Insights into Entrepreneurship Research Paper Example | Topics and Well Written Essays - 1250 words

Insights into Entrepreneurship - Research Paper Example The main essence of the modern organizations greatly lies within the specialization of diversified functions. Entrepreneurship is generally understood as the starting up of one’s own business. In accordance with the views presented by economist Joseph Schumpeter, entrepreneurship is essentially the entrepreneur’s initiative and drive for the improvement that results in the change and growth of the farm (Cuervo & et. al., n.d.). Entrepreneur is "a person with leadership, which take risks to exploit certain opportunities, are based more on their forces, develop its strategy based almost entirely by personal interests† (Burdus, 2010). In normal viewpoint, an entrepreneur is a person who creates a business and is ready to endure risk at any point and under any circumstances. They usually are initiative takers and innovative in their approach with an objective to earn profits. Furthermore, it has been ascertained that they are capable of allocating the resources in a u seful manner. Definitions of both entrepreneurship and entrepreneur show their comparisons. Entrepreneurship brings about the origination of primarily a farm or an organization that is created or established by an entrepreneur to continue with trade. Entrepreneurship represents the innovative function. Consequently, entrepreneur is the body that incorporates leadership skills and is capable of taking risks (Gutterman, n.d.). 1.1.2 Start-up Start-up founders are primarily the people who either register a business or simply establish something that might develop into a business. It has been observed that start-up founders are generally the entrepreneurs. The main difference lies between the start-up founders and entrepreneurs is the objective or goal. An entrepreneur commences a start-up business unit with the aim of generating value to stakeholders and shareholders. In order to derive utmost value, ethical and tactical approach of an entrepreneur is of high importance. In case of an entrepreneur of a start-up unit, the motive is constant i.e. financial growth. It has been further observed that failure of any start-up business and the entrepreneur’s fate are very closely related (Tenner, 2013). 1.2 Characteristics of an Entrepreneur Fast growing entrepreneurial organizations are in verge of absorbing candidates who continuously demonstrate the entrepreneur characteristics. It can be well observed that these entrepreneurial characteristics set the base of any organization. The various important characteristics of an entrepreneur have been explained in a detailed manner hereunder (Hadzima, 2005). Ability to Deal with Risk It is considered that an entrepreneur must be compatible enough to operate in an effective manner within the environment that is filled with risk. The entrepreneur becomes liable for building up strategies in order to deal with the any kind of risk and uncertainty. Moreover, an entrepreneur also endures the ability to formulate decisions t hat assist the employees in accomplishing the desired goals (Hadzima, 2005). Result Oriented It has been noted that the entrepreneur takes initiative in order to implement certain strategies for getting the work done by the employees. Furthermore, it has also been analyzed that an entrepr

Women and Politics. Today's Women Role in Politics Compare to Essay

Women and Politics. Today's Women Role in Politics Compare to Aristotle View - Essay Example The male counterparts are agreeing to the voice of women and presence in politics. This is due to globalization that currently is eroding former and ancient barbaric cultures that restrained women to the homestead confinements. Generally, the perception of politics and women by Aristotle is remarkably diverse from the current elites who are encouraging women emancipation from male and obsolete cultures (Gurirab). This encompasses women attaining allowance to contend for various posts in politics, which is contrary to Aristotle’s view. Aristotle maintained that the only befitting place for a woman was in the homestead confinements and not in public where men exercised their superiority granted by nature. According to Aristotle’s perception, women lack a place in public and especially in politics, since they are supposed to be at home  caring the household and what the husband possess’. Currently, women have surpassed men in politics by emerging as excellent thro ugh their leadership skills and organization (Adams 342). May be this is out of their natures ability to multitask which was not recognized before by society, which held them in low esteem. The today’s public is acknowledging the presence of women in politics and preferring them especially in the developed states (Dufour & Isabelle 1167). This emanates from the civic education, which encourages females to venture in politics plus the rights that elevate the woman. For instance, Pratibha Devisingh Patil, India’s 12Th leader and first lady to lead government after Abdul Kalam,four years currently. Women have contributed immensely in political and economical advancement, which has paved more emergency of women in high offices (Mandakini et al 20). China’s 200 women hold senior positions in both research and politics, where in 2001 endorsed women state leaders. This exemplifies how women in today’s politics have performed a key role to the extent of winning t heir counterparts trust while in top seats. Aristotle’s argument regarding woman in politics and her role are quite diverse from what the current woman is doing. He states that woman â€Å"lacks authority†, though in his debate does no expound he implied (Clayton). However, from the former perception and placement he held towards women, this implied that women were inferior to men. Hence, woman lacks the necessary assertiveness to incline men undertake certain responsibilities. His conclusion to low esteem of females might have emanated from the Greeks perception held against women; where at 13 years girls were already wives (Newman 46). This deprived women chance in education and made them not having adequate knowledge that will catapult them in the political arena. The lack of adequate education and knowledge made woman still belief that she was inferior and cannot do anything without the husband's consent. Aristotle defines the liaison amid the husband and the wife closely as that of master and slave (Ford 9). Here, the woman has to incline at husband’s command together with the small girls in his house. Mainly, the woman’s role was home-based in ensuring the man was happy together with the children. Aristotle’s argument finds support from the Greek barbarians who still held similar outlook (Aristotle 17). However, the barbarians blame Aristotle for not distinguishing clearly amid slave and the woman. Since, he sometimes contradicts himself when he states that; â€Å"for any state to experience happiness, the woman must be happy.† This brings confusion regarding what is the exact relationship amid the couples and what level of education Aristotle proposed for women (Aristotle 17 -25). Since, this issue tends to shun what women leaders currently are

Personal factors Essay Example for Free

Personal factors Essay Factors that affect the personal influences will be the age and stage at the life cycle, lifestyle, occupation, economic status, and personality (Bowens,et al, 2003). Marketers usually target a certain lifecycle stage or a certain age bracket for their products. Like Disney movies, merchandise, television shows which are usually targeting children and teenagers. However as the individual mature so are the buying preferences. Once a person acquires a job some purchases are shaped by that job like clothing, personal articles like bags and shoes. Also these purchases will be further fashioned by the income the person gets from the job. Some companies make their product income-sensitive by offering the same product in a different packaging or smaller size budget packs to be able to fit in certain income brackets (Marketing – Consumer 2008). Marketers are also concerned with how money and time are used by consumers or their lifestyle. This is to be able to know how to favorably present their product to their target consumers. Moreover, the personality of the person also comes into play in purchasing products. Usually, personality is how others perceive the person in socialization with them. However individuas also have their own version of personality called self-concept. This self-concept could be the same or different from the opinion of others. Advertisers use this idea in selling high-end cars to middle class consumers who wanted to project luxury (Principles of Marketing 2008). 2. 5. 4 Psychological Factors Motivation, perception, learning and attitude are the psychological factors that marketers look into to be able to develop better advertisements for their target consumers. Every person has needs that need to be fulfilled. These needs will transform into motives when the need becomes a powerful force that will compel a person to act (Consumer Behavior 2008). There are several theories about human needs but the most common is Maslow’s hierarchy of needs theory. Figure 3. Maslow’s Hierarchy of Needs Source: Chapman, 1995 According to this theory each need is hierarchical. One must fulfill the lower need before moving to the higher level. In addition if the reason for fulfillment of the lower need is gone the individual will not have the reason to satisfy the higher needs. For instance, a worker who is sick (safety needs) is not expected to perform well (esteem needs) (Chapman 1995). Now that the consumer is motivated to act upon the need his/her perception how he/she will act. Through perception a person creates an image of the world in his/her mind. This concept is essential to face-face transactions (Bowens, et al. 2003). Take for instance a salesman who speaks slowly and stutter, he could be perceive by the customer as someone is not an authority to the product and could lose the sale. Through our actions we experience the world and through these actions we learn. A person learns from past experiences or through thinking and things that we learn could modify our behavior or actions (Consumer Behavior 2008). Actions with positive outcome are usually repeated – repeat purchases – while actions with negative outcome are not (Marketing – Consumer). As this process cycle, doing and learning, individuals develop beliefs and attitudes. Beliefs are ideas about something that an individual holds as the truth (Marketing – Consumer 2008). While attitude is the constant position of an individual about a certain object or idea (Bowens, et al 2003). Companies use these concepts to be able to develop brand images based on consumers’ beliefs toward the company. Then try to fit the product to the consumer’s attitude rather than changing it.

The Afghanistan War With The Soviet Union History Essay

The Afghanistan War With The Soviet Union History Essay The Afghan War changed the Soviets leaderships policies of using armed forces to impose political decisions, and additionally it is important to understand the culture and geography in order to better understand the victory of Afghanistan. Preceding the attack on Afghanistan in late 1970s the Soviets had previous success with invasions. Their strong successful power was shown in Ukraine (1945-1951), East Germany (1953), Hungary (1956) and Czechoslovakia in (1968). The Soviets invasion in Afghanistan was a repeat of 1968 and also similar to the Vietnam US War. The Soviets main idea to invade Afghanistan, encountered several problems which kept them in Afghanistan for over nine years, predating both the coup of 1973 and the April revolution also known as Saur revolution; seizing power from Daoud. This revolution occurred in 1978 after the death of the Parcham which was a name given of one of the factions of PDPA. The PDPA (communist peoples Democratic party of Afghanistan), was divided into two factions in 1967; the Khalq and the Parchem. The PDPA was under the Khalq faction, who wanted to include womens right, although strong Islamic believers did not agree, and the Parcham was a move toward socialism. The PDPA assisted Daoud to take power over Sahir Zhah, setting off the coup. Soviet were supporting Parcham because they believed that Afghans werent developed enough to undergo communism. The PDPA eventually collapsed and Nur Mohammad Taraki, Babrak Karmal, and Hafizullah Amin overthrew the regime of Daoud, and renamed the country the Democratic Republic of Afghanistan (DRA). April 1973, Minister Daoud took power over his cousin who was the king and became President of Afghanistan. Little did he know that six years later in April 1979, he would be overthrown by a communist groups engineered by army and air forced officers who had studied the Soviet Union (Grau, W. L 2004, p.136) .Although, in 1973 Daoud Khan came to a violent end, there was an enormous military attack in Kabul and with the help of Afghan military they killed Daoud and family members. It all began following this military coup, which the communist peoples Democratic Party of Afghanistan were heading. During his rule Daoud eliminated all communists from the cabinet and began legislation to ban communist parties in Afghanistan. In December 1979, Muslim guerrillas emerged resisting to follow the coup, leading to Soviet troops moving into Afghanistan setting off an international crisis (Grau, W.L. 2004, p.134). The Soviets were invited into Afghanistan to help fight the rebels who were so power ful and resisting this regime of communism, officially installed April 27 1978. The coup led pro Soviet Armed forces in, who installed a Marxist government under the leadership of Noor Mohammed Taraki. Rebels in Afghanistan were resisting this new Marxist government who were anti religion. Marxism was mainly a dispute between socialism and capitalism. In 1979 Amin, who later became Prime Minister, assassinated President Taraki. The Prime Minister, Hazifullah Amin, tried to take out Muslim traditions, but the country as a whole had strong Muslim beliefs making this a lot harder to sweep aside. Amin was also a leader of a government who rejected religious beliefs and arrested thousands of Muslims. This caused thousands of Muslims to join the Mujahideen a guerrilla force on a holy mission for Allah (Hughes, G. 2008, p.336) who wanted to overthrow those who supported Amin. The Mujahideen were great opponents to this, accounting for seventy-five percent of Afghanistans populations and th e second most powerful military power there was absolutely no way they were going to allow religion to be swept away over communism. This outrageous attack took place on Christmas Eve as Soviets were well aware that Western governments were not prepared to attack. Soviets seized the salang tunnels, key airfield, key government and communications sites in Kabul They occupied the main cities and expected it to all finish right then and there. The overall suffering that the Soviets caused on Afghanistans during the War was more than Germany on the Russians in World War II. Furthermore they killed Amin bringing into power Babrak Karmal as president. It quickly became evident by mid 1980 that the Afghans were incapable of defeating the Mujahideen, and supporting a communist party in Kabul. Building socialism was illusory. This touched upon the Russians, who were now in Afghanistan claiming they were invited and that they were there to support the Amin government. The Soviets ideology took a lot longer than planned. Ideally the Soviets planned to send in the Red Army to take over or at least change political and economical domination (Hughes, G. 2008, p.333). Their concept for military occupation of Afghanistan was based on stabilizing the country by garrisoning the main routes, major cities, airbases and logistic sites. Providing logistic, air, artillery and intelligent support to Afghan forces; accepting minimal Soviet casualties; and strengthening Afghan forces (Grau, L.W.2008,p.3), so once the resistance was defeated, the Soviet Army could be withdrawn Quickly within months Afghans armed themselves ready to attack the personal and the entire population in Kabul were chanting God is great, emphasizing their strong Muslim beliefs. In 1980, President Reagan administration supplied Afghan rebels with stinger surface- to-air-missiles, which substantially reduced the effectiveness of Soviet airpower in the war (Kalinovsky, A. 2008, p.384). These missiles were being launched up to take down helicopters, and they were mounted up on the shoulders of the soldiers. In 1986 Karmal resigned and Mohammed Najibullah took power. The Afghan War fought under four general leaders who went through the process of leadership throughout the invasion in Afghanistan coming to realise that they were unable to defeat the Afghans; Brezhnev, Chernenko, Andropov and Gorbachev. Brezhnev, who was in power in 1970 and was an important political figure for the Soviet Union, until his death in 1982, was the one lead communism to Afghanistan. Prior to 1970 there was the Brezhnev doctrine which stated When forces that are hostile to sociali sm try to turn the development of some socialist country towards capitalism, it becomes not only a problem of the country concerned, but a common problem and concern of all socialist countries. The doctrine was also to justify the soviet invasion in Czechoslovakia, and Hungary, Furthermore to put an end to democratic liberalization. Many treaties were signed, although they were so broad that they even used these principles to justify their military intervention in Afghanistan in 1979. Mikhail Gorbachev became leader of the Soviet Union in 1985 and neither him nor his people in the government, were party to the decision to invade Afghanistan in 1979 (Kalinovsky, A. 2008, p.388). These decisions were taken into account before with the general leader Leonid Brezhnev, who was in favor of limiting interventions only to maintain independent but openly pro Soviet Afghanistan. Brezhnev was not taking orders from Moscow and that is when they took him out of power and put their own candidate in power, and used an adverse intervention to aid the DRA, to fight against the Mujahideen as a cover and the Mujahideens then began a Holy War. The Mujahideens with time were becoming more equipped with modern weapons. They were becoming smarter as to how to fight the Soviets and didnt leave it easy for them. Receiving new and more powerful weapons they adapted to Soviets strategies; learning how to shoot down helicopters. Gorbachev since October 1985 started pressing Karmal to change party policy and abandon communism and form a government in which included elements of the opposition (Kalinovsky, A. 2008, p.384). Although, two years later in 1987 the situation finally became clear to Moscow that it was more serious than they had thought. Soviet leaders were becoming aware that their plans for saving the Democratic Republic of Afghanistan government, was insufficient (Kalinovsky, A. 2008, p.384). This became one of Gorbachev worries, and that was how the Soviet Union would be looked at in the Third World if the DRA regime was to collapse. They were failing to defeat the Mujahideen, and couldnt believe the power Afghanistan had overcome. In Hungary and Czechoslovakia they had it a lot easier. The Soviets had been trying to influence Afghanistan ideologically and economically and they were not ready to be destroyed. Gorbachev needed to make it clear that they were serious about their withdrawal. He point ed out that the USSR wanted to be neutral in Afghanistan and did not need to maintain military bases. He knew at this point that withdrawing troops within twelve months would be feasible (Hughes, G. 2008, p.333). Soviets leaders tried to find many ways to withdraw from Afghanistan without undermining Soviet status. Gorbachev was willing to sacrifice his long standing position as a leader to stop the supply and arms to the Afghans. The USSR also insisted that by occupying Afghanistan, Moscow would secure advantages over Pakistan and Iran. Moscow coerced Afghan into signing papers under the UN auspice that April 14 1988 the Soviet army would withdraw. During this time Pakistan and Iran were providing aid to the Mujahideen, and other place like the US, China, Britain, France, Saudi Arabia, Egypt and United Arab Emirates began funnelling military and humanitarian aid through Pakistan. It was Pakistans best interest to support the Mujahideen who would never accept the Soviets presence (G rau, 2004). The war in Afghanistan left the country with many political, economic and ecological problems. More than 1 million Afghans died in the war and 5 million became refugees in neighbouring countries. In addition, 15,000 Soviet soldiers were killed and 37,000 wounded. Economic production was drastically curtailed, and much of the land lay to waste (Hughes, G. 2008, p. 342). The CIA provided Muslims between 1986 and 1988 with approximately 1,000 of the missiles. After the Soviet Union withdrew from Afghanistan in 1989 in a humiliating defeat, the Afghan government continued to suffer attacks from the Mujahideen who were never going to accept the idea of bringing in Soviet troops to throw away their religion. The Afghan government received funding and arms from the Soviet Union until it collapsed in 1991(Grau, W.L. 2004, p.134). Furthermore once the Russians withdrew the US government demanded the return of the weapons, although the response they received by the leader of the I slamic party at the time Yunis Khalis was We will not return the stingers, we need them the most (Prados, J. 2002, p.471). There was then a long process from the US to get back their missiles and they were buying them back for twice the amount, although in 2001 they still believe that 100 to 200 stingers are in the hands of Afghans. Today the Afghanistan War with the Soviet Union has been studied to prove that it led to a major rise of Islam. The following section which elaborates on concerns society has about contribution to Afghanistan and furthermore it will also look at how the US views Islam in todays society. The invasion of Afghanistan by the Soviet Red army in 1979-1989 consisted of the US supporting the Mujahideen once again but here against communism. This is where Khalid mentions in his article, how Bin Laden was fighting against Soviet Invaders; US supporting and training Bin Laden. But it had also been an argument that the Muslims were a threat to Western Christendom long before they became a problem (Khalid, A. 2007, p. 128). Furthermore it raised the question of necessary enemy. Osama Bin Laden was working against the Soviet invaders, during the invasion in Afghanistan and when the Talibans came to power. Bin Laden was originally receiving training from the CIA, who later handed him over to the Is lamic fighters. In an article by Oleinik, he views the Afghan war from different perspectives, not only a geopolitical one and military issues, but he observes that there was an important economic factor with regards to the oil and gas industry. The Soviet Union had an interest in exploitation of gas in Northern Afghanistan (Oleinik, A. 2008, p. 289). Afghanistan is a very important country connecting Pakistan and India with rich oil and gas. Another problem was the Soviets realizing the Taliban controlled most of the country. Despite the economic factors, the Soviets were engaged in many reforms in Afghanistan, they assisted in training, and in building the police, army, the government and educational systems. The Soviets contributed to a large role in Afghanistan. They created an Afghan syndrome (Prados, J 2002, p. 469), and for them in was a turning point in 1986 when the US supplied air-missiles. Afghanistan declaring victory will remain in history. Most political and economic issues have been ignored for many years, but recently after the attack in New York in September 2001, there are numerous rumors saying that the US created Al-Qaeda. Al-Qaeda is an Islamic group which was founded in the time of the invasion in Afghanistan 1988 and late 1989. They are formed mainly of Sunni Muslims, and a stateless army in which the majority consider them to be a terrorist organization. Despite the fact of false beliefs which indicate the US and allies created Al-Qaeda, there is absolutely no evidence to prove this, although it is typically ironic how the US does view Islam in todays society. The US since the 1980s always backed up the Afghan Mujahideen, however in the late 1990s America strove to overthrow Taliban Regime, which mostly belonged to Majahideen. The US had always followed a sort of double standard relationships with Islam, although terrorist attacks have openly presented an opportunity for Washington to attempt to constrain the emerging international system as a whole, to focus it on the issue of anti-terrorism (Yazdani, E. 2008, p. 44). The main issue that has affected the US global policy is the terrorist attack on 9/11. It first began with President Bush who tried to identify a fight, although it was quickly focused against the Muslim and Non Muslim world. This point ended up stating that America considered being supporters of terrorism. This therefore created possible links between the Al-Qaeda terrorists in Afghanistan and some groups of the Islamic world in Central Asia made these parts a US security priority (Yazdani, E. 2008, p. 47). Bush at this time proclaimed that the evidence they had gathered was pointed towards an affiliate terrorist organization, and that the leader was Osama Bin Laden. He also linked other organizations in other countries including the Egyptians Islamic Jihad and more. The US seems to be fighting against authoritarian governments of some Islamic nations, and in other ways the US shows that they are supporting cruel and dishonest monarchies (Yazdani, E. 2008, p. 40). In other words the re is a lot of controversy regarding the invasion in Afghanistan and the US creating Al-Qaeda. Main argument was that they trained Bin Laden for these attacks and there has not been any substantial evidence despite the links they have previously made. The Afghanistan War till today is seen as an event in time where the Soviet leaderships policies of using armed forces were taken into account while invading. The Soviets did not use any armed forces to attack or tragically destroy a country like the Atomic Bomb dropped in 1945 by the Americans. Although the Soviets at the time were incapable of defeating the Mujahideen for example and they were in possession of serious armed forces, the Afghan War made them consider their political powers. The Soviets were considered throughout history to be the most powerful army having the Red Army in power, and they defeating the German Nazis which was a huge defeat. When Gorbachev made his final decision to withdraw, he did know however that it was important to keep authority and power, because his own people and the outside world. He explains how difficult, long and painful this process was and he wanted to refrain from public embarrassment. The Mujahideen brought upon the Soviets tough opponen ts, which they knew they were unable to defeat, although they did not want to underestimate their powers. The Afghan War left Afghanistan with a tragedy they will not forget. Furthermore in todays society the Afghanistan War has left many with doubts of this war creating Al-Qaeda and terrorism, and the US being the main focus, causing the attack in New York on September 11, 2001. Today many believed that within the next twenty years or so the US will become seriously involved with a guerilla War. The US remains in Afghanistan, creating a larger risk of setting off a crisis. The Afghan War furthermore demonstrated that regardless of any lessons in past history, there is no army however sophisticated, well trained, material rich, numerically overwhelming and ruthless can succeed on a battle field if not psychologically fit and motivated for the fight (Grau, L.W. 2008, p.10). The Soviets greatly determined this statement, and the Afghans proved it right. Winning a war consists of moral qualities, strong faith, stubborn determination, individualism and unending patience (Grau, L.W.2008, p. 10). Word Count: 3290

Macbeths Weak Mindset, Lust for Power, and Quest for Blood in Shakespe

In the story of Macbeth the character Macbeth is portrayed as an honest and trustworthy man. In the beginning of the story Macbeth meets three witches that tell him that he will be the Thane of Cowdar and eventually become King. Essentially Macbeth does not believe this and ignores it. Macbeth tells his wife about the series of events with the witches and his wife begins Macbeth’s quest for all power. In the story Lady Macbeth is the force that provokes Macbeth to commit all of these evil deeds. In the story it is easily noticeable that Macbeth can be convinced to do just about anything, but after he is no longer being convinced to do these acts it is realized that Macbeth has a lust for power, a quest for blood, and a weak mindset. It could not be more obvious that Macbeth had a weak mind-set in the story of Macbeth. It is first noticed when he begins to take into thought what the three witches told him about being king. It is also noticed when he lets his own wife convince him to murder King Duncan to acclaim the throne. Essentially Macbeth does not want to kill King Duncan, but due to some persuading words from his wife Macbeth kills Duncan and regrets it terribly. After Macbeth murders King Duncan his wife has to consol him and make him wash the blood from the murders off of his hands. Furthermore, Macbeth shows off his weak mindset by allowing his mind to become a vicious murderer. The weakening of Macbeth’s mind seemed to begin around the time that King Duncan announces that his son Malcolm is heir to the throne and this is when Macbeth begins to ponder murder. Mainly until act four it is Lady Macbeth who dominates over Macbeth. In the story Lady Macbeth repeatedly pushes Macbeth into doing things he knows is wrong and doe... ...tp://web.ebscohost.com/src/detail?vid=11&hid=104&sid. Griffin, Gillian. "Lady Macbeth's Daughter." Booklist 1 Aug. 2014: 56. General One File. Web. 17 Dec. 2014. . "'Macbeth,' MN." Back Stage, National ed. 27 Aug. 2014: 25. General One File. Web. 17 Dec. 2014. . Stuckey, Connie. "Death of a Valentine." Booklist 1 Dec. 2014: 27+. General One File. Web. 17 Dec. 2014.. Wilhelm, Jeffrey, et al. Glencoe Literature: The Reader’s Choice Columbus, OH: McGraw Hill, 2014. "'Macbeth,' MN." Back Stage, National ed. 27 Aug. 2014: 25. General OneFile. Web. 17 Dec. 2014. .

Fallen Innocence in Mary Shelleys Frankenstein Essay -- Frankenstein

Fallen Innocence in Frankenstein      Ã‚  Ã‚  Ã‚  "All things truly wicked start from an innocence." Ernest Hemingway (1899-1961)      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The Creature was not born evil.   Nor was his corruption his fault. He was born innocent, without fault or sin.   The Creature was turned to a Monster after he learned of humanity, and what a cold, cruel thing it can be.   He was shunned, beaten, chased, and persecuted by those who did not understand him.   The Monster then turned bitter and vengeful, and hated his creator for giving him life.   In Marry Shelly's Frankenstein, The Creature symbolizes fallen innocence, his childlike naivete stripped away by the cold, uncaring world.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The Creature was truly innocent after his creation.   At first, he knew nothing but base urges and desires.   He was confused buy his senses, unable to distinguish between them.   He only took clothes to shelter him from the bitter cold, not because he was shameful.   He did not even remember his first meeting with is creator.   All he desired were basic animal needs.   He hunted for fruit and nut to stop the pangs of hunger.   He slept in the forest under the stars.   He sought meager shelter to keep him dry.   These were all he desired before he knew of man.   Only after silently observing a family for months did he learn of the ways of mankind.   He became self-aware and learned common knowledge.   He tediously acquired a written and oral language.   Then he yearned to meet his benefactors.   For years after his creation, the Creature was innocent.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Throughout his bitter life, the Creature was dealt one blow from humanity after another.   After spending time in the cold, wet woods, he sough... ...ined in the wilderness, the Creature would have retained in virtue.   However, once he was brought into the world of man, he slowly became a diabolical demon.   He became bitter as he realized what he was, and as humanity shunned and beat him.   The Creature was not evil, but he was more like Adam, who tasted of the Tree of Knowledge and opened his eyes to his world, and was then cast from the blissful paradise of innocence. Works Cited and Consulted Botting, Fred. Making monstrous. Frankenstein, criticism, theory. Manchester University Press, 1991. Mellor, Anne K. Mary Shelley. Her Life, her Fiction, her Monsters. Methuen. New York, London, 1988. Shelley, Mary. Frankenstein or the Modern Prometheus. Edited with an Introduction and notes by Maurice Hindle. Penguin books, 1992 Spark, Muriel. Mary Shelly. New York: Dutton, 1987. Fallen Innocence in Mary Shelley's Frankenstein Essay -- Frankenstein Fallen Innocence in Frankenstein      Ã‚  Ã‚  Ã‚  "All things truly wicked start from an innocence." Ernest Hemingway (1899-1961)      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The Creature was not born evil.   Nor was his corruption his fault. He was born innocent, without fault or sin.   The Creature was turned to a Monster after he learned of humanity, and what a cold, cruel thing it can be.   He was shunned, beaten, chased, and persecuted by those who did not understand him.   The Monster then turned bitter and vengeful, and hated his creator for giving him life.   In Marry Shelly's Frankenstein, The Creature symbolizes fallen innocence, his childlike naivete stripped away by the cold, uncaring world.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The Creature was truly innocent after his creation.   At first, he knew nothing but base urges and desires.   He was confused buy his senses, unable to distinguish between them.   He only took clothes to shelter him from the bitter cold, not because he was shameful.   He did not even remember his first meeting with is creator.   All he desired were basic animal needs.   He hunted for fruit and nut to stop the pangs of hunger.   He slept in the forest under the stars.   He sought meager shelter to keep him dry.   These were all he desired before he knew of man.   Only after silently observing a family for months did he learn of the ways of mankind.   He became self-aware and learned common knowledge.   He tediously acquired a written and oral language.   Then he yearned to meet his benefactors.   For years after his creation, the Creature was innocent.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Throughout his bitter life, the Creature was dealt one blow from humanity after another.   After spending time in the cold, wet woods, he sough... ...ined in the wilderness, the Creature would have retained in virtue.   However, once he was brought into the world of man, he slowly became a diabolical demon.   He became bitter as he realized what he was, and as humanity shunned and beat him.   The Creature was not evil, but he was more like Adam, who tasted of the Tree of Knowledge and opened his eyes to his world, and was then cast from the blissful paradise of innocence. Works Cited and Consulted Botting, Fred. Making monstrous. Frankenstein, criticism, theory. Manchester University Press, 1991. Mellor, Anne K. Mary Shelley. Her Life, her Fiction, her Monsters. Methuen. New York, London, 1988. Shelley, Mary. Frankenstein or the Modern Prometheus. Edited with an Introduction and notes by Maurice Hindle. Penguin books, 1992 Spark, Muriel. Mary Shelly. New York: Dutton, 1987.

Marketing Energy Drinks to Americas Youth Essay

As I started collecting information for this paper, I soon realized that the energy drink industry is a very small (18 percent) part of the beverage industry, but a very dominant part to say the least. Interestingly, the major players in the industry, Monster Energy, Red Bull, and Rockstar, have intentionally veered away from the conventional mediums used to promote products. They instead have chosen marketing mediums that appeal more to their target markets and the â€Å"live life on the edge† lifestyles that they live. Monster for example, shies away from mass market advertising; instead they focus all of their sales efforts and marketing muscle on sponsoring action sports athletes, artists and musical, events and tours. All of this ties in with the company’s overall philosophy that Monster isn’t just a beverage, but a lifestyle brand (Landi). â€Å"The key is for us (Monster) to retain what we do best, which is marketing in an unconventional way and keep that feel for the brand,† said Rodney Sacks, CEO of Hansen Natural Corp. â€Å"Monster is all about action sports, punk rock music, partying, girls, and living life on the edge† (Landi). The companies that produce energy drinks are using the current popularity of action sports such as motocross, skateboarding, BMX, etc. , to showcase their products and to further brand awareness. It’s not coincidental that the demographic that participates in these sports and idolizes its professional athletes are also the same demographic that consumes energy drinks. You’ll see very few TV commercials or print ads promoting energy drinks but when you turn on the ESPN produced X-Games, just about every athlete participating is sponsored by Red Bull, Monster, or Rockstar. John Lee, director of sports marketing for Monster Energy Drink says, â€Å"We don’t do print ads or television. We strictly have promoted our brand through athletes and the events that the athletes compete in. † With our current generation (Gen – Y) of young Americans being the first to really grow up with the Web, it is important for marketeers to embrace the use of the internet as a vital marketing tool and communication medium (Ness). â€Å"This group has a lot of lifetime ahead of them and that makes their Lifetime Value (LTV) high for marketers,† says Greg Ness, Chief Strategy Officer, Burst Media. Ness was also quick to point out that, â€Å"one-third of current college students spend 10 or more hours online per week and one-fifth spend 20 hours or more online. † Ness concludes, â€Å"Their time online exceeds the amount of time they are spending watching TV or listening to the radio. † Monster has recently starting using the internet as a recruiting / marketing tool of sorts when they introduced the â€Å"Monster Army. † The Army is a â€Å"grassroots marketing outreach community that also locates up-and-coming athletes seeking sponsorship opportunities† (Campanelli). In the past few years, more than 50,000 athletes (recruits) have signed up as members of the Monster Army where more than 1,000 of them are currently sponsored through the program. â€Å"It’s been a very successful program, our Army members are out there spreading the word about our products, telling ten of their friends who in turn tell ten of their friends, it’s a snowball effect† (Lee). In addition Monster has also recently announced an exclusive relationship with the Loop’d Network, a social media platform exclusively for online sports communities. The Loop’d Network currently boasts more than 200,000 members worldwide (Campanelli). The history of energy drinks is much deeper than most would imagine. Japan is credited for pioneering the energy drink phenomenon, but the first mass produced energy drink was called Lucozade, and was launched in 1929, in the UK (Research Wikis). It wasn’t until Red Bull, which was first launched in 1987, and introduced the United States to the world of energy drinks a decade later that the energy drink industry really took off (Reuters). Red Bull might have had the first big impact on the market in 1997, but Monster, launched in 2002, by Hansen Natural Corp. has clearly made a strong impression on the market. With its initial market share of 12 percent in 2003, Monster now has a 30 percent hold on the market while Red Bull maintains 25 percent (Reuters). Past portrayals of energy drinks were for the most part all negative as energy drinks are not regulated by the FDA and most contain large amounts of sugar, sodium, and caffeine, among other things. Some brands and flavors have a caffeine content that can range from a modest 50 mg. to an alarming 505 mg. per can (Reissig). For example, an 8. 3 oz. can of Red Bull contains 76 mg. of caffeine which is about twice what a 12 oz.can of Coke contains (LeBlanc). A 16 oz. can of Monster contains about 14 teaspoons of sugar and 200 calories (LeBlanc). So what are all of these â€Å"negative† energy boosting drinks doing to our bodies? A recent study done by Wayne State University in Detroit showed that consumption of energy drinks increased blood pressure and heart rate levels in healthy adults that drank two cans a day (LeBlanc). With all of those negative aspects there must be something good in energy drinks. There is a long list of beneficial ingredients that can be found in most of the energy drinks on the market today. They include; vitamin B-complex, antioxidant vitamins C and E, the amino acid taurine, bee pollen, inositol, glucuronolactone, and herbal extracts from ginseng, guarana, ginkgo biloba, horny goat weed, milk thistle, yerba mate, damiana, rosemary, skullcap, black seed, royal jelly, and white willow, among others (Berry). The overall benefits that energy drinks are said to produce include stress relief, sobering effects, an improved love life, increased stamina, sharper reflexes, heightened alertness, virility, and they’ll stimulate your metabolism (Berry). The demographic that energy drink companies are after is rather broad. While their number one consumer fits the description of a young white male between the ages of 16 to 25, energy drink companies are broadening their marketing horizons and are now looking at men, women, and children between the ages of 12 and 40 (LeBlanc). â€Å"Younger kids see drinking energy drinks as something their parents might disapprove of,† says Jim Karwowski of Power Brands. A market that has yet to be fully tapped into is the female consumer. While the number of female consumers has grown 74 percent over the last five years, women are still considered the minority population when it comes to energy drinkers. Almost 20 percent of men say they drink energy drinks while only 10 percent of women say they do (Francella). I’ll be using information gathered from a number of different research papers as well as reports produced from beverage industry insiders to substantiate my findings on the marketing techniques being used to lure America’s youth into becoming loyal consumers. Method: During this study I coded 60 magazines. I reviewed issues of Racer X Illustrated and Motocross Action Magazine looking for ads from energy drink companies. My goal was to find print ads directly from the energy drink companies themselves that promoted their product. Once found (if found), I would evaluate what the ad was about and what demographic the ad was targeting. I watched and coded 10 TV commercials (via YouTube) in an attempt to figure out if the messages shown were directed towards a particular market. The only â€Å"corporate made† TV commercials I was able to find were from Red Bull and Rockstar. I found a variety of homemade Monster commercials but none that would have been endorsed by the corporate office. With Red Bull, four of the ads were animated and four were of Red Bull sponsored athletes. The two Rockstar commercials were based around music, one having a more psychedelic look while the other had a guitar player helping a stranded woman. My goal here was to evaluate what the ads were about and what demographic the ads was intended for. I reviewed and coded four web sites, three from energy drink companies and one from an action sports promotion company. My objective while evaluating these sites was to see what groups of people, whether it was men or women, and what age range was the information intended for. I found a vast amount of information to dissect and code from companies that are within the beverage industry. These are companies that do product reviews, market analysis, and product introductions, among other things. Two common messages that I repeatedly found in these articles revolved around college kids using energy drinks to mix with alcohol and the overall abuse of energy drinks. My objective here was to get an idea of how many college kids fall into one of these two groups. Although my options were limited due to a lack of documentation from other academic researchers, I was able to find, evaluate, and code information from four other academic research papers. I was able to find these documents after an exhaustive search using Lexis Nexis, Psychinfo, and the Social Science Citation Index via the Joyner Library. I came across a huge inventory of other academic research papers that were based on similar subjects, but to gain access to more than the first paragraph I would have had to sign up for subscriptions and pay fees. I’m hoping that my frugalness will not negatively impact my grade and hope the information that I was able to obtain and evaluate will satisfy the requirements of this paper. While evaluating and coding the different mediums I looked at the overall tone of the material. Was the tone very harsh and bold, which would possibly be directed more towards college aged males? Was the tone very light hearted and fun which would be more appealing to a younger population and/or women? Or lastly, did the ad have some sexual overtones and innuendos which could either be directed at young men or women? Results: Being a subscriber of Racer X Illustrated and/or Motocross Action Magazine for the last 30 years, I have found that I look at many of the ads in those magazines in a rather numb, non-consuming state of mind. I’ve seen the ads so many times that I know all about the companies and their products so I don’t pay much attention to them. To my surprise, after looking at 60 different magazines that were printed over a span of five years, I didn’t find a single ad that was specifically advertising the actual energy drink. I found a large variety of ads that were promoting energy drink sponsored events, but none for the drinks themselves. The majority of the sponsored events were either motocross races, action sports events, or alternative rock concerts (the Vans Warped Tour) and bands (Linkin Park). If I was to describe the age, sex, and race of the attendees of these events it would probably be predominantly 16 – 25 year old, white, males. Although I didn’t find any product ads in the magazines it was nearly impossible to turn a page and not find pictures of riders or motorcycles that didn’t have the name or logo of an energy drink showing. I felt the four animated Red Bull commercials could be perceived as trying to target the very young viewers and the female market as much as anything else. They were light hearted, funny cartoons that weren’t big, bold, and overbearing. The four Red Bull commercials featuring their sponsored athletes were very action packed and intense. They included Robbie â€Å"Mado† Madison jumping his motorcycle onto the roof of a building in Las Vegas, â€Å"B-boy Ronnie† freestyle break dancing, big wave surfer Ian Walsh, and stunt plane pilot Kirby Chambliss. While the animated commercials carried the pitch, â€Å"Red Bull Gives You Wings,† the commercials with the athletes concluded with the athlete saying, â€Å"Welcome to my World, the World of Red Bull. † These action driven commercials were in my opinion made for the thrill seeking male consumer between the ages of 16 to 25. I also found that Red Bull’s marketing plan has the brand pursuing traditional advertising such as TV commercials as its last phase of product market development (Hein). â€Å"Media is not a tool that we use to establish the market,† says Red Bull’s Vice President of Marketing, David Rohdy. â€Å"The idea is to reinforce, not introduce the brand. Only when a market is deemed mature does the company begin a media push,† concluded Rohdy. Red Bull typically creates two new TV spots each year and runs them in their â€Å"mature markets† (Hein). The four web sites that I reviewed and coded were the corporate web sites of Red Bull: http://www. redbull. com/ , Rockstar Energy Drink: http://www. rockstar69. com/ , Monster Energy: http://www. monsterenergy. com/. In addition to the three top selling energy drink brands I also looked at Alli Sports: http://www. allisports. com/ the promoter of some of the biggest action sports series and events in the world. Themes that were consistent with all four of the sites were action, youth, and energy, energy, energy. The Red Bull site was the most clean cut and professional looking site out of the three beverage sites. I’m not saying that the Rockstar and Monster sites were cheaply made, or have an unprofessional appearance, but the Red Bull site looks like something you would present to share holders of the company. It has the least amount of â€Å"boldness† of the three beverage sites, but is packed full of well filmed video clips showing off their sponsored athletes. I don’t know if the fact that the corporate base for Red Bull is in Austria has anything to do with the web sites visual appeal, but it’s definitely a different approach than its competition took. With the look and accessibility of this site and its features I felt like it was geared for an older more mature audience. I didn’t see the sight selling the sexual appeal of women as much as I did on the Rockstar site. I think Red Bull’s site would appeal to both men and women ages 15 to 40. The Rockstar site was definitely the edgiest of the three beverage sites. Just on the home page alone you see ads for mixed martial arts fights and heavy metal concerts that the brand is sponsoring. If you look further down you can watch a short video clip of five beautiful, big breasted women posing on motorcycles and race cars. There’s also links that talk about the variety of products they offer as well as links to the various music and sports events that they sponsor to include the sponsored bands and athletes that participate in those events. I felt that the Rockstar site was definitely geared for young, white, males, ages 15 to 30. Overall I thought that the site had a very harsh tone to it and women probably wouldn’t appreciate it. With a mix of the fighters and rock concert promotions flashing on the screen a viewer might even feel some rage building inside while viewing the site. The Monster site was all about speed. The home page had a constantly changing look that showcased many Monster sponsored racers. The site overall was neatly laid out. It didn’t have as clean and crisp of a look as Red Bull had but it wasn’t as busy as the Rockstar site was. The site was easy to navigate and was very appealing to the eye. I feel the overall look of the site and the message that it gives was directed more towards the young, white, male between the ages of 15 and 35. The site is very dark, as the background is black, and has a hardcore feel and tone. I think women might be turned off by that. One feature on the Monster site that is inviting to a broader fan / consumer base is the Monster Army. I think the idea of being a part of something is a selling point for many of today’s youth. I think the Monster Army is an appealing environment for both sexes with an age range of 12 to 40. The Alli Sports web site focuses on the promotion of the action sports events that they promote. Although Alli Sports doesn’t have direct sponsorship deals with any of the leading energy drink companies, all of the athletes that are sponsored by those companies participate in Alli Sports produced events. The same demographic that participates in BMX, motocross, wakeboarding, skateboarding, and other alternative action sports that Alli promotes also consume energy drinks. I feel the Alli site is geared more towards the fans of action sports which could be male or female between the ages of 12 and 40. It’s a very bright web site and has a low key and fun overall tone to it. Both the articles I found from industry insiders as well as the academic research papers that I found voiced similar issues and concerns. One issue of concern and importance addressed the use of energy drinks by college students. I was unaware of the fact that many energy drinks are on the list of nutritional supplements banned by the NCAA. Caffeine is a stimulant and college athletes will fail a drug test if the concentration of caffeine in their sample is 15 micrograms per milliliter. That would be the equivalent of slamming five to 10 cups of coffee before a game (Moritz). Another concern that researchers have is the increasing number of college students that are consuming alcohol mixed with energy drinks. In the fall of 2006, 4,271 college students from 10 universities in North Carolina were surveyed about their consumption of energy drinks, alcohol, and the combination of the two. The results of the survey showed that 697 of the students had consumed one or more energy drinks within the last 30 days, and one-quarter of the students said that they mixed alcohol and energy drinks. Looking at the amount of energy drinks consumed by the two sexes it was discovered that men drank on average 2. 49 energy drinks per month while women drank 1. 22 drinks per month. Students who were young, male, white, intramural athletes, and fraternity members or pledges, were significantly more likely to drink energy drinks that those in other demographics (O’Brien, Miller). With college students’ taking heavier class loads and the ever present concern of one’s grades, caffeine abuse has been on the rise on college campuses. There has been an increase in reports of caffeine intoxication from the mass consumption of energy drinks as well as an overall an increase in the number of students that are dealing with caffeine dependence and withdrawal issues (Reissig). The poison control center in Chicago has handled 265 cases of caffeine abuse involving energy drinks in the last three years. The users’ average age was under 21 (LeBlanc). Interpretation: Based on information I reviewed, I feel that the energy drink industry is very strong and will continue to grow. I think the marketeers of the energy drinks are doing a great job at getting visibility for their products and they’re focusing on a set consumer demographic that has huge spending power. The youth and college students today are easily influenced and have a strong influence on the products their peers buy. The studies show that because these energy drink companies are gaining brand loyalty from their consumers at a young age that the odds are in their favor that they will become lifelong consumers. Taking the unconventional route to marketing may or may not be any cheaper than doing normal TV spots that Coke and Pepsi do. Either way, the leaders of the energy drink market are making it work for them. From a financial standpoint, I think the return on investment will come faster in the energy drink industry than it ever has in any other aspect of the beverage industry. Selling 8 oz. cans for over $2 a can is a quick way to make money. Red Bull, Monster, and Rockstar are dominating the energy drink industry when it comes to consumer preference with white male’s ages 12 to 40, but what about the ladies? The industry has yet to scratch the surface of the young female consumer market. Granted, there aren’t too many professional female athletes participating in alternative sports yet, but there are other lines of approach that the industry needs to consider. I remember seeing a bumper sticker once that said, â€Å"Girls Kick Ass. † It is that same kick ass mentality that has made energy drinks as popular as they are today. I think it will only be a matter of time before we see one of the power players in the energy drink industry come out with a product specifically marketed towards women. Maybe a black Monster can with a hot pink claw mark rather than the green one, who knows?! I foresee the FDA getting involved sooner than later with regulations on how much sugar, sodium, and caffeine can be in each product. I don’t feel that mixing energy drinks and alcohol is that big of a problem and personally hope laws don’t get created to prohibit such mixes. I think that if an individual is going to consume alcohol irresponsibly, they are going to do it regardless on the fact that an energy drink is or isn’t part of their drink selection. Bibliography: Campanelli, M. and Lee, J. , eMarketingandCommerce. com (2007). â€Å"Social Media Tips from Monster Energy† (accessed June 9, 2009). Available at: http://www. emarketingandcommerce. com/view/106 Landi, H. , Hall, M. , and Sacks, R. , Beverage World (2009) â€Å"Monster Energy: A Mighty Force† (accessed June 9, 2009) Available at: http://www. beverageworld. com/content/view/35687/ Scribd, BevNet, Research Wikis (2006) â€Å"Research Wikis Energy Drink marketing Research† (accessed June 10, 2009) Available at: http://www. scribd. com/doc/3259151/ResearchWikis-Energy-Drinks-Marketing-Research Rajan, A. , Reuters (2009) â€Å"Hansen’s Monster Takes the Fight to Red Bull’s Turf† (accessed June 10, 2009) Available at: http://www. reuters. com/article/ousiv/idUSTRE5313N320090402 Francella, B. , CS News Online (2008) â€Å"Energy Drink Sales Growth Running Out of Steam? † (accessed June 10, 2009). Available at: http://www. csnews. com/csn/index. jsp Search: â€Å"Energy Drink Sales† Berry, B., Agri-Food Trade Service (2008) â€Å"The Energy Drink Segment in North America† (accessed June 11, 2009) Available at: http://www. ats. agr. gc. ca/us/4387_e. htm LeBlanc, P. , Austin American Statesman (2008). â€Å"The Buzz on Energy Drinks – Energy Drinks Booming in Popularity† (accessed June 11, 2009) Available at: http://www. statesman. com/ Search: â€Å"The Buzz on Energy Drinks† Hein, K. , and Rohdy, D. , Brandweek (2001) â€Å"A Bull’s Market – the Marketing of Red Bull Energy Drink† (accessed June 11, 2009) Available at: http://findarticles. com/p/articles/mi_m0BDW/is_22_42/ai_75286777/?tag=content;col1 Moritz, A. , Tribune Business News (2008). â€Å"Think Before Using an Energy Drink: Colleges† (accessed June 11, 2009) Available at: http://proquest. umi. com. jproxy. lib. ecu. edu/login? COPT=REJTPUc2 Search in the ProQuest Research Library database: â€Å"Think Before Using an Energy Drink: Colleges† Reissig, C. J. , Department of Psychiatry and Behavioral Sciences, Johns Hopkins University School of Medicine, Baltimore, MD (2009) â€Å"Caffeinated Energy Drinks – A Growing Problem† (accessed June 11, 2009) Available at: http://web. ebscohost. com. jproxy. lib.ecu. edu/ehost/search? vid=1&hid=6&sid=5b788385-77d0-43c3-8372-037638da0fc6%40SRCSM2 Search in the PsycINFO database: â€Å"Caffeinated Energy Drinks – A Growing Problem† O’Brien, M. C. , Wake Forest Univ, Bowman Gray Sch Med, Dept Emergency Med, Winston Salem, NC (2008) â€Å"Caffeinated Cocktails: Energy Drink Consumption, High-Risk Drinking, and Alcohol- Related Consequences Among College Students† (accessed June 11, 2009) Available at: http://apps. isiknowledge. com. jproxy. lib. ecu. edu/summary. do? qid=2&product=WOS&SID=1BONI6HlgO3hemOl6fP&search_mode=GeneralSearch. Miller, K. E. , SUNY Coll Buffalo, Res Inst Addict, Buffalo, NY – Journal of American College Health (2008) â€Å"Wired: Energy Drinks, Jock Identity, Masculine Norms, and Risk Taking† (accessed June 11, 2009) Available at: http://apps. isiknowledge. com. jproxy. lib. ecu. edu/summary. do? qid=5&product=WOS&SID=1BONI6HlgO3hemOl6fP&search_mode=GeneralSearch Ness, G. , Chief Strategy Officer, Sundog. net (2006) â€Å"Marketing to College Students 101 (accessed June 11, 2009) Available at: http://www. sundog. net/sunblog/posts/marketing-to-college-students-101/.