Langston Hughes and the Harlem Renaissance Free Essays

string(74) of slave ships bursted to the split of the whips about his thighs†. Longboats Hughes and the Harlem Renaissance Harlem Renaissance was without a doubt a social and social-political development for the African American race. The Renaissance was numerous things to individuals, however it is best depicted as a social development where the elevated level of dark aesthetic social creation, requested and got acknowledgment. Numerous African American authors, performers, writers, and pioneers had the option to communicate their imagination from multiple points of view because of their social condition. We will compose a custom paper test on Langston Hughes and the Harlem Renaissance or on the other hand any comparative theme just for you Request Now Until the Harlem Renaissance, verse and writing were ruled by the white individuals and were about the white culture. One author specifically, Longboats Hughes, got through those obstructions that not many African-American craftsmen had done before this period. Longboats Hughes assumed a significant job and was a gigantic impact on African-American culture all through the United States during the period of the Harlem Renaissance. He has composed numerous sonnets that were impacted during the Harlem Renaissance, Trumpet Player and Harlem. From my point of view these sonnets communicated his cadenced style and his association with the Harlem Renaissance. In the sass’s and early sass’s, there was an African American social development cap occurred in the area of Harlem, New York. It is differently known as the Harlem Renaissance, the Black Literary Renaissance, or the New Negro Movement. This development created toward the finish of World War I in 1918, bloomed in the mid to late sass’s, and blurred in the mid sass’s. There were a few things that added to the ascent of this timeframe, after isolation was made legitimate in the South, it made everyday environments excruciating for African-Americans. They were weak under the steady gaze of the law and not exactly human according to numerous whites† (Harlem Renaissance 954). This made an incredible relocation the North which appeared to be completely essential for African-Americans. There was a modern blast happening in the North and it was making an interest for work. Many settled in northern urban communities, for example, Chicago, Philadelphia, and Cl eveland, however New York was the goal for most. This relocation toward the North was an enormous forward leap for African-Americans and was the start of the social development, the Harlem Renaissance. The Harlem Renaissance was additionally considered as an abstract development drove by the African-Americans. It was a period of African-American imagination in writing, music, move, and workmanship. This development made astonishing open doors for African-Americans, they had the option to seek after their deepest desires without being victimized. They persisted lastly got what they trusted and longed for from white society. African-Americans got better training, greater business openings, and were progressively recognized in the performing expressions. African Americans worked not just with another feeling of certainty and reason yet additionally with a feeling of accomplishment at no other time experienced by such a large number of dark specialists in the Eng, upset history of the people groups of African plunge in North America† (Harlem Renaissance 953). During this time the dark culture was getting progressively famous and acknowledged by non-blacks. The Harlem Renaissance was imperative to African-Americans since it was the primary significant advance towards fairness. Numerous African-Americans started to compose during this time and started getting saw for their works. Some normal topics spoke to during the Harlem Renaissance were the impact of the experience of subjugation and developing African-American society conventions on dark character, the impacts of institutional bigotry, the lemmas characteristic in performing and composing for tip top white crowds, and the topic of how to pass on the experience of present day dark life in the urban North† (Wisped, Harlem Renaissance). In a large number of the compositions that I have perused from the Harlem Renaissance period, they really delineated their battles and encounters through their works. There were various renowned artists that rose up out of this time, Longboats Hughes was one of the most well known artists and authors of this time. His sonnets were for the most part about his legacy and furthermore the encounters of Africans. Hughes was an incredible author with much decent variety in his kinds of compositions. His verse was a path for us to see an image of urban life during the Harlem Renaissance, the propensities, perspectives, and sentiments of his mistreated individuals. These sonnets accomplished more than uncover the torment of destitution, it additionally outlined racial pride and respect. His principle concern was the inspire of his kin, whose qualities, strength, fearlessness, and funniness he needed to record as a component of the general American experience† (Wisped, Longboats Hughes). Hughes was not embarrassed about his legacy and his principle subject, â€Å"black is beautiful,† was communicated and shared to the world through his verse. During the artistic development, music was key to the social development of the Harlem Renaissance, which was a primary element of Hughes verse. He had a significant specialized impact by his accentuation on society, Jazz, and blues rhythms as the premise of his verse of racial pride. Hughes utilized this remarkable style of composing since it was essential to him to have the perusers feel and experience what they were perusing, â€Å"to perceive the undercover manner of speaking in verse meaner to value the cover among emotive and desultory verse. Established in melody, the verse restores the custom of human communion† (Miller 52). The sonnet that I felt reflected Languor’s melodious style and communicated the battles of his kin was, â€Å"Trumpet Player†. In the wake of perusing it ordinarily unobtrusively, so anyone might hear, and with music I had the option to really comprehend the implying that was depicted through this sonnet. The trumpet player in this sonnet was â€Å"The Negro’ who sat on the stage, playing his trumpet, and revealing to us his anecdote about the over a wide span of time battles of his life. In the main verse where Longboats specifies â€Å"Has dim moons of exhaustion Beneath his eyes†, discloses to me that he has experienced numerous things for an amazing duration ND by taking a gander at him you can see the battles he has confronted. The line that follows gives you a knowledge to what he recalls and his rough past, â€Å"Where the seething memory of slave ships blasted to the break of the whips about his thighs†. You read Langston Hughes and the Harlem Renaissance in class Papers After perusing the main verse you’ve found out about the trumpet player and the existence that he has lived. â€Å"The Negro’ keeps on playing â€Å"with the trumpet at his lips, has a head of lively hair restrained down, Patent-leathered now, Until it sparkles like Jet-Were fly a crown†. In this verse I felt that Longboats indicated the excellence of the trumpet player in spite of the battles he has confronted. With music assuming a significant job in Languor’s style of composing and in the trumpet player’s life, he communicates this in the third verse: â€Å"The music, From the trumpet at his lips, Is nectar, Mixed with fluid fire†. The music that the trumpet player plays resembles â€Å"honey’ to him, it is simple and feels better, â€Å"mixed with fluid fire† meaning it is solid and amazing simultaneously. Longboats proceeds to clarify how significant the trumpet is for the trumpet player. He portrays the cadence as â€Å"ecstasy, refined from old desire†, by utilizing the word â€Å"ecstasy’ Longboats communicates how moving and pleasurable the music is to the crumple player. Refined from old desire† mirrors that the trumpet player has consistently wanted to play, and despite the fact that his craving has matured he despite everything includes it inside his spirit to play. Inside the fourth refrain Longboats broadly expounds on ho w profound the craving inside the trumpet player truly is. â€Å"Desire, That is yearning for the moon, Where the moonlight’s yet a spotlight In his eyes†, I felt that in this line Longboats is disclosing to us that the trumpet player aches for incredible things as high as the moon, yet for him it is inaccessible and may be a spotlight in his eye. He additionally amperes his longing, â€Å"longing for the ocean, where the sea’s a bar-glass, sucker size†; it is another method of disclosing to us that his wants, expectations, and dreams are as large as the ocean, yet carrying on with the life of persecution it might be the size of a little glass. The fifth verse permits us to make a picture in our psyche what the trumpet player looks and feels as he is playing the trumpet. He is remaining there with his Jacket that has a â€Å"fine one-button roll†, playing his trumpet without perusing music from a page. Doesn't know Upon what riff the music slips†, I saw this line to be ground-breaking, the trumpet layer plays and makes music from inside his brain and soul, his endowment of music is so significant it exudes directly out of him without perusing a solitary note. â€Å"Its hypodermic needle to his soul†, Longboats additionally depicts the extreme inclination he gets as he plays, practically like a medication, perhaps excruciating to his spirit. â€Å"But delicately, as the tune originates from his throat, Trouble Mellows to a brilliant note†, this last refrain characterizes for us why the trumpet player plays. Despite the fact that he has confronted mistreatment, a brutal past, edginess, and battle the trumpet player utilizes the music to smooth his spirit and reverse his torment to â€Å"a brilliant note†. All through this sonnet Longboats Hughes had the option to communicate utilizing his Jazz-like structure and melodic stream, the battles, at various times, that his kin have looked for a mind-blowing duration. Another sonnet that I felt really delineated the sentiments of African-Americans during the H

Extraordinary Rendition Essay Example for Free

Unprecedented Rendition Essay Unprecedented interpretation is a political practice that includes intentional exchange of people to different locales for cross examination utilizing coercive methods. These people who contain psychological oppressors are generally moved to outside nations where torment and other furtive exercises are viewed as ordinary during the time spent getting data. The term remarkable interpretation can be compared to version which alludes to giving over of people to different wards without following the vital lawful procedure. Notwithstanding, the complexity is that unprecedented interpretation infers the utilization of torment (Great Britain: Parliament: House of Commons: Foreign Affairs Committee House of Commons, 2009). Despite the fact that it is related with the September 11 assault, the procedure can be followed back to the organization of President Bill Clinton. The assault on September 11 just elevated and extended the program (American Civil Liberties Union, 2005). The procedure of remarkable interpretation is illicit, which discloses the need to convey it outside the United States an area. Since the United States is limited by the United Nations Convention Against Torture (UNCAT), it utilizes the administrations of different nations that don't have exacting human rights insurance laws. This training can be added up to redistributing torment. Previous CIA specialist Robert Baer notes that,â€Å"If you need a genuine cross examination, you send a detainee to Jordan. In the event that you need them to be tormented, you send them to Syria. On the off chance that you need somebody to vanish never to see them again you send them to Egypt. † (American Civil Liberties Union, 2005; para 2). The idea of the interpretation program in the US raise genuine discussion with respect to its avocation. The procedure is in itself merciless, extra-lawful and a maltreatment of traditional human rights. In any case, unprecedented interpretation is a program that objectives psychological militant who represent a danger to honest American regular citizens and along these lines one would contend that the program is legitimized. Since the September 11 assault, it has been important to acquire data viewing psychological warfare as quick as conceivable so as to gurantee the security of America. Finding some kind of harmony between national security and safeguarding of human rights would be a dubious issue on the grounds that there are substantial contentions from the two sides. References American Civil Liberties Union. (2005). Actuality Sheet: Extraordinary Rendition . Recovered june 6, 2010, from: http://www. aclu. organization/national-security/truth sheet-remarkable version Great-Britain: Parliament: House of Commons: Foreign Affairs Committee House-of-Commons. ( 2009). Human rights yearly report 2008: seventh report of meeting 2008-09, report, along with formal minutes, oral and composed proof. London: The Stationery Office.

The Twilight Saga 3 Eclipse Chapter 3. MOTIVES Free Essays

string(67) still took a gander at Phil with goo-goo eyes, and that was comforting. THE SUN WAS SO DEEPLY BURIED BEHIND THE CLOUDS that there was no real way to tell on the off chance that it had set or not. After the long flight †pursuing the sun westbound so it appeared to be unmoving in the sky †it was particularly perplexing; time appeared to be strangely factor. It shocked me when the backwoods offered path to the principal structures, flagging that we were almost home. We will compose a custom exposition test on The Twilight Saga 3: Eclipse Chapter 3. Thought processes or then again any comparative point just for you Request Now â€Å"You’ve been very quiet,† Edward watched. â€Å"Did the plane make you sick?† â€Å"No, I’m okay.† â€Å"Are you tragic to leave?† â€Å"More soothed than pitiful, I think.† He raised one eyebrow at me. I realized it was futile and †much as I would have rather not let it out †pointless to request that he keep his eyes out and about. â€Å"Rene is a great deal more . . . discerning than Charlie somehow or another. It was making me jumpy.† Edward giggled. â€Å"Your mother has a fascinating psyche. Practically honest, however shrewd. She sees things uniquely in contrast to other people.† Astute. It was a decent depiction of my mom †when she was focusing. More often than not Rene was so stupefied by her own life that she didn’t notice much else. Be that as it may, this end of the week she’d been giving a lot of consideration to me. Phil was occupied †the secondary school baseball crew he instructed was in the end of the season games †and being distant from everyone else with Edward and me had just honed Rene’s center. When the embraces and screeches of enjoyment were off the beaten path, Rene started to watch. What's more, as she’d watched, her wide blue eyes had become first confounded and afterward concerned. Toward the beginning of today we’d taken a stroll along the sea shore. She needed to flaunt all the wonders of her new home, despite everything trusting, I figure, that the sun may draw me away from Forks. She’d likewise needed to chat with only me, and that was handily orchestrated. Edward had manufactured a research project to give himself a reason to remain inside during the day. In my mind, I experienced the discussion once more. . . . Rene and I sauntered along the walkway, attempting to remain in the scope of the rare palm tree shadows. In spite of the fact that it was early, the warmth was covering. The air was so substantial with dampness that simply taking in and out was giving my lungs an exercise. â€Å"Bella?† my mom asked, watching out past the sand to the softly slamming waves as she talked. â€Å"What is it, Mom?† She murmured, not meeting my look. â€Å"I’m stressed. . . .† â€Å"What’s wrong?† I asked, on edge without a moment's delay. â€Å"What can I do?† â€Å"It’s not me.† She shook her head. â€Å"I’m stressed over you . . . what's more, Edward.† Rene at long last took a gander at me when she said his name, her face contrite. â€Å"Oh,† I muttered, focusing on a couple of joggers as they passed us, doused with sweat. â€Å"You two are more genuine than I’d been thinking,† she went on. I glared, rapidly looking into the most recent two days in my mind. Edward and I had scarcely contacted †before her, at any rate. I thought about whether Rene was going to give me a talk on duty, as well. I didn’t mind that the manner in which I had with Charlie. It wasn’t humiliating with my mother. All things considered, I’d been the one giving her that talk over and over the most recent ten years. â€Å"There’s something . . . weird about the manner in which both of you are together,† she mumbled, her temple wrinkling over her pained eyes. â€Å"The way he watches you †it’s so . . . defensive. Like he’s going to hurl himself before a projectile to spare you or something.† I chuckled, however I was as yet not ready to meet her look. â€Å"That’s an awful thing?† â€Å"No.† She glared as she battled for the words. â€Å"It’s simply extraordinary. He’s exceptionally extraordinary about you . . . what's more, exceptionally cautious. I sense that I don’t truly comprehend your relationship. Like there’s some mystery I’m missing. . . .† â€Å"I think you’re envisioning things, Mom,† I said rapidly, battling to keep my voice light. There was a vacillate in my stomach. I’d overlooked how much my mom saw. Something about her basic perspective on the world slice through all the interruptions and penetrated right to reality of things. This had never been an issue. Up to this point, there had never been a mystery I couldn’t advise her. â€Å"It’s not simply him.† She set her lips protectively. â€Å"I wish you could perceive how you move around him.† â€Å"What do you mean?† â€Å"The way you move †you situate yourself around him without considering it. At the point when he moves, even a smidgen, you alter your situation simultaneously. Like magnets . . . or then again gravity. You’re like a . . . satellite, or something. I’ve seen nothing like it.† She pressed together her lips and gazed intently at. â€Å"Don’t tell me,† I prodded, compelling a grin. â€Å"You’re perusing puzzles once more, aren’t you? Or on the other hand is it science fiction this time?† Rene flushed a fragile pink. â€Å"That’s close to the point.† â€Å"Found anything good?† â€Å"Well, there was one †yet that doesn’t matter. We’re discussing you right now.† â€Å"You should adhere to sentiment, Mom. You know how you crack yourself out.† Her lips turned up at the corners. â€Å"I’m being senseless, aren’t I?† For a large portion of a second I couldn’t answer. Rene was so effortlessly influenced. Some of the time it was ideal, on the grounds that not every last bit of her thoughts were viable. Be that as it may, it tormented me to perceive how rapidly she gave in to my trivializing, particularly since she was dead right this time. She gazed upward, and I controlled my demeanor. â€Å"Not senseless †simply being a mom.† She chuckled and afterward signaled fabulously toward the white sands extending to the blue water. â€Å"And this isn’t enough to get you to move back in with your senseless mom?† I cleaned my hand drastically over my brow, and afterward claimed to wring my hair out. â€Å"You become accustomed to the humidity,† she guaranteed. â€Å"You can become accustomed to rain, too,† I countered. She elbowed me energetically and afterward accepting my hand as we strolled back to her vehicle. Other than her stresses over me, she appeared to be sufficiently glad. Content. She despite everything took a gander at Phil with goo-goo eyes, and that was encouraging. You read The Twilight Saga 3: Eclipse Chapter 3. Intentions in class Exposition models Surely her life was full and fulfilling. Without a doubt she didn’t miss me that much, even at this point. . . . Edward’s cold fingers brushed my cheek. I looked into, squinting, returning to the present. He inclined down and kissed my temple. â€Å"We’re home, Sleeping Beauty. Time to awake.† We were halted before Charlie’s house. The patio light was on and the cruiser was stopped in the garage. As I analyzed the house, I saw the shade jerk in the lounge room window, blazing a line of yellow light over the dull yard. I moaned. Obviously Charlie was holding back to jump. Edward more likely than not been suspecting something very similar, in light of the fact that his appearance was hardened and his eyes remote as he came to get my entryway for me. â€Å"How bad?† I inquired. â€Å"Charlie’s not going to be difficult,† Edward guaranteed, his voice level with no trace of diversion. â€Å"He missed you.† My eyes limited in question. On the off chance that that was the situation, at that point for what reason was Edward strained as though for a fight? My pack was little, however he demanded conveying it into the house. Charlie held the entryway open for us. â€Å"Welcome home, kid!† Charlie yelled like he truly would not joke about this. â€Å"How was Jacksonville?† â€Å"Moist. Also, buggy.† â€Å"So Rene didn’t sell you on the University of Florida?† â€Å"She attempted. Be that as it may, I’d preferably drink water over breathe in it.† Charlie’s eyes glimmered reluctantly to Edward. â€Å"Did you have a decent time?† â€Å"Yes,† Edward replied in a peaceful voice. â€Å"Rene was very hospitable.† â€Å"That’s . . . um, great. Happy you had fun.† Charlie gotten some distance from Edward and pulled me in for a sudden embrace. â€Å"Impressive,† I murmured in his ear. He thundered a chuckle. â€Å"I truly missed you, Bells. The food around here sucks when you’re gone.† â€Å"I’ll jump on it,† I said as he let me go. â€Å"Would you call Jacob first? He’s been irritating me at regular intervals since six o’clock toward the beginning of today. I guaranteed I’d have you call him before you even unpacked.† I didn’t need to see Edward to feel that he was excessively still, excessively cold close to me. So this was the reason for his strain. â€Å"Jacob needs to converse with me?† â€Å"Pretty awful, I’d state. He wouldn’t mention to me what it was about †just said it was important.† The telephone rang at that point, high pitched and requesting. â€Å"That’s him once more, I’d wager my next paycheck,† Charlie mumbled. â€Å"I got it.† I rushed to the kitchen. Edward trailed me while Charlie vanished into the front room. I snatched the telephone mid-ring, and bent around with the goal that I was confronting the divider. â€Å"Hello?† â€Å"You’re back,† Jacob said. His recognizable imposing voice sent an influx of contemplation through me. A thousand recollections spun in my mind, tangling together †a rough sea shore flung with driftwood trees, a carport made of plastic sheds, warm soft drinks in a paper sack, a little live with one too-little ratty loveseat. T

Assigment- face of freedom free essay sample

Peruse the inquiry underneath and utilize your insight into the timeframe to compose your reaction. You are free to allude back to the exercise; be that as it may, all composing ought to be in your own words. Question: Explain how opportunities for African Americans were socially, strategically, and monetarily constrained from 1865 to 1900? Your reaction should comprise of at any rate three passages including one section for every one of the accompanying: †¢ social constraints †¢ political restrictions †¢ monetary impediments You ought to likewise incorporate in any event one individual, term, or occasion from the exercise in each section. Social: Although Southern states passed laws that expanded racial segregation. Literaty tests and survey charges were utilized to get dark voters far from polling forms boxes. African American voters were likewise shielded from casting a ballot through survey charges. This yearly expense was required to be paid before a vote could be thrown. Tenant farmers frequently needed more cash to make good on the assessment. Monetary: the Thirteenth Amendment had prohibited subjugation, obviously the Black codes were stilled an issue to numerous freedmen. We will compose a custom article test on Assigment-face of opportunity or then again any comparable point explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page The Black codes, which passed not long after the Civil War finished, kept up a modest wellspring of homestead work and supported the social chain of command. These codes made it unlawful for African Americans to convey weapons or vote. They couldn't serve on juries, affirm in court against or wed white residents, or travel without grants. The Black codes weren’t totally gone until 1868 when the fourteenth amendment was sanctioned. Very few other extraordinary issues happened until the finish of the nineteenth century when the Jim Crow laws developed. Jim Crow laws were racial isolation laws that isolated white residents and African Americans in schools, medical clinics, parks, and on railways. Isolated Southern schools gave white understudies new course readings and perfect, well-lit offices, while African Americans needed to manage with torn, obsolete books. Regularly a few evaluations of African American understudies were packed into a solitary room. Monetary: Economic conditions toward the finish of the nineteenth century were a hindrance to progress for African Americans. During the Civil War, nations denied of cotton from the South had started to develop their own cotton. When creation continued in the South, advertise costs had been sliced down the middle. Banks that had credited cash to the Confederate government couldn't gather their obligations. Credit turned out to be progressively difficult to acquire. A financial frenzy in 1873 prompted the conclusion of certain banks. Railroad organizations left business, and the financial exchange fallen. For some African Americans there was minimal decision. To stay in the South was to confront destitution, brutality, and segregation. Leaving the South appeared to be the main alternative. African Americans confronted isolation and separation in numerous northern urban areas also Real domain operators shielded them from purchasing homes specifically neighborhoods. Entrepreneurs employed African Americans just if no other work source was accessible. African American laborers were regularly the initial ones terminated when business eased back. Notwithstanding these difficulties, African Americans kept on leaving the South.

African American History and Women Timeline 1700-1799

African American History and Women Timeline 1700-1799 [Previous] [Next] Ladies and African American History: 1700-1799 1702 New York passed a law forbidding open social occasions by at least three oppressed Africans, denying declaration in court by subjugated Africans against white settlers, and precluding exchange with oppressed Africans. 1705 Virginia Slave Codes of 1705 were ordered by the House of Burgesses in the Colony of Virginia.  These laws all the more obviously outlined contrasts in rights for contracted workers (from Europe) and captives of shading.  The last included oppressed Africans and Native Americans offered to settlers by other Native Americans.  The codes explicitly sanctioned the exchange subjugated individuals and set up privileges of possession as property rights.  The codes additionally precluded the Africans, regardless of whether free, from striking white individuals or possessing any weapons.  Many antiquarians concur this was a reaction to occasions, including Bacons Rebellion, where white and dark workers had joined together. 1711 A Pennsylvania law banning subjugation was upset by Britains Queen Anne.New York City opened an open slave showcase on Wall Street. 1712 New York reacted to a slave revolt that year by passing enactment focusing on dark and Native Americans.  The enactment approved discipline by slave proprietors and approved capital punishment for oppressed Africans sentenced for homicide, assault, pyromania or attack.  Freeing those subjugated was made progressively troublesome by requiring a noteworthy installment to the administration and an annuity to the one freed.â 1721 The province of South Carolina constrained the privilege of casting a ballot to free white Christian men. 1725 Pennsylvania passed An Act for the Better Regulating of Negroes in this Province, giving more property rights to proprietors, constraining contact and opportunity of Free Negroes and Mulattoes, and requiring an installment to the administration if a slave were liberated. 1735 South Carolina laws required liberated captives to leave the province inside a quarter of a year or come back to oppression. 1738 Outlaw slaves set up a perpetual settlement at Gracia Real de Santa Teresa de Mose, Florida. 1739 A couple of white residents in Georgia appeal the representative to end carrying Africans to the province, considering oppression an ethical wrong. 1741 After preliminaries for scheme to torch New York City, 13 African American men were singed at the stake, 17 African American men were hanged, and two white men and two white ladies were hanged. South Carolina passed increasingly prohibitive slave laws, allowing the murdering of defiant slaves by their proprietors, forbidding the educating of perusing and writing to oppressed individuals and precluding subjugated individuals from acquiring cash or assembling in gatherings. 1746 Lucy Terry composed Bars Fight, the primary known sonnet by an African American. It was not distributed until after Phillis Wheatleys sonnets were, went down orally until 1855.  The sonnet was about an Indian strike on Terrys Massachusetts town. 1753 or 1754 Phillis Wheatley conceived (oppressed African, artist, first distributed African American author). 1762 Virginias new democratic law indicates that solitary white men may cast a ballot. 1773 Phillis Wheatleys book of sonnets, Poems on Various Subjects, Religious and Moral, wasâ published in Boston and afterward in England, making her the primary distributed African American author, and the second book by a lady to be distributed in the land which was going to turn into the United States. 1777 Vermont, setting up itself as a free republic, prohibited bondage in its constitution, permitting contracted subjugation limited by their own assent.  Its this arrangement that grounds the case of Vermont to be the primary state in the United States to ban subjection. 1780 - 1781 Massachusetts, the primary New England settlement to lawfully build up slave possession, found in a progression of legal disputes that bondage was viably abrogated  African American men (yet not ladies) reserved the privilege to cast a ballot. Opportunity came, truth be told, all the more gradually, including some oppressed Africans getting contracted. By 1790, the government registration indicated no slaves in Massachusetts. 1784 (December 5) Phillis Wheatley kicked the bucket (artist, oppressed African; first distributed African American author) 1787 Thomas Jeffersons girl, Mary, goes along with him in Paris, with Sally Hemings, likely his wifes subjugated relative,  accompanying Mary to Paris 1791 Vermont was admitted to the Union as a state, protecting a bondage boycott in its constitution. 1792 Sarah Moore Grimke conceived (abolitionist, womens rights advocate) 1793 (January 3) Lucretia Mott conceived (Quaker abolitionist and womens rights advocate) 1795 (October 5, 1795) Sally Hemingsâ gives birth to little girl, Harriet, who kicks the bucket in 1797. She will bring forth four or five additional kids, likely fathered by Thomas Jefferson.â Another little girl, Harriet, conceived in 1801, will vanish into white society. around 1797 Sojourner Truth (Isabella Van Wagener) conceived anâ enslaved African (abolitionist, womens rights defender, serve, instructor) [Previous] [Next] [1492-1699] [1700-1799] [1800-1859] [1860-1869] [1870-1899] [1900-1919] [1920-1929] [1930-1939] [1940-1949] [1950-1959] [1960-1969] [1970-1979] [1980-1989] [1990-1999] [2000-]

Prepping and Reflecting During the Beginning of a New Semester

Prepping and Reflecting During the Beginning of a New Semester It’s the fourth week of the spring semester, and while spring seems to be nowhere in sight, I like to take time this week to reflect on how I’ve been preparing myself thus far this semester and think about what’s working and what’s not. Reflecting on your preparation techniques around the quarter mark of your semester is a great way to assess if everything you’re doing is serving you or not. Are you taking on too many responsibilities? Is your battle with procrastination looking like a victory or a big fat L? Are you getting enough sleep, and is your current lifestyle sustainable? Asking myself these questions along with others helps me analyze if my time management and life balance is effective or not and pinpoint exactly what areas of my life might need some attention. Reflecting on the Past and Present I have found that the best question to ask myself first is, “How exhausted have I been on Fridays?” I have been notoriously exhausted beyond measure every Friday for the past handful of years, so I use this as a sort of tool now to determine if I’m either doing too many things throughout the week or if I’m not balancing and managing my time between these things efficiently enough. If I do find that I’m feeling exhausted on Fridays at the beginning of the semester, I always ask myself what specifically is making me so tired. A lot of times, I used to associate exhaustion with not getting enough sleep, which is usually the case for physical exhaustion, but I failed to ask myself why I was sleeping so little. Sometimes it was because I had wayyyy too much on my plate, but other times it was merely because I was not managing my time well. I have found that it’s important to distinguish between the two so that you make the best decision to ensure you’re living a healthy and fulfilling lifestyle.   I have learned that it’s also important to realize that exhaustion does not just mean physical tiredness, but also mental and emotional exhaustion. It’s important to pay attention to these feelings as well since any form of exhaustion can lead to a lesser quality of life, and one is not more important than the other. Prepping for the Future The fourth week of the semester is also around the time when you start to really get into the swing of things with your daily schedules and routines, so it’s a lot easier to assess if those routines are working or not. After I’ve determined if my routines are effective and made any necessary changes, I like to do some longterm semester planning. For me, this usually includes marking down all due dates in my planner as well as any events or applications that will come up during the semester. Doing this has always kept me on track for the entire semester and helped me remember my commitments and responsibilities. I also tend to do some longterm financial planning for things like summer savings or any big spend events in the future. I like to have a guide so that I always know where my money is going and when. The biggest part about prepping and reflecting during the beginning of the semester is to remember that it’s just the beginning. If things aren’t going too well, you still have several weeks to make adjustments to your schedule and commitments. This isn’t a time to be harsh on yourself; it’s a time to critically think about your decisions and change anything that isn’t going to help you be happy, be healthy, and achieve your goals, no matter what they be. Taylor Class of 2021 Hey y’all, I’m a History and Gender and Women Studies double major and a French minor from Chicago! I concentrate in all things Black and Black women studies and love long-distance running.

Out market research - Free Essay Example

Chapter 1 Introduction It is necessary for organisations to carry out market research before they can come up with a good quality marketing strategy no matter how big or small the company is. Market research is when an organisation studies their customers buying habits and gathers information about the market. The information they find is then analysed to determine the expectations of customers. Market research is necessary because organisations should aim to be marketing orientated and meet the wants and needs of their customers. As well as meeting the wants and needs of customers marketing orientated companies welcome change. This means they can react to external factors and changes in the market like changes in consumer spending patterns. It is a lot easier for an organisation to put together a good marketing strategy if they are marketing orientated and have carried out the appropriate market research to identify the wants and needs of their target market. It is essential for an organisation to satisfy its customers. Meeting customer needs will improve the organisations reputation amongst its customers which will result in a higher profit and could make potentially make customers loyal to the brand. In 1995 Tesco introduced there Clubcard. This was the first customer loyalty card introduced in the UK and there are now 13 million Clubcard members. (MIS Quarterly Executive Vol.8 No.2/June 2009, Leveraging Multichannel retailing: the experience of Tesco.com) Loyalty programs are not just used by companies to offer benefits to regular shoppers and reward customers for their loyalty. Every time a customer uses their loyalty card in store organisations record what products that customer has purchased to find out their specific wants and needs. If the research shows that a product is more popular with customers in a certain area then an organisation could introduce offers to meet customer needs. Therefore loyalty programs are used as a form of market research. The majority of major retailers in the UK now offer loyalty programs. Therefore the purpose of this research is to examine the benefits and drawbacks of these programs to both organisations and customers to see weather actual loyalty can be obtained through one of these programs. There must be major benefits of Loyalty programs otherwise they would not be so popular. However not every organisation like Asda does offer a loyalty program so the purpose of this research is to determine whether they are worth investing in. If the majority of customers who shop in an organisations store own loyalty cards is the company able to process all of the information they have gathered. A loyalty card will also only show the retailer what a customer spends in their specific store and not their general buying habits. A customer may buy their weekly shopping in Tesco and use their Clubcard yet may buy meat from another supermarket or from a local butcher. If Tesco knew this they could introduce offers to encourage customers to buy meat in their store. The Clubcard however would not provide Tesco with this information. Despite this Tesco could use their Clubcard to identify changes in consumer buying patterns. A customer can however own as many loyalty cards as they want which means they can supply information to many different organisations. When customers sign up to a loyalty program they have to provide name, address, age group and often email address allowing the organisation to contact them regularly with offers. With this information the organisation offering the scheme can understand what kind of person is buying certain products. This helps them segment the market and identify the target market for any product. This research is important and of value because organisations will benefit from it if they are considering investing in a loyalty scheme. This research will also help companies understand the advantages and disadvantages of loyalty programs and identify ways they can make the most of the large amounts of data they gather from customers. This research will also be off interest to customers who have signed up to loyalty programs and people involved in business. There are many aims and objectives of this research. The first aim is to understand what loyalty actually is and the importance of loyal customers. Is it actually possible for an organisation to obtain loyalty with a customer? If so can this be achieved through one of these programmes? Also is it possible to measure just how loyal customers are? The second aim is to study the history of loyalty cards and programs and find out which organisations along with Tesco where first to introduce loyalty cards and gain an understanding of how rapidly the trend has grown since both in the UK and internationally. This information will help organisations understand how loyalty cards became so popular with retailers. The third aim of this research is to find examples of how the information gathered from customers using their loyalty card in store has benefited organisations when they determine their marketing strategy. This research will determine whether it is possible for a retailer to process all the information provided by loyalty programs considering how popular they are with customers. Is there any reason why a major retailer like Asda does not offer a loyalty program when a lot of its direct competitors do? This study will also help identify how organisations can benefit from loyalty kiosks. The fourth aim of this research to understand whether loyalty programs really benefit customers or whether its just organisations that get the main benefits. In a lot of cases customers have to spend a lot of money in the retailers store to gain loyalty points and money off products. Despite this organisations can use loyalty programs to determine which products are popular with customers and introduce offers. Therefore being part of a loyalty program could benefit the customer without them really realising it. This study will also help identify how customers can benefit from loyalty kiosks. The final aim is to investigate the different types of loyalty programmes organisations offer and the advantages and disadvantages of the various programmes. This information will hopefully help organisations determine which type of loyalty scheme is most appropriate for them to invest in. All the aims of this project will be achieved by gathering information obtained through secondary research. A large proportion of this research will be gathered from the academic journals. Research will also be gathered from relevant information found in books, articles, newspaper reports and case studies. Previous literature will be reviewed and critically analysed. After this the research methods will be described and results of this research will be discussed, analysed and related back to relevant theory shown in the literature review. The study will then be concluded showing any limitations. The main lessons learnt from this study will be described showing what future research should be conducted. Chapter 2 Literature Review What is loyalty? Can it be purchased? The word loyal is defined in the oxford English dictionary as being true to obligations of duty and love although it is hard to imagine the average consumer feels this way about the supermarket where they buy their groceries. (Uncles, Dowling and Hammond 2003) argue that it is not possible for a consumer to have an emotional attachment towards a brand of tomato soup. Even if customers are not loyal many retailers may have their personal information stored in their computer database. (Rowley 2000) understands that it is very difficult for supermarket to encourage actual loyalty and claims that the very technology that supports innovations such as loyalty cards may serve to undermine the concept of loyalty. Many people believe that true loyalty is not actually attainable through loyalty programs and that the main purpose of these programs is to provide management with information. (Jenkinson 1995) strongly believes this and claims that: The customers loyalty is simply not for sale. It cannot be bought for ever by companys ordeals. Real brand loyalty results from an emotional bond created by trust, dialogue, frequency, ease of use and a sense of value and added satisfaction. Loyalty is the reflection of a customers subconscious emotional and psychological need to find a constant source of value, satisfaction and identity. (Jenkinson 1995) does make a valid point but it is still possible to obtain loyalty through loyalty programs its just not very easy. (Stone et al 2004) believe that customers are unlucky to become loyal to an organisation just from being part of one of these schemes. However they understand that a scheme could produce information that could help an organisation find ways to offer suitable rewards to meet the needs of customers which is likely to lead to loyalty amongst customers. (OBrien and Jones 1995) extend this theory and understand that the only way an organisation can obtain loyalty through a loyalty programme is if the organisation offers rewards that are of value to the customer. They claim there are 5 elements that determine value. (see appendix) Even though loyalty can be obtained through loyalty programmes it is necessary that every employee at the organisation is fully committed to the program. Therefore as well as any initial financial investment there also needs to be an investment in staff training when an organisation introduces a loyalty card. (Omar 1999) understands this and believes that a loyalty program will not be successful unless everyone within the organisation is committed. This includes the cashier who simply smiles and asks a customer if they own a loyalty card. (OConner 1996) shares this opinion and understands that customers will come back to a store and become loyal customers if employees are friendly. As well as being fully committed to their loyalty program organizations need to be sure that customers are not just signing up to their loyalty program just for the sake of it. (Omar 1999) understands that some customers may sign up to a loyalty scheme just to get the discounts and may not be actually loyal to the organisation. It is important that Organisations are aware of this when starting up a loyalty program. Even though (OBrien and Jones 1995) have already shown that an organisation can obtain loyalty through a loyalty programme if they offer rewards that are of value to the customer there are also many other factors that can affect how loyal customers are. (Wright and Sparks 1999) have identified that it is possible to achieve customer loyalty through a number of means. This includes where the store is located and how easy it is to access. Also the loyalty of customers very much depends on the quality and price of the goods being sold. (Bellizi and Bristol 2004) understand that a consumer that is part of a lot of loyalty schemes is more likely to be affected by other factors and judge a supermarket on the speed of its checkout lines and its variety of fresh produce. (Gounaris and Stathakopoulos 2004) extend this theory and suggest that customer loyalty is something that can be influenced by a combination of 3 factors. These are the reputation of the brand and the amount of choice available in the market, social influences and recommendations from peers and the degree of risk aversion from the consumer themselves. According to them these influences can create four types of loyalty: No loyalty Covetous loyalty: This is when a consumer has a strong attachment to a brand possible due to social influences yet there is no purchase. Many customers may be interested in premium brand products but choose to buy a less expensive alternative to save money. Inertia loyalty: This is when a customer purchases a certain brand due to habit or convenience but has no emotional attachment to the brand itself. A customer may choose one supermarket over another simply because it is closer. Premium loyalty: This is what every organisation should aim for. It is when a customer regularly buys a companys products due to a high attachment to the brand. However customer loyalty is obtained it is important not to under estimate the value of having loyalty customers. Every organisation should be aiming to encourage loyalty. (Omar 1999) understands the importance of customer loyalty and points out that a store is likely to be unsuccessful without loyal customers because they are likely to buy more products and will be willing to pay more. They are also more likely to recommend the organisation to friends and family which will bring in new customers. Organisations usually have to spend a lot of money on promotions to try and attract new customers to a business. It costs a less money for an organisation to obtain customers then it does to attract new ones. Also once customers are loyal to an organization they are less likely to be interested in the promotions other companies are offering. (Christopher and McDonald 1995) therefore understand that by retaining customers an organization could stop new companies from wanting to enter the market. (Halowell 1996) has also found evidence to show that there is a definite connection between the loyalty of customers and the amount of profit an organisation makes. (Oliver 1997) correctly sums up customer loyalty by defining it as. A deeply held commitment to re buy or re patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing despite situational influences and marketing efforts having the potential to cause switching behaviour. (Whyte 2004) suggests that loyalty programmers may just create customer loyalty for short amount of time that may not result in full commitment. This however isnt true because there are major differences between loyalty schemes and incentive schemes. (Hirshman and Goldstucker 1978) understand that loyalty programs are more long term and can help an organisation improve its reputation amongst customers and establish a relationship. This is definitely true as general incentive schemes are likely to be short term promotions or offers to make customers interested in a specific product or just to draw their attention to the brand. Loyalty programmes are therefore a lot more expensive to run then simple incentive schemes but a lot more beneficial at the same time. Loyalty schemes can even help organisations come up with appropriate short term offers and promotions which can be directly issued to the target market. (OConner 1996) has identified that incentive schemes are usually a final resort for organisations if their loyalty scheme fails. Even though (OBrien and Jones 1995) have already shown that an organisation can obtain loyalty through a loyalty programme if they offer rewards that are of value to the customer it is still very difficult for an organization to measure how loyal its customers are. (Omar 1999) identifies that Store loyalty is a function of customer satisfaction. This is definitely true as satisfied customers are more likely to keep coming back to the store and become loyal customers. However (Omar 1999) goes on to suggest that a number of variables can be used to determine how loyal a retailers customers are. (See appendix) The variables listed above could definitely be used to measure the satisfaction of customers. Despite this customers may appear to be satisfied and still decide to shop somewhere else if they are attracted by promotion. Therefore it is very difficult for an organisation to measure actual levels of loyalty. The History of Loyalty programs and Loyalty cards Organisations have been aiming to encourage customer loyalty for a long time and the introduction of loyalty cards has definitely helped them achieve this goal. Loyalty cards are now very popular both in the UK and internationally. (Sharp and Sharp 1997) have identified that since loyalty cards have been introduced, they have been used effectively by organisations to increase levels of satisfaction amongst customers. Further research will be conducted to show examples of this. Today the majority of retailers now offer loyalty schemes. (Rowley 2007) is aware of the popularity of Loyalty schemes and identified that they are now an established feature of the retail and services landscape. (Uncles, Dowling and Hammond 2003) suggested that competitors are likely to copy a loyalty scheme if it appears to be successful. This seems fairly understandable as organisations are often influenced by the activities of the competition. OMalley (1998) realises that there is a chance customers may begin to expect a reward every time they visit a store as loyalty cards have led to them being bombarded with promotions and money off vouchers for products they regularly buy. The above literature suggests that the introduction of loyalty cards is the only reason for organisations being so obsessed with obtaining the loyalty of customers. It is obviously a major factor but (Omar 1999) has identified that loyalty schemes have been growing in popularity for a lot longer than this and suggests that such a remarkable shift to loyalty-building activity has been made possible because the cost of recruiting each consumer into a loyalty scheme has fallen substantially in real terms since the early 1970s. (Omar 1999) also believes that the popularity of loyalty schemes may lead to their downfall by understanding that the majority of loyalty schemes are now run in pretty much the same way. He is therefore able to identify that the differentiation these schemes provided when they first became popular is slowly being lost. This could well be the reason why Asda have chosen not to invest in loyalty scheme even though the majority of their direct competitors have. (Omar 1999) even suggests that: loyalty cards could start a more sophisticated round of mark-down wars which held the high street stores to ransom in the late 1980s and early 1990s. However this seems unlikely. How loyalty programs benefit the organisation: (Walters and Hanrahan 2000) have been able to identify the numerous benefits for organisations that use loyalty programmes to store the purchasing details of their customers. Loyalty schemes can help an organisation decide where it places its products and how they allocate their space in store. They can also use the information they have stored in a database to introduce in store promotions and offers on products where they have identified interest from customers. Loyalty programmes can also more importantly help an organisation find out who its target market is. Tesco have had a lot of success since launching their very successful Clubcard scheme. (Uncles, Dowling and Hammond 2003) have identified that Tesco have been able to use their Clubcard to aid brand extension. Tesco have definitely shown that they understand the importance of customer loyalty. (Turner and Wilson 2006) were however able to identify Clubcard is not the only reason for Tescos loyal customers and major market growth. It is necessary for an organisation to know who its target market is and offer rewards to the right customers. (OBrien and Jones 1995) understand that it is important for organisations to consider the value of their customers. If they fail to do this an organisation may waste time and money satisfying the customers of less value whilst the greater value customers are not satisfied and loose loyalty as a result. An article by (Media Week 2009) suggested that loyalty schemes with the most members may not be the most successful ones. The article described how todays loyalty efforts are more concerned with the quality of membership and not just the quality. This makes sense as organisations are aiming to obtain loyalty and therefore dont just want customers to sign up for loyalty schemes just to get the discounts. It is still difficult to understand how a retailer is able to process all the information provided by loyalty cards considering how popular they are with customers. (Uncles, Dowling and Hammond 2003) identify that a popular loyalty scheme is likely to gather a lot of unnecessary data which is of no use to anyone. (Omar 1999) therefore suggests that any loyalty scheme must be driven by a database to ensure that it adds a significant new element rather than being simply another promotional activity. (Omar 1999) makes a very valid point although organisations are still dealing with a very large amount of information.. Loyalty cards have become increasingly popular within the last few years due to advances in technology like the growth in computer memory capacity (OConnor 1996) believes that it is therefore now possible for an organisation to track, identify and respond to the buying behaviour of customers. Also with this information a retailer can contact customers through direct mailing. (Passingham 1996) argues that not all customers who shop in a retailers store will sign up to a loyalty scheme so some of the data that is being stored may be inaccurate. Loyalty schemes also dont provide retailers with information about customer buying habits outside of that specific store. However a large proportion of regularly shoppers are likely to be part of the organisations loyalty scheme so this is unlikely to be a serious concern of organisations as they will still be able to get an overview of the buying habits of specific groups of customers. One of the main reasons that customers may refuse to sign up to a loyalty scheme is because they are worried that the organisation may give out their personal information to third parties. (Sarathy and Robertson 2003) have identified that customers may be concerned about their privacy when it comes to loyalty schemes due to recent corporate mismanagement scandals. However customers will be less likely to worry about this if they are attracted to the rewards being offered by the scheme. The following research by (Schriver 1997) which was carried out just as loyalty cards were becoming popular in the UK. He was able to identify 6 factors that surprisingly made consumers less loyal today than in the past. He also identified that the 6 factors can increase consumer doubt leading to more complaints and a lower level of loyalty as well as greater price sensitivity. How loyalty programs benefit customers (Potter 1998) identifies that customers deserve to be treated well by organisations. This is true as they are unlikely to come back and re visit a store if the experience they received was not a pleasurable one. It is clear that loyalty cards benefit organisations but how much do they benefit customers. (Schultz and Bailey, 2000) believe the rewards that customer receive are simply given to them as compensation for the information they provide. This section proves that this is not entirely correct and that loyalty programs can benefit customers. Despite this (Uncles, Dowling and Hammond 2003) have identified that the main reason organizations invest in loyalty schemes is because they expect the program to benefit them. This is because the main aim of any business is to make a profit and being marketing orientated and meeting the needs of customers is the main way of achieving this aim Rowley (2000) has identified that loyalty style kiosks are becoming an increasingly popular way for organisation to encourage loyalty amongst customers in the USA. She describes how the kiosks themselves are placed at the front of stores and she is able to identify that they offer a lot more benefits then simple promotional leaflets. By offering one of these kiosks organisations are therefore likely to increase the satisfaction of their customers. This is because they are likely to feel valued as they get to choose their rewards instead simply being given a voucher they could potentially discard. Omar (1999) has already identified that loyalty is function of customer satisfaction. Despite customers receiving points every time they use their card in store (Omar 1999) believes that a number of schemes are purely set up to provide retailers with a database so that they can advertise their products directly to customers via emails. This is definitely a valid opinion. Therefore research will be carried out to find examples of how organisations have used their schemes in order to contact target groups of customers directly. If customers dont benefit from an organisations loyalty scheme the business is unlikely to be successful (Dowling and Uncles 1997) point out that this may make customers frustrated resulting in them losing loyalty. Different types of Loyalty Programs: There are many different types of loyalty programmes which can be used by organisations offering a wide variety of products and services. There is no single type of loyalty programme that is guaranteed to be successful. A study from (Wanswink 2003) showed that brand managers believe that all loyalty programmes can have an impact on the buying behaviour of customers. The study also showed that the most cost-effective loyalty programmes were the low and moderate ones. However another study by (Gordan and Mckeage 1997) showed that loyalty programmes are more likely to be successful if the organisation is offering a product or service that the customer considers to be high involvement because of the financial, social and physical risk involved. American express also offer a club yet they charge a fee to join. Although this could prevent customers from joining the loyalty programme (Shiffman and Kanuk 2007) can see a benefit of this by suggesting that this increases the customers investment in the relationship which may lead to greater commitment and increased usage loyalty Some companies reward loyal customers by giving them points so they can gain more goods or services from the organisation. This kind of point system is very popular with hotel chains and airlines. (Shiffman and Kanuk 2007) believe that this could act as an exit barrier because customers would have to give up the points if they started a new relationship. Chapter 3 Methodology Now that the relevant literature has been reviewed further research has been conducted to examine the benefits and drawbacks of loyalty programs to both organisations and customers. The purpose of this research was too help organisations who offer loyalty cards identify ways in which they can make the most of the information they gather whilst benefiting organisations that dont currently offer a scheme by helping them identify if loyalty schemes are beneficial or not. Customers who are part of loyalty programs and people involved in business will also benefit from this research. Several aims and objectives of this research were established before the research was carried out. The first aim was to find out what loyalty actually is and whether actual loyalty can be obtained through a loyalty scheme. After this the history of loyalty cards and loyalty programs were researched to identify how rapidly the trend grew in the UK and internationally. This was followed by research into the benefits of loyalty programs for both organisations and customers and research into the different types of loyalty programs in which customers can sign up for. In the end all research that was conducted was secondary and not primary. This was partly due to insufficient funds as it would cost a lot of money and take a lot of time to arrange interviews with members of the major organisations that were studied. There were also plans to hand out questioners to people in supermarkets although these never went ahead due to ethical reasons. Despite there being some limitations of this study all the information found from the secondary research did relate to the aims and objectives and therefore will be of benefit to the reader. The research process consisted of examining several articles, various figures and company websites in order to achieve the aims and objectives. The majority of this research was taken from journals, newspaper articles and from The Grocer magazine. A number of case studies were also examined during the research process. An article in the Grocer from the 18th April 2008 entitled Service with a smile was examined because it described some of the various ways organisations could encourage loyalty amongst customers. However one of the main purposes of this research was to identify if loyalty can be obtained through loyalty schemes. Are loyalty schemes able to reach large groups of shoppers? Another article in The Grocer from the 6th February 2010 entitled retailers need to work harder to increase loyalty card appeal was examined in order to answer this question. Research was conducted to find out how many loyalty cards are currently in operation in the UK and internationally. This will help gain an understanding of how rapidly loyalty schemes have grown in popularity over the last 15 years. A number of sources where found which featured sections that showed exactly how popular loyalty schemes were on a national and global basis in different years and the relevant figures are shown and analysed in the results section. One of the sources used is an article from (University Of Minnesota 2009) entitled Leveraging Multichannel Retailing: The experience of Tesco.com which describes how Tesco have grown to dominate the UK market. Figures were also taken from a case study in a book by Omar (1999) entitled Retail Marketing. An article from Media Week entitled the brave new world of loyalty marketing featured results from a state by state analysis by the COLLOQUY Loyalty Census which describes the popularity of loyalty cards on a global scale and by how much this has increased since 2007. Several major organisations were researched to find out which loyalty schemes had been successful and the reasons for this. Most major organisations now offer a loyalty program. How do independent retailers encourage loyalty? An article in the Grocer from the 5th February 2010 entitled Independent chains seek to win loyalty with card schemes helped to answer this question. Organisations value the customers loyalty and their purchasing activity data. However a lot of money is spent on loyalty schemes and therefore research was carried to find out whether loyalty schemes are worth investing in. An article from the BBC written on the 17th February 2003 entitled The cost of Nectar loyalty explains why this may not be the case. Dispute this many organisations have benefit from loyalty schemes and Tesco is definitely an example of this. A lot of research was therefore based around Tesco as they currently dominate the UK market. Page 17 of the Walters D, Hanarahan J (2000) book entitled Retail Strategy described some of the major benefits loyalty club members at Tesco receive. The article by the (University of Minnesota 2009) was also examined again because it described why Tesco had been so successful. Page 94 of this article described how Tesco were able to manage customer relations and use their ClubCard to aid direct marketing. Why Asda do not offer a loyalty scheme? The answer to this question can be found in the results section. The answer was taken from an article in the Grocer from the 7th November 2009 entitled Why Asda rejected launching its own loyalty card scheme explains exactly why. However another article in the Grocer from the 20th February 2010 entitled Is Asda paying the price for not joining the loyalty club? Suggests reasons why this decision made by Asda may have been a mistake Asda are owned by Wal-Mart which is a major American retailer who currently has the 2nd largest database in the US behind the US government. Therefore it was important to understand whether they were able to process so much data. Page 240 of the Shifman L and Kanuk L (2007) book consumer behaviour provides an example of how they have benefited from this data. Research was also carried out on Sainsburys who are currently part of the Nectar loyalty program. An article in the Grocer from the 10th February 2010 entitled Sainsburys hails Nectar as number one loyalty card describes how the number of people signed up to the program has grown within the last year. It was also important to understand how Sainsburys have used the information their loyalty scheme has provided to meet customer wants and needs and how this differentiates from Tescos approach. Another Article in the Grocer from the 28th September 2009 entitled Sainsburys coupon scheme to hit back at Clubcard was therefore examined. Research was carried out on Nectar and a report in the Daily Telegraph published on the 11th may 2009 entitled Nectar finances hit by its own success was examined. There are several different types of loyalty programs and its not only loyalty card providers that benefit from information provided by customers. A case study from (Brook 2004) was examined which revealed how data recorded at the box office can help arts venues gain an understanding of the behaviour of their customers. In 2009 WH Smith replaced there long running Club Card with an email focused loyalty scheme. .A report from brand republic written on the 18th August 2008 entitled WH Smith replaces Clubcard with email focused loyalty scheme explains the reasons for this change which can be found in the results section. Another main aim of this research was to find out if customers benefit from loyalty schemes. An article from the BBC on 8th February 2010 entitled Who wins with supermarket loyalty cards? describes how organisations get the main benefits from loyalty schemes and provides examples of this which are shown in the results section. Despite this its is important not to discard the opinions of customers. Therefore research was conducted to see what they really think about loyalty schemes. A study by (Turner and Wilson 2006) showed how many Club Card owners enjoyed the returns of the program. The same study also showed how many Club Card members where loyal to Tesco. The COLLOQUY Loyalty Census study in the article from Media Week also showed identified peoples attitudes to loyalty schemes and whether they believed loyalty programs were more important during the recession. Figures from these studies are shown in the results section. Research was also conducted to identify weather customer make the most of loyalty schemes. An article in the Grocer from the 18th June 2007 entitled Shoppers discard discount vouchers was therefore examined. Some customers are unsure about signing up to loyalty schemes as they dont trust organisations with their personal information and consider them to be an invasion of privacy. Therefore research was conducted and an article from the BBC written on the 19th November 2004 was studied entitled do loyalty cards invade our privacy. It is widely believed that both organisations and customers can benefit from loyalty kiosks. Research was therefore conducted to try and gain a further understanding of how loyalty kiosks work and how useful they are. A Journal by Rowley (2000) entitled loyalty kiosks: making loyalty cards work explains the process customers at Sainsburys go through when using loyalty kiosks to obtain rewards and also shows a typical sequence of rewards that customers may be offered. Another article was found from the wise marketer written on the 4th November 2008 entitled How loyalty kiosks can help retail relationships. This article was examined because it described ways in which organisations can benefit from loyalty kiosks. Chapter 4 Results and Analysis Can loyalty be obtained? There are many theories that suggest it is possible for an organisation to obtain customer loyalty through a loyalty scheme. However there are also a lot that suggest that customer loyalty simply cannot be bought. (Wright and Sparks 1999) suggest that there are a number of factors that affect the loyalty of customers. An article in the Grocer from the 18th April 2008 entitled Service with a smile supports this theory suggesting that organisations can improve customer loyalty by offering a variety of in-store services. From bill payments to dry- cleaning, ATMs to book exchanges, by offering your customers reasons to pop in to your store other than to top up on the usual grocery lines, youre bound to notice an increase in profits. The article therefore proves that it is possible for an organisation to obtain loyalty by making the customers experience more pleasurable. Despite this further research needed to be conducted to find out whether an organisation could obtain a customers loyalty through a loyalty scheme. An article in The Grocer from the 6th February 2010 entitled retailers need to work harder to increase loyalty card appeal suggested that not all shoppers are using loyalty cards when they make purchases. This trend occurred with young men and people who use baskets. Often shoppers are also worried about holding up the queue. Supermarkets need to make the process easier, simpler and faster in order to encourage shoppers to use loyalty cards more. The article did however prove that organisations can obtain loyalty through loyalty schemes by describing how customers with loyalty cards visited the stores more regularly and spent on average 25.7% more every time they visited. However one limitation of this study is that it is difficult to establish weather this is actual emotional loyalty or what (Gounaris and Stathakopoulos 2004) identify as Inertia loyalty. This is when a customers always visits a specific store due to habit or convenience. Therefore this study failed to identify weather it is actually possible to measure how loyal customers are. A study by (Turner and Wilson 2006) showed that 70% of Club Card owners said that they were loyal to Tesco. This supports (OBrien and Jones 1995) theory that it is possible for an organisation to obtain actual loyalty providing they offer rewards that are of value to the customer. It is also vital that every employee within the organisation is fully committed to the program. Another limitation of this study is that due to lack of contact with customers it was impossible to determine whether customers who were part of loyalty schemes with other stores felt this same level of loyalty. The History of Loyalty Cards and Programs and how the trend has become more popular A case study from a book by Omar (1990) entitled Retail Marketing described how Tesco were the first UK retailer to introduce and Loyalty card in 1995 and showed that by 1999 just 4 years later there were an estimated 40 million loyalty cards in circulation in the UK. This shows that the trend of storing the buying habits of customers grew rapidly. (Uncles, Dowling and Hammond 2003) suggested that competitors are likely to copy a loyalty scheme if it appears to be successful which is exactly what happened. However another limitation of this study is that it was impossible to arrange interviews with managers of major retailers. This made it difficult to identify the intentions of organisations when they first launched their loyalty schemes. The Majority of UK retailers now offer loyalty schemes. A study on Tesco by the (University Of Minnesota 2009) revealed that there are now 13 million Tesco Clubcards in circulation. This study was carried out in June and since then the figure is likely to have increased as customers will be looking for ways to save money in the current economic climate. Since launching their Clubcard it is clear that Tesco have had a lot of success as they have grown to dominate the UK market. Until recently the Clubcard was still the number one loyalty card in the UK. However a recent article in the Grocer from the 10th February 2010 entitled Sainsburys hails Nectar as number one loyaltycard suggested that due to a major investment the Nectar card has now become more popular then the Tesco Clubcard with 16.8 million members. Over one million new Nectar card holders have signed up in the past 12 months alone to take advantage of the benefits. Loyalty programs are not just popular in the UK. An article from Media week entitled the brave new world of loyalty marketing featured results of a study by the COLLOQUAY Loyalty Census Showed. This showed that globally 1,807 billion people were part of a loyalty program in 2009 showing a 24% increase from 2007. The study also showed that loyalty schemes have now become much more popular with young adults from 18-25. 58% of young adults are now open to loyalty schemes and are happy to receive any promotions or offers aided from these schemes that may benefit them. This figure is 32% higher than the amount shown when the same study was conducted in 2007. This proves that the popularity of these schemes is growing rapidly especially amongst young people. It was however difficult to find any current figures on popularity of loyalty schemes in and other countries around the world. All the above data proves that the amount of loyalty cards in circulation has dramatically increased over the last few years both in the UK and internationally. OMalley (1998) was therefore right to suggest there is a chance customers may begin to expect a reward every time they visit a store. How loyalty programs benefit organisations Until recently the Tesco ClubCard scheme was by far the most successful loyalty scheme in the UK since its launch in 1995. An article from (University of Minnesota 2009) entitled Leveraging Multichannel Retailing: The experience of Tesco.com describes how Tesco have grown to dominate the UK market. Page 19 of the article explained how Tesco had used their loyalty Scheme to aid direct marketing. When Tesco launched their pet insurance they were able to segment the market and promote this insurance to customers that had recently purchased cat litter and dog food. This evidence supports (OConners 1996) view that it is now possible to track, identify and respond to the buying behaviour of customers. It also shows that retailers like Tesco can definitely use the vast amount of data provided by loyalty schemes to their advantage. Sainsburys have not been as successful as Tesco with their loyalty scheme. However an article in the Grocer from the 28th September 2009 entitled Sainsburys coupon scheme to hit back at Clubcard explained how Sainsburys had recently responded to the Club Card and made their biggest investment in customer loyalty since 2002 by offering customers coupons at the till based on past purchases taking full advantage of the Nectar Card database. It has already been identified that in February 2010 a few months later the Necter card had overtaken the Tesco Club card as the UKs most popular loyalty card. This therefore proves that the multi million pound re launch brought Sainsburys success and that loyalty schemes are worth investing in. Despite this a report in the Daily Telegraph on the 11th may 2009 entitled Nectar finances hit by its own success showed that Nectar had made a 28.5 million loss due to customers not cashing in on points earned in the stores that are part of the Nectar group. As well as Sainsburys, Homebase, Argos and Amazon are also part of the Nectar group. Not all organisations have benefited from loyalty schemes. An article from the BBC written on the 17th February 2003 entitled The cost of Nectar loyalty explains why loyalty schemes may not be worth investing in. Simon Walker a KMCG consulting partner believes that loyalty schemes are expensive to run because it costs a lot of money to maintain databases, mail customers and issue cards. He suggested that The benefits of the loyalty card are treats which seem less important during a downturn when people want low prices not prizes. Therefore organisations like Asda may have made a wise decision when deciding not to invest in a loyalty scheme. Asda is one of the only major retailers in the UK that doesnt offer a loyalty scheme. The lack of appropriate contacts made it impossible to arrange an interview with anyone at Asda. However an article in the Grocer on the 7th November 2009 entitled Why Asdarejected launching its own loyaltycard schemeexplains that Asda did consider a loyalty scheme but they did not feel that the change in both cost and strategy could be justified. The article suggests that the organisation rewarded every customer regularly with low prices instead of just the customers that spend the most. Asda CEO Andy Bond stated that You cant buy loyalty with plastic points, The article supports (Omars 1999) view that the differentiation these schemes provided when they first became popular is slowly being lost. The article also supports his view that some customers may just be signing up to loyalty schemes purely to get the discounts. Despite this the article does point out that Tescos rise to success in the 1990s was partly due to their Clubcard. Another article in the Grocer on the 20th February 2010 entitled Is Asda paying the price for not joining the loyalty club? Identifies that Asdas decision may have been a mistake. Asdas market share dropped over the festive whilst Club card activity helped Tesco increase sales and the Necter card become the number one loyalty card in the UK. This may perhaps encourage Asda to invest in a loyalty scheme. Asda are owned by Wal-Mart which is a major American retailer who currently has the 2nd largest database in the US behind the US government. (Uncles, Dowling and Hammond 2003) identify that a scheme with millions of active members is likely to gather a lot of unnecessary data. Despite this Page 240 of the Shifman L and Kanuk L (2007) book Consumer Behaviour described how Wal-Mart decided to place beer next to nappies in one of their stores when they found a lot of customers who bought nappies also bought beer. This is an example of where they have been able to put their large database to good use. This also supports (Omars 1999) view that any loyalty scheme must be driven by a database to ensure that it adds a significant new element rather than being simply another promotional activity. It is widely believed that organisations get more benefits from loyalty kiosks then simple promotional leaflets. An article from the wise marketer written on the 4th November 2008 entitled How loyalty kiosks can help retail relationships. Describes the reasons for this and the ways in which organisations can benefit from these kiosks. By offering a loyalty kiosk an organisation can find out the identity of the loyalty card holder straight away whilst freeing up customer service operatives and enabling card replacements if a customer loses their loyalty card. The Article also identifies that processing paper enrolments can cost a lot of money and can sometimes be inaccurate as the person processing the enrolments may make a mistake. Loyalty programme sign-up kiosks can help retail marketers to plan, establish, execute, and maintain a loyalty programme thats easy for consumers to join and use, and simple and affordable to manage and operate. There is enough evidence to suggest that organisations can benefit from loyalty programs despite them being expensive to run. This research has also identified that companies can definitely benefit more from loyalty kiosks. How loyalty programs benefit customers One of the main ways of establishing weather loyalty programs benefit customers is by gaining an understanding of the opinions of customers. Despite not being able to talk to real customers face to face it is likely that a typical customer will constantly be searching for value for money due to the current economic climate. The COLLOQUY Loyalty Census study in the article by MediaWeek showed that 27% of young adults aged between 18 and 25 were seeking to join loyalty schemes during the recession to help improve their financial situation. However in reality the budgets of young adults may not be significantly stretched during the recession. Therefore they are unlikely to be benefiting as much from these schemes as they think they are. A study by (Turner and Wilson 2006) showed that 85% of Club Card owners were satisfied with the returns from the Club Card with 70% of Club Card owners being loyal to Tesco. This is however unlikely to be the case with every organisation as a lot of loyalty schemes are more focused on providing the organisation with data. Page 17 of the Walters D, Hanarahan J (2000) book entitled Retail Strategy described some of the benefits loyalty club members at Tesco received. (See appendix) It is clear to see that Clubcard members are treated extremely well and provided with a number of benefits that are not available with other loyalty schemes. Tesco understand how important it is to meet customer wants and needs as loyalty is a function of customer satisfaction. This is probably why such a high percentage of Clubcard owners say they are loyal to the organisation. This evidence supports (Obrian and Jones 1995) view that an organisation can obtain loyalty through a loyalty programme is if the organisation offers rewards that are of value to the customer. Tesco have been very successful since launching their Clubcard and have grown to dominate the UK market. (Turner and Wilson 2006) were however able to identify Clubcard is not the sole reason for Tescos loyal customers and major market growth and that a number of other factors have contributed towards this. There are however several loyalty schemes that dont really benefit customers that much. An article from the BBC written on the 8th February 2010 entitled Who wins with supermarket loyalty cards? describes how organisations get the main benefits from loyalty schemes suggesting that customers need to buy a lot of products in order to get a meaningful discount. David Kuo of the Personal finance website The Motley Fool claimed that 80% of the profits made by supermarkets come from 20% of their customers. He suggested that It puts the power back in the hands of the supermarkets, The article supports (Schultz and Bailey, 2000) view that the rewards that customer receive are simply given to them as compensation for the information they provide. It is understandable that organization should benefit from a loyalty scheme considering the amount of money they may have invested. However in order for a scheme to be successful it is important that customers have the perception that there are major benefits of being part of that program. Not all customers make the most of the loyalty schemes they belong to. An article in the Grocer from the 18th June 2007 entitled Shoppers discard discount vouchers was examined. The article explained the results of a research study carried out by London-based JD Marketing on behalf of personalised marketing specialist Pay By Touch. 75% of people questioned said that they frequently forget to redeem coupons. The study also showed that customers find carrying paper coupons around with them an inconvenience. 88% of people suggested that they would rather use a more convenient discount method such as a loyalty kiosk. This shows that loyalty kiosks benefit customers a lot more as well as benefiting organisations. It was therefore important to examine how loyalty kiosks benefit customers. A Journal by Rowley (2000) entitled loyalty kiosks: making loyalty cards work describes the stages customers at Sainsburys go through when using loyalty kiosks. (See appendix) This shows that loyalty kiosks are very easy for customers to use meaning they are more likely to make most of these kiosks and benefit from them as a result. The journal also describes some of the possible rewards customers may get to choose from. (See appendix) This shows that customers get to choose from a variety of rewards and can therefore find one that is appropriate. This proves that loyalty kiosks definitely benefit customers and as result are likely to increase there loyalty to a store. Lack of contact with customers made it impossible to establish exactly what customers think of these kiosks and this is perhaps something that should be examined more in depth. Some customers are unsure about signing up to loyalty schemes as they dont trust organisations with their personal information and consider them to be an invasion of privacy. An article from the BBC written on the 19th November 2004 was studied entitled do loyalty cards invade our privacy. Within the article home secretary David Blunkett suggested that loyalty cards store a lot of personal information and compared them to the state ID cards that the government believes should be compulsory by 2013. The article explains that loyalty schemes are voluntary, only store basic data and are governed by the 1988 Data Protection Act. Brain Sinclair Loyalty Management UKs client services director disagreed with David Blunketts claim and explained that Not only do we not collect information on what brand of toothpaste youre buying but to be honest, we dont care. This therfore proves that even though loyalty schemes may not perticually benifit customers that much they are unlikely to be an invasion of privacy. The different types of Loyalty Programs A lot of this study was based on loyatly card providers. However it is important to remember that there are many different types of loyalty schemes. A case study from (Brook 2004) has shown that data recorded at the box office through sales has helped arts venues gain an understanding of the behaviour of their customers. The study showed that 7% of households in the UK had attended performances including 30% in London. Despite this the results showed that there was an even spread of customers throughout most of the UK except in the highlands of Scotland. The arts venues could therefore use this information to aid direct marketing and try to encourage loyalty amongst customers. Despite the success of the Tescos Club Card and the Nectar card organisations may benefit more from other types of loyalty schemes instead of just simply offering a loyalty card. In 2009 WH Smith replaced there long running Club Card with an email focused loyalty scheme. A report from brand republic written on the 18th August 2008 entitledWH Smith replaces Clubcard with email focused loyalty scheme explains that by offering an email focused loyalty scheme WH Smiths are now able to provide customers with extra benefits and more offers via email. WH Smiths will be hoping that this change will improve customer loyalty. Its not only the major retailers that should be aiming to encourage loyalty amongst customers. Independent retailers will also want customers to visit their store on a regular basis. An article in the Grocer from the 5th February 2010 entitled Independent chains seek to win loyalty with card schemes describes how independent retailers are also beginning to introduce their own loyalty cards to obtain the loyalty of customers and compete with major organisations. However the article explains that there is currently only one Independent chain that runs its own loyalty scheme. This is Jempsons which runs four Budgens in Sussex. Since creating the scheme the organisation has seen a 30% sales increase. This proves that it is not only major organisations that can benefit from offering a loyalty program. This may also encourage other independent retailers to introduce loyalty schemes. The information above shows that when it comes to loyalty schemes there is not one type of scheme which is guaranteed to be successful. However a successful loyalty schemes requires a major financial investment and it is therefore vital that everyone within the organisation is committed to that scheme. Chapter 5 Conclusion Can loyalty be obtained? In conclusion it is definitely possible for an organisation to obtain customer loyalty. Research has shown that Tesco have been able to use their Clubcard to encourage customer satisfaction and loyalty. However in most cases it is likely that this isnt actual emotional loyalty. Customers may always visit a specific store due to habit or convenience and may not be attached to the organisation. It was impossible to establish weather customer loyalty can be measured. Further research therefore needs to be conducted to identify whether customers can gain an emotional attachment to an organisation or if the kind of loyalty they have towards a store is simply what (Gounaris and Stathakopoulos 2004) identify as Inertia loyalty. Another major limitation of this study is that all research conducted was secondary. A lack of contact with customers made it difficult to indentify there true feelings and perceptions. The study by (Turner and Wilson 2006) was purely based around Tesco. This made it impossible to determine whether customers who were part of loyalty schemes with other stores felt this same level of loyalty Research has also shown that organisations are much more likely to encourage loyalty amongst customers through a number of other means including convenience, location, quality and price. This is because not all customers are part of the loyalty scheme and some may frequently discard the vouchers they receive. It is therefore vital that organisations provide customers with a pleasurable experience as loyalty is a function of customer satisfaction. The History of Loyalty Cards and Programs and how the trend has become more popular Research has identified that the amount of loyalty cards in circulation in the UK has dramatically increased since Tesco first launched their Club card in 1995. Since then the majority of retailers in the UK have started introducing loyalty cards because they have recognised that storing the buying behaviour of customers in a database every time they visit the store will help them to introduce appropriate offers distributed through direct marketing that meet the wants and needs of customers. Lack of contact with managers of major retailers made it impossible to identify the intentions of organisations when they first launched their loyalty schemes. Therefore further research needs to be conducted. Research has shown that not all loyalty schemes are the same and different organisations are willing to invest different amounts into their loyalty schemes. Until recently the Clubcard was still the number one loyalty card in the UK. A major investment made by Sainsburys paid off as the Nectar card recently became more popular with 16.8 million members. Research has also indicated that the popularity of loyalty cards has increased internationally as well as in the UK. This is demonstrated by a 24% increase in loyalty card ownership on a global scale since 2007. The popularity of these schemes is growing rapidly amongst people of all ages especially young people. Another limitation of this study is that it was impossible to find out the popularity of loyalty schemes in different individual countries around the world. Therefore further research needs to be conducted to identify this. How loyalty programs benefit organisations A large part of this study was based around the ways in which loyalty programs benefit organisations. A lot of research was based around Tesco as the Clubcard has been the number one loyalty card in the UK for several years. Research has shown that Tesco have been able to use their Clubcard to aid direct marketing. When they launched their pet insurance they were able to segment the market and promote this insurance to customers that had recently purchased cat litter and dog food. During the recent festive period Clubcard activity helped Tesco increase sales and the Necter card became the number one loyalty card in the UK. This shows that loyalty programs can definitely benefit organisations. Asda therefore may be paying the price for not investing in a loyalty scheme. Research has also identified that companies can definitely benefit more from loyalty kiosks. Even though the Nectar card recently became the number one loyalty card in the UK, not all customers are cashing in on points resulting in Nectar making a 28.5 million pound loss. Loyalty schemes are expensive to run and therefore may not benefit every organisation. Asda do not offer a loyalty scheme as they would rather reward every customer with low prices. Another limitation of this study is that lack of appropriate contacts made it impossible to arrange an interview with anyone at Asda. More research needs to be conducted to gain a further understanding into why Asda chose not to invest in a loyalty scheme when a lot of their direct competitors did. How loyalty programs benefit customers One major limitation of this study is that it was impossible to talk to real customers and hear their opinions on loyalty schemes. However secondary research was conducted into the various perks Clubcard owners receive and the opinions of customers. This research proved that customers do get some benefits from loyalty schemes. In order for a scheme to be successful customers need to have the perception that there are major benefits of being part of that program. Research has also shown that some customers forget to redeem coupons. This means that they are not making the most of loyalty schemes. This is partly because they consider carrying paper coupons an inconvenience and would rather use a loyalty kiosk. The results section describes how loyalty kiosks work and there main benefits. However it was impossible to establish exactly what customers think of these kiosks and this is perhaps something that should be examined more in depth. The different types of Loyalty Programs Research was conducted into the different types of loyalty programs in order to gain an understanding of how they work. In 2009 WH Smith replaced there long running Club Card with an email focused loyalty scheme to provide customers with extra benefits and more offers via email. During this study little research has been conducted into email focused loyalty schemes. Therefore the benefits and drawbacks of these schemes need to be research in more depth. A case study from (Brook 2004) has shown that data recorded at the box office through sales has helped arts venues gain an understanding of the behaviour of their customers. Independently retailers have also benefited from loyalty schemes. Jempsons which runs four Budgens in Sussex saw a 30% sales increase due to their scheme. This information proves that it is not only the major organisations that can benefit from offering a loyalty program. The research has also identified that any loyalty scheme can be successful providing it is implemented properly and employees are committed to that scheme.