Customer Delight In Banking Sector Marketing Essay

Customer Delight In Banking Sector Marketing Essay One important question which arises in every single managers mind is how he/she can leave an ever lasting mark in the mind of a customer, to make sure he/she comes back and remains loyal to ones organization. Now as services uniqueness life has shortened, every single Bank is providing the same services like its competitor. The only solution for the said question is to delight the customers, which competitors and said banks have failed to do so. Achieving the customer delight and experience requires the organization to realize that it is dynamic and merely represents moving targets or ambitions. However, there is no flat target to accomplish customer delight. This is the age of customer delight where customers receive more than they deserved or have ever imagined. Customer delight in banking sector was never researched till now, as we have found out how the account holder of banks can be delighted not just by their services but by reaching beyond the expectations of the customers. Our research started with exploratory investigation to indentify the elements, which create delight in the mind of customers, which enable us to create a customer delight model with eight variables. They become the fundamentals of a customer delight model. Delight model was tested on Bank account holders, which provided us the successful validation of our research. Customer delight model in Banking provides fundamental elements for creating customer delight for the Bank account holders as Management can focus on eight variables for making sure the customers remain Loyal and remain profitable for the organization. Keywords: Customer Delight, Beyond Customer satisfaction, Delight is banking Table of Contents Table of Contents 3 INTRODUCTION 4 Literature Review 6 Research Methods 16 Qualitative Development of Delight measure 16 Exploratory Investigation 16 Focused Interviews 16 Insights from Exploratory Investigation 17 Insight from Focus Interviews 17 Establishing of Customer Delight Model 18 Customer Delight Model 19 Quantitative Testing of Delight measures 21 Empirical Study 21 Data Collection: 21 Respondents profile 21 24 Data Analysis 24 CONCLUSION AND FUTURE RESEARCH 28 References 29 INTRODUCTION The authors investigated the concept and factors which influence delighting the customers in banking. Exploratory research investigated the factors and elements, which will create customer delight, researched based on focused group interviews, which lead to establishing a customer delight model and later on tested on 300 respondents. This recognized a concrete successful validation of the customer delight model. For establishing a delight model, Customer delight researched based on eight variables, which were investigated by asking open ended questions from various customers, which brought them to the state where they have felt over excited from service or in other words felt delighted from Bank services. Once all the data was gathered then every answer was categorized into Specific categories, which brought us the eight variables. These brought the customer delight in the mind of customer from bank services. Can bank delight its customers with its services? Seems like a simple question but in fact is a hard one to answer as every single bank is providing the same service and life cycle of creating competitive edge which has shortened a mile! Currently banks are concentrating on satisfying the customer from their services but in todays fast moving world, customers cant only be satisfied in just 1 single way in order to remain royal to the bank as all the banks are providing the homogenous services. Even if a single bank comes with unique service then its competitive advantage life time shortens as all follow suit. If the customers cannot remain loyal by being permanently satisfied then how can they become (removed word) permanently loyal to their bank? The solution to that is to delight the customers from their services, now how banks can delight the customer? This, the banks are still unable to discover, this is what actually our research is all about. Eight variables filtered by our initial exploratory research, create the customer delight in the mind of bank account holders from their banks. We emphasize that if these 8 variables are implemented in banking system for their customer; it will create delight and will create an ever lasting effect on the customer, instead of all of the banks providing same services which can not create a room for halting the change loyalty from one bank to another. Customer satisfaction the individuals perception of the performance of the product or service in relation to his or her expectations (Schiffman and kanuk, 2004) era has end and now customer delight profoundly positive emotional situation generally resulting from having ones expectations go beyond to a surprising degree. (Oliver, Rust, and Varki 1997) has started implementing on customers retention. Customer delight is the ever long-lasting answer to success. Customer cannot be delighted if until or unless he/she is not satisfied from the presented services, the factors or eliminates of delightness comes after the fulfilling of satisfying consumer needs. The delighted customer is more valuable for the company as it will help the organization to compete with its competitors. The age of customer delight has started where a customers satisfaction is no longer considered as Bank success or the service provided by it. Competitive edge is no longer applicable because almost every bank is providing the same services in term of quality as well as in quantity. The difference which makes between the banks success is how they fulfill their customer required services at the time when they required the most. Customer delight creates the ever lasting edge for the bank in Red Ocean of banking sector. Now the question arises on how to delight the customer when every bank is providing the same services which cannot be distinguished from each other. This question has a unique set of characteristics because it contains the customer delight process which has never been researched until now. Delighting a customer is not just a simple question to answer because customer delight is not just for overall customers; its for every individual customer of the bank. Literature Review Delighting the customer is very debatable topic as critics has suggested that if once raised the customer expectation bar, later it becomes impossible to give same level of experience to that customer, which in long run will also hurt the companys reputation as explained by Oliver and Rust 2000. Customer delight is a rising concept in marketing and little work has yet been done on it. As such, no consensus is reached about delight but it is generally posited as customer response to unexpectedly good performance from a service firm (Keiningham and Vavra 2001; Kumar 1996). Customer satisfaction is extensively recognized as a key authority in the formation of customers future purchase intent (Taylor Baker, 1994). According to Patterson (1997) customer delight involves going beyond satisfaction to delivering what can be best described as a pleasurable experience for the client. Michael Arthur Johnson explained on his customer delight website that When some one create WOW then you have place a very special peg in the recollection of the customer that is easy to recollect. It creates the opportunity of the customer telling the story regarding their WOW incident to many friends, acquaintances and strangers. It creates the free publicity that you cant place a temporary value to. Customer delight creates a cycle of coming back again and again for the customer. It creates the word of mouth publicity to draw new customers without spending any extra money on advertisement. It brings the firm at the top of the list among the competitors with a unique place in the mind of customers and differentiates one firm from the rest. It permits you to sell your products or services for additional money than the competition. It allows you to make extra return on your investment. Delighted customers are those where you foresee their needs; present solutions to them before they request and where you monitor to see if new or supplementary expectations are mandatory to be deployed. Whats wrong with just providing the customer service to customers when they require as explained by Michael Arthur Johnson. Michael Arthur Johnson says the difference between success and failure is only customer delight. Traditionally delight has been thought of a blend of joy and surprise (Kumar, A., Olshavsky, R.W. and King, M.F. (2001). However a recent study suggests that customer can be delighted without being surprised (Kumar et al., 2001). Although joy remains an important element of delight, the study suggests that a greater number of people are exhilarated, thrilled and to a lesser extent exuberant (Kumar et al., 2001). Satisfied customers are not necessarily leave with a firm; they are purely at ease. Delighted customers on the other hand have greater admiration for the firm and its services. Paul (2000) states: Unfortunately, people dont talk about adequate service. Instead, they tell anyone who will listen about really bad or really delightful services. Paul says that delight generate more positive word -of- Mouth for the company. Being only satisfied with a firms product or services does not necessarily mean that customer will prefer the company or rejects it but its just simple expression of acceptance. Delighting customers is about providing a product and services that are outstanding and stimulates customers preference towards a firm or its services. Companies are also realizing that loosing a customer means loosing more than a single sale: it means loosing the entire flow of purchases by the customer made over a lifetime of purchase. It has also been anticipated that as the level of satisfaction increases, so does customer become loyal to the firms product and services (Kotler and Amstrong 2001). Kumar et al., 2001 explain that these studies found that customers who where extremely satisfied were more loyal than customers who says they where satisfied. From many years customer satisfaction is used for the indicator of organization health and success. In recent times it has been argued that in order to succeed in red Blue Ocean of competitive environment it become a necessity to do more than just satisfy the customer but now organizations have to delight the customer for staying alive in the competition.. Delighting customers is a splendid ideal, but what kind of impact does it have on the company? Does customer delight lead to increased success and good monetary health of the firm? According to Rust and Oliver (2000) Research reviewed here strongly suggests that delight cannot be accomplish without surprisingly positive levels of performance, which as noted previously, require additional effort on the part of the firm or its agents. As Rust and Oliver (2000) explain that delighting the customer for organization can be harmful as the expectation of the customer extends and the customer does not get the level of services he is expecting from the organization. In the end the customer become dissatisfied from the organization. Satisfied customers will also tell others about their favorable experiences and therefore connect in positive word of mouth advertising (Richens, 1983; File Prince, 1992). Customers, who are dissatisfied, are most likely to switch brands and become active in the negative word of mouth advertisement of the brand. Furthermore, behaviors such as replicate purchase and word-of-mouth straight influence the feasibility and profitability of a firm (Dabholkar, P.A., Thorpe, D.I. and Rentz, J.O, 1996), A study was conducted by the Levesque and McDougall (1996) confirms and resistant the idea that unsatisfactory customer service results in a drop of customer satisfaction and hesitation to recommend the services to others. This would lead to large number of customer switching rate of customer to another brand as well as the negative word of mouth. A well known academic article on customer delight is by Oliver, Rust and Varki (1997). The authors give delight both hypothetical and an applied perspective, Delight appears as resulting from a Blend of pleasure and arousal. In their article they have presented a model and a test which has both delight sequence and a satisfaction sequence which leads to intentions of the customers. Model was tested using two consumption experiences a recreational wildlife theme park and a symphony concert. In the test the direct and indirect effects on both consumption experiences and on intentions of delight were not constant to its experiences. His indicates the probable effect of the moderating variables on the impact of delight on behavioral intentions. The model tested in Oliver, Rust and Varki is essentially a conceptual psychological model of the process of delight that can occur within consumption experiences of the customers. From the model of Oliver, Rust and Varki (1997) provide the evidence that delight has three direct antecedents such as Surprising consumption, Arousal or Heightened activation and Positive affect, all these three leads to customer delight. Model develops new insight concerning that produce delight when situation triggers surprise in a content of positive effect and arousal. The conservative wisdom is that if you have satisfied customers then you will have loyal customers. It sounds right, but actually its wrong said by Dr. John T. Self. Not only satisfaction of customer can create loyalty but its more than just satisfying the customers. As further he explains that in his opinion loyalty frequently develops when customers get concerned with the company over the ordinary transaction. Means that all the companies are providing the homogenous services and now customers require other than normal services provided by the company. Hence, customers looking beyond expects more from the services so that they can feel delight and be over whelmed. Berman, B. (2005), suggested that organization have to do more than what the customer expects from them and delighting the customer rather than just satisfying them. Berman differentiate customer delight and satisfaction. As satisfaction relate to the meeting the expectation of the customers or exceeding their expectations as customer delight on the other hand customers receive a positive surprise or delight that is afar their expectations. While comparing the satisfaction, customer delight is more toward the customer positive and emotional response against the service. In customer delight the emotional response as compare to the satisfaction has less memory for customer as compare to the delight. Delight a phenomenon that represents the highest level of satisfaction, leading to a stronger intent to repurchase (Jones and Sasser 1995).Customer delight has never happened without high performance and such performance brings not only benefits to customers but also makes them excited (Kwong and Yau 2002). To delight customers, it necessitates a superior and endless effort from firms to deliver extraordinarily high-quality services. This effort has to be recognized and cherished by customers. The major reason to chase delighted customers is the belief that they are more profitable to serve because they are more loyal, that is to say, they tend to have a stronger intent to repurchase. In general, they are apostles who give unfailing support to the firm (Oliver H. M. Yau and Kenneth K. Kwong 2007). Behaviourally, delighted customers tend to view the firm positively and prefer to buy from it (Keiningham et al. 1999; Schneider and Bowen 1999).Rust et al has stated financially, this preference translates to a profit and represents a stream of future income to the focal firm (Rust et al. 1994). In sum, these positive propositions imply that customer delight is a valuable business goal to pursuit (Rust and Oliver 2000). Customer service is what organization do for the customers but customer delight is what the customer has experience when he has been indulgence with way he wanted to. Customer delight does not come from giving additional services but comes from the quality of services make available to customer at the time he or she required most. Opportunities to delight customers also lay in service provider capability to go above and beyond in service delivery. Long-term relationships with customers offer the opportunity, through personalized service, to go beyond the customers expectations and delight them (Zeithaml and Bitner, 2003), Delight is more likely to occur in state where customers are vastly involved, where service quality is uneven, and where overwhelmingly exceptional performance is unexpected (Oliver et al., 1997). According to Peter, P.J. and Olson, J.C. (1996) Pre-purchase prospect are beliefs about predictable performance of the product; disconfirmation transfer to the variation between pre-purchase prospect and post purchase perception. Customer satisfaction is usually illustrate as the full meeting of ones expectations (Oliver,1980).but Delight is a positive consequence of exceeding the customers expectations (Keiningham and Vavra, 2001),Customer delight create the difference between the only satisfied customer and overwhelmed customer who are more loyal to organization Jack Mitchells latest book Hug Your Customers (2003) provides many instances that illustrate the long-term financial benefits that derive from construction those emotional bonds with customers. He suggests that competitive advantage is built in the course of providing both physical and psychological hugs to customers, eventually delighting them with consistent, zealous and committed customer service. Delighted customers are more likely to inform others that they are delighted, which in turn may draw other consumers to do business with that organization. The delighted customers might also be more likely to increase their own spending with the delighting organization, and exhibit increased customer faithfulness (Keiningham and Vavra, 2001). The possibility of delighted customers to repeat a purchase is known to be about six times more than satisfied customers (Reichheld and Sasser 1990). It represents the highest level of satisfaction, leading to a stronger intent to repurchase (Jones and Sasser 1995). Customer delight is never happened without high performance and such performance brings not only benefits to customers but also makes them excited (Kwong and Yau 2002).This effort has to be acknowledged and appreciated by customers. Customer delight is, therefore, defined as an emotional response creating a much pleasured state concerning a firms soaring performance in service delivery, which is then highly praised (Kwong 2006).Behaviorally, delighted customers tend to view the firm positively and prefer to buy from it (Keiningham et al. 1999; Schneider and Bowen 1999). Financially, this preference translates to a profit and represents a stream of future income to the focal firm (Rust et al. 1994). Long-term relationships with customers present the opportunity, through personalized service, to go beyond the customers expectations and delight them (Zeithaml and Bitner, 2003).Therefore, despite the fact that delighting the customer can be a profitable business practice (Rust and Oliver, 2000), Delight is going beyond simply satisfying the customer to delivering a higher level of satisfaction through exceeded expectations (Oliver et al., 1997). This concept of a higher-level of satisfaction is seen by many practitioners as the way to provide a distinct advantage to the company that does it first and does it well consistently (Chandler, C.H. 1989, p. 30, quoted in Oliver et al., 1997). Delighted customers are more likely to tell others that they are delighted, which in turn may attract other consumers to do business with that organization. The delighted customers may also be more likely to boost their own spending with the delighting organization, and exhibit increased customer loyalty (Keiningham and Vavra, 2001). Prof. Kano, the Kano Model categorizes customer needs into three types of feature. Customers are asked a series of questions that identify the importance of their needs and the following typology of features can be arrived at durability of a car might be considered Basic qualities. They do not satisfy when present, but do dissatisfy when absent. (Elmar Sauerwein, Franz Bailom, Kurt Matzler, Hans H. Hinterhuber 1996) Oliver, Rust and Varki (1997) squabble that delight is a combination of pleasure and arousal (whereas satisfaction is a mixture of pleasure and disconfirmation), and show that both satisfaction and delight can manipulate repatronage intentions. According to Berry, L.L., Parasuraman, A. Zeithaml, V.A. (1988) service quality has become a great competitor and the most powerful competitive weapon which many leading service organizations possess. Service business success has been associated with the ability to deliver superior service (Gale, 1990; Rudie Wansley, 1984). Leading service organizations strive to maintain a superior quality of service in an effort to gain customer loyalty (Zeithaml Bitner, 1996).Evaluating the impact of service quality through customer retention will help companies to gauge the financial impact of service quality (Zeithaml et al., 1996). Customer satisfaction no longer constitutes the convincing focus for success; it has been replaced by customer delight (Brown, W.S., Bowen, D.E. Swartz, T.A. 1992). In todays competitive environment, customers expectations and technological innovation demand that service leaders distinguish them selves from the competition by truly delighting the customer (Kandampully, 1997). Customers perception of exceptional service is often associated with the personal interaction of the employees (Kandampully, 1993). Services management literature has repeatedly emphasized the significance of the human element in the delivery of higher service (Crosby Stephens, 1987; Gronroos, 1990b; Parasuraman et al., 1985; Solomon, m.r., Surprenant, c., Czepiel, j.a. Gutman,(1985)). We now live in a service economy where relationships are becoming more important than physical products (Albrecht Zemke, 1985a), in terms of both our business and our personal lives. Business is nothing but relationship (McCormick, M. 1988) and, within service industries, this relationship is an interactive process (Booms Bitner, 1981). The challenge for todays organizations is not merely to reach the top, but to stay there. If that is an organizations aim, its primary focus should be not just to attract customers, but to gain their loyalty and, thus, their patronage, not merely for the current, but also for the long term. This loyalty, however, is the end result of an on-going, long-term relationship. Such relationships are founded on an organizations ability to maintain and extend its relationships with customers (Gummesson, 1994). According to Levitt (1983), buyer ± seller interaction is similar to a marriage; the quality and duration, however, depends predominantly which the organization manages the relationship. Customer supplier relationships are central to exceeding customer expectations (Parasuraman et al., 1991c). Thus, it is apparent that customers cannot `try out services; they purchase a service prior to experiencing it and must trust it to deliver the perceived service promise (Berry Parasuraman, 1992). According to Kanos theory of attractive quality (2001), success cannot be gained only by listening to what customers say. What needs to be gained is a deeper under-standing of the customers latent needs. He has described the factors that influence customer purchase decisions as a model with three main factors: basic (must-be), performance (more is better or one-dimensional) and delight (excitement or attractive). Additional factors are indifferent and reverse, but these add relatively little to this context. The basic factor must be met; otherwise the customer will react with disappointment or disgust. If all basic factors are met, the customer reaction is neutral. Research generally supports the claim that word of mouth is more influential on behavior than other marketer-controlled sources. Indeed, it has been observed that WOM can be more influential than neutral print sources such as which and Consumer Reports (Herr, P.M., Kardes, F.R. and Kim, J. (1991). Arndt, J. (1967) was one of the earliest researchers into the influence of WOM on consumer behavior. He characterized WOM as verbal, person-to-person communication between a receiver and a communicator whom the receiver perceives as non-commercial, concerning a brand, product or service. Customer delight can be defined as an emotion, characterized by high levels of joy and surprise, felt by a customer towards a company or its offering (product/ service) (Kumar 1996). Thus, customer delight is defined as a rather positive emotional state towards the purchase/consumption experience, generally derived from the surprisingly positive disconfirmation level of perceived performance (Oliver et al. 1997; Rust and Oliver 2000). Delight would be characterized as an emotion made up of cognitive and affective aspects, including here surprise (Kumar 1996). In this sense, Izard, Carroll E. (1977), clarifies that even the cognitive concepts inherent in satisfaction and, consequently, in customer delight such as need and desire -, and its comparative standards are considered affective by nature or, at least, as having an affective component. The differentiation basically occurs at an arousal level of the positive emotional response: at a low level there lies satisfaction; at a high level, delight (Oliver and Westbrook 1993). As Plutchiks, Robert (1980) research and the circumflex model of emotions appears to be one of the earliest and most common source for labeling delight as a mixture of joy and surprise, we review the work of which led Plutchik to conclude that delight was comprised of joy and surprise.Plutchik carried out two studies to determine what emotions resulted from the different combination of pairs of basic emotions. Basic emotions were supposed to be emotions that were instinctual and universal among all the human begins (or even among all mammals) and Plutchik had eight emotions which were considered basic and made up one layer of his circumflex model of emotion. Research Methods Qualitative Development of Delight measure Exploratory Investigation Till now the literature for customer satisfaction has only been studied and proved but the customer delight has never been researched upon. For sound conceptual background and for investigation of customer delight in the banking sector, qualitative study was undertaken to investigate the delight concept especially in the minds of their customers. Almost all the banks are providing homogenous services; our main emphasis is on the customer reaction towards the services provided and the experience they faced when they felt excited and delighted from their banks. Focus interviews with the customers was the main part of our research. This provided us with the exact moment or situation, which created customer delight in the mind of a customer. Creating the base for our focused interviews, we distributed an open ended questionnaire, in which the customers were asked to write down the situation where they felt excited or delighted by the service which their respective bank has provided to them when they really required it. We received many situations described by the customer, where they received the service which made them delighted or when they felt excited. Every single response was carefully studied and put under a category, where situations were the same. Focused Interviews Focused interviews consisted of respondents from all walks of life including Housewives, Businessman, Employees, and students. Every focused interview was based on the category which responded a particular response in the questionnaires. Discussions regarding their response to the questionnaire provided the opportunity for the respondent to explain in detailregarding their moment(removed letter) of getting excited or delighted from their banks service. Discussions were based to bring the respondent to the exact reason or moment on why the customer felt delighted. Every respondent was provided the opportunity to elaborate their experience to reach the moment or reason of delight that they felt from the service. Insights from Exploratory Investigation From the exploratory investigation a remarkably completely different pattern of customer delight came out, which was totally different from the nominal services provided by the banks to the customers. Account holders were satisfied from the service provided by the bank as almost all the banks are providing the same type and quality of services but what made the customers delighted, were the occasion when they were offered or received an out the way service from their bank ,which they never expected or ever received before. All the delights of the customers were situations and occasions based on what they had experienced in their daily routine. Outcomes were categorized into the related fields as to what made a customer feel delight from the service. Insight from Focus Interviews Interviews were summarized in categories of the situation or the time when a customer felt delighted from the banks service. Outcomes were surprising as the customers felt delighted not from the homogeneous services provided by the banks but from the acts which customer had received from the banks other than their normal routine practice. Account holders explained in detail regarding the situations that they have felt from their bank, which caused delight. Customers replies were investigated to reach the exact moment in the time in which they received a delightful service from their bank. As the respondents were from different walks of life so their perception toward delight were also different. If the respondent was already getting same service from his bank then there was no reason to be delighted from the instrument we have purposed. Reactions were very important of customer toward the situation they were asked about, as delight is all about the over whelming experience for the customer. Every focused interview session were categories under eight variables, which become the fundamental elements of the customer delight model. Respondent reached the concession that eight variables, which were the outcome from the exploratory studies were eliminates, made them delight from the service. Establishing of Customer Delight Model After completing the focused interviews and gathering the data of the interviews, we came to an understanding on how to establish the customer delight model as per the outcome of the respective customers interview. Model, which consists of eight variables, was sub defined as per the perception of the respondents. Among these eight variables, six of them had clear understanding in the minds of the customers that it is the factor or eleme

jumpman23- the appeal of advertising Essay example -- essays research

Jumpman23   Ã‚  Ã‚  Ã‚  Ã‚  Michael Jordan has star power that bridges age, race, and socioeconomic class. Nike understands this aspect of the popular superstar and decided to give him his own clothing line named Jumpman23. It is the most popular form of sports apparel available and the white logo that adorns each article of apparel is known worldwide. Michael Jordan is arguably the most loved and respected athlete of this generation, thus the ad for this company depicted in ESPN The Magazine takes advantage of his immense popularity. In an attempt to expand the companies influence Jumpman23 uses professional baseball player Derrick Jeter to send its message and promote its apparel. In the essay â€Å"Absolution for Sale,† Charity Miller writes, â€Å"We live in a world of images. Among the most persuasive and insistent of these images are those directed at us by advertising. These images often do more then simply try to persuade us to buy a particular product or use a particular ser vice. More subtly, they influence us by appealing to our desires or exploiting our emotions.† The image of Jeter training alone in a gym clothed head to toe in Michael Jordan’s clothing line combine with a poem above describing his intentions. This scene portrays the hard work and dedication that will eventually lead to success as things an athlete of any level should expect while wearing the clothing. Michael Jordan takes advantage of his legend on the basketball court and his appeal worldwide to create a line of apparel that demands the same work ethic from those who wear it. Its success is in Jumpman23’s ability to interest buyers no matter what age, race, or sport.   Ã‚  Ã‚  Ã‚  Ã‚  The advertisement gives the impression that success does not come easily. To reach a goal there is a lot of hard work that goes into the process. This is how Jeter is portrayed in the picture. He is alone, in a dark gym surrounded by mirrors training with a thirty-five pound weight. He stares at his reflection in the mirror, deep in concentration, and highly motivated. The â€Å"light at the end of the tunnel† whether it be a world championship or simply a playground victory takes time, effort, and dedication and he is in the course of working towards that goal. Part of why the ad does not show him on the field, or celebrating a victory is because it wants to capture the countless hours... ...er Jason Taylor â€Å"Team Jordan is something I wanted to do my whole career. Michael exemplifies everything that I think an athlete should be. The desire the competitiveness, everything about the man says winner and that’s what I’m about.† The hard work and desire Jordan put forth in order to achieve his dreams is well documented, and he has used this as the main focus in advertising his clothing line. By using other sports superstars who have achieved great things, he has been able to capture the attention of the sporting world. Once you put on the shoes and the clothing, you will begin to expect great things out of yourself. These goals come only after dedication and effort. Showing the work ethic of other great athletes and the thoughts that motivate them, Jumpan23 has successfully captured the idea of its clothing line. One has to look no further than the miniature symbol of a man flying through the air in order to imagine the possibilities and see what makes this advertisement so appealing. Works Cited Miller, Charity. â€Å"Absolution for Sale†. Criteria 2004. Taylor, Jason. Athlete Bio. 1 March 2005  Ã‚  Ã‚  Ã‚  Ã‚  http://www.nike.com/jumpman23/team_jordan/team.jsp.

The Women’s Struggle for Equal Rights

The women†s struggle for equal rights has existed throughout American history. For thousands of years women had been denied of their rights and always been thought of as having a second-class role in society. Women were powerless and considered the property of men. Women were only expected to fulfill certain roles in life. They have been given the role of being the weak, submissive, and a house-wife that was meant to stay home and care for the children. She was not expected to work outside the home. The women of the mid 1800†³s realized that it was time for a change and so began the women†s right movement. It was the mid 1800†³s and the women started to take a step. Women began fighting for equal opportunities just as men. On July 1848, three hundred people came together at Seneca Falls, New York, to discuss and resolve the inequities that had place women as second-class. At this meeting, Elizabeth Cady Stanton, one of the women who organized the convention and was also known as â€Å"Mother of the Suffrage Movement,† presented a speech. She listed the areas in which women should have equality, and surprised everyone by including the right to vote. She had used a piece from the Declaration of Independence as her model â€Å"We hold these truths to be self-evident: that all men and women are created equal.† This meeting was the start of a fight that would drag on for years. Women thought that the first step to gaining equality was being able to vote. The fight for the right to vote began in 1840. This was not an easy goal to accomplish. Along with other rights they wanted, they had to fight their way through state legislatures and congressional obstacles. Men argued that women were too sensitive and emotional and therefore would not be able to reach fair political decisions. Almost a century later, August 1920, the women†s right to vote was finally passed. It was the Nineteenth Amendment, â€Å"The right of the United States to vote shall not be denied or abridged by the United States or by any State on account of sex.† In the 1980 presidential election, for the first time women outnumbered the male voters. The gaining of the women†s right to vote gave women hope that someday men and women would be created equal. Although the women were allowed to vote, it little improved the way society portrayed women. Women still faced difficulties in experiencing equal rights. But the fact is, the women†s rights movement has made some steps into eliminating inequality. Women were denied of higher education. The highest education a woman was allowed to complete was the primarily level. Due to this lack of higher education women were to only be illegible for jobs such as secretaries and teachers. Women had a hard time finding higher professional jobs because they lacked the proper education. Parents raised their daughters towards being a house-wife, so that a higher education would be pointless. This has been somewhat of an improvement. Before their education was limited to only domestic skills. This act was very effective in schools. It was not until 1974, when Congress passed the Equal Educational Opportunities Act, which stated that no one will be denied of education due to gender, race, color, or nationality. It was able to change the way some courses only to particular sexes, in other words, putting an end to stereotyping. For example, if a girl chooses to take an auto shop course and a boy wanted to take a home economics course, they would have every right to do so. The opportunity for higher education for women gave them the chance to enter the work force. A woman could be anything whom she wants to be. All women are capable of being a housewife and caring for the children at the same time having a job. During the 1950†³s, the largest increase in work force participation was among married women compared to 1920, the typical working woman was single. Studies have found that women that are employed play a higher role in her marriage as she normally would have being unemployed. Women that were employed full-time had higher roles in marriage than a woman being part-time employed. From 1955 to 1990 the percentage of employed women has increased twelve percent. Though women were able to find jobs they still face difficulties concerning that area. Women†s work advancement was still limited compared to men. If a man and woman happen to have the same job the man was always paid more. World War I helped create new job opportunities for women, and many began to replace jobs that were once held by men. Although the women in the work force have increased, they face another problem in the work force. Discrimination. February 6, 1977, discrimination complaints in the work force have risen to 130,000. Men often humored the working women. They did not think that women were â€Å"cut out† to handle the job as well as men do. Over the years discrimination has lessen, but it still does exist. The women†s rights movement was a very historical event that dramatically changed the government. During the 18th and 19th centuries, women were outnumbered not by population, but instead by the power of men. The growing number of participants of the movement and the continuation through time eventually advanced women†s rights on both the state level and federal level. Women also proposed many Amendments into the Constitution. Eventually with changes of women in society, women began to become involved in the government. Women were being elected to serve in government offices. It seems that the early Americans preferred their women as non-professional and non-intellectual, but as homemakers. Women were expected to follow an expected role, but eventually decided to change that. The women†s right movement was created in order to gain their equality. When this movement arose, the women were being accused of being selfish for wanting the same opportunities of men. Over the years the rights movement has slowly been a success. Slowly, women†s roles in society have advanced. Society now accepts the rights of women and give them more opportunities to play a better role in society. Women of today hold positons that were once only for men. For example, in the past only men were to serve in high offices, but now so are women. Although women have achieve alot of the goals in the movement, some feel that â€Å"Women can not be equal outside of the home until men are equal inside the home.†

Beyond The Bounds Of Earth - 1487 Words

Beyond the Bounds of Earth Dante breathes life to the cosmos by taking his readers on a journey through the many layers of the heavens in Paradiso. The passage selected introduces Dante’s journey to the Empyrean, which allows readers to analyze their own thoughts concerning outer space. Dante’s heaven is characterized by vitality and harmony, which serves to provide readers with peace upon every glance at the sky. Dante’s heaven reminds people of their small place in a large universe as well as of their free will in order to live a life focused on God. The poetry begins by proclaiming God’s glory and Dante calls to Apollo for guidance as he is about to embark upon his journey to the heavens. Dante even recognizes that it is the perfect†¦show more content†¦In the beginning of the passage, Beatrice looks into Dante’s soul and discovers that he is in a troubled state of mind (P. I.85-86). She expresses that â€Å"[he] is making [his] mind dull with false imagining-[he] doesn’t perceive what [he] would see, if [he] could shake it off† (P. I.88-90). Dante is very confused and does not understand that he is no longer on earth. Beatrice wants Dante to realize that he will not be able to reach his full mental potential if he does not look to the Heavens and embrace reality. This can be applied to the readers’ lives as well, because if they solely focus on the â€Å"false imaginings† then they will inflate their own importance. Dante uses this dialogue to expose his own mortality as he ass umes that he is still on the earth; furthermore, he is amazed that he could rise to the heavens as a mortal (P. I.97-98). He also uses this form of the Ptolemaic Universe to express the same idea that humans need to escape the smallness of the world and look to the Heavens (Dante’s Ten Heavens 13). C.S. Lewis agrees with this mentality by asserting that a result of the medieval universe is to â€Å"make the smallness of Earth more vividly felt† (Lewis 99). In saying that medieval people are more aware of their place in the universe, one will realize that Dante purposely trekked his journey through the different spheres of the known universe in order to make the reality of heaven appear tangible. InShow MoreRelatedMen And Women : The Greatest Achievement Than Any Man Or Woman?963 Words   |  4 Pagesclaimed to have seen a variety of visions through her near death experience. It would seem that many people believed that they have had a better connection with God by experiencing high levels of pain. Some of her visions involved, the creation of Earth, Adam and Eve, and an angel. Hidegard’s ability to have visions related to God, has been considered unreliable because there was no way of her proving that she was able to see the things she saw. 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