marketing ch.5 Essay Example

marketing ch.5 Paper false When analyzing the immediate environment and the macroenvironment, marketers must be careful to keep the firm at the center of all analyses. ⠐ £ ⠐ £ false In the immediate environment, the competition has no effect on consumers. ⠐ £ false Demographics are transmitted by words, literature, and institutions from generation to generation. ⠐ £ false As the euro becomes more expensive relative to the dollar, Americans are likely to purchase more European wines. ⠐ £ ⠐ £ false Macroenvironmental factors include the company, competition, and corporate partners. ⠐ £ false The global spread of technology has eliminated all differences between cultures. ⠐ £ ⠐ £ false Tweens rarely use any type of technology. false he members of Generation X are also referred to as Digital Natives. ⠐ £ ⠐ £ false One of the social trends discussed in the text that is shaping consumer values in the U.S. and around the world is a concern about the vast disparity in income. ⠐ £ ⠐ £ false Burger King no longer uses SpongeBob SquarePants to promote burgers and fries because the character is no longer popular with young children. ⠐ £ false Socially responsible marketing is defined as a strategic effort by firms to supply customers with environmentally friendly merchandise. ⠐ £ ⠐ £ false Inflation refers to the cost of borrowing money. ⠐ £ identify potential opportunities By paying close attention to customer needs and continuously monitoring the environment in which it operates, a good marketer can ⠐ £ ⠐ £ identify potential opportunties As a retail clothing store manager, Randy frequently asks his staff what customers are saying and what they are asking for. He also attends the quarterly clothing show at the regional merchandise mart. Randys efforts will likely help him to ⠐ £ ⠐ £ all of these The factors in the immediate marketing environment include the actions of the ⠐ £ ⠐ £ consumers The centerpiece of the Marketing Environment Analysis Framework is ⠐ £ competition A firms macroenvironment includes all of the following EXCEPT ⠐ £ ⠐ £ the consumer the center of all marketing efforts is ⠐ £ ⠐ £ her target customers As director of a small art gallery, one of Fredericas major concerns is the preferences of the people who buy her artists work. Frederica recognizes that the center of her marketing efforts is ⠐ £ ⠐ £ to offer greater value than competitors offer. One of the goals of value-based marketing is ⠐ £ ⠐ £ from a customers point of view. Ryan knows that one of the goals of value-based marketing is to provide greater value to consumers than competitors offer. To accomplish this goal, Ryans firm must look at everything it does ⠐ £ ⠐ £ needs, wants, and ability to purchase Yvonne knows her firm must look at everything they do from a consumers point of view. One major difficulty is that a consumers __________ change(s) over time. ⠐ £ ⠐ £ This generation puts a strong emphasis on work/life balance and are experts at using various media forms. Select the statement that best describes the key traits of Generation Y. ⠐ £ Time-poor society When an office supply store offers self-check-out, extended hours at its stores, and online shopping with next day delivery, it is trying to address what type of concern? ⠐ £ privacy. When you register your telephone number with the Do Not Call Registry, you are responding to a need for⠐ £ ⠐ £ the firm itself In the immediate marketing environment, one key factor that affects the consumer is ⠐ £ match their core competencies. Successful firms focus their efforts on satisfying customer needs that ⠐ £ match its core compenetencies The Mayo Clinic in Minnesota is known for top-quality medical care. For decades, even presidents and dictators from around the world flew to the Mayo Clinic to utilize its services. The Mayo Clinic used its reputation to create additional medical facilities in Jacksonville, Florida, and elsewhere. This is an example of a firm focusing its efforts on satisfying customer needs that ⠐ £ all of these When evaluating competitors, marketers need to assess competitors ⠐ £ likely reaction to Yuris promotional activities. Yuri is considering a new promotional campaign in which he will compare his products to those of his competitors. Before initiating the promotional campaign, Yuri will likely assess his competitors strengths, weaknesses, and ⠐ £ ⠐ £ corporate partners The firms that work along with the focal firm to provide goods and services to consumers are viewed as⠐ £ ⠐ £ corporate partners Firms that provide materials, transportation, advertising, accounting, and other goods and services, helping a firm create value for its customers, are called ⠐ £ ⠐ £ external The difference between a firms immediate marketing environment and its macroenvironment is that the macroenvironment is ⠐ £ ⠐ £ culture The shared meanings, beliefs, morals, values, and customs of a group of people constitute their ⠐ £ regional culture Political candidates are notorious for appealing to the different beliefs and values of groups of potential voters in different areas of the country. These politicians are appealing to differences in ⠐ £ ⠐ £ culture Insight Guides, a line of travel books, provides travelers with background information about the peoples beliefs, values, and customs. Insights books educate travelers about a countrys ⠐ £ ⠐ £ can help to identify a particular group that might be interested in the marketers products. When studying culture, the challenge for marketers is to determine whether culture all of these Marketers have learned that culture influences __________ consumers buy. ⠐ £ ⠐ £ country culture Late in the day on September 11, 2001, the day of the World Trade Center attacks, Americans purchased all the American flags Walmart stores had available, nationwide. These purchases were indicative of can be used as a relevant identifier for a particular target group. he United States has often been called the melting pot society, integrating people from many different cultures into the social fabric of the country. The challenge for marketers is to determine whether a groups culture ⠐ £ ⠐ £ all of these identifiable elements of a countrys culture include ⠐ £ ⠐ £ language When considering the use of a radio commercial in England that was designed for U.S. markets, a marketer would likely need to consider which of the following aspects of culture that might be different between the two countries? ⠐ £ regional culture In New England foot-long sandwiches are called grinders while in many other parts of the country they are called subs. This is an example of the impact of ⠐ £ ⠐ £ reduce regional cultural differences. the shift of population from the Rust Belt in the North to the Sun Belt in the South and Southwest will likely ⠐ £ ⠐ £ all of these Typical demographic data include ⠐ £ ⠐ £ demographics When marketers look at advertising media they often begin with viewer or listener profiles such as age, income, gender, and race. They then compare the media profile with their target audience. These marketers are using __________ to see if the media fit with their advertising agenda. ⠐ £ ⠐ £ purchase behavior Generational cohorts are groups of people of the same generation who have similar __________ because they have shared experiences and are in the same stage of life. ⠐ £ ⠐ £ demographic data indicating that Monday Night Football attracts male viewers and the Academy Awards attracts female viewers. Viewers of the baseball World Series are likely to see ads for beer and cars, and viewers of the Academy Awards broadcast (the Oscars) are likely to see ads for clothing and hair care products, due to ⠐ £ baby boomers From a marketing perspective, what separates __________ from the generation before them is that they are individualistic, value leisure time as a high priority, and are trying to maintain their youth. ⠐ £ generation x Marketers selling to the __________ generational cohort need to recognize that these consumers are not too interested in shopping, are cynical, and are less likely to believe advertising claims than the generation(s) before them. ⠐ £ ⠐ £ generation x Julie is an experienced shopper. She has been doing the familys weekly shopping since she was twelve. She is not very interested in status items, and questions advertising claims. Julie is most likely to be in the __________ generational cohort. ⠐ £ ⠐ £ generation x The __________ generational cohort is characterized by the question, Why shop at Neiman Marcus when Kohls and Target are just as good, cheaper, and more convenient? ⠐ £ ⠐ £ generation y Tweens are part of which generational cohort? ⠐ £ greenwashing ABC Company knew that its customers were interested in environmentally friendly business practices, so it began marking all of their products as environmentally friendly because they were made with all natural ingredients, even though ABCs plant was one of the worst polluters in town. The new term for this practice is ⠐ £ income in the United States has become more unevenly distributed. When considering income as a demographic variable affecting marketing efforts, marketers need to recognize that ⠐ £ ⠐ £ creates opportunities to provide value to each group. Astute marketers recognize that the increasing disparity of income between upper- and lower-income groups value ince the late 1970s, most American families have seen their income growth stagnate, with income rising only slightly more than inflation. This has changed many Americans consumers concept of ⠐ £ ⠐ £ useful predictions of purchase behavior. for some products, marketers can combine education level with other data like occupation and income to obtain ⠐ £ ⠐ £ spend their disposable income differently. Marketers know that, compared to high school graduates who are working full time, college students ⠐ £ have been blurred in the past several years. gender roles they speak different languages and come from different cultures. Marketers should not assume that they can target all Asian consumers in the United States with one strategy because approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups. Marketers in the United States are paying increasing attention to ethnic groups because ⠐ £ New York, Los Angeles, and Chicago. Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in⠐ £ the fastest growing minority population. Though Asian Americans comprise only 3 percent of the U.S. population, they represent ⠐ £ green marketing strategic efforts to supply consumers with environmentally friendly merchandise are called ⠐ £ more green-consumer conscious. Compared to consumers in the United States, Europeans are ⠐ £ ⠐ £ add value that other products do not have. By offering environmentally responsible products, green marketers ⠐ £ ⠐ £ value contributing to a greener environment. Many American consumers are purchasing hybrid automobiles even though they are more expensive and sometimes less fuel efficient when compared to compact conventional autos. These consumers ⠐ £ Honest telemarketers found it easier to reach customers. he U.S. Federal Trade Commission created the Do Not Call Registry to curb problems with unwanted telephone solicitations. Which of the following was NOT one of the results? ⠐ £ his lack of privacy. Recently, Jason, one of the few Americans who has not registered with the Do Not Call Registry, received a call from a marketer suggesting Jason needed additional insurance since he had just become a father and changed jobs. Jason was shocked and very concerned about ⠐ £ grab consumers attention. The many demands on consumers today have made it more difficult for marketers to ⠐ £ ⠐ £ all of these The reality that marketers face consumers who are time poor is illustrated by the fact that ⠐ £ ⠐ £ making their products available whenever and wherever consumers want them. Because Americans are working longer hours without increases in real, disposable income, and are utilizing an army of communication devices to keep up with the demands in their personal and work lives, retailers are ⠐ £ ⠐ £ the time-poor society. David travels a great deal in the course of his business. He has noticed ads in many new places, including fortune cookies, baggage claim conveyor belts, on the sides of buses, etc. Marketers would like to reach David, and are responding to concerns about ⠐ £ ⠐ £ advertising their products heavily on daytime television. Gretchen has a job that requires working late several nights a week. This puts a lot of strain on her to find time to shop and prepare meals for her family. Grocery stores recognize the importance of consumers like Gretchen and have responded in all of the following ways except ⠐ £ meet inventory needs. A recent advance in technology called RFID makes it easier for manufacturers, distributors, and retailers to track items through production, distribution, and sales. This advance helps the firm to ⠐ £ ⠐ £ age When marketers monitor the economic situation affecting their target markets, they are likely to monitor changes in all of the following EXCEPT ⠐ £ Mexican products became more expensive while U.S.-made products became comparatively less expensive. In the early 1990s, the inflation rate in Mexico was twice the rate in the United States, but the Mexican monetary authorities kept the peso/dollar exchange rate almost constant. For Mexican consumers ⠐ £ ⠐ £ more Canadian visitors. Every winter, resort managers in Myrtle Beach, South Carolina, check the exchange rate between the U.S. dollar and the Canadian dollar. In recent years, the exchange has changed from approximately $0.65 Canadian dollars per U.S. dollar, to approximately equal value of both currencies (i.e., $1 Canadian is worth about the same as $1 U.S.). These resort managers should expect ⠐ £ ⠐ £ increased choices. Laws that prohibit the formation of monopolies or alliances that would damage a competitive marketplace benefit consumers through ⠐ £ ⠐ £ generation z Which of the following groups has never lived without easy access to the Internet and other digital technologies? ⠐ £ ⠐ £ culture Which of these is a macroenvironmental factor? ⠐ £ ⠐ £ green marketing Kimberly-Clark recently introduced rolls of toilet paper without the cardboard core. What social trend does this product respond to? ⠐ £ ⠐ £ generation z The members of the __________ generational cohort tend to share preferences for TV shows and video games with their parents. ⠐ £ generation z the members of the __________ generational cohort were born into a world where the Internet and extensive digital technologies already existed. ⠐ £ creating an advertising campaign to target elementary school children. If McDonalds wanted to change its marketing strategy in response to the social trends outlined in the text, it might consider all of the following ideas EXCEPT ⠐ £ wireless payments from mobile devices. Suppose that you are the vice president of marketing for Target, the large retail store chain. You want to keep your website and in-store services current with technological advances. You would be experimenting with the next expected development in mobile technology, which is ⠐ £ ⠐ £ greenwashing Some companies have been accused of taking advantage of the current social trend of green marketing, positioning their products as environmentally friendly when this may not actually be the case. This is called ⠐ £ ⠐ £ yoga Part of the social trend toward health and wellness is a concern about the increasing degree of obesity in the United States. In addition, trend-watchers are noting the increasing popularity of ⠐ £ legislation and laws The political/regulatory environment comprises political parties, governmental organizations and ⠐ £ ⠐ £ baby boomer baby boomer gen y Which generation is also known as Millennials? ⠐ £ The first generation of latchkey children. Generation X is is known for which of the following characteristics? ⠐ £ $5,800 the poorest 10 percent of the U.S. population earned an average of _______ in 2010. ⠐ £ African American U.S. households are more affluent than previous studies suggested. Which statement about the changing diversity in the United States is TRUE? ⠐ £ privacy concerns Which social trend would lead you to purchase a protection plan against identity theft? ⠐ £ ⠐ £

3 Comma Splices and How to Repair Them

3 Comma Splices and How to Repair Them 3 Comma Splices and How to Repair Them 3 Comma Splices and How to Repair Them By Mark Nichol A comma often serves to link two independent clauses, but it does so in partnership with a conjunction (as shown in this sentence). When a pair of independent clauses butt up against each other with a comma but no conjunction, the grammatical infraction is known as a comma splice- the name refers to the writer’s effort to splice the clauses together with a comma, which is the wrong use of the tool. Which tool is the correct one? Several are available in your writer’s toolbox: The semicolon (a supercomma of sorts) is usually the best choice, but depending on the interrelationship of the clauses, you could, alternatively, employ a period (creating two distinct sentences) or even a dash (showing an abrupt break in thought). Here are three sentences containing a comma splice and their revisions. 1. â€Å"You can sense the frustration, their morale is down,† Smith said of his colleagues. â€Å"‘You can sense the frustration; their morale is down,’ Smith said of his colleagues† is the technically correct solution, but a semicolon is overly formal for a quotation. In this case, use the more casual dash: â€Å"‘You can sense the frustration- their morale is down,’ Smith said of his colleagues.† Another option is to break the statement into two sentences; but insert the attribution between them: â€Å"‘You can sense the frustration,’ Smith said of his colleagues. ‘Their morale is down.’† (Do not use a semicolon or a dash after an attribution.) 2. The devices themselves don’t use logarithms, rather they are tools to reduce multiplication and division of natural numbers to simple addition and subtraction operations. A transitional word such as rather between two independent clauses is a clear signal that a stronger punctuation mark than a comma is required, because one should follow the word, and a stronger punctuation mark should set the clauses off from each other. A semicolon will suffice: â€Å"The devices themselves don’t use logarithms; rather, they are tools to reduce multiplication and division of natural numbers to simple addition and subtraction operations.† (Rather can also begin a separate sentence, but the second clause is so closely related to the first that a semicolon seems more suitable.) 3. The frame was finished two years later- a little behind schedule, the structure was supposed to open in 1989. The inclusion of a dash in this sentence complicates it, because it introduces confusion about which phrase deserves the most emphasis. A simple solution is to demote the â€Å"Hey, look at me!† dash to a more workmanlike comma and use a semicolon to tack on the final phrase as an independent clause: â€Å"The frame was finished two years later, a little behind schedule; the structure was supposed to open in 1989.† One could use a dash in place of the semicolon, but the information that follows isn’t surprising enough to merit the attention-seeking punctuation mark. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Punctuation category, check our popular posts, or choose a related post below:50 Synonyms for â€Å"Leader†Proved vs. Proven20 Movies Based on Shakespeare Plays

Beware these Dangerous E-Z Pass Scams

Beware these Dangerous E-Z Pass Scams Want to jump on the fast lane to becoming an identity theft victim? Simple! Just fall for the dangerous and tricky E-Z Pass email phishing scam. The E-Z Pass system  automatic toll collection system  allows subscribers to avoid having to stop at crowded highway toll plazas. Once the driver has set up an E-Z Pass prepaid account, they receive a small electronic transponder that attaches to the inside of the windshield of their vehicle. When they travel thru a toll facility where E-Z Pass is accepted, an antenna at the toll plaza reads their transponder and automatically debits their account the appropriate amount for the toll. E-Z Pass is currently available in 17 states, with over 35 million E‑Z Pass devices in circulation.   According to the Federal Trade Commission, potential victims targeted by this scam get an email appearing to be from their state E-Z Pass toll road agency. The email will have a realistic E-Z Pass logo and will use pretty threatening language to informing you that you owe money for driving on a toll road without paying or using E-Z Pass. The email also contains the â€Å"hook† in the form of a link to a website where you can view your supposed invoice and take care of your supposed fine without fear of further legal action against you. The scam email is not from the real E-Z Pass Group, an association of toll agencies in 17 states that manages the popular E-Z Pass program. While the E-Z Pass system  operates in only 17  states, and your state may not even have any toll roads, you may still be targeted by the E-Z Pass scam, because  the scam emails are being sent to consumers nationwide. The Worst That Can Happen If you click on the link given in the email, the scumbags running the scam will try to put malware on your computer. And if you give the fake E-Z Pass website any of your personal information, they will almost certainly use it to steal your identity. Goodbye money, credit rating, and personal security. How to Protect Yourself from the Scam The FTC recommends that if you get the E-Z Pass email, do not click on any links in the message or try to reply to it. If you think the email may really be from E-Z Pass or if you think you might actually owe a toll road payment, contact E-Z Pass customer service to confirm that it is really from them. The E-Z Pass email is only one of a seemingly endless list of similar phishing scams, in which scammers pose as legitimate businesses in an attempt to steal consumers’ personal information. To help stay safe from these dangerous scams, the FTC advises: Never click on any links in emails unless you are certain you know or do business with the sender.Never reply to any emails that ask for personal or financial information. Even if the sender is legitimate, email is not a secure way to send such information. In fact, it is never a good idea to include things like your Social Security number or bank account information in any email message, including those you send.Always keep your computer security software current and active. How to Turn the Scammers In If you think you might have gotten a phishing scam email or be a victim of one, you can: Forward the suspect email to spamuce.gov and to the company impersonated in the email.File an official complaint with the Federal Trade Commission’s online FTC Complain Assistant. The E-Z Pass Transponder Theft Scam Another dangerous E-Z Pass scam has nothing to do with email. In this simple act of costly mayhem, thieves find cars and trucks that have been left unlocked so they do not have to break in. Once inside the vehicle, the thief simply steals the victim’s E-Z Pass device and replaces it with a non-operating fake one. In a matter of seconds, the crime that can cost the victim for months, or at least until they figure it out. In 2016, one stolen EZ Pass transponder in Pennsylvania racked up more than $11,000 in fraudulent charges before its real owner discovered the crime. As police advise, avoiding the E-Z Pass transponder theft scam is simple: Lock your car or truck.

Degree Plan Essay Example | Topics and Well Written Essays - 1250 words

Degree Plan - Essay Example With my current military experience, I have confidence in my ability to remain focused therefore allowing me to accomplish these two long-term goals Concentration I believe the concentration of courses that that I have selected constitute a well-focused, in-depth program that will grant me the ability to perform well in my desired career goal. I started my studies at Mohawk Valley Community College (MVCC), and focused on criminal justice related courses such as Ethics in Criminal Justice, Juvenile Delinquency, and Introduction to Criminal Justice. These courses were introductory level components that have prepared me for more advanced courses at Empire State College. These courses increased my knowledge within the criminal justice field, and they also fit the degree program similar to MVCC. The courses that I selected at Empire State focus primarily on social science related subjects. They include a broad range of subjects within this field which will make me a well-rounded individua l. I have focused heavily on advanced-level courses not only to meet Empire State advanced standards, but to increase my knowledge extensively within the field of criminal justice. The course that I have chosen in my degree program that focuses heavily on terrorism is Terrorism and Homeland. This study will offer me the in-depth focus on terrorism by examining the roles of law enforcement in managing terrorist events. It will also familiarize me with history, politics, and policies of terrorism. Having a subject in terrorism will benefit me if I look into a Homeland Security field as a career goal. In addition, I selected a class on deviant behavior, and it will allow me to explore socially deviant behavior of adults, and youth. General Learning and General Educational Requirements In every degree program, I believe a breadth of learning is necessary in order to become a well-educated individual, instead of being narrow-minded towards education. In my criminal justice program, I fin d it to be extremely important to have the required liberal arts classes to understand the complex nature of the world around me. Throughout life an individual is met with tasks on a daily basis that require a broad-range of learning, and having a variety of liberal arts courses can provide that. For example, when I traveled to many countries and saw ancient buildings, I was unaware of the architectural features these buildings had. I took a class called Western Architecture, and it provided me with the knowledge to understand these magnificent architectural masterpieces. Without this course I would have simply looked past the design aspects. Many of the courses that I have taken, and the ones I selected to develop my degree plan provide me the opportunity to enhance my knowledge and skills in writing, math, history, science, art, and language. During my service in the military I have gained a great deal of knowledge that correlates with some educational aspects at Empire State Coll ege. These courses include Physical Education, Military Science, Ethics, First Aid and Safety, and Principles of Leadership. All of the skills gained from these courses will enable me to become a more productive individual with my desired career choice. Not only does my military education bring breadth into

Pelvic Floor Literature review Example | Topics and Well Written Essays - 2000 words

Pelvic Floor - Literature review Example This study shall discuss the importance of pelvic floor exercises for the antenatal mother. It shall consider literature on this topic on the benefits of pelvic floor exercises. It shall also discuss possible recommendations for the use of pelvic floor exercises in the future practice. This study is being carried out in order to establish a clear and comprehensive understanding of the current subject matter. Discussion In a paper by Reilly, et.al., (2003) the authors set out to establish whether the supervised pelvic floor exercises during the prenatal period would decrease postpartum stress incontinence in primigravida mothers with bladder neck mobility. Their study was carried out as a single blind and randomized controlled trial in the prenatal clinic in a UK NHS Trust Hospital. It covered about 260 primigravida mothers seeking prenatal care in the clinic at about 20 weeks gestation with bladder neck mobility (Reilly, et.al., 2003). The study called for the respondents to attend s upervised pelvic floor exercises as assisted by a physiotherapist on a monthly basis from 20 weeks of pregnancy. The control group did not undergo any pelvic floor exercises. The study revealed that, as compared to the control group, less postpartum stress incontinence was reported by women who underwent supervised pelvic floor exercises. ... In another study Morkved and colleagues (2003) set forth that urinary incontinence is a major health issue which often decreases the quality of people’s lives. Risk factors for this condition include pregnancy and vaginal delivery. Their study set out to establish whether intensive pelvic floor muscle training during pregnancy could prevent urinary incontinence. The authors carried out their study as a single-blind randomized controlled trial at the Trondheim University Hospital with about 300 nulliparous women who were assigned to undergo either pelvic floor exercises muscle training program or no pelvic floor training at all (Morkved, et.al., 2003). The study revealed that there were fewer women in the training group who experienced urinary incontinence at 36 weeks of pregnancy and 3 months after their delivery. The study established that the intensive pelvic floor exercises assisted in preventing urinary incontinence among women during and after pregnancy. In a study by Oli veira, et.al., (2007) the authors set out to assess the impact of pelvic floor muscle training among 46 pregnant women. The authors divided the women into 2 groups, the exercise and the control group. The assessment of the pelvic floor muscle was carried out through the digital vaginal palpation via the strength scale. The study revealed that the pelvic muscle strength became stronger for women in both groups during the pregnancy period; however it proved to be stronger among women in the exercise group (Oliveira, et.al., 2007). The authors concluded that through pelvic muscle floor training, an increase in the pelvic floor muscle pressure and strength at pregnancy was made possible. This is an important development for pregnant women because stronger pelvic muscles help ease the delivery

Consequences of Nick Carraway as Narrator of F. Scott Fitzgeralds The

The Importance of Nick Carraway as Narrator of The Great Gatsby    In The Great Gatsby, Fitzgerald critiques the disillusionment of the American Dream by contrasting the corruption of those who adopt a superficial lifestyle with the honesty of Nick Carraway. As Carraway familiarizes himself with the lives of Tom and Daisy Buchanan, Jordan Baker and Jay Gatsby, he realizes the false seductiveness of the New York lifestyle and regains respect for the Midwest he left behind. "Fitzgerald needs an objective narrator to convey and prove this criticism, and uses Carraway not only as the point of view character, but also as a counter example to the immorality and dishonesty Carraway finds in New York" (Bewley 31). Fitzgerald must construct this narrator as reliable. Due to the nature of the novel, the reader would not believe the story if it were told from the perspective of any other character. Fitzgerald cannot expect the reader to believe what the immoral and careless characters have to say, and he spends so much time establishing them as such. Thus, Car raway is deemed narrator and the reader trusts him. As the practical character in the novel, Carraway is not rash; he is not swayed by the greed and alcohol as some other members of East and West Egg society are. He proclaims, "I have been drunk just twice in my life" (Fitzgerald 33). Fitzgerald constructs Carraway as a follower, not a man of action. He observes Gatsby's parties, never fully experiencing them. He observes the moment before the kiss between the starlet and her director, although Fitzgerald never details the physicality of his relationship with Baker. He observes the affair between Tom Buchanan and Myrtle Wilson, but he never confronts Tom Buchanan, nor does he e... ...y to tell the story, but also to critique the mass disillusionment with the American Dream. Carraway's honesty makes him ideal to represent all that the Buchanans lack and legitimizes his admiration of Gatsby. No reader would consider the full impact of Fitzgerald's themes had less attention been given to the creation and execution of the character of Carraway. Works Cited and Consulted: Bewley, Marius. "Scott Fizgerald's Criticism of America." Bloomington: Indiana UP, 1983. Fitzgerald, F. Scott. The Great Gatsby. New York: Macmillan Publishing Company, 1992. Hobsbawm, Eric. The Age of Extremes. New York: Pantheon, 1994. Raleigh, John Henry. "F. Scott Fitzgerald's The Great Gatsby." Trilling 99-103. Trilling, Lionel. "F. Scott Fitzgerald." Critical Essays on Scott Fitzgerald's "Great Gatsby." Ed. Scott Donaldson. Boston: Hall, 1984. 13-20.

Full Text Search in Ruby

Full text search is a technique for searching a document or database stored in the computer. A full text search engine examines all the words, in every stored document, to find a match of the keyword searched by the user. Many web sites and application programs provide full-text search capabilities. There are quite a few choices when it comes to adding a full text search in a Ruby on Rails application. A choice can be made on the basis of the language the search engine is written in or the scalability options suited for the application.Acts As Indexed being a pure Ruby implementation makes for a tool that is totally portable, and suitable for almost any application requiring full text search capabilities. Search queries support many standard boolean operators, namely exclusion of a term through the use of ’-’ and the matching of phrases through the use of quotation marks. It is useful in case of a simple site and need to implement a basic search very quickly. Ferret is a full text search engine library written for ruby implemented in a rails application by the Acts As Ferret plugin.It is inspired by the Apache Lucene Java project. The first step to implementing a search is to get an index built and then the index is searched for the documents having the keyword. One of the more useful features especially in a web scenario is highlighting the matched words. This is made trivial by Index’s highlight method. It’s also possible to use Ferret as a more general purpose data store Xapian is written in C++ with bindings to allow use from Perl, Python, PHP, Java, Tcl, C# and Ruby.An important feature of Xapian is the Ranked probabilistic search – important words get more weight than unimportant words so more relevant results appear at the top. It also supports Synonyms as an automatic form of query expansion and can even suggest spelling corrections for user supplied queries. Full range of structured boolean search operators (â€Å"st ock NOT market†, etc). Sphinx, written in C++, is the most logical successor to Ultrasphinx, since both utilize Sphinx as the search server.Sphinx works by reading information out of the database to build the search index. Communication with the Sphinx server occurs by sharing C â€Å"objects† over sockets. A variety of text processing features enable fine-tuning Sphinx for application requirements, and a number of relevance functions ensures you can tweak search quality as well. Sunspot is a Ruby library for expressive, powerful interaction with the Solr search engine. Sunspot uses Solr, a Java search server built on the Lucene search library.It provides robust, flexible full-text search with no boolean queries and no string programming. Solr servers can be clustered and since they manage the index, Sunspot can automatically update the indexes when the model objects change. There’s no need to run a cron job to reindex the data or setup delta indexing like with S phinx. Thus we see that Full text search has come a long way since the early days of Ferret. The incompatibility of Ultrasphinx, once the most preferred, with Rails 3. resulted in the emergence of Sphinx and Sunspot as favourites. Solr is a compelling alternative to Sphinx, since the most scalable Web apps (Facebook, Twitter) use Java behind the UI layer. Xapian can be considered as the best option whenever ranked probabilistic search is required. Acts_As_Indexed, written entirely in Ruby, works out great and is very easy to implement with automatic indexing. (ie No cron jobs needed to keep the index up to date).