The Impact of Performance Management Research Paper

The Impact of Performance Management - Research Paper Example Performance management also refers to a sequence of steps through which businesses align their employees, resources and systems with organizational priorities, strategic goals and objectives. Essentially, performance management is the complex science, which guarantees the management of behaviors and results, which are principal elements of performance. Organizations initiate performance management through supposed strategic tactics directed at enhancing organizational effectiveness via the enhancement of managers’ and employees’ performances. This is through the enhancement of the capabilities of both teams and individuals. This paper will study the issue of performance management, discussing its negative effects. The appreciation of the adverse effects of performance management encourages organizations to learn from its experiences, enhance them and sustain employees’ interests in the reviews. Performance management exposes employees and managers to undue pressu re, which ultimately results in poor levels of performance and dwindling organizational successfulness. Traditional points of view consider performance management on account of performance assessment systems having immense, positive effects on business performance. However, there is relatively little evidence to defend this hypothesis. There is a growing appreciation for the adverse consequences of performance management to both organizations and employees (Godener & Soderquist, 2004). One of the most prominent negative effects of performance management is the bureaucracy associated with the compilation of reports for regular assessments. The preparation of such reports takes at least two days, which is the normal quantity of time, invested from middle and senior managers for performance management purposes, in a month. The complexity of performance management is also a significant hurdle since it disconnects employees from the entire process of performance management. Measures such as composite measures and performance indexes, which managers use in performance management, may not be universally ideal. The negative impacts of performance management also include decreased departmental and organizational performance. The implementation of performance management has an adverse effect on the organization’s immediate performance, particularly with regard to employees’ performance. This situation emerges as a result of lack of proper training of employees and managers, especially in terms of formal change management. In addition, performance management results in diminished organizational performance when the review process fails to address the changes in the organization’s culture. Performance management demoralizes employees. This is because employees consider performance reviews as management-based tools used to get back at them, thereby, subjecting the employees to extreme levels of subjectivity. Performance management produces particularly adverse effects when the process fails to address employees’ fears and clarify the essence of the process and its benefits to employees. Furthermore, performance management results in low productivity due to inadequate management commitment to the process and a notable lack of consistency regarding performance management in different organizational departments. In addition, performance management, which is a two-way communication process, could degrade communication. When managers fail to appreciate

E commerce Essay Example | Topics and Well Written Essays - 1250 words

E commerce - Essay Example Amazon.com was the first company to move book retailing online. In less than a decade, it has become one of the most recognizable brands on earth. It expanded from being a book retailer to a virtual marketplace where all sorts of buyers and sellers of rare, used, and collectible items found a platform. Today it offers even online auctions including toys, music, DVDs, house ware, and a variety of other products and it is the world’s most customer-centric company. It sells virtually anything to more than 38 million customers (Success story). Amazon.com is renowned for its customer experience and overall satisfaction. They used technology to constantly improvise and innovate. "We work hard to refine our technology, which allows us to make recommendations that make shopping more convenient and enjoyable," explains Diane N. Lye, Ph.D., Amazon.coms senior manager for worldwide data mining. " (SAS). Amazon.com uses the SAS technology to analyze the results of their ongoing efforts to improve personalization. Multi-threading allows amazon.com to apply multiple processors to complex analytic tasks. They constantly evaluate the new product page layouts and new search technology. It is their ‘technology base that allows customers to find, discover and glean out of hundreds of millions of products, those that really interest them, says Rick Dalzell, the CIO of amazon.com (Success story). Amazon.com has one of the world’s largest data warehouses, which allows it to personalize customer satisfaction. Their goal has always been customer satisfaction and hence any technology that they incorporate is to help the customer find what he finds easily and enable a simple and convenient purchase process. Data warehousing allows them to manage growth according to Mark Dunlop, Director (Success story). Their data includes order data, inventory data, and customer data. The data warehouse is connected to almost every system in the company. The very name of the company

Art & Literature Have No Place in the Modern World Essay Example for Free

Art Literature Have No Place in the Modern World Essay Creating and expressing ones self through various media, such as art and literature, has been a desire of mankind since the beginning of time. Art form and literature has been used to express mankinds deepest observations, most profound thinking and firmest beliefs; it encompasses many genres such as paintings,drama, poetry and novels. While both the physical arts and literature are a form of self-expression, each also represents a profession. It enriches the necessary competencies that daily life requires and provides; and in this respect, it irrigates the deserts that our lives have already become. This adage is perhaps the most appropriate description of the importance of literature in our lives. As Amy Lowell quotes, ’Art is the desire of a man to express himself, to record the reactions of his personality to the world he lives in. ’ When we look around us, we see a lot of things that relate to art.. , contain art.. , are art.. and shows art.. Art is everywhere because people need to use it for daily uses. Art can come in the form of many things, including posters, murals, portraits, covers, paintings and more. This is enough to show how art and literature are blended into our lives. Music, paintings, sculptures, epics, fictions, movies, stories†¦Ã¢â‚¬ ¦. and so on and so forth are all a part of us. Is there a home in this modern world without a painting on the wall or a deck which doesn’t hum their favourite tune or a rack with Fredrick Forsyth or James Hadley Chase novels? Even a child of this generation has his ears plugged all the time either listening to a soulful raga or a foot tapping Michael Jackson and reading either a religious book or a comic or an encyclopedia†¦. this is the common usage of art and literature. Art can also be used to liven up things in this world. It may not have a specific idea or meaning but it can be used to make things look better and more complete. When you write a project, it looks dull just with words, but when you add a picture or two to it, it looks much better because now there is visual aid. Art is found everywhere, including parks, school, malls,homes†¦ and is used just to make the place more comfortable and appealing to the eye. It can sometimes act as filler because it looks better than to just leave something on its own. It is through reading great literary and poetic works, that one understands life. They help a person take a closer look at the different facets of life. In many ways, it can change ones perspective towards life. Lives of brilliant achievers and individuals who have made a valuable contribution to society, are sketched in their biographies. These works give the readers an insight into the lives of these eminent people and sometimes help people change for the good. Friends, don’t you agree that Art and literature are great tools for learning. They can be found almost everywhere where there is a school. They are important because of what they can be used for. It is fun and acts as an interactive tool for learners who learn to appreciate art and literature for what it can do for them. In the process, people can learn a lot. Sometimes, art and writing go hand in hand. Art and literature serves as an enormous information base. Many people depend on art and literature. People who draw and write are not the only people who use and make money out of it. People who are book publishers, magazine editors, newspaper people, painters, actors all need to use art to supplement their work. Art and literature are used by some people directly andsome indirectly. People can choose to make a profession out of this because it is fun for them; it is something that they like to do, and more. Hence I strongly believe that we had art and literature in our blood since ages and is still used and appreciated by us in different forms in the modern world. There is not even a single person in this room who doesn’t love music or reading!

Bilingual signs in the Alsace area

Bilingual signs in the Alsace area Introduction The focus of this essay is on the bilingual signs in the Alsace area. The Alsace, like all of France, is officially monolingual. Even so, in towns such as Strasbourg, Mulhouse/Mà ¼hlhausen or Colmar bilingual street signs have been noticed. Interest in German and Alsatian dialects, repressed until the 1970s, has recently increased. However it may be too late as Alsatian is no longer widely spoken by younger generations. Alsatian may be relegated to an antiquarian curiosity and as such is no longer a threat to French nationalism. This essay presents some primary data in the form of photographs of street signs and demonstrates that there is a pattern to these signs. Bilingual signage only appears in the historic centre, where outside of this the signs are monolingual. Therefore installing street name signs in both French and Alsatian/German may be a tourist draw rather than a genuine attempt to increase the awareness of the language. Bilingual Signs The linguistic landscape is defined as the signs on buildings and shops, road signs, street names and advertising billboards within a geographical territory, which serve the function of conveying information and also a symbolic function (Cenoz Gorter, 2006; Landry Bourhis, 1997). The symbolic function that is served is to promote the language and thus the identity of a minority. Where in previous generations, the dominant culture would obliterate the language of a minority culture living within its confines, either deliberately or simply due to a lack of concern, in the current multicultural climate, minorities are celebrated. Sohamy (2006) refers to language battles taking place between top-down and bottom-up approaches. The top-down approach is from government, public or economic facilities, where bottom-up is when those of an autonomous status such as local business and private citizens initiate the action. These two approaches interact and this is where Sohamy suggests that the battles for control arise. In terms of bilingual signage, these battles would be fought on the linguistic landscape with shop signs being in one language and road signs being in another for instance, or road signs being bilingual and shop signs monolingual. The appearance of language in the public space serves as an important mechanism through which language battlesà ¢Ã¢â€š ¬Ã‚ ¦ take place. Thus, the public place serves as a tool in the hands of different groups for the transmission of messages as to the place of different languages in the geographical and political entities and for influencing and creating de facto language realities. (Sohamy, 2006, p.111) These battles may erupt into criminal behaviour such as the defacing of road signs where the language which is considered unacceptable is obliterated (Chen, 2007). These are civil disobedience actions by people with national pride and pride in their language as a symbol of their nationality, and these actions would be the result of a bottom-up process. In Wales the focus has shifted in recent decades from bottom-up actions like these to a top-down process whereby the government and all official signs must legally be bilingual. A bottom-up protest in Wales now would be a monolingual English sign erected by a shopkeeper who does not wish to pay for translation services. The impact of the bilingual signage in Wales is that drivers take longer to read the sign than if it were monolingual in their dominant language (Jamson, 2004). However, even with this safety concern, and given that there are no longer any Welsh speakers who do not also speak English, it remains politically expedient to oblige all official signs to be bilingual in Welsh and English rather than monolingual English (Merriman Jones, 2008). Thus Wales is officially a bilingual country with a unique history of language activism. The Welsh language has a much stronger position than other minority European languages such as Basque. The Welsh bilingual signs are no longer designed to be quaint or attract ethnic tourism as they may have been in the past (Pitchford, 1995). Other minority European language speakers may still be patronised in this way and have looked to Wales as a model for challenging this attitude. The Alsace Context The Alsace is an historically disputed geographical area between France and Germany. It is an area of linguistic contact between the two dominant languages French and German, and has a unique and complex history of cultural conflict, military occupation and political domination (Kegel, 2003). Since the fifth century AD when the area was occupied by two Germanic tribes, German dialects have been spoken in this area. The Vosges mountain range to the West have served to isolate the population from the French and kept Alsace on the German side of the Germanic-Romance language border. Even when Alsace was officially French it has been easier to travel to Germany rather than into France as recently as the 1970s (Rademaekers, 1973). During the 70s Alsatians had access to television channels from both France and Germany. Most Alsatians at that time spoke both French and German and 80% also spoke Alsatian (Hessini, 1979). However in recent years there has been a decline in use and it is repor ted that younger generations do not speak Alsatian (Bister-Broosen, 2002). French is the state language, is used in education and officialdom, and parents are reluctant for their children to miss learning French as a native tongue due to this prestige. As languages, French and German are considered to be mutually exclusive, French being a Romance language. Alsatian is a Germanic dialect, derived from the Alemanni who settled in the area in the fifth century, and is understood to be German with French borrowings (Hessini, 1979). In fact it has been seen that there are appreciable differences between the dialects in different areas of Alsace and Lorraine, although the whole area is said to speak Alsatian (Judge, 2000). Alsatian was never a written language; Gutenbergs printing press in 1440 precipitated the standardisation of written German. The dialect that was chosen to be the written German was the one considered to be most easily understood by all Germanic dialect speakers. This then became the official and prestige German language and other dialects dwindled. German is the literary medium for the unstandardized Alsatian dialect (Hessini, 1979). The region of the Alsace has changed allegiance or been invaded numerous times through wars between France and Germany, and always seems to be on the losing side (Rademaekers, 1973). Between 1870 and 1945, the Alsace experienced five different changes of nationality, each of which required a change of official language (Vassberg, 1993). It has been French since the end of the Second World War and although Alsatian as a language has more in common with German than with French, as a French province, French has been the official language and Alsatian has been repressed until the 1970s. For example, French educational authorities have forbidden the teaching of German-language courses in Strasbourg primary schools. (Rademaekers, 1973, online). France has become more multicultural in recent years, with bilingual education being introduced, however there is a strong historical context for this monolingualism which stems back to the time of the French Revolution: a nation state which built itself on the principle of one language, one nation. This has meant that all citizens must share the same language in order to be equal before the law; plurality of languages or dialects was felt to be a threat to the cohesion of the nation and for two centuries linguistic policies were based on the elimination of dialects. (Hà ©lot, 2003, p.255) Thus the elimination of Alsatian has been a deliberate policy of French government. In recent years attitudes have changed due to the acknowledgement that learning a second language while young will enhance a childs educational prospects and later their employment prospects (Hà ©lot, 2003; Judge, 2000). However it may well be too late for Alsatian to continue to exist as a language in its own rig ht. If it is no longer spoken, then it will be doomed to become something quaint and old-fashioned, only reeled out for specific purposes (Bister-Broosen, 2002). Alsatian as a spoken language is used on some radio and television, but in all written formats, e.g. education and newspapers, German is used in its place (Judge, 2000). There has not been political language activism in the Alsace in the same way as there has been in other European countries, such as Wales described above. In the 1970s there existed a small-scale group Front de lAlsace libre and there now exists an Alsace dAbord movement which promotes bilingualism on all levels (Judge, 2000). However this is also a small movement and is described as an extreme right-wing movement playing the regionalist card to gain support (Judge, 2000). The supremacy of French in France continues to be absolute, and has been confirmed by Article 2 of the new Constitution of 22 June 1992. This article states that the language of the Republic shall be French. Elected regional authorities use only French. However they do now provide financial aid for the teaching of standard German in Alsace and in 1993 set up the Office rà ©gional du bilinguisme dAlsace (Regional Office for Bilingualism in Alsace). Public and semi-public services are provided solely in French, this includes telephone bills and receipts, telephone directories, hospital signs, electricity bills, post-office and police-station signs (Euromosaic, 2009). Oral communication between the authorities and the public is generally in French, as public employees tend not to be natives of Alsace. In common with other areas in Europe, there is a great deal of geographical movement and there are many other languages spoken in this area not only French, German and Alsatian, including non-European languages. Primary Source Analysis Street Signs in Strasbourg Street signage in Strasbourg has since 1991 begun to be bilingual in French and German. As has been previously mentioned, Alsatian has no written form, and standard German is used in its place, therefore on street signs it would be difficult to distinguish whether they are Alsatian or German as both are the same when it comes to written format. Bilingual signs are also seen in other Alsatian towns such as Mulhouse/Mà ¼hlhausen or Colmar. However, this analysis will concentrate on Strasbourg. On analysis of these street signs, their location and purpose, it might be said that the sign makers are paying lip-service to Alsatian rather than a genuine attempt to reinstate the language. This primary source analysis will begin with street name signs in the historic centre of Strasbourg and will move on to general road signs around Strasbourg for comparison, and signs for the river Rhine. It will then move on to a discussion of the use of bilingual signs, including their patterns and prevalence and opinions on their use. Bilingual Street Name Signs in the Centre of Strasbourg Figure 1 Katzegass (source http://www.lexiophiles.com/english/france-%E2%80%93-belgium-bilingual-road-signs) In Strasbourg, an important and historic street Rue Du Chat (Cat Street) is also signed as Katzegass. It can be seen from the photograph in Figure 1 that the French sign is clearly older than the Alsatian/German. Both in style and condition, the French is seen to be the original with the newer German sign placed above. Figure 2 Isernemannsplatz (source http://www.grenzen.150m.com/strasbourgGB.htm) Another historic street in Strasbourgs tourist centre is Place De LHomme De Fer (Iron Mans Square). Figure 2 is a photograph of the two new signs that have replaced the old monolingual sign, the aperture clearly visible beneath the two signs. In this case, both new signs have been produced in the same style although different lettering is used. The French is in capitals and is placed above the Alsatian/German which is in italic script. This photograph was taken in 2001. Road Sign Examples Figure 3 Arrival to Strasbourg on the French side (source http://www.grenzen.150m.com/strasbourgGB.htm) Figure 3 is a photograph of a monolingual French sign Communautà © Urbaine de Strasbourg (literally translated as Urban Community of Strasbourg or City of Strasbourg). This photograph was taken in 2001 on the French side of Strasbourg, on entering the city. Figure 4 Arrival to Strasbourg on the German side (source http://www.grenzen.150m.com/strasbourgGB.htm) Figure 4 depicts a monolingual German sign on arrival to Kehl, a district of Strasbourg on the German side, and Figure 5 is a photograph of a monolingual German sign leaving Kehl and travelling through Strasbourg towards France. Comparison of Figure 3, 4 and 5 demonstrates that directional signs in Strasbourg are monolingual French on the side nearer to France and German on the side nearer to Germany. Figure 5 Leaving Kehl towards France (source http://www.grenzen.150m.com/strasbourgGB.htm) Signs for the River Rhine Figure 6 Leaving Strasbourg (source http://www.grenzen.150m.com/strasbourgGB.htm) Leaving Strasbourg, a monolingual French sign indicating le Rhin (the Rhine river) is depicted in Figure 6. And Figure 7 depicts a German sign for Rhein the same river but seen from the German side. Figure 7 Leaving Strasbourg near the Europabrà ¼cke (source http://www.grenzen.150m.com/strasbourgGB.htm) Therefore it can be seen in comparing Figures 6 and 7, that signs for the river are monolingual in French or German depending on which side of the river is being signposted, rather than being bilingual. Patterns and Prevalence of Bilingual Signs Strictly speaking, Figure 1 and Figure 2 are not images of true bilingual signs, they are both images of two monolingual signs placed together. However due to the close proximity of these signs, and due to the fact that there are no true bilingual signs to be found, i.e. two languages on one sign, these will be classed as bilingual signage in this analysis. From these seven images it can clearly be seen that in signage other than street names, the signs in the Strasbourg area are monolingual. Given the cultural and historical significance of the Rhine river, it may be expedient to use bilingual signage for this, however as these photographs (taken in 2001) indicate, this has not been the case. It appears that the only examples of bilingual signage to be found in Strasbourg are in the historic centre, which may be considered the most tourist-visited area. Thus the patterns of signs in this region appear to be German on the side of the city nearer to Germany and French on the side nearer to the rest of France. This includes road signs for the towns and areas and for the river. In the centre there is bilingual signage for the street names. Opinions on Bilingual Signs People do not believe that the French government will promote the use of German. For instance there is little funding available for research projects into German in French universities. There is little encouragement to use written or spoken German in public life; there is little acknowledgement of German as contributing to Frances cultural richness. People are discouraged from giving their children names that are too German although proper names and place names have remained in their traditional correct German form (Euromosaic, 2009). Public notices, door signs, hospital signs, school and trade signs are all in French. As can be seen from this primary source analysis, monolingual German road signs are only evident on the German side of the city. Euromosaic (2009) reports that a number of Commune authorities in France have begun to install bilingual street signs and that these usually appear in historic town centres. This is reportedly due to public pressure, and in Strasbourg this pressure group is referred to as Action-Pirate. The appearance of these signs in historic tourist areas appears to be a salve to indicate government support of a language that no longer presents a challenge to the dominant language of the state. If it is limited to use on street name signs, it become folklorique and antiquarian. It may be the equivalent of the English Ye Olde Teashoppe signs which are understood to be a reference to cultural history rather than a genuine attempt to reinstate a dead form of the language. This may be a cynical view, however with no evidence of bilingual signage outside of these tourist areas, as might be seen in a true bilingual country such as Wales, it is clear that the French authorities are making no effort to support the use of Alsatian in the Alsace. Instead it appears that the language is used as a gimmick to attract ethnic tourism. Conclusion This essay has analysed the prevalence and patterns of bilingual signs in Strasbourg. It has been seen that bilingual signage only appears in the historic centre, where outside of this the signs are monolingual. The conclusion drawn from this is that these signs form a gimmick to be used as a tourist draw. These signs are top down in Sohamys (2006) mechanism, and have a purpose other than simply naming the street. As part of the linguistic landscape, they point to the cultural history of the space rather than being needed for directional purposes.

Old Professor New Lessons Tuesdays with Morrie Essay -- Essays Papers

Old Professor New Lessons Tuesdays with Morrie Thesis: In the novel Tuesdays with Morrie, Mitch Aldom gains a new understanding on life's lessons taught by his old professor Morrie. Old Professor-New Lessons Mitch Albom attended many classes taught by Morrie Schwartz during his years at Brandeis University, but he does not attempt to learn the meaning of life until he is in his forties. The knowledge of his favorite professors illness forces Mitch to rekindle an old friendship. In the process of finding an old friend, Mitch acquires many life lessons that give him a new meaning to his existence. Mitch and Morrie meet on Tuesdays. On the second Tuesday, the topic of discussion is feeling sorry for oneself. On this day Mitch asks Morrie, "Do you feel sorry for yourself." (Albom 56) Morrie responds: Sometimes in the mornings, that's when I mourn. I mourn what I have lost. I mourn the slow, insidious way in which I'm dying. But then I stop mourning. I give myself a good cry if I need it. But then I concentrate on all the good things in life. I don't allow myself any more self-pity than that. (Albom 57) Mitch is amazed how well Morrie takes his illness. People in Morrie's situation sit around and feel sorry for themselves. The idea of putting a daily limit on self-pity is a revolutionary idea for Mitch. This lesson shows Mitch that time on earth is precious and to find a ray of light in life's darkest days. On the forth Tuesday the l...

Segmentation of Mercedes

Table of Contents 1. 0 Situation Analysis/Current Marketing Mix†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 1. 1 Current Product†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 1. 2 Current Pricing†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 4 1. 3 Current Distribution†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦4 1. 4 Current Promotion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 5 2. 0 Segmentation Theory†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 2. 1 Defining and Explaining Segmentation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 2. 2 Explaining Three Benefits of Mercedes-Benz Brand from using Segmentation †¦Ã¢â‚¬ ¦7 3. Target Market Identification†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 3. 1 Geographic Segmentation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 3. 2 Demographic Segmentation†¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 8 3. 3 Psychographic Segmentation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦8 3. 4 Behavioral Segmentation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9 4. 0 Bibliography†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 20 Surname 3 1. 0 Situation Analysis/Current Marketing Mix 1. 1 Current Product Being a highly reputable brand globally, Mercedes-Benz has successfully penetrated in Singapore market.Presently, Mercedes-Benz C class has swiftly penetrated in the Singaporean luxury car market due to the prestige associated with the brand. Being a consumer product, Mercedes Class C has been characterized by high performance that accurately meets personal needs for active individuals through the superior brand name. Over the years, Mercedes Benz brand name has won global recognition, contributing to its popularity in Singaporean market. The various sub-models of Mercedes Benz Class C including C230, C240, C320 and C350 among others offer consumers with various luxurious services, besides mere travelling.It is important to note that, the ability of a core product to offer credible and other beneficial characteristics besides the core product utility enhances its propensity to acquire popularity among consumers1. In this regard, Mercedes Class C has been considered as of high quality level, having sophisticated features to enhance driving experiences, stylish in nature and having strong brand name. In Singapore luxury car market, it has been rep orted that 70% of customers enquiring about car are much interested in Mercedes Benz Class C. This is an indication that, much of their time is spent looking on the stylish nature of the product2.It has been observed that, most of these consumers looking for Mercedes Benz Class C don’t easily opt for other brands until they get it some other times when it is available. This is evidenced by the selling slogan of the product â€Å"Drive and Seek,† which aims at assuring the consumers ultimate performance of the product. More so, the prestigious nature of Mercedes Class C can be considered as a unique feature that has contributed to its popularity in Singapore. It has been observed that, Mercedes Benz Class C is multi-purpose, since it is still used in sports as well as for private outdoor traveling.It is vital to note that, the ability of a product to offer consumers with additional benefits besides the basic uses contributes to its popularity among consumers. By having more additional benefits than its 1 Richard, Semenik and Gary, Bamossy, Principles of Marketing: A Global Perspective (New York: Prentice Hall, 2005), 68. 2 Beng, Chua. Life is not Complete without Shopping: Consumption Culture in Singapore, (Singapore: Singapore University Press, 2003), 72. Surname 4 core competitors like BMW, Mercedes Benz Class C has penetrated well in Singaporean markets. 1. 2 Current PricingThe luxury car market in Singapore is an oligopoly competitive market, since there are few luxury car brands in the market. Being a superior brand in the market, Mercedes-Benz C-Class has efficiently penetrated in the Singapore market. This has been observed in the way this brand highly demanded, despite its high prices. Particularly, Mercedes Benz Class C pricing strategy is valuebased, considering the way consumers of this product have not been sensitive to the high prices for this product. It has also been observed that, increase in prices for Mercedes Benz Class C does n ot affect consumer demand.This is evidenced when prices for Mercedes Benz Class C 350 increased from ? 32580 in the year 2006 to ? 33130 in the year 2007, the total demand for the product remained undisturbed, constituting of about 30% of luxury demand in Singapore3. This shows how the superiority of the brand is not affected by price changes, since consumers have are highly loyal to the brand, despite competitors using various tactics to market their products. Customer loyalty for Mercedes Benz Class C is demonstrated in the way consumers in Singapore maintain the demand for the brand, despite its competitors lowering their prices.For instance, BMW is one of the core rivals of Mercedes Benz, whose tendency of reducing prices has not affected the demand for Mercedes Benz Class C. Particularly, the year 2007 saw BMW lower the prices of its luxury car models in Singapore in order to win more customers, a strategy which did not affect the demand for Mercedes Benz Class C4. This is an i ndication that, consumers tend to perceive the value of Mercedes Benz as being far much higher than the money they pay for.As a result, high level of customer loyalty has been prevalent for Mercedes Benz Class C in Singapore as a result of the outstanding features and prestigious nature of the luxury car brand. Considering that Mercedes Benz Class C is sophistically manufactured using highly costly resources, the strategy adopted by the brand in pricing the product is effective. Though Mercedes-Benz C-Class is an expensive car, its value among the consumers has made it acquire loyalty among the customers. 1. 3 Current Distribution 3 Leslie, Butterfield, Enduring Passion: Story of the Mercedes Benz Brand, (New York: Wiley Publishers, 2005), 36. Dennis, Adler, Mercedes Benz: First Gear, (London: Motorbooks, 2008), 46. Surname 5 Mercedes C-Class has been distributed using a variety of channels in Singapore. With some buyers opting for online orders, there are various selling points of the luxury car in Singapore. Among the various destination points for Mercedes Benz Class C includes the major attraction points in the island like Ion Sky, and Marina Bay Sand among others. More so, Mercedes Benz Class C has been distributed in Singapore through major exhibitions in the island like the Singapore Showroom, Titanic exhibition, MBS Countdown, and Elephant Parade among others.This has facilitated the distribution of the luxury cars to the people where they can view it and make purchases5. By having various points of sale for this product, high volume of sales has been experienced in this brand, since consumers find it easier to contact the sellers directly. Since customers are able to visit the show rooms and explore the vehicles directly, direct interactions between the brand’s representatives have facilitated brand popularity among the people of Singapore.Since Mercedes Benz Class C products are produced in Singapore, most of the sellers are company’s r epresentatives who act as sales agents. This makes the customers lack the opportunity of interacting directly with the manufacturers of the brand. With the advancement of e-commerce, many customers in Singapore have adopted online purchasing strategy for the Mercedes Benz Class C cars. Through online stores, Mercedes Company has been able to substantial customer base in Singapore6. Being a well developed country, many people use computers, making it easier for them to make most of their purchases online.Through the adoption of web video with interactive agent thriller as well as the company’s website, consumers have been able to know the products. After making online purchases the cars are shipped to the customers through the port of Singapore which handles various products from Europe and other parts of the world. Through the use of a blend of physical selling points and online marketing strategy, Mercedes Company has been able to distribute Mercedes Benz Class C cars to man y consumers in Singapore. 1. 4 Current PromotionCurrently, Mercedes Company adopts a variety of promotional platforms for Mercedes Benz Class C in Singapore. These platforms include internet portfolio, traditional print and cinema, which are 5 Paul, Leppert, Doing Business with Singapore: Global Business Series, (Washington, DC: Jain Pub Co. , 2000), 21. 6 Dennis, Adler, Mercedes Benz: First Gear, (London: Motorbooks, 2008), 41. Surname 6 reinforced with corporate social responsibility through integrated marketing communications. There various messages displayed on the promotional platforms for Mercedes Benz Class C which includes â€Å"Drive and Seek†, and â€Å"More Style per Hour†.All these promotional messages are available at the Mercedes Company’s website as core messages of persuading the customers to purchase the product. The message â€Å"Drive & Seek† has been passed on through this media, thus helping in marketing Mercedes Benz Class C. By adop ting this message, the company is guaranteeing its customers about the performance of the product. Online advertisement has been considered as key promotional platform adopted by the Mercedes Company in the sale of Mercedes Benz Class C in Singapore.With about 80 percent of Singapore’s society being able to access the internet at least daily, the use of web video advertisement by Mercedes-Benz has been found quite efficient7. Further, â€Å"More style per hour† is another promotional message adopted in the marketing of Mercedes Benz Class C in Singapore. This message has been widely available in the company’s marketing pamphlets, television ads and company’s websites. This message seeks to convince buyers that they will definitely experience outstanding prestige and stylish drive every time they use the product.With most of the consumers in Singapore being luxurious and prestigious in nature, this message has been found quite useful and accurate in meetin g the psychological needs of Singaporeans. The combination of these promotional messages has enhanced successful penetration of Mercedes Benz Class C in Singapore consumer market, while many consumers who have the product remaining very loyal to it8. 2. 0 Segmentation Theory 2. 1 Defining and Explaining Segmentation Segmentation is basically the identification and establishment of buyer/consumer subsets within a market.Notably, these groups of buyers demonstrate similar behaviors and needs. Despite the extensive and diverse nature of the global market, it should be noted that buyers have different behaviors and needs. With this in mind, marketers or businesses have to match groups of customers who have similar needs and behaviors. A point worthy of consideration is that each segment has 7 Leslie, Butterfield, Enduring Passion: Story of the Mercedes Benz Brand, (New York: Wiley Publishers, 2005), 33. 8 Philip Kotler, Marketing Places, (New York: McGraw Hill Press, 2001), 231. Surname 7 distinct needs and homogeneous characteristics.With this in mind, market stimulus and market intervention are used to address each segment9. Through segmentation, marketers are able to meet the specific needs of the particular customer base, by tailoring the products to meet the needs of such customers. 2. 2 Segmentation in Singapore for Mercedes-Benz Class C The market segmentation in the Singapore consumer market for Mercedes Benz Class C has been very useful in the way the company has been able to position the product more appropriately. The market segment aimed by this product is the middle age-group working class people who are educated.Particularly, Mercedes Benz Class C is meant for individuals who have achieved success in their early live and are having many ambitions in their endeavors. This is evidenced in their marketing messages which seem to concern active and well-up people seeking success in their various endeavors. For instance, ‘Drive & Seek’ is mean t to persuade active and successful individuals to seek more success through driving Mercedes Benz Class C10. With about 80% of the population aging between 18-49 years working, this segment has the potential to offer substantial market opportunity for Mercedes Benz Class C.More so, Mercedes Company targets young and well-up families. This is shown in the way Mercedes Benz Class C is specially tailored to accommodate a family while at various luxurious trips or excursions. As evidenced in the promotional message ‘more style per hour’ it is explicit that the company aims at meeting the needs of a family while traveling. Quite importantly, this segment comprises of large proportion in Singapore with about 48% of the population married, while the rest are children and youths11. As a result, there seems a potential market for this product in Singapore market. . 0 Target Market Identification 3. 1 Geographic Segmentation Singapore is a highly strategic and potential country for luxurious products like Mercedes- Benz C-Class. Precisely, Singapore is a small country which is highly urbanized. Since Mercedes Benz Class C requires flat and smooth terrain for outstanding performance, Singapore can be 9 Johan Arndt, Market Segmentation: Theoretical and Empirical Dimensions (New York: London, 2001), 38. 10 Dennis Adler, Mercedes Benz: First Gear, (London: Motorbooks, 2008), 38. 1 Paul Leppert, Doing Business with Singapore: Global Business Series, (Washington, DC: Jain Pub Co. , 2000), 43. Surname 8 considered as an ultimate geographical region for this product. Precisely, the urbanized nature of Singapore positions it adequately in terms of market for the Mercedes C-Class. Majority of the population being urban dwellers, they have found Mercedes-Benz C-Class very useful in meeting their needs12. It is also important to note that, Singapore is experiences tropical climate; rainy, humid and hot, which makes the country to remain ever green and agriculturally p otential.Though commercial farming is not commonly practiced, the people in Singapore have food security. These are key aspects with reference to the economic stability of the region, makes the region to offer potential purchasing power for luxury products like Mercedes Benz Class C. Besides the ability to buy, the physical environment has made the people of Singapore to associate themselves with superior products like Mercedes Benz Class C to match their conducive geographical features.The gently undulating and lowland terrain of Singapore enhances the need for Mercedes-Benz C-Class which has a high sense of comfort. 3. 2 Demographic Segmentation The demographics of Singapore can be considered as having the potential to offer potential market for luxury products like Mercedes Benz Class C. The population structure constituting many middle-aged people whom most of them are working offers potential market for luxurious cars like Mercedes Benz Class C. More so, about 40% of people liv ing in Singapore city are foreigners who have come to do business and white collar jobs.With about 76% of the people living in Singaporeans aging between 15-64 years, it is evident that most of the population is active, making it efficient for Mercedes Benz Class C which aims at active individuals and young families. Many of these people engage in economic activities which are industrial in nature like financial services provision, chemicals, electronics, construction and entrepot trade. With the population growth rate being estimated to be 1. 56 percent, there seems to be potential market for luxury products like Mercedes Benz Class C in Singapore throughout.It has also been observed that, high level of literacy in the country, which is about 90%, has played significant role in boosting the purchasing power of many Singaporeans. On this basis, it is evident that there is potential market for various segments aimed by Mercedes-Benz C-Class13 in Singapore. 12 Richard Vasil, Governing Singapore: Democracy and National Development (New York: Allen & Unwin, 2000), 96. 13 Leslie Butterfield, Enduring Passion: Story of the Mercedes Benz Brand, (New York: Wiley Publishers, 2005), 41 Surname 9 3. Psychographic Segmentation One of the target segment markets for Mercedes Benz Class C is highly ambitious middleaged working class. The luxurious lifestyle upheld by this group has been found effective when coupled with Mercedes-Benz C-Class as one of their luxury products. With most Singaporeans being active in their lives, they have been found quite suitable for being targeted as ultimate consumers for Mercedes-Benz C-Class. With this group being working, its purchasing power for luxury products like Mercedes-Benz C-Class has been guaranteed.It is also important to note that, the socio-economic status of the target market for Mercedes-Benz C-Class is high income earners who seek performance as their core values. As a result, such individuals would go for outstandingly perf orming products like Mercedes-Benz C-Class in their lives. In Singapore, the largest population consists of middle-aged people with modal age of 37 years. In this regard, it is evident that there is potential market for Mercedes-Benz C-Class for this market segment. The urban lifestyles of the population of Singapore also demonstrate the socioeconomic potential of the Singapore market14.As a result, it has been evident that Singapore population has potential market for the market segment with the psychographics associated with Mercedes Benz Class C luxury cars. 3. 4 Behavioral Segmentation The consumer behavior in Singapore has been demonstrated to be very admirable for the marketing processes of Mercedes-Benz C-Class. Since the brand name itself is globally acknowledged, it has been difficult for individuals who are used to the brand to switch to other luxury cars. Majority of the population are urban dwellers who are characterized with high sense of purchasing foreign and sophisti cated products15.Statistics have shown that, about 80% of Mercedes Benz Class C consumers are loyal to the brand in Singapore. This is evidenced in the way many golf playgrounds, which are associated with high class people, are associated with Mercedes Brand Name. This has been due to the sophistication and prestige associated with the product. Since the target market for this brand are also prestigious and luxuries, it has been hard for them to give up products which seems to embrace their core values like Mercedes Benz Class C16. This has 14 Paul Leppert, Doing Business with Singapore: Global Business Series, (Washington, DC: Jain Pub Co. 2000), 52 15 Richard Vasil, Governing Singapore: Democracy and National Development (New York: Allen & Unwin, 2000), 97. 16 Leslie Butterfield, Enduring Passion: Story of the Mercedes Benz Brand, (New York: Wiley Publishers, 2005), 55 Surname 10 adequately enhanced the potential of the population in purchasing the Mercedes-Benz C-Class. Generally , the high purchasing power of the target market for Mercedes Benz Class C in Singapore has facilitated high degree of loyalty to the product, since this product has been observed to embrace their personal and lifestyle needs.

Man is not truly one, but truly two. Show how Stevenson explores this idea in The Strange Case of Dr. Jekyll and Mr. Hyde Essay

The Strange Case of Dr. Jekyll and Mr. Hyde is an extraordinary book that explains the human nature in a fatal way; it demonstrates how a person can possess two extreme faces. It is written by a Scottish writer, Robert Louis Stevenson, which then leads us to wonder why he didn’t set the background as somewhere in Scotland but as London. However, as you get into the story you realize why he chose London. Carefully, the distinct division between the rich and poor is created as the atmosphere of this book; in fact, how the book describes London is how the real Edinburgh was in early nineteenth-century: two sided. Edinburgh was where Stevenson grew up; it is assumed that Stevenson himself lived a two faced life by jumping from one side of the city, rich to the other, poor. Stevenson portrayed the house of Dr. Jekyll in the book based on the building that lived a surgeon called John Hunter, who surprisingly has lots of similarities with Dr. Jekyll. The building has two sides and the surgeon also had two sides. As my list goes on, you will realize how I am talking about how everything has two different faces. Therefore, the story, in an unexplainable way, is not far from real life: everyone, or in fact, every single â€Å"thing† in the world is capable of having two faces. Although the readers do not find out Dr. Jekyll and Mr. Hyde is the same person until the very end of the book, afterwards they realize the author had given lots of hints throughout. Mr. Utterson is a lawyer and a long friend of Dr. Jekyll. He received a will from this friend, Jekyll which said that Jekyll is leaving all his assets to Mr. Hyde if he dies or disappears for more than 3 months. Mr. Utterson got very disturbed by this testament especially having heard about Mr. Hyde from his cousin, Mr. Enfield. The story stated Mr. Hyde had chased and trampled over a small innocent girl; Mr. Enfield described the scene as a sight ‘hellish to see.’ This will that Mr. Utterson received, perhaps, was the first hint to the readers that there is an absurd relationship between the Dr. Jekyll and Mr. Hyde. When they do find out this bizarre fact, the readers then wonder if that meant that Dr. Jekyll already knew that Mr. Hyde will overrule him someday, because if he did why would he had even started the experiment? The most adequate answer we can gain is that people have no limitation to wanting to know more: Dr. Jekyll risked his life to find out more about human nature. This links back to my first point about John Hunter. He was a surgeon who was keen to find out more about how people’s body worked; he paid people to illegally steal dead bodies from tomb for his dissection experiment. Interestingly, Hunter was a very nice and charitable gentleman who was praised by the public during the day for his intelligence which he had gained through the illegal experiments. Confused Mr. Utterson visited another old friend of Dr. Jekyll, Dr. Lanyon, to ask about Mr. Hyde. However, failed to gain more information of this but instead received a comment that Dr. Jekyll was getting involved in ‘unscientific balderdash’ as Dr. Lanyon portrayed. Of course, as the readers know, this was to become a totally different creature: Mr. Hyde, the murderer. This gives no wonder why Dr. Jekyll was forging for Mr. Hyde after the crime later. Impatient as the time passed, Mr. Utterson hunted after Mr. Hyde himself. After few days of effort, Mr. Utterson finally caught Hyde going into the backdoor of Dr. Jekyll’s building. After their interlocution, his impression of Mr. Hyde was similar to Mr. Enfield’s: ‘disgust’ and ‘savage.’ Also, as Mr. Enfield expressed, Mr. Hyde ‘gave an impression of deformity without any namable malformation.’ When Mr. Utterson knocks on Jekyll’s door which is around the corner, there is no answer. As a finished reader, we know Dr. Jekyll cannot answer his door when he is in the form of Hyde. In this section, Dr. Jekyll shows similarities with Hunter again. Hunter had his ‘good front’ door opened to everyone the day and ‘dungeon back’ door was only open to the body stealers. Andrew Motion thinks these two doors themselves are used to represent the change – â€Å"as each opens or closes it leads characters into different parts of themselves.† For both Dr. Jekyll and John Hunter, behind the backdoor was where their ‘balderdash’ took place and no one was allowed to steal a look because they were â€Å"monsters† there. Posterior to this date, Mr. Utterson endeavoured to find out the relationship between Dr. Jekyll and Mr. Hyde. Not knowing the fact Dr. Jekyll himself is Mr. Hyde, Mr. Utterson could not understand the ease Dr. Jekyll had. However, the situation metamorphosed after the murder of Sir Danvers Carew; Dr. Jekyll felt ‘deadly sick’ by what had happened and declared to be ‘done with’ Mr. Hyde. This statement pleased Mr. Utterson who had then received the letter from Mr. Hyde through the hands of Dr. Jekyll. Glad to know Dr. Jekyll ‘have had a lesson,’ Mr. Utterson happily returned to his house where he finds out ‘Henry Jekyll forged for a murderer.’– Handwritings of Dr. Jekyll’s letter and Mr. Hyde’s were exactly the same except for the small difference in slope. Knowing that two people are the same person we understand this but Mr. Utterson doesn’t know it at this stage. This is the point where Dr. Jekyll regrets doing the experiments and decides to leave it there. However, he soon realizes he is doing it again as if it is a drug that cannot be stopped. Why does he go on when he clearly knows that he will get hung if he gets caught as Hyde? This question can be distorted and be aimed at John Hunter. Why did he continue the experiment when he clearly knew that he will get hung if he was caught doing illegal trading of dead bodies? The answers are the same: desire to know more and possibly the thrill of not getting caught. Two months after feeling ‘his blood run cold,’ Mr. Utterson put in efforts to forget everything about Mr. Hyde and the death of Sir Danvers. Mr. Hyde had not been around for the whole two months and Dr. Jekyll had become the previous friendly Dr. Jekyll again: ‘renewed relations with his friends’ and ‘became once more their familiar guest and entertainer.’ One slight change made from the past was that he was being overly good, religious, and charitable. It was now Dr. Lanyon who started to act madness; his words ‘I wish to see or hear no more of Dr. Jekyll,’ ‘I am quite done with that person’ brought back all the memories from two months ago: Dr. Jekyll gave the exact same line but about Mr. Hyde. The testament by Dr. Lanyon to Mr. Utterson after his death had extraordinary will on the letter which read ‘not to be opened till the death or disappearance of Dr. Henry Jekyll.’ Witnessing these words, Mr. Utterson sensed incidents from two months ago were about to be repeated. Not long after the death of Dr. Lanyon, Poole, the servant of Dr. Jekyll, pay a visit to Mr. Utterson; he was pale and frightened. Poole tells his concern – he is afraid to find out the reason why Dr. Jekyll was acting awfully weird: not coming out of the laboratory. Mr. Utterson made the trip to Dr. Jekyll’s fearing the same thing as Poole: Hyde had killed Jekyll and is in his place. When Mr. Utterson breaks into the doctor’s room, there is only a warm and ‘still twitching’ Hyde and no trace of Dr. Jekyll. A document by Dr. Jekyll found stated ‘read the narrative of Lanyon first,’ so Mr. Utterson follows the words without questions. Reading the two full letters helped the dust of these complicated stories settle into place in Mr. Utterson’s mind. The hope of separating the evil out of good from a man turned out to be a failure and only made a reasonably good man into a devil. Although the story on its own is a fiction of a person with two faces not being able to control the bad part, there is an implied reality that everything in the world has two faces and that these two faces are found from such extraordinary places. Not only John Hunter but also Deacon Brodie and Robert Wringhim are good examples. John Hunter, as I compared with Dr. Jekyll above, was a two faced man who did goods for the society such as creating new medicines but had to commit crimes like hiring people to steal dead bodies on the backstage for his further studies on creating effective medicines. Deacon Brodie was a normal cabinet maker but this only applied when the sun was out. Because he was a cabinet-maker he was hired by the rich and was given their keys of their houses. Either when the people were asleep or when the masters of the house were gone, he became a theft. He stole money and any valuables from these rich. It is frustrating to find out a person that you believed was turned out to be the one person that used this trust to fill his desires. However, this is what Stevenson was mentioning: a trusted person like Dr. Jekyll turned out to be doing a horrid experiment, which involved himself becoming a murderer. Also, taking from Stevenson’s own book, he cleverly created a scene where Sir Danvers Carew was killed by Mr. Hyde in a dark place of the city. Why did MP appear in such an area at that time of the night? – It seems he had dark secrets as well. Additional example is a confession of Robert Wringhim. He had two personalities: holy and murderer. It is quite hard to imagine a very religious person committing the biggest sin you can find from their religion. All these examples and the stories bring us to a repulsive conclusion that everyone is evil deep down and so everyone is not to be trusted. Also a question such as ‘is Stevenson suggesting that we need to keep our darker side under control?’ can be asked. In fact, seeing that everyone has done something bad at least once in their life, is the idea of controlling dark side even possible? If it is impossible, is he saying we just have to accept our imperfections and do what our impulses are telling us? According to Darwin’s ‘On the Origin of Species,’ human evolved from animals such as chimpanzees and monkeys. Stevenson perhaps is representing Mr. Hyde as ‘the beast in human nature’ to tell us that no one can resist the monster living underneath our kindness; everyone has their own version of Mr. Hyde in them. Taking Dr. Jekyll for instance, the darker side was impossible to control because he changed back to Mr. Hyde constantly even when he didn’t want it. Stevenson described it to be a physical change but he actually involved an implication that this happens to everyone not physically but as mentally; anytime people get a chance to fill their means, they awaken the evil side in their heart to help them. Is it really impossible to control? It is frightening to think that this is true because it is not: having power over this side is up to the person. We won’t be able to explain how the Saints and priests can exist if it was impossible to control. Mother Teresa gave everything to the society and the poor and devoted her life to God and to his people; she was strong enough to control the devil inside her. The poet and priest Gerard Manley Hopkins after reading the book said ‘my Hyde is worse.’ If his worst Hyde was revealed to the world he wouldn’t be a priest. He, like Mother Teresa, consciously had been trying to push away the evil spirit within him. Stevenson is implying that everyone has two sides by giving two faces to every character in the book and making the places he picks to have two different side and relating the city in the story, London, to a real city with two sides, Edinburgh. Also he gives the impression that the darker sides overpowers the brighter side by making that happen to Dr. Jekyll, therefore, we just have to accept this fact and wait until the darker side takes over your body; however, this is not the case. He is saying we to have to accept the imperfections of ourselves and try keeping it under control. If we cannot keep it controlled, we may meet such a death like Dr. Jekyll and Sir Carew. People who can manage it very well will be praised for it like Mother Teresa. Stevenson is stating that choosing which one we want to be is all up to us.