A Comparison Of The Women Of Wharton And Deledda :: essays research papers fc

A Comparison of the Women of Wharton and Deledda      Two journalists, the two ladies, both from various foundations. Edith Wharton was high society. Grazia Deledda was an everyday citizen from another nation. However both composed solely to their won areas, their depiction of ladies was very comparative. In Wharton's Ethan Frome she has two ladies, both unmistakable from each other. In Deledda's La Madre, two ladies additionally make up the greater part of the story. Be that as it may, there are a lot more likenesses in these works. Discharged just nine years separated the two books manage a battle of the heart, of the confidence, and a battle of their ethical sufficiency. What's more, in the two stories the ladies are depicted on inverse sides of the contention. In this paper I expect to show an evident bond between these accounts' characters, and the array ran between the female personae.      Published in 1911, Ethan Frome is viewed as truly outstanding contemporary short books of now is the ideal time. Ethan Frome enlightened Wharton's comfortable composing style with a sparkle of creative mind. In this story, as I communicated in the initial passage, lie two ladies. The first is Zenobia Frome, or on the other hand Zeena for short. In her late twenties, she experiences an aggravated ailment that was believed to be welcomed on by her dealing with Ethan's mom and her assimilation of life's weights. In this story she is the clashing character.      The other lady is a youthful Mattie Silver, the cousin of Zeena and the housemaid of the Fromes. Mattie is around twenty-one years of age and not all that much of a house manager since she is little and feeble and to some degree ungainly. In any case in any case she got the attention of Ethan Frome who might get her on evenings of town celebration, and with that grew a prohibited love. This is the contention of the story.      In 1920, Grazia Deledda distributed La Madre. Maria Maddalena is the mother of the cleric who, all through the book, tumbles to the wayside under enticement. She is an extremely antiquated lady just like the entire town. Overprotective of her child, she assists work with increasing the climactic subject of confidence. The other lady is Agnes, a wealthy townswoman who is the object of the minister's backslidden issue. Dissimilar to Ethan Frome, in this story the characters of strife move between the two ladies. Presently how about we take a gander at the practically identical similarity of the ladies in the two stories.      To take a gander at Maria Maddalena and Zeena Frome in a similar casing would not be a far stretch. Both are exceptionally controlling and attempt to administer the lives of the men around them.

Infant mortality Essay

Newborn child mortality just alludes to the quantity of death among the youthful ones for every 1000 births. In this authentic investigation, newborn child death rate between a scope of time beginning from 1750 to 1917 is examined. Its rate changes starting with one century then onto the next with the eighteenth century recording the most elevated number of passings among the youthful. Advancing towards the twentieth century, there has been an exceptional decrease in the passing pace of babies. Some clinical experts accept this is a direct result of the social wellbeing change and clinical improvement during the nineteenth and 20 centuries. Then again, a few researchers, similar to Thomas McKeown, emphatically propose this is for the most part ascribed to the improved sustenance and sanitation of the infant’s condition (McKeown, 121). Thomas McKeown is the researcher who led the notable McKeown Thesis. There has been a continuous discussion between the two thoughts regarding which assumed the fundamental huge job in checking the uncontrolled demise of the newborn children for a very long while highlighted in endless understudy perusing, so who really observed reality between the 19 and the twentieth hundreds of years? Newborn child mortality decreased throughout the hundreds of years beginning in the late nineteenth and mid twentieth century in the United States. The most elevated pace of death among the newborn children was seen in the main portion of the eighteenth century (McKeown, 65) , this high pace of baby mortality was seen as brought about by cultural separate and poor approaches rather that particular neurotic life form. This was considered as an impression of a poor casing work in the general public. Somewhere in the range of 1750 and 1800, the newborn child death rate was at the top with a significant number of the babies surrendering to their maladies. At that point, the specialized viewpoints in attempted far reaching examination to build up the real reason for the sicknesses lastly finding the fix had not been fruitful. Numerous babies thusly kicked the bucket in enormous numbers. The people group ascribed this to the wide and awful cultural issues. Many significant nations had regions with foul lodging, overflowed cellars, defiled water supplies and destitution, bringing about infections, for example, typhoid, red fever, tuberculosis and typhus to flourish (McVeigh). This at long last moved them to really consider approaches to deal with these issues. What they have come to finish up was that pre-birth and postnatal illnesses were eventually affected by outside components, for example, food insufficiency, liquor and tobacco use (Mudd, 117). While illnesses and incapacities that are resolved during origination or after birth are perpetually extraordinary, both their beginnings can in any case be conceivably controlled. In the second 50% of the nineteenth century and the principal decade of the twentieth century, the administration of the United States concocted endeavors to control this hazard. They suggested the expulsion of newborn children in the urban communities; this was viewed as a significant accomplishment since most moms who were dwelling in the city wind up having their young ones passing on at a youthful age. Some pre-birth sicknesses, for instance was because of introduction to unsafe poisons in the earth, in this way influencing the child’s improvement in the mother’s belly (Mudd, 117-118). This was seen that the city presented the youthful to undesirable condition consequently presenting them to sicknesses. The clog in the city was likewise found to encourage the spread of infectious maladies among the youthful. Different types of poisons were uncontrolled in the city and along these lines the newborn child could without much of a stretch agreement diseases. Numerous ladies at the turn of the eighteenth century were working in gas lit industrial facilities and sweatshops, which may influence their pregnancy (McVeigh). The moms were encouraged to settle in their rustic homes where these risks were considered to have insignificant results on the babies. It was blessed that enactments were at long last gone during 1848 to advance certifiable worry for general wellbeing (McKeown, 66). Correspondingly, global city in Great Britain during the period, just as a significant area all through Europe and the remainder of the world regarding universal exchange and human travel. As a result of such huge numbers of worldwide produce, products and individuals showing up in London day by day, it turned out to be obvious to clinical experts that remote bodies can regularly be the bearers of infection; from London, such sicknesses were destined to spread all through the remainder of the nation. In aiding London’s residents remain sound, baby death rates were consequently dropped at the same time. By investigating London’s paper chronicles, just as other contemporary paper articles and even the correspondence of medicinal services laborers during the time, the data concerning baby death rates can be accumulated and analyzed. Conversely, a few researchers, for example, Thomas McKeown, unequivocally recommend this is predominantly ascribed to the improved sustenance and sanitation (Colgrove). The milk gracefully was improved among the youthful one, on the grounds that the milk taking care of and flexibly of eatable items was improved by the legislature. This administration procedure has been noteworthy in safeguarding the life of newborn children at that point. Kid cleanliness was another figure considered checking the high pace of newborn child mortality. A kid cleanliness program was built up by the legislature to guarantee the babies were given the highest caliber of cleanliness . With the progression on the mechanical advancements, newborn child mortality decreased in noteworthy extents throughout the hundreds of years. The disclosure of the different clinical supplies and contraption remembering the magnifying lens and the stethoscope for the late nineteenth century helped the clinical field’s abilities to deal with these difficulties (McVeigh). Synchronous to this, extraordinary walks in the improvement of training of assistants began occurring in Europe. The researcher who worked in clinical microbiology contemplated further and found a lot of moment microorganisms which were found to cause high pace of newborn child mortality. These organisms were found to flourish with unhygienic conditions in this way causing high pace of baby mortality. They were seen as wild particularly in inadequately took care of milk and other staple. With these revelations of stethoscope and the magnifying instrument in the twentieth century, numerous maladies were monitored. This was on the grounds that researchers had gotten learned about wellbeing matters. Prior to this colossal revelation, numerous moment microorganisms causing a few illnesses among the youthful ones were everywhere and researchers were baffled with unchecked high pace of newborn child mortality. The electron magnifying lens with high amplification empowered these researchers to perceive the different malady causing life forms including infections and microscopic organisms. They figured out how to know the particular infections that these microorganisms caused and the proper control estimates expected to keep them under control. They concocted anti-infection agents to fix contamination in the newborn children. Anti-infection agents, for example, penicillin were likewise found in the mid twentieth century. Right now, because of these disclosures and fitting estimates taken by the administration, the baby mortality radically diminished. Clinical consideration regarding the newborn children was viewed as a need and thus decreasing the pace of infant’s demise. Another significant factor in controling newborn child mortality is the improvement of obstetrics and the ascent of gynecology in that time (McVeigh). It enveloped all parts of pregnancy, and permitted clean and safe conditions for the mother and youngster. Seemingly, poor clean conditions during labor are additionally one of the fundamental driver of newborn child mortality in prior hundreds of years. McKeown’s sees on general wellbeing started contention during the 1970’s and 1980’s with its attention on designation of clinical assets. While the establishment of his exact perspectives may be viewed as imperfect today, it led investigations of where should general wellbeing specialists should center their endeavors and the most significant determinants of a society’s mortality (Colgrove). The proposal he composed was about the clarification of the sensational populace development from around 1770 to the present (Szreter). It expressed that it was a direct result of the domino impact of improved monetary conditions: better ways of life and upgraded nourishing status that reinforced baby protection from most ailments. His works have been about the combination of these propelled thoughts and later on his works started getting a lot of consideration on account of its significant substance (Szreter). It was interested to take note of that it pulled in more crowds during its later years, despite the fact that it didn’t considerably contain any new data. It was presumably the more grounded mindfulness in general wellbeing that caused this. In any case, McKeown will consistently be viewed as a figure of significance as a result of his job in forming contemporary frameworks to forestall newborn child mortality. Different components that can be ascribed to a steep decrease in newborn child death rate beginning from the late nineteenth and mid twentieth century remember the improvement for monetary development, improvement in nourishment, new clean measures by the administration and advances in information about baby care in the US of America (Colgrove). Despite the fact that little is thought about how every one of this variables contributed in the decrease in the newborn child death rate, an orderly survey of the information from the particular time frame focused on that giving clean milk in advertise was the fundamental supporter of this decrease in the baby mortality . Be that as it may, the essayist of this diary was one-sided as in taking care of milk flexibly and milk cleanliness was not by any means the only motivation of baby mortality. It‘s critical to take note of that the both innovative progression and improved sustenance assumed an extremely significant job in checking the newborn child death rate beginning from the late eighteenth to mid twentieth century. The observation that the high pace of newborn child mortality was because of cultural issues and poor approaches couldn't help in alter the course in the principal half of the 18t

Im going to be a blogger!

Im going to be a blogger! As I write this we are just east of Buffalo. My mom is driving; my dad is in the front seat; Im in the back, sharing space with enough bags to make our car dip just a little bit. To my left in the line for the gas station is the cutest U-Haul ever made. We could have used one of those, my dad laughs. We are headed to Cambridge, to MIT. My entire life is in this car, pretty much, if you leave out all the friends I left at home in Canada. The highway rest stops are different in the States; I guess this is just the first small difference in a long line of ones I will notice. I found out yesterday that Ill get to be a blogger this year, so I know it’s a bit eager to be starting to write already, here in my Notes app on the side of the highway. Well, so be it; I will feel no shame. (Okay, a little bit of shame. But you gotta air your dirty laundry to clean it out.) Ive been reading the blogs since elementary school, and dreaming about MIT since elementary school, and holy crap Im finally here. Im finally here!!! I cant say if its better or worse than I thought it would be, with my elementary-school self now a faded old memory. Thats okay; I think they would have been just as excited as I am now. (I was alone in the house, standing over an empty suitcase with clothes in my arms, when the blogger acceptance email came; I dropped everything and started doing a  terrible but energetic jig right there.) Hi there; Im Shuli, and Im finally here, and I have a  lot of feelings about it. (I have a lot of feelings about  many things.) Is the person I am inside of my skin, or are they in my clothes, or my friends, or my habits? I could only bring some of those with me; they didnt all fit in the car. In one sense, I am bringing the old me to a new place, where they will mix and change each other; in another, maybe I am bringing a new me, wiped blank by the ten-hour road trip, who will be born for real in the next four years. So, who knows how valid this introduction will be three months from now, but anyway, here we are. Hi there, Im Shuli, and long trips and open skies and late nights and time to think make me talk like this. I also talk in other ways the rest of the time, I promise! One fact which is relevant to you: I have signed a very serious contract to try every flavour of Oreo offered in the northeast US, as there are many more than in Canada, and publish a blog post reviewing them all. Get ready!!! (It might be a while, considering the number of flavours and my limited budget. But get ready!!!) I look forward to learning many things about myself and about MIT and about everything under the sun,* and to spending what Im sure will seem like a lifetime and no time at all here, and I suspect that I am looking forward to a whole lot of things I cant even name. I dont know who decided I was responsible enough to Adult, and boy it is weird to actually realize a childhood dream, and Im sure tonight at 11.30 pm I will feel a little lost and a little lonely and very far from home but for now, MIT, it is so nice to meet you. Lets be good friends. *METALLURGY!! I am signed up for a metallurgy advising seminar and oh BOY I am so excited, so so excited. Stay tuned to hear all about my metal-thing-making (and advice-getting) adventures. Post scriptum (written Labour Day weekend) Now it’s a week later, and I’m reading over the blog post draft I wrote in order to edit it before posting (post post scriptum: and then the site switchover happened but we made it through!).  To be honest, it feels a little bit like reading a diary entry from about a year ago. Everything is still true, but… so much has happened since. I have: -helped to put up, and then take down, a three-story wooden fort -met probably hundreds of people and learned the names of dozens -moved rooms (although I have not yet unpacked… we joke that if EC was burgled, we wouldn’t know if they ransacked our room or not) -gotten nine hours of sleep in one night -gotten four hours of sleep in one night -auditioned for an acapella group (a new experience for me!) -participated in like two and two-halves puzzle hunts -been put on MANY MANY mailing lists and in turn received much spam (I thought my high school had an email culture but man, it’s got nothing on MIT) -made plans, changed plans, abandoned plans, and made new ones and classes don’t start until Wednesday! (post post scriptum: much more on this later!)  Orientation has been quite a time, honestly, and I’ve… mostly… succeeded in balancing sleep and going to awesome wacky events in the furthest corners of campus. My highlights would probably be 1) the puzzle hunts and 2) how fantastically nice every single upperclassman has been to me. I’d never be able to fit this all into one post, so it will come in bits and pieces in the future: what it’s like to be a freshman in East Campus, what it’s like to get used to college, what it’s like to have an advisor and sign up for classes and take classes. Taking classes!!!!! What an exciting concept; I’m going to learn so much and share it all with you guys. I’m kind of tired, kind of overwhelmed, and kind of really not sure how it’s all going to go down, but that’s OK. I will figure it out, or something, and you will hear all about it. ^-^ Post Tagged #advising #REX

What Does the Archaeological Dating cal BP mean

The scientific term cal BP is an abbreviation for calibrated years before the present or calendar years before the present  and that is a notation which signifies that the raw radiocarbon date cited has been corrected using current methodologies. Radiocarbon dating was invented in the late 1940s, and in the many decades since, archaeologists have discovered wiggles in the radiocarbon curve—because atmospheric carbon has been found to fluctuate over time. Adjustments to that curve to correct for the wiggles (wiggles really is the scientific term used by the researchers) are called calibrations. The designations cal BP, cal BCE, and cal CE (as well as cal BC and cal AD) all signify that the radiocarbon date mentioned has been calibrated to account for those wiggles; dates which have not been adjusted are designated as RCYBP or radiocarbon years before the present. Radiocarbon dating is one of the best known archaeological dating tools available to scientists, and most people have at least heard of it. But there are a lot of misconceptions about how radiocarbon works and how reliable a technique it is; this article will attempt to clear them up. How Does Radiocarbon Work? All living things exchange the gas Carbon 14 (abbreviated C14, 14C, and, most often, 14C) with the environment around them—animals and plants exchange Carbon 14 with the atmosphere, while fish and corals exchange carbon with dissolved 14C in sea and lake water. Throughout the life of an animal or plant, the amount of 14C is perfectly balanced with that of its surroundings. When an organism dies, that equilibrium is broken. The 14C in a dead organism slowly decays at a known rate: its half-life. The half-life of an isotope like 14C is the time it takes for half of it to decay away: in 14C, every 5,730 years, half of it is gone. So, if you measure the amount of 14C in a dead organism, you can figure out how long ago it stopped exchanging carbon with its atmosphere. Given relatively pristine circumstances, a radiocarbon lab can measure the amount of radiocarbon accurately in a dead organism for up to about 50,000 years ago; objects older than that dont contain enough 14C left to measure. Wiggles and Tree Rings The growth rings of a tree cut horizontally to the ground can be used to date the tree and wooden objects made from it. Ollikainen / iStock / Getty Images There is a problem, however. Carbon in the atmosphere fluctuates, with the strength of the earths magnetic field and solar activity, not to mention what humans have thrown into it. You have to know what the atmospheric carbon level (the radiocarbon reservoir) was like at the time of an organisms death, in order to be able to calculate how much time has passed since the organism died. What you need is a ruler, a reliable map to the reservoir: in other words, an organic set of objects that track annual atmospheric carbon content, one that you can securely pin a date on, to measure its 14C content and thus establish the baseline reservoir in a given year. Fortunately, we do have a set of organic objects that keep a record of the carbon in the atmosphere on a yearly basis—trees. Trees maintain and record carbon 14 equilibrium in their growth rings—and some of those trees produce a visible growth ring for every year they are alive. The study of dendrochronology, also known as tree-ring dating, is based on that fact of nature. Although we dont have any 50,000-year-old trees, we do have overlapping tree ring sets dating (so far) back to 12,594 years. So, in other words, we have a pretty solid way to calibrate raw radiocarbon dates for the most recent 12,594 years of our planets past. But before that, only fragmentary data is available, making it very difficult to definitively date anything older than 13,000 years. Reliable estimates are possible, but with large /- factors. The Search for Calibrations As you might imagine, scientists have been attempting to discover organic objects that can be dated securely pretty steadily for the past fifty years. Other organic datasets looked at have included varves, which are layers of sedimentary rock which were laid down annually and contain organic materials; deep ocean corals, speleothems (cave deposits) and volcanic tephras; but there are problems with each of these methods. Cave deposits and varves have the potential to include old soil carbon, and there are as-yet unresolved issues with fluctuating amounts of 14C in ocean currents. A coalition of researchers led by Paula J. Reimer of the CHRONO Centre for Climate, the Environment and Chronology, School of Geography, Archaeology and Paleoecology, Queens University Belfast and publishing in the journal Radiocarbon, has been working on this problem for the last couple of decades, developing a software program that uses an ever-increasingly large dataset to calibrate dates. The latest is IntCal13, which combines and reinforces data from tree-rings, ice-cores, tephra, corals, speleothems, and most recently, data from the sediments in Lake Suigetsu, Japan, to come up with a significantly improved calibration set for 14C dates between 12,000 and 50,000 years ago. Lake Suigetsu, Japan In 2012, a lake in Japan was reported to have the potential to further finetune radiocarbon dating. Lake Suigetsus annually formed sediments hold detailed information about environmental changes over the past 50,000 years, which radiocarbon specialist PJ Reimer says are as good as, and perhaps better than, the Greenland Ice Cores. Researchers Bronk-Ramsay et al. reported 808 AMS dates based on sediment varves measured by three different radiocarbon laboratories. The dates and corresponding environmental changes promise to make direct correlations between other key climate records, allowing researchers such as Reimer to finely calibrate radiocarbon dates between 12,500 to the practical limit of the c14 dating of 52,800. Answers and More Questions There are many questions that archaeologists would like answered that fall into the 12,000-50,000 year period. Among them are: When were our oldest domesticate relationships established (dogs and rice)?When did the Neanderthals die out?When did humans arrive in the Americas?Most importantly, for todays researchers, will be the ability to study in more precise detail the impacts of previous climate change. Reimer and colleagues point out that this is just the latest in calibration sets, and further refinements are to be expected. For example, theyve discovered evidence that during the Younger Dryas (12,550–12,900 cal BP), there was a shutdown or at least a steep reduction of the North Atlantic Deep Water formation, which was surely a reflection of climate change; they had to throw out data for that period from the North Atlantic and use a different dataset. Selected Sources Adolphi, Florian, et al. Radiocarbon Calibration Uncertainties During the Last Deglaciation: Insights from New Floating Tree-Ring Chronologies. Quaternary Science Reviews 170 (2017): 98–108.  Albert, Paul G., et al. Geochemical Characterisation of the Late Quaternary Widespread Japanese Tephrostratigraphic Markers and Correlations to the Lake Suigetsu Sedimentary Archive (SG06 Core). Quaternary Geochronology 52 (2019): 103–31. Bronk Ramsey, Christopher, et al. A Complete Terrestrial Radiocarbon Record for 11.2 to 52.8 Kyr B.P. Science 338 (2012): 370–74.  Currie, Lloyd A. The Remarkable Metrological History of Radiocarbon Dating [II]. Journal of Research of the National Institute of Standards and Technology 109.2 (2004): 185–217.  Dee, Michael W., and Benjamin J. S. Pope. Anchoring Historical Sequences Using a New Source of Astro-Chronological Tie-Points. Proceedings of the Royal Society A: Mathematical, Physical and Engineering Sciences 472.2192 (20 16): 20160263.  Michczynska, Danuta J., et al. Different Pretreatment Methods for 14c Dating of Younger Dryas and Allerà ¸d Pine Wood ( Quaternary Geochronology 48 (2018): 38-44. Print.Pinus sylvestris L.).Reimer, Paula J. Atmospheric Science. Refining the Radiocarbon Time Scale. Science 338.6105 (2012): 337–38.  Reimer, Paula J., et al. Intcal13 and Marine13 Radiocarbon Age Calibration Curves 0–50,000 Years Cal BP. Radiocarbon 55.4 (2013): 1869–87.

Progressivism And Social Criticism In The Progressive Era

The Progressive Era The Progressive Era was an influential period in history, as it protected social welfare, created an economic reform, and overall, promoted moral improvement. Progressivism has propelled people into the modern world, in which people are treated equally and the business relations do not interrupt the political decisions, or the government. Most importantly, if the concept of progressivism did not exist, our business industry would not have thrived, labor conditions would not have changed, women would not have equal rights as men, and overall, there would have been no idea, as to social activism and a political reform. During the Progressive Era, American industrialists began making themselves known through their†¦show more content†¦Basically, the Great Depression was going on, so there was unemployment, and people needed money. Parents had no option but to send their children to work, without concerning towards their health. Eventually, the reformers and labor organizers helped take a stand, helping to place restrictions on child labor, involving the hours they worked for and the conditions they worked in. Primary school education then led to becoming a necessity for children., after the Fair Labor Standards Act was passed in 1938, leading to many states establishing a minimum wage and a max number of hours for labor. Comparing this to today, if child labor had not come to an end, many children would be deprived of the right to education and given time for recreation. Overall, the people who made themselves heard through protests influenced the children immensely today, as they would have spent their time working for wealthy businessmen for no benefit, and there would be no concept as to minimum wage and a healthy work environment. Additionally, inequality of women that was ongoing for several years, ultimately reached a change, with the Woman Suffrage. The Women’s Suffrage was the right of woman to vote and to stand for elec toral college. This had many objections, which was mainly coming from the men, the husbands of the women, who regarded the grant of such rights as useless and insignificant. Among the anti-suffragists were also women themselves, who went againstShow MoreRelated Various Interpretations of the Progressive Era Essay2820 Words   |  12 Pagesâ€Å"What was the Progressive Movement?†[1] Historian Peter G. Filene presents this question in his article, â€Å"An Obituary for ‘The Progressive Movement’†, in order to introduce the reality that for decades scholars struggled to propose an answer to this question. They have and still do struggle because there are many ways to consider this question and qualify the Progressive Era: such as its definition, time frame, significant turning points and important people, goals, successes, and failures. GivenRead MoreEssay about Interpreting American Progressivism2954 Words   |  12 PagesInterpreting American Progres sivism The period referred to as the Progressive Era in American history is one which historians often disagree over, and as in all areas of history, there are many theories surrounding the era which sometimes contradict each other. Historians are always aware of prominent theories within the field, and they often participate in an ongoing dialogue concerning their research. One of the first historians to make a major mark regarding the Progressive Era was Richard HofstadterRead MoreThe Conflict Of The American Civil Rights Movement Essay1309 Words   |  6 Pagesintellectual. In Moses’s view, DuBois is more complicated than other leading Black figures. He notes that DuBois is a Progressive but even some of his ideas are different such as his â€Å"double consciousness†. Like Lewis, Moses invokes the religious connections in DuBois’s message to the people. 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Expectancy Theory Free Essays

The expectancy theory by Victor Bloom is based on the believe that organizational employees act in a certain way based on the strength of an outcome and how attractive the outcome is to the individual. The theory contains three main relationships and when all three are maintained the desired behavior from the employee will be achieved. These three relationships are effort-performance (Expectant probability), performance-reward (Instrumentality probability) and rewards-personal goals (Valence). We will write a custom essay sample on Expectancy Theory or any similar topic only for you Order Now In the effort-performance relationship or expectancy the employee must believe that if they perform in a certain manner that they will indeed increase their performance and thus make goals obtainable. In order for the employee to actually believe that increase effort will lead to increase performance they must believe that the process is valid, that they have the tools and resources to achieve the goal and that the goal is meaningful. The goal can’t be without merit based on their knowledge of the job and their past experiences. The performance-reward relationship or instrumentality hinges of the belief that if the employee does work harder and does meet the performance goal that they will receive a reward or a greater reward compared to others. The employee again needs to have trust in the reward system and the people who manage the processes and reward systems. The reward process should be transparent and fair. The rewards-personal relationship or valence is the value that the employee sees in obtaining the goals. This will be variable because different things motivate people. Paid time off motivate some, bonuses and or pay raises motivate others. Some employees simply are satisfied with being recognized and others seek promotion. The key element to the rewards-personal relationship is not that the employee is satisfied but the satisfactions meet their expectant level of satisfaction. (Expectancy Theory of Motivation, 2012) In the task’s given scenario there is plenty of evidence that the employees have little confidence in the thought of working hard and producing more has any positive affect on them. This is an excellent scenario to apply the expectancy theory. Based on the interviews of supervisor A’s employee by supervisor B’s supervisor there is lack of trust that work is rewarded at all, fairly, and the current reward system is not worth the trouble. The statement that the bonuses are not enough to make a difference in their pay after deductions and the statements that you have to be way underperforming to have a negative effect on your pay and over performance has no positive effect on pay confirm this. These opinions are obviously based on past experience of working with the audio product company. Supervisor A obviously must have the same attitudes as the people he supervises being that his group is underperforming and supervisor B is the person concerned and asking the questions on how to better the situation. There is also a statement that some employees believed they did not have the dexterity to perform the new process undermining the confidence in the new program. The company needs to do several things utilizing the expectancy theory. First there needs to be confidence in the new program that it is meaningful and the goals are obtainable. First for the employees with the issue of dexterity, there needs to be some education and assistance provided to those employees to evaluate what they can do to make it easier to perform the job. Maybe additional tools or resources are necessary. This education and assistance could even be provided by the employees that are doing well and excelling in the new process. The company should set common individual and team goals. The individual goals would motivate the employees and the team goals should motivate the supervisors. These goals need to be obtainable and enough of a challenge that the employee feels accomplishment when they meet them. There also should be regular feedback about their performance. This addresses the expectancy part of the theory that if they work harder that it will increase their performance. Then to gain interest in the rewards, there needs to be an overhaul of the reward system itself. There needs to be variety in the rewards. A poll could be taken of the employees and ask them what would be fair rewards for met goals. The employer could take the majority opinion of the poll and offer the result as a reward or offer options of rewards either by individuals or by group. The rewards must be of value to the employee that is the bottom line. The company needs to have transparency in the new goal and reward program. That will make sure there is confidence and fairness in the reward program. Employees must see that the achievers are being rewarded while the underachievers are not. This tangible difference must be known and visible to reinforce that things are now different and effort is awarded. This aspect addresses the instrumentality relationship aspect of the expectancy theory. To accommodate those employees that are motivated by recognition, individual rewards that include company wide recognition should be established in addition to the monetary or benefit rewards. Team recognition awards could also be established. This would create a little friendly competition while providing openly displayed performance numbers which in turn provides positive feedback for increased performance. By making sure that the reward system has value and makes the employee desire to make the goal and want the reward addresses the valence relationship of the theory. By giving the employees the skills and tools necessary to obtain goals and to have the employees’ confidence that there is an open and fair reward mechanism is vital for successful motivation of the workforce. It is of utmost importance that the employee feels that their increased effort will increase performance and the increased performance will result in meaningful expected rewards for them. Bibliography Expectancy Theory of Motivation. (2012, 11 4). Retrieved from Management Study Guide: http://www. managementstudyguide. com/expectancy-theory-motivation. htm How to cite Expectancy Theory, Papers Expectancy Theory Free Essays Expectancy theory proposes that a person will decide to behave or act in a certain way because they are motivated to select a specific behavior over other behaviors due to what they expect the result of that selected behavior will be. [1] In essence, the motivation of the behavior selection is determined by the desirability of the outcome. However, at the core of the theory is the cognitive process of how an individual processes the different motivational elements. We will write a custom essay sample on Expectancy Theory or any similar topic only for you Order Now This is done before making the ultimate choice. The outcome is not the sole determining factor in making the decision of how to behave. [1] Expectancy theory is about the mental processes regarding choice, or choosing. It explains the processes that an individual undergoes to make choices. In the study of organizational behavior, expectancy theory is a motivation theory first proposed by Victor Vroom of the Yale School of Management. â€Å"This theory emphasizes the needs for organizations to relate rewards directly to performance and to ensure that the rewards provided are those rewards deserved and wanted by the recipients. † [2] Victor H. Vroom (1964) defines motivation as a process governing choices among alternative forms of voluntary activities, a process controlled by the individual. The individual makes choices based on estimates of how well the expected results of a given behavior are going to match up with or eventually lead to the desired results. Motivation is a product of the individual’s expectancy that a certain effort will lead to the intended performance, the instrumentality of this performance to achieving a certain result, and the desirability of this result for the individual, known as valence. [3] Contents hide] 1 Author 2 Key elements 2. 1 Expectancy: Effort Performance (EP) 2. 2 Instrumentality: Performance Outcome (PO) 2. 3 Valence- V(R) 3 Current Research 3. 1 Management 3. 2 Computer Users 3. 3 Models of Teacher Expectancy Effects 4 Criticisms 5 Related Theories 6 Notes 7 Further reading [edit] Author In 1964, Vroom developed the Expectancy theory through his study of the motivations be hind decision making. His theory is relevant to the study of management. Currently, Vroom is a John G. Searle Professor of Organization and Management at the Yale University School of Management. 4] [edit] Key elements The Expectancy Theory of Motivation explains the behavioral process of why individuals choose one behavioral option over another. It also explains how they make decisions to achieve the end they value. Vroom introduces three variables within the expectancy theory which are valence (V), expectancy (E) and instrumentality (I). The three elements are important behind choosing one element over another because they are clearly defined: effort-performance expectancy (EP expectancy), performance-outcome expectancy (PO expectancy). 5] Three components of Expectancy theory: Expectancy, Instrumentality, and Valence 1. Expectancy: Effort Performance (EP) 2. Instrumentality: Performance Outcome (PO) 3. Valence- V(R) [edit] Expectancy: Effort Performance (EP) Expectancy is the belief that one’s effort (E) will result in attainment of desired performance (P) goals. Usually based on an individual’s past experience, self-confidence (self efficacy), and the perceived difficulty of the performance standard or goal. Factors associated with the individual’s Expectancy perception are self efficacy, goal difficulty, and control. Self efficacy is the person’s belief about their ability to successfully perform a particular behavior. Goal difficulty happens when goals are set too high or performance expectations that are made too difficult are most likely to lead to low expectancy perceptions. Control is one’s perceived control over performance. In order for expectancy to be high, individuals must believe that they have some degree of control over the expected outcome. edit] Instrumentality: Performance Outcome (PO) Instrumentality is the belief that a person will receive a reward if the performance expectation is met. This reward may come in the form of a pay increase, promotion, recognition or sense of accomplishment. Instrumentality is low when the reward is the same for all performances given. Factors associated with the individual’s instrumentality for outcomes are tr ust, control and policies. If individuals trust their superiors, they are more likely to believe their leaders promises. When there is a lack of trust in leadership, people often attempt to control the reward system. When individuals believe they have some kind of control over how, when, and why rewards are distributed, Instrumentality tends to increase. Formalized written policies impact the individuals’ instrumentality perceptions. Instrumentality is increased when formalized policies associates rewards to performance. [edit] Valence- V(R) Valence:[6] the value the individual places on the rewards based on their needs, goals, values and Sources of Motivation. Factors associated with the individual’s valence for outcomes are values, needs, goals, preferences and Sources of Motivation Strength of an individual’s preference for a particular outcome. The valence refers the value the individual personally places on the rewards. -1 0 +1 -1= avoiding the outcome 0= indifferent to the outcome +1=welcomes the outcome In order for the valence to be positive, the person must prefer attaining the outcome to not attaining it. Expectancy Theory of motivation can help managers understand how individuals make decisions regarding various behavioral alternatives. The model below shows the direction of motivation, when behavior is energized: Motivational Force (MF) = Expectancy x Instrumentality x Valence When deciding among behavioral options, individuals select the option with the greatest amount of motivational force (MF). Expectancy and instrumentality are attitudes (cognitions) that represent an individual’s perception of the likelihood that effort will lead to performance that will lead to the desired outcomes. These perceptions represent the individual’s subjective reality, and may or may not bear close resemblance to actual probabilities. These perceptions are tempered by the individual’s experiences (learning theory), observations of others (social learning theory), and self-perceptions. Valence is rooted in an individual’s value system. One example of how this theory can be applied is related to evaluating an employee’s job performance. One’s performance is a function of the multiplicative relationship between one’s motivation and ability [P=f (M*A)] [1] Motivation can be expressed as [M=f (V*E)],[7] or as a function of valence times expectancy. In layman’s terms, this is how much someone is invested in something along with how probable or achievable the individual believes the goal is. [edit] Current Research [edit] Management Victor Vroom’s expectancy theory is one such management theory focused on motivation. According to Holdford and Lovelace-Elmore (2001, p. 8), Vroom asserts, â€Å"intensity of work effort depends on the perception that an individual’s effort will result in a desired outcome†. Vroom suggests that â€Å"for a person to be motivated, effort, performance and motivation must be linked† (Droar, 2006, p. 2). Three factors direct the intensity of effort put forth by an individual, according to Vroom; expectancy, instrumentality, and preferences (Holdford and Lovelace-Elmore, 2001). In order to enhance the performance-outcome tie, managers should use systems that tie rewards very closely to performance. Managers also need to ensure that the rewards provided are deserved and wanted by the recipients. [8] In order to improve the effort-performance tie, managers should engage in training to improve their capabilities and improve their belief that added effort will in fact lead to better performance. 8] – Emphasizes self-interest in the alignment of rewards with employee’s wants. – Emphasizes the connections among expected behaviors, rewards and organizational goals Expectancy Theory, though well known in work motivation literature, is not as familiar to scholars or practitioners outside that field. [edit] Computer Users Lori Baker-Eveleth and Robert Stone, University of I daho, conducted an empirical study on 154 faculty members’ behavioral intentions/responses to use of new software. The antecedents with previous computer experience ease of the system, and administrator support for they are linked to behavioral intentions to use the software through self-efficacy and outcome expectancy. Self-efficacy and outcome expectancy impacts a person’s effect and behavior separately. Self-efficacy is the belief a person has that they possess the skills and abilities to successfully accomplish something. Outcome expectancy is the belief a person has when they accomplish the task, a desired outcome is attained. Self-efficacy has a direct impact on outcome expectancy and has a larger effect than outcome expectancy. [9] Employees will accept technology if they believe the technology is a benefit to them. If an employee is mandated to use the technology, the employees will use it but may feel it is not useful. On the other hand, when an employee is not mandated, the employee may be influenced by other factors that it should be used. The self-efficacy theory can be applied to predicting and perceiving an employee’s belief for computer use (Bandura, 1986; Bates Khasawneh, 2007). This theory associates an individual’s cognitive state affective behavioral outcomes (Staples, Hulland, Higgins, 1998). Motivation, performance, and feelings of failure are examples of self-efficacy theory expectations. The following constructs of the self-efficacy theory that impact attitudes and intentions to perform: past experience or mastery with the task, vicarious experience performing the task, emotional or physiological arousal regarding the task, and social persuasion to perform the task. edit] Models of Teacher Expectancy Effects Jere Brophy and Thomas Good (1970, 1974) provided a comprehensive model of how teacher expectations could influence children’s achievement. Their model posits that teachers’ expectations indirectly affect children’s achievement: â€Å"teacher expectations could also affect student outcomes indirectly by leading to differential teacher treatment of students that would condition student attitudes, expectations, and beha vior† (Brophy, 1983, p. 639). The model includes the following sequence. Teachers form differential expectations for students early in the school year. Based on these expectations, they behave differently toward different students, and as a result of these behaviors the students begin to understand what the teacher expects from them. If students accept the teachers’ expectations and behavior toward them then they will be more likely to act in ways that confirm the teacher’s initial expectations. This process will ultimately affect student achievement so that teachers’ initial expectancies are confirmed. [10] In discussing work related to this model, Brophy (1983) made several important observations about teacher expectation effects. First and foremost, he argued that most of the beliefs teachers hold about student are accurate, and so their expectations usually reflect students’ actual performance levels. As a result, Brophy contended that selffulfilling prophecy effects have relatively weak effects on student achievement, changing achievement 5% to 10%, although he did note that such effects usually are negative expectation effects rather than positive effects. Second, he pointed out that various situational and individual difference factors influence the extent to which teacher expectations will act as self-fulfilling prophecies. For instance, Brophy stated that expectancy effects may be larger in the early elementary grades, because teachers have more one-on-one interactions with students then, as they attempt to socialize children into the student role. In the upper elementary grades more whole-class teaching methods are used, which may minimize expectation effects. Some evidence supports this claim; expectancy effects in Rosenthal and Jacobson’s (1968) study were strongest during the earlier grades. Raudenbush’s (1984) meta-analysis of findings from different teacher expectancy studies in which expectancies were induced by giving teachers artificial information about children’s intelligence showed that expectancy effects were stronger in Grades 1 and 2 than in Grades 3 through Grade 6, especially when the information was given to teachers during the first few weeks of school. These findings are particularly relevant because they show a form of the expectancy theory and how teachers have certain expectations of students and how they treat the students differently because of those expectations. [10] [edit] Criticisms Some of the critics of the expectancy model were Graen (1969) Lawler (1971), Lawler and Porter (1967), and Porter and Lawler (1968). [11] Their criticisms of the theory were based upon the expectancy model being too simplistic in nature; these critics started making adjustments to Vroom’s model. Edward Lawler claims that the simplicity of expectancy theory is deceptive because it assumes that if an employer makes a reward, such as a financial bonus or promotion, enticing enough, employees will increase their productivity to obtain the reward. [12] However, this only works if the employees believe the reward is beneficial to their immediate needs. For example, a $2 increase in salary may not be desirable to an employee if the increase pushes her into a tax bracket in which she believes her net pay is actually reduced, which is actually impossible in the United States with marginal tax brackets. Similarly, a promotion that provides higher status but requires longer hours may be a deterrent to an employee who values evening and weekend time with his children. In addition to that, if anyone in the armed forces or security agencies is promoted, there is a must condition for such promotions, that they he/she will be transferred to other locations. In such cases, if the new place is far from their permanent residence, where their family is residing, they will not be motivated by such promotions, and the results will be other way round. Because, the outcome, which this reward (promotion) will yield, may not be valued by those who are receiving it. Lawler’s new proposal for expectancy theory is not against Vroom’s theory. Lawler argues that since there have been a variety of developments of expectancy theory since its creation in 1964; the expectancy model needs to be updated. Lawler’s new model is based on four claims. [13] First, whenever there are a number of outcomes, individuals will usually have a preference among those outcomes. Two, there is a belief on the part of that individual that their action(s) will achieve the outcome they desire. Three, any desired outcome was generated by the individual’s behavior. Finally, the actions generated by the individual were generated by the preferred outcome and expectation of the individual. Instead of just looking at expectancy and instrumentality, W. F. Maloney and J. M. McFillen [13] found that expectancy theory could explain the motivation of those individuals who were employed by the construction industry. For nstance, they used worker expectancy and worker instrumentality. Worker expectancy is when supervisors create an equal match between the worker and their job. Worker instrumentality is when an employee knows that any increase in their performance leads to achieving their goal. In a chapter entitled â€Å"On the Origins of Expectancy Theory† published in Great Minds in Management by Ken G. Smith and Michael A. Hitt, Vroom himself agreed with som e of these criticisms and stated that he felt that the theory should be expanded to include research conducted since the original publication of his book. How to cite Expectancy Theory, Papers

Marketing Practices of Modern Businesses †Myassignmenthelp.Com

Question: What Is the Proper Marketing Practices of Modern Businesses? Answer: Introduction In the contemporary market scenario, the organisations seeking success in the target market must make the assessment of the target demographics profile. Invariably, by doing so, modern business firms can perform significant marketing exercise suitable for business dynamics. Precisely, the segmentation of target market, identifying the particular target market, and positioning the business according to the preferences of target demographics should be done effectively to gain a comprehensive competitive advantage in the challenging business environment. In the reported study paper, the target marketing practices of ALDI Australia have been illustrated. ALDI is one of the renowned discount supermarket chains operating in the retail industry in Australia. The retail supermarket chain had opened the first store in the Australian market in 2001 ("ALDI Australia", 2017). The retail business of ALDI offers diversified products including food, beverages, household consumer goods, and sanitary articles to the target audience in Australia. Moreover, the retail outlets of ALDI have provided quality products at affordable price improving the living standard of the target public. In the context of marketing practices, the aim of the study is to identify the different types of audience segmentation, and the advantages and disadvantages of each of the segmentation process. Secondly, based on the outcome of the target market segmentation strategy, the study identifies the primary and secondary target market for ALDI. Alternatively, the final aim of the study is to evaluate how ALDI is positioned in the target market and the reason behind such positioning strategy. Audience Segmentation In modern marketing practices, the method of dividing a target market of impending customers into particular segments or cluster in terms of individual behaviour and characteristics is called market segmentation (McDonald, Dunbar, 2013). Precisely, market segments have been created to identify the similar types of target audience that can respond correspondingly to a marketing strategy. In the underlying section, the ways in which an organisation can segment its target audience have been analysed. Geographic Segmentation Geographic segmentation is one of the most fundamental ways of audience segmentation based on geographic location and areas such as regions, cities, and countries etc (Ray Chaudhuri, 2014). In case of ALDI, Western Australian market, New South Wales market, and other regional markets can be segmented following the strategy. The advantages and disadvantages of such segmentation have been briefed as follows: Advantages Considers Cultural Differences of Target regions: Geographic segmentation strategy considers the leading differences in culture among the target regions to segment the target audience (Miles, 2014). Thus, consumer can be listed according to the similar behavioural differences and cultural differences. Effective for firms having limited geographic reach: The approach is significantly valuable for the firms having limited reach to a massive target location. By applying the specific segmentation strategy, a company can operate different geographic area in an efficient way (Shi, Gu, Chhajed, Petruzzi, 2016). Disadvantages Assuming similar consumer needs: During geographic segmentation of target market audience, it is assumed that each of the consumer belonged to the same geographic segment possesses similar needs (Miles, 2014). However, the originality is different as customers included in a geographic segment can have difference choice of needs. Hence, it is one of the disadvantages of the strategy. Effective in combination with another segmentation strategy: As similar geographic segmented customers have different choices of needs, the strategy must be utilised in a combination with another market segmentation strategy to become more successful. Therefore, it is a limitation for geographic segmentation method. Demographics Segmentation Demographic segmentation of target audience has been done based on age, gender, income status, race, religion, family size, and nationality of the target demographics (McDonald, Dunbar, 2013). In case of ALDI, age segmentation will include kids, young, adults, and older people. Also, the income status should be taken into consideration to offer products to a larger target audience pool. In the underlying section, the advantages and disadvantages of the segmentation strategy have been analysed. Advantages Rich Data Sources: By using such market segmentation strategy suitable data can be collected from rich sources in a convenient procedure. Based on the data, certain demographic information can be used by the companies such as ALDI during product development as well as developing marketing strategies. Easy to manage: Demographic segmentation method is one of the simplest methods to identify the target audience. Precisely, retail companies such as ALDI can utilise such market segmentation method to measure the demand and fundamental needs of the target audience (McDonald, Dunbar, 2013). Also, managing the customers and sales of the business will become easier by applying the strategy of demographic market segmentation. Disadvantages Descriptive and Theoretical Concept: The entire concept of demographic segmentation is descriptive and based on theoretical ideas. Meanwhile, there is little understanding of the target demographics profile. Assuming similar consumer needs in same demographic segment: Demographic segmentation also assumes that each of the target audience belonged to the same segment has possessed similar needs and lifestyle (Miles, 2014). Hence, it is a substantial limitation for the market segmentation strategy. Psychographic Segmentation Psychographic segmentation is a method of market segmentation that divides a target market based on the lifestyle, attitude, social class, personality, interest and preferences, and activities of demographics (Hunt, Arnett, 2014). By considering the customer purchasing behaviour, ALDI can utilise such strategy in market segmentation to influence the marketing activities in the target Australian retain sector. Advantages Greater Insight on Target Demographics: Based on the market research, psychographic segmentation can provide greater insight into the demographics as per the standard of living, attitude, social class, personality, interest, and lifestyle of the consumers. Thus, the marketing practices of ALDI can be influenced by adopting such market segmentation strategy. Create motivation in product purchasing: By developing marketing campaigns according to the psychographic needs of the target audience, such market segmentation method can be helpful to motivate the target audience to buy new products. Disadvantages Lengthy market research: Psychographic segmentation requires substantial market research i.e. both qualitative and quantitative research that can be so much expensive (Parker, Don, McLoughlin, 2010). Hence, such segmentation cannot be suitable for SMEs. Difficult to reach the market segment: Alternatively, psychographic segments within a target market cannot be reached easily by the conventional marketing methods. Therefore, it is one of the fundamental limitations of psychographic segmentation (Zolfagharian, Cortes, 2010). Behavioural Segmentation By identifying the purchasing behaviour of the target market audience, behavioural segmentation of a market can be done (Hunt, Arnett, 2014). Based on the knowledge, perception, and attitude towards a product or service of the target demographics, ALDI can create behavioural segmentation for marketing efficiency. Advantages Competitive Advantage gain: In case of developed markets where target audience is highly knowledgeable, such market segmentation strategy will be eventful. By evaluating behavioural segmentation of the market, firms can get competitive advantage over the other market players (Ren, Yang, Diao, 2010). Unique for marketing: Behavioural segmentation can be a unique marketing strategy to develop latest product or service category. Thus, the need of the target audience can be met to influence the purchasing behaviour of the demographics (Wood, Pierson, 2016). Disadvantages Lack of buying consideration: In behavioural market segmentation, marketers actually do not identify why the consumers are interested in buying the products. Therefore, a marketing uncertainty can be attached to such segmentation strategy (Aaker, 2015). Hence, it is a limitation for behavioural segmentation. Market intelligence dependency: On the other hand, such market segmentation needs to be done after analysis of detailed market data related to sales. Such market intelligence dependency is one of the primary disadvantages of behavioural market segmentation. Target Market Analysis The demand of the consumers varies from one market to another. On the other hand, it is not possible for the ALDI Australia to meet the varying demand of its all market segments due to the availability of limited resources. Hence, the theory of market targeting is applied to choose the most suitable segment for the company to expand its business (Zolfagharian, Cortes, 2010). While making the target market decisions, the marketers need to consider different factors such as how the current segment is served by the present rivalries, the size of the segment and the capability of the company to serve the chosen segment (Weinstein, 2014). On the basis of the factors, the primary and secondary target markets are chosen for which the company develops its positioning strategy. The primary and secondary target market for ALDI Australia has been discussed herein below: Primary Market The primary market for ALDI Australia is the low and middle income people. The primary market consists of people with annual income of $20,000 to $100,000. The first reason for targeting this market is its size. According to the study, it can be seen that more than 50 percent of the Australians earn an annual income between $20,000 and $100,000 (Bennett, Blythe, 2012). Hence, by targeting this segment, the company can convert the maximum population of the country into its potential customers. On the other hand, most of the rivals in the market offer premium range of products at a higher price (Wang, 2015). The cost leadership model of the firm can help it to offer products at cheaper price to target the low and middle income people. Hence, the market consisting of customers with lower and middle income can be considered as the primary market for ALDI Australia. Secondary Market The secondary market for ALDI Australia is the fashion and lifestyle market. The secondary market consists of consumers of younger generation who are fond of fashionable and lifestyle products at cheaper price. Hence, the company offer apparels and trending gears for this market to attract the customers. The first reason to choose this segment as a target market is the capability of the company to serve these customers (Wang, 2015). On the other hand, the high demand for garments and fashion products increases the size of the segment and provide potential growth opportunity to ALDI Australia. Hence, the company needs to develop differentiated products and offer them at cheaper price to seek growth in the secondary target market. Positioning Positioning is an effort made by the marketers to influence the perception of the consumers over a brand or product related to the perception over the competing brands or products. The primary objective of the positioning strategy is to occupy a unique, clear and advantageous position in the mind of the consumers (Friedmann, 2007). The marketing strategies are developed by the marketers in order to improve the brand positioning over the rivals and occupy a better market share. In order to achieve a better market positioning, the marketers develop a balanced marketing mix that include the product, price, promotion and place strategy of the brand (de Ruyter, Scholl, 2008). For instance, the positioning strategy is used by the marketers to develop a better brand image and seek competitive advantage in the market. On the other hand, the positioning strategy helps the firm to improve its revenue model and seek sustainable growth in the battle of market competition (Vanderveer, Pines, 20 07). How does ALDI Position itself The primary aim of ALDI is to offer the customers quality products in cheaper price as compared to the other supermarkets. In context to the Australian market, the company charges around 30 percent lower price than the other supermarkets. Hence, the pricing policy of the company has helped the company to develop a good image among the consumers (Wood, Pierson, 2016). On the other hand, the company does not compromise with its quality in order to offer a cheaper price. The cost leadership model of the firm helps the brand to maintain its competitive pricing policy. Meanwhile, the increased use of technology has made it difficult for the retailers to support the changing habits of the consumers. For instances, the younger generation consumers prefer window shopping using the internet. ALDI Australia lacks in providing an e-commerce online store for the consumers that impacts its sales. Furthermore, the less number of stores as compared to Woolworths Group and Wesfarmers Group flattens the retail market of Australia and makes ALDI hold the third position in the Australian market in terms of its in store sales. In the year 2015, the company hold around 12.1 percent of the total retail market share (Wood, Pierson, 2016). A figure has been presented herein below for further consideration: Figure: Market Share of the retailers in Australia Source: (Wood, Pierson, 2016) Why should or shouldnt ALDI position itself like this ALDI Australia position itself as a cheaper and quality supermarket brand that has helped the international enterprise to seek growth in the Australian market. ALDI has been quite successful with its positioning strategy in the last 10 years. The company has effectively increased its market share from 5.5 percent to 12.1 percent between 2007 and 2015 (Wood, Pierson, 2016). On the other hand, the low pricing policy of the company has been quite effective in attracting the customers from different segments. Hence, the current positioning of ALDI is quite effective for the company to seek growth in the short run. But, with emerging challenges and growing competition in the retail market, the current positioning of the firm is not suitable to seek sustainable growth in the long run. Firstly, the company has its website that can be used to search the store locations and get details about the firm and its products. The website of the company does not offer buying or selling of product. With the changing demographic factors and purchasing behaviour of the consumers, it is quite important for ALDI to develop an e-commerce website to reach more number of potential customers. The online portal will act as a virtual store for the firm that will further improve its brand positioning in the market (Bennett, Blythe, 2012). On the other hand, it will increase the sales of the firm by reaching customers who are unable to visit the existing stores due to the busy schedule of their life. Secondly, the number of stores of ALDI is quite less than the other supermarket giants such as Woolworths and Coles. Hence, the company needs to increase the number of stores in order to improve its market positioning. Finally, ALDI needs to make changes in its promotion strategy in order to enhance its market share. The management of ALDI should invest on digital marketing tactics in order to improve the marketing positioning of the brand. Conclusion On the basis of the above analysis, a supermarket retailer such as ALDI Australia can segment its market using demographic segmentation, geographic segmentation, psychographic segmentation and behavioural segmentation. Moreover, the primary market for ALDI Australia is the low and middle income people who search for quality products at cheaper price. On the other hand, the secondary market for ALDI is the fashion and lifestyle market. The company has effectively implemented its positioning strategy and have achieved success in the previous years. However, ALDI Australia needs to make changes in its positioning strategy to seek competitive advantage and sustainable growth in the future. References Aaker, D. (2015).Strategic market management(1st ed.). 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The brand description of Sainsbury's and ALDI: price and quality positioning.International Journal Of Retail Distribution Management,34(12), 904-917. Zolfagharian, M., Cortes, A. (2010). Linking Market Orientation To Strategy Through Segmentation Complexity.Journal Of Business Economics Research (JBER),8(9).