mistake he made. Proctor also has the pride to keep his reputation which leads to his perish which almost all of the ther characters wouldn't do.The crux of the matter is John Proctor is a true tragic hero which is proved throughout the play. He kept true to hims elf even in the face of death, he learned from his mistakes, and he has an immense amount of integrity that almost all of the characters fail to have within them. John is not perfect and the part of him that is imperfect ends up being the cause of his tragic death. Although the hero side of him shines throughout the story, the tragic side of him is always glaring behind him. John Proctor John Proctor’s Development The Crucible, first published in 1953, is about the dramatization of the Salem witch trials that takes place in Massachusetts in 1692. In The Crucible, John Proctor is the most significant person that has most effect on the ending. Every decision he makes alter the outcome of the witch trial in Salem. In the beginning, he seems reluctant to confess the truth, but in the end, he finally comes upfront and admits what he has done due to his desire of saving others.John can be compared to a crucible because he is like a vessel that when heated to extremely high temperatures, melts down and purifies owing to the fact that he has changed tremendously throughout the book. John Proctor seems to be self-centered and inconsiderate, but because of his guilt for causing all the persecutions, he becomes ingenuous and forthright. At the outset of the book, it is revealed that John Proctor, a man in his middle thirties, once had an affair with Abigail Williams, a g irl age of seventeen, when Abigail says that, â€Å"I know how you clutched my back behind your house and sweated like a stallion whenever I come near!Or did I dream that? It’s she put me out, you cannot pretend it were you. I saw your face when she put me out, and you loved me then and you do now† (22). They not only had feelings for one another for a while but, they did more than that. According to the ten laws in Salem, one of the laws states that thou shall not commit adultery. Once Proctor realizes his immoral doings, he immediately stops his relationship with Abigail and refuses her every time she tries to get close to him. An example that clearly exemplifies this is when they are in Parris’s house, talking about what happened in the woods concerning last night.When Abigail and John are left alone inside the room, John says, â€Å"Abby, I may think of you softly from time to time. But I will cut off my hand before I’ll ever reach for you again. Wip e it out of mind. We never touched, Abby† (23). This shows that Proctor has changed since at first he had an affair with Abigail but when she wants to prolong it, he stands up firmly and rejects her. As people are being arrested as a result of Abigail’s accusations, John knows that it is all a pretense.Nonetheless, he doesn’t have any eagerness to help the others that are affected due to his actions. An event that proves this is when Elizabeth encourages him to help the others. She says, â€Å"God forbid you keep that from the court, John. I think they must be told†¦You cannot keep it John† and he replies by saying, â€Å"I know I cannot keep it. I say I will think on it† (53). However, on the night his dear wife Elizabeth is arrested, he promises her that he will do anything in his power to free her and show everyone that Abigail is unscrupulous.He acknowledges that the only way to make others believe that Abigail is telling lies is to tell th em about their affair. In the end, he goes to Judge Hathorne ad Deputy Governor Danforth and admits by saying, â€Å"In the proper place—where my beasts are bedded. On the last night of my joy, some eight months past. She used to serve me in my house, sir†¦She thinks to dance with me on my wife’s grave! And well she might, for I thought of her softly. God help me, I lusted, and there is promise in such sweat. But it is a whore’s vengeance, you must see it; I set myself entirely in your hands† (110).This demonstrates his want to come clean and confess what he had done wrong in the past in order to save his wife and those around him. After John tells the truth, Abigail denies it and acts as if she is a poor girl who is being treated unjustly by others even though she is doing a good deed. When Elizabeth is called forth to tell the real story, she lies in order to protect her husband’s name but, has no knowledge that he himself has confessed. As a result, the judges believe Abigail’s story and sends Proctor to jail.While he’s in jail, people, such as Hale, persuades him to confess even though they know that he will have to lie but, they think that if he confesses, at least he will not be hanged. Proctor wants to live, so he confesses. Danforth then gives him a paper to sign and after John signs it, Danforth demands that he must also go tell the truth to the public as well. However, Proctor says, â€Å"You are the high court, your word is good enough! Tell them I confessed myself; say Proctor broke his knees and wept like a woman; say what you will, but my name cannot—† (143).He doesn’t want to live without his name and tears the paper. As a result, he isn’t freed and is condemned to hang. This reveals at first, he wants to live so he lies, but when the judges want him to confess to the public, he rejects. Even though what he did cost him his life, he is able to have his goodness. Jo hn Proctor’s development has shown that he has truly become a good person and admits to all his actions. Throughout the book, he faces many obstacles which put him in a situation where he has no choice but to tell the truth. These obstacles allow him to make the right decisions and finally change. John Proctor John Proctor BY charited7575 The famous philosopher Aristotle defines a tragic hero as â€Å"The change in the hero's fortunes be not from misery to happiness, but on the contrary, from happiness to misery, and the cause of it must not lie in any depravity but in some great error on his part. † Arthur Miller constructs The Crucible to be a never ending tragic spiral leading to many peoples death which creates several by- products of destruction to everyone in the town of Salem. John Proctor can be labeled as one of the protagonist n the play as the story is partly centered on him.He makes a clearly a suitable character for the tragic hero because he has an integrity stabbing flaw, he has to choose between his fate and his reputation, and as far as morals go, he is definitively better than the other characters in the play although there are many defects in his character. John Proctor is a prime representation ofa tragic hero. The quality of possessing and steadfastly adhering t o high moral principles or professional standards is the definition of integrity and the definition of John Proctor.Proctor is very highly respected in the town of Salem due to his high principles shown. Unfortunately, as the tragic hero, he has done something that has severely damaged his high integrity. Proctor cheated on Elizabeth with Abigail. In a town as religiously influenced as Salem, this hurts Proctor's reputation because committing adultery is against one of the Ten Commandments. Ironically, when asked to recite the Ten Commandments by Reverend Hale, he forgets about the commandment stating, mfou shall not commit adultery.John admits to having an affair with Abigail Williams in the court hearing in hope to prove her accusations false. When they call his wife out, Elizabeth, she is unaware that he has confessed as Danforth states, â€Å"Answer my question! Is your husband a leacher! † Elizabeth then faintly says â€Å"No, sir. † Doing so, she has doomed them both. Having an affair with Abigail Williams ultimately leads to John Proctor's demise, thus proving him as the tragic hero. The great Athenian philosopher Socrates is very similar to John Proctor.Socrates was accused of corrupting the minds of the youth, which he did not necessarily do. Even when he was put on trial and faced with death, he kept his pride and stuck with the truth. He was then executed by drinking poison. John Proctor was accused of being a witch, which he was not. He also never lied to himself and stayed with what he knew was true. John Proctor is faced with the decision to either die and forever keep his integrity, reputation, and name, or live and forever lose all of them. Proctor eventually hooses to die as Hale states, â€Å"Man, you will hang!You cannot! † Proctor proceeds to say, â€Å"l can. And there's your first marvel, that I can. You have made your magic now, for now I do think I see some shred of goodness in John Proctor. † His decision ma kes him a tragic hero because it was the honorable thing to do although it came to his death and his character flaw indirectly caused his death. Although part of being a tragic hero is having flaws, another part of it is being superior in some aspect of your character compared to the other characters. John Proctor's morals are superior to the other characters.He never believes in anyone has been practicing witchcraft after the most of Salem is convinced. He also stood up to Parris in Act One as he says, † the last meeting I were at you spoke so long on deeds and mortgages I thought i were an auction. † Throughout the play Abigail tries to seduce John but he proves time and time again that he has learned from the mistake he made. Proctor also has the pride to keep his reputation which leads to his perish which almost all of the ther characters wouldn't do.The crux of the matter is John Proctor is a true tragic hero which is proved throughout the play. He kept true to hims elf even in the face of death, he learned from his mistakes, and he has an immense amount of integrity that almost all of the characters fail to have within them. John is not perfect and the part of him that is imperfect ends up being the cause of his tragic death. Although the hero side of him shines throughout the story, the tragic side of him is always glaring behind him.

Essay on “Analyze, Don’t Summarize” by Michael Berube Essay

Berube analogize student’s essays and watching sports commentary on ESPN, because students tend to summarize in their essays instead of analyzing it. Berube uses an example as to what he is trying to explain that the world of sports is metacommentary and no one actually summarizes on how the game is being played. Instead they analyze, they just point out the important part of the game. In the tenth paragraph he quotes â€Å"Well, Tony let me point out that last night, the Red Sox swept the Tigers and crept to within three games of the Yankees.† And then he quotes that â€Å"†¦I’m just pointing out that the Sox won 3-1, on a four hitter by Schilling, while the Yanks blew another late-inning lead.† Page 304 Berube uses this comparison to explain that no one summarizes the sports because no one in the sports world confuses summaries with analyses, meaning that he discuss the importance of what a thesis should look like. He quotes that â€Å"†¦When I tell them that an observation is not a thesis†¦Ã¢â‚¬  he wants students to write a paper in which the thesis can be arguable and to bring to the public’s attention, just as sports commentary do; pointing out the essential parts of the game. Berube’s response to student’s writing is to â€Å"Assume a hypothetical readership composed of people who have already read the book. That means that you shouldn’t say â€Å"In class, we discussed the importance in the clam chowder in chapter five. But more important it means you don’t have to summarize the novel†¦Ã¢â‚¬  Berube most convincing analogy would be when he quoted the Red Sox won 3-1with the Yankees. He gave two specific examples of what the difference of analyzing and summarizing. What he wants his papers look like. Well he uses the comparison with sports because what he wants his students to know that what he looks for is a paper that catches the pub lic’s attention. He wants main points just as commentators argue about when a game is being played. Berube’s least convincing analogy was when he says that â€Å"sport talks are nothing but an entire entourage of chattering parasites.† What did he really meant if this is what he is trying to compare with his student’s writings and sports. This is why sports monocommentary is supposed to be doing –arguing about the game not just â€Å"Chattering† like he says. The author expresses the difference between analyzing and summarizing simply by contradicting himself with the rest of the essay, because he mentioned he wants his papers to be arguable just as sports talks should be. Berube says  that sports talks’ analogy is useful simply as a handy way of distinguishing between summary and analysis. â€Å"When a student paper cites textual evidence so compelling and unusual that it makes me go back and read passage in a question (good!) †¦Ã¢â‚¬ he quotes and a â€Å"suggests that a novel conclusion fails to resolve the questions and tensions raised by the rest of the narrative or makes claim that are directly contradicted by the literary text its self (bad!)†¦Ã¢â‚¬  (page 304) The significance of his point that â€Å"an observation is not a thesis means† because a thesis is usually an arguable piece of writing and in most cases factual and an observation is what is perceived by one at the moment meaning only you can base an opinion of what you just saw. In this paragraph Berube emphasizes his point on analyzing, summarizing, and sports talks. The above paragraph shows the author’s black and white thinking about his student’s papers. He believes that there are only two choices; one is the right choice and the other is not, deciding whether you sound right or not, â€Å"I simply know an A paper when I see one.† Audience of Berube’s essay could be anyone, but most likely his students. According to paragraph fifteen, he’s been using ESPN or sport talks as his source to compare it with his student’s essays. As I get to the end of the essay, I realized that Berube wasn’t able to answer his own question. But he was able to successfully compare analyzing and summarizing by giving easy and understandable reasons and resources.

Bshs 332 Ethical Dilemma in the Workplace - 1254 Words

Ethical Dilemmas in the Workplace Michele Wallace BSHS/332 July 10, 2013 Sean Jones Ethical Dilemmas in the Workplace There are many different types of ethical dilemmas in the workplace. For example, conducting personal business on company time, taking credit for other’s work, harassment from coworkers or management, high pressure sales and theft* I have been in the situation to experience each one of these at my former job, Petsmart. Even though they are a large corporate company there are problems that fall through the cracks. Conducting Personal Business on Company Time It clearly states in the employee handbook, â€Å"no†¦show more content†¦These tips would have been beneficial to me in this work situation. These steps are: State the background and context of the dilemma. Identify the main ethical issues causing the dilemma. List possible solutions to the dilemma. Consider the likely impact of each solution. Eliminate the totally unacceptable solutions. Consider which company values are upheld and violated by each of the remaining solutions. Identify your solution, state it clearly including why it is best, then justify and defend it against criticism (Mhonderwa, 2012). High Pressure Sales One of my biggest complaints as an employee at Petsmart was the enforcement of high pressure add-on sales in the grooming salon. The managers would make large bonuses if we met the weekly sales goal, aka weekly plan. Corporate office would send a sales plan for the week. If we did not meet the certain sal es amount and add-on amounts we would be written up and possibly terminated. My problem was not with the sales of services we offered, but with the managers forcing us to sell services that the pet did not need. For example, there was a geriatric dog who had no teeth. I was reprimanded for not selling a teeth brushing package. We were not allowed to accept no for an answer the first two times someone declined add-on services. I live in a rural area with many residents that areShow MoreRelatedWorkplace Ethical Dilemma Essay1301 Words   |  6 Pages+ Workplace Ethical Dilemma Tanya W. Cooper BSHS/332 Professional, Ethical and Legal Issues in Human Services April 16, 2012 Kathleen Roberts Everyday individuals are faced with issues associated with ethical dilemmas. Ethical dilemmas involve an individual’s behavior toward a moral standard, which may have been established from previous generations and passed along. In upholding the standards taught individual may be forced to take a particular action involving a decision when a behavior