Rousseau, Thoreau, And Marx - 1238 Words

Rousseau, Thoreau, and Marx discuss man’s alienation from nature and his/her natural conscience, which is sublated by material consciousnesses that are symbolic of: luxury, liberty, and capital. The alienating effects in the transition from feudalism to the modern state are grounded within: the luxury of â€Å"commerce and money† (Rousseau, â€Å"Science and Arts,† 16); onto a false sense of liberty in â€Å"commerce and agriculture† (Thoreau, â€Å"Civil Disobedience,† 228); then towards capital in â€Å"commerce† and â€Å"industry† (Marx, â€Å"Manifesto,† 210). Man, therein, reframes his/her image under the forces of production which reconstitutes their personal worth. S/he is estranged from their intrinsic life-process by the alienating practices of conditioning ideologies under hegemonic control. Wherein Rousseau, Thoreau, and Marx criticised the ideologies of power (iconography, patriotism, capitalism) and brought to the forefront the question of freedom and necessity. Whereby luxury had been misread as liberty, and freedom was seen in the industry of capital. In juxtaposition Zinn, Noble, and Saul discuss man’s alienation from his fellow (wo)men and his/her natural fraternity, which is separated by ideal consciousnesses influenced by semantics of: ideology, policy, and technology. The self-alienating effects in the transition from industrialisation to modernisation are established within: the ideologies of â€Å"political rhetoric† (Zinn, â€Å"Scholarship,† 507); theShow MoreRelatedDr Martin Luther King Jrs Influence on the Social and Political Culture of the Country2658 Words   |  11 Pagesactivism also bore roots in the rich soil of philosophy. As Blakely (2001) points out, As Martin moved on to the seminary, he began to pass countless hours studying social philosophers, including Plato, Aristotle, Rousseau, Hobbes, Bentham, Mill, and Locke. Next, Thoreau, Hegel and Marx grabbed Kings attention, as did Reinhold Niebuhr and of course Mohandas K. Gandhi (Blakely, 2001). It was Gandhi who perhaps had the strongest influence on Kings methodologies of civil disobedience. Therefore, Kings

Short Story - 1430 Words

Angelos stood on the same chair that Eric stood on, and announced, â€Å"People, we need to focus. We will attack, soon. We need more action than conversation. Focus people, focus†¦ Please, text your friends and family on the pier and tell them. We will get our supplies together and attack them. Each store should protect itself at this moment.† â€Å"I admire a man who focuses on his present.† Rose said, â€Å"Everything has its time, a time to know our past. A time to focus on our present. A time to prepare for our future. We need to focus on the issue.† â€Å"I cannot fight. I am a simple nurse.† A forty woman said. â€Å"We have old people, pregnant women, and children,† A man said, â€Å"We need the medical personnel here in case of emergency.† â€Å"True, we need to†¦show more content†¦Derek and Eric took the knives and gave it to the people willing to fight. Other people helped the fighters to put food tray and seat cushions under the fighter’s clothes to protect their vital organs. â€Å"We have a kitchen with vinegar, lemon juice, and onion, we can spray on them to burn their eyes. We try to take the weapons from them while they are rubbing their eyes. I need from the toy store water guns to fill it. Text the people in the toy store and ask them for water guns with the big pump. â€Å"Her idea can work. We need to get them from the toy store,† Angelos said. He went upstairs with four other men to bring the water guns from the toy store. The toy store’s manager was on the second floor with his workers to make a pathway, and He said to the people on the first floor. â€Å"Get me all the water guns with a big bump.† In the toy store, the people gathered the water guns; they put them in cardboard boxes and large plastic containers. When they fill out a box, one gave it to the toy store manager who on the second floor. Each box passed from the person to person until it reached to the Angelos and four men. They gave it to the people in the Star Cafà ©. Angela, Angelos, and many customers run into the kitchen to fill the water guns with vinegar, lemon juice, and onion juice. A great team effort in the kitchen; the people divide intoShow MoreRelatedshort story1018 Words   |  5 Pagesï » ¿Short Stories:  Ã‚  Characteristics †¢Short  - Can usually be read in one sitting. †¢Concise:  Ã‚  Information offered in the story is relevant to the tale being told.  Ã‚  This is unlike a novel, where the story can diverge from the main plot †¢Usually tries to leave behind a  single impression  or effect.  Ã‚  Usually, though not always built around one character, place, idea, or act. †¢Because they are concise, writers depend on the reader bringing  personal experiences  and  prior knowledge  to the story. Four MajorRead MoreThe Short Stories Ideas For Writing A Short Story Essay1097 Words   |  5 Pageswriting a short story. Many a time, writers run out of these short story ideas upon exhausting their sources of short story ideas. If you are one of these writers, who have run out of short story ideas, and the deadline you have for coming up with a short story is running out, the short story writing prompts below will surely help you. Additionally, if you are being tormented by the blank Microsoft Word document staring at you because you are not able to come up with the best short story idea, youRead MoreShort Story1804 Words   |  8 PagesShort story: Definition and History. A  short story  like any other term does not have only one definition, it has many definitions, but all of them are similar in a general idea. According to The World Book Encyclopedia (1994, Vol. 12, L-354), â€Å"the short story is a short work of fiction that usually centers around a single incident. Because of its shorter length, the characters and situations are fewer and less complicated than those of a novel.† In the Cambridge Advanced Learner’s DictionaryRead MoreShort Stories648 Words   |  3 Pageswhat the title to the short story is. The short story theme I am going conduct on is â€Å"The Secret Life of Walter Mitty’ by James Thurber (1973). In this short story the literary elements being used is plot and symbols and the theme being full of distractions and disruption. The narrator is giving a third person point of view in sharing the thoughts of the characters. Walter Mitty the daydreamer is very humorous in the different plots of his dr ifting off. In the start of the story the plot, symbols,Read MoreShort Stories1125 Words   |  5 PagesThe themes of short stories are often relevant to real life? To what extent do you agree with this view? In the short stories â€Å"Miss Brill† and â€Å"Frau Brechenmacher attends a wedding† written by Katherine Mansfield, the themes which are relevant to real life in Miss Brill are isolation and appearance versus reality. Likewise Frau Brechenmacher suffers through isolation throughout the story and also male dominance is one of the major themes that are highlighted in the story. These themes areRead MoreShort Story and People1473 Words   |  6 Pagesï » ¿Title: Story Of An Hour Author: Kate Chopin I. On The Elements / Literary Concepts The short story Story Of An Hour is all about the series of emotions that the protagonist, Mrs. Mallard showed to the readers. With the kind of plot of this short story, it actually refers to the moments that Mrs. Mallard knew that all this time, her husband was alive. For the symbol, I like the title of this short story because it actually symbolizes the time where Mrs. Mallard died with joy. And with thatRead MoreShort Story Essay1294 Words   |  6 PagesA short story concentrates on creating a single dynamic effect and is limited in character and situation. It is a language of maximum yet economical effect. Every word must do a job, sometimes several jobs. Short stories are filled with numerous language and sound devices. These language and sound devices create a stronger image of the scenario or the characters within the text, which contribute to the overall pre-designed effect.As it is shown in the metaphor lipstick bleeding gently in CinnamonRead MoreRacism in the Short Stor ies1837 Words   |  7 PagesOften we read stories that tell stories of mixing the grouping may not always be what is legal or what people consider moral at the time. The things that you can learn from someone who is not like you is amazing if people took the time to consider this before judging someone the world as we know it would be a completely different place. The notion to overlook someone because they are not the same race, gender, creed, religion seems to be the way of the world for a long time. Racism is so prevalentRead MoreThe Idol Short Story1728 Words   |  7 PagesThe short stories â€Å"The Idol† by Adolfo Bioy Casares and â€Å"Axolotl† by Julio Cortà ¡zar address the notion of obsession, and the resulting harm that can come from it. Like all addictions, obsession makes one feel overwhelmed, as a single thought comes to continuously intruding our mind, causing the individual to not be able to ignore these thoughts. In â€Å"Axolotl†, the narr ator is drawn upon the axolotls at the Jardin des Plantes aquarium and his fascination towards the axolotls becomes an obsession. InRead MoreGothic Short Story1447 Words   |  6 Pages The End. In the short story, â€Å"Emma Barrett,† the reader follows a search party group searching for a missing girl named Emma deep in a forest in Oregon. The story follows through first person narration by a group member named Holden. This story would be considered a gothic short story because of its use of setting, theme, symbolism, and literary devices used to portray the horror of a missing six-year-old girl. Plot is the literal chronological development of the story, the sequence of events

Fdi’s in Retail Sector in India-a Special Focus on Farmers. Free Essays

FDI’S IN RETAIL SECTOR IN INDIA – A SPECIAL FOCUS ON INDIAN FARMERS. PAPER PRESENTED BY M. V. We will write a custom essay sample on Fdi’s in Retail Sector in India-a Special Focus on Farmers. or any similar topic only for you Order Now KALESWARA RAO, K. CHALAPATHI RAO DASARI. NIVAS. (Research Scholars) Dept Of Economics, Kakatiya University. WARANGAL. ? FDI’S IN RETAIL SECTOR IN INDIA – A SPECIAL FOCUS ON INDIAN FARMERS. The Foreign Direct Investment means â€Å"cross border investment made by a resident in one economy in an enterprise in another economy, with the objective of establishing a lasting interest in the investee economy. FDI is also described as â€Å"investment into the business of a country by a company in another country†. Mostly the investment is into production by either buying a company in the target country or by expanding operations of an existing business in that country†. Such investments can take place for many reasons, including to take advantage of cheaper wages, special investment privileges (e. g. tax exemptions) offered by the country. Major benefits of FDI : (a) Improves forex position of the country; (b) Employment generation and increase in production ; c) Help in capital formation by bringing fresh capital; (d) Helps in transfer of new technologies, management skills, intellectual property (e) Increases competition within the local market and this brings higher efficiencies (f) Helps in increasing exports; (g) Increases tax revenues GLOBAL RETAILING SCENARIO: Retail has played a major role in improving the productivity of the whole economy at large. The positive impac t of organized retailing could be seen in USA, UK, and Mexico and also in China. Retail is the second largest industry in US. It is also one of the largest employment generators. It is also important to understand that Argentina, China, Brazil, Chile, Indonesia, Malaysia, Russia, Singapore and Thailand have allowed 100% FDI in multi brand retail. These countries benefited immensely from it. Also small retailers co-exist. The quality of the services has increased. China permitted FDI in retail in 1992 and has seen huge investment flowing into the sector. It has not affected the small or domestic retail chains on the contrary small retailers have increased since 2004 from 1. 9 million to over 2. million. Take for example Indonesia where still 90% of the business still remains in the hand of small traders. FDI IN RETAIL PRESENT STATUS: 51% FDI in multi brand Retail and 100% in single brand is put hold till the time consensus is reached between the political parties. There is stiff opposition being seen within the UPA allies in context of FDI in retail. Also opposition party is seeing this as an opportunity to get the political mileage. REASONS FOR ALLOWING FDI’s IN RETAIL MARKETS Foreign Direct Investment (FDI) complements and supplements domestic investment. Domestic companies are benefited through FDI, by way of enhanced access to supplementary capital and state-of-the-art technologies; exposure to global managerial practices and opportunities of integration into global markets. Government had instituted a study, on the subject of â€Å"Impact of Organized Retailing on the Unorganized Sector†, through the Indian Council for Research on International Economic Relations (ICRIER), which was submitted to Government in 2008. The ICRIER study indicated significant benefits for various stakeholders, such as consumers, farmers and manufacturers, arising from the growth of organized retail. Based upon the study, as well as the experience of other countries, it is the Government’s assessment that implementation of the policy permitting FDI, up to 51%, in multi-brand retail trading, is likely to facilitate greater FDI inflows into front and back-end infrastructure; technologies and efficiencies to unlock the potential of the agricultural value chain; additional and quality employment; and global best practices. This, in turn, is expected to benefit consumers and farmers in the long run, in terms of quality and price. The 30% mandatory sourcing condition has been incorporated to encourage local value addition and manufacturing. The increased level of activity, in the front-end, as well as in the back-end, resulting from greater FDI inflows, is expected to create additional employment opportunities for rural and urban youth. It is, further, expected to encourage existing traders and retail outlets to upgrade and become more efficient, thereby providing better services to consumers and better remuneration to the producers from whom they source their products. There is no procedure to shortlist companies. Foreign investors desirous of investing in retail trade (multi brand or single brand) in India are required to submit their applications in the Department of Industrial Policy Promotion, where their applications are examined to determine whether the proposed investment satisfies the notified guidelines, before being considered by the Foreign Investment Promotion Board, in the Ministry of Finance, for Government approval. As per some news items published on 17. 11. 012, Wal-Mart, USA, is stated to be inquiring into allegations of potential violations, under the Foreign Corrupt Practices Act of USA, in certain countries where the company is operating. India has stringent anti-corruption laws. Any corrupt practices are liable to be dealt appropriately under applicable laws. This information was given by the Minister of State for Commerce Industry Dr. S. Jagathrakshakan in written reply to a question in Rajy Sabha. IMMENSE GROWTH OPPORTUNIT Y FOR RETAILERS India is Asia’s third largest retail market after China and Japan. Organized retailing is very virgin space in India. It provides immense growth opportunity. Only 5% of the total sales are being done by organized retailer. Currently Indian Retail sector have sales of around $500 billion. Retail sector is expected to have sales of $900 billion by 2014. It still far behind China, whose retail sales by 2014 is expected to cross $4500 billion mark. Purchasing power of Indian urban consumer is growing and branded merchandise in categories like Apparels, Cosmetics, Shoes, Watches, Beverages, Food and even Jewellery, are slowly becoming lifestyle products that are widely accepted by the urban Indian consumer. The Indian retail sector can be broadly classified into: Food Retailers Health and beauty Products Clothing and Footwear Home Furniture Household goods Durable goods Leisure Personal Goods Of these above segment Food and beverage and clothing segment is expected to grow exponentially. GROWTH DRIVERS OF INDIAN RETAIL SECTOR: Rising Income and increase in convergence of consumer taste and preferences. Dual family Income. Knowledge about different product through different medium like Internet, Television etc. Also knowledge abou t the latest trend and fashion. 7% of the India’s population is under the age of 30. This category is driving the consumption story. Emergence of new retailing format. Availability of Credit Facilities. HOW FARMERS TO GET BENEFITED: Farmers in India get only 10%-12% of the price the consumer pays for the agri-products. Coming of organized retailing will benefit farmers in big way. Big retailers sell their product at very competitive prices. So, they so urce it directly from the farmers. Middle man does not have any place in this format of retailing. This will not only benefit farmers but also help in checking the food inflation. Also India has very inadequate facilities to store the food grains and vegetables. As the investment will flow into back end infrastructure, supply chain will get strengthened. Storage is a major problem area and 20%-25% of the agri products get wasted due to improper storage. Another area which is also the cause of concern is movement of vegetable and other perishable agri item from one place to another. Lack of proper transportation forces the farmer to sell their produce in local market. This results in the lower realization on the produce. Impact of FDI on farmers all over the world: In 1970, hog producers received 48 cents of each dollar spent on pork. in 2000 they received only 12 cents. Prices to consumer did not decrease. †¦ In 1990 ranchers and farmers received 60 cents of the dollar spent on beef, retailers received 32. 5 and meat companies 7. 5 cents. In 2009 Farmers received 42. 5cent (down by 17. 5), retailers 49 cents, meat packers 8. 5cents. .. †¦ 4 pints of milk in UK costs 1. 45 pounds and farmer receives 40%(58 pence) of it. Causing a loss of 3 pence per 4 pints. Causing small farmers to close there shops. In Indian farmer receives 75% of consumer spend on a litre of milk. †¦ US farmers received direct commodity subsidies of over $167 Bn in 1995-2010. EU paid farmers direct subsidies of $51 Bn in 2010 alone. So why these big retailers are not helping reduce the subsidies to the farmers. †¦ †¦. In Mexico 25% of small farmers are off farming now due to big retail and imports under NAFTA. †¦. As mentioned in image above in Europe flow of goods from 3. 2 million farmers is controlled by 110 buying desks of big retailers catering to 160 million consumers. Today India has more than 600 million (78% 0f total farmer population) small and marginal farmers and a huge consumer base of more than a billion. Now imagine what havoc it may create when our small and marginal farmers will have to compete with bigger farmers of developed nation who fetch huge subsidies from their governments. 32 Lakh European farmers received total subsidy of Rs 26,970 Crores i. e. average Rs 8,41,68 per head approx. Now 21 Crore Indian farmers received total subsidy of nearly Rs. 1,54,00 Crores i. e. average Rs 19,494 per head approx. Now if tomorrow these retail giants start importing (using free trade agreement) from foreign farmers since the prices would much lesser with the help of their governments where would Indian farmer go? Why FDI is Opposed by Local People or Disadvantages of FDI : (a) Domestic companies fear that they may lose their ownership to overseas company (b) Small enterprises fear that they may not be able to compete with world class large companies and may ultimately be edged out of business; (c) Large giants of the world try to monopolise and take over the highly profitable sectors; (d) Such foreign companies invest more in machinery and intellectual property than in wages of the local people; (e) Government has less control over the functioning of such companies as they usually work as wholly owned subsidiary of an overseas company; SIDE EFFECTS OF THE FDI AND SOLUTION: Nevertheless much said about good things that FDI in retail will bring but argument will not be justified if we do not take into account the grey areas. Some of the grey areas are: -Predatory pricing could strangulate the domestic retailers. -It has been seen MNCs retailers uses there big size to kill competitors. -In order to bring goods at lowest possible price for customers they squeeze the margins of their suppliers. So as claimed by thousand that suppliers will benefit, it still doubted. In order to correct these anomalies, India need to have strong regulator for the sector. And at the same time strengthen the Competition Commission of India before these Big Retailers prowls into the Indian Territory. How can Indian farmer compete with rival farmers, – when basic infrastructure is not in place? – when rival farmers receive subsidies almost triple the yearly turnover of Indian farmers? – when crop insurance is not in place? I’m afraid that such uneven and misplaced competition would lead our farmers off their land into labours jobs since they do not have enough capital and supporting government. On other hand that farmer’s income will be improved argument fails sharply since even after having established big retailers network the USA and EU is consistently increasing the subsidies to the farmers and still their farmers are into losses. What is the guarantee that FDI in multi-brand retail won’t displace Indian farmers? and put pressure on government to increase the subsidies too? Lastly, lets not blindly copy paste western models. We can definitely learn from them but by looking evenly at all sides and not just one which is shiny. Brief Latest Developments on FDI (all sectors including retail):- 2012 – October: In the second round of economic reforms, the government cleared amendments to raise the FDI cap (a) in the insurance sector from 26% to 49%; (b) in the pension sector it approved a 26 percent FDI; Now, Indian Parliament will have to give its approval for the final shape,† 2012 – September : The government approved the a) Allowed 51% foreign investment in multi-brand retail, (b) Relaxed FDI norms for civil aviation and broadcasting sectors. – FDI cap in Broadcasting was raised to 74% from 49%; (c) Allowed foreign investment in power exchanges 2011 – December : (i) The I ndian government removed the 51 percent cap on FDI into single-brand retail outlets and thus opened the market fully to foreign investors by permitting 100 percent foreign investment in this area. While the government claims that foreign direct investment (FDI) in multi-brand retail chains will create jobs, not a single global behemoth has come forward to set up shop in the country. A senior official of the commerce and industry ministry confirmed to Mail Today that â€Å"we have not received any application so far for FDI in retail†. According to industry sources, big foreign retail chains such as Walmart , Tesco and Carrefour that were expected to respond to the government’s decision have gone into wait-and-watch mode due to uncertainty over the issue. Although Parliament had cleared the Bill to allow 51 per cent FDI in retail last December, the Opposition still had the right to a 30-day time limit to make amendments to the modifications in the Foreign Exchange Management Act (FEMA) that the government had made to implement the decision. Since the notification on the changes in FEMA was tabled In Parliamenton November 30 and the 30-day period did not end even on December 20, which was the last day of the Winter Session, this right can only be exercised in the Budget Session. Commerce minister Anand Sharma has been trying his level best to get Walmart, Tesco and Carrefour on board and held several meetings with them. However, there is little point for a foreign retailer to invest money until this uncertainty on FEMA is cleared,a ministry official said. Left parties, in fact, have now moved a motion against the changes made in FEMA to implement the FDI decision and this has been admitted by the chairman of the Rajya Sabha during the current Budget Session. This will require a fresh round of voting for clearance. The Supreme Court has also added to the uncertainty as during the course of hearing a plea against FDI in multi-brand retail, it said that interests of small traders should not be affected. The apex court has said that there is apprehension in the minds of small traders that their business would be affected with the coming of multinational companies in the retail sector which needs to be addressed by putting some regulatory mechanism in place. The court Bench had also stated that big companies can bring down prices through unfair trade practices forcing small traders to shut their shops. Subsequently, these companies will increase the price and monopolise the market. According to senior officials, with general elections fast approaching, the political opposition to the move is expected to become even more vociferous. A senior official said that although the Bahujan Samaj Party and the Samajwadi Party had bailed out the government during the voting for the Bill, they have made it clear that they are in principle opposed to the move as it will cost jobs in the country. CONCLUSION: We wish row over FDI in retail gets over soon and India should embrace new era of retailing. And Govt makes right kind of body to vigil these giants. Indian consumers are waiting to splurge. Indian consumers’ balance sheet is still clean, which provide much of room to consumption related debt. How to cite Fdi’s in Retail Sector in India-a Special Focus on Farmers., Papers

Advertising and Adidas free essay sample

The need for Aids currently is for them to increase their market share specially in the united States. The current issues for Aids are that Mike is increasing their market share in Europe where Aids was the leader in the market. Mike by 2003 increased their market share in Europe in the soccer industry to 34% which surpassed the market share of Aids which left them at 30%. Aids main issue is to increase market share in the United States where Mike is the current leader with 40% of the market share compared to Aids who has 16% of the market share. The main focus of Aids is to gain the basketball market share in the United States. Drake from Global Media Group is having difficulties convincing Aids America that mobile media is the latest and innovate approach to target the target market that Aids is aiming to reach. But with the downfall and decline of the dot. Com era in 2000 convincing Aids or any other company at this point was not a simple task.Another issue for Aids is that the United States lagged in the latest technology for this media to penetrate into that market so Aids was able to test it in the European market prior to entering the United States market with this media. When Drake from Global Media Group spoke with Aids United States they were against the idea of using mobile marketing until they saw the proposal, and then they jumped on board. SOOT Strengths Aids is one of the most well-known athletic brands around the world, which gives them the advantage to market their products using innovative tools due to the strength of their brand name. There are many strengths that mobile marketing can bring to Aids. Currently people are giving up their landlines for their mobile phones which would increase Disdains population to target through this media. Also if Aids sends promotions items such as rhinestones ND wallpapers it is less clutter than paper advertisements meaning consumers would retain these advertisements much more than the traditional paper advertisement. Also mobile users use their mobile phones for daily use for music, memos, planners, internet, emails and reminders.So sending media via mobile would target more people than having an advertisement in a magazine or on TV. Another strength for Aids is that they have the budget and capability to implement this marketing and have the resources such as celebrities to endorse their products, which many companies do not have.. Weaknesses Some of the weaknesses for mobile marketing are the lack of user experience or knowledge of smartness. There are many consumers in the target market that may not be fully aware or capable of how to use their mobile devices, therefore the mobile marketing would not reach these consumers.There is also the risk of consumers not purchasing smartness which would also decline the efficiency and effectiveness of mobile marketing. Another weakness for Aids is the loss in market share. In the United States they lack market share against the biggest competitor Mike whom has 40% of the racket share compared to Aids who has 16% of the market share. Also by 2003 Aids also lost their lead in market share in the Soccer sector in Europe which they were the market leaders prior to this time. In 2003 Aids was four percent behind in being the market leader against their biggest competitor Mike. Opportunities With mobile media there are many opportunities as it is the newest technology, for example applications and the various communicating tools used on smartness is a leading trend. Mobile marketing can promote consumers to keep track of latest trends by using their mobile devices. For people that are fashion savvy they are able to download and keep ads or coupons on their mobile phones without having to deal with paper clutter. Aids target market is located in the United States and the growth of smartness has just begun in the United States compared to Japan or Europe.This gives Aids the opportunity to test the concept in Europe before introducing it to the United States. Also by having the opportunity to sign on Missy Elliot is also beneficial as Aids is planning on using hip hop music to target their target market. Threats The possible threats of mobile media are the decline of sales for marathoner. Consumers may not be able to afford or may not prefer to purchase smartness because of different technology. Consumers may not be able to afford the cost of internet availability on their smartness which would also hinder the use of mobile media.Also their main threat is their biggest competitor, Mike. Mike could potentially take the lead in mobile marketing and dominate the market even further before Aids even has the opportunity to enter with this marketing tool. Target Market The main target market for Aids is the American market that is aged between 12 to 24 years old. Pre-purchase The influencer for the target market of Aids is television, magazine ads, billboards and celebrity endorsements being the biggest influencer for the target market of 12 to 24 years of age.The decider and the buyer to make the purchase or buy the purchase changes within this target market. For those who are between the ages of 12 to 1 7 the parent maybe the decider because the consumer may not have the means to make the purchase. At the older end of the target market the decider would be the consumer themselves. The users are the target market who either decided or let someone else decide to make the purchase. They are the main users of this product since shoes are mainly only worn by targeted target market in this situation.Purchase Decision For Aids the target market would make this decision based on the need of shoes, fashion trends, to enhance their sporting abilities, or for athletic purposes. For this target market the main reason maybe the celebrity endorsements such as Missy Elliot. Another reference for making the purchasing decision for the buyers of this target market would be the opinions of their friends and other social influences such as co-workers, family or professionals. Post-purchase Evaluation For this target market the brand is most important along with quality, comfort, durability and fashion.MIMIC Matrix For Aids promotions and sponsorships would be the two of the most effective ways to market their product while incorporating mobile media marketing. By having promotions such as if consumers download an Aids wallpaper or an Aids application to their smartened the consumer could receive a coupon to receive 10% off their next purchase of an Aids product. This would attract customers to shops and increase sales due to the offered discount while increasing exposure to Aids products.The sponsorships of events and charities will increase their brand recognition by a large group of consumers while at the same time building a brand identity. By sponsoring charities and fundraisers Aids is able to build a reputation as an organization that is community oriented while at the same time advertising their brand. They can also advertise these events and spon sorships using mobile media making consumers aware of the events that they are involved in. This involves consumers in the world of Aids while also at the same time increasing brand awareness for these consumers.Categorizing Signs Signs and symbols play an important role in marketing and building a brand identity. For example Struck is the most well-known symbol in the world; it is even recognized in the countries where Struck does not even exist. For an organization to be able to build a symbol that that is recognized around the world increases meaning of the brand. For example Aids needs to focus on making their symbol better known around the world. The meaning of the Aids symbol, symbolizes levels of goals that can be achieved with their brand.The levels become higher meaning with Aids you can achieve and progress to higher and higher goals. This conveys that Aids products can help achieve any athletic goals for the consumers. If Aids is able to build more awareness of their symbol they can increase the meaning of their brand by using McGuire Information Processing Model. Aids has to ensure that their symbol has exposure so when the customer receives the mobile media the Aids symbol is clear and visible.The symbol must then grab the consumers attention, ensure that when Aids is trying to send out the message the symbol grabs the consumers attention so the consumer is able to process it. The consumer then must understand the message and the symbol. The consumer must have acceptance of the message and symbol. The Aids symbol symbolizes goals and success, the message that is conveyed by Aids must ensure that it aligns with their symbol in order to increase brand identity. If the message and symbol are accepted by the consumer then persuasion has occurred meaning the consumer believes in the message that was conveyed to them by the media. Lastly is retention if the consumer has accepted the message then retention takes place and now the brand message, identity and symbol will become a part of the consumers long-term memory. By building and working the brand symbol Aids would e able to increase their market share by working on increasing awareness of their brand symbol.Conclusion Mobile media for Aids would be an innovative and effective way of reaching their target market in the United States. The target market of 12 to 24 years of age is most knowledgeable and current on the technological environment. Aids would be able to reach a large number of their target consumer market by using mobile media as smartness now play a major part of consumers everyday life. Smartness are used not only as a telephone but as a music player, internet browser, emails, da ily planners, memos and for reminders.