Six Glasses by Tom Standage Essay Example for Free

Six Glasses by Tom Standage Essay Throughout history certain drinks have marked a trend that has changed the face of the earth. Each drinks including beer, wine, spirits (distilled alcohol), coffee, tea, and coca-cola have been a catalyst for the development of our society. As a result, the alcohol and the caffeine in the drinks have not only quenched our thirst through history, but have done much more than that; they have helped different cultures intertwine. Each one of them set humankind on a path towards modernity. Six beverages precisely, three alcoholic, and three caffeine marked the tendency; the first beverage to mark a trend was beer that both served as a currency and for political purposes. Later came the Greeks with a fermented grape juice, named wine that with the help of formal drinking parties helped diffuse ideas and thoughts. With the coming of the age of exploration and the discovery of America, raw goods and the distillation process arrived and helped the development of distilled drinks such as brandy, rum, and whiskey which were used as currency to buy slaves and became popular in North America. As alcoholism spread, other people especially professionals looked for that drink that instead of confusing the mind rather promoted clarity. Coffee, the black gift from the Arabs promoted clarity that was what professionals were looking for such a long time. However the emergence of the British Empire as a world dominion helped Chinas flagship drink, tea helped to open lucrative trade routes with the east. Perhaps, the most affluent of all, or at least the one single drink that reached every corner of earth is the carbonated soft beverage called Coca-Cola; Coca-Cola marked the start of the globalization period. Six drinks, six different stories that mark our world today. Beer, the first alcoholic beverage appeared as a result of a change of lifestyle from the humans that migrated from out of Africa. Before, these people were nomads meaning that they life was based on hunting and gathering. However, starting twelve-thousand years ago, Humans in the Near East abandoned the Paleolithic lifestyle and adopted farming rather than hunting and gathering. Beer was not invented but rather discovered since it was found that cereal grain could be stored for a long time a would not be spoiled. With the introduction of beer, people no matter their social rank were able to enjoy a drink that at the time was considered a gift of god. All along the Fertile Crescent people drank beer from the same container. This was considered a mayor development because it showed that beer was both a drink that united social classes, and it was a universal symbol and friendship and hospitality since drinking from the same container through a straw meant that the one offering the drink did not intoxicate the beverage. Beer abundance and invigorating flavors convinced the consumers of making ceremonies to god, whom in their conscience gifted such drink. Beer was used in religious ceremonies, agricultural fertility rites, and funerals by the Sumerians and Egyptians. Beer rich contents cannot be denied. Without such stimulating and rich content, beer would not have the same popularity as it has. When stored for a long period, beer starts the fermentation process. In the Neolithic period, beer was rather drunk much sooner than todays standards. Most people left it fermenting for about a week or less. As a result, the beer drank had a relatively low alcohol content but would be rich in yeast which would provide protein and vitamin, especially vitamin B. The rich contents of beer were essential for the development and survival of early civilizations since vitamin B provided the nutrients meat provided; so when there was a shortage of food, especially meat, people would opt drink beer. Although extremely important for the development of early societies, beer is constantly associated with drunkenness and unclear thinking. Even many scholars consider beer as just a drink that it is used to quench special cravings or just simply to get drunk. However, beer importance in the development of writing is more important than common thinking. The earliest written documents are Sumerian wage lists and tax receipts that were used to record several things; amongst them was beer. Since beer by this time was considered the drink of the common man, beer was used as a form of payment for many people. Some people were given the drink as it is the case during the construction of the pyramid of Giza, and others were given tokens so they could exchange them with beer. Beer importance in the development of our civilized world is often under regarded, especially by those whom believe that beer sole purpose is to get people drunk. Departing from Assyria, King Ashurnasirpar II gave a drink to his guests which aroma and taste was far more refined than that of beer. Even more, this vitalizing drink was not a universal drink for the common man, but was rather a way to show their wealth. As a result, wine development as the next popular drink, especially in Greece and Italy. Wine consists of a fermented juice of crushed grapes. Despite the availability of grapes through human history, wine did not emerge until later since in order to ferment the fruit it is necessary to use a pot. As wine became more widely available, it came to be seen as a social drink as well as a religious beverage. Its main consumption was based on the Near East and the Eastern Mediterranean. Furthermore, its increasing accessibility demised wine as an all elite drink. Despite its high cost, wine is a determining factor for the development of non-barbaric settlements such as Greece and Rome. Thucydides, a Greek writer described, the peoples of the Mediterranean began to emerge from barbarism when they learnt to cultivate the olive and the vine. When wine emerged in the Eastern Mediterranean wine price decreased and it was widely available. As a result, wine became increasingly important especially in the economic sense. Wine was now not considered as just a drink, but rather a form of income. Italys and Greece convenient location helped wine become easy to trade amongst other European and Muslim nations. Therefore, vineyards became prime targets in the Peloponnesian War between Sparta and Athens. Different from beer, old wine was a badge of status; the older the wine, the better. For Greeks and Romans wine drinking was associated with civilization and refinement. Also, wine was also a form to test someones personality. As Aeschylus, a Greek poet said, Bronze is the mirror of the outward form; wine is the mirror of the mind, referring to the ability of a person to speak truth when drinking wine. Some Greek philosophers considered wine as treacherous for the human society; they believed that placing too much power in human hands (wine alcoholic content), could ultimately lead to revolution and anarchy. Wine social is so important that is often undermined. For example there is a Roman story, that once Marcus Antonius sought for refuge  and someone accept it. In order to delight and give tribute to their guest, the house owner sent their slave to buy the most expensive wine, the kind only people such of Marcus Antonius would drink. As a result, the authorities discovered Marcus Antonius as a result of just the wine he drank, marking wine as a social drink. Therefore, wine became a symbol of social differentiation and a rentable way of business. Wines riches and development of trade led to the discovery of America. With the riches of wine European nations now sought more resources and other form of transporting beverages. For voyages such as those to America, wine was not that convenient. Instead in the Spanish city of Cordoba, the distillation process was developed. Distilled drinks provided a durable and compact way to transport alcohol on board ships. The first distilled drink was distilled wine and it was considered a therapeutically drink. Arnald of Villanova, a wine distiller, believed that the true water of life will come over in precious drops, which, being rectified by three or four successive distillations, will afford the wonderful quintessence of wine, he wrote we call it aqua vitae, and this name is remarkably suitable, since it is really a water of immortality. It prolongs life, clears away ill-humors, revives the heart, and maintains youth. As Villanova said, aqua vita godlike powers were tempting for many see king immortality. During the Pre-Columbian period, people believed that drinking a regular dose of aqua vita could improve the functioning human body and mind. Following the discovery of America and the establishment of the European colonies in the Americas, slavery soon out spurted, especially in the Caribbean colonies. In these colonies, especially in the British sugar cane was the main crop. However, in order to obtain the man power to extract the resource, the British sought to exchange Brandy for slaves in West Africa. Europeans soon realized that it was far more efficient to use distilled alcohol extracted from the sugar cane. Rumbullion as it is called was far superior for high seas since it didnt spoil like wine since it had a high concentration of alcohol. Rum was perhaps the most profitable spirits, or distilled drink of all became it is relatively easy to distill and it was also made with the leftovers of sugarcane plantations. Therefore, rum did  not only serve as a way to use the leftovers but it consequently was used as a form of income. Inevitably, rum became the American typical drink, rather than brandy, the British counterpart. Rum was far cheaper then brandy and was made from leftover molasses. Rum amongst the American minds alleviated hardship and provided a liquid form of central heating during harsh winters. More importantly alleviated the dependence of foreign imports. In some cases, rum was so cheap that a one day wage could get drunk a person for weeks. Indirectly, rum triggered the American Civil war. The story goes like this, as the colonies grew economically and constantly became more independent of foreign goods, the British felt that they were losing money from a market that before they controlled in a monopolistic manner. As a result, they decided to put taxes on the molasses, the main ingredient of rum. However, the British felt that they could exploit the Americans and kept increasing the taxes to see if the Americans once and for all opted for brandy. Instead, the number of rum producing factories increased and smuggling molasses became a normal business. During the fight for independence, the American soldiers opted for rum. As Henry Knox said in a letter, Besides beef and pork, bread and flour, Rum is too material an article to be omitted, he wrote, No exertions ought to be spared to provide ample quantities of it. Distilled drinks helped shaped the New World since it served as a form of income and as a form of enjoyment. After the age of exploration, came the Age of Reason where everything was put into contest. No longer were Greek and Roman scientific commonly accepted. As Bacon expressed, There is no hope of any major increase in scientific knowledge by grafting or adding the new on top of the old, referring that in order to develop new thoughts have to be accepted. Along with this advance came coffee, which promoted sharpness and clarity of thought. It became the preferred drink for scientists, intellectuals, merchants and clerks. Coffee instead of relaxing the mind instead sharpened it and was usually drank during the mornings or during continuous working time. Coffee drinkers argued that with alcohol people had a clouded view of the world; therefore, coffee was there to clear it. Coffee success is mainly as a result of the coffee houses. The coffee houses differed from the taverns in which they were often visited by scholars rather than by the common man, and had an environment more tranquil and better to think. Coffee houses were used as information hubs; there you could tell your thoughts of the book you just read, talk about new scientific developments, simply any information you could find in a coffee shop. These were so important that for example, after Hooke demonstrated an improved form of astronomical quadrant a the Royal Society, he repeated his demonstration at Garraways coffeehouse. In a certain manner, coffee helped European nations to develop at a faster rate since with coffee and coffee shops people were able to discuss and exchange ideas amongst them. Even today, coffee plays a major role in keeping our society awake and up to task. Despite its reach, coffee was not able to compete in England with a drink similar to coffee called tea. During the 17th, 18th and early 19th century, British enjoyed its golden reach. As Sir George McCartney described, this vast empire on which the sun never sets. Indeed it was true since Britain had colonies in America, Asia, and Australia, meaning that the sun was always seen in any one of the colonies. Britains reach during this epoch was immeasurable and its power imaginable. However as any other empire they needed a national drink. The British opted for tea that had been invigorating the Chinese for quite some time. As coffee, tea promoted, clear thought and the spread of thought. However tea was not well known in Britain until Catherine of Braganza, the wife of Charles II introduced tea to the English court. As any other mayor power, the citizens view their rulers of examples of what to do, so they inferred that drinking tea was good. Even some scientist said that tea had special powers. Such was the case for Cornelius Bontekoe who said, We recommend tea to the entire nation, and to all peoples! he declared, we urge every man, every woman, to drink it every day; if possible, every hour; beginning with ten cups a day and subsequently increasing the dosage-as much as the stomach can take.One of the most important aspects of tea was its economic factor. The East India Company, the largest at its time recorded that sixty percent of its profits derived from the tea trade. Moreover, ten percent of British tax revenue  derived from the tea. Clearly, teas economic influence is undeniable. With tea, Britain was able to develop settlements so far away, such as that of Hong Kong. Tea influence in Britain colonies helped Britain input more revenue since they created the drinking of tea as away of life. Everyone no matter their social class needed to have their tea at least once a day. As a result, tea was a drink that was s o popular that Britain it spread through the world and became the main association with Britain. Coca-Cola, perhaps the most well known brand in the world is a carbonated drink that was developed from Carbonated Water, or just simply Soda. Coca-Cola was developed by John Pemberton, a pharmacist who lived Atlanta, Georgia. Most people believe that the creation of Coca-Cola was a mistake. However this is false because in fact Pemberton was an experienced medicine producer and while creating Coca -Cola he was trying to find another remedy for stomach ache. While devising the formula, Pemberton added Coca that has a stimulating effect; later he added the koka leaf from Western Africa. In order to put a name for his invigorating, refreshing, quenching beverage he named it Coca-Cola referring to the two main ingredients of the product. Coca-Coca introduced globalization into our minds. Rather than thinking for a single market, Coca-Cola owners believed in mass production and versatility of the product. Advertisements such as, Drink Coca-Cola. Delicious and refreshing, showed the world that the age of reason was light years away and that now it was the dawn of globalization. For Asa Candler the Coca-Cola business turned out to be really profitable. First the product was easy and cheap to produce and people paid a lot for each drink. Following his purchase of the company came the prohibition period; a period were alcohol consumption was illegal in the United States. Therefore, as a remedy people opted for Coca-Cola. As a result, Coca-Cola enjoyed a relative monopoly in drinks. However this hit hard by the end of prohibition when alcohol reanimated its sale. Right after the prohibition, people said, Who would drink soft stuff when real beer and he-mans whiskey could be obtained legally? Furthermore, Coca-Cola was hit even harder with the innovating drink sizes of Pepsi that offer a similar flavor for a reduced price. Coca-Cola globalization was marked when Coca-Cola set a policy that those  fighting the war (World War II) would have a Coca-Cola no matter where they were. The refreshing drink inside that remarkable bottle was so important for the soldiers since it made them feel at home. Also, as people outside the war effort saw the soldiers consuming the drink, they opted to start drinking it. Coca-Cola influence today is undeniable; Coca-Cola is simply globalization in a bottle. Six drinks, each drink including beer, wine, spirits (distilled alcohol), coffee, tea, and coca-cola have been a catalyst for the development of our society. Each one has had its glory period and its place in history without them, the world would not be the same, nor as developed as it is today. From the start of civilization, to today globalize society each drink has played a major role in our development as a civilized world. However, the drink that we have to pay more tribute is water. Through history water has been essential for sustaining human life, but no one has paid respect to such precious item. In less than a century, water will become the transparent oil since only two percent of the whole planets water is drinkable. Although we live in a place where we believe there is sufficient water, there isnt, and we have to face it. In places such as Darfur and other dry places water has become so essential that instead of fighting for diamonds or any other resources; they are fighting for land in order to obtain at least was necessary for survival. If us (the youth), dont stop consuming that much we will have to find another remedy for survival because at its pace water could start lacking in many critical places. In the end, we cannot be self-centered and just think of ourselves, we have to also think of taking care of unacknowledged earth. American Beverage Association History of Beverage Products and Companies. American Beverage Association Beverage Industry News Resources Home. 14 Apr. 2008 . Beverages and Drinks History and Origins of Beverages and Drinks. Inventors. 14 Apr. 2008 . Standage, Tom. A History of the World in 6 Glasses. New York: Walker Company, 2005.

Banking Industry Because There Are Always Information Technology Essay

Banking Industry Because There Are Always Information Technology Essay Recently the Banking business has taken a rather remarkable change in the last few years. There has been a new development, and a precedent of online banking. The Banks allow customers to access everything concerning their financial records online without getting out of the convenience of their own homes. This new development does not only allow immense opportunities for banks to provide to all of its customers needs but it also allows a great chance for hackers to access a greater amount of the customers information. According to an ehow contributing writer Online transfer is a transfer of money from one bank account to another, the actual transfer is done by the bank, and neither the sender nor the receipt of the money sees or touches the actual funds. The reason a bank would want to adopt an online transfer policy would be because the banks are under increasing attack from phishing gangs who send emails to customers purporting to be from their bank, requesting account and password details. The money is then transferred to an account with the bank and typically sent abroad through a money transfer. To support this According to a writer Joe Morgan of Times online one of the biggest banks in Britain Barclays introduced a one day delay for transfers. This delay enables us to carry out checks that seek to prevent fraud. In addition to that the only reason why a bank should not adopt an online transfer delay policy should only be because we live in a global economy, we need to be able to communicate effectively with people, and also in this changing world, each and every day there are several evolutions and revolutions which are impacting the way we work, live, and do things, and also this means immediate satisfaction for many people. In the case study mentioned in the textbook of all the Banks only Barclays bank mentioned the online transfer delay. This allows them to continue to providing additional security but they forget that they have a tendency to lose feedback because several customers expect real time response when dealing with the internet. A bank may choose not to put into practice an online transfer delay, if its customers scrutinize both speed and competence a key factor. In the conference the past week with the article on Building a Collaborative Enterprise, I elaborated on Collaborative enterprises being built on people, process, and technology because it helps an organization become very effective and productive because businesses with good team work produce industrious work. The two primary lines of security defense are both people and technology because banks continue to deal with money they must offer the most highly developed security features to keep their customers finances secure. The difference between the types of security offered by the different Banks; Bank of America, Barclays bank, wells Fargo and company, and e-trade financial corporation mentioned in the case study. I currently bank with Bank of America, and would definitely encourage everyone to open an account with them because they are all over the place that makes it so much convenient and easier having to use an ATM, they have better benefits compared to other banks for example, its free for students no monthly surcharge like other Banks, and also they have a great online service, and international account program. According to our textbook Business Driven: Information system. Bank of America is implementing authentication and authorization technologies such as online computer identification. For example, their site key offers two factor authentication, the customer picks an image, writes a brief phrase as well so that whenever the customer signs in from their personal or a different computer an image and phrase are displayed indicating that the bank recognizes the computer and the customers identity. Wells Fargo company as well as implemented authentication and authorization technologies such as additional criteria, for example, implementing an out-of-wallet which consists of questions that is not found on the drivers license or ATM card. E-trade financial corporation is also implementing authentication and authorization technologies such as digital security IDs, for example, the free digital device displays a new six digit code every 60 seconds which a customer must use to log on. Lastly, Barclays bank is also implementing prevention technologies such as online transfer delays and account mentoring. Additional types of security Banks need to implement, when it comes to both authentication and authorization this entails what the user knows such as the user ID and password, something the user has such as a smart card, and also something that is part of the user such as fingerprint. Prevention and resistance such as content filtering, firewalls. Detection and response such as antivirus software, and also providing a combination of all three types is very advantageous. Three policies a bank should implement to help improve information security, the information security plans must identify and assess risks to customer information, make sure the security and confidentiality of protected information, and protect their information against unauthorized access, loss of data integrity, errors introduced into the system, unauthorized access of data and information. Describe monitoring policies; information technology monitoring is tracking peoples activities by such actions such as number of keystrokes, error rate, and number of transactions processed. An organization must continue to put together the right monitoring policies and put them into practice, the right path for an organization planning to engage in employee monitoring is open communication surrounding the issue. The organization needs to continue educating their employees on whats unacceptable behavior, and the organization will find out that the employees not only become accustomed to a policy but also reduce the burden of the organization by policing themselves.

Harley Davidson :: essays research papers

The purpose of this industry analysis is to develop understanding for Harley Davidson Inc. and the employee owned manufacturer of heavyweight motorcycles. We will focus on some of the distributing of products to domestic and international markets targeting men and women of all ages. The motorcycle industry is made up of five major manufacturers: four Japanese (Honda, Yamaha, Kawasaki, Suzuki), one American (Harley Davidson) and some European companies (mainly BMW of Germany and some other Italian companies). Most companies market their motorcycles and accessories on a worldwide basis. Industry sales of motorcycles were shrinking in the early l990s because of the recession. Three types of products/services are being offered motorcycles, accessories, and financing services. Motorcycles: This is a loose term for some, however we are going to look at that would include motorcycles. Mopeds or scooters (with engines under 125ccwhich are used as an alternative to walking), accounting for about 17% of total motorcycle sales; lightweight motorcycles road bikes, dirt bikes, dual purpose bikes (with engines ranging from 125cc to 499cc), accounting for 51% of sales; sport motorcycles street bikes, and super bikes (with engines ranging from 450 to 749cc) accounting for 13% of sales; heavyweight motorcycles cruisers, touring bikes (ranging from 750cc to 1500cc) accounting for 19% of sales. Accessories: all leading manufacturers produce Aftermarket accessories, such as saddlebags, windshields, custom seats, helmets, and clothing items. Accessories can bring in a large amount of profit but they can also strengthen customer relations and customer loyalty. In order to succeed companies need to do a market analysis of what sales and what the customer base requests. Sales of accessories and parts make up 36% of total retail sales and are a viable area for producers to explore because people want something to differentiate their bikes. In the past, motorcycles were viewed as a cheap means of transportation. By 1992, they came to be viewed as a recreational, or a luxury item. This new perception of motorcycles led to the introduction of more expensive models with higher prices. This led to the introduction of consumer financing, one of the fastest growing service areas in the motorcycle industry. Financing Services: As motorcycle prices increase to above the cost some can afford out of pocket. Many customers are finding a need for financing within the dealership of the motorcycle company. Financing terms and payment arrangements are necessary to succeed and be competitive. The customers of motorcycles can be divided into two categories men and women.

Zoos: Pitiful Dirty Prisons Essay -- essays research papers fc

Zoos: Pitiful Dirty Prisons If you have ever stepped into a zoo, you have stepped into a prison in which the inmates are defenseless and innocent, the sentence is long, and the penalty is cruel and severe. Zoos are not made for educational purposes but for entertainment, they do not benefit animals but push them toward extinction. "Zoos range in size and quality from cage-less parks to small roadside menageries with concrete slabs and iron bars." (Zoos: Pitiful Prisons.) The larger the zoo and the greater the number and variety of the animals it contains, the more it costs to provide quality care for the animals. Although more than 112 million people visit zoos in the U.S. and Canada every year, most zoos operate at a loss and must find ways to cut costs (which sometimes means selling animals) or add gimmicks that will attract visitors. (Zoos: Pitiful Prisons.) Zoo officials often consider profits over the animals' well- being.(Zoos: Pitiful Prisons.) A former director of the Atlanta Zoo once rem arked that he was "too far removed from the animals; they're the last thing I worry about with all the other problems." (Zoos: Pitiful Prisons.) Zoos are nothing more than animal prisons maintained for human amusement, not for education. ("Zoocheck".) Most zoo enclosures are quite small, and labels provide little more information than the species name, diet, and natural range. (Zoos: Pitiful Prisons.) The animals' normal behavior is seldom discussed, much less observed, because their natural needs are seldom met. Birds' wings may be clipped so they cannot fly, aquatic animals often have little water, and the many animals who naturally live in large herds or family groups are often kept alone or, at most, in pairs. (Zoos: Pitiful Prisons.) Natural hunting and mating behaviors are virtually eliminated by regulated feeding and breeding regimens. (Zoos: Pitiful Prisons.) The animals are closely confined, lack privacy, and have little opportunity for mental stimulation or physical exercise. Animals forced to endure such confinement often display abnormal and self-destructive behavior called "Zoochosis".(Zo os: Pitiful Prisons.) Zoochosis is a mental illness; symptoms include pacing, neck twisting, and other repetitive behaviors.("Zoocheck".) &... ...oadside zoos at all costs. If no one visits these substandard operations, they will be forced to close down. Contact PETA and start your own "Zoocheck" program in your local zoo. Zoos claim that they are good for research, but the purpose of most zoos' research is to find ways to breed and maintain more animals in captivity. If zoos ceased to exist, so would the need for most of their research. The key to saving exotic animals lies in saving their habitat, not removing them from it only to be placed in an unnatural and abusive environment.("Zoocheck".) Works Cited Zoo Target of "Bloody" Protest Over African Elephants PETA News Release http://www.peta-online.org/news/basel199.htm Zoocheck PETA's Action for Activists http://www.peta-online.org/library/actionideas/zoo.htm 21, Nov. 1999 Zoos:Pitiful Prisons Campaigns http://www.peta-online.org/cmp/ccircfs3.-html 21, Nov. 1999

The Problem With Modern Education Essay -- essays research papers fc

The Problem With Modern Education   Ã‚  Ã‚  Ã‚  Ã‚  Mark Edmundson provides a graphic portrayal of his opinion of college students and professors. He states that after the baby boom, â€Å"College became a buyers market. What students and their parents wanted had to be taken more and more into account. That usually meant creating more comfortable, less challenging environments, places where almost no one failed, everything was enjoyable, and everyone was nice† (Edmundson 153). Other authors, such as Brent Staples and John Holt also support this opinion.   Ã‚  Ã‚  Ã‚  Ã‚  The belief that college professors are getting soft and students are getting lazy is not a new idea. These thoughts have been progressing towards their current state since the late 1980’s. Brent Staples believes that many college departments, especially those in the humanities, shower students with higher grades in order to keep low-demand classes at the minimum enrollment. â€Å"As a result of the university’s widening elective leeway, students have more power over teachers† (Edmundson 153). For example, at Drexel University, and many universities across the country, they are doing away with tenure and more and more professors are part-time, and have no security in their job. This leads to professors tailoring their instruction to what the student, the â€Å"consumer† wants and needs.   Ã‚  Ã‚  Ã‚  Ã‚  Though the pressure on the professors to lower standards is very strong, there is ...

Real Friendship

Real Friendship Friendship is really hard to find in our lives today, especially in this world because according to us nowadays it is known as the quality or condition of being friends or just simply having a friendly relationship. A friend isn’t someone you randomly meet and know them just for who they are. My belief of a real friend comes as fate. If it is meant to be then it will happen because a true friendship lasts forever through good times and bad times. A friend is someone who is honest and dependable when is needed in certain consequences. That is why I believe in Cicero’s theories of friendship because a friend is someone who: . Thinks alike. 2. Is honest. 3. And understanding. This essay of real friendship focuses on these three main ideas. Thinks alike. I have a friend who is known to be my best friend since kindergarten. She is humorously been my friend for fourteen years and I hope it continues through out life. But the thing about her is that she is very much like me although our lives are very different according to our families and I am very thankful that she has been able to control her life on her own. Cicero says â€Å"A friend is, as it were, a second self† (Cicero, 1971). I consider Cicero’s theory to be right because according to other friends that I have had in the past have never been even close to what I have with my best friend. The ethical idea or the golden rule, â€Å"Do to others as you would have them do to you† (Fieser & Pojman, 2009). Applies to my friend and me because we always treat each other with respect and we don’t talk behind each other’s backs. We treat each other like if we were sisters. Is honest. Being honest is the quality of truthfulness. Honesty is something that should be required in a friendship because you are able to express yourself about anything. I am certain that most people can not accomplish any problems without being honest because if you are not, it just brings more problems into your life. â€Å"Friendship improves happiness and abates misery, by the doubling of our joy and the dividing of our grief† (Cicero, 1971). This quote is very important and meaningful to me considering that my best friend is there for me when I need advice and she is honest with me about it. I would not like for her to be dishonest, due to the choices I can make with her advice, and then she would not be a real friend because I will be making bad choices. In the Core Morality, rule number three is do not lie or deceive. â€Å"Language itself depends on a general and implicit commitment to the principle of truth telling. Accuracy of expression is a primitive form of truthfulness† (Fieser & Pojman, 2009). Honesty exists in my friendship and I really appreciate it now that I know what real true friendship is especially because we are moral to each other. Understanding. To know something or someone you must understand it or them. Just like how I know my best friend, she knows me and therefore we understand each other. I treasure our friendship for the reason that it has last so long and how we are uncomplicated. We rarely have any problems with each other, but when we do have problems we fix them as soon as possible. We do not like to let problems pass by because we do not like to fight or make bigger consequences. We come to an agreement until we understand each other. I really like how we can always settle our disputes unlike other relationships that I had who were so called my friends. â€Å"Friendship is the only thing in this world, the usefulness of which all mankind are in agreement† (Cicero, 1971). Any action taken into our friendship has always been our words and we always depend on the right act. â€Å"A right act that is permissible for you to do. It may be either obligatory or optional† (Fieser & Pojman, 2009). I think we have constantly picked obligatory because it is moral rather than optional. As a result I am happy we are still friends, through thick and thin. In completion, Cicero’s philosophy on friendship is very convincing and true because I never really paid attention to it. It makes you realize a lot about who your real friends are and who are not.

Topshop Marketing Plan

Market OverviewTarget market: The Topshop Corporation focus on the customers of young people, who is between 15 and 30 years old, especially for young females who likes to pubbing, clubbing and have a sense of fun. For this moment, our consumer market niche is not the higher income level but the young people on budget. Customer profile:Our customer profile is young people driven by a need to be fashionable and trendy, they like all trend setting magazines. Our brand also appears to students, professionals, fashion taste makers and high profile A-List stars alike. Competitor profile:The main competitors includes H&M, Zara, French Connection and GAP. These companies are all retailer corporations, which has international business and online retail stores, and larger market shares in fashion retail market comparing with Topshop.Marketing ObjectivesGoals . The objectives can be divided into two parts. Firstly, the Topshop Corporation is focusing on the international business, the recent o bjective is built more than 100 stores all over the world in less than five years to raise the awareness of the brand. Secondly, in order to increase the sales, the Topshop corporation decides to expand their market targeting level, raising the brand position, promoting the cooperation with famous international fashion designer, the objective is to build a international fashion brand with different position of sales.Marketing StrategyYour strategy and marketing mix: [Use this section to summarize the overall strategy and marketing mix (The 8 P’s Product: The Topshop corporation will not change fashion clothing as its main product, but more accessories will be promoted to the market,Place and Timeï ¼Å¡ Price Promotion Process Physical Environment PeopleProductivity and Quality you will use to position yourself within the market to meet your customers’ needs. Whatever your strategy, you goal should be to differentiate yourself from your competitors to encourage customer s to choose your business first.]Action Steps Top 10 Action Steps: [Create a list of the Top 10 action steps that will bring your theoretical objectives (your marketing strategy and objectives) to life. E.g. Finish S.W.O.T. Activity Sheet, complete marketing budget] Background AnalysisThe background analysis should give a snapshot of where you are right now, where you have been and where you want to go. Undertaking this process will help you to define your business's capabilities and find opportunities within your particular market. Finally, defining your core business elements will ensure that your marketing plan and overall business strategy work together seamlessly.Business overview [The overview should cover the nuts and bolts of your business including:The name, structure and date of establishment Topshop is a British multinational retailer which specializes in fashion clothing, shoes, make-up and accessories. It was established in Sheffield, UK, in 1964. Details about the owne rs (their names, roles and levels of experience etc.) What your business is about (your business mission, vision and values) The key business objectives you would like to achieveAn outline of the main products and services sold A financial analysis of your business including sales and profitability A S.W.O.T. analysis of your business to set a line in the sand]SWOT analysisThe strength of the Topshop Corporation is that the owner of Topshop is the  Arcadia Group, which can provide favorable management and strong financial support for its subsidiary company. Moreover, the Topshop brand has take a large market share in the British mainland, the influence of the brand is deep among British people, and it has more than 300 stores nationwide and provides many different kinds of choices in product lines and design variety of products with thousands of looks per season creatively.The weakness of the Topman Corporation is their international market, the company is global, but it has store s only in a few countries worldwide, the market share is poor in US and China which are the two biggest markets in the world. A large number of staff and products make it difficult to manage and increase the management costs. And, big store space lead to weak customer services. On web shopping, there is no detail and size for accessorizes.The opportunity for the Topshop Corporation is the potential market in the oversea market. There are lots of young people in China and US, and they have great purchasing power, which is a good opportunity for Topshop to invest. And compared with other fashion retailers, it is not just targeting at young people, but also white-collared workers and a part of mid-aged persons who follow the latest fashion.The threats are from the competitors like Zara, H&M and French Collection. Like Topshop, they are all fashion clothing retailers, the competitors may have lower market shares in Britain than Topshop, but their sales are mostly from the overseas marke t, and their brands have been accepted by the local people. If Topshop want to expand the oversea market, it is necessary to show its unique features and improve quality and retain low price and good design, and face some limitations from government policies and to know about the cultural and demands of the local environment as soon as possibleObjectives: Vision and mission:The Topshop Corporation is an international fashion retailer, it has over 440 shops all over the world, more than 300 in Britain, which takes more than  50%. For the recent years, the British economy was not very good, so the sell in the mainland was below average. In the age of rapid globalization, technological innovation, population boom, and environmental change, the need of international marketing are pressing. From the topshop international segmentations, we can get the point that the international market has not been fully developed.US, the biggest economic entity in the world, only have four topshop sto res, and the second biggest economic entity, China, only have one. This market shares is not enough in these two countries. Take Zara as an example, we can know the importance to expand an oversea market. The Zara Corporation is a Spanish clothing and accessories retailer, very similarly with Topshop, but Zara opened more than 150 stores in China, almost every big cities in china, and Zara corporation’s sales grew with an amazing speed, and became the leader in the fashion clothing industry.The first goal is named â€Å"explore the new world†, which means the Topshop Corporation is aimed at developing the oversea marketing, especially China and US. The plan for the company is to open 50 stores in China and 40 stores in US in the next five years.The second goal is named â€Å"the social network†, the point is aimed at e-commence. In China, E-commerce is becoming more and more popular nowadays, in the date of 11 NOV and 12 DEC every year, there will be a large dis count online, on those date the sales will be more than 35 billion RMBs, the number is really amazing. The topshop has already had their online stores, and also have international business online, but only takes small shares. Our plan for the company is to build a world level website in different countries, and develop overseas online market.StrategyThere are some steps to finish the strategy, firstly, the advisement.For the customers in China and US, they may not very familiar with the new brand, so a good promotion is very important for Topshop. In the advertisement, we should emphasis our brand is designed for local people, for example, in China, we should highlight that the fashion clothing are designed for the eastern people, and integrated with some local culture cooperate with some famous designers to promote the new product.To open the Chinese market, the first thing our brand needs is to publish Production Promotion Release Conference in the biggest cities in China like Bei jing or Shanghai, and open the first store in the central zone of these cities. In the summer of 2013, US famous fashion retailer brand Hollister open the first store in Salitun, Beijing, which is the popular commercial district in China, and release a fantastic fashion model performance, after that the sales of the store was growing very fast. This movement raised the awareness of the brand and gained more popularity among young people, the topshop may learn a lesson from it.