Romeo And Juliet Movie Adaptations

Romeo And Juliet Movie Adaptations Visualize guns firing, convertible cars speeding down the freeway and families (that are more like gangs) feuding. These two families loath each others very existence. The very cause of the guns firing is the pure hatred built up inside of the members like a caged tiger eyeing its escape. The scene built in your head is probably that of the Fast and the Furious. In reality what I am describing is a scene from the classic Shakespeare play, Romeo and Juliet. Shakespeaeres play are represented in many different ways, each producer altering the script to add their own flair. While the play is typically placed in 13th century Italy, Baz Luhrmann took a very unusual, yet correct, approach to his 1996 production of Romeo and Juliet. I say correct because Shakespeares plays never truly have a set script and were written in a way for the reader to interpret them how they feel fit. There never was a final Romeo and Juliet, a single authoritative or authorial version of the play. There were only versions, from the start (Hodgdon 203). Modernizing the classic, Luhrmann set the play in the 1990s. Weaponry such as swords were replaced by guns manufactured by the company Sword as well as transportation changed from horses to convertible cars. While these details of time were altered, the characters lines stayed in their original Elizabethan English form. While this may appear odd for the setting, Shakespeares plays were intended to be performed in typical clothes of the time. Therefore, when his men acted they wore clothes that a typical individual would have worn. Baz Luhrmann used this idea and created his own version that had the character in typical clothes of the 1990s. The vital information was kept intact for the play and even though the props were greatly altered the film is most definitely a correct form of Romeo and Juliet. One may look at the Baz Luhrmann version and think that it is a polar opposite to film that Franco Zeffirelli directed in 1968. Although Zeffirellis film took place in the 1400s there are multiple changes from the play to his production. His changes are far more subtle than Luhrmanns so the typical viewer may not notice them at all. But in reality, there were major cuts made from the play. Actually, Zeffirelli may have altered the script more substantially than Baz Lurhmann. Zeffirellis production has multiple instances where whole scenes are altered with the complete removals of large portions of lines. For example, Lord Paris never dies in his movie. Zeffirelli completely deleted the fight between Romeo and Paris in act 5 scene 3 instead he skipped to Romeo entering the tomb of the Capulets. Also in the play, it is let known that Lady Montague dies of a broken heart which is never acknowledged. In fact, Lady Montague is seen later on in the film during the funerals of Romeo and Jul iet. When looking at the big picture, these scenes do not change the overall outcome of the play which justifies their exclusion. Another scene that was altered resulted in the removal of a character entirely. Apothecary, the infamous character that sells the poison to Romeo against his will because he needs the money is completely cut. Instead Romeo takes off on his horse to Verona with the potion already in his possession. Where he got the potion is not disclosed to the audience. The flow of the film was kept intact by removing this scene. Instead of slowing the rising drama by making Romeo and a new character have a conversation; Zeffirelli opted to rush act 5 scene 2 which kept his audience interested. The editing of this scene did not stop there, and Act 5 scene 2 is actually far different from the original scripts. As seen in the film, Friar John simply takes too long on his journey to Mantua allowing Balthazar to pass him and tell Romeo the false news. There is no mention of a quar antine slowing his progress, which had been the explanation given by Shakespeares play script. Recall Mercutios death. If you simply watched Zeffirellis production you would see nothing peculiar with the scene. Mercutio dies in Romeos arms and questions Romeos intentions when coming between him and Tybalt. This never occurred in the book. Franco Zeffirelli chose to have Mercutio die in the presence of Romeo while the script had Mercutio and Benvolio leaving then Benvolio rushed over to Romeo to inform him of the unfortunate news. Why change the scene? Most likely this adaptation was used to simplify the scene and to add emotion. The presence of Romeo personalizes Mercutios death, adding drama for the audience. The most common change in both films is the deletion or reduction of lines. By reducing the length of the characters lines, viewers sustain their interest and do not have as much trouble deciphering what the characters are actually saying. The point is that the acting text of a play always was different from the written textà ¢Ã¢â€š ¬Ã‚ ¦ Shakespeare habitually began with more than he needed (Hodgdon 203-4). By cutting down the script, the story becomes more understandable to the audience. This method is quite often in both the Luhrmann and Zeffirelli versions of Romeo and Juliet. In the final scene of the play, Juliet commits suicide to be with Romeo in heaven. Prior to her killing herself, she has a lengthy sequence of lines that Zeffirelli reduced to the simple line, Love give me strength. Juliets Reduction is the most noticeable of the line cuts where others are very minor adjustments for the audiences understanding. One aspect of movies that is very influential in the performance is music and sound effects. The tone of individual scenes is set by the music. Early in Zeffirellis version the music was slow and very calm because the level of action was low. This set a calming atmosphere for Romeo to talk about his problems with love and Rosaline. As fights break out and the drama surrounding Romeo and Juliets forbidden love, the music gradually takes on a frantic pace which emphasizes the growing issues of the story. Gloomy music that could make the whole crowd cry is used as the films credits begin rolling. This allows the viewer to understand the pain that each member of the Capulet and Montague family is feeling as Prince is addressing them. Notice though, that in that final scene while Prince is still talking, there is silence. The sudden absence of music puts a great deal of stress over what Prince is saying which signifies his words importance. Silence was used to grab the attention of the sp ectator because music had been used constantly and the silent background was abnormal. Music was a vital part of the presentation keying important lines and setting the mood. Baz Luhrmann also utilized music in his modern production of Romeo and Juliet in 1996. Used in similar ways,the addition of music illustrated the mood throughout each scene. Music as well as director editing make productions of Romeo and Juliet very diverse. They take on the personality of the director but overall maintain the most important details of the classic. There is no wrong way to interpret Romeo and Juliet because it was written to be interpreted in many different ways.

Examining Marks And Spencer Group Plc Business Essay

Examining Marks And Spencer Group Plc Business Essay This report examines the Marks and Spencer Group Plc. It begins with the main objectives and purpose of the organisation and follows with the key features of the organisations Business Environment. It then goes on to analyse the impact of European economic and political integration in terms of trade. Marks and Spencer Group Plc was founded in 1884 by Michael Marks with the opening of a Penny Bazaar stall at Leeds Kirkgate Market. Today it is one of the UKs leading retailers with over 600 stores nationwide. In addition to its successful UK business it holds an expanding international business which comprises of over 295 stores throughout 41 territories. Marks and Spencers core business is general merchandising (clothing and home) and food. Its main competitors are Waitrose, Tesco, Asda and Primark. 2. Define, list and explain the main objectives and purpose of the organisation Marks and Spencer has five key principals which define how it runs its business these are: Quality Value Service Innovation Trust These five principals are fundamental to the success of the business and they remain as important today as they have done over the past 125 years. Marks and Spencers core objective is to ensure their brand will continue to offer Quality, Value, Service, Innovation and Trust. One of the aims of the business is to improve value, without compromising on quality. Mark and Spencers uppermost priority is to lead the business through the recession whilst continuing to invest for the long term. Six objectives were put in place in November 2008 In order to achieve this and are as follow: Retain their market leading position in GM Improve their performance in food Drive their international business Optimise margins and tightly control cost Maintain a strong balance sheet Uphold high ethical standards Marks and Spencer intend to be the worlds most sustainable business by 2015. This target is to be achieved through their Plan A commitments. (187) 3. Identify and explain the key features of the Business Environment The Business Environment is a combination of internal and external factors that affect an organisations ability to operate, grow and continue to exist. The Business Environment can be divided into the micro-environment which consists of; customers, employees, suppliers, shareholders, media and competitors and the macro-environment which includes regulations, government activities, the economy, demographics, social and cultural factors, innovations, and technological developments. In order to ascertain the Business Environment of an organisation a number of strategic tools can be used. A SWOT analysis can be effective in identifying an organisations strengths, weaknesses, opportunities and threats, whilst a PESTLE analysis can be valuable in analysing an organisations macro-environment. (106) SWOT analysis of Marks and Spencer Group Plc Strengths Weaknesses Unrivalled reputation for Quality, Value, Service, Innovation and Trust UKs biggest clothing retailer Top UK retail website Diverse range of products clothing , food and wine, home and furniture, technology, flowers and gifts and financial products Leading premium quality food retailer Brand awareness Consumers perception of MS is that their products are highly priced Consumers perception of MS is that they are not always in touch with the latest fashion trends Reduction in money back guarantee whilst competitors are increasing theirs Leading shareholders furious over Rose and Bolland salary packages Opportunities Threats Growth of international markets in particular India The world has an ageing population M Ss core target market is already the older generation Product diversification into Home Energy Services, Telecoms and MS-branded cosmetics Ability to reach new target market through new advertising campaigns aimed at younger generation Economic conditions remain uncertain Decline of the high street due to consumers doing more of their shopping online Competitor product ranges which directly compete with M S food such as Tesco finest Competitor Asda to offer 100 day money back guarantee on its George clothing Takeover bids (204) PESTEL analysis of Marks and Spencer Group Plc Political Key political factors that are of relevance to Marks and Spencer are as follow: Government type and stability The imminent general elections are to some extent going to leave many businesses feeling a high degree of uncertainty. Trading will get tougher this year as taxes rise and public spending falls to bring down government debt. (51) Economic Key economic factors that are relevant to Marks and Spencer are as follow: Economic conditions affect how easy or how difficult it is to be successful and profitable at any time because they affect both capital availability and cost, and demand. (28) Social Key social factors that are relevant to Marks and Spencer are as follow: Aging population Marks and Spencers has always been seen as an organisation whose target market is the older generation. The population of the UK and the world in general is continuing to age. Figure 1 below shows the increase in which the UK population will age by 2033. (46) Figure 1 Ageing Fastest increase in the oldest old Population by age, UK, 1983, 2008 and 2033 Office for National Statistics (2009) Technological Key technological factors that are relevant in assessing Marks and Spencer are as follow: Marks and Spencer were the first company in the world to use revolutionary teardrop trucks. The trailers are capable of carrying up to 16% more load and the aerodynamic shape offers a 10% reduction in fuel consumption. Xerox solid ink technology helps Marks and Spencer with Plan A commitments. (49) Environmental Key environmental factors that are relevant to Marks and Spencer are as follow: Weather Adverse weather conditions in the UK have had a devastating effect on businesses up and down the country. (18) Legal Key legal factors that are relevant to Marks and Spencer are as follow: EU legislation has recently been introduced to protect the Marks and Spencer has become the first high-profile retailer to be hit by new Prosecco regulations after 14,400 bottles of its Rosecco brand were seized. The market structure of Marks and Spencer can be considered as perfect competition. (13) PORTERS 5 FORCES analysis of Marks and Spencer Group Plc Competitive rivalry within the industry Threat of new entrants Cortefiel: launching standalone stores in competitive UK market (8) Bargaining power of suppliers Bargaining power of customers Threat of substitutes 4. Analyse the impact of European economic and political integration in terms of trade 5. Conclusions

Self Against Fate Essay -- essays research papers

In the epic poem, Beowulf, we discover a new way of looking at life. The poem, which was written by an unknown author, depicts life as a journey that is set out for you by God, one that is unchangeable and indefinite. Beowulf as a character is a marvelous person, however, not even he with all his power and might can change his destiny. We as people today base our lives around the same thoughts and ideas. No one knows when our last day will be to step foot on earth. Every second of every minute could be our last. We are sent to Earth by God with a purpose, and only we as individuals can determine that purpose after we have truly, fully lived. In the epic poem, Beowulf, Beowulf himself acts as the epic hero in defeating all evil to uphold the glory and safety of his people as fate would allow him with each struggle. Throughout the play, we find Beowulf constantly having to defend himself in the fight not only against three horrid monsters, but the fight against fate. Beowulf starts out the poem as a young man, full of pride and honor. As he ages, his wisdom and capabilities excel while his final destiny draws nearer. The slaughter he takes not only brutalizes him physically, but takes a mental toll on his life in terms of time. â€Å"Physical and moral evil can be challenged and overcome, but the ultimate evil (perhaps at its extremity, age and death) cannot be avoided. Beowulf slays his antagonist and transcends his own death. By dying as he lived, he is a model for triumph in th...

Analysis of Just and Unjust Wars: A Moral Argument with Historical Illu

Analysis of Just and Unjust Wars: A Moral Argument with Historical Illustrations Michael Walzer first wrote Just and Unjust Wars: A Moral Argument with Historical Illustrations in the years following the Vietnam War, and unfortunately its premise on morality in war will always remain as relevant as it was then as it is now, with conflict between states forever existing. Michael Walzer is one of the most prominent social critics in North America and in this book, he explores two main concepts, the justice of war and the justice in war in a great depth, and uses numerous historical references to support his claims. It is a very well configured piece, written in such a way of persuasion that your personal view on morality in war may ultimately change after delving into thoughts for several hundred pages. To an overwhelming majority of people, the words ‘war’ and ‘morality’ have seemingly opposing meanings, however in the preface to his book, Walzer points out that "whether or not its specific terminology is adapted, just-war theory has always played a part in official argument about war" (Walzer XI). He proceeds to discuss in a greater detail the ways that war has been perceived and how this impacts the topics of war and morality, and in doing so, he provides an intelligently structured and persuasive argument that can be viewed within a moral context. He addresses this topic both from the view of the role of the state and also from the perspective of how the decision to fight impacts the individual. Walzer takes the position that an individual should fight only for private and personal reasons rather then from nationalistic feelings because he feels that it is crucial that this decision should be freely chosen and that it constitutes one of the crucial requirements for a ‘just’ war. Walzer defines a ‘just war’ as a ‘limited war,’ and that just wars are governed by a set of rules, designed to prevent, as much as possible, "the use of violence and coercion against non-combatant populations" (Walzer XVII); On the other hand, a limited war attempts to establish the way things were prior to the aggression taking place. Aside from extreme cases, just wars do not have legitimate reasons for reaching beyond this goal, including the replacing of the aggressor’s... ...f becoming aggressors themselves. As Walzer points out, the Kuwait regime that US intervention restored to power was little better for the Kuwait people than their Iraqi invaders. However, the ultimate fate of this regime was placed back in the hands of the Kuwaiti people disregarding our attempt at improvement. Reading this book was both uplifting, in that Walzer does an excellent job of developing a framework to understanding what should and should not be done during wartime, as well as depressing, in realizing that war will only evolve and forever exist. The limits that a ‘just’ war places on the use of aggression between states for both states and individuals, according to Walzer, offers a rational and moral way of perceiving modern warfare. He ends his text with the comment that "The restraint of war is the beginning of peace" essentially summing up his argument, though will this ‘end’ ever arrive? (Walzer 335). This book offers a sane way of perceiving morality within the insanity of war. Work Cited Walzer, Michael. Just and Unjust Wars: A Moral Argument with Historical Illustrations. New York: Basic Books, 1977. Analysis of Just and Unjust Wars: A Moral Argument with Historical Illu Analysis of Just and Unjust Wars: A Moral Argument with Historical Illustrations Michael Walzer first wrote Just and Unjust Wars: A Moral Argument with Historical Illustrations in the years following the Vietnam War, and unfortunately its premise on morality in war will always remain as relevant as it was then as it is now, with conflict between states forever existing. Michael Walzer is one of the most prominent social critics in North America and in this book, he explores two main concepts, the justice of war and the justice in war in a great depth, and uses numerous historical references to support his claims. It is a very well configured piece, written in such a way of persuasion that your personal view on morality in war may ultimately change after delving into thoughts for several hundred pages. To an overwhelming majority of people, the words ‘war’ and ‘morality’ have seemingly opposing meanings, however in the preface to his book, Walzer points out that "whether or not its specific terminology is adapted, just-war theory has always played a part in official argument about war" (Walzer XI). He proceeds to discuss in a greater detail the ways that war has been perceived and how this impacts the topics of war and morality, and in doing so, he provides an intelligently structured and persuasive argument that can be viewed within a moral context. He addresses this topic both from the view of the role of the state and also from the perspective of how the decision to fight impacts the individual. Walzer takes the position that an individual should fight only for private and personal reasons rather then from nationalistic feelings because he feels that it is crucial that this decision should be freely chosen and that it constitutes one of the crucial requirements for a ‘just’ war. Walzer defines a ‘just war’ as a ‘limited war,’ and that just wars are governed by a set of rules, designed to prevent, as much as possible, "the use of violence and coercion against non-combatant populations" (Walzer XVII); On the other hand, a limited war attempts to establish the way things were prior to the aggression taking place. Aside from extreme cases, just wars do not have legitimate reasons for reaching beyond this goal, including the replacing of the aggressor’s... ...f becoming aggressors themselves. As Walzer points out, the Kuwait regime that US intervention restored to power was little better for the Kuwait people than their Iraqi invaders. However, the ultimate fate of this regime was placed back in the hands of the Kuwaiti people disregarding our attempt at improvement. Reading this book was both uplifting, in that Walzer does an excellent job of developing a framework to understanding what should and should not be done during wartime, as well as depressing, in realizing that war will only evolve and forever exist. The limits that a ‘just’ war places on the use of aggression between states for both states and individuals, according to Walzer, offers a rational and moral way of perceiving modern warfare. He ends his text with the comment that "The restraint of war is the beginning of peace" essentially summing up his argument, though will this ‘end’ ever arrive? (Walzer 335). This book offers a sane way of perceiving morality within the insanity of war. Work Cited Walzer, Michael. Just and Unjust Wars: A Moral Argument with Historical Illustrations. New York: Basic Books, 1977.

Understanding Native Americans in the Film, Dances with Wolves Essays

Understanding Native Americans in the Film, Dances with Wolves To dance with someone is to become one with him. When you dance, you lay selves aside and you try to move as one person. Every step flows cautiously into the next. You never want to step on the toes of the other person and with your hands you guide each other in various directions, but always together. The dance is a journey; one that brings two often very different people together. For that brief time that the two are dancing they act as one person, laying all differences aside. The film, Dances with wolves, accomplishes this feat. For one hundred and eighty-one minutes it allows us to get caught up in the dance of the white man and the Indians. Dances with wolves, disregards cultural barriers and only focuses on people for who they are as individuals. At the beginning of any dance, people are cautious. They must first "feel-out" the other person. They must get a sense of who the other person is, and what is meaningful to them. In the film, Dances with Wolves," John Dunbar approaches the Indians with this same apprehension. He is a white America who is alone on the frontier. He may be scared of the supposed "savages," but he never lets on. The stereotypical Indian is a brutal savage-like beast who kills for the sake of killing and ravages the countryside. In the first scene of the movie, this is the image that I received. It seemed hard to imagine any sense of brotherhood that could be found in the hearts of the Indians as we watched them scalp an innocent American named Timmons. My initial reactions, however, were disregarded as I continued to watch. I observed the first confrontation between Dunbar and the Indians. It was an encounter much like th... ...ried to a terrorist with a scientifically gifted sneaky child. What I want to say, and I ask you to take this back: We must look at racism as a disease. It is a cancer. It is very good and noble that the President has started this initiative. But you cannot put a band-aid on to treat cancer." Throughout the film and through the powerful testimonies mentioned above we realize the need for us to put stereotypes aside and truly desire to understand the Native American culture. It is only after we have "danced with them" that we can truly know them. Works Cited Dances with Wolves. Dir.Kevin Costner. Perf. Kevin Costner, Mary McDonnell, Graham Greene, and Rodney A. Grant. 1990. videocassette. American Indian Studies. www.jupiter.lang.osaka~v.ac.jp/~krkvls/FinalMovie PBS News Forum. March 1998. www.pbs.org/newshour/bb/race_relations/jan- june98/denver   

Vietnam Economy

nom Economic Vietnam has during the last two decades developed into a dynamic and fast growing market – also in automobile industry. Economic reforms, membership of WTO since 2007 and an impressive number of foreign investments, the notable increase in GDP, in people’s demand for high quality product and the almost-zero of the domestic automobile industry have led Vietnam to become the potential market for Volkswagen. The global crisis led to a temporary slowdown of Vietnam’s fast economic growth, but growth is back on track with 6. % growth in 2010 and more than 7% per year expected in 2011-2015. Table 1: Vietnam’ GDP real growth rate (%) [pic] Source: Source: General Statistics Office of Vietnam The rate of economic growth has during the last decade amounted to 7-9% per year, amongst the highest recorded growth rates in the world. The GDP per capita is USD 1160 (2010), and an increasing number of Vietnam’s 87 million inhabitants demand consumer pr oducts of higher quality. Table 2: Vietnam’s GDP per capital (US$) [pic] Source: General Statistics Office of Vietnam However, the average income in Vietnam is still fairly low in comparison with the company price (about†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. cai nay lay so lieu ben product nhe, to k tim duoc). According to â€Å"Background note of Vietnam† recorded by U. S Department of State in http://www. state. gov, Vietnam’s per capita income in 2010 was just $1,168 one person per year. Whereas, imported cars in Vietnam have to suffer upto 3 kinds of duty, including: Import Duty, Extra Duty, and Value Added Tax. Regardless of how strict Vietnam taxation policy is, the accession agreement which was compulsory for Vietnam to become WTO’s member in 2007 obliged Vietnam to lower its import tariffs and to welcome foreign investments in most commercial sectors of the economy. Certain sectors are partly protected against foreign competition in an interim period, but from 2012 respectively 2014 all sectors of the economy must welcome foreign goods and services as well as investors on an equal footing with local companies and investors. Therefore, we totally hope that in the upcoming period, such a 200% tariff for exported cars will not exist. Vietnam automobile market is not that big but it sees a potential signal. According to General Statistics Office of Vietnam [ http://www. gso. gov. vn/default. aspx? tabid=393&idmid=3&ItemID=11605 to k biet trich nguon ntn cho dung voi Harvard form ca T_T], the demand for imported cars, especially types of fewer than 9 seats which makes of approximately 70% in total, keeps increasing remarkably, from 21279 units in 2005 to 51059 in 2008 and reach the number of about 80410 in the last year. Whereas the domestic automobile industry seems to not improve at all. Until now, the domestic company still can not produce even one car. Vietnam  now has 10 automobile JVs including one 100 % foreign-owned enterprise (GM Daewoo), one domestic manufacturer (Truong Hai). The manufacturers make vehicles of 17 world brands: Fiat, Sangyong, PMC, Mazda, Kia, Chevrolet, Daewoo, Mitsubishi, Mercedes Benz, Suzuki,  Toyota, Isuzu, Ford, Hino, Hyundai (trucks, bus), Chery and Honda. In this moment, Volkswagen is one of more then 10 brands having distribution channel in. These brands include BMW (Euro Auto), Audi, Porsche (PSC), Hyundai (Thanh Cong), Lifan (Bao Toan), Chrysler (IC Auto), Subaru (MIV), Dong Feng,  Ã‚  MAN (VMC) and Fiat – Alfa Romeo (Mekong Auto), who are all considerable competitors. It is a great opportunity for the company to dominate Vietnam market but also a challenge when our products are almost kind of high quality with high price.

Marketing In business organizations

1)  Ã‚  Ã‚  Ã‚  Ã‚   The buying decision process as a general concept and as applied to commercial / industrial buyers. In business organizations, the various participants who are involved in the purchasing decision making process are initiators, users, influencers, deciders, approvers, buyers and gatekeepers. The gatekeepers are the important participants in the industrial buying process as they are the focal point for entry into the firm. They constitute the decision–making unit of a buying organization termed as the buying centre. The business buyers have the advantage of seeking the highest economic, social, service and technical benefit with respect to a market offering’s cost. The buying process begins with problem recognition- in this case the industrial buyer identifies the main need or problem which affects the firm’s business processes. The next step is Product specification – The buyer identifies the product’s general technical specifications by specifying the size, quality, quantity, design, features etc. Supplier Search – After the specifications have been set upon, the buying centre tries to examine the appropriate suppliers for its supply of raw materials. Proposal Solicitation – The proposals and quotations will be invited from various suppliers contacted and one, which satisfies the firm’s objective with minimum cost and better economies of scale will be accepted. Supplier selection – Based on certain characteristics, the buyer will determine parameters to select the suppliers based on price, reputation, product reliability, and service reliability and supplier flexibility. Order – Routine Specifications : Here negotiation on the order takes place with the final supplier selected by the buying centre. Performance Review – the suppliers will be periodically checked and evaluated on their performance in-order to identify the gap between the actual and the expected performance. 2)  Ã‚  Ã‚  Ã‚  Ã‚   Describe how the business environment is analysed, segmentation, targeting, positioning. The major environmental factors that influences and affects the buying behaviour as an industrial customer are environmental factors like the level of demand, the economic outlook, social responsibility acts, technological and political change; Organizational factors speak on the objectives, strategies, policies, plans and systems etc; Interpersonal factors highlight on the status, empathy, interests, power, authority etc; Individual factors such as age, income, education, job designation, culture, social class etc. are the requirements to be looked upon; The overall market dynamics can be studied by understanding the levels of market segmentation. Segment marketing, niche marketing, local marketing and individual marketing are some of the ways of micro marketing. Some of the variables for segmenting business markets are Demographics where-in the industry details, company size and the location have to be decided; Operating variables which includes technology, user or nonuser status, customer capabilities in the buying process have to be worked upon; Purchasing approaches – The way the customer approaches while buying the industrial goods, Situational factors- like size of the order, urgency; and Personal characteristics – buyer-seller similarity relationship, loyalty between the firm and the customers and attitude towards risk are chief parameters while segmenting.. These are the important bases for segmenting the market in case of industrial or business buyers. Selecting one or more of the market segments, which yields better returns at minimum cost and improved profits, is known as the process of targeting. The firm could use certain patterns for targeting such as single-segment concentration, selective specialization, product specialization, market specialization and full market coverage. Positioning is what you do to the minds of the consumers. The various differentiating or positioning categories will be product, services, personnel, channel and image. Different positioning strategies adopted could be attribute positioning, benefit positioning, application, user, competitor positioning, price positioning and product-category positioning. 3)Some of the patterns for market coverage are based on the segment’s overall attractiveness and firm’s objectives and resources. In Single segment concentration – the company selects just one single segment, which implies a product in a single market. In selective specialization – the firm selects certain segments, which are supposed to be lucrative, and which are more attractive. Product specialization – The firm focuses on a single product in all the available market to spread the business risk. Market specialization – the firm constitutes on serving a certain focused market with the acceptability of various products. Full Market coverage – The firm attempts to serve all the markets and all the products considering the whole market as one globe. References – Advertising Management, Edited by R. Batra, J. G. Myers, and D. A. Aaker. New Delhi: Prentic, 1999. Marketing Management, Edited by P. Kotler. New Delhi: Prentice, 2000. Marketing Management: Planning, Implementation and Control, Edited by V. S. Ramaswamy and S. Namakumari. Delhi: Macmillan, 2004. Retail Marketing Management, Edited by D. Gilbert. New Delhi: Pearson, 2003.