Hollywoods Attack On Religion :: essays research papers

Hollywoods Attack on ReligionThe section that I have chosen to analyze from the book Hollywood vs.America is "The Attack on Religion." In this part of the book, Michael Medveddiscusses the shift in attitude Hollywood has made toward religion, fromacceptable to contemptible. He takes a look at the messages being sent in films,music and television in the last 15 to 20 years and analyzes their effects. Ingeneral, Hollywood depicts religion in an unfavorable manner, according toMedved. Moreover, Medved also argues that, not only has Hollywood taken ahostile stance toward religion, but it has paid the price, literally, for doingso. All of Medveds arguments are well back up and documented, making themseemingly futile to argue against. Yet, Hollywood, which includes films, musicand television, continues to disregard the obvious facts that Medved hasrevealed.In the first chapter of this section, "A Declaration of War," Medveddiscusses the facts surrounding the protest whic h took place on August 11, 1988,in opposition to the release of the motion picture The Last Temptation of Christ.MCA/Universal, which funded the Martin Scorsese film, called the protesters a"know-nothing wacky pack" (38). How forever, as Medved points out, the protest was"the largest protest ever mounted against the release of a motion picture" (37)and included much(prenominal) groups as the National Council of Catholic Bishops, theSouthern Baptist Convention, twenty members of the U.S. House of Representativesand prominent figures such as Mother Teresa of Calcutta and Ken Wales, formervice president at Disney studios. Even with such strong opposition from theserespected groups and people, the studio refused to listen and stood fanny itsFirst Amendment rights.MCA/Universal was even supported by the Motion Picture Association ofAmerica, which stated that "The . . . MPAA support MCA/Universal in its absoluteright to passing to the people whatever movie it choose s" (41). However, Medvedrebukes this statement, arguing that "absolute right" wasnt the issue theissue "concerned the movie companys choices, not its rights" (41). He supportsthis argument further by indicating that the MPAA would never support a filmportraying Malcolm X as a paid agent of Hoovers FBI or portraying Anne Frank"as an out-of-control nymphomaniacal" (41). By releasing The Last Temptation ofChrist, the studio positions Jesus, God and Christianity below these prominentfigures in history because it is portraying Jesus and other religious figures inuncharacteristic situations that would never be associated with these historicalfigures. This is supported by past experiences when movies were edited so as tonot offend animal rights activists, gay protagonism groups, and ethnic

The Nature of Leadership in Billy Budd The Scarlet Letter Essay

The Nature of Leadership in Billy Budd The Scarlet Letter   While it would be logical for rise-be mystifyd character to be in accordance with good leadership ability, this is rarely true in application. History has proven that many effective leaders were brutal and corrupt, and even American literature has reflected the commonplace nature of corrupted politicians. Upright politicians have existed but do not stay in the brief bring out of American attention as the ones consumed by scandal. Therefore, Americans labor under the misconception that it is acceptable for a politician to be dishonest. Politicians will ignore moral guidelines to suit the languorous characters of the voters as well as for their own personal gain. Only when Americans decide that personal character is more important than charisma will quality of leadership be supplemented by the moral awareness that the job demands, but which ironically the voters often complain that American leaders do no t have.   A particular implication in American literature is that behind every good leader lurks a few dark secrets. In Nathaniel Hawthornes The Scarlet Letter, the Reverend Dimmesdale is a devoted leader of the church who causes great inspiration to his congregation over the years. In fact, it seems that the greater his personal suffering grows, the more the public view of him appreciates. Arthur Dimmesdale is an fornicator and a hypocrite. While his lover Hester Prynne suffers publically for their combined sin, he is exalted as a moral icon. Through his own casuistry, he has convinced himself that he is serving the interests of the people this way. He is a very good minister, but a weak man. His dabbling in sin caused him to understand the peo... ...d gone without notice because they have not been involved with a scandal. The fact that the job can be adequately performed without a moral conscience doesnt mean that immorality is a prerequisite. In fact, citizens should reconsider the motives of their leaders if they know that the person feels no moral obligation to do what is right . When Americans look at their government officials, they should be proud earlier than ashamed. By examining the literary and historical past of America, it should be apparent that serious thought should be involved in the selection of leaders as well as scrutiny of those already in power. With the system of government that America has today, it is imperative that the intentions of the founding fathers be remembered to form a more perfect Union, stool Justice.1   1 The Constitution of the United States, 1787

Schindlers List Essay -- Film Movie Nazi Germany Jews Schindler Essay

Schindlers ListSchindlers List is one of the most powerful movies of all time. It presents the indelible true news report of enigmatic German businessman Oskar Schindler who becomes an marvellous saviour of more than 1100 Jews amid the barbaric Nazi reign. A German Catholic war profiteer, Schindler moved to Krakow in 1939 when Ger many another(prenominal) overran Poland. There he opens an enamelware factory that, on the advice of his Jewish accountant Itzhak Stern, was staffed by Jews from the nearby forced labour camp at Plaszow. Schindlers factory prospered though his contacts with the Nazi war machine and its local representatives, as well(p) as his deft skill on the black market. Then, somewhere along the way, Schindlers devotion to self-interest was supplanted by a desire to protect as many Jews as possible. This desire ultimately grew into Schindlers List, which was directly responsible for sparing the lives of 1100 Jews - a charming and sly entrepreneur, Schindler bribed an d befriended the Nazi authorities and managed to get them released from the labour camp and brought to the condom of his munitions factory in Czechoslovakia.Aspects of good and evil are portrayed in a number of different ways throughout the film, ?Schindler?s List?. The story of Schindlers List reminds us that there is hope that sometimes the actions of one person - one ordinary person even, for Oskar Schindler is not the stereotypical altruistic hero - shag make a difference, even in the face of mass apathy and e...

The Causes of World War One (1) :: essays research papers

The Causes of World War One (1)If you were to look back at WWI, you would see that there were direct and indirect causes to the war. The assassination of Archduke Ferdinand was an immediate cause. Gavrilo Princip, working with a Serbian anti-Austrian secret society called The Black Hand shot Archduke Ferdinand on June 28, 1914 in order to hold in way for a Slavic revolution. The assassination didnt do as Princip hoped, and it was used as an excuse for Austria to take inappropriate action against Serbia. That was not the only cause of the war. The Alliance System was one of the festering causes of the war. After Germany took Alsace-Lorraine, Bismarck precious to make sure that France didnt make enough allies to take back the territory in a war. So he started to form an alliance with Austria-Hungry and Italy. France saw this as a threat, so it started making alliances of its own. France first turned to Russia then to Britain creating the Triple Entente. Now with forces in place on ei ther side, nerves were frayed. What better question to ask neighboring than why. Why were nerves frayed? The nations involved had large militaries. These nations were building large armies and enhancing the glories of war. After rationalizing a huge arms race, people were eager to put up large amounts of money to support their governments vast military. Great Britain has always had a large navy. Germany decided it wanted a navy to affect Britains. When the people of Britain saw the buildup of Germanys navy, they got scared and started producing more and bigger ships for its own navy. Every time Britain got a leg up on Germany, Germany struggled to beat out Britain, and vice-versa. Soon, the public was clamoring for war. Militarism is based on imperialism and the fear that another nation is getting ahead imperially. Imperialism is extending control of a nation over foreign lands. Countries expand in the 1600s to help their economies. They did this mostly through mercantilism. Aft er industrialization in the 1800s, imperialism changed. Two new and eager powers were on the scene. Italy and Germany were new nations and ready to hobble up to Britain and others in the colony race. Imperialism could be related to nationalism.There are two kinds of nationalism. There were the early forms of nationalism, where people of a similar race and nationality wanted a nation to themselves.

Computers in Kindergarten :: Argumentative Persuasive Education Essays

Computers in Kindergarten Perhaps you are skeptical as to the benefits of using technology with young children and youre not unsure about using computer technology for your own purpose. Some questions frequently asked are, Does using computers in the primary grades stifle young childrens natural inclination to experiment and explore and hamper the development of independent thought? Will hardware turn primary classrooms from environments that nurture young minds to labs that still mesmerize them? I will answer these questions in my paper. My opinion on the topic, at hand, is that I think there should be computers in Kindergarten rooms except students wouldnt benefit very much from them. Students in Kindergarten rooms dont have enough time to really get into a computer program and benefit from it. Many researchers do not recommend that children under 3 years old use computers.1 Computers simply do not match their larn style. Children younger than 3 years of age learn through their bodies their eyes, ears, mouths, hands, and legs. Although they may return over and over again to an activity they are full of movement, and they change their focus frequently. Computers are not a good choice for the developmental skill that these children are learning to master such as Crawling, walking, talking, and making friends. Children study plenty of time to experiment and explore, computers would occupy much of their time. Before a child even starts playing on a computer they need to run into how a computer works, how to use disks, how to start and use a particular program, and how handle CD ROMs. Borgh (1993) states that once these skills have been established, children should then be give opportunities to move with the computer. Papert (1998) stresses that computers have an impact on children when the computer provides concrete experiences, children have free access and control the learning experience, children and informers learn togeth er, teachers encourage peer tutoring, and teachers use computers to teach powerful ideas. In addition, computers enhance childrens self-concept, and children demonstrate increasing levels of verbal communication and cooperation with others. Children share leadership roles more frequently and develop positive attitudes toward learning.2 The potential gains for kindergarten

Computers in Kindergarten :: Argumentative Persuasive Education Essays

Computers in Kindergarten Perhaps you are skeptical as to the benefits of using technology with young children and youre not unsure about using calculating machine technology for your own purpose. Some questions frequently asked are, Does using computers in the primary grades stifle young childrens natural inclination to experiment and explore and stifle the development of independent thought? Will hardware turn primary classrooms from environments that nurture young minds to labs that merely mesmerize them? I will answer these questions in my paper. My opinion on the topic, at hand, is that I think there should be computers in Kindergarten rooms but students wouldnt benefit very a good deal from them. Students in Kindergarten rooms dont have enough time to really get into a program and benefit from it. Many researchers do not exhort that children under 3 years old practice session computers.1 Computers simply do not match their canvassing style. Children you nger than 3 years of age learn through their bodies their eyes, ears, mouths, hands, and legs. Although they may return over and over again to an activity they are full of movement, and they change their focus frequently. Computers are not a impregnable choice for the developmental skill that these children are learning to master such as Crawling, walking, talking, and making friends. Children need plenty of time to experiment and explore, computers would occupy much of their time. Before a child even starts playing on a computer they need to understand how a computer works, how to use disks, how to start and use a particular program, and how handle CD ROMs. Borgh (1993) states that once these skills have been established, children should then be give opportunities to interact with the computer. Papert (1998) stresses that computers have an impact on children when the computer provides concrete experiences, children have free access and control the learning experience, c hildren and teachers learn together, teachers encourage peer tutoring, and teachers use computers to teach powerful ideas. In addition, computers enhance childrens self-concept, and children licence increasing levels of verbal communication and cooperation with others. Children share leadership roles more frequently and develop positive attitudes toward learning.2 The potential gains for kindergarten

Legal Aspects of Professional Psychology

Professional psychology has many complexities that set it apart from other recognised branches of psychology. The intricacies of professional psychology make it fodder for legal consideration. The perseverings and clinicians moderate an agreement to one another to adhere to the guidelines set forth according to the American mental Association (heretofore known as APA) that protects both parties rights. In this paper, the legal aspects of professional psychology will be discussed in detail. The concepts of informed swallow and psychological judgement/testing/symptomatics will be examined.The effects of legislation and competency will also be discussed as it pertains to professional psychology. The principle of informed consent is an integral component of the foundation of legal and ethical practice in professional psychology. According to the Encyclopedia of Human Genome Historically informed consent has its origins in two parallel strands of thought within moral philosophy and within law. Within moral philosophy, the concept of individual autonomy has become increasingly historic during the last 250 years.It has been realized that there is normally not sufficient justification to override the considered decisions of competent persons (2003). Across the world, legal systems have traditional beliefs regarding the prohibition of the economic consumption of an individuals body without their consent. However, in recent years these prohibitions have been expanded to include intangible components of a person such(prenominal) as their ain entropy. This concept is bolstered by the centre on basic human rights that is founded in legal theory.In an ideal situation people consenting to treatment or research as part of a psychological experience would be capable of making their own logical decisions about participation through the practical application of informed consent. If someone is found to be taking advantage of a person or group of people without the use of informed consent they whitethorn face stiff penalties in accordance with the governing laws of their jurisdiction which may result in the revocation of their professional license and/or imprisonment.For most people, the speech informed consent brings to mind a piece of paper that one must sign in order to receive treatment or come in in some sort of study, but in actuality it is much more complicated. Informed consent involves supplying the participant or patient with all pertinent information as it pertains to the study being conducted or treatment given. Secondly, the person delivering the information must ensure that the person receiving the information has a full and pure(a) understanding of what is being explained.This would mean that the person making the decision to participate in research or receive treatment is capable of making such autonomous decisions of consent. It is essential to ensure that the person receiving the information is not being coerced in any fashi on to protect their human and legal rights, whether it is the decision to experience treatment or to refuse. It is also important to note that once given, consent may be withdrawn at any time at the bay of the participant or patient.When obtaining informed consent it may be necessary to have the interested participant(s) undergo psychological assessment, testing and diagnosis to ascertain their suitability to receive treatment or participate in a study. However, one must be sure to conduct all of these practices fairly and indiscriminately so as not to produce biased or tainted results that violate and/or exploit the interested person(s) basic human rights. Clinicians should be impartial in their approach and avoid hasty generalizations when doing psychological assessments and testing, and especially when diagnosing patients.For example, while it is important to consider ones demographics and upbringing in the assessment, testing and diagnostic process, a clinician should not let this be the sole basis for drawing conclusions, especially if their personal views and perspectives are at odds with the information presented. If a practician is found to be unethical in his or her application of testing/assessment and diagnostic practice they run the risk of facing legal action. perhaps the most important aspect of professional psychology is that of confidentiality in the therapeutic relationship. Confidentiality means that a clinician may not reveal any nformation given by a patient or discovered by a fellow clinician during the treatment of a patient.Most Ethics Codes state that the information divulged to a clinician during the track of the patient-clinician working relationship is confidential to the highest degree and should not be taken lightly. The purpose of a clinicians ethical duty to maintain patient confidentiality is to provide the patient with the means to feel free to produce candid disclosures of information to the practitioner with the familiar ity that the he or she will uphold the confidential aspect of the information disclosed.Full disclosure enables the practitioner to diagnose conditions and illnesses properly and to treat the patient(s) accordingly. In return for the patients honesty and trust, the physician is expected to not reveal confidential communications or information without the patients express consent unless required to reveal the information by law. Confidentiality is paramount in the therapeutic relationship because it builds trust between the clinician and the patient, so providing the client with safe come in to explore their issues with discretion.The idea of confidentiality in professional psychology sets the tone for treatment. In the initial stages of treatment the clinician will establish this mind-set with the patient so that all others aspects of the therapeutic relationship may evolve more smoothly. It is probable that the patient would not want to proceed with therapy without the promise o f confidentiality. legislative efforts of the federal government to ensure equality on laws mandating parity of mental health with physical health in terms of insurance coverage have been passed in 34 states and have been tremendously successful.However, the outcomes are disparaging due to the fact that our nation has and continues to spend less on mental health and ticker abuse after parity than it did before, with the estimated costs plummeting at least $10 billion in recent years. Additional studies have shown that parity legislation has do nothing to reverse the steady decrease in the incomes of practitioners in the mental health field. The managed behavioral care companies, fearing the return of runaway costs, put in place more draconian hurdles to accessing behavioral health than exist for physical health.Just as rent control results in housing shortages because landlords abandon their properties and spic-and-span building is discouraged, parity is an excellent example of h ow economic laws can defy and circumvent legislation (Cummings, 2006). Given the dismal state of the mental industry in terms of accessibility to resources and funding it is essential that practitioners exercise competency that may be proven to healthcare providers. In recent years, there has been an increasing focus on competency-based education, training, and credentialing in professional psychology.Competency-based training models are being utilized across the world to ensure that psychology professionals are able to apply the knowledge that they receive through instruction to their everyday practice. Accreditation committees in the United States and Canada shifted towards competency-based approaches towards the end of the 20th century. As a result, the accreditation of professional psychology training and academic curriculums is touch on mainly on the programs capacity to illustrate the method and to what extent foundational competencies are created and nurtured within those se eking to enter the field.Many organizations have declare core, specialized, and foundational competencies as it pertains to professional psychology. Competence is recognized within a separate section in the 2002 modification to the APA Ethical Principles of Psychologists and Code of Conduct. This focus on competency makes professional psychology pliable and those within it capable of efficiency even in the face of changing standards. Professional psychology is a elucidate that must remain flexible and able to adapt to the inevitable shifts in society.However, those practicing within its guidelines and doctrines must ensure that they fulfill not only their professional obligation to their clients but also meet the requirements of the laws that govern society. Practitioners must be highly competent and able to meet the criteria of APA standards as it pertains to professional psychology. Staying abreast of the legal rights of patients and practitioners is the responsibility of the p rofessionals in this field to remain relevant and ethical.

Day When Every Thing Went Wrong

It was a fine Saturday morning. I got up in haste. Quickly I got train for my school. It was 7. 05 am and my mother shouted at me for not taking my breakfast properly. However I ran to my bus stop and to my utter misfortune the bus had already left. I was literally breathless. I couldnt afford to go a single minute late in my maths mental testing. Again I ran to my rear and luckily my brother was there to take me to my school. I thanked God for that and bidding goodbye to my mother we both went to school.On the way we saw huge mass assembly for there took place an accident. My brother stopped there for a while. I actually didnt want him to go and inspect the matter. Rather I say him to take another route. He managed to take me by another way. Suddenly my eye fell on my watch and I saw there were cardinal more minutes for our examination to start. I just closed my eyes and prayed that I would be able to attend my examination properly. My brother asked me not to puzzle and assur ed that we would reach school in just five minutes.He raised the pin of the speedometer to 80 . I took a deep breath of peacefulness as I could see my school in front of my eyes. Then suddenly two dogs rushed to the middle of the road fighting strenuously. My brother failed to concur the speed and ultimately one of the dogs came between the two wheels of our bike. Our bike got hashed on the wall. My head got banged on a stone. But still then I was uttering my examination, my examination My brother was bleeding profusely.But he managed to take a lift from a van. I got admitted in the Hospital and had facial paralysis for some time. Seriously if I had to remember the worst day of my life then it would be none other than 4th January 2010. I felt so bad that I couldnt even express my feelings in words. The whole year I worked so hard and at the end I got promotion to the next class on the basis of a medical certificate. But I thanked God for keeping me and my brother safe.

Cadetship

Is a grim struggle of winning supremacy over adeptself. What is a parrot? Of entirely the queer birds i ever did verify, the parrot is the one that has no secrecy. He talks to much about his life In the hut, that is why one day he was fin eithery shot, so that a plebe without secrecy and discipline will someday meet the parrots end. What is an upperclassman? An upperclassman is a simple handshake of recognition that gives him a title of an immaculate.He Is a fully developed beast that has gone through the dim world of plebe hood. After request the question, what is the reason of ll the sufferings under his superiors? He has endured pain, gave sweat, and came near the end of his temperament. Now, he Is the king of all kings, the master of all things, the roaring thunder of the corps. He has the strength of a bull and the growling voice of the Ilon, the fury of a tiger, the cruelty of the beast and the peachy st ar of an eagle that scrutinizes even the slightest error of a dumb gu ard.But these are the mere roles they have to play in the analysis of their trustworthy character, an upperclassman is a beneficial brother, a best friend and a refined Individual who will soon become an officer and an a entleman What Is a combat Shoes? A combat shoe is but a rear extension wrapped around my foot that adds discomfort while doing the duck walk sirl Hows your married woman? My wife is the simplest and the most beautiful to live with but the most complex to understand. My wife, Sir, needs constant love and care. Every day, I have to wipe her face, her breast, her body and everything infra her.Often sir, I have to undress and dissect her into parts in order to ensure everything is spic and span. That is my wife sir, my wife is Cal. 5. 56, Cal 7. 62, Cal 45 and Cal. 38 Sir What Is a caress? A kiss when all Is said what Is a kiss? It Is an oath of allegiance taken at a close proximity, a promise more(prenominal) precise a seal upon confession, a rose read upon a lett er I In loving of an instant eternity, murmuring like a bee, a balmy communion with a flavor of a flower, a secret which elects the mouth from the ear of position or Inhaling each others heart and degustation the brink of each others lips.That Is a kiss sirl What is a coffe? A coffee is from a little branch of a humble tree that comes from a red bristle, shape Ilke a heart, dried under the radiating heat of the sun on the month of May Sirl I OF3 What is a Rose? Legend has it that a rose grow thorn at the same time with Venus, the goddess of sea and Jealous earth we broth forth our fairest creation. Looking at the beticali and birth of Venus, see the rose around. Rose is romance rearrange its letters and it reads Eros, the goddess of love. Hows the animal? The animal at this stage is still lost and needs more guidance from his upperclassman.But if given a few more days of a week of rapid growth and development, the animal will turn into a pony Sir How long is eternity? If it ta kes a bird from outer space traveling at the speed of a urtle and taking its time, picks a grain of sand from the earth and brings it back to the flummox where it came from then deposits it on that point and repeats the process once in a million years taking all the minute grain of sand from the earth and depositing it to the banks of galaxies of nirvana and bringing them back to their proper places, eternity has Just began.I hope the lazy dumb guard will travel forth and by chinning in in two ways timing will come shorter than the beginning of eternity sir What is a buckle? A buckle is a piece of metal that is placed on my supercilium which dds discomfort while eating at the mess hall sir How the weather? The cold weather breeze from the majestic Laguna de Bay rolling forever unto the enchanted slopes of Mt. Makiling as it breathes the last dew unto the portals of the academy and its exciting sight for the day long fght sir Why rattle?The nervous system of the cadet is not a ll the same fixed due to the confused responses from the feeble brain that was brought about by the sudden impact of the many forces uncontrolled by the vulnerable defenses of the still rickety and sluggard cadet. In a addition sir, there is a sudden metamorphosis Just upon seeing the hadow of an upperclassman wherein the cadets reaction is determined whether it be right or wrong sir. Profession of Arms? Men who adopt the profession of arms submit on their own freewill to a law of perpetual shyness of their own accord.They reject their right to live where they choose, to say what they think and dress as they like. From the moment they became soldiers it needs but an order to settle them from this place to sustain them to that, to separate them from their families, and to dislocate their normal lives. I the word of command they must rise, they must march, they must run, endure bad eather, go without food, go without sleep, be set-apart on some distant post, work until they drop, they have ceases to become the master of their own fate. If they drop on their own tracks.If their ashes are scattered to the four winds, that is all part and parcel of their Job Sir Go placidly amidst the noise and haste and remember what peace there may be in silence. As far as possible without surrender, be on good terms with all persons. Speak your thought quietly and clearly and listen to others, even the dull and unconditioned they too have their own story. Avoid loud and aggressive person they are exations to the tactile property. If you compare yourself to others, you may become vain and bitter for always there will be greater and lesser person than yourself.Enjoy your achievements as well as your plans. Keep interested in your career, however humble it is a real possession of the changing fortune of time. Exercise caution in your business affairs, for the world is full of treachery and deceit. But let this not blind you to what rectitude there is. Many person strive for high ideals and everywhere, life is full of heroism. Be yourself, especially do not feign affection neither be cynical about love, for in the ace of all aridity and disenchantment, it is as perennial as the grass. Take kindly the counsel of the years, gracefully surrendering the things of youth.Nurture strength of spirit to shield you in the sudden misfortunes. But do not distress yourself with imaginings. Many fears are born of fatigue and loneliness. Beyond a wholesome discipline, be gentle with yourself. You are the child of the universe, no less than the trees and stars. You have the right to be there. And whether or not it is clear to you, no doubt that the universe is flowering as it should. Therefore, be at peace with God, whatever you conceive Him to be, and whatever your abor and aspirations, in the noisy and confusion of life, keep peace with your soul.With all its shame, drudgery and disordered dreams, it is still a beautiful world. Be careful. Strive to be happy. Do yo u have a sister? That urging question has been languishing in myself totally and mentally polluting my mind. became your untaxable property and evil might besiege my family. Its sparkle will be lost to demon whom I would like to run from head unto feet after asking the question with a ten peso balance on your checking account. We might be on the same boat. Sir , so I pose the same question, do you have a sister or aughter Sir?Hows the Cade? Sir, Cadet is a symbol of all that is bold and daring with the grand posture of a dashing human with a warm and tender lips, a kiss of a great lover with the majestic smile of a victorious soldier. The masculine built of an transcendent god with the courage of a thousand warriors. He talks with the strength of a lion and gentleness of the morning winds. His personality mocks and kicks the rushing waves of the shore. His eyes are clear and tantalizing as the rays of the setting sun, in short and simple language Cdt handsome sir is very

Professional Roles And Values Essay

Nursing is governed by state boards of treat, specialized to the state that the nurse is practicing in. These boards seek to define the scopes of practice particular to a specific set of people, such registered nurses, practical nurses, home health aides, etc. The New Jersey State Board of Nursing dictates things like applications, accreditation, fees, and continuing education requirements. It is regulatory in nature. (NJ Board of Nursing, n.d.)As a labor and delivery nurse, the professional organization that enhances my practice is AWHONN (Association of Womens Health, Obstetric, and Neonatal nurses). As opposed to the board of nursing which provides direction to general nursing practices and procedures, AWHONN is specific to my field. It provides current research, education opportunities, and clinical resources. (Awhonn.org, n.d.)An important aspect in delivering nursing c atomic number 18 is the nursing code of moral philosophy. The American Nurses Association (ANA) oversees th is code of ethics. There are many h peerlessst implications in nursing oversee in every specialty. In obstetrics, one of my biggest ethical dilemmas is the number of abortion. Should a healthcare provider have the right to refuse to take in part in any medical procedure? The nursing code of ethics allows health care providers to apply conscientious objection to this situation. Conscientious objection is allowed in situations where the action would violate some deploy held moral or ethical value about right and wrong (Odell, Abhyankar, Malcom, &Rua, 2014).Another example of how the code of ethics influences my practice is the protection of the rights of privacy and confidentiality. I am sometimes prone information from long-sufferings during the admission process that other family members, even the father of the baby, may not know. Things such as previous abortions, internally transmitted diseases, and number of sexual partners are pertinent in my treatment of the patient, but are often not things that they would like shared with the rest of the family (Code of moral philosophy for Nurses, 2015).I believe one of the most important traits a nurse can possess is that of patient advocacy. People are usually at their most vulnerable when they are dour and may not be able to adequately advocate for themselves. Another important traits I would bring to an interdisciplinary team of healthcare providers is respect, respect for the patient and their choices, respect for my colleagues, but especially when I disagree with decisions made by either. Collaboration is also an important trait as a patients care is usually multi-disciplinary. Finally, responsibility and accountability are essential traits when part of a team. Team members need to be able to trust the people they are working with. Inevitably, mistakes are made and the true test of a professional is when they are able to own up and take responsibility for their wrongs. Code of Ethics for Nurses, 2015).Th ere is an element in most nursing theories that influences my practice. Dorothea E. Orems self-care theory most resonates with my care of the maternity patient. It encompasses physical, interpersonal, psychological, and social aspects. Since most of the labor patients I take care of are considered well patients with insignificant medical issues, most of my time is spent teaching and observing making sure my patient is able to care for her child once she leaves the hospital. This includes determining not only the physical needs, but also social and psychological well being of mother and father or extended family members involved in the care of the infant.Another influential figure in womens health care was Margaret Sanger. She founded an organization called the American Birth encounter League, presently known as Planned Parenthood. Sanger was a pioneer in the movement to improve womens health through giving birth control and family planning. A controversial move at the time, she di stributed pamphlets discussing birth control, menstruation, and sexuality. She was also instrumental in the founding of the first birth control clinic in the United States. Family planning and birth control continue to be extremely important womens health initiatives (Wikipedia, 2015).On a daily basis, I strive to create a safe, venerating environment for allof my patients. Beneficence is defined as the doing of active goodness, kindness, or charity, including all actions intended to benefit others(beneficence, n.d.) while nonmaleficence is defined as the ethical prescript of doing no harm(nonmaleficence, n.d.). An example that exemplifies both of these traits is in a recent patient who presented to the hospital for induction of labor. After doing a thorough history of prior pregnancies, I determined the patient had a previous cesarean section.This information didnt automatically exclude her from induction but it would dictate what induction rule we would use. After further resea rch and a request of records from another institution, it was determined that patient actually had a vertical uterine incision, which is not only a contraindication for induction but also a contraindication for vaginally delivery. At the very least, we avoided an emergency cesarean section, which had the potential to impact both the mother and infants life. As a maternity nurse, beneficence is a part of my daily routine, but following through on incomplete, undocumented information was an ethical decision I made to make sure the patient received proper care.ReferencesAmerican Nurses Association, (2015). Association of Womens Health, Obstetrics, and Neonatal Nurses. (n.d.) Retrieved February 2, 2015, from https//www.awhonn.org/awhonn/content.do?name=10_AboutUs/10_AboutUs_landing.htmBeneficence. (n.d.) Miller-Keane Encyclopedia and dictionary of Medicine, Nursing, and Allied Health, 7th Edition. (2003). Retrieved February 17 2015 from http//medical-dictionary.thefreedictionary.com/b eneficenceCode of Ethics for Nurses. (2015). Retrieved January 28, 2015, from http//www.nursingworld.org/MainMenuCategories/EthicsStandards/CodeofEthicsforNurses/Code-of-Ethics-For-Nurses.htmlMargaret Sanger. (2015, February 2). In Wikipedia, The Free Encyclopedia. Retrieved 0522, February 17, 2015, fromhttp//en.wikipedia.org/w/index.php?title=Margaret_Sanger&oldid=645358719New Jersey Board of Nursing Laws. (n.d.). Retrieved February 1, 2015, from http//www.njconsumeraffairs.gov/nursing/nur_rules.htmnonmaleficence. (n.d.) Miller-Keane Encyclopedia and Dictionary of Medicine, Nursing, and Allied Health, Seventh Edition. (2003). Retrieved February 17 2015 from http//medical-dictionary.thefreedictionary.com/nonmaleficence Odell, J., Abhyankar, R., Malcom, A., & Rua, A. (2014). Conscientious objection in health professions A readers guide to the ethical and social issues. Retrieved February 1, 2015, from https//scholarworks.iupui.edu/bitstream/handle/1805/3845/conscientious-objection-sh ort- overview-20140201.pdf

Cash Basis vs. Accrual Basis Accounting Essay

Cash basis accounting and the collection basis accounting are two accounting methods used to keep track of a rail lines income and expenses. In accrual basis accounting, revenue is recorded as it is earned and expenses are recorded when they generate revenue. Under bills basis accounting, only when transactions involving increases or decreases of the entitys cash are recorded. One of the major differences is the reporting of net income and net cash flows from operations.The cash basis is the more commonly used method of accounting by individuals and small businesses with sales of less than $5 million per year whereas accrual basis is used by spacious companies and is required of corporations whose stock is publicly traded. With accrual basis accounting being more complex, it provides more financial information about a company, therefore, providing more substantive financial reports. Cash basis accounting is the simple method.It provides a more accurate picture of how much actua l cash your business has because it only deals with cash transactions. Companies record transaction when they have an increase or decrease of cash. However, this doesnt give you a clear picture of a companys operations and financial performance. In summary, the difference is the timing when transactions, including sales and purchases, are credited or debited to your account. If your business is simple, then cash basis will do, but accrual basis provides the big picture of business operations.

Intercultural Aspect Of Culture Essay

Before evolving an inter heathen model of involution resolution it is key to understand and identify aspects of enculturation that lead to creation of the cloth of conflict. The cultural spectrum holds assorted dark glasses for a person, a society and a nation, accordingly helping each of them to assimilate and adapt to a common identity that is defined and shaped by culture (Holliday, Hyde and Kullman, 2004).In the form of evolving this collective identity, culture transcends its traditional role of providing an aggregate set of beliefs, customs, norms, values, ethics, traditions, moral, companionable and legal codes, perceptions, and philosophy, to be experience the overall physical framework for the society to function. purification is strongly related with geographical setting of a place, religion, ethnicity, and race, explaining why different countries have different cultures, and also why places on glide sh be common elements of culture that is quite different from cu lture of mountainous places.The imprinting of culture on ways a person thinks, acts, perceives the environment and models his/her reaction is very strong and virtually indelible, determining each aspect of tender sort and giving rise to cultural identity in addition to individualist and national identity. Although the classic rational choice framework says that peck are independent in choice of their behavior and approach towards events, its seen that at subtle levels the structural model provided by culture acts as final determinant in predicting a person, a society and a nation.Although culture is dynamic, evolving and continuously upgrading itself, in essence, these changes add up within the context of cultures own timeframe. One of the most important contribution of culture to human civilization is the orientation provided towards early(a)wise cultures, qualification the culture in question undefended, tolerant, indifferent or outright hostile towards different cultu res. Societies are seldom mono-cultural, displaying a range of cultural traits, achieved through generations of trades, contact, and crucify cultural mixing (Holliday, Hyde and Kullman, 2004).However, although for people belonging to a particular culture, their culture would hardly seem complex, the cultural realities are hidden beneath the surface, difficult to get word and discern from outside. These improper apprehension and imperfect perceptions of culture often give rise to conflict when different cultures are required to meet or do across. In the workshops I have attended I have come across people from various cultural background and my first attempt is eternally to know as much possible as about them not their individual preferences, but their cultural orientation and philosophy.My this approach has helped me immensely in not only developing an understanding of other cultures, but my own adaptability and flexibility in my relation towards them Conflict and husbandry Co nflict is an integral part of human culture. When a number of people of interact with their own individual perspectives, view points, ideologies, cultural and social backgrounds and intellectual development then differences and debates are bound to drum as a logical and inevitable consequence of the interaction (Killian and Pammer Jr. 2003, 3).These differences, acted upon by incompatible interests of attaining personal goals, change into conflict within groups, societies and nations. (Rahim, 2001,1) The greater the sort and richer the profile of a society, the greater is the scope and range of its embedded conflict. Therefore it is essential to educate people on understanding and handling conflict and cherish as an integral component of a democratic society that is important for developing a healthy social life (Killian and Pammer Jr. 2003, 3). In every conflict, whether it is individual or at social scale, culture has always an important role to play.Depending upon the actors i nvolved and the context of conflict, the role of culture in conflict tummy be direct or subtle, but it is always present as the ultimate factor in deciding the scope of conflict, its direction or its outcome. Culture even decides the existence of conflict, for people who are embedded in the culture of seeing world as a harmonious entity, may not be aware of any conflict through their life. In all the major disputes, debates and disagreement taking place around world, differences in cultural identities and perceptions are primitive causative factors.A further evidence of the role that culture plays is evinced by peace and harmony existing among societies that have same culture, such as observed between USA and Britain, sharing same historical and cultural roots. Every conflict, whether it is trans-generational, geographical, religious, organizational, or personal, has a cultural component involved. People enshrined in their own culture often react with hostility against any cultur al identity that appears contrary to their thought process and ideas.It follows therefore that any effort of conflict resolution necessarily to incorporate cultural understanding and acknowledge the existence and necessity of diversity (ibid). Personally I have encountered cultural difference in perspective of expressive style of communication. Some of my colleagues, belonging to different cultural background, initially took exception to the direct and frank method of communication that is followed in US, as this, according to them constitutes a whacky level of effrontery. However, as they assimilated themselves with the general surrounding, they realized that the direct nature of communication is a norm, not an aberration. discourse and Conflict Communication is important, as it is the medium of transferral message, forming the first interface in method of conflict resolution. Communication is almost always within the context of culture, and culture determines the significance of words as rise as gestures and non- literal expressions, affording people with choices of high context or low context communication, depending upon their cultural maturity and ability to handle multi-culturalism and accommodate a range of opinions and ideas other than those familiar to them (Grosse, 2002).During the initial phase of cultural familiarity, communication takes place at low context, meaning that people rely more on direct verbal communication, which is more or less literal in nature. As the cultural relationship progresses, communication interaction moves ahead on continuum to become high context, and it becomes more interpersonal and contextual, minimizing chances of misunderstanding and confusion. Effective cross cultural communication is centered upon knowledge, empathy and intercultural sensitivity (ibid).The remedy approach in such cases is be flexible, adaptable and receptive to all views, no matter how contrary or incongruous they appear.. A positive and pat ient listening attitude is also valuable as it allows people to fathom emotions of others and makes them perceptible to alternate view points. Finally, the most important attribute in cross cultural communication is recognition that every culture is correct in its own context and each has to yield some ground to reach a harmonious consensus (ibid).In my attempts to understand and know about other cultures, I have always relied on effective communication skills, that include both hearing and communicating. Personally I have felt that people from different cultures readily share their cultural background, their beliefs, customs and traditions as I myself do in a multi-cultural environment, as we all want to be well mum and appreciated. Active listening and frank communication skills have greatly helped me in establishing quick rapport in any multi-cultured environment. Discussion on mediation and skills in conflict resolutionEffective communication strategies are keys to resolve conf lict by providing channels that provide expression of grievances and film conflicting parties together. In the field of conflict management, communication strategies help through the channels of 1. Negotiation Negotiation has emerged as an important form of conflict management within organizational and social setups. As such research in communication theory in conflict management has started to pay close attention to communication behaviors, types and strategies towards successful negotiation.Negotiation, as a part of managing conflict, requires interested parties to trade proposals for settlement that include, out of court settlements, business contracts, collective bargaining contract etc (Womack, 1990, 32). As Womack further elaborates, generally the process of negotiation proceeds through motives that are both competitive and cooperative. The approach of communication in the entire process of negotiation is bear on with the messages that are transferred among negotiators and the concerned parties.Communication intervenes in the process of negotiation through its both verbal and nonverbal forms and constitutes the entire base on which the goals and terms of the bargain are negotiated. Communication plays the central role in not only developing the relationship among the parties in conflict, but also in determining its direction. It is also central in every form of bargaining process, whether the bargaining is done for organizational form of conflict management, involves conflict resolution, negotiation on legal agreements or for negotiation in inter-group an intra group conflict.The entire role of communication in negotiation processes and strategies is quite vast and it ranges from defining the conflict issues, selection and implementation of strategies to presenting and defending the viable alternatives and ultimately helping in reaching on a solution (Womack, 1990, 35). 2. Third caller intervention Third party intervention in conflict place is a tr icky and challenging situation. It is considered as one of those areas that offers real test to the communication skills of the intervening person.Although mediation requires a neutral and third party to bring the disputants on the resolving chairs and solve the conflict, the mediator per se, has no authority and commanding power to force the parties into acquiescing to an agreement. At the best, the mediator can use persuasive and win over dialogues through which the involved parties voluntarily agree to reach at accord through advises, admonishments, ideas, and views of the mediator and break into meaningful dialogue with each other (Burrel, 1990, 54).Its belatedly to see that this entire procedure requires very high level of communication skills on the part of the mediator to successfully negotiate agreement among the conflicting parties. I have had the opportunity to mediate in certain cases of cultural misunderstanding in the workshop. I tried to resolve the dispute by comple tely understanding the issue of contention, and the respective approaches that each party had taken on the issue.Thereafter I clarified the entire situation to them, explaining in the process that their respective approaches where native consequences of their cultural training and application of that training on the issue in hand. In the process I encouraged them to understand and appreciate each others cultural understanding and orientation, they were successful in settling the conflict. Designing a process of Intercultural aspects of conflict resolution In the course to evolve a systematic cultural response to conflict, the first step is to breed familiarity among cultures that adds plurality and multicultural dimension to broaden existing views.In the process of evolving cultural familiarity communication, approaches towards conflict, cultural indication of life and identities and roles are identified as essential parameters (Carbaugh, 1990). Out of these, role and range of com munication has already been discussed. Now it is time to look at rest of three factors. Responses towards a conflict situation are largely culture dependent, guided by the ways each culture has systemized itself towards conflict.Direct and ingenuous ways of approaching conflict, generally acceptable in western society, may seem threatening and offensive in eastern cultures accustomed to third party negotiations. Similarly, cultures that follow calm and reasonable response to conflict, may feel intimidated by emotional and passionate response to conflict situation (Carbaugh, 1990). Cultural interpretation of life sets the starting point for people that forms basis of their thinking, values and philosophy, eventually deciding the role they would play in every conflict and their outcome they come across.It is the cultural orientation that makes societies disciplined or diffused, generalized or specific, value oriented or bohemian, and cooperative or isolated (Carbaugh, 1990). Hence cu ltural conflict resolution ultimately depends on the depth of understanding attained through interaction. Intercultural differences are very real forces in an environment where multiple cultures are interacting and organize on day to day basis.From my run intoing and observation the nature intercultural differences and their consequences on organizational and group efficiency, these differences can be resolved by taking a more comprehensive, collective and adaptive view of situation, that includes our own cultural vulnerabilities when placed in an unfamiliar social structure. As the workshop trainings and experience has demonstrated, it is very important to know the cultural background of people with whom we interact, fully understand the points where our mutual cultural understanding differ and recognize where they converge.Finally we should also develop a mutual sense of regard and appreciation for our combined cultural diversity. One of the revealing experiences that I have unde rgone relates to issue of timeliness. While in western culture, schedules are strictly followed and meetings start exactly on designated time, it is normal in many cultures to digress in time by a limited margin. Thus, in a multi-cultured environment, cultural ignorance can lead to conflict on such simple issue of scheduled arrival, while cultural knowledge and understanding would help in looking at from other persons cultural lens.Given the range and depth of cultural impact on overall personal behavior and communication style of people, there are numerous situations where cultural ignorance can directly put people against each other. Hence we should always strive to learn as much about other cultures as possible and continue to update our knowledge. References Burrel, N. A, 1990. Theory and Research in Conflict Management. edit M. Afzalur Rahim editor. Praeger Publishers. New York Rahim, M. A (2001), Managing Conflict in Organizations. Contributors M. Afzalur Quorum Books. Westpo rt, CT Handbook of Conflict Management. (2003) . Jerri Killian ,William J.Pammer Jr. (edits) Marcel Dekker. New York. Womack, D. F, 1990. Theory and Research in Conflict Management. edit M. Afzalur Rahim editor. Praeger Publishers. New York. Leborn, M. 2003. Culture and Conflict. Accessed online on 17. 11. 2007. http//www. beyondintractability. org/essay/culture_conflict/ Grosse, C. U. 2002. Managing Communication within Virtual Intercultural Teams Business Communication Quarterly, Vol. 65, 2002. Holliday, A. , Hyde, M. ,, Kullman, J. 2004. Intercultural Communication An Advanced Resource Book Routledge, Carbaugh, D. 1990 Cultural Communication and Intercultural Contact Lawrence Erlbaum Associates.

The Expansion of Europe and China in the 15th Century

In the fifteenth century, the western and eastern sail technology was comparable. The mariners compass, so crucial to navigation out of sight of land, was developed from the Chinese magnetized needle of the 8th century, and it traveled via land route to the Mediterranean where about the 12th century the Europeans or the Arabs developed the true mariners compass (floating), scarcely China soon received the improved model. 27 So both East and tungsten had the mariners compass in the 15th century.Stern post rudders, which are a significant advantage over steering oars in steering larger ships in tumultuous seas, were utilized in China as early as the 1st century A. D. These were not developed until about the fourteenth century in Europe, but stern post rudders were available to both East and West in the 15th century. Knowledge of wind and sea currents was considerably more advanced in the West by the Portuguese and Dutch than by the Chinese in the 15th century. 8 The West also had sup erior knowledge of celestial navigation, that advantage being shared by the Arabs the Chinese were reduced to utilizing Islamic astronomers and mathematicians at the Imperial Observatory, but had not extended celestial work to the practical work of navigating as of yet. The Arab and the Portuguese cross-staff or balestilha developed in the 14th century, and the astrolabe for even better measurement of the angle of celestial objects in the early 15th century. 29 In military technology, both East and West had cannon, outfit and horses.In summary, before the 15th century, the Chinese were ahead in oceangoing ship technology, with larger compartmented ships and efficient fore-and-aft lugsails on multiple masts. In the 15th century, the Chinese and the Europeans were in rough overall parity. The Chinese were ahead in ship size and hull construction, and the Portuguese were ahead in the arts of navigation, and at that place was parity in sail technology (the Chinese with battened lugsa ils, the Portuguese with lateen sails). Neither had a distinct overall advantage.Both were technologically capable of great voyages of discovery, mercenary enterprise, and colonization. In tracing the developments, what is distinctive is that the rate of progress in nautical technology of the West was considerably faster than that of the East. By the 16th century, the West was distinctly superior in ocean-going maritime technology (especially considering the regression that occurred in China due to policy influences). During the fifteenth century, Europe began a process of nprecedented expansion that by 1650 had affected all areas of the world. This was actually part of a global tendency towards complexity among many human societies. Matching the empires of the Aztecs, the Inca, and the West Africans were rising states on the Eurasiatic fringes such as Japan or the European monarchies in England, France, Spain, and Portugal. In Eurasia, developing navigational technology, along wi th expanding trade, encouraged long sea voyages by Arabs, Japanese, Chinese, and Europeans.But besides the Europeans linked up all the continents in a new global age, when sea power, rather than land-based armies, was the main force in empire-building. Overseas expansion was ostensibly related both as cause and effect to the European transition from medievalism. The Crusades and the Renaissance stimulated European curiosity the Reformation produced thousands of zealous religious missionaries seek foreign converts and refugees seeking religious freedom and the monarchs of emerging sovereign states sought revenues, first from trade with the Orient and later by exploiting a new world.Perhaps the near permeating influence was the rise of European capitalism, with its monetary values, profit-seeking motivations, investment institutions, and constant impulse toward economic expansion. Some historians have labeled this whole economic geological fault the Commercial Revolution. Othe rs have used the phrase in a narrower sense, referring to the shift in trade routes from the Mediterranean to the Atlantic. Interpreted either way, the Commercial Revolution and its consequent European expansion helped usher in the modern era.

The Relation Between the Customer Behavior and Shopping Centre

Title The simile between the customer behavior and obtain focalize promotion Author(s) RISHI The relation between the customer deportment and crapping meat promotion Citation Issue Date 22/3/2012 URL Rights 2002 http//hdl. handle. solve/10722/28778 The motive retains all proprietary right hands, ( much(prenominal) as patent rights) and the right to work in future works. The coition between the Customer Behaviour and obtain Centre Promotion A Case Study of Whampoa tend TSE Chun Wai DISSERTATION Submitted in partial fulfillment of the requirements for the degree of chasten of Housing instruction The University of Hong KongDecember 2002 DECLARATION i decl ar that this dissertation, entitled The relationship between the customer doingss and dis close down midriff promotion A reference study of Whampoa garden, represents my own work, except where due acknowledgement is made, and that it has not been previously included in a thesis, dissertation or report submitted to th is University or other(a) institution for a degree, diploma or other qualification. un Wai Acknowledgement This paper intends to show the relationship between the customer behaviors and obtain midpoint promotion, to discover the caper of the shop entre by studying the customer behaviors and examining the obtain promotion strategies. Firstly the reservoir sincerely convey Mr. Bonny Chiu who has worked ? n Whampoa Garden ? n the property instruction discussion section, for his assistance ? n providing randomness ab forth the details of Whampoa Garden and promotion strategies. Secondly, thanks must be expressed to Ms. Candy Lam and Ms. Jessica Wong classmates of Master of Housing Management wipe out overstepn valuable information regarding the shop center playing field of honor under their management. Thirdly, the author must also thank Ms.June Yau and Mona So for helping with word processing and harvest-timeion of the final characterscript and proofreading. Finally , the author wpismires to thank Dr. Eddie Hui, the supervisor of this dissertation, for his valuable guidance and defy in the research of this paper. THE UNIVERSITY OF HONG KONG i. I Il W ir . J Thesis Collection Deposited by the Author Contents Acknowledgement Abstract 1. insertion ti Am and quarrys p. 1 1. 2 Methodologies 1. 3 Researchmethod I . 4 Implication of the study 1. 5 Sourceofdata 2. p. 2 p. 3 p. 3 p. 4 P. 4 Customer behavior and obtain amount p. 5 2. 1 The rendering fcustomerbehaviour Dynamic customer behaviour Interaction Exchanges 2. 2 Why community go shop 2. 3 Factors matching shop behaviours and motivations 2. 4 Changingof obtainhabit 2. 5 Goal and characteristic of customer 2. 6 Conceptual puzzles and customer characteristics 2. 1. 1 2. 1. 2 2. 1. 3 2. 6. 1 2. 6. 2 2. 6. 3 2. 6. 4 Huff1s topological ride (1960) Timmermans conceptual model (1982) Sheths integrative theory 2. 6. 3. 1 Choicecalculus 2. 6. 3. 2 ShoppIng motives 2. 6. 3. 3 Shopping natural se lection Lindquist(1974-1975) 3. What is a obtain amount? 3. 1 The principle of a obtain gistIdentification the positioning, parting and function of a shop 3. 1 1 warmheartedness 3. 1. 2 Location ata shop centre 3. 1. 3 Catchmeritargona 3. 1. 4 Accessibility and interlink 3. 1. 5 TenantMix 3. 1. 6 Decoration Shopfront 3. 1. 7 Entrances 3. 1. 8 3. 1. 9 Finishes 3. 1. 10 Signagesystem 3. 1. 11 backing 3. 1. 12 Management 3. 1. 13 Promotion . 3. 2 Typeofshopcentre 3. 2. 1 3. 2. 2 The locality centre The community obtain centre p. 5 p. 6 p. 6 p. 6 p. 7 p. 8 p. 10 pli p. 11 p12 p. 12 p. 12 p. 13 p. 13 p. 14 p. 14 p. 17 p. 18 p. 18 p. 19 p. 19 p. 19 p. 20 p. 20 p. 21 p. 21 p. 22 p. 22 p. 23 p. 3 p. 23 p. 24 p. 25 p. 26 32. 3 The regonaI shop centre 3. 2. 4 Specialty shop centre 3. 3 The schooling of shopping centre 3. 4 Dev&opment of shopping centres in Hong Kong 3. 4. 1 Firstphase 3. 4. 2 Second phase 3. 4. 3 Third phase 4. CasestudyofwhampoaGarden 4. 1 background information a nd characteristic of Whampoa Garden 4. 1. 1 phylogeny 4. 1. 2 Accessibility 4. 1. 3 Catchrnent expanse and interlink 4. 1. 4 Conceptofnewtown 4. 1. 5 Theme Concept 4. 1. 6 Varietyofshop 4. 1. 7 Continuous refurbishment 4. 1. 8 Shoppingmanagement 4. 1. 9 Cleaning 4. 1. 10 Security 4. 1. 11 Air-conditioning 4. 1. 2 Maintenance & rep disseminate 4. 2 Findings Irnageattri simplyes 4. 2. 1 4. 2. 1. 1 Recreational assure 4. 2. 1. 2 Userfriendly 4. 2. 1. 3 Stores 4. 2. 1. 4 Qualityofstores 4. 2. 1. 5 Easeofuseby automobileandbus 4. 2. 2 Shoppers characteristics 4. 2. 2. 1 Gender 4. 2. 2. 2 Shopping attach to 4. 2. 2. 3 Travel model 4. 2. 2. 4 Occupation 4. 2. 2. 5 Monthly income 4. 2. 2. 6 Frequency of visits 4. 2. 2. 7 Presence of undesirable characters 5. Problems ofWhampoa Garden p. 32 p. 32 p. 32 p. 32 p. 34 p. 34 p. 34 P. 37 p. 38 p. 38 p. 39 p. 39 P. 40 p. 40 P. 41 p. 41 p. 41 p. 41 p. 4. 2 p. 43 p. 43 p. 43 p. 44 p. 44 p. 45 . 45 p. 45 p. 46 p. 47 Inadequate parking facilities Un cover footpaths/insufficient interlinks Unsuccessful theme concept p. 48 p. 48 p. 48 p. 49 p. 50 Lackofanchorteriants p. 51 Recession of selling industry p. 52 5. 1 Lack of mass transportation mesh topology 5. 2 5. 3 5. 4 5. 5 5. 6 p. 27 p. 27 p. 28 p. 29 p. 30 p. 30 p. 30 6. Recommendations and shopping centres in the future 6. 1 Understandshoppers strike 6. 2 HK$10 Plaza discountoutlets 6. 3 Transportation p. 54. p. 54 p. 54 p. 55 6. 4 lay spaces dried footpath 6. 5 Marketing strategies 6. 6 Signage 61 Development of theme concept 6. 8 Promotion . 8. 1 Advertising 6. 8. 2 Personal selling 6. 83 Sales promotion 6. 8. 4 Publicity p. 56 p57 p. 57 p. 58 p. 58 p. 59 p. 59 p. 59 p. 59 7. last p. 61 Questionnaires p. 63 Summary results of questionnaire for customers p. 68 Bibliography p. 73 Abstract In Hong Kong, the availability and transportation network of newly constructed site is highly important. The transport links, e specially by means of Mass Transit rail path line and Kow loon- quarter Railway, be vital to the retailers, as these would increase footfall, which burn down bring thetn much potential customers. However, it is all for the shoppers?Where leave they go and why forget they shop? Customers shopping habits and preference has changed over years. Most importantly, it has g superstar along with the development and construction of shopping centre. Now instead of shopping in the sheet, shopping in extensive department stores is a new trend. This paper aims at assessing the factors in attributing to the shoppers decision by starting with a brief description of customers behavioural models and the development of shopping centre in Hong Kong. Determining instalments include macrocosm convenience, benignant and entertainment environment, live mix, void facilities and catchment, etceteraWhampoa Garden is selected as the case study overall, the controlings shows active, well planned, coordinated and hebdomadary promotion should be operat ed throughout the year. Besides promotion, the infra social organisation of shopping centres also plays a vital role in deciding the retail pattern and the tenant mix. Therefore, active promotion activities and continual development of shopping centres should be used as the strategy to meet the ever-ever-changing demand and mitigate the pattern of the centre for their specified clientele. 1. Inlroduction Shopping centres are vital to our economy.Different planning of shopping centres causes distinguishable sizes and ar catments. However, all these planning would concur two purposes in mind to provide an optimum retailing environment for the tenants and to meet the needs of customers. In recent decades, shopping centres are becoming increasely important for the work they provide to individual consumers and whatsoever(prenominal) ways in which they benefit the communities in which they are located. Developers should want to know how and why people shop in their shopping centre s, but others just have a fare dodging and walking in the centre.From a commercial standpoint, it may distinguish consumer behaviour from other activities. This is the point for the shopping centre because win are generated when consumers select the shopping centre rather than another. Consumers are more interested in the facilities provided by the shopping centres, so that they could cast off their judgment of conviction arid m unrivaledy in there. The improvement of living arche caseful in Hong Kong has to lead the transformation of shopping behaviour of the residents. Formerly, markets were just habitations where people gather to aimher for retail activities.Nowadays, shopping centres have suffer multifunctional, and it is an enclosed area not only for shopping, but also for entertainment and amusement. A successful shopping centre must have the right location, ( well-to-do to glide slope) good management efficacious merchandising strategy arid the right tenant mix for t he demographic profile of the outlastence it serves. However, the haul of the shopping centre entrust slip downwards or fade away with the passage of measure demographic changes, competition arising from the other new shopping centres, etc. All these pose as undischarged challenge for the status of an existing shopping centre.Therefore, strategies are required for rejuvenation. The aim far promoting shopping centres is to improve their general commercial potentials and auxiliary facilities. In addition, the shoppers behaviors and characteristics, (preference, the choices ofthe retails shops, etc. ) as well as location of the shopping centre also have to consider. Furthermore, the competition from new shopping centres compels existing shopping centres to seek for the trounce ways and strategies to revive the business of a shopping centre. 1. 1 Aim and Objectives The aims of this study are to study and evaluate strategies for the shopping entre promotion in upgrading the val ue of a shopping centre. Factors such(prenominal)(prenominal) as marketing stand point, competition from other competitors, demographic of the surrounding areas, social and economic situation allow for be considered. In addition, this paper will study the consumer behaviour and characteristics, such as mooring of residence, mode oftransportation, frequency ofvisit and consumer images. The objectives ofthis study are as follows I. I . i To conduct a literature re ingest on the characteristics and the development 2 of shopping centre through a case study on Whampoa Garden Shopping Centre located at Hung Horn . i . 2 To study the behaviour of the customers i . 1. 3 To identify the decision problems and preferences ofthe customers i . i . 4 To analyze the store image from the view ofthe customers 1. 1. 5 To study why shopping centres require promotion strategies? and i . 1 . 6 To pick up the shopping centre promotion strategies 12 Methodologies in the theoretical framework, referenc e has been made to relevant books, magazines, newspaper, annual reports, journals as well as data from census and government statistics. In addition, marketing, promotion and management of shopping centres will also be included.In pose to obtain an understanding of the relationship between the customer behaviours and shopping centre promotion, this essay will examine two broad measures. The frequency of visit, purpose, accessibility, facilities, image and overall clinical depression of the shopping centre would be identified. Moreover, the age group, sex, place of living, working condition, income and household size of the customers will be studied. In order of magnitude to examine the taxonomies adopted by previous researchers of consumer (spatial) shopping behaviour such as Shepherd and Thomas, (1980) Spiggle and Sewell, (1987).The models such as Huffs topological model Timmermans conceptual model Sheths integrative theory and Lindquist will be reviewed. Those theories are foc used on the perception of the shoppers relating to the shopping centres image. Through the above methods, developers can select the right tenants and promotion strategies to generate income and promote the shopping centre image. On the other hand, a successful shopping centre can through the information such as age, income group and the customers behaviour, can decide the mess of business and formu posthumous promotion strategies to attract customers to visit. 1. 4 Implication ofihe StudyThe study will find out the behaviours of customers, and the relationships among the tenants, developers and the customers. In addition, the shopping centre promotion will also influence the investment atmosphere and affect the income of the developers. The above study can be a reference for other aging shopping centres in carrying out revival programme. LS Source of Data This study is hard to get secondary data for the shopping condition since relevant parties are reluctant to provide their busine ss strategies. Surveys would be carried out with the tenants and customers of the shopping centre in order to obtain the 4 first hand-data.On the other hand. , through interviews with the management staff and procedure staff, more information and data can also be obtained. Surveys and questionnaires will be conducted to obtain the old data. The questionnaire is printed in Chinese since the major(ip)ity of Hong Kongs population is Chinese. It contains questions about customer behaviour, personal particu1ar and the image of a shopping centre. 5 2. Customer Behaviour and Shopping Centre Customers pass off their time in purchasing goods and services, at the appropriate places where they will visit. In addition, they also ilk to spend their vacuous time for their aily activities such as entertainment, gathering arid shopping. Shopping centres provide them a place to meet these needs. What kind of shopping centre would be suitable for them what kind of function and facilities shoul d the centres have what kind of market strategies and what kind of promotion can get to more customers to visit the centre. I J1J1IIff check to Arnould, Price and Zinkham (2002), customer behaviours define as individuals or groups acquiring, using, and disposing of products, services, ideas, or experiences. Consumer behaviour also includes the acquisition and use of information.Therefore, communicating with consumers and receiving feedback from them is a crucial part of consumer behaviour of interest to marketers. Consumers may consist of individuals or groups including families, clubs and organizations, purchasing units within corporations, and government departments. Consumer behaviour is the study of tendere responses to products, services, arid the marketing of products and services. This topic is of considerable importance to marketing managers and marketing researchers because the focus on the consumers is the account contribution of marketing to business practice.Other b usiness function (e. g. , finance, accounting and production) either neglect the consumer or sink the consumer entirely. Organizations that lose sight of their consumers cannot compete effectually against firms that stay close to their consumers. Managers who really understand their customers develop fall in products and services, promote their products and services more effectively, and adopt marketing plans and strategies that foster sustainable competitive advantages for their products and services. Furthermore, managers who know their consumers cari range of a function and satisfy them more high-octanely.Such managers are important assets to any organization and are rewarded accordingly (Kardes 2002). The American Marketing Association defines consumer behaviour as the dynamic interaction of affect and cognition, behaviour, arid environmental events by which serviceman beings conduct the exchange aspects of their lives. There are at least leash important ideas that point ed out in this definition (1) consumer behaviour is dynamic (2) it involves interactions between effect and cognitions, behaviours, and environmental events and (3) it involves exchanges. The following implications are put forward. 2. 1. 1 namicCnsumer Behaviour Consumer behaviour is dynamic and means individual consumers, consumers groups, and society at arge are constantly changing and evolving across time. 2. 1. 2 Interaction It means that to understand consumers and develop superior marketing strategies, we must understand what they think (cognitions) and smelling (effect), what they do (behaviour, and the things and places (environmental) that influence and are 7 influenced by what consumers think, feel, and do. 2. 1. 3 Exchanges These nominate the definition of consumer behaviour consistent with current definitions of marketing that also emphasize exchange.In fact, the role of marketing is to ca-ca exchanges with consumers by formulating and implementing marketing strategi es (Peter and Olson, i 993). 2. 2 Why People GoShopping Why do people do the things they do? More specifically, why do they procure and consume the products, services, experiences, and brands they do? People always mention that when they are feeling low or want to reward themselves by shopping, and shopping can be see as a pleasure or a self-gift. The role of shopping and purchasing has taken on dramatic new meaning and trend to be a recreational shopping.The modem, self-enclosed shopping centre in all its variant forms has become a site to which consumers make frequent visits to satisfy a wide variety of needs including those aesthetic bedment, problem solving, and personal display. These trends lead the emergence of the plumpingst shopping centre such as Disney World, Universal Studios, and the wish well. Such shopping centres provide retail environments combine in shopping and entertainment. Going shopping is a major source of relaxation as well as a household chore. 1 When people realize that a good store exposed the greatest grant of its goods to he greatest number of its shoppers for the longest period of time, which put its merchandise in the path and the field of vision in a way that invites people for consideration. Were all aware of how shopping means diametrical things to antithetical people at opposite times. We use shopping as therapy, reward, bribery, pastime, as an excuse to get out of the house, as a way to troll for potentia loved ones, as entertainment, as a forni of program line or even workshop, as a way to kill time. There are compulsive shoppers doing honorable damage to their bank accounts and credit ratings, who use shopping as a cry for help (Underhil, i 999, p. 5-96). People going to shopping centres as all new modem shopping centres provide leisure spaces and varies facilities such as mini cinema, indoor family games stores and funfafr style shops. In addition, the enclosed environment, controlled climate, patrol of centre s security guards and the promotion events give customers a feeling of warmth, safety, comfort and satisfaction. In addition, people going shopping can be more often than not divided into three categories, they visit the supermarket to buy household chores occasional visits the regional shopping centre to buy fashion goods, elecirical app1iances and recently shopping centre as place for people gathering together and relish of fun. As Beddington stated in i 99 1 that shopping is a primary human activity in which almost every individual in civilized society Building and services for takes part, inevitably almost daily. shopping are as closely related to housing as those for education, health, institution and entertainment. Bund1in of products, product components, and services is an important consideration for manufacturers, retailers, and service providers bringing their goods and services to market. Bundling typically takes one or two forms virtuous or mixed (Adams and Yellen, i 976).There are four factors that affecting customers tendency to buy product and service. (1) whether the product and service are pure and mixed (2) the price discounts of a pure goods and service in comparison to the sum of the component of mixed (3) the functional relationship among the components and (4) number of components. As more and more shopping centres established with the development of property market, it is undeniable that the competition becomes more intense. besides as the economy recession of Hong Kong has not yet fully recovered, customers cautiously evaluate the goods and services when they use their savings, and he anchor product and service that they can obtain as they are become special(a) pricesensitive. On the other hand,, Shenzhen, a city in importantland China just about one min from Hong Kong by train, offers attractive entertainment facilities and low- priced retail goods in heterogeneous shopping complex. To a certain extent, it truly draws much H ong Kong customers away from Hong Kong s more expensive stores and restaurants. In general, most retail shops inside shopping centres use lo price as its competitive tool to combat competition. It is not difficult to find that shopping malls range from metropolitan to eighborhood emphasize the concept of Discount, Mega Sale it is peculiarly obvious in well-nigh festivals which ordinarily highlight the grooming of crazy sa1e during festival. As a result, the provision of discount become a general practice to marketers and become a norm to shoppers. Without the benefit of discount, customers are more Likely to hold up their consumption or shift to others stores with the provision of discount. Thus, it is not a long-term measure to combat competition. Ji iIU1iIk) tii flhlTi In the past, daily products such as provisions, wet diets are gathered in market atching movie, shopping, entertainment, games and shopping are located in different places, performed at different times for sp ecific people. Recently, the new modem shopping centres are characterised by new spatial form including leisure and consumption activities at the same place for different people. Centres are all modem and well-managed, together with special layout to attract tenants and customers. Many centres adopt the policy of supporting independent and specialist outlets to provide more choices and lower price for the customers.The concept of tenant mix is widely used is shopping management, it provides a one-stop services for the customers, so that customers can obtain their needs in one trip. In addition, the centre is also provided security patrol system, cleaning 11 service, temperature controlled and the promotion events, customers can enjoy their life here in the enclosed environment, make them feel warmth, comfort, safety and satisfaction. Furthermore, people are looked busier they would handle to save their shopping time and use for entertainment and pursuit of personal interest and ot her leisure time activities.Nowadays, people are more enjoy the largest one-shop shopping centres, which providing them at rest and efficient shopping. In order to attract more customers visiting the shopping centre, shopping centre not only providing convenient and efficient shopping for customers, it also develop as a place for leisure activities and create particular themes to enkindle their ability to competition. Recently, there has been a trend for developer to provide mini cinemas, indoor family games stores, funfair style shops and food courts inside the shopping centre. Therefore, customers regard as part of their life or entertainment and enjoyment of their leisure time, this lead to increasing the humdrum flow. In order to attract more unglamourous flow, developer recognized that almost of the customers are only spent their leisure time in the centre without any purchasing. However, the large of pedestrian flow will induce investors and tenants to invest in the shopp ing centres, in which with recreational, entertainment and extra facilities. Finally, shoppers like to visit shopping centre when shopping promotion is held. As lifestyle of Hong Kong people is so excited, more and more shoppers strive for he feeling of relaxation during their weekends or holidays with families and 12 friends. They usually prefer to spend a day at shopping centre, which can provide one-stop services. 2. 5 Goal and Characteristic of CuMomer Women shop not out of devotional love for family members, and their shopping behaviours is an investment in their families and relationships with family members. Purchasers are rationalized not in terms of what was spent, but in terms of savings and thrift. The savings and thrift generated through shopping so constitute funds that can be given to dependents and descendents (Price, Arnould, Zirikhan, 2002). 6 Conceptual Mxle1s and Customer Characteristics In the following, the major ideas from and models come ind by Huff, Timmerm an, Sheth, Lindquist and Wee be briefly discussed. 2. 6. 1 Huffs Topological Model (1960) It attempts to derive simple deductive models of consumer spatial behaviour and cognition, Potter (1982) considers that one ofthe landmarks was the graph theoretical or topological model of consumers space preferences developed by Huff(1960) (McGoldrick, Peter J, and Thompson, Mark G. (1992, p. 46)). fit in to Huff, consumer spatial behaviour was determined by the interaction of three systems the value, behaviour-space perception and accomplishment imagery. These refer to (i) the geographical location of the consumer of the consumer and his/her personal traits (ii) the perceived characteristics of the retail outlet and (iii) the perceive and objective features 13 of the transport network and the mode of travel. 2. 6. 2 Timmermans ConceptiialModel (1982) The model suggests that the decision problem such as the grapheme of goods to be bought, together with the consumers value system, informatio n aims, etc. , efines a set of decision criteria for the consumer which conditions the perception of the objective physical environment containing all potential outlets (McGoldrick, Peter J, and Thompson, Mark G. (1992, p. 47)). The decision making process makes this model involves an evaluation of to each one destination, base on the rating to evaluate attributes and Timmerman assumes that consumer will chose their the destination with the highest scale value. In addition, he further points out that familiarity with the unlike shopping opportunities and whether they are within reasonable travel time are two important factors in this respect. . 6. 3 Sheths integrative theory Sheth formulates a theory of shopping behaviour and a theory of shopping preference. A theory of shopping behaviour includes four types of surprising events can intervene between preference and behaviour, such as events occur between the time and place when shopping preference and intentions are established and when actual shopping behaviour takes place (McGoldrick, Peter J and Thompson, Mark G. (1992, p. 47)). Sheth further postulated three basic constructions interact to determine a shopper s preference or shopping predisposition. 14 2. 6. 3. Choice calculus Sheth used three systems such as ordered, dominant and trade-off as the first construct by which consumers may match their shopping motives with their shopping operation. In which sequential calculus eliminated shopping options that do not satisfy this motive until all shopping motives have been utilized. tradeoff calculus involves the evaluation of each shopping option on aU shopping motives simulianeously to obtain an overall acceptability score. Finally, dominant calculus evaluates each shopping option only on the most impor. ant shopping motive. 2. 6. 3. 2 SlmppingmotivesShopping motives refer to shoppers needs and wants related to the choice that shoppers looking for. In 1983, Sheth provided a line between functional need s and non-functional needs functional need is the shoppers need for the low prices or round products such as food, and non-functional need is the shoppers want to shop just for relieve boredom or some products such as clothes. In addition, Sheth mentioned that personal values, social values and epistemic values influence shoppers shopping motives. He further mentioned that special products also can influence shopper s motives. 2. 6. 3. Shopping option agree to Sheth, shopping options are determined by three market factors such as location, retail structure and positing/image. 15 2. 6. 4 Lindguist (1974-1975) Store image attributes groupings (McGoldrick, Peter J, and Thompson, Mark G. (1992, p. 59)). In this mode1 it describes nine store image attributes, which contributes to image formation or to favourable/unfavourable consumer attitudes towards outlets of various types. 2. 7 Shopping Centre go steady Attributes AccordIng to Wee (1986) a basket of 27 attributes was worked out th ough an examination of coefficient alpha values.It was eyeshot to adequately represent the domain of shopping centre image. By grouping the 27 attributes into different categories, 8 major factors of the customers towards store image are come out for ease compend. Detail ofthe factor analysis is as follows- Factor 1 Recreational Experience According to Wee, this factor accounts for 3 1 . 2% of the variance and incorporates most of the activity oriented. These are, in descending order of leadings, a place to spend time, an in place to go, a place to go when the weather is bad, a place to take children and a place to eat or drink. Two feature related variables, ecor and spaciousness, also lead significantly and are consistent with this interpretation. Factor 2 JJr Friendliness This label was chosen to describe the group of variables accuseing with factor 2. Most of these attributes are features, which make the centre an easier and more 16 pleasant place to use. These attributes tha t are extraordinary to this factor are the helpfulness of store staff, friendliness of the atmosphere, standard of security, toilet facilIties, seating area and air condoning. The two other attributes, place to eat or drink and a place to take children, load higher with factor i.Factor3 Stores It comprises the four attributes relating to stores at the center, rather than the centre itself. These rated the choice of major stores, the variety of stores, the product selection available within the stores and the general quality ofthe stores. Factor 4 Quality of Environment It combines the four attributes relating to the appearance and design of the centre, notely, cleanliness, lighting, spaciousness and decor. Factor 5 Ease ofUse by Car It represents the level of accessibility to car users, who tend to be in the majority at this centre. t is possibly surprising that layout crocked within this factor, rather than factor 2 or 4. This could suggest that the layout of at very large centr e is associated more strongly with accessibility than with the internal feature of the centre. Factor6 Others Factor 6 was labeled crowding incorporating the level of crowds and the number of undesirable characters. Factor 7, labeled ease of use by bus combines the opening hours and access by bus this provides a reminder that opening hours are, 17 in effect one element of accessibility. Only on attribute loads significantly ithin factor 8, the general leveL of prices. In this essay, look into will be conducted by using some attributes, which are mentioned above, for the analysis of the consumer behaviour of Whampoa. 18 3. What is a SltoppingCentre? The use of the world mall to describe a pedestrianised shopping street almost certainly originated in North America in ari effort to convey a great sense of space, quality and civilization than is normally associated with an arcade. Malls are usually covered and wide enough to provide a central area for planting, seating, fountains and other furniture.Although shops fronting an arcade are usually smaller than those in a shopping mall, the basic inconsistency between a mall and an arcade lies not in the types of shops found in them but in the volume of space between the frontages (Northen and Flaskoll 1977). The shopping centre is distinct from other forms of commercial retail development. It is a specialized, commercial land use and building type, which today is found throughout the world but until the late 1 970s thrived primarily in America suburbia, occurring only rarely in downtowns or rural areas. Over the years, it has been ransformed from a suburban concept to one with much broader and varies applications (Shopping Centre Development Handbook). According to Urban demesne Institutes (1990), shopping centre is defined as A group of commercial establishments, planned, developed, owned, arid managed as a unit related in location, size and type of shops to the trade area it serves it provides on-site parking in definite relationship to the types and sizes ofthe store (James (1993, p. 3)). Recently, Urban Land Institutes has redefmed this definition so that a shopping centre must have a minimum of three commercial establishments, and, in the case of urban 9 shopping centres, their on-site parking needs may be related not only to the types and sizes of the stores but also to the availability of of-site parkings and alternate means of access (Shopping Centre Development Handbook). However, it is not easy to derive a universally accepted definition of shopping centre because of several reasons. Shopping centres range in size from a very few shops to those with hundred number of shops, offering a full range of shopping provisions including large department stores, restaurants, supermarkets, entertainment facilities and parking spaces as well. 3. 1 The Principle olla ShopphigCentreThe successful of a shopping centre depends on many factors such as design and layout, its locatIon, its catehmen t areas, the way the business is run by the shop traders and whether there is any competition within the vicinity. Before constructing of the shopping centre, developer should understand the position of the centre in order to avoid competition with other centres The centre will depend on the size and the population to classify as community shopping centre or regional shopping centre. Also it will depend on the location that the transport can be reached together with visiting carparks.Then, developers should identify the role and function, and choose the most 20 suitable theme and butt end groups of retailers and shoppers. For any type of shopping centre will play different role and provide different goods and services to the specified catchment population. A good shopping centre requires to strength its image by special features and good facilities. 3. 1. 2 Locationnfa Shopping Centre Location is one of the paramount important elements for a shopping centre, accessibility and visi bility should be taken into account. The best location for a shopping centre should e located at strategic location in well-developed territorial dominion such as area close to railway stations or any transport interchanges. Retailers will decide to run their business as high visibility and easy accessibility of a shopping centre will increase the pedestrian flow also shoppers from other districts will be attracted to this centre. 3. 1. 3 Catchment Area To defme the catchment area is one of the major factors affecting the success of a shopping centre, developer should understand the needs of customers, and tailor-made the design and different type of shopping centre will have different criteria for catchment area. . 1. 4 Accessibility and Interlink The key to a successnul shopping centre plan is to attracted more pedestrians as they are potential shoppers. The greater the concentration, the better the shops will be run their business. The City Plaza at Taikoo Shing and New townspeo ple Plaza in Shatin, pedestrians have passed through the shopping centre 2 the provision of covered footbridge linking to all shopping centres is an congressman of diverting the pedestrian flow. The more time the shoppers stayed in the shopping centre, the more chance they spend.The trades of the retailers must make special arrangement, so that shoppers visit all parts of the shopping centre will not feel tired and lose their interest. 3. 1. 5 Ten ant Mix Selection of well-known brand label and anchor tenants is critical to strengthen the centre and appeal to others as pulling effect may be result by such tenant. It can also attract shoppers to visit all parts of the centre and maximize the haul ofprospective customers. However, the routing of centre should be well designed and balanced for all retailers.The success of a shopping centre may rely on proper designation of trades in its appropriate locations to create pedestrian flow to induce shoppers. In addition, a trade balance is also good for a shopping centre. Apart from catering the local needs, anchor tenants may attract more shoppers. Major tenants such as department stores, supermarkets, large Chinese and Western restaurants, chain stores and entertainment facilities such as iceskate field and cinemas. Beside the desigiated trades, some criterion for different trades should be considered. a) licensing requirements such as food premises require the provision of drainage, extra water supply supply and exhaust arrangement (b) eleclricity supply for fast food shop and large consumption of electricity imdes 22 (e) air conditioning for some trades require addition cold water and (d) floor loading will be considered for some trades that require installing heavy machines. 3. 1. 6 DecoratiGn hi order to attract tenants running their business in the shopping centre, the decorations should be glamour and attractive to induce potential and anchor raders. The layout of the shopping centre is a key factor in pat ronage and increasing the business promising. In addition, it is also ensured that customers could be convenient and easy to follow the route the signages are slowly to identify, so that to attract them from one end to the others, and from the first floor to the second, third and up to the fourth floor, etc. Furthermore, any dead-end to be avoided, and harmony standard in design and layout of the shopping centre should be included the design of the shopfront entrances and finishes. . 1. 7 Sliopfront Standard glass panels are installed in the front of each shop, which enable tenants to display their products or demonstrate the services to be provided in order to attract customers. To keep a continuity and uniformity of the shopfront, all tenants are requested to make use of the metal frontlet above the glass panels to place their trade name and logo. 3. 1. 8 Entrances The entrances for a shopping centre must be as attractive as possible locations 23 must be at a concentration of p edestrian flow.In addition, a successful shopping centre should provide enough customers flow especially in peak hour and season, and each entrance should be conspicuous and brig1t enough to draw caution of the pedestrians arid passers-by. It also is as wide or grand a possible so as to produce an elegant or classic image in order to impress both tenants and shoppers. A narrow entrance gives an unpleasant outlook and is unattractive. 3. 1. 9 Finishes The finishes should make customers feel well-situated, in which colour should be consistent with the theme of the shopping centre.The external wail facade of the shopping centre should be weaponed with pink and yellow tiles together with tempered glass glazing, in which light coloured materials could brighten up the appearance of the shopping centre. For internal wall facade with the corridors, mirrors should be installed on the wall. It makes customers feel more comfortable as space in the corridor looks like arger. In addition, in t he prominent places, the wall should be covered by stain slight steel, porcelain enamel or coated metal cladding. Furthermore, floors could be applied ceramic tiles and granite tiles in the open areas.However, for those areas in the centre of the shopping centre could pave granite slab and polished homogenous tiles to upgrade the shopping centre. Finally, the false ceiling with light trough could be covered the ceiling. 3. 1. 10 Signage System In order to direct pedestrian flow and strengthen the identity of the shopping 24 centre, a sizable name of the shopping centre with logo should be placed in the external wall in which is easy eye-catching for the customers. In addition, an external advertising paniel for anchor tenants should be installed on the Mall facade the main street.Furthermore, name of the tenants is shown in each floor together with a guide map, directories showing each tenant at each floor on the wall near the escalators and staircases. Main directories showing tena nts under different trade groups can be installed at the main access to facilities customers to identify and locate specified trade more easily. However, restriction must also be imposed on the size, colour and method of lighten up the signboards so as to obtain a better appearance as a whole. The amount of wording used and the size of lettering should be strictly controlled. . 1. 11 Marketing Marketing in which plays an authorized role In the retailing business. the chief target is provided a pleasant environment for the customers to spend their money, era tenants to promote their sales. The duty ofthe marketing people must realize that the aggressive advertising and promotion campaigns required huge amounts to pay for such activities. In addition, the on-going market analysis to explore the ever changing of market conditions, customers behaviours, purchasing index, attitude, social taste and trend should be studied to adapt the change.Market exposure is an important to gain t he latest market intelligence, so that pro-active strategies could be formulated to strike for survival and expansion. 3. 1. 12 Management 25 A successful centre can also be attributed to an efficient and effective management management a centre is a challenging role that requires all ski11s knowledge of a professional Management Company. From the shop tenants point of view, they desire reasonable profits, while from the customers point of view they expect an attractive, comfortable and constant flow of traders.Due to face with ever changing environment, high expectation from the tenants and customers, and the competitiveness in the vicinity, it is essential that effective and efficient management together with innovative marketing concepts should be adapted. 3. 1. 13 Promotion The centre should be designed to strengthen promotional and existenceity activities with an aim to draw the publics awareness to generate traffic and patronage, so as to create additional sales. More creativ e and innovative promotion activities, free coupons for shopping arid particular prize winning events will be introduced.In additIon variety show features and popular artists will be invited during holIdays. Promotion campaign will include to work out promotional programmes schedules to be think with the theme of the centre to arrange seasonal and festival decorations to issue shopping guide, display panels and newsletter to say a web site to publicize information and activities relating to the Mall arid arrange gatherings and meetings with shop tenants, district Councils and community groups. oTu) ifs s sjflfl 26 Much of the impetus for shopping centre development came from USA and by the id-1950s three main types of shopping centre had been recognized by developers, architects, plamiers and geographers (Dawson 1983). Shopping centres were originally divided into three leash types neighbourhood, community and regional recently, the development of specialized markets opportunity , numerous types of shopping centres have evolved. The acceptance of this three-fold classification has become one of the established truths of modern urban geography and remained in common use despite the consequent development ofmany centres which clearly do not fit any ofthe three ategories. The classification has become less meaningnzl because there are increases in the numbers of centres arid the irmovations in tenant policy design, location and development practices (Dawson 1983). The increase in hybrid shopping centre makes the types of shopping centres difficult to distinguish therefore the major tenant classifications and to a lesser extent the centre size and trade area determinate the type of centre. 4_ ff1rf irn i The neighbourhood shopping centres provide for the sale of convenience goods such as food, drugs, sundries and personal services.This centre is usually based on a supermarket and covers a wide range of convenience goods including personal services such as laun dry, dry cleaning and shoe repairs. It serves a localized catchment population less than 50,000. (Planning Department, 2001). It provides convenience goods and services which 27 consumers needs immediately and frequently. Shoppers as a rule find it most convenient to buy such goods and services near home or near workplace. majority ofthis shopping centre is located in public housing estates. Most are less than 30,000-100,000 straightforward feet (Shopping Centre DevelopmentHandbook, 1999). Typical Gross Leasable area is 50,000 shape feet. Shopping centres locate in public and nonpublic housing estates are typical example such as Metiopolis Plaza locates at Sheung Shui near the Kowloon Canton Railway. The shopping arcade is on level I and 2 just underneath the three interior(prenominal) blocks, with 60 shops of a total rentable area of 56,433 square feet. There are 129 private car and i i 9 bicycle parking spaces respectively. The centre is also accessible by public bus, public light bus and taxi, In addition, there are 22 lorry carpark spaces and 2 warhead lifts for loading and unloading.Between level i and 2, there are 2 escalators for customers. The centre is satisfied for local residents need as it includes food & beverage shops, convenience shops, boutique shops, shoes and leather shops, electrical appliance shops and others. 3. 2. 2 The Crnmnunity Shopping Centre Community shopping centre is built around a small department store or variety stores as anchor tenant. In addition to a supermarket provides convenience goods and offers a wide range of comparison goods and personal services. It usually locates in new town centre with convenient transportation network and erves a catehment population of about 50,000 to 1,OOOOOO (Planning Department, 2001). The range of the area is 100,000-450,000 square feet (Shopping Centre Development Handbook, 1999). Typical Gross rental area is 28 150,000 square feet. This type of shopping cenfre also offers greater dep th and range of merchandise and goods than neighbourhood shopping centre. It provides certain categories of goods, particularly commodities, which are less potential to be found in regional shopping centre. It attracts shoppers through the provision offull range ofshopping faciLities and goods. The maIn attraction ofthis kind f centre is usually the department store or some anchor tenants like ParkN Super Store, McDonalds Restaurant and Maxims Chinese Restaurant. On the other hand, neighbourhood shopping centres have potential power to be a community shopping centre as their sizes and populations are strong enough to support them, just as some community shopping centre can expand into regional shopping centre. Therefore, the position of community shopping centre is the in-between centre, and it is hard to categorize. Tuen Mun Town Plaza and Shatin New Town Plaza, Telford Garden in Kowloon Bay are categorized as regional shopping centre.Shopping centres in Hong Kong such as Hang Fa C huen in Chai Wan and City plaza in Taikoo Shing with several residential blocks in the vicinity, are categorized as community centres. 3. 2. 3 The Regional Shopping Cenfre Regional shopping centre usually has one or two full-line department stores, and the size can be range from 300,000 to 900,000 square feet, which can be served more than 150,000 populations. This type of shopping centre is a comparison trading centre, customers are visited on a regularly period or 29 occasional shopping trip to purchase goods such as fashion, shoes, furniture nd electrical appliances customers usually make the prices comparison before they buy. It usually serves Hong Kong people as a whole. It includes local residents, office people as well as tourists. For example, basin at Central, it provides consumer durable goods, personal services as well as entertainment. The catchrnent area of this centre involving into different district areas and serves for large group of population. Shopping centres s uch as Pacific Place, Landmark, Time Square at Causeway Bay arid Ocean Terminal at Tsim Sha Tsui and Festival Walk that serve for people in different districts. . 2. 4 Specialty Shopping Centre J_n Hong Kong, this kind of shopping centre represents relatively small categories of the market, typical example such as golden Shopping Centre in Shamshuipo for various types ofcomputer hardware and software program. Golden Shopping Arcade is suited at Yen Chow course and Kwei Lin Street in Shamsbuipo district. It is just a few steps away from the Shamshuipo Mass Transit Railway station, and public buses, public light buses and taxi can also be accessed. There are about 70 shops occupying two levels of the arcade. Beside he retailing shops, there are shops selling computer hardware and software of various brands and models. No matter new and experienced computer users, the arcade attracts them as the centre provides various software and hardware at lower prices. 30 3. 3 The Development f Shopping Centre According to Schiller, i 985, the term of shopping centre is ambiguous in Britain. It can mean either a comprehensive shopping development, as it does it most other countries, or a clustering of traditional shops in a town centre. Town centre can include planned and unplanned retail areas but shopping centre is often oosely used to mean a group of shops, which has been designed, planned, developed, owned, marketed and managed as a unit. Shopping centre is a planned assemblage of shop units which may or may not exist as part of sopping district, in which a shopping district can consist oftwo or more shopping centres. In Britain, many town centres has been developed as a shopping centre. According to McGildrick & Thompson, 1991), the massive suburban expansion in the last thirty to forty years has produced the features of urban beautify usually associated with the term Shopping Centre, but the British residential sprawl