BCG MATRIX Essay Example | Topics and Well Written Essays - 500 words

BCG MATRIX - Essay Example The future business performance of an organization or a particular division in this quadrant is uncertain. In this regard, the BCG Matrix suggests that the business organizations should invest cautiously towards the identified division in the quadrant of question marks due to the factor of low financial returns. The lower-left position of the quadrant of the BCG Matrix i.e. Cash cows implies low growth but high share in business market. This particular quadrant assists the business organizations to generate maximum profits but is not anticipated to substantial growth of the business. Cash Cows are often regarded as the future of the business organizations because they possess the tendency to generate huge profit as well as cash but with low growth (Griffin, 2012). LG Electronics is considered to be a reputed multinational organization in consumer electronics sector which was initiated in 1958. It possesses in its assortment numerous electronic products as well as appliances that include televisions, air conditioners, refrigerators, mobile phones and washing machines among others. The organization holds both electronics and appliances divisions and delivers innovative products as well as services to its valued customers worldwide (LG Electronics, 2012). In relation to the model of BCG Matrix, if the electronics division of LG is placed at the upper right quadrant of the matrix i.e. Question Marks, it can be stated that from the very beginning, the organization has delivered superior service quality to its customers as well as attained maximum customer support from its electronics division. However, it has been viewed that there lies a strong presence of its chief competitor i.e. Samsung which also belongs to South Korea similar to LG with high market share and provides low prices to its customers. Similarly, if the appliance division of LG is located in the lower left quadrant of the matrix i.e. Cash Cows, it can be stated

Historical aspects in Last of the Mohicans Essay

Historical aspects in Last of the Mohicans - Essay Example As such, we will analyze how Native Americans were first perceived by the original settlers at Plymouth Rock, by the government with the Trail of Tears, and later on by politicians who bargained with and swindled the Lakhota Sioux. II. The Sorrow: Plymouth Rock When the settlers arrived at Plymouth Rock, Native Americans were considered quote â€Å"savages,† as evidenced in the following sentence found in James Fenimore Cooper’s The Last of the Mohicans: The man had â€Å"†¦a look so dark and savage, that it might in itself excite fear† (Cooper 1859, 47). This stereotype of the Native American painted as some sort of inhuman creature was only reinforced by the idea that they made them feel that there was a definite threat to their women (white women). â€Å"Notwithstanding the fearful and menacing array of savages on every side of her, no apprehension on her own account could prevent the noble-minded maiden from keeping her eyes fastened on the pale and anx ious feaures of the trembling Alice† (Cooper 1859, 373). While this was not an unmitigated fear, as some white settlers’ wives were caught and captured to be made part of the Indian tribes, this fear was largely propagated by white people—and widely-circulated as rumor that Indians were always on the prowl for some fair, blond-headed maven that they might take in search of satisfying their savage lust. Of course, that is not to say that there was not favoritism displayed even among tribes, as Cooper notes. â€Å"[T]here is but little love between a Delaware and a Mingo†¦Ã¢â‚¬  (Cooper 1859, 249). Nor, can it be said, was there the absence of nepotism either. â€Å"The Hurons love their friends the Delawares. . . . Why should they not? They are colored by the same sun, and their just men will hunt in the same grounds after death† (Cooper 1859, 365). Surely, by the same token, Cooper—being a white narrator—tries to preface a racist state ment by saying the equivalent of, â€Å"I’m not racist but†¦,† thus attempting to neutralize any shred of judgmental ideas coming after that statement as not being perceived racist. Cooper writes, â€Å"I am not a prejudiced man, nor one who vaunts himself on his natural privileges, though the worst enemy I have on earth, and he is an Iroquois, daren’t deny that I am genuine white† (Cooper 1859, 36). In essence, he is saying, â€Å"Not that this really has anything to do with him being Iroquois, but this guy is the most annoying chap I’ve ever met on the planet. Oh, and did I mention he’s Iroquois?† Well, if was a fact that didn’t matter, why was the fact mentioned? The mere fact that Cooper mentions that the other person being Iroquois didn’t matter, mattered. If he had just simply said, â€Å"Well, there was this annoying guy.† But, since he mentioned that the person also happened to be of a certain race, t hat sort of tempers the statement, tinging it and tainting it in a most unusual fashion—in essence coloring the way one sees the sentence. Indubiously, one is led to believe that perhaps if one Iroquois person is an enemy, then perhaps naturally should many or all Iroquois be one’s enemy—by nature of whatever unpalatable elements the Iroquois people may possess. Although Cooper does not expressly say it, he is (yes) being racist. Although he tries to paint a dapper picture with his writer’s quill, he is has unremarkably sullied the way he will forever be remembered in history—

Plan of action - Maria Term Paper Example | Topics and Well Written Essays - 1000 words

Plan of action - Maria - Term Paper Example The scenario under consideration with Maria has caused a great deal of worry for the company because the point that is being raised by her is not essentially true. One shall believe that this is simply not the case here. This can be proven by the explanations given by the company because it believes very staunchly at how things could be corrected within Maria’s folds and what weaknesses have already been existent of late. Since she believes that she is being hard done by because of her Latin ancestry and that she is from a totally different race altogether, she has made up her mind in a very negative way. She must understand that this is simply not the case and the company asks of her to bring out something totally distinctive and diverse (Gregory 2003). The basic element of shortcoming within her professional undertaking is when she communicates with people, and this is quite visibly something to ponder deep into. Since she cannot communicate with people around her and her ac cent is not deciphered by people easily, she is being seen as someone who is hard to come by within the relevant scheme of things. This is indeed a very genuine reasoning that the company can give in its own defense, as the perception created by Maria is not acceptable at all.Maria has misunderstood things here. She has put the blame upon the company on a totally different tangent altogether. There is no reason why she should be blaming the company for her poor communication skills and traits that she has been displaying over a period of time. She believes that she is being maltreated as there is a bias within the company but this is not something that has been pondered upon deeply by the people who are sitting within the helm of affairs in the company. Maria must know that any company within the business world exists to satisfy not only the customers but its internal publics as well, which comprise of its own employees who are the most prized possessions that these companies can ev er have. When Maria says that the company is treating her in a shabby way, it is the bias which is reflected in her understanding and not the way in which work gets done within the domains of the organization in the long run (Kim 2002). What the company has to do in such a setting is to make Maria realize that she is in the wrong, and that she shall have to be treated fairly no matter what happens. However at the present, Maria has become disgruntled because she believes that she is being hard done by due to her color and Latin ancestry. The scenario could be avoided if the company took a more proactive approach and told Maria where she was lacking before announcing the promotions for the employees. This could have made the entire effort look genuine and there would not have been any resentment whatsoever. One shall see that Maria has had quite a number of problems in her capacity as an employee working for this company. She has been known to have a very difficult to understand acce nt where people ask her time and again as to what she really means. Apart from this, she is known to be one person who is quite often late and had tardiness issues. She also seems a bit loud and is aggressive on most of the occasions. This has made the task of Maria even more difficult because she does not believe that she is doing anything wrong. However, on the part of the company, there has been a mistake that they did not tell Maria beforehand where she was going wrong, and what she needed to do to set things right within her related domains. Due to her acrimonious activities within the company, she has not been considered for promotion which is indeed reflective of the company policy when it comes to promoting people every now and then. However this is

The Position of Japanese Women Employees In Post-bubble Era Essay

The Position of Japanese Women Employees In Post-bubble Era - Essay Example The author of the essay "The position of Japanese women employees in the post bubble era" assumes that globalization and bubble phase led to more integration of Japanese economy with the world economy facilitating higher growth rate in education, health and infrastructure industries. Women also have higher prospects to utilize this conducive environment for better representation in employment. However, their traditional factors slowed down the growth rate as Japanese society gives higher emphasis to marriage system and women have to devote much time for their family which led to higher proportion of resignations to jobs during marriage and child birth time. The basic challenges to prospects of women employment in Japan include child care issue, lack of encouragement to enter top management, higher proportion if unorganized sector and lack of strict implementation of equal employment laws. The representation of women at top management level is quite unsatisfactory and some strong meas ures have to be taken to enhance this. Moreover, the child care leave has to be provided to women employees for a long duration and it should be delinked to the employment and promotional prospects. Similarly, the education level of women in Japan have to be improved for making them well represented at senior management level. Lastly, some of the employment laws for women have to be strictly implemented for their better representation in employment and they should look in to the problems of women in part time jobs and unorganized sector.

Organizational chart Essay Example | Topics and Well Written Essays - 1000 words

Organizational chart - Essay Example Organizational Structure of Cambridge Memorial Hospital is basically the framework that easily defines the formal reporting relationships between the different levels of management of any organization. Cambridge Memorial Hospital's organization structure is the mechanism that also operationalizes the management more effectively and efficiently of the organization. In the context of the Cambridge Memorial Hospital, organizational structure also refers to the different levels of the management within the hospital. It also defines the hospital's chain of command. (William, Kondra, Vibert, 2004) The above figure demonstrates very well that how the Cambridge Memorial Hospital's organizational structure is working. As mentioned in the above figure, the top most are the important one who plays an important role in the hospital's (Cambridge Memorial Hospital) organizational structure. Decisions are no doubt taken by collaboration but the final decisions are taken by the heads. There is a string linkage between the heads and the supervisors. They collaborate with each other, work in groups and decide things and different issues. The organizational structure of hospital is no doubt important, because all the management based issues and decisions are taken with the help of the organizational structure. If the structure is strong then results would be beneficial for the corporation. (William, Kondra, Vibert, 2004) The list of CMH board of directors is as follow: Chairperson Mr. Robert Purdy. Vice Chair Mr. Michael Ritchie. Secretary Ms Linda LeBourdais. Treasurer Mr. dough Lee. Ms. Mary Adamson. Ms. Natalie Bodnar. Ms. Susan Brown. Hospital Board Rep Mr. Robert Cunningham. Hospital CEO Ms. Julia Dumanian. Mr. Heather Ferber. Mr. Fred gaskin. Hospital Chief of staff Mr. Cathy Morris. Ms. Milena Protich. METHODS OF DEPARTMENTALIZATION IN CMH Departmentalization basically refers to the process of grouping different activities into different departments. In CMH various activities are grouped according to the different functions. Various departments are sales department, HR department, marketing department, accounting department and management department. The departmentalization of the Cambridge memorial hospital began along with the establishment of the four major clinical departments, which are Obstetrics and Gynecology, medicine, Pediatrics and Surgery. Departmentalization by function is also an important part for this hospital because this is the way with the help of which this hospital can maintain all the functions properly. Departmentalization is also based on all the operating functions. Every single operating function of this hospital is responsible for the better departmentalization. (William, K

Brand equity Essay Example for Free

Brand equity Essay How much a product can earn over its identical competitor by virtue of its brand, determines its brand equity. It can be a neat result of many factors like years of experience, proven track record of quality, legacy, emotional bondage and company outlook, where it adds more value to the product and thereby helps the product to score over its identical competitors. Without brand equity a product loses its competitive advantage, and for that matter some companies measure brand equity relying on financial measures of brand performance (Dobney, 2007). Thus Brand India should be able to score over its Asian counterpart. Figure – 3 The brand management chain (Based on Wood, 2000; Kapferer, 2004) Integration of the theoretical constructs brand equity (Aaker, 1996) and brand orientation could be instrumental in the understanding of brand value, where brand equity commands more attention as it aims for generating long-term values for the company by understanding the conceptual basis for the value of brand and its implications (Keller, 1993). Brand loyalty. Brand loyalty refers to the customers consistent preference to buy a selected brand in a particular product category, irrespective of other provocative options presented by the competitor of that brand. This situation occurs after the customers make a trial run of the brand and get convinced about the efficacy of that brand towards fulfilling certain needs of theirs and decide to buy that brand again and again. That practice forms the habit and thus customers continue purchasing the same brand because the product is safe and familiar (Giddens, 2002). This situation speaks of the dual responsibility of branding too, where on one hand it should influence the rationality of its prospective customers, while invoking the emotional response among them on the other. As for example, a particular meal in a restaurant might declare about a possible health benefit with the inclusion of tomato in it by saying, lycopene in tomato lowers the risk of cancer, thereby influencing the rationality of the customers, and at the same time it can evoke the nostalgia in customers by labelling the meal as grandmas special recipe. In this strategy lies the clue of embedding medical/healthcare tourism with general tourism and Incredible India should utilize it. Figure – 4 Brand Awareness: Brand awareness is a gauge of marketing effectiveness measured by the ability of a customer to recognize and/or recall a name, image or other mark associated with a particular brand (Waters, 2008). Though brand awareness cannot measure the customers approach towards the brand, yet it is very helpful in forming a positive attitude among the target audience about the brand. Incredible India Campaign should take care of that. Figure 5 The above diagram shows that recollection or identification ability first created aided awareness in the prospective customers, which might convert into a top-of mind awareness, if the brand convinces customers either with its logistics or direct service. Thus, brand awareness can work on two folds, primarily making its way into the mind of the customer and then working on its way to achieve the recognition, where the brand first generates strategic awareness in customers, where the customers understands the distinctive qualities of the product and associates them with their need. Current campaign strategy of Incredible India lacks that finesse. Brand Value While brand loyalty proves to be a cost-saving yet effective tool to garner higher sales, brand value reflects how a products name, or company name is perceived by the marketplace (Free, 2004), which involves both target audience and the general audience. Brand value can be tangible too, in the event of a brand being sold, where extracting the value of the brand from the value provided by other, tangible, resources becomes possible (Simon, C. J. Sullivan, M. J. , 1993, Conchar, et al, 2005). From this perspective, even the title of the campaign in discussion, Incredible India needs to be reviewed and if needed may be replaced. The name should denote the power and strength of a brand. As for example, if Coca-Colas facilities Atlanta were to burn overnight, the company would still be able to start up the next day due to its brand value (What, 1998). Therefore it is the success story of a company that earns its brand value. However, to gauge the impact of brand value, the company needs to take help of empirical research. The process might then looks like below (Persson): Figure 6 Brand value is the outcome of consistent and successful brand building, where the action of the company would speak louder than words, besides proving its ethical standings in the marketplace. IV. 7. Brand personality Much like a human being, a brand too serves as the ambassador of the company personality, depicting its outlook and aspirations, besides its services and promises. Thus much depends on the carriage of the brand, because it is the coveted message of the company to the outer world about its activities, aims, aspirations and promises – in short, a package of total company outlook. From this angle too, the campaign in discussion needs to be reviewed. Figure 7 A strong brand does more than it meets the eye, however, its activity should be powered towards achieving the targeted benefit out of it. For that matter, the first step towards creating a strong brand is to identify the benefits (Saarte, 2008). Target benefit would surely help to determine the nature of the branding, which would help the company to identify the necessary elements into branding, such as company image, the USP of its product, type of promises, and desired platforms of bonding and more. Incredible India is yet to create a clear USP to position itself. V. Conclusion/Recommendation The detailed discussion and analysis above clearly shows that Incredible India Campaign falls far too short in achieving its desired outcome and thus needs to be thoroughly reviewed and modified to meet the demand of the time and position India as a strong brand in the global tourism market. Thus this study recommends following steps towards achieving the target of building a strong Brand India in the global market: 1. Incredible India needs to review its name, packaging, price and its history and modify it concerning the current demand. 2. Ensuring that it becomes capable of Delivering the message clearly. Â  Confirming the credibility of the company. Connectingthe target prospects emotionally. Motivating the buyers. Â  Concretizing the user loyalty 3. Incredible India has to focus more on emphasizing emotional bond with UK through exploiting the earlier history of close communication. 4. It must study and research other Asian countries pros and cons in this sector to ensure that Brand India should be able to score over them. 5. It should embed medical/healthcare tourism with general tourism to generate brand loyalty. 6. Through constant, consistent, cohesive and cogent campaign, it should create the brand awareness (UK still have a poor awareness, around 30%) 7. Periodic assessment of the campaign is a must to check the brand value. 8. Campaign should get facelift periodically with a central theme of personality. Ends. References Aaker, D. A. (1996) Building Strong Brands. The Free Press, New York. ISBN 0-02- 900151-X Atithi Debo Bhava. (2004) Incredible India [online] available from http://www. incredibleindia. org/newsite/atithidevobhava. htm [accessed 4 September 2008] Bizhelp. (2008) What is Branding? [online] available from http://www. bizhelp24. com/marketing/what-is-branding-. html [accessed 4 September 2008] Brand Definition. (2008) [online] available from http://www. investorwords. com/568/brand. html [accessed 3 September 2008] Brand. (2008) [online] available from http://whatis. techtarget. com/definition/0,,sid9_gci211703,00. html [accessed 4 September 2008] Brandguru Inc. What IS Branding? Viewed 24 March 2008, http://www. brandidentityguru. com/popUps/whatisBranding. html Conchar, M. P. , Crask, M. R. Zinkhan, G. M. (2005) Market Valuation Models of the Effect of Advertising and Promotional Spending: A Review and Meta-Analysis. Journal of the Academy of Marketing Science, Vol. 33, No. 4, 445-460. Dobney. com. (2007) Brand equity and brand value [online] available from http://www. dobney. com/Research/Brand_equity_research. htm [accessed 4 September 2008] Dolak, D. (2001) Building A Strong Brand: Brands and Branding Basics [online] available from http://www. davedolak. com/articles/dolak4. htm [accessed 5 September 2008] Dunn, S. (2008) What is Branding and Why Do You Want It? [online] available form http://www. ecomhelp. com/KB/Branding/kb_what-is-branding. htm [accessed 5 September 2008] Free Definitions: Define Brand. What is Brand? (2004) [online] available from http://www. learnthat. com/define/view. asp? id=279 [accessed 4 September 2008] Giddens, N. (2002) Brand Loyalty [online] available from http://www. extension. iastate. edu/AgDM/wholefarm/html/c5-54. html [accessed 4 September 2008] Incredible India campaign woos more Americans (2008) The Press Trust of India Ltd [online] available from http://www. accessmylibrary.com/coms2/summary_0286- 34809894_ITM [accessed on 4 September 2008] Indian Tourism’s ‘Incredible India’ Campaign (2005) Research paper [online] available from http://www. icmrindia. org/casestudies/catalogue/marketing%20communications/C LMC010. htm ] Indias rise in medical tourism (2007) News [online] available from http://www. timesonline. co. uk/tol/travel/destinations/india/article2257994. ece [accessed 4 September 2008] Kapferer. (1994) Strategic brand management: new approaches to creating and evaluating brand equity. Free Press, New York. Keller, K. L. (1993) Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing,Vol. 57, No. 1, pp. 1-23. King, T. E. (2007) Incredible India? Campaign has Incredible Budget [online] available from http://www. travelmole. com/stories/1118243. php [accessed 5 September 2008] Lake, L. (2008) What is Branding and How Important is it to Your Marketing Strategy? [online] available from http://marketing. about. com/cs/brandmktg/a/whatisbranding. htm [accessed 4 September 2008] McCall, K. (2003) Marketing Angel [online] available from http://business. mainetoday.com/smallbusiness/mmm/030601. shtml [accessed 5 September 2008] O M (2003). Incredible India [online] available from http://www. ogilvyindia. com/work/incredibleindia. asp [accessed 5 September 2008] Persson, N. Understanding of the nature and relevance of brand orientation and brand equity in B2B brand management – implications for future research. Ph. D. Thesis [online] available from http://www. nhh. no/Admin/Public/DWSDownload. aspx? File=%2FFiles%2FFiler %2Finstitutter%2Ffor%2Fconferences%2Fnff%2Fpapers%2Fpersson. pdf [accessed 1 September 2008] Saarte, L. A. (2008) Fitting It All Together. EzineArticles. [online] available from http://ezinearticles. com/? BrandingFitting-It-All-Togetherid=1043858 [accessed 1 September 2008] Simon, C. J. Sullivan, M. J. (1993) The Measurement and determinants of Brand Equity: A Financial Approach. Marketing Science, Vol. 12, No. 1, pp. 28-52. UK Indian doctor sets shop in Goa for medical tourists (2007) News [online] available from http://www. newkerala. com/topstory-fullnews-14322. html [accessed 4 September 2008] Waters, S. (2008) Brand Awareness [online] available from http://retail. about.com/od/glossary/g/brand_awareness. htm [accessed 1 September 2008] What is the Value of a Brand? [online] available from http://www. csom. umn. edu/Assets/3478. pdf [accessed 31 August 2008] Why Brand Loyalty is Important? [online] available from http://www. brandloyalty- int. com/site. asp? pagina=8 [accessed 1 September 2008] Why India? (2007) Government report [online] available from http://www. medical-tourism-india. com/medical_tourism_india. htm [accessed 5 September 2008] Wood, L. (2000) Brand and brand equity: Definition and management. Management Decision, Vol. 38, No. 9, pp. 662-669.

Are Grades Distributed Fairly English Language Essay

Are Grades Distributed Fairly English Language Essay Elliott Miles, a retired educator and university president, discusses a disturbing trend on college campuses: grade inflation. Before you read, think of these questions: In the American education system, what does a grade of A mean? A grade of B, C, D? What about a grade of F? In your university courses, what grades do most students receive? Do you think the grades are distributed fairly (1) Most American universities today still use the traditional grading system of A-B-C-D-F, with A meaning excellent, B good, C satisfactory or average, D unsatisfactory but passing, and F of course failing. While some feel that this system has shortcomings (too inexact, too artificial, too subjective), it does represent the possible range of a students work, and most students and faculty members are comfortable or at least familiar with it. So far so good. However, American universities since the mid 1960s have increasingly been affected by the problem of grade inflation. This refers to the tendency of many faculty members to over-evaluate the quality of a students work and consequently to assign her/him a grade higher than the work deserves. The reason this practice is called inflation, a term borrowed from economics, is that it resembles paying too high a price for a given item, for example twenty dollars for a loaf of bread. The problem is common among American universities, in cluding even our most prestigious institutions, such as Harvard. As Craig Lambert reports in his article Desperately Seeking Summa, the grade of A there accounted for about twenty-two percent of all grades in 1966-67, whereas by 1991-92 it had come to account for forty-three percent almost double. (2) The trend toward inflated grades began in the mid-1960s probably because that was a time of great unrest on college campuses in the United States. There were widespread student protests against the Vietnam War and civil authority in general, frequently with the support and participation of the faculty. Under these circumstances, grading standards began to shift for the worse. Faculty members became more and more unwilling to give students a D, let alone an F; the grade of C came to denote a minimal pass, B to represent satisfactory, and A to mean better than a B. Today, students and faculty alike have this new, watered-down system in their heads, although their universitys official grading policy may be unchanged from previous times. (3) Why is this a problem? After all, a student is unlikely to feel put upon if his/her work is over-valued. However, when a faculty member records that a student has done excellent work, when in fact the work might only be pretty good or merely fair, that faculty member has committed two faults. First, he/she has told a lie about the students work, misrepresenting the students achievements. How would we react if the misrepresentation went the other way if the student had done excellent work, but the faculty member assigned a grade of B or even C? This would strike us all as dreadful, yet faculty members who assign falsely high grades are showing equally faulty judgment. Inaccurate grading is inaccurate grading, no matter which direction it takes. (4) The second fault is that the faculty member has broken faith with all those who will be harmed by the dishonesty. Most obvious among these are the students who really did do excellent or good work. It is grossly unfair to students who earned real As or Bs if their accomplishments are devalued by the lax standards applied to others. To illustrate with an example from the workplace: would it be fair for two employees to receive the same raise when one had done excellent work and the other only mediocre? (5) Grade inflation also harms anyone who must evaluate a students record, such as admissions officers at other universities and at professional schools. For instance, medical and law schools never have enough spaces for all applicants and hence must choose only the best qualified. When admissions officers evaluate the transcript of a student who received inflated grades as an under graduate, they get a false idea of that students past performance as well as his/her potential for future success in a rigorous professional curriculum. For a similar reason, potential employers are harmed when they are presented with an inflated academic transcript; faced with seemingly equal candidates, they may give a desirable position to a less deserving applicant because they had a false understanding of that persons actual abilities. (6) And finally, our society at large is harmed because grade inflation undermines the integrity of the universities, which is one of our greatest assets. If university faculty members cannot be trusted to give an honest evaluation of each students academic work, public disappointment will inevitably set in and rightly so. The solution to the problem, though difficult, is simple: each faculty member should make a conscious decision to assign grades based on the actual quality of a students work, realizing that not every student will be able to earn the highest, or even the second highest, grade. One of my former students made the point very concisely in an essay that she wrote on grade inflation: Lets put the excellence back in the A. Author of article Elliott Miles Title of article Lets Put the Excellence Back in the A Title of the book Refining Composition Skills: Rhetoric and Grammar Author of book Reginal L. Smally, Mark K. Reutten and Joann R. Kozyrev Publisher Heinle Heinle Date 2001 Place Australia Choose one or more of the following questions to inspire your reader response paragraph. 1. How do the impressions of the audience change (or do they) after the second reading? Does the audience think any differently? Is the topic one that would make readers want to learn more? Why or why not? What is it that a reader would want to research for additional information? 2. Sometimes articles touch their audience, reminding them of their own life, as part of the larger human experience. Are there connections between the article and the audiences own life? Or, does the article remind its audience of an event (or events) that happened to someone they know? Does the article have a connection to a previous book or article? 3. If you were the author, would you have changed anything in the article and ideas? Do you have a negative connotation associated with the idea? What would you chance? 4. Does the article leave the audience with questions they would like to ask? What are they? Would the audience like to direct their questions at a particular character or an idea? What questions would the audience like to ask the author of the article? Are they questions that the audience may be able to answer by reading more about the authors life and/or works? What are the questions and how would they be answered? 5. Is there an idea in the book that makes the audience stop and think, or prompts questions? Identify the idea and explain the responses. 6. Has the article changed the reader in any way? The way you look at this theme or behave if you were to talk about this theme? What did you learn that you never knew before? 7. Capture what it is about the book that stands out (or doesnt stand out).