Betrayal in Hamlet Essay

How does betrayal or treachery help in developing the main character? What it reveals about the characters? Use a theme. How betrayal was a theme and how if affected the main character? William Shakespeare, one of the most influential writers in history, was renowned for masterfully elaborating themes of real life into his pieces of literature. In fact, his plays were able to transcend time, influencing the course of western literature because of their universal thematic. In one of Shakespeare’s most acclaimed plays, Hamlet, the author dissects the common theme of betrayal. Although the play carries the name of its main protagonist, all characters play crucial roles in the development of the many layers of meaning of the intricate plot and the character of Hamlet himself. Four characters in particular play important roles in developing a predominant theme in Hamlet. From the beginning of the play to the end, Hamlet experiences a development of character through the betrayals of Gertrude, Ophelia, Rosencrantz and Gildernstern. When the play opens, Hamlet’s relationship with his mother was very close. Nonetheless, after his mother married his uncle only two months after his father’s death, Hamlet suspected that she was involved in the plot to murder his father. Consequently, Hamlet’s feeling and trust in his mother were greatly diminished. These incestuous actions by Hamlet’s mother, the most important woman in his life, added the distrust of women to Hamlet’s feelings. He mocked his mother, the â€Å"seeming virtuous queen†, with phrases like â€Å"frailty, thy name is woman†, and â€Å"such dexterity to incestuous sheets†. His words not only illustrated his disgust, frustration and disappointment towards his mother and women in general, but also established Hamlet’s sense of isolation. A young man such as Hamlet often puts his mother on a pillar and uses her as a comparison as to how all women are to behave. Gertrude’s behaviour provided Hamlet with a false sense of security and distorted his views on women. Hamlet showed no affection towards his mother throughout the entire play. It is obvious that he loved her dearly, however, his behaviour did not portray his true emotions. Though it is difficult to see, due to Hamlet’s immature behaviour, it is clear that the loving relationship between mother and son did exist. The extent to which Hamlet felt betrayed by Gertrude is far more apparent with his interactions with Ophelia. Hamlet’s feelings of rage against his mother were directed toward Ophelia, who was, in his estimation, disguised her true nature behind a veil of impeccability. Ophelia complied with Polonius’ orders to stop seeing Hamlet, and later allowed both Polonius and Claudius to spy on her conversation with Hamlet. These continuous betrayals from Ophelia deteriorate Hamlet’s opinion of women. Hamlet advised Ophelia â€Å"Get thee to a nunnery†(3.1.121). Hamlet felt embarrassment and frustration in the failure of persuading Ophelia to care about him. In Hamlets eyes, this failure could only be explained by the fact that she is a woman. Hamlet’s love was broken and misused once again in the case with Ophelia. Hamlet’s consistent betrayal by the women in his life has added to the growing hatred of women through his eyes. Hamlet’s feelings for Ophelia shifted from passionate love, to resentful hatred. He resented her for being the weak character that she is and listening to her father, therefore not returning his love. While at the same time, he was madly in love with her, and could not express his feelings any more than he already has. Not only is he immature in his actions towards her, but also very unpredictable. For example, his behaviour towards her during the play that he created is immoral, and rude. His possessive and persistent behaviour frightened Ophelia, for he continuously threatened her and attempted to persuade her to return his love. Even Hamlet’s close friends Rosencrantz and Gildernstern betrayed him by spying on Hamlet for Claudius and Gertrude (Act 2 Scene 3). Rosencratz and Guildenstern represent disloyalty and dishonesty in the play. They betray their friend and conspire with the King to eliminate Hamlet. Hamlet uncovered their deceitfulness and ironically arranges for their death. Ironically, these two men’s treachery leads to their own demise in the hands of the man they betrayed, Hamlet. The betrayal of Rosencrantz and Gildernstern affected his life significantly. Hamlet reached his lowest point. From the evidence stated above, one can see that it was all the traumatic events in Hamlet’s life that lead him to grieve. Hamlet not only lost his father, but was also betrayed by everyone that he holds dear. Hamlet could not handle and bear all the pressures of life at that particular part in time. Hamlet’s character, though extremely complex and intricate, is also surprisingly immature and unpredictable. Hamlet’s personality is directly reflected in most notably in his relationships with his mother, Gertrude, and his lover Ophelia. The character of Gertrude and Ophelia help to reveal Hamlet’s true personality. The weakness and naà ¯ve aspects of their characters exemplify Hamlet’s controlling personality. Through their own characteristics, Gertrude, Ophelia, Rosencrantz and Gildernstern helped illustrate Hamlet’s personality throughout the play. â€Å"Frailty thy name is woman† may have been Shakepeare’s attitude about the female characters of the play; however, this weak and naive characteristic that he placed on the female roles was a necessity to the play. Hamlet’s immature, unpredictable and insane behaviour could not have been defined if the female roles had not existed in the plot to shape his true personality.

A Study of Career Plateau in Education Sector Essay

If Employee’s jobs are filled with routine and boring tasks or if desired promotions are blocked in the organization, then they are likely to feel an intrinsic sense of loss and become skeptical about findings fulfillment in their careers Career plateau employees are likely to have demotivation and higher labour turnover because they want to advance their careers elsewhere in the environment Researcher find out the causes, difference of career plateau among the Admin Staffs, Support Staffs, Teaching Staffs, Technical Staffs in education sector, its effects and strategies to remove the career plateau. The Major finding of this study is that career plateau is a major contributing factor of employees dissatisfaction, organization commitment and employee turnover. Technical staffs have more career plateau. Management and other stakeholder to develop the best strategies to manage career plateau in the organization. Keywords: Career Plateau, Strategies, Employee turnover, Dissatisfa ction 1. Introduction Career plateau is not a new phenomenon, but there is a worrying situation about the rate at which it is becoming increasingly widespread in various organizations (Yama- moto, 2006; Lee, 2003). Many scholars on organizational careers’ have suggested that plateau is fast becoming a critical managerial and organizational issue which needs to be managed properly to avoid employee’s discontent (Burke and Mikkelsen, 2006; Tremblay and Roger, 2004; Tremblay et al., 1995). Career plateau is defined as the point where employees like hood of additional hierarchical promotion is very low. International Journal of Business and Management Tomorrow   Employees who have experienced career plateau would think that their employers have forsaken their careers (Lee, 2003). Career plateau has been used as antecedent to many undesirable work outcomes such as low satisfaction, high stress, poor performance and other withdrawal symptoms (Yamamoto, 2006; Lee, 2003; Choy and Savery, 1998). Career plateau has the potential to cause discomfort among the employees because lack of continued upward progression is considered as a yardstick to measure employee’s performance. Thus career plateau leads to poor performance. In any organizations upward movement in terms of promotion of employees is accompanied by increase in salary, power and status (Lee, 2003). Plateau employees are likely to have higher labour turnover because they want to advance their careers elsewhere in the environment. For many employees, the time comes when all career movement ceases. Some feel unchallenged, while others simply don’t have the motivation to move upward. It is management’s responsibility to pull the best from staff members at such times. Fortunately, this isn’t difficult when you are prepared with a game plan and a little understanding. * Definitions. Plateaued employees, one observer has written, are those who reach their promotional ceiling long before they retire. Structural plateauing occurs when opportunities for promotions end. The hierarchy in most institutions is designed like a pyramid, leaving room for only a select few at the top. Therefore, everyone eventually plateaus. The inabilit y to climb the career ladder is an emerging concern for employees in the 1990’s. With aging of the baby boom generation and shrinking of middle management positions brought about by recession, improvements in office technology, and mergers and acquisitions, there are fewer opportunities for advancements in office technology, and mergers and acquisitions, there are fewer opportunities for advancement (Weiner, Remer, & Remer, 1992). One significant vocational effect is plateauing, â€Å"a unique form of career stall† (milstein, 1990b p, 325) which can result in a feeling of malaise on the part of upwardly mobile individuals. This phenomenon is labeled plateauing because it resembles a long flat uninterrupted expanse with minimal contours and a sameness that stretches endlessly. If people’s jobs are filled with routine and boring tasks or if desired promotions are blocked, then they are likely to feel an intrinsic sense of loss and become skeptical about findings fulfillment in their careers. (Milstein, 1990a, P48) 2. Examine the causes of career plateau Examine the difference in plateauing among the various levels of staffs in education sector. Examine the effect of career plateau in the organization. Give suggestions to manage career plateau effectively to minimize employee intention to quit. 3. In the subsequent pages, an attempt is made to review the literature pertaining to career plateaus of the employees. The literature of these studies has been collected through various magazines, journal, website and other published sources. 3.1 Various types of career plateaus are being experienced by the employees in organization. According to Bardwick (1986), there are three types of career plateau which are very common in organizations and there are: Structural Plateaus:- represents occupational situations where advancement is unavailable due primarily to the pyramidal nature of organization hierarchies. Content Plateaus: – When no challenge remains in their job. Tasks have been mastered and little new or exciting remains to be learned. Life plateauing:-occurs when individuals believe they are trapped in their ongoing everyday routines, cycles, obligations, and relationships. They may lead them to have â€Å"the sense that there’s little fulfillment left in any area of life. As per Rita M. Choy, Lawson K. Savery, (1998). Organizations are under pressure to cope with factors such as resource scarcity, increased competition, slow economic growth, increased utilization of technology and an increase in acquisitions and/or mergers. All these can lead to downsizing of the workforce. Many organizations believe downsizing can reduce costs and increase competitiveness. However, flattening structures reduces the number of people needed in organizations and such practices escalate the plateauing ISSN. International Journal of Business and Management Tomorrow The present study explores the relationship between job satisfaction, organizational commitment and the plateauing phenomenon. Non-plateaued workers seem to have a better relationship with their organization and find coaching new staff more rewarding than plateauing workers. This finding is important because trainers must hold positive attitudes toward the company and this seems more likely when the person is not plateaued. Non-plateaued employees are also more likely to view the organization as encouraging job performance – another issue of importance to managers of organizations. Susir Kumar – CEO, Intelenet Global Services expresses, â€Å"In spite of all the buzz and hype progressive HRM creates, career plateau remains a regular phenomenon and a problem that HR managers across industries and organizations have to grapple with. It can be defined as reaching a level of complacency, in many cases leading to employee burnout. It is not that such employees are incompetent; however, there is a general feeling of ‘being stuck’. Such employees often harbour an illusion, that they have nothing more to achieve.† Sharing his opinion on the organizational ailment that is a stagnant employee, Aleem Merchant, director, Synapse Marketing Consultancy Pvt. Ltd says, â€Å"Employee plateauing is a disease that hampers almost every organization, big or small and today, this malady is threatening the very potential and future of the corporate world as fast as most lifestyle diseases. This too needs expert treatment and its own set of managerial medications.† In order to analyze this plague, we must dissect it to get to the root of the problem. â€Å"Plateaued employees could stem from boredom of routine work or just plain complacency. Very often, external stimulators such as excitement of new work or a hard reality session can help yank the employee out of his stupor,† reasons G Ravindran, CEO, and MD- SHRM India.   Potter, author of â€Å"Overcoming Job Burnout: How to Renewing Enthusiasm for Work†, contends that often plateauing exists in the minds of employees. â€Å"In many cases it may be an illusion.† she said. According to Potter, employees also can imagine themselves plateaued with they fail to adapt to the changing employment picture. â€Å"Sometimes the person is not blocked; they just don’t understand the rules of the game have changed.† she said. Some workers are frustrated trying to climb the corporate ladder, Potter said, unaware that the old traditional hierarchical construction no longer exists. Another cause of the illusory plateau, Potter said, is a worker who is â€Å"actually chronically depressed.† She explains that for a depressed individual, a new job acts as a â€Å"sort of self-medication,† giving the person a temporary high. However, Potter said, once that boost wears off, the employee goes back to feeling depressed and might be inclined to blame this condition on a lack of job satisfaction. â€Å"It’s another kind of unrealistic expectation.† When employees feel plateaued, Potter said, â€Å"They can start getting into this problem of burnout†Ã¢â‚¬â€a loss of motivation that can leave workers feeling helpless. She warned that burnout can lead to chronic absenteeism, anger, thievery, and substance abuse. Potter warned that any attempts at curbing burnout can be too little too late, because losing one’s motivation is akin to losing one’s spirit. â€Å"When that gets damages, it just doesn’t bounce back, † she said. Study Design and Methodology 100 samples selected from various education society of Pune by using the convenient sampling method. The following categories/Levels of employees are selected as respondents.   Teacher   Admin staffs (4.3) Professional /Technical staffs (4.4) Support staffs. 25 respondents from each category are selected from for the research. The Instrument, containing 50 items and 29 attributes, each query is ranked by the respondents according to a five point Likert scale.

BMW Group Essay

Bayersiche Motoren Werke Group (BMW Group) is a German company whose operations are â€Å"focused on the premium segments of the international automobile markets (BMW Group)†. BMW Group was founded in 1916 and established its main plant and headquarters in Munich, Germany just after World War I in 1922. Those facilities exist as BMW’s headquarters and flagship plant to this day (BMW Group). BMW Group coordinates its activities in more than 150 countries on 6 continents and operates 29 manufacturing facilities in 13 of those countries (BMW Group). Those manufacturing facilities are concentrated in Western Europe with 9 in Germany, 2 in Austria, and 3 in the UK. Its other manufacturing facilities and joint-owned plants are scattered abroad with 3 in North America, 2 in South America, 2 in Africa, and 7 in Asia (BMW Group). With BMW, MINI, and Rolls-Royce, the BMW Group owns three premium brands in the global automobile industry. In addition to its strong position in the m otorcycles market with the BMW brand, the BMW Group also offers a successful range of financial services which make up a relatively small portion of BMW Group’s total revenue (BMW Group). BMW Group reports its segmented revenues according to geographical sales. The graph below breaks BMW Group’s overall annual revenues into 4 geographic categories with 3 subcategories: Figure 1 – Overall Revenue Growth by Geographic Operating Segment Expressed in Euros. Source: BMW Group’s 2012 Annual Report As shown in Figure 1, the European and Asian markets in particular have shown impressive sales growth since 2009 with CAGRs of 7% and 44%, respectively. BMW Group’s revenues from China alone have increased from â‚ ¬2.76 billion to â‚ ¬14.44 billion in 4 years (CAGR:51%). Huge sales growth in the Asian market has proven very lucrative for BMW Group who forecasts further growth, especially in developing markets. Figure 2 – Business Segments as % of Total Revenues Figure 2 shows BMW Group’s segmented revenue as it relates to total annual revenue. This chart emphasizes, again, the growth of BMW Group’s Asian  segment, the relatively flat percentage of sales in the Americas, and the slight decrease in total revenue coming from Europe. With the majority of BMW Group’s manufacturing facilities in Europe, we might see more facilities being built in Asian countries like China as BMW Group shifts its focus to lucrative emerging markets in the future. Figure 3 – Revenues by Segment for Reporting Purposes For reporting purposes, BMW Group breaks their statements into categories: Automotive and Other (Motorcycles, Financial Services, Other Entities, and Eliminations). Figure 3 offers an example of the detailed breakdown with subcategories included. See Appendix A for further details. Source: BMW Group Annual Statement As a percentage of total revenue, Figure 3 indicates that automotive sales made up 91.4% of BMW Group’s revenue in 2012 and 91.9% in 2011. This slight downward trend can be attributed to the growth of BMW Group’s financial services sector which is relatively new having begun in 1993 (BMW Financial Services). Figure 4 – Growth of Balance Sheet Components Source: BMW Group Annual Statement Figure 4 offers an insightful glance at BMW Group’s Asset/Liability balance. One important note is the debt/equity ratio shown on the right side of the graph. BMW Group states its equity ratio at 23.1% in 2012 and 22% in 2011 (BMW Group). This means BMW Group chooses to finance its operations mostly with debt. To aid that decision, BMW Group has an S&P short-term credit rating of A-1 and a long-term credit rating of A+ allowing BMW Group to borrow at lower rates (BMW Group). This will be discussed further in our risk management policy overview. Another important note is the ratio of current assets/non-current assets which sits around 33%. BMW Group’s current assets consist mostly of receivables from sales financing and inventories while their larger non-current assets consist mostly of long-term receivables from sales financing and leased products. As a measure of liquidity, BMW’s current ratio for 2012 is 1.04 which signifies that BMW Group maintains an efficien t operating cycle and is capable of handling its financial obligations, even though â‚ ¬32 billion are tied up in  non-current receivables. BMW Group’s Foreign Exchange (FX) Risk Management Policy In order to achieve growth, profitability, and sustainable levels of business in the future, BMW Group understands that it must expose itself to a degree of calculated risk. In its most recent quarterly statement to its stockholders, BMW Group recognized that, â€Å"Managing risks is a fundamental prerequisite for being able to deal successfully with the constant flow of changes in the relevant political, legal, technical and economic landscapes† (BMW Group). BMW Group’s discussion in its annual report around the many risks it faces is extensive. The report includes risk topics around sales and marketing, pension obligations, information technology, raw materials, and many other detailed business components. For this discussion, we will focus on financial risks and those relating to their international risk management. The first category of financial risk is exchange risk. For BMW Group, the sale of vehicles outside the Eurozone gives rise to exchange risk because changes in exchange rates, especially between the US dollar, Chinese renminbi, British pound, Russian rouble, and the Japanese yen, subject BMW Group to transaction exposure. BMW Group claims to manage currency risks at two different levels: strategic (medium and long-term) and operating (short and medium-term) (BMW Group). For medium and long-term risks, foreign exchange risks are managed by â€Å"natural hedging†, or by increasing the volume of purchases denominated in foreign currencies or increasing the volume of local production (BMW Group). An example of strategic risk mitigation in this context might be the opening of a new plant in South Carolina, USA in 2012 to help reduce foreign exchange risk in a major sales market. For short and medium-term risks, hedging transactions are entered into with financial partners of excelle nt credit standing to mitigate operating risk. In its most recent annual statement, BMW Group clarifies that they only use derivative financial instruments for hedging purposes â€Å"in order to reduce currency, interest rate, fair value, and market price risks from operating activities and related financing requirements† (BMW Group). BMW Group operates under International Financial Reporting Standards (IFRS) which  requires all derivative financial instruments (interest, currency swaps, forward currencies, forward commodities contracts, etc.) to be measured at fair value, regardless of the intention for which they are held. At year end, 2012, BMW Group held derivative instruments (mostly interest rate swaps) with terms of up to 25 months to hedge interest rates arising on financial instruments with variable interest payments over the forecasted two years. BMW Group also held derivative instruments (mostly commodity swaps) with terms of up to 60 months to hedge raw material price risks attached to future transactions over the next five years. Lastly, BMW Group held derivative instruments (mostly option and forward contract options) with terms of up to 72 months to hedge currency risks attached to future transactions. As stated in a previous segment, BMW Group’s debt ratio is carefully manipulated to achieve what BMW Group feels is its optimal capital structure. BMW Group’s debt ratio has averaged about 78% for the past five years with no indication of a future change in their annual statement. An important aspect of risk management as it relates to their capital structure is the careful sel ection of financial instruments with the objective to achieve matching maturities for their debt requirements and other financial obligations (BMW Group). BMW Group seems to do a good job of timing their payments and managing the risks associated with those payments to make sure they can shoulder the burden of their nearly â‚ ¬70 billion in total financial liabilities (Q3 2013 Report). Another category for discussion is the risk around BMW Group’s procurement of raw materials. Since the availability and price of certain groups of raw materials are subject to change, BMW Group pays close attention to commodities markets to stay aware of changing landscapes (BMW Group). According to their annual statement, BMW Group utilizes financial derivatives to hedge against price risks for essential metals like platinum, palladium, aluminum, copper, and lead. BMW Group also recognizes the risk they face because of the indirect impact changes in the price of crude oil have on their production costs. Oil prices affect customers’ behavior around purchasing BMW Group’s products because consumers will often search out a substitute instead of absorb  higher fuel costs. BMW Group feels that a proper response to this risk is simply to develop and sell efficient and economical engines to reinforce their value proposition (BMW Group). BMW Group is concerned about the creditworthiness of its lenders, borrowers, and derivative instruments partners. Every borrower’s creditworthiness is tested for all credit financing and lease contracts entered into by the BMW Group (Annual Report). Retailers’ creditworthiness is assessed using validated scoring systems integrated into the purchasing process (BMW Group). BMW Group’s overall credit risk related to derivative financial instruments is minimized by the fact that BMW Group will only consider contracts with parties of first-class credit standing. Because of BMW Group’s close attention to detail and aggressive management of its international risk, the general credit risk on derivative financial instruments utilized by BMW Group is considered to be insignificant (BMW Group). Figure 5 – Breakdown of Other Comprehensive Income Source: BMW Group Annual Statement Figure 5 presents a detailed breakdown of Other Comprehensive Income including the gains/losses on financial instruments used for hedging purposes and the exchange differences on translating foreign operations for 2011 and 2012. Since BMW Group claims it only utilizes derivative financial instruments as a risk management tactic, this segment should operate as a cost center. On average, the gains/losses on financial instruments should help protect BMW Group from wild volatility from its many sources of diversifiable risk. Exchange differences are also lumped into OCI and shows the effect of exchange rate differences in the currencies belonging to the many countries BMW Group serves. Conclusion BMW Group has expanded in a fairly short period of time into operations (through direct investment or licensed dealerships) in more than 150 countries. To date, BMW Group has done an exceptional job expanding and investing in foreign markets. In many cases, the use of joint ventures with local companies has helped BMW Group enter new markets. This is usually a less risky undertaking because if the venture fails, they shoulder a smaller risk than their local counterparts. If the venture is successful, then the company transitions smoothly into the new market with greater confidence and consistency. This method has proven to be very effective for BMW Group, especially in the rapid growing Asian markets where they can test new markets and mitigate risk by transferring most of the risk to their venture partners. BMW group has built strong foreign segments, especially in the United States and China. This has been evidenced in the US by strong brand awareness and brand association coupled with significant overall revenue performance with the US contributing 18% of BMW Group’s revenues. BMW Group’s strong performance in China is evidenced by a 51% CAGR over the past 5 years which boost ed BMW’s overall revenue from â‚ ¬53 billion in 2007 to â‚ ¬77 billion in 2012 (CAGR: 15%). With their large success in international expansion, they have had mixed success with their hedging strategies. Their gains/losses on financial derivative hedging instruments in 2012 were a large improvement over 2011 with a â‚ ¬770 million increase in 2012 compared to a â‚ ¬733 million decrease for 2011. Conversely, BMW Group took a loss in exchange differences from foreign operations of â‚ ¬123 million in 2012 and a â‚ ¬168 million gain and 2011 (Figure 5). Without further detailing the historical patterns of those line items, it seems BMW Group is getting progressively better at managing their transaction exposure and other foreign operations risks. A brief look at BMW Group’s annual statement proves that they have done an excellent job identifying potential risks and setting controls and policies to protect themselves. If they can continue to grow their segments in the Americas and Asia, they will continue to establish themselves as a global manufacturer of quality vehicles as is their stated mission. One organizational risk that BMW recognizes and must continue to avoid is using derivative financial instruments for speculative trade instead of loss prevention. If BMW Group can maintain their brand in Europe, continue to grow in their American and Asian segments, and continue to use hedging and derivative tools conservatively as a risk mitigation tool, they will see continued success and healthy growth with solid future earning s and a steadily growing stock price. Figures expressed in Euros. Figures expressed in thousands. WORKS CITED â€Å"Annual Report 2012.† BMW Group : Investor Relations / Financial Reports / Annual Report. N.p., n.d. Web. 17 Mar. 2014. . â€Å"BMW Group : Company : History : Milestones.† BMW Group : Company : History : Milestones. N.p., n.d. Web. 14 Mar. 2014. . â€Å"BMW GROUP IN THE UK..† BMW Market: About Us. N.p., n.d. Web. 15 Mar. 2014. . â€Å"BMW Profile & Executives.†Bloomberg.com. Bloomberg, n.d. Web. 15 Mar. 2014. . â€Å"Financial Services.† Overview. N.p., n.d. Web. 15 Mar. 2014. . â€Å"Q3 Report (September 30, 2013).† BMW Group : Investor Relations : Quarterly Report. N.p., n.d. Web. 15 Mar. 2014. .

Importance of community health nursing Essay Example | Topics and Well Written Essays - 500 words

Importance of community health nursing - Essay Example Hospitals are mostly the place of being exposed at the bedside nursing but now community health nursing is a field that is as important to the society. Being in a baccalaureate program had given me intrigue and more opportunities to explore my career in community health nursing. The primary mission of community health nursing is improving the overall health of the population through health promotion, illness prevention, and protection of the public from a variety of biological, behavioral, social, and environmental threats (Clark, 2008). Community health nursing has contributed so much to the social and healthcare reform. Moreover, the importance of this nursing field has created great changes in how nursing is being provided to an individual. There are significant events that the community health nursing established, such as the World Health Organization (WHO), Communicable Disease Center (CDC), and American Red Cross. Public health nursing has led to many of the policy revolutions that helped bring family planning, workplace safety, and maternal child health services to people in need(â€Å"Nursing,† 2008). The global impact of community health nursing is not only around the nursing aspect but also around the cultural side of the society. Access of healthcare for the population is very diverse and with the government assistance to fund such different outreach programs, the choices of which a community needs health services are easily available for them. The importance of which is that the person is being treated at the convenience of there home, there community or people around them. The increasing availability of health care services such as community health nursing contributes to a better society especially in the nonurban areas, and elderly population. With the rising increase in the elderly population, illegal immigrants, and uninsured individual in the United States, community health services has provided care in a way that health

Government Assignment Example | Topics and Well Written Essays - 1000 words

Government - Assignment Example Consensus, on the other hand, is a general agreement among these parts or groups of people. 3. A multi-party system is a political arrangement where parties seeking electoral posts are more than two. They occur in many states such as the UK. People prefer them to the system in the US as they offer the people more choices, and the competition between them leads to the development of better policies to gain an edge over the competition. 5. Having two major parties discourages any upcoming parties as most people are already divided between the parties. The division between the populations on the basis of the parties’ ideologies increases the competition. 11. The nominating process is a serious part of the electoral process. Those nominated, however, are appointed by several influential individuals and not all voters that significantly affects the voters’ right to vote 15. In an open primary, anyone can vote for any party’s candidate regardless of whether they are republican or democrat. In a closed primary, on the other hand, a voter can only vote for someone from their registered party. 23. No person can give more than $2,100 to any federal candidate in a primary election or over $2,100 for the candidates general election campaign. Moreover, no person can contribute more than $5,000 in any year to a political action committee or $26,700 to a national party committee. The total of any persons contributions to federal candidates and committees must be limited to no more than $101,400 in an election cycle (McClenaghan 191). 15. Gerrymandering where the shape of districts if done to the advantage of the political party that, literally, controls. Spreading the opposition thinly throughout the districts limiting their ability to win any

English law Essay Example | Topics and Well Written Essays - 1750 words

English law - Essay Example ?s populace from unexpected data losses, as a matter of fact the largest data loss ever recorded in history which occurred on the inauspicious 21st of November 2007 was within the United Kingdom itself, and that too by the inappropriate management by government’s recruits themselves; within this data breach hefty information which encompassed the bank and employment details of more than 25 million Britons was lost. The data also included personal information about many renowned and wealthy personalities. (Hines, ONeill, & Blakely, 2007) Very soon after the data theft incident the Times reported another scandal where the missiles triggered by the ICO had missed by a continent as the report reveals that about 100 hacker websites were candidly selling off Bank details and secret PIN numbers (Mostrous & Kennedy, 2007). This report triggered off yet another tittle-tattle and directly questioned the ostensible â€Å"complexity† of the Data Protection Act. This report specifically focuses on the data protection policies for Banks and their Customers; this also includes avowals in various litigations such as the case of Bavarian Lager Co Ltd. v Commission of the European Communities. At the outset, it is to be declared that the Data Protection Act specifically focuses on the prevention of all sorts of data for living beings, may that be Bank details; personal info such as marital status, age, etc.; profession info; or last but not least secure data. Thus it is clear that the prime focus of Data Protection Act primarily places preference for the customer. As a matter of fact the Data Protection Act in the U.K. is known to be the most austere amongst similar laws in any other part of the world. The author would like to address this case because this created results that were the basic foundations of the data protection and information transfer procedures: The Basis of this case was negligence in clarifying the bank’s policies, this led to the outburst of the so called

Collage and photomontage and hanna hoch Essay Example | Topics and Well Written Essays - 2000 words

Collage and photomontage and hanna hoch - Essay Example By understanding the historical context of Modern art, it is possible to trace how Hanna Hoch developed her own artistic approach and made her ideas known. An analysis of one of her artworks demonstrates the ideas she was attempting to convey. This investigation further illustrates how Hoch’s artwork served to influence future artists who also used the medium of photomontage and collage to convey their ideas. Because of Hoch, this particular artistic approach took on a greater cultural and social importance because of the way in which it directly spoke to the major political issues of the day, focusing upon the major hopes and aspirations of the community as Germany underwent profound political change in a short space of time. Although Hoch’s artwork was little understood at the time in which she was working, later audiences who were much more informed regarding the artistic theories and ideas being expressed and not as influenced by the fear of Jewish inferiority and i nsanity were more able to appreciate the intelligence and sensitivity this artist portrays within her work. Because of this, Hoch was able to inspire numerous other artists working with the medium to continue exploring the political issues of the day by placing images in similar unusual juxtaposition. Thus, the following paper attempts to demonstrate how Hanna Hoch’s artwork grew out of the social and political climate of her time, illustrate how it became a unique expression of her thoughts and ideas and then trace these ideas as they influenced further artists into the future. Understanding an individual’s artwork as well as their influence on future artists is often more difficult than one might at first imagine. Before artwork such as that created by Hanna Hoch can be fully appreciated, one must have some idea of the artistic theories the artist was building off of, such as the Modernist

The Effects of the Quality of Employees' Interaction with their Research Paper

The Effects of the Quality of Employees' Interaction with their Managers on the Quality of their Work - Research Paper Example The interview session was based on quality of interaction of employees with their manager and quality of performance. The interviewees of the study are employees of †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦... †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ From that, samples of 12 people were identified with the help of non-probability sampling technique known as purposive sampling. Among the interviewees, 6 employees had good quality of interaction and other 6 employee has poor quality of interaction. It was found that in general, the quality of interaction and the quality of work are directly proportional. But to make a concrete conclusion, further research is required. TABLE OF CONTENTS CHAPTER I: INTRODUCTION 4 Statement of the problem Purpose Hypothesis Importance of study De finitions of terms Delimitations CHAPTER II: REVIEW OF THE LITERATURE 7 CHAPTER III: THEORETICAL FRAMEWORK 10 Upward communication and downward communication Theory X and Theory Y Leader Member exchange theory Social exchange theory Scientific Management CHAPTER IV: METHODOLOGY 13 Research design: Measurement of variables (Instrumentation): Sampling: Research Methods: Plan of Analysis: CHAPTER V: DATA ANALYSIS 16 Sample characteristics: Analysis results: CHAPTER VI: CONCLUSIONS 22 Introduction: Summary of findings Interpretation of findings & integration: Recommendations: ENDNOTE†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.25 APPENDIX 26 WORK CITED 27 CHAPTER I Introduction This project examines the impact of the quality of employees’ interactions with their respective managers and how it changes the quality of their work by identifying characteristics o f quality of delivery. The objective is also to find out whether the quality relationship between employees and managers improve the quality of the work. How far does it make any difference in performance?  This paper takes into account research based on employees’ reaction to the level of interaction with the management and how does that interaction influence the quality of an employees’ performance by and large. Instead of quantitative research, qualitative research is opted to draw the conclusion. The manager-employee communication has a critical impact on performance. That is why companies often neglect to emphasize or provide training to help managers build this important connection? According to exit-interview, research tells that the primary reason people leave their jobs in their organization is their managers. It is said that human resource is the biggest asset and biggest liability of an organization. To make use of an organization’s human resource p ool, it is extremely important to maintain quality interaction among all the office members. End of the day, manager and employees work together as a team. If the performance is good, then not only they are benefited individually, but the office also gets advantages. So it is an extremely important issue as a research topic. Statement of the Problem The research is going to address the problem whether the quality relationship between employees and managers improve the quality of the work. With the help of testing of hypothesis, the research is trying to compare how both high and low quality interacti

The Album Close to You by the Carpenters Essay Example | Topics and Well Written Essays - 750 words

The Album Close to You by the Carpenters - Essay Example This album landed them on their way to fame and success. Though not appreciated by critics, the album has made it to the top 200, which emphasizes the fact that they did have talent. Rolling Stone, describing Karen, comments that â€Å"Hers is a voice of fascinating contrasts, combining youth with wisdom; chilling perfection with much warmth† (Changi Airport – â€Å"Enjoy the Elegance). Jon Landau, says that Karen has "all the qualities of a good pop singer," phrasing with "subtlety and ease." On the other hand, some critics think that her voice has not got any depth and is just sort of simple. Other critics believe that Karen does not have much stage presence when she play the drums and sing along, it is not elegant enough. However, Richard’s work is well appreciated for his rhythmic tunes and, yet again, critics did not enjoy his lead in some songs. The band, consisting of this duo, is however, soaring high after the release of the title song ‘Close To Y ou,’ which rank #1 on Billboard Hot 100 and stayed on top for four weeks. In my opinion, they landed a spot in the Rolling Stone list because the album had become a hit even though the political situations were not favorable during the time. The popular demand continued to grow on wild and loud rock, whereas they featured soft and melodious music. The album showcased Karen’s wide ranged voice and also original compositions of Richard, namely, Mr. Guder, Maybe Its You and Crescent Noon. It is difficult to say that the album was a success only due to one of them. Rather, it was a joint effort and has received attention throughout the world. Though they have mixed reviews, the album has won the hearts of a lot of people. I really enjoyed the album and I am thankful for having been given this assignment as it has given me the opportunity to explore into details the depths of songs that I did not even know existed. I find all the songs very good and my personal favorite is â€Å"Maybe Its You†. The song just spoke to me, I was instantly amazed. The piano brings out all the delicacy of the song. Though the lyrics might not be much, but still â€Å"couldn’t we stay and watch the splashing rocks we throw?† (Maybe It’s You Lyrics: The Carpenters) expresses inner most feelings and emotions that are delicately touching. The first stanza itself paints a lovely picture of a couple walking down the beach. The soft music reflects the calm waves lapping up the shore. There is a really soothing feel to that song which instantly makes one feel good. Well at least to me it does. The songs range from soft to deep to haunting and lingering types. This is what makes the album so special. Its diversity has the ability to draw the audience to it and make them stay with it for long. The music world has a lot to offer, and it is a blessing to us that music from those times has been recorded. If man had not found a way to capture music, then so much would have gone to waste. Though people are not immortal, their works are. They continue to exist through the wonderful contributions they have made to this world. Saying this, I do believe that Karen remains in a lot of people’s hearts. Not to mention her partner throughout this wonderful journey, her brother Richard, whose musical arrangements and tune compilations have brought the songs to life. I really appreciate their hard work and though they did get thrown into the world of overnight fame after the release of the song ‘

Impact of Brand Image and Advertisement on Consumer Buying Behavior Essay Example for Free

Impact of Brand Image and Advertisement on Consumer Buying Behavior Essay Impact of Brand Image and Advertisement on Consumer Buying Behavior Impact of Brand Image and Advertisement on Consumer Buying Behavior Muhammad Ehsan Malik, Muhammad 1 2 Mudasar Ghafoor, 3Hafiz Kashif Iqbal, 4Qasim Ali, 4Hira Hunbal, 4Muhammad Noman and 4Bilal Ahmad 1Institute of Business Administration (IBA), University of the Punjab, Lahore, Pakistan Dean Economics and Management Sciences, University of the Punjab, Lahore, Pakistan 2School of Business, University of Dundee, Scotland, United Kingdom 3School of Business and Economics, University of Management and Technology, Lahore, Pakistan 4Department of Business Administration, University of the Punjab Gujranwala Campus, Pakistan Submitted: Apr 27, 2013; Accepted: Jun 3, 2013; Published: Jun 20, 2013 Abstract: Brand image and advertisement play a crucial role to boost up any business performance as brand image is an implied tool which can positively change people’s buying behaviors and advertisement is behaving as a driving force for any business as it’s an effective source to convey your message and stay in customer’s mind. The purpose of this study is to examine the impact of brand image and advertisement on consumer buying behavior in the general public at Gujranwala city. Questionnaire survey was used to collect the data by using non probability convenient sampling technique. A sample of 200 questionnaires was used in which 175 responses were collected within the period of one month. Findings show that brand image and advertisement have strong positive influence and significant relationship with Consumer buying behavior. People perceive the brand image with positive attitude. Study depicted that teenagers in Gujranwala are more conscious about their social status so they prefer branded products and advertisement affects their Consumer Buying Behavior positively. In the last of article limitations of research, implications and suggestions for further research also included. Key words: Brand image Advertisement Consumer Buying Behavior INTRODUCTION can build long term profitable relations with customers. People in our society are so conscious about their any business can positively affect the behaviors of status and they prefer to use branded products to show people regarding brand image, satisfaction and loyalty. off their status symbol. Brand is considered as implied At present time in global and emerging markets device through which any business can attain the business war is not only on price but customer attraction, attraction of people and can enjoy the competitive edge. loyalty and relationship matters a lot. Companies are so In our local scenario it also considered as a valuable asset conscious about their customer’s satisfaction. for any business as it can change peoples’ buying Advertisement plays a crucial role for any business to behavior. It can play a vital role to expand any business. boost up its performance graph as it is a powerful strategy Brand image development is a long term process and it to attract your customers toward your product. In can prove a strong weapon to fight with your competitors. Pakistan advertisement also becoming a driving force for Customers rely on branded products and mostly prefer to any business because it can force people to change their buy products with well known brand name. Marketing behavior regarding your product in positive sense. valuable strategies and tools can develop the brand of Advertisement is a dominant and leading weapon in all any product. If brand is managed in effective ways, a marketing tools due to its positive impact on consumers’ business can enjoy maximum number of customers and buying behavior. It’s an effective way to communicate Refine quality of products and social

Customer Attitudes Towards Search Engine Marketing

Customer Attitudes Towards Search Engine Marketing Abstract The present study approaches the empathizing of the UK users behaviour with respect to internet when considere in presence of SEM (Search Engine Marketing) and related activities, conceiving the present dynamic role of online and connected consumer who uses the internet and Web 2.0 tools like Social and Media Blogs. An online form survey, reaching up to 100 respondents actively using social network sites like â€Å"Face book†, analyzed the respondents social, demographic and general characteristics, their online behaviour, and their level of conflict with SEM activities. It also discovered the most democratic and the most often used internet tools. The review findings were mostly consistent with same kind of studies conducted in different regions of United Kingdom and Europe .the review of gathered data enabled to find relevant kinships between variables and equating answers through age, gender, and hours fagged on the internet. The results will give all internet marketers a d egree of perceptivity into their direct users, and will allow them to make strategies to provide for the targeted segments effectively. Also, this study will give a vital point of cite for future research related to internet marketing, which will be useful believing the current trends and development of particular marketing activity. The application using PHP and MySQL was designed to get the responses from respondents. Based on the responses collected from the sample of 68, the data was found and the conclusion has been done based on this data collection. The online questionnaire was uploaded on the web on the url http://searchresults.net63.net From this URL, one can access the questionnaire and fill up personal details followed by the responses to different situations. Based on this response, the data was captured onto the database. This database (of MySQL) was helpful to fetch the details and behaviour of individuals towards different options available on the websites. Technical Plan This study is planned as following: Initially, an exploration of previous or existing research and the documented evidence found are placed in the literature review section (chapter 2). Following this is, an explanation of how the study was carried out, which includes research design, followed by sampling, data collection methods, the methods used   for analysis and limitations are discussed in (chapter 3). Furthermore, the answers to research interrogations are discussed in detail in chapter 4, with a systematic analysis of the survey results. The application was being designed using PHP and MySQL. The former was used as the programming language with the back end database support through MySQL. Their personal details followed by their responses to different options available on the web are analysed to have a study on their behaviour for different situations. Based on this approach, the important analysis was further explored. Lastly, the conclusion of our research is accomplished in chapter 5, where study findings are analyzed using the point of observation of their contact on additional academic or professional research, which may include practical testimonials, limitations of findings and other areas for further research. For the purpose of my experiment I had designed a small application which counts clicks on particular links. I developed it in PHP and used MySQL database. The address of the application was located on the link that was made available online at http://searchresults.net63.net. One can easy get an access to this link to fill out the details in an easy manner. This helped in getting responses in a thorough manner. Through this approach, all the data was collected. 100 respondents were approached at initial stages. However, due to lack of response rate, it was noted that there is the need to reduce the sample size. So, I asked 68 participants to do the experiment. Mainly I sent emails to friends. I also went to Universitys library and asked some people to do the experiment. Basically I gave the address to people and once they typed it in a browser. They had to chose gender, age range and how experienced internet users they are. Then there was a short description explaining what will happ en. Participants had to imagine that they are looking for a watch to buy and were given search results copied from google on a ‘buy watches phrase. They had to click on any link they liked. Then they had to imagine that they are looking for a new TV. Search results for ‘buy tv phrase were displayed and they had to click on any. Lastly they were given search results for ‘buy books and again they had to click somewhere. All the clicks were saved in a database. There were organic and sponsored links. I used some simple SQL queries on myPHPadmin panel to extract the numbers. Critical review Search Engine Marketing (SEM) or else Pay per Click (PPC) marketing and is usually known in literature as well and is one of three diverse types of online marketing. The remaining two are Search Engine Optimization (SEO) and Banner Advertising. Precisely what they are, and how they work and advantages and disadvantages of different techniques are talked over in detail later in this report. Surveys conducted by EIAA i.e. European Interactive Advertising Association show the performance of European internet users and other online buyers or shoppers. As per their Online survey (for which around 7,008 people all across the Europe including UK, France ,Germany, , Italy ,Spain, the Nordics, Netherlands   and the Belgium were interviewed) Out of the total,76% of online buyers use search engines as a source of information. This study also stated deviations between users of the UK in particular. Before investigating the topic more closely, it is significant to define the word of SEM. Though in writing this form of marketing is frequently addressed to pay per click (also occasionally written as pay-per-click) marketing (Anderson, C., 2006). First of all a few definitions of term, to constitute the literature and will be introduced. An accurate explanation will follow later. Pay per click (PPC) is placement of small ads on the search outcome on a page for a precise keyword or set of keywords in return for a individual payment when a guest actually clicks particular ad (Battelle, J. ,2005) Pay-Per-Click (PPC) Advertising: A technique of marketing where a company pays a certain sum of money each time somebody clicks on a small advertisement on a search engine‘s results page or a homepage and then takes to the advertiser‘s website (Brin, S. and Page, L., 1998). Pay-per-click (PPC): The payment form used for patronized search advertising. Advertisers set bid on keywords and pay in case when searchers click on the search results listing related with those keywords (Broder, A., 2002). Pay per click advertising used for search engines can be explained most easily by following: The placement of a small content only adverts on search result page which is activated by a particular keyword or phrase equaling typed in search box (Brooks, N., 2004a). Pay Per Click: A performance based model of paying for online ads whereby payments are made for each click on a displayed advert, if there are no clicks then there will be no fee and is also known as CPC i.e. cost per click and CPA is known as cost per action (Brooks, N. ,2004a). This essentially means that there exists text based advertisements and are displayed on search engines result page and are next to natural search listings. Such Text ads are fore grounded by the search engines with different names like sponsored links and are typically on right hand side of a result page, and is clearly distinguished from natural search results which are displayed on left. From time to time one or more than one of those advertisements are showed on top of list, over the organic search results, fore grounded through a different backdrop color. The advertising companies can then decide which key phrase or words searches performed by the search engine users and where their ad should appear (Fain, D.C. and Pedersen, J.O. ,2006).The main mechanism of a search engine marketing operation are defining of important keywords, and the bidding on keywords and a good quality written text ad through a good call to act. The advantage of such methods of advertising when compared to banner ads is to facilitate the advertiser as he has to pay only when someone in fact clicks on the advertisement, and not only for imitation, which a customer might not be able to see. Search engines can show up to 8 Text advertisements of sponsored links on one page. The order of what text advertisement is displayed and the position is defined by how much amount each advertiser is ready to pay for searched keyword. The framework of pay per click advertising is founded on a bidding system. One of the major advantages of pay per click method is that audience is already targeted, as the people are in fact looking for something connected to the product and what company is offering(Fallows, D., 2005) .While banner advertising on other hand shows the ads to customers who may not necessarily be interested in it. They may only be interested in website where banner ad is currently displayed and may not even look at banner ad or may ignore it since they are not interested in buying anything. In addition to this, the online marketer also has the option to target clients by country and even by area or city. This utility was published in 2004 by Google. As a result online marketing is available to nearby situated business for e.g. restaurants .Similarly international companies that want to put up for sale their products outside their region (Feng, J. ,2002). Google also takes the possibility to show the text ads not only on their search engine results pages but also on their websites, clearly displayed as ads by Google. This utility is called as content network. The online marketer has authority on websites where his text advertisements will be shown at, particularly concerning the content. Though it is very hard for online marketer to have a influence on any other fraction of campaign. In addition, the analysis of data is not very suitable, because all parameters cannot be displayed as online marketer would like them to (Feng, J., Bhargava,2007). A very significant topic while talking about pay per click ads is the differentiation among good traffic and bad traffic. This topic impacts mainly PPC-advertising, as the advertiser pay for every single click, while in banner advertising payment method used is pay per impression. The aim of a pay per click advertising operation is not only to make users click on advertisement and visit their advertised website, but also to attract people, who are interested in their product. While in banner advertising, advertiser needs to pay for every impression and no matter if site visitor sees the advertisement and clicks on it at PPC advertising, each click costs money. As a result of this, the text ad must not just try to draw as many clicks as feasible, but attract more clicks of people who are interested in product and are more probable to purchase the product. There are special methods to try to attain this goal, both on keyword related side and on the text ad side. In banner advertising, only method of getting improved converting traffic is to prefer the websites, where banner ad shall be displayed very cautiously. A danger of pay per click advertising, though, is the so called text box cecity. Internet users acquire the banner blindness following banner ads have been used on different websites frequently for number of years. The people mostly just do not realize banner ad any longer or don‘t show any interest in it at all. Banner ads are considered as a necessary evil so as to help lot of websites for offering free content. It is revered by many search engines that such a phenomenon may happen again with pay per click ads. Although the same may not happen in coming time soon, as the search engine users are really looking for something while using a search engine. They may not only read the subject of a site, and are looking for piece of information or stuff to buy or other things similar to that while using a search engine and looking at search engine results page. As a result it is very likely, that people will not actually acquire text box blindness (Greenspan, R., 2004). According to Andrew Goodman who have stated in his work in â€Å"Winning Results with Google AdWord† that international pay per click campaigns don‘t work that well. According to him the markets are too small for converting and running PPC campaigns are waste of money (Hotchkiss, G. ,2004).Another case to second his opinion is that effort for translating keywords and text advertisement in different languages is huge. On the other hand there exist products having huge consumer base. If the resources required to translate keywords and text ads are accessible, an attempt for getting international SEM movements may be a worth. This only makes sense, when a company actually sells products in relevant (Hansen, E., 2002). Buying key phrases in search engines entirely inspire the online advertising, as these infer the idea of Cost per Click -client of such type of advertising pays only when a visitor clicks on a precise advertisement (Carrera, 2009). Equating to SEO, PPC gives more control on visual aspect in search pages, due to amount bid and relevance of text ad (Chaffey et al., 2009). Alternatively of spending time controlling site codes and relevant contents, sellers can then pay for laying in search results (Sen, 2005). Carrera (2009) suggests that currently, main search engines have ad schemes related to hunts (Yahoo! Search Marketing, Google Adwords and Microsoft adCenter). When a particular visitor writes in search box, single or combination of   keywords, search page shows a set of sponsored links adopted by firms and organic search results, the ads are created by advertisers, with a upper limit of 25 characters in ad heading and 35 for text lines of ad and web address. As visible in Figure 2, advertisements are located in sponsored results region of searches -paid search (EConsultancy, 2008). Though, several sources point out many a time that consumers do not see difference among organic links and sponsored, clicking in links for query but with partial content (OConnor, 2009). In previous PPC programs, ranking of sponsored lists was founded on highest offer of cost per click for a particular keyword. But now, this is not essentially the case: search engines also need to pay attention towards relative click through rates of ads ads having fewer clicks will cut down the listing (Sullivan, 2007). This study is part of Quality Score, a idea shared by most of the search engines, and also analysis of match between keyword and occurrence of the keyword in text, historical click by rate, the engagement of searcher while clicking on ad, and also its loading speed and significance of the associated web page (Google, 2009). The main advantages of such an advertisement system is that it addresses the ads only to target that searched for those specific keywords, and the client only pays when users clicks on the ad. It also and allows the clients to change contents so as to the improve results, and plan the maximum amount of promotion investment and cost per click, and refine and control movements on a daily basis throughout search engine control panels (like Google Analytics). The advertisement stays online till the initial budget accomplishes the end (Google, 2009) and include the concept that PPC is very responsible, results are expected and are simpler to use in comparison to SEO, faster to get placed in search pages and branding effect. But it also has a negative side effect as well: it is highly spirited and exclusive costs per-click, scheming campaigns can be time downing, and many people will not trust ads (EConsultancy, 2008). Therefore, the dispute of this study is to study on how UK internet users differentiates between paid search results and organic search, and how often they click such paid results. 1 INTRODUCTION The topic of this explore, â€Å"Examination of UK Online Consumers sensing and Attitudes towards Marketing governed by Search Engine in context of Web 2.0† .Firstly, we need to understand what is Search Engine Marketing and is essential for contextualization of project. Carrera (2009) and Chaffey et al. (2009) have defined Search Engine Marketing as an action that affects promoting firms with the help of online search engines, to meet marketing targets by providing relevant content to users and search results, thus motivating to click on particular link. As for Search Engine Marketing Park and Kim (2008) have defined it as most measurable, strategic and governable way to build a dynamic and mutually good consumer to consumer and   also consumer to marketer communications about a certain service, product or company. It is acknowledged in field of marketing that the knowledge owned by customers, their prediction of relative conduct, and meeting expectations which is important and is key to success. As a result, internet marketers need to understand characteristics of users and internet habits of users in order to effectively find and reach target segments (Carrera, 2009; Chaffey et al., 2009). From position of consumer marketing, study of internet users and their decision making process should be based upon users characteristics and relative online behaviour. This study aims to critically find how UK online consumers comprehend and act in front of Search Engine Marketing (SEM) and other activities, and main objectives are as follows: To realize impact of internet on existing modern day marketing. To look into the current circumstance of the Web 2.0 consumer, and its role on web To realize the modern day internet Consumers conduct towards marketing To look into key concepts related to Internet Marketing, poring specifically on SEM (Search Engine Marketing). To examine the ways UK consumers comprehend SEM activities, and evaluate mental attitude towards SEM activities. To suggest testimonials for further study or schemes in internet marketing context During the procedure of secondary search, there are several key questions ,   which forms the foundation of form elaboration: To what extent trust issues are a concern when analyzing activities for internet marketing and their effectiveness? How do consumer performs searches using search engine pages and what is considered more important during the search? Why internet users choose massively the organic results retrieved from a search engine page, instead of frequented links? What incites internet users in forward marketing emails to their friends and other users? How far consumers engage in company blogs and various social network pages? How do users interact with blogs and various social network pages? From a point of view of a user, web search engines require to provide applicable and useful results in reply to some user input, usually a query. Web search engines employ dozens of factors in knowing how to score significance and to rank the found results. Typically, the internet user has no thought what factors has lead to particular result being ranked and retrieved. One exception to this is sponsored links. Many web search engines currently give at least two types of search listings for web Search Engine Results Page (SERP). First type of links is non sponsored list, which web search engine show with the help of proprietary algorithms (Hotchkiss, G. ,2006). The other type of link is the sponsored list, which comes due to a bid on phrase that searcher has entered in his query. Most of the major web search engines available today present sponsored and non sponsored listings in different areas of SERP. For this one (and frequently only one Category), searchers are informed in broader terms how these result are retrieved. Why other results are not highlighted (for e.g., anchor text, page rank)? Certainly, the causal motivation is to highlight the economic motivation that caused the sponsored listing to come into view. Study shows that web searchers are biased against sponsored links (Hotchkiss, G., 2004). Though, assuming that web searchers wish relevant and helpful results in reply to their queries and sponsored links are as appropriate as against non sponsored results, are web search engines doing the web searchers a disservice by stressing the sponsored links so prominently? 1.1 The impact of the Internet on consumer marketing Analyzing the internet with regards to consumer marketing is important to understand .A simple question which arises is: What factors affect Internet consumer marketing? According to Chaffey et al. (2009) internet has enhanced marketing as first website made in 90s was (http://info.cern.ch/) (CERN, 2008), and now, there are more than one billion users using internet regularly and the manner companies sell products or services and way consumers react has changed emphatically. Peterson et al. (1999) honor this idea, debating that World Wide Web owned maximum potential for marketing. Drawing Success in business mostly depends upon technological knowledge and further gives competitive edge and remains continuous process. There are many authors who conceive that Internet play an important major impact on Marketing mix 4 Ps: in Product Mix, digital brought different services and products (e.g. software) and further added new features to already existing ones (Carrera, 2009). Avlonitis and Karayanni (2000) admit to the fact that internet helped the discovery of user needs, cut across and product testing; In Price Mix, Carrera (2009) expresses that there is significant reduction in costs is seen, which developed firms selling products or services at a very low price, with the use of web sites for e.g. a low-cost airlines. Nevertheless, the customization of services and products allows companies to appoint premium price, as they abide by with buyers tastes and is studied in detail by (Chaffey et al., 2009); For the Place, products and services like home banking has facilitated the interaction and reduced costs in comparison to other distribution channels. Besides, the ability to continue information related to clients is much more effective than traditional transfers, dealing the Promotion, with regards to digital context and advertising adapts directly to the needs of consumers, as it collects information related to these for e.g. detection   of IP address and profile of buyer for suggestions (Carrera, 2009). Furthermore, the promotion of a service /product is now also built by C2C basis, which is very difficult to control and there are different ways to manage (Mangold and Fauls, 2009), and will be analyzed later in project. All these elements have changed the manner consumers behave with companies, thus bringing a wider choice from all the different suppliers, and are a means to selecting and purchasing of items has turned out to be easier and faster. But for long customers are engaged and confident of this new way of marketing. 1.2 Web 2.0 A paper was published by Microsoft (2007), stating that web 2.0 is changing the internet into a powerful and authoritative medium, changing the way how society believes and behaves or reacts. The report confirms that especially social networking process is gathering people from different communities, and acting as a medium for personal reflection. This is consistent And is in accordance with Fu et al. (2007), and is said that use of collaborative technologies leads to an extraordinarily fast growing community which is virtual, here people pass by and share their information. These authors have agreed on the fact that World Wide Web is moving towards social web, and users have an important role in all the aspects of business and remains to be the main focus in this study. Consumers have embraced role of an important agent, who can express themselves using new tools, like wikis blogs or social networks (Carrera, 2009). In similar manner, Cheung and Lee (2009) contend that web has moved from being mere medium of information into a medium of content creation and further sharing. Chaffey et al. (2009) further gives arguments that the widespread acceptation of high speed broadband and world-wide media experiences are more and more used to absorb consumers with each other and also with companies. More and more people discuss online and interact with products and brand campaigns, in a manner of â€Å"viral effect†. These authors are in line with Carreras definition, which suggests that by addition of Web 2.0 it enhances in promoting interaction and user yielded content using virtual community and participation of social network, content ratings and widgets and tagging. However, it remains to be seen is how users are willing to absorb the internet marketing campaigns and further motivates user to share the latter. 1.3 Online Consumers behaviour towards e-Marketing Online users mostly dont have physical comfort provided by offline stores and a communication which is face to face. This concept is related to security problems and stories of fraud and internet commerce (Chaffey et al., 2009). As a result, consumers look for evidence of trust on a website, which may include brand familiarity or site appearance and quality of content, site may have official recognition and other recommendations given by users. Ha (2004) completes this discussion, by excusing that consumers have grown more internet savvy, they now insist on interacting with firms they trust. Various other trust factors are also added like privacy (risk of giving personal information), security related with payment risks, navigation like fulfilling access to various kind of information and related to order fulfillment (Bart et al., 2005; Ha, 2004). However, there are consumers who buy only on company websites: but also have other online sources, is important to purchase choice. Following the research conducted by AOL UK (2006), about 77% of all the respondents accord that if they read a negative review about a product on internet related, it would make them think about their purchase, 42% assumed that they had to switch and move towards a different brand. One of the most important sources for online information is the search engines, which is followed closely by websites of famous brands, price comparison websites and reviews/opinions available on internet, are written by experts, customer reviews on websites. One of the important factors is that these online sources for information reduce time spent in comparing product quality which is to be done before purchase, this is a common aspect related to offline context (Huang et al., 2009). As a result, it is important to carry on here   that the trust factors has an important role related to consumers perceptions towards online marketing, also consumers need to reach for different sources related to information of products they want to buy. 1.4 Attitudes of Online Consumers Towards e-Marketing Breitenbach and Van Doren (1998) studied five distinguished kind of internet users, which are accorded by different academics to continue valid currently (Chaffey et al., 2009): organized information seekers: Those who want to get information for product or leisure, services information, that generally are not brought online Unorganized information seekers: They are referred as â€Å"surfers†, and such users want to browse and change web sites using links, looks for interesting or different things and are   more expected to click on ads or banner Organized buyers: Such users are usually get online to purchase something specific. Websites which compare various products have an important role in this case. Bargain hunters: Users who want to get offers and promotions, so as to vindicate their investment in shopping. Entertainment seekers Such users look for complete online entertainment in various contests like puzzles ,quizzes, or games for multi-player, and lik to interact with various animated features available on web site Recently, a study from EConsultancy (2004) found a similar classification for online consumer behaviour, stating it does not involve behaviours which are applied to various people on the basis of product or occasion; different individuals may react or behave differently. The report found the â€Å"Tracker† and the â€Å"Explorer† concept. But it needs to be explored in detail, and is the kind of consumer who dont have any buying intention, and is exposed to internet marketing action (like Search Engine Marketing), which may result in a conversion. 1.5 Attitudes towards search engines To conduct product or service explores, consumers mostly use search engines. These are powerful consumer tools which retrieve relevant information related to products or services. Consumers can perform quick searches which are online by simply issuing queries built up of search products or services (Kumar and Lang, 2007). However, it is very important to note that not all consumers are searching for particular products; consumers mainly want to know for information on search engines. In reality, as Smith (2009) states, Yahoo and Googles (worlds most used search engine) objective is to retrieve relevant information related to the words queried. More so, information websites forever rank higher in comparison to profit-driven sites, continuing here an important dispute for Search Engine Marketing. To understand this consumer search engine conduct, iProspect a Search marketing company in (2006) carried out a research on the way consumers use search engines. The major findings were that 62% of users only look only at first page of results and ignore the rest. Aula and Rodden (2009) accomplished this finding, by demonstrating that users assess search results very quickly and most of the times make unconscious decisions, centering mainly on first two results for a particular search as shown in (Figure 1). iProspect also expresses that when consumers do not get what they were looking for, about 41% change their search term and 82% complicate their search with other complementary words. As for prestige, it was ascertained that about 36% consider that the firms enrolled at the top of search are best brands in market. The final feeling was that comparing with sponsored area, which is between 60% and 80% and click on natural or organic listings of search page. It remains to be searched why users mostly like organic links, and reasons behind not flicking on sponsored links. 1.6 Attitudes towards Emails Following a analysis by Habeas (2008), irrespective of email and other internet threat concerns, users are still and will continue to be dependent on email, irrespective of their relationships with business organization or from each one other through web 2.0 applications. The study   has revealed that nearly 69% of total users expressed concern related to email fraud scams, and many of them do not know how can they distinguish between possibly dangerous and emails that are trustable. It also showed that majority prefer firms that offer choices and content of emails. Mintel (2008) added up users that trust emails which come from similar companies who provide relevant information with least effort. In a seminar conducted by dotMailer (2009), it was mentioned that even though the current circumstance of web 2.0 era in which consumers have the power, still email is gateway to consumers. Users today have digital lives where every single user owns an email account (or may be more t Customer Attitudes Towards Search Engine Marketing Customer Attitudes Towards Search Engine Marketing Abstract The present study approaches the empathizing of the UK users behaviour with respect to internet when considere in presence of SEM (Search Engine Marketing) and related activities, conceiving the present dynamic role of online and connected consumer who uses the internet and Web 2.0 tools like Social and Media Blogs. An online form survey, reaching up to 100 respondents actively using social network sites like â€Å"Face book†, analyzed the respondents social, demographic and general characteristics, their online behaviour, and their level of conflict with SEM activities. It also discovered the most democratic and the most often used internet tools. The review findings were mostly consistent with same kind of studies conducted in different regions of United Kingdom and Europe .the review of gathered data enabled to find relevant kinships between variables and equating answers through age, gender, and hours fagged on the internet. The results will give all internet marketers a d egree of perceptivity into their direct users, and will allow them to make strategies to provide for the targeted segments effectively. Also, this study will give a vital point of cite for future research related to internet marketing, which will be useful believing the current trends and development of particular marketing activity. The application using PHP and MySQL was designed to get the responses from respondents. Based on the responses collected from the sample of 68, the data was found and the conclusion has been done based on this data collection. The online questionnaire was uploaded on the web on the url http://searchresults.net63.net From this URL, one can access the questionnaire and fill up personal details followed by the responses to different situations. Based on this response, the data was captured onto the database. This database (of MySQL) was helpful to fetch the details and behaviour of individuals towards different options available on the websites. Technical Plan This study is planned as following: Initially, an exploration of previous or existing research and the documented evidence found are placed in the literature review section (chapter 2). Following this is, an explanation of how the study was carried out, which includes research design, followed by sampling, data collection methods, the methods used   for analysis and limitations are discussed in (chapter 3). Furthermore, the answers to research interrogations are discussed in detail in chapter 4, with a systematic analysis of the survey results. The application was being designed using PHP and MySQL. The former was used as the programming language with the back end database support through MySQL. Their personal details followed by their responses to different options available on the web are analysed to have a study on their behaviour for different situations. Based on this approach, the important analysis was further explored. Lastly, the conclusion of our research is accomplished in chapter 5, where study findings are analyzed using the point of observation of their contact on additional academic or professional research, which may include practical testimonials, limitations of findings and other areas for further research. For the purpose of my experiment I had designed a small application which counts clicks on particular links. I developed it in PHP and used MySQL database. The address of the application was located on the link that was made available online at http://searchresults.net63.net. One can easy get an access to this link to fill out the details in an easy manner. This helped in getting responses in a thorough manner. Through this approach, all the data was collected. 100 respondents were approached at initial stages. However, due to lack of response rate, it was noted that there is the need to reduce the sample size. So, I asked 68 participants to do the experiment. Mainly I sent emails to friends. I also went to Universitys library and asked some people to do the experiment. Basically I gave the address to people and once they typed it in a browser. They had to chose gender, age range and how experienced internet users they are. Then there was a short description explaining what will happ en. Participants had to imagine that they are looking for a watch to buy and were given search results copied from google on a ‘buy watches phrase. They had to click on any link they liked. Then they had to imagine that they are looking for a new TV. Search results for ‘buy tv phrase were displayed and they had to click on any. Lastly they were given search results for ‘buy books and again they had to click somewhere. All the clicks were saved in a database. There were organic and sponsored links. I used some simple SQL queries on myPHPadmin panel to extract the numbers. Critical review Search Engine Marketing (SEM) or else Pay per Click (PPC) marketing and is usually known in literature as well and is one of three diverse types of online marketing. The remaining two are Search Engine Optimization (SEO) and Banner Advertising. Precisely what they are, and how they work and advantages and disadvantages of different techniques are talked over in detail later in this report. Surveys conducted by EIAA i.e. European Interactive Advertising Association show the performance of European internet users and other online buyers or shoppers. As per their Online survey (for which around 7,008 people all across the Europe including UK, France ,Germany, , Italy ,Spain, the Nordics, Netherlands   and the Belgium were interviewed) Out of the total,76% of online buyers use search engines as a source of information. This study also stated deviations between users of the UK in particular. Before investigating the topic more closely, it is significant to define the word of SEM. Though in writing this form of marketing is frequently addressed to pay per click (also occasionally written as pay-per-click) marketing (Anderson, C., 2006). First of all a few definitions of term, to constitute the literature and will be introduced. An accurate explanation will follow later. Pay per click (PPC) is placement of small ads on the search outcome on a page for a precise keyword or set of keywords in return for a individual payment when a guest actually clicks particular ad (Battelle, J. ,2005) Pay-Per-Click (PPC) Advertising: A technique of marketing where a company pays a certain sum of money each time somebody clicks on a small advertisement on a search engine‘s results page or a homepage and then takes to the advertiser‘s website (Brin, S. and Page, L., 1998). Pay-per-click (PPC): The payment form used for patronized search advertising. Advertisers set bid on keywords and pay in case when searchers click on the search results listing related with those keywords (Broder, A., 2002). Pay per click advertising used for search engines can be explained most easily by following: The placement of a small content only adverts on search result page which is activated by a particular keyword or phrase equaling typed in search box (Brooks, N., 2004a). Pay Per Click: A performance based model of paying for online ads whereby payments are made for each click on a displayed advert, if there are no clicks then there will be no fee and is also known as CPC i.e. cost per click and CPA is known as cost per action (Brooks, N. ,2004a). This essentially means that there exists text based advertisements and are displayed on search engines result page and are next to natural search listings. Such Text ads are fore grounded by the search engines with different names like sponsored links and are typically on right hand side of a result page, and is clearly distinguished from natural search results which are displayed on left. From time to time one or more than one of those advertisements are showed on top of list, over the organic search results, fore grounded through a different backdrop color. The advertising companies can then decide which key phrase or words searches performed by the search engine users and where their ad should appear (Fain, D.C. and Pedersen, J.O. ,2006).The main mechanism of a search engine marketing operation are defining of important keywords, and the bidding on keywords and a good quality written text ad through a good call to act. The advantage of such methods of advertising when compared to banner ads is to facilitate the advertiser as he has to pay only when someone in fact clicks on the advertisement, and not only for imitation, which a customer might not be able to see. Search engines can show up to 8 Text advertisements of sponsored links on one page. The order of what text advertisement is displayed and the position is defined by how much amount each advertiser is ready to pay for searched keyword. The framework of pay per click advertising is founded on a bidding system. One of the major advantages of pay per click method is that audience is already targeted, as the people are in fact looking for something connected to the product and what company is offering(Fallows, D., 2005) .While banner advertising on other hand shows the ads to customers who may not necessarily be interested in it. They may only be interested in website where banner ad is currently displayed and may not even look at banner ad or may ignore it since they are not interested in buying anything. In addition to this, the online marketer also has the option to target clients by country and even by area or city. This utility was published in 2004 by Google. As a result online marketing is available to nearby situated business for e.g. restaurants .Similarly international companies that want to put up for sale their products outside their region (Feng, J. ,2002). Google also takes the possibility to show the text ads not only on their search engine results pages but also on their websites, clearly displayed as ads by Google. This utility is called as content network. The online marketer has authority on websites where his text advertisements will be shown at, particularly concerning the content. Though it is very hard for online marketer to have a influence on any other fraction of campaign. In addition, the analysis of data is not very suitable, because all parameters cannot be displayed as online marketer would like them to (Feng, J., Bhargava,2007). A very significant topic while talking about pay per click ads is the differentiation among good traffic and bad traffic. This topic impacts mainly PPC-advertising, as the advertiser pay for every single click, while in banner advertising payment method used is pay per impression. The aim of a pay per click advertising operation is not only to make users click on advertisement and visit their advertised website, but also to attract people, who are interested in their product. While in banner advertising, advertiser needs to pay for every impression and no matter if site visitor sees the advertisement and clicks on it at PPC advertising, each click costs money. As a result of this, the text ad must not just try to draw as many clicks as feasible, but attract more clicks of people who are interested in product and are more probable to purchase the product. There are special methods to try to attain this goal, both on keyword related side and on the text ad side. In banner advertising, only method of getting improved converting traffic is to prefer the websites, where banner ad shall be displayed very cautiously. A danger of pay per click advertising, though, is the so called text box cecity. Internet users acquire the banner blindness following banner ads have been used on different websites frequently for number of years. The people mostly just do not realize banner ad any longer or don‘t show any interest in it at all. Banner ads are considered as a necessary evil so as to help lot of websites for offering free content. It is revered by many search engines that such a phenomenon may happen again with pay per click ads. Although the same may not happen in coming time soon, as the search engine users are really looking for something while using a search engine. They may not only read the subject of a site, and are looking for piece of information or stuff to buy or other things similar to that while using a search engine and looking at search engine results page. As a result it is very likely, that people will not actually acquire text box blindness (Greenspan, R., 2004). According to Andrew Goodman who have stated in his work in â€Å"Winning Results with Google AdWord† that international pay per click campaigns don‘t work that well. According to him the markets are too small for converting and running PPC campaigns are waste of money (Hotchkiss, G. ,2004).Another case to second his opinion is that effort for translating keywords and text advertisement in different languages is huge. On the other hand there exist products having huge consumer base. If the resources required to translate keywords and text ads are accessible, an attempt for getting international SEM movements may be a worth. This only makes sense, when a company actually sells products in relevant (Hansen, E., 2002). Buying key phrases in search engines entirely inspire the online advertising, as these infer the idea of Cost per Click -client of such type of advertising pays only when a visitor clicks on a precise advertisement (Carrera, 2009). Equating to SEO, PPC gives more control on visual aspect in search pages, due to amount bid and relevance of text ad (Chaffey et al., 2009). Alternatively of spending time controlling site codes and relevant contents, sellers can then pay for laying in search results (Sen, 2005). Carrera (2009) suggests that currently, main search engines have ad schemes related to hunts (Yahoo! Search Marketing, Google Adwords and Microsoft adCenter). When a particular visitor writes in search box, single or combination of   keywords, search page shows a set of sponsored links adopted by firms and organic search results, the ads are created by advertisers, with a upper limit of 25 characters in ad heading and 35 for text lines of ad and web address. As visible in Figure 2, advertisements are located in sponsored results region of searches -paid search (EConsultancy, 2008). Though, several sources point out many a time that consumers do not see difference among organic links and sponsored, clicking in links for query but with partial content (OConnor, 2009). In previous PPC programs, ranking of sponsored lists was founded on highest offer of cost per click for a particular keyword. But now, this is not essentially the case: search engines also need to pay attention towards relative click through rates of ads ads having fewer clicks will cut down the listing (Sullivan, 2007). This study is part of Quality Score, a idea shared by most of the search engines, and also analysis of match between keyword and occurrence of the keyword in text, historical click by rate, the engagement of searcher while clicking on ad, and also its loading speed and significance of the associated web page (Google, 2009). The main advantages of such an advertisement system is that it addresses the ads only to target that searched for those specific keywords, and the client only pays when users clicks on the ad. It also and allows the clients to change contents so as to the improve results, and plan the maximum amount of promotion investment and cost per click, and refine and control movements on a daily basis throughout search engine control panels (like Google Analytics). The advertisement stays online till the initial budget accomplishes the end (Google, 2009) and include the concept that PPC is very responsible, results are expected and are simpler to use in comparison to SEO, faster to get placed in search pages and branding effect. But it also has a negative side effect as well: it is highly spirited and exclusive costs per-click, scheming campaigns can be time downing, and many people will not trust ads (EConsultancy, 2008). Therefore, the dispute of this study is to study on how UK internet users differentiates between paid search results and organic search, and how often they click such paid results. 1 INTRODUCTION The topic of this explore, â€Å"Examination of UK Online Consumers sensing and Attitudes towards Marketing governed by Search Engine in context of Web 2.0† .Firstly, we need to understand what is Search Engine Marketing and is essential for contextualization of project. Carrera (2009) and Chaffey et al. (2009) have defined Search Engine Marketing as an action that affects promoting firms with the help of online search engines, to meet marketing targets by providing relevant content to users and search results, thus motivating to click on particular link. As for Search Engine Marketing Park and Kim (2008) have defined it as most measurable, strategic and governable way to build a dynamic and mutually good consumer to consumer and   also consumer to marketer communications about a certain service, product or company. It is acknowledged in field of marketing that the knowledge owned by customers, their prediction of relative conduct, and meeting expectations which is important and is key to success. As a result, internet marketers need to understand characteristics of users and internet habits of users in order to effectively find and reach target segments (Carrera, 2009; Chaffey et al., 2009). From position of consumer marketing, study of internet users and their decision making process should be based upon users characteristics and relative online behaviour. This study aims to critically find how UK online consumers comprehend and act in front of Search Engine Marketing (SEM) and other activities, and main objectives are as follows: To realize impact of internet on existing modern day marketing. To look into the current circumstance of the Web 2.0 consumer, and its role on web To realize the modern day internet Consumers conduct towards marketing To look into key concepts related to Internet Marketing, poring specifically on SEM (Search Engine Marketing). To examine the ways UK consumers comprehend SEM activities, and evaluate mental attitude towards SEM activities. To suggest testimonials for further study or schemes in internet marketing context During the procedure of secondary search, there are several key questions ,   which forms the foundation of form elaboration: To what extent trust issues are a concern when analyzing activities for internet marketing and their effectiveness? How do consumer performs searches using search engine pages and what is considered more important during the search? Why internet users choose massively the organic results retrieved from a search engine page, instead of frequented links? What incites internet users in forward marketing emails to their friends and other users? How far consumers engage in company blogs and various social network pages? How do users interact with blogs and various social network pages? From a point of view of a user, web search engines require to provide applicable and useful results in reply to some user input, usually a query. Web search engines employ dozens of factors in knowing how to score significance and to rank the found results. Typically, the internet user has no thought what factors has lead to particular result being ranked and retrieved. One exception to this is sponsored links. Many web search engines currently give at least two types of search listings for web Search Engine Results Page (SERP). First type of links is non sponsored list, which web search engine show with the help of proprietary algorithms (Hotchkiss, G. ,2006). The other type of link is the sponsored list, which comes due to a bid on phrase that searcher has entered in his query. Most of the major web search engines available today present sponsored and non sponsored listings in different areas of SERP. For this one (and frequently only one Category), searchers are informed in broader terms how these result are retrieved. Why other results are not highlighted (for e.g., anchor text, page rank)? Certainly, the causal motivation is to highlight the economic motivation that caused the sponsored listing to come into view. Study shows that web searchers are biased against sponsored links (Hotchkiss, G., 2004). Though, assuming that web searchers wish relevant and helpful results in reply to their queries and sponsored links are as appropriate as against non sponsored results, are web search engines doing the web searchers a disservice by stressing the sponsored links so prominently? 1.1 The impact of the Internet on consumer marketing Analyzing the internet with regards to consumer marketing is important to understand .A simple question which arises is: What factors affect Internet consumer marketing? According to Chaffey et al. (2009) internet has enhanced marketing as first website made in 90s was (http://info.cern.ch/) (CERN, 2008), and now, there are more than one billion users using internet regularly and the manner companies sell products or services and way consumers react has changed emphatically. Peterson et al. (1999) honor this idea, debating that World Wide Web owned maximum potential for marketing. Drawing Success in business mostly depends upon technological knowledge and further gives competitive edge and remains continuous process. There are many authors who conceive that Internet play an important major impact on Marketing mix 4 Ps: in Product Mix, digital brought different services and products (e.g. software) and further added new features to already existing ones (Carrera, 2009). Avlonitis and Karayanni (2000) admit to the fact that internet helped the discovery of user needs, cut across and product testing; In Price Mix, Carrera (2009) expresses that there is significant reduction in costs is seen, which developed firms selling products or services at a very low price, with the use of web sites for e.g. a low-cost airlines. Nevertheless, the customization of services and products allows companies to appoint premium price, as they abide by with buyers tastes and is studied in detail by (Chaffey et al., 2009); For the Place, products and services like home banking has facilitated the interaction and reduced costs in comparison to other distribution channels. Besides, the ability to continue information related to clients is much more effective than traditional transfers, dealing the Promotion, with regards to digital context and advertising adapts directly to the needs of consumers, as it collects information related to these for e.g. detection   of IP address and profile of buyer for suggestions (Carrera, 2009). Furthermore, the promotion of a service /product is now also built by C2C basis, which is very difficult to control and there are different ways to manage (Mangold and Fauls, 2009), and will be analyzed later in project. All these elements have changed the manner consumers behave with companies, thus bringing a wider choice from all the different suppliers, and are a means to selecting and purchasing of items has turned out to be easier and faster. But for long customers are engaged and confident of this new way of marketing. 1.2 Web 2.0 A paper was published by Microsoft (2007), stating that web 2.0 is changing the internet into a powerful and authoritative medium, changing the way how society believes and behaves or reacts. The report confirms that especially social networking process is gathering people from different communities, and acting as a medium for personal reflection. This is consistent And is in accordance with Fu et al. (2007), and is said that use of collaborative technologies leads to an extraordinarily fast growing community which is virtual, here people pass by and share their information. These authors have agreed on the fact that World Wide Web is moving towards social web, and users have an important role in all the aspects of business and remains to be the main focus in this study. Consumers have embraced role of an important agent, who can express themselves using new tools, like wikis blogs or social networks (Carrera, 2009). In similar manner, Cheung and Lee (2009) contend that web has moved from being mere medium of information into a medium of content creation and further sharing. Chaffey et al. (2009) further gives arguments that the widespread acceptation of high speed broadband and world-wide media experiences are more and more used to absorb consumers with each other and also with companies. More and more people discuss online and interact with products and brand campaigns, in a manner of â€Å"viral effect†. These authors are in line with Carreras definition, which suggests that by addition of Web 2.0 it enhances in promoting interaction and user yielded content using virtual community and participation of social network, content ratings and widgets and tagging. However, it remains to be seen is how users are willing to absorb the internet marketing campaigns and further motivates user to share the latter. 1.3 Online Consumers behaviour towards e-Marketing Online users mostly dont have physical comfort provided by offline stores and a communication which is face to face. This concept is related to security problems and stories of fraud and internet commerce (Chaffey et al., 2009). As a result, consumers look for evidence of trust on a website, which may include brand familiarity or site appearance and quality of content, site may have official recognition and other recommendations given by users. Ha (2004) completes this discussion, by excusing that consumers have grown more internet savvy, they now insist on interacting with firms they trust. Various other trust factors are also added like privacy (risk of giving personal information), security related with payment risks, navigation like fulfilling access to various kind of information and related to order fulfillment (Bart et al., 2005; Ha, 2004). However, there are consumers who buy only on company websites: but also have other online sources, is important to purchase choice. Following the research conducted by AOL UK (2006), about 77% of all the respondents accord that if they read a negative review about a product on internet related, it would make them think about their purchase, 42% assumed that they had to switch and move towards a different brand. One of the most important sources for online information is the search engines, which is followed closely by websites of famous brands, price comparison websites and reviews/opinions available on internet, are written by experts, customer reviews on websites. One of the important factors is that these online sources for information reduce time spent in comparing product quality which is to be done before purchase, this is a common aspect related to offline context (Huang et al., 2009). As a result, it is important to carry on here   that the trust factors has an important role related to consumers perceptions towards online marketing, also consumers need to reach for different sources related to information of products they want to buy. 1.4 Attitudes of Online Consumers Towards e-Marketing Breitenbach and Van Doren (1998) studied five distinguished kind of internet users, which are accorded by different academics to continue valid currently (Chaffey et al., 2009): organized information seekers: Those who want to get information for product or leisure, services information, that generally are not brought online Unorganized information seekers: They are referred as â€Å"surfers†, and such users want to browse and change web sites using links, looks for interesting or different things and are   more expected to click on ads or banner Organized buyers: Such users are usually get online to purchase something specific. Websites which compare various products have an important role in this case. Bargain hunters: Users who want to get offers and promotions, so as to vindicate their investment in shopping. Entertainment seekers Such users look for complete online entertainment in various contests like puzzles ,quizzes, or games for multi-player, and lik to interact with various animated features available on web site Recently, a study from EConsultancy (2004) found a similar classification for online consumer behaviour, stating it does not involve behaviours which are applied to various people on the basis of product or occasion; different individuals may react or behave differently. The report found the â€Å"Tracker† and the â€Å"Explorer† concept. But it needs to be explored in detail, and is the kind of consumer who dont have any buying intention, and is exposed to internet marketing action (like Search Engine Marketing), which may result in a conversion. 1.5 Attitudes towards search engines To conduct product or service explores, consumers mostly use search engines. These are powerful consumer tools which retrieve relevant information related to products or services. Consumers can perform quick searches which are online by simply issuing queries built up of search products or services (Kumar and Lang, 2007). However, it is very important to note that not all consumers are searching for particular products; consumers mainly want to know for information on search engines. In reality, as Smith (2009) states, Yahoo and Googles (worlds most used search engine) objective is to retrieve relevant information related to the words queried. More so, information websites forever rank higher in comparison to profit-driven sites, continuing here an important dispute for Search Engine Marketing. To understand this consumer search engine conduct, iProspect a Search marketing company in (2006) carried out a research on the way consumers use search engines. The major findings were that 62% of users only look only at first page of results and ignore the rest. Aula and Rodden (2009) accomplished this finding, by demonstrating that users assess search results very quickly and most of the times make unconscious decisions, centering mainly on first two results for a particular search as shown in (Figure 1). iProspect also expresses that when consumers do not get what they were looking for, about 41% change their search term and 82% complicate their search with other complementary words. As for prestige, it was ascertained that about 36% consider that the firms enrolled at the top of search are best brands in market. The final feeling was that comparing with sponsored area, which is between 60% and 80% and click on natural or organic listings of search page. It remains to be searched why users mostly like organic links, and reasons behind not flicking on sponsored links. 1.6 Attitudes towards Emails Following a analysis by Habeas (2008), irrespective of email and other internet threat concerns, users are still and will continue to be dependent on email, irrespective of their relationships with business organization or from each one other through web 2.0 applications. The study   has revealed that nearly 69% of total users expressed concern related to email fraud scams, and many of them do not know how can they distinguish between possibly dangerous and emails that are trustable. It also showed that majority prefer firms that offer choices and content of emails. Mintel (2008) added up users that trust emails which come from similar companies who provide relevant information with least effort. In a seminar conducted by dotMailer (2009), it was mentioned that even though the current circumstance of web 2.0 era in which consumers have the power, still email is gateway to consumers. Users today have digital lives where every single user owns an email account (or may be more t